Your client’s product costs £50 to produce, and it sells for £150. She’s sold 10 units and spent £700 on her AdWords campaign. How would you calculate her return on investment (ROI) to help her understand the benefit of using AdWords?

Your client’s product costs £50 to produce, and it sells for £150. She’s sold 10 units and spent £700 on her AdWords campaign. How would you calculate her return on investment (ROI) to help her understand the benefit of using AdWords?

1. [£1500 (revenue) – £1200 (cost + AdWords spend)] / £1200 (cost + AdWords spend) 
2. [£150 (sales price) – £1500 (cost)] / £700 (AdWords spend) 
3. £1500 (revenue) / £1200 (cost + AdWords spend) 
4. [£1500 (revenue) – 10 (number of products sold)] / £1200 (cost + AdWords spend)

For example, suppose Joe invested $10,000 in Google in 2016 and sold his shares for a total of $12,500 a year later. To calculate the return on his investment, he would divide his profits ($12,500 - $10,000 = $2,500) by the investment cost ($10,000), for a ROI of $2,500/$10,000, or 25%.

Customers who want to increase app downloads should use which campaign type?

Customers who want to increase app downloads should use which campaign type?

• Ads in mobile apps
• Mobile app installs
• Mobile app engagement
• Call only

The correct answer is:

Mobile app installs

According to Google data, after seeing an ad on their smartphone, more than half of people:

According to Google data, after seeing an ad on their smartphone, more than half of people:

• do a mobile search
• go to a store and buy the product
• go to the company’s website and buy the product
• send a text
• They often appear below the organic search results

The correct answer is:

go to a store and buy the product

Which statement about ad extensions isn’t true?

Which statement about ad extensions isn’t true?

• They show additional information about a business
• They tend to improve an ad’s visibility
• They often appear below the organic search results
• They can help improve clickthrough rate

The correct answer is:

They often appear below the organic search results

A successful AdWords text ad:

A successful AdWords text ad:

• has a wrapping headline and at least 2 paragraphs of text
• ties the call-to-action to the landing page
• mentions at least 4 key selling points
• talks about the advertiser’s reputation

The correct answer is:

ties the call-to-action to the landing page

If your campaign’s daily budget is US$20, how much of your budget can be spent to show your ads on certain days, based on fluctuations in traffic?

If your campaign’s daily budget is US$20, how much of your budget can be spent to show your ads on certain days, based on fluctuations in traffic? 

• Up to US$24 
• Up to US$21
• Up to US$20
• Up to US$30

The correct answer is:

Up to US$24

According to 2015 Google Trends data, which term would consumers on mobile phones be most likely to type in a search engine?

According to 2015 Google Trends data, which term would consumers on mobile phones be most likely to type in a search engine?

• Shoe stores near me
• Shoe store addresses
• Shoe store sales
• Great shoe stores

The correct answer is:

Shoe stores near me

Which lets you change keywords, campaigns, ads, ad groups, and product groups?

Which lets you change keywords, campaigns, ads, ad groups, and product groups?

• Category editor
• Bulk edits
• Campaign editor
• Revision tool

The correct answer is:
Bulk edits

If an advertiser has the same keyword in 2 different ad groups, the one entered in a given auction will have:

If an advertiser has the same keyword in 2 different ad groups, the one entered in a given auction will have:

• highest maximum cost-per-click (CPC) bid.
• most historical data in the account.
• best Quality Score.
• highest Ad Rank.

The correct answer is:

highest Ad Rank.

To get an idea of whether you should continue to run a Search Network campaign on search partner sites, you can:

To get an idea of whether you should continue to run a Search Network campaign on search partner sites, you can:

• segment the campaign’s data by network and evaluate its performance on search partner sites
• use Keyword Planner to evaluate how the campaign might perform better on search partner sites
• review the top movers report to see if the campaign is getting more clicks on search partner sites
• evaluate the campaign’s performance on search partner sites vs. display partner sites

The correct answer is:

segment the campaign’s data by network and evaluate its performance on search partner sites

How would you determine the clickthrough rate (CTR) for a client’s search ads?

How would you determine the clickthrough rate (CTR) for a client’s search ads?

• Evaluate the number of clicks the ad accrues per day
• Divide the number of clicks the ad gets by the number of impressions it gets
• Divide the number of impressions the ad gets by its average position
• Divide the number of impressions the ad gets by the number of clicks it gets

The correct answer is:

Divide the number of clicks the ad gets by the number of impressions it gets

Dustin wants to write a great text ad that will get people’s attention when they’re searching on Google. What should he do to generate the most clicks?

Dustin wants to write a great text ad that will get people’s attention when they’re searching on Google. What should he do to generate the most clicks?

• Put special characters in the ad headline
• Put the ad headline in all capital letters
• Include his keywords in the ad text
• Include his business address in the ad text

The correct answer is:

Include his keywords in the ad text

In order to differentiate ads from the ads of competitors, advertisers creating text ads should:

In order to differentiate ads from the ads of competitors, advertisers creating text ads should:

• include prices, promotions, and a call-to-action.
• use exclamation points and capital letters.
• mention competitor offers and prices.
• use special characters, such as asterisks or hashes.

The correct answer is:

include prices, promotions, and a call-to-action.

High quality ratings for an ad can:

High quality ratings for an ad can:

• increase its average cost-per-click (avg. CPC) bid
• be achieved with an increase in bid
• improve its position
• increase how often people click on it

The correct answer is:
improve its position

If you want to prioritize downloads of your mobile app instead of visits to your mobile site, you should:

If you want to prioritize downloads of your mobile app instead of visits to your mobile site, you should:

• add a call extension
• add a sitelink extension
• run an app install ad
• include the word “install” in the ad text

The correct answer is:
run an app install ad

You might analyze exact match impression share data to get an idea of:

You might analyze exact match impression share data to get an idea of:

• the percentage of eligible impressions you received for searches that exactly matched content on your landing page
• the percentage of eligible impressions you received for searches that exactly matched your keywords
• the number of times your ads were shown on the Search Network
• the number of eligible impressions your broad match keywords received

The correct answer is:

the percentage of eligible impressions you received for searches that exactly matched your keywords

A My Client Center (MCC) account manager wants to grant Standard Access to a linked client. Before making this change, the account manager should consider that Standard Access users can:

A) change the access levels of other users.
B) delete the account
C) invite others to access the account.
D) see average costperclick (CPC) costs.

Ans: 
D) see average costperclick (CPC) costs.

By adding managed placements to a Display Network campaign you can show your ad:

A) on webpages where the Smart Pricing feature determines there the ad is likely delivery ROI.

B) on specific webpages, online video games, RSS feeds, and mobile sites and apps that you select

C) on webpages where a contextual targeting algorithm identified that is a match between your keywords and a publishers content

D) on Google owned and operated properties such as Gmail and Google News that

have relevant content for your keywords.

Ans: 
B) on specific webpages, online video games, RSS feeds, and mobile sites and apps that you select

In the case of a placement targeted ad on the Google Display Network, the Quality Score portion of calculating Ad Rank is based on:

A) the quality of your image
B) the quality of your landing page
C) the maximum CPC of the keyword that triggered an ad.
D) your daily budget

Ans:
C) the maximum CPC of the keyword that triggered an ad.

Adding placements to an ad group

A) negatively affects the Quality Score for search

B) does not affect the Quality Score for search

C) improves the Quality Score on Google

D) improves the Quality Score for search

Ans: 
B) does not affect the Quality Score for search