Determining Keywords Efficiency With the Help of SEO and Call Tracking Tools

Determining Keywords Efficiency With the Help of SEO and Call Tracking Tools

In this post, Julia Holovko, CMO at Ringostat, and Eleonora Zolotaryova, Content Marketer at Serpstat will describe the strategy of discovering efficient keywords and testing them to understand if they are bringing conversions.

These days, the ability to conduct an effective keyword research is critical for digital marketers. It’s a must not only for developing a good keyword list for SEO and PPC, but also for finding out what topics marketers should write about and what phrases they should use while writing.

But if you’re reading this, it is likely that you already know how important keyword research is. And in this article, we will tell you the way to find out the right keywords for promotion.

Focusing on some particular keywords

Different types of keywords represent different levels of interest and intent.  For example, if we create an online store, the priority should be given to commercial keywords. There are also keywords of different frequency and different length. All this is about why some keywords work better than the others.

To move confidently forward in the search results, it is necessary to focus on some particular keywords. For some of them, competitors may occupy a precarious position in the SERP.

For example, for the “buy iphone in USA” request, a competitor today holds the 2nd position, tomorrow – the 5th, and the day after tomorrow – the 4th. That means his position is unstable and you have all chances to push him out of the top 10. What you need is to work out the keyword, write a few posts, use crowd marketing, launch some special offers, etc.

Thus, first of all, it is necessary to identify these keywords.

How to identify efficient keywords for promotion

For this purpose we should use tools like Serpstat.

First, create the new project by pressing the corresponding button and then entering the name and address of the domain.The created project appears above. Push the Start Tracking button.

In the section that appears, choose the search engine, set the location of your interest to see your positions in that region and group your keywords by tagging them.Set the tracker to refresh data the daily, once every 3 days, or once a week. Everyday monitoring is interesting for those keywords which are the most competitive and promising. They should be marked by a separate tag while setting up monitoring.It may take a couple of hours to gather all necessary information. When it’s over, find results in the Rank Tracking section.Below the deck with global results, we see the information about every keyword separately. These data allows evaluating the potential for expansion in a certain thematic niche.The History section is also worth exploring. There you can find more detailed data about the positions fluctuations of some keywords in the search results. Depending on the detected dynamics, we are selecting interesting keywords for further promotion.As it was mentioned above, we should pay the increased attention to them. If using correctly all SEO instruments, your website would be fixed on the top positions by these keywords.

Testing keyword efficiency with call tracking

The important thing to remember when competing for the first ranks in SERP is that increasing traffic is not enough. If you want to attract customers rather than random visitors, you need to optimize for right keywords — the ones that will bring you conversions.

One of the sure ways to track and analyze conversions is by using call tracking.

Most businesses receive calls from clients. And even as there are online forms ( which can be conveniently tracked in Google Analytics), customers still prefer to have a ‘live’ contact, therefore to call. Without accounting these calls as conversions, you will not be able to get the real picture of your website performance. And thus, you will not be able to understand if your keyword strategy has worked as it was supposed to.

What kind of data can you retrieve from the call tracking analytics? We will use Ringostat to show what you should be looking for.Here you can see a report from the ‘Call log’ section, which contains information on every call received by your business via all of your online and offline channels. Call tracking aggregates a whole stack of data: the phone number of the caller, who received the call, its source and duration, timeout, call status, and even conversation recording.

But the metric you should pay attention to is the the ‘utm_term’, which stands for the keyword that has brought a user to your website.

By analyzing ‘Call log’ report, you will be able to see exactly which keywords have worked and brought you conversions. The more calls come from users, who clicked on the keywords you were optimizing, the better strategy you have chosen. To add to that, the report can show you whether the call was the target and ended up with the purchase of your product. Thus, call tracking can show you which keywords help to sell.

Getting keywords from phone conversations

Call tracking can help you test the efficiency of keywords you have discovered. But not only that – call tracking can work as a keyword research tool as well.

Call tracking allows to record conversations between a call agent and a client, who has called your business. This recording can give you a wealth of data. You can discover, what are the things that clients wanted to get from your services, which keywords and terms they are using. They might be referring a keyword that you have missed in your strategy that you could add to your website’s semantic structure and advertising campaigns.

This kind of in-depth research can be very helpful for determining new efficient keywords. The advantage of analyzing conversation recordings, which you can get from call tracking, is in the access to your real clients. Not some abstract users on the internet, but people who are actually interested in a service like yours.Here is the ‘Call log’ report with the recordings section, where you can find recorded conversation for every call you get. You can play, download or delete it. As well, you can share the insights with your team in the comments section.

Callback keyword stats

Another useful tool, offered by call tracking, is a callback. Callback widget asks customers to leave their contact information in order to receive a call from the company right away. This feature provides a convenient way of coping with the problem of missed calls, and usually, it boosts call conversions from the website. Users prefer to get contacted by a call agent and avoid paying for the phone call.

Callback stats provide a stack of useful data, which can enrich your analytics. However, for a specific purpose of determining the efficiency of keywords, you can use a callback statistic report, which shows the keyword that has led to a conversion (callback request.)You can view the callback statistics as a table. It has two dimensions, which you can choose from the following: the source of call, channel, campaign, keyword, inbound number, phone number region or answering agent.

By choosing a keyword, you can aggregate a report, which would show exactly which keyword prompted each callback request.

Conclusions

Optimizing for right keywords is hard, especially if you don’t have the opportunity to test your strategy. With SERP analysis tool and a call tracking service, you can fill the gaps and learn how to beat your competitors and drive conversions with efficient keywords. Not only you can discover the keywords, you can also see in practice, whether they are bringing you conversions and turn visitors into clients. Moreover, you can use call tracking service as a keyword research tool and improve the semantic structure of your website and the performance of the PPC campaigns.

Google adwords

Get Fit for the New Year: Slim Down Your AdWords Account!

Is your AdWords account the digital advertising equivalent of a couch potato?

If your account is anything like most of the 2,500+ AdWords accounts we’ve audited in the last three years, your account doesn’t seem to do much more than suck up ad spend and watch the competition pass you by.

And, the sad thing is, that analogy isn’t too far from the truth. The average AdWords account wastes 76% of its budget.

It’s time to change that.

Now, odds are that you’ve already abandoned most (if not all) of your New Year’s resolutions by now… but you still have a chance to whip your AdWords account into shape.

Give Your Budget a Quick Check Up

Now, hypothetically, your AdWords account should be working hard to turn your marketing dollars into new conversions and sales for your business…right?

I mean, the point of paid search is to get your ads in front of an audience that is actively looking for what you’re selling. That works great — if your ads are showing up for the right people.

Unfortunately, most ads are showing up in front of the wrong audience.

Remember, your AdWords account is a couch potato. It takes the path of least resistance, which means it doesn’t care whether or not you are getting clicks from the “right people.”

To see what I’m talking about, open your AdWords account and pull up your Search Terms report:

This report tells you the exact search terms people are using to find your ads. In a fit, healthy account, most of your ad spend should be going towards terms that produce conversions.

To check the health of your AdWords account, add a filter for “Conversions < 1,” like so (note, this only works if you have high quality conversion tracking set up in AdWords — if that’s not the case, you can assume you’re probably wasting well over 76% of your ad spend):

Hit “Apply” and Google will give you a list of all the search terms which haven’t produced conversions in your time period (I recommend looking at the last 3-6 months for best results).

If you scroll to the bottom of the page, you can figure out how much of your ad spend is being wasted on useless search terms by dividing the cost in the “Total – all filtered search terms” row by total cost.

Multiply that by 100% and you can see what percentage of your ad spend your account has been wasting. Odds are, it’ll be somewhere around 76%.

Getting Your Budget Off Its Butt

Obviously, letting your AdWords account gobble up 76% of your budget and give you nothing in return isn’t a great idea. The question is, how do you fix it?

Fortunately, the good news is, you can utilize the data in your Search Terms report to get your AdWords account back in shape. Depending on what your primary problem is, you’ll need to take one of two approaches:

1. Shed a Few Pounds (of Keywords)

If you look through your Search Terms report and can’t help but wonder, “How did my ad show up for that search?”, you’re probably dealing with a morbidly obese keyword list.

Don’t worry, though, you’re not alone.

In the average AdWords account, 94% of the keywords have never produced a conversion. To make things even worse, those useless keywords suck up 72% of the ad spend.

To get your account into shape, it will need to lose some serious keyword weight. Take a look at your Search Terms report and identify the keywords that aren’t producing results. Then, get rid of them.

Once you’ve done that, create new campaigns around your effective keywords and search terms. Wait 2-3 months and then repeat.

This may take some effort, but stick with it — the more wasted ad spend you eliminate, the better your campaigns will perform.

2. Bulk Up Your Advertising Strategy

Not all couch potatoes are overweight. Some are simply wimps. If your account isn’t suffering from keyword bloat but you’re still wasting a lot of ad spend, you probably need to bulk up your paid search strategy.

This will take some serious effort and coaching on your part. You might have to try several different tactics, like creating landing pages or ads with better message match or testing new ad copy.

Basically, you just have to keep pushing forward until you have a breakthrough.

However, if you’ve tried everything you can think of without success, you may need to consider simply eliminating the keyword.

In addition, you may find that certain search terms share common elements (for example, location-specific searches). Alone, they might not seem like a big deal, but taken together they expose a big flaw in your advertising strategy.

No matter what your account’s specific weaknesses are, looking at your Search Terms report can help you create a testing plan that will ultimately deliver much stronger performance.

In Pursuit of Perfection?

As you whip your account into shape, it’s important to remember that even the fittest athlete has their limits. Similarly, you’ll never be able to get your non-productive ad spend down to 0%.

At Disruptive, we typically shoot to keep wasted spend at 40% or lower. Here’s why:

People are unpredictable: There will always be those random “Why would someone search for that?” search queries. No amount of optimization can prevent all of those impressions or clicks. But, you can limit them.

Tests don’t always work out: Like I just said, no one bats a thousand, so if you are regularly testing new keywords and ads (a very good idea), sometimes your new ideas just won’t pan out. That’s okay, provided you are learning something from your tests.

Yes, you can get wasted ad spend down to less than 20%, but that usually means you are maximizing short-term profitability at the expense of long-term growth.

Beefing up Your AdWords Account

At this point, you’re probably wondering, “How long will it take to start seeing results?”

The good news is, it takes a lot less time to get an AdWords account into shape than it does to turn a couch potato into a star athlete. Assuming your wasted ad spend is in the 76% range, you can expect to see significant improvement within a few weeks.

To show you how this works, take a look at this GIF, which depicts actual results we see with our clients as we cut back their wasted ad spend:

Here, you can see how cutting ad spend to search terms with no conversions (or very few conversions) affects account performance. You can also see how those tweaks influence total conversions and ad spend.

As you might imagine, the less you spend on the wrong keywords and search terms, the less you have to spend to produce the same results. Then, as you begin to reinvest that spend in the right keywords and search terms, conversions spike rapidly.

The best part of it is, this isn’t a linear equation. It’s an exponential equation.

To put it simply, for every 10% you cut wasted ad spend, you see a 30-60% drop in cost-per-conversion.

So, if you’re wasting 76% of your ad spend and you make the changes suggested in this article today, you might only be wasting 66% of your ad spend tomorrow. As a result, your cost-per-conversion over the next few weeks could be 60% lower!

Now for the “before and after moment” (we’re really working this analogy now, aren’t we?).

Here’s a quick chart that outlines how reducing a client’s useless spend from 91% down to 68% affected their cost-per-conversion over the course of just 6 weeks:

In a matter of weeks, this client’s cost-per-conversion dropped by 76%!

Best of all, this approach simply eliminates the wrong clicks, so it doesn’t hurt conversion quality or close rate. As a result, we typically cost-per-sale drop by a minimum of 25-65%.

Work It!

Turning your budget-guzzling AdWords account into a money-making workhorse will take some effort, but as every good trainer knows, “pain is just weakness leaving the body.”

And who can afford a weak AdWords account?

But, if you take the time to use the data in your AdWords account, you can whip your AdWords account into shape in just a few weeks.

Any thoughts on this approach? How much wasted ad spend did your account have? Any other advice on how to get more performance out of your AdWords account? Let me know on social media.

Image Credits

Featured Image: DepositPhotos

Best ROI 2017

What Ad Networks Did Drive Best ROI in 2016? – Singular Has the Answer

What Ad Networks Did Drive Best ROI in 2016? – Singular Has the Answer

To date ad networks performance has been covered in many publications but one of the key metrics has always been left aside – ROI or return on investment. And that was unfortunate. Aside from the App Store and Google Play marketplace itself, ad networks are the second major channel for mobile app marketers to generate installs and get new users. Mobile marketers in general rely on mobile ad networks to drive their business, in a time when recently mobile  surpassed TV ads, knowing how much money can you return on your investment with a particular ad network is crucial.

Singular marketing analytics company took the challenge to answer the question – what ad networks did drive the best ROI in 2016.

Key Findings

The data points out that among all ad networks performance measured, the following ones are on the rise: NativeX, Motive, Mobvista, Fyber, YouAppi. The other major 3 findings you can find below.

Apple Search Ads Burst onto the Scene

Only publicly available since October, Apple Search Ads emerged to deliver the 7th best ROI on iOS in the second half of 2016 and the 10h best ROI on iOS in 2016 overall. Sponsored ads atop app store searches struck a chord with users, generating extremely high conversion rates compared to social, search and display networks.

Facebook Overtakes AdWords on Android

While Adwords was the top-performing ad network on Android in the first half of 2016, there was a changing of the guard in the second half of the year as Facebook surged into the top stop on Android, bumping AdWords into the #2 position. Facebook also beat out AdWords in terms of total ad spend in 2016 on Android with a huge uptick late in the year.

iOS Ads Drive 1.3X Higher ROI that Android Ads

For each dollar a marketer spends to acquire users on iOS, they can expect to get back 1.3 times motes app revenue that they spent that same dollar on Android. Historically, users on iOS were found to spend an average of 4X more  in apps than Android users, but Singular provides the first analysis to factor into this calculation the cost to acquire users. iOS ads drove higher ROI than Android ads 70% of the time when an app had both Android and iOS ads running in the same ad network.

To view the best Ad Networks and get a comprehensive picture of the ad network landscape and its ROI driving potential visit Singular website.

Google certified

Why everybody need it. Cause it's a google  right ?
Why google have so much power in this world
What do you think?

An advertiser gets more conversions from ads that appear to people in Paris. What should this advertiser do to try and increase the number of conversions?

http://googleexam.weebly.com/

You own a bed and breakfast in southern France and want to target English speaking tourists looking for accommodations after they've arrived in France. What language and location should you target?
  A)  French and English; the 5-mile radius around the bed and breakfast
  B)  English; the United States
  C)  English; southern France
  D)  English; the 25-mile radius around the bed and breakfast


Drew is selling math textbooks and using cost-per-click (CPC) bidding for his campaign. What's the final cost each time his ad is clicked?
  A)  The projected maximum cost-per-click (max. CPC)
  B)  The average amount charged each time someone clicks on his ad
  C)  The minimum amount needed to maintain a higher rank than the rank held by the next-highest bidder in the auction
  D)  The average amount needed to make the ad appear somewhere on the page   
  
  
You want to see how raising your client's target cost-per-acquisition (CPA) might affect his ad performance. Which tool could help?
  A)  Keyword Simulator
  B)  Target CPA Planner
  C)  Target CPA Simulator
  D)  Target Bid Simulator 


According to 2015 Google Trends data, which term would consumers on mobile phones be most likely to type in a search engine?
  A)  Shoe stores near me
  B)  Shoe store addresses
  C)  Shoe store sales
  D)  Great shoe stores 
  
  
Jonathon, who has a Bay Area sailing excursion business, notices that his text ads show below a competitor's in search results when people enter keywords like "sailing excursions on San Francisco Bay." Which automated bid strategy could help him attain the top position?
  A)  Enhanced cost-per-click (ECPC)
  B)  Target outranking share
  C)  Maximize clicks
  D)  Target return on ad spend (ROAS) 
  
  
Daley is managing multiple AdWords accounts for a grocery store chain and using conversion tracking. What might make her daily AdWords tasks simpler?
  A)  Using 1 conversion code snippet with cross-account conversion tracking
  B)  Setting up automated conversion rules for both accounts
  C)  Using multiple conversion code snippets with single-account conversion tracking
  D)  Combining the accounts for streamlined reporting  
  
  
Your average bid id US$10 and you've enabled enhanced cost-per-click bidding (ECPC). Assuming you haven't set any bid adjustments. ECPC can raise your bid to which amount when AdWords sees an auction that's more likely to lead to a sale?
  A)  UD$11
  B)  UD$14
  C)  UD$13
  D)  UD$12 
  
  
Yoon, who sells designer jeans, has a mobile app to help women determine what leg style looks best on their body type. What could she do to bring in more prospective customers?
  A)  Add a mobile-app extension to her ad
  B)  Use the "Ads on mobile devices" campaign type
  C)  Include a link to her mobile website in her ad
  D)  Add a call-only extension to her ad
  
  
According to Google data, 70% of mobile searchers who've recently made a purchase have:
  A)  visited a business's website from the search results page
  B)  saved a business as a contact on their phone
  C)  called a similar business from their phone
  D)  clicked to call a business from the search results page  
  
  
Nick sells 5 flavors of gourmet popcorn. Why is he bundling ads for his best-selling flavor, "Sweet & spicy coconut," with related keywords like "coconut snacks" in a single ad group?
  A)  To show ads promoting "Sweet & spicy coconut" to people searching for that flavor
  B)  It's most efficient to have a single ad group
  C)  To show ads promoting all the flavors to people searching for "gourmet popcorn"
  D)  To make sure "Sweet & spicy coconut" continues to be the bestseller 
  
  
Your client sells gardening supplies online. You suggest she use sitelinks because they can:
  A)  take people to subpages on her site about gloves, tools and fertilizer
  B)  bring people to her site from blogs about gardening
  C)  be used with Shopping campaigns
  D)  take people to blogs about gardening  
  
  
Which option can you use to capture potential business later in the day, even on a limited budget?
  A)  Ad delivery
  B)  Bid allocation
  C)  Ad automation
  D)  Bid capping  
  
  
To create a customer experience that’s relevant and useful at every touchpoint, a search advertiser should focus on:
  A)  launching a cross-device campaign
  B)  running ads only on mobile devices
  C)  carrying over the theme of her traditional ad campaign to her online campaign
  D)  addressing consumers’ needs


The majority of consumers want ads customized to their:  
  A)  interests and hobbies
  B)  country or nationality
  C)  city, zip code, or immediate surroundings
  D)  age group
  
  
Blake is selling baseball caps and using conversion tracking. What information might he learn from the conversion tracking data?
  A)  Most of his customers are watching a ballgame when they visit his site
  B)  Most people clicking on his ad already own at least 1 baseball cap
  C)  Lots of his site visitors are signing up for his baseball trivia newsletter
  D)  Lots of his site visitors are 49ers fans


To optimize a client’s campaign to get the most out of her mobile advertising, you can:
  A)  use the maximize clicks flexible bidding strategy to increase the number of clicks her ads get from users viewing her ads on mobile devices
  B)  set shorter conversion windows to capture users who convert after researching on multiple devices
  C)  edit the campaign’s ad text to include information about how customers can purchase her product on their computers
  D)  set a mobile bid adjustment for the campaign based on insights from estimated cross-device conversion and total estimated conversion data  
  
  
Heather has a mobile app she wants people to keep using once they’ve downloaded it. How can she make it more engaging?
  A)  Use the bid strategy “Maximize engagement”
  B)  Customize the app for each format (phone, tablet, computer)
  C)  Set up custom deep links
  D)  Add some large, memory-intensive graphics


An advertiser selling computer monitors is writing new ad text for an existing ad group. Which meets AdWords editorial and professional requirements?
  A)  20-70% off LCD monitors
  B)  BUY affordable LCDs
  C)  Cheap, cheap, cheap monitors
  D)  **Free** shipping on LCDs


You-re working on the bidding strategy for a Search Network campaign. If the cost-per-conversion for mobile is lower than for desktop, how might you optimize the bidding strategy to increase the number of conversions?
  A)  Increase the number of mobile-optimized text ads
  B)  Decrease the mobile bid adjustment for the campaign
  C)  Decrease the number of mobile-optimized text ads
  D)  Increase the mobile bid adjustment for the campaign
  
  
The strategic use of different marketing channels affects:
  A)  target-customer demographics
  B)  payment methods
  C)  the average amount of each sale
  D)  online purchase decisions
  
  
You're the account manager for a client who wants to increase reservations at her boutique hotel. You've been manually managing bids for her campaigns, and you're looking for ways to save time and optimize. How can you most effectively do this?
  A)  Apply target cost-per-acquisition (CPA) bidding to drive conversions at her desired CPA
  B)  Continue to manually set the bids to focus on driving clicks to the site in order to drive conversions
  C)  Create 1 campaign and apply target search page location bidding to drive visibility and reservations
  D)  Create 2 separate campaigns that include a mix of brand keywords and highly targeted keywords, and apply maximize clicks bidding to each campaign
  
  
An advertiser targeting only France determines that clicks have been received from people in Switzerland. Why might this happen?
  A)  People located in Switzerland are searching using France-related words, like "hotels in Paris"
  B)  French people visiting Switzerland are searching on Google for information about Switzerland
  C)  Swidd people are searching on Google for information about Switzerland
  D)  People located in France are using Swiss-related words like "hotels in Switzerland"
  
  
Your manager the campaigns for a client that runs a wine tour business in Florence. The ads have stopped showing on Google. If the budget is limited, what might help make sure the ads show?
  A)  Use accelerated delivery to show the ads throughout the day to make sure that the entire budget isn’t spent in the morning
  B)  Improve the quality of the campaigns’ keywords by making sure they’re relevant to the ads’ text and landing pages
  C)  Use target outranking share bidding
  D)  Raise the target cost-per-acquisition (CPA) bid
  
  
You own a pet-supply store with various category pages on your website, and you’ve set up a tracking template so you can manage tracking and redirect information. Your final URL for the keyword “dog treats” could be something like:
  A)  http://www.dogtreatseasytrackingdestinationURL.com
  B)  www.trackingkeyworddestinationURL=12345678987654321%dogtreatsredirect
  C)  http://www.2ndpartytracker.com/keyword=751123&amp;ad={creative}dogtreats
  D)  http://www.3rdpartytracker.com/rd?keyword=751123&amp;ad={creative}&amp;url=http%3A%2F%2Fwww.example.com%2Ftreats%3Fstyle%3Ddog
  
  
Return on investment (ROI) information can help you manage a client's campaign by helping you determine how to:
  A)  adjust your client’s budget
  B)  optimize your client’s ad text
  C)  optimize your client’s keywords
  D)  All of the listed answers are correct
  
  
Why would the data for a Search Network campaign show conversions but no view-through conversions?
  A)  A view-through conversion is counted when someone clicks on an ad in Google Search and converts on the site
  B)  A view-through conversion is counted when someone clicks on an image or rich media ad on the Display Network and converts on the site
  C)  A view-through conversion is counted when someone sees an ad in Google Search and calls the business
  D)  A view-through conversion is counted when someone sees an image or rich media ad on the Display Network but doesn't click, and later converts on the site
  
  
You can use target cost-per-acquisition (CPA) bidding to help:
  A)  get as many conversions as possible within a flexible budget range
  B)  get as many clicks as possible within your budget
  C)  get as many conversions as possible within your budget
  D)  generate more clicks than manual bidding would generate
  
  
Which lets you change keywords, campaigns, ads, ad groups and product groups?
  A)  Category editor
  B)  Bulk edits
  C)  Revision tool
  D)  Campaign editor
  
  
You manage the campaigns for a baby stroller manufacturer that sells its products online and through large retailers. To calculate the total profits from these campaigns, you should:
  A)  estimate revenue based on online sales, factor out gross margins, and subtract AdWords costs
  B)  estimate revenue based on the value of click, factor out gross margins, and subtract AdWords costs
  C)  estimate revenue based on the value of an AdWords customer, factor out gross margins, and subtract AdWords costs
  D)  estimate revenue based on in store sales, factor out gross margins, and subtract AdWords costs
  
  
Dynamic search ads would be most helpful for:
  A)  websites with hundreds or thousands of products, services or listings that change frequently
  B)  moving an ads position dynamically in whatever direction a person's eyes are looking
  C)  a local restaurant with a dynamically changing menu that offers fresh, new entrees every day
  D)  campaigns that need to reduce exposure on competitive keywords
  
  
Executives at a small e-commerce company are debating AdWords performance metrics. If the budget is unlimited as long as return on investment (ROI) is positive, which recommendation best positions the company for maximum profit?
  A)  The company’s email campaigns are the most profitable, with a cost-per-acquisition of £15, so it should use that as a benchmark when setting target cost-per-acquisition (CPA) bids
  B)  Ad spend should always be 7% of revenue, which should be used as the target ROI
  C)  Decrease the target cost-per-acquisition (CPA) for the campaigns from £15 to £10 to drive an increase in profit per customer

  D)  Determine whether the campaigns are profitable, then test different target cost-per-acquisition (CPA) bid increases to see which maximizes total profit


How can advertisers see specific search queries that have caused their ads to show, even if those queries are not keywords within their accounts
  A)  Add a customized column for "queries" on the Keywords tab
  B)  Use the Ad Preview and Diagnosis Tool on the Tools tab
  C)  Review " Automatic placements" on the Display Network tab
  D)  Select the "Details" drop-down menu on the Keywords tab
  
  
On which tab can advertisers see credits for invalid clicks within their AdWords accounts?
  A)  Opportunities
  B)  Billing
  C)  My account
  D)  Campaigns
  
  
In order to achieve the best performance possible from text ads, which is a best practice that should be followed?
  A)  Use at least five keywords from the ad group directly in the ad text
  B)  Use account statistics and reports to monitor ad performance
  C)  Include words like "find" and "searchA" in the ad text
  D)  Include no more than one ad text per ad group
  
  
Which information does the Conversion Optimizer need in order to find the optimal cost-per-click (CPC) bid for an ad each time the ad is eligible to appear?
OR
What information does a target cost-per-acquisition (CPA) bid strategy need in order to find the optimal cost-per-click (CPC) bid for an ad each time it's eligible to appear?
  A)  Manual bid changes
  B)  Historical conversion data
  C)  Test conversions
  D)  Forecast data
  
  
If an advertiser has the same keyword in 2 different ad groups, the one to win a given auction will have the:
  A)  highest maximum cost-per-click (CPC) bid
  B)  lowest maximum CPC bid
  C)  highest cost-per-acquisition (CPA) bid
  D)  highest Ad Rank
  
  
A high Quality Score can:
  A)  be assigned to negative keywords
  B)  improve an ad's position
  C)  be achieved with an increase in bid
  D)  prevent an ad from being served
  
  
Each of the following are benefits you would expect from Product Listing Ads except:
  A)  Ease of targeting without needing keywords
  B)  More traffic and leads
  C)  Automatically produced video commercials
  D)  Better qualified leads
  
  
The AdWords Application Programming Interface (API) allows developers to use application that:
  A)  are accessible only through AdWords editor
  B)  can appear throughout the Google Search Network
  C)  can be uploaded into the Ad gallery
  D)  interact directly with the AdWords server
  
  
What are Sitelinks?
  A)  Links from other sites to your site
  B)  Links to other websites that appear beneath the text of your Search ads
  C)  Links to more pages of your site that appear beneath the text of your Search ads
  D)  Links from your site to other sites
  
  
An advertiser can apply mobile bid adjustments at which of the following levels?
  A)  Campaign level
  B)  Keyword level
  C)  Account level
  D)  Ad level
  
  
AdWords Editor allows users to:
  A)  invite new users to share accounts
  B)  find relevant ads on Google partner sites
  C)  make live edits to multiple accounts simultaneously
  D)  access multiple accounts offline
  
  
One factor the AdWords system uses to calculate an ads actual cost-per-click (CPC) is the:
  A)  maximum cost-per-click (CPC) of the ad showing one position lower on the page
  B)  location targeting of the ad showing one position lower on the page
  C)  cost-per-thousand impressions (CPM) of the ad showing one position lower on the page
  D)  maximum cost-per-click (CPC) of the ad showing in the #1 position on the page
  
  
Advertisers can provide physical address information about their businesses through Google Places accounts. Ads that include this type of information are eligible to show on:
  A)  mobile devices with GPS enabled only
  B)  Google Maps only
  C)  any networks selected in the campaign settings
  D)  Google search only
  
  
What is the definition of actual cost-per-click (CPC)?
  A)  The average CPC the advertiser needs to pay in order to achieve top position
  B)  The least possible CPC the advertiser needs to pay to maintain an achieved position
  C)  The CPC according to a price list, which is then updated daily
  D)  The CPC an advertiser was charged minus credits for overshot daily budget
  
  
An advertiser made edits to an AdWords ad and noticed that the position of the ad decreased. What is the most likely cause for the decrease in position?
  A)  The Quality Score for the account was reset after the ad was edited
  B)  The advertisers landing page is down for maintenance
  C)  The edited ad is less relevant to the keywords within the ad group
  D)  The edited ad has a lower conversion rate after the changes were made


An advertiser makes edits to an ad and notices that it's position is then lower than that of the previous version. What's the most likely cause?
  A)  The edited ad is less relevant to the keywords in the ad group
  B)  The advertiser's landing page is down for maintenance
  C)  The edited ad has a lower conversion rate
  D)  The advertiser's budget has been depleted

  
You are running a Search campaign for an accounting software provider that wants to estimate lifetime customer value as a primary benchmark for performance. They charge $10/mo for Basic service and $20/mo for Pro. Which formula best describes their average lifetime customer value across all service offerings?
  A)  ($10)*(% Basic customers)*(Basic average lifetime in months) + ($20)*(% Pro customers)*(Pro average lifetime in months)
  B)  ($10)*(% Basic customers) + ($20)*(% Pro customers)
  C)  ($10+$20)*(% Basic customers)*(Basic average lifetime in months)/($20)*(% Pro customers)*(Pro average lifetime in months)
  D)  ($10*$20)(Total monthly conversions)/(Total customer count)
  
  
An advertiser has several keywords set to broad match and would like to see the actual search queries that triggered his ads. This information can be found in the:
  A)  Ads tab of a specified group
  B)  Ad extensions tab
  C)  Opportunities tab
  D)  "Details" drop-down menu on the Keywords tab
  
  
An advertiser wants to increase the position of an ad on Google, but is not willing to raise bids to accomplish this goal. What else should the advertiser do in an attempt to increase Ad Rank?
  A)  Change keyword match types from exact match to phrase match.
  B)  Make changes to improve the Quality Score of the ads keywords
  C)  Lower bids on keywords with high clickthrough rates (CTRs).
  D)  Review Impression Share report data to identify missed opportunities
  
  
Which allows advertisers to automate AdWords reporting and campaign management?
  A)  Use of Structured Query Language (SQL) server reporting services
  B)  Execution of multiple reporting tasks from multiple computers
  C)  Execution of repetitive Data Mining Extensions (DMX) queries
  D)  Use of an AdWords Application Programming Interface (API) web service
  
  
How might an advertiser compare, over time, two campaign metrics such as "cost per conversion" and "cost"?
  A)  Run an impression share report and select to display the two metrics
  B)  Filter all keywords with an average position greater than three
  C)  Select the two metrics in "Graph options" on the Campaigns tab
  D)  Search the account for keywords with high average cost-per-click (CPC) bids.
  
  
In an AdWords account, which statistic is viewable for each ad group?
  A)  Purchase funnel abandonment by step
  B)  Average cost-per-click (CPC)
  C)  Percent of impressions blocked by negative keywords
  D)  Performance by Internet Protocol (IP) address
  
  
Linking your Google+ Page to your AdWords account.
  A)  Cannot be done if you have a Google Merchant account
  B)  Requires a 2-month approval process
  C)  Enables users to login to your website through your Search advertisements
  D)  Enables you to show more endorsements for your business from your customers and supporters
  
  
Which is the quickest way to add a long list of locations to target in an AdWords campaign?
  A)  Select "Bulk locations" in the advanced section of a campaigns location settings
  B)  Add locations as keywords to the campaign
  C)  Search for each location in the search tab of locations settings
  D)  Enter a value in the "Show my ads within" box
  
  
Advertisers who check web server logs may find their ads received multiple clicks from a single Internet Protocol (IP) address. This could be a result of:
  A)  duplicate keywords added to multiple ad groups in one campaign
  B)  incorrect IP address information filtered from Google Analytics
  C)  Internet Service Providers (ISPs) who assign the same IP address to multiple users
  D)  query parsing being used to show geo-targeted ads to users in a different city
  
  
A user clicks on an ad promoting a sale on sneakers. Upon clicking, the user is taken to a page that does not contain sneakers, but rather discount sunglasses. The user also encounters pop-ups while trying to navigate the site. What should the advertiser do to improve the users experience?
  A)  Link to the webpage that is relevant to the ad and remove the pop-ups
  B)  Ensure that the pop-ups relate to the users search
  C)  Edit the ad text to promote the sunglasses in addition to the sneakers
  D)  Provide original content that cannot be found on another site
  
  
You are an independent consultant selling an ebook you wrote about Search Engine Marketing for $50. You have campaigns across multiple online advertising platforms: search networks, display networks, & other advertising networks. Which approach to CPA targets and budget is best suited to maximize your total profit?
  A)  Predetermined budget to be divided across all platforms. Allocate the most budget to the platforms with the lowest CPA
  B)  Unlimited budget on all platforms where ROI is positive. Use a single CPA taret for all channels which matches the channel with the lowest CPA
  C)  Predetermined budget, to be divided equally across all platforms. Minimize CPA on all platforms
  D)  Unlimited budget on all platforms where ROI is positive. Find a different CPA for each platform which maximizes profit based on costs, sales volume, & contribution to overall marketing campaign
  
  
You can add a '+' modifier in front of broad match keywords to.
  A)  specify that certain words must be included in someones search term to trigger your ads
  B)  indicate that this keyword should be dynamically inserted into your ad text
  C)  only trigger ads when the Google+ social extension is available
  D)  overrides negative keywords with an explicit positive keyword
  
  
Exact Match Impression Share metrics:
  A)  are available for both Search and Display Network campaigns
  B)  summarize impression share statistics for all keywords currently set to exact match
  C)  calculate impression share as if all keywords were set to exact match
  D)  are only available at the account level
  
  
An advertiser who sells designer dresses is selecting a landing page to pair with new ads for spring dresses. A good landing page for the spring dress collection ads would display.
  A)  a page of the top-selling dresses for all seasons
  B)  a catalog of all dresses available on the website
  C)  several colors of spring dresses
  D)  spring dresses, skirts, belts, and shoes
  
  
An advertiser enabled Conversion Optimizer and noticed a decrease in the number of conversions. What could have caused this decrease to occur?
  A)  The cost-per-click (CPC) bid was lower than the recommended amount
  B)  The specific Conversion Optimizer code snippet was not added to the site
  C)  The maximum cost-per-acquisition (CPA) bid was lower than the recommended amount
  D)  The ads in the campaign are waiting to be approved
  
  
In a Reach and Frequency report, "Frequency" is defined as the:
  A)  average number of times a user is exposed to an ad
or
the average number of times a unique user sees an ad over a given time period
  B)  total number of ad impressions
  C)  average number of times a video ad is played by a user
  D)  average number of times an ad appears on a single webpage
  
  
Reviewing "Search Terms" data on the Keywords tab will help advertisers to identify.
  A)  new keywords ideas for a campaign
  B)  keywords with low Quality Scores
  C)  potential new placements to target on the Google Display Network
  D)  ad groups or campaigns that should be paused
  
  
Dynamic search ads would be most helpful for.
  A)  Websites with hundreds or thousands of products, services, or listings that frequently change
  B)  Moving an ads position dynamically in whatever direction a users eyes are looking
  C)  Campaigns that need to reduce exposure on competitive keywords
  D)  A local restaurant with a dynamically changing menu that offers fresh  new entries every few months
  
  
Janes e-commerce site sells a wide variety of bicycle equipment. She wants to estimate her profit-per-conversion for each ad group to get a sense of which ad groups are immediately profitable in the short term. Which formula best estimates Janes profit-per-conversion before advertising expenses?
  A)  (Avg Revenue per Order) * (Profit Margin)
  B)  (Total Profit)/(Total Revenue)
  C)  (Avg Profit per Order) * (Conversion Rate)
  D)  (Avg CPC) * (Conversion Rate)
  
  
Which is the next stage of detection in an AdWords account, if Googles automatic filtering system does not successfully remove all potentially invalid clicks?
  A)  Advertiser reports suspicious activity in the account
  B)  Alert from the AdSense team about publisher suspension
  C)  Third-party analysis of advertisers web server logs data
  D)  Proactive offline analysis by the Google Ad Traffic Quality Team
  
  
If the query "Seattle plumbers" is entered into Google, Google will use the location term that is part of the query to show ads:
  A)  that have included "Seattle" as an exact match in keyword lists
  B)  targeted to areas surrounding the city of Seattle
  C)  targeted to Seattle, regardless of the users location as long as they are in the US
  D)  to that user based on IP (Internet Protocol) address
  
  
Where on an e-commerce website should an advertiser install the AdWords Conversion Tracking code?
  A)  Shopping cart header
  B)  Confirmation page after a purchase
  C)  Website homepage
  D)  Landing page of an ad
  
  
If multiple individuals make changes to one AdWords account, upon opening the account in AdWords Editor, they should.
  A)  click "get recent changes" in the tool bar (download recent changes)
  B)  contact all other account managers
  C)  disapprove any new proposals that appear
  D)  refresh the account in AdWords
  
  
AdWords Campaign Experiments allow you to.
  A)  Test changes to your account for a portion of the auctions that your ads participates in
  B)  Automated different images and text on your site to understand what converts most effectively
  C)  Receive written feedback from users based on their experience on your site
  D)  Request a formal analysis from Googles Campaign Experiments team that isolates the effect of online advertisements of offline purchases
  
  
Business listings in Google Places can be:
  A)  entered into their own ad auction
  B)  location extensions in AdWords
  C)  conversions in Adwords
  D)  physical locations or mobile applications
  
  
You are gaining a reputation as a true wizard of AdWords and just won a multi-million dollar client to consult on bidding strategy. Your new client asks you to set bids that maximize profit, focus on the top 3 positions, and minimize CPA. How can you most effectively meet their goals?
  A)  Set bids that minimize CPA within the top 3 positions, but explain that profit cannot effectively be optimized simultaneously
  B)  Explain that all three objectives contradict each other and the tradeoffs at risk. Understand the clients priorities and adopt a bidding strategy with minimal contradictions
  C)  Set bids that simultaneously optimize profit, position, and CPA all to the perfect point
  D)  Set bids that minimize CPA while maximizing profit, but explain that position cannot effectively be optimized simultaneously
  
  
In a Reach and Frequency report, "Reach" is defined as the:
  A)  distance between a user exposed to an ad and the business location of the advertiser
  B)  demographic populations to which an ad is served
  C)  geographic locations in which an ad is served
  D)  number of unique users exposed to an ad
or
an estimate of the number of users exposed within a selected location target, based on unique cookies


At which level of an AdWords account can an advertiser make changes to network and location targeting settings
  A)  Account
  B)  Ad group
  C)  Campaign
  D)  Keyword
  
  
Information an advertiser would find in the Change History tool would be:
  A)  changes made by the Ad Automator feature
  B)  adjustments made to the daily budget
  C)  credit card information associated with the account
  D)  timestamps for when ads were approved or disapproved
  
  
An advertiser implements Conversion Optimizer and notices campaigns are receiving fewer conversions than before the tool was implemented. Which action should the advertiser take to increase the number of conversions received?
  A)  Set campaign budget to a 30-day cycle
  B)  Increase the maximum cost-per-acquisition (CPA) bid
  C)  Opt out of the Google Display Network
  D)  Narrow location targeting settings


An advertiser implements target cost-per-acquisition (CPA) bidding and notices that the campaigns are receiving fewer conversions. What could help increase the number of conversions?
  A)  Increase the target CPA bid
  B)  Set the campaign budget to a 30-day cycle
  C)  Specify the bid amount for each individual campaign
  D)  Try a different automated bid strategy
  
  
The purpose of a developer or authentication token is to track:
  A)  Application Programming Interface (API) usage
  B)  AdWords usage
  C)  Application Programming Interface (API) access by application
  D)  AdWords applications
  
  
Intergalactic Teleportation Inc uses AdWords to generate leads for their sales team. Leads are tracked by Conversion Tracking via a Contact Sales form. The sales team converts 10% of leads into deals. For each deal an additional 15% of business is gained from word-of-mouth. Which formula best describes value-per-conversion?
  A)  (Average deal value) * (10%) / (115%)
  B)  (Average deal value) * (0.15)
  C)  (Averaage deal value) * (10%) * (115%)
  D)  (Averaage deal value) * (10%) * (15%)
  
  
You are CEO of a small e-commerce shop and your team is debating AdWords performance metrics to maximize profit. Budget is unlimited as long as ROI is positive. Whose recommendations most effectively position you for maximum profit?
  A)  Lou: "We get a CPA of $15 on our e-mail campaign. Lets meet or beat that benchmark across all marketing platforms."
  B)  Joe: "An MBA class once suggested ad-spend should always be 9% of revenue. Lets use that as our target ROI."
  C)  Jane: "A $15 CPA is okay, but if we could get it down to $10, that would give us more profit-per-customer."
  D)  Pete: "Lets start by verifying our campaign is profitable, then test different CPA tarets to find which maximizes total profit."
  
  
An advertiser selling anti-bacterial toothbrushes wants to invest in their brand with a set marketing budget. They want another campaign that maximizes profit as long as ROI is positive. Which account structure achieves both goals?
  A)  Run everything in a single campaign, allocating the set marketing budget to it
  B)  Automated everything in a single campaign with Branding and ROI optimizer
  C)  Allocate the set marketing budget across dedicated branding campaigns. Create a separate campaign that can extend its daily budget after profitability is achieved
  D)  Divide the marketing budget between Search and Display and run two separte campaigns
  
  
An advertiser runs a report at the Campaign level and includes invalid clicks statistics. The report indicates that 20% of clicks received during the selected time period were invalid. This means that the invalid clicks were:
  A)  filtered out of the account before they accrued cost
  B)  charged to the account
  C)  removed as a result of a proactive investigation
  D)  credited to the account
  
  
Which AdWords feature is compatible with Conversion Optimizer?
  A)  Separate Display Network bids
  B)  Advanced Ad Scheduling
  C)  Enhanced CPC
  D)  Ad Extensions
  
  
An advertiser who works for a large company wants to make frequent, specific changes to bids based on criteria for more than 100,000 keywords. Which would be the most efficient tool for that advertiser to use?
  A)  My Client Center (MCC)
  B)  AdWords Application Programming Interface (API)
  C)  AdWords editor
  D)  Automatic cost-per-click (CPC) bidding
  
  
How does the Conversion Optimizer use an advertisers cost-per-acquisition (CPA) bid to determine the optimal equivalent cost-per-click (CPC) bid for each auction?
  A)  The CPA bid is multiplied by the predicted conversion rate
  B)  The CPA bid is the highest the system will allow the CPC bid to reach
  C)  The actual CPC bid is based on current max CPC settings
  D)  The CPC bid is one-tenth of the CPA bid by default
  
  
What determines a keywords clickthrough rate (CTR)?
  A)  Number of impressions divided by the average position
  B)  Number of clicks accrued per day
  C)  Number of impressions divided by the number of clicks
  D)  Number of clicks divided by the number of impressions
  
  
You own a pizzeria in downtown Chicago. With call extensions, a customer who searches for pizza on her mobile phone can see your ad along with your phone number and make the call with one click. How is that priced?
  A)  Click-to-call ads are priced by the minute based on the call's duration
  B)  Prices are negotiated in advance with discounts for bulk purchases
  C)  The cost is the same as a standard click on the ad
  D)  Click-to-call ads are flat-fee based on the caller's phone model
  
  
A user conducts a search on the term "laptop computers" and clicks on an ad. Which landing page would be the most relevant to that user?
  A)  A category page containing both laptop and desktop computers
  B)  An electronic store's homepage
  C)  A category page containing a variety of laptop computers
  D)  A product page for a desktop computer
  
  
An advertiser who sells laptop computers only wants to reach consumers who are ready to make an immediate purchase online. When building the keyword list for an ad group, the advertiser should include:
  A)  negative keywords such as -review or -comparison
  B)  phrase match keywords such as "laptop" or "computer"
  C)  negative match keywords such as -buy or -purchase
  D)  exact match keywords such as [rate], [review], or [compare]
  
  
Often, the "last click" before a conversion gets all the credit. But there are often assist clicks and assist impressions that help guide your customers to conversion. Which built-in AdWords report can show you this performance data?
  A)  Campaign Settings
  B)  Search Funnels
  C)  Billing Preferences
  D)  AdWords Editor
  
  
A new coffeehouse downtown would like to run an "afternoon espresso" promotion to increase sales during the afternoon hours on weekdays. Which AdWords feature is most effective for preventing their search ads from appearing at night or on weekends?
  A)  Position Preference
  B)  Automatic Bidding
  C)  Ad Scheduling
  D)  Keyword Planner
  
  
Which feature distinguishes location extensions from regional and customized campaign targeting?
  A)  Location extensions will appear when a user located near the advertised business searches on relevant terms.
  B)  Customized campaign targeting determines which address appears below the ad.
  C)  Location extensions will appear when an advertiser has targeted a specific region or location
  D)  Customized campaign targeting is required in order to enable location extensions
  
  
An advertiser notices that clicks have suddenly increased and is concerned that they might be due to invalid activity. What is the first thing the advertiser should do to investigate this situation?
  A)  Look at click patterns over time and rule out legitimate reasons for increased activity
  B)  Submit an invalid clicks report to the Google AdWords team
  C)  Pause the affected campaign until an invalid clicks investigation is complete
  D)  Submit new ad text variations for review
  
  
One reason for using Conversion Optimizer is to:
  A)  maximize ad exposure
  B)  dynamically manage ad position
  C)  generate more clicks than manual bidding would generate
  D)  avoid unprofitable clicks
  
  
How should advertisers use their websites to help them structure their accounts?
  A)  Organize ad groups and campaigns to reflect the layout of the website
  B)  Organize keywords to cover each word represented on the website
  C)  Add the website's URL as a keyword to each ad group
  D)  Add the headings from the website as keywords across campaigns
  
  
Which is the most appropriate action to take when a keyword is below the "first page bid estimate" listed in the Status column of the Keywords tab?
  A)  Consider increasing the bid or editing the keyword to improve Quality Score
  B)  Delete the keyword from all instances in the account
  C)  Change the match-type to the keyword to Exact
  D)  Always increase the keyword bid to the "first page bid estimate"
  
  
Megan enabled Conversion Optimizer in all six of her campaigns. How can she tell if Conversion Optimizer is improving campaign performance.
  A)  Monitor overall changes in clicks received
  B)  Enable and disable Conversion Optimizer every other day to observer differences
  C)  Compare average CPA and conversion rate before and after using Conversion Optimizer
  D)  Install new Conversion Tracking code
  
  
What can be learned from a Search Funnel?
  A)  Search impressions share for the last 30 days compared to CPC trends over time
  B)  Budget usage for all Search Campaigns, including budget limitations and opportunities for more traffic
  C)  The number of searches completed during a given period of time
  D)  The series of steps a customer takes before completing a conversion, including information on ads, clicks, and other elements of your campaign
  
  
To improve the performance of an ad group on the Search Network, advertisers should create ad groups containing:
  A)  managed placements and keywords
  B)  destination URLs set at the ad group level
  C)  at least 50 keywords
  D)  keywords that are also included in the ad text
  
  
Which are key elements to keep in mind when optimizing a landing page for AdWords?
  A)  Prominent headlines in several font styles and text sizes
  B)  Clear landing page layout and several links to related websites
  C)  Relevant and original content that clearly represents the business
  D)  Correct programming language used to construct site
  
  
The IP Exclusion tool allows advertisers to:
  A)  discover IP addresses of competitors
  B)  obtain IP addresses for valuable website visitors
  C)  determine which IP addresses have seen ads
  D)  prevent specific IP addresses from seeing their ads
  
  
Which scenario would record to two conversions (1-per-click)?
  A)  A users clicks on an ad, converts, and returns to the site using a bookmark within 30 days and converts again
  B)  A user clicks on an ad, does not convert, then returns to the site using a bookmark within 30 days and converts
  C)  A user clicks on an ad and does not convert. The user performs the search again the following day, clicks on the same ad and converts
  D)  A user clicks on an ad and converts. The user performs the search again the following day, clicks on the same ad and converts again
  
  
How could an advertiser determine the most profitable keywords within a campaign?
  A)  Compare the costs accrued by each keyword with the conversion data for that keyword
  B)  Identify the keywords with the lowest "first page bid estimates"
  C)  Compare the total clicks to total conversions for each keyword in the account
  D)  Identify the keywords with the highest clickthrough rate
  
  
Bud would like to test new logic in his application that uses the AdWords Application Programming Interface (API) without modifying his live AdWords campaigns. Which tool would allow him to do this?
  A)  AdWords API Sandbox
  B)  Ad Preview Tool
  C)  AdWords API Tokens
  D)  Keyword Planner
  
  
An advertiser in Canada wants to view ads as they would appear to users in Mexico. Which tool should this advertiser use to accomplish this goal?
  A)  Ad Preview and Diagnosis Tool
  B)  Keyword Planner
  C)  Display Planner
  D)  Change history
  
  
Which approach to bidding is best suited to maximize profit?
  A)  Maximize ROI as a percentage
  B)  Minimize CPA
  C)  Maximize conversions
  D)  Balance CPA and # of conversions
  
  
In order to differentiate ads from those of competitors, advertisers should:
  A)  mention competitor offers and prices
  B)  use special characters, such as asterisks or hashes
  C)  use exclamation points and capital letters
  D)  include prices and promotions
  
  
Automatic cost-per-click (CPC) bidding attempts to get advertisers the most:
  A)  impressions for their daily budget
  B)  conversions based on their conversion goals
  C)  clicks for their daily budget
  D)  impressions in their preferred position range
  
  
An advertiser that uses ad scheduling has a custom bid adjustment for 9pm - 12am on weeknights. The normal bid is USD$0.40 and the bid multiplier is 75%. How much is the advertiser bidding between 9pm-12am on weeknights?
  A)  USD$0.70
  B)  USD$0.33
  C)  USD$0.03
  D)  USD$0.30
  
  
You're tracking conversions in a budget-constrained campaign. If you raise CPC bids within the budget constraint, which results is most likely?
  A)  Receive more conversions while paying more on average per conversion
  B)  Receive fewer conversions while paying more on average per conversion
  C)  Receive more conversions while paying less on average per conversion
  D)  Receive fewer conversions while paying less on average per conversion
  
  
An advertiser notices that the clickthrough rate (CTR) in one ad group has significantly decreased throughout the past few weeks. What could this advertiser do in an attempt to increase CTR and maintain relevant website traffic?
  A)  Edit the ad text to include a more relevant destination URL
  B)  Upgrade to a faster web server to reduce page load time
  C)  Redesign the landing page to create a better experience for users
  D)  Use keyword matching options to help remove irrelevant searches
  
  
Which is a benefit of using AdWords editor?
  A)  Users with My Client Center (MCC) Reports Access can make edits to an account
  B)  Multiple users can share archives and proposals for an account
  C)  Multiple users can make offline changes to Account Preferences
  D)  Conflicts between changes made by importing a file do not need to be resolved prior to posting
  
  
Assuming default cookie expiration timing, a conversion (1-per-click) is recorded when:
  A)  a user clicks on an AdWords ad
  B)  multiple conversions result from a single AdWords ad click
  C)  a single conversion is made within 30 days following an AdWords ad click
  D)  a user visits a website within 30 days of clicking on an AdWords ad
  
  
An advertiser attempts to enable Conversion Optimizer but the feature is not available in the account. Which is the most likely reason?
  A)  The advertiser's daily budget is not set to the recommended amount
  B)  The advertiser's campaign targets the Google Display Network only
  C)  The advertiser advertises a service rather than a product
  D)  The advertiser has fewer than 15 conversions in the last 30 days
  
  
Which is a recommended action for new mobile preferred ad creative?
  A)  Target Search Network only
  B)  Integrate mobile Flash video ads
  C)  Use a mobile-optimized landing page
  D)  Use exact match only
  
  
Which can be specified at the campaign level?
  A)  Ad text
  B)   Billing preferences
  C)  Destination URLs
  D)  Network distribution
  
  
What is a benefit of using the AdWords Application Programming Interface (API)?
  A)  Programmers benefit from third-party coding support
  B)  Advertisers can log into the AdWords account to upload changes
  C)  Programming skills are not necessary
  D)  Advertisers can make dynamic changes to their AdWords accounts at scale
  
  
It is important to identify specific goals for an AdWords campaign, so that the advertiser can then:
  A)  make strategic changes to the account to improve performance
  B)  upload goals to the "Advertising Goals" section in their account
  C)  bid separately for each ad variation based on its performance
  D)  manually increase clickthrough rate (CTR) to improve performance
  
  
In an AdWords account managed by multiple users, one user noticed a surprising jump in impressions. Where should this user look for details on what might have created the impression increase?
  A)  Change History
  B)  Billing Summary
  C)  Campaign Settings
  D)  Keyword Planner
  
  
Jane uses AdWords to promote her online shoe sore and her conversion rate has remained constant over the last year. While checking her web server logs for December, she notices she sometimes gets two clicks from the same IP address within a few minutes. The most likely cause of this is:
  A)  inaccurate web server log information
  B)  automated software designed to click on her ads
  C)  users who are comparison shopping for shoes
  D)  users who click on an ad on the Google Display Network
  
  
Given four Search campaigns that run out of daily budget, three can likely benefit from bidding or budget changes. Which is most likely configured effectively as is?
  A)  Branding campaign with set marketing budget, prioritizing current ad position over more clicks
  B)  Unprofitable campaign, planning to scale up exposure if profitability can be achieved
  C)  Branding campaign with set marketing budget, prioritizing more clicks over current ad position
  D)  Profitable campaign, missing additional profitable conversions when budget limits exposure
  
  
Which is a benefit of linking Google Places account to an AdWords campaign?
  A)  Free organic search results for the advertiser's business will be more likely to show on Google Maps
  B)  Adding or updating addresses in Google Places automatically updates validated addresses used for ads
  C)  Geographical targeting automatically expands to include all regions
  D)  Additional icon options are available for ads when using Google Places
  
  
An advertiser's ad is not appearing in the Ad Preview and Diagnosis Tool when exact keywords are queried. Which action would help the advertiser to determine why the ad is not showing?
  A)  Perform Google searches on the same keywords to build data points
  B)  Run a keyword diagnosis for the keyword in question
  C)  Use the Keyword Planner to include more variations of a given keyword
  D)  View the Search terms report to determine the root cause
  
  
What kind of click volume increase is likely to be immediately filtered from an AdWords campaign?
  A)  "peak season" of a product or service
  B)  improvement in an ad's position
  C)  a related press release
  D)  automated clicks
  
  
Which best describes the relationship between maximum cost-per-click (CPC) bids and Ad Rank?
  A)  An increased CPC bid leads directly to a small increase in Ad Rank
  B)  A CPC bid only affects Ad Rank on the Search Network
  C)  An increased CPC bid leads directly to a large increase in Ad Rank
  D)  A CPC bid is one factor that affects Ad Rank
  
  
A florist is advertising five types of flowers, including red roses. When a user types the phrase "red roses" into Google, the advertiser's ad is displayed and clicked on. Which landing page is more likely to convert to a sale?
  A)  The page on the site that displays only roses
  B)  The homepage that displays all five types of flowers
  C)  The "Contact Us" page of the site
  D)  The page on the site where users can register as "frequent shoppers"
  
  
Which is a benefit linking a Google My Business account to an AdWords campaign?
  A)  Geographical targeting automatically expands to include all regions
  B)  Additional icon options are available for ads when using Google My Business
  C)  Free organic search results for the advertiser's business will be more likely to show on Google Maps
  D)  Adding or updating addresses in Google My Business automatically updates validated addresses used for ads
  
  
Local Google+ pages created on Google My Business can be:
  A)  physical locations or mobile applications
  B)  entered into their own ad auction
  C)  location extensions in AdWords
  D)  conversions in AdWords
  
  
How does Conversion Optimizer determine the optimal cost-per-click (CPC) bid?
  A)  It uses your conversion history to bid higher when a conversion is more likely
  B)  It sets CPC bids as one-tenth the current CPA bid setting
  C)  It only allows CPC bids lower than the current CPA bid setting
  D)  It bids a static CPC value based on current max. CPC settings
  
  
An advertiser gets more conversions from ads that appear to people in Paris. What should this advertiser do to try and increase the number of conversions?
  A)  Change the zip code in the AdWords account
  B)  Set a location bid adjustment
  C)  Show ads only on the Search Network
  D)  Set a language bid adjustment
  
  
Which is a recommended best practice when creating a new mobile-preferred ad creative?
  A)  Target Search Network only
  B)  Use exact match keywords only
  C)  Use a mobile-optimized landing page
  D)  Integrate mobile Flash video ads

Disclaimer: These answers resulted in 94%, so they are not all correct. Double check your answers while giving Adwords Search Advertising Certification exam!