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Cost-per-thousand impressions (CPM) bidding is only available for:

Cost-per-thousand impressions (CPM) bidding is only available for:
  • A) accounts using U.S. dollars for billing currency
  • B) accounts that are using prepay billing
  • C) campaigns that target the Display Network
  • D) campaigns that target search partner sites
Explanation:

CPM bidding means that you pay based on the number of impressions (times your ads are shown) that you receive on the Google Display Network. You'll use viewable CPM bidding to make sure you only pay when your ads are able to be seen. Existing CPM bids will be converted to vCPM automatically, but it's best to update your bids since viewable impressions are potentially more valuable.
Read more here: https://support.google.com/adwords/answer/6310?hl=en

An advertiser creates a display ad with the Ad gallery. The ad doesn't show properly in all of the ad sizes that the advertiser wants to use. What should the advertiser do to ensure that the ad shows in all ad sizes without limiting exposure?

An advertiser creates a display ad with the Ad gallery. The ad doesn't show properly in all of the ad sizes that the advertiser wants to use. What should the advertiser do to ensure that the ad shows in all ad sizes without limiting exposure?

 A)  Continue to redesign the ad with the Ad gallery until the content shows properly in all of the selected ad sizes
 B)  Allow all ad sizes to show on all placements
 C)  Target placements that accept only ad sizes that properly show the content
 D)  Create new display ads that will work well with the ad sizes that aren't working properly
 

Explanation:

A question is quite confusing itself, and i don't see a difference between the 1 and the 4 (correct) answers. Both are correct for me, but for Google its number 4. Moreover question is "ensure that IT shows", means the same ad we need to optimize, not the new one, right?

Some websites don’t show all types of ads, so you might want to create ads of all formats and sizes to reach the most people.
Read more here: https://support.google.com/adwords/answer/2549129?hl=en

An advertiser who has conversion tracking enabled wants to optimize a campaign that contains display ads. In order to identify the websites that are generating sales, he should review:

An advertiser who has conversion tracking enabled wants to optimize a campaign that contains display ads. In order to identify the websites that are generating sales, he should review:

 A)  the Conversions column of the Placements tab reporting table
 B)  the Site Search report within Google Analytics
 C)  their clickthrough rate (CTR) for each placement
 D)  the average cost-per-conversion of the campaign

Explanations:

When taking action on information provided in the report, we recommend you rely on conversion data to guide your decisions. This will help you understand how individual sites are converting for you, which is a more meaningful metric for evaluating performance on the Google Display Network than other metrics, such as click through rate (CTR). You can identify websites that lead to conversion in conversion column.


Managed placements allow advertisers to:

Managed placements allow advertisers to:

 A)  give Google the ability to select placements for them and set industry appropriate bids
 B)  bid differently for specific placements on the Display Network
 C)  target relevant placements across the entire Google Display Network based on their keyword lists
 D)  exclude a specific ad unit on a network page where there are multiple ad units

Explanations:

Managed placements are an optional feature that can help you have more control over which webpages, videos, and apps in the Display Network can show your ads. If you know of a website where your customers spend time, you can often add it as a managed placement.You can use managed placements to assign a unique bid to a specific webpage. If your ad performs well when it shows on a certain webpage, you could add it as a managed placement and set a higher bid. By adding the placement using the “Bid only” setting, you can make your bid more competitive just for that particular placement, and still show on other placements based on additional targeting methods, such as keywords and topics.


For advertisers bidding on a maximum CPC basis, Quality Score on the Display Network is evaluated on the:

For advertisers bidding on a maximum CPC basis, Quality Score on the Display Network is evaluated on the:

A) clickthrough rate (CTR) of all keywords across the account and relevance of the ad text and keywords to the advertiser's landing page
B) click-through rate (CTR) of the ad and relevance of the ad text and keywords to the publisher's site
C) Quality Score of all campaigns and regional targeting settings
D) Quality Score of keywords across all campaigns and all ad groups

Explanation:


Just like the Search Network, Quality Score is calculated for Display Network as well. But Display network is totally different animal. Google measures the relevance between ad text and keywords to the publisher's site, not landing page.

Advertisers using the Display Network can use the reporting table in the Placements section of the Display tab to determine the:

Advertisers using the Display Network can use the reporting table in the Placements section of the Display tab to determine the:

A) Internet Protocol (IP) addresses of users who have seen their ad
B) countries of residence of people who've seen their ad
C) site on which people have seen their ad
D) frequency at which an ad is shown for a given person

Explanation:


The Placements tab shows all of the web pages, apps, and videos where your display ads appeared, regardless of targeting method. You’ll see both managed placements that you selected to show your ads, and automatic placements where your ads were matched automatically based on one or more of your other targeting methods, such as keywords or topics.

An advertiser purchasing display advertising through other ad networks can still benefit from using AdWords display ads because:

An advertiser purchasing display advertising through other ad networks can still benefit from using AdWords display ads because:

A) she can fill in the gaps of niche and mass-marketed sites using AdWords targeting options
B) the ad can appear multiple times on a page to reinforce the advertiser's message
C) the ad will show on all ad networks and will reinforce the advertiser's message
D) she can infinitely loop animated image ads

Explanation:


The Google Display Network allows to you connect with customers with a variety of ad formats across the digital universe. This network spans over two million websites that reach over 90% of people on the Internet. It can help you reach people while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile sites and apps.

Frequency capping gives advertisers the ability to specify a limit to the number of:

Frequency capping gives advertisers the ability to specify a limit to the number of:

A) impressions for all viewers
B) impressions for a unique viewer
C) clicks for a unique viewer
D) clicks for all viewers

Explanation:

Repeating explication from previous question. Frequency is the average number of times a unique user sees your ad in a position of "1" over a given time period. Use frequency capping to help control the maximum number of times that you'd like each person to see your ad on the Display Network When you turn on frequency capping for a campaign, you set a limit for the number of impressions you will allow an individual user to have per day, per week, or per month. You also choose whether the limit applies to each ad, ad group, or campaign.

Frequency is the average number of times a unique user sees your ad in a position of “1” over a given time period. Use frequency capping to help control the maximum number of times that you’d like each person to see your ad on the Display Network.
Read more here: https://support.google.com/adwords/answer/117579?hl=en

Someone browsing the Internet sees an AdWords display ad for laptop computers on a Display Network site, but doesn't click on it. Two weeks later, she's interested in buying a laptop and decides to visit the site from the ad. She finds the site by doing a Google search, goes directly to it, and buys a laptop. In this scenario, view-through conversions would be valuable for the advertiser because it could:

Someone browsing the Internet sees an AdWords display ad for laptop computers on a Display Network site, but doesn't click on it. Two weeks later, she's interested in buying a laptop and decides to visit the site from the ad. She finds the site by doing a Google search, goes directly to it, and buys a laptop. In this scenario, view-through conversions would be valuable for the advertiser because it could:

A) measure the number of potential clicks associated with ad impressions
B) track the IP addresses of the people who saw the ad
C) measure the number of conversions associated with ad impressions
D) track the number of people who saw the ad but didn't convert

Explanation:

A view through conversion is essentially triggered whenever a user is on the Display Network and sees your ad but does not click on it. The user later directly visits your website After finding your site they reach your conversion page and therefore attribute the view through conversion to a particular Display publisher. For a simplified example, if a user views an ad on the display network and does not click but the user later directly visits your website and converts, you would have 1 view-through conversion.

A view-through conversion happens when a customer sees an image or rich media ad, then later completes a conversion on your site. This is different from a click-through conversion, which happens when a customer had previously clicked on an ad (such as on the Google Search or the Google Display Network) and then completed a conversion on your site.
The last impression will get credit for the view-through conversion. View-through conversions automatically exclude conversions from people who have also clicked your Search or other Display ads.
Read more here: https://support.google.com/adwords/answer/1722023?hl=en

Which feature could help advertisers determine if the clicks they are receiving on the Display Network are valuable?

Which feature could help advertisers determine if the clicks they are receiving on the Display Network are valuable?

A) Conversion tracking
B) Display Planner
C) Keyword diagnosis
D) IP exclusion setting

Explanation:

Conversion tracking is a free tool that shows you what happens after a customer clicks on your ads -- whether they purchased a product, signed up for your newsletter, called your business, or downloaded your app. When a customer completes an action that you've defined as valuable, these customer actions are called conversions.

With AdWords conversion tracking, you can see how effectively your ad clicks lead to valuable customer activity, such as website purchases, phone calls, app downloads, newsletter sign-ups, and more.
Read more here: https://support.google.com/adwords/answer/1722054?hl=en

Which ad format is easiest to create and edit, and has the widest reach on the Display Network?

Which ad format is easiest to create and edit, and has the widest reach on the Display Network?

A) Display ads
B) Text ads
C) Rich media ads
D) Video ads

Explanation:


You can use Text ads on the Display Network also. To reach people with easily customizable messaging, use text ad formats on the Display Network. Text ads are sizeless, so they can run in just about any ad space. The AdWords team is constantly making design changes to help make your text ads more effective

What's a best practice for creating an effective ad with Ad gallery?

What's a best practice for creating an effective ad with Ad gallery?

A) Create only one ad size for each distinct image
B) Use the same color for the foreground and background of the ad
C) Use one template for all ads
D) Use a color scheme that complements your image and brand

Explanation:

Using images of your products, colors that match your brand, and your logo can help people who see your display ads make a more qualified decision about whether to click them. For example, potential customers can interact with your ads, such as scroll between images and tabs, and watch videos.
Read more here: https://support.google.com/adwords/answer/6223297?hl=en

An advertiser who sells coffee beans adds the keyword "Java'" to an ad group. After two weeks, she runs a placement performance report and notices that the ad is showing up on websites about JavaScript programming. What should she do to avoid appearing on these irrelevant sites?

An advertiser who sells coffee beans adds the keyword "Java'" to an ad group. After two weeks, she runs a placement performance report and notices that the ad is showing up on websites about JavaScript programming. What should she do to avoid appearing on these irrelevant sites?

A) Add "Java beans" as a negative keyword
B) Make it obvious in the ad copy that "Java" refers to coffee, not JavaScript
C) Exclude "Programming" as a topic
D) Add "Coffee beans" as a topic

Explanation:

Just as you can target pages in the Google Display Network about certain subjects – like cars or music – you can also exclude by topic to keep your ads off webpages whose themes aren't relevant to your customers.

A type of keyword that prevents your ad from being triggered by a certain word or phrase. It tells Google not to show your ad to anyone who is searching for that phrase.
For example, when you add “free” as a negative keyword to your campaign or ad group, you tell AdWords not to show your ad for any search containing the term “free.” On the Display Network, your ad is less likely to appear on a site when your negative keywords match the site’s content.
Read more here: https://support.google.com/adwords/answer/105671?hl=en

Which of these metrics is typically most important in measuring a direct response advertiser's performance on the Display Network?

Which of these metrics is typically most important in measuring a direct response advertiser's performance on the Display Network?

A) Clicks
B) Clickthrough rate (CTR)
C) Conversions
D) Impressions

Explanation:

If you campaign is direct-response orientated, then you should focus on conversions and CPA bidding strategies. In other words, if you want customers to take a direct action on your site, and you're using conversion tracking, then it may be best to focus on conversions. Cost-per-acquisition (CPA) bidding lets you do that.
Advertisers with direct response goals are usually more concerned maximizing their return-on-investment than creating brand awareness. The key success metric for direct response campaigns is conversions, since this tells you how many people are completing a goal activity on your site. A goal activity could be any action that a visitor could take on your site that you consider to be valuable, such as purchases or sign-ups.
Read more here: https://support.google.com/partners/answer/2769532?hl=en

Which builds keyword lists that can be used to show your ads on relevant webpages across the Display Network?

Which builds keyword lists that can be used to show your ads on relevant webpages across the Display Network?

A) Display Planner
B) Google Analytics
C) Keyword Planner
D) Display Campaign Optimizer

Explanation:

Keywords are one of the targeting options on the Display Network. Sometimes your ads may show on placements that seem unrelated to your Display keywords. Depending on your keyword setting, your ads may show to audiences based on their recent browsing history or other factors, rather than the content of the page they’re currently viewing. You can use Display Planner to get themed ad group and keyword ideas that you might not think of when you build your campaigns.

Display Planner generates ideas for all the ways you can target the Display Network. Targeting ideas are based on your customers’ interests or your landing page. They include keywords, placements (websites, videos, mobile apps, mobile app categories), topics, interests (affinities, in-market segments), demographics (age, gender), and remarketing.
and here: https://support.google.com/adwords/answer/2453986?hl=en

Which builds keyword lists that can be used to show your ads on relevant webpages across the Display Network?

Which builds keyword lists that can be used to show your ads on relevant webpages across the Display Network?

A) Display Planner
B) Google Analytics
C) Keyword Planner
D) Display Campaign Optimizer

Explanation:

Keywords are one of the targeting options on the Display Network. Sometimes your ads may show on placements that seem unrelated to your Display keywords. Depending on your keyword setting, your ads may show to audiences based on their recent browsing history or other factors, rather than the content of the page they’re currently viewing. You can use Display Planner to get themed ad group and keyword ideas that you might not think of when you build your campaigns.

Display Planner generates ideas for all the ways you can target the Display Network. Targeting ideas are based on your customers’ interests or your landing page. They include keywords, placements (websites, videos, mobile apps, mobile app categories), topics, interests (affinities, in-market segments), demographics (age, gender), and remarketing.
and here: https://support.google.com/adwords/answer/2453986?hl=en

Which best practice is advisable when optimizing ad groups within a placement-targeted display campaign?

Which best practice is advisable when optimizing ad groups within a placement-targeted display campaign?

A) For each ad group, target groups of placements with similar themes
B) Move automatic and managed placements into separate ad groups
C) Create a separate ad group for each placement
D) Target a broad collection of placements with a single ad group

Explanation:

If you want to run ads on the Display Network but only on placements you’ve hand-picked, you can do so with managed placements. For example, if you sell travel packages and want your ads to appear on a particular website or a specific page about travel, add it as a managed placement. Similar as with keywords it's a good practice to create ad groups with similar placement themes.

Campaigns should be a collection of ad groups. Each ad group should have multiple ads that match the targeting methods you choose. For example, your ad group’s keywords and ads relate to the same theme. Or, your ad group’s placements and ads are about a specific topic. Structuring your campaigns this way also makes them easier to manage and optimize.
Read more here: https://support.google.com/adwords/answer/2549129?hl=en

A direct response advertiser is primarily interested in generating conversions from a display campaign. To get a potentially better return on investment, this advertiser should use:

A direct response advertiser is primarily interested in generating conversions from a display campaign. To get a potentially better return on investment, this advertiser should use:

 A)  viewable cost-per-thousand-impressions (vCPM) bidding
 B)  target cost-per-acquisition (CPA) bidding
 C)  cost-per-day (CPD) bidding
 D)  cost-per-click (CPC) bidding

Explanations:

Target CPA is an AdWords Smart Bidding strategy that sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set. It uses advanced machine learning to automatically optimize bids and offers auction-time bidding capabilities that tailor bids for each and every auction.


An automated bid strategy that sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set.
Note: Conversion Optimizer is now Target CPA bidding


Dynamic remarketing lets an advertiser:

Dynamic remarketing lets an advertiser:

 A)  show prior visitors to his site ads that are based on products or services they saw on the site
 B)  engage visitors to the website by opening a chat session
 C)  re-run an ad to increase the volume of people who will see it
 D)  show an ad to someone on his mobile device 24 hours after visiting the website on a desktop PC

Explanations:

Remarketing allows you to show ads to people who have previously visited your website or used your mobile app. Dynamic remarketing takes this a step further, letting you show previous visitors ads that contain products and services they viewed on your site. With messages tailored to your audience, dynamic remarketing helps you build leads and sales by bringing previous visitors back to your site to complete what they started.


In order to use target cost-per-acquisition (CPA) bidding, an advertiser must:

In order to use target cost-per-acquisition (CPA) bidding, an advertiser must:

 A)  be using viewable cost-per-thousand-impressions (vCPM) bidding, with a certain number of viewable impressions in the previous 30 days
 B)  be opted in to the Search Network
 C)  have a certain number of conversions in the previous 30 days
 D)  be opted into the Search Network and YouTube

Explanations:

Target CPA is an AdWords Smart Bidding strategy that sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set. It uses advanced machine learning to automatically optimize bids and offers auction-time bidding capabilities that tailor bids for each and every auction. Target CPA is available as either a standard strategy in a single campaign or as a portfolio strategy across multiple campaigns and ad groups. To maximize results and give machine learning algorithms enough data to make informed bidding decisions, Google recommends that you have at least 30 conversions in the past 30 days.


Before you can set up a Target CPA bid strategy, your campaign will typically need to meet the following requirements:
  • You’re already tracking conversion data in your AdWords account. You can do so by either setting up conversion tracking or cross-account conversion tracking (MCC accounts), or by importing your goals and transactions data from Google Analytics.
  • The ad group or campaign has received 15 conversions in the last 30 days. This conversion history enables the system to make accurate predictions about your future conversion rate. So, the more data we have, the more accurate we can be.
  • The ad group or campaign has received conversions at a similar rate for at least a few days.
Read more here: https://support.google.com/adwords/answer/6268632?hl=en
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