Google Advertising Fundamentals Q&A

Advertising Fundamentals

120 minutes

90 questions

85% Passing Score

ADWORDS ACCOUNT LIMIT

• 10,000 campaigns (includes active and paused)
• 20,000 ad groups per campaign
• 20,000 ad group targeting items per ad group (such as keywords, placements, audience lists & product targets)
• 300 display ads per ad group (includes image ads)
• 50 text ads per ad group
• 4 million active or paused ads per account
• 5 million ad group targeting items per account (such as keywords, placements, audience lists & product targets)
• 1 million campaign targeting items per account (such as geo target and campaign-level negative keywords.
• 10,000 location targets (targeted and excluded) per campaign, including upto 500 proximity targets per campaign.
• 20 shared negative placement list per account
• 5,000 keyword per negative keyword list
• 100,000 active legacy ad extensions per account
• 1.3 million references to legacy ad extensions per account.
• 100,000 active upgraded ad extensions per account
• 10,000 ad group references to upgraded ad extensions per account
• 10,000 campaign references to upgraded ad extensions per account.

Q Using Google’s AdWords for Video, what type of video advertisement can you implement?

A: TrueVideo Video Ads can be implemented with AdWords for Video.

Q: What type of video still is best for an advertisement?

A: Something showing the action. If it’s a surfing video, for instance, show the part where the surfer is attempting to catch the wave, rather than paddling out to the wave or falling off of the surfboard.

Q: How is Quality Score affected when using cost-per-thousand-impressions bidding on Display ads?
A: QS is not affected because click-through rates are not a factor when using CPM bidding.

Q: True or False: You should consider minimum speed requirements in a reservation based campaign.
A: True

Q: True of False: You should consider the global availability of ad units and ad placements when planning a reservation based campaign.
A: True

Q: True or False: Think about submission and turnaround time for your creative and video assets when planning a reservation based campaign.
A: True

Q: True or False: Consider the bidding strategies of other advertisers when planning a reservation based campaign.
A: False

Q: If you want the best return on investment from a display campaign, what type of bidding option should you use in AdWords?
A: Conversion Optimization

Q: True or False: Adding a visible display URL is a good practice when using the Display Ad Builder?
A: True

Q: True or False: for YouTube, the majority of AdWords ads appear on Event pages.
A: False

Q: True or False: for YouTube, the majority of AdWords ads appear on Contest pages.
A: False

Q: True or False: for YouTube, the majority of AdWords ads appear on the YouTube homepage.
A: False

Q: True or False: for YouTube, the majority of AdWords ads appear on Watch pages.
A: True

Q: Which types of targeting can you use on YouTube?
A: Remarketing, topics, and interest categories

Q: How does an ad’s Quality Score work on the Display Network?
A: QS will affect whether your ads are eligible to enter the ad auction.

Q: True or False: Filling in gaps of niche and mass-marketed sites is one benefit of using AdWords targeting options, even if you use display advertising through other ad networks besides Google’s.
A: True

Q: Besides AdSense, where else can display inventory come from on the Google Display Network?
A: DoubleClick Ad Exchange

Q: When do TrueView in-state ads show on YouTube?
A: Only before YouTube partner videos that are at least 10 minutes in length.

Q: When can Ad Scheduling help your display campaign?
A: When you notice spikes in traffic to your website at certain times of the day.

Q: What can a Reach and Frequency report tell you about video ad play rates on a placement-targeted campaign?
A: Whether decreased play rates are an effect of viewers seeing an ad repeatedly and not watching it again.

Q: When using AdWords Conversion Tracking, which bidding strategy is best for driving traffic to a website along with ROI goals?
A: CPC bidding model

Q: How can you view your reservation-based reports for ads?
A: You’ll need to request it from your Google representative.

Q: When there are both CPM and CPC ads in an auction, what will the AdWords system do?
A: Calculate the effective CPM for ads.

Q: True or False: Allocating budget and controlling spending levels across campaigns is a benefit of having separate campaigns for Search and Display Network advertising.
A: True

Q: What would the Placement Report tell you?
A: Which Display Network properties displayed your ads, as well as related metrics.

Q: True or False: You can use the Placement Performance Report to see on which URLs users have seen your ads.
A: True

Q: True or False: different campaign settings may be better for different networks, so you should separate your Display and Search campaigns.
A: True

Q: True or False: If you want to do Remarketing and Product Listing Ads, you should set up separate campaigns for each.
A: True

Q: You are setting up a Display Campaign for a client. What is the first thing you should take into account?
A: The advertiser’s goals for the campaign.

Q: What will the On Schedule Indicator tell you?
A: It will show you the percent chance that the campaign will deliver all of the booked impressions for your ads.

Q: How can you get access to View-through conversion data?
A: You must be using the Conversion Tracking code on your website.

Q: True or False: A faster landing page load time could increase the Quality Score of your ad.
A: True

Q: What would a Remarketing campaign allow you to do?
A: Reach people who have previously visited your website and show them ads as they visit sites on the Google Display Network.

Q: What is a best practice for optimizing ad groups in a placement-targeted campaign?
A: Use Ad Groups to categorize placement-targeted sites with similar themes.

Q: True or False: YouTube ads can show up on the YouTube homepage.
A: True

Q: True or False: YouTube ads can run on videos that are part of the Partnership Program.
A: True

Q: How long must people watch TrueView in-stream ads on YouTube?
A: They play for at least 5 seconds, then users can keep watching or skip the ad.

Q: If you do not want to find and bid on individual placements, what is the best way to advertise on the Display Network?
A: Use the Conversion Optimizer.

Q: True or False: You can set language targeting options for campaigns that use ads on YouTube.
A: True

Q: For a campaign focused on branding, what is the best bidding option?
A: Cost-per-thousand-impressions

Q: True or False: clicks and impressions are key metrics for a branding campaign.
A: True

Q: What is the recommended minimum amount of time to let a display campaign run before analyzing performance metrics?

A: 2-3 weeks

Q: True or False: Text ads are the easiest to create on the Display Network.
A: True

Q: True or False: Video ads are the easiest to create on the Display Network.
A: False

Q: Where does YouTube rank in terms of search queries?
A: It has the second highest number of search queries in the world.

Q: What would you use to limit the impressions of an ad for a single unique user?
A: Frequency capping

Q: True or false: Conversions is the most important measurement in a direct response advertiser’s campaign on the Display Network.
A: True

Q: Your display ad has been disapproved. How can you submit a request for another review?
A: Save an edited version of the disapproved ad, or create a new ad.

Q: True or False: CPM bidding is available for the Search Network.
A: False

Q: True or False: CPM bidding is available for the Display Network.
A: True

Q: Can you track phone calls as conversions with Enhanced Campaigns?
A: Yes

Q: Can you track sales transactions as conversions with Enhanced Campaigns?
A: Yes

Q: Can you track text messages as conversions with Enhanced Campaigns?
A: No

Q: What are some features of a YouTube Brand channel?
A: Custom gadgets, house and curate video content, and develop social friendships with YouTube users.

Q: True or False: Use the Placement Report is a good idea when using Site and Category exlusions.
A: True

Q: True or False: You can limit exposure to your ads through site/category exclusions.
A: True

Q: True or False: You can limit exposure to your ads by including negative keywords.
A: True

Q: What tool can you use to target different categories of video content on the Display Network?
A: AdWords for Video

Q: Can your video mimic functions that an ad can not perform?
A: No. Your ad is likely to be disapproved.

Q: Using AdWords, can you target mobile apps?
A: Yes.

Q: What would you use to target relevant sites on the Display Network based on a list of keywords?
A: Managed Placements

Q: What is the payment model for a YouTube homepage masthead advertisement?
A: These are sold on a fixed cost per day model.

Q: How can you optimize your CPC-based campaign?
A: Focus on a high CTR, ad rank, and Quality Score.

Q: What will Frequency Capping do?
A: It will limit the number of times an ad appears to the same unique user on the Display Network.

Q: True or False: You can set individual bids for sites you select for Managed Placements advertisements.
A: True

Q: Can you use Frequency Capping on the Search Network?
A: No, this feature is available only for ads on the Display Network.

Q: Can you track the Mouseover Rate on ads built with the Display Ad Builder?
A: Yes

Q: True or False: Topic Targeting is likely to ensure ads are contextually relevant to the sites they appear on.
A: True

Q: Will all of your performance metrics be lost if you edit an ad with an ad extension, if you are using Enhanced Campaigns?
A: No.

Q: True or False: Using a color scheme that complements the image and branding on your site is recommended when using the Display Ad Builder.
A: True.

Q: Where are ads using images and videos shown?
A: They would only be shown on the Google Display Network.

Q: For direct response marketing, which is the ideal bidding model?
A: Cost per click

Q: True or False: YouTube homepage ads are available through AdWords.
A: False

Q: True or False: YouTube watch page ads are available through AdWords.
A: True

Q: True or False: YouTube search page ads are available through AdWords.
A: True

Q: Why should you include a text ad in your Display Network campaign, even if you want to focus on image/video?
A: Not all publishers accept image/video ads, so having a text ad will ensure maximum coverage.

Q: True or False: You can use Pop-Up ads on the Google Display Network.
A: False

Q: True or False: You can use Print Ads through a Display Network campaign.
A: False

Q: What is one reason to consider different messages in your video ads than in your text/search ads?
A: Video search behavior is different than search behavior on a traditional search engine like Google.

Q: True or False: You can utilize pre-existing design templates with the Google Display Ad Builder tool.
A: True

Q: Should you use a Call to Action in the opening image of a click-to-play video?
A: Yes, this is considered a best practice for this type of advertisement.

Q: When would you pay for a TrueView in-search advertisement?
A: Only if a viewer chooses to watch the video.

Q: What aspect of an ad would help set expectations for users in different stages of the buying cycle?
A: A clear Call to Action in the text portion of a text, video, or image advertisement.

Q: True or False: You can incorporate an error message or warning box in your image ad.
A: False, this will get your ad disapproved.

Q: True or False, you can use a strobe background in your Display Network ads.
A: False, this will get your ad disapproved.

Q: Which bidding model allows advertisers to pay by the conversion?
A: Cost per acquisition (CPA)

Q: What is the best bidding model to increase reach and visibility?
A: Cost per thousand impressions (CPM)

Q: What type of bidding model do reservation ads use?
A: They are a fixed price, so no bidding is used.