hristomitkov
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Третата и най-дългоочакваната публикация от поредицата „Google Adwords Certification Exams“ вече е факт и всеки от вас спокойно ще може да се фокусира върху отделните типове въпроси и намирането на техните конкретни отговори. За разлика от другите две публикации (Fundamentals и Display) в тази сме описали въпросите, техните отговори и източниците, които водят до верните решения. Search Advanced не е тест за подценяване и смятаме, че този подход ще бъде максимално полезен и ефективен преди явяване на изпита.
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1) An advertiser can apply mobile bid adjustments at which of the following levels?
- Ad level
- Campaign level
- Account level
- Keyword level
Източник: Adjustments for campaigns and ad groups
Keywords
2) An advertiser who sells laptop computers only wants to reach customers who are ready to make an immediate purchase online. When building the keyword list for an ad group, the advertiser should include:
- Negative match keywords such as –buy or –purchase
- Phrase match keywords
- Negative match keywords such as –review or –comparison
- Exact match keywords such as [rate], [review] or [compare]
Източник: Optimize keywords for better ROI
Ad Groups
3) In an AdWords account, which statistic is viewable for each ad group?
- Percentage of impressions blocked by negative keywords
- Performance by Internet Protocol (IP) address
- Purchase funnel abandonment by step
- Average cost-per-click (CPC)
Източник: How ad groups work
Ads
4) An advertiser who is selling computer monitors is writing new ad text for an existing ad group. Which line of ad text is written according to Google AdWords advertising policies?
- BUY affordable LCDs
- **Free** delivery on LCDs
- Cheap cheap cheap monitors
- 20-70% off LCD monitors
Източник: Editorial standards
Ad extensions
5) Business listings in Google Places can be:
- Conversions in AdWords
- Location extensions in AdWords
- Physical locations or mobile applications
- Entered into their own ad auction
Източник: Set up location extensions
Landing page experience
6) 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?
- The page on the site where users can register as “frequent shoppers”
- The page on the site that displays only roses
- The “Contact Us” page of the site
- The homepage that displays all five types of flowers
Източник: Understanding landing page experience
Budget, Bids and Bidding
7) An Advertiser enabled Conversion Optimiser and noticed a decrease in the number of conversions. What could have caused this decrease to occur?
- The ads in the campaign are waiting to be approved
- The maximum cost-per-acquisition (CPA) bid was lower than the recommended amount
- The specific Conversion Optimiser code snippet was not added to the site
- The cost-per-click (CPC) bid was lower than the recommended amount
Източник: Determining your CPA bid amount
Reports and Measuring
8 ) In a Reach and Frequency report, “Reach” is defined as the:
- Geographic locations in which an ad is served
- Distance between a user exposed to an ad and the business location of the advertiser
- Demographic populations to which an ad is served
- Number of unique users exposed to an ad
Източник: Measuring reach and frequency
Quality score
9) 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?
- Change keyword match types from exact to phrase match
- Review Impression Share report data to identify missed opportunities
- Lower bids on keywords with high click-through rates (CTR’s)
- Make changes to improve the Quality score of the ad’s keywords
Източник: Quality score and campaign performance
Invalid traffic
10) 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:
- Internet Service Provides (ISP’s) who assign the same IP address to multiple users
- Query parsing being used to show geo-targeted ads to users in a different city
- Incorrect IP address information filtered from Google Analytics
- Duplicate keywords added to multiple ad groups in one campaign
Източник: IP address
Conversion tracking
11) Assuming default cookie expiry timing, a conversion (1-per-click) is recorded when:
- Multiple conversions result from a single AdWords ad click
- A user clicks an AdWords ad
- A user visits a website within 30 days of clicking an AdWords ad
- A single conversion is made within 30 days following an AdWords ad click
Източник: Conversions (1-per-click)
Източник: Conversion window
Conversion value
12) You’re 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 offering?
- (10$)*(%basic customers)+(20$)*(%pro customers)
- (10$)*(%basic customers)*(basic average lifetime in months) )+(20$)*(%pro customers)*(Pro average lifetime in months)
- (10$*20$)*(total monthly conversions)/(total customer count)
- (10$+20$)*(%basic customers)*(basic average lifetime in months)/(20$)*(% Pro customers)*(Pro average lifetime in months)
Източник: Factoring in lifetime customer value
Conversion Optimizer
13) Which AdWords feature is compatible with Conversion Optimiser?
- Ad Extensions
- Advanced Ad Scheduling
- Separate Display Network bids
- Enhanced CPC
Източник: The following AdWords features aren't compatible with Conversion Източник: Optimiser: Troubleshooting for Conversion Optimizer
How to Maximise profit
14) You are launching a new campaign selling stylish office furniture. You’d like to grow it to maximise profit for all traffic available on your current keywords if only allowed one cycle, which order to steps below is most likely to capture the most profit?
- Test different bids to optimize profit (next) Achieve profitability (next) Gradually increase AdWords Daily budget to traffic available, maintaining profitability each step
- Test different bids to optimize profit (next) Gradually increase AdWords Daily budget to traffic available, maintaining profitability each step (next) Achieve profitability
- Achieve profitability (next) Test different bids to optimize profit (next) Gradually increase AdWords Daily budget to traffic available, maintaining profitability each step
- Achieve profitability (next) Gradually increase AdWords Daily budget to traffic available, maintaining profitability each step (next) Test different bids to optimize profit
Източник: Growing a profitable campaign
Източник: Improve your return
Не пропускайте темите във форума:
Въпроси и отговори Google Adwords Display Advanced certification exams
Въпроси, отговори, източници - Google Mobile Advertising Exam
Въпроси, отговори, източници - Google Adwords Video Marketing Exam
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