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*** Many successful mobile sites have large “touch targets” for clicking that take into account ______.

the lack of precision on a touch screen

responsive design based on touch

location where mobile device is being used

time of day

*** Which extensions can help drive installs of your mobile app?

Remarketing lists for search ads (RLSAs )

Sitelink extensions

Structured snippet extensions

App extensions

*** To show an ad, which is eligible to appear on search partner sites, on the mobile version of Google Maps, you should use:

location extensions

store visit extensions

mobile extensions

product extensions

*** Why do advertisers care about driving calls to their business?

They’re faster.

Mobile call ads are easier to win in auctions.

Younger demographics prefer to order by phone call.

Conversion rates are often much higher from calls.

*** What is a lightbox ad?

A cross–screen expandable ad format that optimizes for taps or swipes on mobile and mouse-overs or clicks on desktops

A remarketing specific ad format to announce new features of your app

A type of ad format that shows extra information (“extending” from your text ads) about your business

A mobile text ad

*** App remarketing allows you to target people who:

have used your app before

have searched for your app

all of the listed answers are incorrect

have searched for apps similar to yours

*** Your universal app campaign ad can appear as an in-stream video ad on YouTube provided which is true?

An additional YouTube charge is paid.

Video assets are provided.

The app makes use of streaming video

Only landscape videos are used.

*** To re–engage users with an app, use the following strategies:

Build remarketing lists, engage in reactive outreach, offer something free, and don’t track anything outside of installs

Build remarketing lists, engage in proactive outreach, offer something unique, use deep linking, and track everything beyond installs to understand your most valuable users

Build remarketing lists, engage in reactive outreach, use deep linking, and track outside of installs for your most valuable users

Build general email lists, engage in reactive outreach, don’t use deep linking, and don’t track outside of installs

*** Say you’ve got a campaign that performs well on mobile devices with a max CPC bid of US$2. To show your ad to more customers on mobile devices, you increase your bid by 15% for searches on mobile devices. What would be the resulting bid for searches on mobile devices bid amount?

$2.00

$2.30

$1.70

$2.50

*** Showrooming refers to:

The phenomenon where various brands within similar categories compete for brand placement on a mobile device

The phenomenon which turns brick and mortar stores into showroom apps for mobile users

The phenomenon which turns brick and mortar stores into showrooms for products which are then purchased online or via mobile

The phenomenon where brands sell specialty or limited quantity goods through mobile

*** Which is a good app design practice?

Get users to enter valuable user profile information immediately when they first open the app.

Zoom viewers in automatically for app content you know is most important.

Don’t interrupt users when they make mistakes completing forms, wait until they submit and provide a single report with all errors.

Make previous searches and recent purchases readily available.

*** The path to conversion on mobile is not the same as on desktop or tablet due to all of the following except:

intent

context

differing screen size

functionality

*** All of these were recommended to help build a faster site except?

Site works on a range of screens and devices

Implementation of AMP (Accelerated Mobile Page) best practices

Optimized content delivery

Customer surveys about site performance

*** These are all key to good mobile site design except?

Easy search

Easy navigation

Easy user customization

Easy conversion

*** Which of the following is a way for an advertiser to monetize their app?

In–app ads

Charging for app downloads from the Apple iTunes or Google Play store

All of the listed answers are correct

In–app purchases

*** To understand the full value of mobile, you must take into account:

Utilization of mobile ad formats, extensions, app and mobile site design best practices

Mobile conversions

Cross device and mobile conversions

App downloads, calls, store visits, cross device conversion, mobile conversions

*** An app developer might use remarketing if they wanted to promote a paid version of their game to everyone who played the free version and reached level 10.

True

False

*** Which of the following is true about apps?

Apps are more geared towards retention, loyalty, and engagement

Apps and mobile optimized sites are the same thing

Apps are more geared towards acquisition purposes

Once a user downloads an app, they are likely to return and engage with it

*** How can you re-engage users who have abandoned your app after their first use?

By offering store credit for users who click your ads

Remarket to app users with a compelling message across search, display, and video

By engaging users who visit your desktop website

Offer deeper discounts to entice visitors.

*** The codeless conversion tracking solution is usually recommended for app downloads on Android OS over SDK or server to server solution when speed and ease of implementation is a priority.

True

False

*** You can use a mobile specific display URL to:

Effectively track conversions to your desktop site

Show consumers that you are a large brand

Indicate that you have a mobile–friendly landing page

Differentiate yourself from other advertisers

*** Mobile presents an opportunity for a more targeted marketing message because you have an understanding of context such as time, location, and proximity of the customer.

False

True

*** Firebase can reduce complication for advertisers by providing them only one SDK to track all traffic sources, including ad networks.

False

True

*** When conversion data shows that mobile drives more value, you would _____ your mobile bid. When conversion data shows that desktop drives more value, you would ______ your mobile bid.

lower, lower

lower, raise

raise, raise

raise, lower

*** A driver stops for gas and their smartphone buzzes with a text offering a free coffee inside the gas station. What does mobile provide advertisers that enables them to offer this to customers?

Wi-Fi

Cell signals

Customer profiles

Context

*** Which of the following is true about mobile optimized websites?

Visitors to your mobile–optimized site will be at the same point in the purchase funnel as visitors to your desktop website

You should build your app before your mobile website

Mobile websites should only focus on task–based functionality and be a stripped–downversion of your desktop website

Mobile–friendly experiences typically feature easy navigation, quick–to–loadimages, and streamlined text

*** Marissa is the marketing lead for a popular free-to-play mobile game. Her goal is to increase revenue that her company earns from in-game purchases. What should Marissa optimize for in her universal app campaign?

Target cost per install (tCPI)

Get new users for her app.

Get new users who most likely complete in-app actions.

Google Play Store optimization

*** An advertiser would not use Google Ads’ mobile offering to:

track conversions once a user downloads their app

build a mobile–optimized website

advertise their app

engage with users who have already downloaded their app

*** AdMob is ____.

a custom deep link

Google Ads’ non–owned and operated mobile app inventory

an app promotion ad format

an ad extension

*** Call conversions, which can be tracked by businesses in eligible countries, can be used to track calls from users who visited a website from any source.

True

False

*** Deep–linking allows:

ads to direct customers into deeper, more targeted sections of the app

mobile and desktop users to navigate within a mobile app

desktop users to be able to access deeper, more targeted sections within a mobile app

ads to direct new customers only into deeper, more targeted sections of the app

*** To track conversions in an app, you can add the Firebase SDK to your app. SDK stands for:

schema development key

software deprecation kit

software development kit

schema development kit

*** Where can universal app campaigns run?

Within other apps, also known as in–app

On the Search and Display Networks, and YouTube

Only on AdMob

Only on the Google Play store

*** Sitelink extensions:

allow advertisers to give users the option to land directly on specific pages of your site

allow targeted remarketing list users to land directly on specific pages of your site

decrease clickthrough rates (CTR) as users are sent to specific pages of your site

show your business address, phone number, and a map marker with your ad text

*** A ______ specifies a location in an app that corresponds to the content you’d like to show.

remarketing link

deep link

location extension

location link

*** Why should you build a mobile site or app instead of just resizing your desktop site for a smaller screen?

Mobile users don’t need all the features a website can offer.

Mobile browsers aren’t powerful enough to load most desktop sites.

Desktop sites typically don’t load quickly on mobile devices.

It’s a cheap way to provide a narrower set of options to mobile customers.

*** What is a reason many advertisers end up undervaluing mobile’s contribution to conversions?

Many in traditional retail are not mobile users.

They don’t use Google Ads.

No one has figured a way to “see” mobile’s contribution yet.

They use a last-click attribution model to measure performance, which ignores clicks earlier in the conversion path that may come from other devices.

*** Target cost-per-acquisition (CPA), which factors in auction-time signals including device, location, time of day, remarketing list, language, and operating system, automatically optimizes bids across:

search and display inventory to help advertisers reach their desired cost-per-click(CPC) goal

search inventory to help advertisers reach their desired cost-per-install goal

search and display inventory to help advertisers reach their desired cost-per-install goal

search and display inventory to help advertisers reach their desired cost-per-impressiongoal

*** To more fully capture mobile’s contribution to a sale, advertisers need to consider what?

More than just the last click

Just the last click

Customer intent

The first and last click

*** What is a simple way to target ads to mobile users when they’re near your physical store locations?

Target users you know have called your Google Ads call-only ad.

Target a radius around your Google My Business location(s).

Target specific users you know live near your store.

Target a radius around your city.

*** Which of the following is not a type of mobile ad extension?

Sitelink extension

App extension

Download extension

Call extension

*** Viewable impressions allow you to:

pay for ads when they are displayed in a viewable position

only pay for those ads that are actually viewed

pay for ads that are viewed and also converted

only pay for video ads that are viewed within an hour

*** How do upgraded URLs help advertisers with third-party conversion tracking?

Show app install ads only to people who haven’t downloaded the app yet

Allow advertisers to direct users to the app store to download their app

Manage a single tracking URL at the campaign, ad group, or ad level that is separate from the landing page URL

Show deep link URLs only to people who already have the app

*** App downloads are conversions that are tracked when a user downloads or installs a mobile application for the first time.

False

True

*** If you value mobile traffic over desktop, which bid adjustment should you set?

Increase bid adjustment for mobile and desktop

Increase bid adjustment for mobile

Increase bid adjustment for tablets

Increase bid adjustment for desktop

*** ________ is a tool that can show you what happens after a customer clicks on your ads; whether they made a purchase, downloaded an app, or called your business.

Sitelinks

App extensions

Conversion tracking

Keyword Planner

*** Generally speaking, mobile sites are good for acquiring new customers and inspiring new relationships while mobile apps are good for servicing and engaging existing customers and retaining current relationships.

False

True

*** How does Google Ads data-driven attribution give credit for conversions?

It gives more credit to clicks that happened closer to the conversion.

It uses the linear model to credit conversions equally across all clicks on the path.

It uses your unique account data and machine learning technology to distribute credit between ad clicks according to which touchpoints were most critical to the conversion.

It gives 40 percent credit to the first click and spreads the remaining 60 percent across all other clicks in the conversion path.

*** A newer kind of mobile site can do a lot of what only apps used to do, so the line has blurred between sites and apps. What are these sites called?

Progressive Sites

Progressive Web Apps

Enhanced Mobile Sites

Mobile Site Apps

*** Google Ads Smart Bidding uses machine learning and your account data to help you do what?

Make informed bidding decisions and value mobile accurately.

Prevent your total spend from surpassing the hard limit you set.

Let you adjust your bids manually, so you’re visible when customers are looking for you.

Limit your bids to the times of day when competition for ad space is lowest.

*** _______ are a type of ad format that show extra information about your business.

Deep link ad extensions

AdMob extensions

App installs

Ad extensions

*** To connect Firebase to Google Ads, which of these is required?

*** Why do mobile advertisers care about driving physical store traffic?

Customers buy more online when they know they have the option to visit a physical store.

All demographics exhibit more loyalty after visiting a store.

Vast majority of sales still occur in physical stores.

Online retailers who also offer a physical store option have been shown to bring in the most revenue.

*** Which kind of targeting can help deliver ads to mobile users when they’re physically near your business location?

Ad schedule targeting

Location targeting

Keyword targeting

Profile targeting

*** Roger has your app installed on his phone. While browsing products online, he happens upon a link to one of your products. He’s interested and clicks the link. If you enabled deep linking, where does Roger go to next?

The product page on your mobile site

The product page on your app

Your mobile site’s homepage

The Google Play or App store, where he can install your app

*** What two things can you track with Google Ads out of the box without making any code changes to your app?

Android app downloads and Android in-app purchases

App installs and core user demographics

All app installs and all in-app purchases

You can actually track any custom event you want to define.

*** Automated bidding is ideal for advertisers who:

want to set their own bids for individual ad groups

don’t want to spend a lot of time managing keywords

want to save time managing bids based on hundreds of signals

want to set their own bids for individual keywords

*** Which is a benefit of using server–to–server app conversion tracking over an SDK?

Adding SDK and conversion tracking changes to your app doesn’t require review by the Google Play Store

If not implemented correctly, adding the SDK and conversion tracking code could result in bugs in the app

Adding multiple SDKs for various advertising or analytics platforms have no impact on app code file–size

Server–to–server connections are easier to set up than code–less conversion tracking

*** An app advertiser would want to use a third-party tracking company to:

have more control when communicating with each ad network

have a single SDK to add to your app instead of one from each ad network

see which of an app’s new users came from recent advertising clicks or views

receive reporting on basic usage analytics

*** Call conversions, which can be tracked by businesses in eligible countries, can help advertisers understand the value that calls from their ads are driving by counting calls of a minimum duration to a Google forwarding number as conversions.

*** Showing your ads on top of the mobile page in search results is beneficial because:

ads below the results get more prominent notice with smaller mobile screens. There are also ads on the right–hand side of the results on mobile.

ads above the results get more prominent notice with desktop screens. There are also no ads on the right–hand side of the results on mobile.

ads above the results get more prominent notice with larger mobile screens. There are also no ads on the right–hand side of the results on mobile.

ads above the results might get more prominent notice with smaller mobile screens. There are also no ads on the right–hand side of the results on mobile.

*** An advertiser with stores throughout the country could use location extension targeting to:

target users in the same way across all of their locations

decrease bids by 50% for users who are within 10 miles of their stores

target users who are within 10 miles of one particular city in the country

target users who are within 20 miles of one particular city in the country

*** When you use an automated bid strategy, it will automatically optimize your bids based on:

your key performance indicator (KPI)

your remarketing list

your Quality Score

your search terms data

*** Your company has chosen a third-party app analytics service and they happen to be a part of the App Attribution Partners program. In order to share data between Google Ads and your partner’s platform, what do you need to do?

Establish a server-to-server connection using postback URLs.

Generate a link ID and share it with your partner.

Consider a partner that is not part of the program, as it is not possible.

Export and share the data as a CSV file.

*** Which automated bid strategy might help improve the chances that your ad gets to the top of the page?

Target return on ad spend (ROAS)

Target search page location

Target cost–per–acquisition (CPA)

Target outranking share

*** Select the one way NOT to track app conversions.

Adding a Javascript snippet to your website

Using codeless Android install tracking

Using an app analytics provider for your Google Ads campaigns

Integrating Firebase in your app

*** iOS app conversion tracking cannot be set up using:

codeless conversion tracking

server-to-server (S2S)

install confirmation feedback

a SDK

*** Your manager thinks the detail you’ve used in your customer portraits isn’t necessary. What should you do next?

Advocate for keeping the detail in the portraits because it represents very accurately what the people in your focus groups told you.

Point out that the more you know about your audience, the more targeted you can be with your messages across the entire journey.

Agree with your manager and redo all the portraits according to his vision. Implement a best practice to follow suit.

Say that you see his point and that this is just a way for you to glean more insights. You’ll be prioritizing demographic data only.

*** What is the risk to a brand if it wants to be everything to every possible customer?

It won’t be able to keep up with the demand.

It could lose its unique differentiator within the market.

It would spend too much money automating its marketing efforts.

There is absolutely zero risk. This is what all brands should do.

*** What would you recommend for a company that wasn’t yet clear who their target is or their unique benefit?

Use a Strengths, Weaknesses, Opportunities, Threats framework

Try a content analysis

Do a cost analysis

Write a positioning statement

*** You received some feedback that your team thinks you missed some vital micro-moments. What do you do to find the ones you missed? (Duplicate 1)

Just focus on the moments where your customers use smartphones and mobile devices

Rule out signals such as likes, browse behavior, and reading an article

Go back and try to re-anticipate all the touch points your customers may have

Disregard the feedback and trust that your instincts are correct

*** Imagine you were explaining how to stay relevant in the digital ecosystem. What would be the most important point to get across?

The value of blasting a one-sized-fits-all message at scale

Apply the same principles you used to use for print, radio, and tv to search and digital

The journey hasn’t changed, customers move through a funnel toward purchase

Marketers must understand a customer’s intent

*** You’ve been asked to identify micro-moments for a new automotive client. Where do you start?

Avoid location data and information relating to time

Look at your data to get insights on customer behavior

Capture each and every moment you can. Don’t hold back.

Just focus on the moments involving cash transactions

*** What is the main difference between a traditional campaign brief and a digital-first one?

A digital-first brief highlights all the digital formats and channels available to creatives.

A digital-first brief summarizes every media metric the campaign should hit, along with tactics to use.

A digital-first brief focuses on the consumer and the desired shift in their behavior, not on media metrics.

A digital-first brief values e-commerce and has already shaped the creative teams should use.

*** Why is a digital-first brief an important part of the campaign process?

It ensures all teams are aware of budget, the parameters of the project, and how to execute the key messages.

It gives teams a sense of what the key performance indicators for the project will be and what the key message will be for their channel.

It stimulates people to come up with creative, diverse, and expansive solutions befitting a digital landscape.

It provides ample detail and prevents contributors from going off message and out of scope.

*** The other day you were searching for electronic music schools and visited some related sites. A few days later you were curious about how many calories were in the curry rice you had at lunch and searched “calories in curry rice”. You landed on a site with nutritional tips and noticed a display ad for an electronic music school. You decide to click on it. What signal was used to target you with this ad?

All those who searched for a recipe

People who searched for “where to buy chicken curry”

People who were interested in half marathons in the area

An earlier site visit of electronic music school

*** Louise, who works for a computer company, sent her loyal customers and brand fans a display ad with this message: “For your first purchase, get a discount” display ad. Why didn’t this work?

This message would have worked better for the “See” stage.

This message would have worked better for the “Care” stage.

This message would have worked better for the “Think” stage.

This message would have worked better for the “Do” stage.

*** What would be the best format and message for a women’s clothing retailer in the “Do” stage?

Blog post outlining fashion trends

Newsletter on tips to take care of your new garment

Search ads with discounts and a site-link extension leading to product

Skippable pre-roll ad talking about how the clothing is manufactured and designed

*** You work for a perfume company and identified a customer portrait for young, working moms who are fans of organic, natural products. How would you target them during the “Think” stage of See, Think, Do, Care?

Create a search campaign based around the terms “looking for organic, hypoallergenic perfume”

Deliver a display ad that promotes a blog post on the top perfume ingredients that work well for children who have allergies

Make a pre-roll, skippable video ad that showcases the lifestyles of your target audience

Send out an exclusive newsletter with instructions on how to apply for a loyalty discount card

*** Imagine you created a sponsored post for your target audience. The post linked to a detailed side-by-side comparison of your product suite. You noticed that you received very little traffic. What principle would you need to strengthen?

Aware of intent

Digital-first

All three principles

Link to brand

*** To capture the “Do” stage for a marketing campaign selling men’s razors, you invited users who watched your entire pre-roll ad to sign up for a newsletter on male grooming trends. The results were dismal. Why?

This was a great idea to reward loyal customers.

This would have been better as an awareness campaign.

This tactic would have been appropriate for the “Think” stage.

This tactic didn’t consider personas or opposites attract thinking.

*** How can buyers test the API request and response using live data?

Use the “Try this API” widget

Review the Ad Exchange Help Center

Check Ad Exchange reporting

Reference the RTB Breakout

*** Which is a benefit for buyers using the Ad Exchange Creatives API?

Bulk submission of creatives

Creative testing

Automatically generated reports

Easy assignment of creatives for pre-targeting

*** Britta wants to see how many impressions were lost at each stage of the bidding process. What feature of the Ad Exchange API would she use to get this information?

Marketplace API

RTB Breakout API

Creatives API

Billing API

*** How does the Ad Exchange Creatives API help buyers ensure their creatives are set to successfully compete in the auction?

It’s easy to bulk submit creatives.

It’s easy to run checks on creative approval status.

It’s easy to assign creatives to pre-targeting.

It’s easy to retrieve a list of active creatives.

*** What method is used to verify that an API call is allowed to access a specific Ad Exchange account?

Reporting data is used to ensure that the correct data is received.

DoubleClick support enables the Ad Exchange account for API access.

Authorization tokens are passed between the client and the API.

Encrypted calls are used to exchange data between accounts.

*** You could build an alerting system for when bid filtering exceeds a certain amount by using which API feature?

Pre-targeting API

RTB Breakout API

Creatives API

Marketplace API

*** Managing client access to the Marketplace through the Ad Exchange API provides what benefit?

Buyers can see the status of their client’s negotiations.

Buyers can submit client’s creatives to the Marketplace.

Buyers can check their client’s creatives against pre-targeting.

Buyers can manage client invoicing directly in the API.

*** Which is a benefit of using the data available through the RTB Breakout API?

Buyers can automate modifications to bidding.

Buyers can run A/B tests on their creatives.

Buyers can automate modifications to their creatives.

Buyers can run A/B tests on their landing pages.

*** Bulk submission of creatives is a benefit of which API feature?

Marketplace API

RTB Breakout API

Pre-targeting API

Creatives API

*** Which API feature exposes granular data around where in the pipeline bidders are missing the chance to win an ad impression?

Marketplace API

RTB Breakout API

Pre-targeting API

Creatives API

*** A Partner Program channel can serve ads on YouTube once it reaches 100 views.

False

True

*** Who controls the type of site content that’s acceptable for your ads to appear on?

You

Industry-respected certification organizations

Google

Consumers who watch ads

*** Why would an advertiser use pre-targeting vertical exclusions?

If they wanted to prevent their ads from running on a specific mobile app

If they wanted to prevent their ads from running on mobile and tablet devices

If they wanted to prevent their ads from running on inventory from specific domains, channels, videos, and about certain subjects

If they wanted to prevent their ads from running on a specific publisher domain

*** These were created to promote a positive community for video creators, users, and advertisers alike on YouTube.

Google Display Network Policies

AdSense Program Policies

YouTube Community Guidelines

YouTube Partner Program

*** An advertiser wants to serve on sites that are suitable for all age groups and wants to prevent their ads from running on sexually-suggestive content. What brand control should they use?

Third-party verification

Sensitive categories

Pre-targeting vertical exclusions

Pre-targeting URL exclusions

*** To be eligible for advertising, which of the following must videos comply with?

Advertiser friendly content guidelines

AdSense Program Policies

Search Network Policies

Nothing

*** How does Google determine which content is suitable for advertising on the Display Network?

All publishers are required to adhere to the AdSense policies, which dictate the types of content suitable for ads.

Publishers tell Google which content is suitable for ads.

Once Google approves a new publisher, all of that publisher’s content is eligible to serve ads through the Display Network.

It categorizes content into three categories: low, medium, and premier.

*** Which of the following is correct?

Positioning ads next to violent content is allowed.

Positioning ads next to pornographic or mature content is allowed.

Using artificial means to inflate impressions, conversions and/or clicks are not allowed under specific circumstances.

Placing ads in webmail applications is allowed.

*** During implementation the client has indicated that they will need to serve pop-ups to various areas of the site. When generating ad tags what must be done?

Define the name within the div id

All of the above

Check the Out-of-page unit checkbox in the ‘Generate tags’ window.

The tag is missing the parameter dw=1, which will surround the response in document.write(‘’);

Specify the various pop-up sizes in the googletag.defineSlot() function.

*** When serving mobile ads directly to an app, tags do not need to be size specific or specific to a mobile operating system.

True

False

*** When a pass-back is used, Ad Manager counts two impressions for each ad served.

False

True

*** To block the general category of ‘Home & Garden’ ads from showing on your Mobile In-App inventory for tablets, what should be selected in the targeting section of a blocking rule?

Inventory sizes”

Mobile apps

Device categories

Operating systems

*** The reporting metric “total network impressions” includes “unfilled impressions”

False

True

*** Which of these features are app specific and not available for Mobile web? Select all that apply.

Splash creative

Frequency capping

Video interstitials

SDK mediation

*** A maximum of ___ images can be included in a mobile image carousel.

5 / five

3

4

*** Which of the following net bids would win in the Ad Manager auction?

Ad Manager Buyer 4 net bid: $4.60 CPM

Ad Manager Buyer 1 net bid: $4.75 CPM

Ad Manager Buyer 3 net bid: $5.00 CPM

Ad Manager Buyer 2 net bid: $4.50 CPM

*** Ad units can have multiple sizes defined.

MAY BE

TRUE

FALSE

NONE

*** A publisher typically uses Ad Manager to traffic Ad Manager ads in order to streamline their direct demand source.

False

True

*** What is the effect of a trafficker changing a key-value pair from pre-defined to freeform (and changing back 5 minutes later)?

No effect since the change happened within 5 minutes

All keys AND values will be lost and both types need to be reentered

All values will be lost and need to be reentered

Line items using this key-value pair will need to have targeting redone

Forecasting will be lost

*** A line item targeting a special ad unit will always serve to its children ad units.

MAY BE

FALSE

TRUE

NONE

*** The “Override blocks” button was designed to disregard specific blocking rules in your Ad Manager account that may prevent a Preferred Deal or Private Auction from transacting.

False

True

*** A client wants to serve a roadblock. However, they are using GPT format tags without SRA. What is a potential issue?

GPT format tags do not support roadblocks with more than 3 companions

They will be unable to deliver guaranteed roadblocks

A and C

The GPT tags must be asynchronous

*** Violation of the Ad Exchange program guidelines could lead to the suspension of the publisher’s account.

False

True

*** What would you recommend to a retail publisher who is trying to run a forecast for Black Friday (a day when users buy a lot more goods than usual) in Ad Manager?

None of the Above

Nothing, Ad Manager will automatically know to increase inventory based on what happened last year

Forecast Adjustments & Historical Basis Rules

Ad Manager’s forecasting team creates a statistical model that it uploads to all networks globally to adjust for increased Black Friday delivery

A and C

*** Key values are case sensitive.

True

False

*** Which source type requires a URL in order to sync with the content source and ingest content metadata?

Brightcove

MRSS

Ooyala

YouTube

*** Since all Ad Manager networks are automatically enabled with Mobile In-App, a user can target either a mobile or desktop Ad Manager web property alias in Ad Manager without needing any initial setup from the Google support team.

False

True

*** Click Tracking line items are possible in Ad Manager 360.

True and they’re created at the line item level True;

they’re created via a system defined template

FALSE

True; however, they do not require the creation of a line

item B and C

*** Ad units can be saved without a defined size.

MAY BE

NONE

TRUE

FALSE

*** A publisher has just switched over to Ad Manager 360 from another product 10 days ago. They are concerned the forecasting data they are seeing isn’t correct. What can you tell them to do?

Remove house ads from serving to specific ad units in question

Ad Manager is most accurate with 28 days of data so some forecasting may not be accurate

Check key-values in the tags on the webpages and make sure they’re correct.

Ad Manager needs only 7 days of data before being able to forecast so the forecast must be correct

A and D

*** When testing if conversion tracking has been correctly implemented, where would you find a ping from I/GoogleConversionReporter?

Conversion tracking SDK

Activity group

Activity tag

Application log

*** When creating a new rule, in which targeting option can you find the ability to include ‘Interstitial’ inventory?

Mobile apps

Inventory sizes

Operating sytems

Device categories

*** Ad Manager takes into account 28 days of historical data when running forecasts. Today is Monday. Which of the following accurately describes how the system forecasts what it believes will serve to a publisher’s homepage ad unit next Monday.

Ad Manager looks back to the 2nd Monday in the system and assumes that next Monday will have the same traffic for the publisher’s homepage ad unit.

Ad Manager looks back to the 1st Monday in the sample file and assumes that next Monday will have the same traffic for the publisher’s homepage ad unit.

Ad Manager does trend analysis from the last four weeks to try to estimate how many impressions you’ll receive next Monday on the publisher’s homepage ad unit.

None of the above

Ad Manager takes a flat average of all of the past 4 Mondays and assumes every Monday from now on will have that average number of impressions, including next Monday, for the publisher’s homepage ad unit.

*** Which section of a Blocking rule allows publishers to block Apparel ads?

Advertiser URLs

General categories

Sensitive categories

Cookie and data uses

*** After 30 days of becoming an Ad Manager NPM partner, ad requests from unclassified domains will not deliver any ads.

False

True

*** True or False? You can use both synchronous and asynchronous GPT tag types together on a single page.

False

True

*** Which of the following does not comply with the Network Partner Management policy?

Network Partners are bound by the same program guidelines as all Ad Manager publishers.

Network Partners are not allowed to further subsyndicate and monetize inventory not owned by them.

Publishers must declare all domains before they can be served ads, including both their own domains and their network partners’ domains.

Publishers should always be aware of the content their Network Partners are monetizing.

Publishers must have a direct, but not necessarily contractual, relationship with a network partner to run Ad Manager ads on their site.

*** In Ad Manager, Google collects payments from buyers and pays the seller, but does not take on the collection risk. Therefore if Google does not collect from the buyer, the seller will not get paid.

False

True

*** This is your clients hierarchy: >Top level ad unit: Sports >Second level ad unit: Basketball (under Sports) >Third level ad unit: Lakers (under Basketball) >Third level special ad unit: Spurs (under Basketball) If an ad should serve to the ad unit Sports, which ad units are eligible?

Sports, Basketball, Lakers, and Spurs

Sports, Lakers

Sports, Basketball, and Lakers

Sports and Basketball

Sports

*** Correctly order the creation steps of a new Preferred Deal.

*** A publisher based in New York complains no one in their office can see an ad on their homepage that should be delivering. You check Ad Manager and see the line item is a sponsorship at 100% and is targeted correctly on the page. You notice the ad is geotargeted to the cities of New York, San Francisco, and Los Angeles. You check and you are able to see the ad. You’re based in San Francisco. You run the Google Console and it shows the ad should always win. You check with a teammate in Chicago and he can’t see that ad. What is most likely the issue?

The publisher AND your teammate have malware

The publisher is using the wrong browser

The publisher’s firewall is blocking all traffic to and from DoubleClick

The publisher’s network is routing their IP through another city

The publisher has malware

*** Which of the following is NOT a recommended practice for inventory controls?

Be sure to review the Ad technologies section periodically to make sure they allow any new ad technologies on the exchange.

Maximize the number of blocks they set on their inventory​.

Keep their most important rules at the top of the list to ensure they are reviewed first.

Combine inventory that requires the same pricing or blocking into the same rules to minimize their list of rules.

Be wary of setting floor prices without analyzing their account performance.

*** (True of False) Once a Publisher Profile is created, it must be published immediately.

True

False

*** The “Override blocks” feature only applies to RTB, or real time bidding, transactions.

False

True

*** I have the following ads 1.A sponsorship ad at priority 4 and frequency capped at 5 per day (which it has reached) 2.A sponsorship ad at priority 10 and booked for 75% of daily volume, of which it has only 68% 3.A standard normal ad at priority 8 that is booked for 15,000 impressions but has only delivered 13,000 and ends its campaign in 2 months 4.A standard normal ad at priority 8 that is booked for 12,000 impressions, has only delivered 11,000 and ends its campaign in 1 week Which will Ad Manager serve first and why?

Ad 2 because it’s has a percentage goal and this gets higher priority than absolute goals

Ad 1 because it is priority 4

Ad 4 because it’s at priority 8 and has a lower Satisfaction Index (SI)

Ad 3 because it’s at priority 8 and is standard high

Ad 2 because it’s a sponsorship ad

*** What creative type would I use if I’m hosting the creative asset in Ad Manager but looking to track impressions in two other third-party servers?

Image

Creative template

Custom creative

*** With Dynamic Allocation enabled, which of the following line items will serve?

Standard line item (Priority10) with $6.50 temporary CPM

AdSense (Priority 12) with $7 CPM

*** Can we have server-side implementation for smart phones?

yes

no

*** Can an ad unit be in multiple placements?

Yes but the risk is placements may not work as intended

Yes but the risk is users will be confused how to target an ad unit

Yes and there’s no risk

Yes but the risk is reporting will be difficult to reconcile

No

*** Which type of macro is needed to track clicks for an image creative asset uploaded in Ad Manager?

unescaped click macro

click macro

no macro is required

escaped click macro

*** (True or False) All information included in a publisher profile is systematically entered by Google. No manually inputted information is required.

False

True

*** If a standard line item is under-delivering what can you do to troubleshoot the issue?

Delete ad units to which the line item is targeted until the forecasting system says it will deliver in full

Both B and C

Run a forecast at the line item level and broaden targeting criteria for the line item.

Add more custom targeting to broaden the reach of the line item

All of the above

*** Which of these troubleshooting tools is NOT able to identify the line item id of a particular ad?

Google Publisher Console

Ad Manager Dashboard

Chrome Developer Tools

Google Publisher Toolbar

*** A Channel with a semi-transparent branding type will reveal the Publisher ID to potential buyers in a bid request.

False

True

*** A publisher is trying to keep their users happy while maximizing their revenue. Which of the following does NOT agree with user experience guidelines?

Give users as many options as possible.

Focus on your users’ goals.

Turn casual visitors into loyal users.

Ensure that users know what action to take on your site.

Tailor your experience to your users’ situation.

Employ a clear structure to guide users.

*** After creating a new tag, you can regenerate the tag code snippet at any time.

True

False

*** Which feature uses metadata to package videos based on their content into dynamic bundles and then target ads to those bundles?

Dynamic allocation

Content ingestion

Ad rules

Fallbacks

Pattern match macros

*** A publisher has determined that most of their users come to their site to read specific articles that they found through a search engine. Which approach would maximize the publisher’s revenue while keeping users happy?

Show only a snippet of the main article and include links to related articles above it to prove to the user that there’s other valuable content on their site.

Split the content into 5 pages, to have more page views.

Include some related or popular articles at the bottom of each article.

Avoid including links to related articles to allow the user to focus on the article they chose to read.

*** Estimated revenue is the exact amount a publisher will be paid in the next eligible payments cycle.

True

False

*** To properly troubleshoot Ad Manager delivery issues, you will need the live page URL.

FALSE

TRUE

NONE

MAY BE

*** Which SDK is required before serving ads to a mobile app?

Google Conversion Tracking SDK

Google Interactive Media Ads SDK

Google Mobile Ads SDK

Google App Engine SDK

*** One domain cannot be classified to more than one network partner.

False

True

*** A client has two 728×90 ad units and a 300×250 running on a page. They have a 728×90 & 300×250 sponsorship, but the sponsorships aren’t always delivering. What are the steps to troubleshoot?

All of the above

Create a test page with just one ad tag and see what returns

Check the tags on the page

Check the creative code returns a valid asset

Check the ads are trafficked properly in Ad Manager

*** Preferred Deals is a feature that allows Ad Manager sellers to offer inventory to buyers at a fixed, pre-negotiated price before the inventory is made available to other buyers in the general auction.

False

True

*** Which of the following destination options for mobile in-app ads could be used to open an application listing in the Google Play app?

Click-through URL

Phone number

Click-to-app

*** A client writes in that they’re seeing 117,149,387 unfilled impressions (over 25% of their inventory) What steps should the client take to troubleshoot?

Traffick house ads that cover ad units where there are unfilled impressions

Run a query that shows number forecasted unfilled impressions and traffic a run of network house ad with that number as its delivery goal

All of the above

B and C

Run a sell through report to show a forecast of what’s available and how much inventory is unsold

*** According to this Ad Manager video ad tag, which video ad type is being targeted? https://googleads.g.doubleclick.net/pagead/ads?client=ca-video-pub-652071 0435163184&slotname=8487431944&ad_type=skippablevideo_text_image_fl ash&description_url=http%3A%2F%2Famazingnewssite.com

Skippable instream

Standard instream

Overlay

*** What feature allows you to alter the behaviour of your mobile app when certain ads are served?

Ad unit refresh rate

Manual impression counting

App events

Conversion tracking

*** A publisher reports that they do not see a campaign with a 970×90 creative that is created as Sponsorship. Which one of the following is NOT a troubleshooting step?

Use Ad Manager Troubleshooting Tool

Validate the line item using the VAST Inspector

Check tags on the page

Create a test page

*** An SDK enables the video player to run video ads. Which one of the following is not a function of the SDK?

Compile spam & viewability signals

Select the media file for playback

Ping impression and tracking URLs

Traffic the ad in Ad Manager

Render the ad

Request and parse VAST responses

*** Which one of the following is compatible with manual impression counting?

Third-party network creatives

AdSense backfill creatives

Admob backfill creatives

Ad Manager backfill creatives

Direct-sold Ad Manager creatives

*** Which one of the following industry standard video ad types allows you to create or schedule a playlist of video ads?

VPAID

VAST

VMAP

*** Which of the following mobile ad types will match the look, feel and content of the app?

Interstitial

Native

Smart banner

Image banner

*** A creative fails to render on a client’s page even though the line item wins ad selection when you look in Charles. What tools would be most helpful in troubleshooting the issue?

Google Publisher Console to see if the line item is winning on the page

Clean test page to isolate the creative code

Chrome Developer Tools to see how the creative is interacting with the tag and the page

Both A and B

All of the Above

*** Latency is expected to be higher in a ____________.

client side implementation

server side implementation

*** Which of these video ad types is not supported by the Google IMA SDK on Android or iOS?

Companion ads

Linear ads

Ad manager

Non-linear ads

AFV ads

*** You can test out your video ad tags by using our Video Suite _________.

Inspector

Monitor

Investigator

*** Match each of the following identifiers to the platform on which they are used.

IDFA ​- with Mobile​ app (iOS)

AdID​ – Mobile​ app (Android)

Cookie​ – Mobile​ web

PPID ​- Cross​-device

*** Which SDK will you need to integrate if you want to show video ads before, after, or during video content in your app?

Google Interactive Media Ads SDK

Google Mobile Ads SDK

Google Conversion Tracking SDK

Google App Engine SDK

*** For ____________ ads, impressions are delayed by default until the ad is displayed to the user.

native

interstitial

in-stream

*** Do Rich Media ads require SDK?

No

Yes

*** When creating a new video ad tag, which “Technology” option would you select if your video player is integrated with Google’s IMA SDK?

IMA Adapter

Direct SDK

*** Your Publisher has contacted you about a possible malicious ad displaying on their site. What information do you need and how can they obtain it, to allow you to further troubleshoot?

Click URL; from the advertiser

Image location; right click,copy image address

Image creative; right click, save image

Click String; right click, copy link address

*** Taller ads tend to perform better from a viewability perspective.

False

True

*** When creating a new video ad tag, one step involves filling out a tag generator form. However, you need not fill out this form if ____________________________________.

you are using the DoubleClick for Publishers ad server with an IMA SDK compatible video player

you are not using the DoubleClick for Publishers ad server with an IMA SDK compatible video player

*** If your video player is not integrated with Google’s IMA SDK, the following Ad Manager line item priority types are available to use except …

Ad Manager

Network

Bulk

Standard

*** Which ad rules setting allows you place short video ads before or after the actual video ad runs?

Frequency caps

Podding

Geotargeting

Bumpers

*** Which is the one video creative type that will work with the fallbacks feature?

VMAP

Vast redirect

Vast inline

VPAID

*** What is a description URL?

The URL that best describes the video content playing on the page. Usually, it’s the page that houses the video player, but could also be a page with text that describes the video.

The URL that describes the publisher’s business goals.

The URL of the publisher’s “”About Us”” page on their website.

*** The MCM tool is only available to Certified Publishing Partners.

True

False

*** Advertisers who use Google AdWords can only place ads on Google owned and operated properties.

True

False

*** What is the difference between a standard user vs adminstrator account access level?

A standard user can give account access or change another user’s access level.

A standard user can’t see the “user management” page, which displays the users who have access to an account.

A standard user can can view, edit, and manage any part of an account.

*** A publisher was having trouble implementing their ad code and placed the ad within an iFrame. Is this implementation permitted by Google’s Adsense policy?

Yes

No

*** Which of the following is a requirement for AdSense publishers to get paid? Select all that apply.

Their earnings need to have been validated for accuracy by Google.

Their earnings need to have reached the payment threshold.

They need to be in compliance with AdSense policies.

There need to be no holds on their account.

*** What is full management mode?

Only new ad units created by the child publisher are automatically managed by you.

New and pre-existing ad units created by the child publisher are automatically managed by you.

There is no full management mode.

Only pre-existing ad units created by the child publisher are automatically managed by you.

*** A publisher whose site contains a lot of user-generated content would like to ensure they don’t violate the AdSense content policies. Which of the following would NOT be an effective solution?

Disable ad serving until post is reviewed.

Enabling their users to report possible abuse by adding a “Report violations” link to every post.

Use Captcha verification to prevent automated posts.

Place the AdSense code only on content created by themselves, by their own staff or by users they can trust.

Develop a keyword filtering system to monitor the content.

Do nothing, as publishers are not responsible for monitoring the user-generated content on their site.

*** A publisher’s AdSense account reached the payment threshold at 1st February. When will they get paid?

Before the end of April.

Before the end of February.

The first week of March.

Before the end of March.

*** CPM is an AdSense-only term used to report publishers’ impression-based revenue and RPM is an industry-wide term that refers to impression-based bids from advertisers.

True

False

*** ABC is partially managing publisher A’s Adsense account under partial management. What steps can ABC take to manage publishers A’s newly created ad units?

Access to publisher A’s account and visit the My ads rab to find list of managed and unmanaged ad units. Select the tickbox next to unmanaged, select Actions and then select Manage.

Send publisher A a new publisher invitation.

Go to the Admin tab, under Manage accounts, select the publisher name and change the Management mode.

*** When a publisher visits his own sports news site, he notices that the ads unit sizes he has selected for his homepage don’t really fit the style of his website. What can he do?

He can create custom-sized ad units, where he can specify the width and height of the ad that he wants to appear on his page.

There’s nothing he can do. You can only use the given ad sizes that are in Adsense UI.

He can change the Adsense synchronous code implementation.

*** Users with access to my Analytics account will not have access to my AdSense account.

False

True

*** Which one of the following products is NOT an option for monetization with the AdSense MCM tool?

AdSense for Video

AdSense for Search

AdSense For Content

AdSense for Games

*** A publisher wants to add a blocking rule across one of their domains but first he/she must add the site under Site Management. Which URL format will the publisher use to ensure that the blocking rule is applied to the entire domain?

forums.example.com

example.com

www.example.com

*** Google AdSense publishers are not allowed to use Google AdWords to increase their site traffic.

True

False

*** Which of the below is an online marketplace where buyers can purchase inventory from multiple participating sellers and publishers can manage multiple buyers to get the highest yield at scale?

DoubleClick Ad Manager

Google AdSense

Google AdWords

DoubleClick for Publishers (Ad Manager) Small Business

*** What is NOT the reason for AdSense earning deduction?

Clicks from other country

Invalid clicks

Spam traffic

*** Which one of the following is an option for a managed publisher to remove the Channel Partner as an account Manager in their AdSense UI?

Under Settings > Payments

Under Settings > Account > Account Information

Under Settings > Access and Authorization > User Management

Under Settings > Access and Authorization > Third Party Access

*** Which of the following Google products can be served through Dynamic Allocation? Select all that apply.

AdSense

Admob

AdExchange

*** How many standard users and administrators can an AdSense account have?

10

Unlimited

100

10 users, 5 administrators

*** You can’t integrate one Adsense property with multiple Analytics web properties.

False

True

*** You can use ads to target by keywords.

No, AdSense only targets ads based on overall site content, not keywords or categories.

Yes, you can do this if you select the option in the Adsense UI.

*** What is partial management mode?

It means that new or pre-existing ad units created are not managed by default.

Only pre-existing ad units created by the child publisher are automatically managed by you.

There is no partial management mode.

Only new ad units created by the child publisher are automatically managed by you.

*** Which of the following Ad Manager SB terms describes the process of setting up and managing ad campaigns by creating orders, line items and creatives and targeting them?

Inventory

Trafficking

Reporting

Forecasting

Tagging

*** How should a publisher best react when they receive a policy notification asking them to make changes to their site?

Immediately remove the AdSense ad code from the site.Immediately remove the AdSense ad code from the site.

Immediately take the example URL down.

Carefully read the notification and make the required changes to make the site compliant.

*** Ad Manager forecasting is designed to help publishers sell all of their inventory while avoiding overselling.

True

False

*** Which of the following does NOT violate the AdSense ad implementation policies?

An arrow pointing to the ads.

A label “Sponsored Links” placed above the ads.

The phrase “Help keep this site running, check out our sponsors” placed next to the ads.

Ads placed in a pop-up window.

*** What happens if you don’t define the revenue share for a publisher?

25% goes to the publisher.

100% goes to the Channel Partner.

100% goes to the publisher.

*** Advertisers that use Google AdWords can bid for ad placements using which of the following metrics? Select all that apply.

Active View (CPM)

Cost Per Engagement (CPE)

Cost per Day (CPD)

Cost per Click (CPC)

Cost per 1000 Impressions (CPM)

*** A publisher has all the below options for blocking ads through the AdSense interface except _________.

they can block ad networks

they can block general ad categories

they can block sensitive categories

they can block specific advertiser URLs

they can block ads from certain countries

*** Select the options which enable the managed publisher to view the revenue share in the AdSense UI

Under Settings > Access and Authorization > Third Party Access

Via the Performance Reports tab.

Under Settings > Account > Account Information

Via the My Ads tab

*** In Dynamic allocation, AdSense/Ad Manager compete with all line item types.

True

False

*** When creating ad units, which ad type should publishers choose to maximize revenue and why?

“Display Only” because this allows for rich media ads as well as images, which will bring in maximum revenue.

“Text Only” because those have the highest click-through-rates.

“Text and Display” because this creates the most competition in the ad auction and generates maximum revenue.

*** With Dynamic Allocation, which of the following line items is served?

AdSense (Priority 12) with $7 CPM

Standard line item (Priority10) with $6.50 temporary CPM

*** Which of the following is an acceptable modification to the AdSense code?

Placing Google ads in a “floating box” in which ads scroll, hover, or expand over the webpage.

Hiding an unit if it is a responsive ad unit.

Adding irrelevant keywords (hidden or visible) to alter the targeting of the ads.

Using IFRAMEs with keywords to alter the content or language of the ads.

*** A publisher is looking for ways to increase their revenue. Which of the following is NOT an action they should consider?

Put ads into iFrame to prevent ads slowing down content loading.

Use bigger ad formats.

Opt in to text and display ads.

Place the more ads unit up to 3 per page.

Identify the best placements for their ad units.

*** In Dynamic allocation, Ad Manager selects the best line item that can serve to the impression by comparing their CPCs.

True

False

*** The revenue share you set will be applied to the 68% of the revenue that remains.

True

False

*** The MCM tool does NOT enable revenue sharing.

False

True

*** You have to enable AdSense backfill when you create ad units, in order to use dynamic allocation.

False

True

*** Google is not serving ads for a publisher on certain web pages of her website. The publisher suspects that it is to due to the Adsense crawler. What is the best course of action?

Check if the site is under “Owned sites” within the Site Management tab.

Contact her Google account manager.

Check your site’s robots.txt and see if the Adsense crawler has been disallowed.

*** Why would a publisher want to setup Custom Channels in their AdSense account? Select all that apply.

To turn the custom channels into targetable ad placements.

To make their inventory more visible to advertisers.

To track custom groups of ad units.

*** You can enable revenue sharing on a product level. (e.g. Adsense for Content vs Adsense Games)

True

False

*** In a certain day, if there are 3 line items, 1) Sponsorship A: 50% of impressions 2) Sponsorship B: 30% 3) Standard C: 500 impressions and 1000 adpapisk impressions are requested, how many impressions are served by Standard C?

1000

250

100

300

500

200

*** AdSense competes only with line item type of network, bulk, price priority or house.

True

False

*** Which frequency cap is the optimal number for each user if the average user sees 50 impressions per day and the publisher uses 10 ad networks?

50

1

5

10

*** Which of the following can you NOT use to specify as a backup ad?

Color

Ad server

URL

Image

Video

*** The site management feature allows you to build a list of sites to use in site-related actions, such as setting up site-level blocking rules.

False

True

*** A publisher runs a site focused on finding housing options for adult professionals. This publisher is considering blocking the entire “real estate” category to avoid advertising for any competitors. How might this action affect the publisher’s revenue?

Revenue will most likely decrease.

Revenue will most likely increase.

*** A publisher has installed the Google Publisher Toolbar on their site and would like to “test click” on ad overlays. Will these clicks be counted towards ad spam?

Yes, the publisher should avoid test clicking on ad overlays.

No, click testing is a feature provided to publishers and is not counted towards ad spam.

*** The Google Publisher Toolbar provides a more detailed view of ads on a site as well as controls to block an ad, a URL or an ad network, or report a problem with an ad.

False

True

*** To run a new campaign through Ad Manager SB, you will first need to create a(an) _________.

Order

Report

Statement

Query

Code

*** A publisher has a text ads only leaderboard on top of a page and a text ads only small square within the content of that page. The small square ad unit has higher CTR, but the leaderboard has better CPCs. Is there anything the publisher can do to increase their earnings? Select all that apply.

Yes, the publisher should opt in Image ads to both of ad units.

Yes, the publisher should make sure the medium rectangle ad unit comes first in their HTML code.

Yes, the publisher should change small square ad unit into large rectangle ad unit.

*** The invitation email sent to publishers is available in all Adsense languages.

False

True

*** ABC manages several publishers. ABC wants to check what ad units for a particular publisher are under their control. Which one of the following sections in the UI where ABC can check this information?

Admin Tab, under Manage accounts

My Ads tab

Home tab

*** It is commonly seen that wider ad sizes tend to outperform their taller counterparts, due to their reader-friendly format.

False

True

*** Which one of the following is NOT an option for sending an invitation to publishers?

Invitation link that you can create and just send to your Google AM as proof.

Invitation email

Invitation link that you can access through the Adsense UI.

*** Which one of the following is NOT option for accessing a child publisher’s account?

Via the Account invitations tab.

Via the Adsense Management API.

Via the Adsense UI by clicking on your email address and seeing the list of accounts.

Via Admin tab, by clicking on the publisher name.

*** Above-the-fold ads that are placed at the very top of the page have a higher viewability rate than those placed just below the top navigation bar.

False

True

*** Which of following line item type(s) is(are) served before competing with AdSense/Ad Manager?

Sponsorship and Standard

Sponsorship

Bulk

Standard

*** Which one of the following is NOT a requirement when publisher accepts the invitation?

Publisher needs to have the Admin user role

Publisher needs to write an email to Google approving the invitation

Publisher needs to be logged into the AdSense UI

*** The MCM tools lets you have more control than the publishers themselves.

True

False

*** The MCM tools allows only the publisher to remove the Partner and it doesn’t enable for the Partner to remove the publisher

True

False

*** In a certain day, if there are 3 line items, 1) Sponsorship A: 50% of impressions 2) Standard B: 100 impressions 3) AdSense: Backfill and 500 ad impressions are requested, how many impressions are served by AdSense?

200

100

400

250

150

500

*** Provided it does not hurt the user experience, a publisher can increase their revenue by adding a 160×600 ad unit instead of a 300×600 ad unit on their site.

True

False

*** Channel Partner, ABC, can learn about policy information when on the Manage account tab. If ABC sees a blue circle next to the publishers’ name, what does this mean?

It is a general alert.

It is an urgent alert.

It means that the account has no alerts.

*** Which one of the following is NOT a status that you can track once an invitation is sent?

Active

Cancelled

Inactive

Declined

Accepted

*** Which of following Ad Manager Small Business ‘target window options’ will enable ads open in new window?

_open

_new

_top

_blank

*** Which of following statement about Ad Manager is NOT true?

Lower number of priority is higher priority in ad selection.

Google also employs an automated malware checker that continuously scans all third-party creatives running through the network.

If sum of percentages from same priority line item is more than 100%, Ad Manager will serve the ads in the correct proportion to each other.

If apply ‘Frontloaded’ to the line item goal, Ad Manager delivers only ‘frontloaded’ line item for first half of period.

*** If default Google Analytics tracking code is installed on pages with different domains, Analytics will count these users and sessions separately.

True

False

*** What does Google Analytics call a URL that passes data parameters for reporting?

A tag

A hit

A dimension

A metric

*** When does the Google Analytics tracking code send a pageview hit to Analytics?

Every time a user clicks a video

Every time a user adds an item to a shopping cart

Every time a user performs a search on a website

Every time a user loads a webpage

*** When does the Google Analytics tracking code send an event hit to Analytics?

Every time a user performs an action with pageview tracking

Every time a user makes a reservation on a booking site

Every time a user adds an event to their calendar

Every time a user performs an action with event tracking

*** What does Google Analytics use to differentiate new and returning users?

A browser cookie

Artificial intelligence

A randomly-assigned unique identifier

A sequential unique identifier

*** What will happen if a user clears the Analytics cookie from their browser?

Analytics will inform the user that they need to set a new Analytics cookie

Analytics will not be able to associate user behavior data with past data collected by the tracking code

Analytics will set a new unique ID and browser cookie the next time a browser loads a tracked page

Analytics will automatically recognize returning users

*** By default, Google Analytics can recognize returning users over multiple sessions from different browsers and devices.

True

False

*** A session in Google Analytics times out after how many minutes by default?

5

15

30

60

*** For an event goal defined as playing a video, how many Goal conversions will Google Analytics record if that video is played three times in the same session, ?

1

2

3

4

*** Which are Goal types in Google Analytics?

Destination

Shopping Cart

Pages/Screens per session

Duration

*** If data is excluded from a view using a filter, it may be recovered within thirty days.

True

False

*** Which of these scopes could be used for dimensions and metrics?

Event-level, session-level, or transaction-level scope

Location-level, duration-level, or user-level scope

Hit-level, session-level, or user-level scope

Event-level, duration-level, or transaction-level scope

*** When defining a measurement plan, what is the order of steps?

Business objectives > KPIs > key actions

KPIs > key actions > business objectives

Key actions > KPIs > business objectives

Business objectives > key actions > KPIs

*** What are macro-conversions in a measurement plan?

The metric data used to measure business success

The main website actions users take that accomplish stated business goals

The secondary website actions users take that lead to main actions

A list of keyboard shortcuts for measurement tasks in Google Analytics

*** To collect data from two websites with different URLs using a single Google Analytics property, what feature must be set up?

Advanced filters

Cross-domain tracking

Event tracking

Custom Dimensions

*** Filters may be applied retroactively to any data that has already been processed.

True

False

*** To see data for users from the U.S. and Canada only in a view, which filter would be applied?

Filter 1: include U.S. > Filter 2: include Canada

Filter 1: include Canada > Filter 2: include U.S.

Filter 1: include U.S. and Canada

Filter 1: exclude Europe and Asia

*** To view data in reports by user categories such as Bronze, Gold, and Platinum status levels, what Google Analytics feature is needed to collect this data?

Event Tracking

Custom Metric

Custom Dimension

Custom Filter

*** To pair metrics with dimensions, what should they have in common?

Same creator

Same creation date

Same view

Same scope

*** To create a Custom Dimension for membership status (i.e., rewards level), what scope would be applied?

Hit

Product

Session

User

*** Custom Dimensions can be used in which reports?

As primary dimensions in Standard reports

As secondary dimensions in Standard reports

As primary dimensions in Custom Reports

As custom metrics in Custom Reports

*** When a Custom Dimension is active, which data will it affect?

Data collected before the Custom Dimension was applied

Data collected after the Custom Dimension was applied

All of the data in the property

None of the data in the property

*** To collect the number of comments users posted to a website page, what feature would be used?

Custom Filter

Custom Dimension

Custom Metric

Custom Alert

*** Custom Metrics can have which scopes?

Hit

Product

Session

User

*** What four parameters can be included with an event hit for reporting?

Category, Action, Label, Total Events

Category, Action, Label, Unique Events

Category, Action, Label, Value

Event, Category, Action, Label

*** If a user watches a video with event tracking three times in a single session, how many Unique Events will be counted?

0

1

2

3

*** Segments applied to reports can analyze data for which of the following groups?

Users 25 to 34 years of age who have their browser set to Spanish

Users who viewed a webpage, then watched a video

Users who engaged in social media or email campaigns

Users who have children under the age of 18

*** Custom segments may be created using which criteria?

Dimensions

Metrics

Session dates

Sequences of user actions

*** How many segments may be applied at once?

1

2

3

4

*** Because segments are applied before sampling, segmented data will not be sampled.

True

False

*** What report shows data segmented by channel?

Segmentation

Source/Medium

Channels

Attribution

*** Google Ads and Google Marketing Platform campaigns served on the Google Display Network are grouped into which channel?

Paid Search

Organic Search

Direct

Display

*** What report analyzes which webpages get the most traffic and highest engagement?

Active Users report

Active Users report

All Pages report

Frequency and Recency report

*** In a “last-click” attribution model, Google Analytics will attribute all of the conversion credit to which source(s)?

First marketing activity

Last marketing activity

Single assisted conversion

All assisted conversions

*** Multi-channel Funnel reports can credit conversions across which channels?

Website referrals

Paid and organic search

Custom campaigns

Television channels

*** How would Google Analytics credit a channel that contributed to a conversion prior to the final interaction?

Primary conversion

Assisted conversion

Second-to-last-click attribution

Last-click attribution

*** What report shows users who initiated sessions over 1-day, 7-day, 14-day, and 30-day periods?

Active Users report

User Explorer report

Users Flow report

Cohort Analysis report

*** What report groups an audience based on acquisition date and compares behavior metrics over several weeks?

Behavior Overview report

Active Users report

Users Flow report

Cohort Analysis report

*** Custom Reports have which capabilities?

Use multiple dimensions together in the same report

Create a report with Custom Metrics

Use a Custom Dimension as a primary dimension

Create a report with data-driven attribution

*** What type of Custom Report shows a static, sortable table with rows of data?

Explorer

Flat Table

Map Overlay

Pivot Table

*** Which would prevent data from appearing in a Custom Report?

A filter that filters out all data

Not sharing the Custom report with users in the same view

Dimensions and metrics of different scopes

Too many dimensions applied to the Custom report

*** What is “remarketing” in Google Analytics?

When users visit a website for the first time and complete a conversion

When users are shown targeted ads to bring them back to a website and encourage a conversion

When Google Analytics can’t distinguish a new user because they have deleted their browser cookies

When a user buys an available product from a competitor

*** To enable remarketing in Google Analytics, what must first be enabled?

Advertising Reporting Features

Demographics and Interests

Google Ads or Display & Video 360 account linking

Custom Dimension

*** Which remarketing audiences can be defined in Google Analytics?

Users who visited a specific page on a website

Users who played a video on a website

Users who speak a particular language

Users who searched for a product on Google Search

*** Remarketing can show relevant ads on which Google properties?

Google Display Network

Google Sites

Mobile apps

Google Search

*** What is the maximum duration a user can be included in a remarketing audience?

120 days

180 days

365 days

540 days

*** What Google Analytics data can be used to define a remarketing audience?

Pre-defined Segment

Custom Segment

Custom Dimension

Custom Metric

*** How many user cookies does an audience list require to be eligible for Google Ads Search Ad remarketing?

100

1000

2000

5000

*** Which users could be targeted with Dynamic Remarketing to bring them back to a website?

Users who posted a favorable product review

Users who viewed a website search result page

Users who viewed product detail pages

Users who abandoned their shopping carts

*** To set up Dynamic Remarketing for a retail vertical, what must be linked to Google Ads?

The Google Search Center

The Google Analytics Center

The Google Merchant Center

The Google Help Center

*** To set up Dynamic Remarketing, what must first be created in Google Analytics?

Custom Segment

Custom Metric

Custom Dimension

Custom Report

*** How does an advertiser create a blacklist of apps and sites where their ads will never serve?

Create a list of negative keywords, and set it as a blacklist for that advertiser.

Create a channel of URLs and apps, and set it as a blacklist for that advertiser.

Create a spreadsheet of URLs and apps, and share it with your account manager.

Enable the API for blacklisted channels, and submit through a structured data file.

*** An advertiser wants to serve on sites that are suitable for general audiences, similar to movie ratings. Which targeting option should they use?

Digital content labels

Motion picture ratings

Video ad position

Viewability of 20 percent or greater

*** You have an insertion order designed to get more customers to install your app. What is its goal?

Create loyalty

Build awareness

Drive action

Influence consideration

*** Which can be one of the most effective strategies for driving action?

Using recency targeting with first-party audience lists

Setting the cost per action (CPA) goal 50 percent lower than your target CPA

Including the “Thank you” page in your first-party audience targeting

Always targeting a filtered URL and app list based on where users have converted in the past

*** What can you do to optimize in the final week of your campaign’s flight?

Delete any line items that don’t meet your cost-per-action (CPA) goal.

Decrease all of your bids to ensure the best cost per thousand impressions (CPM).

Let auto-optimization handle the last week of the flight.

Make sure that the budget is spent in full on the highest-performing insertion orders.

*** When would you avoid setting your display insertion order’s pacing to “ASAP”?

When your unclaimed budget can be reclaimed by your advertising department

To keep spend easy to track and report

To ensure you always get some of the very best inventory, no matter when it was auctioned

When you want to ensure you don’t consume your budget too soon and miss valuable impressions

*** What’s a good frequency when your goal is to start raising awareness with new people?

Three per day — build awareness, but don’t waste budget on unneeded reintroductions.

Ten per day — spend some extra so they remember you.

One per day — you’re just trying to meet new people.

Unlimited — make sure they remember your brand.

*** What is the maximum amount Bid Manager will increase your bids when using bid multipliers?

5x

10x

15x

20x

*** At its most basic, how do you optimize your campaign?

Find out which creatives are most effective, then run more creatives like those.

Find out which components are best at getting the results you want, then update your campaign to favor those components.

Find out which sites and apps bring the best response, then target more of them.

Find out which components are driving the most revenue, then update your campaign to favor these components.

*** When optimizing to build awareness, what components should you optimize first?

Spend, pacing, and frequency

Sites, creatives, and time of day

Audience, creatives, and brand

Viewability, budget, and pacing

*** What’s an important consideration when excluding keywords of categories that you deem unsafe for your brand?

It can be expensive to implement and maintain.

This can expand your reach to sites you do not intend.

Doing so can significantly reduce the inventory your ads can appear with.

Categories change so frequently that they have an unpredictable effect on reach.

*** Which of the following is an example of low performers when trying to influence consideration?

Sites with low viewability and no conversions

Sites with low volume, but high conversions

Sites with high viewability and clicks

Audiences with many conversions and high costs per thousand impressions (CPMs)

*** What is a way to improve your targeting when your goal is influencing consideration?

Bid up on the highest-performing audience lists.

Increase targeting until the audience is under 1,000 users.

Bid up on the audiences with the highest impressions.

Bid up on the sites with the highest cost per thousand impressions (CPMs) and the lowest number of clicks (because they’re guaranteed to be premium inventory).

*** Why would you look at an impression lost chart when making quick optimizations?

It shows how many auctions you’re losing due to bids, budget, and frequency.

It shows potential spend based on the audiences targeted for the line item.

It’s an easy place to see all your bids.

It shows how many clicks you’ve earned, and how many you are missing out on due to the bid.

*** What’s the best way to optimize for creatives with high click rates?

Bid higher for their entire insertion order.

Update their visuals and messaging to make them even more compelling.

Add them to a blacklist so you can exclude them from bidding.

Move them to their own line items and bid higher for them.

*** Paul wants to make sure his ads reach users who visit a popular delivery app. Which dimension will he choose when setting up his bid multipliers?

Geography

Audience Lists

Demographics

Apps and URLs

*** Why is defining a primary goal the first step of optimizing your online advertising campaign?

It’s the first field you fill out when starting a new campaign in Bid Manager.

It tells you how to configure your campaign to be effective until you have performance data to guide you.

Campaign budget is based on goal, from lowest when creating loyalty to highest for awareness raising campaigns.

Bid Manager’s optimization wizard uses it to configure the campaign to drive your goal.

*** Manual optimizations to which components typically provide the greatest impact?

Advertiser, campaign, insertion orders, and line items

Bids, frequency, site targeting, and creatives

Budget, pacing, geography, and inventory

Loyalty, awareness, action, and consideration

*** Why would you use fixed manual bidding for a line item instead of leaving it to automated algorithmic bidding?

You know the targeted audience is especially valuable and you want to make an extra effort to reach it.

Because you can factor in more variables than Bid Manager

Because you have enough performance data and no longer need the algorithm to make estimates

To see if your intuition can beat the algorithm

*** What’s a promising way to increase your remarketing list’s potential impressions?

Decrease the frequencing setting

Group multiple audiences using AND logic

Include the audience that has been to the “Thank you” page

Include similar audiences

*** How can the pacing metrics help you to optimize remarketing line items?

By showing you what inventory more spend might have acquired

By showing you specifically what pacing should be set at in the next flight

By helping you ensure your bids and budgets are not limiting impressions won

By helping you ensure the frequency settings do not cause impression loss

*** What’s a possible way to optimize toward a $10 cost per action (CPA) goal if your current CPA is $50?

Set a $10 goal, and bid very high.

Set a CPA goal of $60, and then incrementally increase the goal over time.

Set a $45 CPA, and then continue to lower it in $5 increments over time.

Set the counting method to include only a percentage of the post-view clicks.

*** What is the most important factor to consider when evaluating viewability and ad position performance?

Whether the position was relative to the size of the screen

That below the fold inventory cannot also be “viewable”

That viewability and ad position data are measurable

That you’re counting apps and sites equally

*** If you have Universal Event Tracking (UET) enabled, you can use it to verify and create your store in Microsoft Merchant Center (MMC). True or false?

True

False

*** Microsoft Advertising supplies the curated list of potential customers for in-market audiences. True or False?

True​

False

*** With the Microsoft Audience Network, the only targeting option available is keyword targeting. True or False?

True

False​

*** Microsoft Advertising includes robust research and reporting tools to help you identify potential areas for campaign improvement. What is it called when you improve your campaign based on the results of these tools?

Targeting

Pay-per-click

Optimization​

Incremental keyword bidding

*** Keyword Planner is a keyword research tool that provides which kinds of insight?

Search capabilities by landing page URL

Compare your ad impression share to your competitors

Customize your individual ad group and keyword

Look at keyword search volume for a specified time

All​ of the above

*** Microsoft Advertising Editor allows you to work and make changes offline and online. True or False?

True​

False

*** How might using Multi-User Access for sign up be useful for your agency or business?

To grant partner access to files

To onboard new clients who are not in Microsoft Advertising

To perform an exit interview with a former client

To intake and host necessary data​

All of the above

None of the above

*** Microsoft Advertising Multi-user Access lets you use one username to access multiple customer shells. True or false?

True​

False

*** An Expanded Text Ad can contain 2 ad titles, 2 ad copies and URL paths. True or false?

True​

False

*** You can serve ads on the Microsoft Audience Network (MSAN) from search campaigns. True or false?

True

False​

*** Microsoft Advertising Scripts are JavaScript-based actions you can to build to analyze, change, or delete items in your account based on custom criteria. True or False?

True​

False

*** What are two best practices for monitoring performance in Syndication networks? (Select 2)

Study your ads’ performance

Adjust as needed

Check your budget once a month

Don’t pay attention to fraudulent clicks

*** Choose 2 targeting options that would allow you to better serve ads to potential customers who meet specific criteria.

Age/gender

In-Market audiences provided by Microsoft Advertising

All time zones

All countries

*** The Microsoft Audience Network supports which two kinds of ad formats? Choose all that apply.

Image-based ads

Shopping cart ads

Feed-based ads

Facebook ads

All of the above

*** You cannot copy campaigns from Google Ads into Microsoft Advertising using the Google Import tool. True or false?

True

False

*** Microsoft Advertising will not use your Google Ads sign-in information for any purpose other than the import process. True or false?

True​

False

*** You want to track your search advertising budget and spend. Which report group should you select?

Billing and budget

Targeting

Delivery

Editorial

*** What are some Microsoft Advertising guidelines to use in order to avoid common editorial disapprovals?

Intellectual property & counterfeit, pharmacy and health care & adult content

Gambling and contests, online fraud & financial products

Weapons and weapon-related products, political ads & under 18 users

None of the above

All​ of the above

*** You can now receive billing alerts and monthly invoices via email. True or false?

True

False

*** What is the key tactic in optimizing your PPC ads?

Keyword optimization

Ad optimization

Targeting optimization

None of the above

All of the above

*** Which ad extension will help boost ad performance by highlighting products and services? Choose all that apply.

Callout​ Extensions

Structured Snippet Extensions​

Review Extensions

All​ of the above

*** A custom audience is a type of remarketing list. What is NOT required to set this up?

Universal Event Tracking

Data management provider access

First-party customer data

Software integration

*** Exclusions you set at the campaign level will always cascade down to all of the ads in your campaign, regardless of ad group settings. True or false?

True

False

*** Device investment (desktops/laptops, tablets and smartphones) can be controlled by bid modifiers of: (Select 2)

900%

-1000%

1000%

-100%

*** What is the main advantage of using dynamic text in your ads?

Allows you to exceed the character limits for Microsoft Advertising ads.

Helps you find synonyms for the keywords you’ve chosen.

Displays ads only to customers most interested in purchasing.

Turns generic ads into custom ads.

*** What are the campaign and image limits with Google Import for Audience Campaigns?

10,000 campaigns and 2,000 images per import operation

20,000​ campaigns and 3,000 images per import operation

5,000​ campaigns and 1,000 images per import campaign

30,000 campaigns and 4,000 images per campaign

None of the above

*** What bid strategies are currently available for bid optimization? Choose all that apply.

Manual

Enhanced CPC

Target CPA

Maximize Clicks and Conversions

All of the above

*** You want to determine which ads lead to clicks and conversions, and which are not performing. Which type of report should you select?

Campaign report

Ad report

Keyword report

Search term report

Ad group report

*** Looking at traffic history is one way to improve your bidding strategy. True or false?

*** To optimize your product feeds no matter the priority or filter, you must make sure to take the following actions: (Select 2)

Regularly​ upload product, price and promotion updates in your product feed

Use generic labels

Use high quality images

Use negative keywords

*** You can adjust your bidding so ad spend will go toward the best performing devices. True or false?

True

False

*** What do you call words or phrases that trigger ads when they match a customer’s search query?

Keywords

Targeting criteria

Ad group

None of the above

*** Microsoft Advertising Editor allows customers to use the Google Import tool to schedule and sync imports from Google Ads campaigns automatically. True or false?

True

False

*** Which Microsoft Advertising functionality policies must advertisers adhere to?

Video

Images

Audio

None of the above

All of the above

*** How do bid adjustments (modifiers) affect the display of your ad?

They trigger the display of your ad when terms in your keyword appear in any order in the search query.

They cause a word or phrase to be inserted at display time into the ad.

They affect the number of times your ad is displayed in a given month.

They increase the likelihood that your ads are displayed in a better position to customers who meet your targeting criteria.

*** In order for LinkedIn Profile Targeting to work, people must meet which criteria? (Select 2)

User must be on Bing

User must be on Facebook

User​ must have a LinkedIn ID

User must work for a large corporation

User must work in advertising

*** Page feeds can’t support URLs for dynamic search ads campaigns in a spreadsheet format. True or false?

True

False

*** Which ad extension report allows you to track how your business attracts customers across PCs, tablets and mobile devices? Choose all that apply.

Ad extension by keyword

Ad extension by ad

Ad extension details

Call forwarding detail

All of the above

*** Audience remarketing is a good way to select the appropriate customers to see your ad. True or false?

True

False

*** The Negative Keywords Conflicts report provides useful information about how negative keywords may be reducing campaign effectiveness. This report returns which of the following information? (Select 2)

Determine if your ad and keyword are receiving impressions

How many impressions were lost because of the conflict

​Which keywords and negative keywords are conflicting

Whether the conflict is at the campaign or ad group level

*** Trey Research sells vegetable seeds and does not want its ad to display when a customer searches for flower seeds. To avoid displaying an ad when a customer searches for flower seeds, which Microsoft Advertising option should they select?

Broad match

Audience targeting

Param 3

Negative keyword

*** A tracking tag (UET tag) is designed to help advertisers target their audience for which purpose? Choose all that apply.

Target audiences using remarketing in paid search.

Exclude audiences based on website behavior

Increase ad spend

Validate a tag

*** With search advertising, what happens when a customer clicks your ad? (Select 2)

You are charged if the customer makes a purchase.

​You are charged for the click.

The user lands on your website

The user lands on your competitor’s website

*** What Microsoft Advertising feature allows you to specify how closely a customer’s search query must match your keyword before your ad is displayed?

Website exclusions

Keyword​ match types

Targeting

Incremental bidding

*** The Competition tab in Reporting gives you what two functionalities? (Select 2)

Product title naming

Auction Insights

Recommendations

Bidding

​Google Import

*** Which column in the Microsoft Advertising data summary table tells you the pre- and post-auction delivery status of your campaign?

Status

Impressions

Click-through rate

Delivery​

*** When using Microsoft Advertising Intelligence, you should include what metrics in running a report?

Quality Score

LP User Experience

Quality​ Impact (for keywords with QS of 5 or less)

None of the above

All​ of the above

*** What are two ways to import a file? (Select 2)

Excel

CSV file

Google Ads

Default settings

*** A broad match modifier tells Microsoft Advertising that a specific word or words must not be present in order for your ad to display. True or False?

True

False

*** A best practice for updating UET tags on your website is:

Apply sitewide tagging of your UET tag (including all ad landing pages)

Use only the JavaScript version of your UET tag

Don’t place your UET tag within an iFrame

Incorporate all relevant event parameters into your UET tag

All​ of the above

*** Which elements in the Microsoft Advertising quality score formula should you use to determine the best ways to optimize your ads?

Expected click-through rate

Ad relevance

Landing page experience

All of the above

*** Which of the following audience variables can be used to target your ads and keywords? Choose all that apply.

Location

Time

Date​

Device type

All of the above

*** How many tags must you place on your site to track multiple campaigns?

One tag per campaign

One tag per Ad Group

One tag per Account

One tag per website

*** The Microsoft Audience Network is an advertising solution powered by the Microsoft Graph and Artificial Intelligence. True or False?

True​

False

*** You can find your PPC quality scores in your Performance Reports and in your Keywords list. True or false?

True

False

*** Which Delivery status is given to ads or keywords that violate the Microsoft Advertising policies?

Ad paused

Pending editorial review

Disapproved​

Eligible

*** Dynamic search ads are most appropriate for which two types of advertisers? (Select 2)

Google Ads specialists

New account managers

Advertisers who have a large catalog of webpages

​Advertisers who are not familiar with search advertising

*** Which of the following might generate invalid clicks? (Select 2)

Trademark infringement

Search engine robots

Fraudulent activity

Increased clicks due to recent news about your company

*** With pay-per-click search advertising, when are you charged?

Each time your ad is displayed on the search results page.

Each time a customer makes a purchase from your website.

When your ad goes live.

Each time a customer clicks your ad.

*** What is the main benefit of syndication?

You can expand your reach and get more clicks with a new, high-quality audience.

You can reach more customers through a growing network.

Microsoft Advertising has controls in place to help keep the quality you expect.

CPCs on the Microsoft Advertising syndication partner network are generally lower.

All of the above

*** The Multi-user Access bulk workflow prevents you from setting up multiple consolidated logins at once. True or false?

True

False

*** How many managing customers can you grant access for on your account? (And likewise remove?)

2

3

4

5

6

*** Where might your Microsoft Audience Ads be displayed?

Google.com

Web​ destinations like MSN, Microsoft Edge, and Microsoft Outlook

Bing.com

Anywhere online

None of the above

*** What is a keyword bid?

Specifies the number of times your ad is displayed in a given month.

Specifies the maximum price you are willing to pay each time someone clicks your ad.

Specifies how closely a search query must match your keyword.

Specifies what price you must pay for your keywords in order to reach position one.

*** Before you create product ads in a shopping campaign, you must first do what? Choose all that apply.

Create a Product Catalog

Claim your domain name and verify your URL

Import your Excel file

Export your CSV file

*** Where can you select different options depending on whether you have one or multiple accounts?

Accounts tab

Payment Methods tab

Campaign​ tab

Opportunities tab

None​ of the above

*** With Google Import, you can decide if you’d like to import all existing and new campaigns from Google Ads or just specific campaigns. True or false?

True

False

*** What are the benefits of having an upgraded URL?

They separate the landing page URL from the tracking or URL parameters.

Your ad doesn’t have to go through another editorial review.

The character limits are increased.

You can add URL parameters and custom parameters to your tracking template.

All of the above

*** Automated rules can only be applied at the campaign level. True or false?

True

False

*** Microsoft Advertising Editor does not allow you to import your Google Ads campaigns directly into the Editor, make changes, and post them. True or false?

True

False

*** In Microsoft Advertising, which customer actions are considered conversions? (Select 3)

Completing​ a transaction

Performing a search query on Bing

Purchasing​ a product or service

Filling​ out a registration form

Viewing an ad

*** What are the three categories of attributes for ad customizer feeds?

Custom,​ targeting, standard

Location, device, search query

Gender, geographical location, purchasing pattern

Tracking, bids, UET tag

*** It is possible to bulk edit and manage multiple accounts using a Mac. True or False?

True

False

*** You can create a new campaign by copying an existing campaign from one account to another. True or false?

True

False

*** Recent updates to the Microsoft Advertising Editor are the following:

Label support & in-market audience support

Audience exclusions & structured snippet extensions

Account level extension associations & dynamic search ad support

None of the above

All of the above

*** The keyword research feature can help you:

Expand keyword or negative keyword lists

Target the most relevant audience

Get bid estimates

All of the above

*** With LinkedIn Profile Targeting, you can target customers based on what criteria?

Company

Job

Industry

All of the above

*** The Microsoft Advertising Intelligence keyword planner tool is a paid-subscription tool that builds keyword lists. True or false?

True

False

*** LinkedIn Profile Targeting when used with ‘Bid only’ target setting will narrow your ad’s audience. True or False?

True

False

*** What needs to happen before you import your custom audiences into Microsoft Advertising for search remarketing?

You must first click on the Audiences tab.

You must decide between Bid only or Target and bid in settings.

Your data management provider must connect to the Microsoft Advertising custom audience feature.

You must adjust the Default bid adjustment.

None of the above

*** If you set a daily accelerated budget too low for the traffic generated by your keywords what might happen?

Microsoft Advertising will automatically recalculate a higher daily budget for your campaign

Microsoft Advertising might not allow you to change your daily budget and keyword bids

You might deplete your campaign’s daily budget before the end of the day

Your ads will continue to show regardless of the daily budget cap.

*** Each campaign you create will have its own ___________.

Budget

Account

Incremental bid

Dynamic text

*** With Microsoft Advertising, you can export which kinds of campaigns?

Entire account

Individual campaigns

Specific ad groups

All​ of the above

*** Price Extensions are a pay-per-click extension that display your products or services. True or false?

True​

False

*** What are two ways you can advantage of audience targeting? (Select 2)

Set up your In-Market audiences

Associate your Custom audiences

Manage your Shopping campaigns

Create a UET tag

*** If you are unable to find your ad in the Microsoft Advertising Network results pages, why should you first examine the Impressions column in the Microsoft Advertising data summary tables?

​It tells you why your ad has been disapproved

It tells you whether your campaign is active

​It shows the total number of clicks your ad has received

It​ tells you if your ad is being displayed, even if you can’t find it

*** What should you do after accessing the Opportunities tab for further optimization? Choose all that apply.

Configure devices

Check out the dimensions tab

Run performance reports

​Separate audience campaigns

None of the above

*** Which of the following can you customize in Microsoft Advertising Editor?

Default keyword bids at the ad-group level

Summary Grid columns

Demographic targets for campaigns

Device targets for ad groups

All​ of the above

*** Which feature should you use to create a custom filter that shows items with different attributes?

Advanced search

Find and replace

Match types

None of the above

*** What key strategies might an advertiser use Microsoft Advertising Intelligence for?

​Keyword expansion

Webpage analysis

Cross-border expansion

None of the above

All of the above

*** In-market audiences can be imported from Google Ads campaigns. True or False?

True

False

*** You can save time and effort with the Google Merchant Center (GMC) Import if you have _________ up and running.

Microsoft Shopping Campaigns

The Microsoft Graph

Google Merchant Center

Microsoft Merchant Center

All of the above

*** The only way to use Hotel Ads is to sign up with your account manager. True or false?

True

False

*** What is an example of a remarketing exclusion along with remarketing targeting?

Travel advertisers: Bid boost my ad to users who (+) added a flight to their cart but have (-) not yet purchased it

Banking advertisers: Show my ad to users who have (-) not logged in as a current customer

Retail advertisers: Bid boost my ad to users who have (+) been to the site in last 30 days but (-) not in the last 7 days

None of the above

All of the above

*** Best practices for using automated rules include the following: (Select 3)

Use maximum and minimum CPC limits or bid estimates

Applying similar rules with different criteria to subsets of your account

Use​ all five bidding strategies all of the time

Monitor​ performance at least once per week

*** Which of the following ideas should you consider implementing when writing your ad?

​Describe what sets your product apart.

List the price of your product or service

Include a call to action

Enhance your Expanded Text Ad with ad extensions

All​ of the above

*** When using Dynamic search ads, what happens after you create specific ad text for your relevant targets?

You enter your URL

Microsoft Advertising will generate a specific URL landing page from your target

You choose between Categories, All web pages, or Specific web pages

Microsoft Advertising will create a remarking list

*** Which of these Scripts options are available to you in Microsoft Advertising?

Reuse your Google Ads scripts by copying and pasting Finding a predefined script within the reference documents.

Enabling complex operations through writing your own customized JavaScript code

Manage your scripts under Logs in the main Scripts page

All​ of the above

*** From where can you export data in Microsoft Advertising Editor?

Entire accounts

Individual campaigns

Specific ad groups

All​ of the above

*** Microsoft Advertising Intelligence does not allow you to build separate reports. True or false?

True

False

*** Which components are not required for a Microsoft Advertising expanded text ad? Choose all that apply.

Ad​ titles

Company​ name

Ad texts

Targeting​

Final URL

URL paths

*** Universal Event Tracking (UET) is a mechanism for advertisers to do what?

Determine your campaign conversion goals.

Use a UET Tag Helper to reach your ROI goals.

Report user activity on their websites to Microsoft Advertising

None of the above

*** Why is it important to choose the right keywords? (Select 2)

Prevents your campaign from being paused

Helps more customers find your ads.

Drives more relevant traffic to your website.

Lowers your incremental bids.

*** How many levels of organization are contained within the Hotel Ads structure?

​1

2

3

4

5

*** What is the best question to ask yourself when considering how to create a positive landing page experience?

​Is it relevant?

Is it transparent?

Is there ease of navigation?

Can users find what they are searching for?

All​ of the above

*** With Hotel Ads, how can you upload your bids, bid multipliers, and hotel group associations in bulk? (Select 3)

In the Microsoft Hotel Center UI

With Google Import

In the Hotels API

Using CSV upload

In the Microsoft Graph

*** A visitor to the Baldwin Museum of Science website signs up to receive its newsletter. What is this customer action called?

Link

Pay-per-click

Conversion

Click-through

*** What keyword-specific metrics might you use to tailor your bid strategy based on the price of your products or services?

Clicks

Impressions

Position

Click-through rate

All of the above

*** You can also use MAI to conduct international research by populating which boxes? Choose all that apply.

Country/region

Language

Demographic

Gender

​None of the above

*** With Call Extensions you can do the following: (Select 2)

​Display a phone number in your search ads on any PC, tablet or smartphone

Get calls from customers who click the number in your ad or dial it

Have an answering service call back customers

Get international calls anytime of day

*** An advertiser wants to prevent ads for their new campaign from serving on problematic domains. What should they do?

Run default ads

Enable ad blocking

Unassign ads from the placement

Deactivate the ad tag

*** Why would an advertiser use digital content labels?

To verify their ads are running next to content that is suitable for their audience

To verify their ads are running on high-end devices

To verify their ads are running in a spot that’s viewable

To verify their ads are running on premium inventory

*** An advertiser wants to see what portion of their ads are serving outside their targeted geographic region. Where should they look?

Verification reports

Publisher reports

Report Builder

Ad targeting settings

*** When dynamic display creatives are published from Studio, what creative type is set in Campaign Manager?

Image

HTML5 banner

Custom Display Interstitial

Rich Media

*** To link a Display & Video 360 advertiser, what initial step must be taken in Campaign Manager?

From Campaign Manager, go to the Google Marketing Platform apps icon and select Display & Video 360

Contact support using live chat

Add the Display & Video 360 partner ID to the Floodlight configuration as an association

Create a new association in the advertiser’s properties and add the Trafficking code

*** What cost model only calculates cost for impressions measured as viewable by Active View?

CPA

CPC

CPM

vCPM

*** Where are Campaign Manager and Display & Video 360 linked?

Advertiser properties

Floodlight configuration

Admin subaccounts

Campaign properties

*** When the primary HTML5 assets get delayed, what will serve in a user’s browser as it’s loading?

Default ad

Polite load image

Backup image

.swf file

*** When would a VPAID asset be used?

When a video ad contains interactive features

When VAST is not supported

As a backup for a VAST asset

For videos served on mobile devices

*** For Floodlight tags to properly attribute in-app conversions, what needs to happen within the app?

A global site tag (gtag.js) must be used

The tag needs to be set as INS tag with mobile capacity

The tag needs to be assigned an app ID

Device ID needs to be passed into the dc_rdid parameter

*** What happens when a user meets the frequency cap for an ad?

Another ad or a default ad is served

The placement stops serving to that user

Ads stop serving to that user

Ads serve at a lower CPM

*** If an Agency Trafficker can only see a subset of active campaigns within their account view, where would a Agency Admin go to adjust access to all campaigns?

User profile filters

User roles

Google account permissions

Subaccount access

*** Which information can be extracted from the data in the Verification tab? (select two)

Charts showing all of the errors related to visual performance

Issues related to content

Errors for the ad tag related to implementation issues

Conversion and revenue performance

*** What does an “execution channel” represent in the Planning process?

A “channel” created between an advertiser and publisher as soon as the RFP is sent

The “link” from the inventory in a media plan to a Campaign Manager campaign where placements can be executed

The act of sending an RFP to begin the negotiation process with the publisher

An area to enter the user’s objectives, budget, and start and end dates

*** What targeting rules display an ad to users who have viewed a product, but not purchased it?

Positively target all product viewers AND negatively target all product purchasers

Positively target all product viewers AND collect purchase IDs using u-variables

Positively target all product purchasers AND negatively target all product viewers

Negatively target all product purchasers AND collect purchase IDs using u-variables

*** What attribution model uses Floodlight data from both attributed and non-attributed conversions?

Linear model

First Interaction model

Data-driven model

Time Decay model

*** In which two tags can the keyword macro (%k) be added? (select two)

Floodlight

Tracking Ad

Impression Event

Placement

*** In a Path to Conversion report, when a user selects to “Pivot On Interaction Path,” what are two major differences from the unpivoted report? (select two)

Rows and columns aren’t affected by a pivot, but can only be filtered when unpivoted

Each conversion gets its own row with interactions in separate columns

Rows and columns are flipped

Each interaction gets its own row with interactions spread across rows

*** What is required to track mobile app conversions using Floodlight tags?

A dynamic publisher pixel implemented in the Floodlight tag

An HTML5 macro added to the Floodlight tag and ad tag, and uploaded in the SDK

A Floodlight tag with the activities set to collect in-app variables, available in DT files

A user-resettable device identifier passed to both Floodlight tags and the ad tags running in apps

*** Cross-environment conversion methodology takes into account what data sources?

Device types, OS, cookies

Cookies, SDKs, audience data

Data pools, cookies, audience IDs

Resettable device IDs, cookies, anonymized Google sign-ins

*** What data is provided in Video Verification?

Video player size and viewability

Asset and transcoding validation

Resolution and bit rate details

Information about ads that served on the same page

*** What timezone is used in Data Transfer (DT) timestamps for impression and click files?

Coordinated Universal Time (UTC)

The advertiser’s timezone

The user’s timezone

Eastern Time (ET)

*** What report shows how long it takes for a customer to convert after interacting with an ad?

First Interaction

Path to Conversion

Path Length

Time Lag

*** What ad setting limits the number of times that ad can be shown to a particular user?

Priority

Frequency cap

Hard cut-off

Impression ratio

*** When a Top Conversion Paths report shows that most users enter the purchase cycle with a rich media interaction, what action can be taken to optimize the campaign?

Allocate more budget to building better video creatives

Target remarketing lists for all image creatives

Create a sequential rotation with the Rich Media creative set first

Assign the ad’s frequency cap to one impression per day

*** When using a placement media cost cap, what will happen once the cap is reached?

Campaign Manager will stop calculating and reporting Media Cost for the Placement moving forward

The placement will be paused until the cap is removed

Reports will not reflect the impressions and click metrics

Ad-serving fees won’t be charged

*** What feature can be used to combine log-level impression and click data for a custom reach analysis?

Data Transfer

Line item filtering in Studio

Attribution conversion segments

GRP Insights

*** Which functionalities are available to manage conversion data using the API? (select two)

Delete

Insert

Update

Run

*** At what level can landing pages be managed across campaigns?

Advertiser

Ad

Creative

Placement

*** When a “plan” is executed in Planning, what information is pushed to Campaign Manager?

A list of placements you intend to purchase and the publishers you’re buying inventory from

A dynamic feed that can be quickly implemented into Studio

TrueView placements for running on YouTube properties

A list of creative specifications for implementing the deals in Display & Video 360

*** When is an impression counted in Reporting?

As soon as a creative is requested from the publisher

After a user’s device indicates that the creative download has begun

After the creative is served and viewed on the site

After the browser begins loading the webpage

*** What action must occur for a team member to get access to Data Transfer files in Google Cloud Storage?

Set up an automated email for the team member to receive daily reports

Add the team member’s email to the Google Group associated with the Cloud Storage bucket

Associate the team member with a User Profile designated for Google Cloud access

Run the script: gs://[bucket_name]/[username]

*** What account structure should be used to share Floodlight tags and audience lists between multiple Advertisers?

Shared billing profiles

An account/advertiser relationship

A single Floodlight activity

A parent/child relationship

*** In the Insights tab in Reporting, which two cards show a snapshot of performance? (select two)

Paid Search Ad

Creative Type

Video Player Size

Device Usage

*** Which metric is NOT available in Data Transfer?

% Invalid Clicks

Cross-environment conversions

Designated Market Area (DMA) ID

Active View: % of Completed Impressions Visible

*** Where would purchased inventory for a campaign be entered in Campaign Manager?

Placements

Landing pages

Campaigns

Floodlight tags

*** What is the limit to retrieve log data from a Data Transfer Google Bucket?

1 year

30 days

60 days

Unlimited

*** Which three workflows can be used to make bulk edits? (select three)

The DCM/DFA Reporting and Trafficking API

The Campaign Manager filtered view

Campaign spreadsheet upload

The Edit Multiple button

*** What Floodlight conversion counting method would report the first visit for each user within a given day?

Standard

Unique

Per session

Transactions

*** What report tracks Floodlight attribution in Reporting?

Cookie Reach Overlap

Insights

Floodlight impressions

Path to Conversion

*** Unless default ads are disabled, what campaign trafficking action triggers the automatic creation of a default ad for display placements?

Adding an image creative at the campaign level

Adding an HTML5 creative at the campaign level

Adding a rich media creative at the campaign level

Adding an image creative at the advertiser level

*** What HTML elements of a Floodlight tag’s iFrame code identify the unique activity?

u1 and “fls”

1×1 and “ord”

“src” and 1×1

“type” and “cat”

*** Which two methods count impressions on site-served creatives? (select two)

Tracking Ads

Mobile tracking ad

Click tracker ad

1×1 impression tracker

*** Where in Campaign Manager can the Site ID(s) required to push placements to Display & Video 360 be found?

Next to its associated site name within a Campaign

In the advertiser’s properties, under Landing Pages

In Campaign Manager Account Admin settings

In Site Directory under Properties

*** What are two benefits of using the INS tag? (select two)

Eliminates the need for publishers to add cache-busters

Reduces load latency

More robust Verification data

Serves ads on browsers that don’t support Javascript

*** What report in Report Builder shows the number of unique users who have interacted with ads?

Path to Conversion

Cookie Reach Overlap

Standard

GRP

*** Paid search dimensions in Report Builder are compatible with what metric?

Paid Search Revenue

Active View

Downloaded impressions

Cost Per Click

*** What is the more cost-effective way to restrict ads served to a specific geographic region?

Geo-targeting managed by the ad server

Language targeting managed by the ad server

Geo-targeting managed by a publisher or DSP

Frequency caps managed the publisher or DSP

*** What are three benefits of using Internal Redirect tags? (select three)

Standardize a counting method with platform publishers

Reduce latency on ad-serving

Richer domain information in Verification

Saves time from having to negotiate deals with the publisher

*** What settings are required to give a user reporting access for a single advertiser?

Create a user role, and assign the advertiser as the sub-account.

Schedule a report to be sent to the user, automatically granting them access to that data

Create a user profile with a reporting-only user role, and filter for that advertiser

Ask the advertiser to send an email to support, granting access to their reporting data

*** Which two tabs in Reporting provide access to viewability data? (select two)

Report Builder

Verification

Attribution

Summary

*** To set ad status to “active,” which two objects must be assigned to an ad?

A priority

A frequency cap

An active creative

A placement

*** What section within a Floodlight activity’s settings allows users to add publisher tracking tags?

Dynamic tags

Google Tag Manager

Advanced properties

Custom Floodlight variables

*** What Floodlight feature can be used to create a custom audience list that targets customers who purchased a specific product or service?

Dynamic Floodlight tag that sources product or service IDs

Sales Floodlight tags that capture revenue

Custom 1×1 pixel that fires when the product or service page loads

Custom Floodlight variable that captures the product or service ID

*** What counting method tracks the number of sales made or items purchased?

Sales activities

Custom Floodlight variables

Counter activities

Standard counting

*** Agency Admin, Agency Trafficker, and Site Trafficker are examples of what?

User profiles

User roles

Content categories

Placement strategies

*** What level is used to calculate conversions if the lookback window differs between objects?

Placement level

Account level

Campaign level

Site level

*** If a publisher serves a placement tag after the campaign end date, what ad will serve?

The default ad

Nothing will serve

A random ad

The backup image

*** At what level can landing pages be set, so they are the same across multiple ads?

Creative

Placement

Account

Ad

*** What ad setting ensures a qualified user will always be served a city-targeted ad first over a country-targeted ad when both ads are assigned to the same placement?

Keyword targeting

Frequency cap

Dynamic targeting keys

Priority

*** What must a Floodlight tag include to capture product data alongside a conversion?

An ord value

1×1 tracking pixel

Custom Floodlight variable

Dynamic pixels

*** What action can be taken to select which columns appear in the trafficking interface?

Create a new user role

Create a custom view

Create a new user profile

Create a filter

*** When assets are added to an existing creative, where will these updates be reflected?

In the creative preview, but not in currently assigned ads

Updates appear as a new creative

Within the ads where the creatives are assigned

In future ad creative assignments, but not within existing ads

*** What are two Video Verification metrics? (select two)

Video Prominence Score

Audio muted at finish

Eligible impressions for audio

Audio muted at start

*** The Insights tab in Reporting shows the view performance against which three goals? (select three)

Viewable CPM

Click rate

Conversions per impression

Cost per activity (CPA)

*** Counters and Total Interactions metrics are available for which type of creatives?

Mobile in-app interstials

Twitter creatives

HTML5 creatives coded in GWD

Creatives built in Studio

*** Which two features may be used to log additional information about a click? (select two)

Dynamic targeting keys

Landing page URL suffix

Image source tags

Event tags

*** Which two methods measure impressions served in a mobile app? (select two)

1×1 impression tracker

Mobile tracking ad

Serving mobile creative directly through Campaign Manager

Click tracker ad

*** Audience lists created in Campaign Manager can be automatically shared with which linked applications? (select three)

Search Ads 360

Studio

Google Ads

Display & Video 360

*** What object in Campaign Manager is equivalent to a creative in Display & Video 360?

Placement

Campaign

Ad

Creative

*** Which conditions must be true in order to designate an advertiser as a “child”?

The advertiser doesn’t have any “child” advertisers associated with it

The advertiser is part of a subaccount

There aren’t any Floodlight activities associated with the “child” advertiser

There aren’t any campaigns associated with the “parent” advertiser

*** The “DCM/DFA Trafficking and Reporting API” can directly accomplish which two tasks? (select two)

Customize reporting

Upload conversions

Download data transfer log files

Customize verification alerts

*** Alan wants to see conversion credit assigned to whichever ad a user interacted with just prior to converting, whether it’s a click or an impression. Which attribution model would he use?

Last Interaction

Time Decay

Conversion

Path Length

*** Martin’s excitement to dig into reports quickly turns to dismay when he sees how many conversion paths are displayed in the Assisted Conversions report. How can he limit which conversion paths are used in the report?

Set up Custom Floodlight variables

Apply Conversion segments

Group Floodlight activities

Use Top Conversion Paths

*** Alona has been using the Time-Decay attribution model a lot recently, but she wishes she could make an adjustment to increase how rich media interactions are weighted when assigning credit. What attribution model should she select?

Custom

Path Length

Data-driven

Position-based

*** Ezra wants to know which of DinoWorld’s promotional offers the users on his audience list are responding to best. Which report would he pull?

Audience Reach

User Performance

Audience Performance

User Reach

*** What is a common reason for a campaign spreadsheet to fail upon import?

Missing ad name

Bad formatting

Missing placement name

Missing creative name

*** Yasmin wants to see the most common sequence of ad interactions users experience before they convert. What report should she review?

Cross-Environment insights

Top Conversion Paths

Custom Floodlight

Cross-Device Conversions

*** KidApparel wants to capture the encrypted user ID of each impression and click interaction so they can create more precise audience lists. Tom Trafficker tells them they’ll need to use:

Third-party providers

Site-served lists

Demographic targeting

Data Transfer

*** SuperCoolKicks wants to see if users who have seen the Cool Kicks sneaker ads on their smartphones are making purchases on desktop. Which report would reveal this pattern?

Custom Floodlight

Cross-Environment insights

Cross-Device Conversions

Top Conversion Paths

*** How can you view the encrypted user ID across DoubleClick Bid Manager and DoubleClick Campaign Manager accounts?

Data Transfer

Attribution Modeling Tool

Insights

Audience Performance report

*** Rich wants to compare cross-environment conversion data to standard conversion data. Which metric in the Cross-Device Conversions report does he need to include to see which device got the conversion credit?

Custom Floodlight Variable

Attributed Event Platform Type

Device Conversion Type

Top Conversion Paths

*** What is the best way to target users who haven’t made a purchase after putting an item in their cart without giving away too many promo codes?

Create a Data Transfer including promotion codes

Edit the shopping cart user list to only include 10 days worth of data

Create a custom rule to target the shopping cart user list and exclude the user list for the checkout page

Target the shopping cart user list with a 20 percent off promotion

*** DoubleClick Digital Marketing reports are great, but Mario is looking for log-level impression and click data so he can dig into the granular details and run analysis. How can Mario access this information?

Attribution Modeling Tool

Data Transfer

Report Builder

Insights

*** After pulling a Top Conversion Paths report, Maria finds that most users are entering the funnel via rich media interactions. How can she best optimize with this information?

Move all budget to rich media

Place rich media last in her ads’ creative rotation

Place rich media first in her ads’ creative rotation

Frequency cap her ads at one impression

*** How can you make bulk edits in the Campaign Manager interface?

Click Bulk changes

Click Bulk edit

Click Multiple edits

Click Edit multiple

*** What is a common reason why the “Edit multiple” option may not appear in the user interface?

More than five ads have been selected

Not enough ads have been selected

More than one type of object has been selected

More than five placements have been selected

*** Knowing that DinoWorld park tickets have a long conversion funnel, Johanna wants to give equal credit to every ad interaction that kept the user’s interest prior to purchasing tickets. Which model would she use to see credit assigned in this way?

Last Interaction

Tim Decay

Linear

Conversion

*** Which attribution model uses Floodlight data from both converting and non-converting users?

Custom

Top Conversion Paths

Path Length

Data-driven

*** KidApparel wants to create custom audience lists by leveraging their Custom Floodlight Variables and individual user IDs for more precise targeting. Tom Trafficker tells them they’ll need to use:

Site-served lists

Third-party providers

Demographic targeting

Data Transfer

*** After pulling a Cross-Device Conversion report, Sam notices that a lot of the mobile purchases on the SuperCoolKicks site occur after users have seen an ad on desktop. How might Sam use this information to optimize the sneaker campaign?

Adjust Campaign Manager creative rotation

Adjust Campaign Manager creative messaging

Tell his colleague to keep directing spend to desktop inventory

Tell his colleague to create new placements for rotation

*** How does the position-based attribution model assign conversion credit?

Majority of credit is split between the first and last interactions, with remaining credit given to other interactions

Majority of credit is given to the first interaction, with remaining credit given to other interactions

All credit goes to the last click

Majority of credit is split across click interactions, with remaining credit given to any impressions

*** Which is not a common barrier for mobile-first companies?

Consumers only want to make purchases on a desktop computer and site

Failing to align business decisions to a mobile-first strategy

Targeting the wrong customers with your mobile assets

High abandonment rate of apps after users have downloaded them

*** Which is not a good app design practice?

Don’t automatically show the search field, make it optional.

Allow users to go back easily in one step.

Show the value of your app up-front.

Create frictionless transitions when going between app and mobile web.

*** Your friend has a jewelry business and just created an app that had dismal downloads during its first month. What advice should you give to get the app back on track?

Suggest that she re-focus her app marketing to brand new customers. Improve the app with more professional photos and use social media and earned media to promote it.

Recommend that she hire a consultant who could help her change her retail business into a completely online one. Customers will have to use the app to buy her products and she could save money on retail space.

Tell her to wait for six months and then re-evaluate. Maybe her customers will come around and eventually find the app. Just be patient and see what happens because there is no need to invest anymore.

Take another look at her customers’ behaviors by reviewing all the data she already has and maybe doing some more research to better understand what they would respond to.

*** You’ve been given free reign to create a mobile-first campaign and a healthy budget to invest in mobile assets. What are the first steps you should take to get started?

Incorporate an app-centric model into your strategy and find the brightest marketing graduates to make your campaign happen.

Put all of your money into a gaming app because research shows how successful they can be. If done properly, you’re certain to reach new customers.

Take the time to really understand your audience and investigate all of mobile’s unique capabilities to see what would best help reach your audience.

Do your own version of an award-winning, mobile-first campaign. If the campaign was successful for that business, it’ll definitely work for yours.

*** Which asset model would you recommend to a company who already has a successful mobile site?

Audience asset model

App-centric model

Site and app model

Site-first model

*** When a feed contains a column of dynamic clickthrough URLs, what function will a hand-coded creative use?

Enabler.exit()

Enabler.clickthrough()

Enabler.exitOverride()

Enabler.exitOnQuery()

*** Which two settings determine which dynamic content is selected by the ad server to send to the creative? (select two)

Reporting dimensions in Studio

Code within the creative

Targeting rules in Studio

Rotation options in Studio

*** Which three feed types can be used for importing data into dynamic campaigns in Studio? (select three)

Google Spreadsheets

CSV

XLS

Google Merchant Center

*** When should the code from “Step 4: Generate Code” be called by a hand-coded dynamic creative?

BEFORE the Enabler has been initialized and dynamic content is accessed

AFTER the Enabler has been initialized, but BEFORE dynamic content is accessed

BEFORE the Enabler has been initialized, and AFTER dynamic content is accessed

AFTER the Enabler has been initialized, and AFTER dynamic content is accessed

*** Which three components are available in Google Web Designer? (select three)

Counters

Tap Area

Maps

YouTube Video Player

*** Which two variables can be used to optimize the rotation of dynamic creatives? (select two)

Designated weights

Impression-to-view rate

Click-through-conversion rate

Click-through rate (CTR)

*** When working on a profile with a ranked combination of rules, what feature should be used at the Manage Rules stage?

Weighted rotation

Prioritized rules

Sequential rotation and prioritized rules

Optimized rotation

*** In what section of Studio are creative images and videos stored?

Admin

Creative

Dynamic Content

Assets

*** Which two Campaign Manager attributes can be used as filters in a dynamic feed? (select two)

Canonical geolocation

Floodlight ID

Placement ID

Site ID

*** What field type is used for data pass targeting in a dynamic profile?

Display & Video 360 Line Item Id

Remarketing Value

Custom value

Campaign Manager Site ID

*** Which two targeting types are supported in Studio for dynamic creatives? (select two)

Language targeting

Audience targeting

Geo-targeting

Device targeting

*** In what product are dynamic targeting keys created?

Campaign Manager

Studio

Search Ads 360

Display & Video 360

*** When using creative dimension filtering, what steps must be taken to generate dynamic previews correctly?

Enter the creative sizes as comma-separated values, select the corresponding creative sizes, and click “Apply”

Enter the creative size and click “Apply”

Enter one creative size, select the creative for that size, and click “Apply”

Select all creative sizes and click “Apply”

*** What are three benefits of using an existing Google Merchant Center feed for dynamic creatives in Studio? (select three)

Built-in abilty to use Google’s recommendation engine

Updates to the Google Merchant Center feed are automatically synced in Studio

Ability to apply additional filtering logic to the Google Merchant Center feed

No row limit for the Google Merchant Center feed

*** What dynamic strategy allows flight scheduling of dynamic creatives?

Start and end date scheduling

Weighted rotation

Campaign Manager Placement ID

Dynamic targeting keys

*** To build an expanding creative, which three panels must be included in the HTML? (select three)

Collapsed

Expanded

Auto-expand

Main

*** What feature allows users to create a dynamic field without needing to upload a feed?

Profile field

Constant matching

Feed scheduling

Filter by feed row ID

*** In the dynamic workflow after managing the data and rules, what is the next step to set up a dynamic creative?

Publish the creative to Campaign Manager

Generate the code

Set up the reporting dimensions

Review the preview sheet

*** How many Studio profiles can a dynamic creative be linked to?

1

2

3

Unlimited

*** Where is the dynamic path for an asset found?

In the Details section of the selected asset

In the Account Summary page

In the General Info section

In the Creatives section

*** How can a Studio profile be edited without impacting the live campaign?

Edit the feed

Create a draft version of the profile

Create a new profile using the existing feed

Retransform the feed

*** What are three benefits of filtering by creative dimensions? (select three)

Easier to remove and add creative sizes in the feed

Lets dynamic campaigns scale as more creative sizes are added

Allows pulling preview sheets across all sizes without specifying the creative size in Step 5: Preview

Allows for less columns which reduces the dynamic response data sent from the ad server to the creative

*** What does optimization prioritize when used for dynamic creatives?

The best performing rows in the feed

The best performing creative in Campaign Manager

The best performing columns in the feed

The best performing placement in Campaign Manager

*** Which two columns are required in a feed? (select two)

Unique ID

Clickthrough URL

Reporting label

Headline text

*** What’s the most efficient way to target one headline to 10 different audience IDs in a feed?

Add 10 rows and 10 columns with an audience ID in each row and column

Add 10 comma-separated audience IDs into one cell

Add 10 columns with a different audience ID in each column

Add 10 rows with a different audience ID in each row

*** To create a dynamic profile, what steps must be taken in the Dynamic Content section?

Under the advertiser, click “New Profile,” update the name then click “Create”

Add the dynamic Enabler code from the Generate Code section to the creative

Go to Studio Campaign, upload a dynamic creative, and click “Save”

Assign the HTML5 creative files to the advertiser and click “Create Dynamic Profile”

*** To preview a creative on a blank page, what option should be selected from the dropdown?

Custom URL

Sample website

On screen

Blank page

*** What are two creative elements that can be dynamic? (select two)

Text

Clickthrough URLs

Ad border

Creative type

*** What steps should be taken under Manage Data to upload a new feed to the Studio profile?

Select an existing source and update the content with the new feed

Select New Feed and then click “Start import”

Select “New profile field” and enter a name in the text field

Select New Content, then Content source, and click “Start import”

*** What user access level allows read and write access to create or edit a dynamic profile and feed?

Dynamic Content User

Content Reader

Content Writer

Content Owner

*** What is the Asset Library file size limit per upload for video files?

60MB

80MB

50MB

100MB

*** Which two methods can be used to connect dynamic data to an element in the creative? (select two)

Custom JavaScript

Binding in Google Web Designer

Binding in Campaign Manager

Custom Floodlight variables

*** When a user generates a dynamic preview and receives the error “Can’t show a preview because you haven’t set a default creative or your applied filters don’t match any feed rows,” what first step should be taken to troubleshoot the error?

Retransform the feed

Check if the correct feed filtering parameters were applied in the preview panel

Confirm the feed is complete with no warnings

Re-upload the feed

*** Which two methods can be used to build dynamic creatives for Studio? (select two)

Adobe Edge Animate

Google Web Designer

Hand-coded HTML + JavaScript

Libraries such as jQuery or CreateJS

*** What step must be taken before initiating a fullscreen expansion?

Establish a connection to your dynamic feed

Add a polite loader

Check that the Enabler has been initialized

Determine the size of the screen

*** Which three creative types are allowed when using VPAID creatives? (select three)

Interstitial

Full-screen expanding

Banner

HTML5 non-linear

*** When should the dynamic creative be uploaded to Studio?

AFTER creating the preview sheet, but BEFORE creating the feed and Studio profile

AFTER creating the feed and publishing the Studio profile

AFTER creating the feed and Studio profile, but BEFORE publishing the profile

AFTER creating the feed, but BEFORE creating and publishing the Studio profile

*** What do “counters” measure in Studio?

Number of users that did not interact with a creative

Elapsed time interacting with a creative element

Number of times an action is taken within a creative

Length of time a video creative is played

*** To target multiple Campaign Manager IDs within one cell of a feed, what character is used to separate IDs?

Comma (“,”)

Pipe (“|”)

Semi-colon (“;”)

Percent sign (“%”)

*** Which three elements are required for a dynamic creative? (select three)

Asset Library

Studio creative

Studio profile

Dynamic content

*** When an asset is selected in the Asset Library, which three attributes appear in the asset Details section? (select three)

Creatives that use the asset

A preview of the individual asset

Asset dimensions

Dynamic path

*** What values are included in the targeting column of a remarketing feed?

Third-party cookie values

Floodlight custom variable (“u-var”) values

The advertiser’s cookie values

Floodlight audience list IDs

*** In what section of Studio can users create and manage dynamic profiles?

Creative

Dynamic Content

Assets

Admin

*** What action occurs when assets are uploaded to the Creative section?

Creatives are delivered to Campaign Manager for trafficking

Assets are automatically resized

Assets are shared across all advertisers in the Studio account

Assets are copied to the Asset Library

*** What type of creative appears within a set of borders and doesn’t expand or cover a website’s content?

Floating creative

Expandable creative

Interstitial creative

Banner creative

*** Which three rotation settings are available in Studio? (select three)

Optimized

Random

Sequential

Weighted

*** In what section of Studio can users upload and manage ad files?

Dynamic Content

Admin

Creative

Assets

*** How can a dynamic preview sheet be removed from a Studio profile?

Delete the preview sheet

Open the preview sheet and click “Undo”

Archive the preview sheet

Edit permissions to the preview sheet

*** Which two types of creatives either float above a webpage or fill an entire mobile screen? (select two)

Interstitial creative

Floating creative

Expandable creative

Banner creative

*** The HTML5 Enabler should be added to which tag in a creative’s HTML file?

<script>

<div>

<head>

<body>

*** Which two data types are NOT supported as dynamic elements? (select two)

HTML5 animations

Text

Decimal numbers

Numerical fractions

*** What profile setting allows Studio to match more than one row on impression?

Dependent selection

Profile field

Auto-filter

Quantity

*** Where are dynamic profiles located?

In the Creatives tab when viewing a dynamic creative

In Advertisers under Advertiser association

In the Dynamic Content tab next to advertiser name

In the Assets tab under Account Details

*** Which two preview types can be used to generate a dynamic preview? (select two)

Filter by feed element name

Filter by dynamic criteria

Filter by reporting label

Filter by row ID

*** What dynamic strategy uses a naming convention to replace numeric Campaign Manager IDs?

Data pass

Display & Video 360 line item filtering

Remarketing

Dynamic targeting keys

*** What method for using custom fonts is NOT supported for dynamic text?

Any fonts uploaded with a creative in Studio

Fonts added to Asset Library and linked to a creative in Studio

Fonts stored on a File Transfer Protocol (FTP)

Fonts loaded from Google Fonts

*** When you have multliple images to support different creative sizes within a single profile, what action should be taken?

Upload the images to Asset Library to generate the different creative sizes

Create one feed per ad size

Use a single image and Studio will resize automatically

Create one feed and filter by creative dimensions

*** What is the minimum number of exits required for a creative?

3

1

2

0

*** Echo remarketing uses dynamic content from what source?

The creative code

A feed

Custom Floodlight variables

Dynamic rules

*** What is the Asset Library file size limit per upload for non-video files?

20MB

5MB

15MB

10MB

*** What tool makes it possible to preview a creative on a mobile device that’s linked to a Studio account?

QA Helper extension

Creative Preview app

IAB VAST tag tool

Google Web Designer

*** What is the proper format for geo-targeting a location in a feed?

Los Angeles,United States

Los Angeles,United States,California

Los Angeles,California

Los Angeles,California,United States

*** What feature can be used to target multiple columns in a feed one at a time?

Trafficking rules

Prioritized rules

Feed priority

Rotation priority

*** What are two benefits of using dynamic creatives in Studio? (select two)

Ability to test different ad formats within one creative

Ability to test different sizes within one creative

Ability to test different content within one creative

Ability to build and traffic only one creative per ad size

*** In what section of Studio is user access managed?

Dynamic Content

Assets

Creative

Admin

*** What is the method most often used to define the dynamic content for a creative?

External API

Code within the creative

Spreadsheet

Campaign Manager

*** Which two options must be true to use open optimization? (select two)

In “Step 3: Manage Rules” rotation must be set to “Optimized”

More than one row in the feed must be eligible to serve

The dynamic feed must include a row with “optimize” in the cell

Only one row in the feed must be eligible to be served

*** Which two video formats can be built as Rich Media in Studio? (select two)

YouTube TrueView

Video Ad Serving Template (VAST)

In-banner video MPU

Video Player-Ad Interface Definition (VPAID)

*** Which two capabilities are possible with dynamic preview sheets? (select two)

External sharing to stakeholders without Studio access

Editing within the preview sheet

Bulk dynamic previews via .csv import

Ability to download and share as a PDF file

*** What position should the wheel lock buttons be when in a locked state?

Pushed OUT

Pushed IN

*** If needed, how do you factory reset a Jamboard?

Power off the device, press the power button for 5 seconds, and use volume rocker to select the factory reset option. Wait 20 min for the factory reset.

With the power on, press the screensaver button 5 times, and use volume rocker to select the factory reset option. Wait 20 min for the factory reset.

Submit a support case to Google providing the serial number and domain of the device.

Go to settings and tap the tools icon (hammer and screwdriver)

*** Who from the customer side will need to be on-site to provision each Jamboard?

The G Suite Groups Admin

The G Suite Super Admin.

Any user

The Jamboard Super User

*** How is access control on a Jamboard determined?

It follows the same permissions model as Google Drive.

Whoever writes on the Jamboard first.

In the Jamboard management console.

The customer’s network administrator will have to grant each user access

*** When connecting to the Internet for an initial update, what type of network types are available out of the box?

Only open and unfiltered networks are supported out of the box, additional updates are available after the update

All Enterprise type networks

Linksys

Only wired connections will be available out of the box

Only WiFi connections out of the box

*** The longer set of legs will have a locking mechanism on the wheels and face towards the back.

FALSE

TRUE

*** What happens if a customer purchases a Jamboard without the stand, but does purchase the basic installation service?

Source your own third-party stand and mount the Jamboard to it

Be prepared to do mount the Jamboard to a wall, using the wall mount provided in the Jamboard box

Be prepared to do a wall mount installation using a third-party wall mount, while discarding the one that comes in the display box

None of the above

*** When should a Jamboard be connected through a proxy?

Usage of proxies should generally be avoided, as they add latency.

Whenever possible to improve performance.

To improve SSL inspection speed.

If a wired connection is not available.

*** How do you access the diagnostic tool?

By going to Settings>About Jamboard and tapping on “Build Number” 7 times.

By going to Settings and tapping on “About Jamboard” 7 times.

By long pressing the power button on the back of the Jamboard for 7 seconds.

By going to Settings>About Jamboard and tapping on “Board Name” 7 times.

*** What is the best way to tell that the display was hung correctly?

The display will be able to tilt downward and return to it’s original vertical position with ease

The device will be able to pan, tilt, and scope with ease

The display will be able to rotate 90° from landscape to portrait

The display will fall off the mount if jarred

*** What are all the ways to invite collaborators to a Jam?

By email address

By QR code

Via the Jamboard app

By Jam code

*** Which of the following would you do before leaving the customer site?

All of the above

Ensure that physical installation standards are met

Confirm device is powers on and boots to the whiteboard application properly

Confirm device is provisioned, and customer sees the device JPanel

Ensure the customer sign-off is complete

*** Which of the following guidelines should be followed when providing a custom Premium White Glove Service offering?

All of the above

Use Jamboard-provided stand, not a third-party stand

Articulating wall mount and wall must be able to support load (92 lbs + VESA compatible adapter/mount)

No horizontally embedded tabletop setups

A battery should never be used in place of the power cord

*** Which of the following is the only acceptable method for cleaning the display?

Scouring pad

Microfiber cloth

Towel

Chemical cleaners

*** True or False: The recommended download speed for best Jamboard experience is 4 Mbps per second, it will function at lower speeds but latency may occur.

FALSE

TRUE

*** Select the response that best reflects the wall mounting process:

Use the wall-mount included with the device, mount the device to the wall studs and confirm that the studs can support 92 lbs. of combined weight (board and wall mount), ensure device is placed in close proximity to power and ethernet

Use customer provided 3rd party wall-mount, discard provided mount, mount device using drywall anchors, place the device wherever the customer prefers

Use the wall-mount included with the device, mount device using drywall anchors, ensure device is placed in close proximity to power and ethernet

Use customer provided 3rd party wall-mount, discard provided mount, mount the device to the wall studs, ensure device is placed in close proximity to power and ethernet

*** What type of licenses does the customer need to have in order to set up and use Jamboard correctly?

Both a G Suite and Jamboard license

A Jamboard license only

A G Suite license only

*** What user permissions do you need to add your colleague as a user to your advertiser’s account?

Write only.

Read & Write.

Read only.

Creative user.

*** You’re using the Audience Builder tool to create an audience list based on users who have engaged with historical campaigns. Since you’re targeting the same groups, you want to be able to prevent visitors from seeing your ads too many times. What feature could you use to do this?

Audience Builder.

Audience Profile Analysis.

Audience Frequency Caps.

Audience Spotlights.

*** What’s the difference between Instant Reporting and a traditional report?

Depending on the size of data requested, traditional reports typically take about 5 minutes to download, whereas once an Instant Report is requested, you’ll receive an email with your report in less than a minute.

Traditional reports are offline, whereas Instant Reporting downloads in less than 3 seconds.

Traditional reports are offline, whereas Instant Reporting allows you to drag and drop data to build a report in real time.

A traditional report has a limited number of metrics and dimensions, whereas Instant Reporting gives you the ability to create your own metrics and dimensions.

*** You are contributing to the budget section in an advertiser’s media plan for some open auction video campaigns. You need some insights to inform the figures, such as overall unique reach for some given locations. Which feature would you use to achieve this?

Marketplace in the Campaign Plan workspace.

Instant Reporting in the Insights module.

Combined view in the Campaign Plan workspace.

Open Auction Video Forecast tool in the Campaign Plan workspace.

*** How would you best describe the functionality within the Audiences module?

The Audiences module enables you to be informed and influence your budget allocation decisions with accurate forecasting.

The Audiences module enables you to effectively manage, build, analyze, and activate your audiences.

The Audiences module helps you understand how customers interact with your brand across devices, as well as online to offline.

The Audiences module allows you to see a holistic view your campaigns’ performance against budget and how they are tracking towards KPI.

*** You’ve been added as a Creative user to an advertiser’s Display & Video 360 account. You’ve been asked to create a new high-format Flipbook ad with two variations for an upcoming campaign. What tool would you use to accomplish this task?

Content Strategies.

Marketplace.

Ad Canvas.

Google Web Designer.

*** What is the new name for DoubleClick Bid Manager?

Display & Video 360.

Bid Manager.

Video & Display 360.

Google Marketing Platform.

*** What is the new name for Google’s DoubleClick Suite?

Display & Video 360.

Search Ads 360.

Google Marketing Platform.

Google 360.

*** You’ve browsed Marketplace and found some publisher inventory that matches your targeted age group and ad format for your prospective campaigns. But before you make a deal, you want to be able to discuss the price with the publisher. How would you do this?

The inventory showcased in Marketplace is non-negotiable. If inventory matches your criteria, you can click Accept to make a deal go live.

If you’d like to contact a publisher, you can send a message to them directly from Marketplace requesting their contact details.

For one or more publishers, you can send a bulk RFP form with your proposal and price. You can have ongoing negotiations directly from the My Negotiations section under the Inventory module.

You can find phone numbers of publisher teams in Marketplace. You can call to negotiate at any time.

*** Which of the following statements best describes one function Display & Video 360 aims to help you do?

Display & Video 360 will enable you to measure, analyze, and action on your campaign’s performance.

Display & Video 360 will enable you to plan, execute, and measure ad campaigns across formats and screens for your targeted audiences.

Display & Video 360 will enable you to make data-driven decisions at the planning phase, helping you create more robust media plans for your customers.

Display & Video 360 will enable you to optimize your campaign execution workflows through simplified step processes and intuitive UI design.

*** What data-driven functionality in the Creatives module is available after you’ve created a set of, for example, Panorama format creatives?

You can use forecasting to accurately plan and forecast the unique reach of your campaigns.

You can view signals about where your creatives will serve and learn about how to improve safety measures for your campaign.

You can click Optimize, which will provide you with recommended changes to your creatives and allow you to apply them in bulk.

You can choose from a variety of audience signals to target specific customer segments, then assign the right creatives to the associated content strategy.

*** Why would you visit the Campaign module in Display and Video 360?

To create and manage inventory packages across formats and inventory types.

To use the Audience Builder to create custom audience lists and assign them to specific content strategies aligned to your campaigns.

To execute on campaigns and use the Plan Workspace to build a complete campaign media plan across formats, buying strategies, and inventory types.

To add and manage users and creative users to a campaign.

*** Why would you navigate to the Brand Quality Hub?

To create custom combinations between your first-party, Google data, and/or third-party lists that you’ll be able to save and easily reuse across campaigns.

To mix and match all available data sets to create advanced audience lists.

To get a quick summary of your current brand safety settings such as the inventory controls available, to get information on any excluded apps and URLs, and to get a percentage of your filtered traffic pre-bid.

To discover the creative formats available in Display & Video 360.

*** Choose the best statement to describe what the Creative module can help you do.

The Creative workspace is built to enable you to create smarter campaigns and quantify estimated scale to your unique KPIs.

The Creative workspace is built to help you discover premium packaged inventory and manage your reservation and programmatic deals.

The Creative workspace is built to help you achieve your audience-related goals, from central data access and analysis to activation.

The Creative workspace is built to drive collaboration between brand, media, and creative teams, enabling the design, production, and management of ads at scale.

*** Over time, which 4 products in Google Marketing Platform will have full convergence into Display & Video 360?

Bid Manager, Campaign Manager, Studio, and Tag Manager 360.

Campaign Manager, Studio, Search Ads 360, and Audience Center.

Campaign Manager, Studio, Analytics 360, and Tag Manager 360.

Bid Manager, Campaign Manager, Studio, and Audience Center.

*** How would you best describe the Spotlight section in Marketplace?

You can use the Spotlight feature to search the web for more information about a publisher, and get results on the same screen.

You can use the Spotlight feature to find premium packaged inventory opportunities that meet your specific criteria by Publisher, Deal, or Guaranteed Package type.

You can use the Spotlight feature to find specific publishers to re-visit at another time.

You can use the Spotlight feature to open up a live chat with other members of your team and share inventory insights before making a deal in Marketplace.

*** Where would you go to get information about your campaigns’ health and suggestions for troubleshooting and optimizing live campaigns?

The Intelligence Panel in the Campaigns module.

Instant Reporting in the Insights module.

Floodlights section.

Change History.

*** What environment supports proximity targeting?

Mobile App

Mobile Web

TrueView

Desktop Web on Mobile

*** What are two ways to make bulk changes within Display & Video 360 campaigns?

Naviagate to Insertion Order < Line Item level < Select Line Item < Action <Bulk Edit

Use Structured Data Files (SDF)

Navigate to optimization within line item view

Update within Campaign Manager

*** How does the setup for a Programmatic Guaranteed deal differ from a preferred deal?

The publisher sets up line items in Display & Video 360 for any Programmatic Guaranteed deals

Programmatic Guaranteed deals are available in the insertion order’s Inventory source targeting

The publisher needs to agree on the targeting and categories for an open auction deal

The publisher needs to agree on number of impressions and fixed price for a Programmatic Guaranteed deal

*** What is required for creative approval?

A 3rd-party verification tracker

HTML5 formatting

Data sharing is enabled

A valid landing page

*** How can an advertiser be granted access to TrueView inventory?

Accept Terms & Conditions and Fees in the Partner’s settings

Add a 4 percent media fee to the partner revenue model

Add YouTube to the targeted sites in the TrueView channel

Add YouTube to the list of accepted exchanges in the Partner’s settings

*** What step should be taken to track and secure a programmatic deal with a publisher?

Go to the partner’s Basic Details, in Display & Video 360 and link the deal ID

Contact your customer support representative

Go to Marketplace Negotiations to review and accept deals in Display & Video 360

Go to Inventory targeting within a line item and search within “Inventory Source”

*** To send data from Campaign Manager to Display & Video 360, what initial step should be taken?

Associate Display & Video 360 in the advertiser’s Floodlight configuration in Campaign Manager

Remove any reference to Campaign Manager Site(s) in Display & Video’s Basic Details

Associate the Bid Manager partner ID in the advertier’s “Creatives fields” section

Associate the Display & Video 360 partner ID in Campaign Manager’s Properties

*** To access a first-party audience list from a Floodlight tag in Display & Video 360, what step should be taken in Campaign Manager?

Add a custom variable for audience targeting

Add a Display & Video 360 macro to the Floodlight Tag

Assign the Floodlight tag to an audience list

Set the Floodlight tag to accept Dynamic tags

*** How would you add third-party verification to a creative when Campaign Manager is your ad server?

In Display & Video 360, use the custom tag wrapper feature

Add the Display & Video 360 tags to Campaign Manager with the third party verification’s tracking link

Download the Campaign Manager tag, append to the Display & Video 360 tag, and perform a SDF bulk upload

Add the integration code to the advertiser’s Basic Details and upload the tags to Display & Video 360

*** Which environments and inventory sources cannot run within a single line item?

YouTube and open exchange

Mobile app and mobile app interstitial

Mobile web and mobile app

Desktop and mobile web

*** Which two views show the revenue and conversion metrics for line items? (select two)

Optimization view

Quality view

Pacing view

Performance view

*** What step would an advertiser take to target a list of email addresses?

Create a Customer Match list for TrueView

Add the email addresses to keyword targeting

Assign a Floodlight tag to an audience list in Campaign Manager

Create a Custom Affinity audience list

*** Which ad format supports pre-bid verification with Integral Ad Science?

Bumpers

TrueView

Mobile app

Display

*** Where can a preferred deal be assigned?

In the line item’s audience targeting

In the partner settings, under inventory source

In the line item’s creative assignment

In the line item’s inventory source targeting

*** What is one way to control ad frequencies across multiple insertion orders?

Create insertion order budget segments

Assign a frequency cap to each creative

Set campaign-level frequency caps

Set recency targeting

*** What report can identify when a campaign overspent the budget?

A Verification report, grouped by “Advertiser Currency”

An Inventory Availability report grouped by “Time of Day”

Basic or Standard report, grouped by “Time of Day”

A SDF report based on the insertion order and line items

*** What report can help verify if pixels load correctly on a webpage?

Reach

Gross Rating Points

Floodlight

Inventory Availability

*** What report shows the number of unique users for a specific website?

Inventory Availability

Page-Category

Audience Composition

Standard

*** What step would be taken to verify that conversion pixels are implemented and load correctly?

Generate a Unique Reach report and include Cookie Reach: Average Impression Frequency

Generate a Standard or General report and include conversion metrics

Check the line item performance metrics for conversions greater than zero

Generate a pixel load report grouped by the conversion pixel(s)

*** When creating a new TrueView campaign, how long should be allocated for creative review?

Up to 12 hours

Up to 2 hours

Up to 6 hours

Up to 24 hours

*** What feature allows users to adjust fixed bids for different geographies or device types?

Viewability targeting

Partner revenue model

Recency targeting

Bid multipliers

*** What inventory sources allow for exclusive publisher partnerships?

Automatic Deals and preferred deals

Automatic Deals and private auctions

Preferred deals and private auctions

Exchanges and preferred deals

*** What data cannot be evaluated with a Standard or General performance report?

Clicks and conversions for individual creatives

Impressions and eCPM by website

Viewability metrics across each IO and line item

The match ratio of third- and first-party audience segments

*** What is the correct Display & Video 360 account hierarchy?

Insertion order > Partner > Line > Advertiser

Partner > Advertiser > Campaign > Insertion order > Line item > Creative

Partner > Campaign > Advertiser > Insertion order > Line item > Creative

Account > Line item > Advertiser > Insertion order > Partner

*** What step should be taken to assign an advertiser to a preferred deal when creating a new inventory source?

Check that the advertiser has been automatically added to the line item’s deal

Add the advertiser’s name to the inventory access field

Ask the publisher to activate the deal in Display & Video 360’s insertion order

Assign the advertiser using a Google form

*** How can a profit margin be applied to the revenue metric?

Assign a media cost markup to the partner revenue model

Assign the pixel to a line item’s conversion tracking

Add a column and manually calculate revenue

Add a percent markup in the billing profile

*** When is a “view” counted for TrueView campaigns?

Each time the user watches at least two seconds of the video

Each time the user clicks or watches 30 seconds or the entire video

Each time Active View recognizes TrueView

Each time a video’s screen is 50% viewable on the page

*** What format cannot share a frequency cap with other media formats?

TrueView

Native

Video

Display

*** What should be used to investigate why a line item isn’t winning the majority of qualifying open auction impressions?

The “Line Item Settings” CSV

The line item’s impressions lost chart

A General or Standard report grouped by channel

The Inventory Marketplace forecast

*** To activate the creative approvals process for a new creative, what step must be taken?

Set the creative to active

Assign the creative to an active line item

Resubmit the creative for approval

Upload the creative to Display & Video 360

*** What hierarchy levels are required to permission and link a YouTube channel to run TrueView?

Campaign and Advertiser

Advertiser and Insertion Order

Partner and Advertiser

Partner and Insertion Order

*** What line items are impacted by insertion order default targeting?

TrueView line items

All current line items

Only video line items

New line items only, not current line items

*** For deals, which tool can be used to identify if the correct creative sizes are sent with the bid request?

YouTube Programmatic Guaranteed reporting

Deals Troubleshooter

Creative status field

Advertiser’s History

*** How can a site be blacklisted from an advertiser’s media buys?

Add the URL to the advertiser’s URL field

Add the URL to a channel that is assigned to the advertiser’s exclusionary channel targeting

Use the audience composition report and exclude audiences that visit that site

Identify the website’s key phrases and use them in keyword exclusion targeting

*** When users make changes to a line item or insertion order, where are those changes displayed?

In the Partner’s Basic Details

In the downloadable Structured Data File

Under Change History in the change log

In the left panel after searching for the user name

*** What insertion order settings must be set before a campaign can go live?

Bids and creatives

Budgets and flight dates

Bid multipliers and goals

Auto-budget allocation and targeting

*** How can a creative be submitted for audit after it’s been rejected and fixed?

Select the creative and select “Activate”

Assign the creative to another line item

Select the creative and click “Resubmit for approval”

On the Creative’s page, click the refresh button

*** Which two settings can be edited in Campaign Settings? (select two)

Bidding Strategy

Creative

Frequency caps

Campaign goal

*** To optimize the campaign towards viewability, which two approaches can an advertiser take? (select two)

Add a pixel to the Default tag in Campaign Manager

Only target inventory displayed on mobile apps

Assign viewability targeting

Set the bid strategy to viewable CPM (vCPM)

*** What steps should be taken at the Advertiser level to run TrueView?

Enable TrueView in Advertiser settings

Link the YouTube video

Enter the channel code in Advertiser settings

Link the YouTube channel

*** What is a benefit of linking a YouTube channel to the advertiser in Display & Video 360?

Access to YouTube masthead inventory

Access to earned metrics, like shares, and channel subscribers

Availability to frequency caps on all media buys across YouTube and other exchanges

Access to Floodlight tag tracking without using dynamic pixels

*** How is the daily budget calculated for an insertion order with Flight Even pacing?

The campaign’s budget, minus the flight budget spent, divided by the number of days remaining

The flight budget divided by the number of remaining days and multiplied by 1.5

The remaining flight budget multiplied by the number of days remaining

The remaining flight budget divided by the number of days remaining

*** What are two ways to check why a private deal is not running? (select two)

Use the Deals Troubleshooter

Search the history logs for the deal

Check the creative approval status

Generate an Audience Composition report

*** What step should be taken to view performance data for targeted audience segments?

Go into the insertion orders default targeting and use the potential reach metric

Generate an audience performance report and select “include only targeted audience lists”

Generate an audience composition report and filter for line items targeting audiences

Generate an Inventory Availability report and filter by all targeted audiences.

*** How are line items affected when a user edits the default targeting for insertion orders?

Existing line items are uneffected and new line items inherit the new default targeting

New line items inherit the new default targeting and existing line items inherit edits to default geotargeting

New and existing line items inherit the new insertion order targeting

Existing and new line items apply the original default targeting

*** Where can an advertiser set their campaign goal?

Campaign Settings

Partner Settings

Insertion Order Default Targeting

Line Item Basic Details

*** What timezone is applied to inline charts and metrics data?

US Eastern timezone

The advertiser’s timezone

US Pacific Timezone

The user’s timezone

*** How can a campaign be activated after creating it?

Submit an IO to your support agent

Upload a campaign Structured Data File with “Live” in the status column

Set the campaign’s start date to “Today”

Select the Activate dropdown for the campaign, line items, and insertion orders

*** Which ad formats cannot be assigned to a single line item? (select two)

Video and Display

TrueView and Video

VPAID and VAST

Image and HTML5

*** Which campaign setting impacts how the associated insertion orders deliver?

Planned spend

Frequency capping

Performance goal

Campaign name

*** When creating new video line items, what are two execution methods that save time? (select two)

Use Structured Data Files to bulk upload new video line items

Convert display line items to video line items, then make inline adjustments to targeting

Use the audience composition report, then exclude audiences that visit that site

Duplicate video line items, then make bulk edits to targeting

*** Which two objectives can be selected as a campaign goal? (select two)

Drive offline or in-store sales

Raise awareness of my brand or product

Behavioral audience targeting

Remarket to existing customers

*** When targeting a private deal with a news publisher that constantly refreshes the text on the page, which targeting should be avoided?

Time and Day

Keyword

Geography

Demographics

*** What are two ways to troubleshoot a non-spending line item? (select two)

Adjust the partner revenue model

Confirm that media fees are invoiced

Check the creative approval status

Check the line item’s Impression lost chart

*** Which three settings could prevent deals from meeting their ad-serving goals? (select three)

Brand safety and sensitive category targeting

Geotargeting and bid strategies

Demographics and audience targeting

VAST and VPAID creatives that are approved

*** How can a line item’s potential reach be increased from 1K to 1M targeted impressions?

Remove targeting such as keywords and exclusionary site lists

Add targeting such as channel and environment

Add budget segments to the insertion order

Increase the bid and budget

*** What step should be taken to determine which creatives had the lowest eCPM over the last month?

Generate a Standard report grouped by creative with the eCPM metric selected

Generate an Audience Composition report grouped by audience with the CPM metric selected

Generate an Inventory Availability report grouped by site and multiply average CPM by frequency

Go into the creative section for the advertiser and compare the inline metrics for eCPM

*** At what levels can pacing be set?

Insertion order and line item

Line item and ad group

Campaign and insertion order

Campaign and line item

*** What is one benefit of applying “auto budget allocation” to an insertion order’s budget settings?

The system automatically provides budget suggestions to the Quality metrics

The system will apply new budgets based on the insertion order’s goal

The system automatically moves budget to higher performing line items

Budget segments will automatically actualize and allocate to future segments

*** What are two Google Audiences? (select two)

In Market

Affinity

First-party

Third-party

*** What step should be taken to configure a Programmatic Guaranteed deal once negotiations are complete?

Select the deal from the the insertion order’s Inventory Source targeting

In My Inventory, find the deal and select configure

Find the deal in Marketplace and assign the creative

Add the Deal ID in the advertiser’s Basic Details

*** What ad format cannot run with Even pacing set on the insertion order?

*** What is the difference between Programmatic Guaranteed deals and preferred deals?

Programmatic Guaranteed deals are imcompatible with conversion pixels

Programmatic Guaranteed deals have required minimum spend

Preferrred deals do not allow targeting edits in Display & Video 360

Preferred deals have required minimum spend

*** How are creatives assigned to a line item?

Select the creative to assign in the line item’s creative section

In the line item’s settings, search and select the correct 1×1 pixel

Bulk upload a creative spreadsheet in the advertiser’s creative section

While setting up a new creative for the advertiser, assign the line item and click Save

*** How can a group of URLs be excluded across advertisers?

Contact support to exclude the list of URLs

Upload an Inventory Availability report into the line item’s verification settings

Create a channel of URLs and exclude it in advertiser or partner-level targeting

Cross-match a group of URLs with their sensitive categories and block them in Brand Safety targeting

*** What is the result of using a VPAID tag instead of a VAST tag when running video ads?

More available inventory across all devices

Less available inventory across all devices

The ability to run on TrueView inventory

Less functionality for engagement and interaction with ad

*** What step should an advertiser take to exclude sensitive categories using a supported third-party verification tool?

Upload the categories into Campaign Manager’s Verification system

Implement tracking tags with 1×1 pixels that call the third-party’s verification system

Contact support with a list of the categories that need to be excluded using a specific third-party verification service

Select the integrated third-party from “Other Verification Services” in Brand Safety targeting

*** Which exchanges have their own creative audit process?

Every exchange has its own creative audit process

Google Ads Manager only

AppNexus, Google Ads Manager, BrightRoll

AdRoll, Pubmatic, Rubicon

*** To duplicate a line item, what steps must be taken?

Select the line item, click “Action,” and then “Download”

Select the line item, click “Action,” and then “Duplicate”

Select the line item, click “Action,” and then “Bulk Edit”

Use the default targeting to duplicate line items

*** Which two pacing scenarios represent spend-behavior that’s working as intended? (select two)

Ahead pacing line item spends 120% of its expected daily spend

ASAP pacing line item spends the entire budget within the first couple of hours

Even pacing line item spends 200% up front then evens out by the end of the month

Even pacing line item overspends in the first six hours, and then pauses insertion order spend

*** What percentage of the daily budget is applied when using “Ahead” pacing?

150% of the budget, based on budget segments and KPIs

120% of the daily budget, based on the flight dates

200% of the daily budget, based on inventory

It’s not a specific percentage, it’s soley based on performance

*** Where are video ads hosted for a TrueView campaign?

On Campaign Manager

Through a third-party video hosting tool

On Display & Video 360 using a 1×1 pixel and a Native ad tag

On the advertiser’s public YouTube channel

*** Which two insertion order and line item settings are required? (select two)

Pacing

Budget

Automated bid strategy

Auto Budget Allocation

*** Alex is in charge of DoubleClick billing for his agency. He’d like to separate charges on his Bid Manager invoice so he can clearly see the costs of media fees and platform fees. How can he accomplish this?

Assign an Itemization level as “Separate media and platform” fees

Fill out the “Billing invoice code” field

Add the information to the “Invoice detail level” field

Make adjustments based on the sixty-day rolling invoice cycle

*** Tara is your agency’s Campaign Manager specialist. You reach out to her to figure out why there are additional cost-per-thousand-impressions (CPM) fees on this month’s invoice. What did Tara do to incur this increase in fees?

She enabled day and time targeting

She increased media spend, which moved her to a higher rate tier

She set up click trackers

She launched a new rich media campaign

*** Along with rates, which billing configuration is set based on contract?

Currency

Email address

Invoice level

Purchase order (PO) number

*** Your agency has set up a purchase order (PO) number at the billing profile level in Bid Manager. In which section of the invoice can you see the PO number?

Directly below the Order Details

As a payment coupon

As an invoice split level

In the upper top corner of the invoice

*** While examining your invoice, you notice a charge that is incorrect. At what point should you contact your Account Manager?

On the last day of the sixty-day billing cycle

Prior to paying the invoice

After the third day of the month, but prior to the twenty-fifth

After paying the invoice

*** Sports Gear has an upcoming campaign that is targeted to Brazil. What should the trafficker do to see how many conversions occurred from users in Brazil?

View location data under the “Verification” tab

Create a Cross-Dimension Reach report to view the overlap metrics

Create a Standard or Floodlight report with location dimensions and Floodlight conversion metrics

Visit the “Floodlight Activities” page and check out the number of Floodlight impressions in the last 24 hours

*** How does Campaign Manager track conversion activities on an advertiser’s site?

1×1 impression trackers

Remarketing tags

Ad tags

Floodlight tags

*** Tom just finished creating both the ad and the placement, and has uploaded the creatives for his campaign. What does Tom need to do next?

Select advertiser

Download placement tags

Create ads

Assign campaign

*** Which system integrates with Campaign Manager?

DoubleClick Studio

Google Play

All of the above

Bid Manager

*** You just launched a campaign last week and want to check on performance stats. What metric should you look for in Insights?

Click rate by time of day

Unique users reached

Impression reach

Optimization

*** Why do advertisers choose to use ad servers?

Targeting and optimization

Centralized management

All of the above

Standardized reporting

*** Which report shows conversion-specific information about your campaign?

Reach Basic report

Reach True View report

Floodlight report

Standard Dynamic report

*** How are default ads created?

Automatically, as soon as the creative batch uploader matches the .gif or .jpg with the HTML5 creative at any level

Automatically, as soon as a trafficker adds a creative to the advertiser

Manually, as soon as a trafficker matches the .gif or .jpg with the HTML5 creative at the campaign level

Automatically, as soon as a trafficker adds an image creative at the campaign level

*** Shauna is considering using Campaign Manager for her company’s digital marketing efforts. She wants to gain insights to improve their advertising strategy. Which benefit best matches her need?

Campaign Manager allows you to reach millions of publisher sites

Campaign Manager’s reporting and optimization abilities allow you to track and improve campaign performance

Campaign Manager enables sophisticated targeting to reach specific customers

Campaign Manager lets you manage all of your campaigns in one place

*** Laura is planning a campaign for KidApparel to re-engage customers who added items to their shopping cart, but have not yet checked out. Which type of targeting would allow her to do this?

Audience list

Custom variable

Unique counter

Geography

*** Tom is setting up Campaign Manager for a new client, Surf-N-Board. Their business is divided into two businesses: West coast and East coast but conversions are on the same website. How should Tom configure their account?

Create all campaigns within a parent Surf-N-Board advertiser

Create two separate accounts for Surf-N-Board East and Surf-N-Board West

Create campaigns within two separate advertisers for Surf-N-Board East and Surf-N-Board West

Create a parent advertiser for Surf-N-Board with two child advertisers for Surf-N-Board West and Surf-N-Board East

*** What metric does a Reach report provide?

Number of unique users your campaigns reached over a period of time

Conversion rate

Clicks

Total impressions served by your campaign over time

*** How is a display ad served through an ad server?

An ad tag calls the ad server when a site wants to show one of the ads

An ad trafficker manually selects the best match for the ad on a website

An ad trafficker uploads search banners to the ad server

Targeting criteria gets assigned to the ad tag

*** How does a Unique Floodlight Counter tag count conversion activities?

A user is only counted once per 48 hours

A user is only counted once per lookback window

A user is only counted once per day

A user is only counted once per session

*** What does a placement specify?

The look and feel of the advertisement

The dimensions and run dates of the ad slot

The click-through URL

The creative type

*** Applying business data to a campaign also applies it to what other elements?

Only the campaign affected

Ad groups and keywords in the campaign

All campaigns within an account

Engine accounts for the same campaign

*** Sandra is the lead marketer at DinoWorld. She’s creating rows in her business data table for each DinoWorld’s theme park. What is the best strategy for her to define IDs?

A random series of letters and numbers

Define them all as “DinoWorld,” since all the parks have the same name

The name of the theme park, plus the city where it is located

Using a numbering system that only she understands

*** How can bulksheets help you efficiently create campaigns?

Bulksheets provide a streamlined user interface.

Bulksheets allow you to create multiple campaigns at once.

Bulksheets let you specify settings unavailable in the DoubleClick Search interface.

Bulksheets let you avoid compatibility issues when managing different engine accounts.

*** What is the first step you would take to edit an existing campaign using bulksheets?

Copy and paste the campaign’s settings into a blank spreadsheet document.

Download the bulksheet from the campaign’s engine account.

Download a blank bulksheet template and import the campaign’s settings.

Download the bulksheet from the engine account’s “Campaign” tab in DoubleClick Search.

*** Why would you want to set goals at the campaign level?

To automatically adjust campaign settings to optimize to a conversion-based goal

To accurately account for global location targets

To more clearly display real-time advertising spend

To automatically capture user search preferences

*** Applying a label to an ad group enables you to create remarketing lists based on what user action?

User performing a search for any keyword in the campaign

User performing a search for any keyword in the ad group

User clicking on an ad while searching for any keyword in the ad group

User clicking on an ad while searching for any keyword in the campaign

*** Which adjustment could be best addressed with an automated rule?

A new ad group needs to be created with the settings from an existing ad group.

The maximum bid on a keyword needs to be adjusted when clickthroughs fall below .3 percent.

The budget for several ad groups needs to be increased by $200.

The maximum bid on an ad group needs to be adjusted on Sunday, May 22.

*** Which DoubleClick Search feature allows you to quickly apply changes to multiple campaigns at once?

Bulk edits

Campaign copy

Automated rules

Scheduled edits

*** Roger is in charge of marketing for Bean Coffee. He wants to build remarketing lists in DoubleClick Search based on all users who click on an ad when they search for “craft coffee.” How does he use labels to accomplish this?

Apply the label “Interested in craft coffee” to each of his campaigns.

Apply the label “coffee01” to the keyword “craft”, and “Interested in coffee” to the keyword “coffee”.

Apply the label “Interested in craft coffee” to keywords like “craft coffee”.

Label every object in his account.

*** How can a travel advertiser capture flights that users search for using Floodlight tags, in order to deliver a tailored message in the future?

It’s not possible, as Floodlight tags can only capture product data

Use the global site tag, which automatically tracks this information

Use a third-party tool, as this data cannot be captured through Floodlight natively

Use custom variables, also known as u-variables

*** Which issue is prohibited by DoubleClick Studio, and will cause an HTML5 creative to fail QA?

The total (zipped) file size of the creative is 250 KB.

A creative animation that loops indefinitely.

The creative’s exit URL goes to the wrong page on your website.

The creative was not built in Google Web Designer.

*** KidApparel’s dynamic ads have hundreds of iterations that change based on the products their customers viewed on their site. What can the team developing their feed do to help them interpret the performance data for each ad?

Work with a third party to interpret their data

Build a spreadsheet to cross-reference their product IDs with their product names

Work with their product team to create better product names

Create meaningful reporting labels

*** What’s the quickest way to preview, save, and share a dynamic ad containing dozens of iterations with others, using DoubleClick Studio?

Take, save, and share screenshots

Save images in preview as a PDF

With a tearsheet

Save images in preview (no)

*** An analytics team wants to measure the amount of time between an ad expansion and a call-to-action click. Which tracker can they apply in Studio to get this data?

Looper

Timer

Counter

Floodlight tag

*** After publishing an ad in Google Web Designer, how can the graphics files be accessed in DoubleClick Studio?

The creative’s files are automatically shared in the asset library.

The files are initially accessible in DoubleClick Campaign Manager.

The files must be manually uploaded into the asset library.

The files are accessed through a third-party file manager.

*** Amanda is preparing a tearsheet of her dynamic ad to send for review. Several reviewers are outside of her agency and do not have access to the DoubleClick Studio account. What share setting should Amanda choose?

Public

Private

Review

Comment only

*** Which reporting dimension represents the dynamic feed’s reporting label in a Floodlight report?

Dynamic Element Value ID

Dynamic Element

Dynamic Element Value

Unique ID

*** What kind of data would be used to target ads to people who have recently searched for information about soccer matches?

Dynamic targeting keys

User profile data

First- or third-party data segments

DCM IDs

*** What is a digital brief?

A multi-device strategy, focusing on how mobile web and mobile app can be integrated into each dynamic creative

An article that indicates the number of dynamic creative iterations based on the negotiated terms and conditions

A document that covers a media plan, with the campaign goals and method to execute

A sample of sketches of creative designs and logos, covering multiple ad formats

*** A dynamic ad plays a video when it’s clicked. What tool on the creative preview can be used to verify this action occurs?

Creatives by status

Event log

Rejection notes

Preview settings

*** Which column(s) assigned to the dynamic profile allow dynamic content to change on specific dates?

Target ID

Placement

Start date and End date

Image URL

*** A retail advertiser wants to reach users who have visited their store locator page. What type of targeting will deliver the right creative to this audience?

AdWords API targeting

First-party audience retargeting

Geographic targeting

Third-party audience targeting

*** Eduardo is building a new HTML5 creative in Google Web Designer. How can he ensure that it will work with Studio?

He sets the new file’s environment to DoubleClick.

He includes the DoubleClick component in the creative.

He adds the Studio files to the file’s library in Google Web Designer.

He sets the ID in the Properties panel to “DCLK”.

*** In Google Web Designer, which UI panel is used to bind the elements in a creative shell with the data from the dynamic feed?

The Properties panel

The Dynamic panel

The Components panel

The Library panel

*** Which tool enables the development, QA, and publishing of rich media and dynamic creatives?

DoubleClick Campaign Manager

Google Web Designer

DoubleClick Studio

Google Tag Manager

*** What action ensures that the dynamic feed can be imported into Studio’s dynamic profile?

The Google Sheet (dynamic feed) is shared with the required Studio email addresses.

The dynamic profile’s rules have been set to show the right content from the feed’s header rows.

The correct data types have been set in Studio.

The data in the Content Source Preview is assigned to DoubleClick.

*** What three types of audiences are available to DoubleClick advertisers to help them reach their audiences with the right message at the right moment?

First-party, third-party, and Google Audience data

First-party, internal, and Google Audience data

First-party, second-party, and third-party data

First-party, second-party, and internal data

*** What’s one way DoubleClick Dynamic Creative saves advertisers’ time?

It helps advertisers skip QA and go straight from creative build to trafficking

It provides a simple interface that lets non-developers make professional-looking creatives

It enables advertisers to build, QA, and traffic unique creatives extremely rapidly

It frees advertisers from having to build, QA, and traffic unique creatives for each audience they want to reach

*** Which DoubleClick products can serve creatives?

Google Analytics 360 Suite and Google Web Designer

DoubleClick Bid Manager and DoubleClick Campaign Manager

DoubleClick Studio and Google Web Designer

They all can

*** Where can advertisers define all the different versions of a DoubleClick dynamic creative?

Dynamic creatives can only have one version

On DoubleClick Bid Manager’s Iteration screen

In a DoubleClick Studio data feed spreadsheet

In DoubleClick Campaign Manager’s Versioning screen

*** What are data insights for DoubleClick advertisers?

Data signals from impressions that tell advertisers about who’s looking

Logs from impressions that help advertisers predict visitor profiles

Educated strategies for crafting effective creatives

Conclusions advertisers consolidate from data that help them know what message to deliver to which customers and when

*** Where does the advertiser’s dynamic creative data feed live?

In the DoubleClick Campaign Manager profile

In the DoubleClick Bid Manager profile

In the DoubleClick Studio profile

In the Google Web Designer profile

*** What’s the basic goal of an advertiser’s dynamic creative strategy?

To reconnect with customers who visited the advertiser’s site previously

To reach consumers right when they’re looking and help them along their purchase journey

To reconnect with customers after they’ve had time to process an initial ad contact

To reach as many different kinds of people as possible with the same quality message

*** How do DoubleClick impressions capture information about the viewers advertisers wants to reach?

DoubleClick’s advanced algorithm predicts where and when the right customers will be looking

Impressions provide data signals about their viewers and the moment they’re looking

The impressions determine this and update DoubleClick with the result

Advertisers provide the impression ID numbers

*** Which is the correct order for launching a dynamic campaign?

Build creative, gather insights, test and launch, learn and optimize

Define digital brief, build creative, gather insights, test and launch, learn and optimize

Learn and optimize, define digital brief, build creative, test and launch, gather insights

Gather insights, define digital brief, build creative, test and launch, learn and optimize

*** How can advertisers bypass the step of adding the code from the Generate Code screen into their HTML5 creative?

Build in JS code that calls the DoubleClick server

Build their dynamic creative with Google Web Designer

Use a data feed with an advanced creative

Elect to link HTML5 creatives to the data feed

*** Which feature is unique to Roll-Up Reporting Properties

BigQuery Export

Source Properties report

Users Flow report

Audience Insights report

*** Which features need to be configured within the views of your new Roll-Up Property? (select three)

Filters

Events

Exclude URL Query Parameters

Goals

*** Which of the following statements about Custom Funnels are true? (select three)

Custom Funnels populate with historical data.

Custom Funnels can consist of any number of stages.

Custom Funnel stages can be based on pages or events.

A single stage can consist of multiple rules.

*** In the custom funnel below, what was the percentage of users who left the funnel between stage 1 and stage 2?

94.88%

5.12%

26.78%

69.47%

*** When does sampling occur in Analytics 360 reports?

When a report contains a high cardinality dimension

When a standard report contains more than six months of data

When an ad-hoc query exceeds the sampling threshold for sessions

When a standard report exceeds the sampling threshold for sessions

*** What would indicate that your report has exceeded its row limit?

The report shows a message that it is not based on 100% of sessions

You see “(other)”? as a row for the primary dimension in your report

You see “Unsampled Reports”? as an available Export option

You are unable to show more than 5,000 rows in the user interface

*** What is a key benefit of Custom Tables when compared to Unsampled Reports?

Custom Tables support ad-hoc analysis with reports in the Google Analytics user interface

Custom Tables enable you to pull more unsampled historical data

Custom Tables have higher row limits than Unsampled Reports

Custom Tables can be scheduled to run daily

*** What is BigQuery?

Data Visualization Tool

Data Warehouse

Dynamic Optimization Tool

Data Transfer Service

*** Which of the following are benefits of using BigQuery to analyze your Analytics 360 data? (select three)

You can access hit-level data

You can query unsampled user page paths

You can create fast, easy-to-share dashboards and charts

You can combine your Analytics 360 data with data from other sources

*** What reporting objectives can be accomplished in BigQuery but not within the Google Analytics interface? (select two)

Analyzing and visualizing Source/Medium values for all website users.

Reporting on e-commerce transaction rates for each brand of your business.

Reporting on the amount of time between events occurring across multiple sessions.

Reporting on the unsampled pageview paths that users followed.

*** What needs to be created before completing the BigQuery integration with Analytics 360?

Data Table

Google Drive

BigQuery API

Google Cloud Platform Project

*** Using the BigQuery Export schema, which of the following fields are available in BigQuery?

Custom dimensions, landing page, hit number, client ID

Clicks, impressions, hit number, client ID

Custom channel groups, landing page, time on page

Custom dimensions, hit number, client ID

*** Why would dbm / cpm sessions reported in the All Traffic > Source/Medium report differ from the number of sessions reported in the Acquisition > Google Marketing Platform > Display & Video 360 reports? (select two)

The All Traffic > Source/Medium report does not include view-through sessions

The All Traffic > Source/Medium report uses the Google Analytics attribution model (GA Model) while the Acquisition > Google Marketing Platform > Display & Video 360 reports use the Campaign Manager attribution model (CM Model)

The All Traffic reports use the date range set in Google Analytics while the Acquisition > Google Marketing Platform > Display & Video 360 reports report sessions during the lookback window

The All Traffic > Source/Medium report may be sampled while the Acquisition > Google Marketing Platform > Display & Video 360 reports are always unsampled

*** The All Traffic > Source/Medium report may be sampled while the Acquisition > Google Marketing Platform > Display & Video 360 reports are always unsampled

Click-through interaction

Display ad impression

Data-driven interaction

Offline ad interaction

*** Once integrated with Campaign Manager, Display & Video 360 or Search Ads 360, which types of conversions can be reported in the Conversions > Multi-Channel Funnels reports? (select three)

Ecommerce transactions and Goals from Google Analytics

Floodlight counters

Floodlight sales

Google Ads Conversions

*** If your property is integrated with both Display & Video 360 and Campaign Manager and auto-tagging is enabled, what will be the source/medium for sessions from Display & Video 360?

dcm-dbm / cpm

dfa-dbm / cpm

dbm / cpm

dfa / cpm

*** A user sees one of your Campaign Manager ads. The next day, the user navigates to your site through an email campaign. How would their session be reported in the Campaign Manager > Campaigns report?

Click-Through Session

View-Through Session

A Click-Through Session and a View-Through Session

The session wouldn’t be reported in Campaign Manager > Campaigns report

*** Which of the following are reasons you would expect discrepancies between Campaign Manager Clicks and Campaign Manager Click-Through Sessions in Google Analytics? (select three)

Clicks and Impressions are directly imported from Campaign Manager and Sessions are reported when the user visits the site from a Campaign Manager Campaign.

It’s possible that the Campaign Manager Advertiser is driving traffic to multiple web properties.

You’ve enabled ‘Allow manual tagging (UTM values) to override auto-tagging(DCLID values) for Campaign Manager and Display & Video 360 reporting integration.’

Clicks and sessions are recorded differently by different systems.

*** Which report would you use to understand how Display interactions across the full purchase path contribute to conversions?

Assisted Conversions

Time Lag

Path Length

Behavior Flow

*** Once integrated with Campaign Manager, where can you use Campaign Manager dimensions within Google Analytics? (select three)

Custom Segments

Secondary Dimensions

Custom Reports

Custom Dimensions

*** In the Acquisition > Google Marketing Platform > Campaign Manager > Campaigns report, which metric group would you select to see Google Analytics sessions side-by-side with Campaign Manager impressions and clicks?

Site Usage

Clicks

Floodlight

Ecommerce

*** Which of the following are benefits of using auto-tagging with your Campaign Manager integration? (select three)

Provides additional advertising dimensions

Removes risk of manual tagging errors

Removes the need to maintain manual tags

Increases data freshness

*** Assuming we are using standard Default Channel Grouping definitions and DCLID auto-tagging, which channel will include sessions from Display & Video 360?

Paid Search

Referral

Display

Direct

*** Which of the following can you use within a single Custom Report? (select two)

The dimensions Landing Page and DV360 Advertiser (GA Model)

The dimensions Landing Page and DV360 Advertiser (CM Model)

The dimension Source/Medium and the metric DV360 Impressions

The dimension DV360 Creative Name (CM Model) and the metric Avg. Session Duration

*** How can you create Audiences in Google Analytics based on Display & Video 360 dimensions? (select two)

Create an Audience from an existing segment

Go to Admin > Property > Audience Definitions

Create an Audience from a table filter on a Display & Video 360 report

Import an Audience from Display & Video 360 into Google Analytics

*** Which of the following can be done with the Display & Video 360 integration? (select three)

Create a remarketing list including users with ‘viewable’ impressions from a specific Display & Video 360 Site.

Create a remarketing list including users who came from a specific Display & Video 360 Site and added items to their shopping cart.

Create a ‘similar audience’ remarketing list targeting users with click-throughsessions from a specific Display & Video 360 Insertion Order.

Create an audience based on a stage of your custom funnel and share the audience with Display & Video 360 for remarketing.

*** Which of the following are benefits of the Search Ads 360 reporting integration? (select three)

Search Ads 360 dimensions available in segments

Search Ads 360 data available in “Multi-Channel Funnels” and “Attribution” reports

Additional reports for organic search engine traffic

A new set of Search Ads 360 reports under Acquisition > Google Marketing Platform

*** Auto-tagging will ensure that traffic from your Search Ads 360 ads is consistently included in which Default Channel Grouping?

Social

Display

Paid Search

Organic Search

*** Which of the following are used to calculate ROAS? (select two)

Profit margins

Ad spend

Bid limits

Revenue

*** If you want to identify generic keywords that are driving high site engagement, which Search Ads 360 report and metric would you view? (select two)

Bounce rate in Search Ads 360 Treemaps reports

Revenue in Search Ads 360 Campaigns reports

% New Sessions in Search Ads 360 Keywords Reports

Bounce rate in Search Ads 360 Keywords Reports

*** Which set of reports would you use to view granular Google Ads dimensions such as Sitelinks, Bid Adjustments and Search Queries?

Acquisition > Google Ads reports

Acquisition > All Traffic reports

Acquisition > Google Marketing Platform > Search Ads 360 reports

This level of granularity is only available in the Google Ads user interface.

*** Which functionality applies to HTML5 ads?

They use interactive content stored in containers and rendered in browsers

They can’t be viewed on mobile devices

They’re easy to update and don’t require plug–ins

They’re easy to update but require plug–ins

*** How does an extension work on a Display ad?

It extends the length of the ad placement

It adds a testimonial

It adds extra information, like a location or phone number

It extends the ad below the fold

*** Which practice would be acceptable under Google’s editorial and technical requirements?

Promoting documented copyrighted content

Including a generic phrase like “Buy products, click here”

Linking to a site that’s under construction

Showing a URL that doesn’t accurately indicate the landing page, such as “google.com” taking people to gmail.com

*** A direct response advertiser would like to promote a new line of non–stick cookware that is being sold on an e–commerce site via a display ad. She should choose a landing page for the ad that features:

the entire new line of non–stick cookware

a specific pan within the new line

all non–stick cookware sold on the site

all cookware sold on the site

*** In addition to partner websites, where can you display your ads on the Google Display Network? (Choose 2)

Any mobile site or mobile app

YouTube.com

google.com

Mobile sites that are part of the Google Display Network

*** What does remarketing allow you to do? (Choose 2)

See how many people bought your product after seeing the ad

Tailor your ads to users based on their previous actions on your website or app

Send client emails

Reconnect with people who have previously visited your website or mobile app by showing them relevant ads as they browse the web

*** Which practice would violate Google’s editorial and professional requirements?

Including a border on the ad

Directing people to a page other than the advertiser’s homepage

Showing a ValueTrack tag in the text

Including a question mark in the headline

*** What are the key benefits of using the Google Display Network? (Choose 2)

Massive reach, you can advertise on any website

Influence consideration

Sophisticated reporting to measure performance

Placing your ads on google.com

*** Viewable cost–per–thousand impressions (vCPM):

lets you pay only for impressions that become viewable

applies to all ads that appear in Google Search and on the Display Network

counts an ad as “viewable” when 75% of it is visible on the screen for 5 seconds or more

lets you bid based on Google Ads’ projected views of your ad

*** An advertiser who wants to target specific categories of video content on the Display Network should:

add the keyword “video” to the campaign

use video ads

target the Search Network

add a call–to–action (CTA) overlay to the ads

*** What is your advertising objective if you want to ensure your content catches the eye of the people who want what you offer?

Drive action

Build awareness

Drive loyalty

Influence consideration

*** 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:

target cost–per–acquisition (CPA) bidding

cost–per–click (CPC) bidding

cost–per–day (CPD) bidding

viewable cost–per–thousand impressions (vCPM) bidding

*** You’re running a campaign for a shoe company and notice that the sales trends show many customers are adding shoes to their shopping cart, but not buying them. How can you bring those customers back to actually buy the shoes?

Create a remarketing list segment for shopping cart abandoners

Launch a new search campaign

Launch a new marketing video

Send an email blast to all of your newsletter subscribers

*** Where can you place a client’s image and video ads?

On the Search and Display Networks

On the Search Network only

On the Search Network and YouTube

On the Display Network only

*** Jackie is an advertiser who wants to reach people by using both remarketing and Shopping ads. What’s the best targeting strategy for her?

Create separate remarketing and Shopping campaigns

Create one ad group targeted to both remarketing and Shopping

Create two ad groups: one targeted to remarketing and the other to Shopping

Create a combined remarketing and Shopping campaign

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

clicks for all viewers

clicks for a unique viewer

impressions for all viewers

impressions for a unique viewer

*** You’re setting up a dynamic remarketing campaign for your client who sells educational products. Which best practice should you follow?

Include “textbooks” and “study guides” as keywords

Implement the remarketing tag after the body tag

Use a custom feed

Use the “Education” business type

*** You’d like to create remarketing lists based on your customer’s journey through your website so that you can target them with different bids or ads. Which category describes the users that visited your homepage, but didn’t move any further into your site?

Past converters

Product page visitors

Homepage visitors

Category page visitors

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

Rich media ads

Text ads

Video ads

Display ads

*** You have a friend who has a small business, and she wants to manage her own Google Ads campaign. She has no experience with Google Ads and would like to experiment with different options. Which campaign type would you recommend to start?

Display Network with Search opt-in

Search Network

Search Network with Display opt-in

Display Network

*** The dynamic remarketing tag collects data such as:

types of pages viewed

affinity group characteristics

number of code snippets

business ID numbers of visitors

*** Which ad format is recommended for building awareness?

Image ads

Dynamic image ads

Display ads with location extensions

Universal app campaigns

*** Dynamic remarketing lets an advertiser:

show an ad to someone on his mobile device 24 hours after visiting the website on a desktop PC

re–run an ad to increase the volume of people who will see it

engage visitors to the website by opening a chat session

show prior visitors to his site ads that are based on products or services they saw on the site

*** James is marketing an online training course and wants to improve his campaign performance. He analyzes the conversion-tracking data and realizes most course registrations are coming from Atlanta, GA. What should he do?

Limit the number of times an individual in that region sees the ad

Buy more ad inventory in that region

Lower the bid for inventory targeting that region

Run remarketing campaigns only in that region

*** When using cost–per–acquisition (CPA) bidding, an advertiser bids using a maximum CPA and pays by:

Conversion

Impression

Viewthrough

Click

*** Your client Anna wants to increase the reach and visibility of her ads. Which bidding strategy would you recommend?

Cost–per–view (CPV)

Cost–per–acquisition (CPA/CO)

Cost–per–click (CPC)

Viewable cost–per–thousand impressions (vCPM)

*** Your client Alexa, who sells wedding accessories, is running a text ad on the Display Network. What might Google automatically include in her ads?

A photo of a bride

A quotation about falling in love

promotion from a related business, like a bakery

A map showing her business location

*** If an advertiser chooses to run ads in image formats, Google will:

display these ads on the Display Network

charge an additional fee to serve these ads

require that cost–per–thousand impressions (CPM) bidding be used

display these ads on the Search Network

*** An advertiser notices that a Display campaign is receiving a large number of conversions at certain times and days of the week. Which feature would help this advertiser maximize the number of conversions received at the campaign’s current budget?

Ad rotation

Frequency capping

Ad scheduling

Bid Optimizer

*** Your client wants to place image and video ads on a wide variety of websites so people will see them while browsing those sites. Which type of Google Ads campaign would be best for that?

Search Network

Search Network with Display opt-in

Display Network

Search Network with YouTube opt-in

*** Which bidding type is only available for ads on the Display Network?

Maximize clicks

Target cost–per–acquisition (CPA)

Viewable cost–per–thousand impressions (vCPM)

Cost–per– view (CPV)

*** Your budget is $500 a month, your goal is to drive visits to your site, and your average sale price is around $10. Which bidding strategy is best for you?

Focus on impressions

Focus on engagement

Focus on clicks

Focus on conversions

*** What is the reach of the Google Display Network?

Over 40 percent of global internet users

Over 50 percent of global internet users

Over 90 percent of global internet users

Over 60 percent of global internet users

*** What is your advertising objective if you’ve just launched a product and would like to show your ads to a varied group of consumers?

Drive action

Drive loyalty

Build awareness

Influence consideration

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

Conversion tracking

IP exclusion setting

Keyword diagnosis

Display Planner

*** Which bidding strategy should use you if you want to increase revenue from your ad spend?

Maximize clicks

Enhanced cost-per-click (ECPC)

Target return on ads spend (ROAS)

Target cost-per-action (CPA)

*** How many websites are part of the Google Display Network?

500K+ websites

100K+ websites

2M+ websites

1M+ websites

*** Which report should advertisers run to see which Display Network properties displayed their ads and view associated statistics?

Ad performance

Reach and frequency

Impression share

Placement performance

*** You’ve just opened your new bakery shop in Paris, and would like to have more customers in your shop. Which bid strategy do you need to select when setting up your campaign to get the required results?

Cost-per-enagement (CPE)

Enhanced cost-per-click (ECPC)

Cost-per-view (CPV)

Viewable cost-per-thousand impressions (vCPM)

*** Which remarketing list segment will typically have the highest volume of viewers?

Past converters

Homepage visitors

Product page visitors

Category page visitors

*** Which is a benefit of using display advertising with Google to build brand awareness?

Higher clickthrough rates (CTR) than on Google Search

Consistent performance from day–to–day

Accurate forecasts of clicks and impressions

Expansive network of diverse sites

*** In order to use remarketing with Google Analytics, you need to:

*** You’d like to show your ads to customers who live in a specific region or country and speak German. Which targeting method can you use?

Keyword targeting

Device targeting

Audience targeting

Location and language targeting

*** You are interested in understanding how campaigns are driving traffic to your site. What metric would you look at to see how often people who see your ad end up clicking it?

*** Hayley’s client wants to drive sales of her new cookbook that’s about gluten–free desserts. If Hayley sets up a Display Network campaign that targets potential customers using keywords and topics and the “”Target and bid”” setting, her client’s ads can show when:

the keywords and bid match

only the topics match

the keywords and topics match

only the keywords match

*** If John is setting up a new video campaign, which manual bidding strategy should he use?

Cost-per-click

Cost-per-thousand-viewable impressions

Cost-per-engagement

Cost-per-view

*** An advertiser using viewable cost–per–thousand impressions (vCPM) bidding wants to maximize exposure on a specific set of sites selected for a new campaign. Which is a best practice when setting up the campaign?

Create a campaign for each website

Set bids on individual placements

Set bids at the ad group or campaign level

Choose websites that represent a variety of themes

*** “Engagement” with a Lightbox ad on a mobile phone or tablet is achieved when someone

expands or interacts with the ad

watches the ad twice in a row

hovers their finger over the ad for at least 2 seconds

watches the ad for at least 2 seconds

*** Which automatically expands your reach based on your campaign’s conversion history to help get as many conversions as possible?

Google Analytics

Conservative targeting

Ad Preview and Diagnosis tool

Aggressive targeting

*** If your client runs a car dealership and wants to increase brand awareness among auto enthusiasts, which bidding type would you suggest?

Cost–per–day (CPD)

Viewable cost–per–thousand impressions (vCPM)

Target cost–per–acquisition (CPA)

Cost–per–view (CPV)

*** Your client who sells sports shoes might choose to target a custom affinity audience if he wants to:

reach shoppers who are ready to buy right away

sell high–end running shoes to competitive marathon runners

reach men, women, and children of all ages who need any kind of athletic shoes

increase brand awareness

*** An advertiser selling airline tickets has designed an image ad with drop–down menus for airport departure and arrival locations. Rather than programming the menu to show airports, the advertiser wants a click on the ad to go to his website. This ad will:

be resized on the Display Network because it lacks animation elements

perform well on the Display Network because it contains relevant information

perform poorly on the Display Network because it will frustrate people

be disapproved because it mimics a function the ad can’t perform

*** Which feature applies to the Display Network but not the Search Network?

Location targeting

Language targeting

Frequency capping

Cost–per–click (CPC) bidding

*** If a display ad has been disapproved, how do you submit a request for another review?

Email ads–support@google.com to find out why it wasn’t approved

Open and then resubmit the ad

Click “Re–review display ad”

Edit your ad so it complies with Google policy and re–save it

*** Which report is helpful when using site and category exclusions?

Placement report

Campaign report

Keyword report

Ad group report

*** In your next campaign you’d like to show images of your products in your ads. What campaign type do you choose?

Search Network with Display opt-in

Video Network

Display Network

Search Network

*** For an ad entering an auction on the Display Network, the Google Ads system will calculate the effective cost–per–thousand impressions (eCPM) when there are:

any cost–per–click (CPC) or cost–per–acquisition (CPA) ads entering the auction

only cost–per–click (CPC) ads entering the auction

only viewable cost–per–thousand impressions (vCPM) ads entering the auction

both cost–per–click (CPC) and cost–per–acquisition (CPA) ads entering the auction

*** When optimizing for the Display Network, a clear call–to–action (CTA) in the ad text is important in order to:

set expectations for customers who are in various stages of the buying cycle

increase overall impressions for the ad

improve the Quality Score of the ad on all Google properties

identify the traffic to your website that was generated by ads

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

Conversions

Impressions

Clicks

Clickthrough rate (CTR)

*** To raise awareness of what you’re advertising without limiting who might see your ads, you should:

add multiple targeting methods and use the “Target and bid” setting

add multiple targeting methods and use the “Bid only” setting

set a mobile bid adjustment to reach more customers on mobile devices

set a topic bid adjustment to show your ads on multiple pages about a specific topic

*** 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?

Exclude “Programming” as a topic

Add “Coffee beans” as a topic

Make it obvious in the ad copy that “Java” refers to coffee, not JavaScript

Add “Java beans” as a negative keyword

*** Why is it recommended to separate Display Network campaigns from Search Network campaigns?

Higher bids are required to be successful on the Display Network

Lower clickthrough rates (CTRs) on the Display Network can negatively affect Quality Score

Separate campaigns allow for more accurate location targeting

Different campaign settings may be more effective on different networks

*** If you’d like users to fill in a survey on your website, which marketing objective do you need to select when setting up your Display campaign?

Influence consideration

Build awareness

You don’t need to select marketing objective in this case

Drive action

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

have a certain number of conversions in the previous 30 days

be using viewable cost–per–thousand impressions (vCPM) bidding, with a certain number of viewable impressions in the previous 30 days

be opted in to the Search Network

be opted in to the Search Network and YouTube

*** You’d like to show your ads to users searching for custom t-shirts. Which targeting method can you use?

Keyword targeting

Audience targeting

Location and language targeting

Device targeting

*** Your client has a Mexican restaurant and wants to increase brand awareness in the local community. What type of ad would you create to help reach your client’s goal?

A text ad with a call extension on the Search Network

A text ad with keywords describing the most popular menu items, like “fish tacos,” on the Search Network

An image ad featuring a drawing of the restaurant on the Display Network

An interactive Lightbox display ad on the Display Network that’s focused on the restaurant’s most popular menu items

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

campaigns that target search partner sites

accounts using U.S. dollars for billing currency

campaigns that target the Display Network

accounts that are using prepay billing

*** You are leading a brand awareness campaign for a car company, and you’d like to create buzz for your new model. Which metrics do you need to look at in your reports?

Conversion delay and cost-per-acquisition

Impressions and conversions

Impressions, reach, frequency

Clickthrough rate and cost-per-click

*** You might choose to use preferred layouts for dynamic display ads if your client:

wants to choose the layouts and features

wants to choose the features but not the layouts

doesn’t care if Google Ads chooses the layouts and features

wants to choose the layouts but not the features

*** What can you do by creating a separate campaign that’s targeted only to the Display Network?

Set specific maximum cost–per–click (CPC) bids for automatic placements

Exclude irrelevant placements and categories

Set a separate placement bid at the ad group level

Allocate budget and control spend more effectively across campaigns

*** There’s no one recommended bid amount that works best for everyone. Which factors do you need to consider when choosing a bid amount? (Select 3)

Your profits

Cost of your keywords

Your campaign type

Competitors’ products

*** Which bidding option is best suited for an advertiser focused on direct response marketing goals?

Cost–per–interaction (CPI)

Cost–per–click

Viewable cost–per–thousand impressions (vCPM)

Effective cost–per–thousand impressions (eCPM)

*** Your client wants to reach new parents with ads for organic baby food. What kind of targeting would you recommend?

Managed placements

In–market audiences using the “Infant & Toddler Feeding/Toddler Meals” category

Similar audiences

Dynamic remarketing

*** An advertiser promoting the release of a film that’s entirely in French with no subtitles wants to advertise on YouTube. He’s advertising it heavily in France through a traditional ad campaign, but wants to ensure that online ads reach the most relevant YouTube audience. Which should he do?

Change the Google Ads account language setting to French during setup

Change the managed placements to French

Target specific YouTube localized domains

Set language targeting options for the campaign containing the ads for the film

*** Your client Kevin works for a retailer that sells eco–friendly products. He wants to attract an audience with an established interest in his message. What type of targeting would you recommend?

Gender targeting

Demographic targeting

Contextual product targeting

The “Green Living Enthusiasts” affinity audience

*** Which ad format is recommended for getting more users for your app, as well as finding users who are likely to complete in-app actions?

Lightbox ads

Display ads with location extensions

Universal app campaigns

TrueView ads

*** For an advertiser focused on branding, what are the key success metrics?

Reach and frequency

Cost–per–conversion

Conversion rate

Clicks and impressions

*** Someone browsing the Internet sees a Google Ads 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:

measure the number of conversions associated with ad impressions

measure the number of potential clicks associated with ad impressions

track the number of people who saw the ad but didn’t convert

track the IP addresses of people who saw the ad

*** View–through conversions are available only to:

advertisers that have implemented conversion tracking

advertisers that have implemented target CPA bidding

advertisers that are running video ads

advertisers that have opted in to the Search Network

*** Which targeting method allows an advertiser to reach people who have previously visited their website by showing them relevant ads when they visit other placements on the Display Network?

Remarketing

Topic

Affinity audiences

Placement

*** Why is it beneficial to include a text ad in the same ad group as an image ad when advertising on the Display Network?

It ensures maximum coverage because some publishers don’t accept all ad formats

Image ads don’t perform as well on the Display Network

It ensures one of the ad formats will win the auction and show on a publisher site

Text ads don’t perform as well on the Display Network

*** Which manual bidding strategy can you use to increase your reach?

Cost-per-thousand-viewable impressions

Cost–per–day (CPD)

Cost-per-engagement

Cost-per-click

*** Which bidding option is best suited for an advertiser focused on branding goals?

Viewable cost–per–thousand impressions (vCPM)

Cost per acquisition (CPA)

Effective cost–per–thousand impressions (eCPM)

Cost–per–click (CPC)

*** Which is a benefit of using a Lightbox ad?

There’s no cost for engagement with the ad

You can use any Display Network targeting method

You can be charged only for click–throughs

You can run it on both the Search and Display Networks

*** True or False: An advertiser can target mobile apps via Google Ads.

*** Your client has a cupcake shop in a hard–to–find alley in San Francisco. She’s advertising on the Display Network. What’s the best way to help people find her?

Add a map showing her location to her ads

Advertise on the Search Network as well as the Display Network

Add a location extension to her ad

Prominently feature her street address in bold text

*** Ads are likely to be most contextually relevant to the sites on which they appear when using:

Affinity audiences

Topic targeting

In–market audiences

Remarketing

*** Your client Christina wants to drive traffic to her site. She has return–on–investment goals and is already using Google Ads conversion tracking. Which bidding strategy would you recommend?

Cost–per–day (CPD)

Cost–per–view (CPV)

Viewable cost–per–thousand impressions (vCPM)

Target return on ad spend (ROAS)

*** How long should advertisers wait after creating a new Display campaign before analyzing its performance?

2–3 days

1-2 weeks

1 year

1 month

*** You’re seeking an ad format to support influencing consideration for your brand. You’d also like the ad to automatically adjusts its size, appearance, and format to fit available ad spaces and better fit content users came to see. Which ad format suits these needs?

Standard image ads

Responsive ads

TrueView ads

Lightbox ads

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

Create a separate ad group for each placement

Move automatic and managed placements into separate ad groups

Target a broad collection of placements with a single ad group

For each ad group, target groups of placements with similar themes

*** A running shoe company wants to reach “avid marathon runners” instead of just “sports fans”. Which targeting method should this advertiser use?

Affinity audiences

Custom affinity audiences

Managed Placements

Demographic targeting

*** Which ad format is recommended for driving action?

Responsive ads

Lightbox ads

TrueView ads

Image ads

*** An advertiser would benefit from using affinity audience targeting if they want to reach people:

regardless of their particular interests

with a very specific interest, for example, avid marathon runners

who’ve already visited their website

with a particular broad interest, for example, sports fans

*** If one of your display ad groups isn’t serving due to incorrect target and bid settings, what should you do?

Set the targeting for the ad group to “Target all”

Set the targeting for the campaign to “Target all” and resubmit the ad

Set the targeting for the ad group to “Broad Reach”

Set all targeting for the ad group to “Observations” and at least one targeting method to “Targeting”

*** Targeting by topic is a good strategy if your client wants to:

drive sales on his website

actively manage his budget because he has strict cost–per–acquisition goals

control where his ads appear on the Display Network

reach a specific audience

*** When should you use automated bidding?

If you have had 50-100 conversions over 30 days in a single campaign

If you have had 10-50 conversions over 15 days in a single campaign

If you have had 50-100 conversions over 15 days in a single campaign

If you have had 5-10 conversions over 30 days in a single campaign

*** When planning a campaign, the first thing an advertiser thinks about should be:

the advertiser’s daily budget

the advertiser’s goals

the tools available to optimize the campaign

the tools available to build a display ad

*** John launched a new line of men’s shoes on his fashion website, and he wants to build awareness about the launch. Which targeting option should he use?

Similar audiences

Gmail ads

In-market audiences

Demographic targeting

*** Your client Ali has a car dealership. She wants to reach people who are actively researching electric cars and ready to buy one. Which type of targeting would you recommend?

In–market audiences

Demographic targeting

Dynamic remarketing

A broad affinity audience

*** Managed placements allow advertisers to:

bid differently for specific placements on the Display Network

exclude a specific ad unit on a network page where there are multiple ad units

give Google the ability to select placements for them and set industry–appropriate bids

target relevant placements across the entire Display Network based on their keyword lists

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

the ad can appear multiple times on a page to reinforce the advertiser’s message

she can infinitely loop animated image ads

she can fill in the gaps of niche and mass–marketed sites using Google Ads targeting options

the ad will show on all ad networks and will reinforce the advertiser’s message

*** Your client wants to reach customers who are browsing content relevant to the company’s keywords and highly likely to buy their products. You recommend using the Search Network with Display opt-in because the Display option:

uses dynamic placement to target web pages and applies predictive conversion models to target ads

uses keywords to target web pages with relevant content and uses predictive models to determine which pages are most likely to result in conversions

optimizes keywords and applies affinity targeting conversion models to target ads

optimizes affinity targeting to place ads on all relevant web pages

*** Remarketing is targeting ads to people who’ve already visited:

competitors’ websites multiple times

your website after they’ve searched on Google

multiple websites on the Display Network

your website as they browse websites and use apps on the Display Network

*** If you’re using remarketing to reach people who’ve used your mobile app, they see your ads:

when they enter search terms for products like yours on a mobile device

while browsing and using Google Maps

each time they re–use your mobile app

while using other mobile apps on the same mobile or tablet device

*** Frequency capping limits the number of times:

your ads appear to the same person on the Display Network

your ads appear during the designated days and hours that you set

your ads appear to people with the same IP address

your ads appear to the same person on the Search Network

*** If a display ad appears “above the fold,” this means that it:

takes up more than 20% of the webpage

will appear at the top of each page of the website

will appear anywhere on the front page of the website

can be viewed in the upper portion of the page without scrolling

*** In–market audience targeting consists of people:

who are interacting with contextually relevant content

who are in your overall target demographic group

whom you’ve reached through remarketing

who are currently researching options and actively considering buying a product or service like yours

*** When reviewing her display campaign, Gina sees that her clickthrough rate is higher on weekdays from 10 a.m. to 1 p.m. Which feature could help her be more efficient with her advertising during this time?

IP Exclusion

Frequency capping

Bid adjustments

Ad rotation

*** You are interested in understanding how clicks lead to a sale on your site. What do you call a click that leads to a sale on your site?

Impression

Cost-per-click

Clickthrough rate

Conversion

*** On the Display Network, enhanced cost–per–click (ECPC) automatically:

sets bids to help you get as many conversions as possible

adjusts your manual bid up or down based on each click’s likelihood to result in a conversion

sets bids to help you get the most clicks within your target spend amount

sets bids to maximize your conversion value while trying to reach an average return on ad spend

*** Which targeting option allows you to re-engage with people who visited your site by serving them ads containing the products they viewed on their visit?

Dynamic remarketing

In-market audiences

Topic targeting

Similar audiences

*** What targeting options are available on the Display Network? (Choose 2)

Demographic targeting

Remarketing lists for search ads (RLSA)

Connections targeting

Affinity audiences

*** James has a campaign for an online training course and wants to understand how his campaigns are driving course sales and lesson sign-ups. What information can he learn from conversion tracking? (Choose 2)

How many people sign up for lessons after seeing the ad

How many liked the ad

How many people saw the ad

Which age group and gender is more likely to sign up for a course after seeing the ad

*** When people search for your client’s watch repair business, they use very specific terms like “vintage watch repairs”. To show your ads for these searches, you’ll want to use:

Broad match keywords

Exact match keywords

Negative match keywords

Phrase match keywords

*** Which bid strategy should Sara use if her goal is to get more people to call her local catering business?

Cost-per-view (CPV)

Cost-per-thousand-impressions (CPM)

Cost-per-acquisition (CPA)

Cost-per-click (CPC)

*** Julian wants to reach potential customers based on the type of device they’re using, but he doesn’t know how his campaign performs on different devices. How can Julian find meaningful data that will help him decide which devices to target?

Segment his campaign statistics by device

Set up an experiment to test which device he should target

Create multiple ad groups that target different devices, and monitor the results

Create multiple campaigns that target different devices, and monitor the results

*** An advertiser wants to create ads that target potential customers in California. Which targeting method should this advertiser use to target these customers?

Device targeting

Keyword targeting

Audience targeting

Location targeting

*** Which statistic indicates how often a click has led to a conversion?

Conversion rate

Cost-per-thousand impressions (CPM)

Clickthrough rate (CTR)

Cost–per–conversion

*** Blake is focused on branding and is more interested in his ads being viewed than in generating clicks. Which of these features would not be a good fit for him?

Cost–per–thousand–impressions (CPM) bidding

Placement targeting

Reach and frequency data

Call extensions

*** An advertiser looking to drive conversions is using manual cost–per–click (CPC) bidding. Which factor should be most important for this advertiser when deciding keyword bids?

The profit derived from a paid click

The bids of the next closest advertiser

The average profit per conversion

The Quality Score of the keyword

*** An e-commerce client wants her campaign to be more profitable. After calculating this client’s total profits from Google Ads, what can you do to start maximizing results for profit?

Test only one version of your ad text

Lower the cost-per-click (CPC) bids and increase the budget

Delete keywords that are generating the most clicks

Test different cost-per-click (CPC) bids

*** When creating a keyword list using broad match, why should you leave out misspellings and plural forms of keywords?

Broad match only includes the exact words and phrases a user searches for

Your keyword list would be disapproved based on Google’s advertising policies

Google Ads only shows an ad for keywords with proper spelling and plural forms

Google Ads can automatically include these variations for you

*** Which is the best bidding option for an advertiser who wants to drive more clicks from mobile devices?

Target cost-per-acquisition (CPA)

Mobile bid adjustments

Target search page location

Target return on ad spend (ROAS)

*** How would you recommend that William set his budget if he wants to spend US $608 per month on his campaign?

Set a daily budget of $20 for the advertiser’s campaign

Set a bid of $20 for the advertiser’s campaign

Set a bid of $20 per ad group

Set a daily budget of $20 for the advertiser’s account

*** A conversion is:

When someone reaches your landing page after clicking your ad or video

By definition when someone makes a purchase after clicking on your ad

Any interaction with your ad that can be measured, like watching a video for a certain length of time

An action defined as valuable to your business that someone takes after clicking on your ad

*** Advertising on TV, print, and radio typically requires a predetermined budget. What key difference with online advertising campaigns allow advertisers to invest with more flexibility?

Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive.

Budgets for online campaigns can only be set once annually and require a fixed commitment.

Online campaigns generate clicks, whereas other channels generate exposure

Budgets cannot be applied to online campaigns due to constant changes in traffic.

*** Your client’s campaign is consistently meeting its average daily budget. What should you do to maximize your client’s budget throughout all hours of the day?

Increase the maximum cost–per–click (CPC) bid

Pause the campaign to stop showing ads and accruing costs

Lower the daily budget amount

Change the ad delivery method from “Accelerated” to “Standard”

*** If you’d like your ads to show on certain sites across the Internet, you can add these websites as:

Audiences

Topics

Placements

Keywords

*** Which client would you advise to advertise on the Search Network?

Suzy, who wants to reach people browsing travel websites about China

Jim, who wants to reach people on social networks interested in poetry

Carol, who wants to reach people watching YouTube videos

Bill, who wants to reach people looking for plumbing services

*** An advertiser wants to increase the Quality Score of a low–performing keyword. Which approach would you recommend?

Set an ad group bid adjustment of +20% for that keyword

Modify the ad associated with that keyword to direct to a highly-relevant landing page

Delete the keyword and use Keyword Planner to find more relevant keywords

Delete the keyword and add a synonym of the keyword to the campaign

*** How do cost-per-click (CPC) ads compete with cost-per-thousand impressions (CPM) ads on the Display Network?

Ads using CPC bids are not allowed to compete on the Display Network

CPM bids are effectively converted to CPC bids

CPC bids are effectively converted to CPM bids

CPC and CPM bids only compete against bids of the same type

*** Which of the following items is not a component of Quality Score?

Ad relevance

Expected clickthrough rate (CTR)

Maximum cost–per–click (max. CPC) bid

Landing page experience

*** Your client gets more conversions from ads that appear to people in Tokyo. What actions should you take to try and increase the number of conversions for this client?

Create a separate ad group to target ads and bids for Tokyo

Refine where your ads show by adding the keyword “Tokyo”

Use the user location report to understand if people who click your ads are located in Tokyo

Use a location bid adjustment to increase bids for customers in Tokyo

*** Which two bidding strategies can boost brand awareness and recognition? (Choose 2)

Cost-per-view (CPV)

Cost-per-thousand viewable impressions (vCPM)

Cost-per-acquisition (CPA)

Cost-per-click (CPC)

*** Your client wants to improve her ad position. What would you recommend?

Improve the ad quality and increase bid amount

Improve Quality Score and decrease bid amount

Make the ad headline longer and more descriptive

Add more keywords and increase daily budget

*** What’s one benefit of creating multiple ad groups?

You can pause specific keywords if they’re not performing well

You can break up keywords and ads into related themes

You can set different budgets for each ad group

You can target specific ad groups into various Google networks

*** Paige’s Pet Store is deciding on keywords for a new Google Ads campaign. How should Paige set up her Google Ads keywords?

Use the Keyword Planner to come up with keyword ideas for Display Network campaigns.

Use negative keywords for terms that are related to pets and animals.

Use general keywords to reach a specific audience.

Bundle similar keywords together in one ad group based on common themes.

*** You signed 3 new clients, each with an existing Google Ads account. What’s the best way to manage these accounts?

Pause your clients’ campaigns and recreate them in your Google Ads manager account

Link the client accounts to your Google Ads manager account

Use your clients’ sign–in information to access and manage the accounts

Consolidate the 3 accounts into a new Google Ads account you create

*** How are negative keywords different from other keywords?

They can increase your costs.

They can only be used for ads on the Display Network.

They prevent your ad from showing for search terms that you don’t want.

They make your ad appear for search terms that you don’t want.

*** How are rich media ads different from other ad formats?

They are a type of text ad

They are static image ads

They are ads with animation or other types of motion

They are displayed on the Search Network

*** A client wants to promote her new mobile app by showing her ads in other mobile apps. How can Google Ads help accomplish her goal?

Google’s Display Network includes many mobile apps where she could show her ad

She can use keywords like “mobile app” to target people who are more likely to download her app

She can use mobile app extensions to reach users in apps

Google’s Search Network will help her target people who are more likely to download her app

*** An advertiser wants to know if Shopping ads will appear on YouTube. What should you tell her?

Shopping Ads can only appear on Google.com

Shopping ads can only show on pre-roll video ads on YouTube

Shopping Ads can only appear on retail websites.

Shopping ads can appear on Google Search partner websites like YouTube

*** Why should you link your client’s Google Ads account to Search Console?

See which campaigns have the biggest changes in clicks, costs, and conversions

See how often your ads rank higher in search results than those of other advertisers participating in the same auction

See how your ads performed when triggered by actual searches

See if people reach your client’s website via ads or organic search results

*** What is the Google Network?

A network of partner websites that will show your ad.

The term that embodies all of the places where your ad can appear.

A network of hardware devices, including chromebooks and android phones where your ad can appear.

The collective term for Google’s professional support staff that can answer your Google Ads questions 24/7.

*** Which targeting option can help you reach people who’ve previously visited your website?

Remarketing

Interest category targeting

Demographic targeting

Device targeting

*** An advertiser wants to target people on the Search Network who have previously visited their website. What should they do?

They should use device targeting

They should use placement targeting

They should create remarketing lists for search ads

They should use location targeting

*** Research for a client who owns used car dealerships shows that people who visit his website also visit certain popular car blogs. Which targeting method would you use to reach these people?

Placements

Keywords

Remarketing

Topics

*** By monitoring ad campaign performance, an advertiser may obtain the information needed to:

compare campaign performance to that of other advertisers

create separate Google Ads accounts for low-performing keywords

determine if campaigns are meeting overall marketing and conversion goals

create duplicate ad groups with identical keywords and different ad variations

*** Conversion tracking helps you improve the return on investment (ROI) from your online advertising because it:

focuses on getting customers to complete an online purchase

automatically gives you personal details about the people who convert

shows you which ads lead to customer actions that have value for your business

measures trends relating to the search terms people have used before seeing your ad

*** Your client is interested in switching from TV, print, and radio advertising. What are the return on investment (ROI) benefits of online advertising campaigns over traditional media advertising?

Online advertising is always less expensive than traditional media

Traditional media typically requires a predetermined quarterly budget, but online advertising usually lets you set your budget once a month at a fixed amount

Traditional media generates exposure, but online advertising campaigns can guarantee sales

Traditional media is not always measurable, but online campaigns are highly measurable and you can analyze your click data

*** In addition to how much the advertiser will pay, which two factors are decided by the Google Ads auction? (Choose 2).

How quickly your landing page will load once a user clicks on the ad

The ad’s position on the page

The design of the ad, including font and color

Whether or not the ad actually shows

*** Negative keywords can help advertisers better target their ads by:

reducing their campaign’s daily budget recommendations

raising the average position of their ads

reducing the number of irrelevant clicks

increasing the number of relevant Display Network placements

*** All other things being equal, if you’ve set a maximum cost–per–click (max. CPC) bid of USD $1 for your ads, and if the next most competitive bid is USD $0.50 for the same ad position, what is the actual amount you’d pay for that click?

$0.51

$1

$0.50

$1.01

*** Your new client’s Google Ads account has one campaign with one ad group that contains a list of hundreds of keywords. Which best practice should you follow when re–organizing this client’s keywords?

Remove half of the keywords from the ad group

Create new ad groups with related keywords grouped together

Create new ad groups with several keyword match types

Create one ad group for every five keywords

*** While teaching a new account manager how to build a Search campaign, you tell her that she should group similar keywords together in an ad group because it will allow her to:

create a different ad for each keyword

create multiple ads for each keyword

create ads that are relevant to all keywords

only create one ad that’s relevant to all keywords

*** You can win a higher ad position in the auction with a lower cost–per–click (CPC) bid by:

creating ads that include terms or phrases people are searching for

creating ads that link to a generic landing page

creating high–quality ads and landing pages

All of the listed answers

*** Maria noticed last month that her ad often showed up beside a competitor’s ad for the same search terms. How can Maria understand how her performance compares to that of other advertisers?

Use the Search terms report to see the terms people were searching for when her ad was shown.

Use the Auction insights report to show how often her ads rank higher in search results than those of other advertisers.

Use the paid & organic report to see how often her website pages are showing in Google’s free organic search results.

Track the clicks and clickthrough rate (CTR) of her ad campaign.

*** Which targeting option should an advertiser use when trying to reach 25-30 year old males?

Demographic targeting

Interest category targeting

Contextual targeting

Keyword targeting

*** What report can help you identify opportunities to improve your keywords and ads?

Time segmentation report

Search terms report

Auction insights report

Paid & organic report

*** Which two metrics help show you how many people found your ad compelling enough to actually click on it and visit your website? (Choose 2)

Clicks

Clickthrough rate (CTR)

Impressions

Search terms

*** How are manual extensions different from automatic extensions?

Manual extensions require you to fill out additional information. Automatic extensions do not.

Manual extensions cost more than automatic extensions

There is only one type of manual extension but many types of automatic extensions

Automatic extensions require setup. Manual extensions do not.

*** You would choose to advertise on the Display Network if you wanted to:

show ads on Google Maps

show ads to people on non-Google search sites

show ads on websites related to your business

show ads on Google Shopping

*** One of your clients wants to know why a campaign went over the specified daily budget several days in a row. What would you explain to your client about how the Google Ads system works?

Due to changes in traffic, Google Ads allows up to 20% more impressions in a day than the budget specifies

To show an ad more often, Google Ads charges more than the average daily budget amount multiplied by 30.4

Google Ads automatically increases the maximum cost–per–click (CPC) bid to show an ad higher in Google search results

Due to changes in traffic, your total daily cost might be up to 2 times your average daily budget. However, with all Google Ads campaigns you won’t be charged more than your average daily budget multiplied by the average number of days in a month (30.4)

*** If you bid $2 for a click and the next highest bid is $1.25, how much will you pay?

$2

$1.24

$1

$1.26

*** Which of these metrics is especially important to clients who are running a branding campaign?

Phone call conversions

Average cost–per–click (avg. CPC)

Clickthrough rate (CTR)

Impressions

*** When building a keyword list for a Display Network campaign, you should do which of the following:

use agressive targeting to identify new keywords

include keywords that are related to the websites your customers visit

only use Keyword Planner to identify new keywords

only include exact match keywords

*** In order to appeal to customers on mobile devices, it’s important to:

Send users to a mobile–friendly landing page

Send users to a video–based landing page

Avoid using ad extensions

Include your phone number as your display URL

*** If you want to direct people to specific pages on your website from your ad, you can create an ad that uses:

location extensions

promotion extensions

callout extensions

sitelink extensions

*** When setting up a Search Network campaign for a client, you want her ad to get as many clicks as possible within her budget. Which bid strategy should you use to achieve this goal?

Maximize Clicks

Cost-per-thousand impressions (CPM)

Cost-per-acquisition (CPA)

Manual cost-per-click (CPC)

*** Which ad extension would you use for an advertiser who has a chain of local restaurants?

Sitelink extensions

Promotion extensions

Seller ratings

Location extensions

*** You want to generate leads with your Google Ads campaign by encouraging people to fill out an interest form on your website. What do you need to know to measure return on investment (ROI) for this campaign?

The number of clicks your ad received divided by the number of times it showed

How much you’ve spent on the campaign compared to the value of leads generated

You can’t calculate return on investment for campaigns that are focused on online leads

The percentage of budget spent compared to how many forms were completed

*** Higher Quality Scores typically result in:

lower costs only

better ad positions only

higher costs and better ad positions

lower costs and better ad positions

*** What bidding strategy should you use to maximize the number of visitors to your website?

Cost-per-view (CPV)

Cost-per-thousand viewable impressions (vCPM)

Cost-per-click (CPC)

Cost-per-acquisition (CPA)

*** Which delivery type shows your ads at an even pace throughout the day?

Delayed delivery

Optimized delivery

Standard delivery

Accelerated delivery

*** Your ad can show on the Search Network when someone searches for terms that are similar to your:

website

placements

keywords

ad text

*** Google Analytics can help you learn more about the behavior of your client’s customers because it shows you how:

they perceive her products

they interact with her website

likely they are to become a regular customer

likely they are to click her ads

*** Donna sells t–shirts featuring vintage album covers. She wants people searching for unusual t–shirts to find her website, but she also thinks people interested in music might make a purchase. What campaign type would you recommend?

“Display Network”

“Search Network”

“Search Network with Display Opt-in”

“Video”

*** A client who owns an online running shoe store wants to drive sales of a particular model of women’s running shoes. What keywords should you include in this client’s keyword list to help achieve their goal?

Generic terms about running and running shoes

Specific terms about the shoe brand and model your client is selling

Specific terms about the benefits of running

Generic terms about different types of women’s shoes

*** Let’s say your cost-per-click is $0.05 on average and you want around 200 clicks per day. What should you set as your daily budget?

$10

$25

$5

$2.50

*** Fran decides to use custom ad scheduling to promote her farm-to-table restaurant. Why did she choose this option?

She can’t afford to run ads at all times of the day and on all days of the week

Her “goal’ is for people to visit her website

Her ads generate 95% of her business on Fridays, so she’d like to show them more on that day

She prefers not to limit ad exposure, regardless of when the restaurant is open

*** True or false: If you’d prefer to reach as many people as possible, use exact match or phrase match keywords.

True

False

*** Which is a best practice for optimizing a landing page for Google Ads?

Easy-to-navigate content

Several links to related websites

The same programming language across the whole site

Prominent headlines in several font styles and sizes

*** An advertiser wants to improve the position of ads on Google but isn’t willing to raise bids. What else could increase Ad Rank?

Make changes to improve the components of Quality Score

Review impression share data to identify missed opportunities

Lower bids on keywords with a low clickthrough rate (CTR)

Change keyword match types from exact match to phrase match

*** If you want to target ads to only people who speak Spanish, you can:

have Google translate your ad and keywords into Spanish

write your ad and keywords in English and target the Spanish language

in your ad text, make a reference to Spanish speakers

write your ad and keywords in Spanish and target the Spanish language

*** Keyword Planner can do all of these things except:

Show search volume trends

provide Quality Score estimates and validate keywords

suggest keywords and ad groups that may not have occurred to you

provide historical statistics on search volume

*** Dynamic search ads would be most helpful for:

a global, online clothing retailer that changes its inventory seasonally

campaigns that need to reduce exposure on competitive keywords

moving an ad’s position dynamically in whatever direction a person’s eyes are looking

a local restaurant with a dynamically changing menu that offers fresh, new entrees every day

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

use Keyword Planner to evaluate how the campaign might perform better on search partner sites

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

evaluate the campaign’s performance on search partner sites vs. display partner sites

review the Overviews page to see the top searches on Google.com that caused your ads to display

*** You want to use Google Ads to promote your dog-sitting service. What kind of campaign might you create to reach dog owners, whether they’re searching on Google or surfing a pet-supply website?

Search Network with Display opt-in

Display Network

Universal App

Search Network

*** Blake is selling baseball caps and using conversion tracking. What information might he learn from the conversion tracking data?

Lots of his site visitors are 49ers fans

Lots of his site visitors are signing up for his baseball trivia newsletter

Most of his customers are watching a ballgame when they visit his site

Most people clicking on his ad already own at least 1 baseball cap

*** According to Google data, 70% of mobile searchers who’ve recently made a purchase have:

visited a business’s website from the search results page

called a similar business from their phone

saved a business as a contact on their phone

clicked to call a business from the search results page

*** You have a maximum cost-per-click (max. CPC) bid of US$2 for a keyword. To determine the prospective impact of raising this bid to US$3, you could use:

Bid Simulator

CPC Simulator

Keyword Simulator

Portfolio Simulator

*** An advertiser targeting only France determines that clicks have been received from people in Switzerland. Why might this happen?

People located in France are using Swiss-related words like “hotels in Switzerland”

People located in Switzerland are searching using France-related words, like “hotels in Paris”

French people visiting Switzerland are searching on Google for information about Switzerland

Swiss people are searching on Google for information about Switzerland

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

Evaluate the number of clicks the ad accrues per day

Divide the number of impressions the ad gets by its average position

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

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

*** You have a friend starting her first Google Ads campaign. What would you suggest about how to choose keywords?

Set a theme for each ad group and choose related keywords

Keep each keyword to a single word, rather than a phrase

Include more than 50 keywords in 1 ad group

Set a theme for each campaign and choose related keywords

*** Which conversion metric can give you more insight into how your ads drive conversions on mobile phones, computers, and tablets?

Cross-through conversions

Cross-OS conversions

Click-through conversions

Cross-device conversions

*** The majority of consumers want ads customized to their:

age group

country or nationality

interests and hobbies

city, zip code, or immediate surroundings

*** Which statement about ad extensions isn’t true?

They tend to improve an ad’s visibility

They can help improve clickthrough rate

They often appear below the organic search results

They show additional information about a business

*** Maria would like to target people who’ve already browsed her online clothing boutique by offering them a 10% discount on their first purchase. What tool should she use to reach these people on the Search Network?

Flexible bidding

Remarketing lists for search ads

Dynamic search ads

Retargeting lists for text ads

*** You’re reviewing the paid & organic search report for a client who runs a Maui snorkeling tour business, and you see that her business appears only in organic search for queries such as “boat snorkeling tour” and “beachside snorkeling tour.” You can use this information to:

create 2 separate ad groups focused on boat and beachside snorkeling and include these queries as keywords

increase the bids for the keywords that include the terms “boat,” “snorkeling,” and “beachside”

increase the budget for all of her campaigns that contain these queries as keywords

lower the budget for all of her campaigns that contain these queries as keywords

*** How might you explain to an account manager why she should identify how much a conversion costs when setting up conversion tracking for a client’s Search Network campaign?

Knowing the cost-per-conversion can help her better optimize the campaign’s bids and budgets

Cost-per-conversion data can indicate whether her profit will increase

Knowing the cost-per-conversion can help her better optimize the campaign’s keywords

Cost-per-conversion data can be compared with competitors’ cost-per-conversion data

*** An advertiser who sells designer dresses is selecting a landing page to pair with ads for a collection of spring dresses. A good landing page would show:

top-selling dresses for all seasons

a catalog of spring and summer dresses

spring dresses in several colors

a single best-selling dress

*** You’re tracking conversions in a budget-constrained campaign. If you raise cost-per-click (CPC) bids within the budget constraint, which result is most likely?

Receive fewer conversions while paying less on average per conversion

Receive more conversions while paying more on average per conversion

Receive more conversions while paying less on average per conversion

Receive fewer conversions while paying more on average per conversion

*** 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?

Add a call-only extension to her ad

Use sitelink extensions

Include a link to her mobile website in her ad

Add a mobile-app extension to her ad

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

create a Universal App campaign

add a call extension

include the word “install” in the ad text

add a sitelink extension

*** Having launched her first Search campaign, Asha wants to know just how many calls are being generated from the number in her ads, on her website, or clicks on a phone number on her mobile website. What conversion source should she track?

Website

Apps

Imports

Phone calls

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

Shoe store sales

Shoe stores near me

Great shoe stores

Shoe store addresses

*** To create a customer experience that’s relevant and useful at every touchpoint, a search advertiser should focus on:

carrying over the theme of her traditional ad campaign to her online campaign

launching a cross-device campaign

running ads only on mobile devices

addressing consumers’ needs

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

highest Ad Rank

lowest maximum CPC bid

highest maximum cost-per-click (max. CPC) bid

highest cost-per-acquisition (CPA) bid

*** Each of these are benefits you’d expect from Shopping ads except:

ease of targeting without needing keywords

free listings

better-qualified leads

more traffic and leads

*** The keyword insertion code in an ad’s headline is “Buy {KeyWord:Books}.” The ad appears when someone searches on “flower books” and the query matches a broad match keyword, “gardening books.” How would the headline read?

Buy plant books

Buy Gardening Books

Buy flower-arranging books

Buy keyword books

*** In order to differentiate ads from those of competitors, advertisers should:

use special characters, such as asterisks or hashtags

use exclamation points and words in all capital letters

include prices and promotions

mention competitor offers and prices

*** Joanna would like to direct users to specific pages on her website directly from her text ads, in addition to her ad’s final URL. What feature should she make sure to include in the formatting of her text ads to accomplish this goal?

Keywords

Ad extensions

Headlines

A landing page

*** The format of a Shopping ad is different from that of a standard text ad in that it includes:

a product image, background color, and price

a product image, title, price, and merchant name

a product image, title, price, and extension

a product image, title, and price

*** A client is asking you why he should evaluate the number of clicks on his search ads relative to the number of impressions received. What should you tell him?

He can better understand what happens after potential customers click his ads

He can get an idea of how many people who’ve seen his ads actually became customers

He can better understand whether potential customers find his ads appealing

He can get an idea of how many people double clicked his ads

*** An advertiser makes edits to an ad and notices that its position is lower than that of the previous version. What’s the most likely cause?

The edited ad has a lower conversion rate

The advertiser’s budget has been depleted

The advertiser’s landing page is down for maintenance

The edited ad is less relevant to the keywords in the ad group

*** A new client wants to promote his 3 Indian restaurants, in different areas of London, to people searching for places to eat. How might you organize his account?

Create 1 campaign with an ad group for each menu item

Create 1 campaign with an ad group for all restaurant locations

Create several campaigns with 2 ad groups each: dine in and takeout

Create 1 campaign with an ad group for each restaurant location

*** Jose has a limited Google Ads budget, and his ads aren’t showing as often as he wants. How might he improve results without spending more money on the campaigns limited by budget?

Choose accelerated instead of standard delivery

Slightly raise bids

Slightly lower bids

Replace his 3 most expensive keywords with lower-priced keywords

*** True or false: Shopping ads use Merchant Center product data to decide how and where to show ads.

True

False

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

the number of times your ads were shown on the Search Network

the percentage of eligible impressions you received for searches that exactly matched content on your landing page

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

the number of eligible impressions your broad match keywords received

*** Megan enabled target cost-per-acquisition (CPA) bidding in all 6 of her campaigns. How can she tell if it’s improving her campaign performance?

Enable and disable target CPA bidding every other day to observe differences

Install a new conversion tracking code

Monitor overall changes in clicks received

Compare average CPA and conversion rate before and after using target CPA bidding

*** Why would the data for a Search Network campaign show conversions but no view-through conversions?

A view-through conversion is counted when someone sees an ad in Google Search and calls the business

A view-through conversion is counted when someone clicks on an ad in Google Search and converts on the site

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

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

*** You sell chocolate and want to tailor your text ads so they more directly match people’s search terms, like “dark chocolate.” You use keyword insertion code “We sell {KeyWord:Chocolate}”. Your headline could look like this:

We Sell chocolate

We Sell dark chocolate

We sell Dark Chocolate

We sell dark chocolate

*** One factor the Google Ads system uses to calculate an ad’s actual cost-per-click (CPC) is the:

maximum CPC bid of the ad showing in the #1 position on the page

maximum CPC bid of the ad showing one position lower on the page

location targeting of the ad showing one position lower on the page

cost-per-thousand impressions (CPM) of the ad showing one position lower on the page

*** What can you learn from attribution reports?

The number of conversions the same customer completes after clicking an ad

Budget usage for all Search campaigns, including limitations and opportunities for more traffic

The series of steps customers take before completing a conversion, including information on ads, clicks, and other elements of a campaign

The series of steps customers take after completing a conversion, including information on ads, clicks, and other elements of a campaign

*** Obi added a sitelink extension to her text ad and and wants it to show as often as possible. What’s the best way to achieve this?

Lower her Ad Rank

Raise her maximum cost-per-click (max. CPC)

Lower her maximum cost-per-click (max. CPC)

Add a second type of extension

*** You have an online electronics business and you’ve set up an ad group for digital cameras. What keywords could make this ad group as effective as possible?

Words in your ad text, like model names of digital cameras

General phrases related to photography, like “camera lens” and “camera base”

Words from headlines on your website, like “electronics” and “sale on cameras”

Brand names of your top competitors’ cameras

*** How does target cost-per-acquisition (CPA) bidding determine the optimal cost-per-click (CPC) bid?

It uses conversion history to set higher bids when a conversion is more likely

It adjusts CPC bids based on existing bid adjustments

It bids a static CPC value based on the current maximum CPC settings

It sets CPC bids as one-tenth of the current CPA bid setting

*** An advertiser selling computer monitors is writing new ad text for an existing ad group. Which meets Google Ads editorial and professional requirements?

**Free** shipping on LCDs

20-70% off LCD monitors

Cheap, cheap, cheap monitors

BUY affordable LCDs

*** A successful Google Ads text ad:

mentions at least 4 key selling points

has a wrapping headline and at least 2 paragraphs of text

ties the call-to-action to the landing page

talks about the advertiser’s reputation

*** The automated “Maximize clicks” bid strategy attempts to get advertisers the most:

impressions for their daily budget

conversions based on their conversion goals

impressions in their preferred position range

clicks for their daily budget

*** Someone searches on “laptop computers” and clicks an ad. Which landing page would be most relevant?

A computer store homepage

A page showing laptops

A page showing both laptops and desktops

A page showing a tablet

*** AdWords Editor lets users do all of these things except:

simultaneously make edits to multiple accounts online

export and import files

view statistics for all campaigns

keep working while offline

*** If you’re currently using text, display, and video ads but also want to more specifically control spending on ads that appear when someone searches on Google, which additional campaign type would you choose?

Universal App

Search Network

Display Network

Search Network with Display opt-in

*** An advertiser enables target cost-per-acquisition (CPA) bidding and notices that conversions decrease. What might cause this?

The target CPA bid was lower than the recommended amount

The cost-per-click (CPC) bid was lower than the recommended amount

The conversion tracking code snippet was not added to the site

The target CPA bid was higher than the recommended amount

*** Zoe has a website selling customizable electronic greeting cards. What could be interfering with her getting the most possible conversions?

It’s obvious on the landing page that she’s selling greeting cards

The landing page shows popular cards, with easy navigation to specific categories like birthday, anniversary, congratulations, and get well

Some of her keywords are on the landing page

When people click the ad, they’re taken to the get-well category

*** An ad group contains the phrase-matched keyword “underwater camera.” Which search query may trigger an ad in this ad group to be shown?

underwater camera case

camera for use under water

underwater digital camera

underwater lens camera

*** You can add a “+” modifier in front of the words in a broad match keyword to:

override a negative keyword with a positive one

specify that certain words and their close variants be prioritized

specify that someone’s search must include certain words or their close variations

indicate that this keyword should be dynamically inserted in your ad text

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

send a text

go to the company’s website and buy the product

do a mobile search

go to a store and buy the product

*** Your client sells gardening supplies online. You suggest she use sitelinks because they can:

take people to subpages on her site about gloves, tools, and fertilizer

bring people to her site from blogs about gardening

take people to blogs about gardening

be used with Shopping campaigns

*** True or false: Adding an extension to a text ad improves an advertiser’s Quality Score.

False

True

*** After searching for shoes, Sean clicks on an ad promoting a sale on sneakers, which has several pop-ups. What should the advertiser do to improve Sean’s experience?

Remove the pop-ups

Ensure that the pop-ups get Sean’s attention

Ensure that the pop-ups relate to the search

Remove all but one of the pop-ups

*** With call extensions, a customer who searches for Thai food on her mobile phone can see an ad for a Thai restaurant, along with a phone number, and make the call with one click. How is that priced?

Negotiated in advance, with bulk discounts

By the minute, based on the length of the call

The same as when someone clicks on an ad

Flat fee, based on the caller’s phone model

*** Which of these statements is true?

Location targeting enables location extensions

Location extensions appear when someone who’s physically near the business searches on relevant terms

Location targeting determines which business address appears in an extension

Location extensions appear when an advertiser targets a geographic location

*** A florist is advertising 5 types of bouquets, including those with roses. Which landing page is more likely to convert to a sale when someone searches on “roses”?

The “Contact us” page

The home page, showing 5 types of bouquets that include roses

The page on which people can sign up for coupons

The page showing rose bouquets

*** You want to see how raising your client’s target cost-per-acquisition (CPA) might affect his ad performance. Which tool could help?

Target CPA Planner

Target Bid Simulator

Keyword Simulator

Target CPA Simulator

*** An advertiser who uses ad scheduling has a custom bid adjustment for 9 p.m. to 12 a.m. on weeknights. The normal bid is US$0.40 and the bid multiplier is -25%. How much is the advertiser bidding for that time period?

US$0.32

US$0.03

US$0.30

US$0.31

*** A client wants to get more clicks on his ad and also raise his Quality Score. Which of these actions may get him more clicks but won’t raise his Quality Score?

Adding an extension

Improving a lower-level page on his website

Reducing prices on his inventory

Using the Shopping ad format

*** Which is a best practice for writing an effective text ad? (1)

Use all capital letters in the headline

Make sure the headline wraps to two lines

End the headline with an exclamation point

Capitalize the first letter of each word in the headline

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

US$1500 (revenue) / US$1200 (cost + Google Ads spend)

[US$1500 (revenue) – 10 (number of products sold)] / US$1200 (cost + Google Ads spend)

[US$150 (sales price) – US$1500 (cost)] / US$700 (Google Ads spend)

[US$1500 (revenue) – US$1200 (cost + Google Ads spend)] / US$1200 (cost + Google Ads spend)

*** Based on Google Ads editorial and professional requirements, which headline is most likely to generate clicks?

“Free shipping on CuStOm Ts”

“Design Your Own T-shirt”

“Custom Tees, Click Here”

“We sell custom t-shirts!”

*** Chanara, a senior account manager at a large digital agency, likes having a Google Ads manager account. What can she do with a manager account that she can’t do with an individual account?

Use a single sign-in for all accounts

Access the Google Ads Application Programming Interface (API)

Upgrade multiple manager accounts

Upgrade each individual Google Ads account

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

Put special characters in the ad headline

Put the ad headline in all capital letters

Include his business address in the ad text

Include his keywords in the ad text

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

Up to US$24

Up to US$30

Up to US$20

Up to US$21

*** Executives at a small e-commerce company are debating Google Ads 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?

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

Ad spend should always be 7% of revenue, which should be used as the target ROI

Decrease the target cost-per-acquisition (CPA) for the campaigns from US$15 to US$10 to drive an increase in profit per customer

The company’s email campaigns are the most profitable, with a cost-per-acquisition of US$15, so it should use that as a benchmark when setting target cost-per-acquisition (CPA) bids

*** You’re reviewing the campaigns of a new client who wants to better promote his child daycare facility to parents researching childcare on their mobile devices. Currently, his ads include generic text about childcare. To optimize his ads for mobile, you might create an ad with:

a headline and description text that includes a customer testimonial, and uses the previous visits automated ad extension to let people see when they last visited the client’s website

the mobile version of the facility’s website as the landing page, and uses an interactive video showing current students and teachers reading together

the computer version of the facility’s website as the landing page, and a headline and description text that encourages people to sign up for the facility’s newsletter

a headline and description text that encourages people to sign up for a tour, and uses location extensions so they know where the client’s business is located

*** 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?

Forecast data

Manual bid changes

Test conversions

Historical conversion data

*** To optimize a client’s campaign to get the most out of her mobile advertising, you can:

set shorter conversion windows to capture users who convert after researching on multiple devices

edit the campaign’s ad text to include information about how customers can purchase her product on their computers

set a mobile bid adjustment for the campaign based on insights from estimated cross-device conversion and total estimated conversion data

use the maximize clicks flexible bidding strategy to increase the number of clicks her ads get from users viewing her ads on mobile devices

*** Which option can you use to capture potential business later in the day, even on a limited budget?

Ad delivery

Bid capping

Ad automation

Bid allocation

*** An advertiser attempts to enable target cost-per-acquisition (CPA) bidding but the option isn’t available. The most likely reason is that the advertiser:

has fewer than 5 conversions in the last 15 days

is using Google Analytics

has fewer than 15 conversions in the last 30 days

is using another automated bid strategy

*** Hannah is having a sale. In her ads, she wants to include the amount of time left in the sale. What’s the best way to do this?

Note the sale end date in the text

Use the “Countdown” function

Insert the Google Ads clock icon in each ad

Use the “Sale duration” function

*** 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?

Try a different automated bid strategy

Set the campaign budget to a 30-day cycle

Specify the bid amount for each individual campaign

Increase the target CPA bid

*** You manage 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?

Raise the target cost-per-acquisition (CPA) bid

Use accelerated delivery to show the ads throughout the day to make sure that the entire budget isn’t spent in the morning

Improve the quality of the campaigns’ keywords by making sure they’re relevant to the ads’ text and landing pages

Use target outranking share bidding

*** You have a budget of US$75 per day for your client’s Search campaign, and you’d like to set a maximum cost-per-click (max. CPC) bid of US$1. How can you validate that this is the right bid amount for getting the most clicks?

Use bid simulators to see CPC estimates

Bid across multiple ad groups to determine the average

Try various CPC amounts to determine the average

Raise your max. CPC to US$3 to cover possible competitive bids

*** 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:

estimate revenue based on online sales, factor out gross margins, and subtract Google Ads costs

estimate revenue based on the value of a click, factor out gross margins, and subtract Google Ads costs

estimate revenue based on the value of an Google Ads customer, factor out gross margins, and subtract Google Ads costs

estimate revenue based on in store sales, factor out gross margins, and subtract Google Ads costs

*** How would you explain the importance of ad impressions to a client who’s concerned that her Search Network campaign is generating impressions but no clicks?

They can help her calculate how often someone clicked on her ad and then converted

They can give her an idea of how often her ad is shown to potential customers

They can give her an idea of how often someone clicked on her ad

They can help her evaluate how engaging her ad is to potential customers

*** You can use target cost-per-acquisition (CPA) bidding to help:

generate more clicks than manual bidding would generate

get as many conversions as possible within a flexible budget range

get as many conversions as possible within your budget

get as many clicks as possible within your budget

*** A furniture store owner is creating her first Google Ads campaign. What’s the best way to group her products?

Separate them in ad groups based on what she thinks will sell best on the Search vs. the Display Network

Create a new campaign for every bed she sells in her store

Separate them in ad groups with themes like sofa beds, king-size beds, and queen-size beds

Group them in a single ad group

*** 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?

It’s most efficient to have a single ad group

To show ads promoting all the flavors to people searching for “gourmet popcorn”

To make sure “Sweet & spicy coconut” continues to be the bestseller

To show ads promoting “Sweet & spicy coconut” to people searching for that flavor

*** Return on investment (ROI) information can help you manage a client’s campaign by helping you determine how to:

optimize your client’s keywords

adjust your client’s budget

optimize your client’s ad text

All of the listed answers are correct

*** High quality ratings for an ad can:

increase how often people click on it

improve its position

increase its average cost-per-click (avg. CPC) bid

be achieved with an increase in bid

*** According to Google data, among consumers who conduct a local search on their smartphone, how many then visit a store within a day?

About 10%

About 50%

About 20%

Nearly everyone who’s ready to buy

*** Jonathan, 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?

Enhanced cost-per-click (ECPC)

Maximize clicks

Target outranking share

Target return on ad spend (ROAS)

*** 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?

The projected maximum cost-per-click (max. CPC)

The minimum amount needed to maintain a higher rank than the rank held by the next-highest bidder in the auction

The average amount needed to make the ad appear somewhere on the page

The average amount charged each time someone clicks on his ad

*** You have a food truck and want to reach people who are nearby on their mobile phones. Your maximum cost-per-click (max. CPC) bid is US$1. You set a mobile bid adjustment of +20% and a location bid adjustment of +50%. What’s the final bid amount?

US$2.80

US$1.80

US$2

US$1.70

*** You’re the account manager for a client who wants to increase reservations at her boutique hotel. You’ve been manually managing the bids for her campaigns, and you’re looking for ways to save time and optimize. How can you most effectively do this?

Continue to manually set the bids to focus on driving clicks to the site in order to drive conversions

Create 1 campaign and apply target search page location bidding to drive visibility and reservations

Apply target cost-per-acquisition (CPA) bidding to drive conversions at her desired CPA

Create 2 separate campaigns that include a mix of brand keywords and highly targeted keywords, and apply maximize click bidding to each campaign

*** Search terms report data shows that people who click on ads promoting your prescription glasses were searching for terms like “wine glasses” and “drinking glasses.” Which might you add as negative keywords to prevent your ads from showing on such searches?

“glasses” and “wine”

“prescription” and “glasses”

“drinking” and “glasses”

“wine” and “drinking”

*** Which report and metric should you analyze to see how often your client’s ads are showing above search results in comparison with other advertisers?

Ad average position metric from the paid & organic report

Average position metric from the Auction Insights report

Ad group data that you customize with the Report Editor

Top of page rate metric from the Auction insights report

*** The strategic use of different marketing channels affects:

payment methods

online purchase decisions

target-customer demographics

the average amount of each sale

*** You’re using target search page location bidding. You know it’s working because you see your ad:

repeatedly mixed in with the organic search results

on the first page of Google search results or in the top positions

at the bottom of the every page of search results

on the second page of Google search results or in the second positions

*** The owners of a coffeehouse would like to run an “afternoon espresso” promotion to increase sales on weekdays. Which Google Ads feature would be most effective for preventing their search ads from appearing at night and on weekends?

Managed placements

Custom ad scheduling

Keyword Planner

Automatic bidding

*** 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:

http://www.3rdpartytracker.com/rd?keyword=751123&ad={creative}&url=http%3A%2F%2Fwww.example.com%2Ftreats%3Fstyle%3Ddog

http://www.dogtreatseasytrackingdestinationURL.com

www.trackingkeyworddestinationURL=12345678987654321%dogtreatsredirect

http://www.2ndpartytracker.com/keyword=751123&ad={creative}dogtreats

*** Daley is managing multiple Google Ads accounts for a grocery store chain and using conversion tracking. What might make her daily Google Ads tasks simpler?

Using 1 conversion code snippet with cross-account conversion tracking

Using multiple conversion code snippets with single-account conversion tracking

Combining the accounts for streamlined reporting

Setting up automated conversion rules for both accounts

*** Data shows that your client’s ad that appears to people in San Francisco gets 120 conversions at a cost of US$1200 and cost-per-acquisition (CPA) of US$10, while ads showing in Houston get 70 conversions at a cost of US$1400 and CPA of US$20. If you have a CPA goal of US$12, what bid adjustment would you set for each location?

+40% for San Francisco, -20% for Houston

+20% for San Francisco, -40% for Houston

+40% for San Francisco, -40% for Houston

+20% for San Francisco, -20% for Houston

*** Small-business owner Marcos set up his Google Ads campaign by thinking of “obvious” keywords off of the top of his head. What’s one way he might improve them?

Stick with the current keywords for 2 months to collect enough viable data

Click the “Automatic keyword refresh” button

See the suggestions on the Keywords page

See the suggestions on the Opportunities page

*** 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?

English; the United States

English; southern France

French and English; the 5-mile radius around the bed and breakfast

English; the 25-mile radius around the bed and breakfast

*** Roxanne’s online estate-jewelry sales are lagging despite running a great text ad. What else might she do to drive sales?

Increase the number of keywords in each ad group

Use the Shopping ad format

Increase her maximum cost-per-click (max. CPC) bid

Add a location extension to her ad

*** 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?

Increase the number of mobile-optimized text ads

Decrease the mobile bid adjustment for the campaign

Decrease the number of mobile-optimized text ads

Increase the mobile bid adjustment for the campaign

*** Heather has a mobile app she wants people to keep using once they’ve downloaded it. How can she make it more engaging?

Customize the app for each format (phone, tablet, computer)

Use the bid strategy “Maximize engagement”

Set up custom deep links

Add some large, memory-intensive graphics

*** Which statement is true?

Call extensions send people to a landing page with a phone number

Call-only ads only let people call the business

Call-only ads are available exclusively on the Display Network

Ads with call extensions only let people call the business

*** Which ad rotation setting shows all ads in an ad group, even those with a lower clickthrough or conversion rate?

Optimize for clicks

Optimize for conversions

Rotate indefinitely

Rotate evenly

*** Your average bid is 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 Google Ads sees an auction that’s more likely to lead to a sale?

US$12

US$13

US$14

US$11

*** Which Is A Best Practice For Writing An Effective Text Ad? (2)

Talk about yourself and your business

Make the text different from what’s on your landing page

Use a passive verb in the headline

Write several ads and see which one performs the best

*** For her latest TrueView in-stream ad, Jacquline’s primary goal is to get her brand noticed with the 18-25 year-old set. What could she incorporate in her video to help humanize her brand?

Add music

Use humor

Feature animation

Collaborate with a YouTube creator

*** Using a variety of Google tools, Jose was able to glean insight into jean preferences for the area of Chicago in which his new store is opening. However, he has plans to expand nationally! What Google tool could he use to get insight into trends and popularity of products across the U.S.?

Google Correlate

Google Trends

Google Surveys

Google Shopping Insights

*** Your agency wants to run an ad campaign that reaches audiences that are hard to find on TV, impacts customers with engaging formats, and allows your team to measure and optimize their campaigns in near real time. Where can you advertise to accomplish all three of these objectives?

Your local newspaper

Radio

TV

YouTube

*** What are best practices for creating a TrueView in-stream ad?

Provide clear next steps so customers can take action

All of the listed answers are correct

Add a call-to-action (CTA) overlay

Deliver the most important message early in the video

*** What does digital media offer that TV advertising does not?

Demographic targeting

Real-time optimization

Upfront deals

Reach

*** True or False: You can use contextual targeting with videos.

*** You want to plan YouTube media in terms of reach and frequency, talk in terms of GRPs and cost per points. What Google measurement solution will you use?

Google’s reach solutions

Sales Lift

Google Consumer Surveys

Brand Lift

*** True or False: Video ads may appear in videos marked “Private” on YouTube.

True

False

*** Mavi wants to do a collaboration with a YouTube star in which she includes her brand’s message in the creator’s video. What type of collaboration does this describe?

An integrated approach in which the brand collaborates with multiple creators to weave in the brand story

A one-off video in which the brand is highlighted

A creator video in which the brand’s message is integrated or shared via a “shout out”

A series of brand videos in which the creator is mentioned throughout

*** What’s the difference between cost-per-click (CPC) bidding and cost-per-view (CPV) bidding?

The advertiser pays for a click that brings someone to her website with CPC bidding, and pays when there’s an impression with CPV bidding

The advertiser pays for an impression with CPC bidding, and pays when someone watches at least 5 seconds of the ad with CPV bidding

The advertiser pays for a click on an ad with CPC bidding, and pays when someone engages with the content — for example by clicking clicking a call to action or watching the first 30 seconds of the ad — with CPV bidding

The advertiser pays for a click on her YouTube channel with CPC bidding, and pays for a conversion with CPV bidding

*** You’re an agency that needs to know the technical specifications to build and implement your upcoming video campaign. Where can you go to find out how each ad format works, creative submission timelines, technical specifications, reporting, and third-party tracking capabilities?

Through a Google representative

In the Google Ads Help Center

Through the third-party request form

In the Google Display Specifications site

*** In his TrueView discovery ad, Amir wants to invite people to click to watch his YouTube video about a DIY home improvement project. What call to action language gives learners a reason to take action?

Click here

Download this

Learn how to build a table

Start now

*** TrueView video discovery ads can run on:

The Display Network only

YouTube only

The Search Network and the Display Network

YouTube and the Display Network

*** A TrueView in-stream ad view is counted when a viewer:

Clicks on the ad

watches the entire ad

watches the ad for 30 seconds

All of the above

*** Which of these remarketing lists can be used for a video campaign?

People who clicked the +1 button on the advertiser’s Google+ page

All of the listed answers are correct

People who watched certain videos on the advertiser’s YouTube channel

People who skipped the advertiser’s TrueView in-stream ads

*** How can you launch Google Preferred and/or Mastheads ads?

With Brand Lift

Through a Google representative

In Google Ads

In YouTube

*** Which of these can be created to run on the Display Network?

Dynamic ads

Homepage expandable Masthead ads

Lightbox ads

TrueView ads and Dynamic ads

*** What’s an example of a managed placement for a TrueView in-stream ad?

A specific YouTube video

A website on the Display Network

A YouTube channel

All of the listed answers are correct

*** If your client wants a specific reach for a specific price on YouTube, you should use:

reservation buying

affinity audiences

placement targeting

TrueView video ads

*** A viewer can skip watching a TrueView in-stream ad after:

10 seconds

5 seconds

7 seconds

2 seconds

*** Yoko wants to re-engage prior customers who’ve visited her YouTube channel but haven’t downloaded the shopping app. What can she identify to make a video remarketing list?

Ad impressions, users who have downloaded the app

Ad impressions, users who have subscribed to her company’s video channel

Ad impressions, users who haven’t downloaded the app

Users who have subscribed to her company’s video channel, users who haven’t downloaded the app

*** On mobile alone, what platform reaches more 18- to 49-year-olds than any broadcast or cable TV network?

Gmail

Google Maps

YouTube

Google+

*** How can an advertiser set up Google Ads conversion tracking for a TrueView in-stream ad campaign?

By creating a Google Ads conversion tracking code

You can’t measure conversions with the in-stream format

By using YouTube Analytics

By using Google Analytics

*** What’s needed for an advertiser to set up a video ad campaign?

A YouTube video

A conversion rate of at least 5% on the Search Network

A base Google Ads budget in addition to pay-per-click costs

A budget for creating professional video ads

*** The initial remarketing list size for video campaigns includes users from the past:

15 days

You can’t include visitors from past days

30 days

540 days

*** These people are redefining what it means to be a celebrity by being approachable, conversational, and authentic to millions of dedicated followers. They can activate millions of fans with a click of the “publish” button — and some are sharing the spotlight with brands.

Brands

Networks

Fans

Creators

*** Video campaigns can help advertisers optimize for:

views and engagements

conversions

clicks

impressions

*** ________ targeting lets advertisers place ads on specific websites, YouTube videos, and YouTube Partner channels with TrueView ads.

Interest

Contextual

Placement

Topic

*** TrueView video ads can be especially effective for driving what goals?

Consideration and action

Only awareness

Action and awareness

Awareness and consideration

*** You work for an advertiser or agency with an upfront deal. What is the best way to reserve Google Preferred inventory?

Through a third-party provider

YouTube

Through a Google representative

Google Ads

*** An advertiser can use a remarketing tag to target people who’ve:

set up multiple YouTube accounts

subscribed to or unsubscribed from her YouTube channel

posted videos on YouTube that mention her products

searched on YouTube for videos about products like hers

*** The best way to reserve an ad is to:

Create a standard video campaign

Create a reservation campaign in Google Ads

Enter specifications on the “Reservation” tab

Contact a Google sales representative

*** What can you use to connect with people based on their purchase intent?

Custom affinity audiences

Similar audiences

Google’s in-market audiences

Customer Match

*** What is Google’s programmatic buying platform?

YouTube

Google Analytics

Google Ads

DoubleClick Bid Manager

*** True or False: Advertisers have to implement a code to use the remarketing feature on a video campaign.

False

True

*** The most effective way to control the number of times someone sees an ad is by:

Lowering bidding levels

Monitoring audience retention metrics with YouTube Analytics

Setting a frequency cap

Setting a lower cost-per-view (CPV) bid at the target group level

*** The standard companion banner size for TrueView in-stream ads on YouTube is:

300×600

300×250

300×80

300×60

*** Jared would like to use video remarketing to re-engage his current YouTube audience with a new product release. What’s the critical first step he needs to take within Google Ads to start a video remarketing campaign?

Select the viewer actions he wants to target for his list

Link his current Google Ads account to his existing YouTube channel

Add the remarketing list to his campaign

Set the membership duration to Open to ensure he captures all users for an open ended period of time, even new ones

*** You can see average video-view duration metrics in:

reports in Google Ads

the “Audience retention” tab in YouTube Analytics

Google Analytics

the “Campaigns” tab in Google Ads

*** Which ad rotation option can’t be used for video campaigns?

Optimize for clicks

Rotate evenly

Optimize for views

Optimize for conversions

*** In looking at her performance data, Mia recognizes her video ads aren’t driving traffic to her website as well as she had hoped. In particular the clickthrough rates (CTR) are low. What could she do to increase the CTR over time?

Rotate two or three different video ads

Shorten the video ad’s duration

Add a call-to-action (CTA) overlay

Fine tune her target audience

*** True or False: Advertisers can set bids per ad format

True

False

*** Video remarketing is a way to optimize:

video campaigns

conversions

cost-per-view (CPV) bidding strategies

bidding strategies

*** True or False: More than one YouTube account can be linked to a Google Ads account.

False

True

*** What do earned actions measure?

Earned visits to the website and earned comments

Earned visits to the website, earned views, and earned comments

Earned conversions

Earned views, earned comments, and earned likes

*** Which should you consider when evaluating the performance of an advertiser’s TrueView campaign for brand awareness?

View rate and cost-per-click (CPC)

View rate, cost-per-view (CPV), and follow-on views

Clickthrough rate (CTR) and cost-per-click (CPC)

The targeting options that were used

*** What is a key difference between reservation buying and auction buying?

Reservation buying means pre-packaged lineups, while auction buying is for individual impressions.

Reservation buying includes hard-to-sell inventory, while auction buying does not.

Reservation buying is done manually, while auction buying is done through a Google representative.

Reservation buying is done programmatically, while auction buying is done manually.

*** Which is the best tip for optimizing a TrueView video for viewer engagement?

Increase each target group’s bid by 100%

Run both an in-stream and a video discovery version of the ad

Look at engagement rate for targeting and focus on the methods with the highest view through rate

Add exclusions to the campaign

*** Video campaign up and running, check! Now how’s it doing? Holly has just a few minutes to pull some data together on how her audience is responding to the ads. In particular, she wants to know how well her ads are resonating — whether viewers are interacting with the ads they see. What metric should she investigate in Google Ads Reporting?

Clickthrough rate (CTR)

View rate

Viewthrough rate

Cost-per-view (CPV)

*** What are the targeting options for Mastheads?

Visitors to the YouTube homepage in a targeted country

Topics and remarketing

Affinity and remarketing

Affinity, remarketing, and topics

*** _________ ads can be created and managed through Google Ads.

Reserve-bought

TV

Masthead

TrueView

*** What is Masthead billing based on?

Impressions

Clicks

A flat daily fee

Impressions and clicks

*** When is someone added to an advertiser’s video remarketing list?

When she purchases something from the advertiser’s website

When she views the ad

When she views the ad for the second time

When she clicks the ad

*** Linking a YouTube channel to a Google Ads account lets you:

manage one channel from one Google account and let multiple people manage a channel

manage one channel from one Google account

use brand accounts to manage many YouTube channels at once or to manage multiple Google Accounts

manage multiple channels from one Google account

*** Where on YouTube can TrueView video discovery ads run?

Google TV, Google search results, and the Display Network

YouTube homepage, YouTube search results and watch pages

YouTube watch pages and Masthead ads, and Google search results

YouTube videos and Google search results

*** A TrueView video discovery ad needs to be:

more than 30 seconds

about 2 minutes

There isn’t a time limit

less than 30 seconds

*** With a Masthead ad, an advertiser can reserve:

The YouTube homepage

Specific videos

Specific channels

YouTube search pages

*** Which can be done in YouTube Analytics?

Create remarketing lists

Check engagement reports

Check the count of TrueView earned actions

Check the conversion volume

*** Matias is thrilled about including video remarketing in his latest campaign strategy to bolster pre-holiday sales of his company’s new toy release. He is eager to re-engage with his prior customers who are exploring his YouTube content. What benefit of video remarketing meets his need?

It allows for reaching a very broad audience — a scope that includes YouTube, as well as Google’s Search and Display Network.

It’s cost-efficient by remarketing to customers based on past behaviors that may offer a higher return on investment.

It can be set up in Google Ads in a few steps.

It offers the opportunity to target specific customers and create personalized messaging to his audience that has shown interest for similar toys on his YouTube channel.

*** Which ad format gives viewers the choice of whether or not to watch your ad, and helps drive brand consideration?

Mastheads

Bumper ads

TrueView ads

Google Preferred

*** Why is average view frequency important to measure?

It lets you continually track conversions

It shows how often the average person sees or interacts with the ad

It shows you how engaged people are with the ad

It tells you how many people are viewing the ad

*** True or False: IP address exclusion is not available for TrueView campaigns.

*** To run a TrueView video ad, the video must be uploaded to:

YouTube, with the privacy settings changed to “Private”

YouTube, with the privacy settings changed to “Public” or “Unlisted”

an advertiser’s website

any video hosting site

*** True or False: YouTube remarketing lists can be used with standard text and display ads.

False

True

*** A huge fan of both in-stream and discovery ads, what advice would you share with Andreas who would like to set up his video campaign in Google Ads?

Select the video links in the video component Properties panel to add a video to an ad group

Import videos for both in-stream and discovery ads using the import video group feature

Create one ad group for in-stream ads and one for video discovery ads

Create one ad group for both in-stream and video discovery ads

*** Which can’t be added to a TrueView video?

A companion banner

A call-to-action overlay

A ticker tape

A mobile app promo

*** Maria wants to make sure and share her video ads when her target audience is most likely to view them! When setting up her TrueView Standard video campaign in Google Ads, what setting allows her to adjust these parameters?

Bidding

Budget

Mobile and Tablet options

Scheduling and Delivery

*** Sebastien wants to get a good read on how his users are interacting with his videos across different geographies of his target demographic. For example, it would be helpful to know what calls-to-action are driving higher clickthrough rates. In which report of YouTube Analytics would he be able to access this kind of data?

Audience retention report

Watch time report

Engagement report

Likes and dislikes report

*** If an advertiser adds affinity audiences and topics to the same targeting group, a TrueView ad will show:

only on targeted topics

only on targeted affinity audiences

on targeted topics and affinity audiences

only when targeted topics and affinity audiences match

*** TrueView in-stream ads and video discovery ads appear, respectively:

before videos and as clickable thumbnails

to the left and right of videos

at the top and bottom of videos

as clickable thumbnails and before videos

*** TrueView in-stream ads can appear on:

the Google Play Store

Google search results and YouTube watch pages

YouTube Mastheads

YouTube watch pages

*** People are added to an advertiser’s video remarketing list when they:

click a text ad in Google search results

sign in to YouTube

watch, comment on, like, or share the advertiser’s YouTube video

watch, comment on, like, or share a competitor’s YouTube video

*** _________ are optional, clickable thumbnail images that accompanies TrueView in-Stream ad.

TrueView video discovery ads

Companion banners

Companion Mastheads

YouTube Mastheads

*** Which targeting methods can be used with TrueView ads?

Affinity and in-market audiences

Topics

Remarketing

All of the listed answers are correct

*** _______ is used to measure video campaigns.

Cost-per-acquisition (CPA) bidding

Cost-per-thousand-impressions (CPM) bidding

Cost-per-click (CPC) bidding

Cost-per-view (CPV) bidding

*** Call-to-action (CTA) overlays are compatible with:

TrueView video discovery ads only

any TrueView ad format

TrueView TrueView video discovery ads that are at least 30 seconds long

TrueView in-stream ads only

*** Video ads can run on:

YouTube only

Display Network only

YouTube and apps across the Search Network

YouTube and on video partner sites and on apps across the Display Network

*** Video advertising on YouTube lets you:

pay a single monthly fee

use free video analytics

use pay-per-report analytics and pay for click-throughs only

use pay-per-report analytics and pay a single monthly fee

*** If someone clicks a TrueView video discovery ad thumbnail, where do they land?

The advertiser’s YouTube Masthead

The ad’s destination URL

The advertiser’s website

The video on the YouTube watch page or advertiser’s channel

*** With YouTube Analytics, you can track metrics on:

TrueView ad skip rates

playback locations

YouTube session length

cost per channel visit

*** What’s the view rate of a Google Ads campaign that shows 10,000 impressions, 900 views, and 300 clicks?

0.09

0.11

0.2

0.02

*** True or False: To get full access to YouTube Analytics, you need to link your Google Ads and YouTube accounts.

False

True

*** Cards are a great way to increase engagement with your video ad or brand. Where do you create cards?

Bumper ads

Google Preferred

Google Ads

YouTube

*** How can an advertiser calculate the view rate of a video campaign?

By dividing the number of clicks by the number of views

By looking at the percentage of viewers who watched the video until the last quartile

By dividing the number of views by the number of impressions

By dividing the number of impressions by the number of clicks

*** What does average view frequency measure?

All of the listed answers are incorrect

The average number of times people have viewed the ad

The average view rate for the ad

The average number of channel views

*** What benefit of advertising with TrueView best serves a new video advertiser hoping to share his niche brand story with just the right audience?

You can set up a video campaign in just a few minutes.

You can reach a targeted audience on YouTube and with partners across the Google Display Network.

You can measure your sucess using the powerful video performance tools Google Ads Video Analytics and YouTube Analytics.

You can tell a personal brand story.

*** Which devices can an advertiser target with a mobile video Masthead?

Mobile only

Android only

Tablet only

Both mobile and tablet

*** If your client wants to pay only when someone views an ad, you should use:

TrueView ads

Viewable cost-per-thousand-impressions (vCPM) bidding

YouTube homepage ads

Text ads

*** Which of these formats can be booked cross-screen (mobile and desktop)?

Rich Media Layouts Mastheads

Rich Media Custom Mastheads

Video Mastheads

Video Media Layout Mastheads

*** Where would a call-to-action (CTA) overlay show?

On videos on your channel

All of the listed answers are correct

On embedded videos

On TrueView video discovery ads

*** An advertiser is charged for viewing a TrueView video discovery ad when someone:

watches the entire ad

clicks and views the first frame of the ad

shares the ad

watches a TrueView in-stream ad after watching a TrueView video discovery ad

*** Tom has his sights set on this TrueView in-stream ad launching his new food truck company app. What creative element encourages his customers to interact with the ad and actually take action?

Background music

His company logo

A direct call-to-action (CTA)

His company’s brand name

*** If the primary goal for your video campaign is building awareness, what are the KPIs you’d look at?

Clicks, calls, and sign-ups

Sales and purchase intent lift

Views, impressions, unique users, awareness lift, and ad recall lift

View-through rate, watch time, favorability lift, consideration lift, and brand interest lift

*** If the primary goal for your video campaign is influencing consideration, what are the KPIs you’d look at?

Views, impressions, unique users, awareness lift, and ad recall lift

View-through rate, watch time, favorability lift, consideration lift, and brand interest lift

Clicks, calls, and sign-ups

Sales and purchase intent lift

*** What’s the first step when determining the right video solution for your campaign?

Find the KPIs that measure your goal

Choose the video solution that drives that goal

Optimize your campaign

Determine your campaign goals

*** A click on a companion banner:

can direct to an external URL

can direct to a YouTube channel

All of the listed answers are correct

counts as a view even if the person hasn’t watched 30 seconds of the ad

*** TrueView video discovery ads run on:

The Search Network and the Display Network

The YouTube Network

YouTube videos and YouTube search pages

The Display Network

*** Video ads can appear on:

All of the listed answers are correct

Specific YouTube channels

Websites on the Display Network

Specific YouTube videos

*** What’s the maximum length a TrueView video ad can be?

There isn’t a time limit

30 seconds

7 minutes

1 minute, 30 seconds

*** Which can an advertiser include in a TrueView video ad to increase interactivity?

A card

An animated GIF

A scrolling banner

A blinking border

*** True or False: With TrueView in-stream video ads, the advertiser pays when someone hovers their cursor over the ad for 5 seconds.

False

True

*** In which TrueView format(s) can an advertiser use a companion banner?

In-stream and video discovery

All of the listed answers are incorrect

Video discovery

In-stream

*** An advertiser wants to know the minimum amount of money that she must spend on a Google Ads campaign. What should you tell her?

$100.00

$5

There is no minimum

$2

*** What are the three components in the YouTube ecosystem?

Fans, publishers, and producers

Fans, creators, and advertisers

Creators, agencies, and publishers

Brands, publishers, and advertisers

*** Google helps marketers connect with people using what three kinds of data?

Demographic, purchase intent, and declared

Declared, social, and offline

Passion, purchase intent, and personalization

Declared, matched, and demographic

*** A client who wants to advertise before, during, or after popular videos on the Display Network should:

add the keyword “video” to relevant campaigns

create a video ad campaign

add a call-to-action (CTA) overlay to video ads

bundle display ads for each target audience

*** Which is a best practice for a successful TrueView in-stream ad?

All of the listed answers are correct

Use at least 3 types of targeting to find out which performs best

Include a strong call-to-action so the viewer knows what to do

*** What tool measures brand metrics along the marketing funnel like brand consideration or purchase intent?

Google Brand Lift

Video Performance Data

Google Ads Reporting

YouTube Analytics

*** Before finalizing the target audience for his next campaign, Sacha would like to find out more about what his potential audience, especially what they think about his product. What Google tool could he use to gain this insight quickly?

Google Trends

Google Correlate

Google Shopping Insights

Google Surveys

*** A tech-savvy musician, Josef wants to create his first video ad and he has budget to do so! Although he’s a bit concerned about the actual filmmaking part, he is excited to make this ad himself using YouTube’s Director app. Which app feature best supports his need?

The app is available at no cost to him or any businesses — big or small.

It helps connect him with local filmmakers for hire.

It offers 100+ ready-to-go video templates designed for a variety of businesses, including his.

It’s mobile-friendly, so he can easily create his video footage on the go.

*** An advertiser can:

remarket video ads from the Search Network on the Display Network

target viewers who are watching competitors’ ads on YouTube

combine an Google Ads remarketing list with a Masthead ad unit

optimize remarketing by raising bids on topics or channels that generate the greatest ad response

*** What percentage of video views on YouTube come from mobile devices?

Almost 25%

More than 75%

More than 60%

Almost 15%

*** Using tracking code, Google Analytics can report on data from which systems?

E-commerce platforms

Mobile Applications

Online point-of-sales systems

Systems not connected to the Internet

*** To collect data using Google Analytics, which steps must be completed?

Install Google Analytics desktop software

Create an Analytics account

Add Analytics tracking code to each webpage

Download the Analytics app

*** The Analytics tracking code can collect which of the following?

Language the browser is set to

Type of browser

User’s favorite website

Device and operating system

*** When will Google Analytics end a session by default?

After 30 minutes, regardless of user activity on your website

Once the user opens another browser window

When a user is inactive on your site for 30 minutes or more or closes a browser window

At noon every day

*** Once Google Analytics processes data, it’s stored in a database where it can’t be modified.

True

False

*** Which represents the hierarchical structure of a Google Analytics account from top to bottom?

View > Account > Property

Property > Account > View

Account > View > Property

Account > Property > View

*** A user with “edit”? permissions at the Account level will automatically have “edit”? permissions at which other levels?

User

Property

View

Product

*** To locate a property’s Analytics tracking code, which sequence of steps should be followed?

Admin > Tracking Code > Tracking Info

Admin > Tracking Info > Tracking Code

Reports > Audience > Tracking Code

Audience Reports > Settings > Tracking Code

*** To use Analytics to collect website data, what must be added to the website page HTML?

Google campaign parameters

Google Analytics terms and conditions

Google Analytics tracking code

A permissions button

*** Where should the Analytics tracking code be placed in the HTML of a webpage to collect data?

Immediately after the opening <head> tag of your website

Immediately before the closing </head> tag of your website

Immediately after the opening <body> tag of your website

Immediately before the closing </body> tag of your website

*** When a new view is created, what data will be included?

Data from before the view was created

Data from after the view was created

Data from before and after the view was created

No data

*** A deleted view can be recovered by account administrators within how many days?

35

65

95

125

*** What are the options for filtering data in Google Analytics?

Exclude data from a view

Include data in a view

Modify how data appears in your reports

All of the above

*** Why is it important to keep one unfiltered view when using filters with Google Analytics?

To ensure you can always access the original data

In order to configure Goals

In order to use a filter for multiple views

There is no reason to have an unfiltered view

*** In which order does Google Analytics filter data?

Alphabetical order by filter name

The order in which the filters were last edited

The order in which the filters are applied

Randomized order

*** When a filter is applied to a view, what data is affected?

Data from before the filter was created

Data from after the filter was created

All the data available in a view

None of the data available in a view

*** What feature would be used to compare two date ranges in a report?

Hourly, Day, Week, Month views in the time graph

Real-time reports

Date range comparison

Account selector

*** What does the “Users”? metric measure?

The total number of visits to your website

Users that had at least one session on your site in the given date range

Users that landed on the homepage of your website

Users who have signed up to an email newsletter on your website

*** What is the “Bounce Rate”? in Google Analytics?

The number of times unique users returned to your website in a given time period

The percentage of sessions in which a user exits from your homepage

The percentage of total site exits

The percentage of visits when a user landed on your website and exited without any interactions

*** What is a “dimension”? in Google Analytics?

The total amount of revenue a business has made in a given date range.

An attribute of a data set that can be organized for better analysis.

A comparison of data between two date ranges.

A report that offers information about your audience.

*** What is a “metric”? in Google Analytics?

A dimension that can help you analyze site performance.

The dates in your date range.

A segment of data separated out in a report for comparison.

The numbers in a data set often paired with dimensions.

*** What is a “secondary dimension”? in Google Analytics?

An additional widget you can add to a dashboard for more specific analysis.

An additional metric you can add to a report for more specific analysis.

An additional dimension you can add to a report for more specific analysis.

A visualization that allows you to understand the impact of your data.

*** Which Google Analytics visualization compares report data to the website average?

Pivot view

Comparison view

Performance view

Percentage view

*** How can the amount of data in a sampled Google Analytics report be increased?

Apply additional filters

Remove the Secondary Dimension

Choose “Faster response”? in the sampling pulldown menu

Choose “Greater precision”? in the sampling pulldown menu

*** When selecting “Share Template Link”? in the dashboard, what will be shared?

Dashboard only

Data only

Dashboard and data

Neither dashboard nor data

*** When a dashboard is shared, users can edit the dashboard configuration.

True

False

*** What setting must be enabled to view data in Demographics and Interests Reports?

Content Grouping

Advertising features

User permissions on the view

In-Page Analytics

*** What report would best help identify potential browser issues with website traffic?

The Active Users report

The New vs Returning report

The Browser & OS report

The Source/Medium report

*** What report shows what mobile devices were used to view a website?

The Exit Pages report under “Site Content”?

The Landing Page report under “Site Content”?

The Engagement report under “Behavior”?

The Devices report under “Mobile”?

*** Which Traffic Source dimensions does Google Analytics automatically capture for each user who comes to your site?

Source, Keyword, Campaign name

Source, Medium, Keyword

Source, Medium, Campaign name

Medium, Keyword, Campaign name

*** Which “sources”? are available in Google Analytics?

googlemerchandisestore.com

Email

Google

(direct)

*** Which “mediums”? are available in Google Analytics?

organic

cpc

mail.google.com

referral

*** Which “channels” are available in the default Channels report?

Organic Search

Device

Display

Direct

*** What report can show how particular sections of website content performed?

Location

Content Drilldown

Frequency and Recency

Top Events

*** What report lists the website pages where users first arrived?

Events > Pages

All Pages

Exit Pages

Landing Pages

*** What report should be used to check if users are leaving from important pages on your website?

Landing Pages report

All Pages report

Exit Pages report

Pages report under Events

*** Which three tags does Google Analytics require for accurate campaign tracking?

Medium, Source, and Content

Medium, Source, and Campaign

Campaign, Content, and Term

Source, Content, and Term

*** Which tags are standard Google Analytics campaign parameters?

utm_adgroup

utm_source

utm_medium

utm_content

*** To quickly generate campaign tags, what tool should be used?

The Measurement Protocol

The Segment Builder

The URL Builder

The Goal Selector

*** Which formats may be used to add a custom campaign parameter to a URL?

www.googlemerchandisestore.com/?utm campaign = fallsale

www.googlemerchandisestore.com/?utm_campaign=fallsale

www.googlemerchandisestore.com/?utm_campaign=fall_sale

www.googlemerchandisestore.com/?utm_campaign = fall sale

*** Which are examples of Goals in Google Analytics?

Making a purchase

Signing up for a newsletter

Completing a successful Google search

Submitting a contact information form

*** When creating a Goal in Google Analytics, which are required?

Goal Name

Goal Type

Goal Slot ID

Goal Funnel Visualization

*** If the Google Merchandise Store sets up a URL goal of “/thankyou”? and a Match Type of “Begins with”?, which of the following pages on www.googlemerchandisestore.com will count as goals?

/thankyou.html

/thankyou.php

/thankyou/receipt.php

All of the above

*** Google Ads lets users advertise on which properties?

Google Search

Google Display Network

Campaign Manager

Google AdSense

*** What Google Ads report in Google Analytics can show which bid adjustments resulted in higher conversions?

Campaigns

Keywords

Bid Adjustments

Destination URLs

*** When viewing the Mobile Overview report below and comparing “Made a Purchase” and “Didn’t make a purchase” segments, which conclusion is recommended?

Most users who converted were using desktop.

The Google Store should optimize their site for tablet.

The Google Store shouldn’t bother developing for mobile.

There must be an issue with the checkout flow on desktop.

*** Which report, without additional configuration, shows e-commerce conversion rates for users on Tablets?

Conversions > Ecommerce > Overview

Audience > Mobile > Overview

Audience > Cross-Device > Device Paths

Audience > Mobile > Devices

*** Which feature enables you to analyze up to 3 dimensions at once?

Explorer report

Primary dimension

Pivot table

Table filter

*** Which setting do you use to change the metric displayed in the table?

A

B

C

D

*** If one of your site’s paid traffic sources had a low ecommerce conversion rate, which actions should you take? (select two)

Immediately stop investing in marketing for the source.

Immediately increase marketing spend for the source.

Determine whether the traffic source fulfills other site goals.

Determine whether the source assists in conversions.

*** You have a goal configured for newsletter signups. You want to determine which traffic sources are sending you the most users who’ve signed up for your newsletter. In this All Traffic report, which setting should you adjust to find this data?

A

B

C

D

*** How would you view data for Revenue, Transactions, and Average Order Value per traffic source?

View the All Traffic > Source/Medium report and select “Ecommerce” in the Explorer tab.

View the Ecommerce > Sales Performance report and add Source/Medium as a secondary dimension.

View the Ecommerce > Overview report and select “Avg. Order Value” as a metric in the time graph.

View the Mobile > Overview report and select “Ecommerce” in the Explorer tab.

*** In this Channels report, we’ve clicked into the Referral channel. What are the two top sources of users in the Referral channel?

Organic Search and Social

Youtube.com and Mall.googleplex.com

Mall.googleplex.com and Analytics.google.com

Google and Direct

*** What does “(Other)”? indicate in the Channels report? (select two)

(Other) sessions have no campaign value attached to them.

(Other) sessions have no source value attached to them.

(Other) sessions cannot be categorized in any of the channels in this channel grouping.

Investigate (Other) to see if sessions could be categorized by defining a new channel.

*** Where can you view a heatmap reporting users by time of day?

Analytics > Home

Analytics > Audience

Analytics > Acquisition

Analytics > Real-Time

*** You’re running an email promotion providing a discount to users with a birthday in the month of September. What metrics and dimensions should you include in a custom report to determine the day and time when users are most likely to complete a purchase?

Users, Time, Day

Day Index, Hour, Sessions

Hour of Day, Sessions, Transactions

Day of Week, Hour, Ecommerce Conversion Rate, Sessions

*** When used as a content site KPI, what does a high Average Time on Page indicate about a specific page’s performance?

Strong performance: Users are highly engaged with the page.

Poor performance: Users are struggling with the page.

It depends on the specific page and its purpose.

Average Time on Page should never be used as a KPI for a content site.

*** In what scenario would you use a custom metric?

To track the number of minutes played for each video on your site

To find out the average number of pageviews per user

To see how often a page was the landing page for sessions including that page

To record the title of a video watched on your site

*** What can be used to measure scroll depth in Google Analytics?

A custom dimension

Event tracking

Scroll Depth is a standard Google Analytics metric.

It’s not possible to track scroll depth with Google Analytics.

*** When tracking both ecommerce and goals, what are two ways to analyze Page Value based only on ecommerce? (select two)

Use a table filter to exclude goal pages.

Define a segment to exclude sessions where a goal occurred.

Create a view that tracks ecommerce but doesn’t define any goals.

Assign goal values based on average revenue calculated outside of Google Analytics.

*** Assuming that ecommerce tracking and/or goals are configured, which of the following Analytics reports does NOT show conversion rates?

Landing Pages

All Pages

Source/Medium

Mobile Overview

*** What are two benefits of the Reverse Goal Path report? (select two)

Discover common goal paths you may not have considered.

Identify top goal paths and optimize navigation or messaging for even more conversions.

Identify drop-off points between steps in various goal paths.

Automatically track conversions without manually configuring goals.

*** How could you compare the conversion rate for when the “About Us” page was viewed versus when the page was not viewed?

Compare “About Us” page metrics in the Landing Pages report with “About Us” page metrics in the All Pages report.

Identify the Page Value for the “About Us” page and compare this metric across all other pages.

Create a custom segment including sessions with visits to the “About Us” page, and another segment for sessions where users did not visit the “About Us” page. Apply the two segments to the Ecommerce Overview report and compare conversion rates.

Use the Reverse Goal Path report to compare number of goal completions among rows including the “About Us” page.

*** What actions must you take to enable Enhanced Ecommerce in Google Analytics? (select two)

Implement Enhanced Ecommerce on your website.

Enable Enhanced Ecommerce Reporting in your Analytics view.

Enable Checkout Labeling in Ecommerce settings.

Assign values to all Analytics goals.

*** What can the Product List Performance report be used for? (select three)

Identify a list of products to remove from your website.

Identify low performing Product Lists for optimization opportunities.

Analyze how the order of products in a product list may impact performance.

Compare product performance across multiple Product Lists.

*** In this Product List Performance report, which product list and list position is most efficient at driving product clicks?

Position 1 on the Homepage Promo list

Position 1 on the Similar Products list

Position 3 on the Homepage Promo list

Position 3 on the Similar Products list

*** You’re evaluating whether high resolution product images on product detail pages is worth the investment. What metric tells you how often a product was purchased after its detail page was viewed?

Cart-to-Detail Rate

Buy-to-Detail Rate

Average Price

Product Adds

*** In this Product Performance report, which product indicates potential issues with the product details page?

22 oz. Mini Mountain Bottle

Travel Journal

Organic Basic T-Shirt

Men’s Heather T-Shirt

*** What can the Shopping Behavior Analysis report tell you? (select two)

How users moved from one stage of purchasing to the next.

Where users abandoned the shopping funnel.

Errors on the “Billing and Shipping” page.

Top channels driving sessions with check-outs.

*** In this Checkout Behavior Analysis report, which step in the checkout process should you optimize based on its drop-off rate?

Billing and Shipping

Payment

Review

Sessions with Transactions

*** Which report would you use to build a segment of users who abandoned a specific step of the checkout path?

Shopping Behavior Analysis

Product Performance

Ecommerce Overview

Checkout Behavior Analysis

*** You decide to run a landing page experiment to test a new carousel which highlights your top performing products. Which two reports could you use to determine which products to highlight? (select two)

Shopping Behavior Analysis

Product Performance

Ecommerce Overview

Sales Performance

*** What feature collects company-specific data such as Member Status?

Custom Filter

Event Tracking

Custom Dimension

Custom Metric

*** Which kinds of hits does Google Analytics track?

Pageview

Event

All of the above

Transaction

*** To recognize users across different devices, what feature must be enabled?

Audience Definitions

Attribution Models

Google Ads Linking

User ID

*** In Multi-Channel Funnel Reports, how are default conversions credited?

Second to last campaign, search or ad

Equal credit along the conversion touchpoints

Last campaign, search or ad

First campaign, search or ad

*** What report indicates the pages of a website where users first arrived?

Landing Pages report

Pages report

Location report

All Pages report

*** What feature is required to send data from a web-connected device (like a point-of-sale system) to Google Analytics?

The Measurement Protocol

Data Import

Browser cookies

The Networking Protocol

*** What is not considered a default “medium” in Google Analytics?

referral

google

organic

cpc

*** What is the set of rules that determines how sales and conversions get credited based on touch-points in the conversion path?

Attribution modeling

Conversion tracking

Channel Groupings

Multi-Channel Funnels

*** What metric-dimension combination is not valid?

Avg. Time on Page / Device Category

Sessions / Bounce rate

Sessions / Source

Total Events / User Type

*** Which reports indicate how traffic arrived at a website?

Demographics

Geo

All Traffic

Behavior

*** In views that don’t have data import enabled, Custom Dimensions values may be viewed for dates before the Custom Dimension was created.

TRUE

FALSE

*** Custom Dimensions can be used as what?

Primary dimensions in Custom Reports

All of the above

Secondary dimensions in Custom Reports

Secondary dimensions in Standard reports

*** What feature must be enabled to use Multi-Channel Funnels?

Custom Dimensions

Advertising Features

Goals or Ecommerce

In-page Analytics

*** What data table display compares report metrics to the website average?

Pivot

Percentage

Performance

Comparison

*** View filters are applied in what order?

Creation date

Random order

Sequential order

Alphabetical order

*** Auto-tagging is used to collect data from what kind of traffic?

Social media traffic

Social media traffic

Google Ads Campaign traffic

Website referral traffic

*** What report indicates where users start or exit the conversion funnel?

Goal Flow

Treemaps

Cohort Analysis

User Timings

*** Which parameters can be included with an event hit for reporting?

Event, Category, Action, Label

Category, Action, Label, Unique Events

Category, Action, Label, Value

Category, Action, Label, Total Events

*** What Remarketing audiences cannot be defined by default?

Users who speak a particular language

Users who visited a physical store

Users who played a video on a website

Users who visited a specific page on a website

*** What data is Google Analytics Goals unable to track?

Customer’s lifetime value

Making a purchase

Signing up for a newsletter

Watching a video

*** In Custom Reports, what must metrics and dimensions share in order to report accurately?

Same view

Same scope

Same Custom Report

Same index

*** What is used to create Smart Goals?

Machine-learning algorithms

Custom Reports

Analytics Goals

Remarketing audience

*** Which three campaign parameters are recommended to manually track campaigns?

Medium, Source and Content

Campaign, Content and Term

Medium, Source and Campaign

Source, Content and Term

*** Filters cannot perform what action on collected data?

Include data from specific subdomains

Include shopping preferences

Convert dynamic page URLs to readable text strings

Exclude traffic from particular IP addresses

*** If a user watches a video with event tracking three times in a single session, Analytics will count how many Unique Events?

2

6

1

3

*** What scope levels available for dimensions and metrics?

Event-level, duration-level, transaction-level, or user-level scope

Event-level, session-level, transaction-level, or user-level scope

Location-level, duration-level, product-level, or user-level scope

Hit-level, session-level, product-level, or user-level scope

*** Which assets cannot be shared in the Solutions Gallery?

Goals

Segments

Custom reports

Custom Dimensions

*** Which Goals are available in Google Analytics?

Destination, Event, Duration, Pages/Screens per Session

Location, Event, Time, Users per Session

Destination, Event, Pageview, Social

Pageview, Event, Transaction, Social

*** What report identifies browsers that may have had problems with a website?

The Active Users report

The Browser and OS report

The Source/Medium report

The New vs Returning report

*** What scope would be set for a Custom Dimension that reports membership status for a customer rewards program?

Session

Hit

Product

User

*** To track users and sessions across multiple domains, what first must be set up?

Data Import

Ad Exchange Linking

Cross-domain tracking

Google Ads Linking

*** When the same default tracking code is installed on pages with different domains, what will result?

Analytics will associate users and sessions with a single domain

Analytics will not associate users and sessions with any domain

Analytics will send an alert about duplicate data collection

Analytics will associate users and sessions with their respective domains

*** What feature would be used to collect how many times users downloaded a product catalog?

Custom Report

Event Tracking

Calculated Metrics

Custom Dimension

*** What is a “secondary dimension” in Google Analytics?

An additional report dimension for more specific analysis

A dashboard widget that offers more specific analysis

A visualization to understand the impact of data

An additional report metric for more specific analysis

*** When will Google Analytics be unable to identify sessions from the same user by default?

When the sessions happen in the same browser on the same device

When the sessions share the same browser cookie

When the sessions happen in different browsers on the same device

When the sessions happen in the same browser on the same day

*** What report shows which web pages get the most traffic and highest engagement?

Frequency and Recency report

Active Users report

Engagement report

All Pages report

*** What is not considered a “source” in Google Analytics by default?

email

(direct)

google

googlemerchandisestore.com

*** If a user visits a web page with an embedded video, leaves without clicking on anything, and the session times out, how will Google Analytics report the session?

As an event

As a click

As a bounce

As an interaction

*** What is not a benefit of Google Analytics Remarketing?

Show customized ads to customers who have previously visited your site

Allow customers to quickly reorder an item they have previously purchased

Create remarketing lists without making changes to your existing Analytics snippet

Create remarketing lists based on custom segments and targets

*** View filters may be applied retroactively to any data that has been processed.

False

True

*** What report shows the percentage of traffic that previously visited a website?

Behavior > Frequency and Recency report

Interests > Affinity categories report

All traffic > Referrals report

Behavior > New vs returning report

*** Once filters have been applied, what is the option to recover filtered data?

Filtered data is not recoverable

Data may be recovered within 10 days

Data may be recovered within 30 days

Data may be recovered within 5 days

*** For autotagging, what parameter does Google Ads include in the destination URL?

adid=

urlid=

utm=

gclid=

*** What report shows the percent of site traffic that visited previously?

Sales Performance report

Frequency & Recency report

Referrals report

New vs Returning report

*** To view accurate data in a Custom Report, what action should be avoided?

Pair metrics and dimensions of different scopes

Use multiple dimensions together in the same report

Create a report with Custom Metrics

Use a Custom Dimension as a primary dimension

*** How would a view filter be configured to include only users from Brazil and Argentina?

Filter 1: include Brazil > Filter 2: include Argentina

Filter 1: include Argentina > Filter 2: include Brazil

Filter 1: include Brazil or Argentina

Filter 1: exclude all countries except Brazil and Argentina

*** What cannot be collected by the default Analytics tracking code?

Device and operating system

User’s favorite website

Page visits

Browser language setting

*** Views can include website data collected before the view was created.

FALSE

TRUE

*** What report shows which types of mobile devices visited a website?

Technology > Network report

Site Content > Landing Page report

Mobile > Devices report

All Traffic > Source/Medium report

*** Within how many days can a deleted view be restored?

25

5

35

15

*** What is not a benefit of using segments to analyse data?

Isolate and analyse specific conversion paths using conversion segments

Permanently modify the data in a view

Analyse users by single or multi-session conditions

Compare behavior metrics for groups of users like Converters vs non Converters

*** What report provides data on how specific sections of a website performed?

Location report

Frequency and Recency report

Content Drilldown report

Top Events report

*** What criteria could not be used to create a Dynamic Remarketing audience?

Users who returned an item they purchased

Users who viewed a homepage

Users who viewed a search result page on a website

Users who viewed product-detail pages

*** What report shows a visual representation of user interactions on a website?

Behavior Flow report

Landing Pages report

Content Drilldown report

Treemaps report

*** A new Custom Channel Group may be applied retroactively to organise data that has been previously collected.

True

False

*** When linking a Google Ads account to Google Analytics, what is not possible?

Import Analytics Goals and transactions into Google Ads as conversions

Adjust keyword bids in Google Ads from Google Analytics

View Google Ads click and cost data next to site engagement data in Analytics

Create remarketing lists in Analytics to use in Google Ads campaigns

*** What asset is used to build a remarketing list?

Custom Dimension

Custom Segment

Custom Report

Custom Metric

*** If the Google Merchandise Store sets up a URL goal of “/ordercomplete” and a Match Type of “Begins with”, which of the following pages on www.googlemerchandisestore.com will NOT count as a goal?

/ordercomplete.php

/ordercomplete/index.html

/ordercomplete/thank_you.html

/order/complete.php

*** What does assigning a value to a Google Analytics Goal enable?

Track actual revenue from conversions

Track real-time business revenue

Analyze a website conversion funnel

Compare goal conversions and measure changes to a website

*** When does a default Analytics session expire?

When a user is inactive on a web page for more than 30 minutes

After 30 minutes, regardless of user activity on a web page

At noon every day

When a user opens a new browser window

*** What report indicates the last page users viewed before leaving a website?

Landing Pages report

All Pages report

Exit Pages report

Pages report

*** Google Analytics cannot collect data from which systems by default?

Offline inventory database

Websites

Online point-of-sale systems

Mobile devices

*** What would prevent data from appearing in a Custom Report?

Too many metrics in a Custom Report

A filter that removes all the data

Custom Report isn’t shared with users in the same view

Too many dimensions in a Custom Report

*** Where should the Analytics tracking code be placed in the HTML of a webpage for data collection?

Just after the opening <head> tag

Just before the closing </body> tag

Just after the opening <body> tag

Just before the closing </head> tag

*** Segments will not allow you to do what?

Create subsets of sessions or users

Permanently alter data

Build custom Remarketing lists

Isolate and analyze data

*** To recognize users across different devices, what is required for User ID?

A new Analytics account for reporting

Google Tag Manager

Sign-in that generates and sets unique IDs

All of the above

*** What channel is not included in the default Channels report?

Direct

Display

Organic Search

Device

*** What is not a filter setting for data in views?

Modify

Include

Restore

Exclude

*** What feature can join offline business systems data with online data collected by Google Analytics?

Data import

Goal tracking

User ID

Google Ads Linking

*** Which reports indicate how website referrals, organic search and ad campaigns assisted in conversions?

Goals reports

Acquisition reports

Multi-Channel Funnel reports

Ecommerce reports

*** In Multi-Channel Funnel Reports, what channel would not be credited with a conversion?

Paid and organic search

Website referrals

Social network

Television commercials

*** What type of Custom Report shows a static sortable table with rows of data?

Flat Table

Explorer

Map Overlay

Pivot Table

*** What feature is required to track customer search terms on a website?

Enhanced Ecommerce

Site Search

Data Import

Search filters

*** What is a “metric” in Google Analytics?

The numbers in a data set often paired with dimensions

The dates in a date range

A segment of data separated out in a report for comparison

A dimension that can help analyze site performance

*** What criteria cannot be used to create a Custom Segment?

Ad type

Dimensions

Metrics

Sequences of user actions

*** Which default traffic source dimensions does Google Analytics report for each website visitor?

Campaign and Ad Content

Source and Campaign

Source and Medium

Campaign and Medium

*** Which user characteristic may NOT be used to change keyword bids in Google Ads?:

time of day

location

device

ad preference

*** When does the Analytics tracking code send a pageview hit to Google Analytics?

Every time a user adds an item to an online shopping cart

Every time a user clicks a video on a website

Every time a user searches on a website

Every time a user loads a webpage with embedded tracking code

*** What campaigns require manual tags on destination URLs for tracking?

None of the above

Google Ads campaigns

Autotagged campaigns

Email campaigns

*** What filter would only include data from a campaign titled “Back to School” in Campaign reports?

Custom Include filter with field “Page Title” and pattern “back to school”

Custom Include filter with field “Campaign Name” and pattern “back to school”

Custom Search and Replace filter with field “Campaign Name”, string “back to school”, and pattern “include”

Predefined Include filter with “traffic to the hostname” “that are equal to” “back to school”

*** What scope applies to Custom Metrics?

*** What report compares metrics based on user acquisition date over a series of weeks?

User Explorer

Active Users

Users Flow

Cohort Analysis

*** The default session timeout duration in Google Analytics is how many minutes?

5

10

30

20

*** What data does Google Analytics prohibit collecting?

Product SKU(s)

Billing city

Purchase amount

Personally identifable information

*** Using a standard Google Analytics configuration, which characteristics cannot be used to create a custom segment?

Users 25 to 34 years old who have their browser set to Spanish

Users who engaged in a social media or email campaign

Users who viewed a page on a website, then watched a video

Users who are female and have children

*** If a Destination Goal is created for a newsletter sign-up and a user completes the newsletter sign-up three times in three separate sessions, how many Goal conversions will Google Analytics count?

3

2

6

1

*** What is a “dimension” in Google Analytics?

An attribute of a data set that can be organized for better analysis

The lifetime value of a user in a given date range

A report that offers different demographic information about your audience

A comparison of data between two date ranges

*** What feature is required to collect the number of comments users posted to a web page?

Custom Channel Groupings

Calculated Metric

Custom Dimension

Custom Metric

*** Which metric reports on how often a channel contributes to a conversion prior to last-click attribution?

Primary conversion

Second-to-last-click attribution

Assisted conversion

Secondary conversion

*** What is the “Bounce Rate” in Google Analytics?

Percentage of visits when a user landed on a website and exited without any interactions

Number of times users returned to a website in a given time period

Percentage of total site exits

Percentage of sessions in which a user exits from a homepage

*** What model represents the hierarchical structure of a Google Analytics account?

Property > Account > View

Account > Property > View

View > Account > Property

Account > View > Property

*** To increase the speed at which Google Analytics compiles reports, what action could be taken?

Choose “Faster response” in the sampling pulldown menu

Apply an advanced filter to the report

Remove any filters on the view

Choose “Greater precision” in the sampling pulldown menu

*** Sampling is applied to reports before segmentation.

*** If a web page visitor clears the Analytics cookie from their browser, what will occur?

All of the above

Analytics will set a new browser cookie the next time a browser loads a tracked page

Analytics will set a new unique ID the next time a browser loads a tracked page

Analytics will not be able to associate user behavior data with past data collected

*** Which reports require the activation of Advertising Features?

Geo reports

Cohort Analysis reports

Real-time reports

Demographics and Interests reports

*** When does the tracking code send an event hit to Google Analytics?

Every time a user performs an action with pageview tracking implemented

Every time a user adds an event to their calendar

Every time a user performs an action with event tracking implemented

Every time a user makes a reservation

*** What campaign parameter is not available by default in Google Analytics ?

*** Sharing a Custom Report will share the report configuration and data included in the report.

TRUE

FALSE

*** What’s the biggest challenge for most businesses when going online?

Planning a budget

Developing a plan

Optimising a website

Defining a customer base

*** Web analytics can tell you many things about your online performance, but what can analytics tools not tell you?

What your customers are doing on your website

Where your customers have come from before visiting your website

Where your customers go after leaving your website

What your customers are looking for on your website

*** Website hosting servers have their own unique IP address, what does this address consist of?

Numbers and letters

Numbers

Letters

Letters and symbols

*** When defining a strategy for your business, how can competitor analysis help you establish a USP (or Unique Selling Point)?

It can enable you to offer discounts that compete directly with your competitors’ pricing

It can identify how your offering is different in comparison to your competitors

It can give you deeper insight into the market and their approach

It can reveal which additional regions you could be operating in so that you can grow your business

*** You notice that when people see images of your products online, you have an increase in conversions or sales. Which customer touchpoint could you use to take advantage of this insight?

Shopping bags

Blog content

YouTube

Social media

*** How can businesses benefit from using analytics on their website?

It will show you where your audience comes from

It will list which pages your audience does not like

It will show where your customers go after they’ve left your site

It will show you why your audience visit your site

*** Websites are hosted on a server and each of these servers has its own unique IP address. What does the ‘IP’ stand for?

Internet Position

Internet Placement

Internet Privatisation

Internet Protocol

*** When designing content as part of your content marketing strategy, what does the ‘Think’ stage represent in the ‘See, Think, Do, Care’ framework?

The consideration phase, when customers start to research potential products to buy

The finance stage, when customers think about their budgets

The action stage, the moment when customers commit and purchase your product

The sharing stage, when customers share images and feedback on your products

*** Which are the first steps you should consider when constructing an online business strategy?

Understand the target audience

Change your mission statement to match the goals

Create goals and identify a USP

Define and segment your audiences

*** Where does the domain name of a website primarily sit?

In the URL

In the coding of your header image

In your navigation menu

In your logo’s hyperlink

*** When planning your website, what is one of the key things you should consider?

The order your products will appear on the site

What you want your customers to do on the site

How customers will interact with the site

What your customers want to see on the site

*** When considering whether to have a web presence for your business, which of the following is not a major factor?

Technology

Cost

Scope

How long you’ve been in business

*** When you’re building a business website, what purpose does a server have?

It manages your website

It hosts your website

It promotes your website

It secures your website

*** When looking to advertise a new business online, what is one of the major benefits of display ads?

They are seen by everyone

They have higher click-through rate

They can come in many different formats

They don’t cost too much to set up

*** Imagine a customer has downloaded an app made by their local hardware store. How could that business connect with their audience through the app?

Call the customer when there is an offer they’d enjoy

See where their customers are and monitor their shopping behaviours

Send them offers when they enter a certain geographical area

Add items to their in-app basket that you think they’d like

*** What is the term we use to describe how search engines categorise each piece of content?

Listing

Crawling

Indexing

Ranking

*** When using a search engine, what is the name of a word or phrase somebody types to find something online?

Search phrase

Search term

Search query

Search word

*** When looking to optimise the performance of a website to improve its search engine ranking, using ‘long tail keyword terms’ in your SEO plan often allows you to…

Outrank lots of larger, more established companies

Find more opportunities

See more traffic than short tail keywords

Perform better on social media

*** Gaining backlinks to your website is a great way to improve the SEO performance. What best practice will encourage people to link back to your site?

Pay people to link back to your site

Write some great content they will find useful

Ensure your staff link back to your site

Link to them first, regardless of whether they have anything interesting on their site

*** There are many ways you can improve the performance of a website from an SEO perspective. When it comes to link building which of the following statements is accurate?

The quantity of links is important, not the quality

The quality of links is important, not the quantity

Links hidden within code on sites improves your SEO performance

Links hidden within images on sites improves your SEO performance

*** Which of the following will be achieved by including an offer in a Search Engine Marketing (SEM) ad?

It will help the ad stand out and encourage people to click it

It will guarantee the ad appears at the top of the search results

It will increase the amount of users across your entire website

It can increase the quality score of your ad

*** Fill the blank: When managing SEM campaigns, the best way to optimise your quality score is to improve the _________ of your keywords, adverts, and landing pages.

relevance

conversion

clicks

importance

*** When fine-tuning paid search ads, you change a broad-match keyword to a phrase-match keyword using which symbol?

Quotation marks

Apostrophes

Italics

Square brackets

*** When running a search engine marketing campaign, what goal do you expect to achieve by having conversion tracking on your site?

To see personal data about the person who bought from you

To understand what is working and what is not

To increase your budget to get more traffic

To advertise internationally more easily

*** Search engines see the content on a website as written code, how can you help search engines identify the images on your website?

Place them well within your text

Make them eye-catching

Put branding on them

Give them descriptive names

*** When looking to increase the presence of a website, putting together your search engine optimisation plan will help you plan your steps. Which activity would be first on the list?

Choosing what images to put on your website

Reserving all the social profiles that you will be using for the business

Finding people who will link back to your website

Keyword Research

*** When optimising a website for search, what impact do meta and title tags have on the search engine?

They are hidden messages that have no bearing on search engines

They are the on-page content that appears on your homepage, telling search engines what you do

They are automatically generated and help websites rank within search engines

They are embedded messages that help the search engine determine what’s on the page

*** When advertising on search engines, if you bid the same as your competitor, having a higher quality score will mean you appear where in comparison?

Alongside them

Below them

On the next page after them

Above them

*** When advertising using Search Engine Marketing (SEM), you only pay…

when your ad appears within the search results

when a conversion happens on your website

when your ad is clicked by someone

when someone stays on your website for more than 2 minutes

*** What can you achieve if you divide your search engine marketing account into relevant campaigns and ad groups?

Drive more traffic to your website

Target more people in different areas of the world

Ensure people see relevant ads that relate to their search query

Stop using negative keywords

*** What is the most important thing to consider when optimising a search engine marketing campaign?

Increasing the bid for the keywords you are targeting

Increasing the relevance of the keywords, ads, and landing page

Adding lots of keywords to the campaign to get more traffic

Continually changing the ad copy

*** What’s the first step in the search engine optimisation process for your website?

Off-site optimisation

Keyword research

Writing fresh content

Setting an ad budget

*** When ranking websites on search engine results pages, which element of a website do search engines value the most?

How long the content on the page is

If you mention keywords over 50 times in a short piece of content

Unique, engaging, relevant content

Where you are in the world when adding content to your site

*** A lot of factors can affect how well a website will rank on search engines. What role does metadata have in this process?

Helps your website stand out from the competition

Allows you to input lots of keywords so that you appear for all of them

Provides search engines with more consistent and clear information about what’s on the website

Allows you to place sales promotion offers within the search results

*** Which of the following is a benefit of Search Engine Marketing (SEM)?

Reach out to potential customers actively looking for your product or service

Create different types of ad formats to show to potential customers

Target people based on their interests and habits

SEM is a lot cheaper than any other advertising medium

*** If you want to track a completed order in your website, what would be a proper place to add the conversion tracking code?

Website’s homepage

Order confirmation page

Order form page

Contact us page

*** Fill the blank: When optimising SEM campaigns, negative keywords _________ your ads from appearing when people search for things that aren’t relevant to your business.

prevent

secure

increase the chance of

decrease the chance of

*** Fill the blank: ‘Search engines _________ the internet to discover content.’

index

crawl

investigate

rank

*** What are three key considerations when evaluating keywords for search engine optimisation?

Competition, cohesiveness, relevance

Frequency, competition, relevance

Relevance, cohesiveness, execution

Frequency, execution, relevance

*** We use them every day, but what is the overall purpose of a search engine?

To position websites based on how popular they are

To display websites in a random order to increase site traffic

To ensure every business gets an equal number of site visits

To help the user find the most relevant answer to their query

*** Which search query would trigger an ad based on this keyword: [London portrait photographer]?

Portrait photographer London

London photographer

London portrait photographer

Photographers in London

*** Google Search Console “Crawl” reports let you monitor…?

*** To improve your website’s SEO performance, when should you consider updating your SEO plan?

When you write a new blog post

When you have a sale or promotion

When you add a new service or product

When you employ new staff

*** When trying to promote your business locally, what three key bits of information should be present in your directory listing?

Business name, address, phone number

Personal name, business name, postcode

Name, PO box, freephone number

Business name, CEO, company registration number

*** Fill the blank: When it comes to promoting a business locally, search engines can _______________ your business in the search results page if the user is near your location.

prioritise

highlight

hide

promote

*** Using social media for business purposes can be very different to running personal profiles. If you’re looking to attract people to your social network, what tone of voice should you consider?

Stern & Serious

Serious & Honest

Fun & Inviting

Engaging & Inviting

*** When it comes to knowing which social media platforms to focus your efforts on, how can you work out which one will work best for you?

Compare follower numbers across platforms

Use online analytics tools to measure engagement

See what competitor businesses are using

Ask friends and family which platforms they use

*** Mobile apps are a great tool to engage with customers on the go. What is one of the major benefits of a mobile app over a website?

Apps allow you to send push notifications

Apps are easy to access on the app store

Apps generally work on more mobile devices

Apps allow you to collate more data on your customers

*** When looking to create video content for your marketing strategy, what three best practices should you look to include?

Short, technical, include a call to action

Relevant, short, entertaining

Short, entertaining, include a call to action

Short, relevant, include a call to action

*** Fill in the blank: When search engines use factors like geolocation, IP address and location based search terms to produce geographically tailored results, this is called _____________.

Local Search

Geo search

Mobile search

Organic search

*** Why is it important to reach customers on their mobiles when advertising locally?

People use their phones while they are on the go

Ads are smaller in mobile devices and therefore cheaper

People prefer to receive adverts on their mobile

Everyone has a mobile phone

*** When looking to promote a business on social media, what is a good way to grow your social media following or engagement quickly?

Paid advertising

Pay for followers

Follow all of your competitors’ followers

Overuse hashtags

*** When building a website for a business, what type of design should it have in order to be “mobile friendly”?

A scaled design

A visual design

A responsive design

An integrated design

*** When designing mobile advertising campaigns, what is a best practice to identify which keywords to target?

Ask your audience what they search for when looking for similar products

Use the Google Keyword research tool or Bing Keyword research tool

Use a tool to harvest the keywords your competitors are using

Use all the usual keywords from your website in your advertising account

*** “Because online attention spans are shorter, a great hook or opening sentence is important to draw people in.” What is this a best practice example of?

Writing engaging online copy

Keeping the target audience in mind

Understanding the user journey

Being consistent in your approach to copy

*** Why is social media a great tool for your business to build trust and engagement with your audience?

You can share offers and discounts exclusively to your following

You can share blogs from other businesses to cover more than what you do

You can share honest reviews about your product or service

You can connect with customers at any time of the day

*** What type of tool can be used to monitor and evaluate your social media audience’s actions on your website?

Content scheduling tools

Audience profiling tools

Social media analytic tools

Website analytic tools

*** Which of the following is a core benefit that content marketing can bring to a business’s online presence?

It can improve sales by directing more traffic to your website

It can enable a business to create a bank of content, which can be reused to create ads

It helps a company identify its biggest competitors

It provides you with another channel to push sales and promotional messages to customers on a regular basis

*** When looking to get noticed locally online, what information should you ensure is on your website as a minimum?

Your social media links

An interactive map

Your physical location details

Business registration number

*** When looking to promote your products and services locally, what are the benefits of using search engine ads?

Everyone uses search engines

You can target ads to a specific geographic area

You can target ads to specific genders

Search ads are cheaper than display adverts

*** When it comes to mobile, how would you define usability?

The visitor’s time navigating your site

The visitor’s experience on your site

The visitor’s general time on your site

The vistior’s purpose when on your site

*** Which of the following actions would be most effective for a business to take in order to help them progress towards achieving their content marketing goals?

Personalising content to make each customer feel important, taking into account available data about each individual customer.

Reducing the number of channels used for content marketing to only those channels with the highest referral numbers, thus saving money

Identifying audiences who view their content, and ensuring those specific audiences get targeted in the future, with the aim of increasing sales

Refining their content marketing strategy as they go, taking into account available data and metrics

*** With more and more users using mobile to look at websites, it is key that you optimise your site so users can find it when searching online. Which two elements should you look to optimise for improved SEO performance?

Site speed and usability

Keywords and metadata

Image size and navigation

Site speed and visual appearance

*** Mobile advertising is a great tool for marketers, but all that good work could be undone if your website isn’t what?

Optimised for different devices

Visually engaging

Full of relevant information

Text heavy

*** Which of the following tools could be used to gain an insight into the phrases and questions people search for about a given subject online?

Answer The Public

Google Ads Editor

Facebook business manager

EM Rush

*** Digital marketing isn’t just about selling your products internationally. It can be used to great effect for local businesses. What do we mean by ‘local businesses’?

A business that operates from a specific geographic location

A business that is within a 5km radius from the customer

A business that has existed within a community for more than 5 years

A business that only provides a service based product

*** Which of the following would be described as a good business goal to set for your social media campaigns?

Increase staff morale

Increase audience engagement

Increase customer satisfaction

Increase overall profit

*** When looking to advertise your business to mobile users, social media advertising can be really effective because…

it allows you to target people who have ad blockers enabled

it can be seen by people who aren’t logged into their accounts

it allows you to target people based on their likes and interests

it doesn’t cost too much to spread your ads far

*** There are lots of social media platforms out there, but what is a benefit of using smaller, more niche social media platforms for your business?

People on niche platforms are more likely to engage with you

Your content will be put in front of specific audiences

Your content will be seen by a mix of different people, gaining more views and likes

It enhances your brand to be seen on more specific social media platforms

*** What are the benefits of using social media when looking to advertise your business locally?

People trust local businesses on social media

You can target ads to a specific local audience

You can make video ads promoting the area

People use social media more than they use search engines

*** Local directories are a great tool for getting noticed locally online. What would be the first step in using a directory?

Research competitors

Create a listing

Create an ad

Post a link

*** Building a plan will help you to focus your efforts when using social media. What should you consider when making your social media plan?

Your audience’s data

Your audience’s interests

You audience’s available income

Your audience’s offline behaviour

*** When looking at your email marketing metrics, Click Through Rate (or CTR) highlights which of the following insights?

% of people that made a purchase after receiving the email

% of people that opened the email out of the total recipients

% of people who clicked on a link in the email out of the total recipients

% of people who were sent the email against the total number of conversions made

*** When advertisers run online ads that typically include an image for people to click on, it’s called…

Search Engine Optimisation

Banner advertising

Display advertising

Webpage advertising

*** Which form of targeting would you use to display ads to people who have previously visited your website?

Search advertising

Reacquiring

Readvertising

Retargeting

*** Which of the following is the most accurate analogy for a display advertising network?

A targeting option for publishers

A marketplace between online publishers and advertisers

A payments system for online ad campaigns

A targeting option for advertisers

*** When creating video marketing content on a budget, what is the first thing you should consider doing?

Shooting as much as you can and culling it later

Finding editing software

Finding equipment to use

Planning your content

*** Which of the following is a key strategy for distributing your video content?

Share videos across all of your digital marketing tools

Pick one primary place to share your video content

Trust word-of-mouth to drive traffic to your videos

Send out a postcard to relevant mailing lists

*** What is one of the benefits of using templates for your email marketing campaigns?

You can reuse the same template

They are always free

You can duplicate the design of your website

Templates work better on mobile

*** Which of the following is a benefit of search advertising over display advertising?

Search ads are more likely to be clicked on

Search advertising is cheaper than display advertising

Search advertising allows ads to be created in multiple formats

Search advertising is shown to customers who are searching for your specific terms

*** Why is it important that you set goals when planning your display ad campaigns?

To help determine the best way to collate customer data

To help determine the performance and allow for optimisation

To help determine where your budget will be spent

To help determine the performance of your competition

*** If the analytics for your video campaign shows people are only watching the first few seconds of your video, what can you do to try and amend this?

Change the colours to be more eye-catching

Change how much your branding is shown in the video

Update the description to tell people more about the video

Delete the video and try again with edited content

*** When it comes to email marketing, what do we mean by the term A/B testing?

A/B testing means you can split your contacts alphabetically

A/B testing means you send the same email twice to the same people

A/B testing means splitting your audience and sending each of them a different variation of your email

A/B testing means it is spell checked and proofed, prior to hitting send

*** Which of the following is a benefit of display advertising over search advertising?

Display advertising is cheaper than search advertising

Appearing on relevant websites offering advertising space

Ads can appear at the top of search engine results pages

Display ads are more likely to be clicked on

*** What can you do to help your videos appear in search results?

Make the content really interesting

Give detailed descriptions of its content

Clearly brand your videos

Include calls to action within the videos

*** When planning your display advertising, what does the word ‘placement’ mean?

The exact location of your ad on a particular page of a website

The size and position of your ad

The exact location of your ad on search engine results pages

The position of text within your ad

*** When discussing display advertising, what is an ad network?

A way to get free traffic to your site

A directory of lots of websites that sell the same products as you do

An online store of images you can use within your content

A platform allowing the advertiser to advertise on websites within the network

*** When using display advertising, what could you include in an ad to achieve the goal of driving more sales?

Promotions and special offers

Personalised messages

Location specific information

Product shots and detailed information

*** Retargeting allows you to…

Target users, based on the specific actions they take on your site

Target people, based on their likes and interests

Appear higher within the search results

Target people before they come to your website

*** Which of the following factors can impact the open rate of your email campaigns?

The amount of links contained in the email

The number of images in your email

The opportunity for customers to opt-out

The subject line of the email

*** How can you attract social media users to share your video content online?

Tag them in posts

Use hashtags

Make them funny

Use subtitles

*** How can your business benefit from video without making one yourself?

Advertising on other people’s videos

Commenting on other people’s videos

Sharing other people’s videos

Interacting with other people’s videos

*** When using analytics programmes on your website, which of these do not fall under the category of a dimension?

The device users access the site with

The time a user spends on the site

The browser a user uses to visit the site

The geographical location of the user

*** In the world of analytics, tracking the type of device the user accessed your site by is considered which type of data?

Conversion

Dimension

Access

Metric

*** Fill the blank: When you link Google Ads with Google Analytics you are able to understand which ________ are driving performance.

Organic keywords

Social media ads

Paid keywords

Directories

*** What do website analytics allow you to do?

Set up advertising accounts to drive continuous improvement

Understand users behaviour and improve the effectiveness of your digital marketing efforts

Interact with customers on your website to increase conversion

Predict your users next move based on previous data

*** Why should you avoid focusing on collecting as much data as possible?

Vast quantities of data will take a long time to process

Large amounts of data are harder to store online

The right information, at the right time, is more valuable

Spreadsheets have a limit on the amount of information they can store

*** How is a spreadsheet defined?

An interactive computer application for the organisation, analysis and storage of data

A static collection of related data tables that can be queried to locate specific fields

A tool for storing large amounts of numerical data, but not text-based data

A digital balance sheet to keep track of financial transactions

*** When using analytics on your website, what do we mean by the term ‘conversion’?

The act of a user coming from a certain geographical location

The act of a user spending a certain amount of time on the site

The act of a user meeting a specific metric

The act of a user completing a goal

*** When it comes to web analytics, what insights can you gather using analytics tools?

What websites users visit after leaving your website

How you currently rank in search engines

How people interact with your website

How people interact with your competitors’ websites

*** When using web-based analytics tools, by segmenting the data you will be able to achieve which of the following?

Bid higher within your SEM advertising account

Find insights that can help you identify where to make improvements

Build better social media profiles

Run advertising in other countries around the world

*** When creating a presentation based on lots of data, what principle should you bear in mind?

Show all the information available, to give your audience as much context as possible

Tailor your approach to your audience in order to tell a better story

Stick to visual graphics only, as everyone will prefer this presentation format over tables and text

Present all information in the same way because everyone interprets things similarly

*** How do you handle data in analytics to gain greater insights into our audience’s behaviour?

Partition

Sample

Segment

Extract

*** What is the benefit of using digital data?

It can help you make informed decisions and improve online performance

Digital data is always 100% accurate

Digital data allows you to save money on offline analytics

Using digital data allows you to automatically reach more customers

*** When using analytics programmes on your website, which of these do not fall under the category of a metric?

Browser users use to access your site

Unique visitors to your site

Time users spend on your site

Number of pages viewed per visit

*** In the world of analytics, the time the user spent on your site is considered which type of data?

Conversion

Clocking

Metric

Dimension

*** Which of these is not a benefit for businesses using fully integrated e-commerce platforms?

Stock control

Integrated invoicing

The ability to track shipping

Automated complaints process system

*** When building your online product store, to make it as effective as possible you should look to optimise the performance by using images in what kind of way?

Use images direct from the internet to ensure accurate file size

Use images direct from the original manufacturer

Ensure images are of a high quality

Use detailed descriptions instead of images to help search engines

*** Fill in the blank: When you are considering the layout of the product pages, it is important to put them in ________ order?

price

hierarchical

a constantly changing

alphabetical

*** Analytics can help optimise your website for which of the following?

For different devices, navigation & search

For different devices & social media profiles

For email templates & social media profiles

For navigation, search & video campaigns

*** If a user abandons their shopping cart without making a purchase, one way to bring them back to complete the purchase is?

SEM advertising

Social advertising

Retargeting

Email campaigns

*** When trying to increase the product sales on your website, one way to achieve this is to_________?

send multiple follow up emails once a purchase has been made

show them remarketing ads with a variety of products

provide the customer with relevant suggested purchases

include a pop up on your website that they have to action before continuing

*** When looking to introduce e-commerce functions to your website, which of the following would be the best first step?

Build an online store with an integrated payment system

Set up a web-based money transfer software like PayPal

Invest in a new website platform

Use other platforms such as eBay or Etsy

*** If you are looking to expand your company’s presence online internationally, which of the following should you consider with regards to your online content?

Translated by an automated tool only

Translated but also locally adapted for the audience

Translated into the native language

Left the same, and not translated

*** Fill the blanks: When advertising internationally, you should make your business ______ to the new market, consider the ___________ and any possible ___________ implications.

accessible | supply chain | legal

affordable | supply chain | language

exciting | customers needs | currency

affordable | customer needs | legal

*** Fill in the blank: When considering expanding a business internationally, the best place to start is to__________?

use online tools to help you understand where there’s a strong demand for your products

move the whole business to that country

replicate your current business in as many countries as possible

buy new domains for the country

*** When looking to expand your business internationally on social media, what should you do first?

Treat all social media channels the same

Use popular phrases and memes for that area

Analyse platforms popular in that area

Not advertise at all, as other countries don’t like social advertising

*** Fill the blank: In the world of display advertising, remarketing is a way to _________.

pay less per click than standard SEM ads

show ads to people before they visit your website

show ads to people after they visit your website

display a pop up on your website when people visit it

*** The increased use of the Internet presents a lot of potential for which types of businesses?

All businesses

Small business owners

International businesses

Local businesses

*** Taking a business online can involve many different steps. When starting out, which activity could be a part of this process?

Sending flyers with your web address to customers

Creating a business listing in online local directories

Increasing print and billboard advertising

Building a team of digital advertising experts

*** Which of the following is the easiest way for visitors to learn about a business while visiting a website?

Getting a free ‘taster’ of one of your products when they sign up to receive emails

Listening to an audio file that auto plays whenever someone visits your site

Browsing your product pages and reviewing the Frequently Asked Questions page

Reading the terms and conditions for your products on your site

*** What is a key benefit of having an online presence for a business?

The ability to sell products directly to customers through social media

Being visible when people search for a business like yours

Sending users emails to update them on new products

Being able to offer new customers promotional discounts

*** Which tool helps you measure the success of your website?

Keyword Planner

Ad Gallery

Ad Preview Tool

Analytics

*** Which term best describes the business activity that occurs when website visitors buy products or services from you online?

E-commerce

Display advertising

Search engine marketing

Pay per click

*** Which of the following statements is true when marketing your business online?

You need a website to show up in search results

You’ll reach a similar client base to the one you have in the real world

You’ll be seen by the same volume of customers whether you use search advertising or not

Social media is a great way to engage your audience

*** Which of the following statements is true when it comes to developing a web presence for a business?

Customers can learn about a business by downloading a mobile app, but they can’t place an order using an app

Building a new website requires a large budget

Mobile apps enable your customers to purchase your products without being on your website

All businesses must have a website to sell products

*** What is a web server?

The customer service representative you can call when you have questions about your website

The answer you get when you search a term on the web

A computer connected to the Internet with software that allows it to host all the components of your website

The device that determines the speed of your mobile connection

*** Fill in the blank: A __________ is a shortcut to other pages on your site or elsewhere on the web.

Hyperlink

Return link

Menu bar

Breadcrumb

*** Which of the following is something you’ll probably want to exclude from your website?

Prices

A lot of deep scientific information and detailed statistics

Special offers

Certifications to show you’re qualified to provide a service

*** Which of the following is an example of a ‘call to action’ on a website?

A list of phone numbers customers can use to get in contact with you

A ‘Get directions to our store’ button which when clicked, redirects to a map displaying directions to the store based on the customer’s current address

An icon button that takes the customer to your social media accounts

A hotline phone number that helps users complete their purchases

*** What should you consider when developing your website content?

What your customers are looking for

Your latest promotions and discounts

Your brand values

Whether the content will go viral or not

*** What is the first step in creating an online business strategy?

Identifying business goals

Understanding what the competition is doing

Knowing the market

Aligning goals to the strategy

*** What is the purpose of the ‘See, Think, Do, Care’ framework?

To help determine a marketing strategy

To help a business understand the customer journey online

To help a business reach a global audience

To give insight into specific customer groups

*** Why is optimising customer touchpoints online beneficial for businesses?

It allows brands to add pop-up ads at every point of the customer journey, ensuring high visibility

It gives businesses the opportunity to save money on online advertising

It provides customers with value every time they come into contact with a brand, helping build trust

It gives businesses an opportunity to collect more data from potential customers

*** Once you’ve worked out your Unique Selling Point (USP), how would you use it in a long-term online strategy?

Incorporate it within marketing materials across all channels to help raise customer awareness

Create an email campaign letting your customers know why you are unique

Film a video explaining your unique selling point and send it to employees

Create a press release and distribute it through your channels

*** What type of information can KPIs provide?

Audience segmentation

Long-term projections

Financial viability

Board decisions

*** Why are search engines a great place for a business to be found?

People pay to use search engines, so there is a wealthy customer base there

People who search are actively looking for information, products or services

Search engines are a big trend these days

Search engines guarantee new customers

*** What technology do search engines use to ‘crawl’ websites?

Androids

Interns

Automatons

Bots

*** Which of the following can help a search engine understand what your page is about?

The date it was published

The number of images used

The total number of words

The title tag

*** Fill in the blank: Spending money on search advertising influences how your website appears in ___________.

Organic search results

The search results page

Business directories

Display advertising networks

*** Which of these is an important factor in the paid search auction system?

How famous your brand name is

How cool your logo is

How long your business has been around

How relevant your ads are

*** Which of these can Google Search Console help you to do?

It helps you increase your social media following

It helps you optimise your Google My Business listing

It helps you understand which keywords people are searching for on Google

It helps you run A/B tests on your home page

*** Which of the following factors should you consider when optimising your website for search engines?

Colour scheme

Recycled content

Inspiring business name

Site popularity

*** What should be the first step of a structured SEO plan?

Identifying your ad budget

Buying an analytics software

Setting up your presence on social media sites

Keyword research

*** When it comes to search ads, which of the following could dictate how an ad will perform against a competitor?

Social media following

Bid value

Domain authority

Average number of visitors to the company’s website

*** Fill in the blank: Short strings of specific keywords with low search volume are called ___________.

Long-hair keywords

Long-tail keywords

High-relevance keywords

Top-tail keywords

*** Which of the following would be an ideal goal for an SEO plan?

Increasing social media likes and follows

Increasing how many relevant people visit your website

Showing your website to as many people as possible

Being in first place in SERP for any keyword

*** Which of the following page titles would be most suitable for a website page describing a store’s return policy?

How to Send Stuff Back

[Company Name’s] Return Policy

Return Policy

Company Policies

*** Which of the following is a good way to get other websites to link to your site?

Keep linking to them until they link to you

Send them emails until they link to you

Building relationships with similar sites

*** When expanding a business internationally, which of the following is most important to provide on your website?

Products and delivery details in the correct currency

Time and dates written in the local format

Exchange rate information

Free giveaways for local customers

*** Search engine marketing can also be called what?

Pay-per-click advertising

Organic advertising

Search box marketing

One-click advertising

*** In an SEM auction, your Quality Score is based on which aspect of your ad?

Bid

Relevance

Wit

Length

*** Fill in the blank: It’s possible to determine how well a/an ___________ will perform without bidding on it.

Auction

Website

Keyword

Advert

*** What should your search ad have in order to promote more clicks?

A call to action

A catchy headline

A close-up photo

A social media link

*** Which of the following is a benefit of using relevant ads and landing pages?

Increased cost for ad placements

Higher ad positions on the search results page

Higher cost per clicks on your ads

Ads that will ensure more purchases

*** When it comes to search ads, which description best describes ‘negative keywords’?

Keywords with no association to your site

Keywords with a poor search volume

Keywords that are excluded from a campaign

Keywords that are typed incorrectly

*** Fill in the blank: If you use __________ keywords when building your search ads, minor variations, like plurals, can still trigger the ad.

Exact Match

Random Match

Direct match

Close match

*** What can conversion tracking in search help you measure?

How many transactions are completed on your site overall

How many people click on your SEM ad and end up browsing your site

How many people visiting your site from a search ad end up completing a purchase

How many customers your ad has converted into brand ambassadors

*** How can you improve a business’s visibility to people located near you geographically?

Translate your website into at least two more languages

Offer free phone support during business hours

Ensure you have good analytics on your website

Make sure your phone number, address and business hours are easy to find

*** Which of the following is an example of a local search?

“bike shop near me”

“bike shop in UK”

“local bicycle shop”

“bike shops”

*** Which of the following is a benefit of registering your business in online local listings?

Discounted pricing on your search advertising campaigns

Increased likelihood of being discovered through search engines

More mentions on social media platforms

Guaranteed sales to local customers

*** Which three pieces of information are essential to include first in your local directory listing?

Business address, website, telephone numbers

Business name, business address, telephone numbers

Website, telephone numbers, email address

Business name, email address, website

*** Which of the following factors help search engines determine if your business is local?

Location details on the website, quality content and how mobile friendly the website is

Location details on the website, list of shops local to you and a contact form

Quality content, list of local suppliers and location details

Location GPS tags on photos, quality content and how mobile friendly the website is

*** When looking to attract a local audience, why it is important to optimise your website and content for mobile users?

Because local users tend to use their mobile devices when they’re out of the house

Because mobiles will replace desktop computers

Because all online users browse on mobile devices these days

Because marketing for mobile is more cost effective

*** Which of the following can help you gain visibility in search engines?

Adding relevant content that highlights the location of your business

Including your address on your Twitter account

Optimising your site for desktop devices only

Adding a list of shops local to you on your website

*** Which of the following can businesses achieve by using social media?

Attract new audiences

Build a good reputation with customers

Meet sales goals

Increase traffic to their website

*** Fill in the blank: Businesses should focus on social media platforms with _______.

The biggest reputation

The most expected engagement

A relevant audience

The most users

*** Which of the following is an example of a social media goal?

Acquire genuine reviews on products

Drive more traffic to your store

Develop one-way communication with customers

Mimic your competition’s approach

*** Which details should you look to include on a business profile page on social media?

Details about the CEO

Link to a local listing site you’re on

Description of the business

Cost of products and services

*** A robust social media plan includes which of the following?

A list of content that mimics competitor content

All of your online business goals

A long-term schedule identifying when to post content

A list of friends who can post on the accounts

*** What is the best way to put your social content in front of people who don’t already follow you?

Increase your email marketing campaigns

Ask people to share your content to their networks

Use paid promotion to reach new audiences

Put links to your social on your website

*** What can social media analytics tools help you measure when assessing campaign results?

Whether the campaign was more successful than your competitors

Whether the visitors liked the social campaigns or not

Whether a visitor called the store after seeing a social post

Whether the visitor clicked on a paid ad or organic listing

*** Which of the following is a pitfall when using social media for business?

2-way conversation with customers

Not being present on every social media platform

Not having the resources to respond to comments and questions in a timely manner

Spending too much time reviewing social media analytics

*** When looking to ensure your website is easily accessible by mobile users, what should you focus on doing first?

Redesign your website colour scheme

Optimise your site

Create a mobile app

Shorten your website content

*** What does responsive design mean?

Your visitors can manually adjust the size of your website

Your website will adapt to suit whichever device it is being viewed on

Your customers can provide feedback on the design of your site

Your website will respond to clicks faster

*** When it comes to optimising your website’s SEO for mobile users, which of the following is a crucial factor to keep in mind?

Short content and fewer images

Performance and usability

Usability and short content

Less video content

*** What can a business use to send messages to users who have already downloaded their app?

Text messages

Pull notifications

Push notifications

Email notifications

*** When considering how mobile users will search for your business, which types of keywords should you focus on?

Long tail keywords

Shorter keywords and phrases

Longer keywords and phrases

Exact match keywords

*** Before running search ads, you should make sure your site is mobile-friendly. Which scenario best describes a mobile-friendly experience for a customer?

The business has a mobile app instead of a website

The site include business phone numbers

The site works on different mobile devices

The site does not include any videos so it loads quickly

*** Which of the following can be used to target an audience when using some social media ads?

People’s names

People’s address

People’s pet names

People’s relationship status

*** When making video content for your display ads, what is most important to ensure?

Videos are entertaining, long and include a CTA

Videos are relevant, short and include a CTA

Videos are relevant, long and include a URL

Videos are short, informative and include a phone number

*** Which of the following is an accurate definition of what a content marketing campaign involves?

Creating and posting content ad-hoc when you have the time

The creation of time-sensitive content that can be published through various channels

Regularly emailing customers with news about a business’s products or services

The creation and promotion of online materials with the goal of increasing interest in a product or service

*** What does the following definition describe? ‘The division of an audience into groups of who they are and what they like, with a goal of identifying a group most interested in your product/service.’

Marketing channels

Demographics

Audience segmentation

Group dynamics

*** Fill in the blank: When describing the purpose of content, what is missing? ‘To entertain, to inspire, to _______ and to convince’.

Humour

Please

Surprise

Educate

*** Which of the following best describes why approaches to writing need to be adapted for online content?

Online readers have a reduced attention span, due to being flooded with information

Certain blogging platforms have a limit on the word count you can publish

Online readers only like to engage with long-form pieces of content

Online audiences are typically younger, so the language used needs to reflect this

*** What are ‘highlighting key dates’ and ‘considering multiple channels’ best practices of?

Creating a content calendar

Designing illustrations to support content

Segmenting your audience

Identifying social media influencers

*** Which of the following metrics could help you understand which blog post is resonating the most with your audience?

Session duration

Page views

Referral traffic

Unique page views

*** Which of the following will you need to start an email marketing programme?

A collection of email templates

A ‘Contact Us’ form

A way to collect people’s email addresses

A set budget

*** Which of the following is a common feature of email marketing platforms?

Personalised, custom templates

A free list of email addresses you can target

A feature allowing users to unsubscribe from your emails

Automation of your search ad campaigns

*** Which of these is a good practice to keep in mind when sending emails to your contacts?

Run an A/B test on your subject line to determine which one works best

Send the same generic and simple message to your entire contact database

Include enough content in the email so there is no need for them to click away to read further elsewhere

Only include a call-to-action on the landing page you’re linking to in the email

*** If the open rate of your emails seems low, which of the following could help you fix that?

Redesign your website

Change the colour of the buttons inside your email

Send your emails to more contacts

Adjust the subject line of your email

*** Which of the following statements is true when it comes to running email campaigns for a business?

There’s no need to use sponsored ads within your email marketing

There’s no need for analytics when it comes to email marketing

You need to include personal contact details

You can use any imagery, despite copyright

*** If you own a film blog, which type of customer can you expect to reach with display advertising?

People who use ad-blockers and are interested in your subject

People who haven’t read your blog before but are interested in your subject

Only people who have read your blog previously

Only people interested in films and movies

*** Fill in the blank: The ads on search engines are usually made up of ________.

Audio

Video

Text

Images

*** When using search engine marketing, where can your ads appear?

Only on search engines

Only on websites

On search engines and websites

On websites and social media

*** When setting up display advertising campaigns, who can you target?

People with specific names

People who speak different languages

People who already own specific products

People with a specific address

*** In what way can display advertising be effective?

It guarantees more visitors to your site

It guarantees increased sales

It drives traffic to your website

It improves your ranking in search engines

*** Which of the following is an example of the type of data that advertising networks automatically collect and share with businesses?

The number of sales you make from the ad

The cost of each ad you publish

The cost of creating the ad

A prediction of sales you can make from your ad

*** Which of the following is true when purchasing ad placements on an advertising network?

You always need to contact the owner of the website to buy ads on their page

The network provides data on the click-through-rate

The network provides names of the people who click your ad

The network will continue to show your ad for 7 days once your budget has expired

*** If a person adds a product to a shopping cart but then leaves the website – which of the following tactics is most likely to encourage that person to return and purchase the product?

Retargeting with a display ad encouraging newsletter sign-up

Redesigning your website

Creating a Facebook page for your business

Retargeting with a display ad that has a discount coupon

*** What is the first step of display retargeting?

Sourcing keywords

Defining your audience

Writing content

Setting a call to action

*** When incorporating videos into a digital strategy, which of the following tactics provides value to customers?

Setting up live streams of the business’s physical shop on their website

Publishing a how-to video on their website

Producing sale campaign videos

Sharing personal vlogs

*** What can using video as part of your online presence help you create?

Content that will go viral

A channel to engage with customers

A variety of different brand perceptions

An online following and fanbase

*** Fill in the blank: As a small business, creating videos to showcase your business or product requires only ______.

An agency, professional crew and equipment

Creativity, lots of experience and a large budget

Creativity, planning and any budget

Creativity, planning and high-quality equipment

*** Using videos in email marketing and social media is an effective way to do what?

Increase word of mouth referrals

Engage and grow your audience

Guarantee sales of your product or service

Lower the cost of developing content

*** How can you take advantage of video for your product/services without actually making a video?

This isn’t possible

Advertise on other people’s videos

Use images with a call to action instead

Share other people’s videos

*** When looking at your video analytics, you discover people are only watching the first few seconds of your video. What should you do?

Consider removing the video from the platform

Consider re-shooting your video based on comments

Consider updating your preview images, video titles or descriptions

Consider asking people to watch the whole video in the description

*** Fill in the blank: Website analytics can tell you _____________.

What time of day your website gets the most traffic

How many mentions or likes you get on social media

How well your competitor’s ad campaigns are doing

The email addresses of visitors to your landing pages

*** Analytics can give you immediate valuable information about which type of customers?

Previous and current customers

Current and future customers

Previous and future customers

Offline and online customers

*** If your key business goal is to get people to book rooms at your guesthouse, what data are you most likely to be interested in?

How long people spend on your ‘How To Find Us’ page

Which day of the week is most popular for bookings

Whether your funny Tweet goes viral

How many people visiting your site book a room with you

*** Most web analytics tools can tell you what information about the user?

Their contact details, their behaviour and their operating system

Their location, type of device they’re using and pages visited

Their location, type of device they’re using and contact details

Their interests, when they delete their browser cookies and their location

*** Fill in the blank: If an ad is not performing well, one effective tactic is to _____________.

Try a different search engine

Tweak the ad’s copy and analyse the results

Hire a professional ad agency

Delete the ad and try again

*** Which section of Google Analytics can tell you whether visitors have found your website via social media?

Site search

Acquisition

Behaviour

Search Console

*** Which type of data relates to a metric that can be represented with a number?

Quantitative

Qualitative

Holistic

Customer

*** What makes the data cycle useful?

It helps you make the most of the data collected from marketing activities

It helps you evaluate your competition

It provides information about what users like about your website

It presents collected data in a visually appealing way

*** Fill in the blank: Actionable insights can be described as explaining the ______ of an online marketing campaign.

‘Why’

‘How’

‘When’

‘Who’

*** Which of the following is a benefit of using spreadsheets?

Vast quantities of data can be stored, sorted and analysed quickly

Data can only be accessed when all users are online

Valuable customer and market insights can be delivered quickly

Spreadsheets are the only way to collect data and extrapolate results

*** If you needed to showcase which parts of a website are being clicked on the most, which presentation type should you consider?

Bar chart

Pie chart

Table

Heat map

*** What would be beneficial to include on a product description page?

Previous versions of the product

Links to other suppliers

Reviews of the product

Price comparisons

*** Which of the following is an advantage of e-commerce?

More relaxed checkout procedure

Low operational costs

Minimal interaction required with the customer

Segmentation of audiences

*** To an owner or administrator, what is a functional benefit of having an online store?

It collects the addresses of your online store visitors

It provides a backend system with order management

It provides a quicker checkout process than a physical store

It allows you to feature more sales and discounts than a physical store

*** What is the name of the process that describes what happens when a customer is taken to a separate site to complete a transaction before being sent back to the original site again?

Second-party payment processing

Third-party payment processing

External payment processing

Internal payment processing

*** Which of the following is a sign that customers are having trouble using a particular device to make purchases?

Analytics shows you have a lot of mobile visitors, but very few purchases through mobile

A specific product is not selling much compared to your other products

You get a lot of questions about your return policy

People are having trouble using a promo code for a current sale

*** What is an example of product merchandising?

Running an ad for your products

Adding a way for customers to filter your products

Displaying very specific, featured products on your home page

Cross-selling products in the checkout process

*** Which of the following statements is true when describing how retargeting ads work?

Retargeting ads are visible to people who haven’t been on your website yet

Once a user visits your site, the code drops an anonymous browser cookie

Once your customer purchases, you can not turn off the retargeting ad

Retargeting will always drive customers to your site

*** What is the best way to translate the content on your website for a new market?

Google translate

Native speakers

Translation software

Language guide

*** Before starting to promote products to other countries online, what could you use to gauge demand for your product in that specific market?

Translation software

Keyword planning tools

Interviews with people from that country

A range of search ads in different countries

*** When adapting your website for customers who speak a different language, what should you do?

Have a ‘translate’ button that pulls a translation from an external provider

Translate your content with consideration to particular words and phrases

Translate your content directly, word for word

Localise the name of the business owners

*** Which of the following is primarily meant to target new customers online?

Email marketing

Print advertising

Retargeting advertising

Search advertising

*** What should a business do first, when considering going into a new market?

Hire an agency to translate its website into the local language

Open a new office in the capital city

Determine its ability to deliver products and review all tax and legal information

Invest in major ad campaigns to raise brand awareness

*** When selling to people in different countries, what payment form should you consider using if you aren’t already?

Debit cards

Credit cards

Paypal or Worldpay

Bank transfers

*** Which of the following options is important to research when planning to expand delivery of products and services to customers across the globe?

What times of the day international shoppers are online

The legal and tax considerations in that market

Which social channels are popular in that market

Which couriers offer the cheapest services for global shipping

*** Your ad can show on the Google Search Network when someone searches for terms that are similar to your:

Website

Placements

Keywords

Ad text

*** Asking a client questions about his desired business objectives is:

a good idea, because it can lead you to other information that may be valuable in providing additional solutions.

only important when you are not getting very clear responses about the client’s marketing objectives.

a bad idea, because the scope is too broad for a marketing meeting.

a good idea, because it makes you sound like you understand the client.

*** You recently read a great article about the importance of a quality mattress in preventing back problems and it reminds you of your client who owns several mattress stores. After reading the article, you:

do nothing. It was a good article, but your client has been in the industry for 15 years so it would not be anything new for him.

call your client and tell him about the article, what you thought would be beneficial to him, and engage in additional conversation to see how you might be able to further help him grow his business.

send your client an email and explain that you, “just wanted to say ‘hi’.”

send the article to your client’s competitor with some insider notes on what you did for the client. This might be a good opportunity to get his business.

*** Negative keywords can help advertisers refine the targeting of their ads by:

increasing the number of relevant Display Network placements

reducing their campaign’s daily budget recommendations

reducing the number of irrelevant clicks

raising the average position of their ads

*** You are about to conclude your meeting with a new client who would like to start an online marketing campaign. Before concluding the meeting, what best practice should you use?

Review the key objectives the client wants to accomplish with her campaign and the strategy discussed

There is nothing that needs to be done before ending the meeting with the client

Review the reasons why the client should buy Google Ads?, and be sure to emphasize cost so they understand the investment in future success

Review spreadsheets and tools with your client, so she knows you are knowledgeable about growth metrics

*** When covering the agenda at the beginning of a meeting, stating the purpose should be:

as fast as possible, so the client does not realize he is going to be sold.

quickly covered, so the client knows you are still in control.

client-oriented to let the client know what he will gain from meeting with you.

avoided, unless the client asks you why he is meeting with you.

*** You can use Display Planner to:

see ways to reach your target audience based on your keywords, website, or interest categories

see how other advertisers perform on websites where you want your ad to appear

see which image and text ads are performing best on the specific websites you’re targeting

compare how your current Display Network campaign could perform on websites you’d like to target

*** Starting a client meeting with an agenda:

makes the client feel he is important, even if he is not a key decision-maker.

is too structured and will probably scare the client.

can help lower the client’s resistance, because he will know what to expect.

is only necessary if you do not have experience in selling Google products.

*** Why is it important to understand the expectations a client has of you?

It is important so you can persuade the client into spending more money

To give you the opportunity to tell the client if she is unreasonable in her requests, so you can help her achieve her goals

It is only important if you think the client may have false assumptions on how the campaign will work

It will help you better understand how your client wants to be served so you can provide a great experience

*** Which is a benefit of doing pre-call planning before pitching online advertising solutions to a client?

Preparation is not critical if you have enough experience

Preparation is only important if you have multiple people meeting with the client and want to avoid confusion on each person’s role in the meeting

To guarantee that the client will make a decision by the end of the meeting

To prepare for potential objections the client may have

*** You would advise a client that’s launching a new product line to advertise on the Google Display Network because she can:

reach people who are searching for her products

use text ads that encourage people to visit her website

reach people who are interested in similar products

use text ads that encourage people to call her business

*** Your client mentions he has some concerns about implementing a Google Search campaign. Which is a good example of clarifying the client’s concerns?

“I can see how that would be your concern, but you do not have to worry about that.”

“This sounds more like a concern your supervisor mentioned. Is that correct?”

“It sounds like you are getting incorrect information. What is the role of the person who told you that?”

“Can you please tell me more about what you have heard that concerns you?”

*** Which client would you advise to advertise on the Google Search Network?

Jim, who wants to reach people on social networks interested in poetry

Suzy, who wants to reach people browsing travel websites about China

Bill, who wants to reach people looking for plumbing services

Carol, who wants to reach people watching YouTube videos

*** During a sales meeting, you use the Google Trends tool to show insights and link back to what the client said about hiring someone to create online campaigns for her toy store website. What is the purpose of doing this?

There is no purpose to linking back to what the client said

It shows the client that the solution is customized to her situation

It gives you an advantage in negotiating with the client

To let the client know you are the expert

*** Your client wants to show ads to people who’ve visited her website before. Which Google Adsfeature would you recommend she use?

Remarketing

Dynamic Search Ads

Conversion tracking

Ecommerce tracking

*** Asking the client, “Is there anything else you want to be sure we discuss during our meeting?” is:

a bad idea, because the client may feel you do not know what you are doing.

a good idea, but only if you know the client will not bring up any concerns.

a bad idea, because it gives the client unnecessary control of the meeting.

a good idea, because you get the client’s input which makes the client feel like he is being listened to.

*** A good guideline for asking your client questions to understand her marketing needs and how you might be able to help her is:

ask questions only if you did not gather enough information from your pre-call planning.

ask “yes” or “no” questions to show credibility and avoid confusing the client.

ask questions about the client’s current situation, desired situation and expectations.

uncover the client’s pain points so you can use them against her later.

*** Your client wants to improve his ad positioning. You recommend that one way he can do this is by increasing his bid amount. Why is it a good idea to also explain to your client how this will benefit him?

It is not a good idea, because the client probably already knows how it will benefit him and you do not want to sound overbearing

It is only a good idea if the client shows a high level of interest and tells you he wants to spend more money

It is not a good idea to recommend this at all, because it might offend the client

It is a good idea to help the client understand how increasing his bid amount and ad quality will help reach his goal of reaching more customers

*** A question that includes factual information based on market research, such as, “Four in five consumers want search ads to be customized to their city or immediate surroundings. How are you approaching your local online opportunity?” is a good example of:

a question that the client may not be able to answer, because it is confusing.

how to misinterpret data to persuade the client to buy Google Ads?.

demonstrating credibility, while also seeking to understand how the client is currently approaching marketing.

a question that will upset the client because the client may feel as though you are questioning their current marketing strategy.

*** Which is a good example of a question to better understand the client’s primary motivating factor for using Google Ads?

“How will this impact your business long-term?”

“When do you want to get started?”

“What is your budget?”

“Who else needs to be involved in this decision?”

*** Before asking your client questions about her business, it is best to tell her the reasons for the questions and the benefit because:

it will help you appear more confident to the client and she will be more likely to give you truthful responses.

it shows the client you value her insight and partnership so you can provide a tailored solution.

it gives the client the opportunity to decide if she needs to gather more information before answering your questions.

you do not want the client to feel as though you are wasting her time.

*** When introducing yourself to a new client, it is important to share:

your name and the product you think will benefit the client the most.

your name and a brief 15 minute overview of Google Ads.

your name, your role, and relevant experience in helping companies similar to the client.

your name.

*** You would choose to advertise on the Google Search Network if you wanted to:

choose from a range of ad formats, like video and image ads

reach customers browsing websites related to your business

choose the types of websites where you want your ads to show

reach customers while they’re searching for your products or services

*** “I can see how that would be frustrating” and “That is a valid concern. Many of my clients have expressed that same concern before starting their campaign” are both examples of speaking with a concerned client. These types of responses are:

only beneficial when speaking with a client that is more emotional versus logical.

beneficial because clients buy from sales representatives they like.

not beneficial, because clients do not need reassurance.

helpful because they let the client know her concern is valid and can help lower her resistance.

*** Advertising on TV, print, and radio typically requires a predetermined budget. What key differences enable some online advertising campaigns to invest with more flexibility without a predetermined budget in mind?

Online campaigns generate clicks, whereas other channels generate exposure.

Google Ads budgets can only be set once annually and require a fixed commitment.

Budgets cannot be applied to online campaigns due to constant changes in traffic.

Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive.

*** You are nearing the end of a successful meeting with a client, when she tells you, “this all sounds really great, but I do not have the budget for Google Search right now.” What should you do next?

Empathize and ask the client to tell you more about her concern

Explain the return on investment the client can expect and explain why she should make room in her budget

Ask the client if her long-term success is worth making room in her budget

Find out if the client has someone she reports to who may be able to approve the investment in display

*** Anne-Marie’s business goal is to generate online sales of her handmade purses. Her Google Ads costs are $100 per week and she wants to know if her advertising investment is paying off. What additional information do you need in order to calculate her return on investment (ROI)?

Number of clicks on her ads and revenue they generated

How many times her ads have been viewed and clicked on

Costs to produce her purses and revenue generated from her ads

Number of clicks on her ads and costs to produce her purses

*** What is the main purpose of summarizing the conversation with the client at the end of a meeting?

It gives the client an opportunity to change his mind on buying from you, so it should only be done if absolutely necessary

It makes the client feel he is being listened to and the solution provided is customized for him

It makes the client feel he is important and guarantees he will buy what you are selling

It buys you a extra time to decide how to close the sale

*** You would choose to advertise on the Google Display Network if you wanted to:

show ads on websites related to your business

show ads on Google Shopping

show ads on Google Maps

show ads to people on non-Google search sites

*** Before the start of a meeting, thinking about the meeting’s desired outcome will:

be helpful, because it will allow you to focus on how to maximize success.

be helpful, only if it will not increase the length of your meeting beyond what is necessary.

be a waste of time, and you are already very busy.

not be helpful and will cause you to overthink the meeting.

*** A positioning statement is a quick 90 second explanation of what type of clients you work with, what challenges they face, and how they can benefit from working with you. When is it appropriate to use a positioning statement?

When you want the client to see you as a credible resource with solutions that can help him reach his business objectives

When the client does not seem interested in Google Ads?

When the client has a very large budget and needs especially good treatment to ensure he buys Google Ads?

When the client is not very clear in his responses to your questions and needs more help understanding your role

*** Before you meet with your new client, your online research showed that she played golf for a local college you also attended. Bringing this up in when you meet would:

demonstrate your interest in the client as a person and help build rapport.

increase the length of your meeting beyond what is really necessary.

demonstrate your online research abilities so the client sees you as an expert in anything related to growing business online.

be unnecessary, because it will not help you make the sale.

*** You have a meeting with a new client. Why would it be a good idea to share anonymized data (such as conversion rate and cost-per-conversion) from some successful clients in the same industry as this client?

To stimulate dialogue with the client so he becomes more excited about your ideas and the potential growth his business could see

To make the meeting last longer, so the client feels even more invested in the solution

To sound smarter and show the client that you are more knowledgeable than he originally thought you were

To be so convincing that the client has no choice but to buy, because you know he enjoys looking at data

*** An advertiser wants to achieve the top position in paid search results. Which recommendations would improve the likelihood of top ad position?

Improve Quality Score and increase cost-per-click (CPC) bid

Improve Quality Score and decrease cost-per-click (CPC) bid

Decrease cost-per-click (CPC) bid and decrease daily budget

Decrease cost-per-click (CPC) bid and increase daily budget

*** Your client is interested in switching from TV, print, and radio advertising. What are the return on investment (ROI) benefits of online advertising campaigns?

Traditional media is not always measurable, but online campaigns are highly measurable and you can analyze your click data

Online advertising is always less expensive than traditional media

Traditional media typically requires a predetermined quarterly budget, but online advertising usually lets you set your budget once a month at a fixed amount

Traditional media generates exposure, but online advertising campaigns can guarantee sales

*** A client that owns a fine-dining restaurant in London wants to get more phone calls from people researching places to eat on their mobile phones. How should you optimize this client’s campaign to help achieve their goal?

Include a phone number in the client’s ad’s headline and monitor performance with the top vs. other segment

Add call extensions to the client’s ads and monitor performance with the mobile clicks-to-call segment

Include a phone number in the client’s ad’s headline and monitor performance with the mobile clicks-to-call segment

Add call extensions to the client’s ads and monitor performance with the top vs. other segment

*** Mr. Swanson’s politics students had to create a blog about their policies if they were elected to be on the school’s student council. One student received a nasty response from an online user she doesn’t know. What advice should Mr. Swanson give her to overcome this type of response?

Check and change privacy settings on her blog to see if she had shared it with just members of her school or with the public

Document the user’s details

Block the person from accessing the blog

Report the incident to a member of staff if it happens again

Respond directly to the person and challenge their comments

Search for the user through other online networks and retaliate there

*** Ms. Garcia has divided her class into groups to work on different geography projects. Each group will present their project to the class using Google Slides. What are some benefits of using Slides in group projects?

Students can browse and copy slides created by any student at any other school

Students can edit speaker notes to help improve each other’s presentation delivery

Students can comment on slides to provide feedback for their group members

Students can collaborate on the slide desk at the same time

Students can import vides from YouTube or a Drive folder they’ve shared with each other without additional software

*** Mr. Jones in keen to move to a paperless class as he finds the process of managing assignments time consuming. How will shifting to Classroom help?

When a teacher sets an assignment in Classroom, email notifications and the class Stream ensure students don’t need to be constantly reminded

Teachers can define answers when they set assignments to enable auto-grading

When a student completes an assignment, Classroom automatically emails all related documents to peers in their class for review

Students can call their teacher using Classroom if they need help on an assignment

Teachers can grade and comment on assignments directly in Classroom and students will immediately receive email notifications to view their scores

Students can exchange messages with each other to help clear up any assignment misunderstanding without having to ask their teacher

*** Mr. Hoffman is using Google Slides to introduce a new class project. He wants to embed and link to Docs, Forms and Drawings in order to make his slides more interactive. Use drag and drop to match the Google App with a way that it can be used within slides to encourage student participation.

*** Integrating technology in the classroom can benefit a school in many ways, and for various groups of people. Match the benefits of a digital classroom with the pain points they overcome by moving the rows up and down.

*** Students already familiar with a web-connected world will feel immediately at home with Google Classroom. What benefits will they enjoy from their assignments going online?

Students can discuss assignments in a collaborative environment

Students can choose to have assignment results sent direct to their phone as a text message

Students can view each other’s assignments if they need ideas

If students are sick from school they can cancel pending assignments from home using the Cancel button

Students can see at glance when assignments are due

Assignments and resources are kept organized in one place

*** Mr. Bentley finds it easy to use Google Docs, Sheets, and Slides in his classroom as they are very similar to other programs he’s used in the past. He overhears his colleague Ms. Bernard talk about using Google Forms as well, but isn’t sure how it’s relevant in a school environment. Which of the following are relevant uses for Google Forms in education?

Designing a logo for a school football team

Surveys for collecting data for group projects

Gathering feedback on field trips

Create formative quiz checks at the end of each lesson

Performing basis calculations with numeric data

Creating an interactive presentation

*** Ms. Dent wants to use Google Forms and Google Sheets to collect and tract different aspects of her students’ work. Use drag and drop to show how she could use these Google tools effectively.

*** Mr. Brixham is the principal at a large school and receives an overwhelming volume of emails from teachers, support staff, students, parents, and the school district governors. He often struggles to find important emails quickly. How can he use the search function in Gmail to locate emails more efficiently?

Search for emails containing hyperlinks

Search for keywords within emails

Filter emails by word count

Filter emails that have attachments

Search for emails within a label

Search for emails by sender or recipient

*** Mr. Murakami leaves written notes with motivational quotes for his students by writing them on paper and leaving them in different locations in his classroom. Occasionally his students will claim they didn’t get a note or admit that they lost it. What can he do to overcome the issue and still send these motivational messages?

Use Hangouts to video call his students when he needs to talk to them urgently outside of school hours

Use YouTube to send links to relevant videos to help with their research

Use Calendar to set up a task calendar for deadlines

Use instant messaging in Hangouts to send messages directly to students, which can be received on a PC or through a mobile app

Use Groups to send group messages to all students in his class

*** Ms. Villagarcia has been tasked by the principal to improve communication and discussion between teachers and support staff. What is the most appropriate tool to fulfill this need?

She can use Google Sheets to take minutes during faculty meetings and share them with participants and missing faculty members.

She can use Google Sites to build a website containing all of the school’s policy documentation and set up a contacts page so staff members can send their comments directly to her to distribute to relevant people.

She can use Google Groups to easily create an online discussion forum and invite all relevant people to start conversations and participate in different discussion topics in one accessible place.

She can use Google Drive to create a shared folder containing school admin and policy documents, useful templates and other shared resources.

*** Mr. Yarmouth needs to contact a student’s parents to congratulate the student on improved progress. However, their first language is German and they are not fully fluent in English. What is the quickest action he could do to produce an effective email on his own?

Use Google Search to find someone local offering German translation services to help with the email

Post the message text on Google+ to see if someone can help translate it to German

Search the Chrome Web Store for the Google Translate extension for Chrome. Use the extension to provide a German version of the text within the email

Use Gmail to send a message around the school to search for a student who can help translate the email to German

*** Mr. Kapoor struggles to find inspiration from his peers. What is one benefit of establishing a Personal Learning Network (PLN)?

By subscribing to a Personal Learning Network, he would get paid access to educational material and advanced digital teaching tools.

By forming a Private Learning Network, he would get access to an exclusive website that allows for cloud-based resource sharing and messaging between local educators.

By joining a Professional Learners’ Network, he would get access to teacher training courses, and join regular seminars conducted by teacher training specialists

By establishing a Personal Learning Network, he would develop links with other local and non-local educators to share ideas and best practices, and to call upon for teaching advice.

*** You need to speak with local schools to discuss a sports tournament you are hosting at short notice. Your intention is to gain feedback on a planned program of events and share images of available facilities. Match the feature of Google Hangouts with its benefit by moving the rows up and down.

*** Students in your biology class sometimes struggle to understand biological processes, like digestion. What digital activities can help get students more involved in exploring a process?

Teacher gives students relevant textbook chapters to research the subject

Teacher provides useful videos in a YouTube playlist

Students create a diagram in Google Drawing to explain the biological process

Students print their findings and paste it in their workbook

Students use Google Search to research the subject

Students create a group presentation in Slides to present their findings to the rest of the class for discussion

Teacher shares work completed by students the previous year that is shared on a Google Site

*** Mr Blakeney’s students are starting to think about their future careers and which digital classroom skills they need to develop. Use drag and drop to separate digital classroom skills from traditional ones.

*** Why explain the importance of digital citizenship in a digital classroom?

So students maximize opportunities to earn money online

So students understand what they should and shouldn’t do online, and to act in a safe and respectful manner

So students can connect with the most relevant people through social media

So students understand how to get the most views and interaction to make their online content go viral

*** Mr. Elba is editing a presentation in Google Slides and wants to improve the appearance of the slides. What visual elements can he incorporate into his presentation to make it more visually appealing?

Embed relevant YouTube videos to break up the text and presentation

Insert fonts and color combinations intentionally to attract attention to key elements of the lesson

Use as much text as possible to provide a more thorough understanding of the content

Change the background color of the slides so they are not all white

Insert audio files to play sound effects and music at specific slides

*** Mrs. Powell is looking at ways to reduce the amount of printing undertaken in class. How can Google Drive help?

Google Drive can automatically reformat documents before printing to save on paper

Google Drive makes files easily accessible from anywhere, so there is less need to print and carry documents into class

Google Drive can be configured so the printing of files in class is password protected

All class print requests can be rerouted in Google Drive to the school office

Files in Google Drive can be shared with a simple link in an email. No need to print a copy for someone in class

*** Ms. Pietersen is the deputy principal in a school split across two sites. She travels regularly between the two sites by bus, but is annoyed with the amount of time she wastes traveling. She would like to make better use of her commute time. What can she do?

She can use the Offline View app on her smartphone to download an offline version of all unread emails so she can read her emails while traveling.

She can use the YouTube app on her smartphone to listen to music and use that time to relax between on-site meetings.

She can use the Gmail mobile app on her smartphone to access her school email account to read, send, and reply to emails.

She can turn on the Agenda app on her PC before she travels, which will sort her tasks and meetings while she’s traveling and arrange them in priority order when she’s back at her PC.

*** Mr. Perry has bookmarked a large number of webpages in Chrome while researching class topics. Unfortunately, he’s bookmarked so many that he’s struggling to find relevant content quickly. What can he do to simplify this?

Delete bookmarks that are not urgently required and search for them again when they are needed

Use the search function in the Chrome Bookmark Manager

Rename bookmarks so they are labeled clearly

Create a Doc that lists all favorite websites with links

Organize bookmarks into themed folders

*** Which of the following is NOT a best practice for a financial company to keep users from dropping out of the funnel?

Remembering and prefilling preferences of registered users in forms

Letting users convert as a guest

Asking for registration to use the site

Using click-to-call buttons for complicated forms or complex tasks

*** A Progressive Web App:

slows experience and therefore decreases conversion rate

needs high bandwidth environments

works even with unreliable network through service worker

is the same as Accelerated Mobile Page

*** Which metric is affected by slow pagespeed?

Clickthrough rate

Impressions

Conversion rate

Viewthrough rate

*** Research shows that mobile users expect to:

tap the logo at the top of a mobile page to take them back to the homepage

see the logo below the fold on mobile sites

tap the logo at the top of a mobile page to take them to a “Contact Us” page

tap the logo at the top of a mobile page to take them to new products

*** Mobile sites:

are accessed through the desktop device’s web browser

require approvals to access

have specific functionality for mobile devices

need to be downloaded or installed to a device

*** Which most accurately describes the purpose of compression?

Combining files

Minimizing file size

Fitting more into the cache

Making the code faster

*** True or false: Mobile pages that load 1 second faster see up to a 27% increase in conversion rate.

true

false

*** Why did Facebook create “2G Tuesdays”?

To run a random experiment

To understand how people on 2G use their product

Facebook didn’t create “2G Tuesdays”

Most users are on 2G

*** What is a valid event for a Service Worker to emit when it’s registered?

Idle

Canceled

Stop

Install

*** Which of the following is NOT a best practice to optimize forms on mobile?

Using a real-time validation for errors in forms

Exposing options instead of using a drop-down menu

Showing labels inside form fields for convenience

Offering users a numerical keyboard for telephone number field

*** Currently, Google Optimize does NOT currently allow you to:

use your existing goals and metrics in Google Analytics as experiment objectives

serve experiments to specific groups of users that you’ve defined as Audiences in Google Analytics

do heatmap analysis to better understand to user behaviour on your site

test new website designs, layouts and content with a subset of your visitors

*** At a minimum, what Speed Index score should you be aiming for?

Within 10% of similar sites

Less than 5000

Greater than 5000

Greater than 95%

*** Why can an intermittently available mobile network result in a poor experience?

It is less secure than WiFi

Enabling WiFi reduces battery life

It uses more data

Some assets might not be loaded

*** To discover and prioritize landing pages for potential improvements to the user design, you should check the:

Exit Pages Report focusing on Page Views metric

Landing Pages Report focusing on Bounce Rate metric

All Pages Report focusing on Unique Page Views metric

All Pages Report focusing on Average Time on Page metric

*** True or false: Using a mix of desktop and mobile-optimized pages on mobile sites improves the user experience since some users are more familiar with the desktop version of the site.

False

True

*** How does AMP work?

Doesn’t let extension mechanisms block rendering

Keeps all third-party JavaScript out of the critical path

All of the answers are correct

Allows only asynchronous scripts

*** Which is NOT true about responsive sites?

Responsive sites are cost-effective

Responsive sites are easier to maintain

Responsive sites usually have faster load times versus separate (m.dot) sites²

Responsive sites have one codebase, deployment and URL

*** True or false: Constructing the Document Object Model (DOM) requires style information.

False

True

*** Before introducing mobile site design best practices to your clients, you should examine their:

existing mobile sites

staffing and budget

design process

page speed scores

*** A good notification:

is relevant

can be dismissed

delivers in the background

has a default action

*** According to a Google poll, what is the top frustration when users browse the web on their mobile device?

Watching a video

Waiting for slow pages to load

Being shown interstitials

Not knowing where to click

*** How can you make the job simpler for the browser?

Follow the style guide

Add more parents

Change the selector to a class

Create more complex CSS

*** To optimize for speed, you shouldn’t use too many webfonts and you should minimize the number of _____.

dingbats

descenders

variants

ligatures

*** How do you prioritize optimization of a mobile site for browser versions or screen resolutions:

Look for the highest number of sessions and lowest conversion rates (or highest bounce rates)

Look for the oldest version of your site

Optimize all at the same time

Prioritize the site with the highest conversion rates

*** Which of the following is NOT true about the site search experience on mobile sites?

Smart-search features like auto-complete and corrected misspelling are especially important to have on small screens

Users rely on filters to narrow down search results

Comprehensive search results are better than concise results

Positioning site search at the top of a mobile page with an open-text search box is a best practice

*** In which of the following situations can a high bounce rate be interpreted as a good metric?

Campaign landing page brings the user to the product detail page

Campaign landing page brings the user to a page where the company promotes their phone number to receive calls

Campaign landing page brings the user to the first step of a 3-step lead generation form

Vector (SVG)

*** True or false: A/B testing allows you to test two or more elements on the site to understand their effects on each other

False

True

*** Keeping CSS independent of HTML allows us to treat_______and _______as separate concerns.

user experience; speed

images; articles

content; design

analytics; optimization

*** Which of the following describes the Payment Request API correctly?

It replaces your payment processor

It requires a phone with a fingerprint reader

It bypasses the checkout form

It is designed for external card readers

*** What’s the fastest and best-optimized resource?

An image

Web fonts

The one not sent

Javascript

*** What does “Variant A” in A/B Testing usually represent?

Test version of the web page that is modified from the original

Original version of the web page

Greater than 95%

Less than 5000

*** The first step to optimize the critical rendering path is to:

minimize number of critical resources: eliminate them, defer their download, mark them as async, and so on

optimize the order in which the remaining critical resources are loaded: download all critical assets as early as possible to shorten the critical path length

analyze and characterize your critical path: number of resources, bytes, length

optimize the number of critical bytes to reduce the download time (number of roundtrips)

*** True or false: You can experiment with Google Analytics features by using the Google Merchandise Store demo account.

True

False

*** Why are push notifications important for advertisers?

They give users the opportunity to re-engage with content they are interested in

The information they deliver can be acted on immediately

All of the answer options are correct

They deliver timely updates to users

*** Which of the following statements is true about the mobile experience of users?

It’s important to use call-to-action buttons to keep users in the same browser window

It’s important to show a prominent “full site” label on a mobile site

Users are willing to accept longer load times for high-resolution images

It’s important to show as much information as possible on the visible part of a mobile site

*** Which of the following reports in Google Analytics helps you to identify leakages from the conversion funnel?

Top Landing Pages Report

Device Usage Report

Checkout Behavior Analysis Report

Product Performance Report

*** Why do CSS @imports harm performance?

They create a less efficient CSSOM

They require additional CPU time to parse

They can introduce unwanted dependencies

@import loads files less efficiently than <link>

*** Which is an example of an unnecessary resource negatively impacting the user experience?

One web font

Optimized images

Lazy loading

A photo carousel on the homepage that allows the visitor to preview multiple photos with a quick click

*** Which of these features is part of a Progressive Web App?

Location API

UX API

Add to home screen

Call API

*** Which of the following describes an App shell?

It discourages caching of content that overlaps across pages of the website

It is comprised of all page elements which are dependant of the specific page contents

None of the answer options are correct

It provides a fast first impression gracefully transitioning to a fully loaded page

*** True or false: To instruct the browser to use the default device width, you would use .

False

True

*** When referring to the critical rendering path in site performance, a critical resource is:

a resource that could block initial display of the page

a resource that takes more than 500ms to load

any resource that must be loaded

any resource that returns a 404

*** Which describes how a Service Worker operates?

It can be used only when the user is browsing the website

None of the answer options are correct

It doesn’t handle network requests coming from the navigation on the website

It runs a programmable network proxy

*** Which format is preferred for multi-device and high-resolution icons?

Data URLs

Vector (SVG)

PNG

JPEG

*** In the layout step, the browser:

forces the DOM to be rebuilt

first resizes elements before computing their position

displays the on-screen elements in their new positions

“computes the size and position of render tree elements “

*** Which components often account for most of the downloaded bytes on a web page?

Fonts

JavaScript

Articles

Images

*** AMP ______ the page ______ waiting for resources to download.

displays; after

caches; before

indexes; while

lays out; without

*** Which is a benefit of a mobile site over an app for businesses?

Shorter development timelines

You have to build a separate site for tablets and phones

Mobile sites require approvals before one can gain access

Mobile sites only work on Android

*** True or false: Images should never change when rotating a device screen or between different device sizes.

True

False

*** Which is NOT part of AMP:

AMP HTML

Inline CSS

Custom Fonts

Analytics

*** True or false: JavaScript can block DOM construction unless explicitly declared as async.

false

true

*** Which is true about calls-to-action usage on mobile homepages?

A call-to-action should be prominent on the visible area of the mobile homepage

The same call-to-action should be used both on mobile and desktop sites

A call-to-action should be on the second page

A call-to-action should be used in menus only

*** Which allows for efficient font reuse between pages?

WOFF2 fonts

The font matching algorithm

Revalidation token

The local() directive

*** Some users aren’t comfortable converting on their mobile device. What could be an action you can take to improve their experience?

Asking the user to register to save their details

Showing the desktop version of the site on mobile devices

Offering secondary call-to-action buttons, like social sharing

Making your primary call-to-action buttons more prominent

*** If you’re in an animation like scrolling, you should ideally be looking to keep your JavaScript to something in the region of:

5ms – 6ms

9ms – 10ms

3ms – 4ms

7ms – 8ms

*** The App shell helps with:

Improving elements of the UX

Making transitions between pages faster

Creating a fully optimized site

Making the full page load faster

*** What is a tool that you can use to emulate and simulate a site that’s experiencing poor or unreliable connectivity?

Webpagetest.org

Pingdom.com

Speedtest.net

Speedguide.net

*** Before the browser can render the page, it needs to construct the:

DOM and CSSOM trees

UX trees

Pixel pipeline

HTML and JavaScript

*** The render tree contains:

the DOM

content of the page

the styles of the page

visible content

*** At a minimum, what page weight should you be aiming for?

2.1MB

2MB

More than 3MB

Less than 1MB

*** When using Chrome devtools, what should you limit the connectivity to?

Regular 2G

Regular 4G

Regular 3G

No Throttling

*** Image information such as location and camera description can often be deleted to reduce image sizes. This type of information is called:

GZIP

metadata

raster

vector

*** For each font on your website you should:

Make sure to add as many as possible

Minimize the HTML

Add CSS

Minimize the number of used variants

*** Which changes to “geometric properties” affect the layout?

All of the answers are correct

Top

Heights

Widths

*** To deliver the fastest possible time to first render, you should minimize the number of:

critical resources

critical HTML classes

critical JavaScript functions

CSS classes

*** How many times per second do most devices refresh their screens?

60

35

100

20

*** Resources with responses that are ______ for all users are great candidates to be cached by a CDN.

variants

sized

identical

different

*** The Google My Business messaging tool allows customers to reach business owners through what type of communication?

Text messaging

Bulletin boards

Email

Video chat

*** You are using Google My Business to promote your restaurant online and attract new customers. What feature can you use to encourage new people to try you out?

In-search call button

Customer reviews

Insights

Dynamic ads

*** What can you use to write applications that manage a Google My Business account and location data?

Google My Business with AdWords location extensions

Google My Business website builder

Google My Business application programming interface (API)

AdWords Express

*** Cozy Coat Factory is a large chain retailer of discount fashions. Many of their stores are located within shopping centers and outlet malls. How should you input the business name of these locations in their bulk upload spreadsheet?

Include the name of the shopping center in the business name

Use the core business name, as it appears in the real world

Add the store code to the business name

Use the shopping center’s name as the business name

*** You just started using Google My Business and you want to see how many of your customers have been interacting with your business online. What feature can you use to access this information?

Insights

Google My Business data reporting

AdWords Express

Location tracking

*** Michelle wants to know how she can improve her business listing so it reaches the most people online. What can she do to get the information she needs?

She can use insights to see how many people saw her business online and the types of things they were searching for when her listing appeared.

She can review the call information to see how many customers are calling her directly from their online search.

She can ask her customers to provide the information as part of their review.

She can review her AdWords Express account to see what ads she has connected to her listing.

*** You just created a new product and want to get in front of potential customers who use Google Search and Maps. What is the most suitable Google My Business tool you can use to accomplish this?

Website builder

Analytics

Posts

Messaging

*** Juan wants to claim an existing listing for his business. What does he need to do to get started?

Start a new listing and request to merge it with the existing listing

Click on the listing and start editing his business information

Request a verification postcard with a code to access his listing

Log in to Google My Business, search for, and select his listing

*** How can business owners benefit from using AdWords Express with their Google My Business listing?

It gives them the ability to instantly verify their business through AdWords Express.

They can create and manage a website in AdWords Express right from the Google My Business profile.

They can log into AdWords Express right from their Google My Business profile to create an ad campaign.

They can add their business listing to Google Maps.

*** What are the verifcation options for businesses with 10 or more locations?

They can import and verify their locations in bulk.

They only need to verify one location, and the rest will be automatically verified.

They will have to enter and verify their locations individually.

They can enter their location information in bulk, but will have to verify each location individually.

*** You made changes to your business listing, but Google flagged the edits as pending. What do you need to do so your updated information appears in your listing?

Review the information and make any necessary changes

Complete a change of information form

Delete your information and resubmit it

Submit a request to Google for approval

*** Lamin has requested and is awaiting his verification code, when he realizes he needs to edit some of his business information. What should he do next?

Edit his listing and request a new verification code

Edit his listing and enter the verification code when he receives it

Call Google support so they can edit his business information

Re-start the process to claim his listing and request a new verification code

*** Bob owns a small café with a Google My Business listing, but he’d also love to have a mobile-friendly website as well. He doesn’t know much about creating websites. What’s a tool that Bob can use to create his site?

Posts

AdWords

Messaging

Website builder

*** Jessica has claimed and edited her listing, but she is still not seeing her changes live on Google Search. What step does she need to complete to finalize her listing?

Account verification

Link her account with AdWords

Business verification

Create a Google My Business owner account

*** Alan wants to make sure customers searching online know about the new line of shoes his store is now selling. What can he do with his Google My Business listing so customers learn about his new product?

He can add photos of the new products so customers will see them when they search online.

He can review customer interactions in insights to see what his customers are searching for.

He can respond to customer reviews about his products so they know about the products he has to offer.

He can update his business listing so the brand name appears in his information.

*** Google Tag Manager helps you manage your website in which of the following ways?

Simplify and speed up tag deployment

Specify when tags should fire

Manage different versions of tags

Increase audience reach

*** Google Tag Manager can only be used with Google tags

True

False

*** To create a tag implementation plan, what are the recommended guidelines?

Decide which of your existing site tags you can move into Tag Manager Decide what static and dynamic values you’ll want to pass from your website Choose which tags can collect the data you need

Decide which Tag Manager account to link to Google Analytics

*** Which Tag Manager tag would you use to track metrics and dimensions in Google Analytics?

DoubleClick Floodlight Counter tag

Google Ads Conversion Tracking tag

Google Ads Remarketing tag

Google Analytics Pageview tag

*** What is stored in a Tag Manager container?

A grouping of all of your Tag Manager accounts

A collection of variables defined in Tag Manager

A Javascript object that holds data passed from your website

A​ collection of website tags and triggers

*** What is a “container snippet” in Tag Manager?

Javascript code placed on each page of your website

A Javascript object that holds data passed from your website

A collection of website tags and triggers

Analytics tracking code

*** A Tag Manager account allows you to do which of the following?:

Manage tags for one or more websites

Manage user permissions in your Google Analytics account

Connect multiple Tag Manager accounts to a single Google account

Control access permissions to a Tag Manager account

*** What is a “trigger” in Tag Manager?

A trigger determines which events fire on your website

A trigger instantiates the data layer

A​ trigger fires a tag in response to a website event

A trigger publishes a tag to your website

*** What are the three parts of a trigger in Tag Manager?

Variables,​ operators, and values

Operators, tags, and variables

Variables, operators, and the data layer

Tags, values, and the push method

*** How do you enable a built-in variable in Tag Manager?

Publish the built-in variable in the Publish Now area

Create a user-defined variable in the Variables tab

Select the built-in variable in the Variables tab

Uncheck the built-in variable in the Variables tab

*** When logging into Google Tag Manager for the first time, what needs to be set up?

A Google Analytics account

A Tag Manager account

The data layer

Cross-domain tracking

*** Where can the container code be found in Google Tag Manager?

In a pop-up window after you create an account and container

Under the “Accounts” section by clicking into the container

Under “Admin” by selecting your container and clicking “Install Google Tag Manager”

Under the “Versions” section by clicking into the tag

*** Which Tracking ID format should be used when setting up an Analytics Pageview tag?

UA​ -123456-7

123456

123456-7

UA-123456

*** What kind of variable should be used for a reusable Google Analytics property ID variable?

User-defined Constant variable

User-defined Data Layer variable

Built-in Event variable

Built-in Click Classes variable

*** Which are benefits of using the data layer in Tag Manager?

Write and edit code in the GTM interface

Pass data into third-party applications

Use data to fire tags

Encrypt data automatically

*** Where should the data layer object be placed in the website code?

Before​ the container snippet

After the container snippet

Inside the container snippet

At the bottom of your HTML

*** How are variables structured in the data layer?

As Javascript cookies

As variable types

As containers

As​ key-value pairs

*** Which can be used to populate information to the data layer?

Use​ Javascript to pre-populate values in the data layer when a web page loads

Use Google Ads to push information to the data layer

Use Google Analytics to push information to the data layer

Use a Javascript method to push values from your web page into the data layer

*** Data Layer variables automatically persist across different web pages

True

False

*** To pass static values from a website into Google Analytics Custom Dimensions using the data layer, which of these must be set up?

A Custom Segment

The data layer

A Data Layer variable

A Google Analytics tag with a Custom Dimension

*** The data layer “push” method allows you to do what?

Push data from Google Analytics to your website

Push​ data from your website into the data layer

Push data from Google Ads to the data layer

Push data from one Tag Manager account to another

*** To pass dynamic values from a website into Google Analytics Custom Metrics using the data layer, which of these must be set up?

A Trigger

The data layer

A Data Layer variable

A Google Analytics tag with a Custom Metric

*** To send Custom Dimension data with an Analytics Pageview tag, what do you need to add to the Pageview tag in Tag Manager?

The Tag Manager account ID

The Analytics property ID

A Javascript push method

The​ Custom Dimension index number

*** To send Custom Metric data with an Analytics Pageview tag, what do we need to add to the Pageview tag in Tag Manager?

The Tag Manager account ID

The Analytics property ID

A Javascript push method

The​ Custom Metric index number

*** What event type would you choose to track button clicks using an event trigger?

Click

Form

Page View

History Change

*** What kinds of website actions can trigger a Google Analytics event tag in Tag Manager?

Submit button clicks

Play button video clicks

Menu selection

Closing a web page

*** What kind of user-defined variable should you use to track the URL of a webpage in Tag Manager?

Page Path variable

URL​ variable

Click Classes variable

DOM element

*** What Tag Manager variable type should you use to track only the part of a URL after the hash sign?

URL Port

URL Query

URL​ Fragment

URL Path

*** Which built-in variable should you use to define an event trigger based on the class of a Submit button?

Built-in Event variable Built-in

Element variable ​Built-in

Click Classes variable

Built-in Click Target variable

*** To create an Google Ads Conversion tracking tag in Tag Manager, which of these is needed from your Google Ads account?

Google Ads Account number

Conversion Label

Conversion ID

Conversion Property

*** What would you put in the Conversion Value field to dynamically capture the conversion values associated with your Google Ads tag?

A built-in Referrer variable that records conversion URLs

A user-defined variable that records conversion amount

The median amount users spend according to Analytics

The projected amount users will spend according to Analytics variable that records conversion URLs

*** What does Google Analytics Dynamic Remarketing use to show website visitors ads for content they previously viewed?

Hit​ and session attributes collected via the data layer

Products the user has +1’d in Google Plus

User​ information from the Analytics cookie

Hit and session attributes collected from Google Ads

*** To set up Dynamic Remarketing in Tag Manager, where do you enable data collection for Advertising Features?

Google Ads account admin settings

Analytics account admin settings

Tag Manager account admin settings

Tag Manager dashboard

*** What does Google Ads use to generate dynamic ads based on a user’s past interactions with website products and services?

Browser cookies

Javascript methods

Dynamic​ attributes

User profiles

*** Where can you find a list of business-vertical attributes for Dynamic Remarketing?

The​ Google Analytics Help Center

The Google Analytics Admin area

The Tag Manager Admin area

The Google Ads Admin area

*** For Dynamic Remarketing, what kind of variable needs to be set up in Tag Manager to collect information in the data layer?

Constant variable

Data​ Layer variable

Google Ads variable

Event variable

*** For Dynamic Remarketing, what needs to be set up in Google Analytics to collect information from the data layer?

Constant variable

Data​ Layer variable

Google Ads variable

Event variable

*** For Dynamic Remarketing, if you wish to use the data layer to collect when a user adds a product to their shopping cart without refreshing the page, what Analytics track type would you use?

Pageview

Event

Transaction

Social

*** For Dynamic Remarketing, to set your tag to fire on a particular page, what should your trigger variable be set to?

Page URL

Referrer

Click Classes

Page Hostname

*** How can you add simple animations quickly in Google Web Designer?

Use the timeline’s Quick mode

Use the Animation panel

Insert one from the Animation library

You can’t, animation isn’t supported

*** How do you build a creative in Google Web Designer that restyles to fit portrait and landscape mobile phone orientations?

By marking both landscape and portrait checkboxes

By saving a different creative for each

Google Web Designer creatives cannot restyle to fit screen orientation

By including portrait and landscape versions within the same creative

*** What does Google Web Designer help beginners do?

Consult award-winning graphic designers

Build creatives without HTML5 coding skills

Learn HTML5 from experts

Test ads on different browsers simultaneously

*** How do you navigate between the wider canvas version and narrower canvas version of your responsive creative?

By clicking left or right of the width breakpoint on the top ruler

By choosing Wide or Narrow in the Navigate menu

By using the Alt-Tab buttons

By targeting the creative for wider screens in the ad server

*** How can you add detailed, sophisticated animations in Google Web Designer?

Import them from an animation tool

Choose them in the Animations menu

Use the timeline’s Advanced mode

Download them from Google Web Designer’s website

*** How can you move an element in Quick mode animation?

By adding a scene and moving the element where desired

By moving the element on the stage and clicking the play button at the top of the animation timeline

By selecting the element you want to move in the timeline and setting an event marker

By selecting the keyframe in the transition editor

*** How do you change the font text in your creative?

By double clicking on the text tool

By importing the font as an asset and dragging it onto the stage

By choosing the font menu in the text tool

By selecting the font in the property inspector

*** What does Google Web Designer offer HTML5 coders in particular?

A code sample library

See tips from award-winning graphic designers

Target ads to specific browsers

HTML5 syntax highlighting and autocompletion

*** Where are the settings you need to make creatives adjust to screen size and orientation?

In the timeline

In the Responsive panel

In the advanced video editor

The view menu

*** How do you build a creative in Google Web Designer that restyles to fit larger and smaller screens?

By including larger and smaller versions within the same creative

By turning on the creative’s auto-adjust

By saving two different creatives in Google Web Designer

By setting the ad server to auto-adjust

*** How does Google Web Designer help you build sophisticated creatives quickly?

By rendering videos quickly

By providing direct uploads for creatives

By providing feature-rich templates

By pulling reusable code from the web

*** How can you get your creative to appear in the template library?

Submit it to Google for inclusion

Creatives already automatically appear there

Save it as a template

You cannot add creatives to the library

*** How do you add a YouTube video to your creative?

By adding the video link in the video component Properties panel

By importing the original source video as an asset

By dragging the video component onto the stage and adding the YouTube video link in the text box

By adding a video event in the Events panel

*** What is a Google Web Designer feature that can accelerate ad creation for HTML5 coders and non-coders alike?

High-speed publishing technology

Library of advanced ad templates

Rapid pixelation

Advanced video rendering

*** How do you build a wider canvas version of your creative for wider screens?

Choose Wide in the Canvas dropdown

By adding a width breakpoint in Landscape rules

By targeting the creative for wider screens in the ad server

By marking the All orientation checkbox

*** What are two reasons why it’s important to share your Hootsuite Analytics data with other members of your team? (pick two)

to guide your team’s social media tactics to do more of what’s working

to provide colleagues with relevant content to publish with the compose box

to demonstrate the ROI of your social media efforts to more senior leadership in your company

to provide more accurate geo-location search results in your streams

to supply colleagues with data required for bulk uploader entries

*** One benefit to using the Post Performance area within Hootsuite Analytics is that you can sort posts by:

Shares

Engagement Rate

Reach

Comments

all of the options in this list

*** Unlike a Twitter Geo-Search, which is based on a specific geo code, Instagram’s location search uses:

a list of approved, global locations

an image match of a location landmark

a post office delivery code

latitude and longitude markers

*** Which of the options below best describe the action being undertaken in the visual? (Duplicate)

Adding a stream to publish Twitter messages.

Creating a stream to search a network for specific terms.

Adding a new Hootsuite user to your Twitter account.

Creating a Hootsuite Analytics board around mentions.

*** When using the Hootsuite dashboard to post images to your personal Instagram account, there is a step that must be completed within the Instagram app itself–which is it?

Scheduling when your Instagram post should publish.

Publishing the image to your Instagram account.

Composing the text you’d like to accompany the image.

Selecting the image you’d like to publish.

Including a shortened Owly link that will accompany the post.

*** Which of the following is not a metric type generated by the overview metrics module in Hootsuite Analytics?

follower growth

Engagement

total posts

share of voice

*** When using an RSS feed within Hootsuite, you can limit the amount of content being automatically pushed out to your followers by:

turning on the ‘Approvals Queue’, which would require admin approval of each RSS feed post

specifying the demographics of who should receive RSS feed updates (e.g., by age, gender, occupation, etc.)

specifying under ‘Preferences’ the RSS feed topics you’d like excluded

setting the frequency that Hootsuite checks for new content to once a day, rather than once an hour

*** Sometimes exchanges within a comment thread (in a stream) can become very long and hard to keep track of. If a particular thread is too important to miss, Hootsuite lets you quickly create a dedicated ________________ for that conversation to stay on top of the action.

comment stream

private message stream

geo-targeted auto-response

Auto-assignment

external tag

*** Which of the following is not a benefit of using Hootsuite Analytics?

it’s more efficient to gather metrics data in one place, rather than several different sources

metrics data that are updated in real-time

a highly visual, customizable interface

highly accurate estimates of the monetary value of each like, retweet, share, and new follower

*** What are two best practices for discovering whether a message you’ve scheduled with Hootsuite has failed to send? (pick two)

download a ‘Past Scheduled’ report from Hootsuite Analytics, and cross-referencing it with posts actually published on your social properties

enable email notifications for failed messages under ‘Preferences’

review the ‘Past Scheduled’ calendar view in Publisher for entries colored red

regularly check Publisher’s ‘Rejected’ tab

*** When using the Hootsuite Planner feature, the fastest way to compose a new message is to:

click on a time slot and choose new post/new pin

press “command N”? for new and begin typing

create a new stream and click the plus sign

exit planner and open the Composer from the top right corner

*** In the Composer, there are 3 ways you can attach an image. Which of the following is not an option for attaching an image?

insert an image from an Instream Tweet

uploading from a Hootsuite Integration (e.g., Adobe Experience Manager)

picking an image from the Media Library

uploading it directly from your computer

*** Unlike the overview module in Hootsuite Analytics, which offers one set of aggregated analytics data, ___________________ allows you to run an unlimited number of customizable and shareable real-time analytics reports, dialed precisely to the diverse reporting needs of your organization.

the Reports feature

the Metrics module

the Social Data feature

the Insights feature

the Analytics module

*** When using Hootsuite to publish to Instagram, there are some types of posts that require using the “Mobile Notification Workflow”?, which involves a few additional steps. Pick the post type below that does NOT require using the “Mobile Notification Workflow”?.

Image posted to a Business account

Image posted to a Personal account

*** It’s important to ensure you’ve done the following steps when scheduling messages using the Hootsuite bulk compose feature. (pick two)

input the date in MONTH, DAY, YEAR or DAY, MONTH, YEAR format

convert the document into Hootsuite’s .hoot format and upload

ensure you use a 24-hour clock format (e.g., 17:00 rather than 5:00pm)

input your messages into a text document using an up to date version of Microsoft Word

*** Conversations on Twitter move fast and it’s easy to miss the opportunity to engage with an important influencer or prospect. _____________ are a great way to group together similar people and topics in Twitter so you can focus on activity within a group without distractions.

Twitter streams

Twitter spaces

Twitter lists

Hootsuite groups

Twitter groups

*** Within a Hootsuite Analytics report, you can add a tile, which is:

an individual display of a specific metric.

a pre-set campaign template, targeted at specific social media objectives.

a tool for tracking the posts and conversations happening in your area.

an executive-level overview of common, aggregated metrics.

a pre-set display of line charts, tables, and tree maps.

*** A vanity URL in Hootsuite is best described as:

a set of re-direct links provided to your organization’s administrator by Hootsuite

a customizable, branded URL that also lets you track click-through statistics

one that contains a custom domain suffix, such as .io .ly .ing .love

a web address within a set of sub-domain names associated with certain industry segments

*** When onboarding new team members in Hootsuite Analytics, we recommend ________________ to reduce the risk that something is changed incorrectly or accidently.

giving them monitored admin level permissions

creating dummy reports using fake social accounts

sharing reports in read only form

having them share a coworker’s credentials

*** After you’ve uploaded messages into Hootsuite using the Bulk Compose feature, where would you go to review and make edits to those messages?

Planner

Analytics

Impact

Insights

Tabs and streams

*** Hootsuite Publisher is an area of the dashboard that gives social media managers:

the ability to track response times to incoming social posts

insights into publishing analytics, such as click-through rates, impressions, and CPCs

the ability to publish directly to popular blog platforms, such as WordPress, Medium, LinkedIn, and Tumblr

the ability to schedule posts to multiple networks, and then review, revise, rearrange, and export them

*** When using Composer, what’s the purpose of the social profile picker?

to connect an existing social media account (e.g., Facebook, LinkedIn) to your Hootsuite dashboard

to create a network specific search stream in the Engagement area

to select the social profiles to which you want to publish your message

to monitor account activity on your social networks connected to Hootsuite

*** See the visual below. Why is the action being taken here important?

Publishing messages is how you’ll engage your audience.

Adding 3rd party apps to your Hootsuite account is a great way to customize your dashboard for your unique business case.

Without performing this action (at least once), you can’t take any actions within the Hootsuite dashboard.

Running reports is a vital part of demonstrating ROI.

*** Select the 4 features that are available on Hootsuite Mobile: (pick four)

Planner

Insights

Streams

Team Metrics

Compose

Inbox & Settings

Impact

*** Hootsuite’s mobile app lets you see all the posts you’ve scheduled and adjust publishing times to fine tune how you’re targeting your audience. You can access this functionality in the ___________ area of the app.

Message Assignments

Streams

Planner

Engagement

Compose

Content Library

*** To find and engage in Twitter conversations happening in specific geographical areas that are relevant to your company, you should use:

Hootsuite campaigns

geo-targeted messages

location tags

internal/external tagging

the Hootsuite Surveillance feature

geo-search streams

*** Which Hootsuite feature would you use to draft and schedule a message with two images to LinkedIn, Twitter, and Facebook?

Composer

Impact

Contests

Assignments

Streams

*** If you’re looking for a quick, high-level overview of common metrics such as audience growth, website traffic, and total posts, you should look at:

the ‘Owl View’ in Hootsuite Insights

the overview feature in Hootsuite Metrics

the reports feature in Hootsuite Metrics

the overview feature in Hootsuite Analytics

the reports feature in Hootsuite Social ROI

*** Which of the following is not an action you can take in the pictured area of the Hootsuite dashboard?

send a direct message to a user

publish an outgoing message with photos

like and reply

search for hashtags or keywords

retweet and like

*** Enabling notifications for your Instagram account(s) in your Hootsuite mobile app allows Hootsuite to send _____________ that notify you when scheduled Instagram posts are ready to be published.

owl post deliveries

email notifications

text messages

push notifications

calendar reminders

*** Where in the dashboard would you primarily view and engage with your audience and the social media content published by others?

the content library

tabs and streams

the compose box

the apps directory

*** Which of the following is a reason why you would want to add a moderate stream for YouTube in your Hootsuite dashboard:

to automatically flag comments that contain keywords that you’ve pre-defined in your YouTube settings

to view analytics on your YouTube channel and videos

to limit the number of videos shown in a stream (per 24 hours) to below the threshold you define.

to vet incoming comments on your channel or specific videos by approving or deleting them

to curate unoffensive video content that will resonate with the broadest possible cross-section of your audience

*** You can publish single-image Instagram posts directly from the Hootsuite dashboard IF you have set-up your Instagram account as a ______________ .

premium account

business account

paid account

personal account

certified account

*** To manage comments and replies for all of your YouTube channel’s videos (in Hootsuite), simply add a ________________ stream.

Search

published comments

Replies

YouTube engagement

moderate

*** _______ are created within ________, similar to how you create individual files within a broader file folder.

Libraries; Engagement

Tabs; social networks

Streams; tabs

Engagements; Publisher

Arrows; columns

*** Which tools are found in the header section of the Hootsuite Dashboard? (pick three)

Engagement Streams

App Directory

Message Composer

Account Settings

Quick Search

*** What is the most popular and loved feature of Hootsuite?

the ability to automate all your social media activities (i.e., Autopilot)

the ability to schedule and publish messages to multiple accounts at once

social media analytics and metrics

geo-locating conversations and geo-targeting messages

*** When you share a report with a team member in Hootsuite Analytics, you can allow that team member to adjust the parameters of the report to fine​-tune the insights being generated. To allow for this collaboration, you must set the permission for that user to:

‘Default’

‘Custom’

‘Unlimited Permissions’

‘Super-Admin’

‘Can Edit’

*** Hootsuite’s ever-growing library of 100+ partner apps and integrations is called the:

Hootsuite App Store

Partner Upgrades

Hootsuite Library

Hootsuite Plug-ins

Add-ons

App Directory

*** When saving messages as drafts, it’s important to remember that your draft will not go live unless _______.

you have scheduled it or clicked ‘Publish’

you have admin permissions or higher

you have unlocked the draft for editing

you have approval from a Super-Admin

*** Let’s say you have saved 10 different messages as drafts for a holiday campaign. You now need to schedule these drafts to publish, taking into account other messages that might already be scheduled. Which tool would be most effective for this task?

Do not schedule them which will trigger Hootsuite to automatically assign a time

Use Hootsuite’s Bulk Compose feature.

Use the Hootsuite Planner to drag and drop the drafts into the most appropriate time slots.

Schedule the publishing time when composing the draft, cross-referencing with a calendar.

Use the Auto-Publisher, and set the cadence for everyone 12 hours.

*** Some of the Apps in the Hootsuite App Directory include ‘plugins’ which means that the app:

contains additional security features

contains additional security features

can be integrated across your entire dashboard, rather than just within a stream.

can only be used in one stream at a time.

*** Which statement most accurately describes incoming message assignments functionality in Hootsuite Mobile?

Assignments made from Mobile are not visible in the desktop dashboard.

Assignments functionality is available in desktop dashboard only.

Assignments made from your desktop dashboard will be visible on mobile, and vice versa.

Assignments is a feature exclusive to Hootsuite Mobile.

*** The following Hootsuite Mobile functionality makes it easy to collaborate with your teammates on the go:

Campaigns and Content Library

Content Library and Online Education

Assignments and Approvals

Approvals and Campaigns

Search and Assignments

*** When publishing to Pinterest from Hootsuite, you must include two items, which are:

a scheduled time and a photo

a caption and a photo

a target audience and a link

a photo and a link

*** A benefit of using the Post Performance area within Hootsuite Analytics is that it shows:

suggested copy for creating high performing posts

anticipated trends for your future posts, based on past performance

stats for posts published both natively and through Hootsuite

your share of voice for keywords and hashtags

*** Why would you want to add someone to a Twitter list in Hootsuite?

to block them from commenting or re-sharing your posts to send targeted direct messages in bulk

to boost the SEO of your posts

to group together your published tweets by topic for easier reference

to create a focused feed of similar users such as industry influencers, advocates, or competitors

*** You want to drive traffic to a new landing page for a campaign, and want a web address that’s short, easy to remember, trackable, and reflective of your brand. Hootsuite supports you with:

custom top-level domain suffixes

vanity URLs

enterprise URLs

a batch of custom redirect links

*** A report in Hootsuite Analytics has a flexible, interactive interface into which you can drag and drop an unlimited number of:

templates, which are individual displays of a specific metric

tiles, which are individual displays of a specific metric

overviews, which are pre-set collections of metrics data

trendwatchers, which are pre-set displays of line charts, tables, and tree maps

campaigns, each of which are targeted at a social media objective or goal

*** Publishing to Pinterest with Hootsuite saves time because:

it automatically edits any image you upload into a more ‘pin-able’ version.

you can schedule and post to multiple accounts and boards at the same time.

it guarantees your pin will receive more engagement than posting natively.

the Composer window suggests popular content for you to repin.

*** What best describes the benefit of using Hootsuite, as compared to engaging natively from specific social networks?

Hootsuite provides deeper insights into users’ profiles than is found on the networks themselves.

When engaging on social networks natively, you can’t use the ‘auto-respond’ feature for comments and mentions.

Hootsuite lets you monitor and engage with all your social networks in one place, decreasing the risk of missing an important engagement opportunity.

Hootsuite allows you to see the contents of private profiles, providing thorough and accurate customer insights.

Hootsuite more accurately estimates the dollar value of a like, share, and retweet.

*** Which of the following is not a feature of Hootsuite?

the ability to schedule and publish messages to multiple accounts at once

geo-locating conversations and geo-targeting messages

the ability to fully automate your social media marketing activities (i.e., the Autopilot feature)

the ability to monitor conversations and engage with your audience across multiple social networks

*** Let’s say you draft a message in Hootsuite, but then want to create several variations of that message, without altering the original. Which of the following actions would you take?

Draft Variation

Compose Array

Duplicate a Draft

Message Cascade

*** The data shown in the Post Performance area within Hootsuite Analytics is updated for the first _____ that a post is live.

7 days

24 hours

14 weeks

31 days

*** The purpose of the social profile picker in Composer is to:

select or deselect your existing social networks you’d like to connect to with your Hootsuite account

pick the social networks for which you’d like to generate a statistics report about your publishing efforts

select the social networks you’d like to monitor for activity relevant to your brand

identify the social networks to which you’d like to publish your message

*** When using Hootsuite’s bulk composer, all messages must be scheduled at least _________ ahead of when you plan to import the CSV file into Hootsuite.

2 hours

30 minutes

1 hour

10 minutes

*** When it’s time to publish an Instagram message to a personal Instagram account, how does the Hootsuite mobile app alert you that it’s time to press the publish button in the Instagram app?

Email

a gentle owl hoot followed by the sound of wind blowing through the trees

push notification

text message

calendar reminder

*** Hootsuite Mobile is useful for teams because of the following functionality:

Campaigns and Content Library

Search and Assignments

Approvals and Campaigns

Content Library and Online Education

Assignments and Approvals

*** Which of the options below best describe the action being undertaken in the visual?

assigning an incoming social message to a team member for a response

publishing a social media message to several social media accounts

giving a top performing organic social post a paid boost

creating a new stream for engaging with your audience

adding a social network to your Hootsuite dashboard

running an analytics report to demonstrate ROI

*** Anything you want to do in Hootsuite can be found in either the header or the sidebar, with the main workspace is in the center. Which of the following is not a feature you’ll find in the sidebar (see image below for reference)?

Streams

Notifications

Analytics

App Directory

Publisher

*** The reports feature in Hootsuite Analytics is:

a location search stream, with geocode set for your specific location

where you set up user-generated content contests

a fully customizable, real-time display of social metrics data

you undertake audience testing to determine the best ad product to purchase

where you set the parameters for a Hootsuite social media campaign

*** What’s the difference between a stream and a tab?

Streams are for searching out conversations, whereas tabs are for publishing content to your audiences.

Streams provide account analytics, Tabs are where geo-searches are performed.

Tabs are for searching out conversations, whereas streams are for publishing content to your audiences.

Steams display content from your social networks, and Tabs house a collection of streams.

*** Which of the following is not an action you can perform in the pictured area of the Hootsuite dashboard?

like and reply

retweet and favourite

search for hashtags or keywords

send a direct message to a user

save a composed message as a draft

*** Geo-search streams are used to help you find tweets and Twitter conversations relevant to your brand that are happening in:

your home country

pre-set topic areas

specific physical locations or regions

private profiles or closed networks

specific social networks

*** Which of the following actions can NOT be done in the Hootsuite Planner feature?

editing a message

rescheduling a post

viewing tags

composing a message

perform a geo-search

*** When using Hootsuite’s mobile notification workflow to publish images to your personal Instagram account, which step do you need to complete on your phone?

Selecting the image you’d like to publish.

Adding links you’d like to publish with your image.

Publishing the image to your Instagram account.

Scheduling when your Instagram post should publish.

*** If you need to keep track of a large number of published or scheduled messages sent to a variety of social networks, Hootsuite __________ is an important product area for you to familiarize yourself with.

Approvals Queue

Publisher

Content Library

Engagement

Assignments

*** To determine the ROI of your social media activities, which Hootsuite product would you use?

Hootsuite Metrics

Hootsuite Social ROI

Hootsuite Solutions

Hootsuite Analytics

Hootsuite ROI Calculator

*** With Hootsuite’s Mobile App you can share ______________ with teams, which allows everyone to monitor the same social feed and see which messages have been responded to and by whom.

message approvals

Publisher calendars

Streams

Campaigns

content libraries

*** To access the Hootsuite App Directory, go to the:

Launch Menu

Extensions Dropdown

Analytics Dashboard

Settings Panel

*** There are several ways you can schedule new messages in Hootsuite. Which of the following doesn’t belong?

using the bulk uploader

from within the calendar view in the Publisher

from the drop down menu in a search stream

from within the Compose box (manual and auto-schedule)

*** The Hootsuite Analytics overview automatically analyzes two time periods: the one you select, and the corresponding length of time before that. For example, if you select the last 7 days, the overview will automatically pull data from the previous 14 days. Why would this be a benefit?

to put your analytics results in a more historical perspective

to provide an estimate of future trends

this is not a feature of the overview module

to add fullness to your metrics reports

to make it easier to generate ROI reports for key stakeholders

*** Overview and Reports are modules within which Hootsuite product?

Hootsuite Ads

Hootsuite Metrics

Hootsuite Campaigns

Hootsuite Publisher

Hootsuite Analytics

*** You can do all of the following actions in the Composer, except:

schedule when your message should publish

convert a web address into a shortened, trackable owly link

track character count limits for the social networks your posting to

search for mentions of your company name

pick the social profiles to which you want to publish your message

*** By setting a team member’s permissions to ‘Can Edit’ on a report in Hootsuite Analytics, you are granting them:

full editing rights to that report

admin permissions for that report

team admin permissions for that report

partial editing rights

*** When using the Composer in Hootsuite’s Mobile app, which options are available for sending your message?

send now, auto-schedule, or schedule a custom time

send now or schedule a custom time

send now only

schedule a custom time only

Hootsuite Mobile does not allow publishing – only engagement functionality

*** When composing messages in Hootsuite, how would you make a rough draft of a message available with a team or team member for collaboration?

Save the message as a draft and then find it in the collaboration board with that team.

Publish the message to a social network, then click ‘assign to team or colleague’.

Assign the message to a social network the team or team member manages, then click ‘Save Draft’.

@Mention the team or team member in the drafted message before saving.

*** ___________ allow you to monitor social activity around certain keywords, phrases and even specific users or locations, and respond where appropriate.

Comment trackers

Search streams

Analytics

Plug-ins

Internal tags

*** The Hootsuite bulk composer allows you to:

approve large numbers of posts composed by junior team members

schedule up to 350 messages at one time, including existing scheduled messages

publish the same message across hundreds of social media networks at once

add background music to all the YouTube videos in a playlist

send out hundreds of personalized direct messages to your Twitter lists

generate large amounts of SEO friendly copy, based on social marketing goals

*** When you add an RSS feed to Hootsuite’s Publisher, posts from blogs and websites you designate will be:

commented on automatically, with customizable, pre-scripted copy that you input under your RSS feed preferences

automatically posted to the social network you choose, with a pre-scripted message and a trackable link

put into a ‘Post-Approvals Queue’ for review by your organization’s designated Hootsuite administrator

blocked from your feed

*** In Hootsuite Analytics, what is an advantage of sharing a report with a colleague rather than sending them a static analytics report?

activities relative to your defined social media objectives

reports analyze a team member’s Hootsuite activity (e.g., engagement and publishing) to pull out the metrics that are most valuable to them

reports feature a built-in ROI calculator that grade your company’s social

reports provide your colleagues with continuous access to real time data, whenever they want it

reports include a qualitative analysis report indicating what you should do more of (and less of)

*** Let’s say you’re creating a search stream in your Hootsuite dashboard, to find mentions of the phrase vacation​ holiday getaway​. How do you ensure that the exact phrase gets searched for, rather than the individual words in the phrase?

Boolean operators after the phrase

asterisks around the phrase

@symbol after the phrase

ampersands before the phrase

quotation marks around the phrase

*** To share access to a Hootsuite Analytics report with your colleagues you need to use the Share button to:

open a printer friendly version of the board

auto-populate an internal CRM message

create and copy a custom owly link which you can then share

share it via email

*** The best place to search for free (and paid) software for customizing your Hootsuite dashboard to your exact business need is called the:

Partner Library

Explore tab

App Directory

Hootsuite App Store

Hootsuite Impact tab

*** Let’s say you want to monitor all the comments on a campaign YouTube video you’ve just launched. To do this, create a ‘My Videos’ stream, find the campaign video, and then select ‘___________________’.

YouTube Search

Playlist

Geo-search

Create Comment Stream

*** Within the Hootsuite Composer, you can transform URLs into what’s called an ‘owly’ link. Which of the following are reasons you’d want to use this feature. (pick two)

owly links provide higher resolution previews of the webpage being linked to

owly links are trackable, which means you can track how many people clicked it

owly links use less characters than regular URLs

owly links are prioritized by social networks

owly links are perceived as more trustworthy than regular URLs

*** YouTube is a great source for curating interesting content for your audience. Hootsuite helps with its built in YouTube ____________. This lets you discover new videos based on keywords or key phrases.

content curation tab

suggested content

filter videos

search stream

‘My Content Finder’

*** Brand Advocacy programs should contain 4 components: Program goals, criteria for selection, a plan for onboarding, and finally, ____________.

a database of advocate’s social media handles and passwords

a metrics and Reporting Game Plan

a compensation plan for advocates

a plan for continued engagement

a geographic advocate acquisition strategy

*** Let’s say you’re evaluating a customer of your organization as a potential brand advocate. In addition to the three R’s, what’s another criteria you could use to determine whether this person would represent your organization well?

brand affinity

political values

influencer connections

brand rub

number of followers

all of these

*** Shared content can be categorised into two main categories: Curated, which is content gathered from trusted sources relevant to your industry, and ________________, which is content produced within your organization including items like blog articles, white papers, infographics, guides, and visuals.

Published

Curated

Created

Amplified

Promoted

Verified

*** When planning out your YouTube publishing schedule, stick to _______________ ______________, as well as a predictable publishing schedule so your subscribers know when to look forward to your next video and what to expect.

re-sharing curated content

a flashy production style and highly variable publishing times a variable length and production style

self-promotional content

a consistent length and production quality

*** When running a paid ad on Facebook, which of the following is NOT a placement option.

the Feed

Stories

in-stream videos

Messenger

Marketplace

the right hand column

Facebook Groups

*** When buying an ad for Instagram or Facebook, begin by selecting the ___________ that most closely matches your business needs.

‘Tactic’

‘Automation Triggers’

‘Objective’

‘Mission’

‘Strategy’

*** To ensure your brand is being represented in the best light on Instagram, and to discover content from your customers, you should keep an eye on _____________.

Your Instagram Insights metrics

Your connected business accounts section

Trending Instagram hashtags such as #TBT posts

The comments section of boosted posts

Photos in which your organization has been tagged

*** Instagram allows you to include clickable links in the following area(s):

website field

custom location and website fields

website and bio fields

website field, captions, comments, and username field

*** To place a video ad over YouTube videos, which option would you choose?

A video ad card through Twitter Ads

A video campaign through YouTube’s Creator Studio

A video campaign through Google Ad Experience

A video ad-type through Facebook Ads Manager

*** You have just uploaded a 4 minute video clip into your InstagramTV (IGTV) channel. You’ve added hashtags in the description to support discoverability. What’s another tactic you could have used to surface this video to your followers?

Use the IGBoost feature to put paid advertising spend behind the IGTV video.

Send the video via Direct Message to all your followers.

Use relevant keywords in ALL caps in the IGTV video description.

Enable automatic publishing of a 60-second preview of the video in your feed.

*** When optimizing your social media profiles, be sure to provide a consistent business description across all channels. Brainstorm a handful of essential and _____________ keywords that describe your company, and incorporate them into the copy of your About sections.

Networked

Trademarked

SEO-friendly

Multi-syllabic

Backlinked

*** Which of these is NOT a part of a Social Media Strategy?

Social Media Audit

Budget, Tactics, and Tools

Social Media Goals and Objectives

Crisis Management Plan

Prospecting Strategy for Sales Leads

*** Research shows that most Facebook users are on mobile, and engagement declines dramatically with longer posts. A rule of thumb, you should aim to write posts that are around ________.

140 characters

280 characters

50-60 characters

480 characters

*** When you’ve been successful in building a community that is well-acquainted with your brand and products it can become self-monitoring. This means when a question arises:

community members may pipe in with an answer, thereby reducing the resources you dedicate to customer support

it’s an indication that your community building efforts were not as robust as they could have been

you can rely on the community space to provide answers, moderate discussions and correct any misinformation without supervision

it should be viewed as a qualified sales lead and funneled immediately to the sales team

*** Partnerships with complementary business whose audience shares values with yours are:

not recommended because of the potential for future market overlap

an efficient way seize market share from competitors

risky and unstable because businesses frequently pivot their community strategies

a powerful way to grow your community

*** When it comes to building community, which of the following is not a form of engagement?:

discussions around shared content

customer support queries

geo-targeted posts and tweets

responding to positive and negative sentiment

*** If you are creating an Instagram Story, with the purpose of gathering audience insights, which would be the best feature to use?

Story Insights

Branded templates

Geo-targeting

Audience Insights plug-in

A question sticker or poll

*** When taking photos for your social channels (e.g., Instagram) you can add depth, by using roads, buildings, or bridges to create a pathway that leads the viewer’s eye to a single spot. This is best described as:

3D Technique

planar scaling

depth illusion

grid planing

leading lines

*** You are taking photos for Instagram, using your phone’s camera, and lighting conditions are not optimal (too bright or too dark). What is the best way to compensate for this, before taking your photo?

Turn HDR off and enable the flash.

Turn on the manual focus and adjust the contrast setting.

Tap on your subject and adjust the exposure slider onscreen.

Enable the 4K feature which will automatically adjust brightness.

*** Individual Instagram Stories have a limit of 15 seconds for video content. However, using Instagram’s segments tool, you can record a longer video. The Segments tool then automatically splices this longer video into 15 second segments, that will play consecutively for your viewers. To do this, simply:

Upload the longer video into the bulk uploader.

Add the longer video segment into a branded template.

Hold down the record button for the duration of your take.

Enable ‘Segments’ under ‘Story Settings’.

*** Before launching a paid social advertising campaign it’s best to have:

a very niche audience, an idea of what you want the campaign to achieve, and one high quality ad

clear business objectives, a well defined target audience, multiple ad variations

multiple business objectives, a large audience, multiple ad variations

at least three marketing objectives that need to be supported in order to take advantage of volume pricing

*** When it comes to content marketing on social media, research is the key to understanding what content will resonate with your audience. Begin by looking at your Social Media Audit, and then use network-specific tools such as_______________ and ________________to identify your audience demographics by network.

Twitter Demographic Analytics; Facebook Geo-Targets

Snapchat Biographies; Twitter Lists

Facebook’s Audience Insights; Twitter Analytics

Instagram Stories; LinkedIn Demographics

Instagram Market Insights; Twitter People Metrics

Instagram Post-Locator; Facebook People Manager

*** On Snapchat, a great way to generate buzz and encourage your followers to amplify your brand, is by creating image overlays referred to as __________.

Auto-Enhance

Photo Layers

LensFilter

Image Boost

Map lenses

Brandfilters

Geofilters

*** To take full advantage of your Twitter Media Gallery, ensure that you’ve uploaded a minimum of:

6 photos or videos

8 videos and 3 photos

2 private Twitter lists

1 Tweet button to each of your web properties

*** Private Twitter Lists are a great way to _________.

engage with industry influencers

maintain lists of relevant keywords

use relevant industry Twitter accounts to influence your SEO

keep up with competitors’ content without publicly following them

*** Your Social Media Content Strategy should flow naturally from your _________________________.

Internal Requests

Social Media Management Platform

Content Creation Bandwidth

Social Media Strategy and objectives

Content Curation Tools and Tactics

*** Let’s say you’re a Social Marketer, and you’re about to start curating content for your organization. You’re looking for tools that will help make this job more efficient and effective. Which of the following is NOT a feature you would generally look for in such a tool?

Provides content insights into what’s performing best in your industry

Search for relevant conversations happening on Twitter

Receive lists of content and Twitter Influencers

Search for popular articles that are trending on social

List of topics to avoid sharing

*** Scope, Process for Creating and Updating Documentation, Approvals + Operational Considerations, Social Media Policy, and Education and Training are the 5 constituent parts of what?

Social Media Objectives

Social Media Policy

Social Media Strategies

Social Media Governance

Social Media Guidelines

*** Organizations should have a Crisis Management Plan for social media. This plan should identify the keywords, hashtags, etc. that should be continually monitored, to proactively identify external issues before they spiral into a crisis. This component of a Crisis Management Plan is referred to as a _________.

Social Surveillance Best Practices

Social Search Streams

Social Media Monitoring Strategy

Brand Awareness

Social Media Listening Techniques

*** The Facebook page moderation feature:

none of the above

prevents a user from posting too many comments on your wall

prevents comments that contain certain words from being posted

prevents a user from expressing negative sentiment about your brand

*** Which of the following statements describes a best practice regarding your Facebook page profile picture?

Keep your profile picture consistent

Change it every day to keep your followers interested

Change once a week and use random images to create visual interest

Change it strategically to match your current campaigns

*** ______________________ are a YouTube feature that show up at the end of your video and can be used to lead visitors to a landing page once they have finished watching it.

Caption Files

Channel Trailers

Metatags

Video Cards

Landing Page Re-directs

*** The best method for determining future social media targets is to establish benchmarks. You can do this by __________________.

extrapolating data from past efforts to estimate future success

summing the anticipated revenue accruing from this year’s social media objectives

taking your organization’s net revenue and dividing it by revenue directly attributable to social media channels

asking competitors to share their analytics reports so that you have a frame of reference

making an educated guess based on the phases of the moon

Upload benchmark reports from Google Analytics into your organization’s CRM

*** Social media objectives should:

flow from, and directly support, social media tactics

adhere to the S.M.A.R.T. framework (Specific, Measurable, Achievable, Resourced, Time-bound)

adhere to the CCAF framework: context, challenge, activity, feedback

be finalized early, so marketing goals can be designed around them

be independent of competing marketing and organizational goals

*** Instant Experience is a paid advertising feature on Instagram, configured to show media, display a storefront, complete a form, or explore lifestyle images with tagged products. To use Instant Experience, you’ll need to create your ad in _____________.

Facebook

Google Ads

the Instagram app

Instagram Desktop

Hootsuite Ads

*** A social media content calendar should be broken down into 2 major sections: Your __________ which could contain items such as campaign starts, influencer takeovers, and new blog posts, and a more fine-grained ______________ which could be a detailed schedule of every post for each of your social networks.

larger monthly calendar; weekly calendar

industry calendar; weekly schedule

weekly calendar; post-by-post spreadsheet

content strategy; hourly schedule

social media strategy; evergreen content list none of these

*** To grow your community on Twitter, it is suggested that you should:

Tweet everyone you know in your industry who might like your products

Follow every person who has ever mentioned your company name

Monitor conversations related to your industry and follow people whose interests align with what your community offers

Twitter should not be used for community building

*** Community building on LinkedIn by organizations with LinkedIn Pages can grouped into three main categories:

Hosting Live networking events with LinkedIn Live, coordinating in-person events with LinkedIn’s Invites feature and publishing industry relevant blog articles.

Building LinkedIn Groups, leveraging the ‘Threads’ feature in Direct Messages, and hosting Live networking events with LinkedIn Live.

Using targeted advertising to boost Likes on your published content, interacting in the comments section of content published by your competitors, publishing Thought Leadership pieces in the LinkedIn Blog.

Establishing an employee network, growing followers of your LinkedIn Page, and building active LinkedIn Groups.

*** In order to cement positive relationships with your brand advocates on Twitter, you should:

engage with their online content and give public shout outs to recognize their support

empower them to unfavorably review competitors products in a public form (e.g., Yelp)

provide an honorarium for each positive mention they make about your brand

offer to employ negative SEO practices to help them move their business interests forward

*** If you’re using paid advertisements on Twitter, and want more people to see your tweets, what’s the best campaign type to use:

Conversion

Twitter Ad Card

Followers

Tweet Engagement

Awareness

*** An example of an “earned” social media tactic:

generating positive conversations on social around your products or services

sparking word of mouth recommendations from previous customers

forging mutually beneficial influencer relationships

all of the above

encouraging employees to amplify your organization’s social content on their personal social channels.

*** Social media tactics tend to fall into 3 categories:

Paid, Owned, Earned

Aimed, Taught, Bought

Earned, Borrowed, Acquired

Earned, Influenced, Purchased

*** You should keep the information on your LinkedIn profile fairly sparse so people are compelled to navigate to your website for more information about your company.

False

True

*** LinkedIn offers a unique type of paid advertising, where you can send targeted, customized messages to users’ LinkedIn inboxes, where it appears alongside other direct messages. This ad type is called:

Inbox Conversions and Awareness

Sponsored InMail

Personalized Messaging

Direct Message Ads

Dynamic Ads

*** What are the length restrictions when posting video content to the main feed of your Instagram account?

1 second to 15 seconds

3 seconds to 60 seconds

2 seconds to 5 minutes

1 second to 30 seconds

5 seconds to 2 minutes

*** Identifying and defining _______________for the calendar year is essential when planning your social media activity.

Retweets

social media policy

all of the above

key dates and timelines

brand voice

*** One benefit to having an employee advocacy program is that social network algorithms generally ____________.

all of the above

prioritize messages from organizations over those sent by individuals

prioritize messages sent by individuals when they are formally linked to organizations with verified accounts

Boost the SEO rankings of organizations whose employees regularly share their content

none of the above

prioritize messages from individuals over those sent by organizations

*** Tools like Hootsuite Amplify can make running an employee advocacy program easier by allowing you to ______________.

monitor program participation

monitor metrics like most shared content or most active advocate

provide company news and content that can be shared to advocates social networks with a single tap

give advocates daily updates of relevant news articles that they should share

none of these

all of these

*** If you’re editing a photo in the Instagram app, and need the bright areas of the image to be brighter without affect the dark areas, which filter would you use?

Highlights

Contrast

Fade

Saturation

Brightness

Colour

*** Your social content strategies should vary by network. For example, your post frequency and volume can be much larger on _________ than other networks. This makes ___________ a great place to post the same piece of content multiple times and recycle evergreen content.

LinkedIn

Instagram

Twitter

Facebook

MySpace

*** Which of these is NOT a best practice for increasing engagement on LinkedIn posts?

post content regularly

name the professions you want to target in the post’s copy

include 10+ hashtags in your posts

add visual content to your posts

upload your videos directly into LinkedIn

*** A key part of running a business blog is ensuring its content is easily discoverable. Make sure all your posts are ________________ by incorporating keywords into the title, subheadings, and body of your post, as well as the URL.

Flesch-Kincaid Optimized

None of these

SEO friendly

Black Hat Optimized

Net-Neutral

Search Boosted

*** Why should Social Media managers begin the budgeting process for their social marketing program well before final budget numbers are settled?

Because there will likely be other projects that arise and it’s important to leave yourself enough time to complete a budget before the end of Q4.

So that you can get your budget requests in early so that your requests are prioritized over other teams.

Because social managers are often overwhelmed with tactics and campaigns at the end of the year.

Vacations around Thanksgiving and Christmas often make it difficult to get the data needed in time for final budget submissions.

To make the most persuasive and data-driven case possible for influencing how much will be awarded.

*** When it comes to creating video for your social channels, which of the following is NOT a best practice?

When editing, consider adding subtitles or descriptive text to your videos.

Film in landscape mode generally, but portrait mode when filming for Instagram Stories or Snapchat

Since video will be consumed on mobile, record videos using mobile as well.

Invest in professional video editing tools such as Final Cut Pro or Adobe Premiere

Shoot your video from different angles, and film additional “B-roll” footage

*** The key question you want to keep in mind while undertaking a social media audit is: “What value is your organization adding to your customers through social media now vs. _______________?”

the value your customers are providing to you

the value you want to be adding

the number of followers you gain per quarter

the amount you spent acquiring them

the maximum revenue you can extract from customers in exchange

*** Carrying out social media marketing without a ______________ could result in posts that are unbalanced in tone, subject matter, or purpose. Organizations without this plan will find it more difficult to achieve social media goals and maintain an effective cadence with their posts.

Influencer Strategy

Advocate Strategy

Content Strategy

Paid Strategy

Earned Strategy

*** When thinking about influencers you’d like to attract to your brand’s community, what is the most important criteria to think about?

Their sum total of followers, friends etc.

Someone whose remuneration requirements are within the allotted budget in your social media strategy

Someone who has expressed distaste for your competitors

Someone who can contribute their trusted insight to your community

*** A social media manager for Athene Suites Hotels has gathered hundreds of vacation photos submitted by followers of the organization’s Instagram account. The best of these photos will be posted on the channel in an upcoming campaign that celebrates customers. Which term best describes these photos:

Visually Curated Media

Follower Based Content

User-discovered Media

User-generated content

Audience curated images

*** When plotting out the content mix for your upcoming social media publishing schedule, promotional content about your organization shouldn’t exceed _______________ of your overall content mix.

Roughly half your content

None

Roughly 2/3rds

Roughly 1/3rd

*** When drafting your social media posts, always aim to end them with a clear:

buy now button

call for attention

outline of a product or service

cry for attention

call-to-action

*** Cover photos have a prominent location in your social media profiles, so you should use this space strategically – for example, it’s a great place to ____________________.

announce new product releases or generate interest in upcoming events

put your company logo

display a professional headshot

serve up Display Ads

highlight CTAs (Call-to-Action)

showcase Buy Buttons for new products

*** When running an employee advocacy program, eventually you’ll need to pull data to demonstrate the program’s effectiveness. Which of the following is not a common metric that program managers will look at?

% decrease in cost per click and cost per impression

social reach, which is a measure of the volume of content being shared to all different social networks

website traffic resulting from employee shares, which can be measured through the use of UTM links

new employee recruitment and sales leads generated

advocate engagement, which is measured by weekly and monthly active participants

*** In Instagram Stories, you can add up to 10 text hashtags, to support discoverability. What are two techniques you could use the maximum number of hashtags while avoiding a cluttered look? (PICK TWO)

Use line breaks to hide them at the bottom of the post’s description.

Include them only in the Story’s metadata.

Place a sticker overtop to hide them.

Camouflage them by colour matching the text with a background colour.

Add them to a comment in the comments section of the Story.

*** On Instagram, what are Highlights?

The most popular content, automatically curated from accounts you follow.

The most popular, trending videos on IGTV.

A collection of Stories, that you curate, that don’t disappear after 24 hours.

An automatically generated collage that includes your most popular images for the previous 30 days.

*** A social media audit would typically NOT include:

KPIs, goals and objectives for the coming year

an itemized list of current social media networks and their activity rates

information about what your competitors are doing

follower counts per social network

*** What is a unique feature of an Instagram Business account versus a Personal Account?

Your posts will be prioritized in your followers’ newsfeeds.

You can include at least one contact option, in the form of an email, phone number, or street address.

You can delete comments left on your posts.

You receive 5 free boosted posts per month.

They allow you to send private messages to your entire follower list.

*** When editing photos within the Instagram app, which filter would best be used to intensify the colours of an image?

Contrast

Highlights

Structure

Saturation

Brightness

*** On Instagram, a great way to track key influencers and brand advocates to ensure you’re engaging with their content is to:

to Add the Instagram widget to the RSS feed in your Browser

set up private Lists so you can better monitor their activity

select “Turn on Post Notifications” for a user’s post, in the feed

start a Notes document to keep track of their handles, and then make a point of visiting their profiles regularly

*** Under Facebook’s Page settings, you can control whether the public can:

tag your photos

post to your page

reach out to you via private message

all of the above

*** Brand advocates are:

dedicated fans with whom you should build closer relationships

short terms employees brought on to create a large volume of positive online content about your brand

paid members of the public, recruited and coached on what to say about your company in other online communities

none of the above

*** Which two of the following are not key components of a Social Media Content Strategy (PICK TWO):

list of content-specific goals and objectives

target audience identified by platform

Brand Voice and Persona

Specifications for Profile Optimization

plans for the distribution of your content

research and analysis of current content reception and strategy

*** When dealing with negative sentiment, you should:

Ignore it, the customer will probably forget about it

Check to see if the customer’s problem is the company’s fault. If not, let them know

Address it quickly, and take the conversation to private messaging as needed

Ask your brand advocates to target the customers message with hostile replies

*** When creating content for YouTube, keep your videos shareable, accessible, and discoverable by using:

popular snippets from popular videos, and recognizable songs creative commons licensing and URL parameters

high quality thumbnails, well written titles and descriptions, and relevant metatags

all the options available to you under Monetization settings URL parameters, video cards, and clickable overlays

*** Content curation involves gathering and evaluating pieces of media from respected sources, and then sharing the most valuable gems with your audience. But modern social media professionals in larger organizations also need to gather, evaluate and share relevant content produced ___________.

in other industries

in print form

within their organization

by their competitors

in previous decades

none of these

*** The __________________ feature on Twitter is a great way to surface trending content, because it lets you save multiple searches using relevant keywords, hashtags, applicable sentiment.

Influencer Search

SearchLight

Deep Search

Meta Search

Advanced Search

*** _______________ have become increasingly important because of the decline of organic views AND because of the overall increase in the volume of content being published on social channels.

Earned Goals

Top of Funnel Conversions

Influencer Strategies

Paid Tactics

Enterprise Tactics

Owned Strategies

*** ________________ increase the efficiency and effectiveness of social marketing tactics. Examples include Upcontent, Right Relevance, BuzzSumo and Hootsuite.

None of these

Social Media Agencies

HTML Markup Tools

Native social networks

3rd Party Software Tools

Social Marketing Consultancies

*** When drafting the bio section of a social profile, keep in mind that only the first ____________ will appear to customers in search engine results, so be sure to convey the most important information first.

140 characters

120 characters

200 characters

60 words

140 words

*** Why is it important for social media managers to share insights into the performance of content shared on social media channels with individuals or teams within the organization responsible for creating branded content?

These insights show which networks content should be posted on.

These insights ensure content is never repeated.

These insights can influence new content being created.

These insights prove what a great job you’ve done promoting content.

*** What element of a crisis management plan defines the process that should unfold once an issue or crisis is identified? Hint: it also includes information about team members who should be engaged, when to pause publishing activities, and who decides when a crisis is over and normal social media operations can resume?

Conditional (“If-Then”) Branches

Decision Tree

Venn Diagram

None of these

Flow Chart

Hypothetical Imperatives

*** Which of the following is NOT a reason an organization would use the Instagram Stories feature?

So that posts don’t show on your main Instagram profile

To allow in the moment posting and live broadcasting

To share content in a separate section of the app

To keep a permanent record of shared content

To avoid cluttering the newsfeeds of your followers

*** With respect to content calendar for social media, why is it a best practice to keep a larger monthly calendar with general information about upcoming launches and big events that impact your content strategy, as well as a detailed weekly calendar with specific copy and assets?

To prevent all of your content data from being stored in the same place.

To allow for more accurate social media budgeting projections.

To more easily track the ROI of your social media content program.

To make keeping track of ad spend and budgeting easier and more efficient.

To more easily identify the tools and vendors that will need to be engaged.

To allow yourself flexibility to accommodate new social media trends that might appear unexpectedly.

*** On your Facebook Business page, which feature would you use to provide your followers with the ability to shop now, sign up, or contact your organization?

instant conversion

‘featured likes’ column

call-to-action button

Like-gating

third party app integration

*** _______________would involve serving messages and content organically through your organization’s official social channels.

ARPU levers

Owned tactics

Conversion channels

Top of Funnel media properties

None of these

All of these

*** A key tool to achieving your social marketing goals is a strong ___________ which acts as a game plan for coordinating, creating, and distributing your organization’s _________.

ads platform; banner ads

advocate relationship program; brand goals

content strategy; content

messaging interface; key messages

none of these

social media strategy; mission

*** _______________ let you segment your company offerings by target market and are a great way to focus on different products separately so you can modify positioning and messaging.

LinkedIn Products and Services Tabs

LinkedIn Featured Products

LinkedIn Groups

LinkedIn Showcase pages

*** When broadcasting live on social, keep in mind that the best broadcasts are ones that feel like a conversation between brand and viewer. Unlike other forms of social video, you’ll get more views and engagement if your video ________________.

uses unusual lighting and sound effects.

is full of interesting transitions and editing techniques.

includes a pdf attachment with details from the broadcast.

is short and action packed.

is longer and repeats key points.

*** LinkedIn offers a type of paid advertising where a post is promoted in your target audience’s HomeFeed, but is NOT published on your LinkedIn Homepage.

lead ads

direct sponsored content

dynamic content

dynamic ads

sponsored content

*** If you’re new to Twitter and want to grow your audience using paid advertisements, what campaign type would work best?

Twitter Ad Card

Conversion

Awareness

Followers

Tweet Engagement

*** Public Twitter Lists are best used to follow:

brand mentions

Competitors

industry influencers

keywords

*** Instagram doesn’t offer many options for formatting your bio within the app, but there is a workaround for adding line breaks to your bio description to make it easier to read. Which of the following best describes this workaround?

Draft your bio using the notes app on your device, then paste your formatted copy into the bio field.

Hold down the shift key when you’re drafting your bio.

Insert a period in it’s own line between two blocks of text.

To start a new line in your bio, hit the space bar 5 times quickly.

Insert a forward slash and backslash in between the blocks of text requiring a line break.

*** When engaging with your community, it’s important to keep your ___________ in mind and let it guide your response.

brand’s voice and mission

Personality

sales pitch

conversion goals

organization’s KPIs

*** Which of these is NOT a best practice for increasing engagement on Pinterest?

use video content whenever possible

use Rich Pins to provide extra information

include relevant keywords in your pin description

use multiple boards around distinct and separate themes

space your posts through the week

*** If you want to run a paid advertisement that appears across a wide variety of websites, videos, and mobile apps, your best choice is:

Twitter Ad Cards

Facebook Ads Manager

Google Ads Experience

YouTube’s Video Ads Manager

*** You should use the 3 R’s, Relevance, Reach, and Resonance, to help you evaluate advocacy candidates. Resonance refers to ________________.

the amount of interesting content, such as gifs, that they use

the level of engagement they have with their audience

the number of languages they can communicate in the amount of re-tweets they get

the amount of times per day they post to social media networks

*** If you are regularly posting content to multiple social networks, an important rule of thumb is to _____________.

none of the above

tailor messages to the unique strengths of each platform, where possible

post the message at differing times on each network to avoid being penalized by Google

use exactly the same wording to maintain consistency of voice

post a message on all platforms at the same time to make gathering metrics more accurate

*** Which of these is NOT a best practice for sharing content on social media?

encourage employees to share content on their social profiles

brainstorm headlines and captions that are clear and attention-grabbing

incorporate visual content into your posts when possible vary your content

use tools to pre-schedule or auto-schedule your messages

re-post content frequently so it can be seen at the optimal times in every timezone

*** If you have a Facebook Business page, you can also create and manage ______________ ads through the Facebook advertising platform.

LinkedIn

Tumblr

Instagram

Google+

Pinterest

*** A best practice for optimizing your video content for Facebook engagement is to:

place your CTA right at the beginning

all the options in this list

use the landscape format

include captions and text overlays

make videos longer, so followers can “lean back” to watch

*** When taking photos using your phone, why is it important to tap the subject of the photo on the screen before taking the picture?

To properly bring the subject into focus.

To balance the colours.

To sharpen the background.

To soften and enlarge the subject.

*** Branded hashtags work best on the following platforms:

Twitter and Pinterest

Instagram and Twitter

Facebook and Twitter

Facebook and Instagram

*** A social media policy is intended to:

mandate the required amount of social media promotion employees must do on the behalf of the company

provide guidelines for appropriate and inappropriate use of social media by company employees

outline what social media strategies and tactics that will be pursued in the coming year

outline the ways in which sales and marketing activities will support social media initiatives in the coming year

*** The value of social advertising lies in the large audience size your company has the potential to reach and the ______________ social ad platforms offer.

negative SEO benefits

integration with print and TV campaigns

finely tuned targeting capabilities

collaborative relationships

*** Identify the order of the elements below that most accurately reflects their relationship to each other.

Departmental Goals, Organizational Goals, KPIs, Social Media Goals, Social Media Objectives

Organizational Goals, Social Media Objectives, Social Media Goals, Social Tactics, Departmental Goals

Social Tactics, Social Media Objectives, Social Media Goals, Departmental Goals, Organizational Goals

Social Media Goals, Social Media Objectives, KPIs, Organizational Goals, Departmental Goals

Organization Goals, Departmental Goals, Social Media Goals, Social Media Objectives, Social Media Tactics

*** Let’s say you want to create an Instagram ad, and want a high degree of control over budget, targeting, and creative. Which is the best method/tool to use?

Boosting Options in the Instagram App

Google Ad Words

LinkedIn Ads Manager

Instagram Ads Manager

Facebook Ads Manager

*** A good first step to connecting with influencers is to:

Send a formal email explaining your product and asking them to share it with their networks

Tweet each influencer you’d like to attract every day for a minimum of 3 weeks

Wait until your product is successful and the influencers come to you

Start building a relationship by engaging with the content they share

*** Instagram lets you post photos as portrait, landscape, or square. Why is it a good idea to take your photos in the format/orientation you intend to post them in?

Cropped images are deprioritized by Instagram’s algorithm.

The resolution Instagram allows is lower when images are cropped.

This practice makes photos easier to edit.

So you can better compose all the elements in the shot.

all of the options in this list

*** You’re a social media manager for a hotel chain that’s planning a campaign to raise awareness about a new hotel location. Which of the following are examples of S.M.A.R.T. objectives that could support an awareness campaign like this? (PICK TWO)

Schedule 2 tweets per day for 1 month, containing beautiful images of the region around the hotel.

Experiment with 3rd Party Software Tools.

Engage a certain number of local social media influencers to post about their experiences with the hotel in Q1.

Boost 5 Facebook Posts about the hotel that are already performing well organically.

Drive a certain number of mentions of a relevant branded hashtag in the first two 2 months following the opening.

*** When pitching your budget to decision makers, focus on conveying two things: First, demonstrate ROI from the current year, and second:

highlight shortcomings caused by lack of budget in the previous year.

showcase your top performing content from the previous fiscal year.

emphasize how much more efficient your team is with resources than the company as a whole.

emphasize how much your team deserves, given how hard they work.

showcase the value of the initiatives, campaigns, and goals you have in mind for the coming year.

*** Your profile picture should be easily recognizable, even at ________ size. Your _________ is usually the best choice.

thumbnail; products page

thumbnail; logo

Pixel; landing page

Billboard size; logo

thumbnail; thumbprint

*** If you’re running a Facebook or Instagram campaign and need sophisticated targeting and budgeting options, which would be the best tool to use.

Ad Experience

Ads Dashboard on your Business Page

Help Center

Marketplace

Ads Manager

*** Since a business cannot follow their Facebook followers directly, it’s important to build a community and demonstrate customer care by _______________.

sharing lots of new content and promotional materials each day

responding to questions and comments from customers on your Facebook post’s comment threads quickly and thoughtfully

all of these

requesting to follow your business’ Facebook followers from your own personal account

sending each new follower a standardized, formal Facebook message to thank them

*** Which of the following IS a component of a social media strategy?

Designing email campaigns

Organization of networking events

Crisis Management Plan

Prospecting Strategy for Sales Leads

Website Maintenance

*** When announcing an employee advocacy program, it’s important to reinforce why sharing content on behalf of an employer is in the employee’s self-interest. Employee advocates can showcase their engagement by sharing content that portrays the organization in a positive light, thereby ________________________.

getting more followers on their social channels

differentiating themselves as a dedicated performer within the organization

portraying the organization as a great place to work benefiting from brand rub

supporting the organization’s business interests

displaying the degree of their brand affinity

*** A practical benefit of ________________is that it requires little in the way of resources which can be helpful for organizations that don’t have a dedicated content team, but that still want to position themselves as trusted advisors in their industry.

Auto-Generated Content

Created Content

Promoted Content

Amplified Content

Curated Content

Verified Content

*** When composing photos to share on your social channels, a best practice is to balance the elements of your photo along 3 sections. This is described as:

Triplets

Asymmetry

3X3

Symmetry

The Rule of Thirds

*** When editing a photo in the Instagram app, which filter would you use to darken the edges of the photo so the viewer’s eye is drawn to the centre?

Highlights

Sharpen

Vignette

Structure

Focus Tool

*** When optimizing your YouTube page, use_______________________ for grouping together relevant videos so viewers progress naturally from video to video, thus generating more views through their session.

recommended content

Libraries

Suggestions

Playlists

cascades

*** Let’s say you’re looking to increase the visibility of your company blog. What, in addition to SEO tactics, could you do to make it easy for people to organically find your previously published posts?

Link internally to previously published blog posts

Paid Boost via Google AdWords for underperforming posts

None of these

Embed pixels into all old blog posts

Hire a skywriter and graffiti artist

Email a blog link to all captured leads

Republish old articles with different headlines

*** Once you’ve onboarded a participant into the brand advocacy program, focus on keeping and growing their commitment and cultivating enthusiasm. At the start, check in periodically to make sure your new advocate is engaged and committed. ______________ check ins are a good rhythm.

*** Brand voice/persona should be developed after your social strategy has been implemented for 6 months to see what kind of voice/persona occurs naturally.

True

False

*** A benefit of using Google Ads Experience is the ___________ option, which automatically manages an ad after initial set-up by determining the most relevant targeting options.

smart campaign

search campaign

Automation triggers

video campaign

universal app campaign

*** Which of the following would best be used to make your Instagram Story more discoverable?

Adding hashtags and keywords.

Using metatags and a description.

Adding keywords and pins.

Using branded templates and metadata.

Adding a location and hashtags.

*** If you encounter a question on social media channels to which you don’t have an answer, what is the best way to respond?

dismissively – if you don’t know the answer to a question, it’s likely not an important concern

honestly – explain you don’t have an answer, but that you’ll get back to them with it

vaguely – it’s best to avoid admitting to customers that you don’t know the answer

confidently – it’s best to take your best guess at an answer, and convey it with confidence

*** You have just uploaded a 4 minute video clip into your InstagramTV (IGTV) channel. You’ve added hashtags in the description to support discoverability. What’s another tactic you could have used to surface this video to your followers? (Duplicate)

Send the video via Direct Message to all your followers

Use the IGBoost feature to put paid advertising spend behind the IGTV video

Use relevant keywords in ALL caps in the IGTV video description

Share the video as a Story

*** Your data is showing that mobile isn’t performing well. However, you know from a focus group that users are using mobile early in their journey and that mobile isn’t getting the credit it deserves. What mobile engagement and conversion strategy do you suggest to ensure mobile gets proper credit?

Cross-device conversion

Site traffic

Lead generation

Mobile commerce

*** Imagine an intern asked you about contextual and intent-rich signals. What would you say?

Contextual signals are the ones to focus on.

Finding the balance between intent and context is key.

Intent-rich signals are the only ones that matter.

Neither matter to marketers in a mobile world.

*** You received some feedback that your team thinks you missed some vital micro-moments. What do you do to find the ones you missed? (Duplicate 2)

Rule out signals such as likes, comments, browse behavior, and reading an article

Try to speak to every moment your customers may be using their smartphones and devices

Go back to your search data and try to anticipate all the questions your customers may have

Disregard the feedback and trust that your instincts are correct

*** Your manager asked you to give more consideration to a user’s location. What kind of signals would you look at?

Environmental

Intuitive

Media

Learned

*** Why should companies adopt mobile-first thinking?

The offline and online worlds are blurring and it’s prudent to start anticipating how to leverage this space

It encourages siloed thinking and that creates efficiencies

Mobile first is great, except for campaigns when you’re trying to increase brand awareness

Almost a quarter of the world owns a smartphone, a tablet, and a laptop

*** You’re surfing some of your social media sites and the exact same electronic music school advertisement from earlier in the day appears. Earlier, you clicked on the ad, but this time you don’t. What could have been done to be more relevant in that micro-moment?

The marketers should have focused only on environmental signals.

The marketers could have relied on more media signals.

The marketers should have ignored this micro-moment.

The marketers’ ad could have said how your friend “liked” the school.

*** You’re a marketing manager for a leading online music store and have been given a new key performance indicator (KPI) to hit this quarter: sell 25 percent more units of electronica artists month over month. What mobile engagement would you recommend to achieve this goal?

Enhanced GPS targeting to get customers into the store

Add a click-to-navigate button to your banner ads

Make your home office address easy to find

Send a 10 percent off coupon to email mailing list

*** You just received disappointingly low results from an awareness campaign for a local non-profit that you managed. You did your research and used a wide array of signals to make sure you got your answers to your micro-moments right. What will you try next time?

Absolutely nothing and let this pass you by as a lesson learned

Completely start over from scratch with a new campaign

Combine even more signals, so that you are sure to reach more people

Combine fewer signals, so that you reach more people

*** AdMob is ____.

a custom deep link

Google Ads’ non–owned and operated mobile app inventory

an app promotion ad format

an ad extension

*** An advertiser wants to serve on sites that are suitable for all age groups and wants to prevent their ads from running on sexually-suggestive content. What brand control should they use?

Third-party verification

Sensitive categories

Pre-targeting vertical exclusions

Pre-targeting URL exclusions