Google Ads Fundamentals

1) What does a high Quality Score indicate? 

Your ad and landing page are relevant and useful to a viewer.

2) What bidding strategy should you use to maximize the number of visitors to your website?

Cost-per-click (CPC)

3) 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?

Specific terms about the shoe brand and model your client is selling

4) Your client noticed that his ad was disapproved for editorial reasons. Why is it important for him to understand and abide by Google’s advertising policies?

Google Ads policies can help ensure ads are useful, varied, relevant, and safe for web users

5) 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

6) 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

7) Which is a benefit of advertising online with Google Ads?

Advertisers can choose how much they spend and only pay when someone clicks their ad

8) 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?

To show an ad more often, Google Ads charges more than the average daily budget amount multiplied by 30.4

9) You sell autographed sports memorabilia and want to reach people interested in sports. What's one benefit of promoting your products with an Ads in Mobile Apps campaign on the Display Network?

It allows you to show your ad on app categories that you choose

10) You can use audience targeting to show your ads to:

specific groups of people, based on their interests

11) When choosing a maximum cost–per–click (max. CPC) bid, you should consider the amount that you make from a purchase because you want to set a bid amount that's:

based on how much your product is worth

12) Which bid strategy should Sara use if her goal is to get more people to call her local catering business?

Cost-per-acquisition (CPA)

13) What changes can you make to the Display Network campaign of a client who wants to drive awareness of her natural beauty brand?

Add affinity audiences targeting people interested in green living and beauty

14) Which strategy should Giorgio use to increase the number of relevant clicks from his Search Network campaign?

Add new relevant keywords and remove keywords with low clickthrough rate (CTR)

15) What bidding strategy should Tracy, a pizzeria owner, use to get more people to call her business?

Cost-per-acquisition (CPA)

16) Tony travels frequently. He needs to be able to make changes to his Google Ads account while he’s offline, so he downloads AdWords Editor. Using AdWords Editor, Tony can do all of the following except:

Refresh data to reflect the latest statistics on his cost–per–click (CPC) campaign

17) When creating a keyword list using broad match, why should you leave out misspellings and plural forms of keywords?

Google Ads can automatically include these variations for you

18) 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:

Exact match keywords

19) Nadia manages a local gym and is running an ad to drive more free trial memberships. What could she include in her ad text?

A call-to-action like "Sign up for a free trial"

20) A standard Google Ads text ad is made up of:

headline text, a display URL, and description text

21) Why might you use the “Search Network campaigns with Display opt-in” campaign type?

You can use one budget to advertise on the Search Network and Display Network

22) What's one benefit of creating multiple ad groups?

You can break up keywords and ads into related themes

23) Which targeting option should an advertiser use when trying to reach 25-30 year old males?

Demographic targeting

24) When reviewing your client's Search Network campaign, you notice that an ad in one of the ad groups has a lower average position. Which automated bid strategy should you use to help improve the position of these ads?

Target search page location

25) What's one of the main benefits of using ad extensions?

Extensions ensure a higher clickthrough rate (CTR) because they make your ad more prominent

26) Caleb owns a music store and is creating an ad group for musical instrument rentals. What would be the most appropriate landing page for his ad?

A page with information on instrument rentals and a contact form

27) If you want to direct people to specific pages on your website from your ad, you can create an ad that uses:

sitelink extensions

28) 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?

Call extensions

29) Which is the best bidding option for an advertiser who wants to drive more clicks from mobile devices?

Mobile bid adjustments

30) 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)

Clickthrough rate (CTR)

Clicks

31) 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.

32) How are negative keywords different from other keywords?

They prevent your ad from showing for search terms that you don't want.

33) Laura runs an online store with a large inventory of children's toys and games. Which ad format would you use for Laura's campaign to reach people interested in purchasing children's games?

Shopping ads

34) When someone clicks your ad, the actual amount you're charged will be:

The minimum needed to hold your ad position, under the maximum cost–per–click (max. CPC) limit

35) 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?

Use a location bid adjustment to increase bids for customers in Tokyo

36) 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?

How much you’ve spent on the campaign compared to the value of leads generated

37) Mary's campaign consistently meets its average daily budget. What should she do to maximize her budget throughout the entire day?

Change the ad delivery method from "Accelerated" to "Standard"

38) Your travel agency client is running a very targeted campaign to reach people who are visiting Paris on vacation and don't live in France. What would be an effective way to target this client's customers?

Create a campaign targeting Paris and languages other than French

39) Your client wants to increase the number of people visiting his website. When analyzing the data for his Search campaign, which metric do you most want to improve?

Clickthrough rate (CTR)

40) Belinda’s boutique just started carrying 3 new designer labels. She wants to show an image ad announcing the new collections to people who are browsing websites about designer clothing. Which campaign type is a good fit?

“Display Network”

41) How should an advertiser with stores in both India and Germany set up a Google Ads account to target users in these different locations?

Create two separate campaigns, each targeting one of these locations.

42) An advertiser should group their campaigns by:

type of product or service

43) Cliff just started working with a client who has a very disorganized Google Ads account. What’s an effective way for him to begin restructuring his client’s account?

Create campaigns based on the structure of his client’s website

44) An advertiser wants to create ads that target potential customers in California. Which targeting method should this advertiser use to target these customers?

Location targeting

45) Your client wants to show ads to people who’ve visited her website before. Which Google Ads feature would you recommend she use?

Remarketing 

46) Each campaign in your Google Ads account should have a single:

Business goal

47) 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

48) Your client’s campaign is getting a lot of clicks, but the conversion rate is low. Which approach could help improve your client’s conversion rate?

Make sure the landing page is closely related to the ad

49) 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

50) Your ad can show to a potential customer when your targeted language matches:

the customer's Google interface language setting

51) An advertiser wants to target people on the Search Network who have previously visited their website. What should they do?

They should create remarketing lists for search ads

52) A conversion is:

An action defined as valuable to your business that someone takes after clicking on your ad

53) How can you see if people are searching for your client's services during the early morning and evening hours?

• Segment performance statistics by time

54) What report can help you identify opportunities to improve your keywords and ads?

Search terms report

55) 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?

Create new ad groups with related keywords grouped together

56) An advertiser wants to achieve the top position in paid search results. Which recommendations would improve the likelihood of the advertiser's ad showing in the top position?

Improve Quality Score and increase cost-per-click (CPC) bid

57) Which statistic indicates how often a click has led to a conversion?

Conversion rate

58) Which client would you advise to advertise on the Search Network?

Bill, who wants to reach people looking for plumbing services

59) Which of the following items is not a component of Quality Score?

Maximum cost–per–click (max. CPC) bid

60) What is the Google Network?

The term that embodies all of the places where your ad can appear.

61) Every time your ad is eligible to show, Google Ads calculates its Ad Rank using your bid amount, components of Quality Score, and:

the expected impact of extensions and other ad formats

62) You would choose to advertise on the Search Network if you wanted to:

reach customers while they’re searching for your products or services

63) On the Display Network, your ad is eligible to show on a webpage if your:

keywords match that webpage's content

64) An advertiser wants to display a text ad that includes extra details like the business's location and phone number. Which ad format should the advertiser use?

Ads with extensions

65) Clyde wants to raise the profile of his dance school. A “Display Network” campaign can help him:

show ads on dance websites and YouTube videos

Inbound Methodology

1) What are the stages in the inbound methodology? 

Attract, Engage, Delight

2) Fill in the blank: Inbound is knowledge ________.

Monetization

3)  Which departments should be involved in creating content?

All Departments

4) What does CRM stand for?

Customer Relationship Management

5) What occurs during the attract stage of the inbound methodology?

You focus on bringing prospects and customers to your social pages or website through relevant and helpful content

6) When does the engage stage of the inbound methodology begin?

The engage stage begins when a prospect or customer takes a desired action

7) True or false? As buying behavior changes, the inbound philosophy will also evolve.

False.

8) What is the purpose of the delight stage of the inbound methodology?

All of the Above

9) True or false? Most buyers start researching potential solutions before they meet with a salesperson.

True

10)  Fill in the blank: The inbound methodology is a ____________.

Flywheel

11) Fill in the blank: Your __________ is your strongest acquisition lever.

Current Customer Base

12) Which of the following is a problem with thinking of your business as a funnel?

Movement through a funnel immediately stops when things stop flowing into the top of the funnel.

13) Who is responsible for delighting prospects and customers?

Marketing, Sales, and Services

14) True or false? Attracting is the role of marketing. Engaging is the role of sales. Delighting is the role of services.

False

15) Which of the following is NOT a reason to think of your business as a flywheel?

Flywheels are able to stand unsupported for an indefinite amount of time

16) True or false? Every customer has to have a fantastic experience in order for your company’s flywheel to accelerate.

False – Some customers are inherently difficult to work with, but thinking of your company as a flywheel will encourage your teams to provide as good of an experience as possible even to your most difficult customers.

17) What are the five inbound principles?

Standardize, Contextualize, Optimize, Personalize, Empathize

18) True or false? When you standardize, you’re creating a single standard answer that has no variations.

False

19) Which of the following is NOT something you would take into account when contextualizing information?

What your product/service best attributes are

20) Why is it common for companies to think of themselves in terms of a funnel?

Because many business charts show conversion rates, and those charts are often shaped like a funnel.

21) How can you apply flywheel thinking to your company’s budget?

By investing as much money into things that drive customer happiness, such as support teams and product improvements, as you do into acquiring new customers through marketing and sales.

22) In a flywheel business, which of the following is the most important source of new prospects?

Word of mouth

23) What is the relationship of funnels and flywheels to each other?

Individual funnels can be interconnected within a flywheel.

24) How can thinking of your business as a flywheel foster cross-team collaboration?

If each team has separate funnels, a flywheel can help them understand how those funnels fit together and support each other.

25) When it comes to inbound best practices, you personalize for:

Impact

26) Fill in the blank: You standardize for ______________.

Consistency

27) Fill in the blank: When optimizing your content for clarity, your goal is to _________.

Leverage the strengths of a given channel and mitigate its weaknesses

28) Which place is recommended for the storage of your prospect’s information?

A CRM system

29) Why do the inbound principles exist?

The principles connect the methodology with the resources of inbound

30) Fill in the blanks: You ________ have to provide the _________ right response, before delivering the __________ correct information.

Often, emotionally, factually

31) What does a knowledge strategy allow you to do?

Identify topics you may have information on, and what types of questions may be asked

32) True or false? It is a recommended best practice to gate and deliver majority of your content over live chat.

False

33) Which of the following is the best way to align a company’s employees around a single purpose?

Defining a company culture that encourages employees to focus on fulfilling the company’s purpose.

34) If a salesperson is speaking with a specific person and discovers that the person doesn’t exactly match their assigned persona, what should the salesperson do?

Focus on serving the person using the information they provide even if it doesn’t match the persona. If the same discrepancy comes up repeatedly, the persona might need to be updated.

35) Which of the following is NOT a key part of a company’s culture?

What customers say about the company

36) When you use Jobs Theory to develop a timeline of events, where does that timeline start?

The first time a potential customer realizes they have a need.

37) What is Jobs Theory?

A method for understanding why people buy certain products and services.

38) According to Jobs Theory, which of the following is an example of a job story?

As a commuter, when I’m on my way to work, I want a quick and easy breakfast so that I can finish eating before I get to work and not get hungry again until after my first meeting of the day.

39) Which of the following is NOT a “job dimension” that Jobs Theory might uncover?

Demographic information

40) How does your company’s purpose affect “back office” teams (accounting, legal, etc.)?

Back office teams should find ways to make sure accounting processes, legal forms, etc. are focused on the needs of your customers.

41) When it comes to goal setting, what are key results?

Key results are how you quantitatively benchmark and monitor how you get to the objective.

42) When it comes to goal setting, what are objectives?

Objectives are statements that define the qualitative outcome of your goal.

43) In the three horizon framework, what does horizon one symbolize?

The initiatives you to take to power short-term success

44) True or false? Every business exists primarily to create profits?

False – Although most businesses have to generate profits in order to sustain themselves, every business exists to fulfill a specific purpose.

45) In the three horizon framework, what does horizon two symbolize?

The initiatives you take to power mid-term success

46) True or false? Objectives typically have a designated time period, while key results can be long lived.

False

47) What’s the maximum number of top priorities a company should have at any given time?

5

48) True or false? If one horizon begins to underperform, you should reallocate resources to those initiatives until they start performing well.

False

49) Which of the following best describes a buyer persona?

A description of your ideal buyer that sounds like it’s talking about an individual person but is based on aggregated information about your target market.

50) What kinds of information does your sales team likely need included in each persona?

The goals and challenges the persona typically has that your product can help with.

51) What kinds of information does your customer service team likely need included in each persona?

The parts of your offering that the persona likes most and least.

52) True or false? There should be one person who is tasked with creating and maintaining your buyer personas.

True – You need to get input from as many people as possible, but you should have one person who is accountable for making sure personas are created and maintained.

53) What is the relationship between your company’s purpose and your buyer personas?

Having a deep understanding of the problem your company solves (purpose) can help you identify the people who have that problem (personas).

54) What kinds of information does your marketing team likely need included in a persona?

How the persona finds answers to problems, and how they prefer to be communicated with.

55) Who at your company will buyer personas most benefit?

All customer facing teams, because a good buyer persona can provide value to marketing, sales, and services.

56) What is the role of “back office” teams (accounting, legal, etc.) in creating buyer personas?

Back office teams often have key insights to offer during the creation process and should be invited to help create your buyer personas.

57) Who should be involved in creating your buyer personas?

Anybody who interacts with your customers, directly or indirectly, should be invited to give input.

58) True or false? A customer’s buying journey is ever-evolving. You should make updates as you learn more about your buyer persona.

True

59) What is the buyer’s journey?

It’s the active research process someone goes through leading up to a purchase.

60) If your content is focused on the different solutions to your buyer persona’s problem, where would that content fit into the buyer’s journey?

Consideration

61) What is the relationship between the inbound methodology and the concept of a flywheel?

The inbound methodology is a round to help you visualize your company as a flywheel