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Monday, July 29, 2019

Google Ads Mobile Advertising Exam Answers

Google Ads Mobile Advertising Exam Answers




Google Ads Mobile Advertising Exam Answers
Google Ads Mobile Advertising Exam Answers


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?
1. Google Play Store optimization’
2. Get new users for her app
3. Get new users who most likely complete in-app actions
4. Target cost per install (tCPI)
Where can universal app campaigns run?
1. Within other apps, also known as in-app
2. Only on the Google Play Store
3. On the Search and Display Network and YouTube
4. Only on AdMob
AdWords Smart Bidding uses machine learning and your account data to help you
1. Make informed bidding decisions and value mobile accurately
2. Prevent your total spend from surpassing the hard limit you set
3. Let you adjust your bids manually, so you’re visible when customers are looking for you
4. Limit your bids to the times of day when competition for ad space is lowest
How can you re-engage users who have abandoned your app after their first use?
1. Offer deeper discounts to entice visitors
2. By offering store credit for users who click your ads
3. Remarket to app users with a compelling message across search, display, and video
4. By engaging users who visit your desktop website
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?
1. Mobile Site Apps
2. Enhanced Mobile Sites
3. Progressive Web Apps
4. Progressive sites
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?
1. The app is available at no cost to him or any businesses –big or small
2. It’s mobile-friendly, so he can easily create his video footage on the go
3. It helps connect him with local filmmakers for hire
4. It offers 100+ ready-to go video templates designed for a variety of businesses, including his
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?
1. In the Google Display Specification site
2. Through a Google representative
3. In the AdWords Help Center
4. Through the third-party request form
What tool measures brand metrics along the marketing funnel like brand consideration or purchase intent?
1. Video Performance Data
2. AdWords Reporting
3. YouTube Analytics
4. Google Brand Lift
What is Google’s programmatic buying platform?
1. YouTube
2. AdWords
3. Google Analytics
4. DoubleClick Bid Manager

Why should you build a mobile site or app instead of just resizing your desktop site for a smaller screen?
1. It’s a cheap way to provide a narrower set of options to mobile customers
2. Mobile browsers aren’t powerful enough to load most desktop sites
3. Mobile users don’t need all the features a website can offer.
4. Desktop sites typically don’t load quickly on mobile devices
How does AdWords data-driven attribution give credit for conversions?
1. Its uses the linear model to credit conversion equally across all clicks on the path
2. It gives 40 percent credit to the first click and spreads the remaining 60 percent across all other clicks in the conversion path
3. It gives more credit to clicks that happened closer to the conversion
4. It uses your unique account data and machine learning technology to distribute credit between ad clicks according to which were most critical to the conversion
Call-only ads are like ad call extensions in that they let you start a call with a touch. How are they different from ad call extensions?
1. Call-only ads cost more, but reach farther
2. Call-only ads don’t include a link to a mobile site
3. Call-only ads don’t appear on mobile devices
4. Call-only ads run for shorter duration than ad call extensions

What percentage of video views on YouTube come from mobile devices?
1. Almost 25%
2. Almost 15%
3. More than 60%
4. More than 75%
In this 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?
1. Learn how to build a table
2. Click here
3. Start now
4. Download this
Which of these formats can be booked cross-screen(mobile and desktop)?
1. Rich Media Custom Mastheads
2. Video Mastheads
3. Rich Media Layouts Mastheads
4. Video Media Layout Mastheads
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?
1. Impressions and conversions
2. Clickthrough rate and cost-per-click
3. Conversion delay and cost-per-click
4. Impressions, reach, frequency

You can use custom labels to:
1. Subdivide a product by specific features that you decide
2. Have Google subdivide your product into specific relevant categories
3. List specific features in your Shopping ads
4. Target different countries within the same Shopping campaign
Google Merchant Center is used for:
1. Setting up campaign bidding priorities
2. Managing conversion tracking
3. Uploading product data feeds
4. Editing your Shopping campaign’s product groups
What can you use to connect with people based on their purchase intent?
1. Similar audiences
2. Customer Match
3. Custom affinity audiences
4. Google’s in-market audiences
Google helps marketers connect with people using what three kinds of data?
1. Declared, social, and offline
2. Declared, matched, and demographic
3. Passion, purchase intent, and personalization
4. Demographic, purchase intent, and declared
What are the three components in the YouTube ecosystem?
1. Fans, publishers, and advertisers
2. Brands, publishers, and advertisers
3. Creators, agencies, and publishers
4. Fans, creators, and advertisers
Call conversions, which can be tracked by businesses in eligible countries, can be used track calls from users who visited a website from any source.
1. False
2. True
Which kind of targeting can help deliver ads to mobile users when they’re physically needed your business location?
1. Ad schedule targeting
2. Keyword targeting
3. Location targeting
4. Profile targeting
Call-only ads are like ad call extensions in that they let you start a call with a touch. How are they different from ad call extensions?
1. Call-only ads run for shorter durations than ad call extensions
2. Call-only ads don’t include a link to mobile site
3. Call-only ads cost more, but reach farther.
4. Call-only ads don’t appear on mobile devices
What does a call extension let users do that call-only ads do not?
1. Click through to your mobile site instead of calling.
2. Easily save the number to their phone’s contact list.
3. Choose from two different numbers to call.
4. Easily schedule a call-back from the advertiser when the line is busy.
What is a reason many advertisers end up undervaluing mobile’s contribution to conversions?
1. Many in traditional retail are not mobile users.
2. They don’t use AdWords
3. They use a last-click attribution model to measure performance, which ignores clicks earlier in the conversion path that may come from other devices
4. No one has figured a way to “see” mobile’s contribution yet.
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 checking it?
1. Clickthrough rate
2. Cost-per-click
3. Conversion
4. Cost-per-acquisition
Which targeting option allows you to re-engage with people who visted your site by serving them ads containing the products they viewed on their visit?
1. Similar audiences
2. Topic targeting
3. Dynamic remarketing
4. In-market audiences
How should an adviser with store in both India and Germany set up an AdWords accounts to target users in these different locations?
1. Create two separate ad groups, each targeting one of these locations
2. Create two separate campaign, each targeting one of these locations
3. Create two separate accounts, one for each of these locations
4. None of the above AdWords can’t target users in specific locations
Brian wants to know what would’ve happened if he’d selected different bid amounts in his Shopping campaign. He should:
1. Set up enhanced cost-per-click(ECPC) bidding
2. Customize the statistics tables on the Campaign page
3. Use the Bid Simulator
4. Use the priority setting in his Shopping campaign
What does digital media offer that TV advertising does not?
1. Upfront deals
2. Real-time optimization
3. Demographic targeting
4. Reach
What’s the first step when determining the right video solution for your campaign?
1. Choose the video solution that drives that goal
2. Optimize your campaign
3. Determine your campaign goals
4. Find the KPI’s that measure your goal
Jared would like to use video remarketing to re-engage his current YouTube audience with a new product release. What’s the critical step he needs to take within AdWords to start a video remarketing campaign?
1. Set the membership duration to Open to ensure he captures all users for an open ended period iof time, even new ones
2. Select the viewer actions he wants to target for his list
3. Link his current AdWords account to his existing YouTube channel
4. Add the remarketing list to his campaign
Yoko wants to re-generate 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?
1. Ad impressions, users who have downloaded the app
2. Users who have subscribed to her company’s video channel, users who haven’t downloaded the app
3. Ad impressions, users who haven’t downloaded the app
4. Ad impressions, users who have subscribed to her company’s video channel
———- is used to measure video campaigns.
1. Cost-per-view (CPV) bidding
2. Cost-per-acquisition (CPA) bidding
3. Cost-per-thousand-impressions (CPM) bidding
4. Cost-per-click (CPC)bidding
In setting up her latest video campaign on YouTube, Susan is faced with the Video targeting tab and a myriad of audience settings. What strategy should she adopt to optimize her campaign’s view rates?
1. Start broad- adjust the settings to reach a wide audience , test, and then refine the settings based on the performance data
2. Take it easy – to start, simply go with the default targeting settings while getting used torunning an AdWords video campaign
3. Use what you know – adjust the settings to mimic those used for a prior successful video campaign
4. Maximize for success – take advantage of each setting to narrow things down based on the insights you’ve uncovered on your ideal audience

Which manual bidding strategy can you use to increase your reach?
1. Cost-per-click
2. Cost-per-engagement
3. Cost-per-thousand-viewable impressions
4. Cost-per-thousand-viewable impressions
You are interested in understanding how campaign 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?
1. Conversion
2. Cost-per-click
3. Clickthrough rate
4. Cost-per-acquisition
Which is the best tip for optimizing a TrueView video for viewer engagement?
1. Increase each target group’s bid by 100%
2. Add exclusions to the campaign
3. Run both an in-stream and a video discovery version of the ad
4. Look at engagement rate for targeting and focus on the methods with highest view through rate
You work for an advertiser or agency with an upfront deal. What is the best way to reserve Google Preferred inventory?
1. Through a third-party provider
2. Through a Google representative
3. YouTube
4. AdWords
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?
1. Engagement report
2. Likes and dislikes report
3. Audience retention report
4. Watch time report
What’s the view of an AdWords campaign that shows 10,000 impressions, 900 views, and 300 clicks?
1. 09
2. 2
3. 11
4. 02
App Downlods are conversions that are tracked when a user downloads or installs a mobile application for the first time
a) False
b) True
Automatic bidding is useful for advertisers who:
a) Want to set their own bids for individual ad groups
b) want to save time managing bids based on hundreds of signals
c) Don’t want to spend a lot of time managing keywords
d) Want to set their own bids for individual keywords
50% of purchase – related conserversion happened within __________ of the mobile searches that initiated them
a) Two hours
b) one hour
c ) Half- an-hour
d) three hours
The path to conversion on mobile is not the same as on desktop or tablet due to ALL of the following EXCEPT
a) Intent
b) Differing screen size
c) context
d) Functionality
Which of the following is true about mobile optimized sites?
a) Mobile websites should only focus on task based functionality ie be a  stripped  down  version of the desktop site
b) Mobile- friendly experiences typically feature easy navigation quick- to-load images and streamlined text
c) You should build your app before your mobile site
d) Visitors to your mobile- optimised site will be at the  same point in the purchase funnel as visiters to your desktop site
When should you use automated bidding?
1. If you have had 50 -100 conversions over 15 days in a single campaign
2. If you have had 10 -50 conversions over 15 days in a single campaign
3. If you have had 50 -100 conversions over 30 days in a single campaign
4. If you have had 5 -10 conversions over 30 days in a single campaign
The Mobile App Analytics Acquisition Reports Give You Data About
a) How often your mobile apps are installed and opened
b)  How your users spend time outside of your app
c) How much data your app has acquired
d) Which type of targeting has the lowest cost -per- acquisition
Deep Linking Allows
a) mobile and desktop users to navigate within a mobile app
b) ads to direct only new customers into deeper more targeted section of the app
c) desktop users to be able to access deeper more targeted section within a mobile app
d) ads to direct customers into deeper more targeted section of the app
Assuming you are not using any bid adjustment and you valve mobile traffic over desktop, which bid adjustment should you set ?
a) Increase bid adjustment for mobile
b) Increase bid adjustment for tablets
c) Increase bid adjustment for desktop
d) Increase bid adjustment for mobile and desktop
When you use a flexible bid strategy, it will automatically optimize your bids based on :
a) your remarketing list
b) your quality score
c) your performance KPI (key performance indicator)
d) your search terms data
Which of the following is a way for an advertiser to monetize their app?
a) in-app purchases
b) All of the listed answers are correct
c) Charging for app downloads from the Apple iTunes or Google play store
d) in-app ads
What is a lightbox ad?
a) A cross-screen expandable ad format that optimizes for taps/swipes on mobile and  mouse-overs/clicks on desktops
b) remarketing -specific ad format to announce new features of your app
c ) A mobile text ad
d) A Type of ad format that shows extra information (extending from your text ads)about your business
Which of the following is NOT a type of mobile ad extension?
a) APP extension
b) sitelink extension
c) download extension
d) call extension

TrueView in-stream ads can appear on:
1. YouTube Mastheads
2. Google search results and YouTube watch pages
3. The Google Play Store
4. YouTube watch pages
Video advertising on YouTube lets you:
1. Pay a single monthly fee
2. Use pay-per-report analytics and pay for click-throughs ads
3. Use pay-per-report analytics and pay a single monthly fee
4. Use free video analytics
Which is a good app design practice?
1. Zoom viewers in automatically for app content you know is most important
2. Get users to enter valuable user profile information immediately when they first open the app
3. Make previous searches and recent purchases readily available
4. Don’t interrupt users when they make mistakes completing forms, wait until they submit and provide a single report with all errors
Why should you build a mobile site or app instead of just resizing your desktop site smaller screen?
1. Mobile browsers aren’t powerful enough to load most desktop sites
2. Desktop sites typically don’t load quickly on mobile devices
3. Mobile users don’t need all the features a website can offer
4. It’s a cheap way to provide a narrower set of options to mobile customers
How does AdWords data –driven attribution give credit for conversions?
1. It gives 40 percent credit to the first click and spreads the remaining 60 percent across all other clicks in the conversion path
2. It uses the linear model to credit conversions equally across all clicks on the path
3. It gives more credit to clicks that happened closer to the conversion
4. 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
These are all key to good mobile site design except?
1. Easy search
2. Easy conversion
3. Easy user customization
4. Easy navigation

Which bidding strategy should use you if you want to increase revenue from your ads?
1. Target cost-per-action (CPA)
2. Enhanced cost-per-click (ECPC)
3. Maximize clicks
4. Target return on ads spend (ROAS)
With you tube mastheads you can get to show ads choice, not just on the desktop you tube site, but also across screens with
a) The ad words mobile site and you tube app
b) Video search on google
c) The you tube mobile site and the you tube app
d) The you tube mobile site and google play app

When conversion report 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
a) lower, lower
b) raise, raise
c) raise, lower
d) lower, raise

If your campaign is running on the    network,your ads
a) will only show in mobile apps that you select
b) Are only eligible to show in specific mobile apps
c) Are automatically eligible to show in mobile app
d) Are not eligible to show in mobile apps

Setting up mobile app analytics requires
a) A substantial number of app installs of conversions
b) A working knowledge of mobile click attribution technologies
c ) The “Edit” permission for a Google analytics account and technical knowledge of your app development environment
d) At least one app install or conversion

Viewable impression
a) Allow you to pay for ads when they are displayed in a viewable position
b) Allow you to only pay for those ads that are actually viewed
c) Allow you to pay for ads that are viewed and alkso converted
d) Allow you to only pay for video ads that are viewed within an hour

To find the right mobile bid, you would calculate:
(mobile conversion rate / desktop conversion rate) x 100
(desktop conversion rate/ mobile conversion rate)Answer: 1
(mobile conversion rate / desktop conversion rate) + 1
(mobile conversion rate / desktop conversion rate)Answer: 1

If your campaign is running on the Display Network, your ads:
Are not eligible to show in mobile apps
Will only show on mobile apps that you select
Are automatically eligible to show in mobile apps
Are only eligible to show in specific mobile apps

When you use a flexible bid strategy, it will automatically optimize your bids based on:
Your search terms data
Your remarketing list
Your Quality Score
Your performance KPI (Key Performance Indicator)
Which is a benefit of using server-to-server app conversion tracking over an SDK?
If not implemented correctly, adding the SDK and conversion tracking code could result in bugs in the app
Server-to-server connections are easier to set up than code-less conversion tracking
Adding SDK and conversion tracking changes to your app doesn’t require review by the Google Play Store
Adding multiple SDKs for various advertising or analytics platforms have no impact on app code file-size

What is the most common way for advertisers to monetize their app?
Ad buys Driving traffic to their mobile website to complete purchase
In-app purchases
Charging for app downloads from the Apple iTunes or Google Play store
Select the one way NOT to track app conversions.
Using an app analytics provider for your AdWords campaigns
Integrate the Google SDK in your app
Add a Javascript snippet to your website
Using Codeless Android Install tracking

The Mobile App Analytics Behavior reports give you data about:
The detailed ways users of your app interact with other users of your app
The detailed ways users interact with your app
How many people have downloaded your app through a referral from a friend
In-app user satisfaction ratings
Automatic bidding is ideal for advertisers who:
Want to set their own bids for individual keywords
Want to save time managing bids based on hundreds of signals
Don’t want to spend a lot of time managing keywords
Want to set their own bids for individual ad groups

Showing your ads on top of the mobile page in search results is beneficial because:
· 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 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 might get more prominent notice with smaller mobile 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

An advertiser with stores throughout the country could use Location Extension Targeting to:
· Target users in the same way across all of their locations
· 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
· Decrease bid by 50% for users who are within 10 miles of their stores

What 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 SDK’s 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:
· To see which of an app’s new users came from recent advertising clicks or views
· To receive reporting on basic usage analytics
· 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

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.
·  TRUE
·   FALSE

When you use an automated bid strategy, it will automatically optimize your bids based on:
·  your key performance indicator (KPI)
·   your Quality Score
·   your remarketing list
·   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 outranking share
·  Target search page location
·   Target Cost-per-acquisition (CPA)
·   Target Return on Ad Spend (ROAS)

You can use a mobile specific display URL to:
· Show consumers that you are a large brand
· Differentiate yourself from other advertisers
· Indicate that you have a mobile-friendly landing page
· Effectively track conversions to your desktop site


An advertiser with stores throughout the country could use Location Extension Targeting to:
· Target users in the same way across all of their locations
· 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
· Decrease bid by 50% for users who are within 10 miles of their stores

Viewable impressions allow you to:
·   pay for those ads that are actually viewed
·   pay for ads that are viewed and also converted
·   pay for video ads that are viewed within an hour
·   pay for ads when they are displayed in a viewable position

The two types of conversions for YouTube on mobile are:
· Promotion views and engagement views
· Promotion views and view-through conversions
· Download views and engagement conversions
· Conversions and view-through conversions

iOS app conversion tracking cannot be set up using:
· Server-to-server (S2S)
· Codeless conversion tracking
· Install confirmation feedback
· SDK

Automated bidding is ideal for advertisers who:
· Want to save time managing bids based on hundreds of signals
· Want to set their own bids for individual ad groups
· Want to set their own bids for individual keywords
· Don’t want to spend a lot of time managing keywords

The mobile video Masthead is a homepage ad similar to the desktop video Masthead and will appear on the homepage of all of the YouTube mobile and tablet properties, including _____.
the Android mobile app and m.youtube.com
both the iOS and Android mobile apps
the Android native mobile app, the iOS app, and m.youtube.com
reserve in-stream ads
Where can app ads run?
Only on Admob
Only on the Google Play store
Within other apps, also known as in-app
Across Display, Search, and YouTube
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.
True
False



Which of the following is the main reason an app advertiser would want to use a 3rd party conversion tracking company?
To have a single SDK to add to your app instead of one from each ad network
To receive reporting on basic usage analytics
To have more control when communicating with each ad network
To see which of an app’s new users came from recent advertising clicks or views

If you want to reach certain categories of apps with in-app display ads, or if you know the apps you want to target, you should:
Enable Active View reporting
Create a Display Network campaign targeted to mobile apps
Go to “Campaign Exclusions” from the Display Network tab
Create a placement inclusion for mobile apps

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.
False
True
Which flexible bid strategy might help improve the chances that your ad gets to the top of the page?
Target return on ad spend (ROAS)
Target outranking share
Target search page location
Target cost-per-acquisition (CPA)
You can use a mobile specific display URL to:
Show consumers that you are a large brand
Differentiate yourself from other advertisers
Effectively track conversions to your desktop site
Indicate that you have a mobile-friendly landing page

________ 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.
Keyword planner
Sitelinks
App extensions
Conversion tracking

50% of purchase-related conversions happened within ______ of the mobile searches that initiated them.
half-an-hour
two hours
one hour

Which of the following is NOT true about an app URL scheme?
The scheme is a part of the link that identifies which app to open
Schemes are automatically set up when you create your app
Typically the website name appears in reverse; e.g., example.com becomes com.example as a scheme
You can use “http” or a custom scheme that can start with the app or website name


App remarketing allows you to target people who:
Have used your app before
Have searched for your app
Have searched for apps similar to yours
Have never used your app before

With YouTube Mastheads you can get 100% share of voice, not just on the desktop YouTube site, but also across screens with:
The AdWords mobile site and YouTube app
The YouTube mobile site and the YouTube app
Video Search on Google The
YouTube mobile site and Google Play App

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

Viewable impressions:
Allow you to only pay for video ads that are viewed within an hour
Allow you to only pay for those ads that are actually viewed
Allow you to pay for ads that are viewed and also converted
Allow you to pay for ads when they are displayed in a viewable position

An advertiser would NOT use AdWords’ mobile offering to:
Engage with users who have already downloaded their app
Track conversions once a user downloads their app
Build a mobile-optimized website
Advertise their app

A ______ specifies a location in an app that corresponds to the content you’d like to show.
location link
location extention
deep link
remarketing link
Assuming you are not using any bid adjustment and you value mobile traffic over desktop, which bid adjustment should you set?
Increase bid adjustment for mobile
Increase bid adjustment for tablets
Increase bid adjustment for desktop
Increase bid adjustment for mobile and desktop

Which of the following is true about apps?
Apps are more geared towards retention, loyalty, and engagement
Apps are more geared towards acquisition purposes
Once a user downloads an app, they are likely to return and engage with it


A(n) ____ gives your app users the ability to open your app directly from other apps by clicking a link.
app index
website deep link
custom deep link

Which of the following is incorrect about AdWords cross-device conversions?
Cross-device conversions help advertisers understand the device that received the last ad click before the conversion
Cross-device conversions do not track from desktop to mobile conversions, it only tracks mobile to desktop conversions
Cross-device conversions help advertisers track conversions that couldn’t be tracked before in AdWords since they were attributed to another non-AdWords channel like organic search or direct

iOS app conversion tracking cannot be set up using:
SDK
Install confirmation feedback
Server-to-server (S2S)
Codeless conversion tracking

Which of the following is true about apps?
The number of app installs on Android tablets is increasing
Most smartphone users download apps on a weekly basis
The majority of Android apps have been downloaded
Once a customer downloads an app, they will be likely to return

What time of day does mobile usage generally peak?
Evening hours when people are at home
During working hours
Morning and evening when people are commuting to work
Spread evenly throughout the day

How do upgraded URLs help advertisers with 3rd party conversion tracking?
Manage a single tracking URL at the campaign, ad group or ad level that is separate from the landing page URL
Show app install ads only to people who haven’t downloaded the app yet
Show deep link URLs only to people who already have the app
Allow advertisers to direct users to the app store to download their app
According to a Nielsen study, what percentage of purchase-related conversions happened within an hour of the mobile searches that initiated them?
0.5 or 50%
0.25 or 25%
0%
0.75 or 75%

Deep-linking allows:
Desktop users to be able to access deeper, more targeted sections within a mobile app
Ads to direct customers into deeper, more targeted sections of the app
Ads to direct new customers only into deeper, more targeted sections of the app
Mobile and desktop users to navigate within a mobile app


With a business in an eligible country, advertisers can use website call conversions to track  calls to a Google Forwarding number on their site from users who arrived there from any source
True
False
Once an advertiser opts in to advertise with our search partners (the default setting) in their campaign network settings, they should use _______ to have their ads populate within Google Maps for Mobile.
product extensions
Location extensions
mobile extensions
store visit extensions
App Downloads are conversions that are tracked when a user downloads or installs a mobile application for the first time.
False
True
To understand the full value of mobile, you must take into account:
Cross device and mobile conversions
App downloads, calls, store visits, cross device conversion, mobile conversions
Utilization of mobile ad formats, extensions, app and mobile site design best practices
Mobile conversions

An app developer might use remarketing if they wanted to promote a paid version of their game to all users of the free version who reached Level 10 of the game.
True
False

Admob is ____.
an ad extension
a custom deep link an app promotion ad format
AdWords’ non-owned and operated mobile app inventory
An app promotion ad format
Usage data allows advertisers to:
Create remarketing lists based on how frequently or infrequently a customer is using their app
Create a conversion tracking list and add it to their app
Change bid adjustments based on mobile traffic
Add the conversion tracking tag to their app

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.
raise,
lower raise,
raise lower,
lower

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.
· FALSE
· TRUE
Which is a good app design practice?
· Make previous searches and recent purchases readily available.
· Don’t interrupt users when they make mistakes completing forms, wait until they submit and provide a single report with all errors.
· Zoom viewers in automatically for app content you know is most important.
· Get users to enter valuable user profile information immediately when they first open the app.
The path to conversion on mobile is not the same as on desktop or tablet due to ALL of the following EXCEPT:
· Intent
· Differing screen size
· Functionality
· Context
All of these were recommended to help build a faster site except?
· Optimized content delivery
· Site works on a range of screens and devices
· Implementation of AMP (Accelerated Mobile Page) best practices
· Customer surveys about site performance
These are all key to good mobile site design except?
· Easy navigation
· Easy user customization
· Easy conversion
· Easy search
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
· Once a user downloads an app, they are likely to return and engage with it
· Apps are more geared towards acquisition purposes

Second Set of Choices
· Once a customer downloads an app, they will be likely to return
· Most smartphone users download apps on a weekly basis
· The majority of Android apps have been downloaded
· The number of app installs on Android tablets is increasing


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
· raise, lower
· lower, raise
· raise, raise

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?
· WIFI
· Cell signals
· Context
· Customer profiles

Which of the following is true about mobile optimized websites?
· You should build your app before your mobile site
· Visitors to your mobile-optimized site will be at the same point in the purchase funnel as visitors to your desktop site
· Mobile websites should only focus on task-based functionality, i.e. be a stripped-down version of the desktop site
· Mobile-friendly experiences typically feature easy navigation, quick-to-load images, and streamlined text

iOS App Install confirmation is a feedback mechanism which enables customers to receive confirmation from Google every time an iOS app install event can be attributed to an AdWords ad click or view. Why would an advertiser use this solution?
The advertiser is interested in cross-device conversions.
This is the only availabe method of conversion tracking for iOS.
The advertiser wants to count calls as conversions.
The advertiser is using an in-house or third party app analytics system.
An advertiser with shops throughout the country could use the location extension targeting to:
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
Target users the same way across all of their locations
Decrease bid by 50% for users who are 10 miles of their stores
_______ are a type of ad format that show extra information about your business.
App installs
Ad extensions
Deep link
ad extensions

Which of the following is NOT a type of mobile ad extension?
App extension
Call extension
Sitelink extension
Download extension
What is an app engagement ad?
A customized ad shown to users who already have the app in order to drive them back to the app
A templated “engagement” image ad which allows you to add more text or information to your ad
An ad which uses cookies to appear to users who have already downloaded an app
An app extension which shows a link to your app below your ad

Sitelink extensions:
Decrease CTR rates as users are sent to specific pages of your site
Allow advertisers to give users the option to land directly on specific pages of your site
Show your business address, phone number, and a map marker with your ad text
Allow targeted remarketing list users to land directly on specific pages of your site

When should an advertiser use an app extension instead of an app promotion ad?
With keywords intended to drive app download, but still give the option to visit the mobile website
With keywords intended to direct users to the mobile website, but still give the option to download the app
To re-engage with users who have already downloaded the app
To run your ad on both Search and Display

Many successful mobile sites have large “touch targets” for clicking that take into account ______.
location where mobile is being used
time of day
responsive design based on touch
the lack of precision on a touch screen

In AdWords, you can create and manage video campaigns by using ___.
“mobile app engagement” campaigns
“mobile app installs” campaigns
the TrueView family of cost-per-view (CPV) video ad formats
“Masthead video” campaigns

The two types of conversions for YouTube on mobile are:
Promotion views and engagement views
Promotion views and view-through conversions
Conversions and view-through conversions
Download views and engagement conversions

Auto exclusions allow:
Google’s mobile app promotion template ads to be automatically excluded from showing to users who have already downloaded the advertisers app
Google’s mobile app promotion template ads to automatically include showing to users who have already downloaded the advertisers app
Google advertisers to exclude high install pricing
Google advertisers to exclude automatic bidding within their mobile app
Which of the following is true about mobile optimized sites?
Mobile websites should only focus on task-based functionality, i.e. be a stripped-down version of the desktop site
Mobile-friendly experiences typically feature easy navigation, quick-to-load images, and streamlined text
Visitors to your mobile-optimized site will be at the same point in the purchase funnel as visitors to your desktop site
You should build your app before your mobile site
  


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?
1. Apps
2. Imports
3. Phone calls
4. Website
You are interested in understanding how clicks leads to a sale on your website. What do you call a click that leads to a sale on your site?
1. Cost-per-click
2. Impression
3. Clickthrough rate
4. Conversion

When should you use automated bidding?
1. If you had 10-50 conversions over 15 days in a single-campaign
2. If you had 50-100 conversions over 30 days in a single-campaign
3. If you had 5-10 conversions over 30 days in a single-campaign
4. If you had 50-100 conversions over 15 days in a single-campaign

Which ad format is recommended for building awareness?
1. Display ads with location extensions
2. Image ads
3. Dynamic image ads
4. Universal app campaigns

A running shoe company wants to reach “avid marathon runners” instead of just “sports fans” which targeting method should this advertiser use?
1. Affinity audiences
2. Custom affinity targeting
3. Demographic targeting
4. Managed placements

You’re seeking an ad format to support influencing consideration for your brand. You’d also like the ad to automatically adjust its size, appearance, and format to fit available ad spaces and better fit content users came to see. Which ad format suits these needs?
1. Responsive ads
2. TrueView ads
3. Lightbox ads
4. Standard image ads

What is an app install ad?
An ad format for advertisers to re-engage with users who have already downloaded the app
An app extension which shows a link to your app below your ad
A templated way to create text, banner, image, and interstitial ads driving users to the Google Play store
A type of targeting used to match your ads to sites or pages based on the keywords or topics you’ve chosen


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?
1. Focus on impressions
2. Focus on engagement
3. Focus on conversions
4. Focus on clicks

What does remarketing allow you to do? (choose 2)
1. See how many people bought your product after seeing the ad
2. Send client emails
3. Tailor your ads to users based on their previous actions on your website or a[pp
4. Reconnect with people who have previously visited your website or mobile app by showing them relevant ads as they browse the web


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?
1. Category page visitors
2. Homepage visitors
3. Past converters
4. Product page visitors

What are the key benefits of using the Google Display Network?(Choose 2)
1. Massive reach, you can advertise on any website
2. Placing your ads on google.com
3. Influence consideration
4. Sophisticated reporting to measure 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
1. Enhanced cost-per-click (ECPC)
2. Cost-per-view (CPV)
3. Cost-per-enagement (CPE)
4. Viewable cost-per-thousand impressions (VCPM)

You’d like to show your ads to users searching for custom t-shirts. Which targeting method can you use?
1. Device targeting
2. Location and language targeting
3. Audience targeting
4. Keyword targeting

If john is setting up a new video campaign, which manual bidding strategy should he use?
1. Cost-per-engagement
2. Cost-per-click
3. Cost-per-view
4. Cost-per-thousand-viewable impressions

What is your advertising objective if you want to ensure your content catches the eye of the people who want what you offer?
1. Drive loyalty
2. Build awareness
3. Influence consideration
4. Drive action

Third-party analytics companies can reduce complication for advertisers by providing them only one SDK to add to their apps.
False
True

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

For someone who wants to run a display network campaign, which tool is the best suited for providing targeting ideas and estimates:
Display Keyword Planner
Display AD Builder
Display Planner
Display Ad Preview and Diagnosis

The App Overview report is a summary of the most salient data from all of the Mobile App Analytics reports. Use this report to:
Gain insight into your competitor’s strategies
Review data about your users’ names, addresses, and income brackets
Assess the general health of your app and to follow data trends
Review the code for your app and SDKs

To track conversion in an app, you can add the AdWords Conversion Tracking SDK to your app. SDK stands for:
Schema Development Key
Software Deprecation Kit
Software Development Kit
Schema Development Kit

Call Conversions 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.
True
False

What targeting options are available on display Network?(choose 2)
1. Remarketing lists for search ads (RLSA)
2. Connections targeting
3. Demographic targeting
4. Affinity audiences

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?
1. Drive loyalty
2. Influence consideration
3. Drive action
4. Build awareness

You’re running campaign for a shoe company and notice that the sales tends 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?
1. Create a remarketing list segment for shopping cart abandoners
2. Launch a new search campaign
3. Launch a new marketing video
4. Send an email blast to all of newsletter subscribers

James has 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)
1. How many people saw the ad
2. How many liked the ad
3. Which age group and gender is more likely to sign up for a course after seeing the ad
4. How many people sign up for lessons after seeing the ad

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?
1. Location and language targeting
2. Device targeting
3. Audience targeting
4. Keyword targeting

How many websites are part of the Google Display Network?
1. 500K+ websites
2. 1M +websites
3. 100K+ websites
4. 2M+ websites

What is the Google Network?
1. A network of hardware devices, including chromebooks and android phones where your AdWords ad can appear
2. The term that embodies all of the places where your AdWords ad can appear
3. The collective term for Google’s professional support staff that can answer your AdWords questions 24/7.
4. A network of partner websites that will show your AdWords ad

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?
1. $2.50
2. $5
3. $25
4. $10

What value is used to determine whether your ad will show on a page and, if so, the ad’s position?
1. Ad Rank
2. Ad Score
3. Quality Factor
4. Quality Score

Mary’s campaign consistently meets its average daily budget. What should she do to maximize her budget throughout the entire day?
1. Change the ad delivery method from “Standard” to Accelerated”
2. Increase her daily budget
3. Segment her campaign performance by time of day
4. Change the ad delivery method from “Accelerated” to “Standard”


Showing your ads on top of the mobile page in search results is beneficial because:
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 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 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
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)
1. Your campaign type
2. Cost of your keywords
3. Your profile
4. Competitor’s products

How long should advertisers wait after creating a new Display campaign before analyzing its performance?
1. 1-2 weeks
2. 1 month
3. 2-3 days
4. 1 year


What bidding strategy should you use to maximize the number of visitors to your website?
1. Cost-per-click (CPC)
2. Cost-per-acquisition (CPA)
3. Cost-per view (CPV)
4. Cost-per-thousand viewable impressions (vCPM)

Which targeting option should an advertiser use when trying to reach 25-30 year old males?
1. Contextual targeting
2. Demographic targeting
3. Keyword targeting
4. Interest category targeting

How much are you charged for a click on your AdWords ad?
1. You’re charged only the minimum amount needed to maintain your ad’s position
2. You’re charged the full amount you bid
3. You’re charged $0.01 for every click
4. You’re charged 10 cents more than the next highest bid

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)
1. Impressions
2. Clickthrough rate (CTR)
3. Search terms
4. Clicks

Which ad format is recommended for driving action?
1. Image ads
2. Responsive ads
3. Lightbox ads
4. TrueView ads

What is the reach of the Google Display Network?
1. Over 50 percent of global internet users
2. Over 60 percent of global internet users
3. Over 40 percent of global internet users
4. Over 90 percent of global internet users

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?
1. Universal app campaigns
2. Lightbox ads
3. TrueView ads
4. Display ads with location extensions

Which manual bidding strategy can you use to increase your reach?
1. Cost-per-engagement
2. Cost-per-thousand-viewable impressions
3. Cost-per-thousand viewable impressions
4. Cost-per-click

Why would an advertiser use sitelinks?
1. To give customers quick access to multiple pages of an advertiser’s website
2. To showcase customer reviews with high-quality survey data
3. To show a link that sends people to the app store or starts downloading an app
4. To let customers click a button to call the business

An advertiser wants to target people on the Search Network who have previously visited their website. What should they do?
1. They should use location targeting
2. They should create remarketing lists for search ads
3. They should use placement targeting
4. They should use device targeting

Which targeting option can help you reach people who’ve previously visited your website?
1. Interest category targeting
2. Remarketing
3. Demographic targeting
4. Device targeting

Showrooming refers to:
The phenomenon which turns brick and mortar stores into showrooms for products which are then purchased online or via mobile
The phenomenon where various brands within similar categories compete for brand placement on a mobile device
The phenomenon where brands sell specialty or limited quantity goods through mobile
The phenomenon which turns brick and mortar stores into showroom apps for mobile users

The conversion optimizer for apps allows:
AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids accordingly across search and display inventory to help advertisers hit their desired Cost Per Click goal
AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids accordingly across search and display inventory with the goal of helping Advertisers hit their desired Cost Per Installs
AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids accordingly across just search inventory to help advertisers hit their desired Cost Per Install goal
AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids accordingly across search and display inventory to help advertisers hit their desired Cost Per Impression goal

A mobile app is an application that can be downloaded and installed on your mobile device or rendered within a browser.
True
False


Your universal app campaign ad can appear as an in-stream video ad on YouTube provided which is true?
· The app makes use of streaming video.
· Only landscape videos are used.
· An additional YouTube charge is paid.
· Video assets are provided.
To re–engage users with an app, use the following strategies:
· Build general email lists, engage in reactive outreach, don’t use deep linking, and don’t track outside of installs
· Build remarketing lists, engage in reactive outreach, use deep linking, and track outside of installs for your most valuable users
· 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, offer something free, and don’t track anything 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?
· $2.30
· $1.70
· $2.50
· $2.00
Showrooming refers to:
· The phenomenon which turns brick and mortar stores into showroom apps for mobile users
· The phenomenon where brands sell specialty or limited quantity goods through mobile
· The phenomenon where various brands within similar categories complete for brand placement on a mobile device
· The phenomenon which turns brick and mortar stores into showrooms for products which are then purchased online or via mobile
What will you need before you can set up conversion tracking for calls from an ad or from a website?
A mobile specific site-link extension
An app published in the Google Play store
An active call extension or call-only ad
A sales team and operating phone bank

To track conversions in an app, you can add the Firebase SDK to your app. SDK stands for:
 Scheme Development Key
 Software Depreciation Kit
 Schema Development Kit
 Software Development Kit
Assuming Google forwarding numbers are available in your country, what do you need before you can set up conversion tracking for calls from an ad or a website?
An active call extension or call-only ad
A sales team and operating phone bank
An app published in the Google Play store
A mobile specific sitelink extension
Why might you use the “Search Network campaigns with Display opt-in” campaign type?
1. Your ads only show on the first page of search results
2. Your video ads can run on the Search Network
3. You can use one budget to advertise on the Search Network and Display Network
4. You can pick the exact websites where you want your ad to show

A conversion is:
1. By definition when someone makes a purchase after clicking on your ad
2. Any interaction with your ad that can be measured, like watching a video for a certain length of time
3. An action defined as valuable to your business that someone takes after clicking on your ad
4. When someone reaches your landing your landing page after clicking your ad or video

How much are you charged for a click on your AdWords ad?
1. You’re charged the full amount you bid
2. You’re charged 10 cents more than the next highest bid
3. You’re charged $0.01 for every click
4. You’re charged only the minimum amount needed to maintain your ad’s position

If you bid $2 for a click and the next highest bid is $1.25, how much will you pay?
1. $1
2. $1.24
3. $1.26
4. $2

How are negative keywords different from other keywords?
1. They can only be used for ads on the Display Network
2. They can increase your costs
3. They prevent your ad from showing for search terms that you don’t want
4. They make your ad appear for search terms that you don’t want

What report can help you identify opportunities to improve your keywords and ads
1. Paid & organic report
2. Auction insights report
3. Search terms report
4. Time segmentation report

How are rich media ads different from other ad formats?
1. They are displayed on the Search Network
2. They are static image ads
3. They are a type of text ad
4. They are ads with animation or other types of motion

All of these were recommended to help build a faster site except?
1. Site works on a range of screens and devices
2. Optimized content delivery
3. Implementation of AMP ( Accelerated Mobile Page) best practices
4. Customer surveys about site performance

Advertisers can use Website Call Conversions to track calls to a Google forwarding number on their site from users who arrived there from any source.
False
True
The Mobile App Analytics Acquisition reports give you data about:
How your users spend time outside of your app
Which type of targeting has the lowest cost-per-acquisition
How much data your app has acquired
How often your mobile apps are installed and opened

What is a lightbox ad?
A cross-screen expandable ad format that optimizes for taps/swipes on mobile and mouse-overs/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 Bottom of Form

Which extensions can help drive installs of your mobile app?
· App extensions
· Sitelink extensions
· Structured snippet extensions
· RSLAs (remarketing lists for search ads)
To show an ad, which is eligible to appear on search partner sites, on the mobile version of Google Maps, you should use:
· product extensions
· location extensions
· mobile extensions
· store visit extensions
Why do advertisers care about driving calls to their business?
· Younger demographics prefer to order by phone call.
· They’re faster.
· Conversion rates are often much higher from calls.
· Mobile call ads are easier to win in auctions.
What is a lightbox ad?
· A type of ad format that shows extra information (“extending” from your text ads) about your business
· A mobile text ad
· A cross-screen expandable ad format that optimizes for taps/swipes on mobile and mouse-overs/clicks on desktops
· A remarketing specific ad format to announce new features of your app
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

Which of the following is a way for an advertiser to monetize their app?
· Charging for app downloads from the Apple iTunes or Google Play store
· All of the listed answers are correct
· In-app purchases
· In-app ads
To understand the full value of mobile, you must take into account:
· Mobile conversions
· Utilization of mobile ad formats, extensions, app and mobile site design best practices
· App downloads, calls, store visits, cross device conversion, mobile conversions
· Cross device and mobile conversions

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?
· Get new users for her app.
· Get new users who most likely complete in-app actions.
· Target cost per install (tCPI)
· Google Play Store optimization

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
· By engaging users who visit your desktop website
· Remarket to app users with a compelling message across search, display, and video.
· 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.
· False
· True

You can use a mobile specific display URL to:
· Show consumers that you are a large brand
· Differentiate yourself from other advertisers
· Indicate that you have a mobile-friendly landing page
· Effectively track conversions to your desktop site

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.
· True
· False

An advertiser would not use Google Ads’ mobile offering to:
· Build a mobile-optimized website
· Engage with users who have already downloaded their app
· Track conversions once a user downloads their app
· Advertiser their app

Admob is ____.
· a custom deep link
· an app promotion ad format
· an ad extension
· AdWords’ non-owned and operated mobile app inventory


Many successful mobile sites have large “touch targets” for clicking that take into account ______.
· location where mobile is being used
· time of day
· the lack of precision on a touch screen
· responsive design based on touch

Call-only ads are like ad call extensions in that they let you start a call with a touch. How are they different from ad call extensions?
· Call-only ads run for shorter durations than ad call extensions.
· Call-only ads cost more, but reach farther.
· Call-only ads don’t appear on mobile devices.
· Call-only ads don’t include a link to a mobile site.

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.
· False
· True

Deep-linking allows:
· Ads to direct new customers only into deeper, more targeted sections of the app
· Desktop users to be able to access deeper, more targeted sections within a mobile app
· Mobile and desktop users to navigate within a mobile app
· Ads to direct customers into deeper, more targeted sections of the app

Where can universal app campaigns run?
·  Only on the Google Play Store
·  Only on Admob
·  Within other apps, also known as in-app
·  On the Search and Display Networks, and YouTube

Sitelink extensions:
· Decrease CTR rates as users are sent to specific pages of your site
· Show your business address, phone number, and a map marker with your ad text
· Allow targeted remarketing list users to land directly on specific pages of your site
· Allow advertisers to give users the option to land directly on specific pages of your site

Select the one way NOT to track app conversions.
· Using Codeless Android Install tracking
· Integrate the Google SDK in your app
· Using an app analytics provider for your AdWords campaigns
· Add a javascript snippet to your website

iOS app conversion tracking cannot be set up using:
· Server-to-server (S2S)
· Codeless conversion tracking
· Install confirmation feedback
· SDK

A ______ specifies a location in an app that corresponds to the content you’d like to show.
· remarketing link
· deep link
· location link
· location extension

Why should you build a mobile site or app instead of just resizing your desktop site for a smaller screen?
· Desktop sites typically don’t load quickly on mobile devices.
· Mobile users don’t need all the features a website can offer.
· Mobile browsers aren’t powerful enough to load most desktop sites.
· 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?
· They use a last-click attribution model to measure performance, which ignores clicks earlier in the conversion path that may come from other devices.
·  Many in traditional retail are not mobile users.
·  They don’t use AdWords.
·  No one has figured a way to “see” mobile’s contribution yet.


Viewable impressions allow you to:
·   pay for those ads that are actually viewed
·   pay for ads that are viewed and also converted
·   pay for video ads that are viewed within an hour
·   pay for ads when they are displayed in a viewable position

How do upgraded URLs help advertisers with third-party conversion tracking?
· 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
· Show app install ads only to people who haven’t downloaded the app yet

App Downloads are conversions that are tracked when a user downloads or installs a mobile application for the first time.
· False
· True
What does a call extension let users do that call-only ads do not?
· Choose from two different numbers to call.
· Easily save the number to their phone’s contact list.
· Easily schedule a call-back from the advertiser when the line is busy.
· Click through to your mobile site instead of calling.

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

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
· The first and last click
· Customer intent

What is a simple way to target ads to mobile users when they’re near your physical store locations?
· Target a radius around your Google My Business location(s).
· Target users you know have called your AdWords call-only ad.
· Target a radius around your city.
· Target specific users you know live near your store.

Which of the following is NOT a type of mobile ad extension?
· Sitelink extension
· Download extension
· Call extension
· App extension

If you value mobile traffic over desktop, which bid adjustment should you set?
· Increase bid adjustment for tablets
· Increase bid adjustment for desktop
· Increase bid adjustment for mobile and desktop
· Increase bid adjustment for mobile

________ 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.
· Keyword planner
· Sitelinks
· App extensions
· Conversion tracking
Why do mobile advertisers care about driving physical store traffic?
· All demographics exhibit more loyalty after visiting a store.
· Customers buy more online when they know they have the option to visit a physical store.
· Online retailers who also offer a physical store option have been shown to bring in the most revenue.
· Vast majority of sales still occur in physical stores.

Which kind of targeting can help deliver ads to mobile users when they’re physically near your business location?
·    Profile targeting
·    Ad schedule targeting
·    Location targeting
·    Keyword 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 Google Play or App store, where he can install your app
· The product page on your app
· Your mobile site’s homepage
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.
· True
· False

How does Google Ads data-driven attribution give credit for conversions?
· It uses the linear model to credit conversions equally across all clicks on the path.
· It gives 40 percent credit to the first click and spreads the remaining 60 percent across all other clicks in the conversion 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 more credit to clicks that happened closer to the conversion.

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 Web Apps
· Mobile Site Apps
· Enhanced Mobile Sites
· Progressive Sites

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.
· Limit your bids to the times of day when competition for ad space is lowest.
· Let you adjust your bids manually, so you’re visible when customers are looking for you.

_______ are a type of ad format that show extra information about your business.
· App installs
· Deep link extensions
· Ad extensions
· AdMob extensions

To connect Firebase to Google Ads, which of these is required?
· More than 100 app installs or conversions
· A working knowledge of mobile click attribution technologies
· At least 1 app install or conversion
· In Firebase, your account needs to be an owner on the project that you want to link. In Google Ads, the Google Account needs administrative access.

What two things can you track with AdWords out of the box without making any code changes to your app?
·         Android app downloads and Android in-app purchases
·         All app installs and all in-app purchases
·         You can actually track any custom event you want to define
·         App installs and core user demographics

Automated bidding is ideal for advertisers who:
· Want to save time managing bids based on hundreds of signals
· Want to set their own bids for individual ad groups
· Want to set their own bids for individual keywords
· Don’t want to spend a lot of time managing keywords


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