Google Ads Display Advertising Certification Assessment Exam Answers 2019 PDF - Academy for ads
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The language of the answers are in English. In Google Ads exams, you can choose the language before the exam and when you pass you can see the certification in your language.
Which functionality applies to HTML5 ads?
a – They use interactive content stored in containers and rendered in browsers
b – They can’t be viewed on mobile devices
c – They’re easy to update and don’t require plug–ins
d – They’re easy to update but require plug–ins
How does an extension work on a Display ad?
a – It extends the length of the ad placement
b – It adds a testimonial
c – It adds extra information, like a location or phone number
d – It extends the ad below the fold
Which practice would be acceptable under Google’s editorial and technical requirements?
Promoting documented copyrighted content
Including a generic phrase like “Buy products, click here”
Linking to a site that’s under construction
Showing a URL that doesn’t accurately indicate the landing page, such as “google.com” taking people to gmail.com
A direct response advertiser would like to promote a new line of non–stick cookware that is being sold on an e–commerce site via a display ad. She should choose a landing page for the ad that features:
the entire new line of non–stick cookware
a specific pan within the new line
all non–stick cookware sold on the site
all cookware sold on the site
In addition to partner websites, where can you display your ads on the Google Display Network? (Choose 2)
Any mobile site or mobile app
Mobile sites that are part of the Google Display Network
What does remarketing allow you to do? (Choose 2)
See how many people bought your product after seeing the ad
Tailor your ads to users based on their previous actions on your website or app
Send client emails
Reconnect with people who have previously visited your website or mobile app by showing them relevant ads as they browse the web
Which practice would violate Google’s editorial and professional requirements?
Including a border on the ad
Directing people to a page other than the advertiser’s homepage
Showing a ValueTrack tag in the text
Including a question mark in the headline
What are the key benefits of using the Google Display Network? (Choose 2)
Massive reach, you can advertise on any website
Sophisticated reporting to measure performance
Placing your ads on google.com
Viewable cost–per–thousand impressions (vCPM):
lets you pay only for impressions that become viewable
applies to all ads that appear in Google Search and on the Display Network
counts an ad as “viewable” when 75% of it is visible on the screen for 5 seconds or more
lets you bid based on Google Ads’ projected views of your ad
An advertiser who wants to target specific categories of video content on the Display Network should:
add the keyword “video” to the campaign
use video ads
target the Search Network
add a call–to–action (CTA) overlay to the ads
What is your advertising objective if you want to ensure your content catches the eye of the people who want what you offer?
A direct response advertiser is primarily interested in generating conversions from a Display campaign. To get a potentially better return on investment, this advertiser should use:
target cost–per–acquisition (CPA) bidding
cost–per–click (CPC) bidding
cost–per–day (CPD) bidding
viewable cost–per–thousand impressions (vCPM) bidding
You’re running a campaign for a shoe company and notice that the sales trends show many customers are adding shoes to their shopping cart, but not buying them. How can you bring those customers back to actually buy the shoes?
Create a remarketing list segment for shopping cart abandoners
Launch a new search campaign
Launch a new marketing video
Send an email blast to all of your newsletter subscribers
Where can you place a client’s image and video ads?
a – On the Search and Display Networks
b – On the Search Network only
c – On the Search Network and YouTube
d – On the Display Network only
Jackie is an advertiser who wants to reach people by using both remarketing and Shopping ads. What’s the best targeting strategy for her?
a – Create separate remarketing and Shopping campaigns
b – Create one ad group targeted to both remarketing and Shopping
c – Create two ad groups: one targeted to remarketing and the other to Shopping
d – Create a combined remarketing and Shopping campaign
Frequency capping gives advertisers the ability to specify a limit to the number of:
clicks for all viewers
clicks for a unique viewer
impressions for all viewers
impressions for a unique viewer
You’re setting up a dynamic remarketing campaign for your client who sells educational products. Which best practice should you follow?
Include “textbooks” and “study guides” as keywords
Implement the remarketing tag after the body tag
Use a custom feed
Use the “Education” business type
You’d like to create remarketing lists based on your customer’s journey through your website so that you can target them with different bids or ads. Which category describes the users that visited your homepage, but didn’t move any further into your site?
Product page visitors
Category page visitors
Which ad format is easiest to create and edit, and has the widest reach on the Display Network?
Rich media ads
You have a friend who has a small business, and she wants to manage her own Google Ads campaign. She has no experience with Google Ads and would like to experiment with different options. Which campaign type would you recommend to start?
Display Network with Search opt-in
Search Network with Display opt-in
The dynamic remarketing tag collects data such as:
types of pages viewed
affinity group characteristics
number of code snippets
business ID numbers of visitors
Which ad format is recommended for building awareness?
Dynamic image ads
Display ads with location extensions
Universal app campaigns
Dynamic remarketing lets an advertiser:
show an ad to someone on his mobile device 24 hours after visiting the website on a desktop PC
re–run an ad to increase the volume of people who will see it
engage visitors to the website by opening a chat session
show prior visitors to his site ads that are based on products or services they saw on the site
James is marketing an online training course and wants to improve his campaign performance. He analyzes the conversion-tracking data and realizes most course registrations are coming from Atlanta, GA. What should he do?
Limit the number of times an individual in that region sees the ad
Buy more ad inventory in that region
Lower the bid for inventory targeting that region
Run remarketing campaigns only in that region
When using cost–per–acquisition (CPA) bidding, an advertiser bids using a maximum CPA and pays by:
Your client Anna wants to increase the reach and visibility of her ads. Which bidding strategy would you recommend?
a – Cost–per–view (CPV)
b – Cost–per–acquisition (CPA/CO)
c – Cost–per–click (CPC)
d -Viewable cost–per–thousand impressions (vCPM)
Your client Alexa, who sells wedding accessories, is running a text ad on the Display Network. What might Google automatically include in her ads?
A photo of a bride
A quotation about falling in love
promotion from a related business, like a bakery
A map showing her business location
If an advertiser chooses to run ads in image formats, Google will:
display these ads on the Display Network
charge an additional fee to serve these ads
require that cost–per–thousand impressions (CPM) bidding be used
display these ads on the Search Network
An advertiser notices that a Display campaign is receiving a large number of conversions at certain times and days of the week. Which feature would help this advertiser maximize the number of conversions received at the campaign’s current budget?
Your client wants to place image and video ads on a wide variety of websites so people will see them while browsing those sites. Which type of Google Ads campaign would be best for that?
Search Network with YouTube opt-in
Which bidding type is only available for ads on the Display Network?
Target cost–per–acquisition (CPA)
Viewable cost–per–thousand impressions (vCPM)
Cost–per– view (CPV)
Your budget is $500 a month, your goal is to drive visits to your site, and your average sale price is around $10. Which bidding strategy is best for you?
a – Focus on impressions
b – Focus on engagement
c – Focus on clicks
d – Focus on conversions
What is the reach of the Google Display Network?
a – Over 40 percent of global internet users
b – Over 50 percent of global internet users
c – Over 90 percent of global internet users
d – Over 60 percent of global internet users
What is your advertising objective if you’ve just launched a product and would like to show your ads to a varied group of consumers?
Which feature could help advertisers determine if the clicks they are receiving on the Display Network are valuable?
IP exclusion setting
Which bidding strategy should use you if you want to increase revenue from your ad spend?
Enhanced cost-per-click (ECPC)
Target return on ads spend (ROAS)
Target cost-per-action (CPA)
How many websites are part of the Google Display Network?
Which report should advertisers run to see which Display Network properties displayed their ads and view associated statistics?
Reach and frequency
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?
Viewable cost-per-thousand impressions (vCPM)
Which remarketing list segment will typically have the highest volume of viewers?
Which is a benefit of using display advertising with Google to build brand awareness?
Higher clickthrough rates (CTR) than on Google Search
Consistent performance from day–to–day
Accurate forecasts of clicks and impressions
Expansive network of diverse sites
In order to use remarketing with Google Analytics, you need to:
a – have a goal conversion rate of 20%
b – have a goal conversion rate of 30%
c – have your Google Analytics and Google Ads accounts linked
d – have at least one active Google Ads account
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?
Location and language targeting
You are interested in understanding how campaigns are driving traffic to your site. What metric would you look at to see how often people who see your ad end up clicking it?
Hayley’s client wants to drive sales of her new cookbook that’s about gluten–free desserts. If Hayley sets up a Display Network campaign that targets potential customers using keywords and topics and the “Target and bid” setting, her client’s ads can show when:
the keywords and bid match
only the topics match
the keywords and topics match
only the keywords match
If John is setting up a new video campaign, which manual bidding strategy should he use?
a – Cost-per-click
b – Cost-per-thousand-viewable impressions
c – Cost-per-engagement
d – Cost-per-view
An advertiser using viewable cost–per–thousand impressions (vCPM) bidding wants to maximize exposure on a specific set of sites selected for a new campaign. Which is a best practice when setting up the campaign?
Create a campaign for each website
Set bids on individual placements
Set bids at the ad group or campaign level
Choose websites that represent a variety of themes
“Engagement” with a Lightbox ad on a mobile phone or tablet is achieved when someone
expands or interacts with the ad
watches the ad twice in a row
hovers their finger over the ad for at least 2 seconds
watches the ad for at least 2 seconds
Which automatically expands your reach based on your campaign’s conversion history to help get as many conversions as possible?
Ad Preview and Diagnosis tool
If your client runs a car dealership and wants to increase brand awareness among auto enthusiasts, which bidding type would you suggest?
Your client who sells sports shoes might choose to target a custom affinity audience if he wants to:
reach shoppers who are ready to buy right away
sell high–end running shoes to competitive marathon runners
reach men, women, and children of all ages who need any kind of athletic shoes
increase brand awareness
Remarketing is targeting ads to people who’ve already visited:
competitors’ websites multiple times
your website after they’ve searched on Google
multiple websites on the Display Network
your website as they browse websites and use apps on the Display Network
If you’re using remarketing to reach people who’ve used your mobile app, they see your ads:
when they enter search terms for products like yours on a mobile device
while browsing and using Google Maps
each time they re–use your mobile app
while using other mobile apps on the same mobile or tablet device
Frequency capping limits the number of times:
a – your ads appear to the same person on the Display Network
b – your ads appear during the designated days and hours that you set
c – your ads appear to people with the same IP address
d – your ads appear to the same person on the Search Network
If a display ad appears “above the fold,” this means that it:
takes up more than 20% of the webpage
will appear at the top of each page of the website
will appear anywhere on the front page of the website
can be viewed in the upper portion of the page without scrolling
In–market audience targeting consists of people:
a – who are interacting with contextually relevant content
b – who are in your overall target demographic group
c – whom you’ve reached through remarketing
d – who are currently researching options and actively considering buying a product or service like yours
When reviewing her display campaign, Gina sees that her clickthrough rate is higher on weekdays from 10 a.m. to 1 p.m. Which feature could help her be more efficient with her advertising during this time?
You are interested in understanding how clicks lead to a sale on your site. What do you call a click that leads to a sale on your site?
On the Display Network, enhanced cost–per–click (ECPC) automatically:
sets bids to help you get as many conversions as possible
adjusts your manual bid up or down based on each click’s likelihood to result in a conversion
sets bids to help you get the most clicks within your target spend amount
sets bids to maximize your conversion value while trying to reach an average return on ad spend
An advertiser selling airline tickets has designed an image ad with drop–down menus for airport departure and arrival locations. Rather than programming the menu to show airports, the advertiser wants a click on the ad to go to his website. This ad will:
be resized on the Display Network because it lacks animation elements
perform well on the Display Network because it contains relevant information
perform poorly on the Display Network because it will frustrate people
be disapproved because it mimics a function the ad can’t perform
Which feature applies to the Display Network but not the Search Network?
If a display ad has been disapproved, how do you submit a request for another review?
Email ads–email@example.com to find out why it wasn’t approved
Open and then resubmit the ad
Click “Re–review display ad”
Edit your ad so it complies with Google policy and re–saveit
Which report is helpful when using site and category exclusions?
Ad group report
In your next campaign you’d like to show images of your products in your ads. What campaign type do you choose?
For an ad entering an auction on the Display Network, the Google Ads system will calculate the effective cost–per–thousand impressions (eCPM) when there are:
any cost–per–click (CPC) or cost–per–acquisition (CPA) ads entering the auction
only cost–per–click (CPC) ads entering the auction
only viewable cost–per–thousand impressions (vCPM) ads entering the auction
both cost–per–click (CPC) and cost–per–acquisition (CPA) ads entering the auction
When optimizing for the Display Network, a clear call–to–action (CTA) in the ad text is important in order to:
set expectations for customers who are in various stages of the buying cycle
increase overall impressions for the ad
improve the Quality Score of the ad on all Google properties
identify the traffic to your website that was generated by ads
Which of these metrics is typically most important in measuring a direct response advertiser’s performance on the Display Network?
Clickthrough rate (CTR)
To raise awareness of what you’re advertising without limiting who might see your ads, you should:
add multiple targeting methods and use the “Target and bid” setting
add multiple targeting methods and use the “Bid only” setting
set a mobile bid adjustment to reach more customers on mobile devices
set a topic bid adjustment to show your ads on multiple pages about a specific topic
Exclude “Programming” as a topic
Add “Coffee beans” as a topic
Add “Java beans” as a negative keyword
Why is it recommended to separate Display Network campaigns from Search Network campaigns?
Higher bids are required to be successful on the Display Network
Lower clickthrough rates (CTRs) on the Display Network can negatively affect Quality Score
Separate campaigns allow for more accurate location targeting
Different campaign settings may be more effective on different networks
If you’d like users to fill in a survey on your website, which marketing objective do you need to select when setting up your Display campaign?
You don’t need to select marketing objective in this case
In order to use target cost–per–acquisition (CPA) bidding, an advertiser must:
a – have a certain number of conversions in the previous 30 days
b – be using viewable cost–per–thousand impressions (vCPM) bidding, with a certain number of viewable impressions in the previous 30 days
c – be opted in to the Search Network
d – be opted in to the Search Network and YouTube
You’d like to show your ads to users searching for custom t-shirts. Which targeting method can you use?
Your client has a Mexican restaurant and wants to increase brand awareness in the local community. What type of ad would you create to help reach your client’s goal?
A text ad with a call extension on the Search Network
A text ad with keywords describing the most popular menu items, like “fish tacos,” on the Search Network
An image ad featuring a drawing of the restaurant on the Display Network
An interactive Lightbox display ad on the Display Network that’s focused on the restaurant’s most popular menu items
Cost–per–thousand impressions (CPM) bidding is only available for:
campaigns that target search partner sites
accounts using U.S. dollars for billing currency
campaigns that target the Display Network
accounts that are using prepay billing
You are leading a brand awareness campaign for a car company, and you’d like to create buzz for your new model. Which metrics do you need to look at in your reports?
Conversion delay and cost-per-acquisition
Impressions and conversions
Impressions, reach, frequency
Clickthrough rate and cost-per-click
You might choose to use preferred layouts for dynamic display ads if your client:
wants to choose the layouts and features
wants to choose the features but not the layouts
doesn’t care if Google Ads chooses the layouts and features
wants to choose the layouts but not the features
What can you do by creating a separate campaign that’s targeted only to the Display Network?
Set specific maximum cost–per–click (CPC) bids for automatic placements
Exclude irrelevant placements and categories
Set a separate placement bid at the ad group level
Allocate budget and control spend more effectively across campaigns
There’s no one recommended bid amount that works best for everyone. Which factors do you need to consider when choosing a bid amount? (Select 3)
Cost of your keywords
Your campaign type
Which bidding option is best suited for an advertiser focused on direct response marketing goals?
Effective cost–per–thousand impressions (eCPM)
our client wants to reach new parents with ads for organic baby food. What kind of targeting would you recommend?
In–market audiences using the “Infant & Toddler Feeding/Toddler Meals” category
An advertiser promoting the release of a film that’s entirely in French with no subtitles wants to advertise on YouTube. He’s advertising it heavily in France through a traditional ad campaign, but wants to ensure that online ads reach the most relevant YouTube audience. Which should he do?
Change the Google Ads account language setting to French during setup
Change the managed placements to French
Target specific YouTube localized domains
Set language targeting options for the campaign containing the ads for the film
Your client Kevin works for a retailer that sells eco–friendly products. He wants to attract an audience with an established interest in his message. What type of targeting would you recommend?
Contextual product targeting
The “Green Living Enthusiasts” affinity audience
Which ad format is recommended for getting more users for your app, as well as finding users who are likely to complete in-app actions?
For an advertiser focused on branding, what are the key success metrics?
Clicks and impressions
Someone browsing the Internet sees a Google Ads display ad for laptop computers on a Display Network site, but doesn’t click on it. Two weeks later, she’s interested in buying a laptop and decides to visit the site from the ad. She finds the site by doing a Google search, goes directly to it, and buys a laptop. In this scenario, view–through conversions would be valuable for the advertiser because it could:
measure the number of conversions associated with ad impressions
measure the number of potential clicks associated with ad impressions
track the number of people who saw the ad but didn’t convert
track the IP addresses of people who saw the ad
View–through conversions are available only to:
a – advertisers that have implemented conversion tracking
b – advertisers that have implemented target CPA bidding
c – advertisers that are running video ads
d – advertisers that have opted in to the Search Network
Which targeting method allows an advertiser to reach people who have previously visited their website by showing them relevant ads when they visit other placements on the Display Network?
Why is it beneficial to include a text ad in the same ad group as an image ad when advertising on the Display Network?
It ensures maximum coverage because some publishers don’t accept all ad formats
Image ads don’t perform as well on the Display Network
It ensures one of the ad formats will win the auction and show on a publisher site
Text ads don’t perform as well on the Display Network
Which manual bidding strategy can you use to increase your reach?
a – Cost-per-thousand-viewable impressions
b – Cost–per–day (CPD)
c – Cost-per-engagement
d – Cost-per-click
Which bidding option is best suited for an advertiser focused on branding goals?
Cost per acquisition (CPA)
Which is a benefit of using a Lightbox ad?
a – There’s no cost for engagement with the ad
b – You can use any Display Network targeting method
c – You can be charged only for click–throughs
d – You can run it on both the Search and Display Networks
True or False: An advertiser can target mobile apps via Google Ads.
Your client has a cupcake shop in a hard–to–find alley in San Francisco. She’s advertising on the Display Network. What’s the best way to help people find her?
Add a map showing her location to her ads
Advertise on the Search Network as well as the Display Network
Add a location extension to her ad
Prominently feature her street address in bold text
Ads are likely to be most contextually relevant to the sites on which they appear when using:
Your client Christina wants to drive traffic to her site. She has return–on–investment goals and is already using Google Ads conversion tracking. Which bidding strategy would you recommend?
Target return on ad spend (ROAS)
How long should advertisers wait after creating a new Display campaign before analyzing its performance?
You’re seeking an ad format to support influencing consideration for your brand. You’d also like the ad to automatically adjustsits size, appearance, and format to fit available ad spaces and better fit content users came to see. Which ad format suits these needs?
Standard image ads
Which best practice is advisable when optimizing ad groups within a placement–targeted display campaign?
Create a separate ad group for each placement
Move automatic and managed placements into separate ad groups
Target a broad collection of placements with a single ad group
For each ad group, target groups of placements with similar themes
A running shoe company wants to reach “avid marathon runners” instead of just “sports fans”. Which targeting method should this advertiser use?
Custom affinity audiences
Which ad format is recommended for driving action?
An advertiser would benefit from using affinity audience targeting if they want to reach people:
regardless of their particular interests
with a very specific interest, for example, avid marathon runners
who’ve already visited their website
with a particular broad interest, for example, sports fans
If one of your display ad groups isn’t serving due to incorrect target and bid settings, what should you do?
a – Set the targeting for the ad group to “Target all”
b – Set the targeting for the campaign to “Target all” and resubmit the ad
c – Set the targeting for the ad group to “Broad Reach”
d – Set all targeting for the ad group to “Observations” and at least one targeting method to “Targeting”
Targeting by topic is a good strategy if your client wants to:
drive sales on his website
actively manage his budget because he has strict cost–per–acquisition goals
control where his ads appear on the Display Network
reach a specific audience
When should you use automated bidding?
a – If you have had 50-100 conversions over 30 days in a single campaign
b – If you have had 10-50 conversions over 15 days in a single campaign
c – If you have had 50-100 conversions over 15 days in a single campaign
d – If you have had 5-10 conversions over 30 days in a single campaign
When planning a campaign, the first thing an advertiser thinks about should be:
a – the advertiser’s daily budget
b – the advertiser’s goals
c – the tools available to optimize the campaign
d – the tools available to build a display ad
John launched a new line of men’s shoes on his fashion website, and he wants to build awareness about the launch. Which targeting option should he use?
Your client Ali has a car dealership. She wants to reach people who are actively researching electric cars and ready to buy one. Which type of targeting would you recommend?
A broad affinity audience
Managed placements allow advertisers to:
bid differently for specific placements on the Display Network
exclude a specific ad unit on a network page where there are multiple ad units
give Google the ability to select placements for them and set industry–appropriate bids
target relevant placements across the entire Display Network based on their keyword lists
An advertiser purchasing display advertising through other ad networks can still benefit from using Google Ads display ads because:
the ad can appear multiple times on a page to reinforce the advertiser’s message
she can infinitely loop animated image ads
she can fill in the gaps of niche and mass–marketed sites using Google Ads targeting options
the ad will show on all ad networks and will reinforce the advertiser’s message
Your client wants to reach customers who are browsing content relevant to the company’s keywords and highly likely to buy their products. You recommend using the Search Network with Display opt-in because the Display option:
uses dynamic placement to target web pages and applies predictive conversion models to target ads
uses keywords to target web pages with relevant content and uses predictive models to determine which pages are most likely to result in conversions
optimizes keywords and applies affinity targeting conversion models to target ads
optimizes affinity targeting to place ads on all relevant web pages
Which targeting option allows you to re-engage with people who visited your site by serving them ads containing the products they viewed on their visit?
What targeting options are available on the Display Network? (Choose 2)
Remarketing lists for search ads (RLSA)
James has a campaign for an online training course and wants to understand how his campaigns are driving course sales and lesson sign-ups. What information can he learn from conversion tracking? (Choose 2)
a – How many people sign up for lessons after seeing the ad
b – How many liked the ad
c – How many people saw the ad
d – Which age group and gender is more likely to sign up for a course after seeing the ad
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