Google Analytics IQ Exam – All answers Guide|Answer key|Digital Marketing Certification

Which report show websites that send traffic to your pages?

• Behavior
• Demographics
• All traffic
• Geo

Correct answer is:

• All traffic

Explanation: All the websites that send traffic to your website come under “Referrals” in Google Analytics. You can reach to “Referrals” through “All Traffic” under “Acquisition” tab.

Which of these are required for Multi-Channel Funnels?

• Advertising features
• In-page Analytics
• Custom dimensions
• Goals or Ecommerce

Correct answer is:

• Goals or Ecommerce

Explanation: The Multi-Channel Funnels reports are generated from conversion paths, the sequences of interactions (i.e., clicks/referrals from channels) during the 90 days1 that led up to each conversion and transaction. Analytics compiles conversion path data for any Goal or Ecommerce transaction you define.

Read more here: https://support.google.com/analytics/answer/1191182

Which report helps you understand which kinds of mobile devices were used to visit your website?

• Technology > Network report
• All traffic > Source/Medium report
• Site Content > Landing Page report
• Mobile > Devices report

Correct answer is:

• Mobile > Devices report

Explanation: With this (Mobile > Devices report) report, you can find out how many users you acquired on one type of device convert on that same type of device, how many convert on a different type of device, and how many don’t convert at all.
Read more here: https://support.google.com/analytics/answer/3123672

 

Which of these represents the hierarchical structure of a Google Analytics account?

• Account > View > Property
• View > Account > Property
• Account > Property > View
• Property > Account > View

Correct answer is:

• Account > Property > View

Read more here: https://support.google.com/analytics/answer/1009618

 

To recognize users across different devices, what feature must you enable?

• Attribution Models
• User ID
• Audience Definitions
• AdWords Linking

Correct answer is:

• User ID

Explanation: The User ID lets you associate engagement data from multiple devices and different sessions with unique IDs.
Read more here: https://support.google.com/analytics/answer/3123662

 

Which of these is NOT a benefit of using segments in your data analysis?

• You can isolate and analyze specific conversion paths using conversion segments
• You can compare behavior metrics for groups of users like Converters vs non Converters
• You can permanently modify the data in your view
• You can analyze users by single or multi-session conditions

Correct answer is:

You can permanently modify the data in your view

Explanation: A segment is a subset of your Analytics data. Segments let you isolate and analyze those subsets of data so you can examine and respond to the component trends in your business. You can also use segments as the basis for audiences. A segment is made up of one or more non-destructive filters (filters that do not alter the underlying data). Those filters isolate subsets of users, sessions, and hit.

Read more here: https://support.google.com/analytics/answer/3123951

 

Which report can compare metrics based on user acquisition date over a series of weeks?

• Users Flow report
• Active Users report
• Cohort Analysis report
• User Explorer report

Correct answer is:

• Cohort Analysis report

Explanation: Cohort analysis helps you understand the behavior of component groups of users apart from your user population as a whole. Examples of how you can use cohort analysis include to see how the behavior and performance of individual.

Read more here: https://support.google.com/analytics/answer/6158745

 

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

• Active Users report
• Users Flow report
• Cohort Analysis report
• User Explorer report

Correct answer is:

• Active Users report

Explanation: The metrics in the Active Users Report are relative to the last day in the date range you are using for the report.

Read more here: https://support.google.com/analytics/answer/6171863

 

If you define a Destination Goal for a newsletter sign-up, and a user completes the newsletter sign-up three times in three separate sessions, how many Goal conversions will Google Analytics count?

• 0
• 1
• 2
• 3

Correct answer is:

• 3

Explanation: Goals are configured at the view level. Goals can be applied to specific pages or screens your users visit, how many pages/screens they view in a session, how long they stay on your site or app, and the events they trigger while they are there.

Read more here: https://support.google.com/analytics/answer/1012040

 

What will happen if you install the same default tracking code on pages with different domains?

• Analytics will associate these users and sessions with their respective domains
• Analytics will associate these users and sessions with a single domain
• Analytics will alert you about duplicate data collection
• Analytics will not associate these users and sessions with any domain

Correct answer is:

• Analytics will associate these users and sessions with their respective domains

Read more here: https://support.google.com/analytics/answer/6205202?hl=en

Read more here: https://support.google.com/analytics/answer/7030884?hl=en

 

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

• Analytics will not be able to associate user behavior data with past data collected
• Analytics will set a new unique ID the next time a browser loads a tracked page
• Analytics will set a new browser cookie the next time a browser loads a tracked page
• All of the above

Correct answer is:

• All of the above

 

In Multi-Channel Funnel Reports, which channel could NOT be credited with a conversion?

• Television commercials
• Paid and organic search
• Website referrals
• Social network

Correct answer is:

• Television commercials

 

If the Google Merchandise Store sets up a URL goal of “/ordercomplete” and a Match Type of “Begins with”, which of the following pages on http://www.googlemerchandisestore.com will NOT count as a goal?

• /ordercomplete/index.html
• /ordercomplete.php
• /ordercomplete/thank_you.html
• /order/complete.php

Correct answer is:

• /order/complete.php

What is the set of rules that determines how sales and conversions get attributed based on touch-points in the conversion path?

• Channel Groupings
• Multi-Channel Funnels
• Conversion tracking
• Attribution modeling

Correct answer is:

• Attribution modeling

Explanation: An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.

Read more here: https://support.google.com/analytics/answer/1662518?hl=en

 

 

By default, which of these are NOT Remarketing audiences that you can define?

• Users who speak a particular language
• Users who visited a specific page on your website
• Users who visited your physical store
• Users who played a video on your website

Correct answer is:

• Users who visited your physical store

 

Segments are applied before sampling in reports.

• True
• False

Correct answer is:

• False

Explanation: Analytics applies segments after it samples the property-level data, and after it applies filters, which can also reduce the number of sessions included in a sample.
https://support.google.com/analytics/answer/2637192?hl=en

 

What four types of Goals are available in Google Analytics?

• Destination, Event, Duration, Pages/Screens per Session
• Destination, Event, Pageview, Social
• Location, Event, Time, Users per Session
• Pageview, Event, Transaction, Social

Correct answer is:

• Destination, Event, Duration, Pages/Screens per Session

https://support.google.com/analytics/answer/1012040?hl=en

 

Which report shows a visual representation of user interactions on your website?

• Behavior Flow report
• Content Drilldown report
• Landing Pages report
• Treemaps report

correct answer is:

• Behavior Flow report

Explanation: The Behavior Flow report visualizes the path users traveled from one page or Event to the next. This report can help you discover what content keeps users engaged with your site.
Read more here: https://support.google.com/analytics/answer/2785577?hl=en

 

Google Analytics filters are applied in the order in which they are set in your view.

• True
• False

Correct answer is:

• True

Explanation: By default, view filters are applied to the data in the order in which the filters were added. So, if there are existing filters for a view, your new filter is applied after them.
Read more here: https://support.google.com/analytics/answer/1034823

 

If you want to track users and sessions across multiple domains, what must you set up?

• AdWords Linking
• Data Import
• Ad Exchange Linking
• Cross-domain tracking

Correct answer is:

• Cross-domain tracking

Explanation: When you set up cross domain tracking, you can collect data from multiple websites into a single account property. This lets you see data from different sites in the same reporting view.
Read more here: —https://support.google.com/analytics/answer/1034148

 

Which of these can you NOT share using The Solutions Gallery?

• Custom reports
• Segments
• Custom Dimensions
• Goals

Correct answer is:

• Custom Dimensions

Explanation: You can share Dashboards, Custom Reports, Segments, Goals, and Custom Attribution Models in the Solutions Gallery. Only configuration data is shared through the Solutions Gallery. When you create and share an asset, your personal information and Analytics data stays private in your account. And when you import an asset from the Solutions Gallery, only the template is imported into your account.
Read more here: https://support.google.com/analytics/answer/3314024?hl=en

 

Which of the following statements about segments is incorrect?

• Segments are filters that permanently alter your data
• You can use segments to build custom Remarketing lists
• Segments are either subsets of sessions or subsets of users
• Segments let you isolate and analyze your data

Correct answer is:

• Segments are filters that permanently alter your data

 

Which of these user characteristics CANNOT be used to create a Custom Segment?

• Users that viewed a page on your website and then watched a video
• Users who have children
• Users 25 to 34 years of age who have their browser set to Spanish
• Users that engaged in your social media or email campaigns

Correct answer is:

• Users who have children

 

Which report shows the percentage of traffic that has visited your site before?

• Behavior > New vs returning report
• Behavior > Frequency and Recency report
• All traffic > Referrals report
• Interests > Affinity categories report

Correct answer is:

• Behavior > New vs returning report

 

Which of these could NOT be tracked using Goals in Google Analytics?

• Watching a video
• Making a purchase
• Customer’s lifetime value
• Signing up for a newsletter

Correct answer is:

• Customer’s lifetime value
• Explanation: The Lifetime Value report lets you understand how valuable different users are to your business based on lifetime performance. This is not just a number but a complete metrics. That’s why it could not be tracked in Goal.

Read more here: https://support.google.com/analytics/answer/6182550

 

You can only apply a Custom Dimension to data that was collected after you created the dimension.

• True
• False

Correct answer is:

• False

 

Which data table display compares report metrics to the website average?

• Pivot
• Comparison
• Percentage
• Performance

Correct answer is:

• Comparison

Explanation: Comparison displays a bar chart plotting the performance of the selected metrics relative to the site average.
Read more here: https://support.google.com/analytics/answer/2604608?hl=en#data_table_view

 

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

• 0
• 1
• 2
• 3

Correct answer is:

• 1

 

If a user visits the home page of a website with a video embedded and leaves without clicking on anything, Google Analytics will count this session as a bounce.

• True
• False

Correct answer is:

• True

Explanation: The term “Non-interaction” applies to the final, and optional, boolean parameter that can be passed to the method that sends the Event hit. This parameter allows you to determine how you want bounce rate defined for pages on your site that also include event tracking. For example, suppose you have a home page with a video embedded on it. It’s quite natural that you will want to know the bounce rate for your home page, but how do you want to define that? Do you consider visitor interaction with the home page video an important engagement signal? If so, you would want interaction with the video to be included in the bounce rate calculation, so that sessions including only your home page with clicks on the video are not calculated as bounces.

Read more here: https://support.google.com/analytics/answer/1033068

 

Which of these can be imported to define a remarketing audience?

• Custom Metric
• Custom Report
• Custom Dimension
• Custom Segment

Correct answer is:

• Custom Segment

 

If a filter excludes data from a view, that data can never be recovered for that view.

• True
• False

correct answer is:

• True

Explanation: Google recommend that you don’t delete or add filters to your original view. When you delete a view, that particular historical perspective of the data is gone. When you add filters to a view, the data you exclude is unavailable. To preserve all your original data and also control the specific perspectives of that data, create a copy of your original view or set up additional views and customize each one to meet your reporting goals.

Read more here: https://support.google.com/analytics/answer/2649553

 

Which campaign parameter is NOT standard in Google Analytics?

• utm_content
• utm_source
• utm_adgroup
• utm_campaign

Correct answer is

• utm_adgroup

 

Which of these would prevent data from appearing in a Custom Report?

• You’ve applied too many metrics to the Custom Report
• You haven’t shared that Custom report with users in the same view
• You’ve applied a filter that filters out all of your data
• You’ve applied too many dimensions to the Custom Report

Correct answer is:

• You haven’t shared that Custom report with users in the same view

 

 

Which view filter(s) would you apply if you wanted to include only users from Brazil or Argentina?

• Filter 1: include Brazil > Filter 2: include Argentina
• Filter 1: exclude Peru or Bolivia
• Filter 1: include Brazil or Argentina
• Filter 1: include Argentina > Filter 2: include Brazil

Correct answer is:

• Filter 1: include Brazil or Argentina

 

What is a “metric” in Google Analytics?

• A dimension that can help you analyze site performance.
• The numbers in a data set often paired with dimensions.
• The dates in your date range.
• A segment of data separated out in a report for comparison.

Correct answer is:

• The numbers in a data set often paired with dimensions.

Explanation: Metrics are quantitative measurements. The metric Sessions is the total number of sessions. The metric Pages/Session is the average number of pages viewed per session.
Read more here: https://support.google.com/analytics/answer/1033861

 

By default, when does an Analytics session expire?

• At noon every day
• When a user is inactive on your website for more than 30 minutes
• When a user opens another browser window
• After 30 minutes, regardless of user activity on your website

Correct answer is:

• When a user is inactive on your website for more than 30 minutes

Explanation: Sessions and campaigns end after a specific amount of time passes. By default, sessions end after 30 minutes of inactivity and campaigns end after six months. You can change the settings so sessions and campaigns end after the specified amount of time has passed.

Read more here: https://support.google.com/analytics/answer/2795871

 

What are the four scope levels available for dimensions and metrics in Google Analytics?

• Hit-level, session-level, product-level, or user-level scope
• Location-level, duration-level, product-level, or user-level scope
• Event-level, session-level, transaction-level, or user-level scope
• Event-level, duration-level, transaction-level, or user-level scope

Correct answer is:

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

Explanation: Scope determines which hits will be associated with a particular custom dimension value. There are four levels of scope: product, hit, session, and user:

Product – value is applied to the product for which it has been set (Enhanced Ecommerce only).
Hit – value is applied to the single hit for which it has been set.
Session – value is applied to all hits in a single session.
User – value is applied to all hits in current and future sessions, until value changes or custom dimension is made inactive.
Read more here: https://support.google.com/analytics/answer/2709828#scope

 

By default, which of these is NOT considered a “source” in Google Analytics?

• Email
• Google
• (direct)
• com

Correct answer is:

• Email

Explanation: Email comes under “Medium”.

 

By default, when will Google Analytics NOT be able to identify sessions from the same user?

• When the sessions happen in the same browser on the same device
• When the sessions happen in the same browser on the same day
• When the sessions share the same browser cookie
• When the sessions happen in different browsers on the same device

Correct answer is:

• When the sessions happen in different browsers on the same device

 

What type of data does Google Analytics prohibit you from collecting?

• Personally identifable information
• Product SKU(s)
• Billing city
• Purchase amount

Correct answer is:

• Personally identifable information

Explanation: The Google Analytics terms of service, which all Google Analytics customers must adhere to, prohibit sending personally identifiable information (PII) to Google Analytics. PII includes any data that can be used by Google to reasonably identify an individual, including (but not limited to) names, email addresses, or billing information.
Read more here: https://support.google.com/analytics/answer/6004245

 

Views can include website data from before the view was created.

• True
• False

Correct answer is:

• False

Explanation: A reporting view is the level in an Analytics account where you can access reports and analysis tools. Analytics automatically creates one unfiltered view for every property in your account, but you can set up multiple views on a single property. Any data you send to an Analytics property automatically appears in all views associated with that property.
Read more here: https://support.google.com/analytics/answer/2649553

 

Sharing a Custom Report will share the data in that report.

• True
• False

Correct answer is:

• False

Explanation: When you share a Custom Report, only the configuration information is shared. Your data remains private.

You can read more here: https://support.google.com/analytics/answer/1326774?hl=en

 

Assigning a value to a Google Analytics Goal allows you to do which of the following?

• Track actual revenue from your conversions
• Analyze the conversion funnel on your website.
• Track real-time revenue for your business
• Compare goal conversions and measure changes and improvements to your site

Correct answer is:

• Compare goal conversions and measure changes and improvements to your site

Explanation: Assigning a monetary value to a goal gives you a way to compare conversions and measure changes and improvements to your site or app. All goal types except Smart Goals let you assign a value during the setup process. There are special considerations when setting up an Event goal or a goal that involves Ecommerce Tracking.
Read more here: https://support.google.com/analytics/answer/1032415?hl=en

 

What would you set up to collect how many comments users posted to a webpage on your site?

• Custom Dimension
• Calculated Metric
• Custom Channel Groupings
• Custom Metric

Correct answer is:

• Custom Metric

Explanation: custom metrics can produce more flexible and more readable custom reports and as such are a convenient way to track your most important metrics.
Read more here: https://support.google.com/analytics/answer/2709828?hl=en#example-metrics

 

Which type of Custom Report shows a static sortable table with rows of data?

• Flat Table
• Map Overlay
• Pivot Table
• Explorer

Correct answer is:

• Flat Table

Explanation:

Explorer: The standard Analytics report. Includes a line graph and a data table that includes dynamic elements like a search/sort option and secondary dimensions.
Flat Table: A static, sortable table that displays data in rows.
Map Overlay: A map of the world. Different regions and countries display in darker colors to indicate traffic and engagement volume.
Read more here: https://support.google.com/analytics/answer/1151300

 

Which report shows which pages on your site get the most traffic and highest engagement?

• Active Users report
• All Pages report
• Frequency and Recency report
• Engagement report

Correct answer is:

• All Pages report

 

To send data from a web-connected device like a point-of-sale system to Google Analytics, what would you use?

• Data Import
• The Measurement Protocol
• Browser cookies
• The Networking Protocol

Correct answer is:

• The Measurement Protocol

Explanation: The Measurement Protocol lets you send data to Analytics from any internet-connected device. It’s particularly useful when you want to send data to Analytics from a kiosk, a point of sale system, or anything that is not a website or mobile app
Read more here: https://support.google.com/analytics/answer/6086079

 

Which of these is NOT possible when you link your AdWords account to Google Analytics?

• Adjust keyword bids inside Google Analytics
• View AdWords click and cost data alongside your site engagement data in Google Analytics
• Create remarketing lists in Analytics to use in AdWords campaigns
• Import Analytics goals and transactions into AdWords as conversions

Correct answer is:

• Adjust keyword bids inside Google Analytics

Explanation: Linking your AdWords account to your Analytics property lets you see the full customer cycle, from how they interact with your marketing (e.g., seeing ad impressions, clicking ads) to how they finally complete the goals you’ve set for them on your site (e.g., making purchases, consuming content).
Read more here: https://support.google.com/analytics/answer/1033961

 

Which report would you use to determine where users start or exit the conversion funnel?

• Cohort Analysis report
• Goal Flow report
• User Timings report
• Treemaps report

Correct answer is:

• Goal Flow report

Explanation: You can use this report to see alternative entrance points for your goal. Move the Connections slider to the right to expose more pathways, and you can see things like how much direct traffic there was to your goal (bypassing the funnel steps), and whether organic search was taking users to promotional content or straight to your goal.
Read more here: https://support.google.com/analytics/answer/1686005https://support.google.com/analytics/answer/1686005

Which kinds of hits does Google Analytics track?

• Page-tracking hit
• Event-tracking hit
• Ecommerce-tracking hit
• All of the above

Correct answer is:

• All of the above

Explanation: An interaction that results in data being sent to Analytics. Common hit types include page tracking hits, event tracking hits, and ecommerce hits.
Each time the tracking code is triggered by a user’s behavior (for example, user loads a page on a website or a screen in a mobile app), Analytics records that activity. Each interaction is packaged into a hit and sent to Google’s servers.
Read more here: https://support.google.com/analytics/answer/6086082

 

Which report indicates the last page users viewed before leaving your website?

• Exit Pages report
• Pages report
• All Pages report
• Landing Pages report

Correct answer is:

• Exit Pages report

Explanation: The “Exit Pages” report under “Site Content” shows the pages where users left your site. Because you don’t want users exiting from important pages like a shopping cart checkout, it’s a good idea to periodically review this report to minimize unwanted exits.
Read more here: https://support.google.com/analytics/answer/6382988

 

Which report helps you determine the percent of your site traffic that has visited previously?

• Sales Performance report
• Frequency & Recency report
• Referrals report
• New vs Returning report

Correct answer is:

• New vs Returning report

 

Which report helps you determine the percent of your site traffic that has visited previously?

• Direct
• Display
• Device
• Organic Search

Correct answer is:

• Device

Explanation: The default system channel definitions reflect Analytics’ current view of what constitutes each channel in the Default Channel Grouping.
Default channels are Direct, Organic Search, Social, Email, Affiliates, Referral, Paid Search, Other Advertising and Display.
Read more here: https://support.google.com/analytics/answer/3297892

 

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

• True
• False

Correct answer is:

• False

How would you reduce the time it takes to compile reports in Google Analytics?

• Remove any filters you have added to the view
• Choose “Faster response” in the sampling pulldown menu
• Choose “Greater precision” in the sampling pulldown menu
• Remove any Secondary Dimensions you have added to the report

Correct answer is:

• Choose “Faster response” in the sampling pulldown menu

Explanation: At the top of the report, below the date range selector, select Faster response, less precision or Slower response, greater precision. Your data automatically refreshes using the new setting. Your preference is saved across all of your reports, but resets after you close Analytics.
Read more here: https://support.google.com/analytics/answer/1733979

 

You cannot change the default session timeout duration in Google Analytics.

• True
• False

Correct answer is:

• False

Explanation: A session is a group of interactions that take place on your website within a given time frame. By default, a session lasts until there’s 30 minutes of inactivity, but you can adjust this length so a session lasts a few seconds or several hours. A session can be as short as a few seconds or as long as several hours. A single user can open multiple sessions.
Read more here: https://support.google.com/analytics/answer/2731565

Where in the HTML of your webpage should you place your Analytics tracking code?

• Just before the closing </body> tag of your website
• Just after the opening <body> tag of your website
• Just before the closing </head> tag of your website
• Just after the opening <head> tag of your website

Correct answer is:

• Just before the closing </head> tag of your website

Explanation: You just need to paste the entire snippet into the HTML on your web pages, just before the closing </head>tag.
Read more here: https://support.google.com/analytics/answer/1008080

 

Which report demonstrates how well specific parts of your website performed?

• Frequency and Recency report
• Content Drilldown report
• Top Events report
• Location report

Correct answer is:

• Content Drilldown report

What four parameters can you include with an event hit for reporting?

• Category, Action, Label, Unique Events
• Category, Action, Label, Total Events
• Category, Action, Label, Value
• Event, Category, Action, Label

Correct answer is:

• Category, Action, Label, Value

Explanation: Events are user interactions with content that can be tracked independently from a web page or a screen load.An Event has the following components. An Event hit includes a value for each component, and these values are displayed in your reports.

Category
Action
Label (optional, but recommended)
Value (optional)

Read more here: https://support.google.com/analytics/answer/1033068

What is the “Bounce Rate” in Google Analytics?

• The number of times unique users returned to your website in a given time period
• The percentage of visits when a user landed on your website and exited without any interactions
• The percentage of total site exits
• The percentage of sessions in which a user exits from your homepage

Correct answer is:

• The percentage of visits when a user landed on your website and exited without any interactions

Explanation: A bounce is a single-page session on your site. In Analytics, a bounce is calculated specifically as a session that triggers only a single request to the Analytics server, such as when a user opens a single page on your site and then exits without triggering any other requests to the Analytics server during that session.
Read more here: https://support.google.com/analytics/answer/1009409

 

Which reports require you to activate Advertising Features?

• Cohort Analysis reports
• Real-time reports
• Geo reports
• Demographics and Interests reports

Correct answer is:

• Demographics and Interests reports

Explanation: To make the Demographics and Interests data available in Analytics, you need to update Analytics to support Advertising Reporting Features and enable the Demographics and Interests reports. When you enable Advertising Reporting Features, you allow Analytics to collect additional information from the DoubleClick cookie (web activity) and from Device Advertising IDs (app activity).

Read more here: https://support.google.com/analytics/answer/2819948

 

Once Google Analytics has processed the data it collects, you can still recover any data that was filtered out.

• True
• False

Correct answer is:

• False

Explanation: some Analytics features fundamentally alter how data is collected or processed in your account in ways that cannot be reversed, you should duplicate the original view before making changes.
Read more here: https://support.google.com/analytics/answer/3256366

 

What is a “secondary dimension” in Google Analytics?

• An additional widget you can add to a dashboard for more specific analysis.
• An additional dimension you can add to a report for more specific analysis.
• An additional metric you can add to a report for more specific analysis.
• A visualization that allows you to understand the impact of your data.

Correct answer is:

• An additional dimension you can add to a report for more specific analysis.

Explanation: Secondary dimension actually let you analyze the report more specifically.

 

To collect how many times users downloaded a product catalog, what would you set up?

• Custom Dimension
• Event Tracking
• Calculated Metrics
• Custom Report

Correct answer is:

• Event Tracking

Explanation: Events are user interactions with content that can be tracked independently from a web page or a screen load. Downloads, mobile ad clicks, gadgets, Flash elements, AJAX embedded elements, and video plays are all examples of actions you might want to track as Events.

Read more here: https://support.google.com/analytics/answer/1033068

 

Auto-tagging is used to collect data from which kinds of traffic?

• Search engine traffic other than Google
• Social media traffic
• AdWords Campaign traffic
• Website referral traffic

Correct answer is:

• AdWords Campaign traffic

Explanation: Auto-tagging is the recommended approach and ensures that you get the most detailed AdWords data.
Read more here: https://support.google.com/analytics/answer/1033981

 

Which of these is a scope for Custom Metrics?

• User
• Session
• Hit
• Event

Correct answer is:

• Hit

Explanation: Similar to custom dimensions, custom metrics can have different scopes. Hit-level custom metrics get associated with all the hit level dimensions with which it was sent. Similarly, product-level custom metrics are associated only with the product with which it was sent. The following examples illustrate these two types of custom metrics.

Read more here: https://support.google.com/analytics/answer/2709828#scope

 

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

• Every time a user loads a webpage with embedded tracking code
• Every time a user adds an item to an online shopping cart
• Every time a user clicks a video on a website
• Every time a user searches on a website

Correct answer is:

• Every time a user loads a webpage with embedded tracking code

Explanation: A pageview is defined as a view of a page on your site that is being tracked by the Analytics tracking code. If a user clicks reload after reaching the page, this is counted as an additional pageview. If a user navigates to a different page and then returns to the original page, a second pageview is recorded as well.
Read more here: https://support.google.com/analytics/answer/1257084#pageviews_vs_unique_views

 

You may apply a new Custom Channel Group retroactively to organize data that has been previously collected.

• True
• False

Correct answer is:

• True

Explanation: When you create a Custom Channel Grouping at the user level or create a new Channel Grouping in a view, you:

Can immediately select it in reports.
Can apply it retroactively and see historical data classified by your new channel definitions.
Change how reports display your data, without changing the data itself.
Read more here: https://support.google.com/analytics/answer/6010097

 

Smart Goals are created automatically by Google’s machine-learning algorithms

• True
• False

Correct answer is:

• True

Explanation: Smart Goals are configured at the view level. Smart Goals uses machine learning to examine dozens of signals about your website sessions to determine which of those are most likely to result in a conversion.
Read more here: https://support.google.com/analytics/answer/6153083

In Multi-Channel Funnel Reports, conversions and ecommerce transactions are attributed to the last campaign, search, or ad that referred the user.

• True
• False

Correct answer is:

• False

Explanation: In the Multi-Channel Funnel Reports, all the channels are credited according to the roles they play in conversions—how often they assisted and/or completed sales and conversions.

Read more here: https://support.google.com/analytics/answer/1191180

 

How does Google Analytics credit a channel that contributes to a conversion prior to a transaction?

• Assisted conversion
• Primary conversion
• Last-click attribution
• Second-to-last-click attribution

Correct answer is:

• Assisted conversion

Explanation: Assist interaction is any interaction that is on the conversion path but is not the last interaction. If a channel appears anywhere—except as the final interaction—on a conversion path, it is considered an assist for that conversion. The higher these numbers, the more important the assist role of the channel.
Read more here: https://support.google.com/analytics/answer/1191204

 

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

• Every time a user adds an event to their calendar
• Every time a user makes a reservation
• Every time a user performs an action with event tracking implemented
• Every time a user performs an action with pageview tracking implemented

Correct answer is:

• Every time a user performs an action with event tracking implemented

Explanation: Analytics tracking code send an event hit to Google Analytics whenever a user performs an action with event tracking implemented.

 

Which report helps identify which browsers may have had problems with your website?

• The Active Users report
• The Browser & OS report
• The Source/Medium report
• The New vs Returning report

Correct answer is:

• The Browser & OS report

Explanation: If conversion rates are lower than average for particular browsers or platforms, browse the site with those browsers and platforms. Pay particularly close attention to landing pages, checkout forms and any pages that users must navigate in order to convert. Correct any usability issues you find with these pages.

Read more here: https://support.google.com/analytics/answer/2659291

 

Which of these can join offline business systems data with online data collected by Google Analytics?

• AdWords Linking
• Data import
• User ID
• Goal tracking

Correct answer is:

• Data import

Explanation: Data Import lets you join the data generated by your offline business systems with the online data collected by Analytics. This can help you organize, analyze and act upon this unified data view in ways that are better aligned with your specific and unique business needs. For example, as a web publisher, you could join hits collected by Analytics with data dimensions exported from your CMS and CRM systems to analyze the relative contributions of authors to your site.
Read more here: https://support.google.com/analytics/answer/3191589

 

What scope would you apply for a Custom Dimension that collects data for users who log in to your website?

• User
• Hit
• Session
• Product

Correct answer is:

• User

Explanation: User-level scope allows you to conveniently group all of a user’s component sessions and hits by a single value. It is ideal for values that don’t change often for a particular use.

Read more here: https://support.google.com/analytics/answer/2709828#example-user

 

What is required for User ID to track users across different devices?

• Google Tag Manager
• Sign-in that generates and sets unique IDs
• A new Analytics account for reporting
• All of the above

Correct answer is:

• Sign-in that generates and sets unique IDs

Explanation: The User ID enables the association of one or more sessions (and any activity within those sessions) with a unique and persistent ID that you send to Analytics. To implement the User ID, you must be able to generate your own unique IDs, consistently assign IDs to users, and include these IDs wherever you send data to Analytics. For example, you could send the unique IDs generated by your own authentication system to Analytics as values for the User ID. Any engagement, like link clicks and page or screen navigation, that happen while a unique ID is assigned can be sent and connected in Analytics via the User ID.

Read more here: https://support.google.com/analytics/answer/3123662

 

What is required for User ID to track users across different devices?

• Google Tag Manager
• Sign-in that generates and sets unique IDs
• A new Analytics account for reporting
• All of the above

Correct answer is:

• Sign-in that generates and sets unique IDs

Explanation: The User ID enables the association of one or more sessions (and any activity within those sessions) with a unique and persistent ID that you send to Analytics. To implement the User ID, you must be able to generate your own unique IDs, consistently assign IDs to users, and include these IDs wherever you send data to Analytics. For example, you could send the unique IDs generated by your own authentication system to Analytics as values for the User ID. Any engagement, like link clicks and page or screen navigation, that happen while a unique ID is assigned can be sent and connected in Analytics via the User ID.

Read more here: https://support.google.com/analytics/answer/3123662

 

By default, which of these is NOT considered a “medium” in Google Analytics?

• Google
• Organic
• Referral
• CPC

Correct answer is:

• Google

Explanation: There are only 3 default medium in Google Analytics i.e Organic, Referral and None.
Google Analytics detects three mediums without any customization.The first default medium is “organic.” It represents traffic that comes from organic, or unpaid, search results.

Another default medium is “referral.” Any traffic that comes to your site from another website that’s not a search engine will show up in your reports as a “referral.”
The final default medium is “(none).” This medium is applied only for users that come directly to your site by either typing your URL into a browser or clicking on a bookmark. In your reports, you will see these users have a source of “direct” and a medium of “(none).”

You can read more here: https://analyticsacademy.withgoogle.com/course01/assets/pdf/DigitalAnalyticsFundamentals-Lesson4.5CollectingcampaigndataText.pdf

 

Which reports can show you how website referrals, organic search, and ad campaigns assisted in the conversion process?

Ecommerce reports
Goals reports
Acquisition reports
Multi-Channel Funnel reports

Correct answer is:

Multi-Channel Funnel reports

Explanation: By default, the channel labels that you see in Multi-Channel Funnels reports (Paid Search, Organic Search, Social Network, etc.) are defined as part of the MCF Channel Grouping. If you have specific analysis requirements, you may wish to create your own Custom Channel Grouping(s), each with its own set of labels. When you share a Custom Channel Grouping, only the configuration information is shared. Your data remains private. The following channel labels are defined as part of the MCF Channel Grouping and are the labels used by default in your reports. The channel definitions are not case sensitive.

Read more here: https://support.google.com/analytics/answer/1250116?hl=en

https://support.google.com/analytics/answer/1191184?hl=en

 

What feature would you set up to collect company-specific data such as Member Status?

• Event Tracking
• Custom Filter
• Custom Dimension
• Custom Metric

Correct answer is:

• Custom Dimension

Explanation: In many cases, you’ll have the option to use events, screen views, and/or a custom metric to track your most important metrics. However, custom metrics can produce more flexible and more readable custom reports and as such are a convenient way to track your most important metrics
Read more here: https://support.google.com/analytics/answer/2709828

 

Metrics cannot be paired with dimensions of the same scope.

True
False

Correct answer is:

False

Explanation: Dimensions are attributes of your data. For example, the dimension City indicates the city, for example, “Paris” or “New York”, from which a session originates. The dimension Page indicates the URL of a page that is viewed.

Metrics are quantitative measurements. The metric Sessions is the total number of sessions. The metric Pages/Session is the average number of pages viewed per session.

Not every metric can be combined with every dimension. Each dimension and metric has a scope: user-level, session-level, or hit-level. In most cases, it only makes sense to combine dimensions and metrics that share the same scope.

Read more here: https://support.google.com/analytics/answer/1033861

 

By default, Google Analytics can only collect behavioral data from web-connected systems.

• True
• False

Correct answer is:

• True

Explanation: Google Analytics helps you capture and understand user behavior in most kinds of applications, including mobile apps (iOS and Android), web and SaaS applications, and IOT (internet of things) devices.
Read more here: https://support.google.com/analytics/answer/7126596

 

Which reports show websites that send traffic to your pages?

• Behavior
• Demographics
• All Traffic
• Geo

Correct answer is:

• All Traffic

Explanation: All the websites that send traffic to your website come under “Referrals” in Google Analytics. You can reach to “Referrals” through “All Traffic” under “Acquisition” tab

 

Which of these is NOT a benefit of Remarketing in Google Analytics?

• Show customized ads to customers who have previously visited your site
• Allow customers to reorder an item they have previously purchased
• Create remarketing lists based on custom segments and targets
• Create remarketing lists without making changes to your existing Analytics snippet

Correct answer is:

• Allow customers to reorder an item they have previously purchased

Explanation: A remarketing audience is a list of cookies or mobile-advertising IDs that represents a group of users you want to re-engage because of their likelihood to convert. You create remarketing audiences based on user behavior on your site or app, and then use those audiences as the basis for remarketing campaigns.

Read more here: https://support.google.com/analytics/answer/2611268

 

Which of these does Google Analytics use to distinguish new and returning users?

• Facial recognition technology
• Artificial intelligence
• A randomly-assigned unique identifier and browser cookie
• A sequentially-assigned unique identifier and browser cookie

Correct answer is:

• A randomly-assigned unique identifier and browser cookie

 

Which of these criteria CANNOT be used to create a Custom Segment?

• Dimensions
• Metrics
• Ad type
• Sequences of user actions

Correct answer is:

• Ad type

 

Once you have deleted a view, you have a limited number of days to restore that view.

• True
• False

Correct answer is:

• True

Explanation: A view is permanently deleted 35 days after being moved to the Trash Can. Once deleted, the view is gone, and we are not be able to retrieve any historical data or reinstate the reports. This includes any setting and configuration preferences, like Goals and user permissions, but does not include data saved at the property or account level.

Read more here: https://support.google.com/analytics/answer/1009621

 

Which filter would you apply if you only wanted to include data from a campaign titled “Back to School” in Campaign reports?

• Custom Include filter with field “Campaign Name” and pattern “back to school”
• Custom Search and Replace filter with field “Campaign Name”, string “back to school”, and pattern “include”
• Predefined Include filter with “traffic to the hostname” “that are equal to” “back to school”
• Custom Include filter with field “Page Title” and pattern “back to school”

Correct answer is:

• Custom Include filter with field “Campaign Name” and pattern “back to school”

Explanation: Include Filters are applied with the reverse logic. When you apply an Include Filter, the hit is thrown away if the pattern does not match the data. If you apply multiple Include Filters, the hit must match every applied Include Filter in order to save the hit.
Read more here: https://support.google.com/analytics/answer/1034832

 

Which report indicates the pages of your website where users first arrived?

• Location report
• All Pages report
• Landing Pages report
• Pages report

Correct answer is:

• Landing Pages report

Explanation: The pages through which visitors entered your site are called landing pages.

 

Which report helps you understand which kinds of mobile devices were used to visit your website?

• Technology > Network report
• All traffic > Source/Medium report
• Site Content > Landing Page report
• Mobile > Devices report

Correct answer is:

• Mobile > Devices report

Explanation: With this (Mobile > Devices report) report, you can find out how many users you acquired on one type of device convert on that same type of device, how many convert on a different type of device, and how many don’t convert at all.
Read more here: https://support.google.com/analytics/answer/3123672

Which of these represents the hierarchical structure of a Google Analytics account?

• Account > View > Property
• View > Account > Property
• Account > Property > View
• Property > Account > View

Correct answer is:

• Account > Property > View

Read more here: https://support.google.com/analytics/answer/1009618

To recognize users across different devices, what feature must you enable?

• Attribution Models
• User ID
• Audience Definitions
• AdWords Linking

Correct answer is:

• User ID

Explanation: The User ID lets you associate engagement data from multiple devices and different sessions with unique IDs.
Read more here: https://support.google.com/analytics/answer/3123662

 

Which of these is NOT a benefit of using segments in your data analysis?

• You can isolate and analyze specific conversion paths using conversion segments
• You can compare behavior metrics for groups of users like Converters vs non Converters
• You can permanently modify the data in your view
• You can analyze users by single or multi-session conditions

Correct answer is:

• You can permanently modify the data in your view

Explanation: A segment is a subset of your Analytics data. Segments let you isolate and analyze those subsets of data so you can examine and respond to the component trends in your business. You can also use segments as the basis for audiences. A segment is made up of one or more non-destructive filters (filters that do not alter the underlying data). Those filters isolate subsets of users, sessions, and hit.

Read more here: https://support.google.com/analytics/answer/3123951

Which report can compare metrics based on user acquisition date over a series of weeks?

• Users Flow report
• Active Users report
• Cohort Analysis report
• User Explorer report

Correct answer is:

• Cohort Analysis report

Explanation: Cohort analysis helps you understand the behavior of component groups of users apart from your user population as a whole. Examples of how you can use cohort analysis include to see how the behavior and performance of individual.

Read more here: https://support.google.com/analytics/answer/6158745

 

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

• Active Users report
• Users Flow report
• Cohort Analysis report
• User Explorer report

Correct answer is:

• Active Users report

Explanation: The metrics in the Active Users Report are relative to the last day in the date range you are using for the report.

Read more here: https://support.google.com/analytics/answer/6171863

 

If you define a Destination Goal for a newsletter sign-up, and a user completes the newsletter sign-up three times in three separate sessions, how many Goal conversions will Google Analytics count?

• 0
• 1
• 2
• 3

Correct answer is:

• 3

Explanation: Goals are configured at the view level. Goals can be applied to specific pages or screens your users visit, how many pages/screens they view in a session, how long they stay on your site or app, and the events they trigger while they are there.

Read more here: https://support.google.com/analytics/answer/1012040

 

What will happen if you install the same default tracking code on pages with different domains?

• Analytics will associate these users and sessions with their respective domains
• Analytics will associate these users and sessions with a single domain
• Analytics will alert you about duplicate data collection
• Analytics will not associate these users and sessions with any domain

Correct answer is:

• Analytics will associate these users and sessions with their respective domains

Read more here: https://support.google.com/analytics/answer/6205202?hl=en

Read more here: https://support.google.com/analytics/answer/7030884?hl=en

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

• Analytics will not be able to associate user behavior data with past data collected
• Analytics will set a new unique ID the next time a browser loads a tracked page
• Analytics will set a new browser cookie the next time a browser loads a tracked page
• All of the above

Correct answer is:

• All of the above

In Multi-Channel Funnel Reports, which channel could NOT be credited with a conversion?

• Television commercials
• Paid and organic search
• Website referrals
• Social network

Correct answer is:

• Television commercials

If the Google Merchandise Store sets up a URL goal of “/ordercomplete” and a Match Type of “Begins with”, which of the following pages on http://www.googlemerchandisestore.com will NOT count as a goal?

• /ordercomplete/index.html
• /ordercomplete.php
• /ordercomplete/thank_you.html
• /order/complete.php

Correct answer is:

• /order/complete.php

 

What is the set of rules that determines how sales and conversions get attributed based on touch-points in the conversion path?

• Channel Groupings
• Multi-Channel Funnels
• Conversion tracking
• Attribution modeling

Correct answer is:

• Attribution modeling

Explanation: An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.
Read more here: https://support.google.com/analytics/answer/1662518?hl=en
By default, which of these are NOT Remarketing audiences that you can define?

• Users who speak a particular language
• Users who visited a specific page on your website
• Users who visited your physical store
• Users who played a video on your website

Correct answer is:

• Users who visited your physical store

Segments are applied before sampling in reports.

• True
• False

Correct answer is:

• False

Explanation: Analytics applies segments after it samples the property-level data, and after it applies filters, which can also reduce the number of sessions included in a sample.
https://support.google.com/analytics/answer/2637192?hl=en

 

What four types of Goals are available in Google Analytics?

• Destination, Event, Duration, Pages/Screens per Session
• Destination, Event, Pageview, Social
• Location, Event, Time, Users per Session
• Pageview, Event, Transaction, Social

Correct answer is:

• Destination, Event, Duration, Pages/Screens per Session

https://support.google.com/analytics/answer/1012040?hl=en

 

Which report shows a visual representation of user interactions on your website?

• Behavior Flow report
• Content Drilldown report
• Landing Pages report
• Treemaps report

correct answer is:

• Behavior Flow report

Explanation: The Behavior Flow report visualizes the path users traveled from one page or Event to the next. This report can help you discover what content keeps users engaged with your site.

Read more here: https://support.google.com/analytics/answer/2785577?hl=en

Google Analytics filters are applied in the order in which they are set in your view.

• True
• False

Correct answer is:

• True

Explanation: By default, view filters are applied to the data in the order in which the filters were added. So, if there are existing filters for a view, your new filter is applied after them.
Read more here: https://support.google.com/analytics/answer/1034823

If you want to track users and sessions across multiple domains, what must you set up?

• AdWords Linking
• Data Import
• Ad Exchange Linking
• Cross-domain tracking

Correct answer is:

• Cross-domain tracking

Explanation: When you set up cross domain tracking, you can collect data from multiple websites into a single account property. This lets you see data from different sites in the same reporting view.
Read more here: —https://support.google.com/analytics/answer/1034148

Which of these can you NOT share using The Solutions Gallery?

• Custom reports
• Segments
• Custom Dimensions
• Goals

Correct answer is:

• Custom Dimensions

Explanation: You can share Dashboards, Custom Reports, Segments, Goals, and Custom Attribution Models in the Solutions Gallery. Only configuration data is shared through the Solutions Gallery. When you create and share an asset, your personal information and Analytics data stays private in your account. And when you import an asset from the Solutions Gallery, only the template is imported into your account.

Read more here: https://support.google.com/analytics/answer/3314024?hl=en

Which of the following statements about segments is incorrect?

• Segments are filters that permanently alter your data
• You can use segments to build custom Remarketing lists
• Segments are either subsets of sessions or subsets of users
• Segments let you isolate and analyze your data

Correct answer is:

• Segments are filters that permanently alter your data

 

Which of these user characteristics CANNOT be used to create a Custom Segment?

• Users that viewed a page on your website and then watched a video
• Users who have children
• Users 25 to 34 years of age who have their browser set to Spanish
• Users that engaged in your social media or email campaigns

Correct answer is:

• Users who have children

Which report shows the percentage of traffic that has visited your site before?

• Behavior > New vs returning report
• Behavior > Frequency and Recency report
• All traffic > Referrals report
• Interests > Affinity categories report

Correct answer is:

• Behavior > New vs returning report

 

Which of these could NOT be tracked using Goals in Google Analytics?

• Watching a video
• Making a purchase
• Customer’s lifetime value
• Signing up for a newsletter

Correct answer is:

• Customer’s lifetime value

Explanation: The Lifetime Value report lets you understand how valuable different users are to your business based on lifetime performance. This is not just a number but a complete metrics. That’s why it could not be tracked in Goal.

Read more here: https://support.google.com/analytics/answer/6182550

You can only apply a Custom Dimension to data that was collected after you created the dimension.

• True
• False

Correct answer is:

• False

 

Which data table display compares report metrics to the website average?

• Pivot
• Comparison
• Percentage
• Performance

Correct answer is:

• Comparison

Explanation: Comparison displays a bar chart plotting the performance of the selected metrics relative to the site average.
Read more here: https://support.google.com/analytics/answer/2604608?hl=en#data_table_view
If a user watches a video with event tracking three times in a single session, Analytics will count how many Unique Events?

• 0
• 1
• 2
• 3

Correct answer is:

• 1

 

If a user visits the home page of a website with a video embedded and leaves without clicking on anything, Google Analytics will count this session as a bounce.

• True
• False

Correct answer is:

• True

Explanation: The term “Non-interaction” applies to the final, and optional, boolean parameter that can be passed to the method that sends the Event hit. This parameter allows you to determine how you want bounce rate defined for pages on your site that also include event tracking. For example, suppose you have a home page with a video embedded on it. It’s quite natural that you will want to know the bounce rate for your home page, but how do you want to define that? Do you consider visitor interaction with the home page video an important engagement signal? If so, you would want interaction with the video to be included in the bounce rate calculation, so that sessions including only your home page with clicks on the video are not calculated as bounces.

Read more here: https://support.google.com/analytics/answer/1033068
Which of these can be imported to define a remarketing audience?

• Custom Metric
• Custom Report
• Custom Dimension
• Custom Segment

Correct answer is:

• Custom Segment

If a filter excludes data from a view, that data can never be recovered for that view.

• True
• False

correct answer is:

• True

Explanation: Google recommend that you don’t delete or add filters to your original view. When you delete a view, that particular historical perspective of the data is gone. When you add filters to a view, the data you exclude is unavailable. To preserve all your original data and also control the specific perspectives of that data, create a copy of your original view or set up additional views and customize each one to meet your reporting goals.

Read more here: https://support.google.com/analytics/answer/2649553

 

Which campaign parameter is NOT standard in Google Analytics?

• utm_content
• utm_source
• utm_adgroup
• utm_campaign

Correct answer is

• utm_adgroup

 

Which of these would prevent data from appearing in a Custom Report?

• You’ve applied too many metrics to the Custom Report
• You haven’t shared that Custom report with users in the same view
• You’ve applied a filter that filters out all of your data
• You’ve applied too many dimensions to the Custom Report

Correct answer is:

• You haven’t shared that Custom report with users in the same view

 

Which view filter(s) would you apply if you wanted to include only users from Brazil or Argentina?

• Filter 1: include Brazil > Filter 2: include Argentina
• Filter 1: exclude Peru or Bolivia
• Filter 1: include Brazil or Argentina
• Filter 1: include Argentina > Filter 2: include Brazil

Correct answer is:

• Filter 1: include Brazil or Argentina

What is a “metric” in Google Analytics?

• A dimension that can help you analyze site performance.
• The numbers in a data set often paired with dimensions.
• The dates in your date range.
• A segment of data separated out in a report for comparison.

Correct answer is:

• The numbers in a data set often paired with dimensions.

Explanation: Metrics are quantitative measurements. The metric Sessions is the total number of sessions. The metric Pages/Session is the average number of pages viewed per session.

Read more here: https://support.google.com/analytics/answer/1033861
By default, when does an Analytics session expire?

• At noon every day
• When a user is inactive on your website for more than 30 minutes
• When a user opens another browser window
• After 30 minutes, regardless of user activity on your website

Correct answer is:

• When a user is inactive on your website for more than 30 minutes

Explanation: Sessions and campaigns end after a specific amount of time passes. By default, sessions end after 30 minutes of inactivity and campaigns end after six months. You can change the settings so sessions and campaigns end after the specified amount of time has passed.

Read more here: https://support.google.com/analytics/answer/2795871
What are the four scope levels available for dimensions and metrics in Google Analytics?

• Hit-level, session-level, product-level, or user-level scope
• Location-level, duration-level, product-level, or user-level scope
• Event-level, session-level, transaction-level, or user-level scope
• Event-level, duration-level, transaction-level, or user-level scope

Correct answer is:

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

Explanation: Scope determines which hits will be associated with a particular custom dimension value. There are four levels of scope: product, hit, session, and user:

Product – value is applied to the product for which it has been set (Enhanced Ecommerce only).
Hit – value is applied to the single hit for which it has been set.
Session – value is applied to all hits in a single session.
User – value is applied to all hits in current and future sessions, until value changes or custom dimension is made inactive.
Read more here: https://support.google.com/analytics/answer/2709828#scope

 

By default, which of these is NOT considered a “source” in Google Analytics?

• Email
• Google
• (direct)
• com

Correct answer is:

• Email

Explanation: Email comes under “Medium”.

 

By default, when will Google Analytics NOT be able to identify sessions from the same user?

• When the sessions happen in the same browser on the same device
• When the sessions happen in the same browser on the same day
• When the sessions share the same browser cookie
• When the sessions happen in different browsers on the same device
  Correct answer is:
• When the sessions happen in different browsers on the same device

 

What type of data does Google Analytics prohibit you from collecting?

• Personally identifable information
• Product SKU(s)
• Billing city
• Purchase amount

Correct answer is:

• Personally identifable information

Explanation: The Google Analytics terms of service, which all Google Analytics customers must adhere to, prohibit sending personally identifiable information (PII) to Google Analytics. PII includes any data that can be used by Google to reasonably identify an individual, including (but not limited to) names, email addresses, or billing information.
Read more here: https://support.google.com/analytics/answer/6004245

 

Views can include website data from before the view was created.

• True
• False

Correct answer is:

• False

Explanation: A reporting view is the level in an Analytics account where you can access reports and analysis tools. Analytics automatically creates one unfiltered view for every property in your account, but you can set up multiple views on a single property. Any data you send to an Analytics property automatically appears in all views associated with that property.
Read more here: https://support.google.com/analytics/answer/2649553

Sharing a Custom Report will share the data in that report.

• True
• False

Correct answer is:

• False

Explanation: When you share a Custom Report, only the configuration information is shared. Your data remains private.

You can read more here: https://support.google.com/analytics/answer/1326774?hl=en

Assigning a value to a Google Analytics Goal allows you to do which of the following?

• Track actual revenue from your conversions
• Analyze the conversion funnel on your website.
• Track real-time revenue for your business
• Compare goal conversions and measure changes and improvements to your site

Correct answer is:

• Compare goal conversions and measure changes and improvements to your site

Explanation: Assigning a monetary value to a goal gives you a way to compare conversions and measure changes and improvements to your site or app. All goal types except Smart Goals let you assign a value during the setup process. There are special considerations when setting up an Event goal or a goal that involves Ecommerce Tracking.
Read more here: https://support.google.com/analytics/answer/1032415?hl=en

 

What would you set up to collect how many comments users posted to a webpage on your site?

• Custom Dimension
• Calculated Metric
• Custom Channel Groupings
• Custom Metric

Correct answer is:

• Custom Metric

 

Explanation: custom metrics can produce more flexible and more readable custom reports and as such are a convenient way to track your most important metrics.
Read more here: https://support.google.com/analytics/answer/2709828?hl=en#example-metrics

Which type of Custom Report shows a static sortable table with rows of data?

• Flat Table
• Map Overlay
• Pivot Table
• Explorer

Correct answer is:

• Flat Table

Explanation:

Explorer: The standard Analytics report. Includes a line graph and a data table that includes dynamic elements like a search/sort option and secondary dimensions.
Flat Table: A static, sortable table that displays data in rows.
Map Overlay: A map of the world. Different regions and countries display in darker colors to indicate traffic and engagement volume.
Read more here: https://support.google.com/analytics/answer/1151300

Which report shows which pages on your site get the most traffic and highest engagement?

• Active Users report
• All Pages report
• Frequency and Recency report
• Engagement report
  Correct answer is:
• All Pages report

To send data from a web-connected device like a point-of-sale system to Google Analytics, what would you use?

• Data Import
• The Measurement Protocol
• Browser cookies
• The Networking Protocol

Correct answer is:

• The Measurement Protocol

Explanation: The Measurement Protocol lets you send data to Analytics from any internet-connected device. It’s particularly useful when you want to send data to Analytics from a kiosk, a point of sale system, or anything that is not a website or mobile app
Read more here: https://support.google.com/analytics/answer/6086079

 

Which of these is NOT possible when you link your AdWords account to Google Analytics?

• Adjust keyword bids inside Google Analytics
• View AdWords click and cost data alongside your site engagement data in Google Analytics
• Create remarketing lists in Analytics to use in AdWords campaigns
• Import Analytics goals and transactions into AdWords as conversions

Correct answer is:

• Adjust keyword bids inside Google Analytics

Explanation: Linking your AdWords account to your Analytics property lets you see the full customer cycle, from how they interact with your marketing (e.g., seeing ad impressions, clicking ads) to how they finally complete the goals you’ve set for them on your site (e.g., making purchases, consuming content).
Read more here: https://support.google.com/analytics/answer/1033961

Which report would you use to determine where users start or exit the conversion funnel?

• Cohort Analysis report
• Goal Flow report
• User Timings report
• Treemaps report

Correct answer is:

• Goal Flow report

Explanation: You can use this report to see alternative entrance points for your goal. Move the Connections slider to the right to expose more pathways, and you can see things like how much direct traffic there was to your goal (bypassing the funnel steps), and whether organic search was taking users to promotional content or straight to your goal.
Read more here: https://support.google.com/analytics/answer/1686005

Which kinds of hits does Google Analytics track?

• Page-tracking hit
• Event-tracking hit
• Ecommerce-tracking hit
• All of the above

Correct answer is:

• All of the above

Explanation: An interaction that results in data being sent to Analytics. Common hit types include page tracking hits, event tracking hits, and ecommerce hits.
Each time the tracking code is triggered by a user’s behavior (for example, user loads a page on a website or a screen in a mobile app), Analytics records that activity. Each interaction is packaged into a hit and sent to Google’s servers.
Read more here: https://support.google.com/analytics/answer/6086082

Which report indicates the last page users viewed before leaving your website?

• Exit Pages report
• Pages report
• All Pages report
• Landing Pages report

Correct answer is:

• Exit Pages report

Explanation: The “Exit Pages” report under “Site Content” shows the pages where users left your site. Because you don’t want users exiting from important pages like a shopping cart checkout, it’s a good idea to periodically review this report to minimize unwanted exits.
Read more here: https://support.google.com/analytics/answer/6382988

Which report helps you determine the percent of your site traffic that has visited previously?

• Sales Performance report
• Frequency & Recency report
• Referrals report
• New vs Returning report

Correct answer is:

• New vs Returning report

Which of these channels is NOT included in the default Channels report?

• Direct
• Display
• Device
• Organic Search

Correct answer is:

• Device

Explanation: The default system channel definitions reflect Analytics’ current view of what constitutes each channel in the Default Channel Grouping.
Default channels are Direct, Organic Search, Social, Email, Affiliates, Referral, Paid Search, Other Advertising and Display.
Read more here: https://support.google.com/analytics/answer/3297892

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

• True
• False

Correct answer is:

• False

How would you reduce the time it takes to compile reports in Google Analytics?

• Remove any filters you have added to the view
• Choose “Faster response” in the sampling pulldown menu
• Choose “Greater precision” in the sampling pulldown menu
• Remove any Secondary Dimensions you have added to the report

Correct answer is:

• Choose “Faster response” in the sampling pulldown menu

Explanation: At the top of the report, below the date range selector, select Faster response, less precision or Slower response, greater precision. Your data automatically refreshes using the new setting. Your preference is saved across all of your reports, but resets after you close Analytics.
Read more here: https://support.google.com/analytics/answer/1733979

You cannot change the default session timeout duration in Google Analytics.

• True
• False

Correct answer is:

• False

Explanation: A session is a group of interactions that take place on your website within a given time frame. By default, a session lasts until there’s 30 minutes of inactivity, but you can adjust this length so a session lasts a few seconds or several hours. A session can be as short as a few seconds or as long as several hours. A single user can open multiple sessions.
Read more here: https://support.google.com/analytics/answer/2731565

 

Where in the HTML of your webpage should you place your Analytics tracking code?

• Just before the closing </body> tag of your website
• Just after the opening <body> tag of your website
• Just before the closing </head> tag of your website
• Just after the opening <head> tag of your website

Correct answer is:

• Just before the closing </head> tag of your website

Explanation: You just need to paste the entire snippet into the HTML on your web pages, just before the closing </head>tag.
Read more here: https://support.google.com/analytics/answer/1008080

Which report demonstrates how well specific parts of your website performed?

• Frequency and Recency report
  Content Drilldown report
  Top Events report
  Location report

Correct answer is:

• Content Drilldown report

 

What four parameters can you include with an event hit for reporting?

• Category, Action, Label, Unique Events
• Category, Action, Label, Total Events
• Category, Action, Label, Value
• Event, Category, Action, Label

Correct answer is:

• Category, Action, Label, Value

Explanation: Events are user interactions with content that can be tracked independently from a web page or a screen load.An Event has the following components. An Event hit includes a value for each component, and these values are displayed in your reports.

Category
Action
Label (optional, but recommended)
Value (optional)
Read more here: https://support.google.com/analytics/answer/1033068

What is the “Bounce Rate” in Google Analytics?

• The number of times unique users returned to your website in a given time period
• The percentage of visits when a user landed on your website and exited without any interactions
• The percentage of total site exits
• The percentage of sessions in which a user exits from your homepage

Correct answer is:

• The percentage of visits when a user landed on your website and exited without any interactions

Explanation: A bounce is a single-page session on your site. In Analytics, a bounce is calculated specifically as a session that triggers only a single request to the Analytics server, such as when a user opens a single page on your site and then exits without triggering any other requests to the Analytics server during that session.
Read more here: https://support.google.com/analytics/answer/1009409

 

Which reports require you to activate Advertising Features?

• Cohort Analysis reports
• Real-time reports
• Geo reports
• Demographics and Interests reports

Correct answer is:

• Demographics and Interests reports

Explanation: To make the Demographics and Interests data available in Analytics, you need to update Analytics to support Advertising Reporting Features and enable the Demographics and Interests reports. When you enable Advertising Reporting Features, you allow Analytics to collect additional information from the DoubleClick cookie (web activity) and from Device Advertising IDs (app activity).

Read more here: https://support.google.com/analytics/answer/2819948

Once Google Analytics has processed the data it collects, you can still recover any data that was filtered out.

• True
• False

Correct answer is:

• False

Explanation: some Analytics features fundamentally alter how data is collected or processed in your account in ways that cannot be reversed, you should duplicate the original view before making changes.
Read more here: https://support.google.com/analytics/answer/3256366

What is a “secondary dimension” in Google Analytics?

• An additional widget you can add to a dashboard for more specific analysis.
• An additional dimension you can add to a report for more specific analysis.
• An additional metric you can add to a report for more specific analysis.
• A visualization that allows you to understand the impact of your data.

Correct answer is:

• An additional dimension you can add to a report for more specific analysis.

Explanation: Secondary dimension actually let you analyze the report more specifically.

 

To collect how many times users downloaded a product catalog, what would you set up?

• Custom Dimension
• Event Tracking
• Calculated Metrics
• Custom Report

Correct answer is:

• Event Tracking

Explanation: Events are user interactions with content that can be tracked independently from a web page or a screen load. Downloads, mobile ad clicks, gadgets, Flash elements, AJAX embedded elements, and video plays are all examples of actions you might want to track as Events.

Read more here: https://support.google.com/analytics/answer/1033068

Auto-tagging is used to collect data from which kinds of traffic?

• Search engine traffic other than Google
• Social media traffic
• AdWords Campaign traffic
• Website referral traffic

Correct answer is:

• AdWords Campaign traffic

Explanation: Auto-tagging is the recommended approach and ensures that you get the most detailed AdWords data.
Read more here: https://support.google.com/analytics/answer/1033981

 

Which of these is a scope for Custom Metrics?

• User
• Session
• Hit
• Event

Correct answer is:

• Hit

Explanation: Similar to custom dimensions, custom metrics can have different scopes. Hit-level custom metrics get associated with all the hit level dimensions with which it was sent. Similarly, product-level custom metrics are associated only with the product with which it was sent. The following examples illustrate these two types of custom metrics.

Read more here: https://support.google.com/analytics/answer/2709828#scope

 

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

• Every time a user loads a webpage with embedded tracking code
• Every time a user adds an item to an online shopping cart
• Every time a user clicks a video on a website
• Every time a user searches on a website

Correct answer is:

• Every time a user loads a webpage with embedded tracking code

Explanation: A pageview is defined as a view of a page on your site that is being tracked by the Analytics tracking code. If a user clicks reload after reaching the page, this is counted as an additional pageview. If a user navigates to a different page and then returns to the original page, a second pageview is recorded as well.
Read more here: https://support.google.com/analytics/answer/1257084#pageviews_vs_unique_views

 

You may apply a new Custom Channel Group retroactively to organize data that has been previously collected.

• True
• False

Correct answer is:

• True

Explanation: When you create a Custom Channel Grouping at the user level or create a new Channel Grouping in a view, you:

Can immediately select it in reports.
Can apply it retroactively and see historical data classified by your new channel definitions.
Change how reports display your data, without changing the data itself.
Read more here: https://support.google.com/analytics/answer/6010097

Smart Goals are created automatically by Google’s machine-learning algorithms

• True
• False

Correct answer is:

• True

Explanation: Smart Goals are configured at the view level. Smart Goals uses machine learning to examine dozens of signals about your website sessions to determine which of those are most likely to result in a conversion.
Read more here: https://support.google.com/analytics/answer/6153083

 

In Multi-Channel Funnel Reports, conversions and ecommerce transactions are attributed to the last campaign, search, or ad that referred the user.

• True
• False

Correct answer is:

• False

Explanation: In the Multi-Channel Funnel Reports, all the channels are credited according to the roles they play in conversions—how often they assisted and/or completed sales and conversions.

Read more here: https://support.google.com/analytics/answer/1191180

How does Google Analytics credit a channel that contributes to a conversion prior to a transaction?

• Assisted conversion
• Primary conversion
• Last-click attribution
• Second-to-last-click attribution

Correct answer is:

• Assisted conversion

Explanation: Assist interaction is any interaction that is on the conversion path but is not the last interaction. If a channel appears anywhere—except as the final interaction—on a conversion path, it is considered an assist for that conversion. The higher these numbers, the more important the assist role of the channel.
Read more here: https://support.google.com/analytics/answer/1191204

 

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

• Every time a user adds an event to their calendar
• Every time a user makes a reservation
• Every time a user performs an action with event tracking implemented
• Every time a user performs an action with pageview tracking implemented

Correct answer is:

• Every time a user performs an action with event tracking implemented

Explanation: Analytics tracking code send an event hit to Google Analytics whenever a user performs an action with event tracking implemented.

Which report helps identify which browsers may have had problems with your website?

• The Active Users report
• The Browser & OS report
• The Source/Medium report
• The New vs Returning report

Correct answer is:

• The Browser & OS report

Explanation: If conversion rates are lower than average for particular browsers or platforms, browse the site with those browsers and platforms. Pay particularly close attention to landing pages, checkout forms and any pages that users must navigate in order to convert. Correct any usability issues you find with these pages.

Read more here: https://support.google.com/analytics/answer/2659291

 

Which of these can join offline business systems data with online data collected by Google Analytics?

• AdWords Linking
• Data import
• User ID
• Goal tracking

Correct answer is:

• Data import

Explanation: Data Import lets you join the data generated by your offline business systems with the online data collected by Analytics. This can help you organize, analyze and act upon this unified data view in ways that are better aligned with your specific and unique business needs. For example, as a web publisher, you could join hits collected by Analytics with data dimensions exported from your CMS and CRM systems to analyze the relative contributions of authors to your site.

Read more here: https://support.google.com/analytics/answer/3191589

What scope would you apply for a Custom Dimension that collects data for users who log in to your website?

• User
• Hit
• Session
• Product

Correct answer is:

• User

Explanation: User-level scope allows you to conveniently group all of a user’s component sessions and hits by a single value. It is ideal for values that don’t change often for a particular use.

Read more here https://support.google.com/analytics/answer/2709828#example-user

What is required for User ID to track users across different devices?

• Google Tag Manager
• Sign-in that generates and sets unique IDs
• A new Analytics account for reporting
• All of the above

Correct answer is:

• Sign-in that generates and sets unique IDs

Explanation: The User ID enables the association of one or more sessions (and any activity within those sessions) with a unique and persistent ID that you send to Analytics. To implement the User ID, you must be able to generate your own unique IDs, consistently assign IDs to users, and include these IDs wherever you send data to Analytics. For example, you could send the unique IDs generated by your own authentication system to Analytics as values for the User ID. Any engagement, like link clicks and page or screen navigation, that happen while a unique ID is assigned can be sent and connected in Analytics via the User ID.

Read more here: https://support.google.com/analytics/answer/3123662

 

What is required for User ID to track users across different devices?

• Google Tag Manager
• Sign-in that generates and sets unique IDs
• A new Analytics account for reporting
• All of the above

Correct answer is:

Sign-in that generates and sets unique IDs

Explanation: The User ID enables the association of one or more sessions (and any activity within those sessions) with a unique and persistent ID that you send to Analytics. To implement the User ID, you must be able to generate your own unique IDs, consistently assign IDs to users, and include these IDs wherever you send data to Analytics. For example, you could send the unique IDs generated by your own authentication system to Analytics as values for the User ID. Any engagement, like link clicks and page or screen navigation, that happen while a unique ID is assigned can be sent and connected in Analytics via the User ID.

Read more here: https://support.google.com/analytics/answer/3123662

By default, which of these is NOT considered a “medium” in Google Analytics?

• Google
• Organic
• Referral
• CPC

Correct answer is:

• Google

Explanation: There are only 3 default medium in Google Analytics i.e Organic, Referral and None.
Google Analytics detects three mediums without any customization.

The first default medium is “organic.” It represents traffic that comes from organic, or unpaid, search results.
Another default medium is “referral.” Any traffic that comes to your site from another website that’s not a search engine will show up in your reports as a “referral.”
The final default medium is “(none).” This medium is applied only for users that come directly to your site by either typing your URL into a browser or clicking on a bookmark. In your reports, you will see these users have a source of “direct” and a medium of “(none).”
You can read more here: https://analyticsacademy.withgoogle.com/course01/assets/pdf/DigitalAnalyticsFundamentals-Lesson4.5CollectingcampaigndataText.pdf

 

Which reports can show you how website referrals, organic search, and ad campaigns assisted in the conversion process?

• Ecommerce reports
• Goals reports
• Acquisition reports
• Multi-Channel Funnel reports

Correct answer is:

• Multi-Channel Funnel reports

Explanation: By default, the channel labels that you see in Multi-Channel Funnels reports (Paid Search, Organic Search, Social Network, etc.) are defined as part of the MCF Channel Grouping. If you have specific analysis requirements, you may wish to create your own Custom Channel Grouping(s), each with its own set of labels. When you share a Custom Channel Grouping, only the configuration information is shared. Your data remains private. The following channel labels are defined as part of the MCF Channel Grouping and are the labels used by default in your reports. The channel definitions are not case sensitive.

Read more here: https://support.google.com/analytics/answer/1250116?hl=en

https://support.google.com/analytics/answer/1191184?hl=en

What feature would you set up to collect company-specific data such as Member Status?

• Event Tracking
• Custom Filter
• Custom Dimension
• Custom Metric

Correct answer is:

• Custom Dimension

Explanation: In many cases, you’ll have the option to use events, screen views, and/or a custom metric to track your most important metrics. However, custom metrics can produce more flexible and more readable custom reports and as such are a convenient way to track your most important metrics
Read more here: https://support.google.com/analytics/answer/2709828

 

Metrics cannot be paired with dimensions of the same scope.

• True
• False

Correct answer is:

• False

Explanation: Dimensions are attributes of your data. For example, the dimension City indicates the city, for example, “Paris” or “New York”, from which a session originates. The dimension Page indicates the URL of a page that is viewed.

Metrics are quantitative measurements. The metric Sessions is the total number of sessions. The metric Pages/Session is the average number of pages viewed per session.

Not every metric can be combined with every dimension. Each dimension and metric has a scope: user-level, session-level, or hit-level. In most cases, it only makes sense to combine dimensions and metrics that share the same scope.

Read more here: https://support.google.com/analytics/answer/1033861

By default, Google Analytics can only collect behavioral data from web-connected systems.

• True
• False

Correct answer is:

• True

Explanation: Google Analytics helps you capture and understand user behavior in most kinds of applications, including mobile apps (iOS and Android), web and SaaS applications, and IOT (internet of things) devices.
Read more here: https://support.google.com/analytics/answer/7126596

 

Which reports show websites that send traffic to your pages?

• Behavior
• Demographics
• All Traffic
• Geo

Correct answer is:

• All Traffic

Explanation: All the websites that send traffic to your website come under “Referrals” in Google Analytics. You can reach to “Referrals” through “All Traffic” under “Acquisition” tab

 

Which of these is NOT a benefit of Remarketing in Google Analytics?

• Show customized ads to customers who have previously visited your site
• Allow customers to reorder an item they have previously purchased
• Create remarketing lists based on custom segments and targets
• Create remarketing lists without making changes to your existing Analytics snippet

Correct answer is:

• Allow customers to reorder an item they have previously purchased

Explanation: A remarketing audience is a list of cookies or mobile-advertising IDs that represents a group of users you want to re-engage because of their likelihood to convert. You create remarketing audiences based on user behavior on your site or app, and then use those audiences as the basis for remarketing campaigns.

Read more here: https://support.google.com/analytics/answer/2611268

 

Which of these does Google Analytics use to distinguish new and returning users?

• Facial recognition technology
• Artificial intelligence
• A randomly-assigned unique identifier and browser cookie
• A sequentially-assigned unique identifier and browser cookie

Correct answer is:

• A randomly-assigned unique identifier and browser cookie

 

Which of these criteria CANNOT be used to create a Custom Segment?

• Dimensions
• Metrics
• Ad type
• Sequences of user actions

Correct answer is:

• Ad type

Once you have deleted a view, you have a limited number of days to restore that view.

• True
• False

Correct answer is:

• True

Explanation: A view is permanently deleted 35 days after being moved to the Trash Can. Once deleted, the view is gone, and we are not be able to retrieve any historical data or reinstate the reports. This includes any setting and configuration preferences, like Goals and user permissions, but does not include data saved at the property or account level.

Read more here: https://support.google.com/analytics/answer/1009621

 

Which filter would you apply if you only wanted to include data from a campaign titled “Back to School” in Campaign reports?

• Custom Include filter with field “Campaign Name” and pattern “back to school”
• Custom Search and Replace filter with field “Campaign Name”, string “back to school”, and pattern “include”
• Predefined Include filter with “traffic to the hostname” “that are equal to” “back to school”
• Custom Include filter with field “Page Title” and pattern “back to school”
  Correct answer is:
• Custom Include filter with field “Campaign Name” and pattern “back to school”

Explanation: Include Filters are applied with the reverse logic. When you apply an Include Filter, the hit is thrown away if the pattern does not match the data. If you apply multiple Include Filters, the hit must match every applied Include Filter in order to save the hit.
Read more here: https://support.google.com/analytics/answer/1034832

Which report indicates the pages of your website where users first arrived?

• Location report
• All Pages report
• Landing Pages report
• Pages report

Correct answer is:

• Landing Pages report

Explanation: The pages through which visitors entered your site are called landing pages.

 

Google Adwords Fundamentals Exam ; all answers (answer key)|Google Certification Exam

Why should you link your client’s AdWords account to Google’s Webmaster Tools?

• See how your ads performed when triggered by actual searches
• See how often your ads rank higher in search results than those of other advertisers
• See if people reach your client’s website via ads or organic search results
• See which campaigns have the biggest changes in clicks, costs, and conversions

Correct answer is:

• See if people reach your client’s website via ads or organic search results

Explanation: The new paid & organic report provides a holistic view of your text ad stats and organic listings at the query level, letting you analyze strengths and gaps in your overall search presence. This also gives you insight into how your paid text ads and organic search listings work together to connect your business with people searching on Google.
Read more here: https://support.google.com/adwords/answer/3097241?hl=en

 

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

• Broaden his keyword list for ads with the lowest clickthrough rate (CTR)
• Add new relevant keywords and remove keywords with low clickthrough rate (CTR)
• Increase bids for ads with the lowest average position and clickthrough rate (CTR)
• Increase bids on relevant keywords with low clicks and clickthrough rate (CTR)

Correct answer is:

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

Explanation:Filter your keywords by clickthrough rate (CTR) to see which keywords get you a lot of impressions, but few clicks. For example, you can filter keywords with a clickthrough rate that’s less than 1%, and then make changes to those keywords so they’re more relevant to your ads.

Read more here: https://support.google.com/adwords/answer/2453976

 

What does “converted clicks” measure?

• The total number of clicks within your chosen conversion window
• The total number of conversions divided by the total number of clicks
• The total number of clicks that led to a conversion
• The percentage of clicks that led to a conversion

Correct answer is:

• The total number of clicks that led to a conversion

Explanation: The “Converted clicks” column shows you the number of AdWords ad clicks resulting in one or more conversions within your chosen conversion window.

Read more here: https://support.google.com/adwords/answer/1722022?hl=en

 

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

• a user’s browser setting
• a user’s Google interface language setting
• the language of websites a user visits most often
• a user’s operating system language

Correct answer is:

• a user’s Google interface language setting

Explanation: Your ads can appear for customers who use Google products and third-party websites in the languages that your campaign targets. This helps ensure that your ads will appear on sites that are written in the language of the customers you’d like to reach.

Example:

Let’s say you sell coffee beans online, and you want to target Spanish-speaking customers. You set up an AdWords campaign targeted to the Spanish language, with Spanish ads and keywords. As long as your customers’ Google interface language settings are set to Spanish, your coffee ads can show when your Spanish language customers search for your keywords. Keep in mind that if your customers searched in Spanish but their Google interface language settings were set to English, your ads wouldn’t show. That’s why targeting all languages might be helpful.

Read more here: https://support.google.com/adwords/answer/1722078?hl=en

 

Using the paid & organic report for her travel website, Karen noticed a relatively high organic clicks/query rate for the search query “Hawaii vacations.” What does this mean?

• Karen’s ads often show below her organic results for the search query
• People who see Karen’s site in relevant organic search results often click through to her site
• Karen’s ads don?t often show for the search query
• Karen’s average organic position is higher than other advertisers’, but her average ad position is lower than other advertisers’

Correct answer is:

• People who see Karen’s site in relevant organic search results often click through to her site

Explanation: The new paid & organic report provides a holistic view of your text ad stats and organic listings at the query level, letting you analyze strengths and gaps in your overall search presence.

Read more here: https://support.google.com/adwords/answer/3097241?hl=en

 

How would you recommend that William set his budget if he wants to spend US $608 per month on his campaign? OR An advertiser has decided that they want to spend $608 per month for their campaign. How would you recommend they set their budget in their AdWords account?

• Set a daily budget of $20 for the advertiser’s campaign
• Set a bid of $20 per ad group
• Set a daily budget of $20 for the advertiser’s account
• Set a bid of $20 for the advertiser’s campaign

Correct answer is:

• Set a daily budget of $20 for the advertiser’s campaign

Explanation: With AdWords, you choose a daily budget for each campaign based on your advertising goals and the general amount that you’re comfortable spending each day.

Read more here: https://support.google.com/adwords/answer/2375420

 

You sell autographed sports memorabilia and want to reach people interested in sports. What’s one benefit of promoting your products with a ads in mobile apps campaign on the Display Network?

• It encourages people using mobile devices to install your app
• It lets people who see your ad get directions to your store on Google Maps
• It directs people to your online store to purchase your products
• It allows you to show your ad on app categories that you choose

Answer:

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

Explanation: Advertisers can reach people who are using mobile phones and tablets by showing ads within apps. You can match ads to apps through the Display Network, or choose particular app categories to target.

Read more here: https://support.google.com/partners/answer/6209124?hl=en

 

When setting up a Search Network campaign for a client, you want her ad to get as many clicks as possible within her budget. Which bid strategy should you use to achieve this goal?

• Maximize Clicks
• Cost-per-thousand impressions (CPM)
• Manual cost-per-click (CPC)
• Cost-per-acquisition (CPA)

Answer:

• Maximize Clicks

Explanation: Maximize Clicks is an automated bid strategy that sets your bids to help get as many clicks as possible within your budget. This article explains how the automated Maximize Clicks bid strategy works and what its settings are.

Read more here: https://support.google.com/partners/answer/6268626?hl=en

 

Target CPA bidding can help drive conversions by using your conversion history and:
OR
Target cost-per-acquisition (CPA) bidding can help drive conversions by using your conversion history and:

• cost-per-acquisition (CPA) goals to show the optimal ad when a conversion is more likely
• cost-per-click (CPC) goals to show the optimal ad when a conversion is more likely
• cost-per-acquisition (CPA) goals to raise your bid when a conversion is more likely
• cost-per-click (CPC) goals to raise your bid when a conversion is more likely

Correct answer is:

• cost-per-acquisition (CPA) goals to raise your bid when a conversion is more likely

Explanation: Target CPA is an AdWords Smart Bidding strategy that sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set. It uses advanced machine learning to automatically optimize bids and offers auction-time bidding capabilities that tailor bids for each and every auction.

Read more here: https://support.google.com/adwords/answer/2390684?hl=en

 

Your client is interested in switching from TV, print, and radio advertising. What are the return on investment (ROI) benefits of online advertising campaigns over traditional media advertising?

• Online advertising is always less expensive than traditional media
• Traditional media typically requires a predetermined quarterly budget, but online advertising usually lets you set your budget once a month at a fixed amount
• Traditional media is not always measurable, but online campaigns are highly measurable and you can analyze your click data
• Traditional media generates exposure, but online advertising campaign can guarantee sales

Correct answer is:

 

Traditional media is not always measurable, but online campaigns are highly measurable and you can analyze your click data
Negative keywords can help advertisers refine the targeting of their ads by:
OR
Negative keywords can help advertisers better target their ads by:

A) reducing their campaign’s daily budget recommendations
B) raising the average position of their ads
C) increasing the number of relevant Display Network placements
D) reducing the number of irrelevant clicks

Correct answer is:

D) reducing the number of irrelevant clicks

 

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

• Cost-per-conversion
• Clickthrough rate (CTR)
• Conversion rate
• Converted clicks

Correct answer is:

• Conversion rate

Explanation: Conversion metrics are adjusted to reflect only the ad clicks that could have led to conversions

Read more here: https://support.google.com/adwords/answer/3419241?hl=en

 

Conversion Optimiser can help drive conversions by using your conversion history and:

• cost-per-acquisition (CPA) goals to show the optimal ad when a conversion is more likely
• cost-per-click (CPC) goals to show the optimal ad when a conversion is more likely
• cost-per-acquisition (CPA) goals to raise your bid when a conversion is more likely
• cost-per-click (CPC) goals to raise your bid when a conversion is more likely

Correct answer is:

cost-per-acquisition (CPA) goals to show the optimal ad when a conversion is more likely

Explanation: Target CPA bidding uses your conversion tracking data to avoid unprofitable clicks and get more conversions at a lower cost. Based on your campaign’s history of conversions, Target CPA bidding automatically finds the optimal cost-per-click (CPC) bid for your ad each time it’s eligible to appear. It sets higher CPC bids for more valuable clicks and lower CPC bids for less valuable clicks.
Read more here: https://support.google.com/adwords/answer/2390684?hl=en

 

You can use audience targeting to show your ads to:

• specific websites, based on specific interests
• groups of websites, based on specific interests
• specific groups of people, based on their interests
• specific groups of people, based on their location

Correct answer is:

• specific groups of people, based on their interests

Explanation: Audiences: Depending on your advertising goals, you can choose the audience that best matches your customers. To drive brand awareness, use affinity audiences to reach TV-like audiences on a broad scale. To reach as many potential customers as possible with an affinity for a specific product area, you might try adding custom affinity audiences. To reach specific audiences actively shopping for a product or service, use in-market audiences instead.
Read more here: https://support.google.com/adwords/answer/2404191?hl=en
You would choose to advertise on the Google Display Network if you wanted to:

• show ads to people on non-Google search sites
• show ads on Google Maps
• show ads on websites related to your business
• show ads on Google Shopping

Correct answer is:

• show ads on websites related to your business

Explanation: “Display Network only” campaigns are best if you’d like to show ads on websites and apps when your keywords are related to the sites’ content. Your ads are matched to websites or mobile apps (called placements) that include content that’s related to your business or to your customers’ interests. You can set up targeting to match your ads to the most relevant Display Network sites based on their topics, interested audiences, demographics, and more.
Read more here: https://support.google.com/adwords/answer/6340468?hl=en

 

What is the recommended next step if you noticed from the Search terms report that certain terms are leading to a high number of clicks on your ads?

• Add search terms that are not leading to many clicks as negative keywords
• Add sitelinks to your ads to make them even more prominent
• Make sure all of these search terms are included as keywords, regardless of relevance
• Make sure relevant search terms are keywords and adjust your bid or ad text for these keywords

Correct answer is:

• Make sure relevant search terms are keywords and adjust your bid or ad text for these keywords

Explanation: Use the Search terms report to see how your ads performed when triggered by actual searches within the Search Network. Identify new search terms with high potential, and add them to your keyword list. Look for search terms that aren’t as relevant to your business, and add them as negative keywords. This can help you avoid spending money showing your ad to people who aren’t interested in it.
Read more here: https://support.google.com/adwords/answer/2472708?hl=en

 

Which client would you advise to use radius targeting?

Luis, whose e-commerce business delivers nationwide
Denise, whose service can reach customers within 30 miles
Christopher, who wants to promote his new product in select cities
Mabel, who wants to exclude her ads from certain cities

Correct answer is:

Denise, whose service can reach customers within 30 miles

Explanation: Radius targeting (also known as proximity targeting or “Target a radius”) allows you to choose to show your ads to customers within a certain distance from your business, rather than choosing individual cities, regions, or countries.

Read more here: https://support.google.com/adwords/answer/1722043?hl=en

 

An advertiser looking to drive conversions is using manual cost-per-click (CPC) bidding. Which factor should be most important for this advertiser when deciding keyword bids?

• The profit derived from a paid click
• The bids of the next closest advertiser
• The average profit per conversion
• The Quality Score of the keyword

Correct answer is:

• The profit derived from a paid click

Explanation: How do you know what CPC to set? You can figure this out based on what you know about your business and the value of a sale. For example, if you sell US$5,000 diamond rings, one new customer is probably worth more than if you sell US$0.99 packs of gum.
Once you’ve set max. CPC amounts that you’re comfortable with, see how many clicks your ads begin to accrue, and whether those clicks lead to business results on your website. Also, remember that Internet traffic is always changing, so it’s important to re-evaluate your CPC bids regularly.

Read more here: https://support.google.com/adwords/answer/2464960?hl=en

 

Higher Quality Scores typically result in:

• higher costs and lower ad positions
• lower costs and better ad positions
• less overall impressions
• faster delivery of daily budget

Answer:

• lower costs and better ad positions

Explanation:

Ad auction eligibility:Having better quality components typically makes it easier and cheaper for your ads to enter an auction. Our measures of ad quality also help determine whether your ad is qualified to appear at all.
Your actual cost-per-click (CPC):Higher quality ads can often lead to lower CPCs. That means you pay less per click when your ads are higher quality.
Ad position:Higher quality ads lead to higher ad positions, meaning they can show up higher on the page.

Read more here: https://support.google.com/adwords/answer/2454010?hl=en

 

You can use Display Planner to:

• see which images and text ads within your campaign are performing best on the specific websites you are targeting
• run a report to determine which keywords are most likely to convert based on the past 30-days of your campaign
• see potential webpages where your ad can appear based on your keywords
• managed CPC bids for contextual campaigns within your account

Correct answer is:

• see potential webpages where your ad can appear based on your keywords

Explanation: Display Planner shows you the potential reach and cost of targeting ideas to help you plan your Display Network campaigns.You enter keywords, topics, or websites that you think are likely to match your customer interests, and your landing page. That will get Display Planner started with the types of targeting and keywords that can build the foundation of your campaign.

Read more here: https://support.google.com/adwords/answer/3056115?hl=en

 

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

• sitelink extensions
• previous visit extensions
• callout extensions
• location extensions

Correct answer is:

• sitelink extensions

Explanation: Sitelinks can take people to specific pages on your site—your store hours, a specific product, or more. When someone clicks or taps on your links, they skip right to what they want to know or buy.

Read more here: https://support.google.com/adwords/answer/2375416?hl=en

 

Which of these metrics is especially important to clients who are running a branding campaign?

• Clickthrough rate (CTR)
• Average cost-per-click (avg. CPC)
• Impressions
• Phone call conversions

Correct answer is:

• Impressions

Explanation: Impressions are important to track in any campaign, no matter what your goals are. But they can be especially important in branding campaigns, because they represent how many customers actually laid eyes on your ad. You might not care whether they ended up buying anything from your site, but you do want them to remember that catchy new slogan you paid big bucks to develop and share with the world.

Read more here: https://support.google.com/adwords/answer/1722064?hl=en

 

How do cost-per-click (CPC) ads compete with cost-per-thousand impressions (CPM) ads on the Google Display Network?

• CPC bids are effectively converted to CPM bids
• CPM bids are effectively converted to CPC bids
• Ads using CPC bids are not allowed to compete on the Display Network
• CPC and CPM bids only compete against bids of the same type

Correct answer is:

• CPM bids are effectively converted to CPC bids

Explanation: To keep things fair, when CPC and vCPM ads compete for the same Display Network placement, the two types of ads are compared apples-to-apples on how much they’re effectively willing to pay for the impression. With a vCPM ad, the max viewable CPM bid represents how much the advertiser is willing to pay for each 1,000 viewable impressions; with a CPC ad, Google estimates how many clicks the ad might receive in 1,000 impressions to get the comparison.
Read more here: https://support.google.com/adwords/answer/2630842?hl=en

 

Anne-Marie’s business goal is to generate online sales of her handmade purses. Her AdWords costs are $100 per week and she wants to know if her advertising investment is paying off. What additional information do you need in order to calculate her return on investment (ROI)?

• Number of clicks on her ads and costs to produce her purses
• How many times her ads have been viewed and clicked on
• Number of clicks on her ads and revenue they generated
• Costs to produce her purses and revenue generated from her ads

Correct answer is:

• Costs to produce her purses and revenue generated from her ads

Explanation: ROI is the ratio of your net profit to your costs. It’s typically the most important measurement for an advertiser because it’s based on your specific advertising goals and shows the real effect your advertising efforts have on your business. The exact method you use to calculate ROI depends upon the goals of your campaign.

Read more here: https://support.google.com/adwords/answer/1722066?hl=en

 

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

• A prominent headline like “TRIAL MEMBERSHIPS AVAILABLE”
• A call-to-action like “Visit our gym now”
• Add a promotion like “20% off fitness classes”
• Add a call-to-action like “Sign up for a free trial”

Correct answer is:

• Add a call-to-action like “Sign up for a free trial”

 

An e-commerce client wants her campaign to be more profitable. After calculating this client’s total profits from AdWords, what can you do to start maximizing results for profit?

• Test different cost-per-click (CPC) bids
• Test only one version of your ad text
• Lower the cost-per-click (CPC) bids and increase the budget
• Delete keywords that are generating the most clicks

Correct answer is:

• Test different cost-per-click (CPC) bids

Explanation: There are four steps to profit driven bidding in AdWords:

Define a formula that calculates total profits from AdWords.
Why: You need a formula to measure and optimize for profit in AdWords.

Run a broad-scale manual bid test.
Why: Get an edge in the auction by finding profitable bid opportunities faster than others can.

Evaluate results and measure your profit.
Why: Identify areas for improvement as you analyze results.
Use automation to adjust your bids.
Why: Free up your time so that you can focus on other strategic priorities.

Read more here: https://support.google.com/adwords/answer/6167149?hl=en

 

Which is a benefit of advertising online?

• Reach people who are likely interested in what you’re advertising
• Automatically collect information about potential customers
• Increase your position in organic search results
• Make money by showing ads on your website

Correct answer is:

• Reach people who are likely interested in what you’re advertising

Explanation: When you advertise online with AdWords, you can use different targeting methods to reach potential customers right when they’re searching for your products or services. This can help make sure you’re putting your advertising dollars towards reaching only the people most likely to become your customers.

Read more here: https://support.google.com/adwords/answer/6227161?hl=en

 

What happens as a result of a search campaign consistently meeting its daily budget?

• Accelerated ad delivery
• Higher average cost-per-clicks (CPCs)
• Fewer sites targeted at once
• Missed potential ad impressions

Correct answer is:

• Missed potential ad impressions

Explanation: AdWords shows recommended budgets for campaigns that repeatedly meet their daily budget but have the potential to earn more clicks and impressions

Read more here: https://support.google.com/adwords/answer/2375418?hl=en

 

Negative keywords can help advertisers refine the targeting of their ads, and potentially increase:

• the number of relevant Display Network placements
• their campaigns daily budget recommendations
• the clickthrough rate (CTR) of their ads
• the amount of impressions served

Correct answer is:

• the clickthrough rate (CTR) of their ads

Explanation: Negative keywords are an important part of every campaign because they help make sure that your ads appear only to people looking for what you offer. This added level of control can help you increase your clickthrough rate (CTR), reduce your average cost-per-click (CPC), and increase your ROI.

Read more here: https://support.google.com/adwords/answer/105671?hl=en

 

Which of the following is a benefit of advertising online with Google AdWords?
OR
Which is a benefit of advertising online with Google AdWords?

• Advertisers can choose how much they spend and only pay when someone clicks their ad
• Advertisers can choose how many times their ad should show during the day
• Advertisers pay the same amount every time someone clicks their ad
• Advertisers can pay to always show their ad above the organic search results

Correct answer is:

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

Explanation: You decide how much you want to spend, and pay only when someone interacts with your ad, like clicking your text ad or watching your video ad. You base your bids on whatever is best for your business.

Read more here: https://support.google.com/adwords/answer/6336021

 

What’s the easiest way to evaluate if one version of your landing page performs better than another for the same ad?

• Replace the existing landing page with the new one and compare this month’s data to last month’s
• Run a Campaign Experiment on the existing campaign that switches between both landing pages
• Create another ad group for the new landing page and compare the two ad groups
• Create another campaign for the new landing page and compare the two campaigns

Correct answer is:

• Run a Campaign Experiment on the existing campaign that switches between both landing pages

Explanation: AdWords Campaign Experiments allow you to test changes to your account on a portion of the auctions that your ads participate in.

Read more here: https://support.google.com/adwords/answer/2385204?hl=en

 

You can win a higher ad position in the auction with a lower cost-per-click (CPC) bid by:

• creating ads that include terms or phrases people are searching for
• creating relevant ads and keywords, but not using ad extensions
• creating ads that link to a generic landing page
• creating high-quality ads and landing page/creating relevant keywords and ads, and using ad extensions

Correct answer is:

• creating relevant keywords and ads, and using ad extensions

Explanation: Ad position is also influenced by the expected impact from ad extensions and other ad formats, such as sitelinks. This means that if two competing ads have the same bid and quality, the ad with the better expected impact from extensions will generally appear in a higher position than the other.

Read more here: https://support.google.com/adwords/answer/6300?hl=en

 

When someone clicks your ad, the actual amount you’re charged will be:

• The minimum needed to hold your ad position or 50% of your maximum cost-per-click (max. CPC) bid, whichever is greater
• The minimum needed to hold your ad position but never less than 50% of your maximum cost-per-click (max. CPC) bid, whichever is greater
• The minimum needed to hold your ad position but never more than 120% of your maximum cost-per-click (max. CPC) bid, whichever is greater
• The minimum needed to hold your ad position, under the maximum cost-per-click (max. CPC) limit

Correct answer is:

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

Explanation: Actual CPC is often less than max. CPC because with the AdWords auction, the most you’ll pay is what’s minimally required to hold your ad position and any ad formats shown with your ad, such as sitelinks.

Read more here: https://support.google.com/adwords/answer/6297?hl=en

 

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

• keywords match that webpage’s content
• ad text matches that webpage’s content
• landing page matches that webpage’s content
• website matches that webpage’s content

Correct answer is:

• keywords match that webpage’s content

Explanation: Google’s system analyzes the content of each webpage to determine its central theme, which is then matched to your ad using your keywords and topic selections, your language and location targeting, a visitor’s recent browsing history, and other factors.

Read more here: https://support.google.com/adwords/answer/1726458?hl=en

 

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

• Make sure the landing page is closely related to the ad
• Increase the average daily budget for the campaign
• Broaden the list of keywords to reach more potential customers
• Increase the cost-per-click (CPC) bid for low-performing keywords

Correct answer is:

• Make sure the landing page is closely related to the ad

Explanation:

Make sure your landing page is directly relevant to your ad text and keyword.
Provide useful information on your landing page about whatever you’re advertising.
Try to offer useful features or content that are unique to your site.
Transparency and trustworthiness
Read more here: https://support.google.com/adwords/answer/2404197

 

Research for a client who owns used car dealerships show that people who visit his website also visit certain popular car blogs. Which targeting method would you use to reach these people?

• Remarketing
• Keywords
• Topics
• Placements

Correct answer is:

• Placements

Explanation: If you want to run ads on the Display Network but only on placements you’ve hand-picked, you can do so with managed placements. For example, if you sell travel packages and want your ads to appear on a particular website or a specific page about travel, add it as a managed placement.
Read more here https://support.google.com/adwords/answer/2470108?hl=en

 

Keyword Planner can help you build a new Search Network campaign by:

• organizing potential placements into ad groups
• suggesting landing pages for your ads
• multiplying keyword lists together
• creating new ads based on your keywords

Correct answer is:

• multiplying keyword lists together

Explanation: You can search for keyword and ad group ideas, see how a list of keywords might perform, and even create a new keyword list by multiplying several lists of keywords together. Keyword Planner can also help you choose competitive bids and budgets to use with your campaigns.

Read more here: https://support.google.com/adwords/answer/2999770?hl=en

 

When creating text ads to advertise a client’s small chain of Italian restaurants, what should you include in the ad text to make it compelling to potential customers?

• Include call-to-actions, such as “Find the nearest location”
• Information about Italian food in the description
• Use the same headline and description as other advertisers
• An exclamation point in the display URL

Correct answer is:

• Include call-to-actions, such as “Find the nearest location”

Explanation: Use the description to highlight details about your product or service. It’s a good idea to include a “call to action”—the action you want your customer to take. If you’re an online shoe store, your description might include “Shop now” or “Buy shoes now.” If you offer a service, you might want to add something like “Get an instant quote online” or “See pricing.”

Read more here: https://support.google.com/adwords/answer/1704389?hl=en

 

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

• Cost-per-view (CPV)
• Cost-per-thousand-impressions (CPM)
• Cost-per-click (CPC)
• Cost-per-acquisition (CPA)

Correct answer is:

• Cost-per-acquisition (CPA)

Explanation: Target CPA is an automated bid strategy that sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set. T

Read more here: https://support.google.com/adwords/answer/6268632?hl=en

 

What happens when a campaign consistently meets its average daily budget?

• Ads in that campaign will stop showing for the rest of the billing cycle
• Average cost-per-click (CPC) bids will be lowered
• Your budget is automatically adjusted
• Ads in that campaign will show less often than they could

Correct answer is:

• Ads in that campaign will show less often than they could

Explanation: If you have a limited budget, you want to make the most of every cent you spend on your advertising campaign. When your budget is limited, your ad might not show as frequently as you’d like — or might not show at all.

Read more here: https://support.google.com/adwords/answer/2375418?hl=en

 

Google Analytics can help you learn more about the behavior of your client’s customers because it shows you how:

• they perceive her products
• likely they are to become a regular customer
• they interact with her website
• likely they are to click her ads

Correct answer is:

• they interact with her website

Explanation: Google Analytics has a powerful segmentation engine. Instead of looking at your audience in large bunches, you can break it down into its component parts and understand how each part interacts with your site—then bid, message and direct traffic accordingly.

Read more here: https://support.google.com/adwords/answer/6168606?hl=en

 

All other things being equal, if you’ve set a maximum CPC bid of $1.00 for your ads, and if the next most competitive bid is $0.50 for the same ad position, what is the actual amount you’d pay for that click?

• 01
• 5
• 51
• 1

Correct answer is:

• 51

Explanation: For ads on the Search Network, the minimum Ad Rank required for ads above search results is generally greater than the minimum Ad Rank required for ads beside search results. As a result, the actual CPC when you appear above search results could be higher than the actual CPC if you appear beside search results, even if no other advertisers are immediately below you. Although you may pay more per click, top ads usually have higher clickthrough rates and may allow you to show certain ad extensions and other features available only in top ad positions. As always, you’re never charged more than your max. CPC. bid.

Examples:If the advertiser immediately below you bids US$2.00, and if that advertiser’s ad is the same quality as yours (and has equal-performing extensions and ad formats), you’d typically need to bid a penny more than US$2.00 to rank higher than that advertiser and still maintain your position and ad formats. With AdWords, that’s the most you’ll pay (about US$2.01), whether your bid is US$3.00, US$5.00, or more.

Read more here: https://support.google.com/adwords/answer/6297

 

Mimi wants to reach people searching for baked goods, but only wants her ads to show during the hours she’s open for business. Which campaign type is a good fit?

• “Display Network only – All features”
• “Search Network with Display Select – All features”
• “Display Network only – Remarketing”
• “Search Network only – All features”

Correct answer is:

• “Search Network only – All features”

Explanation: Ads in a Search Network campaign appear near Google search results and other Google sites when people search for terms that are relevant to your ad’s keywords.Ads are matched to search results pages based on the terms or phrases someone searches. Search Network campaigns are usually focused on getting people to take action such as clicking your ad or calling your business.

Read more here: https://support.google.com/adwords/answer/6340430?hl=en

 

When reviewing the Search terms report for one of your client’s campaigns, you notice several terms that aren’t relevant to what they’re advertising. How can you use this information when refining the campaign’s keywords?

• Add the terms as exact match keywords
• Add the terms as phrase match keywords
• Add the terms as negative keywords
• Add the terms as keywords

Correct answer is:

• Add the terms as negative keywords

Explanation: Negative keywords are an important part of every campaign because they help make sure that your ads appear only to people looking for what you offer. This added level of control can help you increase your clickthrough rate (CTR), reduce your average cost-per-click (CPC), and increase your ROI.

Read more here: https://support.google.com/adwords/answer/105671?hl=en

 

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

• based on how much your product is worth                                                                      
• 50% of how much your product is worth
• the same amount as the profit generated by your product
• the same amount as the revenue generated by your product

Correct answer is:

• based on how much your product is worth

Explanation: Most people starting out in AdWords use cost-per-click (CPC) bidding to pay for each click on their ads. With this option, you set a maximum cost-per-click bid (max. CPC bid) that’s the highest amount that you’re willing to pay for a click on your ad. Set your bid by thinking about how much an ad click is worth to you.

Read more here: https://support.google.com/adwords/answer/2471184?hl=en

 

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

• reach customers browsing websites related to your business
• reach customers while they’re searching for your products or services
• choose the types of websites where you want your ads tos how
• choose from a range of ad formats, like video and image ads

Correct answer is:

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

Explanation A Search Network campaign may be a good option for you if you meet one or more of the following criteria:

You want your ads to appear near Google search results
You only want to reach customers searching for your specific product or service
Read more here: https://support.google.com/adwords/answer/2497941?hl=en

 

What’s one benefit of creating multiple ad groups?

• You can target specific ad groups into various Google networks
• You can break up keywords and ads into related themes
• You can set different budgets for each ad group
• You can pause specific keywords if they are not performing well

Correct answer is:

• Break up keywords and ads into related themes

Explanation: Use ad groups to organize your ads by a common theme, such as the types of products or services you want to advertise.

Many advertisers find it helpful to base their ad groups on the sections or categories that appear on their website.

Read more here: https://support.google.com/adwords/answer/2375404?hl=en

 

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

• Monitor reach and frequency data
• Run a keyword diagnosis
• Segment performance statistics by time
• Run a search terms report

Correct answer is:

• Segment performance statistics by time

Explanation: Use time segments (such as hour of the day or specific months) to isolate changes in your performance. For example, if you segment your data according to the day of the week and find that your ad performance is dramatically different on Saturdays, you can modify your bids to account for the change in user behavior.

Read more here: https://support.google.com/adwords/answer/2370266?hl=en

 

Your client’s campaign is consistently meeting its average daily budget. What should you do to maximize your client’s budget throughout all hours of the day?

• Increase the maximum cost-per-click (CPC) bid
• Change the ad delivery method from “Accelerated” to “Standard”
• Lower the daily budget amount
• Pause the campaign to stop showing ads and accruing costs

Correct answer is:

• Change the ad delivery method from “Accelerated” to “Standard”

Explanation: Accelerated delivery is likely to use up your campaign’s daily budget early in the day. This is because accelerated delivery shows your ads until your budget is reached. “Standard delivery” is more optimized, which means that the delivery of your ads is spread more evenly throughout the day.

Read more here: https://support.google.com/adwords/answer/2375418?hl=en

 

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

• Undo and redo multiple changes while editing his campaigns
• Refresh data to reflect the latest statistics on his cost-per-click (CPC) campaign
• Mange, edit, and view multiple accounts at the same time
• Copy or move items between ad groups and campaigns

Correct answer is:

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

Explanation: Any advertiser with any size account can use AdWords Editor, but it’s especially useful for accounts with multiple campaigns and long lists of keywords or ads. For example, you can:

Use bulk editing tools to make multiple changes quickly.
Export and import files to share proposals or make changes to an account.
View statistics for all campaigns or a subset of campaigns.
Manage, edit, and view multiple accounts at the same time.
Search and replace text across ad groups or campaigns.
Copy or move items between ad groups and campaigns.
Undo and redo multiple changes while editing your campaigns.
Make changes in draft before uploading them to your account.
Keep working even when you’re offline.
Read more here: https://support.google.com/adwords/answer/2484521?hl=en

 

You sell video games and want people who play mobile gaming apps to know about your store. What’s one benefit of promotion your products with a mobile apps campaign on the Display Network?

• It lets people who see your ad get directions to your store on Google Maps
• It allows you to show your ad on app categories that you choose
• It encourages people using mobile devices to install your app
• It directs people to your online store to purchase your products

Correct answer is:

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

Explanation: If you want to reach certain categories of apps, or if you know the apps you want to target, you should create a Display Network campaign devoted to mobile apps. Learn more about these campaigns below under reaching specific apps or app categories in the Display Network.

Read more here: https://support.google.com/adwords/answer/1722057?hl=en

 

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

• Dynamic Search Ads
• Ecommerce tracking
• Remarketing
• Conversion tracking

Correct answer is:

• Remarketing

Explanation: Remarketing helps you reach people who have visited your website or used your app. Previous visitors or users can see your ads as they browse websites that are part of the Google Display Network, or as they search for terms related to your products or services on Google.

Read more here: https://support.google.com/adwords/answer/2454000?hl=en

 

In order to appeal to customers on mobile devices it’s important to:

• Send users to a video-based landing page
• Send users to a mobile-friendly landing page
• Avoid using ad extensions
• include your phone number as your display URL

Correct answer is:

Send users to a mobile-friendly landing page

Explanation: People seeing your ads on mobile are more likely to want to know where you are, or to call you. Show your location and phone number with location extensions and call extensions. Also, consider creating ads devoted to people on mobile devices, using the mobile version of your website as a landing page, and offering specials suited to a mobile audience. Keep in mind, your text ads can appear differently on mobile.

Read more here: https://support.google.com/adwords/answer/1704392?hl=en

 

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

• A page with information on instrument rentals and a contact form
• His homepage, with links to instrument sales, rentals, and music lessons
• A page with information on music lessons and a contact form
• A page with a wide selection of instruments for sale

Answer:

• A page with information on instrument rentals and a contact form

Explanation: Your landing page experience is one of several factors that helps determine a keyword’s Quality Score. The experience of a landing page is represented by such things as the usefulness and relevance of information provided on the page, ease of navigation for the user, and how many links are on the page.

Read more here: https://support.google.com/adwords/answer/14086?hl=en

 

which ad extension would you use for an advertiser who has a chain of restaurants?

• Seller ratings
• Location extensions
• Sitelink extensions
• Previous visits extensions

Correct answer is:

• Location extensions

Explanation: Benefits of Location extension

Location extensions encourage people to visit you in person.
You can add multiple addresses by linking your account to Google My Business.
On average, ads with location extensions see a 10% boost in clickthrough rate.
You can target your ads around your business addresses.
Read more here: https://support.google.com/adwords/answer/2404182?

 

Blake is focused on branding and is more interested in his ads being viewed than in generating clicks. Which of these features would not be a good fit for him?
Reach and frequency data

• Cost-per-thousand-impressions (CPM) bidding
• Call extensions
• Placement targeting

Correct answer is:

• Call extensions

 

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

• Increase the daily budget and add text ads with clear call-to-actions like “Buy now”
• Use a balanced combination of broad-, exact-, and phrase-matched keywords
• Add display ads and affinity audiences targeting people interested in green living and beauty
• Target large metropolitan areas where people are more likely to encounter her product

Correct answer is:

• Add display ads and affinity audiences targeting people interested in green living and beauty

Explanation: Select from these audiences to reach potential customers at scale and make them aware of your business.

These audiences were built for businesses currently running a TV ad who would like to extend the reach of a TV campaign to an online context for an efficient price.

Read more here: https://support.google.com/adwords/answer/2497941?hl=en

 

When people search for your client’s watch repair business, they use very specific terms like “vintage watch repairs”. To show your ads for these searches  you’ll want to use:

• Negative match keywords
• Broad match keywords
• Exact match keywords
• Phrase match keywords

Correct answer is:

• Exact match keywords

Explanation: A keyword setting that allows your ad to show only when someone searches for the exact phrase of your keyword or close variations of the exact phrase of your keyword. The exact match keyword “bicycle bell” can cause your ad to show only if someone searches for “bicycle bell” or close variations of “bicycle bell” exactly, with no other words.

Read more here: https://support.google.com/adwords/answer/2407781?hl=en

 

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

• show ads when someone searches for dance classes
• match his ad text to what people are searching
• pick the most popular keywords for his campaign
• show ads on dance websites and YouTube videos

Correct answer is:

• show ads on dance websites and YouTube videos

Explanation: When you advertise on the Google Display Network, your ads can appear across a large collection of websites, mobile apps, and video content. Here are some examples:

Google AdSense publisher sites, including AdSense for Domains and AdSense for Errors
DoubleClick Ad Exchange publisher sites
Google sites such as Google Finance, Blogger, and YouTube (Google web search not included)
Read more here: https://support.google.com/adwords/answer/2404191

 

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

• Jim, who wants to reach people on social networks interested in poetry
• Suzy, who wants to reach people browsing travel websites about China
• Bill, who wants to reach people looking for plumbing services
• Carol, who wants to reach people watching YouTube videos

Correct answer is:

• Bill, who wants to reach people looking for plumbing services

Explanation: The Google Search Network is a group of search-related websites and apps where your ads can appear. When you advertise on the Google Search Network, your ad can show near search results when someone searches with terms related to one of your keywords.

Read more here: https://support.google.com/adwords/answer/1722047

 

What’s the benefit of having multiple ads in an ad group?

• AdWords will automatically match each ad to the keywords it’s most relevant to
• Ads are only eligible to show ad extensions if there are more than one ad in that group
• Ads are only eligible to show at the top of the page if there are more than one ad in that ad group
• AdWords will automatically rotate your ads and show the best performing ones more often

Correct answer is:

• AdWords will automatically rotate your ads and show the best performing ones more often

Explanation: A preference that determines which ad in your ad group should show (when you have multiple ads). Ad rotation settings are helpful because they give you the ability to request how your ads are shown. For example, you can request to have your successful ads show more often or indicate that you’d like your ads to be shown more evenly.

If you have more than one ad in your ad group, Google will rotate which ad shows depending on your ad rotation setting.

Read more here: https://support.google.com/adwords/answer/112876?hl=en

 

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

• App promotion ads
• Shopping Ad/Product Listing Ad
• Image ads
• Sitelink extensions

Correct answer is:

• Shopping Ad

Explanation: If you’re a retailer, you can use Shopping campaigns to promote your online and local inventory, boost traffic to your website or local store, and find better qualified leads.

Read more here: https://support.google.com/adwords/answer/2454022

 

Each campaign in your AdWords account should have a single:

• maximum cost-per-click (max. CPC) bid
• landing page
• business goal
• ad group

Correct answer is:

• business goal

Explanation: With AdWords, you’ll organize your account into separate campaigns, with each campaign focusing on a single business goal, such as driving traffic to your website, or offering a particular product or service. If your business serves several geographic areas, you might want to create a separate campaign for each location.

Read more here: https://support.google.com/partners/answer/6172648?hl=en

 

Your ad can show on the Google Search Network when someone searches for terms that are similar to your:

• Keywords
• Placements
• Website
• Ad text

Correct answer is:

• Keywords

Explanation: When someone searches on Google, your ad could be eligible to appear based on the similarity of your keywords to the person’s search terms, as well as your keyword match types. Keywords are also used to match your ad to sites in the Google Network that are related to your keywords and ads.

Read more here: https://support.google.com/adwords/answer/6323?hl=en

 

When reviewing your client’s Search Network campaign, you notice that the ads in one of the ad groups have a low average position. Which flexible bid strategy should you use to help improve the position of these ads?

• Maximize clicks
• Enhance cost-per-click (CPC)
• Target return on ad spend (ROAS)
• Target search page location

Correct answer is:

• Enhance cost-per-click (CPC)
• Target search page location

Explanation: “Target search page location” is a type of flexible bid strategy that automates bidding across multiple campaigns, ad groups, and keywords to show your ad on the top of the page or on the first page of Google search results.

Read more here: https://support.google.com/adwords/answer/6268611?hl=en

 

A client wants to promote her new mobile app by showing her ads in other mobile apps. How can AdWords help accomplish her goal?

• Google’s Search Network will help her target people who are more likely to download her app
• She can use keywords like “mobile app” to target people who are more likely to download her app
• Google’s Display Network includes many mobile apps where she could show her ad
• She can use mobile app extensions to reach users in apps

Correct answer is:

• Google’s Display Network includes many mobile apps where she could show her ad

Read more here: https://support.google.com/adwords/answer/2472719#apps

 

You can use Keyword Planner to identify:

• the number of negative keywords you should add
• the amount of traffic potential keywords you might get
• which text ads are performing best based on your keywords
• webpages where your ad can appear based on your keywords

Correct answer is:

• the amount of traffic potential keywords you might get

Explanation: A tool that provides keyword ideas and traffic estimates to help you build a Search Network campaign.

Read more here: https://support.google.com/adwords/answer/3114286?hl=en

 

Every time that your ad is eligible to show, AdWords calculates its Ad Rank using your bid amount components of Quality Score

• the daily budget you’ve set
• your historical conversion rate
• the expected impact of extensions and other ad formats
• the search ranking of your website

Correct answer is:

• the expected impact of extensions and other ad formats

Explanation: A value that’s used to determine your ad position (where ads are shown on a page) and whether your ads will show at all. Ad Rank is calculated using your bid amount, the components of Quality Score (expected clickthrough rate, ad relevance, and landing page experience), and the expected impact of extensions and other ad formats.

Read more here: https://support.google.com/adwords/answer/1752122?hl=en

 

A standard AdWords text ad is made up of:

a display URL and description text
a headline, image, and description text
a headline and description text
a headline, a display URL, and description text

Correct answer is:

• a headline, a display URL, and description text

Explanation: A text ad on Google search is the simplest online ad that AdWords offers. It has three parts: headline text, a display URL, and description text.

Read more here: https://support.google.com/adwords/answer/1704389?hl=en

What’s a reason to use the “Search Network with Display Select” campaign type?

• Your ads only show on the first page search results
• You can pick the exact websites where you want your ad to show
• You can use one budget to advertise on the Search Network and Display Network
• Your video ads can run on the Search Network

Correct answer is:

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

Explanation: You can only add managed placements to certain campaign types: “Display Network only,” “Search Network with Display Select,” and “Video.”

Read more here: https://support.google.com/adwords/answer/2470108?hl=enhttps://support.google.com/adwords/answer/2470108?hl=en

 

Your client gets more conversions from ads that appear to people in Tokyo. What actions should you take to try and increase the number of conversions for this client?

• Use a location bid adjustment to increase bids for customers in Tokyo
• Create a separate ad group to target ads and bids for Tokyo
• Use the user location view to understand if people who click your ads are located in Tokyo
• Refine where your ads show by adding the keyword “Tokyo”

Correct answer is:

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

Explanation: Use location bid adjustments to show your ad more or less frequently to customers in certain countries, cities, or other geographic areas.

Read more here: https://support.google.com/adwords/answer/2732132?hl=en

 

Your client noticed last month that his ad often showed up beside another advertiser’s ad for the same search terms. How can you help your client understand how he is performing compared to other advertisers?

• Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers
• Use the top movers report which campaigns have seen the biggest change in clicks since last month
• Use the paid & organic report to show when his website appears in organic search, with no associated ads
• Use the Search term report to show which search terms lead to the most clicks on his ads

Correct answer is:

• Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers

Explanation: The Auction insights report lets you compare your performance with other advertisers who are participating in the same auctions that you are.

Read more here: https://support.google.com/adwords/answer/2579754?hl=en

 

Your new client’s AdWords account has one campaign with one ad group that contains a list of hundreds of keywords. Which best practice should you follow when re-organizing this client’s keywords?

• Create new ad groups with several keyword match types
• Create new ad groups with related keywords grouped together
• Remove half of the keywords from the ad group
• Create one ad group for every five keywords

Correct answer is:

• Create new ad groups with related keywords grouped together

Explanation: Use ad groups to organize your ads by a common theme. For example, try separating ad groups into the different product or service types you offer.

Read more here: https://support.google.com/adwords/answer/6298?hl=en

 

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

Clickthrough rate (CTR)
Converted clicks
Impressions
Conversion rate

Correct answer is:

Clickthrough rate (CTR)

Read more here: https://support.google.com/adwords/answer/2615875?hl=en

 

Advertising on TV, print, and radio typically requires a predetermined budget. What key differences enable some online advertising campaigns to invest with more flexibility without a predetermined budget in mind?

OR

Print, TV and radio advertising typically requires a predetermined budget. What key differences enable some online advertising campaigns to invest with more flexibility without a predetermined budget in mind?

• AdWords budgets can only be set once annually and require a fixed commitment
• Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive
• Online campaigns generate clicks, whereas other channels generate exposure
• Budgets cannot be applied to online campaigns due to constant changes in traffic

Correct answer is:

Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive

 

When setting up a campaign, you can use Display Planner to get an idea of the budget and bids you should set based on your:

• traffic estimates for placement ideas
• historical conversion rate estimates for your keyword and placement ideas
• historical cost-per-click (CPC) estimates for your keyword and placement ideas
• traffic estimates for your keyword ideas

Correct answer is:

• historical cost-per-click (CPC) estimates for your keyword and placement ideas

Explanation: Each idea comes with impression estimates and historical costs. Think of these estimates and statistics as a guide to help you plan your Display Network campaign, rather than to project future performance.

Read more here: https://support.google.com/adwords/answer/3056153?hl=en
A client that owns a fine-dining restaurant in London wants to get more phone calls from people researching places to eat on their mobile phones. How should you optimize this client’s campaign to help achieve their goal?

• Include a phone number in the client’s ad’s headlines and monitor performance with the mobile clicks-to-call segment
• Include a phone number in the client’s ad’s headline and monitor performance with the top vs. other segment
• Add call extensions to the client’s ads and monitor performance with the top vs. other segment
• Add call extensions to the client’s ads and monitor performance with the mobile clicks-to-call segment

Correct answer is:

• Add call extensions to the client’s ads and monitor performance with the mobile clicks-to-call segment

Explanation: Ads created in call-only campaigns are fine-tuned to show only on mobile devices that are capable of making calls.

Read more here: https://support.google.com/adwords/answer/2453991?hl=en

 

Donna sells t-shirts featuring vintage album covers. She wants people searching for unusual t-shirts to find her website, but she also thinks people interested in music might make a purchase. What campaign type would you recommend?

• “Display Network only – All features”
• “Display Network only – Remarketing”
• “Search Network with Display Select – All features”
• “Search Network only – All features”

Correct answer is:

• “Search Network with Display Select – All features”

Explanation: Your ads can appear when people search for terms on Google search and search partner sites that match your keywords. They can also appear on relevant pages across the web on the Google Display Network. However, your ads are shown selectively on the Display Network and bidding is automated, helping you reach people who are most likely to be interested in the products and services you’re advertising.

Read more here: https://support.google.com/adwords/answer/3437721?hl=en

You can use Display Planner to:

• see how other advertisers perform on websites where you want your ad to appear
• compare how your current Display Network campaign could perform on websites you’d like to target
• see ways to reach your target audience based on your keywords, website, or interest categories
• see which image and text ads are performing best on the specific websites you’re targeting

Correct answer is:

• see ways to reach your target audience based on your keywords, website, or interest categories

Explanation: Display Planner shows you the potential reach and cost of targeting ideas to help you plan your Display Network campaigns. The forecasts can help you understand how your ad groups could perform and historical costs can guide you to the ideas that are within your budget.

Read more here: https://support.google.com/adwords/answer/3056115?hl=en

 

You signed 3 new clients, each with an existing AdWords account. What’s the best way to manage these accounts?

• Pause your clients’ campaigns and recreate them in your manager acccount
• Use your clients’ sign-in information to access and manage the accounts
• Link the client accounts to your My Client Center (MCC) manager account
• Consolidate the 3 accounts into a new AdWords account you create

Correct answer is:

• Link the client accounts to your My Client Center (MCC) manager account

Explanation: If you’re an agency or someone who manages multiple AdWords accounts, a manager account is a powerful tool that could save you time. A manager account is an AdWords account that lets you easily view and manage multiple AdWords accounts — including other manager accounts — from a single location.

Read more here: https://support.google.com/partners/answer/6139186?hl=en

 

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

• Mobile bid adjustments
• Target return on ad spend (ROAS)
• Target search page location flexible bidding strategy
• Cost-per-acquisition (CPA)

Correct answer is:

• Mobile bid adjustments                                                                                                                                                                                                                                                     Explanation: Just as with desktop AdWords campaigns, mobile campaigns use bidding and targeting to determine where and when your ads show up. A click may be worth more to you if it comes from a mobile device or a specific location, or at a certain time of day. By setting bid adjustments, you can increase or decrease your bids to gain more control over when and where your ad is shown.

Read more here: https://support.google.com/partners/answer/6209121?hl=en

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

• “Display Network only – All features”
• “Shopping”
• “Search Network only – All features”
• “Search Network only – Standard”

Correct answer is:

• “Display Network only – All features”
  Explanation: With a Display Network only campaign, your ads can show throughout the Google Display Network. This campaign type works by matching your ads — including text, image, rich media, and video ads — to websites and other placements, like YouTube and mobile apps, with content related to your targeting.

Read more here: https://support.google.com/partners/answer/6123890?hl=en
Your client noticed that his ad was disapproved for editorial reasons. Why is it important for him to understand and abide by Google’s advertising policies

• AdWords policies can help web user distinguish between ads and search results
• AdWords policies can help ensure ads are useful, varied, relevant, and safe for web users
• AdWords policies can keep disapproved ads and websites out of organic search results
• AdWords policies can help keep ad costs low and affordable for advertisers

Correct answer is:

• AdWords policies can help ensure ads are useful, varied, relevant, and safe for web users

Explanation: All AdWords ads go through an approval process to ensure the ads are safe and appropriate for users. Every time you create a new ad or make changes to an existing ad, it will automatically be submitted for review to ensure that it follows Google’s advertising policies.

Read more here: https://support.google.com/adwords/answer/6316?hl=en

 

When setting up a Search Network campaign for a client, you want to maximize the number of clicks her ads can get. Which bidding strategy should you use to achieve this goal?

• Cost-per-thousand impressions (CPM)
• Cost-per-acquisition (CPA)
• Automatic cost-per-click (CPC)
• Manual cost-per-click (CPC)

Correct answer is:

• Automatic cost-per-click (CPC)

Explanation: Automated bidding takes the heavy lifting and guesswork out of setting bids to meet your performance goals. Each type of automated bid strategy is designed to help you achieve a specific goal for your business.

Read more here: https://support.google.com/adwords/answer/2979071

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

• AdWords only shows an ad for keywords with proper spelling and plural forms
• Your keyword list would be disapproved based on Google’s advertising policies
• AdWords can automatically include these variations for you
• Broad match includes the exact words and phrases a user searches for

Correct answer is:

• AdWords can automatically include these variations for you

Explanation: Broad match lets a keyword trigger your ad to show whenever someone searches for that phrase, similar phrases, singular or plural forms, misspellings, synonyms, stemming (such as floor and flooring), related searches, and other relevant variations.

Read more here: https://support.google.com/adwords/answer/2407779?hl=en

 

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

• reach customers browsing websites related to your business
• reach customers while they’re searching for your products or services
• choose the types of websites where you want your ads to show
• choose from a range of ad formats, like video and image ads

Correct answer is:

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

Explanation: The Google Search Network is a group of search-related websites or apps where your ads can appear. When you advertise on the Google Search Network, your ad can show next to search results when someone searches with terms related to one of your keywords.

Read more here: https://support.google.com/adwords/answer/1722047

 

You want to generate leads with your AdWords campaign by encouraging people to fill out an interest form on your website. What do you need to know to measure return on investment (ROI) for this campaign?

• How much you’ve spent on the campaign compared to the value of leads generated
• You can’t calculate return on investment for campaigns that are focused on online leads
• The percentage of budget spent compared to how many forms were completed
• The number of clicks your ad received divided by the number of times it showed

Correct answer is:

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

Explanation: How much profit you’ve made from your ads compared to how much you’ve spent on those ads. Return on investment (known as ROI) measures the ratio of your profits to your advertising costs.

Read more here: https://support.google.com/adwords/answer/14090?hl=en

 

An advertiser should group their campaigns by:

• type of product or service
• number of keywords
• maximum cost-per-click (CPC) bids
• number of ad groups per campaign

Correct answer is:

• type of product or service

Explanation: A good rule of thumb for creating an effective campaign structure is to mirror your website’s structure. By creating campaigns and ad groups around a specific theme or product, you can create keyword lists that directly relate to the corresponding ad text, and ads that link directly to that product’s page on your website. You can even add keyword-specific URLs to improve the quality and relevance of your ads in your account.

Read more here: https://support.google.com/adwords/answer/2375470?hl=en

 

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

• Landing page experience
• Maximum cost-per-click (max. CPC) bid
• Ad relevance
• Expected clickthrough rate (CTR)

Correct answer is:

• Maximum cost-per-click (max. CPC) bid

Read more here: https://support.google.com/adwords/answer/2454010?hl=en
Your travel agency client is running a very targeted campaign to reach people who are visiting Paris on vacation and don’t live in France. What would be an effective way to target this client’s customers?

• Create a campaign with ads and keywords written in French
• Create a campaign targeting Paris and languages other than French
• Create a campaign targeting French and regions other than Paris
• Create a keyword list with the exact match keyword “Paris” and negative keyword “France”

Answer is:

• Create a campaign targeting Paris and languages other than French

Read more here: https://support.google.com/adwords/answer/1722078?hl=en

 

Julian wants to reach potential customers based on the type of device they’re using, but he doesn’t know how his campaign performs on different devices. How can Julian find meaningful data that will help him decide which devices to target?

• Create multiple ad groups that target different devices, and monitor the results
• Set up an experiment to test which device he should target
• Create multiple campaigns that target different devices, and monitor the results
• Segment his campaign statistics table by device

Correct answer is:

• Segment his campaign statistics table by device

Explanation: A category (like ad type or day of the week) that you can add to your campaign’s tables and charts in order to organize your performance data around that criteria.

Read more here: https://support.google.com/adwords/answer/2370266?hl=en

 

When building a keyword list for a Display Network campaign, you should do which of the following:

• Use Display Campaign Optimizer to identify new keywords
• Only include exact match keywords
• Only use Keyword Planner to identify new keywords
• Include keywords that are related to the websites your customers visit

Correct answer is:

• Include keywords that are related to the websites your customers visit

Explanation: Choosing keywords for a Display Network campaign is about connecting your ads with people most likely to be interested in your business. Based on what you know about your customers, pick keywords that would you imagine would appear on websites your customers would visit.

Read more here: https://support.google.com/adwords/answer/2453986?hl=en

 

Data for your client shows that more estimated total conversions are coming from mobile devices versus computers and tablets. How can you use this data to optimize your client’s bidding strategy?

• Use target search page location to help get your client’s ads to the top of mobile search page results
• Set a mobile bid adjustment to increase bids for searches on mobile devices
• Set a mobile bid adjustment to decrease bids for searches on computers and tablets
• Use enhanced cost-per-click (ECPC) to increase bids that are likely to result in conversions from mobile devices

Correct answer is:

• Set a mobile bid adjustment to increase bids for searches on mobile devices

Explanation: Bid adjustments allow you to show your ads more or less frequently based on where, when, and how people search. For example, sometimes a click is worth more to you if it comes from a mobile device, at a certain time of day, or from a specific location.

Read more here: https://support.google.com/adwords/answer/2732132?hl=en

 

While teaching a new account manager how to build a Search campaign, you tell her that she should group similar keywords together in an ad group because it will allow her to:

• create a different ad for each keyword
• create multiple ads for each keyword
• only create one ad that’s relevant to all keywords
• create ads that are relevant to all keywords

Correct answer is:

• create ads that are relevant to all keywords

 

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

• Improve Quality Score and increase cost-per-click (CPC)
• Decrease cost-per-click (CPC) and increase daily budget
• Decrease cost-per-click (CPC) and decrease daily budget
• Improve Quality Score and decrease cost-per-click (CPC)

Correct answer is:

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

Explanation: Your ad’s position on the page is determined by your bid, the components of Quality Score (expected clickthrough rate, ad relevance, and landing page experience), and the expected impact of extensions and other ad formats.

Ads at the top of a page generally have the following qualities:

High relevance: The ad text and landing page are relevant to a person seeing your ad.
Good performance over time: The ad consistently generates clicks.
Competitive bids: The ad’s bid is competitive with other advertisers and exceeds the top of page bid estimate.
Read more here: https://support.google.com/adwords/answer/1722087?hl=en

 

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

• Create multiple campaigns, each with a set of related keywords
• Create campaigns based on the structure of his client’s website
• Create one campaign with a broad selection of keywords
• Create one campaign for all the products his client offers

Correct answer is:

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

Explanation: With AdWords, you’ll organize your account into separate campaigns, with each campaign focusing on a single business goal, such as driving traffic to your website, or offering, like a particular product or service. If your business serves several geographic areas, you might want to create a separate campaign for each location.

One effective approach is to organize your campaigns to reflect the structure of your website. This allows you to create campaigns around specific themes or products. For example, an electronics retailer might create campaigns for specific product categories, such as televisions and cameras.

Read more here: https://support.google.com/partners/answer/6172648?hl=en

 

Data shows that the audience for a client’s running shoe store is women ages 35 to 50. How can you optimize this client’s Display Network campaign based on your research?

• Use frequency capping to limit the number of times men ages 40 to 65 see your client’s ads
• Increase cost-per-click (CPC) bids and experiment with variations of ad text that includes running tips
• Add demographic and age targeting to show ads to people in this audience
• Set up a remarketing list to show ads to women who have previously visited your client’s website

Correct answer is:

• Add demographic and age targeting to show ads to people in this audience

Explanation: With demographic targeting in AdWords, you can reach customers who are likely to be within the demographic groups that you choose

Read more here: https://support.google.com/adwords/answer/2580383?hl=en

 

Tom wants to promote his windshield repair company’s emergency service by reaching people right when they’re searching for help. Which campaign type is a good fit?

• “Search Network with Display Select”
• “Shopping”
• “Search Network only”
• “Display Network only”

Correct answer is:

• “Search Network only”

Explanation: Search Network campaigns are usually focused on getting people to take action such as clicking your ad or calling your business. These campaigns show ads to people who are actively seeking out information. When someone is intentionally seeking out a product or service like yours, they’re much more likely to find your ad helpful, and click it.
A Search Network campaign may be a good option for you if you meet one or more of the following criteria:

You want your ads to appear near Google search results
You only want to reach customers searching for your specific product or service
Read more here: https://support.google.com/adwords/answer/6340430?hl=en

 

By monitoring ad campaign performance, an advertiser may obtain the information needed to:

• create additional AdWords accounts for low-performing keywords
• create duplicate ad groups with identical keywords and different ad variations
• compare campaign performance to that of individual competitors
• determine if campaigns are meeting overall marketing and conversion goals

Correct answer is:

• determine if campaigns are meeting overall marketing and conversion goals

 

What’s one of the main benefits of using ad extensions?

• Extensions increase your reach by showing your ad on more advertising networks
• Extensions ensure a higher clickthrough rate (CTR) because they make your ad more prominent
• Extensions provide additional information to make your ads more relevant to customers
• Extensions are automated so you don’t have to create your ads

Correct answer is:

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

Explanation: Better return on investment: Extensions can help improve the clickthrough rate (CTR) of your ads. More clicks means more customer traffic.

Read more here: https://support.google.com/adwords/answer/2375499

 

An advertiser wants to increase the Quality Score of a low-performing keyword. Which approach would you recommend?

• Repeat the keyword as many times as possible in the ad text.
• Delete the keyword and add the keyword to the campaign again
• Modify the ad associated with that keyword to direct to a highly-relevant landing page
• Increase the daily budget for the campaign in which the keyword is located

Correct answer is:

• Modify the ad associated with that keyword to direct to a highly-relevant landing page

Explanation: It’s time to identify poor-performing keywords and make them work harder for you. You’ll want to improve the relevance of your keywords to help boost their Quality Scores, or modify the match type for ones that aren’t helping you meet your advertising goals, or delete duplicate keywords in your account. You can also filter your performance data to find low-performing keywords.

Read more here: https://support.google.com/adwords/answer/2453976?hl=en

 

A client who owns an online running shoe store wants to drive sales of a particular model of women’s running shoes. What keywords should you include in this client’s keyword list to help achieve their goal?

• Specific terms about the benefits of running
• Specific terms about the shoe brand and model your client is selling
• Generic terms about running and running shoes
• Generic terms about different types of women’s shoes

Correct answer is:

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

 

One of your clients wants to know why a campaign went over the specified daily budget several days in a row. What would you explain to your client about how the AdWords system works?

• AdWords automatically increases the maximum cost-per-click (CPC) bid to show an ad higher in Google search results
• Due to changes in traffic, AdWords allows up to 20% more impressions in a day than the budget specifies
• To show an ad more often, AdWords charges more than the average daily budget amount multipled by 30.4
• Due to changes in traffic, AdWords allows up to 20% more clicks in a day than the budget specifies. However, in any given month, AdWords never charges more than the average daily budget amount multiplied by 30.4

Correct answer is:

• Due to changes in traffic, AdWords allows up to 20% more clicks in a day than the budget specifies. However, in any given month, AdWords never charges more than the average daily budget amount multiplied by 30.4

Explanation: When your ads are shown more often, your total daily cost might be up to 20% more than your average daily budget. However, you won’t be charged more than your average daily budget multiplied by the average number of days in a month (30.4).
Read more here: https://support.google.com/adwords/answer/2375423?hl=en

Which of the following would you use to show two date ranges on the same graph?

• Data comparison
• Secondary dimension
• Plot rows
• Pivot table
• Motion chart

The Correct Answer is:

• Data comparison

Explanation: The date range selector at the top right of your report pages allows you to select a date range, and optionally to compare that range to another one, so you can see data for different time periods in your reports

You can read more here: https://support.google.com/analytics/answer/1010052?hl=en

_____You want to evaluate the landing pages you are using for Adwords Ads. Which of the following dimensions would be most useful?

• Ad group
• Placements
• Keywords
• Destination URL
• Campaign

The Correct Answer is:

• Destination URL

Explanation: This dimension lets you see the URLs to which you’ve directed users from your AdWords ads, along with any campaign tagging in those URLs.

You can read more here: https://support.google.com/analytics/answer/1247861?hl=en

Which of the following metrics would be most useful in measuring how many conversions were initiated by paid search?

• First Interaction (Click) Conversions
• Conversion Rate
• Assisted Conversion Value
• None of these metrics

The Correct Answer is:

• Assisted Conversion Value

Explanation: In Analytics, conversions and Ecommerce transactions are credited to the last campaign, search, or ad that referred the user when he or she converted. But what role did prior website referrals, searches, and ads play in that conversion? How much time passed between the user’s initial interest and his or her purchase?

The Multi-Channel Funnels reports answer these questions and others by showing how your marketing channels (i.e., sources of traffic to your website) work together to create sales and conversions.

Which of the following reports allow you to identify the terms visitors use to conduct searches within your site?

Search Engine Optimization Report
Keyword Report
Site Search Report
Affinity Categories

The Correct Answer is:

• Site Search Report

Explanation: If you use an internal site search, use the Site Search Report to learn what users are searching for after they are already on your site. You can use this data to improve your conversion rate.

You can read more here: https://support.google.com/analytics/answer/2531545?hl=en

Which two metrics below would be the best KPIs for measuring the performance of an ecommerce business?

• Bounce rate and average session duration
• Pageviews and revenue
• Pageviews and bounce rate
• Revenue and average order value

The Correct Answer is:

• Revenue and average order value

Explanation: The following KPIs (Key Performance Indicators) are commonly used by business in your industry:

ROI YoY (Return on investment, year over year)
CPA YoY (Cost per acquisition, year over year)
ROAS YoY (Return on advertising spend, year over year)
Average transaction value growth YoY
Revenue per product / route / hotel
You can read more here: https://support.google.com/analytics/answer/6155521?hl=en

Which of the following metrics would most strongly suggest a poorly performing landing page?

• Bounce Rate > 90%
• % New Visits > 90%
• Session Duration &gt; 5 minutes
• Bounce Rate < 90%
• None of these answers

The correct answer is:

• Bounce Rate > 90%

Which of the following would you use to send data from a web connected point-of-sale system to Google Analytics?

• javaScript tracking code
• Campaign Tracking parameter
• Google Analytics mobile SDK
• Measurement protocol
• Any of these would be appropriate

The Correct Answer is:

• Measurement protocol

Explanation: A standard set of rules for collecting and sending hits from any internet-connected device to Google Analytics. The Measurement Protocol lets you send data to Google Analytics from any internet-connected device.

You can read more here: https://support.google.com/analytics/answer/6086079?hl=en

Which of following Behavior metrics shows the number of sessions that included a view of pages?

• Bounce Rate
• Unique Visits
• Unique Pageviews
• Pageviews
• Visits

The Correct Answer is:

• Unique Pageviews

Explanation: The unique pageview statistic represents the number of individual users who have loaded a given page per session. Each user is counted only once per session, no matter how many pages are opened by the same user.

You can read more here: https://support.google.com/analytics/answer/2695658?hl=en