________

GOOGLE
ADWORDS
DISPLAY ADVERTISING
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Google AdWords Display Advertising Questions

Display Advertising
This exam covers advanced concepts, including best practices for creating, managing and
optimizing Display campaigns.
120 minutes
100 questions
80% passing score
Validity period of 12 months
1.) Which video ad format does costperview (CPV) pricing apply to?
2.) Which report should advertisers run to see which Display Network properties displayed their ads
and view associated statistics?
3.) Which feature applies to the Display Network but not the Search Network?
4.) Why is it recommended to separate Display Network campaigns from Search Network
campaigns?
5.) When optimizing for the Display Network, a clear calltoaction (CTA) in the ad text is
important in order to:

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Google AdWords Display Advertising Questions

6.) Which best practice is advisable when optimizing ad groups within a placementtargeted display
campaign?
7.) An advertiser who purchases a YouTube homepage masthead ad pays a:
8.) When an advertiser using viewable costperthousand impressions (vCPM) bidding clicks on
his own display ad, Quality Score:
9.) Which report is helpful when using site and category exclusions?
10.) Which builds keyword lists that can be used to show your ads on relevant webpages across the
Display Network?
11.) How long should advertisers wait after creating a new Display campaign before analyzing its
performance?
12.) With TrueView instream, an advertiser pays:
13.) What type of video ads can be created with AdWords for video?
14.) If a display ad has been disapproved, how do you submit a request for another review?
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Google AdWords Display Advertising Questions

15.) An ad's Quality Score on the Display Network will affect:

16.) Where do the majority of AdWords ads on YouTube appear?
17.) An advertiser selling airline tickets has designed an image ad with dropdown menus for
airport departure and arrival locations. Rather than programming the menu to show airports, the
advertiser wants a click on the ad to go to his website. This ad will:
18.) When planning a campaign, the first thing an advertiser thinks about should be:
19.) The Ad gallery allows advertisers to:
20.) An advertiser notices that a Display campaign is receiving a large number of conversions at
certain times and days of the week. Which feature would help this advertiser maximize the number
of conversions received at the campaign's current budget?
21.) Which of these metrics is typically most important in measuring a direct response advertiser's
performance on the Display Network?

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Google AdWords Display Advertising Questions

22.) An advertiser using viewable costperthousand impressions (vCPM) bidding wants to

maximize exposure on a specific set of sites selected for a new campaign. Which is a best practice
when setting up the campaign?
23.) Regarding advertising metrics, auctionbased reports can be reviewed by logging in to
AdWords and reservationbased reports can be reviewed:
24.) An advertiser who sells coffee beans adds the keyword "Java'" to an ad group. After two weeks,
she runs a placement performance report and notices that the ad is showing up on websites about
JavaScript programming. What should she do to avoid appearing on these irrelevant sites?
25.) A direct response advertiser would like to promote a new line of nonstick cookware that is
being sold on an ecommerce site via a display ad. She should choose a landing page for the ad that
features:
26.) When reviewing her display campaign, Gina sees that her clickthrough rate is higher on
weekdays from 10 a.m. to 1 p.m. Which feature could help her be more efficient with her advertising
during this time?
27.) Remarketing is targeting ads to people who've already visited:

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Google AdWords Display Advertising Questions

28.) John is an advertiser concerned about traffic fluctuations in his AdWords for video campaign.
What could be a reason for these traffic fluctuations?
29.) Which allows advertisers to see which sites referred visitors with the most time spent on site?
30.) Ads are likely to be most contextually relevant to the sites on which they appear when using:
31.) Which is the best type of campaign for an advertiser to use to target a set of specific mobile apps
with ads for their website?
32.) When using costperacquisition (CPA) bidding, an advertiser bids using a maximum CPA and
pays by:
33.) True or False: An advertiser can target mobile apps via AdWords.
34.) What's a best practice for creating an effective ad with Ad gallery?
35.) Which ad format is easiest to create and edit, and has the widest reach on the Display Network?

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Google AdWords Display Advertising Questions

36.) An advertiser is running video ads on a placementtargeted campaign. Recently, the play rate
for the video ads has decreased. To understand if the decreased play rate is due to the same viewers
seeing the ad repeatedly and, therefore, not watching the video again, this advertiser should:
37.) An advertiser creates a display ad with Ad gallery. It doesn't show properly in all the sizes the
advertiser wants to use. What should the advertiser do to ensure that it shows in all sizes without
limiting exposure?
38.) Which is a method for evaluating performance of engagement ads created with the Ad gallery?
39.) True or False: Video search behavior is different from traditional search behavior.
40.) An advertiser who's had success with text ads on the Display Network wants to start using rich
media ads. Why should she consider using Ad gallery compared with other tools?
41.) In order to run image or video ads using AdWords, a campaign must be targeting:
42.) If a display ad appears "above the fold," this means that it:
43.) True or False: A best practice for selecting keywords for a TrueView indisplay video campaign
is to use YouTube tags for keywords.
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Google AdWords Display Advertising Questions

44.) Which tool works best to help advertisers automatically find and bid on relevant placements?
45.) When competing for the same ad unit, if the Ad Rank of a costperthousand impressions
(CPM), placementtargeted ad is higher than the combined Ad Rank of all competing keyword
targeted ads, then the:
46.) An advertiser wants a display ad to be eligible to appear on YouTube. The advertiser has
already created a campaign to show only on managed placements within AdWords. What process
does this advertiser need to follow so that the ad becomes eligible to appear on YouTube?
47.) Which automatically optimizes both targeting and bidding based on conversion history to help
find additional conversions for Display Network campaigns?
48.) For advertisers bidding on maximum CPC basis, Quality Score on the Display Network is
evaluated on the:
49.) For an advertiser focused on branding, what are the key success metrics?
50.) In order to use target costperacquisition (CPA) bidding, an advertiser must:

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Google AdWords Display Advertising Questions

51.) Ads on YouTube are bought and sold on an auction basis as well as on a reservation basis at:
52.) Why is it beneficial to include a text ad in the same ad group as an image ad when advertising
on the Display Network?
53.) Managed placements allow advertisers to:
54.) Your client Anna wants to increase the reach and visibility of her ads. Which bidding strategy
would you recommend?
55.) Your client Christina wants to drive traffic to her site. She has returnoninvestment goals and
is already using AdWords conversion tracking. Which bidding strategy would you recommend?
56.) An advertiser who has conversion tracking enabled wants to optimize a campaign that contains
display ads. In order to identify the websites that are generating sales, he should review:
57.) What is a best practice for building ads with the Ad gallery?
58.) True or False: Auction bidding isn't a concern for advertisers using reservations because these
placements are available at a fixed price.

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Google AdWords Display Advertising Questions

59.) A direct response advertiser is primarily interested in generating conversions from a Display
campaign. To get a potentially better return on investment, this advertiser should use:
60.) Costperthousand impressions (CPM) bidding is only available for:
61.) Frequency capping limits the number of times:
62.) On Schedule Indicator (OSI) is:
63.) Which would contribute to a higher Quality Score for a display ad?
64.) Which feature could help advertisers determine if the clicks they are receiving on the Display
Network are valuable?
65.) Someone browsing the Internet sees an AdWords display ad for laptop computers on a Display
Network site, but doesn't click on it. Two weeks later, she's interested in buying a laptop and decides
to visit the site from the ad. She finds the site by doing a Google search, goes directly to it, and buys
a laptop. In this scenario, viewthrough conversions would be valuable for the advertiser because it
could:
66.) Frequency capping gives advertisers the ability to specify a limit to the number of:
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Google AdWords Display Advertising Questions

67.) Viewthrough conversions are available only to:

68.) Advertisers might choose to advertise on YouTube if their goal is to:
69.) True or False: An advertiser can use AdWords to target the YouTube homepage on mobile
devices.
70.) Which is a benefit of using display advertising with Google to build brand awareness?
71.) An advertiser purchasing display advertising through other ad networks can still benefit from
using AdWords display ads because:
72.) An advertiser promoting the release of a film that's entirely in French with no subtitles wants to
advertise on YouTube. He's advertising it heavily in France through a traditional ad campaign, but
wants to ensure that online ads reach the most relevant YouTube audience. Which should he do?
73.) In terms of number of queries, YouTube is the:
74.) What is the best definition of Google display advertising?

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Google AdWords Display Advertising Questions

75.) An advertiser who wants to target specific categories of video content on the Display Network
should:
76.) Which bidding option is best suited for an advertiser focused on direct response marketing
goals?
77.) Advertisers using the Display Network can use the reporting table in the Placements section of
the Display tab to determine the:
78.) For an ad entering an auction on the Display Network, the AdWords system will calculate the
effective costperthousand impressions (eCPM) when there are:
79.) If an advertiser chooses to run ads in image formats, Google will:
80.) True or False: When an advertiser edits an ad extension, all the performance statistics are lost.
81.) Jackie is an advertiser who wants to reach people by using both remarketing and Shoppingads.
What's the best targeting strategy for her?
82.) What can you do by creating a separate campaign that's targeted only to the Display Network?

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Google AdWords Display Advertising Questions

83.) Display inventory on the Display Network is published by AdSense or:

84.) An advertiser is running a placementtargeted campaign on YouTube, and is consistently
reaching the campaign's daily budget. The advertiser is also receiving conversions at the expected
costperconversion. Based on this information, the advertiser should:
85.) Which targeting method allows an advertiser to reach people who have previously visited their
website by showing them relevant ads when they visit other placements on the Display Network?
86.) Which bidding option is best suited for an advertiser focused on branding goals?
87.) What is a benefit of using the Ad gallery to create an image ad?
88.) In order to use remarketing with Google Analytics, you need to:
89.) Which is a benefit of using a Lightbox ad?
90.) Where can you place a client's image and video ads?

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Google AdWords Display Advertising Questions

91.) Your client wants to reach customers who are browsing content relevant to the company's
keywords and highly likely to buy their products. You recommend using the Search Network with
Display Select because the Display option:
91.) How does an extension work on a Display ad?
92.) Your client who sells sports shoes might choose to target a custom affinity audience if he wants
to:
93.) You're setting up a dynamic remarketing campaign for your client who sells educational
products. Which best practice should you follow?
94.) Your client has a Mexican restaurant and wants to increase brand awareness in the local
community. What type of ad would you create to help reach your client's goal?
95.) You might choose to use preferred layouts for dynamic display ads if your client:
96.) Your client wants to reach new parents with ads for organic baby food. What kind of targeting
would you recommend?

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Google AdWords Display Advertising Questions

97.) Hayley's client wants to drive sales of her new cookbook that's about glutenfree desserts. If
Hayley sets up a Display Network campaign that targets potential customers using keywords and
topics and the "Target and bid" setting, her client's ads can show when:
98.) Inmarket audience targeting consists of people:
99.) What's something you can do in Ad gallery to enhance a dynamic display ad?
100.) Which practice would be acceptable under Google's editorial and technical requirements?
101.) In order to use Conversion Optimizer, an advertiser must:
102.) Targeting by topic is a good strategy if your client wants to:
103.) On the Display Network, enhanced costperclick (ECPC) automatically:
104.) An advertiser would benefit from using affinity audience targeting if they want to reach
people:
105.) The dynamic remarketing tag collects data such as:
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Google AdWords Display Advertising Questions

106.) Your client has a cupcake shop in a hardtofind alley in San Francisco. She's advertising on
the Display Network. What's the best way to help people find her?
107.) If you're considering a Display Network campaign and want to estimate the reach of different
targeting options, you'd use:
108.) If your client runs a car dealership and wants to increase brand awareness among auto
enthusiasts, which bidding type would you suggest?
109.) Your client Ali has a car dealership. She wants to reach people who are actively researching
electric cars and ready to buy one. Which type of targeting would you recommend?
110.) A custom Lightbox ad must have a format hosted in:
111.) Which practice would violate Google's editorial and professional requirements?
112.) If you're using remarketing to reach people who've used your mobile app, they see your ads:
113.) Viewable costperthousand impressions (vCPM):

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Google AdWords Display Advertising Questions

114.) Your client Alexa, who sells wedding accessories, is running a text ad on the Display Network.
What might Google automatically include in her ads?
115.) What's needed to create a "Display Network" campaign to start promoting an app in other
apps and on mobile websites?
116.) What's a best practice for building ads with Ad gallery?
117.) Which functionality applies to HTML5 ads?
118.) An ad may not appear correctly on mobile phones if it:
119.) Your client wants to place image and video ads on a wide variety of websites so people will see
them while browsing those sites. Which type of AdWords campaign would be best for that?
120.) When creating a display ad, Ad gallery lets you:
121.) Your client Kevin works for a retailer that sells ecofriendly products. He wants to attract an
audience with an established interest in his message. What type of targeting would you
recommend?

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Google AdWords Display Advertising Questions

122.) To raise awareness of what you're advertising without limiting who might see your ads, you
should:
123.) A Ready Lightbox ad can contain:
124.) Which automatically expands your reach based on your campaign's conversion history to help
get as many conversions as possible?
125.) Which bidding type is only available for ads on the Display Network?
126.) "Engagement" with a Lightbox ad on a mobile phone or tablet is achieved when someone:
127.) You have a friend who has a small business, and she wants to manage her own AdWords
campaign. She has no experience with AdWords and would like to experiment with different
options. Which campaign type would you recommend to start?
128.) Dynamic remarketing lets an advertiser:
129.) If one of your display ad groups isn't serving due to incorrect target and bid settings, what
should you do?

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Google AdWords Display Advertising Questions

130.) For advertisers bidding on a maximum CPC basis, Quality Score on the Display Network is
evaluated on the:
131.) A direct response advertiser is primarily interested in generating conversions from a Display
campaign. To get a potentially better return on investment, this advertiser should use:
132.) In order to use Conversion Optimizer, an advertiser must:

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