Google AdWords Display Advertising Exam Answers

Which bidding type is only available for ads on the Display Network?

• Target cost-per-acquisition (CPA)
• Viewable cost-per-thousand impressions (vcpm)
• Cost-per-view (CPV)
• Maximize clicks

An advertiser selling airline tickets has designed an image ad with drop-down menus for airport departure and arrival locations. Rather than programming the menu to show airports, the advertiser wants a click on the ad to go to his website. This ad will:

• Perform well on the Display Network because it contains relevant information
• Perform poorly on the Display Network because it will frustrate people
• Be resized on the Display Network because it lacks animation elements
• Be disapproved because it mimics a function the ad can’t perform

Your client who sells sports shoes might choose to target a custom affinity audience if he wants to:

• Reach men, women and children of all ages who need any kind of athletic shoes
• Sell high-end running shoes to competitive marathon runners
• Increase brand awareness
• Reach shoppers who are ready to buy right away

In order to use target cost-per-acquisition (CPA) bidding, an advertiser must:

• Be opted in to the Search Network
• Be using viewable cost-per-thousand impression (vcpm) bidding, with a certain number of viewable impressions in the previous 30 days
• Be opted in to the Search Network and youtube
• Have a certain number of conversions in the previous 30 days

Advertisers using the Display Network can use the reporting table in the Placements section of the Display tab to determine the:

• Internet Protocol (IP) addresses of users who have seen their ad
• The site URL where users have seen their ad
• The frequency at which an ad is shown for a given user
• Country of residence of users who have seen their ad

In-market audience targeting consists of people:

• Who are currently researching options and actively considering buying a product or service like yours
• Who are in your overall target demographic group
• Whom you’ve reached through remarketing
• Who are interacting with contextually relevant content

Your client Christina wants to drive traffic to her site. She has return-on-investment goals and is already using adwords conversion tracking. Which bidding strategy would you recommend?

• Cost-per-view (CPV)
• Target return on ad spend (ROAS)
• Viewable cost-per-thousand impressions (vcpm)
• Cost-per-day (CPD)

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?

• Ad gallery lets advertisers include as much text as the advertiser thinks is needed
• Ads built with Ad gallery tend to have lower cost-per-click (CPC) than ads built with other tools
• Ad gallery lets advertisers easily create and change ad text
• Ad gallery’s template ensure that ads blend into the color scheme of any website

A custom Lightbox ad must have a format hosted in:

• Doubleclick Studio
• Adwords
• Doubleclick Campaign Manager
• Doubleclick Studio or adwords

An advertiser who wants to target specific categories of video content on the Google Display Network should:

• Add the keyword ‘video’ to the campaign
• Target the Search Network
• Use video ad
• Use the adwords for Video Tool

You might choose to use preferred layouts for dynamic display ads if your client:

• Wants to choose the features but not the layouts
• Doesn’t care if adwords chooses the layouts and features
• Wants to choose the layouts but not the features
• Wants to choose the layouts and features

Your client wants to reach new parents with ads for organic baby food. What kind of targeting would you recommend?

• In-market audiences using the “Infant & Toddler Feeding/Toddler Meals” category
• Managed placements
• Similar audiences
• Dynamic remarketing

Viewable cost-per-thousand impressions (vcpm):

• Applies to all ads that appear in Google Search and on the Display Network
• Lets you pay only for the impressions that become viewable
• Lets you bid based on adwords’ projected views of your ad
• Counts an ad as “viewable” when 75% of it is visible on the screen for 5 seconds or more

Which tool works best to help advertisers automatically find and bid on relevant placements?

• Targeting optimization
• Keyword Planner
• Display Planner
• Conversion Optimizer

If one of your display ad groups isn’t serving due to incorrect target and bid settings, what should you do?

• Set the targeting for the campaign to “Target all” and resubmit the ad
• Set the targeting for the ad group to “Target all”
• Set the targeting for the ad group to “Broad reach”
• Set the targeting for the ad group to “Bid Only” and at least one targeting method to “Target and bid”

If a display ad has been disapproved, how do you submit a request for another review?

• Email adwords-support@google.com to find out why it wasn’t approved
• Edit your ad so it complies with Google policy and re-save it
• Open and then resubmit the ad
• Click “Re-review display ad”

Remarketing is targeting ads to people who’ve already visited:

• Multiple websites on the Display Network
• Your website after they’ve searched on Google
• Competitors’ websites multiple times
• Your website as they browse websites and use apps on the Display Network

“Engagement” with a Lightbox ad on a mobile phone or tablet is achieved when someone:

• Hovers their finger over the ad for at least 2 seconds
• Watches the ad for at least 2 seconds
• Expands or interacts with the ad
• Watches the ad twice in a rob

What’s needed to create a “Display Network” campaign to start promoting an app in other apps and on mobile websites?

• Prior placement of an ad for the app on the Search Network
• The serial number of the promoted app
• The app package name (Android) and/or app ID (ios) of the promoted app
• The selection of at least two mobile targeting options

What can you do by creating a separate campaign that’s targeted only to the Display Network?

• Set a separate placement bid at the ad group level
• Exclude irrelevant placements and categories
• Set specific maximum cost-per-click (CPC) bids for automatic placements
• Allocate budget and control spend more effectively across campaigns

What functionality applies to HTML5 ads?

• They use interactive content stored in containers and rendered in browsers
• They can’t be viewed on mobile devices
• They’re easy to update and don’t require plug-ins
• They’re easy to update but require plug-ins

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 types of adwords campaign would be best for that?

• Display Network only
• Search Network with youtube Select
• Search Network with Display Select
• Search Network only

The dynamic remarketing tag collects data such as:

• Affinity group characteristics
• Types of pages viewed
• Number of code snippets
• Business ID numbers of visitors

An ad’s Quality Score on the Google the Display Network will affect:

• The Quality Scores for the keywords in that ad group
• The Quality Score for the same ad on Google and the Google Search Network
• The Display Network partners on which the ad is eligible to show
• Whether an ad is eligible to enter the ad auction

An advertiser who sells coffee beans has added 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 the she do to avoid appearing on these irrelevant sites?

• Add negative keywords like “programming” or “Javascript”
• Add the negative keyword ‘Java’ to the ad group so that the ad will stop appearing on javascript sites
• Refine the ad text of the ad so that it is clear that the advertiser is only selling Java coffee
• Only exclude the irrelevant sites that do not directly mention Java coffee that are appearing in the Placement Performance Report

When optimizing for the Display Network, a clear call-to-action (CTA) in the ad text is important in order to:

• Increase overall impressions for the ad
• Identify the traffic to your website that was generated by adwords ads
• Improve the Quality Score of the ad on all Google properties
• Set expectations for customers who are in various stages of the buying cycle

Your client has a cupcake shop in a hard-to-find alley in San Francisco. She’s advertising on the Display Network. What’s the best way to help people find her?

• Add a location extension to her ad
• Advertise on the Search network as well as the Display Network
• Add a map showing her location to her ads
• Prominently feature her street address in bold text

When reviewing her display campaign, Gina sees that there are spikes in traffic to her site on weekdays from 10am to 1pm. With this data, which would help optimize her campaign?

• Ad Rotation
• IP Exclusion
• Ad Scheduling or Bid Adjustment
• Frequency Capping

Which builds keyword lists that can be used to show your ads relevant webpages across the Google Display Network?

• Google Analytics
• Display Campaign Optimizer
• Keyword Planner
• Display Planner

Which is the best type of campaign for advertisers to target a set of specific sites they’ve chosen?

• Demographic targeting
• Keyword contextual targeting
• Placement targeting
• Category targeting

You’re setting up a dynamic remarketing campaign for your client who sells educational products. Which best practice should you follow?

• Use a custom feed
• Use the “Education” business type
• Include “textbooks” and “study guides” as keywords
• Implement the remarketing tag after the body tag

Your client Alexa, who sells wedding accessories, is running a text ad on the Display Network. What might Google automatically include in her ads?

• A promotion from a related business, like a bakery
• A map showing her business location
• A quotation about falling in love
• A photo of a bride

An ad may not appear correctly on mobile phones if it:

• Uses Flash or contains large images
• Uses HTML5
• Isn’t optimized for mobile
• Is in Lightbox format

How does an extension work on a Display ad?

• It adds extra information, like a location or phone number
• It extends the ad below the fold
• It adds a testimonial
• It extends the length of the ad placement

A direct response advertiser would like to promote a new line of non-stick cookware that is being sold on an E-commerce site with a display ad. This advertiser should choose a landing page for the ad that features:

• The entire new line of non-stick cookware
• All non-stick cookware sold on the site
• All cookware sold on the site
• A specific pan within the new line

An advertiser would benefit from using affinity audience targeting if they want to reach people:

• Regardless of their particular interests
• Who’ve already visited their website
• With a very specific interest, for example, avid marathon runners
• With a particular broad interest, for example, sports fans

Targeting by topic is a good strategy if your client wants to:

• Drive sales on his website
• Reach a specific audience
• Control where his ads appear on the Display Network
• Actively manage his budget because he has strict cost-per-acquisition goals

What’s a best practice for creating an effective ad with Ad gallery?

• Create only one ad size for each distinct image
• Use a color scheme that complements your image and brand
• Choose one template and use it for all ads
• Use the same color for the foreground and background of the ad

Which is a method for evaluating performance of engagement ads created with the Ad gallery?

• Funnel Visualization report
• Adsense reports in Google Analytics
• Transaction rate
• Mouseover Rate

For advertisers bidding on maximum CPC basis, Quality Score on the Display Network is evaluated on the:

• Quality Score of all campaigns and regional targeting settings
• Quality Score of keywords across all campaigns and all ad groups
• Click-through rate (CTR) of the ad and relevance of the ad text and keywords to the publisher’s site
• Clickthrough rate (CTR) of all keywords across the account and the relevance of the ad text and keywords to the advertiser’s landing page

Jackie is an advertiser who wants to reach people by using both remarketing and Product Listing Ads. What’s the best targeting strategy for her?

• Create one ad group targeted to both remarketing and Shopping
• Create separate remarketing and Shopping campaigns
• Create a combined remarketing and Shopping campaign
• Create two ad groups: one targeted to remarketing and the other to Shopping

Which practice would be acceptable under Google’s editorial and technical requirements?

• Including a generic phrase like “Buy products, click here”
• Linking to a site that’s under construction
• Showing a URL that doesn’t accurately indicate the landing page, such as “google.com” taking people to gmail.com
• Promoting documented copyrighted content

Having launched her first Search campaign, Asha wants to know just how many calls are being generated from the number in her ads, on her website, or clicks on a phone number on her mobile website. What conversion source should she track?

1. Apps
2. Imports
3. Phone calls
4. Website

You are interested in understanding how clicks leads to a sale on your website. What do you call a click that leads to a sale on your site?

1. Cost-per-click
2. Impression
3. Clickthrough rate
4. Conversion

When should you use automated bidding?

1. If you had 10-50 conversions over 15 days in a single-campaign
2. If you had 50-100 conversions over 30 days in a single-campaign
3. If you had 5-10 conversions over 30 days in a single-campaign
4. If you had 50-100 conversions over 15 days in a single-campaign

Which ad format is recommended for building awareness?

1. Display ads with location extensions
2. Image ads
3. Dynamic image ads
4. Universal app campaigns

A running shoe company wants to reach “avid marathon runners” instead of just “sports fans” which targeting method should this advertiser use?

1. Affinity audiences
2. Custom affinity targeting
3. Demographic targeting
4. Managed placements

You’re seeking an ad format to support influencing consideration for your brand. You’d also like the ad to automatically adjust its size, appearance, and format to fit available ad spaces and better fit content users came to see. Which ad format suits these needs?

1. Responsive ads
2. TrueView ads
3. Lightbox ads
4. Standard image ads

What targeting options are available on display Network?(choose 2)

1. Remarketing lists for search ads (RLSA)
2. Connections targeting
3. Demographic targeting
4. Affinity audiences

Your budget is $500 a month, your goal is to drive visits to your site, and your average sale price is around $10. Which bidding strategy is best for you?

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

What does remarketing allow you to do? (choose 2)

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

If john is setting up a new video campaign, which manual bidding strategy should he use?

1. Cost-per-engagement
2. Cost-per-click
3. Cost-per-view
4. Cost-per-thousand-viewable impressions

What is your advertising objective if you want to ensure your content catches the eye of the people who want what you offer?

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

What is your advertising objective if you’ve just launched a product and would like to show your ads to a varied group of consumers?

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

You’re running campaign for a shoe company and notice that the sales tends show many customers are adding shoes to their shopping cart, but not buying them. How can you bring those customers back to actually buy the shoes?

1. Create a remarketing list segment for shopping cart abandoners
2. Launch a new search campaign
3. Launch a new marketing video
4. Send an email blast to all of newsletter subscribers

James has campaign for an online training course and wants to understand how his campaigns are driving course sales and lesson sign-ups. What information can he learn from conversion tracking? (choose 2)

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

You’d like to show your ads to customers who live in a specific region or country and speak German. Which targeting method can you use?

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

How many websites are part of the Google Display Network?

1. 500K+ websites
2. 1M +websites
3. 100K+ websites
4. 2M+ websites

There’s no one recommended bid amount that works best for everyone. Which factors do you need to consider when choosing a bid amount (select 3)

1. Your campaign type
2. Cost of your keywords
3. Your profile
4. Competitor’s products

How long should advertisers wait after creating a new Display campaign before analyzing its performance?

1. 1-2 weeks
2. 1 month
3. 2-3 days
4. 1 year

You’d like to create remarketing lists based on your customer’s journey through your website so that you can target them with different bids or ads. Which category describes the users that visited your homepage, but didn’t move any further into your site?

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

What are the key benefits of using the Google Display Network?(Choose 2)

1. Massive reach, you can advertise on any website
2. Placing your ads on google.com
3. Influence consideration
4. Sophisticated reporting to measure performance

You’ve just opened your new bakery shop in Paris, and would like to have more customers in your shop. Which bid strategy do you need to select when setting up your campaign to get the required results

1. Enhanced cost-per-click (ECPC)
2. Cost-per-view (CPV)
3. Cost-per-enagement (CPE)
4. Viewable cost-per-thousand impressions (VCPM)

You’d like to show your ads to users searching for custom t-shirts. Which targeting method can you use?

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

Which ad format is recommended for driving action?

1. Image ads
2. Responsive ads
3. Lightbox ads
4. TrueView ads

What is the reach of the Google Display Network?

1. Over 50 percent of global internet users
2. Over 60 percent of global internet users
3. Over 40 percent of global internet users
4. Over 90 percent of global internet users

Which ad format is recommended for getting more users for your app, as well as finding users who are likely to complete in-app actions?

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

Which manual bidding strategy can you use to increase your reach?

1. Cost-per-engagement
2. Cost-per-thousand-viewable impressions
3. Cost-per-thousand viewable impressions
4. Cost-per-click

Why would an advertiser use sitelinks?

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

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

1. They should use location targeting
2. They should create remarketing lists for search ads
3. They should use placement targeting
4. They should use device targeting

Which targeting option can help you reach people who’ve previously visited your website?

1. Interest category targeting
2. Remarketing
3. Demographic targeting
4. Device targeting

What is the Google Network?

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

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

1. Cost-per-click (CPC)
2. Cost-per-acquisition (CPA)
3. Cost-per view (CPV)
4. Cost-per-thousand viewable impressions (vCPM)

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

1. Contextual targeting
2. Demographic targeting
3. Keyword targeting
4. Interest category targeting

How much are you charged for a click on your AdWords ad?

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

Which two metrics help show you how many people found your ad compelling enough to actually click on it and visit your website? (Choose 2)

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

Let’s say your cost-per-click is $0.05 on average and you want around 200 clicks per day. What should you set as your daily budget?

2. $2.50
3. $5
4. $25
5. $10

What value is used to determine whether your ad will show on a page and, if so, the ad’s position?

1. Ad Rank
2. Ad Score
3. Quality Factor
4. Quality Score

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

1. Change the ad delivery method from “Standard” to Accelerated”
2. Increase her daily budget
3. Segment her campaign performance by time of day
4. Change the ad delivery method from “Accelerated” to “Standard”

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

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

A conversion is:

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

How much are you charged for a click on your AdWords ad?

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

If you bid $2 for a click and the next highest bid is $1.25, how much will you pay?

1. $1
2. $1.24
3. $1.26
4. $2

How are negative keywords different from other keywords?

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

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

1. Paid & organic report
2. Auction insights report
3. Search terms report
4. Time segmentation report

How are rich media ads different from other ad formats?

1. They are displayed on the Search Network
2. They are static image ads
3. They are a type of text ad
4. They are ads with animation or other types of motion

All of these were recommended to help build a faster site except?

1. Site works on a range of screens and devices
2. Optimized content delivery
3. Implementation of AMP ( Accelerated Mobile Page) best practices
4. Customer surveys about site performance

Why should you build a mobile site or app instead of just resizing your desktop site for a smaller screen?

1. It’s a cheap way to provide a narrower set of options to mobile customers
2. Mobile browsers aren’t powerful enough to load most desktop sites
3. Mobile users don’t need all the features a website can offer.
4. Desktop sites typically don’t load quickly on mobile devices

How does AdWords data-driven attribution give credit for conversions?

1. Its uses the linear model to credit conversion equally across all clicks on the path
2. It gives 40 percent credit to the first click and spreads the remaining 60 percent across all other clicks in the conversion path
3. It gives more credit to clicks that happened closer to the conversion
4. It uses your unique account data and machine learning technology to distribute credit between ad clicks according to which were most critical to the conversion

Call-only ads are like ad call extensions in that they let you start a call with a touch. How are they different from ad call extensions?

1. Call-only ads cost more, but reach farther
2. Call-only ads don’t include a link to a mobile site
3. Call-only ads don’t appear on mobile devices
4. Call-only ads run for shorter duration than ad call extensions

Marissa is the marketing lead for a popular free-to-play mobile game. Her goal is to increase revenue that her company earns from in-game purchases. What should Marissa optimize for in her universal app campaign?

1. Google Play Store optimization’
2. Get new users for her app
3. Get new users who most likely complete in-app actions
4. Target cost per install (tCPI)

Where can universal app campaigns run?

1. Within other apps, also known as in-app
2. Only on the Google Play Store
3. On the Search and Display Network and YouTube
4. Only on AdMob

AdWords Smart Bidding uses machine learning and your account data to help you

1. Make informed bidding decisions and value mobile accurately
2. Prevent your total spend from surpassing the hard limit you set
3. Let you adjust your bids manually, so you’re visible when customers are looking for you
4. Limit your bids to the times of day when competition for ad space is lowest

How can you re-engage users who have abandoned your app after their first use?

1. Offer deeper discounts to entice visitors
2. By offering store credit for users who click your ads
3. Remarket to app users with a compelling message across search, display, and video
4. By engaging users who visit your desktop website

A newer kind of mobile site can do a lot of what only apps used to do, so the line has blurred between sites and apps. What are these sites called?

1. Mobile Site Apps
2. Enhanced Mobile Sites
3. Progressive Web Apps
4. Progressive sites

A tech-savvy musician, Josef wants to create his first video ad and he has budget to do so! Although he’s a bit concerned about the actual filmmaking part, he is excited to make this ad himself using YouTube’s director app. Which app feature best supports his need?

1. The app is available at no cost to him or any businesses –big or small
2. It’s mobile-friendly, so he can easily create his video footage on the go
3. It helps connect him with local filmmakers for hire
4. It offers 100+ ready-to go video templates designed for a variety of businesses, including his

You’re an agency that needs to know the technical specifications to build and implement your upcoming video campaign. Where can you go to find out how each ad format works, creative submission timelines, technical specifications, reporting, and third-party tracking capabilities?

1. In the Google Display Specification site
2. Through a Google representative
3. In the AdWords Help Center
4. Through the third-party request form

What tool measures brand metrics along the marketing funnel like brand consideration or purchase intent?

1. Video Performance Data
2. AdWords Reporting
3. YouTube Analytics
4. Google Brand Lift

What is Google’s programmatic buying platform?

1. YouTube
2. AdWords
3. Google Analytics
4. DoubleClick Bid Manager

What percentage of video views on YouTube come from mobile devices?

1. Almost 25%
2. Almost 15%
3. More than 60%
4. More than 75%

An advertiser using viewable cost-per-thousand impressions (vcpm) bidding wants to maximize exposure on a specific set of sites selected for a new campaign. Which is a best practice when setting up the campaign?

• Create a campaign for each website
• Set bids at the ad group or campaign level
• Choose websites that represent a variety of themes
• Set bids on individual placements

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:

• Uses keywords to target web pages with relevant content and uses predictive models to determine which pages are most likely to result in conversions
• Optimizes keywords and applies affinity targeting conversion models to target ads
• Uses dynamic placement to target web pages and applies predictive conversion models to target ads
• Optimizes affinity targeting to place ads on all relevant web pages

Where can you place a client’s image and video ads?

• On the Display Network only
• On the Search Network only
• On the Search Network and youtube
• On the Search and Display Networks

The Ad Gallery allows advertisers to

• Download and edit display ads created by third party developers
• Edit and manipulate images and video footage to be used in their display ads
• Create display ads to be used in any online or offline format
• Use templates to create display ads at scale

To raise awareness of what you’re advertising without limiting who might see your ads, you should:

• Add multiple targeting methods and use the “Target and bid” setting
• Set a topic bid adjustment to show your ads on multiple pages about a specific topic
• Set a mobile bid adjustment to reach more customers on mobile devices
• Add multiple targeting methods and use the “Bid only” setting

If you’re considering a Display Network campaign and want to estimate the reach of different targeting options, you’d use:

• Keyword Planner
• Google Analytics
• Ad Preview and Diagnosis
• Display Planner

Haley’s client wants to drive sales of her new cookboook that’s about gluten-free desserts. If Hayley sets up a Display Network campaign that targets potential customers using keywords and topics and the “Target and bid” setting, her client’s ads can show when:

• Only the keywords match
• Only the topics match
• The keywords and bid match
• The keywords and topics match

If your client runs a car dealership and wants to increase brand awareness among auto enthusiasts, which bidding type would you suggest?

• Target cost-per-acquisition (CPA)
• Viewable cost-per-thousand-impressions (vcpm)
• Cost-per-view (CPV)
• Cost-per-day (CPD)

Which of these metrics is typically most important in measuring a direct response advertiser’s performance on the Google Display Network?

• Clicks
• Impressions
• Conversions
• Cilckthrough Rate (CTR)

When an advertiser using viewable cost-per-thousand impressions (vcpm) bidding clicks on his own display ad, Quality Score:

• Is not affected because the click is automatically filtered out by Google’s invalid click technology
• Improves for that placement because the vcpm bid decreases
• Improves for that placement because the clickthrough rate (CTR) increases
• Is not affected because clickthrough rate (CTR) is not a factor with vcpm bidding

Which automatically expends your reach based on your campaign’s conversion history to help get as many conversions as possible for Display Network campaigns?

• Aggressive targeting
• Google Analytics
• Ad Preview and Diagnosis tool
• Display Planner

What’s something you can do in Ad gallery to enhance a dynamic display ad?

• Add a flashing border
• Upload your own call-to-action button
• Make the call-to-action button blink
• Customize your logo and colors

If you’re using remarketing to reach people who’ve used your mobile app, they see your ads:

• While browsing and using Google Maps
• Each time they re-use your mobile app
• When they enter search terms for products like yours on a mobile device
• While using other mobile apps on the same mobile or tablet device

Which is a benefit of using a Lightbox ad?

• You can run it on both the Search and Display Networks
• You can use any Display Network targeting method
• There’s no cost for engagement with the ad
• You can be charged only for click-throughs

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?

• Search Network only
• Search Network with Display Select
• Display Network with Search Select
• Display Network only

Your client Kevin works for a retailer that sells eco-friendly products. He wants to attract an audience with an established interest in his message. What type of targeting would you recommend?

• Demographic targeting
• Contextual product targeting
• The “Green Living Enthusiasts” affinity audience
• Gender targeting

< On the Display Network, enhanced cost-per-click (ECPC) automatically:

• Sets bids to help you get as many conversions as possible
• Adjusts your manual bid up or down based on each click’s likelihood to result in a conversion
• Sets bids to maximize your conversion value while trying to reach an average return on ad spend
• Sets bids to help you get the most clicks within your target spend amount

In order to use Conversion Optimizer, an advertiser must:

• Have a certain number of conversions in the previous 30 days
• Be opted in to the Search Network and youtube
• Be opted in to the Search Network
• Be using viewable cost-per-thousand impressions (vcpm) bidding, with a certain number of viewable impressions in the previous 30 days

Someone browsing the internet sees Google Adwords display ad for laptop computers on a Google Display Network site, but does not click on it. Two weeks later, the user is interested in buying a laptop computer and decides to visit the site from the ad. The user finds the site by performing a Google search, goes directly to the site, and purchases a laptop. Implementing view-through conversions would be valuable for the advertiser because it could:

• Track the IP addresses of the users who saw the ad
• Measure the number of conversions that are associated with ad impressions
• Track the number of users who saw the ad but did not convert
• Measure the number of potential clicks that are associated with ad impressions

Which practice would violate Google’s editorial and professional requirements?

• Showing a valuetrack tag in the text
• Including a question mark in the headline
• Directing people to a page other than the advertiser’s homepage
• Including a border on the ad

Your client has a Mexican restaurant and wants to increase brand awareness in the local community. What type of ad would you create to help reach your client’s goal?

• A text ad with a call extension on the Search Network
• An interactive Lightbox display ad on the Display Network that’s focused on the restaurant’s most popular menu items
• A text ad with keywords describing the most popular menu items, like “fish tacos” on the Search Network
• An image ad featuring a drawing of the restaurant on the Display Network

In order to use remarketing with Google Analytics, you need to:

• Have a goal conversion rate of 20%
• Have your Google Analytics and adwords accounts linked
• Have at least one active adwords account
• Have a goal conversion rate of 30%

When creating a display ad, Ad gallery lets you:

• Automatically create a display ad from existing ad text
• Extend a Display campaign’s reach to Google search partners
• Choose from existing design templates
• Automatically adjust image content based on campaign performance

A Ready Lightbox ad can contain:

• A video and images
• Adult-oriented content
• A 3-D game
• Just text with no image

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 Google Display Network?

• Interest category
• Remarketing
• Topic
• Placement

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?

• Demographic targeting
• A broad affinity audience
• In-market audiences
• Dynamic remarketing

Ads are more likely to be contextual relevant with the sites they’re on using:
Topic Targeting




An ads Quality Score on the Google Display Network will affect:
Whether an ad is eligible to enter the ad auction


Which is a method for evaluating performance that is only available for display ads created with the display ad builder?
Mouseover rate


A direct response advertiser would like to promote a new line of non-stick cookware that is being sold on an e-commerce site with a display ad. This advertiser should choose a landing page for the ad that features:
The entire new line of non-stick cookware


Which of the following is typically most important in measuring a direct response advertiser’s performance on the Google Display Network?
Conversions


When planning a campaign, the first thing that an advertiser should think about should be:
The advertiser’s goals


Which is benefit of using display advertising with Google to build brand awareness?
Expansive network of diverse sites


For an advertiser focused on branding, what are the key success metrics?
Reach and Frequency


A direct response advertiser is primarily interested in generating conversions from a display campaign. To get the best return on investment (ROI), this advertiser should use:
Conversion Optimizer




Which bidding option is best suited for an advertiser focused on branding goals?
Cost-per-thousand impressions


Why is recommended to separate Display Network campaigns from Search Network campaign?
Different campaign settings may be more effective on different networks




Which is a unique benefit of creating a separate campaign that is only targeted to the Google Display Network?
Allocate budget and control spend more effectively across campaigns




On Schedule Indicator is:
The percent likelihood the campaign will deliver all impressions booked




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?
Ad Scheduling




Jackie is an advertiser that wants to target by using both Remarketing and Product Listings. What is the best targeting strategy for Jackie to execute this?
Create two campaigns: one targeted to “Display – Remarketing” and the other targeted to “Search – product Listings”


How long should advertisers wait after creating a new display campaign before analyzing its performance?
2-3 weeks


Which is the best type of campaign for advertisers to target a set of specific sites they’ve chosen?
Placement targeting



True or False: When an advertiser edits an ad extension within an Enhanced Campaign, then all the performance statistics are lost
False



Which tool is best suited to aid an advertiser that does not want to do the work of finding and bidding on placements?
Display Campaign Optimizer


When reviewing her display campaign, Gina sees that there are spikes in traffic to her site on weekdays from 10am to 1pm. With this data, which would help optimize her campaign?
Ad Scheduling



Which automatically optimizes both targeting and bidding to help find additional conversion for Display Network campaigns?
Display Campaign Optimizer


What is it beneficial to include a text ad in the same ad group as an image ad when advertising on Google Display Network?
It ensures maximum coverage, as some publishers do not accept all ad formats.






Which best practice is advisable when optimizing ad groups within a placement-targeted display campaign?
Group placements with similar themes into the same ad group




An advertiser who sells Java coffee beans has added the keyword ‘Java’ to an ad group. After two weeks, the advertiser runs a Placement Performance Report and notices that the ad is showing up on website related to javascript programming. What should the advertiser do in order to avoid appearing on these irrelevant sites and other sites related to Javascript programming?
Add negative keywords like “programming” or “Javascript”




Managed placements allow advertisers to:
Bid differently for specific placements on the Google Display Network




An advertiser selling airplane tickets has designed an image ad with drop-down menus for departure and arrival airport locations. Rather than programming the drop-down menu to show actual airports, the advertiser wants a click on the ad to take the user to his or her website. This ad will:
Be disapproved because it mimics a function the ad cannot perform



An advertiser creates a display ad with the display ad builder. The ad does not display properly for all of the ad sizes that the advertiser wishes to use. What should the advertiser do to ensure that the ad can be shown in all ad sizes without limiting exposure?
Create new display ads that will work well with the ad sizes that are not working properly.




Which builds keyword lists that can be used to show your ads on relevant webpages across the Google display network?
Contextual targeting tool

In this TrueView discovery ad, Amir wants to invite people to click to watch his YouTube video about a DIY home improvement project. What call to action language gives learners a reason to take action?

1. Learn how to build a table
2. Click here
3. Start now
4. Download this

What does digital media offer that TV advertising does not?

1. Upfront deals
2. Real-time optimization
3. Demographic targeting
4. Reach

What’s the first step when determining the right video solution for your campaign?

1. Choose the video solution that drives that goal
2. Optimize your campaign
3. Determine your campaign goals
4. Find the KPI’s that measure your goal

Jared would like to use video remarketing to re-engage his current YouTube audience with a new product release. What’s the critical step he needs to take within AdWords to start a video remarketing campaign?

1. Set the membership duration to Open to ensure he captures all users for an open ended period iof time, even new ones
2. Select the viewer actions he wants to target for his list
3. Link his current AdWords account to his existing YouTube channel
4. Add the remarketing list to his campaign

Yoko wants to re-generate prior customers who’ve visited her YouTube channel but haven’t downloaded the shopping app. What can she identify to make a video remarketing list?

1. Ad impressions, users who have downloaded the app
2. Users who have subscribed to her company’s video channel, users who haven’t downloaded the app
3. Ad impressions, users who haven’t downloaded the app
4. Ad impressions, users who have subscribed to her company’s video channel

———- is used to measure video campaigns.

1. Cost-per-view (CPV) bidding
2. Cost-per-acquisition (CPA) bidding
3. Cost-per-thousand-impressions (CPM) bidding
4. Cost-per-click (CPC)bidding

In setting up her latest video campaign on YouTube, Susan is faced with the Video targeting tab and a myriad of audience settings. What strategy should she adopt to optimize her campaign’s view rates?

1. Start broad- adjust the settings to reach a wide audience , test, and then refine the settings based on the performance data
2. Take it easy – to start, simply go with the default targeting settings while getting used torunning an AdWords video campaign
3. Use what you know – adjust the settings to mimic those used for a prior successful video campaign
4. Maximize for success – take advantage of each setting to narrow things down based on the insights you’ve uncovered on your ideal audience

Which of these formats can be booked cross-screen(mobile and desktop)?

1. Rich Media Custom Mastheads
2. Video Mastheads
3. Rich Media Layouts Mastheads
4. Video Media Layout Mastheads

You are leading a brand awareness campaign for a car company, and you’d like to create buzz for your new model. Which metrics do you need to look at in your reports?

1. Impressions and conversions
2. Clickthrough rate and cost-per-click
3. Conversion delay and cost-per-click
4. Impressions, reach, frequency

You are interested in understanding how campaigns are driving traffic to your site. What metric would you look at to see how often people who see your ad end up checking it?

1. Clickthrough rate
2. Cost-per-click
3. Conversion
4. Cost-per-acquisition

Which targeting option allows you to re-engage with people who visted your site by serving them ads containing the products they viewed on their visit?

1. Similar audiences
2. Topic targeting
3. Dynamic remarketing
4. In-market audiences

How should an adviser with store in both India and Germany set up an AdWords accounts to target users in these different locations?

1. Create two separate ad groups, each targeting one of these locations
2. Create two separate campaign, each targeting one of these locations
3. Create two separate accounts, one for each of these locations
4. None of the above AdWords can’t target users in specific locations

Brian wants to know what would’ve happened if he’d selected different bid amounts in his Shopping campaign. He should:

1. Set up enhanced cost-per-click(ECPC) bidding
2. Customize the statistics tables on the Campaign page
3. Use the Bid Simulator
4. Use the priority setting in his Shopping campaign

You can use custom labels to:

1. Subdivide a product by specific features that you decide
2. Have Google subdivide your product into specific relevant categories
3. List specific features in your Shopping ads
4. Target different countries within the same Shopping campaign

Google Merchant Center is used for:

1. Setting up campaign bidding priorities
2. Managing conversion tracking
3. Uploading product data feeds
4. Editing your Shopping campaign’s product groups

What can you use to connect with people based on their purchase intent?

1. Similar audiences
2. Customer Match
3. Custom affinity audiences
4. Google’s in-market audiences

Google helps marketers connect with people using what three kinds of data?

1. Declared, social, and offline
2. Declared, matched, and demographic
3. Passion, purchase intent, and personalization
4. Demographic, purchase intent, and declared

What are the three components in the YouTube ecosystem?

1. Fans, publishers, and advertisers
2. Brands, publishers, and advertisers
3. Creators, agencies, and publishers
4. Fans, creators, and advertisers

Which is the best tip for optimizing a TrueView video for viewer engagement?

1. Increase each target group’s bid by 100%
2. Add exclusions to the campaign
3. Run both an in-stream and a video discovery version of the ad
4. Look at engagement rate for targeting and focus on the methods with highest view through rate

You work for an advertiser or agency with an upfront deal. What is the best way to reserve Google Preferred inventory?

1. Through a third-party provider
2. Through a Google representative
3. YouTube
4. AdWords

Sebastien wants to get a good read on how his users are interacting with his videos across different geographies of his target demographic. For example, it would be helpful to know what calls-to-action are driving higher clickthrough rates. In which report of YouTube Analytics would he be able to access this kind of data?

1. Engagement report
2. Likes and dislikes report
3. Audience retention report
4. Watch time report

What’s the view of an AdWords campaign that shows 10,000 impressions, 900 views, and 300 clicks?

1. 09
2. 2
3. 11
4. 02

TrueView in-stream ads can appear on:

1. YouTube Mastheads
2. Google search results and YouTube watch pages
3. The Google Play Store
4. YouTube watch pages

Video advertising on YouTube lets you:

1. Pay a single monthly fee
2. Use pay-per-report analytics and pay for click-throughs ads
3. Use pay-per-report analytics and pay a single monthly fee
4. Use free video analytics

Which is a good app design practice?

1. Zoom viewers in automatically for app content you know is most important
2. Get users to enter valuable user profile information immediately when they first open the app
3. Make previous searches and recent purchases readily available
4. Don’t interrupt users when they make mistakes completing forms, wait until they submit and provide a single report with all errors

Why should you build a mobile site or app instead of just resizing your desktop site smaller screen?

1. Mobile browsers aren’t powerful enough to load most desktop sites
2. Desktop sites typically don’t load quickly on mobile devices
3. Mobile users don’t need all the features a website can offer
4. It’s a cheap way to provide a narrower set of options to mobile customers

How does AdWords data –driven attribution give credit for conversions?

1. It gives 40 percent credit to the first click and spreads the remaining 60 percent across all other clicks in the conversion path
2. It uses the linear model to credit conversions equally across all clicks on the path
3. It gives more credit to clicks that happened closer to the conversion
4. It uses your unique account data and machine learning technology to distribute credit between ad clicks according to which touchpoints were most critical to the conversion

These are all key to good mobile site design except?

1. Easy search
2. Easy conversion
3. Easy user customization
4. Easy navigation

Call conversions, which can be tracked by businesses in eligible countries, can be used track calls from users who visited a website from any source.

1. False
2. True

Which kind of targeting can help deliver ads to mobile users when they’re physically needed your business location?

1. Ad schedule targeting
2. Keyword targeting
3. Location targeting
4. Profile targeting

Call-only ads are like ad call extensions in that they let you start a call with a touch. How are they different from ad call extensions?

1. Call-only ads run for shorter durations than ad call extensions
2. Call-only ads don’t include a link to mobile site
3. Call-only ads cost more, but reach farther.
4. Call-only ads don’t appear on mobile devices

What does a call extension let users do that call-only ads do not?

1. Click through to your mobile site instead of calling.
2. Easily save the number to their phone’s contact list.
3. Choose from two different numbers to call.
4. Easily schedule a call-back from the advertiser when the line is busy.

What is a reason many advertisers end up undervaluing mobile’s contribution to conversions?

1. Many in traditional retail are not mobile users.
2. They don’t use AdWords
3. They use a last-click attribution model to measure performance, which ignores clicks earlier in the conversion path that may come from other devices
4. No one has figured a way to “see” mobile’s contribution yet.

Which manual bidding strategy can you use to increase your reach?

1. Cost-per-click
2. Cost-per-engagement
3. Cost-per-thousand-viewable impressions
4. Cost-per-thousand-viewable impressions

You are interested in understanding how campaign are driving traffic to your site. What metric would you look at to see how often people who see your ad end up clicking it?

1. Conversion
2. Cost-per-click
3. Clickthrough rate
4. Cost-per-acquisition

Which bidding strategy should use you if you want to increase revenue from your ads?

1. Target cost-per-action (CPA)
2. Enhanced cost-per-click (ECPC)
3. Maximize clicks
4. Target return on ads spend (ROAS)

When should you use automated bidding?

1. If you have had 50 -100 conversions over 15 days in a single campaign
2. If you have had 10 -50 conversions over 15 days in a single campaign
3. If you have had 50 -100 conversions over 30 days in a single campaign
4. If you have had 5 -10 conversions over 30 days in a single campaign

When competing for the same ad unit, if the Ad Rank of a cost-per-thousand impressions (CPM), placement-targeted ad is higher than the combined Ad Rank of all competing keyword-targets ads, then the:
Placement-targeted ad will be the only ad to appear in the unit.


An advertiser who has seen success on the Google Display Network with text ads wants to start using display ads for a seasonal advertising campaign. The advertiser has a medium-sized creative team to create these ads. Why should this advertiser consider using Google’s display ad builder tool as opposed to other tools?
Display ad builder will allow the advertiser to easily create and change creative messaging.




When optimizing for the Google display network, a clear call-to-action in the ad text is important to:
Set expectations for users who are in various stages of the buying cycle




The display ad builder allows advertisers to:
Use templates to create display ads at scale




Which is a best practice for creating an effective ad using the display ad builder?
Use a color scheme that complements your image and brand




Jimmy is a surfing company’s brand manager, and is implementing his video campaign. When selecting his video still, which is the best to demonstrate that the video is a short surfing video?
When the surfer paddles out to the wave




Which would contribute to a higher Quality Score for a display ad?
Fast landing page load time




What is the best practice for building ads using the display ad builder?
Add a visible display URL

What is a benefit of using the display ad builder to create an image ad?
Ability to choose from pre-existing design templates




If a display ad has been disapproved, how does an advertiser submit a request for another review?
Save the edited ad or upload a new ad in adwords




When using CPA bidding, an advertiser bids using a maximum CPA an pays by:
Click

True or False: Auction bidding is not a concern for advertisers using reservations, as these placements are fixed a price.
True

Christina is an advertiser that wants to drive traffic to her site, has return on investment goals, and is already using Adwords Conversion tracking. Which bidding strategy is best for Christina?
Cost Per Click (CPC)




For advertisers bidding on a maximum CPC basis, Quality Score on the Google Display Network is evaluated on the:
CTR of the ad and the relevance of the ad and keywords to the publisher’s site




Which bidding option is best suited for an advertiser focused on direct response marketing goals?
Cost-per-Click (CPC)




When advertisers who are using cost-per-thousand impressions (CPM) bidding click on their own display ads, Quality score:
Is not affected because CTR is not a factor with CPM bidding




Cost-per-thousand impressions (CPM) bidding is only available for:
Campaigns that target the Google display network




An advertiser using cost-per-thousand impressions (CPM) bidding wants to maximize exposure on a specific set of sites that have been selected for a new campaign. Which is a best practice that this advertiser should employ when setting up the new campaign?
Set bids at the group or campaign levels

Anna is an advertiser that wants to increase the reach and visibility of her ads. Which bidding strategy is best for Ana?
Cost-per-impression (CPM)




In order to use the Conversion Optimizer, an advertiser must:
Be using CPC biding




An advertiser wants a display ad to be eligible to appear on You Tube. The advertiser has already a campaign set to show only on managed placements within adwords. What process does this advertiser need to follow for the ad to be eligible to appear on You Tube:
Select youtube.com or specific sections within youtube where the ads will appear.




Where do the majority of adwords ad on youtube appear?
Watch pages




In terms of numbers of queries, youtube is the:
2nd and largest search engine on the web




Ads on youtube are bought and sold on an auction basis as well as on a reservation basis at:
A fixed rate that varies by placement and country




An advertiser is running a placement-targeted campaign on You Tube, and is consistently reaching the daily budget for the campaign. The advertiser is also receiving conversions at the desired cost per conversion. Based on this information, the advertiser should:
Increase the campaign’s budget




Advertisers might choose to advertise on youtube if their goal is to:
Target a specific demographic using sound and motion




View-through conversions are only available to:
Advertisers that have implemented Conversion Tracking




True or False: An advertiser can target youtube homepage on mobile devices via adwords:
False

Trueview in-slate ads show:
Before youtube partner videos that are 10 minutes or longer

With the trueview in-search, an advertiser pays:
Only when a viewer chooses to watch the video




An Adwords advertiser who is promoting the release of a French film wants to advertise on youtube. The film is entirely in French with no subtitles. The advertiser is already promoting the film heavily in France trough a traditional advertising campaign but wants to ensure that the online ads reach the most relevant youtube audience. Which targeting option should this advertiser select?
Set language targeting options for the campaign containing the ads for the film.




True or False: A best practice for selecting keywords with a trueview in-display campaign, is to consider using other youtube user tags for keywords,
True




An advertiser who purchases a youtube homepage masthead ad pays a:
Fixed cost-per-day (CPD)




John is an advertiser concerned the traffic fluctuations from his campaign he created through adwords for Video. Which is reason why traffic fluctuations may have occurred for his video campaign?
User behavior has changed on the videos or channel being targeted




Which video formats is changed using cost-per-view (CPV) pricing?
Trueview Video Ads




In order to run a display ad trough adwords, a campaign must be opted into:
Google Display Network




If an advertiser chooses to run ads in image or video formats, Google will:
Display these ads on the Google Display Network

What is the best definition of Google display advertising?
Non-text ads that use images, flash, video or other technologies, and appear alongside publisher content.




Which feature applies to the Google Display Network, but not the Google Search Network?
Frequency capping

True or False: Video search behavior is different than traditional searching behaviour
True




Frequency capping limits the number of times:
Your ads appear to the same person on the Display Network




Frequency capping gives advertisers the ability to specify a limit to the number of:
Impressions for a unique user

Frequency capping limits the number of times:
Your ads appear to the same person on the Display Network




The adwords system will calculate the effective cost-per-thousand impressions (ecpm) for an ad entering into an auction for the Google Display Network when there are:
Both CPM and CPC ads entering the auction

Which feature could help advertisers determine if the clicks they are receiving on the Google Display Network are valuable?
Conversion Tracking




An advertiser purchasing display advertising through other networks can still benefit from using adwords display ads because the advertiser:
Can fill in the gaps of niche and mass-marketed sites using adwords targeting tool




Which allows an advertiser to reach users that have previously visited the advertiser’s site, and show the user relevant ads when the user visits other sites on the Google Display Network?
Remarketing




If a display ad appears “above the fold” this means that the ad:
Can be viewed in the upper portion of the page without scrolling




With Click-to-Play videos, a best practice is to:
Use a call-to-action in opening image




True or False: An advertiser can target mobile apps via adwords
True

Display inventory on Google Display Network can come from Adsense or:
The Doubleclick Ad Exchange




Which ad format is easiest to create, edit, and has the widest reach on the Google Display Network?
Text ads




Which is a video ad that can be implemented using Ad Words for video:
True View Video ads




An advertiser who wants to target specific categories of video content on the Google Display Network should:
Use the adwords for Video tool

Which report should advertisers run to see which Google Display Network properties displayed their ads and view associated statistics?
Placement Performance

An advertiser is running video ads on a placement-targeted campaign. Recently, the play rate for video ads has decreased. To understand if the decreased play rate is due to the same users seeing the ad repeatedly and therefore not watching the video again, this advertiser should:
Run a Reach and Frequency report




In regards to advertising metrics, Auction-based reports can be reviewed by logging into adwords and Reservation-based reports can be reviewed:
By requesting it from the Google representative


Which report is helpful when using Site and Category Exclusions?
Placement report




Which allows advertisers to see which sites referred visitors with the most time spent on site
Google Analytics




An advertiser who already has adwords Conversion Tracking installed wants to optimize a campaign that contains display ads. In order to identify the websites that are generating sales, the advertiser should review:
The “conversions” column of the Placement Performance report




Advertisers using the Google display network can use the Placement Performance Report to determine:
The site URL where users have seen their ad




A user who is browsing the internet sees Google Adwords display ad for laptop computers on a Google Display Network site, but does not click on the ad. Two weeks later, the user is interested in buying a laptop computer and decides to visit the site from the ad. The user finds the site by performing a Google search, goes directly to the site, and purchases a laptop. Implementing view-trough conversions would be valuable for the advertiser in this scenario because it would allow them to:
Measure the number of conversions that are associated with ad impressions