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Wednesday, November 21, 2012
Friday, November 16, 2012
Adwords Tips
Believe it or not, pay-per-click advertising has been around for over
10 years now. Understanding the basics of search engine marketing is
hardly a unique skill anymore and it is becoming difficult to
distinguish yourself from the hordes of digital marketers competing with
you for jobs and clients. Fortunately, Google offers a certification
that can help you stand out from the pack by guaranteeing employers and
clients that you understand the fundamentals of the AdWords platform.
With Google AdWords providing unrivaled reach online, an AdWords
certification can be a very bright feather in your cap.
In order to get certified, you must pass two exams. The first exam is called the Google Advertising Fundamentals Exam, and covers the basic aspects of AdWords including account management, search advertising, and display networks. For the second exam, you are offered the choice of taking an advanced exam on search, display, or reporting and analysis.
In order to pass the Google Advertising Fundamentals Exam, you need answer at least 85% of the questions correct. With 113 total questions, that means you can get 16 wrong and still pass. You only have 2 hours to complete the test, meaning that you have around 1 minute and 4 seconds for each question.
I took the Google Advertising Fundamentals Exam last week. Even though I passed (woohoo!) it would have been easier if I had known a little more about how to prepare and how the test is administered. Here are some things I would have loved to know before taking the test.
Google Study Materials
Google provides all the study materials you need to pass the fundamentals exam at the Google AdWords Exam Study Learning Center. One look at the scope of the study guide and you’ll realize that there is a lot of material to wade through. Fortunately, Google breaks down each section of the test so you don’t end up studying material you won’t be tested on. There is also an option to print the materials you need to make studying offline easy. Don’t overlook the hyperlinks with videos and in-depth descriptions on topics like Quality Score, some of this material will pop up on the test!
You’re on your own
Google makes it as difficult as possible to cheat on the AdWords Certification exam by forcing your computer to shut all programs and browsers when launching the exam application. This sent me into a momentary panic attack since I thought I would be able to get some online help if I was really stumped. After taking the test I realized that even if I had printed notes or had a second laptop open I would have run out of time if I tried to look up answers to questions I didn’t know. Study hard because once the test starts you are on your own.
Don’t be a one-trick-pony
Although you can choose an area of focus for the advanced AdWords exam, the Fundamentals Exam covers a broad range of topics. Prioritize your studying to spend enough time to catch up on the parts of AdWords you’ve had less experience with. Knowing a lot about search and nothing about display or video is a surefire way to fail. And don’t forget to study account management best practices or account structures!
You will need the entire time
Even though there are some questions you will have an answer for immediately, expect to use the entire time. Some questions have many right answers, but only one “best” answer, so make sure you are taking enough time to read through all of the options. Don’t expect to be able to pause the test to use the bathroom either! Once the test starts, the clock keeps ticking. Use the bathroom before you start, find a quiet place where you won’t be interrupted, and mark the questions you are stuck on to come back to later.
Stop putting it off!
One of the problems with being able to take the exam on your own time is that you can put it off if you don’t feel ready. For procrastinators (like myself) this can keep you from ever taking the test. If you are comfortable with the materials from the study guide, stop delaying! It will feel really good to get it over with.
If you have other tips to share or specific questions about the exam, leave them in the comments below. Study hard and good luck!
In order to get certified, you must pass two exams. The first exam is called the Google Advertising Fundamentals Exam, and covers the basic aspects of AdWords including account management, search advertising, and display networks. For the second exam, you are offered the choice of taking an advanced exam on search, display, or reporting and analysis.
In order to pass the Google Advertising Fundamentals Exam, you need answer at least 85% of the questions correct. With 113 total questions, that means you can get 16 wrong and still pass. You only have 2 hours to complete the test, meaning that you have around 1 minute and 4 seconds for each question.
I took the Google Advertising Fundamentals Exam last week. Even though I passed (woohoo!) it would have been easier if I had known a little more about how to prepare and how the test is administered. Here are some things I would have loved to know before taking the test.
Google Study Materials
Google provides all the study materials you need to pass the fundamentals exam at the Google AdWords Exam Study Learning Center. One look at the scope of the study guide and you’ll realize that there is a lot of material to wade through. Fortunately, Google breaks down each section of the test so you don’t end up studying material you won’t be tested on. There is also an option to print the materials you need to make studying offline easy. Don’t overlook the hyperlinks with videos and in-depth descriptions on topics like Quality Score, some of this material will pop up on the test!
You’re on your own
Google makes it as difficult as possible to cheat on the AdWords Certification exam by forcing your computer to shut all programs and browsers when launching the exam application. This sent me into a momentary panic attack since I thought I would be able to get some online help if I was really stumped. After taking the test I realized that even if I had printed notes or had a second laptop open I would have run out of time if I tried to look up answers to questions I didn’t know. Study hard because once the test starts you are on your own.
Don’t be a one-trick-pony
Although you can choose an area of focus for the advanced AdWords exam, the Fundamentals Exam covers a broad range of topics. Prioritize your studying to spend enough time to catch up on the parts of AdWords you’ve had less experience with. Knowing a lot about search and nothing about display or video is a surefire way to fail. And don’t forget to study account management best practices or account structures!
You will need the entire time
Even though there are some questions you will have an answer for immediately, expect to use the entire time. Some questions have many right answers, but only one “best” answer, so make sure you are taking enough time to read through all of the options. Don’t expect to be able to pause the test to use the bathroom either! Once the test starts, the clock keeps ticking. Use the bathroom before you start, find a quiet place where you won’t be interrupted, and mark the questions you are stuck on to come back to later.
Stop putting it off!
One of the problems with being able to take the exam on your own time is that you can put it off if you don’t feel ready. For procrastinators (like myself) this can keep you from ever taking the test. If you are comfortable with the materials from the study guide, stop delaying! It will feel really good to get it over with.
If you have other tips to share or specific questions about the exam, leave them in the comments below. Study hard and good luck!
10 Adwords Certification Tips
Get very, very familiar with all the topics covered in the adwords
learning center. Don’t rely on only the quiz sections to get you through
it. Read ALL the info in both the beginner and expert sections. Note
the differences in multimedia and text lessons -I’d advise going through
both sections, even though Google says you don’t have to.
Understand in depth the differences in content (now display network) and search targeting.
Know exactly where to find information and reports within the different tabs.
Have a solid grasp of the different bid management and ad optimization solutions.
Don’t think that just passing the practice exam will guarantee success. The real test is substantially tougher – at least mine was. (New certification tests are even harder!)
Download the NEW Adwords editor (if you haven’t already) – know it inside out.
REALLY read the adwords editorial guidelines – know what you can and can’t have on your landing page. Make notes and keep them handy.
If you have dual monitors – use them. There is no restriction on using sources while taking the exam, but you’ll quickly realize that there’s just not much time to look stuff up – roughly 100-120 questions in 1 1/2 hours. Spend too long looking it up, and you’ll find yourself scrambling at the end. (UPDATE: scratch that. The new testing browser you have to use prevents any other open applications from appearing, no matter how many monitors you have. Now as for extra laptops, I have no idea….)
Sleep well the night before – eat a good breakfast – avoid all distractions while taking the test.
(super secret tip) – there’s a little check box at the top right of the exam page which allows you to mark a question for later review. Make SURE to check it, otherwise you’ll never make it back to the beginning questions before time runs out (you have to manually click back through each question if you Don’t check it). I know this, because I forgot to do it – I left several questions unanswered early on, thinking I would just return – but alas, I ran out of time. Fortunately, I must be some kind of genius, because I still passed with a pretty decent score.
If you take my advice, I feel pretty confident that you’ll more than likely pass without too much difficulty. Either way, you won’t have to wait too long to obtain your result score -if you don’t pass the first time, you can try again in a week (and pay the extra $50 again, also). But if you DO pass, you’ll get the joy of being able to place a cool little badge on your site and promotional materials, as well as some other nifty perks.
Sample Google Adwords Questions:
Sample Google Adwords Questions:
Question: 1
Jan creates a Google AdWords ad for her company. She wants to avoid showing her ad when
users search for free, cheap, or crack. How can she do this with a keyword match type?
A. Jan will need to create an exact match for the phrases she will allow her ad to be displayed
with.
B. Jan can only do this if she creates an exact match, in quotes, for every approved keyword.
C. Jan will need to create a negative match for the searched phrase that includes free, cheap,
or crack.
D. Jan will need to a broad match, but add the negative qualifier for each keyword she doesn’t
want her ad associated with.
Answer: C
Question: 2
Amy is managing a Google AdWords campaign for her business. After three months of using
Google AdWords Amy decides that she needs to improve her campaign by optimizing her ad.
If Amy’s immediate goal to increase her clickthrough rate which one of the following
optimization strategies is most appropriate?
A. Amy should attract more clicks by refining her ads, and eliminate extra impressions by
using negative keywords.
B. Amy should increase her advertising budget.
C. Amy should add relevant keywords and site placements to her ad groups while making ad
text more compelling.
D. Amy should focus on her Website. Her landing page and entire Website is must be set up
to let users find the specific thing being promoted in her ad.
Answer: A
Question: 3
Frank is managing a Google AdWords ad group for his travel agency. Frank wants to make
certain that his ad appears in Google when someone searches for Montana cabin rentals.
Which one of the following matching options would ensure that Frank’s ad would ap pear
when this exact phrase exclusively is used?
A. “Montana cabin rentals”
B. [Montana cabin rentals]
C. Montana cabin rentals
D. -Montana cabin rentals
Answer: B
Question: 4
PassGuide adwords-fundamentals
Build Your Dreams
Blynn is reviewing her Google AdWords account and notices that her ad has received a
considerable amount of clicks. Upon further review, Blynn realizes that on some days the
amount of clicks were considerably more than what her daily budget has allowed. W hat is the
most likely reason why this is happening?
A. Google may deliver more clicks than what Blynn’s budget called for to make up for other
days within the same billing period in which the daily budget was not reached.
B. Google will adjust the daily budget as needed based on the quality score of the ad.
C. Blynn hasn’t set, but hasn’t approved, her daily budget for ads.
D. Blynn is using cost-per-million (CPM) bidding, not cost per click bidding.
Answer: A
Question: 5
Blynn is reviewing her Google AdWords account and notices that her ad has received a
considerable amount of clicks. Upon further review, Blynn realizes that on some days the
amount of clicks were considerably more than what her daily budget has allowed. W hat is the
most likely reason why this is happening?
A. Google may deliver more clicks than what Blynn’s budget called for to make up for other
days within the same billing period in which the daily budget was not reached.
B. Google will adjust the daily budget as needed based on the quality score of the ad.
C. Blynn hasn’t set, but hasn’t approved, her daily budget for ads.
D. Blynn is using cost-per-million (CPM) bidding, not cost per click bidding.
Answer: A
Question: 6
You have a Website that sells training seminars for companies. You want the users to visit
your site through your Google AdWords ad and sign-up for a newsletter. What tool would you
use to track the success of your Google AdWords ad?
A. Conversion tracking
B. Google analytics
C. Account snapshot
D. Campaign statistics
Answer: A
Question: 7
Which one of the following statements best describes the relationship between the quality
score and the cost-per-click of an ad in Google AdWords?
A. The higher a keyword’s Quality Score, the higher the price you pay for each click and thePassGuide adwords-fundamentals
Build Your Dreams
better its ad position.
B. The higher a keyword’s Quality Score, the lower the price you pay for each.
C. The higher a keyword’s Quality Score, the lower the price you pay for each click and the
better its ad position.
D. The higher a keyword’s Quality Score, the higher the price you pay for each click and the
higher the ranking of your ad over your competition.
Answer: C
Question: 8
Chris is managing a Google AdWords campaign for his client. The client wants to specifically
target women between the ages of 38 and 45. How can Google AdWords help Chris achieve
this goal?
A. Google AdWords can target demographics, such as age and sex, through the demographic
bidding tool.
B. Google AdWords cannot target ages and sex.
C. Google AdWords can only target certain demographics through the Google Network.
D. Google AdWords can only loosely target demographics through the Demographics setting
in the Google AdWords home page.
Answer: A
Question: 9
What tool can you use with Google AdWords to determine how much time customers spend
on your site after they click your ad?
A. Google Translate
B. Google Analytics
C. Google Pack
D. Google Trends for Websites
Answer: B
Question: 10
You are working with a client to discuss how their ad will appear in the Google Network. You
tell the client that they can customize the ad’s content placement, but the customer doesn’t
understand the concept of content placement. Which one of the followi ng is the best
description of content placement in the Google Network?
A. A placement describes the premium to low-level minimums for an ad to be placed on a
Google Network participant’s page.
B. A placement is where the Google AdWords ad will appear on the Internet.
C. A placement can be an entire Website, a subset of a Website, or even an individual ad unitPassGuide adwords-fundamentals
Build Your Dreams
positioned on a single page.
D. A placement is the order in which an advertisement is displayed on a Google Network’s
participant’s page.
Answer: C
Question: 11
Gina is working with Amy on a Google AdWords campaign they have created. Their manager
Joe is concerned about the cost per click rate and how quickly the campaign’s budget may be
depleted.
Amy tells Joe about the AdWords Discounter pricing. What is the AdWords Discounter?
A. The AdWords Discounter is a feature that automatically reduces the price advertisers pay
for clicks if Google’s data shows that a click from a Content Network page is less likely to
result in a conversion.
B. The AdWords Discounter is a feature that will charge you less per click the more clicks a
campaign receives.
C. The AdWords Discounter is a feature built into AdWords that will charge you the lowest
possible CPC while still maintaining your position for each keyword if you pay for the ads
upfront.
D. The AdWords Discounter is a feature built into AdWords that will charge you the lowest
possible CPC while still maintaining your position for each keyword.
Answer: D
Question: 12
Consider an advertiser that is trying to sell more coffee beans. The advertiser has identified
keywords for the ad groups: gourmet coffee beans, organic coffee beans, and French roast
beans.
Which keyword wouldn’t be a good choice to include in the ad group gourmet coffee beans?
A. Gourmet coffee beans
B. Gourmet coffee
C. French roast coffee beans
D. Specialty coffee
Answer: C
Question: 13
You are an SEO consultant for Henry’s company. Henry is interested in the Google AdWords
program, but he’s mostly interested in branding his site and getting ad visibility. With this in
mind, which bidding option would you recommend to Henry?
A. Cost-per-thousand impressionsPassGuide adwords-fundamentals
Build Your Dreams
B. Cost-per-click bidding
C. Conversion optimizer
D. Cost-per-view
Answer: A
Question: 14
Your customer wants you to create a Google AdWords report that will show them how many
times the ads were shown and the actual cost-per-click rate. What type of report can you
create for the client?
A. Conversion reporting
B. Impression report
C. CTR report
D. Statistical report
Answer: D
Question: 15
John wants to create a new Google AdWords ad for his company. John would like for users
that land on his Web URL to receive a pop-up window explaining the discount of the day. Is
this a problem for Google AdWords users?
A. Yes, it is a violation of the content policies for Google AdWords.
B. No, pop-ups are fine, but pop-unders are not allowed.
C. No, pop-ups are fine as long as the pop-up window is related to the Google AdWords
purch ased.
D. Yes, it is a violation of the link policies.
Answer: D
Question: 1
Jan creates a Google AdWords ad for her company. She wants to avoid showing her ad when
users search for free, cheap, or crack. How can she do this with a keyword match type?
A. Jan will need to create an exact match for the phrases she will allow her ad to be displayed
with.
B. Jan can only do this if she creates an exact match, in quotes, for every approved keyword.
C. Jan will need to create a negative match for the searched phrase that includes free, cheap,
or crack.
D. Jan will need to a broad match, but add the negative qualifier for each keyword she doesn’t
want her ad associated with.
Answer: C
Question: 2
Amy is managing a Google AdWords campaign for her business. After three months of using
Google AdWords Amy decides that she needs to improve her campaign by optimizing her ad.
If Amy’s immediate goal to increase her clickthrough rate which one of the following
optimization strategies is most appropriate?
A. Amy should attract more clicks by refining her ads, and eliminate extra impressions by
using negative keywords.
B. Amy should increase her advertising budget.
C. Amy should add relevant keywords and site placements to her ad groups while making ad
text more compelling.
D. Amy should focus on her Website. Her landing page and entire Website is must be set up
to let users find the specific thing being promoted in her ad.
Answer: A
Question: 3
Frank is managing a Google AdWords ad group for his travel agency. Frank wants to make
certain that his ad appears in Google when someone searches for Montana cabin rentals.
Which one of the following matching options would ensure that Frank’s ad would ap pear
when this exact phrase exclusively is used?
A. “Montana cabin rentals”
B. [Montana cabin rentals]
C. Montana cabin rentals
D. -Montana cabin rentals
Answer: B
Question: 4
PassGuide adwords-fundamentals
Build Your Dreams
Blynn is reviewing her Google AdWords account and notices that her ad has received a
considerable amount of clicks. Upon further review, Blynn realizes that on some days the
amount of clicks were considerably more than what her daily budget has allowed. W hat is the
most likely reason why this is happening?
A. Google may deliver more clicks than what Blynn’s budget called for to make up for other
days within the same billing period in which the daily budget was not reached.
B. Google will adjust the daily budget as needed based on the quality score of the ad.
C. Blynn hasn’t set, but hasn’t approved, her daily budget for ads.
D. Blynn is using cost-per-million (CPM) bidding, not cost per click bidding.
Answer: A
Question: 5
Blynn is reviewing her Google AdWords account and notices that her ad has received a
considerable amount of clicks. Upon further review, Blynn realizes that on some days the
amount of clicks were considerably more than what her daily budget has allowed. W hat is the
most likely reason why this is happening?
A. Google may deliver more clicks than what Blynn’s budget called for to make up for other
days within the same billing period in which the daily budget was not reached.
B. Google will adjust the daily budget as needed based on the quality score of the ad.
C. Blynn hasn’t set, but hasn’t approved, her daily budget for ads.
D. Blynn is using cost-per-million (CPM) bidding, not cost per click bidding.
Answer: A
Question: 6
You have a Website that sells training seminars for companies. You want the users to visit
your site through your Google AdWords ad and sign-up for a newsletter. What tool would you
use to track the success of your Google AdWords ad?
A. Conversion tracking
B. Google analytics
C. Account snapshot
D. Campaign statistics
Answer: A
Question: 7
Which one of the following statements best describes the relationship between the quality
score and the cost-per-click of an ad in Google AdWords?
A. The higher a keyword’s Quality Score, the higher the price you pay for each click and thePassGuide adwords-fundamentals
Build Your Dreams
better its ad position.
B. The higher a keyword’s Quality Score, the lower the price you pay for each.
C. The higher a keyword’s Quality Score, the lower the price you pay for each click and the
better its ad position.
D. The higher a keyword’s Quality Score, the higher the price you pay for each click and the
higher the ranking of your ad over your competition.
Answer: C
Question: 8
Chris is managing a Google AdWords campaign for his client. The client wants to specifically
target women between the ages of 38 and 45. How can Google AdWords help Chris achieve
this goal?
A. Google AdWords can target demographics, such as age and sex, through the demographic
bidding tool.
B. Google AdWords cannot target ages and sex.
C. Google AdWords can only target certain demographics through the Google Network.
D. Google AdWords can only loosely target demographics through the Demographics setting
in the Google AdWords home page.
Answer: A
Question: 9
What tool can you use with Google AdWords to determine how much time customers spend
on your site after they click your ad?
A. Google Translate
B. Google Analytics
C. Google Pack
D. Google Trends for Websites
Answer: B
Question: 10
You are working with a client to discuss how their ad will appear in the Google Network. You
tell the client that they can customize the ad’s content placement, but the customer doesn’t
understand the concept of content placement. Which one of the followi ng is the best
description of content placement in the Google Network?
A. A placement describes the premium to low-level minimums for an ad to be placed on a
Google Network participant’s page.
B. A placement is where the Google AdWords ad will appear on the Internet.
C. A placement can be an entire Website, a subset of a Website, or even an individual ad unitPassGuide adwords-fundamentals
Build Your Dreams
positioned on a single page.
D. A placement is the order in which an advertisement is displayed on a Google Network’s
participant’s page.
Answer: C
Question: 11
Gina is working with Amy on a Google AdWords campaign they have created. Their manager
Joe is concerned about the cost per click rate and how quickly the campaign’s budget may be
depleted.
Amy tells Joe about the AdWords Discounter pricing. What is the AdWords Discounter?
A. The AdWords Discounter is a feature that automatically reduces the price advertisers pay
for clicks if Google’s data shows that a click from a Content Network page is less likely to
result in a conversion.
B. The AdWords Discounter is a feature that will charge you less per click the more clicks a
campaign receives.
C. The AdWords Discounter is a feature built into AdWords that will charge you the lowest
possible CPC while still maintaining your position for each keyword if you pay for the ads
upfront.
D. The AdWords Discounter is a feature built into AdWords that will charge you the lowest
possible CPC while still maintaining your position for each keyword.
Answer: D
Question: 12
Consider an advertiser that is trying to sell more coffee beans. The advertiser has identified
keywords for the ad groups: gourmet coffee beans, organic coffee beans, and French roast
beans.
Which keyword wouldn’t be a good choice to include in the ad group gourmet coffee beans?
A. Gourmet coffee beans
B. Gourmet coffee
C. French roast coffee beans
D. Specialty coffee
Answer: C
Question: 13
You are an SEO consultant for Henry’s company. Henry is interested in the Google AdWords
program, but he’s mostly interested in branding his site and getting ad visibility. With this in
mind, which bidding option would you recommend to Henry?
A. Cost-per-thousand impressionsPassGuide adwords-fundamentals
Build Your Dreams
B. Cost-per-click bidding
C. Conversion optimizer
D. Cost-per-view
Answer: A
Question: 14
Your customer wants you to create a Google AdWords report that will show them how many
times the ads were shown and the actual cost-per-click rate. What type of report can you
create for the client?
A. Conversion reporting
B. Impression report
C. CTR report
D. Statistical report
Answer: D
Question: 15
John wants to create a new Google AdWords ad for his company. John would like for users
that land on his Web URL to receive a pop-up window explaining the discount of the day. Is
this a problem for Google AdWords users?
A. Yes, it is a violation of the content policies for Google AdWords.
B. No, pop-ups are fine, but pop-unders are not allowed.
C. No, pop-ups are fine as long as the pop-up window is related to the Google AdWords
purch ased.
D. Yes, it is a violation of the link policies.
Answer: D
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