Google Ads Mobile Exam Q & A

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

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

2.Viewable impressions allow you to:

  • pay for ads when they are displayed in a viewable position
  • only pay for those ads that are actually viewed
  • only pay for video ads that are viewed within an hour
  • pay for ads that are viewed and also converted

3.What is a simple way to target ads to mobile users when they’re near your physical store locations?

  • Target specific users you know live near your store.
  • Target users you know have called your Google Ads call-only ad.
  • Target a radius around your city.
  • Target a radius around your Google My Business location(s).

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

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

5.These are all key to good mobile site design except?

  • Easy user customization
  • Easy search
  • Easy conversion
  • Easy navigation

6.Which is a good app design practice?

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

7.Why do mobile advertisers care about driving physical store traffic?

  • Customers buy more online when they know they have the option to visit a physical store.
  • All demographics exhibit more loyalty after visiting a store.
  • Online retailers who also offer a physical store option have been shown to bring in the most revenue.
  • Vast majority of sales still occur in physical stores.

8.To more fully capture mobile’s contribution to a sale, advertisers need to consider what?

  • Just the last click
  • Customer intent
  • More than just the last click
  • The first and last click

9.Many successful mobile sites have large “touch targets" for clicking that take into account ______.

  • time of day
  • the lack of precision on a touch screen
  • location where mobile device is being used
  • responsive design based on touch

10.Your universal app campaign ad can appear as an in-stream video ad on YouTube provided which is true?

  • The app makes use of streaming video.
  • Video assets are provided.
  • Only landscape videos are used.
  • An additional YouTube charge is paid.

11.To connect Firebase to Google Ads, which of these is required?

  • At least 1 app install or conversion
  • More than 100 app installs or conversions
  • A working knowledge of mobile click attribution technologies
  • In Firebase, your account needs to be an owner on the project that you want to link. In Google Ads, the Google Account needs administrative access.

12.Showrooming refers to:

  • The phenomenon where brands sell specialty or limited quantity goods through mobile
  • The phenomenon which turns brick and mortar stores into showroom apps for mobile users
  • The phenomenon where various brands within similar categories compete for brand placement on a mobile device
  • The phenomenon which turns brick and mortar stores into showrooms for products which are then purchased online or via mobile

13.Why do advertisers care about driving calls to their business?

  • They’re faster.
  • Conversion rates are often much higher from calls.
  • Mobile call ads are easier to win in auctions.
  • Younger demographics prefer to order by phone call.

14.Which extensions can help drive installs of your mobile app?

  • Sitelink extensions
  • Remarketing lists for search ads (RLSAs )
  • App extensions
  • Structured snippet extensions

15.Call conversions, which can be tracked by businesses in eligible countries, can help advertisers understand the value that calls from their ads are driving by counting calls of a minimum duration to a Google forwarding number as conversions.

  • A) True
  • B) False

16.You can use a mobile specific display URL to:

  • Effectively track conversions to your desktop site
  • Indicate that you have a mobile–friendly landing page
  • Differentiate yourself from other advertisers
  • Show consumers that you are a large brand

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

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

18.AdMob is ____.

  • an app promotion ad format
  • a custom deep link
  • an ad extension
  • Google Ads’ non–owned and operated mobile app inventory

19.Sitelink extensions:

  • allow targeted remarketing list users to land directly on specific pages of your site
  • decrease clickthrough rates (CTR) as users are sent to specific pages of your site
  • show your business address, phone number, and a map marker with your ad text
  • allow advertisers to give users the option to land directly on specific pages of your site

20.Where can universal app campaigns run?

  • Only on AdMob
  • Within other apps, also known as in–app
  • On the Search and Display Networks, and YouTube
  • Only on the Google Play store

21.When conversion data shows that mobile drives more value, you would _____ your mobile bid. When conversion data shows that desktop drives more value, you would ______ your mobile bid.

  • raise, raise
  • raise, lower
  • lower, lower
  • lower, raise

22.When you use an automated bid strategy, it will automatically optimize your bids based on:

  • your remarketing list
  • your search terms data
  • your key performance indicator (KPI)
  • your Quality Score

23.To show an ad, which is eligible to appear on search partner sites, on the mobile version of Google Maps, you should use:

  • location extensions
  • mobile extensions
  • store visit extensions
  • product extensions

24.To understand the full value of mobile, you must take into account:

  • Cross device and mobile conversions
  • Mobile conversions
  • App downloads, calls, store visits, cross device conversion, mobile conversions
  • Utilization of mobile ad formats, extensions, app and mobile site design best practices

25.Generally speaking, mobile sites are good for acquiring new customers and inspiring new relationships while mobile apps are good for servicing and engaging existing customers and retaining current relationships.

  • True
  • False

26.The path to conversion on mobile is not the same as on desktop or tablet due to all of the following except:

  • differing screen size
  • intent
  • context
  • functionality

27._______ are a type of ad format that show extra information about your business.

  • App installs
  • Ad extensions
  • AdMob extensions
  • Deep link ad extensions

28.App remarketing allows you to target people who:

  • have searched for your app
  • have searched for apps similar to yours
  • all of the listed answers are incorrect
  • have used your app before

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

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

30.An advertiser would not use Google Ads’ mobile offering to:

  • track conversions once a user downloads their app
  • build a mobile–optimized website
  • engage with users who have already downloaded their app
  • advertise their app

31.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?

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

32.How does Google Ads data-driven attribution give credit for conversions?

  • It uses the linear model to credit conversions equally across all clicks on the path.
  • It gives 40 percent credit to the first click and spreads the remaining 60 percent across all other clicks in the conversion path.
  • 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.
  • It gives more credit to clicks that happened closer to the conversion

33.Which of the following is a way for an advertiser to monetize their app?

  • All of the listed answers are correct
  • Charging for app downloads from the Apple iTunes or Google Play store
  • In–app ads
  • In–app purchases

34.An app advertiser would want to use a third-party tracking company to:

  • have a single SDK to add to your app instead of one from each ad network
  • receive reporting on basic usage analytics
  • see which of an app’s new users came from recent advertising clicks or views
  • have more control when communicating with each ad network

35.To re–engage users with an app, use the following strategies:

  • Build remarketing lists, engage in reactive outreach, offer something free, and don’t track anything outside of installs
  • Build remarketing lists, engage in reactive outreach, use deep linking, and track outside of installs for your most valuable users
  • Build remarketing lists, engage in proactive outreach, offer something unique, use deep linking, and track everything beyond installs to understand your most valuable users
  • Build general email lists, engage in reactive outreach, don’t use deep linking, and don’t track outside of installs

36.Select the one way NOT to track app conversions.

  • Integrating Firebase in your app
  • Using codeless Android install tracking
  • Using an app analytics provider for your Google Ads campaigns
  • Adding a Javascript snippet to your website

37.An app developer might use remarketing if they wanted to promote a paid version of their game to everyone who played the free version and reached level 10.

  • False
  • True

38.A driver stops for gas and their smartphone buzzes with a text offering a free coffee inside the gas station. What does mobile provide advertisers that enables them to offer this to customers?

  • Context
  • Wi-Fi
  • Cell signals
  • Customer profiles

39.Mobile presents an opportunity for a more targeted marketing message because you have an understanding of context such as time, location, and proximity of the customer.

  • False
  • True

40.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?

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

41.Which of the following is not a type of mobile ad extension?

  • Call extension
  • App extension
  • Sitelink extension
  • Download extension

42.Deep–linking allows:

  • mobile and desktop users to navigate within a mobile app
  • ads to direct new customers only into deeper, more targeted sections of the app
  • ads to direct customers into deeper, more targeted sections of the app
  • desktop users to be able to access deeper, more targeted sections within a mobile app

43.What is a lightbox ad?

  • A remarketing specific ad format to announce new features of your app
  • A type of ad format that shows extra information (“extending” from your text ads) about your business
  • A cross–screen expandable ad format that optimizes for taps or swipes on mobile and mouse-overs or clicks on desktops
  • A mobile text ad

44.________ is a tool that can show you what happens after a customer clicks on your ads; whether they made a purchase, downloaded an app, or called your business.

  • Keyword Planner
  • Sitelinks
  • App extensions
  • Conversion tracking

45.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?

  • Progressive Web Apps
  • Progressive Sites
  • Mobile Site Apps
  • Enhanced Mobile Sites

46.A ______ specifies a location in an app that corresponds to the content you’d like to show.

  • deep link
  • remarketing link
  • location link
  • location extension

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

  • False
  • True

48.Which of the following is true about mobile optimized websites?

  • You should build your app before your mobile website
  • Mobile websites should only focus on task–based functionality and be a stripped–down version of your desktop website
  • Visitors to your mobile–optimized site will be at the same point in the purchase funnel as visitors to your desktop website
  • Mobile–friendly experiences typically feature easy navigation, quick–to–load images, and streamlined text

49.Roger has your app installed on his phone. While browsing products online, he happens upon a link to one of your products. He’s interested and clicks the link. If you enabled deep linking, where does Roger go to next?

  • Your mobile site’s homepage
  • The product page on your mobile site
  • The product page on your app
  • The Google Play or App store, where he can install your app

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

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

51.If you value mobile traffic over desktop, which bid adjustment should you set?

  • Increase bid adjustment for desktop
  • Increase bid adjustment for mobile
  • Increase bid adjustment for tablets
  • Increase bid adjustment for mobile and desktop

52.Assuming Google forwarding numbers are available in your country, what do you need before you can set up conversion tracking for calls from an ad or a website?

  • An app published in the Google Play store
  • A sales team and operating phone bank
  • An active call extension or call–only ad
  • A mobile-specific sitelink extension

53.Your company has chosen a third-party app analytics service and they happen to be a part of the App Attribution Partners program. In order to share data between Google Ads and your partner’s platform, what do you need to do?

  • Consider a partner that is not part of the program, as it is not possible.
  • Generate a link ID and share it with your partner.
  • Export and share the data as a CSV file.
  • Establish a server-to-server connection using postback URLs.

54.Which of the following is true about apps?

  • Apps are more geared towards retention, loyalty, and engagement
  • Once a user downloads an app, they are likely to return and engage with it
  • Apps are more geared towards acquisition purposes
  • Apps and mobile optimized sites are the same thing

55.Google Ads Smart Bidding uses machine learning and your account data to help you do what?

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

56.An advertiser with stores throughout the country could use location extension targeting to:

  • target users who are within 20 miles of one particular city in the country
  • target users in the same way across all of their locations
  • target users who are within 10 miles of one particular city in the country
  • decrease bids by 50% for users who are within 10 miles of their stores

57.Showing your ads on top of the mobile page in search results is beneficial because:

  • ads above the results get more prominent notice with larger mobile screens. There are also no ads on the right–hand side of the results on mobile.
  • ads above the results get more prominent notice with desktop screens. There are also no ads on the right–hand side of the results on mobile.
  • ads below the results get more prominent notice with smaller mobile screens. There are also ads on the right–hand side of the results on mobile.
  • ads above the results might get more prominent notice with smaller mobile screens. There are also no ads on the right–hand side of the results on mobile.

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

  • Profile targeting
  • Keyword targeting
  • Location targeting
  • Ad schedule targeting

59.Automated bidding is ideal for advertisers who:

  • don’t want to spend a lot of time managing keywords
  • want to save time managing bids based on hundreds of signals
  • want to set their own bids for individual ad groups
  • want to set their own bids for individual keywords

60.Which automated bid strategy might help improve the chances that your ad gets to the top of the page?

  • Target outranking share
  • Target return on ad spend (ROAS)
  • Target cost–per–acquisition (CPA)
  • Target search page location

61.Say you’ve got a campaign that performs well on mobile devices with a max CPC bid of US$2. To show your ad to more customers on mobile devices, you increase your bid by 15% for searches on mobile devices. What would be the resulting bid for searches on mobile devices bid amount?

  • $2.30
  • $1.70
  • $2.00
  • $2.50

62.What two things can you track with Google Ads out of the box without making any code changes to your app?

  • Android app downloads and Android in-app purchases
  • All app installs and all in-app purchases
  • You can actually track any custom event you want to define.
  • App installs and core user demographics

63.The codeless conversion tracking solution is usually recommended for app downloads on Android OS over SDK or server to server solution when speed and ease of implementation is a priority.

  • False
  • True

64.Target cost-per-acquisition (CPA), which factors in auction-time signals including device, location, time of day, remarketing list, language, and operating system, automatically optimizes bids across:

  • search and display inventory to help advertisers reach their desired cost-per-click (CPC) goal
  • search and display inventory to help advertisers reach their desired cost-per-impression goal
  • search and display inventory to help advertisers reach their desired cost-per-install goal
  • search inventory to help advertisers reach their desired cost-per-install goal

65.Which is a benefit of using server–to–server app conversion tracking over an SDK?

  • Adding multiple SDKs for various advertising or analytics platforms have no impact on app code file–size
  • If not implemented correctly, adding the SDK and conversion tracking code could result in bugs in the app
  • Adding SDK and conversion tracking changes to your app doesn’t require review by the Google Play Store
  • Server–to–server connections are easier to set up than code–less conversion tracking

66.Firebase can reduce complication for advertisers by providing them only one SDK to track all traffic sources, including ad networks.

  • True
  • False

67.App downloads are conversions that are tracked when a user downloads or installs a mobile application for the first time.

  • False
  • True

68.iOS app conversion tracking cannot be set up using:

  • a SDK
  • install confirmation feedback
  • codeless conversion tracking
  • server-to-server (S2S)

69.To track conversions in an app, you can add the Firebase SDK to your app. SDK stands for:

  • schema development key
  • schema development kit
  • software development kit
  • software deprecation kit

70.How do upgraded URLs help advertisers with third-party conversion tracking?

  • Show app install ads only to people who haven’t downloaded the app yet
  • Manage a single tracking URL at the campaign, ad group, or ad level that is separate from the landing page URL
  • Show deep link URLs only to people who already have the app
  • Allow advertisers to direct users to the app store to download their app
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