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Google adwords-search Exam Syllabus Topics:

SectionWeightObjectives
Topic 1: Measurement and Performance Analysis15%- Conversion tracking
  • 1. Tag implementation
    • 2. Attribution models
      - Reporting and optimization
      • 1. Identifying performance gaps
        • 2. Key metrics (CTR, CPC, CPA, ROAS)
          Topic 2: Ad Creation and Optimization25%- Responsive Search Ads (RSA)
          • 1. Asset combination and performance
            • 2. Headline and description best practices
              - Text ad and extension usage
              • 1. Callouts, sitelinks, call, location extensions
                • 2. Ad relevance and Quality Score
                  Topic 3: Audience and Targeting15%- Audience segmentation
                  • 1. In-market, affinity, custom intent
                    • 2. Remarketing lists for search ads (RLSA)
                      - Location and device targeting
                      • 1. Geographic adjustments
                        • 2. Device bid modifiers
                          Topic 4: Bidding and Automation25%- Smart Bidding
                          • 1. Target CPA, Target ROAS, Maximize Conversions
                            • 2. Automation and optimization score
                              - Manual bidding strategies
                              • 1. Manual CPC, enhanced CPC
                                Topic 5: Campaign and Strategy Fundamentals20%- Search campaign structure and setup
                                • 1. Account, campaign, ad group hierarchy
                                  • 2. Campaign goals and settings
                                    - Keyword strategy
                                    • 1. Negative keyword implementation
                                      • 2. Keyword research and selection
                                        • 3. Keyword match types

                                          Google Search Advertising Advanced Exam Practice Test Sample Questions:

                                          1. Ben has installed conversion tracking for his website. Google recommends that Ben use the
                                          Google Site Stats text block; so users on his site may accept or not accept, the conversion
                                          tracking code. Where should Ben place the Google Site Stats text block on his site?

                                          A) The Google Site Stats should be placed in the header information for each page on Ben's w ebsite.
                                          B) The Google Site Stats should be placed on a corner of Ben's sales page on his website.
                                          C) The Google Site Stats should be placed on a corner of Ben's landing page for Google AdWords traffic on his website.
                                          D) The Google Site Stats should be placed on a corner of Ben's confirmation page on his webs ite.


                                          2. You are working with your client to optimize their Google AdWords ad. Which targeting tool can you use, to predict the average cost-per-click for your keywords?

                                          A) Keyword tool
                                          B) Search Terms Report
                                          C) Traffic Estimator
                                          D) Placement tool


                                          3. All Google AdWords are reviewed for the content and compliance with Google policy. If an advertiser creates an advertisement that is deemed to be adult in nature, which one of the following statements would not apply to the advertiser?

                                          A) Adult ads won't appear for search queries that aren't considered adult in nature, even if the query is used as a keyword in the campaign.
                                          B) Non-family and adult ads won't appear on some sites and products in the Google Network that choose to accept only family safe ads.
                                          C) Adult ads won't appear for search queries that aren't considered adult in nature, even if the query is used as a keyword in the campaign.
                                          D) Google does not accept adult ads.


                                          4. Alice manages several AdWords accounts and she has three assistants who help with the
                                          management of the accounts. Alice receives a phone call from one of her clients regarding recent Google AdWords clicks. The client reports that he thinks something is amiss with his account, and thinks someone has changed the budget. How can Alice review any changes to the account and, if necessary, determine if someone has made changes to the account's budget?

                                          A) Alice should use the Change History Tool.
                                          B) Alice should use the My Client Center.
                                          C) Alice should use the AdWords API.
                                          D) Alice should use the AdWords Editor.


                                          5. You are creating a new Google AdWords campaign for your company. What is the default setting for new Google AdWords campaigns in regard to search sites and content network sites?

                                          A) Your new campaign will only appear in Google search results and search partners.
                                          B) Your new campaign will only appear in the Google search results home page; you must opt into other components of the Google Network.
                                          C) Your new campaign will only appear in the Google Content Network.
                                          D) Your new campaign is opted in to the entire Google Network: Google search, search partners, and the Content Network with 'Relevant pages across the entire network' in the default.


                                          Solutions:

                                          Question # 1
                                          Answer: D
                                          Question # 2
                                          Answer: C
                                          Question # 3
                                          Answer: D
                                          Question # 4
                                          Answer: A
                                          Question # 5
                                          Answer: D

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