Display Certification Exam Answer

1. Answer Sources www.answersources.com Study Guide for Adwords Certification, Bing, Hubspot Exam & More!! Display Advertising Exam Answer A few things to know before taking Display Advertising Exam There are 99 questions. It should take 120 Minutes to complete. You will need a score of minimum 80% to pass Validity Period of 12 Months Click Below to Get Others Exam Answer: Google AdWords Exam Answers Google Analytics Exam Answers Bing Exam Answers Hubspot Exam Answers

2. AdWords Display Certification Exam Answer Where can you place a client’s image and video ads? Answer On the Search and Display Networks On the Search Network and YouTube On the Display Network only On the Search Network only Which report should advertisers run to see which Display Network properties displayed their ads and view associated statistics? Answer Impression share Placement performance Reach and frequency Ad performance In your next campaign you'd like to show images of your products in your ads. What campaign type do you choose? Answer Display Network Search Network Video Network Search Network with Display opt-in

3. A direct response advertiser is primarily interested in generating conversions from a Display campaign. To get a potentially better return on investment, this advertiser should use: Answer target cost–per–acquisition (CPA) bidding viewable cost–per–thousand impressions (vCPM) bidding cost–per–day (CPD) bidding cost–per–click (CPC) bidding You might choose to use preferred layouts for dynamic display ads if your client: Answer doesn’t care if AdWords chooses the layouts and features wants to choose the features but not the layouts wants to choose the layouts but not the features wants to choose the layouts and features 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 clicking it? Answer Cost-per-acquisition Clickthrough rate Cost-per-click Conversion Which is a benefit of using display advertising with Google to build brand awareness? Answer

4. Expansive network of diverse sites Consistent performance from day–to–day Higher clickthrough rates (CTR) than on Google Search Accurate forecasts of clicks and impressions Which feature could help advertisers determine if the clicks they are receiving on the Display Network are valuable? Answer Conversion tracking Keyword diagnosis Display Planner IP exclusion setting Dynamic remarketing lets an advertiser: Answer show prior visitors to his site ads that are based on products or services they saw on the site show an ad to someone on his mobile device 24 hours after visiting the website on a desktop PC re–run an ad to increase the volume of people who will see it engage visitors to the website by opening a chat session You’re setting up a dynamic remarketing campaign for your client who sells educational products. Which best practice should you follow? Answer Use the “Education” business type Use a custom feed

5. Include “textbooks” and “study guides” as keywords Implement the remarketing tag after the body tag If you're using remarketing to reach people who've used your mobile app, they see your ads: Answer while browsing and using Google Maps while using other mobile apps on the same mobile or tablet device when they enter search terms for products like yours on a mobile device each time they re–use your mobile app How does an extension work on a Display ad? Answer It extends the ad below the fold It adds a testimonial It adds extra information, like a location or phone number It extends the length of the ad placement Jackie is an advertiser who wants to reach people by using both remarketing and Shopping ads. What’s the best targeting strategy for her? Answer Create a combined remarketing and Shopping campaign Create separate remarketing and Shopping campaigns Create two ad groups: one targeted to remarketing and the other to Shopping Create one ad group targeted to both remarketing and Shopping

6. Which functionality applies to HTML5 ads? Answer They’re easy to update but require plug–ins They’re easy to update and don’t require plug–ins They use interactive content stored in containers and rendered in browsers They can’t be viewed on mobile devices A custom Lightbox ad must have a format hosted in: Answer AdWords DoubleClick Campaign Manager DoubleClick Studio DoubleClick Studio or AdWords 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 opt-in because the Display option: Answer optimizes keywords and applies affinity targeting conversion models to target ads uses keywords to target web pages with relevant content and uses predictive models to determine which pages are most likely to result in conversions 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 What does remarketing allow you to do? (Choose 2) Answer (Select All Correct Responses)

7. See how many people bought your product after seeing the ad Send client emails Reconnect with people who have previously visited your website or mobile app by showing them relevant ads as they browse the web Tailor your ads to users based on their previous actions on your website or app An advertiser promoting the release of a film that’s entirely in French with no subtitles wants to advertise on YouTube. He’s advertising it heavily in France through a traditional ad campaign, but wants to ensure that online ads reach the most relevant YouTube audience. Which should he do? Answer Change the AdWords account language setting to French during setup Change the managed placements to French Set language targeting options for the campaign containing the ads for the film Target specific YouTube localized domains Frequency capping gives advertisers the ability to specify a limit to the number of: Answer impressions for all viewers clicks for a unique viewer clicks for all viewers impressions for a unique viewer Which manual bidding strategy can you use to increase your reach? Answer Cost-per-engagement

8. Cost-per-thousand-viewable impressions Cost-per-thousand-viewable impressions Cost-per-click 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? Answer Past converters Category page visitors Product page visitors Homepage visitors Which of these metrics is typically most important in measuring a direct response advertiser's performance on the Display Network? Answer Conversions Clicks Impressions Clickthrough rate (CTR) 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? Answer Frequency capping Ad scheduling

9. Bid Optimizer Ad rotation You're running a campaign for a shoe company and notice that the sales trends 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? Answer Launch a new marketing video Create a remarketing list segment for shopping cart abandoners Send an email blast to all of your newsletter subscribers Launch a new search campaign In order to use remarketing with Google Analytics, you need to: Answer have a goal conversion rate of 30% have a goal conversion rate of 20% have your Google Analytics and AdWords accounts linked have at least one active AdWords account If a display ad appears "above the fold," this means that it: Answer will appear at the top of each page of the website can be viewed in the upper portion of the page without scrolling will appear anywhere on the front page of the website takes up more than 20% of the webpage

10. When optimizing for the Display Network, a clear call–to–action (CTA) in the ad text is important in order to: Answer 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 Which best practice is advisable when optimizing ad groups within a placement– targeted display campaign? Answer Target a broad collection of placements with a single ad group For each ad group, target groups of placements with similar themes Move automatic and managed placements into separate ad groups Create a separate ad group for each placement If you'd like users to fill in a survey on your website, which marketing objective do you need to select when setting up your Display campaign? Answer Build awareness Drive action You don't need to select marketing objective in this case Influence consideration 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?

11. Answer Enhanced cost-per-click (ECPC) Cost-per-enagement (CPE) Cost-per-view (CPV) Viewable cost-per-thousand impressions (vCPM) Which remarketing list segment will typically have the highest volume of viewers? Answer Product page visitors Homepage visitors Category page visitors Past converters If your client runs a car dealership and wants to increase brand awareness among auto enthusiasts, which bidding type would you suggest? Answer Cost–per–day (CPD) Cost–per–view (CPV) Viewable cost–per–thousand impressions (vCPM) Target cost–per–acquisition (CPA) 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: Answer perform well on the Display Network because it contains relevant information be disapproved because it mimics a function the ad can't perform

12. perform poorly on the Display Network because it will frustrate people be resized on the Display Network because it lacks animation elements 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? Answer Keyword targeting Location and language targeting Audience targeting Device targeting Which ad format is recommended for building awareness? Answer Image ads Display ads with location extensions Universal app campaigns Dynamic image ads Which bidding option is best suited for an advertiser focused on branding goals? Answer Effective cost–per–thousand impressions (eCPM) Cost–per–click (CPC) Cost per acquisition (CPA) Viewable cost–per–thousand impressions (vCPM)

13. What is the reach of the Google Display Network? Answer Over 90 percent of global internet users Over 40 percent of global internet users Over 60 percent of global internet users Over 50 percent of global internet users Hayley's client wants to drive sales of her new cookbook 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: Answer only the keywords match the keywords and topics match only the topics match the keywords and bid match If a display ad has been disapproved, how do you submit a request for another review? Answer Open and then resubmit the ad Edit your ad so it complies with Google policy and re–save it Email adwords–support@google.com to find out why it wasn’t approved Click "Re–review display ad" View–through conversions are available only to: Answer advertisers that have implemented conversion tracking

14. advertisers that are running video ads advertisers that have opted in to the Search Network advertisers that have implemented target CPA bidding Your client Anna wants to increase the reach and visibility of her ads. Which bidding strategy would you recommend? Answer Cost–per–click (CPC) Cost–per–view (CPV) Viewable cost–per–thousand impressions (vCPM) Cost–per–acquisition (CPA/CO) Your client wants to place image and video ads on a wide variety of websites so people will see them while browsing those sites. Which type of AdWords campaign would be best for that? Answer Search Network with YouTube opt-in Display Network Search Network Search Network with Display opt-in For an ad entering an auction on the Display Network, the AdWords system will calculate the effective cost–per–thousand impressions (eCPM) when there are: Answer any cost–per–click (CPC) or cost–per–acquisition (CPA) ads entering the auction only viewable cost–per–thousand impressions (vCPM) ads entering the auction only cost–per–click (CPC) ads entering the auction

15. both cost–per–click (CPC) and cost–per–acquisition (CPA) ads entering the auction Which bidding strategy should use you if you want to increase revenue from your ad spend? Answer Target return on ads spend (ROAS) Enhanced cost-per-click (ECPC) Maximize clicks Target cost-per-action (CPA) Which report is helpful when using site and category exclusions? Answer Keyword report Campaign report Ad group report Placement report 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? Answer Impressions, reach, frequency Impressions and conversions Clickthrough rate and cost-per-click Conversion delay and cost-per-acquisition

16. 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? Answer A text ad with a call extension on the Search Network An image ad featuring a drawing of the restaurant on the Display 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 advertiser would benefit from using affinity audience targeting if they want to reach people: Answer who’ve already visited their website with a particular broad interest, for example, sports fans with a very specific interest, for example, avid marathon runners regardless of their particular interests 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) Answer (Select All Correct Responses) Your profits Cost of your keywords Your campaign type Competitors' products

17. 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? Answer Display Network Display Network with Search opt-in Search Network Search Network with Display opt-in 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? Answer Target return on ad spend (ROAS) Cost–per–view (CPV) Viewable cost–per–thousand impressions (vCPM) Cost–per–day (CPD) When should you use automated bidding? Answer If you have had 50-100 conversions over 30 days in a single campaign If you have had 10-50 conversions over 15 days in a single campaign If you have had 5-10 conversions over 30 days in a single campaign If you have had 50-100 conversions over 15 days in a single campaign 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? Answer

18. Display ads with location extensions Universal app campaigns Lightbox ads TrueView ads Which ad format is recommended for driving action? Answer Image ads Responsive ads Lightbox ads TrueView ads For an advertiser focused on branding, what are the key success metrics? Answer Conversion rate Cost–per–conversion Clicks and impressions Reach and frequency On the Display Network, enhanced cost–per–click (ECPC) automatically: Answer 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

19. sets bids to help you get the most clicks within your target spend amount When reviewing her display campaign, Gina sees that her clickthrough rate is higher on weekdays from 10 a.m. to 1 p.m. Which feature could help her be more efficient with her advertising during this time? Answer IP Exclusion Bid adjustments Frequency capping Ad rotation Which practice would violate Google’s editorial and professional requirements? Answer Directing people to a page other than the advertiser’s homepage Including a question mark in the headline Showing a ValueTrack tag in the text Including a border on the ad A direct response advertiser would like to promote a new line of non–stick cookware that is being sold on an e–commerce site via a display ad. She should choose a landing page for the ad that features: Answer a specific pan within the new line all cookware sold on the site all non–stick cookware sold on the site the entire new line of non–stick cookware

20. John launched a new line of men's shoes on his fashion website, and he wants to build awareness about the launch. Which targeting option should he use? Answer Gmail ads Demographic targeting In-market audiences Similar audiences Which feature applies to the Display Network but not the Search Network? Answer Language targeting Cost–per–click (CPC) bidding Location targeting Frequency capping 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? Answer Influence consideration Drive action Build awareness Drive loyalty You're seeking an ad format to support influencing consideration for your brand. You'd also like the ad to automatically adjusts its size, appearance, and format to fit available ad spaces and better fit content users came to see. Which ad format suits these needs?

21. Answer TrueView ads Responsive ads Lightbox ads Standard image ads Someone browsing the Internet sees an AdWords display ad for laptop computers on a Display Network site, but doesn't click on it. Two weeks later, she's interested in buying a laptop and decides to visit the site from the ad. She finds the site by doing a Google search, goes directly to it, and buys a laptop. In this scenario, view–through conversions would be valuable for the advertiser because it could: Answer track the number of people who saw the ad but didn't convert measure the number of potential clicks associated with ad impressions track the IP addresses of people who saw the ad measure the number of conversions associated with ad impressions To raise awareness of what you're advertising without limiting who might see your ads, you should: Answer 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 add multiple targeting methods and use the "Target and bid" setting What is your advertising objective if you want to ensure your content catches the eye of the people who want what you offer? Answer

22. Build awareness Drive action Influence consideration Drive loyalty Which bidding type is only available for ads on the Display Network? Answer Cost–per– view (CPV) Viewable cost–per–thousand impressions (vCPM) Maximize clicks Target cost–per–acquisition (CPA) Cost–per–thousand impressions (CPM) bidding is only available for: Answer campaigns that target the Display Network campaigns that target search partner sites accounts that are using prepay billing accounts using U.S. dollars for billing currency If an advertiser chooses to run ads in image formats, Google will: Answer display these ads on the Display Network require that cost–per–thousand impressions (CPM) bidding be used charge an additional fee to serve these ads display these ads on the Search Network

23. In order to use target cost–per–acquisition (CPA) bidding, an advertiser must: Answer be opted in to the Search Network and YouTube be using viewable cost–per–thousand impressions (vCPM) bidding, with a certain number of viewable impressions in the previous 30 days be opted in to the Search Network have a certain number of conversions in the previous 30 days 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? Answer Focus on impressions Focus on clicks Focus on engagement Focus on conversions Which practice would be acceptable under Google’s editorial and technical requirements? Answer 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 Including a generic phrase like “Buy products, click here” Which ad format is easiest to create and edit, and has the widest reach on the Display Network?

24. Answer Video ads Display ads Text ads Rich media ads What are the key benefits of using the Google Display Network? (Choose 2) Answer (Select All Correct Responses) Sophisticated reporting to measure performance Placing your ads on google.com Influence consideration Massive reach, you can advertise on any website What can you do by creating a separate campaign that's targeted only to the Display Network? Answer Set a separate placement bid at the ad group level Set specific maximum cost–per–click (CPC) bids for automatic placements Exclude irrelevant placements and categories Allocate budget and control spend more effectively across campaigns An advertiser who wants to target specific categories of video content on the Display Network should: Answer target the Search Network add a call–to–action (CTA) overlay to the ads

25. add the keyword "video" to the campaign use video ads What targeting options are available on the Display Network? (Choose 2) Answer (Select All Correct Responses) Remarketing lists for search ads (RLSA) Demographic targeting Affinity audiences Connections targeting An advertiser purchasing display advertising through other ad networks can still benefit from using AdWords display ads because: Answer the ad can appear multiple times on a page to reinforce the advertiser's message the ad will show on all ad networks and will reinforce the advertiser's message she can infinitely loop animated image ads she can fill in the gaps of niche and mass–marketed sites using AdWords targeting options Managed placements allow advertisers to: Answer target relevant placements across the entire Display Network based on their keyword lists exclude a specific ad unit on a network page where there are multiple ad units give Google the ability to select placements for them and set industry–appropriate bids

26. bid differently for specific placements on the Display Network An advertiser who sells coffee beans adds the keyword “Java'” to an ad group. After two weeks, she runs a placement performance report and notices that the ad is showing up on websites about JavaScript programming. What should she do to avoid appearing on these irrelevant sites? Answer Make it obvious in the ad copy that "Java" refers to coffee, not JavaScript Exclude "Programming" as a topic Add “Java beans” as a negative keyword Add "Coffee beans" as a topic Which automatically expands your reach based on your campaign’s conversion history to help get as many conversions as possible? Answer Google Analytics Conservative targeting Ad Preview and Diagnosis tool Aggressive targeting Ads are likely to be most contextually relevant to the sites on which they appear when using: Answer Remarketing Affinity audiences In–market audiences Topic targeting

27. Which targeting option allows you to re-engage with people who visited your site by serving them ads containing the products they viewed on their visit? Answer In-market audiences Similar audiences Dynamic remarketing Topic targeting In–market audience targeting consists of people: Answer who are interacting with contextually relevant content whom you’ve reached through remarketing who are currently researching options and actively considering buying a product or service like yours who are in your overall target demographic group When planning a campaign, the first thing an advertiser thinks about should be: Answer the tools available to build a display ad the tools available to optimize the campaign the advertiser's daily budget the advertiser's goals Your client who sells sports shoes might choose to target a custom affinity audience if he wants to: Answer increase brand awareness

28. reach shoppers who are ready to buy right away reach men, women, and children of all ages who need any kind of athletic shoes sell high–end running shoes to competitive marathon runners Viewable cost–per–thousand impressions (vCPM): Answer lets you bid based on AdWords’ projected views of your ad lets you pay only for impressions that become viewable applies to all ads that appear in Google Search and on the Display Network counts an ad as “viewable” when 75% of it is visible on the screen for 5 seconds or more 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? Answer Set bids on individual placements Create a campaign for each website Set bids at the ad group or campaign level Choose websites that represent a variety of themes The dynamic remarketing tag collects data such as: Answer affinity group characteristics business ID numbers of visitors types of pages viewed

29. number of code snippets How many websites are part of the Google Display Network? Answer 500K+ websites 100K+ websites 2M+ websites 1M+ websites James has a 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) Answer (Select All Correct Responses) How many people saw the ad Which age group and gender is more likely to sign up for a course after seeing the ad How many people sign up for lessons after seeing the ad How many liked the ad Why is it recommended to separate Display Network campaigns from Search Network campaigns? Answer Different campaign settings may be more effective on different networks Lower clickthrough rates (CTRs) on the Display Network can negatively affect Quality Score Higher bids are required to be successful on the Display Network Separate campaigns allow for more accurate location targeting

30. Targeting by topic is a good strategy if your client wants to: Answer control where his ads appear on the Display Network actively manage his budget because he has strict cost–per–acquisition goals drive sales on his website reach a specific audience Your client Alexa, who sells wedding accessories, is running a text ad on the Display Network. What might Google automatically include in her ads? Answer A map showing her business location A promotion from a related business, like a bakery A photo of a bride A quotation about falling in love Your client wants to reach new parents with ads for organic baby food. What kind of targeting would you recommend? Answer Dynamic remarketing Similar audiences In–market audiences using the “Infant & Toddler Feeding/Toddler Meals” category Managed placements True or False: An advertiser can target mobile apps via AdWords. Answer True

31. False 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? Answer Prominently feature her street address in bold text Advertise on the Search Network as well as the Display Network Add a map showing her location to her ads Add a location extension to her ad If one of your display ad groups isn’t serving due to incorrect target and bid settings, what should you do? Answer Set all targeting for the ad group to “Observations” and at least one targeting method to “Targeting” Set the targeting for the campaign to “Target all” and resubmit the ad Set the targeting for the ad group to “Broad Reach” Set the targeting for the ad group to “Target all” You'd like to show your ads to users searching for custom t-shirts. Which targeting method can you use? Answer • Location and language targeting • Device targeting • Keyword targeting • Audience targeting Display inventory on the Display Network is published by AdSense or:

32. Answer • AdWords • Right Media • The DoubleClick Ad Exchange • Teracent How long should advertisers wait after creating a new Display campaign before analyzing its performance? Answer • 1-2 weeks • 2–3 days • 1 year • 1 month In addition to partner websites, where can you display your ads on the Google Display Network? (Choose 2) Answer (Select All Correct Responses) • google.com • YouTube.com • Mobile sites that are part of the Google Display Network • Any mobile site or mobile app Frequency capping limits the number of times: Answer • your ads appear to people with the same IP address • your ads appear to the same person on the Display Network

33. • your ads appear to the same person on the Search Network • your ads appear during the designated days and hours that you set When using cost–per–acquisition (CPA) bidding, an advertiser bids using a maximum CPA and pays by: Answer • Impression • Click • Viewthrough • Conversion A running shoe company wants to reach "avid marathon runners" instead of just "sports fans". Which targeting method should this advertiser use? Answer • Demographic targeting • Affinity audiences • Managed Placements • Custom affinity audiences If John is setting up a new video campaign, which manual bidding strategy should he use? Answer • Cost-per-view • Cost-per-thousand-viewable impressions • Cost-per-click • Cost-per-engagement

34. 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? Answer • In–market audiences • Demographic targeting • Dynamic remarketing • A broad affinity audience “Engagement” with a Lightbox ad on a mobile phone or tablet is achieved when someone: Answer • expands or interacts with the ad • watches the ad twice in a row • hovers their finger over the ad for at least 2 seconds • watches the ad for at least 2 seconds Which is a benefit of using a Lightbox ad? Answer • You can be charged only for click–throughs • You can run it on both the Search and Display Networks •There’s no cost for engagement with the ad • You can use any Display Network targeting method 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? Answer •The “Green Living Enthusiasts” affinity audience

35. • Demographic targeting • Gender targeting • Contextual product targeting James is marketing an online training course and wants to improve his campaign performance. He analyzes the conversion-tracking data and realizes most course registrations are coming from Atlanta, GA. What should he do? Answer • Lower the bid for inventory targeting that region • Limit the number of times an individual in that region sees the ad • Buy more ad inventory in that region • Run remarketing campaigns only in that region Remarketing is targeting ads to people who’ve already visited: Answer • your website as they browse websites and use apps on the Display Network •competitors’ websites multiple times • your website after they've searched on Google • multiple websites on the Display Network Why is it beneficial to include a text ad in the same ad group as an image ad when advertising on the Display Network? Answer • It ensures maximum coverage because some publishers don't accept all ad formats • Image ads don't perform as well on the Display Network • Text ads don't perform as well on the Display Network • It ensures one of the ad formats will win the auction and show on a publisher site

36. You are interested in understanding how clicks lead to a sale on your site. What do you call a click that leads to a sale on your site? Answer • Conversion • Cost-per-click • Clickthrough rate • Impression Which targeting method allows an advertiser to reach people who have previously visited their website by showing them relevant ads when they visit other placements on the Display Network? Answer • Remarketing • Placement • Topic • Affinity audiences Viewable cost–per–thousand impressions (vCPM): Answer •Counts An Ad As “Viewable” When 75% Of It Is Visible On The Screen For 5 Seconds Or More • Lets You Pay Only For Impressions That Become Viewable • Applies To All Ads That Appear In Google Search And On The Display Network ••Lets You Bid Based On Adwords’ Projected Views Of Your Ad