Google Mobile Advertising Exam Answers

This exam covers basic and advanced concepts of mobile advertising, including ad formats, bidding and targeting, and campaign measurement and optimization.

90 minutes

70 questions

80% passing score

Validity period of 12 months

1.)

Which of the following is NOT true about an app URL scheme?

● A) Typically the website name appears in reverse; e.g., example.com becomes com.example as a scheme

● B) Schemes are automatically set up when you create your app ● C) The scheme is a part of the link that identifies which app to

open ● D) You can use “http” or a custom scheme that can start with

the app or website name

2.)

50% of purchase-related conversions happened within ______ of the mobile searches that initiated them.

● A) three hours ● B) two hours ● C) one hour ● D) half-an-hour

3.)

Select the one way NOT to track app conversions.

● A) Using Codeless Android Install tracking ● B) Integrate the Google SDK in your app ● C) Using an app analytics provider for your AdWords campaigns ● D) Add a javascript snippet to your website

4.)

Which of the following is incorrect about AdWords cross-device conversions?

● A) Cross-device conversions do not track from mobile to desktop conversions; it only tracks desktop to mobile conversions

● B) Cross-device conversions help advertisers track conversions that couldn’t be tracked before in AdWords since they were attributed to another non-AdWords channel like organic search or direct

● C) Cross-device conversions do not track from desktop to mobile conversions; it only tracks mobile to desktop conversions

● D) Cross-device conversions help advertisers understand the device that received the last ad click before the conversion

5.)

App remarketing allows you to target people who:

● A) Have used your app before ● B) Have searched for your app ● C) All of the listed answers are incorrect ● D) Have searched for apps similar to yours

6.)

iOS app conversion tracking cannot be set up using:

● A) Server-to-server (S2S) ● B) Codeless conversion tracking ● C) Install confirmation feedback ● D) SDK

7.)

If your campaign is running on the Display Network, your ads:

● A) Are automatically eligible to show in mobile apps ● B) Will only show on mobile apps that you select ● C) Are not eligible to show in mobile apps ● D) Are only eligible to show in specific mobile apps

8.)

Which of the following is the main reason an app advertiser would want to use a 3rd party conversion tracking company?

● A) To have a single SDK to add to your app instead of one from each ad network

● B) To have more control when communicating with each ad network

● C) To see which of an app’s new users came from recent advertising clicks or views

● D) To receive reporting on basic usage analytics

9.)

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.

● A) False ● B) True

10.)

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

● A) Charging for app downloads from the Apple iTunes or Google Play store

● B) All of the listed answers are correct ● C) In-app purchases ● D) In-app ads

11.)

The Mobile App Analytics Acquisition reports give you data about:

● A) How your users spend time outside of your app ● B) How often your mobile apps are installed and opened ● C) Which type of targeting has the lowest cost-per-acquisition ● D) How much data your app has acquired

12.)

You can use a mobile specific display URL to:

● A) Show consumers that you are a large brand ● B) Differentiate yourself from other advertisers ● C) Indicate that you have a mobile-friendly landing page ● D) Effectively track conversions to your desktop site

13.)

With a business in an eligible country, advertisers can use Website Call Conversions to track calls to a Google forwarding number on their site from users who arrived there from any source.

● A) False

● B) True

14.)

Admob is ____.

● A) a custom deep link ● B) an app promotion ad format ● C) an ad extension ● D) AdWords’ non-owned and operated mobile app inventory

15.)

Auto exclusions allow:

● A) Google’s mobile app promotion template ads to be automatically excluded from showing to users who have already downloaded the advertisers app

● B) Google advertisers to exclude automatic bidding within their mobile app

● C) Google advertisers to exclude high install pricing ● D) Google’s mobile app promotion template ads to automatically

include showing to users who have already downloaded the advertisers app

16.)

The mobile video Masthead is a homepage ad similar to the desktop video Masthead and will appear on the homepage of all of the YouTube mobile and tablet properties, including _____.

● A) both the iOS and Android mobile apps ● B) the Android mobile app and m.youtube.com ● C) the Android native mobile app, the iOS app, and

m.youtube.com ● D) reserve in-stream ads

17.)

The conversion optimizer for apps allows:

● A) AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids accordingly across search and display inventory with the goal of helping Advertisers hit their desired Cost Per Installs

● B) AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids accordingly across search and display inventory to help advertisers hit their desired Cost Per Impression goal

● C) AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids accordingly across just search inventory to help advertisers hit their desired Cost Per Install goal

● D) AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids

accordingly across search and display inventory to help advertisers hit their desired Cos Per Click goal

18.)

Assuming you are not using any bid adjustment and you value mobile traffic over desktop, which bid adjustment should you set?

● A) Increase bid adjustment for desktop ● B) Increase bid adjustment for mobile and desktop ● C) Increase bid adjustment for tablets ● D) Increase bid adjustment for mobile

19.)

What is a lightbox ad?

● A) A type of ad format that shows extra information (“extending” from your text ads) about your business

● B) A mobile text ad ● C) A cross-screen expandable ad format that optimizes for

taps/swipes on mobile and mouse-overs/clicks on desktops ● D) A remarketing specific ad format to announce new features

of your app

20.)

Viewable impressions:

● A) Allow you to only pay for those ads that are actually viewed ● B) Allow you to pay for ads when they are displayed in a

viewable position ● C) Allow you to only pay for video ads that are viewed within an

hour ● D) Allow you to pay for ads that are viewed and also converted

21.)

What will you need before you can set up conversion tracking for calls from an ad or from a website (assuming Google forwarding numbers are available in your country)?

● A) A sales team and operating phone bank ● B) An active call extension or call-only ad ● C) A mobile specific site-link extension ● D) An app published in the Google Play store

22.)

An advertiser would NOT use AdWords’ mobile offering to:

● A) Build a mobile-optimized website ● B) Engage with users who have already downloaded their app ● C) Track conversions once a user downloads their app ● D) Advertiser their app

23.)

Once an advertiser opts in to advertise with our search partners (the default setting) in their campaign network settings, they should use _______ to have their ads populate within Google Maps for Mobile.

● A) product extensions ● B) location extensions ● C) mobile extensions ● D) store visit extensions

24.)

Showrooming refers to:

● A) The phenomenon which turns brick and mortar stores into showroom apps for mobile users

● B) The phenomenon where brands sell specialty or limited quantity goods through mobile

● C) The phenomenon where various brands within similar categories complete for brand placement on a mobile device

● D) The phenomenon which turns brick and mortar stores into showrooms for products which are then purchased online or via mobile

25.)

An app developer might use remarketing if they wanted to promote a paid version of their game to all users of the free version who reached Level 10 of the game.

● A) False ● B) True

26.)

The two types of conversions for YouTube on mobile are:

● A) Promotion views and engagement views ● B) Promotion views and view-through conversions ● C) Download views and engagement conversions ● D) Conversions and view-through conversions

27.)

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

● A) 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

● B) 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

● C) 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

● D) 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

28.)

In AdWords, you can create and manage video campaigns targeting mobile devices by using ___.

● A) “mobile app installs” campaigns ● B) “Masthead video” campaigns ● C) the TrueView family of cost-per-view (CPV) video ad formats ● D) “mobile app engagement” campaigns

29.)

To track conversions in an app, you can add the AdWords Conversion Tracking SDK to your app. SDK stands for:

● A) Schema Development Kit ● B) Software Development Kit ● C) Software Deprecation Kit ● D) Schema Development Key

30.)

To find the right mobile bid, you would calculate:

● A) (mobile conversion rate / desktop conversion rate) + 1 ● B) (mobile conversion rate / desktop conversion rate) x 100 ● C) (desktop conversion rate / mobile conversion rate) – 1 ● D) (mobile conversion rate / desktop conversion rate) – 1

31.)

How do upgraded URLs help advertisers with 3rd party conversion tracking?

● A) Allow advertisers to direct users to the app store to download their app

● B) Manage a single tracking URL at the campaign, ad group or ad level that is separate from the landing page URL

● C) Show deep link URLs only to people who already have the app

● D) Show app install ads only to people who haven’t downloaded the app yet

32.)

Where can app ads run?

● A) Within other apps, also known as in-app ● B) Only on the Google Play store ● C) Across Display, Search, and YouTube ● D) Only on Admob

33.)

The Mobile App Analytics Behavior reports give you data about:

● A) How many people have downloaded your app through a referral from a friend

● B) In-app user satisfaction ratings ● C) The detailed ways users interact with your app ● D) The detailed ways users of your app interact with other users

of your app

34.)

Which of the following is true about mobile optimized sites?

● A) You should build your app before your mobile site ● B) Visitors to your mobile-optimized site will be at the same

point in the purchase funnel as visitors to your desktop site ● C) Mobile websites should only focus on task-based

functionality, i.e. be a stripped-down version of the desktop site ● D) Mobile-friendly experiences typically feature easy navigation,

quick-to-load images, and streamlined text

35.)

Setting up Mobile App Analytics requires:

● A) At least 1 app install or conversion ● B) A working knowledge of mobile click attribution technologies ● C) A substantial number of app installs or conversions ● D) The “Edit” permission for a Google Analytics account and

technical knowledge of your app development environment

36.)

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.

● A) lower, lower ● B) raise, lower ● C) lower, raise ● D) raise, raise

37.)

A mobile app is an application that can be downloaded and installed on your mobile device or rendered within a browser.

● A) False ● B) True

38.)

iOS App Install confirmation is a feedback mechanism which enables customers to receive confirmation from Google every time an iOS app install event can be attributed to an AdWords ad click or view. Why would an advertiser use this solution?

● A) The advertiser wants to count calls as conversions. ● B) This is the only available method of conversion tracking for

iOS. ● C) The advertiser is interested in cross-device conversions. ● D) The advertiser is using an in-house or third party app

analytics system.

39.)

Usage data allows advertisers to:

● A) Change bid adjustments based on mobile traffic ● B) Create remarketing lists based on how frequently or

infrequently a customer is using their app ● C) Create a conversion tracking list and add it to their app ● D) Add the conversion tracking tag to their app

40.)

Automatic bidding is ideal for advertisers who:

● A) Want to save time managing bids based on hundreds of signals

● B) Want to set their own bids for individual ad groups ● C) Want to set their own bids for individual keywords ● D) Don’t want to spend a lot of time managing keywords

41.)

What time of day does mobile usage generally peak?

● A) During working hours ● B) Morning and evening when people are commuting to work ● C) Evening hours when people are at home ● D) Spread evenly throughout the day

42.)

Which of the following is true about apps?

● A) Once a customer downloads an app, they will be likely to return

● B) Most smartphone users download apps on a weekly basis ● C) The majority of Android apps have been downloaded ● D) The number of app installs on Android tablets is increasing

43.)

Which of the following is NOT a type of mobile ad extension?

● A) Sitelink extension ● B) Download extension

● C) Call extension ● D) App extension

44.)

According to a Nielsen study, what percentage of purchase-related conversions happened within an hour of the mobile searches that initiated them?

● A) 25% ● B) 0% ● C) 50% ● D) 75%

45.)

When you use a flexible bid strategy, it will automatically optimize your bids based on:

● A) Your search terms data ● B) Your remarketing list ● C) Your performance KPI (Key Performance Indicator) ● D) Your Quality Score

46.)

What is an app install ad?

● A) A type of targeting used to match your ads to sites or pages based on the keywords or topics you’ve chosen

● B) An ad format for advertisers to re-engage with users who have already downloaded the app

● C) A templated way to create text, banner, image, and interstitial ads driving users to the Google Play store

● D) An app extension which shows a link to your app below your ad

47.)

If you want to reach certain categories of apps with in-app display ads, or if you know the apps you want to target, you should:

● A) Go to “Campaign Exclusions” from the Display Network tab ● B) Create a Display Network campaign targeted to mobile apps ● C) Enable Active View reporting ● D) Create a placement inclusion for mobile apps

48.)

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

● A) remarketing link ● B) deep link ● C) location link ● D) location extension

49.)

For someone who wants to run a Display Network campaign, which tool is best suited for providing targeting ideas and estimates?

● A) Display Planner ● B) Display Ad Builder ● C) Display Ad Preview and Diagnosis ● D) Display Keyword Planner

50.)

Deep-linking allows:

● A) Ads to direct new customers only into deeper, more targeted sections of the app

● B) Desktop users to be able to access deeper, more targeted sections within a mobile app

● C) Mobile and desktop users to navigate within a mobile app ● D) Ads to direct customers into deeper, more targeted sections

of the app

51.)

Sitelink extensions:

● A) Decrease CTR rates as users are sent to specific pages of your site

● B) Show your business address, phone number, and a map marker with your ad text

● C) Allow targeted remarketing list users to land directly on specific pages of your site

● D) Allow advertisers to give users the option to land directly on specific pages of your site

52.)

Third-party analytics companies can reduce complication for advertisers by providing them only one SDK to add to their apps.

● A) True ● B) False

53.)

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

● A) Mobile conversions ● B) Utilization of mobile ad formats, extensions, app and mobile

site design best practices ● C) App downloads, calls, store visits, cross device conversion,

mobile conversions ● D) Cross device and mobile conversions

54.)

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

● A) App installs ● B) Deep link extensions ● C) Ad extensions ● D) AdMob extensions

55.)

The App Overview report is a summary of the most salient data from all of the Mobile App Analytics reports. Use this report to:

● A) Review the code for your app and SDKs ● B) Assess the general health of your app and to follow data

trends ● C) Review data about your users’ names, addresses, and

income brackets

● D) Gain insights into your competitor’s strategies

56.)

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

● A) location where mobile is being used ● B) time of day ● C) the lack of precision on a touch screen ● D) responsive design based on touch

57.)

With a business in an eligible country, call conversions 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

58.)

________ 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.

● A) Keyword planner ● B) Sitelinks ● C) App extensions ● D) Conversion tracking

59.)

Which of the following is true about apps?

● A) Apps are more geared towards retention, loyalty, and engagement

● B) Apps and mobile optimized sites are the same thing ● C) Once a user downloads an app, they are likely to return and

engage with it ● D) Apps are more geared towards acquisition purposes

60.)

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

● A) Target outranking share ● B) Target cost-per-acquisition (CPA) ● C) Target search page location ● D) Target return on ad spend (ROAS)

61.)

To re-engage users with an app, use the following strategies:

● A) Build remarketing lists, engage in proactive outreach, offer something unique, use deep linking, and track everything beyond installs to understand your most valuable users

● B) Build remarketing lists, engage in reactive outreach, offer something free, and don’t track anything outside of installs

● C) Build general email lists, engage in reactive outreach, don’t use deep linking, and don’t track outside of installs

● D) Build remarketing lists, engage in reactive outreach, use deep linking, and track outside of installs for your most valuable users

62.)

An advertiser with stores throughout the country could use Location Extension Targeting to:

● A) Target users in the same way across all of their locations ● B) Target users who are within 10 miles of one particular city in

the country ● C) Target users who are within 20 miles of one particular city in

the country ● D) Decrease bid by 50% for users who are within 10 miles of

their stores

63.)

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

● A) False ● B) True

64.)

When should an advertiser use an app extension instead of an app promotion ad?

● A) With keywords intended to direct users to the mobile website, but still give the option to download the app

● B) To run your ad on both Search and Display ● C) To re-engage with users who have already downloaded the

app

● D) With keywords intended to drive app download, but still give the option to visit the mobile website

65.)

What is an app engagement ad?

● A) A customized ad shown to users who already have the app in order to drive them back to the app

● B) An app extensions which shows a link to your app below your ad

● C) A templated “engagement” image ad which allows you to add more text or information to your ad

● D) An ad which uses cookies to appear to users who have already downloaded an app

66.)

A(n) ____ gives your app users the ability to open your app directly from other apps by clicking a link.

● A) app index ● B) custom deep link ● C) location extension ● D) website deep link

67.)

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.

● A) False ● B) True

68.)

With YouTube Mastheads you can get 100% share of voice, not just on the desktop YouTube site, but also across screens with:

● A) The YouTube mobile site and Google Play App ● B) The YouTube mobile site and the YouTube app ● C) Video Search on Google ● D) The AdWords mobile site and YouTube app

69.)

Which is a benefit of using server-to-server app conversion tracking over an SDK?

● A) If not implemented correctly, adding the SDK and conversion tracking code could result in bugs in the app

● B) Adding multiple SDKs for various advertising or analytics platforms have no impact on app code file-size

● C) Server-to-server connections are easier to set up than code-less conversion tracking

● D) Adding SDK and conversion tracking changes to your app doesn’t require review by the Google Play Store

70.)

The path to conversion on mobile is not the same as on desktop or tablet due to ALL of the following EXCEPT:

● A) Intent ● B) Differing screen size ● C) Functionality ● D) Context

71)

In AdWords, you can create and manage video campaigns targeting mobile devices by using ____.

1. A) “mobile app engagement” campaigns

2. B) “mobile app installs” campaigns 3. C) the TrueView family of cost-per-view (CPV) video ad

formats 4. D) “Masthead video” campaigns

72)

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

1. A) All of the listed answers are correct 2. B) In-app ads 3. C) Charging for app downloads from the Apple iTunes or

Google Play store 4. D) In-app purchases

73)

With a business in an eligible country, call conversions 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.

1. A) False 2. B) True

74)

Third-party analytics companies can reduce complication for advertisers by providing them only one SDK to add to their apps.

1. A) True 2. B) False

75)

When you use a flexible bid strategy, it will automatically optimize your bids based on:

1. A) Your performance KPI (Key Performance Indicator) 2. B) Your Quality Score 3. C) Your search terms data 4. D) Your remarketing list

The Mobile App Analytics Acquisition reports give you data about:

1. A) How your users spend time outside of your app 2. B) How often your mobile apps are installed and opened 3. C) Which type of targeting has the lowest cost-per-acquisition 4. D) How much data your app has acquired

With a business in an eligible country, advertisers can use Website Call Conversions to track calls to a Google forwarding number on their site from users who arrived there from any source.

1. A) False 2. B) True

According to a Nielsen study, what percentage of purchase-related conversions happened within an hour of the mobile searches that initiated them?

1. A) 75% 2. B) 25% 3. C) 0% 4. D) 50%

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