Google Ads Display Advertising Certification Assessment Exam Answers 2018 PDF - Academy for ads

0 ratings

Google Ads Display Advertising Certification Assessment Exam Answers 2018 PDF - Academy for ads

Deprecated, new version in:

The Exam contains more than 100 possible questions. It means, that every time you take the exam you get 100 random questions from all possible questions and in random order.

PDF file is a searchable PDF file with all possible questions test and correct answers. 

Score 100% in last review.

The language of the answers are in English. In Google Ads exams, you can choose the language before the exam and when you pass you can see the certification in your language.

Some questions:

Which functionality applies to HTML5 ads?

a – They use interactive content stored in containers and rendered in browsers

b – They can’t be viewed on mobile devices

c – They’re easy to update and don’t require plug–ins

d – They’re easy to update but require plug–ins

How does an extension work on a Display ad?

a – It extends the length of the ad placement

b – It adds a testimonial

c – It adds extra information, like a location or phone number

d – It extends the ad below the fold

Which practice would be acceptable under Google’s editorial and technical requirements?

Promoting documented copyrighted content

Including a generic phrase like “Buy products, click here”

Linking to a site that’s under construction

Showing a URL that doesn’t accurately indicate the landing page, such as “” taking people to

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:

the entire new line of non–stick cookware

a specific pan within the new line

all non–stick cookware sold on the site

all cookware sold on the site

In addition to partner websites, where can you display your ads on the Google Display Network? (Choose 2)

Any mobile site or mobile app

Mobile sites that are part of the Google Display Network

What does remarketing allow you to do? (Choose 2)

See how many people bought your product after seeing the ad

Tailor your ads to users based on their previous actions on your website or app

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

Which practice would violate Google’s editorial and professional requirements?

Including a border on the ad

Directing people to a page other than the advertiser’s homepage

Showing a ValueTrack tag in the text

Including a question mark in the headline

What are the key benefits of using the Google Display Network? (Choose 2)

Massive reach, you can advertise on any website

Influence consideration

Sophisticated reporting to measure performance

Placing your ads on

Viewable cost–per–thousand impressions (vCPM):

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

lets you bid based on Google Ads’ projected views of your ad

An advertiser who wants to target specific categories of video content on the Display Network should:

add the keyword “video” to the campaign

use video ads

target the Search Network

add a call–to–action (CTA) overlay to the ads

What is your advertising objective if you want to ensure your content catches the eye of the people who want what you offer?

Drive action

Build awareness

Drive loyalty

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:

target cost–per–acquisition (CPA) bidding

cost–per–click (CPC) bidding

cost–per–day (CPD) bidding

viewable cost–per–thousand impressions (vCPM) bidding

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?

Create a remarketing list segment for shopping cart abandoners

Launch a new search campaign

Launch a new marketing video

Send an email blast to all of your newsletter subscribers

Where can you place a client’s image and video ads?

a – On the Search and Display Networks

b – On the Search Network only

c – On the Search Network and YouTube

d – On the Display Network only

Jackie is an advertiser who wants to reach people by using both remarketing and Shopping ads. What’s the best targeting strategy for her?

a – Create separate remarketing and Shopping campaigns

b – Create one ad group targeted to both remarketing and Shopping

c – Create two ad groups: one targeted to remarketing and the other to Shopping

d – Create a combined remarketing and Shopping campaign

Frequency capping gives advertisers the ability to specify a limit to the number of:

clicks for all viewers

clicks for a unique viewer

impressions for all viewers

impressions for a unique viewer

You’re setting up a dynamic remarketing campaign for your client who sells educational products. Which best practice should you follow?

Include “textbooks” and “study guides” as keywords

Implement the remarketing tag after the body tag

Use a custom feed

Use the “Education” business type

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?

Past converters

Product page visitors

Homepage visitors

Category page visitors

Which ad format is easiest to create and edit, and has the widest reach on the Display Network?

Rich media ads

Text ads

Video ads

Display ads

You have a friend who has a small business, and she wants to manage her own Google Ads campaign. She has no experience with Google Ads and would like to experiment with different options. Which campaign type would you recommend to start?

Display Network with Search opt-in

Search Network

Search Network with Display opt-in

Display Network

The dynamic remarketing tag collects data such as:

types of pages viewed

affinity group characteristics

number of code snippets

business ID numbers of visitors

Which ad format is recommended for building awareness?

Image ads

Dynamic image ads

Display ads with location extensions

Universal app campaigns

Dynamic remarketing lets an advertiser:

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

show prior visitors to his site ads that are based on products or services they saw on the site

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?

Limit the number of times an individual in that region sees the ad

Buy more ad inventory in that region

Lower the bid for inventory targeting that region

Run remarketing campaigns only in that region

When using cost–per–acquisition (CPA) bidding, an advertiser bids using a maximum CPA and pays by:





Your client Anna wants to increase the reach and visibility of her ads. Which bidding strategy would you recommend?

a – Cost–per–view (CPV)

b – Cost–per–acquisition (CPA/CO)

c – Cost–per–click (CPC)

d -Viewable cost–per–thousand impressions (vCPM)

Your client Alexa, who sells wedding accessories, is running a text ad on the Display Network. What might Google automatically include in her ads?

A photo of a bride

A quotation about falling in love

promotion from a related business, like a bakery

A map showing her business location

If an advertiser chooses to run ads in image formats, Google will:

display these ads on the Display Network

charge an additional fee to serve these ads

require that cost–per–thousand impressions (CPM) bidding be used

display these ads on the Search Network

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?

Ad rotation

Frequency capping

Ad scheduling

Bid Optimizer

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 Google Ads campaign would be best for that?

Search Network with YouTube opt-in

Which bidding type is only available for ads on the Display Network?

Maximize clicks

Target cost–per–acquisition (CPA)

Viewable cost–per–thousand impressions (vCPM)

Cost–per– view (CPV)

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?

a – Focus on impressions

b – Focus on engagement

c – Focus on clicks

d – Focus on conversions

What is the reach of the Google Display Network?

a – Over 40 percent of global internet users

b – Over 50 percent of global internet users

c – Over 90 percent of global internet users

d – Over 60 percent of global internet users

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?

Which feature could help advertisers determine if the clicks they are receiving on the Display Network are valuable?

Conversion tracking

IP exclusion setting

Keyword diagnosis

Display Planner

Which bidding strategy should use you if you want to increase revenue from your ad spend?

Enhanced cost-per-click (ECPC)

Target return on ads spend (ROAS)

Target cost-per-action (CPA)

How many websites are part of the Google Display Network?

500K+ websites

100K+ websites

2M+ websites

1M+ websites

Which report should advertisers run to see which Display Network properties displayed their ads and view associated statistics?

Ad performance

Reach and frequency

Impression share

Placement performance

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?

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?

Which is a benefit of using display advertising with Google to build brand awareness?

Higher clickthrough rates (CTR) than on Google Search

Consistent performance from day–to–day

Accurate forecasts of clicks and impressions

Expansive network of diverse sites

In order to use remarketing with Google Analytics, you need to:

a – have a goal conversion rate of 20%

b – have a goal conversion rate of 30%

c – have your Google Analytics and Google Ads accounts linked

d – have at least one active Google Ads account

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?

Keyword targeting

Device targeting

Audience targeting

Location and language targeting

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?


Clickthrough rate


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:

the keywords and bid match

only the topics match

the keywords and topics match

only the keywords match

If John is setting up a new video campaign, which manual bidding strategy should he use?

a – Cost-per-click

b – Cost-per-thousand-viewable impressions

c – Cost-per-engagement

d – Cost-per-view

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?

Create a campaign for each website

Set bids on individual placements

Set bids at the ad group or campaign level

Choose websites that represent a variety of themes

“Engagement” with a Lightbox ad on a mobile phone or tablet is achieved when someone

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 automatically expands your reach based on your campaign’s conversion history to help get as many conversions as possible?

Google Analytics

Conservative targeting

Ad Preview and Diagnosis tool

Aggressive targeting

If your client runs a car dealership and wants to increase brand awareness among auto enthusiasts, which bidding type would you suggest?

Cost–per–day (CPD)

Cost–per–view (CPV)

Your client who sells sports shoes might choose to target a custom affinity audience if he wants to:

reach shoppers who are ready to buy right away

sell high–end running shoes to competitive marathon runners

reach men, women, and children of all ages who need any kind of athletic shoes

increase brand awareness

Remarketing is targeting ads to people who’ve already visited:

competitors’ websites multiple times

your website after they’ve searched on Google

multiple websites on the Display Network

your website as they browse websites and use apps on the Display Network

If you’re using remarketing to reach people who’ve used your mobile app, they see your ads:

when they enter search terms for products like yours on a mobile device

while browsing and using Google Maps

each time they re–use your mobile app

while using other mobile apps on the same mobile or tablet device

Frequency capping limits the number of times:

a – your ads appear to the same person on the Display Network

b – your ads appear during the designated days and hours that you set

c – your ads appear to people with the same IP address

d – your ads appear to the same person on the Search Network

If a display ad appears “above the fold,” this means that it:

takes up more than 20% of the webpage

will appear at the top of each page of the website

will appear anywhere on the front page of the website

can be viewed in the upper portion of the page without scrolling

In–market audience targeting consists of people:

a – who are interacting with contextually relevant content

b – who are in your overall target demographic group

c – whom you’ve reached through remarketing

d – who are currently researching options and actively considering buying a product or service like yours

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?

IP Exclusion

Bid adjustments

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?

On the Display Network, enhanced cost–per–click (ECPC) automatically:

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 help you get the most clicks within your target spend amount

sets bids to maximize your conversion value while trying to reach an average return on ad spend

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:

be resized on the Display Network because it lacks animation elements

perform well on the Display Network because it contains relevant information

perform poorly on the Display Network because it will frustrate people

be disapproved because it mimics a function the ad can’t perform

Which feature applies to the Display Network but not the Search Network?

Location targeting

Language targeting

If a display ad has been disapproved, how do you submit a request for another review?

Email ads– to find out why it wasn’t approved

Open and then resubmit the ad

Click “Re–review display ad”

Edit your ad so it complies with Google policy and re–saveit

Which report is helpful when using site and category exclusions?

Placement report

Campaign report

Keyword report

Ad group report

In your next campaign you’d like to show images of your products in your ads. What campaign type do you choose?

Video Network

For an ad entering an auction on the Display Network, the Google Ads system will calculate the effective cost–per–thousand impressions (eCPM) when there are:

any cost–per–click (CPC) or cost–per–acquisition (CPA) ads entering the auction

only cost–per–click (CPC) ads entering the auction

only viewable cost–per–thousand impressions (vCPM) ads entering the auction

both cost–per–click (CPC) and cost–per–acquisition (CPA) ads entering the auction

When optimizing for the Display Network, a clear call–to–action (CTA) in the ad text is important in order to:

set expectations for customers who are in various stages of the buying cycle

increase overall impressions for the ad

improve the Quality Score of the ad on all Google properties

identify the traffic to your website that was generated by ads

Which of these metrics is typically most important in measuring a direct response advertiser’s performance on the Display Network?




Clickthrough rate (CTR)

To raise awareness of what you’re advertising without limiting who might see your ads, you should:

add multiple targeting methods and use the “Target and bid” setting

add multiple targeting methods and use the “Bid only” setting

set a mobile bid adjustment to reach more customers on mobile devices

set a topic bid adjustment to show your ads on multiple pages about a specific topic

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?

Exclude “Programming” as a topic

Add “Coffee beans” as a topic

Make it obvious in the ad copy that “Java” refers to coffee, not JavaScript

Add “Java beans” as a negative keyword

Why is it recommended to separate Display Network campaigns from Search Network campaigns?

Higher bids are required to be successful on the Display Network

Lower clickthrough rates (CTRs) on the Display Network can negatively affect Quality Score

Separate campaigns allow for more accurate location targeting

Different campaign settings may be more effective on different networks

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?

You don’t need to select marketing objective in this case

In order to use target cost–per–acquisition (CPA) bidding, an advertiser must:

a – have a certain number of conversions in the previous 30 days

b – be using viewable cost–per–thousand impressions (vCPM) bidding, with a certain number of viewable impressions in the previous 30 days

c – be opted in to the Search Network

d – be opted in to the Search Network and YouTube

You’d like to show your ads to users searching for custom t-shirts. Which targeting method can you use?

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?

A text ad with a call extension on the Search Network

A text ad with keywords describing the most popular menu items, like “fish tacos,” 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

Cost–per–thousand impressions (CPM) bidding is only available for:

campaigns that target search partner sites

accounts using U.S. dollars for billing currency

campaigns that target the Display Network

accounts that are using prepay billing

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?

Conversion delay and cost-per-acquisition

Impressions and conversions

Impressions, reach, frequency

Clickthrough rate and cost-per-click

You might choose to use preferred layouts for dynamic display ads if your client:

wants to choose the layouts and features

wants to choose the features but not the layouts

doesn’t care if Google Ads chooses the layouts and features

wants to choose the layouts but not the features

What can you do by creating a separate campaign that’s targeted only to the Display Network?

Set specific maximum cost–per–click (CPC) bids for automatic placements

Exclude irrelevant placements and categories

Set a separate placement bid at the ad group level

Allocate budget and control spend more effectively across campaigns

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)

Your profits

Cost of your keywords

Your campaign type

Competitors’ products

Which bidding option is best suited for an advertiser focused on direct response marketing goals?

Cost–per–interaction (CPI)


Effective cost–per–thousand impressions (eCPM)

our client wants to reach new parents with ads for organic baby food. What kind of targeting would you recommend?

Managed placements

In–market audiences using the “Infant & Toddler Feeding/Toddler Meals” category

Similar audiences

Dynamic remarketing

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?

Change the Google Ads account language setting to French during setup

Change the managed placements to French

Target specific YouTube localized domains

Set language targeting options for the campaign containing the ads for the film

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?

Gender targeting

Demographic targeting

Contextual product targeting

The “Green Living Enthusiasts” affinity audience

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?

Lightbox ads

TrueView ads

For an advertiser focused on branding, what are the key success metrics?


Conversion rate

Clicks and impressions

Someone browsing the Internet sees a Google Ads 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:

measure the number of conversions associated with ad impressions

measure the number of potential clicks associated with ad impressions

track the number of people who saw the ad but didn’t convert

track the IP addresses of people who saw the ad

View–through conversions are available only to:

a – advertisers that have implemented conversion tracking

b – advertisers that have implemented target CPA bidding

c – advertisers that are running video ads

d – advertisers that have opted in to the Search Network

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?



Affinity audiences


Why is it beneficial to include a text ad in the same ad group as an image ad when advertising on the Display Network?

It ensures maximum coverage because some publishers don’t accept all ad formats

Image 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

Text ads don’t perform as well on the Display Network

Which manual bidding strategy can you use to increase your reach?

a – Cost-per-thousand-viewable impressions

b – Cost–per–day (CPD)

c – Cost-per-engagement

d – Cost-per-click

Which bidding option is best suited for an advertiser focused on branding goals?

Cost per acquisition (CPA)

Cost–per–click (CPC)

Which is a benefit of using a Lightbox ad?

a – There’s no cost for engagement with the ad

b – You can use any Display Network targeting method

c – You can be charged only for click–throughs

d – You can run it on both the Search and Display Networks

True or False: An advertiser can target mobile apps via Google Ads.



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?

Add a map showing her location to her ads

Advertise on the Search Network as well as the Display Network

Add a location extension to her ad

Prominently feature her street address in bold text

Ads are likely to be most contextually relevant to the sites on which they appear when using:

Topic targeting

In–market audiences

Your client Christina wants to drive traffic to her site. She has return–on–investment goals and is already using Google Ads conversion tracking. Which bidding strategy would you recommend?

Target return on ad spend (ROAS)

How long should advertisers wait after creating a new Display campaign before analyzing its performance?

2–3 days

1-2 weeks

1 year

1 month

You’re seeking an ad format to support influencing consideration for your brand. You’d also like the ad to automatically adjustsits size, appearance, and format to fit available ad spaces and better fit content users came to see. Which ad format suits these needs?

Standard image ads

Responsive ads

Which best practice is advisable when optimizing ad groups within a placement–targeted display campaign?

Create a separate ad group for each placement

Move automatic and managed placements into separate ad groups

Target a broad collection of placements with a single ad group

For each ad group, target groups of placements with similar themes

A running shoe company wants to reach “avid marathon runners” instead of just “sports fans”. Which targeting method should this advertiser use?

Custom affinity audiences

Which ad format is recommended for driving action?

An advertiser would benefit from using affinity audience targeting if they want to reach people:

regardless of their particular interests

with a very specific interest, for example, avid marathon runners

who’ve already visited their website

with a particular broad interest, for example, sports fans

If one of your display ad groups isn’t serving due to incorrect target and bid settings, what should you do?

a – Set the targeting for the ad group to “Target all”

b – Set the targeting for the campaign to “Target all” and resubmit the ad

c – Set the targeting for the ad group to “Broad Reach”

d – Set all targeting for the ad group to “Observations” and at least one targeting method to “Targeting”

Targeting by topic is a good strategy if your client wants to:

drive sales on his website

actively manage his budget because he has strict cost–per–acquisition goals

control where his ads appear on the Display Network

reach a specific audience

When should you use automated bidding?

a – If you have had 50-100 conversions over 30 days in a single campaign

b – If you have had 10-50 conversions over 15 days in a single campaign

c – If you have had 50-100 conversions over 15 days in a single campaign

d – If you have had 5-10 conversions over 30 days in a single campaign

When planning a campaign, the first thing an advertiser thinks about should be:

a – the advertiser’s daily budget

b – the advertiser’s goals

c – the tools available to optimize the campaign

d – the tools available to build a display ad

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?

Similar audiences

Gmail ads

In-market audiences

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?

A broad affinity audience

Managed placements allow advertisers to:

bid differently for specific placements on the Display Network

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

target relevant placements across the entire Display Network based on their keyword lists

An advertiser purchasing display advertising through other ad networks can still benefit from using Google Ads display ads because:

the ad can appear multiple times on a page to 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 Google Ads targeting options

the ad will show on all ad networks and will reinforce the advertiser’s message

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:

uses dynamic placement to target web pages and applies predictive 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

optimizes keywords and applies affinity targeting conversion models to target ads

optimizes affinity targeting to place ads on all relevant web pages

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?

What targeting options are available on the Display Network? (Choose 2)

Remarketing lists for search ads (RLSA)

Connections targeting

Affinity audiences

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)

a – How many people sign up for lessons after seeing the ad

b – How many liked the ad

c – How many people saw the ad

d – Which age group and gender is more likely to sign up for a course after seeing the ad

More info about certification:

More info of other products in:

This product is not currently for sale.
  • Size
    662 KB
  • Length
    132 pages
  • Size662 KB
  • Length132 pages
Powered by


Google Ads Display Advertising Certification Assessment Exam Answers 2018 PDF - Academy for ads

Enter your info to complete your purchase


You'll be charged US$9.95.