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Google adwords-search Exam Syllabus Topics:

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

                                          Google Search Advertising Advanced Exam Practice Test Sample Questions:

                                          1. Gary is managing many different Google AdWords accounts for his clients. How many AdWords accounts can be associated with a Google Account login?

                                          A) 100
                                          B) 10
                                          C) Unlimited
                                          D) 1


                                          2. Sally is optimizing her Google AdWords account for her catering hall. The catering hall is in an old castle near Phoenix, Arizona. The castle is a landmark for Phoenix residents and it's a popular place for weddings, banquets, and parties. Which one of the following is the best choice for targeting Sally's market to a very specific area?

                                          A) City targeting
                                          B) Country targeting
                                          C) Customized targeting
                                          D) Region and City targeting


                                          3. Which of the following allows you to prevent an ad from appearing in relation to certain phrases, or exact matches?

                                          A) Exact match
                                          B) Embedded match
                                          C) Broad match
                                          D) Negative match


                                          4. Placements are the locations on the Google Content Network where an ad can appear. What targeting features are offered by AdWords to target ads to the placements?
                                          Each correct answer represents a complete solution. Choose all that apply.

                                          A) Managed placements
                                          B) Automatic placements
                                          C) Manual placements
                                          D) Excluded placements


                                          5. Holly is managing the online marketing efforts for a bakery in her city. Holly is building the bakery's website with the intent of the site being able to be ranked high in the Google's organic listings. Holly is focusing on keywords that users will likely be searching for, such as 'wedding cakes' and 'cupcakes' for her city. What term best describes the goals Holly has for the bakery's website?

                                          A) Search engine optimization
                                          B) Organic marketing
                                          C) Search engine marketing
                                          D) Localized search results


                                          Solutions:

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

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