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Flashcards in iPass - AdWords Tool 2 Deck (17):
1

What are three estimates you get from the Keyword Planner

Clicks
Impressions
CTR
Cost
Avg Position
Avg CPC

2

What is an estimate you will not get from the Keyword Planner

Cost / Placement

3

Import share file (AES): View proposed changes and accept or reject them. Before importing an AES file, be sure you've downloaded the

the most recent version of the account (using Get Recent Changes). The import is likely to fail if your view of the account is older or newer than the exported version.

4

An advertiser who is using AdWords Editor has received an AES file from a co-worker and wants to review the suggested changes. Which of the following must the advertiser do before the AES file is imported

Use 'Get Recent Changes'

5

After receiving an AES file from a co-worker, an advertiser reviews suggested changes to campaigns. The advertiser does not agree with the co-worker's suggestions for changes to a keyword's maximum CPC bid, but does agree with the suggestion to change keyword match types. What is the correct way for the advertiser to implement the match type and reject the max CPC bid

select the row containing the proposed max CPC bid and click Edit menu > Reject Selected Conflicting Proposals

6

At this time, the following AdWords features aren't compatible with Conversion Optimizer

1. Separate Display Network bids
2. All types of bid adjustments, except mobile device bid adjustments of -100%. Conversion Optimizer automatically accounts for differences in conversion rates across devices, days, times, and locations.

7

Country targeting can be useful for companies that

want to manage separate bids and budgets at campaign level for different countries

8

What accurately defines the difference between eCPC and CPA bidding options

Conversion Optimizer does not require a maximum CPC bid, whereas Enhanced CPC works with a max CPC bid that is set

9

Conversion Optimizer does not require a maximum CPC bid, whereas Enhanced CPC works with a max CPC bid that is set

$1.36

$2.00 - 60% = $0.80
$0.80 + 70% = $1.36

10

An advertiser is running an Enhanced Campaign that targets the United Kingdom. The advertiser has set a bid adjustment of +30% for users searching in the city of London, and a +50% bid adjustment for users searching in the borough of Greenwich, London. What will be the result of the bid multipliers set by the advertiser?

Only the most specific location of Greenwich will be used with a +50% bid applied

the 30% will not be applied.

11

When using the Conversion Optimizer within an AdWords Enhanced Campaign, you can apply

a -100% bid modifier for mobile devices only

12

A number of co-workers have been making edits to the same AdWords account. The account manager would like to review the recent edits that the team have made, and opens the account in AdWords Editor. How can the account manager ensure that he is working with the most recent version of the account

Click 'Get Recent Changes'

13

When an advertiser enables Conversion Optimizer, and sets a maximum CPA, what metrics are used?

Current CPC and historical conversion rates

14

What is a possible reason why a maximum CPA set by the advertiser be exceeded?

a. The conversion rate was higher than predicted
or
b.The conversion rate was lower than predicted

b.The conversion rate was lower than predicted

The conversion rate was lower than expected so AdWords raises the Maximum CPC

15

Can conversion optimizer work separately with Search and Display Network Bids on the SAME Campaign.

No it cannot. It cannot work with both together. In order for this to work you need to create separate campaign of just Display Network or Search, but not both together.

16

Can the Conversion Optimizer work on Display Network

Yes.

17

An advertiser who is mainly focused on ___ should use the Cost-per-acquisition bidding (CPA) bidding option.

Low cost conversions