How might you explain to an account manager why they should identify how much a conversion costs when setting up conversion tracking for a client's search network campaign?

How might you explain to an account manager why they should identify how much a conversion costs when setting up conversion tracking for a client's search network campaign?

Answer

•  Cost-per-conversion data can indicate whether their profit will increase.
•  Knowing the cost per conversion can help them to better optimise the campaign's keywords.
•  Cost-per-conversion data can be compared with competitors' cost-per-conversion data.
•  Knowing the cost per conversion can help them to better optimise the campaign's bids and budgets.

What can you learn from attribution reports?

What can you learn from attribution reports?

Answer

•  The number of conversions that the same customer completes after clicking an ad
•  Budget usage for all search campaigns, including limitations and opportunities for more traffic
•  The series of steps that customers take before completing a conversion, including information on ads, clicks and other elements of a campaign
•  The series of steps that customers take after completing a conversion, including information on ads, clicks and other elements of a campaign

The owners of a coffeehouse would like to run an 'afternoon espresso' promotion to increase sales on weekdays. Which AdWords feature would be most effective for preventing their search ads from appearing at night and at weekends?

The owners of a coffeehouse would like to run an 'afternoon espresso' promotion to increase sales on weekdays. Which AdWords feature would be most effective for preventing their search ads from appearing at night and at weekends?

Answer

•  Managed placements
•  Keyword Planner
•  Custom ad scheduling
•  Automatic bidding

Chanara, a senior account manager at a large digital agency, likes having an AdWords manager account. What can she do with a manager account that she can't do with an individual account?

Chanara, a senior account manager at a large digital agency, likes having an AdWords manager account. What can she do with a manager account that she can't do with an individual account?

Answer

•  Upgrade multiple manager accounts
•  Upgrade each individual AdWords account
•  Use a single sign-in for all accounts
•  Access the AdWords Application Programming Interface (API)

You have a budget of £75 per day for your client's search campaign, and you'd like to set a maximum cost-per-click (max. CPC) bid of £1. How can you confirm that this is the right bid amount for getting the most clicks?

You have a budget of £75 per day for your client's search campaign, and you'd like to set a maximum cost-per-click (max. CPC) bid of £1. How can you confirm that this is the right bid amount for getting the most clicks?

Answer

•  Bid across multiple ad groups to determine the average
•  Try various CPC amounts to determine the average
•  Raise your max. CPC to £3 to cover possible competitive bids
•  Use bid simulators to see CPC estimates

You're the account manager for a client who wants to increase reservations at their boutique hotel. You've been manually managing the bids for their campaigns, and you're looking for ways to save time and optimise. How can you most effectively do this?

You're the account manager for a client who wants to increase reservations at their boutique hotel. You've been manually managing the bids for their campaigns, and you're looking for ways to save time and optimise. How can you most effectively do this?

Answer

•  Apply target cost-per-acquisition (CPA) bidding to drive conversions at the client's desired CPA
•  Create one campaign and apply target search page location bidding to drive visibility and reservations
•  Continue to manually set the bids to focus on driving clicks to the site in order to drive conversions
•  Create two separate campaigns that include a mix of brand keywords and highly targeted keywords, and apply Maximise Clicks bidding to each campaign

What information does a target cost-per-acquisition (CPA) bid strategy need in order to find the optimal cost-per-click (CPC) bid for an ad each time that it's eligible to appear?

What information does a target cost-per-acquisition (CPA) bid strategy need in order to find the optimal cost-per-click (CPC) bid for an ad each time that it's eligible to appear?

Answer

•  Historical conversion data
•  Forecast data
•  Manual bid changes
•  Test conversions