Mobile ads

           Adwords Mobile Certification


  • What does a call extension let users do those call-only ads do not?

    – Easily save the number to their phone’s contact list.
    – Click through to your mobile site instead of calling.
    – Easily schedule a call-back from the advertiser when the line is busy.

    – Choose from two different numbers to call.

  • Call-only ads are like ad call extensions in that they let you start a call with a touch. How are they different from ad call extensions?
  •            Call-only ads run for shorter durations than ad call extensions.
  •           Call-only ads don’t include a link to a mobile site.
  •            Call-only ads cost more but reach farther.
  •            Call-only ads don’t appear on mobile devices.


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

    – All of the listed answers are correct
    – In-app ads
    – In-app purchases
    – Charging for app downloads from the Apple iTunes or Google Play store.


  • You can use a mobile-specific display URL to:

    – Differentiate yourself from other advertisers
    – Indicate that you have a mobile-friendly landing page
    – Effectively track conversions to your desktop site
    – Show consumers that you are a large brand.

      What is a lightbox ad?

    – A remarketing specific ad format to announce new features of your app
    – A mobile text ad
    – A type of ad format that shows extra information (“extending” from your text ads) about your business

    – A cross–screen expandable ad format that optimizes for taps or swipes on mobile and mouse-overs or clicks on desktops.

  • Deep–linking allows:

    – ads to direct customers into deeper, more targeted sections of the app
    – ads to direct new customers only into deeper, more targeted sections of the app
    – mobile and desktop users to navigate within a mobile app
    – desktop users to be able to access deeper, more targeted sections within a mobile app.

  • Roger has your app installed on his phone. While browsing products online, he happens upon a link to one of your products. He’s interested and clicks the link. If you enabled deep linking, where does Roger go next?

    – The Google Play or App store, where he can install your app
    – Your mobile site’s homepage
    – The product page on your mobile site
    – The product page on your app.

  • An app developer might use remarketing if they wanted to promote a paid version of their game to everyone who played the free version and reached level 10.

    – True
    – False


  • iOS app conversion tracking cannot be set up using:

    – an SDK
    – install confirmation feedback
    – codeless conversion tracking
    – server-to-server (S2S)

  • Showrooming refers to:

    – The phenomenon which turns brick and mortar stores into showrooms for products which are then purchased online or via mobile
    – The phenomenon where brands sell specialty or limited quantity goods through mobile
    – The phenomenon where various brands within similar categories compete for brand placement on a mobile device
    – The phenomenon which turns brick and mortar stores into showroom apps for mobile users.

  • App remarketing allows you to target people who:

    – all of the listed answers are incorrect
    – have used your app before
    – have searched for your app
    – have searched for apps similar to yours.

  • which factors in auction-time signals including device, location, time of day, remarketing list, language, and operating system, automatically optimizes bids across:

    -search and display inventory to help advertisers reach their desired cost-per-install goal.


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

    –  deep link
    – remarketing link
    – location extension
    – location link.

  • What is a simple way to target ads to mobile users when they’re near your physical store locations?

    – Target a radius around your Google My Business location(s).
    – Target a radius around your city.
    – Target users you know have called your AdWords call-only ad.
    – Target specific users you know live near your store.

  • An advertiser would not use AdWords’ mobile offering to:

    – advertise their app
    – engage with users who have already downloaded their app
    – track conversions once a user downloads their app
    – build a mobile-optimized website.

  • Why do mobile advertisers care about driving physical store traffic?

    – The vast majority of sales still occur in physical stores.
    – Customers buy more online when they know they have the option to visit a physical store.
    – All demographics exhibit more loyalty after visiting a store.
    – Online retailers who also offer a physical store option have been shown to bring in the most revenue.


  • How does AdWords data-driven attribution give credit for conversions?

    – It gives 40 percent credit to the first click and spreads the remaining 60 percent across all other clicks in the conversion path.
    – It uses the linear model to credit conversions equally across all clicks on the path.
    – It gives more credit to clicks that happened closer to the conversion.
    – It uses your unique account data and machine learning technology to distribute credit between ad clicks according to which touchpoints were most critical to the conversion.

  • What is a reason many advertisers end up undervaluing mobile’s contribution to conversions?

    – They don’t use AdWords.
    – They use a last-click attribution model to measure performance, which ignores clicks earlier in the conversion path that may come from other devices.
    – No one has figured a way to “see” mobile’s contribution yet.
    – Many in traditional retail are not mobile users.

  • These are all key to good mobile site design except?

    – Easy user customization
    – Easy conversion
    – Easy search
    – Easy navigation.

  • Viewable impressions allow you to:

    – only pay for those ads that are actually viewed
    – only pay for video ads that are viewed within an hour
    – pay for ads that are viewed and also converted
    – pay for ads when they are displayed in a viewable position.

  • Which is a good app design practice?

    – Get users to enter valuable user profile information immediately when they first open the app.
    – Zoom viewers in automatically for app content you know is most important.
    – Make previous searches and recent purchases readily available.
    – Don’t interrupt users when they make mistakes completing forms, wait until they submit and provide a single report with all errors.

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

    – Server–to–server connections are easier to set up than code–less conversion tracking
    – If not implemented correctly, adding the SDK and conversion tracking code could result in bugs in the app
    – Adding multiple SDKs for various advertising or analytics platforms have no impact on app code file–size
    – Adding SDK and conversion tracking changes to your app doesn’t require review by the Google Play Store.

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

    – time of day
    – the lack of precision on a touch screen
    – location where the mobile device is being used
    – responsive design based on touch.

  • ________ 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.

    – Conversion tracking
    – App extensions
    – Sitelinks
    – Keyword Planner.

  • To show an ad, which is eligible to appear on search partner sites, on the mobile version of Google Maps, you should use:

    – store visit extensions
    – mobile extensions
    – product extensions
    – location extensions.

  • Which extensions can help drive installs of your mobile app?

    – Structured snippet extensions
    – App extensions
    – Sitelink extensions
    – Remarketing lists for search ads (RLSAs).

  • A newer kind of mobile site can do a lot of what only apps used to do, so the line has blurred between sites and apps. What are these sites called?

    – Mobile Site Apps
    – Progressive Sites
    – Progressive Web Apps
    – Enhanced Mobile Sites.

  • All of these were recommended to help build a faster site except?

    – The site works on a range of screens and devices
    – Customer surveys about site performance
    – Optimized content delivery
    – Implementation of AMP (Accelerated Mobile Page) best practices.

  • A driver stops for gas and their smartphone buzzes with a text offering a free coffee inside the gas station. What does mobile provide advertisers that enable them to offer this to customers?

    – Wi-Fi
    – Context
    – Cell signals
    – Customer profiles.

  • Call conversions, which can be tracked by businesses in eligible countries, can be used to track calls from users who visited a website from any source.

    – False
    – True

  • Your universal app campaign ad can appear as an in-stream video ad on YouTube provided which is true?

    – The app makes use of streaming video.
    – Video assets are provided.
    – Only landscape videos are used.
    – An additional YouTube charge is paid.

  • AdMob is ____.

    – a custom deep link
    – AdWords’ non–owned and operated mobile app inventory
    – an ad extension
    – an app promotion ad format

  • Which kind of targeting can help deliver ads to mobile users when they’re physically near your business location?

    – Keyword targeting
    – Location targeting
    – Profile targeting
    – Ad schedule targeting

  • 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.

    – True
    – False

  • How can you re-engage users who have abandoned your app after their first use?

    – By engaging users who visit your desktop website
    – Offer deeper discounts to entice visitors.
    – By offering store credit for users who click your ads
    – Remarket to app users with a compelling message across search, display, and video.

  • Why do advertisers care about driving calls to their business?

    – Younger demographics prefer to order by the phone call.
    – Mobile call ads are easier to win in auctions.
    – Conversion rates are often much higher from calls.
    – They’re faster.

  • Generally speaking, mobile sites are good for acquiring new customers and inspiring new relationships while mobile apps are good for servicing and engaging existing customers and retaining current relationships.

    – True
    – False

  • Which of the following is true about apps?

    – Once a user downloads an app, they are likely to return and engage with it
    – Apps are more geared towards acquisition purposes
    – Apps and mobile-optimized sites are the same things
    – Apps are more geared towards retention, loyalty, and engagement

  • When you use an automated bid strategy, it will automatically optimize your bids based on:

    – your key performance indicator (KPI)
    – your search terms data
    – your remarketing list
    – your Quality Score

  • Marissa is the marketing lead for a popular free-to-play mobile game. Her goal is to increase revenue that her company earns from in-game purchases. What should Marissa optimize for in her universal app campaign?

    – Get new users for her app.
    – Target cost per install (tCPI)
    – Get new users who most likely complete in-app actions.
    – Google Play Store optimization

  • Sitelink extensions:

    – show your business address, phone number, and a map marker with your ad text
    – decrease clickthrough rates (CTR) as users are sent to specific pages of your site
    – allow targeted remarketing list users to land directly on specific pages of your site
    – allow advertisers to give users the option to land directly on specific pages of your site

  • Which of the following is not a type of mobile ad extension?

    – Sitelink extension
    – Download extension
    – Call extension
    – App extension

  • Why should you build a mobile site or app instead of just resizing your desktop site for a smaller screen?

    – Mobile users don’t need all the features a website can offer.
    – It’s a cheap way to provide a narrower set of options to mobile customers.
    – Mobile browsers aren’t powerful enough to load most desktop sites.
    – Desktop sites typically don’t load quickly on mobile devices.

  • Which of the following is true about mobile optimized websites?

    – Mobile–friendly experiences typically feature easy navigation, quick–to–load images, and streamlined text
    – Visitors to your mobile-optimized site will be at the same point in the purchase funnel as visitors to your desktop website
    – Mobile websites should only focus on task-based functionality and be a stripped–down version of your desktop website
    – You should build your app before your mobile website

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

    – Cross-device and mobile conversions
    – App downloads, calls, store visits, cross-device conversion, mobile conversions
    – Utilization of mobile ad formats, extensions, app and mobile site design best practices
    – Mobile conversions

  • The path to conversion on mobile is not the same as on desktop or tablet due to all of the following except:

    – context
    – intent
    – functionality
    – differing screen size

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

    – True
    – False

  • If you value mobile traffic over a desktop, which bid adjustment should you set?

    – Increase bid adjustment for tablets
    – Increase bid adjustment for mobile
    – Increase bid adjustment for desktop
    – Increase bid adjustment for mobile and desktop

  • 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.

    – lower, raise
    – lower, lower
    – raise, raise
    – raise, lower

  • 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.

    – False
    – True

  • To more fully capture mobile’s contribution to a sale, advertisers need to consider what?

    –  More than just the last click
    – Customer intent
    – The first and last click
    – Just the last click

  • Assuming Google forwarding numbers are available in your country, what do you need before you can set up conversion tracking for calls from an ad or a website?

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

  • Call conversions, which can be tracked by businesses in eligible countries, can 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.

    – True
    – False

  • To connect Firebase to AdWords, which of these is required?

    – A working knowledge of mobile click attribution technologies
    – At least 1 app install or conversion
    – More than 100 app installs or conversions
    – In Firebase, your account needs to be an owner on the project that you want to link. In AdWords, the Google Account needs administrative access.

  • An advertiser with stores throughout the country could use location extension targeting to:

    – target users in the same way across all of their locations
    – target users who are within 20 miles of one particular city in the country
    – target users who are within 10 miles of one particular city in the country
    – decrease bids by 50% for users who are within 10 miles of their stores

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

    – 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.
    – 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.
    – 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.
    – 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.

  • Automated bidding is ideal for advertisers who:

    – want to save time managing bids based on hundreds of signals
    – want to set their own bids for individual keywords
    – don’t want to spend a lot of time managing keywords
    – want to set their own bids for individual ad groups

  • How do upgraded URLs help advertisers with third-party conversion tracking?

    – Manage a single tracking URL at the campaign, ad group, or ad level that is separate from the landing page URL
    – Show app install ads only to people who haven’t downloaded the app yet
    – Allow advertisers to direct users to the app store to download their app
    – Show deep link URLs only to people who already have the app

  • An app advertiser would want to use a third-party tracking company to:

    – see which of an app’s new users came from recent advertising clicks or views
    – have more control when communicating with each ad network
    – receive reporting on basic usage analytics
    – have a single SDK to add to your app instead of one from each ad network


  • Say you’ve got a campaign that performs well on mobile devices with a max CPC bid of US$2. To show your ad to more customers on mobile devices, you increase your bid by 15% for searches on mobile devices. What would be the resulting bid for searches on mobile devices bid amount?

    – $2.50
    – $2.00
    – $2.30
    – $1.70

  • Your company has chosen a third-party app analytics service and they happen to be a part of the App Attribution Partners program. In order to share data between AdWords and your partner’s platform, what do you need to do?

    – Establish a server-to-server connection using postback URLs.
    – Generate a link ID and share it with your partner.
    – Export and share the data as a CSV file.
    – Consider a partner that is not part of the program, as it is not possible.

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

    – Target return on ad spend (ROAS)
     Target search page location
    – Target outranking share
    – Target cost–per–acquisition (CPA)

  • To track conversions in an app, you can add the Firebase SDK to your app. SDK stands for:

    – schema development key
    – software development kit
    – schema development kit
    – software deprecation kit

  • What two things can you track with AdWords out of the box without making any code changes to your app?

    – Android app downloads and Android in-app purchases
    – You can actually track any custom event you want to define.
    – All app installs and all in-app purchases
    – App installs and core user demographics


  • Select the one way NOT to track app conversions.

    – Using codeless Android install tracking
    – Integrating Firebase in your app
    – Adding a Javascript snippet to your website
    – Using an app analytics provider for your AdWords campaigns.

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