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Google Ads Display Professional Certification Exam Answers

Google Ads Display Professional Assessment Answers

The Google Ads Display assessment consists of 50 questions
You have 75 minutes to complete.
You will need a score of 80% or higher to pass

All answers to pass this certification are only in our .PDF file, you can buy and download here:

Questions:

Kiara began using Google Display ad campaigns last month and is anxious to review the performance metrics of her campaigns to gauge their effectiveness. What should Kiara bear in mind when assessing the performance of her Display ads?

Conversions only represent a partial picture of Display ad effectiveness.
Display ads are effective when targeting YouTube users.
Display ads are less effective when it comes to new audiences.
Display ads are only as effective as the provided Customer Match lists.

Jenni implemented a Google Ads campaign using a Maximise conversions Smart Bidding strategy 13 days ago. She wants to know if her campaign is still in the learning period. What's the best way for Jenni to determine this?

Use the Performance report.
Use the Top Conversions Paths report.
Use the Bid strategy report.
Use the Budget Performance report.

Nadine is reviewing data from her company's Discovery ads and plans to use the Asset Report to assess and optimise asset performance. Which scenario correctly applies Google best practices?

Nadine reviews the Assets reports weekly, following system-generated assets for image replacements as appropriate.
Nadine reviews the Assets report bi-weekly, replacing low-performing images with images similar in quality and composition to the best-performing images.
Nadine reviews the Assets report daily, adjusting text and image assets as suggestions are continually created.
Nadine reviews the Assets report bi-annually, replacing low-performing images with images similar in quality and composition to the best-performing images.

Stacey created a Google Display ads campaign and invested $1,000 over a period of one month, during which time she saw 40 click-through conversions and 10 view-through conversions. What's the average CPA of Stacey's Display campaign, if she uses view-through conversions to get a more accurate picture of its full value?

What should you look at to measure the full value of a Display campaign?

Viewability metrics
Click-through conversions and view-through conversions
Click-through conversions only
View-through conversions only

Rachel has finished selecting the campaign-level settings of her new Google Display campaign and has decided to use uploaded ads instead of responsive display ads when creating ads for her campaign. Why might Rachel choose to upload an ad instead of the easier option of a responsive display ad?

She'll be able to maintain creative control of how ads look in the size that she chooses.
She'll be able to incorporate animated GIF assets that are more than 30 seconds long.
She'll have the option to serve ads in the Shopping section of Google.com.
She'll gain access to exclusive placements such as reputable news outlets.

Jerry wants to implement a Display campaign. He wants to make $4 of revenue for every advertising dollar that he spends in the campaign. What should Jerry do?

He should assign a daily budget of at least $400.
He should assign a Target CPA of $4.
He should set a conversion rate of 25%.
He should set a Target ROAS of 400%.

Henrietta recently launched a high-end clothing line and hasn't invested marketing spend to promote the website yet. Her initial marketing objective is to reach a broad audience and help as many people as possible come to know about her new line. Which campaign goal should Henrietta choose to achieve her objective?

Brand awareness and reach
Product and brand consideration
Leads
Sales

Tomas is creating a Google Ads campaign in order to reach people who are like-minded with his current customers. Which type of Google Audience should Tomas attempt to reach?

Remarketing Audiences
Similar Audiences
In-market audiences
Life Events Audiences

As a best practice, Stephanie's colleagues have told her that she doesn't need to exclude people from her original remarketing lists when using Similar Audiences lists. What's the reasoning behind this?

Similar Audiences lists automatically exclude people so that only new leads are reached.
Similar Audiences will automatically remarket to existing leads if it identifies potential value in them.
Similar Audiences uses existing remarketing lists to get as much reach as possible.
Similar Audiences don't have any association with remarketing lists.

The owner of a sports shop would like to promote different sports categories to people who have already visited their website. They understand that a remarketing campaign can help them achieve this. Which best practice can the owner use to serve relevant ads to customers who have already visited particular areas of their website?

Include each of the sports categories within the headline and description fields of a single responsive display ad.
Create different remarketing lists based on the specific web pages that the customers visited.
Build a list of relevant placements for each sports category and then use these to create individual ad groups for each sport.
Create separate ads for each sports category and then set them to 'Rotate indefinitely' within the same ad group.

Debbie wants to create a Google Display campaign for an online retailer using a Remarketing Audience. Which type of users can she expect to reach in the campaign?

People that have expressed a previous intent to purchase similar products
People that visited the site
People that have similar traits to the company's current customer base
People known to be passionate about the company's product market

Charlotte has previously used Search and video campaigns, but a friend has recommended that Charlotte would improve her marketing efforts further with the help of Discovery ads. What benefit would Charlotte expect to see from using Discovery ads?

They'll allow Charlotte to reach highly relevant audiences on exclusive placements outside of Google's platforms.
They'll allow Charlotte to encourage people to share their thoughts and feedback on the products and services that she offers.
They'll allow Charlotte to tell an engaging story about her products and services to help grow more conversions.
They'll allow Charlotte to merge images and 15-second video assets to provide people with an engaging experience.

Brenda created a Google Ads campaign last month to increase sales and leads for her online store using multiple ad channels. She feels that her Display ads are probably influencing the other ad channels and wants to determine the complete role that Display clicks are playing in this. Which report can Brenda use to meet her goal?

Top conversion paths report
Conversion report
Audience insights report
Click-through rate report

Veronica is the marketing manager at a luxury sports car company and has set up a Display campaign for the company's most expensive and luxurious product line. She's now contemplating whether they need to alter their view-through conversion window. Should Veronica change their view-through conversion window and why?

No, because the sales cycle for a luxury car will be within the default window.
Yes, because the sales cycle for a luxury car will be longer than the default window.
Yes, because having a longer view-through conversion window will make the campaign look more impressive.
No, because having a longer view-through conversion window will skew regular conversion data.

Ray has been running Display campaigns for over a month and sales have increased since he started. Even so, while the Display ads are producing high click-through-rates, they appear to be producing fewer conversions than Search ads. What's the most likely explanation for this assumption?

Ray is focusing on view-through conversions rather than click-through conversions.
People that click on the Display ads are purchasing through another channel.
People aren't seeing the Display ads.
Conversion tracking isn't enabled currently.

In preparation for a new campaign, Mia's boss has asked her to compile her Discovery ad assets. What's a best practice that Mia should follow when choosing assets for their Discovery ads?

Use Google Images to download as many relevant image assets as possible.
Use generic messaging in description fields so as to capture the interest of a larger audience.
Add call-to-action text over their image assets to better inform potential customers.
Use inspiring high-quality images that highlight the brand's value proposition.

Aiko sees an ad on a social network for an online store and clicks on it. The next day, she encounters a paid search ad for the same business. Later that evening, she clicks on a Display ad for the business yet again. The following day, Aiko makes a purchase. Under the Last Non-direct Click attribution model, which marketing channel receives credit for the conversion?

Search channel gets 100% credit
Display channel gets 33% credit
Social channel gets 33% credit
Display channel gets 100% credit

Using various attribution models in the Model Comparison Tool, a campaign manager notices something that makes her increase her investment in Google Display ads. What might she have seen?

A certain channel received a small share of her investment and drove a proportionally low conversion volume.
A channel received none of her investment.
A certain channel received a bulk of her investment and proportionally drove a high conversion volume.
A certain channel received a bulk of her investment and disproportionally drove a low conversion volume.

The marketing team of a well-known retail chain is focusing on four goals for their business marketing plan – acquiring new customers, creating new leads, growing sales and broadening the reach of their existing remarketing campaigns. Which campaign type will help the marketing team to achieve all four goals?

Gmail
Customer Match
Shopping ads
Discovery ads

A fashion business focuses its marketing on social media channels to best showcase its premium offerings and would like to use Discovery ads in their marketing plan. What can the team hope to achieve from running Discovery ads?

To serve visually inspiring ads to potential customers while they're in the middle of watching a video relevant to what's being offered
To encourage consumers to follow and engage with particular social media posts that are relevant to marketing goals
To encourage potential customers to engage with an interactive shopping basket
To reach the right customers with the right messages as they browse through their favourite personalised feeds on Google

Liam is looking to add some stunning images to his Discovery campaign. Where should he source these images from?

Google Images
Websites similar to his own
YouTube
His most successful social marketing campaigns

Zhang works for an online marketing firm. A client wants to develop an audience strategy to reach new customers with a high intent to purchase their products. Which of the following audiences can Zhang use to meet his objective?

In-market
Detailed Demographics
Customer Match
Affinity

Harold is planning to use high-quality, high-resolution photos for a Google Display campaign and intends to use responsive display ads. In which scenario is a Google best practice correctly applied?

Harold appropriately adds trademark and copyright symbols to company names.
Harold writes short headlines with the same messaging but phrased in different ways.
Harold checks that all headlines and descriptions are distinct and can be used interchangeably.
Harold uses long headlines that summarise all of the points made in the short headlines.

Brenda wants to implement a Google Display campaign with a Target CPA of $10. Which two best practices should Brenda follow?

Assign a daily budget constriction of $50.
Allow for a two-week ramp-up period before making any big changes.
Allocate a daily budget of at least $100 for the campaign.
Assign a 10% rate of return for the campaign.

A business owner has successfully run a Google Ads account for a number of years. The owner recently heard Discovery ads mentioned but isn't sure what they are nor how they work. Which of the following statements is true of Discovery ads?

They give users the opportunity to quickly learn more about a business or product with the help of an interactive guide.
They're a way to reach the right user at the right time, while also understanding consumers' intent across Google properties.
They're a type of ad extension that encourages users to engage with the ads more before clicking through to the website.
They're a way of reaching users on less traditional platforms outside of Google Ads, such as Waze and Google Earth.

Carlos is creating a Discovery campaign with a target CPA of $5 but is unsure what his daily budget should be. What plan should Carlos take in order to follow best practice?

He should set a daily budget of at least $5.
He should set a daily budget of at least $10.
He should set a daily budget of at least $500.
He should set a daily budget of at least $50.

Tom wants to create a Google Ads campaign and show ads across YouTube, Discover and Gmail feeds to get as many sales as possible within his budget. Which actions will he take within his Google Ads account to accomplish his objective?

Select sales as his campaign objective with target ROAS as his Smart Bidding strategy
Select Discovery as his campaign type with Maximise conversions as a Smart Bidding strategy
Select Discovery as his campaign goal with Maximise conversion value as a Smart Bidding strategy
Select Shopping as his campaign type with Target CPA as a Smart Bidding strategy

Eric recently set up a Google Display ad campaign. Although, by default, he sees a CPA of $20 in the account, the actual CPA that he's using to measure success is $15. What's contributing to the $5 difference?

He isn't including conversions from current customers.
He isn't including Gmail and YouTube users.
He doesn't have conversion tracking set up.
He's including view-through conversions.

Which statement is true when discussing single image ads in a Discovery campaign?

Single image ad layouts show one collage image comprised of many product image assets.
Single image ad layouts will expand the image that your customer long-presses on.
With single image ad layouts, Google combines your images, headlines and descriptions into countless ad variations.
Single image ads, similar to multi-image carousel ad layouts, show a brief five-second preview of your products and services.

A company in the video game industry has designed a new steering wheel that's ideal for fans of racing games. They want to create awareness for this new device via Google Ads and have learnt that affinity audiences could help them with their marketing goal. How can Affinity Audiences help this company to reach potential customers?

It'll allow them to reach people who are already in the market to purchase a steering wheel for their video game console.
It'll allow them to reach broad segments of the population that share common demographic traits.
It'll allow them to reach people who have already engaged with their website.
It'll allow them to reach people based on an overview of their habits, passions and lifestyles.

Kala is setting up a Discovery campaign and wants to measure newsletter signups driven by the campaign. What does Kala need to do in order to meet this objective?

Enable audience expansion
Set up conversion tracking
Upload customer information into Google Ads
Create a Combined Audience

How do view-through conversions help to evaluate Display campaign performance?

They present converting customers with a short survey, asking about their experience leading up to the purchase that they completed.
They tell you when customers see – but don't interact with your ad – and then later complete a conversion on your site.
They determine various signals from placement and audience reports, then narrow down the best performing areas of a Display campaign.
They identify and breakdown which traffic, exclusively from Display, resulted in creating conversions.

George is looking for a marketing solution that allows him to engage with users through ad experiences, while also allowing the users to take action with his brand. Keeping George's marketing objectives in mind, which statement correctly describes Discovery ads?

Discovery ads are created entirely from machine learning, based on themes from the keywords that George selects.
Discovery ads can showcase George's brand or products with a single high-quality image or swipeable image carousel.
Discovery ads can showcase George's brand or products with a collage of images or a five-second video.
Discovery ads are an ad format that can give George a marketing presence on three Google platforms: Shopping, News and Maps.

A family-friendly business has set up a Display campaign but they're worried that their ads may appear on content that's not suitable for their brand image. Which campaign setting might they want to use?

Bidding and budget
Content exclusions
Locations and languages
Frequency capping

The owner of a clothing retail company has asked their marketing team to create a number of Display campaigns to extend their reach into new cities. It's important that these campaigns get off to an optimal start in terms of reach. What should the marketing team do to make sure that they meet their goal with these new Display campaigns?

Set highly specific location and language settings.
Apply weekly campaign end dates so that data can be compared more easily.
Set a daily budget of at least 10x their cost-per-acquisition.
Exclude tablet devices until the campaign has run for a week.

Martin owns an automotive dealership that sells a variety of different car models. Martin wants to promote his top-selling car models but needs advice on how he should structure his Google Ads account with Display campaigns in mind. Which recommendation would be appropriate for Martin's marketing efforts?

Create a single ad group to cater for all car models that the dealership promotes.
Allow the system to automatically structure the account around the different car models that the dealership promotes.
Create separate accounts for each car model that the dealership promotes.
Create separate ad groups for each car model that the dealership promotes.

Anushka wants to create a Display campaign that will expand her company's customer base and reach customers with a high intent to purchase. What should Anushka do to accomplish this objective?

Include existing users from remarketing and Customer Match lists.
Combine custom affinity and similar groups into a single campaign.
Set up lower CPA bids for in-market audiences.
Set up higher CPA bids for custom audiences.

A business owner is creating a responsive display ad and, while doing so, reviews their ad strength. The owner sees that the system recommendation is to add more assets to improve the strength of the ad. Why is it important to add more assets to their responsive display ads?

Having more assets means more ad combination possibilities to serve users.
They can't use certain features of the ad without the recommended amount.
Assets will be automatically pulled from a stock library if the recommended amount isn't met.
The ads won't run without the recommended amount included.

Juan is new to Google Ads and is looking to create online sales for a new business by using a Discovery campaign. What advice should Juan keep in mind once he sets up his campaign?

Wait two or three weeks before making any changes to his bidding strategy.
Follow up immediately with a campaign to re-engage previous site visitors using custom groups.
Merge Discovery campaign reports with other Google properties.
Adjust his bidding strategy every three or four days until campaign performance is steady.

Kylie is planning to use responsive display ads for a campaign and wants to apply best practices when incorporating specific images and logos. Which example meets her objective?

Kylie watermarks images to protect company assets.
Kylie makes sure that image assets aren't made up from a collage of images.
Kylie uses small text in logos in order to free up space for the background image.
Kylie tightly positions logos in the top left or top right of an image.

Jill is working on an upcoming Display campaign and wants to use a Target ROAS strategy. Which two steps are required to implement the strategy?

She must select a manual CPC bid strategy and set her bid manually at the ad level.
Target ROAS bids are automatically optimised at auction time, so she must set up her Target CPA.
To use machine learning for conversion value optimisation, she needs to set up conversion tracking.
Target ROAS needs to know what each conversion is worth to her, so she must set up her conversion value.

Nidia owns a law firm and for the last few years she's been able to build her client base with the help of Search campaigns promoting a contact form. Nidia now wants to further this success with the help of a new Display campaign. Which campaign goal is appropriate for her?

Website traffic
Brand awareness and reach
Leads
Product and brand consideration

Isaac is launching a marketing initiative to reach both English- and Spanish-speaking countries. What's the best structure for him to use when setting up Google Display ads?

Create a separate ad group for each location within the same Display campaign.
Create a separate Display campaign for each location.
Create a separate campaign for non-English and non-Spanish languages.
Create a separate ad group for each language within the same Display campaign.

Simon wants to use the Assets report in order to further optimise his Google Display campaign. In which scenario is Simon appropriately using the analysis from the Assets report?

Simon removes and replaces high-performing assets and refers to the Assets report's recommendations.
Simon replaces ads entirely because more than two assets are under-performing on the report.
Simon uses new stock images recommended by the Assets report.
Simon doesn't add new assets more than once per week.

Jack's setting up a Display campaign. He wants to grow as many sales as possible while making sure that conversions, on average, don't exceed a certain cost. Which Smart Bidding option is the best?

Jack should use Target impression share because it grows both awareness and conversions at an assigned cost point.
Jack should use Enhanced CPC because it offers the greatest amount of control over the bidding process.
Jack should use Maximise conversions because it doesn't require historical conversion data.
Jack should use Target CPA because it grows conversion volume at his target cost-per-acquisition.

Susan's manager has asked her to implement a new Google Display ad campaign to help liquidate out-of-season inventory and make room for next season's product lines. Which Smart Bidding strategy would be best suited for the campaign's objective?

Maximise conversion value
Maximise conversions
Target CPA
Target ROAS

Reece works for a company that sells sailing trips and wants to set up a 14-day view-through conversion window for their Display campaign instead of the default window. Why will setting up the view-through conversion window benefit their campaign?

It'll allow them to identify impressions for ads that weren't interacted with but later resulted in a conversion.
It'll help them to reveal which ad assets require optimisation in order to improve conversion rates.
It'll assist them in analysing the most interacted areas of the Display campaign within a 14-day period.
It'll prevent interactions being attributed with more conversions than they actually generated.

Why is the Model Comparison Tool helpful in measuring the full value of a Google Display ads campaign?

Because it shows how Display ads influence purchasing decisions across all marketing channels.
Because it shows how Display ads influence purchasing decisions exclusively in Google Ads.
Because it shows a projected forecast of conversion data if certain recommendations were applied.
Because it shows a projected forecast of impression and click data if certain recommendations were applied.

Shanice wants to create an awareness campaign using Google Display ads to educate potential customers about her company's expanded product sets. What should Shanice do when setting up awareness audiences for the upcoming campaign?

Create a separate campaign or ad group for each desired audience.
Include existing users on remarketing lists.
Use top-performing keywords for custom audiences.
Tag all pages within the company website or app.

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John wants to liquidate out-of-season inventory at his company, and has asked his marketing team to implement a new Google Display ad campaign. Which Smart Bidding strategy should the team use?

Target CPA
Target ROAS
Maximize Conversion Value
Maximize Conversions

Melvin sees a default CPA of $20 in his Google Display ad campaign, however the actual CPA he's using to measure success is $15. What might account for this $5 difference?

He isn't including conversions from current customers.
He doesn't have conversion tracking set up.
He isn't including Gmail and YouTube users.
He's including view-through conversions.

As a best practice, Stephanie's colleagues have told her that she doesn't need to exclude people from her original remarketing lists when using Similar Audiences lists.

What's the reasoning behind this?

Similar Audiences lists automatically exclude people so that only new leads are reached.
Similar Audiences use existing remarketing lists to get as much reach as possible.
Similar Audiences will automatically remarket to existing leads if it identifies potential value in them.
Similar Audiences don't have any association with remarketing lists.

The owner of an online movie poster store is interested in trying a remarketing campaign to promote different movie genres to customers who have already visited their website. Which best practice can the owner use to serve relevant ads to those customers?

The owner can create separate ads for each genre and then set them to "Rotate indefinitely" within the same ad group.
The owner can build a list of relevant placements for each genre, and then use these to create individual ad groups for each.
Include each of the genres within the headline and description fields of a single responsive display ad.
The owner can create different remarketing lists based on the specific web pages that the customers visited.

What is the advantage of uploading an ad instead of using a responsive display ad?

An advertiser can maintain creative control of how ads look in chosen sizes.
An advertiser will have the option to serve ads in the Shopping section of Google.com.
An advertiser can incorporate animated GIFs that are more than 30 seconds long.
An advertiser will gain access to exclusive placements at reputable news outlets.

Under the last non-direct click attribution model, if a customer makes a purchase after clicking on an ad on a social network, seeing a paid search ad and then clicking on a Display ad, which marketing channel would receive credit for the conversion?

Search channel gets 100% credit
Display channel gets 100% credit
Social channel gets 33% credit
Display channel gets 33% credit

Tyler has just launched a Google Display campaign and is considering whether to increase its budget. Using various attribution models in the Model Comparison Tool, what might make him increase his investment in Google Display ads?

A disproportionally low conversion volume from a certain channel that has received a bulk of his investment
A proportionally high conversion volume after a certain channel has received a bulk of his investment
All channels drove conversions in proportion to the investment they receieved
A proportionally low conversion volume after a certain channel has received a small share of his investment

What does the Model Comparison Tool show that would be helpful in measuring the full value of a Google Display ads campaign?

A projected forecast of conversion data if certain recommendations were applied.
The way display ads influence purchasing decisions exclusively in Google Ads
A projected forecast of impression and click data if certain recommendations were applied.
The way Display ads influence purchasing decisions across all marketing channels

What's a best practice for choosing assets for a Discovery campaign?

Use generic messaging in description fields so as to capture the interest of a larger audience.
Use Google Images to download as many relevant image assets as possible.
Add call-to-action text over their image assets to better inform potential customers.
Use inspiring high-quality images that highlight the brand's value proposition.

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Cate wants to find stunning ad images for a Discovery campaign she’s launching. What would be a reliable source for such images?

By vmartinez

Cate wants to find stunning ad images for a Discovery campaign she’s launching. What would be a reliable source for such images?

Her most successful social marketing campaigns
Google Images
YouTube
Websites similar to her own

Mary works at a car dealership and has been asked to promote its top-selling models. She has a Google Ads account and is interested in using Display campaigns to achieve her goal. How can she best structure her account?

By vmartinez

Mary works at a car dealership and has been asked to promote its top-selling models. She has a Google Ads account and is interested in using Display campaigns to achieve her goal. How can she best structure her account?

She can allow the system to automatically structure the account around the different car models that the dealership promotes.
She can create separate ad groups for each car model that the dealership promotes.
She can create a single ad group to cater for all car models that the dealership promotes.
She can create separate accounts for each car model that the dealership promotes.

Shankar intends to use responsive display ads for a Google Display campaign, but wants to make sure he applies best practices with headlines, descriptions and company names. In which scenario is a Google best practice correctly applied?

By vmartinez

Shankar intends to use responsive display ads for a Google Display campaign, but wants to make sure he applies best practices with headlines, descriptions and company names. In which scenario is a Google best practice correctly applied?

Hank checks that all headlines and descriptions are distinct and can be used interchangeably.
Hank adds trademark and copyright symbols to company names.
Hank writes short headlines with the same messaging but phrased in different ways.
Hank uses long headlines that summarize all of the points made in the short headlines.

Reece works for a company that sells sailing trips and wants to set up a 14-day view-through conversion window for their Display campaign instead of the default window. Why will setting up the view-through conversion window benefit their campaign?

By vmartinez

Reece works for a company that sells sailing trips and wants to set up a 14-day view-through conversion window for their Display campaign instead of the default window.

Why will setting up the view-through conversion window benefit their campaign?

It’ll assist them in analyzing the most interacted areas of the Display campaign within a 14-day period.
It’ll prevent interactions being attributed with more conversions than what they actually generated.
It’ll help them to reveal which ad assets require optimization in order to improve conversion rates.
It’ll allow them to identify impressions for ads that weren’t interacted with but later resulted in a conversion.

What Smart Bidding strategy would be best used to help liquidate inventory?

By vmartinez

What Smart Bidding strategy would be best used to help liquidate inventory?

Maximize Conversions
Target CPA
Target ROAS
Maximize Conversion Value

Liz has noticed that even though Display ads are producing high click-through rates, they appear to be producing fewer conversions than Search ads. How would you best explain this assumption?

By vmartinez

Liz has noticed that even though Display ads are producing high click-through rates, they appear to be producing fewer conversions than Search ads. How would you best explain this assumption?

She is focusing on view-through conversions rather than click-through conversions.
People that click on the Display ads are purchasing through another channel.
Conversion tracking isn’t enabled currently.
People aren’t seeing the Display ads.