Mobile Advertising Exam

All answers are updated on 11th Oct, 2015. Scored 95% in exam. All the best

The mobile video Masthead is a homepage ad similar to the desktop video Masthead and will appear on the homepage of all of the YouTube mobile and tablet properties, including _____.

A)the Android mobile app and m.youtube.com
B)both the iOS and Android mobile apps
C)the Android native mobile app, the iOS app, and m.youtube.com
D)reserve in-stream ads

the Android native mobile app, the iOS app, and m.youtube.com


To find the right mobile bid, you would calculate:

A)(mobile conversion rate / desktop conversion rate) x 100
B)(desktop conversion rate/ mobile conversion rate) – 1
C)(mobile conversion rate / desktop conversion rate) + 1
D)(mobile conversion rate / desktop conversion rate) – 1

(mobile conversion rate / desktop conversion rate) – 1


If your campaign is running on the Display Network, your ads:

A)Are not eligible to show in mobile apps
B)Will only show on mobile apps that you select
C)Are automatically eligible to show in mobile apps
D)Are only eligible to show in specific mobile apps

Are automatically eligible to show in mobile apps


Select the one way NOT to track app conversions.

A)Using an app analytics provider for your AdWords campaigns
B)Integrate the Google SDK in your app
C)Add a Javascript snippet to your website
D)Using Codeless Android Install tracking

Add a Javascript snippet to your website


The Mobile App Analytics Behavior reports give you data about:

A)The detailed ways users of your app interact with other users of your app
B)The detailed ways users interact with your app
C)How many people have downloaded your app through a referral from a friend
D)In-app user satisfaction ratings

The detailed ways users interact with your app


Automatic bidding is ideal for advertisers who:

Want to set their own bids for A)individual keywords
B)Want to save time managing bids based on hundreds of signals
C)Don’t want to spend a lot of time managing keywords
D)Want to set their own bids for individual ad groups

Don’t want to spend a lot of time managing keywords


When you use a flexible bid strategy, it will automatically optimize your bids based on:

A)Your search terms data
B)Your remarketing list
C)Your Quality Score
D)Your performance KPI (Key Performance Indicator)

Your performance KPI (Key Performance Indicator)

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.

A)False
B)True

true


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

A)Target return on ad spend (ROAS)
B)Target outranking share
C)Target search page location
D)Target cost-per-acquisition (CPA)

Target search page location


You can use a mobile specific display URL to:

A)Show consumers that you are a large brand
B)Differentiate yourself from other advertisers
C)Effectively track conversions to your desktop site
D)Indicate that you have a mobile-friendly landing page

Indicate that you have a mobile-friendly landing page


________ 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.

A)Keyword planner
B)Sitelinks
C)App extensions
D)Conversion tracking

Conversion tracking


50% of purchase-related conversions happened within ______ of the mobile searches that initiated them.

A)half-an-hour
B)two hours
C)one hour

one hour


Which of the following is NOT true about an app URL scheme?

A)The scheme is a part of the link that identifies which app to open
B)Schemes are automatically set up when you create your app
C)Typically the website name appears in reverse; e.g., example.com becomes com.example as a scheme
D)You can use “http” or a custom scheme that can start with the app or website name

Schemes are automatically setup when you create your app


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

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

If not implemented correctly, adding the SDK and conversion tracking code could result in bugs in the app


What is the most common way for advertisers to monetize their app?

A)Ad buys Driving traffic to their mobile website to complete purchase
B)In-app purchases
C)Charging for app downloads from the Apple iTunes or Google Play store

In-app purchases


Where can app ads run?

A)Only on Admob
B)Only on the Google Play store
C)Within other apps, also known as in-app
D)Across Display, Search, and YouTube

Across Display, Search, and YouTube


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.

A)True
B)False

true


App remarketing allows you to target people who:

A)Have used your app before
B)Have searched for your app
C)Have searched for apps similar to yours
D)Have never used your app before

Have used your app before


With YouTube Mastheads you can get 100% share of voice, not just on the desktop YouTube site, but also across screens with:

A)The AdWords mobile site and YouTube app
B)The YouTube mobile site and the YouTube app
C)Video Search on Google The
D)YouTube mobile site and Google Play App

The YouTube mobile site and the YouTube app


An advertiser with stores throughout the country could use Location Extension Targeting to:

A)Target users in the same way across all of their locations
B)Decrease bids by 50% for users who are within 10 miles of their stores
C)Target users who are within 20 miles of one particular city in the country
D)Target users who are within 10 miles of one particular city in the country

Target users in the same way across all of their locations


Viewable impressions:

A)Allow you to only pay for video ads that are viewed within an hour
B)Allow you to only pay for those ads that are actually viewed
C)Allow you to pay for ads that are viewed and also converted

Allow you to pay for ads when they are displayed in a viewable position


Which of the following is the main reason an app advertiser would want to use a 3rd party conversion tracking company?

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

To see which of an app’s new users came from recent advertising clicks or views


If you want to reach certain categories of apps with in-app display ads, or if you know the apps you want to target, you should:

A)Enable Active View reporting
B)Create a Display Network campaign targeted to mobile apps
C)Go to “Campaign Exclusions” from the Display Network tab
D)Create a placement inclusion for mobile apps

Create a placement inclusion for mobile apps


An advertiser would NOT use AdWords’ mobile offering to:

A)Engage with users who have already downloaded their app
B)Track conversions once a user downloads their app
C)Build a mobile-optimized website
D)Advertise their app

Build a mobile-optimized website


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

A)location link
B)location extention
C)deep link
D)remarketing link

deep link


Assuming you are not using any bid adjustment and you value mobile traffic over desktop, which bid adjustment should you set?

A)Increase bid adjustment for mobile
B)Increase bid adjustment for tablets
C)Increase bid adjustment for desktop
D)Increase bid adjustment for mobile and desktop

Increase bid adjustment for mobile


Which of the following is true about apps?

A)Apps are more geared towards retention, loyalty, and engagement
B)Apps are more geared towards acquisition purposes
C)Once a user downloads an app, they are likely to return and engage with it

Apps are more geared towards retention, loyalty, and engagement


What time of day does mobile usage generally peak?

A)Evening hours when people are at home
B)During working hours
C)Morning and evening when people are commuting to work
D)Spread evenly throughout the day

Evening hours when people are at home


How do upgraded URLs help advertisers with 3rd party conversion tracking?

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

Manage a single tracking URL at the campaign, ad group or ad level that is separate from the landing page


According to a Nielsen study, what percentage of purchase-related conversions happened within an hour of the mobile searches that initiated them?

A)0.5 or 50%
B)0.25 or 25%
C)0%
D)0.75 or 75%

0.5 or 50%


Deep-linking allows:

A)Desktop users to be able to access deeper, more targeted sections within a mobile app
B)Ads to direct customers into deeper, more targeted sections of the app
C)Ads to direct new customers only into deeper, more targeted sections of the app
D)Mobile and desktop users to navigate within a mobile app

Ads to direct customers into deeper, more targeted sections of the app


With a business in an eligible country, advertisers can use website call conversions to track calls to a Google Forwarding number on their site from users who arrived there from any source

A)True
B)False

False


Once an advertiser opts in to advertise with our search partners (the default setting) in their campaign network settings, they should use _______ to have their ads populate within Google Maps for Mobile.

A)product extensions
B)Location extensions
C)mobile extensions
D)store visit extensions

Location extensions


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

A)False
B)True

True

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

A)Cross device and mobile conversions
B)App downloads, calls, store visits, cross device conversion, mobile conversions
C)Utilization of mobile ad formats, extensions, app and mobile site design best practices
D)Mobile conversions

App downloads, calls, store visits, cross device conversion, mobile conversions


A(n) ____ gives your app users the ability to open your app directly from other apps by clicking a link.

A)app index
B)website deep link
C)custom deep link

Custom deep link


Which of the following is incorrect about AdWords cross-device conversions?

A)Cross-device conversions help advertisers understand the device that received the last ad click before the conversion
B)Cross-device conversions do not track from desktop to mobile conversions, it only tracks mobile to desktop conversions
C)Cross-device conversions help advertisers track conversions that couldn’t be tracked before in AdWords since they were attributed to D)another non-AdWords channel like organic search or direct

Cross-device conversions do not track from desktop to mobile conversions, it only tracks mobile to desktop conversions


iOS app conversion tracking cannot be set up using:

A)SDK
B)Install confirmation feedback
C)Server-to-server (S2S)
D)Codeless conversion tracking

Codeless conversion tracking


Which of the following is true about apps?

A)The number of app installs on Android tablets is increasing
B)Most smartphone users download apps on a weekly basis
C)The majority of Android apps have been downloaded
D)Once a customer downloads an app, they will be likely to return

Most smartphone users download apps on a weekly basis


An app developer might use remarketing if they wanted to promote a paid version of their game to all users of the free version who reached Level 10 of the game.

A)True
B)False

true


Admob is ____.

A)an ad extension
B)a custom deep link an app promotion ad format
C)AdWords’ non-owned and operated mobile app inventory
D)An app promotion ad format

AdWords’ non-owned and operated mobile app inventory


Usage data allows advertisers to:

A)Create remarketing lists based on how frequently or infrequently a customer is using their app
B)Create a conversion tracking list and add it to their app
C)Change bid adjustments based on mobile traffic
D)Add the conversion tracking tag to their app

Create remarketing lists based on how frequently or infrequently a customer is using their app


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.

A)raise,
B)lower raise,
C)raise lower,
D)lower

raise,lower


_______ are a type of ad format that show extra information about your business.

A)App installs
B)Ad extensions
C)Deep link
D)ad extensions

ad extensions


Which of the following is NOT a type of mobile ad extension?

A)App extension
B)Call extension
C)Sitelink extension
D)Download extension

Download extension


What is an app engagement ad?

A)A customized ad shown to users who already have the app in order to drive them back to the app
B)A templated “engagement” image ad which allows you to add more text or information to your ad
C)An ad which uses cookies to appear to users who have already downloaded an app
D)An app extension which shows a link to your app below your ad

A customized ad shown to users who already have the app in order to drive them back to the app


Sitelink extensions:

A)Decrease CTR rates as users are sent to specific pages of your site
B)Allow advertisers to give users the option to land directly on specific pages of your site
C)Show your business address, phone number, and a map marker with your ad text
D)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


When should an advertiser use an app extension instead of an app promotion ad?

A)With keywords intended to drive app download, but still give the option to visit the mobile website
B)With keywords intended to direct users to the mobile website, but still give the option to download the app
C)To re-engage with users who have already downloaded the app
D)To run your ad on both Search and Display

With keywords intended to direct users to the mobile website, but still give the option to download the app


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

A)location where mobile is being used
B)time of day
C)responsive design based on touch
D)the lack of precision on a touch screen

the lack of precision on a touch screen


In AdWords, you can create and manage video campaigns by using ___.

A)“mobile app engagement” campaigns
B)“mobile app installs” campaigns
C)the TrueView family of cost-per-view (CPV) video ad formats
D)“Masthead video” campaigns

TrueView family of cost-per-view (CPV) video ad formats


The two types of conversions for YouTube on mobile are:

A)Promotion views and engagement views
B)Promotion views and view-through conversions
C)Conversions and view-through conversions
D)Download views and engagement conversions

Conversions and view-through conversions


iOS App Install confirmation is a feedback mechanism which enables customers to receive confirmation from Google every time an iOS app install event can be attributed to an AdWords ad click or view. Why would an advertiser use this solution?

A)The advertiser is interested in cross-device conversions.
B)This is the only availabe method of conversion tracking for iOS.
C)The advertiser wants to count calls as conversions.
D)The advertiser is using an in-house or third party app analytics system.

The advertiser is using an in-house or third party app analytics system


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

A)Target users who are within 10 miles of one particular city in the country
B)Target users who are within 20 miles of one particular city in the country
C)Target users the same way across all of their locations
D)Decrease bid by 50% for users who are 10 miles of their stores

Target users the same way across all of their locations


Auto exclusions allow:

A)Google’s mobile app promotion template ads to be automatically excluded from showing to users who have already downloaded the advertisers app
B)Google’s mobile app promotion template ads to automatically include showing to users who have already downloaded the advertisers app
C)Google advertisers to exclude high install pricing
D)Google advertisers to exclude automatic bidding within their mobile app

Google’s mobile app promotion template ads to be automatically excluded from showing to users who have already downloaded the advertisers app


Which of the following is true about mobile optimized sites?

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

Mobile-friendly experiences typically feature easy navigation, quick-to-load images, and streamlined text


The App Overview report is a summary of the most salient data from all of the Mobile App Analytics reports. Use this report to:

A)Gain insight into your competitor’s strategies
B)Review data about your users’ names, addresses, and income brackets
C)Assess the general health of your app and to follow data trends
D)Review the code for your app and SDKs

Assess the general health of your app and to follow data trends


To track conversion in an app, you can add the AdWords Conversion Tracking SDK to your app. SDK stands for:

A)Schema Development Key
B)Software Deprecation Kit
C)Software Development Kit
D)Schema Development Kit

Software Development Kit


Call Conversions 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.

A)True
B)False

true


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

A)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
B)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
C)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
D)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 might get more prominent notice with smaller mobile screens. There are also no ads on the right-hand side of the results on mobile


Showrooming refers to:

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

The phenomenon which turns brick and mortar stores into showrooms for products which are then purchased online or via mobile


The conversion optimizer for apps allows:

A)AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids accordingly across search and display inventory to help advertisers hit their desired Cost Per Click goal
B)AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids accordingly across search and display inventory with the goal of helping Advertisers hit their desired Cost Per Installs
C)AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids accordingly across just search inventory to help advertisers hit their desired Cost Per Install goal
D)AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids accordingly across search and display inventory to help advertisers hit their desired Cost Per Impression goal

AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids accordingly across just search inventory to help advertisers hit their desired Cost Per Install goal


A mobile app is an application that can be downloaded and installed on your mobile device or rendered within a browser.

A)True
B)False

False


Advertisers can use Website Call Conversions to track calls to a Google forwarding number on their site from users who arrived there from any source.

A)False
B)True

True


Setting up Mobile App Analytics requires:

A)The “Edit” permission for a Google Analytics account and technical knowledge of your app development environment
B)A substantial number of app installs or conversions
C)A working knowledge of mobile click attribution technologies

A substantial number of app installs or conversions


The Mobile App Analytics Acquisition reports give you data about:

A)How your users spend time outside of your app
B)Which type of targeting has the lowest cost-per-acquisition
C)How much data your app has acquired
D)How often your mobile apps are installed and opened

How often your mobile apps are installed and opened


What is a lightbox ad?

A)A cross-screen expandable ad format that optimizes for taps/swipes on mobile and mouse-overs/clicks on desktops
B)A remarketing specific ad format to announce new features of your app
C)A type of ad format that shows extra information (“extending” from your text ads) about your business
D)A mobile text ad Bottom of Form

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


What will you need before you can set up conversion tracking for calls from an ad or from a website?

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

an active call extension or call-only ad.

What is an app install ad?

A)An ad format for advertisers to re-engage with users who have already downloaded the app
B)An app extension which shows a link to your app below your ad
C)A templated way to create text, banner, image, and interstitial ads driving users to the Google Play store
D)A type of targeting used to match your ads to sites or pages based on the keywords or topics you’ve chosen

An app extension which shows a link to your app below your ad

Q Third-party analytics companies can reduce complication for advertisers by providing them only one SDK to add to their apps.

A)False
B)True

true

To re-engage users with an app, use the following strategies:

A)Build remarketing lists, engage in reactive outreach, offer something free, and don’t track anything outside of installs
B)Build remarketing lists, engage in reactive outreach, use deep linking, and track outside of installs for your most valuable users
C)Build general email lists, engage in reactive outreach, don’t use deep linking, and don’t track outside of installs
D)Build remarketing lists, engage in proactive outreach, offer something unique, use deep linking, and track everything beyond installs to understand your most valuable users

Build remarketing lists, engage in proactive outreach, offer something unique, use deep linking, and track everything beyond installs to understand your most valuable users

The path to conversion on mobile is not the same as on desktop or tablet due to ALL of the following EXCEPT:

A)Functionality
B)Intent
C)Differing screen size
D)Context

Intent

For someone who wants to run a display network campaign, which tool is the best suited for providing targeting ideas and estimates:

A)Display Keyword Planner
B)Display AD Builder
C)Display Planner
D)Display Ad Preview and Diagnosis

Display Planner