88 Questions You Need to Know for the Google AdWords Advanced Display Exam

After a long-awaited absence, the Traffic Motion guides to the Google exams are back. This time, we’ll be focusing on the Google AdWords Advanced Display certification exam. This test is quite a bit more difficult than the Fundamentals exam, so prepare yourself by reading the Display Network documentation that Google themselves have published on it.

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Much of the material on the Display Network is about YouTube ads, as Google is obviously attempting to make YouTube a profitable venture for investors and advertisers. Familiarize yourself with the YouTube advertising options in AdWords, as well as some of the ads available on YouTube itself. There are differences, as each platform has its own interface and advertising options.

Also, there are a lot of easy questions that I didn’t bother covering here. If you know anything at all about Google, AdWords, the Display Network, or YouTube, you should be able to get a fair number of questions correct. In addition, there are a decent number of repeat questions, just rephrased differently. For instance, make sure you know what Frequency Capping is and how it works, as well as the Display Ad Builder. Those topics will come up in quite a few questions, so if you get one right, you’ll probably get at least two or three more questions correct, too.

One final tip for preparing for this exam is to print out and read all of the documentation from Google, so that you can refer to it during the test. Thankfully, the material is less than 200 pages in length, so it’s not as big of a project to print out as either the Fundamentals or Search Advanced material. These questions and answers are provided only as suggestions and a guide, they won’t allow you to pass the test without extra studying.

Finally, good luck on the Advanced Display exam if you decide to take it! Please leave us a comment or share this study guide if it helped you at all.

Q: Using Google’s AdWords for Video, what type of video advertisement can you implement?
A: TrueVideo Video Ads can be implemented with AdWords for Video.

Q: What type of video still is best for an advertisement?
A: Something showing the action. If it’s a surfing video, for instance, show the part where the surfer is attempting to catch the wave, rather than paddling out to the wave or falling off of the surfboard.

Q: How is Quality Score affected when using cost-per-thousand-impressions bidding on Display ads?
A: QS is not affected because click-through rates are not a factor when using CPM bidding.

Q: True or False: You should consider minimum speed requirements in a reservation based campaign.
A: True

Q: True of False: You should consider the global availability of ad units and ad placements when planning a reservation based campaign.
A: True

Q: True or False: Think about submission and turnaround time for your creative and video assets when planning a reservation based campaign.
A: True

Q: True or False: Consider the bidding strategies of other advertisers when planning a reservation based campaign.
A: False

Q: If you want the best return on investment from a display campaign, what type of bidding option should you use in AdWords?
A: Conversion Optimization

Q: True or False: Adding a visible display URL is a good practice when using the Display Ad Builder?
A: True

Q: True or False: for YouTube, the majority of AdWords ads appear on Event pages.
A: False

Q: True or False: for YouTube, the majority of AdWords ads appear on Contest pages.
A: False

Q: True or False: for YouTube, the majority of AdWords ads appear on the YouTube homepage.
A: False

Q: True or False: for YouTube, the majority of AdWords ads appear on Watch pages.
A: True

Q: Which types of targeting can you use on YouTube?
A: Remarketing, topics, and interest categories

Q: How does an ad’s Quality Score work on the Display Network?
A: QS will affect whether your ads are eligible to enter the ad auction.

Q: True or False: Filling in gaps of niche and mass-marketed sites is one benefit of using AdWords targeting options, even if you use display advertising through other ad networks besides Google’s.
A: True

Q: Besides AdSense, where else can display inventory come from on the Google Display Network?
A: DoubleClick Ad Exchange

Q: When do TrueView in-state ads show on YouTube?
A: Only before YouTube partner videos that are at least 10 minutes in length.

Q: When can Ad Scheduling help your display campaign?
A: When you notice spikes in traffic to your website at certain times of the day.

Q: What can a Reach and Frequency report tell you about video ad play rates on a placement-targeted campaign?
A: Whether decreased play rates are an effect of viewers seeing an ad repeatedly and not watching it again.

Q: When using AdWords Conversion Tracking, which bidding strategy is best for driving traffic to a website along with ROI goals?
A: CPC bidding model

Q: How can you view your reservation-based reports for ads?
A: You’ll need to request it from your Google representative.

Q: When there are both CPM and CPC ads in an auction, what will the AdWords system do?
A: Calculate the effective CPM for ads.

Q: True or False: Allocating budget and controlling spending levels across campaigns is a benefit of having separate campaigns for Search and Display Network advertising.
A: True

Q: What would the Placement Report tell you?
A: Which Display Network properties displayed your ads, as well as related metrics.

Q: True or False: You can use the Placement Performance Report to see on which URLs users have seen your ads.
A: True

Q: True or False: different campaign settings may be better for different networks, so you should separate your Display and Search campaigns.
A: True

Q: True or False: If you want to do Remarketing and Product Listing Ads, you should set up separate campaigns for each.
A: True

Q: You are setting up a Display Campaign for a client. What is the first thing you should take into account?
A: The advertiser’s goals for the campaign.

Q: What will the On Schedule Indicator tell you?
A: It will show you the percent chance that the campaign will deliver all of the booked impressions for your ads.

Q: How can you get access to View-through conversion data?
A: You must be using the Conversion Tracking code on your website.

Q: True or False: A faster landing page load time could increase the Quality Score of your ad.
A: True

Q: What would a Remarketing campaign allow you to do?
A: Reach people who have previously visited your website and show them ads as they visit sites on the Google Display Network.

Q: What is a best practice for optimizing ad groups in a placement-targeted campaign?
A: Use Ad Groups to categorize placement-targeted sites with similar themes.

Q: True or False: YouTube ads can show up on the YouTube homepage.
A: True

Q: True or False: YouTube ads can run on videos that are part of the Partnership Program.
A: True

Q: How long must people watch TrueView in-stream ads on YouTube?
A: They play for at least 5 seconds, then users can keep watching or skip the ad.

Q: If you do not want to find and bid on individual placements, what is the best way to advertise on the Display Network?
A: Use the Conversion Optimizer.

Q: True or False: You can set language targeting options for campaigns that use ads on YouTube.
A: True

Q: For a campaign focused on branding, what is the best bidding option?
A: Cost-per-thousand-impressions

Q: True or False: clicks and impressions are key metrics for a branding campaign.
A: True

Q: What is the recommended minimum amount of time to let a display campaign run before analyzing performance metrics?
A: 2-3 weeks

Q: True or False: Text ads are the easiest to create on the Display Network.
A: True

Q: True or False: Video ads are the easiest to create on the Display Network.
A: False

Q: Where does YouTube rank in terms of search queries?
A: It has the second highest number of search queries in the world.

Q: What would you use to limit the impressions of an ad for a single unique user?
A: Frequency capping

Q: True or false: Conversions is the most important measurement in a direct response advertiser’s campaign on the Display Network.
A: True

Q: Your display ad has been disapproved. How can you submit a request for another review?
A: Save an edited version of the disapproved ad, or create a new ad.

Q: True or False: CPM bidding is available for the Search Network.
A: False

Q: True or False: CPM bidding is available for the Display Network.
A: True

Q: Can you track phone calls as conversions with Enhanced Campaigns?
A: Yes

Q: Can you track sales transactions as conversions with Enhanced Campaigns?
A: Yes

Q: Can you track text messages as conversions with Enhanced Campaigns?
A: No

Q: What are some features of a YouTube Brand channel?
A: Custom gadgets, house and curate video content, and develop social friendships with YouTube users.

Q: True or False: Use the Placement Report is a good idea when using Site and Category exlusions.
A: True

Q: True or False: You can limit exposure to your ads through site/category exclusions.
A: True

Q: True or False: You can limit exposure to your ads by including negative keywords.
A: True

Q: What tool can you use to target different categories of video content on the Display Network?
A: AdWords for Video

Q: Can your video mimic functions that an ad can not perform?
A: No. Your ad is likely to be disapproved.

Q: Using AdWords, can you target mobile apps?
A: Yes.

Q: What would you use to target relevant sites on the Display Network based on a list of keywords?
A: Managed Placements

Q: What is the payment model for a YouTube homepage masthead advertisement?
A: These are sold on a fixed cost per day model.

Q: How can you optimize your CPC-based campaign?
A: Focus on a high CTR, ad rank, and Quality Score.

Q: What will Frequency Capping do?
A: It will limit the number of times an ad appears to the same unique user on the Display Network.

Q: True or False: You can set individual bids for sites you select for Managed Placements advertisements.
A: True

Q: Can you use Frequency Capping on the Search Network?
A: No, this feature is available only for ads on the Display Network.

Q: Can you track the Mouseover Rate on ads built with the Display Ad Builder?
A: Yes

Q: True or False: Topic Targeting is likely to ensure ads are contextually relevant to the sites they appear on.
A: True

Q: Will all of your performance metrics be lost if you edit an ad with an ad extension, if you are using Enhanced Campaigns?
A: No.

Q: True or False: Using a color scheme that complements the image and branding on your site is recommended when using the Display Ad Builder.
A: True.

Q: Where are ads using images and videos shown?
A: They would only be shown on the Google Display Network.

Q: For direct response marketing, which is the ideal bidding model?
A: Cost per click

Q: True or False: YouTube homepage ads are available through AdWords.
A: False

Q: True or False: YouTube watch page ads are available through AdWords.
A: True

Q: True or False: YouTube search page ads are available through AdWords.
A: True

Q: Why should you include a text ad in your Display Network campaign, even if you want to focus on image/video?
A: Not all publishers accept image/video ads, so having a text ad will ensure maximum coverage.

Q: True or False: You can use Pop-Up ads on the Google Display Network.
A: False

Q: True or False: You can use Print Ads through a Display Network campaign.
A: False

Q: What is one reason to consider different messages in your video ads than in your text/search ads?
A: Video search behavior is different than search behavior on a traditional search engine like Google.

Q: True or False: You can utilize pre-existing design templates with the Google Display Ad Builder tool.
A: True

Q: Should you use a Call to Action in the opening image of a click-to-play video?
A: Yes, this is considered a best practice for this type of advertisement.

Q: When would you pay for a TrueView in-search advertisement?
A: Only if a viewer chooses to watch the video.

Q: What aspect of an ad would help set expectations for users in different stages of the buying cycle?
A: A clear Call to Action in the text portion of a text, video, or image advertisement.

Q: True or False: You can incorporate an error message or warning box in your image ad.
A: False, this will get your ad disapproved.

Q: True or False, you can use a strobe background in your Display Network ads.
A: False, this will get your ad disapproved.

Q: Which bidding model allows advertisers to pay by the conversion?
A: Cost per acquisition (CPA)

Q: What is the best bidding model to increase reach and visibility?
A: Cost per thousand impressions (CPM)

Q: What type of bidding model do reservation ads use?
A: They are a fixed price, so no bidding is used.

Add Google AdWords Dynamic Remarketing Code to Magento CMS & Home Pages

In a previous tutorial, we looked at how to add Google AdWords Dynamic Remarketing code to Magento’s product pages. That gets us some of the way there, and you can start remarketing with just that bit of code on your site (verified working on a live Magento Enterprise website).

Integrate Google Dynamic Remarketing in Magento

However, there are a lot more pages we can tag with the remarketing code, including the home pages, category and subcategory pages and listings, and CMS pages. We’ll take a look at the home page and static CMS pages in this tutorial, and tackle category pages in future one.

The reason we do the home page and CMS pages at the same time is that Google has a separate pagetype for each of these pages. If you add the CMS code to your Magento home page, though, you won’t have the correct pagetype. And if you add the home page code just on that page, you’ll need to remove the CMS page code to prevent having both tags on the home page.

Let’s tackle the CMS pages first, since they are remarkably similar to the product pages.

Creating or Adding to the local.xml File

First, navigate to your magentoroot/app/design/frontend/base/default/layout/ directory, and open the local.xml file located there. If you don’t have one, you’ll need to create one, and if you’re using a different package/theme, navigate to the correct folder rather than base/default as I did here.

In that local.xml file, we’re going to add the following code to it:

<?xml version="1.0" encoding="UTF-8"?>
<!-- other code -->
<layout>
<!-- other layout code -->
	<cms_page>
		<reference name="before_body_end">
			<block type="core/template" name="trafficmotion.remarketingCms">
				<action method="setTemplate">
					<template>trafficmotion/remarketing/cms.phtml</template>
				</action>
			</block>
		</reference>
	</cms_page>
</layout>

Easy enough, right? Now, we have to get the proper directory so that Magento knows what file to pull from where, and put the right code in that file.

Directory Structure for AdWords Dynamic Remarketing Code Layout

Here are the folders that we need to navigate to if you’ve read my previous AdWords Remarketing on Magento tutorial, or create them if they don’t yet exist.

  • magentoroot/app/design/frontend/base/default/template/trafficmotion/
  • magentoroot/app/design/frontend/base/default/template/trafficmotion/remarketing/

Next, we’ll get the actual code for the CMS pages. Magento is looking for the block to insert before the closing <body> tag, so let’s give it what it wants.

Creating the cms.phtml File

Since we don’t need to call any paramaters like the SKU or total value on the CMS pages, we don’t need any fancy PHP code. Plain old HTML will do just fine, though we still need to name our file with the PHTML extension. Create cms.phtml and add the following code to it:

<!-- Begin Google Code for Remarketing Tag -->
<script type="text/javascript">
var google_tag_params = {
ecomm_prodid: '',
ecomm_pagetype: 'siteview',
ecomm_totalvalue: '',
};
</script>
<script type="text/javascript">
/* <![CDATA[ */
var google_conversion_id = XXXXXXXXXX;
var google_custom_params = window.google_tag_params;
var google_remarketing_only = true;
/* ]]> */
</script>
<script type="text/javascript" src="//www.googleadservices.com/pagead/conversion.js">
</script>
<noscript>
<div style="display:inline;">
<img height="1" width="1" style="border-style:none;" alt="" src="//googleads.g.doubleclick.net/pagead/viewthroughconversion/XXXXXXXXXX/?value=0&amp;guid=ON&amp;script=0"/>
</div>
</noscript>
<!-- End Google Code for Remarketing Tag -->

Remember to use the actual code that Google gives you for your site. Your conversion ID probably isn’t XXXXX. Also remember to set the ecomm_pagetype to ‘siteview’ so AdWords knows what pagetype these are.

Wrapping Up Dynamic Remarketing Integration for CMS Pages

That’s all there is to adding the remarketing tag to your CMS pages. The only problem is, the code now appears on the homepage, as well as all other CMS pages. We’ll look at getting rid of it on the homepage next, as well as inserting the correct code. But here’s how the code will look on the actual pages of your Magento store:

<p class="bugs">Help Us to Keep Magento Healthy - <a href="http://www.magentocommerce.com/bug-tracking" onclick="this.target='_blank'"><strong>Report All Bugs</strong></a> (ver. 1.8.1.0)</p>
        <address>&copy; 2013 Magento Demo Store. All Rights Reserved.</address>
    </div>
</div>
                
<!-- Begin Google Code for Remarketing Tag -->
<script type="text/javascript">
var google_tag_params = {
ecomm_prodid: '',
ecomm_pagetype: 'siteview',
ecomm_totalvalue: '',
};
</script>
<script type="text/javascript">
/* <![CDATA[ */
var google_conversion_id = XXXXXXXXXX;
var google_custom_params = window.google_tag_params;
var google_remarketing_only = true;
/* ]]> */
</script>
<script type="text/javascript" src="//www.googleadservices.com/pagead/conversion.js">
</script>
<noscript>
<div style="display:inline;">
<img height="1" width="1" style="border-style:none;" alt="" src="//googleads.g.doubleclick.net/pagead/viewthroughconversion/XXXXXXXXXX/?value=0&amp;guid=ON&amp;script=0"/>
</div>
</noscript>
<!-- End Google Code for Remarketing Tag -->
    </div>
</div>
</body>
</html>

Removing the CMS Remarketing Code from the Homepage

We’re going to go back to the local.xml file we used up above, located at magentoroot/app/design/frontend/base/default/layout/local.xml and add the following code to that file:

<?xml version="1.0" encoding="UTF-8"?>
<!-- other code  -->
<layout>
<!-- other layout code -->
	<cms_index_index>
		<reference name="before_body_end">
			<remove name="trafficmotion.remarketingCms" />
		</reference>
	</cms_index_index>

That gets rid of the remarketingCms block on the homepage, so now we’re free to add the correct code. We could do another local.xml layout update, but since we’re adding a block just to one page, we can more easily do this in the backend of Magento with a static block and a layout XML update to the homepage.

Creating the Static Block

Login to the admin area of your store, and navigate to CMS > Static Blocks and click +Add New Block in the upper right corner of the page. Let’s give it a Block Title of Google Remarketing Code – Homepage, an Identifier of google-remarketing-home, and choose your appropriate Store View. Enable the block and put the following code in the Content section:

<!-- Begin Google Code for Remarketing Tag -->
<script type="text/javascript">
var google_tag_params = {
ecomm_prodid: '',
ecomm_pagetype: 'home',
ecomm_totalvalue: '',
};
</script>
<script type="text/javascript">
/* <![CDATA[ */
var google_conversion_id = XXXXXXXXXX;
var google_custom_params = window.google_tag_params;
var google_remarketing_only = true;
/* ]]> */
</script>
<script type="text/javascript" src="//www.googleadservices.com/pagead/conversion.js">
</script>
<noscript>
<div style="display:inline;">
<img height="1" width="1" style="border-style:none;" alt="" src="//googleads.g.doubleclick.net/pagead/viewthroughconversion/XXXXXXXXXX/?value=0&amp;guid=ON&amp;script=0"/>
</div>
</noscript>
<!-- End Google Code for Remarketing Tag -->

Now, all we have to do is add that block to the before_body_end section of our homepage. Navigate to CMS > Pages > Manage Content and look for the page with the URL key of “home” and open that page.

In the Design tab, we’re going to add some XML code, and then we’ll be all done. Here’s what we need to add to that page.

<reference name="before_body_end">
<block type="cms/block" name="google_remarketing">
    <action method="setBlockId"><block_id>google-remarketing-home</block_id></action> 
</block>
</reference>

Wrapping Up Dynamic Remarketing Integration for the Homepage

Whew! We’re all done here. Take a look at the Page Source on the homepage, and you’ll see the correct dynamic remarketing code, without the extra reference to the CMS page remarketing code. Here’s what it looks like after we’re finished:

<p class="bugs">Help Us to Keep Magento Healthy - <a href="http://www.magentocommerce.com/bug-tracking" onclick="this.target='_blank'"><strong>Report All Bugs</strong></a> (ver. 1.8.1.0)</p>
        <address>&copy; 2013 Magento Demo Store. All Rights Reserved.</address>
    </div>
</div>
                
<!-- Begin Google Code for Remarketing Tag -->
<script type="text/javascript">
var google_tag_params = {
ecomm_prodid: '',
ecomm_pagetype: 'home',
ecomm_totalvalue: '',
};
</script>
<script type="text/javascript">
/* <![CDATA[ */
var google_conversion_id = XXXXXXXXXX;
var google_custom_params = window.google_tag_params;
var google_remarketing_only = true;
/* ]]> */
</script>
<script type="text/javascript" src="//www.googleadservices.com/pagead/conversion.js">
</script>
<noscript>
<div style="display:inline;">
<img height="1" width="1" style="border-style:none;" alt="" src="//googleads.g.doubleclick.net/pagead/viewthroughconversion/XXXXXXXXXX/?value=0&amp;guid=ON&amp;script=0"/>
</div>
</noscript>
<!-- End Google Code for Remarketing Tag -->
    </div>
</div>
</body>
</html>

That was one of our longest Magento tutorials yet, but was an important one for getting the AdWords Dynamic Remarketing code to display correctly on our static pages and our homepage. In our next tutorial, we’ll look at adding the code to the category view pages.

Magento Google AdWords Dynamic Remarketing Tutorials

Internet Marketing Tools Collection by TrafficMotion

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Online Marketing Tools from TrafficMotion

Stay tuned for weekly, if not daily, updates to this list of internet marketing tools.

Web Analytics

Competitive Intellligence

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Search Engine Optimization

Local SEO

Social Media

Paid Online Advertising

Keyword Research

Email Marketing

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Miscellaneous Tools

How to Noindex Internal Search Results in Magento

If you’re like me, you’re tired of seeing twice as many pages indexed by Google as you have actual pages and products on your ecommerce website. One way to combat this is to use the Robots.txt file to Disallow Google, Bing, and other web bots from crawling the content of your pages.

Magento Tricks by Traffic MotionBut that doesn’t actually keep the pages out of the index! It only keeps them from being crawled and having their content indexed and searchable. The page URLs themselves can (and most likely will) still appear in search results, with a message on Google saying that the page’s content is blocked by the site’s Robots.txt file.

So using the Disallow command in Robots.txt won’t reduce the number of pages indexed by the search engines. The only way to do that (besides tedious manual removal requests) is to include a NOINDEX meta tag on pages that you do not want indexed. We already took a look at Noindexing filtered navigation pages of product listings.

In this article, we’ll take a quick look at Noindexing the search results. Why is this important? Well, read it from the man himself, Matt Cutts, who wrote a “Search Results in Search Results” post on his blog all the way back in 2007. So yes, keeping Magento search results pages out of the Google index is important. Let’s look at how to do it!

Updating the local.xml Layout File

Navigate to the magentoroot/app/design/frontend/base/default/layout/local.xml file and open it. If it doesn’t exist, create it.

The code that we have to add to the file is this:

<?xml version="1.0" encoding="UTF-8"?>
<!-- other code -->
<layout>
<!-- other layout code -->
	<catalogsearch_result_index translate="label">
		<reference name="head">
			<action method="setRobots"><value>NOINDEX,FOLLOW</value></action>
		</reference>
	</catalogsearch_result_index>
</layout>

Wrapping Up Noindexing Internal Search Results

That’s it? We’re done? Well, yea, that’s basically all there is to it. In some cases, you may also want to Noindex the catalog_advanced_index and catalog_advanced_result but you can use the exact same code snippet as above, just replacing catalog_result_index with the other two variations.

This is a pretty simple fix, and can help Google keep a lot of your internal search pages out of their index, especially if you occasionally link to a search result as the most relevant and user-friendly method to find a product or list of related products.

If you followed along with the tutorial in the base default theme, you can do a search for anything, get the results, and check out the Page Source. You’ll see something like the following code, indicating that this simple fix has worked.

<title>Search results for: 'nokia'</title>
<meta name="description" content="Default Description" />
<meta name="keywords" content="Magento, Varien, E-commerce" />
<meta name="robots" content="NOINDEX,FOLLOW" />