Google Ads Mobile Advertising Certification Exam Answers 2022

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

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

100% Correct Answer

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

The Mobile App Acquisition reports provide data for which of the following?

1. How many times your mobile apps was installed and opened.
2. How users spend time outside of your app
3. The type of targeting that has the lowest cost–per–acquisition
4. How much data your app has acquired

Correct Answer:

• How many times your mobile apps was installed and opened.

You can use the Mobile App Overview report to do which of the following?

1. Review the code for your app and SDKs
2. Assess the general health of your app and to follow data trends
3. Review data about your users’ names, addresses, and income brackets
4. Gain insights into your competitor’s strategies

Correct Answer:

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

AdWords cross-device conversions don’t:

1. track from mobile to desktop conversions; they only track desktop to mobile conversions
2. help advertisers understand the device that received the last ad click before the conversion
3. help advertisers track conversions that couldn’t be tracked before in AdWords since they were attributed to another non-AdWords channel like organic search or direct
4. track from desktop to mobile conversions; they only track mobile to desktop conversions

Correct Answer:

• track from desktop to mobile conversions; they only track mobile to desktop conversions

In AdWords, you can create and manage video campaigns targeting mobile devices by using:

1. Masthead video campaigns
2. mobile app engagement campaigns
3. video campaigns
4. mobile app installs campaigns

Correct Answer:

• video campaigns

True or false: firebase can reduce complication for advertisers by providing them only one SDK to track all traffic sources, including ad networks.

1. True
2. False

Correct Answer:

• True

To connect firebase to Google Analytics, which of these is required?

1. Google Analytics account access and a new property for your mobile app
2. A working knowledge of mobile click attribution technologies
3. More than 100 app installs or conversions
4. At least 1 app install or conversion

Correct Answer:

• Google Analytics account access and a new property for your mobile app

The Mobile App Behavior reports provide data for:

1. how many downloads were referrals from friends
2. in-app user satisfaction ratings
3. details about how users interact with other users of your app
4. interactions such as screen views, exits, and crashes

Correct Answer:

• interactions such as screen views, exits, and crashes

Target cost-per-acquisition (CPA), which factors in auction-time signals including device, location, time of day, remarketing list, language, and operating system, automatically optimizes bids across:

1. search and display inventory to help advertisers reach their desired cost-per-click (CPC) goal
2. search and display inventory to help advertisers reach their desired cost-per-install goal
3. search and display inventory to help advertisers reach their desired cost-per-impression goal
4. search inventory to help advertisers reach their desired cost-per-install goal

100% Correct Answer

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

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

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

100% Correct Answer

• have a single SDK to add to your app instead of one from each ad network

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?

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

100% Correct Answer

• Generate a link ID and share it with your partner.

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

1. schema development key
2. schema development kit
3. software deprecation kit
4. software development kit

100% Correct Answer

• software development kit

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

1. Increase bid adjustment for mobile and desktop
2. Increase bid adjustment for tablets
3. Increase bid adjustment for desktop
4. Increase bid adjustment for mobile

100% Correct Answer

• Increase bid adjustment for mobile

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

1. your key performance indicator (KPI)
2. your search terms data
3. your remarketing list
4. your Quality Score

100% Correct Answer

• your key performance indicator (KPI)

Automated bidding is ideal for advertisers who:

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

100% Correct Answer

• want to save time managing bids based on hundreds of signals

To connect firebase to AdWords, which of these is required?

1. 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.
2. At least 1 app install or conversion
3. A working knowledge of mobile click attribution technologies
4. More than 100 app installs or conversions

100% Correct Answer

• 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.

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

1. Ad schedule targeting
2. Keyword targeting
3. Profile targeting
4. Location targeting

100% Correct Answer

• Location targeting

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

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

100% Correct Answer

• Android app downloads and Android in-app purchases

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

1. Just the last click
2. More than just the last click
3. The first and last click
4. Customer intent

100% Correct Answer

• More than just the last click

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

1. Target return on ad spend (ROAS)
2. Target outranking share
3. Target search page location
4. Target cost–per–acquisition (CPA)

100% Correct Answer

• Target search page location

AdWords Smart Bidding uses machine learning and your account data to help you do what?

1. Make informed bidding decisions and value mobile accurately.
2. Prevent your total spend from surpassing the hard limit you set.
3. Let you adjust your bids manually, so you’re visible when customers are looking for you.
4. Limit your bids to the times of day when competition for ad space is lowest.

100% Correct Answer

• Make informed bidding decisions and value mobile accurately.

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?

1. An app published in the Google Play store
2. A mobile-specific sitelink extension
3. An active call extension or call–only ad
4. A sales team and operating phone bank

100% Correct Answer

• An active call extension or call–only ad

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 enables them to offer this to customers?

1. Wi-fi
2. Context
3. Cell signals
4. Customer profiles

100% Correct Answer

• Context

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.

1. True
2. False

100% Correct Answer

• True

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

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

100% Correct Answer

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?

1. $1.70
2. $2.50
3. $2.00
4. $2.30

100% Correct Answer

• $2.30

Where can universal app campaigns run?

1. Only on the Google Play store
2. Only on AdMob
3. Within other apps, also known as in–app
4. On the Search and Display Networks, and YouTube

100% Correct Answer

• On the Search and Display Networks, and YouTube

Why do mobile advertisers care about driving physical store traffic?

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

100% Correct Answer

• Vast majority of sales still occur in physical stores.

Which extensions can help drive installs of your mobile app?

1. App extensions
2. Sitelink extensions
3. Remarketing lists for search ads (RLSAs )
4. Structured snippet extensions

100% Correct Answer

• App extensions

Related Options:

1. Structured snippet extensions
2. RSLAs (remarketing lists for search ads)
3. Sitelink extensions
4. App extensions

100% Correct Answer:

• App extensions

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

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

100% Correct Answer

• Remarket to app users with a compelling message across search, display, and video.

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.

1. True
2. False

100% Correct Answer

• True

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

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

100% Correct Answer

• Video assets are provided.

firebase can reduce complication for advertisers by providing them only one SDK to track all traffic sources, including ad networks.

1. False
2. True

100% Correct Answer

• True

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

1. location extensions
2. mobile extensions
3. product extensions
4. store visit extensions

100% Correct Answer

• location extensions

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

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

100% Correct Answer

• They use a last-click attribution model to measure performance, which ignores clicks earlier in the conversion path that may come from other devices.

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

1. It uses the linear model to credit conversions equally across all clicks on the path.
2. It gives 40 percent credit to the first click and spreads the remaining 60 percent across all other clicks in the conversion path.
3. 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.
4. It gives more credit to clicks that happened closer to the conversion.

100% Correct Answer

• 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.

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?

1. Enhanced Mobile Sites
2. Progressive Sites
3. Progressive Web Apps
4. Mobile Site Apps

100% Correct Answer

• Progressive Web Apps

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.

1. True
2. False

100% Correct Answer

• True

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?

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

100% Correct Answer

• Get new users who most likely complete in-app actions.

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

1. Click through to your mobile site instead of calling.
2. Easily schedule a call-back from the advertiser when the line is busy.
3. Choose from two different numbers to call.
4. Easily save the number to their phone’s contact list.

100% Correct Answer

• Click through to your mobile site instead of calling.

Viewable impressions allow you to:

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

100% Correct Answer

• pay for ads when they are displayed in a viewable position

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

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

100% Correct Answer

• Target a radius around your Google My Business location(s).

These are all key to good mobile site design except?

1. Easy navigation
2. Easy conversion
3. Easy search
4. Easy user customization

100% Correct Answer

• Easy user customization

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.

1. True
2. False

100% Correct Answer

• False

Why do advertisers care about driving calls to their business?

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

100% Correct Answer

• Conversion rates are often much higher from calls.

Which is a good app design practice?

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

100% Correct Answer

• Make previous searches and recent purchases readily available.

Which of the following is true about mobile optimized websites?

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

100% Correct Answer

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

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 to next?

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

100% Correct Answer

• The product page on your app

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

1. Implementation of AMP (Accelerated Mobile Page) best practices
2. Customer surveys about site performance
3. Optimized content delivery
4. Site works on a range of screens and devices

100% Correct Answer

• Customer surveys about site performance

Related Options:

1. Site works on a range of screens and devices
2. Implementation of AMP (Accelerated Mobile Page) best practices Implementation of AMP (Accelerated Mobile Page) best practices
3. Optimized content delivery
4. Customer surveys about site performance

100% Correct Answer

• Customer surveys about site performance

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?

1. Call-only ads cost more, but reach farther.
2. Call-only ads don’t appear on mobile devices.
3. Call-only ads run for shorter durations than ad call extensions.
4. Call-only ads don’t include a link to a mobile site.

100% Correct Answer

• Call-only ads don’t include a link to a mobile site.

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

1. Ad extensions
2. AdMob extensions
3. App installs
4. Deep link ad extensions

100% Correct Answer

• Ad extensions

________ 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.

1. Keyword planner
2. Sitelinks
3. App extensions
4. Conversion tracking

100% Correct Answer

• Conversion tracking

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

1. one hour
2. half–an–hour
3. three hours
4. two hours

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

1. location extension
2. remarketing link
3. deep link
4. location link

100% Correct Answer

• deep link

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

1. False
2. True

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

1. website deep link
2. location extension
3. custom deep link
4. app index

Correct Answer:

• custom deep link

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

1. 0%
2. 25%
3. 75%
4. 50%

Admob is ____.

1. an ad extension
2. an app promotion ad format
3. AdWords’ non–owned and operated mobile app inventory
4. a custom deep link

100% Correct Answer

• AdWords’ non–owned and operated mobile app inventory

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

1. Target users in the same way across all of their locations
2. Target users who are within 10 miles of one particular city in the country
3. Target users who are within 20 miles of one particular city in the country
4. Decrease bids by 50% for users who are within 10 miles of their stores

100% Correct Answer

• Target users who are within 20 miles of one particular city in the country

An advertiser would NOT use AdWords’ mobile offering to:

1. Track conversions once a user downloads their app
2. Build a mobile–optimized website
3. Engage with users who have already downloaded their app
4. Advertise their app

100% Correct Answer

• Build a mobile–optimized website

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.

1. True
2. False

100% Correct Answer

• True

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

1. False
2. True

100% Correct Answer

• True

App remarketing allows you to target people who:

1. Have searched for apps similar to yours
2. Have searched for your app
3. Have used your app before
4. All of the listed answers are incorrect

100% Correct Answer

• Have used your app before

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

1. Increase bid adjustment for mobile
2. Increase bid adjustment for tablets
3. Increase bid adjustment for desktop
4. Increase bid adjustment for mobile and desktop

Auto exclusions allow:

1. Google’s mobile app promotion template ads to automatically include showing to users who have already downloaded the advertisers app
2. Google advertisers to exclude automatic bidding within their mobile app
3. Google advertisers to exclude high install pricing
4. Google’s mobile app promotion template ads to be automatically excluded from showing to users who have already downloaded the advertisers app

Automatic bidding is ideal for advertisers who:

1. Want to set their own bids for individual ad groups
2. Don’t want to spend a lot of time managing keywords
3. Want to set their own bids for individual keywords
4. Want to save time managing bids based on hundreds of signals

Deep–linking allows:

1. Mobile and desktop users to navigate within a mobile app
2. Desktop users to be able to access deeper, more targeted sections within a mobile app
3. Ads to direct new customers only into deeper, more targeted sections of the app
4. Ads to direct customers into deeper, more targeted sections of the app

100% Correct Answer

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

For someone who wants to run a Display Network campaign, which tool is best suited for providing targeting ideas and estimates?

1. Display Ad Preview and Diagnosis
2. Display Planner
3. Display Ad Builder
4. Display Keyword Planner

Correct Answer:

• Display Planner

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

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

100% Correct Answer

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

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:

1. Go to “Campaign Exclusions” from the Display Network tab
2. Create a Display Network campaign targeted to mobile apps
3. Create a placement inclusion for mobile apps
4. Enable Active View reporting

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

1. Are only eligible to show in specific mobile apps
2. Will only show on mobile apps that you select
3. Are not eligible to show in mobile apps
4. Are automatically eligible to show in mobile apps

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

1. “mobile app engagement” campaigns
2. Masthead video campaigns
3. “mobile app installs” campaigns
4. the TrueView family of cost–per–view (CPV) video ad formats

iOS app conversion tracking cannot be set up using:

1. SDK
2. Server–to–server (S2S)
3. Install confirmation feedback
4. Codeless conversion tracking

100% Correct Answer

• Codeless conversion tracking

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?

1. This is the only available method of conversion tracking for iOS.
2. The advertiser wants to count calls as conversions.
3. The advertiser is using an in–house or third party app analytics system.
4. The advertiser is interested in cross–device conversions.

Correct Answer:

• The advertiser is using an in–house or third party app analytics system.

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

1. the lack of precision on a touch screen
2. responsive design based on touch
3. time of day
4. location where mobile is being used

100% Correct Answer

• the lack of precision on a touch screen

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.

1. True
2. False

100% Correct Answer

• True

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.

1. mobile extensions
2. location extensions
3. product extensions
4. store visit extensions

Select the one way NOT to track app conversions.

1. Integrating firebase in your app
2. Adding a Javascript snippet to your website
3. Using codeless Android install tracking
4. Using an app analytics provider for your AdWords campaigns

100% Correct Answer

• Adding a Javascript snippet to your website

Setting up Mobile App Analytics requires:

1. A substantial number of app installs or conversions
2. The “Edit” permission for a Google Analytics account and technical knowledge of your app development environment
3. At least 1 app install or conversion
4. A working knowledge of mobile click attribution technologies

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

1. 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
2. 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
3. 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
4. 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

100% Correct Answer

• 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:

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

100% Correct Answer

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

Sitelink extensions:

1. Show your business address, phone number, and a map marker with your ad text
2. Decrease CTR rates as users are sent to specific pages of your site
3. Allow targeted remarketing list users to land directly on specific pages of your site
4. Allow advertisers to give users the option to land directly on specific pages of your site

100% Correct Answer

• Allow advertisers to give users the option to land directly on specific pages of your site

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

1. Gain insight into your competitor’s strategies
2. Assess the general health of your app and to follow data trends
3. Review data about your users’ names, addresses, and income brackets
4. Review the code for your app and SDKs

Correct Answer:

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

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.

1. False
2. True

100% Correct Answer

• True

The conversion optimizer for apps allows:

1. 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
2. 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
3. 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
4. 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

The Mobile App Analytics Acquisition reports give you data about:

1. How often your mobile apps are installed and opened
2. How your users spend time outside of your app
3. Which type of targeting has the lowest cost–per–acquisition
4. How much data your app has acquired

The Mobile App Analytics Behavior reports give you data about:

1. How many people have downloaded your app through a referral from a friend
2. The detailed ways users of your app interact with other users of your app
3. In–app user satisfaction ratings
4. The detailed ways users interact with your app

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 _____.

1. reserve in–stream ads
2. both the iOS and Android mobile apps
3. the Android native mobile app, the iOS app, and m.youtube.com
4. the Android mobile app and m.youtube.com

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

1. Functionality
2. Differing screen size
3. Context
4. Intent

100% Correct Answer

• Intent

The two types of conversions for YouTube on mobile are:

1. Conversions and view–through conversions
2. Promotion views and engagement views
3. Promotion views and view–through conversions
4. Download views and engagement conversions

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

1. True
2. False

Correct Answer:

• True

To find the right mobile bid, you would calculate:

1. (mobile conversion rate / desktop conversion rate) + 1
2. (mobile conversion rate / desktop conversion rate) – 1
3. (desktop conversion rate/ mobile conversion rate) – 1
4. (mobile conversion rate / desktop conversion rate) x 100

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

1. Build remarketing lists, engage in reactive outreach, use deep linking, and track outside of installs for your most valuable users
2. Build remarketing lists, engage in proactive outreach, offer something unique, use deep linking, and track everything beyond installs to understand your most valuable users
3. Build remarketing lists, engage in reactive outreach, offer something free, and don’t track anything outside of installs
4. Build general email lists, engage in reactive outreach, don’t use deep linking, and don’t track outside of installs

100% Correct Answer

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

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

1. Schema Development Key
2. Schema Development Kit
3. Software Deprecation Kit
4. Software Development Kit

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

1. Mobile conversions
2. Cross device and mobile conversions
3. Utilization of mobile ad formats, extensions, app and mobile site design best practices
4. App downloads, calls, store visits, cross device conversion, mobile conversions

100% Correct Answer

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

Usage data allows advertisers to:

1. Create a conversion tracking list and add it to their app
2. Add the conversion tracking tag to their app
3. Change bid adjustments based on mobile traffic
4. Create remarketing lists based on how frequently or infrequently a customer is using their app

Viewable impressions:

1. Allow you to only pay for those ads that are actually viewed
2. Allow you to pay for ads that are viewed and also converted
3. Allow you to pay for ads when they are displayed in a viewable position
4. Allow you to only pay for video ads that are viewed within an hour

What is a lightbox ad?

1. A remarketing specific ad format to announce new features of your app
2. A type of ad format that shows extra information (“extending” from your text ads) about your business
3. A mobile text ad
4. A cross–screen expandable ad format that optimizes for taps or swipes on mobile and mouse-overs or clicks on desktops

100% Correct Answer

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

What is an app engagement ad?

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

Correct Answer:

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

What is an app install ad?

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

What time of day does mobile usage generally peak?

1. Morning and evening when people are commuting to work
2. During working hours
3. Spread evenly throughout the day
4. Evening hours when people are at home

What will you need before you can set up conversion tracking for calls from an ad or from a website (assuming Google forwarding numbers are available in your country)?

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

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.

1. lower, lower
2. lower, raise
3. raise, lower
4. raise, raise

100% Correct Answer

• raise, lower

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

1. With keywords intended to drive app download, but still give the option to visit the mobile website
2. To run your ad on both Search and Display
3. With keywords intended to direct users to the mobile website, but still give the option to download the app
4. To re–engage with users who have already downloaded the app

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

1. Your performance KPI (Key Performance Indicator)
2. Your Quality Score
3. Your search terms data
4. Your remarketing list

Correct Answer:

• Your performance KPI (Key Performance Indicator)

Where can app ads run?

1. Within other apps, also known as in–app
2. Only on Admob
3. Only on the Google Play store
4. Across Display, Search, and YouTube

100% Correct Answer

• Across Display, Search, and YouTube

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

1. Target search page location
2. Target cost–per–acquisition (CPA)
3. Target outranking share
4. Target return on ad spend (ROAS)

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

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

100% Correct Answer

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

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

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

100% Correct Answer

• All of the listed answers are correct

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

1. Cross–device conversions help advertisers understand the device that received the last ad click before the conversion
2. Cross–device conversions help advertisers track conversions that couldn’t be tracked before in AdWords since they were attributed to another non–AdWords channel like organic search or direct
3. Cross–device conversions do not track from desktop to mobile conversions; it only tracks mobile to desktop conversions
4. Cross–device conversions do not track from mobile to desktop conversions; it only tracks desktop to mobile conversions.

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

1. App extension
2. Call extension
3. Download extension
4. Sitelink extension

100% Correct Answer

• Download extension

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

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

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

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

Which of the following is true about apps?

1. Apps are more geared towards retention, loyalty, and engagement
2. Once a user downloads an app, they are likely to return and engage with it
3. Apps are more geared towards acquisition purposes
4. Apps and mobile optimized sites are the same thing

100% Correct Answer

• Apps are more geared towards retention, loyalty, and engagement

Related Options:

1. Once a customer downloads an app, they will be likely to return
2. The number of app installs on Android tablets is increasing
3. Most smartphone users download apps on a weekly basis
4. The majority of Android apps have been downloaded

100% Correct Answer

• Once a customer downloads an app, they will be likely to return

Which of the following is true about mobile optimized sites?

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

100% Correct Answer

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

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.

1. False
2. True

With a business in an eligible country, 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.

1. True
2. False

Correct Answer:

• True

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

1. The YouTube mobile site and the YouTube app
2. The AdWords mobile site and YouTube app
3. Video Search on Google
4. The YouTube mobile site and Google Play App

Correct Answer:

• The YouTube mobile site and the YouTube app

You can use a mobile specific display URL to:

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

100% Correct Answer

• Indicate that you have a mobile–friendly landing page

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