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Google-AMA Google AdWords Mobile Advertising Study Guide |

Google-AMA Study Guide - Google AdWords Mobile Advertising Updated: 2024

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Exam Code: Google-AMA Google AdWords Mobile Advertising Study Guide January 2024 by team

Google-AMA Google AdWords Mobile Advertising

Exam Detail:
The Google AdWords Mobile Advertising certification test assesses an individual's knowledge and skills in creating, managing, and optimizing mobile advertising campaigns using Google AdWords. Here are the test details for the Google AdWords Mobile Advertising certification:

- Number of Questions: The exact number of questions may vary, but the test typically consists of multiple-choice questions.

- Time Limit: The time allotted to complete the test is 90 minutes.

Course Outline:
The course outline for the Google AdWords Mobile Advertising certification covers several key areas related to mobile advertising campaign management. The courses typically included in the course outline are as follows:

1. Introduction to Mobile Advertising:
- Understanding the mobile landscape and its impact on advertising.
- Recognizing the benefits of mobile advertising for businesses.
- Identifying different mobile ad formats and placements.

2. Mobile Advertising Campaign Creation:
- Setting campaign objectives and goals for mobile advertising.
- Conducting keyword research and selecting relevant keywords for mobile ads.
- Creating effective mobile ad copy and utilizing ad extensions.

3. Mobile Ad Formats and Ad Management:
- Understanding different mobile ad formats, including text ads, image ads, and video ads.
- Utilizing targeting options to reach the desired mobile audience.
- Setting bid strategies and budget allocation for mobile campaigns.

4. Mobile App Advertising:
- Implementing mobile app promotion campaigns.
- Utilizing app-specific targeting and ad formats.
- Tracking and measuring app installs and conversions.

5. Mobile Website Advertising:
- Creating mobile-friendly landing pages and optimizing user experience.
- Implementing mobile-specific ad extensions and call extensions.
- Tracking and analyzing mobile website performance.

Exam Objectives:
The objectives of the Google AdWords Mobile Advertising certification test are as follows:

- Assessing candidates' understanding of mobile advertising concepts, strategies, and best practices.
- Evaluating candidates' proficiency in creating and managing mobile advertising campaigns.
- Testing candidates' knowledge of mobile-specific ad formats, targeting options, and optimization techniques.

Exam Syllabus:
The specific test syllabus for the Google AdWords Mobile Advertising certification may cover the following topics:

1. Mobile Advertising Fundamentals:
- Mobile advertising landscape and its significance.
- Mobile ad formats, targeting options, and ad extensions.
- Mobile ad policies and best practices.

2. Mobile Campaign Creation and Management:
- Setting up mobile advertising campaigns.
- Keyword research and selection for mobile ads.
- Mobile ad copy creation and optimization.

3. Mobile App Advertising:
- Mobile app promotion campaigns.
- App-specific ad formats and targeting.
- Tracking and measuring app installs and engagement.

4. Mobile Website Advertising:
- Creating mobile-friendly landing pages.
- Mobile-specific ad extensions and call extensions.
- Mobile website performance tracking and optimization.
Google AdWords Mobile Advertising
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Google AdWords Mobile Advertising
Question: 77
You can use the Mobile App Overview report to do which of the following?
A. Assess the general health of your app and follow data trends in key reporting areas
B. Review the code for your app and SDKs
C. Review data about your users names, addresses, and income brackets
D. Gain insight into your competitors strategies
Answer: A
Question: 78
Which of the following is a way for an advertiser to monetize their app?
A. Charging for app downloads from the Apple iTunes or Google Play store
B. All of the listed answers are correct
C. In-app purchases
D. In-app ads
Answer: B
Question: 79
Question #79Topic 1 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:
A. Search inventory to help advertisers reach their desired cost-per-install goal
B. Search and display inventory to help advertisers reach their desired cost-per-install goal
C. Search and display inventory to help advertisers reach their desired cost-per-impression goal
D. Search and display inventory to help advertisers reach their desired cost-per-click (CPC) goal
Answer: B
Question: 80
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 website?
A. B. sales team and operating phone bank
B. A sales team and operating phone bank
C. An active call extension or call-only ad
D. An app published in the Google Play store
Answer: C
Question: 81
The Mobile App Behavior reports deliver you data about:
A. Details about how users interact with other users of your app
B. Interactions such as screen views, exits, and crashes
C. How many downloads were referrals from friends
D. In-app user satisfaction ratings
Answer: B
Question: 82
Which automated bid strategy might help Strengthen the chances that your ad gets to the top of the page?
A. Target outranking share
B. Target cost-per-acquisition (CPA)
C. Target search page location
D. Target return on ad spend (ROAS)
Answer: C
Question: 83
To show an ad, which is eligible to appear on search partner sites, on the mobile version of Google Maps, you
should use:
A. Product extensions
B. Location extensions
C. Mobile extensions
D. Store visit extensions
Answer: B
Question: 84
True or false: Firebase can reduce complication for advertisers by providing them with only one SDK to track all
traffic sources, including ad networks.
A. True
B. False
Answer: A
Question: 85
If 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
Answer: A
Question: 86
An app advertiser would want to use a third-party tracking company to:
A. Have a single SDK to add to your app instead of one from each ad network
B. Receive reporting on basic usage analytics
C. Have more control when communicating with each ad network
D. See which of an apps new users came from accurate advertising clicks or views
Answer: A
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Google Advertising Study Guide - BingNews Search results Google Advertising Study Guide - BingNews What Are Good Google Ads Benchmarks In 2023? [STUDY] (Festive Flashback)

Celebrate the Holidays with some of SEJ’s best articles of 2023.

Our Festive Flashback series runs from December 21 – January 5, featuring daily reads on significant events, fundamentals, actionable strategies, and thought leader opinions.

2023 has been quite eventful in the SEO industry and our contributors produced some outstanding articles to keep pace and reflect these changes.

Catch up on the best reads of 2023 to deliver you plenty to reflect on as you move into 2024.

“Is this a good click-through rate for our campaigns?”

“Why is our cost per conversion high? Is this in line with our competitors?”

“What’s a good conversion rate?”

“Why was performance down yesterday?”

How many times do you get asked these questions in a week? A month?

Nothing’s more frustrating than getting these questions from your C-suite team without having data to back them up. Or, you have outdated data that is not useful in today’s advertising world.

Keeping up-to-date on industry Google Ads benchmarks is crucial to help answer these questions for your business.

Wordstream by LocaliQ recently published its Search Advertising benchmarks for 2023.

The data consists of data points from thousands of campaigns in both Google and Microsoft Ads for the top 20 industries. Some of the top industries include:

  • Arts & Entertainment.
  • Automotive.
  • Education.
  • Finance & Insurance.
  • Health & Fitness.
  • Home Improvement.
  • Shopping & Retail.
  • Travel.

While these benchmarks are a starting point, it’s important to note that many factors go into setting benchmarks that are attainable for your business.

We hope this data is useful for you to help level-set expectations and goals for your business, and get a sense of how you stack up to the competition.

In this report, you’ll find benchmarks for Search campaigns in Google & Microsoft Ads for:

  • Click-through rate (CTR).
  • Average cost-per-click (CPC).
  • Conversion rate (CVR).
  • Cost per acquisition (CPA).

Let’s dig into the data.

Average Click-Through Rate In Google & Microsoft Ads By Industry

The average click-through rate across all industries sat between 3-5% in 2023.

In LocaliQ’s data, the industries it pooled together outperformed that CTR, averaging over 6%.

Compared to when the company first started gathering data in 2015, the average CTR for Search ads was minimal at 1.35%.

The business category that boasted the highest CTR was Arts & Entertainment, with an astounding 11.78% CTR.

At the other end of the spectrum was Attorneys and Legal Services at a 4.76% CTR.

The CTR metric should be analyzed as only one indicator of performance, not the end-all-be-all when trying to determine if your ads are doing well.

Many factors can influence CTR, including:

  • Your competition (Is the SERP saturated?).
  • Your bidding strategy.
  • Your position on the results page.
  • Your ad copy relevancy.
  • Your audience targeting.

When analyzing your ads, Google gives you indicators of performance within your Quality Score. If your average CTR is below your peer set in your industry, Google will let you know.

When optimizing your Search Ads, make sure you’re taking a look at levers outside of just ad copy.

Average Cost-Per-Click In Google & Microsoft Ads By Industry

While the Attorneys and Legal Services showcased the lowest CTR, it also boasted the highest average CPC. In 2023, the average CPC for this industry came in at $9.21.

This average is unsurprising, given the higher-than-average cost of acquiring a customer.

On the lower end of the spectrum, Real Estate and Arts & Entertainment industries had the lowest average CPC at $1.55.

Similar to analyzing the CTR metric, average CPC is just one performance indicator.

For example, your ads may show a low average CPC and a low CTR. This could mean your bids aren’t high enough to be competitive in the market, and you may want to consider raising bids.

On the other hand, if you have a higher-than-average CPC, you’ll want to monitor these more closely to ensure you can prove your return on ad spend/investment.

Average Conversion Rates In Google & Microsoft Ads By Industry

The average conversion rate is calculated from the number of leads/sales you get divided by the number of clicks from your ad.

When looking at the data from 2023, the average conversion rate varied highly across industries.

On the high end of performance, Animals & Pets had the highest conversion rate at 13.41%, followed by Physicians and Surgeons at 13.12%.

The industries that had the lowest conversion rate included:

  • Apparel/Fashion & Jewelry: 1.57%
  • Furniture: 2.57%
  • Real Estate: 2.88%

When looking at these industries and the products they sell, these conversion rates make sense.

Furniture is a high-ticket item for many customers. Users do a lot of research online before making a purchase. Not only that, but because of the price tag, many customers end up purchasing in stores instead of online.

While the conversion rate may be low in this particular industry, it’s more important than ever to be able to measure offline conversions, such as in-store visits or purchases.

In the apparel industry, new brands seem to pop up every day.

If you do a simple search for Nike sneakers, the number of sellers and resellers for these types of products has skyrocketed in accurate years.

The amount of competition can directly contribute to a low (or high) conversion rate.

Average Cost Per Acquisition In Google & Microsoft Ads By Industry

The average cost per acquisition is a core KPI that advertisers should keep a pulse on when analyzing performance.

It’s no surprise that certain industries have a much higher CPA compared to other industries. Some of the factors that can influence CPA include:

  • Average CPC.
  • Average CTR (this influences your CPC).
  • Audience targeting.
  • Conversion rate.
  • The type of product/service you’re selling.

The Careers & Employment industry had the highest CPA out of all industries at a whopping $132.95.

This is not surprising considering the possible barriers to entry during economic volatility.

In the past 12-16 months, many businesses have been forced to lay off a portion of their employees.

On the other hand, many workers are voluntarily leaving their professions to switch companies, start their own businesses, or simply take time off.

Those factors together can result in the high CPA in the Careers & Employment industry.

However, while the CPA may be high, many businesses in that industry find that well worth the investment, considering their return on each employee.

Those industries with lower-priced products and services likely have a lower CPA goal.

The industries that showed the lowest CPA in 2023 were Automotive Repair, Services & Parts at $21.12, followed by Animals & Pets at $23.57.

Compared to last year’s data, 21 out of the 23 industries reported an increase in CPA.

As mentioned above, such a large fluctuation in CPA could be due to the record inflation and economic instability of the past few years.


If you find yourself on the lower end of the spectrum compared to others in your industry, don’t fret!

These benchmarks are meant to be a guidepost for you.

If you’re struggling to Strengthen campaign performance, try following the tips below:

  • #1: Set the right (and realistic) goals for your campaigns.
  • #2: Test out other search engines besides Google.
  • #3: Choose the right budget(s) for your campaigns.
  • #4: Invest in a good keyword strategy.
  • #5: Focus on your landing page strategy and ad optimization.
  • #6: Don’t forget about the mobile experience!

Make sure to check out Wordstream by LocaliQ’s full report on benchmarks and tips to Strengthen your campaigns.

More resources:

Featured Image: VideoFlow/Shutterstock

Mon, 25 Dec 2023 19:15:00 -0600 en text/html
Google's cookie deprecation: Does it spell the end of effective digital advertising?

After years of delays and adjustments, Google's plan to wipe out third-party cookies from Chrome is finally happening. Starting on 4 January, the tech giant began testing Tracking Protection, a new feature that limits cross-site tracking by restricting website access to third-party cookies by default.  

Initially, this trial will impact only 1% of Chrome users globally, allowing industry players time to test their readiness for a web without third-party cookies. This also marks a key milestone in Google’s Privacy Sandbox initiative to phase out third-party cookies in Chrome by the end of the year.  

In fact, Google has been talking about the importance of adopting privacy-centric, durable strategies and solutions for years. In a conversation with MARKETING-INTERACTIVE, a spokesperson said the company recommends a three-prong approach, including strengthening first-party data, and reducing data use to Strengthen products with AI-powered solutions and privacy-preserving technologies.  

“In April 2023 we published results of an experiment serving interest-based ads with a combination of privacy-preserving signals instead of third-party cookies. Campaign performance maintained a pretty high fidelity relative to third-party cookies-based performance. We strongly encourage other ad tech providers to start testing these and other privacy-preserving techs early to find the best outcomes,” the statement reads.  

Will this set hurdles for effective digital advertising? 

The long-awaited deprecation of cookies is finally beginning but Google’s solution, the Chrome Privacy Sandbox, which only works on a Chrome browser, likely doesn’t benefit anyone other than Google, according to Chris Ngan, general manager of Hong Kong and Taiwan, The Trade Desk.  

“Removing third-party cookies appears to be just an exercise to position Chrome as a privacy-conscious browser, while attempting to do just enough to avoid the watchful eye of antitrust authorities, while in my view stopping digital advertising from reaching its full potential,” he added. 

However, Nathan Petralia, former managing director, Merkle Hong Kong, said the cookieless future does not necessarily spell the end of effective digital advertising.  

“While third-party cookies have enabled in-depth targeting and tracking, their loss pushes the industry to adapt with new strategies that can maintain personalisation and results while protecting user privacy,” he added. 

First-party data should still be used to take the guesswork out of marketing, create thoughtful, personalised campaigns, and build amazing digital experiences all customers crave, said Laura Quigley, senior vice president, APAC at Integral Ad Science. “This approach, combined with a well-planned and thoughtful contextual targeting strategy, will ensure success in an age of privacy,” she added. 

While retargeting and hyper-personalised ad experiences might become less effective, they open doors for other creative approaches, such as data-driven creativity, contextual relevance, brand storytelling, amongst others, she said.

How can industry players better embrace the cookieless future? 

Google's cookie phase-out presents a significant challenge and an opportunity. No silver bullet can replace its power, but a kaleidoscope of innovations has emerged: first-party data, contextual targeting, identity solutions and innovative measurement solutions. 

True enough, key industry players have come together to create a patchwork of different identity solutions over the past few years. They cover not only the browser environment but also growing channels such as digital audio and streaming.  

“These solutions have been built to do what cookies never could - benefit publishers and advertisers, while at the same time supporting the consumer experience,” The Trade Desk's Ngan said. 

Moving forward, marketers will need to be very clear about how consumer data is used, shared, and stored, with whom and for what purposes, said IAS’ Quigley.  

On the other hand, advertisers have a real opportunity to make an impact without sacrificing specificity. Quigley said regulatory bodies such as IAB will play a key role in privacy compliance and setting the standards for contextual targeting.  

“With the imminent ‘death of the cookie’, marketers will have to get innovative about their marketing, leading to a better connection, personalised, contextual offerings, and overall happier consumers," she said.

Furthermore, marketers and advertisers should focus on diversifying their approach to data collection and audience targeting, said Petralia.  

“Investing in first-party data strategies will become more crucial - improving direct customer relationships and collecting visitor data through engaging content and loyalty programs. Exploring new technologies like AI-driven predictive analytics and privacy-centric advertising platforms can also open up alternatives,” he added. 

Related articles:

3 things you need to do right now as we transition into a cookieless world
Opinion: When the cookies crumble: The CMO’s guide to a cookieless world
Study: 59% of Asia marketers unprepared for cookieless world

Thu, 04 Jan 2024 13:49:00 -0600 en text/html
How to combine GA4 and Google Ads for powerful paid search results No result found, try new keyword!Tips and tricks for getting the most out of the new version of Google Analytics to maximize your Google Ads budget and performance. Thu, 04 Jan 2024 04:54:00 -0600 en-us text/html Google: Time To Load Up (Upgrade)
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PPC 2023 in review: UA sunsets, Google antitrust trial, X’s downfall and more No result found, try new keyword!If you expected a boring year, you were wrong. Let's explore the most significant changes and updates in PPC that happened in 2023. Wed, 27 Dec 2023 23:01:00 -0600 en-us text/html Businesses Achieve Instant Marketing Clarity With Boomcycle Digital Marketing’s Revolutionary New Marketing Intelligence System

San Ramon, Jan. 04, 2024 (GLOBE NEWSWIRE) -- San Ramon, California -

Boomcycle Digital Marketing, based in San Ramon, CA, has introduced a new platform that will help businesses maximize the potential of their marketing budgets. The service is capable of providing real-time insights into marketing channels, thereby empowering businesses to rapidly make data-driven decisions.

As a prominent leader in SEO and digital marketing solutions, Boomcycle Digital Marketing is excited to announce the launch of its groundbreaking Marketing Intelligence System (MIS). According to the agency, MIS is designed for B2B and B2C companies that need to know which of their marketing channels are truly working. MIS is able to provide real-time tracking of multiple channels, from SEO and Google Ads to organic social media and even offline channels like radio, TV, and newspaper. There are several reasons why this places an incredible amount of power and agency in a business’ hands.

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Victor explains that the sheer competitiveness of the modern marketing landscape has forced businesses to apply a certain degree of guesswork to determine which marketing channels would yield the best ROI. This is notoriously inefficient, given that the lack of consolidated, real-time data leads to inefficient budget allocation and missed opportunities.

The Marketing Intelligence System was built from the ground up to solve these problems. Pulling from their vast experience and expertise in digital marketing, Boomcycle Digital Marketing gives their clients the ability to eliminate all the guesswork by providing a comprehensive dashboard that tracks key performance indicators (KPIs) across all marketing channels. This places a number of new capabilities within a business’ reach.

For instance, businesses can use MIS to identify high-performing channels, allowing them to shift their focus and/or study channels that are demonstrably driving leads and revenue instead of wasting time and resources on unknowns. In turn, this allows them to allocate budgets an order of magnitude more efficiently, especially since they can direct marketing expenditures based on real-time insights. The elimination of guesswork gives businesses more confidence in their marketing strategies.

These advantages will have obvious utility to any business that has run marketing campaigns in the past, but the agency says it is important for them to understand exactly where MIS’ insights are generated from.

“I know lots of managers get glassy-eyed when we show them Google Analytics,” comments Victor. “Boomcycle's MIS gives immediately actionable insights that managers need to guide their marketing initiatives.”

MIS uses specific types of information to build an accurate representation of a marketing campaign’s results. This includes phone call tracking and recording (giving businesses the ability to understand the source of inbound calls to better assess channel performance), web form tracking (capturing and analyzing web form submissions to identify the most lucrative lead sources), chat and ecommerce integration (tracking customer interactions and conversions across multiple touchpoints) and more. The system is HIPAA-compliant, making it an ideal solution for healthcare and other industries that require stringent data protection.

Boomcycle Digital Marketing recognizes that many will want to test drive this new product as soon as possible, and the agency is delighted to share that they can start immediately. The company is offering an exclusive introductory rate of 50% Off for 3 Months — with a Bonus Analytics Report for a limited time to celebrate the launch. Interested parties are advised to sign up before February 1st, 2024 to take advantage of this special offer.

The agency states that a custom analytics report will also be provided at the end of the trial period. This report will summarize usage and show clearly which marketing channels are working for the business (and which are not).

Boomcycle Digital Marketing is a full-service digital agency that specializes in SEO, Google Ads management, content marketing, web design and more. The agency is eager to work with clients who want measurable results and a trusted partner with which to achieve their goals.


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Thu, 04 Jan 2024 12:39:00 -0600 en-US text/html
Yes, scammers can use Google search ads to redirect to scam websites

Scammers can disguise malicious links within ads at the top of Google search results, even though it violates the company’s rules. Here’s what to look out for.

Many people know to be wary of scams, malware and phishing links hidden in emails and text messages. 

But what about the sponsored links at the top of a Google search? Do you have to be cautious of which links you click on, even if the URL in the search result looks legitimate? Some people are claiming in social media posts that scammers can create Google ads that appear to link to a legitimate website, but actually redirect users to a scam website.  


Can scammers use Google ads to redirect people to a website different from the one displayed on the ad?



Yes, scammers can use Google ads to redirect people to a website different from the one displayed on the ad, although it is a violation of Google’s ad policy.


When you search for something on Google, you will often see results labeled “Sponsored” at the top of the page. These are ads that companies, organizations and individuals have paid Google to promote at the top of certain searches. Each ad displays a URL to the website it’s supposed to link to below the company’s name.

While it is against Google’s ad policies, scammers can use Google ads to display a seemingly trustworthy URL on a sponsored search result link that then redirects people to an entirely different and possibly malicious website.

In December 2022, the FBI warned people that scammers were using search engine ads like those on Google to impersonate brands and direct users to malicious websites. Google and cybersecurity companies refer to this malicious advertising practice as “malvertising.” 

A accurate example of this kind of malvertising involves scammers impersonating Zoom, the video conferencing app, according to cybersecurity company Malwarebytes. Scammers bought ads displaying the URL, which is Zoom’s real website, but instead redirected people to fake lookalike websites with URLs ending in “onelink[.]me.” The malicious websites then told its victims to download malware under the guise of a Zoom download.

A Google spokesperson confirmed to VERIFY that malicious ads like these violate its ad policy.

“We do not allow advertisers to use cloaking techniques in their ads that interfere with Google’s review systems, or hides or attempts to hide non-compliance with Google Ads policies,” the spokesperson said. “We also do not allow advertisers to spread malicious software via Google Ads.”

Google reviewed the fake Zoom ads and are removing those in violation of its ad policies, the spokesperson said.

Not all ads that redirect users to different URLs are malicious, and Google ads do allow advertisers to redirect users in specific ways. One reason an advertiser might do this is so they can display a simple, easy-to-read URL within an ad that takes the user to a more specific URL within that same website, a Google Ads Help page explains.

But Google requires ads to accurately reflect which app or website the user is being directed to when they interact with an ad, the Google spokesperson said.

The search engine does frequently take down malicious ads when they find them. In 2022, Google blocked or removed 1.36 billion ads for abusing its ad network, according to the annual Google Ads Safety report.

A person can report an ad they suspect is malicious to Google’s ad safety team, the Google spokesperson said. This can be done by clicking the three dots that appear next to the ad and then clicking the “report this ad” button. Google will prompt you to complete a short form upon doing so.

“After completing this, our reviewers will take a look at the ad and remove it from our platform if it violates our policies,” the spokesperson said. 

The best way to avoid falling victim to this kind of scam is to never click the ad links at the top of Google’s search results, Malwarebytes and other cybersecurity companies say. Instead, just type in the official URL yourself if you know it or click a search result that isn’t an ad. 

If you do click on the link in a search ad, double-check the URL once you’re there to make sure it’s not mispelled or otherwise different from the real site.

“Sometimes ads are compliant to the best of our knowledge, but then users have a negative experience when they go to the website and are asked to share passwords, logins, or financial information,” the Google spokesperson said. “Users should always use caution and verify the URL is accurate before sharing personal information.”

Victims of malicious Google search ads can report the fraud to their local FBI field office at, the FBI says. You can also report fraudulent or suspicious activities to the FBI Internet Crime Complaint Center at

The VERIFY team works to separate fact from fiction so that you can understand what is true and false. Please consider subscribing to our daily newsletter, text alerts and our YouTube channel. You can also follow us on Snapchat, Instagram, Facebook and TikTok. Learn More »

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Fri, 29 Dec 2023 05:47:00 -0600 en-US text/html

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