Search Engine Marketing & Analytics Blog

Update: AdWords ad rotation settings will change on September 25, 2017

2017-08-29T23:30:00.003-07:00

What's changing in AdWords?

Starting September 25, 2017, three updates will be made to simplify and improve ad rotation:

There will only be two ad rotation settings:

	•		‌"Optimize" will use Google's machine learning technology to deliver ads that are expected to perform better than other ads in your ad group.

	•		‌"Rotate indefinitely" will deliver your ads more evenly for an indefinite amount of time.

Starting September 25,"optimize for conversions" and "rotate evenly" will be greyed out in the AdWords interface. This means:

	•		Campaigns using "optimize for clicks", "optimize for conversions" or "rotate evenly" will use "optimize."

	•		Campaigns using "rotate indefinitely" will stay the same.

Campaigns using Smart Bidding will use "optimize" regardless of their ad rotation setting.

Ad rotation settings will be available at the ad group level.

Next steps

You do not need to take any action at this time. If you’d like to continue optimizing for conversions, we recommend using Smart Bidding. If you have any questions about ad rotation, please reach out to your account management team, or contact us at any time.

Common AdWords Mistakes PPC Beginners Do | PPC Tips

2016-09-22T03:32:00.004-07:00

AdWords Mistakes

KEYWORD

Focusing on the wrong Keywords

Loosely bunched keywords

Not using keyword match types

Not bidding on your brand/ skipping the use of branded keywords

Being too shy with negative keywords

Not using the Search Terms report

AD COPY

Only having one ad variation per ad group

Not considering the relationship

LANDING PAGE

Not having a dedicated landing page

Poor landing page experience

Not paying attention to your landing page experience

Tackling too many keywords at once

TRACKING

Not having clear goals set

Lack of proper tracking and attribution

Missing conversions

TARGETING

Incorrect geographic targeting

ON GOING OPTIMIZATION

Just sitting on accounts

Setting it and forgetting it

AdWords Mistakes

Take PPC Training from Industry Expert

Free PPC Audit

2016-05-09T05:02:00.001-07:00

Free PPC Audit- Google AdWords, Bing Ads, Facebook Advert

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What We NEED:

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Facebook Instant Articles - Now Open to All Publishers

2016-04-21T03:39:00.002-07:00

Instant Articles allow publishers to share content from their website that loads immediately from a mobile device when a user on Facebook clicks a link (the average load time for a link clicked on Facebook from a mobile device is eight seconds).

The format provides new and dynamic ways for publishers to provide an immersive experience with their content while also giving the publisher monetization options.

It was a feature previously only available to large media companies. As of April 12, however, any publisher — big or small — can publish Instant Articles.

I could easily spend one exhaustive article on Instant Articles (and I will), but for now here are two primary details to get started…

1) Go here to sign up and get started with Instant Articles.

2) Install the Instant Articles for WP plugin.

Once you’ve completed these two steps, you can go through the process of creating Instant Articles from your Publisher Tools. Again, there are several steps to this and we’ll need to cover it on another day. But you have the primary tools to get started.

Digital Marketing Strategy

2016-04-21T01:10:00.005-07:00

Facebook Ads Metric, Client Want To See in Reports

2016-04-14T23:18:00.002-07:00

Lead Generation Campaigns

    Impressions
    Cost Per 1,000 Impressions (CPM)
    Frequency
    Amount Spent
    Click-through Rate (CTR) Links
    Link Clicks
    CPC
    Leads
    Cost per Lead

12 Custom Google Analytics Reports You Need for Daily Website Analysis

2016-04-04T00:15:00.002-07:00

Google Analytics experts have taken the time to create templates for the custom reports they find most valuable and make them available for anyone to install via the Solutions Gallery

Let’s get started!

Reports for Measuring Site Performance & Acquisition Patterns
1	Browser Report	Get the report here.
2	Visitor Acquisition Efficiency Analysis Report	Get the report here.
3	Customer Behavior Report	Get the report here.
4	Mobile Performance Report	Get it here.
5	Site Diagnostics: Page Timing Report	Get the report here.
Reports That Tell You How Your Content is Doing
6	Hours & Days Report	Get the report here.
		Ecommerce version
7	Referring Sites Report	Get the report here.
8	Content Efficiency Report	Get the report here.
9	Traffic Acquisition from Social Media Report	Get the report here.
Reports for SEO
10	SEO: Referring Pages Report	Get the report here.
11	SEO Insights for Google Organic (not provided) Report	Get the report here.
12	Keyword Analysis Report	Get the report here.

Ref: https://blog.kissmetrics.com/expert-google-analytics-reports/

Important Changes to Google AdWords Manager Account Reporting

2015-10-26T00:10:00.003-07:00

In June, Google AdWords announced reporting enhancements to AdWords manager accounts (formerly known as MCC) to help advertisers gain more cross-account visibility into their account performance. These enhancements offer the ability to segment account data, including the ability to view and segment clickthrough rate (CTR) performance by network type. This feature replaces the need for the "Search CTR" and "Display Network CTR" columns, which were previously created to provide CTR performance data by network type for manager account users.

What's changing

AdWords manager account contains one or more saved columns, column sets, or filters referencing the "Search CTR" or "Display Network CTR" columns. Starting November 15, 2015, these columns and the ability to select them for reporting views or filters will be removed from your manager account dashboard.

Next steps

There is no action required on your part. Any existing saved columns, column sets, or filters referencing the "Search CTR" or "Display Network CTR" columns will be automatically updated to use the CTR column, if this column is not already selected within your account. To review your managed accounts' CTR performance by network, simply use the Segment option from the "Accounts" tab.

Where to find Sub-Domain Stats in Google Analytics Dashboard

2015-08-17T02:54:00.001-07:00

Steps to find Sub-domain stats in Google Analytics Report

Login to Google Analytics
Select the Site
Select Content Under Standard Reports
Open Site Content and Select All Pages
Set dates in the top right of the right column (statistics for specified period)
Below the graph set the Secondary dimension to Hostname
Click Advanced next to the search field
In the available field type the subdomain (subdomain.example.com)
Click Apply

Once you have the statistics you are after, you can bookmark the results like our client did. After that it will display the up to date information of that sub-domain and you won't have to go through hastle of setting up that search again.

What is Growth Hacking Marketing: Perfect Marketing Plan For Startups

2015-07-07T00:08:00.000-07:00

Growth hacking is the intersection between marketing and technology. What can you do and track as it relates to your web page design, email templates, purchase process, social sharing links, website analytics, content creation, search engine optimization, advertising creatives/landing pages, etc. that you can iterate with A/B testing, to continually improve until you find that “Aha Moment” that will lead to rapid, viral and affordable customer growth (as opposed to expensive traditional media buys which most startups can’t afford).

It is more than just the tactics, it is knowing how to apply and track them within the customer lifecycle:
(i) acquisition
(ii) engagement
(iii) purchase
(iv) retention
(v) referral

At each step within this process, you have to figure out the key datapoints to be managing and optimizing. As examples, maybe it is click-through rate from Google campaigns for acquisition, and contacts/unique visitors ratio for engagement, and transactions/contacts for purchase, and percentage of repeat clients for retention, and number of times a social sharing button is pressed for referral. Figure out what the key drivers are for each, and religiously A/B test and improve along the way. Growth hacking is a never ending process, that continues to iterate in a virtuous cycle over time.

Growth Hacking Framework

The top three companies that have built very large businesses via growth hacking tactics:

(i) Paypal offering a $10 bounty for all customer referrals sourced by their users
(ii) Hotmail including a “Get Your Free Email Account on Hotmail” link within all users’ email messages
(iii) AirBNB reverse engineering an automated integration with CraigsList for their rentals to be easily promoted to all of those users.

At the end of the day, growth hacking is all about driving as much growth as you can, with spending as little money as possible. And, good growth hackers are driven by the challenge and the “game” of it. So, make sure you find a proven growth hacker with the right DNA to help you here, that doesn’t need a lot of budget to do their job.

Read More:
1. Actionable Growth Hacking Tactics
2. The Top 10 Consumer Internet Growth Hacks? (that have been A/B tested)- Quora.com

Ref: forbes.com

Book for Growth Hacking Marketing

More on Wikipedia

What is AdWords Automated Extensions Report & How to Use?

2015-04-22T00:39:00.001-07:00

Ad extensions are a type of ad format that show extra information (“extending” from your text ads) about your business. Some can be added manually and others are automated.

Automated Extensions: AdWords creates and displays the automated extensions formats (seller ratings, consumer ratings, social extensions, and previous visits) when it predicts that they’ll improve your ad’s performance. No setup is required, so the option to create automated extensions doesn't appear in the drop-down menu of the Ad extensions tab.

List of Automated Extensions

Extension	Campaign type	Available	Devices
Consumer ratings	Search Network with Display Select - All features Search Network only - All features	US, UK, Canada	Mobile/Tablet Desktop
Previous visits	Search Network with Display Select Search Network only	Globally	Mobile/Tablet Desktop
Seller ratings	Search Network with Display Select - All features Search Network only - All features	US, UK, DE, FR, AU, NZ, JP, and NL	Mobile/Tablet Desktop
Dynamic sitelink extensions	Search Network with Display Select - All features Search Network only - All features	Globally	Mobile/Tablet Desktop
Social extensions	Search Network with Display Select - All features Search Network only - All features	Globally	Mobile/Tablet Desktop
Dynamic structured snippets	Search Network with Display Select - All features Search Network only - All features	English (Global)	Tablet Desktop

Creating new Automated ad Extensions:

Automated extensions don’t need setup: Some available extensions are automatic, and will appear with your ad if you meet certain criteria. These include: consumer ratings, previous visits, seller ratings, and social extensions.

Type of Automated Extensions with Example: How it Looks like?

View automated extensions report in "Ad extensions" tab in AdWords dashboard.

PPC SWOT Analysis

2015-04-21T04:12:00.001-07:00

SWOT Analysis Definition

List of known Google AdWords Search Partners

2015-01-19T23:58:00.003-08:00

List of known Google's AdWords Search Partners

Unfortunately, Google does not disclosure a list of all partner sites on which the Google AdWords ads appear. For this reason, we've compiled a list of all known Google AdWords search partners ourselves and share it with you.

www.alexa.com
www.amazon.com
www.aol.com
www.askjeeves.com
www.biglobe.ne.jp
www.bizrate.com
www.btopenworld.com
www.comcast.net
www.cs.com
www.dealtime.com
www.dogpile.com
www.earthlink.com
www.excite.com
www.froogle.com
www.go.com (includes www.disney.com)
www.infospace.com
www.libero.it
www.mamma.com
www.metacrawler.com
www.mysearch.com
www.myway.com
www.netscape.com
www.nifty.com
www.nytimes.com
www.searchalot.com
www.searchresult.net
www.sportsline.com
www.sympatico.ca
www.teoma.com
www.updated.com
www.washingtonpost.com
www.webcrawler.com
www.yahoo.co.jp

Learn more about Google AdWords from AdWords Certified Expert

SEO Strategies For 2015: Every Company Needs to Master

2014-11-27T02:58:00.000-08:00

Close to 90% of buyers search online before making a purchase. Make sure your customers can find you. Even when they intend to buy that product from a local business.

Inbound leads have an 8x greater likelihood of closing compared to other leads.

Put the most effective search engine optimization strategies to work for you today!

Moz SEO Expert Quiz Answer with Explantion | Latest SEO Questions

2014-06-06T03:10:00.003-07:00

1. The maximum length of titles displayed in Google's search result is typically:

A: 155 characters

B: 512 pixels

C: 60-80 Characters

D: 44 Characters

E: Varies by browser resolution

Learn about the correct answer here.

2. In the following HTML snippet: <a href="http://moz.com" title="SEO"><img src="img/software.jpg" alt="Marketing" title="Tools" width="100" weight="100"></a> What is considered the anchor text of the link?

A: http://moz.com

B: SEO

C: Marketing

D: Tools

E: software

Learn about the correct answer here.

3. When is using rel="nofollow" NOT appropriate?

A: Paid links

B: Crawl prioritization

C: Press releases with optimized anchor text

D: Widely distributed footer links

E: None; all of these are appropriate

Learn about the correct answer here.

4. Which of the following types of sitemaps is NOT supported by Google?

A: News

B: Product

C: Image

D: Mobile

E: Video

Learn about the correct answer here.

5. What is the maximum number of URLs typically allowed in an XML sitemap file?

A: 500

B: 5,000

C: 50,000

D: 500,000

E: 5,000,000

Learn about the correct answer here.

6. In the following URL: http://store.example.com/category/keyword?id=123#top "store" represents the and "com" is the ____

A: Subdomain, Top-Level Domain

B: Root Domain, Subdomain

C: Subfolder, Top-Level Domain

D: Page, Root Domain

E: Top-Level Domain, Protocol

Learn about the correct answer here.

What is the optimal HTTP status code to permanently remove a URL from Google's index?

A: 301

B: 302

C: 404

D: 410

E: 500

Learn about the correct answer here.

Which HTTP status code is best to serve when your site is down for maintence?

A: 200

B: 302

C: 404

D: 503

E: 90210

Learn about the correct answer here.

True or false: A 301 redirect passes roughly the same link equity as using the rel="canonical" tag.

A: TRUE

B: FALSE

Learn about the correct answer here.

Which of the following would be the best choice of URL structure (for both search engines and humans)?

A: www.wildlifeonline.com/animals/crocodile

B: www.wildlifeonline.com/category/277/article/563

C: www.wildlifeonline.com/O0665?id=563&cat=277

D: text.wildlifeonline.com/category/crocodile

E: www.wildlifeonline.com/563

Learn about the correct answer here.

How can meta description tags help with the practice of search engine optimization?

A: They're an important ranking factor in the search algorithms.

B: They help to tell the search engines which keywords are most important on your page.

C: They serve as the copy that will entice searchers to click on your listing.

D: Trick question; meta descriptions are NOT important.

Learn about the correct answer here.

The de-facto version of a page located on the primary URL you want associated with the content is known as:

A: Canonical Version

B: Empirical Version

C: Heretical Version

D: Preferential Version

E: Home Page

Learn about the correct answer here.

Which HTTP server response code indicates a file that no longer exists? (File Not Found)

A: 500

B: 301

C: 401

D: 404

E: 300

Learn about the correct answer here.

Which HTTP server response code indicates a page that has been permanently relocated and all links to the old page will pass their influence to the new page location?

A: 302

B: 301

C: 311

D: 500

E: 300

Learn about the correct answer here.

If you want a page to pass value through its links, but stay out of the search engines' indices, which of the following tags should you place in the header?

A: NOINDEX, FOLLOW

B: NOODP

C: INDEX, NOFOLLOW

D: NOINDEX, NOFOLLOW

E: INDEX, FOLLOW

Learn about the correct answer here.

If these URLs have the same content, example.com/avocado and example.com/avocado/ are technically considered duplicate content and should be fixed.

A: TRUE

B: FALSE

Learn about the correct answer here.

Which of the following methods is best used to handle duplicate-content URLs that include parameters or tracking code?

A: The rel="canonical" tag

B: Use numbers for your parameters, because Google won't crawl numbered URLs

C: Use the robots.txt file to block spiders from crawling the URLs with extra parameters

D: Answers A and B

E: None of the above

Learn about the correct answer here.

If you have a page at www.example.com/page1, which of the following robots.txt directives prevents search spiders from crawling the URL?

A: Disallow: /

B: Disallow:

C: Disallow: /page1

D: Both A & C

Learn about the correct answer here.

High-quality links to a site's homepage may help to increase the ranking ability of deeper pages on the same domain.

A: TRUE

B: FALSE

Learn about the correct answer here.

Pages generated by search results (Search within Search) are a good way to add content to your site.

A: TRUE

B: FALSE

Learn about the correct answer here.

Google's Panda update was also known as the ______ update.

A: Quality

B: May Day

C: Farmer

D: Vince

E: Caffeine

Learn about the correct answer here.

In general, internal links pass about the same value as external links.

A: TRUE

B: FALSE

Learn about the correct answer here.

Which of the following links is likely to pass the most value from a single page?

A: A universal footer link

B: A navigational link contained in the header

C: A left-hand navigation link

D: A right sidebar navigation link

E: A link contained in the main body text

Learn about the correct answer here.

What link format is used to fight blog comment spam?

A: rel="canonical"

B: rel="follow"

C: rel="author"

D: rel="nofollow"

E: rel="attribute"

Learn about the correct answer here.

To give credit for duplicate content that appears on another site, use...

A: A cross-domain canonical tag

B: A prominent link within the content at the top of the page

C: File a DMCA copyright notice

D: Give the author thanks in the body of the text

E: Send them ice cream

Learn about the correct answer here.

If a page includes more than one rel="canonical", Google will...

A: Ignore them all

B: Count the first one

C: Count the last one

D: Guess which one makes more sense, and use that one

Learn about the correct answer here.

True or false: rel="canonical" can be used to point to content on a different domain.

A: TRUE

B: FALSE

Learn about the correct answer here.

The X-Robots-Tag should be located:

A: In your robots.txt file

B: In the <head>

C: In the HTTP headers

D: Anywhere inside the <body> element

E: In Robert Downey Jr.'s basement

Learn about the correct answer here.

Of the following, the best way to keep a URL from appearing in search results is:

A: Block robots from crawling the page in the robots.txt file

B: Nofollow all links to the page

C: Use the META robots NOODP tag

D: Use the META robots NOINDEX tag

Learn about the correct answer here.

If the robots <META> tag is missing, the default is:

A: "NOINDEX, NOFOLLOW"

B: "INDEX, FOLLOW"

C: "NOINDEX, FOLLOW"

D: "INDEX, NOFOLLOW"

E: "NOINDEX, NOFOLLOW, NOARCHIVE"

Learn about the correct answer here.

The default file type for your sitemap is:

A: .pdf

B: .php

C: .png

D: .doc

E: .xml

Learn about the correct answer here.

When including Open Graph (OG) tags on a webpage, which of the following is NOT a required property?

A: og:title

B: og:description

C: og:image

D: og:url

E: og:type

Learn about the correct answer here.

True or false: For best results, incorporate authorship markup on every page of your website, including the homepage and category pages.

A: TRUE

B: FALSE

Learn about the correct answer here.

All other factors being equal, which would be the most desirable link profile?

A: One link from each of 100 different domains

B: 1,000 links all from one domain

C: 10,000 internal links

Learn about the correct answer here.

Which group of ranking factors do SEOs generally consider to have the largest influence on rankings?

A: Engagement Metrics

B: Social shares

C: Link-based metrics

D: Site speed

E: Exact match domains

Learn about the correct answer here.

Google's recommended format to implement structured data is:

A: Microdata / Schema.org

B: Microformats / vcards

C: RDFa / XHTML

Learn about the correct answer here.

Implementing structured data may help:

A: Lead to rich snippets in search results

B: Enchance CTR from search engine results

C: Search engines understand your content

D: Your content to appear in specialized search results like "in-depth Articles"

E: All of these

Learn about the correct answer here.

Implementing authorship on your content:

A: Guarantees a rankings boost through Author Rank

B: Disassociates your content from spam

C: Prevents duplicate content

D: May lead to enhanced CTR through authorship photos in search results

E: Helps get you that book deal

Learn about the correct answer here.

Google's recommended actions for paginated content include:

A: Specify a "view all" page

B: rel="prev" and rel="next"

C: Do nothing

D: A and B only

E: A, B, or C

Learn about the correct answer here.

In the following attribute: hreflang="en-US", "en" is the _ and "US" is the _.

A: alternate, language

B: language, region

C: United States, English

D: region, language

E: entire, universal symbol

Learn about the correct answer here.

Which of the following URL structures is NOT recommended to signal language targeting?

A: ccTLDs (example.de)

B: Subdomains with gTLDS (de.example.com)

C: URL parameters (example.com?loc=de)

D: Subdirectories with gTLDs (example.com/de)

Learn about the correct answer here.

Which element of a link does Google NOT consider?

A: The relationship/ownership/influence of the linking domain and linked-to domain

B: The rel="nofollow" attribute

C: The domain on which the linking page is hosted

D: The HTML <id> attribute

Learn about the correct answer here.

Which of the following statements about anchor text is true?

A: For non-commercial queries, anchor text is less influential on a result's rankings.

B: If a URL itself is the linking anchor text, Google will treat the page's title element as anchor text, while Bing will use the URL.

C: When an embedded image is linking, the alt attribute of the image may be treated as anchor text.

D: Anchor text is mostly ignored by Google in 2014, but was powerful in years past.

Learn about the correct answer here.

Which of these concepts has Google filed a (now public) patent about?

A: The likelihood that content shared by a user of social networks will spread

B: The impact of lunar cycles on content creation and search queries

C: Labeling Facebook, Twitter, and other social network shares in search results

D: Modifying the flow of PageRank through links based on the HTML code-to-content ratio

Learn about the correct answer here.

Google+ influences Google's search results in which of the following ways:

A: For logged-in searchers, webpages that have been shared or +1'd by people you follow may appear higher in the results

B: For logged-in searchers, webpages that have been shared or +1'd by people who follow you will appear higher in the results

C: Those with Google+ accounts can connect them to their published works to nudge Google search to show authorship next to their pages in the results

D: Options A & B are both true

E: Options A & C are both true

Learn about the correct answer here.

What does the phrase "social shares and higher search rankings in Google are well-correlated" mean?"

A: It means there's a chance (as expressed by the correlation coefficient number) that this input is used in Google's ranking algorithm.

B: It means that the more social shares a webpage has, the higher it appears in Google's search results for a given query.

C: It means that, on average, pages with more social shares appear higher in Google rankings than those with fewer shares. The correlation coefficient expresses the degree with which this occurs.

D: It means that social shares may or may not be used by Google's algorithm to rank webpages.

Learn about the correct answer here.

Which type(s) of Google's vertical search results require the submission of an XML sitemap in order to appear?

A: Image results

B: News results

C: Video results

D: Maps results

E: Both options B & C

Learn about the correct answer here.

What are valid reasons why your webpage's title may not appear in Google's search results exactly as it does in the page title element in your HTML?

A: Google has overwritten your title element with a title taken from the Yahoo! Directory.

B: Your title does not contain your brand name or other key terms in the users' search query (or doesn't include them at the start of the title element), so Google is using text from elsewhere on the page.

C: Google is pulling a title for your webpage from one you entered into an AdWords ad for that URL (that produces a higher clickthrough rate).

D: Your page contains the meta "title-h1" tag specifying that Google should use the text within the H1 in place of the title element for the search results listing

E: Both options B & D

Learn about the correct answer here.

Which of the following are true about the growth of mobile vs. desktop search in Google?

A: Mobile search queries overtook desktop in 2013 and are expected to continue growing faster.

B: Desktop search queries are now shrinking, and mobile is growing, but will not overtake desktop in the next 2-3 years.

C: Both desktop and mobile are growing, but mobile is growing faster and is expected to overtake desktop in the next 1-2 years.

D: Desktop is not growing (but not shrinking much). Mobile is expected to overake desktop in number of queries by 2016.

Learn about the correct answer here.

Which type of link has NOT been mentioned by Google as being risky for SEO?

A: Embedded links from infographics

B: Guest blog posts

C: Text link advertisements with rel="nofollow"

D: Article submission and directory sites

E: Private link networks

Learn about the correct answer here.

NOTE: This answer(s) are for education purpose only, please try to answer yourself to get genuine marks!

Take Your Test Here- Credit: http://moz.com/seo-expert-quiz

Tips For Google AdWords Beginners

2014-04-29T22:28:00.000-07:00

Google Analytics Platform Principles - Certificate Question Answers

2014-03-12T03:17:00.003-07:00

Google Analytics Platform Principles – Certificate (Final Assessment)

analyticsacademy.withgoogle.com/course02

What are the four main components of the Google Analytics platform? (select all that apply)

Collection
Configuration
Continuation
Processing
Progressing
Recollection
Reporting
The tracking code in Google Analytics: (select all that apply)

connects data to your specific Google Analytics account
sends data back to your Google Analytics account for reporting
tracks changes in your AdWords account
identifies new and returning users
Which Analytics tracking technology would you use to collect how users interact with a web-connected ticket kiosk?

Software Development Kit
JavaScript Tracking Code
The Measurement Protocol
HTML
Google Analytics can only recognize returning users on websites, not on mobile apps.

True
False
During data processing, Google Analytics:

transforms your raw data from collection according to your configuration settings
aggregates your data into database tables
imports data from other sources you've defined, like Google AdWords or Webmaster Tools
organizes hits into sessions
A session in Google Analytics consists of:

the reports generated by users over a specific period of time
interactions or hits from a specific user for all time
interactions or hits from a specific user over a defined period of time
a group of users getting together in person to discuss Analytics
How can you add data to Google Analytics from other sources? (select all that apply)

By linking your AdWords account to Google Analytics to import your advertising data
By downloading your data from Webmaster Tools and manually importing it into Google Analytics
By uploading a .csv file to Google Analytics to attach new dimensions like “Topic” and “Author” to an existing dimension like “Page Title”
By using Cost Data Upload to import click and cost data from your non-AdWords advertising campaigns
Which of the following are configuration settings that can change how your data appears in your reports? (select all that apply)

Sessions
Channel Groupings
Filters
Users
Goals
Interactions
Which of the following are dimensions in Google Analytics? (select all that apply)

Campaign
Visits
Time on Page
City
Browser
Language
Pageviews
Unique Visitors
You can combine any metric with any dimension in a Google Analytics report.

True
False
When does Google Analytics sample data for reporting?

When the data you request has already been calculated in the aggregate tables
When you create a report with metric and dimension combinations that have not been pre-aggregated and the report is based on data from a large number of visits
When the report is pulled at the end of the high traffic week
When you create a report with metric and dimension combinations that have not been pre-aggregated and the report is based on data from a small number of visits
You've discovered that a significant portion of your site traffic is coming from your internal users and is skewing your customer data. Which of the following solutions should you implement to clean up your report data?

Have your site developers create a new version of your website for internal users only that doesn't have the tracking code
Have your account administrator configure a Filter that excludes internal traffic from being included in your report views
Have your account administrator reprocess the data in your account to exclude internal users
There's not a way to prevent the internal traffic from showing in your reports.
You've discovered that data about the Product pages of your ecommerce website is missing from your reports. Which of the following could be the cause? (select all that apply)

The data for the Product pages wasn't collected because tracking code wasn't placed on those pages of the site
Google Analytics doesn't collect data from eCommerce sites
During processing Google Analytics sampled out the Product pages from your reports
A filter applied during processing was configured to remove Product pages data from your reports
For a website that hosts 45 minute-long documentary videos, what configuration settings could you use to more accurately track user engagement?

Add a Goal that tracks when a user lands on your site homepage
Add a Filter to exclude users who don't watch a video on your site
Adjust the session timeout length to be greater than 45 minutes so that the session doesn't automatically timeout while a user is watching a long video on the site
Create a Content Grouping that groups together all of your video pages in your reports
How could you create a customized dashboard in Google Analytics that you can monitor on a daily basis? (select all that apply)

Use the Google Analytics JavaScript tracking code to send data straight into a spreadsheet
Use the Google Analytics reporting APIs to automatically send data to a dashboard application you create
Create a dashboard directly in the Google Analytics user interface and share it with your team
It's not possible to create a dashboard using Google Analytics data

Digital Analytics Fundamentals - Final assessment

PPC Quiz: 52 AdWords Question You Must Know

2013-12-10T23:41:00.000-08:00

1.     A searcher types a (blank) into a search engine to find information. What is (blank)?

A.     Keyword
B.     Campaign
C.     PPC
D.     Search Query
E.     Text Ad

2.     The last visible line on an AdWords ad is called:

A.     The CTR.
B.     The Display URL.
C.     The Description Line 2.
D.     The Landing Page.
E.     The Conversion Rate.

3.     What is the CTR of an ad that has 30 clicks and 1,000 impressions?

A.     3%
B.     .03%
C.     30%
D.     33%
E.     300%

4.     True or False. With AdWords CPC advertising an advertiser pays each time an appears on Google.

A.     True
B.     False

5.     Google determines an ad's rank based on:

A.     your website's performance in Google's natural search results.
B.     your CPC bid.
C.     your keyword's quality score on Google and its CPC.
D.     the length of time you have been an AdWords advertiser.

6.     Which of the following statements is true about AdWords ad ranking?

A.     Your ad can't be locked out of the top position based solely on price
B.     Having irrelevant keywords and ad text will result in a better rank for your ad
C.     Well-targeted ads are those that target the largest number of people
D.     The advertiser who bids the most will have the highest ad rank

7.     Which of the following does not apply to the entire AdWords account?

A.     Billing information
B.     Login email address
C.     Daily budget
D.     Account preferences

8.     An AdWords Standard Edition account can house up to ______ campaigns and ______ ad groups per campaign.

A.     1,1
B.     10,25
C.     25,100
D.     Unlimited, Unlimited

9.     Let's say that you have a new product that needs to be advertised in a specific location. What action should you take?

A.     Create a new account
B.     Set an additional location target in an existing campaign
C.     Create a new campaign
D.     Create a new ad group in an existing campaign

10.     What is the structure of an AdWords account from the top down?

A.     Account, ad group, campaign, ad text and keywords and placements
B.     Account, campaign, ad text and keywords and placements, CPC and budget
C.     Account, campaign, ad group, ad text and keywords and placements
D.     Account, budget, ad group, campaign and keywords and placements

11.     Each AdWords campaign has its own daily budget.

A.     True
B.     False

12.     Which of the following actions cannot be performed from the 'Keywords' tab?

A.     Edit your cost-per-click (CPC) bids
B.     Check to see whether a keyword is showing ads
C.     Edit your AdWords ad text
D.     Pause individual keywords from showing ads

13.     True or False. It is not possible to pause an individual text ad.

A.     True
B.     False

14.     Which of the following is not a good way to expand your keyword list?

A.     List 2- to 3-word phrases that searchers might use to find your product or service.
B.     Use a keyword tool.
C.     List as many keywords as possible to draw all possible traffic.
D.     List plural variations, synonyms, and spelling variations of your existing keywords.

15.     True or False. It is best to keep keyword lists in each ad group small and manageable.

A.     True
B.     False

16.     ______ keywords only show your ad when the precise phrase is used in the search query – without any other words before,

between, or after.

A.     Phrase match
B.     Precision match
C.     Negative match
D.     Exact match

17.     Single-word or general keywords are ______.

A.     excellent for your return on investment
B.     too broad and can lead to clicks from people who don’t know what you’re offering
C.     useful in generating highly targeted traffic for your site
D.     good for preventing irrelevant traffic

18.     The most effective AdWords ad headlines ______.

A.     include the company name or website domain name
B.     do not contain the most important keywords
C.     are written in all capital letters
D.     directly relate to the keywords being searched

19.     True or False. Search results sites like Google make up the majority of pages viewed on the Internet.

A.     True
B.     False

20.     Which of the following is not a way in which you can fine tune your ads for search targeting?

A.     Target specific locations and languages.
B.     View the keywords that your competitors use.
C.     Choose keywords that are highly relevant for your product or service.
D.     Use keyword-match types.

21.     True or False. A low CTR on content pages always indicates that your ads are not profitable.

A.     True
B.     False

22.     True or False. The default setting for any new keyword is phrase match.

A.     True
B.     False

23.     Which punctuation should you apply when using the broad-matched keyword matching option?

A.     None
B.     Brackets [ ]
C.     Quotations" "
D.     Parenthesis ( )

24.     An ad with the keyword "cheap chocolate" (in quotations) would run on which of the following search queries?

A.     Quality chocolates cheap
B.     Cheap yummy chocolates
C.     Chocolate cheap and tasty
D.     'Good cheap chocolate'

25.     To indicate a keyword as an exact match, which of the following should be used?

A.     None
B.     Brackets [ ]
C.     Quotations" "
D.     Parenthesis ( )

26.     True or False. An advertiser is selling ballet slippers. If he does not want his ad to appear when 'wedding ballet slippers'

is queried, he should apply the negative-match keyword 'wedding.'

A.     True
B.     False

27.     Which keyword matching option provides the best possibility for high numbers of ad impressions?

A.     Exact Match
B.     Broad Match
C.     Phrase Match
D.     Negatives
E.     High Traffic Match

28.     True or False. Exact match tends to give you fewer clicks but higher conversions.

A.     True
B.     False

29.     True or False. You can use multiple keyword matching options for different keywords in the same ad group.

A.     True
B.     False

30.     Which of the following is not a technique for optimizing your account?

A.     Organizing your ad groups
B.     Editing your landing page
C.     Increasing your daily budget
D.     Changing your cost-per-click (CPC) bids

31.     True or False. Advertisers who have been with AdWords for many years don't need to optimize their accounts.

A.     True
B.     False

32.     It is important to browse competitors' advertisements and sites ______.

A.     to help you get an idea of what sets you apart from them
B.     to help you mimic some of the effective techniques that competitors use
C.     to help you to show your ads on the same keywords
D.     so you can incorporate effective phrases from their ad text

33.     If a keyword has a good CTR but is not converting well, what should you try changing?

A.     The matching option
B.     The landing page
C.     The daily budget
D.     The language targeting

34.     The more _______ a keyword, the more potential traffic it has.

A.     specific
B.     unprofitable
C.     irrelevant
D.     general
E.     exact

35.     Which three of the following can be done to increase traffic? (Select 3)

A.     Add new or unused keywords
B.     Create keywords for unadvertised products
C.     Delete all poorly performing keywords
D.     Raising your Maximum CPC

36.     Which three of the following changes to your campaign settings can increase traffic? (Select 3)

A.     Opting to show your ads on our content network
B.     Opting to show your ads on our search network
C.     Increasing your daily budget
D.     Targeting one local region

37.     For a website selling books, which is not an effective negative keyword?

A.     Free
B.     Phone
C.     Yellow
D.     Buy
E.     Club

38.     A (blank) is something that Google uses to match a search query with a text ad. What is (blank)?

A.     Search Query
B.     Keyword
C.     CTR
D.     Conversion Rate
E.     Text Ad

39.     The formula to calculate CTR is:

A.     impressions + clicks + conversions
B.     clicks / conversions
C.     conversions / impressions
D.     clicks / impressions
E.     None of these.

40.     Quality Score is used by Google to: (check all that apply)

A.     determine how high your ad will be ranked.
B.     determine your site's conversion rate.
C.     determine your daily budget.
D.     determine if a keyword is eligible to enter an ad auction.
E.     determine what will be your actual CPC.

41.     Which of the following IS NOT a factor used to determine Quality Score?

A.     Your account history, which is measured by the CTR of all the ads and keywords in your account.
B.     The historical CTR of the display URLs in the ad group.
C.     The number of keywords on your landing pages.
D.     The relevance of the keyword and the matched ad to the search query.
E.     The relevance of the keyword to the ads in its ad group.

42.     The formula for a PPC conversion rate is:

A.     conversions / clicks
B.     conversions / impressions
C.     conversions + clicks
D.     conversions + impressions
E.     (conversions + clicks) / impressions

43.     Which of the following IS NOT a keyword status option.

A.     Paused
B.     Active
C.     Clicked
D.     Deleted

44.     True or False. A bid can be set for both an Ad Group AND a keyword.

A.     True
B.     False

45.     If a Keyword has a bid of $1.50 and its Ad Group has a bid of $4 which bid is Google going to use to determine CPC?

A.     $1.50, because the keyword bid overrides the Ad Group bid.
B.     $4, because it's higher.
C.     $2.75, because it's an average of both.
D.     Neither, Google will make up their own number as they see fit.
E.     Whatever the ad below them is paying plus $.01.

46.     What formula does Google use to determine the actual CPC when an advertisers' ad is clicked on?

A.     Clicks / Impressions
B.     QS * Max CPC (bid)
C.     Position * QS
D.     Impressions * Clicks
E.     None

47.     SERP is an acronym that stands for:

A.     Search Engine Ranks and Positions
B.     Search Engine Result Pages
C.     Still Everything's Ranking Poorly
D.     Search Engine Responsibility Policies

48.     When editing a campaign's properties you CAN NOT do the following:

A.     Set what language you want your ads to show in.
B.     Set a daily budget.
C.     Set a specific location to show your ads in.
D.     Set the bids for all your keywords.

49.     When editing an Ad Group's properties you CAN NOT do the following:

A.     Pause the Ad Group so ads stop showing.
B.     Set a default bid that every keyword in the Ad Group will inherit by default.
C.     Increase your Daily Budget.
D.     Change the name of an Ad Group that already exists.

50.     What is one thing that WILL NOT improve an ad or keyword's CTR?

A.     Improving the landing page.
B.     Adding negative keywords.
C.     Setting match types for your keywords.
D.     Creating multiple ad variations and letting Google decide what ad is best to show.

51.     What is something you CAN NOT do to improve the QS of a particular keyword?

A.     Change the ads that are being matched to it.
B.     Reset the QS so it can have a fresh start.
C.     Add negative keywords to the keyword's Ad Group.
D.     Change the keyword's Match Type.

52.     What is the CTR for a keyword that has 25 clicks and 100 impressions?

A.     Whatever it is, it's not good.
B.     25%
C.     2.5%
D.     250%

Quiz are designed for only learning purpose. Interested in PPC Course? Learn Complete PPC marketing from Industry Expert.

Google Digital Analytics Fundamentals (DAF) Certification Exam Questions Answers

2013-10-29T23:50:00.001-07:00

Digital Analytics Fundamentals - Final assessment

AnalyticsAcademy.withGoogle.com

YouTube.com/user/GoogleAnalytics

What should always be the first step of creating a measurement plan?

Setting up Google Analytics goals
Determining what segments you want to use for analysis
Choosing the KPIs that you'll use to assess your performance
Outlining your digital strategies and tactics
Defining your overall business objective

True or False: Your key performance indicators (KPIs) are automatically tracked as Goals in Google Analytics.

True. No additional implementation is required since Goals are tracked automatically.
False. You must set up your goals once you identify the KPIs you want to track.

In Google Analytics, "attribution" most commonly refers to:

Assigning which conversions should be tracked for your site or mobile app
Assigning which marketing channels get credit for conversions
Assigning the value of an ecommerce purchase
Assigning which property you want to collect data in for each of your websites and apps

Which of the following are metrics?

Check all that apply.

Site Search Term
Source
Avg. Time on Page
Goal Conversion Rate

Which of the following are dimensions?

Check all that apply.

Medium
Event Category
Bounce Rate
Ad Content

By default, when does a user's session (or "visit") end according to Google Analytics?

After 30 minutes, regardless of how active the user is on your website
The session ends once the user opens another window in the browser
The session ends once the user is inactive for 30 minutes or more
Immediately when the user closes the browser

Which of the following Google Analytics tools would you use to permanently exclude website traffic from your internal employees from your reports?

A filter in a standard report that you apply after the data is processed
A filter in a Custom Report that you apply after the data is processed
The Plot Rows feature that you apply after the data is processed to show internal employee traffic versus customer traffic
A filter that you create in the Admin settings and apply to your report view

True or False. If you make a mistake implementing a filter you can always correct it by fixing the filter and reprocessing the historical data.

True
False

Which of the following is NOT a standard Google Analytics campaign variable?

utm_adgroup
utm_source
utm_term
utm_content

Which of the following traffic source / medium combinations would NOT be detected by Google Analytics automatically and would require manual tagging for customization?

google / organic
nytimes.com / display
wikipedia.com / referral
direct / (none)
bing.com / organic

What do you need to do to track interactions that happen within a page of your website, like downloading a PDF, or clicking "play" and "stop" on an embedded video player?

Nothing. These interactions are automatically tracked by Google Analytics.
Have a developer implement Event Tracking code for each interaction you want to track.
Adjust your account settings to indicate which interactions should be tracked.
Use campaign link tagging to identify users who complete particular interactions on your site.

Add campaign link tags to the URL http://www.mysite.com/home so that traffic to the link would show in the All Traffic report as "coupon / email" and in the Campaigns report as "springsale". Enter the tagged URL here.

http://www.mysite.com/home?utm_source=coupon&utm_medium=email&utm_campaign=springsale

You own three different websites that operate independently but are all a part of the same company. Which of the following is the best way to set up your Google Analytics account for these sites?

Create three different accounts, one for each website, so that no account settings overlap for the sites.
Create three different properties, one for each website, so that each site has its own unique tracking code.
Create three different views under the same property (one for each website) so that the data for all three sites is aggregated in your reports.
None of these options will work.

Which of the pages below would match a goal with the following settings: Destination begins with /orderconfirmed

Check all that apply.

www.mystore.com/orderconfirmed.html
www.mystore.com/shirts/orderconfirmed.html
www.mystore.com/orderconfirmed/shirts.html
www.mystore.com/orderconfirmed.html?id=153

Which of the following are reasons to implement Ecommerce tracking in addition to Goals?

Check all that apply.

To see which campaigns lead to the sale of particular products
To monetize goals such as newsletter sign-ups
To track revenue generated by the website
To enable an online payment system

A user visits your website and subscribes to your newsletter, which you are tracking as a Goal. The user's colleague then immediately subscribes to the same newsletter using the same computer and browser. How many conversions will be recorded in Google Analytics?

0
1
2

Within a 30-day period a user visits your website first from a social media ad, then from a banner ad on a news site, and then from a paid search ad. On the final visit the user submits a "Contact" form that you track as a Goal conversion. Which of the following statements are true about how the user's activity will be reported?

Check all that apply.

The social media ad will get all the credit for the conversion because it was the first source that brought the user to your site.
The social media ad and the banner ad will be given credit in the Multi-Channel Funnels reports as "assisting interactions."
In the All Traffic report all three traffic sources will get credit for the conversion.
In the All Traffic report only the paid search ad will get credit for the conversion.

You have been asked to find opportunities to increase the number of users who complete the three-step account sign-up process on your site. Which of the three following analyses would be most useful for your investigation?

Choose three.

Using the All Traffic report to identify which traffic sources have the highest conversion rate.
Using the Landing Pages report to identify which landing pages have the highest conversion rate.
Using the All Pages report to identify which pages have the most pageviews.
Using the Goal Flow report to identify which of the three steps has the highest drop-off rate.

Which of the following reports allows you to identify the terms visitors use to conduct searches within your site?

Check all that apply.

Keyword report
Site Search report
Matched Search Queries report
Search Engine Optimization report

You want to create a report in Google Analytics that shows you the Visits and Ecommerce Conversion Rate broken out by both the dimensions Medium and City. How could you create this report?

Check all that apply.

Adjust the primary dimension of the Locations report to "City" and add a secondary dimension of "Medium." Then switch the metric group to "Ecommerce."
Adjust the primary dimension of the All Traffic report to "Medium" and add a secondary dimension of "City." Then switch the metric group to "Ecommerce."
Create a Custom Report with the dimensions "Medium" and "City" and the metrics "Visits" and "Ecommerce Conversion Rate."
You can find this data in the default Locations report without adjusting any settings.
It is not possible to create this report in Google Analytics.

Google Analytics Certification GAIQ Sample Questions Answers

2013-07-19T02:33:00.000-07:00

1.Which of the following could be measured by defining a goal in Google Analytics? (Select all that apply)

A) the percentage of visits that result in a site registration

B) the percentage of visits that are unique

C) the percentage of visits which contain only one page view

D) the percentage of visits during which visitors spent at least 2 minutes on the site

http://sixrevisions.com/tools/google-analytics-in-depth-goals-and-funnels/

2.What is the purpose of the multi-line graph?

A) For comparing a single metric over a period of time

B) For comparing two metrics on the same graph to see how they are correlated

C) For comparing any number of metrics on the same graph to see how they are correlated

D) For comparing two metrics on separate graphs to see how they are correlated

http://services.google.com/analytics/breeze/en/interface_navigation/index.html
slide 10

3.You apply the following two include filters to a single profile:

Filter 1- Field: Campaign Medium; Pattern: cpc

Filter 2- Field: Campaign Medium; Pattern: organic

Which behavior will result?

A) The profile will contain data related to either of the two specified values

B) The filters cancel each other so no data appears in the profile

C) The filters cancel each other so the complete unfiltered data appears in the profile

D) The results will differ depending on the order in which these two filters are applied

http://www.google.com/support/googleanalytics/bin/answer.py?answer=55550

4.You have had your Google Analytics account for months, and have been successfully tracking data in Profile 1. You created a duplicate profile -Profile 2- but the profile's reports are not showing any data. Which of the following would help explain the situation? (Select two)

A) You created Profile 2 less than 24 hours ago

B) There are conflicting filters applied to Profile 2 which are preventing data from coming through

C) You do not have access to the data

D) You applied a custom lowercase filter

http://www.google.com/support/analytics/bin/answer.py?answer=75013

5.Someone visits your website and subscribes to your newsletter which you are tracking as a goal. A colleague then immediately also subscribes using the same computer (without closing the browser). How many conversions will be recorded?

A)0

B)1

C)2

https://www.google.com/support/forum/p/Google+Analytics/thread?tid=7305819e13547e35&hl=en

6.How would you set up Google Analytics to attribute conversions to the original referring campaign?

A) Conversions are attributed to the original referring campaign by default

B) Add "utm_nooverride=1" to the end of your campaign URLs

C) Add "utm_nooverride=off" to the end of your campaign URLs

D) Conversions are attributed to the most recent campaign and there is no way to modify this behavior

http://services.google.com/analytics/breeze/en/additional_customizations/index.html
slide 4

7.If you manually tag your AdWords campaigns, which one of the following AdWords attributes would you be able to view in your Analytics reports?

A) Match Type

B) Ad Group

C) Campaign

D) Placement URL

http://services.google.com/analytics/breeze/en/campaigntracking_adwordsintegration/index.html
slide 24

8.Which of the following visitors would be reported as coming from "direct / (none)"? (Select two)

A) visitors who came to your site via an AdWords campaign

B) visitors who came to your site via a banner ad

C) visitors who came to your site via a bookmark

D) visitors who typed your site's URL directly into their browser

http://www.google.com/support/forum/p/Google+Analytics/thread?tid=4ee3f9ef973d2422&hl=en

9.Which of these definitions best describes what a referrer is?

A) the process of converting a numeric IP address into a text name

B) a virtual container for holding computer files

C) the web page to which your server defaults when no page on the domain is specified

D) the URL of the website from which a visitor came

http://www.google.com/support/forum/p/Google+Analytics/thread?tid=0ff5c7f6a3e087a0&hl=en

10.You want a second view of your data where you only see traffic to a specific subdirectory. How might you set this up?

A) Create a second Google Analytics account, and apply the unique tracking code to the pages in the subdirectory

B) Create a new profile and apply an advanced filter that deletes page data outside the subdirectory

C) Add a filter to the profile and remove the tracking code from the other pages of your site

D) Create a duplicate profile and add a filter: select "Include only traffic to a subdirectory" from the Filter Type dropdown, and specify the subdirectory

http://services.google.com/analytics/breeze/en/filters/index.html
slide 6

11.Which campaign tracking variables should you always use when manually tagging a URL?

A) utm_source, utm_content

B) utm_source, utm_medium, utm_campaign

C) utm_content, utm_campaign

D) utm_campaign, utm_adgroup, utm_term

http://services.google.com/analytics/breeze/en/campaigntracking_adwordsintegration/index.html
slide 21

12.True or False: If you manage the analytics services for multiple websites which belong to different organizations, it is strongly recommended that you open a new Google Analytics account for each organization.

A) True. Otherwise, you would not be able to give an organization administrator access without also giving them access to data from other organizations which you are tracking in the same account.

B) False. You should track multiple sites for different organizations under one Google Analytics account. Simply track the different sites under different profiles, and grant administrator access at the profile level.

http://services.google.com/analytics/breeze/en/accounts_profiles/index.html
slide 17

13.Does Google Analytics track visits to cached pages?

A) Yes, the JavaScript is executed even from a cached page

B) No, the JavaScript is not executed from cached pages

http://services.google.com/analytics/breeze/en/ga_intro/index.html
slide 6
http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55614

14.Can Google Analytics import cost data from other ad networks?

A) Google Analytics can import cost data only from Google AdWords and Microsoft adCenter

B) Yes, Google Analytics imports cost data from any CPC campaign provided that the CPC accounts are linked to Analytics

C) Google Analytics is only able to import cost data from AdWords

D) Yes, Google Analytics imports cost data automatically from any CPC campaign

http://services.google.com/analytics/breeze/en/campaigntracking_adwordsintegration/index.html
slide 14

15.Your website uses a shopping cart on a different domain. To ensure that visitor session data is retained when switching domains, which of the following do you need to implement?

A) the _link() or JinkByPost() method

B) the _trackTrans() method

C) the _setLocalRemoteServer() method

D) This is tracked automatically; no additional configuration is required

http://services.google.com/analytics/breeze/en/domains_subdomains/index.html
slide 8

16.How would you find out which keywords visitors from Tokyo used to find your site?

A) Search for "Tokyo" in the All Traffic Sources report

B) Select the "Keyword" dimension in the Map Overlay report

C) Select the "City" dimension in the Keywords report

D) This information is not available in Google Analytics

http://www.google.com/support/forum/p/Google%20Analytics/thread?tid=528b2bfbb8ed4f94&hl=en

17.Is it possible to make the Top Content report display different names than the actual page pathnames?

A) Yes, you can rename the pages by entering the desired URI in the call to _link();

B) Yes, you can rename the pages by entering the desired request URI in the call to _trackPageview();

C) You need to talk to your webmaster to change the settings of the server to allow arbitrary parameters

D) No, it is not possible

http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55509

18.Which is NOT a standard Google Analytics campaign variable?

A) utm_content

B) utm_source

C) utm_adgroup

D) utm_term

http://services.google.com/analytics/breeze/en/campaigntracking_adwordsintegration/index.html
slide 21

19.Given that web analytics data is never 100% accurate, which of the following is the best use of web analytics?

A) analyzing trends

B) auditing your traffic

C) auditing your e-commerce transactions

D) comparing the pageviews from one web analytics product to another one

http://services.google.com/analytics/breeze/en/ga_intro/index.html
slide 6

20.Which of the following formats does Google Analytics export into? (Select all that apply)

A) TSV

B) XML

C) PDF

D) CSV

http://services.google.com/analytics/breeze/en/interface_navigation/index.html
slide 12

21.What is the "$ Index"?

A) a page that is specified in the Goal Settings section of each profile

B) a way of determining which pages on your site are most valuable

C) The conversion rate in US dollars

D) (Revenue - Cost) / Cost, expressed as a percentaae

http://services.google.com/analytics/breeze/en/interpreting_reports_revenue/index.html
slide 7

22.What type of information can the Funnel Visualization report provide?

A) where visitors drop out of the conversion process

B) individual visitors' conversion paths

C) where visitors go to after abandoning the site

D) URLs for all the site exit pages

http://services.google.com/analytics/breeze/en/interpreting_reports_funnel/index.html

23.How can an administrator limit a user's access to view reports that only contain Google CPC data?

A) Create a second Analytics account that only tracks CPC data

B) Use Access Manager to give the user access to only part of the profile

C) Grant them access to a new profile that only tracks AdWords data

D)This is not possible

24.Google Analytics uses the following types of cookies:

A) third-party only

B) first-party only

C) first-party and third-party

D) persistent cookies only

http://services.google.com/analytics/breeze/en/ga_cookies/index.html
slides 4 & 5

25.How is click-through-rate calculated?

A) clicks / impressions

B) visits/impressions

C) clicks/visits

D) absolute unique visitors / impressions

http://www.mathgurusonline.com/2006/05/17/google-adsense-ctr-explained/

26.Why might a website www.mysite.com have traffic appearing as coming from "mysite.com / referral"?

A) Autotagging has not been enabled

B) mysite.com has several subdomains and the Google Analytics Tracking Code has not been customized accordingly

C) These are returning visitors to mysite.com

D) On some pages of mysite.com, the Google Analytics Tracking Code is called more than once

http://www.analyticsmarket.com/blog/referrals-from-own-site

27.How would you configure a profile to include only Google CPC data?

A) Add an include filter requiring Campaign Source to be "google/cpc"

B) Add two include filters to the profile: one requiring Campaign Source to be "google", and the other requiring Campaign Medium to be "cpc"

C) Link the profile to your AdWords account

D)This is not possible

http://services.google.com/analytics/breeze/en/filters/index.html
slide 16

28.Which of the following could explain why Google CPC visits are not showing up in Google Analytics? (Select all that apply)

A) Autotagging has not been enabled

B) A redirect on the landing page stripped out the gclid

C) The wrong match type has been selected in the profile settings

D) Ecommerce has not been enabled and no goals have values

http://services.google.com/analytics/breeze/en/campaigntracking_adwordsintegration/index.html
slide 18
http://analytics.blogspot.com/2008/07/practitioner-post-adwords-auto-tagging.html

29.What kind of cookies does Google Analytics use?

A) first-party; utma, utmb, utmc, utmz

B) first-party; utma, utmb, utmc, utmd

C) third-party; utma, utmc, utmz, utmv

D) third-party; utma, utmb, utmc, utmz

http://services.google.com/analytics/breeze/en/ga_cookies/index.html
slide 5

30.Temporary cookies differ from persistent cookies because:

A) temporary cookies are set by a third party

B) temporary cookies cannot last for more than 30 minutes

C) temporary cookies can be deleted while persistent cookies cannot

D) temporary cookies are removed when you close your browser

http://services.google.com/analytics/breeze/en/ga_cookies/index.html
slide 3

31.What is Bounce Rate?

A) the percentage of sessions for which the visitor can be tracked as unique

B) the percentage of visits to your site where the visitor viewed only one page and then exited without any interaction on your site

C) the number of times unique visitors returned to your website

D) the percentage of site exits

https://support.google.com/analytics/answer/1009409?hl=en

32.Where do you ensure that autotagging is enabled?

A) in AdWords, under Campaign settings

B) in Analytics, under Account Settings

C) in Analytics, under Profile Settings

D) in AdWords, under My Account > Account Preferences

http://services.google.com/analytics/breeze/en/campaigntracking_adwordsintegration/index.html
slide 12

33.Which of the following are elements of the Event Tracking data model?

A) categories, labels, formats

B) actions, labels, methods

C) actions, titles, values

D) categories, actions, labels

http://services.google.com/analytics/breeze/en/et_vps/index.html
slide 12

34.What would prevent URL Destination goal conversions from being recorded? (Select all that apply)

A) There was a misspelling in the URL of the goal definition

B) The Google Analytics Tracking Code is missing from the conversion page

C) The match type in the goal definition is incorrect

D) The conversion page has the incorrect tracking code

35.Where on the appropriate page(s) should e-commerce tracking code be placed?

A) The e-commerce tracking code should replace the standard Google Analytics Tracking Code

B) The e-commerce tracking code should be placed before the standard Google Analytics Tracking Code

C) The e-commerce tracking code should be placed after the standard Google Analytics Tracking Code

http://services.google.com/analytics/breeze/en/ecommerce/index.html
slide 8

36.Is it possible to use Google Analytics and Urchin software concurrently?

A) no, you should use the product that best suits your needs

B) yes, by making a small change to your Google Analytics Tracking Code

http://services.google.com/analytics/breeze/en/installing_ga_code/index.html
slide 9

37.Why might your reports show visits coming from a paused or discontinued campaign?

A) because visitors originally referred by that campaign are now returning via another AdWords campaign

B) because visitors originally referred by that campaign are now returning via organic search

C) because visitors originally referred by that campaign are now returning as Direct visitors

D) because visitors originally referred by that campaign will always be reported as coming from that campaign

http://www.google.com/support/forum/p/AdWords/thread?tid=5ca363777c9ed1e1&hl=en

38.How would you track visitors coming from an email, banner, or newsletter campaign?

A) by manually tagging the destination URLs of the campaign

B) Google Analytics will track visits coming from any campaign automatically

C) by turning autotagging on

D) It is not possible to track visitors coming from non-AdWords campaigns

http://services.google.com/analytics/breeze/en/campaigntracking_adwordsintegration/index.html
slide 19
http://www.hallam.biz/blog/2009/12/track-campaigns-better-google-analytics-url-tagging.html

39.You are running a correctly tagged email campaign that refers visitors to your website. How would you track conversions associated with the campaign in cases where visitors did not convert in the first instance, but instead returned at a later time by typing the URL of your site directly into their browser?

A) Tag the URL in the email with a campaign of "nooverride"

B) Google Analytics does this by default (within 6 months)

C) Google Analytics does this by default (within 18 months)

D) You cannot track conversions when a visitor returns as "direct" (i.e. by typing the URL of your site directly into their browser)
http://cutroni.com/blog/2006/11/10/how-does-google-analytics-track-conversion-referals/

http://services.google.com/analytics/breeze/en/ga_cookies/index.html
slide 9

40.Why is it important that you maintain one unfiltered profile when using filters with your analytics account?

A) Without one unfiltered profile, you will not be able to use a filter for multiple profiles

B) Since raw data cannot be reprocessed, maintaining an unfiltered profile ensures that the original data can always be accessed

C) You will need to configure your goals in the unfiltered profile

D) You can only use predefined filters with unfiltered profiles

E) There is no reason to maintain an unfiltered profile

http://services.google.com/analytics/breeze/en/filters/index.html
slide 18

41.Which of the following reports display e-commerce revenue data?

(I)the AdWords Campaigns report

(II)the All Traffic Sources report

(III)the e-commerce section reports

A) I only

B) I and II only

C) I, II, and III

D) none of the above

42.Can Google Analytics track search engines other than those that it tracks by default?

A) No, Google Analytics only tracks visitors coming from the Google search engine

B)Yes, by adding the search engines to the Analytics Settings page

C) Yes, by modifying your Google Analytics Tracking Code

D) No, the list of recognized search engines is maintained by Google

http://services.google.com/analytics/breeze/en/additional_customizations/index.html
slide 5

43.Which of these reporting intervals are available in Google Analytics? (Select all that apply)

A) seconds

B) minutes

C) hours

D) days

44.The Site Search reports show.

A) traffic coming from non-Google organic search

B) traffic coming from Google organic search

C) traffic coming from search engines

D) how visitors search your site
http://services.google.com/analytics/breeze/en/internal_site_search/index.html

45.What is one way of determining whether an increase in Average Time on Site actually reflects an increase in site interaction?

A) look for a corresponding increase in Bounce Rate

B) look for a corresponding decrease in Direct visits

C) look for a corresponding increase in Direct visits

D) look for a corresponding increase in Pages/Visit

46.You have two websites with different domains (e.g. Mysite.com and Yoursite.com) which you want to track under a single Google Analytics account. Why would you link the sites using the _link() method?

A) to preserve visitor and session information across the two domains

B) to add Mysite.com to the list of referrals

C) to allow Flash content from Mysite.com to display on Yoursite.com

D) to clear all the cookie information

http://services.google.com/analytics/breeze/en/domains_subdomains/index.html
slide 5

47.What technologies does Google Analytics use to track visitors?

A) Java and four temporary cookies

B) JavaScript and third-party cookies

C) JavaScript and first-party cookies

D) HTML only

http://services.google.com/analytics/breeze/en/ga_intro/index.html

48.You define a URL Destination goal by.

A) dragging the goal page onto the Dashboard

B) adding the conversion ID to the tracking code on the goal page

C) editing the profile and specifying the request URI of the conversion page

D) adding the e-commerce code to the goal page

http://services.google.com/analytics/breeze/en/goals/index.html
slide 9

49.Why might you see a search engine name appear in the results for your Referring Sites report (e.g. "google.com")?

A) Someone was referred to your site via a search result page, but the keyword was not captured

B) Someone was referred to your site via a link on a personalized search engine page such as iGoogle

http://services.google.com/analytics/breeze/en/interpreting_reports_trafficsources/index.html
slide 5

50.What is the purpose of the URL builder?

A) using the URL Builder is required to track AdWords visits

B) to optimize landing pages

C) to generate a URL with tracking parameters

D) to generate the URL tracking parameters that need to be appended to an organic search result

http://services.google.com/analytics/breeze/en/campaigntracking_adwordsintegration/index.html
slide 27

51.Which of the following are possible uses of filters? (Select all that apply)

A) Replace complicated page URLs with readable text strings

B) Exclude visits from a particular IP address

C) Report on only a subdomain or directory

D) Include only traffic coming from a particular campaign

E) Limit administrative capabilities for selected user(s)

http://services.google.com/analytics/breeze/en/filters/index.html
slide 6-10

52.Which of the following would prevent you from creating a new profile in Google Analytics? (Select two)

A) You have not opted in to Benchmarking

B) You have already reached the maximum number of permitted profiles for your account

C) You do not have admin rights to the Analytics account

D) You do not have access to the code of the website

http://services.google.com/analytics/breeze/en/accounts_profiles/index.html
slide 23

53.Why would anyone want to create virtual pageviews?

A) To track session ids

B) To track a website that uses frames

C) To track a website that uses style sheets

D) To track visitor activity that does not generate a pageview

http://services.google.com/analytics/breeze/en/et_vps/index.html
slide 2

54.The URL for the homepage of your website is www.mysite.com/index

You would like this to appear as "home" in the Top Content report. How can this be achieved?

A) Use a Search and Replace custom filter on the Request URI field where Search String is "/index" and Replace String is "/home"

B) Use a Search and Replace custom filter on the Request URI field where Search String is "www.mysite.com/index" and Replace String is "www.mysite.com/home"

http://services.google.com/analytics/breeze/en/filters/index.html
slide 12

55.Which of the following should you manually tag with campaign tracking variables?

A) banner ads, email campaigns, and non-AdWords CPC campaigns

B) AdWords campaigns only

C) banner ads, referrals, and all CPC campaigns

D) organic search results, referrals and bookmarks

http://services.google.com/analytics/breeze/en/campaigntracking_adwordsintegration/index.html
slide 3

56.Which of these best describes the differences between a first- and a third-party cookie?

A) A first-party cookie is set by a different web site than the one you are visiting, a third-party cookie is set by the same web site as the one you are visiting

B) A first-party cookie is set by the same web site you are visiting, a third-party cookie is set by a different web site than the one you are visiting

C) A first-party cookie is a temporary cookie and a third-party cookie is a persistent one

D) A first-party cookie may only contain one attribute, a third-party cookie may contain several attributes

http://services.google.com/analytics/breeze/en/ga_cookies/index.html
slide 2

57.Which of the following are possible uses of profiles within a single Google Analytics account? (Select all that apply)

A) to limit a user's access to a segment of data

B) to look more closely at traffic to a specific part of the site (a page or selection of pages)

C) to track several webdomains that you have permission to track (e.g. mysite.com and yoursite.com)

D) to look more closely at traffic to a specific subdomain
http://services.google.com/analytics/breeze/en/accounts_profiles/index.html
slide 21-22

58.When configuring a goal, why is it useful to assign a goal value?

A) to calculate e-commerce metrics

B) to attribute monetary value to a non e-commerce site

C) to determine the popularity of webpages

D) You must assign a goal value in order to track conversions

http://services.google.com/analytics/breeze/en/goals/index.html
slide 13

59.Select the Goal URL pattern and match type that will count all of the following pages as conversions:

http://www.mysite.com/shoes/buy.asp

http://www.mysite.com/shoes/buy.asp?prodid=9

http://www.mysite.com/shoes/buy.asp?prodid=100

A) pattern is "/shoes/buy.asp" and match type is "Head Match"

B) pattern is "/shoes/buy.asp" and match type is "Exact Match"

C) pattern is 7shoes/buy.asp?prodid=.*" and match type is "Exact Match"

D) pattern is "/shoes/buylasp?" and match type is "Head Match"

http://services.google.com/analytics/breeze/en/goals/index.html
slide 10

60.You notice that the goal conversion rate in your Site Search Terms report is different from the Goals menu report, what is the likely reason for this discrepancy?

A) The Site Search Terms report is only able to show goal conversion rates for one of your goals

B) Not all visits include a site search; only those which did are included in the conversion rate calculation in the Site Search Terms report

C) Of those who perform a search during their visit, fewer are likely to convert

D) This is a bug; the figures should match

http://services.google.com/analytics/breeze/en/internal_site_search/index.html
slide 20

61.What are the benefits of linking your AdWords account with your Google Analytics account? (Select all that apply)

A) this will allow Analytics to calculate ROI of your AdWords spend

B) this will allow you to have AdWords cost data imported into your Analytics account

C) this will allow you to access your Analytics data from within the AdWords interface

D) this will allow Google Analytics to differentiate between Google CPC and non-Google CPC visits

http://services.google.com/analytics/breeze/en/campaigntracking_adwordsintegration/index.html
slide 5

62.What does _trackPageview() do?

A) expedites page load time

B) registers an internal site search

C) registers a pageview

D) enables e-commerce tracking

http://services.google.com/analytics/breeze/en/et_vps/index.html
slide 4

63.Which of the following would cause Google Analytics to track a visitor as new even if they had been tracked during their previous visit to the site? (Select all that apply)

A) if the visitor has JavaScript disabled

B) if the visitor deleted cookies after the first visit

C) if the visitor used a different browser for the return visit

D) if the previous visit occurred 6 months ago

E) if the visitor is blocking cookies

http://services.google.com/analytics/breeze/en/ga_cookies/index.html
slide 5

64.You are implementing e-commerce tracking on your client's site. Their site does not use an "affiliation" field. Which of the following is an example of a correct implementation?

A)
_gaq.push(['_addTrans',
'1234',
",
'11.99',
'1.29',
'5',
'San Jose',
'California',
'USA'
]);
_gaq.push(['_addltem,
'1234',
'DD44',
'T-Shirt'
'Green Medium',
'11.99',
'1'
]);
_gaq.push(['_trackTrans']);

B)
_gaq.push(['_addTrans',
'1234',
//affiliation or store name
'11.99',
'1.29',
'5',
'San Jose',
'California',
'USA',
]);
_gaq.push(['_addltem',
'1234',
'DD44',
'T-Shirt'
'Green Medium',
'11.99',
'1'
]);
_gaq.push(['_trackTrans']);

C)
_gaq.push(['_addTrans',
'1234',
'11.99',
'1.29',
'5',
'San Jose',
'California',
'USA',
]);
_gaq.push(['_addltem',
'1234',
"DD44',
'T-Shirt'
'Green Medium',
'11.99',
'1'
_gaq.push(['_trackTrans']);

http://services.google.com/analytics/breeze/en/ecommerce/index.html
slide 11

65.Which of the following Google Analytics methods can be used to create virtual pageviews?

A) _link()

B) _setAccount()

C)_trackPageview()

D) _setAllowLinker()

http://services.google.com/analytics/breeze/en/et_vps/index.html
slide 4

66.Which is the recommended parameter for identifying different versions of an ad?

A) utm_creative

B) utm_medium

C) utm_ad

D) utm_content

http://services.google.com/analytics/breeze/en/campaigntracking_adwordsintegration/index.html
slide 21

67.Why should you only assign values to non e-commerce goals?

A) to avoid inflating your revenue results

B) to avoid overwriting your transaction revenue

C) to include non e-commerce goals in the Product Performance reports

D) all of the above

http://services.google.com/analytics/breeze/en/goals/index.html
slide 13

68.What is the default amount of time a user needs to be inactive in order for their next action to be counted as a new session?

A) 30 minutes

B) 45 minutes

C) 60 minutes

D) one day

http://services.google.com/analytics/breeze/en/interpreting_reports_visits/index.html
slide 3

69.How can you ensure that clicks and visits match in your AdWords Campaigns report?

A) Make sure your browser allows cookies

B) Place the Google Analytics Tracking Code before the </body> tag

C) Enable autotagging in AdWords

D) You can't because Google Analytics tracks visits and imports click data from AdWords

http://services.google.com/analytics/breeze/en/campaigntracking_adwordsintegration/index.html
slide 16

70.Which of these best describes what a cookie is?

A) a tiny blank image stored on a web analytics server

B) a temporary storage area that a web browser or service provider uses to store common pages and graphics that have been recently opened

C) the amount of data that can be transmitted along a communications channel in a fixed amount of time

D) a small text/data file written to a visitor's machine by a web server

http://services.google.com/analytics/breeze/en/ga_cookies/index.html
slide 2

Get this Blog Post on Google Drive: https://docs.google.com/file/d/0B_5Ev0B0UQHLdHJKX1NsNlZEVkk/

Resources: Qualify Google Analytics Certification (GAIQ)

2013-07-19T02:17:00.000-07:00

Resources for Google Analytics Individual Qualification (GAIQ) Certification

Google Analytics IQ Lessons
Jens Sorensen Blog Post
Slingshot SEO Questions
Google Analytics Test Questions
Cheat Sheet by Matt Gratt
Blast Analytics & Marketing Cheat Sheet
Google Analytics Help Page
Google IP address range tool
Google
GAIQ Test Site
GA Tracking Code
Exclude Internal Traffic
Configure Site Search
Justin Cutroni Post
E-commerce Tracking
Avinash Kaushik Post
Tommy Griffith Post

Google AdWords Keyword Match Types & Negatives: Comparison of Match Behavior

2013-06-13T04:40:00.001-07:00

This video shows how to the find the report:

Get PDF File of this Post

PPC Marketing Process

2013-06-10T05:18:00.001-07:00

Managing your pay per click business performance requires these activities:

Strategy and planning to drive clicks, conversion and lead generation:
Keyword or market segment selection
Proper ad copy
Presentation of value proposition for targeted markets
Best costumer acquisition or contact practices
Monitoring and reporting on progress of campaign

1. Achieving Business Objectives
Why are you initiating this type of advertising program? Is it clear what your objectives are, how to achieve those business objectives and what success looks like? Clarity on these questions will help to limit risk and ensure the chances of achieving business success.

Determining Business Objectives for Pay per click search engine advertising
Search engine advertising or more specifically pay-per click (PPC) advertising can drive targeted traffic to your web site on through a pay-for performance model. Pay per click search engine advertising can fulfill three major objectives:

Driving targeted visitors to your web site
1. Defined campaigns – The ability to purchase traffic and translate that into leads with little start-up costs makes PPC search engines the perfect means to use on short run campaigns. Other benefits include:
  - the ability to turn the traffic off once a particular campaign is finished,
  - calculating return-on-investment through defined reporting mechanisms
  - generating traffic without substantial web site modification, if any
2. Potential market trials – If you are unsure about some potential market segments and want to investigate the ability to generate leads out of that market at low cost then pay per click advertising may be a good web marketing initiative to experiment with. Remember, that you are targeting a particular keyword or market segment, but you can also target within the market segment by tailoring your ad (title and description)… it’s advertising after all. Summary benefits include:
  - Low cost targeted advertising trial
  - Many customer targeting options
  - Ability to decide term and cost of advertising
3. Visitor Gap or Supplementary traffic generation - Your web site attracts a defined visitor demographic or profile and is based on the content you have in your web site. Your visitor demographic may or may not be meeting your current web or business objectives. Pay per click may provide a means of fulfilling those objectives by providing the means of attracting a different demographic or visitor.
4. Stop Gap Traffic Generation – You have committed to a natural web positioning initiative, however implementation and search engine registration are months away from completion. To many companies, this waiting period is unacceptable for business development. Pay per click advertising may provide a stop gap means for traffic generation in the interim.

Market research for customer conversion
Pay per click is a cost effective means of limiting risk through evaluation market segment conversion (simply, it is a means of determining how significant extraneous or new markets are for your organization). The business success equation:

Business Success = Market Demand x Market Conversion – Competition

To achieve business success we must know market demand. Information on market demand can be gathered from various online sources including our own proprietary database of search engine searches. These databases constitute the business intelligence of consumer behavior and can be used to gauge Market Demand. However, it is not enough to be armed with Market Demand information, since an educated guess about how to distribute marketing budgets across each market segment must still be made.

Market conversion data can be derived from pay per click search engine advertising. Of course, proper management of the search engine advertising campaign must be done to achieve a maximum # of impressions to normalize across each market segment category. Furthermore, conversion parameters should be defined to determine the criteria for campaign success

Lastly, a competitive analysis will help to gauge the relative difficulty of penetrating a particular market segment.
Branding
Besides lead generation, an added benefit to pay per click (PPC) is branding. Since the premise of PPC advertising initiatives is to pay for the visitor conversion, the impressions are therefore a freebie. With every impression your brand realizes the benefit of brand impression. For example, you can position your company with larger well known brands and even though you don’t get a click, your brand will still be noticed – brand impression. If you get a click then you benefit from brand association to the product or service that was being searched for (ie. A search engine visitor searches for car and clicks on the Ford web site, therefore, Ford = car; a complete brand association).

2. Choosing the Right Keywords (Market segmentation)
Should I use “market segmentation” or “market segmentation software”…. “fashion” or “leather jacket” … “furniture” or “chaise lounge chair” … “marketing service” or “marketing services”? Once your business objectives are defined, choosing the right keywords will set the foundation for the search engine advertising program. It’s all about market segmentation. Market segmentation is the selection of groups of people who will be most receptive to a product and be most likely to purchase or inquire about your offering.

Pay per Click Keyword Selection (Market Segmentation)

One of the keys to successful pay per click marketing begins with the keywords you use. Starting with our Keyword Market Research, identify the right keywords which resonate with your target markets.
Not only is this a matter of choosing the right keywords, but it is critical that you understand market segmentation and appropriately target the keywords. There is a fine balance to be established between developing a PPC campaign that is too broad and too narrowly focused:

Too broad: You’ll pay for lots of clicks with very little conversion of visitors to customers – little or no ROI

Too narrow: You’ll miss potential customers and convertible visitors. You won’t pay much, but you’ll risk being dropped (i.e. Google AdWords).

Internet users are becoming more experienced at searching and now tend to use longer, more specific search strings. You can use this to your advantage as well because the more specific the string, the lower the bid price is likely to be. This will also reduce your expenses for clicks and result in a higher qualified visitor, increasing your conversion chances.
Understand the similarities and differences in the way different pay-per-click search engines qualify and establish keyword placements and rankings. Ideally a good PPC program takes advantage of several providers (i.e. Google and Overture) to maximize user/visitor conversion, playing the strengths and weaknesses of each against each other. This results in maximum ROI for your campaign.

3. Customer Sales Cycle Conversion

Now that you have a potential customer’s attention and have brought that individual into your sphere of influence, can you now turn that person into a paying customer? Remember any visitor driven from a pay per click advertising campaign is no longer an anonymous visitor. This visitor now has a profile, having searched for a particular product or service based on an associated keyword, clicked on a compelling ad or proposition and now is in your web site. Are you providing the proper value propositions based on their customer profile to generate a lead? Is your web site contextualized to every customer segment that you are targeting?

Sales Cycle Conversion or Lead Generation

Getting a search engine user to click on your pay per click link is just the start of the battle to gain a customer. As the saying goes, “That and 50 cents will buy you a cup of coffee.”
You have just paid for a targeted search engine referral to your web site. Will you be able to maintain their interest and finally convert the visitor into a customer? Does your web site address their specific needs? How much investment does that visitor have to make in your web site before finding the information they are looking for?
First, where does that click take them? Does it go to your home page or does it take them to product information or does it take them to an inquiry or form page to capture information for a call back, or a page supported by an analytics program that can track visitor data or start visitor interaction? Most web sites are built to address the general needs of their customers or potential customers. However, web personalization can serve to increase the conversion rate of web visitors by decreasing their time investment of searching for the information they need, and by emulating that 1-1 relationship required to influence their buying decision.
There are numerous online selling systems that help to identify the anonymous web visitor and help to personalize any page that a visitor may land on. These customer relationship management systems work on business rules and general customer behavior patterning, but can be costly. An alternative solution, at least for search engine advertising, where you can control where you drive visitor traffic is to create landing or ghost pages. Landing pages can be tailored to contain your value proposition, additional information and links pertaining to the search engine ad they originated from and various ways that a visitor can contact your company. A pay-per-click interaction should be so powerful that the visitor and that page are the only two things that matter at the moment of the click.

4. PPC Campaign Management

Campaign management is an ongoing process that is dependant on competition and on the pay per click process itself, which is based on a bidding system. Bids can fluctuate on a minute, hourly or daily interval and therefore the position or visibility of your advertising. It is important to manage and optimize against these fluctuations to maintain a solid campaign plan.

Pay per click campaigns are not something you can simply set up and forget until your budget runs out.
A PPC campaign is conducted in a highly competitive auction environment. Remember the reason you’re here – you know certain keywords are valuable and you want to be among the first choices for users. You’re not alone and you can pretty well be assured that whatever you’re willing to pay for a click, someone will be willing to pay more.
Each day there are competitors appearing in the auction and others packing it in. Where the bid price you set might have been too low yesterday, it might be too high tomorrow depending on the competition.
Daily management and sometimes even constant management may be required to ensure that you are able to achieve a Top Three listing placement and to manage your bids. One way this can be done is bid price monitoring.
For example, your two main competitors are already running pay-per-click campaigns for the same keywords you want. Competitor One is willing to pay 75 cents for the first listing position and Competitor Two is willing to pay 45 cents which gives him second position. With proper monitoring, you can identify the opportunity to slip into second place, paying a slight premium over Competitor Two, but without having to spend as much as Competitor One to achieve virtually the same visibility. Maintaining this position requires ongoing monitoring and the agility to respond to changes in your competitors’ tactics.

Pay per click (PPC) Comparisons

You have determined you want a pay per click or cost-per-click campaign; you have determined how much of your marketing budget to devote to it; and you have an idea of the keywords you want to use and know the target user/visitor you are trying to reach.
Where to go depends on many things including the process, reach and target search engines. To get an idea of some considerations, here’s a look at the three top dogs – Google AdWords, Overture Pay-for-Performance and LookSmart:

	Google AdWords	Overture	LookSmart
Speed & Ease of Set-Up	Instant. You set up your account online and within minutes, your ad appears in the search results.	There are two options - Express & Self-Serve* - With Express, it will be 3 business days. With Self-Serve, it will be 3-5 business days.	After you complete the online form, you will be notified of your status within 5 business days. Then it can still take several days to appear in the LookSmart listings. If your submission is rejected you have 30 days to resubmit after you have made the necessary adjustments to your site or you can submit a different URL.
Start-Up Cost	$5 & then you're billed monthly after the clicks have been delivered.	Express - $199* Self-Serve - Free You must also submit a $50 refundable deposit that will be applied to clicks.	Consideration to be listed is $49 (not refundable). You must also pay a $45 refundable deposit to be applied to clicks.
Type of Listing	You appear as a Sponsor listing on the right-hand side of search results. Your ad is ranked based on the price you bid & your click through rate (CTR - the number of times your ad is clicked divided by the number of times your ad is shown).	Search results are listed in order of bid amount for each keyword.	Search results are displayed in order of relevance to the particular keywords. Everyone pays a flat fee, so you have to be relevant to list high.
Click Cost	You specify a maximum bid for each keyword and you are never charged more than a penny more than the next bidder.	You bid how much you will pay for each keyword. Minimum bid is 10 cents.	Each click is a flat fee of 15 cents.
Partners	AOL (USA) & Sympatico.ca. You can opt-out of appearing on the sponsor pages.	MSN, Yahoo!, Netscape, Alta Vista & Lycos/Hot Bot + thousands of other smaller engines and directories. Note: You will only appear in the big directory partners sponsored listings if your bid is in the top 3.	MSN, About, Alta Vista, Netscape + thousands of other smaller engines and directories.
Accept Affiliate Links?	Yes, but you must identify yourself as an affiliate in your ad.	Not likely – your site must have original content that you own and must not redirect to another URL	Not likely - your site must have original content and must not redirect to another URL
Easy to Change Details?	All automated online. Changes are in effect within minutes	All changes made online. They must be approved first, but this is done within a couple of hours.	You must submit a change request and there is a fee.

5. PPC Reporting

Tracking your PPC click-through rate and conversion rates are required for measuring the efficacy of your PPC marketing initiatives. This will also help to determine the return on investment of the marketing campaign and whether to maintain, augment or cancel the initiative. Furthermore, as an added value, the information gathered can help to determine the relative value of customer conversion for each market segment for the purpose of natural positioning.

Knowing how your pay-per-click campaign is performing is crucial not only to its success but to your entire marketing strategy.

Over time, we’ll determine your conversion rate – visitor/lead/customer – of your program and make the appropriate modifications to maintain or increase the conversion rate.
We can also compare your lead generation and click-through data to modify natural/free search engine positioning submissions to increase your overall search engine optimization efforts.
Furthermore, the data gathered on the pay-per-click campaign can be used to improve the success of traditional marketing programs to make sure they resonate with potential customers (i.e. mail campaigns, advertising, in-store displays, etc.

Download PDF of this document here : SlideShare.net/PiyushSrivastava13/ppc-marketing-process

Ref: Salient Marketing PPC Marketing http://www.salientmarketing.com/marketing/ppc/pay-per-click-management.html Go

Google Adwords Certification Exam Sample Test Question & Answers

2012-11-01T12:13:00.000-07:00

Google Adwords Exam 300 Sample Test Questions with correct answers pdf

Found at ebookbrowse.com

Google Algorithm 2012 Updates Resource

2012-10-12T22:21:00.002-07:00

Page Layout #2 — October 9, 2012
Google announced an update to its original page layout algorithm change back in January, which targeted pages with too many ads above the fold. It's unclear whether this was an algorithm change or a Panda-style data refresh.
It’s “Top Heavy 2″ As Google Rolls Out Update To Its Page Layout Algorithm (SEL)
Google Page Layout Algorithm Officially Updated (SER)

Penguin #3 — October 5, 2012
After suggesting the next Penguin update would be major, Google released a minor Penguin data update, impacting "0.3% of queries". Penguin update numbering was rebooted, similar to Panda - this was the 3rd Penguin release.
Google Penguin Update 3 Released, Impacts 0.3% Of English-Language Queries (SEL)
Google Released 3rd Penguin Update: Not Jarring Or Jolting (SER)

August/September 65-Pack — October 4, 2012
Google published their monthly (bi-monthly?) list of search highlights. The 65 updates for August and September included 7-result SERPs, Knowledge Graph expansion, updates to how "page quality" is calculated, and changes to how local results are determined.
Search quality highlights: 65 changes for August and September (Google)

Exact-Match Domain (EMD) Update — September 27, 2012
Google announced a change in the way it was handling exact-match domains (EMDs). This led to large-scale devaluation, reducing the presence of EMDs in the MozCast data set by over 10%. Official word is that this change impacted 0.6% of queries (by volume).
Google's EMD Algo Update - Early Data (SEOmoz)
The EMD Update: Google Issues “Weather Report” Of Crack Down On Low Quality Exact Match Domains (SEL)

Panda #20 — September 27, 2012
Overlapping the EMD update, a fairly major Panda update (algo + data) rolled out, officially affecting 2.4% of queries. As the 3.X series was getting odd, industry sources opted to start naming Panda updates in order (this was the 20th).
20th Google Panda Algorithm Update: Fairly Major (SER)
How Do You Know If Google Panda Or EMD Hurt Your Site? (SER)

Panda 3.9.2 — September 18, 2012
Google rolled out another Panda refresh, which appears to have been data-only. Ranking flux was moderate but not on par with a large-scale algorithm update.
Google Rolls Out Panda 3.9.2 Refresh (SER)
Panda Update 3.92 Rolling Out (Or Is It Panda 20 Time?) (SEL)

Panda 3.9.1 — August 20, 2012
Google rolled out yet another Panda data update, but the impact seemed to be fairly small. Since the Panda 3.0 series ran out of numbers at 3.9, the new update was dubbed 3.9.1.
Confirmed: Google Panda 3.9.1 Update (SER)
Google Panda Refresh On August 19th: Version 3.9.1 (SEL)

7-Result SERPs — August 14, 2012
Google made a significant change to the Top 10, limiting it to 7 results for many queries. Our research showed that this change rolled out over a couple of days, finally impacting about 18% of the keywords we tracked.
SERP Crowding & Shrinkage: It's Not Your Imagination (SEOmoz)
7 Is The New 10? Google Showing Fewer Results & More From Same Domain (SEL)

DMCA Penalty — August 10, 2012
Google announced that they would start penalizing sites with repeat copyright violations, probably via DMCA takedown requests. Timing was stated as "starting next week" (8/13?).
An update to our search algorithms (Google)
The Emanuel Update: Google Will Penalize Sites Repeatedly Accused Of Copyright Infringement (SEL)

June/July 86-Pack — August 10, 2012
After a summer hiatus, the June and July Search Quality Highlights were rolled out in one mega-post. Major updates included Panda data and algorithm refreshes, an improved rank-ordering function (?), a ranking boost for "trusted sources", and changes to site clustering.
Search quality highlights: 86 changes for June and July (Google)
Google’s June-July Updates: Site Clustering, Sitelinks Changes & Focus On Page Quality (SEL)

Panda 3.9 — July 24, 2012
A month after Panda 3.8, Google rolled out a new Panda update. Rankings fluctuated for 5-6 days, although no single day was high enough to stand out. Google claimed ~1% of queries were impacted.
Official: Google Panda 3.9 Refresh (SER)

Link Warnings — July 19, 2012
In a repeat of March/April, Google sent out a large number of unnatural link warnings via Google Webmaster Tools. In a complete turn-around, they then announced that these new warnings may not actually represent a serious problem.
Insanity: Google Sends New Link Warnings, Then Says You Can Ignore Them (SEL)
Google Sends Out New Batch Of Unnatural Link Notifications (SER)

Panda 3.8 — June 25, 2012
Google rolled out another Panda data refresh, but this appeared to be data only (no algorithm changes) and had a much smaller impact than Panda 3.7.
Official Google Panda Update Version 3.8 On June 25th (SEL)
Google Panda 3.8 Live: June 25th & Refresh Only (SER)

Panda 3.7 — June 8, 2012
Google rolled out yet another Panda data update, claiming that less than 1% of queries were affect. Ranking fluctuation data suggested that the impact was substantially higher than previous Panda updates (3.5, 3.6).
Confirmed: Google Panda 3.7 Update (SER)
The Bigfoot Update (AKA Dr. Pete Goes Crazy) (SEOmoz)

May 39-Pack — June 7, 2012
Google released their monthly Search Highlights, with 39 updates in May. Major changes included Penguin improvements, better link-scheme detection, changes to title/snippet rewriting, and updates to Google News.
Search quality highlights: 39 changes for May (Google)
Google’s May Updates: Inorganic Backlinks, Page Titles, Fresh Results & More (SEL)

Penguin 1.1 — May 25, 2012
Google rolled out its first targeted data update after the "Penguin" algorithm update. This confirmed that Penguin data was being processed outside of the main search index, much like Panda data.
Google Releases Penguin Update 1.1 (SEL)

Knowledge Graph — May 16, 2012
In a major step toward semantic search, Google started rolling out "Knowledge Graph", a SERP-integrated display providing supplemental object about certain people, places, and things. Expect to see "knowledge panels" appear on more and more SERPs over time. Also, Danny Sullivan's favorite Trek is ST:Voyager?!
Introducing the Knowledge Graph: things, not strings (Google)
Google Launches Knowledge Graph To Provide Answers, Not Just Links (SEL)

April 52-Pack — May 4, 2012
Google published details of 52 updates in April, including changes that were tied to the "Penguin" update. Other highlights included a 15% larger "base" index, improved pagination handling, and a number of updates to sitelinks.
Search quality highlights: 52 changes for April (Google)
Google’s April Updates: Bigger & Tiered Index, Document Ranking, Sitelink Changes & More (SEL)

Panda 3.6 — April 27, 2012
Barely a week after Panda 3.5, Google rolled out yet another Panda data update. The implications of this update were unclear, and it seemed that the impact was relatively small.
Confirmed: Panda Update 3.6 Happened On April 27th (SEL)

Penguin — April 24, 2012
After weeks of speculation about an "Over-optimization penalty", Google finally rolled out the "Webspam Update", which was soon after dubbed "Penguin." Penguin adjusted a number of spam factors, including keyword stuffing, and impacted an estimated 3.1% of English queries.
Another step to reward high-quality sites (Google)
The Penguin Update: Google’s Webspam Algorithm Gets Official Name (SEL)
Google Penguin Update Recovery Tips & Advice (SEL)
Two Weeks In, Google Talks Penguin Update, Ways To Recover & Negative SEO (SEL)

Panda 3.5 — April 19, 2012
In the middle of a busy week for the algorthim, Google quietly rolled out a Panda data update. A mix of changes made the impact difficult to measure, but this appears to have been a fairly routine update with minimal impact.
Google Mocks Me For Missing Panda 3.5 (SER)

Parked Domain Bug — April 16, 2012
After a number of webmasters reported ranking shuffles, Google confirmed that a data error had caused some domains to be mistakenly treated as parked domains (and thereby devalued). This was not an intentional algorithm change.
Dropped In Rankings? Google’s Mistake Over Parked Domains Might Be To Blame (SEL)
Updated: Google Update April 2012? Over SEO Penalty? (SER)

March 50-Pack — April 3, 2012
Google posted another batch of update highlights, covering 50 changes in March. These included confirmation of Panda 3.4, changes to anchor-text "scoring", updates to image search, and changes to how queries with local intent are interpreted.
Search quality highlights: 50 changes for March (Google)
Google’s March Updates: Anchor Text, Image Search, Navigational Search & More (SEL)

Panda 3.4 — March 23, 2012
Google announced another Panda update, this time via Twitter as the update was rolling out. Their public statements estimated that Panda 3.4 impacted about 1.6% of search results.
Google Says Panda 3.4 Is ‘Rolling Out Now’ (SEL)

Search Quality Video — March 12, 2012
This wasn't an algorithm update, but Google published a rare peek into a search quality meeting. For anyone interested in the algorithm, the video provides a lot of context to both Google's process and their priorities. It's also a chance to see Amit Singhal in action.
Video! The search quality meeting, uncut (Google)

Panda 3.3 — February 27, 2012
Google rolled out another post-"flux" Panda update, which appeared to be relatively minor. This came just 3 days after the 1-year anniversary of Panda, an unprecedented lifespan for a named update.
Google Confirms Panda 3.3 Update (SEL)
Confirmed: Google Panda 3.3 (SER)

February 40-Pack (2) — February 27, 2012
Google published a second set of "search quality highlights" at the end of the month, claiming more than 40 changes in February. Notable changes included multiple image-search updates, multiple freshness updates (including phasing out 2 old bits of the algorithm), and a Panda update.
Search quality highlights: 40 changes for February (Google)

Venice — February 27, 2012
As part of their monthly update, Google mentioned code-name "Venice". This local update appeared to more aggressively localize organic results and more tightly integrate local search data. The exact roll-out date was unclear.
Understand and Rock the Google Venice Update (SEOmoz)
Google Venice Update – New Ranking Opportunities for Local SEO (Catalyst eMarketing)

February 17-Pack — February 3, 2012
Google released another round of "search quality highlights" (17 in all). Many related to speed, freshness, and spell-checking, but one major announcement was tighter integration of Panda into the main search index.
17 search quality highlights: January (Google)
Google’s January Search Update: Panda In The Pipelines, Fresher Results, Date Detection & More (SEL)

Ads Above The Fold — January 19, 2012
Google updated their page layout algorithms to devalue sites with too much ad-space above the "fold". It was previously suspected that a similar factor was in play in Panda. The update had no official name, although it was referenced as "Top Heavy" by some SEOs.
Page layout algorithm improvement (Google)
Pages With Too Many Ads “Above The Fold” Now Penalized By Google’s “Page Layout” Algorithm (SEL)

Panda 3.2 — January 18, 2012
Google confirmed a Panda data update, although suggested that the algorithm hadn't changed. It was unclear how this fit into the "Panda Flux" scheme of more frequent data updates.
Confirmed: Google Panda 3.2 Update (SEW)
Google Panda 3.2 Update Confirmed (SEL)

Search + Your World — January 10, 2012
Google announced a radical shift in personalization - aggressively pushing Google+ social data and user profiles into SERPs. Google also added a new, prominent toggle button to shut off personalization.
Search, plus Your World (Google)
Real-Life Examples Of How Google’s “Search Plus” Pushes Google+ Over Relevancy (SEL)

January 30-Pack — January 5, 2012
Google announced 30 changes over the previous month, including image search landing-page quality detection, more relevant site-links, more rich snippets, and related-query improvements. The line between an "algo update" and a "feature" got a bit more blurred.
30 search quality highlights - with codenames! (Google)
Google Announces “Megasitelinks,” Image Search Improvements & Better Byline Dates (SEL)

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SEO Strategies For 2015: Every Company Needs to Master

Moz SEO Expert Quiz Answer with Explantion | Latest SEO Questions

1. The maximum length of titles displayed in Google's search result is typically:

2. In the following HTML snippet: <a href="http://moz.com" title="SEO"><img src="img/software.jpg" alt="Marketing" title="Tools" width="100" weight="100"></a> What is considered the anchor text of the link?

3. When is using rel="nofollow" NOT appropriate?

4. Which of the following types of sitemaps is NOT supported by Google?

5. What is the maximum number of URLs typically allowed in an XML sitemap file?

6. In the following URL: http://store.example.com/category/keyword?id=123#top "store" represents the ____ and "com" is the ________

What is the optimal HTTP status code to permanently remove a URL from Google's index?

Which HTTP status code is best to serve when your site is down for maintence?

True or false: A 301 redirect passes roughly the same link equity as using the rel="canonical" tag.

Which of the following would be the best choice of URL structure (for both search engines and humans)?

How can meta description tags help with the practice of search engine optimization?

The de-facto version of a page located on the primary URL you want associated with the content is known as:

Which HTTP server response code indicates a file that no longer exists? (File Not Found)

Which HTTP server response code indicates a page that has been permanently relocated and all links to the old page will pass their influence to the new page location?

If you want a page to pass value through its links, but stay out of the search engines' indices, which of the following tags should you place in the header?

If these URLs have the same content, example.com/avocado and example.com/avocado/ are technically considered duplicate content and should be fixed.

Which of the following methods is best used to handle duplicate-content URLs that include parameters or tracking code?

If you have a page at www.example.com/page1, which of the following robots.txt directives prevents search spiders from crawling the URL?

High-quality links to a site's homepage may help to increase the ranking ability of deeper pages on the same domain.

Pages generated by search results (Search within Search) are a good way to add content to your site.

Google's Panda update was also known as the ______ update.

In general, internal links pass about the same value as external links.

Which of the following links is likely to pass the most value from a single page?

What link format is used to fight blog comment spam?

To give credit for duplicate content that appears on another site, use...

If a page includes more than one rel="canonical", Google will...

True or false: rel="canonical" can be used to point to content on a different domain.

The X-Robots-Tag should be located:

Of the following, the best way to keep a URL from appearing in search results is:

If the robots <META> tag is missing, the default is:

The default file type for your sitemap is:

When including Open Graph (OG) tags on a webpage, which of the following is NOT a required property?

True or false: For best results, incorporate authorship markup on every page of your website, including the homepage and category pages.

All other factors being equal, which would be the most desirable link profile?

Which group of ranking factors do SEOs generally consider to have the largest influence on rankings?

Google's recommended format to implement structured data is:

Implementing structured data may help:

Implementing authorship on your content:

Google's recommended actions for paginated content include:

In the following attribute: hreflang="en-US", "en" is the _____ and "US" is the _____.

Which of the following URL structures is NOT recommended to signal language targeting?

Which element of a link does Google NOT consider?

Which of the following statements about anchor text is true?

Which of these concepts has Google filed a (now public) patent about?

Google+ influences Google's search results in which of the following ways:

What does the phrase "social shares and higher search rankings in Google are well-correlated" mean?"

Which type(s) of Google's vertical search results require the submission of an XML sitemap in order to appear?

What are valid reasons why your webpage's title may not appear in Google's search results exactly as it does in the page title element in your HTML?

Which of the following are true about the growth of mobile vs. desktop search in Google?

Which type of link has NOT been mentioned by Google as being risky for SEO?

Tips For Google AdWords Beginners

Google Analytics Platform Principles - Certificate Question Answers

Google Analytics Platform Principles – Certificate (Final Assessment)

analyticsacademy.withgoogle.com/course02

What are the four main components of the Google Analytics platform? (select all that apply)

The tracking code in Google Analytics: (select all that apply)

Which Analytics tracking technology would you use to collect how users interact with a web-connected ticket kiosk?

Google Analytics can only recognize returning users on websites, not on mobile apps.

During data processing, Google Analytics:

6. In the following URL: http://store.example.com/category/keyword?id=123#top "store" represents the and "com" is the ____

In the following attribute: hreflang="en-US", "en" is the _ and "US" is the _.