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An advertiser implements target cost-per-acquisition (CPA) bidding and notices that the campaigns are receiving fewer conversions. What could help increase the number of conversions?

  1. Specify the bid amount for each individual campaign
  2. Try a different automated bid strategy
  3. Increase the target CPA bid
  4. Set the campaign budget to a 30-day cycle

100% Correct Answer

  • Increase the target CPA bid

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Google Ads Search Advertising Certification Exam Answers

Google AdWords Search Advertising Certification Exam Answers

  1. Which best describes the relationship between maximum cost-per-click (CPC) bids and Ad Rank?
  2. What information does the Conversion Optimizer need in order to find the optimal cost-per-click (CPC) bid for an ad each time the ad is eligible to appear?
  3. A florist is advertising five types of flowers, including red roses. When a user types the phrase “red roses” into Google, the advertiser’s ad is displayed and clicked on. Which landing page is more likely to convert to a sale?
  4. You can add a ‘+’ modifier in front of broad match keywords to…
  5. A user clicks on an ad promoting a sale on sneakers. Upon clicking, the user is taken to a page that does not contain sneakers, but rather discount sunglasses. The user also encounters pop-ups while trying to navigate the site. What should the advertiser do to improve the user’s experience?
  6. Often, the “last click” before a conversion gets all the credit. But there are often assist clicks and assist impressions that help guide your customers to conversion. Which built-in AdWords report can show you this performance data?
  7. An advertiser attempts to enable Conversion Optimizer but the feature is not available in the account. Which is the most likely reason?
  8. Which approach to bidding is best suited to maximize profit?
  9. An advertiser notices that the clickthrough rate (CTR) in one ad group has significantly decreased throughout the past few weeks. What could this advertiser do in an attempt to increase CTR and maintain relevant website traffic?
  10. If the query “Seattle plumbers” is entered into Google, Google will use the location term that is part of the query to show ads:
  11. In a Reach and Frequency report, “Frequency” is defined as the:
  12. The keyword insertion code in an ad’s headline reads: “Buy {KeyWord:Books}.” The related ad appeared when a user searched “flower books” and the query expanded to a broad-matched keyword in the account, “gardening books.” In this example, how would the ad’s headline be displayed?
  13. What kind of click volume increase is likely to be immediately filtered from an AdWords campaign?
  14. You’re an independent consultant selling an ebook you wrote about Search Engine Marketing for $50. You have campaigns across multiple online advertising platforms: search networks, display networks, & other advertising networks. Which approach to CPA targets and budget is best suited to maximize your total profit?
  15. What is a benefit of using the AdWords Application Programming Interface (API)?
  16. You own a pizzeria in downtown Chicago. With call extensions, a customer who searches for pizza on her mobile phone can see your ad along with your phone number and make the call with one click. How is that priced?
  17. In order to achieve the best performance possible from text ads, which is a best practice that should be followed?
  18. How should advertisers use their websites to help them structure their accounts?
  19. How might an advertiser compare, over time, two campaign metrics such as “cost per conversion” and “cost”?
  20. An advertiser enabled Conversion Optimizer and noticed a decrease in the number of conversions. What could have caused this decrease to occur?
  21. To improve the performance of an ad group on the Search Network, advertisers should create ad groups containing:
  22. Which is the quickest way to add a long list of locations to target in an AdWords campaign?
  23. Jane’s e-commerce site sells a wide variety of bicycle equipment. She wants to estimate her profit-per-conversion for each ad group to get a sense of which ad groups are immediately profitable in the short term. Which formula best estimates Jane’s profit-per-conversion before advertising expenses?
  24. You are CEO of a small e-commerce shop and your team is debating AdWords performance metrics to maximize profit. Budget is unlimited as long as ROI is positive. Whose recommendations most effectively position you for maximum profit?
  25. Which AdWords feature is compatible with Conversion Optimizer?
  26. Which is a recommended action for new mobile preferred ad creative?
  27. Business listings in Google Places can be:
  28. Reviewing “Keyword details” data on the Keywords tab will help advertisers to identify:
  29. Which is the next stage of detection in an AdWords account, if Google’s automatic filtering system does not successfully remove all potentially invalid clicks?
  30. You are launching a new campaign selling stylish office furniture. You would like to grow it to maximize profit for all traffic available on your current keywords. If only allowed one cycle, which order of steps below is most likely to capture the most profit?
  31. An advertiser that uses ad scheduling has a custom bid adjustment for 9pm- 12am on weeknights. The normal bid is USD$0.40 and the bid multiplier is 75%. How much is the advertiser bidding between 9pm-12am on weeknights?
  32. An advertiser has several keywords set to broad match and would like to see the actual search queries that triggered his ads. This information can be found in the:
  33. In a Reach and Frequency report, “Reach” is defined as the:
  34. Which feature distinguishes location extensions from regional and customized campaign targeting?
  35. How can advertisers see specific search queries that have caused their ads to show, even if those queries are not keywords within their accounts?
  36. What are Sitelinks?
  37. An advertiser can apply mobile bid adjustments at which of the following levels?
  38. Which determines a keyword’s clickthrough rate (CTR)?
  39. Jane uses AdWords to promote her online shoe store and her conversion rate has remained constant over the last year. While checking her web server logs for December, she notices she sometimes gets two clicks from the same IP address within a few minutes. The most likely cause of this is:
  40. Information an advertiser would find in the Change History tool would be:
  41. An advertiser who sells laptop computers only wants to reach consumers who are ready to make an immediate purchase online. When building the keyword list for an ad group, the advertiser should include:
  42. AdWords Editor allows users to:
  43. If an advertiser has the same keyword in two different ad groups, the one to win a given auction will be the keyword with the:
  44. Which are key elements to keep in mind when optimizing a landing page for AdWords?
  45. An advertiser in Canada wants to view ads as they would appear to users in Mexico. Which tool should this advertiser use to accomplish this goal?
  46. Linking your Google+ Page to your AdWords account…
  47. AdWords Campaign Experiments allow you to…
  48. How does Conversion Optimizer use an advertiser’s cost-per-acquisition (CPA) bid to determine the optimal equivalent cost-per-click (CPC) bid for each auction?
  49. Bud would like to test new logic in his application that uses the AdWords Application Programming Interface (API) without modifying his live AdWords campaigns. Which tool would allow him to do this?
  50. On which tab can advertisers see credits for invalid clicks within their AdWords accounts?
  51. Advertisers can provide physical address information about their businesses through Google Places accounts. Ads that include this type of information are eligible to show on:
  52. An advertiser notices that clicks have suddenly increased and is concerned that they might be due to invalid activity. What is the first thing the advertiser should do to investigate this situation?
  53. You are gaining a reputation as a true wizard of AdWords and just won a multi- million dollar client to consult on bidding strategy. Your new client asks you to set bids that maximize profit, focus on the top 3 positions, and minimize CPA. How can you most effectively meet their goals?
  54. An advertiser runs a report at the Campaign level and includes invalid clicks statistics. The report indicates that 20% of clicks received during the selected time period were invalid. This means that the invalid clicks were:
  55. An advertiser made edits to an AdWords ad and noticed that the position of the ad decreased. What is the most likely cause for the decrease in position?
  56. Which is a benefit of using AdWords Editor?
  57. Automatic cost-per-click (CPC) bidding attempts to get advertisers the most:
  58. You’re running a Search campaign for an accounting software provider that wants to estimate lifetime customer value as a primary benchmark for performance. They charge $10/mo for Basic service and $20/mo for Pro. Which formula best describes their average lifetime customer value across all service offerings?
  59. Which can be specified at the campaign level?
  60. Where on an e-commerce website should an advertiser install the AdWords Conversion Tracking code?
  61. An advertiser’s ad is not appearing in the Ad Preview and Diagnosis Tool when exact keywords are queried. Which action would help the advertiser to determine why the ad is not showing?
  62. Which scenario would record to two conversions (1-per-click)?
  63. Which is a benefit of linking a Google Places account to an AdWords campaign?
  64. In an AdWords account, which statistic is viewable for each ad group?
  65. How could an advertiser determine the most profitable keywords within a campaign?
  66. Megan enabled Conversion Optimizer in all six of her campaigns. How can she tell if Conversion Optimizer is improving campaign performance?
  67. What can be learned from a Search Funnel?
  68. If multiple individuals make changes to one AdWords account, upon opening the account in AdWords Editor, they should:
  69. An advertiser selling anti-bacterial toothbrushes wants to invest in their brand with a set marketing budget. They want another campaign that maximizes profit as long as ROI is positive. Which account structure achieves both goals?
  70. Given four Search campaigns that run out of daily budget, three can likely benefit from bidding or budget changes. Which is most likely configured effectively as is?
  71. An advertiser wants to increase the position of an ad on Google, but is not willing to raise bids to accomplish this goal. What else should the advertiser do in an attempt to increase Ad Rank?
  72. It is important to identify specific goals for an AdWords campaign, so that the advertiser can then:
  73. At which level of an AdWords account can an advertiser make changes to network and location targeting settings?
  74. You are tracking conversions in a budget-constrained campaign. If you raise CPC bids within the budget constraint, which result is most likely?
  75. Each of the following are benefits you’d expect from Product Listing Ads except…
  76. A high Quality Score can:
  77. Advertisers who check web server logs may find their ads received multiple clicks from a single Internet Protocol (IP) address. This could be a result of:
  78. Intergalactic Teleportation Inc uses AdWords to generate leads for their sales team. Leads are tracked by Conversion Tracking via a Contact Sales form. The sales team converts 10% of leads into deals. For each deal an additional 15% of business is gained from word-of-mouth. Which formula best describes value-per-conversion?
  79. What is the definition of actual CPC?
  80. An advertiser targeting only France determines that clicks have been received from users in Switzerland. Why might clicks outside of the target location occur?
  81. Sarah manages 2 AdWords accounts for a client. Which tool would she use to search and replace a group of keywords across several ad groups?
  82. An advertiser who sells designer dresses is selecting a landing page to pair with new ads for spring dresses. A good landing page for the spring dress collection ads would display:
  83. A new coffeehouse downtown would like to run an “afternoon espresso” promotion to increase sales during the afternoon hours on weekdays. Which AdWords feature is most effective for preventing their search ads from appearing at night or on weekends?
  84. Local Google+ pages created on Google My Business can be:
  85. An advertiser gets more conversions from ads that appear to people in Paris. What should this advertiser do to try and increase the number of conversions?
  86. The keyword insertion code in an ad’s headline is “Buy {KeyWord:Books}.” The ad appears when someone searches on “flower books” and the query matches a broad match keyword, “gardening books.” How would the headline read?
  87. Having launched her first Search campaign, Asha wants to know just how many calls are being generated from the number in her ads, on her website, or clicks on a phone number on her mobile website. What conversion source should she track?
  88. Joanna would like to direct users to specific pages on her website directly from her text ads, in addition to her ad’s final URL. What feature should she make sure to include in the formatting of her text ads to accomplish this goal?
  89. ”Mobile app engagement” campaigns can be used to:
  90. A client is asking you why he should evaluate the number of clicks on his search ads relative to the number of impressions received. What should you tell him?
  91. A client wants to get more clicks on his ad and also raise his Quality Score. Which of these actions may get him more clicks but won’t raise his Quality Score?
  92. A florist is advertising 5 types of bouquets, including those with roses. Which landing page is more likely to convert to a sale when someone searches on “roses”?
  93. A florist is advertising five types of flowers, including red roses. When a user types the phrase “red roses” into Google, the advertiser’s ad is displayed and clicked on. Which landing page is more likely to convert to a sale?
  94. A furniture store owner is creating her first AdWords campaign. What’s the best way to group her products?
  95. A new client wants to promote his 3 Indian restaurants, in different areas of London, to people searching for places to eat. How might you organize his account?
  96. A successful AdWords text ad:
  97. A user conducts a search on the term “laptop computers” and clicks on an ad. Which landing page would be the most relevant to that user?
  98. According to 2015 Google Trends data, which term would consumers on mobile phones be most likely to type in a search engine?
  99. According to Google data, 70% of mobile searchers who’ve recently made a purchase have:
  100. According to Google data, after seeing an ad on their smartphone, more than half of people:
  101. According to Google data, among consumers who conduct a local search on their smartphone, how many then visit a store within a day?
  102. AdWords Editor lets users do all of these things except:
  103. After searching for shoes, Sean clicks on an ad promoting a sale on sneakers, which has several pop-ups. What should the advertiser do to improve Sean’s experience?
  104. An ad group contains the phrase-matched keyword “underwater camera.” Which search query may trigger an ad in this ad group to be shown?
  105. An ad group contains the phrase-matched keyword “underwater camera.” Which search query may trigger an ad in this ad group to display?
  106. An advertiser attempts to enable target cost-per-acquisition (CPA) bidding but the option isn’t available. The most likely reason is that the advertiser:
  107. An advertiser enables target cost-per-acquisition (CPA) bidding and notices that conversions decrease. What might cause this?
  108. An advertiser implements target cost-per-acquisition (CPA) bidding and notices that the campaigns are receiving fewer conversions. What could help increase the number of conversions?
  109. An advertiser makes edits to an ad and notices that its position is lower than that of the previous version. What’s the most likely cause?
  110. An advertiser selling computer monitors is writing new ad text for an existing ad group. Which meets AdWords editorial and professional requirements?
  111. An advertiser targeting only France determines that clicks have been received from people in Switzerland. Why might this happen?
  112. An advertiser wants to improve the position of ads on Google but isn’t willing to raise bids. What else could increase Ad Rank?
  113. An advertiser who sells designer dresses is selecting a landing page to pair with ads for a collection of spring dresses. A good landing page would show:
  114. An advertiser who uses ad scheduling has a custom bid adjustment for 9 p.m. to 12 a.m. on weeknights. The normal bid is US$0.40 and the bid multiplier is -25%. How much is the advertiser bidding for that time period?
  115. An advertiser who works for a large company wants to make frequent, specific changes to bids based on criteria for more than 100,000 keywords. Which would be the most efficient tool for that advertiser to use?
  116. Assuming default cookie expiration timing, a conversion (1-per-click) is recorded when:
  117. Based on AdWords editorial and professional requirements, which headline is most likely to generate clicks?
  118. Blake is selling baseball caps and using conversion tracking. What information might he learn from the conversion tracking data?
  119. Chanara, a senior account manager at a large digital agency, likes having an AdWords manager account. What can she do with a manager account that she can’t do with an individual account?
  120. Customers who want to increase app downloads should use which campaign type?
  121. Daley is managing multiple AdWords accounts for a grocery store chain and using conversion tracking. What might make her daily AdWords tasks simpler?
  122. Data shows that your client’s ad that appears to people in San Francisco gets 120 conversions at a cost of US$1200 and cost-per-acquisition (CPA) of US$10, while ads showing in Houston get 70 conversions at a cost of US$1400 and CPA of US$20. If you have a CPA goal of US$12, what bid adjustment would you set for each location?
  123. Drew is selling math textbooks and using cost-per-click (CPC) bidding for his campaign. What’s the final cost each time his ad is clicked?
  124. Dustin wants to write a great text ad that will get people’s attention when they’re searching on Google. What should he do to generate the most clicks?
  125. Dynamic search ads would be most helpful for:
  126. Each of these are benefits you’d expect from Shopping ads except:
  127. Exact Match Impression Share metrics:
  128. Executives at a small e-commerce company are debating AdWords performance metrics. If the budget is unlimited as long as return on investment (ROI) is positive, which recommendation best positions the company for maximum profit?
  129. Fran decides to use custom ad scheduling to promote her farm-to-table restaurant. Why did she choose this option?
  130. Hannah is having a sale. In her ads, she wants to include the amount of time left in the sale. What’s the best way to do this?
  131. Heather has a mobile app she wants people to keep using once they’ve downloaded it. How can she make it more engaging?
  132. High quality ratings for an ad can:
  133. How does target cost-per-acquisition (CPA) bidding determine the optimal cost-per-click (CPC) bid?
  134. How might you explain to an account manager why she should identify how much a conversion costs when setting up conversion tracking for a client’s Search Network campaign?
  135. How would you determine the clickthrough rate (CTR) for a client’s search ads?
  136. How would you explain the importance of ad impressions to a client who’s concerned that her Search Network campaign is generating impressions but no clicks?
  137. If an advertiser has the same keyword in 2 different ad groups, the one entered in a given auction will have the:
  138. If you choose a target cost-per-acquisition (CPA) of US$15, AdWords will automatically adjust your bids to try to get as many conversions at what amount, on average?
  139. If you want to prioritize downloads of your mobile app instead of visits to your mobile site, you should:
  140. If you want to target ads to only people who speak Spanish, you can:
  141. If you’re currently using text, display, and video ads but also want to more specifically control spending on ads that appear when someone searches on Google, which additional campaign type would you choose?
  142. If your campaign’s daily budget is US$20, how much of your budget can be spent to show your ads on certain days, based on fluctuations in traffic?
  143. In an AdWords account managed by multiple users, one user noticed a surprising jump in impressions. Where should this user look for details on what might have created the impression increase?
  144. In order to differentiate ads from those of competitors, advertisers should:
  145. Jonathan, who has a Bay Area sailing excursion business, notices that his text ads show below a competitor’s in search results when people enter keywords like “sailing excursions on San Francisco Bay.” Which automated bid strategy could help him attain the top position?
  146. Jose has a limited AdWords budget, and his ads aren’t showing as often as he wants. How might he improve results without spending more money on the campaigns limited by budget?
  147. Keyword Planner can do all of these things except:
  148. Maria would like to target people who’ve already browsed her online clothing boutique by offering them a 10% discount on their first purchase. What tool should she use to reach these people on the Search Network?
  149. Megan enabled target cost-per-acquisition (CPA) bidding in all 6 of her campaigns. How can she tell if it’s improving her campaign performance?
  150. Nick sells 5 flavors of gourmet popcorn. Why is he bundling ads for his best-selling flavor, “Sweet & spicy coconut,” with related keywords like “coconut snacks” in a single ad group?
  151. Obi added a sitelink extension to her text ad and and wants it to show as often as possible. What’s the best way to achieve this?
  152. One factor the AdWords system uses to calculate an ad’s actual cost-per-click (CPC) is the:
  153. One reason for using Conversion Optimizer is to:
  154. Return on investment (ROI) information can help you manage a client’s campaign by helping you determine how to:
  155. Roxanne’s online estate-jewelry sales are lagging despite running a great text ad. What else might she do to drive sales?
  156. Search terms report data shows that people who click on ads promoting your prescription glasses were searching for terms like “wine glasses” and “drinking glasses.” Which might you add as negative keywords to prevent your ads from showing on such searches?
  157. Small-business owner Marcos set up his AdWords campaign by thinking of “obvious” keywords off of the top of his head. What’s one way he might improve them?
  158. Someone searches on “laptop computers” and clicks an ad. Which landing page would be most relevant?
  159. The AdWords Application Programming Interface (API) allows developers to use applications that:
  160. The automated “Maximize clicks” bid strategy attempts to get advertisers the most:
  161. The format of a Shopping ad is different from that of a standard text ad in that it includes:
  162. The IP Exclusion tool allows advertisers to:
  163. The majority of consumers want ads customized to their:
  164. The owners of a coffeehouse would like to run an “afternoon espresso” promotion to increase sales on weekdays. Which AdWords feature would be most effective for preventing their search ads from appearing at night and on weekends?
  165. The purpose of a developer or authentication token is to track:
  166. The strategic use of different marketing channels affects:
  167. To create a customer experience that’s relevant and useful at every touchpoint, a search advertiser should focus on:
  168. To get an idea of whether you should continue to run a Search Network campaign on search partner sites, you can:
  169. To optimize a client’s campaign to get the most out of her mobile advertising, you can:
  170. True or false: Adding an extension to a text ad improves an advertiser’s Quality Score.
  171. True or false: If you’d prefer to reach as many people as possible, use exact match or phrase match keywords.
  172. True or false: Shopping ads use Merchant Center product data to decide how and where to show ads.
  173. What can you learn from attribution reports?
  174. What information does a target cost-per-acquisition (CPA) bid strategy need in order to find the optimal cost-per-click (CPC) bid for an ad each time it’s eligible to appear?
  175. Which ad rotation setting shows all ads in an ad group, even those with a lower clickthrough or conversion rate?
  176. Which allows advertisers to automate AdWords reporting and campaign management?
  177. Which best describes the relationship between maximum cost-per-click (max. CPC) bids and Ad Rank?
  178. Which conversion metric can give you more insight into how your ads drive conversions on mobile phones, computers, and tablets?
  179. Which is a best practice for creating a mobile-preferred ad?
  180. Which is a best practice for optimizing a landing page for AdWords?
  181. Which is a best practice for writing an effective text ad?
  182. Which lets you change keywords, campaigns, ads, ad groups, and product groups?
  183. Which of these statements is true?
  184. Which option can you use to capture potential business later in the day, even on a limited budget?
  185. Which report and metric should you analyze to see how often your client’s ads are showing above search results in comparison with other advertisers?
  186. Which statement about ad extensions isn’t true?
  187. Which statement is true?
  188. Why would the data for a Search Network campaign show conversions but no view-through conversions?
  189. With call extensions, a customer who searches for Thai food on her mobile phone can see an ad for a Thai restaurant, along with a phone number, and make the call with one click. How is that priced?
  190. Yoon, who sells designer jeans, has a mobile app to help women determine what leg style looks best on their body type. What could she do to bring in more prospective customers?
  191. You can add a “+” modifier in front of the words in a broad match keyword to:
  192. You can use target cost-per-acquisition (CPA) bidding to help:
  193. You can use the AdWords Application Programming Interface (API) to:
  194. You have a budget of US$75 per day for your client’s Search campaign, and you’d like to set a maximum cost-per-click (max. CPC) bid of US$1. How can you validate that this is the right bid amount for getting the most clicks?
  195. You have a food truck and want to reach people who are nearby on their mobile phones. Your maximum cost-per-click (max. CPC) bid is US$1. You set a mobile bid adjustment of +20% and a location bid adjustment of +50%. What’s the final bid amount?
  196. You have a friend starting her first AdWords campaign. What would you suggest about how to choose keywords?
  197. You have a maximum cost-per-click (max. CPC) bid of US$2 for a keyword. To determine the prospective impact of raising this bid to US$3, you could use:
  198. You have an online electronics business and you’ve set up an ad group for digital cameras. What keywords could make this ad group as effective as possible?
  199. You manage the campaigns for a baby stroller manufacturer that sells its products online and through large retailers. To calculate the total profits from these campaigns, you should:
  200. You manage the campaigns for a client that runs a wine tour business in Florence. The ads have stopped showing on Google. If the budget is limited, what might help make sure the ads show?
  201. You might analyze exact match impression share data to get an idea of:
  202. You own a bed and breakfast in southern France and want to target English-speaking tourists looking for accommodations after they’ve arrived in France. What language and location should you target?
  203. You own a pet-supply store with various category pages on your website, and you’ve set up a tracking template so you can manage tracking and redirect information. Your final URL for the keyword “dog treats” could be something like:
  204. You sell chocolate and want to tailor your text ads so they more directly match people’s search terms, like “dark chocolate.” You use keyword insertion code “We sell {KeyWord:Chocolate}”. Your headline could look like this:
  205. You want to see how raising your client’s target cost-per-acquisition (CPA) might affect his ad performance. Which tool could help?
  206. You want to use AdWords to promote your dog-sitting service. What kind of campaign might you create to reach dog owners, whether they’re searching on Google or surfing a pet-supply website?
  207. You’re reviewing the campaigns of a new client who wants to better promote his child daycare facility to parents researching childcare on their mobile devices. Currently, his ads include generic text about childcare. To optimize his ads for mobile, you might create an ad with:
  208. You’re reviewing the paid & organic search report for a client who runs a Maui snorkeling tour business, and you see that her business appears only in organic search for queries such as “boat snorkeling tour” and “beachside snorkeling tour.” You can use this information to:
  209. You’re the account manager for a client who wants to increase reservations at her boutique hotel. You’ve been manually managing the bids for her campaigns, and you’re looking for ways to save time and optimize. How can you most effectively do this?
  210. You’re working on the bidding strategy for a Search Network campaign. If the cost-per-conversion for mobile is lower than for desktop, how might you optimize the bidding strategy to increase the number of conversions?
  211. You’re tracking conversions in a budget-constrained campaign. If you raise cost-per-click (CPC) bids within the budget constraint, which result is most likely?
  212. You’re using target search page location bidding. You know it’s working because you see your ad:
  213. Your average bid is US$10 and you’ve enabled enhanced cost-per-click bidding (ECPC). Assuming you haven’t set any bid adjustments, ECPC can raise your bid to which amount when AdWords sees an auction that’s more likely to lead to a sale?
  214. Your client sells gardening supplies online. You suggest she use sitelinks because they can:
  215. Your client’s product costs US$50 to produce, and it sells for US$150. She’s sold 10 units and spent US$700 on her AdWords campaign. How would you calculate her return on investment (ROI) to help her understand the benefit of using AdWords?
  216. Zoe has a website selling customizable electronic greeting cards. What could be interfering with her getting the most possible conversions?