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A positioning statement is a quick, 90-second explanation of the type of clients that you work with, the challenges they face, and how they can benefit from working with you. When is it appropriate to use a positioning statement?

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Answer

  • When the client is not very clear in their responses to your questions and needs more help understanding your role.
  • When the client does not seem interested in Google Ads.
  • When the client has a very large budget and needs especially good treatment to ensure that they buy Google Ads.
  • When you want the client to see you as a credible resource with solutions that can help them to reach their business objectives.

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A good guideline for asking your client questions to help you to understand their marketing needs and how you may be able to help them is:

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Answer

  • uncover the client’s pain points so that you can use them against the client later.
  • ask “yes” or “no” questions to show credibility and avoid confusing the client.
  • ask questions about the client’s current situation, desired situation and expectations.
  • ask questions only if you did not gather enough information from your pre-call planning.

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Anne-Marie’s business goal is to generate online sales of her handmade purses. Her AdWords costs are $100 per week and she wants to know if her advertising investment is paying off. What additional information do you need in order to calculate her return on investment (ROI)?

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Answer

  • How many times her ads have been viewed and clicked.
  • Number of clicks on her ads and revenue that they generated.
  • Number of clicks on her ads and costs to produce her purses.
  • Costs to produce her purses and revenue generated from her ads.

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Asking the client, “Is there anything else that you want to discuss during our meeting?” is:

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Answer

  • a bad idea, because it gives the client unnecessary control of the meeting.
  • a good idea, because you get input from the client, which makes the client feel like they are being listened to.
  • a bad idea, because the client may feel that you do not know what you are doing.
  • a good idea, but only if you know that the client will not bring up any concerns.

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All other things being equal, if you’ve set a maximum cost-per-click (max. CPC) bid of £1.00 for your ads, and if the next most competitive bid is £0.50 for the same ad position, what is the actual amount that you’d pay for that click?

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Answer

  • 1
  • 0.5
  • 0.51
  • 1.01

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Before asking your client questions about their business, it is best to tell them why you are asking the questions and the benefits because:

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Answer

  • it will help you appear more confident to the client and she will be more likely to give you truthful responses.
  • it shows the client that you value their insight and partnership so that you can provide a tailored solution.
  • it gives the client the opportunity to decide if she needs to gather more information before answering your questions.
  • you do not want the client to feel as though you are wasting her time.

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Negative keywords can help advertisers to refine the targeting of their ads by:

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Answer

  • increasing the number of relevant Display Network placements
  • reducing their campaign’s daily budget recommendations
  • reducing the number of irrelevant clicks
  • raising the average position of their ads

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Which of the following is a benefit of advertising online?

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Answer

  • Make money by showing ads on your website.
  • Reach people who are likely to be interested in what you’re advertising.
  • Automatically collect information about potential customers.
  • Increase your position in organic search results.

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For which client would you recommend radius targeting?

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Answer

  • Christopher, who wants to promote his new product in select cities
  • Denise, whose service can reach customers within 30 miles
  • Luis, whose e–commerce business delivers nationwide
  • Mabel, who wants to exclude her ads from certain cities

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Google AdWords Digital Sales Certification Exam Answer