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Google AdWords Fundamentals Exam (Retired)Retired examUpdated

Paige’s Pet Store is deciding on keywords for a new Google As campaign. How should Paige set up her AdWords keywords?

Use negative keywords for terms that are related to pets and animals.
Use general keywords to reach a specific audience.
Use the Keyword Planner to come up with keyword ideas for Display Network campaigns.
Bundle similar keywords together in one ad group based on common themes.

Correct Answer

Bundle similar keywords together in one ad group based on common themes.

Why is this the correct answer?

Paige should bundle similar keywords together in one ad group based on common themes. Organising keywords into tightly themed ad groups is a Google Ads best practice that improves Quality Score and campaign performance. When an ad group contains keywords that all relate to the same specific theme — for example, dog food, premium dog food, and dog food delivery — it becomes much easier to write highly relevant ad copy that matches the user's search intent. Tightly themed ad groups lead to better CTR, higher Quality Scores, and lower CPCs.

Why are the other options wrong?

Use negative keywords for terms that are related to pets and animals.

Using negative keywords for terms related to pets and animals would block relevant searches — negative keywords should exclude irrelevant terms, not terms that are directly related to what the business sells.

Use general keywords to reach a specific audience.

General keywords reach a broad, less targeted audience — they typically have high competition, higher CPCs, and lower conversion rates. Specific, relevant keywords outperform general ones for a pet store.

Use the Keyword Planner to come up with keyword ideas for Display Network campaigns.

Keyword Planner is designed primarily for Search Network campaigns. While it can suggest keywords, using it specifically for Display Network campaigns overlooks its main use case and Display has different targeting options.

Real-world example

Paige creates separate ad groups for dog food, cat toys, and pet grooming rather than mixing all keywords together. Each ad group has tailored ad copy — the dog food group features free delivery on orders over £30. Quality Scores average 8/10 versus the industry benchmark of 5/10, reducing CPC by 30%.

Official documentation: https://support.google.com/google-ads/answer/6167122

Topics in this question

Keywords & Match Types

About the Google AdWords Fundamentals Exam (Retired)

The AdWords Fundamentals exam was retired when AdWords became Google Ads.

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