Add3 – Digital Marketing Agency with offices in Seattle & Portland


Just when you thought you were caught up on all your Google Partners certifications, Google throws in another one based on their ever expanding platform of mobile ads.

I’ve already passed the advanced search test, so why would I even need this certification? Well first off, I am a slight overachiever and wanted to pass this exam before anyone in my agency even found out about it. But secondly, now that mobile ads are becoming more heavily used within a number of my client’s accounts, I wanted to make sure that I was fully educated in the realm of mobile advertising.

In May 2015, Google announced “micro-moments” and the impact consumers are having on mobile traffic. Google officially reported that “91% of smartphone users now turn to their phones for ideas while right in the middle of a task”. With that said, it seems fitting that they would introduce this new certification.

Exam Specs:

  • You will need to have already passed the AdWords Fundamentals exam.
  • 90 Minutes
  • 70 Questions
  • 80% Passing Score
  • Valid for 12 Months

What happens if you fail?

You will be ridiculed by your entire office.

Just kidding! You will have 7 days to study the material and try again.

Preparing For Success:

I will be honest with you, I didn’t study the modules Google provided too extensively before taking the exam, but merely relied on my previous experience with mobile ads. I don’t recommend this. The first part of the exam was stressful, so I urge you to read the exam study guide because there are a lot of tedious questions.

Obviously, I can’t remember every single questions and I don’t want you to be able to cheat your way through this test, but make sure you are knowledgeable about these specific topics:

  • What is deep linking?
  • Types of mobile extensions.
  • Mobile Bid Formula = (Mobile CVR/ Computer CVR)-1
  • What are cross device conversions? How are they measured?
  • What is the Admob network?
  • Types of flexible bidding strategies.
  • What are lightbox ads?

4 Categories to Study

Mobile Overview:

This category will outline the importance of a mobile optimized sites, how you can meet your consumers’ needs and best practices for app designs. Keep in mind, you will need to know some of the statistics that were presented in this section.

Bidding & Targeting:

If you have used mobile ads before, these questions will be pretty straightforward. However, it does get more granular in the app remarketing and mobile-specific bidding strategies sections, so make sure you are familiar with those.

Mobile ad formats:

This section preps you on the best formats for your mobile campaign whether they be for search, display or YouTube. It also dives into app engagement and how it works on search/display campaigns.

Measurement & Optimization:

For me, this category was the most challenging, so pay attention! Many of the questions involved the App Overview report, Mobile App Analytics reports, the difference in App conversion tracking for Android and iOS, and the benefits of 3rd party integrations.


Just Breathe:

Like all Adwords certification exams, some of the questions may seem like there are more than one possible answer. Pick the one that seems the most right! Additionally, since mobile advertising is integrated through so much, be prepared to answer questions about YouTube, search and display.

More importantly… Good Luck!




Ashley Davis

About Ashley Davis

Ashley is a Paid Search Account Manager, expanding her marketing knowledge with Add3 since 2013. Besides being a Shiba-mommy, Ashley enjoys Happy Hours, golfing, boating and glitter. Follow her on Twitter for everything from SEM updates to live tweeting reality TV, @AshleyDavisSEA.

Comments & Replies