Question: You've noticed that one of your ads isn’t performing as well as you'd like. Which action can you take to help improve the ad’s expected clickthrough rate?
- You can add negative keywords to enhance targeting.
- You can experiment with various calls to action.
- You can send traffic to the correct landing page.
- You can optimize your website for mobile devices.
Explanation
Improving expected clickthrough rate is mainly about making the ad itself more compelling to the user. Google Ads recommends testing stronger calls to action because they make the next step clearer and increase ad engagement. This helps the ad attract more clicks when it appears for relevant searches. It is a direct ad-copy improvement, which makes it more closely tied to expected clickthrough rate than changes to targeting or landing page experience.
Why the other options are incorrect
Negative keywords These help block irrelevant searches, but they do not directly improve how compelling the ad copy is to users who see the ad.
Correct landing page Landing page relevance matters after the click, but it is not the main lever for improving expected clickthrough rate.
Mobile optimization A mobile-friendly site improves landing page experience, not the ad message that drives the click.
Source for verification
https://support.google.com/google-ads/answer/6167130?hl=en
https://support.google.com/google-ads/answer/6167122?hl=en
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Google Ads Search Professional Certification" page.