PPC

Google Ads Display Advertising Exam Questions and Answers

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An advertiser notices that a Display campaign is receiving a large number of conversions at certain times and days of the week. Which feature would help this advertiser maximize the number of conversions received at the campaign’s current budget?

  • Ad rotation
  • Bid Optimizer
  • Frequency capping
  • Ad scheduling

Which manual bidding strategy can you use to increase your reach?

  • Cost-per-thousand-viewable impressions
  • Cost-per-click
  • Cost-per-engagement
  • Cost–per–day (CPD)

Which is a benefit of using a Lightbox ad?

  • There’s no cost for engagement with the ad
  • You can use any Display Network targeting method
  • You can be charged only for click–throughs
  • You can run it on both the Search and Display Networks

Which report should advertisers run to see which Display Network properties displayed their ads and view associated statistics?

  • Impression share
  • Reach and frequency
  • Ad performance
  • Placement performance

In order to use remarketing with Google Analytics, you need to:

  • have a goal conversion rate of 20%
  • have your Google Analytics and Google Ads accounts linked
  • have a goal conversion rate of 30%
  • have at least one active Google Ads account

If you’re using remarketing to reach people who’ve used your mobile app, they see your ads:

  • each time they re–use your mobile app
  • when they enter search terms for products like yours on a mobile device
  • while using other mobile apps on the same mobile or tablet device
  • while browsing and using Google Maps

For an ad entering an auction on the Display Network, the Google Ads system will calculate the effective cost–per–thousand impressions (eCPM) when there are:

  • both cost–per–click (CPC) and cost–per–acquisition (CPA) ads entering the auction
  • only cost–per–click (CPC) ads entering the auction
  • only viewable cost–per–thousand impressions (vCPM) ads entering the auction
  • any cost–per–click (CPC) or cost–per–acquisition (CPA) ads entering the auction

An advertiser promoting the release of a film that’s entirely in French with no subtitles wants to advertise on YouTube. He’s advertising it heavily in France through a traditional ad campaign, but wants to ensure that online ads reach the most relevant YouTube audience. Which should he do?

  • Set language targeting options for the campaign containing the ads for the film
  • Target specific YouTube localized domains
  • Change the managed placements to French
  • Change the Google Ads account language setting to French during setup

Which functionality applies to HTML5 ads?

  • They’re easy to update but require plug–ins
  • They use interactive content stored in containers and rendered in browsers
  • They’re easy to update and don’t require plug–ins
  • They can’t be viewed on mobile devices

What are the key benefits of using the Google Display Network? (Choose 2)

Select All Correct Responses

  • Placing your ads on google.com
  • Influence consideration
  • Sophisticated reporting to measure performance
  • Massive reach, you can advertise on any website

Which remarketing list segment will typically have the highest volume of viewers?

  • Category page visitors
  • Homepage visitors
  • Product page visitors
  • Past converters

Your client has a Mexican restaurant and wants to increase brand awareness in the local community. What type of ad would you create to help reach your client’s goal?

  • An image ad featuring a drawing of the restaurant on the Display Network
  • A text ad with a call extension on the Search Network
  • A text ad with keywords describing the most popular menu items, like “fish tacos,” on the Search Network
  • An interactive Lightbox display ad on the Display Network that’s focused on the restaurant’s most popular menu items

You’d like to create remarketing lists based on your customer’s journey through your website so that you can target them with different bids or ads. Which category describes the users that visited your homepage, but didn’t move any further into your site?

  • Category page visitors
  • Past converters
  • Product page visitors
  • Homepage visitors

How many websites are part of the Google Display Network?

  • 500K+ websites
  • 1M+ websites
  • 100K+ websites
  • 2M+ websites

You’re running a campaign for a shoe company and notice that the sales trends show many customers are adding shoes to their shopping cart, but not buying them. How can you bring those customers back to actually buy the shoes?

  • Launch a new search campaign
  • Launch a new marketing video
  • Create a remarketing list segment for shopping cart abandoners
  • Send an email blast to all of your newsletter subscribers

Which practice would be acceptable under Google’s editorial and technical requirements?

  • Linking to a site that’s under construction
  • Showing a URL that doesn’t accurately indicate the landing page, such as “google.com” taking people to gmail.com
  • Promoting documented copyrighted content
  • Including a generic phrase like “Buy products, click here”

Someone browsing the Internet sees a Google Ads display ad for laptop computers on a Display Network site, but doesn’t click on it. Two weeks later, she’s interested in buying a laptop and decides to visit the site from the ad. She finds the site by doing a Google search, goes directly to it, and buys a laptop. In this scenario, view–through conversions would be valuable for the advertiser because it could:

  • track the number of people who saw the ad but didn’t convert
  • track the IP addresses of people who saw the ad
  • measure the number of conversions associated with ad impressions
  • measure the number of potential clicks associated with ad impressions

An advertiser who wants to target specific categories of video content on the Display Network should:

  • use video ads
  • target the Search Network
  • add the keyword “video” to the campaign
  • add a call–to–action (CTA) overlay to the ads

Which bidding option is best suited for an advertiser focused on branding goals?

  • Cost–per–click (CPC)
  • Effective cost–per–thousand impressions (eCPM)
  • Cost per acquisition (CPA)
  • Viewable cost–per–thousand impressions (vCPM)

Where can you place a client’s image and video ads?

  • On the Display Network only
  • On the Search Network and YouTube
  • On the Search Network only
  • On the Search and Display Networks

Jackie is an advertiser who wants to reach people by using both remarketing and Shopping ads. What’s the best targeting strategy for her?

  • Create separate remarketing and Shopping campaigns
  • Create two ad groups: one targeted to remarketing and the other to Shopping
  • Create one ad group targeted to both remarketing and Shopping
  • Create a combined remarketing and Shopping campaign

Which bidding type is only available for ads on the Display Network?

  • Viewable cost–per–thousand impressions (vCPM)
  • Target cost–per–acquisition (CPA)
  • Cost–per– view (CPV)
  • Maximize clicks

If one of your display ad groups isn’t serving due to incorrect target and bid settings, what should you do?

  • Set the targeting for the ad group to “Broad Reach”
  • Set the targeting for the ad group to “Target all”
  • Set the targeting for the campaign to “Target all” and resubmit the ad
  • Set all targeting for the ad group to “Observations” and at least one targeting method to “Targeting”

What does remarketing allow you to do? (Choose 2)

Select All Correct Responses

  • See how many people bought your product after seeing the ad
  • Tailor your ads to users based on their previous actions on your website or app
  • Reconnect with people who have previously visited your website or mobile app by showing them relevant ads as they browse the web
  • Send client emails

Your client has a cupcake shop in a hard–to–find alley in San Francisco. She’s advertising on the Display Network. What’s the best way to help people find her?

  • Add a map showing her location to her ads
  • Prominently feature her street address in bold text
  • Advertise on the Search Network as well as the Display Network
  • Add a location extension to her ad

James has a campaign for an online training course and wants to understand how his campaigns are driving course sales and lesson sign-ups. What information can he learn from conversion tracking? (Choose 2)

Select All Correct Responses

  • How many people saw the ad
  • Which age group and gender is more likely to sign up for a course after seeing the ad
  • How many liked the ad
  • How many people sign up for lessons after seeing the ad

What targeting options are available on the Display Network? (Choose 2)

Select All Correct Responses

  • Affinity audiences
  • Connections targeting
  • Remarketing lists for search ads (RLSA)
  • Demographic targeting

Which feature could help advertisers determine if the clicks they are receiving on the Display Network are valuable?

  • Display Planner
  • IP exclusion setting
  • Keyword diagnosis
  • Conversion tracking

Which best practice is advisable when optimizing ad groups within a placement–targeted display campaign?

  • For each ad group, target groups of placements with similar themes
  • Create a separate ad group for each placement
  • Move automatic and managed placements into separate ad groups
  • Target a broad collection of placements with a single ad group

For an advertiser focused on branding, what are the key success metrics?

  • Reach and frequency
  • Clicks and impressions
  • Cost–per–conversion
  • Conversion rate

What is your advertising objective if you want to ensure your content catches the eye of the people who want what you offer?

  • Drive action
  • Influence consideration
  • Drive loyalty
  • Build awareness

You’d like to show your ads to users searching for custom t-shirts. Which targeting method can you use?

  • Audience targeting
  • Location and language targeting
  • Keyword targeting
  • Device targeting

What is your advertising objective if you’ve just launched a product and would like to show your ads to a varied group of consumers?

  • Build awareness
  • Influence consideration
  • Drive loyalty
  • Drive action

How does an extension work on a Display ad?

  • It adds a testimonial
  • It extends the length of the ad placement
  • It extends the ad below the fold
  • It adds extra information, like a location or phone number

Hayley’s client wants to drive sales of her new cookbook that’s about gluten–free desserts. If Hayley sets up a Display Network campaign that targets potential customers using keywords and topics and the “Target and bid” setting, her client’s ads can show when:

  • the keywords and topics match
  • the keywords and bid match
  • only the topics match
  • only the keywords match

An advertiser selling airline tickets has designed an image ad with drop–down menus for airport departure and arrival locations. Rather than programming the menu to show airports, the advertiser wants a click on the ad to go to his website. This ad will:

  • be resized on the Display Network because it lacks animation elements
  • perform poorly on the Display Network because it will frustrate people
  • be disapproved because it mimics a function the ad can’t perform
  • perform well on the Display Network because it contains relevant information

You are leading a brand awareness campaign for a car company, and you’d like to create buzz for your new model. Which metrics do you need to look at in your reports?

  • Clickthrough rate and cost-per-click
  • Conversion delay and cost-per-acquisition
  • Impressions, reach, frequency
  • Impressions and conversions

Which ad format is recommended for getting more users for your app, as well as finding users who are likely to complete in-app actions?

  • Display ads with location extensions
  • Lightbox ads
  • Universal app campaigns
  • TrueView ads

When using cost–per–acquisition (CPA) bidding, an advertiser bids using a maximum CPA and pays by:

  • Click
  • Impression
  • Conversion
  • Viewthrough

How long should advertisers wait after creating a new Display campaign before analyzing its performance?

  • 2–3 days
  • 1-2 weeks
  • 1 year
  • 1 month

Dynamic remarketing lets an advertiser:

  • engage visitors to the website by opening a chat session
  • re–run an ad to increase the volume of people who will see it
  • show an ad to someone on his mobile device 24 hours after visiting the website on a desktop PC
  • show prior visitors to his site ads that are based on products or services they saw on the site

An advertiser using viewable cost–per–thousand impressions (vCPM) bidding wants to maximize exposure on a specific set of sites selected for a new campaign. Which is a best practice when setting up the campaign?

  • Create a campaign for each website
  • Set bids at the ad group or campaign level
  • Choose websites that represent a variety of themes
  • Set bids on individual placements

You might choose to use preferred layouts for dynamic display ads if your client:

  • wants to choose the features but not the layouts
  • wants to choose the layouts and features
  • doesn’t care if Google Ads chooses the layouts and features
  • wants to choose the layouts but not the features

If a display ad has been disapproved, how do you submit a request for another review?

  • Email ads–support@google.com to find out why it wasn’t approved
  • Open and then resubmit the ad
  • Click “Re–review display ad”
  • Edit your ad so it complies with Google policy and re–save it

Why is it recommended to separate Display Network campaigns from Search Network campaigns?

  • Lower clickthrough rates (CTRs) on the Display Network can negatively affect Quality Score
  • Higher bids are required to be successful on the Display Network
  • Separate campaigns allow for more accurate location targeting
  • Different campaign settings may be more effective on different networks

Which is a benefit of using display advertising with Google to build brand awareness?

  • Expansive network of diverse sites
  • Accurate forecasts of clicks and impressions
  • Consistent performance from day–to–day
  • Higher clickthrough rates (CTR) than on Google Search

Targeting by topic is a good strategy if your client wants to:

  • control where his ads appear on the Display Network
  • actively manage his budget because he has strict cost–per–acquisition goals
  • reach a specific audience
  • drive sales on his website

If you’d like users to fill in a survey on your website, which marketing objective do you need to select when setting up your Display campaign?

  • Build awareness
  • Drive action
  • Influence consideration
  • You don’t need to select marketing objective in this case

In addition to partner websites, where can you display your ads on the Google Display Network? (Choose 2)

Select All Correct Responses

  • youtube.com
  • google.com
  • Any mobile site or mobile app
  • Mobile sites that are part of the Google Display Network

You’re setting up a dynamic remarketing campaign for your client who sells educational products. Which best practice should you follow?

  • Include “textbooks” and “study guides” as keywords
  • Implement the remarketing tag after the body tag
  • Use a custom feed
  • Use the “Education” business type

Viewable cost–per–thousand impressions (vCPM):

  • applies to all ads that appear in Google Search and on the Display Network
  • counts an ad as “viewable” when 75% of it is visible on the screen for 5 seconds or more
  • lets you pay only for impressions that become viewable
  • lets you bid based on Google Ads’ projected views of your ad

Which ad format is recommended for driving action?

  • Lightbox ads
  • Responsive ads
  • Image ads
  • TrueView ads

You’re seeking an ad format to support influencing consideration for your brand. You’d also like the ad to automatically adjusts its size, appearance, and format to fit available ad spaces and better fit content users came to see. Which ad format suits these needs?

  • Lightbox ads
  • TrueView ads
  • Responsive ads
  • Standard image ads

Your client wants to reach customers who are browsing content relevant to the company’s keywords and highly likely to buy their products. You recommend using the Search Network with Display opt-in because the Display option:

  • uses keywords to target web pages with relevant content and uses predictive models to determine which pages are most likely to result in conversions
  • optimizes keywords and applies affinity targeting conversion models to target ads
  • uses dynamic placement to target web pages and applies predictive conversion models to target ads
  • optimizes affinity targeting to place ads on all relevant web pages

You are interested in understanding how clicks lead to a sale on your site. What do you call a click that leads to a sale on your site?

  • Cost-per-click
  • Impression
  • Clickthrough rate
  • Conversion

The dynamic remarketing tag collects data such as:

  • types of pages viewed
  • number of code snippets
  • business ID numbers of visitors
  • affinity group characteristics

Which bidding option is best suited for an advertiser focused on direct response marketing goals?

  • Effective cost–per–thousand impressions (eCPM)
  • Cost–per–click
  • Viewable cost–per–thousand impressions (vCPM)
  • Cost–per–interaction (CPI)

Managed placements allow advertisers to:

  • give Google the ability to select placements for them and set industry–appropriate bids
  • bid differently for specific placements on the Display Network
  • exclude a specific ad unit on a network page where there are multiple ad units
  • target relevant placements across the entire Display Network based on their keyword lists

There’s no one recommended bid amount that works best for everyone. Which factors do you need to consider when choosing a bid amount? (Select 3)

Select All Correct Responses

  • Your campaign type
  • Your profits
  • Competitors’ products
  • Cost of your keywords

Which ad format is recommended for building awareness?

  • Image ads
  • Universal app campaigns
  • Dynamic image ads
  • Display ads with location extensions

Your client Anna wants to increase the reach and visibility of her ads. Which bidding strategy would you recommend?

  • Cost–per–view (CPV)
  • Cost–per–acquisition (CPA/CO)
  • Viewable cost–per–thousand impressions (vCPM)
  • Cost–per–click (CPC)

Why is it beneficial to include a text ad in the same ad group as an image ad when advertising on the Display Network?

  • Image ads don’t perform as well on the Display Network
  • Text ads don’t perform as well on the Display Network
  • It ensures one of the ad formats will win the auction and show on a publisher site
  • It ensures maximum coverage because some publishers don’t accept all ad formats

An advertiser purchasing display advertising through other ad networks can still benefit from using Google Ads display ads because:

  • the ad will show on all ad networks and will reinforce the advertiser’s message
  • she can fill in the gaps of niche and mass–marketed sites using Google Ads targeting options
  • she can infinitely loop animated image ads
  • the ad can appear multiple times on a page to reinforce the advertiser’s message

Cost–per–thousand impressions (CPM) bidding is only available for:

  • campaigns that target search partner sites
  • accounts using U.S. dollars for billing currency
  • campaigns that target the Display Network
  • accounts that are using prepay billing

View–through conversions are available only to:

  • advertisers that have opted in to the Search Network
  • advertisers that have implemented conversion tracking
  • advertisers that have implemented target CPA bidding
  • advertisers that are running video ads

In order to use target cost–per–acquisition (CPA) bidding, an advertiser must:

  • be opted in to the Search Network
  • be using viewable cost–per–thousand impressions (vCPM) bidding, with a certain number of viewable impressions in the previous 30 days
  • have a certain number of conversions in the previous 30 days
  • be opted in to the Search Network and YouTube

A direct response advertiser is primarily interested in generating conversions from a Display campaign. To get a potentially better return on investment, this advertiser should use:

  • cost–per–click (CPC) bidding
  • viewable cost–per–thousand impressions (vCPM) bidding
  • target cost–per–acquisition (CPA) bidding
  • cost–per–day (CPD) bidding

If an advertiser chooses to run ads in image formats, Google will:

  • charge an additional fee to serve these ads
  • require that cost–per–thousand impressions (CPM) bidding be used
  • display these ads on the Search Network
  • display these ads on the Display Network

Which practice would violate Google’s editorial and professional requirements?

  • Directing people to a page other than the advertiser’s homepage
  • Including a border on the ad
  • Showing a ValueTrack tag in the text
  • Including a question mark in the headline

On the Display Network, enhanced cost–per–click (ECPC) automatically:

  • sets bids to help you get the most clicks within your target spend amount
  • sets bids to help you get as many conversions as possible
  • adjusts your manual bid up or down based on each click’s likelihood to result in a conversion
  • sets bids to maximize your conversion value while trying to reach an average return on ad spend

An advertiser who sells coffee beans adds the keyword “Java’” to an ad group. After two weeks, she runs a placement performance report and notices that the ad is showing up on websites about JavaScript programming. What should she do to avoid appearing on these irrelevant sites?

  • Add “Java beans” as a negative keyword
  • Make it obvious in the ad copy that “Java” refers to coffee, not JavaScript
  • Exclude “Programming” as a topic
  • Add “Coffee beans” as a topic

“Engagement” with a Lightbox ad on a mobile phone or tablet is achieved when someone:

  • watches the ad for at least 2 seconds
  • watches the ad twice in a row
  • expands or interacts with the ad
  • hovers their finger over the ad for at least 2 seconds

Which ad format is easiest to create and edit, and has the widest reach on the Display Network?

  • Text ads
  • Display ads
  • Video ads
  • Rich media ads

When reviewing her display campaign, Gina sees that her clickthrough rate is higher on weekdays from 10 a.m. to 1 p.m. Which feature could help her be more efficient with her advertising during this time?

  • Bid adjustments
  • Frequency capping
  • Ad rotation
  • IP Exclusion

Which automatically expands your reach based on your campaign’s conversion history to help get as many conversions as possible?

  • Google Analytics
  • Aggressive targeting
  • Ad Preview and Diagnosis tool
  • Conservative targeting

When planning a campaign, the first thing an advertiser thinks about should be:

  • the tools available to optimize the campaign
  • the advertiser’s daily budget
  • the tools available to build a display ad
  • the advertiser’s goals

If John is setting up a new video campaign, which manual bidding strategy should he use?

  • Cost-per-click
  • Cost-per-view
  • Cost-per-engagement
  • Cost-per-thousand-viewable impressions

Your budget is $500 a month, your goal is to drive visits to your site, and your average sale price is around $10. Which bidding strategy is best for you?

  • Focus on clicks
  • Focus on engagement
  • Focus on conversions
  • Focus on impressions

Which of these metrics is typically most important in measuring a direct response advertiser’s performance on the Display Network?

  • Conversions
  • Impressions
  • Clicks
  • Clickthrough rate (CTR)

In your next campaign you’d like to show images of your products in your ads. What campaign type do you choose?

  • Display Network
  • Search Network with Display opt-in
  • Video Network
  • Search Network

A direct response advertiser would like to promote a new line of non–stick cookware that is being sold on an e–commerce site via a display ad. She should choose a landing page for the ad that features:

  • the entire new line of non–stick cookware
  • all non–stick cookware sold on the site
  • a specific pan within the new line
  • all cookware sold on the site

Frequency capping gives advertisers the ability to specify a limit to the number of:

  • clicks for all viewers
  • impressions for a unique viewer
  • impressions for all viewers
  • clicks for a unique viewer

You’ve just opened your new bakery shop in Paris, and would like to have more customers in your shop. Which bid strategy do you need to select when setting up your campaign to get the required results?

  • Enhanced cost-per-click (ECPC)
  • Cost-per-view (CPV)
  • Cost-per-enagement (CPE)
  • Viewable cost-per-thousand impressions (vCPM)

You’ve just opened your new bakery shop in Paris, and would like to have more customers in your shop. Which bid strategy do you need to select when setting up your campaign to get the required results?

  • Enhanced cost-per-click (ECPC)
  • Cost-per-view (CPV)
  • Cost-per-enagement (CPE)
  • Viewable cost-per-thousand impressions (vCPM)

Which feature applies to the Display Network but not the Search Network?

  • Language targeting
  • Cost–per–click (CPC) bidding
  • Frequency capping
  • Location targeting

Frequency capping limits the number of times:

  • your ads appear to people with the same IP address
  • your ads appear during the designated days and hours that you set
  • your ads appear to the same person on the Display Network
  • your ads appear to the same person on the Search Network

Your client Ali has a car dealership. She wants to reach people who are actively researching electric cars and ready to buy one. Which type of targeting would you recommend?

  • Demographic targeting
  • Dynamic remarketing
  • In–market audiences
  • A broad affinity audience

When should you use automated bidding?

  • If you have had 10-50 conversions over 15 days in a single campaign
  • If you have had 50-100 conversions over 15 days in a single campaign
  • If you have had 50-100 conversions over 30 days in a single campaign
  • If you have had 5-10 conversions over 30 days in a single campaign

True or False: An advertiser can target mobile apps via Google Ads.

  • False
  • True

Your client Kevin works for a retailer that sells eco–friendly products. He wants to attract an audience with an established interest in his message. What type of targeting would you recommend?

  • The “Green Living Enthusiasts” affinity audience
  • Gender targeting
  • Contextual product targeting
  • Demographic targeting

You have a friend who has a small business, and she wants to manage her own Google Ads campaign. She has no experience with Google Ads and would like to experiment with different options. Which campaign type would you recommend to start?

  • Display Network
  • Display Network with Search opt-in
  • Search Network with Display opt-in
  • Search Network

Your client wants to place image and video ads on a wide variety of websites so people will see them while browsing those sites. Which type of Google Ads campaign would be best for that?

  • Display Network
  • Search Network
  • Search Network with YouTube opt-in
  • Search Network with Display opt-in

What can you do by creating a separate campaign that’s targeted only to the Display Network?

  • Exclude irrelevant placements and categories
  • Set a separate placement bid at the ad group level
  • Allocate budget and control spend more effectively across campaigns
  • Set specific maximum cost–per–click (CPC) bids for automatic placements

John launched a new line of men’s shoes on his fashion website, and he wants to build awareness about the launch. Which targeting option should he use?

  • Demographic targeting
  • Gmail ads
  • In-market audiences
  • Similar audiences

Which targeting option allows you to re-engage with people who visited your site by serving them ads containing the products they viewed on their visit?

  • In-market audiences
  • Dynamic remarketing
  • Similar audiences
  • Topic targeting

Your client wants to reach new parents with ads for organic baby food. What kind of targeting would you recommend?

  • Dynamic remarketing
  • In–market audiences using the “Infant & Toddler Feeding/Toddler Meals” category
  • Similar audiences
  • Managed placements

To raise awareness of what you’re advertising without limiting who might see your ads, you should:

  • set a mobile bid adjustment to reach more customers on mobile devices
  • set a topic bid adjustment to show your ads on multiple pages about a specific topic
  • add multiple targeting methods and use the “Target and bid” setting
  • add multiple targeting methods and use the “Bid only” setting

In–market audience targeting consists of people:

  • who are in your overall target demographic group
  • whom you’ve reached through remarketing
  • who are currently researching options and actively considering buying a product or service like yours
  • who are interacting with contextually relevant content

If your client runs a car dealership and wants to increase brand awareness among auto enthusiasts, which bidding type would you suggest?

  • Viewable cost–per–thousand impressions (vCPM)
  • Cost–per–day (CPD)
  • Target cost–per–acquisition (CPA)
  • Cost–per–view (CPV)

If a display ad appears “above the fold,” this means that it:

  • can be viewed in the upper portion of the page without scrolling
  • will appear anywhere on the front page of the website
  • takes up more than 20% of the webpage
  • will appear at the top of each page of the website

An advertiser would benefit from using affinity audience targeting if they want to reach people:

  • regardless of their particular interests
  • who’ve already visited their website
  • with a particular broad interest, for example, sports fans
  • with a very specific interest, for example, avid marathon runners
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