What are two ways that the Combination and Assets Report can help a marketer improve their creative assets' performance? (Choose two.)
Identify budget limitations that could be preventing assets from being shown in auctions.
Find new keywords to add to a campaign so that asset reach can be improved.
Examine high-performing assets as a means of inspiring future creative assets.
Spot opportunities to replace assets that aren’t performing well.
A local coffee shop is looking to drive more store visits from their Google Ads campaigns. Why should they consider using a Performance Max campaign?
Performance Max campaigns that include video ad formats allow advertisers to see an average increase of 13% total incremental conversions.
Advertisers can use Performance Max campaigns to choose the websites on which they show ads, which could result in more store visits from potential customers.
A Performance Max campaign can help them find new valuable customers across Google Ads inventory through the use of AI.
The manual creation of assets allows advertisers to spend time crafting their unique value proposition.
What's a common budget strategy in traditional marketing organizations?
Fully flexible budgets based on stock price performance
No set budget for a time period or initiative
Fixed annual budgets that do not change even if demand fluctuates throughout the year
Quarterly budgets that do not need approval to increase
A digital marketing manager knows that their organization has a fixed annual budget for the upcoming year. In order to test new initiatives, they will need some flexibility to create campaign experiments. Which best practice should they follow in order to create budget flexibility within their clearly defined annual budget?
Deliver a quarterly budget review to a superior, for purposes of requesting additional funds for testing in the next quarter.
Allocate a percentage of the budget for use in testing and responding to changes in the market.
Establish a monthly or weekly sync with the finance team to share ideas and encourage flexibility in the budget.
Look over industry reports to better anticipate query demand for the coming year and funding that will be required to accomodate this.
A local pizza chain is looking to improve their Google Ads campaign performance across their accounts. What are two ways that they can use their optimization score to improve campaigns? (Choose two.)
Measure their score at the individual account level, but not their manager account level.
Save time by accepting and immediately applying recommendations tailored to their business.
Identify how much existing opportunity for improvement their campaigns have and how they can be improved.
Review and dismiss recommendations that are relevant to their goal to save time optimizing campaigns.
A digital marketer has upgraded their Smart Bidding strategy to value-based bidding. Which two Google Ads tools should they use regularly? (Choose two.)
Performance Planner
Keyword planner
Ad strength rating
Bid strategy report
An online shoe retailer is looking to create a Performance Max campaign to help drive sales in their sneaker category. How should they get started with Performance Max?
Use any Smart Bidding strategy to make bids across channels with AI.
Limit sharing audience data in order to allow AI to operate without human input.
Build strong creatives customized to their sneaker products or offers.
Separate their Google Merchant Center account from their Google Ads account to avoid overlap.
Which of the following tools can help marketers maximize performance of a value-based bidding strategy?
Diagnostic insights
Keyword planner
Target simulators
Ad strength rating
A marketer wants to use Google's AI solutions to drive more value from their marketing. They know they need to fuel AI with their own privacy-safe data. Which reason describes why their data is valuable to fueling AI?
It’s high-quality and captures customer transactions that drive business results.
It’s easily replicated by multiple teams within their organization.
It’s a strong indicator of industry-wide performance for machine learning.
It’s similar to competitor data and can be used to understand how others are performing.
Which Smart Bidding strategy optimizes for value?
Target Impression Share
Maximize clicks
Target ROAS
Maximize conversions
A digital marketing manager working with a national insurance provider is looking to support AI with first-party data. What's a question they'll need to answer before they can start using the data?
How can our data collection policies encourage our customers to share as much as possible?
How much data storage capability is available on each marketing team member’s corporate device?
How can we begin to use this data as quickly as possible, even if it means not aligning with other teams?
How are we aligned with local regulations on data collection and user privacy to ensure we are using first-party data the right way?
Which AI-powered solution offers the greatest channel and inventory coverage of any Google Ads campaign?
Video campaigns
App campaigns
Performance Max campaigns
Search campaigns
What's an example of a metric used to measure value?
Time spent on site
Cart size
Page depth
Cost-per-click
What's a benefit of negative keywords?
Marketers can add negative keywords to campaigns to limit the terms their competitors can bid on in an auction.
A negative keyword strategy is crucial to identifying additional searches that customers may be using to find a business.
Adding negative keywords can help prevent customers from leaving poor reviews about a business.
Negative keywords prevent an otherwise eligible query from triggering an ad that isn’t aligned with the search’s intent.
An online retailer has a goal of increasing the value they see from their Search campaigns, and the Chief Marketing Officer has set a target return metric they need to achieve in the coming year. Which Smart Bidding strategy is the right fit for this organization?
Target ROAS
Maximize clicks
Maximize conversions
Target conversion value
What's a benefit of Responsive Search Ads?
Responsive search ads limit a marketer’s opportunity to compete in more auctions and match to more queries.
Responsive search ads review data to manually choose the best combination of headlines and assets to show users.
Responsive search ads save time by creating one ad with multiple headline and description assets that can be shown in different configurations to different users.
Responsive search ads allow advertisers to share their messages with more potential customers, by permitting ads to display properly for different device sizes.
What's a benefit of using broad match keywords?
Broad match offers marketers a great deal control over the specific search terms that ads match to, and volume may be limited.
Broad match ensures the core concept of a keyword is present in the search term while reaching a similar volume to what exact match keywords would provide.
Broad match keywords must be present alongside both exact match and phrase match keywords in any ad group to ensure high performance.
Broad match allows marketers to reach the most possible consumers searching for their product or service while saving time from adding a variety of keywords.
What's a best practice to follow when creating a Performance Max campaign?
Avoid linking a Google My Business or Google Merchant Center feed
Limit the number of ad extensions within an asset group
Establish conversion tracking after a campaign has been running for two weeks
Use the maximum number of text, image, and video assets possible
A chain of regional bookstores is looking to drive more value from their Google Ads campaigns by creating a value-based bidding strategy for the first time. Which best practice should they follow first in order to get started?
Begin with a strong measurement and attribution strategy based on their goals.
Enable a volume-based Smart Bidding strategy in all campaigns.
Create a value-based Smart Bidding strategy in their top two campaigns.
Build a large list of negative keywords to tailor traffic and eliminate uninterested consumers.
What's a best practice to follow when designing an experiment to test Performance Max campaigns?
Create a new CPA or ROAS goal for Performance Max campaigns to achieve.
Keep Performance Max budget limited to 10% of other campaigns’ budgets.
Optimize Performance Max to a comparable CPA or ROAS target to other campaigns.
Run the Performance Max experiment for one to two weeks before evaluating results.
A digital marketing manager for a large retailer manages a fully flexible budget for their campaigns.Which best practice should they follow in order to maximize results from their flexible budget?
Cap budgets at the average daily spend to eliminate unnecessary budget usage during seasonal periods.
Use shared budgets and portfolio bid strategies to maximize campaign flexiblity and allow AI to do its work.
Create a separate budget for campaign experiments and unforeseen market changes.
Adjust performance targets monthly or quarterly to optimize AI-driven solutions.
What's an important benefit of opting into automatically applied recommendations?
Marketers select which recommendations are applied across an entire account or manager account, ensuring best practices are applied to all campaigns.
AI decides which recommendations to apply automatically to campaigns, without any need for human input.
Recommendations are based on the past week of data to react to the current market and avoid optimizations based on old data or settings.
Applying recommendations automatically will increase a campaign’s budget or reallocate budget between campaigns when necessary to improve performance.
What efforts should digital leaders prioritize in order to support Google's AI?
Build highly specified silos within their organization to allow for specialization and multiple budget owners.
Build capabilities in key areas such as high-quality data and a skilled workforce.
Create firm budget processes to solidify digital marketing as an organization’s cost center.
Coach teams to avoid experimentation in order to eliminate risk and keep performance stable year-over-year.
What is the value of running a true A/B test with campaign experiments?
A/B tests can help marketers understand if their trial campaign drove user action that wouldn’t have occurred otherwise.
In an A/B test, trial campaigns run at the same time as the original campaign, controlling for external factors (e.g. seasonality) that may otherwise bias results.
An A/B test runs one campaign at a time, allowing a true ramp-down period between each testing timeframe to declutter results.
An A/B test is designed to test multiple variables at one time, allowing advertisers to learn and quickly adjust their campaigns based on findings.
Why is it important to uncap budgets to fully capture the benefits of Google's AI?
Google’s AI will only work in newly created campaigns with budgets of $1,000 per day or more.
Campaigns that adopt Google’s AI spend more money to reach more customers.
A Smart Bidding strategy will revert to manual bidding when a campaign’s budget is limited.
Campaigns need sufficient budget headroom to allow Google’s AI to work to its fullest potential.
A digital marketing manager is transitioning their campaigns to a value-based bidding strategy. They want to drive more value from their campaigns, but need to operate within a fixed budget.Which Smart Bidding strategy is the right fit for this organization?
Maximize conversions
Maximize conversion value
Maximize clicks
Target ROAS
Which of the following is considered a best practice when using Performance Planner?
Be sure, once you create an 18-month plan, that you check in monthly or quarterly to confirm the plan can be implemented based on the most recent seven to 10 days
Be sure to review your keyword report regularly and optimize your campaigns by adding negative keywords.
Be sure to plan up to 18 months ahead across all campaign types including Search, Shopping, Local, Display, Video, Performance Max, and App.
Be sure to write more similar headlines to provide consistency and to communicate a uniform message to your users.
How can advertisers, with the marketing objective of generating leads, optimize their Performance Max campaigns for value?
Build value rules based on audiences known to visit a local store.
Use a Maximize conversions bidding strategy to drive conversion volume.
Create a strategy of importing offline values by using enhanced conversions for leads.
Create a Maximize Clicks bidding strategy to drive website traffic volume.
What's a strong example of a business objective that is required when adopting an AI-powered solution?
Cost-per-click
Profit
Marketing spend
Cost of goods sold
A digital marketing manager is looking to use Performance Planner to create his budget plans. What are two ways that Performance Planner can help him with budget planning? (Choose two.)
Forecast the impact of different budgets to understand how performance may change.
Identify the opportunity size for upcoming seasonal periods of increased sales.
Understand which billing method is best suited for an account.
Review how much each keyword in a campaign has spent over the past month.
How can a Performance Max campaign find new consumers for an advertiser?
Promote a product or service across nearly all Google Ads inventory with a single campaign
Manually optimize campaigns across channels with insights into performance drivers
Use AI to allocate budget to specific channels, such as Search and YouTube.
Create the opportunity for advertisers to build and manage individual text, image, and video ads
Which of the following is considered a best practice when creating a campaign experiment?
Focus tests on one variable at a time and use separate tests to examine the effects of more than one change.
After an experiment ends, evaluate performance over a timeline that includes the ramp-up period.
When experimenting with creatives, new ads are not subject to ad approvals, so experiments can be expedited.
Pick two or three metrics to evaluate campaign performance and determine the winner of a test.
Which match type is the default match type to which all keywords are assigned?
Negative match
Broad match
Exact match
Phrase match
A digital marketing manager has upgraded their keywords to broad match. Which behavior should they build into their regular cadence of optimization to guide machine learning?
Dismiss recommendations to add relevant new keywords.
Create additional phrase and exact match keywords to improve reach.
Add Customer Match lists with data older than 90 days.
Remove negative keywords that may block relevant traffic.
A marketer is looking to drive additional value from their lead generation campaigns next year. Why would value-based bidding be the right solution for them?
All consumers create the same amount of value, so value-based bidding will optimize for driving lead volume for her business.
Bidding towards value allows marketers to optimize for high-value customers and high volume of leads at the same time.
Value-based bidding uses AI to maximize total conversion value at a desired ROAS target or budget.
Using a value-based bidding strategy allows marketers to focus on maximizing website traffic to gain new potential consumers.
Which of the following is considered a best practice when creating effective image assets?
Keep the most important content in the center 50% of the image asset.
Only provide square images to maximize how often assets can serve.
Always upload four or more relevant and unique images at the campaign or ad group level.
Choose images with a white background as they tend to have stronger performance.
What kinds of factors contribute to an optimization score recommendation being surfaced in an account?
Insights gained from machine learning and simulations that identify potential performance uplift based on a marketer’s business objective
The results of agorithms which identify the changes that would lead to the largest increase in campaign spend, irrespective of performance impact
When advertisers need to expand their business objectives, recommendations are surfaced.
Every type of recommendation is surfaced for every individual and manager account.
A local automobile dealership is creating a Performance Max campaign to drive more visits to their location. Which goal should they choose when setting up a new Performance Max campaign?
Product and brand consideration
Website traffic
Local store visits and promotions
Brand awareness and reach
How does a test-and-learn mindset allow marketers to find success with Google's AI?
It lets leaders spot low performers more easily.
It fosters competition across the organization.
It encourages teams to break down silos and identify solutions quickly.
It helps teams test more than one business objective at the same time.
A digital marketing manager notices the Ad Strength rating of their Responsive Search Ads could be improved. What action can they take to improve Ad Strength?
They can create more unique headlines and descriptions.
They should avoid using popular keywords in headlines and descriptions.
They should use the Ad Strength tool to learn more about how to create a Responsive Search Ad.
They can use the Keyword Insertion tool to identify new keyword ideas.
Which of the following available insights are designed to help advertisers discover consumer interest and category growth trends?
Diagnostic insights
Asset audience insights
Search terms report
Search trends and demand forecasts
Which value definition is commonly used in measurement strategies that are value-centric?
Unique value
Actual value
Intrisic value
Necessary value
What are two ways that the Insights page can help a marketer simplify performance evaluation workflows? (Choose two.)
Provide explanations to understand performance fluctuations in campaigns.
Automatically pause campaigns that have low ad strength or limited budget.
Share competitor ad performance data to help marketers adapt and grow their business.
Identify drivers of a campaign’s week-on-week and month-on-month performance.
How can Explanations be used to help improve campaign performance?
By letting marketers see the top asset combinations for each campaign type in an account
By letting marketers review recommendations for headlines and descriptions in order to make stronger ads
By letting marketers understand why performance changes were made in just a few clicks
By letting marketers determine what level a budget should at in order to achieve maximum performance
As the owner of a local pizza parlor in Toronto, you'd like to spend $340 per month to drive more orders from consumers within the city. Which two of the following campaign settings would you use?
Location settings set to Canada
Campaign name set to Toronto Pizza
Budget set to $10 per day
Correct!
Location settings set to Toronto
Which three of the following factors are considered by Ad Rank in its calculation?
Context of a person's search
Conversion rate of your landing pages
Ad assets
Auction-time ad quality
True or false? Broad match is most effective when used with conversion-based Smart Bidding.
False
True
The owner of a water sports equipment rental company knows the holiday season is approaching, and many competitors will open their doors to capture the increase in tourism and rental demand. The owner wants to use ad assets to make his ads as relevant and engaging as possible. His customers can book rentals on his website, over the phone, and in his shop. Which two assets are most relevant for his marketing objective of driving bookings?
Location assets
App assets
Call assets
A marketer wants to know how much their conversion volume could grow if they increase their cost-per-action target or budget. How can they use Google Ads tools to estimate the impact of these changes? Select the best answer.
Use the bid strategy report to identify current performance trends and opportunities for improvement.
Increase the target CPA for a few days to monitor change in performance.
Increase a campaign’s daily budget for a few days to monitor change in performance.
Access the campaign bid simulator tool to understand forecasted performance at different CPA and budget levels.
How does value-based bidding work?
Creates image assets to increase value
Provides recommendations to optimize your bidding
Automatically ingests data and defines the value
Uses billions of combinations of signals to predict the conversion value
Jesse owns a clothing boutique and has been using Google Ads to increase awareness and drive revenue. She wants to get more out of her campaigns and make sure she's using the right features based on her settings and goals, but does not have extra time for manual tasks. She would like to see her optimization score increase but is also concerned about budget. How can opting-in to automatically apply recommendations help her improve account performance?
It removes manual management of recommendations from an account's optimization process.
It automatically applies all recommendations on the account without any manual approvals.
It can be applied at the campaign level to ensure that the features are only applied to a specific budget.
It regularly implements best practices on the account without automatically increasing the budget.
In the past, you've decided to dismiss all your KEYWORDS & TARGETING recommendations. But now your company's goals have changed, and you want to see those suggestions after all. What should you do?
Dismissed recommendations can't be recovered, and your optimization score will not resurface these suggestions.
You'll have to wait for these recommendations to be deemed relevant and resurfaced again in the future.
You can see dismissed recommendations by selecting the Dismissed filter and choosing the option to un-dismiss.
You'll have to manually assemble the dismissed recommendations and save them to your Recommendations page.
True or false? With Performance Max, it’s no longer necessary to focus on AI-powered Search campaigns.
False
Correct!
How should marketers evaluate their campaigns?
Use lifetime value analysis to examine the impact to brand lift metrics.
Focus on the worst-performing ads and reduce the frequency of that ad, then reevaluate.
Check whether the result of a specific objective exceeded or fell short of its goal.
Check whether all the budget was used for the campaign or not.
A marketing strategist is interested in enhanced conversions for web. What description could their agency provide to explain this feature?
Enhanced conversions for web uses Google Analytics to unlock more powerful bidding.
Enhanced conversions for web uses third-party data to improve the accuracy of your conversion measurement.
Enhanced conversions for web uses third-party data to unlock more powerful bidding.
Enhanced conversions for web uses hashed, first-party data to unlock more powerful bidding.
A marketing manager is viewing the campaign report in their Google Ads account after successfully implementing conversion tracking tags for their website. They see that at least two of their ads generated over 100 view-through conversions. Which of the following actions can be considered a view-through conversion?
An action that’s done in-store only and doesn’t require the customer to have interacted with your ad.
An action in which there are only conversions from browsers that don’t allow cross-site cookies.
An action in which a customer sees but doesn’t interact with your ad, and then later completes a conversion on your site.
An action in which a customer sees and interacts with your ad, but then doesn’t complete a conversion on your site.
In terms of advertising, what’s attribution?
Determining the cost of each asset used in a marketing campaign
Determining how much cost each channel requires
Determining how much credit to award a client for their referral
Determining how much credit each step of a process should receive
In what two ways can the Recommendations page in your Google Ads account help with campaign performance? Choose two.
By introducing you to new features and trends across Google
By helping to maximize your budget as it improves bidding and keywords
By increasing your budget if you select to auto apply to recommendations
By increasing the amount of time and effort spent on optimizing campaigns
Which of the following is the first step in setting up conversion tracking?
Modify the tag for your website or app after requesting it from your web administrator.
Add a conversion tracking tag to your website or app after modifying it in Google Ads.
Request a snippet of code from your web administrator and add it to your website for everyone you want to track.
Set up a conversion action in Google Ads to measure what you consider to be valuable consumer actions.
A marketing strategist is interested in target ROAS bidding. How might their agency describe this bidding strategy?
This bidding strategy uses historical and uploaded data to set the value of a conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these ads to maximize return.
This bidding strategy determines that if a user’s search is likely to generate a conversion with low value, target ROAS will bid high on that search.
This bidding strategy analyzes and intelligently predicts the value of a potential conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these searches to maximize return.
This bidding strategy determines that if a user’s search is likely to generate a conversion with high value, target ROAS will bid low on that search.
Which of the following is an estimate of how well your Google Ads account is set to perform?
Optimization score
Attribution score
Recommendation score
Quality score
A marketing manager set up conversion tracking and wants to add a column for conversion value per cost. How is that calculated?
It’s calculated by dividing the number in the conversions column by the total eligible interactions.
It’s calculated by dividing the total cost by the number in the conversions column.
It’s calculated by dividing the total conversion value by the total cost of all ad interactions.
It’s calculated by dividing the total conversion value by the number in the conversions column.
What are two capabilities of Google Tag Manager? Choose two.
It allows you to quickly and easily update tags on your website or mobile app from a web interface.
It can only be used to deploy and modify third-party tags.
It has collaboration and versioning capabilities.
It’s a JavaScript framework that’s used to add Google tags directly to web pages.
If an advertiser uses Google’s phone call conversion tracking feature, how are the calls tracked to their account?
The calls are tracked by the conversion name for the advertiser’s store.
The calls are tracked by a dynamically created Google forwarding number.
The calls are tracked by the phone number listed on the advertiser’s official store website.
The calls are tracked by the assigned Google Click Identifier (GCLID) set up in the advertiser’s account.
What report can help show the duration between a user’s first exposure and their subsequent conversion?
The navigation report
The seasonality report
The time lag report
The change history report.
What’s an example of a campaign that fell short of its target goal?
An email remarketing campaign with an expected lift in brand awareness of 5% and an actual lift in brand awareness of 12%
A video campaign with an expected brand favorability lift of 5% and an actual brand favorability lift of 5%.
A display campaign with an expected brand awareness lift of 10% and an actual brand awareness lift of 20%.
A search campaign with an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.
To learn how often an ad click or other ad interaction leads to a conversion, on average, what metric would you use?
You’d use conversion value-per-click.
You’d use conversion value-per-cost.
You’d use conversion rate.
You’d use cost-per-conversion.
A business owner is getting a good amount of traffic from their ads but not enough conversions. What action can they take to improve their conversion rate?
Turn off the ads to stop traffic.
Reduce campaign budgets.
Use more general keywords.
Add more negative keywords.
A business owner wants to use Google Ads to advertise their website. They’re considering using one of the available Smart Bidding strategies that Google offers. Which of the following is a Smart Bidding strategy?
Manual CPC
Viewable CPM
Enhanced impressions
Target CPA
In what way do view-through conversions get counted?
They get counted as conversions that are recorded when users view and interact with an ad, then never convert.
They get counted as conversions that are recorded when new users view and interact with an ad, then later convert.
They get counted as conversions that are recorded when repeat users view but don’t interact with an ad, then later convert.
They get counted as conversions that are recorded when users view but don’t interact with an ad, then later convert.
In setting up the value of an online conversion action, what should you do?
Regardless of the value of the lead, always set it as $0.
Regardless of the value of the lead, always set it as $1.
If the average value of a lead is $20, assign the value as $20.
If the average value of a lead is $20, assign the value as $200.
To implement sitewide tagging, what do you have to do?
You have to turn off auto-tagging in all your Google Ads accounts that are enabled for sitewide tagging.
You have to make sure Google Click Identifier (GCLID) still works if using click trackers in the URL.
You have to use just the image portion of the JavaScript.
You have to make sure the tag still works by loading it within another tracking tag, like Floodlight.
How would a digital marketing consultant describe the Google tag to a new advertiser?
It’s a tag snippet for Google Shopping that’s needed for tracking.
It’s a JavaScript framework, also known as gtag.js.
It will replace Tag Manager, which has less accurate data.
It’s used to deploy and modify both Google and third-party tags.
After adding a conversion tracking tag to one of the landing pages of your company’s website, you analyze the purchasing data and find duplicate conversions. How can you remove those duplicate conversions from the conversion count?
By modifying the event tag to capture a unique order ID
By toggling off the possible duplicates option at the top of the chart
By sorting the data by time and removing duplicate times found on entries
By disabling the view-through conversion data column
To compete in the right auctions with the most data and flexibility, what keyword match type does Smart Bidding need?
Broad match
Exact match
Phrase match
Negative match
A marketer wants to track product newsletter sign-ups on their website. What type of conversion action would this be?
Pageview
Purchase
Lead
App installs
A potential customer is looking to buy a new car. What activity suggests they’re in the awareness stage?
Viewing an online advertisement for a car
Calling to ask about a test-drive
Recommending the car on social media
Filling out an email subscription form
Which of the following explains why the conversion date might be different between Google Ads and Google Analytics?
Google Analytics can’t attribute conversions to a date for an impressioin, whereas Google Ads can.
Google Analytics attributes conversions to the date of the impression that caused the conversion.
Google Analytics attributes conversions to the day they happen, not to the date of the impression that caused the conversion.
Google Ads attributes conversions to the day they happen, not to the date of the click that caused the conversion.
How does the enhanced cost-per-click (ECPC) bidding strategy work?
They should us just the image portion of the JavaScript.
They should turn off auto-tagging in all your Google Ads accounts that are enabled for sitewide tagging.
They should make sure Google Click Identifier (GCLID) still works if using click trackers in the URL.
They should make sure the tag still works by loading it within another tracking tag, like Floodlight.
Besides attribution, what’s another method used to analyze the return on investment (ROI) for media?
Marketing mix model
Conversion lift
Smart Bidding
Viewable CPM
A hungry customer is searching for a place to eat in Florence, Italy, where you happen to own a restaurant called Ristorante Abigaille. The customer performs each of these searches: “restaurant tuscany,” “restaurant florence,” “3 star restaurant florence,” and “3 star restaurant abigaille florence,” then finds your site by clicking on your ads. They make a reservation after selecting your ad that appeared following the “3 star restaurant abigaille florence” search. What keyword would receive credit for this conversion, if using the data-driven attribution model?
Each keyword would receive equal credit (i.e., 25% each) for the conversion, because the conversion would be attributed to each keyword equally.
The first keyword would receive 100% of the credit for the conversion, because the first keyword would be attributed with the conversion.
Each keyword would receive credit for how much it contributed to the conversion, because the conversion would be attributed to each keyword proportionally.
The last keyword would receive 100% of the credit for the conversion, because the last keyword would be attributed with the conversion.
Which of the following describes the number of times a unique user will see an ad over a given time period?
Reach
Frequency
Impression
Engagement rate
A marketing analyst is analyzing the conversion data of their Search Ads campaign in Google Ads. They want to see how changes to their attribution model might impact conversion reporting. What report will provide them with that information?
The attribution report
The conversions report
The campaigns report
The click analysis report
How does experimentation contribute to a best-in-class measurement approach?
Experiments are a way to validate and test insights.
Experiments are used to drive a macro budget strategy.
Experiments help assign credit across touchpoints.
Experiments assist in the collection of multiple data points.
Which of the following describes the criteria for store visits conversion tracking?
Store visits conversion tracking is available for all business types, but only in certain countries.
Store visits conversion tracking is available in all countries and regions as long as it’s not a sensitive business type or account.
Store visits conversion tracking has no mininum impression or click requirements.
Store visits conversion tracking requires sufficient data to accurately report store visits and pass Google’s privacy thresholds.
A marketing manager is closely monitoring their data to see how effectively their ads are driving online sales and generating leads through sign-ups. When the marketing manager compares Google Ads data with their offline data, they see a difference in the number of sign-ups in Google Ads vs. their offline data source. Assuming everything is working as intended and the issue lies with when a conversion was counted, what’s likely causing this data discrepancy?
Google Ads reports conversions against the date/time of the click that led to the conversion. Depending on the other data source, it might use the date/time of the conversion itself.
Google Ads reports conversions against a unique ID of the event that led to the click. Depending on the other data source, it might use the click of the conversion itself.
Google Ads reports views against the device type of the view that didn’t lead to a conversion. Depending on the other data source, it might use the date/time of the conversion itself.
Google Ads reports clicks against the date/time of the event that led to the conversion. Depending on the other data source, it might use the click of the conversion itself.
What do marketing mix models show advertisers?
They’re a way to determine the impact of a specific variable on control and treatment groups.
They evaluate a customer’s long-term marketing value to provide a more accurate view of performance.
They’re an analysis that shows the impact of marketing on a brand’s sales.
They use your conversion data to calculate the contribution of each interaction across the conversion path.
When ad campaigns are optimized by Google’s AI, what does that mean?
It means they use AI and machine learning technology to predict what will achieve the best conversion outcomes to optimize bidding, creative, etc.
It means they use basic tasks, then software, to automate those tasks, and the process has all the necessary data.
It means they use rules-based attribution and software to achieve desired AI-friendly outcomes to influence the process and avoid optimizing for those outcomes.
It means they use data-driven attribution to automate tasks, and the process has all the necessary data.
Which of the following can be used to describe enhanced conversions for leads?
Uses third-party data
Requires Google Click Identifier (GCLID) storage
Requires customer relationship management (CRM) system modification.
Uses hashed, first-party data
Advertisers can benefit from the power of Google’s AI in what way?
Google’s AI replaces the need for analytics solutions.
Google’s AI can minimize marketing insights.
Google’s AI reduces the volume of search conversions.
Google’s AI can optimize performance in real time.
What’s the definition of a tag, as it pertains to digital advertising?
A tag is a large snippet of code that’s placed on the conversion page of a website.
A tag is a small snippet of code that’s placed on the conversion page of a website.
A tag is a large snippet of code that’s placed on the home page of a website.
A tag is a small snippet of code that’s placed on every page of a website.
Apart from conversion delay, what three additional factors influence conversion volume? Choose three.
Changes to ads
Changes to attribution model
Changes to discrepancy model
Changes to default browser
Changes in competition or seasonality
For what reason might an advertiser opt to use enhanced conversions for leads?
Because enhanced conversions for leads can improve the measurement of online conversions.
Because enhanced conversions for leads can use third-party data to improve their offline lead measurement.
Because enhanced conversions for leads can track sales that happen off a website from website leads.
Because enhanced conversions for leads can track sales and events that happen on a website.
In what way are incrementality experiments different from A/B experiments?
Incrementality experiments typically require a smaller sample size and less sophisticated statistical analysis.
Incrementality experiments determine the impact of ads on a consumer’s decision to convert or not.
Incrementality experiments measure the relative effectiveness of different versions of a marketing campaign.
Incrementality experiments both require a holdback group to determine which version of an ad performs better.
If you wanted to help an online store owner complete the implementation of conversion tracking tags into their website, how could Tag Assistant help you get that job done?
Tag Assistant could automatically create tag code snippets.
Tag Assistant could troubleshoot unverified conversion actions.
Tag Assistant could tell you which Google Analytics reports are incorrect.
Tag Assistant could create the Google Click Identifier tag (GCLID).
If you want event-based data as opposed to session-based data, what platform would you use?
You’d use Google Ads Conversion Tracking.
You’d use Google Analytics 4.
You’d use Google Analytics Classic.
You’d use Universal Analytics.
How can an advertiser set up enhanced conversions for web?
Enhanced conversions for web can be set up through Google Analytics Manager.
Enhanced conversions for web can be set up through Google Tag Assistant.
Enhanced conversions for web can be set up through Google Tag Manager, Google tag, or Google Ads API.
Enhanced conversions for web can be set up through the Google Ads API for enhanced conversions.
There are two types of optimization. What are they? Choose two.
Media mix optimization
Bidding optimization
Targeting optimization
Channel optimization
Catherine received a significant amount of traffic to her online pet store after launching her Display campaign. Unfortunately, many visitors to her online store didn’t make a purchase.
When creating a new Display campaign, which marketing objective should Catherine choose in order to reengage with these visitors?
Influence consideration
Drive action
Build awareness
Increase leads
Robert manages a website that sells sporting goods. He wants his products to be featured in various online sporting publications while potential customers are researching and comparing different football brands online.
Which option will help Robert influence customer consideration?
Affinity Audiences
In-Market audiences
Custom Affinity audiences
Demographic retargeting
Brian’s desired audience isn’t covered by the segments In-Market audiences offers.
What’s another suitable option Brian could choose to help him influence potential customer consideration?
Custom Intent audiences
Demographic targeting
Similar Audiences
Standard remarketing
Jacob’s Physical Toy Store Relies On Offline Metrics, Such As Store Visits And In-Store Sales. He’s Heard That Specialized Campaign Types Can Help Him Meet These Kinds Of Goals. Which Campaign Type Can Help Jacob Achieve His Offline Business Objectives?
Display
Video
Local
Discovery
Felix wants to start showing his Google Display Ads to a narrower audience with the help of demographic targeting.
Which two types of data are included in demographic targeting? (Choose two.)
Select All Correct Responses
Age
Occupation
Location
Gender
Postal code
You choose Influence consideration as your marketing objective and the Similar Audiences targeting option for a Google Display Ad campaign.
In Google Display Ad campaigns, what are Similar Audiences built from?
Topics
Placements
Keywords
Remarketing lists
Maria has been told that she should use the Performance Planner on a monthly basis.
Why should she do so?
To check for status issues
To review new keyword opportunities
To react to ever-changing external factors
To analyze demographic performance
Amy has created a new brand for her company’s goldfish training materials. She knows that other companies train goldfish and it is a popular sport, but realizes that it is a niche market. She wants to use a Google Display Ads campaign to build awareness for her new brand.
Which Google Display ad targeting option can help Amy with her goal of creating awareness within her niche market?
Standard remarketing
Affinity audiences
Dynamic remarketing
Custom Affinity audiences
Which automated bidding strategy should she use to accomplish this?
Retention-focused bidding
Consideration-focused bidding
Conversion-focused bidding
Awareness-based bidding
Frank runs a scuba-diving business that offers lessons and sells scuba-diving equipment. Frank wants to engage with users who are researching scuba-diving lessons.
Which marketing objective should Frank choose when creating his Display campaign?
Build awareness
Influence consideration
Drive action
Increase sales
A retailer owns a large online business selling antiques. They want to create a Display campaign.
What are two of the three inputs they must supply to create a Display campaign? Choose two.
Keyword examples
Example placements
Budget amount
Creative assets
Quinn recently launched a Display campaign for his women’s clothing store. Since the launch, his website traffic has increased, but sales have remained flat.
Which story shows Quinn using remarketing to drive action?
Quinn remarkets using his original business objectives and campaigns, with new users from an uploaded compatible list. By leveraging existing materials, he aims to extend his reach while saving cost.
Quinn creates a list of cart abandoners that identifies users who visited his website, considered buying his clothing, but didn’t purchase. He shows them an ad with a promotional discount code.
Quinn uses the In-Market audience segment for baking supplies with the intent of reaching potential customers while they’re actively browsing for women’s apparel and are close to a conversion.
Quinn creates a custom audience segment using keywords and URLs as inputs. He hopes to extend his audience to customers interested in women’s accessories.
Lucy is creating a new Display campaign with the goal of building awareness.
Which two targeting options might be suitable for her to use? (Choose two.)
Demographic targeting
Custom Intent audiences
In-Market audiences
Standard remarketing
Affinity audiences
A marketer is keeping track of the revenue generated by his campaigns. He wants to get a specific return for his ad spend.
Which type of automated bidding strategy will meet his needs?
An awareness-based bidding strategy
A conversion-focused bidding strategy
A consideration-focused bidding strategy
A revenue-focused bidding strategy
Trevor owns a manufacturing business that makes specialized hiking and rock climbing gear. He is a very small player in the market, but he is ready to scale up his business. Which Google Ads campaign type should Trevor use to increase his brand’s exposure and reach audiences with interests in hiking and rock climbing across the web?
Search
Shopping
Display
Video
Rebecca is a marketing executive at an airline company. She has been asked to plan her company’s online advertising budget on a monthly basis. She’s chosen Google Ads’ Performance Planner to help accomplish this task.
What are two advantages Performance Planner offers Rebecca? (Choose two.)
Select All Correct Responses
Performance Planner is free to use with any merchant-hosted storefront.
Performance Planner forecasting is powered by billions of Google searches conducted each week.
Performance Planner leverages machine learning for forecasting.
Performance Planner will help her identify funds from other operational budgets to allocate to marketing.
Performance Planner integrates with other budgeting software, such as QuickBooks.
Ben is currently managing a campaign that has a total investment of $7,000, generates 1,400 conversions, and has a CPA (cost-per-acquisition) of $5. Ben needs to sell excess inventory. To meet this goal, he’s willing to increase his CPA and campaign investment. Which of the following plans, built in the Performance Planner, will assist Ben in achieving his marketing goal of selling excess inventory?
An investment of $9,600 to generate 1,600 conversions with a CPA of $6
An investment of $9,800 to generate 1,400 conversions and a CPA of $7
An investment of $9,100 to generate 1,300 conversions and a CPA of $7
An investment of $8,400 to generate 1,400 conversions and a CPA of $6
You’re considering using automated bidding to make your campaign management process more efficient.
What are three ways that automated bidding can improve efficiency?
Select 3 Correct Responses
Sets the appropriate bid for each and every auction
Saves time and marketing resources
Sets manual bids for specific times of the day
Minimum and maximum bid values are determined by the daily budget
Integrates a large variety of signals to evaluate user intent
What are two reasons a marketer might use Responsive Display Ads? (Choose two.) Select All Correct Responses
Extended reach: Create ads that serve in most ad slot sizes, into both native and non-native inventory.
Guidance: Give instruction to users on how to adjust ad size, appearance, and format to fit a specific ad slot.
Cost-effective: Get more conversions at a similar cost-per-acquisition to other Display ad formats.
Improved communication: Respond immediately to any website visitor query with an automated speech system or text.
Gavin Is Creating A Google Display Ads Campaign To Help Grow Sales For His Online Clothing Store. His Goal Is To Connect With Users Who Previously Viewed Pages On His Website Without Making A Purchase. Which Option Will Best Serve Gavin’s Marketing Goals?
Similar Audiences
Remarketing
In-Market audiences
Affinity Audiences
Why does automating your bid vs. using manual bidding contribute to a successful Google Ads campaign?
If you don’t bid efficiently, you could miss valuable conversions.
The customer journey has become more complex and therefore bids should be based on general user behavior.
The appropriate bid can often be a static target that’s challenging to reach.
User intent and likelihood to complete valuable actions for your business don’t vary based on location, time, or device.
Of The Ad Formats Available On The Google Display Network, Which One Will Automatically Adjust Its Presentation To Best Fit The Available Space On Page?
Uploaded ads
Responsive display ads
AMPHTML ads
Image ads
Which two statements are true about the use of targeting options to optimize a Google Ads campaign? (Choose two.)
Device targeting allows you to reach customers on any device: desktops, tablets, and smartphones.
Occupancy targeting allows advertisers to serve ads to households with a specific number of occupants.
Employment targeting allows you to serve your ads only to those people who work in a specified field.
Location targeting allows ads to be served in the specific geographic locations you choose.
Jasmine is the director of marketing for a chain of clothing stores. She has been given a set budget and needs to drive as many potential customers to her website as possible.
Which automated bidding strategy should she use in her campaign?
Target impression share
Maximize conversions
Target return on ad spend (Target ROAS)
Maximize clicks
You manage marketing for a small business on a tight budget, yet you need to reach as many people as possible.
How can Google Ads help?
With Google Ads you always pay using cost-per-reach, predetermined by your budget.
Google Ads saves you time by deciding what your budget will be on a daily basis.
With Google Ads, your ads will show on every available search engine.
With Google Ads, you can choose a maximum amount to spend per month.
Ken sees a high level of success from his Display campaigns, and wants to take performance to the next level with the help of Dynamic remarketing.
How can Dynamic remarketing benefit him?
It will show exact products to potential customers that have previously seen them on his website.
It will help him display new products to previous visitors who viewed, but did not purchase, a product he sells.
It will connect with users based on their demonstrated in-market behavior and purchase intent.
It will reach audiences based on their lifestyles, interests, and passions.
Google Display Ads Lets Advertisers Upload Their Own Ads To The System, Allowing Advertisers Greater Control Over The Look And Feel Of Their Messaging. What Are The Two Types Of Uploaded Ads?
Image ads and dynamic ads
Shopping ads and remarketing ads
Video ads and call-only ads
AMPHTML ads and image ads
What’s provided by Responsive Display Ads?
Reach, scale, control
Complete creative control and simplicity
Reach, simplicity, automation
Complete creative control and reach