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Google ads certification assessment
Ways google ads advances business goals - correct answer -drive sales -get leads -increase website visits -influence consideration -build awareness -promote your app 3 Principles Google ads is built around - correct answer Relevance Control Results Relevance - correct answer helps you connect with the right people, with the right message, at the right time. Your ads can appear on Google Search, Youtube, and more, just when someone is looking for products or services like yours. You can also customize options, such as keywords and location, to get in front of the most relevant customers Control - correct answer google ads give you complete control over your budget. You choose how much to spend per month, per day, and per ad. Based on your settings, Google Ads uses a lightning-fast action to determine which ad to show. If you want to change your strategy, you can easily adjust your ad, modify your budget, or pause and restart a campaign. Results - correct answer use measurement tools to understand how your campaigns are performing. Plus, smart technology lets you create, manage, and optimize your campaigns so you can get the most out of you investment Q: You're a brand manager with an commerce retail company, and are looking to advertise online and measure the volume of sales coming from your digital campaigns. Which benefits google ads could help? - correct answer A-Results
Google Ads campaign types - correct answer Search Display Video Shopping App Search - correct answer search ads appear next to google search results and on other Google partner sites, like YouTube, when people look for businesses like yours. With a search campaign, you can make sure potential customers notice your brand, consider your products, and take action. Display - correct answer can appear across a network of more than 2 million sites and apps, reaching 90% of people on the internet. Your ads get matched to content related to your business or to your customers' interests. Use a Display campaign to increase exposure and reach audiences with specific interests across the web. Video - correct answer with video ads, you can reach the right audience at scale and capture their attention. Show your ads on their own or within other streaming video content across YouTube and across Googles network of websites and apps. Only pay when people choose to watch your ad. Video Shopping - correct answer shopping ads appear next to search results and near text and responsive ads. Shopping ads promote your products by giving consumers detailed information about what you're selling before they select your ad. Use a shopping campaign to advertise your online and local inventory, boost traffic to your website or local store, and find better-qualified leads. App - correct answer after a simple setup process, App campaigns run ads across Google's largest properties, including Search, Play, and Youtube, as well as thousands of mobile sites and apps. Your ads and bids are automatically adjusted to get the most downloads. Just add a few lines of text, a bid, and some assets, and the rest is optimized to help customer find you. Specialized campaign types - correct answer Local Hotel Discovery
What is a Smart Display campaign? - correct answer -Smart display campaigns are a campaign type that uses full automation. It bundles together all the pillars of successful Display campaigns and accesses the best of Google's machine learning capabilities to optimize and automate nearly all aspects of your display campaigns. You provide a few inputs: —what your ads will say —images you want to use —daily budget and cost per acquisition (CPA) performance targets. Note on smart display campaigns - correct answer -to be eligible to set up a smart display campaign, you need to have gotten at least 50 conversions on Display —or at least 100 conversions on Search- in the last 30 days Key benefits of smart display campaigns - correct answer simplicity Insights Scale 3 core components of smart display campaigns - correct answer automated bidding automated targeting automated creatives Smart campaigns may be good if you: - correct answer -are new to display advertising and want a highly performing campaign -Have limited display advertising to remarking but now want to reach people earlier in the buying process —Want to attract additional customers beyond your manually targeted campaigns or simplify your existing campaign structure: Standard display campaign - correct answer You can manually select your targeting, bidding, and ad formats.
Targeting: 3 mktg objectives to choose from - correct answer -build awareness -influence consideration -drive action 4 main bidding strategies to choose from - correct answer Enhanced CPC Maximize conversions Target ROAS Ad formats enhanced cpc - correct answer automatically adjusts manual bid up or down based on each clicks likelihood to result in a conversion Maximize conversions - correct answer drive as much conversion volume as possible within your budget Target ROAS - correct answer automatically sets bids to help get as much conversion value as possible at the target return on ad spend you set Ad Formats - correct answer -there are two main types of ad formats you can leverage for your Display campaign: —Responsive Display ads: Greater efficiency and scale —Uploaded ads (Image &HTML): Greater control What is NOT a component og Google ads value prop? -performance -search -machine learning -intent - correct answer SEARCH
Drive Action - correct answer -when you want to re-engage with users that have already shown interest in your brand, we recommend selecting drive action as your Display campaign marketing objective Re-marketing - correct answer -lets you show ads to the people who have demonstrated their interest in what you offer with their visit to your website or app. Its how you reconnect with great prospects as they browse the millions of websites and apps available on the network Standard re-marketing - correct answer -show ads to your past visitors as they browse network websites and use network apps. Communicate with people who've previously visited key pages on your website across screens, giving you a powerful new way to match the right user with the right message Dynamic Re-marketing - correct answer -work to boost your results with dynamic remarking which takes remarking to the next level with ads that include products or services that people viewed on your webstiel create dynamically generated displays ads with product data pulled from a pre uploaded feed. You can achieve great performance showing to users products they have seen on your website, with low effort in campaign, ads and remarking lists creation Which type of re-marketing is better if you don't have a data feed? - correct answer Standard Which targeting option is best for achieving brand awareness - correct answer affinity Which targeting option is best for influencing consideration - correct answer Custom intent Automated Bidding - correct answer bidding is a key success factor for online marketing, and the bid strategy you choose directly influences how your campaigns perform and how visible your ads are in the unique moments that are important to your business. Google Ads offers several bid strategies that are tailored to your marketing goals and different types of campaigns. Depending on your focus, you can determine which strategy is best for you.
Key factors to keep in mind when setting bids - correct answer Performance Auctions User journey Benefits of automated bidding - correct answer Machine Learning Auction time bidding Auction-time bidding - correct answer Our bidding algorithms tailor bids to each users unique context, using relevant signals present at auction time. This is a unique capability in the market, as it allows for bid differentiation, with a high degree of precision based on the conversion opportunity of each auction. Awareness-Based Bidding Strategies: - correct answer you should choose this bid strategy if you want to make sure that your ad is visible for certain queries and even at certain locations on the page. Goal: -visibility Bid Strategies to Choose from: -target impression share: this helps make sure your ads are meeting a specific impression share threshold for a specific location on the search results page: anywhere, top of page, or absolute top of page Use case: -this is for raising awareness of your brand and campaigns that include brand terms Consideration-focused bidding strategies - correct answer -choose this bid strategy if you want to drive as many clicks as possible within a set level of spend. Goals: -clicks
the past 30 days for Search and at least 15 conversions in the past 30 days for Display. Goal: -Revenue Bid strategies to choose from: -Target Return on ad spend (Target ROAS): Automatically sets bids to help get as much conversion value as possible at the target return on ad spend (ROAS) you set Use case: -if you want to automatically optimize bids to maximize revenue within your target ROAS Note**** Enhanced CPC, Target CPA, Maximize Conversions, and Target ROAS fall specifically under the umbrella of Google Ads Smart Bidding. They're conversion based bid strategies that leverage an exclusive set of signals to bid at auction time. Hiroko has reviewed all of the available automated bidding strategies. Which one should she choose if she's focused on conversions to increase online bicycle sales within her budget? - correct answer -Maximize Conversions Which of the following is a core benefit of Google Ads automated bidding? -user id based bidding -impression share based bidding -auction time bidding -daily budget pacing - correct answer -Auction Time Bidding Match each auto-bidding strategy to the right campaign goal: - correct answer Target Impression Share——Visibility Maximize——Traffic
Target CPA——Conversions Target ROAS——Revenue 2 Ad Format Options - correct answer Efficiency Control Efficiency - correct answer Responsive Display ads, because they automatically adjust to available ad space and run in native and non-native inventory Control - correct answer Uploaded ads, for whenever you have exact requirements for your ad, it will limit your reach however, because uploaded ads don't have the same level of access to inventory Responsive Display Ads - correct answer -responsive display ads give you the ability to upload your own assets and create ads that serve in all ad slot sizes, into both native and non-native inventory. Simply upload your assets (images, videos, headlines, logos, and descriptions), and google will automatically create ads. They're built for performance, reach, and scale. Key benefits: -not only do responsive display ads look great, they perform. On average, we tend to see 50% more conversions at a similar cost per acquisition when advertisers add responsive display ads to their image ad campaigns. Automation: -when you create a responsive display ad by uploading different assets into google ads, google uses a machine learning model to determine the optimal combination of assets for each ad slot based on predictions built from your performance history Reach:
-Lighter ads can lead to better ad experiences: AMPHTML ads are 3x lighter in load and rendering than regular ads which may result in users having a more positive experience with your brand. -Safer ads build trust in your brand: AMPHTML ads need validation before they're served, reducing the risk of malware and building trust in the brands users are engaging with. True/False: Uploaded ads give advertisers access to more inventory than Responsive Display Ads: - correct answer -False By planning your Google Ads budgets in advance, you can: - correct answer - Understand the future spend potential of current Google Ads campaigns to help drive budget decisions -Take advantage of seasonality to capture incremental opportunities -Set optimal bids and budgets across your campaigns to help ensure that ROI performance is maximized -Find new opportunities to grow your sales volumes with Google Ads Whats the google Ads Performance Planner? - correct answer -Performance Planner is a new forecasting tool that uses machine learning to reveal the possibilities for your Google Ads campaigns. With this tool, you can explore forecasts for your upcoming mostly, quarterly, and annual budgets for current campaigns, while also helping to improve your return on investment. -Performance Planner will generate a forecast of what your campaigns will achieve for a future period, if you make no changes to your current campaigns. THIS FORECAST IS REPRESENTED BY THE GREY DOT. How does Performance Planner forecast campaign performance? - correct answer Performance Planner uses a combination of account history and machine learning to power forecasts. In Google Ads tools, forecasts must meet a certain level of
accuracy. As a result, the confidence interval of these forecasts is likely greater than that of other available forecasts tools. Forecasting: - correct answer -google search ad auctions—made up of billions of searches per week—powers our forecast engine Simulation - correct answer -our forecast engine simulates relevant ad auctions with query level variables, including seasonality, and clickthrough rate, competitors, landing page, and time of day. Machine Learning - correct answer -we use machine learning to fine tune forecasts and achieve a higher level of accuracy Validation - correct answer -we perform forward and backward measurements of accuracy for thousands of campaign samples —across one, seven, 30, and 90 day periods —to ensure we're making valid recommendations. Note**** Performance Planner is different form the Recommendations page. On the Recommendations page, you can apply optimization suggestions to help improve your campaigns. Whereas Performance Planner is your go-to tool for deciding the budget required to help reach your marketing goals Why use Performance Planner in Google Ads over traditional forecasting methods? - correct answer -highlights growth opportunities for your Google Ads always-on campaigns. Having the optimal budgets and bids is crucial to making the most of your marketing budget and growing your business with Google Ads. --Get accurate Forecasts —forecasts are based on Google data an your account's historical performance, and then validated using machine learning. That means Performance Planner plans are more likely to hit KPIs than prior estimation methods. -Get the benefits of machine learning: —Performance Planner helps you discover the best bids and budgets so you can drive the most conversions for any spend scenario
Additional spend and resulting conversion scenarios at higher target CPA goals (reduce profitability to increase total conversion volume) Why Should I use Performance Planer every month? - correct answer -Seasonality, fluctuating auctions, and competitors mean that Google Ads campaigns should be planned and optimized on at least a monthly basis -Using performance Planner every month lets you optimize your budgets and bids so you can drive more conversions for the same investment Best practices for performance planner - correct answer Create separate plans for each marketing objective: -dont add all brand and generic campaigns into the same plan. That's because different campaigns often have different marketing objectives. Incremental conversions are achieved by creating separate plans for each marketing objective. Set Bids and Budgets using non-last click conversions: -by default, Performance Planner will forecast conversions based one whats included in the conversions column in your google ads front end. To allocate budgets that drive incremental conversions, set bids and budgets using non-last click conversions in your Conversions column. Regularly check your plan -forecasts improve when plans are generated closer to the actual run date. Make sure to regularly check on your plan before implementing it. What changes will Performance Planner recommended? - correct answer -once you use Performance Planner to create a plan with the target date, campaigns, budget, target conversion volume, and target cost-per-acquisition (CPA) for upcoming periods, the tool will provide one of the recommendations below. These recommendations are campaign settings forecasted to help drive maximum conversions and the most efficient return your investment for your targeted budget. Search Manual cost-per-click (CPC) or Enhanced CPC campaigns - correct answer - recommended average daily budget and campaign bid scaling (1.5 scaling means + 50% bid scaling)
Search Maximize Clicks or Maximize Conversions campaigns: - correct answer - recommended average daily budget Search Target CPA or Target return on ad spend (ROAS) campaigns: - correct answer -recommended average daily budget, campaign level target CPA, or Campaign-level Target ROAS NOTE *** Performance planner is a planning tool and does not optimize in the Google ads front end toward forecasted KPIs. Unpredictable external factors in a dynamic auction environment can mean Performance Planner forecasts may have discrepancies, so its important to continually monitor performance and optimize toward performance targets How do i see and implement these recommended changes? - correct answer - Performance planner provides a CSV download with the recommended bid scaling, Target CPA, Target ROAS, and average daily budget amounts. You can manually apply these suggestions through the Google Ads campaign management interface, or you can download a Google Ads Editor file and upload to Google Ads Editor to see and action the recommended changes Performance Planner Best Practice: - correct answer use non last click attribution conversions -Create multiple plans for campaigns that have different marketing objectives -use performance targets feature -use optimization score in the recommendations page to improve your campaigns What is the main goal of the Google Ads Performance Planner tool? - correct answer -It helps you forecast and determine your budgets, while also improving your return on investment
