Digital Certification test 2021

Which of the following search advertising best practices will help you create an engaging ad experience?

Align your landing page to the copy of your ad. That's right! Showing how well you can match your ad copy to your landing page will help you create an engaging ad experience.

At what stage in the buyer's journey is demographic targeting most effective?

Awareness That's right! Demographic targeting is great for identifying new audiences in the awareness stage based on the demographic information of your buyer persona.

Which of the following should be the first way you optimize your paid media campaigns?

Bidding That's right! You always want to make sure that your budget is being spent correctly and efficiently.

Which of the following does NOT impact Ad Rank?

Bidding strategy That's right! Your bidding strategy is not one of the three factors that impact Ad Rank.

Fill in the blank: _____ ads are the most effective for driving leads.

Content ads That's right! Content ads are focused on lead generation and can be used effectively at the awareness and consideration stages.

What three platforms work together in programmatic advertising?

Demand-side platform, supply-side platform, data management platform That's right! A DSP, SSP, and DMP work together to autonomously place digital ads in real time.

Select all that apply. Which of the following is an example of contextual targeting?

Display ads on a web page Sponsored content on a publication That's right! Display ads and sponsored content are both examples of contextual targeting.

Which of the following social media advertising best practices will help you create social media ads designed to drive high engagement?

Experimenting with different types of ad content, like videos or GIFs. That's right! Videos and GIFs can help you capture the attention of your audience and entice them to engage with your content.

True or false: Digital advertising has no impact on your organic marketing efforts.

False

While Facebook focuses on targeting your ads based on your audience's interests, Google Ads focuses on targeting your ads based on your audience's:

Intent You got it! When you use Google, you're usually looking for the answer to a specific question, making Google Ads perfect for letting you target ads towards your audience's intent.

Which of the following is a reason why advertising was not originally part of the inbound playbook?

It was seen as intrusive and annoying, not helpful and relevant. It wasn't targeted. There wasn't a great opportunity to control the content of your ad. all of the above

Fill in the blank: _____ ads are designed to collect information like name and email address.

Lead ads That's right! Lead ads allow people to fill out a form and access your content without leaving the social media platform.

The Evergreen Environmental Organization is a fictional nonprofit. One of their marketing goals is to build up the newsletter subscription database. They have a campaign and budget in place but the manual bidding strategy does not always spend their daily budget. Which of the following automated bidding strategies will help get the most out of the budget for this campaign?

Maximize conversions That's right! Maximize conversions will spend all of your daily budget in an effort to drive the most conversions as possible.

Select all that apply. Which of the following is a possible UTM parameter?

Medium Content Term Source Campaign That's right! The five UTM parameters allow analytics software to track information about how visitors are coming to your site and if they're interacting with any content associated with a campaign.

If you wanted to highlight discounted pricing in your Google text ad, which ad extension should you include?

Promotion That's right! Promotion extensions make it easy for you to keep your pricing up to date without the need to create new ads.

Running search ads for your brand keywords will help you:

Protect your brand from your competition's ads That's right! If you aren't running ads for your brand keywords, your brand is vulnerable to losing qualified traffic to your competition.

Scenario: You spent $500 on an ad campaign last month. In your reporting, you see that your ad campaign impacted $2,000 in revenue. What is your ROAS?

ROAS, is calculated by dividing your revenue by your ad spend. $4 That's right! ROAS is a helpful metric for deriving business value form your advertising efforts.

What is the most popular bidding strategy for programmatic advertising?

Real-time bidding That's right! While there are other bidding strategies for programmatic advertising, real-time bidding is the most common.

Organic reach on social media networks like Facebook is:

Shrinking

Which of the following coffee brand ad copy examples follow the best practices for simplifying language?

Start your day with a cup of award-winning coffee. Your snooze button will thank you. That's right! By simplifying your ad copy, people will be able to quickly understand your message.

What's retargeting?

Targeting your advertising to people who are already familiar with your brand. Well done! With a tracking pixel on your website, you can advertise to people based on actions they've taken on your website.

Which of the following can digital advertising help you accomplish?

That's right! Using paid search ads can help you gain more real estate on the search engine results pages than with your organic search results alone.

What is programmatic advertising?

The use of artificial intelligence and machine learning to buy ads in real-time That's right! Programmatic advertising is a great way to take the guesswork out of digital advertising and streamline your process.

Get Fitness is a fictional studio that sells fitness classes. The fitness industry is highly competitive and consumers are known to not be very brand loyal. Which paid media initiative will likely be most successful for this business?

Video ads showing the class's value That's right! Since consumers are not brand loyal in this industry, video ads that focus on the value they will get out of the class will be more effective.

Fill in the blank: A lookalike audience is made up of people who ______________.

share the characteristics of your existing audience. That's right! Lookalike audiences allow you to reach new people that are similar to your best customers.

A simple decay attribution model gives:

a weighted percentage of credit to the most recent touchpoints That's right! The simple decay attribution model is particularly useful if your business has a short buying cycle.

You should you create a custom landing page for your digital ads to:

align your ad creative and landing page copy remove navigation and distractions from your landing page have a consistent CTA That's right! By providing a consistent and simple digital advertising conversion path, you'll be able to optimize your conversion rate.

Fill in the blank: A keyword set to ______ displays your ad when the search term contains any or some combination or variations of the words in your keyword, in any order.

broad match That's right! The broad match type will serve your ad to the widest number of variations of your keyword and is the default setting in Google Ads.

True or false: Extensions show with your ad regardless of your Ad Rank.

false That's right! You must meet Google's minimum Ad Rank for extensions to be shown.

Select all that apply. With behavioral targeting, you could reach people who:

viewed your pricing page researched a topic related to your industry visited your website That's right! Behavioral targeting is an effective way to advertise to people based on their web browsing behavior. Next