Google Display Ad Certification

What are the four steps to profit driven bidding in Google ads?

1. Define a formula that calculates total profits from Google ads 2. Run a broad-scale manual bid test. 3. Evaluate results and measure your profit. 4. Use automation to adjust your bids.

What is a targeting option is best for achieving brand awareness.

Affinity

What are the three marketing objectives that you be can choose from?

Build awareness: Increase how well people know your brand. Influence consideration: Encourage people to explore your products or services. Drive action: Get sales or leads by motivating people to take action.

What should you do to avoid exhausting your budget early on and evenly distribute your budget across the entire day?

Change the ad delivery method from accelerated to standard

Which targeting option is best for influencing consideration?

Custom intent

What is a custom-intent audience?

Define and reach people that have intent to purchase by entering keywords or URLs that best represent your audience.

Why is a Smart Campaign Ideal?

They're a great fit for those who want an easy way to reach relevant customers and drive results but have limited time or experience with managing Google Ads campaigns.

What is the benefit of linking your Google Ads account to Search Console?

To see if people reach your website via ads or organic search results.

When should you use "influence consideration" as your display campaign marketing objective?

When you want to engage with users that are actively researching products or services.

What are the three core automation models that drive Smart Display campaigns?

automated bidding, automated targeting, and automated creatives.

What is dynamic re-marketing?

ex. Hiroko wants to reach users that have viewed one of her bicycles but didn't purchase and show them an ad with that exact bicycle

What are the different approaches you can take with a Google Display Ad Campaign?

greater efficiency or greater creative control

What is a smart display campaign? What are the key benefits?

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. key benefits are simplicity, insights scale

when should you use conversion-focused based bidding strategies?

tracking actions post-click, valuing conversions equally, and looking to maximize the number of conversions.

What is a similar audience?

users that are similar in profile based on their recent browsing and interests around different topics.

when should you use consideration based bidding strategies?

when you want to get as clicks to your site as possible with a certain level of ad spend utilize the maximize clicks strategy.

when should you use awareness based bidding strategies?

when you want to increase visibility using Target Impression Share you can set a specific impression share threshold for a specific location on the search results page: anywhere, top of page, or absolute top of page.

When should you use "drive action" as your display campaign marketing objective?

when you want to re-engage with users that have already shown interest in your brand.

What is the benefit of choosing the "Search Network campaigns with Display opt- in" campaign type?

you can use one budget to advertise on the search network and display.

Which metric would you use to measure whether a branding campaign was successful?

Impressions

what are the two types of display campaigns?

Standard Display Campaign Smart Display campaign

What is the main goal of a Display Campaign Marketing Objective?

To reach a broad audience and maximize your brand exposure

What are AMPHTML ads?

AMPHTML ads enable marketers, publishers, and technology providers to deliver faster, and more secure ad experiences across all platforms by applying the principles of AMP to building and serving ads.

Where do ad extensions appear?

Ad extensions appear above the search results with ads on the Search Network.

Automated creatives

Ads are automatically generated from the building blocks you provide, like headlines, descriptions, logos, and images. They responsively fit into almost all ad slots across Google Display ads.

Why it is normal for a Google Ads campaign to go over the specified daily budget several days in a row?

Due to changes in web traffic, your total daily cost might be up to 2x your daily budget. You won't be charged more than your average daily budget multiplied by the average number of days in the month.

What is a targeting option that will help drive action?

Dynamic Remarketing: Ads that include products or services that people viewed on your website.

How does Performance Planner forecast campaign performance?

Forecasting, Simulation, Machine Learning, Validation

what bid strategies are there to choose from?

Maximize Conversions Target cost-per-acquisition (tCPA) Enhanced cost-per-click (eCPC)

Why it is important to have negative keywords?

Negative keywords are an important part of every campaign because they help make sure that your ads appear only to people looking for what you offer.

What are the two main types of ad formats you can leverage for your Display campaign?

Responsive Display ads: Greater efficiency and scale Uploaded ads (Image & AMPHTML): Greater control

Which is the following is not a component of Google Display ads' value proposition?

Search

Automated bidding

Set a daily budget and then have Adwords automatically adjust your bids to get the most clicks or conversions possible within your budget.

What is standard re-marketing?

Show ads to your past visitors as they browse network websites and use network apps.

What is a targeting option that will help drive action?

Standard remarketing: show ads to past visitors as they browse network websites and use network apps. Communicate with people who've previously visited key pages on your website.

Automated targeting

Targeting optimizes where the campaign runs, which means ads increasingly show where they'll get you the most business. Smart Display campaigns drive remarketing and prospecting alike.

Efficiency

Use responsive Display Ads: They automatically adjust to the available ad space. They can run in native and non-native inventory.

What is an affinity audience? When is it used?

When you want to reach a broad audience and maximize your brand exposure

When should you use "build awareness" as your display campaign marketing objective?

When you want to reach a broad audience and maximize your brand exposure.

Creative Control

option will limit her reach, as uploaded ads don't have access to the same inventory as Responsive Display Ads.

What is an in-market audience?

people who are actively researching and intending to buy new products or services.