Programmatic

What occurs when auto-tagging is enabled?

A Google click ID is appended to all landing page URLs

Data suppliers

A company that collects audience data from various sources and sells it to advertising companies

TrueView

A format that is built for the engaged audience Skippable, in-stream video on Youtube, and with partners across the web and mobile app Charged on a cost-per-view model so you are only charged when a user completes the video or interacts with the ad (this grants advertisers incremental exposure) You usually do not want to set TruView line items to ASAP pacing

TrueView for Action

A function on DV360 that helps to drive lower-funnel actions like website clicks and conversions Displays a call to action after a video Run on a target cpa - ensures that you're getting the lowest cost per action

When a "plan" is executed in Planning, what information is pushed to Campaign Manager? (A) A list of cr

A list of placements you intend to purchase and the publishers you're buying inventory from

Pull the performance data. (Favor context that's good for your audience and brand)

A page-level category performance report for your targeted categories A keyword performance report for your targeted keywords Filter: Advertiser, IO (to ensure you're reviewing the data for this strategy only) Dimensions: First report: Page-level categories Second report: Keywords Metrics: Impressions, Clicks, CTRs, Cost-per-thousand impressions (CPM), CPA

What account structure should be used to share Floodlight tags and audience lists between multiple Advertisers?

A parent/child relationship

To set ad status to "active," which two objects must be assigned to an ad?

A placement An active creative

Data Management Platforms (DMPs)

A platform to aggregate, action and analyze audience data from internal sources and third parties

Publisher Ad server

A technology platform that manages and tracks ad space

Trading Desks

A trading desk is a programmatic buying specialist company that plans and executes programmatic media buys. Trading desks can be part of an agency holding company or be independent.

What is required to track mobile app conversions using Floodlight tags?

A user-resettable device identifier passed to both Floodlight tags and the ad tags running in apps

What is required for creative approval?

A valid landing page

Google Preferred

A youtube format that allows advertisers to place their ads on high performing ads on youtube Top 5% of videos among the 18-34 age group

What HTML elements of a Floodlight tag's iFrame code identify the unique activity?

"type" and "cat"

What percentage of banner, video, native and social ad placements are bought programmatically?

80%

What report can identify when a campaign overspent the budget?

Basic or Standard report, grouped by "Time of Day"

Which three requirements must be met to run a successful ad copy test? (select three) Select All Correct Responses

Ads must only include one ad copy test at a time Each ad must contain only one landing page URL Minimum number of required impressions for each ad group

Avoid over-targeting to large audiences (Tips and pitfalls when driving action)

Be careful of limiting your audience size by adding too much targeting. First-party targeting should be set alone and without additional targeting layers.

Set bid strategy as "Minimize CPA" when spending your budget in full (Tips and pitfalls when driving action)

Be certain you have set the correct conversion counting method for each line item.

Bid multipliers

Bid multipliers let you strategically increase or decrease bids based on the targeting for your line items, allowing you to allocate more of your budget to the higher-performing contexts. This creates efficiencies, since rather than create multiple line items for each targeting layer with its own bid, Eric can now make the optimization directly in one line item. You can also lower the bid multiplier to a percentage for low performing lines

What level should be used to evaluate performance of a bid strategy?

Bid strategy

Which three engines are supported by the Search Ads 360 API? (select three) Select All Correct Responses

Bing Gemini Google Ads

Which two types of campaigns do bid strategy opportunities analyze? (select two) Select All Correct Responses

Bing Ads manual campaigns Google Ads manual campaigns

Ads.txt (Protect your brand)

Ads.txt is a method for sellers to declare which inventory is authorized, therefore removing counterfeit and misrepresented media. Only the owner of the website can post this information, making it valid and authentic. In Display & Video 360, buyers have the ability to target only authorized inventory.

What bid strategy goal should be used to create a custom strategy with multiple ERS, ROAS, and CPA targets?

Advanced Targeting

When a reporting view is saved, who has access to the view?

All users within that advertiser

Attribution

Attribution measurement is the idea that an outcome is caused by specific, quantifiable factors; therefore, each must be looked at individually and can be quantified in a bottom-up manner. Example: A marketer uses real-time reporting to quantify the value of each ad impression within a particular campaign.

Line item brand safety

Audience types: G, PG, T, MA, ? (not yet labeled) Sensitive category exclusions adult, derogatory, gambling, alcohol, drugs, etc. (select as many as you want)

Identify interested audiences. (Refine your audience)

Audiences who clicked Audiences who converted

What are two Video Verification metrics? (select two)

Audio muted at start Video Prominence Score

Marketing Funnel

Awareness Consideration Purchase Loyalty

Brand lift (Insights)

Brand lift uses surveys to measures the impact that the campaign's ads have on the perception of your brand.

Which three settings could prevent deals from meeting their ad-serving goals? (select three)

Brand safety and sensitive category targeting Geotargeting and bid strategies Demographics and audience targeting

Brand Marketing

Branding is a long-term effort to build and broadcast a brand's image and perception. Branding campaigns focus on consumer awareness and consideration.

What insertion order settings must be set before a campaign can go live?

Budgets and flight dates

Identify the best times for reaching people. (Favor the best-performing display times)

Build pivot table to show day over day trends: Ads that get the most clicks Ads with the best CTRs

Which three features can a call-tracking partner use to send data to Search Ads 360? (select three) Select All Correct Responses

Bulksheets Campaign Manager API Search Ads 360 API

Which two types of uploads can be made through an sFTP endpoint? (select two) Select All Correct Responses

Bulksheets Conversions

Which two features may be used to upload offline conversion data to a Search Ads 360 keyword ID? (select two) Select All Correct Responses

Bulksheets Search Ads 360 API

Which three features can be used to integrate offline conversion data? (select three) Select All Correct Responses

Bulksheets sFTP Search Ads 360 API

IO buying

Buyer and seller meet in a person-to-person sales process Media purchased in blocks of 1,000 ad impressions Sales negotiations establish pricing Buyer pays a fixed rate established in the IO Marketers know in advance exactly where their ads will appear Ad placements are reserved for or guaranteed to a specific buyer

Automated buying

Buyers and sellers can be matched through programmatic platforms Ad impressions can be purchased individually Real-time auctions can be used to determine media cost Pricing may fluctuate based on market demand Marketers may not know where their ads will appear Ad placements are not guaranteed unless special controls are in place

Inventory settings

Buyers can adjust DSP inventory settings to purchase or exclude impressions from specific ad exchanges or specific publishers, sites, or apps.

Contextual targeting

Buyers can also use contextual targeting to place their campaigns alongside specific kinds of content. Contextual targeting can be based on keywords, content categories (sports, entertainment, etc.), language, and more.

What does research show about consumer web traffic?

By 2021, digital video will be more than 80% of consumer web traffic.

Connected TV (CTV)

CTV devices such as smart TVs, gaming consoles, and streaming sticks (Google Chromecast, Apple TV, Roku, etc.) allow consumers to receive and display OTT content on a television screen, in addition to programming from broadcast or cable TV.

In what order should new entities be created (assuming no campaigns already exist)?

Campaign > Ad Group > Ad > Keyword

When a Search Ads 360 advertiser is linked to Campaign Manager, which product sets the timezone?

Campaign Manager

When using a placement media cost cap, what will happen once the cap is reached?

Campaign Manager will stop calculating and reporting Media Cost for the Placement moving forward

Where can an advertiser set their campaign goal?

Campaign Settings

In addition to programmatic capabilities, what other four capabilities are available in Display & Video 360?

Campaign management Managing audience lists and segments Creative assignment Cross-platform measurement

Which three workflows can be used to make bulk edits? (select three)

Campaign spreadsheet upload The Edit Multiple button The DCM/DFA Reporting and Trafficking API

At which two levels can URL Templates be set up? (select two) Select All Correct Responses

Campaigns Engine

Display & Video 360 organizes campaign execution into five task-based modules

Campaigns Audiences Creative Inventory Insights

Which two filters are available in the change history report? (select two) Select All Correct Responses

Change Type Campaign

Contribution

Contribution measurement is the idea that many factors combine to contribute to an outcome; therefore, each must be looked at within a broader context and should be quantified in a top-down manner. Example: A marketer looks at all of their various marketing channels at the end of the year and runs a regression analysis to determine the overall value of each channel.

What type of bid strategy is supported by the forecasting tool?

Conversions or Revenue

The Insights tab in Reporting shows the view performance against which three goals? (select three)

Conversions per impression Cost per activity (CPA) Click rate

What report in Report Builder shows the number of unique users who have interacted with ads?

Cookie Reach Overlap

What timezone is used in Data Transfer (DT) timestamps for impression and click files?

Coordinated Universal Time (UTC)

What two Floodlight activity group types can be set up? (select two) Select All Correct Responses

Counter Sales

What step would an advertiser take to target a list of email addresses?

Create a Customer Match list for TrueView

What action can be taken to select which columns appear in the trafficking interface?

Create a custom view

When a Top Conversion Paths report shows that most users enter the purchase cycle with a rich media interaction, what action can be taken to optimize the campaign?

Create a sequential rotation with the Rich Media creative set first

What settings are required to give a user reporting access for a single advertiser?

Create a user profile with a reporting-only user role, and filter for that advertiser

Audience discovery and management (Audience Management)

Create audiences from campaign data, or combine audience lists from different sources. You can easily analyze and report on your audiences and gain insights directly from the Audiences module.

At what level can landing pages be set, so they are the same across multiple ads?

Creative

Creative workspace (Creatives)

Creative teams can now work on custom-rich media and data-driven creatives in the same interface as media and data teams.

Counters and Total Interactions metrics are available for which type of creatives?

Creatives built in Studio

Identify the best-performing creatives for raising awareness. (Favor the best-performing creatives)

Creatives with high click rates (successful at bringing people to your website) Actual conversions indicate that your creative aptly conveyed the product on your site — the creative brought them to the website, but the product sold itself

Which metric is NOT available in Data Transfer?

Cross-environment conversions

What metrics estimate conversions that measure user behavior across devices and environments?

Cross-environment metrics

What feature may be used to report on a specific Floodlight conversion?

Custom Column

What must a Floodlight tag include to capture product data alongside a conversion?

Custom Floodlight variable

What Floodlight feature can be used to create a custom audience list that targets customers who purchased a specific product or service?

Custom Floodlight variable that captures the product or service ID

DSP

Demand-side Platform A platform for buying media that combines multiple inventory and data sources DSPs allow buyers to build ad campaigns that can tap into multiple ad exchanges and appear on thousands of publisher sites. The DSP is the platform that controls all aspects of the buy, from whom to target to how much to spend.

Measure your media

Display & Video 360 provides an instant reporting experience, intelligent alerts, and a centralized, brand-quality hub for real-time media measurement.

Reach your audience

Display & Video 360 provides holistic audience creation and insights, combined with access to premium inventory, to reach high-value customers.

Deliver faster and smarter marketing

Display & Video 360's workflows and built-in intelligence allow you to spend your time on more strategic activities.

Display/video viewability

Display - 50% of ad in view for at least 1 second Video - 50% of ad in view for at least 2 seconds

Banner ads

Display ads or banner ads are self-contained boxes of graphics and text appearing alongside content on a publisher's website or app.

Line item audiences

Done in an "or" relationship,. If a user is on both lists, then we will be charged the amount of highest list. First-party: Transferred over from CM360 or any other integration I have Third-party: Through companies like Oracle at a cost.

Which two objectives can be selected as a campaign goal? (select two)

Drive offline or in-store sales Raise awareness of my brand or product

When creating new video line items, what are two execution methods that save time? (select two) Select All Correct Responses

Duplicate video line items, then make bulk edits to targeting Use Structured Data Files to bulk upload new video line items

What section within a Floodlight activity's settings allows users to add publisher tracking tags?

Dynamic tags

What function do ValueTrack parameters perform?

Dynamically insert information

True of false? Programmatic is only appropriate for direct response marketing campaigns.

False

True or false? Programmatic audio inventory supports only digital audio ad formats.

False

Pull a TrueView report. (Favor TrueView creatives that get the most views)

Filter: Advertiser, IO Dimensions: Ad Group, TrueView Ad Metrics: Impressions, Views, View Rate, Earned Views/Subscribers/Likes/Shares, Revenue, Click Rate, Effective Cost per Views (eCPVs), Engagements*

Pull a general/standard basic report for site performance. (Favor the sites where your ads were seen)

Filter: Advertiser, IO Dimensions: Apps/URLs Metrics: Conversions (clicks or activities) Active View metrics*: % Eligible, % Measurable, % Viewable

Pull a general/standard basic report. (Favor the best-performing sites and apps)

Filter: Advertiser, Insertion Order Dimensions: App/URL, Digital Content Label Metrics: Delivery: Impressions Active View*: Eligible, Measureable, and Viewable Performance: Events/activities Video Schedule: Minimum 7-14 days of data

Pull a general/standard basic report. (Favor the best-performing display times)

Filter: Advertiser, Insertion Order Dimensions: Time of day, Day of Week Metrics: Impressions, Clicks, CTRs, Conversions

Pull a general/standard basic report. (Favor the best-performing creatives)

Filter: Advertiser, Insertion order Dimensions: Creatives, Creative Size, Creative Type Metrics: Impressions, Clicks, CTR, Costs, Viewability, Average Interaction Time Sort by impressions, costs, and then clicks

Pull an audience performance report. (Refine your audience)

Filter: Advertiser, Insertion order (raise awareness) Dimensions: Audience Metrics: Impressions, Clicks, Clickthrough rates (CTRs), Conversions Report options: Include all audience lists and remove the rows with minimal impressions (<1,000). Include only targeted audiences to narrow the lens to your current targeting set-up.

Are you meeting your CPA goals? (Optimize CPA)

Find out by expanding each line item to adjust bids, budgets, or frequency.

Benefits of the inventory module

Find premium packaged inventory: Quickly locate inventory across exchanges and publishers within Marketplace. Easily manage your deals: Keep track of your already negotiated deals all in one place with the My Inventory function. Negotiate deals and inventory: Work directly within the module to negotiate for your desired inventory and inventory packages.

What report can help verify if pixels load correctly on a webpage?

Floodlight

Which two conversion sources can be reported in custom columns? (select two) Select All Correct Responses

Floodlight Google Ads Conversion Trackers

Where are Campaign Manager and Display & Video 360 linked?

Floodlight configuration

Floodlight tags

Floodlight tags are designed to track what users do after they see or click on ads. Are they converting? And what constitutes a conversion, exactly?

More line item optimizations. (Optimize CPA)

Have line items that exclude pixels on pages that are further along in the purchase journey. If there aren't enough actions on the "Thank you" page, try optimizing for line items that get the most people to click. Optimize for loyalty. Target the "Thank you" page and assign creatives to upsell or bring customers back for a new experience. Target similar audiences to the one that's been to the conversion page.

What are the reasons why you'd use bid multipliers as part of your campaign?

Help you more efficiently and effectively manage line items and their budgets

Identify low performers. (Favor the best-performing creatives)

High click rate with low conversions may indicate that your creative is aggravating consumers by being easy to trigger accidentally

Identify the high performers. (Favor context that's good for your audience and brand)

High clicks High conversions Reasonable CPAs show whether your conversions come at a reasonable cost

See if budget is limiting serves today. (Optimize insertion orders (IOs) and line item budgets)

If you're overspending, it means that your budget is limiting your remarketing serves. Use the line item pacing view to see if this is an issue with your budget today or if your budget is set correctly.

Enterprise data solutions (Campaign Management)

If you're managing thousands of campaigns, you need enterprise-level tools that can scale. Easily make changes across multiple campaigns, combine data from across campaigns, and run advanced analyses.

Track purchases with the sales tag

If your main goal is to drive purchases, the sales tag uses revenue from purchases made to calculate conversions. Choose one of two ways to track sales: The items sold tag tracks each item that's purchased. The transactions tag counts each transaction from individual buyers, which could include multiple items.

Track visits with the counter tag

If your main goal is to drive site visits or increase brand awareness, the counter tag will help you track site visits as conversions. Choose one of three counting methods for your action conversion tag: The standard method counts every user interaction as a conversion. The unique method filters out multiple visits from the same user. The per session method counts individual user session as one conversion.

In which two tags can the keyword macro (%k) be added? (select two)

Impression Event Tracking Ad

Audience frequency cap

Limit to the number of ads served to consumers across a campaign.

Line item

Line items dictate targeting and bid amounts. They contain the creatives that viewers see and the criteria for when and how much to bid. And this is important: Each line item is constrained by the budget of the IO and frequency settings of the insertion order it lives in.

What steps should be taken at the Advertiser level to run TrueView?

Link the YouTube channel

Identify the low performers. (Favor TrueView creatives that get the most views)

Low impressions Low views Low earned metrics Low engagements

Identify the low performers. (Favor context that's good for your audience and brand)

Low impressions Low CTRs High CPAs

Direct response measurement

Lower funnel - purchase and loyalty

Group and favor top-performing sites.

Make it easier to target and win top performers and avoid poor performers by separating them into different Display & Video 360 channels. 1. Run a general/standard basic performance report to show impressions, revenue, and performance metrics grouped by site. 2. Sort sites by spend or impressions and identify top- and bottom-performing sites. 3. Add high-performing sites to their own channel, target them in a new line item, and bid up. (They'll be easier to maintain this way as well, so you can keep track of your top performers). 4. Move the lowest-performing sites into a channel that you can exclude from your buy, or even to the advertiser's blacklist channel.

Pace insertion orders (IOs) to spend budget evenly.

Make pacing on target by: Adjust insertion order daily caps for each IO that's overspending or underspending. On the IO's line item inline metrics screen, expand the view to increase budgets and adjust pacing. See what's limiting line item ads from serving by reviewing each item's impression loss data chart. For underspending IOs, verify their line items are hitting their caps and increase if not. For line items spending more budget, increase their budgets to potentially win more impressions.

Benefits of using Audiences mode?

Manage customer data Build, combine and save audiences Analyze and activate audience data Protect data and ensure end-user privacy

What could prevent Inventory Management from making changes to a campaign?

Manual edits to campaign name or status

Mar-tech

Mar-tech, shorthand for marketing technology, refers to the technology solutions used by marketing organizations. Because digital ad campaigns are an essential part of marketing today, you could include in this category ad tech companies that provide solutions to advertisers.

Content marketing

Marketers are now investing more in content marketing — creating digital content such as blogs, videos, and social posts that focus on entertaining or educating customers rather than explicitly pitching a product. This content can be promoted, boosted, shared, and disseminated via advertising platforms, and consumers prefer advertising that provides content value.

Brand Quality page (Protect your brand)

The Brand Quality page is a centralized place to audit, implement, and learn more about verification and brand suitability in Display & Video 360.

Campaign

The Campaign defines the advertiser's online media campaign. It contains the insertion orders (IOs) and the line items they contain.

Consideration

The consumer begins to consider purchasing a specific product. Specific measurements: Clicks, new visits to specific website pages, brand lift studies, likes, engagement

Awareness

The consumer first learns about a brand or product. Specific measurements: Views, clicks, new visitors to website, viewable ads, brand lift studies, in-target ad impressions, engagement

Loyalty

The consumer is satisfied with their product and brand experience and becomes a repeat customer. Some consumers become brand advocates, spreading brand awareness through word of mouth. Specific measurements: Repeat conversion volume, repeat cost-per-conversion, repeat return on ad spend, likes, shares, engagement

Purchase

The consumer makes a purchase. Specific measurements: Conversion volume, cost-per-conversion, return on ad spend

If a publisher serves a placement tag after the campaign end date, what ad will serve?

The default ad

What should be used to investigate why a line item isn't winning the majority of qualifying open auction impressions?

The line item's impressions lost chart

Instant reporting (Insights)

The new, fast, and visual reporting interface can be used to build pivot tables, charts, and more, without CSV exports or Excel spreadsheets, directly in Display & Video 360.

Publisher

The owner of the media where the ad will appear

Publishers

This type of inventory provides general information about a single publisher and their opportunities. It's not specific to an existing deal.

What report shows how long it takes for a customer to convert after interacting with an ad?

Time Lag

When trying to get an ad approved in CM360, what do you use as a start date?

Today's date, the start of the campaign will be controlled within DV360. Targeting is done in DV306, CM360 is just to make the ads active and eligible to serve.

True or false? The Insights module helps you understand how people are interacting with your brand across devices.

True

Virtual reality (VR)

VR refers to simulated experiences that are achieved through a headset.

Verification companies

Verification companies provide reporting to help publishers and agencies get to the bottom of ad fraud and brand safety infractions

ActiveView

Measure the amount of ads viewable, as a percentage of the total ads ActiveView+ - Supplementary metrics to assess audibility and visibility (time on screen, audible and visible at completion)

Do frequency caps in insertion orders matter to frequency caps in line items?

Yes, the frequency cap in an IO dictates the total frequency of the line item. Example: IO frequency is 10 exposures per day 2 line item could be set to 5 exposures a day or any combo that is less than or equal to 10.

What hierarchy levels are required to permission and link a YouTube channel to run TrueView?

Partner and Advertiser

What is in the additional settings section of an IO?

Partner costs: CPM and Media Fees

What report tracks Floodlight attribution in Reporting?

Path to Conversion

Fixed bidding

You can used fixed bidding where Display & Video 360 will bid a flat rate for each impression, regardless of the impression value.

Take insight-driven action

You can utilize real-time insights to help make smarter decisions, create beautiful creatives and optimize performance.

Fraud prevention (Protect your brand)

You have the ability to choose inventory where a refund can be given for fraudulent impressions.

Targeting (Line Item)

You'll only bid on inventory that matches the targeting criteria set in the line item, such as category of sites, age/gender, or type of mobile device.

Which environments and inventory sources cannot run within a single line item?

YouTube and open exchange

Display & Video 360 account Level

Your Display & Video 360 account is your main entry point for campaign management. You'll need user access to sign in.

What targeting rules display an ad to users who have viewed a product, but not purchased it?

Positively target all product viewers AND negatively target all product purchasers

What inventory sources allow for exclusive publisher partnerships?

Preferred deals and private auctions

What setting should be applied to a Floodlight tag passing offline conversion data?

Primary source is offline

What cost model only calculates cost for impressions measured as viewable by Active View?

vCPM

What are three benefits of using Internal Redirect tags? (select three)

Reduce latency on ad-serving Richer domain information in Verification Standardize a counting method with platform publishers

Advantages of bid multipliers

Reduce time spent manually recalculating line item budgets Reduce the chance of unintentionally increasing frequency More effectively manage campaigns and line item budgets

Linear TV

Refers to TV delivered live within a set top box, broadcast based delivery. Typically bought as a single "spot" within a content stream

What step should an advertiser take to exclude sensitive categories using a supported third-party verification tool?

Select the integrated third-party from "Other Verification Services" in Brand Safety targeting

Which two methods can be used to send an Executive report to a user with no access to Search Ads 360? (select two) Select All Correct Responses

Send a downloaded PDF or Excel file Link to a shared version of the generated report

What is one way to control ad frequencies across multiple insertion orders?

Set campaign-level frequency caps

Algorithms

Set of rules used by a compute in calculations or problem-solving

What action should be used to pass a conversion attribute (such as shipping cost)?

Set up Custom Floodlight Variable as a metric

Which two methods can be used to pass conversion attributes such as model type, color, and year of production through a Floodlight activity? (select two) Select All Correct Responses

Set up a custom Floodlight variable as a dimension in Search Ads 360 Set up a custom Floodlight variable in Google Tag Manager

What configuration setting eliminates duplicate conversions between advertisers?

Shared Floodlight configuration

Pixels

Short snippets of code that, when "run" (i.e., when the website loads), are able to place small files called cookies within a browser's temporary storage. Also known as "tags."

Single-touch vs. multi-touch

Single-touch attribution is assigning 100% credit to a single media touchpoint, prior to a conversion.

Identify low performers. (Favor the sites where your ads were seen)

Sites that are not viewable and don't have conversions Sites with less than 30 percent viewability and with higher costs, but no conversions — remember that we've removed the sites that generate very little cost, so they're not part of this analysis Sites that account for a large percentage of your impressions, but very few actual conversions (such as a ratio of 55 percent of volume to two percent of actual conversions)

Identify poor performers. (Favor the best-performing sites and apps)

Sites that don't meet the spend, click, or conversion performance metrics above Sites which may be nefarious: Sites with lots of impressions that are not viewable Sites that generate lots of clicks with no conversions Sites that are not suitable for your brand's standards

Identify the best-performing sites for raising awareness. (Favor the best-performing sites and apps)

Sites with high impressions and lower cost-per-thousand impressions (CPMs) Sites that lead to clicks and conversions (higher CPMs may indicate premium inventory, valuable for longer-term buys) Sites with high clicks and clickthrough rates (CTRs) Sites with high viewable impressions Average display and interaction times (shows whether customers have been engaged with site content)

Identify high performers. (Favor the sites where your ads were seen)

Sites with highest viewability Highest conversions (clicks or activities)

Cookies

Small files kept in a browser's temporary storage that contain information, which can used for advertising (and non-advertising) purposes. Cookies can be used to help create a memory of what a user has done on the web, and that memory can later on be used to inform advertising.

Avoid targeting third-party lists with AND (Tips and pitfalls when influencing consideration)

Targeting multiple third-party audience lists with the AND logic may make audiences too small (and lead to higher effective CPM fees).

What does an "execution channel" represent in the Planning process?

The "link" from the inventory in a media plan to a Campaign Manager campaign where placements can be executed

Unique reach (Insights)

Get deduplicated reach and frequency reporting across devices.

Should line item pacing match IO pacing.

Yes, in most if not all cases.

Build and Execute Campaigns in Search Ads 360

1. Create advertiser 2. Create engine account 3. Create campaign 4. Create ad groups 5. Create ad 6. Create keywords

Optimize. (Favor the best-performing display times)

1. Duplicate a line item with general time-of-day targeting. 2. Change the new line item's day and time targeting to match the highest performers. 3. Bid higher for the line item. 4. Where you see budgets limiting impressions significantly, move the line item to a more targeted insertion order.

Optimize (Favor the best-performing sites and apps)

1. Move the highest-performing URLs to a high-performance channel. 2. Create a new line item and target the channel. 3. Add the poor performers to a blacklist channel.

What percentage of the daily budget is applied when using "Ahead" pacing?

120% of the daily budget, based on the flight dates

Which two methods measure impressions served in a mobile app? (select two)

1×1 impression tracker Serving mobile creative directly through Campaign Manager

Which two methods count impressions on site-served creatives? (select two)

1×1 impression tracker Tracking Ads

How often is Google Ads, Bing Ads, and Baidu data refreshed in Search Ads 360?

2 hours

Data Exclusion events exclude data for a minimum of how many hours?

24 hours

If bids on keywords in a bid strategy are manually overwritten, how long will it take for the bid strategy to resume bidding on those keywords?

24 hours

When setting a CPA, ERS, or ROAS target for a bid strategy, how much conversion history should be considered?

3-4 weeks

How much TV do Americans consume per day?

3:45 hours

How many times can you get an automatic audit before having to get a manual one?

4 times, the 5th is manual.

Bumper Ads

6-second, non-skippable, in-stream video ads Bought on a cpm (they are optimized to drive the lowest cpm) Top funnel - Used to drive awareness and reach, brand impact Heavily skewed to mobile Help drive maximum reach

What is the limit to retrieve log data from a Data Transfer Google Bucket?

60 days

Which functionalities are available to manage conversion data using the API? (select two)

Insert Update

Augmented reality (AR)

AR refers to technology that overlays virtual objects or digital information on real-world scenes in everyday life.

What are two key differentiators in functionality between labels and business data? Select All Correct Responses

Ability to pivot metrics within Search Ads 360 Ability to attach a business calendar

What is a benefit of linking a YouTube channel to the advertiser in Display & Video 360?

Access to earned metrics, like shares, and channel subscribers

Viewability and verification (Insights)

ActiveView metrics are fully transparent. Measure in real time, on an impression-by-impression basis, whether or not an ad was viewable to a user.

Ad Canvas (Creatives)

Ad Canvas is a visual-first ad creation experience that allows you and your team to build creatives quickly and at scale. With a visual-first environment, teams can see what the ad experience looks like in real time.

Online marketplace for buying and selling ad inventory in real time?

Ad exchange?

At which three levels can bid strategies be applied? (select three)

Ad group Keyword Campaign

Which three items can a bid strategy consider when optimizing the performance of a bidding portfolio as a whole? (select three) Select All Correct Responses

Ad groups Keywords / Product Groups Campaigns

Business model that aggregates inventory for resale, acting as a middleman between buyers and sellers?

Ad network

Technology that delivers digital ads and counts ad metrics?

Ad server

To link a Display & Video 360 advertiser, what initial step must be taken in Campaign Manager?

Add the Display & Video 360 partner ID to the Floodlight configuration as an association

What step should be taken to assign an advertiser to a preferred deal when creating a new inventory source?

Add the advertiser's name to the inventory access field

What action must occur for a team member to get access to Data Transfer files in Google Cloud Storage?

Add the team member's email to the Google Group associated with the Cloud Storage bucket

Unless default ads are disabled, what campaign trafficking action triggers the automatic creation of a default ad for display placements?

Adding an image creative at the campaign level

Addressable TV

Addressable TV refers to the ability to serve different ad content to different households watching the same TV program on IPTV and set-top boxes. Buyers must reserve this inventory with a TV operator (Comcast, DirecTV, etc.) that has set-top box technology to deliver targeted ads.

Allocate highest bids and budgets to best-performing line items.

Adjust line items to ensure highest bids and budgets go to best performers: Run a general/standard basic performance report with impressions, costs, and interaction metrics. Group by line items. Sort line items by volume of cost or revenue and then interaction metrics, such as clicks and conversions, to find the best performers. Increase budget caps for best-performing line items that are hitting their daily caps. Increase bids on strongly performing line items not hitting their budget caps (to increase volume). Lower bids and daily caps on poor performers (to reduce volume).

At what level can landing pages be managed across campaigns?

Advertiser

When Campaign Manager isn't used as the ad server, what should Search Ads 360 advertisers link to in Campaign Manager?

Advertiser

Which level's settings CANNOT be edited with bulksheets? (select two) Select All Correct Responses

Advertiser Network

Social

Advertising on social media platforms such as Facebook, Pinterest, and Snapchat accounts for more than half of all programmatic ad spend in the U.S. These platforms rely on proprietary technology to automate data-driven ad buys, using their audience data to connect advertisers and consumers at scale. They don't rely on the same interconnected series of third-party systems necessary for programmatic purchasing on the "open web."

When is an impression counted in Reporting?

After a user's device indicates that the creative download has begun

What is the Search Ads 360 account hierarchy?

Agency > Advertiser > Engine > Campaign > Ad Group > Ad > Keyword

What permissions are needed to create an advertiser?

Agency Manager

Which two user types can activate the conversion API? (select two) Select All Correct Responses

Agency manager Advertiser manager

Insertion order pacing

Ahead - spend about 20% extra towards the beginning of the flight and taper off towards the end (helps to ensure that the budget is spent in full) Even - spend budget evenly throughout the entire duration of the flight ASAP - Spends budget as quickly as possible (this is a very powerful setting and should only be used in specific situations)

What does the term "machine learning" describe?

Algorithms that automatically improve in response to new data

Which stage of the consumer purchase funnel entails a unique form of measurement?

All levels of the sales funnel.

Ad exchange

An online marketplace for the buying and selling of digital ad space An ad exchange facilitates media transactions via real-time digital auctions. Publishers place ad impressions into the exchange. Buyers can purchase impressions in real time with automated algorithms, thanks to a process known as real-time bidding (RTB).

Social Listening

Analyzing how a brand is being discussed or shared on social media platforms.

What happens when a user meets the frequency cap for an ad?

Another ad or a default ad is served

Media mix modeling

Another way to measure contribution is called media mix modeling (MMM). In this approach, marketers look back at aggregate data from their marketing activities and try to associate it with business metrics using regression analysis. typically used by marketers to get a broad, strategic view of how marketing impacts their business, in order to inform future marketing decisions.

Post-click AND post-view conversions (single-touch attribution)

Any media touchpoint that was merely seen by the user is eligible to receive credit.

Which exchanges have their own creative audit process?

AppNexus, Google Ads Manager, BrightRoll

What step would be taken to check if an inventory management template has created any entities?

Apply an "Inventory template ID" filter

Paid search dimensions in Report Builder are compatible with what metric?

Paid Search Revenue

Optimize. (Favor context that's good for your audience and brand)

Check impression loss metrics and ensure high performers are not limited by these metrics. Ensure your reach is not limited by categories. Check the inventory availability (potential reach chart) to see if you need to add more categories, or possibly add parent categories if you've added the children here. Ensure your reach is not limited by keywords. Use the potential reach chart to ensure the size of your keyword targeted audience is not too small to use your budget. Look for sites that perform well due to their keyword targeting. Move these high performers to a separate line item, and bid more for them.

Ensure all line items are serving impressions.

Check line-items for: Disapproved creatives that are ineligible for impressions. Over-targeting that makes targetable audiences too small and eligible impressions too few. Low bids that lose auctions. Low budgets that don't qualify for auctions. Overpacing that exhausts budget too soon.

Over-the-top (OTT)

Companies such as YouTube, Netflix, Roku, and Hulu provide video content on-demand over the internet, bypassing traditional cable and satellite TV networks. This content is called OTT.

Make line item metrics easy to evaluate. (Optimize CPA)

Customize your view of line item metrics so it's easier to evaluate performance with conversions, revenue, budget, and spend.

During the first week of an active bid strategy, which two changes can potentially impact the learning period? (select two) Select All Correct Responses

Decrease maximum bid in the bid strategy setting 40% Decrease CPA target of bid strategy 60%

Technology for buying media that connects to multiple exchanges?

DSP

What is the only DSP to have youtube inventory?

DV360

What feature can be used to combine log-level impression and click data for a custom reach analysis?

Data Transfer

What attribution model uses Floodlight data from both attributed and non-attributed conversions?

Data-driven model

Optimize more. (Favor the sites where your ads were seen)

Determine if ads appearing above the fold have better performance. If so, target above-the-fold inventory with a dedicated line item. Determine if ads appearing below the fold are low performers. If so, target line items to exclude below-the-fold inventory.

Optimize. (Favor TrueView creatives that get the most views)

Determine if ads with higher views also have high audience engagement. Do ads with clicks have earned metrics that confirm the value? If so, expand their reach by adding them to new ad groups with new targeting options. Examine skipped ads to determine if they result in earned metrics or future engagement. Ensure your creatives follow design best practices and test their effectiveness. Report on the ones that perform the best and add the auto-optimization feature to serve them more frequently.

Viewability

Determining which ads that ran were in the viewable portion of a user's screen.

For Floodlight tags to properly attribute in-app conversions, what needs to happen within the app?

Device ID needs to be passed into the dc_rdid parameter

In the Insights tab in Reporting, which two cards show a snapshot of performance? (select two)

Device Usage Creative Type

What type of programmatic channel involves distributing dynamic advertising via digital place-based networks?

Digital out of home

Direct Response Marketing

Direct response marketing refers to specific messaging intended to drive immediate consumer action. Direct marketing focuses on driving product purchases and customer loyalty.

Which three features are available to you in the plan workspace?

Discover publisher and deal inventory Forecast the unique reach of your video campaigns Add open auction display and audio inventory to your plan

Which ad format supports pre-bid verification with Integral Ad Science?

Display

Audience lists created in Campaign Manager can be automatically shared with which linked applications? (select three)

Display & Video 360 Search Ads 360 Google Ads

Media planning (Campaign Management)

Display & Video 360 includes a workspace for building a comprehensive media plan. You can explore inventory and publishers across guaranteed and non-guaranteed buying types.

Integrate

Display & Video 360 is a part of the Google Marketing Platform, which allows it to integrate with other solutions within the stack, particularly Campaign Manager 360, Google Analytics 360, Search Ads 360, and Ads Data Hub.

Insertion Order

Each insertion order is built to serve a specific advertising strategy. IOs define: Flight dates Budget cap Budget pacing Frequency cap

Linear (multi-touch attribution)

Each media touchpoint is given equal credit.

When is a "view" counted for TrueView campaigns?

Each time the user clicks or watches 30 seconds or the entire video

Get a better understanding of your customers

Easily integrate and access your data to gain a more complete view of your customers, so you can identify your most valuable audiences and deliver more relevant and pertinent ads to them.

Which two changes does an advertiser manager have permission to make to an advertiser account? (select two)

Edit advertiser settings Edit advertiser components

Effectiveness

Effectiveness in advertising refers to the ability to deliver a relevant message to a specific audience. Programmatic technology makes it possible to purchase individual ad impressions (or user views) when a user lands on a page.

Which term best describes how programmatic advertising helps marketers save time and money while achieving positive results?

Efficiency

Efficiency

Efficiency in advertising refers to saving time and money while achieving positive results. Programmatic systems can calculate an accurate value for media impressions and use algorithms to adjust buyer spend accordingly.

What can the Audiences module in Display & Video 360 help you do?

Efficiently manage, build, analyze, and activate your audiences

What are two benefits of using the INS tag? (select two)

Eliminates the need for publishers to add cache-busters More robust Verification data

Which two column categories appear in formula columns? (select two) Select All Correct Responses

Engine metrics Conversion metrics

If an engine account is set to a different currency than an advertiser, metrics will appear in what currency when scoped to the engine level?

Engine's currency

At which three levels can automated rules be set up? (select three) Select All Correct Responses

Engines Campaigns Keywords

Ensure line item audiences are sufficient. (Optimize CPA)

Ensure the forecasted impressions have adequate scale of over 5,000 users. If not, add similar audiences to extend your reach.

Ensure conversion counting is correct. (Optimize CPA)

Ensure your success pixel is assigned to the line item so it can track visitors to the pixel's page. Ensure your post-view counting choice serves your key performance indicator. If not, enter the correct percentage.

Which information can be extracted from the data in the Verification tab? (select two)

Errors for the ad tag related to implementation issues Issues related to content

How should you typically spread an IO's budget within line items?

Evenly at the start and then optimize based on data.

Reach forecasting (Campaign Management)

Execute changes faster, make smarter decisions, create beautiful creatives, and optimize performance with real-time insights and data.

Which three URLs are involved in a landing page test? (select three) Select All Correct Responses

Experiment Control Original

What ad setting limits the number of times that ad can be shown to a particular user?

Frequency cap

Which campaign setting impacts how the associated insertion orders deliver?

Frequency capping

Which attribute may be used to upload paid search offline conversions via the Campaign Manager API?

GCLID

In My Inventory, find the deal and select configure

Generate a Standard report grouped by creative with the eCPM metric selected

What step would be taken to verify that conversion pixels are implemented and load correctly?

Generate a pixel load report grouped by the conversion pixel(s)

What step should be taken to view performance data for targeted audience segments?

Generate an audience performance report and select "include only targeted audience lists"

What is the more cost-effective way to restrict ads served to a specific geographic region?

Geo-targeting managed by a publisher or DSP

Reaching specific audiences

Geography Demographics Behavior Retargeting Similarity Audience Device

Unique reach (Audience Management)

Get deduplicated reach and frequency metrics across devices.

What step should be taken to track and secure a programmatic deal with a publisher?

Go to Marketplace Negotiations to review and accept deals in Display & Video 360

Which two conversion sources can be selected in bid strategies? (select two) Select All Correct Responses

Google Analytics Floodlight

How to create a new line item?

Hover over an IO in the combined dashboard and press the plus sign

Reach (Media Objective)

How many people saw your ad; tied to brand awareness, consideration, and loyalty

Frequency (Media Objective)

How many times, on average, a person saw your ad; helps to evaluate reach

Engagement (Media Objective)

How often people engaged with your ad (e.g., watched the full video commercial or shared it); indicator of consideration or purchase intent

Conversion (Media Objective)

How often people took a measurable action after seeing your ad (e.g., clicking through to your website or downloading your app); a measure of purchase or purchase intent

IFA (cookies for CTV)

Identifier for Advertisers Transparency User Choice (Opt-out and Resetability) User Control

Be in control, protect your brand, and maintain user privacy

Identify the parts of your marketing that are working and make informed decisions to improve performance — all while feeling confident that you're delivering quality ads and experiences.

Why are line item types sometimes greyed out.

If at the campaign level you did not select the proper type. Remember, you can set it to display, video, audio or any combination of the three.

Programmatic Direct Mail

If you think the "snail mail" you receive at home is immune to the influence of programmatic, think again. Marketers can now use the same technology and data they use for online advertising to determine which fliers, postcards, and catalogs are sent to each home address

Optimize line item pacing. (Optimize insertion orders (IOs) and line item budgets)

In Display & Video 360, open the line item page, expand each line item, and view budget and pacing. First-party audience lists limit the number of users you can reach. Therefore, set the insertion order pacing to ASAP and the line item's budget to Unlimited. Make certain the line item budget is greater than the insertion order's budget to ensure item budget does not limit ad buys while budget remains available at the IO level. Set a line item budget to Unlimited, and add a pacing mechanism to ensure you expedite optimizations and prioritize these line items.

What step should be taken to configure a Programmatic Guaranteed deal once negotiations are complete?

In My Inventory, find the deal and select configure

Programmatic Guaranteed

In Programmatic Guaranteed, one buyer purchases reserved ad space from a single seller at a fixed price. Programmatic Guaranteed buying is a way of automating the traditional, insertion-order process by reserving inventory at a pre-negotiated rate in a programmatic platform.

Preferred deal

In a preferred deal, one buyer purchases unreserved ad space from a single seller at a fixed price. Preferred deals allow buyers access to a publisher's inventory at a set rate without a guaranteed volume commitment.

Private auction

In a private auction, specific buyers participates in an invitation-only auction for unreserved ad space from a single seller. Private auctions allow buyers to tap into specific media sources, but they're still participating in a competitive auction.

Open auction

In an open auction, hundreds of buyers competes via auction for unreserved ad space from thousands of websites and apps. Open auctions provide buyers access to millions and millions of potential impressions, allowing an ad campaign to reach new audiences and target consumers at scale.

The line item's budget can't exceed the budget limit set where?

In the insertion order

Where can a saved web query be found?

In the left-hand menu, click Downloads then Web Query

Where can a preferred deal be assigned?

In the line item's inventory source targeting

Influence consideration (Marketing Objective)

Increase brand favorability Generate leads

Build awareness (Marketing Objective)

Increase brand recognition Improve brand recall

Drive purchase (Marketing Objective)

Increase online sales Increase offline sales

Grow loyalty (Marketing Objective)

Increase repeat customers Decrease cancelled accounts

Which of the following measurement approaches measures contribution?

Incrementality testing

Incrementality testing

Incrementality testing is used to determine the causal, incremental contribution of a channel or tactic, instead of trying to quantify the value of specific media touchpoints.

The collapse of the funnel

Instead of needing days, weeks, or months for a consumer to transition from learning about a brand to making a purchase, it can now happen in a matter of minutes. You see an ad you like, you click through to learn more about the product, and you purchase it online. Done — in less than five minutes.

What report shows the number of unique users for a specific website?

Inventory Availability

Inventory packages

Inventory packages are collections of non-guaranteed inventory put together by sellers, available to all buyers on Display & Video 360. Through these packages, sellers may offer exclusive access to their inventory.

Which four of the following statements is true about Google Marketing Platform?

It helps you understand your customers. It helps you identify intent signals and valuable audiences. It helps you collaborate with media and marketing teams. It helps you deliver faster, smarter marketing via built-in intelligence.

When targeting a private deal with a news publisher that constantly refreshes the text on the page, which targeting should be avoided?

Keyword

Avoid targeting too few keywords (Tips and pitfalls when influencing consideration)

Keyword targeting can severely limit available impressions, and the in-app environment has limited support as well. Only exclude keywords to protect your brand.

Which two features may be used to log additional information about a click? (select two)

Landing page URL suffix Event tags

What is the default attribution model for Floodlight?

Last Click

What attribution model assigns all credit to the last click on a paid search ad before a conversion?

Last paid search interaction

What is the result of using a VPAID tag instead of a VAST tag when running video ads?

Less available inventory across all devices

Companies that measure advertising performance

Measurement and attribution platforms provide third-party solutions for tracking and comparing the performance of media channels

Organic search lift

Measuring an increase in searches for a brand or its products and services on various search engines.

Engagement

Measuring engagement metrics for advertising, like clicks, hovers, rollovers, expansions, etc. Quantifying what percentage of a desired audience is reached by marketing, and how many times.

Unique site traffic

Measuring net new users to a website that saw or clicked on advertising.

Physical Traffic

Measuring user visitation to geographic locations that saw or clicked on advertising.

Limit VPAID creatives to display line items (Tips and pitfalls when influencing consideration)

Mobile apps do not always support VPAID, so only include them on line items that support display inventory.

Which three modifiers can be automated by a bid strategy? (select three) Select All Correct Responses

Mobile bid adjustments Location target bid adjustments Remarketing target bid adjustments

Which three landing page tests are available in Search Ads 360? (select three)

Mobile landing page test All devices landing page test Desktop landing page test

Which three frequencies can be scheduled for reports? (select three) Select All Correct Responses

Monthly Weekly Daily

Optimize. (Refine your audience)

Move audiences who clicked or converted to a line item in a dedicated insertion order (IO) and bid higher for that audience list. Small audiences may still be valuable. Consider including them with multiple audiences in line items to expand your reach.

Native ads

Native ads match the look, feel, and function of the media format in which they appear. They're built from a set of components (such as headlines, logos, text, or videos) and dynamically assembled to look like surrounding content.

What line items are impacted by insertion order default targeting?

New line items only, not current line items

Creative user role (Creatives)

New user roles allow creative agencies to work directly alongside brand and media teams in the platform to quickly build relevant, engaging, and creative experiences.

Where in Campaign Manager can the Site ID(s) required to push placements to Display & Video 360 be found?

Next to its associated site name within a Campaign

What conversion data can be uploaded using bulksheets?

Offline conversion data

Where are video ads hosted for a TrueView campaign?

On the advertiser's public YouTube channel

What is the correct Display & Video 360 account hierarchy?

Partner > Advertiser > Campaign > Insertion order > Line item > Creative

Post-click conversions (single-touch attribution)

Only a media touchpoint that elicited a click from the user is eligible to receive credit.

Which two views show the revenue and conversion metrics for line items?

Optimization view Performance view

Out-of-home advertising

Out-of-home advertising, also called outdoor advertising, comprises the billboards, posters, murals, and other formats consumers see while they're out and about.

Which two insertion order and line item settings are required? (select two)

Pacing Budget

What feature is used to track unsupported ad types that specify their own landing page or Google Display Network and Gmail promoted campaigns?

Placeholder keyword

What object in Campaign Manager is equivalent to a creative in Display & Video 360?

Placement

What level is used to calculate conversions if the lookback window differs between objects?

Placement level

Where would purchased inventory for a campaign be entered in Campaign Manager?

Placements

When the primary HTML5 assets get delayed, what will serve in a user's browser as it's loading?

Polite load image

Which two constraints can an advertiser select on their conversion-based bid strategies? (select two) Select All Correct Responses

Position Max CPA

Real-time bidding (Campaign Management)

Real-time bidding is how advertising inventory is programmatically bought, sold, managed, and optimized. If an advertiser's bid wins, their ad is displayed on the publisher's site.

What ad setting ensures a qualified user will always be served a city-targeted ad first over a country-targeted ad when both ads are assigned to the same placement?

Priority

Which of the following terms refers to a DSP transaction in which one buyer purchases reserved ad space from a single seller at a fixed price?

Programmatic Guaranteed

What is the difference between Programmatic Guaranteed deals and preferred deals?

Programmatic Guaranteed deals have required minimum spend

Programmatic audio

Programmatic audio is the automation of ad sales or ad insertion in digital audio content. Examples include digital radio, streaming music services, podcasts, audio articles, and voice-enabled content on Google Assistant or Amazon Alexa.

Multi-touch attribution

Quantifying at a user-level the specific value of all marketing touchpoints along a user's path to purchase.

Marketing mix modeling

Quantifying the contribution of each marketing medium, channel, or tactic through regression analysis.

Audience Reach and Frequency

Quantifying what percentage of a desired audience is reached by marketing, and how many times.

Which three changes can a user set up using scheduled edits? (select three) Select All Correct Responses

Raise bids on keywords every Monday at 7am Lower bids on keywords during weekends Activate ads or keywords at a specific time

Audience frequency management (Audience Management)

Reach more new consumers by setting frequency by audience.

programmatic advertising

Refers to the use of technology for buying and selling ad space, as opposed to a person-to-person sales negotiation.

What are the three essential components of a good marketing objective?

Related to KPIs Time-bound Measurable

Place remarketing line items in their own insertion order (Tips and pitfalls when driving action)

Remarketing drives the most conversions, so keeping non-remarketing line items out of remarketing insertion orders protects this valuable budget. Set remarketing line item pacing to "ASAP" and make frequency caps high.

What feature provides audience lists to Display & Video 360 or Google Ads based on search clicks recorded by Search Ads 360?

Remarketing lists

Optimize. (Favor the sites where your ads were seen)

Remove sites that are not eligible or measurable for Active View. See if the best performing sites — those with the highest CTRs or lowest costs per action (CPAs) — are also the ones with higher viewability. If yes, duplicate the line item in the same IO and bid it higher for inventory with high viewability. Remove from targeting sites with less than 30 percent viewability and no activity. Consider adding low-performing URLs and apps to a blacklisted channel.

Which two tabs in Reporting provide access to viewability data? (select two)

Report Builder Verification

Cross-environment conversion methodology takes into account what data sources?

Resettable device IDs, cookies, anonymized Google sign-ins

Which two types of goals can be targeted in Bid Strategies? (select two) Select All Correct Responses

Revenue Conversion

Resolve impression loss. (Optimize CPA)

Review impression loss charts for line items for losses due to bids, budget, or frequency. Adjust for these if necessary. Shift budget to higher-performing line items. Duplicate high-performing line items and add new messaging with frequency caps to keep creatives fresh.

When dynamic display creatives are published from Studio, what creative type is set in Campaign Manager?

Rich Media

In a Path to Conversion report, when a user selects to "Pivot On Interaction Path," what are two major differences from the unpivoted report? (select two)

Rows and columns are flipped Each conversion gets its own row with interactions in separate columns

Brand Lift Studies

Running A/B tests and then surveying each group to determine lift in various brand metrics.

Platform for selling media that connects to multiple demand sources?

SSP

What counting method tracks the number of sales made or items purchased?

Sales activities

When a Search Ads 360 advertiser is added with a different currency than the linked Campaign Manager advertiser, which product sets the currency for that Search Ads 360 advertiser?

Search Ads 360

What feature may be used to edit custom Floodlight variable data?

Search Ads 360 API

Agencies

Specializes in advertising, advising on and implementing media buying

SSP

Supply-side platform An SSP is a platform that allows publishers to manage their ad inventory, controlling whom to sell it to and the mechanism of the transaction

What do you need to do to make an insertion order active?

Switch it from draft (the default) to active.

What happens when an engine is paused?

Syncs are paused from the engine

Which three types of inventory can you discover using Display & Video 360's Marketplace?

TV Audio Digital

Machine learning

The ability of computer algorithms to improve in response to new data automatically Machine learning capabilities help media buyers in many ways. For example, a system could improve campaign outcomes by identifying seller inventory with historically strong performance metrics. In some DSPs, buyers can select settings to automatically adjust their bid price to increase the percentage of auctions they win or achieve the best possible rate.

Ad tech

The ad tech landscape encompasses all of the tools discussed so far, including ad exchanges, networks, and servers; DMPs, DSPs and SSPs; and the third-party platforms that facilitate creative delivery and campaign verification.

If an engine account is set to a different timezone than an advertiser, in which timezone will Floodlight metrics appear when scoped to the advertiser level?

The advertiser's timezone

What timezone is applied to inline charts and metrics data?

The advertiser's timezone

Audiences module in Display & Video 360 (Audience Management)

The audience management workspace can be used to analyze, create, manage, and activate audiences directly in Display & Video 360.

Advertisers

The company spending its money to market its product or service

Exchange audit

The second audit that is done after a creative is ported from CM360 to DV360. A creative must be placed into a line item for this audit to run.

What does it mean when the "Stop sync" button is greyed out?

The sync is applying updates.

What is one benefit of applying "auto budget allocation" to an insertion order's budget settings?

The system automatically moves budget to higher performing line items

What is shown in the "Last sync" details tab? (select two) Select All Correct Responses

The time that the sync occurred The number of errors during the sync

Position-based (multi-touch attribution)

The value for each media touchpoint is assigned based on where it occurs in the sequence of touchpoints.

Time decay (multi-touch attribution)

The value for each media touchpoint is calculated as a function of the amount of time prior to the conversion.

Data-driven (multi-touch attribution)

The value for each media touchpoint is calculated dynamically, based on each unique user journey and a number of variables.

Accredited (Protect your brand)

There are 40 metrics accredited by the Media Rating Council across our products, including for impressions, viewability, and invalid traffic detection.

Which conditions must be true in order to designate an advertiser as a "child"?

There aren't any Floodlight activities associated with the "child" advertiser The advertiser doesn't have any "child" advertisers associated with it

Social ads

These ads appear on social media networks. Each social platform provides unique ad formats, but they're generally native ads containing images or videos that appear directly in newsfeeds.

Bid price (CPM value) (Line Item)

This determines how much the demand-side platform will bid at the time of the auction.

Custom bidding

This option allows you to write a custom script that defines how much an impression is worth. Display & Video 360 then uses that script to build an algorithm that optimizes your bids for the highest performance based on your goals.

Automated bidding

This option automatically sets bids for your advertising based on the likelihood of an event (e.g. conversion, click, etc). It's designed to help you achieve your advertising goals.

Creatives (Line Item)

This refers to the ad that'll be shown upon winning the bid. It could be an image, video, mobile, or expendable unit.

True or false? OTT/CTV inventory on smart TVs and other devices can be purchased in real time via DSPs.

True

Non-programmatic

Traditional mediums like broadcast television, billboards, and print can only incorporate this technology in limited ways.

What Floodlight tag measures purchases and revenue on a website?

Transaction

True or false? A line item can't be served until one or more creatives assigned to the line item is approved.

True

Lin item reach cookies

Under 10,000 will struggle to spend Under 1,000 won't spend at all

When users make changes to a line item or insertion order, where are those changes displayed?

Under Change History in the change log

If your main campaign goal is to drive new visitors to a new products page, which Floodlight activity type should you choose?

Unique

What Floodlight conversion counting method would report the first visit for each user within a given day?

Unique

Device IDs

Unique identifiers tied to devices, typically mobile, that remain persistent across apps. Device IDs can be used to help create a memory of what a user has done across various apps, and that memory can later on be used to inform advertising.

When creating a new TrueView campaign, how long should be allocated for creative review?

Up to 24 hours

The "DCM/DFA Trafficking and Reporting API" can directly accomplish which two tasks? (select two)

Upload conversions Customize reporting

Bulksheets can be used to complete which two tasks? (select two) Select All Correct Responses

Upload offline conversions Create labels

Brand measurement

Upper funnel - awareness and consideration

Optimize. (Favor the best-performing creatives)

Use automated bidding so Display & Video 360 knows to serve higher-performing creatives based on actual performance. Keep creatives fresh and cycle through them constantly. Move higher-performing creatives to their own line items and bid higher for them. Replace poor-performing formats with more successful ones. Update less effective creatives to be more successful ones (messaging, visuals, etc.). Ensure low performers are following top design standards (see the site link at the end of this course).

Conversion measurement

Use of pixels within ads and on websites to drop cookies, which can be tied together at a later time to measure conversions.

Impression measurement

Use of pixels within ads to drop cookies that are able to measure ad impression counts.

Click measurement

Use of pixels within ads to measure clicks.

See if your budget lost you impressions. (Optimize insertion orders (IOs) and line item budgets)

Use the line item pacing view to see how much the budget might have played a role in impressions you didn't win. This data shows that you need to increase the budget and the bid. Check both the IO budget and the line item budget.

Third-party verification (Protect your brand)

Use third-party verification technology and bulk tag wrapping workflows to enforce brand suitability thresholds for purchased media.

Creative optimization platforms

Used to build and optimize display creative to maximize performance Can help agencies ensure that the right ad really does reach the right user in the right place at the right time.

Which two segments CANNOT be applied to reporting data? (select two)

User ID Attribution model

If an Agency Trafficker can only see a subset of active campaigns within their account view, where would a Agency Admin go to adjust access to all campaigns?

User profile filters

Agency Admin, Agency Trafficker, and Site Trafficker are examples of what?

User roles

Which ad formats cannot be assigned to a single line item? (select two) Select All Correct Responses

Video and Display TrueView and Video

Video ads

Video commercials can also appear on websites and apps via programmatic technology. These digital video ads can be 6 seconds, 15 seconds, 30 seconds, or longer.

What data is provided in Video Verification?

Video player size and viewability

Identify the high performers. (Favor TrueView creatives that get the most views)

View-throughs Highest conversions Lower CPVs Earned metrics (subscribers, etc.)

When would a VPAID asset be used?

When a video ad contains interactive features

unified measurement

When both contribution and attribution measurements are used Measuring contribution helps create the context that a marketer can then use to effectively measure attribution.

Evaluate line item performance. (Optimize CPA)

When the optimization specialist determines that the closer the customer gets to the "Thank you" page the more likely they are to complete the purchase — it means a lower CPA. That's CPA optimization in action.

Google audiences (Audience Management)

With Google Audiences, you can find the consumers you're looking for and reach audiences at scale by increasing awareness or driving conversions.

Storytelling (Creatives)

With Storytelling, you can use display, audio and video formats, including high-impact, native, and data-driven creative formats, to move users down the purchase funnel by strategically sequencing creative messages.

Automated Optimization

With automated optimization, buyers are taking advantage of DSP machine learning capabilities. It's most helpful when vast amounts of data are needed to inform scientifically valid decision making (for example, when identifying the best bid price based on competitive market demand).

Manual Optimization

With manual optimization, buyers attempt to improve campaign performance by making changes to campaign settings in their DSP by hand. This allows them to keep a close eye on all campaign changes, tracking which settings had the best impact on campaign return on investment.

Collaborate and break down silos

With your data and reporting in one place, everyone in your company has a view into your audience, media, and business results. That allows you to share insights and optimize your marketing.

Advertiser Level

Within the Advertiser level, each advertiser has their own set of creatives and website, where tracking pixels are implemented.

When assets are added to an existing creative, where will these updates be reflected?

Within the ads where the creatives are assigned

Insertion order Level

Within the insertion orders level, insertion orders are set up around a specific advertising strategy (for example, a video campaign set up to reach a certain audience). Settings at the insertion order level include flight dates, budgets, pacing, and frequency caps.

Line item Level

Within the line items level, line items contain the criteria used to determine whether to bid, how much to bid, and what ad to show for a winning bid. Targeting Bid Strategy Creatives

Partner account Level

Within the partner account, you can manage all your advertisers in one place. Agencies can easily manage clients by defining each as a separate advertiser. In-house marketers can easily manage business line advertising by defining each as a separate advertiser. Partner-level settings default to all advertisers, insertion orders, and line items. Save time by defining things here when they apply to denylists for sites that aren't suitable for the brand, common geo targeting, revenue models, trading fees, or third-party fees.

Campaigns can only be copied within the same engine account for which two engines? (select two) Select All Correct Responses

Yahoo! Japan Bing Ads

Can you control optimization at the insertion order level?

Yes but we typically want to control bid and budgets at the line item level

Programmatic advertising is the use of automation to?

facilitate media transactions