Google Ads Certification

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

Search

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

Search

Which of the following targeting options will help Hiroko reach users similar to those on her remarketing lists?

Similar Audiences

What are the three marketing objectives that can be met via targeting on Google Display ads?

- Build Awareness - Drive Action - Influence Consideration

What two types of remarketing can be used on Google Display ads?

- Dynamic Remarketing - Standard Remarketing

What two main ad formats can be used in a Google Display ads campaign?

- Responsive Display Ads - Uploaded Ads

What are some of the benefits of leveraging Google Ads automated bidding strategies?

-Auction-Time Bidding -Machine Learning

What are the three main automation components of Smart Display campaigns?

-Automated Creatives -Automated Bidding -Automated Targeting

How can Google Ads help you advance your business goals?

-By driving online, in-app, in-person, and over-the-phone sales -By building awareness of your brand -By influencing consideration of your products and services

Which of the following are components of Performance Planner's forecast methodology?

-Machine Learning -Validation -ForecastingsR -Simulation

Which of the following are the benefits of using Responsive Display Ads?

-Simplicity -Automation -Reach

What two main ad formats can be used in a Google Display ads campaign?

-Uploaded Ads -Responsive Display Ads

Which targeting option is best for achieving brand awareness?

Affinity

Which of the following is a core benefit of Google Ads automated bidding?

Auction-Time Bidding

Machine Learning

Automated bidding uses machine learning to algorithmically help you set the appropriate bid for each and every auction. This takes much of the heavy lifting and guesswork out of setting bids, so you can meet your performance goals more efficiently and accurately.

Conversion-focused bidding strategies

Choose one of these bid strategies if you're tracking actions post-click, valuing conversions equally, and looking to maximize the number of conversions. - Goal: Conversions - Bid Strategies to Choose From: -Maximize Conversions: Drive as much conversion volume as possible within your budget. You don't need to provide a specific cost per click (CPC), cost per acquisition (CPA), or return on ad spend (ROAS) target. -Target cost-per-acquisition (tCPA): This strategy automatically sets bids to help you increase conversions while reaching your average cost-per-acquisition goal. -Enhanced cost-per-click (eCPC): This strategy automatically adjusts your manual bid up or down based on each click's likelihood to result in a conversion. Use Case: Maximize Conversions: -Advertisers who want to maximize the number of conversions for a campaign. Advertisers that want to spend a fixed budget and don't have an explicit CPA/ROAS goal Target cost-per-acquisition (tCPA): -Maximize amount of conversions, without considering order value — such as lead generation and eCommerce businesses. Note: For a Display campaign using Target CPA, you can choose to pay for conversions billing. Enhanced cost-per-click (eCPC): -For Search, this is for advertisers who want to set the core bid manually or through third-party bidding tools, with an added layer of real-time optimization. For Display, this is for advertisers who do not have conversion tracking, use a third-party bidding system, or insist on setting bids manually with an added layer of real-time optimization. It's also great for lead generation and to drive online sales.

Revenue-focused bidding strategies

Choose this bid strategy if you're tracking the revenue or value associated with your conversions and want to maximize it at a specific return on ad spend target. They're a good fit if you're tracking conversion value and have campaigns that have at least 50 conversions in the past 30 days for Search and at least 15 conversions in the past 30 days for Display. - Goal: Revenue - Bid Strategy: 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

Target CPA

Conversions

Image Ads

Created outside of Google Ads (in Google Web Designer, for example), image ads are uploadable as a .zip file into Google Ads. Image ads only run in banner-eligible slots, which has limited scale relative to Responsive Display Ads.

Which targeting option is best for influencing consideration?

Custom Intent

Which of the targeting options below will best help Hiroko reach a specific set of users who are likely to be within a particular age range?

Demographic

aUploaded ads give advertisers access to more inventory than Responsive Display Ads.

False

Custom Intent audiences

If you want to create a tailored audience that isn't covered in one of our In-Market audience segments, Custom Intent is for you! Define and reach people that have the intent to purchase, updated in real-time. Simply enter keywords or URLs that best represent your audience or choose from one of our auto-created audiences.

What's the main goal of the Google Ads Performance Planner tool?

It helps you forecast and determine your budgets, while also improving your return on investment.

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?

Maximize Conversions

How often is it recommended to repeat the budget planning process?

Monthly

Performance Planner

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 monthly, quarterly, and annual budgets for current campaigns, while also helping to improve your return on investment.

In-Market Audiences

Reach potential customers while they're actively browsing, researching, or comparing the types of products you sell and are close to a conversion. Connect with those most interested in what you have to offer, using precise segments that classify users based on their demonstrated in-market behavior and purchase intent.

Responsive Display Ads

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: Simplicity, Reach, Automation

Target ROAS

Revenue

Standard remarketing

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.

Which of the following remarketing options is a better fit for Hiroko if she doesn't have a data feed?

Standard Remarketing

Video

These ads appear on their own or within other streaming video content on YouTube and across the Google Display Network.

Universal App

These ads drive engagement, app installs, and in-app purchases. They appear across the Google Search and Display Networks, as well as on Google Play and YouTube.

Shopping

These ads promote your products by giving users detailed information about what you're selling. They appear on Google Shopping and next to search results.

Search

These ads show up next to Google search results and on other Google partner sites, like YouTube, when people search for products or services you offer.

Maximize Clicks

Traffic

It's best practice to separate campaigns with different marketing objectives into different Performance Planner plans, so that spend is not reallocated between two different marketing budgets or objectives.

True

Target Impression Share

Visibility

Consideration-focused bidding strategies

You should choose this bid strategy if you want to drive as many clicks as possible within a set level of spend. - Goal: Clicks - Maximize clicks: Set bids to try to get you as many clicks as possible within a target spend amount that you choose. USE WHEN: - Budget-constrained campaigns focused on driving clicks - Drive more click volume - Maximize traffic when extra budget is received - Upper funnel keywords that have high assist value in conversion

Awareness-based bidding strategies

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 - 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. - This is for raising awareness of your brand and campaigns that include brand terms.

CPA

cost per acquisition

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. Key Benefits: Faster ads drive better performance: AMPHTML ads are 6x faster than regular ads on AMP pages, making them more viewable, more effective, and more likely to perform well. 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.

Similar Audiences

finds users that are similar to an original remarketing list or other uploaded compatible list. It finds users that are similar in profile based on their recent browsing and interests around different topics.

Remarketing

lets you show ads to the people who demonstrated their interest in what you offer with their visit to your website or app. It's how you reconnect with great prospects as they browse the millions of websites and apps available on the network.

How often should you repeat the budget planning process?

monthly

Dynamic remarketing

which takes remarketing to the next level with ads that include products or services that people viewed on your website. Create dynamically generated display 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 remarketing lists creation.