Google Ads Certification- Measurement

Campaign Metrics -

These are the individual metrics you use to measure the success of your media objectives

What are the verification options for businesses with 10 or more locations?

They can import and verify their locations in bulk

marketing mix model

(MMM)

What is conversion measurement?

- A conversion is an action you want your customers to take when they encounter your marketing message

The Google My Business messaging tool allows customers to reach business owners through what type of communication?

Text messaging

A media channel is a

specific medium that's used to reach an intended audience

conversions are

the actions you want customers to take when they encounter your marketing messages.

Which three of the following aspects are needed when writing a strong key performance indicator (KPI)?

-It has a defined timeframe -It is clear -It is measurable

The insights you'll gain using the default eCommerce reports include answers to questions such as:

-Which of your products sell well and which are the most impacted by your marketing efforts? -How many products are you selling in each transaction and for how much? -How many times is a customer coming to your site before they finally make a purchase? -What is the full value of the transaction once you include the tax and shipping cost?

Customer lifetime value

CLV

Position-based

40% credit is assigned to both the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions.

Business Objective -

A broad top level goal of your company. This goal typically focuses on increasing revenue, profit margin or volume (for example, units sold)

Time-decay

A multi-touch model that gives more credit to the touchpoints closest to the conversion.

Channel optimization - Bidding:

Acquire more customers by adjusting bids based on a rich set of auction-time signals.

MMM- Who's it for?

An MMM is typically done for a brand (for example, Oreo) or a group of brands in the same category (for example, snack foods). It incorporates all possible factors that could drive the brand's sales, including (but not limited to) media and marketing (for example, TV, radio, digital, outdoor advertising, emails, coupons), brand consideration, the economy, competitor actions, and even the weather.

MMM- How does it work?

An advertiser will typically hire a third-party vendor to run an MMM, and a few advertisers run their own MMMs. They are expensive and take 12 to 20 weeks to run, so most advertisers only do it just once or twice a year. As technology and data improve, however, more advertisers are beginning to do quarterly updates or even monthly refreshes. Frequent updates to MMMs are a good thing, as long as the advertiser can make decisions about their media budgets with the same frequency.

Attribution differences

By default, if a customer's journey to purchase involved a Google ad, Google Ads will always give conversion credit to the last Google ad the customer saw or clicked (unless you change to other attribution models). Analytics gives conversion credit to whatever engagement was the last one in the customer's journey. For example, Bob clicked on your Google ad for shoes but decided to shop around and do some research. A few days later, while researching, Bob sees your business on a review website and decides to click through to your site and make a purchase. In this case, Analytics would give credit to the review site as "referral" traffic, yet Google Ads will attribute the conversion back to your ad campaign for the ad that Bob had clicked on a few days ago.

Linear

Credit is distributed evenly to every single touch in the buyer journey.

Cross channel attribution

Cross channel attribution includes all marketing touch points that result in a conversion action. These conversions could include, but are not limited to website visits, views, newsletters and purchases. Cross channel attribution is an advanced approach to customer measurement and is meant to give a full picture of the customer path to purchase.

Cross channel attribution- who's it for?

Cross channel attribution insights, unlike search attribution, are often used to influence budget decisions and channel investment rather than to optimize campaigns within a single channel. When done properly, this allows advertisers to be both more efficient and nimble with their marketing spend.

Channel optimization - Creative:

Customize your assets to serve the right message to the right user at the right moment.

Giovanni runs a small bike company. Which tool can he use to turn his ad data into beautiful visual reports?

Data Studio

You can also create custom goals using:

Destination: a specific page that has been visited. Duration: how long someone was on your website, such as more than five minutes Pages: how many pages a specific person visited on your site, such as three or more Event: a specific action that someone took while on your site, such as playing a video.

Two types of optimization

Media mix optimization & Channel optimization

To see eCommerce data in Analytics, you need to:

Enable eCommerce in your reports Add code to your site/app to collect eCommerce data

Which two of the following conversion tracking options are available when setting up in-app conversion tracking?

Firebase, Google Play

Target CPA is a

Google Ads Smart Bidding strategy that sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set. It uses advanced machine learning to automatically optimize bids and offers auction-time bidding capabilities that tailor bids for every auction. Target CPA is available as either a standard strategy in a single campaign or as a portfolio strategy across multiple campaigns.

Report freshness

Google Ads conversion tracking reports on conversions a bit sooner than Analytics goals that are imported into Google Ads. So, you'll see Bob's transaction reported differently in both cases. Google Ads reports on conversions every three hours. However, if you're using a non-last click attribution model, conversions can be delayed by up to 15 hours. Analytics goals imported into Google Ads are reported every nine hours.

Date of transaction

Google Ads gives conversion credit to the time of the last impression made by the customer before they clicked on the ad. For example, let's say Bob clicked on a Google ad for your shoes on October 11 and purchased those shoes on October 18. Google Ads would show the conversion on October 11. Analytics will give the credit to the date the purchase occurred, which, in this example, is October 18.

CLV - How does it work?

Imagine there are two shoppers using a baby apparel website. The first is a one-time visitor who buys a $500 gift for a baby shower. The second is a new mom who spends $100 each month on purchases for her baby. If you just looked at revenue, the first customer would appear to be worth more. But if you think about these people in terms of customer lifetime value (CLV), the relationship with the new mom could be worth more over time. A lot more. By looking at the lifetime value of customers that a brand acquired through various channels, it is possible to extend the horizon of the channel performance evaluation and have a more accurate view of performance.

Have a learning mindset.

In addition to driving strong results, marketers want to learn something new. Measurement is the key to this.

Attribution models

It automatically starts to recognize the most effective touchpoints that lead to a conversion. There are two ways this can happen: with rules-based attribution and with data-driven attribution.

MMM- Is it worth al the trouble?

MMMs are the best available method for determining the amount of sales driven by each media channel. Most companies use the findings to support their strategic planning and budgeting. CMOs and other budget decision-makers look at the ROI of each media channel to determine the ones they should continue to invest in.

MMM- What are its limitations?

MMMs require a diligent collection of two to three years worth of weekly data for each and every driver of sales, including all marketing channels, but also across areas like price promotions, distribution, and product changes. External factors like competitive actions and the economy are considered as well. There's often a limit to how many marketing tactics can be analyzed at once.

Digital-driven attribution

Machine learning determines the best way to distribute credit for your conversions.

Marketing Objectives -

Marketing goals that support the business objectives such as building awareness

Make measurement a habit.

Measurement should be practiced by everyone, all the time.

Develop strong data interpretation skills.

Not all measurement owners are statisticians or engineers. Luckily, there are many partners available in the area of marketing analytics, with a best-in-class technical staff, which ensures the highest quality measurement. Good measurement owners are expert storytellers who can distill learnings from several tools into one compelling narrative that can be shared within the organization and influence decision-making.

Channel optimization - Targeting:

Reach those most interested in your business with dynamic audience targeting.

Be relentlessly curious and passionate about the customer journey.

Recognize that the world is not static and that the media landscape evolves all the time

Master multiple tools.

Since there are multiple steps in an average customer journey, with each step corresponding to a unique expected outcome, they're measured by leveraging different tools.

Measuring eCommerce transactions

Sometimes you might want to ask deeper questions about your sales, which can't be answered with Goals. This is where the eCommerce transactions tracking solution comes in.

Cross channel attribution- How does it work?

Sophisticated algorithms (and machine learning) evaluate all the different paths to determine which touchpoints are the most influential. Factors such as the number of interactions, the order of exposure, and the creative assets used in each conversion path may be incorporated into your results.

First click

The first touchpoint receives 100% of the credit for the conversion.

Keep business impact in mind

The goal of marketing is to help brands grow, not amass ad impressions and engagements. Measuring the impact of marketing on business outcomes helps define it as a source of growth, not a cost center, and improves the quality of discussions with the CFO about the size of the marketing budget.

Media Objectives -

The goals for each medium through which your marketing objectives are completed. For example, the goal of your YouTube campaign

Last interaction

The last touchpoint receives 100% of the credit for the conversion.

Make measurement lead to action.

The role of the measurement owner is to be a strategic advisor to the top decision-makers who command marketing budgets.

Clearly define your measurement owner

This ensures consistent measurement across all stages of the customer journey, channels, and teams. The role requires focus and coordination. In large, complex companies with multiple brands that also operate in several countries, there may be an entire organization dedicated to measurement. These organizations may have different names, but they share a common goal: to provide a holistic measurement of marketing effectiveness throughout the entire customer journey

Focus on objective-driven KPIs.

This ensures that campaigns manage to deliver the greatest business outcomes. It's easy to get distracted by all the available data on an average digital campaign.

Channel optimization

This is changing how ads are delivered within a specific channel for maximum impact on business outcomes. There are three main types of channel optimization: Bidding Creative Targeting For example, you may choose to change keywords, bids, or creative in order to make Search more efficient in driving online sales.

Media mix optimization

This practice involves shifting media investment across media channels — moving budgets from lower-performing channels to higher-performing channels in order to improve the overall media performance. For example, if video ads drive sales at a higher ROI than display, a portion of the display budget may be moved to the video ad budget.

You have three basic options for creating goals:

Using a goal template Creating custom goals Creating Smart Goals

Conversion count differences

When looking at Analytics: You can count conversions either by configuring Goals or eCommerce transactions. Goals allows you to count interactions within the context of a user session, rather than counting each individual interaction. For example, you can track Bob's interaction with your site, seeing his page view on your shoe product page or how much time he spent viewing shoes on your site. These are goals counted only once per session. Analytics counts transactions multiple times in a session (as long as each transaction has a unique transaction identifier).This is useful for users who complete multiple transactions in a given session, for example, if Bob had bought more than one pair of shoes or other items from your site. When looking at Google Ads: Google Ads conversion tracking does not have a concept of "sessions" and counts multiple conversions in a given date range. For example, if Bob reaches the same conversion page twice in a given session on your site, then: Google Ads counts each conversion if the counting preference for that conversion action is set to "Every," or Each conversion will only count one conversion per click if set to "One" By contrast, only one goal would be counted in Analytics from Bob's conversion.

Measuring goals

With Goals, you can capture customer actions that are valuable for your business. Setup is easy as we offer templates that outline the most common goals/events to track, such as when someone places an order or contacts your business. Goals can be set up directly in Analytics.

On which day of the week am I generating the most sales?

With conversion measurement installed, you can identify which days or even times of the week lead to the most business. You can then shift your budget to target those specific days

Which ad is leading to the most newsletter signups?

With conversion measurement installed, you'll be able to identify the best-performing ads and use the right messaging to create new and better creatives.

What actions can be measured?

With conversion measurement, you can learn what actions users take once they engage with your brand. For example, you can learn what actions a customer takes while on your website, whether they download your app, or even whether they call your business.

CLV - Anything else?

You should not make changes to your creative and branding until you know you're reaching the right customers—those that have the most high value for your brand. To do this, you need to truly understand who your audience is, and the best way of interacting with them. Today, it's the brands that are able to drive CLV for the right customers that will see long-term success.

Which age group is more likely to purchase your product or service after clicking an ad?

You'll know with conversion measurement installed! You can customize campaigns with specific messaging to reach the right demographics that bring the most value.

track calls to a phone number on a website

add call extension to your google ad

purchase

average order size

Target ROAS lets you

bid based on a target return on ad spend (ROAS). This Google Ads Smart Bidding strategy helps you get more conversion value or revenue at the target ROAS you set. Your bids are automatically optimized at auction time, allowing you to tailor bids for each auction. Target ROAS is available as either a standard strategy for a single campaign or a portfolio strategy across multiple campaigns.

consideration

brand favorability

awareness

brand recall

view-through

click based; 30-day default window

loyalty

customer referrals

If someone is using Google My Business to promote their restaurant online and attract new customers, what feature can be used to encourage new people to try them out?

customer reviews

Choose which conversion count option would allow you to measure and improve your sales.

every

Conv. value/click is what you

gain each time someone clicks on your ad. It is the value of your total conversions according to clicks.

Enhanced CPC (eCPC) helps you

get more conversions from manual bidding. It works by automatically adjusting your manual bids for clicks that seem more or less likely to lead to a sale or conversion on your website. Unlike Target CPA, which automatically sets bids based on your target cost-per-conversion, your max. CPC bids constrains eCPC when optimizing for conversions. For Search and Display campaigns, eCPC helps increase conversions while trying to keep your cost-per-conversion the same as you're getting with manual bidding. For Shopping, eCPC helps increase conversions while trying to maintain your same overall spend.

Specific keywords often tend to

have a better conversion rate than general keywords.

Maximize Conversions Bidding automatically sets bids to

help get the most conversions for your campaign while spending your budget. It uses advanced machine learning to automate bid optimization and offers auction-time bidding capabilities that tailor bids for every auction.

click-through

impression-based; 24-hour default window

A measurement is only important if it

inspires action. If no changes to your future campaigns are made as a result of your measurement, it's possible that the measurement either focuses on the wrong objectives or your metrics lack the needed depth. It's not enough to put some charts together. There's no point in measuring something if it doesn't inform your decision-making.

Conv. value/cost estimates your return on

investment. It measures the value of how many people buy your product vs. how much you're paying for their ad clicks.

Store Sales Direct

is a Google product that analyzes information about the share of store visitors who make a purchase. It also analyzes their average purchase value. With this information, it becomes possible to estimate an offline sales ROI. Coupling this with online performance results in an omnichannel ROI, and optimizing media marketing in response to this omnichannel ROI can fundamentally change media strategy and performance.

Brand Lift

is a Google product that can measure the direct impact your YouTube ads are having on perceptions and behaviors throughout the consumer journey. Within a matter of days, Brand Lift gives you continuous insight into how your ads are impacting the metrics that matter, including lifts in brand awareness, ad recall, consideration, favorability, purchase intent, and brand interest, as measured by organic search activity. You can easily optimize your campaigns mid-flight based on these near real-time results, broken out by demographics, frequency, and more.

Store Visits

is a Google product. If visits to your physical locations are important to your business — as they are for hotels, auto dealerships, restaurants, and retail stores — you can use conversion tracking to help you see how your ad clicks and viewable impressions influence store visits. You can also use Store Visits to understand your return on investment (ROI) and make more informed decisions about ad creatives, spend, bid strategies, and the other elements of your campaigns.

The complex user journey

knowing how their customers interact with their brand, and what role advertising plays in that relationship. It's a challenge because customer behavior itself is complex.

Measurement for large businesses

marketers that have established mature analytics practices saw a 50% higher increase in revenue vs. those that were just starting their analytics practices

mmm is

not right for every business. It's particularly useful for companies that invest a significant amount of their marketing budget in offline media channels, or companies that sell predominantly through offline sales channels (brick-and-mortar stores).

Rules-based attribution

rules-based model may assign some value to the first interaction that introduces a customer to a brand, but assign a higher value to the final interaction that leads to the purchase

An advertising campaign is a

series of ads that share a single idea or theme and address a target audience in a specific stage of the customer journey. A campaign may span multiple media channels (for example, video, display, and search), but all those channels will show ads that focus on the same message.

Data-driven attribution (DDA) is

the most advanced model in Google's attribution products. A data-driven model algorithmically evaluates individual customer paths. Credit is then dynamically attributed to each touchpoint according to its impact on the conversion. An advantage of this model is that attribution logic includes converting and non-converting paths, whereas rules-based models only take converting paths into account.

The challenge with most ROI calculations is that

they look at the value of channels in the short-term: a typical timeframe for ROI calculation is anywhere from several weeks to one year. Short-term view of ROI can be misleading.

track phone numbers on a mobile website

track on a text link, image, or button

track calls from ads

use a google forwarding number

view-based/view engagement

watches the ad for 30 seconds or through the end; 30- day default window

A sales channel is a

way of bringing products or services to market so that they can be purchased by consumers.

Bob owns a small café with a Google My Business listing, but he'd love to have a mobile-friendly website as well. He doesn't know much about creating websites. What's a tool that Bob can use to create his site? AdWords Messaging Posts Website builder

website builder

When you use negative keywords, your ad

won't show up when people search for those specific keywords. This is helpful when you're trying to limit your ad so that it doesn't show up for people who are just browsing and aren't ready to purchase anything yet.