Google Ads Display Certificate

With Google Display ads as your advertising ally, you can reach over __% of global internet users across more than three million apps and websites.

90%

Which targeting option is best for achieving brand awareness? n-Market Remarketing Custom Intent Affinity

Affinity

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.

App

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

Auction-time bidding

What are some of the benefits of leveraging Google Ads automated bidding strategies? (Select two) Manual control Auction-time bidding Machine learning

Auction-time bidding Machine learning

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

Automated targeting Automated bidding Automated creatives

What's automated bidding?

Bidding is a key success factor for online marketing, and the bid strategy you choose directly influences how your campaigns perform and how visible your ads are in the unique moments that are important to your business. Google Ads offers several bid strategies that are tailored to your marketing goals and different types of campaigns. Depending on your focus, you can determine which strategy is best for you.

Performance

Bids influence how visible your ads are and the amount of interaction you get in each unique moment. If you don't bid efficiently, you could miss valuable conversions.

Get leads

Boost conversions by encouraging people to take action.

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

Build awareness Influence consideration Drive action

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 **All Of The Above**

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

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. Goal Revenue Target return on ad spend (Target ROAS)

Benefits of Image Ads

Complete creative control: You can develop these ads yourself using templates to decide how best to combine your different images, text, and logos.

Target CPA

Conversions

What are 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? Affinity Custom Affinity Demographic

Demographic

Demographic Targeting

Demographic targeting enables you to show ads to users based on a combination of declared and inferred data. You can target based on age, gender, and parental status. For example, to reach men and women, ages 25-45.

Why Display ad formats?

Display ads can help you promote your business when people are browsing online, watching YouTube videos, checking Gmail, or using mobile devices and apps. With Google Display ads, you can take an approach that enables greater efficiency or greater creative control.

Similar Audiences

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.

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

What is the Google Ads Performance Planner?

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.

Search Ads

appear next to Google search results and on other Google partner sites, like YouTube, when people look for businesses like yours. With a Search campaign, you can make sure potential customers notice your brand, consider your products, and take action

Smart Display campaigns

are a campaign type that uses full automation. It bundles together all the pillars of successful Display campaigns and accesses the best of Google's machine learning capabilities to optimize and automate nearly all aspects of your Display campaigns. You provide a few inputs: what your ads will say, images you want to use, daily budget, and cost-per-acquisition (CPA) performance targets.

Smart campaigns

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

three core automation models that drive Smart Display campaigns:

automated bidding, automated targeting, and automated creatives

Create your Smart campaign in minutes by providing just three inputs:

budget, bid, and creative assets.

When you want to reach a broad audience and maximize your brand exposure, we recommend selecting ________ ____________ as your Display campaign marketing objective

build awareness

Display Ads

can appear across a network of more than two million sites and apps, reaching 90% of people on the internet. Your ads get matched to content related to your business or to your customers' interests. Use a Display campaign to increase exposure and reach audiences with specific interests across the web.

Video Ads

can reach the right audience at scale and capture their attention. Show your ads on their own or within other streaming video content on YouTube and across Google's network of websites and apps. Only pay when people choose to watch your ad.

Ad formats let you

choose how to communicate your business to your audience.

Hotel campaigns

display hotel prices and availability on Search, Maps, and Assistant to connect you with the millions of travelers actively searching for you.

When you want to re-engage with users that have already shown interest in your brand, we recommend selecting ______ ______ as your Display campaign marketing objective.

drive action

Discovery campaigns

easily engage customers across Google's most popular properties with a variety of rich, unique ad formats. Reach your users across the YouTube Home Feed, Gmail, and Google's Discover Feed

What is a Standard Display campaign?

full control over all aspects of your Display campaign. You can manually select your targeting, bidding, and ad formats.

Google Ads Performance Planner

get the most from your Google Ads investment and help maximize your performance.

Local campaigns

help you drive important offline metrics — like store visits or in-store sales — by advertising on multiple platforms.

When you want to engage with users that are actively researching products or services, we recommend selecting ___________ ______________ as your Display campaign marketing objective.

influence consideration

To be eligible to set up a Smart Display campaign:

you need to have gotten at least 50 conversions on Display — or at least 100 conversions on Search — in the last 30 days.

When building your first Display campaign, there are three marketing objectives you'll be able to choose from:

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

Benefits of AMPHTML Ads

-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.

What are the three main Google Display Ads marketing objectives?

1. Build awareness 2. Influence consideration 3. Drive action

What are AMPHTML ads?

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

Automated creatives

Ads are automatically generated from the building blocks you provide, like headlines, descriptions, logos, and images. They responsively fit into almost all ad slots across Google Display ads. Note: Smart Display campaigns can also use your data feed to render dynamic ads based on the items in your feed.

What two types of remarketing can be used on Google Display ads? Dynamic remarketing Standard remarketing Custom remarketing Email remarketing

Dynamic remarketing Standard remarketing

Influence consideration

Encourage people to explore your products and services

There are four main bid strategies you'll be able to choose from when you use Smart Bidding:

Enhanced CPC: Automatically adjusts your manual bid up or down based on each click's likelihood to result in a conversion Maximize Conversions: Drive as much conversion volume as possible within your budget Target CPA: Automatically sets bids to help you increase conversions while reaching your average cost-per-acquisition goal Target ROAS: Automatically sets bids to help get as much conversion value as possible at the target return on ad spend you set

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

False

How does Performance Planner forecast campaign performance?

Forecasting Simulation Machine learning Validation

Increase website visits

Get the right people to visit your website.

Auctions

Given the dynamic nature of our auctions, the appropriate bid can often be a moving target that's challenging to reach at scale when using manual bidding.

Responsive Display Ads are

Google's marquee Display ad format and are the default ad type when creating a Display campaign. They represent the future of asset-based digital advertising.

Drive sales

Grow online, in-app, in-person, and over the phone sales.

What can Google Ads do for your business?

Help you get more customers and achieve your business goals.

Ad Format: Control

Hiroko takes her branding very seriously. Because she has exact requirements for how and where her ads will show, it may be best to create and upload her own ads. This option will likely limit her reach, as uploaded ads don't have access to the same inventory as Responsive Display Ads.

Ad Format: Efficiency

Hiroko values performance over everything else. To best achieve that goal, she should take advantage of Responsive Display Ads, which automatically adjust to the available ad space. They can run in native and non-native inventory.

Custom Affinity Audiences

If one of the 100+ off-the-shelf Affinity audiences doesn't meet your needs, create your own with Custom Affinity audiences. This feature allows you to define and target custom-made audiences, giving you substantive reach against niche groups of users. For example, Hiroko wants to find people interested in outdoor activities such as bicycling, rather than general health and fitness buffs.

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

Responsive Display Ads Uploaded Ads

Promote your app

Increase installs and interactions with your app

Automated bidding

Instead of bidding manually, you specify a Target CPA or Target ROAS you'd like to achieve and Google will manage the CPC bids on a per-auction basis, based on the likelihood that the auction will generate a conversion.

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.

Benefits of Google Ads automated bidding

Machine Learning Time-saved Auction-time bidding Depth of signals used and cross analysis

User Journey Complexities

Many signals influence user behavior. Their intent and likelihood to complete valuable actions for your business vary based on location, time, device, and so on. Taking all these signals into account for every auction and bidding can be done through automation.

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 Maximize clicks Target impression share Target return on ad spend

Maximize conversions

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

Monthly

How often should you repeat the budget planning process?

Monthly

Automated Bidding Key Factors

Performance Auctions User Journey Complexities

How does the Performance Planner work?

Performance Planner determines the optimal bids and average daily budget allocations across all of your campaigns to help increase the number of conversions you can achieve for any future spend scenario. It

Which of the following targeting options will help Hiroko reach users similar to those on her remarketing lists? Custom Intent In-Market Similar Audiences

Similar Audiences

What are the three Google Display Ads Value Propositions?

Performance, Intent, and Machine Learning

Which of the following are the benefits of using Responsive Display Ads? Reach Control Simplicity Automation

Reach Simplicity Automation

Build awareness

Reach a broad audience and maximize exposure

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.

To help you grow your business, Google Ads is built around three principles

Relevance, Control, and Results

Remarketing

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.

There are two main types of ad formats you can leverage for your Display campaign:

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

You're a brand manager with an eCommerce retail company. You're looking to advertise online and measure the volume of sales coming from your digital campaigns. Which of the following benefits of Google Ads could help you accomplish your goal?

Results: Use Google Ads' measurement tools to understand how your campaigns are performing.

ROAS

Return on Advertise Spending

Target ROAS

Revenue

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.

Search

Which is the following is *not* a component of Google Display ads' value proposition? Performance Intent Machine learning Search

Search

Campaign Types

Search, Display, Video, Shopping, and App. Each campaign type determines where your ads appear and the format in which those ads are displayed.

Why should I use Performance Planner every month?

Seasonality, fluctuating auctions, and competitors mean that Google Ads campaigns should be planned and optimized on at least a monthly basis. Using Performance Planner every month lets you optimize your budgets and bids so you can drive more conversions for the same investment.

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.

Shopping

Shopping Ads

Shopping ads appear on Google Shopping next to search results and near text and responsive ads. Shopping ads promote your products by giving consumers detailed information about what you're selling before they even select your ad.

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.

There are two types of Display campaigns:

Standard Display campaigns and Smart Display campaigns

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

Standard Remarketing

Automated targeting

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

Results

The measurement tools make it easy to see how your site, apps, and ads are performing. Plus, smart technology lets you create, manage, and optimize your campaigns so you can get the most out of your investment.

Which of the following are components of Performance Planner's forecast methodology? Validation Machine learning Forecasting Simulation

Validation Machine learning Forecasting Simulation

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

Video

Target Impression Share

Visibility

Affinity Audiences

With Affinity audiences, you can reach TV-like audiences based on a holistic picture of their lifestyles, interests, and passions. Choose from over 100 segments based on online behavior. Google's best-in-class algorithm distinguishes these users that are truly passionate about a topic rather than those that are merely interested. For example, Hiroko wants to reach health and fitness buffs.

Dynamic remarketing

Work to boost your results with 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.

Why Display targeting?

You can use targeting to direct your campaign's ads to the people you want to reach most. Simply choose the targeting option that aligns to your campaign goal and Google Display ads will work to get your ad in front of the right people, in the right place, at the right time.

Control

You choose how much to spend per month, per day, and per ad. If you want to change your strategy, you can easily adjust your ad, modify your budget, or pause and restart a campaign.

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

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

Relevance

Your ads can appear on Google Search, YouTube, and more, just when someone is looking for products or services like yours. You can also customize options, such as keywords and location, to get in front of the most relevant customers.

Google Ads

makes it easy to connect with billions of people at the moment they're looking for what to do, where to go, and what to buy.

Uploaded ads

offer greater control over the way your ads look and feel. You build your own ads outside of Google Ads and simply upload them to your Display campaign.

App Ads

run ads across Google's largest properties, including Search, Play, and YouTube, as well as thousands of mobile sites and apps. Your ads and bids are automatically adjusted to get the most downloads. Just add a few lines of text, a bid, and some assets, and the rest is optimized to help customers find you.

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.