Google Display Ad Certification

What is a similar audience?

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

What are responsive display ads?

you upload your creative assets and create ads that serve in all ad slot sizes. Google automatically creates the ads.

What is a standard display campaign?

a display campaign that gives you full control over all aspects.

What are the benefits of planning your google ads budget in advance?

-Understand the future spend potential of current Google Ads campaigns to help drive budget decisions -Take advantage of seasonality to capture incremental opportunities Set optimal bids and budgets across your campaigns to help ensure that ROI performance is maximized -Find new opportunities to grow your sales volumes with Google Ads

What are the components of Smart Display campaigns?

Automated bidding - specify a target cpa or target ROAS youd 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. Automated Targeting - optimizes where the campaign runs, smart campaigns drive remarketing and prospecting. Automated creatives - ads generated from building blocks you provide - they responsively fit into all ad slots.

What are the benefits of Google ads automated bidding?

Machine learning. Time Saved. Auction Time bidding - tailors bids to unique context. Depth of signals used and cross analysis.

What is the best display campaign marketing objective for reengaging with users that have already shown interest?

Drive Action

What's the Google Ads Performance Planner?

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.

What is a smart campaign?

an automated solution for small businesses

What are the display ads targeting options for building awareness?

Demographic targeting - show ads to users based on a combination of declared and inferred data. Affinity audiences - reach audiences based on a picture of their lifestyles, interests and passions. Custom affinity audiences - define and target custom made audiences that are different from the 100 segments of affinity audiences.

What are the campaign optimization options?

Device targeting. Locations and Language targeting. Bidding and budget settings - bid strategy controls how you pay for users to interact with ads - bid limit is the most youll pay for ppc - budget is average amount of ad spend per day. Ad Extensions - include more info with ads such as location, links to pages on website, phone number, etc.

What is the consideration focused bidding strategy?

It is used to drive as many clicks as possible within a set level of spend. Bid Strategies: Maximize Clicks: Set bids to try to get you as many clicks as possible within a target spend amount that you choose.

What is the awareness based bidding strategy?

It makes sure your ad is visible for certain queries and even at certain locations on the page - brand awareness. Bid strategies: 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.

What are some key factors to keep in mind about bidding?

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. Auctions - the appropriate bid can often be a moving target that's challenging to reach at scale when using manual bidding. User journey complexity - Taking user behavior signals into account for every auction and bidding can be done through automation.

What are the three principles that google ads is built around?

Relevance: connect with the right people at the right time and place. Control: Control over budget. Results: Pay only for results.

What are the targeting options available for driving action?

Remarketing - show ads to people who demonstrated interest in what you offer by visiting your site. Standard Remarketing - show ads to past visitors who have visited key pages on your website. Dynamic Remarketing - ads include products or services that people viewed on your website

What are the two main types of ad formats for display campaigns?

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

What are the ad types?

Search - appear next to search results. Display - increases exposure and reaches audiences with specific interests. Video - shown independently or within other streaming video content - only pay when people choose to watch. Shopping - Appear on google shopping next to search results and near text and responsive ads. App - Run ads across search, play, and youtube - ads and bids are automatically adjusted to get the most downloads

What are the key benefits of Smart Display campaigns?

Simplicity - create a campaign in minutes by providing three inputs : budget, bid, and creative assets. Insights - receive standard ad reporting plus supplemental insights that allow broad strategic management. Scale - smart display campaigns run across the three million sites and apps available

What are the two types of display campaigns?

Standard Display campaigns and Smart Display campaigns

What are the statistics of using google display ads?

You can reach 90% of the global internet across more than three million apps and websites

What is required to be eligible for 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.

What is a smart display campaign?

a campaign that uses full automation. You provide a few inputs - what ads will say, what images you want to use, daily budget, and cost per acquisition (CPA) performance targets. Smart display campaigns rely on the existing CPA model to set bids at the right time. They also leverage auto-optimized creative tech to combine raw creative assets and build custom ads for each auction.

What are AMPHTML ads?

a faster and more secure ad experience. 6x faster, and require validation so theyre less prone to malware.

What is a custom intent audience?

a tailored audience that isnt covered by an in-market audience segment. Define and reach people that have the intent to purchase, updated in real time.

What are image ads?

ads created outside of google ads. They only run in banner eligible slots

What are the key benefits of responsive display ads?

automation. reach - made to fit anywhere. simplicity - reduce overhead for managing ad portfolios within ad groups

What are the three main marketing objectives?

build awareness, influence consideration, and drive action

What are the three marketing objectives of targeting?

build awareness. Influence consideration. and drive action.

What are the display ad formats?

efficiency - responsive display ads adjust to the available ad space - they run in native and non native inventory. Control - create and upload own ads - this may limit reach as uploaded ads dont have access to the same inventory.

What are the four main bid strategies?

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

What are the components of Performance Planners success?

forecasting, simulation, machine learning, and validation

What are the three targeting options for influencing consideration?

in-market audiences, custom intent audiences, and similar audiences.

What is the conversion focused bidding strategy?

it is used to maximize the number of conversions. Bid Strategies: 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.

What is the revenue focused bidding strategy?

it is used to maximize the specific roas of the revenue or value associated with conversions. 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

What are the specialized campaign types?

local - drive offline metrics. Hotel - advertise rates and availability. Discovery - engage customers across most popular properties

How does google use intent signals and machine learning?

machine learning brings best in class automation, bidding, and targeting. google uses real time view of context and user behavior on owned and unowned properties to understand user intent

Who should run smart display campaigns?

people who are new to display advertising and want a fast and high performing campaign. VALUE PROPOSITION - delivers both remarketing and reengagement/prospecting on display with performance, simplicity, and low time commitment. Smart campaigns can deliver better performance and reach than existing mid funnel campaigns

What is an in-market audience?

potential customers who are actively looking at the types of products you sell and are close to a conversion.

What are the four valuable aspects of google display ads?

powerful intent signals - places ads against the most relevant content. Massive scale - can connect with audience through millions of websites. Measurable performance. Easy campaign set up - identify marketing objectives and you receive the features and options that are relevant