ICS Final
If an advertiser doesn't want to add remarketing tags to a website, why would Customer Match be a good fit for them? Customer Match allows you to reach people who have been to your website Customer Match allows you to reach people who haven't been to your website yet Customer Match relies on your own data instead of a remarketing tag It wouldn't be a good fit. You have to tag your website to use Customer Match
Customer Match relies on your own data instead of a remarketing tag
Giovanni runs a small bike company. Which tool can he use to turn his ad data into beautiful visual reports? Analytics Analytics 360 Data Studio Optimize
Data Studio
Which of the following attribution models uses machine learning to evaluate individual customer paths? Data-driven Last interaction Linear Time decay
Data-driven
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
Arrange the items below in order of hierarchy, beginning with the top level. Account Ad Campaign Ad group
1 - Account 2 - Campaign 3 - Ad group 4 - Ad
Match each auto-bidding strategy to the right campaign goal. Target ROAS Target CPA Maximize clicks Target Impression Share Revenue Conversions Traffic Visibility
1 - Target Impression Share 2 - Target CPA 3 - Maximize clicks 4 - Target ROAS Traffic (3) Revenue (4) Visibility (1) Conversions (2)
If using Google Tag Manager, which of the following sitewide tagging solutions would be used to measure conversions? Add on the conversion linker tag to Google Tag Manager Install gtag.js tags Link Google Ads and Google Analytics accounts Sitewide tagging is already in place, so no action is needed
Add on the conversion linker tag to Google Tag Manager
Which targeting option is best for achieving brand awareness? Affinity Custom Intent In-Market Remarketing
Affinity
Which two of the following statements are true about Attribution reports? Select All Correct Responses App conversions and store visits are included in Attribution reports App conversions and store visits are not included in Attribution reports Attribution reports can help you estimate how changes to your attribution model might impact conversion reporting Attribution reports can help you evaluate and optimize performance after you've changed your attribution model
App conversions and store visits are not included in Attribution reports Attribution reports can help you estimate how changes to your attribution model might impact conversion reporting
Hiroko is running a Search campaign for a couple of months and would like to make some improvements. Identify three ways that she can optimize her campaign after assessing performance. Select All Correct Responses Assess which audience targeting is performing best and double down Don't make changes until the campaign has been running for at least six months Remove poorly performing creative and test out new creative Turn on automated bidding
Assess which audience targeting is performing best and double down Remove poorly performing creative and test out new creative Turn on automated bidding
Which of the following is a core benefit of Google Ads automated bidding? Auction-time bidding Daily budget pacing Impression share-based bidding User ID-based bidding
Auction-time bidding
Which of the following is a core benefit of Google Ads automated bidding? Impression share-based bidding Daily budget pacing Auction-time bidding
Auction-time bidding
What are the three main automation components of Smart Display campaigns? Select All Correct Responses Automated bidding Automated conversions Automated creatives Automated targeting
Automated bidding Automated creatives Automated targeting
Match each stage of the customer journey with an associated marketing objective. Purchase Consideration Awareness Loyalty Customer referrals Brand favorability Brand recall Average order size
Awareness Purchase Consideration Loyalty Average order size (2) Brand favorability (3) Customer referrals (4) Brand recall (1)
A company that designs coffee mugs wants to see which of their video creatives makes viewers remember their brand best. Which of the following Google tool can they use to find out? Ad recall Brand favorability Brand Lift Conversion Lift
Brand Lift
Which three of the following are good measurement habits for any individual or company? Select All Correct Responses Bring data to all of your meetings Encourage learning from failure Look at data only every month or so Run tests continuously
Bring data to all of your meetings Encourage learning from failure Run tests continuously
What are the three marketing objectives that can be met via targeting on Google Display ads? Select All Correct Responses Build awareness Drive action Generate buzz Influence consideration
Build awareness Drive action Influence consideration
Many customer journeys begin with an awareness of a brand and end with a repeat buyer.Place the marketing objectives of the customer journey below in the correct order. Grow loyalty Build awareness Drive purchases Influence consideration
Build awareness Influence consideration Drive purchases Grow loyalty
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 Dynamic ads In-search call button Insights
Customer reviews
Match each of the following conversion metrics that you can use to view conversion data with the correct description. Conversion rate (Conv. rate) Conversion value per click (Conv. value/click) Cost per conversion (Cost/conv.) Conversion value (Conv. value) Conversion value per cost (Conv. value/cost) Is your total conversion value divided by the number of eligible clicks Tells you how often, on average, an ad click or other ad interaction leads to a conversion. It's calculated by dividing "Conversions" by the total eligible interactions (like ad clicks or video ad views Is the sum of conversion values for your "Conversions." You have to enter a value for your conversion actions Tells you how much, on average, each of your conversions cost. It's calculated by dividing your total cost by the number in your "Conversions" column Estimates your return on investment. It's calculated by dividing your total conversion value by the total cost of all ad interactions
Conversion rate (Conv. rate) Cost per conversion (Cost/conv.) Conversion value per click (Conv. value/click) Conversion value (Conv. value) Conversion value per cost (Conv. value/cost) Tells you how much, on average, each of your conversions cost. It's calculated by dividing your total cost by the number in your "Conversions" column (2) Estimates your return on investment. It's calculated by dividing your total conversion value by the total cost of all ad interactions (5) Tells you how often, on average, an ad click or other ad interaction leads to a conversion. It's calculated by dividing "Conversions" by the total eligible interactions (like ad clicks or video ad views (1) Is the sum of conversion values for your "Conversions." You have to enter a value for your conversion actions (4) Is your total conversion value divided by the number of eligible clicks (3)
Which targeting option is best for influencing consideration? Custom Affinity Custom Intent Demographics Remarketing
Custom Intent
Which part of a Search ad isn't automatically generated by Dynamic Search Ads? All of these are automatically generated Description line Destination URL Headline
Description line
What two types of remarketing can be used on Google Display ads? Select All Correct Responses Custom remarketing Dynamic remarketing Email remarketing Standard remarketing
Dynamic remarketing Standard remarketing
Choose which conversion count option would allow you to measure and improve your sales. Every One
Every
What are the three main factors that determine ad quality? Expected clickthrough rate, ad formats, and ad relevance Expected clickthrough rate, landing page experience, and ad relevance Expected clickthrough rate, max CPC bid, and landing page experience Max CPC bid, landing page experience, and ad relevance
Expected clickthrough rate, landing page experience, and ad relevance
Which two of the following conversion tracking options are available when setting up in-app conversion tracking? Select All Correct Responses Facebook Firebase Google Play iTunes
Firebase Google Play
A candle company is writing copy for a new Display ad. They want to use it to influence consideration for their product. What should they do with their creative? Focus on a specific offer or a product (upsell) Focus on brand attributes or product value proposition Focus on story-telling around the brand Include an implicit or explicit call-to-action (Buy Now, Buy Here, Shop Here, etc.)
Focus on brand attributes or product value proposition
How does Google Ads generate responsive search ads? Google Ads creates them based on existing ad copy, landing pages, and extensions Google Ads creates them based on existing high performing ad copy Google Ads mixes and matches headlines and description lines that have been provided Google Ads mixes and matches headlines and URLs that have been provided
Google Ads mixes and matches headlines and description lines that have been provided
Which are the three required parts of a text ad? Description, path fields, and headline Description, path fields, and URL Headline, description, and path fields Headline, description, and URL
Headline, description, and URL
What can be used to customize how the data is tracked in the Conversions column? Auction Insights report Custom tables Include in Conversions setting Modify Columns setting
Include in Conversions setting
Which two of the following statements are true about conversion tracking? Select All Correct Responses An extra snippet of code needs to be added to Google Ads to help track user interactions with your site Budgets automatically get shifted to the most productive ads It can track ad interactions and identify the ads most valuable to your business The best performing ads provide insight into creating new and improved creatives
It can track ad interactions and identify the ads most valuable to your business The best performing ads provide insight into creating new and improved creatives
Which three of the following aspects are needed when writing a strong key performance indicator (KPI)? Select All Correct Responses It has a defined timeframe It is aggressive It is clear It is measurable
It has a defined timeframe It is clear It is measurable
Which of the following can be customized with audience signals to make Search campaigns more efficient? Headline length Keywords Networks All of the above
Keywords
Match the following objectives with the correct description. Business Objective Marketing Objectives Media Objectives Campaign Metrics A broad top level goal of your company. This goal typically focuses on increasing revenue, profit margin or volume (for example, units sold) Marketing goals that support the business objectives such as building awareness These are the individual metrics you use to measure the success of your media objectives The goals for each medium through which your marketing objectives are completed. For example, the goal of your YouTube campaign
Marketing Objectives - Marketing goals that support the business objectives such as building awareness Campaign Metrics - These are the individual metrics you use to measure the success of your media objectives 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) Media Objectives - The goals for each medium through which your marketing objectives are completed. For example, the goal of your YouTube campaign
Which attributes describe a good landing page experience? Select All Correct Responses Easy to navigate High amount of user traffic Relevant and original content Transparency about your business
Relevant and original content Easy to navigate Transparent about the client's business
Which of the following factors wouldn't change an account's optimization score? Changes in auction dynamics Changes in tracked conversions Renaming campaigns Shifts in spend mix
Renaming campaigns
Which of the following is not a component of Google Display ads' value proposition? Intent Machine learning Performance Search
Search
What is the key value proposition of Google Search campaigns? Appear as a text ad, a video ad, or a banner ad on one of Google's partner sites Influence organic results Reach people on Google.com that might be interested in your brand, regardless of what they're searching for Show your ads when a customer is searching for your product or service
Show your ads when a customer is searching for your product or service
Which of the following are the benefits of using Responsive Display Ads? Select All Correct Responses Simplicity Automation Control Reach
Simplicity Automation Reach
Which two people might see an ad with the keyword +black +shirt (set as broad match modifier)? Someone searching for the term I want to buy a black shirt Someone searching for the term black button shirt Someone searching for the term shirt Someone searching for the term shirt brown
Someone searching for the term I want to buy a black shirt Someone searching for the term black button shirt
The Google My Business messaging tool allows customers to reach business owners through what type of communication? Bulletin boards Email Text messaging Video chat
Text messaging
Jane clicks on a Search ad for lipstick then buys it online three days later by clicking on a Facebook ad. On which day would Google Ads credit the conversion? 24 hours after the purchase, to ensure payment is processed Never, since the last interaction was with Facebook The day the ad is clicked The day the purchase is made
The day the ad is clicked
What are the verification options for businesses with 10 or more locations? They can enter their location information in bulk but will have to verify each location individually They can import and verify their locations in bulk They only need to verify one location, and the rest will be automatically verified They'll have to enter and verify their locations individually
They can import and verify their locations in bulk
Why do search ad extensions matter? The cost-per-click on ad extensions is lower than on a search ad headline They guarantee higher engagement for advertisers They increase ad quality and drive lower conversion costs They increase engagement and influence ad quality
They increase engagement and influence ad quality
Google offers various methods for tracking phone calls from ads, websites, and mobile sites. Match each of the following conversion tracking goals with the correct method. Track calls from ads Track calls to a phone number on a website Track phone numbers on a mobile website Use a Google forwarding number Track clicks on a text link, image, or button Add call extension to your Google ad
Track phone numbers on a mobile website Track calls from ads Track calls to a phone number on a website Use a Google forwarding number (3) Add call extension to your Google ad (2) Track clicks on a text link, image, or button (1)
For video campaigns, the last impression of a video ad will get credit for the view-through conversion. True False
True
What two main ad formats can be used in a Google Display ads campaign? Select All Correct Responses Search Ads Uploaded Ads Social Ads Responsive Display Ads
Uploaded Ads Responsive Display Ads
Which three of the following actions can improve your conversion rate? Select All Correct Responses Don't use negative keywords Use negative keywords to further refine audience traffic Use specific keywords for better conversion rates Use the Search Terms report to reach the right customers
Use negative keywords to further refine audience traffic Use specific keywords for better conversion rates Use the Search Terms report to reach the right customers
Google's video conversions can occur from three different customer actions. Match each conversion action with the correct output. View-based/view engagement Click-through View-through Impression-based; 24-hour default window Click-based; 30-day default window Watches the ad for 30 seconds or through the end; 30-day default window
View-based/view engagement Click-through View-through Click-based; 30-day default window (2) Watches the ad for 30 seconds or through the end; 30-day default window (1) Impression-based; 24-hour default window (3)
Jason is running a video campaign and realizes that while his overall views are high, his engagement rates are low. Which three of the following questions could he ask to investigate? Select All Correct Responses Was the creative effective in getting attention and highlighting the brand? Was the right audience targeted? Were enough people shown the video? Were there any possible executional missteps?
Was the creative effective in getting attention and highlighting the brand? Were there any possible executional missteps?
True or false? Affinity Audiences allows advertisers to reach people who're actively researching and intending to buy the products or services they offer.
false
Uploaded ads give advertisers access to more inventory than Responsive Display Ads. True False
false
How many ads should be implemented per ad group? One or two Only one Three to five Two to three
three to five
Optimization Score is made up of over 50 recommendations to optimize Search campaigns. True or false
true
Match each autobidding strategy to the right campaign goal. Visibility Traffic Revenue Conversions Maximize clicks Target ROAS Target CPA Target impression share
1 - Target Impression Share 2 - Target CPA 3 - Maximize clicks 4 - Target ROAS Traffic (3) Revenue (4) Visibility (1) Conversions (2)
Advertising with Google Ads starts with creating campaigns based on your business objectives. Which campaign type would you pick for each of the following scenarios? 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. 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. These ads appear on their own or within other streaming video content on YouTube and across the Google Display Network. 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. Shopping Universal App Search Video NEXT
1 - 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 2 - 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 3 - 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 4 - These ads appear on their own or within other streaming video content on YouTube and across the Google Display Network Shopping (3) Search (1) Video (4) Universal App (2)
Match the marketing goal to the correct ad extension. You operate many retail stores and want potential customers to see the distance from their location to your stores You want to describe the features of a specific product your business offers before customers click on the ad You're interested in directing people to specific pages on your website You're focused on driving phone calls to your business Location extension Call extension Sitelink extension Structured snippets
1 - You're focused on driving phone calls to your business 2 - You operate many retail stores and want potential customers to see the distance from their location to your stores 3 - You're interested in directing people to specific pages on your website 4 - You want to describe the features of a specific product your business offers before customers click on the ad Sitelink extension (3) Structured snippets (4) Location extension (2) Call extension (1)
How can Google Ads help you advance your business goals? By building awareness of your brand By driving online, in-app, in-person, and over-the-phone sales By influencing consideration of your products and services All of the above
All of the above
Which ad extensions can serve automatically? Message, callout, and structured snippets Promotion, callout, and sitelink extensions Sitelink, callout, and structured snippets Sitelink, location, and call extensions
Sitelink, callout, and structured snippets