jour521 final

What does Google Analytics 4 refer to as interactions on a website or app? -Goal -Incident -Conversion -Event

-Event

Which three signals does broad match use to match Search ads with queries? -interests -language -device -Smart Bidding -geographic

-language -Smart Bidding -geographic

Google Ads was designed to help businesses achieve online success. To accomplish this, Google Ads was built on three core principles. What are these principles?

Results, control, relevance

What keyword match type gives Smart Bidding the most data and flexibility to compete in the right auctions? -Broad match -Phrase match -Negative match -Exact match

-Broad match

Which two asset types can also be served as account-level automated assets? -Dynamic sitelinks -Dynamic callouts -Promotional callouts -Call asset

-Dynamic sitelinks -Dynamic callouts

To describe enhanced conversions for leads, what would you say? -You'd say it uses hashed, first-party data. -You'd say it uses third-party data. -You'd say it requires customer relationship management (CRM) system modification. -You'd say it requires Google Click Identifier (GCLID) storage.

-You'd say it uses hashed, first-party data.

To learn how often an ad click or other ad interaction leads to a conversion, on average, what metric would you use? -You'd use conversion value-per-click. -You'd use conversion value-per-cost. -You'd use conversion rate. -You'd use cost-per-conversion.

-You'd use conversion rate.

If you're analyzing the conversion data of your Search Ads campaign in Google Ads in order to see how changes in the attribution model might impact conversion reporting, what report would you use to get that information? -You'd use the conversions report. -You'd use the click analysis report. -You'd use the attribution report. -You'd use the campaigns report.

-You'd use the attribution report.

Jim has created a Google Search ad with a bid of $5. Two other advertisers in an auction have bids of $2.50 and $2. How much would Jim pay for the first spot in the auction? -$2.51 -$5 -$4.50 -$2.50

-$2.51

You recently launched a new product called Comfort Clogs. Your goal is to attract more traffic via Google Ads but you want that traffic to come only from searches for the product name. How can you attract search traffic for Comfort Clogs product name queries only? -Phrase match -Keyword targeting -Broad match -Exact match

-Exact match

What's an example of a campaign that fell short of its target goal? -An email remarketing campaign with an expected lift in brand awareness of 5% and an actual lift in brand awareness of 12% -A video campaign with an expected brand favorability lift of 5% and an actual brand favorability lift of 5%. -A display campaign with an expected brand awareness lift of 10% and an actual brand awareness lift of 20%. -A search campaign with an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.

-A search campaign with an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.

What's the definition of a tag, as it pertains to digital advertising? -A tag is a large snippet of code that's placed on the conversion page of a website. -A tag is a small snippet of code that's placed on the conversion page of a website. -A tag is a large snippet of code that's placed on the home page of a website. -A tag is a small snippet of code that's placed on every page of a website.

-A tag is a small snippet of code that's placed on every page of a website.

While checking out the campaign report in your Google Ads account, you see that after implementing conversion tracking tags for your website, at least two of your ads generated more than 100 view-through conversions. Based on that info, what action would be considered a view-through conversion? -A view-through conversion action in when a customer sees and interacts with your ad, but then doesn't complete a conversion on your site. -A view-through conversion action is when a customer sees but doesn't interact with your ad, and then later completes a conversion on your site. -A view-through conversion action is when there are only conversions from browsers that don't allow cross-site cookies. -A view-through conversion action is done in-store only and doesn't require the customer to have interacted with your ad

-A view-through conversion action is when a customer sees but doesn't interact with your ad, and then later completes a conversion on your site.

What determines whether a Search ad shows in the results for a query, and in what position? -Ad Rank, which is based on a variety of factors to show useful ads. -Ad quality, which is based on ad and website relevance. -Bids, which is how much marketers will pay for a click. -Asset impact, which includes sitelinks and image assets.

-Ad Rank, which is based on a variety of factors to show useful ads.

Which three factors impact a Search ad's auction-time ad quality? -Bidding strategy -Ad relevance -Ad Rank -Expected clickthrough rate -Ad landing page experience

-Ad relevance -Expected clickthrough rate -Ad landing page experience

You want to improve the relevance of an ad with a particular set of keywords. The goal is to increase the Ad Rank of the ad so it gets more exposure. What action should improve the ad relevance? -Adding more negative keywords. -Highlighting product uniqueness. -Focusing on connecting to a wider audience. -Improving the navigation of the landing page.

-Adding more negative keywords.

Ben is currently managing a campaign that has a total investment of $7,000, generates 1,400 conversions, and has a CPA (cost-per-acquisition) of $5. Ben needs to sell excess inventory. To meet this goal, he's willing to increase his CPA and campaign investment. Which of the following plans, built in the Performance Planner, will assist Ben in achieving his marketing goal of selling excess inventory? -An investment of $8,400 to generate 1,400 conversions and a CPA of $6 -An investment of $9,600 to generate 1,600 conversions with a CPA of $6 -An investment of $9,100 to generate 1,300 conversions and a CPA of $7 -An investment of $9,800 to generate 1,400 conversions and a CPA of $7

-An investment of $9,600 to generate 1,600 conversions with a CPA of $6

When creating an ad, how does Greg know what it will look like to his potential customers? -Greg can see previews of all his ads by logging into his Google My Business account and choosing the Preview tab. -Greg must type in the specific keywords he's targeting once his ad has been approved, then view it in a browser. -Google provides examples of desktop ads using the keywords selected in the campaign to create a generic preview. -As he types in his URL, headline, and description, a preview of the mobile and desktop versions of his ad will appear.

-As he types in his URL, headline, and description, a preview of the mobile and desktop versions of his ad will appear.

Of the different things users want to get out of their search queries, what two things do assets provide? -Assets provide product and service comparisons. -Assets provide information that's relevant. -Assets provide information based on their moment. -Assets provide attractive imagery.

-Assets provide information that's relevant. -Assets provide information based on their moment.

What does the term attribution mean when used to describe an advertising-related occurrence? -Attribution means determining the cost of each asset used in a marketing campaign. -Attribution means determining how much credit to award a client for their referral. -Attribution means determining how much credit each step of a process should receive. -Attribution means determining how much cost each channel requires.

-Attribution means determining how much credit each step of a process should receive.

For what reason might an advertiser opt to use enhanced conversions for leads? -Because enhanced conversions for leads can improve the measurement of online conversions. -Because enhanced conversions for leads can use third-party data to improve their offline lead measurement. -Because enhanced conversions for leads can track sales that happen off a website from website leads. -Because enhanced conversions for leads can track sales and events that happen on a website.

-Because enhanced conversions for leads can track sales that happen off a website from website leads.

Incrementality experiments differ from A/B experiments in what way? -By determining the impact of ads on a consumer's decision to convert or not convert. -By measuring the relative effectiveness of different versions of a marketing campaign. -By both requiring a holdback group to determine which version of an ad performs better. -By typically requiring a smaller sample size and less sophisticated statistical analysis

-By determining the impact of ads on a consumer's decision to convert or not convert.

If you want to add a column for conversion value per cost after setting up conversion tracking, how does that get calculated? -By dividing the total conversion value by the total cost of all ad interactions -By dividing the number in the conversions column by the total eligible interactions -By dividing the total conversion value by the number in the conversions column -By dividing the total cost by the number in the conversions column

-By dividing the number in the conversions column by the total eligible interactions

Data-driven attribution works in which of the following ways? -By prioritizing specific touchpoints and applying static logic to assign a constant value to a touchpoint along a conversion path. -By using country- or region-specific data to credit several consistent ad touchpoints across the Search network, specifically. -By leveraging an account's historical data to credit the most impactful ad touchpoints across Search, YouTube, and Display. -By crediting on an arbitrary basis and potentially impacting optimizations, particularly when leveraging automated bidding data.

-By leveraging an account's historical data to credit the most impactful ad touchpoints across Search, YouTube, and Display.

Alex has started a Google Search campaign designed to promote his online motorcycle accessories store. His store focuses on custom helmets. How might Google Search Ads provide value to Alex? -By showing his ad to people searching for related information about helmets. -By linking to Alex's ad from related social-media groups. -By displaying Alex's ad on a website that reviews motorcycle helmets. -By including his ad on similar motorcycle accessory store websites.

-By showing his ad to people searching for related information about helmets.

Enhanced conversions for web can benefit a marketing strategist in what way? -By using third-party data to improve the accuracy of your conversion measurement -By using hashed, first-party data to unlock more powerful bidding -By using Google Analytics to unlock more powerful bidding -By using third-party data to unlock more powerful bidding

-By using hashed, first-party data to unlock more powerful bidding

A marketing manager wants to know what factors influence conversion volume, apart from conversion delay. Choose three. What three additional factors would you cite? Choose three. -Changes to ads -Changes to default browser -Changes in competition or seasonality -Changes to attribution model -Changes to discrepancy model

-Changes to attribution model -Changes in competition or seasonality -Changes to ads

How should marketers evaluate their campaigns? -Use lifetime value analysis to examine the impact to brand lift metrics. -Focus on the worst-performing ads and reduce the frequency of that ad, then reevaluate. -Check whether the result of a specific objective exceeded or fell short of its goal. -Check whether all the budget was used for the campaign or not.

-Check whether the result of a specific objective exceeded or fell short of its goal.

When implementing value-based bidding, which of these three solutions will permit you to create strong conversion measurement foundations when implementing value-based bidding? -Consent mode -Enhanced conversions -Global site-wide tagging -Broad match -Smart Bidding

-Consent mode -Enhanced conversions -Global site-wide tagging

How does the enhanced cost-per-click (ECPC) bidding strategy work? -ECPC looks at a listed target return on investment (ROI), then raises a max cost-per-click (CPC) bid. -ECPC looks at ad auctions, then lowers a max cost-per-click (CPC) bid. -ECPC looks at a listed target return on investment (ROI), then lowers a max cost-per-click (CPC) bid. -ECPC looks at ad auctions, then raises a max cost-per-click (CPC) bid.

-ECPC looks at ad auctions, then raises a max cost-per-click (CPC) bid.

A hungry customer is searching for a place to eat in Florence, Italy, where you happen to own a restaurant called Ristorante Abigaille. The customer performs each of these searches: "restaurant tuscany," "restaurant florence," "3 star restaurant florence," and "3 star restaurant abigaille florence," then finds your site by clicking on your ads. They make a reservation after selecting your ad that appeared following the "3 star restaurant abigaille florence" search. What keyword would receive credit, with the data-driven attribution model?

-Each keyword would receive credit for how much it contributed to the conversion, because the conversion would be attributed to each keyword proportionally.

Steven is an advertising executive at a large auto parts company. He uses his Google Ads Recommendations page to help him with strategies to optimize his Google Search Ads campaigns. One reason Steven values the optimization score is because it makes it possible for him to do what? -Easily prioritize across the different optimization opportunities -Receive tailor-made auction insights -Receive information on general trends -Receive daily updates on average position

-Easily prioritize across the different optimization opportunities

What does Performance Planner automatically do? -Uses machine learning to target new demographics -Sets your ad budget for maximum growth -Forecasts how your current campaigns will perform in the future -Recommends the perfect ad structure for your budget

-Forecasts how your current campaigns will perform in the future

Which of the following describes the number of times a unique user will see an ad over a given time period? -Reach -Frequency -Impression -Engagement rate

-Frequency

How many responsive search ads does Google Ads allow? -Google Ads allows six enabled responsive search ads per ad group. If you have text that should appear in every ad, you must add the text to either Headline position 1, Headline position 2, or Description position 1 -Google Ads allows five enabled responsive search ads per ad group. If you have text that should appear in every ad, you must add the text to Headline position 1, Headline position 2, and Description position 1. -Google Ads allows unlimited enabled responsive search ads per ad group. If you have text that should appear in every ad, you must add the text to either Headline position 1, Headline position 2, or Description position 1 -Google Ads allows three enabled responsive search ads per ad group. If you have text that should appear in every ad, you must add the text to either Headline position 1, Headline position 2, or Description position 1

-Google Ads allows three enabled responsive search ads per ad group. If you have text that should appear in every ad, you must add the text to either Headline position 1, Headline position 2, or Description position 1

You've been tasked with marketing a new line of plumbing services, but you have a set budget you can't exceed. Why is Google Ads a viable option? -Google Ads guarantees phone calls to your business. -Google Ads allows you to cap the number of ads you pay for, based on your business. -Google Ads gives you control over your budget. -Google Ads offers separate auctions for low budgets

-Google Ads gives you control over your budget.

Which of the following explains why the conversion date might be different between Google Ads and Google Analytics? -Google Analytics can't attribute conversions to a date for an impression, whereas Google Ads can. -Google Analytics attributes conversions to the date of the impression that caused the conversion. -Google Analytics attributes conversions to the day they happen, not to the date of the impression that caused the conversion. -Google Ads attributes conversions to the day they happen, not to the date of the click that caused the conversion

-Google Analytics attributes conversions to the day they happen, not to the date of the impression that caused the conversion.

Advertisers can benefit from the power of Google's AI in what way? -Google's AI replaces the need for analytics solutions. -Google's AI can minimize marketing insights. -Google's AI reduces the volume of search conversions. -Google's AI can optimize performance in real time.

-Google's AI can optimize performance in real time.

Michael built a high-quality ad with an excellent keyword list. He's disappointed the ad isn't being shown as much as he'd like. What's a likely reason for his ad not being frequently displayed? He hasn't supplied a link for the ad. He has too much information listed in his ad extensions. Users may be misspelling his keywords. His bid for the ad is too low.

-His bid for the ad is too low.

In setting up the value of an online conversion action, what should you do? -Regardless of the value of the lead, always set it as $0. -Regardless of the value of the lead, always set it as $1. -If the average value of a lead is $20, assign the value as $20. -If the average value of a lead is $20, assign the value as $200

-If the average value of a lead is $20, assign the value as $20.

If a customer wants to buy a new car, what activity might suggest that they're in the awareness phase of the car-buying process? -If they call to ask about a test-drive -If they fill out an email subscription form -If they recommend the car on social media -If they view an online advertisement for a car

-If they view an online advertisement for a car

How would you describe the target ROAS bidding strategy? -It determines that if a user's search is likely to generate a conversion with high value, target ROAS will bid low on that search. -It uses historical and uploaded data to set the value of a conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these ads to maximize return. -It determines that if a user's search is likely to generate a conversion with low value, target ROAS will bid high on that search. -It analyzes and intelligently predicts the value of a potential conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these searches to maximize return.

-It analyzes and intelligently predicts the value of a potential conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these searches to maximize return.

How might experimentation be credited with contributing to a best-in-class measurement approach? -It can help assign credit across touchpoints. -It can be a way to validate and test insights. -It can assist in the collection of multiple data points. -It can be used to drive a macro budget strategy.

-It can be a way to validate and test insights.

In what two ways can the Recommendations page in your Google Ads account help with campaign performance? Choose two. -It can help maximize your budget by improving bidding and keywords. -It can increase your budget if you select to auto apply to recommendations. -It can introduce you to new features and trends across Google. -It can increase the amount of time and effort spent on optimizing campaigns.

-It can help maximize your budget by improving bidding and keywords. -It can introduce you to new features and trends across Google.

How can Smart Bidding with broad match help marketers? -It helps make sure they're using their budget to determine which auctions to compete in so they're only competing in the right auctions, at the right bid, for the right user. -It uses landing pages to determine which auctions they should compete in so they're competing in the right auctions, at the right bid, for the right user. -It uses their ad group name to determine which auctions to compete in so they're only competing in the right auctions, at the right bid, for the right user. -It helps make sure their business is competing in the right auction, at the right bid, for the right user. It does this by picking up on contextual signals present at auction time.

-It helps make sure their business is competing in the right auction, at the right bid, for the right user. It does this by picking up on contextual signals present at auction time.

Store visits conversion tracking can be described in which way? -It requires sufficient data to accurately report store visits and pass Google's privacy thresholds. -It has no mininum impression or click requirements. -It's available in all countries and regions as long as it's not a sensitive business type or account. -It's available for all business types, but only in certain countries.

-It requires sufficient data to accurately report store visits and pass Google's privacy thresholds.

Which way does Google AI help marketers connect with new customers? -It makes it possible for responsive search ads to offer recommendations for optimizing marketers' websites. -It uses its understanding of nuances in human language to connect marketers with people searching for their offerings. -It predicts the value of every query for the coming quarter, so Smart Bidding can help marketers plan their spend. -It defines business goals for marketers based on their offline conversion data.

-It uses its understanding of nuances in human language to connect marketers with people searching for their offerings.

How does the Maximize Conversions bidding strategy work? -It uses machine learning to capture as many conversions as possible within a daily budget. -It aims to achieve an average return on ad spend (ROAS) equal to a desired target. -It automatically limits conversions that don't align with a desired bidding strategy. -It's the safest bidding strategy for all business types to optimize their bidding

-It uses machine learning to capture as many conversions as possible within a daily budget.

What does value-based bidding do? -It's a Smart Bidding strategy that utilizes machine learning to drive the highest conversion value possible by bidding for conversions that drive business objectives. -It's a Smart Bidding strategy that utilizes machine learning to deliver the highest impressions possible. -It's a Smart Bidding strategy that utilizes machine learning to deliver the highest possible click-through rate. -It's a Smart Bidding strategy that utilizes machine learning to deliver the highest target impression share possible

-It's a Smart Bidding strategy that utilizes machine learning to drive the highest conversion value possible by bidding for conversions that drive business objectives.

How is automating your bid better than manual bidding better when it comes to creating a successful Google Ads campaign? -It's better because the increasing complexity of the customer journey necessitates that bids be based on general user behavior. -It's better because the correct bid can often be a hard-to-reach static target. -It's better because user intent and the likelihood to complete valuable actions for your business don't change according to location, time, or device. -It's better because the failure to bid efficiently cane make you miss valuable conversions.

-It's better because the failure to bid efficiently cane make you miss valuable conversions.

You're a marketing executive at a clean energy company and have been asked to come up with your company's online advertising budget on a monthly basis. You decide to leverage Google Ads' Performance Planner to help you achieve your aims. What are two benefits you'll get from Performance Planner? -Its integration with other budgeting software, such as QuickBooks -Its reliance on machine learning for forecasting purposes -A way to identify operational budget to reallocate to marketing -Its forecasting that is driven by billions of weekly Google searches

-Its forecasting that is driven by billions of weekly Google searches -Its reliance on machine learning for forecasting purposes

A marketer wants to track product newsletter sign-ups on their website. What type of conversion action would this be? -Pageview -Purchase -Lead -App installs

-Lead

Based on analysis of their marketing data, a web development business has determined that the highest-value customers reach out via an interest form on their website. The firm wants more potential customers to submit this form. What's the right campaign objective for this business's goals? -Product and brand consideration -Leads -Brand awareness and reach -Website traffic

-Leads

Marta has a tight marketing budget and needs to use a strategy that can drive customers to her website for a set cost. Which bidding strategy has the potential to meet Marta's needs? -Target return on ad spend (Target ROAS) -Target cost-per-acquisition (tCPA) -Target impression share -Maximize clicks

-Maximize clicks

What two things are types of value-based Smart Bidding strategies? -Target impression share -Manual CPC -Maximize conversion value with target ROAS -Maximize conversion value

-Maximize conversion value with target ROAS -Maximize conversion value

Which of the following is an estimate of how well your Google Ads account is set to perform? -Optimization score -Attribution score -Recommendation score -Quality score

-Optimization score

Which two keywordless campaign types can marketers leverage for the sake of driving incremental reach? -Performance Max can help marketers drive incremental reach. -Expanded text ads can help marketers drive incremental reach. -Dynamic Search Ads can help marketers drive incremental reach. -Responsive search ads can help marketers drive incremental reach.

-Performance Max can help marketers drive incremental reach. -Dynamic Search Ads can help marketers drive incremental reach.

If by comparing Google Ads data with offline data you find a difference in the number of sign-ups for ads between the two sources, and you believe the issue lies with when a conversion was counted, what's the likely source of that data discrepancy? -Probably because Google Ads reports conversions against the date/time of the click that led to the conversion. Depending on the other data source, it might use the date/time of the conversion itself. -Probably because Google Ads reports clicks against the date/time of the event that led to the conversion. Depending on the other data source, it might use the click of the conversion itself. -Probably because Google Ads reports views against the device type of the view that didn't lead to a conversion. Depending on the other data source, it might use the date/time of the conversion itself.

-Probably because Google Ads reports conversions against the date/time of the click that led to the conversion. Depending on the other data source, it might use the date/time of the conversion itself.

Your goal is to test different combinations of headlines and descriptions so that you can optimize your results. Your marketing colleagues have suggested using responsive search ads. What are the two benefits that responsive search ads can provide? -Responsive search ads provide greater flexibility. -Responsive search ads provide more relevance. -Responsive search ads provide longer funnels. -Responsive search ads provide lower eCTR. -Responsive search ads provide less click fraud.

-Responsive search ads provide more relevance. -Responsive search ads provide greater flexibility.

If you wanted to help an online store owner complete the implementation of conversion tracking tags into their website, how could Tag Assistant help you get that job done? -Tag Assistant could automatically create tag code snippets. -Tag Assistant could troubleshoot unverified conversion actions. -Tag Assistant could tell you which Google Analytics reports are incorrect. -Tag Assistant could create the Google Click Identifier tag (GCLID).

-Tag Assistant could troubleshoot unverified conversion actions.

You want to advertise your website with Google Ads, and you're thinking of using one of Google's Smart Bidding strategies. Which of the following is a Smart Bidding strategy? -Enhanced impressions -Target CPA -Viewable CPM -Manual CPC

-Target CPA

Siona needs to make sure her ads are getting a minimum number of impressions on the top of the page. What type of automated bidding strategy is Siona using? -Maximize clicks -Target impression share -Target return on ad spend (tROAS) -Target cost-per-acquisition (tCPA)

-Target impression share

What are the two types of optimization? Choose two. -Media mix optimization -Targeting optimization -Bidding optimization -Channel optimization

-Targeting optimization -Bidding optimization

If an advertiser uses Google's phone call conversion tracking feature, how are the calls tracked to their account? -The calls are tracked by the conversion name for the advertiser's store. -The calls are tracked by a dynamically created Google forwarding number. -The calls are tracked by the phone number listed on the advertiser's official store website. -The calls are tracked by the assigned Google Click Identifier (GCLID) set up in the advertiser's account.

-The calls are tracked by a dynamically created Google forwarding number.

An advertising executive takes over a Google Search ads campaign. On his Google Ads Recommendations page he notes that the campaign's optimization score is 40%. What does this score indicate? -The campaign could be improved by 60% if the listed recommendations are followed. -The campaign is 60% less optimal than other company campaigns. -The campaign is running 40% over budget. -The campaign is 40% optimized for the given keywords chosen by the previous campaign manager.

-The campaign could be improved by 60% if the listed recommendations are followed.

In which ways can marketers determine the potential impact of applying recommendations on their optimization score? -Comparable campaigns' settings are cross-referenced with higher optimization scores. -The recommendations all show how they affect optimization score as a percentage. -Through Google AI, marketers can forecast how conversions will be increased as a result of recommendations. -Trusted, third-party tools are used to analyze and optimize campaigns.

-The recommendations all show how they affect optimization score as a percentage.

A speciality candle retailer is about to make its launch in cities nationwide. They are using phrase match in their Search ads campaign with the keywords "scented," "candle," and "delivery." How will phrase match help the company's Search Ads campaign? -Their ad is going to appear if the search terms are related to the keyword. -Their ad is going to appear if the search terms contain all three of the exact keywords. -Their ad is going to appear in the search terms include the meaning of the keyword. -Their ad is going to appear if the search terms have the same meaning as the keyword.

-Their ad is going to appear in the search terms include the meaning of the keyword.

A marketer added a conversion tracking tag to a landing page on their company's website. When analyzing purchasing data, they found duplicate conversions. How can the marketer remove duplicate conversions from their conversion count? -They can sort the data by time and remove duplicate times found on entries. -They can toggle off the possible duplicates option at the top of the chart. -They can modify the event tag to capture a unique order ID. -They can disable the view-through conversion data column.

-They can modify the event tag to capture a unique order ID.

What are two benefits of using broad match, Smart Bidding, and responsive search ads together? -They help advertisers reach the right user, at the right price, with relevant ads. -They remove the need for marketers to optimize Search campaigns. -They automatically generate headlines based on advertisers' websites. -They help save time so marketers can reinvest in their most important priorities.

-They help advertisers reach the right user, at the right price, with relevant ads. -They help save time so marketers can reinvest in their most important priorities.

A marketer wants to analyze the return on investment (ROI) for media. Besides attribution, what method should they use? -They should use conversion lift. -They should use Smart Bidding. -They should use a marketing mix model. -They should use viewable CPM.

-They should use a marketing mix model.

A marketing analyst is trying to determine the duration between a user's first exposure and that user's subsequent conversion. What report should they use to get that info? -They should use the seasonality report. -They should use the change history report. -They should use the time lag report. -They should use the navigation report.

-They should use the time lag report.

What does it mean when ad campaigns are optimized by Google's AI? -They use AI and machine learning technology to predict what will achieve the best conversion outcomes to optimize bidding, creative, etc. -They use basic tasks, then software, to automate those tasks, and the process has all the necessary data. -They use rules-based attribution and software to achieve desired AI-friendly outcomes to influence the process and avoid optimizing for those outcomes. -They use data-driven attribution to automate tasks., and the process has all the necessary data.

-They use AI and machine learning technology to predict what will achieve the best conversion outcomes to optimize bidding, creative, etc.

What do marketing mix models show advertisers? -They're a way to determine the impact of a specific variable on control and treatment groups. -They evaluate a customer's long-term marketing value to provide a more accurate view of performance. -They're an analysis that shows the impact of marketing on a brand's sales. -They use your conversion data to calculate the contribution of each interaction across the conversion path.

-They're an analysis that shows the impact of marketing on a brand's sales.

How are view-through conversions counted? -They're counted as conversions that are recorded when repeat users view but don't interact with an ad, then later convert. -They're counted as conversions that are recorded when users view but don't interact with an ad, then later convert. -They're counted as conversions that are recorded when users view and interact with an ad, then never convert. -They're counted as conversions that are recorded when new users view and interact with an ad, then later convert.

-They're counted as conversions that are recorded when users view but don't interact with an ad, then later convert.

What's the correct way to set up enhanced conversions for web? -Through the Google Ads API for enhanced conversions -Through Google Tag Assistant -Through Google Analytics Manager -Through Google Tag Manager, Google tag, or Google Ads API

-Through Google Tag Manager, Google tag, or Google Ads API

Clara is an advertising director who has been tasked with optimizing her company's Google Search campaign. How can Clara use the optimization score to benefit her campaign? -To judge the popularity of her website compared to others -To understand the network performance of her website -To find how close her campaign is from potential ideal results -To compare the efficacy of her ad text creative with that of other ads

-To find how close her campaign is from potential ideal results

Every ad contains a URL displaying your website address. You can add two optional path fields to the display URL in a text ad. What's an advantage of using these optional path fields? -To give users an idea of the content they'll see upon clicking the ad -To give users more options over which landing page they want to navigate to -To match an appropriate landing page with the search term that triggered the ad -To allow the Google Ads system to anticipate what content is present on the landing page

-To give users an idea of the content they'll see upon clicking the ad

Why might you want to import Google Analytics conversions to Google Ads? -To provide Google Ads access to data that helps optimize bids -To view historical data from before the import -To let first-party data be sent from websites -To link accounts in Google Analytics without auto-tagging

-To provide Google Ads access to data that helps optimize bids

After implementing Smart Bidding and broad match, what are three campaign best practices you should follow? -Use responsive search ads -Use contextual signals -Use cross-device reporting -Monitor Quality Score. -Be mindful of negative keyword targeting

-Use responsive search ads -Monitor Quality Score. -Be mindful of negative keyword targeting

What's the most optimum method for marketers to achieve their goals through the use of AI-powered Search ads? -Reducing and reinvesting paid-search budgets in high-quality image assets -Using a combination of broad match, Smart Bidding, and Responsive Search Ads -Relying on manual bidding for queries that marketers predict will deliver the highest value -Using exact match keywords to help AI-powered Search reach particular audiences

-Using a combination of broad match, Smart Bidding, and Responsive Search Ads

With billions of searches on Google every day, how does Google AI help marketers maximize search ad performance? -With Google AI, Ad Rank prioritizes expected clickthrough rate over ad relevance, or vice versa. -With Google AI, broad match and Smart Bidding match ads to queries and adjust bids in real time. -With Google AI, Smart Bidding predicts queries with the highest volume to set bids automatically. -With Google AI, marketers no longer need to invest in high-quality image assets.

-With Google AI, broad match and Smart Bidding match ads to queries and adjust bids in real time.

Where can you find your bid status, performance trend over time, and conversion delay reporting? -You can find it in the performance strategy planner. -You can find it in the bid strategy report. -You can find it in the auction analysis. -You can find it in the bidding keyword report.

-You can find it in the bid strategy report.

Which method should you use to implement and test broad match successfully on broad match campaigns to help analyze conversion data? -You can use the Conversion Tracking feature in Google Ads to track the number of conversions that are generated by your broad match keywords. -You can use the Keyword Match Types feature in Google Ads to see how your broad match keywords are being matched. -You can use the Keyword Planner to find new keywords that are relevant to your business and your target audience. -You can implement broad match keywords by setting up a One-Click Experiment Apply. This creates an experiment automatically, following all experiment best practices.

-You can implement broad match keywords by setting up a One-Click Experiment Apply. This creates an experiment automatically, following all experiment best practices.

To implement sitewide tagging, what do you have to do? -You have to turn off auto-tagging in all your Google Ads accounts that are enabled for sitewide tagging. -You have to make sure Google Click Identifier (GCLID) still works if using click trackers in the URL. -You have to use just the image portion of the JavaScript. -You have to make sure the tag still works by loading it within another tracking tag, like Floodlight.

-You have to make sure Google Click Identifier (GCLID) still works if using click trackers in the URL.

If you're getting good traffic but not enough conversions from your ads, what should you do to improve your conversion rate? -You should turn off the ads to stop traffic. -You should use more general keywords. -You should reduce campaign budgets. -You should add more negative keywords.

-You should add more negative keywords.

To turn marketing insights into action, what action should you take? -You should increase the frequency of underperforming ad creatives. -You should increase investment in an underperforming channel. -You should focus on the right audience for the message shared in that stage of the buying journey. -You should shift budgets from well-performing channels to underperforming channels.

-You should focus on the right audience for the message shared in that stage of the buying journey.

You want to set up conversion tracking. What's the first step you should take? -You should add a conversion tracking tag to your website or app after modifying it in Google Ads. -You should request a snippet of code from your web administrator and add it to your website for everyone you want to track. -You should modify the tag for your website or app after requesting it from your web administrator. -You should set up a conversion action in Google Ads to measure what you consider to be valuable consumer actions

-You should set up a conversion action in Google Ads to measure what you consider to be valuable consumer actions

For event-based data instead of session-based data, what platform should you use? -You should use Google Analytics 4. -You should use Google Analytics Classic. -You should use Universal Analytics. -You should use Google Ads Conversion Tracking.

-You should use Google Analytics 4.

If you're a digital marketing consultant, how would you describe the Google tag to your new advertiser? -You'd describe it as a tag snippet for Google Shopping that's needed for tracking. -You'd describe it as a JavaScript framework, also known as gtag.js. -You'd describe it as what will replace Tag Manager, which has less accurate data. -You'd describe it as being used to deploy and modify both Google and third-party tags.

-You'd describe it as a JavaScript framework, also known as gtag.js.

To describe Google Tag Manager, what two capabilities would you choose? Choose two. -You'd say it can only be used to deploy and modify third-party tags. -You'd say it has collaboration and versioning capabilities. -You'd say it's a JavaScript framework that's used to add Google tags directly to web pages. -You'd say it allows you to quickly and easily update tags on your website or mobile app from a web interface

-You'd say it allows you to quickly and easily update tags on your website or mobile app from a web interface -You'd say it has collaboration and versioning capabilities.

What are three benefits of opting-in to automatically apply recommendations? -You'll see improved campaign performance -You'll be automatically implementing responsive search ads. -You can opt in without increasing your budget -You'll be opting into Smart Bidding automatically. -You're regularly implementing best practices to your Google Ads accounts.

-You'll see improved campaign performance -You can opt in without increasing your budget -You're regularly implementing best practices to your Google Ads accounts.

Which searches can an ad show for broad match keyword "bike tire repair"? -bicycle tube replacement -replace bike tire -bikes for sale -second-hand bikes for sale

-bicycle tube replacement -replace bike tire

You're thinking about using automated bidding to improve the efficiency of your campaign management process. What are three ways automated bidding can improve efficiency? -by integrating a large variety of signals to evaluate user intent -by setting the appropriate bid for each and every auction -by setting manual bids for specific times of day -by saving time and marketing resources -by setting minimum and maximum bid values according to the daily budget

-by integrating a large variety of signals to evaluate user intent -by setting the appropriate bid for each and every auction -by saving time and marketing resources

In what two ways can optimization score drive marketers' success? -by documenting campaign budget for marketing teams -by speeding up implementation for enhancements to campaigns -by using Google AI to plan campaigns without the need for input -by determining which campaigns to prioritize for improvements

-by speeding up implementation for enhancements to campaigns -by determining which campaigns to prioritize for improvements

Marta's online store sells accessories for a widely used smartphone, and her current customer base shares a number of relevant characteristics. She believes she'll have her best return on investment by narrowing her Google Search campaign audience. Which two Google Search campaign settings can be configured to reach more specific customers? -Budget type -Budget -Device type -Web browser -Location

-device type -location

Marisol manages the online advertising campaigns for a chain of toy stores with both a physical and an online presence. Which two Google Ads campaign types should Marisol use to show images of their products, advertise their company's online and local inventories of toys, and boost traffic to their website and local toy stores? -display -search -video -discovery -shopping

-display -shopping

Laverne created her first Google Search campaign for her yoga school. She selects the Google Search Network and by default, Google Search partners. Which benefit will she gain by appearing on Google Search partners? -enables her to partner with other similar businesses -extends her reach to additional sites -increases the geographic distribution of her ad -allows her to reach to all device types

-extends her reach to additional sites

Charlie is working to improve the Quality Score of a Google Search ad by improving his expected click-through rate (CTR). Which of the following actions might improve Charlie's eCTR? -cloning the ad multiple times -decreasing the bid for the ad -including keywords in his ad text -improving the speed of his website

-including keywords in his ad text

Jacob's physical toy store relies on offline metrics, such as store visits and in-store sales. He's heard that specialized campaign types can help him meet these kinds of goals. Which campaign type can help Jacob achieve his offline business objectives? -Display -Video -Local -Discovery

-local

What are three efficient ways for marketers to apply recommendations that impact optimization score? -review recommendations and make adjustments under campaign setting -use "apply all" to implement every recommendation with one click -review and apply individual recommendations within each of the categories -opt in to apply certain recommendations automatically -review and apply individual recommendations in your Keyword report

-use "apply all" to implement every recommendation with one click -review recommendations and make adjustments under campaign setting -opt in to apply certain recommendations automatically