Google Ads - Measurement

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What does automation depend on?

Automation relies on the quantity and quality of your data to train machine learning models.

What method should you use to track phone numbers on a mobile website?

Track clicks on a text link, image, or button.

What types of metrics would you have at the Awareness stage?

- brand awareness - brand recall - top of mind

What types of metrics would you have at the Consideration stage?

- brand favorability - brand preference - brand association - brand liking - purchase intent

What types of metrics would you have at the Purchase stage?

- new customers - transactions - average order size - return on investment - return on ad spend - cost of sales - cost per action

What types of metrics would you have at the Loyalty stage?

- repurchase - upsells - customer referrals

In terms of conversion count, what's the difference between 'Every' and 'One'?

1. 'Every' is recommended for purchases because every purchase is valuable. 2. 'One' is recommended for leads, sign-ups, and other conversions, because only the first interaction is valuable. E.g. a user would not sign to a newsletter twice. Even if they did, one 1 conversion would be reported per click.

What is the process of identifying your objectives?

1. After you identify your business objectives (that is, your business goals), 2. you'll learn to translate them into marketing objectives. 3. From there, we'll take your marketing objectives and translate those into advertising-campaign objectives. By that point, you can be confident that you're measuring what matters most to your business.

What are the 3 Sitewide tagging requirements?

1. Always use auto-tagging - this automatically adds a parameter to your URLs to help you track conversions and report on your ad performance. Turn on auto-tagging in all your Google Ads accounts, and use the full JavaScript (not image-only). 2. If using click-trackers in URL, make sure GCLID still works - If you use any click-trackers in your tracking URLs or server-side redirects on your site, make sure they pass on the GCLID to your landing pages. 3. Don't fire your tags from within an iframe - For example, don't fire your tag from within another tracking tag like Floodlight.

What are the 4 types of differences between how Analytics and Google Ads track a consumer's journey and how it's reported in each platform?

1. Attribution Differences - By default, if a customer's journey to purchase involved a Google ad, Google Ads will always give conversion credit to the last Google ad the customer saw or clicked (unless you change to other attribution models). Analytics gives conversion credit to whatever engagement was the last one in the customer's journey. E.g. Bob clicked on your Google ad for shoes but decided to shop around and do some research. A few days later, while researching, Bob sees your business on a review website and decides to click through to your site and make a purchase. In this case, Analytics would give credit to the review site as "referral" traffic, yet Google Ads will attribute the conversion back to your ad campaign for the ad that Bob had clicked on a few days ago. 2. Date of transaction - Google Ads gives conversion credit to the time of the last impression made by the customer before they clicked on the ad. E.g. let's say Bob clicked on a Google ad for your shoes on October 11 and purchased those shoes on October 18. Google Ads would show the conversion on October 11. Analytics will give the credit to the date the purchase occurred, which, in this example, is October 18. 3. Reporting freshness - Google Ads conversion tracking reports on conversions a bit sooner than Analytics goals that are imported into Google Ads. So, you'll see Bob's transaction reported differently in both cases. Google Ads reports on conversions every three hours. However, if you're using a non-last click attribution model, conversions can be delayed by up to 15 hours. Analytics goals imported into Google Ads are reported every nine hours. 4. Conversion count differences - Be aware that you'll see Bob's transaction data show up differently in Analytics vs. Google Ads depending on how you choose to count. When looking at Analytics: You can count conversions either by configuring Goals or eCommerce transactions. Goals allows you to count interactions within the context of a user session, rather than counting each individual interaction. For example, you can track Bob's interaction with your site, seeing his page view on your shoe product page or how much time he spent viewing shoes on your site. These are goals counted only once per session. Analytics counts transactions multiple times in a session (as long as each transaction has a unique transaction identifier).This is useful for users who complete multiple transactions in a given session, for example, if Bob had bought more than one pair of shoes or other items from your site. When looking at Google Ads: Google Ads conversion tracking does not have a concept of "sessions" and counts multiple conversions in a given date range. For example, if Bob reaches the same conversion page twice in a given session on your site, then: Google Ads counts each conversion if the counting preference for that conversion action is set to "Every," or Each conversion will only count one conversion per click if set to "One" By contrast, only one goal would be counted in Analytics from Bob's conversion.

What questions should you ask at each stage of the Awareness, Consideration, Purchase and Advocacy stages of the customer journey?

1. Awareness - How would you describe your company to someone who's never heard of it? 2. Consideration - How would you describe your product (or service) to someone who's heard of your company but is unclear about what you could do for them? 3. Purchase - Why would someone choose your product (or service) over a competitor's? What's so special about it? 4. Loyalty - How can you deepen your relationship with your customers or enable them to advocate on your behalf?

What are the 3 main types of channel optimization?

1. Bidding - Acquire more customers by adjusting bids based on a rich set of auction-time signals. 2. Creative - Customize your assets to serve the right message to the right user at the right moment. 3. Targeting - Reach those most interested in your business with dynamic audience targeting.

What are the 4 different types of objectives?

1. Business objective: A broad, top-level goal for your company. This goal typically focuses on increasing revenue, profit margin, or volume (for example, units sold). Often, larger companies will create a subgoal for each of their lines of business. 2. Marketing objectives: These support the business objective. Some smaller companies may not have the scale to warrant this level of specificity. 3. Media objectives: This refers to the goals for each channel that are necessary for meeting your marketing objectives (for example, the goal of your YouTube campaign). 4. Campaign metrics: These are the individual metrics you use to measure the success of your media objectives.

When it comes to turning marketing insights into action, what are the 4 best practices?

1. Check your ads - examine whether the ads you displayed were sufficiently effective. Improvement in creative can lead to improved results from the channel. 2. Try different approaches - To improve your creative, always A/B test. For best results, only compare ads that are: - Used in identical ways - On the same channels - Directed at the same audience 3. Confirm you have the right audience - Make sure you're focusing on the right audience, especially at more advanced stages of the customer journey. 4. Be smart with your money - When making any changes in investment, reallocate conservative amounts of budget first, then assess whether this improves the overall profitability of your marketing.

To see eCommerce data in Analytics, what should you do?

1. Enable eCommerce in your reports. 2. Add code to your site/app to collect eCommerce data.

What method should you use to track calls from ads?

Add a call extension to your Google ad.

What are the 9 important analytics practices large companies should employ to become customer-centric and data driven?

1. Clearly define your measurement owner - This ensures consistent measurement across all stages of the customer journey, channels, and teams. The role requires focus and coordination. In large, complex companies with multiple brands that also operate in several countries, there may be an entire organization dedicated to measurement. These organizations may have different names, but they share a common goal: to provide a holistic measurement of marketing effectiveness throughout the entire customer journey. 2. Keep business impact in mind - The goal of marketing is to help brands grow, not amass ad impressions and engagements. Measuring the impact of marketing on business outcomes helps define it as a source of growth, not a cost center, and improves the quality of discussions with the CFO about the size of the marketing budget. 3. Be relentlessly curious and passionate about the customer journey - Recognize that the world is not static and that the media landscape evolves all the time. 4. Focus on objective-driven KPIs - This ensures that campaigns manage to deliver the greatest business outcomes. It's easy to get distracted by all the available data on an average digital campaign. 5. Master multiple tools - Since there are multiple steps in an average customer journey, with each step corresponding to a unique expected outcome, they're measured by leveraging different tools. 6. Develop strong data interpretation skills - Not all measurement owners are statisticians or engineers. Luckily, there are many partners available in the area of marketing analytics, with a best-in-class technical staff, which ensures the highest quality measurement. Good measurement owners are expert storytellers who can distill learnings from several tools into one compelling narrative that can be shared within the organization and influence decision-making. 7. Have a learning mindset - In addition to driving strong results, marketers want to learn something new. Measurement is the key to this. 8. Make measurement lead to action - The role of the measurement owner is to be a strategic advisor to the top decision-makers who command marketing budgets. 9. Make measurement a habit - Measurement should be practiced by everyone, all the time.

What are Google's 3 video conversion types?

1. Click-through - Click-based with a 30 day default window. 2. View-based/ view engagement - a user who watches the ad for 30 seconds or through to the end, with a 30-day default window. 3. View-through - Impression-based with a 24-hour default window.

Besides conversion delay, what 3 other factors influence conversion volume over time?

1. Customer seasonality or competition - In your Ads account, if you see a fluctuation in clicks over a time period this can directly influence the amount of traffic to your website and thus the volume of conversions. Changes you made in your Ads account or influence by outside factors, such as seasonality or a change in competition, could've influenced click and conversion volume. 2. Changes to ads - If you made any changes to your ads, the audience for your ads may have changed, and this audience may be more or less likely to perform a conversion. You can use the Change History tab in your menu bar to see if you made any changes around the time you started to see a difference in conversions. 3. Changes to attribution model - When you move from using a last click attribution model there's a longer delay for conversions to report (up to 15 hours), and partial or full conversion credit may attribute further into the past, which can make recent conversion volume appear lower.

What are the 4 types of Custom Goals you can set up using Analytics?

1. Destination: a specific page that has been visited. 2. Duration: how long someone was on your website, such as more than five minutes. 3. Pages: how many pages a specific person visited on your site, such as three or more. 4. Event: a specific action that someone took while on your site, such as playing a video.

What are the 5 types of rules-based attribution?

1. Last interaction 2. First click 3. Position-based 4. Time decay 5. Linear

What are the 3 Google sitewide tagging solutions available?

1. Global Site Tag - Use the updated Google Ads conversion tracking tag (gtag.js). 2. Google Tag Manager - Use Google Tag Manager with the new Conversion Linker tag. 3. Google Analytics - Link Analytics and Google Ads accounts.

How do you add conversion-related columns?

1. Go to the Campaigns tab, 2. then Columns, 3. then Modify Columns, 4. select each column you want to add and click Apply.

How do you set up a Conversion Linker tag in a Google Tag Manager account?

1. Go to the Tag Manager Overview page. 2. Choose Add a new tag > Tag Configuration > Conversion Linker 3, Choose Triggering > All Pages 4. Give your tag a name, such as "conversion linker." Then select the blue Save button.

What are the two conversion tracking options available when setting up in-app conversion tracking?

1. Google Play 2. Firebase

When using the Google Tag Manager with the new Conversion Linker tag solution, what 3 things should you ensure?

1. Google Tag Manager is already installed on your website 2. Google Tag Manager triggers the relevant tags, not through code elsewhere on the site 3. The Conversion Linker tag is set to load on every page

What are the 6 requirements for setting up store visit conversions for multiple locations?

1. Have multiple physical store locations in eligible countries. 2. Receive thousands of ad clicks and viewable impressions. Have a Google My Business account linked to your Google Ads account. 3. Create each of your store locations in your Google My Business account. 4. Have at least 90% of your linked locations verified in Google My Business. 5. Ensure location extensions are active in your account. 6. Have sufficient store visits data on the backend to attribute to ad click or viewable impressions traffic and pass our user privacy thresholds.

What are the 2 tagging options when using the updated Google Ads conversion tracking tag?

1. Implement a global sitewide tag - implement this global tag (only one tag per account) on every page of your site. 2. Include an event tag - add an event tag for each conversion action you want to track.

What are the 3 main types of business financial objectives?

1. Improve margin or profit - This is great for companies looking to reduce costs and increase revenue. There's usually a trade-off, though. For example, some investments to reduce cost may not pay out for a few years, making the company less money in the short term, even though it'll be very profitable in the long term. Typically, established companies or those with smaller profit margins, like retail companies, prioritize this. 2. Grow revenue - Companies often grow their revenue by either trying to increase the total number of sales at the same price or increasing the price — that is, revenue could go up, even if total sales don't. 3. Increase volume - Companies who wish to increase volume will either decrease price to drive more sales or use various tactics to drive more demand. However, this might mean being less profitable in the short term.

What are the 3 strategies you can apply to optimize and improve the performance of your ads?

1. Improve your conversion rate 2. Refine your bidding 3. Optimize with Smart Bidding

What are the 2 key permissions your Google account will need in order to link to your Firebase account?

1. In Firebase, the account needs to be an owner on the project you want to link. 2. In Google Ads, the Google account needs administrative access.

When you click a Tag Assistant icon, what 4 details does it offer?

1. It shows how many tags were found, 2. how many errors were found, 3. a link to the most relevant help document available to resolve the problem. 4. In addition, Tag Assistant makes suggestions when improvements can be made.

What two things does Google Tag Assistant help with?

1. It tells you what tags are on the page that you're looking at, 2. and it tells you if those tags are working correctly.

What are 6 other common changes in ads that could influence conversion volume?

1. Keyword additions or pausing 2. Targeting 3. Ad creatives 4. Max CPC 5. Changes to budgets 6. Changes to bidding strategy

What are the 6 ways to measure media ROI?

1. Marketing Mix Model 2. Customer lifetime value 3. Cross channel attribution 4. Store Visits 5. Store Sales Direct 6. Brand Lift

Which automated bid strategies don't use Smart Bidding?

1. Maximize Clicks 2. Target Impression Share

What are the 2 types of optimization?

1. Media mix optimization 2. Channel optimization

What are the 7 steps to better marketing results?

1. Pick a marketing objective for each segment of your customer's journey. 2. Plan your media mix strategy for each customer segment. 3. Determine the most appropriate measurement tools to validate your return on investment. 4. Develop a target change you hope your measurement tools will reveal. 5. Record the results of your measurement findings. 6. Compare the change in metrics for each of your media channels against your previous measurements (or against industry benchmarks). 7. Determine an action to take for each result.

What is the 3-step process for setting up conversion tracking for mobile apps?

1. Pick an attribution partner to integrate with for in-app conversion tracking - It could be Google Play or Firebase. Google Play is Android-based and uses in-app billing. For apps that use in-app billing, Google Play automatically monitors conversions, and so you don't need to add a tracking code to your app. 2. Link your attribution provider to your Google Ads account - Once you've integrated with an attribution partner, you need to link that account to your Google Ads account. . 3. Set up tracking for your Android or iOS apps - Once you link your accounts, you can proceed with setting up conversion actions.

What are the 2 ways to identify and measure the most effective touchpoints that lead to a conversion on Google Ads?

1. Rules-based attribution 2. Data-driven attribution

What are the 5 types of online/ digital media channels?

1. Search engines 2. Display: Ads you see on websites and in apps 3. Video 4. Social media 5. Email

Who should you address for each 4-step customer journey?

1. See - Address all the people who match the desired customer profile based on their age, gender, interests, and behaviors. 2. Think - Address all the people who match the desired customer profile and have shown some interest in the advertised product or category. 3. Do - Address all the people who have shown a strong interest in the advertised brand or product. 4. Care - Address current customers.

What is Google's 4-step customer journey?

1. See - Make sure people see that your business, product, or service exists. 2. Think - Lead people to think about or show interest in your brand. 3. Do - Get people to do something, like make a purchase. 4. Care - Make people care enough to purchase more or advocate for your business.

What are the 7 steps to setting up a conversion action for calls to a phone number on your website?

1. Select 'Phone calls' as your conversion source. 2. Select 'Call to a phone number on your website.' 3. Insert your Conversion name, and select 'Lead' as your category. 4. Select 'One' as your count. 5. Insert your chosen 'Call length' - the minimum length a call needs to last in order to count as a conversion. 6. Enter your phone number as it appears on your website, then 'Create Snippet.' 7. Open up the HTML for the page where the phone number appears on their website and paste the phone snippet between the <head></head> tags of the page, after the global site tag.

What are the 4 steps for offline conversion tracking?

1. Setting up an offline conversion action 2. Enabling your website and lead tracking system 3. Preparing your (offline) data for import 4. Importing conversions

What is the benefit of linking your Google Play and Google Ads accounts?

1. Since your app uses in-app billing, you can use conversion tracking to automatically monitor when someone who's clicked on one of your ads makes an in-app purchase in your app. 2. Linking these accounts also allows you to show ads to your app users without setting up a remarketing tag.

Why is implementing a sitewide tag important?

1. Sitewide tags help futureproof your conversion measurement - they are better equiped to handle shifts in the measurement ecosystem, so you can continue to measure conversions accurately if browsers make changes in the way that they handle cookies. 2. Sitewide tags enable accurate conversion tracking. They set new cookies on your side domain which stores information about the ad clicks that brought a user to your site. 3. Sitewide tags provide improved tagging experiences and enable faster and easier integration with Google Ads, Google Marketing Platform advertising products, and Google Analytics.

What are the 6 important individual measurement habits?

1. Start your day by looking at how well you're doing on you objectives - This will ground your priority in driving the most important outcomes that you're judged by and are accountable for. 2. Democratize data in your organization via dashboards - Everyone needs to be able to easily access data that powers their decision-making, on any device, especially mobile phones. Lack of data perpetuates a reliance on gut feelings when it comes to making important decisions. 3. Bring data to all your meetings — this is key. Data needs to be at the center of every decision made. 4. Ask one another, "What does the data suggest we do?" instead of "What do you think?" This is an important first step to overcoming HIPPO, or listening to the "highest paid person's opinion." Opinions are nothing more than hypotheses to test — with data. 5. Run tests continuously - Tests and experiments are the best way to enrich learnings and increase data points that help inform important strategic decisions. One of the biggest obstacles for many companies when it comes to expanding their marketing strategies is the lack of data that helps them define what success would look like under the new strategy. 6. Encourage learning from failure - Failure has a bad reputation. It's often thought of as falling short of expectations, or a mistake. But failure is necessary for testing the possibilities, and for learning what doesn't work. A consistent lack of failure can mean only one thing: a lack of innovation and experimentation!

What are the 4 main benefits of Store Visits conversion tracking?

1. Store Visits conversion tracking would help you justify how your ads influence people to visit their store locations. 2. It can give you visibility into the campaigns, keywords, and devices that are driving the most visits to your store locations. 3. You can understand your return on investment (ROI) and make more informed decisions about your ad creatives, spend, bid strategies, and other elements of your campaigns 4. You can evaluate and optimize omnichannel performance by including store visit conversions in your Smart Bidding strategies.

Which of the 6 automated bid strategies are all Smart Bidding strategies, going from most automated to least automated respectively (in other words, from least control to most control)?

1. Target CPA 2. Target ROAS 3. Maximize Conversions 4. Enhanced CPC (eCPC)

What are the 6 types of automated bid strategies available?

1. Target CPA 2. Target ROAS 3. Maximize Conversions 4. Enhanced CPC (eCPC) 5. Maximize Clicks 6. Target Impression Share

What are the 7 different conversion-related columns you can add?

1. The Conversions column - shows you the number of conversions you've received, across the conversion actions that you've chosen to include in this column. You can use this column to see how often your ads lead customers to actions that you've defined as valuable for your business. 2. Cost per Conversion (Cost/Conv.) - gives you an average of how much your conversions have cost. Cost/conv. = total cost ÷ conversions 3. Conv. Rate - tells you how often, on average, an ad click or other ad interaction leads to a conversion. Conv. rate = number of conversions ÷ total interactions 4. Conversion value per cost (Conv. Value/Cost) - shows your return on investment (ROI). It measures the value of your conversions from your customers vs. how much you are paying for them to click on your ads. conv. value/cost = total value of your conversions ÷ total cost of clicks on your ads 5. Conversion value per click (Conv. Value/Click) is what you gain each time someone clicks on your ad. It's how many conversions you receive according to clicks. All conv. value/click = total value of all conversions ÷ total number of clicks 6. Value per conversion (Value/Conv.) tells you approximately how much, on average, each of your conversions is worth. Value/conv. = total value of your conversions ÷ total number of your conversions 7. Conversion value (Conv. Value) is the total value of all of your conversions; so the value of everything in your All Conversions column.

What are the benefits of setting up conversion tracking tags?

1. This will give you insights into how people engage with your ads - you'll be able to see what's working and not working when it comes to people converting on your website. 2. You can customize how you see the data by telling Google Ads exactly which actions are important by identifying which are conversions.

What 4 things can you do to improve your conversion rate?

1. Use specific keywords for better conversion rates - Specific keywords often tend to have a better conversion rate than general keywords. That's because people searching for specific models or product numbers have typically already researched their product and want to make a purchase. But keep in mind that using more specific keywords can lead to fewer impressions. If your keywords are too specific, fewer people may end up searching for those terms. The trick is to find the right balance between being general enough to match what people are searching for and specific enough to lead to conversions. 2. Use the Search Terms report to reach the right audience - Google Ads shows you how well your individual keywords are doing, but it can also show you the exact words that your customers searched for when your ad showed up. You can view this list of terms in the Search Terms report. After reviewing this report, you can then decide to add or exclude certain keywords from your keyword list. Doing this can help you reach the right customers by either expanding or refining who can see your ad. 3. Use negative keywords to further refine audience traffic - When you use negative keywords, your ad won't show up when people search for those specific keywords. This is helpful when you're trying to limit your ad so that it doesn't show up for people who are just browsing and aren't ready to purchase anything yet. Some advertisers also use "free" as a negative keyword. Unless your site offers free products or trials, you might want to add this as a negative keyword to attract fewer people who are just looking for free products. 4. Include prices in your ad to attract potential buyers - Another way to get more relevant traffic is to include prices in your ad text. If a customer sees the price of your product and still clicks your ad, you know they're interested in potentially buying that product at that price. If they don't like the price, they won't click your ad, and you'll save yourself the cost of that click. As an experiment, you might want to consider adding prices in your ad text to see if that helps your ads lead to a better conversion rate. This can be especially effective when your prices are lower than competitor prices. To test whether this will work for you, you can run an experiment by creating a new ad and rotating your ads. When using ad rotation, you can compare the click-through rates and conversion rates of the ad that includes the price vs. the one that doesn't. You can also set up campaign Drafts and Experiments to propose and test new changes.

What are the 3 basic options you have for creating Goals tracking in Analytics?

1. Using a goal template. 2. Creating custom goals. 3. Creating Smart Goals.

What are the two main ways to increase your profits?

1. lower your costs 2. or increase your revenue - if you want to increase your revenue, you can either increase your price or increase your volume.

How many conversions events does Firebase allow per app?

Where is credit given in 'position-based' rules-based attribution?

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

What does a Google Click Identifier do?

A Google Click Identifier is a randomly generated string that gets appended to a URL every time an ad is clicked. It stores information about that click such as the campaign and ad group the ad belongs to, as well as other information, such as the time stamp of the click and so on.

What is a media channel?

A media channel is a specific medium that's used to reach an intended audience.

Where is credit given in 'time decay' rules-based attribution?

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

What is a purpose statement?

A purpose statement helps you keep your focus on the customer and how your product or service is meeting their needs.

What is a sales channel?

A sales channel is a way of bringing products or services to market so that they can be purchased by consumers, such as Traditional sales, online sales, or both online and traditional (sometimes called multichannel).

What are Sitewide Tags?

A sitewide tag is the best way to measure online conversions. This tag sets new cookies on your domain, which stores information about the ad click that brought someone to your site, giving you insight into what experiences work best for your users.

What should you do if you use Google Tag Manager for Google Ads (or for Floodlight tags [used in Google Marketing Platform])?

Add on the conversion linker to Google Tag Manager: If you already have Google Tag Manager set up on your site, you're ready to quickly and easily deploy and update tags on your website without changing the code on your page. All you need to do is add the Conversion Linker tag to your landing page URLs, which automatically identifies information about the ad click that brought someone to your site. It also then stores this information in new cookies on your domain.

What does automation mean today?

Automation means training machine learning models to achieve a desired business outcome and influence the process.

What are the 8 steps to enabling your website and lead tracking system?

After creating the offline conversion action,you now need to enable your website and your lead tracking system to track offline conversions. 1. So, step one in this process is adding a script to all of your web pages to capture and store the GCLID. Google offers a suggested script, which your webmaster can use, and it's also best practice to add this script to all your webpages. 2. Step two of the process is to update every lead form submission page, such as a sign-up page or a purchase page, so that the GCLID information can be passed to your lead management system or back-end CRM system along with the other user information. 3. Steps one and two enable the website with the GCLID. Step three is to enable the lead tracking or back-end CRM system to store the GCLID. To do this, your webmaster or IT team will need to add a custom field that can store the GCLID that comes through along with the other sign-up or purchase information. 4. Once you've verified that your webmaster has completed the steps above, you can proceed with importing your company's offline conversions to Google Ads. To do this, you need to first prepare the offline data so that it's ready for import. This entails ensuring that the data is in the appropriate format to be successfully uploaded into Google Ads. You can download a template of the correct format from the Google Ads interface. 5. Make a copy of the template and then observes the format. It's important to make sure to not remove the GCLID field or the import will fail. It's also important to not add any additional columns or personal user information. 6. Start the process of getting the input from your CRM database into your provided template format. For each offline conversion, fill in the GCLID and the conversion name. This name has to exactly match the name of the conversion action you created in Google Ads. 7. Next, add the date and time when each conversion occurred. This has to be in a specific format. To identify the formats, use the link provided at the top of the template. Similarly, Conversion Value and Conversion Currency need to use specific formats as well. 8. After filling in this data, your offline conversions are now ready for import. Navigate to the Conversions area and click on Uploads, then the plus sign for a new upload. Note that if she used an Excel spreadsheet or a CSV file, you could upload that here too, but if you created a copy of the template with Google Sheets, you can choose this option. Then click Apply.

How does Tag Assistant work?

After installing the extension, you will see an icon indicating the status of the tag on the page you're viewing. The number in the icon indicates the number of tags that were found. 1. A grey icon with an 'x' indicates that no code was found on the page 2. A green indicator will show if a valid tag was found. 3. A blue indicator will show there are suggestions on improving overall tagging health 4. A yellow indicator will show that a tag was found with minor implementation issues 5. A red indicator will show that a tag was found with critical implementation issues

What is the 'Optimize with Smart Bidding' strategy?

Although you can also set bids manually, automated bidding takes the heavy lifting and guesswork out of setting bids to meet your performance goals. Smart Bidding is a subset of automated bid strategies that uses machine learning to optimize for conversions or conversion value in every auction — a feature known as "auction-time bidding."

Who should use MMM?

An MMM is typically done for a brand (for example, Oreo) or a group of brands in the same category (for example, snack foods).

What is the advantage and, therefore, key difference between rules-based attribution and data-driven attribution?

An advantage of this model is that attribution logic includes converting and non-converting paths, whereas rules-based models only take converting paths into account.

How does MMM work?

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

What is an advertising campaign?

An advertising campaign is a series of ads that share a single idea or theme and address a target audience in a specific stage of the customer journey. A campaign may span multiple media channels (for example, video, display, and search), but all those channels will show ads that focus on the same message. In order to determine whether a marketing campaign is successful, you'll need to compare your expectations, or campaign goals, against the actual results.

What is an iframe?

An iframe (inline frame) is an HTML document embedded inside another HTML document on a website. An inline frame element allows website developers to load another web page .

What's the benefit of using Firebase?

As an attribution partner, a huge benefit of using Firebase is that you can import conversions without needing to add any code to enable automatically collected events, such as how many "first opens," session starts, or in-app purchases you've had. In addition, you can use audiences created in Firebase for conversion tracking and remarketing in Google Ads.

What is an Attribution report?

Attribution reports reveal the paths customers take to complete a conversion. These reports attribute the conversion to different ads, clicks, devices, and other factors along the conversion path. In other words, they help you also understand the role certains ads play in the path to conversion.

What is the 'Refine your bidding' strategy?

Bid adjustments allow you to decide when a click or impression is worth more to you. For example, imagine that you own an online clothing store, and you've set up two conversion actions: one for each time a customer puts something in their shopping cart, and another for online sales. You want to optimize your bidding for the sales conversion action and track these conversions in your Conversions column. You don't want to bid for the shopping cart action, and you don't need to see this data in your main Conversions column. You can choose which conversions to optimize for by checking the Include in Conversions setting for your sales conversion action and unchecking that setting for the shopping cart conversion action. Now, your automated bid strategy will only optimize for your sales conversions, and your Conversions column will only show sales conversions. However, data for the shopping cart action is still included in your All Conversions column.

What is Brand Lift?

When should you use Brand Lift?

Brand Lift is for any advertiser that wants to prove the impact of media on their brand. It can also compare the impact on the brand with the impact from different ads.

What is brand strength?

Brand strength is commonly measured by brand "trackers" that survey people who match the profile of a desired customer and ask them a range of questions, such as: 1. Are you aware of a particular brand? 2. Which brand in the category do you prefer? 3. What associations come to mind when you think about a particular brand?

Why is considering CLV when calculating ROI important?

By looking at the lifetime value of customers that a brand acquired through various channels, it is possible to extend the horizon of the channel performance evaluation and have a more accurate view of performance.

What is the main benefit of automated processes?

By shifting from manual to automated processes, businesses are able to act on customer insights in real time and achieve better business outcomes.

Which of the 2 types of optimization can also be automated?

Channel optimization

Why is important to identify your business objectives?

Clearly defined business objectives will help you to understand which strategies work to grow your business and which you can improve.

What is Conv. value/click?

Conv. value/click is what you gain each time someone clicks on your ad. It is the value of your total conversions according to clicks.

What is Conv. value/cost?

Conv. value/cost estimates your return on investment. It measures the value of how many people buy your product vs. how much you're paying for their ad clicks.

What are Conversion Columns?

Conversion columns report on how your campaigns are doing against your set goals. You can use the reported data to begin to modify your bid strategies to ensure your ads are driving maximum results.

When looking at your conversion reports, you may find that conversion volume appears to be lower compared with the previous quarter. What could be the possible reasons for this?

Conversion delay: 1. If you compare recent performance with past performance, and recent performance doesn't look as strong, this often happens simply because some of the people who viewed or clicked your ad haven't converted yet. 2. In some instances, a conversion may happen rapidly, within a day of the click. But, depending on the conversion window you've chosen, a report of a conversion can occur anytime up to 90 days after a click. Since you're missing these conversions expected to come later on — but your spend, on the other hand, is fully reported — it may appear like you have fewer conversions, a higher cost per conversion, and so on. You can get more information on conversion delay through the Time Lag report in the Attribution tab.

What are conversions?

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

What is the benefit of Store Sales Direct?

Coupling this with online performance results in an omnichannel ROI, and optimizing media marketing in response to this omnichannel ROI can fundamentally change media strategy and performance.

Where is credit given in 'linear' rules-based attribution?

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

What tools for measuring a media sales ROI do you apply if you're using online advertising and online sales?

Cross Channel Attribution

What tools for measuring a media sales ROI do you apply if you're using both online and offline advertising and online sales?

Cross Channel Attribution MMM

What tools for measuring a media sales ROI do you apply if you're using online advertising and both online and offline sales?

Cross Channel Attribution Store Visits Store Sales Direct MMM

What tools for measuring a media sales ROI do you apply if you're using both online and offline advertising and online and offline sales?

Cross Channel Attribution Store Visits or Store Sales Direct MMM

What is cross channel attribution?

Why should you use cross channel attribution?

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

What should you do if you have more than one domain?

Enable cross-domain tracking.

What's volume?

Depending on the type of business, volume can mean units sold, capacity, leads, or something else.

Why is it important to only have one objective throughout each stage of the customer journey?

Each stage aims for a specific expected outcome. Also, choosing a single objective provides clarity in determining whether a campaign succeeded or failed. If there are two objectives and one of them showed a strong result and the other one did not, there may be confusion in judging the overall performance of your advertising.

What is effective frequency?

Effective frequency is the number of times a person must be exposed to an advertising message before they respond to it. It's easier to reach effective frequency faster when you use multiple channels rather than a single channel.

What is Enhanced CPC (eCPC)?

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

Why is important to test with new channels?

Even if marketers have a set of preferred channels that are "regulars" in their media mix, they'll reserve a portion of their media budget to experiment with additional channels. Only then can they keep their knowledge of these channels fresh in their minds and know exactly what opportunities they can unlock for the brands they manage.

Which conversion count option would allow you to measure and improve your sales?

Every

What's Firebase?

Firebase is Google's app SDK and analytics tool. It's a mobile platform that you can use to quickly develop apps.

What are the two types of tracking options available on Google Analytics?

Goals and eCommerce transactions.

How does Target ROAS Bidding work?

Google Ads predicts future conversions and associated values using your reported conversion values, which you report through conversion tracking. Then, Google Ads will set maximum CPC (max. CPC) bids to maximize your conversion value while trying to achieve an average ROAS equal to your target. Some conversions may return a higher ROAS and some may return a lower ROAS, but altogether Google Ads will try to keep your conversion value per cost equal to the target ROAS you set. For example, if you set a target ROAS of 500%, Google Ads will automatically adjust your bids to try to maximize your conversion value while reaching this target ROAS. To help improve your performance in the ad auction, this strategy adjusts bids using real-time signals like device, browser, location, time of day, etc. It also automatically adjusts bids based on whether someone is on one of your remarketing lists. Google Ads will recommend a target ROAS value after you've set up a new bid strategy in the Shared library and chosen which campaigns to apply it to. Your actual ROAS over the last few weeks calculates this recommendation. We'll exclude performance from the last few days to account for conversions that may take more than a day to complete following an ad click. You can choose whether to use this recommended target ROAS value or to set your own.

What's the benefit of Google Analytics?

Google Analytics platform makes it easy to understand how your customers are engaging with your ads across channels, so you know what's working and what's not. Also, if you're using Analytics now, your website is already automatically tagged, and you can measure customer actions straight away. All you have to do is tell Analytics what actions you'd like to capture.

What is a GCLID?

Google Click Identifier

In terms of setting objectives, what's the hierarchy of these objectives?

Hierarchically you have: 1. Business Objectives (e.g. revenue, profit margin, volume). 2. Marketing Objectives / KPI per business objective 3. Media Objectives per KPI & as per the media channel ( the delivery mechanism). The goals of each medium through which your marketing objectives are completed. 4. Campaign Metrics - to measurethe success of your media objectives. The marketing and media objectives, as well as campaign metrics should also be specific to each stage of the customer journey, preferably one marketing objective/ KPI per stage. N.B. Make an exhaustive list of all the types of marketing objectives/ KPIs (e.g. brand recall, average order size, brand favourability, customer referrals) and metrics available per channel.

What should you do if you already have a legacy conversion tag on your site?

If you already have a legacy conversion tag on your site, you'll need to remove the old tag and replace it with this event tag. This will make sure that the tags are not double counting.

If you can't use data-driven attribution, what's the best-practice alternative?

If you can't choose DDA, opt for a model that distributes the credit across multiple touchpoints, such as linear, time decay, or position-based.

Why is the number of total conversions reported in the Attribution report different than the number in the Campaigns report?

If you have multiple conversion actions defined, this report tells you how many conversions were received for each conversion action. However, the Attribution report does not include all types of conversions, such as app conversions or store visits. Therefore, the difference can be in certion conversion actions included in the Campaigns report not being included in the Attributions report.

What causes Duplicate Conversions?

If you see duplicate conversions when compared with your CRM data, it's because you used ' Every' as your conversion count setting when creating this conversion action. Therefore, if a customer returned to the conversion page or reloaded the page, Google Ads would've counted that as two conversions.

When do you use the 'Improve your conversion rate' strategy?

If you're getting a good amount of traffic from your ads but not enough conversions.

If you're using attribution on Google Ads, what types of conversions is it only available for?

If you're using attribution through Google Ads, it's only available when you're tracking website, call, or imported conversions.

Why is there a reporting difference between Google Ads and Google Analytics?

In Google Ads, a conversion attribution goes to the date and time of the last ad click, and this is the date and time reported. In tools, such as Google Analytics or many other third-party measurement systems, a report of a conversion occurs at the time when the conversion actually takes place. This difference appears as a seeming discrepancy between Google Ads and other reporting sources.

What is a Tag?

In order to measure how a customer engages with your site after clicking an ad, you'll need to "tag" your website. A tag is a small snippet of code that you'll place on every page of your website. When a customer clicks on your ad, that snippet of code will collect information about their actions on your site and send the information back to your Google Ads account

What can be used to customize how the data is tracked in the Conversions column?

Include in Conversions setting.

What should you do if you use Google Ads conversion tracking (or Floodlight tags)?

Install gtag.js tags (the updated conversion tracking tag): To make sure that Google Ads can measure all of your conversions, regardless of the browser your site visitor is using, it's recommended you use the updated Google Ads conversion tracking tag. This tag sets new cookies on your domain that will store information about the ad click that brought people to your website. The cookies receive the ad click information from a GCLID parameter the conversion tracking tag includes You'll find this code in the conversion settings in your account.You don't need to change it, as it's preconfigured for your account. Simply copy and paste it between the <head></head> tags of each of your website pages.

When it comes to setting objectives throughout the customer journey, what's the best practice?

It's a best practice to choose one objective for each stage of the customer journey.

What is a Marketing Mix Model?

What is a proxy KPI and when do you use it?

It's a metric that is most closely linked to your desired objective or has a proven impact on your objective. This is used when there is an ideal objective that is not measurable. This could be because of limitations of the quantity of data available, tracking, or analytics tools. In such cases, the recommended action is to look within available metrics and identify the metric that is most closely linked to your desired objective or has a proven impact on your objective. For e.g. if it isn't possible to measure a campaign's impact on brand consideration, you might choose as your proxy the increase in searches for the brand name.

What's the best way to minimize Duplicate Conversions?

It's best practice to add an order ID to remove duplicate conversions from conversion counts. To do this, your webmaster will need to modify the event tag to capture a unique order ID. An example of this ID could be an order confirmation number that the site may already be using. Once a variable order ID is added to the event tag, it pulls the unique order number and sends it along in the tag. If Google Ads sees more than one conversion with the same order ID, it then knows the second conversion is a duplicate and doesn't count it.

What is attribution?

It's determining how much credit each step of a process should receive.

Why is brand equity important?

It's difficult to acquire new customers if consumers aren't aware of your brand or don't have a favorable opinion of it. This also makes it challenging to keep existing customers. Therefore, branding is really important for the company's ability to grow sales in the long term.

What's important to note regarding Store Visits and Store Sales Direct?

It's important to note, however, that while they both provide valuable offline insights, they don't directly correlate. But, you can use both solutions at the same time.

What's a company's brand?

It's probably worth mentioning here that brand can be a confusing term. For some people, the brand is the logo. But in this context, we just mean how people think about your company and products. That's your brand.

What should you do if you use Google Ads conversion tracking (but Google Analytics is already implemented on site)?

Link Google Ads and Analytics, it will store GCLID on GA: Another option for sitewide tagging is possible if you use Google Ads conversion tracking and already have Analytics implemented on your site. In this case, you can simply link your Google Ads and Analytics accounts, and the Google Ads conversion tracking tag will use the GCLID stored in the Analytics cookie on your site's domain. Make sure the landing pages and the conversion pages match the one in the linked Google Analytics account. Note that this tagging solution doesn't work for Floodlight tags.

What tools for measuring a media sales ROI do you apply if you're using offline advertising and offline sales?

Marketing Mix Model

What tools for measuring a media sales ROI do you apply if you're using offline advertising and online sales?

Marketing Mix Model

What stage of the customer journey is email marketing best suited for?

Loyalty - to existing customers

What is the advantage of MMMs?

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

What are the limitations of MMMs?

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

What is data-driven attribution?

Machine learning determines the best way to distribute credit for your conversions. Data-driven attribution (DDA) is the most advanced model in Google's attribution products. A data-driven model algorithmically evaluates individual customer paths. Credit is then dynamically attributed to each touchpoint according to its impact on the conversion.

What tools for measuring a media sales ROI do you apply if you're using offline advertising and both online and offline sales?

Marketing Mix Model

What is Maximize Conversions Bidding?

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

What should you do if you already import Google Analytics goals or transactions into Google Ads, and they are your only source of conversions?

No action required - you do not need to implement sitewide tagging.

What should you do if you use CRM-reported offline conversions as the only source of truth?

No action required - you do not need to implement sitewide tagging.

What's important to remember before uploading your offline conversions?

Note that you need to wait for six hours after creating your offline conversion action before uploading the conversions for that action. Uploading conversions during the first four to six hours leads to errors and will need the conversions to be uploaded again.

What happens when you integrate the Firebase SDK with your app?

Once you integrate the Firebase SDK with your app, basic app-usage data is automatically collected and is available in Google Analytics and Google Analytics for Firebase. This also means that once you link your Firebase account to your Google Ads account, you'll be able to see Google Ads data in Firebase, and use Firebase data in Google Ads.

What is an event tag?

Once you've implemented your global sitewide tag, the next step is to include an event tag. An event tag lets you tell the system to specify customer actions measured as a conversion. You can add the event tag between the <head></head> tags of your website pages, right after the global site tag.

What's the next big step once you've set up conversion actions?

Once you've set up conversion actions, the next step is to set up conversion tracking tags for your business.

How do you set a realistic performance target?

One way is to look at your past performance. In the absence of your own benchmarks, it may be possible to look up industry benchmarks. However, benchmarks are not always available. Most media platforms are able to share benchmarks for their media metrics. This should give you insight into what other brands in the same industry and market are experiencing. If your media platform doesn't have benchmarks, try searching online for them.

What is optimization?

Optimization is the process of making the best or most effective use of a resource. In marketing and media, optimization simply means making changes to media strategy in order to make the mix of media channels work harder — drive more sales, gain greater profitability, acquire more new customers, and improve brand perception.

What is rules-based attribution?

Rules-based models apply static logic to assign a value to each touchpoint in a conversion path. These values are based on the relative importance of that step of the process.

What key feature is required to set up offline conversions/ enable your website and lead tracking system?

Setting up offline conversions requires using a GCLID.

What is Store Sales Direct?

What does SDK stand for?

Software Development Kit

Why would you use the e-Commerce Transactions tracking solution over Goals tracking?

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

How does cross channel attribution work?

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

How does Store Sales Direct work?

Store Sales Direct analyzes your CRM data to match Google Search ad clicks with offline purchases. This allows you to evaluate the effectiveness of your Search ads and provides insight to your advertising strategy.

Who can use Store Sales Direct?

Store Sales Direct is for brick-and-mortar retailers that collect shopper purchase data in a customer relationship management system (CRM).

What tools for measuring a media sales ROI do you apply if you're using both online and offline advertising and offline sales?

Store Visits Store Sales Direct MMM

What tools for measuring a media sales ROI do you apply if you're using online advertising and offline sales?

Store Visits Store Sales Direct MMM

What are Store Visits?

Who can use Store Visits?

Store visit conversions are only available to certain advertisers. For example, they aren't available to advertisers with sensitive location categories, such as healthcare, religion, adult content, and children.

What are the privacy limitations of Store Visits?

Store visit data can't be tied to individual ad clicks, viewable impressions, or people.

How does Store Visits work?

Store visit data is based on anonymous, aggregated statistics. Google Ads creates modeled numbers by using current and past data on the number of people who click or view your ads and later visit your store.

What's important to note for store visits attributed to viewable impressions?

Store visits attributed to viewable impressions are only available for Display Network campaigns or ads that serve on the Google Display Network.

What is Google Tag Assistant?

Tag Assistant is a Chrome Extension that automatically validates the implementation of Google tracking scripts on any given page.

What is Target CPA Bidding?

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

What is Target ROAS Bidding?

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

What is the focus of the Awareness stage?

To introduce a brand and/or focus on story-telling around the brand.

What is a Conversion Linker tag?

The Conversion Linker Tag is used to store click data in first-party cookies associated with your domain.

In the Assisted Conversions report, what does the Impression-Assisted Conversions tab show?

The Impression-Assisted Conversions tab shows the number of conversions that were assisted by impressions before the last click.

If you have conversions set up in both Analytics and Google Ads, will the numbers be the same on both platforms?

The answer is no. Analytics provides a cross-channel view of the customer journey. There are some differences in how each platform calculates the data.

Why do marketers use multiple channels that reach similar objectives?

The answer is that your customers use all of these channels, and it usually takes more than a single exposure to an ad for it to get results. In other words, it's important to reach your audience with the proper amount of frequency.

What is the main challenge regarding ROI calculations?

The challenge with most ROI calculations is that they look at the value of channels in the short-term: a typical timeframe for ROI calculation is anywhere from several weeks to one year. A short-term view of ROI can be misleading.

How is an Attribution report different from the Campaigns report?

The data in the Attribution reports and Campaign reports don't serve the same intent, so you can expect to see differences in the two. Attribution reports can help you estimate how changes to your attribution model might impact conversion reporting, whereas Campaign reports can help you evaluate and optimize performance using your current attribution model. Therefore, the number of conversions on the Campaigns tab won't match the number of conversions in the Attribution report.

How does Enhanced CPC (eCPC) work?

The eCPC feature looks for ad auctions that are more likely to lead to conversions, and then raises your max. CPC bid (after applying any bid adjustments you've set) to compete harder for those clicks. If a click seems less likely to convert, Google Ads will lower your bid. eCPC will try to keep your average CPC below the max. CPC you set (including bid adjustments), but it may exceed your max. CPC for short periods of time. Note that eCPC is a form of Smart Bidding that uses a wide range of auction-time signals such as demographics, browser, location, and time of day to tailor bids to someone's unique context. But other Smart Bidding strategies, such as Target CPA and Target ROAS., do this to a fuller extent.

Where is credit given in 'first click' rules-based attribution?

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

What types of insights would you gain from using e-Commerce Transactions tracking?

The insights you'll gain using the default eCommerce reports include answers to questions such as: 1. Which of your products sell well and which are the most impacted by your marketing efforts? 2. How many products are you selling in each transaction and for how much? 3. How many times is a customer coming to your site before they finally make a purchase? 4. What is the full value of the transaction once you include the tax and shipping cost?

Where is credit given in 'last interaction' rules-based attribution?

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

What does the Impression-Assisted Conversions/ Last Click Conversions ratio reveal?

The percentage of total conversions have been assisted by impressions.

What information does the Attribution report reveal?

The report shows how many days, ad clicks, and ad impressions, on average, it took users to convert. This report also tells you how many conversions were received for each conversion action.

What can you do to check if your tag is working correctly?

The simplest way to verify whether your tag is working correctly is to use the Google Tag Assistant extension.

What's the difference between metrics and KPIs?

The term "KPI," by its definition, is a measure of success. The whole purpose of a KPI (what I've mostly been referring to as an objective) is that it's clear, measurable, and it has a defined time frame. KPIs are tightly correlated to the marketing objectives of your business, and usually there is one KPI per objective. Metrics are tactical in nature, but they're not the thing you care most about. Metrics measure the mechanism through which your marketing objectives or KPIs are delivered. Another important distinction between objectives and metrics is that metrics are media-channel specific, while objectives should be media-channel agnostic.

What 2 events can be measured?

There are two types of events that you can measure: page loads and clicks. The event code snippets for each of these look a little different, but the process of getting the tag and implementing it is the same.

What is brand strategy/ equity?

This is a phrase used in the marketing industry that describes the value of having a well-known name (like Sony). The idea is that a well-known brand name can generate more revenue simply from brand recognition.

What is channel optimization?

This is changing how ads are delivered within a specific channel for maximum impact on business outcomes.

Why is it difficult to calculate the total increase in brand awareness across all channels in a campaign?

This is due to the fact that different channels may use different tools to measure brand lift. Since brand lift requires surveying ad-exposed and unexposed groups of users, the mechanism and methodology of delivering a survey may be specific to each channel. For this reason, it may not be possible to calculate a total increase in brand awareness generated by a campaign that spans multiple media channels (for example, video and social media). In such cases, the impact of each channel on brand awareness should be measured separately.

What is Media mix optimization?

This practice involves shifting media investment across media channels — moving budgets from lower-performing channels to higher-performing channels in order to improve the overall media performance.

What is a Assisted Conversions report?

This report is a great resource to quickly identify which ads are helping drive the most conversions. Some ads may be the last click for very few conversions, but actually assist in many conversions.

What's the benefit of website call conversion tracking?

Through this tracking option, you can see detailed reports and tell which specific keywords, ads, ad groups, and campaigns led to those call conversions.

What is the Time Lag report?

Time Lag reports show how much time (in days) elapsed between a user's first exposure (click or impression) and their subsequent conversion. You can use these reports to measure user response rates to your online ad campaigns, compare a campaign's early response rates with its later response rates, and help determine the best lookback window settings for Floodlight activities. You can use Time Lag reports to see how quickly and effectively your ads are driving conversions or revenue. If your ads are an immediate call to action, such as a one-day sale or a signup for an event, you'll want to see relatively short time lags. If you're running a brand awareness campaign, longer time lags might be more appropriate. You can use this information to help you understand whether your campaigns are working the way you expect them to.

How do you track calls to a phone number on your website?

To do this, you'd use Google's website call conversion tracking. To track calls to a number on a website, Google provides your business with a unique phone number that helps identify and measure calls that users have made from your site after clicking on your ad. This dynamically created Google forwarding number replaces the business phone number on your site for these users, without any cost to you.

What is the focus of the Loyalty stage?

To focus on a specific offer or a product (upsell).

What is the focus of the Consideration stage?

To focus on brand attributes or product value proposition.

What is the focus of the Purchase stage?

To include an implicit or explicit call-to-action (Buy Now, Buy Here, Shop Here, etc.).

How does Brand Lift work?

To measure moments along the consumer journey, including brand awareness, ad recall, consideration, favorability, and purchase intent, Brand Lift first isolates a randomized control group that isn't shown your ad and an exposed group that is. About a day after seeing (or not seeing) your ad, it delivers a one-question survey to both groups. Since the only effective difference between the two groups is whether they saw your ad, we can accurately determine the lift attributed to your campaign.

How can you see your View-through conversions?

To see your VTCs; 1. click on the Columns tab > 2. Modify Columns > 3. Conversions > 4. View-through Conv. 5. and then click Apply to make sure that the VTC column appears in your conversion report.

What is required to success with automation?

To succeed with automation, organizations need to break down data silos and ensure data quality. Connect the dots between marketing, sales, and CRM to have the richest data set to fuel your automated strategy.

True or false; for video campaigns, the last impression of a video ad will get credit for the view-through conversion.

True.

What method should you use to track calls to a phone number on a website?

Use a Google forwarding number.

What is the best way to measure online conversions?

Use tools that set cookies in the same domain as your site. These are known as first-party cookies. The tags for these tools should be placed sitewide on every page of your site to effectively measure and optimize your digital marketing investment.

How does Maximize Conversions Bidding work?

Using historical information about your campaign and evaluating the contextual signals present at auction time, Maximize Conversions Bidding automatically finds an optimal CPC bid for your ad each time it's eligible to appear. Google Ads sets these bids to help get the most conversions for your campaign while spending your budget.

How does Target CPA Bidding work?

Using historical information about your campaign and evaluating the contextual signals present at auction time, Target CPA (cost-per-acquisition) Bidding automatically finds an optimal CPC (cost-per-click) bid for your ad each time it's eligible to appear. Google Ads sets these bids to achieve an average CPA equal to your target across all campaigns using this strategy. Some conversions may cost more than your target and some may cost less, but altogether Google Ads will try to keep your cost per conversion equal to the target CPA you set. These changes in CPA take place because your actual CPA depends on factors outside Google's control, like changes to your website or ads or increased competition in ad auctions. In addition, your actual conversion rate can be lower or higher than the predicted conversion rate.

What are View-through conversions?

View-through conversions are conversions recorded when users view (but don't interact with) an ad and then later convert. When someone watches up to 30 seconds or clicks on a part of the ad, that counts as a view.

Why is it important to aggregate your learnings from all campaigns?

While looking at each campaign in isolation can lead to actionable insights, the ultimate insight comes from aggregating your learnings from all campaigns into a single view and looking across the entire customer journey. Gaining an understanding into which stage of the journey the brand excels at and where the weak areas are will expose unmet opportunities. Improving future campaigns in the weak stages of the journey will lead to stronger customer gains and profitability in the long run.

What are Goals tracking in Analytics?

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

Why is measurement an essential part of experimentation with media channels?

Without proper measurement, a marketer can't know whether the experiment was successful or whether the channel that's being tested offers similar or greater value than the channels typically used in the brand's media mix. Tapping into the fresh knowledge of an experimental channel's performance can help you evaluate whether these channels deserve a permanent spot in the brand's media mix.

Is conversion tracking for app installs the same as first-opens of an app?

Yes.

What is the benefit of Brand Lift?

You can easily optimize your campaigns mid-flight based on these near real-time results, broken out by demographics, frequency, and more.

How do you segment the data by conversion action?

You can get to this view by; 1. clicking Segment > 2. Conversions > 3. Conversion action.

What requirements must you meet to use data-driven attribution?

You must have at least 15,000 clicks on Google Search, and a conversion action that has at least 600 conversions within 30 days.

In terms of setting up conversions, if you select the 'Use different values for each conversion' option, what do you need to provide to ensure that all transaction-specific values are all included?

You'll need to provide transaction-specific values in the spreadsheet you'll upload into your Google Ads account.

How can formats and messaging be applied along the customer journey?

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What types of objectives can you set for each stage of the customer journey?

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What features can you add to your post?

1. A photo 2. A brief summary 3. A 'Buy' button

What 5 features are available on the Google Marketing Platform for a small business?

1. Analytics 2. Optimize 3. Tag Manager 4. Surveys 5. Data Studio

What 7 features are available on the Google Marketing Platform for a large enterprise?

1. Analytics 360 2. Optimize 360 3. Tag Manager 360 4. Surveys 360 5. Data Studio 6. Display & Video 360 7. Search Ads 360

What are the 10 differences between Analytics and Analytics 360?

1. Analytics 360 is a monthly paid-for property that provides you with access to pure, raw and unsampled data. 2. You also have access to technologies, such as BigQuery and integrations with Salesforce Marketing Cloud, that enable interactive analysis of trillions of rows of data, advanced predictive modeling, natural language processing, machine-learning capabilities, and much more. 3. You also get more native integrations, 4. advanced analysis, 5. advanced funnel reporting, 6. advanced attribution modeling, 7. more views per property, 8. guaranteed data freshness, 9. unlimited data, 10. and more customer support.

What are the difference types of tools for measuring a media sales ROI?

1. Marketing Mix Model 2. Cross channel attribution 3. Store Visits 4. Store Sales Direct 5. Brand Lift

What are the 3 levels of permission for authorized users of your Google My Business account?

1. Owner, 2. Manager, 3. Communication Manager.

What are the 2 types of bulk upload issues?

1. Required fields 2. Number of locations

To help determine whether your advertising is bringing value to your business, what 3 questions should you ask?

1. Which age group is more likely to purchase your product or service after clicking an ad? - You can customize campaigns with specific messaging to reach the right demographics that bring the most value. 2. Which ad is leading to the most newsletter signups? - you'll be able to identify the best-performing ads and use the right messaging to create new and better creatives. 3. On which day of the week am I generating the most sales? - you can identify which days or even times of the week lead to the most business. You can then shift your budget to target those specific days.

Using the insights feature in Google My Business, what types of insights can you find?

1. You can see how many people saw your business online and the types of things they're searching for. 2. Using the search report, you can view driving direction requests.

What are the 2 types of Google My Business accounts?

1. individual user 2. location group - a location group is essentially a folder of locations that you create within your user account.

What are the 3 ways to verify a listing?

1. phone, 2. email, 3. postcard (which can take up to two weeks to do).

When you create your Google My Business account, what information do you add to your listings?

1. the address for each location, 2. corresponding phone numbers, 3. open hours, 4. and a link to your website 5. and online menu (if needed)

How long to posts last on Google My BusinesS?

7 days

How can you complete the verification process of your listing?

By entering a 5-digit code, sent to you by Google, for each location.

What do you do if an objective is not measurable?

Occasionally, an ideal objective is not measurable. This could be because of limitations of the quantity of data available, tracking, or analytics tools. In such cases, the recommended action is to look within available metrics and identify the metric that is most closely linked to your desired objective or has a proven impact on your objective. Then, you should use this metric as a "proxy" (also known as a proxy KPI) while looking for ways to achieve proper campaign measurement. For example, if it isn't possible to measure a campaign's impact on brand consideration, you might choose as your proxy the increase in searches for the brand name.

What is automation?

The invisible processes that make intelligent decisions based on data. Automation means training machine learning models to achieve a desired business outcome and influence the process. Modern marketing tools are automated to ingest real-time information about campaign performance and audience signals. This allows us to put the right message in front of the right audience, in real time, with a maximum impact on the business.

If you don't have a website, could you still create one using Google My Business?

Yes, using the Google My Business website builder.

What's the benefit of coupling your store listing with a targeted ad campaign?

You have more control over how often and where your business is showing.

How do media channels play a role in the customer journey?

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What's an example of a campaign performance report?

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What Google offerings are available for measuring a media sales ROI?

1. Store Visits 2. Store Sales Direct 3. Brand Lift

How do you set up conversion tracking in Google Ads? There are 8 steps.

1. Before you start conversion tracking, you'll first need to set up an ad campaign. It's important to remember that this is where you can set up your goals for your ad campaigns. 2. To set up conversion tracking for your ads, first, you need to create conversion actions that you consider valuable. 3. your conversion source could be actions on your website, app, phone, or conversions from an offline source. Or, you could set up tracking for any combination of these sources, depending on your goals. 4. For each source, you'll set up several options such as count, category, and so on. 5. After you create a conversion action, you may also need an associated conversion tracking tag. In some instances, conversions are tracked automatically, but for many others, Google Ads provides you with a tag or code snippet that you'll need to include to your website or app. 6. Once you install the tags, Google Ads is ready to track conversions. When a customer performs the desired conversion actions on your website, app, or other sources, the conversion tracking tag sends data back to Google Ads. 7. You can now view this conversion data in your Google Ads account by viewing the Conversion columns in the Campaigns tab. These reports show you how your campaigns or specific ads are doing against your intended marketing goals. 8. You can then use the data in these reports to modify your bid strategies to help drive the maximum number of conversions with your ads.

What are the 2 things you can do if someone has already claimed your business?

1. If someone in your organization has already claimed the business, it's possible to add more users to that account. 2. If you don't recognize the account that verified the listing, you'll have to request ownership and follow the directions to claim your business.

If you have more than one location, what are the 2 ways you can verify your listing?

1. If you have more locations, you'd repeat the process with each of your locations. 2. If you have 10+ locations, you could request for bulk verifications.

How do you link your Google My Business account with your Google Ads account using Location Extensions?

1. In Google Ads, you select +Extensions tab within the Location Extensions section of the Extensions tab. 2. You're then prompted to link your Google My Business Location Groups by entering the associated email address. You can link either business or personal accounts with Google Ads to use Location Extensions.

What are the different types of rules-based attribution?

1. Last interaction The last touchpoint receives 100% of the credit for the conversion. 2. First click The first touchpoint receives 100% of the credit for the conversion. 3. Position-based 40% credit is assigned to both the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions. 4. Time-decay A multi-touch model that gives more credit to the touchpoints closest to the conversion. 5. Linear Credit is distributed evenly to every single touch in the buyer journey. 6. Digital-driven attribution Machine learning determines the best way to distribute credit for your conversions.

What are the 3 types of reasons some of your locations can be disapproved?

1. Locations not open - locations that are under construction or have not yet opened to the public aren't eligible to add information in Google My Business. You'll need to wait until after they've had their grand opening. 2. Incorrect business name - it's just a matter of matching what's written on the sign outside your door — making sure the business name reflects the same capitalization as it does in real life. You'll also want to refrain from adding additional information (like the store code) that doesn't reflect its name in the real world. 3. Multiple locations in one - multiple locations at the same physical location aren't permitted. If your client has a location with both a bar and a sit-down restaurant, you'll want to consolidate them under a single title.

What are the two types of optimization?

1. Media mix optimization This practice involves shifting media investment across media channels — moving budgets from lower-performing channels to higher-performing channels in order to improve the overall media performance. For example, if video ads drive sales at a higher ROI than display, a portion of the display budget may be moved to the video ad budget. 2. Channel optimization This is changing how ads are delivered within a specific channel for maximum impact on business outcomes. There are three main types of channel optimization: Bidding: Acquire more customers by adjusting bids based on a rich set of auction-time signals. Creative: Customize your assets to serve the right message to the right user at the right moment. Targeting: Reach those most interested in your business with dynamic audience targeting. For example, you may choose to change keywords, bids, or creative in order to make Search more efficient in driving online sales.

To drive store traffic to your physical stores, what 2 types of strategies can you implement to complement your Google My Business and Google Ads Location Extensions?

1. Mobile campaign strategy - to drive mobile visibility 2. An online-to-offline (O2O) strategy - to optimize returns by engaging with and assisting potential customers throughout the multiple touchpoints of their journey.

What 4 types of customer actions can you measure on a website?

1. Purchase: Whether someone purchases a product or service. 2. Lead: Whether someone submits a form with their contact information or to ask a question. 3. Pageview: Whether someone visits a specific page such as the reviews page. 4. Sign-up: Whether someone signs up for a subscription or email newsletter.

What are the 4 ways you can engage with customers using Google My Business?

1. Respond to reviews 2. Communicate with customers (via direct messages and posts). 3. Get calls and direct requests from customers 4. Let customers make bookings right from the listings

What are the 2 ways Google Ads starts to recognize the most effective touchpoints that lead to a conversion?

1. Rules-based attribution 2. Data-driven attribution

What are the 4 benefits of using Google My Business?

1. Share information with customers (new and current) 2. Manage multiple listings together 3. Engage with customers 4. Get insights on customer behavior

What are the steps to building a website using Google My Business?

1. Sign into Google My Business 2. Select Website from the Home menu 3. Check and update your business information 4. Upload photos 5. Optionally offer a virual tour of your store, and a cover image of your store. 6. Personalise your website from a variety of templates 7. Choose a unique domain name and point it to your new website

What are the steps for setting up bulk verifications?

1. Sign into your Google My Business account - which allows you to centrally manage all of your locations. 2. Create your bulk upload spreadsheet 3. Request for bulk verification - bulk uploading a spreadsheet doesn't automatically lead to a verification request. So you need to fillsout a verification request form.

What are the 2 ways to claim an existing listing on Google My Business?

1. Sign up or log in to Google My Business. As you enter your business information, the system will suggest possible matches. Select your business and confirm that you're authorized to manage it. 2. Locate your business listing in Maps, and select 'Claim this business.'

What are best practices for Individual measurement habits?

1. Start your day by looking at how well you're doing on you objectives. This will ground your priority in driving the most important outcomes that you're judged by and are accountable for. 2. Democratize data in your organization via dashboards. Everyone needs to be able to easily access data that powers their decision-making, on any device, especially mobile phones. Lack of data perpetuates a reliance on gut feelings when it comes to making important decisions. 3. Bring data to all your meetings — this is key. Data needs to be at the center of every decision made. 4. Ask one another, "What does the data suggest we do?" instead of "What do you think?" This is an important first step to overcoming HIPPO, or listening to the "highest paid person's opinion." Opinions are nothing more than hypotheses to test — with data. 5. Run tests continuously. Tests and experiments are the best way to enrich learnings and increase data points that help inform important strategic decisions. One of the biggest obstacles for many companies when it comes to expanding their marketing strategies is the lack of data that helps them define what success would look like under the new strategy. 6. Encourage learning from failure. Failure has a bad reputation. It's often thought of as falling short of expectations, or a mistake. But failure is necessary for testing the possibilities, and for learning what doesn't work. A consistent lack of failure can mean only one thing: a lack of innovation and experimentation!

What 5 fields are included for each location in your bulk upload spreadsheet?

1. Store code - Store code is a unique ID that you'll assign to each of their locations so changes are accurately applied in their account. Each location must have its own unique code, but it won't be publicly visible anywhere on Google. 2. Business name - this is the name that will appear on Google. Remember to represent the business exactly as it appears in the offline world. You'll need to double-check that spelling, spacing, and capitalization all match. 3. Business location - there are several fields that define business location. Addresses are pretty straightforward, but make sure you don't have any typos and the information is complete. Take care to double-check the postal code, since sometimes spreadsheet software will delete leading zeros. Latitude and longitude aren't required, but they're helpful in case there's an issue. They're only used when there's trouble locating the address on the map. 4. Phone and website - you'll want to make sure the phone number is correct and entered numerically. Use a local phone number instead of a call center number, and make sure to use direct phone numbers and URLs rather than redirects. 5. Categories - choose a category that best represents your client's business as the primary category. You'll want to make this category consistent across all locations. You can also add up to nine additional categories, if needed.

What types of conversion-related columns can you add?

1. The Conversions column shows you the number of conversions you've received, across the conversion actions that you've chosen to include in this column. You can use this column to see how often your ads lead customers to actions that you've defined as valuable for your business. 2. Cost per Conversion (Cost/Conv.) gives you an average of how much your conversions have cost. Cost/conv. = total cost ÷ conversions 3. Conversion rate (Conv. Rate) tells you how often, on average, an ad click or other ad interaction leads to a conversion. Conv. rate = number of conversions ÷ total interactions 4. Conversion value per cost (Conv. Value/Cost) shows your return on investment (ROI). It measures the value of your conversions from your customers vs. how much you are paying for them to click on your ads. conv. value/cost = total value of your conversions ÷ total cost of clicks on your ads 5. Conversion value per click (Conv. Value/Click) is what you gain each time someone clicks on your ad. It's how many conversions you receive according to clicks. All conv. value/click = total value of all conversions ÷ total number of clicks 6. Value per conversion (Value/Conv.) tells you approximately how much, on average, each of your conversions is worth. Value/conv. = total value of your conversions ÷ total number of your conversions 7. Conversion value (Conv. Value) is the total value of all of your conversions; so the value of everything in your All Conversions column.

What is the minimum number of locations you can have to request for bulk verification?

What is a Floodlight Activity?

A Floodlight activity stores data recorded by a specific Floodlight tag and makes the data available within all Google Marketing Platform properties, such as Search Ads 360 and Campaign Manager. You can also use a Floolight activity to track offline actions, such as a purchase over the telephone by uploading offline conversions from a bulksheet or the Search Ads 360 API.

What is Conversion Measurement?

A conversion is an action you want your customers to take when they encounter your marketing message. The most obvious conversion is the purchase of a product, but your business may also need to identify more conversions for people who are at different stages of the customer journey. Within your Google Ads campaign, you can set up specific interactions that you'd consider to be valuable. You can then track how many of these valuable interactions your ad campaign is bringing you by setting up conversion measurement.

What's the difference between Tag Manager & Tag Manager 360?

Any change to your company's many digital properties could have a massive impact. So the advanced features of Tag Manager 360 help you to control who can change what on which properties to ensure everything proceeds according to plan.

Why do some properties have 360 in their names?

Because they are the enterprise versions of those properties, versus they free versions available to small businesses.

Why is important to prioritize mobile visibility for physical stores?

Because while 90% of retail sales still occur in physical stores, people turn to their smartphones to find stores that offer what they need, confirm availability in stock, check operating hours, and much more.

What is Brand Lift (Google product)?

Brand Lift is a Google product that can measure the direct impact your YouTube ads are having on perceptions and behaviors throughout the consumer journey. Within a matter of days, Brand Lift gives you continuous insight into how your ads are impacting the metrics that matter, including lifts in brand awareness, ad recall, consideration, favorability, purchase intent, and brand interest, as measured by organic search activity. You can easily optimize your campaigns mid-flight based on these near real-time results, broken out by demographics, frequency, and more. Brand Lift is for any advertiser that wants to prove the impact of media on their brand. It can also compare the impact on the brand with the impact from different ads. To measure moments along the consumer journey, including brand awareness, ad recall, consideration, favorability, and purchase intent, Brand Lift first isolates a randomized control group that isn't shown your ad and an exposed group that is. About a day after seeing (or not seeing) your ad, it delivers a one-question survey to both groups. Since the only effective difference between the two groups is whether they saw your ad, we can accurately determine the lift attributed to your campaign.

What is brand lift?

Brand lift is the impact your ads have on your customer's perceptions and behaviors.

What is brand strength?

Brand strength (also called brand equity) is a phrase used in the marketing industry that describes the value of having a well-known name (like Sony). The idea is that a well-known brand name can generate more revenue simply from brand recognition.

What are best practices for turning marketing insights into action?

Check your ads Before reducing investment in any channel as a result of underperformance, first examine whether the ads you displayed were sufficiently effective. Improvement in creative can lead to improved results from the channel. Try different approaches To improve your creative, always A/B test. A/B testing is when you experiment with two different ways of doing something and compare the results. Your ads may start with the creative team, but they also require a bit of math and data to confirm they're performing optimally. For best results, only compare ads that are: Used in identical ways On the same channels Directed at the same audience Confirm you have the right audience Make sure you're focusing on the right audience, especially at more advanced stages of the customer journey. Putting the right message in front of the wrong audience is never going to work! Showing an ad to an audience that isn't familiar with the brand and hasn't formed an opinion about it is unlikely to yield a strong result. Be smart with your money When making any changes in investment, reallocate conservative amounts of budget first, then assess whether this improves the overall profitability of your marketing. Making big shifts in your investments is risky. If you misinterpreted the insights and came to the wrong conclusion, it can lead to the wrong action and result in loss of revenue and profitability.

Why is attribution important?

Each step along the way deserves a little credit. Attribution is the secret sauce that gives you the critical insight you need into your customer's behavior. But for it to work properly, your ad platform (or marketing platform) must be told which actions are important to your business. These important actions are called conversions.

What are Measurement best practices for large businesses?

Clearly define your measurement owner. This ensures consistent measurement across all stages of the customer journey, channels, and teams. The role requires focus and coordination. In large, complex companies with multiple brands that also operate in several countries, there may be an entire organization dedicated to measurement. These organizations may have different names, but they share a common goal: to provide a holistic measurement of marketing effectiveness throughout the entire customer journey. Keep business impact in mind.The goal of marketing is to help brands grow, not amass ad impressions and engagements. Measuring the impact of marketing on business outcomes helps define it as a source of growth, not a cost center, and improves the quality of discussions with the CFO about the size of the marketing budget. Be relentlessly curious and passionate about the customer journey. Recognize that the world is not static and that the media landscape evolves all the time. Focus on objective-driven KPIs. This ensures that campaigns manage to deliver the greatest business outcomes. It's easy to get distracted by all the available data on an average digital campaign. Master multiple tools. Since there are multiple steps in an average customer journey, with each step corresponding to a unique expected outcome, they're measured by leveraging different tools. Develop strong data interpretation skills. Not all measurement owners are statisticians or engineers. Luckily, there are many partners available in the area of marketing analytics, with a best-in-class technical staff, which ensures the highest quality measurement. Good measurement owners are expert storytellers who can distill learnings from several tools into one compelling narrative that can be shared within the organization and influence decision-making. Have a learning mindset. In addition to driving strong results, marketers want to learn something new. Measurement is the key to this. Make measurement lead to action.The role of the measurement owner is to be a strategic advisor to the top decision-makers who command marketing budgets. Make measurement a habit.Measurement should be practiced by everyone, all the time. Only when these best practices are closely followed will your company truly be customer-centric and data driven.

What are conversions?

Conversions are the actions you want customers to take when they encounter your marketing messages. The most obvious conversion is usually the most lucrative action, such as a purchase or lead, but your business may also want to get the big picture by identifying other conversions that happen during the customer journey.

What are some of the types and levels of automation in media?

Creative assets Inventory (product feeds) Bidding Targeting Placements Measurement and attribution (automated bidding requires automated measurement) Reporting (dashboards, intelligent reports in Analytics)

What is Cross channel attribution?

Cross channel attribution includes all marketing touch points that result in a conversion action. These conversions could include, but are not limited to website visits, views, newsletters and purchases. Cross channel attribution is an advanced approach to customer measurement and is meant to give a full picture of the customer path to purchase. Cross channel attribution insights, unlike search attribution, are often used to influence budget decisions and channel investment rather than to optimize campaigns within a single channel. When done properly, this allows advertisers to be both more efficient and nimble with their marketing spend. Sophisticated algorithms (and machine learning) evaluate all the different paths to determine which touchpoints are the most influential. Factors such as the number of interactions, the order of exposure, and the creative assets used in each conversion path may be incorporated into your results.

Which property is the same for both the small business and enterprise versions of the Google Marketing Platform?

Data Studio

What is data-driven attribution?

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

What do you need in order to use attribution on Google Ads?

If you're using attribution through Google Ads, it's only available when you're tracking website, call, or imported conversions.

What are Floodlight Tags?

Floodlight is a system that Search Ads 360 and Campaign Manager use to track and report conversions. A Floodlight tag is an iframe or image tag that you install on a conversion page in the advertiser's site. When a customer lands on the conversion page, the tag sends data about the conversion to Search Ads 360 and Campaign Manager. The conversion data is stored in a Floodlight activity, which you can include in reports. An alternative to using a Floodlight tag is the global site tag with a Floodlight event snippet. The global site tag makes implementing Floodlight tracking easier.

What criteria is required to qualify for data-driven attribution?

For it to be available, you must have at least 15,000 clicks on Google Search, and a conversion action that has at least 600 conversions within 30 days.

When using Google My Business, on which two platforms will your business appear?

Google Search and Maps.

What's the difference between Surveys & Surveys 360?

Google Surveys 360 is currently available to researchers in the United States and Canada only. Also, you can achieve next-level scale - the Enterprise version of Google Marketing Platform allows you to conduct thousands of surveys and integrate those surveys with your Google Ads campaigns.

What are two ways to increase the profit of your company?

Improve margin or profit: This is great for companies looking to reduce costs and increase revenue. There's usually a trade-off, though. For example, some investments to reduce cost may not pay out for a few years, making the company less money in the short term, even though it'll be very profitable in the long term. Typically, established companies or those with smaller profit margins, like retail companies, prioritize this. Grow revenue: Companies often grow their revenue by either trying to increase the total number of sales at the same price or increasing the price — that is, revenue could go up, even if total sales don't. Increase volume: Companies who wish to increase volume will either decrease price to drive more sales or use various tactics to drive more demand. However, this might mean being less profitable in the short term.

What are Conversion Columns?

In Google Ads, the conversion columns report on how your campaigns are doing against your set goals. You can use the reported data to begin to modify your bid strategies to ensure your ads are driving maximum results.

What are Tags?

In marketing, "tags" are used to collect information about visitors to a website or app. The collected info is then sent to a marketing platform for aggregation and reporting.

What's the purpose of Data Studio?

It helps you make pretty charts. It takes raw data and transforms it into a more complete and meaningful picture. Data Studio turns your data into powerful building blocks for interactive, up-to-date and actionable dashboards, as well as engaging, highly targeted reports that inspire smarter business decisions.

What's the purpose of Search Ads 360?

It helps you supercharge your Search Ads. You can use Analytics 360 data to power your search campaigns and bid strategies, and use a single set of Floodlight tags to measure deduplicated conversions with Search Ads 360. You can get the insight you need to understand the customer journey, and make more informed decisions with robust reporting features, attribution tools, and third-party solutions. You can bring your data together with seamless integration, including the ability to upload offline conversions and cross-channel reporting. Lastly, you can respond in real time - by giving your search campaigns an edge with up-to-the-minute data, and improve the performance of your search campaigns with Smart Bidding.

What is the Marketing Mix Model?

It's a bit of a buzzword these days, but a marketing mix model (MMM) is not right for every business. It's particularly useful for companies that invest a significant amount of their marketing budget in offline media channels, or companies that sell predominantly through offline sales channels (brick-and-mortar stores). An MMM is typically done for a brand (for example, Oreo) or a group of brands in the same category (for example, snack foods). It incorporates all possible factors that could drive the brand's sales, including (but not limited to) media and marketing (for example, TV, radio, digital, outdoor advertising, emails, coupons), brand consideration, the economy, competitor actions, and even the weather. An advertiser will typically hire a third-party vendor to run an MMM, and a few advertisers run their own MMMs. They are expensive and take 12 to 20 weeks to run, so most advertisers only do it just once or twice a year. As technology and data improve, however, more advertisers are beginning to do quarterly updates or even monthly refreshes. Frequent updates to MMMs are a good thing, as long as the advertiser can make decisions about their media budgets with the same frequency. MMMs are the best available method for determining the amount of sales driven by each media channel. Most companies use the findings to support their strategic planning and budgeting. CMOs and other budget decision-makers look at the ROI of each media channel to determine the ones they should continue to invest in.

How do you add authorized users to your Google My Business account?

Just invite your desired users right from the Users menu and specify their role.

What's the difference between using a personal or business account to link your Google My Business acocunt to your Google Ads account?

Linking a personal account enables locations in all business accounts for use in Google Ads. Linking a single business account will only use locations from that account.

What is a Location Extension?

Location Extensions helps people find your locations by showing your ads along with your address, a map to your location, or the distance to your business. They display an extra line right within your ads, allowing customers to instantly get directions to the business and/or call directly from the ad.

What are the limitations of the MMM approach?

What is Google's four-step customer journey?

Make sure people see that your business, product, or service exists. Address all the people who match the desired customer profile based on their age, gender, interests, and behaviors. Lead people to think about or show interest in your brand. Address all the people who match the desired customer profile and have shown some interest in the advertised product or category. Get people to do something, like make a purchase. Address all the people who have shown a strong interest in the advertised brand or product. Make people care enough to purchase more or advocate for your business. Address current customers.

What do you do if you can't choose DDA?

Opt for a model that distributes the credit across multiple touchpoints, such as linear, time decay, or position-based.

How can you ensure success with automation?

Organizations need to break down data silos and ensure data quality. Automation relies on the quantity and quality of your data to train machine learning models. Connect the dots between marketing, sales, and CRM to have the richest data set to fuel your automated strategy Quality and quantity of data (user signals, audience, remarketing data, all the way to CRM integration with CLTV calculations) Instructions that are given to the system (best when informed by data-driven models rather than rules or assumptions) Testing and calibration Shift from controlling your media to training/coaching your tools

What is rules-based attribution?

Rules-based models apply static logic to assign a value to each touchpoint in a conversion path. These values are based on the relative importance of that step of the process. For example, a rules-based model may assign some value to the first interaction that introduces a customer to a brand, but assign a higher value to the final interaction that leads to the purchase.

What are the steps to setting up conversion tracking in Google Ads?

Step 1. Set up a conversion action in Google Ads to measure what you consider to be valuable customer actions. Step 2. Google Ads will give you a snippet of code, which is called a conversion tracking tag. Step 3. Add that conversion tracking tag to your website or app. Step 4. When a customer performs a conversion action(s), the tag will send data back to Google Ads.

What is Store Sales Direct (Google product)?

Store Sales Direct is a Google product that analyzes information about the share of store visitors who make a purchase. It also analyzes their average purchase value. With this information, it becomes possible to estimate an offline sales ROI. Coupling this with online performance results in an omnichannel ROI, and optimizing media marketing in response to this omnichannel ROI can fundamentally change media strategy and performance. Store Sales Direct is for brick-and-mortar retailers that collect shopper purchase data in a customer relationship management system (CRM). Store Sales Direct analyzes your CRM data to match Google Search ad clicks with offline purchases. This allows you to evaluate the effectiveness of your Search ads and provides insight to your advertising strategy. Should I use this or Store Visits? Marketers can use both solutions at the same time. It's important to note, however, that while they both provide valuable offline insights, they don't directly correlate.

What are Store Visits conversions (Google product)?

Store Visits is a Google product. If visits to your physical locations are important to your business — as they are for hotels, auto dealerships, restaurants, and retail stores — you can use conversion tracking to help you see how your ad clicks and viewable impressions influence store visits. You can also use Store Visits to understand your return on investment (ROI) and make more informed decisions about ad creatives, spend, bid strategies, and the other elements of your campaigns. Store visit conversions are only available to certain advertisers. For example, they aren't available to advertisers with sensitive location categories, such as healthcare, religion, adult content, and children. Store visit data is based on anonymous, aggregated statistics. Google Ads creates modeled numbers by using current and past data on the number of people who click or view your ads and later visit your store. Store visit data can't be tied to individual ad clicks, viewable impressions, or people. We use industry best practices to ensure the privacy of individual users.

What is effective frequency?

The effective frequency is the number of times a person must be exposed to an advertising message before they respond to it. It's easier to reach effective frequency faster when you use multiple channels rather than a single channel.

How do you know which media sales ROI measurement is right for you?

The right tools for measuring a media sales ROI will depend on the combination of media and sales channels that a company uses. (Refer to image).

What's the difference between metrics and KPIs?

The terms "metrics" and "KPIs" are often used interchangeably by marketers. In reality, they represent two completely different concepts. The reason for this confusion is that both KPIs and metrics refer to quantifiable measurements, but this is where the similarities stop and important distinctions begin. The term "KPI," by its definition, is a measure of success. The whole purpose of a KPI (what I've mostly been referring to as an objective) is that it's clear, measurable, and it has a defined time frame, something like, "increase T-shirt sales by 10% over the next six months." Metrics are useful, but they're not the thing you care most about. Another important distinction between objectives and metrics is that metrics are media-channel specific, while objectives should be media-channel agnostic. In other words, if two media channels (let's say YouTube and social media) are tasked with the same marketing objective (to drive awareness, for example), both channels should be evaluated on their impact on awareness.

What are the overall purpose of the two additional properties available in the enterprise version of the Google Marketing Platform?

They focus on advanced advertising solutions.

What's the purpose of Display & Video 360?

They help put all your ads in one location. Display & Video 360 integrates an Enterprise customer's advertising campaigns into Google Marketing Platform. This enables a streamlined experience that unifies communications and integrates advertising and Analytics in one place. With Display & Video 360, you can manage creative, analytics, TV, and digital teams with a single platform that brings everyone together to share insights, work more efficiently, and get closer to the data. You can also access premium ad inventory available exclusively for Enterprise customers.

What's the purpose of Surveys & Surveys 360?

They help you get customer feedback. Whether you're looking to test creative campaigns, collect important information, or gauge reactions to a recent event, consumer insights are critical. To remain relevant, your business needs quick, accurate insights from real people. Surveys is easy to use - design your survey, choose your audience, and review findings in a simple online interface. You only pay for completed surveys (pricing varies). You can survey people as they browse the internet and reward respondents with access to premium content or Google Play credit. You can automate analysis - Surveys automatically aggregates and analyzes the responses and presents findings in a simple shareable online interface.

What's the purpose of Tag Manager & Tag Manager 360?

They help you manage your marketing tags. Tag Manager helps you manage several marketing tags, including tags for ads, remarketing, analytics, social media, and site optimization. Tag Manager integrates all of your Google and third-party tags to help you have complete control over when and how your tags fire.

What's the purpose of Optimize & Optimize 360?

They help you optimize your website; by testing, improving, and personalizing it. You can test new ideas with the Optimize visual editor which allows you to create a new variant of a page without re-coding the website. You can achieve easy integration - because Optimize is natively integrated with Google Analytics. So tests are aligned with your business objectives. This ensures that any changes you make match your goals.

What's the purpose of Analytics & Analytics 360?

They help you understand your data. With Analytics, you can uncover the insights that drive real results. You can create basic reports that simplify the complex behaviors of your audience. You can also see your online conversions as well as integrate "offline" data such as customers who visit your physical stores. You can use the data to also get/ understand real-time metrics and customer lifetime value.

What is the common challenge with most ROI calculations?

They look at the value of channels in the short-term: a typical timeframe for ROI calculation is anywhere from several weeks to one year. Short-term view of ROI can be misleading. Imagine there are two shoppers using a baby apparel website. The first is a one-time visitor who buys a $500 gift for a baby shower. The second is a new mom who spends $100 each month on purchases for her baby. If you just looked at revenue, the first customer would appear to be worth more. But if you think about these people in terms of customer lifetime value (CLV), the relationship with the new mom could be worth more over time. A lot more. By looking at the lifetime value of customers that a brand acquired through various channels, it is possible to extend the horizon of the channel performance evaluation and have a more accurate view of performance. You should not make changes to your creative and branding until you know you're reaching the right customers—those that have the most high value for your brand. To do this, you need to truly understand who your audience is, and the best way of interacting with them. Today, it's the brands that are able to drive CLV for the right customers that will see long-term success.

Why is it not possible to calculate a total increase in brand awareness generated by a campaign that spans multiple media channels?

Why is testing and learning important?

Top marketers know this, and even if they have a set of preferred channels that are "regulars" in their media mix, they'll reserve a portion of their media budget to experiment with additional channels. Only then can they keep their knowledge of these channels fresh in their minds and know exactly what opportunities they can unlock for the brands they manage. Measurement is an essential part of experimentation with media channels. Without proper measurement, a marketer can't know whether the experiment was successful or whether the channel that's being tested offers similar or greater value than the channels typically used in the brand's media mix. Tapping into the fresh knowledge of an experimental channel's performance can help you evaluate whether these channels deserve a permanent spot in the brand's media mix. For instance, if you're not sure if an ad is performing well, cut it in a small geographic area to determine its overall impact on sales. If there was no negative impact to your overall numbers, you can start cutting it more broadly. The idea is to try to save some money on the poorest performing parts of your account without sacrificing overall volume

How long does it take for a bulk verification to be processed?

Up to a week.

If you want to communicate new specials or promotions, what Google My Business feature should you use?

With Google My Business you can add posts to your listing to let your customers know about special promotions or upcoming deals.

In terms of Conversion Measurement, what actions can be measured?

With conversion measurement, you can learn what actions users take once they engage with your brand. For example, you can learn what actions a customer takes while on your website, whether they download your app, or even whether they call your business. There are many helpful ways we can measure a customer's actions on a website.

Why is Conversion Measurement important?

Without information on how your customers interact with your business, it's difficult to measure success or improve your marketing strategy.

Can you connect your Google My Business account to Smart campaigns?

Yes.

What's the difference between Optimize and Optimize 360?

You can accomplish next-level scale - the Enterprise version of Optimize can help you conduct hundreds of complex experiments across dozens of digital properties.

How do you implement Tags?

You can embed the Tag Manager code into your properties, as well as add additional marketing tags without needing the assistance of a web development team.

If you have a lot of locations, or locations that frequently need updating, what can you do to make managing the data simpler?

You might want to consider connecting with a developer to take advantage of the Google My Business (GMB) application programming interface (API) and write applications that manage a Google My Business account and location data.

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