MKTG 3690

If using Google Tag Manager, which of the following sitewide tagging solutions would be used to measure conversions?

Add on the conversion linker tag to Google Tag Manager.

How are optimization score suggestions ordered on your Google Ads Recommendations page? By least impactful optimization By most impactful optimization Alphabetically Randomly

By most impactful optimization

What is a media channel? (select the best answer)

A specific medium that's used to reach an intended audience

How can optimization score help you enhance your advertising campaigns? By providing real-time estimates of how your accounts and campaigns are performing By giving recommendations customized to your account's performance By generating recommendations across your accounts and campaigns All of the above

All of the above

Which two of the following statements are true about Attribution reports? (select all that apply) App conversions and store visits are not included in Attribution reports. Attribution reports can help you estimate how changes to your attribution model might impact conversion reporting. Attribution reports can help you evaluate and optimize performance after you've changed your attribution model. App conversions and store visits are included in Attribution reports.

App conversions and store visits are not included in Attribution reports. Attribution reports can help you estimate how changes to your attribution model might impact conversion reporting.

Hiroko is running a Search campaign for a couple of months and would like to make some improvements. Identify three ways that she can optimize her campaign after assessing performance. (select all answers that apply)

Assess which audience targeting is performing best and double down Turn on automated bidding Remove poorly performing creative and test out new creative

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

Auction-time bidding

A company that designs coffee mugs wants to see which of their video creatives makes viewers remember their brand best. Which of the following Google tool can they use to find out?

Brand Lift

Many customer journeys begin with an awareness of a brand and end with a repeat buyer. Choose the marketing objectives of the customer journey below in the correct order.

Build awareness > Influence consideration > Drive purchases > Grow loyalty

Once Hiroko successfully started recording conversions, she's able to navigate to the Campaigns report and view the data shown below. It seemed confusing at first. She couldn't understand the difference between the data in the columns. Can you identify what each of these highlighted columns report? (select all that apply)

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. 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.

If an advertiser doesn't want to add remarketing tags to a website, why would Customer Match be a good fit for them?

Customer Match relies on your own data instead of a remarketing tag.

Which of the following attribution models uses machine learning to evaluate individual customer paths?

Data-driven

Which three of the following are good measurement habits for any individual or company? (select all answers that apply)

Encourage learning from failure Bring data to all of your meetings Run tests continuously

Choose which conversion count option would allow you to measure and improve your sales.

Every

True/False: Google does not allow you to track phone calls that were generated from your Google Ads? True

False

Which of the following two conversion tracking options are available when setting up in-app conversion tracking? (select all that apply)

Firebase Google Play

A candle company is writing copy for a new Display ad. They want to use it to influence consideration for their product. What should they do with their creative?

Focus on brand attributes or product value proposition

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

Include in Conversions setting

What are the benefits of Optimization Score? (select all that apply) Instant Customized Scalable

Instant Customized Scalable

Which two of the following statements are true about conversion tracking? (select all that apply) It can track ad interactions and identify the ads most valuable to your business. Budgets automatically get shifted to the most productive ads. An extra snippet of code needs to be added to Google Ads to help track user interactions with your site. The best performing ads provide insight into creating new and improved creatives.

It can track ad interactions and identify the ads most valuable to your business. The best performing ads provide insight into creating new and improved creatives.

What's the main goal of the Google Ads Performance Planner tool? It helps you choose your future bid strategy. It helps you forecast and determine your budgets, while also improving your return on investment. It helps you forecast what your minimum budget should be across campaigns. It helps you forecast and guarantee a return on investment based on future budgets.

It helps you forecast and determine your budgets, while also improving your return on investment.

Which of the following three aspects are needed when writing a strong key performance indicator (KPI)? (select the best answers)

It is clear It is measurable It has a defined timeframe

Which of the following can be customized with audience signals to make Search campaigns more efficient?

Keywords

What are some of the benefits of leveraging Google Ads automated bidding strategies? (select all that apply) Manual control Machine learning Auction-time bidding

Machine learning Auction-time bidding

Which of the following are components of Performance Planner's forecast methodology? (select all that apply) Machine learning Validation Simulation Forecasting

Machine learning Validation Simulation Forecasting

Hiroko has reviewed all of the available automated bidding strategies,. Which one should she choose, if she's focused on conversions to increase online bicycle sales within her budget?

Maximize conversions

How often should you repeat the budget planning process? Monthly Daily Annually Weekly

Monthly

Examples of traditional media channels include: (select all that apply)

Newspapers Outdoor advertising Television stations Radio station

With conversion measurement, what actions can be measured through Google Ads? (select all that apply) Pageview Billboard view Sign-up Purchase Lead/Form Submission

Pageview Sign-up Purchase Lead/Form Submission

Which of the following factors wouldn't change an account's optimization score? Shifts in spend mix Changes in auction dynamics Renaming campaigns Changes in tracked conversions

Renaming campaigns

Jane clicks on a Search ad for lipstick then buys it online three days later by clicking on a Facebook ad. On which day would Google Ads credit the conversion? The day the ad is clicked The day the purchase is made 24 hours after the purchase, to ensure payment is processed Never, since the last interaction was with Facebook

The day the ad is clicked

The attribution models that Google allows you to apply are: (select all that apply)

Time decay Position-based Linear Data-driven First Click Last Interaction

True/False: A conversion is an action you want your customers to take when they encounter your marketing message — for example, your online ad.

True

True/False: Affinity Audiences allows advertisers to reach people who're actively researching and intending to buy the products or services they offer.

True

True/False: Audience solutions allow you to create audience lists to layer on your ad groups, combining intent and insights to send the right message to the right customer with the right bid?

True

True/False: For video campaigns, the last impression of a video ad will get credit for the view-through conversion.

True

True/False: It is possible to setup "Remarketing" campaigns on the Google Search Network using Remarketing Lists for Search Ads (RLSA)?

True

True/False: It's best practice to separate campaigns with different marketing objectives into different Performance Planner plans, so that spend is not reallocated between two different marketing budgets or objectives

True

True/False: Optimization Score is made up of over 50 recommendations to optimize Search campaigns.

True

True/False: When using performance planner, you should create separate plans for each marketing objective?

True

Which three of the following actions can improve your conversion rate? (select all that apply) Don't use negative keywords. Use specific keywords for better conversion rates. Use negative keywords to further refine audience traffic. Use the Search Terms report to reach the right customers.

Use specific keywords for better conversion rates. Use negative keywords to further refine audience traffic. Use the Search Terms report to reach the right customers.

Examples of online media channels include: (select all that apply)

Video (online) Search engines Social media Display (ads on websites) Email (for example, newsletters)

Jason is running a video campaign and realizes that while his overall views are high, his engagement rates are low. Which three of the following questions could he ask to investigate? (select all answers that apply)

Were there any possible executional missteps? Was the creative effective in getting attention and highlighting the brand? Was the right audience targeted?