Google Ads - Measurement

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

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

To set up enhanced conversions for web, what should an advertiser do? An advertiser should go through Google Tag Manager, Google tag, or Google Ads API to set up enhanced conversions. An advertiser should go through Google Tag Assistant. An advertiser should go through Google Analytics Manager. An advertiser should go through the Google Ads API for enhanced conversions.

An advertiser should go through Google Tag Manager, Google tag, or Google Ads API to set up enhanced conversions.

As a marketer, in what way should you evaluate your campaign? By focusing on the worst-performing ads and reducing the frequency of that ad, then reevaluating. By checking whether the result of a specific objective exceeded or fell short of its goal. By checking whether all the budget was used for the campaign or not. By using lifetime value analysis to examine the impact to brand lift metrics.

By checking whether the result of a specific objective exceeded or fell short of its goal.

How would you turn marketing insights into action? By focusing on the right audience for the message shared in that stage of the buying journey. By increasing investment in an underperforming channel. By increasing the frequency of underperforming ad creatives. By shifting budgets from well-performing channels to underperforming channels.

By focusing on the right audience for the message shared in that stage of the buying journey.

The Recommendations page in your Google Ads account can help with campaign performance in which of the following two ways? Choose two. Select 2 Correct Responses By helping to maximize your budget as it improves bidding and keywords By increasing your budget if you select to auto apply to recommendations By increasing the amount of time and effort spent on optimizing campaigns By introducing you to new features and trends across Google

By helping to maximize your budget as it improves bidding and keywords By introducing you to new features and trends across Google

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

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

In what way can the power of Google's AI be beneficial to advertisers? By replacing the need for analytics solutions By reducing the volume of search conversions By optimizing performance in real time By minimizing marketing insights

By optimizing performance in real time

In what way does experimentation help achieve a best-in-class measurement approach? By providing a way to validate and test insights By driving a macro budget strategy By assisting in the collection of multiple data points By helping assign credit across touchpoints

By providing a way to validate and test insights

A marketing manager wants to try Maximize Conversions. How does this bidding strategy work? By aiming to achieve an average return on ad spend (ROAS) equal to a desired target. By being the safest bidding strategy for all business types to optimize their bidding. By automatically limiting conversions that don't align with a desired bidding strategy. By using machine learning to capture as many conversions as possible within a daily budget.

By using machine learning to capture as many conversions as possible within a daily budget.

What are three factors that influence conversion volume, along with conversion delay? Choose three. Select 3 Correct Responses Changes to default browser Changes to attribution model Changes in competition or seasonality Changes to discrepancy model Changes to ads

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

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

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

What metric tells you how often, on average, an ad click or other ad interaction leads to a conversion? Conversion rate Conversion value-per-click Conversion value-per-cost Cost-per-conversion

Conversion rate

In terms of advertising, what's attribution? Determining how much credit to award a client for their referral Determining the cost of each asset used in a marketing campaign Determining how much credit each step of a process should receive Determining how much cost each channel requires

Determining how much credit each step of a process should receive

A hungry customer is searching for a place to eat in Florence, Italy, where you happen to own a restaurant called Ristorante Abigaille. The customer performs each of these searches: "restaurant tuscany," "restaurant florence," "3 star restaurant florence," and "3 star restaurant abigaille florence," then finds your site by clicking on your ads. They make a reservation after selecting your ad that appeared following the "3 star restaurant abigaille florence" search. What keyword would receive credit for this conversion, if using the data-driven attribution model? The first keyword would receive 100% of the credit for the conversion, because the first keyword would be attributed with the conversion. Each keyword would receive credit for how much it contributed to the conversion, because the conversion would be attributed to each keyword proportionally.

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

A marketing strategist is interested in enhanced conversions for web. What description could their agency provide to explain this feature? Enhanced conversions for web uses third-party data to unlock more powerful bidding. Enhanced conversions for web uses hashed, first-party data to unlock more powerful bidding. Enhanced conversions for web uses Google Analytics to unlock more powerful bidding. Enhanced conversions for web uses third-party data to improve the accuracy of your conversion measurement.

Enhanced conversions for web uses hashed, first-party data to unlock more powerful bidding.

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

Frequency

A marketing manager is closely monitoring their data to see how effectively their ads are driving online sales and generating leads through sign-ups. When the marketing manager compares Google Ads data with their offline data, they see a difference in the number of sign-ups in Google Ads vs. their offline data source. Assuming everything is working as intended and the issue lies with when a conversion was counted, what's likely causing this data discrepancy? Google Ads reports views against the device type of the view that didn't lead to a conversion. Depending on the other data source, it might use the date/time of the conversion itself. Google Ads reports clicks against the date/time of the event that led to the conversion. Depending on the other data source, it might use the click of the conversion itself.

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

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

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

Enhanced conversions for leads can benefit an advertiser in what way? It can improve the measurement of online conversions. It can track sales and events that happen on a website. It can use third-party data to improve their offline lead measurement. It can track sales that happen off a website from website leads.

It can track sales that happen off a website from website leads.

How would you explain what a marketing mix model does? It provides an analysis that shows the impact of marketing on a brand's sales. It evaluates a customer's long-term marketing value to provide a more accurate view of performance. It uses conversion data to calculate the contribution of each interaction across the conversion path. It determines the impact of a specific variable on control and treatment groups.

It provides an analysis that shows the impact of marketing on a brand's sales.

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

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

In what way does Google's phone call conversion tracking feature track calls to an advertiser's account? It tracks calls via a dynamically created Google forwarding number. It tracks calls via the conversion name for the advertiser's store. It tracks calls via the assigned Google Click Identifier (GCLID) set up in the advertiser's account. It tracks calls via the phone number listed on the advertiser's official store website.

It tracks calls via a dynamically created Google forwarding number.

After setting up conversion tracking, you want to add a column for conversion value per cost. How would that be calculated? It would be calculated by dividing the total conversion value by the total cost of all ad interactions. It would be calculated by dividing the number in the conversions column by the total eligible interactions. It would be calculated by dividing the total cost by the number in the conversions column. It would be calculated by dividing the total conversion value by the number in the conversions column.

It would be calculated by dividing the total conversion value by the total cost of all ad interactions.

In the world of digital advertising, how would a tag be defined? It would be defined as a large snippet of code that's placed on the homepage of a website. It would be defined as a small snippet of code that's placed on every page of a website. It would be defined as a small snippet of code that's placed on the conversion page of a website. It would be defined as a large snippet of code that's placed on the conversion page of a website.

It would be defined as a small snippet of code that's placed on every page of a website.

On a website or app, what would Google Analytics 4 refer to as interactions? It would refer to incident. It would refer to conversion. It would refer to goal. It would refer to event.

It would refer to event.

What's a requirement for implementing sitewide tagging? Turn off auto-tagging in all your Google Ads accounts that are enabled for sitewide tagging. Make sure Google Click Identifier (GCLID) still works if using click trackers in the URL. Use just the image portion of the JavaScript. Make sure the tag still works by loading it within another tracking tag, like Floodlight.

Make sure Google Click Identifier (GCLID) still works if using click trackers in the URL.

What are the two types of optimization? Choose two. Select 2 Correct Responses Targeting optimization Bidding optimization Media mix optimization Channel optimization

Media mix optimization Channel optimization

After implementing conversion tracking for their website, a marketing manager is looking at the campaign report in their Google Ads account. They see that at least two of their ads got over 100 view-through conversions. What action could be called a view-through conversion? One in which a customer sees and interacts with the marketing manager's ad, but then doesn't complete a conversion on their site. One in which there are only conversions from browsers that don't allow cross-site cookies. One that's done in-store only and doesn't require the customer to have interacted with your ad. One in which a customer sees but doesn't interact with the marketing manager's ad, and then later completes a conversion on their site.

One in which a customer sees but doesn't interact with the marketing manager's ad, and then later completes a conversion on their site.

You imported Google Analytics conversions to Google Ads. What's a benefit of that action? Letting first-party data be sent from websites Linking accounts in Google Analytics without auto-tagging Viewing historical data from before the import Providing Google Ads access to data that helps optimize bids

Providing Google Ads access to data that helps optimize bids

Which of the following is the first step in setting up conversion tracking? Request a snippet of code from your web administrator and add it to your website for everyone you want to track. Modify the tag for your website or app after requesting it from your web administrator. Add a conversion tracking tag to your website or app after modifying it in Google Ads. Set up a conversion action in Google Ads to measure what you consider to be valuable consumer actions.

Set up a conversion action in Google Ads to measure what you consider to be valuable consumer actions.

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

Tag Assistant could troubleshoot unverified conversion actions.

Which of the following is an example of a Smart Bidding strategy? Manual CPC Target CPA Viewable CPM Enhanced impressions

Target CPA

If an ad campaign is optimized by Google's AI, what's happening? The campaign is using data-driven attribution to automate tasks. The process has all the necessary data. The campaign is using basic tasks, then software, to automate those tasks, and the process has all the necessary data. The campaign is using AI and machine learning technology to predict what will achieve the best conversion outcomes to optimize bidding, creative, etc. The campaign is using rules-based attribution and software to achieve desired AI-friendly outcomes to influence the process and avoid optimizing for those outcomes.

The campaign is using AI and machine learning technology to predict what will achieve the best conversion outcomes to optimize bidding, creative, etc.

What report can help show the duration between a user's first exposure and their subsequent conversion? The navigation report The time lag report The change history report The seasonality report

The time lag report

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

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

How are incrementality experiments different from A/B experiments? They typically require a smaller sample size and less sophisticated statistical analysis. They measure the relative effectiveness of different versions of a marketing campaign. They determine the impact of ads on a consumer's decision to convert or not. They both require a holdback group to determine which version of an ad performs better.

They determine the impact of ads on a consumer's decision to convert or not.

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

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

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

They should use a marketing mix model.

A marketer wants to know what keyword match type gives Smart Bidding the most data and flexibility to compete in the right auctions. Which of the following keyword match types would they choose? They'd choose phrase match. They'd choose negative match. They'd choose exact match. They'd choose broad match.

They'd choose broad match.

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

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

Which of the following can be used to describe enhanced conversions for leads? Uses third-party data Requires Google Click Identifier (GCLID) storage Requires customer relationship management (CRM) system modification. Uses hashed, first-party data

Uses hashed, first-party data

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

You should add more negative keywords.

What should you do to set up the value of an online conversion action? You should assign the value as $20, if the average value of a lead is $20. You should assign the value as $200, if the average value of a lead is $20. You should always set the value as $0, regardless of the value of the lead. You should always set the value as $1, regardless of the value of the lead.

You should assign the value as $20, if the average value of a lead is $20.

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

You should use Google Analytics 4.

You're a marketer looking to track product newsletter sing-ups on your website. What type of conversion action should you use? You should use lead. You should use pageview. You should use purchase. You should use app installs.

You should use lead.

If you want to know how well your Google Ads account will perform, what estimate should you use? You should use attribution score. You should use recommendation score. You should use quality score. You should use optimization score.

You should use optimization score.

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

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

A potential customer is expressing interest in buying a new car. How would you know if this customer is in the awareness stage of their car-buying journey? You'd know because they viewed an online advertisement for a car. You'd know because they filled out an email subscription form. You'd know because they called to ask about a test-drive. You'd know because they recommended the car on social media.

You'd know because they viewed an online advertisement for a car.

To describe Google Tag Manager, what two capabilities would you choose? Choose two. Select 2 Correct Responses You'd say it can only be used to deploy and modify third-party tags. You'd say it has collaboration and versioning capabilities. You'd say it allows you to quickly and easily update tags on your website or mobile app from a web interface. You'd say it's a JavaScript framework that's used to add Google tags directly to web pages.

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

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

You'd use the attribution report.