Google Training
The three main factors that determine the quality of an ad
1. Expected clickthrough rate 2. Ad landing page experience 3. Ad relevance
A remarketing list must have at least ----- users on it before it can be used.
1,000
Campaign Manager account structure
Account Advertiser Campaigns Site Placement Ad Creative
Setting up offline conversions requires using a
GCLID or Google Click Identifier,
Which type of ad format matches the look and feel of a publisher's site/app? Select the best answer. Data-driven creative Storytelling Native ads Parallax
Native Ads
Viewability data
Report if customers viewed or did not view specific ads based on established viewability logic (for smaller ads, at least 50% of ad visible for at least one second; for larger ads, at least 30% of ad visible for at least one second).
Search campaign marketing goals can be set to 3 different options including:
Sales, Leads, or Website Traffic. (Display, Video, and App campaigns have additional goals to choose from.)
Why YouTube for driving action?
Scale, Attention, Action, Intent
What is the key value proposition of Google Search campaigns?
Show your ads when people are searching for yourproduct or service
There are two types of Display campaigns:
Standard Display campaigns and Smart Display campaigns.
Interstitials are built on
Studio Google Web Designer Google Ads Hand code
T/F The link in the sitelink can't be the same as the headline links.
T
There are two types of bidding available for TrueView for action to help drive conversions:
Target cost-per-acquisition (tCPA) and maximum conversions
How Campaign Manager makes it easy
Targeting, Reporting, Packaging, Trafficking creatives
What makes up your Campaign Manager account?
The advertisers, sites, campaigns, and user profile
Why do search ad extensions matter?
They increase engagement and influence ad quality.
The Integration Center is
a one-stop shop for linking accounts. You can link Analytics 360 and Search Ads 360 data to Campaign Manager, or link Optimize to Analytics 360 to assist with A/B testing.
Companion creatives are
a part of VAST tags that can appear alongside a publisher's video player, companions are not required.
TrueView for action allows
advertisers to convert attention and intent of YouTube users into action.
The Floodlight Basic report gives you
all you need to know about your conversions, which you can compare against placements and publisher sites. This is also the only place you can retrieve your custom Floodlight variables data, if you opted to collect this in your Floodlight tag.
Google My Business (API)
application programming interface
You've created an online video campaign to promote your new mobile app. Where should you place your ads?
before a youtube video, on a prominent blog, and during a live streaming video
There are three main types of creatives:
display (images and animated GIFs), rich media (interactive ads), and in-stream video.
Advertising and Analytics gives you
easy access to all free and enterprise products within Google Marketing Platform.
The Video masthead
enables you to showcase your brand on a beautiful video canvas at scale, across all devices, at the top slot of the home feed.
Similar Audiences for Search helps you
find new customers that share the behaviors and characteristics of your remarketing audience segments.
Affinity Audiences aggregates people who
have demonstrated a strong interest in a given topic.
2 kinds of uploaded ads
image and AMPHTML ads
What is Think With Google?
is a collection of our platforms' best digital campaigns. It's your one-stop-shop for trendspotting, nowcasting, and deep audience insights. Browse case studies to supercharge your creative process.
The Google My Business messaging feature setup
is quick and easy. Simply select the Messaging card from the Google My Business Home menu and type in your mobile phone number.
Bid Limit
is the most that you'll pay per click for ads in an ad group, and your
Detailed Demographics allows advertisers to reach people based on advanced demographic criteria
like marital status, education, parenting stage, and homeownership.
With Google Tag Manager, you can
manage and update tags quickly and make more-informed decisions faster without using any code.
Today more than half of YouTube views come from
mobile devices
TrueView for reach
optimizes for highly efficient reach and is bought on target CPM, using a skippable in-stream format.
verify your listing by
phone, email, postcard and entering a code
Google Ads built around three principles
relevance, control, and results
Three audience solutions that allow marketers to use their first-party data are:
remarketing, Customer Match, and Similar Audiences.
Engage with customers using GMB by
respond to reviews, communicate with customers, get calls and direction requests from customers, let customers make bookings right from the listings
Outstream video ads
run outside of a video stream, such as within a news article or before a mobile game, to extend the reach of your video campaigns beyond YouTube.
Expanding formats
start as one size within a standard ad placement on a web page and then can expand over the page's content when a user interacts with it.
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
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 was clicked
Once you've set up conversion actions,
the next step is to set up conversion tracking tags for your business.
Recently Viewed displays
the products and accounts that you've — you guessed it — recently viewed.
Use Custom Affinity
to develop a unique audience to deliver a niche message to, at scale.
Customer Match allows you
to upload your own data into Google Ads and reach custom segments across devices. Find your loyal customers, exclude your current customers, and expand to reach those that resemble your customers.
The way Customer Match works is simple 3 steps...
upload data, match the data, then create audience lists.
What are merchant-hosted local storefronts?
websites hosted by the merchant and not by google??
Examples of Remarketing Lists
"Visited her site in past 28 days but didn't convert" "Visited her site in past 7 days but didn't convert" "Added an item to the shopping basket but didn't convert" "Reached "Thank You" page (converted)"
YouTube __________ are the engine of the YouTube ecosystem.
Creators. Creators are critical to the overall success of YouTube because they:
What video approach goes with TrueView discovery?
CPV
What video approach goes with TrueView in-stream?
CPV
The direct shot
Stick to one concept, but slightly tweak the video based on the viewer's context. Is your viewer about to watch a football highlights video? Add an athletic twist.
When starting out with TrueView for action, use ______________ audiences first. It provides a nice balance between intent and scale and drives the best performance.
Custom Intent
Advertisers only pay when they actually receive a click on their ad; their order isn't just based on bids. Why?
We want to show more useful ads in a higher position on the search results page. Find out which factors help determine the quality of an ad.
Which of the following platforms would you use to build a custom format for data-driven creative? Select the best answer. Google Analytics Display & Video 360 Tag Manager 360 Google Web Designer
Google Web Designer
Where expanding ads are built:
Google Web Designer Studio Hand code
What's a Standard Display campaign?
If you're looking for full control over all aspects of your Display campaign, then a Standard Display campaign is right for you. You can manually select your targeting, bidding, and ad formats.
Tease, amplify, echo
Tease your audience with short ads, amplify your message with long-form ads for incremental reach and impact, and echo your message to spur action.
____________ setting indicates where you want your ad to appear, based on the campaign type you select.
The Network
When Campaign Manager picks an ad, which setting does it look at first? Select all that apply. Run dates Targeting Frequency capping The ad's priority
The ad's priority
YouTube Masthead ads
This runs the full width of the YouTube homepage below the navigation bar for 24 hours. They can also be expandable.
True or false? Shopping campaigns can help promote online and local inventory.
True
Optimizing A Campaign
Device Targeting, Locations and Languages Targeting, Bidding and Budget Settings, Ad Extensions
Test variations of your sites and apps with
Optimize
5 verification reports
Active Content Geo Tags Video
You want your customers to know about a back-to-school special you're offering through your salon. How can you use Google My Business to let them know about it?
Add a new post
Goal: Track calls from ads Tracking Method:
Add call extension to your Google ad
Which targeting option is best for achieving brand awareness?
Affinity
What if someone has already claimed my business?
Don't panic! If someone in your organization has already claimed the business, it's possible to add more users to that account. 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.
What is Quality Score?
Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher-quality ads can lead to lower prices and better ad positions. Quality score is composed of expected clickthrough rate, ad relevance, and landing page experience.
Which is the following is not a component of Google Display ads' value proposition? Intent, Search, Machine Learning, Performance
Search
Products of Google Marketing Platform
Search Ads 360 Tag Manager 360 Analytics 360 Data Studio Optimize 360 Studio Campaign Manager Display & Video 360
Search
Search ads appear next to Google search results and on other Google partner sites, like YouTube, when people look for businesses like yours. With a Search campaign, you can make sure potential customers notice your brand, consider your products, and take action.
Goal: Track calls to a phone number on a website Tracking Method:
Use a Google forwarding number
Enhanced CPC
Automatically adjusts your manual bid up or down based on each click's likelihood to result in a conversion
Target ROAS
Automatically sets bids to help get as much conversion value as possible at the target return on ad spend you set
Which of the following is not an example of Detailed Demographics? Parenting stages Homeownership status Car ownership status Marital status
Car ownership status
True or false? Shopping ads use product data to determine how and where to show ads.
True
What is TrueView?
TrueView is our skippable in-stream ad format that allows users to choose to engage with the video. A video ad plays before, during, or after other videos, and after five seconds the viewer has an option to skip the ad.
Challenge: Increase profitability
Solution: Accelerate You can accelerate your business by turning data from a challenge into the foundation of everything you do, from powering personalized experiences to making better business decisions.
Challenge: Increase sales
Solution: Drive Action Here are ways to create a seamless experience to drive action: Offer an easy checkout process Save cart items for purchase at a later time Enable quick mobile site speed Provide relevant and up-to-date information, such as store address, hours, locations, and in-stock products Let shoppers buy online and pick up in store
How to Setup Conversion Tracking
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.
Offline conversion tracking involves several steps. Name the 4.
Step 1: Setting up an offline conversion action Step 2: Enabling your website and lead tracking system Step 3: Preparing your data for import Step 4: Importing conversions
How to control which searches prompt your ads
Step 1: Think like your customer Step 2: Think about your business goals Step 3: Get Google to do it for you
Difference between structured snippets vs. callout extensions?
Structured snippets highlight specific aspects of the products or services offered, while callouts highlight what makes a whole business unique.
Which two of the following statements are true about conversion tracking? The best performing ads provide insight into creating new and improved creatives. 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. It can track ad interactions and identify the ads most valuable to your business.
The best performing ads provide insight into creating new and improved creatives. It can track ad interactions and identify the ads most valuable to your business.
Creatives
The creatives within default ads should always be generic, so they can show to users in different locations, at different times, and still feel relevant. For example, you wouldn't want a creative mentioning a specific deal for your London, United Kingdom audience to show to your customers in Buenos Aires, Agentina. That's the point of having a default ad!
What does a placement specify? Select the best answer. The creative type The click-through URL The dimensions and run dates of the ad slot The look and feel of the advertisement
The dimensions and run dates of the ad slot
Getting back to your campaign for the pop-up store at the beginning of this course, what might the default ad's creative for this campaign include? Select the best answer. The hours of the pop-up shop. The location of the pop-up shop. The name of the company. All of the above.
The name of the company. The default ad's creative might show the name of the company. The creatives within default ads should always be generic, so they can show to users in different locations, at different times, and still feel relevant
What do you use 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
Pushdown ads
These expand when the viewer interacts with the ad and pushes the page content downwards — creating a completely new space at the top for the advertiser to invite viewers.
You have a store code for each of your locations in Google My Business. What's its purpose?
To serve as a unique identifier, so changes are applied accurately in your account
A business called KidApparel wants their ads to direct mobile users to install their app and desktop users to visit their website. How would they accomplish this in Campaign Manager? Select the best answer. Traffic two ads under one placement and use targeting to direct each user to the correct ad Traffic a single ad and let the users direct themselves Use HTML5 Traffic a single ad directing mobile users to install the app; the desktop ad is generated automatically
Traffic two ads under one placement and use targeting to direct each user to the correct ad
True or False: Your campaign's ads are eligible to show to customers located in, or who show interest in, a geographic location.
True
Store visits for TrueView for action can come from two different events:
Users who have clicked on an element of the ad and enter a store within 30 days Users who have watched 10 seconds of the ad and visit the store within 30 days
Creative Customization
What Reach different audience segments with unique messaging that will resonate best with them. Using Google Audiences, you can tailor your ad creatives based on the user. How You can build ad groups catering to specific audience lists and create bespoke text ads for those groups of people. For example, using Customer Match, you can create an ad that will show only to people who have signed up to your mailing list, offering them a discount for returning to your site. Why you should care The more relevant your ads, the better the user experience for your customers, leading to a higher click-through rate and better campaign performance! For example, using Remarketing Lists for Search Ads, you can create an ad that's relevant for new customers and only show it to them (by excluding all the people who've already visited your site in the past year).
Sign-up:
Whether someone signs up for a subscription or email newsletter
Lead:
Whether someone submits a form with their contact information or to ask a question
Parallax is
a beautiful, immersive high-impact display format designed for mobile web and built in Google Web Designer. It creates a unique perception that different components are layered at different depths. The ad is revealed in its entirety as a user scrolls their phone.
Native ads
are flexible, component-based ads that enable a single set of creative assets to be configured to fit the form and function of the displaying site or app. Where they're built: Display & Video 360
ABCD
attract (attention) brand (how does your brand fit) connect (humor works well) direct (clear about what you want someone to do)
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
TrueView video ads
give YouTube viewers the ability to choose which video ads they want to watch and when — meaning advertisers don't pay for unwanted views. TrueView in-stream ads let viewers skip after five seconds. Video discovery ads let viewers click and watch while browsing related content. Where they're built: Display & Video 360 Google Ads
Cost per Conversion (Cost/Conv.)
gives you an average of how much your conversions have cost. Cost/conv. = total cost ÷ conversions
Custom Intent audiences allows advertisers to reach users on YouTube that were previously searching for particular queries across which of the following properties?
google search
Remarketing Lists for Search Ads (RLSA) help you reach people who
have engaged with your website or YouTube channel in the past.
What do Location Extensions do?
help 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.
Google Customer Reviews
is a free program that lets you collect feedback from people who've made a purchase on your site. Ratings from Google Customer Reviews apply to your seller ratings eligibility. Seller ratings appear on Search ads, in Shopping ads, and on an optional badge that can be displayed on your site.
Conversion value (Conv. Value)
is the total value of all of your conversions; so the value of everything in your All Conversions column.
Shopping campaigns
offer a simple and flexible way to organize your product inventory and manage your Shopping ads to promote products
The masthead runs
on the YouTube homepage and home feed — a marquee placement. (CPD or CPM)
Outstream video ads run where?
outside of a video stream, such as within a news article or before a mobile game, to drive more incremental reach at a cost-efficient price through GVP.
Remarketing Lists for Search Ads can help you
reach those who were your customers in the past (those who've gotten to your website's thank-you page).
Here are some additional factors that you should check while budget planning:
seasonality, market share, growth
GMB posts last for
seven days
Product Ratings
show star ratings on Shopping ads and, in some instances, on product listings on Google. These ratings help people with their purchase decisions, driving more qualified shoppers to your product pages. Product Ratings appear as a 1-5 star rating system and as a count of total reviews. These star ratings represent aggregated rating and review data for the product, compiled from multiple sources that include retailers, third-party reviews aggregators, editorial sites, and consumers.
Conversion 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.
Budget
the average amount that you're comfortable spending each day on your campaign
In the Content section
the content that appears alongside your ad tag is analyzed by Google classification technology and labelled with: Digital content labels Labelled similar to movie ratings: DL-G, DL-PG, DL-T, DL-MA In this scale, G is suitable for all audiences, MA is mature only
Affinity reaches people based on
their lifestyle, interests, and consumption habits.
it's best to create ad groups around
themes or products
True or false? Custom Intent audiences can help advertisers reach people who recently searched for their product on Google.com.
true
Data Studio
turns your data into powerful building blocks for interactive dashboards and engaging reports that inspire smarter business decisions.
YouTube has over ______________ monthly logged-in users.
two billion
Your customer relationship management (CRM) data can help you understand the types of people
who have a relationship with your brand, and you can use insights from your data to address your marketing challenges.
global site tag
(gtag.js)
Current Available Affinity Audiences:
Banking and Finance Beauty and Wellness Food and Dining Home and Garden Lifestyle and Hobbies Media and Entertainment News and Politics Shoppers Sport and Fitness Technology Travel Vehicles and Transportation
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.
How does Campaign Manager track conversion activities on an advertiser's site? Select the best answer. Remarketing tags Floodlight tags 1x1 impression trackers Ad tags
Floodlight tags
Where Banner Ads are built?
Google Web Designer Studio Display & Video 360 Google Ads Hand code
Content labels and classifiers
Track when ads serve or are blocked near certain types of content using a movie-like rating system. Choose to monitor or block ads served near types of content using standard classifiers, or add your own custom classifiers.
Purchase:
Whether someone purchases a product or service
If using Google Tag Manager, which of the following sitewide tagging solutions would be used to measure conversions? -Install gtag.js tags. -Sitewide tagging is already in place, so no action is needed. -Add on the conversion linker tag to Google Tag Manager. -Link Google Ads and Google Analytics accounts.
-Add on the conversion linker tag to Google Tag Manager.
Some of the most used companion sizes are
300x250, 300x60, and 728x90
Viewers can skip a TrueView in-stream ad after how many seconds?
5
Optimization Score is made up of over
50 recommendations to optimize Search campaigns.
Creative quality is how much% responsible for campaign success or failure in terms of brand awareness, recall, and purchase intent ?
50-75
Up to how many characters can each description field have?
90 characters
What is a tag?
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.
Google Merchant Center
A tool that helps advertisers upload product listings and feeds to be used for Google Shopping, Google Product Ads, and Google Commerce Search.
To promote your company's new designer jeans line, you're preparing to launch a Video campaign across several major streaming platforms. Which of the following specifications should you confirm with your publishers?
Acceptable VAST versions are a specification you should confirm when launching your campaign. Required media asset files (including companions) are a specification you should confirm when launching your campaign. Video targeting restrictions are a specification you should confirm when launching your campaign. For your video assets, you'll want to confirm properties like file format, size, and resolution.
Negative Keywords
Adding a minus sign in front of the keyword scooter makes it a negative keyword (-scooter). This means ads won't show if someone includes that negative keyword in their search.
Target CPA
Automatically sets bids to help you increase conversions while reaching your average cost-per-acquisition goal
Considerations for creative effectiveness
Branding: Ads that include the product on-screen had higher ad recall. Audio: Stronger brand response is found from ads that are audible and viewable, compared to ads that are viewable only. Breaking down the fourth wall: Ads with a person speaking directly to camera had higher ad recall. Supers and voiceovers: Some care must be exercised in how information is communicated in such a short time. Text slides, subtitles, and other supers are associated with lower brand awareness. Voiceovers are also associated with lower brand awareness.
How are optimization score suggestions ordered on your Google Ads Recommendations page?
By most impactful optimization starting at the top
3 ways 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
TrueView in-stream is billed by
CPV at the 30-second mark.
Spam filtering and fraud detection
Conduct proactive filtering in Display & Video 360, while Campaign Manager protects advertising budgets from fraudulent impressions.
Available mobile targeting options include:
Connection type: Broadband/Wi-Fi vs. mobile carrier Mobile carrier Platform type: Smartphone, tablet, and feature phone Operating system: Android, Apple iOS, Blackberry, Palm webOS, and Windows phone Browser: Android, Safari iPad, Safari iPhone, Google Chrome, and Microsoft Internet Explorer
Example of building a custom affinity audience
Consumers that love movies ... Look up the closest movie theaters Read movie review sites Use movie ticket apps Do all this in the same week
Keyword Expansion
Creative customization What Expand your keyword set to larger set terms and more broad terms. Engage the mid- and upper funnel for greater reach. How Create ad groups that target generic keywords and only show ads to certain audiences. Bidding for generic keywords can be costly, as it's not always a given that people searching for those terms are in the market for your product. Why you should care For example, people searching for the term "commute options" might not be looking for bicycles and aren't relevant customers for a bike shop. You may decide to create an ad group that targets generic terms like "commute" and only have your ads shown to people that have been added to an in-market list for "Autos & Vehicles > Vehicles (Other) > Bicycles & Accessories," increasing the relevancy of your ad.
You want to reach people who are searching for content about the Manchester United Football Club. Which audience solution should you use? Custom Affinity Customer Match Detailed Demographics Affinity
Custom Affinity
Which targeting option is best for influencing consideration?
Custom Intent
These ads find your highest-intent audiences in their moments of decision-making, and make it easier for them to take meaningful actions that you can measure.
Drive online actions with YouTube.
Callout extensions are short snippets of text and can serve multiple marketing objectives. Example:
Drive store sales: Free pickup in store; no lines at checkout Online conversions: 365-day returns; free shipping over $25; 24/7 customer service Brand awareness: Zero-waste policy; organic material only
What are Dynamic Search Ads?
Dynamic Search Ads can help you increase the reach of your Search campaigns. Instead of creating an ad for each page on your site and adding keywords for each of those ads, Dynamic Search Ads uses Google's understanding of your site to customize and target your ads.
How do Showcase Shopping ads work?
For broad queries, Showcase Shopping ads appear as collapsed ads. When a shopper taps on a collapsed ad, it expands to reveal more information about the brand by featuring a preview of products.
Attribution Differences
For example, 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.
Which of the following statements is true about Google Marketing Platform? Select all that apply. It helps you collaborate with media and marketing teams. It helps you identify intent signals and the most valuable audiences. It helps you deliver faster, smarter marketing via built-in intelligence. It helps you understand your customers.
It helps you collaborate with media and marketing teams. It helps you identify intent signals and the most valuable audiences. It helps you deliver faster, smarter marketing via built-in intelligence. It helps you understand your customers.
Verification issues
Location not open yet, wrong business name (needs to reflect the public eye), and multiple places in one location
Consideration-focused bidding strategy
Maximize clicks. Goal is to get clicks. Use this when/if: -Budget-constrained campaigns focused on driving clicks -Drive more click volume -Maximize traffic when extra budget is received -Upper funnel keywords that have high assist value in conversion
Custom Affinity
Niche user groups that deliver substantive reach Unique audiences created from keywords, URLs, inputs from apps, and map locations Example: Movie trailers for people that love similar films
Data-driven creative (DDC) allows advertisers to personalize creative based on audience and contextual signals in real time, at scale. Three prebuilt dynamic formats exist within Display & Video 360:
Panorama, Cue Cards, and Blank Slate.
How do I see and implement these recommended changes from Performance Planner?
Performance Planner provides a CSV download with the recommended bid scaling, Target CPA, Target ROAS, and average daily budget amounts. You can manually apply these suggestions through the Google Ads campaign management interface, or you can download a Google Ads Editor file and upload to Google Ads Editor to see and action the recommended changes.
Dynamic Creative is Google's most powerful data-driven creative offering, a tightly integrated suite of products that help advertisers:
Serve highly relevant ads to precise audience segments Replace multiple creatives with one that's easy to tailor to different audiences
Shopping
Shopping ads appear on Google Shopping next to search results and near text and responsive ads. Shopping ads promote your products by giving consumers detailed information about what you're selling before they even select your ad. Use a Shopping campaign to advertise your online and local inventory, boost traffic to your website or local store, and find better-qualified leads.
You want to find new, high-value customers using their data. Which audience solution should you use? Affinity Customer Match Similar Audiences In-Market
Similar Audiences
what "ord" means.
Simply put, it's a field in DoubleClick ad tags that needs to be populated with a random number each time an ad is served. This ensures Campaign Manager receives the ad request each time (instead of the tag being pulled from the browser's cache). Without ord, your ad might be cached, meaning Campaign Manager is likely undercounting impressions. To fix this, let the publisher know they need to update the ad tag to pass a random number as the ord value
Where does a YouTube masthead ad unit run?
YouTube homepage
highly engaged moments where viewers turn to YouTube to watch content that they're passionate about.
"Personal Primetime"
To sign up for Google My Business:
1. Go to google.com/business and enters business details 2. Add location listing(s) to the account. Businesses with a small number of locations can add their listings one by one. Businesses with 10 or more locations can import their locations in bulk by creating a bulk upload spreadsheet. 3. Keep location information up to date
How do creatives appear on sites?
1. Identify the placement 2. Check ad assignments 3. Pick the ad 4. Pick the creative
The rich media creative campaign workflow (5 steps)
1. Plan 2. Design and build 3. QA tab in Studio? 4. Traffick 5. Reporting
How Dynamic Search Ads works
1. You specify the pages of your website, daily budget, and an ad template. 2. The customer enters their search term in Google Search. 3. If you have content relevant to the search, Google dynamically generates an ad headline and destination URL to the best matching page on your site.
You can provide up to how many headlines and descriptions for a single responsive search ad.
15 headlines and 4 descriptions. And Google Ads will automatically show different combinations depending on the search query.
How many characters allowed in callout extensions?
25
Up to how many characters can each headline field have?
30 characters
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.
Which of the following is a visual editor that you can use to build and edit creatives in real time? Select the best answer. Format Gallery Creative module Ad Canvas
Ad Canvas
MRC (Media Rating Council) definition of video viewability
Advertisers are billed on the MRC standard of viewable video CPM — more than 50% of the ad must be in view for at least two seconds of video playback.
Ideal clients for TrueView for action...
Advertisers looking to optimize their video campaign to promote website actions, such as clicks to site and on-site conversions (leads, referrals, subscriptions, or purchases) Advertisers looking to leverage the power of video combined with Google's automated bidding strategies Must have Google Ads conversion tracking enabled
Which advertisers are best suited for bumpers? Choose as many as apply. An advertiser who wants to increment their video view count An advertiser who's focused on corporate responsibility and looking to tell a brand story about their philanthropic deeds An advertiser with upper funnel campaign goals who wants greater reach at a relatively low CPM, especially on mobile An advertiser who's looking to drive incremental reach and brand impact to their TrueView or Google Preferred campaigns
An advertiser with upper funnel campaign goals who wants greater reach at a relatively low CPM, especially on mobile An advertiser who's looking to drive incremental reach and brand impact to their TrueView or Google Preferred campaigns
What are the differences between reservation and auction non-skippable in-stream ads?
An auction buy has lower CPMs, advanced audience capabilities, and a more flexible self-managed campaign in Google Ads or Display & Video 360. The ad also can run across YouTube and Google Video Partners. Reservation does offer guaranteed impressions but does have higher CPMs and more limited audience options.
What makes YouTube great for advertisers?
Audience attention/engagement Google data and tools Proven results
Laura is planning a campaign for KidApparel to re-engage customers who added items to their shopping cart but haven't yet checked out. Which type of targeting would allow her to do this? Select the best answer. Audience list Custom variable Geography Unique counter
Audience list
Benefits of Shopping Ads
Better engagement With Shopping campaigns, customers can view and interact with attractive and engaging ads that give them a better sense of the product before they open the ad. Better qualified leads Increase the quality of your leads by featuring product information directly in your ads. Shoppers are more likely to complete a purchase on your site if they're better informed before opening the ad. Easy, retail-centric campaign management Instead of keywords, Shopping ads use product attributes (that you define in your Merchant Center data feed) to show your ads on relevant searches. You can browse your product inventory directly in Google Ads and create product groups for the items you want to bid on. Broader presence It's possible that more than one of your Shopping ads will appear for a given search, and a Shopping ad and a text ad could both appear at the same time — doubling your reach!
What are the three marketing objectives that can be met via targeting on Google Display ads?
Build awareness Drive action Influence consideration
The three marketing objectives you'll be able to choose from when building a display campaign...
Build awareness: Increase how well people know your brand. Influence consideration: Encourage people to explore your products or services. Drive action: Get sales or leads by motivating people to take action.
Cost ÷ (Online conversions + Offline conversions) =
CPA
What video approach goes with TrueView for action?
CPA
What video approach goes with TrueView for reach?
CPM
Which of the following is a benefit of using HTML5 for mobile advertising? Select the best answer. Requires sophisticated development tools Can create complex effects Works only with mobile devices Uses device IDs instead of cookies
Can create complex effects
Giovanni runs a small bike company. Which tool can he use to turn his ad data into beautiful visual reports?
Data Studio
What information does VAST tags package together? Select all that apply. Companion creatives Video files Rich media for in-app environments Tracking pixels
Companion creatives Video files Tracking pixels
Your online surf shop, Surf-N-Board, is divided into two businesses, West Coast and East Coast, but the conversions are on the same website. If you're setting up Campaign Manager, how should you configure your account? Select the best answer. Create a parent advertiser for Surf-N-Board and two child advertisers, for Surf-N-Board West and Surf-N-Board East. Create all campaigns within a parent Surf-N-Board advertiser. Create campaigns within two separate advertisers, for Surf-N-Board East and Surf-N-Board West. Create two separate accounts, for Surf-N-Board East and Surf-N-Board West.
Create a parent advertiser for Surf-N-Board and two child advertisers, for Surf-N-Board West and Surf-N-Board East.
Here are the steps for setting up a campaign:
Create advertiser Create campaign Create placement Upload creatives Create ads Download placement tags
Ad blocking
Create blacklists or use classifiers to prevent ads from, in particular instances, serving a transparent pixel (default) or uploaded PSA instead. Also receive reporting data about flagged domains and content, and where ads did or did not serve.
Customization
Create custom alerts, reporting, content classifiers, and blacklists.
In order to design a data-driven creative, you need to: Select the best answer. Coordinate with the media team to determine the bidding strategy for each component Decide which elements of the creative will change based on data signals Determine which publishers are appropriate for the target audience
Decide which elements of the creative will change based on data signals
Priority
Default ads have a priority score of 16. They're last in line to serve, whereas ads with a priority of one are first in line. Standard ads are automatically assigned a priority of 15 but can be adjusted to make them more likely to serve than your other ads. You'll want to adjust the priority of your targeted ads to make sure they're more likely to show.
Which part of a Search ad isn't automatically generated by Dynamic Search Ads? Description Line, Headline, Destination URL, All of these are generated automatically
Description Line
Creators are critical to the overall success of YouTube because they:
Develop the content on YouTube Grow communities and foster ongoing engagement Drive revenue for YouTube
Google Trends analyzes what people are searching for on Google and YouTube, uncovering what your consumers are buzzing about. Here's what Trends can do for you:
Discovery: See what people are searching for right now and find related topics that matter to your audience. Messaging: Find the right nomenclature. For example, is your audience searching for "home improvement" or "DIY"? Planning: Find the right time to launch a campaign. For example, when are people most interested in buying a car?
You can serve the following creative formats (and more) in Campaign Manager, across display, mobile, video and app.
Display Dynamic Display Expandable Display Lightbox Interactive Video Forced New Video TrueView YouTube Bumper Mobile Display In App High-Impact Display Masthead
Which platform enables creative and media teams to collaborate when building data-driven creatives?
Display & Video 360
First-party audiences consist of people who have:
Engaged with your content online or visited your website Shared their email, phone number, or address with you Reach extension based on your Remarketing or Customer Match list
There are four main bid strategies you'll be able to choose from when you use Smart Bidding:
Enhanced CPC, Maximize Conversions, Target CPA, Target ROAS
Name the 4 Google Ads Smart Bidding types. They are all conversion-based bid strategies that leverage an exclusive set of signals to bid at auction time.
Enhanced CPC, Target CPA, Maximize Conversions, and Target ROAS
What are the three main factors that determine ad quality?
Expected clickthrough rate, landing page experience, and ad relevance
True or False? In-market audiences on YouTube does not leverage the new Google Search and Maps Search signals.
False
Benefits of AMPHTML ads
Faster ads drive better performance: AMPHTML ads are 6x faster than regular ads on AMP pages, making them more viewable, more effective, and more likely to perform well. Lighter ads can lead to better ad experiences: AMPHTML ads are 3x lighter in load and rendering than regular ads which may result in users having a more positive experience with your brand. Safer ads build trust in your brand: AMPHTML ads need validation before they're served, reducing the risk of malware and building trust in the brands users are engaging with.
Local Inventory Ads:
Feature your in-store products and store information to nearby shoppers searching with Google Drive consumers to your brick-and-mortar stores to complete a purchase Display your products on a Google-hosted or a merchant-hosted local storefront
Which two conversion tracking options are available when setting up in-app conversion tracking?
Firebase Google Play
How can you produce video ads to perform well on YouTube?
Frame tightly and pace quickly
There are two options for tracking in Google Analytics:
Goals and eCommerce transactions.
Reporting Differences
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.
Campaign Manager is
Google's web-based ad management and ad serving solution. It helps you manage your digital campaigns across websites and mobile.
Which are the three required parts of a text ad?
Headline, description, and URL
Which of the following factors is not considered by Ad Rank in its calculation? Rewriting ads with low CTRs Testing new ad formats and extensions Increasing the conversion rate of your landing pages Context of query
Increasing the conversion rate of your landing pages
Which questions about your campaign can you answer with Report Builder?
How many new users are seeing our campaign every week? What time of day are we getting the best click rate? How many purchases have resulted from your campaign?
There are three key mind shifts that can help brands collaborate and execute campaigns with a creative-first approach:
Improving data literacy and education Giving creative teams access to data Driving collaboration
Available intent audience solutions
In-Market Audiences, Life Events, Custom Intent Audiences, Remarketing, Customer Match and Similar Audiences
In app ads
In-app ads advertise within mobile apps to promote any product. Where they're built: Studio Display & Video 360 Google Web Designer Google Ads Hand code
Which of the following factors is not considered by Ad Rank in its calculation? Context of query Increasing the conversion rate of your landing pages Rewriting ads with low CTRs Testing new ad formats and extensions
Increasing the conversion rate of your landing pages.
4 reasons why creators choose YouTube
Infrastructure, Income, Freedom, Reach
Consideration
Invite your customers to engage with your messages during high-intent, opinion-shaping moments. Examples include: Purchase intent Recommended audience solution: In-Market, Life Events Recommended measurement solution: Views, CPVs, Consideration Lift
What are the benefits of HTML5 for your mobile campaign? Select all that apply. It's widely supported. It can create complex effects. People don't have to install special plug-ins to use it. You can use Google's development tool to build it at no cost.
It's widely supported. It can create complex effects. People don't have to install special plug-ins to use it. You can use Google's development tool to build it at no cost.
How do Local Catalog Ads work?
Local Catalog Ads use feed data from Local Inventory Ads to reach viewers of Display ads. Local Catalog Ads highlight your in-store product availability, pricing, and store information to drive foot traffic to your brick-and-mortar stores. These ads serve the same purpose as your traditional print campaigns, with added audience reach and store visit measurement solutions.
Specialized campaign types
Local, Hotel, Discovery
Types of extensions
Location extensions, Callout extensions, Universal extensions, Affiliate location extensions, Call extensions, App extensions, Price extensions, Promotion extensions, Message extensions, Automated Ad Extensions, Dynamic extensions, Seller ratings (stars) extension,
Bumpers are the best way to address which of the following advertiser needs? Select all that apply. Low CPMs Broad reach Increment video count Video completion
Low CPMs Broad reach Video completion
Benefits of Google Ads automated bidding
Machine learning, time saved, auction-time bidding, and depth of signals used and cross analysis
Innovations/ways to increase Youtube usership
Mobile live streaming, VR180, YouTube TV, Premieres, YouTube on TV screens, Stories, and YouTube Go
How often is it recommended to repeat the budget planning process?
Monthly
What are the benefits of non-skippable in-stream ads to traditional TV buyers?
Non-skippable in-stream can complement TV campaigns and provide incremental reach. Non-skippable in-stream ads are now available on auction, which allows for a lower CPM and more flexible buy.
Where can customers experience banner, interstitial, and expandable display creative formats? Choose the best answer from the options below. On desktop and mobile web On desktop only On desktop, mobile, and in mobile apps
On desktop and mobile web On desktop only On desktop, mobile, and in mobile apps
What changes will Performance Planner recommend?
Once you use Performance Planner to create a plan with the target date, campaigns, budget, target conversion volume, and target cost-per-acquisition (CPA) for upcoming periods, the tool will provide one of the recommendations below. These recommendations are campaign settings forecasted to help drive maximum conversions and the most efficient return on your investment for your targeted budget. Search Manual cost-per-click (CPC) or Enhanced CPC campaigns Recommended average daily budget and campaign bid scaling (1.5 scaling means + 50% bid scaling) Search Maximize Clicks or Maximize Conversions campaigns Recommended average daily budget Search Target CPA or Target return on ad spend (ROAS) campaigns Recommended average daily budget, Campaign-level Target CPA, or Campaign-level Target ROAS
Why optimization score is helpful?
Optimization score, found on your Google Ads Recommendations page, estimates how well your Search campaigns are set to perform. The score runs from 0% to 100%. The higher your score, the more your account is running to its full potential. Along with your score, you'll see a list of optimization recommendations for increasing campaign performance and improving your score. With just a few clicks, you can apply recommendations to get the most out of your Google Ads investment.
Affinity
People who are truly passionate about a topic versus those that are merely interested A holistic picture of someone's lifestyle, interests, and consumption habits Google distinguishes users that are truly passionate about a topic vs. those that are merely interested, delivering high-reach and high-accuracy segments. Example: Resort information for luxury travelers
What's the Google Ads Performance Planner?
Performance Planner is a new forecasting tool that uses machine learning to reveal the possibilities for your Google Ads campaigns. With this tool, you can explore forecasts for your upcoming monthly, quarterly, and annual budgets for current campaigns, while also helping to improve your return on investment.
What are Showcase Shopping ads?
Showcase Shopping ads allow you to engage customers early in their purchase journey, when they're discovering what to buy and where to buy it
Three of the essential components of a campaign
Placements, ads, and creatives
Phrase Match
Placing quotation marks around the keywords turns them into phrase match. This prompts your ads to appear only if the keywords within the quotation marks or close variations of them match a user's search term. This is different from broad match modifier as there cannot be any extra words between the user's search terms, but similar since extra words can appear before or after the phrase match.
Why use Parallax?
Provide an interactive ad experience that draws potential customers to engage with the ad while giving them complete control of how they engage with it. Run these ad experiences at scale across publishers on mobile web. Completely customize and differentiate your ad experience using Google Web Designer.
Key takeaways of Local Catalog Ads:
Reach mobile shoppers Promote store deals Act as an extension of print/circulars/catalogs Drive store visits Appear on the Display network
Which of the following factors wouldn't change an account's optimization score? Changes in tracked conversions Renaming campaigns Shifts in spend mix Changes in auction dynamics
Renaming campaigns
What are Responsive Display Ads?
Responsive Display Ads give you the ability to upload your own assets and create ads that serve in all ad slot sizes, into both native and non-native inventory. Simply upload your assets (images, videos, headlines, logos, and descriptions), and Google will automatically create ads. They're built for performance, reach, and scale.
There are two main types of ad formats you can leverage for your Display campaign:
Responsive Display ads: Greater efficiency and scale AND Uploaded ads (Image & AMPHTML): Greater control
Three reasons why users choose YouTube
Rich and diverse content Opportunity to engage with creators Connect with a community
Which is the following is not a component of Google Display ads' value proposition? Intent Machine learning Search Performance
Search
Mobile app view
See a breakdown specific to mobile app impressions, with information about content labels, platforms (iOS or Android), and app ratings (in the Google Play Store or Apple App Store).
With Google My Business, you can:
Share information with customers Manage multiple listings together Engage with customers Get insights on customer behavior
Key benefits of Smart Display campaigns
Simplicity, Insights, Scale
Which ad extensions can serve automatically?
Sitelink, callout, and structured snippets
Measuring eCommerce transactions
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. The insights you'll gain using the default eCommerce reports include answers to questions such as: Which of your products sell well and which are the most impacted by your marketing efforts? How many products are you selling in each transaction and for how much? How many times is a customer coming to your site before they finally make a purchase? What is the full value of the transaction once you include the tax and shipping cost? To see eCommerce data in Analytics, you need to: Enable eCommerce in your reports Add code to your site/app to collect eCommerce data
Steps to Launching a Video Campaign
Step 1 Create new campaign Step 2 Create placements for each publisher Step 3 Upload creatives Step 4 Customize settings for each publisher Step 5 Activate placements Step 6 Export VAST tags
Banners with floating are built using
Studio Google Web Designer Hand code
Pushdown ads are built
Studio Google Web Designer Hand code
Tandem are built...
Studio Google Web Designer Hand code
YouTube Masthead are built
Studio Google Web Designer Hand code
Action
Take meaningful actions you can measure. Examples include: Online conversions, Store Visits, and Sales Lift Recommended audience solution: Custom Intent, Customer Match, Remarketing and Similar Audiences Recommended measurement solution: Conversion Tracking, CPAs, Geo-Experiment (CPG only), Store visits, Media Mix Modeling (via 3rd party)
Awareness-based bidding strategy
Target impression share. The goal is visibility. It helps make sure your ads are meeting a specific impression share threshold for a specific location on the search results page: anywhere, top of page, or absolute top of page. This is for raising awareness of your brand and campaigns that include brand terms.
Revenue-focused bidding strategy
Target return on ad spend (Target ROAS). The goal is revenue growth. Automatically sets bids to help get as much conversion value as possible at the target return on ad spend (ROAS) you set. Use when you want to automatically optimize bids to maximize revenue within your target ROAS
What events can be measured? (2 kinds)
There are two types of events that you can measure: page loads and clicks.
Tandem
These are two synchronized creatives, trafficked together on one page (also known as roadblocks or site takeovers). These units can "talk" to each other and synchronize their animations, so they look like one working unit.
Exact Match
To use exact match, place brackets around the keywords. This way, your ads will only show if the search means the same thing as your keyword. It may include close variations of your keyword, like misspellings, plurals, and synonyms. This is different from phrase match, as there can't be any extra words before or after the search terms. For example, the keyword [men's bicycles] will show when someone searches for men's bicycles or men's bikes, but it won't show for men's bikes for sale.
Goal: Track phone numbers on a mobile website Tracking Method:
Track clicks on a text link, image, or button
When a publisher informs you the submitted VAST tag does not meet their specifications, what do you do? Choose the best answer from the choices below. Upload new creative, update the placement settings, and resend the VAST tag Update the placement settings Update the placement settings and resend the VAST tag
Update the placement settings
Ad extensions best practices
Use the right number of extensions Enable as many ad extensions as what makes sense for your business. You should have at least three, but it's highly recommended to have four since in any given auction, an ad can show a maximum of four ad extensions. At a minimum, always enable sitelinks, structured snippets, and callouts. Keep them fresh and updated Change the link text and URLs whenever you have something new to communicate, such as sales or special offers. Monitor performance We recommend that you monitor the performance of ad extensions at the ad group level to see how they're increasing performance by capturing relevant traffic and queries.
Which of the following are component(s) of Performance Planner's forecast methodology? Validation Forecasting Simulation Machine learning
Validation Forecasting Simulation Machine learning AKA All
Your client keeps hearing about VAST tags and wants to know what information it packages together. What do you tell them? Select all that apply. Rich Media for In-App Environments Video files Tracking pixels Companion creatives
Video files Tracking pixels Companion creatives
What information is packaged in a video ad serving template (VAST) tag? Select the best answer. Dynamic banners Rich media for in-app environments Display image files, JavaScript video player Video serving files, companions, and tracking pixels
Video serving files, companions, and tracking pixels
Geographic targeting
View where ads are served by geographic location, and also choose to serve or not serve ads to specific locations.
The follow-up
Viewers are served one longer piece of creative, followed by shorter ads reminding them what they watched.
Four different things to think through when you set up a Search campaign...
Where do you want your ads seen? How much do you want to invest? What do you want to share in your ads? What keywords will match your customer's search terms?
mobile apps are an entirely different platform, so tracking conversions in an app is obviously going to be very different from web conversions — but just how different?
Whereas websites make use of cookies to track user actions, mobile apps use resettable device IDs. Your ad and Floodlight tags just need to pass an Identifier for Advertising ID (IDFA) for iOS or an advertising ID (AdID) for Android.
Measuring goals
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. Goals can be set up directly in Analytics. You can also create custom goals using: Destination: a specific page that has been visited. Duration: how long someone was on your website, such as more than five minutes Pages: how many pages a specific person visited on your site, such as three or more Event: a specific action that someone took while on your site, such as playing a video. You have three basic options for creating goals: Using a goal template Creating custom goals Creating Smart Goals
Video
With Video ads, you can reach the right audience at scale and capture their attention. Show your ads on their own or within other streaming video content on YouTube and across Google's network of websites and apps. Only pay when people choose to watch your ad. Video campaigns help you bring your business's story to life. They engage customers in different ways, like showing ads before their favorite music video or while they're researching an upcoming purchase.
________ is the average amount you're comfortable spending each day on your campaign. The budget you choose is entirely up to you, and you can adjust it at any time.
Your budget
Flipbook is
a 300x250 outstream video format designed for mobile web in Display & Video 360. Flipbook creatives provide an enticing, interactive, silent highlight clip of your video as viewers scroll through content. Flipbook can be built directly in Display & Video 360 in a matter of minutes! Viewers scroll up or down to control the playback speed and direction of the highlight clip, creating a playful interaction, like deejays scrubbing backward and forward through songs as they play. Viewers can then click to play the full video with sound.
Broad match shows ads if...
a keyword (or any variations like misspellings, synonyms, or related searches) are included in a user's search terms. for example the keyword bike will also show results for bicycle`
Google My Business is
a quick, simple way to get your business information to stand out on Google Search and Maps and become known to the world as well as connect with potential customers
GCLID Google Click Identifier, is
a randomly generated string that gets appended to a URL every time an ad is clicked.
Responsive ads
adjust to match the pages and apps that show them. They blend into the content viewers came to see, so they provide a better user experience and are less likely to be skipped over. Where they're built: Studio Google Web Designer Google Ads Hand code
Native ads are
ads that match the look and feel of the publisher's site or app. The key difference between traditional display ads and native ads is that the publisher is responsible for rendering the ad unit according to the style of their website or app. A single native creative is just a bundle of creative assets. These assets can then be used to fill a variety of different-sized native inventory. Native ads are great for social, mobile, and branding ads.
Google Analytics
allow you to aggregate tons of data points
Your ____________ controls the manner in which you pay for users to interact with your ads. Once you choose the metric you'd like to focus on for your campaign, you'll see different bidding options to help you optimize for it. You can choose to manually set your bids for clicks on your ads, or let Google Ads do it for you.
bid strategy
The Geo section
breaks out the regions where your impressions are being served and can be used to flag impressions that are served outside the geographic region you've defined in Verification settings. This is particularly helpful in surfacing what percentage of your impressions are served outside the geo-target and where they are serving.
TrueView discovery can help
capitalize on key moments of discovery.
The Reach Basic report lets you
check how many unique users your campaign engaged, through clicks or views, during a given period. This report also covers incremental reach, which calculates the estimated unique new users who clicked on or saw your ad during a particular time frame.
(CPM)
cost-per-thousand impressions
Google Display Ads targeting options (9)
demographic targeting, affinity audiences, custom affinity audiences, in market audiences, custom-intent audiences, similar audiences, re-marketing, standard re-marketing, dynamic re-marketing
TrueView in-stream is great at
driving consideration and user action.
(O2O) strategy
online to offline
Use Detailed Demographics to
set up more than one campaign for targeting more specific audiences and reaching a broader pool of prospects.
Conversion rate (Conv. Rate) Column
tells you how often, on average, an ad click or other ad interaction leads to a conversion. Conv. rate = number of conversions ÷ total interactions
Standard Report provides
the essentials: clicks, click rate, impressions, and conversion data for a given date range. You can filter for a particular advertiser or campaign and compare the data across your placements and publisher sites to see which is performing best.
A masthead is effective for advertisers who want to:
-Drive awareness for a new product launch or service -Focus on high impact placement for greater visibility -Reach a massive audience in a short period of time, typically around a tentpole event
YouTube Analytics has critical information to help you understand how consumers engage with your content — or if they're watching at all. Information available is:
-Who is watching your clients content? Age, Gender, Geo -What are people watching? Watch time. And real-time views -Where are people watching? Devices. And. Traffic source shows where the viewer saw your video, whether it was embedded on a branded site, shared through social media, or on YouTube. -How engaged are your viewers and where they dropping off? Retention curve shows on a second-by-second basis how long viewers are watching your video. Is the audience making it far enough to see your brand or call-to-action?
Performance Planner Best Practices
-use non-last click attribution conversions -create multiple plans for campaigns that have different marketing objectives -use the performance targets feature -use the optimization score in the recommendations page to improve your results
Ad Rank has 5 features to consider:
1. Bid 2. Ad rank threshold (a sort of quality control) 3. Context of query (locations, time, relevance, device used, etc.) 4. Ad extensions impact 5. Auction-time ad quality
The data-driven creative workflow consists of five steps.
1. Gather insights from all available data sources 2. Collaborate on the digital brief 3. Design the format for the Ad Canvas 4. Build your variants with dynamic rules 5. Launch the campaign
Best practices for excellent Google Ads creatives
1. Have 3-5 ads per ad group. The more ads present in an ad group, the more options you'll have for success in an auction. 2. Optimize your ad rotation for clicks or conversions. Optimizing your ad rotation will allow the system to serve the ideal ad for the specific circumstances of each auction. 3. Use at least three extensions for each campaign or ad group. At the time of each auction, your ad will be assembled with the most appealing extensions. More eligible extensions give your ads more opportunity to meet users' specific needs.
Targeting options for Dynamic Search Ads (5)
1. Landing pages from standard ad groups 2. Targetable Categories 3. URL contains 4. URL is 5. Page Feeds
According to Ipsos eye-tracking research, approximately how much TV advertising goes unseen?
55%
What percent of Gen Xers turn to YouTube to learn how to do something when they want to gain a new skill?
71%
Where do points come from? In optimization score
A combination of statistical models, simulations, and machine learning is used to assign points to each recommendation, based on the likelihood that it will enhance your account's performance. If a recommendation can have more impact, it's weighted more heavily toward your overall score.
Your campaign uses geographic targeting. How do you make sure your ad always has an eligible ad to serve on mobile devices? Select the best answer. Use the VAST Suite Inspector Verify your publisher's mobile requirements Never include companion creatives Activate the default ad
Activate the default ad
Ways to improve your ad relevance:
Add negative keywords: Prevent your ads from showing on unwanted queries or queries not closely related to your product or service. Be specific on mobile: If a user's mobile search experience is different from desktop, test mobile-specific creatives. Be local: Target the right region for your business by using only the relevant languages and locations. Include relevant search terms in your ad copy: Adding search terms that are related to your business in your ad copy can help make your ad more resonant for users.
App
After a simple setup process, App campaigns run ads across Google's largest properties, including Search, Play, and YouTube, as well as thousands of mobile sites and apps. Your ads and bids are automatically adjusted to get the most downloads. Just add a few lines of text, a bid, and some assets, and the rest is optimized to help customers find you. With an App campaign, you can increase engagement, app installs, and even in-app actions, like signing up for a newsletter or ordering a product.
Who uses Campaign Manager?
Agencies and Partners Companies who handle media buys and trafficking for advertisers Marketers Advertisers who handle all of their own media buying and trafficking
User roles in campaign manager
Agency admin Agency media planner Agency trafficker Agency trafficker/planner
Smart Shopping campaigns simplify campaign management by automating which of the following? Select the best answer. Targeting Ad creation Bidding All of the above
All of the above
Which of the following can you do with Campaign Manager? Select the best answer. Access your creatives from Studio Manage placements across millions of publishers Track performance and optimize all of your campaigns All of the above
All of the above
always on
Allows integration of Verification with Campaign Manager and for data to refresh once daily. The time of the most recent update is displayed on the upper-right-hand corner of the page.
What is an event tag?
An event tag lets you tell the system to specify customer actions measured as a conversion
What of the following is a core benefit of Google Ads automated bidding?
Auction-time budding
Key benefits of Responsive Display Ad
Automation, Reach, Simplicity, Creative A/B Testing
Banners
Banners appear within set borders on a page and don't expand or cover other page content. A banner creative is the most basic ad format.
Google's video conversions can occur from three different customer actions. Match each conversion action with the correct output.
Click-through, View-based/view engagement, View-through
For TrueView for action, online conversions come from three different events:
Clicks: User clicks an element of the ad and converts within 30 days. That's counted as a click-through conversion. It's included in the conversions column of Google Ads. Video engagements: User watches 10 seconds of the ad and converts within three days. That's counted as a video engagement for Smart Bidding campaigns (tCPA, Max conversions). It's included in the conversions column of Google Ads. Impressions: User sees just an impression of the ad and converts within 24 hours. That's counted as a view-through conversion. Modify your Google Ad conversion columns to show view-through conversions.
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.
Tips and Best Practices for Callout Extensions
Be brief: Keep your callouts as short and specific as possible, and include at least six of them in your campaigns. Be appealing: Consider callouts that are unique offerings and can apply at a high level to your whole business. Be concrete: Focus on specific info (for example, "4.7-inch LED display" vs. "large LED display" and "34 MPG max mileage" vs. "great fuel economy"). Think bullet points: "Free shipping" is much sharper than "We have free shipping." Sentence case beats title case (e.g., "100% silk" vs. "100% Silk").
Ways to improve your clickthrough rate:
Be specific in your ad: Include keywords in your ad text (especially in the headline) to show people that your ad is directly relevant to their search. Experiment with different calls to action: Do you offer free shipping or free returns? Call now vs. book now? Highlight a unique benefit of your product or service: What makes you stand out from the competition? Think about what matters to users (perhaps an exceptional warranty or return policy). Create time- or location-specific ad text: Test seasonal creative around holidays or special events, or test location-optimized creative.
Benefits of callouts
Boosts engagement (10%) Easy to implement (just add 25 words)
Fun a __________ study to test your hypothesis.
Brand Lift
Which ad format typically has the lowest CPM among in-stream video ads and is also eligible to serve more frequently, particularly on mobile devices?
Bumpers
Key takeaways of Showcase Shopping ads:
Capture broader queries where shoppers aren't yet sure what they want to buy or where they want to buy it Present a collection of products to introduce shoppers to your brand Appear on mobile and desktop on Google Search
Benefits of using Campaign Manager
Centralized management Access advanced tools Host and serve creatives
Why use an ad server?
Centralized management Targeting Standardized reporting Optimization
True or false? Google audiences are updated on every impression, so advertisers can reach only the most relevant consumers on YouTube.
True
You want to re-engage with people from your CRM database that bought something from your website in the past six months. Which audience solution should you use? Custom Affinity Affinity Customer Match In-Market
Customer Match
How does data-driven creative benefit advertisers?
Data signals can be used to dynamically target the relevance of creative and deliver a personalized experience.
Key benefits of Showcase Shopping ads
Differentiate your brand, website, or merchandise Showcase Shopping ads give you the opportunity to inspire shoppers through beautiful lifestyle images and custom copy. Curate the header image, headline, description, and destination URL, and choose a category of products to highlight. Of those products, Google will determine the most relevant ones to include in the expanded ad, based on the shopper's search term. Drive users down the purchase funnel Showcase Shopping ads influence shoppers at the start of purchase journeys. By using Google's audience products, you can target and re-engage shoppers who interact with your Showcase Shopping ads throughout their full customer journey.
Sitelinks:
Direct to specific sections of the website They are additional links that appear just under the text of your search ads, directing users to specific pages of your website.
Consumers want to buy from brands that help them:
Discover new things Find what they need Have seamless experiences
Video verification
Display data about the size, location, or viewability of video ads.
Google Surveys
Do you want to validate a creative idea? Ask your customers. We have access to the world's largest focus group via Google Surveys, a part of Google Analytics Solutions. For example: Are dog owners really cooking dinner for their dogs? Run a survey and gather responses in 24 hours. Note: There are fees associated with Google Surveys and they're only available in certain countries. See resources at the end of this course for more details.
Navi found out that one DoubleClick product is directly responsible for providing reporting on each dynamic iteration. Which one is it? Choose the best answer from the options below. Google Analytics 360 Suite DoubleClick Campaign Manager DoubleClick Studio
DoubleClick Campaign Manager
Maximize Conversions
Drive as much conversion volume as possible within your budget
Display
Google Display ads can appear across a network of more than two million sites and apps, reaching 90% of people on the internet. Your ads get matched to content related to your business or to your customers' interests. Use a Display campaign to increase exposure and reach audiences with specific interests across the web.
Choose which conversion count option would allow you to measure and improve your sales. One Every
Every
Key benefits of Local Catalog Ads
Feature your product inventory Help ready-to-buy shoppers discover your products with an easy-to-scroll, mobile layout. Complement your print marketing goals Use the same creatives (image and text) and product selection that you use for print ads (like catalogs, flyers, and circulars). You can also control the order in which your products appear. Measure and optimize your ads Monitor and improve the performance of your ads with precise and real-time store visit data.
Where is all this fine-tuned audience data coming from?
First, advertisers can use their own first-party data. This is what they put together from their own site visits. Advertisers use it to build their data insights and they can upload it to DoubleClick Campaign Manager and DoubleClick Bid Manager and target ads with it. They can buy data from third-party data partners too, who sell audience data for ad targeting. But then there's Google's own audience segment data, Google Audience. When consumers search, browse, watch videos, and interact with social media, they generate data signals that can be gathered and interpreted while maintaining the consumer's anonymity. Google bundles it all into clear audience segments that advertisers can use for precise audience targeting.
What are the benefits of responsive search ads?
Flexibility Create flexible ads that adapt to device widths, giving you more room to share your message with potential customers. Relevance Save time by providing multiple headline and description options. Then let Google Ads show the most relevant combinations to your customers. Reach Reach more potential customers with multiple headline and description options that give your ads the opportunity to compete in more auctions and match more search terms. Performance Increase ad group performance by attracting additional clicks and conversions that your existing text ads aren't capturing.
Key benefits of Google Video Partners
Get added efficiency: AKA same budget but 50% increased reach Video ads on GVP drive similar lift as video ads on YouTube Audience Solutions Brand Controls (more control over where you ads may appear in terms of relevance)
Date of Transaction Differences
Google Ads gives conversion credit to the time of the last impression made by the customer before they clicked on the ad. For example, 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.
Control
Google Ads gives you complete control over your budget. You choose how much to spend per month, per day, and per ad. Based on your settings, Google Ads uses a lightning-fast auction to determine which ad to show. If you want to change your strategy, you can easily adjust your ad, modify your budget, or pause and restart a campaign.
Relevance
Google Ads helps you connect with the right people, at the right time, with the right message. Your ads can appear on Google Search, YouTube, and more, just when someone is looking for products or services like yours. You can also customize options, such as keywords and location, to get in front of the most relevant customers.
How does Google Ads generate responsive search ads?
Google Ads mixes and matches headlines and description lines that have been provided.
The following life event segments are currently available:
Graduation Marriage Moving Purchasing a Home Job Change Business Creation Home Renovation Retirement New Pet
A text ads includes
Headline - To catch her customers' attention URL - To reach a particular page on the Your site Description - To highlight the details of what you are offering
Key benefits of TrueView for reach
Highly efficient reach Simple CPM buying Drive results with attentive reach
Extensive example of Broad Match Modifier:
If Hiroko uses the broad match modifier keywords +blue, +girl, and +bike, her ads will appear for people searching for any combination of these terms in a search (and possibly including additional terms). However, the ads won't appear if any one of these keywords aren't in the search term. For example, her ads will match with searches for blue bicycle for 6-year old girls, because all three broad match modifier keywords are in the search. However, her ad won't appear for the search girl bike because blue isn't a part of that search.
Extensive Example of Exact Match
If Hiroko uses the exact match keyword [kids' bike sales], customers will see her ad whether they search for kid bicycle sale, sale on kid bikes, or children's bike on sale. This helps her narrow her audience down to only potential customers. Her ads won't appear for anyone looking for just kids' bikes, as that doesn't include the concept of a sale.
Extensive example of Phrase Match:
If Hiroko uses the keyword "My First Big Bike" in her phrase match, her ad won't match to searches that contain first big bike, as my also needs to appear. Her ads will only show to customers searching for the bike brand, My First Big Bike.
in banner video
In-banner videos, also known as rich-media videos, are served right on the page. In-banner videos can use a JavaScript or iframe tag. A video delivered as part of (inside of) the display ad creative for a given placement rather than initiating the use of a video player.
in steam video
In-stream video is video served before (pre-roll), in the middle of (mid-roll), or after (post-roll) streaming video content. Advertisers serve video ads into content streams using VAST tags.
What's the main goal of the Google Ads Performance Planner tool?
It helps you forecast and determine your budgets, while also improving your return on investment.
Which of these is not an example of Advanced Audiences? In-market Affinity Life events Males 21-34
Males 21-34
keyword targeting
Matching your keywords to what your customers may use when looking for your products or services
Conversion-focused bidding strategies
Maximize Conversions: Advertisers who want to maximize the number of conversions for a campaign. Advertisers that want to spend a fixed budget and don't have an explicit CPA/ROAS goal Target cost-per-acquisition (tCPA): Maximize amount of conversions, without considering order value — such as lead generation and eCommerce businesses. Note: For a Display campaign using Target CPA, you can choose to pay for conversions billing. Enhanced cost-per-click (eCPC): For Search, this is for advertisers who want to set the core bid manually or through third-party bidding tools, with an added layer of real-time optimization. For Display, this is for advertisers who do not have conversion tracking, use a third-party bidding system, or insist on setting bids manually with an added layer of real-time optimization. It's also great for lead generation and to drive online sales.
How Ad Rank influences actual cost per click
Oftentimes, average cost per click (CPC) is not the price you're paying for each of your clicks. Because the system is dynamic, the CPC can vary a lot from auction to auction and depends on a variety of factors, such as the context of each query. It's important to keep in mind that average CPC is just an average--meaning that the price you pay could be above or below that average. Higher-quality ads typically lead to lower costs, better ad positions, and more advertising success. When users see better ads, they're happier and more likely to actually click on those ads.
How does Performance Planner differ from the Recommendations page?
On the Recommendations page, you can apply optimization suggestions to help improve your campaigns. Whereas Performance Planner is your go-to tool for deciding the budget required to help reach your marketing goals.
True or false? Data-driven creatives can use data signals to dynamically target creatives and deliver a personalized and relevant experience. Select the best answer. True False
True
How is your optimization score calculated?
Optimization score runs an algorithm that looks across key aspects of your accounts, including statistics, settings, and industry trends, to determine whether your campaigns are fully optimized. When optimization potential is detected, the system provides recommendations to close the gap. For example, an account with a score of 80% could improve its performance by 20% if the listed recommendations are adopted.
Outstream ads (vCPM)
Outstream video ads run outside of a video stream and are a cost-efficient way for you to use your existing video ads to gain more reach on mobile sites and apps. These ads are available only on GVP.
Our awareness products (YouTube) are designed to introduce a product or message and keep your brand top of mind. What kinds are there?
Outstream video ads, The Video masthead Non-skippable in-stream ad TrueView for reach Bumper ads
Which format creates a unique perception that different components are layered at different depths? Select the best answer. Native ads Parallax Flipbook Data-driven creative
Parallax
YouTube offers a variety of detailed demographics
Parental staging, parental status, household income, homeownership status, marital status, education, employment
Results
Pay only for results, like clicks to your website or calls to your business. Our measurement tools make it easy to see how your site, apps, and ads are performing. Plus, smart technology lets you create, manage, and optimize your campaigns so you can get the most out of your investment.
Key benefits of Local Inventory Ads
Promote your in-store inventory Bring your local store online measure the performance of your ads
Why use Flipbook?
Provide an interactive ad experience that draws potential customers to engage with the ad while giving them complete control over how they engage with it. Get access to more video inventory on mobile web. Our research shows that Flipbook has a higher brand recall rate vs. banner and autoplay ads.
Key benefits of Dynamic Search Ads
Reach and coverage Efficiency and time savings Transparency and control
Let's get back to that campaign you just kicked-off for KidApparel. Your boss wants to know how many new people your campaign has attracted this week. Which report would you use to answer this question? Choose the best answer from the choices below.
Reach bc it measures how many unique users saw or clicked on your ad. The Reach report also shows you how many new users saw your ad in a given timeframe.
Awareness
Reach consumers to introduce a product or message and keep your brand top of mind. Examples include: Extra Reach, Unique Reach, and Ad Recall Recommended audience solution: Demographics (including Detailed Demographics), Affinity, Custom Affinity Recommended measurement solution: Unique Reach, Ad Recall, Awareness Lift
TrueView discovery is best suited for:
Reaching an audience that's actively seeking to discover new content Driving users to their brand channel to view more content Running on the YouTube Home Feed at an efficient price
The benefits of YouTube audience solutions
Real-time data Powerful insights Cross device reach
Which attributes describe a good landing page experience?
Relevant and original content Easy to navigate Transparency about your business
What do users want?
Relevant information, Information based on their moment, Ads that contribute to their experience
Solutions that use first-party data:
Remarketing via Google tags Customer Match Similar Audience
Responsive search ads
Responsive search ads let you create ads that adapt to show more relevant messages to your customers. All you need to do is supply the headlines, descriptions and URLs for your ads. The more headlines and descriptions you enter, the more Google Ads can test and serve ad variations that match users' search terms — which can improve your ad performance. After you enter headlines and descriptions, Google Ads assembles the text into multiple ad combinations in a way that avoids redundancy. Over time, we'll test the most promising ad combinations, and learn which ones are the most relevant for your customers.
Ways to improve your landing page experience:
Send traffic to the right landing page: Direct clicks to pages related to a user's query. If a search is for "striped shirts," the landing page should feature striped shirts, not some other variety of shirts or clothing in general. Be consistent: Make sure the landing page continues the conversation set up by your ad and follows through on the ad's offer or call-to-action. Make your site transparent and trustworthy: Make it easy for visitors to find your contact information, and clearly state what your business does. If you request personal information from customers, make it clear why you're asking for it and what you'll do with it. Work on loading speed and clarity: Help users quickly find what they're looking for by prioritizing the content that's visible above-the-fold. Rethink mobile: Ease of navigation is valued by users even more on mobile websites, so make sure yours is optimized.
What are Shopping Ads?
Shopping ads are much more than text ads. Shopping ads show a photo, price, title, store name, and product details. You create Shopping ads using Google Ads. By linking your Google Ads account with the Google Merchant Center, a tool that helps upload and store product data for the inventory you want to sell, you can use this data to fuel your Shopping campaigns.
Where do Shopping ads appear?
Shopping ads can show either on the top ad placement or the top right-hand side of the Google Search results page and/or on the Google Shopping property. In certain markets, Shopping ads can also show on the Search Partners network, YouTube, and Google Image Search. Below are examples of different ad placements.
How do Shopping ads work?
Shopping ads use your Merchant Center product data — not keywords — to decide how and where to show your ads. The product data (or CSS in the EEA) that you submit through the Merchant Center contains details about the products you sell. Google uses these details to match a shopper's search to your ads, making sure to show the most relevant products. You can manage Shopping ads in Google Ads using Shopping campaigns. It's a simple and flexible way to organize and promote her Merchant Center product inventory.
Where do Showcase Shopping ads appear?
Showcase Shopping ads are unique to Google Search. They enable retailers to place their products in front of millions of online shoppers.
There are two ways to claim an existing listing:
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. Locate your business listing in Maps, and select Claim this business.
How do search audience solutions work?
Signals from Google's algorithms identify repeated patterns of behavior Surveys are conducted to further prove results and Scale . Google ensures a holistic behavior report between all devices of users.
Adding a phone snippet
Similar to adding an event tag, you could also add a phone snippet after the global site tag. Sets up a conversion action for call conversions and download the phone snippet that Google Ads created. Paste that phone snippet to your website. Opens up the HTML for the page where the phone number appears on website and paste the phone snippet between the <head></head> tags of the page, after the global site tag. Now, when a user goes to your website by clicking on your ad, they'll see a Google forwarding number in place your usual website phone number. By using this new dynamic Google forwarding phone number, you can monitor the duration of each call and record which ad led to a call conversion.
Why use Google Marketing Platform?
Simplification-- we've made it easier for you to understand what our products are and how they work together. Collaboration-- By bringing products together under a single brand and building new capabilities such as Integration Center, we've made it simpler for enterprise marketing teams to collaborate and share insights — resulting in better business outcomes. Deliver faster, smarter marketing-- Built-in intelligence automatically surfaces your most valuable marketing insights so that you can act quickly to achieve your goals. Gain more control over investments-- See what parts of your marketing are working and make informed decisions in order to improve performance and deliver quality experiences. Understand audiences on a deeper level-- Easily integrate and access audience data to gain a deeper understanding of your customers and identify your most valuable audiences. Share insights across marketing teams-- Make information and insights accessible to your client's entire enterprise so that you and your teams can work together better.
Why use sitelinks?
Sitelinks direct to specific pages of your website, and they can serve most marketing objectives as long as the site contains related content. It's important to remember that the link in the sitelink can't be the same as the headline links. Purposes include: Driving store sales: Store hours and locations; find a store Making online conversions: Special discounts; new offers; men's shoes; subscribe now Raising brand awareness: Our values; learn more about our business story
Smart Display Campaigns
Smart Display campaigns are a campaign type that uses full automation. It bundles together all the pillars of successful Display campaigns and accesses the best of Google's machine learning capabilities to optimize and automate nearly all aspects of your Display campaigns. You provide a few inputs: what your ads will say, images you want to use, daily budget, and cost-per-acquisition (CPA) performance targets. Google will mix and match your ads at scale. Smart Display campaigns rely on the existing CPA model to set the bids at the right time. They also use a new auto-targeting infrastructure to deliver the best of Display targeting across the entire mid- and lower-funnel, and leverage a new auto-optimized creative technology to combine raw creative assets (logos and images), and build custom ads for each auction. To be eligible to set up a Smart Display campaign, you need to have gotten at least 50 conversions on Display — or at least 100 conversions on Search — in the last 30 days.
What are Smart Shopping Campaigns?
Smart Shopping campaigns combine Standard Shopping campaigns and Display Remarketing campaigns to automate bidding and ad placement to promote products and businesses across networks. This campaign subtype tests different combinations of images and text to show the most relevant ads. This drives sales across all of Google's networks, including Search, Display, YouTube, and Gmail. Smart Shopping campaigns automate ad creation, targeting, bidding, and budget allocation across all of these networks
Challenge: Increase traffic and acquire new customers
Solution: Connect Embrace that people are shopping anywhere and everywhere. Connect with them during every step of their shopping journey in a way that keeps you in control of your brand and helps you stand out from the competition.
When you upload video assets for the campaign, Campaign Manager automatically transcodes the source file. What does this mean? Choose the best answer from the choices below. The asset is optimized for display at various sizes and resolutions The asset's size is shrunk down to below 1GB The asset is altered to meet all publisher specifications The asset's resolution is changed to 300x250
The asset is optimized for display at various sizes and resolutions
Banners with floating
These deliver a banner and an interstitial creative to one web page at the same time. You can open and close the interstitial creative from the banner creative. Since they're uploaded together in Studio, we refer to the individual creatives as "companions".
Dynamic Creatives
These enable advertisers to build one creative that advertisers can tailor to multiple audiences. They are data-driven creatives that bring the product messages to viewers at the moment they're browsing for them. Where they're built: Google Web Designer Studio Display & Video 360
five match type options for your keywords
They are (from broad to narrow) broad match, modified broad match, phrase match, exact match, and negative.
Creative
This refers to assets such as HTML5 banners, GIFs, JPGs, or other media that will advertise your business on publisher sites.
What makes up a text ad?
To create a text ad, you need a headline, URL, and description. Let's take a closer look.
How does Campaign Manager benefit traffickers? Select the best answer. Traffickers get separate performance reports from each website Traffickers manually send ads to publishers Traffickers place ads on a small number of publisher sites Traffickers manage creative assets in one centralized system
Traffickers manage creative assets in one centralized system
True or False? TrueView ads on Google Video Partners drive as much lift in ad recall as TrueView on YouTube.
True
True or false? One of the advantages of using Display & Video 360 for data-driven creatives is that the creative and media teams can collaborate in one platform. Select the best answer. True False
True
True or false? The Creative module in Display & Video 360 enables you to build multiple creative variants in Ad Canvas so you can show different creatives to different customer segments. Select the best answer. True False
True
True or false? You can configure Verification settings at the account, advertiser, or campaign level. Select the best answer. True False
True
TrueView for action is a skippable in-stream video ad that uses target CPA or Maximize conversion bidding.
True
These ads enable advertisers to capture their audiences at key moments of discovering new content on the YouTube home feed, watch page, and search results.
TrueView discovery ads
These ads are skippable in-stream ads that drive actions within your website, like sign ups, referrals, bookings, subscriptions, leads, or purchases.
TrueView for action ads
What video ad format should you use as an alternative to 30-second ads if you're primarily looking for incremental reach and a low CPM?
TrueView for reach
These ads are skippable ads bought on a cost-per-view.
TrueView in-stream
Video formats bought in Google Ads and Display & Video 360 (DV360) that run on YouTube are also available on Google Video Partners:
TrueView in-stream TrueView for reach TrueView for action (beta) Bumpers Non-Skippable in-stream ads (Google Ads and DV360)
Our consideration and interest products invite your customers to engage with your messages, and build consideration for your product and services during high-intent, opinion-shaping moments. What kinds are there?
TrueView in-stream ads TrueView discovery ads Drive online actions with YouTube. TrueView for action ads
YouTube's skippable ad formats that give users a choice:
TrueView in-stream, TrueView for reach, and TrueView discovery.
When a publisher informs you the submitted VAST tag doesn't meet their specifications, what do you do? Select the best answer. Upload new creative, update the placement settings, and resend the VAST tag Update the placement settings and resend the VAST tag Update the placement settings
Update the placement settings
Rich Media Metrics
Video Plays Video First Quartile Completions Video Midpoints Video Third Quartile Completions Video Completions Video Full-Screen Video Mutes Video Pauses Video Replays Video Stops Video Unmutes
Local Catalog Ads
are highly visual and easy-to-browse mobile ads that reach viewers of Display ads. They can help drive foot traffic to local stores by highlighting store-specific products, inventory, prices, and store information. You can showcase your products and access the wide reach of Display ads across more than 3 million sites and apps.
advertiser-provided extensions
are not automatically generated, but Google recommends implementing the options amount for the business in order to achieve the most possible impressions. These will always supersede automated ones.
Bumper ads
are six-second non-skippable in-stream ads bought on target CPM that drive additional reach, frequency, and brand awareness.
Variable Bidding
What Layer at least one audience group on top of your Search campaign, and bid differently for that audience based on their value to your business. How Increase your bids on certain audiences: If you bid higher for certain audiences, you'll potentially have your ad shown at a better position when people search for you. For example, using Affinity Audiences, Hiroko could bid higher for customers searching for "mountain bikes" who are also passionate about outdoor adventure sports. Decrease your bids on certain audiences: Certain audiences might not have as strong a performance as others do, so you can reduce your bids when those audiences search for you. For example, using Remarketing Lists for Search Ads, you may know that certain past visitors have a low shopping basket average value. Bidding lower for lists that include such visitors may improve your overall campaign performance. Why you should care Ad auctions are competitive, and you want to make sure you're making the right bids when certain groups of people are searching for you.
Pageview:
Whether someone visits a specific page such as the reviews page
Questions that help add value to marketing plan
Which age group is more likely to purchase your product or service after clicking an ad? Which ad is leading to the most newsletter signups? On which day of the week am I generating the most sales?
Lightbox (Studio, Google Ads)
With a two-second rollover, Lightbox ads expand to show rich media content such as videos, games, images, maps, or shopping experiences. Where they're built: Studio Google Ads Hand code
Non-skippable in-stream ad
allow you to share your entire message with up to 15-second ads, and are bought on target CPM.
In the Tags section,
any issues detected with your ad tags will be surfaced. There are four categories: Serving Reporting Publisher Warnings Frequently these issues are due to how the ad tags were implemented by the publisher team. Under "Details", you can find a description of the problem, which helps in working with the publisher to troubleshoot.
Placements
are a placeholder used to specify the publisher's ad slot. Placement information includes compatibility, ad slot dimensions, and pricing.
In-Market Audiences is a powerful way to drive consideration among people who
are actively researching the products or services you offer and who we've inferred are in-market to buy them, including those thinking of buying from other places.
Fully automated extensions
are directly populated by Google and don't require any action on your part. These extensions are shown automatically when Google predicts that they will improve ad performance.
Bumper ads
are six-second non-skippable in-stream ads that drive reach, frequency, and brand awareness. Bumpers are bought on a target cost-per-thousand impressions (CPM) through Google Ads (auction or advance buy), Display & Video 360, or Google Preferred. They have the lowest CPM among in-stream video formats and serve predominantly on mobile. Available on YouTube and Google Video Partners
In-stream ads
are video ads that play inside a publisher site's video player, usually before the publisher site content plays. Where they're built: Campaign Manager Google Ads
There are three core automation models that drive Smart Display campaigns:
automated bidding, automated targeting, and automated creatives.
Adding a + sign in front of a keyword turns it into a _____________ ___________ ____________ .
broad match modifier. This prompts your ads to appear only if the keyword or its close variations are in any part of the search terms. This is different from broad match, which allows for any variation of the keyword to appear in the search term. Broad match modifiers only allow for close variations.
Freshly assigned to a new account at your agency, you need to get their account set up in Campaign Manager. What information would you need before beginning to set up their account?
business structure, campaign goals, ad info
Both bumpers and TrueView for reach are billed
by CPM on impression.
Non-skippable in-stream ads
drive awareness and reach your target audience. -Available in auction or as a reservation buy -Industry-standard 15 seconds or less non-skippable video ad (20 seconds or less available in certain markets) -Most similar to TV ads -Available on YouTube and Google Video Partners (Google Ads and Display & Video 360)
TrueView for reach
drives awareness and optimizes for highly efficient reach and is bought on target CPM, using a skippable in-stream format.
App Switcher in your Google Marketing Platform homepage gives you
easy access to all the products in Google Marketing Platform that you have access to.
Interstitials
float on top of a publisher's web page. Because they aren't assigned to a fixed ad slot, they can be almost any shape or size, and you can place them anywhere over a publisher's content. The ad usually disappears after about 15 seconds if the user doesn't interact with it.
Mobile Rich Media Ad Interface Definitions (MRAID) is
for in-app environments. MRAID creatives can expand, resize, and use device functionalities.
Use Affinity to
generate broad awareness or consideration among a group of people with similar passions.
Use Surveys to
get fast, reliable opinions from real people
Callout extensions are used to
highlight information about value-adding attributes of the business, products, or services.
TrueView for reach offers
highly efficient reach to drive awareness at the lowest CPMs.
GMB insights can show
how many people saw her business online and the types of things they're searching for, see how many of her customers are asking for directions to the areas where she opened her new shops,
There are two ad formats for video creative that you need to know.
in stream and in banner videos
Ads
include the creative and its placement — the instructions for when, where, and how your campaign should appear on publisher websites.
There are two types of Google My Business accounts:
individual user and location group. A location group is essentially a folder of locations that you create within your user account.
The Video section provides
information around how your video ads are displaying, including information like: Video prominence Player sizes Total video impressions
Tracking tags gives 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.
Merchant Promotions
is a free feature that allows you to distribute online promotions with Shopping ads on Google.com. When you add promotions to products that you sell on Google, shoppers see a "special offer" link (e.g., 15% off, free shipping). This link can increase the appeal of your Shopping ads and encourage shoppers to buy.
Video Player-Ad Interface Definition (VPAID)
is a media type within a VAST tag. VPAID is used for ad interactivity in a publisher's in-stream video player. VPAID creatives can pause or mute the video and show additional content or interactivity.
VAST
is the most commonly used video tag format in online video advertising. VAST tags package all video serving files, companions, and tracking pixels for delivery into the publisher's video player
Conversion value per click (Conv. Value/Click) Column
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
Key benefits of bumpers
maximum reach, brand impact, high attention
Marketer accounts
may also contain multiple advertisers, but each one will represent a different line of business or brand.
Primary purpose of Local Inventory Ads...
show your products and store information to shoppers who are nearby and searching on Google. Their primary purpose is to drive consumers to your brick-and-mortar stores to complete a purchase (although they still have the option to purchase online as well).
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
how to bulk verify locations.
sign into GMB account, create your bulk upload spreadsheet (including each store code, business name, business location, phone and website, categories), request for bulk verification *must have at least 10 locations
What are key benefits of Smart Shopping Campaigns?
simplicity, performance, reach
There are three extensions every marketer should be using to enhance their text ad:
sitelinks, callout extensions, and structured snippets.
TrueView for action ads are
skippable in-stream ads that drive website actions, and are bought on target CPA or Maximize conversions.
YouTube for action is an umbrella term for any solution
that drives a specific action from YouTube. Today, actions we drive are focused on apps, website activity, lead generation, or offline store visits through either video campaigns or campaigns that run across Google properties to achieve a customer objective. YouTube for action is comprised of formats powered by conversion-based Smart Bidding, intent-rich audiences, and measurement capabilities that can be combined to convert YouTube engagement to business growth for our advertisers.
In Active View, you can see
the viewability of your impressions. This is calculated based on Google's accredited viewability solution, which takes into account: What portion of the ad appeared in a viewable space How long that portion of the ad remained visible
