Digital Marketing Exam 2

An advertiser bids $10 CPM, achieves a 1% CTR, and achieves a 5% conversion rate. What would an equivalent CPA bid for this advertiser be?

$20

An editorial link is:

A link created voluntarily by another website owner because he/she values the website's content

Julie wants to show potential customers products they previously viewed on her website.What does Julie need in place to create dynamically generated display ads within a Dynamic Remarketing campaign?

A pre-uploaded feed

Hank wants to use a "Maximize Conversions" campaign with the Performance Planner.Which recommendation can be provided to Hank by the Performance Planner?

A recommended average daily budget

A marketer is keeping track of the revenue generated by his campaign. He wants to see a specified return-on-investment for his monthly ad spend.Which type of automated bidding strategy will meet his needs?

A revenue-focused bidding strategy

A company sends out a broadcast email to its entire email list informing the list about Black Friday deals. At 6:00 pm on Black Friday, the company sends out an email only to members of its email list that (1) clicked on the previous email and (2) did not make a purchase. This second email is an example of:

A triggered email

The three match types vary in how close the search phrase and the keyword have to be in order to trigger the ad. Which match type is in the middle (not the closest but not the furthest)?

A. Exact match B. Precise match C. Broad match D. Phrase match

When a consumer clicks on a display ad, the landing page should match the ad's:

A. Value proposition B. Color scheme C. Imagery D. All of these are correct

Which Display Ad format should you use if you're concerned about malware and want a secure ad experience across platforms?

AMPHTML ads

A website that sells high-end ties notices that its ads are showing up for searches that include "cheap." Because its ties are expensive, it does not want its ads to show up for searchers using the word "cheap." What should this advertiser do?

Add the word "cheap" to its negative keyword list

Two advertisers achieve the same 1% CTR on their ads. Advertiser A bids $10 CPM while Advertiser B bids $1.50 CPC. Which advertiser will be awarded more impressions from the ad network?

Advertiser B because his/her bids are expected to earn the ad network more money

What is a key benefit of Display campaigns?

Advertisers can provide minimal input to create a Display campaign.

Which targeting option is best for achieving brand awareness?

Affinity

Zoe runs a sports media website that caters to fans of many different types of sports. She's starting a Google Display Ads campaign and is considering methods to reach her sports-loving audience.What's a compelling reason for Zoe to use Affinity Audiences?

Affinity Audiences allow her to reach sports enthusiasts.

Felix wants to start showing his Google Display Ads to a narrower audience with the help of demographic targeting.Which two types of data are included in demographic targeting?

Age and gender

Retail websites can most advisedly grow their email list by:

Allowing customers to sign up for the email list during the checkout procedure

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

Auction time bidding

Diana is running a successful remarketing campaign. She wants to expand her reach with other targeting options. While creating a new Google Ads Display campaign with the "Influence consideration" marketing objective, she chooses Similar Audiences as her targeting option.

Audience interest around different topics

An agency is interested in using automation to more effectively manage their Google Display campaigns.What's one automation model that Display campaigns provide?

Automated bidding

What are the three main automation components of Smart Display campaigns?

Automated creatives, Automated bidding and Automated targeting

While managing a successful Google Ads campaign, why would you choose automated bidding instead of manual bidding?

Because given the dynamic nature of Google's auctions, the appropriate bid can often be a moving target that is challenging to reach at scale when using manual bidding

Email marketers can target different segments by:

Both sending emails only to specific segments of the email list AND changing portions of content for each segment within an email

What are the three marketing objectives that can be met via targeting on Google Display ads?

Build awareness. Influence consideration. Drive action.

Bill has released a new line of products for his business and is using Google Display Ads to influence customer consideration.How does Google Display Ads targeting help Bill reach his marketing objective?

By allowing Bill to strategically show his message to users when they're actively browsing, researching, or comparing the types of products he sells.

How can Google Ads help you advance your business goals?

By building awareness of your brand By driving online, in-app, in-person, and over-the-phone sales By influencing consideration of your products and services All of the above

Marta's Display campaign has delivered results beyond her expectations. She knows she increase returns with added spend, but that's not possible for her at the moment.How would Performance Planner benefit her in this situation?

By optimizing her available ad budget for maximum growth.

Amanda is the marketing manager for a plant nursery. She has a large number of campaigns and needs help keeping her bids relevant every day.How can automated bidding help her?

By setting her bids when auctions happen.

Nathan manages a website that sells bicycles. He's using a Google Ads Display campaign to drive purchases in that segment, and chooses In-Market audiences as his targeting option.

Connects him with audiences most interested in what he has to offer.

Content marketing differs from advertising in that:

Content marketing is meant to entice readership/viewership on its own merits

Return on Advertising Spend (ROAS) cannot be calculated within a Google Ads account unless:

Conversion tracking is set up properly in analytics (or Tag Manager) and connected to the Google Ads account

Millie is managing a Google Ads campaign for a new client who's tracking all important actions post-click and values each of their conversion actions equally.What type of automated bidding strategy would be ideal for this client?

Conversion-focused bidding

A website that sells suits has created two custom segments: one called "Working Professionals" and another called "Luxury." It would like to execute an advertising campaign targeted to people who belong to BOTH segments. How can it accomplish this?

Create a combined audience with the AND specification

Amy has created a new brand for her company's goldfish training materials. She knows that other companies train goldfish and it is a popular sport, but realizes that it is a niche market. She wants to use a Google Display Ads campaign to build awareness for her new brand. Which Google Display ad targeting option can help Amy with her goal of creating awareness within her niche market?

Custom Affinity audiences

Brian's desired audience isn't covered by the segments In-Market audiences offers.What's another suitable option Brian could choose to help him influence potential customer consideration?

Custom Intent audiences

Which targeting option is best for influencing consideration?

Custom intent

Trevor owns a manufacturing business that makes specialized hiking and rock climbing gear. He is a very small player in the market, but he is ready to scale up his business.Which Google Ads campaign type should Trevor use to increase his brand's exposure and reach audiences with interests in hiking and rock climbing across the web?

Display

What two types of remarketing can be used on Google Display ads?

Dynamic and standard remarketing

In order to drive sales with her Google Display Ads campaign, Charlotte wants to reach audiences who looked at products on her website, with new ads for those exact products.

Dynamic remarketing

Sending out press releases to entice news organizations to do a story about a company can result in links from these news organizations' websites. These links would be considered:

Editorial links

A B2B services company is likely to use email marketing to:

Engage in lead nurturing

If I write five headlines for a Responsive search ad, which headlines will show up in the ad?

Every ad impression will include a subset of the headlines, but all five headlines will be selected from

Uploaded ads give advertisers access to more inventory than Responsive Display Ads.

False

What is the anchor text of this link: <a href="http://jane.com">Fashion deals</a>

Fashion deals

Advertisers on a display network can pay through each of the following methods EXCEPT:

Flat fee

Marco newest client believes Google Ads would be the ideal platform for his services, but he's worried that his business can't afford to compete.What can Marco explain about Google Ads to ease his client's concerns?

Google Ads gives you total control over your budget.

A marketing director wants to acquire a lot of exposure for a new product line that her company's launching. She understands that she can reach a significant portion of people on the internet with the help of a Display campaign.How could she achieve her marketing goal using a Display campaign?

Her ads will serve on website content related to her business or her customers' interests based on her targeting decisions

In what way is the final URL the most important part of a search ad?

If the final URL is wrong, searchers cannot reach the website properly

Toyota knows that people are only actively looking to purchase a car every few years. It wants to focus its ad dollars on people who are actively researching cars to purchase. What targeting dimension should Toyota use for its ad campaign?

In-market audience

Why should email marketers remove from their email list any consumers who have not opened an email for several months?

Including these recipients puts the company at risk of being blocked by spam filters

Ben sells housewares through his website and app.What are two ways that Google Ads can fuel his business goals and help him achieve his objectives?

Increase overall installs and interactions with his app and Help users find and discover his products.

Loretta is the advertising director for a large meal-kit company. She's setting up a Google Display Campaign to identify and engage with large audiences in order to extend their market reach.Which statement most accurately describes the reach a Google Display Campaign can provide Loretta?

It allows her to reach over 90% of global internet users across millions of apps and websites.

Doreen uses Google Search to reach customers as they search for products similar to hers. She'd like to create a Display Remarketing campaign to reconnect with users and increase sales.How might remarketing help her meet this marketing objective?

It allows her to show ads to people who previously visited her website as they browse websites and use apps.

How does Google Display Ads drive marketing results every day for thousands of advertisers around the world?

It allows them to run ads and connect with audiences through Gmail, YouTube, and millions of other websites.

The primary advantage of a short email sign-up form is that:

It attracts a higher volume of sign-ups than a longer form

Mandy has a large art-supply company that sells through both her brick-and-mortar store and online. She wants to increase the awareness of her brand and drive higher sales.How can Google Display Ads help Mandy achieve her business objectives?

It places Mandy's ads against the most relevant content by using best-in-class intent signals.

Email marketing can be especially effective for a search engine like Kayak or Expedia because:

It typically has information about deals that might interest its customers

How does Google Display Ads drive results every day for thousands of advertisers?

Its real-time view of context and behavior across the web powers unique understandings of intent.

A furniture seller believes that people who have just moved are more likely to need new furniture. What targeting dimension should this furniture seller use for their ad campaign?

Life events

Why is receiving 100 links from 10 different websites better than receiving 100 links from the same website?

Links from 10 websites mean a higher link diversity than links from one website

Writing a blog post for someone else's blog and including links to one's own site would give a website what kind of links?

Manual links

Priya only has $500 a month to spend on her campaign, but she needs to drive as many potential customers as possible to her website.Which type of automated bidding strategy would be best for Priya's campaign?

Maximize clicks

Which of the following is NOT used when calculating an ad's Quality Score?

Organic search ranking

Which of the following is NOT a targeting method available on the Google Display Ad Network?

Past visits to competitors' websites

What are key factors to keep in mind when choosing a bidding strategy for your campaign?

Performance, auctions, and user journey complexities

Good display ad copy does everything EXCEPT:

Pre-convert the consumer

Which of the following is NOT a match type for selecting search ad targets?

Precise match

Which of the following is NOT recommended to be shown in a search ad?

Reference to competitors

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

Relevance, control, and results

Which Display Ad format runs in both native and non-native inventory?

Responsive Display Ads

Which of the following is not a component of Google Display ads' value proposition?

Search

An experiment at eBay showed that advertising on brand keywords (searches that included "eBay") were not profitable because:

Searchers clicked the organic listing when the advertised listing was not available

An account executive manages Google Search campaigns and would like to extend her reach with Google Display ads. She's trying to decide whether to use the default optimized targeting or to manually add more layers of targeting herself.

She prefers more control over all aspects of her Display campaigns.

Which of the following are the benefits of using Responsive Display Ads?

Simplicity, automation and reach

When a Responsive Display Ad is automatically assembled, what's adjusted to fit the ad slot?

Size, appearance, and format

Siona is planning a new Google Ads campaign with the goal of capturing a minimum number of impressions for her ads.What type of automated bidding strategy should Siona use?

Target impression share

If an email marketer has a good email list and lots of information about the users on this list, marketing automation would be useful for:

Targeting emails to the right users based on their ongoing behavior

An ad's location, bid strategy, daily budget, ad extensions, and more are all determined at what level within the Google Ads account?

The campaign level

What's one benefit of using responsive display ads?

The can run on native inventory

A major advantage of creating content specifically with the goal of ranking well for a popular search phrase is that:

The content will have built-in distribution

I place the following link on my website: <a rel="nofollow" href="http://jane.com">Fashion deals</a>. How will this link be treated differently by the search engines?

The link will not pass link authority to jane.com

To determine the winner of an A/B test on a subject line, an email marketer should use:

The open rate

What's an advantage of the reach of Responsive Display Ads?

They automatically adjust your creative asset's size, appearance, and format to fit just about any native or non-native ad slot.

What's an advantage of responsive display ads?

They offer complete control over the way your ads look and feel.

You have a website that sells widgets, and you have a category page specifically for blue widgets. After some extensive outreach efforts, you are able to gain 100 links to your blue widgets category page, but no links to your homepage. How will these new links affect the rankings of your homepage on relevant searches?

They will improve homepage rankings

How is using non-last-click attribution conversions useful for Performance Planner forecasts?

To allocate budgets that drive incremental conversions

What can the Performance Planner assist you with?

To improve return on investment so you can drive more conversions within your target CPA (cost-per-acquisition)

Maria has been told that she should use the Performance Planner on a monthly basis.Why should she do so?

To react to ever-changing external factors

After a B2B services company closes a deal with Company X, email marketing may still be useful for purposes of:

Training the employees within Company X

What are two ways that Performance Planner can help reveal the possibilities across all your Google Ads campaigns? (Choose two.)

Validation and simulation

Two competing websites have the same number of links. Website A received all of its links between January 2016 and January 2017. Website B received its links from January 2016 to the present. Which website is likely to rank higher today for a search that is equally relevant to both sites?

Website B, because it has higher link freshness

When should you use responsive display ads?

When your primary goal is performance.

To determine whether a new ad copy is better at attracting attention, an advertiser should conduct an A/B test and measure

the click-through rate

What two main ad formats can be used in a Google Display ads campaign?

uploaded and responsive