google ads
Why might there be a difference in the conversion date between Google Ads and Google Analytics?
There might be a difference because Google Analytics attributes conversions to the day they happen, not to the date of the impression that caused the conversion.
How can the power of Google's AI help advertisers?
It can optimize performance in real time.
Enhanced conversions for leads can be described in which way?
It uses hashed, first-party data.
How are incrementality experiments different from A/B experiments?
They determine the impact of ads on a consumer's decision to convert or not.
You've been hired as a consultant to help an online store owner. You need to complete the implementation of conversion tracking tags into their website.How can Tag Assistant help you with this task?
It troubleshoots unverified conversion actions.
Enhanced conversions for web can benefit a marketing strategist in what way?
By using hashed, first-party data to unlock more powerful bidding
To compete in the right auctions with the most data and flexibility, what keyword match type does Smart Bidding need?
Broad match
What's an example of a campaign that fell short of its target goal?
A search campaign with an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.
A business owner is getting a good amount of traffic from their ads but not enough conversions.What action can they take to improve their conversion rate?
Add more negative keywords.
To set up enhanced conversions for web, what should an advertiser do?
An advertiser should go through Google Tag Manager, Google tag, or Google Ads API to set up enhanced conversions.
How would you describe attribution as it relates to the advertising industry?
Attribution determines how much credit each step of a process should receive.
How are calls tracked to an advertiser's account if the advertiser uses Google's phone call conversion tracking feature?
By a dynamically created Google forwarding number
If you want to add a column for conversion value per cost after setting up conversion tracking, how does that get calculated?
By dividing the total conversion value by the total cost of all ad interactions
Data-driven attribution works in which of the following ways?
By leveraging an account's historical data to credit the most impactful ad touch points across Search, YouTube, and Display.
After adding a conversion tracking tag to one of the landing pages of your company's website, you analyze the purchasing data and find duplicate conversions.How can you remove those duplicate conversions from the conversion count?
By modifying the event tag to capture a unique order ID
A marketing manager wants to try Maximize Conversions.How does this bidding strategy work?
By using machine learning to capture as many conversions as possible within a daily budget.
What are two capabilities of Google Tag Manager? Choose two.
It allows you to quickly and easily update tags on your website or mobile app from a web interface. It has collaboration and versioning capabilities.
Apart from conversion delay, what three additional factors influence conversion volume? Choose three.
Changes to ads Changes to attribution model Changes in competition or seasonality
How should marketers evaluate their campaigns?
Check whether the result of a specific objective exceeded or fell short of its goal.
The enhanced cost-per-click (ECPC) bidding strategy can be described in which of the following ways?
ECPC first looks at ad auctions, before raising a max cost-per-click (CPC) bid.
A hungry customer is searching for a place to eat in Florence, Italy, where you happen to own a restaurant called Ristorante Abigaille. The customer performs each of these searches: "restaurant tuscany," "restaurant florence," "3 star restaurant florence," and "3 star restaurant abigaille florence," then finds your site by clicking on your ads. They make a reservation after selecting your ad that appeared following the "3 star restaurant abigaille florence" search.What keyword would receive cred
Each keyword would receive credit for how much it contributed to the conversion, because the conversion would be attributed to each keyword proportionally.
How does experimentation contribute to a best-in-class measurement approach?
Experiments are a way to validate and test insights
Which of the following terms can be used to describe the amount of times a unique user will see an ad over a certain time period?
Frequency
When ad campaigns are optimized by Google's AI, what does that mean?
It means they use AI and machine learning technology to predict what will achieve the best conversion outcomes to optimize bidding, creative, etc.
In the world of digital advertising, how would a tag be defined?
It would be defined as a small snippet of code that's placed on every page of a website.
On a website or app, what would Google Analytics 4 refer to as interactions?
It would refer to event.
How would a digital marketing consultant describe the Google tag to a new advertiser?
It's a JavaScript framework, also known as gtag.js.
Besides attribution, what's another method used to analyze the return on investment (ROI) for media?
Marketing mix model
You're an advertiser at a large agency, and you want to know how marketing mix models work.Which of the following descriptions explains what marketing mix models do?
Marketing mix models are an analysis that shows the impact of marketing on a brand's sales.
What are the two types of optimization? Choose two.
Media mix optimization Channel optimization
After implementing conversion tracking for their website, a marketing manager is looking at the campaign report in their Google Ads account. They see that at least two of their ads got over 100 view-through conversions.What action could be called a view-through conversion?
One in which a customer sees but doesn't interact with the marketing manager's ad, and then later completes a conversion on their site.
Which of the following is an estimate of how well your Google Ads account is set to perform?
Optimization score
You want to advertise your website with Google Ads, and you're thinking of using one of Google's Smart Bidding strategies.Which of the following is a Smart Bidding strategy?
Target CPA
Target ROAS bidding can correctly be described in which of the following ways?
Target ROAS analyzes and intelligently predicts the value of a potential conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these searches to maximize return.
What are two benefits of using the Recommendations page in a Google Ads account to help with campaign performance? Choose two.
The Recommendations page can introduce you to new features and trends across Google. The Recommendations page can help maximize your budget by improving bidding and keywords.
What's a benefit of importing Google Analytics conversions to Google Ads?
The ability to provide Google Ads access to data that helps optimize bids
What report can determine how changes to the attribution model might impact conversion reporting when analyzing the conversion data of a Search Ads campaign in Google Ads?
The attribution report
What report can help show the duration between a user's first exposure and their subsequent conversion?
The time lag report
How are view-through conversions counted?
They're counted as conversions that are recorded when users view but don't interact with an ad, then later convert.
Why might an advertiser use enhanced conversions for leads?
To track sales that happen off a website from website leads
A potential customer is looking to buy a new car.What activity suggests they're in the awareness stage?
Viewing an online advertisement for a car
To implement sitewide tagging, what do you have to do?
You have to make sure Google Click Identifier (GCLID) still works if using click trackers in the URL
What should you do to set up the value of an online conversion action?
You should assign the value as $20, if the average value of a lead is $20.
To turn marketing insights into action, what action should you take?
You should focus on the right audience for the message shared in that stage of the buying journey.
You want to set up conversion tracking. What's the first step you should take?
You should set up a conversion action in Google Ads to measure what you consider to be valuable consumer actions.
You're a marketer looking to track product newsletter sing-ups on your website.What type of conversion action should you use?
You should use lead.
You're trying to determine how effectively your ads are driving online sales and generating leads through sign-ups, and you compare your Google Ads data with your offline data. That's when you see a difference in the number of sign-ups in Google ads vs. your offline data source. Assume everything is working properly and the issue lies with when a conversion was counted.What would you say is causing this data discrepancy?
You'd say that Google Ads reports clicks against the date/time of the event that led to the conversion. Depending on the other data source, it might use the click of the conversion itself.
If you're a marketer describing the criteria for store visits conversion tracking, what would you say?
You'd say that store visits conversion tracking requires sufficient data to accurately report store visits and pass Google's privacy thresholds.
If you want event-based data as opposed to session-based data, what platform would you use?
You'd use Google Analytics 4.
To learn how often an ad click or other ad interaction leads to a conversion, on average, what metric would you use?
You'd use conversion rate.
