Google Mobile Advertising Assessment

When you use a flexible bid strategy, it will automatically optimize your bids based on:

Your performance KPI (Key Performance Indicator)

To find the right mobile bid, you would calculate:

(mobile conversion rate / desktop conversion rate) - 1

According to a Nielsen study, what percentage of purchase-related conversions happened within an hour of the mobile searches that initiated them?

0.5 or 50%

What is a lightbox ad?

A cross-screen expandable ad format that optimizes for taps/swipes on mobile and mouse-overs/clicks on desktops

What is an app engagement ad?

A customized ad shown to users who already have the app in order to drive them back to the app

Where can app ads run?

Across Display, Search, and YouTube

______ are a type of ad format that show extra information about your business.

Ad extensions

The conversion optimizer for apps allows:

AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids accordingly across search and display inventory with the goal of helping Advertisers hit their desired Cost Per Installs

Admob is ____.

AdWords' non-owned and operated mobile app inventory

Select the one way NOT to track app conversions

Add a Javascript snippet to your website

Showing your ads on top of the mobile page in search results is beneficial because:

Ads above the results might get more prominent notice with smaller mobile screens. There are also no ads on the right-hand side of the results on mobile

Deep-linking allows:

Ads to direct customers into deeper, more targeted sections of the app

Sitelink extensions:

Allow advertisers to give users the option to land directly on specific pages of your site

Viewable impressions:

Allow you to pay for ads when they are displayed in a viewable position

Assuming Google forwarding numbers are available in your country, what do you need before you can set up conversion tracking for calls from an ad or website?

An active call extension or call-only ad

What will you need before you can set up conversion tracking for calls from an ad or from a website?

An active call extension or call-only ad

What is an app install ad?

An app extension which shows a link to your app below your ad

To understand the full value of mobile, you must take into account:

App downloads, calls, store visits, cross device conversion, mobile conversions

Which of the following is true about apps?

Apps are more geared towards retention, loyalty, and engagement

If your campaign is running on the Display Network, your ads:

Are automatically eligible to show in mobile apps

You can use the Mobile App Overview report to do which of the following?

Assess the general health of your app and follow data trends in key reporting areas

The App Overview report is a summary of the most salient data from all of the Mobile App Analytics reports. Use this report to:

Assess the general health of your app and to follow data trends

An advertiser would NOT use AdWords' mobile offering to:

Build a mobile-optimized website

To re-engage users with an app, use the following strategies:

Build remarketing lists, engage in proactive outreach, offer something unique, use deep linking, and track everything beyond installs to understand your most valuable users

What is the most common way for advertisers to monetize their app?

Charging for app downloads from the Apple iTunes or Google Play store In-app purchases In-app ads

Which of the following is a way for an advertiser to monetize their app?

Charging for app downloads from the Apple iTunes or Google Play store In-app purchases In-app ads

iOS app conversion tracking cannot be set up using:

Codeless conversion tracking

________ is a tool that can show you what happens after a customer clicks on your ads; whether they made a purchase, downloaded an app, or called your business

Conversion tracking

The two types of conversions for YouTube on mobile are:

Conversions and view-through conversions

If you want to reach certain categories of apps with in-app display ads, or if you know the apps you want to target, you should:

Create a placement inclusion for mobile apps

Usage data allows advertisers to:

Create remarketing lists based on how frequently or infrequently a customer is using their app

Which of the following is incorrect about AdWords cross-device conversions?

Cross-device conversions do not track from desktop to mobile conversions, it only tracks mobile to desktop conversions

A(n) ____ gives your app users the ability to open your app directly from other apps by clicking a link.

Custom Deep Link

To give your app users the ability to open your app directly from other apps by clicking a link, you should use: OR A(n) ____ gives your app users the ability to open your app directly from other apps by clicking a link.

Custom deep link

A ______ specifies a location in an app that corresponds to the content you'd like to show.

Deep link

For someone who wants to run a display network campaign, which tool is the best suited for providing targeting ideas and estimates:

Display Planner

If an advertiser wants to run a Display Network campaign, which tool should she use to get targeting ideas and estimates? OR: For someone who wants to run a Display Network campaign, which tool is best suited for providing targeting ideas and estimates?

Display Planner

Which of the following is NOT a type of mobile ad extension?

Download extension

What time of day does mobile usage generally peak?

Evening hours when people are at home

A mobile app is an application that can be downloaded and installed on your mobile device or rendered within a browser.

False

Advertisers can use Website Call Conversions to track calls to a Google forwarding number on their site from users who arrived there from any source.

False

Call conversions, which can be tracked by businesses in eligible countries, can be used to track calls from users who visited a website from any source.

False

With a business in an eligible country, advertisers can use website call conversions to track calls to a Google Forwarding number on their site from users who arrived there from any source

False

To connect Firebase to Google Analytics, which of these is required?

Google Analytics account access and a new property for your mobile app

Auto exclusions allow:

Google's mobile app promotion template ads to be automatically excluded from showing to users who have already downloaded the advertisers app

An app advertiser would want to use a third-party tracking company to:

Have a single SDK to add to your app instead of one from each ad network

App remarketing allows you to target people who:

Have used your app before

AdWords cross-device conversions don't:

Help advertisers track conversions that couldn't be tracked before in AdWords since they were attributed to another non-AdWords channel like organic or direct

The Mobile App Analytics Acquisition reports give you data about:

How often your mobile apps are installed and opened

Which is a benefit of using server-to-server app conversion tracking over an SDK?

If not implemented correctly, adding the SDK and conversion tracking code could result in bugs in the app

Assuming you are not using any bid adjustment and you value mobile traffic over desktop, which bid adjustment should you set?

Increase bid adjustment for mobile

If you value mobile traffic over desktop,which bid adjustment should you set?

Increase bid adjustment for mobile

You can use a mobile specific display URL to:

Indicate that you have a mobile-friendly landing page

The path to conversion on mobile is not the same as on desktop or tablet due to ALL of the following EXCEPT:

Intent

The Mobile App Behavior reports give you data about:

Interactions such as screen views, exits, and crashes

Once an advertiser opts in to advertise with our search partners (the default setting) in their campaign network settings, they should use _______ to have their ads populate within Google Maps for Mobile.

Location extensions

To show an ad, which is eligible to appear on search partner sites, on the mobile version of Google Maps, you should use:

Location extensions

How do upgraded URLs help advertisers with 3rd party conversion tracking?

Manage a single tracking URL at the campaign, ad group or ad level that is separate from the landing page URL

Which of the following is true about mobile optimized sites?

Mobile-friendly experiences typically feature easy navigation, quick-to-load images, and streamlined text

50% of purchase-related conversions happened within ______ of the mobile searches that initiated them.

One hour

When conversion data shows that mobile drives more value, you would _____ your mobile bid. When conversion data shows that desktop drives more value, you would ______ your mobile bid.

Raise, lower

Which of the following is NOT true about an app URL scheme?

Schemes are automatically set up when you create your app

Target cost-per-acquisition (CPA), which factors in auction-time signals including device, location, time of day, remarketing list, language, and operating system, automatically optimizes bids across:

Search and display inventory to help advertisers reach their desired cost-per-install goal

To track conversions in an app, you can add the AdWords Conversion Tracking SDK to your app. SDK stands for:

Software Development Kit

Which automated bid strategy might help improve the chances that your ad gets to the top of the page?

Target search page location

Which flexible bid strategy might help improve the chances that your ad gets to the top of the page?

Target search page location

An advertiser with shops throughout the country could use the location extension targeting to:

Target users who are within 10 miles of one particular city in the country

An advertiser with stores throughout the country could use Location Extension Targeting to:

Target users who are within 10 miles of one particular city in the country

Setting up Mobile App Analytics requires:

The "Edit" permission for a Google Analytics account and technical knowledge of your app development environment

The mobile video Masthead is a homepage ad similar to the desktop video Masthead and will appear on the homepage of all of the YouTube mobile and tablet properties, including _____

The Android native mobile app, the iOS app, and m.youtube.com

In AdWords, you can create and manage video campaigns by using ___.

The TrueView family of cost-per-view (CPV) video ad formats

With YouTube Mastheads you can get 100% share of voice, not just on the desktop YouTube site, but also across screens with:

The YouTube mobile site and the YouTube app

iOS App Install confirmation is a feedback mechanism which enables customers to receive confirmation from Google every time an iOS app install event can be attributed to an AdWords ad click or view. Why would an advertiser use this solution?

The advertiser is using an in-house or third party app analytics system.

The Mobile App Analytics Behavior reports give you data about

The detailed ways users interact with your app

Many successful mobile sites have large "touch targets" for clicking that take into account ______.

The lack of precision on a touch screen

Which of the following is true about apps?

The number of app installs on Android tablets is increasing

Showrooming refers to:

The phenomenon which turns brick and mortar stores into showrooms for products which are then purchased online or via mobile

Which of the following is the main reason an app advertiser would want to use a 3rd party conversion tracking company?

To have a single SDK to add to your app instead of one from each ad network

An app developer might use remarketing if they wanted to promote a paid version of their game to all users of the free version who reached Level 10 of the game.

True

App Downloads are conversions that are tracked when a user downloads or installs a mobile application for the first time.

True

Call Conversions help advertisers understand the value that calls from their ads are driving by counting calls of a minimum duration to a Google forwarding number as conversions.

True

Call conversions, which can be tracked by business in eligible countries, can help advertisers understand the value that calls from their ads are driving by continuing calls of a minimum duration to a Google forwarding number as conversions.

True

Mobile presents an opportunity for a more targeted marketing message because you have an understanding of context such as time, location, and proximity of the customer.

True

The codeless conversion tracking solution is usually recommended for app downloads on Android OS over SDK or server to server solution when speed and ease of implementation is a priority.

True

Third-party analytics companies can reduce complication for advertisers by providing them only one SDK to add to their apps.

True

True or false: Firebase can reduce complication for advertisers by providing them with only one SDK to track all traffic sources, including ad networks.

True

In AdWords, you can create and manage video campaigns targeting moblie devices by using ___.

Video campaigns

Automated bidding is ideal for advertisers who:

Want to save time managing bids based on hundreds of signals

Automatic bidding is ideal for advertisers who:

Want to save time managing bids based on hundreds of signals

The Analytics Mobile App Acquisition reports give you data about: OR The Mobile App Analytics Acquisition reports give you data about:

Which type of targeting has the lowest cost-per-acquisition

When should an advertiser use an app extension instead of an app promotion ad?

With keywords intended to direct users to the mobile website, but still give the option to download the app