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Google AI-Powered Performance Ads Certification Exam Answers

Google AI-Powered Performance Ads are a type of advertising solution offered by Google that leverages artificial intelligence (AI) to optimize ad performance. These ads use machine learning algorithms to automatically adjust various elements of the ad, such as bidding, targeting, and creative elements, to deliver the best possible results for advertisers.

The key features of Google AI-Powered Performance Ads include:

  1. Automated Bidding: The AI algorithms analyze historical performance data and real-time signals to adjust bidding strategies in order to maximize the likelihood of achieving the advertiser’s goals, such as conversions or clicks, at the most efficient cost.
  2. Dynamic Creative Optimization: These ads dynamically adjust their creative elements, such as headlines, descriptions, and images, to match the preferences and behaviors of the target audience. This helps to improve relevancy and engagement.
  3. Audience Targeting: Google’s AI algorithms identify and target the most relevant audience segments based on their past behaviors, demographics, and interests, optimizing ad delivery to those most likely to convert.
  4. Cross-Channel Optimization: Google AI-Powered Performance Ads can optimize ad performance across multiple channels, including Google Search, Display, YouTube, and other partner websites within the Google Display Network.
  5. Real-Time Optimization: The AI algorithms continuously analyze performance metrics and adjust ad strategies in real-time, allowing advertisers to adapt to changes in market conditions and user behavior quickly.

Overall, Google AI-Powered Performance Ads offer advertisers a powerful and efficient way to maximize the impact of their advertising campaigns while minimizing the need for manual intervention and optimization.

Google AI-Powered Performance Ads Final Exam Quiz Answers

  • Target ROAS
  • Maximize clicks
  • Target Impression Share
  • Maximize conversions
  • Create a Maximize Clicks bidding strategy to propel website traffic volume.
  • Develop a strategy of importing offline values through the use of enhanced conversions for leads.
  • Create value rules based on audiences that have visited a local store in the past.
  • Utilize a Maximize conversions bidding strategy in order to increase conversion volume.
  • Create additional phrase and exact match keywords to improve reach.
  • Add Customer Match lists with data older than 90 days.
  • Remove negative keywords that may block relevant traffic.
  • Dismiss recommendations to add relevant new keywords.
  • Define new performance targets every month or quarter in order to optimize AI-driven solutions.
  • Develop shared budgets and portfolio bid strategies as a means of maximizing campaign flexibility and using AI to full advantage.
  • Prevent unnecessary budget usage during seasonal periods by capping budgets at the average daily spend.
  • Develop different budgets for campaign experiments and unforeseen market changes as a means of improving chances for success.
  • Phrase match
  • Negative match
  • Exact match
  • Broad match
  • Search campaigns
  • Performance Max campaigns
  • Video campaigns
  • App campaigns
  • Setting up Performance Max with a comparable CPA or ROAS target to other campaigns
  • Making sure the Performance Max budget is limited to 10% of other campaigns’ budgets.
  • Running the Performance Max experiment for one to two weeks before assessing the results
  • Establishing a new CPA or ROAS goal for Performance Max campaigns
  • By the review and dismissal of recommendations that are relevant to their goal to save time optimizing campaigns
  • By measuring their score at the individual account level but not their manager account level
  • By accepting and immediately applying recommendations tailored to their business, which can save time
  • By determining the extent to which campaigns can be improved and how to go about making improvement
  • By running concurrently with an original campaign, a trial campaign controls for external factors, like seasonality, that might otherwise bias results.
  • By running a single campaign at a time, an A/B test allows for a true ramp-down period between each testing period so that results can be decluttered.
  • By testing multiple variables at a time, an A/B test gives advertisers information they can use to adjust their campaigns quickly based on insights.
  • By revealing whether their trial campaign drove user action that wouldn’t have taken place otherwise, an A/B test gives insights into user behaviour.
  • Selecting images with a white background since these images tend to perform better
  • Providing only square images as a means of maximizing the frequency with which assets can serve
  • Centering the most important content in the image asset to maximize impact
  • Always uploading at least four relevant and unique images at the campaign or ad group level
  • Time spent on site
  • Cart size
  • Page depth
  • Cost-per-click
  • Starting conversion tracking after a campaign has been running for two weeks
  • Ensuring that your Google My Business and Google Merchant Center feed are operating under separate accounts
  • Minimizing the number of ad extensions used within an asset group
  • Using the maximum amount of assets permissible, which includes text, image, and video assets
  • Encourages teams to break down silos and quickly identify solutions.
  • Fuels competition across the organization.
  • Allows leaders to identify low performers more quickly.
  • Helps teams test multiple business objectives at the same time.
  • Create a value-based Smart Bidding strategy in their top two campaigns.
  • Begin with a strong measurement and attribution strategy based on their goals.
  • Build a large list of negative keywords to tailor traffic and eliminate uninterested consumers.
  • Enable a volume-based Smart Bidding strategy in all campaigns.
  • It’s a strong indicator of industry-wide performance for machine learning.
  • It’s easily replicated by multiple teams within their organization.
  • It’s high-quality and captures customer transactions that drive business results.
  • It’s similar to competitor data and can be used to understand how others are performing.
  • Because it would optimize for driving lead volume, as all customers create the same amount of value
  • Because it would allow them to focus on maximizing website traffic in order to get new potential customers
  • Because it would optimize for high-value customers as well as a high volume of leads.
  • Because it would allow them to maximize total conversion value at a desired ROAS target or budget
  • Responsive Search Ads, Image Assets, Broad match keywords
  • Smart Bidding, Responsive Display Ads, Uncapped budgets
  • Phrase match keywords, Exact match keywords, Smart Bidding
  • Smart Bidding, Responsive Search Ads, Broad match keywords
  • What are the data storage capabilities for each marketing team member’s organizational device?
  • Are we aligned with local regulations on data collection and user privacy to ensure we are properly using first-party data?
  • Is there a way our data collection policies can be modified to encourage customers to share as much as possible?
  • How can we start to use this data as quickly as we can, even at the expense of alignment with other teams?
  • Search terms report
  • Diagnostic insights
  • Search trends and demand forecasts
  • Asset audience insights
  • Target conversion value
  • Maximize clicks
  • Maximize conversions
  • Target ROAS
  • Review the amount of spending for each keyword in a campaign over the past month.
  • Estimate the opportunity for increased sales during upcoming seasonal periods.
  • Ascertain how different budgets will impact performance through insights gained.
  • Decide which billing method accommodates a particular account.
  • By avoiding commonly used keywords in headlines and descriptions
  • By using the Ad Strength tool to learn more about how to make a Responsive Search Ad
  • Through the use of the Keyword Insertion tool that can spot new keyword ideas
  • Through the use of more unique headlines and descriptions
  • Maximize clicks
  • Maximize conversions
  • Maximize conversion value
  • Target ROAS
  • They prevent ads from being delivered for searches that might otherwise qualify but most likely don’t match the intent of the search.
  • They give marketers insight into what other searches customers are using to arrive at their business.
  • They can help eliminate the possibility of customers writing unfavorable reviews about a particular business.
  • They allow marketers to add negative keywords as a means of limiting the terms competitors can bid on at auction.
  • Setting up an annual forecast at the start of the fiscal year so budgets can be created accordingly
  • Coming up with month-by-month plans in the tool and regularly viewing updated forecasts
  • Using Performance Planner more during non-seasonal periods, as these are the periods when data is most accurate.
  • Viewing forecasts on a year-to-year basis, since sales data during peak seasonal periods is typically higher
  • Uncover budget limitations that may be restricting assets from showing in auctions.
  • Identify opportunities to replace low-performing assets with assets that have better potential.
  • Identify new keywords to add to a campaign to improve asset reach.
  • Use high-performing assets as inspiration for future creative assets.
  • Product and brand consideration
  • Brand awareness and reach
  • Local store visits and promotions
  • Website traffic
  • Creating highly specified silos within their organization to permit specialization and multiple budget owners.
  • Developing capabilities in critical areas like high-quality data and a skilled workforce as a means of complementing AI’s benefits.
  • Advising teams not to experiment as a means of eliminating risk and maintaining performance stability year-after-year.
  • Establishing budget processes that define digital marketing as a cost center for the organization.
  • Review industry reports to predict query demand for the coming year and what budget level will be required.
  • Set up a monthly or weekly sync with the finance team to share opportunities and results to encourage budget flexibility and collaboration.
  • Plan ahead by setting aside a percentage of budget to be used for testing and reacting to market changes.
  • Send a quarterly budget review to their supervisor to request additional budget for testing in the upcoming quarter.
  • They limit a marketer’s ability to compete in more auctions and match to more queries.
  • They are a time-saver that allow for the creation of one ad with a number of headline and description assets.
  • They manually select the best combination of headlines and assets based on their review of data.
  • They cater to different device sizes, allowing advertisers a wider reach in regards to potential customers.
  • It refers to the load time for a page that is used to measure conversion actions on the advertiser’s site — an order confirmation page, for example.
  • It is the amount of time that elapses between the clicking of an ad and an advertiser either uploading an offline conversion or completing the conversion on a site.
  • It is the amount of days required for a newly adopted Smart Bidding strategy to take effect after the first recorded online or offline conversion for a campaign.
  • It is the amount of time it takes an advertiser to create a conversion measurement strategy for their Google Ads account.
  • Ad strength rating
  • Target simulators
  • Keyword planner
  • Diagnostic insights
  • Cost of goods sold
  • Marketing spends
  • Cost-per-click
  • Profit
  • By putting an automatic pause on campaigns that have low ad strength or a limited budget
  • By giving explanations for fluctuations in campaign performance
  • By allowing marketers to see competitors’ ad performance data
  • By showing the drivers of a campaign’s week-on-week and month-on-month performance
  • Segmenting account structure according to device and match type as a means of customizing creative
  • Focusing account structure on business goals rather than channel silos
  • Creating as many campaigns as feasible in order to achieve business goals
  • Designing campaigns around specified manual optimization levers
  • When experimenting with creatives, new ads are not subject to ad approvals, so experiments can be expedited.
  • After an experiment ends, evaluate performance over a timeline that includes the ramp-up period.
  • Focus tests on one variable at a time and use separate tests to examine the effects of more than one change.
  • Pick two or three metrics to evaluate campaign performance and determine the winner of a test.
  • They allow for the measurement of changes on campaigns and permit marketers to easily revert back to original campaigns, if needed.
  • They let marketers test Google Ads campaigns’ effectiveness against that of traditional media campaigns like TV or print ads.
  • They can help the organization figure out whether proposed changes can help them achieve their intended marketing objective.
  • They guarantee results that are statistically significant by randomly choosing how much Search traffic will be diverted to an experiment.
  • Adjusting bids during seasonal events
  • Product-level testing and rotation
  • Keeping bids consistent during seasonal events
  • Creative-level testing and rotation
  • Reviewing marketing best practice checklists
  • There’s no specific focus, as all types of recommendations are surfaced for all individual and manager accounts
  • Information gleaned from algorithms that identify the changes necessary for the largest increase in campaign spend, independent of performance impact
  • Recommendations are surfaced when the system determines that business objectives need to be expanded.
  • Information gleaned from machine learning and simulations that identify potential performance uplift based on a marketer’s business objective
  • Actual value
  • Intrisic value
  • Necessary value
  • Unique value
  • Google’s AI will only work in newly created campaigns with budgets of $1,000 per day or more.
  • A Smart Bidding strategy will revert to manual bidding when a campaign’s budget is limited.
  • Campaigns need sufficient budget headroom to allow Google’s AI to work to its fullest potential.
  • Campaigns that adopt Google’s AI spend more money to reach more customers.
  • By utilizing AI to make decisions around how much money is budgets to various channels like YouTube and Search
  • By optimizing campaigns across channels manually and insights into performance drivers
  • By promoting a particular product or service in a single campaign that covers almost all Google Ads inventory
  • By letting advertisers create and manage individual text, image, and video ads so that they can better tailor their ads to their intended audience
  • To show the top asset combinations for each campaign type in an account
  • To identify the ideal budget level a campaign needs to maximize performance
  • To browse headline and description recommendations to create stronger ads
  • To uncover the reasons behind performance changes in just a few clicks
  • Insights can be used for purposes of optimizing Search campaigns.
  • Insights can be used to discover and diagnose issues around performance.
  • Insights can be used to understand competitors weekly spend.
  • Insights can be used to understand emerging search trends and new converting audiences.
  • Make sure their Google Merchant Center and Google Ads accounts are separate so that they can avoid overlap.
  • Utilize any Smart Bidding strategy as a means of making bids across channels using AI.
  • Design effective creatives that are tailored to the new line of couches for which they wish to increase sales.
  • Put a limit on the sharing of audience data so that human input doesn’t interfere with AI-powered processes.
  • Only the past week of data is used to inform recommendations, which means optimizations are based only on recent activity.
  • When recommendations are applied, campaign budgets are increased or allocations between budgets are changed as a means of helping to drive performance.
  • Marketers choose recommendations that are applied across a whole account or manager account, helping ensure that best practices are followed.
  • AI strategically determines and automatically applies the recommendations that are most likely to have the biggest impact on campaigns.
  • It could help them increase total incremental conversions by 13% on average through video ad formats.
  • It could help them find new customers across Google Ads inventory through the use of AI.
  • It could allow more time to spend crafting their unique value proposition through the use of manually created assets.
  • It could let them choose the websites on which their ads are shown.
  • Quarterly budgets that can increase without approval
  • Fixed annual budgets that don’t fluctuate with demand
  • Budgets that aren’t set for a particular time period or initiative
  • Budgets that adapt to stock price performance
  • Broad match offers marketers a great deal control over the specific search terms that ads match to, and volume may be limited.
  • Broad match keywords must be present alongside both exact match and phrase match keywords in any ad group to ensure high performance.
  • Broad match allows marketers to reach the most possible consumers searching for their product or service, while saving time from adding a variety of keywords.
  • Broad match ensures the core concept of a keyword is present in the search term while reaching similar volume to what exact match keywords would provide.
  • Bid strategy report
  • Ad strength rating
  • Performance Planner
  • Keyword planner
  • Create a new CPA or ROAS goal for Performance Max campaigns to achieve.
  • Keep Performance Max budget limited to 10% of other campaigns’ budgets.
  • Optimize Performance Max to a comparable CPA or ROAS target to other campaigns.
  • Run the Performance Max experiment for one to two weeks before evaluating results
  • Add more phrase and exact match keywords to improve reach.
  • Eliminate negative keywords that could block relevant traffic.
  • Ignore suggestions to add relevant new keywords.
  • Add Customer Match lists with data that is more than 90 days old.
  • They let marketers identify additional searches that customers might be using to locate a business.
  • They make it harder for customers to leave negative reviews about a business.
  • They allow marketers to limit the terms that competitors are able to bid on at auction,
  • They prohibit otherwise qualifying queries from triggering ads for an irrelevant search.
  • Diagnostic insights
  • Keyword planner
  • Target simulators
  • Ad strength rating
  • Performance Planner
  • Keyword planner
  • Ad strength rating
  • Bid strategy report
  • Identify the best billing method for a particular account to make timely payments more likely.
  • Model the impact of different budgets to gain insights on how they might affect performance.
  • Determine the size of the opportunity for increased sales across upcoming seasonal periods.
  • Assess the spending-per-keyword in each campaign over the past month.
  • Create as many campaigns as possible to achieve business goals.
  • Design campaigns around specific manual optimizaton levers.
  • Focus account structure on business goals, not channel silos.
  • Segment account structure by device and match type to customize creative.
  • They guarantee that a keyword’s core concept is present in the search term while reaching a volume comprable to what exact match keywords would deliver.
  • Broad match gives marketers an opportunity to reach the maximum number of consumers who are seeking out their offering without having to spend the time adding different keywords.
  • They are needed alongside exact match and phrase match keywords in any ad group if high performace is to be expected.
  • Broad match gives marketers a lot of control over the specific search terms to which ads correspond, as well as the ability to limit volume.
  • Cap budgets at the average daily spend to eliminate unnecessary budget usage during seasonal periods.
  • Use shared budgets and portfolio bid strategies to maximize campaign flexiblity and allow AI to do its work.
  • Create a separate budget for campaign experiments and unforeseen market changes.
  • Adjust performance targets monthly or quarterly to optimize AI-driven solutions.
  • Campaigns need enough budget flexibility to maximize AI’s potential.
  • AI only works in newly created campaigns with budgets of $1,000 per day or more.
  • When there’s a limitation placed on a campaign budget, a Smart Bidding strategy will revert to manual bidding.
  • Campaigns will spend more of their budget to reach more customers.
  • Marketers select which recommendations are applied across an entire account or manager account, ensuring best practices are applied to all campaigns.
  • AI decides which recommendations to apply automatically to campaigns, without any need for human input.
  • Recommendations are based on the past week of data to react to the current market and avoid optimizations based on old data or settings.
  • Applying recommendations automatically will increase a campaign’s budget or reallocate budget between campaigns when necessary to improve performance.
  • They can create more unique headlines and descriptions.
  • They should avoid using popular keywords in headlines and descriptions.
  • They should use the Ad Strength tool to learn more about how to create a Responsive Search Ad.
  • They can use the Keyword Insertion tool to identify new keyword ideas.
  • Product and brand consideration
  • Website traffic
  • Local store visits and promotions
  • Brand awareness and reach
  • Use any Smart Bidding strategy to make bids across channels with AI.
  • Limit sharing audience data in order to allow AI to operate without human input.
  • Build strong creatives customized to their sneaker products or offers.
  • Separate their Google Merchant Center account from their Google Ads account to avoid overlap.
  • By letting them choose the websites on which their ads are shown, resulting in more store visits from potential customers
  • By using AI as a means of locating potential new customers across Google Ads inventory
  • By increasing their incremental conversions through campaigns that include video ad formats
  • By giving them more time to spend honing their unique value proposition through manually created assets
  • Check out industry reports that can help you predict query demand and set budget accordingly.
  • Set aside a percentage of the budget for use in experiments and response to market changes.
  • Send a supervisor a quarterly budget review as part of a request for additional testing allocations for the upcoming quarter.
  • Create a monthly or weekly sync with the finance team in order to foster collaboration, share news and ideas about campaigns, and encourage flexibility in the budget.
  • Unique value
  • Actual value
  • Intrisic value
  • Necessary value
  • Maximize conversion value
  • Maximize clicks
  • Maximize conversions
  • Target ROAS
  • Performance Max campaigns
  • Search campaigns
  • App campaigns
  • Video campaigns
  • Discovering and applying consumer insights around things like rising search trends and new converting audiences
  • Discovering and diagnosing performance issues so campaigns can be run more successfully
  • Understanding competitors weekly spend through analysis of consumer insights.
  • Improving Search campaigns through the application of new consumer insights
  • To reveal top asset combinations for every campaign type in a particular account
  • To uncover why performance changes were made in just a few clicks
  • To review recommendations for headlines and descriptions for the purpose of making stronger ads
  • To determine the optimal level a campaign’s budget should be at in order to maximize performance
  • They limit a marketer’s opportunity to compete in additional auctions and match to additional queries.
  • They provide for a wider reach to potential customers by catering to different-sized devices.
  • They save time by allowing for the creation of a single ad with more than one headline and description asset.
  • They manually create customized combinations of headlines and assets to show to different users based on their review of existing data.
  • Target ROAS
  • Maximize clicks
  • Maximize conversions
  • Target conversion value
  • They can provide the merchant insights on whether proposed changes help reach the marketing objective they desire.
  • They ensure statistically significant results by randomly choosing how much Search traffic will be diverted to an experiment.
  • They let marketers measure changes’ impact and reverse those changes if needed.
  • They can test Google Ads campaigns against TV, print ads, or other traditional media.
  • Brand awareness and reach
  • Product and brand consideration
  • Website traffic
  • Local store visits and promotions
  • When creating plans during seasonal periods, create month-by-month plans in the tool and regularly view the updated forecasts.
  • Check in on forecasts on an annual basis, as data can be skewed when it’s close to an industry’s peak seasonal period.
  • Use Performance Planner most during non-seasonal periods, as data may be less accurate in times of change.
  • For maximum impact, create an annual forecast at the start of the fiscal year to determine budgets.
  • Disregarding suggestions to add relevant new keywords
  • Removing negative keywords that could block relevant traffic
  • Adding Customer Match lists that contain data more than 90 days old
  • Adding more phrase and exact match keywords in order to improve reach
  • The review of marketing best practices checklists
  • Keeping bids consistent during seasonal events
  • Product-level testing and rotation
  • The adjustment of bids during seasonal events
  • Creative-level testing and rotation
  • Phrase match keywords, Exact match keywords, Smart Bidding
  • Smart Bidding, Responsive Search Ads, Broad match keywords
  • Smart Bidding, Responsive Text Ads, Uncapped budgets
  • Responsive Search Ads, Image Assets, Broad match keywords
  • Forecast the impact of different budgets to understand how performance may change.
  • Identify the opportunity size for upcoming seasonal periods of increased sales.
  • Understand which billing method is best suited for an account.
  • Review how much each keyword in a campaign has spent over the past month.
  • By letting marketers see the top asset combinations for each campaign type in an account
  • By letting marketers review recommendations for headlines and descriptions in order to make stronger ads
  • By letting marketers understand why performance changes were made in just a few clicks
  • By letting marketers determine what level a budget should at in order to achieve maximum performance
  • Measure their score at the individual account level, but not their manager account level.
  • Save time by accepting and immediately applying recommendations tailored to their business.
  • Identify how much existing opportunity for improvement their campaigns have and how they can be improved.
  • Review and dismiss recommendations that are relevant to their goal to save time optimizing campaigns.
  • Target ROAS
  • Maximize clicks
  • Maximize conversions
  • Target conversion value
  • Asset audience insights
  • Search trends and demand forecasts
  • Diagnostic insights
  • Search terms report
  • Diagnostic insights
  • Target simulators
  • Ad strength rating
  • Keyword planner
  • Keep the most important content in the center 50% of the image asset.
  • Only provide square images to maximize how often assets can serve.
  • Always upload four or more relevant and unique images at the campaign or ad group level.
  • Choose images with a white background as they tend to have stronger performance.
  • Don’t use popular keywords in headlines and descriptions
  • Use the Keyword Insertion tool as a way to find new keyword ideas.
  • Use the Ad Strength tool to learn best practices for making a Responsive Search Ad
  • Make headlines and descriptions more unique
  • Campaign experiments randomly chooses how much Search traffic will be diverted to an experiment, guaranteeing statistically significant results.
  • Campaign experiments can help marketers understand whether proposed changes help reach their desired marketing objective.
  • Campaign experiments are used to test Google Ads campaigns against traditional media campaigns, like TV or print ads.
  • Campaign experiments allow marketers to measure the impact of campaign changes and revert back to original campaigns, if needed.
  • Responsive search ads limit a marketer’s opportunity to compete in more auctions and match to more queries.
  • Responsive search ads review data to manually choose the best combination of headlines and assets to show users.
  • Responsive search ads save time by creating one ad with multiple headline and description assets that can be shown in different configurations to different users.
  • Responsive search ads allow advertisers to share their messages with more potential customers, by permitting ads to display properly for different device sizes.
  • Insights derived from machine learning and simulations that spot potential performance uplift in regards to a marketer’s specific business objective.
  • There’s no specific focus, with recommendations of all types being surfaced for all individual and manager accounts.
  • Recommendations are surfaced any time there’s a perceived need for advertisers to expand their business objectives.
  • Insights derived from algorithms that identify changes needed for the largest increase in campaign spend regardless of impact.
  • Marketers can add negative keywords to campaigns to limit the terms their competitors can bid on in an auction.
  • A negative keyword strategy is crucial to identifying additional searches that customers may be using to find a business.
  • Negative keywords prevent an otherwise eligible query from triggering an ad that isn’t aligned with the search’s intent.
  • Adding negative keywords can help prevent customers from leaving poor reviews about a business.
  • The data can be replicated with ease by different teams in their organization.
  • The data is a powerful indicator of industry-wide performance for machine learning.
  • The data is comparable to competitors’ data and can thus be used to gauge others’ performance.
  • The data comes straight from their customers, which makes it high-quality for this purpose.
  • All consumers create the same amount of value, so value-based bidding will optimize for driving lead volume for her business.
  • Bidding towards value allows marketers to optimize for high-value customers and high volume of leads at the same time.
  • Value-based bidding uses AI to maximize total conversion value at a desired ROAS target or budget.
  • Using a value-based bidding strategy allows marketers to focus on maximizing website traffic to gain new potential consumers.
  • Negative match
  • Broad match
  • Exact match
  • Phrase match
  • Is it possible to modify our data collection policies to encourage customers to share as much as possible?
  • In what ways can we begin using this data as quickly as possible, even at the expense of alignment with other teams?
  • What are the capabilities for data storage on each of the marketing team members’ corporate devices?
  • To what extent are we aligned with local regulations on data collection and user privacy that help us ensure the proper use of first-party data?
  • By reviewing and dismissing those recommendations which are relevant to their goal.
  • By identifying opportunities for campaign improvement and the means of making those improvements
  • By accepting and applying recommendations for their business, which saves time
  • By measuring their score at the individual account level but not the manager account level.
  • Looking at forecasts on a year-by-year basis, since sales data tends to be higher during an industry’s peak seasonal period.
  • Utilizing Performance Planner, the most during non-seasonal periods, since these are the time when data is most accurate.
  • Developing month-by-month plans in the tool and viewing updated forecasts routinely
  • Creating an annual forecast at the beginning of the fiscal year in order to determine budgets
  • Promote a product or service across nearly all Google Ads inventory with a single campaign
  • Manually optimize campaigns across channels with insights into performance drivers
  • Use AI to allocate budget to specific channels, such as Search and YouTube.
  • Create the opportunity for advertisers to build and manage individual text, image, and video ads
  • It helps to maximize the effectiveness of recommendations since it triggers automatic increases in budgets to cover the costs of recommendations.
  • It helps ensure that best practices are applied across all campaigns, since marketers themselves choose which recommendations are applied across a whole account or manager account.
  • It helps ensure that recommendations that are most likely to have the impact on campaigns are the ones that are applied, since this analysis and implementation occurs automatically.
  • It helps make sure that optimizations are based on recent rather than old activity, since only the past week of data is used to inform them.
  • This refers to the number of days it takes for a newly adopted Smart Bidding strategy to take hold after a campaign’s first recorded online or offline conversion.
  • This is the total load time of a website page, such as a confirmation page, which is used to measure a consumer’s conversion actions on the advertiser’s site.
  • This refers to the time it takes for an advertiser to create a conversion measurement strategy for their Google Ads account.
  • This is the amount of time that occurs between the selection of an ad and an advertiser having uploaded an offline conversion or completed the conversion on a site.
  • Understand how much a marketer’s competitors are spending each week.
  • Uncover new consumer insights such as rising search trends and new converting audiences.
  • Optimize Search campaigns through insights specifically intended for that purpose.
  • Identify and diagnose performance issues to better run successful campaigns.
  • By pausing campaigns automatically if they have low ad strength or a limited budget
  • By providing the reasons for inconsistent performance across campaigns
  • By providing ad performance data from competitors that can be useful for marketers looking to make adjustments to their own business
  • By identifying the drivers of a particular campaign’s week-on-week and month-on-month performance
  • Profit
  • Cost-per-click
  • Cost of goods sold
  • Marketing spends
  • The creation of highly specified silos within the organization that allow for specialization and multiple budget owners.
  • The encouragement of teams to avoid experimentation in order to eliminate risk and help ensure stable levels of performance year-after-year.
  • The establishment of budget processes that define digital marketing as a cost center for the organization.
  • The development of capabilities in key areas like high-quality data and a skilled workforce as a means of complementing AI’s benefits.
  • Broad match keywords let marketers exercise more control over the specific search terms to which particular ads line up, and they allow for volume to be limited.
  • Broad match keywords can help marketers maximize their reach to customers who are seeking out their offerings without having to spend time adding new keywords.
  • Broad match keywords are necessary to guarantee high performance — they must be included alongside exact match and phrase match keywords.
  • Broad match keywords guarantee that a keyword’s core concept remains in the search term while achieving comparable volume to exact match keywords.
  • Setting the Performance Max CPA or ROAS target to a level comparable to other campaigns
  • Running the Performance Max experiment 1-2 weeks before evaluating results
  • Setting an altogether new CPA or ROAS goal for Performance Campaigns
  • Limiting the Performance Max budget to 10% of other campaigns’ budgets
  • Develop a value-based Smart Bidding strategy in the store’s top two campaigns.
  • Develop a strong, goal-based measurement and attribution strategy
  • Develop a volume-based Smart Bidding strategy across all campaigns
  • Develop a big list of negative keywords to prevent traffic from uninterested customers
  • Fully flexible budgets based on stock price performance
  • No set budget for a time period or initiative
  • Fixed annual budgets that do not change even if demand fluctuates throughout the year
  • Quarterly budgets that do not need approval to increase
  • A/B tests can help marketers understand if their trial campaign drove user action that wouldn’t have occurred otherwise.
  • In an A/B test, trial campaigns run at the same time as the original campaign, controlling for external factors (e.g. seasonality) that may otherwise bias results.
  • An A/B test runs one campaign at a time, allowing a true ramp-down period between each testing timeframe to declutter results.
  • An A/B test is designed to test multiple variables at one time, allowing advertisers to learn and quickly adjust their campaigns based on findings.
  • Creating a different budget for campaign experiments and unanticipated market changes
  • Capping budgets at the average daily spend as a means of curbing unneeded spending during seasonal periods
  • Changing performance targets monthly or quarterly as needed to optimize AI-driven solutions
  • Utilizing shared budgets and portfolio bid strategies to get the most out of AI on a flexible budget
  • Keyword planner
  • Bid strategy report
  • Performance Planner
  • Ad strength rating
  • Build highly specified silos within their organization to allow for specialization and multiple budget owners.
  • Build capabilities in key areas such as high-quality data and a skilled workforce.
  • Create firm budget processes to solidify digital marketing as an organization’s cost center.
  • Coach teams to avoid experimentation in order to eliminate risk and keep performance stable year-over-year.
  • Phrase match
  • Broad match
  • Exact match
  • Negative match
  • Google’s AI only works in newly created campaigns with budgets of at least $1,000 per day.
  • Campaigns that incorporate Google’s AI spend more of their budget to reach more customers.
  • When a campaign’s budget is limited, a Smart Bidding strategy will convert back to manual bidding.
  • Campaigns need enough flexibility in the budget to allow Google’s AI to work to its fullest potential.
  • Put any Smart Bidding strategy into action in order to make bids across channels using AI.
  • Limit sharing audience data to prevent human input from interfering with AI-powered operations.
  • Build strong creatives that are tailored toward the electric bicycles they’re selling.
  • Make their Google Merchant account separate from their Google Ads account as a means of avoiding overlap.
  • Maximize conversions
  • Maximize conversion value
  • Target ROAS
  • Maximize clicks
  • Insights gained from machine learning and simulations that identify potential performance uplift based on a marketer’s business objective
  • The results of algorithms which identify the changes that would lead to the largest increase in campaign spend, irrespective of performance impact
  • When advertisers need to expand their business objectives, recommendations are surfaced.
  • Every type of recommendation is surfaced for every individual and manager account.
  • Enable a volume-based Smart Bidding strategy for all current campaigns
  • Make sure it has a strong, goal-based measurement and attribution strategy in place
  • Establish a value-based Smart Bidding strategy in their top two campaigns.
  • Create a large list of negative keywords to help eliminate traffic from uninterested consumers.
  • The data is a very good indicator of industry-wide performance for machine learning.
  • The data is easily replicable by various teams across their organization.
  • The data can be used to gauge competitor performance.
  • The data is high-quality, originating with their customers.
  • Deliver a quarterly budget review to a superior, for purposes of requesting additional funds for testing in the next quarter.
  • Allocate a percentage of the budget for use in testing and responding to changes in the market.
  • Establish a monthly or weekly sync with the finance team to share ideas and encourage flexibility in the budget.
  • Look over industry reports to better anticipate query demand for the coming year and funding that will be required to accommodate this.

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