CertificationAnswers

 

You might choose to use preferred layouts for dynamic display ads if your client:

 

 

wants to choose the layouts but not the features

 

doesn’t care if AdWords chooses the layouts and features

 

wants to choose the layouts and features

 

wants to choose the features but not the layouts

 

Explanations:

 

AdWords automatically pick from your preferred layouts. This option may make your dynamic ads even more effective by predicting the layouts that are likely to perform best for the people, placements, and platforms where they’ll show.

With preferred layouts, you’ll choose the layouts and features that you want. AdWords will only use layouts from this pool of preferred layouts (not available for retails feeds). Features of layouts include multiple product carousels, cropping your images to fit the ads, star ratings, and more. AdWords can predict the layouts that are likely to perform best for the people, placements, and platforms where they’ll show, making your dynamic ads even more effective.

Read more here: https://support.google.com/adwords/answer/3265299?hl=en

 

 

 

Which is a benefit of using a Lightbox ad?

 

• You can run it on both the Search and Display Network

 

• There’s no cost for engagement with the ad

 

• You can be charged only for click-throughs

 

• You can use any Display Network targeting method

 

Explanations:

 

Reach, captivate, and delight your potential customers with interactive Lightbox ads. When people engage with Lightbox ads by clicking, tapping, or hovering, the ads respond. They may expand to fill the screen, display videos, or allow people to tap through a set of images. You can target your ads using all the different Display Network targeting methods available, such as affinity audiences. In addition, you only pay when people interact with your ad — for instance, by hovering over your ad for two seconds.

Here are some of the benefits of using Lightbox ads:

Connect with the right customers: You can target your ads using all the different Display Network targeting methods available, such as affinity audiences. In addition, you only pay when people interact with your ad — for instance, by hovering over your ad for two seconds.

Captivate your audiences: By using online resources you might already have like videos or catalogs, you can create compelling ads that people can actually explore. For example, you can create an ad that expands to a full-screen canvas, or you can create an ad that plays a video within the page.

Read more here: https://support.google.com/adwords/answer/6379520?hl=en

Source

 

 

 

Which bidding option is best suited for an advertiser focused on branding goals?

 

• Cost-per-click (CPC)

 

• Viewable cost-per-thousand impressions (vCPM)

 

• Cost per acquisition (CPA)

 

• Effective cost-per-thousand impressions (eCPM)

 

Explanation:

 

If you’re interested in maximizing ad views, rather than clicks, vCPM bidding strategy can help you achieve this goal better than other kinds of bid strategies. If you’d like to pay only for ad impressions measured as viewable, you can with viewable cost-per-thousand impressions (viewable CPM). An ad is counted as “viewable” when 50 percent of your ad shows on screen for one second or longer for display ads and two seconds or longer for video ads. You can select Viewable CPM as a bid strategy when you choose CPM bidding for your “Display Network only” campaign.

 

If you want to increase brand awareness—not drive traffic to your site—focusing on impressions may be your strategy. You can use cost per thousand viewable impressions (vCPM) bidding to put your message in front of customers.

Read more here: https://support.google.com/adwords/answer/2472725?hl=en

 

 

 

Which targeting method allows an advertiser to reach people who have previously visited their website by showing them relevant ads when they visit other placements on the Display Network?

 

• Placement

 

• Affinity audiences

 

• Remarketing

 

• Topic

 

Explanation:

 

Remarketing helps you reach people who have visited your website or used your app. Previous visitors or users can see your ads as they browse websites that are part of the Google Display Network, or as they search for terms related to your products or services on Google.

Read more here: https://support.google.com/adwords/answer/2454000?hl=en

 

 

 

What can you do by creating a separate campaign that’s targeted only to the Display Network?

 

 

• Allocate budget and control spend more effectively across campaigns

 

• Exclude irrelevant placements and categories

 

• Set specific maximum cost-per-click (CPC) bids for automatic placements

 

• Set a separate placement bid at the ad group level

 

Explanations:

 

Bid types on the Google Display Network help you get the most value from your campaigns by setting just the right price for your ads. Here are the types of bids you can use: For “Display Network only” campaigns, you can set ad group default bids, custom bids or bid adjustments. For “Search Network with Display Select” campaigns, we’ll automatically adjust your bids on the Display Network to try to mirror your search performance.
Source

 

 

 

Which bidding option is best suited for an advertiser focused on direct response marketing goals?

 

 

Effective cost-per-thousand impressions (eCPM)

 

Cost-per-interaction (CPI)

 

Cost-per-click

 

Cost-per-thousand impressions (CPM)

 

Explanation:

 

One of the most common goals among business owners is to drive sales and generate leads. This often means running direct-response campaigns that encourage customers to pursue a specific action — such as buying a product or signing up for a newsletter. Since the main goal of a traffic-generation and lead-generation campaign is to increase return-on-investment through conversions or traffic to your site, we suggest using cost-per-click bidding for both your contextual and placement targeted campaigns.
Read more here: https://support.google.com/partners/answer/1722135

 

When combined and associated with the option for paying only when the user clicks, and using tools like the Display Campaign Optimizer and the Conversion Optimizer which manage the bids to a target cost per acquisition (CPA) automatically, the Google Display Network tends to become an effective channel for direct response advertisers so as to achieve their performance goals for display and non-display campaigns.

Read more here: https://support.google.com/partners/answer/2740627?hl=en-GB