CertificationAnswers

 

Your client has a Mexican restaurant and wants to increase brand awareness in the local community. What type of ad would you create to help reach your client’s goal?

 

• An interactive Lightbox display ad on the Display Network that’s focused on the restaurant’s most popular menu items

 

• A text ad with keywords describing the most popular menu items, like “fish tacos,” on the Search Network

 

• An image ad featuring a drawing of the restaurant on the Display Network

 

• A text with a call extension on the Search Network

 

Explanation:

Question creates some confusion. In given answers an image ad and lightbox ad both could be used for “branding”. However in most cases lightbox ad seems a better solution, but if you are focusing on “menu items”, do you really directly “increasing brand awareness” as in given question? 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.

Read more here: http://adwords.blogspot.in/2014/12/making-mobile-easier-lightbox-ads-now.html

 

 

 

For an ad entering an auction on the Display Network, the Google Ads system will calculate the effective cost–per–thousand impressions (eCPM) when there are:

 

 

only cost-per-click (CPC) ads entering the auction

 

both cost-per-click (CPC) and cost-per-acquisition (CPA) ads entering the auction

 

only viewable cost-per-thousand impressions (vCPM) ads entering the auction

 

any cost-per-click (CPC) or cost-per-acquisition (CPA) ads entering the auction

 

The old name of this question is:

For an ad entering an auction on the Display Network, the AdWords system will calculate the effective cost–per–thousand impressions (eCPM) when there are:

 

Explanations:

 

The Effective CPM (eCPM) is a metric used in Google Adwords to compare CPC and CPM ads compiting for the same place in a bid. This way, each ad is positioned with the same criteria: Effective CPM. It needs to be calculated only for CPC ads, since CPM ads are stil bidding with that metric.

 

Actually the given answers are creating confusion. A definition of ecpm is created if CPC and vCPM ads compete for the same Display Network Placement. But, in the given answers, vCPM is missing and CPA is being questioned instead.

“To keep things fair, when CPC and vCPM ads compete for the same Display Network placement, the two types of ads are compared apples-to-apples on how much they’re effectively willing to pay for the impression. With a vCPM ad, the max viewable CPM bid represents how much the advertiser is willing to pay for each 1,000 viewable impressions; with a CPC ad, Google estimates how many clicks the ad might receive in 1,000 impressions to get the comparison.”

Read more here:  https://support.google.com/adwords/answer/2630842?hl=en
Source

 

 

 

 

Which of these metrics is typically most important in measuring a direct response advertiser’s performance on the Display Network?

 

 

Clicks

 

Clickthrough rate (CTR)

 

Conversions

 

Impressions

 

 

Explanation:

 

If you campaign is direct-response orientated, then you should focus on conversions and CPA bidding strategies. In other words, if you want customers to take a direct action on your site, and you’re using conversion tracking, then it may be best to focus on conversions. Cost-per-acquisition (CPA) bidding lets you do that.

Advertisers with direct response goals are usually more concerned maximizing their return-on-investment than creating brand awareness. The key success metric for direct response campaigns is conversions, since this tells you how many people are completing a goal activity on your site. A goal activity could be any action that a visitor could take on your site that you consider to be valuable, such as purchases or sign-ups.

Read more here: https://support.google.com/partners/answer/2769532?hl=en

 

 

 

If a display ad has been disapproved, how do you submit a request for another review?

 

 

Open and then resubmit the ad

 

Click “Re-review display ad”

 

Email [email protected] to find out why it wasn’t approved

 

Edit your ad so it complies with Google policy and re-save it

 

Explanations:

 

If your ad or extension is disapproved, it means that it won’t run because it doesn’t comply with AdWords advertising policies. Do not submit your ads for review until you’re sure that the violations are fixed. This is important because if your ads, keywords, or sites are repeatedly disapproved for violating our advertising policies, your AdWords account could be suspended meaning that your ads would no longer run.

 

To fix a disapproved ad, read the policy closely and then edit your ad so that it complies with the policy.

Read more here: https://support.google.com/adwords/answer/1704381?hl=en

 

 

 

Which report is helpful when using site and category exclusions?

 

 

Ad group report

 

Campaign report

 

Keyword report

 

Placement report

 

Explanations:

 

The Placements tab shows all of the web pages, apps, and videos where your display ads appeared, regardless of targeting method. You’ll see both managed placements that you selected to show your ads, and automatic placements where your ads were matched automatically based on one or more of your other targeting methods, such as keywords or topics.

 

The placement report provides site-level performance metrics for ads running on the Google Display Network, and can help you reach your marketing objectives by giving you increased transparency into your display campaign’s performance. Use this report to help you manage your campaigns and reach your ROI objectives for the Display Network.

Suggested use case for the report:

• For sites that are not meeting your ROI objectives after having accrued significant traffic, consider lowering your bid on these sites or excluding them from your campaign with the Site and Category Exclusions Tool.

Read more here: https://support.google.com/partners/answer/2769602?hl=en

 

 

 

Which feature applies to the Display Network but not the Search Network?

 

 

Frequency capping

 

Cost-per-click (CPC) bidding

 

Location targeting

 

Language targeting

 

Explanations:

 

Frequency is the average number of times a unique user sees your ad in a position of “1” over a given time period. Use frequency capping to help control the maximum number of times that you’d like each person to see your ad on the Display Network.

Read more here: https://support.google.com/adwords/answer/117579?hl=en