CertificationAnswers

 

An advertiser attempts to enable target cost-per-acquisition (CPA) bidding but the option isn’t available. The most likely reason is that the advertiser:

 

has fewer than 15 conversions in the last 30 days

has fewer than 5 conversions in the last 15 days

is using Google Analytics

is using another automated bid strategy

 

 

Explanation:

To maximize results and give machine learning algorithms enough data to make informed bidding decisions, you need at least 15 conversions in the past 30 days.

 

Conversion Optimizer (CPA Bidding) is only available for campaigns that have implemented conversion tracking and have received at least 15 conversions in the last 30 days. But Google recommends that you have at least 30 conversions in the past 30 days. It also helps if your ad group or campaign has received conversions at a similar rate for at least a few days.

Read more here: https://Google Ads.googleblog.com/2010/05/target-cpa-bidding-new-way-to-meet-your.html

More to learn: https://support.google.com/Google Ads/answer/6268632?hl=en

 

 

 

An advertiser implements target cost-per-acquisition (CPA) bidding and notices that the campaigns are receiving fewer conversions. What could help increase the number of conversions?

 

Increase the target CPA bid

Set the campaign budget to a 30-day cycle

Specify the bid amount for each individual campaign

Try a different automated bid strategy

 

 

Explanations:

This is the average amount you’d like to pay for a conversion. The target CPA you set may influence the number of conversions you get. Setting a target that is too low, for example, may cause you to forgo clicks that could result in conversions, resulting in fewer total conversions. If your campaign has historical conversion data, AdWords will recommend a target CPA. This recommendation is calculated based on your actual CPA performance over the last few weeks. We’ll exclude performance from the last few days to account for conversions that may take more than a day to complete following an ad click. You can choose whether to use this recommended target CPA or to set your own.

 

Your target CPA might be too low. You may want to compare your target CPA to the historical average CPA of your campaign. If your target CPA is significantly below your historical average CPA, your target CPA may not be attainable while maintaining reasonable levels of traffic, and you should consider raising your target.

Read more here: https://support.google.com/adwords/answer/6385155?hl=en

 

 

 

Why would the data for a Search Network campaign show conversions but no view-through conversions?

 

A view-through conversion is counted when someone sees an image or rich media ad on the Display Network but doesn’t click, and later converts on the site

 

A view-through conversion is counted when someone clicks on an image or rich media ad on the Display Network and converts on the site

 

A view-through conversion is counted when someone clicks on an ad in Google Search and converts on the site

 

A view-through conversion is counted when someone sees an ad in Google Search and calls the business

 

Explanations:

 

View-through Conversion happens when a customer sees an image or rich media ad, then later completes a conversion on your site. This is different from

 

View-through conversion metrics is available if you run Display network campaign. View-through conversion tracking provides additional information related to the value of your Ad Exchange ads. This feature provides a measure of the number of online conversions that happened within 30 days after a user saw, but did not click, an Ad Exchange ad. View-through conversions are tracked via a cookie that is placed on a user’s computer.

Read more here: https://support.google.com/adxbuyer/answer/166342?hl=en

 

 

According to 2015 Google Trends data, which term would consumers on mobile phone be most likely to type in a search engine?

 

 

Shoe stores near me

 

Shoe store addresses

 

Shoe store sales

 

Great shoe stores

 

Explanations:

No explication. You just have to read a report. Side-note: In my personal opinion its a shame that we have such questions in advanced exams. That doesn’t show your advanced understanding, but just a fact that you have carefully read the outdated report.

 

When research is done and people are ready to buy, mobile bridges the gap. More than half of back-to-school apparel shoppers use a smartphone while shopping to get price comparisons, inventory availability, or directions.8 We’ve also seen that local searches are increasing exponentially because people use mobile devices to find stores nearby.

Specifically during back-to-school season, search interest in “shoe stores near me” spiked in August for the last two years in a row, and it more than doubled year over year.9 Compare that to “shoe store locations” searches, which are declining.

Read more here: https://www.thinkwithgoogle.com/articles/back-to-school-shopping-how-marketers-can-make-the-grade.html

 

Almost as soon as school is over, busy parents begin prepping to send their kids back. They rely on their mobile devices for back-to-school shopping and do their homework to get the best deals. Here are a few trends marketers should know about to take advantage of those many I-want-to-buy moments.

 

A client is asking you why he should evaluate the number of clicks on his search ads relative to the number of impressions received. What should you tell him?

 

 

He can better understand whether potential customers find his ads appealing

 

He can better understand what happens after potential customers click his ads

 

He can get an idea of how many people who’ve seen his ads actually became customers

 

He can get an idea of how many people double clicked his ads

 

Explanation:

A high CTR is a good indication that users find your ads helpful and relevant. CTR also contributes to your keyword’s expected CTR (a component of Quality Score), which can affect your costs and ad position. Note that a good CTR is relative to what you’re advertising and on which networks.

 

 

How does target cost-per-acquisition (CPA) bidding determine the optimal cost-per-click (CPC) bid?

 

 

It uses conversion history to set higher bids when a conversion is more likely

 

It sets CPC bids as one-tenth of the current CPA bid setting

 

It bids a static CPC value based on the current maximum CPC settings

 

It adjusts CPC bids based on existing bid adjustments

 

 

Explanation:

Using historical information about your campaign and evaluating the contextual signals present at auction-time, Target CPA bidding automatically finds an optimal CPC bid for your ad each time it’s eligible to appear. AdWords sets these bids to achieve an average CPA equal to your target across all ad groups and campaigns using this strategy and sets higher bids when conversions are more likely.