CertificationAnswers

Blake is focused on branding and is more interested in his ads being viewed than in generating clicks. Which of these features would not be a good fit for him?

• Reach and frequency data
• Cost-per-thousand-impressions (CPM) bidding
• Call extensions
• Placement targeting

Explanation:

The purpose of a brand engagement campaign is to build awareness of and positive associations with your company and its products and services. A customer can interact with your brand in a variety of ways, including watching videos, playing games, spending time on your website or communicating with other customers.

First, note that a question is about a feature which IS NOTa good fit for Blake. So, if you’re focused on branding, the most important metrics for your should be impressions, reach and frequency. Also, while choosing a bid strategy you should think about bid strategies are focused on views. In this case, vCPM is a great choice.

What concerns placement targeting, it’s important for all advertisers, no really matters you’re focusing on branding or conversions. However, calls extensions are directly related to conversions and they are most suitable for direct response advertisers.

Practical tip: if you’re focusing on branding and raising awareness, you should prioritize Display network and video ads more than search ads. This is because display ads can create an emotional connection using graphical, audio, and video elements to tell a story that’s unique for your business and brand.

More info: Source

Which bidding strategy should Sara use if her goal is to get more people to call her local catering business?

• Cost-per-view (CPV)
• Cost-per-thousand-impressions (CPM)
• Cost-per-click (CPC)
• Cost-per-acquisition (CPA)

Explanation:

Target cost-per-acquisition (CPA) is an automated bid strategy that lets you tell AdWords the amount that you’re willing to pay for a conversion. AdWords then automatically sets your bids to give you as many conversions as possible at your targeted cost per acquisition

Source

A great thing about Google Ads is that you can choose from a range of targeting and bidding options. With some practice and testing, you’ll find what works best in your particular situation.

So, which bid strategy should Sara use if her goal is to get more people to call her local catering business? While choosing between different bid strategies, the first thing you should think of is what’s your goal. In this case, Sara wants to drive calls. Note, that calls in Google Ads are considered as acquisitions. Therefore, Sara should choose CPA bid strategy.

Note, that in order to apply this bidding strategy you should meet several conditions. For example, have a certain number of conversions. And, of course, properly set conversion tracking.

Target CPA is an automated bid strategy that sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set. T

Read more here: https://support.google.com/adwords/answer/6268632?hl=en