CertificationAnswers

 

Product groups are eligible for the Bid Simulator:

 

• Anytime after a product group is created in a Shopping campaign

 

• Once a budget cap has been reached for a product group

 

• Once the average cost-per-click (avg. CPC) is close to the maximum cost-per-click (max. CPC) bid

 

• When Product Listing Ads have been included in enough auctions or accrued enough impressions

 

Explanations:

 

The Bid Simulator collects and analyzes data from ad auctions on Google from the previous seven days, while considering information such as the quality of your ads, your competitors’ bids, and product data.

But keep it in mind that:

• The Bid Simulator is available when Shopping ads for a product group have been included in enough auctions or accrued enough impressions to generate a sufficient estimate of potential performance with a different bid amount. If you don’t see the Bid Simulator, you probably need to let your ads run for a little while longer or try to participate in more auctions by increasing your bids or providing higher quality product data.
• The Bid Simulator isn’t available for “excluded” product groups with no bid.
• The data displayed in the Bid Simulator for your “current” bid is a projection based on your traffic over the previous 7 days. If you recently changed your bid, you may notice notice a discrepancy between the “current” data reflected in the Bid Simulator and the actual data available in your account.

Read more here: https://support.google.com/adwords/answer/6239130?hl=en

 

 

 

What does impression share indicate about a product group?

 

 

• It provides an average benchmark of all similar products from other retailers

 

• It shows your product group impressions relative to other product groups in the same campaign

 

• It shows how many impressions your product group has received divided by the estimated number it was eligible to receive

 

• It predicts your product group’s future impressions

 

 

Explanation:

 

Impression share (IS) is the number of impressions you’ve received divided by the estimated number of impressions you were eligible to receive. Eligibility is based on your current ads’ targeting settings, approval statuses, bids, and quality. Data is available at the campaign, ad group, product group (for Shopping campaigns), and keyword levels.

Read more here: https://support.google.com/adwords/answer/2497703?hl=en

 

 

Enhanced cost-per-click (ECPC) bidding should be used to:

 

• Optimize bids using conversions

 

• Drive engagement with product brand

 

• Bid for a target cost-per-acquisition (CPA)

 

• Increase total impressions

 

Explanation:

 

Enhanced cost-per-click (ECPC) is a bid strategy that automatically adjusts your manual bids for clicks that seem more likely to lead to a sale or conversion on your website. Unlike Target CPA, which targets the cost per conversion, ECPC uses your max CPC bid to target conversions. Compared with Target CPA, ECPC is constrained by your manual bids, but can still help you optimize for conversion.

ECPC will increase your max CPC bid by up to 30% (after applying any bid adjustments you’ve set) when it sees a good opportunity. It’ll also lower your max CPC by any amount (even more than 30 percent) if it determines a conversion isn’t likely, so you’ll pay less for clicks that convert less. If you choose the conversion bid metric that matters most to you on your conversion settings page, ECPC will focus on either conversions or converted clicks. If you don’t choose one, ECPC will focus on converted clicks.

Read more here: https://support.google.com/adwords/answer/2464964?hl=en

 

 

Nicole’s analysis shows that 5 brands currently in her “All products” group are performing especially well. What can she do to capture more traffic on these valuable brands?

 

• Change the campaign priority to “high”

 

• Set her budget to “accelerated” delivery

 

• Increase her “All products” bid

 

• Subdivide by brand and set more competitive bids for the brands individually

 

Explanation:

 

Its a good idea to raise your bids for well performing products/brands. To do that you need to subdivide your products and set bids individually
Source

 

 

 

Creating multiple products groups within one ad group allows you to:

 

set different bid modifiers or negative keywords for your products

 

access a search term report for each product group

 

base each product group on a specific product attribute you choose

 

use a single maximum cost-per-click bid across your product inventory

 

Explanation:

 

This option will create one ad group and generate product groups based upon the product attribute you choose: Brand, Item ID, Custom label, Product type, or Google Product Category. You’ll also have the option to subdivide these product groups further by Item ID (unless you chose Item ID initially). This option may not be available for certain accounts.

Read more here: https://support.google.com/adwords/answer/6275304

 

 

 

You’ve started managing a Shopping campaign for a client who thinks the campaign, which attributes conversions to the first ad customers clicked before completing a conversion, isn’t providing a good return on investment (ROI). How might you use attribution models to evaluate the campaign’s performance?

 

Compare 2 models to see if the campaign is undervalued on a last-click basis

 

Compare 2 models to see if the campaign is undervalued on a first-click basis

 

Compare 2 models to decide whether to optimize the campaign’s automated bid strategy for a time decay model

 

Compare 2 models to decide whether to optimize the campaign’s automated bid strategy for a position-based model

 

Explanation:

 

Isn’t providing a good return on investment (ROI). You should Compare 2 models to see if the campaign is undervalued on a last-click basis to evaluate the campaign’s performance

Attribution models can give you a better understanding of how your ads perform and can help you optimize across the user’s conversion path.

Read more here: https://support.google.com/adwords/answer/6259715