CertificationAnswers

 

Why do mobile advertisers care about driving physical store traffic?

 

 

All demographics exhibit more loyalty after visiting a store.

 

Customers buy more online when they know they have the option to visit a physical store.

 

Online retailers who also offer a physical store option have been shown to bring in the most revenue.

 

Vast majority of sales still occur in physical stores.

 

Explanation:

 

Ninety percent of retail sales still occur in physical stores, and people turn to their smartphones to find stores that offer what they need, confirm availability in stock, check operating hours, and much more. That’s why prioritizing mobile visibility is crucial for advertisers who have physical storefronts.

 

 

 

 

Google Ads Smart Bidding uses machine learning and your account data to help you do what?

 

 

Make informed bidding decisions and value mobile accurately.

 

Prevent your total spend from surpassing the hard limit you set.

 

Limit your bids to the times of day when competition for ad space is lowest.

 

Let you adjust your bids manually, so you’re visible when customers are looking for you.

 

Explanation:

 

Smart Bidding is a set of conversion-based bid strategies — Target cost per acquisition (tCPA), Target return on ad spend (tROAS) and Enhanced cost per click (eCPC) — that uses advanced machine learning to help you tailor the right bid to each and every auction.

It factors in a wide range of auction-time signals including browser, device, location, time, remarketing list, language, and operating system to capture the unique context of every search.

 

 

 

A newer kind of mobile site can do a lot of what only apps used to do, so the line has blurred between sites and apps. What are these sites called?

 

 

Progressive Web Apps

 

Mobile Site Apps

 

Enhanced Mobile Sites

 

Progressive Sites

 

Explanation:

 

The line between apps and sites is blurring. Progressive Web Apps are an example of this, they’re a good mix of both — they have the reach of a mobile website with the engaging experience of a native app.

 

 

 

What is a reason many advertisers end up undervaluing mobile’s contribution to conversions?

 

 

       They use a last-click attribution model to measure performance, which ignores clicks earlier in the conversion path that may come from other devices.

 

        Many in traditional retail are not mobile users.

 

        They don’t use AdWords.

 

         No one has figured a way to “see” mobile’s contribution yet.

 

Explanation:

 

Since mobile is impacting more conversions than just website conversions, the client should include calls and visits to be counted in the conversions column. These are usually mobile-oriented conversions, so by not counting them as conversions, they are missing out on understanding the full value of mobile and their advertising campaigns. Counting call and store visits as conversions measures mobile more holistically and can potentially also show a huge reduction in mobile CPAs.

Read more here:

• Open>> https://academy.exceedlms.com
• Course: Adwords Mobile Advertising
• Topic: Measure and optimize across devices

 

 

 

How does Google Ads data-driven attribution give credit for conversions?

 

 

It uses the linear model to credit conversions equally across all clicks on the path.

 

It gives 40 percent credit to the first click and spreads the remaining 60 percent across all other clicks in the conversion path.

 

It uses your unique account data and machine learning technology to distribute credit between ad clicks according to which touchpoints were most critical to the conversion.

 

It gives more credit to clicks that happened closer to the conversion.

 

Explanation:

 

Unlike standard position- or rules-based attribution models, Data-Driven Attribution uses actual data from your Analytics account to generate a custom model for assigning conversion credit to marketing touchpoints throughout the entire customer journey.
Read more here: https://support.google.com/analytics/answer/3264076

 

 

 

Where can universal app campaigns run?

 

 

 Only on the Google Play Store

 

 Only on Admob

 

 Within other apps, also known as in-app

 

 On the Search and Display Networks, and YouTube

 

Explanation:

 

Universal App campaigns streamline the process for you, making it easy to promote your apps across Google’s largest properties including Search, Google Play, YouTube, and the Google Display Network. Just add a few lines of text, a bid, some assets, and the rest is optimized to help your users find you.

Read more here: https://support.google.com/adwords/answer/6247380

 

You can create campaigns to drive app downloads or increase app engagement on the following networks:

• Search Network: Google search on mobile, the Google app, and Google Play search
• Display Network: Google’s network of publisher websites on mobile and mobile apps
• YouTube: The YouTube app on mobile devices.

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