CertificationAnswers

 

To more fully capture mobile’s contribution to a sale, advertisers need to consider what?

 

 

More than just the last click

 

Just the last click

 

The first and last click

 

Customer intent

 

Explanation:

 

The path to conversion on mobile is different from desktops and tablets in every way but intent — mobile has different functionality, context, even screen size. And the full value of mobile goes beyond the last click. Traditional digital key performance indicators (KPIs) like cost per acquisition (CPA) and return on ad spend (ROAS) can’t fully capture mobile’s impact on the customer journey. Marketers need to consider everything.

 

 

 

Why should you build a mobile site or app instead of just resizing your desktop site for a smaller screen?

 

 

Desktop sites typically don’t load quickly on mobile devices.

 

Mobile users don’t need all the features a website can offer.

 

Mobile browsers aren’t powerful enough to load most desktop sites.

 

It’s a cheap way to provide a narrower set of options to mobile customers.

 

Explanation:

 

Does your site load quickly? Nearly half of all visitors will leave a mobile website if the pages don’t load within 3 seconds. Minimize loading time (the time it takes for a webpage to show up on your screen) so that visitors can quickly and easily navigate your website. Desktop sites typically don’t load quickly on mobile devices due to the design and size of elements.

Read more here: https://support.google.com/partners/answer/7323900

 

 

 

Call-only ads are like ad call extensions in that they let you start a call with a touch. How are they different from ad call extensions?

 

 

Call-only ads run for shorter durations than ad call extensions.

 

Call-only ads cost more, but reach farther.

 

Call-only ads don’t appear on mobile devices.

 

Call-only ads don’t include a link to a mobile site.

 

 

 

 

What does a call extension let users do that call-only ads do not?

 

 

Choose from two different numbers to call.

 

Easily save the number to their phone’s contact list.

 

Easily schedule a call-back from the advertiser when the line is busy.

 

Click through to your mobile site instead of calling.

 

Explanation:

 

Call extensions let you add phone numbers to your ads, which can significantly increase clickthrough rates. When your call extensions show, people can tap or click a button to call your business directly.

Ads created in call-only campaigns are fine-tuned to show only on mobile devices that are capable of making calls. Taps on these ads will only generate calls – they won’t link to a website.

 

 

 

To connect Firebase to Google Ads, which of these is required?

 

 

• More than 100 app installs or conversions

 

• A working knowledge of mobile click attribution technologies

 

• At least 1 app install or conversion

 

• In Firebase, your account needs to be an owner on the project that you want to link. In Google Ads, the Google Account needs administrative access.

 

Explanation:

 

Once you’ve linked your AdWords and Firebase accounts, you can import conversions and conversion event data (for example, parameters) from Google Analytics for Firebase to see how your ad campaigns drive app installs and in-app actions for your Android and iOS apps. To link a Firebase project to AdWords, use a Google Account that has the following permissions:

• In Firebase, your account needs to be an owner on the project that you want to link.
• In AdWords, the Google Account needs administrative access.

Read more here: https://support.google.com/adwords/answer/6333536

 

 

 

Generally speaking, mobile sites are good for acquiring new customers and inspiring new relationships while mobile apps are good for servicing and engaging existing customers and retaining current relationships.

 

 

True

 

False