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Scenario: The Google Merchandise Store recently launched a mobile responsive website and started a few new ad campaigns. When looking at their overall traffic in Google Analytics, they noticed that they have a bounce rate of 85%. Which of the following dimensions would be useful when analyzing their traffic to determine the cause of this high bounce rate?

July 1, 2017 By CertificationAnswers

Scenario: The Google Merchandise Store recently launched a mobile responsive website and started a few new ad campaigns. When looking at their overall traffic in Google Analytics, they noticed that they have a bounce rate of 85%. Which of the following dimensions would be useful when analyzing their traffic to determine the cause of this high bounce rate?

Device Category

landing page

Campaign

A and C only

A, B, and C

the google merchandise store recently launched a mobile responsive website

Explanation:

A bounce is a single-page session on your site. In Analytics, a bounce is calculated specifically as a session that triggers only a single request to the Analytics server, such as when a user opens a single page on your site and then exits without triggering any other requests to the Analytics server during that session.

Bounce rate is single-page sessions divided by all sessions, or the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server.

These single-page sessions have a session duration of 0 seconds since there are no subsequent hits after the first one that would let Analytics calculate the length of the session.

Source

These single-page sessions have a session duration of 0 seconds since there are no subsequent hits after the first one that would let Analytics calculate the length of the session. Learn more about how session duration is calculated.

Is a high bounce rate a bad thing?

It depends.

If the success of your site depends on users viewing more than one page, then, yes, a high bounce rate is bad. For example, if your home page is the gateway to the rest of your site (e.g., news articles, product pages, your checkout process) and a high percentage of users are viewing only your home page, then you don’t want a high bounce rate.

On the other hand, if you have a single-page site like a blog, or offer other types of content for which single-page sessions are expected, then a high bounce rate is perfectly normal.

Lower your bounce rate

Examine your bounce rate from different perspectives. For example:

The Audience Overview report provides the overall bounce rate for your site.
The Channels report provides the bounce rate for each channel grouping.
The All Traffic report provides the bounce rate for each source/medium pair.
The All Pages report provides the bounce rate for individual pages.

If your overall bounce rate is high, then you can dig deeper to see whether it’s uniformly high or whether it’s the result of something like one or two channels, source/medium pairs, or just a few pages.

For example, if just a few pages are the problem, examine whether the content correlates well with the marketing you use to drive users to those pages, and whether those pages offer users easy paths to the next steps you want them to take.

If a particular channel has a high bounce rate, take a look at your marketing efforts for that channel: for example, if users coming via display are bouncing, make sure your ads are relevant to your site content.

If the problem is more widespread, take a look at your tracking-code implementation to be sure all the necessary pages are tagged and that they’re tagged correctly. And you may want to reevaluate your overall site design and examine the language, graphics, color, calls to action, and visibility of important page elements.

You can use Optimize to test different versions of your site pages to see which designs encourage users to engage more.

If you have a single-page site, learn about non-interaction events that you can implement to better capture user engagement and identify single-page sessions that are not bounces.

https://www.youtube.com/watch?v=PvLawi5l2LU

How much did the amount of time people spend watching video on the internet grow between the end of 2013 and the end of 2014?

June 30, 2017 By CertificationAnswers

How much did the amount of time people spend watching video on the internet grow between the end of 2013 and the end of 2014?

A) 28.5%
B) 18.5%
C) 48.5%
D) 38.5%

Explanation:

Between the end of 2013 and the end of 2014, the amount of time that people spent watching video on the Internet grew 38.5%. Every month, more than 1 billion people watch more than 6 billion hours of YouTube video. In addition, more than half of YouTube video views come from mobile devices.

This represents a lot of potential customers, both at home and on the go. And you can decide where and when a video ad shows, and which potential customers see it.

Benefits of advertising on YouTube

Here are some benefits of running video ads on YouTube:

Connect with your audience. Video ads can help you connect with potential customers in a unique and memorable way. You can be personal, share your expertise with the world, or put the camera on yourself and explain how your product or service can benefit your audience. Show people why they should care about your product or brand.
Reach just the right audience. Reach your customers on YouTube by topics, keywords, or demographics, like “women under 35.”
Create a video campaign in only a few minutes. Create your account, create or upload your video ad, reach your audience, and you’re on your way to telling your story to the world.
Measure your success. Figure out if you’re reaching the right audience. Check your AdWords account to track views, costs, and budget details. Visit the “Analytics” tab in your YouTube account to learn more about your viewers. For example, you can tell which videos your customers are watching and for how long.

On YouTube, viewers can discover videos in various ways, for example, by searching on the YouTube search page, clicking suggested videos on the watch page, or choosing a video from the homepage feed. This means you can more effectively find people who are searching for you and your brand across YouTube.

Note

Keep in mind that current legal and compliance restrictions prohibit the sale of advertising on YouTube in countries where it’s not available. YouTube is localized in 73 countries and across 61 languages.

YouTube and audience engagement

YouTube’s unique combination of video access, sharing, and community creates an unmatched opportunity for audience engagement. Sight, sound, and motion can elicit emotional involvement with content that you don’t get with other forms of media.

You can facilitate discovery of and engagement (shares, comments, and likes) with your video ads by promoting them via YouTube advertising and hosting them in a YouTube curated profile page.

Video creators can learn an enormous amount about their viewers through a sophisticated set of measurement tools, including YouTube Analytics. Audience demographics, levels of engagement, and performance compared to similar videos are just some of the data available. Video creators can use this data to drive larger and deeper viewership among a target audience.

About TrueView video ad formats

TrueView video ads give viewers control over which advertisers’ messages they want to see and when.

Each TrueView ad format appears in a different context, so viewers can interact with each format in a different way. Here’s what you need to know:

TrueView in-stream ads

When to use this ad format: Use this format when you want your video ad to appear before, during, or after other videos on YouTube and the Display Network.
How you’re charged: You pay when a viewer watches 30 seconds of your video (or the duration if it’s shorter than 30 seconds) or engages in other video interactions, such as clicks on the call-to-action overlays (CTAs), cards, and companion banners.
Where the ads appear: TrueView in-stream ads can appear on videos across YouTube and on video publisher sites, games, and apps on the Display Network.

TrueView video discovery ads

When to use this ad format: For an ad (of any length) when people are searching on YouTube or browsing videos on YouTube and across the web.
How you’re charged: You’ll be charged when a viewer clicks your ad and begins watching your video.
Where the ads appear: TrueView video discovery ads can appear next to YouTube videos, on YouTube search results, on video plays on YouTube channels and Watch pages, and on publisher sites across the Display Network.

Reaching potential customers

YouTube and the Display Network offer a variety of ways to reach particular audiences:

Keyword contextual targeting: You can use keywords that will help match your ads to web content. This works just like contextual targeting on the Display Network, and applies to both the Display Network and YouTube.
Demographic: Reach people by age, gender, or parental status.
Topics: Reach people based on certain topics.
Affinity audiences: Select from interest-based groups to reach potential customers at scale and make them aware of your business. These audiences were built for businesses running a TV ad that want to extend the campaign to an online context at an efficient price.
Custom affinity audiences: Advertisers can create audiences that are more tailored to their brands, compared with broad, TV-like audiences. For example, rather than reaching sports fans, a running shoe company might target avid marathon runners.
In-market audiences: Find customers who are researching products or services and actively considering buying something like what you offer.
Remarketing: Reach viewers based on their past interactions with your videos or YouTube channel. If you’ve linked a YouTube account to an AdWords account already, we’ll create custom ones for you automatically.

https://www.youtube.com/watch?v=QAu-McpI-Bc

A video targeting group:

June 30, 2017 By CertificationAnswers

A video targeting group:

mixes and matches targeting settings for the best exposure
combines a video ad with a display ad for the best exposure
combines several of a campaign’s targeting groups for the best exposure
places multiple video ads from a campaign on select websites

Explanation:

So, you’ve uploaded your videos to YouTube, and have been running your TrueView campaign for a while. Video ads provide a range of viewer actions that can be measured and tracked so you can better achieve your advertising goals. For example:

If you find that your video ad’s view rate is lower than ads in your other campaigns, you can adjust your campaigns for a higher view rate.
If your cost-per-view (CPV) is higher than your target CPV and you’re willing to reach a broader audience, try adjusting to a lower CPV.
If you’re not achieving your clickthrough rate (CTR) or CPV goals (and are paying much less), you can consider increasing your CPV or CTR.

Making the most of your cost-per-view (CPV)

Average cost-per-view (CPV) is the average amount an advertiser pays for a view of their video ad. CPV fluctuates based on ad length, creative quality, targeting, and auction dynamics among other factors.

Evaluating CPV

Cost per view is a valuable signal about the competitiveness of your ad in the auction ecosystem. Are you paying more for views than you wanted or expected? Are you seeing CPVs increase over-time? By tracking and adjusting your CPV, you’ll be set up to deliver your message more efficiently. Rising CPVs could be a sign of creative fatigue if your ad has been live for a couple of weeks. Rising CPVs can also be a sign of increased pressure in the auctions that you compete to win. Conversely, declining CPVs could indicate that there’s less competition in the market and that you may have a chance to gain some views at a lower cost.

Tips to meet your CPV goals

Making the most of your view rate

Your view rate is the total number of views of your video ad divided by the number of people the ad was served to. The view rate is a good indicator of how compelling viewers find your video. The higher the view rate, the more engaged viewers are with your content.

Evaluating view rate

View rate is the primary metric for understanding the health of a video ad. A video ad with a high view rate will generally win more auctions and pay a lower CPV than a video ad with a low view rate. If you’re interested in driving the most views for the lowest cost, you might want to identify ad assets and targeting methods that can help increase your ad’s view rate. Similar to CPV, a view rate point-in-time analysis can be useful to understand if you’re doing well or poor, but it’s more critical to understand the trends.

Tips to meet your view rate goal

Making the most of your clickthrough rate (CTR)

Your clickthrough rate (CTR) is the total number of clicks on your video ad divided by the number of people that the ad was served to. While view rate is the primary engagement metric associated with video campaigns, CTR is another way to measure how well your video campaign is doing. The higher the CTR, the more engaged viewers are with your content and the more interested they are in learning about your business.

Evaluating CTR

If your goal is to drive more people to your website, YouTube channel, or Watch page with your video ad, CTR is the right metric to look at and optimize for. Looking at your CTR over time will tell you how well your video ad is doing to drive customers from your ad to your website.

Tips to meet your CTR goal

Narrowing your targeting

The ability to show your ads online to people with specific interests can help you make sure you’re reaching the right customers. You can show your ads to specific audiences according to their interests, whether they’re gamers, pet lovers, or are interested in purchasing a car or home.

By narrowing your targeting, you can show your video ads to a more relevant audience, where it makes sense contextually. Here’s an overview of the available targeting methods:

Demographic groups: Choose the age, gender, and parental status of the audience you want to reach.
Interests: Pick from available categories to reach people interested in these topics, even when they may be visiting pages about other topics. Learn more about audience targeting.
- Affinity audiences: Raise brand awareness and drive consideration with your TrueView video ads by reaching people who already have a strong interest in relevant topics.
- In-market audiences: Select from these audiences to find customers who are researching products and actively considering buying a service or product like those you offer.
Video remarketing: Reach viewers based on their past interactions with your videos, TrueView ads or YouTube channel. If you’ve linked your YouTube account to your AdWords account already, we’ll create custom lists for you automatically. Learn more about remarketing lists for YouTube viewers.
Placements: Target unique channels, websites, or placements within them. For example, you can target an entire high traffic blog or the homepage of a popular news site. Placements include:
- Channels (YouTube Partner Channels)
- Videos (YouTube Videos)
- Sites (Display Network – includes YouTube.com as a publisher site)
Topics: Target your video ads to specific topics on YouTube and the Display Network. Topic targeting lets you reach a broad range of videos, channels, and websites related to the topics you select. For example, you target to the “Automotive” topic, then your ad will show on YouTube to people watching videos about cars.
Keywords: Depending on your video ad format, you can show your video ads based on words or phrases–keywords–related to a YouTube video, YouTube channel, or type of website that your audience is interested in.

Prevent your ads from showing in certain cases by adding exclusions

You can see how each of your targeting methods have performed for your ads on the “Video targeting” tab. There, you might find that your ad isn’t relevant to a particular topic or demographic group. If that’s the case, consider adding the topic or demographic group as an exclusion at the campaign level in your account. This can be useful when your video is most relevant to a specific demographic group and you want to target certain topics but exclude some viewers.

Add targeting exclusions to your campaign or ad group

Add placement exclusions to your campaign or ad group

https://www.youtube.com/watch?v=kmpmnLaEfGc

Your travel agency client is running a very targeted campaign to reach people who are visiting Paris on vacation and don’t live in France. What would be an effective way to target this client’s customers?

June 30, 2017 By CertificationAnswers

Your travel agency client is running a very targeted campaign to reach people who are visiting Paris on vacation and don’t live in France. What would be an effective way to target this client’s customers?

Create a campaign with ads and keywords written in French
Create a campaign targeting Paris and languages other than French
Create a campaign targeting French and regions other than Paris
Create a keyword list with the exact match keyword “Paris” and negative keyword “France”

Explanations:

Choose the language and geographic locations — such as a country, region or city — where your customers are located. After you set these targeting options, AdWords determines who to show your ads to based on several factors: the Google domain people use (like www.google.de or www.google.co.uk), their search term, their computer’s IP address (which can estimate its geographical location), their language preference set for Google, and the languages of sites they visited in the past.

You recently set up a new AdWords campaign and you are interested in using Smart Goals to optimize your performance. Which of the following is a prerequisite to using Smart Goals?

June 30, 2017 By CertificationAnswers

You recently set up a new AdWords campaign and you are interested in using Smart Goals to optimize your performance. Which of the following is a prerequisite to using Smart Goals?

The linked AdWords account must have sent at least 1000 clicks to the selected Google Analytics view over the past 30 days .

You must modify your tracking code to support Smart Goals data collection.

You must enable “Smart Goals” in your property settings.

The selected Google Analytics account must have at least 500 sessions over the past 30 days.

You recently set up a new AdWords campaign and you are interested in using Smart Goals to optimize your performance. Which of the following is a prerequisite to using Smart Goals

Explanation:

Measuring explicit conversions, using either AdWords Conversion Tracking or imported Analytics Ecommerce transactions, is the best way to optimize your bids, your ads, and your website. However, if you aren’t yet measuring conversions, Smart Goals is an easy way to use your best sessions as conversions. You can then use Smart Goals to optimize your AdWords performance.

Source

You need Edit permission at the view level to perform the tasks or use the features described in this article.

In this article:

How Smart Goals work
Prerequisites for using Smart Goals
Step 1: Enable Smart Goals in Analytics
Step 2: Import Smart Goals into Adwords
Step 3: Optimize AdWords performance using Smart Goals
The Smart Goals report
Limitations of Smart Goals
Next steps

How Smart Goals work

Smart Goals are configured at the view level. Smart Goals uses machine learning to examine dozens of signals about your website sessions to determine which of those are most likely to result in a conversion. Each session is assigned a score, with the “best” sessions being translated into Smart Goals. Some examples of the signals included in the Smart Goals model are Session duration, Pages per session, Location, Device and Browser. (Remarketing Smart Lists use a similar machine learning model to identify your best users.)

To determine the best sessions, Smart Goals establishes a threshold by selecting approximately the top 5% of the traffic to your site coming from AdWords. Once that threshold is set, Smart Goals applies it to all your website sessions, including traffic from channels other than AdWords. After enabling Smart Goals in Analytics, they can be imported into AdWords.

Prerequisites for using Smart Goals

To use Smart Goals, you’ll need to meet certain prerequisites and complete the following actions:

Link your Analytics and AdWords account(s).
The linked AdWords account must have sent at least 500 clicks to the selected Analytics view over the past 30 days before you can set up Smart Goals.

If the linked account falls below 250 clicks over the past 30 days for the selected view, Smart Goals will be deactivated until the clicks rise again to 500 or more.
The reporting view must not receive more than 10 million sessions in 30 days.
The Data Sharing setting Google products and services must be turned on for your Analytics account. See the instructions below:

Step 1: Enable Smart Goals

If your view is eligible, you can enable Smart Goals by selecting the Smart Goal goal type when following the regular goal setup flow:

Instructions for setting up Smart Goals

Step 2: Import Smart Goals into Adwords

To use Smart Goals to optimize your AdWords performance, you must first import them into AdWords. Here are the basic steps to do this:

Instructions for importing Analytics goals and transactions into AdWords

Step 3: Optimize AdWords performance using Smart Goals

To optimize your AdWords performance using Smart Goals, we recommend you use Target CPA bidding, a flexible automated bid strategy. You can also use manual CPC bidding if you would like to manage bids yourself.

After importing Smart Goals into AdWords, let Smart Goals run for a few weeks to accumulate sufficient data. Then, to start using Smart Goals to optimize AdWords performance, divide the cost of your ads by the number of completed Smart Goals. This is your cost per acquisition (CPA). You can set your target CPA in Adwords accordingly.

Example:

You spent $2,000 in Adwords over the past two weeks and have 80 Smart Goals conversions. Therefore, the average CPA for a Smart Goals session during that time period is $25 ($2,000 / 80 = $25). This is the average cost for you to acquire a session with a high likelihood to convert, based on the Smart Goals model.

In this example, you should set your target CPA in Adwords to $25.

The Smart Goals report

To help you see how Smart Goals perform, use the Conversions > Goals > Smart Goals report. This report shows you how your Smart Goals traffic differs from other traffic. You can also include the Smart Goals Completed dimension in custom reports.

The Smart Goals report shows you how Smart Goals would perform even before enabling them in your view (assuming you are eligible to use Smart Goals in the first place). This lets you determine if Smart Goals will be of benefit to you before going through all the steps above.

Both the Smart Goals report and the Smart Goals Completed dimension are only available in views which are eligible for Smart Goals.

Limitations of Smart Goals

Smart Goals are subject to the following limits and restrictions.

Smart Goals are not configurable or customizable.
You can have one Smart Goal per view.
Smart Goals will take up 1 of the 20 available goal slots (like any other goal).
Smart Goals are currently only available for website views. Smart Goals cannot be used for mobile app views.
Smart Goals are not available for views that receive more than 1 million hits per day.
Smart Goals do not support View-Through Conversions (VTCs) or cross-device conversions in AdWords

https://www.youtube.com/watch?v=kmQGrUmq_eU

One reason for using Conversion Optimizer is to:

June 29, 2017 By CertificationAnswers

One reason for using Conversion Optimizer is to:

maximize ad exposure.

dynamically manage ad position.

generate more clicks than manual bidding would generate.

avoid unprofitable clicks.

One reason for using Conversion Optimizer is to

Explanation:

Conversion Optimizer works best for advertisers whose goals are mostly conversion and direct-response oriented.

You can read more here:

https://support.google.com/partners/answer/2769753?hl=en

The Conversion Optimizer is a feature available through AdWords that uses your AdWords Conversion Tracking data to get you more conversions at a lower cost. It achieves this by optimizing your placement in each ad auction to avoid unprofitable clicks and get you as many profitable clicks as possible for your campaign.

Benefits of implementing Conversion Optimizer include:

Increased profits: Gets you more conversion at a lower cost.

Easy to use: Improves AdWords’ ease of use with less time spent managing bids, since the feature does a lot of the work for you. It’s easy to turn on, as well.

No additional charge: No extra fees or new interfaces to learn.

Conversion Optimizer works best for advertisers whose goals are mostly conversion and direct-response oriented. Advertisers also need to have already installed Conversion Tracking for Conversion Optimizer to work.

For display campaigns, Conversion Optimizer can help improve performance by using data from Conversion Tracking to determine where your ads are likely to get conversions. Conversion Optimizer will automatically calculate the optimal equivalent cost-per-click (CPC) bid for your ad each time it’s eligible to appear on a Display Network site. You still pay per click, but you no longer need to adjust your bids manually to reach your cost per acquisition (CPA) goals and can benefit from improved return on investment (ROI). This in turn can help you save time and maximize your conversions.

https://www.youtube.com/watch?v=ltFKxWes7W8