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Carol wants to review view-through conversions for her Google App campaign but doesn’t know where to find this data. What should she do?

• She should look at total conversions, which automatically include view-through conversions.
• View-through conversions isn’t a default column in the performance report. She should add her total interactions with her total conversions.
• View-through conversions isn’t a default column in the performance report. She should customise her columns to include it.
• View-through conversions isn’t a default column in the performance report. She should find the view-through conversions in the asset report.

 

Explanation:

The correct answer is View-through conversions isn’t a default column in the performance report. She should customise her columns to include it. Carol can find view-through conversions data in the Google Ads interface by customizing her columns within the performance report. View-through conversions represent instances where a user sees an ad but doesn’t click on it, yet later completes a conversion (such as an app install) within a specified window. As this metric isn’t included by default in the performance report, Carol needs to customize her column settings to ensure it’s displayed. By doing so, she can access valuable insights into the effectiveness of her Google App campaign beyond just direct clicks, gaining a more comprehensive understanding of the campaign’s impact on user behavior and conversion outcomes. This customization enables Carol to track and evaluate view-through conversions alongside other key performance metrics, empowering her to make data-driven decisions and optimize her campaign strategies effectively.

 

Linda wants to get the most from her Google App campaign ads. She writes the required amount of text assets, but doesn’t have many other assets to upload.

Which assets may be auto-generated by the campaign, in addition to what Linda can upload?

 

• The existing Display Network and/or Video campaigns within the same Google Ads account.
• The associated images and videos on Google Images and YouTube.
• The website associated with the app in question.
• The content within the app’s Google Play and Apple App Store listings.

 

An eCommerce app received 500 installs, resulting in $1,000 in revenue. What tCPI should they use to start a new Google App campaign for installs?

• 0.5
• 20
• 500
• 2

 

Explanation:

The correct tCPI (target cost per install) that the eCommerce app should use to start a new Google App campaign for installs is **2**. tCPI represents the maximum amount an advertiser is willing to pay for each install generated by the campaign. To calculate tCPI, the advertiser divides the total revenue generated by the number of installs. In this case, the eCommerce app received 500 installs, resulting in $1,000 in revenue. By dividing the revenue ($1,000) by the number of installs (500), the tCPI is calculated as $2 per install. Setting the tCPI at $2 ensures that the cost of acquiring each new install does not exceed the revenue generated by those installs, thus maintaining a profitable return on investment for the app campaign. Therefore, using a tCPI of 2 is the appropriate strategy for the eCommerce app to optimize its advertising spend and maximize the profitability of the Google App campaign for installs.

 

Pauline has a well-established app with a large user base. Now she needs new users who complete valuable actions within the app. What phase does this fall under?

 

• Launch
• Growth
• Engagement
• Maturity

 

Jasmeet’s a marketer for healthcare brand Pharma Unite. She’s been asked to oversee a Google App campaign that started running two months ago, and she learns the assets haven’t been updated since launch. What two things should Jasmeet do next? (Choose two.)

 

Select All Correct Responses

• Review the asset report, but wait another two months before taking action – it’s too soon to know how well the existing assets are performing.
• Review the campaign’s existing assets to see if enough types and sizes exist for good ad coverage, and if the existing assets meet the recommended standards for quality.
• Review the asset report as a frame of reference, then immediately remove all existing assets and start fresh with new ones. After two months, the existing assets are stale and need to be replaced.
• Review the asset report to see which assets are low-performing, and gradually swap them out for new ones.

 

Which statement is true regarding conversion rates between apps and mobile web?

• Mobile web generates conversion rates three times that of shopping apps.
• Mobile web generates conversion rates ten times that of shopping apps.
• Shopping apps generate conversion rates ten times those of mobile web.
• Shopping apps generate conversion rates three times those of mobile web.

 

Explanation:

The statement that shopping apps generate conversion rates three times those of the mobile web is true. This fact underscores the significant impact and effectiveness of shopping apps in driving user engagement and facilitating transactions compared to the mobile web. The higher conversion rates observed in shopping apps suggest that users are more likely to make purchases and complete transactions within the app environment, highlighting the importance of providing a seamless and convenient shopping experience through dedicated applications. Factors contributing to this higher conversion rate may include streamlined checkout processes, personalized recommendations, loyalty programs, and push notifications tailored to individual user preferences—all of which enhance user engagement and encourage frequent interactions within the app. As a result, businesses looking to maximize their conversion rates and drive revenue growth often prioritize the development and optimization of shopping apps to capitalize on the benefits they offer compared to traditional mobile web platforms.