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A brand manager wants to show the value of his advertising by demonstrating the return on ad investment.

What’s his marketing objective?

 

• Consideration

 

• Purchase

 

• Loyalty

 

• Awareness

 

Levi’s an experienced marketing strategist for a software company that sells a learning platform to public schools. He developed healthy individual measurement habits that drive his success in constantly evolving his company’s marketing strategies to the schools’ changing needs.

What are two habits Levi developed to help him evaluate and adapt his marketing strategies? (Choose two.)

 

• He promotes the attitude that “failure is not an option” amongst his team members and subordinates.
• He starts his day by looking at how well he’s  doing on his company’s key performance indicators.  
• He maintains a set of preferred media channels proven to be effective and don’t need to change.
• He values what his coworkers think and encourages them to give their opinions in his marketing meetings.
• He incorporates data into all of his decision-making concerning marketing channel selection.

 

or

 

• He brings data to all his meetings. Data is at the center of every decision made.
• He starts his day by looking at how well he’s doing on his company’s key performance indicators.
• He maintains a set of preferred media channels that are proven to be effective and don’t need to change.
• He values what his coworkers think and encourages them to give their opinions in his marketing meetings.

 

or

 

Levi is an experienced marketing strategist for a software company that sells a learning platform to public schools. He has developed healthy individual measurement habits that drive his success in constantly evolving his company’s marketing strategies to the changing needs of the schools.
What are two habits Levi has developed to help him evaluate and adapt his marketing strategies? (Choose two.)

• In meetings, he asks every person, “What do you think?” This allows him to overcome HIPPO, or listening to the “highest paid person’s opinion.”
• He runs tests continuously, increasing data points that help inform important strategic decisions.
• He isolates and analyzes data that prevents failure, which optimizes the outcomes of his experimental marketing campaigns.
• He keeps all sales data in his CRM’s private dashboard, freeing his teammates from seeing data that will distract them from doing their jobs.
• He starts his day by looking at how well he is doing on his company’s key performance indicators.

 

or

 

• He only checks his company’s key performance indicators during revision phases, knowing that the indicators will generally stay stable under regular use.
• He trusts his instincts and the thoughts of his co-workers, allowing him to take risks that yield results.
• He segments data using his company’s CRM dashboards, giving his organization access to data that powers their decision-making.
• He encourages learning from failure, which is necessary for testing the possibilities and for learning what does not work.
• He asks “What do you think?” questions to ensure he has enough input to make a sophisticated marketing decision.

 

 

Heather created KPIs (key performance indicators) for her shoe company. She’s using metrics to determine whether or not those KPIs have been met.

Using the dropdown menu, select whether each option is one of Heather’s KPIs or a metric.

 

1 Increase sales of high-heeled shoes by 10% this year
2 Increase of 10% in number of full video ad views on YouTube
3 Increase online orders by 5% this quarter
4 Increase of 20% in response rate to Google Search Ads for high heels

Metric (2)
KPI (1)
Metric (4)
KPI (3)

 

 

Which statement describes rules-based attribution?

 

• It algorithmically evaluates individual customer paths.

 

• It includes converting and non-converting paths.

 

• It’s the most advanced model in Google’s attribution products.

 

• It applies static logic to assign a value to each touch-point.

 

 

David owns a retail business that just implemented a web app to supplement sales. He needs to choose an attribution partner to integrate the app for in-app conversion tracking.

Which two are available attribution providers? (Choose two.)

 

• Google Firebase

 

• Google Analytics

 

• Google Play

 

• Salesforce

 

 

You’d like to modify your current bidding strategy to increase the conversion rate of your ads.

Match each bidding strategy with its description.

 

1. Allows you to bid based on a target return on ad spend
2. Uses advanced machine learning to automatically optimize bids
3. Is an automated bid strategy that sets your bids to help get as many clicks as
possible within yourbudget
4. Helps you get more conversions by automatically modifying your manual bids
already set

 

Maximize Conversions Bidding (2)
Enhanced CPC (4)
Target ROAS Bidding (1)
Maximize Click (3)