Academy for Ads Answers

Display & Video 360 Basics Assessment Answers

 

Display & Video 360 is a single, integrated product that helps you with creative and data, as well as collaboration with media teams in order to execute end-to-end ad campaigns.The Display & Video 360 Basics learning path will take you through each section of the product and is geared toward existing Display & Video 360 and Campaign Manager users who want to learn about the new interface following the Google Marketing Platform rebrand this year.

 

 

 

How would you best describe the Spotlight section in Marketplace?

• You can use the Spotlight feature to search the web for more information about a publisher, and get results on the same screen.
• You can use the Spotlight feature to find specific publishers to re-visit at another time.
• You can use the Spotlight feature to open up a live chat with other members of your team and share inventory insights before making a deal in Marketplace.
• You can use the Spotlight feature to find premium packaged inventory opportunities that meet your specific criteria by Publisher, Deal, or Guaranteed Package type.

 

 

You’ve browsed Marketplace and found some publisher inventory that matches your targeted age group and ad format for your prospective campaigns. But before you make a deal, you want to be able to discuss the price with the publisher. How would you do this?

 

• For one or more publishers, you can send a bulk RFP form with your proposal and price. You can have ongoing negotiations directly from the My Negotiations section under the Inventory module.
• If you’d like to contact a publisher, you can send a message to them directly from Marketplace requesting their contact details.
• You can find phone numbers of publisher teams in Marketplace. You can call to negotiate at any time.
• The inventory showcased in Marketplace is non-negotiable. If inventory matches your criteria, you can click Accept to make a deal go live.

 

How would you best describe the functionality within the Audiences module?

• The Audiences module helps you understand how customers interact with your brand across devices, as well as online to offline.
• The Audiences module enables you to be informed and influence your budget allocation decisions with accurate forecasting.
• The Audiences module allows you to see a holistic view your campaigns’ performance against budget and how they are tracking towards KPI.
• The Audiences module enables you to effectively manage, build, analyze, and activate your audiences.

 

 

You’re using the Audience Builder tool to create an audience list based on users who have engaged with historical campaigns. Since you’re targeting the same groups, you want to be able to prevent visitors from seeing your ads too many times. What feature could you use to do this?

• Audience Builder.
• Audience Profile Analysis.
• Audience Frequency Caps.
• Audience Spotlights.

 

What is the new name for DoubleClick Bid Manager?

• Bid Manager.
• Video & Display 360.
• Google Marketing Platform.
• Display & Video 360.

 

 

What is the new name for Google’s DoubleClick Suite?

• Display & Video 360.
• Google Marketing Platform.
• Google 360.
• Search Ads 360.

 

Where would you go to get information about your campaigns’ health and suggestions for troubleshooting and optimizing live campaigns?

• Change History.
• Instant Reporting in the Insights module.
• Floodlights section.
• The Intelligence Panel in the Campaigns module.

 

 

You are contributing to the budget section in an advertiser’s media plan for some open auction video campaigns. You need some insights to inform the figures, such as overall unique reach for some given locations. Which feature would you use to achieve this?

 

• Open Auction Video Forecast tool in the Campaign Plan workspace.
• Instant Reporting in the Insights module.
• Combined view in the Campaign Plan workspace.
• Marketplace in the Campaign Plan workspace.

 

Which of the following statements best describes one function Display & Video 360 aims to help you do?

• Display & Video 360 will enable you to measure, analyze, and action on your campaign’s performance.
• Display & Video 360 will enable you to plan, execute, and measure ad campaigns across formats and screens for your targeted audiences.
• Display & Video 360 will enable you to make data-driven decisions at the planning phase, helping you create more robust media plans for your customers.
• Display & Video 360 will enable you to optimize your campaign execution workflows through simplified step processes and intuitive UI design.

 

Where would you navigate in Display & Video 360 to get quick insights into any unapproved creatives and information on your insertion orders, i.e., which ones are top pacing vs. under pacing?

• The Inventory module.
• User Management.
• User Homepage.
• The Insights module.

 

Why would you visit the Campaign module in Display and Video 360?

• To create and manage inventory packages across formats and inventory types.
• To execute on campaigns and use the Plan Workspace to build a complete campaign media plan across formats, buying strategies, and inventory types.
• To use the Audience Builder to create custom audience lists and assign them to specific content strategies aligned to your campaigns.
• To add and manage users and creative users to a campaign.

 

Choose the best statement to describe what the Creative module can help you do.

• The Creative workspace is built to help you discover premium packaged inventory and manage your reservation and programmatic deals.
• The Creative workspace is built to help you achieve your audience-related goals, from central data access and analysis to activation.
• The Creative workspace is built to drive collaboration between brand, media, and creative teams, enabling the design, production, and management of ads at scale.
• The Creative workspace is built to enable you to create smarter campaigns and quantify estimated scale to your unique KPIs.

 

Why would you navigate to the Brand Quality Hub?

• To create custom combinations between your first-party, Google data, and/or third-party lists that you’ll be able to save and easily reuse across campaigns.
• To discover the creative formats available in Display & Video 360.
• To mix and match all available data sets to create advanced audience lists.
• To get a quick summary of your current brand safety settings such as the inventory controls available, to get information on any excluded apps and URLs, and to get a percentage of your filtered traffic pre-bid.

 

 

What’s the difference between Instant Reporting and a traditional report?

• A traditional report has a limited number of metrics and dimensions, whereas Instant Reporting gives you the ability to create your own metrics and dimensions.
• Depending on the size of data requested, traditional reports typically take about 5 minutes to download, whereas once an Instant Report is requested, you’ll receive an email with your report in less than a minute.
• Traditional reports are offline, whereas Instant Reporting allows you to drag and drop data to build a report in real time.
• Traditional reports are offline, whereas Instant Reporting downloads in less than 3 seconds.

 

What data-driven functionality in the Creatives module is available after you’ve created a set of, for example, Panorama format creatives?

• You can use forecasting to accurately plan and forecast the unique reach of your campaigns.
• You can view signals about where your creatives will serve and learn about how to improve safety measures for your campaign.
• You can click Optimize, which will provide you with recommended changes to your creatives and allow you to apply them in bulk.
• You can choose from a variety of audience signals to target specific customer segments, then assign the right creatives to the associated content strategy.

 

 

What user permissions do you need to add your colleague as a user to your advertiser’s account?

• Creative user.
• Read only.
• Read & Write.
• Write only.

 

Over time, which 4 products in Google Marketing Platform will have full convergence into Display & Video 360?

• Campaign Manager, Studio, Analytics 360, and Tag Manager 360.
• Bid Manager, Campaign Manager, Studio, and Audience Center.
• Bid Manager, Campaign Manager, Studio, and Tag Manager 360.
• Campaign Manager, Studio, Search Ads 360, and Audience Center.

 

You’ve been added as a Creative user to an advertiser’s Display & Video 360 account. You’ve been asked to create a new high-format Flipbook ad with two variations for an upcoming campaign. What tool would you use to accomplish this task?

• Content Strategies.
• Marketplace.
• Google Web Designer.
• Ad Canvas.

 

 

 

 

Mobile In Doubleclick Bid Manager Basics Assessment Answers, explore how DoubleClick Bid Manager makes it easy to set up and monitor your mobile campaigns. Take all the courses, pass the Assessment, and earn an Achievement to display on your profile.

 

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Which type of mobile ad is similar to the types of ads seen on desktop browsers?

Mobile web

Mobile in-app

In-app interstitial

Mobile proximity

 

You want to run animated mobile creatives that don’t require special plug-ins. What format do you recommend to your designers?

SWF

HTML5

SDK

Flash

 

Which DoubleClick tool can you use to research site inventory?

Display Planner

Google Web Designer

Planning widget

Inventory Availability report

 

Tracking conversions in mobile apps uses what unique identifier?

Resettable device IDs

International Mobile Equipment Identity (IMEI)

Brownies

Cookies

 

Which report should you use to compare ad performance in mobile environments?

A cross-channel performance report, grouped by creative

A General report, grouped by environment

An audience performance report, filtered by device, grouped by environment

An Inventory Availability report, grouped by environment

 

Your client has tasked you with reaching one million impressions for their new mobile campaign. How do you forecast potential reach before building the new campaign?

Generate an audience performance report, filtered by device, grouped by environment

Run a cross-channel performance report, grouped by creative

Run a General report, filtered by environment, and grouped by URL/App

Generate an Inventory Availability report, filtered by mobile environments, and grouped by “device type”

 

After running a cross-device report, you discover that total cross-environment conversion is 10 percent higher than single-device conversions. Why are these conversion numbers different?

The single-device conversions should be larger than the total cross-environment conversions, since they include everything

These extra conversions are detected across environments and devices, and were not attributed in the single-device conversions

Cross-environment conversions should never exceed the single-device conversion, submit a ticket to support

The video metrics sometimes aggregate stops, pauses, and starts, making the cross-environment totals higher

 

Your company has an agreement with a mobile carrier to deliver special offers to their customers. How do you show these customers (and only these customers) an offer code on your mobile ads?

Wi-Fi

Carrier

Operating system

App collections

 

Where do mobile web ads run?

They run on mobile apps and require specific code adjustments to support ad serving and tracking

They run in a custom-built mobile app that your developer created

They run on a browser installed on a mobile device

They run inside premium mobile apps that are aligned with your brand

 

Which customers can you potentially reach with proximity targeting?

Customers that are near cellular network towers

Customers that are on the latest Android operating system

Customers that are nearby targeted locations

Customers that are running your mobile app

 

Which mobile strategy might you employ to drive mobile app downloads?

Serve mobile ads to a single device ID

Focus on premium ads to reach a broad audience

Serve retail coupons as mobile interstitials

Promote the mobile app on brand relevant mobile apps

 

What is a key benefit of generating a cross-device conversion report?

The cross-device conversion ensures the user interacted with the ad, by either a click or video play

Cross-device conversions include interaction values for measuring time to purchase

Cross-device has unique targeting parameters based on geography

The cross-device conversion report shows activity for a single user across both app and web environments as well as across devices

 

Your client, Ted’s Travel, is getting a lot of mobile traffic to their site, but not enough bookings to meet their targets. How do you remarket to these users who are visiting, but not making purchases?

Use tracking pixels to obtain customer contact information and then send an email blast

Build audience lists based on users who have visited mobile webpages that are pixeled

Focus on premium ads and reaching an even broader audience

Exclusively target users on Android devices

 

What is a difference between an optimized mobile site and a desktop site?

The mobile site’s purchase pathway must match the pathway on desktops

A mobile website requires a device ID

The mobile site always includes bandwidth intensive creatives

An optimized mobile site is ideal for screens of various sizes

 

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Optimize Performance In Campaign Manager Assessment Answers, optimization means using performance data to find what gets results and doing more of it. This training shows you how to optimize with DoubleClick Campaign Manager. Take the courses, pass the Assessment and earn an Achievement to display on your profile.

 

Campaign Manager optimization Assessment Answers

 

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KidApparel wants to create custom audience lists by leveraging their Custom Floodlight Variables and individual user IDs for more precise targeting. Tom Trafficker tells them they’ll need to use:

Data Transfer

Third-party providers

Demographic targeting

Site-served lists

 

Rich wants to compare cross-environment conversion data to standard conversion data. Which metric in the Cross-Device Conversions report does he need to include to see which device got the conversion credit?

Top Conversion Paths

Device Conversion Type

Attributed Event Platform Type

Custom Floodlight Variable

 

What is a common reason for a campaign spreadsheet to fail upon import?

Missing creative name

Missing placement name

Missing ad name

Bad formatting

 

After exporting your campaign to a spreadsheet, making a copy of one row with your ad, placement, and creative is a great way to ensure correct formatting and IDs when you import. What step will you need to complete in order to create a new placement?

Delete item name

Add column item name

Delete item ID

Add column item ID

 

KidApparel wants to capture the encrypted user ID of each impression and click interaction so they can create more precise audience lists. Tom Trafficker tells them they’ll need to use:

Data Transfer

Demographic targeting

Site-served lists

Third-party providers

 

After pulling a Top Conversion Paths report, Maria finds that most users are entering the funnel via rich media interactions.

How can she best optimize with this information?

Frequency cap her ads at one impression

Place rich media first in her ads’ creative rotation

Place rich media last in her ads’ creative rotation

Move all budget to rich media

 

Yasmin wants to see the most common sequence of ad interactions users experience before they convert. What report should she review?

Cross-Environment insights

Top Conversion Paths

Custom Floodlight

Cross-Device Conversions

 

SuperCoolKicks wants to see if users who have seen the Cool Kicks sneaker ads on their smartphones are making purchases on desktop.

Which report would reveal this pattern?

Cross-Environment insights

Custom Floodlight

Top Conversion Paths

Cross-Device Conversions

 

How can you view the encrypted user ID across DoubleClick Bid Manager and DoubleClick Campaign Manager accounts?

Audience Performance report

Data Transfer

Attribution Modeling Tool

Insights

 

What is the best way to target users who haven’t made a purchase after putting an item in their cart without giving away too many promo codes?

Edit the shopping cart user list to only include 10 days worth of data

Create a Data Transfer including promotion codes

Target the shopping cart user list with a 20 percent off promotion

Create a custom rule to target the shopping cart user list and exclude the user list for the checkout page

 

Ezra wants to know which of DinoWorld’s promotional offers the users on his audience list are responding to best.

Which report would he pull?

User Reach

User Performance

Audience Reach

Audience Performance

 

Alona has been using the Time-Decay attribution model a lot recently, but she wishes she could make an adjustment to increase how rich media interactions are weighted when assigning credit. What attribution model should she select?

Custom

Data-driven

Path Length

Position-based

 

How does the position-based attribution model assign conversion credit?

All credit goes to the last click

Majority of credit is split across click interactions, with remaining credit given to any impressions

Majority of credit is split between the first and last interactions, with remaining credit given to other interactions

Majority of credit is given to the first interaction, with remaining credit given to other interactions

 

After pulling a Cross-Device Conversion report, Sam notices that a lot of the mobile purchases on the SuperCoolKicks site occur after users have seen an ad on desktop.

How might Sam use this information to optimize the sneaker campaign?

Adjust Campaign Manager creative messaging

Tell his colleague to create new placements for rotation

Adjust Campaign Manager creative rotation

Tell his colleague to keep directing spend to desktop inventory

 

How can you make bulk edits in the Campaign Manager interface?

Click Edit multiple

Click Bulk edit

Click Bulk changes

Click Multiple edits

 

Which attribution model uses Floodlight data from both converting and non-converting users?

Path Length

Custom

Data-driven

Top Conversion Paths

 

Alan wants to see conversion credit assigned to whichever ad a user interacted with just prior to converting, whether it’s a click or an impression. Which attribution model would he use?

Time Decay

Conversion

Last Interaction

Path Length

 

What is a common reason why the “Edit multiple” option may not appear in the user interface?

More than one type of object has been selected

Not enough ads have been selected

More than five ads have been selected

More than five placements have been selected

 

Martin’s excitement to dig into reports quickly turns to dismay when he sees how many conversion paths are displayed in the Assisted Conversions report.

How can he limit which conversion paths are used in the report?

Set up Custom Floodlight variables

Apply Conversion segments

Group Floodlight activities

Use Top Conversion Paths

 

How many data-driven models can be created for each parent-advertiser configuration?

Three

Twelve

Four

One

 

Knowing that DinoWorld park tickets have a long conversion funnel, Johanna wants to give equal credit to every ad interaction that kept the user’s interest prior to purchasing tickets. Which model would she use to see credit assigned in this way?

Conversion

Tim Decay

Linear

Last Interaction

 

DoubleClick Digital Marketing reports are great, but Mario is looking for log-level impression and click data so he can dig into the granular details and run analysis.

How can Mario access this information?

Insights

Data Transfer

Report Builder

Attribution Modeling Tool

 

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