Academy for Ads Answers

September 29, 2017 By CertificationAnswers

Programmable marketing basics Assessment Answers – Academy for Ads

Programmable marketing basics Assessment Answers - Academy for Ads

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The other day you were searching for electronic music schools and visited some related sites. A few days later you were curious about how many calories were in the curry rice you had at lunch and searched “calories in curry rice”. You landed on a site with nutritional tips and noticed a display ad for an electronic music school. You decide to click on it. What signal was used to target you with this ad?

An earlier site visit of electronic music schools
People who were interested in half marathons in the area
People who searched for “where to buy chicken curry”
All those who searched for a recipe

If you wanted to understand if the impressions you purchased were actually seen by customers, what measurement concept would you ask to know more about?

Brand love
Brand efficacy
Viewability
Impressions

Your manager thinks the detail you’ve used in your customer portraits isn’t necessary. What should you do next?

Advocate for keeping the detail in the portraits because it represents very accurately what the people in your focus groups told you.
Point out that the more you know about your audience, the more targeted you can be with your messages across the entire journey.
Say that you see his point and that this is just a way for you to glean more insights. You’ll be prioritizing demographic data only.
Agree with your manager and redo all the portraits according to his vision. Implement a best practice to follow suit.

What would be the best format and message for a women’s clothing retailer in the “Do” stage?

Newsletter on tips to take care of your new garment
Blog post outlining fashion trends
Search with ad extensions offering discounts and a click-to-buy extension
Skippable pre-roll ad talking about how the clothing is manufactured and designed

If you were asked to explain programmable marketing to your peers, what should you say?

It’s the tools, such as demand-side and supply-side platforms, available to help scale, personalize, and automate marketing messages across the entire customer journey.
It’s really effective when trying to target a customer on one specific part of the customer journey. The key is choosing the right technology at the right time.It’s really effective when trying to target a customer on one specific part of the customer journey. The key is choosing the right technology at the right time.
It’s the strategy behind the activation of technology that automates, scales, and personalizes marketing messages across the entire customer journey.
It’s about buying ad space when and wherever you want. It increases the complexities around decision-making and measurement, but the return on investment is worth the effort.

Which programmatic tool allows you to purchase individual impressions in auction-based environments?

Ad publishers
Ad exchanges
Trading desks
Demand-side platforms

You’re surfing some of your social media sites and the exact same electronic music school advertisement from earlier in the day appears. Earlier, you clicked on the ad, but this time you don’t. What could have been done to be more relevant in that micro-moment?

The marketers should have focused only on environmental signals.
The marketers should have ignored this micro-moment.
The marketers could have relied on more media signals.
The marketers’ ad could have said how your friend “liked” the school.

Louise, who works for a computer company, is trying to understand why customers she targeted in the “Care” stage didn’t convert. She sent them a “For your first purchase of software, get a discount” display ad. Why didn’t this work?

This message would have worked better for the “Think” stage.
This message would have worked better for the “See” stage.
This message would have worked better for the “Do” stage.
This message catered to customer awareness.

What would be the best key performance indicator for a coffee company that just opened and is trying to attract a new clientele?

Video views of a new video talking about their unique selling point around how they roast coffee
Number of customers who asked for a loyalty card
Number of up-sells of pastries and baked goods
Number of coffees purchased

Imagine you’re prepping your team about an upcoming programmatic campaign and someone asks you how you’ll actually plan and buy ad space. What do you say?

Use anything but an ad exchange to help with running campaign
You’ll have to research all the different trading desks and pick one to help you
You’ll use ad publishers to help you with this
This happens with demand-side platform technology

Ormond, who works for a national basketball franchise, wanted to reach more fans with new content. They identified new segments and aimed to deliver real-time, online, live game footage. Conversions were really low. Why didn’t this work?

The quality of the footage wasn’t appropriate. Most likely unforeseen and unreported technology issues were to blame.
Something must have gone wrong with the tagging of the analytics. The attribution algorithm wasn’t set up properly either.
The fans they identified weren’t verified properly during the pre-advertising survey that was sent out.
Most likely, the targeted audience wasn’t segmented properly or the creative wasn’t strong enough to capture audience attention.

You just received low results from an awareness campaign for a local non-profit you manage. You used a wide array of signals to make sure you provided relevant answers across the entire journey. What will you try next time?

Combine fewer signals, so that you reach more people
Absolutely nothing and let this pass you by as a lesson learned
Combine even more signals, so that you are sure to reach more people
Completely start over from scratch with a new campaign

Imagine you’re trying to convince your board that investing in programmatic technology would be a step forward for your company. What do you think would convince them?

Focus on getting direct buying and real-time bidding right. It will seem expensive at first, but you’ll be able to save money by delivering one message throughout the entire journey.
Tell them that after the initial investment and training, the efficiencies and return on investment would be worth the effort. There’s no better way to personalize and scale.
Explain that with so many customers now using several devices, the journey is complex. Programmatic finds insights from your data for you, so you’ll be able to save on resources.
Insist that all of your competitors are using it, so you have to stay relevant. You’ll be able to keep your last-click attribution method because regardless of technology, it’s still the final conversion that truly counts.

Question 14 of 14

Jenni sells custom-printed t-shirts and knows that customers begin their journey online with research on their mobile devices and end up making most purchases using their desktop. But, on her recent programamtic campaign, mobile isn’t getting any credit. What would you recommend to solve this measurement problem?

Implement several cross-channel measurement tools
Adopt a data-driven approach and stop investing in mobile messages
Get the mobile team to rethink their strategy and come up with a solution
Double-check current attribution model and replace if necessary

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Prepare for a programmatic world Assessment Answers – Academy for Ads

September 29, 2017 By CertificationAnswers

Prepare for a programmatic world Assessment Answers – Academy for Ads

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Question 1 of 9

You’ve been asked to explain to a new intern the things that you can test and things you can’t.
Which question would be least suitable to determine with a test?

Is search really performing as badly as it seems at driving offline sales?
What are the most important reasons that people recommend our products?
How do we determine the true causal impact from our search ads on in-store purchases?
How impactful is our programmatic strategy in all of our markets?

Why would you choose to participate in the Ad Exchange Open Auction?

To get exclusive access to premium packages of inventory often before it becomes widely available
To reach the widest publisher inventory pool based on your defined campaign targets, and to scale your media buys across screens and exchanges using the right audience signals
To reserve a fixed number of impressions at a fixed price, in a manner similar to a traditional reservation
To get an exclusive, advertiser-to-publisher relationship for programmatically purchasing inventory in brand-safe environments without any inventory guarantees

If you wanted to better understand your customer’s overall site behavior, including your site and other browsing they may do online, which two products would solve that problem?

Google Analytics 360 and Double Click Campaign Manager
DoubleClick Studio and DoubleClick Bid Manager
Google Analytics 360 and DoubleClick Studio
DoubleClick Ad Exchange and Double Click Campaign Manager

You’ve defined your campaigns and want access to premium inventory, with exclusive access to publisher data/audience data.
Which deal type would best suit your requirements?

Private Auction
Programmatic Guaranteed Deal
Open Auction
Preferred Deal

Peter sees in his team’s data that many of the people that converted were exposed to a display campaign they ran. So they concluded the display campaign was a success.
What did they forget to take into account?

Measuring view-through conversions
Proving incremental impact
Establishing a baseline
Creating a focused question

When combining programmatic products, what are the main benefits?

Audience segments and real-time bidding
Single view on data and efficient workflow
Cookies and managed bids
Conversion tracking and automated auctions

Which isn’t available from a DoubleClick product?

Ad creation
Direct bidding
Measurement of site behavior
Real-time bidding

All but one of the below roles would be great to have in place and help boost the programmatic capability of your team.
Which one is it?

Marketing technology officer
Head of social media
Data storyteller
Account director

Question 9 of 9

You’ve been building a programmatic campaign and all teams just signed off on the brief.
What’s the next step in the process?

Take a moment to debrief on the process so far and iterate the plan if necessary.
Let the brand and media agency have a hiatus. Bring them back after execution.
Continue to work together on every decision to get 100 percent sign-off from all teams.
Let the production team drive content creation.

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Measure mobile effectively Assessment Answers – Academy for Ads

September 29, 2017 By CertificationAnswers

Measure mobile effectively Assessment Answers – Academy for Ads

Measure mobile effectively Assessment Answers - Academy for Ads

Learn about the strategic implications of measuring mobile effectively

Proving mobile marketing’s impact can be a challenge. This Learning Path explores metrics, filling measurement gaps, and experimenting to validate your efforts. Take all the courses, pass the Assessment, and earn an Achievement to display on your profile.

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A1.

If you wanted to see how a consumer journey moves across devices, what method would be best?

User-based or panel
Geo-targeting or user-based
Geo-targeting or panel
Just user-based

A2.

Rose sees in her data that many of the people that converted were exposed to a display campaign she ran. So she concludes the display campaign was a success. What did she forget to take into account?

Proving incremental impact
Establishing a baseline
Creating a focused question
Measuring view-through conversions

A3.

What experiment would be best to answer this question: How effective is mobile video at driving website visits?

Try a combination of user-based and geo-targeted methods. Only show the ad to specific people in specific regions and compare the results to those who didn’t see the ad.
Just apply the user-based method that is part of Google’s cross-device tracking tools and a data management platform to see what channels are really working and not working.
Run a questionnaire using a random sample to see if they think the ads were really the factor that enticed them to visit their website. Compare this with time-on-site analytics for further insight.
Try a randomized brandlift experiment to see whether website visits increased in areas where the mobile video campaign was running. Verify with analytics’ data.

A4.

Which of the following couldn’t be answered with a controlled marketing experiment?

What are the most important reasons that people recommend our products?
Is mobile search really performing as badly as it seems at driving offline sales?
How do we determine the true causal impact from our mobile ads?
How impactful is our mobile strategy in all of our regional markets?

B5.

Which estimator would work best at linking cross-channel conversions from mobile to offline store?

Emailing a receipt
Newsletter sign-ups
Video views
Social media likes

B6.

What measurement strategy would be best for an independent local cake shop that is trying to link a mobile promotion to increased offline sales?

Establish a baseline of store traffic before the campaign. Release display ads when you know your customers are most likely to be online. See if store traffic increases after display ads are released.
Conduct a survey from previous customers on the following topics: favorite cake flavors, dessert preferences, favorite cake recipes. See if store traffic increases after the survey has been issued.
Add click-to-call buttons to your mobile ads. While the behavior will have to be extrapolated somewhat, you should still see an increase in store traffic. Encouraging calls adds that valued human touch.
Incorporate some geo- or A/B testing into your marketing plan. See how different people in different regions respond to your display ads. Choose the most popular ad to base your next campaign.

B7.

Which of the following isn’t a tool to help you better assess mobile’s performance?

Location extensions
Data-driven attribution
Cross-device measurement
Data management platform

B8.

Your company sells eyeglasses and sold 10 percent more than its target for desktop sales. Mobile’s paid search and display ads drove lots of mobile site traffic, yet that traffic doesn’t seem to convert well. Which is the best recommendation to find out whether mobile played a role in driving desktop success?

Realize the customer journey can be very long and complex, and put together a proposal to incorporate data-driven attribution.
Assume the data is correct and advise your company to invest in the channels that are clearly performing best and reduce mobile investment.
All that matters is that the company surpassed its sales goal. Don’t fix what isn’t broken. Keep doing exactly what you’re doing, because it’s working really well.
Remind your company that what you should be measuring is transactions, not customer behavior. The only touchpoint that matters is the last click.

C9.

Your research tells you that customers start searching for your products with their smartphone, yet you don’t see mobile doing well in your data. What is a good way to fix that problem?

You need to find a way to get your marketing teams to consolidate measurement and get a single view on the customer across devices and channels
You need to review your data again and try to come up with fresh insights on how to direct more traffic to desktop because that is what converts better.
You need to turn off cross-device tracking because this is extra data that is most likely skewing your analyst’s interpretations.
You need to ensure that the marketing teams are focusing on solving only their problems. Double check that they are using last-click attribution correctly.

C10.

Which would be the best key performance indicator (KPI) for this micro-moment: “I-want-to-try-schnitzel”?

Clicks to navigate to schnitzel restaurant location
Social media likes for photo essay on Berlin
Berlin tourism app downloads
Calls to help desk

C11.

Which would be the best behavior to confirm that you’re relevant in this micromoment: “I-want-to-visit-Berlin”?

A customer read your article on “Best restaurants in Berlin”.
A customer clicked on a display ad for cheap European train passes.
A customer watched a movie called “I Love Europe” on YouTube.
A customer researched about how to make Berlin brewery-style beer.

C12.

Which key performance indicator (KPI) would not be relevant to a schnitzel restaurant?

Basket size
Restaurant visits
Coupon downloads
Reservation requests

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Manage campaigns in DoubleClick Search Answers – Academy for Ads

September 29, 2017 By CertificationAnswers

Manage campaigns in DoubleClick Search Answers – Academy for Ads

Question 1 of 10

Sam wants to focus his advertising goals on lead generation based on users completing an inquiry form.
How can he use DoubleClick Search to do this?

Create a Dynamic Ad Insertion goal.
Automate his direct programmatic ad buying.
Set a campaign goal, then a conversion goal with form completion as the conversion source.
Set a campaign goal, then a revenue goal with user purchase as the conversion source.

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Applying a label to an ad group enables you to create remarketing lists based on what user action?

User clicking on an ad while searching for any keyword in the ad group
User performing a search for any keyword in the campaign
User performing a search for any keyword in the ad group
User clicking on an ad while searching for any keyword in the campaign

Why would you want to set goals at the campaign level?

To automatically capture user search preferences
To automatically adjust campaign settings to optimize to a conversion-based goal
To accurately account for global location targets
To more clearly display real-time advertising spend

What is the first step you would take to edit an existing campaign using bulksheets?

Download a blank bulksheet template and import the campaign’s settings.
Copy and paste the campaign’s settings into a blank spreadsheet document.
Download the bulksheet from the engine account’s “Campaign” tab in DoubleClick Search.
Download the bulksheet from the campaign’s engine account.

Roger is in charge of marketing for Bean Coffee. He wants to build remarketing lists in DoubleClick Search based on all users who click on an ad when they search for “craft coffee.”
How does he use labels to accomplish this?

Apply the label “coffee01” to the keyword “craft”, and “Interested in coffee” to the keyword “coffee”.
Apply the label “Interested in craft coffee” to keywords like “craft coffee”.
Label every object in his account.
Apply the label “Interested in craft coffee” to each of his campaigns.

How can bulksheets help you efficiently create campaigns?

Bulksheets provide a streamlined user interface.
Bulksheets let you specify settings unavailable in the DoubleClick Search interface.
Bulksheets let you avoid compatibility issues when managing different engine accounts.
Bulksheets allow you to create multiple campaigns at once.

Applying business data to a campaign also applies it to what other elements?

Only the campaign affected
Ad groups and keywords in the campaign
All campaigns within an account
Engine accounts for the same campaign

Which adjustment could be best addressed with an automated rule?

The maximum bid on an ad group needs to be adjusted on Sunday, May 22.
A new ad group needs to be created with the settings from an existing ad group.
The maximum bid on a keyword needs to be adjusted when clickthroughs fall below .3 percent.
The budget for several ad groups needs to be increased by $200.

Sandra is the lead marketer at DinoWorld. She’s creating rows in her business data table for each DinoWorld’s theme park.

What is the best strategy for her to define IDs?

The name of the theme park, plus the city where it is located
A random series of letters and numbers
Using a numbering system that only she understands
Define them all as “DinoWorld,” since all the parks have the same name

Question 10 of 10

Which DoubleClick Search feature allows you to quickly apply changes to multiple campaigns at once?

Automated rules
Campaign copy
Bulk edits
Scheduled edits

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Make engaging mobile messages Assessment Answers – Academy for Ads

September 29, 2017 By CertificationAnswers

Make engaging mobile messages Assessment Answers – Academy for Ads

Make engaging mobile messages Assessment Answers - Academy for Ads

Learn about mobile’s unique features and how to use them to make messages

Tap into the power of mobile’s unique capabilities and see how sensors are used to create meaningful messages for your customers. Take all the courses, pass the Assessment, and earn an Achievement to display on your profile.

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B1.
Which of the following isn’t a sensor?
1. mSite
2. Camera
3. Microphone
4. Touch screen

B2.
What are the best sensors to use if you wanted to make an app that lets users virtually experience a new car?
1. Motion and axis
2. Bluetooth and GPS
3. Video camera and bluetooth
4. Motion and proximity
C3.
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?
1. Call-only ads don’t include a link to a mobile site.
2. Call-only ads run for shorter durations than ad call extensions.
3. Call-only ads don’t appear on mobile devices.
4. Call-only ads cost more, but reach farther.
B4.
What are the best sensors to use to send a discount offer to someone walking past your retail outlet?
1. GPS and proximity
2. Video and motion
3. GPS and video
4. Proximity and motion

C5.
Which extensions can help drive installs of your mobile app?

+1
1. App extensions
2. Sitelink extensions
3. Structured snippet extensions
4. RSLAs (remarketing lists for search ads)

B6.
What would be the best way to explain what a sensor is to a new intern at your company?

+0 / 1
1. Technology that enables mobile and desktop devices to capture signals
2. Smart phone features that incorporate video and sound on demand
3. A way of categorizing audience reach through various navigation paths
4. A special asset that is only accessible and functional on a mobile device
The correct answer was Technology that enables mobile and desktop devices to capture signals.
A7.

You are working on a campaign for a bike courier company who wants to provide meaningful utility to their customers.

What do you recommend?

+0 / 1
1. An app that uses GPS sensors to track all deliveries
2. An mSite that streams real-time biking videos from across the city
3. A bike racing game that lets users play against each other
4. An app that uses Google Cardboard to give a bike courier experience
The correct answer was An app that uses GPS sensors to track all deliveries.
A8.

In a push to lift your company’s brand reputation, you created a game that your clients could play to earn store credit.

What would be the purpose of an app like this?
1. To engage by providing an entertaining experience
2. To solve an actual problem with a utility app
3. To provide added value through a functional experience
4. To give solutions to common real-world customer problems
A9.
If your fashion retail client wanted an app that gave users the same experience as a runway model performing a show, what would you be creating?
1. Virtual reality
2. Gaming reality
3. Mixed reality
4. Augmented reality
A10.
What are the key sensors involved in viewing 360 degree video?
1. Motion and gyroscope
2. Microphone and motion
3. Gyroscope and video
4. Touch screen and microphone

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How to find mobile customers Assessment Answers – Academy for Ads

September 29, 2017 By CertificationAnswers

How to find mobile customers Assessment Answers – Academy for Ads

How to find mobile customers Assessment Answers - Academy for Ads

Learn how to reach customers in today’s mobile-1st landscape

Explore how to reach mobile-1st customers through micro-moments and signals. Also, see what other companies are doing to reach their mobile-1st customers. Take all the courses, pass the Assessment, and earn an Achievement to display on your profile.

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D1.

Why should companies adopt mobile-first thinking?

The offline and online worlds are blurring and it’s prudent to start anticipating how to leverage this space
Mobile first is great, except for campaigns when you’re trying to increase brand awareness
Almost a quarter of the world owns a smartphone, a tablet, and a laptop
It encourages siloed thinking and that creates efficiencies

A2.

You just received disappointingly low results from an awareness campaign for a local non-profit that you managed. You did your research and used a wide array of signals to make sure you got your answers to your micro-moments right. What will you try next time?

Absolutely nothing and let this pass you by as a lesson learned
Completely start over from scratch with a new campaign
Combine even more signals, so that you are sure to reach more people
Combine fewer signals, so that you reach more people

A3.

Imagine an intern asked you about contextual and intent-rich signals. What would you say?

Intent-rich signals are the only ones that matter.
Contextual signals are the ones to focus on.
Finding the balance between intent and context is key.
Neither matter to marketers in a mobile world.

B4.

The other day you were searching for electronic music schools and visited some related sites. A few days later you were curious about how many calories were in the curry rice you had at lunch and searched “calories in curry rice”. You landed on a site with nutritional tips and noticed a display ad for an electronic music school. You decide to click on it. What signal was used to target you with this ad?

People who were interested in half marathons in the area
People who searched for “where to buy chicken curry”
An earlier site visit of electronic music school
All those who searched for a recipe

D5.

You’re a marketing manager for a leading online music store and have been given a new key performance indicator (KPI) to hit this quarter: sell 25 percent more units of electronica artists month over month. What mobile engagement would you recommend to achieve this goal?

Enhanced GPS targeting to get customers into the store
Send a 10 percent off coupon to email mailing list
Add a click-to-navigate button to your banner ads
Make your home office address easy to find

D6.

Your data is showing that mobile isn’t performing well. However, you know from a focus group that users are using mobile early in their journey and that mobile isn’t getting the credit it deserves. What mobile engagement and conversion strategy do you suggest to ensure mobile gets proper credit?

Site traffic
Lead generation
Mobile commerce
Cross-device conversion

C7.

You’ve been asked to identify micro-moments for a new automotive client. Where do you start?

Just focus on the moments involving cash transactions
Look at your data to get insights on customer behavior
Capture each and every moment you can. Don’t hold back.
Avoid location data and information relating to time

B8.

You’re surfing some of your social media sites and the exact same electronic music school advertisement from earlier in the day appears. Earlier, you clicked on the ad, but this time you don’t. What could have been done to be more relevant in that micro-moment?

The marketers should have focused only on environmental signals.
The marketers should have ignored this micro-moment.
The marketers could have relied on more media signals.
The marketers’ ad could have said how your friend “liked” the school.

B9.

Your manager asked you to give more consideration to a user’s location. What kind of signals would you look at?

Environmental
Learned
Media
Intuitive

C10.

You received some feedback that your team thinks you missed some vital micro-moments. What do you do to find the ones you missed?

Go back to your search data and try to anticipate all the questions your customers may have
Try to speak to every moment your customers may be using their smartphones and devices
Rule out signals such as likes, comments, browse behavior, and reading an article
Disregard the feedback and trust that your instincts are correct

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Academy for Ads Answers

If you wanted to understand if the impressions you purchased were actually seen by customers, what measurement concept would you ask to know more about?

Your manager thinks the detail you’ve used in your customer portraits isn’t necessary. What should you do next?

What would be the best format and message for a women’s clothing retailer in the “Do” stage?

If you were asked to explain programmable marketing to your peers, what should you say?

Which programmatic tool allows you to purchase individual impressions in auction-based environments?

You’re surfing some of your social media sites and the exact same electronic music school advertisement from earlier in the day appears. Earlier, you clicked on the ad, but this time you don’t. What could have been done to be more relevant in that micro-moment?

Louise, who works for a computer company, is trying to understand why customers she targeted in the “Care” stage didn’t convert. She sent them a “For your first purchase of software, get a discount” display ad. Why didn’t this work?

What would be the best key performance indicator for a coffee company that just opened and is trying to attract a new clientele?

Imagine you’re prepping your team about an upcoming programmatic campaign and someone asks you how you’ll actually plan and buy ad space. What do you say?

Ormond, who works for a national basketball franchise, wanted to reach more fans with new content. They identified new segments and aimed to deliver real-time, online, live game footage. Conversions were really low. Why didn’t this work?

You just received low results from an awareness campaign for a local non-profit you manage. You used a wide array of signals to make sure you provided relevant answers across the entire journey. What will you try next time?

Imagine you’re trying to convince your board that investing in programmatic technology would be a step forward for your company. What do you think would convince them?

You’ve been asked to explain to a new intern the things that you can test and things you can’t. Which question would be least suitable to determine with a test?

Why would you choose to participate in the Ad Exchange Open Auction?

If you wanted to better understand your customer’s overall site behavior, including your site and other browsing they may do online, which two products would solve that problem?

You’ve defined your campaigns and want access to premium inventory, with exclusive access to publisher data/audience data. Which deal type would best suit your requirements?

Peter sees in his team’s data that many of the people that converted were exposed to a display campaign they ran. So they concluded the display campaign was a success. What did they forget to take into account?

When combining programmatic products, what are the main benefits?

Which isn’t available from a DoubleClick product?

All but one of the below roles would be great to have in place and help boost the programmatic capability of your team. Which one is it?

You’ve been building a programmatic campaign and all teams just signed off on the brief. What’s the next step in the process?

If you wanted to see how a consumer journey moves across devices, what method would be best?

Rose sees in her data that many of the people that converted were exposed to a display campaign she ran. So she concludes the display campaign was a success. What did she forget to take into account?

What experiment would be best to answer this question: How effective is mobile video at driving website visits?

Which of the following couldn’t be answered with a controlled marketing experiment?

Which estimator would work best at linking cross-channel conversions from mobile to offline store?

What measurement strategy would be best for an independent local cake shop that is trying to link a mobile promotion to increased offline sales?

Which of the following isn’t a tool to help you better assess mobile’s performance?

C9.

Your research tells you that customers start searching for your products with their smartphone, yet you don’t see mobile doing well in your data. What is a good way to fix that problem?

Which would be the best key performance indicator (KPI) for this micro-moment: “I-want-to-try-schnitzel”?

Which would be the best behavior to confirm that you’re relevant in this micromoment: “I-want-to-visit-Berlin”?

Which key performance indicator (KPI) would not be relevant to a schnitzel restaurant?

Sam wants to focus his advertising goals on lead generation based on users completing an inquiry form. How can he use DoubleClick Search to do this?

Applying a label to an ad group enables you to create remarketing lists based on what user action?

Why would you want to set goals at the campaign level?

What is the first step you would take to edit an existing campaign using bulksheets?

Roger is in charge of marketing for Bean Coffee. He wants to build remarketing lists in DoubleClick Search based on all users who click on an ad when they search for “craft coffee.” How does he use labels to accomplish this?

How can bulksheets help you efficiently create campaigns?

Applying business data to a campaign also applies it to what other elements?

Which adjustment could be best addressed with an automated rule?

Sandra is the lead marketer at DinoWorld. She’s creating rows in her business data table for each DinoWorld’s theme park.

What is the best strategy for her to define IDs?

Which DoubleClick Search feature allows you to quickly apply changes to multiple campaigns at once?

Which of the following isn’t a sensor?

What are the best sensors to use if you wanted to make an app that lets users virtually experience a new car?

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?

What are the best sensors to use to send a discount offer to someone walking past your retail outlet?

Which extensions can help drive installs of your mobile app?

B6.

What would be the best way to explain what a sensor is to a new intern at your company?

You are working on a campaign for a bike courier company who wants to provide meaningful utility to their customers.

What do you recommend?

In a push to lift your company’s brand reputation, you created a game that your clients could play to earn store credit.

What would be the purpose of an app like this?

If your fashion retail client wanted an app that gave users the same experience as a runway model performing a show, what would you be creating?

What are the key sensors involved in viewing 360 degree video?

Why should companies adopt mobile-first thinking?

You just received disappointingly low results from an awareness campaign for a local non-profit that you managed. You did your research and used a wide array of signals to make sure you got your answers to your micro-moments right. What will you try next time?

Imagine an intern asked you about contextual and intent-rich signals. What would you say?

You’re a marketing manager for a leading online music store and have been given a new key performance indicator (KPI) to hit this quarter: sell 25 percent more units of electronica artists month over month. What mobile engagement would you recommend to achieve this goal?

You’ve been asked to identify micro-moments for a new automotive client. Where do you start?

You’re surfing some of your social media sites and the exact same electronic music school advertisement from earlier in the day appears. Earlier, you clicked on the ad, but this time you don’t. What could have been done to be more relevant in that micro-moment?

Your manager asked you to give more consideration to a user’s location. What kind of signals would you look at?

You received some feedback that your team thinks you missed some vital micro-moments. What do you do to find the ones you missed?

You’ve been asked to explain to a new intern the things that you can test and things you can’t.
Which question would be least suitable to determine with a test?

You’ve defined your campaigns and want access to premium inventory, with exclusive access to publisher data/audience data.
Which deal type would best suit your requirements?

Peter sees in his team’s data that many of the people that converted were exposed to a display campaign they ran. So they concluded the display campaign was a success.
What did they forget to take into account?

All but one of the below roles would be great to have in place and help boost the programmatic capability of your team.
Which one is it?

You’ve been building a programmatic campaign and all teams just signed off on the brief.
What’s the next step in the process?

Sam wants to focus his advertising goals on lead generation based on users completing an inquiry form.
How can he use DoubleClick Search to do this?

Roger is in charge of marketing for Bean Coffee. He wants to build remarketing lists in DoubleClick Search based on all users who click on an ad when they search for “craft coffee.”
How does he use labels to accomplish this?

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?