Video for Brand Basics Assesment  Answers – Academy for Ads, learn the basics of how Google’s video solutions can help you achieve brand marketing objectives. Take all the courses, pass the Assessment, and earn an Achievement to display on your profile.

 

 

 

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If the primary goal for your video campaign is influencing consideration, what are the KPIs you’d look at?

• View-through rate, watch time, favorability lift, consideration lift, and brand interest lift
• Views, impressions, unique users, awareness lift, and ad recall lift
• Clicks, calls, and sign-ups
• Sales and purchase intent lift

 

You want to increase awareness among 18- to 34-year-old men.

Which of these Brand Lift metrics would you use to see if your campaign is effective?

Sales lift

Brand awareness

Brand interest

Brand favorability

 

You work for an advertiser or agency with an upfront deal. What is the best way to reserve Google Preferred inventory?

• YouTube
• AdWords
• Through a third-party provider
• Through a Google representative

 

Your agency is looking to achieve maximum reach and lift for your video campaign? Which Google products can you use?

• YouTube Masthead and text ads
• TrueView and Google Preferred
• Brand Lift and TrueView
• Google Consumer Surveys and Google Preferred

What does the Google Preferred Preference Score look at to measure popularity and passion?

• Likes and shares
• Reach and frequency
• GRPs
• User watchtime and audience engagement

Your manager wants to know how Google can help your brand determine how your campaign affected the organic search query volume for related keywords on Google.com and YouTube.com.

Which Brand Lift metric can measure that?

• Brand awareness
• Ad recall
• Brand interest
• Brand consideration

What is Google’s programmatic buying platform?

• AdWords
• Google Analytics
• DoubleClick Bid Manager
• YouTube

 

What Google measurement solution uncovers things like how your campaign affected consumer research, interest, product consideration, and opinion development?

• Unique Reach
• Google Analytics
• Google Consumer Surveys
• Brand Lift

 

What is a key difference between reservation buying and auction buying?

• Reservation buying means pre-packaged lineups, while auction buying is for individual impressions.
• Reservation buying is done programmatically, while auction buying is done manually.
• Reservation buying is done manually, while auction buying is done through a Google representative.
• Reservation buying includes hard-to-sell inventory, while auction buying does not.

Your agency is looking to run a video campaign that has flexible pricing, real-time optimization, and an ad format that allows users to opt out of watching.

Where can you implement this campaign?

• AdWords and DoubleClick Bid Manager
• AdWords only
• DoubleClick Bid Manager only
• YouTube

Google helps marketers connect with people using what three kinds of data?

• Declared, matched, and demographic
• Declared, social, and offline
• Demographic, purchase intent, and declared
• Passion, purchase intent, and personalization

On mobile alone, what platform reaches more 18- to 49-year-olds than any broadcast or cable TV network?

• Google+
• Gmail
• YouTube
• Google Maps

These people are redefining what it means to be a celebrity by being approachable, conversational, and authentic to millions of dedicated followers. They can activate millions of fans with a click of the “publish” button — and some are sharing the spotlight with brands.

• Brands
• Fans
• Creators
• Networks

What video ad solution can you use to drive visits to your mobile app and increase conversions?

• TrueView for mobile app installs campaign
• TrueView for shopping campaign
• Bumper ads
• Mastheads

Viewability is a measure of whether or not an ad had a chance to be seen by a user.

What is Google’s solution for measuring viewability across the web and is accredited by the Media Ratings Council?

• Active View
• Viewable Lift
• Active Lift
• View Tracker

TrueView video ads can be especially effective for driving what goals?

• Awareness and consideration
• Action and awareness
• Consideration and action
• Only awareness

What does digital media offer that TV advertising does not?

• Upfront deals
• Real-time optimization
• Demographic targeting
• Reach

Your agency wants to run an ad campaign that reaches audiences that are hard to find on TV, impacts customers with engaging formats, and allows your team to measure and optimize their campaigns in near real time.

Where can you advertise to accomplish all three of these objectives?

• Your local newspaper
• Radio
• TV
• YouTube

Your manager wants to know how Google can help your brand get in front of mobile users. What might you say?

• Google does not provide cross-device targeting at this time.
• Mobile is a behavior and not a technology. The Google Network has massive reach and enables brands to easily tap into these behaviors in real time.
• TV is the way to go. On mobile alone, TV reaches more 18- to 49-year-olds than YouTube.
• Google doesn’t have the mobile ad formats across search, display, and video to persuade our customers.

 

Cards are a great way to increase engagement with your video ad or brand.

Where do you create cards?

• Bumper ads
• AdWords
• YouTube
• Google Preferred

What’s the first step when determining the right video solution for your campaign?

• Find the KPIs that measure your goal
• Determine your campaign goals
• Choose the video solution that drives that goal
• Optimize your campaign

 

You’re an agency that needs to know the technical specifications to build and implement your upcoming video campaign.

Where can you go to find out how each ad format works, creative submission timelines, technical specifications, reporting, and third-party tracking capabilities?

In the Google Display Specifications site

Through a Google representative

Through the third-party request form

In the AdWords Help Center

If the primary goal for your video campaign is building awareness, what are the KPIs you’d look at?

• View-through rate, watch time, favorability lift, consideration lift, and brand interest lift
• Views, impressions, unique users, awareness lift, and ad recall lift
• Clicks, calls, and sign-ups
• Sales and purchase intent lift

Your manager wants to know how Google can help your brand measure how much more your consumers align with the brand identity after exposure to it — what’s the brand equity impact?

Which Brand Lift metric can measure that?

• Brand awareness
• Brand favorability
• Brand interest
• Brand consideration

Your agency has specialized in running TV ad campaigns, but now you’re expanding into the thriving digital video market.

Which YouTube offering was designed with TV media buyers in mind?

• TrueView ads
• Brand Lift
• Google Preferred
• Mastheads ads

You want to plan YouTube media in terms of reach and frequency, talk in terms of GRPs and cost per points.

What Google measurement solution will you use?

• Brand Lift
• Google’s reach solutions
• Sales Lift
• Google Surveys

What can you use to connect with people based on their purchase intent?

• Custom affinity audiences
• Similar audiences
• Google’s in-market audiences
• Customer Match

 

What is Google Preferred?

• Google Preferred consists of among the top 50 percent most popular channels with highly engaged audiences, organized into easy-to-buy packages for advertisers.
• Google Preferred consists of the bottom five percent of remnant inventory on YouTube.
• Google Preferred consists of the bottom 50 percent of remnant inventory on YouTube.
• Google Preferred consists of among the top five percent most popular channels with highly engaged audiences, organized into easy-to-buy packages for advertisers.

Which ad format gives viewers the choice of whether or not to watch your ad, and helps drive brand consideration?

• Mastheads
• Bumper ads
• TrueView ads
• Google Preferred

What are the three components in the YouTube ecosystem?

• Brands, publishers, and advertisers
• Fans, creators, and advertisers
• Fans, publishers, and producers
• Creators, agencies, and publishers

Before running a campaign, you’d like to track aided and unaided awareness to understand how your customers perceive your brand.

What measurement tool can you use to uncover these data points?

• Google Surveys
• Brand Lift
• YouTube Analytics
• Google Analytics

Your agency wants to extend your reach by adding YouTube to your TV media spend.

What Google measurement solution can help you plan and measure reach and frequency?

• Brand Lift
• Sales Lift
• Google’s reach solutions
• Google Surveys

How can you reserve Google Preferred and Mastheads ads?

• In AdWords
• Through a Google representative
• With Brand Lift
• In YouTube

Your team is eager to advertise your brand on YouTube, but an associate doesn’t think it’s safe. “I read that users upload hours of video every minute. How can they ever keep up with that?” YouTube relies on its community to flag content that they find inappropriate.

How large is the community?

• A small team of folks at YouTube
• Hundreds
• Hundreds of thousands
• Hundreds of millions

You’re an agency that works with a Google Account Manager and runs third-party ad tags on your AdWords video campaigns.

How can you submit your own request for help with third-party implementation?

• Google Display Specifications site
• Traffic request form
• Third-party tags and pixels implementation request form
• You’re unable to do this on your own

How can you launch Google Preferred, Mastheads ads, video ads, and/or bumper ads?

• In AdWords
• In YouTube
• With Brand Lift
• Through a Google representative

 

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DoubleClick Ad Exchange Assessment Answers – Academy for Ads

Your bid has been filtered out of the auction due to publisher filtering. Why would this happen?

The bid was lower than the publisher’s required minimum CPM.
Your bid contained use of a vendor that a publisher has added to their exclusion list.
The creative itself contained a dangerous product.
The ad was not SSL-compliant.

 

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Ad Exchange initiates an open auction by sending you a request/callout with information for an available impression. What triggers Ad Exchange to do this?

Your bidding technology pings Ad Exchange with bidding information. Should there be any impressions available, Ad Exchange will initiate an auction.
Ad Exchange initiates an auction as soon as the buyer or the media agency inputs their creatives into their bidder’s interface, targeting desired inventory.
When a publisher makes impressions available, their sell-side platform pings Ad Exchange to request ad content. Once Ad Exchange has available bids, it initiates the auction.
When a user requests a web page, the empty ad slots (or ad tags) in the user’s browser send a request for ad content to the publisher’s sell-side platform (SSP), which pings Ad Exchange to initiate an auction.

 

What makes the Open Auction on Ad Exchange unique?

You can participate on the Open Auction via the Ad Exchange user interface.
There are no creative or platform policies in place on Ad Exchange, allowing for faster transaction turnaround times between buyers and sellers and no creative disapprovals or bid filtering.
A neutral force selects which advertiser will show for a given impression, and market demand sets the price of that impression, evaluated in real-time as a unique auction, providing buyers with the knowledge that their bids are not grouped together.
You can buy display inventory programmatically through the Open Auction via the Ad Exchange user interface, real-time bidding, or the Ad Exchange Buyer REST API.

Why do we have policies in place on Ad Exchange?

To ensure your ads are served on the right publisher site or app
Because other exchanges have policies and we need to keep up
Because disapproving your ads is fun
To maintain a healthy ecosystem where you, the buyer, are protected, publishers can offer inventory safely, and end users are served clean ads

 

You’re seeing a high bid response filtering rate and want to find out what’s causing it and fix it. Which tool in the Ad Exchange user interface can you use to get the reasons why your bids are being filtered?

Creative Explorer
RTB Graphs
RTB Breakout
Permissions

 

What is a Programmatic Guaranteed Deal?

It’s a many-to-many deal type between publishers and buyers in an open auction floor.
It’s a one-to-one deal between one publisher and one buyer where impressions and price are agreed upon and fixed.
It’s a one-to-many deal between one publisher and many buyers competing in a closed auction floor.
It’s a one-to-one deal between one publisher and one buyer where a fixed price is established for the impression.

 

What is a bid response?

A bid response is what Ad Exchange sends a buyer describing the impression being auctioned.
A bid response is what Ad Exchange sends a publisher notifying them that there are available buyers for the impression they are selling.
A bid response is what a buyer must build and send back to Ad Exchange that describes the campaign settings such as format type, audience, and content vertical.
A bid response is what a buyer must build and send back to Ad Exchange that describes the bid and includes an HTML snippet for the associated creative.

 

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?

Programmatic Guaranteed Deal
Open Auction
Private Auction
Preferred Deal

 

Which deal types are one-to-one, between one publisher and one buyer?

Preferred Deals and Private Auctions
Prefered Deals, Private Auctions, and Programmatic Guaranteed Deals
Programmatic Guaranteed Deals and Private Auctions
Preferred Deals and Programmatic Guranteed Deals

 

What happens after you receive a bid request from Ad Exchange?

You win the auction and your advertiser’s ad is served.
Nothing happens.
You’ll interpret and evaluate the bid request and submit a bid response with information describing your bid, including an HTML snippet for associated creative, buyer creative ID, and macros.
You send a response to the publisher’s SSP, containing information describing your bid, including an HTML snippet for associated creative, buyer creative ID, and macros.

 

What are the benefits to the end user of using interstitial ads?

Users are more engaged with these ads as they fit the form and function of nearly any publisher’s content, on any screen. This creates a better user experience which drives increased engagement rates.
Users tend to engage more with interstitial ads as they are larger-sized ads. They also allow for a more user-controlled experience as users can X-out or skip non-relevant ads.
Users experience a seamless ad experience with interstitial ads as they are integrated into the feed the user is scrolling through.
Users are more engaged after seeing these ads as they have the flexibility to be placed before, during, or after users have digested the app content.

 

Some non-family safe ad content is allowed to be run on Ad Exchange. How is this made possible?

Some publishers allow non-family safe content to be served and can override these policies for Preferred Deals or Programmatic Guaranteed Deals.
Some non-family safe ad content is borderline safe and can sometimes be approved by Ad Exchange.
Some advertisers find loopholes that allow them to run non-family safe content.
Some advertisers are just lucky.

 

What is a bid request?

A bid request is a signal sent by Ad Exchange to your bidder describing an impression being auctioned.
A bid request is a signal sent by Ad Exchange to your bidder describing publishers who have inventory available for bidding on.
A bid request is a signal sent by your bidder to Ad Exchange, containing bid information and an HTML snippet with a creative to compete in the auction.
A bid request is a signal sent by your bidder to Ad Exchange asking for information on available inventory to bid on.

 

What are the general types of policies on Ad Exchange?

Content creatives and general ad specifications
Content creatives, data and third-party serving, buyer participation, and behavioral
Data and third-party serving, buyer participation, and remarketing
Buyer participation, content creatives, behavioral, and user experience

 

You’ve just defined the audience you’d like to target with your next campaign, as well as which formats you’d like your ad to run on. Which tool in Ad Exchange allows you to input your criteria and find publishers with available inventory or packaged products matching your campaign settings?

Marketplace
RTB Breakout
Query Tool
RTB Graphs

 

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 get exclusive, advertiser-to-publisher relationship for programmatically purchasing inventory in brand-safe environments without any inventory guarantees
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

 

Which policy would you violate if your declared click-through URL leads to a landing page that can’t be crawled by Google?

Undeclared URL
Blank third-party ad serving creative
Site not crawlable
Restricted content

 

Who are the most common buyers on Ad Exchange?

Trading desks, DSPs, and ad networks
Trading desks, media planers, and sales executives
Media analysts, ad networks, and publishers
Publishers, media planners, and DSPs

 

What are trading desks and what part do they play as a buyer on Ad Exchange?

Trading desks use sophisticated targeting capabilities and optimization algorithms to help advertisers and agencies determine a value of an incoming impression and place a bid in order to win that impression.
Trading desks are companies that aggregate publisher ad space and sell it to advertisers who wish to advertise on that space.
Trading desks are divisions at agency holding companies that can execute exchange buys for the company’s media agencies within the same holding company.
Trading desks are companies that trade inventory with other trading desks.

 

What are native ads?

Native ads are skippable ads that appear on top of the app content and take up the whole screen.
Native ads are larger-sized ads which enable advertisers to create more engaging ads. Users can X-out or skip non-relevant ads, allowing for a more user-controlled experience.
Native ads are clearly attributed ads that fit the form and function of nearly any publisher’s content, on any screen, providing consumers with positive experiences across sites and apps.
Native ads are rich media ads that run in mobile apps and help you to engage your audience with impactful rich media mobile creatives.

 

What type of information is typically found in a bid request?

A bid request contains information about the advertiser’s creatives, e.g. the creative size, language, and content type.
A bid request contains information about the publisher auctioning an impression, such as their domain, content vertical, and geographic location.
A bid request contains information about the impression being auctioned such as the position of the ad, whether it will be viewed vertically or horizontally, the minimum CPM, Google user ID, or the mobile advertising ID.
A bid request contains information about the user requesting a webpage, e.g. their browser, Google User ID, their language, and demographic.

 

Which tool in the Ad Exchange user interface allows you to discover and strike deals with publishers that match your buying criteria?

RTB Graphs
Snippet status report
Query Tool
Marketplace

 

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