DoubleClick Search Basics Assessment Answers - Category

Doubleclick Search Basics Assessment Answers, learn the basics of DoubleClick Search and how to set up your first campaign. Take all the courses, pass the Assessment, and earn an Achievement to display on your profile.

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What KPI and target metric should you select to get the most clicks possible within your $5,000 budget?

Actions, Monthly spend
Clicks, Return on advertising spend (ROAS)
Actions, Cost-per-action (CPA)
Clicks, Monthly spend

 

Asa is ready to get started using DoubleClick Search to set up his first search campaign. What are the correct steps and order he needs to perform them in?

Create advertiser; create engine account; create campaign; create ad groups; create ads and keywords
Create ad groups; create campaign; create advertiser
Create ads; create keywords; create engine account; create campaign
Create engine account; create keywords; create ads; create campaign

 

Bid strategies can find the most opportunities under which condition?

A large portfolio that focuses on a single device
A very focused portfolio that is not very complex
A small portfolio with very clear goals
A large portfolio with many trade-offs and opportunities

 

What are the advantages of using DoubleClick Search to manage a large and complex campaign?

Exclusive access to Google search advertising
Centralized management and reporting with automated bid strategies
Reduced cost
The capability of running promotions on one engine at a time

 

Miranda is running a search campaign on multiple engines. The campaign includes over a thousand keywords and frequently runs seasonal promotions. What can she do to simplify her tasks while still meeting her goals?

Use a search engine management platform
Take advantage of search engine optimization
Reduce the number of keywords in the campaign
Run promotions annually, instead of seasonally

 

What is a benefit of using executive reporting?

Cross-advertiser metrics displayed in terms of high-level concepts and colorful charts for easy presentation
Charts and tables that show metrics for attributes like ad copy
Full reporting on performance and conversion statistics in one dashboard
Reporting tools available exclusively for executive-level users

 

What information can a Floodlight tag track using custom variables?

Promo codes
IP addresses
Email addresses
Customer’s full name

 

Sarah creates a Floodlight activity group to track the number of hits on her advertiser’s home page. If she also wanted to track customer purchases, what does she need to do?

Add another transaction tag to the activity groupv
Ensure the activity group uses a custom variable
Create a separate activity group and a transaction tag in it
Add a “Transaction – Items Purchased” tag to the group

 

What is search engine marketing?

When a system requires you to work with an expert in search engine optimization
When an advertiser runs ads that show up alongside natural search results on a search engine
When search engines attempt to increase their market share
When an advertiser makes improvements to their own website, so that it ranks higher in natural search results

 

You’re running a search campaign to promote a product for senior citizens. You choose to exclude keywords such as “teenagers” and “kids.” What type of keywords are these?

Prohibited
Negative
Avoidance
Exclusionary

 

What would you do first to report on data for your “thank you page” Floodlight activity?

Add an attribution model
Create a Floodlight activity group
Create a Floodlight activity column
Enable support for Google Analytics

 

You’re looking to examine performance by device type to compare conversions between desktop, mobile, and tablet. How would you view this information in the performance dashboard?

Segment data by device type
Tag your site with a device specific floodlight tag
Change the date range to focus on dates that tablet users would be most active
Select the engine accounts tab and examine search engines used by mobile users

 

What goal does a bid strategy use to optimize your bids?

Your ad copy
Your key performance indicator
Your budget pacing metrics
Your search terms data

 

Fareena’s Flowers wants customers clicking their ad on mobile to call their order hotline instead of opening their website. What type of ad do you need to create?

Smartphone ad
Call-only ad
Text ad
Search ad

 

Your client wants to track conversions based on the number of sales. What type of Floodlight tag should you use to track this?

Custom variable
Cross-channel
Action
Transaction

 

How is a search ad’s ranking determined?

The number of years the advertiser has been in business
The advertiser’s bid only
The advertiser’s bid and relevance to the search results
The advertiser’s history of advertising on the search engine

 

 

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