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When setting up a Search Network campaign for a client, you want her ad to get as to many clicks as possible within her budget. Which bid strategy should you use to achieve this goal?

September 6, 2017 By CertificationAnswers

When setting up a Search Network campaign for a client, you want her ad to get as to many clicks as possible within her budget. Which bid strategy should you use to achieve this goal?

A) Cost-per-thousand impressions (CPM)

B) Cost-per-acquisition (CPA)

C) Maximize Clicks

D) Manual cost-per-click (CPC)

Explanation:

Source

Maximize clicks is an automated bid strategy that sets your bids to help get as many clicks as possible within your budget. This article explains how the automated Maximize clicks bid strategy works and what its settings are.

Before you begin

If you don’t yet know what type of automated bid strategy is right for you, read about automated bid strategies first.

Note: Automatic bidding is now Maximize clicks

Since the bid strategy known as “automatic bidding” is just one of many ways to automate your bids in AdWords, we’re giving this strategy a more descriptive name: Maximize clicks. A Maximize clicks bid strategy works the same way as automatic bidding, with the additional option of being set up as a portfolio bid strategy. Learn more about portfolio bid strategies

How it works

AdWords focuses on increasing clicks for any set of keywords, ad groups, or campaigns while spending a target amount. If you don’t specify a target spend amount, AdWords will attempt to use the remaining daily budget of any campaigns using this bid strategy.

You can set up custom ad scheduling to show your ads on certain days or during specific times, and use the “maximize clicks” strategy to focus on increasing clicks during those days and times.

You can use Maximize clicks for a single campaign, or you can set it up as a portfolio strategy. Portfolio strategies group together multiple campaigns, ad groups, and keywords into a single strategy. Learn more

Settings

Maximum CPC bid limit

You can set a cap on bids for any keywords, ad groups, or campaigns when using a portfolio Maximize clicks bid strategy. It lets you control the maximum amount you’re willing to pay for each click. If you don’t enter a maximum CPC bid limit, AdWords adjusts your bids to try to get you as many clicks as possible while spending your target spend amount.

Target spend

This is the amount you’re willing to spend each day on all of the keywords, ad groups, and campaigns that use a specific bid strategy. AdWords will try to stay within your target spend, but may spend more or less depending on your remaining budget and fluctuations in click costs. It’s distributed across any keywords, ad groups, and campaigns that share the strategy, which could span multiple campaign daily budgets.

If you don’t enter a target spend amount, AdWords attempts to meet your bid automation goals while staying within your daily budget (or budgets, if you’ve applied your strategy to keywords, ad groups, or campaigns that use multiple budgets).

Even if you set a target spend that’s higher than your daily budget, your total spend for each campaign will be capped by its daily budget as usual (subject to standard overdelivery).

Example

Let’s say you have a $100 daily budget. You’re using manual bidding to manage some of your keywords, but using the “Maximize clicks” bid strategy to manage the rest. If you don’t set a target spend amount, AdWords will first spend whatever amount is required by your manually managed keywords. Then it will try to get as many clicks as possible while spending whatever is remaining from your $100 budget.

In other words, the amount of budget that’s consumed by this bid strategy, whether you’ve set a certain target spend or not, always yields to any other bidding. Let’s use the example of a $100 daily campaign budget again. Say you have a campaign that includes both manual bidding and a flexible bid strategy with a target spend of $50. If the manual bidding keywords would typically spend $80, the effective target spend will be limited to $20 (although you’ll still see the target spend set at $50 in your account).

Best practices

Use bid adjustments

Set bid adjustments to increase or decrease your bids when your ad is competing to appear on mobile devices and in specific locations. Bid adjustments can give you more control over when and where your ad appears.

Schedule your ads

Set up custom ad scheduling to show your ads on certain days or during specific times, and use your Maximize clicks strategy during those days and times.

Adjust your keyword bids

If you’d like to have more control over your bids, you may be interested in learning how to set CPC bids for individual keywords or placements.

https://www.youtube.com/watch?v=pS9vOz_SXW4

Advertising on TV, print, and radio typically requires a predetermined budget. What key difference with online advertising campaigns allow advertisers to invest with more flexibility?

September 6, 2017 By CertificationAnswers

Advertising on TV, print, and radio typically requires a predetermined budget. What key difference with online advertising campaigns allow advertisers to invest with more flexibility?

A) AdWords budgets can only be set once annually and require a fixed commitment

B) Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive

C) Online campaigns generate clicks, whereas other channels generate exposure

D) Budgets cannot be applied to online campaigns due to constant changes in traffic

https://www.youtube.com/watch?v=-WQiiw7Cp6A

Which report helps identify which browsers may have had problems with your website?

September 1, 2017 By CertificationAnswers

Which report helps identify which browsers may have had problems with your website?

The new vs Returning report

The active Users report

The Source/Medium report

The Browser & OS report

Explanation:

If conversion rates are lower than average for particular browsers or platforms, browse the site with those browsers and platforms. Pay particularly close attention to landing pages, checkout forms and any pages that users must navigate in order to convert. Correct any usability issues you find with these pages.

Compare your conversion rates by Browser, Operating System, Screen Resolution, Screen Colors, and other technology dimensions. If the conversion rates are lower for any technology or platform, you may have identified a design problem that, once fixed, will help you make money.

Investigation

Navigate to Audience > Technology > Browser & OS.
Select Goal Set or Ecommerce (under the Explorer tab, upper left of report).
Select the Data view (at top right of table) if not already selected.
Look for low and lower than usual Conversion Rates for your individual micro goals (or the Ecommerce Conversion Rate on the Ecommerce tab).

Repeat this investigation for each of the following dimensions: Operating System, Screen Resolution, Screen Colors, Flash Version, and Java Support. (Select each of these as a primary dimension above the table.)

Action

Which of these represents the hierarchical structure of a Google Analytics account?

August 31, 2017 By CertificationAnswers

Which of these represents the hierarchical structure of a Google Analytics account?

View > Account > Property

Account > View > Property

Account > Property > View

Property > Account > View

Explanation:

Accounts

An account is your access point for Analytics, and the top-most level of organization.

You need at least one account so you can have access to Analytics, and so you can identify the properties you want to track. How you manage the relationship between accounts and properties is up to you. You can use a one-to-one relationship of one account/one property, or you can use a one-to-many relationship of one account/many properties. You can have multiple Analytics accounts. If you do not have an account, sign up for one at www.google.com/analytics.

Properties

A property is a website, mobile application, or device (e.g. a kiosk or point-of-sale device.) An account can contain one or more properties.

Within an Analytics account, you add the properties from which you want to collect data. When you add a property to an account, Analytics generates the tracking code that you use to collect data from that property. The tracking code contains a unique ID that identifies the data from that property, and makes it easily identifiable in your reports. Analytics also creates one unfiltered view for each property you add.

Learn more about adding properties to your Analytics account.

Views

A view is your access point for reports; a defined view of data from a property. You give users access to a view so they can see the reports based on that view’s data. A property can contain one or more views.

For example, within a property you might have:

one view of all the data for www.example.com
one view of only AdWords traffic to www.example.com
one view of only traffic to a subdomain like www.sales.example.com

When you add a property to an account, Analytics creates the first view for that property. That first view has no filters, and so includes all the data for that property. You should leave this original view unfiltered, so that you always have a view in which you can see all the data. You can create additional views and apply filters to them so that they each include the specific subset of data in which you’re interested.

Once you create a view, the reports for that view will show data from the creation date of the view forward. For example, if you create a view on June 1, that view will show data from June 1 forward, but will not show any data collected prior to June 1.

If you delete a view, that specific perspective of the data is gone forever. Don’t delete a view if you think you might ever want to report on that particular perspective of the data.

Learn more about adding views to your Analytics properties.

Users and permissions

You add users to an Analytics account. You can add those users at the account, property, or view level; and you can restrict their access at each level. When you add a user, you identify that person by an email address that is registered in Google accounts, and you assign the appropriate permissions. Depending on the permissions you assign, that user can manage other users, perform administrative tasks like creating additional views and filters, and see the report data.

Custom Reports will NOT let you do what?

August 31, 2017 By CertificationAnswers

Custom Reports will NOT let you do what?

Use multiple dimensions together in the same report

Create a report with Custom Metrics

Pair metrics and dimensions of different scopes

Use a Custom Dimension as a primary dimension

Explanation:

Pairing metrics and dimensions of different scopes is not possible in any report.

Which of these is a scope for Custom Metrics?

August 31, 2017 By CertificationAnswers

Which of these is a scope for Custom Metrics?

Session

Event

Hit

User

Explanation:

Similar to custom dimensions, custom metrics can have different scopes. Hit-level custom metrics get associated with all the hit level dimensions with which it was sent. Similarly, product-level custom metrics are associated only with the product with which it was sent. The following examples illustrate these two types of custom metrics.

Scope determines which hits will be associated with a particular custom dimension value. There are four levels of scope: product, hit, session, and user:

Product – value is applied to the product for which it has been set (Enhanced Ecommerce only).
Hit – value is applied to the single hit for which it has been set.
Session – value is applied to all hits in a single session.
User – value is applied to all hits in current and future sessions, until value changes or custom dimension is made inactive.

Product-level scope

When a custom dimension has product-level scope, the value is only applied to the product with which the value is set. Because multiple products can be sent in a single hit, multiple product-level scoped custom dimensions can be sent in a single hit.

Hit-level scope

When a custom dimension has hit-level scope, the value is only applied to the hit with which the value was set. This is demonstrated in Figure A, Figure B, and Figure C below:

Figure A: User sends two hits (H1, H2). H2 has a CD1 value of A. That value is only applied to H2.

Figure B: User sends a third hit (H3). H3 has no CD value.

Figure C: User sends a fourth hit (H4). H4 has a CD1 value of B. That value is only applied to H4.

Session-level scope

When two values with session scope are set at the same index in a session, the last value set gets precedence and is applied to all hits in that session. In Figure D below, the latest value set overwrites any previous values for that index:

Figure A: User sends a hit (H1) with no CD value.

Figure B: In the same session, user sends a second hit (H2) with CD1 value set to A. Session scope causes value A to also be applied to H1.

Figure C: User sends a third hit (H3). Although no CD1 value is sent with H3, session scope causes value A to be automatically applied to H3.

Figure D: User sends a fourth hit (H4) with a new CD1 value B. Session-scope applies value B to all the hits in the session, overwriting value A in the previous hits.

User-level scope

Lastly, if two user-scoped custom dimension values are set within the same session, the last value set gets precedence for the current session, and is applied to future sessions for that user.

In Figure B below, CD value A is applied to all hits in session 2, just like a session-level CD. However in Figure C, unlike with session-level scope, the CD value A continues to be applied to hits in the third session due to CD1 having user-level scope:

Figure A: User shas a session with three hits (H1, H2, H3). No CD values are set.

Figure B: The same user returns and has another session, with three more hits. CD1 value is set to A on H3. CD1 value is then applied to all hits in session.

Figure C: User returns for a third session with three more hits. CD1’s user-level scope causes value A to be applied to all hits in session 3.

https://www.youtube.com/watch?v=papRR_s4Pio