It lets leaders spot low performers more easily.
It fosters competition across the organization.
It encourages teams to break down silos and identify solutions quickly.
It helps teams test more than one business objective at the same time.
Google Ads AI-powered Performance Certification
What role do negative keywords play in a AI-powered Search strategy?
They let marketers identify additional searches that customers might be using to locate a business.
They make it harder for customers to leave negative reviews about a business.
They allow marketers to limit the terms that competitors are able to bid on at auction,
They prohibit otherwise qualifying queries from triggering ads for an irrelevant search
A digital marketing manager has chosen to upgrade keywords to broad match. Which ofthese behaviors should they incorporate into their routine optimization cadence in order to guide machine learning?
Add more phrase and exact match keywords to improve reach.
Eliminate negative keywords that could block relevant traffic.
Ignore suggestions to add relevant new keywords.
Add Customer Match lists with data that is more than 90 days old
In traditional marketing organizations, how is budgeting usually handled?
With fixed annual budgets that don’t adjust according to demand
With quarterly budgets that don’t need prior approval to be increased
With budgets that aren’t set for a time period or initiative
With budgets that adjust to the price of stock
Which Smart Bidding strategy would you utilize to optimize for value?
Maximize clicks
Target ROAS
Maximize conversions
Target Impression Share
What’s a best practice to follow when designing an experiment to test Performance Maxcampaigns?
Create a new CPA or ROAS goal for Performance Max campaigns to achieve.
Keep Performance Max budget limited to 10% of other campaigns’ budgets.
Optimize Performance Max to a comparable CPA or ROAS target to other campaigns.
Run the Performance Max experiment for one to two weeks before evaluating results.
What’s the benefit of running a true A/B test with campaign experiments?
By testing multiple variables at a time, an A/B test gives advertisers information they can use to adjust their campaigns quickly based on insights.
By revealing whether their trial campaign drove user action that wouldn’t have taken place otherwise, an A/B test gives insights into user behavior.
By running a single campaign at a time, an A/B test allows for a true ramp-down period between each testing period so that results can be decluttered.
By running concurrently with an original campaign, a trial campaign controls for external factors, like seasonality, that might otherwise bias results.
A digital marketing manager working with a national insurance provider hopes to support AI using first-party data. Before they can start using the data, what question do they need to answer?
Is there a way our data collection policies can be modified to encourage customers to share as much as possible?
What are the data storage capabilities for each marketing team member’s organizational device?
How can we start to use this data as quickly as we can, even at the expense of alignment with other teams?
Are we aligned with local regulations on data collection and user privacy to ensure we are properly using first-party data?
Which metric is used for value measurement?
Page depth
Time spent on site
Cost-per-click
Cart size
A chain of regional bookstores is looking to drive more value from their Google Adscampaigns by creating a value-based bidding strategy for the first time. Which best practice should they follow first in order to get started?
Begin with a strong measurement and attribution strategy based on their goals.
Enable a volume-based Smart Bidding strategy in all campaigns.
Create a value-based Smart Bidding strategy in their top two campaigns.
Build a large list of negative keywords to tailor traffic and eliminate uninterested consumers.