● Continue to optimize campaigns using channel-specific KPIs, focusing on improving CTR and lowering CPMs. Implement A/B testing on ad creative for each channel independently.
● Utilize KPIs that align with the ROI (like sales or leads) and shift focus to attribution-based cross-channel conversion measurement for optimization.
● Implement a Marketing Mix Model, focusing on historical data and business outcomes. Supplement this with ongoing A/B tests and incrementality experiments using Google’s solutions.
● Develop a dashboard that aggregates channel-specific KPIs, create quarterly performance reports, and conduct a brand lift study once per year.
Google Ads
Which of the following is the first step in setting up conversion tracking?
● Set up a conversion action in Google Ads to measure what you consider to be valuable consumer actions.
● Modify the tag for your website or app after requesting it from your web administrator.
● Request a snippet of code from your web administrator and add it to your website for everyone you want to track.
● Add a conversion tracking tag to your website or app after modifying it in Google Ads.
A marketer advertises in many markets around the world, including Germany and France. They’ve startedrunning YouTube and Search campaigns with Google, and they measure online conversions. Which actionshould this marketer take to preserve their conversion tracking after regulatory changes such as theDigital Markets Act?
● Remove the Google tag and send conversion data to Google server-side via API or offline uploads to remove third-party cookie reliance completely.
● Remove the Google tag from all landing pages and evaluate campaigns based on clicks only to remove third-party cookie reliance completely.
● Implement the Google tag on select landing pages and switch all campaigns to manual bidding strategies to remove third-party cookie reliance completely.
● Implement the Google tag site wide, unlocking privacy solutions like Enhanced conversions, consent mode, and the Attribution Reporting API.
Your client is interested in comparing the performance of YouTube campaigns against that of video campaigns across other publishers and media channels. Which two metrics should your client use to get a comparable view of their performance? Select two.
● Reach
● Engaged-view conversions
● Frequency
● Brand Lift for YouTube
Which of the following describes the number of times a unique user will see an ad over a given timeperiod?
● Impression
● Engagement rate
● Reach
● Frequency
How are incrementality experiments different from A/B experiments?
● They do not require a holdback group to determine which version of an ad performs better.
● They determine the impact of ads on a consumer’s decision to convert or not.
● They measure the relative effectiveness of different versions of a marketing campaign.
● They typically require a smaller sample size and less sophisticated statistical analysis.
An advertiser relies heavily on incrementality to measure offline and online media and is consideringadopting a Marketing Mix Model for the first time. The director of analytics is considering both third-partyand in-house solutions. They have a budget to run a third-party Marketing Mix Model (MMM) and a robustdata science team who could build an in-house model. They spend the majority of their media budget ondigital and prioritize measurement solutions that are digital-savvy. In what two ways would Meridian,Google’s open-source MMM solution, be a good fit for this advertiser? Select two answers.
● Meridian helps advertisers evaluate all media, but especially digital, with more accuracy and actionability.
● The advertiser has allocated funds to run an MMM through a third-party vendor.
● Meridian is a replacement for the advertiser’s own multitouch attribution and incrementality testing.
● The advertiser has in-house data science expertise to build and maintain Meridian.
You’re running a campaign and want to assess the ROI. Which conversion column within a given reportwould show you the ROI for a campaign?
● Cost per conversion
● Conversion value
● Conversion value/cost
● Conversion rate
You want to see how your users coming from a paid search campaign are progressing through a specificset of steps on your site, such as a checkout process. Which exploration technique lets you visualize thesteps users take toward a task or key event and see how well they’re succeeding or failing at each step?
● Segment overlap
● Free form
● Funnel exploration
● Cohort explorations
You’ve been discussing the importance of a first-party data strategy with your client, but they’requestioning why they need to make that adjustment when their internal systems rely on third-party dataand cookies. How would you explain to your client the benefit of using their own first-party data?
● Although third-party cookies provide the most durable solution for measuring conversions, adding your first-party data can help you to enrich your campaigns and deliver more relevant ads to your consumers.
● First-party data is information you collect directly from your consumer with consent. With regulatory and technology changes, first-party data is the durable foundation that allows you to maximize your campaign performance.
● With first-party data, you can improve your advertising performance by showing more relevant ads to your users and gain revenue by selling your user information to other companies.
● First-party data allows you to completely bypass data privacy regulations in all regions. Because this data is collected from users directly by you, there are no legal restrictions on how you can use it for advertising.