Phrase match
Broad match
Exact match
Negative match
Google Ads
A digital marketing manager has upgraded their keywords to broad match. Whichbehavior should they build into their regular cadence of optimization to guide machine learning?
Dismiss recommendations to add relevant new keywords.
Create additional phrase and exact match keywords to improve reach.
Add Customer Match lists with data older than 90 days.
Remove negative keywords that may block relevant traffic.
What efforts should digital leaders prioritize in order to support Google’s AI?
Build highly specified silos within their organization to allow for specialization and multiple budget owners.
Build capabilities in key areas such as high-quality data and a skilled workforce.
Create firm budget processes to solidify digital marketing as an organization’s cost center.
Coach teams to avoid experimentation in order to eliminate risk and keep performance stable year-over-year.
Which of the following is regarded as a best practice for creating a campaignexperiment?
Focus each test on one variable at a time and use different tests to assess the effects of more than one change.
After an experiment has ended, examine performance over a timeframe that includes a ramp-up period.
Select two or three metrics to assess campaign performance and determine the winner of a test.
Use a different approval process for new ads during experiments so that experiments can be conducted more expeditiously
What are Responsive Search Ads good for?
They limit a marketer’s ability to compete in more auctions and match to more queries.
They manually select the best combination of headlines and assets based on their review of data.
They are a time-saver that allow for the creation of one ad with a number of headline and description assets.
They cater to different device sizes, allowing advertisers a wider reach in regards to potential customers.
Which of these tools can equip marketers to drive higher performance in a value-basedbidding strategy?
Target simulators
Diagnostic insights
Keyword planner
Ad strength rating
A digital marketer has chosen to upgrade their Smart Bidding strategy by incorporatingvalue-based bidding. Which two Google Ads tools should they routinely use?
Keyword planner
Bid strategy report
Performance Planner
Ad strength rating
What’s the use in running a true A/B test with experiments?
By letting marketers know whether or not a trial campaign drove user action that wouldn’t have otherwise taken place, it gives marketers a fuller understanding of user behavior.
By running simultaneous to an original campaign, a trial campaign controls for external factors, like seasonality, that might otherwise introduce bias.
By running individual campaigns one-after-another, an A/B test gives room for enough of a ramp-down period between tests that results can be decluttered.
By testing more than one variable at a time, an A/B test provides advertisers with information they can use to quickly adjust their campaigns.
You’re a digital marketing manager for a large children’s clothing retailer that maintainsa flexible budget for all campaigns. What best practice should you follow to see the best results from your budgeting flexibility?
Creating a different budget for campaign experiments and unanticipated market changes
Capping budgets at the average daily spend as a means of curbing unneeded spending during seasonal periods
Changing performance targets monthly or quarterly as needed to optimize AI-driven solutions
Utilizing shared budgets and portfolio bid strategies to get the most out of AI on a flexibile budget
An organization hoping to grow its online sales is testing out different campaignoptimizations intended to connect them to more potential customers. What value do these experiments have for organization?
They allow for the measurement of changes on campaigns and permit marketers to easily revert back to original campaigns, if needed.
They guarantee results that are statistically significant by randomly choosing how much Search traffic will be diverted to an experiment.
They let marketers test Google Ads campaigns’ effectiveness against that of traditional media campaigns like TV or print ads.
They can help the organization figure out whether proposed changes can help them achieve their intended marketing objective.