DM Exams

Answers to Digital Marketing Exams

Google Ads

A family-run bakery has always relied on word-of-mouth marketing, but they want to try aVideo campaign to attract larger business contracts. They feel that a campaign with theleads campaign goal is best suited to achieve this marketing objective. What other actionshould the family take to make sure their campaign meets their marketing objective?

· ·

● Cross-check their ad schedule against their business hours to make sure they’re
available for calls.
● Promote their YouTube videos on their social media channels to drive more traffic.
● Have at least 10 different ad creatives to run simultaneously.
● Offer a free dessert for every new business contract signed during the Video
campaign.

A business owner wants to measure the unique reach and frequency in their awarenessVideo campaign.What insight will they glean?

· ·

● They’ll see how many ads served to how people and how many times, across
devices and formats.
● They’ll measure lift and ad recall metrics, which are closer to marketing goals than traditional metrics like clicks and impressions.
● They’ll get to see the terms people were searching for when seeing their ads.
● They’ll evaluate media efficiency by measuring the share of impressions the user
may have a chance to see.

If the marketing manager of a catering company is focusing on driving as many orders aspossible on a weekly basis with a Video action campaign, which of the following creativeimplementations should they use?

· ·

● Use “Sign up to our newsletter” as the primary call-to-action.
● Address the viewer’s desire for food in the first five to 10 seconds of the video.
● Explain the company’s background during the first half of the video.
● Add as much diverse imagery and language as possible throughout the ad to hold the viewer’s attention

To drive online donations to their website, the marketing team for a wildlifeconservation group is creating a Video action campaign.What actions should they take to achieve their goal?

· ·

● They should test multiple variants of their ads, and make sure they’re at least
10 seconds long.
● They should test multiple variants of their ads, and make sure they’re less than 10
seconds long.
● They should use only one version of their ad, and make sure it’s less than 10
seconds long.
● They should us only one version of their ad, and make sure it’s at least 10 seconds long.

A toy company wants to build awareness and recall for their brand using a new Google Videocampaign.What will the Google Video campaign let the company do?

· ·

● It will let the toy company surface comparisons to potential customers in similar businesses.
● It will let the toy company reach potential customers and keep the brand top of mind.
● It will let the toy company influence potential customers in opinion-shaping moments.
● It will let the toy company reach potential customers in decision-making moments.

With the goal of driving awareness for a new product from their company, a business ownerconsiders inflating their target cost-per-thousand impressions (tCPM) bid in their GoogleVideo campaign.What may be the unwanted result of inflating the tCPM bid for this new campaign?

· ·

● Inflation might result in the targeting of irrelevant demographics and placements.
● Inflation might cause too many impressions of the same ads to serve to the same
users.
● Inflation might result in the budget depleting faster without increasing unique
reach.
● Inflation might prevent other campaigns in the account from running for the entirety of
their ad schedules

Hit the ground running with a minimalist look. Learn More