Product and brand consideration
Local store visits and promotions
Website traffic
Brand awareness and reach
What is the value of running a true A/B test with campaign experiments?
A/B tests can help marketers understand if their trial campaign drove user action that wouldn’t have occurred otherwise.
In an A/B test, trial campaigns run at the same time as the original campaign, controlling for external factors (e.g. seasonality) that may otherwise bias results.
An A/B test runs one campaign at a time, allowing a true ramp-down period between each testing timeframe to declutter results.
An A/B test is designed to test multiple variables at one time, allowing advertisers to learn and quickly adjust their campaigns based on findings.
What’s a common budget strategy in traditional marketing organizations?
Fully flexible budgets based on stock price performance
No set budget for a time period or initiative
Fixed annual budgets that do not change even if demand fluctuates throughout the year
Quarterly budgets that do not need approval to increase
A pet food store chain hopes it can increase the value of its Google Ads campaign bycreating its first value-based bidding strategy. What should it do first?
Develop a value-based Smart Bidding strategy in the store’s top two campaigns.
Develop a strong, goal-based measurement and attribution strategy
Develop a volume-based Smart Bidding strategy across all campaigns
Develop a big list of negative keywords to prevent traffic from uninterested customers
When developing an experiment intended to test Performance Max campaigns, whichbest practice should be followed?
Setting the Performance Max CPA or ROAS target to a level comparable to other campaigns
Running the Performance Max experiment 1-2 weeks before evaluating results
Setting an altogether new CPA or ROAS goal for Performance Campaigns Limiting
the Performance Max budget to 10% of other campaigns’ budgets
What value is gained by utilizing broad match keywords?
Broad match keywords let marketers exercise more control over the specific search terms to which particular ads line up, and they allow for volume to be limited.
Broad match keywords can help marketers maximize their reach to customers who are seeking out their offerings without having to spend time adding new keywords.
Broad match keywords are necessary to guarantee high performance — they must be included alongside exact match and phrase match keywords.
Broad match keywords guarantee that a keyword’s core concept remains in the search term while achieving comparable volume to exact match keywords.
If you’re leading a marketing team and your team’s goal is to support Google’s AI, whichof these steps should you prioritize?
The creation of highly specified silos within the organization that allow for specialization and multiple budget owners.
The encouragement of teams to avoid experimentation in order to eliminate risk and help ensure stable levels of performance year-after-year.
The establishment of budget processes that define digital marketing as a cost center for the organization.
The development of capabilities in key areas like high-quality data and a skilled workforce as a means of complementing AI’s benefits.
Which of these AI-powered solutions provides the most channel and inventory coverageof any Google Ads campaign?
App campaigns
Video campaigns
Performance Max campaigns
Search campaigns
Which of these is a strong example of a business objective that needs to be identifiedwhen adopting an AI-powered solution?
Profit
Cost-per-click
Cost of goods sold
Marketing spend
In what two ways does the insights page help a markterer make their workflows forperformance evaluation simpler? (Choose two.)
By pausing campaigns automatically if they have low ad strength or a limited budget
By providing the reasons for inconsistent performance across campaigns
By providing ad performance data from competitors that can be useful for marketers looking to to make adjustments to their own business
By identifying the drivers of a particular campaign’s week-on-week and month-on-month performance