Certification Answers

Google Ads Creative Certification Assessment Answers 2024

Google Ads Creative Certification

Showcase your ability to make effective ads for Video, Display, App, and Search campaigns. Certified users will demonstrate an understanding of how to make effective ad creative based on Google’s research-backed guidance and use helpful tools and resources throughout the creative life cycle.

By earning the Google Ads Creative Certification, Google recognizes your ability to:

  • Make effective ad creative for Video, Display, App, and Search campaigns based on Google’s research-backed guidance.
  • Use Google’s tools and resources throughout the creative life cycle.
  • Boost creative performance with experimentation.

Note: Some courses contain links to sites that may not be available in your preferred language or that require you to select your language.

Pass the assessment and earn a certification

Complete Required

  • Google Ads Creative Assessment

Study Google Ads Creative

Learn about the importance of creative effectiveness, and how to make effective ads for Video, Display, App, and Search campaigns using Google’s guidance and best practices.

  • Create Effective Ads for Video Campaigns

  • Create Effective Ads for Display Campaigns

  • Create Effective Ads for App Campaigns

  • Create Effective Ads for Search Campaigns

Google Ads Creative Certification : Google
https://skillshop.exceedlms.com/student/path/453973-google-ads-creative-certification

Certification Questions & Certification Answers

You’re making your first video ad with the goal of building awareness for your direct-to-consumer food company. What should you do in the first five seconds of the video ad?

  1. Set up the problem the product solves and include a brand logo.
  2. Focus only on the brand logo and audio, and showcase the product after the first five seconds.
  3. Use tightly framed product shots with audio brand mentions.
  4. Use tightly framed product shots without audio to avoid overwhelming viewers.

Correct Answer:

  • Use tightly framed product shots with audio brand mentions.

If you’re making your first video ad with the goal of building awareness for your direct-to-consumer food company, you should use tightly framed product shots with audio brand mentions in the first five seconds of the video ad.

Reinforce with audio: Use audio brand mentions via on-screen text or voice-overs to supercharge performance.

The first five seconds are an important branding moment for awareness. Use tightly framed product shots with audio brand mentions for an extra kick.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573759

A tourism company wants to create a Discovery campaign intended to generate leads. Which images should they upload to achieve this goal?

  1. Only their main website photo
  2. Only their best-performing image from social media
  3. Images of tourists in locations both on and off the tour
  4. Images of tourists enjoying their tour in scenic locations

Correct Answer:

  • Images of tourists enjoying their tour in scenic locations

Images of tourists enjoying their tours in scenic locations should be used for a local tourism company’s discovery campaign. As the campaigns are intended to generate leads, your images should be high-resolution and contextually relevant. Because contextually relevant tell a more engaging story about your products or services and are more likely to inspire action.

Read more here: https://skillshop.exceedlms.com/student/path/439742/activity/700863

App campaigns rely on creative rotation powered by machine learning to choose the right creative for the right inventory, the right user, and the right moment. How should you approach assets to achieve strong results?

  1. Upload fewer creatives than previous app campaigns.
  2. Provide identical videos with minor differences.
  3. Provide identical videos cut to different lengths.
  4. Use diverse creatives in content, theme, length, and orientation.

Correct Answer:

  • Use diverse creatives in content, theme, length, and orientation.

App campaigns rely on creative rotation powered by machine learning to choose the right creative for the right inventory, the right user, and the right moment. Use diverse creatives in content, theme, length, and orientation.

Read more here: https://skillshop.exceedlms.com/student/path/443761/activity/700877

Describe the difference between the traditional story arc and the emerging story arc.

  1. The traditional story arc brands right away and ends with a climax, whereas the emerging story arc starts low and unexpectedly shifts to the climax right away.
  2. The traditional story arc starts off high and has unexpected shifts to keep viewers watching, whereas the emerging story arc builds slowly to a climax and brands at the end.
  3. The traditional story arc starts low and unexpectedly shifts to the climax right away, whereas the emerging story arc brands right away and ends with a climax.
  4. The traditional story arc builds slowly to a climax and brands at the end, whereas the emerging story arc starts off high and has unexpected shifts to keep viewers watching.

Correct Answer:

  • The traditional story arc builds slowly to a climax and brands at the end, whereas the emerging story arc starts off high and has unexpected shifts to keep viewers watching.

Traditional story arc – The well-established narrative, familiar to advertisers building creative for TV: A lead in, a build, a climax, and a reveal, followed by offers and branding.

Emerging story arc – The heartbeat narrative structure, much more effective for creating ads for YouTube: A strong cue followed by multiple peaks, unexpected shifts and brand cues throughout

In Google’s creative effectiveness research, It was found that using an emerging story arc, rather than a traditional one, helps hook viewers in an ad’s opening moments. Another way of thinking about this is the ad’s climax: Do you have to wait until the 15th second to get there?

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573845

For an app campaign, what’s the maximum number of HTML, image, and video assets per ad group?

  1. 5
  2. 8
  3. 10
  4. 20

Correct Answer:

  • 20

App campaigns rely on creative rotation powered by machine learning to choose the right creative for the right inventory, the right user, and the right moment. Follow these recommendations for the best results:

Use diverse creatives in content, theme, length, and orientation.

Upload more creatives; use all 20 slots if you can.

For an app campaign, which description accurately captures guidance for writing effective headlines and descriptions?

  1. Headlines should grab users’ attention and description lines should highlight the key features of the app.
  2. Headlines should include a call-to-action and description lines should include statistics about the app’s popularity.
  3. Headlines should state only the name of the app and description lines should aim to educate and inform.
  4. Headlines should focus on highlighting the key features of the app and description lines should aim to educate and inform.

Correct Answer:

  • Headlines should focus on highlighting the key features of the app and description lines should aim to educate and inform.

The minimum requirement for app campaigns is to enter two headlines and one description line — but you can do so much more!
Leverage both headlines and description lines
Headlines should focus on highlighting the key features of an app. Description lines should aim to educate and inform.
Read more here: https://skillshop.exceedlms.com/student/path/443761/activity/700877

For app campaigns, which aspect ratios are accepted for image assets?

  1. 1:1, 1.75:1, and 4:5
  2. 1:1 and 1.91:1 only
  3. 1:1 and 1.75:1 only
  4. 1:1, 1.91:1, and 4:5

Correct Answer:

  • 1:1, 1.91:1, and 4:5

Google is simplifying and unifying accepted image and file sizes across app campaign types, so familiarize yourself with the three supported aspect ratios.

ACi – 1:1 – Min dimension: 200 x 200

ACe – 1:91:1 – Min dimension: 600 x 314

ACpre – 4:5 – Min dimension: 320 x 400

The new image cropper tool will aid in ratio adoption.

Read more here: https://skillshop.exceedlms.com/student/path/443761/activity/700877

For which of the following scenarios would Google’s experimentation tool be helpful?

  1. Compare how two key audiences respond to two different video ads.
  2. Compare how the same ad performs on TV compared to YouTube.
  3. Compare how the same audience responds to the same ad at different points in time.
  4. Compare the performance of existing TV creative to that of ABCDs-optimized creative.

Correct Answer:

  • Compare the performance of existing TV creative to that of ABCDs-optimized creative.

Google Ads experiments would be helpful when comparing the performance of existing TV creative to that of ABCDs-optimized creative. By testing different campaign settings, you can reach more customers and drive better results quickly and efficiently for your business. You’re comparing the performance of existing TV creative to that of ABCDs-optimized creative.

For which scenario would Google’s experimentation tool be most useful?

  1. You need to compare how two key audiences response to two different video ads.
  2. You need to compare how the same ad performs on TV versus how it performs on YouTube.
  3. You’re comparing how the same audience responds to the same ad at different points in time.
  4. You’re comparing the performance of existing TV creative to that of ABCDs-optimized creative.

Correct Answer:

  • You’re comparing the performance of existing TV creative to that of ABCDs-optimized creative.

Google Ads experiments can help you continuously improve the performance of your campaigns. By testing different campaign settings, you can reach more customers and drive better results quickly and efficiently for your business. You’re comparing the performance of existing TV creative to that of ABCDs-optimized creative.

How often should you examine your asset report and swap out low-performing assets for a Discovery campaign?

  1. Quarterly
  2. Monthly
  3. Daily
  4. Bi-weekly

Correct Answer:

  • Bi-weekly

About every two weeks, review the asset report to see how each image, description, and headline is performing. To optimize your campaign, replace low-performing assets on a bi-weekly basis.

Read more here: https://skillshop.exceedlms.com/student/path/439742/activity/700863

How often should you view your asset report and replace low-performing assets for a Discovery campaign?

  1. Location insertion
  2. Keyword insertion
  3. Dynamic customizer
  4. Countdown customizer

Correct Answer:

  • Countdown customizer

Let potential customers know about sales or special events by adding a countdown to your ad text. Countdown customizers count down by day, then by the hour, and finally by the minute.

You can add one countdown customizer per ad in the headline or description fields. You’ll also need at least three headlines without ad customizers for the ad to be created.

Countdown customizers come in both COUNTDOWN and GLOBAL_COUNTDOWN formats. Use GLOBAL_COUNTDOWN if you’re counting down to a time that’s consistent globally, as the time of a sports match.

How should you approach creative effectiveness in order to boost performance of video campaigns?

  1. Start with all-new video ad creative that’s already working well for other platforms.
  2. Continue running campaigns with existing creative and slowly introduce new variations.
  3. Run an experiment with existing creative and use whichever one performs best.
  4. Use research-backed creative guidelines and iterate with experimentation.

Correct Answer:

  • Use research-backed creative guidelines and iterate with experimentation.

Google’s Core ABCD guidelines are backed by research and can help everyone make more effective creative for YouTube, but it’s up to you to develop a great creative concept that works for the brand.

Consumer behavior is rapidly evolving, so constant experimentation and testing are necessary to stay relevant. The most successful video campaigns continually test different versions of creative executions and iterate based on performance.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573845

How should you improve a video ad’s effectiveness in post-production?

  1. Remove supers so they don’t compete with the audio.
  2. Add closed captions since most viewers will watch with sound off.
  3. Increase the pace and tighten the framing.
  4. Lower the brightness to optimize for mobile device viewing.

Correct Answer:

  • Increase the pace and tighten the framing.

YouTube is watched across a range of devices, so be sure to consider the smaller screen.

Use tighter framing, faster pacing, large-type supers, brightness, and contrast to make sure your ad is visible on a small screen.

Think mobile and smaller, dimmer screens. Tighter framing, bright footage, large text and faster pacing help stand out.

Red more here: https://skillshop.exceedlms.com/student/path/69408/activity/573845

If it’s your first time launching a video campaign, and you have existing brand images, text, and logos, which tool could help you make your first video ad using these assets?

  1. Video Creative Analytics
  2. Google’s ABCDs of effective creative
  3. Ads Creative Studio
  4. Video Creation Tools in Google Ads

Correct Answer:

  • Video Creation Tools in Google Ads

Use this ecosystem of tools to easily produce video ads for free at any point in the campaign creation process.

Within Google Ads, you can animate static assets — images, text, and logos — into a campaign-ready video ad. Choose from a variety of YouTube-optimized video layouts based on your message and goals, customize different creative elements like colors, music, and font, and quickly generate a short YouTube video (six seconds or 15 seconds).

Consider using video creation tools in Google Ads if you have limited experience or resources for producing a video on your own.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/650609

If you want to boost conversion rates and you’ve already identified important audiences that have a high rate of conversion in your video campaign, how could you use Google’s experimentation tool to achieve your goal?

  1. Test multiple creatives against two important audience segments.
  2. Test the same creative against two important audience segments.
  3. Test multiple creatives against one important audience segment.
  4. Test one creative against all-important audience segments.

Correct Answer:

  • Test multiple creatives against one important audience segment.

Consumer behaviour is rapidly evolving, so constant experimentation and testing are necessary to stay relevant. The most successful video campaigns continually test different versions of creative executions and iterate based on performance.

Video experiments are Google’s most effective tool for helping improve creative effectiveness. It lets you run quick creative or audience tests to improve your video ad performance, with no additional spending. Think of it as a real-time testing canvas to help you make informed decisions about which creative is driving the best results, or which audiences are responding to your message.

If you want to improve performance of video campaigns, what approach should you take with creative?

Options 1:

  1. Continue running campaigns with existing creative and slowly introduce new variations.
  2. Run an experiment with existing creative and use whichever one performs best.
  3. Start with all-new video ad creative that’s already working well for other platforms.
  4. Use research-backed creative guidelines and iterate with experimentation.

Correct Answer:

  • Use research-backed creative guidelines and iterate with experimentation.

If you want to improve the performance of video campaigns, the approach of using research-backed creative guidelines and iterating with experimentation you should take with creatives.

Google’s Core ABCD guidelines are backed by research and can help everyone make more effective creative for YouTube, but it’s up to you to develop a great creative concept that works for the brand.

Consumer behaviour is rapidly evolving, so constant experimentation and testing are necessary to stay relevant. The most successful video campaigns continually test different versions of creative executions and iterate based on performance.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573845

Options 2:

  1. Avoid humor as it’s more subjective.
  2. Focus on audio and supers to reinforce your message.
  3. Feature products in only the first and last five seconds.
  4. Keep the value proposition and use case precise.

Correct Answer:

  • Keep the value proposition and use case precise.

Keep your value proposition, use case, and pricing precise and sharp.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573761

If you were creating a storyboard to make your first video asset for an app campaign, what should you prioritize?

  1. Establishing the problem with an actor on-screen, followed by them using the app to solve the problem
  2. Making the brand known by pairing the logo with zoomed-out shots
  3. Emotional appeal through compelling storytelling to connect deeply with potential users
  4. Showing the product experience as quickly as possible, with tightly framed shots focusing on app use and benefits

Correct Answer:

  • Showing the product experience as quickly as possible, with tightly framed shots focusing on app use and benefits

App ads should start quickly and get into the actual experience of the app as fast as possible. For many top-performing ads, the app is the ad — either a direct experience of the app itself or a quick demo of the app’s capabilities

If you were developing a storyboard for a video ad and your goal was to engage viewers, how should you capture and hold their attention?

  1. Keep visuals low-contrast to avoid overwhelming viewers.
  2. Set up scenes to be zoomed out so viewers can see all story elements.
  3. Build suspense with a slow pace to start.
  4. Use engaging pacing and tight framing.

Correct Answer:

  • Use engaging pacing and tight framing.

YouTube is watched across a range of devices, so be sure to consider the smaller screen.

Use tighter framing, faster pacing, large-type supers, brightness, and contrast to make sure your ad is visible on a small screen.

Think mobile and smaller, dimmer screens. Tighter framing, bright footage, large text and faster pacing help stand out.

Get to the heart of the story faster, and use engaging pacing and tight framing to drop viewers in.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573845

If you’re editing a video ad with the goal of driving consideration, how should you approach the frequency with which the actor and the product are showcased relative to one another in order to maximize effectiveness?

  1. Let multiple people be the focus so viewers stay engaged.
  2. Focus on people so that you humanize the story.
  3. Emphasize people in order to get potential customers to notice your brand or product.
  4. Focus on the product and let people take a secondary role.

Correct Answer:

  • Focus on the product and let people take a secondary role.

An interesting relationship that emerged from Google’s research is that people and products have an inverse relationship as we move across the funnel. For awareness, people are the vehicle to get your brand or product noticed.

They’re the heroes of the story or the magnet that enables viewers to pay attention to your brand, product, and message. When it comes to consideration, people take a secondary, supportive role to let the product shine.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573760

If you’re looking to boost performance by optimizing responsive display ads, which of the following actions should you take first?

  1. Add new assets that should perform better.
  2. Pause the campaign.
  3. Duplicate the campaign.
  4. Review the asset report labels.

Correct Answer:

  • Review the asset report labels.

Once your campaign is created, review the asset report every two to four weeks to see how your assets are reporting alongside similar assets

If you’re trying to determine how many people watched key moments or skipped your video ad, which tool should you use?

  1. Ads Creative Studio
  2. Create with Google
  3. Google’s ABCDs of effective creative
  4. Video Creative Analytics

Correct Answer:

  • Video Creative Analytics

After launching a campaign, Video Creative Analytics helps you see how many people watched the key moments in your ads. You can see, second by second, when they abandoned or skipped your ad.

Use this information to optimize and inform creative decisions, build new experiments, and get ideas for sequences and customization. It’s a great tool for customers looking for more data and insights behind their video creative beyond the standard media metrics.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/650609

Read more here: https://support.google.com/google-ads/answer/6086441

In video advertising, which of the following techniques should you apply to help people think or feel something?

  1. Convey multiple messages to resonate with the masses.
  2. Showcase discounts and sales to drive interest.
  3. Avoid humor as it’s more subjective.
  4. Humanize the story.

Correct Answer:

  • Humanize the story.

Featuring people can help you tell a better product story and relate to your consumer. Focusing on people can increase a viewer’s expressiveness (i.e., their emotional reaction, gauged by facial expression) as they see an ad. This increase in expressiveness is tied to cross-funnel campaign improvement.

The rule: If people appear in your video, open with them on screen. And if it fits with your storyline, have them address your audience directly.

The reason: Faces attract immediate attention, heighten emotional motivation, and increase engagement

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573845

In which of these situations would Google’s experimentation tool be helpful?

  1. Compare how two key audiences respond to two different video ads.
  2. Compare how the same ad performs on TV compared to YouTube.
  3. Compare how the same audience responds to the same ad at different points in time.
  4. Compare the performance of existing TV creative to that of ABCDs-optimized creative.

Correct Answer:

  • Compare the performance of existing TV creative to that of ABCDs-optimized creative.

Google Ads experiments would be helpful when comparing the performance of existing TV creative to that of ABCDs-optimized creative. By testing different campaign settings, you can reach more customers and drive better results quickly and efficiently for your business. You’re comparing the performance of existing TV creative to that of ABCDs-optimized creative.

Of all video campaign effectiveness levers, which is the dominant driver of return on investment and the strongest on digital media?

  1. Creative
  2. Media
  3. Brand
  4. Platform

Correct Answer:

  • Creative

Of all campaign effectiveness levers, creative is the dominant driver of return on investment (ROI), and by far the strongest on digital media.

This is a well-established fact according to Nielsen’s meta-analysis, and one that’s been repeatedly proven throughout years, countries, and studies.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573845

To follow best practices, how many headlines, images, and short descriptions should you prepare for a responsive display ad?

  1. 5
  2. 2
  3. 3
  4. 7

Correct Answer:

  • 5

Images: Recommended 5 to 10 images per aspect ratio — 1 square and 1 landscape image is required.

Short headline: Appears as first line of your ad. Recommended 5 short headlines.

Descriptions: Provide additional context or details. Recommended 5 descriptions.

To improve the performance of video campaigns, how should you approach creative effectiveness?

  1. Use research-backed creative guidelines and iterate with experimentation.
  2. Continue running campaigns with existing creative and slowly introduce new variations.
  3. Run an experiment with existing creative and use whichever one performs best.
  4. Start with all-new video ad creative that’s already working well for other platforms.

Correct Answer:

  • Use research-backed creative guidelines and iterate with experimentation.

Google’s Core ABCD guidelines are backed by research and can help everyone make more effective creative for YouTube, but it’s up to you to develop a great creative concept that works for the brand.

Consumer behaviour is rapidly evolving, so constant experimentation and testing are necessary to stay relevant. The most successful video campaigns continually test different versions of creative executions and iterate based on performance.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573845

What are the key elements of Google’s ABCDs of effective creative?

  1. Audience, Branding, Creativity, Direction
  2. Attention, Branding, Creativity, Direction
  3. Attraction, Branding, Connection, Direction
  4. Attention, Branding, Connection, Direction

Correct Answer:

  • Attention, Branding, Connection, Direction

The key elements of Google’s ABCDs of effective creative are:

  • Attention – Hook and sustain – attention with an – immersive story.
  • Branding – Brand early – often, and richly
  • Connection – Help people – think or feel – something.
  • Direction – Ask people to – take action.

What information is automatically pulled for you when creating an app campaign?

  1. Logo, rating, and title
  2. Title, rating, and price
  3. Logo, title, and number of downloads
  4. Title, rating, and number of downloads

Correct Answer:

  • Logo, rating, and title

Logo, rating, and title are automatically pulled for you when creating an app campaign. App campaigns automatically pull relevant information like logo, rating, and title, so advertisers only need to focus on the right message.

Read more here: https://skillshop.exceedlms.com/student/path/443761/activity/700877

What is the chief driver of return on investment for video campaign effectiveness and the strongest on digital media?

  1. Platform
  2. Brand
  3. Media
  4. Creative

Correct Answer:

  • Creative

Of all campaign effectiveness levers, creative is the dominant driver of return on investment (ROI), and by far the strongest on digital media.

This is a well-established fact according to Nielsen’s meta-analysis, and one that’s been repeatedly proven throughout years, countries, and studies.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573845

What is the difference between an emerging story arc and a traditional story arc?

  1. The traditional story arc brands right away and ends with a climax, whereas the emerging story arc starts low and unexpectedly shifts to the climax right away.
  2. The traditional story arc starts low and unexpectedly shifts to the climax right away, whereas the emerging story arc brands right away and ends with a climax.
  3. The traditional story arc starts off high and has unexpected shifts to keep viewers watching, whereas the emerging story arc builds slowly to a climax and brands at the end.
  4. The traditional story arc builds slowly to a climax and brands at the end, whereas the emerging story arc starts off high and has unexpected shifts to keep viewers watching.

Correct Answer:

  • The traditional story arc builds slowly to a climax and brands at the end, whereas the emerging story arc starts off high and has unexpected shifts to keep viewers watching.

Traditional story arc – The well-established narrative, familiar to advertisers building creative for TV: A lead in, a build, a climax, and a reveal, followed by offers and branding.

Emerging story arc – The heartbeat narrative structure, is much more effective for creating ads for YouTube: A strong cue followed by multiple peaks, unexpected shifts and brand cues throughout

In Google’s creative effectiveness research, It was found that using an emerging story arc, rather than a traditional one, helps hook viewers in an ad’s opening moments. Another way of thinking about this is the ad’s climax: Do you have to wait until the 15th second to get there?

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573845

What is the maximum number of HTML, image, and video assets per ad group for an app campaign?

  1. 5
  2. 20
  3. 8
  4. 10

Correct Answer:

  • 20

App campaigns rely on creative rotation powered by machine learning to choose the right creative for the right inventory, the right user, and the right moment. Follow these recommendations for the best results:

Use diverse creatives in content, theme, length, and orientation.

Upload more creatives; use all 20 slots if you can.

What type of asset is not accepted for an app campaign?

  1. Video
  2. Image
  3. HTML5
  4. Website

Correct Answer:

  • Website

Website would not be accepted for an app campaign. Because Video, Images and HTML5 assets are the only ones accepted in an app campaign.

What’s the difference between traditional and emerging story arcs?

  1. The traditional story arc brands right away and ends with a climax, whereas the emerging story arc starts low and unexpectedly shifts to the climax right away.
  2. The traditional story arc starts low and unexpectedly shifts to the climax right away, whereas the emerging story arc brands right away and ends with a climax.
  3. The traditional story arc builds slowly to a climax and brands at the end, whereas the emerging story arc starts off high and has unexpected shifts to keep viewers watching.
  4. The traditional story arc starts off high and has unexpected shifts to keep viewers watching, whereas the emerging story arc builds slowly to a climax and brands at the end.

Correct Answer:

  • The traditional story arc builds slowly to a climax and brands at the end, whereas the emerging story arc starts off high and has unexpected shifts to keep viewers watching.

Traditional story arc – The well-established narrative, familiar to advertisers building creative for TV: A lead in, a build, a climax, and a reveal, followed by offers and branding.

Emerging story arc – The heartbeat narrative structure, much more effective for creating ads for YouTube: A strong cue followed by multiple peaks, unexpected shifts and brand cues throughout

In Google’s creative effectiveness research, It was found that using an emerging story arc, rather than a traditional one, helps hook viewers in an ad’s opening moments. Another way of thinking about this is the ad’s climax: Do you have to wait until the 15th second to get there?

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573845

When creating a responsive display ad, why should you check Ad strength?

  1. It automatically replaces images that are underperforming.
  2. It provides insight into how the ad has historically performed so you can iterate.
  3. It dynamically generates customized headlines that will have stronger performance.
  4. It provides recommendations for the quantity and diversity of each type of asset.

Correct Answer:

  • It provides recommendations for the quantity and diversity of each type of asset.

The Google Ads New campaign interface highlights the New responsive display ad subsection, which is where to insert ad assets.

Use the Ad strength field to check if you added the recommended quantity and diversity of each type of asset.

When creating an app campaign, what information can you expect to be pulled automatically?

  1. Logo, title, and number of downloads
  2. Title, rating, and number of downloads
  3. Logo, rating, and title
  4. Title, rating, and price

Correct Answer:

  • Logo, rating, and title

When implementing an experiment, which of the following is a best practice?

  1. Divide your audience into as many arms as possible.
  2. Start with multiple hypotheses.
  3. Assign two campaigns to each experiment arm.
  4. Test one variable for each experiment.

Correct Answer:

  • Test one variable for each experiment.

Decide on a clear hypothesis before creating an experiment, and only test one variable to help ensure your experiment is clean and yields discernible results.

A common mistake is that more than one variable is adjusted (e.g., you’re looking to test creative, but each experiment arm has a slightly different budget). Doing so makes the experiment “unclean,” as you’re unable to discern which change caused the impact.

Read more here: https://skillshop.exceedlms.com/student/activity/69415-test-and-measure-creative-with-video-experiment/

When making a video ad with an awareness objective, which tactic should you use?

  1. Let the product shine, and be different, yet simple.
  2. Let the product shine and put the brand front and centre.
  3. Make people core to the story and keep branding subtle.
  4. Make people core to the story and be different, yet simple.

Correct Answer:

  • Make people core to the story and be different, yet simple.

Help people think or feel something. Make people core to the story. Be different, yet simple. Avoid doing too much in your ad. Keep messaging and language-focused and straightforward.

Humans are socially curious by nature. Integrating people into your story sets a helpful context and creates a connection quickly.

When you create an app campaign, what information is pulled for you automatically?

  1. Title, rating, and number of downloads
  2. Logo, title, and number of downloads
  3. Title, rating, and price
  4. Logo, rating, and title

Correct Answer:

  • Logo, rating, and title

When you create an app campaign, Logo, rating, and title are pulled for you automatically. App campaigns automatically pull relevant information like logo, rating, and title, so advertisers only need to focus on the right message.

Read more here: https://skillshop.exceedlms.com/student/path/443761/activity/700877

Which action should you take if your goal is to optimize display campaigns before increasing budgets?

  1. Add new assets multiple times per week.
  2. Pause the campaign.
  3. Replace all the assets at once.
  4. Remove and replace low-performing assets.

Correct Answer:

  • Remove and replace low-performing assets.

If it’s been two weeks since you set up your campaign, you are supposed to check your asset report. If you find any of your short headlines and images have a low-performance score, so it’s recommended to replace them.

Which aspect ratios are accepted for image assets in app campaigns?

  1. 1:1 and 1.91:1 only
  2. 1:1, 1.75:1, and 4:5
  3. 1:1 and 1.75:1 only
  4. 1:1, 1.91:1, and 4:5

Correct Answer:

  • 1:1, 1.91:1, and 4:5

Google is simplifying and unifying accepted image and file sizes across app campaign types, so familiarize yourself with the three supported aspect ratios.

ACi – 1:1 – Min dimension: 200 x 200

ACe – 1:91:1 – Min dimension: 600 x 314

ACpre – 4:5 – Min dimension: 320 x 400

The new image cropper tool will aid in ratio adoption.

Read more here: https://skillshop.exceedlms.com/student/path/443761/activity/700877

Which combination of elements best captures the key principles of Google’s ABCDs of effective creative?

  1. Attraction, Branding, Connection, Direction
  2. Attention, Branding, Connection, Direction
  3. Audience, Branding, Creativity, Direction
  4. Attention, Branding, Creativity, Direction

Correct Answer:

  • Attention, Branding, Connection, Direction

The key elements of Google’s ABCDs of effective creative are

  • Attention – Hook consumers’ attention and get them to tune in.
  • Branding – Help consumers to see and/or hear your brand.
  • Connection – Make consumers think/feel something about your brand.
  • Direction – Encourage consumers to take action.

Which element should you prioritize when creating a storyboard to make your first video asset for an app campaign?

  1. Emotional appeal through compelling storytelling to connect deeply with potential users
  2. Establishing the problem with an actor on-screen, followed by them using the app to solve the problem
  3. Making the brand known by pairing the logo with zoomed-out shots
  4. Showing the product experience as quickly as possible, with tightly framed shots focusing on app use and benefits

Correct Answer:

  • Showing the product experience as quickly as possible, with tightly framed shots focusing on app use and benefits

App ads should start quickly and get into the actual experience of the app as fast as possible. For many top-performing ads, the app is the ad — either a direct experience of the app itself or a quick demo of the app’s capabilities

Which feature could help a retailer ensure that their Search ads accurately reflect details about their company’s annual sale?

  1. Location insertion
  2. Keyword insertion
  3. Dynamic customizer
  4. Countdown customizer

Correct Answer:

  • Countdown customizer

Let potential customers know about sales or special events by adding a countdown to your ad text. Countdown customizers count down by day, then by the hour, and finally by the minute.

You can add one countdown customizer per ad in the headline or description fields. You’ll also need at least three headlines without ad customizers for the ad to be created.

Countdown customizers come in both COUNTDOWN and GLOBAL_COUNTDOWN formats. Use GLOBAL_COUNTDOWN if you’re counting down to a time that’s consistent globally, as the time of a sports match.

Which of the following describes Google’s experimentation tool?

  1. It’s a powerful testing tool that helps boost campaign performance for a small additional cost.
  2. It’s a powerful testing tool that shows all users two versions of an ad so you know which people prefer.
  3. It’s a powerful testing tool that uses a simulated ad environment to determine which creative or audiences will perform best.
  4. It’s a powerful testing tool that lets you assess the effectiveness of creatives, audiences, or other variables.

Correct Answer:

  • It’s a powerful testing tool that lets you assess the effectiveness of creatives, audiences, or other variables.

Video Experiments is a powerful testing tool that lets you assess the effectiveness of creatives, audiences, or other variables for video campaigns by creating clean, head-to-head experiments. It lets you quickly make informed decisions about which creative is driving the best results, or which audiences are responding to your message.

Read more here: https://skillshop.exceedlms.com/student/activity/69415-test-and-measure-creative-with-video-experiment/

Which of the following is a best practice when implementing an experiment?

  1. Start with multiple hypotheses.
  2. Assign two campaigns to each experiment arm.
  3. Test one variable for each experiment.
  4. Divide your audience into as many arms as possible.

Correct Answer:

  • Test one variable for each experiment.

Decide on a clear hypothesis before creating an experiment, and only test one variable to help ensure your experiment is clean and yields discernible results.

A common mistake is that more than one variable is adjusted (e.g., you’re looking to test creative, but each experiment arm has a slightly different budget). Doing so makes the experiment “unclean,” as you’re unable to discern which change caused the impact.

Read more here: https://skillshop.exceedlms.com/student/activity/69415-test-and-measure-creative-with-video-experiment/

Which of the following is the cap for the number of HTML, image, and video assets per ad group for an app campaign?

  1. 10
  2. 8
  3. 5
  4. 20

Correct Answer:

  • 20

App campaigns rely on creative rotation powered by machine learning to choose the right creative for the right inventory, the right user, and the right moment. Follow these recommendations for the best results:

Use diverse creatives in content, theme, length, and orientation.

Upload more creatives; use all 20 slots if you can.

Which of these accurately captures Google’s ABCDs of effective creative?

  1. Design-backed creative inspiration
  2. Design-backed creative rules to follow
  3. Research-backed creative rules to follow
  4. Research-backed creative guidance

Correct Answer:

  • Research-backed creative guidance

Drawn from an extensive study of YouTube ads, the ABCDs are best practices for building effective advertising creative on YouTube. Google’s ABCDs of effective creative is Research-backed creative guidance.

Attract. Brand. Connect. Direct. Four small words with serious impact. Using simple, databacked guidelines — formed in collaboration with Google’s research partner Ipsos and reviewed by Nielsen Neuro and Kantar.

Which of these accurately describes Google’s experimentation tool?

  1. It’s a powerful testing tool that helps boost campaign performance for a small additional cost.
  2. It’s a powerful testing tool that uses a simulated ad environment to determine which creative or audiences will perform best.
  3. It’s a powerful testing tool that shows all users two versions of an ad so you know which people prefer.
  4. It’s a powerful testing tool that lets you assess the effectiveness of creatives, audiences, or other variables.

Correct Answer:

  • It’s a powerful testing tool that lets you assess the effectiveness of creatives, audiences, or other variables.

Video Experiments is a powerful testing tool that lets you assess the effectiveness of creatives, audiences, or other variables for video campaigns by creating clean, head-to-head experiments. It lets you quickly make informed decisions about which creative is driving the best results, or which audiences are responding to your message.

Read more here: https://skillshop.exceedlms.com/student/activity/69415-test-and-measure-creative-with-video-experiment/

Which of these aspect ratios are acceptable for image assets used in app campaigns?

  1. 1:1, 1.75:1, and 4:5
  2. 1:1 and 1.91:1 only
  3. 1:1 and 1.75:1 only
  4. 1:1, 1.91:1, and 4:5

Correct Answer:

  • 1:1, 1.91:1, and 4:5

Google is simplifying and unifying accepted image and file sizes across app campaign types, so familiarize yourself with the three supported aspect ratios.

ACi – 1:1 – Min dimension: 200 x 200

ACe – 1:91:1 – Min dimension: 600 x 314

ACpre – 4:5 – Min dimension: 320 x 400

The new image cropper tool will aid in ratio adoption.

Read more here: https://skillshop.exceedlms.com/student/path/443761/activity/700877

Which of these asset types would not be accepted for an app campaign?

  1. HTML5
  2. Website
  3. Video
  4. Image

Correct Answer:

  • Website

Website would not be accepted for an app campaign. Because Video, Images and HTML5 assets are the only ones accepted in an app campaign.

Which of these describe Google’s ABCDs of effective creative?

  1. Design-backed creative inspiration
  2. Design-backed creative rules to follow
  3. Research-backed creative rules to follow
  4. Research-backed creative guidance

Correct Answer:

  • Research-backed creative guidance

Google’s Core ABCD framework offers global, data-backed creative guidance to help you build effective video ads, regardless of your marketing objective

Attract. Brand. Connect. Direct. Four small words with serious impact. Using simple, databacked guidelines — formed in collaboration with Google’s research partner Ipsos and reviewed by Nielsen Neuro and Kantar.

Which of these descriptions captures the best practice for writing effective headlines and descriptions for app campaigns?

  1. Headlines should focus on highlighting the key features of the app and description lines should aim to educate and inform.
  2. Headlines should grab users’ attention and description lines should highlight the key features of the app.
  3. Headlines should state only the name of the app and description lines should aim to educate and inform.
  4. Headlines should include a call-to-action and description lines should include statistics about the app’s popularity.

Correct Answer:

  • Headlines should focus on highlighting the key features of the app and description lines should aim to educate and inform.

The minimum requirement for app campaigns is to enter two headlines and one description line — but you can do so much more!

Leverage both headlines and description lines

Headlines should focus on highlighting the key features of an app. Description lines should aim to educate and inform.

Read more here: https://skillshop.exceedlms.com/student/path/443761/activity/700877

Which of these images are most likely to stand out in an app campaign for a travel app company?

  1. A zoomed out image of travellers enjoying a destination
  2. An aerial photo of a travel destination with the logo overlayed
  3. An image of a plane in the sky with lots of blank space
  4. An action shot taken directly from the app

Correct Answer:

  • An action shot taken directly from the app

An action shots taken directly from the app are most likely to stand out in an app campaign for a travel app company.

Which of these video campaign effectiveness levers is the top driver of return on investment and the strongest on digital media?

  1. Platform
  2. Brand
  3. Media
  4. Creative

Correct Answer:

  • Creative

Of all campaign effectiveness levers, creative is the dominant driver of return on investment (ROI), and by far the strongest on digital media.

This is a well-established fact according to Nielsen’s meta-analysis, and one that’s been repeatedly proven throughout years, countries, and studies.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573845

Which pair of visual language elements are most impactful regarding watch time for video ads on mobile devices?

  1. Supers and audio
  2. Framing and supers
  3. Pacing and supers
  4. Pacing and framing

Correct Answer:

  • Pacing and framing

Think mobile and smaller, dimmer screens. Tighter framing, bright footage, large text and faster pacing help stand out.

Pacing and framing are the visual language elements that are most impactful regarding watch time for video ads on mobile devices.

Framing:

Use tight framing on the subject, whether it’s a product or a person.

The reason: Clearly showing the person or product and using non-obscure angles makes it easier for the brain to process and sustain engagement.

Pacing:

The rule: Aim for two or more shots in the first five seconds.

The reason: Having multiple shots in the first five seconds is a positive factor for Ad Recall and Consideration.

Which pair of visual language elements has the highest impact on watch time for video ads on mobile devices?

  1. Framing and supers
  2. Supers and audio
  3. Pacing and supers
  4. Pacing and framing

Correct Answer:

  • Pacing and framing

Think mobile and smaller, dimmer screens. Tighter framing, bright footage, large text and faster pacing help stand out.

Pacing and framing.

Pacing and framing are the visual language elements that are most impactful regarding watch time for video ads on mobile device.

Framing:

Use tight framing on the subject, whether it’s a product or a person.

The reason: Clearly showing the person or product and using non-obscure angles makes it easier for the brain to process and sustain engagement.

Pacing:

The rule: Aim for two or more shots in the first five seconds.

The reason: Having multiple shots in the first five seconds is a positive factor for Ad Recall and Consideration.

Which set of words outlines the key principles of Google’s ABCDs of effective creative?

  1. Attraction, Branding, Connection, Direction
  2. Attention, Branding, Connection, Direction
  3. Audience, Branding, Creativity, Direction
  4. Attention, Branding, Creativity, Direction

Correct Answer:

  • Attention, Branding, Connection, Direction

The key elements of Google’s ABCDs of effective creative are:

  • Attention – Pump up the volume. Audio is your superpower for getting people to pay attention. Embrace elements like voice-over, music, and sound effects to amplify your on-screen messaging.
  • Branding – Put your brand front and centre. Incorporate multiple branding opportunities to get noticed and be remembered. Frequency plus variety is key.
  • Connection – Make people core to your story. Featuring people in your story lends emotional context to scenes and creates connection quickly. Showing people using your product is one proven way to demonstrate its benefits.
  • Direction – Encourage consumers to take action.

Which statement best captures the value proposition of Google’s experimentation tool?

  1. It’s a powerful testing tool that helps boost campaign performance for a small additional cost.
  2. It’s a powerful testing tool that shows all users two versions of an ad so you know which people prefer.
  3. It’s a powerful testing tool that uses a simulated ad environment to determine which creative or audiences will perform best.
  4. It’s a powerful testing tool that lets you assess the effectiveness of creatives, audiences, or other variables.

Correct Answer:

  • It’s a powerful testing tool that lets you assess the effectiveness of creatives, audiences, or other variables.

Video Experiments is a powerful testing tool that lets you assess the effectiveness of creatives, audiences, or other variables for video campaigns by creating clean, head-to-head experiments. It lets you quickly make informed decisions about which creative is driving the best results, or which audiences are responding to your message.

Read more here: https://skillshop.exceedlms.com/student/activity/69415-test-and-measure-creative-with-video-experiment/

Which tactic should you use when creating a video ad with an awareness objective?

  1. Let the product shine and put the brand front and centre.
  2. Let the product shine, and be different, yet simple.
  3. Make people core to the story and keep branding subtle.
  4. Make people core to the story and be different, yet simple.

Correct Answer:

  • Make people core to the story and be different, yet simple.

Help people think or feel something. Make people core to the story. Be different, yet simple. Avoid doing too much in your ad. Keep messaging and language-focused and straightforward.

Humans are socially curious by nature. Integrating people into your story sets a helpful context and creates connection quickly.

Which technique should you use when creating a video ad with an awareness objective?

  1. Let the product shine, and be different, yet simple.
  2. Let the product shine and put the brand front and centre.
  3. Make people core to the story and keep branding subtle.
  4. Make people core to the story and be different, yet simple.

Correct Answer:

  • Make people core to the story and be different, yet simple.

Help people think or feel something. Make people core to the story. Be different, yet simple. Avoid doing too much in your ad. Keep messaging and language-focused and straightforward.

Humans are socially curious by nature. Integrating people into your story sets a helpful context and creates a connection quickly.

Which two visual language elements have the highest impact on watch time on mobile devices for video ads?

  1. Pacing and supers
  2. Framing and supers
  3. Supers and audio
  4. Pacing and framing

Correct Answer:

  • Pacing and framing

Think mobile and smaller, dimmer screens. Tighter framing, bright footage, large text and faster pacing help stand out.

Pacing and framing.

Pacing and framing are the visual language elements that are most impactful regarding watch time for video ads on a mobile device.

Framing:

Use tight framing on the subject, whether it’s a product or a person.

The reason: Clearly showing the person or product and using non-obscure angles makes it easier for the brain to process and sustain engagement.

Pacing:

The rule: Aim for two or more shots in the first five seconds.

The reason: Having multiple shots in the first five seconds is a positive factor for Ad Recall and Consideration.

Why is Ad strength an important section to check when creating a responsive display ad?

  1. It dynamically generates customized headlines that will have stronger performance.
  2. It automatically replaces images that are underperforming.
  3. It provides insight into how the ad has historically performed so you can iterate.
  4. It provides recommendations for the quantity and diversity of each type of asset.

Correct Answer:

  • It provides recommendations for the quantity and diversity of each type of asset.

The Google Ads New campaign interface highlighting the New responsive display ad subsection, which is where to insert ad assets.

Use the Ad strength field to check if you added the recommended quantity and diversity of each type of asset.

Why should you check Ad strength when creating a responsive display ad?

  1. It dynamically generates customized headlines that will have stronger performance.
  2. It provides insight into how the ad has historically performed so you can iterate.
  3. It automatically replaces images that are underperforming.
  4. It provides recommendations for the quantity and diversity of each type of asset.

Correct Answer:

  • It provides recommendations for the quantity and diversity of each type of asset.

The Google Ads New campaign interface highlighting the New responsive display ad subsection, which is where to insert ad assets.
Use the Ad strength field to check if you added the recommended quantity and diversity of each type of asset.

You created your first video ad a few months ago and now want to make small changes to improve its performance. Which post-production edits should you make to improve the ad’s effectiveness?

  1. Remove supers so they don’t compete with the audio.
  2. Lower the brightness to optimize for mobile device viewing.
  3. Add closed captions since most viewers will watch with sound off.
  4. Increase the pace and tighten the framing.

Correct Answer:

  • Increase the pace and tighten the framing.

Think mobile and smaller, dimmer screens. Tighter framing, bright footage, large text and faster pacing help stand out.

You developed a video with an awareness objective, but viewers aren’t watching the ad as long as you’d like. How should you help them to pay attention?

  1. By using a call-to-action (CTA)
  2. By using audio
  3. By using color
  4. By using supers

Correct Answer:

  • By using audio

Consider sound design and voiceovers. YouTube is a sound-on platform, use it to make every execution that much more compelling.

You launched your first video campaign a month ago and are trying to determine how many people have watched key moments or skipped your video ad. Which tool could help you uncover this information?

  1. Ads Creative Studio
  2. Create with Google
  3. Video Creative Analytics
  4. Google’s ABCDs of effective creative

Correct Answer:

  • Video Creative Analytics

After launching a campaign, Video Creative Analytics helps you see how many people watched the key moments in your ads. You can see, second by second, when they abandoned or skipped your ad.

Use this information to optimize and inform creative decisions, build new experiments, and get ideas for sequences and customization. It’s a great tool for customers looking for more data and insights behind their video creative beyond the standard media metrics.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/650609

Read more here: https://support.google.com/google-ads/answer/6086441

You manage Search campaigns for a law firm that services all of California. Why is location insertion a valuable feature to use?

  1. It can insert “California” into every headline automatically.
  2. It can replace other locations in the campaign’s ad copy to “California.”
  3. It can make sure the ad only serves to users in California.
  4. It can personalize the headline to their audience’s city within California.

Correct Answer:

  • It can personalize the headline to their audience’s city within California.

With location insertion, you can tailor the text of your responsive search ad to the user’s location or a location they show interest in. Location insertion highlights the location in the ad’s headline or description by mentioning the city, state, or country. The available locations are selected based on the campaign’s location targeting setting.

To begin, you’ll want to set up a responsive search ad. You can adapt your headlines and description with location insertion when creating the new ad or add the customizer when editing an existing ad. You’ll need at least three headlines without location insertion, or you can use the default text.

Make sure your campaign location targeting is set to the right scope for your business, and the level set on your location insertion is appropriate, given your campaign location targeting.

You manage Search campaigns for a restoration company that services all of Oregon. Why is location insertion a valuable feature to use?

  1. It can make sure the ad only serves to users in Oregon.
  2. It can insert “Oregon” into every headline automatically.
  3. It can replace other locations in the campaign’s ad copy to “Oregon.”
  4. It can personalize the headline to an audience’s city within Oregon.

Correct Answer:

  • It can personalize the headline to an audience’s city within Oregon.

With location insertion, you can tailor the text of your responsive search ad to the user’s location or a location they show interest in. Location insertion highlights the location in the ad’s headline or description by mentioning the city, state, or country. The available locations are selected based on the campaign’s location targeting setting.

To begin, you’ll want to set up a responsive search ad. You can adapt your headlines and description with location insertion when creating the new ad or add the customizer when editing an existing ad. You’ll need at least three headlines without location insertion, or you can use the default text.

Make sure your campaign location targeting is set to the right scope for your business, and the level set on your location insertion is appropriate, given your campaign location targeting.

You manage in-house marketing for a travel app company and are looking to develop assets for their app campaign. Which of the following assets follows guidance for standing out with high quality images?

  1. An aerial photo of a travel destination with the logo overlayed
  2. An image of a plane in the sky with lots of blank space
  3. A zoomed out image of travellers enjoying a destination
  4. An action shot taken directly from the app

Correct Answer:

  • An action shot taken directly from the app

Connect with your users by showing the App’s functionality. An action shot taken directly from the app assets follows guidance for standing out with high-quality images. The in-house marketing team should use that image as an asset for their app campaign.

You manage marketing for a home mortgage app company and are looking to develop assets for their app campaign. Which of the following assets follows guidance for standing out with high quality images?

  1. A photo of a family in front of their home with the logo overlayed
  2. A zoomed out image of a family enjoying their home
  3. An image of a home with lots of blank space
  4. An action shot taken directly from the app

Correct Answer:

  • An action shot taken directly from the app

Action shots taken directly from the app would be the assets that follow guidance for standing out with high-quality images. Users will be able to see the quality of images captured by the home mortgage app. It will help you get your app’s functionality introduced to potential users.

You manage marketing for a local tourism company and you’re creating a Discovery campaign with the goal of generating leads. Which of the following images should you upload?

  1. Only your main website photo
  2. Images of tourists enjoying their tour in scenic locations
  3. Only your best-performing image from social media
  4. Images of tourists in locations both on and off the tour

Correct Answer:

  • Images of tourists enjoying their tour in scenic locations

Images of tourists enjoying their tours in scenic locations should be used for a local tourism company’s discovery campaign. High-quality images that are contextually relevant tell a more engaging story about your products or services and are more likely to inspire action.

Read more here: https://skillshop.exceedlms.com/student/path/439742/activity/700863

You manage marketing for an online clothing company and want to optimize your display campaigns before increasing their budgets. Which of the following actions should you take?

  1. Add new assets multiple times per week.
  2. Pause the campaign.
  3. Replace all the assets at once.
  4. Remove and replace low-performing assets.

Correct Answer:

  • Remove and replace low-performing assets.

If it’s been two weeks since you set up your campaign, you are supposed to check your asset report. If you find any of your short headlines and images have a low-performance score, so it’s recommended to replace them.

You manage marketing within a direct-to-consumer auto parts company and are aiming to drive sales online. What technique should you use to connect with viewers through video ads?

  1. You should feature products in only the first and last five seconds.
  2. You should avoid humor as it’s more subjective.
  3. You should focus on audio and supers to reinforce your message.
  4. You should keep the value proposition and use case precise.

Correct Answer:

  • You should keep the value proposition and use case precise.

Keep your value proposition, use case, and pricing precise and sharp.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573761

You manage marketing within a direct-to-consumer homewares company and are aiming to drive online sales. How should you approach connecting with viewers through video ads?

  1. Feature products in only the first and last five seconds.
  2. Avoid humor as it’s more subjective.
  3. Keep the value proposition and use case precise.
  4. Focus on audio and supers to reinforce your message.

Correct Answer:

  • Keep the value proposition and use case precise.

Keep your value proposition, use case, and pricing precise and sharp.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573761

You own a small furniture company and have been driving online sales with video campaigns, but you’d like to optimize your existing video ad creative. How should you edit existing ad creative to drive more online sales?

  1. Convey multiple messages to resonate with the masses.
  2. Humanize the ad with customer testimonials.
  3. Provide multiple options for how viewers can take action.
  4. Use more close-ups of the product to make it the focus of the ad.

Correct Answer:

  • Use more close-ups of the product to make it the focus of the ad.

Keep your focus squarely on the product and avoid distracting from the selling moment. Create product visibility from the start and maintain it throughout. Use close-ups to show what you’re selling.

You own a small hardware company and have been driving online sales with video campaigns. How should you edit existing ad creative to optimize your existing ads and drive more online sales?

  1. Humanize the ad with customer testimonials.
  2. Convey multiple messages to resonate with the masses.
  3. Provide multiple options for how viewers can take action.
  4. Use more close-ups of the product to make it the focus of the ad.

Correct Answer:

  • Use more close-ups of the product to make it the focus of the ad.

Keep your focus squarely on the product and avoid distracting from the selling moment. Create product visibility from the start and maintain it throughout. Use close-ups to show what you’re selling.

You own an independent sporting goods store and have been driving online sales with video campaigns. How should you optimize your existing video ad creative to drive more online sales?

  1. Convey multiple messages to resonate with the masses.
  2. Provide multiple options for how viewers can take action.
  3. Humanize the ad with customer testimonials.
  4. Use more close-ups of the product to make it the focus of the ad.

Correct Answer:

  • Use more close-ups of the product to make it the focus of the ad.

Keep your focus squarely on the product and avoid distracting from the selling moment. Create product visibility from the start and maintain it throughout. Use close-ups to show what you’re selling.

You run a specialty foods shop that is new to the market and want to use video advertising to differentiate your business to potential customers. How should you brand early, often, and richly?

  1. Only highlight the brand in the first five seconds of the ad.
  2. Keep audio to a minimum so viewers focus on visuals.
  3. Keep your brand subtle to avoid overwhelming viewers.
  4. raw on a wide palette of branding elements.

Correct Answer:

  • raw on a wide palette of branding elements.

Draw on a wide palette of branding elements: Think expansively about branding elements when thinking brand. Use those that fit your message and objective.

You run an auto repair company that is new to the market and want to use video advertising to differentiate your business to potential customers. How should you brand early, often, and richly?

  1. Only highlight the brand in the first five seconds of the ad.
  2. Keep audio to a minimum so viewers focus on visuals.
  3. Keep your brand subtle to avoid overwhelming viewers.
  4. Draw on a wide palette of branding elements.

Correct Answer:

  • Draw on a wide palette of branding elements.

Draw on a wide palette of branding elements: Think expansively about branding elements when thinking brand. Use those that fit your message and objective.

You want to boost conversion rates further for important audiences that have a high rate of conversion in your video campaign. How can you use Google’s experimentation tool to achieve this?

  1. Test the same creative against two important audience segments.
  2. Test multiple creatives against two important audience segments.
  3. Test one creative against all-important audience segments.
  4. Test multiple creatives against one important audience segment.

Correct Answer:

  • Test multiple creatives against one important audience segment.

Consumer behaviour is rapidly evolving, so constant experimentation and testing are necessary to stay relevant. The most successful video campaigns continually test different versions of creative executions and iterate based on performance.

Video experiments are Google’s most effective tool for helping improve creative effectiveness. It lets you run quick creative or audience tests to improve your video ad performance, with no additional spend. Think of it as a real-time testing canvas to help you make informed decisions about which creative is driving the best results, or which audiences are responding to your message.

You want to improve a video ad’s effectiveness. Which post-production edit will help you achieve your goal?

  1. Increase the pace and tighten the framing.
  2. Lower the brightness to optimize for mobile device viewing.
  3. Add closed captions since most viewers will watch with sound off.
  4. Remove supers so they don’t compete with the audio.

Correct Answer:

  • Increase the pace and tighten the framing.

Think mobile and smaller, dimmer screens. Tighter framing, bright footage, large text and faster pacing help stand out.

You want to to improve a video ad’s effectiveness. Which post-production edit will help you achieve your goal?

  1. Lower the brightness to optimize for mobile device viewing.
  2. Add closed captions since most viewers will watch with sound off.
  3. Remove supers so they don’t compete with the audio.
  4. Increase the pace and tighten the framing.

Correct Answer:

  • Increase the pace and tighten the framing.

Think mobile and smaller, dimmer screens. Tighter framing, bright footage, large text and faster pacing help stand out.

You work for a creative agency and are aiming to drive awareness for a global beauty brand’s new product. How should you connect with potential customers through a video ad?

  1. Include a specific call-to-action (CTA).
  2. Avoid humor as it’s more subjective.
  3. Share multiple messages about the many ways this product solves a problem.
  4. Feature diverse characters that represent your customer.

Correct Answer:

  • Feature diverse characters that represent your customer.

Featuring diverse characters in terms of race, ethnicity, age, gender, etc. can help viewers relate to and connect with your brand. Representation doesn’t necessarily mean showcasing multiple people; sometimes one person can be representative of a diverse group.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573759

You work for a creative agency and are aiming to grow consideration for a software company’s project management product. How should you approach making this video ad?

  1. Share multiple messages about the many ways this product solves a problem.
  2. Make people core to the story and keep branding subtle.
  3. Use technical jargon that will resonate with important audiences.
  4. Use product demos and how-to’s to put the product in context.

Correct Answer:

  • Use product demos and how-to’s to put the product in context.

Use product demos, before and afters, or how-to’s to put the product in context and show rather than tell.

Product sound effects and voice-over help provide added context and guide viewers through the product experience.

You work for a creative agency and are looking to understand how many viewers watched key moments or skipped your video ad. Which tool could help you uncover this information?

  1. Ads Creative Studio
  2. Create with Google
  3. Google’s ABCDs of effective creative
  4. Video Creative Analytics

Correct Answer:

  • Video Creative Analytics

Get powerful insights on your ads with reporting and analytics.

After launching a campaign, Video Creative Analytics helps you see how many people watched the key moments in your ads. You can see, second by second, when they abandoned or skipped your ad.

Use this information to optimize and inform creative decisions, build new experiments, and get ideas for sequences and customization. It’s a great tool for customers looking for more data and insights behind their video creative beyond the standard media metrics.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/650609

Read more here: https://support.google.com/google-ads/answer/6086441

You work for a creative agency and want to drive awareness for a clothing brand’s new product. How should you connect with potential customers through a video ad?

  1. Include messages about the different ways the product solves a customer’s problem.
  2. Utilize a specific call-to-action (CTA).
  3. Avoid humour as it’s more subjective.
  4. Include diverse characters that are representative of your customer base.

Correct Answer:

  • Include diverse characters that are representative of your customer base.

Featuring diverse characters in terms of race, ethnicity, age, gender, etc. can help viewers relate to and connect with your brand. Representation doesn’t necessarily mean showcasing multiple people; sometimes one person can be representative of a diverse group.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573759

You work for a creative agency and your client is having trouble connecting meaningfully with potential customers. Which technique should you use to help people think or feel something?

  1. Convey multiple messages to resonate with the masses.
  2. Avoid humor as it’s more subjective.
  3. Showcase discounts and sales to drive interest.
  4. Humanize the story.

Correct Answer:

  • Humanize the story.

Featuring people can help you tell a better product story and relate to your consumer. Focusing on people can increase a viewer’s expressiveness (i.e., their emotional reaction, gauged by facial expression) as they see an ad. This increase in expressiveness is tied to cross-funnel campaign improvement.

The rule: If people appear in your video, open with them on screen. And if it fits with your storyline, have them address your audience directly.

The reason: Faces attract immediate attention, heighten emotional motivation, and increase engagement

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573845

You work for a creative agency making video ads for a client that’s struggled to meaningfully connect with potential customers in their ads. Which of the following is an approach to help people think or feel something?

  1. Avoid humor as it’s more subjective.
  2. Showcase discounts and sales to drive interest.
  3. Humanize the story.
  4. Convey multiple messages to resonate with the masses.

Correct Answer:

  • Humanize the story.

Featuring people can help you tell a better product story and relate to your consumer. Focusing on people can increase a viewer’s expressiveness (i.e., their emotional reaction, gauged by facial expression) as they see an ad. This increase in expressiveness is tied to cross-funnel campaign improvement.

The rule: If people appear in your video, open with them on screen. And if it fits with your storyline, have them address your audience directly.

The reason: Faces attract immediate attention, heighten emotional motivation, and increase engagement

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573845

You work for a design firm and manage their Search campaigns for all of Ohio. Why is location insertion a valuable feature for you?

  1. It can replace other locations in the campaign’s ad copy to “Ohio.”
  2. It can personalize the headline to an audience’s city within Ohio.
  3. It can insert “Ohio” into every headline automatically.
  4. It can make sure the ad only serves to users in Ohio.

Correct Answer:

  • It can personalize the headline to an audience’s city within Ohio.

With location insertion, you can tailor the text of your responsive search ad to the user’s location or a location they show interest in. Location insertion highlights the location in the ad’s headline or description by mentioning the city, state, or country. The available locations are selected based on the campaign’s location targeting setting.

To begin, you’ll want to set up a responsive search ad. You can adapt your headlines and description with location insertion when creating the new ad or add the customizer when editing an existing ad. You’ll need at least three headlines without location insertion, or you can use the default text.

Make sure your campaign location targeting is set to the right scope for your business, and the level set on your location insertion is appropriate, given your campaign location targeting.

You work for a grocery delivery service and your goal is to drive sign-ups for free trials. How can help you achieve this goal using a video ad with an action objective?

  1. Focus on people to get the product noticed.
  2. Include a clear call-to-action with minimal audio to avoid overwhelming viewers.
  3. Focus on audio and supers to reinforce your message.
  4. Set the context and include a clear call-to-action.

Correct Answer:

  • Set the context and include a clear call-to-action.

A CTA is only as strong as the context it’s in. Add enticing value as a powerful nudge.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573761

You work for a major retailer that has an annual sale. What feature would help you ensure that Search ads accurately reflect details about the sale?

  1. Location insertion
  2. Keyword insertion
  3. Dynamic customizer
  4. Countdown customizer

Correct Answer:

  • Countdown customizer

Let potential customers know about sales or special events by adding a countdown to your ad text. Countdown customizers count down by day, then by the hour, and finally by the minute.

You can add one countdown customizer per ad in the headline or description fields. You’ll also need at least three headlines without ad customizers for the ad to be created.

Countdown customizers come in both COUNTDOWN and GLOBAL_COUNTDOWN formats. Use GLOBAL_COUNTDOWN if you’re counting down to a time that’s consistent globally, as the time of a sports match.

You work for a media agency and are looking to optimize your client’s responsive display ads to boost performance. Which of the following actions should you take to start?

  1. Pause the campaign.
  2. Add new assets that should perform better.
  3. Duplicate the campaign.
  4. Review the asset report labels.

Correct Answer:

  • Review the asset report labels.

Once your campaign is created, review the asset report every two to four weeks to see how your assets are reporting alongside similar assets.

You work for a media agency and need to make sure all of your clients’ Search ads accurately reflect key details about their annual sale. Which feature should you use to accomplish this?

  1. Keyword insertion
  2. Dynamic customizer
  3. Location insertion
  4. Countdown customizer

Correct Answer:

  • Countdown customizer

Let potential customers know about sales or special events by adding a countdown to your ad text. Countdown customizers count down by day, then by the hour, and finally by the minute.

You can add one countdown customizer per ad in the headline or description fields. You’ll also need at least three headlines without ad customizers for the ad to be created.

Countdown customizers come in both COUNTDOWN and GLOBAL_COUNTDOWN formats. Use GLOBAL_COUNTDOWN if you’re counting down to a time that’s consistent globally, as the time of a sports match.

You work for a software start up and are aiming to drive sign-ups for free trials. Which of the following would achieve this in a video ad with an action objective?

  1. Focus on people to get the product noticed.
  2. Include a clear call-to-action with minimal audio to avoid overwhelming viewers.
  3. Focus on audio and supers to reinforce your message.
  4. Set the context and include a clear call-to-action.

Correct Answer:

  • Set the context and include a clear call-to-action.

A CTA is only as strong as the context it’s in. Add enticing value as a powerful nudge.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573761

You work for a subscription-based online fitness platform and your goal is to drive sign-ups for free trials. Which of the following would help accomplish this in a video ad with an action objective?

  1. Include a clear call-to-action with minimal audio to avoid overwhelming viewers.
  2. Focus on people to get the product noticed.
  3. Focus on audio and supers to reinforce your message.
  4. Set the context and include a clear call-to-action.

Correct Answer:

  • Set the context and include a clear call-to-action.

A CTA is only as strong as the context it’s in. Add enticing value as a powerful nudge.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573761

You work for an agency managing app campaigns for a client. They’ve achieved strong performance with their existing creative, but the same assets have been used for a long time. How can you keep creative fresh for users while avoiding a fluctuation in results?

  1. Replace assets that have a low performance label in the asset report.
  2. Replace all the assets at once so they can be distributed evenly.
  3. Remove the image assets so the campaign utilizes more video assets for a multi-sensory experience.
  4. Remove the assets and add new ones that follow best practices even more closely.

Correct Answer:

  • Replace assets that have a low performance label in the asset report.

Refreshing creatives is important and should happen every two or three months, as users get tired of viewing the same creatives after a while.

Start with replacing assets that have a performance grouping label of “low” (this information can be found in the ACe Asset Report).

Read more here: https://skillshop.exceedlms.com/student/path/443761/activity/700877

You work in marketing for an online retailer who wants to increase website sales. Which technique should you use in your video ad to ask people to take action?

  1. Provide multiple options for how viewers can take action.
  2. Include a generic call-to-action (CTA).
  3. Keep audio to a minimum so viewers focus on the call-to-action (CTA).
  4. Include a specific call-to-action (CTA).

Correct Answer:

  • Include a specific call-to-action (CTA).

Include a call-to-action (CTA): Be intentional and add a CTA driving a specific objective. Say what you’d like viewers to do. Using specific calls-to-action (for example, Visit site, Sign up, Buy now) or including a Search bar are tactics that correlate positively with all brand metrics.

Read more here: https://www.thinkwithgoogle.com/_qs/documents/8472/ABCD_Complete_V7b_HR_1.pdf

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573761

Your aim is to connect with viewers and make your brand stand out to potential customers. How can you achieve this through a video ad with an awareness objective?

  1. Set the context and include a clear call-to-action.
  2. Leverage key differentiators such as competitive claims and endorsements.
  3. Convey multiple messages to resonate with the masses.
  4. Brand often, especially in the last five seconds.

Correct Answer:

  • Leverage key differentiators such as competitive claims and endorsements.

Lean into what makes you different. Leverage competitive claims, comparisons, or endorsements to establish your key differentiators.

Brands can get creative in communicating their differentiating elements to viewers, and leveraging competitive claims, comparisons, or endorsements to establish key differentiators is successful to driving upper-funnel performance.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573759

Your app campaign has been successful but you’ve been using the same assets for a long time. How can you keep creative fresh for users without sacrificing results?

  1. Replace all the assets at once so they can be distributed evenly.
  2. Remove the image assets so the campaign utilizes more video assets for a multi-sensory experience.
  3. Remove the assets and add new ones that follow best practices even more closely.
  4. Replace assets that have a low performance label in the asset report.

Correct Answer:

  • Replace assets that have a low performance label in the asset report.

Refreshing creatives is important and should happen every two or three months, as users get tired of viewing the same creatives after a while.

Start with replacing assets that have a performance grouping label of “low” (this information can be found in the ACe Asset Report).

Read more here: https://skillshop.exceedlms.com/student/path/443761/activity/700877

Your fitness company is new to the market and wants to differentiate itself to potential customers through video advertising. Which of the following is a way to brand early, often, and richly?

  1. Keep audio to a minimum so viewers focus on visuals.
  2. Only highlight the brand in the first five seconds of the ad.
  3. Keep your brand subtle to avoid overwhelming viewers.
  4. Draw on a wide palette of branding elements.

Correct Answer:

  • Draw on a wide palette of branding elements.

Draw on a wide palette of branding elements: Think expansively about branding elements when thinking brand. Use those that fit your message and objective.

You’re aiming to drive awareness for an international cosmetic brand’s new product. How should you connect with potential customers through a video ad?

  1. Convey messages about the many ways this product solves a customer problem.
  2. Show diverse characters representative of your customers.
  3. Avoid humor as it’s more subjective.
  4. Use a specific call-to-action (CTA).

Correct Answer:

  • Show diverse characters representative of your customers.

App campaigns rely on creative rotation powered by machine learning to choose the right creative for the right inventory, the right user, and the right moment. Use diverse creatives in content, theme, length, and orientation.

Read more here: https://skillshop.exceedlms.com/student/path/443761/activity/700877

You’re an in-house marketer for an e-commerce business aiming to increase website sales. What should you do in the video ad to ask people to take action?

  1. Provide multiple options for how viewers can take action.
  2. Keep audio to a minimum so viewers focus on the call-to-action (CTA).
  3. Include a generic call-to-action (CTA).
  4. Include a specific call-to-action (CTA).

Correct Answer:

  • Include a specific call-to-action (CTA).

Include a call-to-action (CTA): Be intentional and add a CTA driving a specific objective. Say what you’d like viewers to do. Using specific calls-to-action (for example, Visit site, Sign up, Buy now) or including a Search bar are tactics that correlate positively with all brand metrics.

Read more here: https://www.thinkwithgoogle.com/_qs/documents/8472/ABCD_Complete_V7b_HR_1.pdf

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573761

You’re creating a Discovery campaign for your t-shirt business and want to select imagery that follows creative guidance. Which of these images follows this guidance?

  1. An image of your best-selling t-shirt displayed in a retail scene.
  2. An image of your best-selling t-shirt zoomed in so customers can see the quality of the fabric.
  3. An image of your best-selling t-shirt with a white background
  4. An image of someone wearing your best-selling t-shirt

Correct Answer:

  • An image of someone wearing your best-selling t-shirt

Creative guidance suggests using the image of top-performing products. You can take the image that has driven a higher number of leads. Considering the above scenario, it would be a good suggestion to use An image of someone wearing your best-selling t-shirt.

Read more here: https://support.google.com/google-ads/answer/9176942

You’re creating a responsive display ad and want to make sure you’re following best practices. How many headlines, images, and short descriptions should you prepare?

  1. 7
  2. 3
  3. 2
  4. 5

Correct Answer:

  • 5

Images: Recommended 5 to 10 images per aspect ratio — 1 square and 1 landscape image is required.

Short headline: Appears as the first line of your ad. Recommended 5 short headlines.

Descriptions: Provide additional context or details. Recommended 5 descriptions.

You’re creating a storyboard for a video ad and want to engage viewers. Which of the following is a way to hook and sustain attention?

  1. Use engaging pacing and tight framing.
  2. Build suspense with a slow pace to start.
  3. Set up scenes to be zoomed out so viewers can see all story elements.
  4. Keep visuals low-contrast to avoid overwhelming viewers.

Correct Answer:

  • Use engaging pacing and tight framing.

YouTube is watched across a range of devices, so be sure to consider the smaller screen.

Use tighter framing, faster pacing, large-type supers, brightness, and contrast to make sure your ad is visible on a small screen.

Think mobile and smaller, dimmer screens. Tighter framing, bright footage, large text and faster pacing help stand out.

Get to the heart of the story faster, and use engaging pacing and tight framing to drop viewers in.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573845

You’re creating a storyboard to make your first video asset for an app campaign. Which of the following should you prioritize?

  1. Making the brand known by pairing the logo with zoomed-out shots
  2. Emotional appeal through compelling storytelling to connect deeply with potential users
  3. Establishing the problem with an actor on-screen, followed by them using the app to solve the problem
  4. Showing the product experience as quickly as possible, with tightly framed shots focusing on app use and benefits

Correct Answer:

  • Showing the product experience as quickly as possible, with tightly framed shots focusing on app use and benefits

App ads should start quickly and get into the actual experience of the app as fast as possible. For many top-performing ads, the app is the ad — either a direct experience of the app itself or a quick demo of the app’s capabilities.

App ads should create a connection to the app experience, rather than a human experience of the app. Many top-performing ads don’t show people at all, only their hands. Some don’t rely on a complete story, instead of using music to create an instant connection, or doing a demo of the app itself.

You’re creating a video ad for a hotel chain and your goal is to drive reservations through its website. Which call-to-actions (CTAs) should you use in the ad?

  1. Call now
  2. Learn more
  3. Check us out
  4. Book now

Correct Answer:

  • Book now

Include a call-to-action (CTA): Be intentional and add a CTA driving a specific objective. Say what you’d like viewers to do. The research is clear: Asking the audience to take action and directing them to do what you want is a positive factor across marketing objectives. Giving your audience a clear CTA to reinforce your message and encouraging them to act is key.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573761/

You’re creating a video ad for a spa and your goal is to drive reservations through the spa’s website. Which call-to-actions (CTAs) should you use in the ad?

  1. Call now
  2. Learn more
  3. Check us out
  4. Book now

Correct Answer:

  • Book now

If you’re creating a video ad for a spa with goal to drive reservations through the spa’s website, You should use “Book Now” call-to-actions (CTAs) in the Video ad.

Include a call-to-action (CTA): Be intentional and add a CTA driving a specific objective. Say what you’d like viewers to do. The research is clear: Asking the audience to take action and directing them to do what you want is a positive factor across marketing objectives. Giving your audience a clear CTA to reinforce your message and encouraging them to act is key.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573761/

You’re creating a video ad to generate leads for a phone repair service. How should you present the ask for viewers to take action?

  1. Humanize the ad with customer testimonials.
  2. Convey multiple messages to resonate with the masses.
  3. Provide multiple options for how viewers can take action.
  4. Introduce the product or problem, then follow up with a relevant call-to-action.

Correct Answer:

  • Introduce the product or problem, then follow up with a relevant call-to-action.

If you’re creating a video ad to generate leads for a phone repair service, you should introduce the product or problem, then follow up with a relevant call-to-action. This is how you should present the ask for viewers to take action.

Deliver your most important messages early in the video, in case of viewers stop watching before it’s over. If you are creating a video ad to generate leads for a phone repair service, make sure to introduce the product or problem, then follow up with a relevant call-to-action.

You’re creating a video ad with a purpose to ask people to take action. Which technique would best support that goal?

  1. Provide multiple options for how viewers can take action.
  2. Include a generic call-to-action (CTA).
  3. Keep audio to a minimum so viewers focus on the call-to-action (CTA).
  4. Include a specific call-to-action (CTA).

Correct Answer:

  • Include a specific call-to-action (CTA).

If you’re creating a video ad with the purpose to ask people to take action. Including a specific call-to-action (CTA) would best support that goal.

Include a call-to-action (CTA): Be intentional and add a CTA driving a specific objective. Say what you’d like viewers to do. Using specific calls-to-action (for example, Visit site, Sign up, Buy now) or including a Search bar are tactics that correlate positively with all brand metrics.

Read more here

Read more here: https://www.thinkwithgoogle.com/_qs/documents/8472/ABCD_Complete_V7b_HR_1.pdf

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573761

You’re creating a video ad with the aim of growing consideration for a product. How should you approach making this video ad?

  1. Brand often, especially in the last five seconds.
  2. Brand only at the beginning and end of the ad.
  3. Brand often, especially in the first five seconds.
  4. Brand only at the beginning of the ad.

Correct Answer:

  • Brand often, especially in the last five seconds.

If you’re creating a video ad with the aim of growing consideration for a product, while making the video ads you should brand often, especially in the last five seconds.

The brand often: Get to the brand quickly, and use multiple audio and visual cues. Keep branding strongly and consistently until the end. Reinforce by closing on the product/logo and using audio mentions in the last five seconds.

The frequency of branding is important for consideration, and the last five seconds are particularly important. Closing on the product and logo and using audio mentions in the last five seconds are among the top consideration drivers

Introducing your brand and/or product within the first five seconds and maintaining that presence is positively correlated across the marketing funnel. NielsenNeuro found that integrating your brand or product early helps orient the viewer and allows for more fluid processing, which helps increase engagement.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573760

You’re creating a video ad with the goal of growing consideration for a new mobile application. How should you approach making this video ad?

  1. Make people core to the story and keep branding subtle.
  2. Use technical jargon that will resonate with important audiences.
  3. Share multiple messages about the many ways this product solves a problem.
  4. Use product demos and how-to’s to put the product in context.

Correct Answer:

  • Use product demos and how-to’s to put the product in context.

If You’re creating a video ad with the goal of growing consideration for a new mobile application, you should Use product demos and how-to’s to put the product in context.

Use product demos, before and afters, or how-to’s to put the product in context and show rather than tell.

Product sound effects and voice-over help provide added context and guide viewers through the product experience.

You’re creating your first video ad and your aim is to drive consideration for your brand’s offering. How should you hero the product?

  1. Brand only at the beginning and end of the ad.
  2. Brand only at the beginning of the ad.
  3. Brand often, especially in the first five seconds.
  4. Brand often, especially in the last five seconds.

Correct Answer:

  • Brand often, especially in the last five seconds.

If you’re creating your first video ad and your aim is to drive consideration for your brand’s offering, you should brand often, especially in the last five seconds.

Brand often: Get to the brand quickly, and use multiple audio and visual cues. Keep branding strongly and consistently until the end. Reinforce by closing on the product/logo and using audio mentions in the last five seconds.

Frequency of branding is important for consideration, and the last five seconds are particularly important. Closing on the product and logo and using audio mentions in the last five seconds are among the top consideration drivers

Introducing your brand and/or product within the first five seconds and maintaining that presence is positively correlated across the marketing funnel. NielsenNeuro found that integrating your brand or product early helps orient the viewer and allow for more fluid processing, which helps increase engagement.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573760

You’re developing a storyboard for a video ad. Which technique should you use to grab and sustain viewers’ attention?

  1. Build suspense with a slow pace to start.
  2. Keep visuals low-contrast to avoid overwhelming viewers.
  3. Set up scenes to be zoomed out so viewers can see all story elements.
  4. Use engaging pacing and tight framing.

Correct Answer:

  • Use engaging pacing and tight framing.

There is a technique you should use to grab and sustain viewers’ attention in the storyboard for a video ad. Use engaging pacing and tight framing to engage viewers in the storyboard for a video ad.

YouTube is watched across a range of devices, so be sure to consider the smaller screen.

Use tighter framing, faster pacing, large-type supers, brightness, and contrast to make sure your ad is visible on a small screen.

Think mobile and smaller, dimmer screens. Tighter framing, bright footage, large text and faster pacing help stand out.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573845

You’re hoping to boost your client’s performance by optimizing their responsive display ads. Which action should you take first?

  1. Add new assets that should perform better.
  2. Pause the campaign.
  3. Duplicate the campaign.
  4. Review the asset report labels.

Correct Answer:

  • Review the asset report labels.

You should review the asset report labels if You’re hoping to boost your client’s performance by optimizing their responsive display ads.

Once your campaign is created, review the asset report every two to four weeks to see how your assets are reporting alongside similar assets.

You’re implementing an experiment. Which of these approaches should you follow as a best practice?

  1. Assign two campaigns to each experiment arm.
  2. Start with multiple hypotheses.
  3. Divide your audience into as many arms as possible.
  4. Test one variable for each experiment.

Correct Answer:

  • Test one variable for each experiment.

If you’re implementing an experiment, test one variable for each experiment. This approach is considered as a best practice.

Decide on a clear hypothesis before creating an experiment, and only test one variable to help ensure your experiment is clean and yields discernible results.

A common mistake is that more than one variable is adjusted (e.g., you’re looking to test creative, but each experiment arm has a slightly different budget). Doing so makes the experiment “unclean,” as you’re unable to discern which change caused the impact.

Read more here: https://skillshop.exceedlms.com/student/activity/69415-test-and-measure-creative-with-video-experiment/

You’re looking to connect with viewers and make your brand stand out to potential customers. How can you achieve these goals using a video ad with an awareness objective?

  1. Convey multiple messages to resonate with the masses.
  2. Set the context and include a clear call-to-action.
  3. Brand often, especially in the last five seconds.
  4. Leverage key differentiators such as competitive claims and endorsements.

Correct Answer:

  • Leverage key differentiators such as competitive claims and endorsements.

You can connect with viewers and make your brand stand out to potential customers. Leverage key differentiators such as competitive claims and endorsements.

Lean in to what makes you different. Leverage competitive claims, comparisons, or endorsements to establish your key differentiators.

Brands can get creative in communicating their differentiating elements to viewers, and leveraging competitive claims, comparisons, or endorsements to establish key differentiators is successful to driving upper-funnel performance.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573759

You’re making a video ad for a travel company with the goal of driving bookings on their website. Which of the following call-to-actions (CTAs) should you use in the ad?

  1. Learn more
  2. Check us out
  3. Call now
  4. Book now

Correct Answer:

  • Book now

If you’re creating a video ad for a travel company with the goal of driving bookings on their website, you should use “Book Now” call-to-actions (CTAs) in the Video ad.

Include a call-to-action (CTA): Be intentional and add a CTA driving a specific objective. Say what you’d like viewers to do. The research is clear: Asking the audience to take action and directing them to do what you want is a positive factor across marketing objectives. Giving your audience a clear CTA to reinforce your message and encouraging them to act is key.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573761/

You’re making a video ad to generate leads for a cleaning services company. How should you present the ask for viewers to take action?

  1. Convey multiple messages to resonate with the masses.
  2. Humanize the ad with customer testimonials.
  3. Provide multiple options for how viewers can take action.
  4. Introduce the product or problem, then follow up with a relevant call-to-action.

Correct Answer:

  • Introduce the product or problem, then follow up with a relevant call-to-action.

You should introduce the cleaning product or problem, and then follow up with a relevant call-to-action in your video ads. This is how you can generate leads through ads for your cleaning service company.

Deliver your most important messages early in the video, in case of viewers stop watching before it’s over. If you are making a video ad to generate leads for a cleaning services company, make sure to introduce the product or problem, then follow up with a relevant call-to-action.

You’re managing app campaigns for a client and notice that they’ve achieved strong performance with their current creative, but have been using the same assets for a long time. How can you keep creative fresh for users while maintaining consistent results?

  1. Remove the assets and add new ones that follow best practices even more closely.
  2. Replace all the assets at once so they can be distributed evenly.
  3. Remove the image assets so the campaign utilizes more video assets for a multi-sensory experience.
  4. Replace assets that have a low performance label in the asset report.

Correct Answer:

  • Replace assets that have a low performance label in the asset report.

By replacing the assets that have a low-performance label in the asset report, you can keep creative fresh for users while maintaining consistent results.

Refreshing creatives is important and should happen every two or three months, as users get tired of viewing the same creatives after a while.

Start with replacing assets that have a performance grouping label of “low” (this information can be found in the ACe Asset Report).

Read more here: https://skillshop.exceedlms.com/student/path/443761/activity/700877

You’re managing app campaigns for a financial services company. Which of the following assets should you use?

  1. A video that tells a complete story, including the user’s financial problem and how the app solves it
  2. A headline that states the name of the app and a call-to-action to download
  3. An image of someone holding a phone with the app on-screen and a logo overlayed
  4. A screen-capture video of someone exploring their financial performance page

Correct Answer:

  • A screen-capture video of someone exploring their financial performance page

If you’re managing app campaigns for a financial services company, you should use a screen-capture video of someone exploring their financial performance page.

Emphasize app experience over storytelling. Emotional appeal is important, but prioritize showing the product experience as quickly as possible, with tightly framed shots focusing on app use and benefits.

Read more here: https://skillshop.exceedlms.com/student/path/443761/activity/700877

You’re managing app campaigns for a project management software company. Which of the following assets should you use?

  1. An image of someone holding a phone with the app on-screen and a logo overlayed
  2. A video that tells a complete story, including the user’s project management problem and how the app solves it
  3. A headline that states the name of the app and a call-to-action to download
  4. A screen-capture video of someone using the software to track their team’s progress

Correct Answer:

  • A screen-capture video of someone using the software to track their team’s progress

If you’re managing app campaigns for a project management software company, you should use a screen-capture video of someone using the software to track their team’s progress.

Emphasize app experience over storytelling. Emotional appeal is important, but prioritize showing the product experience as quickly as possible, with tightly framed shots focusing on app use and benefits.

Read more here: https://skillshop.exceedlms.com/student/path/443761/activity/700877

You’re managing app campaigns for a tax services software company. Which of the following assets should you use?

  1. An image of someone holding a phone with the app on-screen and a logo overlayed
  2. A headline that states the name of the app and a call-to-action to download
  3. A video that tells a complete story, including the user’s tax problem and how the app solves it
  4. A screen-capture video of someone using the software to fill out their tax return

Correct Answer:

  • A screen-capture video of someone using the software to fill out their tax return

If you’re managing app campaigns for a tax services software company, you should use a screen-capture video of someone using the software to fill out their tax return.

Emphasize app experience over storytelling. Emotional appeal is important, but prioritize showing the product experience as quickly as possible, with tightly framed shots focusing on app use and benefits.

Read more here: https://skillshop.exceedlms.com/student/path/443761/activity/700877

You’re managing your first app campaign and understand that text is an important input, but you’re not sure what to write for the headlines and descriptions. Which describes the guidance for writing effective headlines and descriptions for app campaigns?

  1. Headlines should state only the name of the app and description lines should aim to educate and inform.
  2. Headllines should include a call-to-action and description lines should include statistics about the app’s popularity.
  3. Headlines should grab users’ attention and description lines should highlight the key features of the app.
  4. Headlines should focus on highlighting the key features of the app and description lines should aim to educate and inform.

Correct Answer:

  • Headlines should focus on highlighting the key features of the app and description lines should aim to educate and inform.

Text is an important input. Writing effective headlines and descriptions for app campaigns. Headlines should focus on highlighting the key features of the app and description lines should aim to educate and inform.

The minimum requirement for app campaigns is to enter two headlines and one description line — but you can do so much more!

Leverage both headlines and description lines

Headlines should focus on highlighting the key features of an app. Description lines should aim to educate and inform.

Read more here: https://skillshop.exceedlms.com/student/path/443761/activity/700877

You’re planning on launching a video campaign or video ad for the first time for your retail business. You have assets like brand images, text, and logos available. Which tool would enable you to launch your first video ad using these assets?

  1. Video Creative Analytics
  2. Google’s ABCDs of effective creative
  3. Ads Creative Studio
  4. Video Creation Tools in Google Ads

Correct Answer:

  • Video Creation Tools in Google Ads

If You have assets like brand images, text, and logos available, the Video Creation Tools in Google Ads would enable you to launch your first video ad using these assets even If You’re planning on launching a video campaign or video ad for the first time for your retail business.

Use this ecosystem of tools to easily produce video ads for free at any point in the campaign creation process.

Within Google Ads, you can animate static assets — images, text, and logos — into a campaign-ready video ad. Choose from a variety of YouTube-optimized video layouts based on your message and goals, customize different creative elements like colors, music, and font, and quickly generate a short YouTube video (six seconds or 15 seconds).

Consider using video creation tools in Google Ads if you have limited experience or resources for producing a video on your own.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/650609

You’re preparing to create your first responsive display ad and want to make sure you follow best practices. How many headlines, images, and short descriptions should you prepare in order to drive strong results?

  1. 3
  2. 2
  3. 7
  4. 5

Correct Answer:

  • 5

5 headlines, images, and short descriptions you should prepare in order to drive strong results, if you’re preparing to create your first responsive display ad and want to make sure you follow best practices.

Images: Recommended 5 to 10 images per aspect ratio — 1 square and 1 landscape image are required.

Short headline: This appears as the first line of your ad. recommended five short headlines.

Descriptions: Provide additional context or details. Recommended 5 descriptions.

You’re selecting imagery to use in a Discovery campaign for your appliance business and want to make sure the images chosen follow creative guidance. Which image should you choose to meet this goal?

  1. An image of your best-selling dishwasher with a white background
  2. An image of your best-selling dishwasher in a large kitchen scene
  3. An image of the inside of your best-selling dishwasher zoomed in so customers can see the storage capabilities
  4. An image of someone using your best-selling dishwasher

Correct Answer:

  • An image of someone using your best-selling dishwasher

If you’re selecting imagery to use in a Discovery campaign for your appliance business, an image of someone using your best-selling dishwasher meet the goal of following the creative guidance.

Creative guidance suggests using the image of top-performing products. You can take the image of someone using your best-selling dishwasher.

Read more here: https://support.google.com/google-ads/answer/9176942

You’re selecting imagery to use in a Discovery campaign for your furniture business. Which of the following images follows creative guidance?

  1. An image of your best-selling couch in a living room scene
  2. An image of your best-selling couch zoomed in so customers can see the fabric
  3. An image of your best-selling couch with a white background
  4. An image of someone sitting on your best-selling couch

Correct Answer:

  • An image of someone sitting on your best-selling couch

If you’re selecting imagery to use in a Discovery campaign for your furniture business, an image of someone sitting on your best-selling couch will follow the creative guidance.

An image of someone sitting on your best-selling couch follows creative guidance. Creative guidance suggests using the image of the top-performing product. You can take the photos that have already been used and performed excellently to drive a higher number of sales.

Read more here: https://support.google.com/google-ads/answer/9176942

You’re setting up keyword insertion for your Search campaign to promote a new line of eco-friendly shirts so that the ad text dynamically adjusts to match queries like “V-neck shirts” and “crew neck shirts.” If the keyword can’t be replaced, however, you want the ad to serve the default phrase “eco-friendly shirts.” How should you set up this keyword insertion in Google Ads?

  • {keyword: V-neck and crew neck} shirts
  • {keyword: eco-friendly} shirts
  • {keyword: V-neck and crew neck shirts}
  • {keyword: eco-friendly shirts}

Correct Answer:

  • {keyword: eco-friendly shirts}

You’re setting up keyword insertion for your Search campaign to promote a new line of sustainable shirts so that the ad text dynamically adjusts to match queries like “cotton shirts” and “linen shirts.” If the keyword can’t be replaced, however, you want the ad to serve the default phrase “sustainable shirts.” How should you set up this keyword insertion in Google Ads?

  1. {keyword: sustainable} shirts
  2. {keyword: cotton and linen shirts}
  3. {keyword: cotton and linen} shirts
  4. {keyword: sustainable shirts}

Correct Answer:

  • {keyword: sustainable shirts}

You’re setting up keyword insertion for your Search campaign to promote a new line of sustainable socks so that the ad text dynamically adjusts to match queries like “sports socks” and “dress socks.” If the keyword can’t be replaced, however, you want the ad to serve the default phrase “sustainable socks.” How should you set up this keyword insertion in Google Ads?

  1. {keyword: sports and dress socks}
  2. {keyword: sustainable} socks
  3. {keyword: sports and dress} socks
  4. {keyword: sustainable socks}

Correct Answer:

  • {keyword: sustainable socks}

You’re the marketing director at a direct-to-consumer home appliances company and are looking to drive online sales. How should you connect with viewers through video ads?

  1. Avoid humor as it’s more subjective.
  2. Focus on audio and supers to reinforce your message.
  3. Feature products in only the first and last five seconds.
  4. Keep the value proposition and use case precise.

Correct Answer:

  • Keep the value proposition and use case precise.

You’re the marketing manager for a whale-watching tour company and are creating a Discovery campaign. You need to choose images that will help generate leads for the business to use in the campaign. Which images should you choose for your campaign to meet your goal?

  1. Only your best-performing image from social media
  2. Only your main website photo
  3. Images of tourists in locations both on and off the tour
  4. Images of tourists enjoying their tour in scenic locations

Correct Answer:

  • Images of tourists enjoying their tour in scenic locations

You’re creating a Discovery campaign and need to choose images that help generate leads for the whale-watching tour company, you should choose the images of tourists enjoying their tour in scenic locations.

Images of tourists enjoying their tours in scenic locations should be used for a local tourism company’s discovery campaign. Because contextually relevant tell a more engaging story about your products or services and are more likely to inspire action.

Read more here: https://skillshop.exceedlms.com/student/path/439742/activity/700863

You’re the marketing manager for an online sporting goods store and have been tasked to optimize the company’s display campaigns before increasing their budgets. What should you do to achieve this goal?

  1. Replace all the assets at once.
  2. Pause the campaign.
  3. Add new assets multiple times per week.
  4. Remove and replace low-performing assets.

Correct Answer:

  • Remove and replace low-performing assets.

You should remove and replace low-performing assets to optimize the company’s display campaigns before increasing their budgets.

If it’s been two weeks since you set up your campaign, you are supposed to check your asset report. If you find any of your short headlines and images have a low-performance score, so it’s recommended to replace them.

You’re working for a direct-to-consumer gourmet coffee retailer and creating your first video ad with the goal of building awareness for your company. What should you do in the first five seconds of the video ad?

  1. Set up the problem the product solves and include a brand logo.
  2. Focus only on the brand logo and audio, and showcase the product after the first five seconds.
  3. Use tightly framed product shots with audio brand mentions.
  4. Use tightly framed product shots without audio to avoid overwhelming viewers.

Correct Answer:

  • Use tightly framed product shots with audio brand mentions.

You’re working for a direct-to-consumer gourmet coffee retailer and creating your first video ad with the goal of building awareness for your company. You should use tightly framed product shots with audio brand mentions in the first five seconds of the video ad.

Reinforce with audio: Use audio brand mentions via on-screen text or voice-overs to supercharge performance.

The first five seconds are an important branding moment for awareness. Use tightly framed product shots with audio brand mentions for an extra kick.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573759

You’re working for a direct-to-consumer wine retailer and making your first video ad with the goal of building awareness for your business. What should you do in the first five seconds of the video ad?

  1. Set up the problem the product solves and include a brand logo.
  2. Focus only on the brand logo and audio, and showcase the product after the first five seconds.
  3. Use tightly framed product shots without audio to avoid overwhelming viewers.
  4. Use tightly framed product shots with audio brand mentions.

Correct Answer:

  • Use tightly framed product shots with audio brand mentions.

You’re working for a direct-to-consumer wine retailer and making your first video ad with the goal of building awareness for your business. You should use tightly framed product shots with audio brand mentions in the first five seconds of the video ad.

Reinforce with audio: Use audio brand mentions via on-screen text or voice-overs to supercharge performance.

The first five seconds are an important branding moment for awareness. Use tightly framed product shots with audio brand mentions for extra kick.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/573759

You’ve created a video ad with an awareness objective, but have noticed that viewers have been dropping off very quickly. You want viewers to pay attention to the entire ad. Which element should you focus on to help viewers better engage?

  1. Call-to-action (CTA)
  2. Supers
  3. Color
  4. Audio

Correct Answer:

  • Audio

If you want viewers to pay attention to the entire ad. You should focus on the Audio element to help viewers better engage with the Video ads that you have created with the awareness objectives.
Consider sound design and voiceovers. YouTube is a sound-on platform, use it to make every execution that much more compelling.

You’ve identified important audiences that have a high rate of conversion from your existing video ads, but want to boost conversion rates further. How can you use Google’s experimentation tool to achieve this?

  1. Test one creative against all-important audience segments.
  2. Test multiple creatives against two important audience segments.
  3. Test the same creative against two important audience segments.
  4. Test multiple creatives against one important audience segment.

Correct Answer:

  • Test multiple creatives against one important audience segment.

If you’ve identified important audiences that have a high rate of conversion from your existing video ads, also want to boost conversion rates further, you should use Google’s experimentation tool. This tool test multiple creatives against one important audience segment.

Consumer behaviour is rapidly evolving, so constant experimentation and testing are necessary to stay relevant. The most successful video campaigns continually test different versions of creative executions and iterate based on performance.

Video experiments is Google’s most effective tool for helping improve creative effectiveness. It lets you run quick creative or audience tests to improve your video ad performance, with no additional spending. Think of it as a real-time testing canvas to help you make informed decisions about which creative is driving the best results, or which audiences are responding to your message.

You’ve never launched a video campaign or made a video ad before, but you do have brand images, text, and logos available. Which tool could help you make your first video ad from these assets?

  1. Ads Creative Studio
  2. Google’s ABCDs of effective creative
  3. Video Creative Analytics
  4. Video Creation Tools in Google Ads

Correct Answer:

  • Video Creation Tools in Google Ads

If you have brand images, text, and logos available Video Creation Tools in Google Ads can help you make your first video ad from these assets even if You’ve never launched a video campaign or made a video ad before.

Use this ecosystem of tools to easily produce video ads for free at any point in the campaign creation process.

Within Google Ads, you can animate static assets — images, text, and logos — into a campaign-ready video ad. Choose from a variety of YouTube-optimized video layouts based on your message and goals, customize different creative elements like colors, music, and font, and quickly generate a short YouTube video (six seconds or 15 seconds).

Consider using video creation tools in Google Ads if you have limited experience or resources for producing a video on your own.

Read more here: https://skillshop.exceedlms.com/student/path/69408/activity/650609

You’ve noticed that viewers are dropping off very quickly for your existing video ads, and want to engage them more effectively. Which of the following is an effective way to get viewers to pay attention to an ad with an awareness objective?

  1. Supers
  2. Color
  3. Call-to-action (CTA)
  4. Audio

Correct Answer:

  • Audio

If your viewers are dropping off very quickly for your existing video ads, use audio to engage them more effectively. It is an effective way to get viewers to pay attention to an ad with an awareness objective.

Consider sound design and voiceovers. YouTube is a sound-on platform, use it to make every execution that much more compelling.

This page was last edited on 3rd February, 2024 at 4:38 PM (UTC).

I hope this helps! Let me know if you have any other questions.

  • © 2024 Certification Answers - Text is available under the Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0).
    Additional terms may apply. By using this site, you agree to the Terms of Use and Privacy Policy.