Certification Answers

Google Ads Measurement Certification Exam Answers 2024

About this course

Is your Google Ads campaign performing at its best? What could you do to achieve even better results? In this course, you’ll find out how Google Analytics can help you gather and hone in on the metrics that truly matter – and turn fresh insights into powerful actions.

COURSE DETAIL: reorder Modules: 8, access_time Hours: 3, Beginner, Free.

Google Ads – Measurement Certification

Demonstrate your ability to measure and optimize digital ad performance using Google’s measurement solutions. Certified users will show they can understand the metrics that matter and can turn key insights into action to improve Google Ads performance and make an impact on their business.

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

  • Translate your marketing objectives into measurable actions
  • Set up tracking to effectively measure sales, app downloads/installs, and/or leads
  • Understand how to analyze and action on insights from your conversion tracking data
  • Choose the right attribution model for your business goals

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

Prepare for the certification

Note: This assessment is optional but will help prepare you for the certification. Check your understanding of key concepts tested in the certification.

  • Knowledge Check Assessment

Pass the assessment and earn a certification

Complete Required

  • Google Ads Measurement Assessment

Achieve your goals

How can you be sure your marketing dollars aren’t going to waste? We’ll work with you to determine your business goals and translate them into digital marketing that you can easily measure, value and improve.

  • Turn Business Objectives into Marketing Goal

  • Assign Value to What’s Being Measure

  • Evaluate Results and Take Actio

Measure what matters

  • Get Acquainted with Conversion Tracking

  • Set up Conversion Tracking to Meet Your Goals

  • Analyze and Optimize with Conversion Data

Expand your strategy

There are many marketing tools available to you beyond digital advertising. In this section, we’ll work through an introduction to the options available to you through the Google Marketing Platform.

  • Get to know Google My Business

  • Why They Love Google Marketing Platform

Google Ads Measurement certification

  • FavoritesAdd Path to Favorites
  • By Skillshop
  • Duration4.7h
  • DifficultyBeginner
  • Award For Completion

Demonstrate your ability to measure and optimise digital ad performance using Google’s measurement solutions. Certified users will show that they can understand the metrics that matter and can turn key insights into action to improve Google Ads performance and make an impact on their business.

By earning the Google Ads Measurement certification, Google recognises your ability to:

  • Translate your marketing objectives into measurable actions
  • Set up tracking to effectively measure sales, app downloads/installs and/or leads
  • Understand how to analyse and act on insights from your conversion tracking data
  • Choose the right attribution model for your business goals

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

  • Knowledge check assessment
  • Google Ads Measurement Assessment
  • Turn business objectives into marketing goals
  • Assign value to what’s being measured
  • Evaluate results and take action
  • Get acquainted with conversion tracking
  • Set up conversion tracking to meet your goals
  • Analyse and optimise with conversion data
  • Get to know Google My Busines
  • Why they love the Google Marketing Platform

Google Ads – Measurement Certification : Google
https://skillshop.exceedlms.com/student/path/18330-google-ads-measurement-certification

Google Ads – Measurement – Google Digital Garage
https://learndigital.withgoogle.com/digitalgarage/course/measure-google-ads-campaign

Google Ads Measurement certification : Google
https://skillshop.exceedlms.com/student/path/18331-google-ads-measurement-certification

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Certification Questions & Certification Answers

You’re an advertiser at a large agency, and you want to know how marketing mix models work. Which of the following descriptions explains what marketing mix models do?

  1. Marketing mix models evaluate a customer’s long-term marketing value to provide a more accurate view of performance.
  2. Marketing mix models are a way to determine the impact of a specific variable on control and treatment groups.
  3. Marketing mix models use conversion data to calculate the contribution of each interaction across the conversion path.
  4. Marketing mix models are an analysis that shows the impact of marketing on a brand’s sales.

Correct Answer :

  • Marketing mix models are an analysis that shows the impact of marketing on a brand’s sales.

Which Google My Business feature can Curtis use to accomplish this?

  1. Google My Business insights
  2. Google My Business conversion tracking
  3. Google My Business services
  4. Google My Business reviews

Correct Answer :

  • Google My Business insights

To describe enhanced conversions for leads, what would you say?

  1. You’d say it uses hashed, first-party data.
  2. You’d say it uses third-party data.
  3. You’d say it requires customer relationship management (CRM) system modification.
  4. You’d say it requires Google Click Identifier (GCLID) storage.

Correct Answer :

  • You’d say it uses hashed, first-party data.

Madison owns a retail clothing store. Her marketing consultant says that with all the technology at their disposal, customers will go back and forth across multiple channels before choosing to buy an outfit at her store. The consultant recommends that Madison consider an online-to-offline strategy to drive foot traffic to her store. What are two examples of an online-to-offline strategy? (Choose two.)

  1. Lead manipulation
  2. Local Inventory ads
  3. Website-to-email
  4. Search engine optimization
  5. Google Ads location extensions

Correct Answer :

  • Local Inventory ads
  • Google Ads location extensions

Levi is an experienced marketing strategist for a software company that sells a learning platform to public schools. He has developed healthy individual measurement habits that drive his success in constantly evolving his company’s marketing strategies to the changing needs of the schools. What are two habits Levi has developed to help him evaluate and adapt his marketing strategies? (Choose two.)

  1. In meetings, he asks every person, “What do you think?” This allows him to overcome HIPPO, or listening to the “highest paid person’s opinion.”
  2. He runs tests continuously, increasing data points that help inform important strategic decisions.
  3. He isolates and analyzes data that prevents failure, which optimizes the outcomes of his experimental marketing campaigns.
  4. He keeps all sales data in his CRM’s private dashboard, freeing his teammates from seeing data that will distract them from doing their jobs.
  5. He starts his day by looking at how well he is doing on his company’s key performance indicators.

Correct Answer :

  • He runs tests continuously, increasing data points that help inform important strategic decisions.
  • He starts his day by looking at how well he is doing on his company’s key performance indicators.

Larry owns a dry cleaning business and would like to give his customers every opportunity to reach him. His Google My Business panel provides his phone number, but he knows some of his online customers would prefer to text when requesting information. How can Google My Business help Larry?

  1. Larry can set turn on messaging within the Google My Business app.
  2. Larry can set Google My Business to transcribe voice mails to text messages.
  3. Larry can enable messaging by selecting his a default SMS and MMS app.
  4. Larry can set Google My Business to automatically respond to online queries.

Correct Answer :

  • Larry can set turn on messaging within the Google My Business app.

How would a digital marketing consultant describe the Google tag to a new advertiser?

  1. It’s a tag snippet for Google Shopping that’s needed for tracking.
  2. It’s a JavaScript framework, also known as gtag.js.
  3. It will replace Tag Manager, which has less accurate data.
  4. It’s used to deploy and modify both Google and third-party tags.

Correct Answer :

  • It’s a tag snippet for Google Shopping that’s needed for tracking.

A marketing manager wants to know the process by which view-through conversions are counted. How would you say that ’s done?

  1. You’d say that view-through conversions are counted as conversions that are recorded when users view but don’t interact with an ad, then later convert.
  2. You’d say that view-through conversions are counted as conversions that are recorded when new users view and interact with an ad, then later convert.
  3. You’d say that view-through conversions are counted as conversions that are recorded when users view and interact with an ad, then never convert.
  4. You’d say that view-through conversions are counted as conversions that are recorded when repeat users view but don’t interact with an ad, then later convert.

Correct Answer :

  • You’d say that view-through conversions are counted as conversions that are recorded when users view but don’t interact with an ad, then later convert.

A business owner is getting a good amount of traffic from their ads but not enough conversions. What action can they take to improve their conversion rate?

  1. Turn off the ads to stop traffic.
  2. Reduce campaign budgets.
  3. Use more general keywords.
  4. Add more negative keywords.

Correct Answer:

  • Add more negative keywords.

Explanation: To improve conversion rates, adding more negative keywords to your ads can be highly effective. Negative keywords prevent your ad from appearing in searches that are unlikely to convert. For instance, if you sell video game figurines, adding “magazine” as a negative keyword would exclude searches for “video game magazine,” focusing your ad on a more likely-to-purchase audience. This strategy helps attract more qualified traffic, enhancing conversion rates.

A business owner wants to use Google Ads to advertise their website. They’re considering using one of the available Smart Bidding strategies that Google offers. Which of the following is a Smart Bidding strategy?

  1. Manual CPC
  2. Viewable CPM
  3. Enhanced impressions
  4. Target CPA

Correct Answer:

  • Target CPA

Explanation: Target CPA is a Smart Bidding strategy offered by Google Ads. Designed to optimize conversions, it sets bids based on the target cost-per-acquisition (CPA) set by the advertiser. Using advanced machine learning, it automatically tweaks bids and incorporates real-time auction signals to achieve an average CPA across all campaigns that aligns with the set target, all the while accounting for external factors and competition.

Read more here: https://support.google.com/google-ads/answer/6268632

A hungry customer is searching for a place to eat in Florence, Italy, where you happen to own a restaurant called Ristorante Abigaille. The customer performs each of these searches: “restaurant tuscany,” “restaurant florence,” “3 star restaurant florence,” and “3 star restaurant abigaille florence,” then finds your site by clicking on your ads. They make a reservation after selecting your ad that appeared following the “3 star restaurant abigaille florence” search. What keyword would receive credit for this conversion, if using the data-driven attribution model?

  1. Each keyword would receive equal credit (i.e., 25% each) for the conversion, because the conversion would be attributed to each keyword equally.
  2. The first keyword would receive 100% of the credit for the conversion, because the first keyword would be attributed with the conversion.
  3. The last keyword would receive 100% of the credit for the conversion, because the last keyword would be attributed with the conversion.
  4. Each keyword would receive credit for how much it contributed to the conversion, because the conversion would be attributed to each keyword proportionally.

Correct Answer:

  • Each keyword would receive credit for how much it contributed to the conversion, because the conversion would be attributed to each keyword proportionally.

With a data-driven attribution (DDA) model in Google Ads, each keyword the customer searched before making a reservation at Ristorante Abigaille would proportionally receive credit for the conversion. This advanced model leverages historical data to assign credit to impactful ad interactions throughout the conversion journey. It determines the actual contribution of each keyword by identifying patterns in ad interactions that lead to conversions, thus enhancing the understanding of ad effectiveness and optimizing marketing strategies.

A marketer added a conversion tracking tag to a landing page on their company’s website. When analyzing purchasing data, they found duplicate conversions. How can the marketer remove duplicate conversions from their conversion count?

  1. They can sort the data by time and remove duplicate times found on entries.
  2. They can toggle off the possible duplicates option at the top of the chart.
  3. They can modify the event tag to capture a unique order ID.
  4. They can disable the view-through conversion data column.

Correct Answer:

  • They can modify the event tag to capture a unique order ID.

Explanation: To prevent duplicate conversions in Google Ads, a marketer can modify the event tag to capture a unique order ID. When creating a conversion action, if a visitor revisits or refreshes the conversion page, Google Ads may count this as two conversions. Hence, it’s essential to include a unique transaction ID, such as an order confirmation number, in the event tag. This allows Google Ads to identify and disregard duplicate conversions with the same order ID, ensuring a more accurate conversion count.

A marketer wants to analyze the return on investment (ROI) for media. Besides attribution, what method should they use?

  1. They should use conversion lift.
  2. They should use Smart Bidding.
  3. They should use a marketing mix model.
  4. They should use viewable CPM.

Correct Answer:

  • They should use a marketing mix model.

Marketing Mix Models (MMMs) serve as a robust approach to analyze the impact of various marketing efforts on a brand’s sales, making it an ideal method for assessing return on investment (ROI). MMMs are comprehensive, considering factors beyond just media and marketing, like competitor actions, economic conditions, and even the weather. Though requiring diligent collection of historical data, they are invaluable in strategic planning, revealing the ROI of different media channels. However, limitations exist in terms of the number of marketing tactics that can be analyzed simultaneously.

A marketer wants to know how often, on average, an interaction leads to a conversion. What metric should the marketer use to get that information?

  1. The marketer should use conversion value-per-click.
  2. The marketer should use conversion value-per-cost.
  3. The marketer should use cost-per-conversion.
  4. The marketer should use conversion rate.

Correct Answer:

  • The marketer should use conversion rate.

Explanation: To understand how often an interaction leads to a conversion on average, a marketer should use the metric known as the conversion rate. This key performance indicator gauges the effectiveness of an advertising campaign by calculating the percentage of interactions that result in conversions, such as making a purchase, subscribing to a newsletter, or any other predefined desirable action. It provides insights into the return on investment for a particular campaign, enabling marketers to fine-tune their strategies for better engagement and conversion.

A marketer wants to know what keyword match type gives Smart Bidding the most data and flexibility to compete in the right auctions. Which of the following keyword match types would they choose?

  1. They’d choose exact match.
  2. They’d choose negative match.
  3. They’d choose phrase match.
  4. They’d choose broad match.

Correct Answer:

  • They’d choose broad match.

Explanation: For a marketer seeking to maximize data and flexibility in Smart Bidding auctions, broad match keywords are the optimal choice. These keywords integrate seamlessly with Smart Bidding strategies, leveraging machine learning for optimal conversion rates. By utilizing auction-time signals, this combination negates the need for manual search anticipation and management. Paired with creative automation, broad match allows Google Ads to learn and optimize the most effective headline and description combinations across the broad match traffic.

Read more here: https://support.google.com/google-ads/answer/12158267

A marketer wants to track product newsletter sign-ups on their website. What type of conversion action would this be?

  1. Pageview
  2. Purchase
  3. Lead
  4. App installs

Correct Answer:

  • Lead

Explanation: A product newsletter sign-up on a website would be classified as a ‘Lead’ in terms of conversion actions in marketing. Conversion actions are specific customer activities deemed valuable to a business, like online purchases or calls. In this case, a newsletter sign-up is a lead generation activity, indicating a customer’s interest and potential for future engagement or sales. This process of tracking such valuable actions helps businesses understand the effectiveness of their advertising campaigns.

Read more here: https://support.google.com/google-ads/answer/6032150

A marketing analyst is analyzing the conversion data of their Search Ads campaign in Google Ads. They want to see how changes to their attribution model might impact conversion reporting. What report will provide them with that information?

  1. The conversions report
  2. The campaigns report
  3. The click analysis report
  4. The attribution report

Correct Answer:

  • The attribution report

Explanation: In Google Ads, the ‘Attribution report’ can assist a marketing analyst in analyzing Search Ads campaign conversion data. These reports illuminate the consumer’s journey to conversion, potentially highlighting the role of certain keywords in assisting conversions. By estimating the impact of changes to the attribution model on conversion reporting, Attribution reports help analysts understand the interconnectedness of their advertising efforts and drive conversions more efficiently.

A marketing analyst is trying to determine the duration between a user’s first exposure and that user’s subsequent conversion. What report should they use to get that info?

  1. They should use the seasonality report.
  2. They should use the change history report.
  3. They should use the time lag report.
  4. They should use the navigation report.

Correct Answer:

  • They should use the time lag report.

A Time Lag report is a vital tool for a marketing analyst wishing to determine the duration between a user’s first exposure to an ad and their subsequent conversion. This report not only measures user response rates but also compares early and later response rates for a given campaign, aiding in determining optimal lookback window settings. Whether your ads are for immediate action or brand awareness, Time Lag reports can help assess their efficacy in driving conversions.

Read more here: https://support.google.com/campaignmanager/answer/2823712

A marketing manager is closely monitoring their data to see how effectively their ads are driving online sales and generating leads through sign-ups. When the marketing manager compares Google Ads data with their offline data, they see a difference in the number of sign-ups in Google Ads vs. their offline data source. Assuming everything is working as intended and the issue lies with when a conversion was counted, what’s likely causing this data discrepancy?

  1. Google Ads reports conversions against the date/time of the click that led to the conversion. Depending on the other data source, it might use the date/time of the conversion itself.
  2. Google Ads reports conversions against a unique ID of the event that led to the click. Depending on the other data source, it might use the click of the conversion itself.
  3. Google Ads reports views against the device type of the view that didn’t lead to a conversion. Depending on the other data source, it might use the date/time of the conversion itself.
  4. Google Ads reports clicks against the date/time of the event that led to the conversion. Depending on the other data source, it might use the click of the conversion itself.

Correct Answer:

  • Google Ads reports clicks against the date/time of the event that led to the conversion. Depending on the other data source, it might use the click of the conversion itself.

The data discrepancy the marketing manager is noticing between Google Ads and offline data source is largely due to the different ways in which conversions are recorded. Google Ads marks a conversion at the date/time of the click that led to the conversion, while other data sources might record the conversion at the time it actually occurred. If, for instance, a user clicks on an ad on Monday but only completes the sign-up form on Thursday, Google Ads counts the conversion as having occurred on Monday, leading to a difference in reported conversions.

A marketing manager is viewing the campaign report in their Google Ads account after successfully implementing conversion tracking tags for their website. They see that at least two of their ads generated over 100 view-through conversions. Which of the following actions can be considered a view-through conversion?

  1. An action that’s done in-store only and doesn’t require the customer to have interacted with your ad.
  2. An action in which there are only conversions from browsers that don’t allow cross-site cookies.
  3. An action in which a customer sees and interacts with your ad, but then doesn’t complete a conversion on your site.
  4. An action in which a customer sees but doesn’t interact with your ad, and then later completes a conversion on your site.

Correct Answer:

  • An action in which a customer sees but doesn’t interact with your ad, and then later completes a conversion on your site.

In the realm of Google Ads, a view-through conversion occurs when a customer sees your ad, does not interact with it directly, but later completes a conversion on your site. This valuable data, different from other conversion metrics, provides a unique perspective into the effectiveness of your display and video ad campaigns.

A marketing manager set up conversion tracking and wants to add a column for conversion value per cost. How is that calculated?

  1. It’s calculated by dividing the number in the conversions column by the total eligible interactions.
  2. It’s calculated by dividing the total cost by the number in the conversions column.
  3. It’s calculated by dividing the total conversion value by the total cost of all ad interactions.
  4. It’s calculated by dividing the total conversion value by the number in the conversions column.

Correct Answer:

  • It’s calculated by dividing the total conversion value by the total cost of all ad interactions.

A marketing manager wanting to measure return on investment through conversion tracking can calculate conversion value per cost by dividing the total conversion value by the total cost of all ad interactions. This metric, expressed as “Conv. value / cost,” provides an average indication of how frequently an ad click or other interaction leads to a conversion, offering a valuable insight into the effectiveness of an advertising campaign.

Read more here: https://support.google.com/google-ads/answer/6270625

A marketing manager wants to implement the enhanced cost-per-click (ECPC) bidding strategy. How might their agency describe this strategy?

  1. It might look at a listed target return on investment (ROI), then lower a max cost-per-click (CPC) bid.
  2. It might look at a listed target return on investment (ROI), then raise a max cost-per-click (CPC) bid.
  3. It might look at ad auctions, then lower a max cost-per-click (CPC) bid.
  4. It might look at ad auctions, then raise a max cost-per-click (CPC) bid.

Correct Answer:

  • It might look at ad auctions, then raise a max cost-per-click (CPC) bid.

Explanation: An Enhanced Cost-Per-Click (ECPC) bidding strategy could be described as a smart approach for increasing conversions from manual bidding. It functions by automatically modifying your manual bids for clicks that seem more likely to lead to a sale or conversion. The strategy scrutinizes ad auctions and raises your max CPC bid for promising auctions, while reducing bids for less likely conversions. However, eCPC does not fully utilize all available auction-time signals compared to other smart bidding strategies, like Target CPA and Target ROAS.

Read more here: https://support.google.com/google-ads/answer/2464964

A marketing manager wants to know the process by which view-through conversions are counted. How would you say that’s done?

  1. You’d say that view-through conversions are counted as conversions that are recorded when users view but don’t interact with an ad, then later convert.
  2. You’d say that view-through conversions are counted as conversions that are recorded when users view and interact with an ad, then never convert.
  3. You’d say that view-through conversions are counted as conversions that are recorded when repeat users view but don’t interact with an ad, then later convert.
  4. You’d say that view-through conversions are counted as conversions that are recorded when new users view and interact with an ad, then later convert.

Correct Answer:

  • You’d say that view-through conversions are counted as conversions that are recorded when new users view and interact with an ad, then later convert.

Explanation: The counting of view-through conversions is a process where conversions get recorded when users see but don’t interact with your ad, then later convert on your site. This unique measurement method, found in the “View-through conversions” column, greatly aids in evaluating the value of display and video ad campaigns. Unlike other conversions, these factor in the last viewable impression and the settings of your conversion actions. However, conversions from users who’ve interacted with any of your other ads are excluded from this count.

A marketing manager wants to know what factors influence conversion volume, apart from conversion delay. Choose three. What three additional factors would you cite? Choose three.

  1. Changes to discrepancy model
  2. Changes to default browser
  3. Changes to ads
  4. Changes in competition or seasonality
  5. Changes to attribution model

Correct Answer:

  • Changes to ads
  • Changes in competition or seasonality
  • Changes to attribution model

Explanation: For a marketing manager looking at factors influencing conversion volume besides conversion delay, three key aspects stand out: changes to the attribution model, shifts in competition or seasonality, and modifications to ads. Seasonality or competition changes can lead to fluctuating clicks and thus impact conversion volume. Ads modifications like keyword alterations, targeting, creative changes, and adjustments in Max CPC can also influence conversions by shifting the audience. Furthermore, changes to the attribution model can cause conversion credits to be allocated further back in time, possibly reducing apparent recent conversion volume.

A marketing manager wants to try Maximize Conversions. How does this bidding strategy work?

  1. By aiming to achieve an average return on ad spend (ROAS) equal to a desired target.
  2. By automatically limiting conversions that don’t align with a desired bidding strategy.
  3. By being the safest bidding strategy for all business types to optimize their bidding.
  4. By using machine learning to capture as many conversions as possible within a daily budget.

Correct Answer:

  • By using machine learning to capture as many conversions as possible within a daily budget.

The Maximize Conversions bidding strategy is a dynamic, efficient tool in the hands of a marketing manager. This strategy harnesses the power of machine learning to auto-adjust bids for maximizing conversions within a given budget. By evaluating historical data and current auction-time signals, it finds the optimal cost-per-click (CPC) bid for each ad whenever it’s eligible to appear. The end goal is to derive the highest possible conversions without overshooting your budget. Whether used with a Target CPA set or not, this strategy seeks the most cost-effective conversions available, rendering your existing bid adjustments largely redundant.

Read more here: https://support.google.com/google-ads/answer/7381968

A marketing strategist is interested in enhanced conversions for web. What description could their agency provide to explain this feature?

  1. Enhanced conversions for web uses Google Analytics to unlock more powerful bidding.
  2. Enhanced conversions for web uses third-party data to improve the accuracy of your conversion measurement.
  3. Enhanced conversions for web uses third-party data to unlock more powerful bidding.
  4. Enhanced conversions for web uses hashed, first-party data to unlock more powerful bidding.

Correct Answer:

  • Enhanced conversions for web uses hashed, first-party data to unlock more powerful bidding.

Explanation: Enhanced conversions for the web is a feature that empowers marketing strategists by leveraging hashed, first-party data to unlock more powerful bidding capabilities. With this advanced functionality, strategists can optimize campaigns, improve measurement accuracy, and drive better results for their clients.

A marketing strategist is interested in target ROAS bidding. How might their agency describe this bidding strategy?

  1. This bidding strategy uses historical and uploaded data to set the value of a conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these ads to maximize return.
  2. This bidding strategy determines that if a user’s search is likely to generate a conversion with low value, target ROAS will bid high on that search.
  3. This bidding strategy determines that if a user’s search is likely to generate a conversion with high value, target ROAS will bid low on that search.
  4. This bidding strategy analyzes and intelligently predicts the value of a potential conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these searches to maximize return.

Correct Answer:

  • This bidding strategy analyzes and intelligently predicts the value of a potential conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these searches to maximize return.

Explanation: Target ROAS is a Smart Bidding strategy offered by Google Ads, which predicts future conversions and optimizes bids to maximize return on ad spend (ROAS). This strategy uses your reported conversion values to set bids and ensures your conversion value per cost is equivalent to your target ROAS. Adjustments to bids are made in real-time, considering factors like device, location, and time of day, to maximize your conversion value during each ad auction.

Read more here: https://support.google.com/google-ads/answer/6268637

A potential customer is expressing interest in buying a new car. How would you know if this customer is in the awareness stage of their car-buying journey?

  1. You’d know because they filled out an email subscription form.
  2. You’d know because they called to ask about a test-drive.
  3. You’d know because they viewed an online advertisement for a car.
  4. You’d know because they recommended the car on social media.

Correct Answer:

  • You’d know because they viewed an online advertisement for a car.

How to know if a customer is in the awareness stage of their car-buying journey

The awareness stage is the first stage of the car-buying journey. In this stage, potential customers are just starting to consider the purchase of a new car. They may be doing research online, reading reviews, or talking to friends and family about their options. If a potential customer views an online advertisement for a car, it is a good indication that they are in the awareness stage of their car-buying journey.

Here are some other signs that a potential customer is in the awareness stage:

  • They are searching for information about cars online.
  • They are reading reviews of different cars.
  • They are talking to friends and family about their car needs.

If you are a car dealership, you can reach potential customers in the awareness stage by advertising your cars online. You can also use social media to reach potential customers and share information about your cars.

A potential customer is looking to buy a new car. What activity suggests they’re in the awareness stage?

  1. Calling to ask about a test-drive
  2. Recommending the car on social media
  3. Filling out an email subscription form
  4. Viewing an online advertisement for a car

Correct Answer:

  • Viewing an online advertisement for a car

A potential customer is in the awareness stage when they are first starting to think about buying a new car. They may be doing research online, reading reviews, or looking at car commercials. Viewing an online advertisement for a car is a good indicator that they are in the awareness stage.

Advertisers can benefit from the power of Google’s AI in what way?

  1. Google’s AI replaces the need for analytics solutions.
  2. Google’s AI can minimize marketing insights.
  3. Google’s AI reduces the volume of search conversions.
  4. Google’s AI can optimize performance in real time.

Correct Answer:

  • Google’s AI can optimize performance in real time.

Explanation: Advertisers can immensely benefit from Google’s AI which offers real-time optimization of campaign performance. By processing vast volumes of data about customer behaviour and campaign performance, AI-enabled marketing tools discern patterns and correlations that would be insurmountable for human cognition. Google’s AI-powered marketing systems rapidly analyze data, producing real-time predictions to enhance performance and conversions. Utilizing Google’s AI in campaigns allows advertisers to train machine learning models, achieving desired business outcomes and guiding the process. Its applications span bidding, conversion modelling, data-driven attribution, channel and inventory optimization, audience targeting, creative asset optimization, and surfacing actionable insights.

After adding a conversion tracking tag to one of the landing pages of your company’s website, you analyze the purchasing data and find duplicate conversions. How can you remove those duplicate conversions from the conversion count?

  1. By toggling off the possible duplicates option at the top of the chart
  2. By sorting the data by time and removing duplicate times found on entries
  3. By disabling the view-through conversion data column
  4. By modifying the event tag to capture a unique order ID

Correct Answer:

  • By modifying the event tag to capture a unique order ID

Explanation: To eliminate duplicate conversions from their Google Ads count, a marketer should adjust the event tag to capture a unique order ID. If a visitor revisits or reloads the conversion page, this can create duplicates. Integrating a unique transaction ID, like an order confirmation number, into the event tag can help Google Ads identify and disregard such duplicates, providing a more precise conversion count.

After implementing conversion tracking for their website, a marketing manager is looking at the campaign report in their Google Ads account. They see that at least two of their ads got over 100 view-through conversions. What action could be called a view-through conversion?

  1. One that’s done in-store only and doesn’t require the customer to have interacted with your ad.
  2. One in which a customer sees and interacts with the marketing manager’s ad, but then doesn’t complete a conversion on their site.
  3. One in which a customer sees but doesn’t interact with the marketing manager’s ad, and then later completes a conversion on their site.
  4. One in which there are only conversions from browsers that don’t allow cross-site cookies.

Correct Answer:

  • One in which a customer sees but doesn’t interact with the marketing manager’s ad, and then later completes a conversion on their site.

A view-through conversion is a valuable metric that captures instances where customers see but don’t interact directly with an ad, yet later complete a conversion on the site. This metric, found in the “View-through conversions” column in a Google Ads account, provides unique insights, particularly useful for display or video ad campaigns, as it measures conversions following ad impressions, not clicks.

After setting up conversion tracking, you want to add a column for conversion value per cost. How would that be calculated?

  1. It would be calculated by dividing the total conversion value by the number in the conversions column.
  2. It would be calculated by dividing the total cost by the number in the conversions column.
  3. It would be calculated by dividing the number in the conversions column by the total eligible interactions.
  4. It would be calculated by dividing the total conversion value by the total cost of all ad interactions.

Correct Answer:

  • It would be calculated by dividing the total conversion value by the total cost of all ad interactions.

After setting up conversion tracking, calculating the conversion value per cost involves dividing the total conversion value by the total cost of all ad interactions. This metric, often denoted as “Conv. value / cost,” is an estimate of your return on investment. It indicates, on average, how often an ad click or other ad interaction leads to a conversion, providing a quantifiable measure of your ad campaign’s effectiveness.

Read more here: https://support.google.com/google-ads/answer/6270625

Apart from conversion delay, what three additional factors influence conversion volume? Choose three.

  1. Changes to discrepancy model
  2. Changes to default browser
  3. Changes to ads
  4. Changes to attribution model
  5. Changes in competition or seasonality

Correct Answer:

  • Changes to ads
  • Changes to attribution model
  • Changes in competition or seasonality

Explanation: Apart from conversion delay, three additional significant factors influence conversion volume: changes to the attribution model, shifts in competition or seasonality, and adjustments to ads. Any fluctuations in clicks due to seasonal trends or competitive shifts can directly affect the traffic and consequently the conversion volume on your website. Changes to ads, including keyword adjustments, targeting changes, creative variations, or Max CPC alterations, can influence the audience’s likelihood to convert. Additionally, adjustments to the attribution model can result in conversion credits being attributed further back, thus affecting perceived recent conversion volume.

As a marketer, in what way should you evaluate your campaign?

  1. By focusing on the worst-performing ads and reducing the frequency of that ad, then reevaluating.
  2. By checking whether all the budget was used for the campaign or not.
  3. By using lifetime value analysis to examine the impact to brand lift metrics.
  4. By checking whether the result of a specific objective exceeded or fell short of its goal.

Correct Answer:

  • By checking whether the result of a specific objective exceeded or fell short of its goal.

As a marketer, evaluating your campaign hinges on comparing the actual outcome with the initial goal set for a particular objective. Successful campaigns exceed these targets, while those that fall short are deemed to underperform. Consider a campaign aiming for a +10 increase in brand awareness that eventually achieves a +12 lift – this exceeds expectations. Conversely, if a campaign set to boost brand favorability by five points only yields a four-point increase, it’s seen as underperforming. These insights empower marketers to identify effective strategies and areas needing improvement, thus refining subsequent campaigns.

Before a marketer can implement sitewide tagging, what’s the first thing they should do?

  1. They should us just the image portion of the JavaScript.
  2. They should turn off auto-tagging in all your Google Ads accounts that are enabled for sitewide tagging.
  3. They should make sure Google Click Identifier (GCLID) still works if using click trackers in the URL.
  4. They should make sure the tag still works by loading it within another tracking tag, like Floodlight.

Correct Answer:

  • They should make sure Google Click Identifier (GCLID) still works if using click trackers in the URL.

Explanation: Before implementing sitewide tagging, a marketer should first verify that the Google Click Identifier (GCLID) is operational, particularly if using click trackers in the URL. This process is integral because GCLID helps track the unique identifier for a user or the ad click that led the user to your site. When an ad is clicked, the GCLID and AUID (Advertiser user ID) parameters are automatically added to your landing page, provided you have auto-tagging enabled in your Google Ads account. These parameters are stored in first-party cookies deployed by sitewide tagging solutions, facilitating accurate conversion measurements when identical tags are fired on the conversion page.

Besides attribution, what’s another method used to analyze the return on investment (ROI) for media?

  1. Conversion lift
  2. Smart Bidding
  3. Viewable CPM
  4. Marketing mix model

Correct Answer:

  • Marketing mix model

To analyze the return on investment (ROI) for media apart from using attribution, marketers often utilize a Marketing Mix Model (MMM). MMM provides a detailed analysis, showcasing the impact of various marketing strategies on a brand’s sales. It’s beneficial particularly for businesses investing heavily in offline media or those largely operating through physical outlets. MMM accounts for all potential sales drivers, encompassing media, marketing, brand consideration, the economy, competitor actions, and more. Although it requires the diligent collection of two to three years’ worth of weekly data for each sales driver and has some limitations, MMM remains a valuable method to determine the sales driven by each media channel, thereby aiding strategic planning, budgeting, and investment decisions.

Data-driven attribution works in which of the following ways?

  1. By prioritizing specific touchpoints and applying static logic to assign a constant value to a touchpoint along a conversion path.
  2. By using country- or region-specific data to credit several consistent ad touchpoints across the Search network, specifically.
  3. By leveraging an account’s historical data to credit the most impactful ad touchpoints across Search, YouTube, and Display.
  4. By crediting on an arbitrary basis and potentially impacting optimizations, particularly when leveraging automated bidding data.

Correct Answer:

  • By leveraging an account’s historical data to credit the most impactful ad touchpoints across Search, YouTube, and Display.

Explanation: Data-Driven Attribution (DDA) is a powerful tool within Google Ads that uses an account’s historical data to assign credit to impactful ad touchpoints across various platforms like Search, YouTube, and Display. DDA is unique because it uses conversion data to calculate the true contribution of each ad interaction throughout the conversion path. By contrasting the paths of customers who convert with those who don’t, DDA identifies patterns in ad interactions leading to conversions and assigns more credit to these valuable interactions.

Enhanced conversions for leads can be described in which way?

  1. It requires Google Click Identifier (GCLID) storage.
  2. It uses third-party data.
  3. It uses hashed, first-party data.
  4. It requires customer relationship management (CRM) system modification.

Correct Answer:

  • It uses hashed, first-party data.

Explanation: Enhanced conversions for leads utilize hashed, first-party data. This method involves capturing lead information, such as email addresses, and securely hashing it before sending it to Google. The hashed data is then used to attribute conversions back to the respective Google Ads campaign, ensuring privacy while accurately measuring offline conversions. Advertisers can easily set up this feature using Google Tag Manager or the Google tag directly, optimizing campaigns based on sales and transactions that occur off the website. With enhanced conversions for leads, advertisers can leverage the power of hashed, first-party data for privacy-safe tracking and accurate measurement of conversions.

Enhanced conversions for leads can benefit an advertiser in what way?

  1. It can improve the measurement of online conversions.
  2. It can use third-party data to improve its offline lead measurement.
  3. It can track sales and events that happen on a website.
  4. It can track sales that happen off a website from website leads.

Correct Answer:

  • It can track sales that happen off a website from website leads.

Explanation: Enhanced conversions for leads offer significant benefits to advertisers by enabling the tracking of sales that occur off a website but are generated from website leads. This feature allows advertisers to gain insights into the effectiveness of their lead generation efforts and accurately measure the impact of those leads on sales. By utilizing enhanced conversions, advertisers can optimize their strategies, make data-driven decisions, and drive better results in their advertising campaigns.

Enhanced conversions for web can benefit a marketing strategist in what way?

  1. By using third-party data to improve the accuracy of your conversion measurement
  2. By using Google Analytics to unlock more powerful bidding
  3. By using third-party data to unlock more powerful bidding
  4. By using hashed, first-party data to unlock more powerful bidding

Correct Answer:

  • By using hashed, first-party data to unlock more powerful bidding

Explanation: Enhanced conversions for the web benefit a marketing strategist by utilizing hashed, first-party data to unlock more powerful bidding capabilities. This approach enables strategists to optimize campaigns, improve measurement accuracy, and make data-driven decisions for better results.

For event-based data instead of session-based data, what platform should you use?

  1. You should use Google Analytics Classic.
  2. You should use Universal Analytics.
  3. You should use Google Ads Conversion Tracking.
  4. You should use Google Analytics 4.

Correct Answer:

  • You should use Google Analytics 4.

Explanation: If you’re looking for event-based data as opposed to session-based data, you should use Google Analytics 4 (GA4). Unlike Universal Analytics where each event is a unique hit type with a Category, Action, and Label, GA4 captures each user interaction as an event, making no distinction between hit types. For instance, a page view is logged as a ‘page_view’ event. However, GA4 events do not include Category, Action, and Label, thus requiring a reorientation of your data collection strategy.

For what reason might an advertiser opt to use enhanced conversions for leads?

  1. Because enhanced conversions for leads can improve the measurement of online conversions.
  2. Because enhanced conversions for leads can use third-party data to improve their offline lead measurement.
  3. Because enhanced conversions for leads can track sales and events that happen on a website.
  4. Because enhanced conversions for leads can track sales that happen off a website from website leads.

Correct Answer:

  • Because enhanced conversions for leads can track sales that happen off a website from website leads.

Explanation: “Enhanced conversions for leads” is a powerful feature that assists advertisers in tracking off-website sales, such as phone or email, from website leads. It works by supplementing existing conversion tags and securely sending hashed first-party conversion data to Google. This privacy-safe method significantly improves conversion measurement accuracy and enhances bidding capabilities. In this article, we explore the functionality of enhanced conversions, the benefits they provide, and provide a detailed guide on setting them up for web-based and lead-based conversions. Discover how to optimize your tracking and maximize the effectiveness of your advertising efforts.

Google Tag Manager has which of the following two capabilities? Chose two.

  1. Google Tag Manager can only be used to deploy and modify third-party tags.
  2. Google Tag Manager is a JavaScript framework that’s used to add Google tags directly to web pages.
  3. Google Tag Manager has collaboration and versioning capabilities.
  4. Google Tag Manager lets you to quickly and easily update tags on your website or mobile app from a web interface.

Correct Answer:

  • Google Tag Manager has collaboration and versioning capabilities.
  • Google Tag Manager lets you to quickly and easily update tags on your website or mobile app from a web interface.

Explanation: Google Tag Manager (GTM) offers two essential capabilities. The first is collaboration and versioning capabilities, making it a suitable tool for teams. Multiple users can edit and manage tags while versioning keeps a record of all changes, enabling easy restoration to a previous state if required. Secondly, GTM permits rapid and easy updating of tags on your website or mobile app from an intuitive web interface. This reduces manual coding efforts, making it simpler to implement tracking and improving site performance.

How are calls tracked to an advertiser’s account if the advertiser uses Google’s phone call conversion tracking feature?

  1. By the assigned Google Click Identifier (GCLID) set up in the advertiser’s account
  2. By the conversion name for the advertiser’s store
  3. By a dynamically created Google forwarding number
  4. By the phone number listed on the advertiser’s official store website

Correct Answer:

  • By a dynamically created Google forwarding number

Explanation: With Google’s phone call conversion tracking feature, advertisers can effectively monitor how their ads drive phone calls from their website. This is accomplished using a dynamically-generated Google forwarding number that replaces the business number on their site. This unique method allows a call to be tracked as a conversion if it lasts beyond a minimum duration set by the advertiser, filtering out short, less valuable calls. Consequently, advertisers can identify which specific keywords, ads, ad groups, and campaigns are contributing to call conversions.

Read more here: https://support.google.com/google-ads/answer/6095883

How are incrementality experiments different from A/B experiments?

  1. They typically require a smaller sample size and less sophisticated statistical analysis.
  2. They both require a holdback group to determine which version of an ad performs better.
  3. They measure the relative effectiveness of different versions of a marketing campaign.
  4. They determine the impact of ads on a consumer’s decision to convert or not.

Correct Answer:

  • They determine the impact of ads on a consumer’s decision to convert or not.

Explanation: Incrementality experiments differentiate from A/B experiments by assessing the influence of ads on a consumer’s decision to either convert or not. In these experiments, control and treatment groups’ behaviors are compared to measure the impact of a specific variable. The control group in an incrementality experiment, known as a holdback group, does not view the ad, unlike in A/B experiments where two ad versions are tested to see which performs better without a holdback group.

How are view-through conversions counted?

  1. They’re counted as conversions that are recorded when repeat users view but don’t interact with an ad, then later convert.
  2. They’re counted as conversions that are recorded when users view and interact with an ad, then never convert.
  3. They’re counted as conversions that are recorded when new users view and interact with an ad, then later convert.
  4. They’re counted as conversions that are recorded when users view but don’t interact with an ad, then later convert.

Correct Answer:

  • They’re counted as conversions that are recorded when users view but don’t interact with an ad, then later convert.

Explanation: View-through conversions are counted when users see but don’t interact with your ad and then convert later. This differs from other conversion metrics, which record interactions with ads. The unique value of view-through conversions becomes clear in tracking display or video ad campaigns. They rely on the last viewable impression, with credit given if at least 50% of the ad is onscreen for at least 1 second. This powerful tool, however, doesn’t count conversions from users interacting with your other ads.

How can an advertiser set up enhanced conversions for web?

  1. Enhanced conversions for web can be set up through Google Analytics Manager.
  2. Enhanced conversions for web can be set up through the Google Ads API for enhanced conversions.
  3. Enhanced conversions for web can be set up through Google Tag Assistant.
  4. Enhanced conversions for web can be set up through Google Tag Manager, Google tag, or Google Ads API.

Correct Answer:

  • Enhanced conversions for web can be set up through Google Tag Manager, Google tag, or Google Ads API.

Explanation: To set up enhanced conversions for the web, advertisers have the option to utilize Google Tag Manager, the Google tag, or the Google Ads API. These tools provide the necessary means to configure and implement enhanced conversions, enabling advertisers to optimize their website’s performance and achieve better results.

How can the power of Google’s AI help advertisers?

  1. It replaces the need for analytics solutions.
  2. It can minimize marketing insights.
  3. It reduces the volume of search conversions.
  4. It can optimize performance in real time.

Correct Answer:

  • It can optimize performance in real time.

Explanation: Google’s AI empowers advertisers by optimizing performance in real time. It leverages modern AI-driven marketing tools that can handle vast data about campaign performance and customer behavior. Google’s AI uses this data to find patterns and connections, producing real-time predictions to enhance performance and conversion rates. By leveraging Google’s AI, campaigns can train machine learning models to guide the process and achieve business objectives. Applications range from bidding, conversion modeling, and data-driven attribution to inventory optimization, audience targeting, and creative asset optimization.

How does data-driven attribution work?

  1. It uses country- or region-specific data to credit several consistent ad touchpoints across the Search network, specifically.
  2. It credits on an arbitrary basis and may impact optimizations, particularly when leveraging automated bidding data.
  3. It prioritizes specific touchpoints and applies static logic to assign a constant value to a touchpoint along a conversion path.
  4. It leverages an account’s historical data to credit the most impactful ad touchpoints across Search, YouTube, and Display.

Correct Answer:

  • It leverages an account’s historical data to credit the most impactful ad touchpoints across Search, YouTube, and Display.

Explanation: Data-Driven Attribution (DDA) is an advanced model in Google Ads, employing an account’s historical data to allocate credit to pivotal ad touchpoints across Search, YouTube, and Display. It discerns the real contribution of each ad interaction on the conversion path by comparing customers who convert with those who don’t. The recognized patterns result in DDA giving more credit to valuable ad interactions, improving the understanding of ad performance and aiding in achieving business goals.

How does experimentation contribute to a best-in-class measurement approach?

  1. Experiments are used to drive a macro budget strategy.
  2. Experiments help assign credit across touchpoints.
  3. Experiments assist in the collection of multiple data points.
  4. Experiments are a way to validate and test insights.

Correct Answer:

  • Experiments are a way to validate and test insights.

Explanation: Experimentation significantly elevates a best-in-class measurement approach by providing a means to validate and test insights. This, in combination with attribution methods for understanding customer journeys and assigning credit across touchpoints, as well as the utilization of Marketing Mix Models (MMM) to drive macro budget strategy, results in a comprehensive approach to measuring Return on Investment (ROI).

How does the Maximize Conversions bidding strategy work?

  1. It aims to achieve an average return on ad spend (ROAS) equal to a desired target.
  2. It automatically limits conversions that don’t align with a desired bidding strategy.
  3. It’s the safest bidding strategy for all business types to optimize their bidding.
  4. It uses machine learning to capture as many conversions as possible within a daily budget.

Correct Answer:

  • It uses machine learning to capture as many conversions as possible within a daily budget.

The Maximize Conversions bidding strategy is a smart approach that uses advanced machine learning to obtain the highest number of conversions while adhering to your campaign’s budget. This strategy evaluates past campaign data and current auction-time signals to establish an optimal cost-per-click (CPC) bid each time your ad is eligible to appear. Thus, it works to achieve the best performance within your budgetary limits.

How does the enhanced cost-per-click (ECPC) bidding strategy work?

  1. ECPC looks at a listed target return on investment (ROI), then lowers a max cost-per-click (CPC) bid.
  2. ECPC looks at ad auctions, then lowers a max cost-per-click (CPC) bid.
  3. ECPC looks at a listed target return on investment (ROI), then raises a max cost-per-click (CPC) bid.
  4. ECPC looks at ad auctions, then raises a max cost-per-click (CPC) bid.

Correct Answer:

  • ECPC looks at ad auctions, then raises a max cost-per-click (CPC) bid.

Explanation: The Enhanced Cost-Per-Click (ECPC) bidding strategy functions by actively adjusting your manual bids based on the likelihood of a click leading to a sale or conversion. eCPC reviews ad auctions and increases your max CPC bid to compete more effectively for conversion-prone clicks. It’s a Smart Bidding form but does not fully utilize all auction-time signals like Target CPA and Target ROAS.

Read more here: https://support.google.com/google-ads/answer/2464964

How might Tag Assistant help you complete the implementation of conversion tracking tags into a website?

  1. By automatically creating tag code snippets
  2. By telling you which Google Analytics reports are incorrect
  3. By creating the Google Click Identifier tag (GCLID)
  4. By troubleshooting unverified conversion actions

Correct Answer:

  • By troubleshooting unverified conversion actions

The implementation of conversion tracking tags into a website is a crucial step in optimizing online marketing campaigns. Google’s Tag Assistant can aid this process by diagnosing and rectifying unverified conversion actions. Integrated with Google Ads, Tag Assistant can be launched directly from your account, offering a real-time solution to any issues concerning unverified or inactive tags.

Read more here: https://support.google.com/google-ads/answer/10989978

How might experimentation be credited with contributing to a best-in-class measurement approach?

  1. It can help assign credit across touchpoints.
  2. It can assist in the collection of multiple data points.
  3. It can be used to drive a macro budget strategy.
  4. It can be a way to validate and test insights.

Correct Answer:

  • It can be a way to validate and test insights.

Explanation: Experimentation plays an essential role in enhancing a best-in-class measurement approach by serving as a mechanism to validate and test insights. Together with marketing mix models (MMM) for driving macro budget strategy and attribution to comprehend the customer journey and assign credit across touchpoints, it establishes a well-rounded method for effectively measuring ROI.

How should marketers evaluate their campaigns?

  1. Use lifetime value analysis to examine the impact to brand lift metrics.
  2. Focus on the worst-performing ads and reduce the frequency of that ad, then re-evaluate.
  3. Check whether all the budget was used for the campaign or not.
  4. Check whether the result of a specific objective exceeded or fell short of its goal.

Correct Answer:

  • Check whether the result of a specific objective exceeded or fell short of its goal.

Marketers should critically assess their campaigns by measuring if the results align with the initial objective. For instance, if a campaign was set to enhance brand awareness by 10 points, and it eventually achieves a 12-point increase, the campaign can be deemed successful. However, if a campaign doesn’t hit its intended mark – for instance, it was expected to improve brand favorability by five points but only increased by four – it can be considered as falling short of its goal. The process of measuring the performance of marketing campaigns is iterative, allowing for progressive refinement with each campaign. Tools like attribution provide continuous insights, enabling marketers to identify success drivers and weak areas, thereby informing better strategies for future campaigns.

How would you describe a campaign that fell short of its target goal?

  1. As a video campaign that had an expected brand favorability lift of 5% and an actual brand favorability lift of 5%.
  2. As an email remarketing campaign that had an expected lift in brand awareness of 5% and an actual lift in brand awareness of 12%
  3. As a search campaign that had an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.
  4. As a display campaign that had an expected brand awareness lift of 10% and an actual brand awareness lift of 20%.

Correct Answer:

  • As a search campaign that had an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.

A campaign that falls short of its target goal is a campaign that does not achieve the expected results in terms of the set key performance indicators (KPIs). In the case of a search campaign, the KPI could be the return on ad spend (ROAS). If the expected ROAS is $50.12 and the actual ROAS is $10, then the campaign fell short of its target goal.

There are a number of reasons why a campaign might fall short of its target goal. Some of the most common reasons include:

  • Incorrect targeting: The campaign may be targeting the wrong audience.
  • Poor ad copy: The ad copy may not be persuasive or relevant to the target audience.
  • Low budget: The campaign may not have enough budget to reach the target audience.
  • Competition: The campaign may be competing with other campaigns that are more effective.

When a campaign falls short of its target goal, it is important to analyze the reasons why it underperformed. This information can be used to improve future campaigns.

How would you describe attribution as it relates to the advertising industry?

  1. Attribution determines the cost of each asset used in a marketing campaign.
  2. Attribution determines how much credit to award a client for their referral.
  3. Attribution determines how much cost each channel requires.
  4. Attribution determines how much credit each step of a process should receive.

Correct Answer:

  • Attribution determines how much credit each step of a process should receive.

How would you describe the process by which data-driven attribution works?

  1. Data-driven attribution credits on an arbitrary basis and may impact optimizations, particularly when leveraging automated bidding data.
  2. Data-driven attribution uses country- or region-specific data to credit several consistent ad touchpoints across the Search network, specifically.
  3. Data-driven attribution prioritizes specific touchpoints and applies static logic to assign a constant value to a touchpoint along a conversion path.
  4. Data-driven attribution leverages an account’s historical data to credit the most impactful ad touchpoints across Search, YouTube, and Display.

Correct Answer:

  • Data-driven attribution leverages an account’s historical data to credit the most impactful ad touchpoints across Search, YouTube, and Display.

Explanation: In explaining the process of data-driven attribution, we can say that it leverages an account’s historical data to ascertain the most influential ad touchpoints across platforms such as Search, YouTube, and Display. Data-driven attribution is an advanced model that compares conversion paths to identify patterns in ad interactions leading to conversions. It gives more credit to these effective interactions, improving the understanding of ad effectiveness. It helps discover significant contributors to business goals, optimizes bids based on performance data, and assists in choosing the best attribution model.

How would you describe the target ROAS bidding strategy?

  1. It determines that if a user’s search is likely to generate a conversion with high value, target ROAS will bid low on that search.
  2. It uses historical and uploaded data to set the value of a conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these ads to maximize return.
  3. It determines that if a user’s search is likely to generate a conversion with low value, target ROAS will bid high on that search.
  4. It analyzes and intelligently predicts the value of a potential conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these searches to maximize return.

Correct Answer:

  • It analyzes and intelligently predicts the value of a potential conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these searches to maximize return.

Explanation: Target ROAS, a Google Ads Smart Bidding strategy, intelligently predicts conversion values and then adjusts bids to maximize return on ad spend (ROAS). It uses your reported conversion values to set maximum CPC bids, aiming to achieve an average ROAS equal to your target. Bids are further fine-tuned using real-time signals, such as device, browser, and location, optimizing performance in every ad auction.

Read more here: https://support.google.com/google-ads/answer/6268637

How would you explain what a marketing mix model does?

  1. It evaluates a customer’s long-term marketing value to provide a more accurate view of performance.
  2. It determines the impact of a specific variable on control and treatment groups.
  3. It uses conversion data to calculate the contribution of each interaction across the conversion path.
  4. It provides an analysis that shows the impact of marketing on a brand’s sales.

Correct Answer:

  • It provides an analysis that shows the impact of marketing on a brand’s sales.

Explanation: A Marketing Mix Model (MMM) serves as a comprehensive analysis tool, showcasing the influence of marketing strategies on a brand’s sales. Especially beneficial for companies heavily reliant on offline media channels or physical stores, it evaluates various factors driving sales, such as marketing tactics, brand perception, economic climate, and competitor strategies. Despite its time-intensive nature, an MMM is a powerful asset in discerning the sales contribution of each media channel.

How would you turn marketing insights into action?

  1. By shifting budgets from well-performing channels to underperforming channels.
  2. By increasing the frequency of underperforming ad creatives.
  3. By focusing on the right audience for the message shared in that stage of the buying journey.
  4. By increasing investment in an underperforming channel.

Correct Answer:

  • By focusing on the right audience for the message shared in that stage of the buying journey.

Explanation: Turning marketing insights into action involves a focus on the appropriate audience for the message being shared at each stage of the buying journey. To ensure effective action, marketers should evaluate the effectiveness of their ads, conduct A/B testing for optimization, ensure they’re targeting the right audience, and prudently manage their marketing budget. Misinterpreting insights can lead to incorrect actions and potential loss of revenue, making it essential to correctly identify and target audiences.

If a campaign falls short of its target goal, how might it be described?

  1. It might be described as an email remarketing campaign with an expected lift in brand awareness of 5% and an actual lift in brand awareness of 12%
  2. It might be described as a video campaign with an expected brand favorability lift of 5% and an actual brand favorability lift of 5%.
  3. It might be described as a search campaign with an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.
  4. It might be described as a display campaign with an expected brand awareness lift of 10% and an actual brand awareness lift of 20%.

Correct Answer:

  • It might be described as a search campaign with an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.

If a campaign doesn’t reach its intended objective, it’s considered to have fallen short of its target goal. One way to illustrate this is by describing a search campaign that had an anticipated Return On Ad Spend (ROAS) of $50.12, but only achieved a $10 ROAS.

A campaign’s failure to meet its target goal can occur due to various factors, including misdirected targeting where the campaign reaches the wrong audience, ineffective ad copy that doesn’t resonate with the intended audience, an inadequate budget that restricts reach, or fierce competition from more successful campaigns.

Whenever a campaign underperforms, it’s vital to evaluate the reasons behind the shortfall. This understanding is key to enhancing the success of future campaigns.

If a conversion tracking tag gets added to a landing page of a website and then produces duplicate conversions, what action should be taken to remove those duplicate conversions from the conversion count?

  1. Toggle off the possible duplicates option at the top of the chart.
  2. Disable the view-through conversion data column.
  3. Sort the data by time and remove duplicate times found on entries.
  4. Modify the event tag to capture a unique order ID.

Correct Answer:

  • Modify the event tag to capture a unique order ID.

Explanation: To rectify the issue of duplicate conversions after adding a conversion tracking tag to a landing page, it is recommended to modify the event tag to incorporate a unique order ID. This is because, if a user revisits or refreshes the conversion page, Google Ads may erroneously count that as multiple conversions. By capturing a unique transaction ID in the event tag, Google Ads can accurately identify and discount any duplicate conversions, leading to a more accurate conversion count.

If a customer wants to buy a new car, what activity might suggest that they’re in the awareness phase of the car-buying process?

  1. If they call to ask about a test-drive
  2. If they fill out an email subscription form
  3. If they recommend the car on social media
  4. If they view an online advertisement for a car

Correct Answer:

  • If they view an online advertisement for a car

When a customer views an online advertisement for a car, it suggests that they are in the awareness phase of the car-buying process. This is the first stage of the buyer’s journey, where the customer is simply becoming aware of their need for a new car. They may not be ready to buy yet, but they are open to learning more about their options.

If a unique user sees an ad over a given time period, what term can be used to describe the number of times that user saw the ad?

  1. Engagement rate
  2. Reach
  3. Impression
  4. Frequency

Correct Answer:

  • Frequency

The term ‘Frequency’ describes the count of times a unique user views an ad within a certain period. Frequency capping, available in both Display and Video campaigns, allows the limitation of the number of times ads appear to the same person. For Display campaigns, advertisers can either allow Google Ads to optimize the frequency or manually set a frequency cap to manage the number of impressions on various levels, from the entire campaign to specific ads. Frequency capping, a tool located in your campaign settings, is crucial in managing efficient impressions and preventing ad fatigue among viewers.

If an ad campaign is optimized by Google’s AI, what’s happening?

  1. The campaign is using data-driven attribution to automate tasks. The process has all the necessary data.
  2. The campaign is using basic tasks, then software, to automate those tasks, and the process has all the necessary data.
  3. The campaign is using rules-based attribution and software to achieve desired AI friendly outcomes to influence the process and avoid optimizing for those outcomes.
  4. The campaign is using AI and machine learning technology to predict what will achieve the best conversion outcomes to optimize bidding, creative, etc.

Correct Answer:

  • The campaign is using AI and machine learning technology to predict what will achieve the best conversion outcomes to optimize bidding, creative, etc.

Explanation: When an ad campaign is optimized by Google’s AI, AI and machine learning technologies are being deployed to predict and enhance conversion outcomes. Google’s AI ingests extensive data about the campaign and customer behavior, identifying patterns and connections in real time. This swift analysis aids in optimizing various elements like bidding and creative aspects, enhancing performance and driving conversions. Campaigns leveraging Google’s AI train machine learning models for achieving business outcomes and shaping the campaign process.

If an advertiser uses Google’s phone call conversion tracking feature, how are the calls tracked to their account?

  1. The calls are tracked by the conversion name for the advertiser’s store.
  2. The calls are tracked by the phone number listed on the advertiser’s official store website.
  3. The calls are tracked by the assigned Google Click Identifier (GCLID) set up in the advertiser’s account.
  4. The calls are tracked by a dynamically created Google forwarding number.

Correct Answer:

  • The calls are tracked by a dynamically created Google forwarding number.

Explanation: Google’s phone call conversion tracking feature empowers advertisers to monitor the efficiency of their ads in generating phone calls from their website. This is achieved by dynamically-created Google forwarding numbers that replace the business number on the site. This innovative feature allows the tracking of a call as a conversion, provided it exceeds a specified duration, enabling businesses to filter out brief, non-valuable calls and identify which specific keywords, ads, or campaigns are driving call conversions.

Read more here: https://support.google.com/google-ads/answer/6095883

If by comparing Google Ads data with offline data you find a difference in the number of sign-ups for ads between the two sources, and you believe the issue lies with when a conversion was counted, what’s the likely source of that data discrepancy?

  1. It’s probably due to the fact that Google Ads reports clicks against the date/time of the event that led to the conversion. Depending on the other data source, it might use the click of the conversion itself.
  2. It’s probably due to the fact that Google Ads reports views against the device type of the view that didn’t lead to a conversion. Depending on the other data source, it might use the date/time of the conversion itself.
  3. It’s probably due to the fact that Google Ads reports conversions against a unique ID of the event that led to the click. Depending on the other data source, it might use the click of the conversion itself.
  4. It’s probably due to the fact that Google Ads reports conversions against the date/time of the click that led to the conversion. Depending on the other data source, it might use the date/time of the conversion itself.

Correct Answer:

  • It’s probably due to the fact that Google Ads reports conversions against the date/time of the click that led to the conversion. Depending on the other data source, it might use the date/time of the conversion itself.

The data discrepancy between Google Ads and offline sources could likely be due to different time attributions for conversions. Google Ads records conversions based on the date/time of the click that led to the conversion. In contrast, other sources might mark the conversion at the time it happened. Additionally, duplicate conversions can occur in Google Ads if a visitor revisits the conversion page, depending on the conversion count setting. This issue can be resolved by adding a unique transaction ID to the event tag.

If you need to pick the two types of optimization, which ones would you choose? Choose two.

  1. Targeting optimization
  2. Bidding optimization
  3. Channel optimization
  4. Media mix optimization

Correct Answer:

  • Channel optimization
  • Media mix optimization

Explanation: The two primary types of optimization in marketing are Media Mix Optimization and Channel Optimization. Media Mix Optimization involves strategically shifting your advertising budget from lower-performing to higher-performing channels to maximize overall performance. On the other hand, Channel Optimization focuses on maximizing business outcomes by adjusting how ads are delivered within a specific channel through bidding, creative customization, and dynamic audience targeting. Together, they create a robust optimization strategy for marketing campaigns.

If you want event-based data as opposed to session-based data, what platform would you use?

  1. You’d use Google Ads Conversion Tracking.
  2. You’d use Google Analytics Classic.
  3. You’d use Universal Analytics.
  4. You’d use Google Analytics 4.

Correct Answer:

  • You’d use Google Analytics 4.

Explanation: For event-based data collection rather than session-based, Google Analytics 4 (GA4) is the preferred platform. GA4 captures each user interaction as an event, unlike Universal Analytics where each event is a distinct hit type with Category, Action, and Label. This fundamental difference in the data model makes GA4 more versatile. A simple activity like a page view triggers a ‘page_view’ event in GA4. GA4 reports, however, do not display Category, Action, and Label, necessitating a new approach to data collection.

Reference: https://support.google.com/analytics/answer/9964640

If you want to add a column for conversion value per cost after setting up conversion tracking, how does that get calculated?

  1. By dividing the total conversion value by the total cost of all ad interactions
  2. By dividing the total conversion value by the number in the conversions column
  3. By dividing the total cost by the number in the conversions column
  4. By dividing the number in the conversions column by the total eligible interactions

Correct Answer:

  • By dividing the number in the conversions column by the total eligible interactions

Conversion value per cost, denoted as “Conv. value / cost,” provides an estimated measure of your return on investment from your ad campaigns. This value is computed by dividing your total conversion value (the aggregate value of all conversions) by the total cost incurred for all ad interactions. This calculation allows you to evaluate the efficiency of your ad spend in generating valuable conversions.

Read more here: https://support.google.com/google-ads/answer/6270625

If you want to know how well your Google Ads account will perform, what estimate should you use?

  1. You should use recommendation score.
  2. You should use attribution score.
  3. You should use quality score.
  4. You should use optimization score.

Correct Answer:

  • You should use optimization score.

The Google Ads Optimization Score is a pivotal tool that estimates the performance potential of your account, on a scale from 0-100%. A 100% score indicates maximum potential. Coupled with this score are recommendations to enhance each campaign, each showing how much it could impact your score. It’s important to note that the Optimization Score is available at different levels – Campaign, Account, and Manager Account – and for various active campaigns. This score is dynamic and can change due to several factors such as account statistics, settings, and general trends in the ads ecosystem.

Read more here: https://support.google.com/google-ads/answer/9061547

If you want to know the duration between a user’s first exposure and their subsequent conversion, what report do you need?

  1. You need the navigation report.
  2. You need the seasonality report.
  3. You need the time lag report.
  4. You need the change history report.

Correct Answer:

  • You need the time lag report.

The Time Lag report is instrumental in determining the duration between a user’s first exposure to an ad and their subsequent conversion. This report, indicating the time elapsed in days, helps measure user response rates and allows comparisons between early and later responses. It’s a valuable asset in calibrating lookback window settings for Floodlight activities. Depending on whether your ads are aimed at immediate action or brand awareness, Time Lag reports provide valuable insights to assess your campaign’s effectiveness.

Read more here: https://support.google.com/campaignmanager/answer/2823712

If you wanted to help an online store owner complete the implementation of conversion tracking tags into their website, how could Tag Assistant help you get that job done?

  1. Tag Assistant could automatically create tag code snippets.
  2. Tag Assistant could tell you which Google Analytics reports are incorrect.
  3. Tag Assistant could create the Google Click Identifier tag (GCLID).
  4. Tag Assistant could troubleshoot unverified conversion actions.

Correct Answer:

  • Tag Assistant could troubleshoot unverified conversion actions.

Tag Assistant can be a crucial tool for an online store owner implementing conversion tracking tags into their website, as it can troubleshoot unverified conversion actions. When integrated with Google Ads, Tag Assistant can be launched directly from your account to inspect conversions tracking tags. It’s particularly useful if the conversion action table shows “unverified” or “tag inactive” in the tracking status column, where it can verify the conversion actions.

Read more here: https://support.google.com/google-ads/answer/10989978

If you’re a digital advertiser, how do you define a tag?

  1. As a large snippet of code that’s placed on the conversion page of a website
  2. As a small snippet of code that’s placed on the conversion page of a website
  3. As a large snippet of code that’s placed on the homepage of a website
  4. As a small snippet of code that’s placed on every page of a website

Correct Answer:

  • As a small snippet of code that’s placed on every page of a website

Explanation: A tag, in digital advertising, is a small code snippet placed on every page of a website. It measures customer engagement after they click on an ad, collecting valuable data for analysis. Tags help understand user behaviour, preferences, and can be customized to focus on important conversions. By implementing tags effectively, advertisers optimize their strategies and achieve better results.

If you’re a digital marketing consultant, how would you describe the Google tag to your new advertiser?

  1. You’d describe it as a tag snippet for Google Shopping that’s needed for tracking.
  2. You’d describe it as what will replace Tag Manager, which has less accurate data.
  3. You’d describe it as being used to deploy and modify both Google and third-party tags.
  4. You’d describe it as a JavaScript framework, also known as gtag.js.

Correct Answer:

  • You’d describe it as a JavaScript framework, also known as gtag.js.

If you’re a digital marketing consultant, you would describe the Google tag to your new advertiser as a JavaScript framework called gtag.js. It serves as a powerful tool for implementing various tracking and measurement features on a website, enabling accurate data collection and analysis to enhance digital marketing strategies.

If you’re a marketer describing the criteria for store visits conversion tracking, what would you say?

  1. You’d say that store visits conversion tracking is available in all countries and regions as long as it’s not a sensitive business type or account.
  2. You’d say that store visits conversion tracking is available for all business types, but only in certain countries.
  3. You’d say that store visits conversion tracking has no mininum impression or click requirements.
  4. You’d say that store visits conversion tracking requires sufficient data to accurately report store visits and pass Google’s privacy thresholds.

Correct Answer:

  • You’d say that store visits conversion tracking requires sufficient data to accurately report store visits and pass Google’s privacy thresholds.

Explanation: As a marketer, store visits conversion tracking is pivotal to understand which campaigns, keywords, and devices drive the most store visits. The success of this process hinges on the availability of sufficient data to report store visits accurately while ensuring user privacy. Essential criteria include having stores in eligible countries, non-sensitive store locations, utilization of location assets in ads, and sufficient ad clicks and foot traffic. Also, ensure your store locations are correctly set up and verified in your Business Profile if using location assets with it.

If you’re a marketer setting up the value of an online conversion action, what would you do?

  1. Regardless of the value of the lead, you’d always set it as $0.
  2. If the average value of a lead is $20, you’d assign the value as $200.
  3. Regardless of the value of the lead, you’d always set it as $1.
  4. If the average value of a lead is $20, you’d assign the value as $20.

Correct Answer:

  • If the average value of a lead is $20, you’d assign the value as $20.

As a marketer, when setting up the value of an online conversion action, you should align it with the average lead value. For instance, if the average value of a lead is $20, the conversion action should be assigned this same value. This approach assists in accurately tracking campaign success and optimizing marketing expenditures.

If you’re analyzing the conversion data of your Search Ads campaign in Google Ads in order to see how changes in the attribution model might impact conversion reporting, what report would you use to get that information?

  1. You’d use the conversions report.
  2. You’d use the click analysis report.
  3. You’d use the attribution report.
  4. You’d use the campaigns report.

Correct Answer:

  • You’d use the attribution report.

Explanation: When analyzing the conversion data of your Search Ads campaign in Google Ads, you’d use the ‘Attribution report’ to understand how changes in the attribution model might affect conversion reporting. Attribution reports elucidate the consumer’s conversion paths and the role of different keywords. They help estimate the impact of modifications to the attribution model, although they don’t include all conversion types. They illuminate how your various advertising initiatives work in tandem to facilitate conversions.

If you’re getting good traffic but not enough conversions from your ads, what should you do to improve your conversion rate?

  1. You should turn off the ads to stop traffic.
  2. You should use more general keywords.
  3. You should reduce campaign budgets.
  4. You should add more negative keywords.

Correct Answer:

  • You should add more negative keywords.

Explanation: If you’re getting a good volume of traffic but fewer conversions, implementing negative keywords in your Google Ads can improve your conversion rate. By using negative keywords, you can filter out irrelevant searches. For instance, if your ad gets displayed when people search for “video game magazine”, but you sell figurines, consider adding “magazine” as a negative keyword. This ensures your ad won’t appear in unrelated searches, bringing you more potential customers ready to purchase.

In setting up the value of an online conversion action, what should you do?

  1. Regardless of the value of the lead, always set it as $0.
  2. Regardless of the value of the lead, always set it as $1.
  3. If the average value of a lead is $20, assign the value as $20.
  4. If the average value of a lead is $20, assign the value as $200.

Correct Answer:

  • If the average value of a lead is $20, assign the value as $20.

The value of an online conversion action corresponds to the economic worth it represents for your business. In this case, if you’ve calculated that the average lead contributes $20 to your profit, it’s sensible to assign that same value ($20) to each conversion action. This facilitates performance tracking and budget optimization.

In terms of advertising, what’s attribution?

  1. Determining the cost of each asset used in a marketing campaign
  2. Determining how much cost each channel requires
  3. Determining how much credit to award a client for their referral
  4. Determining how much credit each step of a process should receive

Correct Answer:

  • Determining how much credit each step of a process should receive

Explanation: In advertising, attribution refers to the process of determining how much credit each step of a consumer’s journey should receive for a conversion. It’s about understanding how different ad interactions contribute to the customer’s decision to convert. Attribution models, as tools, provide advertisers with control over this crediting process, allowing for early customer engagement, alignment with business needs, and bid optimization based on ad performance insights. They equip advertisers to influence customers earlier, tailor advertising strategies, and improve bidding, all on the back of a deeper understanding of ad performance.

In the world of digital advertising, how would a tag be defined?

  1. It would be defined as a small snippet of code that’s placed on the conversion page of a website.
  2. It would be defined as a large snippet of code that’s placed on the conversion page of a website.
  3. It would be defined as a large snippet of code that’s placed on the homepage of a website.
  4. It would be defined as a small snippet of code that’s placed on every page of a website.

Correct Answer:

  • It would be defined as a small snippet of code that’s placed on every page of a website.

Explanation: In digital advertising, a tag is a small code snippet placed on every page of a website. It plays a crucial role in measuring customer engagement post-ad click. The tag gathers valuable information about user actions, transmitting it back to the Google Ads account for analysis. By customizing tags, advertisers gain insights into user preferences and behavior, focusing on specific conversions for optimized strategies.

In what two ways can the Recommendations page in your Google Ads account help with campaign performance? Choose two.

  1. It can increase your budget if you select to auto apply to recommendations.
  2. It can increase the amount of time and effort spent on optimizing campaigns.
  3. It can help maximize your budget by improving bidding and keywords.
  4. It can introduce you to new features and trends across Google.

Correct Answer:

  • It can help maximize your budget by improving bidding and keywords.
  • It can introduce you to new features and trends across Google.

The Google Ads Recommendations page offers invaluable assistance in optimizing your campaigns. It helps you maximize your budget through enhancements in bidding, keywords, and ads. Plus, it familiarizes you with new Google trends and features. The page showcases an optimization score, reflecting how well your account is set to perform. Recommendations, based on your account’s history, settings, and Google-wide trends, continually evolve to align with current best practices. Whether auto-applied or manually selected, these insights aid in boosting your campaign efficiency and performance.

Read more here: https://support.google.com/google-ads/answer/3416396

In what way are incrementality experiments different from A/B experiments?

  1. Incrementality experiments measure Event the relative effectiveness of different versions of a marketing campaign.
  2. Incrementality experiments both require a holdback group to determine which version of an ad performs better.
  3. Incrementality experiments typically require a smaller sample size and less sophisticated statistical analysis.
  4. Incrementality experiments determine the impact of ads on a consumer’s decision to convert or not.

Correct Answer:

  • Incrementality experiments determine the impact of ads on a consumer’s decision to convert or not.

Explanation: Incrementality experiments, unlike A/B experiments, are designed to ascertain the effect of ads on a consumer’s decision to either convert or not convert. This distinction lies in the setup of incrementality experiments which include a control, or holdback, group that does not see the ad. This contrasts with A/B experiments which simply release two versions of an ad to audiences to identify the better performer, without a holdback group.

In what way can the power of Google’s AI be beneficial to advertisers?

  1. By replacing the need for analytics solutions
  2. By reducing the volume of search conversions
  3. By minimizing marketing insights
  4. By optimizing performance in real-time

Correct Answer:

  • By optimizing performance in real-time

Google’s AI serves as a powerful tool for advertisers, optimizing performance in real-time. It employs modern AI marketing tools to process extensive data on campaign performance and customer behaviour. Identifying patterns and connections swiftly, Google’s AI formulates real-time predictions to improve performance and boost conversions. Leveraging Google’s AI allows advertisers to train machine learning models, optimizing outcomes and influencing the campaign process.

In what way do view-through conversions get counted?

  1. They get counted as conversions that are recorded when users view and interact with an ad, then never convert.
  2. They get counted as conversions that are recorded when new users view and interact with an ad, then later convert.
  3. They get counted as conversions that are recorded when repeat users view but don’t interact with an ad, then later convert.
  4. They get counted as conversions that are recorded when users view but don’t interact with an ad, then later convert.

Correct Answer:

  • They get counted as conversions that are recorded when users view but don’t interact with an ad, then later convert.

Explanation: View-through conversions get counted when users view an ad but don’t interact directly with it, and later complete a conversion on your site. This information is uniquely captured in the “View-through conversions” column of your Google Ads account. In contrast to other conversion metrics, view-through conversions highlight the value of impressions in driving conversions, especially for display and video campaigns. These conversions factor in the settings of your conversion actions and are based on the last viewable impression of an ad. They automatically exclude conversions from users who have interacted with any of your other ads.

In what way does Google’s phone call conversion tracking feature track calls to an advertiser’s account?

  1. It tracks calls via the assigned Google Click Identifier (GCLID) set up in the advertiser’s account.
  2. It tracks calls via the conversion name for the advertiser’s store.
  3. It tracks calls via the phone number listed on the advertiser’s official store website.
  4. It tracks calls via a dynamically created Google forwarding number.

Correct Answer:

  • It tracks calls via a dynamically created Google forwarding number.

Explanation: Google’s phone call conversion tracking feature enables advertisers to ascertain the effectiveness of their ads in driving phone calls from their website. This is achieved by using a dynamically-created Google forwarding number that substitutes the business number on the site. The tracking counts a call as a conversion if it exceeds a set minimum duration, thereby omitting short, less substantial calls. Consequently, advertisers can pinpoint which specific keywords, ads, ad groups, and campaigns are inducing call conversions.

Read more here: https://support.google.com/google-ads/answer/6095883

In what way does experimentation help achieve a best-in-class measurement approach?

  1. By assisting in the collection of multiple data points
  2. By driving a macro budget strategy
  3. By helping assign credit across touchpoint
  4. By providing a way to validate and test insights

Correct Answer:

  • By providing a way to validate and test insights

Explanation: Experimentation contributes to a best-in-class measurement approach by serving as a validation and testing tool for insights. Integrating this with attribution, which comprehends the customer journey and assigns credit across touchpoints, and Marketing Mix Models (MMM) that shape macro budget strategy, results in a robust approach to measuring Return on Investment (ROI).

Incrementality experiments differ from A/B experiments in what way?

  1. By measuring the relative effectiveness of different versions of a marketing campaign.
  2. By both requiring a holdback group to determine which version of an ad performs better.
  3. By typically requiring a smaller sample size and less sophisticated statistical analysis.
  4. By determining the impact of ads on a consumer’s decision to convert or not convert.

Correct Answer:

  • By determining the impact of ads on a consumer’s decision to convert or not convert.

Explanation: Incrementality experiments differ from A/B experiments primarily in their methodology and goal. Specifically, incrementality experiments determine the impact of ads on a consumer’s decision to convert or not. They compare the behavior of control and treatment groups, using a holdback control group that doesn’t see the ad, which sets them apart from A/B experiments where no such holdback group exists and two versions of an ad are simply compared for performance.

Maximize Conversion can be described in which of the following ways?

  1. Maximize Conversions aims to achieve an average return on ad spend (ROAS) equal to a desired target.
  2. Maximize Conversions is the safest bidding strategy for all business types to optimize their bidding.
  3. Maximize Conversions automatically limits conversions that don’t align with a desired bidding strategy.
  4. Maximize Conversions uses machine learning to capture as many conversions as possible within a daily budget.

Correct Answer:

  • Maximize Conversions uses machine learning to capture as many conversions as possible within a daily budget.

Maximize Conversions is a powerful bidding strategy employed in Google Ads. It leverages machine learning to optimize your bids in real-time, with the aim of achieving as many conversions as possible within the confines of your daily budget. The strategy evaluates historical data and contextual signals during each auction to set an optimal CPC bid, thereby ensuring the effective utilization of your ad spend.

Read more here: https://support.google.com/google-ads/answer/7381968

On a website or app, what would Google Analytics 4 refer to as interactions?

  1. It would refer to goal.
  2. It would refer to conversion.
  3. It would refer to incident.
  4. It would refer to event.

Correct Answer:

  • It would refer to event.

Explanation: Google Analytics 4 (GA4) refers to interactions on a website or app as “events”. These events represent specific user activities such as clicking a link, loading a page, or making a purchase. System occurrences like app crashes or ad impressions are also considered events. These events provide valuable insights into user behavior, helping businesses optimize their digital strategy.

Store visits conversion tracking can be described in which way?

  1. It has no mininum impression or click requirements.
  2. It’s available in all countries and regions as long as it’s not a sensitive business type or account.
  3. It’s available for all business types, but only in certain countries.
  4. It requires sufficient data to accurately report store visits and pass Google’s privacy thresholds.

Correct Answer:

  • It requires sufficient data to accurately report store visits and pass Google’s privacy thresholds.

Explanation: Store visits conversion tracking provides key insights into which campaigns, keywords, and devices are most effective in driving customer visits. The process, however, requires enough data to accurately measure these visits while preserving users’ privacy. Store locations should be eligible and non-sensitive, while ads must use location assets. Enough ad clicks and store foot traffic are necessary to meet privacy thresholds. Also, if location assets are used with a Business Profile, all store locations should be verified.

Target ROAS bidding can correctly be described in which of the following ways?

  1. Target ROAS determines that if a user’s search is likely to generate a conversion with high value, target ROAS will bid low on that search.
  2. Target ROAS uses historical and uploaded data to set the value of a conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these ads to maximize return.
  3. Target ROAS determines that if a user’s search is likely to generate a conversion with low value, target ROAS will bid high on that search.
  4. Target ROAS analyzes and intelligently predicts the value of a potential conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these searches to maximize return.

Correct Answer:

  • Target ROAS analyzes and intelligently predicts the value of a potential conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these searches to maximize return.

The Recommendations page in your Google Ads account can help with campaign performance in which of the following two ways? Choose two.

  1. By increasing your budget if you select to auto apply to recommendations
  2. By increasing the amount of time and effort spent on optimizing campaigns
  3. By introducing you to new features and trends across Google
  4. By helping to maximize your budget as it improves bidding and keywords

Correct Answer:

  • By introducing you to new features and trends across Google
  • By helping to maximize your budget as it improves bidding and keywords

The Recommendations page within your Google Ads account offers powerful ways to enhance your campaign performance. It aids in budget optimization by refining your bidding and keyword strategies, while introducing you to new Google features and trends. This section generates bespoke suggestions based on your account’s historical performance, settings, and trends across Google. An evolving tool, it keeps pace with Google Ads best practices. The Recommendations can be manually selected or auto-applied, the latter won’t increase your budget, thus maximizing campaign efficiency.

Read more here: https://support.google.com/google-ads/answer/3416396

The conversion date between Google Ads and Google Analytics is different. Why might that be?

  1. Because Google Ads can attribute conversions to a date for an impression, whereas Google Analytics can’t.
  2. Because Google Ads attributes conversions to the day they happen, not to the date of the click that caused the conversion.
  3. Because Google Analytics attributes conversions to the day they happen, not to the date of the impression that caused the conversion.
  4. Because Google Analytics attributes conversions to the date of the impression that caused the conversion.

Correct Answer:

  • Because Google Analytics attributes conversions to the day they happen, not to the date of the impression that caused the conversion.

Explanation: The disparity in conversion dates between Google Ads and Google Analytics originates from their distinctive attribution approaches. Google Ads attributes conversions to the time of the ad click leading to the conversion, while Google Analytics accredits conversions to the actual day of the event. Also, the two platforms have differing reporting freshness and conversion count methodologies, contributing to discrepancies in conversion data.

The enhanced cost-per-click (ECPC) bidding strategy can be described in which of the following ways?

  1. ECPC first looks at ad auctions, before lowering a max cost-per-click (CPC) bid.
  2. ECPC first looks at a listed target return on investment (ROI), before lowering a max cost-per-click (CPC) bid.
  3. ECPC first looks at a listed target return on investment (ROI), before raising a max cost-per-click (CPC) bid.
  4. ECPC first looks at ad auctions, before raising a max cost-per-click (CPC) bid.

Correct Answer:

  • ECPC first looks at ad auctions, before raising a max cost-per-click (CPC) bid.

There are two types of optimization. What are they? Choose two.

  1. Bidding optimization
  2. Targeting optimization
  3. Media mix optimization
  4. Channel optimization

Correct Answer:

  • Media mix optimization
  • Channel optimization

Explanation: The two types of optimization critical to marketing strategies are Media Mix Optimization and Channel Optimization. Media Mix Optimization emphasizes adjusting media investment across different channels based on performance. For instance, if video ads have higher ROI than display ads, resources might be reallocated accordingly. Channel Optimization, conversely, refines ad delivery within a particular channel through strategies like bid adjustment, creative customization, and dynamic audience targeting, all to maximize business outcomes.

To compete in the right auctions with the most data and flexibility, what keyword match type does Smart Bidding need?

  1. Exact match
  2. Phrase match
  3. Negative match
  4. Broad match

Correct Answer:

  • Broad match

Explanation: Smart Bidding pairs exceptionally well with broad match keywords, optimizing for conversions or conversion value in each auction, also known as “auction-time bidding.” With broad match, Smart Bidding can quickly learn and find additional beneficial auctions, boosting optimization without the need for match type segmentation. This strategy adeptly manages the constant flux in consumer behavior and search patterns. Moreover, when combined with creative automation, broad match keywords enable Google Ads to determine the best performing headline and description combinations across the broad match spectrum, further optimizing for each query.

Read more here: https://support.google.com/google-ads/answer/12158267

To describe Google Tag Manager, what two capabilities would you choose? Choose two.

  1. You’d say it can only be used to deploy and modify third-party tags.
  2. You’d say it’s a JavaScript framework that’s used to add Google tags directly to web pages.
  3. You’d say it has collaboration and versioning capabilities.
  4. You’d say it allows you to quickly and easily update tags on your website or mobile app from a web interface.

Correct Answer:

  • You’d say it has collaboration and versioning capabilities.
  • You’d say it allows you to quickly and easily update tags on your website or mobile app from a web interface.

Explanation: Google Tag Manager (GTM) is a robust tool that offers unique capabilities. Firstly, it possesses collaboration and versioning capabilities. This means multiple users can contribute to the tag management process and every change can be tracked, allowing for easy rollbacks if needed. Secondly, GTM allows you to swiftly and efficiently update tags on your website or mobile app via a user-friendly web interface. This seamless process not only enhances tag management but also optimizes the efficiency of your website or app.

To determine how well your Google Ads account is set to perform, what estimate would you use?

  1. You’d use quality score.
  2. You’d use attribution score.
  3. You’d use recommendation score.
  4. You’d use optimization score.

Correct Answer:

  • You’d use optimization score.

The Optimization Score is an invaluable tool in Google Ads, providing an estimate of your account’s performance potential. It ranges from 0-100%, with 100% suggesting optimal performance. This score is coupled with recommendations, each indicating the potential impact on the score if implemented. Note that the Optimization Score is dynamic and exists at Campaign, Account, and Manager Account levels for active campaigns. It varies in real time with changes in statistics, settings, and the broader ad ecosystem.

Read more here: https://support.google.com/google-ads/answer/9061547

To evaluate their campaigns, what should marketers do?

  1. They should use lifetime value analysis to examine the impact to brand lift metrics.
  2. They should focus on the worst-performing ads and reduce the frequency of that ad, then reevaluate.
  3. They should check whether all the budget was used for the campaign or not.
  4. They should check whether the result of a specific objective exceeded or fell short of its goal.

Correct Answer:

  • They should check whether the result of a specific objective exceeded or fell short of its goal.

To evaluate their campaigns effectively, marketers should compare actual outcomes against set objectives. If a campaign surpasses its goal, it’s a success. Conversely, it under-delivers if it falls short. For instance, consider a scenario where a campaign aimed for a 10-point increase in brand awareness but achieved a 12-point lift – this would be deemed successful. On the other hand, if a campaign aimed to enhance brand favorability by five points but only managed a four-point increase, it did not meet expectations. This measurement process is iterative, allowing marketers to identify successful elements and areas for improvement, refining their strategies as they go along.

To implement sitewide tagging, what do you have to do?

  1. You have to turn off auto-tagging in all your Google Ads accounts that are enabled for sitewide tagging.
  2. You have to use just the image portion of the JavaScript.
  3. You have to make sure the tag still works by loading it within another tracking tag, like Floodlight.
  4. You have to make sure Google Click Identifier (GCLID) still works if using click trackers in the URL.

Correct Answer:

  • You have to make sure Google Click Identifier (GCLID) still works if using click trackers in the URL.

Explanation: To implement sitewide tagging effectively, it’s crucial to ensure the Google Click Identifier (GCLID) functions correctly, even when using click trackers in the URL. The GCLID is essential for tracking the unique identifier of a user or the ad click that brought the user to your site. When an ad is clicked, parameters like GCLID and AUID (Advertiser user ID) are automatically added to your landing page if auto-tagging is enabled in your Google Ads account. This information is then stored in first-party cookies, which are deployed by sitewide tagging solutions, and used for accurate conversion measurements when the same tags are triggered on the conversion page.

To learn how often an ad click or other ad interaction leads to a conversion, on average, what metric would you use?

  1. You’d use conversion value-per-click.
  2. You’d use conversion value-per-cost.
  3. You’d use cost-per-conversion.
  4. You’d use conversion rate.

Correct Answer:

  • You’d use conversion rate.

Explanation: Conversion rate is a key metric in digital marketing that provides insights into the effectiveness of an ad campaign. It is calculated by dividing the number of conversions by the total number of interactions (such as ad clicks) and then multiplying the result by 100 to get a percentage. In other words, the conversion rate reveals how often, on average, an ad interaction like a click leads to a desired outcome or ‘conversion’ (e.g., a purchase, a signup). A higher conversion rate signifies a more successful ad campaign, with more users completing the desired action.

To set up conversion tracking, what should you do first?

  1. First, add a conversion tracking tag to your website or app after modifying it in Google Ads.
  2. First, modify the tag for your website or app after requesting it from your web administrator.
  3. First, set up a conversion action in Google Ads to measure what you consider to be valuable consumer actions.
  4. First, request a snippet of code from your web administrator and add it to your website for everyone you want to track.

Correct Answer:

  • First, set up a conversion action in Google Ads to measure what you consider to be valuable consumer actions.

Explanation: The first step in setting up conversion tracking is to create a conversion action in Google Ads, representing the valuable consumer actions you wish to measure. Google Ads will then provide a conversion tracking tag, which is a piece of code that needs to be added to your website or app. Once this is done, each time a visitor completes the defined conversion action(s), the tag will send data back to Google Ads, allowing you to track and measure the success of your ad campaigns.

To set up enhanced conversions for web, what should an advertiser do?

  1. An advertiser should go through the Google Ads API for enhanced conversions.
  2. An advertiser should go through Google Tag Assistant.
  3. An advertiser should go through Google Analytics Manager.
  4. An advertiser should go through Google Tag Manager, Google tag, or Google Ads API to set up enhanced conversions.

Correct Answer:

  • An advertiser should go through Google Tag Manager, Google tag, or Google Ads API to set up enhanced conversions.

Explanation: To set up enhanced conversions for web, an advertiser should utilize Google Tag Manager, Google Tag, or Google Ads API. These tools provide the necessary functionality to implement enhanced conversions and track valuable data for optimizing advertising campaigns and boosting conversions effectively.

To track product newsletter sign-ups on a website, what type of conversion action would a marketer use?

  1. A marketer would use purchase.
  2. A marketer would use app installs.
  3. A marketer would use pageview.
  4. A marketer would use lead.

Correct Answer:

  • A marketer would use lead.

Explanation: Product newsletter sign-ups on a website, as a valuable customer action, would fall under the ‘Lead’ category of conversion actions. These actions, which also include online purchases, calls, app downloads, and in-app actions, can be tracked to evaluate the efficacy of ads. This allows marketers to understand how their campaigns stimulate valuable actions like newsletter sign-ups.

Read more here: https://support.google.com/google-ads/answer/6032150

To turn marketing insights into action, what action should you take?

  1. You should increase the frequency of underperforming ad creatives.
  2. You should increase investment in an underperforming channel.
  3. You should focus on the right audience for the message shared in that stage of the buying journey.
  4. You should shift budgets from well-performing channels to underperforming channels.

Correct Answer:

  • You should focus on the right audience for the message shared in that stage of the buying journey.

Explanation: To effectively turn marketing insights into actionable strategies, it’s essential to focus on the right audience for each stage of the buying journey. Prioritize verifying the efficacy of your ads, implementing A/B testing to optimize your creative content, and confirming your target audience. Missteps can lead to underperformance or even loss of revenue, so it’s crucial to reallocate budgets conservatively when shifting investments based on these insights.

What are the two types of optimization? Choose two.

  1. Targeting optimization
  2. Bidding optimization
  3. Media mix optimization
  4. Channel optimization

Correct Answer:

  • Media mix optimization
  • Channel optimization

Explanation: The two core types of optimization in marketing are Media Mix Optimization and Channel Optimization. Media Mix Optimization involves reallocating your advertising budget across different channels based on their performance. Meanwhile, Channel Optimization focuses on fine-tuning how ads are served within a specific channel through bid adjustments, creative customizations, and dynamic audience targeting. These strategies, when implemented correctly, can significantly enhance the effectiveness of your marketing campaigns.

What are three factors that influence conversion volume, along with conversion delay? Choose three.

  1. Changes to default browser
  2. Changes to discrepancy model
  3. Changes to attribution model
  4. Changes in competition or seasonality
  5. Changes to ads

Correct Answer:

  • Changes to attribution model
  • Changes in competition or seasonality
  • Changes to ads

Explanation: Conversion volume in a Google Ads campaign can be influenced by three factors along with conversion delay: changes to the attribution model, alterations in competition or seasonality, and modifications to ads. Any fluctuations in clicks due to seasonality or a change in competition can impact traffic to your website and subsequently conversions. Alterations to your ads such as keyword additions, targeting, ad creatives, and Max CPC may also affect the audience and their likelihood of conversion. Lastly, shifting the attribution model can lead to conversion credits being attributed further into the past, making recent conversion volume appear lower.

What are two benefits of using the Recommendations page in a Google Ads account to help with campaign performance? Choose two.

  1. The Recommendations page can increase the amount of time and effort spent on optimizing campaigns.
  2. The Recommendations page can increase your budget if you select to auto apply to recommendations.
  3. The Recommendations page can introduce you to new features and trends across Google.
  4. The Recommendations page can help maximize your budget by improving bidding and keywords.

Correct Answer:

  • The Recommendations page can introduce you to new features and trends across Google.
  • The Recommendations page can help maximize your budget by improving bidding and keywords.

The Recommendations page in Google Ads is designed to augment your campaign performance in two vital ways. Firstly, it unveils new features and Google-wide trends to keep your campaigns contemporary. Secondly, it helps stretch your budget by enhancing bidding tactics and keywords, thereby driving better value from your ads. These personalized recommendations are grounded on your account’s past performance, settings, and ongoing Google trends. You can choose to apply these suggestions automatically or manually, offering flexibility in maintaining the effectiveness of your campaigns.

Read more here: https://support.google.com/google-ads/answer/3416396

What are two capabilities of Google Tag Manager? Choose two.

  1. It’s a JavaScript framework that’s used to add Google tags directly to web pages.
  2. It can only be used to deploy and modify third-party tags.
  3. It allows you to quickly and easily update tags on your website or mobile app from a web interface.
  4. It has collaboration and versioning capabilities.

Correct Answer:

  • It allows you to quickly and easily update tags on your website or mobile app from a web interface.
  • It has collaboration and versioning capabilities.

Explanation: Google Tag Manager (GTM) brings two notable capabilities to the table. First, it allows for the quick and easy updating of tags on your website or mobile application from a user-friendly web interface. This eliminates the need for extensive coding and allows for faster, more efficient tag management. Second, GTM is equipped with collaboration and versioning capabilities. These features enable multiple users to work together on tag management and keep track of all changes made, enhancing efficiency and accuracy in your tag management processes.

What could you do to improve your conversion rate if you’re getting a good amount of traffic from your ads but not enough conversions?

  1. You could turn off the ads to stop traffic.
  2. You could use more general keywords.
  3. You could reduce campaign budgets.
  4. You could add more negative keywords.

Correct Answer:

  • You could add more negative keywords.

Explanation: To enhance your conversion rate, even with substantial ad traffic, consider adding more negative keywords. These ensure your ad doesn’t appear for certain search terms, targeting customers ready to make purchases. For instance, if you sell figurines but your ad shows up for “video game magazine” searches, adding “magazine” as a negative keyword can refine your audience and boost conversions.

What do marketing mix models show advertisers?

  1. They’re a way to determine the impact of a specific variable on control and treatment groups.
  2. They evaluate a customer’s long-term marketing value to provide a more accurate view of performance.
  3. They use your conversion data to calculate the contribution of each interaction across the conversion path.
  4. They’re an analysis that shows the impact of marketing on a brand’s sales.

Correct Answer:

  • They’re an analysis that shows the impact of marketing on a brand’s sales.

Explanation: Marketing Mix Models (MMM) are analytical tools designed to highlight the influence of marketing on a brand’s sales. They offer value for businesses investing heavily in offline media or those operating predominantly through physical stores. MMMs account for a myriad of sales-driving factors, including various media and marketing channels, brand perception, the economy, and competitor activities. Despite being a demanding process, MMMs offer a robust way to determine the impact of different media channels on sales.

What does Google Analytics 4 refer to as interactions on a website or app?

  1. Goal
  2. Incident
  3. Conversion
  4. Event

Correct Answer:

  • Event

Explanation: Google Analytics 4 (GA4) refers to interactions on a website or an app as “events”. These events capture a wide array of specific user activities, from clicking a link, loading a page, making a purchase, to system behaviors such as app crashes or ad impressions. Utilizing these events, businesses can gain detailed insights into user behavior and system performance.

What does it mean when ad campaigns are optimized by Google’s AI?

  1. They use basic tasks, then software, to automate those tasks, and the process has all the necessary data.
  2. They use rules-based attribution and software to achieve desired AI-friendly outcomes to influence the process and avoid optimizing for those outcomes.
  3. They use data-driven attribution to automate tasks., and the process has all the necessary data.
  4. They use AI and machine learning technology to predict what will achieve the best conversion outcomes to optimize bidding, creative, etc.

Correct Answer:

  • They use AI and machine learning technology to predict what will achieve the best conversion outcomes to optimize bidding, creative, etc.

Explanation: When ad campaigns are optimized by Google’s AI, they utilize Artificial Intelligence and machine learning to predict optimal conversion outcomes. AI-driven tools can ingest and analyze vast amounts of data on campaign performance and customer behavior, identifying patterns humans can’t manually detect. These insights allow for real-time optimization of various aspects like bidding, targeting, creative assets, and inventory, to improve campaign performance and increase conversions.

What does the term attribution mean when used to describe an advertising-related occurrence?

  1. Attribution means determining the cost of each asset used in a marketing campaign.
  2. Attribution means determining how much credit to award a client for their referral.
  3. Attribution means determining how much cost each channel requires.
  4. Attribution means determining how much credit each step of a process should receive.

Correct Answer:

  • Attribution means determining how much credit each step of a process should receive.

Explanation: In advertising, attribution signifies determining the credit each ad interaction deserves on a customer’s path to conversion. Using attribution models, advertisers gain insights into ad performance and optimize the conversion journey. The models give you control over how credit is allocated, enabling earlier customer engagement, business alignment, and bid optimization based on performance understanding.

What keyword match type gives Smart Bidding the most data and flexibility to compete in the right auctions?

  1. Phrase match
  2. Negative match
  3. Exact match
  4. Broad match

Correct Answer:

  • Broad match

Explanation: Broad match keywords enhance the flexibility and efficiency of Smart Bidding strategies such as Maximize conversions, Target CPA, and others. These broad match keywords feed Smart Bidding’s machine learning algorithms with ample data, allowing for optimal conversions in each auction. This pairing eliminates the need to anticipate every potential search, adjusting bids per query based on auction-time signals. Coupled with creative automation, broad match keywords empower Google Ads to automatically optimize the best performing combinations of headlines and descriptions across the broad match traffic.

Read more here: https://support.google.com/google-ads/answer/12158267

What method can be used to analyze the return on investment (ROI) for media, apart from attribution?

  1. Conversion lift can be used.
  2. Viewable CPM can be used.
  3. Smart Bidding can be used.
  4. Marketing mix model can be used.

Correct Answer:

  • Marketing mix model can be used.

A Marketing Mix Model (MMM) is a powerful tool that, apart from attribution, can be utilized to analyze the return on investment (ROI) for media. MMM quantifies the impact of diverse marketing efforts on sales, incorporating various sales drivers from media, marketing, brand consideration, to even external factors like the economy. Despite requiring substantial data and having some limitations, MMM provides invaluable insights for strategic planning, budgeting, and investment decisions, proving its worth for brands investing significantly in offline media channels or those with physical sales outlets.

What metric tells you how often, on average, an ad click or other ad interaction leads to a conversion?

  1. Cost-per-conversion
  2. Conversion value-per-cost
  3. Conversion value-per-click
  4. Conversion rate

Correct Answer:

  • Conversion rate

What platform uses event-based data instead of session-based data?

  1. Google Ads Conversion Tracking
  2. Universal Analytics
  3. Google Analytics Classic
  4. Google Analytics 4

Correct Answer:

  • Google Analytics 4

Explanation: Google Analytics 4 (GA4) uses an event-based data model instead of the session-based model used in Universal Analytics. In GA4, every interaction is captured as an event, eradicating the distinction between hit types found in Universal Analytics. For instance, when someone views a page on your website, GA4 triggers a ‘page_view’ event. GA4 doesn’t use the notions of Category, Action, and Label like Universal Analytics, prompting a rethinking of data collection according to the GA4 model.

Reference: https://support.google.com/analytics/answer/9964640

What report can determine how changes to the attribution model might impact conversion reporting when analyzing the conversion data of a Search Ads campaign in Google Ads?

  1. The click analysis report
  2. The campaigns report
  3. The attribution report
  4. The conversions report

Correct Answer:

  • The attribution report

Explanation: The ‘Attribution report’ is the answer when you’re analyzing conversion data of a Search Ads campaign in Google Ads and want to understand how changes to the attribution model could influence conversion reporting. Attribution reports unveil the routes consumers take to finalize a conversion, indicating the effect of certain keywords. They enable estimations of the possible impact of changes to your attribution model, despite not covering all conversion types. These reports offer valuable insights into the harmony of your advertising efforts in creating conversions.

What report can help show the duration between a user’s first exposure and their subsequent conversion?

  1. The navigation report
  2. The seasonality report
  3. The change history report
  4. The time lag report

Correct Answer:

  • The time lag report

The Time Lag report can provide valuable insights into the duration between a user’s first exposure to your ad and their subsequent conversion. This data can be used to measure and compare response rates to your online campaigns, helping to optimize strategies. For immediate calls to action, you’ll typically observe shorter time lags, whereas brand awareness campaigns may exhibit longer ones. This report assists in evaluating if your campaigns are meeting expectations.

Read more here: https://support.google.com/campaignmanager/answer/2823712

What should you do to set up the value of an online conversion action?

  1. You should always set the value as $1, regardless of the value of the lead.
  2. You should always set the value as $0, regardless of the value of the lead.
  3. You should assign the value as $200, if the average value of a lead is $20.
  4. You should assign the value as $20, if the average value of a lead is $20.

Correct Answer:

  • You should assign the value as $20, if the average value of a lead is $20.

Setting up the value of an online conversion action requires aligning it with the financial significance it holds for your business. If the average lead value is $20, this should be the value you assign to each conversion action. This aids in accurately evaluating marketing efficacy and optimizing resource allocation.

What’s a benefit of importing Google Analytics conversions to Google Ads?

  1. The ability to link accounts in Google Analytics without auto-tagging
  2. The ability to let first-party data be sent from websites
  3. The ability to view historical data from before the import
  4. The ability to provide Google Ads access to data that helps optimize bids

Correct Answer:

  • The ability to provide Google Ads access to data that helps optimize bids

The primary benefit of importing Google Analytics conversions to Google Ads is the provision of valuable data that aids in the optimization of bids. This process enables you to view Analytics conversion data directly in Google Ads, thus enhancing your bidding strategies and overall campaign performance. To initiate data import, link your Google Ads account to a Google Analytics account and activate auto-tagging. Note that historical data is not included and it can take up to 24 hours for the conversion data to be available in Google Ads.

What’s a requirement for implementing sitewide tagging?

  1. Use just the image portion of the JavaScript.
  2. Make sure the tag still works by loading it within another tracking tag, like Floodlight.
  3. Turn off auto-tagging in all your Google Ads accounts that are enabled for sitewide tagging.
  4. Make sure Google Click Identifier (GCLID) still works if using click trackers in the URL.

Correct Answer:

  • Make sure Google Click Identifier (GCLID) still works if using click trackers in the URL.

Explanation: Click Identifier (GCLID) is functional, especially if click trackers are being utilized in the URL. The GCLID plays a crucial role in tracking the unique identifier for a user or the ad click that leads the user to your site. With auto-tagging enabled in your Google Ads account, the GCLID and AUID (Advertiser User ID) parameters are automatically added to your landing page once an ad is clicked. These parameters are then stored in first-party cookies set by your sitewide tagging solutions, allowing for precise conversion measurements when the same tags are activated on the conversion page.

What’s an example of a campaign that fell short of its target goal?

  1. An email remarketing campaign with an expected lift in brand awareness of 5% and an actual lift in brand awareness of 12%
  2. A video campaign with an expected brand favorability lift of 5% and an actual brand favorability lift of 5%.
  3. A display campaign with an expected brand awareness lift of 10% and an actual brand awareness lift of 20%.
  4. A search campaign with an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.

Correct Answer:

  • A search campaign with an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.

An example of a campaign that didn’t meet its target is a search campaign with a projected increase in Return On Ad Spend (ROAS) of $50.12 but only managed to yield $10. This shortfall in achieving the target indicates a deviation from the set Key Performance Indicators (KPIs).

This underperformance could be a result of various factors such as incorrect audience targeting, substandard ad copy, insufficient budget, or high competition with other more effective campaigns. It’s crucial to critically examine these factors to identify the cause of the shortcoming, as this will help improve the effectiveness of future campaigns.

What’s the correct way to describe enhanced conversions for web?

  1. It uses third-party data to improve the accuracy of your conversion measurement.
  2. It uses third-party data to unlock more powerful bidding.
  3. It uses Google Analytics to unlock more powerful bidding
  4. It uses hashed, first-party data to unlock more powerful bidding.

Correct Answer:

  • It uses hashed, first-party data to unlock more powerful bidding.

Explanation: Enhanced conversions for the web can be accurately described as a method that utilizes hashed, first-party data to unlock more powerful bidding capabilities. This approach involves capturing first-party customer data, such as email addresses, and securely hashing it before sending it to Google. The hashed data is then used to enhance conversion measurement and optimize bidding strategies. By leveraging this privacy-safe technique, advertisers can obtain more accurate insights into user behaviour and improve campaign performance. In summary, enhanced conversions for the web rely on the use of hashed, first-party data to enable more effective bidding optimization and drive better results.

What’s the correct way to set up enhanced conversions for web?

  1. Through the Google Ads API for enhanced conversions
  2. Through Google Tag Assistant
  3. Through Google Analytics Manager
  4. Through Google Tag Manager, Google tag, or Google Ads API

Correct Answer:

  • Through Google Tag Manager, Google tag, or Google Ads API

Explanation: Setting up enhanced conversions for the web can be done through three methods: Google Tag Manager, Google tag, or Google Ads API. Advertisers have the flexibility to choose the most suitable option to configure and implement enhanced conversions, ensuring improved measurement and optimization of their website’s performance.

What’s the definition of a Google tag, as described to a new advertiser by a digital marketing consultant?

  1. A Google tag will replace Tag Manager, which has less accurate data.
  2. A Google tag is used to deploy and modify both Google and third-party tags.
  3. A Google tag is a tag snippet for Google Shopping that’s needed for tracking.
  4. A Google tag is a JavaScript framework, also known as gtag.js.

Correct Answer:

  • A Google tag is a JavaScript framework, also known as gtag.js.

Explanation: The Google tag, defined to new advertisers as a powerful tool by digital marketing consultants, is a versatile JavaScript framework, otherwise known as gtag.js. This framework facilitates website tracking, facilitating insights on visitor behavior and campaign effectiveness, thus helping to maximize website performance and marketing strategies.

What’s the definition of a tag, as it pertains to digital advertising?

  1. A tag is a large snippet of code that’s placed on the conversion page of a website.
  2. A tag is a small snippet of code that’s placed on the conversion page of a website.
  3. A tag is a large snippet of code that’s placed on the home page of a website.
  4. A tag is a small snippet of code that’s placed on every page of a website.

Correct Answer:

  • A tag is a small snippet of code that’s placed on every page of a website.

Explanation: A tag, in digital advertising, is a small code snippet placed on every page of a website. It collects valuable data on user actions and behaviours after clicking on an ad, transmitting it back to the Google Ads account for analysis. Tags enable understanding of user engagement, preferences, and can be customized to prioritize important conversions. By effectively implementing tags, advertisers optimize their advertising strategies and achieve better results.

What’s the practice you’d want to use for turning marketing insights into action?

  1. Increase investment in an underperforming channel.
  2. Shift budgets from well-performing channels to underperforming channels.
  3. Increase the frequency of underperforming ad creatives.
  4. Focus on the right audience for the message shared in that stage of the buying journey.

Correct Answer:

  • Focus on the right audience for the message shared in that stage of the buying journey.

Explanation: To effectively turn marketing insights into action, the primary practice involves focusing on the correct audience for the specific message at each stage of the buying journey. This entails checking ad effectiveness, utilizing A/B testing for creatives, ensuring you’re reaching the right audience, and smart budget allocation. It’s crucial to correctly interpret the insights to avoid any actions that may negatively impact revenue and profitability.

When ad campaigns are optimized by Google’s AI, what does that mean?

  1. It means they use basic tasks, then software, to automate those tasks, and the process has all the necessary data.
  2. It means they use rules-based attribution and software to achieve desired AI-friendly outcomes to influence the process and avoid optimizing for those outcomes.
  3. It means they use data-driven attribution to automate tasks, and the process has all the necessary data.
  4. It means they use AI and machine learning technology to predict what will achieve the best conversion outcomes to optimize bidding, creative, etc.

Correct Answer:

  • It means they use AI and machine learning technology to predict what will achieve the best conversion outcomes to optimize bidding, creative, etc.

Explanation: When ad campaigns are optimized by Google’s AI, it means that they harness the power of AI and machine learning to predict and maximize conversion outcomes. Google’s AI processes extensive campaign data and customer behavior, identifying patterns and connections instantaneously. This real-time analysis aids in optimizing various components such as bidding and creative aspects, ultimately enhancing performance and boosting conversions. Thus, by utilizing Google’s AI, campaigns can direct machine learning models to achieve desired business outcomes.

Which of the following can be used to describe enhanced conversions for leads?

  1. Uses third-party data
  2. Requires Google Click Identifier (GCLID) storage
  3. Requires customer relationship management (CRM) system modification.
  4. Uses hashed, first-party data

Correct Answer:

  • Uses hashed, first-party data

Explanation: Enhanced conversions for leads can be accurately described as a method that utilizes hashed, first-party data. This approach involves capturing lead information, such as email addresses, and securely hashing it before sending it to Google. The hashed data is then used to attribute conversions back to the specific Google Ads campaign that drove the lead. By employing this privacy-safe technique, advertisers can measure offline conversions while protecting user privacy. Using hashed, first-party data ensures the integrity of the information while enabling accurate measurement and optimization of lead-based conversions. In summary, enhanced conversions for leads rely on the utilization of hashed, first-party data to achieve precise conversion tracking and attribution.

Which of the following describes the criteria for store visits conversion tracking?

  1. Store visits conversion tracking is available for all business types, but only in certain countries.
  2. Store visits conversion tracking is available in all countries and regions as long as it’s not a sensitive business type or account.
  3. Store visits conversion tracking has no minimum impression or click requirements.
  4. Store visits conversion tracking requires sufficient data to accurately report store visits and pass Google’s privacy thresholds.

Correct Answer:

  • Store visits conversion tracking requires sufficient data to accurately report store visits and pass Google’s privacy thresholds.

Explanation: Store visits conversion tracking helps discern which campaigns, keywords, and devices effectively drive customer visits to your store. However, sufficient data is needed to accurately report these visits while preserving user privacy. Eligibility criteria include: store locations in supported countries, non-sensitive store type, utilization of location assets in ads, sufficient ad clicks or impressions, and enough store foot traffic. Verification of store locations set up in your Business Profile is also crucial.

Which of the following describes the number of times a unique user will see an ad over a given time period?

  1. Reach
  2. Impression
  3. Engagement rate
  4. Frequency

Correct Answer:

  • Frequency

The term ‘Frequency’ denotes the number of times a unique user will view an ad within a specific time frame. With frequency capping, available in Display and Video campaigns, the frequency of ad appearances to a particular user can be limited. In Display campaigns, advertisers have the option to let Google Ads optimize the frequency of ad presentations or manually impose a cap on frequency to manage the impression count at campaign, ad group, or ad level. By doing so, it ensures efficient impression management and helps to avoid potential ad fatigue among viewers.

Which of the following explains why the conversion date might be different between Google Ads and Google Analytics?

  1. Google Analytics can’t attribute conversions to a date for an impression, whereas Google Ads can.
  2. Google Analytics attributes conversions to the date of the impression that caused the conversion.
  3. Google Analytics attributes conversions to the day they happen, not to the date of the impression that caused the conversion.
  4. Google Ads attributes conversions to the day they happen, not to the date of the click that caused the conversion.

Correct Answer:

  • Google Analytics attributes conversions to the day they happen, not to the date of the impression that caused the conversion.

Explanation: The difference in conversion dates between Google Ads and Google Analytics is primarily due to their unique methods of attribution. Google Ads links conversions to the time of the click that resulted in the action, whereas Google Analytics attributes the conversion to the day it happened. Moreover, variations in reporting freshness and conversion counting methods between the two platforms can also lead to discrepancies in the reported data.

Which of the following is an estimate of how well your Google Ads account is set to perform?

  1. Attribution score
  2. Recommendation score
  3. Quality score
  4. Optimization score

Correct Answer:

  • Optimization score

The Optimization Score in Google Ads is an estimate of how well your account is poised to perform. Ranging from 0 to 100%, a score of 100% indicates that your account is fully optimized. Accompanying the score are specific recommendations that can enhance your campaigns and improve your score. These suggestions show the expected impact on the score if applied. Notably, the optimization score is dynamic, changing based on account statistics, settings, and overall trends in the ad ecosystem.

Read more here: https://support.google.com/google-ads/answer/9061547

Which of the following is an example of a Smart Bidding strategy?

  1. Manual CPC
  2. Enhanced impressions
  3. Target CPA
  4. Viewable CPM

Correct Answer:

  • Target CPA

Explanation: Target CPA is an example of Google Ads’ Smart Bidding strategy, designed to maximize conversions at a set cost-per-acquisition (CPA). It employs advanced machine learning to automatically optimize bids and leverages real-time signals during each auction. With this strategy, Google Ads strives to achieve an average CPA equal to your target, factoring in changes outside of Google’s control to maintain optimal performance.

Read more here: https://support.google.com/google-ads/answer/6268632

Which of the following is the first step in setting up conversion tracking?

  1. Modify the tag for your website or app after requesting it from your web administrator.
  2. Add a conversion tracking tag to your website or app after modifying it in Google Ads.
  3. Request a snippet of code from your web administrator and add it to your website for everyone you want to track.
  4. Set up a conversion action in Google Ads to measure what you consider to be valuable consumer actions.

Correct Answer:

  • Set up a conversion action in Google Ads to measure what you consider to be valuable consumer actions.

Explanation: The initial step in setting up conversion tracking is to establish a conversion action in Google Ads. This action is intended to track valuable customer behaviours that are meaningful to your business objectives. After configuring this, Google Ads generates a conversion tracking tag – a piece of code, which you then incorporate into your website or application. Consequently, whenever a visitor performs the designated conversion action, the tag communicates this data back to Google Ads.

Which of the following terms can be used to describe the amount of times a unique user will see an ad over a certain time period?

  1. Reach
  2. Engagement rate
  3. Frequency
  4. Impression

Correct Answer:

  • Frequency

In the realm of advertising, ‘Frequency’ describes the number of times a unique user will see a specific ad within a defined time period. Frequency capping, a feature available in Display and Video campaigns, enables advertisers to control how often their ads are displayed to the same user. For instance, in Display campaigns, advertisers can allow Google Ads to optimize ad appearance frequency or manually set a frequency cap at the campaign, ad group, or ad level. This ensures that impressions are effectively managed and potential ad fatigue among users is mitigated.

Read more here: https://support.google.com/google-ads/answer/6034106

While checking out the campaign report in your Google Ads account, you see that after implementing conversion tracking tags for your website, at least two of your ads generated more than 100 view-through conversions. Based on that info, what action would be considered a view-through conversion?

  1. A view-through conversion action in when a customer sees and interacts with your ad, but then doesn’t complete a conversion on your site.
  2. A view-through conversion action is when there are only conversions from browsers that don’t allow cross-site cookies.
  3. A view-through conversion action is done in-store only and doesn’t require the customer to have interacted with your ad.
  4. A view-through conversion action is when a customer sees but doesn’t interact with your ad, and then later completes a conversion on your site.

Correct Answer:

  • A view-through conversion action is when a customer sees but doesn’t interact with your ad, and then later completes a conversion on your site.

View-through conversions capture instances when a customer sees an ad, doesn’t interact with it directly, but later completes a conversion on your site. This valuable metric, distinct from direct ad interaction conversions, offers unique insight into your display or video ad campaigns’ effectiveness, as they measure conversions following ad impressions, not clicks.

While searching for a place to eat, a tourist visiting Italy finds your restaurant, which is called Ristorante Abigaille in Florence, by performing each of these searches: “restaurant tuscany,” “restaurant florence,” “3 star restaurant florence,” and “3 star restaurant abigaille florence.” The customer clicks on your ads and makes a reservation. Using the data-driven attribution model, what keyword would receive credit for the conversion?

  1. Because the first keyword was attributed with the conversion, it would receive 100% of the credit for the conversion.
  2. Because the conversion was attributed to each keyword equally, each keyword would share equal credit (i.e., 25% each) for the conversion.
  3. Because the last keyword was attributed with the conversion, it would receive 100% of the credit for the conversion.
  4. Because the conversion was attributed to each keyword proportionally, each keyword would receive credit for how much it contributed to the conversion.

Correct Answer:

  • Because the conversion was attributed to each keyword proportionally, each keyword would receive credit for how much it contributed to the conversion.

Explanation: Using the data-driven attribution (DDA) model, each keyword the tourist searched before making a reservation at Ristorante Abigaille would proportionally receive credit for the conversion. DDA, an advanced model in Google Ads, leverages historical data to ascertain the real contribution of each ad interaction along the conversion path. By identifying patterns leading to conversions, DDA assigns more credit to impactful ad interactions, aiding in ad effectiveness understanding and strategy optimization.

Why might an advertiser use enhanced conversions for leads?

  1. To track sales and events that happen on a website
  2. To use third-party data to improve their offline lead measurement
  3. To improve the measurement of online conversions
  4. To track sales that happen off a website from website leads

Correct Answer:

  • To track sales that happen off a website from website leads

Explanation: Advertisers can benefit from using “Enhanced conversions for leads” to track sales that occur off their website but are generated from website leads, such as phone or email. This feature supplements existing conversion tags by securely sending hashed first-party conversion data to Google, ensuring privacy. By leveraging enhanced conversions, advertisers can improve the accuracy of conversion measurement and enhance their bidding capabilities. This comprehensive guide explores the functionality, benefits, and setup process for both web-based and lead-based conversions, empowering advertisers to optimize their campaigns and drive better results.

Why might there be a difference in the conversion date between Google Ads and Google Analytics?

  1. There might be a difference because Google Analytics can’t attribute conversions to a date for an impression, whereas Google Ads can.
  2. There might be a difference because Google Analytics attributes conversions to the date of the impression that caused the conversion.
  3. There might be a difference because Google Analytics attributes conversions to the day they happen, not to the date of the impression that caused the conversion.
  4. There might be a difference because Google Ads attributes conversions to the day they happen, not to the date of the click that caused the conversion.

Correct Answer:

  • There might be a difference because Google Analytics attributes conversions to the day they happen, not to the date of the impression that caused the conversion.

Explanation: The difference in conversion dates between Google Ads and Google Analytics can be attributed to their distinct calculation methods. While Google Ads attributes conversions to the date and time of the click that led to the action, Google Analytics gives credit to the actual date the action occurred. Furthermore, each platform has its own reporting freshness and conversion count method. Google Ads, for instance, allows for the counting of either all or unique conversions, while Google Analytics counts all conversion events, resulting in potential discrepancies.

Why might you want to import Google Analytics conversions to Google Ads?

  1. To view historical data from before the import
  2. To let first-party data be sent from websites
  3. To link accounts in Google Analytics without auto-tagging
  4. To provide Google Ads access to data that helps optimize bids

Correct Answer:

  • To provide Google Ads access to data that helps optimize bids

Importing Google Analytics conversions to Google Ads is a strategic move that optimizes your bidding process. By doing so, you gain access to valuable Analytics conversion data within Google Ads and provide Google Ads Smart Bidding with data that enhances bid optimization. To start importing, link your Google Ads account to a Google Analytics account, and enable auto-tagging. Keep in mind that it may take up to 24 hours for the conversion data to be visible in Google Ads.

You imported Google Analytics conversions to Google Ads. What’s a benefit of that action?

  1. Letting first-party data be sent from websites
  2. Linking accounts in Google Analytics without auto-tagging
  3. Viewing historical data from before the import
  4. Providing Google Ads access to data that helps optimize bids

Correct Answer:

  • Providing Google Ads access to data that helps optimize bids

When you import Google Analytics conversions to Google Ads, you’re opening up a wealth of benefits. Among these, a significant advantage is providing Google Ads with access to valuable data that aids in bid optimization. To initiate the process, link your Google Ads account to a Google Analytics account and enable auto-tagging. Conversion data may take up to 24 hours to appear in Google Ads. Once available, it will seamlessly integrate with your existing conversion data.

You own a restaurant called Ristorante Abigaille in Florence, Italy. A customer finds your site by clicking on your ads after performing each of these searches: “restaurant tuscany,” “restaurant florence,” “3 star restaurant florence,” and “3 star restaurant abigaille florence.” The customer makes a reservation after clicking on your ad that appeared with “3 star restaurant abigaille florence.” Using the data-driven attribution model, what keyword would receive credit for the conversion?

  1. The conversion would be attributed to each keyword equally, therefore each keyword would share equal credit (i.e., 25% each) for the conversion.
  2. The last keyword would be attributed with the conversion, therefore the last keyword would receive 100% of the credit for the conversion.
  3. The first keyword would be attributed with the conversion, therefore the first keyword would receive 100% of the credit for the conversion.
  4. The conversion would be attributed to each keyword proportionally, therefore each keyword would receive credit for how much it contributed to the conversion.

Correct Answer:

  • The conversion would be attributed to each keyword proportionally, therefore each keyword would receive credit for how much it contributed to the conversion.

In the data-driven attribution (DDA) model, each keyword leading to a reservation at Ristorante Abigaille would receive credit proportionally for the conversion. DDA, Google Ads’ advanced model, uses historical data to discern the real contribution of each ad interaction on the conversion path. Identifying patterns leading to conversions, DDA credits valuable ad interactions more, thereby improving understanding of ad efficacy.

You want to advertise your website with Google Ads, and you’re thinking of using one of Google’s Smart Bidding strategies. Which of the following is a Smart Bidding strategy?

  1. Enhanced impressions
  2. Viewable CPM
  3. Manual CPC
  4. Target CPA

Correct Answer:

  • Target CPA

Explanation: The Target CPA is a Smart Bidding strategy utilized in Google Ads. This strategy employs advanced machine learning to adjust bids optimally and targets as many conversions as possible at the set cost-per-acquisition. It assesses historical campaign information and current auction signals to dynamically adjust CPC bids, aiming to maintain your average CPA close to your targeted CPA, notwithstanding external variables.

Read more here: https://support.google.com/google-ads/answer/6268632

You want to set up conversion tracking. What’s the first step you should take?

  1. You should add a conversion tracking tag to your website or app after modifying it in Google Ads.
  2. You should request a snippet of code from your web administrator and add it to your website for everyone you want to track.
  3. You should modify the tag for your website or app after requesting it from your web administrator.
  4. You should set up a conversion action in Google Ads to measure what you consider to be valuable consumer actions.

Correct Answer:

  • You should set up a conversion action in Google Ads to measure what you consider to be valuable consumer actions.

Explanation: When setting up conversion tracking in Google Ads, the first step involves defining a conversion action to measure valuable consumer behaviours. Post this, Google Ads provides a conversion tracking tag – a code snippet which is then integrated into your website or app. The tracking tag sends data back to Google Ads each time a visitor carries out the defined conversion action, thus enabling effective tracking of the ad campaign’s success.

You’re a marketer looking to track product newsletter sing-ups on your website. What type of conversion action should you use?

  1. You should use pageview.
  2. You should use app installs.
  3. You should use purchase.
  4. You should use lead.

Correct Answer:

  • You should use lead.

Explanation: As a marketer looking to track product newsletter sign-ups on your website, you should use ‘Lead’ as the conversion action. ‘Lead’ captures specific customer actions that are valuable to your business, like newsletter sign-ups. Tracking these conversions provides insights into how your ads drive these valuable actions.

Read more here: https://support.google.com/google-ads/answer/6032150

You’re an advertiser at a large agency, and you want to know how marketing mix work. Which of the following descriptions explains what marketing mix models do?

  1. Marketing mix models evaluate a customer’s long-term marketing value to provide a more accurate view of performance.
  2. Marketing mix models are a way to determine the impact of a specific variable on control and treatment groups.
  3. Marketing mix models use conversion data to calculate the contribution of each interaction across the conversion path.
  4. Marketing mix models are an analysis that shows the impact of marketing on a brand’s sales.

Correct Answer:

  • Marketing mix models are an analysis that shows the impact of marketing on a brand’s sales.

Marketing Mix Models (MMM) are analytical tools that quantify the impact of marketing strategies on a brand’s sales. Primarily beneficial for companies investing significantly in offline media channels or maintaining brick-and-mortar stores, MMM incorporates all possible sales drivers, from media and marketing channels to competitor actions and economic conditions. Despite being a labor-intensive process, MMM stands as a leading method for determining sales driven by each media channel, providing valuable insights for strategic planning and budgeting.

You’re trying to determine how effectively your ads are driving online sales and generating leads through sign-ups, and you compare your Google Ads data with your offline data. That’s when you see a difference in the number of sign-ups in Google ads vs. your offline data source. Assume everything is working properly and the issue lies with when a conversion was counted. What would you say is causing this data discrepancy?

  1. You’d say that Google Ads reports conversions against the date/time of the click that led to the conversion. Depending on the other data source, it might use the date/time of the conversion itself.
  2. You’d say that Google Ads reports views against the device type of the view that didn’t lead to a conversion. Depending on the other data source, it might use the date/time of the conversion itself.
  3. You’d say that Google Ads reports clicks against the date/time of the event that led to the conversion. Depending on the other data source, it might use the click of the conversion itself.
  4. You’d say that Google Ads reports conversions against a unique ID of the event that led to the click. Depending on the other data source, it might use the click of the conversion itself.

Correct Answer:

  • You’d say that Google Ads reports clicks against the date/time of the event that led to the conversion. Depending on the other data source, it might use the click of the conversion itself.

The observed discrepancy between Google Ads and offline data could be due to different conversion count methods. Google Ads attributes conversions to the time of the click that led to it, while other sources may record at the conversion time. For example, if an ad was clicked on Monday but the user signed up on Thursday, Google Ads would assign the conversion to Monday. Additionally, Google Ads might count duplicate conversions depending on the chosen conversion count setting, leading to a variance in reported conversions.

You’re using Google Analytics 4. What would it call interactions on a website or an app?

  1. Goal
  2. Conversion
  3. Incident
  4. Event

Correct Answer:

  • Event

Explanation: In Google Analytics 4 (GA4), interactions on a website or an app are referred to as “events”. These events encapsulate specific user activities like clicking a link, loading a page, or completing a purchase, along with system occurrences like app crashes or ad impressions. These events provide granular insights into user behavior and system performance, aiding in digital strategy optimization.

You’ve been hired as a consultant to help an online store owner. You need to complete the implementation of conversion tracking tags into their website. How can Tag Assistant help you with this task?

  1. It creates the Google Click Identifier tag (GCLID).
  2. It automatically creates tag code snippets.
  3. It tells you which Google Analytics reports are incorrect.
  4. It troubleshoots unverified conversion actions.

Correct Answer:

  • It troubleshoots unverified conversion actions.

As a consultant tasked with implementing conversion tracking tags into an online store’s website, you can utilize Tag Assistant. This tool troubleshoots unverified conversion actions, ensuring accuracy in your conversion tracking, which is vital for optimizing online marketing campaigns. Tag Assistant, now integrated with Google Ads, can be launched directly from your account to investigate and verify your conversion tracking tags.

Read more here: https://support.google.com/google-ads/answer/10989978

Tara Knows Google My Business Is A Great Way To Share Information And Engage Her Customers Online. But, She’s Worried Because She Has Multiple Locations, And Management Of The Locations May Be Too Difficult. How Does Google My Business Simplify The Management Of Multiple Locations For Tara?

  1. Tara can manage multiple Google My Business listings under one account.
  2. The Google Analytics platform will send Tara alerts for each business location.
  3. Tara can access each Google My Business account on a different device.
  4. Tara can create a separate Google My Business account for each location.

Correct Answer:

  • Tara can manage multiple Google My Business listings under one account.

Sylvia Wants To Create A My Google Business Account For Her 3 Retail Locations. How Can Sylvia Verify Each Location In Google My Business?

  1. Upload a series of screenshots of her social media presence for each location through her account portal.
  2. Email a copy of a local business license for each location using her registered email account.
  3. fill out and upload the required bulk verification spreadsheet through her account portal.
  4. Request a mailing of a postcard to each location with a verification code she enters into her account portal.

Correct Answer:

  • Request a mailing of a postcard to each location with a verification code she enters into her account portal.

Sylvia Has Four Store Locations And Is Considering Using Location Extensions With Her Google Ads. What Can Users See When Displaying An Ad With Location Extensions?

  1. Photos/images for products she sells
  2. A website sitemap with specific page links
  3. A clickable link to a details page for her business location
  4. A customized ad for each particular location

Correct Answer:

  • A clickable link to a details page for her business location

Curtis Recently Created A Google My Business Account. He Wants To Learn How His People Are finding His Business Listing On The Web And How They Interacted With His Listing. Which Google My Business Feature Can Curtis Use To Accomplish This?

  1. Google My Business insights
  2. Google My Business conversion tracking
  3. Google My Business services
  4. Google My Business reviews

Correct Answer:

  • Google My Business insights

Carl Is Nearly finished With The Conversion Tracking Setup For His Google Ad Campaign And Is Ready To Add An Event Tag To His Existing Website. What Must Carl Do To Make Sure That The Tags Are Not Double Counting?

  1. Remove any existing JavaScript code.
  2. Remove any legacy conversion tag.
  3. Make sure that all images are in JPEG format.
  4. Add on the conversion linker to the event tag.

Correct Answer:

  • Add on the conversion linker to the event tag.

Sarah Is A Digital Marketing Consultant. With 90% Of Sales Still Taking Place In A Physical Location, She Knows Her Clients Need To Reach Customers Across Multiple Channels. Which Type Of Marketing Strategy Can Sarah Use To Motivate Sales To Her Client’s Physical Locations?

  1. Display advertising
  2. An online-to-offline strategy
  3. Third-party lead generation
  4. Search engine optimization

Correct Answer:

  • An online-to-offline strategy

Olyana Is About To Implement A Google Ads Campaign For Her Online Business. She’s Inserted A Phone Snippet On Her Website To Replace Her Business Number With A Google Forwarding Number. What Will This Allow Olyana To Do Now?

  1. Record which ad led to a call conversion
  2. Push automated promotional ads to callers
  3. Capture phone numbers of callers
  4. Forward phone inquiries to her cell phone

Correct Answer:

  • Forward phone inquiries to her cell phone

A Marketing Manager Wants To Use An Attribution Model That Includes Both Converting And Non-Converting Paths In Order To Evaluate Individual Customer Paths. Which Attribution Model Will Fulfill This Requirement?

  1. Rules-based attribution
  2. Data-driven attribution
  3. Linear attribution
  4. Position-based attribution

Correct Answer:

  • Linear attribution

A New Restaurant Recently Opened And The Owner Wants To Create An Ad Promoting The Curbside Delivery Service. What Marketing Objective Does This Ad Align With?

  1. Brand awareness
  2. Return on investment
  3. Brand favorability
  4. Brand loyalty

Correct Answer:

  • Brand awareness

As The Owner Of A New Restaurant, Susan Is Considering Her Potential Customer’s Journeys In Order To Establish Her Business In The Area. What’s The first Step A Potential Customer Might Take When Going Through The Journey Phase?

  1. View an online advertisement of the new restaurant.
  2. fill out an online email subscription form to receive alerts.
  3. Call to inquire if the restaurant accepts dinner reservations.
  4. Recommend the restaurant to her social media friends.

Correct Answer:

  • View an online advertisement of the new restaurant.

What Are The Two Key Benefits Of Google My Business? (Choose Two.)

  1. It manages multiple listings together.
  2. It sends automated email invites to customers.
  3. It shares information with customers.
  4. It completes eCommerce transactions.

Correct Answer:

  • It manages multiple listings together.
  • It shares information with customers.

An Executive At A Clothing Company Is In The Process Of Defining Sales Volume Numbers For Next Quarter. What’s The Executive Defining?

  1. A business objective
  2. A campaign metric
  3. A marketing objective
  4. A media objective

Correct Answer:

  • A business objective

Levi’s An Experienced Marketing Strategist For A Software Company That Sells A Learning Platform To Public Schools. He Developed Healthy Individual Measurement Habits That Grow His Success In Constantly Evolving His Company’s Marketing Strategies To The Schools’ Changing Needs. What Are Two Habits Levi Developed To Help Him Evaluate And Adapt His Marketing Strategies? (Choose Two.)

  1. He values what his coworkers think and encourages them to give their opinions in his marketing meetings.
  2. He promotes the attitude that “failure is not an option” amongst his team members and subordinates.
  3. He starts his day by looking at how well he’s doing on his company’s key performance indicators.
  4. He maintains a set of preferred media channels proven to be effective and don’t need to change.
  5. He incorporates data into all of his decision-making concerning marketing channel selection.

Correct Answer:

  • He values what his coworkers think and encourages them to give their opinions in his marketing meetings.
  • He starts his day by looking at how well he’s doing on his company’s key performance indicators.

Brenda Just Released A Mobile App For Her Business And Has Selected An Attribution Partner To Integrate With For In-App Conversion Tracking. What Else Must She Do To Complete The Conversion Tracking Setup?

  1. Link her Google Play account to her Google My Business account.
  2. Link her Google firebird account to her Google Analytics account.
  3. Link her Google Ads account and Google Analytics account.
  4. Link her Google Play and Google Ads account.

Correct Answer:

  • Link her Google firebird account to her Google Analytics account.

Sidney Is In Her Google Account, Reviewing Her Campaigns And Attribution Reports. She Notices That The Number Of Total Conversions Reported In The Attribution Report Is Different Than The Number In The Campaigns Report. What Could Explain This?

  1. The attribution report doesn’t include website conversions.
  2. The attribution report doesn’t include app conversions.
  3. The attribution report doesn’t include phone number clicks conversions.
  4. The attribution report doesn’t include imported Analytics goals/transactions.

Correct Answer:

  • The attribution report doesn’t include phone number clicks conversions.

Measuring Conversion Actions Can Help You Better Understand How Users Connect With Your Brand. Which Are Two Conversion Actions You Can Measure? (Choose Two.)

  1. Unsolicited walk-ins
  2. Pageviews
  3. Directory referrals
  4. Subscription sign-ups

Correct Answer:

  • Pageviews
  • Subscription sign-ups

Which Statement Is True About Location Extensions?

  1. Location extensions can provide a messaging button that nearby potential customers can use for inquiries.
  2. Location extensions replace traditional ads with a delivery focused on location-specific promotions.
  3. Location extensions provide potential customers with the distance to your business location along with your ad.
  4. Location extensions replace traditional ads with photos/images of your business locations.

Correct Answer:

  • Location extensions provide potential customers with the distance to your business location along with your ad.

Felix Launched A Google Display Ad Campaign To Drive Sales Of Tools On His Home Improvement Website. After Reviewing Sales Data From The first Week, Felix Notices Higher Sales From Ads That Include A Picture Of The Tool Itself. He Decides To Add Tool Pictures To All Of His Other Ads To Try And Replicate The Success. Which Type Of Channel Optimization Is Felix Using To Drive Higher Tool Sales?

  1. Media Mix
  2. Targeting
  3. Bidding
  4. Creative

Correct Answer:

  • Creative

A Brand Manager Wants To Create A Marketing Objective That Aligns With The Purchase Stage Of The Customer Journey. Which Metric Should The Brand Manager Use?

  1. Return on ad spend
  2. Customer referrals
  3. Brand awareness
  4. Brand association

Correct Answer:

  • Return on ad spend

By Linking A Google My Business Account With A Google Ads Account, You’re Able To Create Location Extensions. Which Type Of Information Can Location Extensions Display To Potential Customers?

  1. Current promotions of your location
  2. The distance the customer is from your location
  3. Pictures/images of your location
  4. Your service reviews or vendor testimonials

Correct Answer:

  • The distance the customer is from your location

Google Ads follow the Media Rating Council’s standards for viewability. What’s required for an ad to be counted as a viewable impression?

  1. An ad must be more than 50% on screen for more than five seconds.
  2. An ad must be more than 50% on screen for more than two seconds.
  3. An ad must be more than 75% on screen for more than two seconds.
  4. An ad must be more than 75% on-screen for more than five seconds.

Correct Answer:

  • An ad must be more than 50% on screen for more than two seconds.

Brenda Is Compiling A List Of Definable Metrics And Key Performance Indicators (KPI) That Will Be Used To Evaluate The final Success Of Her Google Ad Campaign. Which Two Statements Can Guide Her As She Creates A KPI? (Choose Two.)

  1. A KPI shows how ads are performing in real time.
  2. A KPI is clear, measurable, and has a defined time frame.
  3. A KPI represents non-click actions, such as page views and leads.
  4. A KPI is media-channel specific, and KPIs aren’t interchangeable.
  5. By definition, A KPI is a measurement of success.

Correct Answer:

  • A KPI is clear, measurable, and has a defined time frame.
  • By definition, A KPI is a measurement of success.

You’ve been hired as a consultant to help an online store owner. You need to complete the implementation of conversion tracking tags into their website. What are two ways that Google Tag Assistant can help you with this task? (Choose two.)

  1. It automatically creates tag code snippets.
  2. It creates the Google Click Identifier tag (GCLID).
  3. It tells you which tags are on each web page.
  4. It provides reasons why tags aren’t working.

Correct Answer:

  • It tells you which tags are on each web page.
  • It provides reasons why tags aren’t working.

You’re working in your Google Ads account and set up offline conversions. You need to download the template for “Conversions from Clicks.” Which two file types are supported by conversion templates? (Choose two.)

  1. CSV
  2. XML
  3. Google Sheets
  4. Google Forms
  5. HTM

Correct Answer:

  • CSV
  • Google Sheets

You’re setting up offline conversion tracking. You need to to upload offline data into your Google Ads account. Which two formats are supported? (Choose two.)

  1. Google Docs
  2. XML​
  3. Google Sheets
  4. CSV
  5. HTML

Correct Answer:

  • Google Sheets
  • CSV

You’re serving on a marketing team for an online client, and you’ve been asked to create a list of key performance indicators (KPIs) to help improve the effectiveness of a current online ad campaign. What are two guiding principles that will help you create these KPIs? (Choose two.)

  1. KPIs are available once an ad campaign is complete.
  2. KPIs are media-channel specific.
  3. KPIs should be chosen from one metric for a campaign.
  4. KPIs are quantifiable over a period of time.
  5. A KPI is a measurement of success.

Correct Answer:

  • KPIs are quantifiable over a period of time.
  • A KPI is a measurement of success.

You’re reviewing the campaigns report in your Google Ads account to find out how effective your current ad campaign is. You’re particularly interested in finding out how many people clicked each ad, even if the click didn’t result in a sale. In which two columns of the campaign report will you see these metrics? (Choose two.)

  1. Conversion value/click
  2. View-through conversions
  3. All conversions
  4. Assisted conversions

Correct Answer:

  • View-through conversions
  • All conversions

Your company’s created a collection of two-to-three years’ worth of weekly data for every driver of sales, including all marketing channels, but also across areas like price promotions, distribution, and product changes. You can now analyze ROI (return on investment) for each media channel to determine the ones you should continue to invest in. Which analysis technique have you used?

  1. Media mix model
  2. Attribution
  3. Machine learning
  4. Cross-channel

Correct Answer:

  • Media mix model

Your company produces candy bars. You need a method for determining the amount of sales driven by each media channel in your advertising campaign. You want a method that considers all possible factors in those sales, such as marketing, branding consideration, the economy, competitor actions, and even the weather. Which analysis technique should you use?

  1. Media mixed model
  2. Machine learning
  3. Cross-channel
  4. Attribution

Correct Answer:

  • Media mixed model

You’d like to modify your current bidding strategy to increase the conversion rate of your ads. Match each bidding strategy with its description.

Allows you to bid based on a target return on ad spend Maximize Conversions Bidding
Uses advanced machine learning to automatically optimize bids Enhanced CPC
Is an automated bid strategy that sets your bids to help get as many clicks as possible within your budget Target ROAS Bidding
Helps you get more conversions by automatically modifying your manual bids already set Maximize Click

Correct Answer:

Allows you to bid based on a target return on ad spend Target ROAS Bidding
Uses advanced machine learning to automatically optimize bids Maximize Conversions Bidding
Is an automated bid strategy that sets your bids to help get as many clicks as possible within your budget Maximize Click
Helps you get more conversions by automatically modifying your manual bids already set Enhanced CPC

You want to track first opens for your mobile app. Your app uses the firebase SDK. Place the steps in the correct order to accomplish this within Google Ads. (The first step should be on top.)

  1. Link your firebase account to your Google Ads account.
  2. Select Conversions in Google Ads.
  3. Select app installs and in-app actions.
  4. View data in Google Analytics.

Correct Answer:

  • Link your firebase account to your Google Ads account.
  • Select Conversions in Google Ads.
  • Select app installs and in-app actions.
  • View data in Google Analytics.

You want to track conversion actions in your Google Ads account to better measure what matters. Place the steps for setting up a conversion action in order, with the first step on top.

  1. Select the specific conversion action in Google Ads.
  2. Copy the code snippet/conversion tag generated.
  3. Add the conversion tracking tag to your website or app.
  4. Review your conversion data to ensure your tag is firing correctly.

Correct Answer:

  • Select the specific conversion action in Google Ads.
  • Copy the code snippet/conversion tag generated.
  • Add the conversion tracking tag to your website or app.
  • Review your conversion data to ensure your tag is firing correctly.

You want to complete conversion tracking setup on your business website with Google Ads. You’ve already implemented a global sitewide tag. Your next step is to create event tags, which must be placed in the correct section of your web pages to properly function. Where’s the event tag implemented on a web page?

  1. Between the tags of your website page, before the last line of code.
  2. Directly above the global site tag in the <\head> tags of all website pages.
  3. Between the tags of your website page, right after the global site tag.
  4. On the home page of the website, both above and below the tags.

Correct Answer:

  • Between the tags of your website page, right after the global site tag.

You operate an online retail website and have Google Tag Manager set up to manage your tags on your site. You now want to set up sitewide conversion tracking tags in order to evaluate the effectiveness of your next Google Ad campaign.​ Which step is required in order to do this setup?

  1. Add the Conversion Linker tag to your landing page URLs.
  2. Disable auto-tagging in all your Google Ads accounts.
  3. Add a floodlight event snippet for each site page.
  4. Give Conversion Optimizer access to all site pages.

Correct Answer:

  • Add the Conversion Linker tag to your landing page URLs.

You decide to bulk upload your multiple business locations to Google My Business. Some of the locations in your upload were disapproved. Which two errors can cause this issue? (Choose two.)

  1. Missing listing photos
  2. Late listing registration
  3. Multiple locations in one physical address
  4. Too many listing users
  5. Incorrect business name

Correct Answer:

  • Multiple locations in one physical address
  • Incorrect business name

Why is it difficult, or maybe impossible, to calculate a total increase in brand awareness from a campaign spanning multiple media channels?

  1. Multiple media channels may use different tools to measure brand lift.
  2. Multiple media channels aggregate all your data into a single view.
  3. Multiple media channels use ads in identical ways.
  4. Multiple media channels consolidate campaign data for actionable insights.

Correct Answer:

  • Multiple media channels may use different tools to measure brand lift.

Which statement is true about time-decay attribution?

  1. It includes converting and non-converting paths.
  2. It gives more credit to the touch-points closest to the conversion.
  3. It’s the most advanced model in Google’s attribution products.
  4. It algorithmically evaluates individual customer paths.

Correct Answer:

  • It gives more credit to the touch-points closest to the conversion.

Which statement describes linear attribution?

  1. It includes converting and non-converting paths.
  2. It’s the most advanced model in Google’s attribution products.
  3. It algorithmically evaluates individual customer paths.
  4. It distributes credit evenly to every single touch-point in a buyer’s journey.

Correct Answer:

  • It distributes credit evenly to every single touch-point in a buyer’s journey.

Which is an example of a purchase metric that can be tracked?

  1. Pages per visit
  2. Return on ad spend
  3. Brand awareness
  4. Upsells

Correct Answer:

  • Return on ad spend

Which Google offering could you use to measure the number of people who click or view your ads and later visit your business location?

  1. Cross-channel attribution
  2. Store visits
  3. Brand lift
  4. Media mix model

Correct Answer:

  • Store visits

Which feature should you use to find information regarding specific actions visitors have taken on your Google My Business listing over a given period of time?

  1. Google My Business Insights
  2. Google My Business Tracking
  3. Google My Business Totals
  4. Google My Business Metrics

Correct Answer:

  • Google My Business Insights

Which attribution type algorithmically evaluates individual customer paths?

  1. Time-decay
  2. Data-driven
  3. Last interaction
  4. Linear

Correct Answer:

  • Data-driven

What’s the minimum number of locations you can bulk upload to Google My Business?

  1. 50
  2. 15
  3. 5
  4. 10

Correct Answer:

  • 10

What’s the best indicator that a campaign is increasing customer loyalty?

Options 1:

  1. Customer referrals
  2. New customers
  3. Purchase intent
  4. Overall brand awareness

Correct Answer:

  • Customer referrals

Options 2:

  1. Volume growth of customer referrals
  2. Increased brand favorability of new product
  3. Increased brand awareness
  4. An increase in average order size

Correct Answer:

  • Volume growth of customer referrals

What are two benefits of selecting Google firebase as your attribution partner in Google Ads? (Choose two.)

  1. You get access to automatically generated remarketing lists for firebase-published apps.
  2. You no longer have to manually link your firebase account to your Google Ads account.
  3. You can easily index your app in Google search.
  4. You can import conversions, adding any additional code to enable automatically collected events.
  5. You can use audiences created in firebase for conversion tracking and remarketing in Google Ads.

Correct Answer:

  • You can import conversions, adding any additional code to enable automatically collected events.
  • You can use audiences created in firebase for conversion tracking and remarketing in Google Ads.

Vijay needs to design a website for his taxi company. He’s considering using the Google My Business website builder. His biggest concern is whether he can produce a site capable of serving his customers on mobile phones and tablets. How does the Google My Business website builder address this concern?

  1. Google My Business website builder sites are all mobile-only with no desktop variants.
  2. Google My Business website builder will format the site to deliver on any device.
  3. Google My Business builder sites offer multiple display options when users land on-page.​
  4. Google My Business builder sites direct all traffic to coded pages hosted by third parties.

Correct Answer:

  • Google My Business website builder will format the site to deliver on any device.

Tom’s setting up website call conversion tracking for his business’s website, using Google Ads. Place the steps required for the setup in the correct order. (The first step is on top.)

  1. Choose “Phone Calls” as the conversion action to track.
  2. Click on “Calls to a phone number on your website” as the source of the phone call you would like to track.
  3. Generate the phone snippet for your website.
  4. Apply phone snippet to website.

Correct Answer:

  • Choose “Phone Calls” as the conversion action to track.
  • Click on “Calls to a phone number on your website” as the source of the phone call you would like to track.
  • Generate the phone snippet for your website.
  • Apply phone snippet to website.

Tom is an advertising executive at a car company. Before beginning work on a video advertising campaign for a new economy car, he creates key performance indicators for the campaign. What’s Tom defining?

  1. Marketing objectives​
  2. Media objectives
  3. Business objectives
  4. Campaign metrics

Correct Answer:

  • Media objectives

Tom is a web developer who also runs an online store. He uses Google Ads. He wants to integrate conversion tracking on his site with the updated Google Ads conversion tracking tag (gtag.js). What must he do in order integrate conversion tracking?

  1. Insert the tag code into the floodlight tag of any applicable web page.
  2. Input the tag code between the tags of each of web page.
  3. Ensure that all HTML code for each page is optimized for the Chrome browser.
  4. Use HTML5 coding for any page that the tag will be inserted into.

Correct Answer:

  • Input the tag code between the tags of each of web page.

To avoid double counting, what will have to be removed from a website page prior to the addition of an event tag?

  1. All images in JPEG format
  2. Any legacy conversion tag
  3. Any social-media links on-page
  4. All web pages using HTTPS

Correct Answer:

  • Any legacy conversion tag

Susan’s created a gaming app, which she’s promoting on Google Ads. She wants to track first opens of the gaming app. What must she do first, before she can begin tracking opens of her app?

  1. Link her firebase and Google Ads account.
  2. Set up Google Analytics with her app data.
  3. Assign values to search attribution.
  4. Automate her bidding strategies.

Correct Answer:

  • Link her firebase and Google Ads account.

Sometimes it is not possible to measure the success of a Google Ads campaign that is aggregated across multiple channels, as is the case with measuring brand awareness and brand favorability. Why is it difficult to determine performance across multiple channels?

  1. Multiple channels survey only ad-exposed groups of users.
  2. Multiple channels aggregate all your data into a single view.
  3. Multiple channels consolidate campaign data for actionable insights.
  4. Multiple channels may use different tools to measure brand lift.

Correct Answer:

  • Multiple channels may use different tools to measure brand lift.

Sidney’s in his Google Ads account and wants to analyze how effectively his video ads drive conversions on his website. He’s currently reviewing the attribution report. What information will this report provide him?

  1. Statistics that compare multiple ad groups and ad campaigns.
  2. Performance data comparing his current attribution model with similar websites’ models.
  3. Data that compares his ads to ads from similar businesses to see which ones are most successful.​
  4. Data about the customer paths that lead to conversions for his online business.

Correct Answer:

  • Data about the customer paths that lead to conversions for his online business.

Senior executives at a global manufacturing company are determining the key performance indicators they’ll use to judge how effective their online video advertising campaigns will be on Google Ads. What guidelines are they creating?

  1. Marketing objectives
  2. Campaign metrics
  3. Media objectives
  4. Business objectives

Correct Answer:

  • Campaign metrics

Sara’s a marketing executive for an online clothing retailer. She’s focused on data-driven measurement to drive sales of her company’s clothing lines. She turned to Google’s automated machine learning to help her company gain a competitive advantage in the marketplace. What does Sara do to succeed at automation?

  1. She needs to learn the data models used by Google’s automation systems.
  2. She needs to choose a CRM that can process the data from Google’s automated machine learning.
  3. She needs to assign data values to her manual optimization processes in real time.
  4. Sara first breaks down her organization’s data silos to ensure data quality. That lets the correct data get recorded by Google’s machine-learning algorithm.

Correct Answer:

  • Sara first breaks down her organization’s data silos to ensure data quality. That lets the correct data get recorded by Google’s machine-learning algorithm.

Rodney’s trying to set up offline tracking using his Google Ads account. He downloaded the conversion template he wants to use. He adds the appropriate offline data and modifies it. When he tries to upload the template, the import process fails.​ What will cause the import process to fail?

  1. Rodney hasn’t added any data to the Conversion Name field.
  2. The GCLID field’s been removed from the conversion template.
  3. Rodney’s account isn’t assigned to the firebase Develop Admin role.
  4. Rodney’s trying to upload an Excel file rather than Google Sheets.

Correct Answer:

  • The GCLID field’s been removed from the conversion template.

Raven has successfully added her location to Google My Business. She knows she has options for verification, including use of a phone call or e-mail. How else can she verify her location?

  1. With a downloaded mobile app.
  2. With a state-issued business license.
  3. With a visit to a local Google office.
  4. With a postcard delivered by mail.

Correct Answer:

  • With a postcard delivered by mail.

Peter has a website that promotes his local vacation rental site. He uses Google Ads to manage his advertising campaign. He’s cross-referencing his purchase conversions with his backend CRM, and the data isn’t matching up. What’s an attributed reason for this discrepancy?

  1. The CRM doesn’t support the unique order ID.
  2. Peter has enabled the View-through conversion column.
  3. Conversion tracking is generating duplicate conversions.
  4. Peter modified the event tag to capture a unique order ID.

Correct Answer:

  • Conversion tracking is generating duplicate conversions.

Once you’ve established conversion actions in your Google Ads account, you’ll be provided with a conversion tracking tag. What should you do with this snippet of code to successfully track conversion actions?

  1. Add the conversion tag to your website or app.
  2. Add the code snippet to your sales receipts.
  3. Add the code to your Google Ads campaigns.
  4. Add the conversion tag to all social channels.

Correct Answer:

  • Add the conversion tag to your website or app.

Match each report with its description.

  1. 1 Shows the average number of days, ad clicks, and ad impressions it took users to convert.
  2. 2 Shows how many conversions were received for each conversion action.
  3. 3 All the conversions assisted by clicks, except for the last click for each keyword.
  4. 4 Helps evaluate and optimize performance using the current attribution model.

Correct Answer:

  • Campaigns report (4)
  • Top Conversions report (2)
  • Assisted Conversions report (3)
  • Attribution Overview report (1)

Match each product available in Google Marketing Platform for Enterprise with its description.

  1. Helps them understand their data
  2. Manages all their marketing tags
  3. Gets valuable customer feedback
  4. Makes interactive charts and graphs

Correct Answer:

  • Analytics 360 (1)
  • Surveys 360 (3)
  • Tag Manager (2)
  • Data Studio (4)

Mary’s a marketing manager for a nationwide vegan restaurant chain. She’s considering which digital channel she should use to advertise her restaurant’s new menu upgrades to people who prefer vegan food. Which two digital channels could Mary use to reach her audience? (Choose two.)

  1. Video
  2. Print
  3. Radio
  4. E-mail
  5. Television

Correct Answer:

  • Video
  • E-mail

Mary’s a marketing manager for a nationwide restaurant chain. She’s considering which channel she should use to advertise her restaurant’s new menu upgrades. She decides to use traditional channels. Which traditional channel should May use to reach a broad audience?

  1. Search
  2. Social media
  3. Email
  4. Television

Correct Answer:

  • Television

Marisol owns a busy yoga studio popular with local college communities. Her customers call daily to check on class times, availability, and pricing, which takes too much of her staff’s time. Marisol would love to use Google My Business to provide the answers these customers need, without requiring her staff to take calls. Which feature of Google My Business could Marisol use to accomplish this?

  1. Google My Business Informer allows her to set a robocall to answer and inform phone callers.
  2. Google My Business Call Center lets her dictate a message that’s then read by a professional.
  3. Google My Business Redirect lets her decide to which phone line and device a caller is directed.
  4. Google My Business Messaging lets her send a quick text that answers her customers’ questions.

Correct Answer:

  • Google My Business Messaging lets her send a quick text that answers her customers’ questions.

Madison owns a retail clothing store. Her marketing consultant says that with all the technology at their disposal, customers will go back and forth across multiple channels before choosing to buy an outfit at her store. The consultant recommends that Madison think about her customer’s journey before they actually arrive at her store. Which type of strategy is Madison’s marketing director suggesting to help her drive sales at her physical location?

Options 1:

  1. Search optimization
  2. Website-to-email
  3. Lead manipulation
  4. Online-to-offline

Correct Answer:

  • Online-to-offline

Options 2:

  1. Lead manipulation
  2. Local Inventory ads
  3. Website-to-email
  4. Search engine optimization
  5. Google Ads location extensions

Correct Answer:

  • Local Inventory ads
  • Google Ads location extensions

Linking a client’s Google My Business with Google Ads allows for the creation of location extensions. Which statement is true about location extensions?

  1. Location extensions replace traditional ads with a delivery focused specifically on sharing location information with customers.
  2. Location extensions share all of the reviews from your Google My Business listing, to entice customers to visit your location.
  3. Location extensions add an address, a link to see the business on google maps, or the distance a user is from the location to campaign ads.
  4. Location extensions provide a messaging button, your phone number, and your business’s e-mail address for customer inquiries.

Correct Answer:

  • Location extensions add an address, a link to see the business on google maps, or the distance a user is from the location to campaign ads.

Levi’s an experienced marketing strategist for a software company that sells a learning platform to public schools. He developed healthy individual measurement habits that drive his success in constantly evolving his company’s marketing strategies to the schools’ changing needs. What are two habits Levi developed to help him evaluate and adapt his marketing strategies? (Choose two.)

  1. He brings data to all his meetings. Data is at the center of every decision made.
  2. He starts his day by looking at how well he’s doing on his company’s key performance indicators.
  3. He maintains a set of preferred media channels that are proven to be effective and don’t need to change.
  4. He values what his coworkers think and encourages them to give their opinions in his marketing meetings.

Correct Answer:

  • He starts his day by looking at how well he’s doing on his company’s key performance indicators.
  • He values what his coworkers think and encourages them to give their opinions in his marketing meetings.

Larry owns a dry cleaning business and would like to give his customers every opportunity to reach him. His Google My Business panel provides his phone number, but he knows some of his online customers would prefer to text for information. How can Google My Business help Larry?

  1. Larry can set up Messaging by adding a mobile number to Google My Business.
  2. Larry can use credit card purchase text credits from Google My Business.
  3. Larry can set Google My Business to transcribe voice mails to text messages.
  4. Larry can set Google My Business to automatically respond to online queries.

Correct Answer:

  • Larry can set up Messaging by adding a mobile number to Google My Business.

Kellie wants to buy an expensive purse from a local accessory store. As a savvy consumer, Kellie wants to find an exact brand at the right price. Which strategy will help an accessory store engage Kellie throughout her customer journey, from the time she begins research to the time she purchases the purse?

  1. A brand-focused strategy
  2. A pay-per-lead strategy
  3. An online-to-offline strategy
  4. A social-media strategy

Correct Answer:

  • An online-to-offline strategy

Kathy released a gaming app and needs to set up conversion tracking for first opens of the app. To do this, she linked her firebase project with Google Ads. Which access permission did her Google account need for her to do this?

  1. Standard access in firebase
  2. Standard access within Google Ads
  3. Administrative access in firebase
  4. Administrative access in Google Ads

Correct Answer:

  • Administrative access in Google Ads

Joshua is creating a new Google Ads campaign and wants to track specific actions customers take on his website. He knows that a global site tag has been implemented on the site, making the use of event tags a possibility. Which two types of event tags can Joshua create? (Choose two.)

  1. Click
  2. Session time
  3. Page load
  4. Download
  5. Bounce Rate

Correct Answer:

  • Click
  • Page load

Jon implemented conversion tracking tags for his website. He recently released an app as well. Jon’s reviewing the totals across all conversions using the campaign report in Google Ads, but he wants to see the conversion results specifically for app installs and first opens. How can he accomplish this?

  1. By viewing the data by Impression-assisted conversions.
  2. By adding a column for each app conversion type in Campaigns.
  3. By segmenting the data by conversion action in Campaigns.
  4. By viewing the paths report and sorting by conversion type.

Correct Answer:

  • By segmenting the data by conversion action in Campaigns.

Jerran is a marketing manager at an advertising agency. His client would like to track contact form submissions originating from their Google Ads account. The client has a global site tag successfully installed, so Jerran can use an event tag to track this conversion action. Which type of event tag should Jerran use?

  1. A click event tag
  2. A social event tag
  3. A page load event tag
  4. A reload event tag

Correct Answer:

  • A page load event tag

Jamelle wants to use Google Ads to advertise his website. He’s considering using one of the available Smart Bidding strategies that Google offers. What are two Smart Bidding strategies that Jamelle can use for his upcoming campaign? (Choose two.)

  1. View-through impression​
  2. Maximize conversions
  3. Enhanced CPC
  4. Target impression share
  5. Maximize clicks

Correct Answer:

  • Maximize conversions
  • Enhanced CPC

In Google My Business, where can you find the number of Google My Business visitors that are receiving driving directions to your location?

  1. Google My Business Maps
  2. Google My Business Messaging
  3. Google My Business Photos
  4. Google My Business Insights

Correct Answer:

  • Google My Business Insights

In a survey, a customer shows a strong preference for one brand over another. Which general metric does this behavior fall under?

  1. Consideration
  2. Awareness
  3. Loyalty
  4. Purchase

Correct Answer:

  • Consideration

If you’ve set up conversion actions in Google Ads and Google Analytics, you’ll notice differences in the way this data is calculated between the two platforms. What’s one of these differences?

  1. The cost of products
  2. The number of product returns
  3. The date of transaction
  4. The return on investment

Correct Answer:

  • The date of transaction

If you’re interested in tracking conversions in your Google Ads campaigns and have Google Analytics already installed, there’ll be differences in the conversion data reported by the two systems. What are two of these differences? (Choose two.)

  1. Differences in conversion counts
  2. Differences in attribution
  3. Differences in ad placement
  4. Differences in base pricing
  5. Differences in metric formatting

Correct Answer:

  • Differences in conversion counts
  • Differences in attribution

If you have ten or more locations, you can bulk upload those locations to Google My Business using a spreadsheet that contains five important fields. Match the fields to their descriptions.

This field contains your phone information and your business’s web domain. Phone and Website
​This field contains the information your customers use to find and visit your business in the real world. Business Name
​This field contains the unique ID assigned by the Google My Business system to each of your locations. Categories
​This field contains one of nine selections that define your business type. Store Code
​This field contains the identifier that users will see when your business is found on Google My Business. Business Location

Correct Answer:

This field contains your phone information and your business’s web domain. Phone and Website
​This field contains the information your customers use to find and visit your business in the real world. Business Location
​This field contains the unique ID assigned by the Google My Business system to each of your locations. Store Code
​This field contains one of nine selections that define your business type. Categories
​This field contains the identifier that users will see when your business is found on Google My Business. Business Name

How does Google My Business help businesses reach more customers when it matters most? (Choose two.)

  1. By providing insights on customer behavior.
  2. By helping them understand the actions of similar businesses.
  3. By engaging their customers online.
  4. By lowering overall bounce rates.
  5. By improving their mobile site speed.

Correct Answer:

  • By providing insights on customer behavior.
  • By engaging their customers online.

How can a Google My Business location can be verified?

  1. By mobile, credit, or application
  2. By phone, e-mail, or postcard
  3. By license, agent, or engines
  4. By index, payment, or vendor

Correct Answer:

  • By phone, e-mail, or postcard

Heather’s using Google Ads to promote her online olive-oil business. She’s setting up a conversion action to measure how effectively her ad campaign is increasing sales on her website. Which category of conversion action should Heather select as part of the setup?

  1. Set-up​
  2. Lead
  3. Purchase
  4. Page view

Correct Answer:

  • Purchase

Google My Business verification has specific requirements for approval: the business name must be exactly as it appears in real life, and the business can’t have multiple locations in one physical address. What’s the third potential reason for disapproval in the verification process?

Options 1:

  1. Location has no photos.
  2. Location isn’t yet open.
  3. Location uses one category.
  4. Location includes no posts.

Correct Answer:

  • Location isn’t yet open.

Options 2:

  1. The location has no published photos.
  2. The location doesn’t appear on Google Maps.
  3. The location uses only one category.
  4. The location information doesn’t include all required fields.

Correct Answer:

  • The location information doesn’t include all required fields.

Google My Business verification has specific requirements for approval: the business name must be exactly as it appears in real-life, and the business can’t have multiple locations in one physical address. What’s the third potential reason for disapproval in the verification process?

Google My Business provides businesses with opportunities for connecting with their customers online. What are two ways Google My Business would help engage your customers? (Choose two.)

  1. It offers clear, specific, quick, and accurate directions to your business.
  2. It completes transactions for goods and services using credit cards.
  3. It automates follow-ups and generates reviews for your listed business.
  4. It allows your customers to make bookings right from your listing.
  5. It compares your pricing with that of similar businesses.

Correct Answer:

  • It offers clear, specific, quick, and accurate directions to your business.
  • It allows your customers to make bookings right from your listing.

Google My Business helps businesses engage their customers in the moments that matter most. What are two ways Google My Business accomplishes this? (Choose two.)

  1. Qualifies new leads.
  2. Communicates with customers.
  3. Enables remarketing to visitors.
  4. Responds to reviews.
  5. Shows converted sales.

Correct Answer:

  • Communicates with customers.
  • Responds to reviews.

Google My Business gives businesses a variety of ways to promote their goods and services to users online. What are the key benefits of Google My Business?

  1. Share information with customers, capture personally identifiable information, send emails to visitors, and track their online movements.
  2. Share visitor information with vendors, forecast sales, complete ecommerce transactions, and gain insights into purchase history.
  3. Share information with competitors in your market, capture visitor’s personal information, and complete transactions online.
  4. Share information with customers, manage multiple listings together, engage with customers, and get insights on customer behavior.

Correct Answer:

  • Share information with customers, manage multiple listings together, engage with customers, and get insights on customer behavior.

Google Marketing Platform is as effective for small businesses as it is for enterprises. In fact, only two products aren’t available in the Small business version of Google Marketing Platform. What are these two products? (Choose two.)

  1. Tag Manager
  2. Search Ads 360
  3. Surveys
  4. Data Studio
  5. Display & Video 360

Correct Answer:

  • Search Ads 360
  • Display & Video 360

Gail is a marketing manager who received a series of ads from her creative team. She wants to improve her ad content by using A/B testing. Which type of ads will Gail compare?

  1. Ads with exposed groups, on the same message, and directed at the same audience.
  2. Ads with unexposed groups, on the same budget, and directed at the same audience.
  3. Ads used in brand lift, on the same channel, and directed at the same audience.
  4. Ads used in identical ways, on the same channels, and directed at the same audience.

Correct Answer:

  • Ads used in identical ways, on the same channels, and directed at the same audience.

Felix launched both a Google Video Ad campaign and a Google Shopping Ad campaign to drive sales of lumber on his home improvement website. He reviews his conversion data after two weeks and notices his video ads campaign seem to be assisting in driving higher lumber sales. He moves more of his budget to the Video Ads campaign. Which type of optimization has Felix used to drive higher lumber sales?

  1. Bidding Optimization
  2. Media mix optimization
  3. Targeting Optimization
  4. Creative Optimization

Correct Answer:

  • Media mix optimization

Felix launched a Google Search Ad campaign to drive sales of tools on his home improvement website. After reviewing sales data from the first week, Felix notices higher sales from ads with a specific picture of his tools. He changes the pictures of his other ads to be similar to the successful ads. Which type of channel optimization is Felix using to drive higher tool sales?

  1. Creative
  2. Targeting
  3. Media Mix
  4. Bidding

Correct Answer:

  • Creative

Everett just finished building a website for his bus-touring company using the Google My Business website builder. He followed the required steps, and is eager to see his new website live on the web. After pointing the domain at his new website, how long does it usually take for the site to appear online if the site is built correctly?

  1. It should be up on the web after a 24-hour review.
  2. It will take exactly three days to be published.
  3. It takes one week for the site to be reviewed and published.
  4. It should be live on the web in only a few minutes.

Correct Answer:

  • It should be live on the web in only a few minutes.

Due to Google Analytics providing a cross-channel view of the customer journey, there’ll be differences in the way conversions are measured between Google Analytics and Google Ads. Which is a difference you should be aware of?

  1. Return on ad spend
  2. Machine learning
  3. Total tax deductions
  4. Reporting freshness

Correct Answer:

  • Reporting freshness

DeShawn uses Google Ads. He wants to enable website call conversion tracking so he can see how his current ad campaign is driving users to call the number on his business website. How are the calls tracked to DeShawn’s account?

  1. The conversion name for DeShawn’s store
  2. The phone number listed on his official store website
  3. The assigned Google Click Identifier
  4. A dynamically created Google forwarding number

Correct Answer:

  • A dynamically created Google forwarding number

David owns a retail business that just implemented a web app to supplement sales. He needs to choose an attribution partner to integrate the app for in-app conversion tracking. Which two are available attribution providers? (Choose two.)

  1. Google firebase
  2. Google Analytics
  3. Google Play
  4. Salesforce

Correct Answer:

  • Google firebase
  • Google Play

Creating a call conversion in Google Ads and adding a phone snippet to a web page allows advertisers to use a Google forwarding number. What does this number allow you to monitor?

  1. The length of each call and time it took place.
  2. The specific ad that led to a call conversion.
  3. The first and last name of the caller, and their home or business address.
  4. The reason for the call, and the specific zip code the call originated from.

Correct Answer:

  • The length of each call and time it took place.

Cory owns a custom purse-design business. He launched an advertising campaign featuring purses made of environmentally friendly materials. He’s followed his customers through their entire journeys. What’s Cory’s final aim when engaging customers in their journey?

  1. To build brand loyalty
  2. To give them a call-to-action
  3. To place his ads in a customer-centric channel
  4. To get a customer to make their first purchase

Correct Answer:

  • To build brand loyalty

Conversion measurement is an excellent way for businesses to understand how users are engaging with their brand. Match each conversion action to a relevant example of a business need.

  1. Jenna would like to know how many users are visiting a specific page on her client’s website.
  2. ​Edith is interested in tracking how many users are signing up for her newsletter each month.
  3. ​Durene would like to measure how many sales of a specific product are made.
  4. ​Travis wants to measure the number of new customers his campaigns are producing for a client.

Correct Answer:

  • Purchase (3)​
  • Sign-up (2)
  • Pageview (1)
  • Lead (4)

Cliff is a marketing manager who received a series of ads from his creative team. He wants to compare data between those ads using A/B testing. Which type of ads will Cliff compare?

  1. Ads used in identical ways, on the same budget, and with exposed groups.
  2. Ads used in identical ways, on the same channels, and directed at the same audience.
  3. Ads used in identical ways, on the same budget, and used in brand lift.
  4. Ads used in identical ways, on the same channels, and with unexposed groups.

Correct Answer:

  • Ads used in identical ways, on the same channels, and directed at the same audience.

Brianna has a physical store that she’s successfully managed for 10 years. Her products aren’t designed to sell and ship online. She recently created an online website and app to advertise her business. Now she’s interested in using Google Ads to create an ad campaign and measure its effectiveness. How will offline conversion tracking help Brianna?

  1. Brianna can convert offline customers into online shoppers.
  2. Brianna can measure how many shoppers intend to visit her physical store.
  3. Brianna can track conversions for first opens for her app.
  4. Brianna can measure offline sales initiated from an ad click.

Correct Answer:

  • Brianna can measure offline sales initiated from an ad click.

Brenda’s promoting her business with an Android app using in-app billing. She wants to measure how effectively her ads are driving in-app purchases using Google Ads. Which two attribution partners can Brenda choose between to link to her Google Ads in order to accomplish this? (Choose two.)

  1. Google Play
  2. Google Campaign Manager
  3. Google Ads
  4. Google firebase
  5. Google Analytics

Correct Answer:

  • Google Play
  • Google firebase

Brenda’s meeting with the web developer of her retail website concerning the integration of conversion tracking using Google Ads. The web developer needs to set up conversion tracking tags. What’s required to accomplish this?

  1. A sitewide tag must be added for each conversion action.
  2. The required code snippets must be inserted within an inline frame.
  3. Conversion tracking tags must use HTML5 for all site pages.
  4. Auto-tagging must be turned on in all of her Google Ads.

Correct Answer:

  • Auto-tagging must be turned on in all of her Google Ads.

Brenda implemented conversion tracking tags for her website. She’s reviewing the total conversions across her ads, using the campaigns report. She’d like to see the total for each conversion type. How can she accomplish this?

  1. By opening her assisted conversions report.
  2. By switching to the attribution overview report.
  3. By segmenting the data by conversion action.
  4. By adding columns for each conversion type.

Correct Answer:

  • By segmenting the data by conversion action.

Brad wants to link his firebase account to his Google Ads account for his e-commerce app. What are the required minimum permissions for Brad’s Google account to be able to do this?

  1. In firebase, the account needs to be an owner on the project you want to link.
  2. The Google account needs Standard access in Google Ads.
  3. In firebase, the account needs to be a firebase Develop Admin.
  4. The Google account needs to have owner access in Google Ads.

Correct Answer:

  • In firebase, the account needs to be an owner on the project you want to link.

Bill owns a company called Wild Bill’s Bracelets that sells custom jewelry. He launched a Search campaign to drive sales of his custom-made bracelets on his website. How can Bill create effective messages that drive more customers to purchase his jewelry?

  1. He can use Display upsell ads.
  2. He can use videos to tell stories.
  3. He can highlight brand attributes.
  4. He can use brand-specific search terms.

Correct Answer:

  • He can use brand-specific search terms.

As the director of advertising for a software company, Susan’s considering her customers’ journeys. What’s the first step her potential customers will take?

  1. Provide contact information
  2. View an online advertisement
  3. Respond to a call-for-action
  4. Demonstrate loyalty

Correct Answer:

  • View an online advertisement

Antonio runs an online retail site and wants to set up a sitewide tag to measure online conversions for his future Google Ad campaigns. He’s already set up conversion actions and has Google Tag Manager managing tags on his site. Which tag type should he choose to complete this process?

  1. Google Ads Conversion Tracking
  2. Conversion Linker
  3. Google Optimize
  4. floodlight Counter

Correct Answer:

  • Conversion Linker

Anthony has a dog-walking business that he manages online, and he’s adopted Google Ads to drive more traffic to his website. He’s one month into his first campaign on Google Ads, now reviewing his conversion data to determine how his ads are performing. He sees that his view-through conversions (VTCs) are low. He’s not sure what VTCs are and what this data means Knowing which two facts about VTCs would help Anthony better understand his conversion data? (Choose two.)

  1. VTCs are recorded when users interact with an ad and then later convert.
  2. In conversion reports, VTC data are included in the conversions column rather than being separately addressed.
  3. A view is counted if a person watches an ad for up to 30 seconds OR clicks on a part of the ad.
  4. VTCs are conversions that are recorded when users view (but don’t interact with) an ad and then later convert.

Correct Answer:

  • A view is counted if a person watches an ad for up to 30 seconds OR clicks on a part of the ad.
  • VTCs are conversions that are recorded when users view (but don’t interact with) an ad and then later convert.

Ansel is planning a Google Ads campaign for his new plumbing client. He knows the client’s top priority is new contact form submissions. His client is also interested in measuring newsletter subscriptions. Which two conversion actions can Ansel measure to showcase the campaign’s results in the client’s two areas of interest? (Choose two.)

  1. Purchases
  2. Directions
  3. Leads
  4. Sign-ups
  5. Pageviews

Correct Answer:

  • Leads
  • Sign-ups

An extra line is included within an ad when location extensions are added to a Google Ad campaign. All it takes is linking Google My Business with a Google Ads account.​ What can users see when an ad with location extensions is displayed?

  1. A call-to-action, a collection of services, or a digital coupon code
  2. A website sitemap, specific page links, or a web search button
  3. A phone number, a messaging button, or newsletter sign-up link
  4. An address, a link to see the business on Google maps, or specific distance to location

Correct Answer:

  • An address, a link to see the business on Google maps, or specific distance to location

An advertiser is using a global sitewide tag. Where does the advertiser add a phone snippet on a website to use Google forwarding numbers in a Google Ads campaign?

Options 1:

  1. Between the tags of a web page, below the global site tag.
  2. Between the tags of a web page, right after the global site tag.
  3. Between the <\head> section, and requires no global site tag installation.
  4. Between the tags of a web page, right after the global site tag.

Correct Answer:

  • Between the tags of a web page, right after the global site tag.

Options 2:

  1. Between the head section, and requires no global site tag installation.
  2. Between the body tags of a web page, right after the global site tag.
  3. Between the footer tags of a web page, below the global site tag
  4. Between the head tags of a web page, right after the global site tag.

Correct Answer:

  • Between the head tags of a web page, right after the global site tag.

A flower delivery business wants to raise their overall sales volume to increase profit. After analyzing their costs, they choose their most popular line of flower arrangements and run a promotion on those arrangements. How would this promotion lead to higher profits?

  1. By lowering the cost of the flower arrangements to increase margin.
  2. By raising the revenue to increase demand.
  3. By lowering the price of the flower arrangements to increase demand.
  4. By raising the margin on the arrangements to increase revenue.

Correct Answer:

  • By lowering the price of the flower arrangements to increase demand.

A clothing company wants to entice consumers to pay more for their products. To do this, the company launches an advertising campaign to position themselves as a luxury brand. Which factor are they trying to improve?

  1. Unit cost
  2. Demand
  3. Volume
  4. Capacity

Correct Answer:

  • Demand

A brand manager wants to show the value of his advertising by demonstrating the return on ad investment. What’s his marketing objective?

  1. Consideration
  2. Purchase
  3. Loyalty​
  4. Awareness

Correct Answer:

  • Purchase

Darian has a gourmet cupcake business and needs a website to compete with the other bakeries in his area. He has a Google My Business listing and wants to use the website builder to create a personalized design for his business. What are the steps, in order, for building a website using Google My Business? (List the first step at the top.)

  1. Darian chooses a unique domain and points it to the website.
  2. Darian adds images, including a cover photo and virtual tour.
  3. Darian signs into his Google My Business.
  4. Darian selects Website from the Home menu.
  5. Darian updates all his relevant business information.

Correct Answer:

  • Darian signs into his Google My Business.
  • Darian selects Website from the Home menu.
  • Darian updates all his relevant business information.
  • Darian adds images, including a cover photo and virtual tour.
  • Darian chooses a unique domain and points it to the website.

Richard’s a marketing executive for an online leather-goods retailer. He’s focused on data measurement to drive sales of his company’s belt lines. He turned to Google’s automated machine learning to help his company gain a competitive advantage in the marketplace. What’s an important first step that Richard must take to succeed at automation?

  1. He needs to build data spreadsheets that can be entered into Google’s automation system.
  2. He first breaks down his organization’s data silos to ensure data quality. That lets the correct data get recorded by Google’s machine-learning algorithm.
  3. He needs to learn the data models used by Google’s automation systems.
  4. He needs to assign data values to his manual optimization processes in real time.

Correct Answer:

  • He first breaks down his organization’s data silos to ensure data quality. That lets the correct data get recorded by Google’s machine-learning algorithm.

Which Google measurement product is designed for brick-and-mortar retailers that collect shopper purchase data in a customer relationship management system?

  1. Brand lift
  2. Store sales direct
  3. Store visits
  4. Mixed media

Correct Answer:

  • Store sales direct

How is credit dynamically attributed to each touch-point in data-driven attribution?

  1. It assigns the last touch-point 100% of the credit for the conversion.
  2. It algorithmically evaluates individual customer paths to assign credit.
  3. It gives more credit to the touch-points closest to the conversion.
  4. It is distributed evenly to every single touch in a buyer’s journey.

Correct Answer:

  • It algorithmically evaluates individual customer paths to assign credit.

Allen is a marketing manager who received a series of ads from his creative team. He wants to use A/B testing to find the ads in the series that yield the best results. Which type of ads will Allen compare?

  1. Ads with unexposed groups, on the same budget, and directed at the same audience.
  2. Ads with unexposed groups, on the same channels, and directed at the same audience.
  3. Ads with exposed groups, on the same message, and directed at the same audience.
  4. Ads used in identical ways, on the same channels, and directed at the same audience.

Correct Answer:

  • Ads used in identical ways, on the same channels, and directed at the same audience.

Sarah’s a digital marketing consultant. With 90% of sales still taking place in a physical location, she knows her clients need to reach customers throughout their journey to ensure the best chance at a sale. Those customers need to find her client’s products across multiple channels. Which type of marketing strategy can Sarah use to drive sales to her client’s physical locations?

  1. An online-to-offline strategy to drive offline sales with online ads.
  2. A search engine optimization strategy to rank for keywords.
  3. A strategy designed to mimic all ads directly from similar local businesses.
  4. Third-party lead generation to qualify inbound leads prior to contact.

Correct Answer:

  • An online-to-offline strategy to drive offline sales with online ads.

Measuring conversion actions can help you better understand how users connect with your brand. Which are conversion actions you can measure?

  1. Unsolicited walk-ins, and product deliveries
  2. Organic discovery, and directory referral
  3. Social media account shares, and likes
  4. Purchase, lead, page view, and sign-up

Correct Answer:

  • Purchase, lead, page view, and sign-up

Each Google My Business location has a unique ID that applies changes to the right listing. What’s the name of this unique ID?

  1. Store Code
  2. Store Identifier
  3. Store Category
  4. Store Number

Correct Answer:

  • Store Code

An executive at a clothing company is looking to define overarching goals for his company. What’s the executive defining?

  1. Marketing objectives
  2. Media objectives
  3. Business objectives
  4. Campaign metrics

Correct Answer:

  • Business objectives

Jared handles marketing for a chain of restaurants that feature high-end bars. He added a bar and its restaurant as separate locations in his bulk upload, even though they share an address. Both were disapproved. What caused the disapproval?

Options 1:

  1. State or federal permission is required to change the address.
  2. Multiple locations can’t be uploaded at the same physical address.
  3. Editorial approval must be received to use the same address twice.
  4. The listing must be created using a separate email address.

Correct Answer:

  • Multiple locations can’t be uploaded at the same physical address.

Options 2:

  1. Each listing must be created using a separate email address.
  2. Editorial approval must be received to use the same address twice.
  3. Jared should’ve submitted the bar and restaurant under a single title.
  4. Jared can only upload a maximum of 10 listings using a bulk upload.

Correct Answer:

  • Editorial approval must be received to use the same address twice.

Sara is analyzing the conversion data of her video ad campaign in Google Ads. She wants to see a summary of, on average, how many days, ad clicks, and ad impressions it took users to convert a customer. Which report will provide her with this information?

  1. The conversions report
  2. The click analysis report
  3. The campaigns report
  4. The attribution overview report

Correct Answer:

  • The attribution overview report

You recently released a mobile app for your online retail store. You’re reviewing the totals across all conversions in your Google Ads account using the campaign report in Google Ads. You want to see how effectively your new app is producing conversions for app installs and first opens. Which action will accomplish this?

  1. Segment the data by conversion category.
  2. Segment the data by click type.
  3. Segment the data by conversion action.
  4. Segment the data by conversion adjustment.

Correct Answer:

  • Segment the data by conversion action.

If you’re interested in tracking conversions in your Google Ads campaigns and have Google Analytics already installed, there’ll be differences in the conversion data reported by the two systems. What are two of these differences? (Choose two.) Select All Correct Responses

  1. Differences in metric formatting
  2. Differences in ad placement
  3. Differences in base pricing
  4. Differences in attribution
  5. Differences in conversion counts

Correct Answer:

  • Differences in attribution
  • Differences in conversion counts

Your Google My Business listing can help customers reach you in a variety of ways. Customers can use a listed address to visit your location. They can also use a phone number to place a call. Which other method, if properly set up, can customers use to contact your business?

  1. Google My Business Chat Boxes allow your customers to talk to a bot you programmed.
  2. Google My Business Meeting allows your customer to set up a web meeting with you.
  3. Google My Business Video Calling lets customers video chat with you in real time.
  4. Google My Business Messaging allows customers to text directly from your listing.

Correct Answer:

  • Google My Business Messaging allows customers to text directly from your listing.

Rodney’s trying to set up offline tracking using his Google Ads account. He downloaded the conversion template he wants to use. He adds the appropriate offline data and modifies it. When he tries to upload the template, the import process fails. What will cause the import process to fail?

  1. Rodney hasn’t added any data to the Conversion Name field.
  2. Rodney’s account isn’t assigned to the firebase Develop Admin role.
  3. Rodney’s trying to upload an Excel file rather than Google Sheets.
  4. The GCLID field’s been removed from the conversion template.

Correct Answer:

  • The GCLID field’s been removed from the conversion template.

Heather created KPIs (key performance indicators) for her shoe company. She’s using metrics to determine whether or not those KPIs have been met. Using the dropdown menu, select whether each option is one of Heather’s KPIs or a metric.

 Increase of 20% in response rate to Google Search Ads for high heels KPI
 Increase sales of high-heeled shoes by 10% this year KPI
 Increase online orders by 5% this quarter Metric
 Increase of 10% in number of full video ad views on YouTube Metric

Correct Answer:

  1. Increase sales of high-heeled shoes by 10% this year
  2. Increase of 10% in number of full video ad views on YouTube
  3. Increase online orders by 5% this quarter​
  4. Increase of 20% in response rate to Google Search Ads for high heels
  • Metric (2)
  • KPI (1)
  • Metric (4)
  • KPI (3)

You’ve set up conversion actions for your online retail site. Now you want to set up conversion tracking tags to gain some deeper insights into how people engage with your ads. Match the required tagging action with the corresponding conversion measurement.

 Google Analytics Imported Goals/Transactions Link Google Ads and Analytics
 Google Tag Manager for Google Ads No action required
 You use Google Ads conversion tracking with Google Analytics already implemented on site. Install gtag.js tags
 Google Ads conversion tracking Add on the conversion linker to Google Tag Manager

Correct Answer:

  1. You use Google Ads conversion tracking with Google Analytics already implemented on site.
  2. Google Analytics Imported Goals/Transactions
  3. Google Tag Manager for Google Ads
  4. Google Ads conversion tracking
  • Link Google Ads and Analytics (1)
  • Add on the conversion linker to Google Tag Manager (3)
  • No action required (2)
  • Install gtag.js tags (4)

Tom’s using Google Ads to promote his bicycle store. He’s created an Android App and needs to measure how effectively the current ad campaign is driving purchases. How can Tom accomplish this?

  1. By setting up a conversion action for website purchases.
  2. By setting up a conversion action for in-app purchases.
  3. By setting up an attribution action for in-app purchases.
  4. By setting up an attribution action for website purchases.

Correct Answer:

  • By setting up a conversion action for in-app purchases.

Which statement describes rules-based attribution?

  1. It includes converting and non-converting paths.
  2. It algorithmically evaluates individual customer paths.
  3. It applies static logic to assign a value to each touch-point.
  4. It’s the most advanced model in Google’s attribution products.

Correct Answer:

  • It applies static logic to assign a value to each touch-point.

Mary is a marketing manager for a nationwide vegan restaurant chain. She wants to reach potential customers across two media channels focusing on specific audience behaviors. Which two channels could she choose to reach her desired objective? (Choose two.) Select All Correct Responses

  1. Video
  2. Search
  3. Radio
  4. Display
  5. E-mail

Correct Answer:

  • Video
  • Display

Linda is viewing the campaign report in her Google Ads account after successfully implementing conversion tracking tags for her website. She sees that at least two of her ads generated over 100 View-through conversions. Which two count as View-through conversions? (Choose two.) Select All Correct Responses

  1. Ads that were viewed and converted in an offline transaction.
  2. Someone watching up to 30 seconds of those ads.
  3. Ads that deposit a cookie onto someone’s computer.
  4. Someone closing one of those ads within five seconds.
  5. Someone clicking on a part of those particular ads.

Correct Answer:

  • Someone watching up to 30 seconds of those ads.
  • Someone clicking on a part of those particular ads.

Kyler’s using conversion tracking tags to gain insight into how effectively his ads are converting customer transactions for his online store. But he notices that conversions aren’t functioning. What can help him troubleshoot this issue?

  1. Google Tag Assistant
  2. Google Ads Conversion Tool
  3. Conversions report
  4. Google Analytics

Correct Answer:

  • Google Tag Assistant

Tristan owns a local flower shop. His customers are already finding him online, but he’s curious whether Google My Business can do more than just list his phone number and address. How can Google My Business help Tristan engage his customers?

  1. By sending e-mail newsletters.
  2. By collecting online payments.
  3. By responding to reviews.
  4. By tracking search history.

Correct Answer:

  • By responding to reviews.

Levi is an experienced marketing strategist for a software company that sells a learning platform to public schools. He has developed healthy individual measurement habits that drive his success in constantly evolving his company’s marketing strategies to the changing needs of the schools. Which two habits has Levi developed to help him evaluate and adapt his marketing strategies? (Choose two.) Select All Correct Responses

  1. He trusts his instincts and the thoughts of his co-workers, allowing him to take risks that yield results.
  2. He segments data using his company’s CRM dashboards, giving his organization access to data that powers their decision-making.
  3. He only checks his company’s key performance indicators during revision phases, knowing that the indicators will generally stay stable under regular use.
  4. He encourages learning from failure, which is necessary for testing the possibilities and for learning what does not work.
  5. He asks “What do you think?” questions to ensure he has enough input to make a sophisticated marketing decision.
  1. In meetings, he asks every person, “What do you think?” This allows him to overcome HIPPO, or listening to the “highest paid person’s opinion.”
  2. He runs tests continuously, increasing data points that help inform important strategic decisions.
  3. He isolates and analyzes data that prevents failure, which optimizes the outcomes of his experimental marketing campaigns.
  4. He keeps all sales data in his CRM’s private dashboard, freeing his teammates from seeing data that will distract them from doing their jobs.
  5. He starts his day by looking at how well he is doing on his company’s key performance indicators.

Correct Answer:

  • He runs tests continuously, increasing data points that help inform important strategic decisions.
  • He starts his day by looking at how well he is doing on his company’s key performance indicators.

Tara knows Google My Business is a great way to share information and engage her customers online. But she’s worried because she has multiple locations, and management may be too difficult. How does Google My Business address Tara’s concern?

  1. Tara can access each Google My Business account on a different device.
  2. Tara can manage multiple Google My Business listings together.
  3. Tara can set her Google My Business account to automatic.
  4. Tara can create multiple Google My Business accounts for each location.

Correct Answer:

  • Tara can manage multiple Google My Business listings together.

You’re setting up website call conversion tracking for your business, using Google Ads. If you don’t want to manually edit your store’s website code, what must you do?

  1. Create a phone snippet to replace your store’s number with a Google forwarding number.
  2. Create a Google Click Identifier (GCLID) that will download to the caller’s smartphone.
  3. Create a phone snippet to identify and log the phone number of the caller for tracking.
  4. Create a Google Click Identifier (GCLID) that will appear on each page of your website.

Correct Answer:

  • Create a phone snippet to replace your store’s number with a Google forwarding number.

Cory owns a custom purse-design business. He launched an advertising campaign featuring purses made of environmentally friendly materials. He’s followed his customers through their entire journeys. What should Cory do to move his customer journey forward when a potential customer shows a strong interest in a product?

  1. Show them more ads for services
  2. Offer them a specific call to action
  3. Ensure brand loyalty
  4. Send targeted advertising

Correct Answer:

  • Offer them a specific call to action

Aiesha is dissatisfied with the conversion rate that her ads are generating for her retail website. She wants to make some changes to improve the conversion rate. What should she do to achieve this? (Choose two.) Select All Correct Responses

  1. Use general keywords to attract as many people as possible.
  2. Not include prices that may eliminate customers.
  3. Use negative keywords to add limits to her ads.
  4. Use more specific keywords that limit the volume of clicks.
  5. Include names of her competitors in the keywords.

Correct Answer:

  • Use negative keywords to add limits to her ads.
  • Use more specific keywords that limit the volume of clicks.

Which method should be used to promote awareness to customers?

  1. Displays focused on offers
  2. Implicit call-to-actions
  3. Brand attributes videos
  4. Ads with generic search terms

Correct Answer:

  • Ads with generic search terms

Match each product available in the Google Marketing Platform Small business version with its description.

 Helps small businesses understand their data Data Studio
 Helps fine-tune your website property Analytics
 Get invaluable customer feedback Optimize
 Simplify managing your marketing tags Surveys
 Build charts, graphs, and custom reports Tag Manager

Correct Answer:

  1. Simplify managing your marketing tags
  2. Get invaluable customer feedback
  3. Helps small businesses understand their data
  4. Helps fine-tune your website property
  5. Build charts, graphs, and custom reports
  • Surveys (2)
  • Analytics (3)
  • Optimize (4)
  • Tag Manager (1)
  • Data Studio (5)

You added a conversion tracking tag to a landing page on your business’s website. When analyzing your purchasing data, you find duplicate conversions. What’s causing the duplicates?

  1. Customers clicking the ads multiple times before purchasing.
  2. Customers using web browsers that allow cross-site cookies.
  3. Customers who made a purchase return to the conversion page.
  4. The conversion tracking also including offline conversions.

Correct Answer:

  • Customers who made a purchase return to the conversion page.

Certification Questions & Certification Answers

An event tag is a code snippet that works directly with a global site tag to track customer actions specified by an advertiser as conversions. Which types of event tags can be created?

  1. Time onsite and referrer
  2. Page load and click
  3. Page duration and visit
  4. Total pages and load speed

Correct Answer:

  • Page load and click

Julie is trying to determine why there are such dynamic fluctuations in the conversion volume of her online website in the past three months. She begins investigating possible causes for the fluctuations. What are two recommended actions she can take in her investigation? (Choose two.) Select All Correct Responses

  1. Review the full history of her account changes over the specific date selected, as ad changes might affect conversions.
  2. Introduce ad changes to see if conversion volume fluctuates in a similar pattern as the current fluctuation.
  3. Have other members of her marketing team double-check her conclusions to rule out user error.
  4. View the Time Lag Report to better understand her visitor’s conversion path.

Correct Answer:

  • Review the full history of her account changes over the specific date selected, as ad changes might affect conversions.
  • View the Time Lag Report to better understand her visitor’s conversion path.

A customer is receptive to an upsell during a product purchase. Which part of the customer journey has been exhibited?

  1. Consideration
  2. Awareness
  3. Loyalty
  4. Purchase

Correct Answer:

  • Loyalty

Which analysis technique is particularly useful for companies that invest a significant amount of their media budget in offline media channels or companies that sell predominantly through local stores?

  1. Cross-channel
  2. Attribution
  3. Machine learning
  4. Media mix model

Correct Answer:

  • Media mix model

By linking a Google My Business account with a Google Ads account, you’re able to create location extensions. Which information can location extensions display?

  1. Your phone number, your e-mail address, or your business website
  2. Your address, a link to your location on Google maps, or the distance to your business
  3. Your service reviews, your star rating, or third-party vendor testimonials
  4. Your discounts, your pricing, or all your special sales and promotions

Correct Answer:

  • Your address, a link to your location on Google maps, or the distance to your business

Camila has an online store and is using Google Ads to improve her online advertising efforts. She currently has Google Analytics set up for her website and now wants to set up conversion tracking in Google Ads. What must she do in order to make conversion tracking effective?

  1. Select the Conversion Linker as her tag type
  2. Select Google Optimize as her tag type
  3. Link her Google Ads and Analytics accounts
  4. Use a custom HTML tag on the site’s landing page

Correct Answer:

  • Link her Google Ads and Analytics accounts

Felix launched both a Google Search Ad campaign and a Google Display Ad campaign to drive sales of tools on his home improvement website. He reviewed his sales data after two weeks and noticed his Search Ad campaign is the most successful. Which optimization type should Felix use if he wants to use bidding or targeting to acquire more customers?

  1. Attribution
  2. Placements
  3. Media Mix
  4. Channel

Correct Answer:

  • Channel

Which activity might a brand manager track if the desired result is to increase awareness with the customer?

  1. Transactions
  2. Upsells
  3. Purchase intent
  4. Brand recall

Correct Answer:

  • Brand recall

Which two statements are true about evaluating your existing ad campaigns? (Choose two.) Select All Correct Responses

  1. Ultimate insight comes from looking at each campaign in isolation rather than aggregating your learnings from all campaigns into a single view.
  2. One of the first steps you must take is to check whether the result of a specific objective exceeded or fell short of its goal.
  3. When a campaign yields positive results, it’s not necessary to investigate metrics with the same vigor as when your campaign falls short of expectations.
  4. Measurement results should lead to actionable insights; it should inform your decision-making.

Correct Answer:

  • One of the first steps you must take is to check whether the result of a specific objective exceeded or fell short of its goal.
  • Measurement results should lead to actionable insights; it should inform your decision-making.

You want to set firebase as your attribution partner in Google Ads in order to track first opens for your online store app. What’s the first step you must implement in order to accomplish this?

  1. Assign your Google account as a firebase Admin in firebase.
  2. Select conversion in Google Ads, and select firebase app conversions.
  3. Add a required snippet of code to each site page of your online store.
  4. Link your firebase project to your Google Ads account.

Correct Answer:

  • Link your firebase project to your Google Ads account.

WidgetCo wants to increase the total amount of money they make after expenses. They’re unable to change their internal costs. Which factor can WedgetCo lower to drive higher volume and increase the money they make after expenses?

  1. Sale price
  2. Customer demand
  3. Units sold
  4. Profit margin

Correct Answer:

  • Sale price

A primary benefit of Google My Business is what it can tell you about how customers behave when they visit your listing. Which Google My Business feature can you use to follow these interactions?

  1. Google My Business Reviews
  2. Google My Business Services
  3. Google My Business Info
  4. Google My Business Insights

Correct Answer:

  • Google My Business Insights

Well-managed, verified Google My Business listings get five times more views than those that are unclaimed. How can you verify a location in Google My Business?

  1. You can verify with a picture, by sharing social channels, or calling Google.
  2. You can verify with a stamp, with a state license, or with a mobile app.
  3. You can verify with a phone call, an e-mail, or a postcard through the mail.
  4. You can verify in-person, using a third party, or with an online payment.

Correct Answer:

  • You can verify with a phone call, an e-mail, or a postcard through the mail.

Olyana works at a digital marketing agency. She’d like to use Google forwarding numbers to track the duration of calls originating from one of her client’s campaigns. She created a conversion action for call conversions inside Google Ads, which produced a tag for her to download. What is this tag called?

  1. A console snippet
  2. A multimedia snippet
  3. A phone snippet
  4. A message snippet

Correct Answer:

  • A phone snippet

Carlos has a physical store and doesn’t have the ability to sell his products online. But he still advertises online and wants to measure how effective his online ads are in driving new customers in-store and generating new sales. What is the best way for Carlos to achieve this within Google Ads?

  1. Use Audience insights to define an offline audience.
  2. Create a new audience to represent offline shoppers.
  3. Use Attribution Modeling to analyze offline purchasers.
  4. Import offline conversions.

Correct Answer:

  • Import offline conversions.

Kevin created an app with firebase that links the inventory of his business to his online store, which he’s promoting on Google Ads. He wants to track sales from the app and needs to link his firebase and Google Ads accounts. Which permissions will Kevin’s Google account need to link firebase to Google Ads?

  1. Owner on the project permissions in Google Ads
  2. Standard access in firebase
  3. Owner on the project permissions in firebase
  4. Standard access in Google Ads

Correct Answer:

  • Owner on the project permissions in firebase

What tag allows you to tell Google Ads which specific customer actions should be tracked as a conversion?

  1. An analog tag
  2. An event tag
  3. A global site tag
  4. A temporary tag

Correct Answer:

  • An event tag

Your online store is using firebase as its SDK for its mobile app. The app integrates with your website. You’re also using Google Ads to manage your marketing efforts. You want to automatically import conversions into Google Analytics for firebase. Which action will accomplish this?

  1. Link your Google firebase account with Google Analytics.
  2. Insert a required JavaScript code onto each web page of your site.
  3. Enable your Google Analytics account in the Google Publisher Toolbar.
  4. Make Google firebase your attribution provider.

Correct Answer:

  • Make Google firebase your attribution provider.

After you’ve successfully installed a conversion tag on your website or app and a conversion action has taken place, where’s conversion data viewed within Google Ads?

  1. In the Recommendations tab, under the Success column
  2. In the Overview tab, under the Total Page view column
  3. In the Campaigns tab, under the Conversions column
  4. In the Experiment tab, under the Calls from Ads column

Correct Answer:

  • In the Campaigns tab, under the Conversions column

This page was last edited on 3rd February, 2024 at 4:41 PM (UTC).

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

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