vmartinez

 

A campaign report shows that Display ads are receiving high click-through rates, however appear to be producing fewer conversions than Search ads. What’s the best explanation for this?

 

• Conversion tracking isn’t enabled currently.
• People that click on the Display ads are purchasing through another channel.
• People aren’t seeing the Display ads.
• An advertiser is focusing on view-through conversions rather than click-through conversions.

 

After investing $2000 into a Google Display ads campaign, a company sees 80 click-through conversions and 20 view-through conversions. Using view-through conversions to get a sense of its full value, what’s the average CPA of the company’s Display campaign?

• $25
• $40
• $20
• $100

 

Explanation:

To determine the average CPA (Cost Per Acquisition), we need to first determine the total number of conversions
and then divide the total investment by that number.
Given:
– Click-through conversions = 80
– View-through conversions = 20
– Total investment = $2000
Total conversions = Click-through conversions + View-through conversions
Total conversions = 80 + 20 = 100
Average CPA = Total investment / Total conversions
Average CPA = $2000 / 100 = $20
However, if we’re using view-through conversions to get a sense of its full value, then we would calculate as follows:
Average CPA considering only click-through conversions = Total investment / Click-through conversionsAverage CPA = $2000 /
80 = $25 So, the correct answer is $25.

 

 

James has had success in the past building a client base for his law firm with contact forms in his Search campaigns. He now wants to try a Display campaign to promote the same goal and further his success. What should his goal be with the new campaign?

 

• Leads
• Website traffic
• Brand awareness and reach
• Product and brand consideration

 

 

The owner of a sports shop would like to promote different sports categories to people who have already visited their website. They understand that a Remarketing campaign can help them achieve this.

Which best practice can the owner use to serve relevant ads to customers who have already visited particular areas of their website?

 

• Include each of the sports categories within the headline and description fields of a single responsive display ad.
• Create separate ads for each sports category and then set them to “Rotate indefinitely” within the same ad group.
• Create different remarketing lists based on the specific web pages that the customers visited.
• Build a list of relevant placements for each sports category, and then use these to create individual ad groups for each sport.

 

 

Which type of Google audience should an advertiser attempt to reach if they’re trying to attract new customers who think like current customers?

 

• In-market audiences
• Remarketing audiences
• Similar audiences
• Life events audiences

 

 

The marketing team of a sales company has come up with four goals for the upcoming quarter: acquiring new customers, creating new leads, growing sales and broadening the reach of their existing remarketing campaigns. Which campaign type should this team use to best achieve their objectives?

 

• Gmail
• Customer match
• Discovery ads
• Shopping ads