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Aiko sees an ad on a social network for an online store and clicks on it. The next day she encounters a paid search ad for the same business. Later that evening, she clicks on a Display ad for the business yet again. The following day, Aiko makes a purchase. Under the Last Non-direct Click Attribution Model, which marketing channel receives credit for the conversion?

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Aiko sees an ad on a social network for an online store and clicks on it. The next day she encounters a paid search ad for the same business. Later that evening, she clicks on a Display ad for the business yet again. The following day, Aiko makes a purchase.

Under the Last Non-direct Click Attribution Model, which marketing channel receives credit for the conversion?

 

  • Search channel gets 100% credit
  • Social channel gets 33% credit
  • Display channel gets 100% credit
  • Display channel gets 33% credit

 

Matías is part of a marketing team that is launching a new Discovery campaign. His boss has asked him to compile assets for the campaign. What best practice should he follow in choosing assets?

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Matías is part of a marketing team that is launching a new Discovery campaign. His boss has asked him to compile assets for the campaign. What best practice should he follow in choosing assets?

 

  • Add call-to-action text over their image assets to better inform potential customers.
  • Use inspiring high-quality images that highlight the brand’s value proposition.
  • Use Google Images to download as many relevant image assets as possible.
  • Use generic messaging in description fields so as to capture the interest of a larger audience.

 

What two benefits of machine learning help marketers stay privacy-centric?

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What two benefits of machine learning help marketers stay privacy-centric?

 

  • it helps marketers develop rich, data-based consumer insights for improved consumer.
  • it helps marketers collect the first-party data resources used for marketing.
  • it helps marketers in reaching qualified audiences, even with some limited signals.
  • it helps marketers track performance when there’s no visible path between ad interactions and conversions.

 

What factors have led the ad ecosystem to increasingly look to machine learning in recent years?

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What factors have led the ad ecosystem to increasingly look to machine learning in recent years?

 

  • Chrome announced its intent to phase out first-and third-party cookies as soon as an alternative is available.
  • Data scientists have begun driving machine learning projects and efforts forward.
  • Increasing user expectations, privacy regulation, and technology changes have been affecting campaign measurability.
  • Marketers began using machine learning to find patterns to predict behavior, and to quickly optimize.

 

An account manager is setting up assets for their Google Search campaign. They create several sitelink assets at the account level and then create more sitelinks for their campaign as well as for a particular ad group. Which sitelink assets will serve with ads?

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An account manager is setting up assets for their Google Search campaign.

They create several sitelink assets at the account level and then create more sitelinks for their campaign as well as for a particular ad group.

Which sitelink assets will serve with ads?

 

  • The ad group sitelinks, because the lower-level assets will override the higher-level assets.
  • The sitelink assets served will always change based on the user’s query.
  • The campaign sitelinks, because campaigns include a collection of ad groups and will serve by default.
  • The account sitelinks, because the higher-level assets will override the lower-level assets.