vmartinez

 

Veronica is the marketing manager at a luxury sports car company and has set up a Display campaign for the company’s most expensive and luxurious product line. She’s now contemplating whether they need to alter their view-through conversion window.

Should Veronica change their view-through conversion window, and why?

 

• No, because having a longer view-through conversion window will skew regular conversion data.
• Yes, because the sales cycle for a luxury car will be longer than the default window.
• No, because the sales cycle for a luxury car will be within the default window.
• Yes, because having a longer view-through conversion window will make the campaign look more impressive.

 

 

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

 

• 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.
• Create separate ads for each sports category and then set them to “Rotate indefinitely” within the same ad group.
• The owner can include each of the sports categories within the headline and description fields of a single responsive display ad.

 

 

Simon wants to use the Assets Report in order to further optimize his Google Display campaign.

In which scenario is Simon appropriately using the analysis from the Assets Report?

 

• Simon doesn’t add new assets more than once per week.
• Simon uses new stock images recommended by the Assets Report.
• Simon replaces ads entirely, because more than two assets are under-performing on the report.
• Simon removes and replaces high-performing assets and refers to the Assets Report’s recommendations.

 

 

A cruise ship company wants to set up a 7-day view-through conversion window for their Display campaign instead of the default window.

How will setting up the view-through conversion window benefit their campaign?

 

• It’ll assist them in analyzing the most interacted areas of the Display campaign within a set period.
• It’ll help them to reveal which ad assets require optimization in order to improve conversion rates.
• It’ll prevent interactions being attributed with more conversions than what they actually generated.
• It’ll allow them to identify impressions for ads that weren’t interacted with but later resulted in a conversion.

 

 

Which Smart Bidding option would be best for an advertiser trying to maximize sales while making sure conversions, on average, don’t exceed a certain cost, and why?

 

• Target CPA, because it grows conversion volume at his target cost per acquisition.
• Maximize Conversions, because it doesn’t require historical conversion data.
• Enhanced CPC, because it offers the greatest amount of control over the bidding process.
• Target Impression Share, because it grows both awareness and conversions at an assigned cost point.

 

 

Rachel has finished selecting the campaign-level settings of her new Google Display campaign and has decided to use uploaded ads instead of responsive display ads when creating ads for her campaign.

Why might Rachel choose to upload an ad instead of the easier option of a responsive display ad?

 

• She’ll be able to incorporate animated GIF assets that are more than 30 seconds long.
• She’ll gain access to exclusive placements such as reputable news outlets.
• She’ll be able to maintain creative control of how ads look in the size she chooses.
• She’ll have the option to serve ads in the Shopping section of Google.com.