Display & Video 360 Certification Exam Answers - Google Marketing Platform

Your video game customer is running a YouTube connected TV (CTV) campaign and wants to know what audience types to use in Display & Video 360 to reach specific audiences. What should you tell them?

• Open Auction
• Private deals
• Private Auction deals
• Programmatic Guaranteed

Explanation:

 The correct option is Programmatic Guaranteed. In the context of the Google Display and Video 360 certification, for a video game customer running a YouTube connected TV (CTV) campaign, the recommended audience type to use in Display & Video 360 to reach specific audiences is Programmatic Guaranteed. This type of deal provides advertisers with the ability to secure ad inventory in advance, ensuring a guaranteed number of impressions and greater control over targeting specific audience segments. By opting for Programmatic Guaranteed, the video game customer can tailor their campaign to reach the desired audience types effectively, optimizing their advertising strategy for the YouTube connected TV platform. This aligns with best practices for leveraging different deal types within Display & Video 360 to achieve specific campaign objectives.

Programmatic Guaranteed deals offer a streamlined purchasing solution that combines automated buying with the benefits of tagless trafficking, sophisticated targeting capabilities, and unified reporting and billing. These deals enable advertisers to secure exclusive inventory through direct negotiations with publishers under a reservation agreement. Once established, this agreement guarantees the inventory, ensuring that neither the publisher nor the advertiser can deviate from the deal. This approach is particularly effective for targeting specific audiences on platforms like YouTube CTV, where reaching the right viewers with precision can significantly impact campaign success.

You work for a clothing retailer and want to optimize their Display & Video 360 campaign for customers who spend the most money and have the top transaction return on ad spend. What bidding strategy should you use?

• Maximize clicks
• Active View
• Maximize conversions
• Custom bidding

Explanation:

Custom bidding harnesses both your specific business insights and Google’s AI technology to finely tune how campaign goals are met, ensuring the maximization of return on ad spend. It allows for the optimization of bids based on the value of specific conversion events, goals, or impression signals, making it highly effective for targeting high-value customers. This strategy utilizes inputs from Floodlight events, custom Floodlight variables, Google Analytics goals, and various impression signals, enabling precise targeting and bid optimization for the most lucrative customer segments.

Chapter 2: Get to Know Display & Video 360

Read more here: https://support.google.com/displayvideo/answer/9723477

Your client, a gourmet pet-food distributor, is interested in setting up optimized targeting for their launch campaign next month, but first they want to know what optimized targeting does. How would you define it for them?

• By saying that optimized targeting combines different data sets to create granular audiences with specific needs, preferences, and purchase potential.
• By saying that optimized targeting is an audience expansion solution that uses Google AI to look beyond manually selected audiences.
• By saying that optimized targeting helps marketers reach, engage, and convert their target audiences across Google’s vast advertising network.
• By saying that optimized targeting uses one’s own customer lists, website visitor data, and app user data to target existing customers and reach potential customers.

Explanation: When explaining optimized targeting to the gourmet pet-food distributor, it should be conveyed as an audience expansion solution leveraging Google’s artificial intelligence (AI). Optimized targeting goes beyond manually selected audiences, utilizing advanced AI algorithms to analyze data and identify potential customers who may not have been initially considered. This approach allows advertisers to reach and engage with a broader and more diverse audience, maximizing the campaign’s effectiveness. By harnessing the power of AI, optimized targeting enhances audience targeting precision, helping the client connect with consumers who align with their product offerings, preferences, and purchase potential.

While working with your client, a pet food retailer, you learn they just launched a new brand of dog food and have an accompanying ad for a specific organic formula. To make sure the ad is shown only to customers who wish to purchase that type of organic dog food, what type of Display & Video 360 audience should you use?

• You should use target audience.
• You should use lifestyle audience.
• You should use custom affinity audience.
• You should use custom intent audience.

Explanation:

In the context of a pet food retailer launching a new brand of dog food with a specific organic formula, utilizing a custom intent audience in Display & Video 360 is the appropriate strategy. A custom intent audience allows advertisers to reach users based on their recent search behavior and signals of intent, ensuring that the ad is shown to customers actively interested in purchasing organic dog food. This targeting approach enhances the relevance of the advertisement, increasing the likelihood of reaching a more receptive audience and driving engagement with the specific product offering. Custom intent audiences enable advertisers to align their campaigns with the specific preferences and behaviors of potential customers, optimizing the effectiveness of their advertising efforts.

Custom Intent audiences in Display & Video 360 empower advertisers to specifically target potential customers based on their purchase intentions. This strategy allows for the creation of audiences using keywords, URLs, and apps related to the advertiser’s product, reaching individuals actively seeking or considering the purchase of organic dog food. By tailoring audiences in this way, the campaign can more effectively connect with consumers who have shown a direct interest in organic dog food products, enhancing the ad’s relevance and potential for conversion.

Read more here: https://support.google.com/displayvideo/answer/7583366

Within Display & Video 360, what audience types can you use for a YouTube connected TV (CTV) campaign if you want to reach specific audiences?

• You can use Private Auction deals.
• You can use Programmatic Guaranteed.
• You can use Open Auction.
• You can use private deals.

Explanation:

In the context of a YouTube connected TV (CTV) campaign within Display & Video 360, the audience types that can be utilized to reach specific audiences include Programmatic Guaranteed. Programmatic Guaranteed deals allow advertisers to secure inventory in advance with a fixed number of impressions, ensuring a guaranteed delivery of their ads. This approach is particularly useful when targeting specific audiences on YouTube CTV. While Private Auction deals and Open Auction are also options in Display & Video 360, Programmatic Guaranteed is the most suitable for advertisers seeking a more controlled and assured approach to reach their intended audiences on YouTube CTV.

A marketer wants to advertise a new spa package via Google Audiences, and they don’t want the targeting to restrict their performance. What should they implement in Display & Video 360 to reach the correct audience?

To effectively advertise a new spa package via Google Audiences in Display & Video 360 (DV360) without overly restricting performance, the marketer should consider implementing the following strategies:

1. Audience Segmentation:
   • Utilize a mix of audience segments to capture a broad range of potential customers. Consider targeting based on demographics, interests, and behaviors related to spa and wellness.
2. Affinity and In-Market Audiences:
   • Explore Google’s Affinity and In-Market audiences related to health, wellness, beauty, and spa interests. These audiences are designed to reach users with specific affinities or actively searching for relevant products or services.
3. Custom Intent Audiences:
   • Create custom intent audiences tailored to keywords, URLs, or topics relevant to spa services. This allows the marketer to reach users actively expressing interest in spa-related content.
4. Demographic Targeting:
   • Adjust demographic targeting parameters such as age, gender, and household income to align with the spa package’s target audience. This ensures that the ads are shown to individuals who are more likely to be interested in the offer.
5. Contextual Targeting:
   • Use contextual targeting to display ads on websites and content related to spa, wellness, and beauty. This helps in reaching users who are currently engaging with content in these categories.
6. Placement Exclusions:
   • Regularly review and update placement exclusions to avoid showing ads on irrelevant or low-quality websites. This can help in maintaining brand safety and focusing on high-performing placements.
7. Dynamic Creative Optimization (DCO):
   • Implement DCO to personalize ad creatives based on user behavior and preferences. Tailor messages and visuals to highlight the specific features of the spa package that may resonate with different audience segments.
8. Performance Monitoring and Optimization:
   • Regularly monitor campaign performance metrics such as click-through rates, conversions, and engagement. Use the insights gained to optimize targeting strategies, adjusting bids, and reallocating budget to the most effective audience segments.
9. Ad Copy and Messaging:
   • Craft compelling ad copy and messaging that highlights the unique selling points of the spa package. Ensure that the language used resonates with the intended audience and communicates the value of the offer.
10. Testing and Experimentation:
    • Conduct A/B testing to experiment with different targeting strategies, ad creatives, and messaging variations. This allows the marketer to identify the most effective combinations for driving engagement and conversions.

By implementing a well-rounded and flexible targeting strategy in DV360, the marketer can maximize the reach of the spa package campaign without overly restricting performance. Regular monitoring and optimization based on campaign insights will be crucial for achieving the desired results.