Display & Video 360 Certification Exam Answers - Google Marketing Platform

Your customer, an organic wellness brand, is launching an allergen-free detergent. They want to make sure they’re appearing within very specific parameters and content in their connected TV (CTV) campaign. What Display & Video 360 tools are available to help them protect their brand?

• Digital content labels, sensitive categories, and invalid traffic
• Digital content labels, sensitive categories, and general categories
• Digital content labels, sensitive categories, and advertising review
• Digital content labels, advertising verification, and invalid traffic

Explanation: For the organic wellness brand launching an allergen-free detergent in their connected TV (CTV) campaign, the appropriate Display & Video 360 tools to ensure brand protection include Digital content labels, sensitive categories, and invalid traffic. Digital content labels allow advertisers to specify the type of content they want to associate with, ensuring alignment with their brand values. Sensitive categories help filter out content that might be inappropriate or not align with the brand’s image. Additionally, monitoring and preventing invalid traffic contribute to maintaining the brand’s integrity by ensuring ads are viewed by genuine and relevant audiences. This combination of tools enables the organic wellness brand to curate a brand-safe environment and uphold their values in the CTV campaign.

Your customer, a global over-the-counter body-care brand, wants to launch Display & Video 360 deal negotiations for exchanges integrated with deal sync. How should they do that?

• Via representatives from Display & Video 360
• Via advertisers
• Via publishers
• Via both advertisers and publishers

Explanation: Via advertisers is the correct approach for a global over-the-counter body-care brand to launch Display & Video 360 deal negotiations for exchanges integrated with deal sync. Deal sync allows advertisers to negotiate and manage Programmatic Guaranteed deals seamlessly across multiple exchanges within Display & Video 360. Advertisers have direct control over the negotiation process, enabling them to collaborate with various exchanges to secure premium inventory and optimize their advertising campaigns. This direct engagement empowers advertisers to align deal terms, negotiate pricing, and efficiently manage Programmatic Guaranteed deals, ensuring effective and targeted advertising for the global body-care brand across integrated exchanges.

You need to reach several specific audiences for the YouTube connected TV (CTV) campaign you’re running for your client. Within Display & Video 360, what audience types can you use?

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

Explanation: Within Display & Video 360, for the YouTube connected TV (CTV) campaign aiming to reach specific audiences, the appropriate audience types to utilize are Private deals and Programmatic Guaranteed. Private deals allow advertisers to negotiate and secure deals directly with specific publishers, ensuring access to premium inventory and tailored targeting options. Programmatic Guaranteed deals, on the other hand, provide a guaranteed volume of impressions at a fixed price, enabling advertisers to reach their desired audiences with certainty. Both audience types offer control and customization, allowing advertisers to target specific audiences effectively in the context of a YouTube connected TV campaign within Display & Video 360.

A client is launching a new line of snowboards. They want to advertise them using Google Audiences, but they don’t want the targeting to restrict performance. Within Display & Video 360, what should your client use to reach the right audience?

• They should use demographic targeting.
• They should use viewability targeting.
• They should use device targeting.
• They should use optimized targeting.

To ensure optimal performance in advertising the new line of snowboards using Google Audiences in Display & Video 360, the client should leverage optimized targeting. This approach allows the system to automatically adjust targeting parameters based on historical performance data, ensuring that the ads are shown to users who are more likely to engage and convert. By using optimized targeting, the client can benefit from machine learning algorithms that analyze various signals and user behaviors, refining the audience targeting dynamically. This flexibility ensures that the campaign reaches the right audience for the new snowboards without imposing strict limitations, optimizing performance and maximizing the effectiveness of the advertising efforts in Display & Video 360.

If your coworker asks what optimized targeting does, how could you explain it?

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

Explanation: Explaining optimized targeting to a coworker who might not be familiar with the term can be a rewarding opportunity to share insights and improve understanding within your team. Optimized targeting is essentially a strategic approach used in marketing and advertising campaigns to reach the most relevant audience with precision. Here are some practical tips and personal experiences that can help you explain optimized targeting effectively:

1. Start with the Basics: Begin by breaking down the concept into simple terms. You could explain that optimized targeting involves refining your marketing efforts to focus on specific demographics, interests, behaviors, or other criteria that are most likely to respond positively to your message.
2. Use Analogies or Examples: Analogies can be powerful tools for explaining complex concepts. For instance, you might compare optimized targeting to fishing with a well-calibrated fishing rod instead of a wide net. With the right bait and technique, you’re more likely to catch the exact fish you’re aiming for.
3. Highlight Benefits: Emphasize the benefits of optimized targeting, such as increased efficiency, higher conversion rates, and better return on investment (ROI). Share any success stories or case studies from your own experiences or industry examples to illustrate how optimized targeting can make a significant impact on campaign performance.
4. Discuss Data and Analytics: Explain that optimized targeting relies heavily on data and analytics to identify and understand your target audience. You could mention tools like Google Analytics, Facebook Insights, or customer relationship management (CRM) systems that help gather and analyze relevant data to inform targeting decisions.
5. Address Concerns or Misconceptions: Some coworkers might have concerns about privacy or ethical implications related to targeted advertising. Be prepared to address these concerns sensitively and transparently, emphasizing the importance of respecting user privacy and adhering to relevant regulations and guidelines.
6. Encourage Collaboration: Highlight the importance of collaboration between different teams, such as marketing, data analytics, and sales, to ensure that targeting strategies are aligned with overall business goals and objectives.
7. Offer Resources for Further Learning: Finally, provide resources or recommendations for further learning, such as articles, books, online courses, or workshops, where your coworker can deepen their understanding of optimized targeting and related concepts.

By approaching the explanation of optimized targeting with clarity, empathy, and real-world examples, you can help your coworker grasp the concept more easily and contribute to a more knowledgeable and effective team overall.

You’re working on a new Display & Video 360 campaign and want to optimize your plan based on a single conversion type. What strategy should you use?

• Maximize conversions
• Maximize clicks
• Active view
• Custom bidding

When working on a Display & Video 360 campaign and aiming to optimize based on a single conversion type, the recommended
strategy is to use “Maximize conversions.” This bidding strategy leverages machine learning to automatically adjust bids for each
impression in real-time, with the goal of getting as many conversions as possible within the specified budget. By focusing on
maximizing conversions, the algorithm considers various factors, including historical performance data and contextual signals, to
bid more aggressively on impressions likely to result in the desired conversion. This approach enhances campaign efficiency and
helps advertisers achieve their specific conversion objectives by dynamically adjusting bidding for optimal results.