DoubleClick Search Mobile Assessment Answers

DoubleClick Search Mobile Assessment Answers  

 

Questions:

 

Which client goal appropriately matches with the use of app extension ads for a campaign?

• Drive click-to-calls
• Follow cross-environment conversions
• Installs of app and website visits
• Track Floodlight tags

 

To more fully capture mobile’s contribution to a sale, advertisers need to consider what?

• More than just the last click
• Just the last click
• The first and last click
• Customer intent

 

Jane is setting up an ad group to track call-extension conversions for a client. She has set up quite a few call extensions for this campaign and would like to track them within one ad group. How many can Jane track within one ad group?

• 1
• 10
• 20
• 2

 

Ali is creating a call-only ad group. Using this type of ad, which type of data can Ali track?

• Click to calls
• Call duration
• Call start and end time
• Caller area code

 

Ingrid’s client is the online sporting goods retailer, Sports Gear. What is a key factor of their business that will influence how Ingrid determines their mobile tracking strategy?

• Sports Gear does not sell snowboards.
• The Sports Gear website looks great on large desktop screens.
• Sports Gear has a mobile app on both iOS and Android.
• Sports Gear’s research has shown that their customers also enjoy good coffee.

 

Ally’s client wants to know which of their campaigns had the greatest cross-device uplift. How can she apply a calculation to the data in her report that will provide her client with this information?

• Segment by device
• Add the “Actions cross-env” column
• Use a formula column
• Use the Call metrics report

 

To report on cross-environment conversions in DoubleClick Search, what do you segment your report by?

• Age
• Affinity category
• Device
• Country

 

How do you include cross-device conversion data in bid strategies?

• Manually set device bid adjustments for each ad group
• Ensure that mobile bid modifiers are automatically optimized
• Create a formula column
• Use cross-environment conversions when computing bid adjustments

 

In determining the value of an app, you find that 20 out of 200 users who open the app make a purchase, with the value of each purchase being $500. How much is the value of this action along the purchase funnel?

• $2.50
• $500
• $20
• $200

 

When setting up Floodlight activities for a call-tracking service, what should the primary source of conversions be?

• All transactions
• Offline activity
• Selected conversions
• All actions

 

How would you track in-app conversions in an Android app?

• Google Tag Manager
• AdWords conversion tracker
• Pure downloads
• Floodlight

 

Your client, Bean Coffee, has a mobile site with a mobile-specific URL — m.beancoffees.com. How do you ensure their ad directs users to the correct site for their device?

• By using Adwords conversion tracker
• No action is required, as it’s a single version of the website that works across all devices
• By using ifmobile and ifnotmobile landing page parameters to specify which URL is used
• With cross-device conversion reporting

 

Hassan’s client places specific value on conversions based on which device they occur on. How can Hassan define the specific weighted values of each of these conversions, so he can include them in his bid strategy?

• Add a formula column that assigns this weighted value to each device
• Define the weighted values in a separate application and work with a third party to upload this data
• Ensure that mobile bid modifiers are automatically optimized
• Use custom Floodlight variables

 

A driver stops for gas and their smartphone buzzes with a text offering a free coffee inside the gas station. What does mobile provide advertisers that enables them to offer this to customers?

• Cell signals
• Customer profiles
• Wi-Fi
• Context

 

What measurement gap can a call-tracking service fill?

• Mobile web conversions
• Cross-device conversions
• Offline conversions
• Mobile in-app conversions

 

Due to a change in budgeting, you need to quickly adjust your entire campaign to automatically increase bids on mobile devices by 20 percent. How can you accomplish this?

• Bid strategy opportunities
• Device bid adjustment
• Custom Floodlight variables
• Manual cost-per-click (CPC) bidding

 

Denise has just set up of a call-tracking service and uploaded her first batch of conversions. How does Denise report on these offline conversions in DoubleClick Search?

• She cannot accomplish this without agency manager or advertiser manager access in DoubleClick Search
• By specifying offline activity as the conversion source in her report
• Create a custom Floodlight column containing the offline Floodlight activities
• Create a formula column that manipulates the existing data in her reports

 

Alice is creating an app install ad for her client’s search campaign. She needs to ensure it works for both Android and iOS versions of their app. What does Alice need to do to ensure the app directs the user to the appropriate store based on the user’s device?

• Create a separate ad group for each store
• Provide a survey question up-front and ask the user what type of device they’re using
• Link to the company’s website to avoid the store altogether
• Link to each store so the user can click on the correct one

 

What type of data can be collected when using a Google forwarding number with a call extension?

• Caller name
• Call duration
• Caller phone number
• Call location