Google Ads Video Certification Exam Answers

The goal of your Google Video campaign is to grow consideration. What should your bidding solution optimize toward?

• Actions
• Views
• Clicks
• Impressions

Explanation:

In a Google video campaign aimed at growing consideration, the bidding solution should optimize towards views. Views represent more than just users seeing the video; they signify engagement and interest in the content, which aligns with the goal of increasing consideration. When viewers watch a video, they are actively engaging with the brand’s message and content, indicating a higher likelihood of considering the product or service being promoted. Optimizing towards views ensures that the campaign is effectively capturing the attention of the target audience and encouraging them to engage with the video content, which ultimately contributes to building consideration for the brand. While impressions, actions, and clicks are important metrics in certain contexts, optimizing towards views specifically aligns with the objective of growing consideration in a Google video campaign by focusing on audience engagement and interaction with the content. Therefore, selecting views as the bidding optimization goal is the most appropriate strategy for achieving the objective of increasing consideration in a Google video campaign.

To measure the full value of an action campaign, what two conversion types should you capture in your reporting?

• Mono-platform and view-based
• Cross-platform and view-based
• Mono-platform and last click
• Cross-platform and last click

Explanation:

The correct conversion types to capture in reporting when measuring the full value of an action campaign are cross-platform and view-based. Cross-platform conversion tracking enables advertisers to attribute conversions that occur across multiple devices or platforms, providing a more comprehensive understanding of the customer journey and the impact of advertising efforts across different touchpoints. By capturing cross-platform conversions, advertisers can accurately measure the influence of their campaigns on driving desired actions, regardless of the device or platform used by the consumer. Additionally, including view-based conversions in reporting allows advertisers to track conversions that result from ad views rather than clicks, acknowledging the role of video ad exposures in influencing consumer behavior and driving conversions. Together, capturing cross-platform and view-based conversions in reporting provides a holistic view of the campaign’s effectiveness in driving desired actions, ensuring that advertisers can measure the full value of their action campaigns and optimize strategies accordingly to maximize ROI and achieve their marketing objectives. Therefore, selecting cross-platform and view-based conversion types aligns with the goal of measuring the full value of an action campaign by capturing conversions across multiple platforms and recognizing the impact of video ad exposures on driving conversions.

You have a goal to increase scale and improve CPA performance and efficiency. Which of the following marketing objectives aligns to that goal?

• Action
• Hybrid
• Awareness
• Consideration

Explanation:

The marketing objective that aligns with the goal of increasing scale and improving CPA (Cost Per Acquisition) performance and efficiency is Action. The Action objective focuses on driving specific actions or conversions, such as website visits, app installs, or purchases. By selecting the Action objective, advertisers aim to maximize the number of conversions achieved within their budget while maintaining or improving CPA performance. This objective is well-suited for increasing scale as it prioritizes driving tangible results and measurable outcomes, ensuring that advertising efforts directly contribute to achieving business objectives. Additionally, the Action objective emphasizes efficiency by optimizing ad delivery and targeting to maximize the likelihood of conversions while minimizing wasted ad spend. Therefore, aligning the marketing objective with Action is the correct approach for achieving the goal of increasing scale and improving CPA performance and efficiency, as it provides a clear focus on driving actionable outcomes and delivering optimal performance within budget constraints.

Mixing video ad formats is a good idea — you know that. But if your goal is to drive maximum reach on a minimum budget, what mix of awareness ad formats would you use?

• Bumper ads and masthead ads
• Non-skippable in-stream ads and masthead ads
• Non-skippable in-stream ads and skippable in-stream ads
• Bumper ads and skippable in-stream ads

Explanation:

The correct mix of awareness ad formats to use when the goal is to drive maximum reach on a minimum budget is bumper ads and skippable in-stream ads. Bumper ads are short, non-skippable video ads that are typically six seconds long and are designed to deliver concise and memorable messages to viewers. Despite their brevity, bumper ads can effectively capture viewers’ attention and convey key brand messages, making them a cost-effective option for driving reach and awareness. Skippable in-stream ads, on the other hand, offer advertisers the flexibility to deliver longer-form content while still allowing viewers to skip the ad after a few seconds if they choose. This format is advantageous for maximizing reach on a budget as advertisers only pay when viewers watch at least 30 seconds of the ad or interact with it in some way, ensuring that ad spend is allocated efficiently. By combining bumper ads with skippable in-stream ads, advertisers can achieve a balance between capturing immediate attention with short-form content and engaging viewers with longer-form content, thereby maximizing reach and awareness while optimizing budget utilization. Therefore, selecting bumper ads and skippable in-stream ads as the mix of awareness ad formats aligns with the goal of driving maximum reach on a minimum budget, ensuring that advertisers can achieve their campaign objectives effectively and efficiently.

Similar question:

Mixing ad formats is a good idea, and you know that. ut which mix of awareness ad formats should you use if your goal is efficient reach?

If you’re running a Google Video campaign with a consideration goal and you want to measure the amount of people who watched your video, what measurement solution should you use?

• You should use core performance metrics.
• You should use forecasting reach of your YouTube campaign alongside print ads.
• You should use viewability with Active View.
• You should use Brand Lift.

Explanation:

The correct measurement solution to use when running a Google Video campaign with a consideration goal and wanting to measure the number of people who watched the video is core performance metrics. Core performance metrics provide essential insights into the performance of video ads, including metrics such as views, view-through rate (VTR), and unique viewers. These metrics help advertisers understand the reach and engagement of their video content, allowing them to assess the effectiveness of their campaigns in capturing viewers’ attention and driving consideration. By using core performance metrics, advertisers can track key indicators of video performance and optimize their campaigns to achieve their consideration goals, whether it’s increasing brand awareness, driving product consideration, or encouraging further engagement with the brand. Therefore, core performance metrics are the most appropriate measurement solution for evaluating the viewership of video ads and assessing their impact on consideration metrics within a Google Video campaign, ensuring that advertisers have the necessary data to make informed decisions and optimize their advertising strategies effectively.

You’re making a video ad with the goal of driving reservations for a tourism company on their website. Which of the following call-to-actions (CTAs) should you use in the ad?

• Check us out
• Call now
• Book now
• Learn more

Explanation:

The most appropriate call-to-action (CTA) to use in a video ad aimed at driving reservations for a tourism company’s website is ‘Book now.’ This CTA is the most direct and relevant to the campaign’s goal of encouraging viewers to make reservations. By prompting viewers to ‘Book now,’ the CTA guides them towards taking immediate action to secure their reservations, aligning with the primary objective of the ad. ‘Check us out’ and ‘Learn more’ are more general CTAs that may not convey a sense of urgency or prompt viewers to take the specific action of making a reservation. Similarly, ‘Call now’ may not be as effective for driving reservations, as it requires an additional step of contacting the company via phone rather than facilitating direct online booking. Therefore, ‘Book now’ is the most appropriate CTA for encouraging viewers to take the desired action of making reservations on the tourism company’s website, ensuring that the ad effectively drives conversions and achieves its intended objective.