Questions

 

What’s the best way to optimize for creatives with high click rates?

 

• Bid higher for their entire insertion order.
• Update their visuals and messaging to make them even more compelling.
• Add them to a blacklist so you can exclude them from bidding.
• Move them to their own line items and bid higher for them.

 

 

Why would you look at an impression lost chart when making quick optimizations?

 

• It shows how many auctions you’re losing due to bids, budget, and frequency.
• It shows potential spend based on the audiences targeted for the line item.
• It’s an easy place to see all your bids.
• It shows how many clicks you’ve earned, and how many you are missing out on due to the bid.

 

 

What is a way to improve your targeting when your goal is influencing consideration?

 

• Bid up on the highest-performing audience lists.
• Increase targeting until the audience is under 1,000 users.
• Bid up on the audiences with the highest impressions.
• Bid up on the sites with the highest cost per thousand impressions (CPMs) and the lowest number of clicks (because they’re guaranteed to be premium inventory).

 

 

Which of the following is an example of low performers when trying to influence consideration?

 

• Sites with low viewability and no conversions
• Sites with low volume, but high conversions
• Sites with high viewability and clicks
• Audiences with many conversions and high costs per thousand impressions (CPMs)

 

 

What’s an important consideration when excluding keywords of categories that you deem unsafe for your brand?

 

• It can be expensive to implement and maintain.
• This can expand your reach to sites you do not intend.
• Doing so can significantly reduce the inventory your ads can appear with.
• Categories change so frequently that they have an unpredictable effect on reach.

 

 

When optimizing to build awareness, what components should you optimize first?

 

• Spend, pacing, and frequency
• Sites, creatives, and time of day
• Audience, creatives, and brand
• Viewability, budget, and pacing