Questions

Your airline customer is using feed data to add structure to their Search Ads 360 campaign templates. Competitive flight prices are a business goal for them, so they want to make sure that’s highlighted in their campaign. What are the pricing options through feeds?

• Average price for each route
• Highest price for each route
• Lowest price for each route
• Price options for each route

 

Explanation:

In the airline industry, utilizing feed data in Search Ads 360 enables the creation of tailored templates for each flight route. For instance, keywords such as “flights from JFK to LAX” can be specifically generated. Given the airline industry’s ever-changing dynamics with new routes and fluctuating seat availability, having a scalable and efficient advertising approach is crucial.

This is achieved by creating geo-targeted campaigns for each departure point, focusing the keywords solely on destinations. An example would be a campaign targeted at New York with keywords like “flights to LAX.” The key aspect here is to also incorporate ads that display the average price for specific routes like JFK to LAX. This strategy aligns perfectly with the airline’s objective of highlighting competitive prices, making their campaigns both relevant and strategically focused on their business goals.

Read more here: https://support.google.com/sa360/answer/12966436

 

Your footwear apparel client wants to know when they should make optimizations to their newly launched bid strategy in their Search Ads 360 campaign. Assuming there’s no conversion delay, what would you tell them?

• You’d tell them to make the optimizations during weeks two to three.
• You’d tell them to make the optimizations during weeks six to eight.
• You’d tell them to make the optimizations during week one.
• You’d tell them to make the optimizations during week four.

 

Explanation:

For optimal results, you should advise your footwear apparel client to make optimizations to their newly launched bid strategy in their Search Ads 360 campaign during **weeks two to three**. This timeframe allows for sufficient data collection and statistical significance to assess the bid strategy’s performance effectively. Making optimizations too early might not provide a comprehensive understanding of the bid strategy’s effectiveness, while waiting too long could result in missed opportunities for improvement. Weeks two to three strike a balance, allowing advertisers to gather enough data to inform meaningful adjustments without delaying optimization efforts.

 

It’s crucial to allow a bid strategy sufficient time to process and learn from the data, which is why the recommended period is at least two weeks from the launch date, even if there’s no conversion delay. This timeframe provides the algorithm with the opportunity to calibrate effectively.

Typically, a new bid strategy requires one to two weeks of calibration based on the incoming conversion data. The duration of this initial learning period is important as it dictates when meaningful optimizations can be made and performance can be accurately assessed.

During the second or third week, you should review whether the constraints set within the bid strategy are hindering its ability to optimize. If your business objectives permit, you may adjust these constraints to enhance performance and drive better results for your client’s Search Ads 360 campaign.

 

What data is shared from Search Ads 360 (SA360) to Google Ads to enable Google Ads auction-time bidding in SA360?

• Bulksheets
• Conversions
• Templates
• Rules

 

Explanation:

**Conversions** data is shared from Search Ads 360 (SA360) to Google Ads to enable Google Ads auction-time bidding in SA360. This process ensures that critical conversion data, reflecting user interactions and actions on advertisements, is communicated from SA360 to Google Ads. By sharing conversion information, auction-time bidding in SA360 can leverage real-time data to optimize bids and enhance the effectiveness of advertising campaigns. Conversions play a pivotal role in informing bidding strategies, allowing advertisers to make data-driven decisions for better campaign performance and return on investment.

 

You learn that your fitness apparel client used Search Ads 360 to add an owner to the custom column. Across what account levels can this new owner access and manage columns?

• The owner can access and manage columns across the manager level.
• The owner can access and manage columns across client accounts.
• The owner can access and manage columns across the submanager level.
• The owner can access and manage columns across all account levels.

 

Explanation:

Custom columns in Search Ads 360 serve as a powerful tool for tailoring reports to specific business goals. The platform’s intuitive interface simplifies the process of creating custom columns, allowing for the incorporation of key business objectives into reports. These columns offer functionalities like filtering, sorting, downloading, and customizing performance summary charts. Importantly, when an owner is added to a custom column in Search Ads 360, they are granted the ability to control access and manage the column across all account levels. This feature is integral to achieving efficient cross-account campaign management, as detailed in the “Leverage Cross-Account Campaign Management in Search Ads 360” guide.

Chapter 9: Use Custom Columns in Search Ads 360

 

Your customer wants to define and view specific parts of their Google Ads data using custom columns. Within Search Ads 360, what are two types of custom columns they’d use?

• Custom formula and custom labels
• Custom dimension and custom formula
• Custom formula and custom conversion
• Custom conversion and custom labels

 

Explanation:

In Search Ads 360, your customer can leverage two types of custom columns to define and view specific parts of their Google Ads data: **custom formula and custom conversion**. 1. **Custom Formula:** This type of custom column allows users to create a customized metric or calculation based on existing metrics in their Google Ads data. Users can define specific formulas to derive insights tailored to their campaign objectives, providing a flexible way to analyze and measure performance beyond standard metrics. 2. **Custom Conversion:** This type of custom column enables users to focus on specific conversion events that are crucial to their advertising goals. By customizing conversion columns, advertisers can prioritize and analyze the performance of particular conversion actions that align with their campaign objectives, offering a more targeted view of the data.

 

While working with your client who designs sneakers, you learn that their main priority is brand exposure. In Search Ads 360, what brand strategy should you set up to help your client achieve that goal?

• You should set up return on investment (ROI).
• You should set up return on ad spend (ROAS).
• You should set up impression share.
• You should set up total number of clicks.

 

Explanation:

To achieve the primary goal of brand exposure for a client specializing in sneaker design, the recommended brand strategy in Search Ads 360 is to **set up impression share**. Impression share focuses on maximizing the visibility of the brand by ensuring that ads are shown to a large proportion of users searching for relevant queries. This strategy emphasizes the share of ad impressions the brand captures compared to the total available impressions. By prioritizing impression share, the sneaker design client can enhance the visibility of their brand in the online space, increasing the likelihood of users encountering their products during search interactions. This approach aligns with the client’s objective of maximizing brand exposure and awareness within the Search Ads 360 platform.