Search Ads 360 Certification Exam Answers - Google Marketing Platform

How many Facebook accounts can be linked to Search Ads 360 at a time?

• Two
• Four
• One
• Three

Explanation:

The correct answer is One. In Search Ads 360, you can link only one Facebook account at a time. This limitation ensures that the platform maintains a clear and consistent connection with the selected Facebook account, allowing for effective management and optimization of advertising campaigns across both platforms. By linking a single account, users can streamline their advertising efforts and monitor performance without the complexity of managing multiple accounts simultaneously.

If there’s no conversion delay in your customer’s Search Ads 360 campaign, when would you make optimizations to their just-launched bid strategy?

• During weeks six to eight
• During weeks two to three
• During week four
• During week one

Explanation:

For a new bid strategy in Search Ads 360, it’s advisable to wait at least two weeks from the launch date before making any performance evaluations or adjustments. This period allows the algorithm to go through its initial calibration phase, which is necessary for any newly implemented strategy. The calibration process typically spans one to two weeks and is essential for the strategy to start reflecting accurate performance data.

Once you reach the second or third week, it’s important to review the bid strategy to ensure that the constraints initially set are not impeding its optimization capabilities. If you find that they are, and if it aligns with the broader business objectives, you can then make the necessary adjustments to those constraints. This helps in fine-tuning the strategy to better meet your customer’s campaign goals.

Chapter 10: Measure Bid Performance in Search Ads 360

What’s the optimal window of time to review the performance of a Search Ads 360 campaign?

• One conversion cycle
• Four conversion cycles
• Two to three conversion cycles
• Five to six conversion cycles

Explanation:

When evaluating the performance of a Search Ads 360 campaign, it’s important to follow these best practices:

• Analysis at Bid Strategy Portfolio Level: Always conduct your performance review at this comprehensive level.
• Account for Conversion Delay: Be aware of the time lag that can occur between when an ad is interacted with and when a conversion happens.
• Evaluation Period: The ideal duration for a thorough performance review is over two to three conversion delay cycles.

Adhering to these guidelines ensures a more accurate assessment of your campaign’s effectiveness, considering the natural ebb and flow of conversion processes.

Chapter 10: Measure Bid Performance in Search Ads 360

Your retail clothing customer sells T-shirts that come out on a weekly basis and are for sale while supplies last. What do they need to do to make sure their Search Ads 360 campaigns are automatically updated to reflect the correct inventory available for purchase?

• Set up labels within their campaign structure
• Set up custom dimensions within their campaign structure
• Set up audiences within their campaign structure
• Set up templates within their campaign structure

Explanation:

Templates in Search Ads 360 are particularly useful for products like T-shirts, where availability and details change frequently. These templates automatically update the campaign structure, targeting, and creatives in response to changes such as seasonality or product availability. Additionally, they enable the creation and removal of active keywords to accurately reflect what’s available on the website. For instance, templates can be configured to indicate when a new T-shirt design is added to the inventory or when a particular style is no longer available, ensuring that the campaigns always align with the current product offerings.

Chapter 12: Use Templates in Search Ads 360

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:

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.

Chapter 10: Measure Bid Performance in Search Ads 360