Search Ads 360 Certification Exam Answers - Google Marketing Platform

If your client asks where to apply labels in their Search Ads 360 campaign, how should you respond?

• By saying that labels can be applied to ad groups, campaigns, bid strategies, and ads.
• By saying that labels can be applied to bid strategies, campaigns, keywords, and ads.
• By saying that labels can be applied to ad groups, campaigns, keywords, and ads.
• By saying that labels can be applied to bid strategies, dimensions, campaigns and ads.

Explanation:

In Search Ads 360, labels can be applied to various elements of a campaign to help organize, manage, and analyze performance data. When your client asks where to apply labels in their Search Ads 360 campaign, you can provide guidance on the following key areas where labels can be useful:

1. Campaigns:
   • Apply labels to campaigns to categorize and group them based on specific themes, objectives, or characteristics. For example, labels like “Brand,” “Seasonal,” or “Promotions” can help organize campaigns and facilitate easier reporting.
2. Ad Groups:
   • Use labels at the ad group level to classify and distinguish between different ad group types or strategies. This can include labels like “High Performing,” “Low Performing,” or “Testing.”
3. Keywords:
   • Apply labels to keywords to denote specific attributes or characteristics. Labels can be used to highlight top-performing keywords, identify keywords for optimization, or categorize keywords based on their match type.
4. Ads:
   • Label ads to differentiate between various creative elements, promotions, or testing variations. This is particularly useful for tracking the performance of different ad creatives within an ad group.
5. Campaign Manager (CM) Campaigns:
   • If your client is using Campaign Manager for display advertising, labels can be applied to CM campaigns within Search Ads 360 for better organization and reporting.
6. Bids and Bid Strategies:
   • Apply labels to bidding strategies or individual bid adjustments to track the performance of specific bidding strategies or optimization adjustments over time.
7. Labels for Reporting:
   • Create custom labels specifically for reporting purposes. For example, you could create labels like “Top Converting Campaigns,” “Priority Keywords,” or “Seasonal Promotions” to facilitate easier reporting.

To apply labels in Search Ads 360, your client can follow these general steps:

• Navigate to the specific element (campaign, ad group, keyword, ad, etc.) within the Search Ads 360 interface.
• Select the item or items to which they want to apply labels.
• Look for the “Labels” option in the menu or toolbar.
• Choose or create the desired labels and apply them to the selected items.

Remind your client that consistent and thoughtful labeling can significantly streamline campaign management, analysis, and reporting. Labels help organize and categorize data, making it easier to identify trends, assess performance, and take action on specific elements within their Search Ads 360 account.

Within the Performance Center of Search Ads 360, what should you set up if you have a specific amount of money to spend on a campaign and you hope to get a decent return on investment (ROI)?

• Data-driven attribution
• Google Ads auction-time bidding
• Budget bid strategy
• Conversion cart data

Explanation:

In Search Ads 360, the Performance Center provides various tools and features to optimize and improve the performance of your campaigns. To achieve a decent return on investment (ROI) with a specific budget, you can set up and utilize the following features within the Performance Center:

1. Budget Management:
   • Define and manage your campaign budget effectively within the Budgets tab. Set a daily or monthly budget based on your overall spend limits.
2. Bid Strategy:
   • Implement an appropriate bidding strategy that aligns with your ROI goals. Search Ads 360 offers bidding strategies such as Target ROAS (Return on Ad Spend) or Maximize Conversions to help optimize bids for the best ROI.
3. Conversion Tracking:
   • Set up and track relevant conversions to measure the success of your campaigns. This includes defining valuable actions such as completed purchases, form submissions, or other desired outcomes.
4. Attribution Modeling:
   • Choose the right attribution model to understand how different touchpoints contribute to conversions. This helps in optimizing your bids and budgets based on the actual impact of each interaction.
5. Performance Dashboards:
   • Use performance dashboards to gain insights into key metrics such as clicks, impressions, conversions, and ROI. Customize dashboards to monitor the specific KPIs that matter most to your campaign.
6. Custom Alerts:
   • Set up custom alerts to receive notifications when certain performance metrics deviate from your target goals. This allows you to proactively address issues and make adjustments as needed.
7. Ad Schedule Adjustments:
   • Analyze performance data based on the time of day or day of the week. Use this information to make ad schedule adjustments and allocate budget during peak times when ROI is typically higher.
8. Automated Rules:
   • Create automated rules to automatically adjust bids, budgets, or pause/resume keywords or ads based on specific performance criteria. This helps in automating routine optimization tasks.
9. Keyword and Ad Copy Optimization:
   • Regularly review and optimize your keywords and ad copy. Identify high-performing keywords and ads and allocate more budget to them. Remove or adjust poorly performing elements.
10. Competitive Insights:
    • Use competitive insights tools within Search Ads 360 to understand how your campaigns compare to competitors. This can help you identify opportunities for improvement and refine your strategy.

By leveraging these features within the Performance Center of Search Ads 360, you can optimize your campaign to achieve a decent return on investment within your specified budget. Regularly analyze performance data, make data-driven decisions, and refine your strategies based on the insights gained from the platform.

To figure out how to allocate a quarterly budget across each product and across each campaign, where within Search Ads 360 would you look?

• You’d look in Experience Hub.
• You’d look in Performance Center.
• You’d look in Overview page.
• You’d look in Reports.

Explanation:

The Performance Center in Search Ads 360 is a crucial tool for advertisers managing strict budgets, whether these are client-provided or set by their own management. It’s especially useful for those handling annual budgets segmented into quarterly or monthly allocations. The Performance Center acts as an end-to-end solution for budget management, reporting, and optimization. This comprehensive tool aids in the planning and activation of budgets, offering detailed insights and analytics. It enables advertisers to strategically distribute their budget across different products and campaigns, aligning expenditure with marketing goals and ensuring effective utilization of budget for each quarter.

Chapter 5: Explore Search Ads 360 Performance Center

Read more here: https://support.google.com/sa360/answer/10058344

If your customer wants to dig deeper into their Search Ads 360 campaign and view the reporting for how their business organization is set up, what do they need to have set up within their account?

• Labels
• Custom dimensions
• Audience segments
• Inventory management

Search Ads 360 is a marketing management tool that lets you accomplish which of the following tasks?

• With Search Ads 360, you can manage, automate, and optimize your search engine marketing campaigns in real time in groups of 20 campaigns at a time.
• With Search Ads 360, you can budget, purchase, and automate your search campaigns every month in groups of 20 campaigns at a time.
• With Search Ads 360, you can manage, automate, and optimize your search engine marketing campaigns in real time and at scale.
• With Search Ads 360, you can budget, purchase, and automate a maximum of 40 search campaigns in real time and at scale.

While working with your client who designs trendy fanny packs and travel accessories, you learn they want to evaluate performance for their Search Ads 360 bid strategies. At what level should you tell them to do that?

• You should tell them to evaluate at the ad group level.
• You should tell them to evaluate at the campaign level.
• You should tell them to evaluate at the keywords level.
• You should tell them to evaluate at the portfolio level.