Search Ads 360 Certification Exam Answers - Google Marketing Platform

Your customer, a local car dealership, frequently changes keywords in their campaign based on the previous week’s sales. What should your customer use with their data-driven attribution model in Search Ads 360 to make sure the campaigns are updated correctly?

• Multichannel groupings
• Custom channel groupings
• Automated channel groupings
• Keyword groupings

Explanation: To ensure that the local car dealership’s campaigns are updated correctly in their data-driven attribution model within Search Ads 360, the recommended solution is to “use Automated channel groupings.” Automated channel groupings in Search Ads 360 enable advertisers to dynamically categorize and update their campaigns based on performance data. In the context of a local car dealership frequently changing keywords, automated channel groupings allow for the automatic adjustment of campaign groupings based on real-time insights. This ensures that the attribution model accurately reflects the impact of different keywords on the dealership’s sales. Unlike Multichannel groupings or Custom channel groupings, which may require manual adjustments, Automated channel groupings streamline the process, allowing the dealership to adapt its campaigns effectively and optimize performance within the data-driven attribution model.

Your customer, a gourmet pet food company, is using custom columns to determine how their new dog food is performing. What specific action in Search Ads 360 does a custom column let them access for any formula?

• Dimension
• Label
• Reporting
• Conversion

Explanation: A custom column in Search Ads 360 allows your customer, the gourmet pet food company, to access specific actions for any formula, and in this context, it lets them access “Conversion” data. By utilizing custom columns, advertisers can create tailored formulas to analyze and measure the performance of their campaigns based on various parameters, including conversion actions. This enables the gourmet pet food company to gain insights into how well their new dog food is performing in terms of generating desired conversions. Unlike dimensions, labels, or general reporting, the emphasis here is on custom columns providing the flexibility to focus on specific conversion-related metrics, aligning with the customer’s goal of evaluating the effectiveness of their advertising efforts in Search Ads 360.

Your customer is aiming to not only drive conversions but also track how those conversions drive users to enroll in their weekly newsletter distribution list. When setting up their data-driven attribution model in Search Ads 360, what else should you set up?

• Multichannel groupings
• Custom channel groupings
• Automated channel groupings
• Keyword groupings

Explanation: When setting up a data-driven attribution model in Search Ads 360 with the goal of not only driving conversions but also tracking how those conversions drive users to enroll in a weekly newsletter, it is essential to “set up Custom channel groupings.” Custom channel groupings allow advertisers to categorize and analyze traffic sources based on their specific business objectives. By creating custom channels that align with the newsletter enrollment goal, advertisers can gain insights into the impact of different channels on driving both conversions and newsletter sign-ups. Unlike Multichannel groupings, Automated channel groupings, or Keyword groupings, Custom channel groupings provide the flexibility needed to tailor the attribution model to the unique objectives of the customer’s campaign in Search Ads 360.

Your client, an agency, is setting up their Search Ads 360 account. What type of account should they set up first to help them manage all their customer accounts within their main account?

• Client account
• Manager account
• Submanager account
• Advertiser account

Explanation: To effectively manage all customer accounts within their main account in Search Ads 360, your client, an agency, should first set up a “Manager account.” The Manager account serves as a centralized hub that allows agencies to oversee and manage multiple customer accounts seamlessly. By creating a Manager account, the agency gains access to a comprehensive dashboard that provides a holistic view of all associated accounts. This facilitates efficient campaign management, reporting, and optimization across multiple clients within a single interface. Unlike Client accounts, Submanager accounts, or Advertiser accounts, the Manager account is specifically designed to cater to the needs of agencies, offering a structured and organized approach to handling multiple client accounts in the Search Ads 360 platform.

Your client only has a certain amount of money to spend on their campaign but wants to gain a decent return on investment (ROI). What should they set up within the Performance Center of Search Ads 360 to accomplish this goal?

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

Explanation:

To achieve a decent return on investment (ROI) while managing a specific budget in their campaign, your client should set up a “Budget bid strategy” within the Performance Center of Search Ads 360. A Budget bid strategy allows advertisers to allocate their campaign budget efficiently, optimizing bids based on performance data to achieve the desired ROI. By implementing this strategy, your client can ensure that their budget is utilized effectively to maximize returns. Unlike options such as Conversion cart data, Data-driven attribution, or Google Ads auction-time bidding, the Budget bid strategy directly addresses the client’s goal of optimizing ROI within the specified budget constraints in the Search Ads 360 platform.

Detailed Answer: In situations where there is a specific budget constraint, implementing a budget bid strategy in the Performance Center of Search Ads 360 is key. This strategy should ideally be enabled at the start of a campaign plan or when creating it. The budget bid strategy is designed to automatically optimize the campaign spend towards key metrics defined in the performance plan. For instance, if the focus is on accumulating clicks, the strategy will optimize the budget to achieve the maximum number of clicks at the lowest possible average cost per click, considering the allocated budget and the campaign’s duration. If the key metric is Target CPA (Cost-per-action), the objective shifts to maximizing conversions. Alternatively, if revenue generation is the goal, then the strategy will focus on achieving a targeted Return on Ad Spend (ROAS). This approach ensures effective use of the available budget while aiming to deliver the best possible ROI.

Chapter 4: Maximize Performance with Bid Strategies

Your client is requesting an overview of their Search Ads 360 performance within a customized date range. What should you share with them?

• Insight Card
• Experience Hub
• Performance Center
• Report Editor

Explanation: To provide your client with an overview of their Search Ads 360 performance within a customized date range, you should share information through “Report Editor.” Report Editor is a powerful tool within Search Ads 360 that allows advertisers to create customized and flexible reports tailored to specific needs. By using Report Editor, you can select the desired date range and incorporate key metrics, providing a comprehensive overview of performance data for your client. Unlike options such as Insight Card, Experience Hub, or Performance Center, Report Editor’s versatility and customization capabilities make it the ideal choice for presenting detailed and tailored insights to meet the specific requirements of your client within Search Ads 360.