Search Ads 360 Certification Exam Answers - Google Marketing Platform

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:

To enable Google Ads auction-time bidding in Search Ads 360 (SA360), certain data is shared from SA360 to Google Ads. This data exchange is crucial for allowing Google Ads to optimize bids in real-time during auctions. Here are the key pieces of data that are shared:

1. Conversion Data:
   • Information about conversions tracked in SA360 is shared with Google Ads. This includes data on the number of conversions, conversion values, and other conversion-related metrics. Google Ads uses this data to inform bidding decisions and optimize for specific conversion goals.
2. Bid Strategy Configuration:
   • Details about the bid strategy configuration in SA360, such as target CPA (Cost Per Acquisition), target ROAS (Return On Ad Spend), or other bid strategy settings, are shared with Google Ads. This information guides Google Ads in aligning its auction-time bidding decisions with the advertiser’s campaign objectives.
3. Performance Metrics:
   • Performance metrics related to clicks, impressions, and other relevant data are shared with Google Ads. This includes historical performance data to provide context for bidding decisions during auctions.
4. Targeting Information:
   • Details about the targeting settings, including audience targeting, geographic targeting, and device targeting, are shared with Google Ads. This helps Google Ads tailor bids based on the specific targeting parameters set in SA360.
5. Budget Constraints:
   • Information about budget constraints, including daily or campaign budgets, is communicated to Google Ads. This ensures that bid adjustments align with budget limitations set in SA360.
6. Historical Data:
   • Historical performance data, including click-through rates, conversion rates, and other metrics, is shared. Google Ads leverages this historical data to make informed bidding decisions in real-time auctions.

By sharing this data, SA360 enables Google Ads to use auction-time bidding to adjust bids dynamically, optimizing for performance goals set by advertisers. This collaboration allows for more granular and timely bid adjustments during each auction, contributing to improved campaign performance and efficiency.

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

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 help your client achieve brand exposure as their main priority in Search Ads 360, you should set up a brand strategy that focuses on increasing visibility and awareness. One effective brand strategy for this purpose is to use a “Maximize Clicks” bidding strategy. The Maximize Clicks bidding strategy is designed to automatically adjust bids to get the most clicks within your specified budget.

Here’s how you can set up the Maximize Clicks bidding strategy for brand exposure in Search Ads 360:

1. Log in to your Search Ads 360 account.
2. Navigate to the “Campaigns” tab.
3. Select the campaign that is specifically focused on promoting the sneaker brand.
4. Click on the “Bid strategies” tab within the selected campaign.
5. Click on the “+ New Bid Strategy” button.
6. Choose “Maximize Clicks” from the list of available bidding strategies.
7. Configure the settings, including the maximum bid limit, if desired.
8. Apply the Maximize Clicks bidding strategy to the selected campaign.

The Maximize Clicks bidding strategy will automatically adjust your bids to maximize the number of clicks within your specified budget. This strategy is well-suited for brand exposure campaigns where the primary goal is to drive traffic to the website and increase overall visibility.

Keep in mind that while the Maximize Clicks strategy is effective for increasing clicks, it may not necessarily focus on conversion optimization. If your client’s goal is to maximize both brand exposure and conversions, you may consider using other bidding strategies like “Target Impression Share” or “Target CPA” based on the specific performance objectives.

Always monitor the performance of the campaign and make adjustments as needed to align with your client’s brand exposure goals. Additionally, features and strategies may evolve, so it’s advisable to refer to the latest documentation or contact Google Support for the most up-to-date information on bidding strategies in Search Ads 360.

Your client is a busy florist who changes the keywords in their campaign frequently in order to reflect sales from the previous week. Along with their data-driven attribution model in Search Ads 360, what should your client use to make sure their campaigns are updated properly?

• They should use custom channel groupings.
• They should use keyword groupings.
• They should use multichannel groupings.
• They should use automated channel groupings.

Explanation:

To ensure that your client’s campaigns are updated properly, especially considering the frequent changes in keywords to reflect sales from the previous week, your client can leverage the “Automated Rules” feature in Search Ads 360. Automated Rules allow advertisers to automate certain campaign management tasks based on specified conditions.

Here’s how your client can use Automated Rules to manage keyword changes and campaign updates:

1. Log in to your Search Ads 360 account.
2. Navigate to the “Campaigns” or “Keywords” tab, depending on whether the changes are at the campaign or keyword level.
3. Click on the “Automated Rules” tab.

For Keyword Changes: 4. Click on “Create Rule” and set up a rule based on conditions such as performance metrics, conversions, or other relevant criteria.

5. Specify the action to be taken, such as adding or modifying keywords based on the specified conditions.
6. Schedule the rule to run at a frequency that aligns with your client’s need to reflect sales from the previous week.

For Campaign Updates: 4. Create a rule at the campaign level to adjust budget, bid strategies, or other settings based on specified conditions.

5. Define the conditions that trigger the rule, such as performance metrics or specific dates.
6. Specify the actions to be taken, such as adjusting budgets or bid strategies.
7. Schedule the rule to run at the desired frequency to accommodate the frequent changes in keyword strategy.

By using Automated Rules, your client can automate routine tasks related to campaign management, making it easier to keep campaigns updated based on changing needs. This can help ensure that keywords are adjusted, budgets are modified, and other campaign elements are optimized in line with the florist’s sales trends.

Additionally, the data-driven attribution model in Search Ads 360 will continue to provide insights into the performance of different keywords, campaigns, and channels. The combination of Automated Rules and data-driven attribution can contribute to a more efficient and effective campaign management strategy.

Keep in mind that the specifics of creating rules and available features may evolve, so it’s advisable to refer to the latest documentation or contact Google Support for the most up-to-date information on using Automated Rules in Search Ads 360.

Within Search Ads 360, what tool can show what happens after transactions occur on a site in order to find cross-sell opportunities and determine the types of additional products that might be included in an upcoming campaign?

• Data-driven attribution
• Custom floodlight variables
• Budget bid strategies
• Conversion cart data

Explanation:

Detailed Answer: Conversion with Cart Data in Search Ads 360 leverages your Merchant Center feed to provide comprehensive information about products at the point of purchase, including details like color and material. This tool is essential for identifying cross-sell opportunities. For instance, if certain products are popular, you can tailor your ad copy to suggest compatible products as cross-sells. Alternatively, if your goal is to boost sales of specific items, you can identify well-selling compatible products and use them to suggest cross-sells in your advertising. Utilizing conversion cart data enables a strategic approach to advertising, aligning your campaigns with customer purchase behaviors and enhancing the potential for cross-selling in your upcoming campaigns.

Chapter 15: Gain Insights with Floodlight Variables

In Search Ads 360, to analyze what happens after transactions occur on a site and find cross-sell opportunities, you can use the “Floodlight” tool. Floodlight is a conversion tracking and attribution tool provided by Google Marketing Platform, and it allows you to track and measure actions users take after clicking on your ads.

Here’s how you can leverage Floodlight for analyzing post-transaction activities and identifying cross-sell opportunities:

1. Set Up Floodlight in Google Marketing Platform:
   • Ensure that you have set up Floodlight activities in Google Marketing Platform. Floodlight tags should be implemented on your website to track conversions and user interactions.
2. Define Post-Transaction Conversions:
   • Within Floodlight, define specific conversion actions that represent post-transaction activities. For example, you might create a conversion action for users who view a thank-you page after making a purchase.
3. Access Floodlight Reporting in Search Ads 360:
   • In Search Ads 360, navigate to the “Floodlight” tab to access Floodlight reporting.
4. Analyze Post-Transaction Data:
   • Use Floodlight reports to analyze post-transaction data, including the number of conversions, revenue, and other relevant metrics. This information can provide insights into user behavior after completing a transaction.
5. Identify Cross-Sell Opportunities:
   • Review the post-transaction data to identify patterns and cross-sell opportunities. Look for products or services that are frequently purchased together or actions that indicate interest in additional offerings.
6. Inform Campaign Strategy:
   • Use the insights gained from Floodlight reporting to inform your upcoming campaigns. Determine the types of additional products or services that might be included in your campaigns to maximize cross-selling opportunities.

By leveraging Floodlight in Search Ads 360, you can gain a deeper understanding of user interactions post-transaction and make data-driven decisions to optimize your advertising strategy. Keep in mind that Floodlight configurations and features may evolve, so it’s advisable to refer to the latest documentation or contact Google Support for the most up-to-date information on using Floodlight in conjunction with Search Ads 360.