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:

**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:

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.

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:

For a busy florist who frequently changes keywords to reflect weekly sales, in conjunction with their data-driven attribution model in Search Ads 360, the ideal solution to ensure campaigns are consistently updated is to leverage **automated channel groupings**. By employing automated channel groupings, the florist can automate the process of categorizing and grouping keywords based on predefined rules or parameters. This ensures that the changes in keywords align with the overall campaign objectives and attribution model. Automated channel groupings streamline the workflow, providing efficiency in managing and updating campaigns, particularly in dynamic environments where keyword adjustments are frequent. This approach not only saves time for the florist but also helps maintain the accuracy and relevance of their campaigns within the Search Ads 360 platform.

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:

Within Search Ads 360, the tool that can provide insights into what happens after transactions occur on a site, helping to identify cross-sell opportunities and determine additional products for upcoming campaigns, is Conversion Cart Data. By leveraging Conversion Cart Data, advertisers gain visibility into the specific products that users purchase or interact with after clicking on an ad. This information is crucial for understanding user behavior post-click and tailoring future campaigns to maximize cross-selling potential. The Conversion Cart Data tool allows advertisers to track and analyze the performance of different products in the conversion path. This data is instrumental in making informed decisions about product recommendations, optimizing ad creatives, and enhancing the overall effectiveness of advertising strategies within the Search Ads 360 platform.

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