Search Ads 360 Certification Exam Answers - Google Marketing Platform

You have a new client who wants to know what Search Ads 360 does. How would you explain this marketing management tool?

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

Explanation: Search Ads 360 is a comprehensive marketing management tool that empowers advertisers to effectively oversee, automate, and enhance their search engine marketing campaigns. With its robust capabilities, it allows users to manage, automate, and optimize campaigns in real-time, ensuring agility and responsiveness to market dynamics. Unlike the limited scale mentioned in the other options, Search Ads 360 doesn’t impose such constraints, enabling advertisers to operate at scale efficiently. This tool facilitates budget management, purchase decisions, and automation, streamlining the complexities of search advertising. The emphasis on real-time optimization distinguishes Search Ads 360 as a dynamic and adaptive platform, catering to the evolving landscape of search engine marketing.

Within Search Ads 360, where should you look to decide how to allocate your quarterly budget across each product and across each one of your campaigns?

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

Explanation: To decide how to allocate your quarterly budget across each product and each campaign within Search Ads 360, you should look in the “Performance Center.” The Performance Center is a comprehensive and centralized hub within Search Ads 360 that provides detailed insights and performance data for your campaigns. It allows advertisers to analyze the performance of individual products and campaigns, facilitating informed decisions about budget allocation. Unlike options such as Experience Hub, Reports, or the Overview page, the Performance Center is specifically designed to offer a detailed and data-driven overview of campaign performance, making it the ideal location to assess and make decisions regarding budget distribution across products and campaigns in Search Ads 360.

Within Search Ads 360, what feature should you use to make sure campaign structure, targeting, and creatives are updated automatically to reflect any changes?

• You should use templates.
• You should use custom dimensions.
• You should use labels.
• You should use audience segments.

Explanation: To ensure that campaign structure, targeting, and creatives are automatically updated to reflect any changes within Search Ads 360, the recommended feature is “templates”. Templates provide a systematic and efficient way to standardize campaign elements, allowing for consistency and ease of management. By utilizing templates, advertisers can make global changes that are automatically applied across multiple campaigns, ensuring that updates in targeting, creatives, or overall structure are implemented uniformly. This feature streamlines the process of managing campaigns at scale, promoting efficiency and accuracy in campaign optimization. In contrast, custom dimensions, labels, and audience segments are valuable for organizing and analyzing data but do not inherently offer the same level of automated campaign updates as templates do in Search Ads 360.

While working with a national florist retailer, you learn that they set a target return on ad spend (tROAS) bid strategy in Search Ads 360 then noticed limited consistency plus minimal automation after evaluating the strategy’s outcome. Why might that be?

• Because they only started the evaluation after the fourth week.
• Because they only started the evaluation between one to two weeks.
• Because they reviewed their performance data after conversion delay cycles had already passed.
• Because they didn’t make any optimizations or adjustments after the bid strategy launch.

Explanation: If there’s no conversion delay in your customer’s Search Ads 360 campaign, the optimal timeframe to make optimizations to their just-launched bid strategy would be “during weeks two to three.” In a scenario without conversion delay, the initial weeks of the campaign provide sufficient data for advertisers to evaluate performance trends and make informed adjustments. Waiting until weeks two to three allows for the collection of substantial data while ensuring that optimizations are implemented early enough to enhance the bid strategy’s effectiveness. Unlike options suggesting week one or weeks four to eight, the recommended timeframe strikes a balance between gathering enough data for meaningful insights and initiating timely optimizations in the Search Ads 360 platform.

While meeting with your fitness apparel client, you learn they want to streamline their advertising efforts and run all their Search Ads 360 ads during morning commutes. How should you set that up in their account?

• You should use automated rules.
• You should use templates.
• You should use custom dimensions.
• You should use labels.

Explanation: To streamline the advertising efforts for the fitness apparel client and schedule Search Ads 360 ads specifically during morning commutes, the recommended approach is to “use automated rules.” Automated rules allow advertisers to set predefined conditions and actions, automating the process of adjusting bids, enabling or pausing ads, and making other modifications based on specified criteria. In this scenario, automated rules can be configured to activate the fitness apparel client’s ads during the desired morning commute hours, ensuring targeted visibility when their audience is most likely to engage. This automation not only optimizes campaign efficiency but also aligns the advertising strategy with the client’s specific goals and schedule preferences in the Search Ads 360 platform.

When setting up a bid strategy in Search Ads 360, your customer’s main business goal is to determine how long it takes a user to purchase a pair of socks after selecting an ad. What metric is important for them to follow?

• Conversion delay
• Target return on ad spend (tROAS)
• Target cost-per-acquisition (tCPA)
• Learning period

Explanation: When setting up a bid strategy in Search Ads 360 with the main business goal of understanding the time it takes for a user to purchase a pair of socks after clicking on an ad, the crucial metric to follow is “Conversion delay.” This metric measures the time elapsed between the ad interaction and the actual conversion, providing insights into the purchase journey duration. By monitoring the conversion delay, advertisers can tailor their bid strategy to account for the specific timeframe within which users typically make a purchase decision. Unlike Target return on ad spend (tROAS) or Target cost-per-acquisition (tCPA), which focus on financial goals, and the Learning period, which pertains to algorithm adjustment, Conversion delay directly aligns with the customer’s goal of understanding the time dynamics of user conversions in Search Ads 360.