Search Ads 360 Certification Exam Answers - Google Marketing Platform

Search Ads 360 suddenly starts defaulting to a previously generated basic linear attribution model to track conversions instead of using the data-driven attribution model you set up last week. Why might that be happening?

• Because there are too many keywords included in the bid strategy.
• Because the number of clicks and conversions falls below the data requirements.
• Because the model was created during the bid strategies learning period.
• Because historical data is transferring to the new model created.

Explanation:

If Search Ads 360 is defaulting to a previously generated basic linear attribution model instead of using the data-driven attribution model you set up, there are several potential reasons for this behavior. Here are some common explanations:

1. Insufficient Data for Data-Driven Attribution:
   • Data-driven attribution models in Search Ads 360 require a minimum amount of historical conversion data to generate accurate insights. If your account doesn’t have enough historical data, or if the data doesn’t meet Google’s requirements for data-driven attribution, the system may default to a basic linear model.
2. Modeling Delay:
   • It can take some time for the data-driven attribution model to be generated and applied. If the model hasn’t finished processing or if there is a delay in the update, the system may temporarily default to a basic linear model.
3. Changes in Conversion Settings:
   • Check if there have been any recent changes in the conversion settings or configurations. If there were adjustments made to conversion settings, it might affect the attribution model being used.
4. Errors in Model Generation:
   • Errors during the generation of the data-driven attribution model could lead to the defaulting behavior. Check for any error messages or notifications related to the attribution model setup.
5. Adoption of New Features or Changes:
   • Google Ads and Search Ads 360 are constantly evolving platforms, and new features or changes may impact how attribution models are applied. Check for any recent updates or announcements that might be relevant.

To address this issue, consider taking the following steps:

• Review Data-Driven Model Status:
  • Go to the “Attribution” section in Search Ads 360 and check the status of the data-driven attribution model. Ensure that the model has been successfully generated and is active.
• Verify Conversion Settings:
  • Double-check your conversion settings to make sure they align with your intended attribution model. Ensure that the conversion actions are set up correctly.
• Check Data Availability:
  • If the account lacks sufficient historical data for data-driven attribution, you may need to accumulate more conversion data over time to enable the system to generate an accurate model.
• Contact Google Support:
  • If the issue persists, and you’ve ruled out potential configuration errors, consider reaching out to Google Support for assistance. They can provide insights into any platform-wide changes or address specific account issues.

Keep in mind that platform behaviors and features may change over time, so it’s advisable to consult the latest documentation or seek assistance from Google Support for the most accurate and up-to-date guidance.

To manage all customer accounts within the main account when using Search Ads 360, what account would you set up first?

• The advertiser account
• The client account
• The submanager account
• The manager account

Explanation:

The Manager account in Search Ads 360 is akin to a command center for agencies or networks handling multiple clients. It encompasses sub-manager accounts, which simplifies the process of monitoring and controlling various client accounts in one centralized view.

With access to a Manager account in Search Ads 360, users gain the ability to manage all client accounts encompassed by that Manager account. Moreover, they can create and implement labels, custom columns, automated rules, and other management tools, which can be uniformly applied across all client accounts. This centralized management not only enhances efficiency but also ensures consistency in strategies and reporting across the client network. This is particularly valuable for agencies that require a macro view of performance metrics and want to streamline campaign management across their entire client base.

Chapter 7: Harness Cross-Account Campaign Management

You’re working with your customer to determine how to allocate their quarterly budget across each product and across each of their Search Ads 360 campaigns. Where, within Search Ads 360, should you go to help them with this task?

• Experience Hub
• Reports
• Overview Page
• Performance Center

Explanation:

To help your customer allocate their quarterly budget across each product and each of their Search Ads 360 campaigns, you should utilize the “Budgets” feature within Search Ads 360. This feature allows advertisers to set, manage, and adjust budgets for their campaigns and portfolios. Here’s how you can access the Budgets feature:

1. Log in to your Search Ads 360 account.
2. Navigate to the Budgets Tab:
   • In the left navigation panel, click on the “Budgets” tab.
3. View Campaign Budgets:
   • Within the Budgets tab, you will see a list of your campaigns and their respective budgets. You can review existing budgets and make adjustments as needed.
4. Set Budgets at the Campaign Level:
   • Click on a specific campaign to access its details.
   • Within the campaign details, you can set or adjust the budget specific to that campaign.
5. Use Shared Budgets for Portfolio Allocation:
   • If your customer has multiple campaigns that share a common goal or theme, you may consider using shared budgets. Shared budgets allow you to allocate a single budget across multiple campaigns, making it easier to manage and distribute funds strategically.
6. Allocate Budgets by Product or Theme:
   • Analyze the performance of each product or theme and allocate budgets accordingly. Consider the goals and priorities for each product or campaign when determining the budget allocation.
7. Adjustments Based on Forecasting:
   • You can also use forecasting tools within Search Ads 360 to estimate the potential impact of different budget allocations. This can help in making more informed decisions.
8. Monitor and Optimize:
   • Regularly monitor the performance of campaigns and adjust budgets based on actual results. Optimization may be needed to ensure that budget allocations align with business objectives.

By utilizing the Budgets feature in Search Ads 360, you can help your customer effectively allocate their quarterly budget across each product and campaign. This ensures that advertising funds are distributed in a way that maximizes performance and aligns with the overall marketing strategy. Keep in mind that features and interfaces may evolve, so it’s advisable to refer to the latest documentation or contact Google Support for the most up-to-date guidance on budget management in Search Ads 360.

For clients, what’s one benefit of using Google Analytics 4 (GA4) to pass data back to Search ADs 360?

• It tracks performance.
• It automates workflows.
• It applies budget bid strategies.
• It optimizes keyword creations.

Explanation:

The integration of GA4 with Search Ads 360 streamlines and automates various aspects of campaign management. Clients can utilize the data from GA4, along with custom conversion columns and automated rules, to significantly reduce manual tasks in their workflow. By linking Google Analytics with Search Ads 360, clients gain the ability to report on GA4 data directly within Search Ads 360. This integration simplifies the workflow, making it more efficient and effective in managing and optimizing digital marketing campaigns.

Chapter 16: Use Search Ads 360 and Google Analytics 4

One benefit for clients using Google Analytics 4 (GA4) to pass data back to Search Ads 360 (SA360) is enhanced integration and improved insights. GA4 provides a more comprehensive and flexible measurement approach compared to its predecessor, Universal Analytics.

With GA4 integration, clients can benefit from a more unified and holistic view of user interactions across different platforms and channels. This allows for a better understanding of user behavior throughout the entire customer journey, from initial interaction to conversion. The improved data visibility enables more accurate attribution modeling and analysis of how different touchpoints contribute to conversions.

Furthermore, GA4 introduces event-based tracking and a more user-centric approach to data collection, allowing for more customized and detailed reporting. This granular data can be passed back to SA360, enabling advertisers to make more informed decisions regarding their search campaigns. This enhanced data sharing and analysis can lead to better optimization of ad spend, targeting, and overall campaign performance.

In summary, the use of GA4 for passing data back to SA360 provides clients with a more sophisticated and integrated analytics solution, offering deeper insights and more effective optimization possibilities for their search advertising campaigns.

If your customer’s business objective is to maximize conversions at a specific target spend, what should their Search Ads 360 bidding strategy be?

• Budget bid strategies for conversions
• Target return on ad spend (tROAS)
• Budget bid strategies for clicks
• Target cost-per-acquisition (tCPA)

Explanation:

If your customer’s business objective is to maximize conversions at a specific target spend, an appropriate bidding strategy in Search Ads 360 would be to use the “Maximize Conversions” bidding strategy. The Maximize Conversions bidding strategy is designed to automatically set bids to help you get the most conversions within your specified target spend.

Here’s how you can set up the Maximize Conversions bidding strategy in Search Ads 360:

1. Log in to your Search Ads 360 account.
2. Navigate to the Campaign or Ad Group:
   • In the left navigation panel, click on the “Campaigns” or “Ad groups” tab.
   • Select the specific campaign or ad group for which you want to set the bidding strategy.
3. Access the Bid Strategy Tab:
   • Within the selected campaign or ad group, click on the “Bid strategies” tab.
4. Create a New Bid Strategy:
   • Click on the “+ New Bid Strategy” button.
5. Choose “Maximize Conversions”:
   • Select the “Maximize Conversions” option from the list of available bidding strategies.
6. Configure Settings:
   • Set your target spend for the specific time period. This is the amount you’re willing to spend to achieve the maximum number of conversions.
   • Adjust any additional settings based on your campaign objectives and preferences.
7. Save and Apply:
   • Save your bid strategy settings and apply the Maximize Conversions bidding strategy to your campaign or ad group.

The Maximize Conversions bidding strategy uses machine learning to automatically adjust bids in real-time to help you achieve the maximum number of conversions within your specified budget. It considers various factors, such as historical performance, auction-time signals, and user behavior, to optimize bidding decisions.

Keep in mind that while this strategy aims to maximize conversions, it does not guarantee a specific target cost per conversion. If your customer has a specific target cost per conversion in mind, they may consider using the “Target CPA (Cost Per Acquisition)” bidding strategy instead. This strategy allows advertisers to set a target cost per conversion, and the system adjusts bids to achieve that target while maximizing the number of conversions.

If you want to find forecasting in Search Ads 360 to assess incremental opportunities for a target return on ad spend (tROAS) strategy, where would you look?

• In Performance Center
• In the Campaign tab
• In Tools & Settings
• In the bid strategy report

Explanation:

In Search Ads 360, the bid strategy report is crucial for evaluating and forecasting a tROAS strategy. This report enables you to analyze performance at the Bid Strategy Portfolio level. It’s important to factor in conversion delay and evaluate over 2-3 conversion delay cycles for a comprehensive understanding. Additionally, insights from the Top Signals Report, particularly for Google Ads auction-time bidding strategies like tCPA and tROAS, are valuable for informing your broader marketing strategy. Lastly, the bid strategy simulator is a useful tool for understanding potential performance changes, offering estimates following adjustments to Target CPA/ROAS.

Chapter 10: Measure Bid Performance in Search Ads 360

To find forecasting in Search Ads 360 and assess incremental opportunities for a target return on ad spend (tROAS) strategy, you would typically use the “Bid Strategy Opportunities” feature. This feature provides insights and recommendations to help you optimize your bidding strategy based on your performance goals. Here’s how you can access bid strategy opportunities:

1. Log in to your Search Ads 360 account.
2. Navigate to the Bid Strategy Opportunities section:
   • In the left navigation panel, click on the “Campaigns” tab.
   • Click on the name of the campaign for which you want to assess opportunities.
   • Within the campaign details, click on the “Bid strategies” tab.
3. View Bid Strategy Opportunities:
   • Within the “Bid strategies” tab, you should see a list of your bid strategies. Find the tROAS bid strategy you are interested in.
   • Click on the name of the tROAS bid strategy to access its details.
   • Look for a section or tab related to “Opportunities” or “Bid Strategy Opportunities.”
4. Analyze Forecasting Data:
   • The Bid Strategy Opportunities section typically provides forecasting data and recommendations based on historical performance and potential improvements.
   • Review the forecasting data to assess incremental opportunities, understand potential changes in bids, and evaluate the impact on your target return on ad spend.
5. Implement Recommendations:
   • If there are specific recommendations or opportunities highlighted, you may have the option to implement them directly within the Bid Strategy Opportunities section.

It’s important to note that the user interface and features within Search Ads 360 may evolve over time, and new features may be introduced. Therefore, for the most up-to-date and accurate information, it’s recommended to check the latest documentation, interface guides, or contact Google Support directly to explore forecasting and bid strategy opportunities within Search Ads 360.