Search Ads 360 Certification Exam Answers - Google Marketing Platform

If you have a set budget to spend on a campaign and you still hope to gain a good return on investment (ROI), what should you set up in Search Ads 360’s Performance Center to reach that goal?

• You should set up conversion cart data.
• You should set up budget bid strategy.
• You should set up data-driven attribution.
• You should set up Google Ads auction-time bidding.

Explanation:

In Search Ads 360, if you have a set budget for a campaign and aim to achieve a good return on investment (ROI), you should set up a bidding strategy that aligns with your performance goals. The Performance Center in Search Ads 360 offers various bidding strategies designed to optimize your campaign’s performance based on specific objectives. One effective bidding strategy for achieving a good ROI within a fixed budget is the “Target ROAS” (Return on Ad Spend) bidding strategy.

Here’s how you can set up a “Target ROAS” bidding strategy in the Performance Center:

1. Navigate to the Performance Center:
   • Log in to your Search Ads 360 account.
   • Go to the “Campaigns” or “Bid Strategies” tab and select the “Performance Center.”
2. Create a New Bid Strategy:
   • Within the Performance Center, click on the “+ New Bid Strategy” button.
3. Select “Target ROAS” Bidding Strategy:
   • Choose the “Target ROAS” bidding strategy from the available options.
4. Configure Target ROAS Settings:
   • Set your desired target ROAS value. This is the ratio of revenue generated to the cost of advertising spend. For example, if you aim for a 400% ROAS, you would set the target ROAS value to 4.0.
5. Choose Conversion Goals:
   • Select the conversion goals that align with your campaign objectives. This could include specific actions such as online purchases, lead form submissions, or other valuable conversions.
6. Set Budget Constraints:
   • Define your campaign budget to ensure that the bidding strategy operates within the allocated budget. This helps control spending while optimizing for the desired ROAS.
7. Apply the Bidding Strategy:
   • Once you have configured the settings, apply the “Target ROAS” bidding strategy to the relevant campaigns or ad groups.

The “Target ROAS” bidding strategy leverages machine learning algorithms to adjust bids in real-time, optimizing for the specified ROAS goal. This allows you to maximize the return on your advertising investment within the defined budget constraints.

Remember to regularly monitor the performance of your campaign, analyze the achieved ROAS, and make adjustments as needed to optimize for the best results. Additionally, stay informed about changes in the advertising landscape and adjust your bidding strategy accordingly.

While meeting with your client who makes toys sold around the world, you learn they set up custom columns in Search Ads 360 to review their previous month’s performance. But when going back to consider their specific bid strategy performance, they got an error. What’s one reason that might be happening?

One possible reason for encountering an error when trying to review specific bid strategy performance in custom columns within Search Ads 360 could be related to the bid strategy being inactive or not having accumulated sufficient data during the specified time frame.

Here are some potential reasons and solutions:

1. Bid Strategy Inactivity:
   • If the bid strategy was inactive during the specified previous month or didn’t accumulate data, it might result in errors when attempting to retrieve performance metrics. Check the bid strategy’s status to ensure it was active during the relevant time period.
2. Insufficient Data:
   • Bid strategies require sufficient data to provide meaningful insights. If the bid strategy didn’t have enough data (clicks, impressions, conversions) during the specified time frame, it might lead to errors. Consider extending the date range or reviewing the bid strategy’s performance over a longer duration.
3. Incorrect Metric Selection:
   • Verify that the custom columns are configured with relevant and valid metrics for bid strategy performance. If the selected metrics are not compatible or are not available for the bid strategy level, it could result in errors.
4. Bid Strategy Name or ID Mismatch:
   • Double-check that the bid strategy name or ID used in the custom columns matches the exact name or ID of the bid strategy set up for the toys campaign. A mismatch could lead to errors in retrieving data.
5. Custom Column Configuration Errors:
   • Review the configuration of the custom columns to ensure there are no typos, syntax errors, or issues with the formula used for bid strategy performance metrics. Incorrect configurations can lead to errors in data retrieval.
6. Data Processing Delay:
   • Occasionally, there might be a delay in data processing or reporting updates within Search Ads 360. If the bid strategy performance data is still being processed, it could result in temporary errors.

If the issue persists, it’s advisable for your client to review the bid strategy settings, check for any data anomalies, and ensure that the bid strategy was active and had sufficient data during the specified time frame. Additionally, contacting Google Support or referring to the Search Ads 360 documentation for specific error messages can provide further assistance in troubleshooting and resolving the issue.

Within Search Ads 360, what tool allows you to share insights across multiple teams or users?

• Google Analytics 4
• Report Editor
• Performance Center
• Looker Studio

Explanation:

In Search Ads 360, the tool that allows you to share insights across multiple teams or users is the “Report Editor.” The Report Editor is a feature within Search Ads 360 that enables advertisers to create customized reports and dashboards, allowing them to share performance insights with various stakeholders.

Key features of the Report Editor include:

1. Custom Reports:
   • Build customized reports tailored to your specific needs. Choose the metrics, dimensions, and filters to create a report that provides the insights relevant to your team or stakeholders.
2. Data Visualization:
   • Use data visualization tools within the Report Editor to create charts, graphs, and tables that make it easy to interpret and communicate key performance metrics.
3. Scheduled Reports:
   • Set up scheduled reports to automatically generate and deliver reports at specified intervals. This feature ensures that teams receive timely updates on campaign performance without manual intervention.
4. Collaboration:
   • Share reports and dashboards with other users or teams within your organization. This promotes collaboration and allows

What should you set up within the Floodlight column of Search Ads 360 to find more information about conversions?

• You should set up budget bid strategies.
• You should set up custom variables.
• You should set up custom metrics.
• You should set up conversion cart data.

Explanation:

In Search Ads 360, to find more information about conversions within the Floodlight column, you can set up and explore various elements related to Floodlight, which is Google’s conversion tracking system. Here are key components and configurations within the Floodlight column that you may want to set up for obtaining more information about conversions:

1. Floodlight Activities:
   • Define and set up Floodlight activities to track specific conversion actions on your website. Examples of Floodlight activities include completed purchases, form submissions, or other desired user interactions.
2. Conversion Tags:
   • Implement conversion tags on relevant pages of your website to capture data when users complete specific actions. Each Floodlight activity has its associated conversion tag that needs to be correctly placed on the corresponding pages.
3. Attribution Models:
   • Choose and configure the appropriate attribution model for your Floodlight activities. Attribution models determine how conversions are attributed to different touchpoints in a user’s journey. Common attribution models include Last Click, First Click, Linear, Time Decay, and Position-Based.
4. View-Through Conversions:
   • Enable view-through conversions tracking if applicable. View-through conversions attribute conversions to display ad impressions that users saw but did not click on before converting.
5. Cross-Device Conversions:
   • Set up cross-device conversions tracking to understand how conversions occur across multiple devices. This provides insights into users who interact with ads on one device and convert on another.
6. Custom Floodlight Variables:
   • Use custom Floodlight variables to capture additional data or information about conversions. Custom Floodlight variables can be used to pass dynamic values such as order IDs, product SKUs, or other relevant details.
7. Conversion Counting:
   • Configure the conversion counting settings to determine how conversions are counted. Options include “Every,” “One,” or “Unique” conversions, depending on whether you want to count all instances, only one conversion per user, or unique conversions.
8. Conversion Windows:
   • Set up conversion windows to specify the time period during which a conversion is attributed to a click. This helps define the timeframe for tracking conversions related to specific interactions.

To access and set up these configurations within the Floodlight column in Search Ads 360, follow these general steps:

1. Navigate to the “Floodlight” section in Search Ads 360.
2. Select the specific Floodlight activity you want to configure.
3. Explore the options and settings within the activity for customizations related to conversion tracking.

By carefully configuring Floodlight activities and associated settings, you can gather more detailed information about conversions, analyze user behavior, and make informed decisions to optimize your advertising campaigns. Keep in mind that the specific steps and features may evolve, so it’s advisable to refer to the latest Search Ads 360 documentation for the most up-to-date information.

Between Search Ads 360 and Google Analytics 4, which of the following metrics differ but are still complimentary?

• Return on investment (ROI)
• Engagements
• Return on ad spend (ROAS)
• Conversions

Explanation:

The difference in conversion metrics between Search Ads 360 and Google Analytics 4 arises due to several factors. These include the types of ads supported, the manner in which unattributed conversions are counted, and the methods used for attributing conversions to specific days.

When Google Analytics is linked with Google Ads or Microsoft Advertising, the data received from these platforms into Google Analytics might slightly differ from what Search Ads 360 reports for the same campaigns. This is because Search Ads 360 focuses on data related to Search Ads 360 visits, whereas Google Analytics bases its data on clicks from Google Ads or Microsoft Advertising.

Additionally, Search Ads 360 and Google Analytics employ different systems for counting and attributing conversions. Notably, Search Ads 360 only shows Google Analytics data from the day it is linked with Google Analytics. Therefore, if your Google Analytics report starts before this linkage, the data will not align.

Another key point is that Search Ads 360 scales conversion metrics when direct measurement isn’t possible, a process not replicated in Google Analytics. These variations, while present, complement each other in providing a broader understanding of campaign performance across different platforms.

Read more here: https://support.google.com/searchads/answer/2791195

Chapter 16: Use Search Ads 360 and Google Analytics 4

Your luxury retail client wants to plan, budget, manage spend, and understand their campaign’s success while using Search Ads 360. What tool should they use to achieve those goals?

• They should use the Overview page.
• They should use App Switcher.
• They should use Tools & Settings.
• They should use Performance Center.

Explanation:

The Performance Center in Search Ads 360 is an ideal tool for luxury retail clients aiming to effectively manage and monitor their advertising efforts. It’s built to help users seamlessly manage their spending, monitor the pacing of their campaigns, optimize budgets, and gain a clear understanding of campaign success across different search engines. This comprehensive tool enables your client to align their advertising strategies with business goals, ensuring that every aspect of their campaign – from budget allocation to performance analysis – is handled efficiently and effectively.

Chapter 5: Explore Search Ads 360 Performance Center

Read more here: https://support.google.com/sa360/answer/10058344