vmartinez

What is the value of running a true A/B test with campaign experiments?

 

• A/B tests can help marketers understand if their trial campaign drove user action that wouldn’t have occurred otherwise.
• In an A/B test, trial campaigns run at the same time as the original campaign, controlling for external factors (e.g. seasonality) that may otherwise bias results.
• An A/B test runs one campaign at a time, allowing a true ramp-down period between each testing timeframe to declutter results.
• An A/B test is designed to test multiple variables at one time, allowing advertisers to learn and quickly adjust their campaigns based on findings.

 

What’s a common budget strategy in traditional marketing organisations?

 

• Quarterly budgets that do not need approval to increase
• Fixed annual budgets that do not change even if demand fluctuates throughout the year
• Fully flexible budgets based on stock price performance
• No set budget for a time period or initiative

 

Which marketing behaviour can benefit from AI? (Choose three)

 

• Product-level testing and rotation
• Reviewing marketing best practice checklists
• Creative-level testing and rotation
• Keeping bids consistent during seasonal events
• Adjusting bids during seasonal events

 

A digital marketing manager has upgraded their keywords to broad match. Which behaviour should they build into their regular cadence of optimisation to guide machine learning?

 

• Create additional phrase and exact match keywords to improve reach.
• Add Customer Match lists with data older than 90 days.
• Remove negative keywords that may block relevant traffic.
• Dismiss recommendations to add relevant new keywords.

 

What kinds of factors contribute to an optimisation score recommendation being surfaced in an account?

 

• When advertisers need to expand their business objectives, recommendations are surfaced.
• The results of algorithms that identify the changes that would lead to the largest increase in campaign spend, irrespective of performance impact
• Insights gained from machine learning and simulations that identify potential performance uplift based on a marketer’s business objective
• Every type of recommendation is surfaced for every individual and manager account.

 

Which of the following tools can help marketers maximise the performance of a value-based bidding strategy?

 

• Diagnostic insights
• Keyword Planner
• Ad strength rating
• Target simulators