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What efforts should digital leaders prioritise in order to support Google’s AI?

 

• Build capabilities in key areas such as high quality data and a skilled workforce.
• Coach teams to avoid experimentation in order to eliminate risk and keep performance stable year-over-year.
• Build highly specified silos within their organisation to allow for specialisation and multiple budget owners.
• Create firm budget processes to solidify digital marketing as an organisation’s cost centre.

 

What are two ways that the Insights page can help a marketer simplify performance evaluation workflows? (Choose two)

 

• Share competitor ad performance data to help marketers adapt and grow their business.
• Automatically pause campaigns that have low ad strength or limited budget.
• Identify drivers of a campaign’s week-on-week and month-on-month performance.
• Provide explanations to understand performance fluctuations in campaigns.

 

A digital marketing manager is transitioning their campaigns to a value-based bidding strategy. They want to drive more value from their campaigns, but need to operate within a fixed budget. Which Smart Bidding strategy is the right fit for this organisation?

 

• Target ROAS
• Maximise clicks
• Maximise conversion value
• Maximise conversions

 

What’s a best practice to follow when creating a Performance Max campaign?

 

• Avoid linking a Google My Business or Google Merchant Center feed
• Use the maximum number of text, image, and video assets possible
• Limit the number of ad extensions within an asset group
• Establish conversion tracking after a campaign has been running for two weeks

or

• Establish conversion tracking after a campaign has been running for two weeks
• Limit the number of ad extensions within an asset group
• Avoid linking a Google My Business or Google Merchant Center feed
• Use the maximum number of text, image and video assets possible

 

How does a test-and-learn mindset allow marketers to find success with Google’s AI?

 

• Fuels competition across the organization.
• Helps teams test multiple business objectives at the same time.
• Encourages teams to break down silos and quickly identify solutions.
• Allows leaders to identify low performers more quickly.

 

Which of the following is considered a best practice when using Performance Planner?

 

• When creating plans during seasonal periods, create month-by-month plans in the tool and regularly view the updated forecasts.
• Check in on forecasts on an annual basis, as data can be skewed when it’s close to an industry’s peak seasonal period.
• Use Performance Planner most during non-seasonal periods, as data may be less accurate in times of change.
• For maximum impact, create an annual forecast at the start of the fiscal year to determine budgets.