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Google Ads Measurement Certification Exam Answers

Google Ads Measurement Certification Exam Answers

 

Exam URL: https://skillshop.docebosaas.com/learn/courses/14147/google-ads-measurement-certification

 

Questions:

  1. Which of the following describes the criteria for shop visits conversion tracking?
  2. What do marketing mix models show advertisers?
  3. What report can help show the duration between a user's first exposure and their subsequent conversion?
  4. What platform uses event-based data instead of session-based data?
  5. Which of the following is an estimate of how well your Google Ads account is set to perform?
  6. Which of the following can be used to describe enhanced conversions for leads?
  7. How can the power of Google's AI help advertisers?
  8. What does Google Analytics 4 refer to as interactions on a website or app?
  9. How can an advertiser set up enhanced conversions for web?
  10. What are the two types of optimisation? Choose two.
  11. How does the Maximise conversions bidding strategy work?
  12. What's an example of a campaign that fell short of its target goal?
  13. A business owner is getting a good amount of traffic from their ads but not enough conversions. What action can they take to improve their conversion rate?
  14. What does it mean when ad campaigns are optimised by Google's AI?
  15. What are two capabilities of Google Tag Manager? Choose two.
  16. How does the enhanced cost-per-click (ECPC) bidding strategy work?
  17. Which of the following is the first step in setting up conversion tracking?
  18. In setting up the value of an online conversion action, what should you do?
  19. In what two ways can the Recommendations page in your Google Ads account help with campaign performance? Choose two.
  20. Which of the following describes the number of times that a unique user will see an ad over a given time period?
  21. How are incrementality experiments different from A/B experiments?
  22. How does data-driven attribution work?
  23. How would a digital marketing consultant describe the Google tag to a new advertiser?
  24. What metric tells you how often, on average, an ad click or other ad interaction leads to a conversion?
  25. A potential customer is looking to buy a new car. What activity suggests that they're in the awareness stage?
  26. A marketing manager is closely monitoring their data to see how effectively their ads are driving online sales and generating leads through sign-ups. When the marketing manager compares Google Ads data with their offline data, they see a difference in the number of sign-ups in Google Ads vs their offline data source. Assuming everything is working as intended and the issue lies with when a conversion was counted, what's likely causing this data discrepancy?
  27. A marketing manager is viewing the campaign report in their Google Ads account after successfully implementing conversion tracking tags for their website. They see that at least two of their ads generated over 100 view-through conversions. Which of the following actions can be considered a view-through conversion?
  28. You've been hired as a consultant to help an online shop owner. You need to complete the implementation of conversion tracking tags into their website. How can Tag Assistant help you with this task?
  29. A business owner wants to use Google Ads to advertise their website. They're considering using one of the available Smart Bidding strategies that Google offers. Which of the following is a Smart Bidding strategy?
  30. A marketing manager set up conversion tracking and wants to add a column for conversion value per cost. How is that calculated?
  31. You own a restaurant called Ristorante Abigaille in Florence, Italy. A customer finds your site by clicking on your ads after performing each of these searches: 'restaurant tuscany', 'restaurant florence', '3-star restaurant florence' and '3-star restaurant abigaille florence'. The customer makes a reservation after clicking on your ad that appeared with '3 star restaurant abigaille florence'. Using the data-driven attribution model, what keyword would receive credit for the conversion?
  32. What's a requirement for implementing site-wide tagging?
  33. Which of the following explains why the conversion date might be different between Google Ads and Google Analytics?
  34. In terms of advertising, what's attribution?
  35. A marketing strategist is interested in target ROAS bidding. How might their agency describe this bidding strategy?
  36. Why might an advertiser use enhanced conversions for leads?
  37. If an advertiser uses Google's phone call conversion tracking feature, how are the calls tracked to their account?
  38. A marketer wants to track product newsletter sign-ups on their website. What type of conversion action would this be?
  39. Apart from conversion delay, what three additional factors influence conversion volume? Choose three.
  40. A marketing strategist is interested in enhanced conversions for web. What description could their agency provide to explain this feature?
  41. A marketer added a conversion tracking tag to a landing page on their company's website. When analysing purchasing data, they found duplicate conversions. How can the marketer remove duplicate conversions from their conversion count?
  42. What's a benefit of importing Google Analytics conversions to Google Ads?
  43. A marketing analyst is analysing the conversion data of their Search Ads campaign in Google Ads. They want to see how changes to their attribution model might impact conversion reporting. What report will provide them with that information?
  44. How should marketers evaluate their campaigns?
  45. How does experimentation contribute to a best-in-class measurement approach?
  46. What's the definition of a tag, as it pertains to digital advertising?
  47. What keyword match type gives Smart Bidding the most data and flexibility to compete in the right auctions?
  48. How are view-through conversions counted?
  49. Besides attribution, what's another method used to analyse the return on investment (ROI) for media?
  50. What's the practice that you'd want to use for turning marketing insights into action?

 

 

A marketing manager is closely monitoring their data to see how effectively their ads are driving online sales and generating leads through sign-ups. When the marketing manager compares Google Ads data with their offline data, they see a difference in the number of sign-ups in Google Ads vs their offline data source. Assuming everything is working as intended and the issue lies with when a conversion was counted, what’s likely causing this data discrepancy?

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A marketing manager is closely monitoring their data to see how effectively their ads are driving online sales and generating leads through sign-ups. When the marketing manager compares Google Ads data with their offline data, they see a difference in the number of sign-ups in Google Ads vs their offline data source. Assuming everything is working as intended and the issue lies with when a conversion was counted, what’s likely causing this data discrepancy?

 

  • Google Ads reports clicks against the date/time of the event that led to the conversion. Depending on the other data source, it might use the click of the conversion itself.
  • Google Ads reports views against the device type of the view that didn’t lead to a conversion. Depending on the other data source, it might use the date/time of the conversion itself.
  • Google Ads reports conversions against a unique ID of the event that led to the click. Depending on the other data source, it might use the click of the conversion itself.
  • Google Ads reports conversions against the date/time of the click that led to the conversion. Depending on the other data source, it might use the date/time of the conversion itself.

 

How would a digital marketing consultant describe the Google tag to a new advertiser?

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How would a digital marketing consultant describe the Google tag to a new advertiser?

 

  • It’s a tag snippet for Google Shopping that’s needed for tracking.
  • It’s a JavaScript framework, also known as gtag.js.
  • It will replace Tag Manager, which has less accurate data.
  • It’s used to deploy and modify both Google and third-party tags.

 

How does data-driven attribution work?

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How does data-driven attribution work?

 

  • It uses country- or region-specific data to credit several consistent ad touchpoints across the Search network, specifically.
  • It leverages an account’s historical data to credit the most impactful ad touchpoints across Search, YouTube, and Display.
  • It credits on an arbitrary basis and may impact optimizations, particularly when leveraging automated bidding data.
  • It prioritizes specific touchpoints and applies static logic to assign a constant value to a touchpoint along a conversion path.

or

  • It prioritises specific touch points and applies static logic to assign a constant value to a touch point along a conversion path.
  • It credits on an arbitrary basis and may impact optimisations, particularly when leveraging automated bidding data.
  • It uses country- or region-specific data to credit several consistent ad touch points across the Search network, specifically.
  • It leverages an account’s historical data to credit the most impactful ad touch points across Search, YouTube and Display.

 

How are incrementality experiments different from A/B experiments?

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How are incrementality experiments different from A/B experiments?

 

  • They typically require a smaller sample size and less sophisticated statistical analysis.
  • They both require a holdback group to determine which version of an ad performs better.
  • They measure the relative effectiveness of different versions of a marketing campaign.
  • They determine the impact of ads on a consumer’s decision to convert or not.