Questions

A marketing strategist is interested in target ROAS bidding. How might their agency describe this bidding strategy?

 

• This bidding strategy uses historical and uploaded data to set the value of a conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these ads to maximize return.
• This bidding strategy determines that if a user’s search is likely to generate a conversion with low value, target ROAS will bid high on that search.
• This bidding strategy analyzes and intelligently predicts the value of a potential conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these searches to maximize return.
• This bidding strategy determines that if a user’s search is likely to generate a conversion with high value, target ROAS will bid low on that search.

or

• This bidding strategy uses historical and uploaded data to set the value of a conversion every time that a user searches for products or services that are being advertised. Then it automatically adjusts bids for these ads to maximise return.
• This bidding strategy analyses and intelligently predicts the value of a potential conversion every time that a user searches for products or services that are being advertised. Then it automatically adjusts bids for these searches to maximise return.
• This bidding strategy determines that if a user’s search is likely to generate a conversion with low value, target ROAS will bid high on that search.
• This bidding strategy determines that if a user’s search is likely to generate a conversion with high value, target ROAS will bid low on that search.

 

In terms of advertising, what’s attribution?

 

• Determining the cost of each asset used in a marketing campaign
• Determining how much cost each channel requires
• Determining how much credit to award a client for their referral
• Determining how much credit each step of a process should receive

 

Which of the following explains why the conversion date might be different between Google Ads and Google Analytics?

 

• Google Analytics can’t attribute conversions to a date for an impressioin, whereas Google Ads can.
• Google Analytics attributes conversions to the date of the impression that caused the conversion.
• Google Analytics attributes conversions to the day they happen, not to the date of the impression that caused the conversion.
• Google Ads attributes conversions to the day they happen, not to the date of the click that caused the conversion.

or

• Google Ads attributes conversions to the day that they happen, not to the date of the click that caused the conversion.
• Google Analytics can’t attribute conversions to a date for an impression, whereas Google Ads can.
• Google Analytics attributes conversions to the date of the impression that caused the conversion.
• Google Analytics attributes conversions to the day that they happen, not to the date of the impression that caused the conversion.

 

What’s a requirement for implementing site-wide tagging?

 

• Use just the image portion of the JavaScript.
• Turn off auto-tagging in all your Google Ads accounts that are enabled for site-wide tagging.
• Make sure that Google click identifier (GCLID) still works if using click trackers in the URL.
• Make sure that the tag still works by loading it within another tracking tag, like Floodlight.

 

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?

 

• The conversion would be attributed to each keyword equally, therefore each keyword would share equal credit (i.e. 25% each) for the conversion.
• The first keyword would be attributed with the conversion, therefore the first keyword would receive 100% of the credit for the conversion.
• The last keyword would be attributed with the conversion, therefore the last keyword would receive 100% of the credit for the conversion.
• The conversion would be attributed to each keyword proportionally, therefore each keyword would receive credit for how much it contributed to the conversion.

 

A marketing manager set up conversion tracking and wants to add a column for conversion value per cost. How is that calculated?

 

• It’s calculated by dividing the number in the conversions column by the total eligible interactions.
• It’s calculated by dividing the total cost by the number in the conversions column.
• It’s calculated by dividing the total conversion value by the total cost of all ad interactions.
• It’s calculated by dividing the total conversion value by the number in the conversions column.