Optimize performance in Search Ads 360 Assessment Answers - Academy for Ads

Optimize performance in Search Ads 360 Assessment Answers - Academy for Ads https://www.certificationanswers.com/en/optimize-performance-in-doubleclick-search-assessment-academy-for-ads/

The old name of this certification is Optimize performance in DoubleClick Search Assessment

The language of the answers are in English.

Some Questions:

Matt has run so many reports he’s having trouble figuring out what to pay attention to and what steps to take. What best practice could you give Matt?

Look at historical data — that always forecasts future performance

Review the health panel overview

Hire an analyst

Look for patterns across reports

Yazmin wants to target display ads to snowboarders and skiers who have clicked on Ultimate SnowShoes search ads. What’s one way she can do that in DoubleClick Search?

Programmatic remarketing

Remarketing lists for search ads (RLSA)

Display remarketing from search

Portfolio bidding

Alan wants to see conversion credit equally divided across every click, except for the click that occurred just prior to the user converting. Which attribution model would he use?

Time Decay

Last click

Assists

Position based

Mario has a tight budget for his campaign and wants to make sure his targeting is set up to get him the best ROI possible. What feature can Mario set up in DoubleClick Search to automatically detect high-performing geographic areas?

Adaptive geo-targeting

Portfolio geo-bidding

Health panel geo tab

Remarketing lists for search ads (RLSA)

Once budget plans are set in Budget Management, what is a best practice for allocating spend to meet DinoWorld Theme Park’s business needs?

Create duplicate DinoWorld keywords to run as a control group

Customize the spend allocations to provide more spend during popular events at DinoWorld Theme Park

Enable A/B testing of DinoWorld landing pages to manage spend during seasonal fluctuations

Remove 10 percent of spend from each DinoWorld budget group to account for seasonal fluctuations

Jane is making adjustments to her cost per action (CPA) target every day and is frustrated that DoubleClick Search seems to always be calibrating. Why does this keep happening to Jane?

DoubleClick has a calibration period following significant CPA changes.

DoubleClick detects there’s an insufficient conversion volume to determine optimum CPA.

The CPA is much higher than optimum CPA historically.

DoubleClick thinks there is insufficient budget for the ROI goal.

What is a benefit of portfolio bid strategies?

They find the best-performing geographic areas and adjust bids to reach the target.

They split conversion credit across all interactions to provide better insights.

They manage bids on keywords across the portfolio to reach the target.

They manage geo-targeting across the portfolio of campaigns to reach the target.

Surf-N-Board sells a lot of boards in-store and they want to make sure their offline data is taken into account for optimization efforts. What’s a best practice for working with offline data?

Upload offline conversion data only if conversions have occurred

Upload offline conversion data in its original formatting

Upload offline conversion data files in the order conversions occurred

Upload offline conversion data once a month

Sometimes campaign structure doesn’t match reporting needs. What can you use to create reports that reflect your lines of business, irrespective of the campaign structure?

Performance reports

Custom attribution modeling

Offline data

Business data

How does the position-based attribution model assign conversion credit?

Majority of credit is split across click interactions, with remaining credit given to any impressions

Majority of credit is split between the first and last interactions, with remaining credit given to other interactions

All credit goes to the last click

Majority of credit is given to the first interaction, with remaining credit given to other interactions

Bean Coffee is keeping their coffee shops open late near college campuses. They want students searching for a late-night study spot to see that a Bean Coffee location near them is still open. Which extensions should they use?

Sitelink and location

Location

Callout and sitelink

Callout and location

Which of the below is a benefit of DoubleClick Search Budget Management?

The ability to create weighted goals for the entire account

The ability to modify bid strategies based on conversion data

The ability to see aggregate budget performance across an entire account

The ability to see which geographic region has the highest ROI

Lucy wants to get an idea of how her bid strategy would perform with a 10 percent increase of weekly spend, without risking her budget. What feature in DoubleClick Search could help Lucy out?

Bid strategy health

Forecasting

Portfolio bidding

Attribution modeling

Ultimate SnowShoes wants to improve their conversion rate for the Winter Warehouse sale. What is a best practice for Ultimate SnowShoes while they’re testing ad copy?

Limit the number of versions they test

Test as many different versions of their ad copy as possible

Include both landing page and ad copy tests for efficiency

Keep the ad copy as generic as possible

Betsy wants to make sure there aren’t any glaring issues with one of her bid strategies. Where can she get a quick glimpse of the status in DoubleClick Search?

Run a budget report and check actual versus forecasted spend

Health panel overview

Budget Management tab

Pull a report and include cost per action (CPA), cost per click (CPC)

Knowing that DinoWorld park tickets tend to have a long conversion funnel, Johanna wants to give equal credit to every click that kept the user’s interest prior to purchasing tickets. Which model would she use to see credit assigned in this way?

Position based

Linear

Time Decay

Last click

SuperCoolKicks wants to see which landing page experience is best for users who have clicked the Cool Kicks sneaker ads. What best practice should they follow while they’re running this test?

Keep the landing pages as generic as possible

Test as many landing pages as possible to keep the testing period short

Keep the content on the landing pages unchanged

Test the landing pages in every one of their ads for consistency

James wants to see a full list of bid strategies and the health status of each. How can he do this?

View the Health panel overview

Add a filter for bid strategy health status on the bid strategy summary page

Pull a report and check for cost per action (CPA) across strategies

Budget Management tab

Suzanne has run all the reports she can think of, but she wants to make sure she’s not missing anything. What’s one method she can use to find parts of her campaign strategy that are under-credited?

Review the health panel overview and cross-reference performance reports

Use third-party targeting for promotions

Compare conversion data across three different attribution models

Add budget for landing page tests to increase conversions

Jerry wants DoubleClick to automatically adjust keyword bids based on the dollar value of Ultimate SnowShoes products that users have researched. What feature allows him to do this?

Adaptive geo-targeting

Remarketing lists for search ads (RLSA)

Portfolio bidding

Programmatic remarketing

Which attribution model uses Floodlight data from both converting and non-converting users?

Custom

Data-driven

Top Conversion Paths

Path Length

Jules got an alert that two campaigns are hitting the daily budget cap, limiting performance towards his ROI target. He believes that increasing the budget will drive more conversions, but he doesn’t have budget to spare. What’s one other option?

Pause one of the campaigns

Enable adaptive geo-targeting

Lower the cost per action

Create a new budget group

What is one benefit of using the sitelink extension?

Users will be directed to a more relevant landing page right away.

Sitelinks are a good way to test landing pages.

Dynamic landing pages can be used.

Bids can be adjusted based on the sitelink.

Debbie is excited to plan budgets directly in DoubleClick Search. What is a best practice to help her get started?

Organize campaigns with the same advertising focus into budget groups

Organize campaigns into budget groups based on geographic region

Organize campaigns into budget groups broken out by each week

Group all campaigns into a single budget group for better spend optimization

Bert wants to make sure his bid strategies aren’t optimizing for $3 sticker purchases instead of the $500 skis. How can he set this up in DoubleClick Search?

Create a new campaign with adaptive geo-targeting for cold regions

Increase daily budget for high-performing keywords

Create a display remarketing strategy using both sticker and ski customers

Create a bid strategy with custom Floodlight variable data as a weighted goal

Bob wants to see the trade-off between cost and conversion volume by experimenting with different adjustments to his cost per action (CPA), without risking budget to do so. What feature in DoubleClick Search could help Bob experiment?

Portfolio bidding

Attribution modeling

Forecasting

Bid strategy health

Lucy wants to get an idea of how her bid strategy would perform with a 10 percent increase of weekly spend, without risking her budget. What feature in DoubleClick Search could help Lucy out?

Portfolio bidding

Forecasting

Bid strategy health

Attribution modeling

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