Google Smart Performance Certification Questions + Answers

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With UAC, we recommend setting a CPA bid using the average CLV of a customer who completes the ‘Success Action’
True

Why should an advertiser consider automated bidding? Select all that apply. Select All Correct Responses
The search auction is dynamic and finding the right bid is challenging
Many signals influence user behavior and intent
Keyword bids directly impact performance


Why is Target CPA the recommended choice for a remarketing bidding solution?
It can save an advertiser time and potentially drive 20% more conversions at the same or lower CPA


Why do search ad extensions matter to clients?
They increase engagement and influence ad quality


Which settings should be removed to optimize a remarketing campaign performance?
All answers are correct


Which policies apply when recommending RLSA? Select all that apply. Select All Correct Responses
User list size privacy threshold
No lists based on sensitive categories
Ads cannot collect personally-identifiable information


Which part of the search ad is not automatically generated by DSA?
Description line


Which option allows advertisers to use their list in an existing campaign by applying a bid adjustment to modify their remarketing list members?
Bid Only (Observations in the new AdWords experience)


Which of these statements are TRUE? Select all that apply.
Machine Learning involves finding patterns in old data and utilizing models in new data
Machine Learning builds systems that learn from data
Machine Learning is all about Learning from examples and observations


Which of these customers likely has the highest potential value to bid on when searching for flowers?
Customer that abandoned a shopping cart yesterday


Which of the following user trends is NOT a rationale for advertisers to use DSA?
Users consult an average of six websites before converting


Which of the following targeting options is NOT available in Gmail?
Custom Intent Audiences


Which of the following statements is true?
Responsive ads are shown on YouTube and Gmail


Which of the following signal is currently NOT used by our algorithm to set up bids automatically?
Household revenue


Which of the following is not considered a “Smart Bidding” strategy?
Maximize clicks



Which of the following is a core benefit of AdWords autobidding?
Auction-time bidding



Which of the following best practices should be followed when applying target CPA to a campaign? Select All Correct Responses
Have enough budget headroom for the campaign to grow
Have enough impression headroom for the campaign to grow


Which of the following allows advertisers to test out new keywords or ad copy that will serve only to specific audience members?
Target and Bid (Targeting in the new AdWords experience)


Which list size metric should be examined to see if a list can be actively used in RLSA?
Size: Search


Which attributes describe a good landing page experience? Select all that apply. Select All Correct Responses
Relevant and original content
Easy to navigate
Transparent about the client’s business


When should a max conversions bidding strategy be pitched?
When advertisers don’t know what their CPA target should be


When calculating customer value, other valuable actions, such as friend referral should not be included.
False


What is the recommended range of lists to apply to ensure that management and reporting is not overly difficult?
5-10


What is the minimum list size for search required to run RLSA?
1,000


What is the difference between a “Success Action” and a “Proxy Action”?
The Success Action is the most valuable in-app action for your business and the Proxy Action is highly likely going to lead to your Success Action



What is dynamic remarketing?
Dynamic remarketing is the ability to capture insights from users’ interactions with a website, showing a dynamic ad later on to invite them to come back and complete an action



What is automatically included in AdWords optimized lists?
AdWords optimized lists automatically include all users across the tag types, including AdWords remarketing tool, GA tag, and app tracking that’s sent to Google


What does GDN’s inventory include? Select All Correct Responses
Google’s owned and operated digital properties, like YouTube and Gmail
AdSense
The world’s largest ad exchange and app network


What can be customized with audience signals to make the acquisition of website visitors more efficient and ensure that users who are searching are re-acquired before they visit any competitor sites?
All answers are correct


What are the three universal ad extensions that every marketer should be using to enhance their text ad?
Sitelinks, callouts and structured snippets


What are the three main factors that determine ad quality?
Expected clickthrough rate, landing page experience, and ad relevance


What are the three key benefits of RLSA?
Bid based on audience, Convert on new keywords, Tailor your message


What are some broad revenue generators in an app?
Subscriptions, Publishing ads, Hybrid model, In-app purchases, Paid apps


What are prohibited categories you should avoid pitching RLSA to?
Pharmaceuticals


Sort the following ways to target a client’s website with DSA, from the largest coverage to the most narrow.
Page feed


Since DSA is an automation solution, there’s no need to add audience lists to the campaign.
False


RLSA lists should start with all site visitors. Further segments can follow the advertiser’s website structure, which usually groups visitors at various stages in the conversion cycle.
True


Put the following steps in order to show how static display remarketing works.
Your ad shows across the GDN



Put the following steps in order to describe how RLSA works.
Client applies audience list to AdWords search campaign



Order the four steps used to maximize an advertisers investment in RLSA.
Adjust bids to maximize ROI



Match the recommended option to tag your advertisers GDN remarketing campaigns to the Google product.
Google Analytics For clients who are already running Google Analytics.
Google AdWords For clients who are already running remarketing lists for search ads (RLSA) or want to enable remarketing only.
One Google Tag For new advertisers that want to use AdWords, DoubleClick, and/or Google Analytics.
Google Tag Manager For clients who are placing an entirely new tag on their site.


Match the following autobidding strategy to the right client objective.
Maximize conversions The client wants more conversions within their budget.
Target ROAS The client is focused on revenue, and profit is their key metric.
Target CPA The client knows how much they are willing to pay for each conversion.
eCPC The client wants to get more conversions at a stable CPA without exceeding their max CPC.


Match the client’s objective to the DSA solution.
Full automation The client to run a very effective marketing campaign despite having limited resources.
Long-tail automation The client wants users to find him even on his long-tail products.
Incremental reach The client wants to make sure his ads appear for all relevant user searches.
Rapid expansion The client wants to enter new markets quickly.



Match the client goal to the correct ad extension.
Sitelink Extension The client is interested in directing people to specific pages on their website.
Call Extension The client is focused on driving phone calls to their business.
Message Extension The client wants to easily connect with potential customers that prefer to text.
Location Extension The client operates many retail stores and wants potential customers to see the distance from their location to the stores.


Match the appropriate solution to the client’s issue when investgating internal factors in the client’s AdWords account.
Check the volume of impressions and impression share Impressions are fluctuating.
Check the average click-through rate (CTR) Ads are less visible.
Check the Change History report Advertiser has made changes that can affect their Ad Rank.


Match examples of app activities to the corresponding vertical.
Dating/Communication Profile completion, Specific session start or session duration, Community engagement, Add payment, and Subscription/Purchase
Retail/Classifieds Item search, Became active after inactivity, Registration/Sign-In, Wishlist, Create listing, Contacted/Called, Add to cart, Coupon redemption, Add payment, Referral, Checkout initiated, and Subscription/Purchase
Entertainment Specific session start or session duration, Became active after inactivity, Video/Audio played, Invites users/Shared app, Engagement with special content, Add payment, and Subscription/Purchase
Gaming Tutorial/Demo completion, Became active after inactivity, Invites users/Shared app, Level up/Game score, Community engagement, Level completion, Add payment, and Spend virtual currency/Purchase


Match the client goal to the correct ad extension.
Sitelink Extension The client is interested in directing people to specific pages on their website.
Call Extension The client is focused on driving phone calls to their business.
Message Extension The client wants to easily connect with potential customers that prefer to text.
Location Extension The client operates many retail stores and wants potential customers to see the distance from their location to the stores.


Match the appropriate solution to the client’s issue when investgating internal factors in the client’s AdWords account.
Check the volume of impressions and impression share Impressions are fluctuating.
Check the average click-through rate (CTR) Ads are less visible.
Check the Change History report Advertiser has made changes that can affect their Ad Rank.


Match examples of app activities to the corresponding vertical.
Dating/Communication Profile completion, Specific session start or session duration, Community engagement, Add payment, and Subscription/Purchase
Retail/Classifieds Item search, Became active after inactivity, Registration/Sign-In, Wishlist, Create listing, Contacted/Called, Add to cart, Coupon redemption, Add payment, Referral, Checkout initiated, and Subscription/Purchase
Entertainment Specific session start or session duration, Became active after inactivity, Video/Audio played, Invites users/Shared app, Engagement with special content, Add payment, and Subscription/Purchase
Gaming Tutorial/Demo completion, Became active after inactivity, Invites users/Shared app, Level up/Game score, Community engagement, Level completion, Add payment, and Spend virtual currency/Purchase


Match each recommended display auto-bidding strategy to its corresponding lead client.
eCPC Client has not determined a cost per conversion goal or is using a 3P bidder
tCPA Client has a cost per action goal
tROAS Client passes conversion values to Google


Match each of the following statements to its corresponding DSA benefit.
Efficiency and time saving No need to pause or create ads based on available inventory on the website, seasonality or demand.
Coverage security DSA makes sure you don’t miss any relevant queries.
Reach and performance On average, 86% of DSA traffic is incremental.
Transparency and control The Search Query report shows which queries were matched with a DSA ad.


Match each of the “Big Three” ad rank recommendations to their definition.
Landing page experience How relevant, transparent and easy to navigate the page is for users.
Expected CTR The likelihood that the ad will be clicked.
Ad relevance How closely the ad matches the intent behind a user’s search.


Match each explanation to its key benefit of using display responsive ads in a remarketing campaign.
Greater creative input for advertisers Advertisers can upload images, headlines and descriptions that meet your brand guidelines.
Easily reach people on millions of sites and apps Advertisers can potentially see a 15% increase in reach at similar performance compared to standard text ads.
Deliver a great experience with native ads Advertisers can match the look and feel of the content where their ad appears.



Match each display targeting solution to its targeted audience.
Long-tail automation The client wants users to find him even on his long-tail products.
Incremental reach The client wants to make sure his ads appear for all relevant user searches.
Full automation The client to run a very effective marketing campaign despite having limited resources.
Rapid expansion The client wants to enter new markets quickly.


Match each autobidding strategy to the right campaign goal.
Conversions Target CPA.
Traffic Maximize clicks.
Visibility Target Outranking Share.
Revenue Target ROAS.


It’s important to wait at least two weeks after implementation before measuring the results of a Smart Bidding campaign.
True


Indicate one difference on conversion tracking between iOS apps and Android apps.
Android apps can track app conversions with Google Play without needing to edit an app’s code or use a third-party analytics tool



Including a logo in a responsive ad…
Is encouraged



If an advertiser wants to maximize performance and also has branding guidelines, what would be a good recommendation?
Image ads and responsive ads (with color and format controls)



If an advertiser wants to cover generic keywords or seasonal keywords that they normally couldn’t afford with RLSA, what is the best recommendation?
They should use target and bid to only reach those searchers who are in their audience list



If a client wants to add a layer of auction-time optimization to their 3rd-party autobidding system, what autobidding strategy should they use?
eCPC


Identify which remarketing solution you would use for each scenario.
Dynamic Remarketing Advertiser has a wide selection of products, categories or services and wants to share tailored/personalized ads.
Dynamic Remarketing Advertiser has a wide selection of products, categories or services.
Static Remarketing Advertiser only sells a few products or services.
Static Remarketing There’s a promotion, or advertiser wants to focus on the brand.


Identify when it is appropriate to use target and bid for targeting in the new AdWords experience.
A client wants to test new keywords or direct returning users to a new landing page


Identify how UAC uses Machine Learning.
It automatically optimizes your bids and ads for users based on data signals


How should you pitch your clients on ad formats if they are using image or HTML5 ads today?
Use responsive ads together with image ads


How should an advertiser exercise control over DSA campaigns?
Select subcategories and add negative keywords


How many extension types can show up in any given ad auction?
4 extensions


How can you improve Quality Score?
Address landing page experience


Google users can visit the Ads Preferences Manager to manage ad personalization.
True


Gmail targeting includes signals from which of the following? Select All Correct Responses
Locations visited from Maps
Search
Browsing history



Explain what “observations” are in the new AdWords experience.
Observations allow the option to adjust bids and can get reports on additional items without narrowing the reach of an ad group



DSA is fully compatible with target CPA, and it’s a best practice to combine this smart bidding option with DSA.
True