Google Mobile Advertising Exam Answers 2018

iOS app conversion tracking cannot be set up using:

• A) Server-to-server (S2S)
• B) Codeless conversion tracking
• C) Install confirmation feedback
• D) SDK

The codeless conversion tracking solution is usually recommended for app downloads on Android OS over SDK or server to server solution when speed and ease of implementation is a priority.

• A) False
• B) True

Target cost-per-acquisition (CPA), which factors in auction-time signals including device, location, time of day, remarketing list, language, and operating system, automatically optimizes bids across:

• search and display inventory to help advertisers reach their desired cost-per-install goal
• search and display inventory to help advertisers reach their desired cost-per-impression goal
• search and display inventory to help advertisers reach their desired cost-per-click (CPC) goal
• search inventory to help advertisers reach their desired cost-per-install goal

To track conversions in an app, you can add the Firebase SDK to your app. SDK stands for:

• A) Schema Development Kit
• B) Software Development Kit
• C) Software Deprecation Kit
• D) Schema Development Key

Mobile presents an opportunity for a more targeted marketing message because you have an understanding of context such as time, location, and proximity of the customer.

• False
• True

An app developer might use remarketing if they wanted to promote a paid version of their game to all users of the free version who reached Level 10 of the game.

• A) False
• B) True

What is a lightbox ad?

• A) A type of ad format that shows extra information (“extending” from your text ads) about your business
• B) A mobile text ad
• C) A cross-screen expandable ad format that optimizes for taps/swipes on mobile and mouse-overs/clicks on desktops
• D) A remarketing specific ad format to announce new features of your app

Select the one way NOT to track app conversions.

• A) Using Codeless Android Install tracking
• B) Integrate the Google SDK in your app
• C) Using an app analytics provider for your AdWords campaigns
• D) Add a javascript snippet to your website

An advertiser would NOT use AdWords’ mobile offering to:

• A) Build a mobile-optimized website
• B) Engage with users who have already downloaded their app
• C) Track conversions once a user downloads their app
• D) Advertise their app

Which is a benefit of using server-to-server app conversion tracking over an SDK?

• If not implemented correctly, adding the SDK and conversion tracking code could result in bugs in the app
• B) Adding multiple SDKs for various advertising or analytics platforms have no impact on app code file-size
• C) Server-to-server connections are easier to set up than code-less conversion tracking
• D) Adding SDK and conversion tracking changes to your app doesn’t require review by the Google Play Store

Which of the following is a way for an advertiser to monetize their app?

• A) Charging for app downloads from the Apple iTunes or Google Play store
• B) All of the listed answers are correct
• C) In-app purchases
• D) In-app ads

To re-engage users with an app, use the following strategies:

• A) Build remarketing lists, engage in proactive outreach, offer something unique, use deep linking, and track everything beyond installs to understand your most valuable users
• B) Build remarketing lists, engage in reactive outreach, offer something free, and don’t track anything outside of installs
• C) Build general email lists, engage in reactive outreach, don’t use deep linking, and don’t track outside of installs
• D) Build remarketing lists, engage in reactive outreach, use deep linking, and track outside of installs for your most valuable users

A driver stops for gas and their smartphone buzzes with a text offering a free coffee inside the gas station. What does mobile provide advertisers that enable them to offer this to customers?

• Customer profiles
• Context
• Cell signals
• Wi-Fi

_______ are a type of ad format that show extra information about your business.

• A) App installs
• B) Deep link extensions
• C) Ad extensions
• D) AdMob extensions

A newer kind of mobile site can do a lot of what only apps used to do, so the line has blurred between sites and apps. What are these sites called?

• Enhanced Mobile Sites
• Progressive Sites
• Progressive Web Apps
• Mobile Site Apps

AdWords Smart Bidding uses machine learning and your account data to help you do what?

• Let you adjust your bids manually, so you’re visible when customers are looking for you.
• Make informed bidding decisions and value mobile accurately.
• Prevent your total spend from surpassing the hard limit you set.
• Limit your bids to the times of day when competition for ad space is lowest.

Generally Speaking, Mobile Sites Are Good For Acquiring New Customers And Inspiring New Relationships While Mobile Apps Are Good For Servicing And Engaging Existing Customers And Retaining Current Relationships.

·         False

·         True

When you use a flexible bid strategy, it will automatically optimize your bids based on:

• Your performance KPI (Key Performance Indicator)
• Your quality score
• Your search term data
• Your remarketing list

Assuming you are not using any bid adjustment and you value mobile traffic over desktop, which bid adjustment should you set?

• A) Increase bid adjustment for desktop
• B) Increase bid adjustment for mobile and desktop
• C) Increase bid adjustment for tablets
• D) Increase bid adjustment for mobile

Which is a good app design practice?

• Make previous searches and recent purchases readily available.
• Zoom viewers in automatically for app content you know is most important.
• Get users to enter valuable user profile information immediately when they first open the app.
• Don’t interrupt users when they make mistakes completing forms, wait until they submit and provide a single report with all errors.

Which statistic indicates how often a click has led to a conversion?

• Cost-per-conversion
• Clickthrough rate (CTR)
• Conversion rate
• Converted clicks

Your client wants to increase the number of people visiting his website. When analyzing the data for Search campaign, which metric do you most want to improve?

• Clickthrough rate (CTR)
• Converted clicks
• Impressions
• Conversion rate

On the Google Display Network, your ad is eligible to show on a webpage if your:

• keywords match that webpage’s content
• ad text matches that webpage’s content
• landing page matches that webpage’s content
• website matches that webpage’s content

Google Analytics can help you learn more about the behavior of your client’s customers because it shows you how:

• they perceive her products
• likely they are to become a regular customer
• they interact with her website
• likely they are to click her ads

Which client would you advise to advertise on the Google Search Network?39

• Jim, who wants to reach people on social networks interested in poetry
• Suzy, who wants to reach people browsing travel websites about China
• Bill, who wants to reach people looking for plumbing services
• Carol, who wants to reach people watching YouTube videos

Which two metrics help show you how many people found your ad compelling enough to actually click on it and visit your website? (Choose 2)

• Search terms
• Clickthrough rate (CTR)
• Clicks
• Impressions

How are negative keywords different from other keywords?

• They make your ad appear for search terms that you don’t want.
• They prevent your ad from showing for search terms that you don’t want.
• They can only be used for ads on the Display Network.
• They can increase your costs.

Which targeting option should an advertiser use when trying to reach 25-30 year old males?

• Interest category targeting
• Demographic targeting
• Contextual targeting
• Keyword targeting

What report can help you identify opportunities to improve your keywords and ads?

• Time segmentation report
• Auction insights report
• Search terms report
• Paid & organic report

Your new client’s Google Ads account has one campaign with one ad group that contains a list of hundreds of keywords. Which best practice should you follow when re-organizing this client’s keywords?

• Create new ad groups with several keyword match types
• Create new ad groups with related keywords grouped together
• Remove half of the keywords from the ad group
• Create one ad group for every five keywords