DoubleClick Search Mobile Assesment - Academy for Ads

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DoubleClick Search Mobile Assesment - Academy for Ads

YOUR ANSWERS

• F1. 

• Your client, Bean Coffee, has a mobile site with a mobile-specific URL — m.beancoffees.com.
  How do you ensure their ad directs users to the correct site for their device?

  +1 
  1.   By using ifmobile and ifnotmobile landing page parameters to specify which URL is used
  2.   By using Adwords conversion tracker
  3.   With cross-device conversion reporting
  4.   No action is required, as it's a single version of the website that works across all devices

• C2. 

• Ally's client wants to know which of their campaigns had the greatest cross-device uplift.
  How can she apply a calculation to the data in her report that will provide her client with this information?

  +1 
  1.   Use a formula column
  2.   Use the Call metrics report
  3.   Segment by device
  4.   Add the "Actions cross-env" column

• G3. 

• To more fully capture mobile's contribution to a sale, advertisers need to consider what?

  +0 / 1 
  1.   More than just the last click
  2.   Just the last click
  3.   The first and last click
  4.   Customer intent
  The correct answer was More than just the last click.

• E4. 

• In determining the value of an app, you find that 20 out of 200 users who open the app make a purchase, with the value of each purchase being $500. 

  
  How much is the value of this action along the purchase funnel?

  +1 
  1.   $2.50
  2.   $500
  3.   $200
  4.   $20

• F5. 

• How would you track in-app conversions in an Android app?

  +0 / 1 
  1.   AdWords conversion tracker
  2.   Floodlight
  3.   Pure downloads
  4.   Google Tag Manager
  The correct answer was AdWords conversion tracker.

• G6. 

• 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 enables them to offer this to customers?

  +0 / 1 
  1.   Context
  2.   Cell signals
  3.   Wi-Fi
  4.   Customer profiles
  The correct answer was Context.

• F7. 

• Ingrid's client is the online sporting goods retailer, Sports Gear.
  What is a key factor of their business that will influence how Ingrid determines their mobile tracking strategy?

  +0 / 1 
  1.   Sports Gear has a mobile app on both iOS and Android.
  2.   Sports Gear does not sell snowboards.
  3.   The Sports Gear website looks great on large desktop screens.
  4.   Sports Gear's research has shown that their customers also enjoy good coffee.
  The correct answer was Sports Gear has a mobile app on both iOS and Android..

• E8. 

• Alice is creating an app install ad for her client’s search campaign. She needs to ensure it works for both Android and iOS versions of their app.
  What does Alice need to do to ensure the app directs the user to the appropriate store based on the user's device?

  +1 
  1.   Create a separate ad group for each store
  2.   Link to each store so the user can click on the correct one
  3.   Link to the company's website to avoid the store altogether
  4.   Provide a survey question up-front and ask the user what type of device they're using

• C9. 

• To report on cross-environment conversions in DoubleClick Search, what do you segment your report by?

  +1 
  1.   Device
  2.   Affinity category
  3.   Country
  4.   Age

• A10. 

• When setting up Floodlight activities for a call-tracking service, what should the primary source of conversions be?

  +0 / 1 
  1.   Offline activity
  2.   All transactions
  3.   All actions
  4.   Selected conversions
  The correct answer was Offline activity.

• A11. 

• What measurement gap can a call-tracking service fill?

  +0 / 1 
  1.   Offline conversions
  2.   Mobile in-app conversions
  3.   Cross-device conversions
  4.   Mobile web conversions
  The correct answer was Offline conversions.

• D12. 

• Ali is creating a call-only ad group. Using this type of ad, which type of data can Ali track?

  +0 / 1 
  1.   Click to calls
  2.   Call duration
  3.   Caller area code
  4.   Call start and end time
  The correct answer was Click to calls.

• D13. 

• What type of data can be collected when using a Google forwarding number with a call extension?

  +0 / 1 
  1.   Call duration
  2.   Caller name
  3.   Caller phone number
  4.   Call location
  The correct answer was Call duration.

• B14. 

• Hassan's client places specific value on conversions based on which device they occur on.
  How can Hassan define the specific weighted values of each of these conversions, so he can include them in his bid strategy?

  +0 / 1 
  1.   Add a formula column that assigns this weighted value to each device
  2.   Use custom Floodlight variables
  3.   Ensure that mobile bid modifiers are automatically optimized
  4.   Define the weighted values in a separate application and work with a third party to upload this data
  The correct answer was Add a formula column that assigns this weighted value to each device.

• B15. 

• Due to a change in budgeting, you need to quickly adjust your entire campaign to automatically increase bids on mobile devices by 20 percent.
  How can you accomplish this?

  +0 / 1 
  1.   Device bid adjustment
  2.   Bid strategy opportunities
  3.   Manual cost-per-click (CPC) bidding
  4.   Custom Floodlight variables
  The correct answer was Device bid adjustment.