Optimize performance in DoubleClick Search Assessment - Academy for Ads

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Optimize performance in DoubleClick Search Assessment - Academy for Ads


Question 1 of 14

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?

•  Callout and location
•  Sitelink and location
•  Callout and sitelink
•  Location

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?

•  Forecasting
•  Bid strategy health
•  Portfolio bidding
•  Bid strategy health

What is one benefit of using the sitelink extension?

•  Sitelinks are a good way to test landing pages.
•  Dynamic landing pages can be used.
•  Bids can be adjusted based on the sitelink.
•  Users will be directed to a more relevant landing page right away.

What is one benefit of using the sitelink extension?

•  Sitelinks are a good way to test landing pages.
•  Dynamic landing pages can be used.
•  Bids can be adjusted based on the sitelink.
•  Users will be directed to a more relevant landing page right away.

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?

•  Remarketing lists for search ads (RLSA)
•  Programmatic remarketing
•  Portfolio bidding
•  Adaptive geo-targeting

What is a benefit of portfolio bid strategies?

•  They manage bids on keywords across the portfolio to reach the target.
•  They split conversion credit across all interactions to provide better insights.
•  They manage geo-targeting across the portfolio of campaigns to reach the target.
•  They find the best-performing geographic areas and adjust bids to reach the target.

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

•  Add a filter for bid strategy health status on the bid strategy summary page
•  View the Health panel overview
•  Budget Management tab
•  Pull a report and check for cost per action (CPA) across strategies

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?

•  The CPA is much higher than optimum CPA historically.
•  DoubleClick detects there’s an insufficient conversion volume to determine optimum CPA.
•  DoubleClick has a calibration period following significant CPA changes.
•  DoubleClick thinks there is insufficient budget for the ROI goal.

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 once a month
•  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

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

•  Top Conversion Paths
•  Path Length
•  Data-driven
•  Custom

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

•  Group all campaigns into a single budget group for better spend optimization
•  Organize campaigns into budget groups based on geographic region
•  Organize campaigns into budget groups broken out by each week
•  Organize campaigns with the same advertising focus into budget groups

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

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

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

•  Remove 10 percent of spend from each DinoWorld budget group to account for seasonal fluctuations
•  Customize the spend allocations to provide more spend during popular events at DinoWorld Theme Park
•  Create duplicate DinoWorld keywords to run as a control group
•  Enable A/B testing of DinoWorld landing pages to manage spend during seasonal fluctuations

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?

•  Portfolio geo-bidding
•  Remarketing lists for search ads (RLSA)
•  Health panel geo tab
•  Adaptive geo-targeting

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 for patterns across reports
•  Look at historical data — that always forecasts future performance
•  Review the health panel overview
•  Hire an analyst