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Google AdWords Video Certification Advertising Assessment Exam Answers

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Google AdWords Video Certification Advertising Assessment Exam Answers - Academy for ads - 2018

This exam covers basic and advanced concepts, including best practices for creating, managing and optimizing video advertising campaigns across YouTube and the web.
90 minutes
74 questions
80% passing score
Validity period of 12 months

 

Your manager wants to know how Google can help your brand get in front of mobile users. What might you say?

Google does not provide cross-device targeting at this time.
Mobile is a behavior and not a technology. The Google Network has massive reach and enables brands to easily tap into these behaviors in real time.
TV is the way to go. On mobile alone, TV reaches more 18- to 49-year-olds than YouTube.
Google doesn't have the mobile ad formats across search, display, and video to persuade our customers.


 



Video campaigns can help advertisers optimize for:

views and engagements
conversions
impressions
clicks

What does digital media offer that TV advertising does not?

Demographic targeting
Upfront deals
Reach
Real-time optimization

You're an agency that needs to know the technical specifications to build and implement your upcoming video campaign.

Where can you go to find out how each ad format works, creative submission timelines, technical specifications, reporting, and third-party tracking capabilities?

In the Google Display Specifications site
Through a Google representative
Through the third-party request form
In the AdWords Help Center

What's the difference between cost-per-click (CPC) bidding and cost-per-view (CPV) bidding?

The advertiser pays for a click on her YouTube channel with CPC bidding, and pays for a conversion with CPV bidding
The advertiser pays for a click on an ad with CPC bidding, and pays when someone engages with the content - for example by clicking Install or watching the first 30 seconds of the ad - with CPV bidding
The advertiser pays for an impression with CPC bidding and pays when someone watches at least 5 seconds of the ad with CPV bidding
The advertiser pays for a click that brings someone to her website with CPC bidding, and pays when there's an impression with CPV bidding


Which is a best practice for a successful TrueView in-stream ad?

Include a strong call-to-action so the viewer knows what to do
All of the listed answers are correct
Use at least 3 types of targeting to find out which performs best

You want to plan YouTube media in terms of reach and frequency, talk in terms of GRPs and cost per points. What Google measurement solution will you use?

Google's reach solutions
Brand Lift
Google Consumer Surveys
Sales Lift

 

An advertiser wants to know if Shopping ads will appear on YouTube. What should you tell her?

Shopping Ads can only appear on Google.com
Shopping Ads can only appear on retail websites.
Shopping ads can appear on Google Search partner websites like YouTube
Shopping ads can only show on pre-roll video ads on YouTube

Using a variety of Google tools, Jose was able to glean insight into jean preferences for the area of Chicago in which his new store is opening. However, he has plans to expand nationally!

What Google tool could he use to get insight into trends and popularity of products across the U.S.?

Google Correlate
Google Surveys
Google Trends
Google Shopping Insights

An advertiser can use a remarketing tag to target people who've:

posted videos on YouTube that mention her products
subscribed to or unsubscribed from her YouTube channel
searched on YouTube for videos about products like hers
set up multiple YouTube accounts


True or False: Advertisers have to implement a code to use the remarketing feature on a video campaign.

False
True

 

If your client wants to pay only when someone views an ad, you should use:

Text ads
Viewable cost-per-thousand-impressions (vCPM) bidding
TrueView ads
YouTube homepage ads


 

You can see average video-view duration metrics in:

Google Analytics
the "Audience retention" tab in YouTube Analytics
reports in AdWords
the "Campaigns" tab in AdWords

 

_________ ads can be created and managed through AdWords.

Reserve-bought
TV
TrueView
Masthead


True or False: Advertisers can set bids per ad format

False
True


An advertiser can:

target viewers who are watching competitors' ads on YouTube
combine an AdWords remarketing list with a video remarketing list
remarket video ads from the Google Search Network on the Google Display Network
optimize remarketing by raising bids on topics or channels that generate the greatest ad response



Which can't be added to a TrueView video?

A companion banner
A ticker tape
A mobile app promo
A call-to-action overlay


To run a TrueView video ad, the video must be uploaded to:

an advertiser's website.
YouTube, with the privacy settings changed to "Private."
any video hosting site.
YouTube, with the privacy settings changed to "Public" or "Unlisted."


Yoko wants to re-engage prior customers who've visited her YouTube channel but haven't downloaded the shopping app.

What can she identify to make a video remarketing list?

Ad impressions, users who have downloaded the app
Ad impressions, users who have subscribed to her company's video channel
Users who have subscribed to her company's video channel, users who haven't downloaded the app
Ad impressions, users who haven't downloaded the app

What can you use to connect with people based on their purchase intent?

Similar audiences
Google's in-market audiences
Custom affinity audiences
Customer Match

Which targeting option allows you to re-engage with people who visited your site by serving them ads containing the products they viewed on their visit?

Display remarketing
Topic targeting
Similar audiences
Dynamic remarketing

On mobile alone, what platform reaches more 18- to 49-year-olds than any broadcast or cable TV network?

Google Maps
Google+
YouTube
Gmail

____ is used for video campaigns.

Cost-per-click (CPC) bidding
Cost-per-thousand-impressions (CPM) bidding
Cost-per-view (CPV) bidding
Cost-per-acquisition (CPA) bidding


In his TrueView discovery ad, Amir wants to invite people to click to watch his YouTube video about a DIY home improvement project.

What call to action language gives learners a reason to take action?

Start now
Download this
Click here
Learn how to build a table

If the primary goal for your video campaign is influencing consideration, what are the KPIs you'd look at?

View-through rate, watch time, favorability lift, consideration lift, and brand interest lift
Views, impressions, unique users, awareness lift, and ad recall lift
Sales and purchase intent lift
Clicks, calls, and sign-ups

Mavi wants to do a collaboration with a YouTube star in which she includes her brand's message in the creator's video.

What type of collaboration does this describe?

A one-off video in which the brand is highlighted
A creator video in which the brand's message is integrated or shared via a "shout out"
A series of brand videos in which the creator is mentioned throughout
An integrated approach in which the brand collaborates with multiple creators to weave in the brand story

How are rich media ads different from other ad formats?

They are a type of text ad
They are displayed on the Search Network
They are static image ads
They are ads with animation or other types of motion

A tech-savvy musician, Josef wants to create his first video ad and he has budget to do so! Although he's a bit concerned about the actual filmmaking part, he is excited to make this ad himself using YouTube's Director app.

Which app feature best supports his need?

The app is available at no cost to him or any businesses — big or small.
It's mobile-friendly, so he can easily create his video footage on the go.
It helps connect him with local filmmakers for hire.
It offers 100+ ready-to-go video templates designed for a variety of businesses, including his.

 

What are the three components in the YouTube ecosystem?

Fans, publishers, and producers
Brands, publishers, and advertisers
Creators, agencies, and publishers
Fans, creators, and advertisers

________ targeting lets advertisers place ads on specific websites, YouTube videos, and YouTube Partner channels with TrueView ads.

Contextual
Placement
Interest
Topic


In setting up her latest video campaign on YouTube, Susan is faced with the Video targeting tab and a myriad of audience settings.

What strategy should she adopt to optimize her campaign's view rates?

Take it easy — to start, simply go with the default targeting settings while getting used to running an AdWords video campaign.
Start broad — adjust the settings to reach a wide audience, test, and then refine the settings based on the performance data.
Maximize for success — take advantage of each setting to narrow things down based on the insights you've uncovered on your ideal audience.
Use what you know — adjust the settings to mimic those used for a prior successful video campaign.

What do earned actions measure?

Comments and likes.
Earned views, earned comments and earned likes
Visits on the website.
Ad views (subscribes, playlist, likes, shares).


Sebastien wants to get a good read on how his users are interacting with his videos across different geographies of his target demographic. For example, it would be helpful to know what calls-to-action are driving higher clickthrough rates.

In which report of YouTube Analytics would he be able to access this kind of data?

Engagement report
Likes and dislikes report
Audience retention report
Watch time report

 

Which is the best tip for optimizing a TrueView video for viewer engagement?

Look at engagement rate for targeting and focus on the methods with the highest view through rate
Add exclusions to the campaign
Run both an in-stream and a video discovery version of the ad
Increase each target group's bid by 100%

How can an advertiser calculate the view rate of a video campaign?

By dividing the number of views by the number of impressions
By dividing the number of impressions by the number of clicks
By dividing the number of clicks by the number of views
By looking at the percentage of viewers who watched the video until the last quartile


 

If your client wants a specific reach for a specific price on YouTube, you should use:

TrueView video ads
affinity audiences
reservation buying
placement targeting

 

When is someone added to an advertiser's video remarketing list?

When she views the ad for the second time
When she purchases something from the advertiser's website
When she views the ad
When she clicks the ad


Which of these can be created to run on the Display Network?

Dynamic ads
TrueView ads and Dynamic ads
Homepage expandable Masthead ads
Lightbox ads


TrueView in-stream ads and video discovery ads appear, respectively:

before videos and as clickable thumbnails
to the left and right of videos
as clickable thumbnails and before videos
at the top and bottom of videos


These people are redefining what it means to be a celebrity by being approachable, conversational, and authentic to millions of dedicated followers. They can activate millions of fans with a click of the "publish" button — and some are sharing the spotlight with brands.

Brands
Fans
Creators
Networks

What's the view rate of an AdWords campaign that shows 10,000 impressions, 900 views, and 300 clicks?

0.2
0.11
0.09
0.02

 

What does linking an AdWords account to a YouTube account let an advertiser do?

Access more video reporting metrics.
All of the listed answers are correct.
Create a remarketing list.
Create call-to-action (CTA) overlays.


John launched a new line of men's shoes on his fashion website, and he wants to build awareness about the launch. Which targeting option should he use?

Gmail ads
In-market audiences
Demographic targeting
Similar audiences

Which can be done in YouTube Analytics?

Create remarketing lists.
Check the conversion volume.
Check the count of earned subscribers.
Check engagement reports.


How can an advertiser set up AdWords conversion tracking for a TrueView in-stream ad campaign?

You can't measure conversions with the in-stream format
By using Google Analytics
By creating an AdWords conversion tracking code.
By using YouTube Analytics


How can you launch Google Preferred and/or Mastheads ads?

In AdWords
In YouTube
With Brand Lift
Through a Google representative

Video campaign up and running, check! Now how's it doing? Holly has just a few minutes to pull some data together on how her audience is responding to the ads. In particular, she wants to know how well her ads are resonating — whether viewers are interacting with the ads they see.

What metric should she investigate in AdWords Reporting?

Clickthrough rate (CTR)
Cost-per-view (CPV)
View rate
Viewthrough rate

Where would a call-to-action (CTA) overlay show?

All of the listed answers are correct.
On videos on your channel
On embedded videos
On TrueView video discovery ads


Which of these formats can be booked cross-screen (mobile and desktop)?

Video Media Layout Mastheads
Rich Media Custom Mastheads
Rich Media Layouts Mastheads
Video Mastheads



True or False: More than one YouTube account can be linked to an AdWords account.

True
False


Which ad rotation option can't be used for video campaigns?

Rotate evenly.
Optimize for views.
Optimize for conversions.
Optimize for clicks.


What does average view frequency measure?

The average number of channel views.
The average number of times people have viewed the ad
The average view rate for the ad
All of the listed answers are incorrect.

A huge fan of both in-stream and discovery ads, what advice would you share with Andreas who would like to set up his video campaign in AdWords?

Import videos for both in-stream and discovery ads using the import video group feature
Create one ad group for in-stream ads and one for video discovery ads
Select the video links in the video component Properties panel to add a video to an ad group
Create one ad group for both in-stream and video discovery ads

What is masthead billing based on?

Impressions
A flat daily fee
Impressions and clicks
Clicks


The best way to reserve an ad is to:

Create a reservation campaign in AdWords
Enter specifications on the "Reservation" tab
Contact a Google sales representative
Create a standard video campaign


What are the targeting options for mastheads?

Topics, remarketing and interests.
Topics and remarketing.
Interests and remarketing.
Visitors to the YouTube homepage in a targeted country.


What's needed for an advertiser to set up a video ad campaign?

A YouTube video
A conversion rate of at least 5% on the Google Search Network
A budget for creating professional video ads
A base AdWords budget in addition to pay-per-click costs


Matias is thrilled about including video remarketing in his latest campaign strategy to bolster pre-holiday sales of his company's new toy release. He is eager to re-engage with his prior customers who are exploring his YouTube content.

What benefit of video remarketing meets his need?

It allows for reaching a very broad audience — a scope that includes YouTube, as well as Google's Search and Display Network.
It can be set up in AdWords in a few steps.
It's cost-efficient by remarketing to customers based on past behaviors that may offer a higher return on investment.
It offers the opportunity to target specific customers and create personalized messaging to his audience that has shown interest for similar toys on his YouTube channel.

Where on YouTube can TrueView video discovery ads run?

YouTube watch pages and Masthead ads, and Google search results
YouTube homepage, YouTube search results and watch pages
YouTube videos and Google search results
Google TV, Google search results, and the Display Network

Your agency is looking to run a video campaign that has flexible pricing, real-time optimization, and an ad format that allows users to opt out of watching.

Where can you implement this campaign?

AdWords and DoubleClick Bid Manager
AdWords only
DoubleClick Bid Manager only
YouTube

Which of these remarketing lists can be used for a video campaign?

People who clicked the +1 button on the advertiser's Google+ page
All of the list answers are correct
People who skipped the advertiser's TrueView in-stream ads
People who watched certain videos on the advertiser's YouTube channel


Maria wants to make sure and share her video ads when her target audience is most likely to view them!

When setting up her TrueView Standard video campaign in AdWords, what setting allows her to adjust these parameters?

  •         Mobile and Tablet options
  •         Scheduling and Delivery
  •         Budget
  •         Bidding

Video remarketing is a way to optimize:

conversions
video campaigns
cost-per-view (CPV) bidding strategies
bidding strategies


A TrueView video discovery ad needs to be:

less than 30 seconds
there isn't a time limit
more than 30 seconds
about 2 minutes


TrueView video discovery ads can run on:

YouTube
The Search Network and the Display Network
The Display Network
YouTube and the Display Network


Video ads can run on:

Display Network only
YouTube and apps across the Search Network
YouTube and on video partner sites and on apps across the Display Network
YouTube only


Cards are a great way to increase engagement with your video ad or brand.

Where do you create cards?

Bumper ads
AdWords
YouTube
Google Preferred

A viewer can skip watching a TrueView in-stream ad after:

10 seconds
2 seconds
5 seconds
7 seconds


_________ are optional, clickable thumbnail images that appear next to TrueView InStream ads on YouTube.

Companion banners.
TrueView in-display ads.
Display ads on the Google Display Network (GDN).
YouTube mastheads.


TrueView in-stream ads can appear on:

the Google Play Store.
YouTube watch pages.
YouTube mastheads.
Google search results.


Call-to-action (CTA) overlays are compatible with:

TrueView in-stream ads only.
any TrueView ad format.
TrueView in-display ads only.
All of the listed answers are incorrect

 

Which can an advertiser include in a TrueView video ad to increase interactivity?

An animated GIF
A blinking border
A card
A scrolling banner


With a masthead ad, an advertiser can reserve:

YouTube search page
Specific channels
Specific videos
The YouTube homepage

 

True or False: Video ads may appear in videos marked "Private" on YouTube

TRUE
FALSE


What should you tell her?

There is no minimum.
$5
$2
$100.00

 

A client who wants to advertise before, during, or after popular videos on the Display Network should:

create a video ad campaign
add the keyword "video" to relevant campaigns
bundle display ads for each target audience
add a call-to-action (CTA) overlay to video ads

For her latest TrueView in-stream ad, Jacquline's primary goal is to get her brand noticed with the 18-25 year-old set.

What could she incorporate in her video to help humanize her brand?

Add music
Feature animation
Use humor
Collaborate with a YouTube creator

 

What are best practices for creating a TrueView in-stream ad?

Provide clear next steps so customers can take action
Deliver the most important message early in the video
All of the listed answers are correct
Add a call-to-action (CTA) overlay

 

What percentage of video views on YouTube come from mobile devices?

More than 60%
Almost 25%
Almost 15%
More than 75%


What is Google's programmatic buying platform?

AdWords
Google Analytics
DoubleClick Bid Manager
YouTube

A click on a companion banner:

counts as a view even if the person hasn't watched 30 seconds of the ad
can direct to a YouTube channel
can direct to an external URL
All of the listed answers are correct


The standard companion banner size for TrueView in-stream ads on YouTube is:

300x600
300x60
300x250
300x80



A running shoe company wants to reach "avid marathon runners" instead of just "sports fans". Which targeting method should this advertiser use?

Demographic targeting
Managed Placements
Custom Affinity audiences
Affinity audiences

True or False: YouTube remarketing lists can be used with standard text and display ads.

True
False

Why is average view frequency important to measure?

It lets you continually track conversions
It tells you how many people are viewing the ad
It shows you how engaged people are with the ad
It shows how often the average person sees or interacts with the ad


Your agency wants to run an ad campaign that reaches audiences that are hard to find on TV, impacts customers with engaging formats, and allows your team to measure and optimize their campaigns in near real time.

Where can you advertise to accomplish all three of these objectives?

Your local newspaper
Radio
TV
YouTube

TrueView video campaigns can include:

text
other video formats
videos uploaded directly to YouTube
images


With YouTube Analytics, you can track metrics on:

cost-per-channel visit.
playback locations.
YouTube session length.
TrueView ad skip rates.


Which should you consider when evaluating the performance of an advertiser's TrueView campaign for brand awareness?

View rate, cost-per-view (CPV), and follow-on views
View rate and cost-per-click
Clickthrough rate (CTR) and cost-per-click (CPC)
The targeting options that were used


In looking at her performance data, Mia recognizes her video ads aren't driving traffic to her website as well as she had hoped. In particular the clickthrough rates (CTR) are low.

What could she do to increase the CTR over time?

Fine tune her target audience
Shorten the video ad's duration
Add a call-to-action (CTA) overlay
Rotate two or three different video ads

 

If an advertiser adds affinity audiences and topics to the same targeting group, a TrueView ad will show:

only when targeted topics and affinity audiences match
only on targeted topics
only on targeted affinity audiences
on targeted topics and affinity audiences



The most effective way to control the number of times someone sees an ad is by:

Lowering bidding levels:
Setting a lower cost-per-view (CPV) bid at th target group level
Monitoring audience retention metrics with YouTube Analytics
Setting a frequency cap


TrueView video ads can be especially effective for driving what goals?

Awareness and consideration
Action and awareness
Consideration and action
Only awareness

True or False: With TrueView in-stream video ads, the advertiser pays when someone hovers their cursor over the ad for 5 seconds

FALSE
TRUE


What benefit of advertising with TrueView best serves a new video advertiser hoping to share his niche brand story with just the right audience?

You can tell a personal brand story.
You can set up a video campaign in just a few minutes.
You can reach a targeted audience on YouTube and with partners across the Google Display Network.
You can measure your success using the powerful video performance tools AdWords Video Analytics and YouTube Analytics.

An advertiser is charged for viewing a TrueView in-display ad when someone:

shares the ad
clicks and views the first frame of the ad
watches the entire ad
watches a TrueView in-stream ad after watching a TrueView in-display ad


In which TrueView format(s) can an advertiser use a companion banner?

In-stream and in-display.
In-stream.
All of the listed answers are incorrect.
In-display.



Video ads can appear on:

All of the listed answers are correct
Specific YouTube videos
Websites on the Display Network
Specific YouTube channels


TrueView video discovery ads run on:

The Search Network and the Display Network
The YouTube Network
YouTube videos and YouTube search pages
The Display Network

True or False: IP address exclusion is not available for TrueView campaigns.

False
True


True or False: To get full access to YouTube analytics, you need to link your AdWords and YouTube accounts.

True
False


The initial remarketing list size for video campaigns includes users from the past:

15 days.
540 days.
30 days.
You can't include visitors from past days.



What tool measures brand metrics along the marketing funnel like brand consideration or purchase intent?

YouTube Analytics
AdWords Reporting
Video Performance Data
Google Brand Lift

What is a key difference between reservation buying and auction buying?

Reservation buying means pre-packaged lineups, while auction buying is for individual impressions.
Reservation buying is done programmatically, while auction buying is done manually.
Reservation buying is done manually, while auction buying is done through a Google representative.
Reservation buying includes hard-to-sell inventory, while auction buying does not.

What is the Google Network?

The term that embodies all of the places where your AdWords ad can appear.
A network of partner websites that will show your AdWords ad.
The collective term for Google's professional support staff that can answer your AdWords questions 24/7.
A network of hardware devices, including Chromebooks and Android phones where your AdWords ad can appear.

True or False: You can use contextual targeting with videos.

False
True


People are added to an advertiser's video remarketing list when they:

sign in to YouTube
click a text ad in Google search results
watch, comment on, like, or share a competitor's YouTube video
watch, comment on, like, or share the advertiser's YouTube Video

 

Linking a YouTube channel to an AdWords account lets you:

manage multiple channels from one Google account
use brand accounts to manage many YouTube channels at once or to manage multiple Google Accounts
manage one channel from one Google account
manage one channel from one Google account and let multiple people manage a channel

You work for an advertiser or agency with an upfront deal. What is the best way to reserve Google Preferred inventory?

YouTube
AdWords
Through a third-party provider
Through a Google representative

Which devices can an advertiser target with a mobile video masthead?

Mobile only
Both mobile and tablets
Android only
Tablet only


Video advertising on YouTube lets you:

use pay-per-report analytics and pay a single monthly fee
pay a single monthly fee
use free video analytics
use pay-per-report analytics and pay for click-throughs only



Which ad format gives viewers the choice of whether or not to watch your ad, and helps drive brand consideration?

Mastheads
Bumper ads
TrueView ads
Google Preferred

If someone clicks a TrueView in-display ad, where do they land?

The advertiser's YouTube masthead
The advertiser's website
The ad's destination URL
The video on the YouTube watch page or advertiser's channel


Which targeting methods can be used with TrueView ads?

Topics.
Remarketing.
All of the listed answers are correct.
Interest categories.
Affinity and in-market audiences


Tom has his sights set on this TrueView in-stream ad launching his new food truck company app.

What creative element encourages his customers to interact with the ad and actually take action?

His company's brand name
A direct call-to-action (CTA)
His company logo
Background music

What's an example of a managed placement for a TrueView in-stream ad?

A website on the Google Display Network (GDN).
All of the listed answers are correct.
A YouTube channel.
YouTube watch page.

Google helps marketers connect with people using what three kinds of data?

Passion, purchase intent, and personalization
Demographic, purchase intent, and declared
Declared, social, and offline
Declared, matched, and demographic

A TrueView in-stream ad view is counted when a viewer:

watches the ad for 30 seconds
All of the above
Clicks on the ad
watches the entire ad

What's the maximum length a TrueView video ad can be?

1 minute, 30 seconds.
7 minutes.
There isn't a time limit.
30 seconds.



Before finalizing the target audience for his next campaign, Sacha would like to find out more about what his potential audience, especially what they think about his product.

What Google tool could he use to gain this insight quickly?

Google Shopping Insights
Google Trends
Google Correlate
Google Surveys

What's the first step when determining the right video solution for your campaign?

Find the KPIs that measure your goal
Determine your campaign goals
Choose the video solution that drives that goal
Optimize your campaign

If the primary goal for your video campaign is building awareness, what are the KPIs you'd look at?

View-through rate, watch time, favorability lift, consideration lift, and brand interest lift
Views, impressions, unique users, awareness lift, and ad recall lift
Clicks, calls, and sign-ups
Sales and purchase intent lift