Google Display Ad Certification
What are the three principles that google ads is built around? - ANS-Relevance:
connect with the right people at the right time and place. Control: Control over budget.
Results: Pay only for results.
What are the ad types? - ANS-Search - appear next to search results. Display -
increases exposure and reaches audiences with specific interests. Video - shown
independently or within other streaming video content - only pay when people choose to
watch. Shopping - Appear on google shopping next to search results and near text and
responsive ads. App - Run ads across search, play, and youtube - ads and bids are
automatically adjusted to get the most downloads
What are the specialized campaign types? - ANS-local - drive offline metrics. Hotel -
advertise rates and availability. Discovery - engage customers across most popular
properties
What is a smart campaign? - ANS-an automated solution for small businesses
What are the campaign optimization options? - ANS-Device targeting. Locations and
Language targeting. Bidding and budget settings - bid strategy controls how you pay for
users to interact with ads - bid limit is the most youll pay for ppc - budget is average
amount of ad spend per day. Ad Extensions - include more info with ads such as
location, links to pages on website, phone number, etc.
What are the statistics of using google display ads? - ANS-You can reach 90% of the
global internet across more than three million apps and websites
What are the four valuable aspects of google display ads? - ANS-powerful intent signals
- places ads against the most relevant content. Massive scale - can connect with
audience through millions of websites. Measurable performance. Easy campaign set up
- identify marketing objectives and you receive the features and options that are
relevant
How does google use intent signals and machine learning? - ANS-machine learning
brings best in class automation, bidding, and targeting. google uses real time view of
context and user behavior on owned and unowned properties to understand user intent
, What are the two types of display campaigns? - ANS-Standard Display campaigns and
Smart Display campaigns
What is a smart display campaign? - ANS-a campaign that uses full automation. You
provide a few inputs - what ads will say, what images you want to use, daily budget, and
cost per acquisition (CPA) performance targets. Smart display campaigns rely on the
existing CPA model to set bids at the right time. They also leverage auto-optimized
creative tech to combine raw creative assets and build custom ads for each auction.
What is required to be eligible for a Smart Display campaign? - ANS-You need to have
gotten at least 50 conversions on display or at least 100 conversions on search in the
last 30 days.
What are the key benefits of Smart Display campaigns? - ANS-Simplicity - create a
campaign in minutes by providing three inputs : budget, bid, and creative assets.
Insights - receive standard ad reporting plus supplemental insights that allow broad
strategic management. Scale - smart display campaigns run across the three million
sites and apps available
What are the components of Smart Display campaigns? - ANS-Automated bidding -
specify a target cpa or target ROAS youd like to achieve and google will manage the
cpc bids on a per auction basis, based on the likelihood that the auction will generate a
conversion. Automated Targeting - optimizes where the campaign runs, smart
campaigns drive remarketing and prospecting. Automated creatives - ads generated
from building blocks you provide - they responsively fit into all ad slots.
Who should run smart display campaigns? - ANS-people who are new to display
advertising and want a fast and high performing campaign. VALUE PROPOSITION -
delivers both remarketing and reengagement/prospecting on display with performance,
simplicity, and low time commitment. Smart campaigns can deliver better performance
and reach than existing mid funnel campaigns
What is a standard display campaign? - ANS-a display campaign that gives you full
control over all aspects.
What are the three marketing objectives of targeting? - ANS-build awareness. Influence
consideration. and drive action.
What are the four main bid strategies? - ANS-enhanced cpc: Automatically adjusts your
manual bid up or down based on each click's likelihood to result in a conversion.
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