Google Ads - Measurement Certification
Exam
How to craft a great objective - Answers -make sure that it's measurable and includes a
clear timeframe. Once you've established your business goal — a broad, top-level goal
for your company - you will:
1. Identify your financial and strategic business objectives.
2. Translate your financial and strategic business objectives into marketing objectives.
3. Translate your marketing objectives into advertising-campaign objectives.
Financial objective - Answers -A financial objective focuses on increasing revenue,
profit margin, or volume (for example, units sold). Often, larger companies will create a
subgoal for each of their lines of business.
Strategic objective - Answers -Strategic objectives outline how you'll achieve your
financial objectives.
Marketing objective - Answers -Marketing objectives support the business objective.
Some smaller companies may not have the scale to warrant this level of specificity.
Advertising campaign objective - Answers -This refers to the goals for each channel that
are necessary for meeting your marketing objectives (for example, the goal of a
YouTube campaign).
Campaign metrics: These are the individual metrics you use to measure the success of
your media objectives.
Business purpose statement - Answers -Begin by writing down the basics:
1. Name of your business
2. Your product or service
3. Your consumers
4. Result or benefit you provide to your consumer
What are your short-term and long-term goals that best suit your company? How would
you answer these questions?
How does your company make money?
Where will growth likely come from?
Which competitors are doing well in the market and why?
,Where do you want your business to be five years from now?
Two ways to increase your profits - Answers -lower costs or increase revenue.
Profit and revenue - Answers -Increase profits
1. Increase financial gain; the difference between the amount earned and the amount
spent in buying, operating, or producing something
2. Lower your costs or increase your revenue
Increase revenue
1. Increase the amount the company earns (its incoming money)
2. Either increase your price or increase your volume
Volume and demand - Answers -Increase volume
Increase units sold, capacity, leads, or something relevant to your business
Increase demand
Increase consumers' readiness to pay a price for a product
Price - Answers -Lower price
Lower the amount paid by the consumer to purchase products
Increase price
Increase the amount paid by the consumer to purchase products
Business strategies - Answers -Margin, revenue, and volume represent the ways most
businesses think about their financials (although reducing costs is also very important).
Which one works best for you?
Improve margin or profit: This is great for companies looking to reduce costs and
increase revenue. There's usually a trade-off, though. For example, some investments
to reduce costs may not pay out for a few years, making the company less money in the
short term, even though it'll be very profitable in the long term. Typically, established
companies or those with smaller profit margins, like retail companies, prioritize this.
Grow revenue: Companies often grow their revenue by either increasing the total
number of sales at the same price or increasing the price — that is, revenue could go
up, even if total sales don't.
, Increase volume: Companies who wish to increase volume will either decrease prices to
drive more sales or use various tactics to drive more demand. However, this might
mean being less profitable in the short term.
Strategic objectives - Answers -An example of a strategic objective is increasing your
brand strength.
Which marketing return on investment (ROI) target - Answers -When deciding which
marketing return on investment (ROI) target to aim for, a higher ROI may not always be
the best choice. To achieve your growth targets, you may choose to invest profit margin
into faster user growth. For example, if a $2 ROI offers twice the user growth as a $3
ROI, marketers may choose $2 as a target, although this is the second-best option for
profitability. Sometimes the right target is the one that keeps your company in business.
Which questions to ask for business objective builder - Answers -How will you create
value (profit, revenue, or volume)?
What measurable change are you targeting?
How long will it take?
Four types of business objectives - Answers -Financial objective
Strategic objective
Marketing objective
Advertising campaign objective
When determining your business objectives, you should: - Answers -Identify your
financial and strategic business objectives
Translate your financial and strategic business objectives into marketing objectives
Translate your marketing objectives into advertising-campaign objectives
Four stages of the consumer journey - Answers -1. Awareness:
- Goal: People see that your business, product, or service exists.
- How? Address all the people who match the desired audience profile based on age,
gender, interests, and behaviors.
2. Consideration:
- Goal: People think about or show interest in your brand.
- How? Address all the people who match the desired audience profile and have shown
some interest in the advertised product or category.
3. Sales:
- Goal: People do something, like make a purchase.
Exam
How to craft a great objective - Answers -make sure that it's measurable and includes a
clear timeframe. Once you've established your business goal — a broad, top-level goal
for your company - you will:
1. Identify your financial and strategic business objectives.
2. Translate your financial and strategic business objectives into marketing objectives.
3. Translate your marketing objectives into advertising-campaign objectives.
Financial objective - Answers -A financial objective focuses on increasing revenue,
profit margin, or volume (for example, units sold). Often, larger companies will create a
subgoal for each of their lines of business.
Strategic objective - Answers -Strategic objectives outline how you'll achieve your
financial objectives.
Marketing objective - Answers -Marketing objectives support the business objective.
Some smaller companies may not have the scale to warrant this level of specificity.
Advertising campaign objective - Answers -This refers to the goals for each channel that
are necessary for meeting your marketing objectives (for example, the goal of a
YouTube campaign).
Campaign metrics: These are the individual metrics you use to measure the success of
your media objectives.
Business purpose statement - Answers -Begin by writing down the basics:
1. Name of your business
2. Your product or service
3. Your consumers
4. Result or benefit you provide to your consumer
What are your short-term and long-term goals that best suit your company? How would
you answer these questions?
How does your company make money?
Where will growth likely come from?
Which competitors are doing well in the market and why?
,Where do you want your business to be five years from now?
Two ways to increase your profits - Answers -lower costs or increase revenue.
Profit and revenue - Answers -Increase profits
1. Increase financial gain; the difference between the amount earned and the amount
spent in buying, operating, or producing something
2. Lower your costs or increase your revenue
Increase revenue
1. Increase the amount the company earns (its incoming money)
2. Either increase your price or increase your volume
Volume and demand - Answers -Increase volume
Increase units sold, capacity, leads, or something relevant to your business
Increase demand
Increase consumers' readiness to pay a price for a product
Price - Answers -Lower price
Lower the amount paid by the consumer to purchase products
Increase price
Increase the amount paid by the consumer to purchase products
Business strategies - Answers -Margin, revenue, and volume represent the ways most
businesses think about their financials (although reducing costs is also very important).
Which one works best for you?
Improve margin or profit: This is great for companies looking to reduce costs and
increase revenue. There's usually a trade-off, though. For example, some investments
to reduce costs may not pay out for a few years, making the company less money in the
short term, even though it'll be very profitable in the long term. Typically, established
companies or those with smaller profit margins, like retail companies, prioritize this.
Grow revenue: Companies often grow their revenue by either increasing the total
number of sales at the same price or increasing the price — that is, revenue could go
up, even if total sales don't.
, Increase volume: Companies who wish to increase volume will either decrease prices to
drive more sales or use various tactics to drive more demand. However, this might
mean being less profitable in the short term.
Strategic objectives - Answers -An example of a strategic objective is increasing your
brand strength.
Which marketing return on investment (ROI) target - Answers -When deciding which
marketing return on investment (ROI) target to aim for, a higher ROI may not always be
the best choice. To achieve your growth targets, you may choose to invest profit margin
into faster user growth. For example, if a $2 ROI offers twice the user growth as a $3
ROI, marketers may choose $2 as a target, although this is the second-best option for
profitability. Sometimes the right target is the one that keeps your company in business.
Which questions to ask for business objective builder - Answers -How will you create
value (profit, revenue, or volume)?
What measurable change are you targeting?
How long will it take?
Four types of business objectives - Answers -Financial objective
Strategic objective
Marketing objective
Advertising campaign objective
When determining your business objectives, you should: - Answers -Identify your
financial and strategic business objectives
Translate your financial and strategic business objectives into marketing objectives
Translate your marketing objectives into advertising-campaign objectives
Four stages of the consumer journey - Answers -1. Awareness:
- Goal: People see that your business, product, or service exists.
- How? Address all the people who match the desired audience profile based on age,
gender, interests, and behaviors.
2. Consideration:
- Goal: People think about or show interest in your brand.
- How? Address all the people who match the desired audience profile and have shown
some interest in the advertised product or category.
3. Sales:
- Goal: People do something, like make a purchase.
