Google AI-Powered Performance Ads Certification Assessment Answers 2024

Google AI-Powered Performance Ads Certification Assessment Answers 2024

Question 1: Which Smart Bidding strategy optimizes for value?

·        Target ROAS

·        Maximize clicks

·        Target Impression Share

·        Maximize conversions

Question 2: If an advertiser’s marketing objective is to generate leads, how can the advertiser optimize their Performance Max campaigns for value?

·        Create a Maximize Clicks bidding strategy to propel website traffic volume.

·         Develop a strategy of importing offline values through the use of enhanced conversions for leads.

·        Create value rules based on audiences that have visited a local store in the past.

·        Utilize a Maximize conversions bidding strategy in order to increase conversion volume.

Question 3: A  digital marketing manager has upgraded their keywords to broad match. Which behavior should they build into their regular cadence of optimization to guide  machine learning?

·        Create additional phrase and exact match keywords to improve reach.

·        Add Customer Match lists with data older than 90 days.

·        Remove negative keywords that may block relevant traffic.

·        Dismiss recommendations to add relevant new keywords.

Question 4: If you were in charge of a flexible budget for all of a large retailer’s campaigns, what steps would you take to maximize success?

·        Define new performance targets every month or quarter in order to optimize AI-driven solutions.

·        Develop shared budgets and portfolio bid strategies as a means of maximizing campaign flexibility and using  AI to full advantage.

·        Prevent unnecessary budget usage during seasonal periods by capping budgets at the average daily spend.

·        Develop different budgets for campaign experiments and unforeseen market changes as a means of improving chances for success.

Question 5: When keywords are created, what is their default match type?

·        Phrase match

·        Negative match

·        Exact match

·        Broad match

Question 6: Which of these AI-powered solutions provides the most channel and inventory coverage of any  Google Ads campaign?

·        Search campaigns

·        Performance Max campaigns

·        Video campaigns

·        App campaigns

Question 7: When designing an experiment to test Performance Max campaigns, which is a best practice to follow?

·        Setting up Performance Max with a comparable CPA or ROAS target to other campaigns

·        Making sure the Performance Max budget is limited to 10% of other campaigns’ budgets.

·        Running the Performance Max experiment for one to two weeks before assessing the results

·        Establishing a new CPA or ROAS goal for Performance Max campaigns

Question 8: A local dessert chain is looking to improve its  Google Ads campaign performance across its accounts. What are two ways it can use its optimization score to improve its campaigns? (Choose two.)

Select 2 Correct Responses

·        By the review and dismissal of recommendations that are relevant to their goal to save time optimizing campaigns

·        By measuring their score at the individual account level but not their manager account level

·        By accepting and immediately applying recommendations tailored to their business, which can save time

·        By determining the extent to which campaigns can be improved and how to go about making improvement

Question 9: What’s the benefit of running a true A/B test with campaign experiments?

·        By running concurrently with an original campaign, a trial campaign controls for external factors, like seasonality, that might otherwise bias results.

·        By running a single campaign at a time, an A/B test allows for a true ramp-down period between each testing period so that results can be decluttered.

·        By testing multiple variables at a time, an A/B test gives advertisers information they can use to adjust their campaigns quickly based on insights.

·        By revealing whether their trial campaign drove user action that wouldn’t have taken place otherwise, an A/B test gives insights into user behaviour.

Question 10: When developing image assets, which of these practices can help drive success?

·        Selecting images with a white background since these images tend to perform better

·        Providing only square images as a means of maximizing the frequency with which assets can serve

·        Centering the most important content in the image asset to maximize impact

·        Always uploading at least four relevant and unique images at the campaign or ad group level

Question 11: Which metric is used for value measurement?

·        Time spent on site

·        Cart size

·        Page depth

·        Cost-per-click

Question 12: Which is a best practice when setting up a Performance Max campaign?

·        Starting conversion tracking after a campaign has been running for two weeks

·        Ensuring that your Google My Business and Google Merchant Center feed are operating under separate accounts

·        Minimizing the number of ad extensions used within an asset group

·        Using the maximum amount of assets permissible, which includes text, image, and video assets

Question 13: How does a test-and-learn mindset allow marketers to find success with Google’s  AI?

·        Encourages teams to break down silos and quickly identify solutions.

·        Fuels competition across the organization.

·        Allows leaders to identify low performers more quickly.

·        Helps teams test multiple business objectives at the same time.

Question 14: A chain of regional bookstores is looking to drive more value from their  Google Ads campaigns by creating a value-based bidding strategy for the first time. Which best practice should they follow first in order to get started?

·        Create a value-based Smart Bidding strategy in their top two campaigns.

·        Begin with a strong measurement and attribution strategy based on their goals.

·        Build a large list of negative keywords to tailor traffic and eliminate uninterested consumers.

·        Enable a volume-based Smart Bidding strategy in all campaigns.

Question 15: A marketer wants to use Google’s  AI solutions to drive more value from their marketing. They know they need to fuel  AI with their own privacy-safe data. Which reason describes why their data is valuable to fueling AI?

·        It’s a strong indicator of industry-wide performance for  machine learning.

·        It’s easily replicated by multiple teams within their organization.

·        It’s high-quality and captures customer transactions that drive business results.

·        It’s similar to competitor data and can be used to understand how others are performing.

Question 16: If a marketer’s goal was to drive more value from lead generation campaigns, why would value-based bidding be a viable solution?

·        Because it would optimize for driving lead volume, as all customers create the same amount of value

·        Because it would allow them to focus on maximizing website traffic in order to get new potential customers

·        Because it would optimize for high-value customers as well as a high volume of leads.

·        Because it would allow them to maximize total conversion value at a desired ROAS target or budget

Question 17: In a fully AI-powered strategy, which of these three features of Search work in tandem to deliver performance?

·        Responsive Search Ads, Image Assets, Broad match keywords

·        Smart Bidding, Responsive Display Ads, Uncapped budgets

·        Phrase match keywords, Exact match keywords, Smart Bidding

·        Smart Bidding, Responsive Search Ads, Broad match keywords

Question 18: A  digital marketing manager working with a national insurance provider hopes to support  AI using first-party data. Before they can start using the data, what question do they need to answer?

·        What are the data storage capabilities for each marketing team member’s organizational device?

·        Are we aligned with local regulations on data collection and user privacy to ensure we are properly using first-party data?

·        Is there a way our data collection policies can be modified to encourage customers to share as much as possible?

·        How can we start to use this data as quickly as we can, even at the expense of alignment with other teams?

Question 19: Which of the following available insights are designed to help advertisers discover consumer interest and category growth trends?

·        Search terms report

·        Diagnostic insights

·        Search trends and demand forecasts

·        Asset audience insights

Question 20: An online beauty supply retailer has established a target return metric for the forthcoming year. Which Smart Bidding Strategy can help them achieve this objective?

·        Target conversion value

·        Maximize clicks

·        Maximize conversions

·        Target ROAS

Question 21: Which two ways can Performance Planner help marketers for purposes of budget planning? (Choose two.)

Select 2 Correct Responses

·        Review the amount of spending for each keyword in a campaign over the past month.

·        Estimate the opportunity for increased sales during upcoming seasonal periods.

·        Ascertain how different budgets will impact performance through insights gained.

·        Decide which billing method accommodates a particular account.

Question 22: How can lagging Ad Strength for Responsive Search Ads be improved?

·        By avoiding commonly used keywords in headlines and descriptions

·        By using the Ad Strength tool to learn more about how to make a Responsive Search Ad

·        Through the use of the Keyword Insertion tool that can spot new keyword ideas

·        Through the use of more unique headlines and descriptions

Question 23: A  digital marketing manager is transitioning their campaigns to a value-based bidding strategy. They want to drive more value from their campaigns, but need to operate within a fixed budget. Which Smart Bidding strategy is the right fit for this organization?

·        Maximize clicks

·        Maximize conversions

·        Maximize conversion value

·        Target ROAS

Question 24: How do negative keywords assist a Search campaign?

·        They prevent ads from being delivered for searches that might otherwise qualify but most likely don’t match the intent of the search.

·        They give marketers insight into what other searches customers are using to arrive at their business.

·        They can help eliminate the possibility of customers writing unfavorable reviews about a particular business.

·        They allow marketers to add negative keywords as a means of limiting the terms competitors can bid on at auction.

Question 25: Which is regarded to be a best practice for using Performance Planner?

·        Setting up an annual forecast at the start of the fiscal year so budgets can be created accordingly

·        Coming up with month-by-month plans in the tool and regularly viewing updated forecasts

·        Using Performance Planner more during non-seasonal periods, as these are the periods when data is most accurate.

·        Viewing forecasts on a year-to-year basis, since sales data during peak seasonal periods is typically higher

Question 26: What are two ways that the Combination and Assets Report can help a marketer improve their creative assets’ performance? (Choose two.)

Select 2 Correct Responses

·        Uncover budget limitations that may be restricting assets from showing in auctions.

·        Identify opportunities to replace low-performing assets with assets that have better potential.

·        Identify new keywords to add to a campaign to improve asset reach.

·        Use high-performing assets as inspiration for future creative assets.

Question 27: An art supplies store catering to a large local student population is setting up a Performance Max campaign with the intent of driving more customer visits to its in-person location. What should its marketing team establish as a goal when creating its Performance Max campaign?

·        Product and brand consideration

·        Brand awareness and reach

·        Local store visits and promotions

·        Website traffic

Question 28: If digital leaders want to support Google’s  AI, which of these steps should be their priority?

·        Creating highly specified silos within their organization to permit specialization and multiple budget owners.

·        Developing capabilities in critical areas like high-quality data and a skilled workforce as a means of complementing  AI’s benefits.

·        Advising teams not to experiment as a means of eliminating risk and maintaining performance stability year-after-year.

·        Establishing budget processes that define  digital marketing as a cost center for the organization.

Question 29: A  digital marketing manager knows that their organization has a fixed annual budget for the upcoming year. In order to test new initiatives, they will need some flexibility to create campaign experiments. Which best practice should they follow in order to create budget flexibility within their clearly defined annual budget?

·        Review industry reports to predict query demand for the coming year and what budget level will be required.

·        Set up a monthly or weekly sync with the finance team to share opportunities and results to encourage budget flexibility and collaboration.

·        Plan ahead by setting aside a percentage of budget to be used for testing and reacting to market changes.

·        Send a quarterly budget review to their supervisor to request additional budget for testing in the upcoming quarter.

Question 30: What are Responsive Search Ads good for?

·        They limit a marketer’s ability to compete in more auctions and match to more queries.

·        They are a time-saver that allow for the creation of one ad with a number of headline and description assets.

·        They manually select the best combination of headlines and assets based on their review of data.

·        They cater to different device sizes, allowing advertisers a wider reach in regards to potential customers.

Question 31: What’s the significance of conversion delay?

·        It refers to the load time for a page that is used to measure conversion actions on the advertiser’s site — an order confirmation page, for example.

·        It is the amount of time that elapses between the clicking of an ad and an advertiser either uploading an offline conversion or completing the conversion on a site.

·        It is the amount of days required for a newly adopted Smart Bidding strategy to take effect after the first recorded online or offline conversion for a campaign.

·        It is the amount of time it takes an advertiser to create a conversion measurement strategy for their  Google Ads account.

Question 32: Which of these tools can equip marketers to drive higher performance in a value-based bidding strategy?

·        Ad strength rating

·        Target simulators

·        Keyword planner

·        Diagnostic insights

Question 33: What’s a strong example of a business objective that is required when adopting an AI-powered solution?

·        Cost of goods sold

·        Marketing spends

·        Cost-per-click

·        Profit

Question 34: In which two ways does the insights page help make performance evaluation workflows simpler? (Choose two.)

Select 2 Correct Responses

·        By putting an automatic pause on campaigns that have low ad strength or a limited budget

·        By giving explanations for fluctuations in campaign performance

·        By allowing marketers to see competitors’ ad performance data

·        By showing the drivers of a campaign’s week-on-week and month-on-month performance

Question 35: Which is a best practice that should be used when creating an account structure designed to improve AI-powered solutions’ performance?

·        Segmenting account structure according to device and match type as a means of customizing creative

·        Focusing account structure on business goals rather than channel silos

·        Creating as many campaigns as feasible in order to achieve business goals

·        Designing campaigns around specified manual optimization levers

Question 36: Which of the following is considered a best practice when creating a campaign experiment?

·        When experimenting with creatives, new ads are not subject to ad approvals, so experiments can be expedited.

·        After an experiment ends, evaluate performance over a timeline that includes the ramp-up period.

·        Focus tests on one variable at a time and use separate tests to examine the effects of more than one change.

·        Pick two or three metrics to evaluate campaign performance and determine the winner of a test.

Question 37: An organization hoping to grow its online sales is testing out different campaign optimizations intended to connect them to more potential customers. What value do these experiments have for organization?

·        They allow for the measurement of changes on campaigns and permit marketers to easily revert back to original campaigns, if needed.

·        They let marketers test  Google Ads campaigns’ effectiveness against that of traditional media campaigns like TV or print ads.

·        They can help the organization figure out whether proposed changes can help them achieve their intended marketing objective.

·        They guarantee results that are statistically significant by randomly choosing how much Search traffic will be diverted to an experiment.

Question 38: Which marketing behavior can benefit from  AI? (Choose three.)

Select 3 Correct Responses

·        Adjusting bids during seasonal events

·        Product-level testing and rotation

·        Keeping bids consistent during seasonal events

·        Creative-level testing and rotation

·        Reviewing marketing best practice checklists

Question 39: What are the variables that affect whether an optimization score recommendation is surfaced in an account?

·        There’s no specific focus, as all types of recommendations are surfaced for all individual and manager accounts

·        Information gleaned from algorithms that identify the changes necessary for the largest increase in campaign spend, independent of performance impact

·        Recommendations are surfaced when the system determines that business objectives need to be expanded.

·        Information gleaned from  machine learning and simulations that identify potential performance uplift based on a marketer’s business objective

Question 40: What’s a common type of value definition used in value-centric measurement strategies?

·        Actual value

·        Intrisic value

·        Necessary value

·        Unique value

Question 41: Why is it important to uncap budgets to fully capture the benefits of Google’s  AI?

·        Google’s  AI will only work in newly created campaigns with budgets of $1,000 per day or more.

·        A Smart Bidding strategy will revert to manual bidding when a campaign’s budget is limited.

·        Campaigns need sufficient budget headroom to allow Google’s AI to work to its fullest potential.

·        Campaigns that adopt Google’s AI spend more money to reach more customers.

Question 42: How does a Performance Max campaign work to find potential customers for an advertiser?

·        By utilizing AI to make decisions around how much money is budgets to various channels like YouTube and Search

·        By optimizing campaigns across channels manually and insights into performance drivers

·        By promoting a particular product or service in a single campaign that covers almost all  Google Ads inventory

·        By letting advertisers create and manage individual text, image, and video ads so that they can better tailor their ads to their intended audience

Question 43: How can Explanations be used to help improve campaign performance?

·        To show the top asset combinations for each campaign type in an account

·        To identify the ideal budget level a campaign needs to maximize performance

·        To browse headline and description recommendations to create stronger ads

·        To uncover the reasons behind performance changes in just a few clicks

Question 44: What are two main benefits of utilizing the Insights page? (Choose two.)

Select 2 Correct Responses

·        Insights can be used for purposes of optimizing Search campaigns.

·        Insights can be used to discover and diagnose issues around performance.

·        Insights can be used to understand competitors weekly spend.

·        Insights can be used to understand emerging search trends and new converting audiences.

Question 45: An online furniture outlet is hoping to create a Performance Max campaign to help them boost sales for a new line of couches. How should they get started with Performance Max?

·        Make sure their Google Merchant Center and  Google Ads accounts are separate so that they can avoid overlap.

·        Utilize any Smart Bidding strategy as a means of making bids across channels using  AI.

·        Design effective creatives that are tailored to the new line of couches for which they wish to increase sales.

·        Put a limit on the sharing of audience data so that human input doesn’t interfere with AI-powered processes.

Question 46: Which is a key benefit of opting into automatically applied recommendations?

·        Only the past week of data is used to inform recommendations, which means optimizations are based only on recent activity.

·        When recommendations are applied, campaign budgets are increased or allocations between budgets are changed as a means of helping to drive performance.

·        Marketers choose recommendations that are applied across a whole account or manager account, helping ensure that best practices are followed.

·         AI strategically determines and automatically applies the recommendations that are most likely to have the biggest impact on campaigns.

Question 47: If the marketing team at a local restaurant wanted to use their  Google Ads campaigns for the purpose of increasing visits to their location, how could Performance Max help them?

·        It could help them increase total incremental conversions by 13% on average through video ad formats.

·        It could help them find new customers across  Google Ads inventory through the use of  AI.

·        It could allow more time to spend crafting their unique value proposition through the use of manually created assets.

·        It could let them choose the websites on which their ads are shown.

Question 48: In traditional marketing organizations, which of these is a typical budgeting strategy?

·        Quarterly budgets that can increase without approval

·        Fixed annual budgets that don’t fluctuate with demand

·        Budgets that aren’t set for a particular time period or initiative

·        Budgets that adapt to stock price performance

Question 49: What’s a benefit of using broad match keywords?

·        Broad match offers marketers a great deal control over the specific search terms that ads match to, and volume may be limited.

·        Broad match keywords must be present alongside both exact match and phrase match keywords in any ad group to ensure high performance.

·        Broad match allows marketers to reach the most possible consumers searching for their product or service, while saving time from adding a variety of keywords.

·        Broad match ensures the core concept of a keyword is present in the search term while reaching similar volume to what exact match keywords would provide.

Question 50: A digital marketer has incorporated value-based bidding into their Smart Bidding strategy. Which two  Google Ads tools should they consider? (Choose two.)

Select 2 Correct Responses

·        Bid strategy report

·        Ad strength rating

·        Performance Planner

·        Keyword planner

Question 51: What’s a best practice to follow when designing an experiment to test Performance Max campaigns?

·        Create a new CPA or ROAS goal for Performance Max campaigns to achieve.

·        Keep Performance Max budget limited to 10% of other campaigns’ budgets.

·        Optimize Performance Max to a comparable CPA or ROAS target to other campaigns.

·        Run the Performance Max experiment for one to two weeks before evaluating results

Question 52: A  digital marketing manager has chosen to upgrade keywords to broad match. Which of these behaviors should they incorporate into their routine optimization cadence in order to guide  machine learning?

·        Add more phrase and exact match keywords to improve reach.

·        Eliminate negative keywords that could block relevant traffic.

·        Ignore suggestions to add relevant new keywords.

·        Add Customer Match lists with data that is more than 90 days old.

Question 53: What role do negative keywords play in a AI-powered Search strategy?

·        They let marketers identify additional searches that customers might be using to locate a business.

·        They make it harder for customers to leave negative reviews about a business.

·        They allow marketers to limit the terms that competitors are able to bid on at auction,

·        They prohibit otherwise qualifying queries from triggering ads for an irrelevant search.

Question 54: Which of the following tools can help marketers maximize performance of a value-based bidding strategy?

·        Diagnostic insights

·        Keyword planner

·        Target simulators

·        Ad strength rating

Question 55: A digital marketer has upgraded their Smart Bidding strategy to value-based bidding. Which two  Google Ads tools should they use regularly? (Choose two.)

Select 2 Correct Responses

·        Performance Planner

·        Keyword planner

·        Ad strength rating

·        Bid strategy report

Question 56: What are two ways that Performance Planner can help you plan budgets? (Choose two.)

Select 2 Correct Responses

·        Identify the best billing method for a particular account to make timely payments more likely.

·        Model the impact of different budgets to gain insights on how they might affect performance.

·        Determine the size of the opportunity for increased sales across upcoming seasonal periods.

·        Assess the spending-per-keyword in each campaign over the past month.

Question 57: What’s a best practice when building an account structure designed to improve the performance of AI-powered solutions?

·        Create as many campaigns as possible to achieve business goals.

·        Design campaigns around specific manual optimizaton levers.

·        Focus account structure on business goals, not channel silos.

·        Segment account structure by device and match type to customize creative.

Question 58: Why are broad match keywords so important?

·        They guarantee that a keyword’s core concept is present in the search term while reaching a volume comprable to what exact match keywords would deliver.

·        Broad match gives marketers an opportunity to reach the maximum number of consumers who are seeking out their offering without having to spend the time adding different keywords.

·        They are needed alongside exact match and phrase match keywords in any ad group if high performace is to be expected.

·        Broad match gives marketers a lot of control over the specific search terms to which ads correspond, as well as the ability to limit volume.

Question 59: A  digital marketing manager for a large retailer manages a fully flexible budget for their campaigns. Which best practice should they follow in order to maximize results from their flexible budget?

·        Cap budgets at the average daily spend to eliminate unnecessary budget usage during seasonal periods.

·        Use shared budgets and portfolio bid strategies to maximize campaign flexiblity and allow  AI to do its work.

·        Create a separate budget for campaign experiments and unforeseen market changes.

·        Adjust performance targets monthly or quarterly to optimize AI-driven solutions.

Question 60: How does uncapping budgets help to fully capture  AI’s benefits?

·        Campaigns need enough budget flexibility to maximize AI’s potential.

·        AI only works in newly created campaigns with budgets of $1,000 per day or more.

·        When there’s a limitation placed on a campaign budget, a Smart Bidding strategy will revert to manual bidding.

·        Campaigns will spend more of their budget to reach more customers.

Question 61: What’s an important benefit of opting into automatically applied recommendations?

·        Marketers select which recommendations are applied across an entire account or manager account, ensuring best practices are applied to all campaigns.

·         AI decides which recommendations to apply automatically to campaigns, without any need for human input.

·        Recommendations are based on the past week of data to react to the current market and avoid optimizations based on old data or settings.

·        Applying recommendations automatically will increase a campaign’s budget or reallocate budget between campaigns when necessary to improve performance.

Question 62: A  digital marketing manager notices the Ad Strength rating of their Responsive Search Ads could be improved. What action can they take to improve Ad Strength?

·        They can create more unique headlines and descriptions.

·        They should avoid using popular keywords in headlines and descriptions.

·        They should use the Ad Strength tool to learn more about how to create a Responsive Search Ad.

·        They can use the Keyword Insertion tool to identify new keyword ideas.

Question 63: A local automobile dealership is creating a Performance Max campaign to drive more visits to their location. Which goal should they choose when setting up a new Performance Max campaign?

·        Product and brand consideration

·        Website traffic

·        Local store visits and promotions

·        Brand awareness and reach

Question 64: An online shoe retailer is looking to create a Performance Max campaign to help drive sales in their sneaker category. How should they get started with Performance Max?

·        Use any Smart Bidding strategy to make bids across channels with  AI.

·        Limit sharing audience data in order to allow  AI to operate without human input.

·        Build strong creatives customized to their sneaker products or offers.

·        Separate their Google Merchant Center account from their  Google Ads account to avoid overlap.

Question 65: How can a Performance Max campaign help an ice cream shop drive more potential customers to their physical location?

·        By letting them choose the websites on which their ads are shown, resulting in more store visits from potential customers

·        By using AI as a means of locating potential new customers across  Google Ads inventory

·        By increasing their incremental conversions through campaigns that include video ad formats

·        By giving them more time to spend honing their unique value proposition through manually created assets

Question 66: On a fixed annual budget, what’s an effective way to ensure that you have the budget flexibility you need to experiment with campaigns to test their effectiveness?

·        Check out industry reports that can help you predict query demand and set budget accordingly.

·        Set aside a percentage of the budget for use in experiments and response to market changes.

·        Send a supervisor a quarterly budget review as part of a request for additional testing allocations for the upcoming quarter.

·        Create a monthly or weekly sync with the finance team in order to foster collaboration, share news and ideas about campaigns, and encourage flexibility in the budget.

Question 67: Which value definition is commonly used in measurement strategies that are value-centric?

·        Unique value

·        Actual value

·        Intrisic value

·        Necessary value

Question 68: If an organization was moving to a value-based bidding strategy for their  digital marketing campaigns but needed to operate within a fixed budget, which of these Smart Bidding strategies would meet their needs?

·        Maximize conversion value

·        Maximize clicks

·        Maximize conversions

·        Target ROAS

Question 69: Which AI-powered solution delivers the biggest channel and inventory coverage of any  Google Ads campaign?

·        Performance Max campaigns

·        Search campaigns

·        App campaigns

·        Video campaigns

Question 70: Which of these are two key benefits of using the Insights page? (Choose two.)

Select 2 Correct Responses

·        Discovering and applying consumer insights around things like rising search trends and new converting audiences

·        Discovering and diagnosing performance issues so campaigns can be run more successfully

·        Understanding competitors weekly spend through analysis of consumer insights.

·        Improving Search campaigns through the application of new consumer insights

Question 71: What are the ways that Explanations can be used to improve the performance of campaigns?

·        To reveal top asset combinations for every campaign type in a particular account

·        To uncover why performance changes were made in just a few clicks

·        To review recommendations for headlines and descriptions for the purpose of making stronger ads

·        To determine the optimal level a campaign’s budget should be at in order to maximize performance

Question 72: Why are Responsive Search Ads valuable?

·        They limit a marketer’s opportunity to compete in additional auctions and match to additional queries.

·        They provide for a wider reach to potential customers by catering to different-sized devices.

·        They save time by allowing for the creation of a single ad with more than one headline and description asset.

·        They manually create customized combinations of headlines and assets to show to different users based on their review of existing data.

Question 73: For an online sneaker retailer trying to reach a target return metric in the upcoming year, which Smart Bidding strategy can help them meet their goals?

·        Target ROAS

·        Maximize clicks

·        Maximize conversions

·        Target conversion value

Question 74: A merchant that wants to grow its online sales is testing different campaign optimizations designed to connect them to more potential customers. What value do these experiments have for the merchant?

·        They can provide the merchant insights on whether proposed changes help reach the marketing objective they desire.

·        They ensure statistically significant results by randomly choosing how much Search traffic will be diverted to an experiment.

·        They let marketers measure changes’ impact and reverse those changes if needed.

·        They can test  Google Ads campaigns against TV, print ads, or other traditional media.

Question 75: A local bakery chain is starting up a Performance Max campaign in hopes of attracting more customer visits to their brick-and-mortar shops. What should they establish as a goal when creating their new Performance Max campaign?

·        Brand awareness and reach

·        Product and brand consideration

·        Website traffic

·        Local store visits and promotions

Question 76: Which of the following is considered a best practice when using Performance Planner?

·        When creating plans during seasonal periods, create month-by-month plans in the tool and regularly view the updated forecasts.

·        Check in on forecasts on an annual basis, as data can be skewed when it’s close to an industry’s peak seasonal period.

·        Use Performance Planner most during non-seasonal periods, as data may be less accurate in times of change.

·        For maximum impact, create an annual forecast at the start of the fiscal year to determine budgets.

Question 77: If a  digital marketing manager was to upgrade their keywords to broad match, which behavior should they incorporate into their routine optimization efforts in order to guide  machine learning?

·        Disregarding suggestions to add relevant new keywords

·        Removing negative keywords that could block relevant traffic

·        Adding Customer Match lists that contain data more than 90 days old

·        Adding more phrase and exact match keywords in order to improve reach

Question 78: Which of these marketing behaviors can be done by  AI in  Google Ads? (Choose three.)

Select 3 Correct Responses

·        The review of marketing best practices checklists

·        Keeping bids consistent during seasonal events

·        Product-level testing and rotation

·        The adjustment of bids during seasonal events

·        Creative-level testing and rotation

Question 79: Which three Search features work together to drive performance in a fully AI-powerd strategy?

·        Phrase match keywords, Exact match keywords, Smart Bidding

·        Smart Bidding, Responsive Search Ads, Broad match keywords

·        Smart Bidding, Responsive Text Ads, Uncapped budgets

·        Responsive Search Ads, Image Assets, Broad match keywords

Question 80: A  digital marketing manager is looking to use Performance Planner to create his budget plans. What are two ways that Performance Planner can help him with budget planning? (Choose two.)

Select 2 Correct Responses

·        Forecast the impact of different budgets to understand how performance may change.

·        Identify the opportunity size for upcoming seasonal periods of increased sales.

·        Understand which billing method is best suited for an account.

·        Review how much each keyword in a campaign has spent over the past month.

Question 81: How can campaign performance be improved through the use of Explanations?

·        By letting marketers see the top asset combinations for each campaign type in an account

·        By letting marketers review recommendations for headlines and descriptions in order to make stronger ads

·        By letting marketers understand why performance changes were made in just a few clicks

·        By letting marketers determine what level a budget should at in order to achieve maximum performance

Question 82: A local pizza chain is looking to improve their  Google Ads campaign performance across their accounts. What are two ways that they can use their optimization score to improve campaigns? (Choose two.)

Select 2 Correct Responses

·        Measure their score at the individual account level, but not their manager account level.

·        Save time by accepting and immediately applying recommendations tailored to their business.

·        Identify how much existing opportunity for improvement their campaigns have and how they can be improved.

·        Review and dismiss recommendations that are relevant to their goal to save time optimizing campaigns.

Question 83: An online retailer has a goal of increasing the value they see from their Search campaigns, and the Chief Marketing Officer has set a target return metric they need to achieve in the coming year. Which Smart Bidding strategy is the right fit for this organization?

·        Target ROAS

·        Maximize clicks

·        Maximize conversions

·        Target conversion value

Question 84: Which of these insights are intended to help advertisers understand consumer interest and category growth trends?

·        Asset audience insights

·        Search trends and demand forecasts

·        Diagnostic insights

·        Search terms report

Question 85: When working with a value-based bidding strategy, which of these tools can help drive maximum performance?

·        Diagnostic insights

·        Target simulators

·        Ad strength rating

·        Keyword planner

Question 86: Which of the following is considered a best practice when creating effective image assets?

·        Keep the most important content in the center 50% of the image asset.

·        Only provide square images to maximize how often assets can serve.

·        Always upload four or more relevant and unique images at the campaign or ad group level.

·        Choose images with a white background as they tend to have stronger performance.

Question 87: What can be done to improve the Ad Strength rating of Responsive Search Ads?

·        Don’t use popular keywords in headlines and descriptions

·        Use the Keyword Insertion tool as a way to find new keyword ideas.

·        Use the Ad Strength tool to learn best practices for making a Responsive Search Ad

·        Make headlines and descriptions more unique

Question 88: A retailer is looking to grow their online sales this year. To do so, they plan to experiment with a few campaign optimizations to help them reach more customers. What’s the value of this retailer using campaign experiments to test campaign optimizations?

·        Campaign experiments randomly chooses how much Search traffic will be diverted to an experiment, guaranteeing statistically significant results.

·        Campaign experiments can help marketers understand whether proposed changes help reach their desired marketing objective.

·        Campaign experiments are used to test  Google Ads campaigns against traditional media campaigns, like TV or print ads.

·        Campaign experiments allow marketers to measure the impact of campaign changes and revert back to original campaigns, if needed.

Question 89: What’s a benefit of Responsive Search Ads?

·        Responsive search ads limit a marketer’s opportunity to compete in more auctions and match to more queries.

·        Responsive search ads review data to manually choose the best combination of headlines and assets to show users.

·        Responsive search ads save time by creating one ad with multiple headline and description assets that can be shown in different configurations to different users.

·        Responsive search ads allow advertisers to share their messages with more potential customers, by permitting ads to display properly for different device sizes.

Question 90: What determines whether or not an optimization score recommendation appears for a particular account?

·        Insights derived from  machine learning and simulations that spot potential performance uplift in regards to a marketer’s specific business objective.

·        There’s no specific focus, with recommendations of all types being surfaced for all individual and manager accounts.

·        Recommendations are surfaced any time there’s a perceived need for advertisers to expand their business objectives.

·        Insights derived from algorithms that identify changes needed for the largest increase in campaign spend regardless of impact.

Question 91: What’s a benefit of negative keywords?

·        Marketers can add negative keywords to campaigns to limit the terms their competitors can bid on in an auction.

·        A negative keyword strategy is crucial to identifying additional searches that customers may be using to find a business.

·        Negative keywords prevent an otherwise eligible query from triggering an ad that isn’t aligned with the search’s intent.

·        Adding negative keywords can help prevent customers from leaving poor reviews about a business.

Question 92: A marketer’s goal is to use Google’s  AI solutions to drive increased marketing value through the use of their own privacy-safe data. How could they articulate the value of using this data to other members of their team?

·        The data can be replicated with ease by different teams in their organization.

·        The data is a powerful indicator of industry-wide performance for  machine learning.

·        The data is comparable to competitors’ data and can thus be used to gauge others’ performance.

·        The data comes straight from their customers, which makes it high-quality for this purpose.

Question 93: A marketer is looking to drive additional value from their lead generation campaigns next year. Why would value-based bidding be the right solution for them?

·        All consumers create the same amount of value, so value-based bidding will optimize for driving lead volume for her business.

·        Bidding towards value allows marketers to optimize for high-value customers and high volume of leads at the same time.

·        Value-based bidding uses  AI to maximize total conversion value at a desired ROAS target or budget.

·        Using a value-based bidding strategy allows marketers to focus on maximizing website traffic to gain new potential consumers.

Question 94: Which match type is the default match type to which all keywords are assigned?

·        Negative match

·        Broad match

·        Exact match

·        Phrase match

Question 95: A  digital marketing manager is working with a national insurance provider and wants to use first-party data in their  AI eforts. Before they can start using the data, what question do they need to answer?

·        Is it possible to modify our data collection policies to encourage customers to share as much as possible?

·        In what ways can we begin using this data as quickly as possible, even at the expense of alignment with other teams?

·        What are the capabilities for data storage on each of the marketing team members’ corporate devices?

·        To what extent are we aligned with local regulations on data collection and user privacy that help us ensure the proper use of first-party data?

Question 96: A local camping supplies shop wants to improve its  Google Ads campaign performance across its accounts. Which two ways can it use its optimization score to improve campaigns? (Choose two.)

Select 2 Correct Responses

·        By reviewing and dismissing those recommendations which are relevant to their goal.

·        By identifying opportunities for campaign improvement and the means of making those improvements

·        By accepting and applying recommendations for their business, which saves time

·        By measuring their score at the individual account level but not the manager account level.

Question 97: What’s a best practice when using Performance Planner?

·        Looking at forecasts on a year-by-year basis, since sales data tends to be higher during an industry’s peak seasonal period.

·        Utilizing Performance Planner, the most during non-seasonal periods, since these are the time when data is most accurate.

·        Developing month-by-month plans in the tool and viewing updated forecasts routinely

·        Creating an annual forecast at the beginning of the fiscal year in order to determine budgets

Question 98: How can a Performance Max campaign find new consumers for an advertiser?

·        Promote a product or service across nearly all  Google Ads inventory with a single campaign

·        Manually optimize campaigns across channels with insights into performance drivers

·        Use  AI to allocate budget to specific channels, such as Search and YouTube.

·        Create the opportunity for advertisers to build and manage individual text, image, and video ads

Question 99: How does opting into automatically applied recommendations help an account-holder?

·        It helps to maximize the effectiveness of recommendations since it triggers automatic increases in budgets to cover the costs of recommendations.

·        It helps ensure that best practices are applied across all campaigns, since marketers themselves choose which recommendations are applied across a whole account or manager account.

·        It helps ensure that recommendations that are most likely to have the impact on campaigns are the ones that are applied, since this analysis and implementation occurs automatically.

·        It helps make sure that optimizations are based on recent rather than old activity, since only the past week of data is used to inform them.

Question 100: What characterizes conversion delay?

·        This refers to the number of days it takes for a newly adopted Smart Bidding strategy to take hold after a campaign’s first recorded online or offline conversion.

·        This is the total load time of a website page, such as a confirmation page, which is used to measure a consumer’s conversion actions on the advertiser’s site.

·        This refers to the time it takes for an advertiser to create a conversion measurement strategy for their  Google Ads account.

·        This is the amount of time that occurs between the selection of an ad and an advertiser having uploaded an offline conversion or completed the conversion on a site.

Question 101: What are two key benefits of using the Insights page? (Choose two.)

Select 2 Correct Responses

·        Understand how much a marketer’s competitors are spending each week.

·        Uncover new consumer insights such as rising search trends and new converting audiences.

·        Optimize Search campaigns through insights specifically intended for that purpose.

·        Identify and diagnose performance issues to better run successful campaigns.

Question 102: In what two ways does the insights page help a markterer make their workflows for performance evaluation simpler? (Choose two.)

Select 2 Correct Responses

·        By pausing campaigns automatically if they have low ad strength or a limited budget

·        By providing the reasons for inconsistent performance across campaigns

·        By providing ad performance data from competitors that can be useful for marketers looking to make adjustments to their own business

·        By identifying the drivers of a particular campaign’s week-on-week and month-on-month performance

Question 103: Which of these is a strong example of a business objective that needs to be identified when adopting an AI-powered solution?

·        Profit

·        Cost-per-click

·        Cost of goods sold

·        Marketing spends

Question 104: If you’re leading a marketing team and your team’s goal is to support Google’s  AI, which of these steps should you prioritize?

·        The creation of highly specified silos within the organization that allow for specialization and multiple budget owners.

·        The encouragement of teams to avoid experimentation in order to eliminate risk and help ensure stable levels of performance year-after-year.

·        The establishment of budget processes that define  digital marketing as a cost center for the organization.

·        The development of capabilities in key areas like high-quality data and a skilled workforce as a means of complementing  AI’s benefits.

Question 105: What value is gained by utilizing broad match keywords?

·        Broad match keywords let marketers exercise more control over the specific search terms to which particular ads line up, and they allow for volume to be limited.

·        Broad match keywords can help marketers maximize their reach to customers who are seeking out their offerings without having to spend time adding new keywords.

·        Broad match keywords are necessary to guarantee high performance — they must be included alongside exact match and phrase match keywords.

·        Broad match keywords guarantee that a keyword’s core concept remains in the search term while achieving comparable volume to exact match keywords.

Question 106: When developing an experiment intended to test Performance Max campaigns, which best practice should be followed?

·        Setting the Performance Max CPA or ROAS target to a level comparable to other campaigns

·        Running the Performance Max experiment 1-2 weeks before evaluating results

·        Setting an altogether new CPA or ROAS goal for Performance Campaigns

·        Limiting the Performance Max budget to 10% of other campaigns’ budgets

Question 107: A pet food store chain hopes it can increase the value of its  Google Ads campaign by creating its first value-based bidding strategy. What should it do first?

·        Develop a value-based Smart Bidding strategy in the store’s top two campaigns.

·        Develop a strong, goal-based measurement and attribution strategy

·        Develop a volume-based Smart Bidding strategy across all campaigns

·        Develop a big list of negative keywords to prevent traffic from uninterested customers

Question 108: What’s a common budget strategy in traditional marketing organizations?

·        Fully flexible budgets based on stock price performance

·        No set budget for a time period or initiative

·        Fixed annual budgets that do not change even if demand fluctuates throughout the year

·        Quarterly budgets that do not need approval to increase

Question 109: What is the value of running a true A/B test with campaign experiments?

·        A/B tests can help marketers understand if their trial campaign drove user action that wouldn’t have occurred otherwise.

·        In an A/B test, trial campaigns run at the same time as the original campaign, controlling for external factors (e.g. seasonality) that may otherwise bias results.

·        An A/B test runs one campaign at a time, allowing a true ramp-down period between each testing timeframe to declutter results.

·        An A/B test is designed to test multiple variables at one time, allowing advertisers to learn and quickly adjust their campaigns based on findings.

Question 110: You’re a  digital marketing manager for a large children’s clothing retailer that maintains a flexible budget for all campaigns. What best practice should you follow to see the best results from your budgeting flexibility?

·        Creating a different budget for campaign experiments and unanticipated market changes

·        Capping budgets at the average daily spend as a means of curbing unneeded spending during seasonal periods

·        Changing performance targets monthly or quarterly as needed to optimize AI-driven solutions

·        Utilizing shared budgets and portfolio bid strategies to get the most out of  AI on a flexible budget

Question 111: A digital marketer has chosen to upgrade their Smart Bidding strategy by incorporating value-based bidding. Which two  Google Ads tools should they routinely use? (Choose two.)

Select 2 Correct Responses

·        Keyword planner

·        Bid strategy report

·        Performance Planner

·        Ad strength rating

Question 112: What efforts should digital leaders prioritize in order to support Google’s  AI?

·        Build highly specified silos within their organization to allow for specialization and multiple budget owners.

·        Build capabilities in key areas such as high-quality data and a skilled workforce.

·        Create firm budget processes to solidify  digital marketing as an organization’s cost center.

·        Coach teams to avoid experimentation in order to eliminate risk and keep performance stable year-over-year.

Question 113: What’s the default match type for all keywords?

·        Phrase match

·        Broad match

·        Exact match

·        Negative match

Question 114: What’s the purpose of uncapping budgets to fully capture  AI’s benefits?

·        Google’s AI only works in newly created campaigns with budgets of at least $1,000 per day.

·        Campaigns that incorporate Google’s  AI spend more of their budget to reach more customers.

·        When a campaign’s budget is limited, a Smart Bidding strategy will convert back to manual bidding.

·        Campaigns need enough flexibility in the budget to allow Google’s AI to work to its fullest potential.

Question 115: An online bicycle retailer wants to create a Performance Max campaign to help them drive sales for a new line of electric bicycles. What first step should they take with Performance Max?

·        Put any Smart Bidding strategy into action in order to make bids across channels using  AI.

·        Limit sharing audience data to prevent human input from interfering with AI-powered operations.

·        Build strong creatives that are tailored toward the electric bicycles they’re selling.

·        Make their Google Merchant account separate from their  Google Ads account as a means of avoiding overlap.

Question 116: If a  digital marketing manager was switching over to a value-based bidding strategy for their campaigns, but needed to work within a fixed budget, which Smart Bidding strategy would work best for them?

·        Maximize conversions

·        Maximize conversion value

·        Target ROAS

·        Maximize clicks

Question 117: What kinds of factors contribute to an optimization score recommendation being surfaced in an account?

·        Insights gained from  machine learning and simulations that identify potential performance uplift based on a marketer’s business objective

·        The results of algorithms which identify the changes that would lead to the largest increase in campaign spend, irrespective of performance impact

·        When advertisers need to expand their business objectives, recommendations are surfaced.

·        Every type of recommendation is surfaced for every individual and manager account.

Question 118: A chain of sporting goods stores wants to boost the value of its  Google Ads campaign with a value-based bidding strategy. What should its first step be?

·        Enable a volume-based Smart Bidding strategy for all current campaigns

·        Make sure it has a strong, goal-based measurement and attribution strategy in place

·        Establish a value-based Smart Bidding strategy in their top two campaigns.

·        Create a large list of negative keywords to help eliminate traffic from uninterested consumers.

Question 119: A marketer is thinking about leveraging Google’s  AI solutions, using their own privacy-safe data, as a means of increasing value from marketing. What is a benefit of using their own privacy-safe data for this purpose?

·        The data is a very good indicator of industry-wide performance for  machine learning.

·        The data is easily replicable by various teams across their organization.

·        The data can be used to gauge competitor performance.

·        The data is high-quality, originating with their customers.

Question 120:  You’re working on a fixed annual budget but wish to test new initiatives through campaign experiments. What’s an effective way to create the budget flexibility you’ll need?

·        Deliver a quarterly budget review to a superior, for purposes of requesting additional funds for testing in the next quarter.

·        Allocate a percentage of the budget for use in testing and responding to changes in the market.

·        Establish a monthly or weekly sync with the finance team to share ideas and encourage flexibility in the budget.

·        Look over industry reports to better anticipate query demand for the coming year and funding that will be required to accommodate this.