Automatic bidding is ideal for
advertisers who:
Want to set their own bids for individual keywords
Want to save time managing bids based on hundreds of signals
Don’t
want to spend a lot of time managing keywords
Want to set their own bids for individual ad groups
When you use a automated/flexible
bid strategy, it will automatically optimize your bids based on:
Your search terms data
Your remarketing list
Your Quality Score
Your
performance KPI (Key Performance Indicator)
The codeless conversion tracking
solution is usually recommended for app downloads on Android OS over SDK or
server to server solution when speed and ease of implementation is a priority.
False
True
Which flexible bid strategy
might help improve the chances that your ad gets to the top of the page?
Target return on ad spend (ROAS)
Target outranking share
Target
search page location
Target cost-per-acquisition (CPA)
You can use a mobile specific
display URL to:
Show consumers that you are a large brand
Differentiate yourself from other advertisers
Effectively track conversions to your desktop site
Indicate
that you have a mobile-friendly landing page
_______ is a tool that can show
you what happens after a customer clicks on your ads; whether they made a
purchase, downloaded an app, or called your business.
Keyword planner
Sitelinks
App extensions
Conversion
tracking
50% of purchase-related conversions
happened within ______ of the mobile searches that initiated them.
half-an-hour
two hours
one hour
Which of the following is NOT
true about an app URL scheme?
The scheme is a part of the link that identifies which app to open
Schemes are automatically set up when you
create your app
Typically the website name appears in reverse; e.g., example.com
becomes com.example as a scheme
You can use “http” or a custom scheme that can start with the app or
website name
Which is a benefit of using server-to-server
app conversion tracking over an SDK?
If not
implemented correctly, adding the SDK and conversion tracking code could result
in bugs in the app
Server-to-server connections are easier to set up than code-less
conversion tracking
Adding SDK and conversion tracking changes to your app doesn't require
review by the Google Play Store
Adding multiple SDKs for various advertising or analytics platforms
have no impact on app code file-size
What is the most common way for
advertisers to monetize their app?
Ad buys Driving traffic to their mobile website to complete purchase
In-app
purchases
Charging for app downloads from the Apple iTunes or Google Play store
Where can app ads run?
Only on Admob
Only on the Google Play store
Within other apps, also known as in-app
Across
Display, Search, and YouTube
Mobile presents an opportunity
for a more targeted marketing message because you have an understanding of
context such as time, location, and proximity of the customer?
True
False
App remarketing allows you to
target people who:
Have
used your app before
Have searched for your app
Have searched for apps similar to yours
Have never used your app before
With YouTube Mastheads you can
get 100% share of voice, not just on the desktop YouTube site, but also across
screens with:
The AdWords mobile site and YouTube app
The
YouTube mobile site and the YouTube app
Video Search on Google The
YouTube mobile site and Google Play App
An advertiser with stores
throughout the country could use Location Extension Targeting to:
Target
users in the same way across all of their locations
Decrease bids by 50% for users who are within 10 miles of their stores
Target users who are within 20 miles of one particular city in the
country
Target users who are within 10 miles of one particular city in the
country
Viewable impressions:
Allow you to only pay for video ads that are viewed within an hour
Allow you to only pay for those ads that are actually viewed
Allow you to pay for ads that are viewed and also converted
Allow
you to pay for ads when they are displayed in a viewable position
Which of the following is the
main reason an app advertiser would want to use a 3rd party conversion tracking
company?
To have a single SDK to add to your app instead of one from each ad
network
To receive reporting on basic usage analytics
To have more control when communicating with each ad network
To see
which of an app’s new users came from recent advertising clicks or views
If you want to reach certain
categories of apps with in-app display ads, or if you know the apps you want to
target, you should:
Enable Active View reporting
Create a Display Network campaign targeted to mobile apps
Go to “Campaign Exclusions” from the Display Network tab
Create a
placement inclusion for mobile apps
An advertiser would NOT use
AdWords’ mobile offering to:
Engage with users who have already downloaded their app
Track conversions once a user downloads their app
Build a
mobile-optimized website
Advertise their app
A ______ specifies a location in
an app that corresponds to the content you’d like to show.
location link
location extension
deep
link
remarketing link
Assuming you are not using any
bid adjustment and you value mobile traffic over desktop, which bid adjustment
should you set?
Increase
bid adjustment for mobile
Increase bid adjustment for tablets
Increase bid adjustment for desktop
Increase bid adjustment for mobile and desktop
Which of the following is true
about apps?
Apps are
more geared towards retention, loyalty, and engagement
Apps are more geared towards acquisition purposes
Once a user downloads an app, they are likely to return and engage with
it
What time of day does mobile
usage generally peak?
Evening hours when people are at home
During working hours
Morning
and evening when people are commuting to work
Spread evenly throughout the day
How do upgraded URLs help
advertisers with 3rd party conversion tracking?
Manage a
single tracking URL at the campaign, ad group or ad level that is separate from
the landing page URL
Show app install ads only to people who haven’t downloaded the app yet
Show deep link URLs only to people who already have the app
Allow advertisers to direct users to the app store to download their
app
According to a Nielsen study,
what percentage of purchase-related conversions happened within an hour of the
mobile searches that initiated them?
25%
75%
0%
50%
Deep-linking allows:
Desktop users to be able to access deeper, more targeted sections
within a mobile app
Ads to direct customers into deeper, more targeted sections of the app
Ads to
direct new customers only into deeper, more targeted sections of the app
Mobile and desktop users to navigate within a mobile app
With a business in an eligible
country, advertisers can use website call conversions to track calls to a
Google Forwarding number on their site from users who arrived there from any
source
True
False
Once an advertiser opts in to
advertise with our search partners (the default setting) in their campaign
network settings, they should use _______ to have their ads populate within
Google Maps for Mobile.
product extensions
Location
extensions
mobile extensions
store visit extensions
App Downloads are conversions
that are tracked when a user downloads or installs a mobile application for the
first time.
False
True
To understand the full value of
mobile, you must take into account:
Cross device and mobile conversions
App
downloads, calls, store visits, cross device conversion, mobile conversions
Utilization of mobile ad formats, extensions, app and mobile site
design best practices
Mobile conversions
A(n) ____ gives your app users
the ability to open your app directly from other apps by clicking a link.
app index
website deep link
custom
deep link
AdWords cross-device conversions don't: / Which of the following is
incorrect about AdWords cross-device conversions?
Cross-device conversions help advertisers understand the device that
received the last ad click before the conversion
Cross-device
conversions do not track from desktop to mobile conversions, it only tracks
mobile to desktop conversions
Cross-device conversions help advertisers track conversions that
couldn't be tracked before in AdWords since they were attributed to another
non-AdWords channel like organic search or direct
iOS app conversion tracking
cannot be set up using:
SDK
Install confirmation feedback
Server-to-server (S2S)
Codeless
conversion tracking
Which of the following is true
about apps?
The number of app installs on Android tablets is increasing
Most
smartphone users download apps on a weekly basis
The majority of Android apps have been downloaded
Once a customer downloads an app, they will be likely to return
An app developer might use
remarketing if they wanted to promote a paid version of their game to all users
of the free version who reached Level 10 of the game.
True
False
Admob is ____
an ad extension
a custom deep link an app promotion ad format
AdWords’
non-owned and operated mobile app inventory
An app promotion ad format
Usage data allows advertisers
to:
Create
remarketing lists based on how frequently or infrequently a customer is using
their app
Create a conversion tracking list and add it to their app
Change bid adjustments based on mobile traffic
Add the conversion tracking tag to their app
When conversion data shows that
mobile drives more value, you would _____ your mobile bid. When conversion data
shows that desktop drives more value, you would ______ your mobile bid.
raise,
lower raise,
raise,
lower
lower
_______ are a type of ad format
that show extra information about your business.
App installs
Ad extensions
Deep link
ad
extensions
Which of the following is NOT a
type of mobile ad extension?
App extension
Call extension
Sitelink extension
Download
extension
What is an app engagement ad?
A
customized ad shown to users who already have the app in order to drive them
back to the app
A templated “engagement” image ad which allows you to add more text or
information to your ad
An ad which uses cookies to appear to users who have already downloaded
an app
An app extension which shows a link to your app below your ad
Sitelink extensions:
Decrease CTR rates as users are sent to specific pages of your site
Allow
advertisers to give users the option to land directly on specific pages of your
site
Show your business address, phone number, and a map marker with your ad
text
Allow targeted remarketing list users to land directly on specific
pages of your site
When should an advertiser use an
app extension instead of an app promotion ad?
With keywords intended to drive app download, but still give the option
to visit the mobile website
With
keywords intended to direct users to the mobile website, but still give the
option to download the app
To re-engage with users who have already downloaded the app
To run your ad on both Search and Display
Many successful mobile sites
have large “touch targets” for clicking that take into account ______
location where mobile is being used
time of day
responsive design based on touch
the lack
of precision on a touch screen
In AdWords, you can create and
manage video campaigns by using ___
“mobile app engagement” campaigns
“mobile app installs” campaigns
the
TrueView family of cost-per-view (CPV) video ad formats/video campaigns
“Masthead video” campaigns
The two types of conversions for
YouTube on mobile are:
Promotion views and engagement views
Promotion views and view-through conversions
Conversions
and view-through conversions
Download views and engagement conversions
iOS App Install confirmation is
a feedback mechanism which enables customers to receive confirmation from
Google every time an iOS app install event can be attributed to an AdWords ad
click or view. Why would an advertiser use this solution?
The advertiser is interested in cross-device conversions.
This is the only availabe method of conversion tracking for iOS.
The advertiser wants to count calls as conversions.
The
advertiser is using an in-house or third party app analytics system.
An advertiser with shops
throughout the country could use the location extension targeting to:
Target users who are within 10 miles of one particular city in the
country
Target users who are within 20 miles of one particular city in the
country
Target
users the same way across all of their locations
Decrease bid by 50% for users who are 10 miles of their stores
Auto exclusions allow:
Google’s
mobile app promotion template ads to be automatically excluded from showing to
users who have already downloaded the advertisers app
Google’s mobile app promotion template ads to automatically include
showing to users who have already downloaded the advertisers app
Google advertisers to exclude high install pricing
Google advertisers to exclude automatic bidding within their mobile app
Which of the following is true
about mobile optimized sites?
Mobile websites should only focus on task-based functionality, i.e. be
a stripped-down version of the desktop site
Mobile-friendly
experiences typically feature easy navigation, quick-to-load images, and
streamlined text
Visitors to your mobile-optimized site will be at the same point in the
purchase funnel as visitors to your desktop site
You should build your app before your mobile site
The App Overview report is a
summary of the most salient data from all of the Mobile App Analytics reports. Use this report to:
Gain insight into your competitor’s strategies
Review data about your users’ names, addresses, and income brackets
Assess
the general health of your app and to follow data trends
Review the code for your app and SDKs
The conversion optimizer for
apps allows:
AdWords to automatically take into account dozens of signals (location,
time of day, CTR, device, etc) and adjusts bids accordingly across search and
display inventory to help advertisers hit their desired Cost Per Click goal
AdWords to automatically take into account dozens of signals (location,
time of day, CTR, device, etc) and adjusts bids accordingly across search and
display inventory with the goal of helping Advertisers hit their desired Cost
Per Installs
AdWords
to automatically take into account dozens of signals (location, time of day, CTR,
device, etc) and adjusts bids accordingly across just search inventory to help
advertisers hit their desired Cost Per Install goal
AdWords to automatically take into account dozens of signals (location,
time of day, CTR, device, etc) and adjusts bids accordingly across search and
display inventory to help advertisers hit their desired Cost Per Impression
goal
A mobile app is an application
that can be downloaded and installed on your mobile device or rendered within a
browser.
True
False
Advertisers can use Website Call
Conversions to track calls to a Google forwarding number on their site from
users who arrived there from any source.
False
True
Setting up Mobile App Analytics
requires:
The “Edit” permission for a Google Analytics account and technical
knowledge of your app development environment
A
substantial number of app installs or conversions
A working knowledge of mobile click attribution technologies
To track conversion in an app,
you can add the AdWords Conversion Tracking SDK to your app. SDK stands for:
Schema Development Key
Software Deprecation Kit
Software
Development Kit
Schema Development Kit
Call Conversions help
advertisers understand the value that calls from their ads are driving by
counting calls of a minimum duration to a Google forwarding number as
conversions.
True
False
Showing your ads on top of the
mobile page in search results is beneficial because:
Ads above the results get more prominent notice with desktop screens.
There are also no ads on the right-hand side of the results on mobile
Ads below the results get more prominent notice with smaller mobile
screens. There are also ads on the right-hand side of the results on mobile
Ads above the results get more prominent notice with larger mobile
screens. There are also no ads on the right-hand side of the results on mobile
Ads
above the results might get more prominent notice with smaller mobile screens.
There are also no ads on the right-hand side of the results on mobile
Showrooming refers to:
The
phenomenon which turns brick and mortar stores into showrooms for products
which are then purchased online or via mobile
The phenomenon where various brands within similar categories compete
for brand placement on a mobile device
The phenomenon where brands sell specialty or limited quantity goods
through mobile
The phenomenon which turns brick and mortar stores into showroom apps
for mobile users
The Mobile App Analytics
Acquisition reports give you data about:
How your users spend time outside of your app
Which type of targeting has the lowest cost-per-acquisition
How much data your app has acquired
How
often your mobile apps are installed and opened
What is a lightbox ad?
A
cross-screen expandable ad format that optimizes for taps/swipes on mobile and
mouse-overs/clicks on desktops
A remarketing specific ad format to announce new features of your app
A type of ad format that shows extra information (“extending” from your
text ads) about your business
A mobile text ad Bottom of Form
What will you need before you
can set up conversion tracking for calls from an ad or from a website (Assuming
Google forwarding numbers are available in your country)?
A mobile specific site-link extension
An app published in the Google Play store
An
active call extension or call-only ad
A sales team and operating phone bank
What is an app install ad?
An ad format for advertisers to re-engage with users who have already
downloaded the app
An app
extension which shows a link to your app below your ad
A templated way to create text, banner, image, and interstitial ads
driving users to the Google Play store
A type of targeting used to match your ads to sites or pages based on
the keywords or topics you’ve chosen
Third-party analytics companies
can reduce complication for advertisers by providing them only one SDK to add
to their apps.
False
True
With a business in an eligible
country, call conversions help advertisers understand the value that calls from
their ads are driving by counting calls of a minimum duration to a Google
forwarding number as conversions.
True
False
To re-engage users with an app,
use the following strategies:
Build remarketing lists, engage in reactive outreach, offer something
free, and don’t track anything outside of installs
Build remarketing lists, engage in reactive outreach, use deep linking,
and track outside of installs for your most valuable users
Build general email lists, engage in reactive outreach, don’t use deep
linking, and don’t track outside of installs
Build
remarketing lists, engage in proactive outreach, offer something unique, use
deep linking, and track everything beyond installs to understand your most
valuable users
The path to conversion on mobile
is not the same as on desktop or tablet due to ALL of the following EXCEPT:
Functionality
Intent
Differing screen size
Context
For someone who wants to run a
display network campaign, which tool is the best suited for providing targeting
ideas and estimates:
Display Keyword Planner
Display AD Builder
Display
Planner
Display Ad Preview and Diagnosis
The mobile video Masthead is a
homepage ad similar to the desktop video Masthead and will appear on the
homepage of all of the YouTube mobile and tablet properties, including _____
the Android mobile app and m.youtube.com
both the iOS and Android mobile apps
the
Android native mobile app, the iOS app, and m.youtube.com
reserve in-stream ads
To find the right mobile bid,
you would calculate:
(mobile conversion rate / desktop conversion rate) x 100
(desktop conversion rate/ mobile conversion rate) – 1
(mobile conversion rate / desktop conversion rate) + 1
(mobile
conversion rate / desktop conversion rate) – 1
If your campaign is running on
the Display Network, your ads:
Are not eligible to show in mobile apps
Will only show on mobile apps that you select
Are
automatically eligible to show in mobile apps
Are only eligible to show in specific mobile apps
Select the one way NOT to track
app conversions.
Using an app analytics provider for your AdWords campaigns
Integrate the Google SDK in your app
Add a
Javascript snippet to your website
Using Codeless Android Install tracking
The Mobile App Analytics
Behavior reports give you data about:
The detailed ways users of your app interact with other users of your
app
The
detailed ways users interact with your app
How many people have downloaded your app through a referral from a
friend
In-app user satisfaction ratings
No comments:
Post a Comment