Google Ads Measurement Certification Exam Answers

Google Ads – Measurement Certification Assessment Answers The Google Ads Measurement assessment consists of 50 questions and you have 75 minutes to complete.

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A brand manager wants to show the value of his advertising by demonstrating the return on ad investment.

What’s his marketing objective?

• • •

Consideration Purchase Loyalty

•

Awareness

A clothing company wants to entice consumers to pay more for their products. To do this, the company launches an advertising campaign to position themselves as a luxury brand.

Which factor are they trying to improve?

• • • •

Unit cost Demand Volume Capacity

A customer is receptive to an upsell during a product purchase. Which part of the customer journey has been exhibited?

• • • •

Purchase Loyalty Awareness Consideration

A flower delivery business wants to raise their overall sales volume to increase profit. After analyzing their costs, they choose their most popular line of flower arrangements and run a promotion on those arrangements.

How would this promotion lead to higher profits?

• • • •

By lowering the cost of the flower arrangements to increase margin.

By raising the revenue to increase demand.

By lowering the price of the flower arrangements to increase demand.

By raising the margin on the arrangements to increase revenue.

A primary benefit of Google My Business is what it can tell you about how customers behave when they visit your listing.

Which Google My Business feature can you use to follow these interactions?

• • • •

Google My Business Reviews Google My Business Services Google My Business Insights Google My Business Info

After you’ve successfully installed a conversion tag on your website or app and a conversion action has taken place, where’s conversion data viewed within Google Ads? • •

In the Experiment tab, under the Calls from Ads column In the Overview tab, under the Total Page view column

• •

In the Recommendations tab, under the Success column In the Campaigns tab, under the Conversions column

Aiesha is dissatisfied with the conversion rate that her ads are generating for her retail website. She wants to make some changes to improve the conversion rate.

What should she do to achieve this? (Choose two.)

• • • • •

Not include prices that may eliminate customers.

Include names of her competitors in the keywords.

Use negative keywords to add limits to her ads.

Use general keywords to attract as many people as possible.

Use more specific keywords that limit the volume of clicks.

Allen is a marketing manager who received a series of ads from his creative team. He wants to use A/B testing to find the ads in the series that yield the best results.

Which type of ads will Allen compare?

• • • •

Ads used in identical ways, on the same channels, and directed at the same audience.

Ads with exposed groups, on the same message, and directed at the same audience.

Ads with unexposed groups, on the same budget, and directed at the same audience.

Ads with unexposed groups, on the same channels, and directed at the same audience.

An advertiser is using a global sitewide tag.

Where does the advertiser add a phone snippet on a website to use Google forwarding numbers in a Google Ads campaign?

• • • •

Between the tags of a web page, below the global site tag.

Between the tags of a web page, right after the global site tag.

Between the <\head> section, and requires no global site tag installation.

Between the tags of a web page, right after the global site tag.

An event tag is a code snippet that works directly with a global site tag to track customer actions specified by an advertiser as conversions.

Which types of event tags can be created?

• • • •

Page load and click Time onsite and referrer Total pages and load speed Page duration and visit

You’ve set up conversion actions for your online retail site. Now you want to set up conversion tracking tags to gain some deeper insights into how people engage with your ads.

Match the required tagging action with the corresponding conversion measurement.

1. You use Google Ads conversion tracking with Google Analytics already implemented on site.

2. Google Analytics Imported Goals/Transactions 3. Google Tag Manager for Google Ads 4. Google Ads conversion tracking • Link Google Ads and Analytics (1) • Add on the conversion linker to Google Tag Manager (3) • No action required (4) • Install gtag.js tags (2) You’ve been hired as a consultant to help an online store owner. You need to complete the implementation of conversion tracking tags into their website.

What are two ways that Google Tag Assistant can help you with this task? (Choose two.)

• • • •

It automatically creates tag code snippets.

It creates the Google Click Identifier tag (GCLID).

It tells you which tags are on each web page.

It provides reasons why tags aren’t working.

You’re working in your Google Ads account and set up offline conversions. You need to download the template for “Conversions from Clicks.”

Which two file types are supported by conversion templates? (Choose two.)

• • • • •

CSV XML Google Sheets Google Forms HTM

You’re setting up website call conversion tracking for your business, using Google Ads. If you don’t want to manually edit your store’s website code, what must you do?

• • • •

Create a Google Click Identifier (GCLID) that will download to the caller’s smartphone.

Create a Google Click Identifier (GCLID) that will appear on each page of your website.

Create a phone snippet to replace your store’s number with a Google forwarding number.

Create a phone snippet to identify and log the phone number of the caller for tracking.

You’re setting up offline conversion tracking. You need to upload offline data into your Google Ads account.

Which two formats are supported? (Choose two.)

• • • • •

Google Docs XML Google Sheets CSV HTML

Your company’s created a collection of two-to-three years’ worth of weekly data for every driver of sales, including all marketing channels, but also across areas like price promotions, distribution, and product changes. You can now analyze ROI (return on investment) for each media channel to determine the ones you should continue to invest in.

Which analysis technique have you used?

• • • •

Media mix model Attribution Machine learning Cross-channel

Your Google My Business listing can help customers reach you in a variety of ways. Customers can use a listed address to visit your location. They can also use a phone number to place a call.

Which other method, if properly set up, can customers use to contact your business?

• • • •

Google My Business Chat Boxes allow your customers to talk to a bot you programmed.

Google My Business Messaging allows customers to text directly from your listing.

Google My Business Video Calling lets customers video chat with you in real time.

Google My Business Meeting allows your customer to set up a web meeting with you.

Your company’s created a collection of two-to-three years’ worth of weekly data for every driver of sales, including all marketing channels, but also across areas like price promotions, distribution, and product changes. You can now analyze ROI (return on investment) for each media channel to determine the ones you should continue to invest in.

Which analysis technique have you used?

• • • •

Enable your Google Analytics account in the Google Publisher Toolbar.

Link your Google Firebase account with Google Analytics.

Make Google Firebase your attribution provider.

Insert a required JavaScript code onto each web page of your site.

You’re reviewing the campaigns report in your Google Ads account to find out how effective your current ad campaign is. You’re particularly interested in finding out how many people clicked each ad, even if the click didn’t result in a sale.

In which two columns of the campaign report will you see these metrics? (Choose two.)

• • • •

Conversion value/click View-through conversions All conversions Assisted conversions

You’re serving on a marketing team for an online client, and you’ve been asked to create a list of key performance indicators (KPIs) to help improve the effectiveness of a current online ad campaign.

What are two guiding principles that will help you create these KPIs? (Choose two.)

• • • • •

KPIs are available once an ad campaign is complete.

KPIs are media-channel specific.

KPIs should be chosen from one metric for a campaign.

KPIs are quantifiable over a period of time.

A KPI is a measurement of success.

An executive at a clothing company is looking to define overarching goals for his company.

What’s the executive defining?

• • • •

Media objectives Business objectives Marketing objectives Campaign metrics

An extra line is included within an ad when location extensions are added to a Google Ad campaign. All it takes is linking Google My Business with a Google Ads account.

What can users see when an ad with location extensions is displayed?

• • • •

A call-to-action, a collection of services, or a digital coupon code A website sitemap, specific page links, or a web search button A phone number, a messaging button, or newsletter sign-up link An address, a link to see the business on Google maps, or specific distance to location

Ansel is planning a Google Ads campaign for his new plumbing client. He knows the client’s top priority is new contact form submissions. His client is also interested in measuring newsletter subscriptions.

Which two conversion actions can Ansel measure to showcase the campaign’s results in the client’s two areas of interest? (Choose two.)

• • • •

Purchases Directions Leads Sign-ups

•

Pageviews

Anthony has a dog-walking business that he manages online, and he’s adopted Google Ads to drive more traffic to his website. He’s one month into his first campaign on Google Ads, now reviewing his conversion data to determine how his ads are performing. He sees that his view-through conversions (VTCs) are low. He’s not sure what VTCs are and what this data means Knowing which two facts about VTCs would help Anthony better understand his conversion data? (Choose two.)

• • • •

VTCs are recorded when users interact with an ad and then later convert.

In conversion reports, VTC data are included in the conversions column rather than being separately addressed.

A view is counted if a person watches an ad for up to 30 seconds OR clicks on a part of the ad.

VTCs are conversions that are recorded when users view (but don’t interact with) an ad and then later convert.

Antonio runs an online retail site and wants to set up a sitewide tag to measure online conversions for his future Google Ad campaigns. He’s already set up conversion actions and has Google Tag Manager managing tags on his site.

Which tag type should he choose to complete this process?

• • • •

Google Ads Conversion Tracking Conversion Linker Google Optimize Floodlight Counter

As the director of advertising for a software company, Susan’s considering her customers’ journeys.

What’s the first step her potential customers will take?

• • • •

Provide contact information View an online advertisement Respond to a call-for-action Demonstrate loyalty

Bill owns a company called Wild Bill’s Bracelets that sells custom jewelry. He launched a Search campaign to drive sales of his custom-made bracelets on his website.

How can Bill create effective messages that drive more customers to purchase his jewelry?

• • • •

He can use Display upsell ads.

He can use videos to tell stories.

He can highlight brand attributes.

He can use brand-specific search terms.

Brad wants to link his Firebase account to his Google Ads account for his e-commerce app.

What are the required minimum permissions for Brad’s Google account to be able to do this?

• • • •

In Firebase, the account needs to be an owner on the project you want to link.

The Google account needs Standard access in Google Ads. In Firebase, the account needs to be a Firebase Develop Admin.

The Google account needs to have owner access in Google Ads.

Brenda implemented conversion tracking tags for her website. She’s reviewing the total conversions across her ads, using the campaigns report. She’d like to see the total for each conversion type.

How can she accomplish this?

• • • •

By opening her assisted conversions report.

By switching to the attribution overview report.

By segmenting the data by conversion action.

By adding columns for each conversion type.

Brenda’s meeting with the web developer of her retail website concerning the integration of conversion tracking using Google Ads. The web developer needs to set up conversion tracking tags.

What’s required to accomplish this?

• • • •

A sitewide tag must be added for each conversion action.

The required code snippets must be inserted within an inline frame.

Conversion tracking tags must use HTML5 for all site pages.

Auto-tagging must be turned on in all of her Google Ads.

Brenda’s promoting her business with an Android app using in-app billing. She wants to measure how effectively her ads are driving in-app purchases using Google Ads. Which two attribution partners can Brenda choose between to link to her Google Ads in order to accomplish this? (Choose two.)

• • • • •

Google Play Google Campaign Manager Google Ads Google Firebase Google Analytics

Brianna has a physical store that she’s successfully managed for 10 years. Her products aren’t designed to sell and ship online. She recently created an online website and app to advertise her business. Now she’s interested in using Google Ads to create an ad campaign and measure its effectiveness.

How will offline conversion tracking help Brianna?

• • • •

Brianna can convert offline customers into online shoppers.

Brianna can measure how many shoppers intend to visit her physical store.

Brianna can track conversions for first opens for her app.

Brianna can measure offline sales initiated from an ad click.

By linking a Google My Business account with a Google Ads account, you’re able to create location extensions.

Which information can location extensions display?

• • • •

Your phone number, your e-mail address, or your business website Your discounts, your pricing, or all your special sales and promotions Your service reviews, your star rating, or third-party vendor testimonials Your address, a link to your location on Google maps, or the distance to your business

Camila has an online store and is using Google Ads to improve her online advertising efforts. She currently has Google Analytics set up for her website and now wants to set up conversion tracking in Google Ads. What must she do in order to make conversion tracking effective?

• • • •

Link her Google Ads and Analytics accounts Select the Conversion Linker as her tag type Use a custom HTML tag on the site’s landing page Select Google Optimize as her tag type

Carlos has a physical store and doesn’t have the ability to sell his products online. But he still advertises online and wants to measure how effective his online ads are in driving new customers in-store and generating new sales.

What is the best way for Carlos to achieve this within Google Ads? • • • •

Create a new audience to represent offline shoppers.

Import offline conversions.

Use Audience insights to define an offline audience.

Use Attribution Modeling to analyze offline purchasers.

Cliff is a marketing manager who received a series of ads from his creative team. He wants to compare data between those ads using A/B testing.

Which type of ads will Cliff compare?

• • • •

Ads used in identical ways, on the same budget, and with exposed groups.

Ads used in identical ways, on the same channels, and directed at the same audience.

Ads used in identical ways, on the same budget, and used in brand lift.

Ads used in identical ways, on the same channels, and with unexposed groups.

Conversion measurement is an excellent way for businesses to understand how users are engaging with their brand.

Match each conversion action to a relevant example of a business need.

1. Jenna would like to know how many users are visiting a specific page on her client’s website.

2. Edith is interested in tracking how many users are signing up for her newsletter each month.

3. Durene would like to measure how many sales of a specific product are made.

4. Travis wants to measure the number of new customers his campaigns are producing for a client.

• Purchase (3) • Sign-up (2) • Pageview (1) • Lead (4) Cory owns a custom purse-design business. He launched an advertising campaign featuring purses made of environmentally friendly materials. He’s followed his customers through their entire journeys.

What should Cory do to move his customer journey forward when a potential customer shows a strong interest in a product?

• • • •

Offer them a specific call to action Send targeted advertising Show them more ads for services Ensure brand loyalty

Cory owns a custom purse-design business. He launched an advertising campaign featuring purses made of environmentally friendly materials. He’s followed his customers through their entire journeys.

What’s Cory’s final aim when engaging customers in their journey?

• • • •

To build brand loyalty To give them a call-to-action To place his ads in a customer-centric channel To get a customer to make their first purchase

Creating a call conversion in Google Ads and adding a phone snippet to a web page allows advertisers to use a Google forwarding number.

What does this number allow you to monitor?

• •

The length of each call and time it took place.

The specific ad that led to a call conversion.

• •

The first and last name of the caller, and their home or business address.

The reason for the call, and the specific zip code the call originated from.

Darian has a gourmet cupcake business and needs a website to compete with the other bakeries in his area. He has a Google My Business listing and wants to use the website builder to create a personalized design for his business.

What are the steps, in order, for building a website using Google My Business? (List the first step at the top.)

1.

2.

3.

4.

5.

Darian signs into his Google My Business.

Darian selects Website from the Home menu.

Darian updates all his relevant business information.

Darian adds images, including a cover photo and virtual tour.

Darian chooses a unique domain and points it to the website.

David owns a retail business that just implemented a web app to supplement sales. He needs to choose an attribution partner to integrate the app for in-app conversion tracking.

Which two are available attribution providers? (Choose two.)

• • • •

Google Firebase Google Analytics Google Play Salesforce

DeShawn uses Google Ads. He wants to enable website call conversion tracking so he can see how his current ad campaign is driving users to call the number on his business website.

How are the calls tracked to DeShawn’s account?

• • • •

The conversion name for DeShawn’s store The phone number listed on his official store website The assigned Google Click Identifier A dynamically created Google forwarding number

Due to Google Analytics providing a cross-channel view of the customer journey, there’ll be differences in the way conversions are measured between Google Analytics and Google Ads. Which is a difference you should be aware of?

• • • •

Return on ad spend Machine learning Total tax deductions Reporting freshness

Each Google My Business location has a unique ID that applies changes to the right listing.

What’s the name of this unique ID? • • • •

Store Number Store Category Store Code Store Identifier

Everett just finished building a website for his bus-touring company using the Google My Business website builder. He followed the required steps, and is eager to see his new website live on the web.

After pointing the domain at his new website, how long does it usually take for the site to appear online if the site is built correctly?

• • • •

It should be up on the web after a 24-hour review.

It will take exactly three days to be published.

It takes one week for the site to be reviewed and published.

It should be live on the web in only a few minutes.

Felix launched a Google Search Ad campaign to drive sales of tools on his home improvement website.

After reviewing sales data from the first week, Felix notices higher sales from ads with a specific picture of his tools. He changes the pictures of his other ads to be similar to the successful ads.

Which type of channel optimization is Felix using to drive higher tool sales?

• • • •

Creative Targeting Media Mix Bidding

Felix launched both a Google Search Ad campaign and a Google Display Ad campaign to drive sales of tools on his home improvement website. He reviewed his sales data after two weeks and noticed his Search Ad campaign is the most successful.

Which optimization type should Felix use if he wants to use bidding or targeting to acquire more customers?

• • • •

Media Mix Channel Attribution Placements

Felix launched both a Google Video Ad campaign and a Google Shopping Ad campaign to drive sales of lumber on his home improvement website. He reviews his conversion data after two weeks and notices

his video ads campaign seem to be assisting in driving higher lumber sales. He moves more of his budget to the Video Ads campaign.

Which type of optimization has Felix used to drive higher lumber sales?

• • • •

Bidding Optimization Media mix optimization Targeting Optimization Creative Optimization

Gail is a marketing manager who received a series of ads from her creative team. She wants to improve her ad content by using A/B testing.

Which type of ads will Gail compare?

• • • •

Ads with exposed groups, on the same message, and directed at the same audience.

Ads with unexposed groups, on the same budget, and directed at the same audience.

Ads used in brand lift, on the same channel, and directed at the same audience.

Ads used in identical ways, on the same channels, and directed at the same audience.

Google Marketing Platform is as effective for small businesses as it is for enterprises. In fact, only two products aren’t available in the Small business version of Google Marketing Platform.

What are these two products? (Choose two.)

• • • • •

Tag Manager Search Ads 360 Surveys Data Studio Display & Video 360

Google My Business gives businesses a variety of ways to promote their goods and services to users online.

What are the key benefits of Google My Business?

• • • •

Share information with customers, capture personally identifiable information, send emails to visitors, and track their online movements.

Share visitor information with vendors, forecast sales, complete ecommerce transactions, and gain insights into purchase history.

Share information with competitors in your market, capture visitor’s personal information, and complete transactions online.

Share information with customers, manage multiple listings together, engage with customers, and get insights on customer behavior.

Google My Business helps businesses engage their customers in the moments that matter most.

What are two ways Google My Business accomplishes this? (Choose two.)

• • • • •

Qualifies new leads.

Communicates with customers.

Enables remarketing to visitors.

Responds to reviews.

Shows converted sales.

Google My Business provides businesses with opportunities for connecting with their customers online.

What are two ways Google My Business would help engage your customers? (Choose two.)

• • • • •

It offers clear, specific, quick, and accurate directions to your business.

It completes transactions for goods and services using credit cards.

It automates follow-ups and generates reviews for your listed business.

It allows your customers to make bookings right from your listing.

It compares your pricing with that of similar businesses.

Google My Business verification has specific requirements for approval: the business name must be exactly as it appears in real life, and the business can’t have multiple locations in one physical address.

What’s the third potential reason for disapproval in the verification process?

• • • •

Location has no photos.

Location isn’t yet open.

Location uses one category.

Location includes no posts.

Heather created KPIs (key performance indicators) for her shoe company. She’s using metrics to determine whether or not those KPIs have been met.

Using the dropdown menu, select whether each option is one of Heather’s KPIs or a metric.

1.

2.

3.

4.

• • • •

Increase sales of high-heeled shoes by 10% this year Increase of 10% in number of full video ad views on YouTube Increase online orders by 5% this quarter Increase of 20% in response rate to Google Search Ads for high heels Metric (2) KPI (1) Metric (4) KPI (3)

Heather’s using Google Ads to promote her online olive-oil business. She’s setting up a conversion action to measure how effectively her ad campaign is increasing sales on her website.

Which category of conversion action should Heather select as part of the setup?

• • • •

Set-up Lead Purchase Page view

How can a Google My Business location can be verified?

• • • •

By mobile, credit, or application By phone, e-mail, or postcard By license, agent, or engines By index, payment, or vendor

How does Google My Business help businesses reach more customers when it matters most? (Choose two.)

• • • • •

By providing insights on customer behavior.

By helping them understand the actions of similar businesses.

By engaging their customers online.

By lowering overall bounce rates.

By improving their mobile site speed.

How is credit dynamically attributed to each touch-point in data-driven attribution?

• • • •

It gives more credit to the touch-points closest to the conversion.

It algorithmically evaluates individual customer paths to assign credit.

It is distributed evenly to every single touch in a buyer’s journey.

It assigns the last touch-point 100% of the credit for the conversion.

If you have ten or more locations, you can bulk upload those locations to Google My Business using a spreadsheet that contains five important fields.

Match the fields to their descriptions.

1. This field contains your phone information and your business’s web domain.

2. This field contains the information your customers use to find and visit your business in the real world.

3. This field contains the unique ID assigned by the Google My Business system to each of your locations.

4. This field contains one of nine selections that define your business type.

5. This field contains the identifier that users will see when your business is found on Google My Business.

• Phone and Website (1) • Business Name (5) • Categories (4) • Store Code (3)

•

Business Location (2)

If you’re interested in tracking conversions in your Google Ads campaigns and have Google Analytics already installed, there’ll be differences in the conversion data reported by the two systems.

What are two of these differences? (Choose two.)

• • • • •

Differences in conversion counts Differences in attribution Differences in ad placement Differences in base pricing Differences in metric formatting

If you’ve set up conversion actions in Google Ads and Google Analytics, you’ll notice differences in the way this data is calculated between the two platforms.

What’s one of these differences?

• • • •

The cost of products The number of product returns The date of transaction The return on investment

In a survey, a customer shows a strong preference for one brand over another.

Which general metric does this behavior fall under?

• • • •

Consideration Awareness Loyalty Purchase

In Google My Business, where can you find the number of Google My Business visitors that are receiving driving directions to your location?

• • • •

Google My Business Maps Google My Business Messaging Google My Business Photos Google My Business Insights

Jamelle wants to use Google Ads to advertise his website. He’s considering using one of the available Smart Bidding strategies that Google offers.

What are two Smart Bidding strategies that Jamelle can use for his upcoming campaign? (Choose two.)

•

View-through impression

• • • •

Maximize conversions Enhanced CPC Target impression share Maximize clicks

Jared handles marketing for a chain of restaurants that feature high-end bars. He added a bar and its restaurant as separate locations in his bulk upload, even though they share an address. Both were disapproved.

What caused the disapproval?

• • • •

The listing must be created using a separate email address.

State or federal permission is required to change the address.

Multiple locations can’t be uploaded at the same physical address.

Editorial approval must be received to use the same address twice.

Jerran is a marketing manager at an advertising agency. His client would like to track contact form submissions originating from their Google Ads account. The client has a global site tag successfully installed, so Jerran can use an event tag to track this conversion action.

Which type of event tag should Jerran use?

• • • •

A click event tag A social event tag A page load event tag A reload event tag

Jon implemented conversion tracking tags for his website. He recently released an app as well. Jon’s reviewing the totals across all conversions using the campaign report in Google Ads, but he wants to see the conversion results specifically for app installs and first opens.

How can he accomplish this?

• • • •

By viewing the data by Impression-assisted conversions.

By adding a column for each app conversion type in Campaigns.

By segmenting the data by conversion action in Campaigns.

By viewing the paths report and sorting by conversion type.

Joshua is creating a new Google Ads campaign and wants to track specific actions customers take on his website. He knows that a global site tag has been implemented on the site, making the use of event tags a possibility.

Which two types of event tags can Joshua create? (Choose two.)

• •

Click Session time

• • •

Page load Download Bounce Rate

Julie is trying to determine why there are such dynamic fluctuations in the conversion volume of her online website in the past three months. She begins investigating possible causes for the fluctuations.

What are two recommended actions she can take in her investigation? (Choose two.)

• • • •

Introduce ad changes to see if conversion volume fluctuates in a similar pattern as the current fluctuation.

Have other members of her marketing team double-check her conclusions to rule out user error.

View the Time Lag Report to better understand her visitor’s conversion path.

Review the full history of her account changes over the specific date selected, as ad changes might affect conversions.

Kathy released a gaming app and needs to set up conversion tracking for first opens of the app. To do this, she linked her Firebase project with Google Ads. Which access permission did her Google account need for her to do this?

• • • •

Standard access in Firebase Standard access within Google Ads Administrative access in Firebase Administrative access in Google Ads

Kellie wants to buy an expensive purse from a local accessory store. As a savvy consumer, Kellie wants to find an exact brand at the right price.

Which strategy will help an accessory store engage Kellie throughout her customer journey, from the time she begins research to the time she purchases the purse?

• • • •

A brand-focused strategy A pay-per-lead strategy An online-to-offline strategy A social-media strategy

Kevin created an app with Firebase that links the inventory of his business to his online store, which he’s promoting on Google Ads. He wants to track sales from the app and needs to link his Firebase and Google Ads accounts.

Which permissions will Kevin’s Google account need to link Firebase to Google Ads? • •

Standard access in Firebase Owner on the project permissions in Firebase

• •

Standard access in Google Ads Owner on the project permissions in Google Ads

Kyler’s using conversion tracking tags to gain insight into how effectively his ads are converting customer transactions for his online store. But he notices that conversions aren’t functioning.

What can help him troubleshoot this issue?

• • • •

Conversions report Google Tag Assistant Google Analytics Google Ads Conversion Tool

Larry owns a dry cleaning business and would like to give his customers every opportunity to reach him.

His Google My Business panel provides his phone number, but he knows some of his online customers would prefer to text for information.

How can Google My Business help Larry?

• • • •

Larry can set up Messaging by adding a mobile number to Google My Business.

Larry can use credit card purchase text credits from Google My Business.

Larry can set Google My Business to transcribe voice mails to text messages.

Larry can set Google My Business to automatically respond to online queries.

Levi is an experienced marketing strategist for a software company that sells a learning platform to public schools. He has developed healthy individual measurement habits that drive his success in constantly evolving his company’s marketing strategies to the changing needs of the schools.

What are two habits Levi has developed to help him evaluate and adapt his marketing strategies?

(Choose two.)

• • • • •

In meetings, he asks every person, “What do you think?” This allows him to overcome HIPPO, or listening to the “highest paid person’s opinion.”

He runs tests continuously, increasing data points that help inform important strategic decisions.

He isolates and analyzes data that prevents failure, which optimizes the outcomes of his experimental marketing campaigns.

He keeps all sales data in his CRM’s private dashboard, freeing his teammates from seeing data that will distract them from doing their jobs.

He starts his day by looking at how well he is doing on his company’s key performance indicators.

Levi’s an experienced marketing strategist for a software company that sells a learning platform to public schools. He developed healthy individual measurement habits that drive his success in constantly evolving his company’s marketing strategies to the schools’ changing needs.

What are two habits Levi developed to help him evaluate and adapt his marketing strategies? (Choose two.)

• • • •

He brings data to all his meetings. Data is at the center of every decision made.

He starts his day by looking at how well he’s doing on his company’s key performance indicators.

He maintains a set of preferred media channels that are proven to be effective and don’t need to change.

He values what his coworkers think and encourages them to give their opinions in his marketing meetings.

Linda is viewing the campaign report in her Google Ads account after successfully implementing conversion tracking tags for her website. She sees that at least two of her ads generated over 100 Viewthrough conversions.

Which two count as View-through conversions? (Choose two.)

• • • • •

Someone watching up to 30 seconds of those ads.

Someone closing one of those ads within five seconds.

Someone clicking on a part of those particular ads.

Ads that were viewed and converted in an offline transaction.

Ads that deposit a cookie onto someone’s computer.

Linking a client’s Google My Business with Google Ads allows for the creation of location extensions.

Which statement is true about location extensions?

• • • •

Location extensions replace traditional ads with a delivery focused specifically on sharing location information with customers.

Location extensions share all of the reviews from your Google My Business listing, to entice customers to visit your location.

Location extensions add an address, a link to see the business on google maps, or the distance a user is from the location to campaign ads.

Location extensions provide a messaging button, your phone number, and your business’s e-mail address for customer inquiries.

Madison owns a retail clothing store. Her marketing consultant says that with all the technology at their disposal, customers will go back and forth across multiple channels before choosing to buy an outfit at her store. The consultant recommends that Madison think about her customer’s journey before they actually arrive at her store.

Which type of strategy is Madison’s marketing director suggesting to help her drive sales at her physical location?

• •

Search optimization Website-to-email

• •

Lead manipulation Online-to-offline

Marisol owns a busy yoga studio popular with local college communities. Her customers call daily to check on class times, availability, and pricing, which takes too much of her staff’s time. Marisol would love to use Google My Business to provide the answers these customers need, without requiring her staff to take calls.

Which feature of Google My Business could Marisol use to accomplish this?

• • • •

Google My Business Informer allows her to set a robocall to answer and inform phone callers.

Google My Business Call Center lets her dictate a message that’s then read by a professional.

Google My Business Redirect lets her decide to which phone line and device a caller is directed.

Google My Business Messaging lets her send a quick text that answers her customers’ questions.

Mary is a marketing manager for a nationwide vegan restaurant chain. She wants to reach potential customers across two media channels focusing on specific audience behaviors.

Which two channels could she choose to reach her desired objective? (Choose two.)

• • • • •

Video Display E-mail Radio Search

Mary’s a marketing manager for a nationwide restaurant chain. She’s considering which channel she should use to advertise her restaurant’s new menu upgrades. She decides to use traditional channels.

Which traditional channel should May use to reach a broad audience?

• • • •

Search Social media Email Television

Mary’s a marketing manager for a nationwide vegan restaurant chain. She’s considering which digital channel she should use to advertise her restaurant’s new menu upgrades to people who prefer vegan food.

Which two digital channels could Mary use to reach her audience? (Choose two.)

• • • • •

Video Print Radio E-mail Television

Match each product available in Google Marketing Platform for Enterprise with its description.

1.

2.

3.

4.

• • • •

Helps them understand their data Manages all their marketing tags Gets valuable customer feedback Makes interactive charts and graphs Analytics 360 (1) Surveys 360 (3) Tag Manager (2) Data Studio (4)

Match each product available in the Google Marketing Platform Small business version with its description.

1.

2.

3.

4.

5.

• • • • •

Simplify managing your marketing tags Get invaluable customer feedback Helps small businesses understand their data Helps fine-tune your website property Build charts, graphs, and custom reports Surveys (2) Analytics (3) Optimize (4) Tag Manager (1) Data Studio (5)

Match each report with its description.

1. 1 Shows the average number of days, ad clicks, and ad impressions it took users to convert.

2. 2 Shows how many conversions were received for each conversion action.

3. 3 All the conversions assisted by clicks, except for the last click for each keyword.

4. 4 Helps evaluate and optimize performance using the current attribution model.

• Campaigns report (4) • Top Conversions report (2) • Assisted Conversions report (3) • Attribution Overview report (1) Measuring conversion actions can help you better understand how users connect with your brand.

Which are conversion actions you can measure?

• • • •

Purchase, lead, page view, and sign-up Organic discovery, and directory referral Social media account shares, and likes Unsolicited walk-ins, and product deliveries

Olyana works at a digital marketing agency. She’d like to use Google forwarding numbers to track the duration of calls originating from one of her client’s campaigns. She created a conversion action for call conversions inside Google Ads, which produced a tag for her to download.

What is this tag called?

• • • •

A message snippet A multimedia snippet A console snippet A phone snippet

Once you’ve established conversion actions in your Google Ads account, you’ll be provided with a conversion tracking tag.

What should you do with this snippet of code to successfully track conversion actions?

• • • •

Add the conversion tag to your website or app.

Add the code snippet to your sales receipts.

Add the code to your Google Ads campaigns.

Add the conversion tag to all social channels.

Peter has a website that promotes his local vacation rental site. He uses Google Ads to manage his advertising campaign. He’s cross-referencing his purchase conversions with his backend CRM, and the data isn’t matching up.

What’s an attributed reason for this discrepancy?

• • • •

The CRM doesn’t support the unique order ID. Peter has enabled the View-through conversion column.

Conversion tracking is generating duplicate conversions.

Peter modified the event tag to capture a unique order ID.

Raven has successfully added her location to Google My Business. She knows she has options for verification, including use of a phone call or e-mail.

How else can she verify her location?

• • •

With a downloaded mobile app.

With a state-issued business license.

With a visit to a local Google office.

•

With a postcard delivered by mail.

Richard’s a marketing executive for an online leather-goods retailer. He’s focused on data measurement to drive sales of his company’s belt lines. He turned to Google’s automated machine learning to help his company gain a competitive advantage in the marketplace.

What’s an important first step that Richard must take to succeed at automation?

• • • •

He needs to learn the data models used by Google’s automation systems.

He needs to assign data values to his manual optimization processes in real time.

He first breaks down his organization’s data silos to ensure data quality. That lets the correct data get recorded by Google’s machine-learning algorithm.

He needs to build data spreadsheets that can be entered into Google’s automation system.

Rodney’s trying to set up offline tracking using his Google Ads account. He downloaded the conversion template he wants to use. He adds the appropriate offline data and modifies it. When he tries to upload the template, the import process fails.

What will cause the import process to fail?

• • • •

Rodney hasn’t added any data to the Conversion Name field.

The GCLID field’s been removed from the conversion template.

Rodney’s account isn’t assigned to the Firebase Develop Admin role.

Rodney’s trying to upload an Excel file rather than Google Sheets.

Sara is analyzing the conversion data of her video ad campaign in Google Ads. She wants to see a summary of, on average, how many days, ad clicks, and ad impressions it took users to convert a customer.

Which report will provide her with this information?

• • • •

The click analysis report The attribution overview report The campaigns report The conversions report

Sarah’s a digital marketing consultant. With 90% of sales still taking place in a physical location, she knows her clients need to reach customers throughout their journey to ensure the best chance at a sale.

Those customers need to find her client’s products across multiple channels.

Which type of marketing strategy can Sarah use to drive sales to her client’s physical locations?

• • •

A search engine optimization strategy to rank for keywords.

Third-party lead generation to qualify inbound leads prior to contact.

An online-to-offline strategy to drive offline sales with online ads.

•

A strategy designed to mimic all ads directly from similar local businesses.

Sara’s a marketing executive for an online clothing retailer. She’s focused on data-driven measurement to drive sales of her company’s clothing lines. She turned to Google’s automated machine learning to help her company gain a competitive advantage in the marketplace.

What does Sara do to succeed at automation?

• • • •

She needs to learn the data models used by Google’s automation systems.

She needs to choose a CRM that can process the data from Google’s automated machine learning.

She needs to assign data values to her manual optimization processes in real time.

Sara first breaks down her organization’s data silos to ensure data quality. That lets the correct data get recorded by Google’s machine-learning algorithm.

Senior executives at a global manufacturing company are determining the key performance indicators they’ll use to judge how effective their online video advertising campaigns will be on Google Ads. What guidelines are they creating?

• • • •

Marketing objectives Campaign metrics Media objectives Business objectives

Sidney’s in his Google Ads account and wants to analyze how effectively his video ads drive conversions on his website. He’s currently reviewing the attribution report.

What information will this report provide him?

• • • •

Statistics that compare multiple ad groups and ad campaigns.

Performance data comparing his current attribution model with similar websites’ models.

Data that compares his ads to ads from similar businesses to see which ones are most successful.

Data about the customer paths that lead to conversions for his online business.

Sometimes it is not possible to measure the success of a Google Ads campaign that is aggregated across multiple channels, as is the case with measuring brand awareness and brand favorability.

Why is it difficult to determine performance across multiple channels?

• • • •

Multiple channels survey only ad-exposed groups of users.

Multiple channels aggregate all your data into a single view.

Multiple channels consolidate campaign data for actionable insights.

Multiple channels may use different tools to measure brand lift.

Susan’s created a gaming app, which she’s promoting on Google Ads. She wants to track first opens of the gaming app.

What must she do first, before she can begin tracking opens of her app?

• • • •

Link her Firebase and Google Ads account.

Set up Google Analytics with her app data.

Assign values to search attribution.

Automate her bidding strategies.

Tara knows Google My Business is a great way to share information and engage her customers online.

But she’s worried because she has multiple locations, and management may be too difficult.

How does Google My Business address Tara’s concern?

• • • •

Tara can create multiple Google My Business accounts for each location.

Tara can access each Google My Business account on a different device.

Tara can manage multiple Google My Business listings together.

Tara can set her Google My Business account to automatic.

To avoid double counting, what will have to be removed from a website page prior to the addition of an event tag?

• • • •

All images in JPEG format Any legacy conversion tag Any social-media links on-page All web pages using HTTPS

Tom is a web developer who also runs an online store. He uses Google Ads. He wants to integrate conversion tracking on his site with the updated Google Ads conversion tracking tag (gtag.js).

What must he do in order integrate conversion tracking?

• • • •

Insert the tag code into the Floodlight tag of any applicable web page.

Input the tag code between the tags of each of web page.

Ensure that all HTML code for each page is optimized for the Chrome browser.

Use HTML5 coding for any page that the tag will be inserted into.

Tom is an advertising executive at a car company. Before beginning work on a video advertising campaign for a new economy car, he creates key performance indicators for the campaign.

What’s Tom defining?

• •

Marketing objectives Media objectives

• •

Business objectives Campaign metrics

Tom’s setting up website call conversion tracking for his business’s website, using Google Ads. Place the steps required for the setup in the correct order. (The first step is on top.)

1. Choose “Phone Calls” as the conversion action to track.

2. Click on “Calls to a phone number on your website” as the source of the phone call you would like to track.

3. Generate the phone snippet for your website.

4. Apply phone snippet to website.

Tom’s using Google Ads to promote his bicycle store. He’s created an Android App and needs to measure how effectively the current ad campaign is driving purchases.

How can Tom accomplish this?

• • • •

By setting up an attribution action for website purchases.

By setting up a conversion action for in-app purchases.

By setting up a conversion action for website purchases.

By setting up an attribution action for in-app purchases.

Tristan owns a local flower shop. His customers are already finding him online, but he’s curious whether Google My Business can do more than just list his phone number and address.

How can Google My Business help Tristan engage his customers?

• • • •

By responding to reviews.

By sending e-mail newsletters.

By tracking search history.

By collecting online payments.

Vijay needs to design a website for his taxi company. He’s considering using the Google My Business website builder. His biggest concern is whether he can produce a site capable of serving his customers on mobile phones and tablets.

How does the Google My Business website builder address this concern?

• • • •

Google My Business website builder sites are all mobile-only with no desktop variants.

Google My Business website builder will format the site to deliver on any device.

Google My Business builder sites offer multiple display options when users land onpage.

Google My Business builder sites direct all traffic to coded pages hosted by third parties.

Well-managed, verified Google My Business listings get five times more views than those that are unclaimed.

How can you verify a location in Google My Business?

• • • •

You can verify with a picture, by sharing social channels, or calling Google.

You can verify with a phone call, an e-mail, or a postcard through the mail.

You can verify with a stamp, with a state license, or with a mobile app.

You can verify in-person, using a third party, or with an online payment.

What are two benefits of selecting Google Firebase as your attribution partner in Google Ads? (Choose two.)

• • • • •

You get access to automatically generated remarketing lists for Firebase-published apps.

You no longer have to manually link your Firebase account to your Google Ads account.

You can easily index your app in Google search.

You can import conversions, adding any additional code to enable automatically collected events.

You can use audiences created in Firebase for conversion tracking and remarketing in Google Ads.

What tag allows you to tell Google Ads which specific customer actions should be tracked as a conversion?

• • • •

An event tag An analog tag A global site tag A temporary tag

What’s the best indicator that a campaign is increasing customer loyalty?

• • • •

Customer referrals New customers Purchase intent Overall brand awareness

What’s the minimum number of locations you can bulk upload to Google My Business?

• • • •

50 15 5 10

Which activity might a brand manager track if the desired result is to increase awareness with the customer?

• • • •

Upsells Brand recall Purchase intent Transactions

Which analysis technique is particularly useful for companies that invest a significant amount of their media budget in offline media channels or companies that sell predominantly through local stores?

• • • •

Machine learning Media mix model Cross-channel Attribution

Which attribution type algorithmically evaluates individual customer paths?

• • • •

Time-decay Data-driven Last interaction Linear

Which feature should you use to find information regarding specific actions visitors have taken on your Google My Business listing over a given period of time?

• • • •

Google My Business Insights Google My Business Tracking Google My Business Totals Google My Business Metrics

Which Google measurement product is designed for brick-and-mortar retailers that collect shopper purchase data in a customer relationship management system?

• • • •

Store visits Brand lift Store sales direct Mixed media

Which Google offering could you use to measure the number of people who click or view your ads and later visit your business location?

• • • •

Cross-channel attribution Store visits Brand lift Media mix model

Which is an example of a purchase metric that can be tracked?

• • • •

Pages per visit Return on ad spend Brand awareness Upsells

Which method should be used to promote awareness to customers?

• • • •

Implicit call-to-actions Ads with generic search terms Displays focused on offers Brand attributes videos

Which statement describes linear attribution?

• • • •

It includes converting and non-converting paths.

It’s the most advanced model in Google’s attribution products.

It algorithmically evaluates individual customer paths.

It distributes credit evenly to every single touch-point in a buyer’s journey.

Which statement describes rules-based attribution?

• • • •

It algorithmically evaluates individual customer paths.

It includes converting and non-converting paths.

It’s the most advanced model in Google’s attribution products.

It applies static logic to assign a value to each touch-point.

Which statement is true about time-decay attribution?

• • • •

It includes converting and non-converting paths.

It gives more credit to the touch-points closest to the conversion.

It’s the most advanced model in Google’s attribution products.

It algorithmically evaluates individual customer paths.

Which two statements are true about evaluating your existing ad campaigns? (Choose two.)

• • • •

When a campaign yields positive results, it’s not necessary to investigate metrics with the same vigor as when your campaign falls short of expectations.

Ultimate insight comes from looking at each campaign in isolation rather than aggregating your learnings from all campaigns into a single view.

Measurement results should lead to actionable insights; it should inform your decisionmaking.

One of the first steps you must take is to check whether the result of a specific objective exceed or fell short of its goal.

Why is it difficult, or maybe impossible, to calculate a total increase in brand awareness from a campaign spanning multiple media channels?

• • • •

Multiple media channels may use different tools to measure brand lift.

Multiple media channels aggregate all your data into a single view.

Multiple media channels use ads in identical ways.

Multiple media channels consolidate campaign data for actionable insights.

WidgetCo wants to increase the total amount of money they make after expenses. They’re unable to change their internal costs.

Which factor can WedgetCo lower to drive higher volume and increase the money they make after expenses?

• • • •

Customer demand Units sold Profit margin Sale price

You added a conversion tracking tag to a landing page on your business’s website. When analyzing your purchasing data, you find duplicate conversions.

What’s causing the duplicates?

• • • •

The conversion tracking also including offline conversions.

Customers using web browsers that allow cross-site cookies.

Customers clicking the ads multiple times before purchasing.

Customers who made a purchase return to the conversion page.

You decide to bulk upload your multiple business locations to Google My Business. Some of the locations in your upload were disapproved.

Which two errors can cause this issue? (Choose two.)

• • • • •

Missing listing photos Late listing registration Multiple locations in one physical address Too many listing users Incorrect business name

You operate an online retail website and have Google Tag Manager set up to manage your tags on your site. You now want to set up sitewide conversion tracking tags in order to evaluate the effectiveness of your next Google Ad campaign.

Which step is required in order to do this setup?

• • • •

Add the Conversion Linker tag to your landing page URLs. Disable auto-tagging in all your Google Ads accounts.

Add a Floodlight event snippet for each site page.

Give Conversion Optimizer access to all site pages.

You recently released a mobile app for your online retail store. You’re reviewing the totals across all conversions in your Google Ads account using the campaign report in Google Ads. You want to see how effectively your new app is producing conversions for app installs and first opens.

Which action will accomplish this?

• • • •

Segment the data by conversion category.

Segment the data by conversion action.

Segment the data by click type.

Segment the data by conversion adjustment.

You want to complete conversion tracking setup on your business website with Google Ads. You’ve already implemented a global sitewide tag. Your next step is to create event tags, which must be placed in the correct section of your web pages to properly function.

Where’s the event tag implemented on a web page?

• • • •

Between the tags of your website page, before the last line of code.

Directly above the global site tag in the <\head> tags of all website pages.

Between the tags of your website page, right after the global site tag.

On the home page of the website, both above and below the tags.

You want to set Firebase as your attribution partner in Google Ads in order to track first opens for your online store app.

What’s the first step you must implement in order to accomplish this?

• • • •

Select conversion in Google Ads, and select Firebase app conversions.

Assign your Google account as a Firebase Admin in Firebase.

Add a required snippet of code to each site page of your online store.

Link your Firebase project to your Google Ads account.

You want to track conversion actions in your Google Ads account to better measure what matters.

Place the steps for setting up a conversion action in order, with the first step on top.

1.

2.

3.

4.

Select the specific conversion action in Google Ads. Copy the code snippet/conversion tag generated.

Add the conversion tracking tag to your website or app.

Review your conversion data to ensure your tag is firing correctly.

You want to track first opens for your mobile app. Your app uses the Firebase SDK. Place the steps in the correct order to accomplish this within Google Ads. (The first step should be on top.)

1.

2.

3.

4.

Link your Firebase account to your Google Ads account.

Select Conversions in Google Ads. Select app installs and in-app actions.

View data in Google Analytics.

You’d like to modify your current bidding strategy to increase the conversion rate of your ads.

Match each bidding strategy with its description.

1. Allows you to bid based on a target return on ad spend 2. Uses advanced machine learning to automatically optimize bids 3. Is an automated bid strategy that sets your bids to help get as many clicks as possible within your budget 4. Helps you get more conversions by automatically modifying your manual bids already set • Maximize Conversions Bidding (2) • Enhanced CPC (4) • Target ROAS Bidding (1) • Maximize Click (3) Your company produces candy bars. You need a method for determining the amount of sales driven by each media channel in your advertising campaign. You want a method that considers all possible factors in those sales, such as marketing, branding consideration, the economy, competitor actions, and even the weather.

Which analysis technique should you use?

• • • •

Media mixed model Machine learning Cross-channel Attribution

Your online store is using Firebase as its SDK for its mobile app. The app integrates with your website.

You're also using Google Ads to manage your marketing efforts. You want to automatically import conversions into Google Analytics for Firebase.

Which action will accomplish this?

• • •

Make Google Firebase your attribution provider.

Link your Google Firebase account with Google Analytics.

Insert a required JavaScript code onto each web page of your site.

•

Enable your Google Analytics account in the Google Publisher Toolbar.

Brenda is compiling a list of definable metrics and key performance indicators (KPI) that will be used to evaluate the final success of her Google ad campaign.

Which two statements can guide her as she creates a KPI? (Choose two.)

• • • • •

A KPI shows how ads are performing in real time.

A KPI is clear, measurable, and has a defined time frame.

By definition, A KPI is a measurement of success.

A KPI is media-channel specific, and KPIs aren't interchangeable.

A KPI represents non-click actions, such as page views and leads.