Optimize Performance In DoubleClick Search Assessment Answers 2020

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Optimize Performance in DoubleClick Search Assessment Answers

Matt Has Run So Many Reports He’s Having Trouble Figuring Out What To Pay Attention To And What Steps To Take. What Best Practice Could You Give Matt?

  • Hire an analyst
  • Review the health panel overview
  • Look at historical data — that always forecasts future performance
  • Look for patterns across reports

Jules Got An Alert That Two Campaigns Are Hitting The Daily Budget Cap, Limiting Performance Towards His ROI Target. He Believes That Increasing The Budget Will Drive More Conversions, But He Doesn’t Have Budget To Spare. What’s One Other Option?

  • Lower the cost per action
  • Enable adaptive geo-targeting
  • Pause one of the campaigns
  • Create a new budget group

What Is A Benefit Of Portfolio Bid Strategies?

  • They manage geo-targeting across the portfolio of campaigns to reach the target.
  • They split conversion credit across all interactions to provide better insights.
  • They manage bids on keywords across the portfolio to reach the target.
  • They find the best-performing geographic areas and adjust bids to reach the target.

Bob Wants To See The Trade-Off Between Cost And Conversion Volume By Experimenting With Different Adjustments To His Cost Per Action (CPA), Without Risking Budget To Do So. What Feature In DoubleClick Search Could Help Bob Experiment?

  • Attribution modeling
  • Bid strategy health
  • Forecasting
  • Portfolio bidding

Which Attribution Model Uses Floodlight Data From Both Converting And Non-Converting Users?

  • Custom
  • Top Conversion Paths
  • Path Length
  • Data-driven

What Is One Benefit Of Using The Sitelink Extension?

  • Sitelinks are a good way to test landing pages.
  • Bids can be adjusted based on the sitelink.
  • Users will be directed to a more relevant landing page right away.
  • Dynamic landing pages can be used.

Ultimate SnowShoes Wants To Improve Their Conversion Rate For The Winter Warehouse Sale. What Is A Best Practice For Ultimate SnowShoes While They’re Testing Ad Copy?

  • Include both landing page and ad copy tests for efficiency
  • Test as many different versions of their ad copy as possible
  • Keep the ad copy as generic as possible
  • Limit the number of versions they test

Jerry Wants DoubleClick To Automatically Adjust Keyword Bids Based On The Dollar Value Of Ultimate SnowShoes Products That Users Have Researched. What Feature Allows Him To Do This?

  • Adaptive geo-targeting
  • Remarketing lists for search ads (RLSA)
  • Programmatic remarketing
  • Portfolio bidding

Alan Wants To See Conversion Credit Equally Divided Across Every Click, Except For The Click That Occurred Just Prior To The User Converting. Which Attribution Model Would He Use?

  • Time Decay
  • Last click
  • Assists
  • Position based

Betsy Wants To Make Sure There Aren’t Any Glaring Issues With One Of Her Bid Strategies. Where Can She Get A Quick Glimpse Of The Status In DoubleClick Search?

  • Health panel overview
  • Run a budget report and check actual versus forecasted spend
  • Budget Management tab
  • Pull a report and include cost per action (CPA), cost per click (CPC)

Once Budget Plans Are Set In Budget Management, What Is A Best Practice For Allocating Spend To Meet DinoWorld Theme Park’s Business Needs?

  • Enable A/B testing of DinoWorld landing pages to manage spend during seasonal fluctuations
  • Remove 10 percent of spend from each DinoWorld budget group to account for seasonal fluctuations
  • Create duplicate DinoWorld keywords to run as a control group
  • Customize the spend allocations to provide more spend during popular events at DinoWorld Theme Park

Sometimes Campaign Structure Doesn’t Match Reporting Needs. What Can You Use To Create Reports That Reflect Your Lines Of Business, Irrespective Of The Campaign Structure?

  • Business data
  • Offline data
  • Custom attribution modeling
  • Performance reports

Debbie Is Excited To Plan Budgets Directly In DoubleClick Search. What Is A Best Practice To Help Her Get Started?

  • Organize campaigns with the same advertising focus into budget groups
  • Organize campaigns into budget groups broken out by each week
  • Organize campaigns into budget groups based on geographic region
  • Group all campaigns into a single budget group for better spend optimization

Surf-N-Board Sells A Lot Of Boards In-Store And They Want To Make Sure Their Offline Data Is Taken Into Account For Optimization Efforts. What’s A Best Practice For Working With Offline Data?

  • Upload offline conversion data only if conversions have occurred
  • Upload offline conversion data once a month
  • Upload offline conversion data files in the order conversions occurred
  • Upload offline conversion data in its original formatting

Bean Coffee Is Keeping Their Coffee Shops Open Late Near College Campuses. They Want Students Searching For A Late-Night Study Spot To See That A Bean Coffee Location Near Them Is Still Open. Which Extensions Should They Use?

  • Callout and sitelink
  • Location
  • Callout and location
  • Sitelink and location

Bert Wants To Make Sure His Bid Strategies Aren’t Optimizing For $3 Sticker Purchases Instead Of The $500 Skis. How Can He Set This Up In DoubleClick Search?

  • Create a bid strategy with custom Floodlight variable data as a weighted goal
  • Create a display remarketing strategy using both sticker and ski customers
  • Increase daily budget for high-performing keywords
  • Create a new campaign with adaptive geo-targeting for cold regions

Yazmin Wants To Target Display Ads To Snowboarders And Skiers Who Have Clicked On Ultimate SnowShoes Search Ads. What’s One Way She Can Do That In DoubleClick Search?

  • Remarketing lists for search ads (RLSA)
  • Programmatic remarketing
  • Display remarketing from search
  • Portfolio bidding

Which Of The Below Is A Benefit Of DoubleClick Search Budget Management?

  • The ability to see aggregate budget performance across an entire account
  • The ability to see which geographic region has the highest ROI
  • The ability to create weighted goals for the entire account
  • The ability to modify bid strategies based on conversion data

Jane Is Making Adjustments To Her Cost Per Action (CPA) Target Every Day And Is Frustrated That DoubleClick Search Seems To Always Be Calibrating. Why Does This Keep Happening To Jane?

  • DoubleClick has a calibration period following significant CPA changes.
  • DoubleClick detects there’s an insufficient conversion volume to determine optimum CPA.
  • The CPA is much higher than optimum CPA historically.
  • DoubleClick thinks there is insufficient budget for the ROI goal.

Mario Has A Tight Budget For His Campaign And Wants To Make Sure His Targeting Is Set Up To Get Him The Best ROI Possible. What Feature Can Mario Set Up In DoubleClick Search To Automatically Detect High-Performing Geographic Areas?

  • Portfolio geo-bidding
  • Health panel geo tab
  • Remarketing lists for search ads (RLSA)
  • Adaptive geo-targeting

Suzanne Has Run All The Reports She Can Think Of, But She Wants To Make Sure She’s Not Missing Anything. What’s One Method She Can Use To Find Parts Of Her Campaign Strategy That Are Under-Credited?

  • Compare conversion data across three different attribution models
  • Review the health panel overview and cross-reference performance reports
  • Use third-party targeting for promotions
  • Add budget for landing page tests to increase conversions

Lucy Wants To Get An Idea Of How Her Bid Strategy Would Perform With A 10 Percent Increase Of Weekly Spend, Without Risking Her Budget. What Feature In DoubleClick Search Could Help Lucy Out?

  • Forecasting
  • Attribution modeling
  • Portfolio bidding
  • Bid strategy health

James Wants To See A Full List Of Bid Strategies And The Health Status Of Each. How Can He Do This?

  • Budget Management tab
  • Add a filter for bid strategy health status on the bid strategy summary page
  • Pull a report and check for cost per action (CPA) across strategies
  • View the Health panel overview

Knowing That DinoWorld Park Tickets Tend To Have A Long Conversion Funnel, Johanna Wants To Give Equal Credit To Every Click That Kept The User’s Interest Prior To Purchasing Tickets. Which Model Would She Use To See Credit Assigned In This Way?

  • Position based
  • Time Decay
  • Linear
  • Last click

SuperCoolKicks Wants To See Which Landing Page Experience Is Best For Users Who Have Clicked The Cool Kicks Sneaker Ads. What Best Practice Should They Follow While They’re Running This Test?

  • Keep the landing pages as generic as possible
  • Test as many landing pages as possible to keep the testing period short
  • Test the landing pages in every one of their ads for consistency
  • Keep the content on the landing pages unchanged

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