Category: Academy for Ads

Optimize bids and creatives in Ad Exchange Assessment Answers
Optimize bids and creatives in Ad Exchange Exam Answers

Get an in-depth understanding on bid filtering and how to avoid it, including creative optimization.

Optimize bid and creatives in Ad Exchange courses

1. Understand and avoid bid filtering
2. Reduce bid response filtering
3. Try it out: Use RTB Breakout
4. Get your creatives approved
5. Get Programmatic Guaranteed deals right
6. Get Preferred Deals right
7. Understand the ad auction behaviors

1.) You are concerned about the potential of purchasing counterfeit inventory.

How does ads.txt help you avoid this problem?

• Ads.txt conducts searches of each publisher and distributor to see if they have any past history of fraudulent inventory.
• Ads.txt provides publishers and distributors with a verification code that is listed as part of the auction invite. This code verifies that the publisher or distributor is approved to sell inventory.
• Publishers and distributors are required to register with ads.txt and submit documentation of their eligibility to sell digital inventory.
• Publishers and distributors must publicly declare the companies they authorize to sell their digital inventory.

2.) You’ve decided to create an offer to describe the type of inventory you’re seeking. You’re looking for inventory from any publisher who has access to Preferred Deals in Ad Exchange.

What type of offer is this?

• Direct offer
• Open offer
• Preferred Exchange offer
• Programmatic Guaranteed offer

3.) You trafficked an ad that was rejected due to creative issues.

What’s a reason it might have been rejected?

• The destination URL does not lead to a parked domain.
• The initial download is under 100k.
• The creative is animated, but remains static after 10 seconds.
• The creative makes use of Flash cookies.

4.) Once Derek’s demand-side platform has submitted their bids, what is one tool they can use to get more details on the creative approval status?

• Auction report
• Impression query
• Snippet status report
• Creative (REST) API

5.) Now that Brianne has worked with her demand-side platform to resolve some of the issues causing her bids to be filtered, she’d like to report on the performance of a new campaign she just launched.

Which tool can she use to do this?

• Google Web Designer
• DoubleClick Creative Recommendation Tool
• Query Tool
• A third-party ad verification service

6.) Alicia is purchasing ad inventory for a major holiday campaign. Since she’s under pressure to complete her task in time, she needs to quickly find out why her bid responses were filtered.

What tool can she use to discover this information?

• DoubleClick Creative Recommendation Tool
• DoubleClick Creative Solutions
• RTB Breakout
• Query Tool

7.) A creative was excluded during the publisher review stage of the filtering process.

What could have been a reason for this?

• The product category URL is excluded.
• The maximum cost per thousand impressions (CPM) is 0 or negative.
• The bid amount is lower than the publisher’s requirements.
• The incorrect use of bid response protocol.

8.) Using RTB Breakout, you determine that the biggest reason your bid responses were filtered was due to the clickthrough URL being too short.

What additional information can you gain by investigating your “Filtered bids”?

• The creative IDs and total bids filtered
• The clickthrough URL you should use instead
• A recommendation for the best tool to correct the rejection
• A list of guaranteed deals that will potentially accept your clickthrough URL

9.) You’re looking to do a Programmatic Guaranteed deal on Ad Exchange Marketplace.

Which action must you take to execute your campaign?

• You must upload creative to your demand-side platform and not send ad tags to the publisher.
• You must choose from a different set of inventory than you would through traditional reservation buys.
• You must sign deal terms for every change in the campaign.
• You must manage separate invoices for each publisher you’ve agreed to a deal with.

10.) What must be set up in your demand-side platform’s pretargeting to properly integrate and execute Programmatic Guaranteed deals with Ad Exchange?

• To always include Guaranteed deals
• To never bid on Programmatic Guaranteed callouts
• To respond to only the first ad size in a bid request
• To require fewer callouts than ad requests

11.) You’re about ready to finalize your Preferred Deal, but need to work with your demand-side platform to supplement information from the bid request. To ensure your bid isn’t rejected, you’ll need to provide information about your publisher’s URL, such as disallowed landing URLs, disallowed product categories, and allowed languages.

Where can this information be found?

• Publisher settings file
• Snippet status report
• Client Access API
• Deal ID

12.) You’ve been invited to submit a bid through a Private Auction and would like to participate.

What do you set the deal ID to so you will limit your bid to that deal only?

• deal_id = < deal_id >
• deal_id not set
• deal_id = 1
• deal_id = 1234

13.) Bid responses on Ad Exchange are screened at which point in the process?

• Before bid responses enter the auction
• After the auction is complete and only if the auction is won
• After the auction is complete and only if the auction is lost
• Bid responses are only filtered if the maximum cost per thousand impressions (CPM) is above the required threshold.

14.) What type of transaction and/or auction occurs when a seller invites a buyer to participate?

• Open Auction
• Preferred Deal or Private Auction
• Programmatic Guaranteed deal
• Invite-only Auction

15.) Your bid response is filtered due to the ad category of your advertiser.

This is an example of what type of rejection?

• Publisher-filtered
• Content-filtered
• Auction-filtered
• Google-filtered

16.) For a Programmatic Guaranteed deal with a cost-per-day (CPD) budget, what occurs when you purchase more impressions than the minimum?

• You’ll be charged the CPD daily rate.
• Your deal will be cancelled.
• You won’t be charged.
• You’ll be charged more than the CPD daily rate.

AdWords Video Brand Controls Basics Assessment Answers
AdWords Video Brand Controls Basics Exam Answers

Learn the ways Google places ads on content, questions to determine what kind of content is appropriate for your brand, and how you can use Google’s brand controls to achieve your unique brand appropriateness goals.

AdWords Video Brand Controls Basics Courses

1. How Google places ads on content Recommended
   We know you’re thoughtful about how your brand is shared with the public. So are we. In this course, we’ll cover the safeguards Google has in place to determine which content is suitable for advertising.
2. Brand controls for AdWords video campaigns Recommended
   Show your ads on content that’s aligned with your brand. In this course, we’ll review the controls available in AdWords video campaigns to choose the types of content on which you want your ads to run.

1.) A Partner Program channel can serve ads on YouTube once it reaches 100 views.

• True
• False

2.) Which of the following is an effective brand control to avoid placements on religious content with an AdWords video campaign?

• Topics
• Types
• Categories
• Subjects

3.) Which of the following is an effective brand control to avoid placements on content for adult audiences with an AdWords video campaign?

• Sensitive subjects
• Categories
• Digital content labels
• Topics

4.) These were created to promote a positive community for video creators, users, and advertisers alike on YouTube.

• YouTube Partner Program
• YouTube Community Guidelines
• AdSense Program Policies
• Google Display Network Policies

5.) Which of the following is an efficient way to avoid off-brand placements with AdWords video campaigns?

• Exclude each off-brand placement in campaign-level settings.
• Enter your off-brand list to the excluded column in AdWords.
• Create account-level placement exclusions for the off-brand placements.
• Submit your off-brand list to your Google support or sales rep to enter into the system.

6.) To be eligible for advertising, which of the following must videos comply with?

• Nothing
• Search Network Policies
• Advertiser friendly content guidelines
• AdSense Program Policies

7.) How does Google determine which content is suitable for advertising on the Display Network?

• Publishers tell Google which content is suitable for ads.
• Once Google approves a new publisher, all of that publisher’s content is eligible to serve ads through the Display Network.
• All publishers are required to adhere to the AdSense policies, which dictate the types of content suitable for ads.
• It categorizes content into three categories: low, medium, and premier.

Do more with DoubleClick ad tags Assessment Answers
Do more with DoubleClick ad tags Exam Answers

Learn the ins and outs of using ad tags with DoubleClick Bid Manager and Campaign Manager.

Do more with DoubleClick ad tags

1. Serve programmatic ads across platforms
2. Modify ad tags to work with partners
3. Keep tabs on your ads with verification
4. Deliver and verify video ads
5. Make sure your ad tags work

1.) When adding a wrapped tag to Bid Manager you get an alert: “There were errors validating the tag”.

How can you identify the right creative from a sheet of wrapped ad tags?

• By pasting each tag until the alert doesn’t show
• By finding the creative ID in the ad tag after “p=”
• By finding the partner ID in the browser URL after “p=”
• Using the placement ID found in the Campaign Manager ad tag after “p=”

2.) How can you check that your ad’s wrapped tag was added to the correct creative in Bid Manager?

• By verifying that the wrapped tags are surrounded bytags
• By checking the click macro inserted by the vendor
• By matching the original Bid Manager creative ID with the wrapped tags
• By matching the placement ID between the original and wrapped tags

3.) What’s the benefit of having a cachebuster macro in your ad tag?

• The page loads faster when a browser is refreshed or reloads.
• A unique ad impression is served and counted each time a web page loads (or is refreshed).
• The ad is loaded from their cache to reduce the cost for serving impressions.
• It captures the landing page URL and parses out additional text.

4.) What happens when you add a third-party ad tag to a Bid Manager advertiser that is linked with Campaign Manager?

• This adds a placement to a DO_NOT_EDIT advertiser within the linked advertiser’s Floodlight configuration in Campaign Manager.
• This breaks the advertiser association with Campaign Manager, since it doesn’t recognize the tag’s format.
• This creates a standard placement, ad, and creative in Campaign Manager for sharing across platforms.
• This appends tracking pixels to the creative in Bid Manager, in the form of a P% macro.

5.) Bean Coffee is geo-targeting Seattle for an in-store promotion.

Which tool in Campaign Manager can they use to check that their ads are only serving in that area?

• DoubleClick bid multipliers, filtered by geography
• DoubleClick Verification, post-bid measurement
• Interactive Media Ads (IMA) metrics
• Inventory Availability reports, grouped by geography

6.) Where can you find the Bid Manager partner ID to link an advertiser with Campaign Manager?

• It’s the DCM ID found next to the creative name, in the “Basic details” section.
• It’s the number after “p=” in a Bid Manager ad tag, that’s linked to a Campaign Manager advertiser.
• It’s the number following “p=” in the browser’s address bar, when signed into the Bid Manager partner account.
• It’s the same as the Campaign Manager account ID, found in the Admin tab under the account name.

7.) Your advertiser uses a data management platform (DMP) that hasn’t been certified on DoubleClick Ad Exchange, and requires appending pixels to ads in Campaign Manager.

What’s one way to continue to serve ads on Ad Exchange as well?

• Create two versions of each ad: One with the DMP pixel and one without
• Target the ad with a DMP pixel to serve on Ad Exchange inventory, with Bid Manager targeting
• Add the DMP pixel to a custom HTML5 creative to serve on Ad Exchange
• Create an ad with the DMP pixel and then assign two rotating creatives for Ad Exchange and non-Ad Exchange inventory

8.) Your rich media ad isn’t clicking through to the right landing page on mobile devices.

What might you discover while troubleshooting?

• Mobile ads must have multiple landing page URLs to accommodate different device types.
• Tap/touch events weren’t coded correctly into the creative (i.e., in Google Web Designer).
• Mobile ads don’t support any rich media elements.
• Mobile devices cannot detect http:// landing pages when clicked.

9.) If your ad is delivered by a third-party ad server, what’s one way to capture click and conversion data in DoubleClick reporting?

• Set up tracking ads in Campaign Manager
• Set up custom variables in your Floodlight tags
• Use vendors who pass data to a data transfer account and download the file
• Use a vendor analytics company that integrates with DoubleClick

10.) When troubleshooting issues with a Bid Manager creative, which unique ID should you provide to your Campaign Manager ad ops team?

• The “p” ID found in the web browser’s address bar
• The Floodlight configuration ID found in the advertiser’s “Basic details”
• The DCM ID found in the creative’s “Basic details” in Bid Manager
• The creative’s “p” ID found directly in the Bid Manager ad tag

11.) Which video ad format allows for additional rich media features, while reducing the available inventory?

• In-stream video ads
• HTML5 VPAID
• Interactive Media Ads (IMA) SDK
• VAST

12.) How can you use a verification vendor for your in-stream video ads without adding the VPAID wrapper?

• Use in-stream video redirect
• Partner with publishers using the Interactive Media Ads (IMA) SDK
• Use companion creatives
• Use the Video Suite Inspector

13.) What technology allows advertisers who use DoubleClick to automatically track the viewability of their ads?

• Click trackers
• Active View
• DoubleClick Creative Solutions
• Query Tool

14.) What steps are required to enable DoubleClick Verification (and Active View measurement) for your in-stream video ads in Campaign Manager?

• There are two steps. Upload the video file, then wrap the VAST tag with a VPAID file.
• You cannot edit a VAST file in Campaign Manager, so the tag cannot be wrapped for verification.
• Create a shadow account in Campaign Manager to wrap your VAST file for DoubleClick Verification.
• VAST and VPAID files are automatically wrapped for DoubleClick Verification.

15.) What’s one way to make your in-stream video ads skippable and reach VAST inventory across exchanges?

• Create multiple videos that are 30 seconds and longer
• Change the “duration” directly in the VAST tag to 30 seconds
• Check “Include skip button” in Campaign Manager’s video settings
• Modify the VAST tag’s “creativeProperties”

DoubleClick Search Mobile Basics Assessment Answers
DoubleClick Search Mobile Assessment Answers
DoubleClick Search Mobile Exam Answers

Learn how to use DoubleClick Search to help customers find you wherever they are. Take all the courses, pass the Assessment, and earn an Achievement to display on your profile. Continue reading DoubleClick Search Mobile Basics Assessment Answers

Optimize performance in Campaign Manager Assessment Answers
Optimize performance in Campaign Manager Exam Answers

Optimization means using performance data to find what gets results and doing more of it. This training shows you how to optimize with DoubleClick Campaign Manager.

Optimize performance in Campaign Manager courses

1. Optimize with audience lists
   
2. Pick your attribution model
   
3. Optimize with attribution data
   
4. Analyze cross-environment conversion data
   
5. Evaluate Data Transfer for your account
   
6. Manage campaigns in bulk

1.) Ezra wants to know which of DinoWorld’s promotional offers the users on his audience list are responding to best.
Which report would he pull?

• User Reach
• Audience Performance
• User Performance
• Audience Reach

2.) After pulling a Top Conversion Paths report, Maria finds that most users are entering the funnel via rich media interactions.

How can she best optimize with this information?

• Frequency cap her ads at one impression
• Place rich media first in her ads’ creative rotation
• Place rich media last in her ads’ creative rotation
• Move all budget to rich media

3.) After pulling a Cross-Device Conversion report, Sam notices that a lot of the mobile purchases on the SuperCoolKicks site occur after users have seen an ad on desktop.

How might Sam use this information to optimize the sneaker campaign?

• Tell his colleague to create new placements for rotation
• Adjust Campaign Manager creative messaging
• Adjust Campaign Manager creative rotation
• Tell his colleague to keep directing spend to desktop inventory

4.) How can you make bulk edits in the Campaign Manager interface?

• Click Edit multiple
• Click Multiple edits
• Click Bulk edit
• Click Bulk changes

5.) How can you view the encrypted user ID across DoubleClick Bid Manager and DoubleClick Campaign Manager accounts?

• Insights
• Audience Performance report
• Data Transfer
• Attribution Modeling Tool

6.) KidApparel wants to capture the encrypted user ID of each impression and click interaction so they can create more precise audience lists. Tom Trafficker tells them they’ll need to use:

• Demographic targeting
• Data Transfer
• Third-party providers
• Site-served lists

7.) Alan wants to see conversion credit assigned to whichever ad a user interacted with just prior to converting, whether it’s a click or an impression. Which attribution model would he use?

• Time Decay
• Last Interaction
• Path Length
• Conversion

8.) Martin’s excitement to dig into reports quickly turns to dismay when he sees how many conversion paths are displayed in the Assisted Conversions report.

How can he limit which conversion paths are used in the report?

• Use Top Conversion Paths
• Set up Custom Floodlight variables
• Apply Conversion segments
• Group Floodlight activities

9.) SuperCoolKicks wants to see if users who have seen the Cool Kicks sneaker ads on their smartphones are making purchases on desktop.

Which report would reveal this pattern?

• Custom Floodlight
• Cross-Environment insights
• Cross-Device Conversions
• Top Conversion Paths

10.) What is the best way to target users who haven’t made a purchase after putting an item in their cart without giving away too many promo codes?

• Edit the shopping cart user list to only include 10 days worth of data
• Target the shopping cart user list with a 20 percent off promotion
• Create a custom rule to target the shopping cart user list and exclude the user list for the checkout page
• Create a Data Transfer including promotion codes

11.) How does the position-based attribution model assign conversion credit?

• Majority of credit is split across click interactions, with remaining credit given to any impressions
• Majority of credit is split between the first and last interactions, with remaining credit given to other interactions
• All credit goes to the last click
• Majority of credit is given to the first interaction, with remaining credit given to other interactions

12.) What is a common reason why the “Edit multiple” option may not appear in the user interface?

• More than five ads have been selected
• More than one type of object has been selected
• More than five placements have been selected
• Not enough ads have been selected

13.) What is a common reason for a campaign spreadsheet to fail upon import?

• Missing creative name
• Bad formatting
• Missing ad name
• Missing placement name

14.) Knowing that DinoWorld park tickets have a long conversion funnel, Johanna wants to give equal credit to every ad interaction that kept the user’s interest prior to purchasing tickets. Which model would she use to see credit assigned in this way?

• Linear
• Last Interaction
• Tim Decay
• Conversion

15.) Rich wants to compare cross-environment conversion data to standard conversion data.

Which metric in the Cross-Device Conversions report does he need to include to see which device got the conversion credit?

• Top Conversion Paths
• Custom Floodlight Variable
• Attributed Event Platform Type
• Device Conversion Type

16.) Yasmin wants to see the most common sequence of ad interactions users experience before they convert.

What report should she review?

• Cross-Environment insights
• Cross-Device Conversions
• Custom Floodlight
• Top Conversion Paths

17.) Alona has been using the Time-Decay attribution model a lot recently, but she wishes she could make an adjustment to increase how rich media interactions are weighted when assigning credit.

What attribution model should she select?

• Position-based
• Path Length
• Data-driven
• Custom

18.) DoubleClick Digital Marketing reports are great, but Mario is looking for log-level impression and click data so he can dig into the granular details and run analysis.

How can Mario access this information?

• Attribution Modeling Tool
• Report Builder
• Insights
• Data Transfer

19.) KidApparel wants to create custom audience lists by leveraging their Custom Floodlight Variables and individual user IDs for more precise targeting. Tom Trafficker tells them they’ll need to use:

• Third-party providers
• Demographic targeting
• Data Transfer
• Site-served lists

20.) After exporting your campaign to a spreadsheet, making a copy of one row with your ad, placement, and creative is a great way to ensure correct formatting and IDs when you import.

What step will you need to complete in order to create a new placement?

• Delete item name
• Delete item ID
• Add column item ID
• Add column item name

21.) How many data-driven models can be created for each parent-advertiser configuration?

• One
• Four
• Twelve
• Three

22.) Which attribution model uses Floodlight data from both converting and non-converting users?

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