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DoubleClick Search Basics Assessment Answers

DoubleClick Search Basics Assessment Answers
DoubleClick Search Basics Exam Answers

Learn the basics of search engine marketing and campaign management. Learn the basics of DoubleClick Search and how to set up your first campaign. Take all the courses, pass the Assessment, and earn an Achievement to display on your profile.

Get Started With DoubleClick search courses

  1. Find customers with search marketing
    Learn how advertising on search engines can connect you to customers
  2. Choose DoubleClick Search
    Learn why advertisers choose Google’s search engine management solution
  3. Build your first search campaign
    Learn the essential steps to get your search campaign up and running
  4. Gather search insights with Floodlight
    Use Floodlight to track the effectiveness of your search campaigns
  5. Measure search campaign performance
    Create reports for your campaign to gain insight and share with clients
  6. Meet your goals with bid strategies
    Use bid strategies to save time and meet your advertiser’s goals

1.) What is a benefit of using executive reporting?

  • Charts and tables that show metrics for attributes like ad copy
  • Full reporting on performance and conversion statistics in one dashboard
  • Reporting tools available exclusively for executive-level users
  • Cross-advertiser metrics displayed in terms of high-level concepts and colorful charts for easy presentation

2.) What is search engine marketing?

  • When a system requires you to work with an expert in search engine optimization
  • When an advertiser runs ads that show up alongside natural search results on a search engine
  • When an advertiser makes improvements to their own website, so that it ranks higher in natural search results
  • When search engines attempt to increase their market share

3.) What information can a Floodlight tag track using custom variables?

  • Promo codes
  • Email addresses
  • IP addresses
  • Customer’s full name

4.) Your client wants to track conversions based on the number of sales. What type of Floodlight tag should you use to track this?

  • Action
  • Transaction
  • Cross-channel
  • Custom variable

5.) Asa is ready to get started using DoubleClick Search to set up his first search campaign. What are the correct steps and order he needs to perform them in?

  • Create advertiser; create engine account; create campaign; create ad groups; create ads and keywords
  • Create ad groups; create campaign; create advertiser
  • Create ads; create keywords; create engine account; create campaign
  • Create engine account; create keywords; create ads; create campaign

6.) Bid strategies can find the most opportunities under which condition?

  • A large portfolio with many trade-offs and opportunities
  • A large portfolio that focuses on a single device
  • A small portfolio with very clear goals
  • A very focused portfolio that is not very complex

7.) What are the advantages of using DoubleClick Search to manage a large and complex campaign?

  • Reduced cost
  • Exclusive access to Google search advertising
  • Centralized management and reporting with automated bid strategies
  • The capability of running promotions on one engine at a time

8.) What KPI and target metric should you select to get the most clicks possible within your $5,000 budget?

  • Actions, Monthly spend
  • Actions, Cost-per-action (CPA)
  • Clicks, Monthly spend
  • Clicks, Return on advertising spend (ROAS)

9.) Fareena’s Flowers wants customers clicking their ad on mobile to call their order hotline instead of opening their website. What type of ad do you need to create?

  • Search ad
  • Call-only ad
  • Smartphone ad
  • Text ad

10.) Sarah creates a Floodlight activity group to track the number of hits on her advertiser’s home page. If she also wanted to track customer purchases, what does she need to do?

  • Ensure the activity group uses a custom variable
  • Create a separate activity group and a transaction tag in it
  • Add another transaction tag to the activity group
  • Add a “Transaction – Items Purchased” tag to the group

11.) What goal does a bid strategy use to optimize your bids?

  • Your search terms data
  • Your key performance indicator
  • Your budget pacing metrics
  • Your ad copy

12.) Miranda is running a search campaign on multiple engines. The campaign includes over a thousand keywords and frequently runs seasonal promotions. What can she do to simplify her tasks while still meeting her goals?

  • Reduce the number of keywords in the campaign
  • Take advantage of search engine optimization
  • Run promotions annually, instead of seasonally
  • Use a search engine management platform

13.) You’re looking to examine performance by device type to compare conversions between desktop, mobile, and tablet. How would you view this information in the performance dashboard?

  • Tag your site with a device specific floodlight tag
  • Change the date range to focus on dates that tablet users would be most active
  • Select the engine accounts tab and examine search engines used by mobile users
  • Segment data by device type

14.) How is a search ad’s ranking determined?

  • The number of years the advertiser has been in business
  • The advertiser’s bid and relevance to the search results
  • The advertiser’s history of advertising on the search engine
  • The advertiser’s bid only

15.) What would you do first to report on data for your “thank you page” Floodlight activity?

  • Create a Floodlight activity group
  • Enable support for Google Analytics
  • Create a Floodlight activity column
  • Add an attribution model

16.) You’re running a search campaign to promote a product for senior citizens. You choose to exclude keywords such as “teenagers” and “kids.” What type of keywords are these?

  • Prohibited
  • Avoidance
  • Exclusionary
  • Negative