Optimize your Bid Manager campaign Assessment Answers

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7 Mar 2018

Optimize Your Bid Manager Campaign Assessment Answers
Optimize Your Bid Manager Campaign Exam Answers

Optimization means building your campaign so it’s effective in working toward your goals, and then using performance data to find what gets results and doing more of it.

Optimize Your Bid Manager Campaign courses

Understand campaign optimization
Define an optimal starting goal
Start out optimized for your goal
Quick-win optimizations for all goals
Target users with bid multipliers
Optimize to build awareness
Optimize to influence consideration
Optimize to drive action
Keeping optimized campaigns optimized
Avoid optimization pitfalls

1.) Which of the following is an example of low performers when trying to influence consideration?

Sites with high viewability and clicks
Audiences with many conversions and high costs per thousand impressions (CPMs)
Sites with low viewability and no conversions
Sites with low volume, but high conversions

2.) When would you avoid setting your display insertion order’s pacing to “ASAP”?

To ensure you always get some of the very best inventory, no matter when it was auctioned
To keep spend easy to track and report
When you want to ensure you don’t consume your budget too soon and miss valuable impressions
When your unclaimed budget can be reclaimed by your advertising department

3.) Manual optimizations to which components typically provide the greatest impact?

Budget, pacing, geography, and inventory
Bids, frequency, site targeting, and creatives
Loyalty, awareness, action, and consideration
Advertiser, campaign, insertion orders, and line items

4.) What’s a good frequency when your goal is to start raising awareness with new people?

Ten per day — spend some extra so they remember you.
Unlimited — make sure they remember your brand.
Three per day — build awareness, but don’t waste budget on unneeded reintroductions.
One per day — you’re just trying to meet new people.

5.) What’s a promising way to increase your remarketing list’s potential impressions?

Include similar audiences
Group multiple audiences using AND logic
Include the audience that has been to the “Thank you” page
Decrease the frequencing setting

6.) When optimizing to build awareness, what components should you optimize first?

Spend, pacing, and frequency
Audience, creatives, and brand
Viewability, budget, and pacing
Sites, creatives, and time of day

7.) You have an insertion order designed to get more customers to install your app. What is its goal?

Influence consideration
Drive action
Build awareness
Create loyalty

8.) What is a key reason to check pacing for TrueView insertion orders right after launch?

To ensure the daily budget has been manually calculated correctly.
To ensure TrueView ads always pace ahead because they are more profitable
To ensure they have not been rejected due to ad policy
To ensure TrueView bids are not cost-per-view (CPV) because that could cause overspend

9.) What’s an important consideration when excluding keywords of categories that you deem unsafe for your brand?

Doing so can significantly reduce the inventory your ads can appear with.
It can be expensive to implement and maintain.
Categories change so frequently that they have an unpredictable effect on reach.
This can expand your reach to sites you do not intend.

10.) What is the maximum amount Bid Manager will increase your bids when using bid multipliers?

11.) What is the most important factor to consider when evaluating viewability and ad position performance?

That viewability and ad position data are measurable
That below the fold inventory cannot also be “viewable”
Whether the position was relative to the size of the screen
That you’re counting apps and sites equally

12.) At its most basic, how do you optimize your campaign?

Find out which components are driving the most revenue, then update your campaign to favor these components.
Find out which sites and apps bring the best response, then target more of them.
Find out which creatives are most effective, then run more creatives like those.
Find out which components are best at getting the results you want, then update your campaign to favor those components.

13.) Why is defining a primary goal the first step of optimizing your online advertising campaign?

It tells you how to configure your campaign to be effective until you have performance data to guide you.
Campaign budget is based on goal, from lowest when creating loyalty to highest for awareness raising campaigns.
Bid Manager’s optimization wizard uses it to configure the campaign to drive your goal.
It’s the first field you fill out when starting a new campaign in Bid Manager.

14.) Paul wants to make sure his ads reach users who visit a popular delivery app.

Which dimension will he choose when setting up his bid multipliers?

Apps and URLs
Audience Lists
Geography
Demographics

15.) Why would you look at an impression lost chart when making quick optimizations?

It shows how many clicks you’ve earned, and how many you are missing out on due to the bid.
It shows potential spend based on the audiences targeted for the line item.
It shows how many auctions you’re losing due to bids, budget, and frequency.
It’s an easy place to see all your bids.

16.) What is a way to improve your targeting when your goal is influencing consideration?

Bid up on the highest-performing audience lists.
Increase targeting until the audience is under 1,000 users.
Bid up on the audiences with the highest impressions.
Bid up on the sites with the highest cost per thousand impressions (CPMs) and the lowest number of clicks (because they’re guaranteed to be premium inventory).

17.) Why would you use fixed manual bidding for a line item instead of leaving it to automated algorithmic bidding?

You know the targeted audience is especially valuable and you want to make an extra effort to reach it.
Because you have enough performance data and no longer need the algorithm to make estimates
Because you can factor in more variables than Bid Manager
To see if your intuition can beat the algorithm

18.) What’s the best way to optimize for creatives with high click rates?

Update their visuals and messaging to make them even more compelling.
Bid higher for their entire insertion order.
Move them to their own line items and bid higher for them.
Add them to a blacklist so you can exclude them from bidding.

19.) What can you do to optimize in the final week of your campaign’s flight?

Delete any line items that don’t meet your cost-per-action (CPA) goal.
Decrease all of your bids to ensure the best cost per thousand impressions (CPM).
Let auto-optimization handle the last week of the flight.
Make sure that the budget is spent in full on the highest-performing insertion orders.

20.) What’s a possible way to optimize toward a $10 cost per action (CPA) goal if your current CPA is $50?

Set a $10 goal, and bid very high.
Set a $45 CPA, and then continue to lower it in $5 increments over time.
Set a CPA goal of $60, and then incrementally increase the goal over time.
Set the counting method to include only a percentage of the post-view clicks.

21.) How can the pacing metrics help you to optimize remarketing line items?

By helping you ensure the frequency settings do not cause impression loss
By helping you ensure your bids and budgets are not limiting impressions won
By showing you what inventory more spend might have acquired
By showing you specifically what pacing should be set at in the next flight

22.) Which can be one of the most effective strategies for driving action?

Setting the cost per action (CPA) goal 50 percent lower than your target CPA
Always targeting a filtered URL and app list based on where users have converted in the past
Including the “Thank you” page in your first-party audience targeting
Using recency targeting with first-party audience lists