Optimize performance in DoubleClick Search Assessment Answers

Optimize performance in DoubleClick Search Assessment Answers
Optimize performance in DoubleClick Search 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 Search.

Optimize Performance In DoubleClick Search

Optimize DoubleClick Search ad content
DoubleClick Search provides a variety of ad features to help ad performance, but finding the winning combination can be difficult. Optimization is part art, part science, but there are tips to efficiently determine the best ad.
Engage customers with targeted ads Recommended
Search advertising doesn’t work if you can’t get your ad in front of customers who are interested in your offer. To help you find the right folks, DoubleClick Search provides great targeting capabilities for your search ads.
Pick a DoubleClick Search attribution model Recommended
DoubleClick’s attribution models let you adjust how conversion credit is assigned across channels like social, search, and display. Review each of the models so you can pick the right one to get the insights you need.
Optimize with holistic insights Recommended
Before making changes to optimize a campaign, it’s important to review as much data as possible. We’ll review data sources, best practices for how data is handled, and how to approach analysis.
Detect common optimization issues Recommended
Search engine marketing is subject to day-to-day changes by sometimes unpredictable forces, and it can be difficult to gauge the efficiency of bid strategies. Fortunately, bid strategy health features can help you get a handle on things.
Implement bid strategy best practices
When setting up your bid strategy, consider using portfolio bidding and weighted goals to dial in campaign performance that improves your key performance indicators.
Manage budgets in DoubleClick Search Recommended
Budget Management in DoubleClick Search provides easy-to-use visualizations and tools so you can manage budgets easily across campaigns. Understand how to structure your budget groups and plans to get the most out of this feature.

1.) 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?

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

2.) 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?

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

3.) 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

4.) 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?

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

5.) Once budget plans are set in Budget Management, what is a best practice for allocating spend to meet DinoWorld Theme Park’s business needs?

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
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

6.) 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.

7.) What is a benefit of portfolio bid strategies?

They find the best-performing geographic areas and adjust bids 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 manage geo-targeting across the portfolio of campaigns to reach the target.

8.) 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 in its original formatting
Upload offline conversion data files in the order conversions occurred
Upload offline conversion data once a month

9.) 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?

Performance reports
Custom attribution modeling
Offline data
Business data

10.) 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

11.) 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?

Sitelink and location
Location
Callout and sitelink
Callout and location

12.) Which of the below is a benefit of DoubleClick Search Budget Management?

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

13.) 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?

Bid strategy health
Forecasting
Portfolio bidding
Attribution modeling

14.) 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?

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

15.) 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?

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

16.) 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
Linear
Time Decay
Last click

17.) 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
Keep the content on the landing pages unchanged
Test the landing pages in every one of their ads for consistency

18.) James wants to see a full list of bid strategies and the health status of each. How can he do this?

View the Health panel overview
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
Budget Management tab

19.) 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?

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

20.) 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)
Portfolio bidding
Programmatic remarketing

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

Custom
Data-driven
Top Conversion Paths
Path Length

22.) 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?

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

23.) What is one benefit of using the sitelink extension?

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

24.) 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 based on geographic region
Organize campaigns into budget groups broken out by each week
Group all campaigns into a single budget group for better spend optimization

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

26.) 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?

Portfolio bidding
Attribution modeling
Forecasting
Bid strategy health

27.) 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?

Portfolio bidding
Forecasting
Bid strategy health
Attribution modeling