Tag: academyforads

Activate customer-centric marketing Assessment Answers
Activate customer-centric marketing Exam Answers

Explore ways to approach all aspects of your marketing, from audience to creative and more, with a digital-first, customer-first mindset.

Core concepts to get you started

1. Become a digital-first brand
2. Get started putting customers first
3. Identify audiences using customer portraits

Audience intent and signals Optional

1. Begin to understand customer intent
2. Tap into the right signals
3. Find marketing signals

Messages and creative Optional

1. Create engaging messages
2. Be motivated by stellar branded creative
3. Dive into digital-first briefs

1.) What would be the best format and message for a women’s clothing retailer in the “Do” stage?

• Blog post outlining fashion trends
• Newsletter on tips to take care of your new garment
• Search ads with discounts and a site-link extension leading to product
• Skippable pre-roll ad talking about how the clothing is manufactured and designed

2.) Louise, who works for a computer company, sent her loyal customers and brand fans a display ad with this message: “For your first purchase, get a discount” display ad. Why didn’t this work?

• This message would have worked better for the “See” stage.
• This message would have worked better for the “Care” stage.
• This message would have worked better for the “Do” stage.
• This message would have worked better for the “Think” stage.

3.) Imagine you were explaining how to stay relevant in the digital ecosystem. What would be the most important point to get across?

• The journey hasn’t changed, customers move through a funnel toward purchase
• Apply the same principles you used to use for print, radio, and tv to search and digital
• The value of blasting a one-sized-fits-all message at scale
• Marketers must understand a customer’s intent

4.) To capture the “Do” stage for a marketing campaign selling men’s razors, you invited users who watched your entire pre-roll ad to sign up for a newsletter on male grooming trends. The results were dismal. Why?

• This was a great idea to reward loyal customers.
• This tactic would have been appropriate for the “Think” stage.
• This tactic didn’t consider personas or opposites attract thinking.
• This would have been better as an awareness campaign.

5.) What is the risk to a brand if it wants to be everything to every possible customer?

• It won’t be able to keep up with the demand.
• It could lose its unique differentiator within the market.
• There is absolutely zero risk. This is what all brands should do.
• It would spend too much money automating its marketing efforts.

6.) You work for a perfume company and identified a customer portrait for young, working moms who are fans of organic, natural products. How would you target them during the “Think” stage of See, Think, Do, Care?

• Make a pre-roll, skippable video ad that showcases the lifestyles of your target audience
• Deliver a display ad that promotes a blog post on the top perfume ingredients that work well for children who have allergies
• Create a search campaign based around the terms “looking for organic, hypoallergenic perfume”
• Send out an exclusive newsletter with instructions on how to apply for a loyalty discount card

7.) The other day you were searching for electronic music schools and visited some related sites. A few days later you were curious about how many calories were in the curry rice you had at lunch and searched “calories in curry rice”. You landed on a site with nutritional tips and noticed a display ad for an electronic music school. You decide to click on it. What signal was likely used to target you with this ad?

• People who searched for “where to buy chicken curry”
• All those who searched for a recipe
• An earlier site visit of electronic music schools
• People who were interested in half marathons in the area

8.) Your manager thinks the detail you’ve used in your customer portraits isn’t necessary. What should you do next?

• Point out that the more you know about your audience, the more targeted you can be with your messages across the entire journey
• Advocate for keeping the detail in the portraits because it represents very accurately what the people in your focus groups told you
• Say that you see his point and that this is just a way for you to glean more insights; you’ll be prioritizing demographic data only
• Agree with your manager and redo all the portraits according to his vision; implement a best practice to follow suit

9.) Imagine you created a sponsored post for your target audience. The post linked to a detailed side-by-side comparison of your product suite. You noticed that you received very little traffic. What principle would you need to strengthen?

• All three principles
• Aware of intent
• Digital-first
• Link to brand

10.) What is the main difference between a traditional campaign brief and a digital-first one?

• A digital-first brief summarizes every media metric the campaign should hit, along with tactics to use.
• A digital-first brief highlights all the digital formats and channels available to creatives.
• A digital-first brief values e-commerce and has already shaped the creative teams should use.
• A digital-first brief focuses on the consumer and the desired shift in their behavior, not on media metrics.

11.) You received some feedback that your team thinks you missed some vital micro-moments. What do you do to find the ones you missed?

• Just focus on the moments where your customers use smartphones and mobile devices
• Disregard the feedback and trust that your instincts are correct
• Rule out signals such as likes, browse behavior, and reading an article
• Go back and try to re-anticipate all the touch points your customers may have

12.) What would you recommend for a company that wasn’t yet clear who their target is or their unique benefit?

• Try a content analysis
• Do a cost analysis
• Write a positioning statement
• Use a Strengths, Weaknesses, Opportunities, Threats framework

13.) Why is a digital-first brief an important part of the campaign process?

• It stimulates people to come up with creative, diverse, and expansive solutions befitting a digital landscape.
• It provides ample detail and prevents contributors from going off message and out of scope.
• It gives teams a sense of what the key performance indicators for the project will be and what the key message will be for their channel.
• It ensures all teams are aware of budget, the parameters of the project, and how to execute the key messages.

14.) You’ve been asked to identify micro-moments for a new automotive client. Where do you start?

• Look at your data to get insights on customer behavior
• Avoid location data and information relating to time
• Just focus on the moments involving cash transactions
• Capture each and every moment you can—don’t hold back

Google My Business Basics Assessment Answers
Google My Business Basics Exam Answers

Learn how to use your free Google My Business to create listings that will stand out when customers search online.

Google My Business Basics Courses

1. Engage customers with Google My Business
2. Claim your Google My Business listing
3. Get your business listing verified
4. Optimize your Google My Business listing
5. Use tools to engage your customers
6. Manage listings simply in bulk

1.) What can you use to write applications that manage a Google My Business account and location data?

• Google My Business application programming interface (API)
• Google My Business with AdWords location extensions
• Google My Business website builder
• AdWords Express

2.) How can business owners benefit from using AdWords Express with their Google My Business listing?

• They can create and manage a website in AdWords Express right from the Google My Business profile.
• It gives them the ability to instantly verify their business through AdWords Express.
• They can log into AdWords Express right from their Google My Business profile to create an ad campaign.
• They can add their business listing to Google Maps.

3.) Lamin has requested and is awaiting his verification code, when he realizes he needs to edit some of his business information. What should he do next?

• Call Google support so they can edit his business information
• Edit his listing and enter the verification code when he receives it
• Re-start the process to claim his listing and request a new verification code
• Edit his listing and request a new verification code

4.) Cozy Coat Factory is a large chain retailer of discount fashions. Many of their stores are located within shopping centers and outlet malls. How should you input the business name of these locations in their bulk upload spreadsheet?

• Use the shopping center’s name as the business name
• Use the core business name, as it appears in the real world
• Add the store code to the business name
• Include the name of the shopping center in the business name

5.) Jessica has claimed and edited her listing, but she is still not seeing her changes live on Google Search. What step does she need to complete to finalize her listing?

• Account verification
• Create a Google My Business owner account
• Business verification
• Link her account with AdWords

6.) Michelle wants to know how she can improve her business listing so it reaches the most people online. What can she do to get the information she needs?

• She can ask her customers to provide the information as part of their review.
• She can use insights to see how many people saw her business online and the types of things they were searching for when her listing appeared.
• She can review her AdWords Express account to see what ads she has connected to her listing.
• She can review the call information to see how many customers are calling her directly from their online search.

7.) You just created a new product and want to get in front of potential customers who use Google Search and Maps. What is the most suitable Google My Business tool you can use to accomplish this?

• Messaging
• Posts
• Analytics
• Website builder

8.) Alan wants to make sure customers searching online know about the new line of shoes his store is now selling. What can he do with his Google My Business listing so customers learn about his new product?

• He can respond to customer reviews about his products so they know about the products he has to offer.
• He can update his business listing so the brand name appears in his information.
• He can add photos of the new products so customers will see them when they search online.
• He can review customer interactions in insights to see what his customers are searching for.

9.) Bob owns a small café with a Google My Business listing, but he’d also love to have a mobile-friendly website as well. He doesn’t know much about creating websites. What’s a tool that Bob can use to create his site?

• Posts
• Messaging
• Website builder
• AdWords

10.) You are using Google My Business to promote your restaurant online and attract new customers. What feature can you use to encourage new people to try you out?

• Dynamic ads
• Insights
• Customer reviews
• In-search call button

11.) You made changes to your business listing, but Google flagged the edits as pending. What do you need to do so your updated information appears in your listing?

• Complete a change of information form
• Review the information and make any necessary changes
• Delete your information and resubmit it
• Submit a request to Google for approval

12.) What are the verifcation options for businesses with 10 or more locations?

• They can import and verify their locations in bulk.
• They will have to enter and verify their locations individually.
• They can enter their location information in bulk, but will have to verify each location individually.
• They only need to verify one location, and the rest will be automatically verified.

13.) Juan wants to claim an existing listing for his business. What does he need to do to get started?

• Log in to Google My Business, search for, and select his listing
• Request a verification postcard with a code to access his listing
• Start a new listing and request to merge it with the existing listing
• Click on the listing and start editing his business information

14.) The Google My Business messaging tool allows customers to reach business owners through what type of communication?

• Video chat
• Text messaging
• Bulletin boards
• Email

15.) You just started using Google My Business and you want to see how many of your customers have been interacting with your business online. What feature can you use to access this information?

• Location tracking
• AdWords Express
• Google My Business data reporting
• Insights

Manage ecommerce with DoubleClick Search Assessment Answers
Manage ecommerce with DoubleClick Search Exam Answers

Discover how to use data to create search campaigns around your products or inventory.

Manage ecommerce with DoubleClick Search Courses

1. Build a search campaign with feeds
2. Create your product feed
3. Process feeds in DoubleClick Search
4. Generate upgraded inventory campaigns
5. Build adaptive Shopping campaigns
6. Optimize inventory campaign performance

1.) Denise is running an inventory campaign and wants to make sure her top products are eligible to show.

How does she set up her report to get this information?

• She will sort the data by highest clicks or conversions and view the product status columns.
• She will set up her report to track product sales based on style.
• She will add an “Inventory management enabled” column.
• She will add an “Inventory template” column to her report.

2.) Michelle is working with a client that needs to submit her feed through the DoubleClick Search support team.

Why does she need to submit a sample feed two weeks before she wants it to go live?

• She wants the support team to have time to provide her with an implementation timeline.
• The support team needs time to make changes to her feed prior to implementation.
• The support team needs to add the feed to their FTP server.
• A sample feed needs to be submitted two weeks early so the support team can approve the field attributes.

3.) Using DoubleClick Search to create a campaign with a product feed means you’ll need to input what kind of information?

• Relevant keywords for search queries you want your ads to appear in
• The precise ad groups you require to optimize your campaign
• Specific ad copy for each of your ads
• Up-to-date product data

4.) You’re setting up a campaign to offer free shipping for all products over $25.

How can you make sure the text “Free Shipping” is automatically generated for ads for all products over $25?

• You would use a formula to create a dynamic filter at the ad and ad group level to only display products over $25 with “Free Shipping” appended.
• You would add the text to each campaign after it’s generated.
• You would create a multiplier that would be applied to your campaign template.
• You would apply specific settings to your template to establish how your data is converted into entities.

5.) Your client is preparing to create a new inventory campaign.

What is the first thing he has to do?

• Choose a name for his template
• Apply formulas to the templates
• Create an inventory plan
• Create a template

6.) You just launched a campaign to advertise a new line of purses. You really want to know the revenue generated by these specific products in the inventory feed.

What do you need to do to generate this report?

• Change your account settings in DoubleClick Search
• Set up your feed so it filters out all other products
• Create a separate feed for the line of purses and then generate a report on that specific feed
• Make sure Floodlight transaction tags are set up

7.) Mark is creating an adaptive Shopping campaign for his client who owns a cycle shop. He wants to use feeds to create advertisements for the numerous products his client sells.

How can he make sure he gains more bid control and coverage?

• By clustering similarly performing products together into relational groups
• By adding his client’s key products to the “Everything else” group
• By choosing to let his product group automatically subdivide
• By setting up his feed to group all new products into one category

8.) You’re a marketing specialist at a large retailer, and you’re looking to create an adaptive Shopping campaign based on your inventory of available shoes.

What is the first thing you have to do to get the process started?

• Create a feed of product data
• Create a text ad
• Set up a feed in Merchant Center
• Contact the DoubleClick Search support team

9.) You’re building an adaptive Shopping campaign for your client, a retailer of designer shoes.

What attribute is required for a product data feed?

• Shortened product title that better fits an ad headline
• Product ID that uniquely identifies the item
• More than one product image to give potential customers a better view of the product
• Size type to identify what sizing system you are using

10.) Your client is a hotel chain that wants to easily generate search ads based on their available inventory of hotel rooms at their more than 500 locations.

What type of campaign is best suited to their needs?

• AdWords campaign
• Inventory campaign
• Adaptive Shopping campaign
• Native Shopping campaign

11.) You want to create an adaptive Shopping campaign advertising your new line of swimsuits.

What do you need to do?

• Create a single campaign for swimsuits
• Set up your ads so DoubleClick Search will automatically subdivide your product groups by product type
• Create a feed that filters for product code
• Set up your ads so DoubleClick Search will automatically subdivide your product groups by keyword

12.) Providing correctly spelled product titles and brand names help DoubleClick Search produce what for your campaign?

• Optimal landing pages for your target countries and languages
• Relevant keywords
• Item titles that fit ad headlines
• Landing pages that match information in your product feed

13.) Amanda is running an inventory campaign for her client, a large car dealership. Due to unexpected demand, they’ve run out of a popular car model, and Amanda needs to pause the ads for this particular model.

How does she accomplish this?

• Include logic that pauses ads when the number of cars drops below a certain threshold
• Locate the ad and pause it manually
• Pause the entire ad campaign, as an ad cannot be individually paused
• Delete the car model from the product feed

DoubleClick Billing Basics Assessment Answers
DoubleClick Billing Basics Exam Answers

Learn how to set up and manage billing in DoubleClick Digital Marketing.

DoubleClick Billing Basics Courses

1. Get started with DoubleClick billing
2. Set up billing for accurate invoicing
3. Manage your billing profiles
4. Calculate billing rates
5. Manage invoices in Google payments center

1.) Along with rates, which billing configuration is set based on contract?

• Email address
• Invoice level
• Currency
• Purchase order (PO) number

2.) Which DoubleClick platform is billed on total media costs and includes a platform fee, data fees, and any third-party fees?

• Bid Manager
• AdWords
• Campaign Manager
• Search

3.) Your agency has set up a purchase order (PO) number at the billing profile level in Bid Manager.

In which section of the invoice can you see the PO number?

• As a payment coupon
• As an invoice split level
• Directly below the Order Details
• In the upper top corner of the invoice

4.) While examining your invoice, you notice a charge that is incorrect.

At what point should you contact your Account Manager?

• Prior to paying the invoice
• After the third day of the month, but prior to the twenty-fifth
• On the last day of the sixty-day billing cycle
• After paying the invoice

5.) Alex is in charge of DoubleClick billing for his agency. He’d like to separate charges on his Bid Manager invoice so he can clearly see the costs of media fees and platform fees.

How can he accomplish this?

• Add the information to the “Invoice detail level” field
• Fill out the “Billing invoice code” field
• Make adjustments based on the sixty-day rolling invoice cycle
• Assign an Itemization level as “Separate media and platform” fees

6.) Tara is your agency’s Campaign Manager specialist. You reach out to her to figure out why there are additional cost-per-thousand-impressions (CPM) fees on this month’s invoice.

What did Tara do to incur this increase in fees?

• She increased media spend, which moved her to a higher rate tier
• She launched a new rich media campaign
• She enabled day and time targeting
• She set up click trackers

Bid Manager Brand Controls Basics Assessment Answers
Bid Manager Brand Controls Basics Exam Answers

Learn the ways Google places ads on content and how you can use Google’s brand controls to achieve your unique brand appropriateness goals.

Bid Manager Brand Controls Basics Courses

1. How Google places ads on content
2. Brand controls for Bid Manager

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

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

2.) How does an advertiser create a blacklist of apps and sites where their ads will never serve?

• Create a spreadsheet of URLs and apps, and share it with your account manager.
• Create a list of negative keywords, and set it as a blacklist for that advertiser.
• Enable the API for blacklisted channels, and submit through a structured data file.
• Create a channel of URLs and apps, and set it as a blacklist for that advertiser.

3.) Who controls the type of site content that’s acceptable for your ads to appear on?

• Google
• Industry-respected certification organizations
• Consumers who watch ads
• You

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

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

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

• False
• True

6.) An advertiser wants to serve on sites that are suitable for general audiences, similar to movie ratings.

Which targeting option should they use?

• Viewability of 20 percent or greater
• Video ad position
• Digital content labels
• Motion picture ratings

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

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