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  2. DoubleClick Search Basics Assessment Answers
  3. 11/03/2018 (Sun, 11 Mar)

DoubleClick Search Basics Assessment Answers

DoubleClick Search Basics Assessment Answers

What is a benefit of using executive reporting?

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

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?

  1. Create ads; create keywords; create engine account; create campaign
  2. Create ad groups; create campaign; create advertiser
  3. Create advertiser; create engine account; create campaign; create ad groups; create ads and keywords
  4. Create engine account; create keywords; create ads; create campaign

100% Correct Answer

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

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

  1. Add an attribution model
  2. Create a Floodlight activity column
  3. Enable support for Google Analytics
  4. Create a Floodlight activity group

100% Correct Answer

  • Create a Floodlight activity group

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

  1. Your ad copy
  2. Your search terms data
  3. Your key performance indicator
  4. Your budget pacing metrics

100% Correct Answer

  • Your key performance indicator

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?

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

100% Correct Answer

  • Create a separate activity group and a transaction tag in it

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

  1. Clicks, Return on advertising spend (ROAS)
  2. Actions, Monthly spend
  3. Clicks, Monthly spend
  4. Actions, Cost-per-action (CPA)

100% Correct Answer

  • Clicks, Monthly spend

What is search engine marketing?

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

100% Correct Answer

  • When an advertiser runs ads that show up alongside natural search results on a search engine

Bid strategies can find the most opportunities under which condition?

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

100% Correct Answer

  • A large portfolio with many trade-offs and opportunities

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?

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

100% Correct Answer

  • Segment data by device type

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

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

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?

  1. Reduce the number of keywords in the campaign
  2. Use a search engine management platform
  3. Run promotions annually, instead of seasonally
  4. Take advantage of search engine optimization

100% Correct Answer

  • Use a search engine management platform
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