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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?

  1. Adaptive geo-targeting
  2. Health panel geo tab
  3. Remarketing lists for search ads (RLSA)
  4. Portfolio geo-bidding

100% Correct Answer

  • Adaptive geo-targeting
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DoubleClick Optimize performance in Search Assessment Answers

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?

Answers › DoubleClick Optimize performance in Search Assessment Answers › 14/03/2018

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

100% Correct Answer

  • Limit the number of versions they test

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?

Answers › DoubleClick Optimize performance in Search Assessment Answers › 14/03/2018

  1. Pause one of the campaigns
  2. Enable adaptive geo-targeting
  3. Create a new budget group
  4. Lower the cost per action

100% Correct Answer

  • Lower the cost per action

What is one benefit of using the sitelink extension?

Answers › DoubleClick Optimize performance in Search Assessment Answers › 14/03/2018

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

100% Correct Answer

  • Users will be directed to a more relevant landing page right away.

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

Answers › DoubleClick Optimize performance in Search Assessment Answers › 14/03/2018

  1. Remove 10 percent of spend from each DinoWorld budget group to account for seasonal fluctuations
  2. Customize the spend allocations to provide more spend during popular events at DinoWorld Theme Park
  3. Create duplicate DinoWorld keywords to run as a control group
  4. Enable A/B testing of DinoWorld landing pages to manage spend during seasonal fluctuations

100% Correct Answer

  • Customize the spend allocations to provide more spend during popular events at DinoWorld Theme Park

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?

Answers › DoubleClick Optimize performance in Search Assessment Answers › 14/03/2018

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

100% Correct Answer

  • Look for patterns across reports

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?

Answers › DoubleClick Optimize performance in Search Assessment Answers › 14/03/2018

  1. Portfolio bidding
  2. Forecasting
  3. Bid strategy health
  4. Attribution modeling

100% Correct Answer

  • Forecasting

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?

Answers › DoubleClick Optimize performance in Search Assessment Answers › 14/03/2018

  1. Assists
  2. Last click
  3. Position based
  4. Time Decay

100% Correct Answer

  • Assists

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?

Answers › DoubleClick Optimize performance in Search Assessment Answers › 14/03/2018

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

100% Correct Answer

  • Create a bid strategy with custom Floodlight variable data as a weighted goal

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

Answers › DoubleClick Optimize performance in Search Assessment Answers › 14/03/2018

  1. Budget Management tab
  2. View the Health panel overview
  3. Pull a report and check for cost per action (CPA) across strategies
  4. Add a filter for bid strategy health status on the bid strategy summary page

100% Correct Answer

  • Add a filter for bid strategy health status on the bid strategy summary page

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?

Answers › DoubleClick Optimize performance in Search Assessment Answers › 14/03/2018

  1. Display remarketing from search
  2. Programmatic remarketing
  3. Portfolio bidding
  4. Remarketing lists for search ads (RLSA)

100% Correct Answer

  • Display remarketing from search

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?

Answers › DoubleClick Optimize performance in Search Assessment Answers › 14/03/2018

  1. Adaptive geo-targeting
  2. Health panel geo tab
  3. Remarketing lists for search ads (RLSA)
  4. Portfolio geo-bidding

100% Correct Answer

  • Adaptive geo-targeting

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?

Answers › DoubleClick Optimize performance in Search Assessment Answers › 14/03/2018

  1. Linear
  2. Time Decay
  3. Position based
  4. Last click

100% Correct Answer

  • Linear

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?

Answers › DoubleClick Optimize performance in Search Assessment Answers › 14/03/2018

  1. Adaptive geo-targeting
  2. Portfolio bidding
  3. Programmatic remarketing
  4. Remarketing lists for search ads (RLSA)

100% Correct Answer

  • Remarketing lists for search ads (RLSA)

Debbie is excited to plan budgets directly in DoubleClick Search. What is a best practice to help her get started?

Answers › DoubleClick Optimize performance in Search Assessment Answers › 14/03/2018

  1. Organize campaigns with the same advertising focus into budget groups
  2. Organize campaigns into budget groups broken out by each week
  3. Group all campaigns into a single budget group for better spend optimization
  4. Organize campaigns into budget groups based on geographic region

100% Correct Answer

  • Organize campaigns with the same advertising focus into budget groups

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?

Answers › DoubleClick Optimize performance in Search Assessment Answers › 14/03/2018

  1. DoubleClick has a calibration period following significant CPA changes.
  2. The CPA is much higher than optimum CPA historically.
  3. DoubleClick thinks there is insufficient budget for the ROI goal.
  4. DoubleClick detects there’s an insufficient conversion volume to determine optimum CPA.

100% Correct Answer

  • DoubleClick has a calibration period following significant CPA changes.

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?

Answers › DoubleClick Optimize performance in Search Assessment Answers › 14/03/2018

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

100% Correct Answer

  • Compare conversion data across three different attribution models

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?

Answers › DoubleClick Optimize performance in Search Assessment Answers › 14/03/2018

  1. Keep the content on the landing pages unchanged
  2. Test as many landing pages as possible to keep the testing period short
  3. Keep the landing pages as generic as possible
  4. Test the landing pages in every one of their ads for consistency

100% Correct Answer

  • Keep the content on the landing pages unchanged

What is a benefit of portfolio bid strategies?

Answers › DoubleClick Optimize performance in Search Assessment Answers › 14/03/2018

  1. They manage bids on keywords across the portfolio to reach the target.
  2. They manage geo-targeting across the portfolio of campaigns to reach the target.
  3. They split conversion credit across all interactions to provide better insights.
  4. They find the best-performing geographic areas and adjust bids to reach the target.

100% Correct Answer

  • They manage bids on keywords across the portfolio to reach the target.

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?

Answers › DoubleClick Optimize performance in Search Assessment Answers › 14/03/2018

  1. Forecasting
  2. Portfolio bidding
  3. Attribution modeling
  4. Bid strategy health

100% Correct Answer

  • Forecasting

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?

Answers › DoubleClick Optimize performance in Search Assessment Answers › 14/03/2018

  1. Callout and location
  2. Callout and sitelink
  3. Sitelink and location
  4. Location

100% Correct Answer

  • Callout and location

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?

Answers › DoubleClick Optimize performance in Search Assessment Answers › 14/03/2018

  1. Upload offline conversion data once a month
  2. Upload offline conversion data only if conversions have occurred
  3. Upload offline conversion data files in the order conversions occurred
  4. Upload offline conversion data in its original formatting

100% Correct Answer

  • Upload offline conversion data files in the order conversions occurred

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?

Answers › DoubleClick Optimize performance in Search Assessment Answers › 14/03/2018

  1. Performance reports
  2. Offline data
  3. Custom attribution modeling
  4. Business data

100% Correct Answer

  • Business data

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?

Answers › DoubleClick Optimize performance in Search Assessment Answers › 14/03/2018

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

100% Correct Answer

  • Health panel overview

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

Answers › DoubleClick Optimize performance in Search Assessment Answers › 14/03/2018

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

100% Correct Answer

  • The ability to see aggregate budget performance across an entire account

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

Answers › DoubleClick Optimize performance in Search Assessment Answers › 13/03/2018

  1. Path Length
  2. Custom
  3. Data-driven
  4. Top Conversion Paths

100% Correct Answer

  • Data-driven

How does the position-based attribution model assign conversion credit?

Answers › DoubleClick Optimize performance in Search Assessment Answers › 13/03/2018

  1. All credit goes to the last click
  2. Majority of credit is split across click interactions, with remaining credit given to any impressions
  3. Majority of credit is split between the first and last interactions, with remaining credit given to other interactions
  4. Majority of credit is given to the first interaction, with remaining credit given to other interactions

100% Correct Answer

  • Majority of credit is split between the first and last interactions, with remaining credit given to other interactions