Display Training

Question 1

The five kinds of displays ads are

Answer 1

1. search - notice, consider, take action
2. display - increase exposure
3. video - engage customers differently
4. shopping - advertise inventory, find leads
5. app - increase app engagement

Question 2

The four ways to optimize your campaign are

Answer 2

1. device targeting
2. locations and language targeting
3. bidding and budget settings
4. ad extensions

Question 3

The four types of display strategies are

Answer 3

1. awareness-based - target impression share
2. consideration-focused - maximize clicks
3. conversion-focused - maximize conversions (w/wo CPA)
4. value-based - maximize conversion value (w/wo ROAS)

Question 4

The Performance Planner will recommend the following campaigns…

Answer 4

1. search manual CPC or enhanced CPC
2. Search maximize clicks or maximize conversions
3. Search target CPA or target ROAS

Question 5

Performance Planner best practices include

Answer 5

1. use non-last click attribution conversions
2. create multiple plans for different marketing objectives
3. use the performance targets feature
4. use optimization score in the Recommendations page

Question 6

Factors to check while budget planning include

Answer 6

1. seasonality
2. market share
3. growth

Question 7

The main goal of the Performance Planner is

Answer 7

to forecast and determine budgets while improving ROI

Question 8

It’s best to repeat the budget planning process…

Answer 8

monthly