The mobile video Masthead is a homepage ad similar to the desktop video Masthead and will appear on the homepage of all of the YouTube mobile and tablet properties, including ____.

A) both the iOS and Android mobile apps
B) the Android mobile app and m.youtube.com
C) the Android native mobile app, the iOS app, and m.youtube.com
D) reserve in-stream ads

When should an advertiser use an app extension instead of an app promotion ad?

With keywords intended to direct users to the mobile website, but still give the option to download the app
B) To run your ad on both Search and Display
C) To re-engage with users who have already downloaded the app
D) With keywords intended to drive app download, but still give the option to visit the mobile website

For someone who wants to run a Display Network campaign, which tool is best suited for providing targeting ideas and estimates?

A) Display Planner
B) Display Ad Builder
C) Display Ad Preview and Diagnosis
D) Display Keyword Planner

Where can app ads run?

A) Within other apps, also known as in-app
B) Only on the Google Play store
C) Across Display, Search, and YouTube
D) Only on Admob

Where can app ads run?

A) Within other apps, also known as in-app
B) Only on the Google Play store
C) On the search and Display, Search, and YouTube
D) Only on Admob

The path to conversion on mobile is not the same as on desktop or tablet due to ALL of the following EXCEPT:

A) Intent
B) Differing screen size
C) Functionality
D) Context

is a tool that can show you what happens after a customer clicks on your ads; whether they made a purchase, downloaded an app, or called your business.

Keyword planner
Sitelinks
App extensions
Conversion tracking

An advertiser would NOT use AdWords’ mobile offering to:

A) Build a mobile-optimized website
B) Engage with users who have already downloaded their app
C) Track conversions once a user downloads their app
D) Advertise their app

What is a lightbox ad?

A) A type of ad format that shows extra information (“extending” from your text ads) about your business
B) A mobile text ad
C) A cross-screen expandable ad format that optimizes for taps/swipes on mobile and mouse-overs/clicks on desktops
D) A remarketing specific ad format to announce new features of your app

If you want to reach certain categories of apps with in-app display ads, or if you know the apps you want to target, you should

Enable Active View reporting
Create a Display Network campaign targeted to mobile apps
Go to “Campaign Exclusions” from the Display Network tab
Create a placement inclusion for mobile apps

With YouTube Mastheads you can get 100% share of voice, not just on the desktop YouTube site, but also across screens with:

The AdWords mobile site and YouTube app
The YouTube mobile site and the YouTube app
Video Search on Google The
YouTube mobile site and Google Play App

Which flexible bid strategy might help improve the chances that your ad gets to the top of the page?
OR

Which automated bid strategy might help improve the chances that your ad gets to the top of the page?

A) Target outranking share
B) Target cost-per-acquisition (CPA)
C) Target search page location
D) Target return on ad spend (ROAS)

Many successful mobile sites have large “touch targets” for clicking that take into account.

location where mobile is being used
time of day
the lack of precision on a touch screen
responsive design based on touch

To understand the full value of mobile, you must take into account:

A) App downloads, calls, store visits, cross device conversion, mobile conversions
B) Cross device and mobile conversions
C) Mobile conversions
D) Utilization of mobile ad formats, extensions, app and mobile site design best practices

The Mobile App Acquisition reports provide data for which of the following?

How many times your mobile apps was installed and opened.
How users spend time outside of your app
The type of targeting that has the lowest cost–per–acquisition
How much data your app has acquired

Viewable impressions allow you to

A) Allow you to only pay for those ads that are actually viewed
B) Allow you to pay for ads when they are displayed in a viewable position
C) Allow you to only pay for video ads that are viewed within an hour
D) Allow you to pay for ads that are viewed and also converted

Which is a benefit of using server-to-server app conversion tracking over an SDK?

If not implemented correctly, adding the SDK and conversion tracking code could result in bugs in the app
B) Adding multiple SDKs for various advertising or analytics platforms have no impact on app code file-size
C) Server-to-server connections are easier to set up than code-less conversion tracking
D) Adding SDK and conversion tracking changes to your app doesn’t require review by the Google Play Store

Automated bidding is ideal for advertisers who:

want to save time managing bids based on hundreds of signals
don’t want to spend a lot of time managing keywords
want to set their own bids for individual ad groups
want to set their own bids for individual keywords

App remarketing allows you to target people who:

A) Have searched for your app
B) All of the listed answers are incorrect
C) Have searched for apps similar to yours
D) Have used your app before

Select the one way NOT to track app conversions.

A) Using Codeless Android Install tracking
B) Integrate the Google SDK in your app
C) Using an app analytics provider for your AdWords campaigns
D) Add a javascript snippet to your website

Usage data allows advertisers to:

Create remarketing lists based on how frequently or infrequently a customer is using their appCreate a conversion tracking list and add it to their app
Change bid adjustments based on mobile traffic
Add the conversion tracking tag to their app

Which of the following is a way for an advertiser to monetize their app?

A) Charging for app downloads from the Apple iTunes or Google Play store
B) All of the listed answers are correct
C) In-app purchases
D) In-app ads

The codeless conversion tracking solution is usually recommended for app downloads on Android OS over SDK or server to server solution when speed and ease of implementation is a priority.

False
True

AdMob is ____.

A) AdWords’ non-owned and operated mobile app inventory
B) a custom deep link
C) an app promotion ad format
D) an ad extension

To connect Firebase to Google Analytics, which of these is required?

Google Analytics account access and a new property for your mobile app
A working knowledge of mobile click attribution technologies
More than 100 app installs or conversions
At least 1 app install or conversion

To show an ad, which is eligible to appear on search partner sites, on the mobile version of Google Maps, you should use:

A) product extensions
B) location extensions
C) mobile extensions
D) store visit extensions

You can use a mobile specific display URL to:

A) Show consumers that you are a large brand
B) Differentiate yourself from other advertisers
C) Indicate that you have a mobile-friendly landing page
D) Effectively track conversions to your desktop site

According to a Nielsen study, what percentage of purchase–related conversions happened within an hour of the mobile searches that initiated them?

A) 50%
B) 75%
C) 25%
D) 0%

If your campaign is running on the Display Network, your ads:

Are automatically eligible to show in mobile apps
B) Will only show on mobile apps that you select
C) Are not eligible to show in mobile apps
D) Are only eligible to show in specific mobile apps

A ______ specifies a location in an app that corresponds to the content you’d like to show.

A) remarketing link
B) deep link
C) location link
D) location extension

How do upgraded URLs help advertisers with third-party conversion tracking?

Manage a single tracking URL at the campaign, ad group or ad level that is separate from the landing page URL
Show deep link URLs only to people who already have the app
Show app install ads only to people who haven’t downloaded the app yet
Allow advertisers to direct users to the app store to download their app

App downloads are conversions that are tracked when a user downloads or installs a mobile application for the first time.

True
False

What is an app install ad?

A) A type of targeting used to match your ads to sites or pages based on the keywords or topics you’ve chosen
B) An ad format for advertisers to re-engage with users who have already downloaded the app
C) A templated way to create text, banner, image, and interstitial ads driving users to the Google Play store
D) An app extension which shows a link to your app below your ad

Which of the following is not a type of mobile ad extension?

A) Sitelink extension
B) Download extension
C) Call extension
D) App extension

_______ are a type of ad format that show extra information about your business.

A) App installs
B) Deep link extensions
C) Ad extensions
D) AdMob extensions

50% of purchase–related conversions happened within ______ of the mobile searches that initiated them.

half-an-hour
two hours
one hour

True or false: Firebase can reduce complication for advertisers by providing them only one SDK to track all traffic sources, including ad networks.

True
False

To track conversions in an app, you can add the AdWords conversion tracking SDK to your app. SDK stands for:

A) Software Deprecation Kit
B) Schema Development Key
C) Schema Development Kit
D) Software Development Kit

iOS App Install confirmation is a feedback mechanism which enables customers to receive confirmation from Google every time an iOS app install event can be attributed to an AdWords ad click or view. Why would an advertiser use this solution?

The advertiser is using an in-house or third party app analytics system.
This is the only available method of conversion tracking for iOS
The advertiser wants to count calls as conversions
The advertiser is interested in cross–device conversions

Auto exclusions allow:

Google’s mobile app promotion template ads to be automatically excluded from showing to users who have already downloaded the advertisers app.

Google’s mobile app promotion template ads to automatically include showing to users who have already downloaded the advertisers app.

Google advertisers to exclude high install pricing.

Google advertisers to exclude automatic bidding within their mobile app.

Mobile presents an opportunity for a more targeted marketing message because you have an understanding of context such as time, location, and proximity of the customer.

False
True

Which of the following is true about mobile optimized sites?

A) You should build your app before your mobile site
B) Visitors to your mobile-optimized site will be at the same point in the purchase funnel as visitors to your desktop site
C) Mobile websites should only focus on task-based functionality, i.e. be a stripped-down version of the desktop site
D) Mobile-friendly experiences typically feature easy navigation, quick-to-load images, and streamlined text

Call conversions, which can be tracked by businesses in eligible countries, can be used to track calls from users who visited a website from any source.

A) False
B) True

What is an app engagement ad?

A customized ad shown to users who already have the app in order to drive them back to the app
B) An app extensions which shows a link to your app below your ad
C) A templated “engagement” image ad which allows you to add more text or information to your ad
D) An ad which uses cookies to appear to users who have already downloaded an app

Deep-linking allows:

A) Ads to direct new customers only into deeper, more targeted sections of the app
B) Desktop users to be able to access deeper, more targeted sections within a mobile app
C) Mobile and desktop users to navigate within a mobile app
D) Ads to direct customers into deeper, more targeted sections of the app

An app developer might use remarketing if they wanted to promote a paid version of their game to everyone who played the free version and reached level 10.

A) True
B) False

What time of day does mobile usage generally peak?

A) During working hours
B) Morning and evening when people are commuting to work
C) Evening hours when people are at home
D) Spread evenly throughout the day

Which of the following is true about apps?

Once a customer downloads an app, they will be likely to return
Apps are more geared towards retention, loyalty, and engagement
Apps are more geared towards acquisition purposes
Apps and mobile optimized sites are the same thing

Call conversions, which can be tracked by businesses in eligible countries, can help advertisers understand the value that calls from their ads are driving by counting calls of a minimum duration to a Google forwarding number as conversions.

True
False

A(n) gives your app users the ability to open your app directly from other apps by clicking a link. To give your app users the ability to open your app directly from other apps by clicking a link, you should use:

app index
custom deep link
location extension
website deep link

What will you need before you can set up conversion tracking for calls from an ad or from a website (assuming Google forwarding numbers are available in your country)?

A) A sales team and operating phone bank
B) An active call extension or call-only ad
C) A mobile specific site-link extension
D) An app published in the Google Play store

An app advertiser would want to use a third-party tracking company to:

To have a single SDK to add to your app instead of one from each ad network
B) To have more control when communicating with each ad network
C) To see which of an app’s new users came from recent advertising clicks or views
D) To receive reporting on basic usage analytics

A mobile app is an application that can be downloaded and installed on your mobile device or rendered within a browser.

True
False

Showrooming refers to:

A) The phenomenon which turns brick and mortar stores into showroom apps for mobile users
B) The phenomenon where brands sell specialty or limited quantity goods through mobile
C) The phenomenon where various brands within similar categories complete for brand placement on a mobile device
D) The phenomenon which turns brick and mortar stores into showrooms for products which are then purchased online or via mobile

The two types of conversions for YouTube on mobile are:

A) Promotion views and engagement views
B) Promotion views and view-through conversions
C) Download views and engagement conversions
D) Conversions and view-through conversions

To re–engage users with an app, use the following strategies:

A) Build remarketing lists, engage in proactive outreach, offer something unique, use deep linking, and track everything beyond installs to understand your most valuable users
B) Build remarketing lists, engage in reactive outreach, offer something free, and don’t track anything outside of installs
C) Build general email lists, engage in reactive outreach, don’t use deep linking, and don’t track outside of installs
D) Build remarketing lists, engage in reactive outreach, use deep linking, and track outside of installs for your most valuable users

iOS app conversion tracking cannot be set up using:

Codeless conversion tracking
Install confirmation feedback
SDK
Server-to-server (S2S)

An advertiser with stores throughout the country could use location extension targeting to:

• A) Target users in the same way across all of their locations
• B) Target users who are within 10 miles of one particular city in the country
• C) Target users who are within 20 miles of one particular city in the country
• D) Decrease bid by 50% for users who are within 10 miles of their stores

To find the correct mobile bid, you would calculate:

A) (mobile conversion rate / desktop conversion rate) – 1
B) (mobile conversion rate / desktop conversion rate) + 1
C) (mobile conversion rate / desktop conversion rate) x 100
D) (desktop conversion rate / mobile conversion rate) – 1

When you use a flexible bid strategy, it will automatically optimize your bids based on:

Your performance KPI (Key Performance Indicator)
Your quality score
Your search term data
Your remarketing list

Showing your ads on top of the mobile page in search results is beneficial because:

A) Ads above the results get more prominent notice with desktop screens. There are also no ads on the right-hand side of the results on mobile
B) Ads below the results get more prominent notice with smaller mobile screens. There are also ads on the right-hand side of the results on mobile
C) Ads above the results might get more prominent notice with smaller mobile screens. There are also no ads on the right-hand side of the results on mobile
D) Ads above the results get more prominent notice with larger mobile screens. There are also no ads on the right-hand side of the results on mobile

In AdWords, you can create and manage video campaigns targeting mobile devices by using:

Masthead video campaigns
mobile app engagement campaigns
video campaigns
mobile app installs campaigns

When conversion data shows that mobile drives more value, you would _____ your mobile bid. When conversion data shows that desktop drives more value, you would ______ your mobile bid.

A) lower, lower
B) raise, lower
C) lower, raise
D) raise, raise

The Mobile App Behavior reports provide data for:

how many downloads were referrals from friends
in-app user satisfaction ratings
details about how users interact with other users of your app
interactions such as screen views, exits, and crashes

Assuming you are not using any bid adjustment and you value mobile traffic over desktop, which bid adjustment should you set?

A) Increase bid adjustment for desktop
B) Increase bid adjustment for mobile and desktop
C) Increase bid adjustment for tablets
D) Increase bid adjustment for mobile

Target cost-per-acquisition (CPA), which factors in auction-time signals including device, location, time of day, remarketing list, language, and operating system, automatically optimizes bids across:

search and display inventory to help advertisers reach their desired cost-per-install goal
search and display inventory to help advertisers reach their desired cost-per-impression goal
search and display inventory to help advertisers reach their desired cost-per-click (CPC) goal
search inventory to help advertisers reach their desired cost-per-install goal

Sitelink extensions:

allow targeted remarketing list users land directly on specific pages of your site
allow advertisers give users. option. land directly on specific pages of your site
decrease cliclarough rates (CTR) as users are sent to specific pages of your site
show your business address, phone number, and a map made,. your ad text

Which of the followingis not true about an app URL scheme ?

You can use hp" or a custom scheme that can ....he app or website name
Schemes are automatically set up when you create your app
Typically the website narne appears in reverse, sum as example com become corn example as a scheme
The scheme is a part °Me link Mat identifies which app open

Which of the following is true about anus?

The majority of Android apps have been downloaded
The number of app installs on Android tablets is increasing
Most smartpbone users download apps on a weekly basis
Once a customer downloads an app, they will be likely to return

AdWords cross-device conversions don't :

help advertisers understand the dev h ed the last ad click before the conversion
track from mobile to desktop conversions, they only track desktop to mobile conversions
track from desktop to mobile conversions, they only track mobile to desktop conversions
help advetsers track conversions that couldn't be tracked before in AdWords since they were
attributed to another nonAdWords .annel like organic search or direct

You can use the Mobile App Overview report to do which of the following ?

Review the cadet. your at, and SDKs
Gain insight into your competitor's strategies
Review data about your users' names, addresses, and income brackets
Assess the general health of your at, and follow data trends in key reporting areas

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Wednesday, November 8, 2017

Mobile Advertising Exam

To understand the full value of mobile, you must take into account:

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Mobile Advertising Exam

To understand the full value of mobile, you must take into account:

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