Google Ads AI-Powered Performance Certification Answers 2024

Google Ads AI-Powered Performance Certification Answers

Google Ads AI-Powered Performance Ads Assessment consists of 50 questions and you have 75 minutes to complete.

You will need a score of 80% or higher to pass

Google Ads AI-Powered Performance Certification Answers

Questions:

What are two main benefits of utilizing the Insights page? (Choose two.)

Select 2 Correct Responses

Insights can be used to discover and diagnose issues around performance.

Insights can be used to understand emerging search trends and new converting audiences.

Insights can be used for purposes of optimizing Search campaigns.
Insights can be used to understand competitors’ weekly spend.

Which is a strong example of a business objective that is needed to define before adopting an AI-powered solution?

Cost-per-click
Profit
Marketing spend
Cost of goods sold

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A local dessert chain is looking to improve its Google Ads campaign performance across its accounts. What are two ways it can use its optimization score to improve its campaigns? (Choose two.)

By determining the extent to which campaigns can be improved and how to go about making improvement
By the review and dismissal of recommendations that are relevant to their goal to save time optimizing campaigns
By accepting and immediately applying recommendations tailored to their business, which can save time
By measuring their score at the individual account level but not their manager account level

A chain of regional bookstores is looking to drive more value from their Google Ads campaigns by creating a value-based bidding strategy for the first time. Which best practice should they follow first in order to get started?

Begin with a strong measurement and attribution strategy based on their goals.
Enable a volume-based Smart Bidding strategy in all campaigns.
Create a value-based Smart Bidding strategy in their top two campaigns.
Build a large list of negative keywords to tailor traffic and eliminate uninterested consumers.

Which metric is used for value measurement?

Page depth
Time spent on site
Cost-per-click
Cart size

A digital marketing manager working with a national insurance provider hopes to support AI using first-party data. Before they can start using the data, what question do they need to answer?

Is there a way our data collection policies can be modified to encourage customers to share as much as possible?
What are the data storage capabilities for each marketing team member’s organizational device?
How can we start to use this data as quickly as we can, even at the expense of alignment with other teams?
Are we aligned with local regulations on data collection and user privacy to ensure we are properly using first-party data?

What’s the benefit of running a true A/B test with campaign experiments?

By testing multiple variables at a time, an A/B test gives advertisers information they can use to adjust their campaigns quickly based on insights.
By revealing whether their trial campaign drove user action that wouldn’t have taken place otherwise, an A/B test gives insights into user behavior.
By running a single campaign at a time, an A/B test allows for a true ramp-down period between each testing period so that results can be decluttered.
By running concurrently with an original campaign, a trial campaign controls for external factors, like seasonality, that might otherwise bias results.

What’s a best practice to follow when designing an experiment to test Performance Max campaigns?

Create a new CPA or ROAS goal for Performance Max campaigns to achieve.
Keep Performance Max budget limited to 10% of other campaigns’ budgets.
Optimize Performance Max to a comparable CPA or ROAS target to other campaigns.
Run the Performance Max experiment for one to two weeks before evaluating results.

Which Smart Bidding strategy would you utilize to optimize for value?

Maximize clicks
Target ROAS
Maximize conversions
Target Impression Share

In traditional marketing organizations, how is budgeting usually handled?

With fixed annual budgets that don’t adjust according to demand
With quarterly budgets that don’t need prior approval to be increased
With budgets that aren’t set for a time period or initiative
With budgets that adjust to the price of stock

A digital marketing manager has chosen to upgrade keywords to broad match. Which of these behaviors should they incorporate into their routine optimization cadence in order to guide machine learning?

Add more phrase and exact match keywords to improve reach.
Eliminate negative keywords that could block relevant traffic.
Ignore suggestions to add relevant new keywords.
Add Customer Match lists with data that is more than 90 days old.

What role do negative keywords play in a AI-powered Search strategy?

They let marketers identify additional searches that customers might be using to locate a business.
They make it harder for customers to leave negative reviews about a business.
They allow marketers to limit the terms that competitors are able to bid on at auction,
They prohibit otherwise qualifying queries from triggering ads for an irrelevant search.

How does a test-and-learn mindset help marketers find success in their AI efforts?

It lets leaders spot low performers more easily.
It fosters competition across the organization.
It encourages teams to break down silos and identify solutions quickly.
It helps teams test more than one business objective at the same time.

Which of the following tools can help marketers maximize performance of a value-based bidding strategy?

Diagnostic insights
Keyword planner
Target simulators
Ad strength rating

What’s a best practice to follow when creating a Performance Max campaign?

Avoid linking a Google My Business or Google Merchant Center feed
Use the maximum number of text, image, and video assets possible
Limit the number of ad extensions within an asset group
Establish conversion tracking after a campaign has been running for two weeks

What are the variables that affect whether an optimization score rec

There’s no specific focus, as all types of recommendations are surfaced for all individual and manager accounts
Recommendations are surfaced when the system determines that business objectives need to be expanded.
Information gleaned from algorithms that identify the changes necessary for the largest increase in campaign spend, independent of performance impact
Information gleaned from machine learning and simulations that identify potential performance uplift based on a marketer’s business objective

A digital marketer has upgraded their Smart Bidding strategy to value-based bidding. Which two Google Ads tools should they use regularly? (Choose two.)

Performance Planner
Keyword planner
Ad strength rating
Bid strategy report

What are two ways that Performance Planner can help you plan budgets? (Choose two.)

Identify the best billing method for a particular account to make timely payments more likely.
Model the impact of different budgets to gain insights on how they might affect performance.
Determine the size of the opportunity for increased sales across upcoming seasonal periods.
Assess the spending-per-keyword in each campaign over the past month.

What’s a best practice when building an account structure designed to improve the performance of AI-powered solutions?

Create as many campaigns as possible to achieve business goals.
Design campaigns around specific manual optimizaton levers.
Focus account structure on business goals, not channel silos.
Segment account structure by device and match type to customize creative.

Why are broad match keywords so important?

They guarantee that a keyword’s core concept is present in the search term while reaching a volume comprable to what exact match keywords would deliver.
Broad match gives marketers an opportunity to reach the maximum number of consumers who are seeking out their offering without having to spend the time adding different keywords.
They are needed alongside exact match and phrase match keywords in any ad group if high performace is to be expected.
Broad match gives marketers a lot of control over the specific search terms to which ads correspond, as well as the ability to limit volume.

A digital marketing manager for a large retailer manages a fully flexible budget for their campaigns. Which best practice should they follow in order to maximize results from their flexible budget?

Cap budgets at the average daily spend to eliminate unnecessary budget usage during seasonal periods.
Use shared budgets and portfolio bid strategies to maximize campaign flexiblity and allow AI to do its work.
Create a separate budget for campaign experiments and unforeseen market changes.
Adjust performance targets monthly or quarterly to optimize AI-driven solutions.

How does uncapping budgets help to fully capture AI’s benefits?

Campaigns need enough budget flexibility to maximize AI’s potential.
AI only works in newly created campaigns with budgets of $1,000 per day or more.
When there’s a limitation placed on a campaign budget, a Smart Bidding strategy will revert to manual bidding.
Campaigns will spend more of their budget to reach more customers.

What’s an important benefit of opting into automatically applied recommendations?

Marketers select which recommendations are applied across an entire account or manager account, ensuring best practices are applied to all campaigns.
AI decides which recommendations to apply automatically to campaigns, without any need for human input.
Recommendations are based on the past week of data to react to the current market and avoid optimizations based on old data or settings.
Applying recommendations automatically will increase a campaign’s budget or reallocate budget between campaigns when necessary to improve performance.

Which marketing behavior can be done by AI in Google Ads? (Choose three.)

Keeping bids consistent during seasonal events
Product-level testing and rotation
Adjust bids during seasonal events
Review of checklists for marketing best practices
Creative-level testing and rotation

A digital marketing manager notices the Ad Strength rating of their Responsive Search Ads could be improved. What action can they take to improve Ad Strength?

They can create more unique headlines and descriptions.
They should avoid using popular keywords in headlines and descriptions.
They should use the Ad Strength tool to learn more about how to create a Responsive Search Ad.
They can use the Keyword Insertion tool to identify new keyword ideas.

What’s the significance of conversion delay?

It refers to the load time for a page that is used to measure conversion actions on the advertiser’s site — an order confirmation page, for example.
It is the amount of days required for a newly adopted Smart Bidding strategy to take effect after the first recorded online or offline conversion for a campaign.
It is the amount of time that elapses between the clicking of an ad and an advertiser either uploading an offline conversion or completing the conversion on a site.
It is the amount of time it takes an advertiser to create a conversion measurement strategy for their Google Ads account.

In a fully AI-powered strategy, which of these three Search features work with one another to deliver performance?

Smart Bidding, Responsive Search Ads, Broad match keywords
Phrase match keywords, Exact match keywords, Smart Bidding
Responsive Search Ads, Image Assets, Broad match keywords
Smart Bidding, Responsive Display Ads, Uncapped budgets

When creating a campaign experiment, which is a best practice?

Choose two or three metrics that can be used to reliably gauge campaign performance and determine the winner of a particular test.
After the end of an experiment, assess performance over a period of time that includes ramp-up.
Isolate one variable to focus on for each test and use different tests when assessing the impact of more than one change.
As a means of expediting experiments, new ads aren’t subject to the same approval process during time of the experiments.

Which of the following available insights are designed to help advertisers discover consumer interest and category growth trends?

Diagnostic insights
Asset audience insights
Search terms report
Search trends and demand forecasts

A local automobile dealership is creating a Performance Max campaign to drive more visits to their location. Which goal should they choose when setting up a new Performance Max campaign?

Product and brand consideration
Website traffic
Local store visits and promotions
Brand awareness and reach

An online shoe retailer is looking to create a Performance Max campaign to help drive sales in their sneaker category. How should they get started with Performance Max?

Use any Smart Bidding strategy to make bids across channels with AI.
Limit sharing audience data in order to allow AI to operate without human input.
Build strong creatives customized to their sneaker products or offers.
Separate their Google Merchant Center account from their Google Ads account to avoid overlap.

An advertiser’s marketing objective is to generate leads. How can they optimize their Performance Max campaigns for value?

Establish a Maximize Clicks bidding strategy to increase website traffic volume.
Come up with a strategy of importing offline values by using enhanced conversions for leads.
Begin using a Maximize conversion bidding strategy as a means of increasing conversion volume.
Establish value rules based on audiences that have been to a local store in the past.

When developing image assets, which of these practices can help drive success?

Providing only square images as a means of maximizing the frequency with which assets can serve
Centering the most important content in the image asset to maximize impact
Selecting images with a white background since these images tend to perform better
Always uploading at least four relevant and unique images at the campaign or ad group level

How can a Performance Max campaign help an ice cream shop drive more potential customers to their physical location?

By letting them choose the websites on which their ads are shown, resulting in more store visits from potential customers
By using AI as a means of locating potential new customers across Google Ads inventory
By increasing their incremental conversions through campaigns that include video ad formats
By giving them more time to spend honing their unique value proposition through manually created assets

On a fixed annual budget, what’s an effective way to ensure that you have the budget flexibility you need to experiment with campaigns to test their effectivenes?

Check out industry reports that can help you predict query demand and set budget accordingly.
Set aside a percentage of the budget for use in experiments and response to market changes.
Send a supervisor a quarterly budget review as part of a request for additional testing allocations for the upcoming quarter.
Create a monthly or weekly sync with the finance team in order to foster collaboration, share news and ideas about campaigns, and encourage flexibility in the budget.

Which value definition is commonly used in measurement strategies that are value-centric?

Unique value
Actual value
Intrisic value
Necessary value

If an organization was moving to a value-based bidding strategy for their digital marketing campaigns but needed to operate within a fixed budget, which of these Smart Bidding strategies would meet their needs?

Maximize conversion value
Maximize clicks
Maximize conversions
Target ROAS

If a marketer’s goal was to drive more value from lead generation campaigns, why would value-based bidding be a viable solution?

Because it would allow them to focus on maximizing website traffic in order to get new potential customers
Because it would optimize for driving lead volume, as all customers create the same amount of value
Because it would optimize for high-value customers as well as a high volume of leads.
Because it would allow them to maximize total conversion value at a desired ROAS target or budget

If digital leaders want to support Google’s AI, which of these steps should be their priority?

Developing capabilities in critical areas like high-quality data and a skilled workforce as a means of complementing AI’s benefits.
Creating highly specified silos within their organization to permit specialization and multiple budget owners.
Establishing budget processes that define digital marketing as a cost center for the organization.
Advising teams not to experiment as a means of eliminating risk and maintaining performance stability year-after-year.

Which AI-powered solution delivers the biggest channel and inventory coverage of any Google Ads campaign?

Performance Max campaigns
Search campaigns
App campaigns
Video campaigns

What’s a strong example of a business objective that is required when adopting an AI-powered solution?

Marketing spend
Cost-per-click
Profit
Cost of goods sold

How does a Performance Max campaign work to find potential customers for an advertiser?

By utilizing AI to make decisions around how much money is budgets to various channels like YouTube and Search
By letting advertisers create and manage individual text, image, and video ads so that they can better tailor their ads to their intended audience
By optimizing campaigns across channels manually and insights into performance drivers
By promoting a particular product or service in a single campaign that covers almost all Google Ads inventory

When keywords are created, what is their default match type?

Phrase match
Exact match
Broad match
Negative match

Which of these are two key benefits of using the Insights page? (Choose two.)

Discovering and applying consumer insights around things like rising search trends and new converting audiences
Discovering and diagnosing performance issues so campaigns can be run more succesfully
Understanding competitors’ weekly spend through analysis of consumer insights.
Improving Search campaigns through the application of new consumer insights

What are the ways that Explanations can be used to improve the performance of campaigns?

To reveal top asset combinations for every campaign type in a particular account
To uncover why performance changes were made in just a few clicks
To review recommendations for headlines and descriptions for the purpose of making stronger ads
To determine the optimal level a campaign’s budget should be at in order to maximize performance

What are two ways that the Combination and Assets Report can help a marketer imrpove their creative assets’ performance? (Choose two.)

Identify budget limitations that could be preventing assets from being shown in auctions.
Find new keywords to add to a campaign so that asset reach can be improved.
Examine high-performing assets as a means of inspiring future creative assets.
Spot opportunities to replace assets that aren’t performing well.

Spot new keywords to be added to a campaign as a means of improving asset reach.
Look to high-performing assets as models to inspire future creative assets.
Discover the budget limitations could be restricting assets from showing in auctions.
Find opportunities to replace low-performing assets with assets that could be more effective.

In which two ways does the insights page help make performance evaluation workflows simpler? (Choose two.)

By giving explanations for fluctuations in campaign performance
By showing the drivers of a campaign’s week-on-week and month-on-month performance
By allowing marketers to see competitors’ ad performance data
By putting an automatic pause on campaigns that have low ad strength or a limited budget

Why are Responsive Search Ads valuable?

They limit a marketer’s opportunity to compete in additional auctions and match to additional queries.
They provide for a wider reach to potential customers by catering to different-sized devices.
They save time by allowing for the creation of a single ad with more than one headline and description asset.
They manually create customized combinations of headlines and assets to show to different users based on their review of existing data.

For an online sneaker retailer trying to reach a target return metric in the upcoming year, which Smart Bidding strategy can help them meet their goals?

Target ROAS
Maximize clicks
Maximize conversions
Target conversion value

Which is regarded to be a best practice for using Performance Planner?

Setting up an annual forecast at the start of the fiscal year so budgets can be created accordingly
Coming up with month-by-month plans in the tool and regularly viewing updated forecasts
Using Performance Planner more during non-seasonal periods, as these are the periods when data is most accurate.
Viewing forecasts on a year-to-year basis, since sales data during peak seasonal periods is typically higher

A marketer wants to use Google’s AI solutions to drive more value from their marketing. They know they need to fuel AI with their own privacy-safe data. Which reason describes why their data is valuable to fueling AI?

It’s high-quality and captures customer transactions that drive business results.
It’s easily replicated by multiple teams within their organization.
It’s a strong indicator of industry-wide performance for machine learning.
It’s similar to competitor data and can be used to understand how others are performing.

A merchant that wants to grow its online sales is testing different campaign optimizations designed to connect them to more potential customers. What value do these experiments have for the merchant?

They can provide the merchant insights on whether proposed changes help reach the marketing objective they desire.
They ensure statistically significant results by randomly choosing how much Search traffic will be diverted to an experiment.
They let marketers measure changes’ impact and reverse those changes if needed.
They can test Google Ads campaigns against TV, print ads, or other traditional media.

A local bakery chain is starting up a Performance Max campaign in hopes of attracting more customer visits to their brick-and-mortar shops. What should they establish as a goal when creating their new Performance Max campaign?

Brand awareness and reach
Product and brand consideration
Website traffic
Local store visits and promotions

A digital marketing manager knows that their organization has a fixed annual budget for the upcoming year. In order to test new initiatives, they will need some flexibility to create campaign experiments. Which best practice should they follow in order to create budget flexibility within their clearly defined annual budget?

Send a quarterly budget review to their supervisor to request additional budget for testing in the upcoming quarter.
Review industry reports to predict query demand for the coming year and what budget level will be required.
Plan ahead by setting aside a percentage of budget to be used for testing and reacting to market changes.
Set up a monthly or weekly sync with the finance team to share opportunities and results to encourage budget flexibility and collaboration.

Which of the following is considered a best practice when using Performance Planner?

When creating plans during seasonal periods, create month-by-month plans in the tool and regularly view the updated forecasts.
Check in on forecasts on an annual basis, as data can be skewed when it’s close to an industry’s peak seasonal period.
Use Performance Planner most during non-seasonal periods, as data may be less accurate in times of change.
For maximum impact, create an annual forecast at the start of the fiscal year to determine budgets.

If a digital marketing manager was to upgrade their keywords to broad match, which behavior should they incorporate into their routine optimization efforts in order to guide machine learning?

Disregarding suggestions to add relevant new keywords
Removing negative keywords that could block relevant traffic
Adding Customer Match lists that contain data more than 90 days old
Adding more phrase and exact match keywords in order to improve reach

Which of these marketing behaviors can be done by AI in Google Ads? (Choose three.)

The review of marketing best practices checklists
Keeping bids consistent during seasonal events
Product-level testing and rotation
The adjustment of bids during seasonal events
Creative-level testing and rotation

When creating an account structure designed to improve AI-powered solutions’ performance, which is a best practice?

Building campaigns around specified manual optimization levers
Segmenting account structure via device and match type with the aim of customizing creative
Creating the most campaigns possible in order to reach business goals
Focusing account structure on business goals as opposed to channel silos

Which three Search features work together to drive performance in a fully AI-powerd strategy?

Phrase match keywords, Exact match keywords, Smart Bidding
Smart Bidding, Responsive Search Ads, Broad match keywords
Smart Bidding, Responsive Text Ads, Uncapped budgets
Responsive Search Ads, Image Assets, Broad match keywords

A digital marketing manager is looking to use Performance Planner to create his budget plans. What are two ways that Performance Planner can help him with budget planning? (Choose two.)

Forecast the impact of different budgets to understand how performance may change.
Identify the opportunity size for upcoming seasonal periods of increased sales.
Understand which billing method is best suited for an account.
Review how much each keyword in a campaign has spent over the past month.

Which is a key benefit of opting into automatically applied recommendations?

AI strategically determines and automatically applies the recommendations that are most likely to have the biggest impact on campaigns.
Only the past week of data is used to inform recommendations, which means optimizations are based only on recent activity.
Marketers choose recommendations that are applied across a whole account or manager account, helping ensure that best practices are followed.
When recommendations are applied, campaign budgets are increased or allocations between budgets are changed as a means of helping to drive performance.

How can campaign performance be improved through the use of Explanations?

By letting marketers see the top asset combinations for each campaign type in an account
By letting marketers review recommendations for headlines and descriptions in order to make stronger ads
By letting marketers understand why performance changes were made in just a few clicks
By letting marketers determine what level a budget should at in order to achieve maximum performance

A local pizza chain is looking to improve their Google Ads campaign performance across their accounts. What are two ways that they can use their optimization score to improve campaigns? (Choose two.)

Measure their score at the individual account level, but not their manager account level.
Save time by accepting and immediately applying recommendations tailored to their business.
Identify how much existing opportunity for improvement their campaigns have and how they can be improved.
Review and dismiss recommendations that are relevant to their goal to save time optimizing campaigns.

What’s a common type of value definition used in value-centric measurement strategies?

Necessary value
Intrisic value
Actual value
Unique value

An online retailer has a goal of increasing the value they see from their Search campaigns, and the Chief Marketing Officer has set a target return metric they need to achieve in the coming year. Which Smart Bidding strategy is the right fit for this organization?

Target ROAS
Maximize clicks
Maximize conversions
Target conversion value

Which of these insights are intended to help advertisers understand consumer interest and category growth trends?

Asset audience insights
Search trends and demand forecasts
Diagnostic insights
Search terms report

A digital marketing manager is transitioning their campaigns to a value-based bidding strategy. They want to drive more value from their campaigns, but need to operate within a fixed budget. Which Smart Bidding strategy is the right fit for this organization?

Maximize conversions
Maximize conversion value
Maximize clicks
Target ROAS

When working with a value-based bidding strategy, which of these tools can help drive maximum performance?

Diagnostic insights
Target simulators
Ad strength rating
Keyword planner

Which of the following is considered a best practice when creating effective image assets?

Keep the most important content in the center 50% of the image asset.
Only provide square images to maximize how often assets can serve.
Always upload four or more relevant and unique images at the campaign or ad group level.
Choose images with a white background as they tend to have stronger performance.

When designing an experiment to test Performance Max campaigns, which is a best practice to follow?

Making sure the Performance Max budget is limited to 10% of other campaigns’ budgets.
Setting up Performance Max with a comparable CPA or ROAS target to other campaigns
Establishing a new CPA or ROAS goal for Performance Max campaigns
Running the Performance Max experiment for one to two weeks before assessing the results

In traditional marketing organizations, which of these is a typical budgeting strategy?

Budgets that adapt to stock price performance
Fixed annual budgets that don’t fluctuate with demand
Budgets that aren’t set for a particular time period or initiative
Quarterly budgets that can increase without approval

A digital marketer has incorporated value-based bidding into their Smart Bidding strategy. Which two Google Ads tools should they consider? (Choose two.)

Keyword planner
Performance Planner
Bid strategy report
Ad strength rating

If you were in charge of a flexible budget for all of a large retailer’s campaigns, what steps would you take to maximize success?

Develop shared budgets and portfolio bid strategies as a means of maximizing campaign flexibility and using AI to full advantage.
Define new performance targets every month or quarter in order to optimize AI-driven solutions.
Develop different budgets for campaign experiments and unforeseen market changes as a means of improving chances for success.
Prevent unneccessary budget usage during seasonal periods by capping budgets at the average daily spend.

What can be done to improve the Ad Strength rating of Responsive Search Ads?

Don’t use popular keywords in headlines and descriptions
Use the Keyword Insertion tool as a way to find new keyword ideas.
Use the Ad Strength tool to learn best practices for making a Responsive Search Ad
Make headlines and descriptions more unique

A retailer is looking to grow their online sales this year. To do so, they plan to experiment with a few campaign optimizations to help them reach more customers. What’s the value of this retailer using campaign experiments to test campaign optimizations?

Campaign experiments randomly chooses how much Search traffic will be diverted to an experiment, guaranteeing statistically significant results.
Campaign experiments can help marketers understand whether proposed changes help reach their desired marketing objective.
Campaign experiments are used to test Google Ads campaigns against traditional media campaigns, like TV or print ads.
Campaign experiments allow marketers to measure the impact of campaign changes and revert back to original campaigns, if needed.

What’s a benefit of Responsive Search Ads?

Responsive search ads limit a marketer’s opportunity to compete in more auctions and match to more queries.
Responsive search ads review data to manually choose the best combination of headlines and assets to show users.
Responsive search ads save time by creating one ad with multiple headline and description assets that can be shown in different configurations to different users.
Responsive search ads allow advertisers to share their messages with more potential customers, by permitting ads to display properly for different device sizes.

What determines whether or not an optimization score recommendation appears for a particular account?

Insights derived from machine learning and simulations that spot potential performance uplift in regards to a marketer’s specific business objective
There’s no specific focus, with recommendations of all types being surfaced for all individual and manager accounts.
Recommendations are surfaced any time there’s a perceived need for advertisers to expand their business objectives.
Insights derived from algorithms that identify changes needed for the largest increase in campaign spend regardless of impact

An online furniture outlet is hoping to create a Performance Max campaign to help them boost sales for a new line of couches. How should they get started with Performance Max?

Utilize any Smart Bidding strategy as a means of making bids across channels using AI.
Design effective creatives that are tailored to the new line of couches for which they wish to increase sales.
Put a limit on the sharing of audience data so that human input doesn’t interfere with AI-powered processes.
Make sure their Google Merchant Center and Google Ads accounts are separate so that they can avoid overlap.

What’s a benefit of negative keywords?

Marketers can add negative keywords to campaigns to limit the terms their competitors can bid on in an auction.
A negative keyword strategy is crucial to identifying additional searches that customers may be using to find a business.
Negative keywords prevent an otherwise eligible query from triggering an ad that isn’t aligned with the search’s intent.
Adding negative keywords can help prevent customers from leaving poor reviews about a business.

A marketer’s goal is to use Google’s AI solutions to drive increased marketing value through the use of their own privacy-safe data. How could they articulate the value of using this data to other members of their team?

The data can be replicated with ease by different teams in their organization.
The data is a powerful indicator of industry-wide performance for machine learning.
The data is comparable to competitors’ data and can thus be used to gauge others’ performance.
The data comes straight from their customers, which makes it high-quality for this purpose.

A digital marketing manager working with a national insurance provider is looking to support AI with first-party data. What’s a question they’ll need to answer before they can start using the data?

How can our data collection policies encourage our customers to share as much as possible?
How much data storage capability is available on each marketing team member’s corporate device?
How can we begin to use this data as quickly as possible, even if it means not aligning with other teams?
How are we aligned with local regulations on data collection and user privacy to ensure we are using first-party data the right way?

A marketer is looking to drive additional value from their lead generation campaigns next year. Why would value-based bidding be the right solution for them?

All consumers create the same amount of value, so value-based bidding will optimize for driving lead volume for her business.
Bidding towards value allows marketers to optimize for high-value customers and high volume of leads at the same time.
Value-based bidding uses AI to maximize total conversion value at a desired ROAS target or budget.
Using a value-based bidding strategy allows marketers to focus on maximizing website traffic to gain new potential consumers.

Which match type is the default match type to which all keywords are assigned?

Negative match
Broad match
Exact match
Phrase match

If the marketing team at a local restaurant wanted to use their Google Ads campaigns for the purpose of increasing visits to their location, how could Performance Max help them?

It could let them choose the websites on which their ads are shown.
It could allow more time to spend crafting their unique value proposition through the use of manually created assets.
It could help them increase total incremental conversions by 13% on average through video ad formats.
It could help them find new customers across Google Ads inventory through the use of AI.

In a fully AI-powered strategy, which of these three features of Search work in tandem to deliver performance?

Smart Bidding, Responsive Search Ads, Broad match keywords
Smart Bidding, Responsive Display Ads, Uncapped budgets
Responsive Search Ads, Image Assets, Broad match keywords
Phrase match keywords, Exact match keywords, Smart Bidding

A digital marketing manager is working with a national insurance provider and wants to use first-party data in their AI eforts. Before they can start using the data, what question do they need to answer?

Is it possible to modify our data collection policies to encourage customers to share as much as possible?
In what ways can we begin using this data as quiclkly as possible, even at the expense of alignment with other teams?
What are the capabilities for data storage on each of the marketing team members’ corporate devices?
To what extent are we aligned with local regulations on data collection and user privacy that help us ensure the proper use of first-party data?

A local camping supplies shop wants to improve its Google Ads campaign performance across its accounts. Which two ways can it use its optimization score to improve campaigns?

By reviewing and dismissing those recommendations which are relevant to their goal.
By identifying opportunities for campaign improvement and the means of making those improvements
By accepting and applying recommendations for their business, which saves time
By measuring their score at the individual account level but not the manager account level.

What’s a best practice when using Performance Planner?

Looking at forecasts on a year-by-year basis, since sales data tends to be higher during an industry’s peak seasonal period.
Utilizing Performance Planner the most during non-seasonal periods, since these are the time when data is most accurate.
Developing month-by-month plans in the tool and viewing updated forecasts routinely
Creating an annual forecast at the beginning of the fiscal year in order to determine budgets

How can a Performance Max campaign find new consumers for an advertiser?

Promote a product or service across nearly all Google Ads inventory with a single campaign
Manually optimize campaigns across channels with insights into performance drivers
Use AI to allocate budget to specific channels, such as Search and YouTube.
Create the opportunity for advertisers to build and manage individual text, image, and video ads

Which of the following is considered a best practice when creating a campaign experiment?

Focus tests on one variable at a time and use separate tests to examine the effects of more than one change.
After an experiment ends, evaluate performance over a timeline that includes the ramp-up period.
When experimenting with creatives, new ads are not subject to ad approvals, so experiments can be expedited.
Pick two or three metrics to evaluate campaign performance and determine the winner of a test.

How does opting into automatically applied recommendations help an account-holder?

It helps to maximize the effectiveness of recommendations since it triggers automatic increases in budgets to cover the costs of recommendations.
It helps ensure that best practices are applied across all campaigns, since marketers themselves choose which recommendations are applied across a whole account or manager account.
It helps ensure that recommendations that are most likely to have the impact on campaigns are the ones that are applied, since this analysis and implementation occurs automatically.
It helps make sure that optimizations are based on recent rather than old activity, since only the past week of data is used to inform them.

What characterizes conversion delay?

This refers to the number of days it takes for a newly adopted Smart Bidding strategy to take hold after a campaign’s first recorded online or offline conversion.
This is the total load time of a website page, such as a confirmation page, which is used to measure a consumer’s conversion actions on the advertiser’s site.
This refers to the time it takes for an advertiser to create a conversion measurement strategy for their Google Ads account.
This is the amount of time that occurs between the selection of an ad and an advertiser having uploaded an offline conversion or completed the conversion on a site.

An online beauty supply retailer has established a target return metric for the forthcoming year. Which Smart Bidding Strategy can help them achieve this objective?

Target conversion value
Maximize clicks
Target ROAS
Maximize conversions

Which is a best practice when setting up a Performance Max campaign?

Ensuring that your Google My Business and Google Merchant Center feed are operating under separate accounts
Using the maximum amount of assets permissible, which includes text, image, and video assets
Starting conversion tracking after a campaign has been running for two weeks
Minimizing the number of ad extensions used within an asset group

What are two key benefits of using the Insights page? (Choose two.)

Understand how much a marketer’s competitors are spending each week.
Uncover new consumer insights such as rising search trends and new converting audiences.
Optimize Search campaigns through insights specifically intended for that purpose.
Identify and diagnose performance issues to better run successful campaigns.

What are two ways that the Combination and Assets Report can help a marketer improve their creative assets’ performance? (Choose two.)

Identify opportunities to replace low-performing assets with assets that have better potential.
Uncover budget limitations that may be restricting assets from showing in auctions.
Identify new keywords to add to a campaign to improve asset reach.
Use high-performing assets as inspiration for future creative assets.

In what two ways does the insights page help a markterer make their workflows for performance evaluation simpler? (Choose two.)

By pausing campaigns automatically if they have low ad strength or a limited budget
By providing the reasons for inconsistent performance across campaigns
By providing ad performance data from competitors that can be useful for marketers looking to to make adjustments to their own business
By identifying the drivers of a particular campaign’s week-on-week and month-on-month performance

Which of these is a strong example of a business objective that needs to be identified when adopting an AI-powered solution?

Profit
Cost-per-click
Cost of goods sold
Marketing spend

Which of these AI-powered solutions provides the most channel and inventory coverage of any Google Ads campaign?

App campaigns
Video campaigns
Performance Max campaigns
Search campaigns

If you’re leading a marketing team and your team’s goal is to support Google’s AI, which of these steps should you prioritize?

The creation of highly specified silos within the organization that allow for specialization and multiple budget owners.
The encouragement of teams to avoid experimentation in order to eliminate risk and help ensure stable levels of performance year-after-year.
The establishment of budget processes that define digital marketing as a cost center for the organization.
The development of capabilities in key areas like high-quality data and a skilled workforce as a means of complementing AI’s benefits.

What value is gained by utilizing broad match keywords?

Broad match keywords let marketers exercise more control over the specific search terms to which particular ads line up, and they allow for volume to be limited.
Broad match keywords can help marketers maximize their reach to customers who are seeking out their offerings without having to spend time adding new keywords.
Broad match keywords are necessary to guarantee high performance — they must be included alongside exact match and phrase match keywords.
Broad match keywords guarantee that a keyword’s core concept remains in the search term while achieving comparable volume to exact match keywords.

When developing an experiment intended to test Performance Max campaigns, which best practice should be followed?

Setting the Performance Max CPA or ROAS target to a level comparable to other campaigns
Running the Performance Max experiment 1-2 weeks before evaluating results
Setting an altogether new CPA or ROAS goal for Performance Campaigns
Limiting the Performance Max budget to 10% of other campaigns’ budgets

A pet food store chain hopes it can increase the value of its Google Ads campaign by creating its first value-based bidding strategy. What should it do first?

Develop a value-based Smart Bidding strategy in the store’s top two campaigns.
Develop a strong, goal-based measurement and attribution strategy
Develop a volume-based Smart Bidding strategy across all campaigns
Develop a big list of negative keywords to prevent traffic from uninterested customers

What’s a common budget strategy in traditional marketing organizations?

Fully flexible budgets based on stock price performance
No set budget for a time period or initiative
Fixed annual budgets that do not change even if demand fluctuates throughout the year
Quarterly budgets that do not need approval to increase

What is the value of running a true A/B test with campaign experiments?

A/B tests can help marketers understand if their trial campaign drove user action that wouldn’t have occurred otherwise.
In an A/B test, trial campaigns run at the same time as the original campaign, controlling for external factors (e.g. seasonality) that may otherwise bias results.
An A/B test runs one campaign at a time, allowing a true ramp-down period between each testing timeframe to declutter results.
An A/B test is designed to test multiple variables at one time, allowing advertisers to learn and quickly adjust their campaigns based on findings.

An art supplies store catering to a large local student population is setting up a Performance Max campaign with the intent of driving more customer visits to its in-person location. What should its marketing team establish as a goal when creating its Performance Max campaign?

Product and brand consideration
Local store visits and promotions
Website traffic
Brand awareness and reach

An organization hoping to grow its online sales is testing out different campaign optimizations intended to connect them to more potential customers. What value do these experiments have for organization?

They allow for the measurement of changes on campaigns and permit marketers to easily revert back to original campaigns, if needed.
They guarantee results that are statistically significant by randomly choosing how much Search traffic will be diverted to an experiment.
They let marketers test Google Ads campaigns’ effectiveness against that of traditional media campaigns like TV or print ads.
They can help the organization figure out whether proposed changes can help them achieve their intended marketing objective.

You’re a digital marketing manager for a large children’s clothing retailer that maintains a flexible budget for all campaigns. What best practice should you follow to see the best results from your budgeting flexibility?

Creating a different budget for campaign experiments and unanticipated market changes
Capping budgets at the average daily spend as a means of curbing unneeded spending during seasonal periods
Changing performance targets monthly or quarterly as needed to optimize AI-driven solutions
Utilizing shared budgets and portfolio bid strategies to get the most out of AI on a flexibile budget

What’s the use in running a true A/B test with experiments?

By letting marketers know whether or not a trial campaign drove user action that wouldn’t have otherwise taken place, it gives marketers a fuller understanding of user behavior.
By running simultaneous to an original campaign, a trial campaign controls for external factors, like seasonality, that might otherwise introduce bias.
By running individual campaigns one-after-another, an A/B test gives room for enough of a ramp-down period between tests that results can be decluttered.
By testing more than one variable at a time, an A/B test provides advertisers with information they can use to quickly adjust their campaigns.

A digital marketer has chosen to upgrade their Smart Bidding strategy by incorporating value-based bidding. Which two Google Ads tools should they routinely use?

Keyword planner
Bid strategy report
Performance Planner
Ad strength rating

Which of these tools can equip marketers to drive higher performance in a value-based bidding strategy?

Target simulators
Diagnostic insights
Keyword planner
Ad strength rating

What are Responsive Search Ads good for?

They limit a marketer’s ability to compete in more auctions and match to more queries.
They manually select the best combination of headlines and assets based on their review of data.
They are a time-saver that allow for the creation of one ad with a number of headline and description assets.
They cater to different device sizes, allowing advertisers a wider reach in regards to potential customers.

Which of the following is regarded as a best practice for creating a campaign experiment?

Focus each test on one variable at a time and use different tests to assess the effects of more than one change.
After an experiment has ended, examine performance over a timeframe that includes a ramp-up period.
Select two or three metrics to assess campaign performance and determine the winner of a test.
Use a different approval process for new ads during experiments so that experiments can be conducted more expeditiously.

What efforts should digital leaders prioritize in order to support Google’s AI?

Build highly specified silos within their organization to allow for specialization and multiple budget owners.
Build capabilities in key areas such as high-quality data and a skilled workforce.
Create firm budget processes to solidify digital marketing as an organization’s cost center.
Coach teams to avoid experimentation in order to eliminate risk and keep performance stable year-over-year.

A digital marketing manager has upgraded their keywords to broad match. Which behavior should they build into their regular cadence of optimization to guide machine learning?

Dismiss recommendations to add relevant new keywords.
Create additional phrase and exact match keywords to improve reach.
Add Customer Match lists with data older than 90 days.
Remove negative keywords that may block relevant traffic.

What’s the default match type for all keywords?

Phrase match
Broad match
Exact match
Negative match

Which Smart Bidding strategy optimizes for value?

Target Impression Share
Maximize clicks
Target ROAS
Maximize conversions

What’s the purpose of uncapping budgets to fully capture AI’s benefits?

Google’s AI only works in newly created campaigns with budgets of at least $1,000 per day.
Campaigns that incorporate Google’s AI spend more of their budget to reach more customers.
When a campaign’s budget is limited, a Smart Bidding strategy will convert back to manual bidding.
Campaigns need enough flexibility in the budget to allow Google’s AI to work to its fullest potential.

An online bicycle retailer wants to create a Performance Max campaign to help them drive sales for a new line of electric bicycles. What first step should they take with Performance Max?

Put any Smart Bidding strategy into action in order to make bids across channels using AI.
Limit sharing audience data to prevent human input from interfering with AI-powered operations.
Build strong creatives that are tailored toward the electric bicycles they’re selling.
Make their Google Merchant account separate from their Google Ads account as a means of avoiding overlap.

Which is a best practice that should be used when creating an account structure designed to improve AI-powered solutions’ performance?

Creating as many campaigns as feasible in order to achieve business goals
Designing campaigns around specified manual optimization levers
Focusing account structure on business goals rather than channel silos
Segmenting account structure according to device and match type as a means of customizing creative

Which AI-powered solution offers the greatest channel and inventory coverage of any Google Ads campaign?

Video campaigns
App campaigns
Performance Max campaigns
Search campaigns

If a digital marketing manager was switching over to a value-based bidding strategy for their campaigns, but needed to work within a fixed budget, which Smart Bidding strategy would work best for them?

Maximize conversions
Maximize conversion value
Target ROAS
Maximize clicks

How can Explanations be used to help improve campaign performance?

To browse headline and description recommendations to create stronger ads
To show the top asset combinations for each campaign type in an account
To uncover the reasons behind performance changes in just a few clicks
To identify the ideal budget level a campaign needs to maximize performance

If a marketer wanted their lead generation campaigns to deliver more value in the upcoming year, how could value-based bidding help them?

It would optimize for driving lead volume, since all customers create the same amount of value.
It would allow them to focus on the maximization of website traffic as a means of attracting new potential customers.
It would let them optimize for high-value customers and a high volume of leads simultaneously.
It would allow them to maximize total conversion value at a desired ROAS target or budget.

How can advertisers, with the marketing objective of generating leads, optimize their Performance Max campaigns for value?

Build value rules based on audiences known to visit a local store.
Use a Maximize conversions bidding strategy to drive conversion volume.
Create a strategy of importing offline values by using enhanced conversions for leads.
Create a Maximize Clicks bidding strategy to drive website traffic volume.

How does a test-and-learn mindset allow marketers to find success with Google’s AI?

Fuels competition across the organization.
Helps teams test multiple business objectives at the same time.
Encourages teams to break down silos and quickly identify solutions.
Allows leaders to identify low performers more quickly.

What kinds of factors contribute to an optimization score recommendation being surfaced in an account?

Insights gained from machine learning and simulations that identify potential performance uplift based on a marketer’s business objective
The results of agorithms which identify the changes that would lead to the largest increase in campaign spend, irrespective of performance impact
When advertisers need to expand their business objectives, recommendations are surfaced.
Every type of recommendation is surfaced for every individual and manager account.

A chain of sporting goods stores wants to boost the value of its Google Ads campaign with a value-based bidding strategy. What should its first step be?

Enable a volume-based Smart Bidding strategy for all current campaigns
Make sure it has a strong, goal-based measurement and attribution strategy in place
Establish a value-based Smart Bidding strategy in their top two campaigns.
Create a large list of negative keywords to help eliminate traffic from uninterested consumers.

What’s an example of a metric used to measure value?

Time spent on site
Cart size
Page depth
Cost-per-click

A marketer is thinking about leveraging Google’s AI solutions, using their own privacy-safe data, as a means of increasing value from marketing. What is a benefit of using their own privacy-safe data for this purpose?

The data is a very good indicator of industry-wide performance for machine learning.
The data is easily replicable by various teams across their organization.
The data can be used to gauge competitor performance.
The data is high-quality, originating with their customers.

How are potential new customers identified through a Performance Max campaign?

Performance Max leverages AI to make budgeting decisions for specific channels like Search and YouTube.
Performance Max promotes a particular service or product throughout almost all Google Ads inventory in one campaign.
Performance Max optimizes campaigns across channels manually and insights into performance drivers.
Performance Max allows advertisers to create and manage individual text, image, and video ads.

Which two ways can Performance Planner help marketers for purposes of budget planning? (Choose two.)

Estimate the opportunity for increased sales during upcoming seasonal periods.
Review the amount of spending for each keyword in a campaign over the past month.
Ascertain how different budgets will impact performance through insights gained.
Decide which billing method accomodates a particular account.

Why is it important to uncap budgets to fully capture the benefits of Google’s AI?

Google’s AI will only work in newly created campaigns with budgets of $1,000 per day or more.
Campaigns that adopt Google’s AI spend more money to reach more customers.
A Smart Bidding strategy will revert to manual bidding when a campaign’s budget is limited.
Campaigns need sufficient budget headroom to allow Google’s AI to work to its fullest potential.

What are two ways that the Insights page can help a marketer simplify performance evaluation workflows? (Choose two.)

Provide explanations to understand performance fluctuations in campaigns.
Automatically pause campaigns that have low ad strength or limited budget.
Share competitor ad performance data to help marketers adapt and grow their business.
Identify drivers of a campaign’s week-on-week and month-on-month performance.

Which value defnition is commonly used in value-centric measurement strategies?

Unique value
Actual value
Necessary value
Intrisic value

You’re working on a fixed annual budget but wish to test new initiatives through campaign experiments. What’s an effective way to create the budget flexibility you’ll need?

Deliver a quarterly budget review to a superior, for purposes of requesting additional funds for testing in the next quarter.
Allocate a percentage of the budget for use in testing and responding to changes in the market.
Establish a monthly or weekly sync with the finance team to share ideas and encourage flexibility in the budget.
Look over industry reports to better anticipate query demand for the coming year and funding that will be required to accomodate this.

When setting up a Performance Max campaign, which is a best practice?

Putting conversion tracking into place two weeks after a campaign is launched
Limiting the amount of ad extensions used within an asset group
Avoiding linking a Google My Business or Google Merchant Center feed
Utilizing the maximum number of permitted text, image, and video assets

Which metric is used to measure value?

Cart size
Cost-per-click
Page depth
Time spent on site

A local coffee shop is looking to drive more store visits from their Google Ads campaigns. Why should they consider using a Performance Max campaign?

Performance Max campaigns that include video ad formats allow advertisers to see an average increase of 13% total incremental conversions.
Advertisers can use Performance Max campaigns to choose the websites on which they show ads, which could result in more store visits from potential customers.
A Performance Max campaign can help them find new valuable customers across Google Ads inventory through the use of AI.
The manual creation of assets allows advertisers to spend time crafting their unique value proposition.

For developing image assets that are effective, which of these is a best practice that should be followed?

Placing the most important content at the center 50% of the image asset
Making it a habit to upload four or more relevant and unique images at the campaign or ad group level
Using images with a white background since these images usually deliver better results
Providing square images exclusively in order to maximize how often assets are able to serve.

What is conversion delay?

The amount of time between a user clicking an ad and that user completing a conversion action on a site, or, an advertiser uploading an offline conversion
The period of time it takes an advertiser to properly create a conversion measurement strategy for their Google Ads account
The load time of the website page used to measure online conversion actions for the advetiser’s site, such as an order confirmation page
The number of days it takes a newly adopted Smart Bidding strategy to ramp up after a campaign’s first recorded online or offline conversion

How do negative keywords assist a Search campaign?

They can help eliminate the possibility of customers writing unfavorable reviews about a particular business.
They prevent ads from being delivered for searches that might otherwise qualify but most likely don’t match the intent of the search.
They give marketers insight into what other searches customers are using to arrive at their business.
They allow marketers to add negative keywords as a means of limiting the terms competitors can bid on at auction.

How does a test-and-learn mindset help marketers achieve success with Google’s AI?

By encouraging teams to break down silos and identify solutions quickly.
By promoting competion across the organization.
By helping teams test more than one business objectives at the same time.
By empowering leaders to spot low performers more quickly.

What’s a benefit of using broad match keywords?

Broad match allows marketers to reach the most possible consumers searching for their product or service, while saving time from adding a variety of keywords.
Broad match offers marketers a great deal control over the specific search terms that ads match to, and volume may be limited.
Broad match ensures the core concept of a keyword is present in the search term while reaching similar volume to what exact match keywords would provide.
Broad match keywords must be present alongside both exact match and phrase match keywords in any ad group to ensure high performance.

If an advertiser’s marketing objective is to generate leads, how can the advertiser optimize their Performance Max campaigns for value?

Create value rules based on audiences that have visited a local store in the past.
Develop a strategy of importing offline values through the use of enhanced conversions for leads.
Utilize a Maximize conversions bidding strategy in order to increase conversion volume.
Create a Maximize Clicks bidding strategy to propel website traffic volume.

Which marketing behavior can benefit from AI? (Choose three.)

Adjusting bids during seasonal events
Reviewing marketing best practice checklists
Product-level testing and rotation
Keeping bids consistent during seasonal events
Creative-level testing and rotation

When optimizing for value, which Smart Bidding strategy would you use?

Maximize conversions
Maximize clicks
Target Impression Share
Target ROAS

How can lagging Ad Strength for Responsive Search Ads be improved?

By avoiding commonly used keywords in headlines and descriptions
Through the use of more unique headlines and descriptions
By using the Ad Strength tool to learn more about how to make a Responsive Search Ad
Through the use of the Keyword Insertion tool that can spot new keyword ideas

What are the variables that affect whether an optimization score recommendation is surfaced in an account?

Information gleaned from algorithms that identify the changes necessary for the largest increase in campaign spend, independent of performance impact
There’s no specific focus, as all types of recommendations are surfaced for all individual and manager accounts
Recommendations are surfaced when the system determines that business objectives need to be expanded.
Information gleaned from machine learning and simulations that identify potential performance uplift based on a marketer’s business objective

Google Ads AI-Powered Performance Certification Answers

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