Lou learned that Google Web Designer makes it easier to build engaging banner ads by providing what? Banner ad templates with advanced HTML5 components
How can Lou build responsive creatives with Google Web Designer that will work with any screen orientation? Google Web Designer’s Timeline lets you create and manage complex animations in creatives. But how do users like Lou access the controls for quickly adding simple animations? Switch the Timeline from Advanced to Quick mode.
Your client, SuperCoolKicks, is running a variety of search campaigns to promote their various shoe brands. They want to determine which of their campaigns has the most cross-device uplift. How can you report on this information for them?
Using formula columns
Now that you’ve seen all the options you have to optimize your DinoWorld bids on mobile, let’s see if you can choose which one works best for your campaign.
With your DinoWorld summer ticket sales campaign, you’re looking to optimize cross-device conversions. What’s the best way to optimize your bids?
Select “Use cross-environment conversions when computing bid adjustments”, when creating a bid strategy opportunity
As you’ve seen, Verification alerts and ad blocking are powerful tools in campaign management. With what you’ve learned, what would you recommend Mario do differently before he heads out on his next vacation? Set up ad blocking. Now that you’ve seen all the options you have to optimize your DinoWorld bids on mobile, let’s see if you can choose which one works best for your campaign.
With your DinoWorld summer ticket sales campaign, you’re looking to optimize cross-device conversions. What’s the best way to optimize your bids? Select “Use cross-environment conversions when computing bid adjustments”, when creating a bid strategy opportunity.
A call-tracking service analyzes call-center traffic, attributes calls to search advertising, and automatically uploads conversions. They can also provide you with the data and you can upload these conversions into Search Ads 360 yourself.
Automatic uploads require the call-tracking service to integrate with the Search Ads 360 application programming interface (API).
To upload the conversion data yourself, you’ll need to use bulksheets.
Now that you’ve seen how integrating a call-tracking service can aid an online campaign, let’s see if you can apply it to your own campaign at the auto repair company.
You partnered with a call-tracking service to provide you with data on offline conversions for your auto repair company’s online marketing. You decided that you want to upload the data into Search Ads 360 yourself. How do you do it? bulksheets.
Roland helps build some of his team’s creative. He also advises on technical requirements for the creative. What role does he play on his team? Production specialist.
An analytics team wants to measure the amount of time between an ad expansion and a call-to-action click. Which tracker can they apply in Studio to get this data? Timer.
What action ensures that the dynamic feed can be imported into Studio’s dynamic profile? The correct data types have been set in Studio.
Which audience lists work for data pass dynamic targeting using DoubleClick Studio and Bid Manager? Google in-market audience segments.
Amanda is preparing a tearsheet of her dynamic ad to send for review. Several reviewers are outside of her agency and do not have access to the DoubleClick Studio account. What share setting should Amanda choose? Public.
A retail advertiser wants to reach users who have visited their store locator page. What type of targeting will deliver the right creative to this audience? First-party audience retargeting. Dynamic Element Value
After publishing an ad in Google Web Designer, how can the graphics files be accessed in DoubleClick Studio? The creative’s files are automatically shared in the asset library.
Eduardo is building a new HTML5 creative in Google Web Designer. How can he ensure that it will work with Studio? He sets the new file’s environment to DoubleClick.
Which column(s) assigned to the dynamic profile allow dynamic content to change on specific dates? DoubleClick Search Mobile Assessment
Build awareness
You have a product or event you want your consumers to know about:
Introduce your brand or product
Banner ads are simple display ads that fit a specific size slot in a web page or app.
Rebrand your brand
Expand your audience
Consideration
Your consumers’ online behaviors show they’re interested in your offering. Use more in-depth interactions to get them to consider the value you offer:
Help consumers evaluate potential purchases
Increase customer interaction rate
Drive more traffic to website
Drive action
You see audiences doing purchase research — they’re very likely to buy with the right offer. Encourage them to act, help this audience convert:
Find more customers right when they’re ready to buy
Convert more visits to sales
Get more users to install your app
Create loyaltyYou have satisfied customers, cultivate and grow these relationships — create loyalty:
Keep customers coming back
Sell supplementary items and upgrades
Encourage customers to use your app
Offer add-on feature purchases
Target
- Demographic: Keep using age and gender targeting if it’s working. It works best for creative messaging and targeting your message to key ages and genders.
- Google in-market segments: These segments are good for reaching audiences looking to buy offerings like yours. Beat your competitors with a compelling message and deal.
- Geography: Target a specific geographic area, especially when your sales are limited to a service or product.
- First-party user lists or remarketing lists: Remarketing is the top action strategy, targeting people who’ve shown they’re interested in your offering by visiting your site.
Tip: Use recency targeting to reach people who’ve shown interest more recently, when you can offer value while still top of mind. (Be aware, however, that this may result in low volume.)
- Pixels: Be sure to include your success event pixel, such as the pixel on your “Thank you” page, as part of your conversion counting method. The line item’s budget can’t exceed the budget limit set where? In the insertion order.
Google Web Designer gives you the power to create beautiful, engaging content and ads. Use animation and interactive elements to bring your creative vision to life, and enjoy seamless integration with other Google products.
What is Google Web Designer?
Google Web Developer is a free professional authoring and animation tool that makes it easier to build HTML5 creatives and AMPHTML ads. It gives you full control to author interactive, animated, and responsive media creatives, with the ease of a visual design interface and the flexibility to custom code.
Web Designer is loaded with features to speed up development, such as customizable templates, convenient drag-and-drop components, and real-time ad validation. Integration with Google Ads, Display & Video 360, Studio, and Campaign Manager connects data and workflows across Google products and ad platforms.
Best of all, Google Web Designer is free to download and use. AMPHTML ads are display ads built using the AMP (Accelerated Mobile Pages) specification. These ads load quickly and can be delivered anywhere on the web, not just on AMP pages. They only show up after being validated, ensuring that they’re secure and free of malware. Responsive ads are display ads that restyle to adjust their size and layout to fit available ad spaces. A responsive ad might appear as a small text ad in one place and a large image ad in another. Dynamic ads are display ads that show personalized content in real time, based on contextual signals from a data feed. Expandable ads are banner ads that get bigger when the user clicks or rolls over them. Selecting the close button on the expanded version collapses the ad back to its original size. Interstitial ads are full-page ads that appear at natural transition points in a user’s experience, such as an app launch. A close button on the full-page ad removes it from the user’s screen.
In Google Web Designer, how do you select a browser to preview your work?
- Google Web Designer is a free, full-featured HTML5 and AMPHTML authoring tool that has both a visual and code interface.
- The tool is integrated with other Google products and ad platforms, allowing you to connect data, streamline workflows, and collaborate with other teams.
When you push or upload a creative to Display & Video 360 from Google Web Designer, it’s saved as a draft.
What can a Display & Video 360 user do with a draft version of a creative?
- You can build custom Display & Video 360 creative formats in Google Web Designer, starting from scratch or a template.
- Integration between Web Designer and Display & Video 360 promotes collaboration and streamlines the creative development and trafficking process.
- Creatives pushed from Web Designer to Display & Video 360 are automatically saved as drafts, and previews can be easily shared with anyone.
- True or false? You can hand-code or directly edit HTML, CSS, and JavaScript in Google Web Designer. True.
Which Google Product do you use to build a custom data-driven creative for Display & Video 360? Google Web Designer.
Programmatic buying coupled with data-driven creative can deliver more effective digital advertising campaigns. The same creative can display different products to different audiences, saving you the effort of building each variation as a separate ad.
In this module, you’ll learn how Google Web Designer can help you develop customized data-driven ads for Display & Video 360.
What dynamic creative formats are possible?
Data-driven creatives allows advertisers to personalize ads based on audience and contextual signals in real time.
Three pre-built dynamic formats exist within Display & Video 360: Panorama, Cue Cards, and Blank Slate. These formats are ideal for promoting brand awareness. Learn more about the pre-built formats here.
But what if the pre-built creative formats in Display & Video 360 don’t meet all your needs? If you want to build a custom format, you’ll need to do it in Google Web Designer.
What are data bindings?
Data bindings link the creative elements of an dynamic ad with information in a data feed.
You can see any existing data bindings that are already in the Bindings tab of the Dynamic panel.
A data binding has three parts:
- Element ID – The name of the element affected by the dynamic data feed.
- Element attribute – The attribute that changes depending on information in the dynamic data feed.
- Data schema object – The part of the data feed that contains the dynamic data for the element attribute.
To set up data bindings in the Dynamic Properties dialog, you’ll need to select or enter information about the three parts of a data binding.
Which part of a data binding should you place in each column of the Dynamic Properties dialog? Use the screenshot below as a guide. The element in the creative that you want to bind to the feed data. The attribute of the element that you want to bind to the feed data. The specific feed data that you want the element bound to.
- If you want to build custom data-driven creative, you need to do it in Google Web Designer. You can start with a template or build from scratch.
- The Data Driven Display for Display & Video 360 template in Google Web Designer includes the same dynamic layouts that are available as pre-built formats in Display & Video 360.
- Dynamic data bindings link the creative elements of a dynamic ad with information in a data feed.
- You can preview data-driven creatives with sample data to see how your dynamic ad looks when it’s connected to a data feed.
Certain Display & Video 360 high-impact formats must be built in Google Web Designer. They are typically component based, and being built in Web Designer allows for complete customization. Web Designer offers some high-impact formats as specialized components.
In this module, you’ll learn the basic steps for building and previewing a custom Parallax ad in Google Web Designer.
What is Parallax?
Parallax is a beautiful, immersive high-impact display format for mobile web. As a viewer scrolls through a webpage, the foreground and background images move at different speeds, creating the perception of depth.
This multi-layered web design technique uses CSS to control the movement of the images based on scrolling behavior.
Start your custom Parallax ad in Google Web Designer
If you want to build a Parallax ad for the Display & Video 360 ad environment, then you need to use Google Web Designer.
Web Designer’s specialized component for the Parallax format gives you complete flexibility to customize and add to any creative format for the Display & Video 360 ad environment.
Although this module focuses on using the Parallax component, you can also start your Parallax ad from a template. How? Just look for the Parallax for Display & Video 360 template in Google Web Designer’s Template Gallery. Each layout already includes the Parallax component and sample assets.
Now let’s walk through the steps for using the Parallax component!
With your display ad open, drag and drop the Parallax component from the Components panel onto the document workspace. In the document workspace, double-click the component to open the Parallax configuration interface. Or, in the Properties panel, click on the the Images icon. To add images from your file system, select the plus button at the bottom of the Layers panel. You can also drag files from your file system onto the document workspace or the Layers panel. You can add as many images as you want! Each image you add will be on its own layer. Drag layers up or down to change the stacking order of your images. Set the start and end position of each image you want to animate. Preview your ad in the configuration interface to see how it will appear on a mobile device. Once you’re done, push your Parallax ad directly to Display & Video 360.
There are two ways to open the Parallax configuration interface.
You can either double-click on the component in the document window or select the Images icon in the Properties panel.
- The Parallax format creates the perception of depth. As a viewer scrolls through the webpage, the foreground and background images move at different speeds.
- You can build Parallax ads in Google Web Designer using a specialized component or a template.
- The Parallax component has a special interface for configuring the image layers. You can open it by double-clicking on the component in the document workspace, or by selecting the Images icon in the Properties panel.
- Parallax ads can be used only on the mobile web in Display & Video 360.
The performance benefits and security guarantees offered by AMPHTML ads, which are display ads created using the AMP (Accelerated Mobile Pages) framework, translate to a higher ROI, increased publisher revenue, and better user experience.
In this module, you’ll learn the basic steps for building an AMPHTML ad in Google Web Designer.
What are AMPHTML ads?
AMP (Accelerated Mobile Pages) is a streamlined form of HTML.
Ads coded according to the AMPHTML ad spec take advantage of the same performance optimizations, which make AMPHTML ads more secure and load faster than regular ads. Create an AMPHTML ad document in Google Web Designer.
- Ads built using the AMP (Accelerated Mobile Pages) framework are more secure and load faster than regular ads.
- You can’t convert an AMP file into a non-AMP file in Google Web Designer, or the other way around.
What is responsive design?
When you want to make a creative that works well for many different sizes, and you’re not designing for a specific screen size, you should use a responsive layout.
Why? Responsive ads restyle to adapt their layout to fit on different screens and ad sizes. This means you can build a single creative, rather than multiple similar ones for different sizes and orientations.
You can use Google Web Designer to build responsive ads — no coding required! But first, let’s take look at some key concepts that will help you understand how responsive design works.
What are viewports?
A viewport is the visible area of a webpage. The size and orientation of the viewport depends on the device the viewer is using. Media queries are a feature of CSS3 that lets responsive layouts restyle content for various viewport sizes and orientations.
- Breakpoints are the boundaries for layout and styling changes in your document as the page expands horizontally.
- Media queries are a feature of CSS3 that enables responsive layouts to restyle content for various screen sizes and orientations.
- Viewports are the visible area of a webpage, which depends on the size and orientation the device the viewer is using.
- Responsive design uses media queries to recognize different viewport sizes and change layout rules to restyle the ad to fit the user’s screen.
- Master rules are styles that affect the entire document. Media rules are styles that depend on the viewport. You can only add add or delete assets, elements, and components when Master rules are selected.
- Additional preview options for responsive design are available in Google Web Designer and in browser previews. You can edit or add your own sample data sets in Google Web Designer.
- Responsive layouts use media queries to recognize different viewport sizes and change layout rules to restyle the document to fit them.
Now that you’ve learned more about labeling in Search Ads 360, let’s see if you can apply it to your own account.
Your client is a cosmetics retailer that is looking to remarket to customers who have made previous purchases. You choose to label one of your campaigns, “People who purchased lipstick.” Which keywords does this pull from to build your remarketing list? All keywords in the campaign.
You’re managing several campaigns across multiple search engines. Which time-saving tools would best help you complete the following tasks?
Which adjustment could be best addressed with an automated rule?
The maximum bid on a keyword needs to be adjusted when clickthroughs fall below .3 percent.
Why would you want to set goals at the campaign level? To automatically adjust campaign settings to optimize to a conversion-based goal
Which DoubleClick Search feature allows you to quickly apply changes to multiple campaigns at once? Bulk edits
Applying a label to an ad group enables you to create remarketing lists based on what user action? User clicking on an ad while searching for any keyword in the ad group.
Roger is in charge of marketing for Bean Coffee. He wants to build remarketing lists in DoubleClick Search based on all users who click on an ad when they search for “craft coffee.”
How does he use labels to accomplish this? Apply the label “Interested in craft coffee” to keywords like “craft coffee”.
What is the first step you would take to edit an existing campaign using bulksheets?
- Download the bulksheet from the engine account’s “Campaign” tab in DoubleClick Search.
Sam wants to focus his advertising goals on lead generation based on users completing an inquiry form.
How can he use DoubleClick Search to do this? Set a campaign goal, then a conversion goal with form completion as the conversion source.
Sam wants to focus his advertising goals on lead generation based on users completing an inquiry form.
How can he use DoubleClick Search to do this? Set a campaign goal, then a conversion goal with form completion as the conversion source.
Applying business data to a campaign also applies it to what other elements? Ad groups and keywords in the campaign
How can bulksheets help you efficiently create campaigns? Bulksheets allow you to create multiple campaigns at once.
Sandra is the lead marketer at DinoWorld. She’s creating rows in her business data table for each DinoWorld’s theme park.
What is the best strategy for her to define IDs? The name of the theme park, plus the city where it is located
Anna is ready to get started using Search Ads 360 to set up her first search campaign. What are the correct steps and order she needs to perform them in? Create advertiser; create an engine account; create a campaign; create ad groups; create ads and create keywords.
Which of these definitions best describes what data-driven attribution models can do?
Which Of These Definitions Best Describes What Data-Driven Attribution Models Can Do? Data-driven attribution models help you get a more accurate picture of your conversion by analyzing interactions in your campaigns and creating a model for distributing conversion credit based on where interaction occurs in a conversion path.
What is the new name for DoubleClick Search? Search Ads 360
Jorge wants to examine performance by device type to compare conversions between desktop, mobile, and tablet. How would he view this information in the performance dashboard? Segment data by device type.
What is the new name for Google’s DoubleClick Suite? Google Marketing Platform.
What added benefits does the Data Studio integration in Search Ads 360 provide over using executive reports? It provides all of these options.
What are the three types of attribution models you can choose to build in Search Ads 360?
- Integration with Data Studio allows the creation of unified dashboards, with data from various Google and third-party sources displayed alongside Search Ads 360 data.
- The visualization power of Data Studio can be used to create beautiful reports which tell impactful stories, including multiple variations of charts as well as bespoke designs and brands.
- It provides all of these options.
- Data Studio leverages the collaborative power of Google Drive and makes it easy to understand and share reports with those who need them to make better data-driven decisions.
What Are The Three Types Of Attribution Models You Can Choose To Build In Search Ads 360?Default, Custom, and Data-driven
What information can a Floodlight tag track using custom variables? Promo codes
Bid strategies can find the most opportunities under which condition? A large portfolio with many trade-offs and opportunities. A large portfolio with many trade-offs and opportunities.
A client wants to track conversions based on the number of sales. What type of Floodlight tag can track this? Transaction.
What would you do first to report on data for your “thank you page” Floodlight activity? Create a Floodlight activity group.
Ali uses spreadsheets to track his clients’ budgets, manually calculate trends, and implement formulas to work out target spend. He also uses them to create the daily budget reports that he attaches in emails to his team. How can Search Ads 360 make Ali’s task simpler?
Ali can use the Budget Management feature to create budget groups, so he can specify a budget target and the ROI, number of conversions, or revenue target he’d like to hit with that budget. He can also use the in-built reporting feature to track performance relative to spend.
What Is One Advantage Of Using Search Ads 360 To Manage Multiple Large And Complex Campaigns? Centralized and collaborative campaign management.
Jenny is an agency manager and Jonathan is an agency user. Based on these different permissions, which of the following is true? Both Jenny and Jonathan can edit everything in all advertisers. However, Jonathan will not be able to add or remove users, engine accounts, or view the Advertiser settings sections, which includes Floodlight settings.
How would you track in-app conversions in an Android app? Adwords conversion tracker.
How would you track in-app conversions in an Android app? Context.
To report on cross-environment conversions in DoubleClick Search, what do you segment your report by? device.
What measurement gap can a call-tracking service fill? Cross-device conversions.
To more fully capture mobile’s contribution to a sale, advertisers need to consider what? More than just the last click.
Alice is creating an app install ad for her client’s search campaign. She needs to ensure it works for both Android and iOS versions of their app.
What does Alice need to do to ensure the app directs the user to the appropriate store based on the user’s device? Create a separate ad group for each store
Your client, Bean Coffee, has a mobile site with a mobile-specific URL — m.beancoffees.com.
How do you ensure their ad directs users to the correct site for their device? By using ifmobile and ifnotmobile landing page parameters to specify which URL is used.
Denise has just set up of a call-tracking service and uploaded her first batch of conversions.
How does Denise report on these offline conversions in DoubleClick Search?
Ali is creating a call-only ad group. Using this type of ad, which type of data can Ali track?
- click to calls
Remarketing
Search is a strong signal of what a user is interested in and remarketing off of these insights can improve performance of both search and display ads.
There are two ways to handle remarketing:
- Re-engage shoppers with display remarketing from search ads
- Reach high-value customers with remarketing lists for search ads (RLSAs)
Location
Seeing how users in different geographic areas respond to a search campaign is also an important signal.
There are two ways to handle geo-targeting:
- Manually manage and optimize
- Use Search Ads 360’s adaptive geo-location settings to find patterns and make recommendations
If you set up remarketing lists for search ads (RLSA) in Google Ads, you can create user lists in Search Ads 360 to:
- Target a specific audience with ads more tightly tailored to their interest
- Adjust keyword bids based on the importance of re-engaging a set of users
- Exclude a specific audience from seeing your campaign
For Robert’s needs, he can create a condition that prevents users who have recently bought a Surf-N-Board board from being shown another ad for a board. It has been a whirlwind campaign for Robert and Surf-N-Board! Things have been going so well, he’s been asked to present at a company all-hands to share tips. When he describes the ability of Search Ads 360 to subdivide Melbourne and Canberra as new geo-targets based on performance data, to what feature is Robert referring? Adaptive Geotargeting.
To more fully capture mobile’s contribution to a sale, advertisers need to consider what? More than just the last click. How do you include cross-device conversion data in bid strategies? Due to a change in budgeting, you need to quickly adjust your entire campaign to automatically increase bids on mobile devices by 20 percent. Use cross-environment conversions when computing bid adjustments. Device bid adjustment.
Which client goal appropriately matches with the use of app extension ads for a campaign? Installs of app and website visits.
What type of data can be collected when using a Google forwarding number with a call extension? offline trackiing.
Why Is Defining A Primary Goal The First Step Of Optimizing Your Online Advertising Campaign? It tells you how to configure your campaign to be effective until you have performance data to guide you.
What is a way to improve your targeting when your goal is influencing consideration?
- Bid up on the highest-performing audience lists.
Paul wants to make sure his ads reach users who visit a popular delivery app.
Which dimension will he choose when setting up his bid multipliers? What is a key reason to check pacing for TrueView insertion orders right after launch? To ensure the daily budget has been manually calculated correctly.
What’s a good frequency when your goal is to start raising awareness with new people? Three per day — build awareness, but don’t waste budget on unneeded reintroductions.
What’s a promising way to increase your remarketing list’s potential impressions? Include similar audiences
Why would you use fixed manual bidding for a line item instead of leaving it to automated algorithmic bidding?
When would you avoid setting your display insertion order’s pacing to “ASAP”? When you want to ensure you don’t consume your budget too soon and miss valuable impressions
What’s an important consideration when excluding keywords of categories that you deem unsafe for your brand? Doing so can significantly reduce the inventory your ads can appear with.
What’s the best way to optimize for creatives with high click rates? Move them to their own line items and bid higher for them.
Valerie is thrilled and Bean Coffee is impressed! It’s now Valerie’s turn to pass on advice to a new hire at her agency. Harriet is trying to figure out how to target offline sales data in her bid strategy. What should Valerie tell her? Organize campaigns with the same advertising focus into budget groups.
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? Lower the cost per action
What is one benefit of using the sitelink extension? Users will be directed to a more relevant landing page right away.
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? Assists
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? business data.
Which of the below is a benefit of DoubleClick Search Budget Management? The ability to see aggregate budget performance across an entire account.
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? Adaptive geo-targeting
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? Create a bid strategy with custom Floodlight variable data as a weighted goal.
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? Look for patterns across reports.
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? Forecasting
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? HEALTH PANEL OVERVIEW.
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? Upload offline conversion data files in the order conversions occurred.
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? Limit the number of versions they test. Display remarketing from search
How does Google determine which content is suitable for advertising on the Display Network?
How does Google determine which content is suitable for advertising on the Display Network?
Why would an advertiser use digital content labels? To verify their ads are running next to content that is suitable for their audience