Google Ads Certification- Measurement Questions With Complete Solutions
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Google Ads Certification- Measurement
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Google Ads Certification- Measurement
Google Ads Certification- Measurement Questions With Complete Solutions
The complex user journey - Answer-knowing how their customers interact with their brand, and what role advertising plays in that relationship. It's a challenge because customer behavior itself is complex.
/.conversions ar...
Google Ads Certification- Measurement
Questions With Complete Solutions
The complex user journey - Answer-knowing how their customers interact with their
brand, and what role advertising plays in that relationship. It's a challenge because
customer behavior itself is complex.
/.conversions are - Answer-the actions you want customers to take when they
encounter your marketing messages.
/.Attribution models - Answer-It automatically starts to recognize the most effective
touchpoints that lead to a conversion. There are two ways this can happen: with rules-
based attribution and with data-driven attribution.
/.Rules-based attribution - Answer-rules-based model may assign some value to the
first interaction that introduces a customer to a brand, but assign a higher value to the
final interaction that leads to the purchase
/.Last interaction - Answer-The last touchpoint receives 100% of the credit for the
conversion.
/.First click - Answer-The first touchpoint receives 100% of the credit for the conversion.
/.Position-based - Answer-40% credit is assigned to both the first and last interaction,
and the remaining 20% credit is distributed evenly to the middle interactions.
/.Time-decay - Answer-A multi-touch model that gives more credit to the touchpoints
closest to the conversion.
/.Linear - Answer-Credit is distributed evenly to every single touch in the buyer journey.
/.Digital-driven attribution - Answer-Machine learning determines the best way to
distribute credit for your conversions.
/.Data-driven attribution (DDA) is - Answer-the most advanced model in Google's
attribution products. A data-driven model algorithmically evaluates individual customer
paths. Credit is then dynamically attributed to each touchpoint according to its impact on
the conversion. An advantage of this model is that attribution logic includes converting
and non-converting paths, whereas rules-based models only take converting paths into
account.
/.A media channel is a - Answer-specific medium that's used to reach an intended
audience
, /.A sales channel is a - Answer-way of bringing products or services to market so that
they can be purchased by consumers.
/.marketing mix model - Answer-(MMM)
/.mmm is - Answer-not right for every business. It's particularly useful for companies that
invest a significant amount of their marketing budget in offline media channels, or
companies that sell predominantly through offline sales channels (brick-and-mortar
stores).
/.MMM- Who's it for? - Answer-An MMM is typically done for a brand (for example,
Oreo) or a group of brands in the same category (for example, snack foods). It
incorporates all possible factors that could drive the brand's sales, including (but not
limited to) media and marketing (for example, TV, radio, digital, outdoor advertising,
emails, coupons), brand consideration, the economy, competitor actions, and even the
weather.
/.MMM- How does it work? - Answer-An advertiser will typically hire a third-party vendor
to run an MMM, and a few advertisers run their own MMMs. They are expensive and
take 12 to 20 weeks to run, so most advertisers only do it just once or twice a year. As
technology and data improve, however, more advertisers are beginning to do quarterly
updates or even monthly refreshes. Frequent updates to MMMs are a good thing, as
long as the advertiser can make decisions about their media budgets with the same
frequency.
/.MMM- Is it worth al the trouble? - Answer-MMMs are the best available method for
determining the amount of sales driven by each media channel. Most companies use
the findings to support their strategic planning and budgeting. CMOs and other budget
decision-makers look at the ROI of each media channel to determine the ones they
should continue to invest in.
/.MMM- What are its limitations? - Answer-MMMs require a diligent collection of two to
three years worth of weekly data for each and every driver of sales, including all
marketing channels, but also across areas like price promotions, distribution, and
product changes. External factors like competitive actions and the economy are
considered as well. There's often a limit to how many marketing tactics can be analyzed
at once.
/.The challenge with most ROI calculations is that - Answer-they look at the value of
channels in the short-term: a typical timeframe for ROI calculation is anywhere from
several weeks to one year. Short-term view of ROI can be misleading.
/.Customer lifetime value - Answer-CLV
/.CLV - How does it work? - Answer-Imagine there are two shoppers using a baby
apparel website. The first is a one-time visitor who buys a $500 gift for a baby shower.
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