1.SuperCoolKicks Wants To See Which Landing Page Experience
Is Best For Users Who Have Clicked The Cool Kicks Sneaker Ads. What Best
Practice Should They Follow While They’re Running This Test?
- Keep the landing pages as generic as possible
- Test as many landing pages as possible to keep the testing period short
- Test the landing pages in every one of their ads for consistency
- Keep the content on the landing pages unchanged
2. Knowing That DinoWorld Park Tickets Tend To Have A Long
Conversion Funnel, Johanna Wants To Give Equal Credit To Every Click That Kept
The User’s Interest Prior To Purchasing Tickets. Which Model Would She Use To
See Credit Assigned In This Way?
- Position based
- Time Decay
- Linear
- Last click
3. James Wants To See A Full List Of Bid Strategies And The
Health Status Of Each. How Can He Do This?
- Budget Management tab
- Add a filter for bid strategy health status on the bid strategy summary page
- Pull a report and check for cost per action (CPA) across strategies
- View the Health panel overview
4. Lucy Wants To Get An Idea Of How Her Bid Strategy Would
Perform With A 10 Percent Increase Of Weekly Spend, Without Risking Her Budget.
What Feature In DoubleClick Search Could Help Lucy Out?
- Forecasting
- Attribution modeling
- Portfolio bidding
- Bid strategy health
5. Suzanne Has Run All The Reports She Can Think Of, But She
Wants To Make Sure She’s Not Missing Anything. What’s One Method She Can Use To
Find Parts Of Her Campaign Strategy That Are Under-Credited?
- Compare conversion data across three different attribution models
- Review the health panel overview and cross-reference performance reports
- Use third-party targeting for promotions
- Add budget for landing page tests to increase conversions
6. 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?
- Portfolio geo-bidding
- Health panel geo tab
- Remarketing lists for search ads (RLSA)
- Adaptive geo-targeting
7. Jane Is Making Adjustments To Her Cost
Per Action (CPA) Target Every Day And Is Frustrated That DoubleClick Search
Seems To Always Be Calibrating. Why Does This Keep Happening To Jane?
- DoubleClick has a calibration period following significant CPA changes.
- DoubleClick detects there’s an insufficient conversion volume to determine optimum CPA.
- The CPA is much higher than optimum CPA historically.
- DoubleClick thinks there is insufficient budget for the ROI goal.
- The ability to see aggregate budget performance across an entire account
- The ability to see which geographic region has the highest ROI
- The ability to create weighted goals for the entire account
- The ability to modify bid strategies based on conversion data
9. Yazmin Wants To Target Display Ads To
Snowboarders And Skiers Who Have Clicked On Ultimate SnowShoes Search Ads.
What’s One Way She Can Do That In DoubleClick Search?
- Remarketing lists for search ads (RLSA)
- Programmatic remarketing
- Display remarketing from search
- Portfolio bidding
10. 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
- Create a display remarketing strategy using both sticker and ski customers
- Increase daily budget for high-performing keywords
- Create a new campaign with adaptive geo-targeting for cold regions
11. Bean Coffee Is Keeping Their Coffee
Shops Open Late Near College Campuses. They Want Students Searching For A
Late-Night Study Spot To See That A Bean Coffee Location Near Them Is Still
Open. Which Extensions Should They Use?
- Callout and sitelink
- Location
- Callout and location
- Sitelink and location
12. 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 only if conversions have occurred
- Upload offline conversion data once a month
- Upload offline conversion data files in the order conversions occurred
- Upload offline conversion data in its original formatting
13. Debbie Is Excited To Plan Budgets
Directly In DoubleClick Search. What Is A Best Practice To Help Her Get
Started?
- Organize campaigns with the same advertising focus into budget groups
- Organize campaigns into budget groups broken out by each week
- Organize campaigns into budget groups based on geographic region
- Group all campaigns into a single budget group for better spend optimization
14. 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
- Offline data
- Custom attribution modeling
- Performance reports
15. Once Budget Plans Are Set In Budget
Management, What Is A Best Practice For Allocating Spend To Meet DinoWorld
Theme Park’s Business Needs?
- Enable A/B testing of DinoWorld landing pages to manage spend during seasonal fluctuations
- Remove 10 percent of spend from each DinoWorld budget group to account for seasonal fluctuations
- Create duplicate DinoWorld keywords to run as a control group
- Customize the spend allocations to provide more spend during popular events at DinoWorld Theme Park
16. 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
- Run a budget report and check actual versus forecasted spend
- Budget Management tab
- Pull a report and include cost per action (CPA), cost per click (CPC)
17. 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?
- Time Decay
- Last click
- Assists
- Position based
18. Jerry Wants DoubleClick To
Automatically Adjust Keyword Bids Based On The Dollar Value Of Ultimate
SnowShoes Products That Users Have Researched. What Feature Allows Him To Do
This?
- Adaptive geo-targeting
- Remarketing lists for search ads (RLSA)
- Programmatic remarketing
- Portfolio bidding
19. 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?
- Include both landing page and ad copy tests for efficiency
- Test as many different versions of their ad copy as possible
- Keep the ad copy as generic as possible
- Limit the number of versions they test
20. What Is One Benefit Of Using The
Sitelink Extension?
- Sitelinks are a good way to test landing pages.
- Bids can be adjusted based on the sitelink.
- Users will be directed to a more relevant landing page right away.
- Dynamic landing pages can be used.
21. Which Attribution Model Uses
Floodlight Data From Both Converting And Non-Converting Users?
- Custom
- Top Conversion Paths
- Path Length
- Data-driven
22. 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?
- Attribution modeling
- Bid strategy health
- Forecasting
- Portfolio bidding
23. What Is A Benefit Of Portfolio Bid
Strategies?
- They manage geo-targeting across the portfolio of campaigns to reach the target.
- They split conversion credit across all interactions to provide better insights.
- They manage bids on keywords across the portfolio to reach the target.
- They find the best-performing geographic areas and adjust bids to reach the target.
24. 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
- Enable adaptive geo-targeting
- Pause one of the campaigns
- Create a new budget group
25. 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?
- Hire an analyst
- Review the health panel overview
- Look at historical data — that always forecasts future performance
- Look for patterns across reports
