Digital Marketing Certification Course Exam Questions & Answers (DMCCEQA)

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Bid Manager Optimization Assessment Answers

Bid Manager Optimization Certification Answers

Optimize your Display & Video 360 campaign Assessment Answers, Bid Manager Optimization Assessment Answers, Optimization means building your campaign so it’s effective in working toward your goals, and then using performance data to find what gets results and doing more of it. This training shows you how to optimize your campaign with Display & Video 360.

Why would you use fixed manual bidding for a line item instead of leaving it to automated algorithmic bidding?

  1. It’s the first field you fill out when starting a new campaign in Bid Manager.
  2. It tells you how to configure your campaign to be effective until you have performance data to guide you.
  3. Campaign budget is based on goal, from lowest when creating loyalty to highest for awareness raising campaigns.
  4. Bid Manager’s optimization wizard uses it to configure the campaign to drive your goal.

Correct Answer:

  • It tells you how to configure your campaign to be effective until you have performance data to guide you.

Why would you look at an impression lost chart when making quick optimizations?

  1. It shows how many auctions you’re losing due to bids, budget, and frequency.
  2. It shows potential spend based on the audiences targeted for the line item.
  3. It’s an easy place to see all your bids.
  4. It shows how many clicks you’ve earned, and how many you are missing out on due to the bid.

Correct Answer:

  • It shows how many auctions you’re losing due to bids, budget, and frequency.

What’s a possible way to optimize toward a $10 cost per action (CPA) goal if your current CPA is $50?

  1. Set a CPA goal of $60, and then incrementally increase the goal over time.
  2. Set a $45 CPA, and then continue to lower it in $5 increments over time.
  3. Set a $10 goal, and bid very high.
  4. Set the counting method to include only a percentage of the post-view clicks.

Correct Answer:

  • Set a $45 CPA, and then continue to lower it in $5 increments over time.

Manual optimizations to which components typically provide the greatest impact?

  1. Loyalty, awareness, action, and consideration
  2. Budget, pacing, geography, and inventory
  3. Bids, frequency, site targeting, and creatives
  4. Advertiser, campaign, insertion orders, and line items

100% Correct Answer:

  • Bids, frequency, site targeting, and creatives

What is the most important factor to consider when evaluating viewability and ad position performance?

  1. Whether the position was relative to the size of the screen
  2. That you’re counting apps and sites equally
  3. That viewability and ad position data are measurable
  4. That below the fold inventory cannot also be “viewable”

100% Correct Answer

  • That viewability and ad position data are measurable

Which can be one of the most effective strategies for driving action?

  1. Including the “Thank you” page in your first-party audience targeting
  2. Always targeting a filtered URL and app list based on where users have converted in the past
  3. Setting the cost per action (CPA) goal 50 percent lower than your target CPA
  4. Using recency targeting with first-party audience lists

Correct Answer:

  • Using recency targeting with first-party audience lists

You have an insertion order designed to get more customers to install your app. What is its goal?

  1. Influence consideration
  2. Drive action
  3. Create loyalty
  4. Build awareness

100% Correct Answer:

  • Drive action

How can the pacing metrics help you to optimize remarketing line items?

  1. By showing you what inventory more spend might have acquired
  2. By helping you ensure your bids and budgets are not limiting impressions won
  3. By showing you specifically what pacing should be set at in the next flight
  4. By helping you ensure the frequency settings do not cause impression loss

Correct Answer:

  • By helping you ensure your bids and budgets are not limiting impressions won

When optimizing to build awareness, what components should you optimize first?

  1. Sites, creatives, and time of day
  2. Audience, creatives, and brand
  3. Viewability, budget, and pacing
  4. Spend, pacing, and frequency

Correct Answer:

  • Sites, creatives, and time of day

At its most basic, how do you optimize your campaign?

  1. find out which components are best at getting the results you want, then update your campaign to favor those components.
  2. find out which components are driving the most revenue, then update your campaign to favor these components.
  3. find out which creatives are most effective, then run more creatives like those.
  4. find out which sites and apps bring the best response, then target more of them.

Correct Answer:

  • find out which components are best at getting the results you want, then update your campaign to favor those components.

What is a key reason to check pacing for TrueView insertion orders right after launch?

  1. To ensure TrueView bids are not cost-per-view (CPV) because that could cause overspend
  2. To ensure they have not been rejected due to ad policy
  3. To ensure TrueView ads always pace ahead because they are more profitable
  4. To ensure the daily budget has been manually calculated correctly.

100% Correct Answer:

  • To ensure the daily budget has been manually calculated correctly.

What is a way to improve your targeting when your goal is influencing consideration?

  1. Bid up on the highest-performing audience lists.
  2. Increase targeting until the audience is under 1,000 users.
  3. Bid up on the audiences with the highest impressions.
  4. Bid up on the sites with the highest cost per thousand impressions (CPMs) and the lowest number of clicks (because they’re guaranteed to be premium inventory).

100% Correct Answer:

  • Bid up on the highest-performing audience lists.

When would you avoid setting your display insertion order’s pacing to “ASAP”?

  1. To keep spend easy to track and report
  2. When you want to ensure you don’t consume your budget too soon and miss valuable impressions
  3. When your unclaimed budget can be reclaimed by your advertising department
  4. To ensure you always get some of the very best inventory, no matter when it was auctioned

100% Correct Answer

  • When you want to ensure you don’t consume your budget too soon and miss valuable impressions

Which of the following is an example of low performers when trying to influence consideration?

  1. Audiences with many conversions and high costs per thousand impressions (CPMs)
  2. Sites with low viewability and no conversions
  3. Sites with low volume, but high conversions
  4. Sites with high viewability and clicks

Correct Answer:

  • Sites with low viewability and no conversions

What’s the best way to optimize for creatives with high click rates?

  1. Add them to a blacklist so you can exclude them from bidding.
  2. Bid higher for their entire insertion order.
  3. Move them to their own line items and bid higher for them.
  4. Update their visuals and messaging to make them even more compelling.

100% Correct Answer

  • Move them to their own line items and bid higher for them.

What’s a promising way to increase your remarketing list’s potential impressions?

  1. Include the audience that has been to the “Thank you” page
  2. Decrease the frequencing setting
  3. Include similar audiences
  4. Group multiple audiences using AND logic

100% Correct Answer

  • Include similar audiences

What can you do to optimize in the final week of your campaign’s flight?

  1. Decrease all of your bids to ensure the best cost per thousand impressions (CPM).
  2. Delete any line items that don’t meet your cost-per-action (CPA) goal.
  3. Make sure that the budget is spent in full on the highest-performing insertion orders.
  4. Let auto-optimization handle the last week of the flight.

100% Correct Answer

  • Make sure that the budget is spent in full on the highest-performing insertion orders.

What’s a good frequency when your goal is to start raising awareness with new people?

  1. Ten per day — spend some extra so they remember you.
  2. Unlimited — make sure they remember your brand.
  3. Three per day — build awareness, but don’t waste budget on unneeded reintroductions.
  4. One per day — you’re just trying to meet new people

100% Correct Answer

  • Three per day — build awareness, but don’t waste budget on unneeded reintroductions.

Why is defining a primary goal the first step of optimizing your online advertising campaign?

  1. It tells you how to configure your campaign to be effective until you have performance data to guide you.
  2. Campaign budget is based on goal, from lowest when creating loyalty to highest for awareness raising campaigns.
  3. Bid Manager’s optimization wizard uses it to configure the campaign to drive your goal.
  4. It’s the first field you fill out when starting a new campaign in Bid Manager.

Correct Answer:

  • It tells you how to configure your campaign to be effective until you have performance data to guide you.

What’s an important consideration when excluding keywords of categories that you deem unsafe for your brand?

  1. This can expand your reach to sites you do not intend.
  2. Categories change so frequently that they have an unpredictable effect on reach.
  3. Doing so can significantly reduce the inventory your ads can appear with.
  4. It can be expensive to implement and maintain.

100% Correct Answer

  • Doing so can significantly reduce the inventory your ads can appear with.

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