Google Academy for Ads Certification Exam Questions and Answers 2023: Activate customer-centric marketing

Why is a digital-first brief an important part of the campaign process?

January 24, 2019

It ensures all teams are aware of budget, the parameters of the project, and how to execute the key messages.
It gives teams a sense of what the key performance indicators for the project will be and what the key message will be for their channel.
It provides ample detail and prevents contributors from going off message and out of scope.
It stimulates people to come up with creative, diverse, and expansive solutions befitting a digital landscape.

Your manager thinks the detail you've used in your customer portraits isn't necessary. What should you do next?

January 24, 2019

Agree with your manager and redo all the portraits according to his vision; implement a best practice to follow suit
Point out that the more you know about your audience, the more targeted you can be with your messages across the entire journey
Say that you see his point and that this is just a way for you to glean more insights; you'll be prioritizing demographic data only
Advocate for keeping the detail in the portraits because it represents very accurately what the people in your focus groups told you

You work for a perfume company and identified a customer portrait for young, working moms who are fans of organic, natural products. How would you target them during the "Think" stage of See, Think, Do, Care?

January 24, 2019

Create a search campaign based around the terms "looking for organic, hypoallergenic perfume"
Deliver a display ad that promotes a blog post on the top perfume ingredients that work well for children who have allergies
Make a pre-roll, skippable video ad that showcases the lifestyles of your target audience
Send out an exclusive newsletter with instructions on how to apply for a loyalty discount card

What would you recommend for a company that wasn't yet clear who their target is or their unique benefit?

January 24, 2019

Do a cost analysis
Use a Strengths, Weaknesses, Opportunities, Threats framework
Write a positioning statement
Try a content analysis

What is the risk to a brand if it wants to be everything to every possible customer?

January 24, 2019

It won't be able to keep up with the demand.
There is absolutely zero risk. This is what all brands should do.
It could lose its unique differentiator within the market.
It would spend too much money automating its marketing efforts.

What is the main difference between a traditional campaign brief and a digital-first one?

January 24, 2019

A digital-first brief focuses on the consumer and the desired shift in their behavior, not on media metrics.
A digital-first brief values e-commerce and has already shaped the creative teams should use.
A digital-first brief summarizes every media metric the campaign should hit, along with tactics to use.
A digital-first brief highlights all the digital formats and channels available to creatives.

Imagine you were explaining how to stay relevant in the digital ecosystem. What would be the most important point to get across?

January 24, 2019

The journey hasn't changed, customers move through a funnel toward purchase
The value of blasting a one-sized-fits-all message at scale
Marketers must understand a customer's intent
Apply the same principles you used to use for print, radio, and tv to search and digital

You received some feedback that your team thinks you missed some vital micro-moments. What do you do to find the ones you missed?

January 24, 2019

Just focus on the moments where your customers use smartphones and mobile devices
Rule out signals such as likes, browse behavior, and reading an article
Disregard the feedback and trust that your instincts are correct
Go back and try to re-anticipate all the touch points your customers may have

What would be the best format and message for a women's clothing retailer in the "Do" stage?

January 24, 2019

Blog post outlining fashion trends
Newsletter on tips to take care of your new garment
Skippable pre-roll ad talking about how the clothing is manufactured and designed
Search ads with discounts and a site-link extension leading to product

Imagine you created a sponsored post for your target audience. The post linked to a detailed side-by-side comparison of your product suite. You noticed that you received very little traffic. What principle would you need to strengthen?

January 24, 2019

Link to brand
Aware of intent
Digital-first
All three principles

To capture the "Do" stage for a marketing campaign selling men's razors, you invited users who watched your entire pre-roll ad to sign up for a newsletter on male grooming trends. The results were dismal. Why?

January 24, 2019

This tactic would have been appropriate for the "Think" stage.
This would have been better as an awareness campaign.
This tactic didn't consider personas or opposites attract thinking.
This was a great idea to reward loyal customers.

The other day you were searching for electronic music schools and visited some related sites. A few days later you were curious about how many calories were in the curry rice you had at lunch and searched "calories in curry rice". You landed on a site with nutritional tips and noticed a display ad for an electronic music school. You decide to click on it. What signal was likely used to target you with this ad?

January 24, 2019

An earlier site visit of electronic music schools
People who were interested in half marathons in the area
All those who searched for a recipe
People who searched for "where to buy chicken curry"

You've been asked to identify micro-moments for a new automotive client. Where do you start?

January 24, 2019

Avoid location data and information relating to time
Capture each and every moment you can—don't hold back
Look at your data to get insights on customer behavior
Just focus on the moments involving cash transactions

Louise, who works for a computer company, sent her loyal customers and brand fans a display ad with this message: "For your first purchase, get a discount" display ad. Why didn't this work?

January 24, 2019

This message would have worked better for the "Think" stage.
This message would have worked better for the "Care" stage.
This message would have worked better for the "Do" stage.
This message would have worked better for the "See" stag

Thursday, 24 January 2019

Why is a digital-first brief an important part of the campaign process?

Your manager thinks the detail you've used in your customer portraits isn't necessary. What should you do next?

You work for a perfume company and identified a customer portrait for young, working moms who are fans of organic, natural products. How would you target them during the "Think" stage of See, Think, Do, Care?

What would you recommend for a company that wasn't yet clear who their target is or their unique benefit?

What is the risk to a brand if it wants to be everything to every possible customer?

What is the main difference between a traditional campaign brief and a digital-first one?

Imagine you were explaining how to stay relevant in the digital ecosystem. What would be the most important point to get across?

You received some feedback that your team thinks you missed some vital micro-moments. What do you do to find the ones you missed?

What would be the best format and message for a women's clothing retailer in the "Do" stage?

Imagine you created a sponsored post for your target audience. The post linked to a detailed side-by-side comparison of your product suite. You noticed that you received very little traffic. What principle would you need to strengthen?

To capture the "Do" stage for a marketing campaign selling men's razors, you invited users who watched your entire pre-roll ad to sign up for a newsletter on male grooming trends. The results were dismal. Why?

You've been asked to identify micro-moments for a new automotive client. Where do you start?

Louise, who works for a computer company, sent her loyal customers and brand fans a display ad with this message: "For your first purchase, get a discount" display ad. Why didn't this work?

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