Google Ads Measurement Answers

How would you explain what a marketing mix model does?

Sara TaylorComments Off on How would you explain what a marketing mix model does?
  • It evaluates a customer’s long-term marketing value to provide a more accurate view of performance.
  • It provides an analysis that shows the impact of marketing on a brand’s sales.
  • It determines the impact of a specific variable on control and treatment groups.
  • It uses conversion data to calculate the contribution of each interaction across the conversion path.

The correct answer is:

  • It provides an analysis that shows the impact of marketing on a brand’s sales.

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A hungry customer is searching for a place to eat in Florence, Italy, where you happen to own a restaurant called Ristorante Abigaille. The customer performs each of these searches: “restaurant tuscany,” “restaurant florence,” “3 star restaurant florence,” and “3 star restaurant abigaille florence,” then finds your site by clicking on your ads. They make a reservation after selecting your ad that appeared following the “3 star restaurant abigaille florence” search. What keyword would receive credit for this conversion, if using the data-driven attribution model?

Sara Taylor

Each keyword would receive equal credit (i.e., 25% each) for the conversion, because the conversion would be attributed to each keyword equally. The first keyword would receive 100% of the credit for the conversion, because the first keyword would be attributed with the conversion. Each keyword would receive credit for how much it contributed to […]
Google Ads Measurement Answers

What’s the practice you’d want to use for turning marketing insights into action?

Sara Taylor

Increase investment in an underperforming channel. Shift budgets from well-performing channels to underperforming Increase the frequency of underperforming ad creatives. Focus on the right audience for the message shared in that stage of the buying journey. The correct answer is: Focus on the right audience for the message shared in that stage of the buying […]
Google Ads Measurement Answers

Apart from conversion delay, what three additional factors influence conversion volume? Choose three.

Sara Taylor

Changes to ads Changes to attribution model Changes to discrepancy model Changes to default browser Changes in competition or seasonality The correct answer is: Changes to ads Changes to attribution model Changes in competition or seasonality