What report can help show the duration between a user’s first exposure and their subsequent conversion?

To evaluate their campaigns, what should marketers do?

They should use lifetime value analysis to examine the impact to brand lift metrics. They should focus on the worst-performing ads and reduce the frequency of that ad, then reevaluate. They should check whether the result of a specific objective exceeded or fell short of its goal. They should check whether all the budget was […]

If you’re getting good traffic but not enough conversions from your ads, what should you do to improve your conversion rate?

You should turn off the ads to stop traffic. You should use more general keywords. You should reduce campaign budgets. You should add more negative keywords. The correct answer is: You should add more negative keywords.

You own a restaurant called Ristorante Abigaille in Florence, Italy. A customer finds your site by clicking on your ads after performing each of these searches: “restaurant tuscany,” “restaurant florence,” “3 star restaurant florence,” and “3 star restaurant abigaille florence.” The customer makes a reservation after clicking on your ad that appeared with “3 star restaurant abigaille florence.” Using the data-driven attribution model, what keyword would receive credit for the conversion?

The conversion would be attributed to each keyword equally, therefore each keyword would share equal credit (i.e., 25% each) for the conversion. The last keyword would be attributed with the conversion, therefore the last keyword would receive 100% of the credit for the The conversion would be attributed to each keyword proportionally, therefore each keyword […]