You want to advertise your website with Google Ads, and you’re thinking of using one of Google’s Smart Bidding strategies. Which of the following is a Smart Bidding strategy?

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?

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 […]

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

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 […]

What method can be used to analyze the return on investment (ROI) for media, apart from attribution?

Conversion lift can be used. Viewable CPM can be used. Smart Bidding can be used. Marketing mix model can be used. The correct answer is: Marketing mix model can be used.