Name: Score:
187 Multiple choice questions
Term 1 of 187
Assisted Conversion
For example, a user segment might be users from a particular country or city. In addition to
user segments, event segments and session segments can also be created.
For example, if a user came to the website from Twitter and then later from Google
AdWords, Twitter would be counted as an 'assisted conversion'.
For your paid ads, if you have goals and conversions already set up within Google Ads or
your Google Analytics account, then you may want to consider this bidding strategy. Rather
than showing your paid ads as often as possible, this automated bidding strategy will
attempt to use your existing conversion data to maximise the number of conversions your
campaign will bring in.
Margin of error: The statistically-calculated difference between a test result and the
theoretical result that could have come from a test with a lot more users
Definition 2 of 187
A third advanced option for a conversion-based bidding strategy, Target Return On Ad Spend
(ROAS) is designed to balance conversion volume and value. You can decide on a "return" for
how much you spend on ads. This bidding strategy is very similar to Maximise Conversion Value,
though instead of trying to spend as much budget as possible, your campaign will instead aim for
a specified return on investment, dictated by the value of your conversions and what you spend.
This return is considered a percentage.
Target Cpa
Target Impression Share
Maximize Conversions
Target ROAS
,Term 3 of 187
An e-commerce website plans to run A/B tests to determine whether it should change the color
of the "Checkout" button from orange to green. The company then creates a hypothesis to
explain the "how" and "why" of the experiment.Why is it important to have a strong hypothesis in
this case?
It makes it easier to quantify the results and communicate them to stakeholders.
It allows businesses to target their products to specific parts of the world through digital
marketing technologies.
It uses machine learning to analyze real-time data to display the right message to the right
user at the right time.
Omar
Term 4 of 187
An American e-commerce store that sells kids' toys experiences a 40% spike in sales in the week
before Christmas.Which marketing strategy should the store use if it wants to make the best use
of this increase in sales to maximize its revenue?
Create engaging social media posts.
Increase prices on all products to maximize profit margins.
Offer last-minute holiday discounts during that week.
Stop all marketing efforts and wait for the holiday rush to pass.
,Term 5 of 187
Applause rate:
Profit margin: Will you be able to sell this product at a competitive price while also making
a profit?
Applause rate: The number of approval actions—such as likes, mentions, retweets, or
favorites—that a post receives relative to your total number of followers
A bidding method that lets you set your own maximum cost-per-click (CPC) for your ads.
This differs from automated bid strategies, which set bid amounts for you.
Dashboard: A tool to track, analyze, and display KPIs, metrics, and insights dynamically
based on interactive user criteria
Definition 6 of 187
Conversion paths: A feature in Google Analytics that enables a marketer to view the first and last
touchpoints before conversion and touchpoints in between
Area chart
Multi-channel funnels
Conversion paths
Heat map
Definition 7 of 187
You also learned that Lifetime Value (LTV)—sometimes called Customer Lifetime Value—is the
average revenue generated per customer over a certain period of time.
Total Revenue Per transaction (trt)
Monthly Revenue Growth rate (mrgr)
Customer Lifetime Value (LTV) (CLV)
Average Cost Of acquisition (aca)
, Definition 8 of 187
Duration, also referred to as flight, is the length of a campaign and is easy to document. But if
you're running a campaign using a pay-per-click (PPC) model, duration becomes trickier because
you'll need to ensure your budget is sufficient for the entire duration of the campaign. For
campaigns like these, duration is heavily influenced by budget.
Media mix
Segment
Conversion rate (cvr or cr)
Duration (flight)
Definition 9 of 187
For your paid ads, if you have goals and conversions already set up within Google Ads or your
Google Analytics account, then you may want to consider this bidding strategy. Rather than
showing your paid ads as often as possible, this automated bidding strategy will attempt to use
your existing conversion data to maximise the number of conversions your campaign will bring in.
Product Sourcing
Target Impression Share
Maximise Conversions
Target Cpa
Definition 10 of 187
Content you're not allowed to promote on the Google Network
eligible (limited)
Businss Goal
Prohibited content:
Profit margin:
187 Multiple choice questions
Term 1 of 187
Assisted Conversion
For example, a user segment might be users from a particular country or city. In addition to
user segments, event segments and session segments can also be created.
For example, if a user came to the website from Twitter and then later from Google
AdWords, Twitter would be counted as an 'assisted conversion'.
For your paid ads, if you have goals and conversions already set up within Google Ads or
your Google Analytics account, then you may want to consider this bidding strategy. Rather
than showing your paid ads as often as possible, this automated bidding strategy will
attempt to use your existing conversion data to maximise the number of conversions your
campaign will bring in.
Margin of error: The statistically-calculated difference between a test result and the
theoretical result that could have come from a test with a lot more users
Definition 2 of 187
A third advanced option for a conversion-based bidding strategy, Target Return On Ad Spend
(ROAS) is designed to balance conversion volume and value. You can decide on a "return" for
how much you spend on ads. This bidding strategy is very similar to Maximise Conversion Value,
though instead of trying to spend as much budget as possible, your campaign will instead aim for
a specified return on investment, dictated by the value of your conversions and what you spend.
This return is considered a percentage.
Target Cpa
Target Impression Share
Maximize Conversions
Target ROAS
,Term 3 of 187
An e-commerce website plans to run A/B tests to determine whether it should change the color
of the "Checkout" button from orange to green. The company then creates a hypothesis to
explain the "how" and "why" of the experiment.Why is it important to have a strong hypothesis in
this case?
It makes it easier to quantify the results and communicate them to stakeholders.
It allows businesses to target their products to specific parts of the world through digital
marketing technologies.
It uses machine learning to analyze real-time data to display the right message to the right
user at the right time.
Omar
Term 4 of 187
An American e-commerce store that sells kids' toys experiences a 40% spike in sales in the week
before Christmas.Which marketing strategy should the store use if it wants to make the best use
of this increase in sales to maximize its revenue?
Create engaging social media posts.
Increase prices on all products to maximize profit margins.
Offer last-minute holiday discounts during that week.
Stop all marketing efforts and wait for the holiday rush to pass.
,Term 5 of 187
Applause rate:
Profit margin: Will you be able to sell this product at a competitive price while also making
a profit?
Applause rate: The number of approval actions—such as likes, mentions, retweets, or
favorites—that a post receives relative to your total number of followers
A bidding method that lets you set your own maximum cost-per-click (CPC) for your ads.
This differs from automated bid strategies, which set bid amounts for you.
Dashboard: A tool to track, analyze, and display KPIs, metrics, and insights dynamically
based on interactive user criteria
Definition 6 of 187
Conversion paths: A feature in Google Analytics that enables a marketer to view the first and last
touchpoints before conversion and touchpoints in between
Area chart
Multi-channel funnels
Conversion paths
Heat map
Definition 7 of 187
You also learned that Lifetime Value (LTV)—sometimes called Customer Lifetime Value—is the
average revenue generated per customer over a certain period of time.
Total Revenue Per transaction (trt)
Monthly Revenue Growth rate (mrgr)
Customer Lifetime Value (LTV) (CLV)
Average Cost Of acquisition (aca)
, Definition 8 of 187
Duration, also referred to as flight, is the length of a campaign and is easy to document. But if
you're running a campaign using a pay-per-click (PPC) model, duration becomes trickier because
you'll need to ensure your budget is sufficient for the entire duration of the campaign. For
campaigns like these, duration is heavily influenced by budget.
Media mix
Segment
Conversion rate (cvr or cr)
Duration (flight)
Definition 9 of 187
For your paid ads, if you have goals and conversions already set up within Google Ads or your
Google Analytics account, then you may want to consider this bidding strategy. Rather than
showing your paid ads as often as possible, this automated bidding strategy will attempt to use
your existing conversion data to maximise the number of conversions your campaign will bring in.
Product Sourcing
Target Impression Share
Maximise Conversions
Target Cpa
Definition 10 of 187
Content you're not allowed to promote on the Google Network
eligible (limited)
Businss Goal
Prohibited content:
Profit margin:
