DoubleClick Search Basics Answersheet

What are the advantages of using DoubleClick Search to manage a large and complex campaign? Reduced cost Centralized management and reporting with automated bid strategies The capability of running promotions on one engine at a time…

What is a benefit of using executive reporting? Charts and tables that show metrics for attributes like ad copy Cross-advertiser metrics displayed in terms of high-level concepts and colorful charts for easy presentation Full reporting…

What is search engine marketing? When a system requires you to work with an expert in search engine optimization When an advertiser runs ads that show up alongside natural search results on a search engine When an advertiser makes…

You’re running a search campaign to promote a product for senior citizens. You choose to exclude keywords such as “teenagers” and “kids.” What type of keywords are these? Avoidance Prohibited Exclusionary Negative Correct answer is:…

Bid strategies can find the most opportunities under which condition? A large portfolio with many trade-offs and opportunities A small portfolio with very clear goals A very focused portfolio that is not very complex A large portfolio…

How is a search ad’s ranking determined? The advertiser’s history of advertising on the search engine The advertiser’s bid only The advertiser’s bid and relevance to the search results The number of years the advertiser has been in business…

What KPI and target metric should you select to get the most clicks possible within your $5,000 budget? Clicks, Return on advertising spend (ROAS) Clicks, Monthly spend Actions, Cost-per-action (CPA) Actions, Monthly spend Correct…

Sarah creates a Floodlight activity group to track the number of hits on her advertiser’s home page. If she also wanted to track customer purchases, what does she need to do? Add another transaction tag to the activity group Create a…

Your client wants to track conversions based on the number of sales. What type of Floodlight tag should you use to track this? Cross-channel Custom variable Action Transaction Correct answer is: Transaction Explanation: Track purchases…

Asa is ready to get started using DoubleClick Search to set up his first search campaign. What are the correct steps and order he needs to perform them in? Create engine account; create keywords; create ads; create campaign Create ad…