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Exam Number : Google-AVA
Exam Name : Google AdWords Video Advertising
Vendor Name : Google
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Google-AVA Exam Format | Google-AVA Course Contents | Google-AVA Course Outline | Google-AVA Exam Syllabus | Google-AVA Exam Objectives


Exam Detail:
The Google AdWords Video Advertising certification exam assesses an individual's knowledge and skills in creating, managing, and optimizing video ad campaigns using Google AdWords. Here are the exam details for the Google AdWords Video Advertising certification:

- Number of Questions: The exact number of questions may vary, but the exam typically consists of multiple-choice and true/false questions.

- Time Limit: The time allotted to complete the exam is 90 minutes.

Course Outline:
The course outline for the Google AdWords Video Advertising certification covers various key areas related to video ad campaign management. The topics typically included in the course outline are as follows:

1. Introduction to Video Advertising:
- Understanding the benefits of video ads and their role in advertising campaigns.
- Different types of video ads and their formats.
- Setting up a YouTube channel and linking it to Google AdWords.

2. Creating and Managing Video Campaigns:
- Setting campaign goals and objectives.
- Creating video ad campaigns and ad groups.
- Configuring targeting options, such as demographics, interests, and remarketing.

3. Ad Formats and Creative Best Practices:
- Creating compelling video ad content.
- Understanding the different ad formats, including TrueView in-stream and video discovery ads.
- Optimizing video ad creative, including video length and call-to-action overlays.

4. Campaign Optimization and Performance Measurement:
- Utilizing targeting and bidding strategies to optimize campaign performance.
- Monitoring and analyzing video ad campaign metrics.
- Using YouTube analytics and AdWords reporting to assess campaign success.

5. Advanced Video Advertising Strategies:
- Implementing remarketing and audience targeting for video campaigns.
- Utilizing video ad sequencing to tell a story across multiple ads.
- Leveraging YouTube's ad formats and features for maximum impact.

Exam Objectives:
The objectives of the Google AdWords Video Advertising certification exam are as follows:

- Assessing candidates' understanding of video ad concepts, strategies, and best practices.
- Evaluating candidates' proficiency in creating, managing, and optimizing video ad campaigns.
- Testing candidates' knowledge of targeting options, ad formats, and campaign performance measurement.

Exam Syllabus:
The specific exam syllabus for the Google AdWords Video Advertising certification may cover the following topics:

1. Video Advertising Fundamentals:
- Introduction to video ads and their benefits.
- Setting up a YouTube channel and linking it to Google AdWords.
- Overview of video ad formats and targeting options.

2. Video Campaign Creation and Management:
- Defining campaign goals and objectives.
- Creating video ad campaigns and ad groups.
- Configuring targeting options, including demographics, interests, and remarketing.

3. Video Ad Formats and Creative Best Practices:
- Creating effective video ad content.
- Understanding the different ad formats, such as TrueView in-stream and video discovery ads.
- Optimizing video ad creative for maximum impact.

4. Campaign Optimization and Performance Measurement:
- Utilizing targeting and bidding strategies to optimize campaign performance.
- Monitoring and analyzing video ad campaign metrics.
- Using YouTube analytics and AdWords reporting to assess campaign success.

5. Advanced Video Advertising Strategies:
- Implementing remarketing and audience targeting for video campaigns.
- Utilizing video ad sequencing to tell a story across multiple ads.
- Leveraging YouTube's ad formats and features for advanced targeting and engagement.



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Google AdWords questions

 

Seven Steps To Ad Targeting Perfection On The Google Display Network

Since Google Adwords first launched its search advertising platform, it has evolved to include numerous other channels that deliver ads including search partners, gmail, video and display.

The Google Display Network is comprised of over two million websites and reaches over 90% of the total online audience. If you’re a skilled digital marketer experienced in setting up AdWords campaigns, then you’re likely already aware of the power GDN gives you to reach new audiences.

The following seven steps will help your display campaigns perform better than ever. Don’t have any display campaigns currently set up? Learn how to get started here.

Apply the Pareto principle.

Using the GDN, you may have seen your ads get placed on hundreds or thousands of websites -- but only a handful are responsible for significant traffic. This can be explained by the Pareto principle, or 80/20 rule.

Applied to digital marketing, we can expect 80% of our results to come from 20% of our placements, keywords, emails lists or other channels. The distribution can vary -- 70/30, 90/10, even 99/1 -- but the key point to remember is that spending your time, effort and advertising dollars on the biggest producers will yield the biggest returns.

1. Identify opportunities in your account.

The first step is finding the placements that produce the most volume. In your AdWords account, go to Display campaigns > Placements > WHERE ADS SHOWED. Make sure the date range selected provides enough significant data to work with. Three months is adequate for most accounts.

In the placements dashboard, select a metric and reorder it from highest to lowest. The most important metrics to focus on are impressions, clicks and cost. Using one of these three metrics, decide what best suits the account and determine a minimum threshold for the placements to target. If the right metric is cost, the bar might be set at $10,000, or $100 -- it depends on the size of the account. This will result in a manageable number of placements to work with. Five to twenty is a good starting point, but more can be added later.

2. Create unique campaigns for top placements.

Every placement has an audience with specific interests and behaviors. Creating a separate campaign for these placements will give you the ability to manage budgets, deliver specific ad messaging and control landing pages that are most effective for that audience.

The easiest way to do this is to duplicate the existing campaign that the placement is currently in so all of the existing settings are kept the same, and then rename the campaign.

3. Block these placements from your general campaigns.

To keep the old campaigns from competing with the new top placement campaigns, the placement URL will need to be blocked in the original campaign. The easiest way to do this is to create a shared exclusion list for the top placements and attach it to the old campaigns. This will ensure that only the new targeted campaigns will deliver ads for top placements.

4. Create ad groups with specific targeting.

Ad groups are what will really separate the new campaign from the old one. This is where placements, demographics, topics and other targeting tools are controlled to segment the audience so specific people see specific ads and landing pages.

Let’s say the placement that is being targeted is xyz.com. It drives a lot of traffic, has a great conversion rate and performs very well overall. The site has broad appeal, so the audience is diverse.

The easiest way to start is by segmenting gender. There is more than one way to do this, but the first set of ad groups could be “xyz_female,” “xyz_male” and “xyz_unknown,” since Google doesn’t always know who is viewing the ads.

The next step is targeting gender plus age. Using “xyz_female” as an example, it would then be split into “xyz_female_18-24,” “xyz_female_25-34,” “xyz_female_35-44,” etc. Now the budget and cost per click (CPC) can be controlled for each audience, and segments that underperform or aren’t relevant can be blocked from viewing ads.

5. Design your ads.

Now that the audience is organized into neat little groups, ads can be delivered so users feel like the offer is speaking directly to them. The image, headlines and descriptions are the main elements that influence users and determine performance. Make sure each is chosen carefully so it connects with the target audience. Don’t use an image of a middle-aged man if the ad group audience is 18-24 and female (unless you’re targeting daughters who are shopping for father’s day).

It’s important to test several different ads at the same time. A minimum of three is recommended.

6. Customize your landing pages.

There’s no reason for custom-tailored marketing to end with the ad. Create landing pages that are personalized depending on the source of the traffic.

Test similar images and messages that were utilized in the ad. Using the exact same image and headline from the ad will give a consistent user experience and should result in a lift for campaign performance. The user clicked on the ad because it resonated with them. Don’t switch things up when you’re so close to a conversion.

7. Continue to segment and refine.

Once you figure out what works for the gender and age audience, you can continue to get more granular with your top performing audiences. Target or exclude people who are parents or not parents. Show ads to men 65-plus who are in the top 10% of household income.

It’s important to keep in mind that you can get too specific. If the targeted website has under 1,000 views a month for people 18-24, there’s no reason to create three dozen segments for that age range. Keep an eye on Google’s estimated reach for your targeting so you’ll be able to judge if your audience is too small.

Every industry and account is different, but if you follow these guidelines, you’ll enjoy dramatic improvements to your Google display campaigns.


Beta Google Ads Broad Match Keywords Campaign Setting To Drop Match Types

Google Ads Lenses

Google Ads seems to have launched a beta campaign setting named "broad match keywords." It seems this setting removes the match types, specifically phrase and exact match keywords and converts them into broad match.

PPCGreg posted about this on Twitter, he said, "Broad Match keywords - campaign setting: "Enabling this setting will convert all existing phrase and exact match keywords into broad match and ensure all keywords added also use broad match."

Here is a screenshot of that setting:

click for full size

Google posted on the help document for this setting that "enabling the broad match campaign setting applies the following logic to existing similar keyword selection rules:"

  • Even though all keywords are set to broad match, they will behave as if there was both a broad match and an exact match version of each keyword.
  • If you upgrade exact match keywords with the broad match campaign setting, searches that are identical to those keywords will continue being served out of the same campaign.
  • If you upgrade other keywords, they will now be on the same level as exact match keywords on searches that are identical to those keywords.
  • Enabling broad match campaign setting simplifies testing upgrading campaigns that contain exact match keywords to broad match.
  • Forum discussion at Twitter.


     


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