Google Privacy for Agencies and Partners Certification Exam Answers - English

Google Privacy for Agencies and Partners Certification Exam Answers

• 50 questions in the exam.
• 80% is required to pass the exam

Questions:

Why are traditional methods of tracking becoming less reliable?

• Increasing privacy regulations and technological changes will limit using user data for measurement.
• Conversion window times have slowly increased over time, sometimes as long as 60 days.
• Users are less likely to use their digital devices due to the rise of ad blockers.
• Browsers such as Safari are increasing the ability for advertisers to use third-party cookies to track conversions.

How does conversion modeling benefit a client’s business?

• Deprioritizes users who have a lower reported performance to ensure the campaign is optimized to strong performance.
• Helps clients learn from the models by reverse-engineering algorithms and building their own models.
• Helps marketers identify people who are similar to their converters, so they can reach the entire interest group.
• Ensures the client’s measurement remains privacy-safe, while fueling more efficient campaign optimization and bidding.

How will the Chrome and Android Privacy Sandbox APIs be used by ad tech companies, including Google Ads product offerings?

• All Privacy Sandbox solutions will be integrated by advertisers and publishers.
• Privacy Sandbox APIs will be the only signals that ad tech companies use in their products.
• Privacy Sandbox solutions will be used by ad tech companies as standalone products.
• Privacy Sandbox signals will be integrated along with other signals.

Which of the following is an effective way to broaden your advertising strategy in a privacy-safe way?

• Advertising to users on Display and YouTube randomly searching for keywords
• Advertising to users similar to your current high-LTV customers
• Advertising to users who are in market for your competitors’ products
• Advertising to users created manually based on marketing strategy segmentation

What are two key benefits of machine learning in light of the changing privacy landscape?

• Help marketers to create 1:1 consumer insights profiles to increase consumer engagement
• Help marketers reach qualified audiences, even when some signals are limited
• Help marketers collect first-party data resources used for their marketing initiatives
• Help marketers understand performance when the path between ad interactions and conversions isn’t visible

If a client is looking to optimize for higher-value conversions, where should they start?

• By assigning equal values to every conversion that they see on their site
• By relying on Google’s machine learning to make predictions
• By setting a Max CPC limit on the strategy to ensure the cost of the campaign is under control
• By using readily available values, or even static or proxy values, such as average order value

Why would someone use Google Analytics for Firebase instead of Google Analytics 4, considering that the same SDK powers both experiences?

• Unlike Google Analytics 4, Google Analytics for Firebase is compliant with privacy regulations specific to app developers, making it a more useful platform in some cases.
• Marketers working with clients whose consumers are heavy users of Android devices might prefer using Google Analytics for Firebase.
• Even if the same SDK powers both experiences, analysts prefer to use Google Analytics for Firebase due to its reporting tools and better UI.
• App developers would use Google Analytics for Firebase because it’s app-focused and it streamlines the deep-linking process.

When an advertiser adds one of their users to the advertiser’s Customer Match list, what happens to the user data?

• The user’s data is made publicly available to all marketers.
• User data is added to additional Google products automatically.
• The user’s data is kept confidential and secure.
• User data is shared with multiple publishers and platforms.

Which of the following is a condition required for enhanced conversions usage?

• Use Google Display Ads or Display & Video 360 (DV360) as the main ads buying platform.
• Must use conversions from Google Analytics or offline conversions as your conversion source
• Must have email addresses and mobile numbers to match with Google logged-in data
• Google Ads Conversion tracking as your conversion source

Which three durable solutions can most clients implement today to enhance their marketing strategy?

• Consent Mode, enhanced conversions, and Google Firestack
• Enhanced conversions, Google Analytics 4, and Consent Mode
• Enhanced conversions, Universal Analytics, and Consent Mode
• Google Firestack, Universal Analytics, and Consent Mode

Why is optimized targeting a good fit for a cookieless world?

• Because it allows the use of third-party cookies without informing the users, while using machine learning algorithms that ensure user privacy.
• Because it relies on using first-party data, Google audiences, and machine learning instead of third-party data.
• Because it optimizes Display and Video campaigns to reach users who frequently accept to be tracked through cookies across sites.
• Because it was designed to be implemented with Google Analytics 4, which is also well equipped for privacy-safe marketing strategies.

Why can Smart Bidding continue to be effective after the deprecation of third-party cookies?

• Smart Bidding will remain durable because clients will rely on third-party media platforms for bidding.
• Smart Bidding will continue to be a durable solution given its reliance on the UID 2.0 solution.
• Smart Bidding will continue to be a durable solution given its reliance on first-party cookies.
• Smart Bidding will remain durable since it’s fueled by combining clients’ conversion data with Google’s machine learning.

Your client would like to improve their marketing strategy with privacy-centric solutions. Which two steps should they take to begin the process?

• Speak to Google’s privacy specialist to get customized recommendations for their business.
• Set aside a budget to explore privacy-centric solutions to ensure it becomes a priority.
• Craft strategies using the Build, Measure, Activate Framework and its privacy-centric solutions.
• Take a wait-and-see approach before they make any privacy-centric plans.

What’s an example of Customer Match driving personalized, high-performance campaigns?

• Reaching users who haven’t interacted with your website with personalized messaging to expand your audience size.
• Reaching users who haven’t shown interest in your products and don’t want to be targeted.
• Seeking out your most loyal customers and generating more sales by reaching these users with personalized offers.
• Reaching online and offline users with personalized offers by maximizing uploaded third-party data.

How does optimized targeting find new, high-performing audiences?

• It uses algorithms that collect data from the landing page of the client to find keywords that improve the quality score of the bid.
• It changes some of the campaign settings like geo and language to offer a wider targeting for the audience.
• It uses Customer Match audiences from other accounts in the same category of the client, leveraging that information to find new users.
• It builds off of existing targeting inputs, including the client’s first-party data, while being powered by privacy-forward machine learning models.

How does Smart Bidding drive performance in a privacy-safe way?

• It allows clients to reach new consumers using auto-generated Similar Audience lists that they can export to third-party exchanges.
• It uses a client’s account conversion data along with billions of signal combinations to set precise bids in each auction.
• It delivers maximum performance against a client’s goals by filling in any gaps in measurement with third-party cookies and pixels.
• It improves the reach of Display, Video, YouTube, and Gmail campaigns so clients can tap new audience lists across channels.

What’s an example of applying user privacy solutions as a positive business opportunity?

• By offering the ability to reject user data deletion requests, users are more likely to submit their information.
• By removing user controls, users have a more seamless experience navigating an advertiser’s website.
• By limiting the ability to view website offerings, users are more likely to provide their personal information.
• By offering a transparent and fair value exchange, users are more likely to share their information.

Your client sells furniture and is ready to optimize profit rather than revenue. How can Smart Bidding support your client?

• Smart Bidding can help clients attribute more observed conversions to their digital campaigns.
• Smart Bidding is available for Display, Video, YouTube, and Gmail, ensuring optimization across channels.
• Smart Bidding helps clients use business data instead of the transaction value to optimize for better returns.
• Smart Bidding can help eCommerce clients deliver the right creative, at the right time, to the right person.

A customer wants to try a new privacy-centric media strategy and is looking for a way to test effectiveness. Which test could you recommend?

• Use heavy-up treatment group to increase the budget of the new media strategy while the control group remains the same.
• Use Go-dark with the budget of the new media strategy treatment group while the control group remains the same.
• Use Holdback treatment group to test the new media strategy while the control group remains the same.
• Use 5% Treatment to test gradual budget increments in the new media strategy while the control group remains the same.

How do Google’s user privacy solutions help deliver value to advertisers?

• By instantly providing brands access to users’ personal data to drive incremental revenue
• By building user trust in brands, which influences users’ willingness to share their data and purchase from the brand
• By allowing brands to know which users consented to sharing their personal data with them
• By allowing brands to retarget individual users with personalized messages on a 1:1 level

What does the Chrome and Android Privacy Sandbox aim to achieve?

• The Privacy Sandbox proposes to limit cross-site and cross-app user tracking on Chrome and Android.
• The Privacy Sandbox proposes to re-create third-party cookie tracking methods.
• The Privacy Sandbox proposes to use anonymized PII to target and measure user activity.
• The Privacy Sandbox proposes to maintain the status quo, but with far more control to opt out.

Why does Google continuously invest in the security of its consumer-facing products?

• To increase loading speed of the products
• To protect personal information and build user trust in products
• To collect data more easily through products
• To charge a premium for the products

Which of the following is a reason that makes Google machine learning modeling different from other privacy-forward proposals?

• Google’s signed-in base of users allows their models to continue functioning independently of cookies and other identifiers.
• Google’s Display and Video campaigns use data from channels and placements of competitors to ensure the algorithms have enough information to perform well.
• Google’s machine learning can use third-party cookies as an input even though they’re deprecated when users accept the cookies of a certain site.
• Google’s machine learning data can be exported from the platforms and be used to gather insights for marketing teams.

What data controls does Google Analytics 4 offer advertisers?

• Enables businesses when notified to reject data removal requests from users.
• Helps businesses keep up with ever-evolving industry regulations.
• Allows advertisers to store individual IP addresses for advertising purposes.
• Helps businesses gather information about a user without proper user consent.

Which of the following explains a heavy-up geo-experiment strategy?

• The treatment group budget is increased while the budget of the control group remains the same.
• The treatment group budget remains the same while the budget of the control group is suppressed.
• The treatment group budget is suppressed while the budget of the control group remains the same.
• The treatment group budget remains the same while the budget of the control group is increased.

What’s one way that an eCommerce client can use Smart Bidding?

• The client should use business data such as profit margin to optimize to profit vs. revenue.
• The client should disregard any first-person data and let machine learning do the heavy lifting.
• The client should focus on lead-generating strategies to drive a maximum number of conversions.
• The client should start with manual bidding first, so Smart Bidding has more data to build on.

Your client isn’t convinced that third-party cookies will be deprecated. What should you say to convince your client otherwise?

• Third-party cookies will be staying; but to get ahead, clients should be innovative and look toward first-party data development.
• First-party data is equally as cost-efficient and simple to implement as cookie-based advertising.
• Chrome is committed to withdrawing support for third-party cookies, and most browsers already restrict and block them.
• Data has shown that third-party cookies are no longer effective in capturing real user data.

Your client is looking for a way to compensate for conversion data loss. What’s a short-term solution that can solve your customer’s attribution problem?

• Use the Google Analytics 4 Assisted Conversions Report to adjust weights of their attribution model.
• Use third-party identifiers to make up for any signal loss.
• Use Marketing Mix Modeling to gain more visibility into cross-channel investment.
• Use enhanced conversions to decrease observable data.

What’s the key benefit of implementing Consent Mode?

• It allows publishers to offer more audience segments based on users’ consent.
• It creates an automated integration between the advertiser’s website and Google Analytics 4.
• It provides the option to adjust how the Google tag behaves based on the user’s cookie consent choices.
• It makes it mandatory for users to accept third-party cookies tracking.

How do users benefit from the advertiser identity verification program?

• By being able to see who’s responsible for the ads they are shown.
• By being able to contact the advertiser directly.
• By being able to access advertiser reviews from the ad.
• By being able to give consent for data collection to the advertiser.

Which strategy is recommended to encourage as many site visitors as possible to share their email?

• Include an email collection pop-up feature to improve chances of email collection.
• Prioritize more discounts through email, which increases the lifetime value (LTV).
• Use a single sign-on (SSO) tool like Google or Facebook Connect, which can increase the email sharing rate by 20%-40%.
• Adjust the landing page strategy and always place the email-sharing at the checkout page only.

Your client isn’t sure how Consent Mode can benefit their business and asks for your advice. Which feature of Consent Mode should you tell your client about?

• It recovers conversion data at an individual user level.
• It recovers impression-to-conversion journeys lost through user consent.
• It adjusts the tags’ behavior based on users’ consent choices.
• It allows customization based on the regulatory needs of your country.

You’re working with a customer who wants to invest in a durable first-party data strategy. What should you tell them to do?

• Start capturing device IDs to mitigate any signal loss from third-party cookies.
• Change landing page strategy and move email sharing forward to get a higher percentage of emails.
• Offer high discounts in exchange for consumers’ emails to build up a first-party database.
• Increase investments in third-party data offerings to complement their current first-party datasets.

Since 2017, the ads ecosystem has seen an increased need for machine learning due to which of the following reasons?

• In recent years, data scientists began driving machine learning projects and efforts forward.
• Marketers began using machine learning to find patterns to predict behavior and to quickly optimize.
• Increasing user expectations, privacy regulation, and technology changes have impacted campaign measurability.
• Chrome announced its intent to phase out first- and third-party cookies as soon as an alternative is available.

Which Chrome and Android Privacy Sandbox API aims to measure campaign performance without third-party cookies?

• Topics
• Attribution Reporting
• First-Party Set
• Protected Audience

If you want to unite all non-keyword related Google advertising into one automated cross-product, which campaign type will you use?

• Smart Shopping Campaigns to drive eCommerce revenues at your target ROAS
• Performance Max Campaigns to combine the best-in-class automation technologies across bidding, targeting, creatives, and attribution to help you drive growth in conversions and value
• App Campaigns to drive consumers to download, take certain actions, or increase their usage of your app at your target cost per download/action or your target ROAS
• Video Action Campaigns to drive more conversions from YouTube

Your client has lots of repeat customers and would like your help reaching consumers who will drive the highest conversion revenue in the future. How would you recommend they achieve their goal using Smart Bidding?

• Recommend your client add smart creatives like RSA to campaigns and ad groups.
• Recommend your client use enhanced CPC, as these are the metrics of the future.
• Recommend your client double down on lead generation efforts to drive new purchasers.
• Recommend your client use historical purchase data and optimize toward lifetime value (LTV).

Why is Smart Bidding a durable, privacy-safe solution?

• It’s an analytics tool that uses dozens of signals from how users interact with your website. It also enables segmenting users into value segments more effectively than rules-based segmentation.
• It’s a subset of automated bid strategies that use machine learning to optimize for conversions or conversion value in each and every auction.
• It’s a creative practice that follows all the new best practices for improving ad creative, such as including setting rotation to optimize to conversion, adding all the relevant ad extensions.
• It’s an attribution model that values the downstream impact of generic keywords (automatically bids up generic keywords that drive a lot of brand conversions).

Your client is eager to kick off their privacy strategy. What’s one step your client can take today to get in front of ongoing privacy changes that are likely to affect the way data is collected?

• Activate their data through complex manual systems, such as network-based remarketing.
• Launch a program that tracks app-to-web behavior across all various OS devices.
• Mitigate data loss by measuring data accurately through enhanced conversions.
• Begin to develop robust third-party inventories with key ad network partners.

What’s an example of a key benefit of conversion modeling?

• Conversion modeling won’t need to adapt to address user behaviors since there’s a one-size-fits-all measurement approach.
• Using conversion modeling ensures that your clients’ measurement will no longer be required to remain privacy-safe.
• By using conversion modeling, campaigns and bidding strategies will be better optimized, leading to better campaign results.
• Conversion modeling allows advertisers to quantify the impact of marketing efforts when a subset of conversions can easily be tied to ad interactions.

Which key levers would you recommend to strengthen user trust?

• Security, usefulness, data collection, and cross-site identifiers
• Transparency, control, personalization, and data collection
• Control, usefulness, personalization, and cross-site identifiers
• Transparency, security, control, and usefulness

Which two Google tagging infrastructures help clients build durable first-party data?

• Google Firestack
• Consent Mode
• Site-wide tagging
• Engaged Conversions

While communicating about the Chrome and Android Privacy Sandbox, which of the two following statements would you use?

• Privacy Sandbox technologies are developed through an open and transparent process.
• Privacy Sandbox technologies are expected to evolve to continue to improve privacy and utility.
• Chrome is working with a closed group of stakeholders across the web ecosystem to build and test Privacy Sandbox.
• Privacy Sandbox technologies aim to strengthen current tracking mechanisms and allow covert tracking.

What should a marketer do when a subset of conversions can’t be tied to ad interactions?

• Don’t buy impressions on browsers or device types where their ability to measure is declining.
• Use conversion modeling to provide a more complete picture of their advertising performance.
• Make daily changes to the Smart Bidding campaigns so they’re not waiting long for the algorithm to learn and adjust.
• Turn to partners who may be able to fill the gaps via fingerprinting and alternative ID solutions.

What does the new data deletion feature offer businesses in Google Analytics 4?

• It allows businesses the ability to submit a request to delete individual user data and be completed within 2-3 business days.
• It offers the ability to delete negative reviews about their business within Google.
• It has the option to reject or approve the request from a user to delete their information from their database.
• It has the option to remove an individual user’s data or specific fields within a Google Analytics 4 property.

What’s a main benefit of linking Google Analytics and Google Ads?

• You can capture user information built on third-party cookies that would otherwise be inaccessible.
• You can download unified reports of Analytics and Ads data that can be integrated in the customer’s CRM.
• You can use the event data you capture for app install and conversion tracking.
• You can increase the profit margin of the customer by looking at Analytics’ recommended target ROAS for each campaign.

What’s a recommended way to build a privacy-safe, full-funnel marketing strategy?

• Create an efficient set of bottom-of-the-funnel tactics to maximize ROAS.
• Build a full-funnel strategy as recommended, then pare it down by removing the most inefficient tactics.
• Create a hypothesis strategy that will activate the tactics no matter which funnel you start from.
• Start with a few mid-funnel tactics that will lead users to the lower funnel.

The Chrome and Android Privacy Sandbox supports which two key advertising use cases?

• Tracking of users across websites and apps
• Interest-based advertising
• Seamless data-sharing with advertising brands
• Re-engaging audiences

A customer wants to test cookieless geo-experiments. What’s one of its benefits?

• It’s easy to implement and execute.
• It doesn’t rely on cross-site tracking for data.
• It requires user-level data for experimentation.
• It’s a good fit for most clients to get quick results.

What tool within Google Analytics 4 enables advertisers to model user journeys in the absence of observed data?

• Consent Mode
• Google Tag Manager
• Private mode
• Enhanced conversions

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