What’s a good frequency when your goal is to start raising awareness with new people?What’s a good frequency when your goal is to start raising awareness with new people?

  • Three per day — build awareness, but don’t waste budget on unneeded reintroductions.
  • Ten per day — spend some extra so they remember you.
  • One per day — you’re just trying to meet new people.
  • Unlimited — make sure they remember your brand.

What can you do to optimize in the final week of your campaign’s flight?What can you do to optimize in the final week of your campaign’s flight?

  • Delete any line items that don’t meet your cost-per-action (CPA) goal.
  • Decrease all of your bids to ensure the best cost per thousand impressions (CPM).
  • Let auto-optimization handle the last week of the flight.
  • Make sure that the budget is spent in full on the highest-performing insertion orders.

What’s an important consideration when excluding keywords of categories that you deem unsafe for your brand?What’s an important consideration when excluding keywords of categories that you deem unsafe for your brand?

  • It can be expensive to implement and maintain.
  • This can expand your reach to sites you do not intend.
  • Doing so can significantly reduce the inventory your ads can appear with.
  • Categories change so frequently that they have an unpredictable effect on reach.

Which can be one of the most effective strategies for driving action?Which can be one of the most effective strategies for driving action?

  • Using recency targeting with first-party audience lists
  • Setting the cost per action (CPA) goal 50 percent lower than your target CPA
  • Including the “Thank you” page in your first-party audience targeting
  • Always targeting a filtered URL and app list based on where users have converted in the past

What is a way to improve your targeting when your goal is influencing consideration?What is a way to improve your targeting when your goal is influencing consideration?

  • Bid up on the highest-performing audience lists.
  • Increase targeting until the audience is under 1,000 users.
  • Bid up on the audiences with the highest impressions.
  • Bid up on the sites with the highest cost per thousand impressions (CPMs) and the lowest number of clicks (because they’re guaranteed to be premium inventory).

Why is defining a primary goal the first step of optimizing your online advertising campaign?Why is defining a primary goal the first step of optimizing your online advertising campaign?

  • It’s the first field you fill out when starting a new campaign in Bid Manager.
  • It tells you how to configure your campaign to be effective until you have performance data to guide you.
  • Campaign budget is based on goal, from lowest when creating loyalty to highest for awareness raising campaigns.
  • Bid Manager’s optimization wizard uses it to configure the campaign to drive your goal.

How can the pacing metrics help you to optimize remarketing line items?How can the pacing metrics help you to optimize remarketing line items?

  • By showing you what inventory more spend might have acquired
  • By showing you specifically what pacing should be set at in the next flight
  • By helping you ensure your bids and budgets are not limiting impressions won
  • By helping you ensure the frequency settings do not cause impression loss