Training

Digital Advertising Platforms:Comprehensive Test

This test is designed to assess your understanding of the key concepts, metrics, and strategies for the major digital advertising platforms. Please answer each question to the best of your ability.

Google Ads

1. Define the following metrics and explain their significance in a Google Ads campaign:

• CPC (Cost Per Click)

• CPA (Cost Per Acquisition)

• ROAS (Return on Ad Spend)

2. Explain the three main components of Quality Score and why it is important for a successful Google Ads campaign.

3. You are tasked with creating a Google Ads campaign for a new e-commerce store that sells handmade leather goods. Your primary goal is to drive sales. Which campaign type and bidding strategy would you choose, and why?

4. A campaign has a total cost of $1,000 and has generated 50 conversions with a total conversion value of $5,000. Calculate the CPA and ROAS for this campaign.

5. Describe the difference between Search Impression Share and Lost Impression Share Rank. What steps could you take to improve your Lost IS Rank?

Meta Ads (Facebook & Instagram)

1. Define the following metrics and explain their importance in a Meta Ads campaign:

• CPM (Cost Per Mille)

• CTR (Click-Through Rate)

• Frequency

2. You are running a Meta Ads campaign with the objective of generating leads for a real estate agency. Which campaign objective and ad format would you choose, and why?

3. Explain the difference between a spend-based bidding strategy and a goal-based bidding strategy in Meta Ads. Provide an example of when you would use each.

4. Your Meta Ads campaign has a high CTR but a low CVR. What are some potential reasons for this, and what steps would you take to improve the CVR?

5. Describe the different ad placements available in Meta Ads and explain how you would choose the most effective placements for your campaign.

LinkedIn Ads

1. Define the following metrics and explain their significance in a LinkedIn Ads campaign:

• Average CPC (Cost Per Click)

• Cost per Lead

• Engagement Rate

2. You are a B2B software company that wants to target marketing managers in the technology industry. What targeting options would you use in LinkedIn Ads to reach this audience?

3. Explain the difference between Sponsored Content and Sponsored Messaging in LinkedIn Ads. When would you choose to use one over the other?

4. Your LinkedIn Ads campaign is not generating enough leads. What are some potential reasons for this, and what steps would you take to improve your lead generation performance?

5. Describe the purpose of Lead Gen Forms in LinkedIn Ads and how they can be used to streamline the lead generation process.

TikTok Ads

1. Define the following metrics and explain their importance in a TikTok Ads campaign:

• CPM (Cost Per Mille)

•Second Focused Views

• CVR (Conversion Rate)

2. You are a fashion brand that wants to launch a new line of clothing for Gen Z. Which campaign objective and ad format would you choose on TikTok, and why?

3. Explain the difference between the Cost Cap and Lowest Cost bidding strategies in TikTok Ads. When would you choose to use one over the other?

4. Your TikTok ad creative is not performing well. What are some best practices for creating engaging and effective ad creative for the TikTok platform?

5. Describe the importance of sound and music in TikTok ads and how you can leverage them to create a more impactful campaign.

YouTube Ads

1. Define the following metrics and explain their significance in a YouTube Ads campaign:

• CPV (Cost Per View)

• VTR (View-Through Rate)

• Earned Actions

2. You are a travel agency that wants to promote a new vacation package. Which YouTube ad format would you choose to showcase the destination and inspire viewers to book a trip?

3. Explain the difference between TrueView in-stream ads and TrueView discovery ads. When would you choose to use one over the other?

4. Your YouTube ad has a high number of views but a low number of conversions. What are some potential reasons for this, and what steps would you take to improve your conversion rate?

5. Describe the role of a call-to-action (CTA) in a YouTube ad and provide some examples of effective CTAs for different campaign objectives.