Google Ads Measurement Certification
Exam with Correct Answers
What is Google's 4-step customer journey? ✔️✔️1. See - Make sure people see that your
business, product, or service exists.
2. Think - Lead people to think about or show interest in your brand.
3. Do - Get people to do something, like make a purchase.
4. Care - Make people care enough to purchase more or advocate for your business.
Who should you address for each 4-step customer journey? ✔️✔️1. See - Address all the
people who match the desired customer profile based on their age, gender, interests, and
behaviors.
2. Think - Address all the people who match the desired customer profile and have shown some
interest in the advertised product or category.
3. Do - Address all the people who have shown a strong interest in the advertised brand or
product.
,4. Care - Address current customers.
What questions should you ask at each stage of the Awareness, Consideration, Purchase and
Advocacy stages of the customer journey? ✔️✔️1. Awareness - How would you describe your
company to someone who's never heard of it?
2. Consideration - How would you describe your product (or service) to someone who's heard of
your company but is unclear about what you could do for them?
3. Purchase - Why would someone choose your product (or service) over a competitor's? What's
so special about it?
4. Loyalty - How can you deepen your relationship with your customers or enable them to
advocate on your behalf?
When it comes to setting objectives throughout the customer journey, what's the best practice?
✔️✔️It's a best practice to choose one objective for each stage of the customer journey.
Why is it important to only have one objective throughout each stage of the customer journey?
✔️✔️Each stage aims for a specific expected outcome. Also, choosing a single objective
provides clarity in determining whether a campaign succeeded or failed.
,If there are two objectives and one of them showed a strong result and the other one did not,
there may be confusion in judging the overall performance of your advertising.
What types of metrics would you have at the Awareness stage? ✔️✔️- brand awareness
- brand recall
- top of mind
What types of metrics would you have at the Consideration stage? ✔️✔️- brand favorability
- brand preference
- brand association
- brand liking
- purchase intent
What types of metrics would you have at the Purchase stage? ✔️✔️- new customers
- transactions
- average order size
- return on investment
- return on ad spend
- cost of sales
- cost per action
What types of metrics would you have at the Loyalty stage? ✔️✔️- repurchase
- upsells
, - customer referrals
What is a proxy KPI and when do you use it? ✔️✔️It's a metric that is most closely linked to
your desired objective or has a proven impact on your objective.
This is used when there is an ideal objective that is not measurable. This could be because of
limitations of the quantity of data available, tracking, or analytics tools.
In such cases, the recommended action is to look within available metrics and identify the metric
that is most closely linked to your desired objective or has a proven impact on your objective.
For e.g. if it isn't possible to measure a campaign's impact on brand consideration, you might
choose as your proxy the increase in searches for the brand name.
How do you set a realistic performance target? ✔️✔️One way is to look at your past
performance. In the absence of your own benchmarks, it may be possible to look up industry
benchmarks. However, benchmarks are not always available.
Most media platforms are able to share benchmarks for their media metrics. This should give you
insight into what other brands in the same industry and market are experiencing. If your media
platform doesn't have benchmarks, try searching online for them.
What are the 5 types of online/ digital media channels? ✔️✔️1. Search engines
Exam with Correct Answers
What is Google's 4-step customer journey? ✔️✔️1. See - Make sure people see that your
business, product, or service exists.
2. Think - Lead people to think about or show interest in your brand.
3. Do - Get people to do something, like make a purchase.
4. Care - Make people care enough to purchase more or advocate for your business.
Who should you address for each 4-step customer journey? ✔️✔️1. See - Address all the
people who match the desired customer profile based on their age, gender, interests, and
behaviors.
2. Think - Address all the people who match the desired customer profile and have shown some
interest in the advertised product or category.
3. Do - Address all the people who have shown a strong interest in the advertised brand or
product.
,4. Care - Address current customers.
What questions should you ask at each stage of the Awareness, Consideration, Purchase and
Advocacy stages of the customer journey? ✔️✔️1. Awareness - How would you describe your
company to someone who's never heard of it?
2. Consideration - How would you describe your product (or service) to someone who's heard of
your company but is unclear about what you could do for them?
3. Purchase - Why would someone choose your product (or service) over a competitor's? What's
so special about it?
4. Loyalty - How can you deepen your relationship with your customers or enable them to
advocate on your behalf?
When it comes to setting objectives throughout the customer journey, what's the best practice?
✔️✔️It's a best practice to choose one objective for each stage of the customer journey.
Why is it important to only have one objective throughout each stage of the customer journey?
✔️✔️Each stage aims for a specific expected outcome. Also, choosing a single objective
provides clarity in determining whether a campaign succeeded or failed.
,If there are two objectives and one of them showed a strong result and the other one did not,
there may be confusion in judging the overall performance of your advertising.
What types of metrics would you have at the Awareness stage? ✔️✔️- brand awareness
- brand recall
- top of mind
What types of metrics would you have at the Consideration stage? ✔️✔️- brand favorability
- brand preference
- brand association
- brand liking
- purchase intent
What types of metrics would you have at the Purchase stage? ✔️✔️- new customers
- transactions
- average order size
- return on investment
- return on ad spend
- cost of sales
- cost per action
What types of metrics would you have at the Loyalty stage? ✔️✔️- repurchase
- upsells
, - customer referrals
What is a proxy KPI and when do you use it? ✔️✔️It's a metric that is most closely linked to
your desired objective or has a proven impact on your objective.
This is used when there is an ideal objective that is not measurable. This could be because of
limitations of the quantity of data available, tracking, or analytics tools.
In such cases, the recommended action is to look within available metrics and identify the metric
that is most closely linked to your desired objective or has a proven impact on your objective.
For e.g. if it isn't possible to measure a campaign's impact on brand consideration, you might
choose as your proxy the increase in searches for the brand name.
How do you set a realistic performance target? ✔️✔️One way is to look at your past
performance. In the absence of your own benchmarks, it may be possible to look up industry
benchmarks. However, benchmarks are not always available.
Most media platforms are able to share benchmarks for their media metrics. This should give you
insight into what other brands in the same industry and market are experiencing. If your media
platform doesn't have benchmarks, try searching online for them.
What are the 5 types of online/ digital media channels? ✔️✔️1. Search engines
