GOOGLE ADS - MEASUREMENT
CERTIFICATION. EXAM 2025
QUESTIONS AND ANSWERS
How to craft a great objective - ANS make sure that it's measurable and includes a clear
timeframe. Once you've established your business goal — a broad, top-level goal for your
company - you will:
1. Identify your financial and strategic business objectives.
2. Translate your financial and strategic business objectives into marketing objectives.
3. Translate your marketing objectives into advertising-campaign objectives.
Financial objective - ANS A financial objective focuses on increasing revenue, profit margin,
or volume (for example, units sold). Often, larger companies will create a subgoal for each of
their lines of business.
Strategic objective - ANS Strategic objectives outline how you'll achieve your financial
objectives.
Marketing objective - ANS Marketing objectives support the business objective. Some
smaller companies may not have the scale to warrant this level of specificity.
Advertising campaign objective - ANS This refers to the goals for each channel that are
necessary for meeting your marketing objectives (for example, the goal of a YouTube
campaign).
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,Campaign metrics: These are the individual metrics you use to measure the success of your
media objectives.
Business purpose statement - ANS Begin by writing down the basics:
1. Name of your business
2. Your product or service
3. Your consumers
4. Result or benefit you provide to your consumer
What are your short-term and long-term goals that best suit your company? How would you
answer these questions?
How does your company make money?
Where will growth likely come from?
Which competitors are doing well in the market and why?
Where do you want your business to be five years from now?
Two ways to increase your profits - ANS lower costs or increase revenue.
Profit and revenue - ANS Increase profits
1. Increase financial gain; the difference between the amount earned and the amount spent in
buying, operating, or producing something
2. Lower your costs or increase your revenue
Increase revenue
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, 1. Increase the amount the company earns (its incoming money)
2. Either increase your price or increase your volume
Volume and demand - ANS Increase volume
Increase units sold, capacity, leads, or something relevant to your business
Increase demand
Increase consumers' readiness to pay a price for a product
Price - ANS Lower price
Lower the amount paid by the consumer to purchase products
Increase price
Increase the amount paid by the consumer to purchase products
Business strategies - ANS Margin, revenue, and volume represent the ways most businesses
think about their financials (although reducing costs is also very important). Which one works
best for you?
Improve margin or profit: This is great for companies looking to reduce costs and increase
revenue. There's usually a trade-off, though. For example, some investments to reduce costs
may not pay out for a few years, making the company less money in the short term, even
though it'll be very profitable in the long term. Typically, established companies or those with
smaller profit margins, like retail companies, prioritize this.
3 Copyright ©2025 THESTAR ALL RIGHTS RESERVED
CERTIFICATION. EXAM 2025
QUESTIONS AND ANSWERS
How to craft a great objective - ANS make sure that it's measurable and includes a clear
timeframe. Once you've established your business goal — a broad, top-level goal for your
company - you will:
1. Identify your financial and strategic business objectives.
2. Translate your financial and strategic business objectives into marketing objectives.
3. Translate your marketing objectives into advertising-campaign objectives.
Financial objective - ANS A financial objective focuses on increasing revenue, profit margin,
or volume (for example, units sold). Often, larger companies will create a subgoal for each of
their lines of business.
Strategic objective - ANS Strategic objectives outline how you'll achieve your financial
objectives.
Marketing objective - ANS Marketing objectives support the business objective. Some
smaller companies may not have the scale to warrant this level of specificity.
Advertising campaign objective - ANS This refers to the goals for each channel that are
necessary for meeting your marketing objectives (for example, the goal of a YouTube
campaign).
1 Copyright ©2025 THESTAR ALL RIGHTS RESERVED
,Campaign metrics: These are the individual metrics you use to measure the success of your
media objectives.
Business purpose statement - ANS Begin by writing down the basics:
1. Name of your business
2. Your product or service
3. Your consumers
4. Result or benefit you provide to your consumer
What are your short-term and long-term goals that best suit your company? How would you
answer these questions?
How does your company make money?
Where will growth likely come from?
Which competitors are doing well in the market and why?
Where do you want your business to be five years from now?
Two ways to increase your profits - ANS lower costs or increase revenue.
Profit and revenue - ANS Increase profits
1. Increase financial gain; the difference between the amount earned and the amount spent in
buying, operating, or producing something
2. Lower your costs or increase your revenue
Increase revenue
2 Copyright ©2025 THESTAR ALL RIGHTS RESERVED
, 1. Increase the amount the company earns (its incoming money)
2. Either increase your price or increase your volume
Volume and demand - ANS Increase volume
Increase units sold, capacity, leads, or something relevant to your business
Increase demand
Increase consumers' readiness to pay a price for a product
Price - ANS Lower price
Lower the amount paid by the consumer to purchase products
Increase price
Increase the amount paid by the consumer to purchase products
Business strategies - ANS Margin, revenue, and volume represent the ways most businesses
think about their financials (although reducing costs is also very important). Which one works
best for you?
Improve margin or profit: This is great for companies looking to reduce costs and increase
revenue. There's usually a trade-off, though. For example, some investments to reduce costs
may not pay out for a few years, making the company less money in the short term, even
though it'll be very profitable in the long term. Typically, established companies or those with
smaller profit margins, like retail companies, prioritize this.
3 Copyright ©2025 THESTAR ALL RIGHTS RESERVED
