Google Ads - Measurement
Certification Exam Questions and
Answers 100% Pass
How to craft a great objective - ✔✔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 - ✔✔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 - ✔✔Strategic objectives outline how you'll achieve your financial
objectives.
EMILY CHARLENE © 2025, ALL RIGHTS RESERVED 1
,Marketing objective - ✔✔Marketing objectives support the business objective. Some
smaller companies may not have the scale to warrant this level of specificity.
Advertising campaign objective - ✔✔This refers to the goals for each channel that are
necessary for meeting your marketing objectives (for example, the goal of a YouTube
campaign).
Campaign metrics: These are the individual metrics you use to measure the success of
your media objectives.
Business purpose statement - ✔✔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?
EMILY CHARLENE © 2025, ALL RIGHTS RESERVED 2
,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 - ✔✔lower costs or increase revenue.
Profit and revenue - ✔✔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
1. Increase the amount the company earns (its incoming money)
2. Either increase your price or increase your volume
Volume and demand - ✔✔Increase volume
EMILY CHARLENE © 2025, ALL RIGHTS RESERVED 3
, Increase units sold, capacity, leads, or something relevant to your business
Increase demand
Increase consumers' readiness to pay a price for a product
Price - ✔✔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 - ✔✔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
EMILY CHARLENE © 2025, ALL RIGHTS RESERVED 4
Certification Exam Questions and
Answers 100% Pass
How to craft a great objective - ✔✔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 - ✔✔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 - ✔✔Strategic objectives outline how you'll achieve your financial
objectives.
EMILY CHARLENE © 2025, ALL RIGHTS RESERVED 1
,Marketing objective - ✔✔Marketing objectives support the business objective. Some
smaller companies may not have the scale to warrant this level of specificity.
Advertising campaign objective - ✔✔This refers to the goals for each channel that are
necessary for meeting your marketing objectives (for example, the goal of a YouTube
campaign).
Campaign metrics: These are the individual metrics you use to measure the success of
your media objectives.
Business purpose statement - ✔✔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?
EMILY CHARLENE © 2025, ALL RIGHTS RESERVED 2
,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 - ✔✔lower costs or increase revenue.
Profit and revenue - ✔✔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
1. Increase the amount the company earns (its incoming money)
2. Either increase your price or increase your volume
Volume and demand - ✔✔Increase volume
EMILY CHARLENE © 2025, ALL RIGHTS RESERVED 3
, Increase units sold, capacity, leads, or something relevant to your business
Increase demand
Increase consumers' readiness to pay a price for a product
Price - ✔✔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 - ✔✔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
EMILY CHARLENE © 2025, ALL RIGHTS RESERVED 4
