Google Display Advertising Exam Answers Guide

Why should campaigns with different marketing objectives be separated into different Performance Planner plans?

So that spend is not reallocated between two different marketing objectives
To avoid any potential keyword duplicates between different marketing objectives
So that seasonal trends can be better identified for each individual marketing objective
To prevent campaigns from becoming “Limited by Budget”

This practice allows you to receive detailed insights from Google Analytics with regards to how website behavior is impacted after applying Performance planner recommendations.
This practice allows you to monitor targets set in the Performance Planner and to receive alerts and recommendations when a campaign is not on track.
This practice allows you to ensure seasonality and budget reallocation are accounted for future periods so you can prevent your campaigns from becoming “Limited by Budget”.
This practice allows you to fully automate all aspects of account management to improve the likelihood of meeting performance targets.

User intent and likelihood to complete valuable actions for your business do not vary based on location, time, or device.
The appropriate bid can often be a static target that is challenging to reach.
If you do not bid efficiently, you could miss valuable conversions.
The customer journey has become more complex and therefore bids should be based on general user behavior.

Because bid automation is a standard capability in the market that allows a lesser degree of precision, based on the conversion opportunity of each auction
Because given the dynamic nature of Google’s auctions, the appropriate bid can often be a moving target that is challenging to reach at scale when using manual bidding
Because users intent and their likelihood to complete valuable actions for your business hardly vary based on location, time, or device
Because cross-referencing data with context to establish intent and set the appropriate bid is a more simple, direct task

Device targeting allows you to reach customers on any device: desktops, tablets, and smartphones.
Occupancy targeting allows advertisers to serve ads to households with a specific number of occupants.
Employment targeting allows you to serve your ads only to those people who work in a specified field.
Location targeting allows your ads to be served only in the specific geographic locations you choose.

Company targeting, which allows you to serve ads to the people who work for a specific company you choose.
Variable targeting, which allows ads to be served to a subset of users on specified dates for a set ad price.
Device targeting, which allows you to serve your ads to users on desktops, smartphones, and tablets.
Heritage targeting, which allows advertisers to serve ads only to users who have a specified family history.
Language targeting, which lets you reach people with your selected language as their browser’s language setting.

It enables advertisers to reach customers searching for specific search terms.
It uses best-in-class automation and bidding to reach millions of users at just the right moment.
It bundles the pillars of a campaign to reach millions of valuable audiences across the internet.
It offers advertisers the most control over the geographic locations where their ads will be seen.