DoubleClick Bid Manager Mobile Fundamentals Exam
The exam covers the basics of DoubleClick Bid Manager mobile, identifying the unique attributes of mobile, how to plan for mobile campaigns, and create them in Bid Manager, what to optimize, and more.
1.) How should an advertiser think of their mobile campaigns?
A) A part of their cross-platform buy, separate from desktop
B) A holistic part of the consumer’s cross-environment experience
C) As something to consider, but no necessarily launch today
D) As completely separate entities with their own objectives
Bid Manager mobile intro
2.) When is a consumer likely to come across an in-app interstitial ad?
A) Once they have reached the App Store page
B) When scrolling through their favorite mobile website
C) Between pages (e.g. levels in a game) in their app
D) Anytime they’re on their laptop using Chrome
Bid Manager mobile intro
3.) Why is Bid Manager a solid solution for targeting mobile inventory?
A) Campaigns can run Search ads alongside mobile ads
B) Advertisers can report on customer IDs, for building email lists
C) Advertisers gain access to mobile inventory and exchanges
D) Bid Manager supports Flash mobile ad serving
Bid Manager mobile intro
4.) What’s the first thing to evaluate before setting up a mobile campaign?
A) Require the advertiser to set a max CPM
B) Know the advertiser’s target mobile audience
C) Identify the number of users that convert on iOS v Android
D) Confirm that the advertiser is using third-party verification
Bid Manager mobile intro
5.) According to the introduction, why does an advertiser want to invest in programmatic mobile campaigns?
A) Mobile inventory supports more ad sizes
B) Mobile makes it easier to track using cookies
C) Mobile inventory guarantees a better CPM
D) Mobile inventory has recently exceeded desktop inventory supply
Bid Manager mobile intro
6.) Why is Bid Manager a solid solution for targeting mobile inventory?
A) Advertisers gain access to mobile inventory and exchanges
B) Advertisers can report on customer IDs, for building email lists
C) Bid Manager supports Flash mobile ad serving
D) Campaigns can run Search ads alongside mobile ads
Bid Manager mobile intro
7.) When is a consumer likely to come across an in-app interstitial ad?
A) Between pages (e.g. levels in a game) in their app
B) When scrolling through their favorite mobile website
C) Anytime they’re on their laptop using Chrome
D) Once they have reached the App Store page
01/Organize
8.) What is the difference between an optimized mobile site and a desktop site?
A) A mobile site requires Google Tag Manager pixels
B) A mobile site should be optimized for screensize
C) A mobile website is optimized for Flash
D) A mobile website requires a device ID
01/Organize
9.) What is the first step to launching a mobile campaign in Bid Manager?
A) Build a mobile app
B) Identify the advertiser’s mobile audience
C) Negotiate a cross-platform contract
D) Storyboard a dynamic creative
01/Organize
10.) According to 01/Organize, how can an advertiser ensure their mobile site is optimized?
A) Identify the consumers’ geolocation, cookie opt-in behavior, and revenue goals
B) Implement Floodlight tags and run a javascript test
C) Know how to track in-app activity, browsing behavior, and cost-per-action
D) Use Google tools to test speed and code effectiveness
01/Organize
11.) How might an advertiser (efficiently) find the amount of impressions for in-app inventory?
A) Review the latest report on mobile web and app usage
B) Generate a performance report, grouped by device
C) Sign into each exchange, and check their daily impressions rates by device
D) Generate an inventory availability report, grouped by environment
01/Plan and organize
12.) What are some benefits to running both a brand and direct response campaign, for an advertiser?
A) It’s recommended that advertisers spend a specific budget for mobile and cut their desktop spend
B) It’s recommended that advertisers increase their effectiveness by only running remarketing campaigns
C) Advertisers can attract new customers, and convert existing customers while allocating budget based on performance
D) Advertisers are encouraged to separate their spend between mobile and desktop
02/Design for mobile
13.) Which of the following is true of mobile creatives?
A) Specific mobile formats are required for new campaigns
B) There always should be a Flash backup image
C) Mobile creatives can serve across all environments
D) Mobile creatives require custom HTML5 tracking
02/Design for mobile
14.) What is an MRAID creative?
A) Any HTML5 creative in a video player
B) Any mobile video creative
C) An in-app static creative
D) An interactive mobile rich media ad
02/Design for mobile
15.) What is the recommended format for rich media ads on both desktop and mobile campaigns?
A) HTML5
B) Flash
C) Image with a JS wrapper
D) HTML
02/Design for mobile
16.) What is one similarity between desktop and mobile campaigns?
A) A similarity is that creative design is important
B) A similarity is that targeting viewability can help scale the campaign
C) A similarity is that offline conversions are trackable
D) A similarity is that each environment uses cookies to build user lists
02/Design for mobile
17.) What is an easy way to build a mobile creative?
A) Update your video creatives with new wrapper
B) Use a mobile device to copy and paste your existing ad
C) Include a backup image to your Flash creative
D) Use Bid Manager’s Flash to HTML converter feature
02/Design for mobile
18.) What is an easy way to build a mobile creative?
A) Use an HTML5 developer tool (e.g. Google Web Designer)
B) Repurpose an SDK from the app developer’s toolkit
C) Work with a Bid Manager specialist
D) Convert your image ads to HTML5
02/Design for mobile
19.) When should a video be set as “skippable”?
A) When the length is 15 seconds or greater
B) Any mid-roll video
C) When the length is 5 seconds or greater
D) Any pre-roll video
03/Execute on technology
20.) Which tool helps you set up an app promotion campaign?
A) App install line item wizard
B) Verification targeting
C) Active View targeting
D) The inventory availability widget
03/Execute on technology
21.) What are device IDs, and why are they valuable?
A) A make or model of device, used for device targeting
B) A unique, resettable identifier for mobile app tracking
C) Mobile web IDs that provide Lat/Long data
D) An ID used by exchanges for environment based bidding
03/Execute on technology
22.) What is one way to track in-app conversions?
A) Set up a new Floodlight tag (pixel) with a email ID macro
B) Use Google Tag Manager to communicate with the App
C) Set up a Floodlight tag (pixel) capturing cookie ID in the u variable
D) Enable device ID tracking in the app, and share the log file
03/Execute on technology
23.) Why would a specialist choose to remove viewability targeting from their mobile campaign?
A) The advertiser is generating too many impressions with strict viewability targeting
B) The advertiser has a lot of in-app inventory, and active view is not supported yet for in-app
C) The advertiser cannot generate active view metrics when targeting for viewability
D) The advertiser’s concerned with the increase in frequency of their ad views
03/Execute on technology
24.) Which report helps identify if a mobile line item performs well?
A) An inventory availability report grouped by environment
B) A cross-channel performance report, grouped by creative
C) An audience composition report, grouped by user list
D) A general report grouped by environment, and by line item
04/Reach
25.) What is an effective way to identify targeting supported for in-app inventory?
A) Generate an IAR, filter by in-app, and group by targeting dimensions
B) Generate an audience performance report grouped by targeting
C) Visit the ad exchange help center for targeting details for each app
D) Use a general table of creative formats and creative sizes
04/Reach
26.) What’s the typical behavior of online consumers today?
A) Users switch between screens to complete a task
B) Users spend more time in the morning on their device
C) Users make purchases after 24 hours
D) Users complete a task on a single device
04/Reach
27.) What is the recommended workflow for running an app install campaign?
A) Collect cookie IDs for user remarketing
B) Target mobile web inventory
C) Enable a cross-environment line item
D) Use the app-install line item type
04/Reach
28.) Which Bid Manager feature helps an advertiser reach customers based on their proximity to a brick-and-mortar store?
A) Chain store targeting
B) In-market segments
C) Carrier/ISP targeting
D) Brand safety targeting
04/Reach
29.) Which Bid Manager feature is not currently supported for in-app inventory?
A) Brand safety (digital content labels)
B) Category targeting
C) Chain store geo-targeting
D) Viewability targeting
05/Measure
30.) What’s measured by Active View for mobile web?
A) Video completion rates, and percentage of skipped ads
B) The type of interaction with the ad, e.g. click or hover
C) A ratio of how many times a consumer sees and ad, with their click-through rate
D) The percentage of creative viewed, and for how long it’s viewed
05/Measure
31.) What is one concern with the mobile web to mobile web post-view conversion?
A) Some mobile browsers don’t support impression based cookies by default, i.e., Safari
B) This data is only available in the cross-device conversion report
C) These can be over-counted due to device ID mapping with cookies
D) None. These always generate 1:1 conversions
05/Measure
32.) How does a cross-device conversion differ from a same-device conversion?
A) Cross-device conversions include additional interaction values form measuring time to purchase
B) Cross-device, unlike same-device, has unique targeting parameters based on geography
C) The cross-device conversion requires an ad interaction, either a click or play (for video ads)
D) The cross-device conversion can analyse activity across desktop and mobile web cookies and device IDs
05/Measure
33.) What should the analyst do if they see a drop in their Flash creative’s impressions?
A) Disable mobile ad targeting
B) Check if their Flash creatives have a call-to-action button
C) Confirm that the Flash creatives have an associated HTML5 creative
D) Contract an Account Manager
05/Measure
34.) In a cross-device report, why might total cross-environment conversion be larger than total conversions?
A) These extra conversions are detected across browsers and devices, and were not attributed in the total conversions
B) Cross-environment conversions should never exceed the total conversion, submit a ticket to support
C) The video metrics sometimes aggregate stops, pauses, and starts making the cross-environment totals higher
D) The total conversions should be larger than the total cross-environment conversions, since they include everything
05/Measure
35.) How might a Bid Manager user measure if the line item’s bid is too low?
A) Generate an Inventory Availability Report and compare uniques to frequency settings
B) Review the impression loss widget to determine how many impressions are lost due to bid.
C) Generate an audience composition report, filtered by the mobile homepage
D) Filter an audience performance report by device and group by line item
1.) How should an advertiser think of their mobile campaigns?
A) A part of their cross-platform buy, separate from desktop
B) A holistic part of the consumer’s cross-environment experience
C) As something to consider, but no necessarily launch today
D) As completely separate entities with their own objectives
Bid Manager mobile intro
2.) When is a consumer likely to come across an in-app interstitial ad?
A) Once they have reached the App Store page
B) When scrolling through their favorite mobile website
C) Between pages (e.g. levels in a game) in their app
D) Anytime they’re on their laptop using Chrome
Bid Manager mobile intro
3.) Why is Bid Manager a solid solution for targeting mobile inventory?
A) Campaigns can run Search ads alongside mobile ads
B) Advertisers can report on customer IDs, for building email lists
C) Advertisers gain access to mobile inventory and exchanges
D) Bid Manager supports Flash mobile ad serving
Bid Manager mobile intro
4.) What’s the first thing to evaluate before setting up a mobile campaign?
A) Require the advertiser to set a max CPM
B) Know the advertiser’s target mobile audience
C) Identify the number of users that convert on iOS v Android
D) Confirm that the advertiser is using third-party verification
Bid Manager mobile intro
5.) According to the introduction, why does an advertiser want to invest in programmatic mobile campaigns?
A) Mobile inventory supports more ad sizes
B) Mobile makes it easier to track using cookies
C) Mobile inventory guarantees a better CPM
D) Mobile inventory has recently exceeded desktop inventory supply
Bid Manager mobile intro
6.) Why is Bid Manager a solid solution for targeting mobile inventory?
A) Advertisers gain access to mobile inventory and exchanges
B) Advertisers can report on customer IDs, for building email lists
C) Bid Manager supports Flash mobile ad serving
D) Campaigns can run Search ads alongside mobile ads
Bid Manager mobile intro
7.) When is a consumer likely to come across an in-app interstitial ad?
A) Between pages (e.g. levels in a game) in their app
B) When scrolling through their favorite mobile website
C) Anytime they’re on their laptop using Chrome
D) Once they have reached the App Store page
01/Organize
8.) What is the difference between an optimized mobile site and a desktop site?
A) A mobile site requires Google Tag Manager pixels
B) A mobile site should be optimized for screensize
C) A mobile website is optimized for Flash
D) A mobile website requires a device ID
01/Organize
9.) What is the first step to launching a mobile campaign in Bid Manager?
A) Build a mobile app
B) Identify the advertiser’s mobile audience
C) Negotiate a cross-platform contract
D) Storyboard a dynamic creative
01/Organize
10.) According to 01/Organize, how can an advertiser ensure their mobile site is optimized?
A) Identify the consumers’ geolocation, cookie opt-in behavior, and revenue goals
B) Implement Floodlight tags and run a javascript test
C) Know how to track in-app activity, browsing behavior, and cost-per-action
D) Use Google tools to test speed and code effectiveness
01/Organize
11.) How might an advertiser (efficiently) find the amount of impressions for in-app inventory?
A) Review the latest report on mobile web and app usage
B) Generate a performance report, grouped by device
C) Sign into each exchange, and check their daily impressions rates by device
D) Generate an inventory availability report, grouped by environment
01/Plan and organize
12.) What are some benefits to running both a brand and direct response campaign, for an advertiser?
A) It’s recommended that advertisers spend a specific budget for mobile and cut their desktop spend
B) It’s recommended that advertisers increase their effectiveness by only running remarketing campaigns
C) Advertisers can attract new customers, and convert existing customers while allocating budget based on performance
D) Advertisers are encouraged to separate their spend between mobile and desktop
02/Design for mobile
13.) Which of the following is true of mobile creatives?
A) Specific mobile formats are required for new campaigns
B) There always should be a Flash backup image
C) Mobile creatives can serve across all environments
D) Mobile creatives require custom HTML5 tracking
02/Design for mobile
14.) What is an MRAID creative?
A) Any HTML5 creative in a video player
B) Any mobile video creative
C) An in-app static creative
D) An interactive mobile rich media ad
02/Design for mobile
15.) What is the recommended format for rich media ads on both desktop and mobile campaigns?
A) HTML5
B) Flash
C) Image with a JS wrapper
D) HTML
02/Design for mobile
16.) What is one similarity between desktop and mobile campaigns?
A) A similarity is that creative design is important
B) A similarity is that targeting viewability can help scale the campaign
C) A similarity is that offline conversions are trackable
D) A similarity is that each environment uses cookies to build user lists
02/Design for mobile
17.) What is an easy way to build a mobile creative?
A) Update your video creatives with new wrapper
B) Use a mobile device to copy and paste your existing ad
C) Include a backup image to your Flash creative
D) Use Bid Manager’s Flash to HTML converter feature
02/Design for mobile
18.) What is an easy way to build a mobile creative?
A) Use an HTML5 developer tool (e.g. Google Web Designer)
B) Repurpose an SDK from the app developer’s toolkit
C) Work with a Bid Manager specialist
D) Convert your image ads to HTML5
02/Design for mobile
19.) When should a video be set as “skippable”?
A) When the length is 15 seconds or greater
B) Any mid-roll video
C) When the length is 5 seconds or greater
D) Any pre-roll video
03/Execute on technology
20.) Which tool helps you set up an app promotion campaign?
A) App install line item wizard
B) Verification targeting
C) Active View targeting
D) The inventory availability widget
03/Execute on technology
21.) What are device IDs, and why are they valuable?
A) A make or model of device, used for device targeting
B) A unique, resettable identifier for mobile app tracking
C) Mobile web IDs that provide Lat/Long data
D) An ID used by exchanges for environment based bidding
03/Execute on technology
22.) What is one way to track in-app conversions?
A) Set up a new Floodlight tag (pixel) with a email ID macro
B) Use Google Tag Manager to communicate with the App
C) Set up a Floodlight tag (pixel) capturing cookie ID in the u variable
D) Enable device ID tracking in the app, and share the log file
03/Execute on technology
23.) Why would a specialist choose to remove viewability targeting from their mobile campaign?
A) The advertiser is generating too many impressions with strict viewability targeting
B) The advertiser has a lot of in-app inventory, and active view is not supported yet for in-app
C) The advertiser cannot generate active view metrics when targeting for viewability
D) The advertiser’s concerned with the increase in frequency of their ad views
03/Execute on technology
24.) Which report helps identify if a mobile line item performs well?
A) An inventory availability report grouped by environment
B) A cross-channel performance report, grouped by creative
C) An audience composition report, grouped by user list
D) A general report grouped by environment, and by line item
04/Reach
25.) What is an effective way to identify targeting supported for in-app inventory?
A) Generate an IAR, filter by in-app, and group by targeting dimensions
B) Generate an audience performance report grouped by targeting
C) Visit the ad exchange help center for targeting details for each app
D) Use a general table of creative formats and creative sizes
04/Reach
26.) What’s the typical behavior of online consumers today?
A) Users switch between screens to complete a task
B) Users spend more time in the morning on their device
C) Users make purchases after 24 hours
D) Users complete a task on a single device
04/Reach
27.) What is the recommended workflow for running an app install campaign?
A) Collect cookie IDs for user remarketing
B) Target mobile web inventory
C) Enable a cross-environment line item
D) Use the app-install line item type
04/Reach
28.) Which Bid Manager feature helps an advertiser reach customers based on their proximity to a brick-and-mortar store?
A) Chain store targeting
B) In-market segments
C) Carrier/ISP targeting
D) Brand safety targeting
04/Reach
29.) Which Bid Manager feature is not currently supported for in-app inventory?
A) Brand safety (digital content labels)
B) Category targeting
C) Chain store geo-targeting
D) Viewability targeting
05/Measure
30.) What’s measured by Active View for mobile web?
A) Video completion rates, and percentage of skipped ads
B) The type of interaction with the ad, e.g. click or hover
C) A ratio of how many times a consumer sees and ad, with their click-through rate
D) The percentage of creative viewed, and for how long it’s viewed
05/Measure
31.) What is one concern with the mobile web to mobile web post-view conversion?
A) Some mobile browsers don’t support impression based cookies by default, i.e., Safari
B) This data is only available in the cross-device conversion report
C) These can be over-counted due to device ID mapping with cookies
D) None. These always generate 1:1 conversions
05/Measure
32.) How does a cross-device conversion differ from a same-device conversion?
A) Cross-device conversions include additional interaction values form measuring time to purchase
B) Cross-device, unlike same-device, has unique targeting parameters based on geography
C) The cross-device conversion requires an ad interaction, either a click or play (for video ads)
D) The cross-device conversion can analyse activity across desktop and mobile web cookies and device IDs
05/Measure
33.) What should the analyst do if they see a drop in their Flash creative’s impressions?
A) Disable mobile ad targeting
B) Check if their Flash creatives have a call-to-action button
C) Confirm that the Flash creatives have an associated HTML5 creative
D) Contract an Account Manager
05/Measure
34.) In a cross-device report, why might total cross-environment conversion be larger than total conversions?
A) These extra conversions are detected across browsers and devices, and were not attributed in the total conversions
B) Cross-environment conversions should never exceed the total conversion, submit a ticket to support
C) The video metrics sometimes aggregate stops, pauses, and starts making the cross-environment totals higher
D) The total conversions should be larger than the total cross-environment conversions, since they include everything
05/Measure
35.) How might a Bid Manager user measure if the line item’s bid is too low?
A) Generate an Inventory Availability Report and compare uniques to frequency settings
B) Review the impression loss widget to determine how many impressions are lost due to bid.
C) Generate an audience composition report, filtered by the mobile homepage
D) Filter an audience performance report by device and group by line item
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