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DMI PRO AMA - Certified Digital Marketing Professional > DM Notes Module 6 - YouTube & Display Advertising > Flashcards

DM Notes Module 6 - YouTube & Display Advertising Flashcards

1
Q

What is the meaning of vCPM?

A

vCPM stands for viewable cost per thousand.

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2
Q

What is the limit set in viewable CPM?

A

The limit set in viewable CPM determines how much we’re willing to pay for every 1,000 impressions.

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3
Q

What are the two main buying mechanisms available for advertisers on YouTube?

A

The two main buying mechanisms available for advertisers on YouTube are premium buys and auction buys.

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4
Q

What are premium buys on YouTube?

A

Premium buys are mastheads that run on the top of the YouTube homepage for 24 hours or reserved buys that deliver a certain volume of video impressions against a broadly targeted audience segment.

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5
Q

What are auction buys on YouTube?

A

Auction buys, also known as TrueView, are when the advertiser pays only when the user chooses to engage with the ad.

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6
Q

How is the price determined for TrueView ads on YouTube?

A

The price for TrueView ads is set based on full ad views or clicks through to the website. Advertisers only pay for views when the user watches the ad in full or clicks through, and pay a fraction for partial views.

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7
Q

At which stage of the buyer’s journey can display and video campaigns have a greater impact?

A

Display and video campaigns can have a greater impact at the beginning of the buyer’s journey when they create awareness and interest in the product.

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8
Q

What should the video and display campaign objectives reflect?

A

The video and display campaign objectives should reflect upper-funnel activity, such as building brand awareness, influencing consideration, or driving an action.

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9
Q

What are the key objectives for building brand awareness in video and display campaigns?

A

The key objectives for building brand awareness include serving ad impressions, customer engagement, reach, and frequency.

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10
Q

What are the key objectives for influencing consideration in video and display campaigns?

A

The key objectives for influencing consideration include targeting a specific audience and educating them about the product’s unique selling points.

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11
Q

What are the key objectives for driving action in video and display campaigns?

A

The key objectives for driving action include specific targeting, conversion tracking, and remarketing to encourage actions like purchasing a product or filling out a contact form.

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12
Q

What are the two types of YouTube channels available?

A

The two types of YouTube channels available are personal and brand channels.

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13
Q

How are personal YouTube channels populated?

A

Personal YouTube channels are populated with personal details and generally have one administrator.

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14
Q

How are brand YouTube channels managed?

A

Brand YouTube channels are run and managed by advertisers or companies with multiple users. They do not contain personal details.

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15
Q

What should be done to keep a YouTube channel regularly updated?

A

To keep a YouTube channel regularly updated, it’s important to upload videos, house content online, and reflect the business similar to a website would.

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16
Q

How can a personal YouTube channel be created?

A

To create a personal YouTube channel, go to youtube.com, sign up, and confirm the details to create your own channel.

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17
Q

What should be used to set realistic deliverables?

A

Historical performance

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18
Q

Why should you never rush writing a creative brief?

A

To ensure it is well-crafted

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19
Q

How can you inspire creativity in a creative brief?

A

By adding audience, brand, or product insights

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20
Q

What are the key components to include in a creative brief?

A

Image sizes, messaging, logos, and other requirements

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21
Q

What are the basic settings to apply at the campaign level?

A

Geographic targeting, language targeting, and device targeting

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22
Q

When should you create multiple campaigns?

A

To test different campaign settings

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23
Q

What are the steps to create a display campaign?

A
  1. Go to Campaign level. 2. Click + button, select New campaign. 3. Select a goal. 4. Choose Display. 5. Choose Standard display campaign. 6. Set campaign settings. 7. Create ad group. 8. Create ads or choose to do this later. 9. Save and continue.
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24
Q

What are the important points to consider when creating a responsive ad?

A

Clear and concise messaging, appearance across all formats, and inclusion of a call to action (CTA)

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25
Q

How can you create image ads for the Google Display Network?

A

Select Display campaigns, select Ads and extensions, select + button, select Upload display ads, upload the ad, and save

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26
Q

What should you consider when manually creating ads for different size formats?

A

Upload the correct size dimension and be aware that not all websites allow for every size and style

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27
Q

How can you link a YouTube channel to a Google Ads account?

A
  1. Sign in to YouTube. 2. Select your channel. 3. Navigate to YouTube Studio. 4. Click Advanced. 5. Under Google Ads account linking, click Link a Google Ads account. 6. Follow the instructions and click Finish.
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28
Q

How can you link a Google Ads account to a YouTube channel?

A
  1. Sign in to Google Ads. 2. Select Tools. 3. Click Linked accounts. 4. Navigate to YouTube, click Details. 5. Click + button. 6. Search for or enter the channel’s URL. 7. Follow the instructions to complete the process.
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29
Q

What are the benefits of linking Google Ads and YouTube channels?

A
  1. Ad views count towards overall view count. 2. Remarketing to users who viewed videos. 3. Adding a CTA overlay on videos.
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30
Q

What can you analyze using the video campaign report in Google Analytics?

A

The performance of your video ad campaigns and their impact on website KPIs.

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31
Q

How can you customize and extract reports on your ads in Google Analytics?

A

By selecting a metric group, choosing primary dimensions, adding secondary dimensions, and sorting tables by important metrics.

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32
Q

What are some examples of metric groups you can select when analyzing ad campaign performance?

A

Site Usage, Website Clicks, or Engagement.

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33
Q

What are primary dimensions in ad campaign analysis?

A

Aspects of the data to analyze, such as Ad Content or Video.

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34
Q

How can you segment the data further in ad campaign analysis?

A

By adding Secondary Dimensions like Device Category.

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35
Q

What are some optimization strategies for display campaigns?

A

Rotating creatives, testing new messaging, trying new targeting options, adjusting bids based on performance, monitoring and optimizing regularly.

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36
Q

What should you do if your display campaign ads are performing poorly?

A

Reduce the bids on those ads.

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37
Q

What should you do if your display campaign ads are top performers?

A

Increase the bids on those ads.

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38
Q

How can you improve your CPM or clickthrough rate in display campaigns?

A

By amending your targeting.

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39
Q

What are some strategies to control your display campaign budget?

A

Adjusting ad scheduling, delivery, or frequency.

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40
Q

What should you assess after running reports on your video campaigns?

A

The performance against your goals and whether your investment is generating a return.

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41
Q

How should you optimize your video campaigns based on KPIs?

A

By reducing spend on poor performing campaigns and increasing budget for top performers, amending targeting, and adjusting ad schedule and delivery.

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42
Q

How can you improve video view-through rates or display banner click-through rates?

A

By amending your targeting.

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43
Q

What should you do more of in video campaigns?

A

What is working well.

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44
Q

What should you do if certain aspects of your campaign are not performing well?

A

Pull back on those aspects.

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45
Q

What should students do before sitting the DMI PRO certification exam?

A

Achieve a pass score in the practice exam.

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46
Q

How can students increase their chances of passing the PRO certification exam?

A

By passing the practice exam and preparing with it.

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47
Q

What is the format of the DMI PRO practice exam?

A

It includes 100 questions aligned with the certification exam and can be paused and revisited.

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48
Q

What are the time limits for completing the DMI PRO practice exam?

A

1.5 hours (90 minutes).

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49
Q

What is the benefit of advertisers only paying when the user chooses to engage with their content?

A

The benefit is that advertisers only pay when their advertising is well-received.

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50
Q

Which platforms offer display advertising solutions?

A

Google Display Network, Facebook, AdRoll, and Criteo offer display advertising solutions.

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51
Q

What percentage of global internet users can advertisers reach through the Google Display Network?

A

Advertisers can reach 90% of global internet users through the Google Display Network.

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52
Q

How can Facebook target users with ads?

A

Facebook targets users with ads based on their interests and location.

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53
Q

What is the primary focus of AdRoll as a platform?

A

AdRoll primarily focuses on retargeting ads to consumers who have previously visited a website.

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54
Q

Which platform specializes in e-commerce retargeting?

A

Criteo specializes in e-commerce retargeting.

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55
Q

What is the advantage of premium network buys?

A

Premium network buys guarantee reach for a set budget and can be bought on a CPM basis.

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56
Q

What types of websites can advertisers serve their ads on through premium network buys?

A

Advertisers can serve their ads on premium websites, such as news websites.

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57
Q

Which social media platforms can advertisers use for video advertising campaigns?

A

Advertisers can use YouTube and Facebook for video advertising campaigns.

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58
Q

In what ways does Video on Demand advertising resemble traditional TV planning?

A

Video on Demand advertising resembles traditional TV planning as ads can be run during catch-up shows.

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59
Q

What is the focus of programmatic advertising?

A

Programmatic advertising focuses on detailed audience profiles and aims to serve the right ad format at the right time.

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60
Q

What are the three display buying mechanisms to remember?

A

The three display buying mechanisms are premium fixed price (CPM), cost per click (CPC), and viewable cost per thousand impressions (vCPM).

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61
Q

What does CPM stand for?

A

CPM stands for cost per thousand impressions.

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62
Q

What is the bidding basis for cost per click (CPC)?

A

Cost per click (CPC) is based on the bidder’s willingness to pay for someone to click on their ads.

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63
Q

What does vCPM stand for?

A

vCPM stands for viewable cost per thousand impressions.

64
Q

What are Bumper Ads?

A

Bumper Ads are non-skippable video ads of up to 6 seconds that must be watched before a video can be viewed.

65
Q

Why is it recommended to create separate ads for each format on YouTube?

A

It is recommended to create separate ads for each format because each format fulfills a different objective.

66
Q

What is TrueView for Shopping?

A

TrueView for Shopping is an option for eCommerce businesses that uses Google Merchant Center product data to generate shopping cards on video ads.

67
Q

How many shopping cards can appear on a video ad with TrueView for Shopping?

A

Up to 6 shopping cards may appear on a video ad with TrueView for Shopping.

68
Q

What are Universal App Campaigns?

A

Universal App Campaigns allow you to promote your app across YouTube, GDN, Search, and within the Google Play Store.

69
Q

What is a YouTube Masthead?

A

A YouTube Masthead is a customizable creative that runs on the top of the YouTube home page for 24 hours in a chosen market.

70
Q

How is the placement of a YouTube Masthead bought?

A

The placement of a YouTube Masthead is bought on a fixed price booked on a cost per day basis.

71
Q

What are the benefits of working with an agency for marketing activities?

A

Working with an agency provides access to new expertise and tools, invites new thinking, adds creativity, reduces costs, and provides scalable services.

72
Q

What are some important considerations when selecting an agency to work with?

A

Important considerations when selecting an agency include budget and requirements, scalability and expertise, global/local/industry specializations, and capacity for more projects.

73
Q

What are some questions to ask an agency before making a commitment?

A

Some questions to ask an agency include why they are a good fit for the project, their unique selling point for marketing challenges, their past clients, capacity for more projects, and client testimonials.

74
Q

What best practices should be followed when working with an agency?

A

Best practices include being aware of lead times and dependencies, giving feedback on success levels, avoiding prolonged requests for free work, and moving towards a consultative partnership model.

75
Q

What are warning signs that there may be a problem with an agency?

A

Warning signs include switching account managers often, inability to explain campaign performance, lack of transparency, and refusing to commit to deadlines.

76
Q

Why is it important to set expectations from the outset of a business relationship?

A

Setting expectations enables driving positive ways of working.

77
Q

What are affinity audiences best described as?

A

Affinity audiences are best described as a TV-like audience.

78
Q

What is the purpose of targeting affinity audiences?

A

The purpose of targeting affinity audiences is for brand awareness and reaching people at the beginning of their buying journey.

79
Q

Who are in-market audiences good for reaching?

A

In-market audiences are good for reaching people who are in the middle to end of their buying cycle.

80
Q

What is the purpose of targeting in-market audiences?

A

The purpose of targeting in-market audiences is to reach people who are actively shopping or searching for your product or service.

81
Q

What is the benefit of using remarketing?

A

The benefit of using remarketing is the ability to show ads to people who have previously visited your website or used your mobile app.

82
Q

When does remarketing help in re-engaging with visitors?

A

Remarketing helps in re-engaging with visitors who leave your website without buying anything, by showing them ads as they visit other sites.

83
Q

How can you target viewers who have watched your videos using remarketing?

A

You can target viewers who have watched your videos with further video ads using remarketing.

84
Q

What are similar audiences created automatically by Google?

A

Similar audiences are people who have the same characteristics as those on your remarketing lists, but haven’t been on your website before.

85
Q

What is the purpose of creating a similar audience?

A

The purpose of creating a similar audience is to identify potential customers who haven’t purchased from you before.

86
Q

What is recommended when building audiences for video or display campaigns?

A

It is recommended to choose one audience per ad group when building audiences for video or display campaigns.

87
Q

What is content targeting?

A

Content targeting is matching your ad to the content of the website.

88
Q

What are the three ways to target ads using content targeting?

A

The three ways to target ads using content targeting are keywords, topics, and placements.

89
Q

How does keyword targeting work with content targeting?

A

Keyword targeting displays your ads beside written content that contains your chosen keywords.

90
Q

What are topics in content targeting?

A

Topics are website categories that allow you to target all website partners from a certain category, such as travel or food websites.

91
Q

What is placement targeting in content targeting?

A

Placement targeting allows you to select the exact website or app where you want to show your ads.

92
Q

How can you refine your campaign targeting?

A

You can refine your campaign targeting by combining audience and content targeting at the ad group level.

93
Q

What are the steps to create a YouTube channel for a brand?

A
  1. Sign in to YouTube, go to your channel list. 2. Select Create a Channel and fill in the details of your brand account. 3. Click Sign up and Create. 4. Customize your channel.
94
Q

How do you upload a video to your YouTube channel?

A
  1. Click on Upload. 2. Select a file to upload. 3. Choose the video privacy settings. 4. Set the basic information and advanced settings. 5. Add a video thumbnail. 6. Click Done or Publish. 7. Select your privacy settings and click Share.
95
Q

What are the ABCDs of effective creative for YouTube videos?

A

Attract attention, brand naturally, connect emotionally, direct the user clearly.

96
Q

What tools are available in YouTube Studio to manage video content?

A

Dashboards, Video Manager, Community, Channel, Analytics, Create.

97
Q

What is the purpose of including metadata when uploading a video to your YouTube channel?

A

To give viewers more information and ensure videos display in relevant search terms.

98
Q

What elements should be included in video metadata on YouTube?

A

Video title, video description, and tags.

99
Q

What are video thumbnails and why are they important?

A

Video thumbnails are snapshots of videos that help viewers browse YouTube and decide which videos to watch.

100
Q

What are YouTube cards and how do they drive engagement?

A

YouTube cards are interactive elements that encourage deeper engagement with a channel, videos, playlists, and websites.

101
Q

What can you do with YouTube Studio to enhance your videos?

A

Trim start and end, split sections, replace audio, add end screens.

102
Q

What types of reports are available in YouTube analytics?

A

Earnings reports, watch-time reports, and engagement reports.

103
Q

What is the Google Display Network?

A

The display and video advertising channel that serves YouTube and other sites.

104
Q

What is the purpose of remarketing in advertising?

A

The purpose of remarketing is to show ads to people who have previously engaged with your online content.

105
Q

How can remarketing be beneficial for advertisers?

A

Remarketing allows advertisers to target people who are most likely to buy their product and reach their existing customers.

106
Q

What are the different types of remarketing options available on the Google Display Network?

A

The different types of remarketing options are standard remarketing, dynamic remarketing, video remarketing, and email remarketing.

107
Q

How does standard remarketing work?

A

Standard remarketing shows ads to previous visitors of your website.

108
Q

What is dynamic remarketing?

A

Dynamic remarketing automatically populates ads with the product that someone last viewed on your website.

109
Q

In what way does video remarketing work?

A

Video remarketing allows you to show ads to people who have interacted with your video on YouTube in the past.

110
Q

How does email remarketing function?

A

Email remarketing allows you to show ads to customers by uploading a list of their email addresses to Google Ads.

111
Q

What is required to begin remarketing?

A

To begin remarketing, you need to add a remarketing code (tag) to your website and notify users in your privacy and cookie policy.

112
Q

Where can you access the Audience manager in Google Ads?

A

You can access the Audience manager in Google Ads by going to Tools and then Audience manager.

113
Q

What is the default bidding option on the Google Display Network?

A

The default bidding option is Automated bidding, which uses AI to optimize bids for the best price.

114
Q

What can you do with bid adjustments?

A

With bid adjustments, you can increase or decrease how much your ad appears based on specific criteria.

115
Q

What is the range of bid adjustments that can be set?

A

-100% to +900%

116
Q

What happens when bids are set to -100%?

A

Ads won’t show on the selected device, location, or targeting criteria.

117
Q

What is the importance of considering mobile devices in your bidding strategy?

A

Most internet consumption happens on mobile devices.

118
Q

What are some features of mobile that can affect your video strategy?

A

Video duration, orientation, and device specification.

119
Q

Which ad format proved best for product awareness in Netflix’s test?

A

The 6-second bumper ad.

120
Q

Which ad format proved best for brand ad recall in Netflix’s test?

A

The teaser ad.

121
Q

What are the available metrics to measure display campaign performance?

A

Impressions, clicks, CTR, CPC, vCPM, conversions, conversion rate, view-through conversions, reach, and frequency.

122
Q

What are the dedicated video metrics for YouTube campaigns?

A

Impressions, views, view rate, clicks, click rate, CPV.

123
Q

What is TrueView in relation to video ads on YouTube?

A

If a user only watches 50% of the ad, the advertiser pays only 50% of the cost.

124
Q

How can you generate predefined reports on display campaign performance?

A

Select Reports, then Predefined reports, and filter by topic, audience, campaign, ad group, or metrics.

125
Q

What should you consider when analyzing performance?

A

Adjust date range or change chart type between table, line, or bar chart.

126
Q

What is the reach of the Google Display Network (GDN)?

A

The GDN reaches over 90% of people on the internet globally, across 2 million websites.

127
Q

What types of advertising can be used on the Google Display Network?

A

Text, image, rich media, and video advertising can be used on the GDN.

128
Q

How can advertisers target people in their advertising campaigns on the Google Display Network?

A

Advertisers can target people based on certain content, specific audiences, particular locations, or by remarketing to people who’ve already visited their website.

129
Q

What are the two options for advertising in the GDN?

A

The options are ‘Search network with display opt-in’ and ‘Display network only’.

130
Q

Why is it not recommended to choose the ‘smart campaign’ option?

A

Smart campaigns can be difficult to optimize and may not deliver desired results.

131
Q

What are the three defined goals to choose from when building campaigns on the GDN?

A

The goals are awareness, influence consideration, and driving action.

132
Q

What are some commonly used ad sizes on the Google Display Network?

A

Some commonly used ad sizes include 300x250 Mid Position Unit (MPU), 120x600 Skyscraper, 160x600 Wide skyscraper, and 320x50 Mobile banner.

133
Q

What are the advantages of creating responsive ads for display campaigns on the GDN?

A

Responsive ads eliminate the need for multiple ad sizes, work on both mobile and desktop devices, save production costs, and can be easily edited and updated.

134
Q

What are the two ad formats available on YouTube?

A

The two ad formats are TrueView In-stream and TrueView Video Discovery.

135
Q

What is the pass mark for the practice exam?

A

The pass mark for the practice exam is set at 60%.

136
Q

Is there any moderation or appeal available for the practice exam?

A

No, there is no moderation or appeal available for the practice exam.

137
Q

What is the purpose of the practice exam?

A

The purpose of the practice exam is to solely act as an exam preparation tool.

138
Q

Can the practice exam be taken again?

A

Yes, the practice exam can be retaken at any point.

139
Q

Are the correct and incorrect answers displayed after completing the practice exam?

A

Yes, after completion, both correct and incorrect answers are displayed.

140
Q

Does the practice exam score contribute to the overall certification exam result?

A

No, the practice exam score does not contribute to the overall certification exam result.

141
Q

How can the practice exam be accessed?

A

The practice exam can be accessed at any time through the Practice Tests link on MyDMI.

142
Q

What does the Save & Exit option allow you to do?

A

The Save & Exit option allows you to pause and exit the practice exam tool, as well as return later and continue from where you left off.

143
Q

What are the steps to create a video advertising campaign in Google Ads?

A

Go to Campaign level, click + button and select New campaign, choose Video as the campaign type, set campaign settings, select targeting options, create an ad group and bid for the ad group, create video ad with CTA, add headline and complete the form, click Save and continue.

144
Q

What are the basic settings for video campaigns?

A

The basic settings include maximum cost per view, daily budget, campaign start and end date, location targeting, and language targeting.

145
Q

How can you create a responsive ad or upload ads for video campaigns?

A

In the Ads section of an ad group, choose create a Responsive ad or Upload ads to open the Ad builder.

146
Q

What is targeting in advertising?

A

Targeting allows us to place our ad in front of the right person at the right time to increase audience engagement and reduce wasted spend.

147
Q

What are the two distinct forms of targeting?

A

Audience targeting and content targeting.

148
Q

What is audience targeting?

A

Audience targeting allows you to target people based on their interests and characteristics.

149
Q

What forms does audience targeting take?

A

Demographic targeting, affinity audiences, in-market audiences, remarketing, and similar audiences.

150
Q

What is demographic targeting?

A

Demographic targeting allows you to reach people based on age, gender, parental status, and household income.

151
Q

What are display and video advertising?

A

Display and video advertising are awareness generating digital channels that combine audience targeting and creative visuals.

152
Q

What are the benefits of display and video advertising?

A

Display and video advertising can increase brand awareness, drive consideration, create purchase intent, increase reach, and engage customers.

153
Q

How do display and video advertising differ from search engine marketing?

A

Display and video advertising are push channels that spread a message, while search engine marketing captures existing demands.

154
Q

What is the value of including display and video advertising in advertising activity?

A

Display advertising can reach thousands of websites and mobile apps, while video advertising captures a captivated and engaged audience.

155
Q

How can display and video advertising reach people at different stages of the buyer journey?

A

Display and video advertising can reach those at the beginning of the buyer journey and potentially find new customers.

DMI PRO AMA - Certified Digital Marketing Professional (12 decks)

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