Grow Offline Sales Certification Exam Answers

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The Grow Offline Sales assessment consists of 50 questions and you have 75 minutes to complete.

Which of these engagements would be reported as local actions?

• App Reviews
• Clicks to Call
• Read Reviews
• Website interaction

At a minimum, how often should you update your local product inventory feed?

• monthly
• daily
• quarterly
• weekly

Which of these are considered Offline Sales approaches? Choose three.

• Omnichannel
• Online
• Omnichannel + Store Centric
• Store-Centric
• Online + Omnichannel

How many Google Opinion Rewards participants volunteer for panels that validate store visits?

• 5 million
• 1 million
• 100,000
• 500,000

For which of these scenarios would a store-centric approach be useful?

• A business that would like their in-store customers to sign up for their monthly newsletter.
• An eCommerce website looking to optimize online performance and return on investment across the online customer journey.
• A local internet provider that is looking to secure leads online to promote their new service bundle.
• A grocery company looking to grow foot traffic to their physical locations and promote available products

What’s the benefit of utilizing pickup later?

• Lets you show products that are displayed in your store but are not available for immediate purchase
• Lets you show products that are available for pickup outside your store
• Lets you promote products that aren’t currently available in- store, but can be available for store pickup in a few days.
• Lets you show products that haven’t been released yet

When creating a Performance Max for store goals campaign, which manual input would you need to provide?

• bids
• creative combinations
• ad creatives
• ad placements

What’s an action Omnichannel customers take when deciding to make a purchase?

• Omnichannel customers make purchases in-store only and account for disproportionately more sales
• Omnichannel customers interact with a product or service at the store versus digitally
• Omnichannel customers interact with a product or service digitally multiple times before purchasing
• Omnichannel customers make purchases in silos, either online and in-person

Which attribute do you need to have for a product inventory feed?

• item_code
• store code
• location ID
• product_type

What’s a priority for the store marketing or traditional marketing team?

• Grow in-store sales through a range of marketing channels.
• Grow in-store sales to franchisees.
• Grow digital sales through digital marketing channels.
• Grow top-line sales through eCommerce

When might you use an omnichannel shopping campaign approach?

• If you don’t have a eCommerce website
• If you have separate online and offline budgets
• When your ecommerce and in-store products do not have a strong overlap
• When your ecommerce and in-store products have a strong overlap

What’s the purpose of Google Merchant Center?

• Merchant Center lets you manage your store information and how it appears on Google
• Merchant Center lets you create and edit affiliate locations and location extensions
• Merchant Center lets you create, manage, and run your campaigns
• Merchant Center lets you manage how your in-store and online product inventory appears on Google.

Which calculation would tell you the value of a store visit to your business?

• (In-store purchase rate) x (In-store average order value) = Store visit conversion value
• (in-store average order value) x (Online purchase rate)= Store visit conversion value
• (In-store average order value) x (In-store purchase rate) x (online purchase rate) = Store visit conversion value
• (Online purchase rate) x (in-store average order value) = Store visit conversion value

What may happen if you optimize towards online conversions only?

• You may miss out on potential customers who purchase offline only or research online but buy in-store.
• You may miss out on potential customers who show interest in your product.
• You may miss out on potential customers who engage across all ad formats
• You may miss out on potential customers who watched your ad

Which practice is recommended for setting up a Performance Max for omnichannel goals campaign?

• Include all products from the local product inventory feed
• Segment products by performance and business goals
• Segment products by availability and product type
• Include all products from the local product feed

In which of these situations would an affiliate location extension be appropriately used?

• When an advertiser sells products or services through locations they do not own
• When an advertiser sells products or services through business-to-business commerce
• When an advertiser sells products or services through a location they own directly
• When an advertiser sells products or services to other manufacturers

Which location data source requires you to set up an account and link it to Google Ads?

• Google curated chains
• Business Profile
• Google Ads
• Google Merchant Center

As far as budget and time is concerned, which of these is the recommended practice?

• Run for at least 30 days with a $500 daily budget
• Run for at least 10 days with a $500 daily budget
• Run for at least 30 days with a $250 daily budget
• Run for at least 10 days with a $250 daily budget

In which two ways is Performance Max for omnichannel goals different from Smart Shopping Campaigns (SSC)? Choose two.

• Performance Max allows for marketing objective goals to align with your business goals of online and omnichannel sales.
• Performance Max offers the same inventory as SSC, with additional formats to feature products such as YouTube In-Stream, Text Ads, and Display.
• Performance Max offers product specific formats to support markekting objectives of online and omnichannel sales
• Performance Max allows users to opt into Smart Bidding, which uses machine learning to optimize bids.

The Chief Marketing Officer (CMO) at a large retailer is looking to modernize the current marketing strategy using online and offline KPIs. The teams have historically worked in silos. What are three things the CMO should do when creating a holistic online-to-offline strategy? Choose three.

• Set separate goals and KPIs for each team
• Encourage siloed organizational structure, budgets, and meetings
• Suggest organizational changes to meeting structure, media budgets and KPIs.
• Incentivize teams with unified goals and KPIs
• Get to know different teams and what they’re measuring to track against their goals

If you were developing an online-to-offline strategy, which of these options would help you engage with your team?

• Meet with each team separately to learn about their O2O strategy
• Set separate online and offline KPIs and business objective for each team
• Ask thought-provoking questions to align on customer and business goals
• Follow a traditional marketing structure designated online and offline teams

Which of these benefits are associated with Local Inventory Ads?

• You can generate leads by encouraging customers to sign up for a monthly newsletter.
• You can set up and drive foot traffic at your location using location extensions.
• You can set up keyword targeting in your campaign to reach the right customers at the right time
• They extend reach to shoppers in areas near your stores and feature all available in-store items, as well as best sellers and on-sale items.

You’re in charge of marketing for a small retailer that plans to expand on its eCommerce presence by opening 35 physical stores within the next few months. The goal is to grow total sales, both online and in-store. What approach should you take that would help them achieve their goal?

• Omnichannel + Store Centric
• Store Centric
• Online + Omnichannel
• Omnichannel

Which advertising channel is considered an offline (traditional) channel?

• Social Media
• Display Remarketing
• Radio
• Email

Shoppers consistently interact with a product or service multiple times online before making a purchase in a physical store. Taking that into consideration, how should you approach your omnichannel strategy?

• Create a separate marketing strategy for online and offline channels
• Find different offline advertising channels to reach your customers
• Meet customers wherever they’re at in their digital shopping journey
• Encourage customers to shop in your preferred channel

What is a geo-based experiment?

• Geo experiments use overlapping geographic regions that are assigned to a control or treatment group.
• Geo experiments use random geographic regions assigned to control group.
• Geo experiments use non-overlapping geographic regions that are randomly assigned to a control or treatment group.
• Geo experiments use random geographic regions assigned to test group.

For which of these industries would Performance Max for store goals be useful? Choose three.

• eCommerce
• Hotel
• Quick Service Restaurant
• Retail
• Auto

You recently released a new line of energy drinks with plans to sell them at a popular big-box retailer. What extension should you use when setting up your Performance Max for store goals campaign?

• Location extension with a Google curated chain
• Location extension with Business Profile
• Affiliate location extension with a Google-curated Chain
• Affiliate location extension with a Global Location Group

Which of these campaign objectives would you establish for a Performance Max for store goals campaign?

• Leads
• Website traffic
• Local store visits and promotions
• Sales

What information is displayed using location extensions linked through a Google Business Profile?

• Call button
• App
• Products
• Reviews

You work on the store marketing team for a small hardware company with 10 franchise locations. Each franchisee has a budget they want to use towards promoting their location and driving in-store traffic. What recommendation would you make?

• Set one campaign per country
• Set one campaign per region
• Set one campaign per city
• Set one campaign per location

If you’re looking to optimize offline conversion actions, which three Smart Bidding strategies can help you? Choose three.

• Cost-per-impressions (CPM)
• Target Return on Ad Spend (tROAS)
• Target Cost-per-Action (tCPA)
• Maximize Conversion Value
• Cost-per-click (CPC)

You run a small skateboard accessories shop and want to learn about customers’ journeys from ad engagement to in-store visit. Which metric should you use?

• Local Actions
• Store Visits
• Store Sales
• Ad Actions

When is it recommended to use a location extension over a affiliate location extension?

• When you sell products or services in stores that share the same brand
• When you sell your products or services at other retailers and want to encourage people to visit the store location
• When you sell your products or services to large chain and small businesses
• When you own your own business and you want to encourage people to visit your location

Which of these methods would help you test a manual bidding strategy against an omnichannel Smart Bidding campaign?

• Geo-X
• User-based
• Campaign Experiments
• Incrementality

Which of these definitions describes incrementality?

• It’s near real-time attribution to fuel short-term business and bidding decisions
• It’s a way to measure if the change in user behavior was directly caused by exposure to an ad campaign
• It’s a way to test variations of ad creative against each other
• It’s a top-level modeling to understand what drives sales including media and all possible external factors

Which method can you use to determine if an ad drove incremental results?

• Product-based
• Geo-Based
• User-Based
• Store-Based

You own a small music shop and want to create a product-specific landing page as required by Local Inventory Ads. Which of these features would allow you to advertise your products on Local Inventory Ads?

• Google Hosted Local Store Front
• Merchant Hosted Local Store Front
• Shopping Hosted Local Store Front
• Product Hosted Local Store Front

How are store visits measured?

• When users make a purchase in store, Google attributes those store visits back to ad conversions.
• When users purchase online and then visit a store, Google attributes those store visits back to the online purchase and engagement.
• When users engage with your ads and then visit your store, Google attributes those store visits back to the ad engagements in a privacy-safe way.
• When users see your ads and then visit your store, Google attributes those store visits back to the ad views

In addition to store visits, what input would you need to gauge store sales?

• ad engagements
• maps engagements
• location extension information
• surveys

Machine learning models are the basis for much of Performance Max’s feature-optimization. Which three features still need to be added manually? Choose two.

• budget
• creative combinations
• bids
• ad placements
• ad creatives

What’s a key benefit of Performance Max for in-store goals?

• Goals-based for maximizing your offline marketing goals
• Manual controls for stronger performance
• Customizable campaign settings to meet specific business goals
• Automed budget to optimize on performance

There’s an upcoming weekend sale that you want to promote using creatives. What would you recommend?

• Start the campaign 2-3 weeks in advance, then refresh your creative from more generic store creative to sales-focused creative.
• Start the campaign 2-3 days in advance then, refresh your generic store creative to a sales focused creative the day of the sale.
• Start the campaign a week in advance, then refresh your generic store creative to a sales focused creative the day of the sale.
• Start the campaign the day before the sale then, refresh your creative frequently to move from more generic store creative to sales-focused creative.

In which scenario would you use a store-centric approach?

• A local internet provider that is looking to secure leads online to promote their new service bundle.
• An eCommerce website looking to optimize online performance and return on investment across the online customer journey.
• A business that would like their in-store customers to sign up for their monthly newsletter.
• A grocery company looking to grow foot traffic to their physical locations and promote available products

A large retailer’s Chief Marketing Officer (CMO) wants to revise the company’s marketing strategy by incorporating online and offline KPIs. Historically, the teams have worked in silos. What are three things the CMO should do when they create a holistic online-to-offline strategy? Choose three.

• Incentivize teams with unified goals and KPIs
• Get to know different teams and what they’re measuring to track against their goals
• Suggest organizational changes to meeting structure, media budgets and KPIs.
• Encourage siloed organizational structure, budgets, and meetings
• Set separate goals and KPIs for each team

If you were looking to promote an upcoming weekend sale using creatives, which recommendation should you follow?

• Start the campaign 2-3 weeks in advance, then refresh your creative from more generic store creative to sales-focused creative.
• Start the campaign the day before the sale then, refresh your creative frequently to move from more generic store creative to sales-focused creative.
• Start the campaign 2-3 days in advance then, refresh your generic store creative to a sales focused creative the day of the sale.
• Start the campaign a week in advance, then refresh your generic store creative to a sales focused creative the day of the sale.

What is the recommended budget and time to run your Performance Max for store goals campaign?

• Run for at least 30 days with a $250 daily budget
• Run for at least 10 days with a $500 daily budget
• Run for at least 30 days with a $500 daily budget
• Run for at least 10 days with a $250 daily budget

You’re interested in omnibidding, but realize that some categories are offline only. Which of these omnibidding setups is optimal?

• Ad group level
• Account level
• Campaign level
• Ad level

After you upload the local product inventory feed and set a feed schedule, what should you do next?

• upload locations in Business Profile
• request inventory vertification
• create a Local Inventory Ads campaign
• enable Local Inventory Ads program

Even though many of Performance Max’s features are optimized via machine learning, some need to be added manually. Which of these features need to be added manually? Choose two.

• ad placements
• budget
• bids
• creative combinations
• ad creatives