DoubleClick Bid Manager Fundamentals Exam
DBM Fundamentals is an online training course that lets new users learn at their own pace, take an exam, and download a certificate confirming that they understand the basics of DoubleClick Bid Manager. The course covers:
- Core DoubleClick Bid Manager functionality and how it works with DCM/DFA
- The basic benefits and features of demand-side platforms and how ad exchanges work
- How to create media plans and campaigns for implementation in DoubleClick Bid Manager
- How to analyze performance and optimize campaigns
Disclaimer: All questions below are from live exams within the Q1 of 2016. Using these answers resulted in 100% on the test, all answers are accurate at the time of updating. Please double check your answers when taking the exam!
Bid Manager basics
1.) Real-time bidding makes it easier to __________.
- A) find your target user the moment they reach the website
- B) reserve inventory at a fixed CPM
- C) connect to a third-party ad server
- D) build remarketing lists
Bid Manager basics
2.) In DoubleClick Bid Manger you can manage your advertiser’s fixed CPM reservation buys, search pay-per-click campaigns, and real-time bidding campaigns.
- A) True
- B) False
Bid Manager basics
3.) In order to use DoubleClick Bid Manager an advertiser must also use DoubleClick Campaign Manager (DCM) as their ad server.
- A) True
- B) False
Bid Manager basics
4.) In DoubleClick Bid Manager, I can serve ads through DCM as well as other third-party ad servers.
- A) True
- B) False
Bid Manager basics
5.) When DBM and DCM accounts are linked, __________ are synced to DBM.
- A) ad groups and creatives
- B) all targeting settings
- C) pixels and creatives
- D) audience integrations only
Bid Manager basics
6.) Bid Manager integrates with:
- A) Third-party data providers
- B) Ad Exchanges
- C) Third-party ad servers
- D) All of the above
Bid Manager basics
7.) What type of publisher inventory is available through a DSP?
- A) Video and mobile inventory
- B) Private deal inventory
- C) Ad exchange inventory
- D) All of the above
Bid Manager basics
8.) The three main benefits of using Bid Manager include access to audience data, real-time bidding and __________.
- A) integration with third-party ad servers
- B) integration with multiple ad exchanges
- C) integration with an ad verification platform
- D) integration with AdWords
Bid Manager basics
9.) Ad exchanges make it easy to __________.
- A) serve homepage takeovers for a lower CPM
- B) strategically bid across multiple publisher’s websites
- C) manage creative assets in one place
- D) serve search PPC ads
Campaign planning
10.) The purchase funnel is helpful for __________.
- A) setting up remarketing lists
- B) defining geotargeting and dayparting
- C) determining the partner revenue model
- D) defining third-party data costs
Campaign planning
11.) The three main campaign strategies are:
- A) Prospecting, audience targeting, and remarketing
- B) Prospecting, category targeting, and keyword targeting
- C) Brand blasts, geotargeting and remarketing
- D) Audience targeting, brand blasts, and dayparting
Campaign planning
12.) The Inventory Availability report provides click and conversion metrics for each exchange.
- A) True
- B) False
Campaign planning
13.) It is possible to set up an alert to send an email anytime a creative is disapproved.
- A) True
- B) False
Campaign planning
14.) DCM advertisers AND non-DCM advertisers create pixels in Bid Manager.
- A) True
- B) False
Campaign planning
15.) First-party audience buying requires__________.
- A) identifying a user by customer ID
- B) paying additional remarketing fees to the publisher
- C) adding remarketing pixels to your advertiser’s web page
- D) redirecting users to an incentive page
Campaign planning
16.) The following exchanges require that creatives are approved:
- A) Right Media, AdWords, AdMob
- B) AppNexus only
- C) AdMob, AdMeld, DoubleClick AdX
- D) FBX, AppNexus, DoubleClick AdX
Campaign planning
17.) Custom channels are__________.
- A) smart TV and mobile inventory
- B) a customized group of websites or URLs
- C) a group of keywords and categories
- D) creatives grouped by theme or offering
Campaign planning
18.) The purchase funnel is helpful for __________.
- A) setting up remarketing lists
- B) defining geotargeting and dayparting
- C) determining the partner revenue model
- D) defining third-party data costs
Campaign planning
19.) Which level of the Bid Manager hierarchy is used for managing targeting and bids?
- A) Campaigns
- B) Line Items
- C) Insertion Orders
- D) Budgets
Campaign planning
20.) Third-party audience buying requires __________.
- A) generating a composition report
- B) paying an additional CPM fee
- C) signing a contract with each provider
- D) building custom creatives
Building campaigns
21.) Partner revenue models are important for defining ________.
- A) the “revenue” metric, which is used in reporting
- B) the relationship between third-party data providers and exchanges
- C) the purchase pathway for first-party audience targeting
- D) data costs recorded for third-party data segments
Building campaigns
22.) A specific deal ID is required for programmatic direct/private deal line items that run through Bid Manager.
- A) True
- B) False
Building campaigns
23.) Creatives can be assigned to both insertion orders and to line items
- A) True
- B) False
Building campaigns
24.) Based on recommendations, the ________ strategy deserves the highest bid.
- A) prospecting and mobile
- B) remarketing and video
- C) behavioral and third-party targeting
- D) brand blast
Building campaigns
25.) Which of the following is true of contextual targeting?
- A) Category targeting requires an additional CPM fee
- B) Category targeting is only available on DoubleClick AdExchange
- C) Category targeting can be used with additional audience targeting
- D) Category targeting only works with text ads
Building campaigns
26.) How can DBM users add a profile margin to campaigns?
- A) Use automated bidding
- B) Add a flat CPM partner revenue model
- C) Remove all partner costs
- D) Add a % markup to their partner revenue models
Building campaigns
27.) Insertion order-level default targeting will________.
- A) assist with the automated bidding algorithm.
- B) overwrite existing line item targeting settings for this insertion order
- C) trump line item targeting settings for the entire insertion order
- D) pre-populate the targeting of any new line items in this insertion order
Building campaigns
28.) It is possible to select which pixels are used to count conversions
- A) True
- B) False
Reports and metrics
29.) What do the metrics in an insertion order’s pacing view reveal about the insertion order?
- A) The daily spend compared to its target spend
- B) The timeline of unique users added to remarketing lists
- C) The lifetime performance of the insertion order
- D) The conversion rate of the insertion order over time
Reports and metrics
30.) Filters can be added to any performance report to refine the data returned in a report.
- A) True
- B) False
Reports and metrics
31.) Which of these tools helps you discover and extend your audience?
- A) Audience composition report
- B) Third-party data provider report
- C) Impression share metric
- D) Inventory availability grouped by exchange
Reports and metrics
32.) The impression loss metric shows the number of impressions that match your targeting that weren’t won, due to:
- A) Targeting, frequency, and audience
- B) Budget, pacing, and creative approval
- C) Frequency, budget, and bid
- D) None of the above
Reports and metrics
33.) The reporting dashboard will retain reports until_____.
- A) the report expires
- B) the insertion order flight dates are completed
- C) the report is manually deleted
- D) the report is emailed to the user
Reports and metrics
34.) Which report helps with optimizing site targeting for line items?
- A) A Page Category report
- B) Inline metrics pacing
- C) An Inventory Availability report, grouped by site
- D) A General report, grouped by site
Reports and metrics
35.) It is possible to group by and filter by the following dimensions in a General report:
- A) Frequency
- B) Channel
- C) Exchange
- D) All of the above
Reports and metrics
36.) Filters and labels can be applied to refine the metrics displayed in the list of insertion orders and line items.
- A) True
- B) False
Reports and metrics
37.) Adding group-by dimensions to a General report will likely increase the number of rows and columns in the report.
- A) True
- B) False
Optimization
38.) Which Bid Manager feature helps improve a campaign’s CPA?
- A) Automated bidding
- B) Even pacing
- C) Total media cost markup
- D) Daily spend up
Optimization
39.) This “upper funnel” strategy allows marketers to serve ads to new users who have not previously visited their website.
- A) Keyword targeting
- B) TrueView
- C) Prospecting
- D) Retargeting
Optimization
40.) What is one way to stop serving on a specific site?
- A) Add TrueView targeting
- B) Remove a brand safe filter
- C) Add the site to a blacklist targeted channel
- D) Bulk edit the creative assignments
Optimization
41.) Which provides more access to inventory?
- A) Target DL-G and target a shopping channel
- B) Target DL-T and block sensitive categories
- C) Target Digital Content Label default settings
- D) Target DL-MA and DL-T
Optimization
42.) Which strategy allows marketers to serve ads only to users who have previously visited the homepage of their website?
- A) Keyword targeting
- B) TrueView
- C) Lookalike targeting
- D) Remarketing
Optimization
43.) In a list of line items, I can click the “Expand” button to quickly ________.
- A) adjust geo-targeting and dayparting
- B) customize rows for inline metrics
- C) pause and activate line items
- D) change bids, budgets, and frequencies
Optimization
44.) An easy way to target high performing sites is to ________.
- A) add sites as keywords in keyword targeting
- B) use inline metrics to adjust targeting for these sites
- C) add brand safety filters to targeting
- D) create and target a channel with these sites
Optimization
45.) If you’ve lost a lot of impression due to your bid, you should consider:
- A) Lowering your bid and budget
- B) Raising your bid and budget
- C) Lowering a frequency cap
- D) None of the above
Optimization
46.) By increasing the frequency for an insertion order, the IO’s line items _____.
- A) can serve more ads to a single user
- B) will not be affected
- C) can serve less ads to a single user
- D) may overspend its budget
