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Adwords-fundamentals test - Google Advertising Fundamentals exam Updated: 2024

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Exam Code: Adwords-fundamentals Google Advertising Fundamentals exam test January 2024 by team

Adwords-fundamentals Google Advertising Fundamentals Exam

Exam: Adwords-fundamentals Google Advertising Fundamentals Exam

Exam Details:
- Number of Questions: The exam consists of approximately 100 multiple-choice questions.
- Time: Candidates are given 120 minutes to complete the exam.

Course Outline:
The Google Advertising Fundamentals exam is designed to assess professionals' knowledge and understanding of the basic concepts and principles of online advertising using Google AdWords. The course covers the following topics:

1. Introduction to Online Advertising
- Overview of online advertising and its benefits
- Different types of online advertising channels
- Introduction to Google AdWords and its role in online advertising
- Key terms and concepts in online advertising

2. Setting Up AdWords Campaigns
- Creating an AdWords account and understanding account structure
- AdWords campaign types and goals
- Keyword research and selection
- Ad group creation and ad formats

3. AdWords Targeting and Bidding
- Understanding AdWords targeting options (location, language, device, etc.)
- Bidding strategies and budget management
- Ad delivery and ad rotation settings
- Quality Score and its impact on ad performance

4. AdWords Ad Formats and Extensions
- Text ad creation and best practices
- Display ad creation and image ad guidelines
- Ad extensions and their benefits
- Ad policies and compliance guidelines

5. AdWords Performance Monitoring and Optimization
- Tracking conversions and measuring campaign success
- Performance monitoring and reporting in AdWords
- Campaign optimization techniques (keyword optimization, ad testing, etc.)
- Understanding and using AdWords tools and reports

Exam Objectives:
The exam aims to assess candidates' understanding and proficiency in the following areas:

1. Knowledge of the fundamentals of online advertising and Google AdWords
2. Competence in setting up and structuring AdWords campaigns
3. Understanding of AdWords targeting options, bidding strategies, and budget management
4. Proficiency in creating effective ads and using ad extensions
5. Ability to monitor campaign performance and optimize AdWords campaigns

Exam Syllabus:
The exam syllabus covers the following topics:

- Introduction to Online Advertising
- Overview of online advertising and its benefits
- Different types of online advertising channels
- Introduction to Google AdWords and its role in online advertising
- Key terms and concepts in online advertising

- Setting Up AdWords Campaigns
- Creating an AdWords account and understanding account structure
- AdWords campaign types and goals
- Keyword research and selection
- Ad group creation and ad formats

- AdWords Targeting and Bidding
- Understanding AdWords targeting options (location, language, device, etc.)
- Bidding strategies and budget management
- Ad delivery and ad rotation settings
- Quality Score and its impact on ad performance

- AdWords Ad Formats and Extensions
- Text ad creation and best practices
- Display ad creation and image ad guidelines
- Ad extensions and their benefits
- Ad policies and compliance guidelines

- AdWords Performance Monitoring and Optimization
- Tracking conversions and measuring campaign success
- Performance monitoring and reporting in AdWords
- Campaign optimization techniques (keyword optimization, ad testing, etc.)
- Understanding and using AdWords tools and reports

Candidates are expected to have a comprehensive understanding of these Topics to successfully pass the exam and demonstrate their proficiency in the fundamentals of online advertising using Google AdWords.
Google Advertising Fundamentals Exam
Google Fundamentals test

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Fri, 05 Jan 2024 00:00:00 -0600 en text/html
Google To Test Feature Restricting Advertisers' Cookie Tracking In 2024

Google GOOGL GOOG will test a new feature on its Chrome browser in January 2024 that will limit advertisers’ ability to use tracking cookies.

What Happened: The tech giant revealed on Thursday that the “Tracking Protection” feature will be introduced to 1% of Chrome users worldwide on Jan. 4, Reuters reported. By default, this will limit cross-site tracking. Google also has plans to completely abolish the use of third-party cookies by the latter half of 2024.

Advertisers have voiced concerns that this change will impact their ability to gather data for ad personalization, making them dependent on Google’s user databases. In June, Margrethe Vestager, the EU’s antitrust chief, stated that investigations into Google’s tools for blocking third-party cookies, part of the “Privacy Sandbox” initiative, will continue.

See Also: Elon Musk’s Loss Is Mark Zuckerberg’s Gain: Disney, Comcast Reportedly Increase Ad Spending On Instagram After Ditching X

Thursday’s note from BofA Global Research suggested that media agencies, particularly those that can offer proprietary insights at a large scale to advertisers, will be empowered by this move to phase out cookies.

Why It Matters: In August 2022, Google’s decision to delay the phase-out of third-party cookies in its Chrome browser until 2024 was seen as positive news for Alphabet investors and the online advertising industry as a whole.

Cookies are small text snippets used by advertisers and publishers to identify users and target ads. Google had initially planned to end support for third-party cookies in Chrome by 2023, but in a blog post on July 27, declared it was postponing this to allow “more time to evaluate and test the new Privacy Sandbox technologies” that will serve as alternatives to third-party cookies in the future.

Read Next: Microsoft Cuts Xbox Series X Prices For The Holidays

Photo by Pawel Czerwinski on Unsplash.

Engineered by Benzinga Neuro, Edited by Pooja Rajkumari

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© 2024 Benzinga does not provide investment advice. All rights reserved.

Thu, 14 Dec 2023 12:02:00 -0600 en text/html
Google's Test to Block Third-Party Cookies in Chrome Starts Jan. 4

Google will kick off its first tests of a system to block third-party cookies in the Chrome browser by default starting on Jan. 4.

The test will begin with only 1% of Chrome’s global user base before a wider rollout to all users in the second half of 2024, the company revealed in a blog post today. That said, Google could delay the implementation to address any lingering concerns from UK regulators, who are worried about the company’s dominance in the online ad sector.  

The search giant elaborated on the release schedule, which was first mentioned last month, to help prepare the initial group of users enrolled in the test. The pilot will arrive as a new “Tracking Protection” feature, which is designed to prevent third-party cookies from surveilling a user’s browsing activity from site to site in an effort to serve relevant ads. 

The new Tracking Protection feature

(Credit: Google)

Other browsers, including Apple’s Safari and Mozilla’s Firefox, already block third-party cookies by default to stop the cross-site tracking. However, Google has been slow to do the same.

Google's solution is called the Privacy Sandbox, which was designed to appease both advertisers and privacy-conscious consumers. But it had to push back its plans to address feedback from businesses and the UK's Competition and Markets Authority. In the meantime, Chrome users had to manually go into the browser's settings or use extensions to block third-party cookies.

Privacy Sandbox finally began rolling out this year, but Google is starting small so "developers can test their readiness for a web without third-party cookies.”

Recommended by Our Editors

During the test, Google will roll out the Tracking Protection by randomly selecting users, who will receive a notification on the Chrome browser on either desktop or Android devices. “And that’s it! As you browse the web, third-party cookies will be restricted by default, limiting the ability to track you across different websites,” the company added. 

Still, it’s possible the Tracking Protection could cause some cookie-dependent websites to malfunction. So users will be able to shut it off in the event issues arise. “If a site doesn’t work without third-party cookies and Chrome notices you’re having issues — like if you refresh a page multiple times — we’ll prompt you with an option to temporarily re-enable third-party cookies for that website from the eye icon on the right side of your address bar,” the company said.

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Wed, 13 Dec 2023 10:01:00 -0600 en text/html
Google Chrome to test restricting third-party cookies soon before ditching them for good

Google Chrome logo on a phone screen.

  • Google is dipping its toes into the cookie-less future with a 1% test group starting January 4.

  • The Tracking Protection test is part of Google's Privacy Sandbox initiative to ditch third-party cookies for everyone by the second half of 2024, assuming the UK's Competition and Markets Authority approves it.

  • If you're lucky enough to be picked for Google's trial, you'll receive a notification when you open Chrome on desktop or Android.

Google is still on track to kick third-party cookies to the curb in Chrome starting in 2024, and the next step is to restrict those trackers to a small set of users on January 4.

This limitation marks Google's first punch in the fight against third-party cookies, according to the company's blog post. In Q1 2024, it'll test the waters by default-blocking those cookies for 1% of Google Chrome users. If you're randomly chosen for the test, a notification will pop up when you open Chrome on desktop or Android.

If you're on a site that doesn't work without third-party cookies, Chrome's got your back. If the browser senses you're stuck in a refresh loop, it'll give you the option to temporarily switch third-party cookies back on.

Google chrome notification for disabling third-party cookies by default

If all goes well, by Q3 2024, it's a gradual goodbye to third-party cookies for everyone, though it depends on Google's consultation with the UK's Competition and Markets Authority (CMA).

Google built its own alternative to third-party cookies, called "privacy sandbox." Instead of stalking you site by site, it does some on-device processing to figure out your interests. Google then shares that information with advertisers so they can hit you up with ads that tickle your fancy without snooping on your entire browsing history.

Since 2020, the search giant has been talking about this grand scheme for Chrome to shut down those nosy cookies that track you across the web. Google claimed that it would make the full transition within two years.

Three years down the line, Google's plan to swap out third-party cookies with something called Federated Learning of Cohorts hasn't quite taken off. Competitors and regulators are all up in arms over concerns that this move might give Google an unfair advertising edge.

Google put off its plan twice due to the CMA flagging its privacy sandbox, with regulators suggesting that it might be a tad too much power for Google in the online ad business. As a result, the Mountain View-based company has teamed up with the CMA to tweak the privacy sandbox and address antitrust concerns.

Meanwhile, other web browsers like Firefox and Safari have been blocking third-party cookies, which are notorious for shadowing your every move online.

Wed, 13 Dec 2023 19:00:00 -0600 en-US text/html
Google to test new feature limiting advertisers' use of browser tracking cookies

(Reuters) - Alphabet's Google said on Thursday it will begin testing a new feature on its Chrome browser as part of a plan to ban third-party cookies that advertisers use to track consumers.

The search giant is set to roll out the feature, called Tracking Protection, on Jan. 4 to 1% of Chrome users globally, that will restrict cross-site tracking by default.

Google plans to completely phase out the use of third-party cookies for users in the second half of 2024.

The timeline, however, is subject to addressing antitrust concerns raised by UK's Competition and Markets Authority (CMA), Google said.

The CMA has been investigating Google's plan to cut support for some cookies in Chrome, because the watchdog is worried it will impede competition in digital advertising, as well as keeping an eye on the company's biggest moneymaking segment, advertising.

Cookies are special files that allow websites and advertisers to identify individual web surfers and track their browsing habits.

The European Union antitrust chief Margrethe Vestager also said in June that the agency's investigations into Google's introduction of tools to block third-party cookies - part of the company's "Privacy Sandbox" initiative - would continue.

Advertisers have said the loss of cookies in the world's most popular browser will limit their ability to collect information for personalizing ads and make them dependent on Google's user databases.

Brokerage BofA Global Research said in a note on Thursday that phasing out of cookies will give more power to media agencies, especially those that are capable of providing proprietary insights at scale to advertisers.

(Reporting by Harshita Mary Varghese in Bengaluru; Additional reporting by Jaspreet Singh and Chavi Mehta; Editing by Shinjini Ganguli)

Wed, 13 Dec 2023 21:50:00 -0600 en-US text/html
Last year was a tough period for African growth stage startups and 2024 presents mixed bag

Last year presented a tough period for African tech startups. Venture capital was hard to bag (as predicted earlier), bridge and down rounds became the norm, and news of fire sales, layoffs and startup closures reverberated across the continent.

With the overall amount of VC funding raised in Africa dipping significantly across the year, according to initial reports, after steady growth over the last decade (and the windfall of the previous two years), startups and scale-ups in the continent have suffered far-reaching consequences. Unshockingly, while capital became elusive from all fronts, growth-stage companies in Africa bore the brunt of the market correction, hot on the heels of a season of bountiful funding and high valuations.

Companies such as South Africa’s WhereIsMyTransport, a mobility startup, and Sendy, a Kenyan logistics company, shut down after failing to raise fresh funding. WhereIsMyTransport had raised $27 million from VC heavyweights, including Google, SBI Investment and Toyota Tsusho Corporation. Sendy also counted Toyota in its investor lineup, which also had Atlantica Ventures leading its $20 million Series B round in 2020.

Tens of other growth-stage companies found it hard to survive and were forced to scale back operations as investors changed tune from “growth at all costs” to profitability. Scaling down is unavoidable sometimes, according to seasoned entrepreneur Ken Njoroge, co-founder of Cellulant, a payments company.

“If the entrepreneurs hunker down and fix the unit economics and thrive, they can come out of the gates really battle-hardened and have the ability to operate lean. This can be a source of lasting competitive advantage,” said Njoroge.

Chipper Cash, a fintech, conducted more rounds of layoffs as the cash crunch continued with the tough times worsened by the collapse of FTX and Silicon Valley Bank, the institutions that led its $250 million Series C and extension round in 2021 and which would have presumably been of aid in tough times. Cellulant also opted for a leaner, “product-led growth strategy,” dropping 20% of their employees. Ghanaian health tech mPharma laid off 150 people, too.

The carnage extended to B2B e-commerce businesses, including Copia Global, which exited the Uganda market and laid off 700 people. Twiga shattered its sales and in-house delivery divisions, releasing hundreds of employees, while MarketForce exited all but one of its markets. Nigeria’s Alerzo downsized too. Wasoko and MaxAB are exploring consolidation in a bid for survival.

Why the strife?

The aforementioned companies, and many others, have historically sourced their funding outside the continent, with just a handful of Africa-focused funds able to write big checks. Data shows that most venture funding in Africa comes from foreign VCs (about 77%), which is untenable for the ecosystem’s growth. This has been proven true as the well-backed foreign VCs that trooped the continent over the last few years rescinded.

These VCs, with no obligation to invest in Africa, are holding off making new investments to refocus on their primary markets. They have become more selective on who they back, making huge checks hard to come by for African enterprises.

Njoroge said founders need to be aware of the funding gap: “We don’t have an abundance of capital [and] creating customer value and driving revenue is the most reliable source of funding a business. Businesses need to get very good at that to survive all seasons, including the funding winter that is there today and will be for a while.”

What other sources of funding are available?

Andreata Muforo, TLcom partner, says African companies can raise from private equity funds that invest in late-stage VC companies, take up debt or raise bridge financing from their investors. However, she underlines that a bridge round would only be possible in these challenging times if the companies have African investors committed to the ecosystem in all seasons.

“Bridge rounds can also help bring in investors who are interested in investing but cannot lead a round. So, at attractive and reasonable terms, founders can attract them to participate earlier,” she said.

Meanwhile, as founders explore funding options to remain afloat, Mareme Dieng, the Africa lead at 500 Global, highlighted the importance of investor support in ensuring portfolio companies continue to focus on their customers and the path to profitability.

“We should be planning and executing with the assumption that market conditions will not improve. I expect that we will be pushing our portfolio companies in Africa to assume that market conditions are to remain challenging in 2024 and that they should continue the initial course set in 2023 to focus on profitability and value to customers,” said Dieng.

Muforo added that companies must also have an efficient working capital strategy, including ensuring higher margin products or services, renegotiating credit terms with debtors and creditors, and optimizing inventory management.

Litmus test

However, it’s not all gloom for the ecosystem, as the funding downtime acts as a litmus test for what works or doesn’t work in Africa. If anything, the tough times have, for instance, revealed that B2B e-commerce companies have mostly had unfavorable unit economics and high burn rates. This has called for new approaches that certain higher margins to make money, like optimizing logistics or selling high-profit margin goods. Huge funding rounds, it has been revealed, cannot be used to cover flawed business models.

Njoroge said founders need to study their markets first to know what works, adding that founders need not be too quick to raise funding and should go for very little of it to get product-market-fit (PMF) and go-to-market fit (GMF). This is to establish profitability first and only raise to grow. He argues that building a large company in Africa takes time, often outside the time span of most foreign funds.

“This is a much gentler, measured and longer process than the time frames studied in more mature ecosystems,” said Njoroge.

Building in Africa also means that to create a large market, operating in multiple countries is inevitable, demanding adaptable business models.

“This typically means that the journey of finding product-market fit and go-to-market fit takes longer than in the U.S. Customer trust takes longer to build. Talent depth and breadth take longer to build because it is a young ecosystem,” he said.

African countries are also diverse and have unique challenges and opportunities. There are specific macroeconomic, operational, social and cultural factors to keep in mind when scaling up, according to Olugbenga Agboola (GB), Flutterwave co-founder and CEO. “Companies growing across Africa should always pay attention to the local aspects in their growth strategies,” said Agboola.

An opportune time

The funding winter means businesses must re-think their strategies, stay lean and pay much focus on business fundamentals. Experts say this is the time to separate the grain from the chaff and the best time for established businesses to thrive. MaryAnne Ochola, the managing director of Endeavor Kenya, believes that the surviving companies now contend with less competition for customers and talent. She noted that it is also the best time to build resilience as a founder.

“Building in a low resource environment forces founders to be scrappy in ways that when the markets turn, it will place them in good stead,” she said.

Besides, the return of sobriety in the VC ecosystem will allow the building of a more sustainable ecosystem, according to Muforo. She anticipates that there will be fewer exits in 2024 owing to the scaled-down growth emanating from the funding crunch.

On the other hand, Agboola expects that “the IPO window could open a little bit.” He foresees a rebound in funding driven by unallocated funding, but he adds that it may not reach the levels of 2020/21. Njoroge, too, anticipates more deployment of African capital, while Ochola expects the market for later rounds to remain sluggish as deal activity for early-stage funding grows.

Thinking about exits

The success of growth-stage companies is often tied to exits through acquisition or going public. Regardless of whether there’s a potential rebound in venture capital or not, African growth-stage companies risk becoming “zombies,” meaning they have substantial revenues but struggle to attract M&A interest or surpass their current valuations. Africa faces challenges in this respect, having the fewest exit options and buyers for tech startups compared to other global VC markets. Despite over a decade of consistent venture capital inflow, the African tech ecosystem has seen only a handful of notable acquisitions, such as Instadeep to BioNTech, Paystack to Stripe, DPO Group to Network International and Fundamo to Visa.

In a scenario where venture capital remains scarce and global companies aren’t stepping to the rescue, growth- and late-stage companies in Africa may consider other strategic moves such as buying out their investors, exploring mergers, diversifying funding sources through options like venture debt and private equity, or opting for an IPO.

Flutterwave, Africa’s largest startup by valuation, has been in the headlines for its IPO plans over the past year, addressing several allegations along the way. Flutterwave’s journey is closely observed, just like its counterpart Interswitch years ago, and as the company actively improves its corporate governance practices, there is heightened anticipation for it to demonstrate that foreign investors’ investment in the continent is well-placed.

So far, the Tiger- and Avenir-backed fintech has displayed intent. It’s trying to make its business more attractive in the U.S. by acquiring 13 money transmission licenses to power its Send app while adding executives from global firms such as Binance, PayPal, Western Union and CashApp to its team.

Navigating founder and investor dynamics

The significance of the investors brought on board by growth-stage companies cannot be overstated, as they can play a pivotal role in either propelling a company to, for instance, go public or bring it down to earth. A notable example is the case of 54gene, an African genomics startup that closed its doors last September.

There were several reasons for 54gene’s demise, ranging from executives commanding high salaries to the capital-intensive nature of the business. However, one that went under the radar was the terms of the bridge deal 54gene struck after raising $45 million. The round saw its valuation drop two-thirds at a 3-4x liquidation preference. 

Such terms, once rare during the venture capital boom, have become commonplace in the current fundraising environment. However, cap tables with below-normal ownership for active founders impact future raises and may necessitate restructuring to attract additional capital. 

In instances like these, Muforo aptly captures the dynamics at play:

When VCs are aggressive with terms it is most likely that things have gone sideways in the business strategy implementation, use of capital, or the previous terms no longer match the business’ current and expected growth trajectory. If a company is well-run, is operating in an attractive space and has significant upside, a business should have more funding options and unlikely that one investor would prey. Clearly what was happening in 2021/22 was not only sided in favor of the founders but also was not sustainable as we have come to see. We saw high valuations that were not substantiated by company performance, and there was neglect for proper governance structures. That’s not how you build a sustainable ecosystem and many of such companies are unravelling as seen in down rounds, and incidences of bad governance.

According to Muforo, growth-stage founders should conduct thorough research on potential investors before bringing them on board. This involves understanding all investment terms, seeking legal advice, and discussing an ESOP structure tied to milestones. In situations with challenging terms, Muforo advises growth-stage founders to raise the appropriate amount of capital for their next milestones, avoid excess and implement cost-cutting measures to extend their runway.

However, the responsibility goes both ways. When investors are excessively founder-friendly, neglect due diligence or fail to establish internal corporate governance controls, the African tech ecosystem may experience implosions akin to Dash. The Ghanaian fintech raised over $50 million but ultimately shut down due to allegations of the founder misreporting financials and mismanaging funds. Both events underscore the importance of a balanced and transparent relationship between African founders and investors for the health and sustainability of the tech ecosystem.

Thu, 04 Jan 2024 18:12:00 -0600 en-US text/html
Google Unveils Gemini AI Model. We Put It to the Test.

The battle for AI supremacy intensified Wednesday with Google’s much anticipated launch of Gemini, the company’s most advanced artificial intelligence software model. A version of the new software is already included in the company’s Bard chatbot, with the most sophisticated version of Gemini set to launch in early 2024.

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Wed, 06 Dec 2023 08:52:00 -0600 en-US text/html

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