PPC Automation Exam

You'll need to show that you have an understanding of what Pay Per Click (PPC) automation is, what types of automations are available on the main channels (Google and Microsoft), and how these can be leveraged for search marketing and PPC campaigns.

You can expect questions to focus on what learning periods are, what their function is, and why it's a good idea to allow sufficient time for the network to learn. You'll also need to demonstrate an understanding of conversion tracking, and the importance of aligning PPC ad campaign objectives with your business goals.

You'll need to demonstrate that you know the advantages and disadvantages of manual bidding, and how and when automated bidding is a better alternative. You will also need to know and explain the different bid strategy types available.

You can expect questions focusing on the subtle differences between search and non-search automation, including what forms are used in non-search. You'll need to show that you understand the set-up process for both display and video ads, as well as demonstrating that you know what impact your approach has in terms of bid strategy.

You will be expected to show an understanding of the mechanics and strategies involved in Responsive Search ads and Responsive Display ads. You will need to demonstrate an awareness of the benefits and any downsides to using these strategies, and that you understand the importance of your creative, including ad copy.

You'll be asked questions about Smart Campaigns, and the different forms they can take. You'll also be asked about the advantages and disadvantages of each smart approach and their potential impact on your ad campaigns. Finally, you'll be expected to demonstrate an understanding of the mechanics of using Dynamic Search ads.