Google Analytics Individual Qualification Practice Exam

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Which user characteristic may not be used to change keyword bids in Google Ads?

Time of day
Location
Device
Ad preference

The correct answer is: Ad preference

The characteristic that may not be used to change keyword bids in Google Ads is ad preference. This aspect does not directly influence how keywords are bid on within the platform. In Google Ads, advertisers have the ability to adjust bids based on various user characteristics such as time of day, location, and device usage. Time of day allows for adjustments that can capitalize on peak traffic hours or reduce bids during off-peak times. Location targeting aids in tailoring bids to different geographical areas, enhancing relevance based on local preferences or behavior. Device targeting enables advertisers to specify bids based on whether users are on a desktop, tablet, or mobile device, recognizing the differences in user behavior across these platforms. Ad preference, on the other hand, refers to the individual settings and choices that users make regarding the types of ads they prefer to see. This characteristic does not provide a measurable way to adjust keyword bids in Google Ads, making it the correct choice in this scenario. Understanding these nuances in the bidding strategy is crucial for optimizing ad performance.