GMC GMC Paid Media & Performance Advertising 1 — Questions and Answers
Question 1: In paid search advertising, what does 'Quality Score' primarily influence?
- The color of your ad display
- Your ad's cost-per-click and ad rank position (Correct answer)
- The number of keywords in your campaign
- Your daily budget allocation
Correct answer: Your ad's cost-per-click and ad rank position
Quality Score affects both your cost-per-click and ad rank, meaning higher scores lead to lower costs and better positions.
Question 2: Which paid media bidding strategy is most aligned with a growth marketer's goal of maximizing conversions within a fixed budget?
- Manual CPC bidding
- Target CPA (Cost Per Acquisition) bidding (Correct answer)
- CPM bidding
- Engagement-based bidding
Correct answer: Target CPA (Cost Per Acquisition) bidding
Target CPA bidding uses machine learning to automatically set bids that maximize conversions at or below your desired cost per acquisition.
Question 3: What is 'ad frequency' in paid media campaigns and why should growth marketers monitor it?
- The number of keywords per ad group
- The average number of times one person sees your ad, which impacts ad fatigue (Correct answer)
- The click-through rate of an ad
- The time of day an ad is shown
Correct answer: The average number of times one person sees your ad, which impacts ad fatigue
Ad frequency tracks how many times a single user sees your ad; excessive frequency leads to ad fatigue and declining performance.
Question 4: A growth marketer is running a Facebook Ads campaign. Which audience targeting option reaches people most similar to existing customers?
- Interest-based targeting
- Lookalike audiences (Correct answer)
- Broad demographic targeting
- Geographic-only targeting
Correct answer: Lookalike audiences
Lookalike audiences use existing customer data to find new users who share similar characteristics and behaviors.
Question 5: What is the primary purpose of A/B testing ad creatives in a paid media campaign?
- To increase the campaign budget automatically
- To identify which ad variation drives better performance metrics (Correct answer)
- To avoid platform content policies
- To run two campaigns simultaneously on different platforms
Correct answer: To identify which ad variation drives better performance metrics
A/B testing ad creatives identifies which version generates better CTR, conversions, or ROAS, enabling data-driven optimization.
Question 6: In paid advertising, what does ROAS stand for and what does it measure?
- Rate of Ad Spend — measures impressions per dollar
- Return on Ad Spend — measures revenue generated per dollar spent on ads (Correct answer)
- Reach of Ad Set — measures total audience size
- Revenue Over Attributed Sales — measures organic vs. paid split
Correct answer: Return on Ad Spend — measures revenue generated per dollar spent on ads
ROAS (Return on Ad Spend) calculates how much revenue is generated for every dollar spent on advertising.
GMC GMC Paid Media & Performance Advertising 1
In paid search advertising, what does 'Quality Score' primarily influence?