PPC PPC Audience Targeting and Remarketing 1 — Questions and Answers
Question 1: What is remarketing in PPC advertising?
- Showing ads to users who have previously visited a website or interacted with a brand (Correct answer)
- Targeting users who have never heard of a brand to build awareness
- Re-submitting a disapproved ad after making policy-compliant edits
- Running the same campaign a second time after it ends
Correct answer: Showing ads to users who have previously visited a website or interacted with a brand
Remarketing uses cookies or pixel data to re-engage past website visitors or app users with targeted ads as they browse other sites or search Google.
Question 2: What is a Customer Match audience in Google Ads?
- An audience built by uploading a list of customer emails, phones, or addresses that Google matches to signed-in users (Correct answer)
- An audience automatically created from Google Analytics behavior data
- A lookalike audience generated from a remarketing list
- An audience segment based on in-market purchase intent signals
Correct answer: An audience built by uploading a list of customer emails, phones, or addresses that Google matches to signed-in users
Customer Match lets advertisers upload first-party CRM data (emails, phone numbers, addresses) which Google matches to its users to enable precise targeting or exclusions.
Question 3: What is the difference between RLSA (Remarketing Lists for Search Ads) and standard Search campaign targeting?
- RLSA allows bid adjustments or ad customization specifically for users who have visited the site before when they search on Google (Correct answer)
- RLSA only serves ads on the Display Network, not Search
- RLSA targets users by demographic instead of search intent
- RLSA replaces keyword targeting entirely with audience-based targeting
Correct answer: RLSA allows bid adjustments or ad customization specifically for users who have visited the site before when they search on Google
RLSA overlays remarketing audiences onto Search campaigns, letting advertisers bid higher, show different ads, or expand match types only for past site visitors who are actively searching.
Question 4: What is an 'in-market audience' in Google Ads?
- Users whom Google has identified as actively researching or considering purchasing a specific category of products or services (Correct answer)
- Users who have made a purchase on an advertiser's website in the past 30 days
- Users who match a specific demographic profile like age and income bracket
- Users who have watched a related YouTube video in the last 7 days
Correct answer: Users whom Google has identified as actively researching or considering purchasing a specific category of products or services
In-market audiences are built by Google using browsing behavior, search queries, and content interactions to identify users showing active purchase intent in specific categories.
Question 5: What is 'audience layering' in PPC campaigns?
- Combining multiple audience segments with keywords or other targeting criteria to reach a more specific user group (Correct answer)
- Stacking ad groups on top of each other to increase impression frequency
- Adding audience exclusions to remove irrelevant users from a campaign
- Creating separate campaigns for each demographic segment
Correct answer: Combining multiple audience segments with keywords or other targeting criteria to reach a more specific user group
Audience layering applies one or more audience segments alongside keyword or placement targeting, allowing advertisers to refine who sees ads with greater precision.
Question 6: What is a 'similar audiences' (or similar segments) feature in Google Ads?
- Automatically generated audiences of new users who share characteristics with an existing remarketing or customer list (Correct answer)
- A feature that duplicates an existing audience list for use in a new campaign
- A tool that merges two separate audience lists into one combined segment
- An audience built from users with similar keyword search behavior
Correct answer: Automatically generated audiences of new users who share characteristics with an existing remarketing or customer list
Similar audiences use machine learning to find new users whose online behaviors resemble those of an advertiser's existing remarketing lists, expanding reach to high-potential prospects.
PPC PPC Audience Targeting and Remarketing 1
What is remarketing in PPC advertising?