PPC PPC Bidding Strategies 1 — Questions and Answers
Question 1: What is the primary goal of the Target ROAS (tROAS) smart bidding strategy?
- Maximize total clicks within a budget
- Achieve a specific return on ad spend by adjusting bids per auction (Correct answer)
- Reduce cost-per-click across all keywords
- Maximize impression share on branded terms
Correct answer: Achieve a specific return on ad spend by adjusting bids per auction
Target ROAS uses machine learning to set bids that aim to achieve your specified revenue return for every dollar spent on ads.
Question 2: Which smart bidding strategy is best suited for an advertiser who wants to drive as many conversions as possible without exceeding their daily budget?
- Target impression share
- Maximize conversions (Correct answer)
- Target CPA
- Enhanced CPC
Correct answer: Maximize conversions
Maximize Conversions automatically sets bids to get the most conversions possible within your specified daily budget, without a target cost-per-acquisition constraint.
Question 3: What is Enhanced CPC (eCPC) in Google Ads?
- A strategy that doubles bids on high-traffic keywords
- A bidding method that automatically adjusts manual bids up or down based on conversion likelihood (Correct answer)
- A fixed CPC set higher than competitors
- A bid cap applied at the ad group level
Correct answer: A bidding method that automatically adjusts manual bids up or down based on conversion likelihood
eCPC modifies your manual CPC bids in real time, increasing them for clicks more likely to convert and decreasing them for less promising clicks.
Question 4: In PPC management, what does 'bid modifier' mean?
- A multiplier applied to your base bid based on targeting dimensions like device, location, or time (Correct answer)
- A keyword-level maximum bid cap
- A penalty applied to low-Quality-Score keywords
- A budget increase triggered by competitor bids
Correct answer: A multiplier applied to your base bid based on targeting dimensions like device, location, or time
Bid modifiers are percentage adjustments applied to your base bid for specific conditions such as device type, geographic location, audience, or time of day.
Question 5: Which bidding strategy should an advertiser use when the primary goal is to appear at the top of the search results page as often as possible?
- Target CPA
- Maximize conversions
- Target impression share (Correct answer)
- Maximize clicks
Correct answer: Target impression share
Target Impression Share is designed to show your ads in a specific location on the SERP (top, anywhere, absolute top) a target percentage of the time.
Question 6: What is portfolio bid strategy in Google Ads?
- A manual bidding approach for large keyword lists
- An automated bid strategy applied across multiple campaigns, ad groups, or keywords (Correct answer)
- A strategy that sets different bids for each product in a Shopping campaign
- A bidding method exclusive to Display campaigns
Correct answer: An automated bid strategy applied across multiple campaigns, ad groups, or keywords
Portfolio bid strategies are automated strategies shared across multiple campaigns, letting Google pool data to optimize toward a single goal for the entire portfolio.
PPC PPC Bidding Strategies 1
What is the primary goal of the Target ROAS (tROAS) smart bidding strategy?