PPC PPC Campaign Structure and Planning 1 — Questions and Answers
Question 1: What is the recommended account structure hierarchy in Google Ads from top to bottom?
- Account → Campaign → Ad Group → Ad (Correct answer)
- Campaign → Account → Ad → Ad Group
- Ad Group → Campaign → Account → Ad
- Ad → Ad Group → Account → Campaign
Correct answer: Account → Campaign → Ad Group → Ad
Google Ads uses a four-level hierarchy: Account, then Campaigns, then Ad Groups, then individual Ads.
Question 2: Which campaign type is best suited for reaching users actively searching for your product on Google Search?
- Search campaign (Correct answer)
- Display campaign
- Video campaign
- App campaign
Correct answer: Search campaign
Search campaigns show text ads to users who type relevant queries into Google Search, making them ideal for capturing active demand.
Question 3: What does SKAGs stand for in PPC campaign management?
- Single Keyword Ad Groups (Correct answer)
- Shared Keyword Ad Groups
- Structured Keyword Ad Groups
- Segmented Keyword Ad Groups
Correct answer: Single Keyword Ad Groups
SKAGs (Single Keyword Ad Groups) place one keyword per ad group to maximize ad relevance and Quality Score.
Question 4: What is the primary purpose of ad scheduling (dayparting) in PPC campaigns?
- Show ads only during times when conversions are most likely (Correct answer)
- Reduce the total number of ads served
- Increase the daily budget automatically
- Pause underperforming keywords
Correct answer: Show ads only during times when conversions are most likely
Ad scheduling lets advertisers restrict or adjust bids for specific days and hours to maximize ROI during high-conversion windows.
Question 5: Which match type requires a search query to contain the exact keyword phrase with no additional words in between?
- Exact match
- Phrase match (Correct answer)
- Broad match
- Broad match modifier
Correct answer: Phrase match
Phrase match triggers ads when the search query contains the keyword phrase in the same order, though additional words can appear before or after.
Question 6: What is a campaign-level shared budget in Google Ads?
- A budget pool distributed automatically across multiple campaigns (Correct answer)
- A fixed daily budget applied to a single campaign
- A budget shared between ad groups within one campaign
- A monthly budget cap set at the account level
Correct answer: A budget pool distributed automatically across multiple campaigns
A shared budget lets Google automatically distribute a single budget across multiple campaigns to maximize overall performance.
PPC PPC Campaign Structure and Planning 1
What is the recommended account structure hierarchy in Google Ads from top to bottom?