PPC PPC 4 — Questions and Answers
Question 1: A PPC manager wants to prevent ads from showing to users who already converted. Which audience feature should they use?
- Similar Audiences
- Customer Match upload
- Remarketing lists with 'Exclude' setting (Correct answer)
- In-market audience targeting
Correct answer: Remarketing lists with 'Exclude' setting
Adding converted users to a remarketing list and setting that list as an exclusion prevents wasting budget on users who already completed the goal.
Question 2: What does 'view-through conversion' measure in display advertising?
- Conversions from users who clicked the ad and then converted later
- Conversions from users who saw the ad but never clicked it, then converted via another channel (Correct answer)
- The total number of times a display ad was viewed
- Conversions attributed to video ads viewed to completion
Correct answer: Conversions from users who saw the ad but never clicked it, then converted via another channel
View-through conversions count users who were exposed to a display ad impression but did not click, then later converted within the lookback window.
Question 3: What is the main risk of setting bids too low in a competitive Google Ads auction?
- The campaign will be suspended for low spend
- The ads may rarely or never appear due to insufficient Ad Rank (Correct answer)
- Quality Score will automatically decrease
- The account will be flagged for bid manipulation
Correct answer: The ads may rarely or never appear due to insufficient Ad Rank
If bids are too low, your Ad Rank won't be high enough to win auctions, resulting in low impression share and minimal ad exposure.
Question 4: Which of the following best describes 'attribution modeling' in PPC?
- The process of setting conversion values for different product categories
- A framework for assigning credit to the marketing touchpoints that led to a conversion (Correct answer)
- A method for calculating expected CTR before a campaign launches
- A bidding strategy that distributes budget across multiple channels
Correct answer: A framework for assigning credit to the marketing touchpoints that led to a conversion
Attribution models determine how conversion credit is distributed across the multiple ad interactions a customer had before converting.
Question 5: An advertiser's campaign targeting the US is seeing strong performance from New York but poor results from Texas. What is the best optimization action?
- Pause the entire campaign and start a new one targeting New York only
- Add a negative keyword for Texas
- Apply a negative bid adjustment for Texas or exclude it as a location (Correct answer)
- Increase the daily budget to compensate for poor Texas performance
Correct answer: Apply a negative bid adjustment for Texas or exclude it as a location
Applying a negative bid adjustment reduces spend in underperforming locations while keeping the campaign active in high-performing ones.
Question 6: What is the purpose of using 'Callout Extensions' in Google Ads?
- To add clickable phone numbers to search ads
- To highlight specific benefits or features of the product or service in short text snippets (Correct answer)
- To direct users to specific pages within the website
- To display star ratings from customer reviews
Correct answer: To highlight specific benefits or features of the product or service in short text snippets
Callout extensions add short, non-clickable text snippets to ads that highlight key selling points like 'Free Shipping' or '24/7 Support'.
Question 7: In PPC, what does the term 'conversion window' refer to?
- The time of day when conversions are most likely to occur
- The time period after an ad click during which a conversion is counted (Correct answer)
- The landing page section that contains the conversion form
- The geographic region where conversions are tracked
Correct answer: The time period after an ad click during which a conversion is counted
The conversion window is the maximum number of days after an ad click that a subsequent conversion will be attributed to that click.
PPC PPC 4
A PPC manager wants to prevent ads from showing to users who already converted.
Which audience feature should they use?