PPC PPC 5 — Questions and Answers
Question 1: A PPC manager wants to bid differently based on whether a user is browsing on a desktop, tablet, or mobile. What feature enables this?
- Ad scheduling bid modifiers
- Device bid adjustments (Correct answer)
- Audience layering
- Location targeting radius
Correct answer: Device bid adjustments
Device bid adjustments let advertisers increase or decrease bids by percentage for desktops, tablets, and mobile devices separately.
Question 2: What is 'keyword cannibalization' in a PPC account?
- When two competing advertisers bid on the same keyword
- When multiple ad groups or campaigns compete against each other for the same keyword, splitting budget and performance (Correct answer)
- When broad match keywords consume all the budget before exact match gets a chance
- When a keyword has a very low search volume and eats into Quality Score
Correct answer: When multiple ad groups or campaigns compete against each other for the same keyword, splitting budget and performance
Keyword cannibalization occurs when the same or overlapping keywords exist in multiple campaigns, causing internal competition and diluted data.
Question 3: Which Google Ads report would an advertiser use to identify which search queries are being matched by broad match keywords that shouldn't be?
- Auction Insights Report
- Search Terms Report (Correct answer)
- Keyword Planner Report
- Ad Performance Report
Correct answer: Search Terms Report
The Search Terms Report reveals every actual search query that triggered an ad, making it the right tool to identify irrelevant broad match expansions.
Question 4: What is the primary advantage of using 'Auction Insights' in Google Ads?
- It shows the exact bids competitors are using for each keyword
- It allows advertisers to benchmark their impression share and overlap rate against competitors in the same auctions (Correct answer)
- It automatically suggests negative keywords based on competitor ads
- It provides conversion data from competitor campaigns
Correct answer: It allows advertisers to benchmark their impression share and overlap rate against competitors in the same auctions
Auction Insights shows metrics like impression share, overlap rate, and position above rate for competitors who participated in the same auctions as you.
Question 5: An advertiser runs a lead gen campaign and discovers their cost per lead (CPL) is $150 but the business value of each lead is only $50. What is the most appropriate action?
- Increase the daily budget to generate more leads
- Reduce bids, improve targeting, and optimize landing pages to lower CPL toward the target (Correct answer)
- Switch to Target Impression Share bidding
- Add more broad match keywords to increase volume
Correct answer: Reduce bids, improve targeting, and optimize landing pages to lower CPL toward the target
When CPL exceeds the value of a lead, the campaign is unprofitable — the fix is to reduce costs through bid optimization and better targeting, not to spend more.
Question 6: What is the role of a 'landing page experience' in Google Ads Quality Score?
- It tracks how many users called the advertiser from the landing page
- It measures how relevant, transparent, and easy to navigate the landing page is for users who click the ad (Correct answer)
- It calculates the page load speed in milliseconds
- It determines whether the landing page qualifies for ad extensions
Correct answer: It measures how relevant, transparent, and easy to navigate the landing page is for users who click the ad
Landing page experience is one of three Quality Score components and reflects how well the page delivers on the promise of the ad and satisfies user intent.
Question 7: In Google Ads, what does 'Enhanced CPC' (ECPC) do?
- It sets bids automatically without any manual input
- It adjusts manual bids up or down based on the likelihood of a conversion for each auction (Correct answer)
- It evenly distributes the daily budget across all hours of the day
- It removes the need for conversion tracking in campaigns
Correct answer: It adjusts manual bids up or down based on the likelihood of a conversion for each auction
Enhanced CPC is a semi-automated bidding strategy that modifies your manual bids in real time based on signals that predict whether a click is likely to convert.
PPC PPC 5
A PPC manager wants to bid differently based on whether a user is browsing on a desktop, tablet, or mobile.
What feature enables this?