SEM PPC Campaign Management 2 — Questions and Answers
Question 1: What does 'impression share' measure in a PPC campaign?
- The percentage of clicks relative to impressions
- The percentage of times your ads were shown out of the total eligible impressions (Correct answer)
- The ratio of conversions to total impressions
- The share of budget spent on each impression
Correct answer: The percentage of times your ads were shown out of the total eligible impressions
Impression share is the percentage of impressions your ads received compared to the total number they were eligible for.
Question 2: In Google Ads, what is the purpose of 'ad scheduling' (also called dayparting)?
- To automatically pause ads when the budget runs out
- To control which days and hours your ads are eligible to appear (Correct answer)
- To schedule automatic bid increases on weekdays
- To set a future launch date for a new campaign
Correct answer: To control which days and hours your ads are eligible to appear
Ad scheduling lets advertisers restrict or adjust bids for specific days and times to reach audiences when they are most likely to convert.
Question 3: A campaign has a CTR of 5% and 2,000 impressions. How many clicks did it receive?
- 50
- 100 (Correct answer)
- 200
- 400
Correct answer: 100
CTR × Impressions = Clicks; 5% × 2,000 = 100 clicks.
Question 4: What is 'remarketing' in the context of PPC advertising?
- Bidding higher on branded keywords
- Showing ads to users who previously visited your website or app (Correct answer)
- Targeting competitors' branded terms
- Re-launching a paused campaign with a new budget
Correct answer: Showing ads to users who previously visited your website or app
Remarketing targets past visitors with tailored ads to encourage them to return and complete a conversion.
Question 5: Which bidding strategy automatically sets bids to maximize the number of conversions within a set budget?
- Maximize Clicks
- Target CPA
- Maximize Conversions (Correct answer)
- Enhanced CPC
Correct answer: Maximize Conversions
Maximize Conversions uses machine learning to get as many conversions as possible within the campaign's daily budget.
Question 6: What is the main advantage of using 'Dynamic Search Ads' (DSAs)?
- They allow manual control of every keyword and headline
- They automatically generate headlines and target searches based on website content (Correct answer)
- They only show ads to users on mobile devices
- They guarantee the top ad position for all queries
Correct answer: They automatically generate headlines and target searches based on website content
DSAs crawl your website to automatically create relevant headlines and match ads to search queries, filling keyword gaps.
Question 7: When evaluating PPC campaign health, a rising Cost Per Conversion (CPA) typically indicates:
- Improved campaign efficiency
- Ads are reaching a broader audience at lower cost
- The campaign is becoming less efficient at generating conversions (Correct answer)
- Click-through rates are improving
Correct answer: The campaign is becoming less efficient at generating conversions
A rising CPA means you are paying more for each conversion, signaling reduced campaign efficiency that requires optimization.
SEM PPC Campaign Management 2
What does 'impression share' measure in a PPC campaign?