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Campaign Optimization and ROI Flashcards

7 cards from real SEM practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

Read the first 7 Campaign Optimization and ROI flashcards as text

  1. What is the primary purpose of using dayparting (ad scheduling) in a SEM campaign?

    Answer: To concentrate budget during hours when conversions are most likely

    Dayparting focuses spend on periods with historically higher conversion rates, improving overall campaign efficiency and ROI.

  2. An e-commerce campaign shows mobile clicks are 60% of total but contribute only 25% of revenue. What adjustment is most appropriate?

    Answer: Apply a negative bid adjustment for mobile devices

    A negative mobile bid adjustment reduces how much you pay for mobile clicks, reflecting their lower conversion value relative to desktop.

  3. Which bidding strategy automatically sets bids to get as many conversions as possible within a set daily budget?

    Answer: Maximize Conversions

    Maximize Conversions uses machine learning to set bids that generate the most conversions within the campaign's budget without a CPA constraint.

  4. When should an advertiser switch from Maximize Conversions to Target CPA bidding?

    Answer: After accumulating enough conversion data to give the algorithm a reliable signal

    Target CPA requires sufficient historical conversion data (typically 30+ conversions in 30 days) for the algorithm to accurately predict and control costs.

  5. A campaign has a high average position but a low conversion rate. What is the most likely issue?

    Answer: Landing page experience or audience-message mismatch

    Strong ad position shows the campaign is winning auctions, so the conversion problem likely lies with what happens after the click—the landing page or offer.

  6. What is the formula for Return on Ad Spend (ROAS)?

    Answer: Revenue from ads / Cost of ads

    ROAS = Revenue generated from advertising divided by advertising cost, expressed as a ratio or percentage.

  7. Which of the following is a leading indicator that a campaign may be overspending on branded terms with high organic presence?

    Answer: High branded keyword spend with minimal incremental lift in conversions

    If branded keywords generate conversions that would have occurred organically anyway, the paid spend is not truly incremental, indicating potential wasted budget.