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PPC Campaign Management 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 PPC Campaign Management flashcards as text

  1. What is 'geo-targeting' in PPC advertising?

    Answer: Showing ads only to users in specific geographic locations

    Geo-targeting restricts ad delivery to users in defined locations such as countries, cities, or radius around a point, ensuring budget is spent on the relevant audience.

  2. What is the difference between 'Search Network' and 'Display Network' campaigns in Google Ads?

    Answer: Search Network shows ads on Google search results pages; Display Network shows ads on third-party websites and apps

    Search Network ads appear alongside Google search results in response to queries, while Display Network ads appear as banners on partner websites and apps across the web.

  3. Which metric would BEST indicate whether your PPC ads are reaching a profitable audience segment?

    Answer: Conversion rate by audience segment

    Conversion rate segmented by audience reveals which groups actually take the desired action, indicating whether you are reaching the right users.

  4. What is 'Enhanced CPC' (ECPC) in Google Ads?

    Answer: A bidding option that automatically adjusts manual bids up or down based on the likelihood of conversion

    Enhanced CPC modifies your manual bids in real time, increasing them for clicks more likely to convert and decreasing them for less promising ones.

  5. In PPC, what is the purpose of 'ad extensions' (now called 'assets' in Google Ads)?

    Answer: To add supplementary information to ads, making them larger and more useful to searchers

    Ad extensions expand your ads with additional details like sitelinks, callouts, phone numbers, or location info, increasing visibility and potential CTR.

  6. An advertiser wants to exclude certain websites from showing their Display Network ads. Which tool should they use?

    Answer: Placement exclusions

    Placement exclusions allow advertisers to specifically block their Display ads from appearing on particular websites, apps, or YouTube channels.

  7. What is the key benefit of using 'Responsive Search Ads' (RSAs) over standard expanded text ads?

    Answer: RSAs automatically test multiple headline and description combinations to find the best-performing mix

    RSAs accept up to 15 headlines and 4 descriptions, and Google's machine learning automatically tests combinations to serve the most relevant ad for each query.