SEM, Display & Programmatic Ads Flashcards

Which bidding strategy in Google Ads automatically sets bids to maximize conversion value within a specified budget?

Answer: Target ROAS

Target ROAS (Return on Ad Spend) automatically adjusts bids to maximize conversion value relative to your ad spend target.

In programmatic advertising, what does 'frequency capping' control?

Answer: The number of times a unique user sees an ad within a time period

Frequency capping limits how many times a single user is exposed to the same ad in a given time window to prevent ad fatigue.

What is a 'lookalike audience' in display advertising?

Answer: Users who share demographic and behavioral traits with your existing customers

Lookalike audiences are generated by platforms to find new users whose profiles closely mirror your existing customer or seed audience.

In a real-time bidding (RTB) auction, how is the winning bid price typically determined?

Answer: The winning bidder pays $0.01 above the second-highest bid

RTB auctions typically use a second-price model where the winner pays one cent more than the second-highest bid.

Which Google Ads campaign type is best suited for reaching users actively searching for a product or service?

Answer: Search campaign

Search campaigns show text ads to users who enter relevant queries, making them ideal for capturing active purchase intent.

What does 'viewability' measure in display advertising?

Answer: Whether an ad had the opportunity to be seen by a human user

Viewability measures whether an ad was actually visible on screen (e.g., at least 50% of pixels in view for 1 second for display), ensuring advertisers pay for seen impressions.

An advertiser wants to prevent their ads from appearing on websites with violent content. Which targeting control should they use?

Answer: Brand safety exclusions / content exclusions

Content exclusions and brand safety settings allow advertisers to block ad placements on categories of content that conflict with their brand values.