SEM, Display & Programmatic Ads Flashcards
7 cards from real CPM practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 SEM, Display & Programmatic Ads flashcards as text
In display advertising, what distinguishes contextual targeting from audience targeting?
Answer: Contextual targeting matches ads to page content; audience targeting matches ads to user profiles
Contextual targeting places ads based on the content/topic of the webpage being viewed, while audience targeting follows users based on their behavioral or demographic profiles.
What is the primary advantage of using broad match modified (or close-variant broad match) keywords in Google Ads?
Answer: Wider reach while maintaining more control than pure broad match
Broad match (with close variant behavior) captures a wider range of relevant search queries beyond exact phrasing, balancing reach and relevance.
Which data type is considered 'first-party' in the context of programmatic audience targeting?
Answer: Customer data collected directly by the advertiser from their own properties
First-party data is information an advertiser collects directly from their own website, CRM, or app, making it the most accurate and privacy-resilient data type.
A campaign has a high CTR but very low conversion rate. What is the most likely issue?
Answer: There is a mismatch between ad messaging and the landing page experience
A high CTR paired with low conversions typically signals that users click expecting one thing but find the landing page fails to deliver on the ad's promise.
What is 'header bidding' in programmatic advertising?
Answer: A method where publishers offer inventory to multiple ad exchanges simultaneously before calling the ad server
Header bidding allows publishers to run a unified auction across multiple demand sources simultaneously, maximizing competition and yield before the ad server renders a decision.
Which Google Ads feature allows advertisers to serve different ad messages to users based on what they previously searched or viewed on their site?
Answer: Remarketing Lists for Search Ads (RLSA)
RLSA lets advertisers adjust bids or serve tailored ads to users who are on remarketing lists when those users subsequently search on Google.
In programmatic buying, what is a 'Private Marketplace' (PMP)?
Answer: An invite-only auction where publishers offer premium inventory to select buyers at negotiated floors
A PMP is a curated, invite-only RTB auction that gives preferred buyers access to premium publisher inventory with deal-specific floor prices.