CPM SEM, Display & Programmatic Ads 2 — Questions and Answers
Question 1: Which bidding strategy in Google Ads automatically sets bids to maximize conversion value within a specified budget?
- Target CPA
- Target ROAS (Correct answer)
- Maximize Clicks
- Enhanced CPC
Correct answer: Target ROAS
Target ROAS (Return on Ad Spend) automatically adjusts bids to maximize conversion value relative to your ad spend target.
Question 2: In programmatic advertising, what does 'frequency capping' control?
- The maximum bid price per impression
- The number of times a unique user sees an ad within a time period (Correct answer)
- The geographic targeting radius
- The minimum viewability threshold
Correct 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.
Question 3: What is a 'lookalike audience' in display advertising?
- Users who have previously visited your website
- Users who share demographic and behavioral traits with your existing customers (Correct answer)
- Users who have abandoned their shopping cart
- Users targeted by contextual keyword matching
Correct 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.
Question 4: In a real-time bidding (RTB) auction, how is the winning bid price typically determined?
- The winning bidder pays their full submitted bid
- The winning bidder pays $0.01 above the second-highest bid (Correct answer)
- The winning bidder pays a flat CPM set by the publisher
- The winning bidder pays the average of all submitted bids
Correct 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.
Question 5: Which Google Ads campaign type is best suited for reaching users actively searching for a product or service?
- Display Network campaign
- Video campaign
- Search campaign (Correct answer)
- Performance Max campaign
Correct answer: Search campaign
Search campaigns show text ads to users who enter relevant queries, making them ideal for capturing active purchase intent.
Question 6: What does 'viewability' measure in display advertising?
- The click-through rate of an ad
- Whether an ad had the opportunity to be seen by a human user (Correct answer)
- The reach of an ad across unique users
- The brand lift attributed to an ad impression
Correct 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.
Question 7: An advertiser wants to prevent their ads from appearing on websites with violent content. Which targeting control should they use?
- Negative keyword lists
- Brand safety exclusions / content exclusions (Correct answer)
- Audience suppression lists
- Frequency caps
Correct 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.
CPM SEM, Display & Programmatic Ads 2
Which bidding strategy in Google Ads automatically sets bids to maximize conversion value within a specified budget?