CPM SEM, Display & Programmatic Ads 2

Question 1

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

Accepted Answer

Target ROAS

Answer

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?

Accepted Answer

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

Answer

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?

Accepted Answer

Users who share demographic and behavioral traits with your existing customers

Answer

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?

Accepted Answer

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

Answer

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?

Accepted Answer

Search campaign

Answer

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

(CPM) Certified Professional Marketer Practice Test