CPM SEM, Display & Programmatic Ads 3 — Questions and Answers
Question 1: What is a Demand-Side Platform (DSP) primarily used for?
- Selling ad inventory to the highest bidder
- Buying digital ad inventory across multiple ad exchanges programmatically (Correct answer)
- Managing organic search rankings
- Creating ad creatives for display campaigns
Correct answer: Buying digital ad inventory across multiple ad exchanges programmatically
A DSP enables advertisers to purchase display, video, and other ad inventory through a single interface by connecting to multiple ad exchanges and supply-side platforms.
Question 2: Which metric best measures the efficiency of a paid search campaign's ability to generate revenue?
- Click-Through Rate (CTR)
- Cost Per Click (CPC)
- Return on Ad Spend (ROAS) (Correct answer)
- Impression Share
Correct answer: Return on Ad Spend (ROAS)
ROAS measures revenue generated per dollar of ad spend, making it the most direct metric for evaluating revenue efficiency in paid search.
Question 3: In SEM, what is 'ad scheduling' (dayparting)?
- Splitting ad budget evenly across all days of the week
- Adjusting bid modifiers or running ads only during specific hours or days (Correct answer)
- Rotating multiple ad creatives within a single ad group
- Setting a lifetime budget cap for a campaign
Correct answer: Adjusting bid modifiers or running ads only during specific hours or days
Ad scheduling (dayparting) allows advertisers to increase bids or activate ads only during times when their target audience is most likely to convert.
Question 4: A Supply-Side Platform (SSP) is primarily used by whom?
- Advertisers looking to buy impressions at scale
- Publishers to manage, sell, and optimize their ad inventory (Correct answer)
- Data brokers to aggregate third-party audience segments
- Creative agencies to build rich-media ad units
Correct answer: Publishers to manage, sell, and optimize their ad inventory
SSPs help publishers maximize yield by connecting their available ad inventory to multiple DSPs and ad exchanges simultaneously.
Question 5: What is the purpose of a 'negative keyword' in a Google Search campaign?
- To boost ad rank for highly competitive terms
- To prevent ads from showing for irrelevant search queries (Correct answer)
- To automatically pause underperforming ad groups
- To increase Quality Score for target keywords
Correct answer: To prevent ads from showing for irrelevant search queries
Negative keywords exclude search queries that are irrelevant to the advertiser's offering, reducing wasted spend and improving campaign relevance.
Question 6: Which programmatic deal type gives a buyer guaranteed access to a publisher's inventory at a fixed CPM before it goes to open auction?
- Open RTB
- Private Marketplace (PMP)
- Programmatic Guaranteed (Correct answer)
- Preferred Deal
Correct answer: Programmatic Guaranteed
Programmatic Guaranteed (also called automated guaranteed) commits both parties to a fixed volume of impressions at a negotiated CPM, combining programmatic efficiency with reservation buying.
Question 7: What does 'impression share' in Google Ads indicate?
- The percentage of impressions your ad received out of the total it was eligible for (Correct answer)
- The ratio of clicks to impressions for your campaign
- The share of ad budget consumed versus total budget
- The percentage of conversions attributed to display impressions
Correct answer: The percentage of impressions your ad received out of the total it was eligible for
Impression share reveals how often your ads showed relative to all the times they were eligible, helping diagnose budget or rank limitations.
CPM SEM, Display & Programmatic Ads 3
What is a Demand-Side Platform (DSP) primarily used for?