CPM SEM, Display & Programmatic Ads 3

Question 1

What is a Demand-Side Platform (DSP) primarily used for?

Accepted Answer

Buying digital ad inventory across multiple ad exchanges programmatically

Answer

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?

Accepted Answer

Return on Ad Spend (ROAS)

Answer

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)?

Accepted Answer

Adjusting bid modifiers or running ads only during specific hours or days

Answer

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?

Accepted Answer

Publishers to manage, sell, and optimize their ad inventory

Answer

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?

Accepted Answer

To prevent ads from showing for irrelevant search queries

Answer

Negative keywords exclude search queries that are irrelevant to the advertiser's offering, reducing wasted spend and improving campaign relevance.

(CPM) Certified Professional Marketer Practice Test

(CPM) Certified Professional Marketer Practice Test

CPM SEM, Display & Programmatic Ads 3