Digital Marketing Certificate Paid Search & PPC Advertising 2 — Questions and Answers
Question 1: What is 'remarketing' in Google Ads?
- Redesigning and relaunching previously failed ad campaigns
- Showing targeted ads to people who have previously visited your website or app (Correct answer)
- Marketing the same product to the same audience across multiple platforms
- Sending follow-up emails to users who clicked your ads
Correct answer: Showing targeted ads to people who have previously visited your website or app
Remarketing in Google Ads allows advertisers to show targeted ads specifically to users who have previously visited their website or used their app.
Question 2: What is a 'conversion' in PPC advertising?
- Converting an ad format from text-only to image-based
- A desired user action completed after clicking an ad, such as a purchase or sign-up (Correct answer)
- Converting advertising budget from one currency to another
- Converting one ad campaign type into another campaign format
Correct answer: A desired user action completed after clicking an ad, such as a purchase or sign-up
A conversion occurs when a user completes a desired action after clicking an ad — such as making a purchase, signing up, or submitting a contact form.
Question 3: What is 'ad scheduling' in Google Ads?
- Booking premium ad placements months in advance
- Setting specific days and times when ads will be displayed to users (Correct answer)
- Scheduling automated bid adjustments throughout a campaign
- Planning the creative development timeline for ad assets
Correct answer: Setting specific days and times when ads will be displayed to users
Ad scheduling (dayparting) allows advertisers to choose specific days and times when their ads appear, helping maximize efficiency by targeting peak engagement periods.
Question 4: What is a 'display ad' in digital advertising?
- A text-only advertisement appearing in search engine results
- A visual ad containing images, graphics, or video shown across websites in ad networks (Correct answer)
- An advertisement displayed exclusively on mobile devices
- A product listing ad shown in Google Shopping results
Correct answer: A visual ad containing images, graphics, or video shown across websites in ad networks
Display ads are visual advertisements — banners, images, or video — shown across websites that participate in the Google Display Network or other ad networks.
Question 5: What does 'ROAS' stand for in paid advertising?
- Reach of Advertising Strategy
- Return on Ad Spend (Correct answer)
- Rate of Ad Success
- Revenue Over Average Sales
Correct answer: Return on Ad Spend
ROAS (Return on Ad Spend) measures the total revenue generated for every dollar spent on advertising, serving as a key indicator of campaign profitability.
Question 6: What is 'smart bidding' in Google Ads?
- Manually setting highly competitive bid amounts for key terms
- Using Google's machine learning to automatically optimize bids for conversion goals (Correct answer)
- Bidding aggressively only during known peak traffic hours
- Setting identical bid amounts uniformly across all keywords
Correct answer: Using Google's machine learning to automatically optimize bids for conversion goals
Smart Bidding uses Google's machine learning algorithms to automatically optimize bids in real time for each auction to achieve the advertiser's specified conversion goals.
Digital Marketing Certificate Paid Search & PPC Advertising 2
What is 'remarketing' in Google Ads?