Digital Marketing Certificate Paid Search & PPC Advertising 1 — Questions and Answers
Question 1: What does 'PPC' stand for in digital advertising?
- Paid Placement Campaign
- Pay-Per-Click (Correct answer)
- Page Performance Cost
- Platform Promotion Channel
Correct answer: Pay-Per-Click
PPC (Pay-Per-Click) is an online advertising model where advertisers pay a fee each time a user clicks on their advertisement.
Question 2: What is a 'Quality Score' in Google Ads?
- A rating of your website's visual design quality
- Google's metric measuring the quality and relevance of ads, keywords, and landing pages (Correct answer)
- A score reflecting the total number of ad impressions received
- A measure of only the ad's historical click-through rate
Correct answer: Google's metric measuring the quality and relevance of ads, keywords, and landing pages
Quality Score is Google's rating of the relevance and quality of keywords, ads, and landing pages, directly affecting ad position and cost-per-click.
Question 3: What is a 'negative keyword' in Google Ads?
- A keyword associated with negative brand sentiment
- A keyword that prevents your ad from showing for irrelevant search queries (Correct answer)
- A poorly performing keyword that should be removed
- A keyword that was recently deleted from a campaign
Correct answer: A keyword that prevents your ad from showing for irrelevant search queries
A negative keyword prevents your ads from appearing when a search query contains that specific term, helping avoid irrelevant clicks and wasted ad spend.
Question 4: What does 'CPC' stand for in digital advertising?
- Cost Per Campaign launch
- Cost Per Click (Correct answer)
- Click Performance Cost
- Customer Purchase Conversion
Correct answer: Cost Per Click
CPC (Cost Per Click) is the amount an advertiser pays each time a user clicks on their digital advertisement in a PPC campaign.
Question 5: What is an 'ad impression' in digital marketing?
- The emotional impact and memorability of an advertisement
- Each time an advertisement is displayed on a user's screen (Correct answer)
- Each time a user clicks and interacts with an advertisement
- The design quality rating assigned to an advertisement
Correct answer: Each time an advertisement is displayed on a user's screen
An ad impression is counted each time an advertisement is displayed on a screen, regardless of whether the user takes any action or clicks on it.
Question 6: What is 'ad targeting' in PPC advertising?
- The process of writing compelling advertising copy
- Selecting specific audiences who will see your ads based on defined criteria (Correct answer)
- Targeting the highest available advertising budget
- Tracking and analyzing competitor advertising strategies
Correct answer: Selecting specific audiences who will see your ads based on defined criteria
Ad targeting involves selecting specific criteria — demographics, interests, location, keywords, or behavior — to determine which users will be shown your advertisements.
Digital Marketing Certificate Paid Search & PPC Advertising 1
What does 'PPC' stand for in digital advertising?