GMC GMC Paid Media & Performance Advertising 2 — Questions and Answers
Question 1: Which paid media channel is typically most effective for B2B growth marketers targeting professional decision-makers in the US?
- TikTok Ads
- LinkedIn Ads (Correct answer)
- Snapchat Ads
- Pinterest Ads
Correct answer: LinkedIn Ads
LinkedIn Ads offer professional targeting by job title, company size, and industry, making it most effective for reaching B2B decision-makers.
Question 2: What is 'remarketing' in digital paid advertising?
- Running ads on multiple platforms simultaneously
- Showing ads to users who previously visited your website or engaged with your brand (Correct answer)
- Increasing ad bids during peak traffic hours
- Targeting users who have never heard of your brand
Correct answer: Showing ads to users who previously visited your website or engaged with your brand
Remarketing targets users who already interacted with your brand, re-engaging warm audiences who are more likely to convert.
Question 3: A growth marketer sees a high CTR but low conversion rate on a paid search campaign. What is the most likely cause?
- The ad headline is too short
- There is a disconnect between ad messaging and the landing page experience (Correct answer)
- The campaign budget is too high
- The target audience is too narrow
Correct answer: There is a disconnect between ad messaging and the landing page experience
High CTR with low conversion signals that users click expecting something the landing page doesn't deliver, creating a message mismatch.
Question 4: In Google Ads, what is the difference between 'broad match' and 'exact match' keyword targeting?
- Broad match limits ads to the precise keyword; exact match expands to related terms
- Broad match shows ads for related and similar queries; exact match shows ads only for that specific keyword or close variants (Correct answer)
- Broad match is used for display ads only; exact match is for search ads only
- There is no difference in modern Google Ads campaigns
Correct answer: Broad match shows ads for related and similar queries; exact match shows ads only for that specific keyword or close variants
Broad match triggers ads on related searches for wider reach, while exact match restricts ads to the specific keyword and close variants for precise targeting.
Question 5: What is 'attribution modeling' in paid media analytics?
- The process of designing ad creative templates
- A framework for assigning credit to touchpoints in a customer's path to conversion (Correct answer)
- A method for calculating total ad spend across platforms
- A targeting strategy that uses demographic data
Correct answer: A framework for assigning credit to touchpoints in a customer's path to conversion
Attribution modeling determines how conversion credit is distributed across the multiple touchpoints a customer interacts with before converting.
Question 6: Which metric is most important for evaluating the efficiency of a top-of-funnel paid awareness campaign?
- Cost per acquisition (CPA)
- Cost per thousand impressions (CPM) and brand lift (Correct answer)
- Return on ad spend (ROAS)
- Revenue per lead
Correct answer: Cost per thousand impressions (CPM) and brand lift
Awareness campaigns prioritize reach and brand lift over direct conversions, making CPM and brand lift the most relevant efficiency metrics.
GMC GMC Paid Media & Performance Advertising 2
Which paid media channel is typically most effective for B2B growth marketers targeting professional decision-makers in the US?