GMC Paid Media & Performance Advertising Flashcards

Which paid media channel is typically most effective for B2B growth marketers targeting professional decision-makers in the US?

Answer: LinkedIn Ads

LinkedIn Ads offer professional targeting by job title, company size, and industry, making it most effective for reaching B2B decision-makers.

What is 'remarketing' in digital paid advertising?

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.

A growth marketer sees a high CTR but low conversion rate on a paid search campaign. What is the most likely cause?

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.

In Google Ads, what is the difference between 'broad match' and 'exact match' keyword targeting?

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.

What is 'attribution modeling' in paid media analytics?

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.

Which metric is most important for evaluating the efficiency of a top-of-funnel paid awareness campaign?

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.