GMC Paid Media & Performance Advertising Flashcards
6 cards from real GMC practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 6 GMC Paid Media & Performance Advertising flashcards as text
What is a 'negative keyword' in Google Ads and why is it important for growth marketers?
Answer: A keyword added to prevent ads from showing on irrelevant searches, reducing wasted spend
Negative keywords exclude irrelevant searches from triggering your ads, improving targeting precision and reducing wasted ad budget.
In performance advertising, what does 'incrementality testing' measure?
Answer: The true causal impact of advertising by comparing exposed vs. unexposed groups
Incrementality testing isolates the true lift from advertising by measuring outcomes for users who saw ads versus a holdout control group.
A growth marketer is allocating budget between paid search and paid social. Which approach best supports full-funnel growth?
Answer: Use paid social for awareness and consideration, paid search for intent-based conversion capture
A full-funnel approach uses paid social to build awareness and consideration among new audiences while paid search captures users actively searching to convert.
What is 'ad scheduling' (dayparting) and how does it benefit paid media campaigns?
Answer: Showing ads only during times when your target audience is most active or likely to convert
Ad scheduling concentrates spend during peak performance windows, improving efficiency by reaching audiences when they are most likely to take action.
Which paid media optimization practice directly reduces cost per acquisition over time?
Answer: Continuously testing and pausing underperforming ad variations while scaling winners
Systematic testing, pausing losers, and scaling winners iteratively improves campaign performance and drives CPA lower over time.
In paid advertising, what does 'view-through conversion' measure?
Answer: Conversions from users who saw but did not click an ad, then converted later
View-through conversions track users who were exposed to an ad but didn't click, yet later converted, helping measure brand impact beyond direct clicks.