GMC Paid Media & Performance Advertising Flashcards

In paid search advertising, what does 'Quality Score' primarily influence?

Answer: Your ad's cost-per-click and ad rank position

Quality Score affects both your cost-per-click and ad rank, meaning higher scores lead to lower costs and better positions.

Which paid media bidding strategy is most aligned with a growth marketer's goal of maximizing conversions within a fixed budget?

Answer: Target CPA (Cost Per Acquisition) bidding

Target CPA bidding uses machine learning to automatically set bids that maximize conversions at or below your desired cost per acquisition.

What is 'ad frequency' in paid media campaigns and why should growth marketers monitor it?

Answer: The average number of times one person sees your ad, which impacts ad fatigue

Ad frequency tracks how many times a single user sees your ad; excessive frequency leads to ad fatigue and declining performance.

A growth marketer is running a Facebook Ads campaign. Which audience targeting option reaches people most similar to existing customers?

Answer: Lookalike audiences

Lookalike audiences use existing customer data to find new users who share similar characteristics and behaviors.

What is the primary purpose of A/B testing ad creatives in a paid media campaign?

Answer: To identify which ad variation drives better performance metrics

A/B testing ad creatives identifies which version generates better CTR, conversions, or ROAS, enabling data-driven optimization.

In paid advertising, what does ROAS stand for and what does it measure?

Answer: Return on Ad Spend — measures revenue generated per dollar spent on ads

ROAS (Return on Ad Spend) calculates how much revenue is generated for every dollar spent on advertising.