MAC Campaign Performance Analysis 3 — Questions and Answers
Question 1: You are evaluating a paid search campaign and notice the Quality Score has dropped from 8 to 5. Which component is MOST likely causing the drop if landing page experience is rated 'Above Average'?
- Expected CTR or ad relevance (Correct answer)
- Conversion rate
- Impression share
- Cost per click
Correct answer: Expected CTR or ad relevance
Quality Score is composed of Expected CTR, Ad Relevance, and Landing Page Experience; if LP is fine, the issue is in CTR or relevance.
Question 2: In multi-channel campaign analysis, what is 'attribution overlap'?
- When multiple channels each take credit for the same conversion (Correct answer)
- When a single channel drives conversions across multiple devices
- When two campaigns target identical audiences
- When impressions from different channels are counted twice
Correct answer: When multiple channels each take credit for the same conversion
Attribution overlap occurs when several channels independently claim credit for one conversion, inflating total reported conversions.
Question 3: A campaign's Cost Per Mille (CPM) is $8. If it generates 2,000,000 impressions, what is the total media cost?
- $16,000 (Correct answer)
- $1,600
- $160,000
- $8,000
Correct answer: $16,000
Total cost = (Impressions / 1,000) × CPM = 2,000 × $8 = $16,000.
Question 4: Which KPI most directly measures how well a campaign message resonates with the target audience on social media?
- Engagement Rate (Correct answer)
- Reach
- Frequency
- Spend
Correct answer: Engagement Rate
Engagement rate (likes, comments, shares relative to reach) directly reflects how much the audience interacts with and responds to content.
Question 5: A marketer finds that mobile traffic converts at 1.2% while desktop traffic converts at 3.8%. What is the BEST immediate action?
- Apply a negative bid adjustment for mobile to reallocate budget toward desktop (Correct answer)
- Pause all mobile ads permanently
- Increase the overall campaign budget
- Switch bidding strategy to Maximize Impressions
Correct answer: Apply a negative bid adjustment for mobile to reallocate budget toward desktop
A negative mobile bid adjustment reduces spend on lower-converting mobile traffic and shifts budget to better-performing desktop.
Question 6: What does an Impression Share of 45% indicate about a campaign?
- The campaign is missing 55% of eligible impressions it could have received (Correct answer)
- The campaign click-through rate is 45%
- The campaign is winning 45% of ad auctions by a higher bid
- 45% of impressions resulted in user engagement
Correct answer: The campaign is missing 55% of eligible impressions it could have received
Impression Share = impressions received / total eligible impressions, so 45% means the campaign missed 55% of potential exposure.
Question 7: When analyzing a campaign funnel, 'middle-of-funnel' metrics are BEST represented by which of the following?
- Lead form submissions and content downloads (Correct answer)
- Brand awareness reach and impressions
- Final purchases and revenue
- Customer lifetime value
Correct answer: Lead form submissions and content downloads
Middle-of-funnel metrics capture consideration-stage actions like form submissions and content engagement, bridging awareness and conversion.
MAC Campaign Performance Analysis 3
You are evaluating a paid search campaign and notice the Quality Score has dropped from 8 to 5.
Which component is MOST likely causing the drop if landing page experience is rated 'Above Average'?