MAC Campaign Performance Analysis 3

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'?

Accepted Answer

Expected CTR or ad relevance

Answer

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'?

Accepted Answer

When multiple channels each take credit for the same conversion

Answer

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?

Accepted Answer

$16,000

Answer

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?

Accepted Answer

Engagement Rate

Answer

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?

Accepted Answer

Apply a negative bid adjustment for mobile to reallocate budget toward desktop

Answer

A negative mobile bid adjustment reduces spend on lower-converting mobile traffic and shifts budget to better-performing desktop.

(MAC) Marketing Analytics Certification Practice Test

(MAC) Marketing Analytics Certification Practice Test

MAC Campaign Performance Analysis 3