Knowledge Flashcards

What is 'view-through conversion' in display advertising?

Answer: A conversion tracked when a user sees but does not click an ad, then converts later

View-through conversions occur when a user sees your display ad but doesn't click, yet later visits your site and converts within the view-through window.

In Google Ads, what is the 'Auction Insights' report used for?

Answer: Comparing your performance metrics against other advertisers in the same auctions

Auction Insights shows how your performance compares to other advertisers competing in the same auctions, including impression share and overlap rate.

What is 'frequency capping' in display and video campaigns?

Answer: Limiting how many times a specific user sees your ad within a given period

Frequency capping limits how many times a unique user sees your ad in a set time period, preventing ad fatigue.

Which audience targeting option allows you to reach users who have previously visited your website?

Answer: Remarketing lists

Remarketing lists let you target users who have previously interacted with your website or app, keeping your brand top of mind.

What does 'enhanced CPC' (eCPC) do in Google Ads?

Answer: Adjusts manual bids up or down based on the likelihood of a conversion

Enhanced CPC automatically adjusts your manual bids upward or downward in real time based on signals that predict conversion likelihood.

What is the significance of 'first-party data' in modern PPC targeting?

Answer: Data collected directly by the advertiser from their own customers and website visitors

First-party data is information collected directly from your own customers, making it highly accurate and increasingly valuable as third-party cookies phase out.

In PPC account structure, what is the correct hierarchy from broadest to most specific?

Answer: Campaign → Ad Group → Keywords/Ads

Google Ads follows the hierarchy: Account → Campaign → Ad Group → Keywords and Ads, with campaigns controlling budget and settings.