Knowledge Flashcards
7 cards from real PPC practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Knowledge flashcards as text
What is 'geographic targeting' (geo-targeting) in PPC campaigns?
Answer: Showing ads only to users in specific locations such as countries, cities, or radius areas
Geo-targeting allows advertisers to restrict ad delivery to users in specific geographic locations, improving relevance and budget efficiency.
Which type of Google Ads campaign is best suited for reaching users while they browse websites across the internet?
Answer: Display campaign
Display campaigns show visual ads across millions of websites, apps, and Google properties in the Google Display Network.
What is 'attribution modeling' in PPC advertising?
Answer: The rules determining how credit for conversions is assigned to touchpoints in the customer journey
Attribution modeling determines how conversion credit is distributed across the multiple ad interactions a customer had before converting.
What does 'broad match' keyword targeting do in Google Ads?
Answer: Shows ads for searches related to your keyword, including synonyms, misspellings, and related queries
Broad match reaches the widest audience by triggering ads for searches related to your keyword, including synonyms and related concepts.
What is the primary role of ad extensions in Google Search Ads?
Answer: To provide additional information and links that expand the ad and improve visibility
Ad extensions add supplemental information (sitelinks, callouts, phone numbers, etc.) to your ads, increasing their size, visibility, and click-through rate.
In a PPC auction, if two advertisers have the same Ad Rank, how is the winner determined?
Answer: Ad Rank includes enough factors that true ties are resolved by additional signals
Ad Rank incorporates multiple signals including bid, Quality Score, context, and extensions, so Google uses additional signals to resolve ties rather than defaulting to bid alone.
What is 'customer lifetime value' (CLV or LTV) and why is it important for PPC bidding?
Answer: The total revenue a customer generates over their entire relationship with a business, used to set profitable CPA targets
CLV measures the total revenue a customer is expected to generate, allowing advertisers to set CPA bids that remain profitable over the long term rather than just the first purchase.