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PPC Analytics and Performance Reporting Flashcards

6 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 6 PPC Analytics and Performance Reporting flashcards as text

  1. What does a 'bounce rate' on a PPC landing page indicate?

    Answer: The percentage of visitors who left the site after viewing only one page without taking an action

    A high bounce rate on a PPC landing page suggests a mismatch between ad messaging and page content, or that the page fails to engage visitors enough to explore further.

  2. What is a 'custom column' in Google Ads reporting?

    Answer: A user-defined metric built from existing data columns using formulas for tailored performance analysis

    Custom columns let advertisers create formula-based metrics (e.g., Revenue per Click = Conversion Value ÷ Clicks) directly in the interface for more tailored reporting.

  3. What is 'data-driven attribution' in Google Ads?

    Answer: An AI-based model that distributes conversion credit across all touchpoints based on their actual contribution

    Data-driven attribution uses machine learning to analyze conversion path data unique to the advertiser's account, assigning fractional credit to each touchpoint based on real influence.

  4. What does 'relative CTR' in Google Display Network campaigns indicate?

    Answer: How an ad's CTR compares to other ads shown in the same placements

    Relative CTR benchmarks a Display ad's CTR against other ads appearing on the same websites, giving context for whether the creative is competitive within its placements.

  5. Why is it important to segment PPC performance data by device in reporting?

    Answer: Because mobile, desktop, and tablet users often have very different CTRs, conversion rates, and CPAs

    Device segmentation reveals how performance varies across mobile, desktop, and tablet, allowing advertisers to apply bid modifiers or separate campaigns to optimize for each device's unique behavior.

  6. What is a 'KPI dashboard' used for in PPC management?

    Answer: A visual reporting tool that tracks key performance indicators to monitor campaign health at a glance

    A KPI dashboard aggregates the most important metrics (CTR, CPA, ROAS, conversion rate) into a single view, enabling quick performance monitoring and faster decision-making.