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PPC Bidding Strategies and Budget Management 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.

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  1. What does 'search lost IS (rank)' metric indicate for a campaign?

    Answer: The percentage of eligible search impressions missed due to low Ad Rank

    Search Lost IS (rank) shows the proportion of available search impressions a campaign missed specifically because its Ad Rank was not high enough to win the auction.

  2. Which bidding approach is best when conversion tracking is not yet set up?

    Answer: Manual CPC or Maximize Clicks

    Smart Bidding strategies require conversion data to function effectively, so Manual CPC or Maximize Clicks are appropriate when conversion tracking isn't available.

  3. What is 'seasonal bid adjustment' used for in Google Ads Smart Bidding?

    Answer: To inform the algorithm of an expected temporary spike or drop in conversion rates

    Seasonal adjustments tell Smart Bidding to anticipate a short-term change in conversion rates during events like sales or holidays, so it doesn't misinterpret the shift.

  4. How is Cost Per Mille (CPM) bidding different from Cost Per Click (CPC) bidding?

    Answer: CPM charges per 1,000 impressions regardless of clicks, while CPC charges only when a user clicks

    CPM (Cost Per Mille) billing charges advertisers for every 1,000 times an ad is shown, making it better suited for brand awareness goals rather than direct response.

  5. What does 'conversion lag' refer to in the context of PPC bidding analysis?

    Answer: The delay between a user clicking an ad and completing a conversion

    Conversion lag is the time window between a click and the associated conversion event, which can range from minutes to 30+ days for considered purchases.

  6. When using Target ROAS bidding, what should an advertiser do if the strategy is severely under-delivering?

    Answer: Lower the ROAS target to give the algorithm more flexibility to compete in auctions

    An overly ambitious ROAS target can cause the algorithm to bid too conservatively, limiting auction participation; lowering the target gives it room to serve more ads.