PPC Bidding Strategies Flashcards

What is the primary goal of the Target ROAS (tROAS) smart bidding strategy?

Answer: Achieve a specific return on ad spend by adjusting bids per auction

Target ROAS uses machine learning to set bids that aim to achieve your specified revenue return for every dollar spent on ads.

Which smart bidding strategy is best suited for an advertiser who wants to drive as many conversions as possible without exceeding their daily budget?

Answer: Maximize conversions

Maximize Conversions automatically sets bids to get the most conversions possible within your specified daily budget, without a target cost-per-acquisition constraint.

What is Enhanced CPC (eCPC) in Google Ads?

Answer: A bidding method that automatically adjusts manual bids up or down based on conversion likelihood

eCPC modifies your manual CPC bids in real time, increasing them for clicks more likely to convert and decreasing them for less promising clicks.

In PPC management, what does 'bid modifier' mean?

Answer: A multiplier applied to your base bid based on targeting dimensions like device, location, or time

Bid modifiers are percentage adjustments applied to your base bid for specific conditions such as device type, geographic location, audience, or time of day.

Which bidding strategy should an advertiser use when the primary goal is to appear at the top of the search results page as often as possible?

Answer: Target impression share

Target Impression Share is designed to show your ads in a specific location on the SERP (top, anywhere, absolute top) a target percentage of the time.

What is portfolio bid strategy in Google Ads?

Answer: An automated bid strategy applied across multiple campaigns, ad groups, or keywords

Portfolio bid strategies are automated strategies shared across multiple campaigns, letting Google pool data to optimize toward a single goal for the entire portfolio.