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PPC Campaign Structure and Planning 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 Campaign Structure and Planning flashcards as text

  1. What is a PPC account audit primarily used for?

    Answer: Identifying inefficiencies and opportunities for improvement in an existing account

    A PPC account audit systematically reviews campaign structure, settings, keywords, ads, and performance data to find waste and optimization opportunities.

  2. What does 'campaign priority' control in Google Shopping campaigns?

    Answer: Which campaign serves an ad first when multiple campaigns could show for the same product

    Campaign priority (Low, Medium, High) tells Google which Shopping campaign to prefer when multiple campaigns are eligible to serve the same product.

  3. Which factor does NOT directly influence Google Ads Quality Score?

    Answer: Advertiser's industry vertical

    Quality Score is based on expected CTR, ad relevance, and landing page experience — industry vertical is not a direct component.

  4. What is the benefit of using campaign experiments (drafts & experiments) in Google Ads?

    Answer: Test changes against a control before fully implementing them

    Campaign experiments split traffic between an original campaign and a variant so you can measure the impact of changes with statistical rigor before rolling them out.

  5. What does 'impression share lost to budget' indicate in a PPC campaign?

    Answer: The percentage of eligible impressions missed because the budget ran out

    Impression share lost to budget shows how often your ads couldn't appear because the campaign budget was exhausted, signaling a need for budget increases.

  6. When should you use a single campaign structure versus a multi-campaign structure in PPC?

    Answer: Multi-campaign when different budgets, goals, or targeting are needed per product line

    Separate campaigns are warranted when distinct product lines, geographic targets, or budget allocations require independent control and reporting.