PPC PPC Analytics and Performance Reporting

Question 1

What is Click-Through Rate (CTR) and how is it calculated?

Accepted Answer

CTR = Clicks ÷ Impressions × 100; it measures the percentage of ad views that result in a click

Answer

CTR is calculated by dividing the number of clicks by the number of impressions and multiplying by 100, expressing ad engagement as a percentage.

Question 2

What is conversion rate in PPC and how is it calculated?

Accepted Answer

Conversion rate = Conversions ÷ Clicks × 100; it measures the percentage of clicks that result in a desired action

Answer

Conversion rate shows what percentage of users who clicked on the ad completed the target action (purchase, form fill, etc.), calculated as Conversions ÷ Clicks × 100.

Question 3

What is the purpose of Google Analytics UTM parameters on PPC landing page URLs?

Accepted Answer

To track the source, medium, campaign, and other details of traffic in Google Analytics

Answer

UTM parameters (utm_source, utm_medium, utm_campaign, etc.) append tracking data to URLs so Google Analytics can attribute sessions and conversions to specific PPC campaigns.

Question 4

What does 'view-through conversion' measure in Google Display advertising?

Accepted Answer

A conversion that occurs after a user sees a display ad but does not click it, then converts later

Answer

View-through conversions attribute a conversion to a display ad impression when the user later converts on the website without clicking the ad, measuring post-impression influence.

Question 5

What does the 'search terms report' in Google Ads reveal?

Accepted Answer

The actual search queries that triggered an ad to show, not just the targeted keywords

Answer

The search terms report shows the exact user-typed queries that matched keywords and triggered ad impressions, enabling advertisers to find new keywords and negative keyword opportunities.

PPC - Management Practice Test

PPC - Management Practice Test

PPC PPC Analytics and Performance Reporting