PPC PPC Analytics and Reporting

Question 1

What is the formula for calculating Return on Ad Spend (ROAS)?

Accepted Answer

Revenue / Ad Spend

Answer

(Revenue - Ad Spend) / Ad Spend × 100

Answer

Ad Spend / Revenue × 100

Answer

Conversions / Clicks × Revenue

Question 2

What does Cost Per Acquisition (CPA) measure in PPC reporting?

Accepted Answer

The average cost to acquire one conversion or customer action

Answer

The cost to acquire one keyword ranking

Answer

The total ad spend divided by total impressions

Answer

The revenue generated per ad click

Question 3

What is 'view-through conversion' in Google Ads?

Accepted Answer

A conversion that happens after a user sees but does not click a display ad and later converts on the site

Answer

A conversion that occurs after a user views a video ad to completion

Answer

A conversion tracked by watching a thank-you page video

Answer

A conversion registered when a user views an ad more than three times

Question 4

What is the significance of 'bounce rate' as a PPC landing page metric?

Accepted Answer

It shows the percentage of visitors who leave the landing page without taking any action

Answer

It measures how many ads were rejected by Google's editorial policy

Answer

It tracks how often users click the back button before the ad loads

Answer

It counts how many clicks were marked as invalid by Google

Question 5

Which metric best measures the profitability of a PPC keyword at the campaign level?

Accepted Answer

Conversion value / cost (ROAS)

Answer

Click-through rate (CTR)

Answer

Average CPC

Answer

Quality Score

Question 6

What is 'click fraud' in PPC advertising?

Accepted Answer

Fraudulent or invalid clicks on PPC ads intended to exhaust an advertiser's budget without genuine interest

Answer

Bidding on competitor brand keywords

Answer

Using automated rules to click competitors' ads in analysis

Answer

Clicking your own ads to test the user experience