PPC PPC Analytics and Reporting

Question 1

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

Accepted Answer

Revenue / Ad Spend

Answer

ROAS is calculated by dividing total revenue generated from ads by the total amount spent on ads, expressed as a ratio or multiplied by 100 for a percentage.

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

CPA is calculated by dividing total ad spend by the number of conversions, representing the average dollar cost to complete one desired action.

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

View-through conversions record when a user is shown a display ad impression but does not click it, yet later visits the website and completes a conversion within a defined window.

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

Bounce rate measures the percentage of landing page sessions where users left without interacting further, which can indicate ad-to-page relevance issues or UX problems.

Question 5

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

Accepted Answer

Conversion value / cost (ROAS)

Answer

Conversion value divided by cost (ROAS) is the most direct indicator of whether a keyword is generating profitable revenue relative to what is spent to trigger it.

PPC - Management Practice Test

PPC - Management Practice Test

PPC PPC Analytics and Reporting