PPC Knowledge 2 — Questions and Answers
Question 1: What does the term 'impression share' measure in PPC campaigns?
- The percentage of impressions your ads received versus total eligible impressions (Correct answer)
- The number of times your ad was clicked divided by impressions
- The ratio of conversions to total ad impressions
- The share of budget spent on display versus search impressions
Correct answer: The percentage of impressions your ads received versus total eligible impressions
Impression share is the percentage of impressions your ads received out of all eligible impressions available.
Question 2: Which bidding strategy automatically sets bids to get the most clicks within a set budget?
- Target CPA
- Maximize Clicks (Correct answer)
- Target ROAS
- Enhanced CPC
Correct answer: Maximize Clicks
Maximize Clicks is an automated bidding strategy that sets bids to get the most clicks within your daily budget.
Question 3: What is the purpose of negative keywords in a PPC campaign?
- To increase ad relevance scores
- To prevent ads from showing for irrelevant searches (Correct answer)
- To lower the cost-per-click on competitive terms
- To exclude competitor brand names from ad copy
Correct answer: To prevent ads from showing for irrelevant searches
Negative keywords prevent your ads from triggering on searches that are not relevant to your product or service.
Question 4: In Google Ads, what does a Quality Score of 10 indicate?
- The campaign has reached maximum budget
- The ad, keyword, and landing page are highly relevant and high-performing (Correct answer)
- The ad has received 10 conversions
- The bid is 10x above the minimum threshold
Correct answer: The ad, keyword, and landing page are highly relevant and high-performing
A Quality Score of 10 is the highest possible and indicates exceptional relevance across expected CTR, ad relevance, and landing page experience.
Question 5: What is 'ad rank' in Google Ads determined by?
- Budget size and account age
- Bid amount, Quality Score, auction-time signals, and expected impact of extensions (Correct answer)
- Geographic targeting and device type only
- Number of active keywords and ad groups
Correct answer: Bid amount, Quality Score, auction-time signals, and expected impact of extensions
Ad Rank is calculated using your bid, Quality Score, auction-time signals, and the expected impact of ad extensions.
Question 6: Which match type in Google Ads triggers ads only when the search query contains the exact keyword or close variants with the same meaning?
- Broad match
- Phrase match
- Exact match (Correct answer)
- Broad match modifier
Correct answer: Exact match
Exact match triggers ads when the search query matches the keyword or a close variant with the same meaning, offering the tightest control.
Question 7: What is the Google Ads 'conversion window'?
- The time period during which a click can result in a tracked conversion (Correct answer)
- The browser window used to complete a purchase
- The maximum number of conversions allowed per campaign
- The timeframe for requesting a refund on ad spend
Correct answer: The time period during which a click can result in a tracked conversion
The conversion window defines how long after an ad click a conversion will still be tracked and attributed to that click.
PPC Knowledge 2
What does the term 'impression share' measure in PPC campaigns?