PPC Knowledge 3 — Questions and Answers
Question 1: What is 'dayparting' in PPC campaign management?
- Splitting a campaign budget into daily and monthly limits
- Scheduling ads to run only during specific hours or days (Correct answer)
- Dividing ad groups by time-sensitive keywords
- Rotating multiple ads throughout the day equally
Correct answer: Scheduling ads to run only during specific hours or days
Dayparting (ad scheduling) allows advertisers to show ads only during specific hours or days when their audience is most active or conversions are highest.
Question 2: Which Google Ads report would you use to see the actual search queries that triggered your ads?
- Auction Insights Report
- Search Terms Report (Correct answer)
- Keyword Planner Report
- Performance Planner Report
Correct answer: Search Terms Report
The Search Terms Report shows the actual queries users searched that triggered your ads, helping you identify new keywords and negatives.
Question 3: What does 'CPA' stand for in PPC advertising?
- Cost Per Action (Correct answer)
- Click-Per-Ad
- Campaign Performance Average
- Cost Per Audience
Correct answer: Cost Per Action
CPA stands for Cost Per Action (or Cost Per Acquisition), measuring how much you pay on average for each desired conversion.
Question 4: In PPC, what is a 'landing page' specifically?
- The Google homepage where ads are displayed
- The specific webpage a user arrives at after clicking an ad (Correct answer)
- The campaign setup page in the Ads dashboard
- The final page in a multi-step checkout process
Correct answer: The specific webpage a user arrives at after clicking an ad
A landing page is the specific URL destination users reach after clicking an ad, designed to fulfill the ad's promise and drive conversions.
Question 5: What is the primary benefit of using Responsive Search Ads (RSAs) in Google Ads?
- They automatically adjust bids based on device type
- Google tests multiple headline and description combinations to find top performers (Correct answer)
- They are exempt from Quality Score calculations
- They allow video and image content in search results
Correct answer: Google tests multiple headline and description combinations to find top performers
RSAs let you input multiple headlines and descriptions, and Google automatically tests combinations to determine which perform best.
Question 6: Which metric best measures the profitability of a PPC campaign from an e-commerce perspective?
- Click-Through Rate (CTR)
- Return on Ad Spend (ROAS) (Correct answer)
- Impression Share
- Average Ad Position
Correct answer: Return on Ad Spend (ROAS)
ROAS (Return on Ad Spend) directly measures revenue generated per dollar spent on advertising, making it the most relevant profitability metric for e-commerce.
Question 7: What happens to ad serving when a campaign reaches its daily budget limit?
- Ads are paused until the next calendar month
- Ad serving stops for the rest of the day (Correct answer)
- Bids are automatically halved to extend serving
- Ads continue serving but at a reduced quality score
Correct answer: Ad serving stops for the rest of the day
When a campaign exhausts its daily budget, ads stop serving for the remainder of that day and resume the next day.
PPC Knowledge 3
What is 'dayparting' in PPC campaign management?