PPC Knowledge 4 — Questions and Answers
Question 1: What is 'view-through conversion' in display advertising?
- A conversion that occurs when someone clicks and views the landing page for 30+ seconds
- A conversion tracked when a user sees but does not click an ad, then converts later (Correct answer)
- A video ad view that leads directly to a purchase
- A conversion attributed to organic search after viewing a paid ad
Correct answer: A conversion tracked when a user sees but does not click an ad, then converts later
View-through conversions occur when a user sees your display ad but doesn't click, yet later visits your site and converts within the view-through window.
Question 2: In Google Ads, what is the 'Auction Insights' report used for?
- Reviewing historical bid changes and their outcomes
- Comparing your performance metrics against other advertisers in the same auctions (Correct answer)
- Analyzing keyword auction prices by time of day
- Setting automated bid adjustments based on competitor activity
Correct answer: Comparing your performance metrics against other advertisers in the same auctions
Auction Insights shows how your performance compares to other advertisers competing in the same auctions, including impression share and overlap rate.
Question 3: What is 'frequency capping' in display and video campaigns?
- Limiting the maximum CPC bid per ad group
- Limiting how many times a specific user sees your ad within a given period (Correct answer)
- Setting a cap on the number of new keywords added per week
- Restricting ad spend to a fixed percentage of the total marketing budget
Correct answer: Limiting how many times a specific user sees your ad within a given period
Frequency capping limits how many times a unique user sees your ad in a set time period, preventing ad fatigue.
Question 4: Which audience targeting option allows you to reach users who have previously visited your website?
- In-market audiences
- Remarketing lists (Correct answer)
- Customer match
- Similar audiences
Correct answer: Remarketing lists
Remarketing lists let you target users who have previously interacted with your website or app, keeping your brand top of mind.
Question 5: What does 'enhanced CPC' (eCPC) do in Google Ads?
- Automatically raises bids for all keywords to the maximum allowable amount
- Adjusts manual bids up or down based on the likelihood of a conversion (Correct answer)
- Converts a manual CPC campaign into a fully automated one
- Enhances ad copy quality to improve click-through rates
Correct answer: Adjusts manual bids up or down based on the likelihood of a conversion
Enhanced CPC automatically adjusts your manual bids upward or downward in real time based on signals that predict conversion likelihood.
Question 6: What is the significance of 'first-party data' in modern PPC targeting?
- Data purchased from Google's first-party audience marketplace
- Data collected directly by the advertiser from their own customers and website visitors (Correct answer)
- Auction data provided by Google to all advertisers equally
- Demographic data sourced from third-party data brokers
Correct answer: Data collected directly by the advertiser from their own customers and website visitors
First-party data is information collected directly from your own customers, making it highly accurate and increasingly valuable as third-party cookies phase out.
Question 7: In PPC account structure, what is the correct hierarchy from broadest to most specific?
- Campaign → Ad Group → Keywords/Ads (Correct answer)
- Ad Group → Campaign → Keywords/Ads
- Keywords → Ad Group → Campaign
- Campaign → Keywords → Ad Group → Ads
Correct answer: Campaign → Ad Group → Keywords/Ads
Google Ads follows the hierarchy: Account → Campaign → Ad Group → Keywords and Ads, with campaigns controlling budget and settings.
PPC Knowledge 4
What is 'view-through conversion' in display advertising?