PPC PPC 3 — Questions and Answers
Question 1: An advertiser has a $500/day budget but consistently spends only $300. What is the most likely cause?
- The campaign bid strategy is set to Maximize Conversions
- The campaign's keywords have very low search volume or bids are too low to compete (Correct answer)
- The landing page is not approved by Google
- The campaign has too many ad extensions
Correct answer: The campaign's keywords have very low search volume or bids are too low to compete
Underspending usually indicates low keyword search volume, bids too low to win auctions, or overly restrictive targeting settings.
Question 2: What does the term 'Ad Rank' determine in a Google Ads auction?
- The total daily budget allocated to the campaign
- The position of an ad on the search results page (Correct answer)
- The number of ad extensions displayed with the ad
- The Quality Score threshold needed to enter an auction
Correct answer: The position of an ad on the search results page
Ad Rank determines whether your ad is shown and in what position — it's calculated using bid, Quality Score, context, and expected impact of extensions.
Question 3: Which of the following is an example of a micro-conversion in PPC campaign tracking?
- A completed purchase on an e-commerce site
- A user clicking on an email signup form button (Correct answer)
- A phone call lasting over 60 seconds
- A new customer account created after checkout
Correct answer: A user clicking on an email signup form button
Micro-conversions are smaller engagement actions (like clicking a form or watching a video) that signal intent before the main macro-conversion.
Question 4: When should an advertiser use Customer Match in Google Ads?
- To target users who have never visited their website
- To re-engage existing customers using uploaded email lists (Correct answer)
- To automatically exclude competitor audiences
- To set bid adjustments for mobile devices only
Correct answer: To re-engage existing customers using uploaded email lists
Customer Match lets advertisers upload customer email lists to target or bid adjust for known customers across Google's network.
Question 5: What is the impact of a high bounce rate on landing pages in a PPC campaign?
- It directly increases the average CPC for keywords
- It signals poor landing page experience, which can lower Quality Score (Correct answer)
- It automatically triggers a Google Ad disapproval
- It improves impression share by reducing wasted clicks
Correct answer: It signals poor landing page experience, which can lower Quality Score
High bounce rates suggest the landing page doesn't match user intent, which Google uses as a signal for landing page experience in Quality Score.
Question 6: An e-commerce advertiser wants to show ads for specific products with prices and images. Which Google Ads campaign type should they use?
- Responsive Search Ads campaign
- Shopping campaign (Correct answer)
- Display campaign with dynamic ads
- Video campaign with product cards
Correct answer: Shopping campaign
Shopping campaigns use Google Merchant Center product feeds to display product images, titles, prices, and store names directly in search results.
Question 7: What is a key benefit of using Responsive Search Ads (RSAs) over Expanded Text Ads?
- RSAs have a higher character limit for descriptions
- RSAs allow Google to test multiple headline and description combinations to find top performers (Correct answer)
- RSAs display on the Display Network automatically
- RSAs bypass the Quality Score system entirely
Correct answer: RSAs allow Google to test multiple headline and description combinations to find top performers
RSAs let you input up to 15 headlines and 4 descriptions, and Google's machine learning tests combinations to serve the best-performing ad for each query.
PPC PPC 3
An advertiser has a $500/day budget but consistently spends only $300.
What is the most likely cause?