PPC PPC 5

Question 1

A PPC manager wants to bid differently based on whether a user is browsing on a desktop, tablet, or mobile. What feature enables this?

Accepted Answer

Device bid adjustments

Answer

Device bid adjustments let advertisers increase or decrease bids by percentage for desktops, tablets, and mobile devices separately.

Question 2

What is 'keyword cannibalization' in a PPC account?

Accepted Answer

When multiple ad groups or campaigns compete against each other for the same keyword, splitting budget and performance

Answer

Keyword cannibalization occurs when the same or overlapping keywords exist in multiple campaigns, causing internal competition and diluted data.

Question 3

Which Google Ads report would an advertiser use to identify which search queries are being matched by broad match keywords that shouldn't be?

Accepted Answer

Search Terms Report

Answer

The Search Terms Report reveals every actual search query that triggered an ad, making it the right tool to identify irrelevant broad match expansions.

Question 4

What is the primary advantage of using 'Auction Insights' in Google Ads?

Accepted Answer

It allows advertisers to benchmark their impression share and overlap rate against competitors in the same auctions

Answer

Auction Insights shows metrics like impression share, overlap rate, and position above rate for competitors who participated in the same auctions as you.

Question 5

An advertiser runs a lead gen campaign and discovers their cost per lead (CPL) is $150 but the business value of each lead is only $50. What is the most appropriate action?

Accepted Answer

Reduce bids, improve targeting, and optimize landing pages to lower CPL toward the target

Answer

When CPL exceeds the value of a lead, the campaign is unprofitable — the fix is to reduce costs through bid optimization and better targeting, not to spend more.

PPC - Management Practice Test

PPC - Management Practice Test

PPC PPC 5