Campaign Optimization and ROI Flashcards
7 cards from real SEM practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Campaign Optimization and ROI flashcards as text
What does 'Lost IS (Budget)' in Google Ads mean?
Answer: The percentage of impressions lost because the daily budget ran out
Lost Impression Share (Budget) quantifies the share of eligible impressions not captured because the campaign exhausted its daily budget.
A B2B campaign targets high-value prospects. Which audience strategy best complements keyword targeting for ROI improvement?
Answer: Layering in-market or CRM audiences with bid adjustments
Layering audiences on top of keyword targeting allows bid adjustments to pay more for high-value users (e.g., past site visitors, CRM lists) who are more likely to convert.
What is the primary risk of setting Target ROAS too high in a Google Ads smart bidding campaign?
Answer: The algorithm restricts bids so aggressively that impression volume and conversions drop
An overly aggressive ROAS target forces the algorithm to only bid on near-certain conversions, reducing overall auction participation and starving the campaign of volume.
Which conversion action type is most appropriate for a lead generation campaign measuring form submissions?
Answer: Website conversion tracking a thank-you page URL
Tracking a thank-you page view after form submission directly measures the desired lead action on the website.
An advertiser notices cost per click has risen 40% over two months with no bid changes. What is the most likely cause?
Answer: Increased competition or lower Quality Scores raising the auction clearing price
CPC is determined by Ad Rank and Quality Score relative to competitors; rising CPCs without bid changes suggest either more competitors entered the auction or Quality Scores declined.
What is the difference between view-through conversions and click-through conversions in Google Ads reporting?
Answer: View-through conversions occurred after a user saw (not clicked) an ad; click-through occurred after an actual click
View-through conversions credit an impression (ad seen but not clicked) with a later conversion, while click-through conversions trace directly from a click to a conversion.
A campaign using phrase match keywords begins capturing many irrelevant queries. What is the most targeted fix?
Answer: Add specific irrelevant terms as exact match negatives
Adding exact match negatives surgically blocks the specific irrelevant queries without disrupting the reach of the phrase match keywords.