PPC Campaign Management Flashcards

What does 'impression share' measure in a PPC campaign?

Answer: The percentage of times your ads were shown out of the total eligible impressions

Impression share is the percentage of impressions your ads received compared to the total number they were eligible for.

In Google Ads, what is the purpose of 'ad scheduling' (also called dayparting)?

Answer: To control which days and hours your ads are eligible to appear

Ad scheduling lets advertisers restrict or adjust bids for specific days and times to reach audiences when they are most likely to convert.

A campaign has a CTR of 5% and 2,000 impressions. How many clicks did it receive?

Answer: 100

CTR × Impressions = Clicks; 5% × 2,000 = 100 clicks.

What is 'remarketing' in the context of PPC advertising?

Answer: Showing ads to users who previously visited your website or app

Remarketing targets past visitors with tailored ads to encourage them to return and complete a conversion.

Which bidding strategy automatically sets bids to maximize the number of conversions within a set budget?

Answer: Maximize Conversions

Maximize Conversions uses machine learning to get as many conversions as possible within the campaign's daily budget.

What is the main advantage of using 'Dynamic Search Ads' (DSAs)?

Answer: They automatically generate headlines and target searches based on website content

DSAs crawl your website to automatically create relevant headlines and match ads to search queries, filling keyword gaps.

When evaluating PPC campaign health, a rising Cost Per Conversion (CPA) typically indicates:

Answer: The campaign is becoming less efficient at generating conversions

A rising CPA means you are paying more for each conversion, signaling reduced campaign efficiency that requires optimization.