PPC Campaign Management Flashcards

What is a 'Quality Score' component that directly reflects the relevance of your ad copy to the search query?

Answer: Ad relevance

Ad relevance measures how closely your ad copy matches the intent behind the user's search query.

Which match type in Google Ads allows your ad to show when a search contains the meaning of your keyword, even if different words are used?

Answer: Broad match

Broad match is the most flexible type, allowing ads to appear for searches related to the meaning of the keyword, including synonyms and related queries.

What does ROAS stand for and what does it measure?

Answer: Return on Ad Spend — revenue generated per dollar spent on ads

ROAS (Return on Ad Spend) is calculated as revenue divided by ad spend, indicating how much revenue is earned for every dollar invested in advertising.

In PPC, what is the function of a 'conversion window'?

Answer: The period after an ad click during which a conversion is attributed to that click

The conversion window defines how long after a click a resulting conversion will still be credited to that specific ad interaction.

A Google Ads account has multiple campaigns for the same product with overlapping keywords. What is the primary risk of this setup?

Answer: Internal keyword cannibalization causing campaigns to compete against each other

Overlapping keywords cause your own campaigns to bid against each other in the same auction, inflating costs and reducing overall efficiency.

What is the primary purpose of a 'landing page' in a PPC campaign?

Answer: To provide a targeted, relevant page that converts visitors who click the ad

A landing page is designed to fulfill the promise of the ad and guide visitors toward a specific conversion action.

Which Google Ads report would you use to see the actual search terms that triggered your ads?

Answer: Search Terms report

The Search Terms report shows the exact queries users typed that caused your ads to appear, helping identify new keywords and negatives.