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PPC Campaign Management 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 PPC Campaign Management flashcards as text

  1. What is 'bid adjustment' in Google Ads?

    Answer: A percentage modifier that increases or decreases bids for specific signals like device, location, or time

    Bid adjustments are percentage-based modifiers applied to base bids for specific targeting dimensions such as device, location, audience, or time of day.

  2. An advertiser uses 'Target Impression Share' bidding. What is this strategy designed to achieve?

    Answer: Achieve a target percentage of eligible impressions in a specified location on the results page

    Target Impression Share automatically sets bids to help your ads appear a defined percentage of the time in a chosen position on the page.

  3. What is the 'Auction Insights' report used for in Google Ads?

    Answer: Comparing your ad performance metrics against other advertisers in the same auctions

    Auction Insights shows how your impression share, overlap rate, and outranking share compare to competitors participating in the same auctions.

  4. Which of the following best describes 'ad fatigue' in a PPC campaign?

    Answer: Declining performance caused by the same audience seeing the same ads too many times

    Ad fatigue occurs when a target audience sees the same ads so frequently that engagement drops, leading to lower CTR and higher CPA.

  5. In PPC campaign structure, what is the recommended relationship between an ad group and its keywords?

    Answer: Keywords within an ad group should share a tight, common theme that aligns with the ad copy

    Tightly themed ad groups ensure keywords, ads, and landing pages are all highly relevant to each other, improving Quality Score and performance.

  6. What does 'frequency capping' control in display or video PPC campaigns?

    Answer: The maximum number of times a single user sees your ad within a given period

    Frequency capping limits how many times a specific user is shown your ad in a set time frame, preventing overexposure and ad fatigue.

  7. A PPC advertiser notices a high number of clicks but very few conversions. Which area should they investigate FIRST?

    Answer: Review landing page relevance, speed, and conversion path

    When clicks are high but conversions are low, the disconnect most likely lies in the post-click experience — the landing page's relevance, UX, or load speed.