SEM Campaign Optimization and ROI 3 — Questions and Answers
Question 1: What is the primary purpose of using dayparting (ad scheduling) in a SEM campaign?
- To concentrate budget during hours when conversions are most likely (Correct answer)
- To reduce Quality Score variance throughout the day
- To comply with Google's ad serving limits
- To increase impression share on weekends
Correct answer: To concentrate budget during hours when conversions are most likely
Dayparting focuses spend on periods with historically higher conversion rates, improving overall campaign efficiency and ROI.
Question 2: An e-commerce campaign shows mobile clicks are 60% of total but contribute only 25% of revenue. What adjustment is most appropriate?
- Apply a negative bid adjustment for mobile devices (Correct answer)
- Pause the campaign on mobile entirely
- Increase mobile bids to drive more volume
- Add mobile-specific ad extensions
Correct answer: Apply a negative bid adjustment for mobile devices
A negative mobile bid adjustment reduces how much you pay for mobile clicks, reflecting their lower conversion value relative to desktop.
Question 3: Which bidding strategy automatically sets bids to get as many conversions as possible within a set daily budget?
- Maximize Conversions (Correct answer)
- Target CPA
- Enhanced CPC
- Manual CPC
Correct answer: Maximize Conversions
Maximize Conversions uses machine learning to set bids that generate the most conversions within the campaign's budget without a CPA constraint.
Question 4: When should an advertiser switch from Maximize Conversions to Target CPA bidding?
- After accumulating enough conversion data to give the algorithm a reliable signal (Correct answer)
- Immediately after launching the campaign
- When the daily budget is increased
- When impression share falls below 50%
Correct answer: After accumulating enough conversion data to give the algorithm a reliable signal
Target CPA requires sufficient historical conversion data (typically 30+ conversions in 30 days) for the algorithm to accurately predict and control costs.
Question 5: A campaign has a high average position but a low conversion rate. What is the most likely issue?
- Landing page experience or audience-message mismatch (Correct answer)
- Insufficient budget
- Low keyword bids
- Poor ad scheduling
Correct answer: Landing page experience or audience-message mismatch
Strong ad position shows the campaign is winning auctions, so the conversion problem likely lies with what happens after the click—the landing page or offer.
Question 6: What is the formula for Return on Ad Spend (ROAS)?
- Revenue from ads / Cost of ads (Correct answer)
- Cost of ads / Revenue from ads
- (Revenue - Cost) / Cost
- Conversions / Clicks
Correct answer: Revenue from ads / Cost of ads
ROAS = Revenue generated from advertising divided by advertising cost, expressed as a ratio or percentage.
Question 7: Which of the following is a leading indicator that a campaign may be overspending on branded terms with high organic presence?
- High branded keyword spend with minimal incremental lift in conversions (Correct answer)
- Low Quality Score on branded keywords
- High impression share lost to budget
- Declining average position for branded terms
Correct answer: High branded keyword spend with minimal incremental lift in conversions
If branded keywords generate conversions that would have occurred organically anyway, the paid spend is not truly incremental, indicating potential wasted budget.
SEM Campaign Optimization and ROI 3
What is the primary purpose of using dayparting (ad scheduling) in a SEM campaign?