SEM Campaign Optimization and ROI 3

Question 1

What is the primary purpose of using dayparting (ad scheduling) in a SEM campaign?

Accepted Answer

To concentrate budget during hours when conversions are most likely

Answer

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?

Accepted Answer

Apply a negative bid adjustment for mobile devices

Answer

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?

Accepted Answer

Maximize Conversions

Answer

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?

Accepted Answer

After accumulating enough conversion data to give the algorithm a reliable signal

Answer

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?

Accepted Answer

Landing page experience or audience-message mismatch

Answer

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.

SEM - Search Engine Marketing Practice Test

SEM - Search Engine Marketing Practice Test

SEM Campaign Optimization and ROI 3