SEM Campaign Optimization and ROI 4

Question 1

What does 'Lost IS (Budget)' in Google Ads mean?

Accepted Answer

The percentage of impressions lost because the daily budget ran out

Answer

Lost Impression Share (Budget) quantifies the share of eligible impressions not captured because the campaign exhausted its daily budget.

Question 2

A B2B campaign targets high-value prospects. Which audience strategy best complements keyword targeting for ROI improvement?

Accepted Answer

Layering in-market or CRM audiences with bid adjustments

Answer

Layering audiences on top of keyword targeting allows bid adjustments to pay more for high-value users (e.g., past site visitors, CRM lists) who are more likely to convert.

Question 3

What is the primary risk of setting Target ROAS too high in a Google Ads smart bidding campaign?

Accepted Answer

The algorithm restricts bids so aggressively that impression volume and conversions drop

Answer

An overly aggressive ROAS target forces the algorithm to only bid on near-certain conversions, reducing overall auction participation and starving the campaign of volume.

Question 4

Which conversion action type is most appropriate for a lead generation campaign measuring form submissions?

Accepted Answer

Website conversion tracking a thank-you page URL

Answer

Tracking a thank-you page view after form submission directly measures the desired lead action on the website.

Question 5

An advertiser notices cost per click has risen 40% over two months with no bid changes. What is the most likely cause?

Accepted Answer

Increased competition or lower Quality Scores raising the auction clearing price

Answer

CPC is determined by Ad Rank and Quality Score relative to competitors; rising CPCs without bid changes suggest either more competitors entered the auction or Quality Scores declined.

SEM - Search Engine Marketing Practice Test

SEM - Search Engine Marketing Practice Test

SEM Campaign Optimization and ROI 4