SEM Performance Analytics 2 — Questions and Answers
Question 1: Which metric measures the percentage of ad clicks that result in a desired conversion action?
- Click-Through Rate
- Conversion Rate (Correct answer)
- Cost Per Click
- Impression Share
Correct answer: Conversion Rate
Conversion rate is calculated as conversions divided by clicks, showing how effectively clicks turn into desired actions.
Question 2: An advertiser's campaign has a 5% CTR and a 2% conversion rate. If they receive 10,000 impressions, how many conversions do they get?
- 10 (Correct answer)
- 100
- 200
- 500
Correct answer: 10
10,000 impressions × 5% CTR = 500 clicks, then 500 clicks × 2% CVR = 10 conversions.
Question 3: What does a high Impression Share but low CTR most likely indicate?
- Strong ad relevance
- Ads are showing frequently but not compelling enough to click (Correct answer)
- Low competition in the auction
- High Quality Score
Correct answer: Ads are showing frequently but not compelling enough to click
High impression share means ads appear often, but low CTR signals the ad copy or targeting isn't resonating with users.
Question 4: Which Google Ads report would you use to identify which search terms are triggering your ads?
- Auction Insights Report
- Search Terms Report (Correct answer)
- Keyword Planner Report
- Ad Schedule Report
Correct answer: Search Terms Report
The Search Terms Report shows the actual queries users typed that matched your keywords and triggered your ads.
Question 5: What is 'View-Through Conversion' in Google Ads?
- A conversion from a user who clicked a video ad
- A conversion from a user who saw but did not click a display ad before converting (Correct answer)
- A conversion tracked via Google Analytics goals
- A conversion counted when a user views a landing page
Correct answer: A conversion from a user who saw but did not click a display ad before converting
View-through conversions occur when a user sees your display ad, doesn't click, but later converts within the conversion window.
Question 6: An advertiser notices their Cost Per Acquisition (CPA) is rising week over week. Which analysis should they perform FIRST?
- Pause all underperforming keywords immediately
- Segment data by device, time, and audience to find the CPA spike source (Correct answer)
- Increase daily budget to capture more volume
- Switch to Manual CPC bidding
Correct answer: Segment data by device, time, and audience to find the CPA spike source
Segmenting data by device, time of day, and audience helps isolate which segment is driving the CPA increase before making changes.
Question 7: What does 'Lost Impression Share (Budget)' tell an advertiser?
- Impressions lost because ad rank was too low
- Impressions lost because the daily budget ran out (Correct answer)
- Impressions lost due to low Quality Score
- Impressions lost due to negative keywords
Correct answer: Impressions lost because the daily budget ran out
Lost IS (Budget) indicates the percentage of eligible impressions missed specifically because the campaign budget was exhausted.
SEM Performance Analytics 2
Which metric measures the percentage of ad clicks that result in a desired conversion action?