SEM Performance Analytics 3 — Questions and Answers
Question 1: Which attribution model gives 100% credit to the last ad interaction before a conversion?
- Linear
- Time Decay
- Last Click (Correct answer)
- Data-Driven
Correct answer: Last Click
Last Click attribution assigns all conversion credit to the final touchpoint the customer interacted with before converting.
Question 2: A campaign's ROAS is 400%. If ad spend is $5,000, what is the conversion revenue?
- $1,250
- $20,000 (Correct answer)
- $25,000
- $2,000
Correct answer: $20,000
ROAS = Revenue ÷ Ad Spend × 100, so Revenue = ROAS% × Spend = 4.0 × $5,000 = $20,000.
Question 3: What is the primary advantage of using Data-Driven Attribution over Last Click attribution?
- It is easier to set up and requires no conversion history
- It distributes credit across all touchpoints based on actual contribution to conversions (Correct answer)
- It always gives more credit to branded keywords
- It eliminates the need for conversion tracking tags
Correct answer: It distributes credit across all touchpoints based on actual contribution to conversions
Data-Driven Attribution uses machine learning to assign fractional credit based on how each touchpoint actually influenced conversions.
Question 4: Which metric directly measures how efficiently your ad spend generates profit, accounting for cost of goods sold?
- ROAS
- ROI (Correct answer)
- CPA
- CTR
Correct answer: ROI
ROI factors in profit margins and costs (including COGS), while ROAS only compares revenue to ad spend without accounting for other costs.
Question 5: What does a Quality Score of 10/10 primarily impact?
- Your ad's position and cost per click in the ad auction (Correct answer)
- The number of impressions your ads receive per day
- Your monthly billing threshold with Google
- The number of keywords allowed per ad group
Correct answer: Your ad's position and cost per click in the ad auction
Quality Score influences Ad Rank, and higher Ad Rank can improve ad position and lower the CPC you pay in the auction.
Question 6: An advertiser wants to understand which keywords drive the most revenue, not just clicks. Which data source combination is most appropriate?
- Google Ads impressions + Google Search Console CTR
- Google Ads conversion data + CRM revenue data linked via import (Correct answer)
- Google Analytics bounce rate + keyword planner volume
- Auction Insights + Ad Schedule reports
Correct answer: Google Ads conversion data + CRM revenue data linked via import
Importing CRM revenue data into Google Ads allows you to tie ad clicks to actual downstream revenue, giving true keyword-level ROI.
Question 7: What is 'Absolute Top Impression Share' in Google Ads?
- The share of impressions where your ad appeared in the top 3 positions
- The share of impressions where your ad appeared as the very first ad above organic results (Correct answer)
- The total number of times your ad appeared at the top of the page
- The percentage of auctions where your bid exceeded all competitors
Correct answer: The share of impressions where your ad appeared as the very first ad above organic results
Absolute Top Impression Share measures how often your ad showed in position #1 — the very first ad above all organic results.
SEM Performance Analytics 3
Which attribution model gives 100% credit to the last ad interaction before a conversion?