SEM Performance Analytics 3

Question 1

Which attribution model gives 100% credit to the last ad interaction before a conversion?

Accepted Answer

Last Click

Answer

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?

Accepted Answer

$20,000

Answer

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?

Accepted Answer

It distributes credit across all touchpoints based on actual contribution to conversions

Answer

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?

Accepted Answer

ROI

Answer

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?

Accepted Answer

Your ad's position and cost per click in the ad auction

Answer

Quality Score influences Ad Rank, and higher Ad Rank can improve ad position and lower the CPC you pay in the auction.

SEM - Search Engine Marketing Practice Test