SEM Performance Analytics 4

Question 1

What is the purpose of setting a conversion window in Google Ads?

Accepted Answer

To define how long after a click a conversion can still be attributed to that click

Answer

The conversion window determines the maximum number of days after an ad click during which a conversion will still be counted for that click.

Question 2

A Google Ads campaign shows an Average Position of 1.2 in historical reports. What does this tell you?

Accepted Answer

Average Position is no longer available in Google Ads

Answer

Google sunset the Average Position metric in 2019 and replaced it with impression share metrics like Absolute Top IS and Top IS.

Question 3

Which segmentation option in Google Ads helps identify performance differences between new and returning users?

Accepted Answer

Audience segmentation with 'New vs. Returning' lists

Answer

By applying audience segments for new vs. returning users as observation layers, advertisers can compare performance metrics between these groups.

Question 4

What is a 'micro-conversion' in SEM analytics?

Accepted Answer

A small, intermediate user action that indicates progress toward a macro-conversion

Answer

Micro-conversions are smaller engagement actions (e.g., email sign-ups, video views) that signal intent and lead toward the primary macro-conversion goal.

Question 5

An advertiser uses Smart Bidding and notices conversions reported in Google Ads are higher than conversions in Google Analytics. What is the most likely cause?

Accepted Answer

Google Analytics undercounts due to ad blockers and cross-device journeys

Answer

Google Ads uses cross-device and click-based attribution that can capture conversions Google Analytics misses due to ad blockers, cookie deletion, or cross-device gaps.

SEM - Search Engine Marketing Practice Test

SEM - Search Engine Marketing Practice Test

SEM Performance Analytics 4