SEM Performance Measurement and Analytics 2 — Questions and Answers
Question 1: Which Google Ads metric shows the percentage of impressions that resulted in a click?
- Click-through rate (CTR) (Correct answer)
- Conversion rate
- Quality Score
- Impression share
Correct answer: Click-through rate (CTR)
CTR is calculated by dividing total clicks by total impressions and multiplying by 100.
Question 2: An advertiser notices their Search Impression Share is 45%. What does this indicate?
- Their ads appeared in 45% of eligible auctions (Correct answer)
- Their ads had a 45% CTR
- Their budget was used 45% of the time
- 45% of clicks converted
Correct answer: Their ads appeared in 45% of eligible auctions
Search Impression Share measures how often your ads appeared versus the total number of eligible impressions.
Question 3: What does a high Bounce Rate from a paid search landing page typically indicate?
- Poor ad-to-landing page relevance or poor user experience (Correct answer)
- High conversion performance
- Strong keyword targeting
- Low cost-per-click
Correct answer: Poor ad-to-landing page relevance or poor user experience
A high bounce rate suggests visitors are not finding what they expected, pointing to mismatched ads or poor landing page quality.
Question 4: In Google Ads, what is 'Lost IS (Budget)'?
- Impression share lost because the daily budget ran out (Correct answer)
- Impression share lost due to low Ad Rank
- Clicks lost because of bid limits
- Conversions lost due to budget constraints
Correct answer: Impression share lost because the daily budget ran out
Lost IS (Budget) shows the percentage of impressions lost because your daily budget was exhausted.
Question 5: A campaign has 500 conversions and 10,000 clicks. What is the conversion rate?
- 5% (Correct answer)
- 2%
- 0.5%
- 50%
Correct answer: 5%
Conversion rate = (Conversions / Clicks) × 100 = (500 / 10,000) × 100 = 5%.
Question 6: Which attribution model gives 100% credit to the last ad interaction before conversion?
- Last click attribution (Correct answer)
- First click attribution
- Linear attribution
- Time decay attribution
Correct answer: Last click attribution
Last click attribution assigns full credit to the final touchpoint that led to the conversion.
Question 7: What is the primary purpose of setting up conversion tracking in Google Ads?
- To measure which ads and keywords drive valuable customer actions (Correct answer)
- To increase ad impressions automatically
- To lower cost-per-click bids
- To improve Quality Score
Correct answer: To measure which ads and keywords drive valuable customer actions
Conversion tracking lets advertisers see which keywords, ads, and campaigns are driving real business results.
SEM Performance Measurement and Analytics 2
Which Google Ads metric shows the percentage of impressions that resulted in a click?