SEM Performance Measurement and Analytics 2

Question 1

Which Google Ads metric shows the percentage of impressions that resulted in a click?

Accepted Answer

Click-through rate (CTR)

Answer

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?

Accepted Answer

Their ads appeared in 45% of eligible auctions

Answer

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?

Accepted Answer

Poor ad-to-landing page relevance or poor user experience

Answer

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)'?

Accepted Answer

Impression share lost because the daily budget ran out

Answer

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?

Accepted Answer

5%

Answer

Conversion rate = (Conversions / Clicks) × 100 = (500 / 10,000) × 100 = 5%.

SEM - Search Engine Marketing Practice Test