SEM PPC Campaign Management 3

Question 1

What is a 'Quality Score' component that directly reflects the relevance of your ad copy to the search query?

Accepted Answer

Ad relevance

Answer

Ad relevance measures how closely your ad copy matches the intent behind the user's search query.

Question 2

Which match type in Google Ads allows your ad to show when a search contains the meaning of your keyword, even if different words are used?

Accepted Answer

Broad match

Answer

Broad match is the most flexible type, allowing ads to appear for searches related to the meaning of the keyword, including synonyms and related queries.

Question 3

What does ROAS stand for and what does it measure?

Accepted Answer

Return on Ad Spend — revenue generated per dollar spent on ads

Answer

ROAS (Return on Ad Spend) is calculated as revenue divided by ad spend, indicating how much revenue is earned for every dollar invested in advertising.

Question 4

In PPC, what is the function of a 'conversion window'?

Accepted Answer

The period after an ad click during which a conversion is attributed to that click

Answer

The conversion window defines how long after a click a resulting conversion will still be credited to that specific ad interaction.

Question 5

A Google Ads account has multiple campaigns for the same product with overlapping keywords. What is the primary risk of this setup?

Accepted Answer

Internal keyword cannibalization causing campaigns to compete against each other

Answer

Overlapping keywords cause your own campaigns to bid against each other in the same auction, inflating costs and reducing overall efficiency.

SEM - Search Engine Marketing Practice Test

SEM - Search Engine Marketing Practice Test

SEM PPC Campaign Management 3