SEM PPC Campaign Management 5

Question 1

What is 'geo-targeting' in PPC advertising?

Accepted Answer

Showing ads only to users in specific geographic locations

Answer

Geo-targeting restricts ad delivery to users in defined locations such as countries, cities, or radius around a point, ensuring budget is spent on the relevant audience.

Question 2

What is the difference between 'Search Network' and 'Display Network' campaigns in Google Ads?

Accepted Answer

Search Network shows ads on Google search results pages; Display Network shows ads on third-party websites and apps

Answer

Search Network ads appear alongside Google search results in response to queries, while Display Network ads appear as banners on partner websites and apps across the web.

Question 3

Which metric would BEST indicate whether your PPC ads are reaching a profitable audience segment?

Accepted Answer

Conversion rate by audience segment

Answer

Conversion rate segmented by audience reveals which groups actually take the desired action, indicating whether you are reaching the right users.

Question 4

What is 'Enhanced CPC' (ECPC) in Google Ads?

Accepted Answer

A bidding option that automatically adjusts manual bids up or down based on the likelihood of conversion

Answer

Enhanced CPC modifies your manual bids in real time, increasing them for clicks more likely to convert and decreasing them for less promising ones.

Question 5

In PPC, what is the purpose of 'ad extensions' (now called 'assets' in Google Ads)?

Accepted Answer

To add supplementary information to ads, making them larger and more useful to searchers

Answer

Ad extensions expand your ads with additional details like sitelinks, callouts, phone numbers, or location info, increasing visibility and potential CTR.

SEM - Search Engine Marketing Practice Test

SEM - Search Engine Marketing Practice Test

SEM PPC Campaign Management 5