Pay Per Click MCQs
11. What are the steps in the buying funnel?
A. Interest, consideration, buy, retention
B. Awareness, shopping, learning, buying
C. Awareness and interest, consideration, buy, retention
D. Awareness, learn, buying, shopping
View Answer
Ans : C
Explanation: The first step in the buying funnel focuses on potential customers first learning about a product (awareness) and wanting to learn more (interest). The next step focuses on them considering what product/service to buy (consideration), following which they purchase. The last step focuses on customer retention/lifetime customer value.
12. What is the difference between semantic and syntactic match types?
A. Semantic match type focuses on the actual words; and syntactic match type focuses on the meaning of the words.
B. Syntactic match type focuses on the actual words; and semantic focuses on the meaning of the words.
C. Syntactic match type is an old match type that you can no longer create.
D. Each match type can show up for words in any order as long as all your keywords are in the search term
View Answer
Ans : B
Explanation: Semantic match types focuses on the meaning of the search term to match with your keywords and syntactic focuses on the words themselves regardless of the meaning.
13. If you are building a brand new PPC account; and you want to start with your top converting terms, where is a good place to research where to find these terms?
A. Your analytics account
B. Your search console account
C. Your merchant center account
D. Your local business account
View Answer
Ans : A
Explanation: Your analytics account should have a breakdown of your top search queries, especially if you've also added Google Search Console to your analytics account. This is good research to utilize to see how people are finding you and your previous conversion rates on these types of words.
14. What is the advantage of using multi-ad group testing?
A. Can find insights across multiple ad groups
B. Can find the best ad for each keyword
C. Can find the best ad for a single targeting type
D. Can test high traffic ad groups
View Answer
Ans : A
Explanation: Multi-ad group testing aggregates data across ad groups and lets you find the best headlines or descriptions and insights across the ad groups in a test.
15. Which ad extension allows you to send traffic to different pages on your website?
A. Structured snippet
B. Call
C. Sitelink
D. Callout
View Answer
Ans : C
Explanation: Sitelink allows you to create a short line of text that links to a specific page on your website about that text.
16. What is an affinity audience?
A. Users who are similar to your remarketing list
B. Users who are in-market to buy a product
C. Users who show a long term interest in a topic
D. Users who are similar to your customer match list
View Answer
Ans : C
Explanation: Affinity audiences are comprised of users who have shown a long term interest in a topic, such as shutterbugs who are interested in cameras and taking pictures. These users may or may not be currently in the market for a new product.
17. Where do you create a remarketing list?
A. In Google Ads
B. In Google Analytics
C. In Google Remarketing Console
D. In Google Ads or Google Analytics
View Answer
Ans : D
Explanation: You can create a remarketing list in Google Ads or Google Analytics. If you create remarketing lists in Google Analytics, you must connect Google analytics to Google Ads to use your list in your Google Ads targeting.
18. What is an advantage of using bid rules?
A. Full automation of your bidding
B. Automation of your manual bid process
C. Automatic application of phone call data to your bidding
D. Receive bid assistance based upon the likelihood of a conversion
View Answer
Ans : B
Explanation: When you use bid rules, you can change bids based upon various conditions such as your keyword is below your target CPA or above your target ROAS. This lets you automate your manual bids with conditional rules.
19. When you need to create thousands of ad groups, what is the best tool to use?
A. Bulk interface creator
B. Report editor
C. Keyword Planner
D. Google Ads Editor
View Answer
Ans : D
Explanation: The Google Ads Editor allows you to import bulk data from a spreadsheet into the editor and then post it to your account. This is the easiest way to create many ad groups at once.
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