Pay-per-click (PPC) MCQs

Pay-per-click (PPC) MCQs

Answer these 30 Pay-per-click (PPC) MCQs and assess your grip on the subject of Pay-per-click (PPC).
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1: True or False. An advertiser is selling ballet slippers. If he does not want his ad to appear when wedding ballet slippers is queried, he should apply the negative-match keyword wedding.

A.   True

B.   False

2: The most effective AdWords ad headlines ______.

A.   Include the company name or website domain name

B.   Do not contain the most important keywords

C.   Are written in all capital letters

D.   Directly relate to the keywords being searched

3: What is the CTR for a keyword that has 25 clicks and 100 impressions?

A.   Whatever it is, it's not good.

B.   25%

C.   2.5%

D.   250%

4: When editing an Ad Groups properties you CAN NOT do the following:

A.   Pause the Ad Group so ads stop showing.

B.   Set a default bid that every keyword in the Ad Group will inherit by default.

C.   Increase your Daily Budget.

D.   Change the name of an Ad Group that already exists.

5: To indicate a keyword as an exact match, which of the following should be used?

A.   None

B.   Brackets [ ]

C.   Quotations

D.   Parenthesis ( )

6: Single-word or general keywords are ______.

A.   Excellent for your return on investment

B.   Too broad and can lead to clicks from people who don’t know what you’re offering

C.   Useful in generating highly targeted traffic for your site

D.   Good for preventing irrelevant traffic

7: Let's say that you have a new product that needs to be advertised in a specific location. What action should you take?

A.   Create a new account

B.   Set an additional location target in an existing campaign

C.   Create a new campaign

D.   Create a new ad group in an existing campaign

8: Which punctuation should you apply when using the broad-matched keyword matching option?

A.   None

B.   Brackets [ ]

C.   Quotations

D.   Parenthesis ( )

9: Which of the following IS NOT a factor used to determine Quality Score?

A.   Your account history, which is measured by the CTR of all the ads and keywords in your account.

B.   The historical CTR of the display URLs in the ad group.

C.   The number of keywords on your landing pages.

D.   The relevance of the keyword and the matched ad to the search query.

E.   The relevance of the keyword to the ads in its ad group.

10: An AdWords Standard Edition account can house up to ______ campaigns and ______ ad groups per campaign.

A.   1,1

B.   10,25

C.   25,100

D.   Unlimited, Unlimited

11: Which of the following is not a good way to expand your keyword list?

A.   List 2- to 3-word phrases that searchers might use to find your product or service.

B.   Use a keyword tool.

C.   List as many keywords as possible to draw all possible traffic.

D.   List plural variations, synonyms, and spelling variations of your existing keywords.

12: What formula does Google use to determine the actual CPC when an advertisers

A.   Clicks / Impressions

B.   QS * Max CPC (bid)

C.   Position * QS

D.   Impressions * Clicks

E.   None

13: Which keyword matching option provides the best possibility for high numbers of ad impressions?

A.   Exact Match

B.   Broad Match

C.   Phrase Match

D.   Negatives

E.   High Traffic Match

14: True or False. A low CTR on content pages always indicates that your ads are not profitable.

A.   True

B.   False

15: Google determines an ads rank based on:

A.   Your website's performance in Google's natural search results.

B.   Your CPC bid.

C.   Your keyword's quality score on Google and its CPC.

D.   The length of time you have been an AdWords advertiser.

16: True or False. A bid can be set for both an Ad Group AND a keyword.

A.   True

B.   False

17: Which three of the following can be done to increase traffic? (Select 3)

A.   Add new or unused keywords

B.   Create keywords for unadvertised products

C.   Delete all poorly performing keywords

D.   Raising your Maximum CPC

18: True or False. Exact match tends to give you fewer clicks but higher conversions.

A.   True

B.   False

19: It is important to browse competitors' advertisements and sites ______.

A.   To help you get an idea of what sets you apart from them

B.   To help you mimic some of the effective techniques that competitors use

C.   To help you to show your ads on the same keywords

D.   So you can incorporate effective phrases from their ad text

20: True or False. You can use multiple keyword matching options for different keywords in the same ad group.

A.   True

B.   False

21: The formula to calculate CTR is:

A.   Impressions + clicks + conversions

B.   Clicks / conversions

C.   Conversions / impressions

D.   Clicks / impressions

E.   None of these.

22: The last visible line on an AdWords ad is called:

A.   The CTR.

B.   The Display URL.

C.   The Description Line 2.

D.   The Landing Page.

E.   The Conversion Rate.

23: Which of the following is not a technique for optimizing your account?

A.   Organizing your ad groups

B.   Editing your landing page

C.   Increasing your daily budget

D.   Changing your cost-per-click (CPC) bids

24: Each AdWords campaign has its own daily budget.

A.   True

B.   False

25: The more _______ a keyword, the more potential traffic it has.

A.   Specific

B.   Unprofitable

C.   Irrelevant

D.   General

E.   Exact

26: A searcher types a (blank) into a search engine to find information. What is (blank)?

A.   Keyword

B.   Campaign

C.   PPC

D.   Search Query

E.   Text Ad

27: What is the CTR of an ad that has 30 clicks and 1,000 impressions?

A.   3%

B.   .03%

C.   30%

D.   33%

E.   300%

28: What is something you CAN NOT do to improve the QS of a particular keyword?

A.   Change the ads that are being matched to it.

B.   Reset the QS so it can have a fresh start.

C.   Add negative keywords to the keyword's Ad Group.

D.   Change the keyword's Match Type.

29: True or False. It is best to keep keyword lists in each ad group small and manageable.

A.   True

B.   False

30: True or False. The default setting for any new keyword is phrase match.

A.   True

B.   False