81. A lower
CPA does not necessarily indicate higher profit. Why?
A) A lower CPA may be due to changes in CPC
bidding
B) A lower CPA may also have lower sales
volume, reducing overall profit
C) A lower CPA may be due to additions in
negative keywords
D) A lower CPA may be due to changes in
network distribution
Answer: A
lower CPA may also have lower sales volume, reducing overall profit
82. Which
best describes the "Optimize" ad rotation setting in AdWords?
A) The "Optimize" ad rotation
setting allows your campaign to show ads more often, which can increase
impressions
B) The "Optimize" ad rotation
setting allows your campaign to automatically show the most relevant display
URL for each ad
C) The "Optimize" ad rotation
setting allows the AdWords system to automatically show the better performing
ads more often
D) The "Optimize" ad rotation
setting allows two of the ads from the ad group to show to a user on the same
page
Answer: The
"Optimize" ad rotation setting allows the AdWords system to
automatically show the better performing ads more often
83. In order
for cost-per-click (CPC) ads and cost-per-thousand impressions (CPM) ads to
compete with each other in the same auction on the Google Display Network, the
AdWords system converts the CPC ads bid to:
A) a CPM
B) an effective CPM
C) an effective CPM conversion
D) a CPM conversion
Answer: an
effective CPM conversion
84.
Advertising on TV, print, and radio typically requires a predetermined budget.
What key differences enable some online advertising campaigns to invest with
more flexibility without a predetermined budget in mind?
A) AdWords budgets can only be set once
annually and require a fixed commitment
B) Online campaigns are highly measurable and
can often automate a positive ROI. It can be strategic to capture all traffic
without a predetermined budget as long as ROI is positive
C) Online campaigns generate clicks, whereas
other channels generate exposure
D) Budgets cannot be applied to online
campaigns due to constant changes in traffic
Answer:
Online campaigns are highly measurable and can often automate a positive ROI.
It can be strategic to capture all traffic without a predetermined budget as
long as ROI is positive
85. Your
client is interested in switching from TV, print, and radio advertising. What
are the return on investment (ROI) benefits of online advertising campaigns
over traditional media advertising?
A) AdWords budgets can only be set once
annually and require a fixed commitment
B) Traditional media is not always measurable,
but online campaigns are highly measurable and you can analyze your click data
C) Online campaigns generate clicks, whereas
other channels generate exposure
D) Budgets cannot be applied to online
campaigns due to constant changes in traffic
Answer:
Traditional media is not always measurable, but online campaigns are highly
measurable and you can analyze your click data
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