EXAM ONE (Topic Three)

Question 1

Measuring the effectiveness of the campaign:

Answer 1

• Impressions
• CPC
• CTR of an advert & CTR of a webpage
• The conversion rate of an advert
  CPA

Question 2

Impressions are

Answer 2

the number of times an advertisement is displayed to a user on a search engine results page

Question 3

CTR Formula

Answer 3

Clicks/Impressions OR Clicks/Visitors

Question 4

Conversion Rate Formula

Answer 4

Conversions/Clicks

Question 5

CPA Formula

Answer 5

Total Cost/Conversions OR Clicks*CPC/Conversions

Question 6

The elements of a Search Ad

Answer 6

1. Display URL
2. Headline
3. Description

Question 7

Conversion Path

Answer 7

Landing Page -> Content -> CTA -> Conversion

Question 8

What are Search Ads?

Answer 8

A type of paid advertising, also known as pay-per-click advertising, that gets your business found on search engines

Question 9

What is Quality Score in terms of Search Ads?

Answer 9

Very relevant to a user’s search