Bidding and Budget 1. If Jared‘s main advertising goal is branding and visibility of his new product line, he should use ____ bidding option CPA CPC CPD CPM None 2. In order to use conversion tracking , you need an Adwords account, a website and: Be fluent in HTML Google Analytics Ability to edit website Conversion code generator None 3. What is Maximum cost-per-click (Max CPC) ? the amount Google asks you to pay for every click on your ad the amount you will always pay for an ad impression the maximum amount you are willing to pay for a click on your ad least amount you are willing to pay for a click on your ad None 4. Which payment setting should an advertiser choose if he wants to have a cap on a cumulative balance on all the monthly invoiced accounts Paypal Payment Automatic payment Manual payment Credit line None 5. In a display network auction when CPC and CPM ads compete with each other the adwords system uses _________ to rank the ads. CPC bid. eCPM. the formula CPC bid * 100 / CPM bid. CPM bid. None 6. What is eCPM ? Electricity Cost Per Million Volt Effective Cost Per Million Impressions Effective Cost Per Thousand Impressions None of these None 7. What kind of result advertiser can expect after increasing bids but limiting daily budget? Increased CPA Higher number of conversions Decreased CPA Lower number of conversions None 8. If Ricky Smith is an advertiser who's advertising goal is branding , he should not Show image ads or multimedia ads in display network pages. Use both Search engines and display network pages and target his customer. Use CPC instead of CPM to increase brand awareness. Use CPM instead of CPC to achieve his goal. None 9. Conversion (1-per-click) is useful to measure: Leads and sign-ups Conversions that are valuable every time they happen (such as purchases) Page views Time on page goals None 10. What kind of result advertiser can expect after increasing bids but limiting daily budget? Increased CPA Higher number of conversions Decreased CPA Lower number of conversions None Time's up
