Bidding and Budget 1. 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 2. CPM bidding can be used on Display and Search Network? TRUE FALSE None 3. What is the formula to calculate Click-through-rate (CTR)? (Number of Clicks / Number of Impressions) (Number of Clicks * Number of Impressions) / 100 (Number of Impressions / Number of Clicks) *100 (Number of Clicks / Number of Impressions) * 100 None 4. What does ‘conversion’ mean? A desired action on the website. Purchase of several high valued products/services. An impression which gets converted to a click. Sales of 1000 USD using Adwords. None 5. 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 6. Which factor should be most important to you while deciding keyword bids in manual cost-per-click bidding, when your main aim is to get Conversions? Use traffic estimator Profit from a paid click Quality score of keyword first page bid estimate None 7. 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 8. How many ad delivery methods are there after you set your campaign's budget? one three Two four None 9. When the main goal of the website is to is to get more people to sign up for a newsletter, what should advertiser focus on? Customer engagement, reach and frequency Impressions and CPA Conversion data, conversion URLs Clicks , clickthrough rate, search terms 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
