SEMrush PPC Fundamentals Exam Answers

  • Post last modified:27 June 2021
  • Reading time:8 mins read

Table of Contents

How do you get charged with PPC?

  • You pay when a user clicks on your ad that leads to your website.
  • You pay when a user clicks on your ad that leads to your website and makes a purchase.
  • You pay when ads are shown to a user.
Answer
  • You pay when a user clicks on your ad that leads to your website.

Which is NOT true about display advertising?

  • It brings traffic with the strongest buyer’s intent.
  • Display traffic is both cheaper and more plentiful.
  • Your target audience for display advertising is not limited to the number of people looking for you on the web.
Answer
  • It brings traffic with the strongest buyer’s intent.

True or false? An effective PPC strategy should consider the ads themselves; the steps that users take on your website in order to convert to clients is not a part of this strategy.

  • True
  • False
Answer
  • False

Which part of the sales funnel has the most users?

  • The beginning
  • The end
  • Same number throughout
  • The middle
Answer
  • The beginning

Which step in the decision making funnel do most people fit in.

  • Action
  • Desire
  • Interest
  • Awareness
Answer
  • Awareness

What does tracking performance down a sales funnel enable you to do? Choose 3 answers.

  • A/B test different variations of stages along the funnel.
  • Understand the cost for each of the conversions along the funnel.
  • A/B test different ads for highest CTR.
  • Know how much to pay per click.
Answer
  • A/B test different variations of stages along the funnel.
  • Understand the cost for each of the conversions along the funnel.
  • Know how much to pay per click.

More sales copy helps sell to users that are:

  • Higher up on the decision making funnel (first becoming aware)
  • Lower on the decision making funnel (ready to take action and buy)
  • To both groups
Answer
  • Higher up on the decision making funnel (first becoming aware)

How do you get more meaningful statistics without spending more money? Choose 3 correct answers.

  • Limit your advertising to fewer products
  • Focus on fewer users
  • Add keywords
  • Target fewer keywords
Answer
  • Limit your advertising to fewer products
  • Focus on fewer users
  • Target fewer keywords 

With search advertising, what are advertisers competing with each other for?

  • Higher conversion rate
  • Number of ad clicks
  • Ad position
Answer
  • Ad position

  • MCC -> Account -> Campaign -> Ad Group
  • Campaign -> Account -> MCC -> Ad Group
  • Account -> MCC -> Campaign -> Ad Group
Answer
  • MCC -> Account -> Campaign -> Ad Group

What are Google Search Partners?

  • Websites that belong to Google.
  • Websites that aren’t Google properties, but have a search box which delivers Google’s search results.
  • Advertising agencies that manage Google search campaigns.
Answer
  • Websites that aren’t Google properties, but have a search box which delivers Google’s search results. 

The negative exact keyword ‘-[beach chair]’ will exclude the following search term:

  • beach chair
  • best beach chair
  • best beach chairs
  • beach chairs
Answer
  • beach chair

Fill in the blank: It is important to take into consideration the decision making funnel when conducting keyword research so that you focus on more actionable words that will help you deliver a __________CTR with Google and ________ better.

  • Maximum, show up
  • Higher, convert
  • Lower, sell
Answer
  • Higher, convert

Which two statements are not true about Google Ads Keyword planner?

  • It helps forecast the search volume.
  • It gives keyword ideas.
  • It is only available in your current location.
  • It is a not free tool.
Answer
  • It is only available in your current location.

True or false? A feature that the SEMrush Keyword Magic Tool offers which the AdWords Keyword Tool lacks is the ability to list attributes along side roots.

  • True
  • False
Answer
  • True

What is the primary metric for determining a winning ad?

  • Lowest cost per click
  • Clicks
  • CTR
  • Ad position
Answer
  • CTR

What does PLA stand for?

  • Priority Listing Ad
  • Paid Listing Ad
  • Product Listing Ad
Answer
  • Product Listing Ad

True or false? Uploading a CSV of your data feed from your computer will allow you to set an automated schedule.

  • True
  • False
Answer
  • False

Fill in the blank. Display advertising allows you to reach users at the ___________ stage of the decision making funnel.

  • Action
  • Awareness
  • Desire
  • Interest
Answer
  • Awareness

True or false? Frequency capping sets limits on how many times the same person can see an ad.

  • True
  • False
Answer
  • True

How many ad sizes are there on the GDN?

  • 30
  • 10
  • 20
  • 25
Answer
  • 25

Which example of display targeting is NOT one that targets users by content?

  • Targeting Topics
  • Placement Targeting 
  • Remarketing
  • Contextual Targeting
Answer
  • Remarketing

Fill in the blank. The best practice for a/b testing two different calls to action for a __________ad is to test banners that are __________in every way, with the exception of the call to action.

  • text, different
  • text, identical
  • banner, identical
  • banner, different
Answer
  • banner, identical

Ads for Universal App Campaigns are created:

  • Automatically in the Merchant Center.
  • In the Google Ads UI.
  • Automatically from the Google Play store listing.
Answer
  • Automatically from the Google Play store listing.

True or false? It is important to track in-app actions to optimize for users that are engaged in completing valuable actions within the app, not app installs.

  • False
  • True
Answer
  • True

How much budget should you set when launching your Universal App campaigns?

  • 50 times that of your target cost per installation.
  • The most you’re willing to lose to gather stats until you’re profitable.
  • 25 times that of your target per cost installation.
Answer
  • 50 times that of your target cost per installation.

If a keyword has a 2% conversion rate, and the value of a conversion is $100, what is the value per click of that keyword?

  • $0.2
  • $0.002
  • $0.02
  • $2
Answer
  • $0.02

Which is not an example of a dimension?

  • Visitors
  • Days of the week
  • Cities
  • Devices
Answer
  • Visitors

Conversion Optimizer works by:

  • Automatically adjusting bids keywords as well as other dimensions in a campaign
  • A/B testing your landing page for higher conversion rates
  • Automatically finding targeting that will be more likely to convert into users
  • Running your campaign during hours where users will be more likely to convert
Answer
  • Automatically adjusting bids keywords as well as other dimensions in a campaign

True or false? Your campaign should be limited by its budget setting when you want to limit losses on unprofitable campaigns that are being optimized.

  • False
  • True
Answer
  • True

True or false? Building an attribution model helps you to attribute appropriate credit to multiple marketing channels that contributed to a single sale.

  • True
  • False
Answer
  • True

When you have dedicated landing pages, who is the home page meant to serve?

  • Both groups
  • Users that already know who you are
  • Users that do not know you
Answer
  • Users that already know who you are

Which is NOT a consequence of the situation when you DON’T bid on your brand name?

  • Losing sales from people that are ready to buy, but research you first.
  • Losing users who are specifically searching for your brand.
  • Losing positions in organic SERP.
Answer
  • Losing positions in organic SERP.

Fill in the blank. Branded SEO is _______ because SEO is about being _______ and nobody is more _______ for your brand than you are.

  • easy, visible, visible
  • easy, relevant, relevant
  • complicated, relevant, irrelevant
  • expensive, top-ranked, relevant
Answer
  • easy, relevant, relevant

How should Remarketing lists be segmented? Choose two options.

  • Number of visitors to your landing page.
  • Value of the users on the list.
  • Different ad messages that could work best with them.
Answer
  • Value of the users on the list.
  • Different ad messages that could work best with them.

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