Semrush PPC Fundamentals Certification Exam Answers

Semrush PPC Fundamentals Certification Exam Answers

Question 1: 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.

Question 2: 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.

Question 3: 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

Question 4: Which part of the sales funnel has the most users?

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

Question 5: Which step in the decision making funnel do most people fit in.

• Action
• Desire
• Interest
• Awareness

Question 6: 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.

Question 7: 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

Question 8: 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

Question 9: With search advertising, what are advertisers competing with each other for?

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

Question 10: Google Ads hierarchy, from largest to smallest, is:

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

Question 11: 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.

Question 12: The negative exact keyword ‘-[beach chair]’ will exclude the following search term:

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

Question 13: 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

Question 14: 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.

Question 15: 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

Question 16: What is the primary metric for determining a winning ad?

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

Question 17: What does PLA stand for?

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

Question 18: True or false? Uploading a CSV of your data feed from your computer will allow you to set an automated schedule.

• True
• False

Question 19: Fill in the blank. Display advertising allows you to reach users at the ___________ stage of the decision making funnel.

• Action
• Awarenes
• Desire
• Interest

Question 20: True or false? Frequency capping sets limits on how many times the same person can see an ad.

• True
• False

Question 21: How many ad sizes are there on the GDN?

• 30
• 10
• 20
• 25

Question 22: Which example of display targeting is NOT one that targets users by content?

• Targeting Topics
• Placement Targeting
• Remarketing
• Contextual Targeting

Question 23: 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

Question 24: Ads for Universal App Campaigns are created:

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

Question 25: 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

Question 26: 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.

Question 27: 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

Question 28: Which is not an example of a dimension?

• Visitors
• Days of the week
• Cities
• Devices

Question 29: 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

Question 30: 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

Question 31: True or false? Building an attribution model helps you to attribute appropriate credit to multiple marketing channels that contributed to a single sale.

• False
• True

Question 32: 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

Question 33: 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.

Question 34: 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

Question 35: 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 the

Question 36: Fill in the blank. You can get more data for your campaigns by segmenting them by \_\_\_\_\_\_

• Time zone
• Country
• Language
• Device

Question 37: With CPC bidding, which bid will be used if a keyword has a separate bid set to its ad group?

• The keyword bid
• The ad group bid
• The average of the two

Question 38: Which bid adjustments can be made at both the ad group and campaign level?

• Day of week
• Geography
• Hour of day
• Device

Question 39: Which automated bidding strategy optimizes for revenue, not sales?

• Max CPA
• Target ROAS
• Target CPA

Question 40: Which of the following is not true about multi-touch conversions?

• They are conversions that happen after more than one website visit
• They require you to build attribution models to effectively give the right amount of credit to each channel
• They are conversions that happen after more than one page visit
• They are conversions that happen after visits on multiple devices

Question 41: When would you not want to set a campaign to accelerated ad delivery?

• When your campaigns are limited by budget
• When your campaigns are profitable
• When your budget is set higher than the campaigns can actually spend
• When you want your ads to run all day

Question 42: True or false? A key difference between a dedicated landing page and a home page is that the home page lets a user choose their path, while a dedicated landing page offers one path.

• True
• False

Question 43: Fill in the blank. The VPC of branded campaigns will almost always be higher than their CPC as you’ll achieve \_\_\_\_\_\_\_\_\_\_ ad rank at very \_\_\_\_\_\_\_\_\_ cost per click since your ads and \_\_\_\_\_\_\_\_\_\_\_ page will always be more relevant than those of your advertising competitors.

• High, low, landing
• High, low, home
• High, high, landing

Question 44: True or false? Branded SEO brings users who have already learned about you from other marketing channels.

• False
• True

Question 45: Which remarketing list would have the lowest-value users?

• Both lists have the same value
• Users that started the order form, but abandoned it
• Users that bounced after hitting your landing page

Question 46: What needs to happen for a PPC campaign to be profitable?

• The cost of the clicks you buy is less than the value they bring in sales
• Every click should be converted to a sale
• The cost of the clicks you buy is equal to the value they bring in sales

Question 47: Which of the following is not true about search advertising:

• The number of users actively searching for your offer is limited
• Its traffic is the cheapest
• It is directly responding to someone’s need

Question 48: What is not an effective PPC strategy?

• The right ad to entice them to click
• Avoiding users that are just clicking on the ads
• A webpage that compels them to continue to purchase
• A plan to reach a segment of internet users
• Establishing milestones that are taken by the user down the path to purchase

Question 49: True or false? All website sales funnels have a landing page.

• False
• True

Question 50: The order of the steps a user takes in the decision-making funnel is:

• Interest, Awareness, Desire, Action
• Awareness, Desire, Interest, Action
• Awareness, Interest, Desire, Action

Question 51: Which two of the following statements are true about macro and micro conversions?

• Macro conversion has value, while micro conversion does not
• The value of macro conversions is determined by the probability that the micro conversion will lead to a macro conversion
• Micro conversions are steps along the sales funnel that, when completed, indicate a likelihood to purchase
• The value of the macro conversion is determined by the net profit of the sale

Question 52: A person searching for ‘beach chairs’ will be more likely to convert if the ad they click on takes them to:

• A page on a website which showcases one or many beach chairs
• A landing page that sells beach umbrellas
• The home page of a home and garden shop that sells beach chairs

Question 53: What does VPC stand for?

• Virtual paid click
• Volume per click
• Value per click

Question 54: What does it take to achieve a higher position than a competing advertiser?

• Higher CPC Bid
• Higher Ad Rank
• Best CTR
• Higher Quality Score

Question 55: You can choose the countries you are targeting in:

• Campaign settings
• Account settings
• MCC settings
• Ad group settings

Question 56: Who will be able to see your ads if you select only “English” in language settings?

• Only people who speak English
• Only people whose web browser’s language is set as English
• Only people who are conducting searches in English

Question 57: Which of the following search terms will not match with the keyword “beach chairs” in phrase match?

• Best beach chairs
• Chair for beach
• Buy beach chair
• Beach chair online

Question 58: If the words ‘local’ or ‘cheap’’ are added to a search term it means that:

• The user is more likely to take action and buy
• The keyword will be cheaper
• You should add ‘-local’ and ‘-cheap’ as negative keywords
• The user is less likely to take action and buy

Question 59: True or false? The reason for creating three separate keyword lists is to segment keywords that represent strong buyer’s intent, that represent interest in the product, and that represent users that could be interested, and to exclude completely irrelevant words as negatives.

• True
• False

Question 60: Which of the following is an example of a call to action?

• Over 10,000 satisfied clients
• Free shipping
• Buy now
• Satisfaction guaranteed

Question 61: Which of the following keywords contains an attribute?

• Wireless pad
• Charging pad
• Samsung wireless charging

Question 62: What is not a component of a PLA ad?

• CTA
• Price
• Title
• Image

Question 63: Which of the following is not a step for launching PLA campaigns?

• Creating a merchant center account
• Uploading your product feed
• Verifying your merchant center account
• Adding your billing details to your merchant center account

Question 64: What is required to effectively run with goal optimized settings? Choose two answers.

• A certain number of users added to a remarketing list
• Significant conversion data
• A global site tag on the landing page only

Question 65: With CPM bidding, you pay:

• Per click
• Per 1000 impressions
• Per sale

Question 66: True or false? You can choose which mobile operating systems and devices you wish to target when you opt out of desktop targeting.

• True
• False

Question 67: True or false? Placement targeting is a less precise way to target users on the GDN.

• True
• False

Question 68: How many banner sizes cover 95% of ad placements?

• 3
• 5
• 4
• 6
• 2

Question 69: Which of the following is not true about banner ads?

• Good banner ads are essential in the margin of a display campaign
• Banner advertising leaves a lot more room for creativity
• Google limits how much text you can put on a banner ad

Question 70: Where are Universal App campaigns not served?

• Google search results
• Apple App Store
• YouTube
• Google Play Store

Question 71: What can not be used for tracking in-app actions?

• Third party platform that is compatible with Google
• Google Website Optimizer
• Google Play
• Google Analytics for Firebase

Introduction to Semrush PPC Fundamentals

SEMrush is a comprehensive tool for digital marketing, and it offers a variety of features for Pay-Per-Click (PPC) advertising. Here’s a basic overview of PPC fundamentals as they relate to SEMrush:

1. Understanding PPC

Pay-Per-Click (PPC) is an online advertising model where advertisers pay each time their ad is clicked. It’s a way to drive traffic to your website by purchasing visits rather than earning them organically.

2. Key Components of PPC Campaigns

• Keywords: The terms or phrases you bid on to have your ads appear in search results. Choosing the right keywords is crucial for targeting the right audience.
• Ad Copy: The text of your ad. Effective ad copy should be compelling and relevant to the keywords you’re targeting.
• Landing Pages: The web pages users are directed to after clicking on your ad. These should be optimized to convert visitors into leads or customers.
• Budget: The amount of money you are willing to spend on your PPC campaign. This includes setting daily or monthly limits.
• Bids: The maximum amount you’re willing to pay per click for your chosen keywords.

3. Using SEMrush for PPC

• Keyword Research: SEMrush offers tools to find relevant keywords and analyze their potential. You can use the Keyword Magic Tool to discover keyword variations, search volume, and competition level.
• Competitor Analysis: SEMrush allows you to analyze your competitors’ PPC strategies. The Advertising Research tool provides insights into their top-performing ads, keywords, and budgets.
• Ad Creation and Optimization: While SEMrush itself doesn’t create ads, it can help you optimize your ad copy and keywords. You can use the Ad Builder feature for ad text ideas and the PPC Keyword Tool to refine your keyword lists.
• Performance Tracking: SEMrush provides tools to track the performance of your PPC campaigns. You can monitor metrics like impressions, clicks, and conversions to evaluate and adjust your strategies.
• Bid Management: SEMrush can help in managing your bids by providing data on keyword competitiveness and suggesting optimal bid amounts to maximize your ROI.

4. Best Practices

• Target Relevant Keywords: Focus on keywords that are highly relevant to your business and audience.
• Optimize Ad Copy: Write compelling and relevant ad copy that matches user intent.
• Test and Refine: Continuously test different ad variations and refine your strategy based on performance data.
• Monitor and Adjust: Regularly review your PPC campaigns and make adjustments based on performance metrics.

By leveraging SEMrush’s tools and features, you can enhance your PPC campaigns and drive better results.