Pay-Per-Click (PPC) Advertising MCQs

By: Prof. Dr. Fazal Rehman Shamil | Last updated: September 19, 2024

1. What does “Pay-Per-Click (PPC)” refer to in digital advertising?
A) An advertising model where advertisers pay a fee each time their ad is clicked
B) A model where advertisers pay a flat rate for placing their ads
C) A method of organic search engine optimization
D) A technique for optimizing website content for search engines

Answer: A) An advertising model where advertisers pay a fee each time their ad is clicked

2. Which of the following is a common PPC platform?
A) Google Ads
B) Facebook Insights
C) LinkedIn Analytics
D) Instagram Stories

Answer: A) Google Ads

3. What is a “click-through rate (CTR)” in PPC advertising?
A) The percentage of people who click on an ad after seeing it
B) The total amount spent on an ad campaign
C) The number of impressions an ad receives
D) The cost of each click on an ad

Answer: A) The percentage of people who click on an ad after seeing it

4. What is the purpose of using keywords in PPC advertising?
A) To target ads to users based on specific search terms
B) To increase the organic search ranking of a website
C) To track website traffic without paying for ads
D) To improve the design of ad creative

Answer: A) To target ads to users based on specific search terms

5. What does the term “ad auction” refer to in PPC advertising?
A) The process where advertisers bid for ad placements based on keywords
B) The evaluation of ad performance metrics
C) The review of ad creative by a marketing team
D) The selection of ad platforms for a campaign

Answer: A) The process where advertisers bid for ad placements based on keywords

6. What is a “landing page” in the context of PPC advertising?
A) The web page where users land after clicking on an ad
B) A page that lists all active PPC campaigns
C) A page that shows the ad creative and copy
D) A page where advertisers submit their bids

Answer: A) The web page where users land after clicking on an ad

7. What does “Quality Score” mean in PPC advertising?
A) A metric used by search engines to determine the relevance and quality of ads and landing pages
B) A measure of the total number of clicks an ad receives
C) A score based on the amount spent on a PPC campaign
D) A rating given by users who interact with the ad

Answer: A) A metric used by search engines to determine the relevance and quality of ads and landing pages

8. Which of the following is NOT a typical PPC bidding strategy?
A) Cost-Per-Click (CPC)
B) Cost-Per-Mille (CPM)
C) Cost-Per-Acquisition (CPA)
D) Cost-Per-Engagement (CPE)

Answer: D) Cost-Per-Engagement (CPE)

9. What is “retargeting” in PPC advertising?
A) Showing ads to users who have previously visited a website but did not convert
B) Targeting new users based on their search history
C) Changing the ad creative to match current trends
D) Adjusting the ad budget for different times of the day

Answer: A) Showing ads to users who have previously visited a website but did not convert

10. What does “conversion rate” measure in PPC campaigns?
A) The percentage of clicks that result in a desired action, such as a purchase or sign-up
B) The total number of impressions an ad receives
C) The cost associated with acquiring a new customer
D) The number of times an ad is shown to a user

Answer: A) The percentage of clicks that result in a desired action, such as a purchase or sign-up

11. Which PPC metric indicates the amount spent for each click on an ad?
A) Cost-Per-Click (CPC)
B) Click-Through Rate (CTR)
C) Cost-Per-Impression (CPM)
D) Return on Ad Spend (ROAS)

Answer: A) Cost-Per-Click (CPC)

12. What does “Ad Rank” determine in a PPC auction?
A) The position of an ad on the search results page
B) The quality of the ad creative
C) The overall cost of the PPC campaign
D) The amount of traffic driven to the landing page

Answer: A) The position of an ad on the search results page

13. Which of the following is a common goal of a PPC campaign?
A) Driving targeted traffic to a website
B) Improving organic search engine rankings
C) Increasing social media followers
D) Enhancing email open rates

Answer: A) Driving targeted traffic to a website

14. What is “Cost-Per-Acquisition (CPA)” in PPC advertising?
A) The cost incurred to acquire a customer or lead through an ad
B) The total amount spent on ad impressions
C) The average amount spent per click on an ad
D) The cost of producing the ad creative

Answer: A) The cost incurred to acquire a customer or lead through an ad

15. Which feature helps in managing PPC ads across multiple platforms from a single interface?
A) Ad management tools or platforms like Google Ads Manager
B) Search engine optimization tools
C) Social media engagement metrics
D) Content creation software

Answer: A) Ad management tools or platforms like Google Ads Manager

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