Semrush PPC Fundamentals Certification Exam Answers

Clear My Certification May 9, 2024 Semrush Leave a comment 58 Views

Let’s dive into some fundamental aspects of PPC (Pay-Per-Click) advertising using SEMrush:

Keyword Research: SEMrush provides tools to research and identify the most relevant keywords for your PPC campaigns. These tools can help you discover high-volume keywords, long-tail keywords, and competitor keywords that can be targeted to improve your ad performance.
Competitive Analysis: SEMrush allows you to analyze your competitors’ PPC strategies, including their ad copies, keywords, and budget allocation. This information can help you understand what’s working in your industry and refine your own PPC campaigns accordingly.
Ad Creation and Optimization: SEMrush offers features to create and optimize your PPC ads. You can test different ad copies, headlines, and visuals to improve your ad’s click-through rate (CTR) and conversion rate. Additionally, SEMrush provides recommendations for improving your ad quality score, which can lower your cost-per-click (CPC) and improve ad placement.
Bid Management: SEMrush provides bid management tools to help you optimize your keyword bids for maximum ROI. You can set bid strategies based on your advertising goals, such as maximizing clicks, conversions, or ROI. SEMrush also offers automated bidding options to streamline the bid management process.
Ad Performance Tracking: SEMrush allows you to track the performance of your PPC campaigns in real-time. You can monitor key metrics such as CTR, conversion rate, cost-per-acquisition (CPA), and return on ad spend (ROAS). This data enables you to identify areas for improvement and make data-driven decisions to optimize your campaigns.
Ad Extensions: SEMrush supports various ad extensions, such as sitelinks, callouts, and structured snippets, which can enhance your ad’s visibility and relevance. By leveraging ad extensions, you can provide additional information to potential customers and improve the overall effectiveness of your PPC ads.
Audience Targeting: SEMrush provides audience targeting features to help you reach the most relevant audience for your ads. You can target audiences based on demographics, interests, behavior, and remarketing lists to increase ad relevance and engagement.
Ad Scheduling: SEMrush allows you to schedule your ads to appear at specific times and days of the week. By optimizing ad scheduling, you can ensure that your ads are shown when your target audience is most likely to be active, maximizing the effectiveness of your PPC campaigns.

By leveraging these SEMrush PPC fundamentals, you can create and optimize effective PPC campaigns that drive traffic, leads, and sales for your business.

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?

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.