APR 325 Exam 2 UA TERMS || All Correct 100%.
What are types of persuasion? correct answers Ethos, logos, pathos
What is CPM, CPC, CPA, ROAS, CTR, and Conversion Rate? correct answers CPM - Costs per
mile
CPC - Costs per clicks
CPA - Costs per acquisition
ROAS - Return on ad spending
CTR - Click through rate
Conversion Rate - Total conversions / total visitors
What is an impression? correct answers Appearance of ad on SERP
What does SERP mean? correct answers Search Engine Results Page, The page that a search
engine returns after a user submits a search query
What is the difference or buyer's intent between a buyer, grazer, researcher or browser? correct
answers Buyer - Someone who's looking to buy after doing research
Grazer - What the ****
Researcher - A specific task to get credible information
Browser - No specific task to get required information
The top ad position on a SERP goes to what? correct answers The advertiser with the highest
quality score
How does Quality Score work? correct answers rating of the overall user experience that your
ads and landing pages provide when users search for your keyword(s)
Why and where is a Unique Value Proposition important in your owned media? correct answers
Clear statement that explains why your product works better than your competitors, typically
placed on the homepage of a website
What should be included in a search text ads? correct answers a display URL, headline text, and
description text.
What do all call to actions (CTA) must include? correct answers Must look clickable, logically
based, and simple
What is the most common form of PPC advertising? correct answers Search engines
Why should you use multiple channels? correct answers Reach more customers
Why do social media ads tend to perform poorly compared to search ads? correct answers search
ads target consumers who explicitly share their interest in a particular product (it's more targeted)
What are types of persuasion? correct answers Ethos, logos, pathos
What is CPM, CPC, CPA, ROAS, CTR, and Conversion Rate? correct answers CPM - Costs per
mile
CPC - Costs per clicks
CPA - Costs per acquisition
ROAS - Return on ad spending
CTR - Click through rate
Conversion Rate - Total conversions / total visitors
What is an impression? correct answers Appearance of ad on SERP
What does SERP mean? correct answers Search Engine Results Page, The page that a search
engine returns after a user submits a search query
What is the difference or buyer's intent between a buyer, grazer, researcher or browser? correct
answers Buyer - Someone who's looking to buy after doing research
Grazer - What the ****
Researcher - A specific task to get credible information
Browser - No specific task to get required information
The top ad position on a SERP goes to what? correct answers The advertiser with the highest
quality score
How does Quality Score work? correct answers rating of the overall user experience that your
ads and landing pages provide when users search for your keyword(s)
Why and where is a Unique Value Proposition important in your owned media? correct answers
Clear statement that explains why your product works better than your competitors, typically
placed on the homepage of a website
What should be included in a search text ads? correct answers a display URL, headline text, and
description text.
What do all call to actions (CTA) must include? correct answers Must look clickable, logically
based, and simple
What is the most common form of PPC advertising? correct answers Search engines
Why should you use multiple channels? correct answers Reach more customers
Why do social media ads tend to perform poorly compared to search ads? correct answers search
ads target consumers who explicitly share their interest in a particular product (it's more targeted)
