Paid Media Session 10 Quiz

When did the first display ad appear on the internet?

April 12, 2000
August 15, 1990
November 3, 1995
October 27, 1994 (correct)

What percentage of people clicked on the first display ad they saw?

44% (correct)
75%
32%
60%

What are the two main categories that display advertising generally falls into?

Email and Search
Social and Video
Branding and Performance (correct)
Audio and Print

What does brand-focused display advertising primarily center around?

Brand awareness and engagement (B) Signup and view all the answers

What is the primary focus of performance-focused display advertising?

Digital sales and lead generation (D) Signup and view all the answers

What is a key element of a good display strategy according to the text?

Evaluating the entire customer and media picture (A) Signup and view all the answers

What is cost-per-click (CPC)?

Total cost divided by the number of users clicking on the ad (C) Signup and view all the answers

Which of the following is NOT a type of conversion mentioned in the text?

Pre-click conversion (A) Signup and view all the answers

What is a potential issue with display advertising mentioned in the text?

Ad blockers (A) Signup and view all the answers

What is banner blindness?

When users ignore display ads due to their prolific nature (B) Signup and view all the answers

What is a solution mentioned in the text to address banner blindness?

Using remarketing and rich media ads (C) Signup and view all the answers

Based on the information provided, what can be inferred about the future of display advertising?

Display advertising should continue with strategies to address challenges (B) Signup and view all the answers

What is a key feature of Gmail sponsored promotions (GPS)?

They show up in personal Gmail boxes (B) Signup and view all the answers

How many characters of body text can a Gmail sponsored promotion ad accommodate?

100 characters (D) Signup and view all the answers

What is the purpose of a master creative in display advertising?

To act as a template for all the sizes in the campaign (D) Signup and view all the answers

Why is it not recommended to create banners from scratch for a campaign?

It requires expert coding and design skills (B) Signup and view all the answers

What are the basic design principles for creating a good display ad?

Colours that match your brand identity (D) Signup and view all the answers

What is the advantage of using an HTML5 ad builder tool to create banners?

It allows for easier customization (B) Signup and view all the answers

What is the primary metric used to measure the performance of a Remarketing campaign?

Cost per Acquisition (CPA) (A) Signup and view all the answers

What is the first step in setting up a Remarketing campaign?

Set up the Google Ads tag on your website (A) Signup and view all the answers

Which of the following is NOT an option for building a Remarketing list in Google Ads?

Email Subscribers (D) Signup and view all the answers

How do you access the Audience Manager in Google Ads?

Click the tools icon > Shared library > Audience manager (C) Signup and view all the answers

What is the purpose of a 'Custom Combinations' Remarketing list?

To create a list from multiple existing Remarketing lists (C) Signup and view all the answers

What do Custom Intent audiences allow you to do?

Define and reach people who have the intent to purchase, updated in real-time (B) Signup and view all the answers

How does Similar Audiences work?

It finds users who are similar to an existing remarketing list or compatible uploaded list (C) Signup and view all the answers

What does the Impressions metric measure in display advertising?

The number of times an ad appears on a web page (C) Signup and view all the answers

What does the Reach metric demonstrate in display advertising?

The number of unique views a particular ad receives (D) Signup and view all the answers

What does the Engagement (rate) metric measure in display advertising?

How many people interact with an ad, often displayed as a percentage (B) Signup and view all the answers

What does the Click-through rate (CTR) metric measure in display advertising?

The total number of people who click on the ad after seeing it (D) Signup and view all the answers