With a(n) ______, a search engine will only show ads that have the keyword typed exactly as the searcher used.

a.

exact match

c.

broad match

b.

phrase match

d.

modified broad match

Each time a person clicks on an ad on a SERP, it counts as a(n)

a.

impression

c.

CTR

b.

click

d.

CPC

The percentage of visitors to a website who make a purchase is the

a.

click-through-rate (CTR)

c.

conversion rate

b.

return on advertising spend (ROAS)

d.

costs per acquisition (CPA)

In developing a PPC campaign, an advertiser should consider all of the following information that can be provided by a tool such as Google's Keyword Planner, except

a.

conversion rate for keywords

c.

level of competition

b.

average monthly searches

d.

suggested bid