By Monitoring Ad Campaign Performance, an Advertiser May Obtain the Information

question 18

Multiple Choice

By monitoring ad campaign performance, an advertiser may obtain the information needed to:

• A) Determine if campaigns are meeting overall marketing and conversion goals.
• B) Compare campaign performance to that of individual competitors.
• C) Create duplicate ad groups with identical keywords and different ad variations.
• D) Create additional AdWords accounts for low-performing keywords.

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Definitions:

Modigliani

Refers to Franco Modigliani, an economist known for his work on the Modigliani-Miller theorem, which addresses the valuation of stocks and corporate taxes.

Miller

Miller refers to the Miller Modigliani theorem or Miller's theory, which deals with the capital structure of a company and the relationship between the return required by investors and the company's equity and debt.

Tax Shield

A reduction in taxable income for an individual or corporation achieved through claiming allowable deductions such as mortgage interest, medical expenses, or depreciation.

Bankruptcy Costs

Expenses associated with the process of declaring bankruptcy, including legal, administrative, and direct costs.