American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

What is the primary purpose of Pay-per-click (PPC) ads?

1. To drive traffic to a custom landing page where you can generate leads.

2. To increase sales directly from social media platforms.

3. To build brand awareness without specific targeting.

4. To optimize search engine results.

The correct answer is: To drive traffic to a custom landing page where you can generate leads.

The primary purpose of pay-per-click (PPC) ads is to drive traffic to a specific landing page where businesses can generate leads. This approach is essential for effective online marketing strategies, as it allows advertisers to create targeted campaigns that attract users actively searching for relevant products or services. When users click on a PPC ad, they are directed to a landing page designed to convert that traffic into leads or sales, making the ad a crucial component in the customer acquisition funnel. Engaging potential customers through a focused landing page is critical because it enhances the likelihood of conversion. The landing page can include specific calls-to-action, offers, and content tailored to the audience that aligns with the ad they clicked on. In this way, PPC effectively serves its purpose of not just driving traffic but also optimizing for maximizing lead generation and sales. In contrast, other choices address broader themes and outcomes that are not the primary function of PPC. While social media platforms can be used for PPC ads, the main goal is typically lead generation rather than just increasing sales directly. Similarly, building brand awareness, while a potential outcome of various advertising strategies, is not the direct reason for employing PPC ads, which typically focus more on driving measurable actions rather than general recognition. Lastly, while PPC can