J4262 Final Exam Mizzou

¡Supera tus tareas y exámenes ahora con Quizwiz!

An advertiser bids $10 CPM, achieves a 1% CTR and achieves a 5% conversion rate. What would an equivalent CPA bid be for this advertiser be?

$20

An advertiser wants to show search ads to people searching for running shoes. She wants her ad to show only for searches who use "running" or a close variant, but she wants to allow for broader matching to "shoes". Which keyword will accomplish this?

+running shoes

during a one week period, a website had 3000 total page views from 500 sessions. What is the sites average page depth

3,000/500 = 6

from question 25, what is the homepage's bounce rate

40%

a lead generation website received 1000 visitors, gained 80 leads, and booked jobs with 20 of those leads. What is the conversion rate and what is the close rate

8%, 25%

Which of the following is NOT a dynamic language

HTML

URL is an acronym for

Uniform Resource Locator

what enables a website to recognize a computer as a return visitor (as opposed to a first time visitor)

a cookie

NSAMCWADLP means whenever you create an online marketing campaign you should also create

a dedicated landing page designed specifically for that campaign

An editorial link is

a link created voluntarily by another website owner because he/she values the websites content

the primary conversion for a lead generation site is

a phone call from a website visitor and a form fill on the website

a banner ad for netflix should lead people to what kind of landing page

a subscription landing page

A company sends out a broadcast email to its entire email list informing the list about Black Friday deals. At 6:00 pm on Black Friday, the company sends out an email only to members of its email list that (1) clicked on the previous email and (2) did not make a purchase. This second email is an example of

a triggered email

Oil Gardners principle of clarity has been violated if

a visitor has no idea where a link leads

A website that sells high-end ties notices that its ads are showing up for searches that include "cheap". Because its ties are expensive, it does not want its ads to show up for searchers using the word "cheap". What should this advertiser do?

add the word cheap to its negative keyword list

Two advertisers achieve the same 1% CTR on their ads. Advertiser A bids $10 CPM while Advertiser B bids $1.50 CPC. Which advertiser will be awarded more impressions from the ad network?

advertiser b because their bids are expected to earn the ad network more money

retail websites can most advisedly grow their email list

allowing customers to sign up for the email list during the checkout

the three broad methods of display ad targeting on googles display network are

audiences demographics content

the AIDA model states that the process of creating a customer follows these four steps

awareness interest desire action

why is a high bounce back rate a negative signal of a webpages quality

because this behavior indicates that the searcher did not like what they saw or find what they were looking for

organic search results are typically displayed

below the paid ads

which type of YouTube ad lasts exactly 6 seconds

bumper ads

the most reliable way to measure advertising effectiveness is to

conduct a carefully controlled experiment

Content marketing differs from advertising in that

content marketing is meant to entice readership/viewership on its own merits

when conducting an A/B test to improve a webpages design, the measure that should be used to determine which page is better is usually (but not always)

conversion rate

Return on Advertising Spend (ROAS) cannot be calculated within an AdWords account unless

conversion tracking is set up properly in analytics (or Tag Manager) and connected to the AdWords account

what is NOT an aspect of successful websites

create captivating design

To conduct an A/B test on ad copy, an advertiser merely has to

create multiple ads in an ad group

a retail website that wants to track its conversion rate should set up what type of goal

destination

a single purpose landing page

directs visitors to one (and usually only one) possible action

Sending out press releases to entice news organizations to do a story about a company can result in links from these news organizations' websites. These links would be considered

editorial links

showing the same advertisement too many times to the same person can annoy consumers and in addition is less effective than showing ads fewer times to more people. To avoid showing the same ad 10 or more times to the same person advertisers engaging in remarketing should

employ frequency caps

A b2b services company is likely to use email marketing to

engage in lead nurturing

posting on a companys social media profiles can improve company profit by

facilitating purchases from first time customers increasing loyalty of past and current customers improving seo and therby facilitating first time customer purchases

what is the anchor text of this link <a href="http://jane.com">Fashion deals</a>?

fashion deals

advertisers on a display network can pay through each of the following methods EXCEPT

flat fee

an analytics package records all of the following information from visitors EXCEPT

hard disk space of the computer

jane.com sells clothing and accessories. They want their line of maternity clothing to show up on searches that include maternity. What should the URL for the maternity category page be

https://jane.com/maternity

In what way is the Final URL the most important part of a search ad?

if the final URL is wrong, searchers cannot reach the website properly

why should email marketers remove from their email any list of consumers who have not opened an email for several months

including these recipients puts the company at risk of being blocked by spam filters

when a shopper puts an item in their online shopping cart, Amazon recommends add-on products to

increase revenue

curated social media content refers to content that

is collected from a variety of other content creators

the primary advantage of a short email sign up form is that

it attracts a higher volume of sign ups than a longer form

the mobile first design philosophy advocated for designing the mobile first because

it is easier to adapt a mobile site for display on a desktop computer than it is to adapt a desktop site for display on a mobile device

email marketing can be especially effective for a search engine like kayak or expedia because

it typically has information about deals that might interest its customers

which platform has an advertisement type that is most similar to email marketing

linkedin

Why is receiving 100 links from 10 different websites better than receiving 100 links from the same website?

links from 10 websites mean a higher link diversity than links from one website

unpaid referral traffic is traffic that comes from

links from other websites that are not paid for

the purpose of hashtags is to

make posts (tweets) searchable

Writing a blog post for someone else's blog and including links to one's own site would give a website what kind of links?

manual links

if a companys social media followers exhibit greater purchase frequency than non-followers, this could be a sign that the companys social media efforts are producing good results

more loyal customers are more likely to follow the company on social media

why is the engagement of social media followers more important than the number of followers

most social media platforms do not show company content to followers who are not highly engaged

an advertiser on pinterest who wants to drive as much traffic as possible to their website should use what type of ad

one tap pins

Which of the following is NOT used when calculating an ad's Quality Score?

organic search ranking

a low conversion rate can be caused by all of the following except

overly responsive design

what led to a thriving ecosystem of influencers on instagram

paid advertisements came relatively late to instagram

instagram can be a top social platform for generating first-time customers even through it has a huge downside in that

posts cannot include links to external content

in addition to posts from friends and paid for advertisers, what other two types of content are found in a facebook like news feed (though with much lower frequency)

posts from liked pages and actions from friends

good display ad copy does everything except

pre convert the consumer

Which of the following is NOT a match type for selecting search ad targets?

precise match

Which of the following is NOT recommended to be shown in a search ad?

reference to competitors

a company wishing to rank for local searches should first

register and verify its business with google my business

which of the following steps is NOT a part of the social media plan

register the company on all social platforms

long tail keywords are

search terms with lower volume than fat head keywords

An experiment at eBay showed that advertising on branded keywords (searches that included "eBay") were not profitable because

searchers clicked the organic listing when the advertised listing was not available

email marketers can target specific segments by

sending emails only to specific segments of the email list changing portions of content for each segment within an email

what advantage does a social network have over a display network for paid advertising

social media networks

measuring the average sentiment expressed about a company on social media platforms may not be a good reflection of the companys performance because

some industries generate a high level of negative posting regardless of their performance sentiment coding on social platforms is sometimes inaccurate

what is NOT an example of direct traffic

someone types the name of a website into a search bar and clicks the first link on the search engine results page

Social listening usually entails (1) scraping all public mentions of a company on social media, (2) coding those mentions as positive, negative, or neutral, and (3)

summarizing average sentiment about the company

if an email marketer has good email lists and lots of information about the users on this list, marketing automation would be useful for

targeting emails to the right users based on their outgoing behavior

a website that sells wedding dresses targets ads to (1) women (2) ages 22 to 35 (3) actively searching for a wedding dress (4) with an interest in fashion (5) in the top 10% of income (6) within the greater Denver area. What is a major downside of this targeting?

the audience will be so small that the ads are not likely to generate a large volume

n ad's location, bid strategy, daily budget, ad extensions, and more are all determined at what level within the AdWords account?

the campaign level

to determine whether a new ad copy is better at attracting attention an advertiser should conduct and A/B test and measure

the click through rate

A major advantage of creating content specifically with the goal of ranking well for a popular search phrase is that

the content will have built in distribution

for a search engine, relevance refers to

the extent to which a webpage's content matches the searchers query

of the 500 sessions that occurred on a website during a one-week period, 200 of them started on the homepage, 100 of these 200 sessions saw only the homepage before leaving the site. Of the 300 sessions that started on other pages, 100 of them consisted of only one page view. Which is higher: the site bounce rate or the homepage's bounce rate

the homepage's bounce rate

including the word maternity in the alt text and file name of several images on the maternity category page of jane.com will improve the pages relevance score for searches using the word maternity. What other benefits can result from this

the images are more likely to show up on image searches that use maternity

even a highly relevant keyword may not be worth pursuing in your seo if

the keyword has no traffic

if your website ranks 1, 9, 98, and 112 for four different keywords on which keyword should your website first target SEO efforts

the keyword on which your site ranks 9

I place the following link on my website: <a rel="nofollow" href="http://jane.com">Fashion deals</a>. How will this link be treated differently by the search engines than the link in question 42

the link will not pass link authority to jane.com

to determine the winner of an A/B test on a subject line an email marketer should use

the open rate

twitter consumption is fast paced because of the short nature of tweets. Pinterest consumption is even faster paced because

the pinterest feed shows multiple columns of images

the upper fold is

the portion of a webpage that is visible without scrolling down

analysis paralysis occurs when

the sheer volume of data overwhelms a manager and causes inaction

You have a website that sells widgets, and you have a category page specifically for blue widgets. After some extensive outreach efforts, you are able to gain 100 links to your blue widgets category page, but no links to your homepage. How will these new links affect the rankings of your homepage on relevant searches?a) They will damage homepage rankings

they will improve homepage rankings

the benefit of keyword mapping is

to make sure the most appropriate webpage shows up on the serp for every search phrase to organize seo efforts across the many search phrases the website is targeting to prevent keyword cannibalization in a websites seo efforts

after a b2b services company closes a deal with company x email markeing may still be useful for purposes of

training the employees within company x

How can credit card numbers and other sensitive information be transferred across the internet without third parties seeing it (and stealing it)

transport layer security encrypts sensitive information

on twitter, partner audiences allow advertisers to target potential customers based on behaviors that occur outside twitter. How does twitter get this information

twitter has partnered with third party data providers to access this information

on facebook, custom audiences allows advertisers to

upload email addresses of current customers and target users with similar characteristics

which of the following is NOT a principle of steve krugs design for usability paradigm

use complementary colors

Dynamic remarketing ads

use different ad content across targets

in the original EdgeRank formula, affinity score referred to

users liking of the friend or page making the post

creating a post with a discount for a product is an example of providing

utilitarian value

when a consumer clicks on a display ad the landing page should match the ads

value proposition color scheme imagery

Two competing websites have the same number of links. Website A received all of its links between January 2016 and January 2017. Website B received its links from January 2016 to the present. Which website is likely to rank higher today for a search that is equally relevant to both sites?

website b because it has higher link freshness

the upper fold of a webpage should answer the questions what are you offering, why should i pick you, and

what do you want me to do next

in web design what is more important than a websites visual appearance

whether it generates a high conversion rate

a website that sells software made 100 sales of 200 each from 2000 sessions (for a total of 20000 in revenue and profit - the marginal cost of these sales was 0). The average cost to generate each session was 5 bucks (the traffic came from a paid advertising campaign). Were these 2000 sessions profitable

yes


Conjuntos de estudio relacionados

Global Test 6 + Map + Primary Source IDs/Short Answer + Timeline

View Set

Psychology Chapter 9: Study Guide

View Set

CHAPTER 14: Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy

View Set

Chapter 5 Quiz Organizational Behavior

View Set