MKT 3580
"Long tail keywords" are -search terms with lower volume than "fat head keywords" -search terms that produce low conversion rate -search terms for niche product categories -search terms done on mobile devices
search terms with lower volume than "fat head keywords"
2 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? -A because CPM bidding is preferred -B because their ads are expected to earn more money -A because their ads are expected to earn more money -B because CPC bidding is preferred
B because their ads are expected to earn more money
Which of the following is not an example of reputation management? -a company uses Google Alerts to monitor web mentions of its company & its top execs -a company hires a PR firm to attract news stories about the company so that the searches on the company's name will bring up links to the positive news stories instead of negative links -a company uses its customer service team to respond to negative comments about the company online -a company hires a PR firm to attract news stories about the company so that its homepage ranks better on search results
a company hires a PR firm to attract news stories about the company so that its homepage ranks better on search results
A new company with no existing customers should likely focus on -demand generation -demand harvesting -its return policy -loyalty building
demand harvesting
All else being equal, a marketing channel that has a high cost of exposure will have a ______ ROI. -low -high
low
2 competing websites have the same # of links. Website A received all of its links between January 2016 & January 2017. Website B received all of its links between January 2016 & the present. Which website is more likely to rank higher today for a search that is equally relevant to both sites? -B because it has higher link freshness -A because it had an initially faster pace of link generation -they are equal, so Google determines which has a higher ranking by random selection -A because of legacy rankings
B because it has higher link freshness
URL is an acronym for: -Unattached Requisition License -Unified Research Link -Utility Return Limit -Uniform Resource Locator
Uniform Resource Locator
A retail website that wants to track its conversion rate should set up what type of goal? -duration -pages/screens per session -purchase -destination
destination
A single-purpose landing page: -is the lease effective of the landing page types -is the same as a single-product landing page -directs visitors to 1 possible action -provides as much info to visitors as possible
directs visitors to 1 possible action
What led to a thriving ecosystem of influencers on Instagram? -IG was programmed to allow influencers to avoid FTC compliance -IG actively recruited influencers early on -influencers contribute a fixed % of their earnings to IG -paid ads came relatively late to IG
paid ads came relatively late to IG
Which of the following steps in not a part of the social media plan? -determine the objective -measure success -register the company on all social platforms -plan the content
register the company on all social platforms
If an email marketer has a good email list & lots of info about the users on this list, marketing automation would be useful for: -creating new onboarding email copy -automatically creating new content for emails -revamping the segmentation system -targeting emails to the right customers based on their ongoing behavior
targeting emails to the right customers based on their ongoing behavior
Which of the following reflects product-centric demand? -"I really want The North Face's new ski gloves" -"I really need to stay warmer when I ski" -"I only shop at L. L. Bean for winter clothes" -"I need new ski gloves"
"I need new ski gloves"
How many responses are optimal for negative reports on scam reporting websites? -0 -1 -2 -3+
1
During a 1 week period, a website had 3000 total pageviews from 500 sessions. What's the site's average page depth? - (3000+5000)/3000 = 1.17 - 3000/500 = 6 -500/3000 = 0.17 - (3000+500)/500 = 7
3000/500 = 6
Of 500 sessions that occurred on a website over a 1 week period, 200 started on the homepage. 100 of those 200 only saw the homepage before leaving the site. Of the 300 sessions that started on other pages, 100 of them consisted of only 1 pageview. What is the homepage's entrance rate? -50% -20% -30% -40%
40%
A lead generation site received 1000 visitors, gained 80 leads, & booked jobs with 20 of those leads. What is the conversion rate & close rate? -20% & 80% -20% & 25% -8% & 20% -8% & 25%
8% & 25%
If your website ranks 1, 9, 98, & 112 for 4 different keywords, on which keyword should your website first focus SEO efforts? -1 -9 -98 -112
9
To determine whether new ad copy is better at attracting attention, an advertiser should conduct an A/B test & measure -conversion rate -CTR -impression volume -ROAS
CTR
On Twitter, Partner Audiences allow advertisers to target potential customers based on behaviors that occur outside of Twitter. How does Twitter get this info? -Twitter partners with governments to get this info from census data -Twitter has partnered with 3rd party data providers to access this info -The Twitter app hacks this info from other apps on the user's phone -Twitter users voluntarily provide this info when they register with Twitter
Twitter has partnered with 3rd party data providers to access this info
The upper fold of a webpage should answer the questions, "What are you offering?", "Why should I pick you?", and -Where is the search bar? -Who is your top competitor? -What are your top sellers? -What do you want me to do next?
What do you want me to do next?
What enables a website to recognize a computer as a return visitor (as opposed to a first-time visitor)? -a cookie -the computer's physical location -the computer configuration -the IP address
a cookie
NSAMCWADLP means that whenever you create an online marketing campaign, you should also create: -a new email broadcast to inform customers of the marketing campaign -a new analytics account to track the results of the campaign -a dedicated landing page designed specifically for that campaign -a separate line in the accounting ledger to independently track revenues from the campaign
a dedicated landing page designed specifically for that campaign
An editorial link is -a link created by a newspaper editor -a link created voluntarily by another website owner because they value the website's content -a link created by submitting one's own site to a directory or local business archive -a link created in a quid pro quo agreement with another website owner
a link created voluntarily by another website owner because they value the website's content
A banner ad for Netflix should lead people to what kind of landing page? -a lead generation landing page -a subscription landing page -a multi-product landing page -a single-product 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 6pm on Black Friday, the company sends out an email only to members of its email list that (1) clicked on the previous email & (2) did not make a purchase. The 2nd email is an example of -and onboarding email -a broadcast email -a triggered email -a transactional email
a triggered email
Oli Gardner's principle of clarity has been violated if: -a visitor has no idea where a link leads -the website provides no reason to believe in the website's credibility -a visitor converts but doesn't realize they have completed the action -a website visitor sees multiple CTAs on the same page
a visitor has no idea where a link leads
A company like Apple generates so much online commentary that it would be too labor-intensive to monitor it all. But Apple still wants to be on the lookout for negative press. It should therefore: -just examine Google Alerts once per month -monitor blogs only & ignore news sites, discussion forums, etc -just look at 10 randomly selected results from Google Alerts per day -actively monitor crucial alerts like "Apple + fraud" & "Apple + scam"
actively monitor crucial alerts like "Apple + fraud" & "Apple + scam"
Which of the following developments will make consumers more tolerant of notification-based advertising? -consumers will have their bank accounts connected to notifications so they will be charged by notification automatically -consumers will be unable to turn off notifications from any app -notifications will be controlled biometrically -ad targeting will improve so that only informative & welcome notifications will be sent
ad targeting will improve so that only informative & welcome's notifications will be sent
A website that sells high-end ties notices its ads are showing up for searches that include "cheap". Because its ties are expensive, it doesn't 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 -use only exact match in its keyword lists -change any modified broad match keywords to broad match keywords -change any exact match keywords to phrase match keywords
add the word "cheap" to its negative keyword list
The benefit of keyword mapping is -to organize SEO efforts across the many search phrases the website is targeting -to prevent keyword cannibalization in a website's SEO efforts -to make sure the most appropriate webpage shows up on the SERP for every search phrase -all of the above
all of the above
What advantage does a social network have over a display networks for paid advertising? -ads on social media command more attention than banner ads on a display network -ads on social media provide a great number of engagement options -social media networks typically have more intimate knowledge of their users' interests -all of the above
all of the above
When a consumer clicks on a display ad, the landing page should match the ad's: -color scheme -value proposition -imagery -all of the above
all of the above
Posting on a company's social media profiles can improve company profit by -all of the options -increasing loyalty of past & current customers -improving SEO & thereby facilitating 1st-time customer purchases -facilitating purchases from 1st time customers
all of the options
Retail websites can most advisedly grow their email lists by: -automatically putting all customers on the broadcast email list -require an email sign-up before allowing customers to shop on the website -putting an email sign-up pop-up ad on every page of the website -allowing customers to sign up for the email list during the checkout procedure
allowing customers to sign up for the email list during the checkout procedure
A commuter's evening routine is very rigid expect for Friday evening, when they often make extra stops for shopping on the way home. Advertisers would most likely find success if they targeted them with ads: -during the weekend -at the beginning of their evening commute -at the end of their evening commute -during their morning commute
at the beginning of their evening commute
The 3 broad methods of display ad targeting on Google' display network are: -people, demographics, ad style -audiences, demographics, content -demographics, behavior, ad size -people, behavior, content
audiences, demographics, content
The AIDA model states that the process of creating a customer follows these 4 steps: -anticipation, interest, determination, activity -aspiration, innovation, desire action -awareness, interest, desire, action -awareness, intensity, demonstration, anticipation
awareness, interest, desire, action
Why is a high bounce back rate a negative signal of a webpage's quality? -bc this behavior is an indicator that the website might be engaging in click fraud -bc this behavior indicates that the searcher did not like what they saw or find what they are looking for -bc the search engine must load the SERP again, & this wastes the server's bandwidth -bc the search engine rankings are determined by websites' conversion rates, & a high bounce rate means a low conversion rate
bc this behavior indicates that the searcher did not like what they saw or find what they are looking for
Organic search results are typically displayed: -interspersed with paid ads -on page 2 -below the paid ads -at the top of the SERP
below the paid ads
Email marketers can target different segments by: -sending emails only to specific segments of the email list -changing portions of content for each segment within an email -neither -both
both
If I pay to advertiser on Google's ad network & I notice a low conversion rate from mobile users despite having a mobile-optimized website, it is likely that -mobile users prefer to convert in a different way -mobile traffic is poorly qualified (e.g., fat finger clicks) -both -neither
both
Measuring the average sentiment expressed about a company on social media platforms may not be a good reflection of the company's performance because: -some industries generate a generally high level of negative posting regardless of their performance -sentiment coding on social media platforms is sometimes inaccurate -neither -both
both
Targeting consumers based on their location is not as effective as targeting them based on their location & their -past behavior -timing -both -neither
both
The primary conversion for a lead generation site is: -a referral to a friend -a form fill on the website -both a phone call & a form fill -a phone call from a website visitor
both a phone call & a form fill
Which type of YouTube ad lasts exactly 6 seconds? -overlay ads -bumper ads -long, non-skippable video ads -skippable video ads
bumper ads
A nonprofit organization has generated a following of people who have created websites about the organization. Most of the sites are positively-inclined towards the organization; only a few are negative. The organization begins to buy up some of these sites (mostly the positive ones) & redirecting these URLs to their home URL. What is the downside of this strategy? -redirecting websites is never a good idea, because it creates extra copies of content that damage search engine rankings -by redirecting URLs, those URLs will no longer rank independently on search engines, moving other (potentially negative) sites up higher in the rankings -redirecting the URLs to the nonprofit organization's URL will weaken the organization's URL & prevent it from ranking well on search engines -search engines view redirects with suspicion, & having multiple redirects could generate a manual penalty from Google
by redirecting URLs, those URLs will no longer rank independently on search engines, moving other (potentially negative) sites up higher in the rankings
Ad ad's location, bid strategy, daily budget, ad extensions & more are all determined at what level in the AdWords account? -ad level -keyword level -ad group level -campaign level
campaign level
The most reliable way to measure advertising effectiveness is to -use Google's data-driven attribution tool -stop advertising altogether -use linear attribution -conduct a carefully controlled experiment
conduct a carefully controlled experiment
Content marketing differs from advertising in that: -it is illegal to pay for distribution of content marketing -content marketing cannot contain calls to action -content marketing is meant to entice readership/viewership on its own merit -advertising content requires more time & energy to create
content marketing is meant to entice readership/viewership on its own merit
When conducting an A/B test to improve a webpage's design, the measure that should be used to determine which page is better is usually (but not always): -# of clicks during the visit -traffic -conversion rate -time on site
conversion rate
ROAS cannot be calculated within an AdWords account unless: -the advertiser spends a minimum of $250 per week on AdWords -the advertiser has a 6 month history of AdWords advertising -conversion tracking is set up properly in analytics & connected to the AdWords account -the advertiser has achieved at least 50 conversions within the last month
conversion tracking is set up properly in analytics & connected to the AdWords account
Which of the following is not a good example of a website to promote as an alternate result to a branded search? -product microsite -corporate blog -copy of the main website at a different URL -social media profile
copy of the main website at a different URL
Which of the following is not an aspect of a successful website? -create captivating design -drive conversions -maximize revenue -generate traffic
create captivating design
To conduct an A/B test on ad copy, an advertiser merely has to: -create multiple accounts -create multiple ads in an ad group -create multiple ad groups, each with a different ad -create multiple ad campaigns, each with a different ad group
create multiple ads in an ad group
Sending out press releases to entice new organizations to do a story can result in links from these organizations' websites. These links would be considered: -nofollow links -manufactured links -editorial links -manual links
editorial links
On which of the following dimensions are mobile users equal to desktop users? -patience -length of internet usage sessions -importance of location -effectiveness of video
effectiveness of video
Showing the same ad too many times to the same person can annoy customers & in addition is less effective than showing ads fewer times to more people. To avoid showing the same ad 10+ times to the same person, advertisers engaging in remarketing should: -employ frequency caps -rethink their use of remarketing -show remarketing ads only to consumers who have visited the advertiser's website in the last 24 hours -periodically turn off remarketing campaigns
employ frequency caps
A B2B services company is likely to use email marketing to: -broadcast messages to its employees -pursue corporate recruiting -engage in lead nurturing -drive immediate conversions
engage in lead nurturing
In determining what content to show users, Facebook uses all of the following except -recency -past engagement with posting entity -gender -content type
gender
I do a search for "restaurants near me" & I see an ad for a local Thai restaurant only if I am within 400m of the restaurant's location. This location-based ad strategy is called -hyper-targeting -locavore targeting -geo-fencing -temporal training
geo-fencing
An analytics package records all of the following info from visitors except: -browser being used -hard disk space of the computer -timing of the visit/click -location of the visitor
hard disk space of the computer
Jane.com sells clothing & 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.maternity.com/ -https://maternity.jane.com/ -https://jane.com/category5 -https://jane.com/maternity
https://jane.com/maternity
In what way is the Final URL the most important part of a search ad? -as the longest part of the search ad, it takes up the most space -quality score is based exclusively on the Final URL -the Final URL is bolded for users, so it readily entices a click -if the Final URL is wrong, searchers cannot reach the website properly
if the Final URL is wrong, searchers cannot reach the website properly
Why should email marketers remove from their email list any consumers who have not opened an email for several months? -only recipients who have made a purchase in the last month have any chance of purchasing again -large databases are difficult to manage, so companies should try to keep email lists as small as possible -including these recipients puts the company at risk of being blocked by spam filters -including these recipients drives down email metrics & makes the email marketer look bad
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 the conversion rate -increase traffic -increase engagement -increase revenue
increase revenue
Curated social media content refers to content that -was 1st posted more than 1 year earlier & is now being posted for a 2nd time -is created by 2+ companies in a partnership -is created by a company for its own social media profiles -is collected from a variety of other content creators
is created from a variety of other content creators
The primary advantage of a short email sign-up form is that -marketing automation is only possible with short sign-up forms -only customers with serious interest are likely to show up -the company will have more info about customers to enable improved email content targeting -it attracts higher volume of sign-ups than a longer form
it attracts higher volume of sign-ups than a longer form
Email marketing can be especially effective for a search engine like Kayak or Expedia because: -people cannot put emails from search engines in a separate commercial folder within their email account -search engines typically generate no other form of direct traffic -search engines are not allowed to utilize other marketing channels -it typically has info about deals that might interest its consumers
it typically has info about deals that might interest its consumer
The Mobile First design philosophy advocates for designing the mobile first because: -it's easier to adapt a mobile site for display on a desktop computer than the other way around -mobile web design is more visually appealing than desktop design -mobile traffic has more volume than desktop traffic -it's easier to adapt for display on a desktop computer & mobile traffic has more volume than desktop traffic
it's easier to adapt for display on a desktop computer & mobile traffic has more volume than desktop traffic
Why is receiving 100 links from 10 different websites better than receiving 100 links from the same website? -links from 10 websites means higher link diversity than links from the same website -links from 10 websites are more likely to generate social sharing -search engines only register 1 link from any given domain, so they count the 100 links from the same site as 1 link -many links from the same website are a signal of black-hat SEO
links from 10 websites means higher link diversity than links from the same website
Unpaid referral traffic is traffic that comes from: -links from other websites that are not paid for -bots & web crawlers -links from other websites that are paid under the table -banner ads
links from other websites that are not paid for
A company has focused all its efforts on demand harvesting for a while. It should now shift its efforts to include -paid search -loyalty building -demand generation -more demand harvesting
loyalty building
The purpose of hashtags is to -replace the need for images -exceed the 280-character limit -add humorous commentary to a post -make posts searchable
make posts searchable
Writing a blog post for someone else's blog & including links to one's own site would give a website what kind of links? -manual links -manufactured links -nofollow links -editorial links
manual links
Mobile users engage in more "snacking" than desktop users. This means that -mobile users spills crumbs on the phones more readily than on their desktop keyboards -mobile users make small, more frequent purchases -mobile users find restaurants more frequently from their phones -mobile users have shorter, more frequent usage sessions
mobile users have shorter, more frequent usage sessions
An ad that demands a consumer's direct attention is likely to be -ineffective in almost all circumstances -less effective than an ad that is only seen in a consumer's peripheral vision -effective for all audiences -more effective than an ad that doesn't command direct attention
more effective than an ad that doesn't command direct attention
If a company's social media followers exhibit greater purchase frequency than non-followers, this could be sign that the company's social media efforts are producing good results. Alternatively, it may only reflect the fact that: -the social media platform is exaggerating its own performance -the indirect effect of social media is more dramatic than the direct effect -the company's analytics are not properly installed -more loyal customers are more likely to follow the company on social media
more loyal customers are more likely to follow the company on social media
A random sample of consumers will likely have a low customer concentration for Porsche because -Porsche actively tries to prevent most people from buying its cars -Porsche only appeals to young males -Porsche is not a respected brand -most people cannot afford such an expensive car
most people cannot afford such as expensive car
Why is the engagement of social media followers more important than the # of followers? -seeing a company's posts cannot positively affect customer unless they also click the Like button -having a large # of unengaged followers decreases the SEO ranking -most social media platforms don't show company content to followers who are not highly engaged -having a large # of unengaged followers suppresses earned media
most social media platforms don't show company content to followers who are not highly engaged
A consumer sees an ad & purchase the product featured in the ad, but they would have purchased the product anyway even it they hadn't seen the ad. The ad is -effective because the ad caused the consumer to purchase -effective because the consumer purchased the product -not effective because the ad was poorly targeted -not effective because the ad didn't influence their behavior
not effective because the ad didn't influence their behavior
To determine the winner of an A/B test on a subject line, an email marketer should use: -CTR -conversion rate -churn rate -open rate
open rate
Which of the following is not used when calculating an ad's Quality Score? -ad relevance -expected CTR -landing page experience -organic search ranking
organic search ranking
A low conversion rate can be caused by all of the following except: -poor audience selection -poor web design -technical glitches -overly responsive design
overly responsive design
Instagram can be a top social platform for generating 1st time customers even though it has a huge downside in that -corporate accounts on IG don't show up on users' feeds -images tend not to be engaging for potential customers -influencers often prevent adoption of products from major corporations -posts cannot include links to external content
posts cannot include links to external content
In addition to posts from friends & paid-for advertisements, what other 2 types of content are found in a Facebook News Feed? -live videos & pre-recorded videos -new articles & event notices -posts from Liked pages & actions from friends -mobile app download suggestions & financial advice
posts from Liked pages & actions from friends
Who is liable when false info is posted online? -the company that maintains the website on which the false info is posted -the web hosting company that maintains the website's servers -practically nobody -Google & any other search engine that links to the false info
practically nobody
Good display ad copy does everything except: -communicate a value proposition -attract attention -invite action -pre-convert the consumer
pre-convert the consumer
Which of the following is not a match for selecting search ad types? -precise match -broad match -exact match -phrase match
precise match
Which of the following is a valid use of browser Bluetooth for a larger retailer like Target or Walmart? -making audio broadcast announcements in the store -automating checkpoint procedures -improving wi-fi signals in-store -providing location-based info to shoppers
providing location-based info to shopper
Which of the following is not recommended to be shown in a search ad? -CTA -keywords -reference to competitors -UVP
reference to competitors
A company wishing to rank for local searches should first: -register & verify its business with Google's My Business -change its business names to include its more important keywords -begin advertising on Google's ad network -ask its customers for reviews on Yelp & other similar websites
register & verify its business with Google's My Business
An advantage of paid search marketing is that -it is the least expensive channel on a cost-per-exposure basis -there is very little competition for the highest-value keywords -the high start-up costs make it difficult for competitors to bid on profitable keywords -returns are typically seen immediately
returns are typically seen immediately
All of the following activities are more difficult on a mobile device than a desktop computer expect: -clicking -viewing info -scrolling -typing
scrolling
An experiment at eBay showed that advertising on branded keywords were not profitable because: -search advertisements generated almost no clicks -eBay's analytics showed that the ROAS was low -branded keywords are especially expensive on search engines -searchers clicked the organic listing when the advertised listing was not avaliable
searchers clicked the organic listing when the advertised listing was not avaliable
The accelerated mobile pages project is trying to address what shortcoming of mobile devices? -slow loading of webpages -immobility of desktop computers -difficult clicking -poor mobile web design
slow loading of webpages
Which of the following is not an example of direct traffic? -someone clicks on a link from an email -someone types the name of a website into the search bar & clicks the 1st link on the SERP -someone clicks on a bookmark from their browser -someone types the URL of a website into the browser address bar
someone types the name of a website into the search bar & clicks the 1st link on the SERP
Social listening usually entails (1) scraping all public mentions of a company on social media, (2) coding those mentions as pos/neg/neutral, & (3): -making excuses for neg statements -responding to all social media statements with a form letter -monetizing this info -summarizing average sentiment about the company
summarizing average sentiment about the company
Which is not one of the 3 Ts of negative publicity? -take down -timeliness -training -transparency
take down
Twitter consumption is fast-paced because of the short nature of tweets. Pinterest consumption is even faster-paced because -the Pinterest feed automatically scrolls -the Pinterest feed shows multiple columns of images -pins disappear after only 5 seconds on the screen -columns are organized by topic
the Pinterest feed shows multiple columns of images
A website that sells wedding dresses targets ads to (1) women (2) ages 22 to 35 (3) actively searching for wedding dresses (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? -some of the targeting methods cannot be combined on Google's ad network -demographics like gender & age cannot be used to target ads -the audience will be so small the ads are not likely to generate a large volume -it is unethical to use income as a targeting method
the audience will be so small the ads are not likely to generate a large volume
A major advantage of creating content specifically with the goal of ranking well for a popular search phrase is that -the content is not likely to have any competition -a high conversion rate is almost guaranteed from search engine traffic -the content will have built-in distribution -earning high organic rankings tends to happen instantaneously
the content will have built-in distribution
Display advertising has a low exposure effectiveness, but it may still be cost effective because -display ads cost the same regardless of exposure frequency -customer concentration is 100% -it requires a flat fee -the cost per exposure is low
the cost per exposure is low
For a search engine, "relevance" refers to: -how many pages on the website link to one another -the extent to which a webpage's content matches the searcher's query -whether a website has been visited by the searcher before -the traffic level of the website
the extent to which a webpage's content matches the searcher's query
Of 500 sessions that occurred on a website over a 1 week period, 200 started on the homepage. 100 of those 200 only saw the homepage before leaving the site. Of the 300 sessions that started on other pages, 100 of them consisted of only 1 pageview. 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 & file name of several images on the maternity category page of Jane.com will improve the page's relevance score for searches using the word 'maternity'. What other benefit can result from this? -other category pages on the website will be more likely to show up for searches with the word 'maternity' -the images are more likely to show up on image searches that use 'maternity' -Individual product pages that sell maternity products will automatically be optimized for relevant searches -the website will be better organized
the images are more likely to show up on image searches that use 'maternity'
Armond places the following link on his website: <a rel="nofollow" href="http://jane.com">Fashion deals</a>. How will this link be treated differently by search engines? -the link won't pass link authority to jane.com -the link will be used for an image rather than show anchor text -instead of navigating the current window for jane.com, it will create a new window for jane.com -the link will show up as an 'unsecured' link
the link won't pass link authority to jane.com
The "upper fold" is: -the area on a retail site that shows the top sellers -usually the same for mobile devices & desktop computers -the portion of a webpage that is visible without scrolling down -another name for the navigation menu at the top of a webpage
the portion of a webpage that is visible without scrolling down
"Analysis paralysis" occurs when: -the sheer volume of data overwhelms a manager & causes inaction -an analytics package is improperly installed & thus data tracking stops -an analyst goes on vacation without someone else replacing their job responsibilities -a manager makes so many good inferences from the data that they make too many changes
the sheer volume of data overwhelms a manager & causes inaction
After a B2B services company closes a deal with Company X, email marketing may still be useful for purposes of: -training employees within Company X -nurturing leads from Company X -qualifying leads from Company X -generating leads from Company X
training employees within Company X
How can credit card numbers & other sensitive info be transferred across the internet without 3rd parties seeing it? -transport layer security encrypts sensitive info -the internet has developed an ethos of honesty & integrity -only computers with the correct IP address can receive info packets sent across the internet -the internet is hack-proof
transport layer security encrypts sensitive info
In general, the proper response to a negative review on an online review site is to: -understand the situation & take responsibility where appropriate -ignore it -explain how the company is not at fault -send discounts or coupons to compensate for the failure
understand the situation & take responsibility where appropriate
A mobile app that gets installed & used regularly by a large # of customers may still not be profitable if -conversions on the app are higher-value than on the website -using the app doesn't increase users' spending -it produces conversions from a new group of customers -the convenience of using the app increases visit frequency
using the app doesn't increase users' spending
An advertiser wants to show search ads to people searching for running shoes. They want their ad to show only for searches that use "running" or a close variant, but they want to allow for broader matching to "shoes". Which keyword should they use? -[running shoes] -+running +shoes -"running shoes" -+running shoes
+running shoes
An advertiser bids $10 CPM, achieves a 1% CTR & a 5% conversion rate. What would an equivalent CPA bid for this advertiser be? -$20 -$10 -$200 -$100
$20
Which of the following is not a payment method for advertising on Pinterest? -CPC -CPM -CPV -CPE
CPV
What is the anchor text of this link? <a href="http://jane.com">Fashion deals</a> -"http://jane.com" -</a> -Fashion deals -<a href>
Fashion deals
Which of the following is not a dynamic language? -Java -Perl -PHP -HTML
HTML
Which platform has an ad type that is most similar to email marketing? -Pinterest -Twitter -LinkedIn -Snapchat
Advertisers on a display network can pay through each of the following methods except -CPC -flat fee -CPA -CPM
flat fee
Even a highly relevant keyword may not be worth pursuing in your SEO if: -the keyword is often misspelled -the keyword is synonymous with other terms -the keyword has no traffic -the keyword is too long
the keyword has no traffic
On Facebook, custom audiences allow advertisers to: -upload email address of current customers & target users with similar characteristics -create target audiences from the typical targeting methods & save these audiences as a custom audience -customize the ad content to match each user's interests -use demographics in combination with interests to customize their audience targeting
upload email address of current customers & target users with similar characteristics
Which of the following is not a principle of Steven Krug's design for usability paradigm? -break pages up into clearly defined areas -format content to support scanning -create effective visual hierarchies -use complementary colors
use complementary colors
Dynamic remarketing ads -are the best starting place for a digital marketer -use different ad content across targets -are universally more effective than other remarketing ads -use dynamic animation
use different ad content across targets
Creating a post with a discount for a product is an example of providing: -utilitarian value -entertainment value -identity value -social value
utilitarian value
In web design, what's more important than website's visual appeal is: -how new the website is -how many pages it has -whether it generates a high conversion rate -whether the website uses HTML5
whether it generates a high conversion rate
You have a website that sells widgets & 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 home page. How will these new links affect the rankings of your homepage on relevant searches? -no effect on homepage rankings -will damage homepage rankings -will improve homepage rankings for searches on red widgets but damage homepage ranking for searches on yellow widgets -will improve homepage rankings
will improve homepage rankings
A website that sells software made 100 sales of $200 each from 2000 sessions for a total of $20000 in profit & revenue (marginal cost = $0). The average cost to generate each session was $5. Were the 2000 sessions profitable?
yes
