Search and Display Advertising Final Exam

The _____ is the uppermost in the hierarchy of domain names.

Top-Level Domain

Advertising networks can provide information about the people who saw the advertisements as well as those who acted on it. True or False?

True

Flat rate would appeal to a media buyer who may be testing an online campaign that targets niche markets. True or False?

True

If the merchant or the affiliate network hosts the banners, these can be updated without the affiliates having to do anything. True or False?

True

The growth of the Internet usage has resulted in the declining distribution of traditional media. True or False?

True

The key to successful affiliate marketing is ongoing communication and marketing to your affiliates. True or False?

True

A search engine's set of rules for computing ranking is called _____. a) Convention b) Algorithm c) Protocol d) Custom e) Codec

b) Algorithm

Before launching an affiliate marketing campaign, you should have a clear idea of your business's identity, goals, and _____.

Unique Selling Points

_____ represents the name of a Web Site that distinguishes it from other systems on the World Wide Web.

WWW URL

Affiliate marketing came to the fore as a way for loyalty sites to make money, though this now forms a small part of the marketing mix. True or False?

False

Affiliate tracking software collects information only if the desired action is completed. True or False?

False

Alan Emtage developed rules for the World Wide Web and was credited as being the "Web's Father." True or False?

False

If a user searches for "car rental," the search engine will look for paves that are relevant to "car rental" but it will not look for pages that are relevant to "car hire," or "vehicle hire." True or False?

False

One of the benefits of eMarketing is that the strategies need not be user-centric. True or False?

False

Organic Search Results are generally found on the right-hand side of the search engine. True or False?

False

Time spent on a Web Page is not a measure of the level of interaction a Web User has with a Web Site. True or False?

False

Web Sites pay the search engines to get listed in the Organic Search Results. True or False?

False

When you enter a URL into the address bar of a browser, the cookies indicate where the document is that you are linking to. True or False?

False

While optimizing a Web Page for a key phrase, the key phrase should not be used in the metadescription of the page. True or False?

False

A floating advertisement appears in a layer over the content as a separate window. True or False?

False

A group of Web Sites on which advertisements can be purchased through a single sales entity is called _____.

Advertising Network

The visible, clickable text in a link is known as _____ text.

Anchor

An online advertisement in the form of a graphic image that appears on a Web Site is called _____.

Banner Advertisement

_____ SEO refers to trying to game the search engines.

Black-Hat

The process of making sure someone is aware of a brand or product is called _____.

Brand Awareness

_____ is the Internet connection that delivers a relatively high bit rate, that is, any bit rate at or above 256 Kbps.

Broadband

A product feed basically is a way of providing information about the products on an affiliate's Web Site. True or False?

False

Explain different types of affiliate programs:

Cost Per Action (CPA) - The appropriate affiliation is compensated due to a customer's particular action. For example, if a customer were to go directly to a website to order a weed-eater and bought the product the same day of viewing it online, the appropriate affiliation would be compensated for advertising that product. Cost Per Lead (CPL) - These types of commissions are fixed and are usually tied to a potential sale. Generally, marketers use this type of commission to do sales offline which can include difficult processes such as over the phone or through a magazine/catalog. Banks or insurance companies are most likely to use this commission type. However, it can be tricky when affiliates do not receive compensation at times but marketers still do. Revenue Cost or Cost Per Sale (CPS) - This type of commission rewards both the affiliation and the marketer. The more sales for the marketer, the more commission for the affiliate. Cost Per Click (CPC) - This is the least used commission type as it is usually just used to drive large amounts of traffic to a new website or to introduce new products. For every click, an affiliate would be rewarded commission. This commission type has also died out due to the amount of click fraud.

A search network will not include all the search engines that use a particular advertising platform. True or False?

False

The first page of any Web Site gives users a glimpse into what the site is about and it is known as _____ page.

Home

Users of the Internet are also known as _____.

Net Citizens

Describe search engine marketing and its parts:

Search Engine Marketing consists of two parts: Search Engine Optimization (SEO) and Pay-Per-Click (PPC); Search Engine Optimization (SEO) aims at improving a Web Site's ranking in the natural, or organic search results. Pay-Per-Click (PPC) advertising involves bidding for placement in the search results section of the Search Engine Results Page (SERP).

Explain the pros and cons of SEO:

Some of the pros of an SEO are having a better user experience and making sure search engines index and rank the site well. The cons of an SEO are the algorithm updates, which change frequently to keep up with human and robot needs and can affect the ranking of an SEO website. To cope with such a con, a contingency plan could be placed for differentiating algorithms. It is important that SEO markets not only focus on the eMarketing strategy, but other strategies as well to improve the website's function, relevance, and ranking.

A _____ is a domain that is part of a larger domain.

Sub-domain

Describe Cost-Per-Clicking Advertisement:

The advertiser only pays for the advertisement when it is clicked on by an interested party. This method is used to drive traffic and can be used to direct traffic to other websites, as well.

Modern online advertising is able to bring together a number of other online marketing tactics. Explain:

Through online advertising all the necessary components are shared to potential interested parties and then some. These necessary components include Banner Advertisement, which brings awareness to consumers of a brand/product that they may be interested in; Creating consumer demand, which targets a consumer's interest and convinces the consumer what and why they should buy from the brand; Satisfying consumer demand, which offers a solution to the created consumer demand; Finally, driving response and sales which includes turning potential consumers into repeat customers of a brand.

Any retailer should have a product feed in either _____ or CSV (Comma-Separated Values) format.

XML (Extensible Markup Language)

High-traffic Web Sites with a broad audience will most likely charge on a _____ basis. a) CPM b) PPC c) CPA d) Flat Rate e) CPE

a) CPM (Cost per Thousand or Cost per Mile)

Merchants that offer _____ commission are usually those that need to convert a lead into a sale offline. a) Cost Per Lead b) Cost Per Sale c) Cost Per Action d) Cost Per Click e) Cost Per Customer

a) Cost Per Lead

What is special about the year 1996 in Yahoo!'s history? a) Yahoo! is launched in the stock exchange. b) Reuters provides funds for Yahoo! c) Yahoo! launches the world's first blog. d) Yahoo!'s user traffic reaches the one million mark. e) Yahoo! was incorporated.

a) Yahoo is launched in the stock exchange.

A keyword research tool can return all of the following suggestion based on past research data EXCEPT: a) Common misspellings b) Average value per prospect that may be attracted by the keyword c) How many other sites are targeting your keywords d) Keywords that are sending traffic to your competitors e) Similar keywords

b) Average value per prospect that may be attracted by the keyword

In its simplest form, _____ is a collection of connected documents or objects. a) A thin client b) The database c) A server d) The Internet e) An application software

b) The database

When a customer reaches a merchant's Web Site through multiple affiliates before making a final purchase, which affiliate would be rewarded the commission? a) The first affiliate through which the customer reached the merchant's Web Site b) The most recent affiliate through which the customer reached the merchant's Web Site c) All the affiliates through which the customer reached the merchant's Web Site d) The affiliate through whom the customer reached the merchant's Web Site the maximum number of times before making the purchase e) The first and the last affiliate

b) The most recent affiliate through which the customer reached the merchant's Web Site

Which of the following is a main function of search engines? a) Storing data for offline browsing b) Website monitoring c) Processing user queries d) Validating the websites e) Reporting web information to regulators

c) Processing user queries

_____ an automated program that scans Web Pages to gather information for search engines. a) Trap b) Spam c) Spiders d) Cookies e) Spambots

c) Spiders

The content that can be seen on a screen without having to scroll down is termed. a) Breadcrumb b) Organic Page c) Main Page d) Above the Fold e) Manifestation

d) Above the Fold

SEO (Search Engine Optimization), also called _____ optimization, involves Web Sites to achieve high rankings on the search engines for certain selected key phrases. a) Inorganic b) Neutral c) Transparent d) Natural e) Artificial

d) Natural

Search engines attract and keep users through _____. a) CPE Listings b) CPC Listings c) Pay-Per-Click Advertisements d) Organic Search Results e) CPM Advertisements

d) Organic Search Results

With reference to Search Engine Optimization, propensity to convert of a phrase refers to _____. a) The number of searchers who are using that phrase to find what they want b) The amount of time spent by a searcher, who used that phrase on your Web Site c) The number of synonyms available for the phrase d) The likelihood that the searcher using that key phrase is going to take a desired action on your Web Site e) The number of other Web Sites that are targeting that same phrase

d) The likelihood that the searcher using that key phrase is going to take a desired action on your Web Site

The two divisions of search engine marketing are _____. a) CPI and CPM b) Spider and Ranking c) Algorithm and SERP d) PPC and CPA e) SEO and PPC

e) SEO and PPC

The page that shows the outcomes for a search on a search engine is termed _____. a) Return Page b) Out Put Page c) Above the Fold Page d) Facing Page e) Search Engine Results Page

e) Search Engine Results Page