310 EXAM 2 quiz 4

click thru rate

------

cost per click

-------

conversions

--------

Carla ran a paid search campaign for her shop with Google Adwords for 3 months. The total cost of her campaign was $450. During the 3-month period, her paid search ads were shown a total of 1,350 times, which resulted in 225 click through visits to her website. Of those visitors, 75 converted by placing orders for bouquet deliveries. calculate: Click thru rate: cost per click conversion rate cost per conversion

Click-thru: 17% Cost per Click: $2 Conversion rate:33% cost per conversion: $6

cost per conversion

Cost of advertising divided by number of conversions.

evaluating what scenario of cpc and conversion rate is the best

D

Creating and managing website and associated content to increase likelihood that search engines will rank that site as relevant to specific queries is known as what?

SEO (Search engine optimization)

Google handles more than two-thirds of all US internet search traffic (T/F)

True

Which of the following actions by a website visitor is a conversion?

any of these can be defined as a conversion; it depends on what action the advertiser wants visitors to take

what is organic search?

internet search results of ranked sites, excluding paid advertisements

advertisers configure their paid search campaigns using primarily what factor?

keywords they believe customers are likely to enter into search queries

digital advertising exchanges match advertisers with opportunities to show ads to individual consumers through a process if what?

real-time bidding

online display advertising that targets consumers based on their recent browsing is called what?

retargeting or marketing

which of the following is an example of digital display advertising??

sidebar ads, video pre-roll, mobile device, in-app, banner ALL OF THESE

what is the most important metric or key performance indicator (KPI) for digital advertisers

the most important KPI depend on what the advertiser's goal is for the campaign

cookies are small pieces of data that are placed on user's computers by publishing web servers. they are on means to help identify visitors and their preferences in order to populate the website with content (including advertising) that is most relevant to users (t/f)

true