Ch 14
Google will dramatically lower the search rankings of firms that it feels have unfairly gamed organic search rankings.
True
Google's Project Link itiniative has built massic fiberoptic networks in Ghana and Uganda.
True
If a Web site is not the first page on a public server, it isn't linked to from another public page, and no one has submitted the link to Google for indexing, then it will not appear in Google results.
True
If several people use the same browser on the same computer without logging on to that machine as separate users, then all of their Web surfing activity may be mixed into the same cookie profile.
True
JCPenny was one of Google's largest advertisers, spending millions a month in ads, yet Google punished the firm in search rankings when it detected that Penny violated Google's policies on gaming search results.
True
Most Google apps allow collaborative editing, common storage, and version control.
True
Most of the time users spend on mobile phone is spent in apps, presenting a threat to Google's dominance in search as mobile use increases.
True
Much of the technology used by Google consists of components such as microprocessors and drives that might be found in conventional home computers.
True
Near field communication refers to a short-range, wireless communication standard.
True
Studies have shown that online advertising can significantly influence off-line purchases.
True
The more activity an ad network can monitor, the greater the chance that it can uncover patterns that are anomalous.
True
Users spend the majority of their time on smart phone using apps, and apps are increasingly creating content-specific alternatives to Google's web-based search.
True
Web developers can easily block Google from indexing their otherwise publicly accessible content.
True
When performing a search via Google or another search engine, a user actually searches what amounts to a copy of the Web, stored and indexed on the search engines' computers.
True
Some 65 percent of the top 200 ad-supported websites use AdSense for at least a portion of their ad revenue
True Ad networks enforce exclusivity. Once a content provider selects one ad network it cannot implement other forms of advertising on its website.;;False
Which of the following do ad networks use for customer profiling and ad targeting? a. HTML tags b. Cookies c. Affiliate programs d. Interstitials e. Plug-ins
b. Cookies
Advertisers pay ad partners for _______________ whenever a user responds to an ad by performing a specified activity such as signing up for a service, requesting material, or making a purchase. a. Interstitials b. Cost-per-action ads c. Engagement ads d. Pay-per-click ads e. Paid inclusion ads
b. Cost-per-action ads
Search engines use _____ to discover documents for indexing and retrieval. a. caches b. landing pages c. web-crawling spiders d. proxy servers e. interstitials
c. web-crawling spiders
Text ads appearing on Google search pages are billed on a cost-per-thousand impressions (CPM) basis.
False
Unlike TV, radio, and print ads, most online ad payment schemes are not linked to ad performance.
False
Most graphical display ads are billed on a _____ basis. a. CPTI b. PPC c. CPM d. CPC e. CTR
c. CPM
While users can block third-party cookies within their web browsers, it is illegal for browser firms to set this as a default option, as it would be considered an anti-competitive tactic that Apple and Microsoft could use against Google.
False
Microsoft has struggled to achieve profits over the last decade, despite the firm's substantial stock price increase over this period.
False
Network effects do not apply to Google's YouTube business, since content creators and users can easily post and view media on other services.
False
Social media has been largely immune from fraud, given the human element of content and curation.
False
Ads in Google search are exclusively geotargeted based on GPS data.
False
Advertisers can pay to have their ads move up in organic search results.
False
CPM is cost per million impressions.
False
Cookies are created and retrieved by a user's Web browser, but cookies are only stored on the website visited, not on the user's computer.
False
Enriching click fraud refers to the practice in which site operators generate false page views in order to boost their site's CPM earnings.
False
European and U.S. corporate law is harmonized, so a court ruling in one region automatically applies to the other.
False
Google ads are embedded in the Android OS.
False
Google discounts ads to just one cent less than the average cost per click.
False
Google's Chromebook effort is a promising imitative, but so far few consumers have adopted portable computers using the Chromebook standard.
False
Google's interest-based ads have been accused of profiling users on the basis of race, religion, sexual orientation, health, political, or trade union affiliation, and certain financial categories.
False
Google's largest source of income is allowing any organization to pay for higher placement in search engine query results.
False
In recent years, online advertising has been growing fast, but growth has not been as fast as the growth in television advertising.
False
Law firms are consistently the lowest cost-per-click rate bidders for keyword ads, but they run the most ads, making them significant contributors by volume.
False
Google has launched new formats to capture markets such as travel bookings and car shopping from within search, but by doing so, it risks alienating large advertisers who run competing services.
True
Crime networks cannot commit enriching click fraud using AdWords on Google.com
True
Even if an advertiser is wiling to pay the highest cost-per-click rate, it still may not appear at the top of ads listed alongside Google search results.
True
Google allows users to add a cookie or install a plug in that enables them to opt out of interest-based tracking.
True
Google earns more annual advertising dollars than any other U.S. media company.
True
Apple prevents iOS devices from being tracked using their MAC addresses.
True
Which of the following statements holds true for the term opt-in? a. It refers to a program—typically a marketing effort—that requires customer consent. b. It refers to a program that enrolls all customers by default, but that allows consumers to discontinue participation if they want to. c. It refers to the generation of bogus clicks, either for financial gain or to attack rivals by draining their online ad budget. d. It refers to a small computer program that extends the feature set or capabilities of another application. e. It refers to departing from a website and entering into another by clicking on an advertisement.
a. It refers to a program—typically a marketing effort—that requires customer consent.
Ad rank on Google is calculated using the equation: Ad Rank = f(_______________, Quality Score, expected impact of extensions and formats). a. Maximum CPC b. Maximum CPM c. CTR d. Impression e. PageRank
a. Maximum CPC
Which of the following represents the market capitalization of a firm? a. Share price × Number of shares b. Market share × Industry size c. Revenue - Expenses d. Earnings per share × Share price e. Cash and Liquid Assets - Debt Obligations
a. Share price × Number of shares
Which of the following parameters significantly influences the rank of a Web page in Google's search results? a. The number of other pages linking to a given page b. The maximum bid for click-through rates c. The quantity of content on a Web page d. The number of keyword matches in the content e. The quality of content on a Web page
a. The number of other pages linking to a given page
Which of the following measures can advertisers take to prevent embarrassment through content adjacency issues? a. Using negative keywords b. Turning off the "comments" feature on Web sites c. Migrating to contextual advertising d. Switching over to graphical ads and interstitials e. Using collaborative filtering software
a. Using negative keywords
What is 'black hat SEO'? a. Using unauthorized (and Google-prohibited) techniques to improve a page's search results b. Paying off a search engine firm's engineers to lower your ad rate c. Linking to competitor websites in hopes that they will fall in search engine rankings d. Attempting to hack into a firm's email to manipulate SLA contracts e. All of the above
a. Using unauthorized (and Google-prohibited) techniques to improve a page's search results
CPM refers to: a. ad rates quoted in cost per thousand impressions. b. ad rates quoted in cost per million impressions. c. the maximum amount of money an advertiser is willing to pay for each click on their ad. d. the cost an advertiser is willing to pay for a particular amount of time a surfer spends on an ad. e. a method of charging for advertising whenever a user performs a specified action such as signing up for a service, requesting material, or making a purchase.
a. ad rates quoted in cost per thousand impressions.
Link farming is a type of online advertising fraud where fraudsters attempt to: a. create a series of bogus Web sites, all linking back to a page, in the hope of increasing that page's results in organic search. b. pack a Web site with unrelated keywords in the hope of luring users who wouldn't normally visit a Web site. c. search keywords linked to rival ads in the hope of generating impressions without clicks to lower the performance rank of these ads. d. frame a rival by generating bogus clicks or impressions that appear to be associated with the rival, in the hope that this rival will be banned from an ad network. e. generate bogus impressions that can be linked back to a rival's ad to exhaust the rival's CPM ad budget.
a. create a series of bogus Web sites, all linking back to a page, in the hope of increasing that page's results in organic search.
The Web site displayed when a user clicks on an ad is called the: a. landing page. b. organic result. c. home page. d. start page. e. redirecting page.
a. landing page.
Online ads that include animation, audio, or video are called _____. a. rich media ads b. popup ads c. bullhorn ads d. buzz marketing ads e. contextual ads
a. rich media ads
_____ allows users to pay for goods, store gift cards, and redeem coupons using their mobile phones. a. Google+ b. Android Pay c. Google Currents d. Android e. Takeout
b. Android Pay
Which of the following statements holds true for the term opt-out? a. It refers to a program that requires customer consent. b. It refers to a program that enrolls all customers by default, but that allows consumers to discontinue participation if they want to. c. It refers to the generation of bogus clicks, either for financial gain or to attack rivals by draining their online ad budget. d. It refers to a small computer program that extends the feature set or capabilities of another application. e. It refers to recruiting a network of users with the goal of spreading IP addresses across several systems and making a fraud effort more difficult to detect.
b. It refers to a program that enrolls all customers by default, but that allows consumers to discontinue participation if they want to.
Which of the following statements holds true for the term click-through rate? a. It refers to the ad rates quoted in cost per thousand impressions. b. It refers to the number of users who clicked an ad divided by the number of times the ad was delivered. c. It refers to the maximum amount of money an advertiser is willing to pay for each click on their ad. d. It refers to the cost an advertiser is willing to bear for a particular amount of time a surfer spends on an ad. e. It refers to a method of charging for advertising whenever a user performs a specified action such as signing up for a service, requesting material, or making a purchase.
b. It refers to the number of users who clicked an ad divided by the number of times the ad was delivered.
Which of the following statements holds true for search engine optimization (SEO)? a. It refers to the process of improving an ads rank in Google's online advertising listings. b. It refers to the process of improving a page's organic search results. c. It refers to Internet content that can't be indexed by Google and other search engines. d. It refers to a temporary storage space used to speed computing tasks. e. It refers to software that traverses available Web links in an attempt to perform a given task.
b. It refers to the process of improving a page's organic search results.
_____ is the process of creating a series of bogus Web sites, all linking back to the pages one is trying to promote. a. Click scam b. Link fraud c. Phishing d. DNS cache poisoning e. SQL injection
b. Link fraud
_____________ occurs by repeatedly searching keywords linked to rival ads with the goal of reducing the rival's click through rate. a. Spamdexing b. Rank-based impression fraud c. Keyword stuffing d. Depleting impression fraud e. Disbarring fraud
b. Rank-based impression fraud
Which of the following is a function of the Internet Advertising Bureau? a. Fixing the ceiling rates for CPC bids b. Setting common standards for display ads c. Resolving disputes between competing advertisers d. Regulating any occurrences of paid inclusion e. Monitoring online ad content for improper material
b. Setting common standards for display ads
Which of the statements about Google's strategy and competitive environment is true: a. Brin and Page founded Google in their 20s, following Yang and Filo of Yahoo (also in their 20s), underscoring just how it is for new comers to create new threats in today's search market. b. The scale of server farms capable of indexing today's Web represents a significant barrier to entry. c. Google has invested in proprietary components such as chips and drives, creating a difficult-to-copy barrier to entry to any firm seeking to enter its markets d. Bing has been gaining significant market share on Google due to Microsoft's successful leverage of existing products (Xbox, Windows Phone, Office, and the Windows operating system) as a default distribution channel for its search. e. All of the above.
b. The scale of server farms capable of indexing today's Web represents a significant barrier to entry.
The bulk of Google's revenue comes from _____. a. licensing b. advertising c. registration charges d. Android e. user fees
b. advertising
The process of computers identifying a user's physical location for the purpose of delivering tailored ads or other content is called _____. a. parallelism b. geotargeting c. triangulation d. network parallax e. trilateration
b. geotargeting
Google's stated mission is to: a. establish itself as the most valuable media company in the world. b. organize the world's information and make it universally accessible and useful. c. pair Internet surfers with advertisers and earn revenue along the way. d. foster technological innovation to promote a knowledge-driven culture. e. make the world more open and connected.
b. organize the world's information and make it universally accessible and useful.
Your reading and our class discussions pointed out that botnets or zombie attacks are most likely to be used to commit which of the following types of fraud? a. Link farming b. Depleting click fraud c. Enriching click fraud d. Disbarring fraud e. None of the above
c. Enriching click fraud
Which of the following demonstrates Google's sensitivity to user privacy through the rollout of interest-based ads? a. Google adds activities in Gmail, Google Docs, and other services in order to improve its customer profiling database. b. Google builds separate user profiles based on their race, religion, health, and certain financial categories. c. Google allows users to see and remove categorizations it has assigned to a tracking cookie. d. Google links query history to ad targeting in order to gain useful insights about a user's ad preferences. e. Google initiated a program to work with Apple, and Microsoft in order to share browser preferences, so that privacy settings are maintained even if a user moves across platforms and devices.
c. Google allows users to see and remove categorizations it has assigned to a tracking cookie.
Which of the following statements holds true for the term dark Web? a. It refers to the Internet directory service that allows devices and services to be named and discoverable. b. It refers to the process of improving a page's organic search results. c. It refers to Internet content that can't be indexed by Google and other search engines. d. It refers to a temporary storage space used to speed computing tasks. e. It refers to software that traverses available Web links in an attempt to perform a given task.
c. It refers to Internet content that can't be indexed by Google and other search engines.
Which of the following statements holds true for the term click fraud? a. It refers to a program that requires customer consent in the form of a click. b. It refers to a program that enrolls all customers by default, but that allows consumers to discontinue participation with the help of a click. c. It refers to the generation of bogus clicks, either for financial gain or to attack rivals by draining their online ad budget. d. It refers to a small computer program that extends the feature set or capabilities of another application. e. It refers to recruiting a network of users with the goal of spreading IP addresses across several systems and making a fraud effort more difficult to detect.
c. It refers to the generation of bogus clicks, either for financial gain or to attack rivals by draining their online ad budget.
Which of the following statements holds true for the term cost-per-click? a. It refers to the ad rates quoted in cost-per-thousand impressions. b. It refers to the number of users who clicked an ad divided by the number of times the ad was delivered. c. It refers to the maximum amount of money an advertiser is willing to pay for each click on their ad. d. It refers to the cost associated with the storage and bandwidth to deliver a website once it is clicked on. e. It refers to the opportunity cost a user incurs when the leave one website for another.
c. It refers to the maximum amount of money an advertiser is willing to pay for each click on their ad.
Cookies refer to: a. small computer programs that extend the features or capabilities of another application. b. the design and content components of an advertisement. c. a line of identifying text, assigned and retrieved by a given Web server and stored by a user's browser. d. terms that prevent specific ads from being published. e. a temporary storage space used to keep a running count of the number of ad impressions.
c. a line of identifying text, assigned and retrieved by a given Web server and stored by a user's browser.
Interstitials refer to: a. the intermediary entity that runs an ad network, lining up customers, displaying ads, and collecting revenue. b. graphical advertising, as opposed to text ads. c. ads that run before a user arrives at their intended destination in a website or app. d. cost-per-action programs, where sponsors pay referring Web sites part of the revenue earned from referrals. e. Web sites that are displayed when users clicks on advertisements.
c. ads that run before a user arrives at their intended destination in a website or app.;;c. ads that run before a user arrives at their intended destination in a website or app.
The _____ measures the percentage of people who clicked on an ad to arrive at a destination-site. a. click churn rate b. link c. click-through rate d. click landing-page rate e. impression score
c. click-through rate
A walled garden refers to a: a. site that wraps data in invisible tags that can be recognized by search engines to accurately categorize, compare, and present user information. b. group of surreptitiously infiltrated computers linked and controlled remotely. c. closed network or single set of services controlled by one dominant firm. d. network of users with distinct IP addresses, engaged in click fraud. e. tracking cookie used to identify users and record behavior across multiple Web sites.
c. closed network or single set of services controlled by one dominant firm.
Google assumes individual components that make up the servers in its server farms will regularly fail, but no single failure should interrupt the firm's operations. By doing so, Google can ensure its network is: a. data optimized. b. traffic efficient. c. fault-tolerant. d. service-regulated. e. organically searched.
c. fault-tolerant.
A(n) _____ is a search performed on Google or any other search engine. a. impression b. PageRank c. query d. link e. crawl
c. query
Over 20 percent of Google's revenues come from running ads on: a. the Android platform. b. its organic search pages. c. third-party Web sites. d. competing search engines. e. built-in toolbars.
c. third-party Web sites.
Which of the following is true of Google's discounting scheme for advertisers? a. Advertisers get incremental discounts on their original CPC for every thousand clicks. b. Advertisers pay the average CPC of all those displayed ads that are ranked below their ad. c. Advertisers pay only ninety percent of their original CPC rate for every thousand clicks. d. Advertisers pay one cent more than the minimum needed to retain an ad's position on a page. e. Advertisers pay the equivalent of the CPC bid by the worst performing ads, taken in a reverse sequence.
d. Advertisers pay one cent more than the minimum needed to retain an ad's position on a page.
Which of the following statements holds true for the term plug-in? a. It refers to a program (typically a marketing effort) that requires customer consent. b. It refers to a program that enrolls all customers by default, but that allows consumers to discontinue participation if they want to. c. It refers to the generation of bogus clicks, either for financial gain or to attack rivals by draining their online ad budget. d. It refers to a small computer program that extends the feature set or capabilities of another application. e. It refers to recruiting a network of users with the goal of spreading IP addresses across several systems.
d. It refers to a small computer program that extends the feature set or capabilities of another application.
Which of the following statements holds true for the term cache? a. It refers to the Internet directory service that allows devices and services to be named and discoverable. b. It refers to the process of improving a page's organic search results. c. It refers to Internet content that can't be indexed by Google and other search engines. d. It refers to a temporary storage space used to speed computing tasks. e. It refers to software that traverses available Web links in an attempt to perform a given task.
d. It refers to a temporary storage space used to speed computing tasks.
_____ are third-party computers that pass traffic to and from specific addresses without revealing the address of the connected users. a. Routers b. Web crawlers c. Spiders d. Proxy servers e. Subnetwork masks
d. Proxy servers
_____ are served by ad networks or other customer profiling firms to identify users and record behavior across multiple Web sites. a. Plug-ins b. Creatives c. Interstitials d. Third-party cookies e. Honeypots
d. Third-party cookies
The _____ refers to a situation where ads appear alongside text the advertiser would like to avoid. a. fast follower problem b. ad network failure problem c. collaborative filtering problem d. content adjacency problem e. affiliate advertising problem
d. content adjacency problem
Display ads sold on a cost per thousand impressions basis often focus on: a. generating the maximum click-throughs. b. directing potential customers to the advertiser's online storefront. c. persuading users to perform a specified action such as signing up for a service. d. creating awareness of an advertiser's brand. e. improving quality score metrics.
d. creating awareness of an advertiser's brand.
In online advertising, the term "impression" refers to: a. the Web site displayed when a user clicks on an advertisement. b. the measure of a user's perception of ad effectiveness. c. ads that run before a user arrives at a Web site's main content. d. each time an ad is shown. e. the design and content of an advertisement.
d. each time an ad is shown.
How is Google Glass being used in the medical profession? a. To provide instant access to patient information b. To stream surgery for observation and commentary from experienced mentors c. To capture dictated notes and images from field EMTs to better help doctors prepare for a patient's arrival d. To monitor symptoms and post-medication reminders for patients e. All of the above f. None of the above
e. All of the above
Which of the following factors contributes to a web page's quality score? a. Number of characters in the ad b. Cost per Click c. Cost per Impression d. Image richness e. Click through Rate
e. Click through Rate
Which of the following efforts by Google is aimed at encouraging increased smartphone access worldwide? a. Tie-up with Facebook to offer search capabilities across social networks b. The five-year deal with Verizon Wireless to be its preferred search engine c. Collaboration with Microsoft to offer Office software over the Web d. Introduction of interest-based ads e. Giving the Android OS to mobile phone manufacturers for free
e. Giving the Android OS to mobile phone manufacturers for free
"Cookies cannot reliably identify individual users." Which of the following is the reason for the statement shown above? a. Cookies assigned by Web servers are prone to duplication. b. The US government has banned the use of cookies for user identification. c. The explosion in Internet-enabled mobile devices has resulted in an acute shortage of IP addresses. d. Internet service providers assign arbitrary IP addresses to devices accessing the Internet from the same network. e. Individual users use different browsers on the same computer to surf the Web.
e. Individual users use different browsers on the same computer to surf the Web.
Which of the following statements holds true for the term click farm? a. It refers to a program that requires customer consent. b. It refers to a program that enrolls all customers by default, but that allows consumers to discontinue participation if they want to. c. It refers to the generation of bogus clicks, either for financial gain or to attack rivals by draining their online ad budget. d. It refers to a small computer program that extends the feature set or capabilities of another application. e. It refers to recruiting a network of users with the goal of spreading IP addresses across several systems and making a fraud effort more difficult to detect.
e. It refers to recruiting a network of users with the goal of spreading IP addresses across several systems and making a fraud effort more difficult to detect.
Which of the following statements holds true for the term spider? a. It refers to the Internet directory service that allows devices and services to be named and discoverable. b. It refers to the process of improving a page's organic search results. c. It refers to Internet content that can't be indexed by Google and other search engines. d. It refers to a temporary storage space used to speed computing tasks. e. It refers to software that traverses available Web links in an attempt to perform a given task.
e. It refers to software that traverses available Web links in an attempt to perform a given task.
What is the design and content of an advertisement referred to as? a. The graphic b. The cookie c. The copy d. The metadata e. The creative
e. The creative
Horizontally oriented banners and vertically oriented "skyscraper" ads are typically examples of: a. interstitials. b. buzz marketing ads. c. text ads. d. affiliate ads. e. image ads.
e. image ads.
If a firm's pages are not near the top of query results, customers may never discover its Web site. This has led to _____ becoming a critical function for many marketing organizations. a. last mile access b. geotargeting c. outsourcing d. content adjacency e. search engine optimization
e. search engine optimization
