Digital & Content Marketing Practice Questions Exam 2
"Long tail keywords" are?
Search terms with lower volume than "fat head keywords"
The 3 broad methods of display ad targeting on Google's display network are?
Audiences, demographics, content
An advertiser bids at $10 CPM, achieves a 1% CTR and achieves a 5% conversation rate. What would an equivalent CPA bid 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 searchers who use "running: or a close variant, but she wants to allow for broader matching to "shoes." Which keyword will accomplish this?
+running shoes
An editoral link is?
A link created voluntarily by another website owner because he/she values the website's content.
A website that sells high end ties notices that its ads are showing up for searchers 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 impression from the ad network?
Advertiser B because bids are expected to earn the ad network more money.
The benefit of keyword mapping is?
All of these options
When a consumer clicks on a display ad, the landing page should match the ad's?
All of these options
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
Content marketing differs from a advertising in that?
Content marketing is meant to entice readership/viewership its own merits.
Return on Advertising Spend (ROAS) cannot be calculated within an AdWords account unless?
Conversion tracking is set up properly in analytics and counted to the AdWords account
To conduct an A/B test on ad copy, ad advertiser merely has to?
Create multiple ads in an ad group
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 remarking should?
Employ frequency caps
Advertisers on a display network can pay through each of the following methods except?
Flat fee
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 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.
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
Which of the following is NOT used when calculating an ad's Quality Score?
Organic search ranking
Good display ad copy does everything EXPECT
Pre-convert the consumer
Which of the following is NOT a match type for selecting search as 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 searchers should first?
Register and verify its business with Google's My Business.
An experiment at eBay showed that advertising on branded keywords were not profitable because?
Searched clicked the organic listing when the advertised listing was not available.
A website that sells wedding dresses targets ads to 1) women 2) ages 22-35 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 the major downside of this targeting?
The audience will be so small that the ads are not likely to generate a large volume
An 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 an 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 searcher's query.
Including the word 'maternity' in the alt text and file name of several images of the maternity category page of Jane.com will improve the page's relevance score for searches using the word 'maternity'. What other benefit can results 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 4 different keywords, 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.come">Fashion deals</a>. How will this link be treated differently by the search engine?
The link will not pass link authority to jane.com.
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 ill these new links affect the ranking of your homepage on relevant searches?
They will improve your homepage rankings.
Dynamic remarking ads?
Use different ad content across targets.
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 Jan. 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.
Jane.come sells clothing and accessories. They want their line of maternity clothing to show up on searchers that include 'maternity'. What should the URL for the maternity category page be?
https://jane.com/maternity
