Digital Marketing
An advertiser bids $10 CPM, achieves a 1% CTR, and achieves a 5% conversion rate. What would an equivalent CPA bit for this advertiser be?
$20
A lead generation website received 1,000 visitors, gained 80 leads, and booked jobs with 20 of those leads. What is the conversion rate and what is the close rate?
8%; 25%
An editorial link is
A link created voluntarily by another website owner because he/she values the website's content
My display ads on Google Ad network use a $1.00 CPC bid. I believe mobile traffic to believe less valuable, so I employ a 70% bid modifier on mobile ads. In auctions for mobile ads, I effectively am bidding: A. $0.70 CPC B. $7 CPM C. $70 CPA D. $0 CPC
A. $0.70 CPC
On which of the following dimensions are mobile users equal to desktop users?
A. effectiveness of video
Which of the following developments will make customers more tolerant of notification-based advertising?
Ad targeting will improve so that only informative and welcome notifications will be sent
A website that sells high-end ties notices that its ads are showing up for searches 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 impressions from the ad network?
Advertiser B because his/her bids are expected to earn the ad network more money
When a consumer clicks on a display, the landing page should match the ad's:
All of these are correct
If I pay to advertise on Google's ad network and I notice a low conversion rate from mobile users despite having a mobile-optimized website, it is likely that:
Both of the options
Mobile users' greater impatience means that: A. Mobile users are more likely than desktop users to click top search link B. Mobile users prefer shorter answers than desktop C. Both answers are true D. None are true
C. both answers are true
The most reliable way to measure advertising effectiveness is to:
Conduct a carefully controlled experiment
Content marketing differs from advertising in that
Content marketing is meant to entice readership/viewership on its own merits.
A website that sells suits has created two custom segments: one called "Working Professionals" and another called "Luxury". It would like to execute an advertising campaign targeted to people who belong to BOTH segments. How can it accomplish this?
Create a combined audience with the AND specification
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
What is the anchor text of this link:
Fashion deals
What is the anchor text of this link: <a href="http://jane.com">Fashion deals</a> ?
Fashion deals
Advertisers on a display network can pay through each of the following methods EXCEPT:
Flat fee
An analytics package records all of the following information from visitors EXCEPT
Hard disk space of the computer
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
Toyota knows that people are only actively looking to purchase a car every few years. It wants to focus its ad dollars on people who are actively researching cars to purchase. What targeting dimension should Toyota use for its ad campaign?
In-market audience
Channel analysis enables an analytics user to:
Investigate which traffic source produced the best-quality traffic
A furniture seller believes that people who have just moved are more likely to need new furniture. What targeting dimension should this furniture seller use for their ad campaign?
Life events
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
A website had 2,000 sessions from 1,000 of those users this week. All 1,000 of those users had also visited the website during the prior week. In the analytics report, which metric will show 0?
New users.
The 3 match types vary in how close the search phrase and they keyword have to be in order to trigger the ad. Which match type is in the middle?
Phrase match
Good display ad copy does everything EXCEPT:
Pre-convert the consumer
Which of the following is a valid use of browser Bluetooth for a large retailer like Target or Walmart?
Providing location-based information to shoppers
Which of the following is NOT recommended to be shown in a search ad?
Reference to competitors
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
"Analysis paralysis" occurs when
The sheer volume of data overwhelms a manager and causes inaction.
A website's analytics report shows 24,000 conversions on the website during the past week. How many purchase conversions did the website have?
The website most likely had less than 24,000 conversions as the term 'conversions' in website analytics can refer to multiple actions a website visitor may perform, not purely purchasing a product or service.
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 will these new links affect the rankings of your homepage on relevant searches?
They will improve homepage rankings
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 will these new links affect the rankings of your homepage on revelant searches?
They will improve homepage rankings.
A website's analytics report shows that the average engagement time this week was 1 minute 30 seconds. The average engagement time the prior week was 1 minute 10 seconds. What inference can be made about this website?
This is an increase in the amount of time users spend actively browsing the website.
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 January 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.
A website that sells software made 100 sales of $200 each from 2,000 sessions (for a total of $20,000 in revenue and profit—the marginal cost of these sales was $0.) The average cost to generate each session was $5 (the traffic came from a paid advertising campaign). Were these 2,000 sessions profitable?
Yes
A commuter's evening routine is very rigid except for Friday evenings when she often makes extra stops for shopping on the way home. Advertisers would most likely find success if they targeted her with advertisements:
at the beginning of her evening commute
Targeting customers based on their location is not as effective as targeting them based on their location and:
both past behavior and timing
Return on Advertising Spend (ROAS) cannot be calculated within a Google Ads account unless
conversion tracking is set up properly in analytics (or Tag Manager) and connected to the Google Ads account
I do a search for "restaurants near me" and I see an ad for a local Thai restaurant only if I am within 400 meters of the restaurant's location. This location-based ad strategy is called:
geo-fencing
Mobile users engage in more "snacking" than desktop users. This means that
mobile users have shorter, more frequent usage sessions
A low conversion rate can be caused by all of the following EXCEPT
overly responsive design
Which of the following is NOT a targeting method available on the Google Display Ad Network?
past visits to competitors' websites (affinity, demographics, and life events are)
which of the following is NOT a match type for selecting search ad targets?
precise match
An experiment at eBay showed that advertising on branded keywords (searches that included "eBay") were not profitable because
searchers clicked the organic listing when the advertised listing was not available
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
