Digital Marketing Midterm

A "Page Bounce Rate" is •% of sessions user bounce over to the home page from a landing page. •% of sessions users get kicked off of a page because of high volume traffic. •% of sessions users enters and leaves a website on the same page. •% of sessions users bounce back to a specific page within one week.

% of sessions users enters and leaves a website on the same page.

Which is the correct formula for calculating CTR (Click through rate)? •(Clicks/Impressions) x 100=CTR •Clicks/Cost=CTR •Clicks/Impressions=CTR •(Impressions/Clicks) x 100=CTR

(Clicks/Impressions) x 100=CTR

"No Follow" links do NOT count towards SEO such as: •A link from a blog's comment section. •A link from a directory site. •A link from a news article. •A link from a blog post.

A link from a blog's comment section.

Which of the following is NOT considered when determining Quality Score? •Ad Relevance •Landing Page •Ad Bid •Keywords

Ad Bid

16.3.128.12 is an example of: •a domain name •a URL •HTML •an IP address

An IP address

What is the Google Ad Account Structure: •Ads > Ad Groups > Campaign •Campaign > Ads > Ad Groups •Campaign > Ad Groups > Ads •Ad Groups > Ads > Campaign

Campaign > Ad Groups > Ads

What is a cookie? •Code placed on your browser to identify your computer to a server. •It converts the URL to a domain name. •It is the most appealing page of a website. •A browser bookmark.

Code placed on your browser to identify your computer to a server.

CPC stands for: •Customers-per-click •Cost-per-click •Clicks-per-customer •Cost-per-customer

Cost-per-click

Above the fold means: •The number of words that are on a webpage. •Your website is more effective than a folded brochure. •Everything you can see on a webpage before you start scrolling. •Your website is above average.

Everything you can see on a webpage before you start scrolling.

Web browsers process which of the following programming languages? •PHP •HTML •Java •Perl

HTML

"Analysis paralysis" is the result of •Analytics that don't result in conversions •Well-defined key performance indicators •Useless data •Having too much access to web analytics

Having too much access to web analytics

When creating a single-product landing page, it is important to include the following, EXCEPT: •Images and links to more product •Product image •Value proposition •A button or call to action

Images and links to more products

Some examples of website conversions may include the following, EXCEPT: •Creating an account. •Signing up for emails. •Making a purchase. •Increasing your website's bounce rate.

Increasing your website's bounce rate.

IP address stands for: •The restroom address •Internet Protocol address •Intranet Pending address •Internal Processing address

Internet Protocol address

KPI stands for what? •Key premium industry •Key practice initiator •Key performance indicator •Key potential interest

Key Performance Indicator

Ad Rank takes into consideration: •Quality Score and Organic SEO Rank •Keyword Bid and Quality Score •Organic SEO Rank and Keyword Bid •Keyword Bid only

Keyword Bid and Quality Score

When designing a website, why should you "Think Mobile First"? •Most web traffic is now on mobile devices. •Because images and video show up better on mobile. •Desktop traffic is not important anymore. •It is easier to design small, and then go bigger.

Most web traffic is now on mobile devices.

PPC stands for: •Pay-per-customer •Purchase-per-customer •Products-per-cost •Pay-per-click

Pay-per-click

PPC Advertising on search engines is often referred to as: •SEA (Search Engine Analysis) •SEM (Search Engine Marketing) •SEPP (Search Engine Product Placement) •SEO (Search Engine Optimization)

SEM (Search Engine Marketing)

SEO stands for •Site Experience Optimization •Search Engine Objectives •Site Enhancement Objectives •Search Engine Optimization

Search Engine Optimization

My analytics tell me that last week my site had 3,000 visits (sessions) but only 2,200 visitors. What explains this discrepancy? •The tracking code was not working for 800 visitors •Some visitors made multiple visits •800 visitors did not enter the site from the homepage. •800 visitors bounced after one page view.

Some visitors made multiple visits

Which advertiser is awarded the top ad position? •The advertiser with the highest Ad Rank •The advertiser with the highest CTR •The advertiser with the highest Quality Score •The highest bidder is always on top

The advertiser with the highest Ad Rank

Which of the following is NOT displayed in a PPC text ad? •Description •The Path (Display URL) •The final URL •Headline 2

The final URL

In order for two computers to communicate via the internet, they must first locate one another. How do computers locate one another on the internet? •Through the cloud •Through the URL •Through cookies •Through the IP address

Through the IP address

What is the primary purpose of using website analytics? •To know what devices are accessing your website. •To analyze if your website is more effective than your social media. •To know which countries are accessing your website. •To use data to make better decisions.

To use data to make better decisions.

Search engines rank web pages, not websites. •True •False

True

To help with their website's SEO, a company should continually add new content to its site. •True •False

True

True or False: When including a form on your website, the longer the form usually means that fewer people will fill it out. •True •False

True

Web analytics captures the following data, except: •User's contact information •User's navigation source •User's browser •User's geography

User's contact information

Which of the following does NOT help determine a website's quality towards search engine ranking •Spelling and grammar on the webpage. •External links to the webpage. •Keywords on the webpage. •Using high-quality and colorful images.

Using high-quality and colorful images.

Which of these is NOT part of the "Three Questions" of webpage design framework: •Why should I buy online? •What are you offering? •Why should I pick you? •What do you want me to do next?

Why should I buy online?

A "pageview" is also known as a: •a unique user •a session •a hit •a bounce

a hit

Link freshness refers to •a website that doesn't let its domain expire. •a website that fixes all their broken links. •a website that continues to receive new backlinks. •a website that posts on its blog regularly.

a website that posts on its blog regularly.

The Second-price auction model: •is used for price changing that occurs every second. •is for keywords with low-priced CPCs because no other bids were placed for that keyword. •allows the highest bidder to pay only a penny more than the second-highest bidder. •determines how much the second highest bidder will be charged.

allows the highest bidder to pay only a penny more than the second-highest bidder.

Unpaid search traffic comes when a user clicks on: •an organic search result •a listing in the sidebar on the right of the SERP (search engine results page) •the top advertised listing •a banner ad

an organic search result

The following are important webpage elements, EXCEPT: •images •navigation •animated gifs •color scheme

animated gifs

A "session" is: •the number of users that access your website. •the amount of time spent on a website. •anytime a user enters a website. •only one page view.

anytime a user enters a website.

A goal of SEO is to rank for: •one specific keyword •as many searches as possible

as many searches as possible

The title tag of a webpage appears •only in a search engine results page •only at the top of the browser •at the top of the browser AND on a search engine results page

at the top of the browser AND on a search engine results page

What is A/B Testing? •comparing two similar webpages to see which performs better. •a snippet of code that is added to the HTML of the webpage. •testing whether your social media is more effective than your website. •surveying two groups about your product.

comparing two versions of a web page to see which one performs better

This is an essential webpage element when gathering leads: •videos •color scheme •trust icons •forms

forms

'Market Reality' is better than 'Market Research,' especially in surveys because: •in surveys, questions are always confusing. •in surveys, people can lie. •market research is redundant. •market research provides no value

in surveys, people can lie.

In order to access Google Analytics data for your website, you must first: •have at least five pages in your website. •design your website to be mobile-friendly. •make sure your website shows up in a Google search. •install a Google Tracking Code on your website.

install a Google Tracking Code on your website.

The main objectives of retail websites should be all of these, EXCEPT: •generate traffic •generate revenue •link to reputable websites •drive conversion

link to reputable websites

Long tail keyword phrases typically •receive a low volume of searches •damage your website •should not be used for SEO •does not help users find what they are looking for

receive a low volume of searches

Direct traffic is defined as visitors who: •click on an ad that goes directly to your website. •are visiting sites directly on a mobile device. •come to the site directly from a Google search. •type the URL directly into their browser.

type the URL directly into their browser's address bar

The recommended web design method for adapting content to all screen sizes is to: •use random assortment content coding. •use responsive web design. •create separate URLs for mobile devices. •serve different content to different screen sizes.

use responsive web design.

Black-hat SEO is any practice where •a website or blog is optimized to sell black hats •a website is only accessible to private groups. •web developers go against search engine guidelines to rank higher in searches. •the highest ethical website practices are demonstrated.

web developers go against search engine guidelines to rank higher in searches.

Website analytics refers to the data generated by: •hosting companies •national website trends •website visitors •web developers

website visitors

The ultimate test of the quality of a website's design is •whether the website looks professional to users. •how entertaining and enticing the content is for users. •how easily users can find what they're looking for. •whether the website produces a high conversion rate.

whether the website produces a high conversion rate.