Digital Marketing Quiz 3

Hits definition

the number of files requested. Not the most useful to the marketer but important to the webmaster

reasons why mobile makes more money on paid search...

smaller screen so you want to pay more to get your search higher up, mobile is more in demand

Distinctions between mobile and nonmibile...

they don't translate easily to one another

The 2 roles of websites...

-a website can be a channel for providing information or a channel for generating sales. -Key in both B2C and B2B -B2B= lead generation most important -B2C= sales most important

Site design criteria for business success...

-clean, crisp and minimalistic design -same theme throughout -navigation that is easy to use and follow -use of filters -compelling pictures -fast loading times -shopping cart and search bar conveniently located -live chat option - store finder function

Which of the following examples would most strongly warrant the creation of a separate mobile app as opposed to merely a mobile-friendly website? a. A social media site whose users primarily communicate by picture and short comments b. A bank website that includes a mortgage calculator for complex financing calculations c. A video game forum that has lots of threads with text d. None of these are correct

A bank website that includes a mortgage calculator for complex financing calculations

The type of cookie that remains on a users computer for a specified period of time is called: a. A session cookie b. A persistent cookie c. A first-party cookie d. No cookie remains on a computer longer than a single website visit

A persistent cookie

Typical website objectives include: a. Making sales b. Generation sales leads c. Interacting with social media sites d. All of these are correct

All of these are correct

Which of the following factors affects the profitability of a paid search advertisement? a. How many clicks it gets b. What the cost per click is c. How much revenue the ad yields d. All of these are correct

All of these are correct

Each of the following is an example of qualitative data EXCEPT: a. Why do people buy the product b. How is the brand perceived c. How do customers use the brand d. How do customers talk about the product

How do customers use the brand

Define PPC

Involves ads targeted to keyword search results on search engines, paid search

What is the primary driver of the growth of paid search? a. Mobile technology b. Desktop technology c. Successful self-promotion of the part of Google and Facebook d. Economic recession

Mobile technology

Tagged web pages and cookies work together to: a. Produce useful metrics for marketers b. Ensure efficient site performance c. They don't work together d. Incite potential customers to action

Produce useful metrics for marketers

Typical website objectives include: a. Creating a "buzz" about the new site b. Providing information for employees c. Providing customer service and support d. All of the above

Providing customer service and support

another way to look at qualitative (descriptions) vs quantitative (numbers) is...

Qualitative = opinions, quantitative= facts

Which of the following are true statements about customer experience on a website? a. Customer experience describes what happens to users on a single visit to a site b. Marketers can do little to affect the nature of customer experience on a website c. The components of good customer experience may be different in various channels d. All of these are correct

The components of good customer experience may be different in various channels

Hans created a desktop website for this company, adds code to the site to make it work on a similar screens. Which of the following problems is Hans most likely to run into? a. The desktop version of the site will stop working b. The desktop version of the site will become extremely slow loading c. The mobile version of the site is likely to be slow loading d. The mobile version of the site will not function at all

The mobile version of the site is likely to be slow loading

Cookies definition

a few lines of code that a website or advertising network places on a users computer to store data about the users activities on the site.

Page views definition

a page actually seen by a visitor, generally measured as a page being delivered to the visitor, which is not exactly the same thing

Tagged web pages definition

a technique in which a small image is placed on a web page; used in conjunction with a cookie on the user's computer, the image returns data about user activity on the web page.

Sessions defintion

a time-dependent measure of site sue, the amount of time a unique user spends on the site

Adaptive sites...

a type of site design in which a different site is created for each user. separate mobile and desktop design created

Website objectives can change depending on ...

the business

Quantitative

data expressing a certain quantity, amount or range

Qualitative

defined as the data that approximates and characterizes

when looking at different business why are their website experiences different?

different businesses have different offerings so the purpose of the websites vary, they don't all follow a "good experience set of criteria"

What do traffic measures do?

document site activity

benefits of mobile technology...

easy to use and access

Session cookies definition

effective for only one visit. places when a visitor enters and expire when they leave

Responsive sites...

fluid site design that senses the users device and automatically adapts to it, ex: adjusts width of screen. single webiste design

Mobile site design requirements and limitations...

mobile friendly site are important

Define CPC

refers to the actual price you pay for each click in your pay-per-click (PPC) marketing campaigns. cost per click

Persistent cookies definition

remain for a specified period of time, a year perhaps, until they expire

Third-party cookies definition

set by an outside services provider like an ad serving firm or a metrics service

First-party cookies definition

set by the website itself

Define CTR

text-matching relevance, cookies and the associations to the landing page. click through rate

Impressions definition

the number of times an ad banner is requested by a browser

Click-throughs definition

the number of times any link is clicked