J4262 FINAL EXAM
The benefit of advertising on YouTube instead of or in addition to television advertising is? a greater ability to target smaller, more specialized audiences. the ability to advertise with a smaller budget. the ability to achieve conversions immediately. all of the above.
A greater ability to target smaller, more specialised audiences, the ability to advertise with a smaller budget and the ability to achieve conversions immediately -All of the above
The Second-price auction model: 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 is for keywords with low-priced CPCs because no other bids were placed for that keyword is used for price changing that occurs every second none of the other answers
Allows the highest bidder to pay only a penny more than the second highest bidder
How often should a company send emails? As often as it can create valuable content Once per day Twice per week Once per week
As often as it can create valuable content
When two people connect on Facebook, they are friends. When a person connects to a company on Facebook, the person is considered a __________ of the company. customer favorite VIP fan
Fan
What would be the HTML code to create a link to cnn.com using the anchor text, â My favorite news siteâ ? <a href="http://cnn.com"> My favorite news site</a> <a href="My favorite news site", "http://cnn.com"></a> <a href="http://cnn.com"> Cnn.com, My favorite news site</a> <a href="Cnn.com, My favorite news site /a">
<a href=http://cnn.com">My favourite news site</a>
Which of the following might be a paid link (advertisement) on our site? <a href="http://www.expedia.com/Hotels">Great Hotel Deals</a> <a href="http://www.expedia.com/Hotels">Great Hotel Deals"</a> <a rel="nofollow" href="http://www.expedia.com/Hotels">Great Hotel Deals</a> <a rel="nofollow" "http://www.expedia.com/Hotels">Great Hotel Deals</a>
<a rel="nofollow" href="http://www.expedia.com/Hotels" >Great Hotel Deals</a>
A Twitter handle, the unique identifier of a Twitter account, begins with which symbol? @ # $ !
@
If I run a retail website that sells sports equipment and I send a broadcast email to my email list advertising a 15% discount on ski helmets, then a user who clicks on the email should be taken to? a dedicated landing page showing ski helmets with a 15% markdown a search bar on my site where users can search for the specific gear they want the homepage the ski gear category page
A dedicated landing page showing ski helmets with a 15% markdown
Which of the following would you NOT see in your LinkedIn Updates? New connections from your network. Job activity from your connections. Job activity from Influencers. Posts from news channels you are following.
Job activity from influences
Ad Rank takes into consideration:? Keyword Bid Quality Score A and B None of the Above none of the other answers
Key word bid and quality score (A and B)
A transactional email is? usually sent regularly to the whole email list sent to select segments of the email list during specific times of the year, like holidays sent to an individual to update him/her about a purchase only sent to purchasers who sign up for an email list
Sent to an individual to update him/her about a purchase
As compared to fat head keyword phrases, long tail keyword phrases typically Receive a lower volume of searches Are longer Are more plentiful (there are more of them) All of these
All of these
Google Shopping Ads can be displayed... At the top left of the SERP At the top right of the SERP On the entire search page All of these
All of these
If an advertiser bids a $1.50 CPM, receives 40,000 impressions, and gets 80 clicks, the equivalent CPC bid would be $2.00 $0.075 $1.50 $0.75
$0.75
Suppose I send an email with the following characteristics: 25% open rate; 5% click-through rate (calculated from total delivered emails); 20% conversion rate; $100 average order value. How much revenue can I expect this email to generate if I send it out to my entire email list of 1000 members? $5250 $2250 $1000 $125
$1000
Which advertiser is going to pay the most per click? $1.98 CPC $2.50 CPC $2.06 CPM with a CTR of 4% $3.00 CPM with a CTR of .5%
$2.50 CPC
Which is the correct formula for calculating CTR? (Impressions/Clicks) x 100=CTR Clicks/Cost=CTR Clicks/Impressions=CTR (Clicks/Impressions) x 100=CTR
(Clicks/Impressions) X 100=CTR
Which of the following is the correct format for the Broad Match Modified keyword match type? -ipad mini +ipad +mini [ipad mini] "ipad mini"
+ipad +mini
When responding to negative content it is best to? Be transparent and admit any wrongdoing. Have a plan in place for how, where and when employees should respond. Try to always respond to negative complaints offline. All of the above.
- All of the above
Online Reputation Management is the practice of: Ensuring that searchers find overwhelmingly positive information about a brand online. Monitoring the web for negative content. Determining if when and how to respond to negative content about your brand online. All of the above.
-All of the above
After 100 impressions, ad A has a CTR of 1% and a conversion rate of 100%, and ad B has a CTR of 2% and a conversion rate of 0%. Which ad is better? Ad A because it has a 100% conversion rate. Ad B because it has a 2% CTR. Ad A because it has both a 1% CTR and a conversion. 100 impressions is not enough data to know which ad is better.
100 impressions is not enough data to know which ad is better
When a member of our email list clicks an unsubscribe button, they should be taken to our websiteâ s homepage a dedicated landing page with our best deals a page warning the user that unsubscribing is a bad idea a page that unsubscribes the user but allows them to stay subscribed to a smaller portion of emails and/or asks the reason for unsubscribing
A page that unsubscribes the user but allows them to stay unsubscribed to a smaller portion of emails and/or asks the reason for unsubsribing
Effective emergency response to negative publicity includes: A timely response. Ignoring most negative publicity. Reply on the same thread to each negative comment in the comments. All of the above.
A timely response
Sending an email to a shopper who has abandoned their shopping cart is an example of? a transactional email a segmented email a broadcast email a triggered email
A triggered email
Remarketing ads are displayed: When someone who has visited the advertiserâ s site goes anywhere else online. After visitors to the advertiserâ s site has downloaded a cookie on their browser and they go anywhere else online. After visitors to the advertiserâ s site have downloaded a cookie on their browser and they go to a site within the ad network where the advertiser is paying for clicks. Only on the Google Display ad network.
After visitors to the advertisers site have downloaded a cookie on their browser and they go to a site within the ad network where the advertiser is paying for clicks
With the Google Display Network, you can run? banner ads. text ads All of the above. None of the above.
Banner Ads and Text Ads -All of the above
Facebook decides which ads to show based on eCPM, effective Cost Per Mille, which is calculated as bid amount × number of prior clicks past ad spending / fans bid amount × click-through rate past ad spending / past clicks
Bid Amount X Click-Though Rate
A website can influence its click-through rate on the SERP through? The title tag The meta description Both of these None of these
Both of these
For a company like Oracle or Cisco, neither of which sell products online, the purpose of their social media is likely to be to? publicize their corporate social responsibility efforts. build brand equity. increase their market share. determine which customers like them best.
Build brand equity
IBM's primary goal in its use of YouTube is to? build its brand equity. sell computers. train its customers on how to use its products. provide additional customer service.
Build its brand equity
The bid strategy can be adjusted at the... Campaign level Ad Group level Ad level Keyword level
Campaign Level
Why is social media not free? Most social media platforms charge companies money to have an account. Companies must allocate resources to managing their social media accounts. Social media typically drives customers away, so it costs the company money. Social media requires companies to hire a creative agency.
Companies must allocate resources to managing their social media accounts
Advertising on LinkedIn can be very profitable for? any company of any kind. companies targeting professionals. companies with a marketing budget. companies in the Fortune 100.
Companies targeting professionals
Company X has 2,000 Facebook Likes while Company Y has 10,000 Facebook Likes. Company X's Facebook efforts might be more successful than Company Y's efforts if Company X's fans are more engaged. Company X's content is more humorous. Company Y has been doing social media longer. Company Y creates content more often than Company X.
Company X's fans are more engaged
If a keyword has low search volume, you should do which of the following? Most definitely do NOT advertise on this keyword Only choose it as a keyword if it has a low cpc Most definitely do advertise on this keyword Consider the cpc and if your ad and landing page are relevant to determine if you should choose that keyword
Consider the CPC and if you ad and landing page are relevant to determine if you should choose that keyword
A reliable strategy for long-term off-site SEO success can be characterized as? using a limited amount of black-hat techniques mixed with mostly white-hat techniques. consistent efforts to generate inbound links from reputable sites. an intense effort to generate buzz during website launch. strategic payments to related sites in return for links.
Consistent efforts to generate inbound links from reputable sites
Which of the following is NOT considered when determining Quality Score? Expected CTR Conversion Rate Landing Page Experience Ad Relevance
Conversion rate
Web pages that frequently rank well for branded search terms include Corporate ads. Social Media profiles. Product microsites. All of the above
Coperate Ads, Social Media profiles and Product microsites -All of the above
In order to rank lots of positive content about your brand on the SERPs for your brand, it is wise to? Offer to pay money to site owners that will take down negative content on their site about your brand. Create lots of positive content on a variety of sites that discuss your brand as a main topic and add value to the web so it can outrank the negative content. Build a ton of one page sites that just talk about your brand. All of the above.
Create lots of positive content on a variety of sites that discuss your brand as a main topic and add value to the web so it can outrank the negative content
A brand-new website should NOT choose target keyword phrases based on? Relevance Traffic Competition Current ranking
Current Ranking
How often does Google recalculate Quality Score? Each time an ad is considered for display for a particular keyword Every 100 times an ad is considered for display for a particular keyword Once per day Once per week none of the other answers
Each time an ad is considered for display for a particular keyword
If you were target.com, which site is a site that you would NOT want to rank for your brand on a keyword search for "Target". Target.com Extargetemployees.com Targetcares.com All of the above
Extargetemployees.com
With Google Alerts you can? Get only emails that send links to new pages Google has crawled/indexed surrounding terms you specify. Get emails and/or RSS feed alerts that send links to new pages Google has crawled/ indexed surrounding terms you specify. Monitor when someone posts a picture of your logo on their site. All of the above.
Get emails and/or RSS feed alerts that send links to new pages Google has crawled/ indexed surrounding terms you specify.
Publishers that participate in a display ad network... always make more money selling ad space through the ad network than they would selling the ad space on their own. never make more money selling ad space through the ad network than they would selling the ad space on their own get paid each time an advertiser is charged by the ad network for displaying advertisements on the publisherâ s site. have to deal individually with each advertiser running ads on their site.
Get paid each time an advertiser is charged by the ad network for displaying advertising on the publishers site
A manual link-building practice that was once considered standard but is now considered (by Google) to lean toward black hat is submitting your site to Google Places. creating a social media profile for your website. asking customers to link to your website. guest blogging.
Guest blogging
When compared to a typical online ad campaign, remarketing campaigns typically have,, higher CTR and higher conversion rates lower CTR and higher conversion rates higher CTR and lower conversion rates lower CTR and lower conversion rates
Higher CTR and higher conversion rates
The Google Keyword Planner CPC Data: Is irrelevant because the cpc bidding system is too dynamic Is relevant, but one should not expect to pay the exact same CPC as the Planner suggests Provides data that helps you do keyword research A & C B & C None of the above
Is relevant, but one should not expect to pay the exact same CPC as the Planner suggests And provides data that helps you do keyword search? B and C
Which advertiser is awarded the top ad position? The advertiser with the highest CTR It depends on who receives the highest Ad Rank The highest bidder is always on top The advertiser with the highest Quality Score none of the other answers
It depends on who receives the highest Ad Rank
The majority of Pinterest users are women because? it is a visual medium, which appeals only to women. it first gained popularity among the mostly female arts and crafts community. Pinterest does not allow Pins for certain categories, which are the categories that would appeal to men. social media usage is much more prominent among women generally.
It first gained popularity among the mostly female arts and crafts community
Positive content online is easier to rank online if? it uses the keywords over and over again. it has a large amount of links from reputable, powerful sites that also mention the branded keywords you wish to rank for. they donâ t really serve a purpose other than to outrank negative content. All of the above.
It has a large amount of links from reputable, powerful sites that also mention the branded keywords you wish to rank for
A hashtag's primary purpose on Twitter is to? add a witty phrase to a Tweet for comedic effect. identify the source of the Tweet. provide a link to discover additional information related to that Tweet. make Tweets searchable.
Make Tweets searchable
If you bid on the keyword ipad mini tablet as a keyword using the [ ] brackets like so [ipad mini tablet] your ad will show up: Only when someone searches for ipad mini tablet When some searches for ipad mini tablet and ipad mini tablets on sale When someone searches for ipad mini and ipad mini white tablet None of the above none of the other answers
Only when someone searches for an iPad mini tablet
Two general methods of promoting a brand on Pinterest are (1) to curate Pin boards belonging to the brand within Pinterest and (2) to? provide a "Pin it" button on Pinterest-worthy content on the brandâ s website. encourage website users to create a Pinterest account. remove text content from the brandâ s website and convert it to visual content. create video versions of all Pins.
Provide a "pin it" button on Pinterest-worthy content on the brand's website
Social media content from a company should? make the company seem like any other friend to its followers usually be humorous provide value to its followers insult the companyâ s competitors
Provide value to its followers
Sites that frequently rank negative content about brands online include: Scam Reporting sites. Online Review sites. News/Press sites. All of the above.
Scam Reporting sites, Online Review sites and News/Press sites -All of the above
Why does having too much advertising space damage a websiteâ s search rankings? It diminishes the value of external links to the site. Search engines consider a site with lots of advertising space to be lower quality. Both of these None of these
Search engines consider a site with lots of advertising space to be lower quality.
Black-hat SEO is any practice that? Is no longer used by web developers Search engines frown upon Works Improves search engine rankings
Search engines frown upon
One way to use an email list segmentation scheme is to send certain emails only to specific segments. Another way is to? send emails to the whole list while changing parts of the content to match segment characteristics. send members of the email list only specific segments of an email send all members of the list the same email with the expectation that only some segments will respond use different background colors for each segment
Send emails to the whole lost while changing parts of the content to match segment characteristics
A double opt-in email capture practice is one that? sends at most two emails per week sends an email to confirm the customerâ s desire to be on the email list send two copies of every email to customers requires customers to double-click on the sign-up link
Sends an email to confirm the customers desire to be on the email list
The gold standard for business use of YouTube is to create a video that? is free to watch. does not pander to its audience. simultaneously entertains and advertises. is difficult for competitors to copy.
Simultaneously entertains and advertises
Advertisers buy ad space through display ad networks.. so they donâ t have to buy ad space from each publisher individually. and have no control over which sites show their ad. but can pick what types of sites they will allow to show their ad. a and b a and c
So they don't have to buy ad space from each publisher individually and can pick what types of sites they will allow to show their ads -A and C
A viral strategy that targets "influencers" (key people with a larger-than-average share of influence) is more likely to work on Twitter than Facebook because? Twitter allows businesses to advertise only to influencers. some Twitter accounts have a list of followers that is many degrees of magnitudes larger than average. Twitter identifies key influencer accounts that most Twitter users pay attention to. Facebook limits the number of friends any one account can have.
Some Twitter accounts have a list of followers that is many degrees of magnitude larger than average
Which of the following is NOT displayed in a PPC text ad? The final URL Description Line 2 The display URL The headlines
The final URL
Ford's objective in running social media campaigns is to build brand equity rather than increase online sales because? it is illegal to sell automobiles online. there is too much price competition online. selling automobiles online would make distribution too difficult. their dealers would be upset at having to compete with online sales.
Their dealers would be upset at having to compete with online sales
Companies should plan their content before they begin efforts to attract followers because? there should already be content for followers to see. the company needs to have a content plan in place. Both a and b. None of the above.
There should already be content for followers to see and the company needs to have a content plan in place -Both A and B
A video or other content "goes viral" when? it inserts a virus into any computer that opens the file. it has such a visceral effect on watchers that it makes them ill. those exposed to it forward it on to other friends, thus spreading it until it reaches market saturation. a virus within the video prevents it from playing on certain computers.
Those exposed to it forward it on to other friends, thus spreading it until it reaches market saturation
Assume that Nike PR and SEO employees are monitoring mentions of the "Just Do It." Why would they most likely do that? To be extra vigilant that no one says anything bad about their company. To see who is mentioning their trademark the most. To catch and stop frequent trademark infringement. All of the above.
To catch and stope frequent trademarked infringement
To calculate your ROAS, you must know which of the following? CTR and Conversion Rate Total Adspend and Total Revenue Total Adspend and CTR CTR and Total Revenue
Total Adspend and Total Revenue
In a PPC text ad, it is a best practice to include which of the following: UVP Call-to-Action Keywords pertaining to the adgroup All of the above
UVP, Call-to-Action and keywords pertaining to the adgroup - All of the above
To have consistent messaging online, all of your ads should? use a similar color scheme use similar calls to action highlight the same value propositions all of the above
Use similar colour scheme, use similar calls to action and highlight the same value proposition -All of the above
The Google Display Ad Planner tells you where your target audience is spending their time online. how many clicks your ads will get. exactly how many impressions your ads will get. exactly how much you will have to pay per click.
Where your target audience is spending their time online
A company wants to be scientific about creating a viral video. It has created a video and estimates the following virality parameters: Pf = .03; N = 500; Pv = .5. If the company is able to get 1,000 people to watch it at the outset, and its parameter estimates are accurate, is the video likely to go viral? Yes No
Yes
PageRank could be easily manipulated by? creating spam websites linking to one another. creating a website with thousands of pages. placing thousands of links on the same page. hacking Yahoo.com.
creating spam websites linking to one another.
A website's popularity is determined by? an annual poll. its traffic. its Google ranking. external inbound links.
external inbound links.
A page's ranking is determined by both its popularity and its relevance to the searched phrase. The page's popularity is measured based on its link profile. the link profile of its root domain. its link profile as well as the root domainâ s link profile. keyword usage.
its link profile as well as the root domainâ s link profile.
Online retailers can and should encourage every customer to sign up for regular emails from the retailer. In order to avoid spam filters, the retailer should? automatically send regular emails to all customers send emails to all customers except those who request to be taken off the email list provide a check box that is checked by default during the checkout process for customers to sign up for emails provide a check box that is unchecked by default during the checkout process for customers to sign up for emails
provide a check box that is unchecked by default during the checkout process for customers to sign up for emails
Getting 100 backlinks from 100 different websites is better for ranking purposes than getting 100 backlinks from 10 different websites because if the links come from 100 different websites, those links are more likely to generate social sharing. the links from 100 different websites will generate more traffic, and traffic is the most important ranking determinant. if we get too many links from the same website, the search engines automatically assume we are buying those links. search engines consider link diversity a sign of organic, independent endorsements of a websiteâ s content.
search engines consider link diversity a sign of organic, independent endorsements of a websiteâ s content.
Networking with other website owners can be beneficial to your websiteâ s rankings because? website owners are more likely to link to sites owned by people they know. Google is developing methods of measuring popularity outside of the internet. this can help you eventually sell your website. Google keeps a list of website owners known to be in the â inâ crowd.
website owners are more likely to link to sites owned by people they know.
During what time of day should emails be sent? When response rate is highest Mid-day Evening Morning
when response rate is highest
If my website sells exercise equipment, then a link from ___________ is likely to be most valuable to me (if all of these sites have similar popularity). www.fitnessblog.com www.freerecipes.com www.frisbees4sale.com www.crossstitchfun.com
www.fitnessblog.com
