J4262 Final Exam Mizzou
An advertiser bids $10 CPM, achieves a 1% CTR and achieves a 5% conversion rate. What would an equivalent CPA bid be 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 searches who use "running" or a close variant, but she wants to allow for broader matching to "shoes". Which keyword will accomplish this?
+running shoes
during a one week period, a website had 3000 total page views from 500 sessions. What is the sites average page depth
3,000/500 = 6
from question 25, what is the homepage's bounce rate
40%
a lead generation website received 1000 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%
Which of the following is NOT a dynamic language
HTML
URL is an acronym for
Uniform Resource Locator
what enables a website to recognize a computer as a return visitor (as opposed to a first time visitor)
a cookie
NSAMCWADLP means whenever you create an online marketing campaign you should also create
a dedicated landing page designed specifically for that campaign
An editorial link is
a link created voluntarily by another website owner because he/she values the websites content
the primary conversion for a lead generation site is
a phone call from a website visitor and a form fill on the website
a banner ad for netflix should lead people to what kind of landing page
a subscription landing page
A company sends out a broadcast email to its entire email list informing the list about Black Friday deals. At 6:00 pm on Black Friday, the company sends out an email only to members of its email list that (1) clicked on the previous email and (2) did not make a purchase. This second email is an example of
a triggered email
Oil Gardners principle of clarity has been violated if
a visitor has no idea where a link leads
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 their bids are expected to earn the ad network more money
retail websites can most advisedly grow their email list
allowing customers to sign up for the email list during the checkout
the three broad methods of display ad targeting on googles display network are
audiences demographics content
the AIDA model states that the process of creating a customer follows these four steps
awareness interest desire action
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
which type of YouTube ad lasts exactly 6 seconds
bumper ads
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
when conducting an A/B test to improve a webpages design, the measure that should be used to determine which page is better is usually (but not always)
conversion rate
Return on Advertising Spend (ROAS) cannot be calculated within an AdWords account unless
conversion tracking is set up properly in analytics (or Tag Manager) and connected to the AdWords account
what is NOT an aspect of successful websites
create captivating design
To conduct an A/B test on ad copy, an advertiser merely has to
create multiple ads in an ad group
a retail website that wants to track its conversion rate should set up what type of goal
destination
a single purpose landing page
directs visitors to one (and usually only one) possible action
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 remarketing should
employ frequency caps
A b2b services company is likely to use email marketing to
engage in lead nurturing
posting on a companys social media profiles can improve company profit by
facilitating purchases from first time customers increasing loyalty of past and current customers improving seo and therby facilitating first time customer purchases
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
jane.com sells clothing and accessories. They want their line of maternity clothing to show up on searches that include maternity. What should the URL for the maternity category page be
https://jane.com/maternity
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 should email marketers remove from their email any list of consumers who have not opened an email for several months
including these recipients puts the company at risk of being blocked by spam filters
when a shopper puts an item in their online shopping cart, Amazon recommends add-on products to
increase revenue
curated social media content refers to content that
is collected from a variety of other content creators
the primary advantage of a short email sign up form is that
it attracts a higher volume of sign ups than a longer form
the mobile first design philosophy advocated for designing the mobile first because
it is easier to adapt a mobile site for display on a desktop computer than it is to adapt a desktop site for display on a mobile device
email marketing can be especially effective for a search engine like kayak or expedia because
it typically has information about deals that might interest its customers
which platform has an advertisement type that is most similar to email marketing
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
unpaid referral traffic is traffic that comes from
links from other websites that are not paid for
the purpose of hashtags is to
make posts (tweets) searchable
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
if a companys social media followers exhibit greater purchase frequency than non-followers, this could be a sign that the companys social media efforts are producing good results
more loyal customers are more likely to follow the company on social media
why is the engagement of social media followers more important than the number of followers
most social media platforms do not show company content to followers who are not highly engaged
an advertiser on pinterest who wants to drive as much traffic as possible to their website should use what type of ad
one tap pins
Which of the following is NOT used when calculating an ad's Quality Score?
organic search ranking
a low conversion rate can be caused by all of the following except
overly responsive design
what led to a thriving ecosystem of influencers on instagram
paid advertisements came relatively late to instagram
instagram can be a top social platform for generating first-time customers even through it has a huge downside in that
posts cannot include links to external content
in addition to posts from friends and paid for advertisers, what other two types of content are found in a facebook like news feed (though with much lower frequency)
posts from liked pages and actions from friends
good display ad copy does everything except
pre convert the consumer
Which of the following is NOT a match type for selecting search ad 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 searches should first
register and verify its business with google my business
which of the following steps is NOT a part of the social media plan
register the company on all social platforms
long tail keywords are
search terms with lower volume than fat head keywords
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
email marketers can target specific segments by
sending emails only to specific segments of the email list changing portions of content for each segment within an email
what advantage does a social network have over a display network for paid advertising
social media networks
measuring the average sentiment expressed about a company on social media platforms may not be a good reflection of the companys performance because
some industries generate a high level of negative posting regardless of their performance sentiment coding on social platforms is sometimes inaccurate
what is NOT an example of direct traffic
someone types the name of a website into a search bar and clicks the first link on the search engine results page
Social listening usually entails (1) scraping all public mentions of a company on social media, (2) coding those mentions as positive, negative, or neutral, and (3)
summarizing average sentiment about the company
if an email marketer has good email lists and lots of information about the users on this list, marketing automation would be useful for
targeting emails to the right users based on their outgoing behavior
a website that sells wedding dresses targets ads to (1) women (2) ages 22 to 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 a major downside of this targeting?
the audience will be so small that the ads are not likely to generate a large volume
n 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 and 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 searchers query
of the 500 sessions that occurred on a website during a one-week period, 200 of them started on the homepage, 100 of these 200 sessions saw only the homepage before leaving the site. Of the 300 sessions that started on other pages, 100 of them consisted of only one page view. Which is higher: the site bounce rate or the homepage's bounce rate
the homepage's bounce rate
including the word maternity in the alt text and file name of several images on the maternity category page of jane.com will improve the pages relevance score for searches using the word maternity. What other benefits can result 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 four different keywords on 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.com">Fashion deals</a>. How will this link be treated differently by the search engines than the link in question 42
the link will not pass link authority to jane.com
to determine the winner of an A/B test on a subject line an email marketer should use
the open rate
twitter consumption is fast paced because of the short nature of tweets. Pinterest consumption is even faster paced because
the pinterest feed shows multiple columns of images
the upper fold is
the portion of a webpage that is visible without scrolling down
analysis paralysis occurs when
the sheer volume of data overwhelms a manager and causes inaction
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?a) They will damage homepage rankings
they will improve homepage rankings
the benefit of keyword mapping is
to make sure the most appropriate webpage shows up on the serp for every search phrase to organize seo efforts across the many search phrases the website is targeting to prevent keyword cannibalization in a websites seo efforts
after a b2b services company closes a deal with company x email markeing may still be useful for purposes of
training the employees within company x
How can credit card numbers and other sensitive information be transferred across the internet without third parties seeing it (and stealing it)
transport layer security encrypts sensitive information
on twitter, partner audiences allow advertisers to target potential customers based on behaviors that occur outside twitter. How does twitter get this information
twitter has partnered with third party data providers to access this information
on facebook, custom audiences allows advertisers to
upload email addresses of current customers and target users with similar characteristics
which of the following is NOT a principle of steve krugs design for usability paradigm
use complementary colors
Dynamic remarketing ads
use different ad content across targets
in the original EdgeRank formula, affinity score referred to
users liking of the friend or page making the post
creating a post with a discount for a product is an example of providing
utilitarian value
when a consumer clicks on a display ad the landing page should match the ads
value proposition color scheme imagery
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
the upper fold of a webpage should answer the questions what are you offering, why should i pick you, and
what do you want me to do next
in web design what is more important than a websites visual appearance
whether it generates a high conversion rate
a website that sells software made 100 sales of 200 each from 2000 sessions (for a total of 20000 in revenue and profit - the marginal cost of these sales was 0). The average cost to generate each session was 5 bucks (the traffic came from a paid advertising campaign). Were these 2000 sessions profitable
yes
