MKT 350 Final
Conversion goals for mobile users include: A. All of these B. Purchase C. In-store visit D. Research
All of these
How can credit card numbers and other sensitive information be transferred across the internet without third parties seeing it (and stealing it)? The internet is hack-proof Transport layer security encrypts sensitive information The internet has developed an ethos of honesty and integrity Only computers with the correct IP address can receive information packets sent across the internet
B
On Facebook, custom audiences allows advertisers to create target audiences from the typical targeting methods and then save these audiences as a custom audience upload email addresses of current customers and target users with similar characteristics customize the ad content to match each user's interests use demographics in combination with interests to customize their audience targeting
B
One reason A/B testing is so popular is because bosses love _______ A. Tests B. data-driven decisions C. Money D. Chocolate
B
The AIDA model states that the process of creating a customer follows these four steps: Anticipation → Interest → Determination → Activity Awareness → Intensity → Demonstration → Anticipation Awareness → Interest → Desire → Action Aspiration → Innovation → Desire → Activation
C
URL is an acronym for:
Uniform Resource Locator
A banner ad for Netflix should lead people to what kind of landing page? a subscription landing page a lead generation landing page a single-product landing page a multi-product landing page
a
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 during her morning commute at the end of her evening commute during the weekend
a
A company like Apple generates so much online commentary that it would be too labor- intensive to monitor it all. But Apple still wants to be on the lookout for negative press. It should therefore actively monitor crucial alerts like "Apple + fraud" and "Apple + scam" just examine Google Alerts once per month monitor blogs only and ignore news sites, discussion forums, etc. just look at ten randomly selected results from Google Alerts per day
a
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 a high conversion rate is almost guaranteed from search engine traffic earning high organic rankings typically happens instantaneously the content is not likely to have any competition
a
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 No
a
After a B2B services company closes a deal with Company X, email marketing may still be useful for purposes of training the employees within Company X nurturing leads from Company X generating leads from Company X qualifying leads from Company X
a
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 [running shoes] +running +shoes "running shoes"
a
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 search advertisements generated almost no clicks eBay's analytics showed that the ROAS was low branded keywords are especially expensive on search engines
a
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? The link will not pass link authority to jane.com. The link will show up as an 'unsecured' link. The link will be used for an image rather than show anchor text. Instead of navigating the current window to jane.com, it will create a new window for jane.com.
a
In determining what content to show users, Facebook uses all of the following EXCEPT gender content type past engagement with posting entity recency
a
In general, the proper response to a negative review on an online review site is to understand the situation and take responsibility where appropriate send discounts or coupons in recompense for the failure explain how the company is not at fault ignore it
a
Measuring the average sentiment expressed about a company on social media platforms may not be a good reflection of the company's performance because both of these options neither of these options some industries generate a generally high level of negative posting regardless of their performance sentiment coding on social platforms is sometimes inaccurate
a
Of 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 pageview. Which is higher: the site bounce rate or the homepage's bounce rate? the homepage's bounce rate the site bounce rate
a
Oli Gardner's principle of clarity has been violated if a visitor has no idea where a link leads a website visitor sees multiple calls to action on the same page a visitor converts but does not realize that he/she has completed the action the website provides no reason to believe in the website's credibility
a
Pinterest is now displaying more DIY types of content to attract more ____. A. men B. businesses C. non-profits D. women
a
Posting on a company's social media profiles can improve company profit by all of these options facilitating purchases from first-time customers increasing loyalty of past and current customers improving SEO and thereby facilitating first-time customer purchases
a
Snapchat has a user base of mostly _____ A. younger users B. men C. women D. older users
a
The "upper fold" is the portion of a webpage that is visible without scrolling down another name for the navigation menu at the top of a webpage usually the same for mobile devices and desktop computers the area on a retail site that shows the top sellers
a
The first step in a social media plan is to determine the _____ A. objective B. plan to promote the content C. measures of success D. plan for the content
a
To determine the winner of an A/B test on a subject line, an email marketer should use the open rate the churn rate the conversion rate the click-through rate
a
Under the 4 Cs of remarketing, _____ determines which ad will be shown based on behavior. A. Creative B. Context C. Content D. Cookie Duration
a
What advantage does a social network have over a display network for paid advertising? all of these options Ads on social media command more attention than banner ads on a display network Social media networks typically have more intimate knowledge of their users' interests Ads on social media provide a great number of engagement options
a
Which of the following developments will make consumers more tolerant of notification- based advertising? Ad targeting will improve so that only informative and welcome notifications will be sent Notifications will be controlled biometrically Consumers will be unable to turn off notifications from any apps Consumers will have their bank accounts connected to notifications so that they will be charged by the notification automatically
a
Which of the following is NOT a good example of a website to promote as an alternate result for a branded search? a copy of the main website at a different URL product microsite corporate blog social media profile
a
Which of the following is NOT a match type for selecting search ad targets? precise match broad match phrase match exact match
a
Which of the following is NOT an aspect of successful websites? Create captivating design Drive conversions Maximize revenue Generate traffic
a
Which of the following is NOT used when calculating an ad's Quality Score? Organic search ranking Expected CTR Landing page experience Ad relevance
a
Which of the following personnel would participate in ORM at an organization? A. All of these B. Janitor C. CEO D. Technicians
a
Which of the following steps is NOT a part of the social media plan? Register the company on all social platforms Measure success Plan the content Determine the objective
a
Why is a high bounce back rate a negative signal of a webpage's quality? Because this behavior indicates that the searcher did not like what they saw or find what they were looking for Because search engine rankings are determined by websites' conversion rate, and a high bounce rate means a low conversion rate Because this behavior is an indicator that the website might be engaging in click fraud. Because the search engine must load the SERP again, and this wastes the server's bandwidth.
a
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 They will have no effect on homepage rankings They will damage homepage rankings They will improve homepage rankings on searches for red widgets but damage rankings on searches for yellow widgets
a
A B2B services company is likely to use email marketing to pursue corporate recruiting engage in lead nurturing drive immediate conversions broadcast messages to its employees
b
A company wishing to rank for local searches should first ask its customers for reviews on Yelp and other similar websites register and verify its business with Google's My Business begin advertising on Google's ad network change its business name to include its more important keywords
b
A low conversion rate can be caused by all of the following EXCEPT poor web design overly responsive design technical glitches poor audience selection
b
A retail website that wants to track its conversion rate should set up what type of goal? Pages/screens per session Destination Duration Purchase
b
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? use only exact match in its keyword lists add the word "cheap" to its negative keyword list change exact match keywords to phrase match keywords change any modified broad match keywords to broad match keywords
b
An advertiser bids $10 CPM, achieves a 1% CTR and achieves a 5% conversion rate. What would an equivalent CPA bid for this advertiser be? $10 $20 $200 $100
b
Content marketing differs from advertising in that advertising content requires more time and energy to create content marketing is meant to entice readership/viewership on its own merits it is illegal to pay for distribution of content marketing content marketing cannot contain calls to action
b
Creating a post with a discount for a product is an example of providing identity value utilitarian value social value entertainment value
b
Email marketers can target different segments by sending emails only to specific segments of the email list both of the options changing portions of content for each segment within an email neither of the options
b
Good display ad copy does everything EXCEPT attract attention pre-convert the consumer communicate a value proposition invite action
b
Google analytics identifies a web page requester by their ______ A. Age and fingerprints B. IP or cookies C. Location and facial features D. Name and address
b
How many responses are optimal for negative reports on scam reporting websites? 3 or more 1 0 2
b
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 hyper-targeting geo-fencing temporal training locavore targeting
b
If a company's social media followers exhibit greater purchase frequency than non-followers, this could be a sign that the company's social media efforts are producing good results. Alternately, it may only reflect the fact that the company's analytics are not properly installed more loyal customers are more likely to follow the company on social media the social media platform is exaggerating its own performance the indirect effect of social media is more dramatic than the direct effect
b
If an email marketer has a good email list and lots of information about the users on this list, marketing automation would be useful for creating new onboarding email copy targeting emails to the right users based on their ongoing behavior automatically creating new content for emails revamping the segmentation system
b
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 #98 the keyword on which your site ranks #9 the keyword on which your site ranks #1 the keyword on which your site ranks #112
b
In web design, what is more important than website's visual appeal is how many pages it has whether it generates a high conversion rate whether the website uses HTML5 how new the website is
b
In what way is the Final URL the most important part of a search ad? Quality score is calculated based exclusively on the final URL If the final URL is wrong, searchers cannot reach the website properly As the longest part of the search ad, it takes up the most space The final URL is bolded for users, so it most readily entices a click
b
Instagram can be a top social platform for generating first-time customers even though it has a huge downside in that images tend not to be engaging for potential customers posts cannot include links to external content corporate accounts on Instagram do not show up in users' main feed influencers often prevent adoption of products from major corporations
b
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://maternity.jane.com/ https://jane.com/maternity https://jane.maternity.com/ https://jane.com/category5
b
Organic search results are typically displayed on page 2 below the paid ads interspersed with paid ads at the top of the SERP
b
Return on Advertising Spend (ROAS) cannot be calculated within an AdWords account unless the advertiser has achieved at least 50 conversions within the past month conversion tracking is set up properly in analytics (or Tag Manager) and connected to the AdWords account the advertiser spends a minimum of $250 per week on AdWords the advertiser has a six month history of AdWords advertising
b
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 rethink their use of remarketing employ frequency caps periodically turn off remarketing campaigns show remarketing ads only to consumers who have visited the advertiser's website within the last 24 hours
b
Targeting consumers based on their location is not as effective as targeting them based on their location and their past behavior both past behavior and timing timing neither past behavior nor timing
b
The Mobile First design philosophy advocates for designing the mobile first because mobile web design is more visually appealing than desktop designs It is easier to adapt for display on a desktop computer AND mobile traffic has more volume than desktop traffic 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
b
The part of an email that should be straightforward, descriptive, and avoid selling is _______ A. Unsubscribe B. Subject Line C. Copy D. Sender Name
b
The primary advantage of a short email sign-up form is that only customers with serious interest are likely to sign up it attracts a higher volume of sign-ups than a longer form marketing automation is only possible with short email forms the company will have more information about customers to enable improved email content targeting
b
What is the anchor text of this link: <a href="http://jane.com">Fashion deals</a> "http://jane.com" Fashion deals <a href> </a>
b
When conducting an A/B test to improve a webpage's design, the measure that should be used to determine which page is better is usually (but not always) traffic conversion rate time on site number of clicks during the visit
b
Which of the following is NOT recommended to be shown in a search ad? unique value proposition reference to competitors call to action keywords
b
Which platform has an advertisement type that is most similar to email marketing? Snapchat LinkedIn Twitter Pinterest
b
Who is liable when false information is posted online? The company that maintains the website on which the false information is posted Practically nobody Google and any other search engine that links to the false information The web hosting company that maintains the website's servers
b
Why is receiving 100 links from 10 different websites better than receiving 100 links from the same website? Search engines only register one link from any given domain, so they only count the 100 links from the same site as a single link. Links from 10 websites mean a higher link diversity than links from one website Many links from the same website are a signal of black-hat SEO Links from 10 websites are more likely to generate social sharing
b
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? manufactured links manual links editorial links nofollow links
b
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? 20%; 80% 20%; 25% 8%; 25% 8%; 20%
c
A nonprofit organization has generated a following of people who have created websites about the organization. Most of these sites are positively-inclined toward the organization; only a few are negative. The organization begins to buy up some of these sites (mostly the positive sites) and redirecting these URLs to their own home URL. What is the downside of this strategy? Search engines view redirects with suspicion, and having multiple redirects could generate a manual penalty from Google Redirecting the URLs to the nonprofit organization's URL will weaken the organization's URL and prevent it from ranking well on search engines By redirecting the URLs, those URLs will no longer rank independently on search engines, moving other (potentially negative) sites up higher in the rankings Redirecting websites is never a good idea, because it creates extra copies of content that damage search engine rankings
c
An advertiser on Pinterest who wants to drive as much traffic as possible to his/her website should use what type of ad? Promoted pins Promoted video pins One-tap pins Promoted app pins
c
An email reminding a customer of an abandoned shopping cart is a ________ A. spam trap B. black hat technique C. triggered email D. spam email
c
An example of an app with simple features, like allowing a user to see his/her account information without having to log in would be: A. Coursera B. Best Buy app C. natural gas company app D. Delta app
c
Before search engine algorithms, web pages were listed and found through _______ A. Family B. YellowPages C. Portals D. Friends
c
Dividing clicks by impressions gives you the _____ A. Cost per acquisition B. Return on advertising spent C. Click-through rate D. Conversion rate
c
During a one-week period, a website had 3,000 total pageviews from 500 sessions. What is the site's average page depth? (3,000 + 500)/500 = 7 (3,000 + 500)/3000 = 1.17 3,000/500 = 6 500/3,000 = .17
c
Dynamic remarketing ads are universally more effective than other remarketing ads are the best starting place for a digital marketer use different ad content across targets use dynamic animation
c
Googles update regarding paid vs. organic spots means there may be no ______ listings above the fold (esp. on mobile). A. both of these B. neither of these C. organic D. paid
c
Mobile users engage in more "snacking" than desktop users. This means that mobile users spill crumbs on the phones more readily than on their desktop keyboards mobile users have shorter, more frequent usage sessions mobile users make smaller, more frequent purchases mobile users find restaurants more frequently from their phones
c
NSAMCWADLP means that whenever you create an online marketing campaign, you should also create a new analytics account to track the results of the campaign a separate line in the accounting leger to independently track revenues from the campaign a dedicated landing page designed specifically for that campaign a new email broadcast to inform customers of the marketing campaign
c
The ByME Time app function is a(n): A. timer B. personal assistant C. alarm clock D. calendar
c
The accelerated mobile project is trying to address what shortcoming of mobile devices? Poor mobile web design Difficult clicking Slow loading of webpages Immobility of desktop computers
c
The benefit of keyword mapping is to prevent keyword cannibalization in a website's SEO efforts to organize SEO efforts across the many search phrases the website is targeting All of these options to make sure the most appropriate webpage shows up on the SERP for every search phrase
c
The primary conversion for a lead generation site is a form fill on the website a referral to a friend Both a phone call and a form fill a phone call from a website visitor
c
The purpose of hashtags is to replace the need for images exceed the 280-character limit make posts (tweets) searchable add humorous commentary to a post
c
The upper fold of a webpage should answer the questions, "What are you offering?" "Why should I pick you?" and "Where is the search bar?" "What are your top sellers?" "What do you want me to do next?" "Who is your top competitor?"
c
To conduct an A/B test on ad copy, an advertiser merely has to create multiple ad campaigns, each with a different ad group create multiple ad groups, each with a different ad create multiple ads in an ad group create multiple accounts
c
Twitter consumption is fast-paced because of the short nature of tweets. Pinterest consumption is even faster-paced because pins disappear after only five seconds on the screen the Pinterest feed automatically scrolls the Pinterest feed shows multiple columns of images columns are organized by topic
c
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 A because CPM bidding is preferred by the ad network Advertiser B because CPC bidding is preferred by the ad network Advertiser B because his/her bids are expected to earn the ad network more money Advertiser A because his/her bids are expected to earn the ad network more money
c
Unpaid referral traffic is traffic that comes from links from other websites that are paid under the table banner ads links from other websites that are not paid for bots and web crawlers
c
Websites with little content received a penalty under this Google update: A. Pigeon B. Penguin C. Panda D. PageRank
c
When a consumer clicks on a display ad, the landing page should match the ad's value proposition imagery all of these options color scheme
c
When a shopper puts an item in their online shopping cart, Amazon recommends add-on products to increase engagement increase the conversion rate increase revenue increase traffic
c
Which of the following is NOT a principle of Steve Krug's design for usability paradigm? Create effective visual hierarchies Format content to support scanning Use complementary colors Break pages up into clearly defined areas
c
Which of the following is NOT an example of direct traffic? Someone clicks on a bookmark from his/her browser Someone types in the URL of a website into the browser address bar Someone types the name of a website into a search bar and clicks the first link on the search engine results page Someone clicks on a link from an email
c
Which of the following is NOT an example of reputation management? A company uses Google Alerts to monitor web mentions of its company and its top executives A company uses its customer service team to respond to negative comments about the company online A company hires a public relations firm to attract news stories about the company so that its homepage ranks better on search results A company hires a public relations firm to attract news stories about the company so that searches on the company's name will bring up links to the positive news stories instead of negative links
c
Yelp and Zagat are examples of ____ that companies should monitor. A. Websites of activist organizations B. Scam reporting sites C. Online review sites D. Informational sites
c
What enables a website to recognize a computer as a return visitor (as opposed to a first-time visitor)? the computer's physical location a cookie the computer configuration the IP address
cookie
"Analysis paralysis" occurs when an analytics package is improperly installed and thus data tracking stops a manager makes so many good inferences from the data that he/she makes too many changes an analyst goes on vacation without someone else replacing his/her job responsibilities the sheer volume of data overwhelms a manager and causes inaction
d
"Long tail keywords" are search terms that produce a low conversion rate search terms done on mobile devices search terms for niche product categories search terms with lower volume than "fat head keywords"
d
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 transactional email an onboarding email a broadcast email a triggered email
d
A single-purpose landing page provides as much information to visitors as possible is the least effective of the landing page types is the same as a single-product landing page directs visitors to one (and usually only one) possible action
d
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? Demographics like gender and age cannot be used to target ads Some of those targeting methods cannot be combined on Google's ad network It is unethical to use income as a targeting method The audience will be so small that the ads are not likely to generate a large volume
d
Advertisers on a display network can pay through each of the following methods EXCEPT CPM (cost per mille) CPA (cost per acquisition) CPC (cost per click) flat fee
d
All of the following activities are more difficult on a mobile device than on a desktop computer EXCEPT typing viewing information clicking scrolling
d
An ad's location, bid strategy, daily budget, ad extensions, and more are all determined at what level within the AdWords account? the ad group level the ad level the keyword level the campaign level
d
An analytics package records all of the following information from visitors EXCEPT the timing of the visit/click browser being used location of the visitor hard disk space of the computer
d
An editorial link is a link created by a newspaper editor a link created by submitting one's own site to a directory or local business archive a link created in a quid pro quo agreement with another website owner a link created voluntarily by another website owner because he/she values the website's content
d
Content marketing includes: A. Email B. Social networks C. None of these D. Both of these
d
Curated social media content refers to content that is created by a company for its own social media profiles was first posted more than one year earlier and is being posted a second time is created by two or more companies in a partnership is collected from a variety of other content creators
d
Email marketing can be especially effective for a search engine like Kayak or Expedia because search engines typically generate no other form of direct traffic search engines are not allowed to utilize other marketing channels people cannot put emails from search engines in a separate commercial folder within their email account it typically has information about deals that might interest its customers
d
Even a highly relevant keyword may not be worth pursuing in your SEO if the keyword is often misspelled the keyword is too long the keyword is synonymous with other terms the keyword has no traffic
d
For a search engine, "relevance" refers to how many pages on the website link to one another the traffic level of the website whether a website has been visited by the searcher before the extent to which a webpage's content matches the searcher's query
d
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 Neither of the options mobile traffic is poorly qualified (e.g., consisting of many fat-finger clicks) mobile users prefer to convert a different way (e.g., purchasing in-store or on a different device) Both of the options
d
In addition to posts from friends and paid-for advertisements, what other two types of content are found in a Facebook News Feed (though with much lower frequency)? mobile application download suggestions and financial advice news articles and event notices Live video and pre-recorded video posts from Liked pages and actions from friends
d
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 page's relevance score for searches using the word 'maternity'. What other benefit can result from this? Individual product pages that sell maternity products will automatically be optimized for relevant searches. Other category pages in the website will be more likely to show up for searches that use the word 'maternity'. The website will be better organized. The images are more likely to show up on image searches that use 'maternity'.
d
Of 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 pageview. What is the homepage's entrance rate? 50% 30% 20% 40%
d
On Twitter, Partner Audiences allow advertisers to target potential customers based on behaviors that occur outside Twitter. How does Twitter get this information? Twitter users voluntarily provide this information when they register with Twitter The Twitter app hacks this information from other apps on the user's phone Twitter partners with governments to access this information from census data Twitter has partnered with third party data providers to access this information
d
On which of the following dimensions are mobile users equal to desktop users? Importance of location Patience Length of internet usage sessions Effectiveness of video
d
Retail websites can most advisedly grow their email list by require an email sign-up before allowing customers to shop on the site putting an email sign-up pop-up advertisement on every page of the website automatically putting all customers on the broadcast email list allowing customers to sign up for the email list during the checkout procedure
d
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 manufactured links nofollow links manual links editorial links
d
Shares, likes, comments, and CTR are examples of: A. Conversion metrics B. Volume metrics C. None of these D. Engagement metrics
d
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) monetizing this information responding to all social media statements with a form letter making excuses for negative statements summarizing average sentiment about the company
d
The most reliable way to measure advertising effectiveness is to use Google's data-driven attribution tool use linear attribution stop advertising altogether conduct a carefully-controlled experiment
d
The three broad methods of display ad targeting on Google's display network are demographics, behavior, ad size people, demographics, ad style people, behavior, content audiences, demographics, content
d
To determine whether a new ad copy is better at attracting attention, an advertiser should conduct an A/B test and measure the impression volume the ROAS the conversion rate the click-through rate
d
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 A, because of legacy rankings (it was ranked higher in the past, and Google will continue to rank it higher regardless of current status). Website A, because it initially had a faster pace of link generation. They will be equally ranked, so Google will determine the higher-ranking site by random selection. Website B, because it has higher link freshness.
d
What led to a thriving ecosystem of influencers on Instagram? Influencers contribute a fixed percentage of their earnings to Instagram Instagram was programmed to allow influencers to avoid FTC compliance Instagram actively recruited influencers early on Paid advertisements came relatively late to Instagram
d
Which is NOT one of the three T's of negative publicity? Training Transparency Timeliness Take down
d
Which of following is a valid use of browser Bluetooth for a large retailer like Target or Walmart? Improving Wi-Fi signals in-store Automating checkout procedures Making audio broadcast announcements in the store Providing location-based information to shoppers
d
Which type of YouTube ad lasts exactly 6 seconds? Skippable video ads Overlay ads Long, non-skippable video ads Bumper ads
d
Why is the engagement of social media followers more important than the number of followers? Having a large number of unengaged followers suppresses earned media. Having a large number of unengaged followers decreases SEO rankings. Seeing a company's posts cannot positively affect customers unless they also click the Like button. Most social media platforms do not show company content to followers who are not highly engaged.
d
Why should email marketers remove from their email list any consumers who have not opened an email for several months? Only recipients who have made a purchase within the last month have any chance of ever purchasing again Large databases are difficult to manage, so a company should try to keep email lists as small as possible Including these recipients drives down email metrics and makes the email marketer look bad Including these recipients puts the company at risk of being blocked by spam filters
d
Which of the following is NOT a dynamic language? Perl PHP HTML Java
html
Banner ads, text ads, and video ads are examples of ________ A. Conversions B. Leads C. Paid referral traffic D. Unpaid referral traffic
paid referral traffic
