MKT 350 Midterm

The upper fold of a webpage should answer the questions, "What are you offering?" "Why should I pick you?" and -"What are your top sellers?" -"Where is the search bar?" -"Who is your top competitor?" -"What do you want me to do next?"

"What do you want me to do next?"

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? -$100 -$20 -$200 -$10

$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 -+running +shoes -[running shoes] -"running shoes"

+running shoes

Calculating average page visits

The total number of page views divided by the total number of visits during the same timeframe. Page Views / Visits = Average Page Views per Visit

What enables a website to recognize a computer as a return visitor (as opposed to a first-time visitor)? -the IP address -the computer configuration -the computer's physical location -a cookie

a cookie

The most reliable way to measure advertising effectiveness is to -conduct a carefully-controlled experiment -use Google's data-driven attribution tool -stop advertising altogether -use linear attribution

conduct a carefully-controlled experiment

A low conversion rate can be caused by all of the following EXCEPT -technical glitches -poor audience selection -overly responsive design -poor web design

overly responsive design

Good display ad copy does everything EXCEPT -pre-convert the consumer -invite action -communicate a value proposition -attract attention

pre-convert the consumer

Which of the following is NOT a match type for selecting search ad targets? -phrase match -exact match -broad match -precise match

precise match

Which of the following is NOT recommended to be shown in a search ad? -call to action -keywords -unique value proposition -reference to competitors

reference to competitors

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 -change its business name to include its more important keywords -begin advertising on Google's ad network

register and verify its business with Google's My Business

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 #112 -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 #9

The "upper fold" is -usually the same for mobile devices and desktop computers -the portion of a webpage that is visible without scrolling down -the area on a retail site that shows the top sellers -another name for the navigation menu at the top of a webpage

the portion of a webpage that is visible without scrolling down

Calculating CTR

-A ratio showing how often people who see your ad end up clicking it. Clickthrough rate (CTR) can be used to gauge how well your keywords and ads are performing. -the number of times a user clicks on an online ad divided by the number of impressions (clicks/impressiomns)*100 -60,367 impressions yielded 2,101 clicks for a CTR of 3.48%.

Characteristics of display networks

-A display network consists of a group of online publishers (typically media websites) that agree to a set of advertising standards dictated by the company managing the ad network. -The display network dictates ad sizes that can be displayed on publisher websites. -The display network coordinates which ads are displayed on which websites at which time. -The display network collects payment from advertisers and pays publishers their portion of the advertising revenue. -The display network reports the ad performance metrics to the advertisers.

Website domain names

-A domain name is your website name. A domain name is the address where Internet users can access your website. A domain name is used for finding and identifying computers on the Internet. Computers use IP addresses, which are a series of number. -A domain name can be any combination of letters and numbers, and it can be used in combination of the various domain name extensions, such as .com, .net and more.

Items appropriate for long copy landing pages

-A landing page is the first webpage that a visitor to a site sees or when they click on a ad. -main call-to action in the upper fold, common design theme. -Often, landing pages do not link back to the main website at all, so they do not have to follow the same structure or color scheme as the main website. -Single-Product Landing Pages-If a company advertises a specific product (in an ad or in an email), the landing page should be all about that same product. -Multi-product Landing Pages. If a company advertises a product category instead of one specific product (e.g., "Discounted running shoes" or "Best-selling men's watches"), anyone who clicks this ad should arrive at a landing page featuring multiple products from this product category. -Lead Generation Landing Pages. Most lead-generation sites want visitors to either call in or fill out an email form. Thus a landing page should show a phone number prominently in the upper fold, typically with a call to action, and it may also provide a contact form with an additional call to action. -Subscription Landing Pages. A media website makes more money as traffic increases, and one way to increase traffic is to sign visitors up for subscriptions.

Publisher's role & activities in display network

-A publisher wishing to join the ad network must create an account with the display ad network. -The website must fit the specifications dictated by the ad network, including correctly sized spaces set aside for advertisements. -Publishers tell the display ad network what types of content it publishes on its site. -Publishers are paid a percentage of the revenue the display ad network charges advertisers.

Advertiser's role & activities in display network

-Advertisers create and upload ads that meet the specifications of the display ad network. -Advertisers manage their ad budgets on the display ad platform provided by the display ad network. -Advertisers set parameters regarding the types of sites on which they would like to run their ads. -Advertisers receive reports on where their ads were displayed. -Advertisers earn traffic to their website from these displayed ads. 1.The advertiser makes money from the traffic to their website that comes from hundreds or thousands of different websites, but the advertiser only has to coordinate the ads with the one ad network. 2.The display ad network makes money by charging the advertiser to display the ads on the network. 3.The publisher gets paid a percentage of the revenue made each time the display network charges an advertiser, but the publisher also only has to coordinate with the ad network rather than hundreds of advertisers.

Google Panda updates

-After collecting data from users on their liking for thousands of webpages, it ran machine learning algorithms to generalize these characteristics. It then incorporated these scores into the algorithm and gave poor rankings to websites that had characteristics of unappealing websites. -Content freshness-steady addition of new content -Thin content:websites with little content receive a penalty. -Duplicate content: penalized content that was duplicated from somewhere else. Grammar:pages with lots of typos and grammatical errors.

HTML

-Hypertext Markup Language, a standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on World Wide Web pages. -"Hypertext" refers to links that connect web pages to one another, either within a single website or between websites.

Remarketing ads

-Remarketing or retargeting is the practice of displaying ads to web users who have already visited that site. -Following around the web 4C's 1.Content-what did they view on the site 2.Cookie duration-when where they last on your sit 3.Creative-which ad will be shown based off behavior 4.Context-what are they viewing now?

Types of segmentation

-Segmentation refers to any method of dividing customers (or in this case, site visitors) into groups that differ in a meaningful and actionable way. -Geography-Web traffic patterns may differ between regions. Identifying these differences could provide recommendations for profitable changes to the website. For example, if a site tends to get a lot of traffic from a foreign country, the company may be able to justify the creation of a foreign language version of the site or key pages. New versus returning sessions-a company may identify ways in which the site can better turn new users into repeat users. Browser-Some browsers may not display a site correctly, and segmenting user behavior by browser should give a company clues about these technical glitches so that its technical team can work to make the site compatible with all browsers. Screen size-A website will appear differently to users with different screen sizes, which may cause divergent behavior from various user segments. Device-With the increasing usage of mobile devices and tablet computers of varying sizes and processing capacities, websites have to cater to a wider variety of users than ever before. Segmenting by device type is important both for technical and behavioral reasons.

Analytics goals

-Select the best KPIs for a website of any variety. -Determine the most needed improvements for an eCommerce website based on an analysis of its conversion funnel. -Describe the strengths and weaknesses of the various attribution methods.

Long-tail keywords

-Specific terms that are less likely to be used in a search, but produce more specific results -Long tail keywords are multi-word phrases that are extended or more specific versions of a core fat head term. Earrings is a fat head term with higher search volume, whereas sterling silver earrings, gold earrings online, or what is the best way to clean earrings are all examples of long tail keyword terms.

Measures of user engagement

-The first type of goal is a destination goal, which instructs analytics that a goal has been met when a user reaches a specific page on a site. Both a retail site and a lead-generation site might set up a destination goal that would be activated whenever a user reached the Thank You page or Confirmation page after either placing an order or filling out a lead capture form. -a pages-per-session goal or a time-on-site goal. The pages-per-session goal would trigger whenever a user visited more than X pages (X to be specified by the website).

Cost per click (CPC)

-The maximum amount of money an advertiser is willing to pay for each click on their ad. -CPC is also called pay per click (PPC). Chapter 6 math

Meta description

-The meta description of a webpage is a short (160 characters) description of the webpage content. It is included in the content of the page, like the Title Tag, and it is not displayed to visitors. However, search engines show the meta description to searchers along with the webpage's title tag, so a well-written meta description can help increase traffic by generating a high click-through rate. -Webmasters should not copy and paste meta descriptions, because having unique meta descriptions on each page is a quality signal.

Characteristics of effective display ads

-Use text, images, and color schemes effectively -Experiment with different display ad types and content designs -Create your own custom images -Generate display ads based on your existing text ads

Google Analytics user ID method

-User id ties people together for one users on different devices -usually by pasting a small snippet of html code into the HEAD tag of the page. This code passes information to the analytics program every time the server receives a request for that page. 1.An internet user takes some action that results in a request for a page on a website. This page request could be caused by the user typing in the URL of the page directly, clicking on a link to the page from a search engine, clicking a link to the page from another webpage, clicking on an ad for the website, clicking on an email with a link to the webpage, etc. 2.When the user navigates to the webpage, the web server receives a request for the information on this page, which the server sends across the internet to the requesting computer. At the same time, the web server will also pass on some information about this server request to a data-collection center run by the analytics package. 3.The data-collection center will store data about this server request and all other server requests until a user requests this data through the analytics report center. 4.The analytics package will aggregate and organize this data in a variety of ways according to the user's requests.

F-pattern scanning

-Users first read in a horizontal movement, usually across the upper part of the content area. This initial element forms the F's top bar. -Next, users move down the page a bit and then read across in a second horizontal movement that typically covers a shorter area than the previous movement. This additional element forms the F's lower bar. -Finally, users scan the content's left side in a vertical movement. Sometimes this is a slow and systematic scan that appears as a solid stripe on an eyetracking heatmap. Other times users move faster, creating a spottier heatmap. This last element forms the F's stem.

Adrank

-Value based on a combo of the bid amount/Quality Score + expected impact from your ad extensions. This determines ad position. -A value that's used to determine your ad position (where ads are shown on a page relative to other ads) and whether your ads will show at all. -person who bids most and quality score

Finding leaks and plugging holes in conversion funnel

-Visitors to a retail site must typically go through at least three steps before completing a purchase. First, they must put a product in the shopping cart. Second, they must check out, which typically includes filling in credit card and shipping information. Third, they must confirm the order. A retail website should be constantly trying to increase its conversion rate, and the conversion funnel provides a useful way to divide the purchase procedure into steps so that a web team can analyze where in the process consumers are having difficulty or are abandoning the purchase procedure. -A/B testing can help plug holes

Web portals

-Web sites on the Internet that give their visitors personalized capabilities. -specially designed website that brings information from diverse sources, like emails, online forums and search engines, together in a uniform way.

call to action

-Words that urge the reader, listener, or viewer of a sales promotion message to take an immediate action, such as "Write Now," "Call Now," or (on Internet) "Click Here" -A call to action is a word, phrase, or sentence that tells your readers exactly what you want them to do next.

Cookies

-computer program, installed on hard drives, that provides identifying information -The purpose of the computer cookie is to help the website keep track of your visits and activity.

Content marketing

-creating media content that entices and engages potential customers and has a commercial benefit for the publisher. -content you write to promote your brand/strategy -must begin with good, appealing content. Second, a good source of ideas for content comes from keyword research done during SEO. The most important principle of content marketing is that the content itself must appeal to users. -Email can also be good channels, -Create content, distribute the content and convert the customer into a paying customer.

A single-purpose landing page -provides as much information to visitors as possible -is the same as a single-product landing page -directs visitors to one (and usually only one) possible action -is the least effective of the landing page types

-directs visitors to one (and usually only one) possible action

Endogeneity

-endogeneity problems arise because the marketing managers for this retailer were strategic in directing their advertising to the customers who were most influenced by the advertising. -The term endogeneity refers to the fact that advertising levels were not set randomly but were set strategically to maximize sales, the dependent variable. A third variable, audience size, is causing an exaggerated relationship between advertising and sales.

Conversion rate

-measures the frequency that someone who clicks on an ad makes a purchase, "likes" a site, or takes some other action desired by the advertiser -How to optimize conversion rate- discounts, promotions, new products, specials, people need to find what they want quick.

Calculating conversion rate

-measures the frequency that someone who clicks on an ad makes a purchase, "likes" a site, or takes some other action desired by the advertiser -the number of conversions divided by the total number of visitors. For example, if an ecommerce site receives 200 visitors in a month and has 50 sales, the conversion rate would be 50 divided by 200, or 25%. ((buyers/visitors)*100

Types of attribution

-the action of regarding something as being caused by a person or thing. -last-click attribution would give full credit to the search ad. -First-click attribution would give full credit to the banner ad. -Linear attribution would give 1/3 credit to each click -Time-decay attribution would give some credit to all three, but more credit would go to the most recent clicks (the search click would get the most credit, followed by the email click, followed by the banner ad click).

Popularity metrics

-the search engines themselves provide some general guidelines as to how popularity is measured -comes from correlational data. By comparing the rankings of millions of websites with their attributes, one can find which website attributes are most correlated with ranking success. -career SEO's 1.Total number of backlinks. All else being equal, the more people who like you, the more popular you are. In the same vein, the more webpages that cite a webpage, the more popular the search engines consider that page to be. 2.Backlinks from related/relevant websites. Not all endorsements have the same value. Expertise matters. If a page has a number of backlinks from pages with a similar topic, these backlinks matter more because they are considered expert endorsements. 3.Anchor text. Anchor text has decreased in importance over time, but it still matters. Many backlinks use anchor text that indicates the topic of the link. For example, "Here's a great site on fly-fishing." If the anchor text of the backlinks to a page uses relevant keywords, the value of these endorsements increases. One important caveat, however, is that with the Penguin update, Google penalizes websites with unnatural backlink profiles, such as anchor text that is perfect on an overly high proportion of backlinks. 4.Link neighborhood. Spam websites typically have lots of backlinks going to and from other spam websites. By linking only to reputable websites and receiving backlinks from reputable domains, a website can avoid being classified as spam. 5.Link freshness. A high-quality website will continue to receive new backlinks. If a page stops generating new backlinks, the search engine assumes the page's content is no longer relevant or valuable to people. 6.Link diversity. Search engines want to see evidence that a page's backlinks are the result of various webmasters independently endorsing the page, in which case, a page's backlinks are likely to come from a variety of different domains with different IP addresses. Thus, link diversity enhances the page's popularity. One metric that correlates highly with good search engine rankings is the number of unique linking root domains (number of unique websites that link to a site). 7.Social sharing. Search engines recognize that if people are posting links to a website on their social network profile, it has worthwhile content and deserves to rank well for relevant searches.

Black-hat SEO

-using search engine optimization techniques that take advantage of Google's search algorithms but violate Google's guidelines -website formatting practices designed to manipulate the search engine into giving a website good rankings without the site actually providing good value to searchers) will typically be punished with poor rankings or will be completely removed from SERPs. -gaming the system

Conversion goals for mobile users

-websites should be designed primarily for mobile devices and adapted to larger screens rather than the other way around. -that mobile traffic has overtaken desktop traffic in volume, therefore a mobile-optimized site is arguably more important that a desktop-optimized site. -Better optimization, lower bids on mobile devices, mobile searches can lead to conversion on desktop or store purchases.

Google Display Ad Planner

-what advertisers in the Google ad network use to find appropriate placement for their ads -tool you can use to plan your Display Network ad campaigns. You'll generate new ideas for ad groups and see real-time forecasts and projected inventory data based on your bids and budgets. -Segment, Target, Position -Takes all info and puts it together

Reasons to A/B test

-you take an existing webpage (the 'A' version of the page) and you make a change to some element of the page that you believe could improve conversion. The new page with this change would be the 'B' version. -web teams can learn over time which webpage designs and layouts yield the highest conversion rate. Increasing the conversion rate is the most surefire way to increase the profitability of a website

During a one-week period, a website had 3,000 total page views from 500 sessions. What is the site's average page depth? -(3,000 + 500)/3000 = 1.17 -(3,000 + 500)/500 = 7 -500/3,000 = .17 -3,000/500 = 6

3,000/500 = 6

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? -20% -30% -50% -40%

40%

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? -8%; 25% -8%; 20% -20%; 25% -20%; 80%

8%; 25%

Unique value proposition

A clear statement that describes the benefit of your offer, how you solve your customer's needs and what distinguishes you from the competition. -communicate something to the searcher to indicate that what the site has is superior to the other sites. The website's unique value proposition (UVP) is the single thing that sets the site apart from the competition.

Quality score

A measurement of ad performance (CTR) and ad relevance, and landing page experience. Ads that are seen as relevant and that consumers respond to have higher quality scores. The firm uses quality score multiplied by the maximum CPC to determine an ad's display ranking. -Based on Expected CTR, relevance to ad and landing page(higher=better), and landing page experience (bounce back=bad)

Ways to place an online display ad (keywords, interest, topics, placement)

A/B testing

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 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 -Advertiser B because CPC bidding is preferred by the ad network -Advertiser A because CPM bidding is preferred by the ad network

Advertiser B because his/her bids are expected to earn the ad network more money

The benefit of keyword mapping is -to organize SEO efforts across the many search phrases the website is targeting -to prevent keyword cannibalization in a website's SEO efforts -to make sure the most appropriate webpage shows up on the SERP for every search phrase -All of these options

All of these options

Calculating CPA

An acquisition is typically considered a completed sale for a retail site, or a lead generated for a lead generation site. CPA determines how much it costs, on average, to reach a site's acquisition goal. It is the total amount of money spent on advertising divided by the total number of sales completed (or leads generated). If an advertiser spends $100 and gets 10 sales, its CPA is $10.

The AIDA model states that the process of creating a customer follows these four steps: -Aspiration → Innovation → Desire → Activation -Awareness → Intensity → Demonstration → Anticipation -Awareness → Interest → Desire → Action -Anticipation → Interest → Determination → Activity

Awareness → Interest → Desire → Action

Why is a high bounce back rate a negative signal of a webpage's quality? -Because search engine rankings are determined by websites' conversion rate, and a high bounce rate means a low conversion rate -Because this behavior indicates that the searcher did not like what they saw or find what they were looking for -Because the search engine must load the SERP again, and this wastes the server's bandwidth. -Because this behavior is an indicator that the website might be engaging in click fraud.

Because this behavior indicates that the searcher did not like what they saw or find what they were looking for

The primary conversion for a lead generation site is -a form fill on the website -Both a phone call and a form fill -a referral to a friend -a phone call from a website visitor

Both a phone call and a form fill

Content marketing includes: A. Both of these B. Social networks C. Email D. None of these

Both of these

Determining CPC based on bid amounts

CPC bidding for display ads works in the same way as CPC bidding for search ads. The advertiser only pays when the displayed ad is clicked, which means the advertiser pays only when the ad brings a visitor to the website. So if an advertiser pays $0.50 CPC, and an ad yields 50 clicks, the advertiser would owe $25 regardless whether the ad was shown 1,000 times or 100,000 times.

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 -number of clicks during the visit -conversion rate -time on site

Conversion rate

CPC advertising model

Cost-per-click advertising (also called CPC advertising, pay-per-click advertising or PPC advertising) is an Internet advertising model where you pay for individual clicks on your ad. -calculated by dividing the advertising cost by the number of clicks generated by an advertisement. The basic formula is: Cost-per-click ($) = Advertising cost ($) / Ads clicked (#) There are two primary models for determining pay-per-click: flat-rate and bid-based.

Which of the following is NOT an aspect of successful websites? -Maximize revenue -Drive conversions -Generate traffic -Create captivating design

Create captivating design

A retail website that wants to track its conversion rate should set up what type of goal? -Duration -Destination -Purchase -Pages/screens per session

Destination

Examining the effect of education on success and realizing that intelligence also effects success is an example of __________ A. Purchase-viewing bias B. Endogeneity C. Heterogeneity D. None of these

Endogeneity

When it comes to users scanning information on a webpage, the pattern often follow the letter ____ A. J B. L C. F D. I

F

What is the anchor text of this link: <a href="http://jane.com">Fashion deals</a> -</a> -Fashion deals -<a href> -"http://jane.com"

Fashion deals

Number of visitors vs. unique visitors

First there is the concept of a Visit. This is essentially a browsing session. Visits last until there is 30 minutes of inactivity, or at midnight. (A new visit also occurs if the user visits the site via a different "campaign" but I'll assume you're not using those.) Each visit consists of a number of page views. So if a user starts at the home page, goes to the About page then leaves the site, that is 2 page views in one visit. If they come back a few hours later and do the same thing, it then counts as 2 visits but 1 unique visitor, and a total of 4 page views. This is explained in more detail here. In summary: Page Views = total number of pages viewed by all people. Visitors = total number of browsing sessions by all people. Unique Visitors = total number of people who visited.

Millions of transactions enable Amazon to make ____________________ A. good product recommendations B. new customers C. billions of dollars D. happy customers

Good product recommendations

Which of the following is NOT a dynamic language? -Perl -HTML -PHP -Java

HTML

Long-copy landing pages work well for items that are: A. bought routinely B. not as competitive C. low-priced D. high-priced

High-priced

In what way is the Final URL the most important part of a search ad? -As the longest part of the search ad, it takes up the most space -If the final URL is wrong, searchers cannot reach the website properly -Quality score is calculated based exclusively on the final URL -The final URL is bolded for users, so it most readily entices a click

If the final URL is wrong, searchers cannot reach the website properly

When a shopper puts an item in their online shopping cart, Amazon recommends add-on products to -increase the conversion rate -increase engagement -increase traffic -increase revenue

Increase revenue

The Mobile First design philosophy advocates for designing the mobile first because -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 -mobile web design is more visually appealing than desktop designs -mobile traffic has more volume than desktop traffic

It is easier to adapt for display on a desktop computer AND mobile traffic has more volume than desktop traffic

Conversion metrics and KPIs for different types of websites

Key Performance Indicators Metrics -retail website is to sell products, so its KPIs should all reflect how successfully the website is attaining this goal. -A lead-generation website cannot complete a purchase transaction, but it is still looking for conversions. -Media sites make money through advertising on the site. Therefore, a media site is primarily concerned with generating traffic and keeping visitors engaged. -Like media sites, social media sites typically make money from advertising and thus care primarily about user engagement. But the metrics that best indicate the level of users' engagement are different for social media sites. -Like media sites, social media sites typically make money from advertising and thus care primarily about user engagement. But the metrics that best indicate the level of users' engagement are different for social media sites.

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 -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. -Many links from the same website are a signal of black-hat SEO -Links from 10 websites are more likely to generate social sharing

Links from 10 websites mean a higher link diversity than links from one website

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 -manufactured links -editorial links -nofollow links

Manual links

The part of a web page listing on a SERP that includes a short description of the page for readers to review before the click is called _____ A. None of these B. Meta description C. Title D. URL

Meta description

Types of ads in display network

Mobile display ads Banner ads Retargeting Text ads video ads skyscraper ads image ads

Googles update regarding paid vs. organic spots means there may be no ______ listings above the fold (esp. on mobile). A. paid B. organic C. both of these D. neither of these

Organic

Which of the following is NOT used when calculating an ad's Quality Score? -Expected CTR -Organic search ranking -Landing page experience -Ad relevance

Organic search ranking

Before search engine algorithms, web pages were listed and found through _______ A. Family B. Portals C. Friends D. YellowPages

Portals

Calculating ROAS

Return on Advertising Spending -divide the revenue that is produced by advertising by the dollar amount that is spent on that particular advertising to arrive at your ROAS. -Total revenue/total ad spent*100 -If it made $30,000 in profit selling cars, and it spent $10,000 on ads, the ROAS would be 300%.

Which of the following is NOT an example of direct traffic? -Someone clicks on a bookmark from his/her browser -Someone clicks on a link from an email -Someone types the name of a website into a search bar and clicks the first link on the search engine results page -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

SEO

Techniques used to increase a web page's search engine rankings. -search engine optimization (SEO) is to be a result of many different search queries—and even better, to be the top result on many different searches. The most reliable way to accomplish this goal is to help the search engine accomplish its own goal. That is, to be a top search result, a website should be a good search result—provide high-quality content so the searcher will be happy he or she clicked on that website.

Google Pigeon updates

The Pigeon update was Google's first major overhaul of its local rankings. It did two major things. First, it improved estimation of the searcher's location so results could be more accurately tailored to the searcher's location. Proximity to the searcher remains one of the most important determinants of local search rankings. Second, it incorporated more quality signals (reviews, links, website formatting) in the local search results. -Reward for natural backlinks -optimized local search results -Gages location of searcher for better results -add quality signals to rank order of results

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? -Some of those targeting methods cannot be combined on Google's ad network -Demographics like gender and age cannot be used to target ads -The audience will be so small that the ads are not likely to generate a large volume -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

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 images are more likely to show up on image searches that use 'maternity'. -The website will be better organized.

The images are more likely to show up on image searches that use 'maternity'.

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 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. -The link will show up as an 'unsecured' link. -The link will not pass link authority to jane.com.

The link will not pass link authority to jane.com.

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 damage homepage rankings -They will improve homepage rankings on searches for red widgets but damage rankings on searches for yellow widgets -They will have no effect on homepage rankings

They will improve homepage rankings

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 -Only computers with the correct IP address can receive information packets sent across the internet -Transport layer security encrypts sensitive information -The internet has developed an ethos of honesty and integrity

Transport layer security encrypts sensitive information

Places of a webpage to focus on for SEO

URL, Title Tag, Header tags, main content, alt text, anchor text,

URL is an acronym for_______ -Uniform Resource Locator -Unified Research Link -Unattached Requisition License -Utility Return Limit

Uniform Resource Locator

Which of the following is NOT a principle of Steve Krug's design for usability paradigm? -Break pages up into clearly defined areas -Format content to support scanning -Create effective visual hierarchies -Use complementary colors

Use complementary colors

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. -Website A, because it initially had a faster pace of link generation. -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). -They will be equally ranked, so Google will determine the higher-ranking site by random selection.

Website B, because it has higher link freshness.

Types of traffic

Websites can earn three types of traffic: (1) direct traffic-comes either from offline advertising activities (someone sees a billboard or television commercial featuring the website's URL and later visits the site directly) or from habit (a sports enthusiast goes to espn.com for his daily sports news fix). Direct traffic does not necessarily mean the visitor typed the URL directly into the address bar. (2) referral traffic (e.g., an internet user clicks on a link to the site from another site) can be further divided into two sub-categories: paid and unpaid. Paid referral traffic comes from banner ads, text ads, rich media ads, or video ads that a website has paid to display on other websites (3) search traffic (an internet user clicks on a link to the site from a search engine results page—though this can technically be considered referral traffic, search traffic and referral traffic differ from one another in many ways and so are considered separately). categorized as unpaid and paid. Unpaid search traffic is any traffic that comes to a site from clicks on the organic search results on the search engine results page, or SERP, whereas paid search traffic comes from ads on the SERP that accompany the organic results.

NSAMCWADLP means that whenever you create an online marketing campaign, you should also create -a new email broadcast to inform customers of the marketing campaign -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 dedicated landing page designed specifically for that campaign "Never start a marketing campaign without a dedicated landing page."

An editorial link is -a link created in a quid pro quo agreement with another website owner -a link created by a newspaper editor -a link created voluntarily by another website owner because he/she values the website's content -a link created by submitting one's own site to a directory or local business archive

a link created voluntarily by another website owner because he/she values the website's content

Page Rank

a mathematical algorithm named after Google co-founder Larry Page to indicate how important a page is on the web; used as a metric when evaluating websites. 1. Relevance 2.Popularity PageRank works by counting the number and quality of links to a page to determine a rough estimate of how important the website is. The underlying assumption is that more important websites are likely to receive more links from other websites

A banner ad for Netflix should lead people to what kind of landing page? -a lead generation landing page -a subscription landing page -a single-product landing page -a multi-product landing page

a subscription landing page

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 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? -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

add the word "cheap" to its negative keyword list

When a consumer clicks on a display ad, the landing page should match the ad's -all of these options -value proposition -imagery -color scheme

all of these options

The three broad methods of display ad targeting on Google's display network are -demographics, behavior, ad size -people, behavior, content -audiences, demographics, content -people, demographics, ad style

audiences, demographics, content

Organic search results are typically displayed -on page 2 -below the paid ads -interspersed with paid ads -at the top of the SERP

below the paid ads

Dividing clicks by impressions gives you the _____ A. Conversion rate B. Cost per acquisition C. Return on advertising spent D. Click-through rate

click-through rate

Content marketing differs from advertising in that -content marketing cannot contain calls to action -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 is meant to entice readership/viewership on its own merits

Return on Advertising Spend (ROAS) cannot be calculated within an AdWords account unless -the advertiser has a six month history of AdWords advertising -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

conversion tracking is set up properly in analytics (or Tag Manager) and connected to the AdWords account

Bidding methods in display network

cost per click-The advertiser only pays when the displayed ad is clicked, which means the advertiser pays only when the ad brings a visitor to the website. So if an advertiser pays $0.50 CPC, and an ad yields 50 clicks, the advertiser would owe $25 regardless whether the ad was shown 1,000 times or 100,000 times. Cost per million-If a magazine charges $20 CPM for a full-page advertisement and it has a circulation of 250,000, an advertiser would have to pay $5000 for a full page ad in the magazine ($20 times 250). Cost per acquisition- enables advertisers to pay only when their advertisements result in successful conversions. If a website sells flags, and the advertiser bids $10 CPA, she would owe $10 every time an ad led to a flag purchase on her website. So if her ads led to 10 purchases, she would owe $100 regardless of whether those ads brought 100 or 1,000 visitors to her website.

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 accounts -create multiple ad groups, each with a different ad -create multiple ads in an ad group

create multiple ads in an ad group

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 -nofollow links -manufactured links -manual links -editorial links

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 remarking should -show remarketing ads only to consumers who have visited the -advertiser's website within the last 24 hours -periodically turn off remarketing campaigns -rethink their use of remarketing -employ frequency caps

employ frequency caps

Advertisers on a display network can pay through each of the following methods EXCEPT -CPA (cost per acquisition) -CPM (cost per mille) -CPC (cost per click) -flat fee

flat fee

An analytics package records all of the following information from visitors EXCEPT -hard disk space of the computer -the timing of the visit/click -location of the visitor -browser being used

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.maternity.com/ -https://jane.com/category5 -https://maternity.jane.com/ -https://jane.com/maternity

https://jane.com/maternity

Unpaid referral traffic is traffic that comes from -links from other websites that are paid under the table -bots and web crawlers -links from other websites that are not paid for -banner ads

links from other websites that are not paid for

"Long tail keywords" are -search terms that produce a low conversion rate -search terms with lower volume than "fat head keywords" -search terms for niche product categories -search terms done on mobile devices

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 -branded keywords are especially expensive on search engines -search advertisements generated almost no clicks -eBay's analytics showed that the ROAS was low -searchers clicked the organic listing when the advertised listing was not available

searchers clicked the organic listing when the advertised listing was not available

Average visit duration

sum of time on page for every pageview in the visit (doesn't include 30 minutes of inactivity if applicable) -Avg. Visit Duration shows you the average amount of time visitors spend on a website within a session. -similarWeb calculates Avg. Visit Duration based on the time elapsed between the first and last pageview per visit (visits are closed after 30 minutes of inactivity).

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 keyword level -the ad level -the campaign level

the campaign level

To determine whether a new ad copy is better at attracting attention, an advertiser should conduct an A/B test and measure -the click-through rate -the impression volume -the ROAS -the conversion rate

the click-through rate

A major advantage of creating content specifically with the goal of ranking well for a popular search phrase is that -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 -the content will have built-in distribution

the content will have built-in distribution

For a search engine, "relevance" refers to -whether a website has been visited by the searcher before -the extent to which a webpage's content matches the searcher's query -the traffic level of the website -how many pages on the website link to one another

the extent to which a webpage's content matches the searcher's query

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 page view. Which is higher: the site bounce rate or the homepage's bounce rate? -the homepage's bounce rate -the site bounce rate

the homepage's bounce rate

Even a highly relevant keyword may not be worth pursuing in your SEO if -the keyword is synonymous with other terms -the keyword is often misspelled -the keyword has no traffic -the keyword is too long

the keyword has no traffic

"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

the sheer volume of data overwhelms a manager and causes inaction

Dynamic remarketing ads -are the best starting place for a digital marketer -use different ad content across targets -use dynamic animation -are universally more effective than other remarketing ads

use different ad content across targets

In web design, what is more important than website's visual appeal is -whether the website uses HTML5 -How many pages it has -how new the website is -whether it generates a high conversion rate

whether it generates a high conversion rate

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

yes