Digital Marketing Content: Chapter 15 Answers

Which of the following statements is true regarding paid social, paid search, and native advertising?

All three should not be used as often as possible, but instead very strategically

Which of the following is NOT an example of a social media advertisement?

An organic Instagram video

True or False: Content marketing and online advertising are essentially the same.

False

True or False: Google is the only platform to buy PPC search ads.

False

Which of the following is an advantage to organic SEO over SEM?

Only 2% of all searches end in clicks on paid results

Native advertising is written by the advertiser and placed on a news site for a cost. What kind of media is this considered?

Paid

Online advertising is considered ____ marketing.

Push

You are the VP of marketing and want to make the case for a social media ad campaign. Which of the following points will you include in your case?

Social media ads are affordable and can get our brand in front of thousands of people

Your VP of marketing comes to you with an SEM strategy. She wants ads to appear every time somebody searches for "shoes" and wants the ad to link to your product page where the visitors can make a purchase. Why would you ultimately turn down this proposal?

The keyword "shoes" is going to be competitive and extremely expensive per click

What would be a realistic goal for a native advertising campaign?

To increase brand awareness

Both paid social and paid search are quickly growing as advertising opportunities. What is a negative to running these ad campaigns?

Too many ads risk alienating customers

True or False: Brands should avoid native advertising on controversial topics.

True

In which of the following situations should you avoid social media ads?

You need to increase conversion rates

Where does online advertising fit into a content marketing strategy?

it does not fit into a content marketing strategy

You are the owner of a business which produces t-shirts, and sells them online. Which of the following online advertising goals should you aim for, assuming you do not have the ability to retarget?

more email subscribers