digital marketing exam 2 questions

search engines have or will have adopted a strategy regarding integrating social media ____ into organic search results

"likes"

which of the following impacts the Ad Rank

- the quality score - impact from ad extensions - the bid cost for each ad - cost per click - ad rank threshold

the 80/20 rule of affiliate programs means that:

80 percent of affiliates are low volume, while 20 percent produce significant volume.

_____ of all online shoppers start with an online search first before they decide on a retailer

87%

internet advertising formats are defined by the :

IAB (internet advertising bureau)

which of the following is the set of techniques designed to make web pages rank highly on search engine result pages?

SEO

A way of describing different groups of customers by giving them a unique personality is known as:

a persona

a way of describing different groups of customer by giving them a unique personality is known as:

a persona

a type of ad that appears to push down the content of a webpage when the ad expands is known as:

a push down ad

what does the Pareto curve indicate regarding usability testing?

all of a site's usability problems can be identified by testing a small number of users

what mechanism does Google use to sell AdWords keywords?

bidding

website creators who want to prioritize mobile friendly design should take which approach

bottom up

in general ad "relevance" is determined by a combination of text-matching relevance, cookies, and which of the following?

click-through-rate

____ is a software that assists in the building and maintenance of your website, thus allowing people with little or no coding skills to add or edit website content

content management system (CMS)

CPM represents the cost per

cost per thousands

which of the following means how much is paid when someone clicks on your ad

cost-per-click

which of the following is a list of sites arranged by category?

directory

An insurance company airs a really funny commercial during the Super Bowl. Days later, people are still sharing the ad on Facebook, tweeting it, and talking about how awesome it was on blogs. This reaction is an example of:

earned media

Google is the only Internet search engine t or f

false

a company engages with its customers through a Facebook fan page, a corporate blog, and an official website. This is an example of paid media t or f

false

a phrase match, which entails an exact sequence of words enclosed in quotes is the most precise keyword search method available t or f

false

all internet marketing tools work equally well for acquiring new customers t or f

false

it is unethical to use social media to raise money for worthy causes t or f

false

which trends are akin to website design trends

fashion

the objective of keyword bidding is to

get the best ranking for the lowest cost

A complement and alternative to third-party cookies that applies to a hash algorithm to produce a unique identifier to a target user is known as a

hashed email

online search marketing and advertising revenue is:

increasing

full usability testing

indicates that the site has been uploaded to a server and is fully functioning

creating a brand community

is best when customers participate

among the reasons marketers like SMM are:

it can help generate exposure for the business

B2B marketers like SMM because:

it helps generate high quality sales leads

Organic search relies heavily on ____ and meta tags to serve the user the correct result to their search query

keyword

organic search relies heavily on ____ and meta tags to serve the user the correct result to their search query

keywords

what is the primary drive of the growth of paid search?

mobile technology

most mobile users' time is spent:

on apps

which of the following is online media created and controlled by the marketer?

owned media

snapchat is unable to offer conventional promoted posts because:

posts on snapchat disappear after 10 seconds

A ___ is a partially-functional web page that target customers can evaluate

prototype

marketers find that communicating with people on social networks:

requires communications that are responsive and trustworthy

what is one advantage of responsive web design over adaptive web design

responsive design requires less ongoing maintenance

an ad for a mobile game allows users to play a miniature version of the game within the ad. Which type of ad is this?

rich media

which of the following is NOT a meta tag?

search

a user enters a search term on Google. A relevant website shows up, and the user navigates there. This is an example of which type of customer acquisition channel?

search engine marketing

which of the following is an example of an earned media type?

shared or linked social media posts

a fashion brand that appeals mainly to teenagers and millennials would most likely succeed in advertising on:

snapchat

predictive models can be used to:

target unidentified users based on behaviors

CPM respresents the cost per:

thousands impressions

Advertisers who use Adwords only pay when someone clicks on the ad t or f

true

Most website visitors skim content instead of reading it word by word t or f

true

Pay-per-click (PPC) advertising is sometimes referred to as Cost-per-click (CPC) advertising t or g

true

The objective of keyword bidding is to get the best ranking for the lowest ad t or f

true

To be successful in influencer marketing it is important to recognize that the Federal Trade Commission (FTC) regulates the conditions for disclosure of relationships between marketers and influencers t or f

true

a majority of ads on mobile marketing are digital ads t or f

true

alt tags are useful in providing information in detail about images on the site t or f

true

although mobile advertising exhibits mounting dominance, traditional communication channels are still relevant t or f

true

programmatic advertising automates the buying and selling of ads t or f

true

rich media ads tend to be larger in size and contain more interactive elements t or f

true

search engines have assumed a key role in the activities of web users of all kinds t or f

true

existing social networks are:

used by both consumers and business people