MGMT 445 Ronald Cheek Final SP21
A good goal for keyword density on a website should be: -1 to 3 percent. -less than 1 percent. -4 to 5 percent. -more than 5 percent
1 to 3 percent
________ is the term used for distributing items as widely as possible on the web and taking steps to ensure that they can be found by prospective customers. -Inbound marketing -Content marketing -Outbound marketing -Buying cycle
Content marketing
Mobile now comprises a greater share of global ad spending than TV does. -True -False
False
Mobile users spend the majority of their time on apps, not on the web. -True -False
False
Older Internet users rarely use search engines. -True -False
False
Once beacon technology is fully adopted, RFID tags will be obsolete. -True -False
False
Search engine optimization is a fairly straightforward activity that can be carried out by most webmasters. -True -False
False
Since mobile marketing campaigns are usually part of larger internet marketing campaigns, it is not necessary to develop specific plans for them. -True -False
False
Social platform advertising is too expensive for most small businesses. -True -False
False
The fact that most businesses use Facebook can be a valid reason to choose Facebook as an advertising platform -True -False
False
The most lucrative ranking for a paid search ad is always either the number one or the number two spot in the search results -True -False
False
The only way to generate sales leads online is to advertise. -True -False
False
The pace of adoption of innovative products seems to have been decreasing in recent years. -True -False
False
The term "native advertising" means the same thing on blogs as it does on social media sites such as Facebook. -True -False
False
When using a well-designed mobile site, users should often pinch the screen to expand or contract the content. -True -False
False
Which do managers see as MOST important? -Creating a relationship with people who might become leads at a later date -All of these are of equal importance. -Generating high quality leads -Generating a large quantity of leads
Generating high quality leads
The search engine responsible for the most searches is: -Ask Jeeves. -Google. -Bing. -Yahoo!
Jenna's thinking about getting a new gaming laptop, so she starts reading Amazon reviews to figure out the pros and cons of various brands. According to the micro moments perspective, what stage of the customer journey is Jenna in? -I want to do. -I want to go. -I want to know. -I want to buy.
I want to know
Which of the following elements should NOT be included in a mobile marketing campaign? -Long headlines that clearly explain what the viewer is about to open. -Clickable phone numbers and maps. -Bold colors and minimalistic visuals. -Data collection and analysis tools.
Long headlines that clearly explain what the viewer is about to open
Marietta opts into a Target app. When she enters a Target store, small Bluetooth devices scattered throughout the store send signals to her phone with personalized deals and information. This is an example of ______ technology. -beacon. -tag. -RFID. -alien.
beacon
CPM represents the cost per __________ impressions. -thousand -Multiple -hundred -Million
thousand
Types of search include: -voice search. -vertical search. -local search. -All of these are correct.
voice search
Testing landing pages: -takes extensive time and cost that is beyond the resources of most corporations. -can backfire if the QA team doesn't come up with the correct use cases. -can produce measurable improvements in the lead generation and management process. -rarely results in improvements in the lead generation and conversion process.
can produce measurable improvements in the lead generation and management process
Internet users frequently use search engines to: -find their way around the web. -compare prices on products. -get specific content they want. -avoid seeing commercials.
get specific content they want
The objective of keyword bidding is to: -limit the amount of money the firm spends on search marketing. -obtain the most profitable domain name. -always be ranked first. -get the best ranking for the lowest cost.
get the best ranking for the lowest cost
Online search marketing and advertising revenue is: -remaining flat. -increasing. -fluctuating wildly. -declining.
increasing
The primary motivation behind expanded text ads was to: -optimize the ads for mobile devices. -offer a cheaper advertising option for small businesses. -optimize the ads for laptops. -All of these are correct.
optimize the ads for mobile devices
Search engine results produced by a search engine's algorithm when indexing unpaid submissions is called: -local search. -paid search. -search engine optimization. -organic search.
organic search
A search engine determines rank on its results pages by: -open source algorithms. -a vote of its users. -counting the number of times the search terms appear on each page. -proprietary algorithms.
proprietary algorithms.
Mobile content is MOST effective when it: -is funny and interesting. -resolves customers' problems. -consists primarily of images rather than text. -All of these are correct.
resolves customers' problems
Which of the following is NOT a meta tag? -keywords -title -search -description
search
RFID tags keep track of where products are in the story. -True -False
True
SEO is lower in cost to implement than Paid Search. -True -False
True
Smartphones and tablets are the driving force behind the explosion of mobile apps. -True -False
True
The vast majority of both B2B product inquiries and regular online purchases begin with a search. -True -False
True
The vast majority of consumers in the United States are hesitant to use mobile payments. -True -False
True
Vertical search is less likely than traditional search to produce irrelevant results. -True -False
True
When designing mobile sites, it's a good idea to prepopulate forms and use autofill as much as possible. -True -False
True
Which of the following is a true statement about mobile payments? -Mobile payments have taken off in the U.S., but not elsewhere. -About half of U.S. mobile users take advantage of mobile payments. -United States consumers have been reticent to adopt mobile payments. -After a spurt of initial enthusiasm, adoption of mobile payments has slowed in recent years.
United States consumers have been reticent to adopt mobile payments
Vladimir is tasked with designing a mobile website for his company. Since the company already has a website, he uses responsive technology to transform the existing site into a mobile one. He then makes sure that all of the content on the mobile site is short and minimalistic to encourage faster loading times. Some parts of the site need to be zoomed out while others need to be zoomed in, and the site is designed so that users can pinch the screen to change between the two. Finally, several geolocation technologies are integrated into the mobile site. Which of the following BEST describes a strategic error in Vladimir's website design? -Vladimir shouldn't have incorporated location-specific information into the site. -Vladimir shouldn't have depended on the site's users to do any pinching. -Vladimir should have made the mobile site from scratch instead of converting a desktop site. -Vladimir shouldn't have sacrificed richer content for faster loading times.
Vladimir shouldn't have depended on the site's users to do any pinching
The EDGAR Online case history showed that: -sales-ready leads are not actually significantly better than non-sales-ready leads are -it is unlikely that the number of leads closed can be increased. -a lead scoring system can increase the number of leads correctly classified. -it is not possible to increase the number of leads generated.
a lead scoring system can increase the number of leads correctly classified
Directories and search engines do much the same thing in much the same way. -True -False
False
Google is the only Internet search engine. -True -False
False
Data suggests that consumers in developing countries have been slow to adopt mobile devices, including cell phones. -True -False
False
App designers should avoid using auto-detection of user location because consumers resent the invasion of privacy. -True -False
False
For which of the following businesses would a Click to Call ad make the most sense? -A restaurant. -A bowling alley. -An online shoe retailer. -A video game developer.
A restaurant
Companies that use paid social advertising can no longer use free social media platforms to engage with customers. -True -False
False
When is it a good idea to employ a paid search campaign to determine which keywords should be used to optimize the site? -Before developing an organic search campaign -After developing an organic search campaign -While developing an organic search campaign -All of the above
All of the above
Among the elements that can downgrade a page's rank on the search engines are: -flash pages. -links from sites with questionable or irrelevant content. -photographs. -All of these are correct.
All of these are correct
Which of the following can be part of a content marketing strategy? -Funny memes shared on Reddit -All of these are correct. -Television ads posted on YouTube -Customer comments posted on Facebook
All of these are correct
Which of the following factors affects the profitability of a paid search advertisement? -All of these are correct. -How many clicks it gets -What the cost per click is. -How much revenue the ad yields.
All of these are correct
Which of the following is an application of search engine marketing? -providing content -driving traffic to websites -lead generation -All of these are correct
All of these are correct
Why don't many organizations engage in lead optimization? -Optimizing the lead process is an issue that is easy to ignore. -Efforts to maximize one team's performance can hurt performance in other areas -All of these are correct. -Implementing an optimized process requires postponing ROI.
All of these are correct
What is the difference between a beacon and an RFID tag? -Beacons determine where people are; RFID tags determine where products are. -Beacons determine the location of products and people; RFID tags convey that information to marketers. -RFID tags determine the location of products and people; beacons convey that information to marketers. -Beacons determine where products are; RFID tags determine where people are.
Beacons determine where people are; RFID tags determine where products are
Why doesn't Instagram have an explicit native advertising option? -Because all native advertising on Instagram is automatically routed through Facebook. -Because research conducted by Instagram showed that native advertising wasn't profitable on that platform. -Because any ad on Instagram is inherently native due to the uniqueness of the platform -Because picture-based native advertising is unethical.
Because any ad on Instagram is inherently native due to the uniqueness of the platform
Why doesn't Snapchat offer conventional promoted posts? -All of these are correct. -Because posts on Snapchat are almost exclusively pictures. -Because it doesn't have enough users to make advertising cost-effective -Because posts on Snapchat disappear after 10 seconds.
Because posts on Snapchat disappear after 10 seconds
What mechanism does Google use to sell AdWords keywords? -Last-in-first-out (LIFO). -First-in-first-out (FIFO) -Bidding. -Lottery
Bidding
Customer personas are the same as customer profiles. -True -False
False
The process for placing a Facebook display ad involved: -All of these are correct. -Choosing a format then uploading text and images according to a basic format. -Choosing a format then using the Create Ad button to reveal the allowable format elements. -Choosing a format and waiting for Facebook to approve the choice.
Choosing a format then uploading text and images according to a basic format
Instagram dominates the paid social media market. -True -False
False
________ is the term used to describe the process of creating customer demand beginning with awareness and continuing through customer development. -Lead generation -Demand generation -Inbound marketing -Content marketing
Demand generation
Which of the following is a true statement about mobile use and the customer purchase journey? -Most customers who search for local products and services on their phones make a purchase 2-3 days later -Most smartphone users employ their phones exclusively for short-term goals. -Because people generally search for what they already know, most smartphone users don't discover new brands while searching on their phones. -Ease of finding useful information is more important to customers than brand familiarity is.
Ease of finding useful information is more important to customers than brand familiarity is
A company's Ad Rank in a given search depends entirely on what the company bid for the keyword used in the search. -True -False
False
A phrase match, which entails an exact sequence of words enclosed in quotes, is the most precise keyword search method available. -True -False
False
Mobile apps are primarily targeted to young adult males. -True -False
False
Instagram ad formats are essentially the same as Facebook's because: -Instagram is owned by Facebook. -Google ad formats don't work on Instagram. -All of these are correct. -Instagram uses a follow-the-leader strategy.
Instagram is owned by Facebook
Why is search marketing so important to advertisers? -It allows them to connect with consumers right when the consumers are interested in a purchase. -Advertisers know that if they don't appear on the front page of search results, their competitors will. -All of these are correct. -It is cheaper than any other form of advertising.
It allows them to connect with consumers right when the consumers are interested in a purchase
Which of the following is a true statement about the mobile landscape? -For most companies, mobile activities are not seen as central to the overall business or how it engages with customers. -About half of today's businesses have adopted a mobile-first mindset -It is becoming more difficult for a business to survive without making mobile activities a cornerstone of its interactions with potential customers. -A mobile-first mindset is central to how most firms operate today.
It is becoming more difficult for a business to survive without making mobile activities a cornerstone of its interactions with potential customers
What value does contextual advertising bring to marketers? -It allows display ads to appear in paid search while bypassing the AdWords auction process. -All of these are correct. -It refines how display ads are targeted based on the way the user runs the search. -It is cheaper than the other forms of paid search.
It refines how display ads are targeted based on the way the user runs the search
When converting a desktop site to a mobile site, which of the following is the MOST important objective? -Segment content via interstitials. -Don't lose content -Keep things simple. -Don't lose user interface elements.
Keep things simple
____ is the development of web pages in a manner that is friendly to search engine spiders. -SEP -PPC -SEO -SEM
SEO
Why is it unwise for search marketers to ignore mobile search? -Mobile search and desktop search are nearly identical, so expanding into mobile search when you have already mastered desktop search requires trivial effort for a lot of gain. -A foothold in the mobile search space offers leverage in the keyword bidding process. -All of these are correct. -Mobile search is outpacing desktop search.
Mobile search is outpacing desktop search
What is the primary driver of the growth of paid search? -Economic recession. -Mobile technology. -Successful self-promotion on the part of Google and Facebook. -Desktop technology.
Mobile technology
Which of the following is a true statement about paid placement on search engines? -In most search engines, bidding success determines ad placement. -Paid placement works best for websites with a detailed and accurate site map. -Paid placement is no longer offered by most major search engines. -Google is the only search engine to offer paid advertisements.
Paid placement is no longer offered by most major search engines
Which is part of a lead distribution process? -Discarding leads that are not sales ready -Continuing to contact leads that do not meet qualifying criteria -Passing on sales-ready leads to the sales force -All of these are correct.
Passing on sales-ready leads to the sales force
How does advertising typically evolve on social media platforms? -Platforms begin by monetizing whatever the content of their platform is. -Platforms try to resist the influence of advertising but eventually cave when the opportunity proves too lucrative. -Platforms offer some form of promoted content and stop there. -Platforms offer as many advertising formats as they can think of and then keep the ones that work.
Platforms begin by monetizing whatever the content of their platform is
Which of the following features is the primary reason so many businesses choose to advertise on Facebook? -Superior analytics. -Promoted posts. -Precise audience targeting options. -Excellent mobile UX.
Precise audience targeting options
Although Reddit has almost a quarter of a million users, advertisers have a hard time succeeding on that platform. Why? -Reddit's users are unusually hostile to advertising. -All of these are correct. -Reddit runs on legacy architecture that needs to be updated before it can support modern advertising tools. -Most of Reddit's users are college-educated males
Reddit's users are unusually hostile to advertising
Which of the following best describes the relationship between search and social media? -Because search marketing requires an understanding of complex math and algorithms while social media marketing doesn't, digital marketers typically start out in social media marketing and the most talented ones eventually graduate to search marketing. -Search marketers are very interested in social media simply because consumers are on social media. -Search marketing and social media marketing are distinct skill sets with little overlap. -The best-performing companies use natural search marketing and don't rely on social media as a crutch.
Search marketers are very interested in social media simply because consumers are on social media.
A fashion brand that appeals mainly to teenagers and Millennials would most likely succeed advertising on: -Google+. -LinkedIn. -Snapchat. -Reddit.
Snapchat
Which type of advertising comprises the greatest share of global ad spending? -Desktop. -Mobile. -Radio. -TV.
TV
Google's Ad Rank depends on: -All of these are correct. -The highest keyword bid, the Quality Score, and the Rank Brain score. -The CPC, the Quality Score, and the expected impact from extensions. -The bid for each keyword, the relevance of the ad, and use of extensions
The CPC, the Quality Score, and the expected impact from extensions
Which of the following is NOT a priority to users of retail apps? -The ability to get things done in just a few steps. -Price checking. -Three or more notifications per store visit. -The ability to earn loyalty points by using the apps.
Three or more notifications per store visit
What is the strategic purpose of a geo-fence? -To target mobile users within a virtual perimeter with localized advertising. -To send different ads to different countries. -To target mobile users of a certain demographic with products that are relevant to that demographic. -To convert the costs of advertising products into local currencies.
To target mobile users within a virtual perimeter with localized advertising
Advertisers who use AdWords only pay when someone clicks on the ad. -True -False
True
An ad group's Quality Score drops if the keywords are not logically related -True -False
True
Conversion of leads into sales is one of the basic marketing objectives. -True -False
True
Facebook offers ad formats by objective while Google offers a variety of image formats. -True -False
True
In the "I want to go step" of the micro moments perspective on the customer journey, the customer considers buying a product from a local store. -True -False
True
Links, content, tags, title, and URL are all part of the basics of SEO. -True -False
True
Many users who find a product via mobile search end up making the purchase on a desktop. -True -False
True
Natural and organic search results are synonymous terms. -True -False
True
Page rank refers to an algorithm to determine how important a page is on the web. -True -False
True
Pay-per-Click (PPC) and cost-per-click (CPC) advertising refer to the same thing. -True -False
True
Pay-per-click, PPC, advertising is sometimes referred to as Cost-per-Click, CPC advertising. -True -False
True
Location-based mobile marketing is: -banned in the United States. -available from any web hosting service. -accessible to small, local retailers. -All of these are correct.
accessible to small, local retailers
Which is NOT an organic search factor? -keyword density -website content -linking relationships -ad placement
ad placement
Each of the following is a factor that affects a company's Ad Rank EXCEPT the: -expected impact from ad extensions. -relevance of the ad and website links to the user who performed the search. -amount of the flat fee paid to Google for using the AdWords platform. -bid for each keyword.
amount of the flat fee paid to Google for using the AdWords platform
In the future, __________ might allow two friends to check out a selection of bowling balls even when the two friends are in different cities and neither one is near a store. -beacons -artificial intelligence -augmented reality -RFID tags
augmented reality
The most important influencer of organic search ranking is estimated to be: -web hosting. -link activity. -web page optimization. -keyword density.
link activity
