MKT 380 test 1

Keywords and ad copy

As discussed by John Gagnon, what are the two key building blocks for search marketing campaigns?

search box > search page > landing page > convert

As discussed by John Gagnon, what is the order of he 4 steps in the search flow?

7 principles of conversion-centered design according to Oli Gardner

Attention, Context, Clarity, Congruence, Credibility, Closing, Continuance

remarketing or retargeting

Buhle was looking at jewelry at jcrew.com. After leaving the website, she surfs the web for Florida vacation destinations for spring break. She notices each time she accesses a new website an ad for J crew appears. This is an example of:

Break-even CPC

Margin per sale or CPA (which is the sale price-cost)/ conversion rate

Organic Results, sponsored results

Name two elements on a search page as discussed by John Gagnon

2.31

Nomalanga submitted a bid of $2.75 for the keyword phrase "lift kit" for Skyjacker. Her bid was the highest. The second highest bid was $2.30 and the average bid was $1.98. The cost-per-click price Nomalanga will pay is

True

T or F: A major advantage of online display advertising is that effectiveness of ads can be measured

True

T or F: A/B Testing involves creating two versions of a display ad, showing both ads randomly across an ad network , then measuring the results of each version

False

T or F: An advertiser that bids the highest amount on a search keyword will always get the top spot on the serp

False

T or F: In general, it is wiser to focus on earning a high number of low quality links than low number of high quality links

False

T or F: In terms of search ads, advertisers are charged for impressions, not clicks

True

T or F: Manufactured links are a way for webpages to gain lots of backlinks very quickly. The problem with manufactured links is that they are typically low-quality links and can put the page in a bad link neighborhood

False

T or F: Rutendo accidentally clicked on a search ad that was not relevant to her search for camping supplies. Since she left the site immediately, the advertiser will not be charged for the click

False

T or F: Unpaid referral traffic comes from banner, text, or rich media ads that a website has paid to display on other websites

True

T or F: a telephone number, an address, and a link to Google maps are types of extensions that can be placed on search ads

True

T or F: an effectively written ad must not only attract attention and communicate a value proposition, it must also invite action

True

T or F: an impression occurs every time an ad appears on a SERP, even if the searcher didn't actually look at the ad

True

T or F: click-through-rates (CTRs) tend to improve when the keyword being searched is located in the search ad

True

T or F: consider a website that sells pianos and has mapped the keyword Pella pianos to a webpage. The four places the webmaster should make sure the keywords Pella Pianos appears are the URL, Title tag, and main content (3-5% keyword density)

True

T or F: remarketing will normally yield higher conversion rates and higher profitability than other forms of ad targeting

False

T or F: to increase the quality score and page ranking, an online retailer should use copy and product descriptions that are identical to that provided by the manufacturer on its website

False

T or F: with CPM bidding for display ads, advertisers pay each time an ad appears on a website

costs/click

The formula for calculating CPC is

1%

The number of clicks for a search text ad is 50 and the number of impressions is 5000. What is the CTR?

Attention ratio

The ratio of links on a landing page to the number of campaign conversion goals

unique value proposition

The single thing that sets a website apart from the competition in terms of what it can provide to customers is called a

use a similar color scheme, highlight the same value proposition, and use similar calls to action

To ensure consistency between a display ad and its landing page, both the ad and landing page should

Placement targeting

What kind of targeting should an advertiser use when she only wants to advertise on a few select websites?

there are more of them, so volume from the many long tail keywords can add up to more than the volume from the few fat head keywords

a long tail keyword typically has low search volume. The reason why a webmaster should not ignore long tail key words is that:

description lines

a search ad had four parts: title, display URL, destination URL, and

Conversion rate

conversions/clicks

CPC

cost/click

TRUE

for onsite optimization, you must focus only 1-3 keywords per page

Relevance and popularity of a website

google's organic rankings are based on what two factors?

Pick keywords > on-site optimization > off-site optimization

how to rank

Panda Update

penalized webpages with lots of space dedicated to advertising instead of content, penalized webpages with thin or duplicated content, valued outbound links

23 principles of attention-driven design

proximity, anomaly, dominance, consistency, continuation, direction

Cost per action (CPA)

sale price - cost

CPM

(cost/impressions) x 1000

scan the page from the top to bottom

According to Duane Forrester, how do searchers take in the information on a search engine results page?

so your website isn't penalized for your domain name being used as spam in the past

According to Duane Forrester, why is it important to have a "Clean" domain?

paid for; placement on serp;

Describe the difference between a sponsored result and an organic result

type a URL directly into their browser's address bar

Direct traffic is defined as visitors who:

bounce rate, short load times, grammar and spelling, fresh content, original content, CTR, ad space, quantity content

Four attributes of a website outside of its link profile that Google examines to help determine the quality of the website's content

relevance, traffic, competition, and current ranking

Four factors that determine which keywords would be most beneficial to work on

Display URL - URL that appears below your ad text when your ad is shown; arbitrary Destination URL - specific location within your site that you would like to take a user that has clicked on your ad

How do the display URLs differ from the Destination URLs

margin per sale x conversion rate

How much you are willing to pay per click

The CPC bidder because the 1% CTR would produce $5 over 1000 impressions

If an advertiser bids $4.75 CPM and another advertiser bids $0.50 CPC with a click rate of 1%, the display network would award the adspace to

CTR

clicks/impressions

Click thru rate (CTR)

clicks/impressions

Purchase funnel

discover > research > compare > purchase > post purchase

a unique proposition and call to action

effectively written search ads have (1) relevant keywords and (2)______ and (3)_____

traffic, conversion, revenue

to evaluate the success of a website, we should look at what three dimensions of performance?

any visitor that comes to the website from links that are not paid for

unpaid referral traffic comes from what?