MKTG 3690 Web Analytics Exam #1

Enabling auto-tagging does what?

Adds Google Ads tags to campaign URLs

How does Google Ads generate responsive search ads?

Google Ads mixes and matches headlines and description lines that have been provided.

What does Google Analytics call a URL that passes data parameters for reporting?

A hit

What is keyword research?

The act of identifying popular words and phrases people enter into search engines that are related to your business/products/services.

Imagine you are setting up a few Search campaigns and have several marketing goals in mind. Match the campaign goal to the appropriate marketing goal. (drag and drop each item into the correct box) - Get more customers to learn about your products Web traffic - Gather contact details through a signup page Leads - Encourage customers to complete a purchase Possible Answers: Web Traffic, Leads, Sales

Web Traffic Leads Sales

How can Google Ads help you advance your business goals? - By building awareness of your brand - By influencing consideration of your products and services - By driving online, in-app, in-person, and over-the-phone sales - All of the above

- All of the above

What are the options for filtering data in Google Analytics? - Exclude data from a view - Include data in a view - Modify how data appears in your reports - All of the above

- All of the above

What are the four general segmentation types? (Select all that apply) - Behavioral Segmentation - Focused Segmentation - Geographic Segmentation - Psychographic Segmentation - Learner's Segmentation - Demographic Segmentation

- Behavioral Segmentation - Geographic Segmentation - Psychographic Segmentation - Demographic Segmentation

Which attributes describe a good landing page experience? (select all that apply) - Easy to navigate - High amount of user traffic - Transparency about your business - Relevant and original content

- Easy to navigate - Transparency about your business - Relevant and original content

Which are examples of Goals in Google Analytics? (select all answers that apply) - Completing a successful Google search - Making a purchase - Signing up for a newsletter - Submitting a contact information form

- Making a purchase - Signing up for a newsletter - Submitting a contact information form

Remarketing can show relevant ads on which Google properties? (select all that apply) - Google Sites - Mobile apps - Google Display Network - Google Search

- Mobile apps - Google Display Network - Google Search

Using tracking code, Google Analytics can report on data from which systems? (select all answers that apply) - Systems not connected to the Internet - Online point-of-sales systems - Mobile Applications - E-commerce platforms

- Online point-of-sales systems - Mobile Applications - E-commerce platforms

If your exact match keyword is [running shoes], which searches may prompt your ad to show? (select all that apply) - Running shoe - shoes best for running - running sneakers - shoes for running - Best running shoes

- Running shoe - running sneakers - shoes for running - Best running shoes

Custom segments may be created using which criteria? (select all answers that apply) - Session dates - Dimensions - Sequences of user actions - Metrics

- Session dates - Dimensions - Sequences of user actions - Metrics

Which two people might see an ad with the keyword +black +shirt (set as broad match modifier)? (select all that apply) - Someone searching for the term shirt brown - Someone searching for the term shirt - Someone searching for the term I want to buy a black shirt - Someone searching for the term black button shirt

- Someone searching for the term I want to buy a black shirt - Someone searching for the term black button shirt

Hiroko is a digital marketing manager for an online bicycle store that sells bikes and cycling gear. She wants to use as many ad extensions as possible. Which three ad extensions would you recommend for her? - Structured snippets - Callout extensions - Location extensions - Sitelink extensions

- Structured snippets - Callout extensions - Sitelink extensions

Which ad extensions can serve automatically? (select all that apply) - Structured snippets - Message extensions - Callout extensions - Sitelink extensions

- Structured snippets - Callout extensions - Sitelink extensions

Why do search ad extensions matter? - They increase ad quality and drive lower conversion costs. - They increase engagement and influence ad quality. - They guarantee higher engagement for advertisers. - The cost-per-click on ad extensions is lower than on a search ad headline.

- They increase ad quality and drive lower conversion costs. - The cost-per-click on ad extensions is lower than on a search ad headline.

The Analytics tracking code can collect which of the following? (select all answers that apply) - User's favorite website - Type of browser - Language the browser is set to - Device and operating system

- Type of browser - Language the browser is set to - Device and operating system

Which remarketing audiences can be defined in Google Analytics? (select all that apply) - Users who searched for a product on Google Search - Users who visited a specific page on a website - Users who speak a particular language - Users who played a video on a website

- Users who visited a specific page on a website - Users who speak a particular language - Users who played a video on a website

Which tags are standard Google Analytics campaign parameters? (select all answers that apply) - utm_source - utm_adgroup - utm_medium - utm_content

- utm_source - utm_medium - utm_content

Which are the three required parts of a text ad?

Headline, description, and URL

In a "last-click" attribution model, Google Analytics will attribute all of the conversion credit to which source(s)?

Last marketing activity

What is a "dimension" in Google Analytics?

An attribute of a data set that can be organized for better analysis.

What is the maximum duration a user can be included in a remarketing audience?

540 days

Up to how many characters can each description field have in a text ad?

90 characters

When does the Google Analytics tracking code send an event hit to Analytics?

Every time a user performs an action with event tracking

To pair metrics with dimensions, what should they have in common?

Same scope

How many ads should you be implementing per ad group?

Three to five

What does Google Analytics use to differentiate new and returning users? (select all answers that apply) - Artificial intelligence - A randomly-assigned unique identifier - A sequential unique identifier - A browser cookie

- A randomly-assigned unique identifier - A browser cookie

What report analyzes which webpages get the most traffic and highest engagement?

All Pages report

When defining a measurement plan, what is the order of steps?

Business objectives > key actions > KPIs

When a Custom Dimension is active, which data will it affect?

Data collected after the Custom Dimension was applied

Match each item with the correct answer. - The likelihood that the ad will be clicked - How relevant, transparent, and easy-to-navigate the page is for users - How closely the ad matches the intent behind a user's search Possible Answers: Expected clickthrough rate, Landing page experience, Ad relevance

Expected clickthrough rate Landing page experience Ad relevance

The Campaign URL Builder is required in order to add campaign parameters to URLs?

False

What is the key value proposition of Google Search campaigns?

Show your ads when a customer is searching for your product or service

What report would best help identify potential browser issues with website traffic?

The Browser & OS report

What are the three main factors that determine ad quality?

Expected clickthrough rate, landing page experience, and ad relevance

When will Google Analytics end a session by default?

When a user is inactive on your site for 30 minutes or more or closes a browser window

To collect data using Google Analytics, which steps must be completed? (select all answers that apply) - Add Analytics tracking code to each webpage - Create an Analytics account - Install Google Analytics desktop software - Download the Analytics app

- Add Analytics tracking code to each webpage - Create an Analytics account

Which ad extensions can serve automatically?

Sitelink, callout, and structured snippets

Match the marketing goal to the correct ad extension. - You're focused on driving phone calls to your business. - You're interested in directing people to specific pages on your website. - You operate many retail stores and want potential customers to see the distance from their location to your stores. - You want to describe the features of a specific product your business offers before customers click on the ad. Possible Answers: Location Extension, Sitelink Extension, Call Extension, Structured Snippets

Call Extension Sitelink Extension Location Extension Structured Snippets

What report shows data segmented by channel?

Channels

What report groups an audience based on acquisition date and compares behavior metrics over several weeks?

Cohort Analysis report

Which Google Analytics visualization compares report data to the website average?

Comparison view

Which part of a Search ad isn't automatically generated by Dynamic Search Ads?

Description line

What are macro-conversions in a measurement plan?

The main website actions users take that accomplish stated business goals

In which order does Google Analytics filter data?

The order in which the filters are applied