MKTG 465 quiz questions

An encryption method to prevent cavesdropping from third parties; its predecessor was called secure sockets layer (SSL)

Transport Layer Security (TLS)

http://amazon.com is a?

URL

15. Last-click attribution will likely exaggerate the value of traffic that comes from where? a. Social media b. Search engines c. Banner ads d. Offline advertising

b. Search engines

14. Why does having too much advertising space damage a website's search rankings? a. It diminishes the value of external links to the site. b. Search engines consider a site with lots of advertising space to be lower quality. c. Both a and b d. None of the above

b. Search engines consider a site with lots of advertising space to be lower quality.

2. Black-hat SEO is any practice that a. Is no longer used by web developers b. Search engines frown upon c. Works d. Improves search engine rankings

b. Search engines frown upon

9. Which advertiser is awarded the top ad position? a. The advertiser with the highest CTR b. The advertiser with the highest Ad Rank c. The highest bidder d. The advertiser with the highest Quality Score

b. The advertiser with the highest Ad Rank

10. Alt text is a. The text of a link b. The text that appears if an image does not download from the server c. Both a and b d. None of the above

b. The text that appears if an image does not download from the server

HTML and JavaScript are

Client-Side Programming Language

Amazon.com is also a

Domain Name

10. In general, advertisers are willing to pay more if a. Their ads are shown to older people b. They can more precisely target potential customers c. They can show their ad repeatedly to the same person d. Their ads are humorous

b. They can more precisely target potential customers

1. For two computers to communicate via the internet, they must first locate one another. How do computers locate one another on the internet? a. Through the URL b. Through the IP address c. Through cookies d. Through the server

b. Through the IP address

4. The 'Why?' portion of the Who? What? Why? design framework is the question, • a. Why should I buy your product or service? • b. Why should I believe you're good? • c. Why are you better than your competitors? • d. Why should I care about you?

b. Why should I believe you're good?

8. To track the number of video views on my site, I would set up a(n) _______________ goal. a. destination b. event c. pages-per-visit d. time-on-site

b. event

7. The recommended method for adapting content to all screen sizes is to • a. serve different content to different screen sizes. • b. use responsive web design. • c. create separate URLs for mobile devices. • d. use random assortment content coding.

b. use responsive web design

1. SEO stands for a. Site Experience Optimization b. Search Engine Obligation c. Site Enhancement Obligation d. Search Engine Optimization

d. Search Engine Optimization

a unique identifier that Amazon placed on Johns computer during one of his previous visits to amazon.com so Amazon could remember him

COOKIE

12. Ideally, a company should never add content to its site. a. True b. False

False

13. A reliable way to increase a website's rankings is to create multiple copies of the site at different URLs. a. True b. False

False

4. Web browsers process which of the following languages? a. HTML b. PHP c. Perl d. Java

HTML

A standardized set of procedures for locating computers connected to the internet and for transferring information from one computer to another

IP Address

A computer connected to the internet that fulfills information requests to the website

Server

Java, C++, Perl, and PHP are examples

Server-side programming language

software that stores shoppers' product requests

Shopping Cart

software that displays webpages-- Internet Explorer, Firefox, Chrome, Safari, Opera

Web Browsers

companies like GoDaddy or Dreamhost more cost effective

Web Hosting

10. Last week, the 3,000 visits to my site generated $600 in revenue selling product that cost me $300. What is the most I should spend on a PPC advertisement for my website? a. $.10 b. $.20 c. $.25 d. $1.00

a. $.10

3. What would be the HTML code to create a link to cnn.com using the anchor text, "My favorite news site"? a. <a href="http://cnn.com">My favorite news site</a> b. <a href="my favorite news site","http://cnn.com"></a> c. <a href="http://cnn.com">Cnn.com, My favorite news site</a> d. <a href="Cnn.com, My favorite news site /a">

a. <a href="http://cnn.com">My favorite news site</a>

4. A "hit" is another term for what? a. A pageview b. A site visit c. A purchase d. A video view

a. A pageview

8. A trust symbol is • a. Any symbol, icon, image, or small statement communicating to the user that the site is legitimate. • b. An icon provided by the site owner that must be on the shopping cart page. • c. A snippet of code that is added to the HTML of the landing page. • d. None of the above

a. Any symbol, icon, image, or small statement communicating to the user that the site is legitimate

5. PageRank could be easily manipulated by a. Creating spam websites linking to one another b. Creating a website with thousands of pages c. Placing thousands of links on the same page d. Hacking Yahoo.com

a. Creating spam websites linking to one another

6. How often does Google recalculate Quality Score? a. Each time an ad is considered for display for a particular keyword b. Every 100 times an ad is considered for display for a particular keyword c. Once per day d. Once per week

a. Each time an ad is considered for display for a particular keyword

13. Consider the following conversion funnel: Visits: 1000 Product in cart: 100 Proceed to checkout: 98 Entered shipping information: 93 Entered payment information: 87 Completed transaction: 85 Where should we focus our efforts to increase the conversion rate? a. Getting visitors to place an item in the cart b. Getting customers to proceed to checkout after placing an item in the cart c. Getting customers to enter shipping information after proceeding to checkout d. Getting customers to complete transaction after entering payment information

a. Getting visitors to place an item in the cart

3. Which of the following programming languages is a static, client-side language (as opposed to a dynamic, server-side language)? a. HTML b. PHP c. Perl d. Java

a. HTML

8. Which header tag is the largest? a. Header 1 (<h1>) b. Header 2 (<h2>) c. Header 5 (<h5>) d. Header 7 (<h7>)

a. Header 1 (<h1>)

1. How does analytics track the identity of a computer? a. It places a cookie on each computer that visits the site b. It requires all users to log in before browsing the site c. IP addresses from users' computers pass on personally identifiable information about the owner of the computer d. It looks up the identity of computer users from an NSA database

a. It places a cookie on each computer that visits the site

11. KPI stands for what? a. Key performance indicator b. Key practice initiator c. Key premium industry d. Key potential interest

a. Key performance indicator

12. Organizing campaigns can help with all of the following except: a. Landing page optimization b. Ad relevance c. Quality Scores d. Ensure that your ad shows for specific keywords

a. Landing page optimization

6. Which of the following is NOT a technical constraint of mobile devices compared to a desktop computer? • a. Mobile devices make scrolling more difficult. • b. It is more difficult to type on a mobile device. • c. Mobile devices typically load websites more slowly. • d. Fingertips are less precise than mouse icons for clicking on content.

a. Mobile devices make scrolling more difficult

3. Which of the following best describes Oli Gardner's principle of continuance? • a. Once the user has completed a target action, the user knows the action is done and is encouraged to take additional action. • b. Users should experience a uniform, continuous interaction with the website across all devices. • c. If a user stops somewhere in the middle of the conversion process, the user should be able to pick up where he or she left off rather than having to start the process over. • d. Once a conversion has been achieved, the user should receive the response within 24 hours.

a. Once the user has completed a target action, the user knows the action is done and is encouraged to take additional action.

14. If you bid on the keyword ipad mini tablet as a keyword using the [ ] brackets like this: [ipad mini tablet], your ad will show up a. Only when someone searches for ipad mini tablet b. When some searches for ipad mini tablet and ipad mini tablets on sale c. When someone searches for ipad mini and ipad mini white tablet d. None of the above

a. Only when someone searches for ipad mini tablet

8. A retail website's conversion rate is calculated as a. Purchases/Visits b. Visits/Advertisements c. Pageviews/Visitors d. Revenue/Pageviews

a. Purchases/Visits

1. Which of the following is NOT displayed in a PPC text ad? a. The destination URL b. Description Line 2 c. The display URL d. The title

a. The destination URL

9. Networking with other website owners can be beneficial to your website's rankings because a. Website owners are more likely to link to sites owned by people they know b. Google is developing methods of measuring popularity outside of the internet c. This can help you eventually sell your website d. Google keeps a list of website owners known to be in the "in" crowd

a. Website owners are more likely to link to sites owned by people they know

7. A retail site should track conversions by setting up a(n) ___________ goal in analytics. a. destination b. event c. pages-per-visit d. time-on-site

a. destination

7. If my website sells exercise equipment, then a link from ___________ is likely to be most valuable to me (if all of these sites have similar popularity). a. www.fitnessblog.com b. www.freerecipes.com c. www.frisbees4sale.com d. www.crossstitchfun.com

a. www.fitnessblog.com

15. Which of the following is the correct format for the Modified Broad Match keyword match type? a. -ipad mini b. +ipad +mini c. [ipad mini] d. "ipad mini"

b. +ipad +mini

9. My chosen keyword phrase for a page should make up __ to __ % of the page's content. a. 1, 1.5 b. 3, 5 c. 5, 10 d. 10, 20

b. 3, 5

6. The 3,000 visits to my site last week resulted in 12,000 hits. What was the average page depth last week? a. 3 b. 4 c. 3000 d. 4000

b. 4

10. The second-price auction model a. Determines how much the second-highest bidder will be charged b. Charges the highest bidder only a penny more than the bid of the second-highest bidder c. Is for keywords with low-priced CPCs because no other bids were placed for that keyword d. Is used for price changing that occurs every second

b. Charges the highest bidder only a penny more than the bid of the second-highest bidder

2. A reliable strategy for long-term off-site SEO success can be characterized as a. Using a limited amount of black-hat techniques mixed with mostly white-hat techniques b. Consistent efforts to generate inbound links from reputable sites c. An intense effort to generate buzz during website launch d. Strategic payments to related sites in return for links

b. Consistent efforts to generate inbound links from reputable sites

8. Which of the following is NOT considered when determining Quality Score? a. Expected CTR b. Conversion rate c. Landing page experience (bounce rate) d. Ad relevance

b. Conversion rate

6. Both paid search traffic and paid referral traffic are the result of a. Successful search engine optimization efforts b. Online advertisements c. Offline advertisements d. Bribes to webmasters

b. Online advertisements

4. Which of the following might be a paid link (advertisement) on our site? a. <a href="http://www.expedia.com/Hotels">Great Hotel Deals</a> b. <a href="http://www.expedia.com/Hotels">Great Hotel Deals c. <a rel="nofollow" href="http://www.expedia.com/Hotels">Great Hotel Deals</a> d. <a rel="nofollow" "http://www.expedia.com/Hotels">Great Hotel Deals</a>

c. <a rel="nofollow" href="http://www.expedia.com/Hotels">Great Hotel Deals</a>

11. A website can influence its click-through rate on the SERP through a. The title tag b. The meta description c. Both a and b d. None of the above

c. Both a and b

7. The title tag of a webpage appears a. At the top of the browser b. On the SERP (search engine results page) c. Both a and b d. None of the above

c. Both a and b

14. If we find through analytics that visitors from mobile devices have a 0% conversion rate whereas users on a full-size monitor have a 3% conversion rate, what should we do? a. Conclude that mobile users are just browsers and not purchasers b. Block mobile users from coming to the site c. Investigate whether our site is optimized for mobile users d. Focus our advertising efforts on mobile users to increase their conversion rate

c. Investigate whether our site is optimized for mobile users

2. What does a cookie do? a. It processes server requests. b. It converts the URL to a domain name. c. It identifies the requesting computer to the server. d. It constructs the HTML code that is sent to the requesting computer.

c. It identifies the requesting computer to the server

6. A page's ranking is determined by both its popularity and its relevance to the searched phrase. The page's popularity is measured based on a. Its link profile b. The link profile of its root domain c. Its link profile as well as the root domain's link profile d. Keyword usage

c. Its link profile as well as the root domain's link profile

9. Single product landing pages should include all of the following, except: • a. Product images • b. Call to Action • c. Links, images, and info about other products • d. Familiar color scheme and logo

c. Links, images, and info about other products

3. What does PLA stand for? a. Product Landing Advertisement b. Promotional Listing Association c. Product Listing Ad d. None of the above

c. Product Listing Ad

5. To calculate your ROAS, you must know which of the following? a. CTR and conversion rate b. Total ad spend and CTR c. Total ad spend and total revenue d. CTR and total revenue

c. Total ad spend and total revenue

2. Which of the following is NOT a principle of Steve Krug's design for usability paradigm? • a. Take advantage of conventions. • b. Make it obvious what's clickable. • c. Use a sans serif font. • d. Eliminate distractions

c. Use a sans serif font

3. What is the most detailed level of geographic information known to analytics? a. State b. City c. Zip code d. GPS coordinates

c. Zip code

7. Ad Rank takes into consideration: a. Bid amount b. Quality Score c. a and b d. None of the above

c. a and b

4. Which is the correct formula for calculating CTR? a. (Impressions/Clicks)*100=CTR b. Clicks/Cost=CTR c. Clicks/Conversions=CTR d. (Clicks/Impressions)*100=CTR

d. (Clicks/Impressions)*100=CTR

6. If I have a website that sells running shoes, I should map the keyword phrase "Asics Gel-Kayano 20" to a. The homepage b. A category page c. A subcategory page d. A product page

d. A product page

2. In a PPC text ad, it is a best practice to include which of the following? a. UVP b. Call-to-Action c. Keywords pertaining to the ad group d. All of the above

d. All of the above

3. Nowadays, search engines determine a website's quality based on a. External links to the site b. Search engine users' behavior toward the webpages from the SERP (search engine results page) c. Spelling and grammar on the site d. All of the above

d. All of the above

5. As compared to fat head keyword phrases, long tail keyword phrases typically a. Receive a lower volume of searches b. Are longer c. Are more plentiful (there are more of them) d. All of the above

d. All of the above

16. Linear attribution gives credit to what? a. All online and offline customer touchpoints b. Only banner ads seen by the customer c. Only unique customer touchpoints d. All prior customer touchpoints that can be tracked in analytics

d. All prior customer touchpoints that can be tracked in analytics

7. Unpaid search traffic comes when a user clicks on a. The top advertised listing b. A listing in the sidebar on the right of the SERP (search engine results page) c. A banner ad d. An organic search result

d. An organic search result

13. If a keyword has low search volume, you should do which of the following? a. Definitely do NOT advertise on this keyword b. Only choose it as a keyword if it has a low CPC c. Definitely DO advertise on this keyword d. Consider the CPC and relevance of the landing page to determine if that keyword should be chosen

d. Consider the CPC and relevance of the landing page to determine if that keyword should be chosen

4. A brand-new website should NOT choose target keyword phrases based on a. Relevance b. Traffic c. Competition d. Current ranking

d. Current ranking

1. A website's popularity is determined by a. An annual poll b. Its traffic c. Its Google ranking d. External inbound links

d. External inbound links

10. A manual link-building practice that was once considered standard but is now considered (by Google) to lean toward black-hat is a. Submitting your site to Google Places b. Creating a social media profile for your website c. Asking customers to link to your website d. Guest blogging

d. Guest blogging

2. What technical information about a visitor's computer is NOT known to analytics? a. Browser b. Screen size c. Operating system d. Memory

d. Memory

8. Getting 100 backlinks from 100 different websites is better for ranking purposes than getting 100 backlinks from 10 different websites because a. If the links come from 100 different websites, those links are more likely to generate social sharing b. The links from 100 different websites will generate more traffic, and traffic is the most important ranking determinant c. If we get too many links from the same website, the search engines automatically assume we are buying those links d. Search engines consider link diversity a sign of organic, independent endorsements of a website's content

d. Search engines consider link diversity a sign of organic, independent endorsements of a website's content

5. My analytics tells me that last week my site had 3,000 visits but only 2,500 visitors. What explains this discrepancy? a. The tracking code was not working on 500 visitors b. 500 visitors did not count because they did not enter the site from the homepage c. 500 visitors bounced after only one page view, so they did not count as a complete visit d. Some visitors made multiple visits

d. Some visitors made multiple visits

9. Which of the following is NOT a way that a media site might measure engagement? a. Pageviews b. Video views c. Time on site d. Traffic source

d. Traffic source

5. Direct traffic is defined as visitors who a. Come to the site directly from Google b. Bookmark a page within the site c. Use a mobile device to browse the site d. Type the URL directly into their browser's address bar

d. Type the URL directly into their browser's address bar

12. A media site with lots of written articles should probably use __________ as a KPI, whereas a media site with mostly video content should use ____________ as a KPI. a. conversion rate; visits b. visits; conversion rate c. average visit duration; average page depth d. average page depth; average visit duration

d. average page depth; average visit duration

5. To cater to the needs of different audiences, a website should • a. dedicate equal space on the homepage to each audience. • b. include multiple calls to action on each page. • c. appeal to new customers at the expense of existing customers. • d. provide content and/or navigation links wanted by as many groups as possible.

d. provide content and/or navigation links wanted by as many groups as possible

9. I have a blog and I want to track the engagement of my readers. My blog posts usually take at least 4 minutes to read, and I want to track the percentage of users who read an entire blog post. I should set up a(n) _____________ goal. a. destination b. event c. pages-per-visit d. time-on-site

d. time-on-site

1. The ultimate test of the quality of a website's design is • a. how easily users can find what they're looking far. • b. how entertaining and enticing the content is for users. • c. whether the website looks professional to users. • d. whether the website produces a high conversion rate.

d. whether the website produces a high conversion rate.

11. The Google Keyword Planner a. Is irrelevant because the CPC bidding system is too dynamic b. Is relevant, but one should not expect to pay the exact same CPC as the Planner suggests c. Provides data that helps one do keyword research d. a & c e. b & c f. None of the above

e. b & c