STUKENT NEW MEDIA (DIGITAL) MARKETING CHAPTER QUIZZES

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an advertiser bids $10 CPM, achieves a 1% CTR and achieves a 5% conversion rate. What would an equivalent CPA bid for this advertiser be?

$20

what advantage does a social network have over a display network for paid advertising?

(All of these options) Social media networks typically have more intimate knowledge of their users' interests Ads on social media command more attention than banner ads on a display network Ads on social media provide a great number of engagement options

Posting on a company's social media profiles can improve company profit by

(All of these options) increasing loyalty of past and current customers improving SEO and thereby facilitating first-time customer purchases Facilitating purchases from first-time customers

Measuring the average sentiment expressed about a company on social media platforms may not be a good reflection of the company's performance because

(both of these options) Sentiment coding on social platforms is sometimes inaccurate Some industries generate a generally high level of negative posting regardless of their performance

an advertiser wants to show search ads to people searching for running shoes. She wants her ad to show only for searches who use "running" or a close variant but wants to allow for broader matching to "shoes". which keyword will accomplish this?

+running shoes

during a 1 week period, a website had 3,000 total pageviews from 500 sessions. what is the site's average page depth?

3,000/500 = 6

of 500 sessions that occurred on a website during a 1-week period, 200 of them started on the homepage; 100 of these 200 sessions saw only the homepage before leaving the site. of the 300 sessions that started on other pages, 100 of them consisted of only one pageview. what is the homepage's entrance rate?

40%

a lead generation website received 1000 visitors, gained 80 leads, and booked jobs with 20 of those leads. What is the conversion rate and what is the close rate?

8%; 25%

What enables a website to recognize a computer as a return visitor (as opposed to a first-time visitor)

A cookie

the benefit of keyword mapping is

ALL OF THE ABOVE 1- to make sure the most appropriate webpage shows up on the SERP for every search phrase 2- to organize SEO efforts across the many search phrases the website is targeting 3- to prevent keyword cannibalization in a websites SEO efforts

Two advertisers achieve the same 1% CTR on their ads. Advertiser A bids $10 CPM while Advertiser B bids $1.50 CPC. Which advertiser will be awarded Moree impressions from the ad network?

Advertiser B because his/her bids are expected to earn the ad network more money

When a consumer clicks on a display ad, the landing page should match the ad's -color scheme -imagery -all of these -value proposition

All of these options

The AIDA model states that the process of creating a customer follows these 4 steps:

Awareness --> Interest --> Desire --> Action

why is a high bounce back rate a negative signal of a webpage's quiality

Because this behavior indicates that the searcher did not like what they saw or find what they are looking for

The primary conversion for a lead generation site is

Both phone call and form fill

Which type of YouTube ad lasts exactly six seconds?

Bumper ads

Which of the following is NOT an aspect of successful websites? a) Creating captivating design b) Maximize revenue c) Generate traffic d) Drive conversions

Create captivating designs

Which of the following is NOT a dynamic language? a) Perl b) PHP c) Java d) HTML

HTML (is a static, client-sided language)

Why should email marketers remove from their email list any consumers who have not opened an email for several months?

Including these recipients puts the company at risk of being blocked by spam filters

When a shopper puts an item in their online shopping cart, Amazon recommends add-on products to

Increase revenue

The mobile first design philosophy advocates for designing the mobile first because

It is easier to adapt for display on. a desktop computer and mobile traffic hs more volume than desktop traffic

Which platform has an advertisement type that is most similar to email marketing?

LinkedIn

Unpaid referral traffic is traffic that comes from

Links from other websites that are not paid for

An advertiser on Pinterest who wants to drive as much traffic as possible to his/her website should use what type of ad?

One-tap pins

What led to a thriving ecosystem of influencers on Instagram?

Paid advertisements came relatively late on Instagram

Which of the following is NOT an example of direct traffic? a) someone clicks on a link from an email b) Someone types the name of a website into a search bar and clicks the first link on the search engine results page c) Someone clicks on aa bookmark from his/her browser d) Someone type in the URL of a website into the browser address bar

Someone types the name of a website into a search bar and clicks the first link on the search engine results page

The "upper fold" is

The. portion of webpage that is visible without scrolling down

How can credit card numbers and other sensitive information be transferred across the Internet without 3rd parties seeing it (and stealing it)?

Transport layer security encrypts sensitive information

On Twitter, Partner Audiences allow advertisers to target potential customers based on behaviors that occur outside Twitter. How does Twitter get this information?

Twitter has partnered with third party data providers to access this information

URL is an acronym for:

Uniform Resource Locator

Which of thee following is NOT a principle of Steve Krug's design for usability paradigm?

Use complementary colors

two competing websites have the same number of links. website A received all of its links between january 2016 to january 2017. Website B recieved its links from january 2016 to the present. which website will rank higher?

Website B because it has higher link freshness

Thee upper fold of a webpage should answer the questions, What are you. offering? Why should I pick you? and...

What do you want me to do next?

NSAMCWADLP mean that whenever you create an online marketing campaign, you should also create

a dedicated landing page designed specifically for that campaign

an editorial link is

a link created voluntarily by another website owner becuase he/she values the websites content

a banner ad for netflix should lead people to what kind of landing page?

a subscription landing page

A company sends out a broadcast to its entire email list informing the list about Black Friday deals. At 6pm on Black Friday, the company sends out an email only to members of its email list that (1) clicked on the previous email and (2) did not make a purchase. This second email is an example of

a triggered email

Oli Gardner's principle of clarity has been violated if

a visitor has no idea where a link leads

a website that sells high-end ties notices that its ads are showing up for searches that include "cheap". becuase its ties are expensive, it does not want its ads to show up for searchers using the word "cheap". what should they do?

add the word cheap to its negative keyword list

Retail websites can most advisedly grow their email list by

allowing customers to sign up for the email during the checkout procedure

the three broad methods of display ad targeting on Google's display network are

audiences, demographics, content

organic search results are typically displayed

below the paid ads

an analytics package records all of the following information from visitors EXCEPT a. the timing of the visit/click b. browser being used c. hard disk space of the computer d. location of the visitor

c. hard disk space of the computer

to determine a new ad copy is better at attracting attention, an advertiser should conduct A/B tests and measure

click through rate

the most reliable way to measure advertising effectiveness is to

conduct a carefully-controlled expirement

content marketing differs form advertising in that

content marketing is meant to entice readership/viewership on its own merits

when conducting an A/B test to improve a webpage's design, the measure that should always be used to detemrine which page is better is usually

conversion rate

to conduct A/B testing on ad copy and advertiser merely has to

create multiple ads in an ad group

a retail website that wants to track its conversion rate should set up what type of goal?

destination

a single purpose landing page

directs visitors to one possible action

sending out press releases to entice news organizations to do a story about a company can result in links from these news organizations' websites. these links would be considered

editorial links

showing the same advertisement too many times to the same person can annoy customers, and in addition is less effective than showing ads fewer times to more people. To avoid showing the same ad 10 or more times to the same person, advertisers engaging in remarketing should

employ frequency caps

A B2B services company is likely to use email marketing to

engage in lead nurturing

what is the anchor text of this link: <ahref+"http://jane.com">Fashiondeals</a>

fashion deals

Advertisers on a display network can pay through each of the following methods EXCEPT

flat fee

In determining what content to show users, Facebook uses all of the following EXCEPT

gender

Jane.com sells clothing and accessories. They want their line of maternity clothing to show up on searches that include 'maternity'. what should the URL for the maternity page be?

https://jane.com/maternity

in what way is the final URL the most important part of the search ad

if the URL is wrong, searchers cannot reach the website properly

Curated social media content refers to content that

is collected from a variety of other content creators

The primary advantage of a short email sign-up form is that

it attracts a higher volume of sign-ups than a longer form

Email marketing can be especially effective for a search engine like Kayak or Expedia because

it typically has information about deals that might interest its customers

why is receiving 100 links from 10 different websites better than receiving 1000 links from the same website?

links from 10 websites mean a higher link diversity

The purpose of hashtags is to

make posts (tweets) searchable

writing a blog post for someone elses blog and including links to ones own site would give a website what kind of links?

manual links

If a company's social media followers exhibit greater purchase frequency than non-followers, this could be a sign that the company's social media efforts are producing good results. Alternately, it may only reflect the fact that

more loyal customers are more likely to follow the company on social media

Why is the engagement of social media followers more important than the number of followers?

most social media platforms do not show company content to followers who are not highly engaged

which of the following is NOT used when calculating an Ads quality score a)ad relevance b) organic search ranking c) expected CTR d) landing page experience

organic search ranking

a low conversion rate can be caused by all of the following EXCEPT

overly responsive design

Instagram can be a top social platform for generating first-time customers even though it has a huge downside that:

posts cannot include links to external content

In addition to posts from friends and paid-for advertisements, what other two types of content are found in Facebook News Feed (though with much lower frequency)?

posts from Liked pages and actions from friends

good display ad copy does everything except? -invite action. -pre-convert the customer -attract attention -communicate a value proposition

pre-convert the customer

which of the following is NOT a match type for selecting search ad targets? a) exact match b) phrase match c) broad match d) precise match

precise match

which of the following is NOT recommended to be shown in a search ad a) unique value proposition B) keywords c) reference to competitors d) call to actions

reference to competitors

a company wishing to rank for local searches should first

register and verify its business with Google's My Business

Which of the following steps is NOT a part of the social media plan? a) Plan the content b) Measure success c) determine the objective d) register the company on all social platforms

register the company on all social platforms

long tail keywords are

search terms with lower volume than "fat head keywords"

an experiment at ebay showed that advertising on branded keywords were not profitable because

searchers clicked the organic listing when the advertised listing was not available

Email marketers can target different segments by

sending emails to specific segments of the email list & changing portions of content for each segment within an email

Social listening usually entails 1 scraping all public mentions of a company on social media, 2 coding those mentions as positive, negative, or neutral, 3 ________ ?

summarizing average sentiment about the company

If an email marketer has a good email list and lots of information about the users on this list, marketing automation would be useful for

targeting emails to the right users based on their ongoing behavior

Twitter consumption is fast-paced because of the short nature of tweets. Pinterest consumption is even faster-paced because

the Pinterest feed shows multiple columns of images

a website that sells wedding dresses targets ads to (1) women,(2) 22-35, (3) actively searching for a wedding dress, (4) with an interest in fashion, (5) in the top 10% of income, (6) within the denver area. what is the major downside of this targeting?

the audience will be so small that the ads are not likely to generate a large volume

An ad's location, bid strategy, daily budget, ad extensions, and more are all determined at what level within the AdWords account?

the campaign level

a major advantage of creating content specifically with the goal of ranking well for a popular search phrase is that

the content will have built-in distribution

Return on Advertise Spending (ROAS) cannot be calculated within an AdWords account unless

the conversion tracking is set up properly in analytics and connected to the adwords account

for a search engine, "relevance" refers to

the extent to which a webpages content matches the searcher's query

of 500 sessions that occurred on a website during a one-week period, 200 of them started on the homepage; 100 of these 200 sessions saw only the homepage before leaving the site. Of the 300 sessions that started on other pages, 100 of them consisted of only one pageview. Which is higher: the site bounce rate or the homepage's bounce rate?

the homepage's bounce rate

including the word 'maternity' in the alt text and file name of several images on the matenrity category page of jane.com will improve the page's relevance score for searches using the word 'maternity'. what other benefit can result from this?

the images are more likley to show up on image searches that use 'maternity'

even a highly relevant keyword may not be worth pursuing in your SEO if

the keyword has no traffic

if your website rank 1, 9, 98, and 112 for four different keywords, on which keyword should your website first target SEO efforts?

the keyword on which your site ranks #9

To determine the winner of an A/B test on a subject line, an email marketer should use

the open rate

"analysis paralysis" occurs when

the sheer volume of data overwhelms a manager and causes inaction

you have a website that sells widgets, and you have a category page specifically for blue widgets. after some extensive outreach efforts, you are able to gain 100 links to your blue widgets category page, but no links to your homepage. how will these new links affect the rankings of your homepage?

they will improve homepage rankings

I place the following link on my website: <arel="nofollow"href+"http://jane.com>fashiondeals<a/>. How will this link be treated differently by the search engines?

this link will not pass link authority to jane.com

After a B2B services company closes a deal with Company X, email marketing may still be useful for purposes of

training the employees within Company X

On Facebook, custom audiences allow advertisers to

upload email addresses of current customers and target users with similar characteristics

dynamic remarketing ads

use a different ad content across targets

creating a post with a discount for a product is an example of providing

utilitarian value

In web design, what is more important than website's visual appeal is

whether hit generates a high conversion rate

a website that sells software made 100 sales of $200 each from 2,000 sessions (for a total of $20,000 in revenue and profit - the marginal cost of these sales was $0.) the average cost to generate each session was $5 (the traffic came from a paid advertising campaign.) were these 2,000 sessions profitable?

yes


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