Digital Strategy Quiz Questions
For two computers to communication via the internet they must first locate one another. How do computer locate one another on the internet?
Through the IP address
Direct traffic is defined as visitors who?
Type the URL directly into their browers's address bar
unpaid search traffic comes when a user clicks on
an organic search result
The penguin update focused maily on
anchor text
what is "black-hat" search engine optimization?
any practive that attempts to artically inflate a page's PageRank
a trust symbol is
any symbol, icon, image, or small statment communicating to the user that the site is legitimate
how often should a company send emails?
as aften as it can create valuable content
the title tag of a webpage appears
at the top of the browsers and on the SERP (both a and b)
a media site with lost of writte articles should probably use ____ as a KIP whereas a media site with mostly video content should use ______ as a KPI
average page depth, average visit duration
with the google display network what types of ads can be run?
banner ands and text ads
what is the most detailed level of geographic information known to analytics
zip code
linear attribution gives credit to what?
all prior customer touchpoints that can be tracked in analytics
what technical information about a visitor's computer is NOT known to analytics
memory
if a company advertises on the keyword "discounted andriod tablet" which type of landing page would be best for this ad?
multi-product landing page
Both paid search traffic and paid referral traffic are the result of
online advertisments
if you bid on the keyword "ipad mini tablet" using the [], youe ad will show up
only when searches for ipad mini tablet
which of the following should go in the upper fold of a lead-generation landing apge?
phone number
what does PLA stand for?
product listing ad
online retailers can and should encourage every customer to sign up for regualr emails from the retailer. What should the retailer to do avoid spam filters?
provide a check box that is unchecked by default during the checkout process for cusmters to sign up for emails
a retail website's conversion rate is calcualted as
purchase/visits
last-click attritbution will likely eggagerate the value of traffic that comes from where?
search engies
why does having too much advertising space damange a websites search rankings?
search engies consider a site with lots of advertising space to be lower quality
SEO stands fo
search engine optimization
Black-har SEO is any practive that
search engines frown upon
what does double opt-in email capture do?
sends and email to confirm the customers desire to be on the email list
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 PPC adversitment for my website?
$.10
if an advertiser bids a $1.50 CPM, recieved 40,000 impressions, and gets 80 clicks, what would the equivalant CPC bid be?
$0.75
if four advertisers bid the amounts shown below, which adversiter will pay the most per click?
$2.50 CPC
which is the correct forumla for calculating CTR?
(clicks/impressions)*100
which of the following is the correct format for the modifed broad match keyword match type?
+ipad +mini
nowadays, search engies determine a website's quality based on
all of the above
After 100 impressions ad A has a CTR of 1% and a conversion rate of 100% and ad B has a CTR of 2% and a conversion rate of 0%. Which ad is better?
100 impressions are not enough data to know which ad is better
John's Bracelets, an ecommerce site, recieved 304,000 visitors and earned $73,500 in revenue from 48,700 transactions. What is John's conversion rate?
16.02%
my chosen keyword phrse for a page should make up __ to __% of the page's content
3,5
the 3,000 visits to my site last week resulted in 12,000 hits. What was the average page depth last week?
4
what would be the HTML code to create a link to cnn.com using the anchor text "my favorite news site"?
<a href="http://cnn.com">my favorite news site</a>
which of the following might be a paid link (advertisment) on our site?
<a rel="nofollow" href="http://www.expedia.com/Hotels">Great Hotel Deals</a>
In the orginal PageRank formula, when webpage A links to webpage B it passes PageRank to page B. Why is the amount of PageRank A passes to B divided by the number of outbound links on page A?
A linke was considered an endorsement, so B only gets part of A's endorsements score if A endorses multiple pages
Consider a Google user who does a search for "yam recipe." Consider two webpages with an identical PageRank. Both webpages use the phrase "yam recipie" once. On Webpage A, "Yam Recipe" is in large letters at the top of the page. On webpage B, "yam recipe" is in small letters near the borrom. Which page will rank better
A, because if the large font and higher position
How does anchor text factor into Google's ranking calculations?
Anchor text is one input into a webpage's relevance score
Web browsers process which of the following languages?
HTML
Which of the following programming languages is a static, client-side lanuage (as opposed to a dynamic, server-side language)?
HTML
What does a cookie do?
It identifies the requesting computer to the server
Why is a link from Yahoo.com worth more than a link from a small blog?
Yahoo has a higher PageRank, so it passes on more PageRank to the page it links to.
Ad Rank takes into consideration
a and b
advertisers by ad sapce through display ad networks
a and c
a "hit"is another term for what?
a page view
if i have a website that sells running shoes, I should map the keyword phrase "Asics Gel-Kayano 20" to
a prodcut page
to ensure consistency between an ad and its landing page, both the ad and the landing page should
all of the above
where/when are remarketing ads displayed?
after visitors to the advertiser's site have downloaded a cookie on their browser and they go to a site within the ad network where the adversiter is paying for click
as compared to fat head keyword phrases, long tail keyword phrases typically
all of the above
in a PPC text ad, it is a best practice to include which of the following?
all of the above
the second price auction model
charges the highest bidder only a penny more than the bid of the scond-highest bidder
if a keyword has a low search volume, you should do which of the following?
consider the CPC and relevance of the landing page to determine if they keyword should be chosen
a reliable strategy for long-term off-site SEO success can be characterized as
consistent efforts to generage inbound links form reputable sites
which of the following is NOT considered when determining Quality Score?
conversion rate
PageRank could be easily manipulated by
creating spam websites linking to one another
a brand new wesite should NOT choose target key words based on
current ranking
a retail site should track conversions by setting up a_____ goal in analytics
destination
to track the number of video views on my site, I would set up a _____ goal
destination
landing pages should not include
elements that do not directly impage the visitor's decision to reach the goal the adversiter has in mind
how often does google recalculate quality score?
every 100 times an ad is considered for display for a particular keyword
a website's popularity is determined by
external inbound links
a reliable way to increase a website's rankings is to create multiple copies of the site at different URLS
false
ideally, a company should never add content to its site
false
if my website sells exercise equipment, then a link from _____ is likely to be most valuable to me (if all of those sites have simliar popularity)
fitnessblog.com
publishers that participate in a display ad network
get paid each time the ad network charges an advertiser for displaying advertisments on the publisher's site
consider the following conversion funnel: where shold we focus our efforts to increase conversion rate?
getting visitors to place an item in the cart
one way to use an email list segmentation scheme is to send certain emails only to speficif segments. what is another way?
send emails to the whole list while chaning parts of the content to match segment characteristics
a manual link-building practive was once considered standard but is now considered (by google) to lean toward black hat is
guest blogging
which header tag is the largest?
header 1 (<h1>)
compared to a typical online ad campaign, remarketing campaigns typically have
higher CTR and higher conversion rates
getting 100 backlines from 100 different websites is better for tnking purposes than getting 100 backlines from 10 different websites because
if seach enginges consider link diversity a sign of organic, independent endorsements of a website's content
when trying to increase the number of leads recieved from a lead-generation landing page, which of the following is NOT a best practice?
increase the number of required form fields
which of the following is NOT a practive insitutied or strenthened by the Panda update?
increased opportunity to shop for products on the SERP
if we find through analytics that visitors from mobile devices have a 0% conversaion rate whereas users on a full-size monitor have a 3$ convertion rate, what should we do?
investiage whether our site is optimized for mobile users
the google key word planner
is relevant and provides data (b&c)
How does analytics track the identiy of a computer?
it palces a cookie on each computer that visits the site
a page's ranking is determined by both is popularity and its relevnce to the searched phrase. the page's popularity is measured based on
it's link profile as well as the root domain's link profile
KPI stands for...
key performance indicator
organizing campaigns can help with all of the following except
landing page optimization
single product landing pages should include all of the following, execpt
links, images and info about other products
which of the following is NOT a weakess of finding internet content through lists of websites organized by subject matter (versus through a search engine)?
lists can ony cover a few websites per subject
this landing page type is known as the informerical of the internet
long-copy landing pages
my analytics tells me that my last week site had 3,00 visits but only 2,500 visitors. what explains this discrepancy?
some visitors made multiple vists
lowering the shopping cart abandonment rate is a reliabel way to improve conversion rates. Which of the following actions is most likely to decrease shopping cart abandonment?
streamline the payment process
which advertiser is awarded the top ad position?
the advertiser with the highest Ad Rank
where did the name "pagerank" come from?
the creater of the metric, Larry Page, named it after himself
which of the following is NOT displayed in a PPC text ad?
the desitination URL
the upper fold of the landing page is defined as
the part of the page that can be seen without having to scroll down
alt text is
the text that appears if an image does not download from the server
a website can influence its click-through rate on the SERP through
the title tag and the meta description (both a and b)
in general, advertisers are willing to pay more if
they can more precisely target potential customers
I have a blog and I want to track the engagement of my readers. My blog post usually take up 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____goal
time-on-site
to calculate your ROAS, you must know which of the following?
total ad spend and total revenue
which of the following is not a way that a media site might measure engagement
traffic source
networking with other website owners can be benficial to your websites rankings because
website ownders are more likely to link sites owned by people they know
what is the downside of a search engine based soley on relevance?
websites with little useful content can often earn good rankings
during what time of day should emails be sent
when response rate is highest
what does the google display ad planner tell an advertiser?
where the target audience is spending its time online
