E-MARKETING MIDTERM

Can rank well for multiple long tail terms when words are similar and multiple long tail terms can add up to a lot of traffic and create revenues

A long tail keyword typically has a low search volume. Give two reasons why a webmaster should not ignore long tail keywords.

single-product

Indicate the appropriate landing page type for a search ad on Honda lawn mower.

lead generation

Indicate the appropriate landing page type for a search ad on Provo lawn care

long copy

Indicate the appropriate landing page type for a search ad on Toyota camry

multi-product

Indicate the appropriate landing page type for a search ad on invite subarea watch

Google analytics

Name a tool that can be used for conducting A/B tests

a/b tests on landing page to increase conversion rates

Name an action you could take to increase your ROAS on an AdWords campaign

more aggressive max CPC bidding

Name an action you could take to increase your ROAS on an AdWords campaign

Cost per acquisition, Cost per click, Cost per mille

Name three types of bidding available to advertisers in an ad network

Calculated and manual metrics

Name two metrics a media website might use to measure engagement

on site and off site

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

if you don't meet your maximum CPC you can get charged

Google's report on an AdWords campaign reports the average CPC. How can my CPC change if I do not change my bid?

They have the ability to increase the ranking

How do the backlinks pointed at Overstock.com affect the ranking of overstock.com/Jewelry-Watches/4/store.html?

a search engine won't crawl a page with multiple levels

How does having a deep structure damage a website's search engine rankings?

2%

If my retail site sells 250 products in 150 transactions from 7500 clicks, what is my site's conversion rate?

Add HTML "nofollow"

If you find that your site is being linked to spammy websites that you think might damage your ranking, what should you do?

cookies are the number of unique devices the ad will show and impressions are the number of times ad will show

The Google Display Ad Planner gives an estimate of both the number of cookies per week and the number of impressions per week likely to be reached with a given targeting method. What is the difference between cookies per week and impressions per week?

HTML is

client-side coding language that web browsers process to display webpages

Name an action you could take to increase your ROAS on an AdWords campaign

create stronger CTA

broad match

The keyword shoelaces is

grammer

A change to Google's algorithm that occurred during the Panda update

social signals

A change to Google's algorithm that occurred during the Panda update

thin content

A change to Google's algorithm that occurred during the Panda update

user behavior

A change to Google's algorithm that occurred during the Panda update

title, display URL, destination URL, and description

A search ad has four parts

title tag and URL

A webpage with a high click-through rate from the SERP might improve in rankings. Name two ways a webmaster can improve a page's click-through rate.

subcategory

Consider a website that sells garage doors. The keyword vinyl garage doors should be mapped to what kind of page?

Advantage is targeting and get on a good level with potential customer and disadvantage is when persona is not true to your target

Describe an advantage and a disadvantage of creating a persona for an advertising campaign.

Hindsight bias is a fancy way saying that you knew it all along. However, if you study the analytics of a certain situation, and do your best to minimize any risks, you shouldn't have need for hindsight bias. Statistics are everywhere for almost any given situation, all that's required to utilize them is a trained eye and an open mind.

Describe the hindsight bias and give an illustration of how it has affected or could affect judgment.

keyword gets less hits than anticipated and going out of business and not needing ad

Describe two circumstances in which it would be advisable to decrease the CPC bid on a keyword.

keyword gets more hits then anticipated and expand advertising to reach a large amount of people

Describe two circumstances in which it would be advisable to increase the CPC bid on a keyword.

product page

The keyword Pella Traditional 16-ftx7-ft Insulated White Double Garage Door with Windows should be mapped to what kind of page?

has to be maintained frequently and has to cover popular searches; which doesn't help specific searches

Disadvantages faced by a site providing a categorized list of websites

relevant keywords, traffic, and competition

Effectively written search ads have

a high proportion of backlinks utilized anchor text that perfectly targeted their desired keywords. Google found that websites with over-optimized anchor text were often manufacturing these backlinks. Google Penguin penalized websites with over optimizing anchor text

Explain over-optimized anchor text and how it relates to the Google Penguin update.

single-product, multi-product, long-copy, subscription

Four types of landing pages

phrase match

The keyword "shoelaces" is

modified broad match

The keyword +shoelaces is

negative keyword match

The keyword -shoelaces is

exact match

The keyword [shoelaces] is

URL, header tag, title tag, anchor text

This same garage door website has mapped the keyword Pella garage doors to a page. Name four places the webmaster should make sure the keyword Pella garage doors should be found on the page.

product, message, visual components

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

any visitors that come to the website from any links that are not paid for

Unpaid referral traffic

Product Listing ad and it lets you include image, price, promo message so you do not have to create an ad for each product

What is PLA?

Cookies are essentially small files used on a computer. Websites might use a cookie so they can remember the customer or to track website experience

What is a cookie and give examples of how a website uses them?

NoFollow link

What is the anchor text for this link? <a href="https://www.google.com"rel="nofollow">Google.com</a>

There is a potential for low-quality sites to earn good rankings by creating a bag that could earn high relevance score through the use of target keyword phrases on page

What is the problem with a search engine based entirely on relevance?

placement targeting

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

They are trusted and have valid information

Why are links from .edu and .gov domains worth so much?

they receive more weight, so the target keyword phrase should be in the header 1 tag

Why do words at the top of a page count more than words lower on the page when Google does its relevance calculation?

cookies are linked to your browsing history making it easier to generate impressions

Why does Interest targeting generate so many more impressions per cookie than placement targeting?

PHP is

a dynamic server-side programming language