Marketing Ch 6-8,12

A banner ad had 20,000 impressions, a CTR of 1%, and a conversion rate of 5%. The number of actual conversions was a) 10 b) 20 c) 50 d) 100

a) 10

According to Chapter 12 in the textbook, which of the following was not a reason that digital marketers initially believed mobile users were poor marketing targets? a) Mobile users were annoyed by location-based notifications. b) Mobile apps were often designed to induce fat-finger clicks. c) Websites were poorly optimized for mobile traffic. d) Mobile users preferred to make purchases from a desktop/laptop computer or in a physical store.

a) Mobile users were annoyed by location-based notifications.

The formula for calculating cost per acquisition (CPA) is a) Total adspend/Total acquisitions b) Total revenue/Total acquisitions c) CTR/Total acquisitions d) Conversions/CTR

a) Total adspend/Total acquisitions

Advertisers competing for the same space in a display network may be bidding using different methods of payment. a) True b) False

a) True

An effective display ad must attraction attention, communicate a value proposition, and invite some type of action. a) True b) False

a) True

Consumers are less likely to fill out credit card and shipping information on a mobile device than they are on a desktop. a) True b) False

a) True

Email marketing is one of the highest ROI marketing activities a company can undertake. a) True b) False

a) True

In remarketing ads, in addition to targeting previous visitors, advertisers can also target those visitors with the products they had examined on the website or purchased. a) True b) False

a) True

With an email campaign, every email should have an unsubscribe button for individuals who no longer want to receive the email. a) True b) False

a) True

A common thread in all calls to action is that they include a) action verbs b) some type of price discount c) limited time offer d) a unique offer

a) action verbs

Ad Rank is defined by Google as the value that is used to determine a) an ad's position on the SERP b) an ad's price c) the amount the highest bidder is charged for a search ad d) the Quality Score of a search ad

a) an ad's position on the SERP

In developing a PPC campaign, an advertiser should consider all of the following information that can be provided by a tool such as Google's Keyword Planner, except a) conversion rate for keywords b) average monthly searches c) level of competition d) suggested bid

a) conversion rate for keywords

Display advertisers can choose from all of the following bidding methods, except a) cost-per-ad b) cost-per-click c) cost-per-mille d) cost-per-acquisition

a) cost-per-ad

An email's open rate is a good indicator of the quality of the a) email subject line b) email content c) email list d) email offer

a) email subject line

With a(n) ______, a search engine will only show ads that have the keyword typed exactly as the searcher used. a) exact match b) phrase match c) broad match d) modified broad match

a) exact match

_____ allows advertisers to target ads to mobile users within a defined radius from a specific location. a) geo-fencing b) geo-caching c) temporal targeting d) behavioral targeting

a) geo-fencing

A(n) _____ indicates an email address is fake or does not exist. a) hard bounce b) soft bounce c) non-opening d) churn

a) hard bounce

Compared to a typical online ad campaign, remarketing campaigns typically have a) higher CTR and higher conversion rates b) Lower CTR and higher conversion rate c) Higher CTR and lower conversion rates d) Lower CTR and lower conversion rates

a) higher CTR and higher conversion rates

Each appearance of an ad on a SERP counts as a(n) a) impression b) click c) CTR d) CPC

a) impression

With topic targeting for display ads, ads will appear based on the topic a) of websites b) of keyword searches by the browser c) of interest to browsers d) displayed in past browsing behavior

a) of websites

With CPC bidding for display ads, advertisers pay a) only when an ad is clicked b) per website where the ad is displayed c) per 1,000 impressions d) per conversion

a) only when an ad is clicked

If am advertiser bid on the keyword ipad mini tablet as a keyword using the [ ] brackets like this [ipad mini tablet], the ad will show up a) only when someone searches for ipad mini tablet b) when someone searches for ipad mini tablet and ipad mini tablets on sale c) when someone searches for ipad mini and ipad mini white tablet d) when someone types in any of the words ipad, mini, or tablet in any order

a) only when someone searches for ipad mini tablet

One behavioral difference between desktop and mobile user when searching is that mobile users tend to be less _____ than desktop users. a) patient b) attentive c) qualified d) sedentary

a) patient

Search ads that can display product images and prices in addition to text are a) product listing ads (PLA) b) dynamic keyword insertion ads (DKI) c) click-to-call ads d) call-to-action ads (CTA)

a) product listing ads (PLA)

Which of the following is NOT a meaningful technical constraint due to mobile devices' smaller size relative to desktop computers from a digital marketing perspective? a) smaller screen means more eye strain b) smaller screen means less precise clicking c) smaller screen means slower typing d) smaller screen means less information displayed at once

a) smaller screen means more eye strain

Advertisers should use a phrase match search methodology under all of the following conditions, except a) the advertiser is certain about the keyword phrase searchers will use b) adding keywords to the middle of a phrase will drastically change the context of the search c) the keyword phrase has a number of ways it can be typed into a search engine d) keywords are infrequently misspelled

a) the advertiser is certain about the keyword phrase searchers will use

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

The formula for calculating cost per click (CPC) is a) Impressions/Costs b) Costs/Clicks c) (Clicks/Costs) * 100 d) (Clicks/Impressions) * Costs

b) Costs/Clicks

Mobile marketing is only effective if conversions are occurring on mobile devices. a) True b) False

b) False

Smaller screen sizes make scrolling more difficult on a mobile device than it is on a desktop. a) True b) False

b) False

The top ad position on a SERP goes to the a) advertiser with the highest CTR b) advertiser with the highest Ad Rank c) highest bidder d) advertiser with the highest Quality Score

b) advertiser with the highest Ad Rank

The most effective subject lines of emails a) have the names of the recipients b) are accurate and informative c) are descriptive and make an offer d) create urgency

b) are accurate and informative

All of the following statements are true about advertisers buying ad space through display ad networks, except advertisers a) do not have to buy ad space from each publisher individually b) can pick the websites that they will allow to show their ad c) create and upload ads that meet the specifications of the ad network d) manage their ad budgets

b) can pick the websites that they will allow to show their ad

The first step in developing an email campaign is to a) create an enticing email offer b) capture email addresses c) develop strategies to bypass spam filters d) ask recipients for permission to send them emails

b) capture email addresses

Display ad networks have all of the following characteristics, except display networks a) consists of a group of online publishers b) charges publishers to run ads on their websites c) create standard ad sizes that publishers must agree to display d) charge advertisers to run ads on the network of websites

b) charges publishers to run ads on their websites

A measure of the percentage of individuals who visit the landing page of an online retailer triggered by an email marketing campaign is the a) open rate b) click-through rate c) conversion rate d) average order value

b) click-through rate

All of the following are considered when determining Quality Score for a search keyword, except a) expected CTR b) conversion rate c) landing page experience (bounce rate) d) ad relevance

b) conversion rate

All of the following are metrics that an email campaign should monitor to reduce its email bounce rate, except a) hard bounces b) conversion rate c) soft bounces d) non-opening

b) conversion rate

The percentage of visitors to a website from a SERP who are converted is the a) conversion click rate b) conversion ratio c) CTR d) CPC

b) conversion ratio

A dedicated landing page should a) contain links to the homepage and other relevant pages on the website b) correspond perfectly in terms of look, feel, and content to whatever was clicked by the user c) encourage users to access the company's social media d) provide a time-limited offer

b) correspond perfectly in terms of look, feel, and content to whatever was clicked by the user

With Google Display Ad Planner, advertisers can select each of the following targeting methods, except a) keywords b) costs c) interests d) topics

b) costs

Common methods of segmenting email lists include all of the following, except a) past purchases b) email costs c) past email responses d) customer preferences

b) email costs

Effective titles for a search text ad should include all of the following, except a) search keywords b) image of the product c) brand name if brand is well known d) text to gain searcher's attention

b) image of the product

If an advertiser wants to place a display ad on a specific website, then _____ can be used. a) keyword targeting b) placement targeting c) interest targeting d) topic targeting

b) placement targeting

In capturing email addresses, double opt-in email capture a) sends a maximum of two emails per week b) sends an email to confirm the customer's desire to be on the email list c) requires customers to double-click on the sign-up link d) sends two copies of every email to customers

b) sends an email to confirm the customer's desire to be on the email list

You receive an ad on your mobile device from your favorite restaurant while you are with your family (some of whom have cell phones) on a Thursday evening. At the same time the following Thursday, you are working late by yourself and receive an ad for tickets to the local NBA team's next home game. This would be an example of targeting based on the combination of your location and _____. a) data plan b) social context c) habits d) the weather

b) social context

A(n) _____ usually indicates an email in-box is full. a) hard bounce b) soft bounce c) non-opening d) churn

b) soft bounce

With CPM bidding for display ads, advertisers pay a) only when an ad is clicked b) per website where the ad is displayed c) per 1,000 impressions d) per conversion

c) per 1,000 impressions

Megan was looking at jewelry at jcrew.com. After leaving the website, she surfs the web for Florida vacation destinations for spring break. She notices each time she accesses a new website an ad for J.Crew appears. This is an example of a) interest targeting b) placement targeting c) remarketing or retargeting d) topic targeting

c) remarketing or retargeting

If Jasmine has not opened the last 6 emails from a company's email campaign, then the best approach would be to a) send Jasmine an email with URGENT as the subject line b) send Jasmine an offer on merchandise she has purchased in the past c) take Jasmine off of the email list d) put Jasmine on the email churn list

c) take Jasmine off of the email list

It is an unseasonably warm day in early March and you see an ad on your mobile device with a coupon for a 48 Qt Igloo cooler. This would be an example of targeting based on the combination of your location and _____. a) habits b) social context c) the weather d) data plan

c) the weather

Managing an email marketing campaign requires each of the following actions, except a) obtain and cultivate an email list b) optimize the email content c) tie the email to a display or search ad campaign d) ensure the emails bypass spam filters

c) tie the email to a display or search ad campaign

Sending an email to shoppers who have abandoned shopping carts is an example of a(n) a) broadcast email b) transactional email c) triggered email d) segmented email

c) triggered email

If an advertiser uses keyword targeting, the ad will appear on webpages that a) have a high Quality Score and high ad relevancy b) a searcher accesses from conducting a search using that keyword c) use the selected keyword d) match the keyword and ad topic

c) use the selected keyword

When a member of our email list clicks an unsubscribe button, they should be taken to a) the company's homepage b) a dedicated landing page with the company's best deals c) a page warning the user that unsubscribing is a bad idea d) a page that unsubscribes the user but allows them to stay subscribed to a smaller portion of emails and/or the reason for unsubscribing

d) a page that unsubscribes the user but allows them to stay subscribed to a smaller portion of emails and/or the reason for unsubscribing

A measure of the percentage of individuals who unsubscribe after receiving a targeted email from an email campaign is the a) open rate b) click-through rate c) conversion rate d) churn rate

d) churn rate

As you make your usual stop for groceries on your way home from work, you receive a notification on your phone for a discounted Redbox movie rental. This would be an example of targeting based on the combination of your location and _____. a) the weather b) social context c) data plan d) habits

d) habits

With CPA bidding for display ads, advertisers pay a) only when an ad is clicked b) per website where the ad is displayed c) per 1,000 impressions d) per conversion

d) per conversion

Bass Pro Shop wants to use remarketing to advertise to individuals who have visited the retailer's website. This remarketing will occur because a) cookies stored on the Bass Pro Shop website will show who has visited the website b) whenever an individual visits a website within the ad network, the ad network will see the Bass Pro cookie on the individual's computer and display the Bass Pro ad on the computer screen. c) Bass Pro Shop is willing to pay a premium to the ad network to show the ad on all of its network websites d) the Bass Pro Shop ad will be displayed on all websites within the ad network that sell fishing and hunting supplies.

b) whenever an individual visits a website within the ad network, the ad network will see the Bass Pro cookie on the individual's computer and display the Bass Pro ad on the computer screen.

The percentage of impressions that yield a click is the a) conversions b) conversion ratio c) CTR d) CPC

c) CTR

To calculate ROAS, an advertiser 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

Ad Rank takes into consideration a) the bid amount b) the Quality Score c) both the bid amount and Quality Score d) the bid amount and the CPC

c) both the bid amount and Quality Score

Publishers that participate in a display ad network a) always make more money selling ad space through the ad network than they would selling the ad space on their own b) never make more money selling ad space through the ad network than they would selling the ad space on their own c) get paid each time the ad network charges an advertiser for displaying advertisements on the publisher's site d) have to deal individually with each advertiser running ads on their site

c) get paid each time the ad network charges an advertiser for displaying advertisements on the publisher's site

The Quality Score for search ads is defined as a measurement of a) the click-through-rate (CTR) divided by the number of impressions b) the bid amount and quantity of keywords bid on c) how relevant an ad, keywords, and landing page are to individuals seeing the ad d) the experience searchers have with a particular website

c) how relevant an ad, keywords, and landing page are to individuals seeing the ad

With ______ ads will be shown to individuals who have a particular interest regardless of the webpages they are viewing. a) keyword targeting b) placement targeting c) interest targeting d) topic targeting

c) interest targeting

With the automated auction system for bidding on keyword search advertising, the cost-per-click (CPC) an advertiser will pay is a) the average of the bids submitted b) the amount the last bidder submitted c) one penny more than the second highest bidder d) the highest bid amount

c) one penny more than the second highest bidder

Online retailers can and should encourage every customer to sign up for regular emails from the retailer. To avoid spam filters, retailers should a) automatically send regular emails to all customers b) send emails to all customers except those who request to be taken off the email list c) provide a check box that is checked by default during the checkout process for customers to sign up for emails d) provide a check box that is unchecked by default during the checkout process for customers to sign up for emails

d) provide a check box that is unchecked by default during the checkout process for customers to sign up for emails

Typical transactional emails include all of the following, except a) automated confirmation of an order b) information about shipment and delivery c) confirmation when a credit card has been charged d) request for permission to send triggered emails

d) request for permission to send triggered emails

To ensure consistency between a display ad and its landing page, both the ad and landing page should have all of the following, except a) use a similar color scheme b) use similar calls to action c) highlight the same value propositions d) use the same keywords

d) use the same keywords

In terms of the time of day for sending emails, the best time is a) in the morning b) during the mid-day c) in the evening d) when response rate is highest

d) when response rate is highest