MKT 380 test 1
Keywords and ad copy
As discussed by John Gagnon, what are the two key building blocks for search marketing campaigns?
search box > search page > landing page > convert
As discussed by John Gagnon, what is the order of he 4 steps in the search flow?
7 principles of conversion-centered design according to Oli Gardner
Attention, Context, Clarity, Congruence, Credibility, Closing, Continuance
remarketing or retargeting
Buhle 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:
Break-even CPC
Margin per sale or CPA (which is the sale price-cost)/ conversion rate
Organic Results, sponsored results
Name two elements on a search page as discussed by John Gagnon
2.31
Nomalanga submitted a bid of $2.75 for the keyword phrase "lift kit" for Skyjacker. Her bid was the highest. The second highest bid was $2.30 and the average bid was $1.98. The cost-per-click price Nomalanga will pay is
True
T or F: A major advantage of online display advertising is that effectiveness of ads can be measured
True
T or F: A/B Testing involves creating two versions of a display ad, showing both ads randomly across an ad network , then measuring the results of each version
False
T or F: An advertiser that bids the highest amount on a search keyword will always get the top spot on the serp
False
T or F: In general, it is wiser to focus on earning a high number of low quality links than low number of high quality links
False
T or F: In terms of search ads, advertisers are charged for impressions, not clicks
True
T or F: Manufactured links are a way for webpages to gain lots of backlinks very quickly. The problem with manufactured links is that they are typically low-quality links and can put the page in a bad link neighborhood
False
T or F: Rutendo accidentally clicked on a search ad that was not relevant to her search for camping supplies. Since she left the site immediately, the advertiser will not be charged for the click
False
T or F: Unpaid referral traffic comes from banner, text, or rich media ads that a website has paid to display on other websites
True
T or F: a telephone number, an address, and a link to Google maps are types of extensions that can be placed on search ads
True
T or F: an effectively written ad must not only attract attention and communicate a value proposition, it must also invite action
True
T or F: an impression occurs every time an ad appears on a SERP, even if the searcher didn't actually look at the ad
True
T or F: click-through-rates (CTRs) tend to improve when the keyword being searched is located in the search ad
True
T or F: consider a website that sells pianos and has mapped the keyword Pella pianos to a webpage. The four places the webmaster should make sure the keywords Pella Pianos appears are the URL, Title tag, and main content (3-5% keyword density)
True
T or F: remarketing will normally yield higher conversion rates and higher profitability than other forms of ad targeting
False
T or F: to increase the quality score and page ranking, an online retailer should use copy and product descriptions that are identical to that provided by the manufacturer on its website
False
T or F: with CPM bidding for display ads, advertisers pay each time an ad appears on a website
costs/click
The formula for calculating CPC is
1%
The number of clicks for a search text ad is 50 and the number of impressions is 5000. What is the CTR?
Attention ratio
The ratio of links on a landing page to the number of campaign conversion goals
unique value proposition
The single thing that sets a website apart from the competition in terms of what it can provide to customers is called a
use a similar color scheme, highlight the same value proposition, and use similar calls to action
To ensure consistency between a display ad and its landing page, both the ad and landing page should
Placement targeting
What kind of targeting should an advertiser use when she only wants to advertise on a few select websites?
there are more of them, so volume from the many long tail keywords can add up to more than the volume from the few fat head keywords
a long tail keyword typically has low search volume. The reason why a webmaster should not ignore long tail key words is that:
description lines
a search ad had four parts: title, display URL, destination URL, and
Conversion rate
conversions/clicks
CPC
cost/click
TRUE
for onsite optimization, you must focus only 1-3 keywords per page
Relevance and popularity of a website
google's organic rankings are based on what two factors?
Pick keywords > on-site optimization > off-site optimization
how to rank
Panda Update
penalized webpages with lots of space dedicated to advertising instead of content, penalized webpages with thin or duplicated content, valued outbound links
23 principles of attention-driven design
proximity, anomaly, dominance, consistency, continuation, direction
Cost per action (CPA)
sale price - cost
CPM
(cost/impressions) x 1000
scan the page from the top to bottom
According to Duane Forrester, how do searchers take in the information on a search engine results page?
so your website isn't penalized for your domain name being used as spam in the past
According to Duane Forrester, why is it important to have a "Clean" domain?
paid for; placement on serp;
Describe the difference between a sponsored result and an organic result
type a URL directly into their browser's address bar
Direct traffic is defined as visitors who:
bounce rate, short load times, grammar and spelling, fresh content, original content, CTR, ad space, quantity content
Four attributes of a website outside of its link profile that Google examines to help determine the quality of the website's content
relevance, traffic, competition, and current ranking
Four factors that determine which keywords would be most beneficial to work on
Display URL - URL that appears below your ad text when your ad is shown; arbitrary Destination URL - specific location within your site that you would like to take a user that has clicked on your ad
How do the display URLs differ from the Destination URLs
margin per sale x conversion rate
How much you are willing to pay per click
The CPC bidder because the 1% CTR would produce $5 over 1000 impressions
If an advertiser bids $4.75 CPM and another advertiser bids $0.50 CPC with a click rate of 1%, the display network would award the adspace to
CTR
clicks/impressions
Click thru rate (CTR)
clicks/impressions
Purchase funnel
discover > research > compare > purchase > post purchase
a unique proposition and call to action
effectively written search ads have (1) relevant keywords and (2)______ and (3)_____
traffic, conversion, revenue
to evaluate the success of a website, we should look at what three dimensions of performance?
any visitor that comes to the website from links that are not paid for
unpaid referral traffic comes from what?