MAR 4700 Midterm
Justin has visited ESPN.com several times within the last hour and almost daily within the last three months. In terms of counting Justin as a user, all of the following statements are true, except Justin will be counted only once as a user regardless of how many times he accesses ESPN from his computer If Justin clears the cache of cookies on his computer, then the next time he logs onto ESPN he would be counted as a new user If Justin accesses ESPN from a different computer, he will not be counted as a new user Justin will be counted only once as a user although he accessed ESPN several times during the last hour
If Justin accesses ESPN from a different computer, he will not be counted as a new user
KPI stands for what? Key performance indicator Key practice initiator Key premium industry Key potential interest
Key performance indicator
The formula for calculating cost per acquisition (CPA) is Total ad spend/Total acquisitions Total revenue/Total acquisitions CTR/Total acquisitions Conversions/CTR
Total ad spend/Total acquisitions
A "bounce" occurs when Andrew clicks on webpage from a SERP and immediately clicks on the back button because the site did not provide useful information. True False
True
A landing page is the first webpage a visitor to a site sees. True False
True
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. True False
True
AdWords, a method for companies to pay for search engine ad placements, was launched by Google in 2000. True False
True
An effective display ad should attraction attention, communicate a value proposition, and invite some type of action. True False
True
Backlinks from websites and webpages that cover a similar topic are considered by search engines to be more important than general websites that are not related. True False
True
Click-through-rates (CTRs) tend to improve when the keyword being searched is contained in the search ad. True False
True
Images on a landing page can detract or deter a visitor from doing what the advertiser wants them to do. True False
True
Manual links are not as highly valued by search engines as editorial links, but typically have a positive impact on rankings. True False
True
On-site search engine optimization (SEO) is the practice of designing both the content and structure of a website so that it will rank well for keyword searches. True False
True
Relevance is the most important consideration in choosing target keyword phrases. True False
True
Segmentation refers to any method of dividing website users into groups that differ in meaningful and actionable ways. True False
True
Techniques to increase landing page conversion rates include removing obstacles and distractions to minimize confusion and maximize persuasiveness. True False
True
The more backlinks there are to a website, the more popular the search engines consider that website to be. True False
True
The revenue per session metric is important because it can determine the maximum amount a website can spend on advertising to attract users to its site. True False
True
The terms "above the fold" or "upper fold" refer to the portion of the website that can be seen without scrolling down the page. True False
True
URL stands for "uniform resource locator." True False
True
With CPA bidding for display ads, advertisers only pay when the advertisement results in a conversion. True False
True
A common thread in all calls to action is that they include action verbs some type of price discount limited time offer a unique offer
action verbs
If the keyword an advertiser is bidding on is used in the ad and on the landing page, then the advertiser will receive a higher Quality Score for higher expected CTR more positive landing page experiences by searchers lower bounce rate ad relevance
ad relevance
Unpaid search traffic comes when a user clicks on a banner ad an organic search result Google Shopping Ads the top advertised listing
an organic search result
A trust symbol on a landing page is any symbol, icon, image, or small statement communicating to the user that the site is legitimate an icon provided by the site owner on the shopping cart page a snippet of code that is added to the HTML of the landing page colorful buttons that invite visitors to click on them
any symbol, icon, image, or small statement communicating to the user that the site is legitimate
The title tag of a webpage appears within the page URL within the page header at the top of the browser within page images and file names
at the top of the browser
Key performance indicators that a lead-generation website should use include the following, except users conversion rate close rate average order value
average order value
An effective display ad must do all of the following, except communicate a value proposition attract attention invite action be matched with a keyword phrase
be matched with a keyword phrase
Ad Rank takes into consideration the bid amount the Quality Score both the bid amount and Quality Score the bid amount and the CPC
both the bid amount and Quality Score
With the automated auction system for bidding on keyword search advertising, the actual cost-per-click (CPC) is determined by the following key factors, except quality score maximum CPC bid expected impact of extensions and other ad formats brand name and past search ad purchases
brand name and past search ad purchases
The base colors of a landing page should match the color scheme in the banner and text ads being used to promote the landing page. However, different colors can be used for the _____ on the landing page. headline call to action (CTA) title URL unique value proposition (UVP)
call to action (CTA)
Each time a person clicks on an ad on a SERP, it counts as a(n) impression click CTR CPC
click
An alternative to the multi-product landing page is a multi-category landing page, which should be used when consumers are likely to have general category preferences there are too many products to display on one page the landing site has multiple pages the product is complicated and requires extensive explanations or images
consumers are likely to have general category preferences
The gold standard in social media is to generate a large amount of traffic to a website from content created by the company content created or shared by other social media users social media organic searches advertising on a social media platform
content created or shared by other social media users
After setting up goals in web analytics, the _____ metric would track the percentage of sessions that resulted in the intended action. revenue revenue per session conversion rate destination rate
conversion rate
On the SERP, the meta description is the URL for the webpage is the location of the keyword phrases within the page's content is the webpage title tag describes the content of the webpage
describes the content of the webpage
Michael types "ulmdigital.net" directly into his browser. This is an example of direct traffic unpaid referral traffic referral traffic search traffic
direct traffic
Links a webmaster puts on a page because he likes the page's content is classified as a(n) _____ link. editorial manual expertise manufactured
editorial
The first step in generating strong _____ backlinks to a site is to create content other websites consider valuable and worth linking to. editorial manual expertise manufactured
editorial
The percentage of sessions that end on a particular page is the page bounce rate site bounce rate entrance rate exit rate
exit rate
Retargeting (or remarketing) ads are shown to people who have considered clicking on an advertiser's display ads have previously visited the advertiser's website have previously conducted searches in the advertiser's product category have fit into an advertiser's previous marketing target
have previously visited the advertiser's website
Josh's website will be considered to have high quality by search engines through each of the following, except having content that does not change very often having good content that produces a low bounce rate web pages that load quickly content with good grammar and correct spelling
having content that does not change very often
Compared to a typical online ad campaign, remarketing campaigns typically have higher CTR and higher conversion rates Lower CTR and higher conversion rate Higher CTR and lower conversion rates Lower CTR and lower conversion rates
higher CTR and higher conversion rates
The Quality Score for search ads is defined as a measurement of the click-through-rate (CTR) divided by the number of impressions the bid amount and quantity of keywords bid on how relevant an ad, keywords, and landing page are to individuals seeing the ad the experience searchers have with a particular website
how relevant an ad, keywords, and landing page are to individuals seeing the ad
Lucky Brand can target each of the following with remarketing, except individuals who visited the site from a different device than the device they are currently using visitors to Lucky Brand that placed an item in the shopping cart, but did not make a purchase visitors who have made a previous purchase individuals who visited the Lucky Brand website within a specific time period, such as within 30 to 90 days
individuals who visited the site from a different device than the device they are currently using
The selection of target keyword phrases for on-site SEO should be based all of the following factors, except traffic internal links competition relevance
internal links
Search engine advertising offers brands the following benefits, except drives more traffic to a new website than any other form of online advertising is less costly than other forms of online advertising provides more precise targeting of potential customers can measure results more effectively
is less costly than other forms of online advertising
The following statements are true about Google Keyword Planner, except it can tell an advertiser what keywords competitors are using an advertiser should not expect to pay the exact same CPC as the Planner suggests it provides data that helps one do keyword research it can provide an estimate of what competing websites pay for keywords
it can provide an estimate of what competing websites pay for keywords
Backlinks one earns through direct effort, but require a third party to approve it is a(n) _____ link. editorial manual expertise manufactured
manual
All of the following technical information about a user's computer is obtained through analytics, except browser memory operating system screen size
memory
Long tail keywords are fat head terms with high search volume multi-word phrases that are extended or more specific versions of core fat head terms terms with high relevance, high demand, and low competition generic search terms
multi-word phrases that are extended or more specific versions of core fat head terms
All of the following statements are true about advertisers buying ad space through display ad networks, except advertisers do not have to buy ad space from each publisher individually must agree to show their ads on all sites within the ad network create and upload ads that meet the specifications of the ad network manage their ad budgets
must agree to show their ads on all sites within the ad network
Web analytics packages can obtain the following information when someone visits a website, except internet connection type geographic location name and address of website users navigation source
name and address of website users
Nick submitted a bid of $2.75 for the keyword phrase "lift kit" for Skyjacker. His bid was the highest. The second highest bid was $2.30 and the average bid was $1.98. The cost-per-click price Nick will pay is $2.75 $2.31 $2.30 $1.98
$2.31
A retail website has a conversion rate of 2%, an average order value of $300, and a gross margin of 40%. The most the website should spend on advertising to generate website traffic is _______ per click. $0.80 $1.20 $2.40 $7.50
$2.40
If four advertisers bid the amounts shown below, which advertiser will pay the most for 1,000 impressions? $3.48 CPM $2.50 CPM $2.06 CPC with a CTR of 0.2% $3.00 CPC with a CTR of 0.1%
$2.50 CPM
The formula for calculating return on advertising spend (ROAS) is (Total revenue / CTR) * Total ad spend (Total revenue / Total ad spend) * CTR Total revenue / Conversion rate (Total revenue / Total ad spend) * 100
(Total revenue / Total ad spend) * 100
Which of the following is the correct format for the modified broad match keyword match type? -ipad mini +ipad +mini [ipad mini] "ipad mini'
+ipad +mini
If 300 people visit Amanda's retail website and 6 make purchases, the conversion rate is 0.5% 2% 5% 6%
2%
The last page Megan visits on a website is called the exit point. This exit may occur when she accesses a different website, or if no activity occurs for ______ minutes or longer. 45 15 30 60
30
The costs divided by the number of clicks an ad receives on a SERP is the conversions conversation ratio CTR CPC
CPC
The percentage of impressions that yield a click is the conversions conversion ratio CTR CPC
CTR
The formula for calculating cost per click (CPC) is Impressions/Costs Costs/Clicks (Clicks/Costs) * 100 (Clicks/Impressions) * Costs
Costs/Clicks
A disadvantage of remarketing is that advertisers cannot control how many times an ad is shown to an individual. True False
False
If a brand name is well known it does not need to be included in the search ad headline because that space should be used for gaining the attention of the searcher. True False
False
Keyword cannibalization occurs when keyword phrases are incorporated into page content, thus reducing relevance scores. True False
False
Manual backlinks should always be avoided because search engines usually penalize websites for using manual link techniques. True False
False
Manual links are backlinks a webmaster places on his/her page because he likes the targeted webpage's content. True False
False
SEM stands for search engine manipulations. True False
False
Search engines consider internal links on a website to other pages within the site black-hat methods and normally penalize these links. True False
False
Search engines rank websites, not webpages. True False
False
To increase page ranking, an online retailer should use copy and product descriptions that are identical to that provided by the manufacturer on its website. True False
False
Unpaid referral traffic comes from banner, text, or rich media ads that a website has paid to display on other websites. True False
False
Web tracking software can detect past sessions from a computer even if the user has cleared the cache of cookies. True False
False
While aggregating and organizing data provides valuable insights for a website, the most useful are the raw data that is produced by web analytics programs. True False
False
Advertisers can target ads based on the content of the website. The specific methods of choosing display targets based on content include all the following, except Placements Form Keywords Topics
Form
Consider the following funnel: Sessions: 1000 Products in cart: 100 Proceed to checkout: 98 Entered shipping information: 93 Entered payment information: 87 Completed transaction: 85 Where should the website focus efforts to increase the conversion rate? Getting users to place items in the cart Getting customers to proceed to checkout after placing items in the cart Getting customers to enter shipping information after proceeding to checkout Getting customers to complete transaction after entering payment information
Getting users to place items in the cart
Web browsers process _____ languages. HTML PHP Peri Java
HTML
_____ is a static, client-side programming language (as opposed to a dynamic, server-side language). HTML PHP Peri Java
HTML
What do cookies do? Process server requests Convert the URL to a domain name Identify the requesting computer to the server Construct the HTML code that is sent to the requesting computer
Identify the requesting computer to the server
Both paid search traffic and paid referral traffic are the result of successful search engine optimization online advertisements behavioral targeting offline advertisements
online advertisements
With CPC bidding for display ads, advertisers pay only when an ad is clicked per website where the ad is displayed per 1,000 impressions per conversion
only when an ad is clicked
A media site with a large number of written articles should probably use ____ as a KPI. whereas a media site with mostly video content should use _____ as a KPI. conversion rate; sessions sessions; conversion rate average session duration; pages per session pages per session; average session duration
pages per session; average session duration
A(n) ______ occurs anytime a user accesses a page on a website. entry session pageview destination
pageview
With CPA bidding for display ads, advertisers pay only when an ad is clicked per website where the ad is displayed per 1,000 impressions per conversion
per conversion
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 interest targeting placement targeting remarketing or retargeting topic targeting
remarketing or retargeting
With the Google Display Network the types of ads that can be used include the following, except banner ads text ads search ads
search ads
Last-click attribution will likely exaggerate the value of traffic that comes from social media search engines banner ads offline advertising
search engines
Jessica is looking for camping supplies and sees a link to CamperWorld after she types in the search words "camping supplies" on Google. This is an example of direct traffic referral traffic search traffic
search traffic
Lowering the shopping cart abandonment rate is a reliable way to improve conversion rates. Of the following methods, the action most likely to decrease shopping cart abandonment is adding more steps to the payment process streamlining the payment process requiring users to pay with Paypal rather than credit cards detailed product information
streamlining the payment process
If an advertiser bids $4.75 CPM and another advertiser bids $0.50 per CPC with a click rate of 1%, the display network would award the ad space to the CPM bidder because the network would earn $4.75 versus only 50 cents with the CPC bidder the CPM bidder since the network has no idea how many click throughs the CPM bidder will get the CPC bidder because the 1% click through rate would produce $5.00 over 1,000 impressions the CPC bidder because the $0.50 per click rate would produce an income of $50.00 versus only $4.75 for the CPM bidder
the CPC bidder because the 1% click through rate would produce $5.00 over 1,000 impressions
For two computers to communicate via the Internet, they must first locate one another through the URL cookies the IP address the server
the IP address
Display ad traffic from mobile devices may appear to be unprofitable, but the ads might be profitable if the traffic is being produced by fat-finger clicks mobile bid adjustments are increasing the cost-per-click of mobile traffic the conversion rate is close to zero these visitors are purchasing later on another device
these visitors are purchasing later on another device
In general, advertisers are willing to pay more if they can more precisely target potential customers their ads are humorous they can show their ad repeatedly to the same individual their ads are shown to younger consumers
they can more precisely target potential customers
In examining the sources of traffic to a website all of the following website analytic metrics are useful, except traffic from TV and radio advertising organic search traffic paid search traffic traffic from display ads
traffic from TV and radio advertising
If a user goes to a particular page on a website several times during a session, the ______ metric only counts one of the pageviews. unique pageview entrance rate average page depth users
unique pageview
Website traffic that comes from clicking on the organic search results on a search engine is unpaid search traffic paid search traffic direct traffic referral traffic
unpaid search traffic
To ensure consistency between a display ad and its landing page, both the ad and landing page should have all of the following, except use a similar color scheme use similar calls to action highlight the same value propositions use the same keywords
use the same keywords
Types of landing pages include all of the following, except subscription landing pages video-rich landing pages Single-purpose landing pages single-product landing pages
video-rich landing pages
"ulm.edu" is an example of a(n) JAVA script IP address website domain name HTML code
website domain name
"In-market audiences" is a method of targeting display ads to people based on the geographic marketing they are in the type of websites they typically look for what they are actively researching or planning the media they prefer to consume
what they are actively researching or planning
Bass Pro Shop wants to use remarketing to advertise to individuals who have visited the retailer's website. This remarketing will occur because cookies stored on the Bass Pro Shop website will show who has visited the website 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. Bass Pro Shop is willing to pay a premium to the ad network to show the ad on all of its network websites the Bass Pro Shop ad will be displayed on all websites within the ad network that sell fishing and hunting supplies.
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.
