Marketing final chapters 5,6,7
The number of clicks for a search text ad is 50 and the number of impressions is 5000. The CTR would be
1%
A banner ad had 20,000 impressions, a CTR of 1%, and a conversion rate of 5%. The number of actual conversions was
10
If 300 people visit Amanda's retail website and 6 make purchases, the conversion rate is
2%
A banner ad created by Jonathan had CTR of 1.5% with 20,000 impression. How many people clicked on the banner ad?
300
Approximately _____ percent of Google's revenue comes from ads purchased through the Google Ads platform.
91
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 (advertisement) on the Expedia.com website?
<a rel="nofollow" href="http;//www.expedia.com/Hotels"> Great Hotel Deals,/a>
The formula for calculating cost per click (CPC) is
Costs/Clicks
With CPC bidding for display ads, advertisers pay each time an ad appears on a website.
F
The costs divided by the number of clicks an ad receives on a SERP is the
CPC
The percentage of impressions that yield a click is the
CTR
The second-price auction model
Charges the highest bidder only a penny more than the bid of the second-highest bidder
All of the following are displayed in a PPC text ad, except
Final URL
In creating a search ad, the ______ must be a landing page relevant to the offer and content in the ad.
Final URL
In remarketing ads, in addition to targeting previous visitors, advertisers can also target those visitors with the products they had examined on the website.
T
Manual backlinks tend to do less to improve rankings than editorial links, but are easier to acquire than editorial links.
T
Manual links are not as highly valued by search engines as editorial links, but typically have a positive impact on rankings.
T
Off-site SEO success will only come after multiple, successful, repeated victories in online marketing efforts that generate inbound links to your site from other reputable websites.
T
PageRank is no longer used by Google and other search engines to measure a webpage's popularity because it was too easy to manipulate with black-hat SEO methods.
T
Putting brackets around a keyword phrase instructs Google to make that keyword phrase an exact match keyword.
T
Remarketing occurs through a display ad network.
T
Remarketing or retargeting is the practice of displaying ads for a website to individuals who have already visited the particular website but are now browsing other websites.
T
Remarketing will normally yield a higher conversion rate and higher profitability than other forms of ad targeting.
T
Search engines recognize that if people are posting links to websites on their social media pages, then those websites tend to have worthwhile content and so receive a boost in their popularly scores.
T
Search engines sell keyword ad space using an automated auction platform.
T
The methods of link-building that earn a high quantity of links tend to earn low quality links while methods that earn high quality links tend to produce a low quantity.
T
The more backlinks there are to a website, the more popular the search engines consider that website to be.
T
To prevent abuse and gaming of search engine algorithms, search engines do not provide details of the algorithms they use.
T
With CPA bidding for display ads, advertisers only pay when the advertisement results in a conversion.
T
With paid search advertising, the price to advertise is dynamic, which means it can change from one minute to the next.
T
With search ad bidding, a high Quality Score can generate a better ad position for an advertiser at a lower price than an advertiser with a low Quality Score that bids a higher price.
T
To calculate ROAS, an advertiser must know which of the following?
Total ad spend and total revenue
The formula for calculating cost per acquisition (CPA) is
Total ad spend/Total acquisitions
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
conversion rate for keywords
Display advertisers can choose from all of the following bidding methods, except
cost-per-creative
Manual backlink techniques include the following, except
creating a secondary website to link back to the original site
PageRank could be easily manipulated by
creating spam websites linking to one another
Publishers that participate in a display ad network
get paid each time the ad network charges an advertiser for displaying advertisements on the publisher's site
Searchers can be classified into the following categories, except
grazers
A manual link-building practice that was once considered standard but is now considered by search engines (such as Bing) to lean toward black-hat is
guest blogging
Retargeting (or remarketing) ads are shown to people who
have previously visited the advertiser's website
All of the following statements about search engines' rankings of websites based on popularity are true, except
having a brand or website name in the majority of anchor texts of backlinks will boost the search popularity score
Compared to a typical online ad campaign, remarketing campaigns typically have
higher CTR and higher conversion rates
The Quality Score for search ads is defined as a measurement of
how relevant an ad, keywords, and landing page are to individuals seeing the ad
Effective headlines for a search text ad should include all of the following, except
image of the product
Each appearance of an ad on a SERP counts as a(n)
impression
Suggestions for creating valuable content that will produce editorial backlinks include the following, except
incorporate a directory or website listing within the website
A website such as 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
Search engine advertising offers brands the following benefits, except
is less costly than other forms of online advertising
The following statements are true about Google Keyword Planner, except
it can provide an estimate of what competing websites pay for keywords
A page's ranking is determined by both its popularity and its relevance to a search phrase. The page's popularity is determined by
its link profile as well as the root domain's link profile
All of the following statements are true about natural outbound links, except
links with the html attribute "nofollow" are seen as positive endorsements of a website
Backlinks created by a webmaster without any third-party approval is a(n) _____ link.
manufactured
Of the following backlinks, the one with the lowest value in terms of search rankings is the _____ link.
manufactured
All of the following statements are true about advertisers buying ad space through display ad networks, except advertisers
must agree to show their ads on all sites within the ad network
Backlinks to a website fit into one of the following categories, except
neighborhood
Manual backlink techniques include the following, except
networking with other webmasters and websites
With the automated auction system for bidding on keyword search advertising, the cost-per-click (CPC) an advertiser will pay is
one penny more than the second highest bidder
With CPC bidding for display ads, advertisers pay
only when an ad is clicked
Useful information about the algorithms now used by search engines to determine popularity is provided by each of the following, except
paying search engines, such as Google, a premium to increase their websites ranking
Advertisers should use an exact match search methodology under all of the following conditions, except
people use a variety of keyword phrases
With CPM bidding for display ads, advertisers pay
per 1,000 impressions
With CPA bidding for display ads, advertisers pay
per conversion
When writing copy for search text ads, web designers should include all of the following, except
product listing offer (PLO)
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
remarketing or retargeting
If Samantha types into a search engine the keyword phrase "reviews of Wrangler cowgirl jeans" she is likely a(n)
researcher
With the Google Display Network the types of ads that can be used include the following, except
search ads
Getting 100 backlinks from 100 different websites is better for ranking purposes than getting 100 backlinks from 10 different websites because
search engines consider link diversity a sign of organic, independent endorsements of a website's content
All of the following are manufactured backlink techniques that should be avoided, except
social networking sites
Google offers the following targeting methods for display ads, except
styles
If a webpage has buzz-worthy content, a webmaster can use all of the following techniques to maximize exposure and potential for link acquisition, except
submit the website to directories on related topics
Although a large number of external links pointing to a particular website is an indicator of popularity, it is not the only thing search engines now use to determine a website's popularity.
t
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 CPC bidder because the 1% click through rate would produce $5.00 over 1,000 impressions
Advertisers should use a phrase match search methodology under all of the following conditions, except
the advertiser is certain about the keyword phrase searchers will use
If four advertisers bid the amounts shown below, which advertiser will pay the most for 1,000 impressions?
$2.06 CPC with a CTR of 0.2%
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
$2.31
If Ryan spends $500 on search text ads and it results in 10 sales, then the cost per acquisition (CPA) would be
$50
The correct formula for calculating CTR is
(Clicks/Impressions)*100
The formula for calculating return on advertising spend (ROAS) is
(Total revenue / Total ad spend) * 100
Which of the following is the correct format for the modified broad match keyword match type?
+ipad +mini
All of the following statements about remarketing by Dick's Sporting Goods are true, except
Dick's Sporting Goods will pay only for conversions
11. A disadvantage of remarketing is that advertisers cannot control how many times an ad is shown to an individual.
F
A webpage link profile is the number and types of internal links to other pages within a website.
F
An advertiser that bids the highest amount on a search keyword will always get the top spot on the SERP.
F
Because of the uncertainty of the user of a computer, Google does not allow for demographic-based ad targeting.
F
If Andy sees a search text ad but rather than click on the ad he types the URL into the address bar directly, then the advertiser is charged a reduced rate for the ad instead of the full ad rate.
F
If Chris submits a link to his website to a directory about camping that must be approved, it would be classified as an editorial link.
F
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.
F
In buying search ad space, advertisers are normally charged slightly more than the amount they bid on a keyword.
F
In general, it is wiser to focus on earning a high number of low quality links than a low number of high quality links.
F
In terms of search ads, advertisers are charged for impressions, not clicks.
F
Jennifer 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
F
Manual backlinks should always be avoided because search engines usually penalize websites for using manual link techniques.
F
Manual links are backlinks a webmaster places on his/her page because he likes the targeted webpage's content.
F
SEM stands for search engine manipulations.
F
Search engines bold any word in the ad title that matches a word an individual uses in the search phrase.
F
Search engines consider image-based links to be black-hat SEO methods.
F
Search engines consider internal links on a website to other pages within the site black-hat methods and normally penalize these links.
F
Search engines prefer the pay-per-click (PPC) advertising model over the cost-per-click (CPC) advertising model.
F
Search engines rank websites, not webpages.
F
The total number of backlinks pointing to a webpage determines 90% of the webpage's popularity score.
F
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
Form
With the cost-per-click (CPC) advertising model, search engines charge advertisers each time an ad
IS CLICKED
In a search text ad, the final URL is the actual URL where the searcher will be directed by the ad.
T
In addition to traditional text ads, Shoppings Ads, Google Maps Ads, and Call-only Ads are other search ads.
T
In planning a PPC search campaign, keywords with high search volume and low competition are ideal for getting the most traffic for the least amount of money.
T
Search ads that can display product images and prices in addition to text are
Shopping ads
A major advantage of online display advertising is that effectiveness of ads can be measured.
T
A webpage's popularity is determined by other webpages.
T
A website's homepage URL is also known at its root domain.
T
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.
T
AdWords, a method for companies to pay for search engine ad placements, was launched by Google in 2000.
T
Advertisers competing for the same space in a display network may be bidding using different methods of payment.
T
An effective display ad should attraction attention, communicate a value proposition, and invite some type of action.
T
An impression occurs every time an ad appears on a SERP, even if the searcher does not actually look at the ad.
T
An online advertiser looking to use banner advertising should identify its target audience so it can create more effective advertising campaigns.
T
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.
T
Based on the concept of Quality Score, an ad that is written well and seems to generate more clicks compared to other advertisers will receive a better ad position.
T
Because of their low quality, manufactured backlinks should be avoided.
T
Choosing the right keywords for a search text ad is critical to the success of any PPC ad campaign.
T
Click-through-rates (CTRs) tend to improve when the keyword being searched is contained in the search ad.
T
If Aaron submits a response on a blog and places a link to his website in the response it is classified as a manufactured link, assuming the link does not need approval of anyone.
T
A common thread in all calls to action is that they include
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
ad relevance
The top ad position on a SERP goes to the
advertiser with the highest Ad Rank
search engines consider link diversity a sign of organic, independent endorsements of a website's content
alternate text and headers
Ad Rank is defined by Google as the value that is used to determine
an ad's position on the SERP
A website's popularity is determined by
backlinks
An effective display ad must do all of the following, except
be matched with a keyword phrase
Ad Rank takes into consideration
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
brand name and past search ad purchases
If Sarah types into a search engine the keyword phrase "backyard patio ideas" she is likely a(n)
browser
If Amanda types into a search engine the keyword phrase "Wrangler cowgirl ultimate riding jeans" she is likely a(n)
buyer
The conversion rate would be the highest for keyword searches classified as
buyers
Display ad networks have all of the following characteristics, except display networks
charge publishers to run ads on their websites
Each time a person clicks on an ad on a SERP, it counts as a(n)
click
Jessica sees a search ad on her mobile phone for a restaurant. A button on the ad allows Jessica to click on the button and call the restaurant. This is a
click-to-call ad
If a keyword has low search volume in a campaign, the best strategy is to
consider the CPC and relevance of the landing page to determine if that keyword should be chosen
A reliable strategy for long-term off-site SEO success can be characterized as
consistent efforts to generate inbound links from reputable sites
All of the following are considered when determining Quality Score for a search keyword, except
conversion rate
The percentage of visitors to a website from a SERP who are converted is the
conversion rate
The percentage of visitors to a website who make a purchase is the
conversion rate
In preparing a PPC text ad all of the following should be included, except
dynamic keyword insertion (DKI)
Google, and other search engines, recalculate Quality Score for search ad bidding
each time an ad is considered for display for a particular keyword
Backlinks that are considered pure endorsements that will improve a webpage's ranking on any search engine is a(n) _____ link.
editorial
Links a webmaster puts on a page because he likes the page's content is classified as a(n) _____ link.
editorial
The first step in generating strong _____ backlinks to a site is to create content other websites consider valuable and worth linking to.
editorial
If an advertiser notices that display ad traffic from mobile devices is unprofitable, he/she should
either of the above
Backlinks one earns through direct effort, but require a third party to approve it is a(n) _____ link.
expertise
Hyper-focused display ad targeting has the disadvantage that
the volume of potential impressions may become too small to make the campaign worth running
Display ad traffic from mobile devices may appear to be unprofitable, but the ads might be profitable if
these visitors are purchasing later on another device
Of the following metrics used by search engines to determine a webpage's popularity, SEO experts believe the most important one is
total number of backlinks
The single thing that sets a website apart from the competition in terms of what it can provide to customers is called
unique value proposition
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 the same keywords
A website such as Lucky Brand can target each of the following with remarketing, except
visitors to Lucky Brand who have also visited a competing brand
Networking with other website owners can be beneficial to your website's rankings because
website owners are more likely to link to sites owned by people they know
"In-market audiences" is a method of targeting display ads to people based on
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
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.
If Cody's website sells exercise equipment, then a link from ____ is likely to be most valuable to Cody (if all of these sites have the same popularity).
www.fitnessblog.com
