MKT 3308 Final Exam
The upper fold of a webpage should answer the questions, "What are you offering?" "Why should I pick you?" and
"What do you want me to do next?"
Suppose I send an email with the following characteristics: 25% open rate; 5% click-through rate (calculated from total delivered emails); 20% conversion rate; $100 average order value. How much revenue can I expect this email to generate if I send it out to my entire email list of 1000 members?
$1000
An advertiser bids $10 CPM, achieves a 1% CTR and achieves a 5% conversion rate. What would an equivalent CPA bid for this advertiser be?
$20
An advertiser wants to show search ads to people searching for running shoes. She wants her ad to show only for searches who use "running" or a close variant, but she wants to allow for broader matching to "shoes".
+running shoes
Which of the following developments will make consumers more tolerant of notification-based advertising
Ad targeting will improve so that only informative and welcome notifications will be sent
On which of the following dimensions are mobile users equal to desktop users?
Effectiveness of video
Why is a high bounce back rate a negative signal of a webpage's quality?
Because this behavior indicates that the searcher did not like what they saw or find what they were looking for
The primary conversion for a lead generation site is
Both a phone call and a form fill
If I pay to advertise on Google's ad and notice a low conversion rate from mobile users despite having a mobile-optimized website, it is likely that
Both options
Which type of Youtube ad lasts exactly 6 sec?
Bumper ads
In what way is the Final URL the most important part of a search ad?
If the final URL is wrong, searches cannot reach the website properly
What is the anchor text of this link: <a href="http://jane.com">Fashion deals</a>
Fashion deals
One way to use an email list segmentation scheme is to send certain emails only to specific segments. Another way is to
Send emails to the whole list while changing parts of the content to match segment characteristics
A double opt-in email capture practice is one that
Sends an email to confirm the customers desire to be on email list
A transactional email is
Sent to an individual to update him/her about a purchase
The accelerated mobile project is trying to address what shortcoming of mobile devices?
Slow loading of webpages
Which of the following is NOT an example of direct traffic?
Someone types the name of a website into a search bar and
Why is the engagement of social media followers more important than the number of followers?
Most social media platforms do not show co content to followers who are not highly engaged.
An advertiser on Pinterest who wants to drive as much traffic as possible to his/her website should use what type of ad?
One-tap pins
Which of the following is NOT used when calculating an ad's Quality Score?
Organic search ranking
What led to a thriving ecosystem of influencers on Instragram?
Paid ads came relatively late to Instragram
Two competing websites have the same number of link. Website A received all of its from January 2016 to the present. Which website is likely to rank higher today for a search that is equally relevant to both sites?
Website B, because it has higher link freshness
During what time of day should emails be sent?
When response rate is highest
An editorial link is
a link created voluntarily by another website owner because he/she values the website's content
Including the word "maternity" in the alt text and file name of several images on the maternity category page of Jane.com will improve the page's relevance score for searches using the word "maternity". What other benefit can result from this?
The images are more likely to show up on image searches that use "maternity"
You have a website that sells widgets, and you have a category page specifically for blue widgets. After some extensive outreach efforts, you are able to gain 100 links to your blue widgets category page, but no links to your homepage. How will these new links affect the rankings of your homepage on relevant searches?
They will improve homepage rankings
How can credit card numbers and other sensitive information be transferred across the internet without third parties seeing it (and stealing it)?
Transport layer security encrypts sensitive information
Targeting consumers based on their location is not as effective as targeting them based on their location and
both past behavior and timing
On Twitter, Partner Audiences allow advertisers to target potential customers based on behaviors that occur outside Twitter. How does Twitter get this info?
Twitter has partnered w/third party data providers to access this info
Which of the following is NOT a principle of Steve Krug's design for usability paradigm?
Use complementary colors
The most reliable way to measure advertising effectiveness is to
conduct a carefully-controlled experiment
In determining what content to show users, Facebook uses all of the following EXCEPT
gender
An analytics package records all of the following information from visitors EXCEPT
hard disk space of the computer
Jane.com sells clothing and accessories. They want their line of maternity clothing to show up on searches that include 'maternity'. What should the URL for the maternity category page be?
https://jane.com/maternity
Content marketing differs from advertising in that
content marketing is meant to entice readership/viewership on its own merits
When conducting an A/B test to improve a webpage's design, the measure that should be used to determine which page is better is usually (but not always)
conversion rate
Return on Advertising Spend (ROAS) can't be calculated within an AdWords account unless
conversion tracking is set up properly in analytics (or Tag Manager) and connected to the AdWords account
On FB, custom audiences allows advertisers to
upload email addresses of current customers and target users w/similar characteristics
Dynamic remarking ads
use diff ad content across targets
In web design, what is more important than website's visual appeal is
whether it generates a high conversion rate
The purpose of hashtags
make posts (tweets) searchable
Mobile users engage in more "snacking" than desktop users. This means that
mobile users have shorter, more frequent usage sessions
If a co's social media followers exhibit greater purchase frequency than non-followers, this could be a sign that the co's social media efforts are producing good results. Alternately, it may only reflect that
more loyal cust are likely to follow the co on social media
Which of the following is NOT recc to be shown in search ad?
reference to competitors
A company wishing to rank for local searches should first
register and verify its business with Google's My Business
A low conversion rate can be caused by all of the following EXCEPT
overly responsive design
Instragram can be a top social platform for generating first-time customers even though it has a huge downside in that
posts cannot include links to external content
In add to posts from friends and paid-for advertisements, what other types of content are found in a Facebook News Feed (w/much lower frequency)
posts from Liked pages and actions from friends
Good display ad copy does everything EXCEPT
pre-convert the consumer
Which of the following is NOT a match type for selecting search ad targets?
precise match
Online retailers can and should encourage every customer to sign up for regular emails from the retailer. In order to avoid spam filters, the retailer should
provide a check box that is unchecked by default during the checkout process for customers to sign up for emails
All of the following activities are more difficult on a mobile device than on a desktop computer EXCEPT
scrolling
"Long tail keywords" are
search terms with lower volume than
An expirement at eBay showed that advertising on branded keywords (searches that include "eBay") were not profitable because
searchers clicked the organic listing when the advertised listing was not available
Social listening usually entails 1- scraping all public mentions of a co on social media, 2-coding those mentions as pos, neg, or neutral, and 3
summarizing average sentiment about the co
Of 500 sessions that occurred on a website during a one-week period, 200 of them started on the homepage; 100 of these 200 sessions saw only the homepage before leaving the site. Of the 300 sessions that started on other pages, 100 of them consisted of only one pageview. Which is higher: the site bounce rate or the homepage's bounce rate?
the homepage's bounce rate
Even a highly relevant keyword may not be worth pursuing in your SEO if
the keyword has no traffic
If your website ranks 1, 9, 98, and 112 for four different keywords, on which keyword should your website first target SEO efforts?
the keyword on which your site ranks #9
The "upper fold" is
the portion of a webpage that is visible without scrolling down.
"Analysis paralysis" occurs when
the sheer volume of data overwhelms a manager and causes inaction
The benefit of keyword mapping is
All of these options
What advantage does a social network have over a display for paid advertising
all of these options
When a consumer clicks on a display ad, the landing page should match the ad's
all of these options
Which of the following steps is NOT a part of the social media plan?
Register the co on all social platforms
During a one-week period, a website had 3,000 total pageviews from 500 sessions. What is the sit's average page depth?
3,000/500 = 6
Of 500 sessions that occurred on a website during a one-week period, 200 of them started on the homepage; 100 of these 200 sessions saw only the homepage before leaving the site. Of the 300 sessions that started on other pages, 100 of them consisted of only one pageview. What is the homepage's entrance rate?
40%
A lead generation website received 1000 visitors, gained 80 leads, and booked with 20 of those leads. What is the conversion rate and what is the close rate?
8%; 25%
If I run a retail website that sells sports equipment and I send a broadcast email to my email list advertising a 15% discount on ski helmets, then a user who clicks on the email should be taken to
A dedicated landing page showing ski helmets with a 15% markdown
Effective emergency response to negative publicity includes
A timely response
Two advertisers achieve the same %1 CTR on their ads. Advertiser A bids $10 CPM while Adv B bids $1.50 CPC. Which adv will be awarded more impressions from the ad network?
Adv B cause his/her bids are expected to earn the ad network more money
Online Reputation Management is the practice of
All of the above
Sites that frequently rank negative content about brands online include
All of the above
The AIDA model states that the process of creating a customer follows these four steps:
Awareness --> Interest --> Desire --> Action
Measuring the average sentiment expressed about a co on social media platforms may not be a good reflection of the co's performance cause
Both
Which of the following is NOT an aspect of successful websites?
Create captivating design
In order to rank lots of positive content about your brand on the SERPs for your brand it was wise to
Create lots of positive content on a variety of sites that discuss its brand as a main topic and add value to the web so it can outrank the negative content
A retail website that wants to track its conversion rate should set up what type of goal?
Destination
Which of the following is NOT a dynamic language?
HTML
Positive content is more likely to rank online if
It has a large number of links from reputable, powerful sites that also mention that branded keywords you wish to rank for
The Mobile First design philosophy advocates for designing the mobile first because
It is easier to adapt for display on a desktop computer AND mobile traffic has more volume than desktop traffic
Which platform has an advertisement type that is most similar to email marketing?
Why is receiving 100 lings from 10 diff websites better than receiving 100 links from the same website?
Links from 10 websites mean a higher link diversity than links from one website
Which of the following is a valid use of browser Bluetooth for a large retailer like Target or Walmart?
Providing location-based info to shoppers
A website that sells wedding dresses targets ads to 1- women 2- ages 22 - 35 3- actively searching for a wedding dress 4-with an interest in fashion 5 - in the top 10% of income 6 - within the greater Denver area. What is the major downside of this targeting?
The audience will be so small that the ads are not likely to generate a large volume
I place the following link on my website: <a rel="nofollow" href='http://janecom'>Fashion deals</a>. ow will this link be treated differently by the searches engines?
The link will not pass link authority to jane.com
URL is an acronym for:
Uniform Resource Locator
A website that sells software made 100 sales of $200 each from 2000 sessions (for a total of $20000 in revenue and profit--the marginal cost of these sales was $0.) The average cost to generate each session was $5 (the traffic came from a paid advertising campaign). Were these 2000 sessions profitable?
Yes
What enables a website to recognize a computer as a return visitor (as opposed to a first-time visitor)?
a cookie
NSAMCWADLP means that whenever you create an online marketing campaign, you should also create
a dedicated landing page designed specifically for that campaign
When a member of our email list clicks an unsubscribe button, they should be taken to
a page that unsubscribes the user but allows them to stay subscribed to a smaller portion of emails and/or asks the reason for unsubscribing
A banner ad for Netflix should lead people to what kind of landing page?
a subscription landing page
Oli Gardner's principle of clarity has been violated if
a visitor has no idea where a link leads
A website that sell high-end ties notices that its ads are showing up for searches that include "cheap". Because its ties are expensive, it does not want its ads to show up for searchers using the word "cheap". What should this advertiser do?
add the word "cheap" to its negative keyword list
Posting on a company's social media profiles can improve co profit by
all of these options
A commuter's evening routine is very rigid except for Fri evenings, when she often makes extra stops for shopping on the way home. Advertisers would most likely find success if they targeted her within advertisements
at the beginning of her evening commute.
The three broad methods of display ad targeting on Google's display network are
audiences, demos, content
Organic search results are typically displayed
below the paid ads
To conduct an A/B test on ad copy, an advertiser merely has to
create multiple ads in an ad group
A single-purpose landing
directs visitors to one (and usually only one) possible action
Sending out press releases to entice news organizations to do a story about a company can result in links from these news organizations' websites. These links would be considered
editorial links
Showing the same advertisement too many times to the same person can annoy consumers, and in addition is less effective than showing ads fewer times to more people. To avoid showing the same ad 10 or more times to the same person, advertisers engaging in remarketing should
employ frequency caps
Advertisers on a display network can pay through each of the following methods EXCEPT
flat fee
I do a search for "restaurants near me" and I see an ad for a local Thai rest only if I am within 400 meters of the rest's location. This is called
geo-fencing
When a shopper puts an item in their online shopping cart, Amazon recommends add-on products to
increase revenue
Curated social media content refers to content that
is collected from a variety of other content creators
Unpaid referral is traffic that comes from
links from other websites that are not paid for
Writing a blog post for someone else's blog and including links to one's own site would give a website what kind of links?
manual links
Twitter consumption is fast-paced because of the short nature of tweets. Pinterest consumption is even faster-paced because
the Pinterest feed shows multiple columns of images
An ad's location, bid strategy, daily budget, ad extensions, and more are all determined at what level within the AdWords account?
the campaign level
To determine whether a new ad copy is better at attracting attention, an advertiser should conduct an A/B test and measure
the click-through rate
A major advantage of creating content specifically with the goal of ranking well for a popular search phrase is that
the content will have built-in distribution
For a search engine, "relevance" refers to
the extent to which a webpage's content matches the searcher's query
Creating a post w/a discount for a product is an example of providing
utilitarian value
