MKTG exam 2 quiz questions
A website that sells 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? a. Add the word "cheap" to its negative keyword list b. Use only exact match in its keyword lists c. Change any phrase match keywords to broad match keywords d. Change exact match keywords to phrase match keywords
Add the word "cheap" to its negative keyword list
Instagram can be a top social platform for generating first-time customers because: a. Posts from corporate entities are not handicapped heavily on Instagram b. Companies can use Instagram influencers to reach potential customers c. Both posts from corporate entities are not handicapped heavily on Instagram AND companies can use Instagram influencers to reach potential customers d. None of these are correct
Both posts from corporate entities are not handicapped heavily on Instagram AND companies can use Instagram influencers to reach potential customers
Return on Advertising Spend (ROAS) cannot be calculated within a Google Ads account unless: a. Conversion tracking is set up properly in analytics (or Tag Manager) and connected to the Google Ads account b. The advertiser spends a minimum of $250 per week on search ads c. The advertiser has achieved at least 50 conversions within the past month d. The advertiser has a six month history with Google Ads
Conversion tracking is set up properly in analytics (or Tag Manager) and connected to the Google Ads account
If I write five headlines for a Responsive search ad, which headlines will show up in the ad? a. Every ad impression will include a subset of the headlines, but all five headlines will be selected from b. Only the first two headlines c. Sometimes the first two headlines will be displayed and sometimes the first three headlines will be displayed d. Only the best-written headlines will be shown
Every ad impression will include a subset of the headlines, but all five headlines will be selected from
In what way is the final URL the most important part of a search ad? a. The final URL is bolded for users, so it most readily entices a click b. Quality score is calculated based exclusively on the final URL c. If the final URL is wrong, searchers cannot reach the website properly d. As the longest part of the search ad, it takes up the most space
If the final URL is wrong, searchers cannot reach the website properly
If a company's social media followers exhibit greater purchase frequency than non-followers, this could be a sign that the company's social media efforts are producing good results. Alternately, it may only reflect the fact that: a. More loyal customers are more likely to follow the company on social media b. The company's analytics are not properly installed c. The social media platform is exaggerating its own performance d. The indirect effect of social media is more dramatic than the direct effect
More loyal customers are more likely to follow the company on social media
Why is the engagement of social media followers more important than the number of followers? a. Seeing a company's posts cannot positively affect customers unless they also click the Like button b. Most social media platforms do not show company content to followers who are not highly engaged c. Having a large number of unengaged followers decreases SEO rankings d. Having a large number of unengaged followers suppresses earned media
Most social media platforms do not show company content to followers who are not highly engaged
What led to a thriving ecosystem of influencers on Instagram? a. Instagram actively recruited influencers early on b. Paid advertisements came relatively late to Instagram c. Instagram was programmed to allow influencers to avoid FTC compliance d. Influencers contribute a fixed percentage of their earnings to Instagram
Paid advertisements came relatively late to Instagram
In addition to posts from friends and paid-for advertisements, what other two types of content are found in a Facebook News Feed (though with much lower frequency)? a. Posts from Liked pages and actions from friends b. News articles and event notices c. Live video and pre-recorded video d. Mobile application download suggestions and financial advice
Posts from Liked pages and actions from friends
An experiment at eBay showed that advertising on brand keywords (searches that included "eBay") were not profitable because: a. eBay's analytics showed that the ROAS was low b. Searchers clicked the organic listing when the advertised listing was not available c. Brand keywords are especially expensive on search engines d. Search advertisements generated almost no clicks
Searchers clicked the organic listing when the advertised listing was not available
Social listening usually entails (1) scraping all public mentions of a company on social media, (2) coding those mentions as positive, negative, or neutral, and (3): a. Monetizing this information b. Summarizing average sentiment about the company c. Responding to all social media statements with a form letter d. Making excuses for negative statements
Summarizing average sentiment about the company
Twitter consumption is fast-paced because of the short nature of tweets. Pinterest consumption is even faster-paced because: a. The Pinterest feed automatically scrolls b. Pins disappear after only five seconds on the screen c. The Pinterest feed shows multiple columns of images d. Columns are organized by topic
The Pinterest feed shows multiple columns of images
On Twitter, Partner Audiences allow advertisers to target potential customers based on behaviors that occur outside Twitter. How does Twitter get this information? a. The Twitter app hacks this information from other apps on the user's phone b. Twitter has partnered with third-party data providers to access this information c. Twitter users voluntarily provide this information when they register with Twitter d. Twitter partners with governments to access this information from census data
Twitter has partnered with third-party data providers to access this information
On Facebook, custom audiences allows advertisers to: a. Create target audiences from the typical targeting methods and then save these audiences as a custom audience b. Use demographics in combination with interests to customize their audience targeting c. Customize the ad content to match each user's interests d. Upload email addresses of current customers and target users with similar characteristics
Upload email addresses of current customers and target users with similar characteristics
Posting on a company's social media profiles can improve company profit by: a. Facilitating purchases from first-time customers b. Increasing loyalty of past and current customers c. Improving SEO and thereby facilitating first-time customer purchases d. All of these are correct
all of these are correct
What advantage does a social network have over a display network for paid advertising? a. Social media networks typically have more intimate knowledge of their users' interests b. Ads on social media command more attention than banner ads on a display network c. Ads on social media provide a great number of engagement options d. All of these are correct
all of these are correct
Measuring the average sentiment expressed about a company on social media platforms may not be a good reflection of the company's performance because: a. Some industries generate a generally high level of negative posting regardless of their performance b. Sentiment coding on social platforms is sometimes inaccurate c. Both some industries generate a generally high level of negative posting regardless of their performance AND sentiment coding on social platforms is sometimes inaccurate d. None of these are correct
both some industries generate a generally high level of negative posting regardless of their performance AND sentiment coding on social platforms is sometimes inaccurate
Which type of YouTube ad lasts exactly six seconds? a. Overlay ads b. Skippable video ads c. Long, non-skippable video ads d. Bumper ads
bumper ads
Which of the following is NOT a payment method for advertising on Pinterest? a. Cost per engagement (CPE) b. Cost per click (CPC) c. Cost per video view (CPV) d. Cost per mille (CPM)
cost per engagement (CPE)
Curated social media content refers to content that: a. Is created by a company for its own social media profiles b. Is created by two or more companies in a partnership c. Is collected from a variety of other content creators d. Was first posted more than one year earlier and is being posted a second time
is collected from a variety of other content creators
Which platform has an advertisement type that is most similar to email marketing? a. Twitter b. Pinterest c. LinkedIn d. Snapchat
The purpose of hashtags is to: a. Make posts (tweets) searchable b. Add humorous commentary to a post c. Exceed the 280-character limit d. Replace the need for images
make posts (tweets) searchable
Which of the following is NOT used when calculating an ad's Quality Score? a. Expected CTR b. Ad relevance c. Landing page experience d. Organic search ranking
organic search ranking
The three match types vary in how close the search phrase and the keyword have to be in order to trigger the ad. Which match type is in the middle (not the closest but not the furthest)? a. Exact match b. Precise match c. Broad match d. Phrase match
phrase match
Which of the following is NOT a match type for selecting search ad targets? a. Precise match b. Phrase match c. Broad match d. Exact match
precise match
Which of the following is NOT recommended to be shown in a search ad? a. Reference to competitors b. Keywords c. Unique value proposition d. Call to action
reference to competitors
Which of the following steps is NOT a part of the social media plan? a. Register the company on all social platforms b. Determine the objective c. Plan the content d. Measure success
register the company on all social platforms
An ad's location, bid strategy, daily budget, ad extensions, and more are all determined at what level within the Google Ads account? a. The campaign level b. The ad group level c. The ad level d. The keyword level
the campaign level
In the original EdgeRank formula, affinity score referred to: a. Users' tendency to watch videos or Like image posts b. Users' frequency of logging in to Facebook c. Users' liking of public versus private posts d. Users' liking of the friend or page making the post
users' liking of the friend or page making the post
Creating a post with a discount for a product is an example of providing: a. Utilitarian value b. Entertainment value c. Social value d. Identity value
utilitarian value
