Exam 3
A company's Ad Rank in a given search depends entirely on what the company bid for the keyword used in the search. a) True b) False
b
A phrase match, which entails an exact sequence of words enclosed in quotes, is the most precise keyword search method available. a) True b) False
b
A search engine determines rank on its results pages by: a) a vote of its users. b) proprietary algorithms. c) open source algorithms. d) counting the number of times the search terms appear on each page.
b
App designers should avoid using auto-detection of user location because consumers resent the invasion of privacy. a) True b) False
b
CPM represents the cost per __________ impressions. a) Million b) Thousand c) Hundred d) Multiple
b
Conversion means the same thing to all companies and to all departments within the company. a) True b) False
b
Conversion paths: a) only apply to very large websites. b) show how people move through a website. c) are the same for all market segments. d) explain why people leave a website.
b
Customer personas are the same as customer profiles. a) True b) False
b
Google's Ad Rank depends on: a) The highest keyword bid, the Quality Score, and the Rank Brain score. b) The CPC, the Quality Score, and the expected impact from extensions. c) The bid for each keyword, the relevance of the ad, and use of extensions. d) All of these are correct.
b
In the future, __________ might allow two friends to check out a selection of bowling balls even when the two friends are in different cities and neither one is near a store. a) beacons b) augmented reality c) RFID tags d) artificial intelligence
b
Instagram ad formats are essentially the same as Facebook's because: a) Google ad formats don't work on Instagram. b) Instagram is owned by Facebook. c) Instagram uses a follow-the-leader strategy. d) All of these are correct.
b
Location-based mobile marketing is: a) banned in the United States. b) accessible to small, local retailers. c) available from any web hosting service. d) All of these are correct.
b
Marietta opts into a Target app. When she enters a Target store, small Bluetooth devices scattered throughout the store send signals to her phone with personalized deals and information. This is an example of ______ technology. a) RFID. b) beacon. c) tag. d) alien.
b
Mobile content is MOST effective when it: a) consists primarily of images rather than text. b) resolves customers' problems. c) is funny and interesting. d) All of these are correct.
b
Once beacon technology is fully adopted, RFID tags will be obsolete. a) True b) False
b
Online search marketing and advertising revenue is: a) declining. b) increasing. c) remaining flat. d) fluctuating wildly.
b
Purchasing scenarios are: a) different from scenarios used in corporate strategy development. b) helpful to various departments in the company. c) developed by outside agencies to corporate specifications. d) more useful for outbound marketing than for inbound marketing efforts.
b
Qualifying sales leads means: a) determining which communications channel produced the lead. b) asking a standard set of questions to determine needs and budget. c) having a sales rep call the prospect. d) None of these is correct.
b
Reasons the lead generation and management process is important include: a) regulating the number of sales that are made. b) reducing the cost of sales. c) proving to management that marketing is showing results. d) All of these are correct.
b
Search engine optimization is a fairly straightforward activity that can be carried out by most webmasters. a) True b) False
b
Social platform advertising is too expensive for most small businesses. a) True b) False
b
The EDGAR Online case history showed that: a) it is not possible to increase the number of leads generated. b) a lead scoring system can increase the number of leads correctly classified. c) it is unlikely that the number of leads closed can be increased. d) sales-ready leads are not actually significantly better than non-sales-ready leads are
b
The process for placing a Facebook display ad involved: a) Choosing a format then using the Create Ad button to reveal the allowable format elements. b) Choosing a format then uploading text and images according to a basic format. c) Choosing a format and waiting for Facebook to approve the choice. d) All of these are correct.
b
The term "native advertising" means the same thing on blogs as it does on social media sites such as Facebook. a) True b) False
b
What is a true statement about the definition of conversion? a) Conversion simply means the sales lead making a purchase. b) The definition of conversion is likely to change for different teams involved in the process. c) It is not possible to define conversion. d) When firms fail, it is often because they have defined conversion incorrectly.
b
Which is a true statement about the B2B buy cycle? a) Most companies determine the type of buying cycle they use. b) The B2B buy cycle implies a process with multiple participants that occurs over time. c) The B2B buy cycle applies only to large manufacturing corporations. d) All of these are correct.
b
Which of the following is a true statement about the cost of lead generation programs? a) It costs about the same to generate a B2C lead as it does to generate a B2B lead. b) Leads generated by inbound marketing are generally less expensive. c) Most B2B companies can generate leads at about the same cost. d) All of these statements are true.
b
Why doesn't Instagram have an explicit native advertising option? a) Because picture-based native advertising is unethical. b) Because any ad on Instagram is inherently native due to the uniqueness of the platform. c) Because all native advertising on Instagram is automatically routed through Facebook. d) Because research conducted by Instagram showed that native advertising wasn't profitable on that platform.
b
Why is it unwise for search marketers to ignore mobile search? a) Mobile search and desktop search are nearly identical, so expanding into mobile search when you have already mastered desktop search requires trivial effort for a lot of gain. b) Mobile search is outpacing desktop search. c) A foothold in the mobile search space offers leverage in the keyword bidding process. d) All of these are correct.
b
________ is the development of web pages in a manner that is friendly to search engine spiders. a) SEP b) SEO c) SEM d) PPC
b
Internet users frequently use search engines to: a) find their way around the web. b) compare prices on products. c) get specific content they want. d) avoid seeing commercials.
c
Search engine results produced by a search engine's algorithm when indexing unpaid submissions is called: a) search engine optimization. b) paid search. c) organic search. d) local search.
c
Testing landing pages: a) rarely results in improvements in the lead generation and conversion process. b) takes extensive time and cost that is beyond the resources of most corporations. c) can produce measurable improvements in the lead generation and management process. d) can backfire if the QA team doesn't come up with the correct use cases.
c
The primary motivation behind expanded text ads was to: a) offer a cheaper advertising option for small businesses. b) optimize the ads for laptops. c) optimize the ads for mobile devices. d) All of these are correct.
c
Vladimir is tasked with designing a mobile website for his company. Since the company already has a website, he uses responsive technology to transform the existing site into a mobile one. He then makes sure that all of the content on the mobile site is short and minimalistic to encourage faster loading times. Some parts of the site need to be zoomed out while others need to be zoomed in, and the site is designed so that users can pinch the screen to change between the two. Finally, several geolocation technologies are integrated into the mobile site. Which of the following BEST describes a strategic error in Vladimir's website design? a) Vladimir shouldn't have sacrificed richer content for faster loading times. b) Vladimir shouldn't have incorporated location-specific information into the site. c) Vladimir shouldn't have depended on the site's users to do any pinching. d) Vladimir should have made the mobile site from scratch instead of converting a desktop site.
c
Natural and organic search results are synonymous terms. a) True b) False
A
A Flash page is a bad idea because it: a) inhibits a crawler's ability to index the site. b) is hard to design. c) confuses people. d) is tacky beyond all belief.
a
A __________ is a list of sites arranged by category. a) directory. b) paid placement. c) search engine. d) Spider
a
Advertisers who use AdWords only pay when someone clicks on the ad. a) True b) False
a
Customer personas: a) are used to breathe life into the data of customer profiles. b) are only used in B2B marketing. c) can only be used by the marketing department. d) can only be used by the sales department.
a
Each of the following is a factor that affects a company's Ad Rank EXCEPT the: a) amount of the flat fee paid to Google for using the AdWords platform. b) bid for each keyword. c) relevance of the ad and website links to the user who performed the search. d) expected impact from ad extensions.
a
For which of the following businesses would a Click to Call ad make the most sense? a) A restaurant. b) An online shoe retailer. c) A bowling alley. d) A video game developer.
a
Inbound marketing includes: a) content marketing. b) television advertising c) direct mail promotions. d) online advertising.
a
Mobile users spend the majority of their time on apps, not on the web. a) True b) False
a
Pay-per-Click (PPC) and cost-per-click (CPC) advertising refer to the same thing. a) True b) False
a
The objective of keyword bidding is to: a) get the best ranking for the lowest cost. b) limit the amount of money the firm spends on search marketing. c) always be ranked first. d) obtain the most profitable domain name.
a
The search engine responsible for the most searches is: a) Google. b) Yahoo! c) Ask Jeeves. d) Bing.
a
What is the primary driver of the growth of paid search? a) Mobile technology. b) Desktop technology. c) Successful self-promotion on the part of Google and Facebook. d) Economic recession.
a
What mechanism does Google use to sell AdWords keywords? a) Bidding. b) First-in-first-out (FIFO). c) Last-in-first-out (LIFO). d) Lottery
a
What value does contextual advertising bring to marketers? a) It refines how display ads are targeted based on the way the user runs the search. b) It is cheaper than the other forms of paid search. c) It allows display ads to appear in paid search while bypassing the AdWords auction process. d) All of these are correct.
a
When converting a desktop site to a mobile site, which of the following is the MOST important objective? a) Keep things simple. b) Don't lose content. c) Don't lose user interface elements. d) Segment content via interstitials.
a
Which do managers see as MOST important? a) Generating high quality leads b) Generating a large quantity of leads c) Creating a relationship with people who might become leads at a later date d) All of these are of equal importance.
a
Which is part of a lead distribution process? a) Passing on sales-ready leads to the sales force b) Discarding leads that are not sales ready c) Continuing to contact leads that do not meet qualifying criteria d) All of these are correct.
a
Which of the following elements should NOT be included in a mobile marketing campaign? a) Long headlines that clearly explain what the viewer is about to open. b) Bold colors and minimalistic visuals. c) Clickable phone numbers and maps. d) Data collection and analysis tools.
a
Which of the following is NOT a priority to users of retail apps? a) Three or more notifications per store visit. b) The ability to get things done in just a few steps. c) Price checking. d) The ability to earn loyalty points by using the apps.
a
Which of the following is a true statement about mobile payments? a) United States consumers have been reticent to adopt mobile payments. b) Mobile payments have taken off in the U.S., but not elsewhere. c) After a spurt of initial enthusiasm, adoption of mobile payments has slowed in recent years. d) About half of U.S. mobile users take advantage of mobile payments.
a
________ is the term used to describe the process of creating customer demand beginning with awareness and continuing through customer development. a) Demand generation b) Content marketing c) Lead generation d) Inbound marketing
a
What is the strategic purpose of a geo-fence? a) To send different ads to different countries. b) To target mobile users of a certain demographic with products that are relevant to that demographic. c) To target mobile users within a virtual perimeter with localized advertising. d) To convert the costs of advertising products into local currencies.
c
Where do "organic" or "natural" search rankings appear on a search results page? a) At the bottom of the page b) At the far right of the page c) To the left underneath the paid search terms d) Nowhere; the user has to click to the next page to get past the paid search terms first
c
Which of the following is NOT a meta tag? a) keywords b) Title c) Search d) description
c
Which of the following is NOT a strategic mistake in designing a mobile app? a) A lack of filters and sorting options. b) A search bar that is tucked away. c) Clickable phone numbers and maps. d) Data collection and analysis tools.
c
Which type of advertising comprises the greatest share of global ad spending? a) Mobile. b) Desktop. c) TV. d) Radio.
c
Why is search marketing so important to advertisers? a) Advertisers know that if they don't appear on the front page of search results, their competitors will. b) It is cheaper than any other form of advertising. c) It allows them to connect with consumers right when the consumers are interested in a purchase. d) All of these are correct.
c
Why is the linear design of listicles a poor fit for mobile browsing? a) The listicles don't have enough images. b) The listicles aren't entertaining enough. c) The listicles take too long to load. d) All of these are correct.
c
________ is the set of techniques designed to make web pages rank highly on search engine result pages. a) SAS b) SEO c) SEM d) PPC
c
________ is the term used for distributing items as widely as possible on the web and taking steps to ensure that they can be found by prospective customers. a) Inbound marketing b) Buying cycle c) Content marketing d) Outbound marketing
c
Among the elements that can downgrade a page's rank on the search engines are: a) photographs. b) flash pages. c) links from sites with questionable or irrelevant content. d) All of these are correct.
d
Each of the following is true of vertical search EXCEPT it: a) reduces extraneous results. b) attempts to guess user intent. c) can ask questions more quickly. d) collects data from the user to tailor the results of future searches.
d
How does advertising typically evolve on social media platforms? a) Platforms offer some form of promoted content and stop there. b) Platforms try to resist the influence of advertising but eventually cave when the opportunity proves too lucrative. c) Platforms offer as many advertising formats as they can think of and then keep the ones that work. d) Platforms begin by monetizing whatever the content of their platform is
d
Sources of inbound marketing sales leads include: a) sales leads purchased from marketing agencies. b) cold calling by the field sales force. c) mass mailings. d) None of these is correct.
d
The basic marketing strategies include: a) customer value growth. b) customer conversion. c) customer retention. d) All of these are correct.
d
When is it a good idea to employ a paid search campaign to determine which keywords should be used to optimize the site? a) Before developing an organic search campaign. b) While developing an organic search campaign. c) After developing an organic search campaign. d) All of these are correct.
d
Which of the following best describes the relationship between search and social media? a) Search marketing and social media marketing are distinct skillsets with little overlap. b) The best-performing companies use natural search marketing and don't rely on social media as a crutch. c) Because search marketing requires an understanding of complex math and algorithms while social media marketing doesn't, digital marketers typically start out in social media marketing and the most talented ones eventually graduate to search marketing. d) Search marketers are very interested in social media simply because consumers are on social media.
d
Which of the following factors affects the profitability of a paid search advertisement? a) How many clicks it gets b) What the cost per click is. c) How much revenue the ad yields. d) All of these are correct.
d
Which of the following features is the primary reason so many businesses choose to advertise on Facebook? a) Superior analytics. b) Excellent mobile UX. c) Promoted posts. d) Precise audience targeting options.
d
Which of the following is a true statement about mobile use and the customer purchase journey? a) Most smartphone users employ their phones exclusively for short-term goals. b) Because people generally search for what they already know, most smartphone users don't discover new brands while searching on their phones. c) Most customers who search for local products and services on their phones make a purchase 2-3 days later. d) Ease of finding useful information is more important to customers than brand familiarity is.
d
Which of the following is a true statement about the mobile landscape? a) A mobile-first mindset is central to how most firms operate today. b) For most companies, mobile activities are not seen as central to the overall business or how it engages with customers. c) About half of today's businesses have adopted a mobile-first mindset. d) It is becoming more difficult for a business to survive without making mobile activities a cornerstone of its interactions with potential customers.
d
Which of the following is an application of search engine marketing? a) lead generation b) driving traffic to websites c) providing content d) All of these are correct
d
Which part of the screen do most mobile users focus on? a) The left. b) The right. c) The bottom. d) The top.
d
Why don't many organizations engage in lead optimization? a) Optimizing the lead process is an issue that is easy to ignore. b) Efforts to maximize one team's performance can hurt performance in other areas c) Implementing an optimized process requires postponing ROI. d) All of these are correct.
d