MKT 350 comprehensive quiz
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". Which keyword will accomplish this
"+running shoes"
How did the zoo connect their story strategy for Fiona with the community?
#teamfiona
In a PPC text ad, it is best practice to include which of the following:
-UVP -Call-to-action -Keywords pertaining to the ad group -all of the above (answer)
Setting up filters in Google Analytics will remove everything EXCEPT:
-admin views -cookies (answer) -referrer spam -spiders and bots
KPIs for a retail site would include all of these EXCEPT:
-average order value -revenue per visitor -page rank (answer) -visits -conversion rate
Which of the following is NOT a principle of Steve Krug's design for usability paradigm?
-eliminate distractions -follow website conventions -make it obvious what's clickable -use sans serif font (answer)
Which of the following is NOT a match type for selecting search ad targets?
-exact match -precise match (answer) -phrase match -broad match
Which of the following is NOT a constraint of mobile devices compared to a desktop or laptop computer
-fingertips are less precise than mouse icons making clicking on content more difficult -it is more difficult to type on a mobile device -mobile devices typically load websites more slowly -mobile devices make scrolling more difficult (answer)
If your goal is building brand awareness, ensure your content and marketing goals are
-increase the number of email addresses collected -looking to expand time spent on page -looking to expand your reach -increase the number of visitors to a page -all of these (answer)
Single product landing pages should include all of the following except:
-links, images, and information about other products (answer) -product images -call to action -familiar color scheme and logo
A low conversion rate can be caused by all of the following EXCEPT:
-poor audience selection -overly responsive design (answer) -poor web design -technical glitches
Which of the following is NOT recommended to be shown in a search ad?
-reference to competitors (answer) -unique value proposition -call to action -keywords
An analytics package records all of the following information from visitors, EXCEPT:
-the timing of the visit/click -browser being used -location of the visitor -hard disk space of the computer
With an average CPC of $2.00, how high does the conversion rate need to be in order to reach a goal CPA of $20?
10%?
During a one-week period, a website had 3,000 total pageviews from 500 sessions. What is the site's average page depth?
3,000/500 = 6
A lead generation website received 1,000 visitors, gained 80 leads, and booked jobs with 20 of those leads. What is the conversion rate and what is the close rate?
8%; 25%
How often does Google recalculate Quality Score?
Each time an ad is considered for display for a particular keyword
Which of the following programming languages is a static, client-side language (as opposed to a dynamic server-side language)
HTML
Web browsers process which of the following languages?
HTML (not PHP, Java, or Perl)
What does a cookie do?
It identifies the requesting computer to the server
How does analytics track the identity of a computer?
It places a cookie on each computer that visits the site
Ad Rank takes into consideration:
Keyword Bid and Quality Score
NSAMCWADLP is an acronym for
Never start a marketing campaign without a dedicated landing page
Which of the following best describes Oil Garnder's principle of continuance?
Once a user has completed a target action, the user knows the action is done and is encouraged to take additional action
The 2012 New York Times article "How Companies Learn Your Secrets" a statistician figured out a way to identify pregnancy consumers by their buying patterns. Which retail giant benefited from this information in this classic case?
Target
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 searchers using the word 'maternity'. What other benefits can result from this?
The images are more likely to show up on image searches that use 'maternity'
The "Why" question of the three questions of design framework is
Why should I pick you?
Lego manufacturers created the Lego movies, which boost sales of its play sets. Are these movies content marketing?
Yes
An editorial link is
a link created voluntarily by another website owner because he/she values the website's content
Unpaid search traffic comes when
a user clicks on an organic search result
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?
add the word "cheap" to its negative keyword list
The Second-price auction model:
allows the highest bidder to pay only a penny more than the second highest bidder
To track the number of video views on my site, I would set up a(n) ____ goal.
an event
What is an infographic?
an infographic is a collection of imagery, charts, numbers and minimal text that gives an easy-to-understand overview of the topic, communicating information quickly and clearly, used in both web and print-based communcations
A trust symbol is
any symbol, icon, image or short statement communication to the user that the site is legitimate
The title tag of a webpage appears
at the top of the browser and on the SERP (search engine results page)
Organic search results are typically displayed
below the paid ads
The most reliable way to measure advertising effectiveness is to
conduct a carefully-controlled experiment
A reliable strategy for long-term off-site SEO success can be characterized as
consistent efforts to generate inbound links from reputable sites
Content marketing differs from advertising in that
content marketing is meant to entice readership/viewership on its own merits
Return on Advertising Spent (ROAS) cannot be calculated within an Google Ads account unless
conversion tracking is set up properly in analytics (or tag manager) and are connected to the Google Ads account
To conduct an A/B test on ad copy, an advertiser merely has to
create multiple ads in an ad group
The three steps to content marketing are
creation, distribution, and conversion
A brand-new website should NOT choose target keywords based on
current ranking
A retail website that wants to track its conversion rate should set up what type of goal?
destination
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
A website's popularity is determined by
external inbound links
What is the anchor text of this link: <a href="http://jane.com">Fashion deals</a>?
fashion deals
In the TEDTalk in week 3, David McCandless reports that data visualization is the presentation of data in a pictorial or graphical format, enabling decision makers to see analytics presented visually, so they can
grasp difficult concepts, identify new patterns, and communicate those trends
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
What has been the most beneficial upgrade for the Cincinnati Zoo regarding digital marketing, according to their VP of Marketing?
increasing wi-fi access
"Keyword stuffing" means
inserting keyword phrases too often in your main content page; search engines can now guard against this black-hat practice
Why is receiving 100 links from 10 different websites better than receiving 100 links from the same website?
links from 10 websites mean a higher link diversity than links from one website
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
Which of the following should go in the upper fold of a lead generation landing page?
phone number
Fingertips are less precise than mouses for clicking on content. To cater to the needs of different audiences, a website should
provide content and/or navigation links wanted by as many groups as possible
A retail websites conversion rate is calculated as
purchases/visits
If you were trying to create effective visual hierarchies in your website design, you would be sure to
put more important things higher up on a page and group similar items together on a page
A company wishing to rank for local searches should first
register and verify its business with Google's My Business
SEO stands for
search engine optimization
Last-click attribution will likely exaggerate the value of traffic that comes from where?
search engines
Why does having too much advertising space damage a website's search rankings?
search engines consider a site with lots of advertising space to be lower quality
Black-hat SEO is any practice that
search engines frown upon
"Long tail keywords" are
search terms with lower volume than "fat head keywords"
Bounce rate is
the % of visitors that begin on that page and their visit consists of only 1 view
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 website's content matches the searcher's query
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
"Analysis Paralysis" occurs when
the sheer volume of data overwhelms a manager and causes inaction
What is Alt Text?
the text that appears if an image does not download from the server, also useful for screen-recording tools which described images to visually impaired readers
A website can influence its click-through rate on the SERP through
the title tag and the meta description
In general, advertisers are willing to pay more if
they can precisely target potential customers
In order for two computers to communicate via the internet, they must first locate one another. How do computers locate one another on the internet?
through the IP address
Which of the following is NOT a way that a media site might measure engagement?
time on page video views page views traffic source (answer)
Why would a marketing or content manager want to explore Google Trends or Twitter Trendsmap?
to find out the latest consumers' comments about a brand, product, or service
Direct traffic is defined as visitors who
type the URL directly into their browser's URL bar
The recommended method for adapting all content to screen sizes is to
use responsive web design
Storytelling is critical in digital marketing and advertising. According to Chad Yelton, VP of Marketing for the Cincinnati Zoo, what was the initial story strategy after Fiona's birth?
we have an amazing team of caretakers
The ultimate test of the quality of a website's design is
whether the website produces a high conversion rate