MKTG 3770 Final Exam
Which type of YouTube ad lasts exactly 6 seconds? Long, non-skippable video ads Skippable video ads Overlay ads Bumper ads
Bumper ads
Which of the following is NOT used when calculating an ad's Quality Score? Landing page experience Ad relevance Organic search ranking Expected CTR
Organic search ranking
Which of the following is NOT a targeting method available on the Google Display Ad Network? Life events Affinity Demographics Past visits to competitors' websites
Past visits to competitors' websites
Retail websites can most advisedly grow their email list by allowing customers to sign up for the email list during the checkout procedure putting an email sign-up pop-up advertisement on every page of the website require an email sign-up before allowing customers to shop on the site automatically putting all customers on the broadcast email list
allowing customers to sign up for the email list during the checkout procedure
When a consumer clicks on a display ad, the landing page should match the ad's all of these options value proposition imagery color scheme
all of these options
What is the anchor text of this link: <a href="http://jane.com">Fashion deals</a> <a href> Fashion deals "http://jane.com" </a>
Fashion deals
An editorial link is a link created in a quid pro quo agreement with another website owner a link created by submitting one's own site to a directory or local business archive a link created voluntarily by another website owner because he/she values the website's content a link created by a newspaper editor
a link created voluntarily by another website owner because he/she values the website's content
Organic search results are typically displayed below the paid ads interspersed with paid ads at the top of the SERP on page 2
below the paid ads
Return on Advertising Spend (ROAS) cannot be calculated within a Google Ads account unless 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 the advertiser has achieved at least 50 conversions within the past month the advertiser spends a minimum of $250 per week on search ads
conversion tracking is set up properly in analytics (or Tag Manager) and connected to the Google Ads account
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 nofollow links manual links editorial links manufactured links
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 rethink their use of remarketing show remarketing ads only to consumers who have visited the advertiser's website within the last 24 hours periodically turn off remarketing campaigns employ frequency caps
employ frequency caps
The purpose of hashtags is to add humorous commentary to a post exceed the 280-character limit make posts (tweets) searchable replace the need for images
make posts (tweets) searchable
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? nofollow links manual links editorial links manufactured links
manual links
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)? broad match exact match phrase match precise match
phrase match
After a B2B services company closes a deal with Company X, email marketing may still be useful for purposes of training the employees within Company X generating leads from Company X qualifying leads from Company X nurturing leads from Company X
training the employees within Company X
On Facebook, custom audiences allows advertisers to create target audiences from the typical targeting methods and then save these audiences as a custom audience customize the ad content to match each user's interests use demographics in combination with interests to customize their audience targeting upload email addresses of current customers and target users with similar characteristics
upload email addresses of current customers and target users with similar characteristics
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? $100 $10 $20 $200
$20
Two advertisers achieve the same 1% CTR on their ads. Advertiser A bids $10 CPM while Advertiser B bids $1.50 CPC. Which advertiser will be awarded more impressions from the ad network? Advertiser B because his/her bids are expected to earn the ad network more money Advertiser A because CPM bidding is preferred by the ad network Advertiser B because CPC bidding is preferred by the ad network Advertiser A because his/her bids are expected to earn the ad network more money
Advertiser B because his/her bids are expected to earn the ad network more money
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 Because search engine rankings are determined by websites' conversion rate, and a high bounce rate means a low conversion rate Because the search engine must load the SERP again, and this wastes the server's bandwidth. Because this behavior is an indicator that the website might be engaging in click fraud.
Because this behavior indicates that the searcher did not like what they saw or find what they were looking for
Which of the following is NOT a payment method for advertising on Pinterest? Cost per click (CPC) Cost per engagement (CPE) Cost per video view (CPV) Cost per mille (CPM)
Cost per video view (CPV)
If I write five headlines for a Responsive search ad, which headlines will show up in the ad? Every ad impression will include a subset of the headlines, but all five headlines will be selected from Sometimes the first two headlines will be displayed and sometimes the first three headlines will be displayed Only the best-written headlines will be shown Only the first two headlines
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? As the longest part of the search ad, it takes up the most space The final URL is bolded for users, so it most readily entices a click Quality score is calculated based exclusively on the final URL If the final URL is wrong, searchers cannot reach the website properly
If the final URL is wrong, searchers cannot reach the website properly
Why should email marketers remove from their email list any consumers who have not opened an email for several months? Including these recipients puts the company at risk of being blocked by spam filters Only recipients who have made a purchase within the last month have any chance of ever purchasing again Large databases are difficult to manage, so a company should try to keep email lists as small as possible Including these recipients drives down email metrics and makes the email marketer look bad
Including these recipients puts the company at risk of being blocked by spam filters
Which platform has an advertisement type that is most similar to email marketing? Snapchat Pinterest LinkedIn Twitter
Why is receiving 100 links from 10 different websites better than receiving 100 links from the same website? Search engines only register one link from any given domain, so they only count the 100 links from the same site as a single link. Many links from the same website are a signal of black-hat SEO Links from 10 websites are more likely to generate social sharing Links from 10 websites mean a higher link diversity than links from one website
Links from 10 websites mean a higher link diversity than links from one website
Why is the engagement of social media followers more important than the number of followers? Most social media platforms do not show company content to followers who are not highly engaged. Having a large number of unengaged followers decreases SEO rankings. Seeing a company's posts cannot positively affect customers unless they also click the Like button. 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? Influencers contribute a fixed percentage of their earnings to Instagram Instagram actively recruited influencers early on Paid advertisements came relatively late to Instagram Instagram was programmed to allow influencers to avoid FTC compliance
Paid advertisements came relatively late to Instagram
Which of the following steps is NOT a part of the social media plan? Determine the objective Measure success Register the company on all social platforms Plan the content
Register the company on all social platforms
A website that sells wedding dresses targets ads to (1) women (2) ages 22 to 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 a major downside of this targeting? Some of those targeting methods cannot be combined on Google's ad network It is unethical to use income as a targeting method The audience will be so small that the ads are not likely to generate a large volume Demographics like gender and age cannot be used to target ads
The audience will be so small that the ads are not likely to generate a large volume
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'. Other category pages in the website will be more likely to show up for searches that use the word 'maternity'. The website will be better organized. Individual product pages that sell maternity products will automatically be optimized for relevant searches.
The images are more likely to show up on image searches that use 'maternity'.
I place the following link on my website: <a rel="nofollow" href="http://jane.com">Fashion deals</a>. How will this link be treated differently by the search engines? The link will be used for an image rather than show anchor text. Instead of navigating the current window to jane.com, it will create a new window for jane.com. The link will not pass link authority to jane.com. The link will show up as an 'unsecured' link.
The link will not pass link authority to jane.com.
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 have no effect on homepage rankings They will improve homepage rankings They will damage homepage rankings They will improve homepage rankings on searches for red widgets but damage rankings on searches for yellow widgets
They will improve homepage rankings
On Twitter, Partner Audiences allow advertisers to target potential customers based on behaviors that occur outside Twitter. How does Twitter get this information? Twitter users voluntarily provide this information when they register with Twitter Twitter has partnered with third party data providers to access this information The Twitter app hacks this information from other apps on the user's phone Twitter partners with governments to access this information from census data
Twitter has partnered with third party data providers to access this information
Two competing websites have the same number of links. Website A received all of its links between January 2016 and January 2017. Website B received its links 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 A, because it initially had a faster pace of link generation. They will be equally ranked, so Google will determine the higher-ranking site by random selection. Website A, because of legacy rankings (it was ranked higher in the past, and Google will continue to rank it higher regardless of current status). Website B, because it has higher link freshness.
Website B, because it has higher link freshness.
A company sends out a broadcast email to its entire email list informing the list about Black Friday deals. At 6:00 pm on Black Friday, the company sends out an email only to members of its email list that (1) clicked on the previous email and (2) did not make a purchase. This second email is an example of a broadcast email a triggered email a transactional email an onboarding email
a triggered email
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? change any phrase match keywords to broad match keywords use only exact match in its keyword lists add the word "cheap" to its negative keyword list change exact match keywords to phrase match keywords
add the word "cheap" to its negative keyword list
Posting on a company's social media profiles can improve company profit by facilitating purchases from first-time customers all of these options improving SEO and thereby facilitating first-time customer purchases increasing loyalty of past and current customers
all of these options
The benefit of keyword mapping is All of these options to make sure the most appropriate webpage shows up on the SERP for every search phrase to organize SEO efforts across the many search phrases the website is targeting to prevent keyword cannibalization in a website's SEO efforts
all of these options
What advantage does a social network have over a display network for paid advertising? Social media networks typically have more intimate knowledge of their users' interests Ads on social media provide a great number of engagement options Ads on social media command more attention than banner ads on a display network all of these options
all of these options
Email marketers can target different segments by both of the options changing portions of content for each segment within an email sending emails only to specific segments of the email list neither of the options
both of the options
Measuring the average sentiment expressed about a company on social media platforms may not be a good reflection of the company's performance because both of these options neither of these options some industries generate a generally high level of negative posting regardless of their performance sentiment coding on social platforms is sometimes inaccurate
both of these options
Content marketing differs from advertising in that advertising content requires more time and energy to create it is illegal to pay for distribution of content marketing content marketing cannot contain calls to action content marketing is meant to entice readership/viewership on its own merits
content marketing is meant to entice readership/viewership on its own merits
A B2B services company is likely to use email marketing to pursue corporate recruiting drive immediate conversions broadcast messages to its employees engage in lead nurturing
engage in lead nurturing
Advertisers on a display network can pay through each of the following methods EXCEPT CPA (cost per acquisition) CPC (cost per click) CPM (cost per mille) flat fee
flat fee
In determining what content to show users, Facebook uses all of the following EXCEPT recency gender past engagement with posting entity content type
gender
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.maternity.com/ https://jane.com/maternity https://maternity.jane.com/ https://jane.com/category5
https://jane.com/maternity
Curated social media content refers to content that is collected from a variety of other content creators was first posted more than one year earlier and is being posted a second time is created by a company for its own social media profiles is created by two or more companies in a partnership
is collected from a variety of other content creators
The primary advantage of a short email sign-up form is that only customers with serious interest are likely to sign up the company will have more information about customers to enable improved email content targeting marketing automation is only possible with short email forms it attracts a higher volume of sign-ups than a longer form
it attracts a higher volume of sign-ups than a longer form
Email marketing can be especially effective for a search engine like Kayak or Expedia because search engines typically generate no other form of direct traffic people cannot put emails from search engines in a separate commercial folder within their email account search engines are not allowed to utilize other marketing channels it typically has information about deals that might interest its customers
it typically has information about deals that might interest its customers
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 more loyal customers are more likely to follow the company on social media the company's analytics are not properly installed the indirect effect of social media is more dramatic than the direct effect the social media platform is exaggerating its own performance
more loyal customers are more likely to follow the company on social media
Instagram 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 corporate accounts on Instagram do not show up in users' main feed images tend not to be engaging for potential customers influencers often prevent adoption of products from major corporations
posts cannot include links to external content
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)? news articles and event notices mobile application download suggestions and financial advice posts from Liked pages and actions from friends Live video and pre-recorded video
posts from Liked pages and actions from friends
Good display ad copy does everything EXCEPT attract attention invite action communicate a value proposition pre-convert the consumer
pre-convert the consumer
Which of the following is NOT a match type for selecting search ad targets? precise match phrase match broad match exact match
precise match
Which of the following is NOT recommended to be shown in a search ad? unique value proposition keywords call to action reference to competitors
reference to competitors
A company wishing to rank for local searches should first register and verify its business with Google's My Business ask its customers for reviews on Yelp and other similar websites begin advertising on Google's ad network change its business name to include its more important keywords
register and verify its business with Google's My Business
"Long tail keywords" are search terms that produce a low conversion rate search terms for niche product categories search terms with lower volume than "fat head keywords" search terms done on mobile devices
search terms with lower volume than "fat head keywords"
An experiment at eBay showed that advertising on brand keywords (searches that included "eBay") were not profitable because searchers clicked the organic listing when the advertised listing was not available search advertisements generated almost no clicks eBay's analytics showed that the ROAS was low brand keywords are especially expensive on search engines
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) responding to all social media statements with a form letter summarizing average sentiment about the company monetizing this information making excuses for negative statements
summarizing average sentiment about the company
If an email marketer has a good email list and lots of information about the users on this list, marketing automation would be useful for creating new onboarding email copy targeting emails to the right users based on their ongoing behavior revamping the segmentation system automatically creating new content for emails
targeting emails to the right users based on their ongoing behavior
Twitter consumption is fast-paced because of the short nature of tweets. Pinterest consumption is even faster-paced because pins disappear after only five seconds on the screen the Pinterest feed automatically scrolls columns are organized by topic the Pinterest feed shows multiple columns of images
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 Google Ads account? the keyword level the ad group level the ad level the campaign level
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 the impression volume the ROAS the conversion rate
the click-through rate
A major advantage of creating content specifically with the goal of ranking well for a popular search phrase is that a high conversion rate is almost guaranteed from search engine traffic the content will have built-in distribution the content is not likely to have any competition earning high organic rankings typically happens instantaneously
the content will have built-in distribution
For a search engine, "relevance" refers to how many pages on the website link to one another the extent to which a webpage's content matches the searcher's query the traffic level of the website whether a website has been visited by the searcher before
the extent to which a webpage's content matches the searcher's query
Even a highly relevant keyword may not be worth pursuing in your SEO if the keyword is too long the keyword is often misspelled the keyword has no traffic the keyword is synonymous with other terms
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 keyword on which your site ranks #98 the keyword on which your site ranks #112 the keyword on which your site ranks #1
the keyword on which your site ranks #9
To determine the winner of an A/B test on a subject line, an email marketer should use the churn rate the open rate the click-through rate the conversion rate
the open rate
Dynamic remarketing ads are the best starting place for a digital marketer use different ad content across targets are universally more effective than other remarketing ads use dynamic animation
use different ad content across targets
Creating a post with a discount for a product is an example of providing entertainment value social value utilitarian value identity value
utilitarian value
