Stukent quizzes 1-10
the sheer volume of data overwhelms a manager and causes inaction
"Analysis paralysis" occurs when
search terms with lower volume than "fat head keywords"
"Long tail keywords" are
engage in lead nurturing
A B2B services company is likely to use email marketing to
a subscription landing page
A banner ad for Netflix should lead people to what kind of landing page?
a triggered email
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
register and verify its business with Google's My Business
A company wishing to rank for local searches should first
8%; 25%
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?
overly responsive design
A low conversion rate can be caused by all of the following EXCEPT -overly responsive design -poor web design -technical glitched -poor audience selection
the content will have built-in distribution
A major advantage of creating content specifically with the goal of ranking well for a popular search phrase is that
Destination
A retail website that wants to track its conversion rate should set up what type of goal? -destination -pages/screens per session -purchase -duration
directs visitors to one (and usually only one) possible action
A single-purpose landing page
Yes
A website that sales software made 100 sales of $200 each from 2,000 sessions (for a total of $20,000 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 2,000 sessions profitable?
add the word "cheap" to its negative keyword ist
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?
The audience will be so small that the ads are not likely to generate a large volume
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?
flat fee
Advertisers on a display network can pay through each of the following methods EXCEPT -CPC (cost per click) -flat fee -CPA (cost per acquisition) -CPM (cost per mille)
training the employees within Company X
After a B2B services company closes a deal with Company X, email marketing may still be useful for purposes of
the campaign level
An ad's location, bid strategy, daily budget, ad extensions, and more are all determined at what level within the AdWords account?
$20= =CPM/(1000xCTRxCR)= =10/(1000x0.01x0.05)
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?
One-tap pins
An advertiser on Pinterest who wants to drive as much traffic as possible to his/her website should use what type of ad? -promoted app pins -one-tap pins -promoted pins -promoted video pins
+running shoes
An advertiser wants to show search ads to people searching for running shoes. She wants her ad to show only for searchers who use "running" or a close variant, but she wants to allow for broader matching to "shoes". Which keyword will accomplish this?
hard disk space of the computer
An analytics package records all of the following information from visitors EXCEPT -the timing of the visit/click -hard disk space of the computer -location of the visitor -browser being used
a link created voluntarily by another website owner because he/she values the website's content
An editorial link is
searchers clicked the organic listing when the advertised listing was not available
An experiment at eBay showed that advertising on branded keywords (searches that included "eBay") were not profitable because
content marketing is meant to entice readership/viewership on its own merits
Content marketing differs from advertising in that
utilitarian value
Creating a post with a discount for a product is an example of providing
is collected from a variety of other content creators
Curated social media content refers to content that
3,000/500 = 6
During a one-week period, a website had 3,000 total pageviews from 500 sessions. What is the site's average page depth?
use different ad content across targets
Dynamic remarketing ads
both of the options
Email marketers can target different segments by -neither of the options -both of the options -changing portions of content for each segment within an email -sending emails only to specific segments of the email list
it typically has information about deals that might interest its customers
Email marketing can be especially effective for a search engine like Kayak or Expedia because
the keyword has no traffic
Even a highly relevant keyword may not be worth pursuing in your SEO if
the extent to which a webpage's content matches the searcher's query
For a search engine, "relevance" refers to
pre-convert the consumer
Good display ad copy does everything EXCEPT -invite action -pre-convert the consumer -attract attention -communicate a value proposition
Transport layer security encrypts sensitive information
How can credit card numbers and other sensitive information be transferred across the internet without third parties seeing it (and stealing it)?
The link will not pass link authority to jane.com
I place the following link on my website: <arel="nofollow <ahref="http://jane.com">Fashion deals</a>. How will this link be treated differently by the search engines?
more loyal customers are more likely to follow the company on social media
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
targeting emails to the right users based on their ongoing behavior
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
the keyword on which your site ranks #9
If your website ranks 1, 9, 98, and 112 for four different keywords, on which keyword should your website first target SEO efforts?
posts from Liked pages and actions from friends
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)? -live video and pre-recorded video -news articles and event notices -mobile application download suggestions and financial advice -posts from Liked pages actions from friends
gender
In determining what content to show users, Facebook uses all of the following EXCEPT -past engagement with posting entity -content type -recency -gender
whether it generates a high conversion rate
In web design, what is more important than website's visual appeal is
If the final URL is wrong, searchers cannot reach the website properly
In what way is the Final URL the most important part of a search ad?
The images are more likely to show up on image searches that use 'maternity'.
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?
posts cannot include links to external content
Instagram can be a top social platform for generating first-time customers even though it has a huge downside in that
https://jane.com/maternity
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?
both of these 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 -some industries generate a generally high level of negative posting regardless of their performance -neither of these options -both of these options -sentiment coding on social platforms is sometimes inaccurate
a dedicated landing page design specifically for that campaign
NSAMCWADLP means that whenever you create an online marketing campaign, you should also create
40%
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?
the homepage's bounce rate
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?
a visitor has no idea where a link leads
Oli Gardner's principle of clarity has been violated if
upload email addresses of current customers and target users with similar characteristics
On Facebook, custom audiences allows advertisers to
Twitter has partnered with third party data providers to access this information
On Twitter, Partner Audiences allow advertisers to target potential customers based on behaviors that occur outside Twitter. How does Twitter get this information?
below the paid ads
Organic search results are typically displayed
all of these options
Posting on a company's social media profiles can improve company profit by -all of these options -increasing loyalty of past and current customers -improving SEO and thereby facilitating first-time customer purchases -facilitating purchases from first-time customers
allowing customers to sign up for the email list during the checkout procedure
Retail websites can most advisedly grow their email list by
conversion tracking is set up properly in analytics (or Tag Manager) and connected to the AdWords account
Return on Advertising Spend (ROAS) cannot be calculated within an AdWords account unless
editorial links
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
employ frequency caps
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
summarizing average sentiment about the company
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)
the portion of a webpage that is visible without scrolling down
The "upper fold" is
Awareness > Interest > Desire > Action
The AIDA model states that the process of creating a customer follows these four steps:
It is easier to adapt for display on a desktop computer AND mobile traffic has more volume than desktop traffic
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 -mobile traffic has more volume than desktop traffic -mobile web design is more visually appealing than desktop designs -It is easier to adapt for display on a desktop computer
all of these options
The benefit of keyword mapping is -to prevent keyword cannibalization in a website's SEO efforts -to organize SEO efforts across the many search phrases the website is targeting -to make sure the most appropriate webpage shows up on the SERP for every search phrase -all of these options
conduct a carefully-controlled experiment
The most reliable way to measure advertising effectiveness is to
it attracts a higher volume of sign-ups than a longer form
The primary advantage of a short email sign-up form is that
Both a phone call and a form fill
The primary conversion for a lead generation site is -both a phone call and a form fill -a phone call from a website visitor -a form fill on the website -a referral to a friend
make posts (tweets) searchable
The purpose of hashtags is to
audiences, demographics, content
The three broad methods of display ad targeting on Google's display network are
"What do you want me to do next?"
The upper fold of a webpage should answer the questions, "What are you offering?" "Why should I pick you?" and
create multiple ads in an ad group
To conduct an A/B test on ad copy, an advertiser merely has to
the open rate
To determine the winner of an A/B test on a subject line, an email marketer should use
the click-through rate
To determine whether a new ad copy is better at attracting attention, an advertiser should conduct an A/B test and measure
the Pinterest feed shows multiple columns of images
Twitter consumption is fast-paced because of the short nature of tweets. Pinterest consumption is even faster-paced because
Advertiser B because his/her bids are expected to earn the ad network more money CPC=CPM/(1000xCTR)=10/(1000*0.01)=1 1<1.5
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?
Website B, because it has higher link freshness.
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?
Uniform Resource Locator
URL is an acronym for
links from other websites that are not paid for
Unpaid referral traffic is traffic that comes from
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 command more attention than banner ads on a display network -Ads on social media provide a great number of engagement options -All of these options
a cookie
What enables a website to recognize a computer as a return visitor (as opposed to a first-time visitor)?
Fashion deals
What is the anchor text of this link: <ahref="http://jane.com">Fashion deals</a>
Paid advertisements came relatively late to Instagram
What led to a thriving ecosystem of influencers on Instagram?
all of these options
When a consumer clicks on a display ad, the landing page should match the ad's -color scheme -imagery -value proposition -all of these options
increase revenue
When a shopper puts an item in their online shopping cart, Amazon recommends add-on products to
conversion rate
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)
HTML
Which of the following is NOT a dynamic language? -Perl -HTML -Java -PHP
Precise match
Which of the following is NOT a match type for selecting search ad targets? -precise match -phrase match -broad match -exact match
Use complementary colors
Which of the following is NOT a principle of Steve Krug's design for usability paradigm? -Use complimentary colors -Format content to support scanning -Create effective visual hierarchies -Break pages up into clearly defined areas
Create captivating design
Which of the following is NOT an aspect of a successful websites? -Generate traffic -Drive conversions -Create captivating design -Maximize revenue
Someone types the name of a website into a search bar and clicks the first link on the search engine results page
Which of the following is NOT an example of direct traffic? -Someone clicks on a link from an email -Someone types in the URL of a website into the browser address bar -Someone clicks on a bookmark from his/her browser -Someone types the name of a website into a search bar and clicks the first link on the search engine results page
reference to competitors
Which of the following is NOT recommended to be shown in a search ad? -unique value proposition -call to action -reference to competitors -keywords
Organic search ranking
Which of the following is NOT used when calculating an ad's Quality Score? -organic search ranking -landing page experience -expected CTR -ad relevance
Register the company on all social platforms
Which of the following steps is NOT a part of the social media plan? -plan the content -register the company on all social platforms -measure success -determine the objective
Which platform has an advertisement type that is most similar to email marketing?
Bumper ads
Which type of YouTube ad lasts exactly 6 seconds?
Because this behavior indicates that the searcher did not like what they saw or find what they were looking for
Why is a high bounce back rate a negative signal of a webpage's quality?
Links from 10 websites mean higher link diversity than links from one website.
Why is receiving 100 links from 10 different websites better than receiving 100 links from the same website?
Most social media platforms do not show company content to followers who are not highly engaged.
Why is the engagement of social media followers more important than the number of followers?
Including these recipients puts the company at risk of being blocked by spam filters
Why should email marketers remove from their email list any consumers who have not opened an email for several months?
manual links
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?
They will improve homepage rankings
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?
