Digital Marketing Analytics

1. 1What is the downside of a search engine based solely on relevance?
   

   1. AIt has no way to generate advertising revenue
   2. BThe search engine will often show content that does not match the search phrase
   3. CWebsites with little useful content can often earn good rankings
   4. DIt provides too many links on the search engine results page (SERP)
2. 2The Penguin update focused mainly on
   

   1. AAnchor text
   2. BSpelling and grammar
   3. COutbound links
   4. DAd footprint
3. 3Why is a link from Yahoo.com worth more than a link from a small blog?
   

   1. AGoogle considers all blogs to be spam
   2. BGoogle plays favorites with certain websites like Yahoo
   3. CBecause Yahoo gets more traffic, and PageRank is based on web traffic
   4. DYahoo has a higher PageRank, so it passes on more PageRank to the page it links to
4. 4How does anchor text factor into Google’s ranking calculations?
   

   1. AAnchor text is the basis of PageRank
   2. BAnchor text is one input into a web page’s relevance score
   3. CAnchor text is a replacement for a website’s quality score
   4. DAnchor text is ignored by Google
5. 5Which of the following is NOT a weakness of finding internet content through lists of websites organized by subject matter (versus through a search engine)?
   

   1. ALists cannot cover niche topics
   2. BLists can only cover a few websites per subject
   3. CLists are slow to incorporate new content
   4. DLists are expensive to maintain, because they must be monitored and updated manually
6. 6Which of the following is NOT a practice instituted or strengthened by the Panda update?
   

   1. AIncreased opportunity to shop for products directly on the SERP
   2. BPenalty for poor grammar and spelling on a web page
   3. CPenalty for web pages that show too many ads
   4. DIncorporation of social media data as a signal of web page quality
7. 7In the original PageRank formula, when web page A linked to web page B, it passed PageRank to page B. Why was the amount of PageRank that A passed to B divided by the number of outbound links on page A?
   

   1. AA link was considered an endorsement, so B only got part of A’s endorsement score if A endorsed multiple pages
   2. BBecause otherwise, PageRank would be infinite for all pages
   3. CThat prevented the formula from becoming circular
   4. DThe question is wrong. PageRank was not divided by the number of outbound links
8. 8We can influence our click-through rate on the SERP through
   
   

   1. Aa. the title tag
   2. Bb. the meta description
   3. Cc. both the title tag and meta description
   4. Dd. none of the above
9. 9The title tag of a web page appears
   
   

   1. Aa. at the top of the browser
   2. Bb. on the SERP (search engine results page)
   3. Cc. both answers are correct
10. 10My chosen keyword phrase for a page should make up __ to __ % of the page’s content.
    

    1. A1, 1.5
    2. B3, 5
    3. C5, 10
    4. D10, 20

11. 11Which header tag is the largest?
    

    1. AHeader 1 (‹h1›)
    2. BHeader 2 (‹h2›)
    3. CHeader 5 (‹h5›)
    4. DHeader 7 (‹h7›)
12. 12If I think my website is being punished for engaging in black hat SEO tactics, I should
    

    1. Ause less detectable black hat SEO tactics
    2. Bchoose new keywords to target
    3. Cimprove the site’s XML sitemap
    4. Dimmediately fix any pages using these black hat SEO tactics
13. 13As compared to a fat head keyword phrases, a long-tail keyword phrases typically
    

    1. Areceive lower volume of searches
    2. Bis longer (have more words)
    3. Cis more plentiful (there are more of them)
    4. Dall of the above
14. 14A brand new website should NOT choose target keyword phrases based on
    

    1. Arelevance
    2. Btraffic
    3. Ccompetition
    4. Dcurrent ranking
15. 15Alt text is
    
    

    1. Aa. the text of a link
    2. Bb. text that describes the contents of an image
    3. Cd. none of the above
16. 16Organizing your campaigns can help with all of the following except:
    

    1. Aa. Landing page optimization
    2. Bb. Ad relevance
    3. Cc. Quality Scores
    4. Dd. Ensure that your ad shows for specific keywords
17. 17To calculate your ROAS, you must know which of the following?
    

    1. Aa. CTR and Conversion Rate
    2. Bb. Total Adspend and CTR
    3. Cc. Total Adspend and Total Revenue
    4. Dd. CTR and Total Revenue
18. 18If a keyword has low search volume, you should do which of the following?
    

    1. Aa. Most definitely do NOT advertise on this keyword
    2. Bb. Only choose it as a keyword if it has a low CPC
    3. Cc. Most definitely do advertise on this keyword
    4. Dd. Consider the CPC and if your ad and landing page are relevant to determine if you should choose that keyword
19. 19The Second-price auction model:
    
    

    1. Ab. allows the highest bidder to pay only a penny more than the second highest bidder
    2. Ba. determines how much the second highest bidder will be charged
    3. Cc. is for keywords with low-priced CPCs because no other bids were placed for that keyword
    4. Dd. is used for price changing that occurs every second
20. 20In a PPC text ad, it is a best practice to include which of the following:
    

    1. Aa. UVP
    2. Bb. Call-to-Action
    3. Cc. Keywords pertaining to the adgroup
    4. Dd. All of the above
21. 21The Google Keyword Planner CPC Data:
    

    1. Ab. Is relevant, but one should not expect to pay the exact same CPC as the Planner suggests
    2. Ba. Is irrelevant because the CPC bidding system is too dynamic
    3. Cc. Provides data that helps you do keyword research
    4. De. B & C
22. 22How often does Google recalculate Quality Score?
    

    1. Aa. Each time an ad is considered for display for a particular keyword
    2. Bb. Every 100 times an ad is considered for display for a particular keyword
    3. Cd. Once per week
    4. Dc. Once per day
23. 23What does PLA stand for?
    

    1. Aa. Product Landing Advertising
    2. Bb. Promotional Listing Association
    3. Cc. Product Listing Ad
    4. Dd. None of the above
24. 24Which advertiser is awarded the top ad position?
    

    1. Aa. The advertiser with the highest CTR
    2. Bb. It depends on who receives the highest Ad Rank
    3. Cc. The highest bidder is always on top
    4. Dd. The advertiser with the highest Quality Score
25. 25Which of the following is NOT displayed in a PPC text ad?
    

    1. Aa. The destination URL
    2. Bb. Description Line 2
    3. Cc. The display URL
    4. Dd. The Title
26. 26Which is the correct formula for calculating CTR?
    

    1. Aa. (Impressions/Clicks) x 100=CTR
    2. Bb. Clicks/Cost=CTR
    3. Cc. Clicks/Impressions=CTR
    4. Dd. (Clicks/Impressions) x 100=CTR
27. 27If an advertiser bids a $1.50 CPM, receives 40,000 impressions, and gets 80 clicks, the equivalent CPC bid would be
    

    1. Aa. $2.00
    2. Bb. $0.08
    3. Cc. $1.50
    4. Dd. $0.75
28. 28Publishers that participate in a display ad network
    
    

    1. Aa. always make more money selling ad space through the ad network than they would selling the ad space on their own.
    2. Bb. never make more money selling ad space through the ad network than they would selling the ad space on their own
    3. Cc. get paid each time an advertiser is charged by the ad network for displaying advertisements on the publisher’s site.
    4. Dd. have to deal individually with each advertiser running ads on their site.
29. 29With the Google Display Network, you can run
    

    1. Aa. banner ads.
    2. Bb. text ads
    3. Cc. All of the above.
30. 30When trying to increase the number of form fills received on a lead-generation landing page, which of the following is NOT a best practice?
    

    1. Aa. Make a submission button that stands out
    2. Bb. Test different layouts of form fields
    3. Cc. Increase the number of required form fields
    4. Dd. Position the form in the upper-fold of the landing page
31. 31John’s Bracelets, an ecommerce site, received 304,000 visitors and earned $73,500 in revenue from 48,700 transactions. What is John’s conversion rate?
    

    1. Aa. 17.51%
    2. Bb. 16.02%
    3. Cc. 24.18%
    4. Dd. 66.26%
32. 32The upper fold of the landing page is defined as:
    

    1. Aa. The part of the page that can be seen without having to scroll down
    2. Bb. The top section of the website that includes the navigation menu tabs
    3. Cc. Everything on the website above the bottom of the first complete paragraph
    4. Dd. The next page that the site visitor should reach after the landing page
33. 33PageRank could be easily manipulated by
    

    1. Aa. creating spam websites linking to one another.
    2. Bb. creating a website with thousands of pages.
    3. Cc. placing thousands of links on the same page.
    4. Dd. hacking Yahoo.com.
34. 34What would be the HTML code to create a link to cnn.com using the anchor text, “My favorite news site”?
    

    1. Aa. ‹a href=”http://cnn.com”›My favorite news site‹/a›
    2. Bb. ‹a href=”My favorite news site”, “http://cnn.com”›‹/a›
    3. Cc. ‹a href=”http://cnn.com”›Cnn.com, My favorite news site‹/a›
    4. Dd. ‹a href=”Cnn.com, My favorite news site /a”›
35. 35Getting 100 backlinks from 100 different websites is better for ranking purposes than getting 100 backlinks from 10 different websites because
    

    1. Aa. if the links come from 100 different websites, those links are more likely to generate social sharing.
    2. Bb. the links from 100 different websites will generate more traffic, and traffic is the most important ranking determinant.
    3. Cc. if we get too many links from the same website, the search engines automatically assume we are buying those links.
    4. Dd. search engines consider link diversity a sign of organic, independent endorsements of a website’s content.
36. 36A manual link-building practice that was once considered standard but is now considered (by Google) to lean toward black hat is
    

    1. Aa. submitting your site to Google Places.
    2. Bb. creating a social media profile for your website.
    3. Cc. asking customers to link to your website.
    4. Dd. guest blogging.
37. 37A page’s ranking is determined by both its popularity and its relevance to the searched phrase. The page’s popularity is measured based on
    

    1. Aa. its link profile.
    2. Bc. its link profile as well as the root domain’s link profile.
    3. Cb. the link profile of its root domain.
    4. Dd. keyword usage.
38. 38Which of the following might be a paid link (advertisement) on our site?
    

    1. Aa. ‹a href=“http://www.expedia.com/Hotels”›Great Hotel Deals‹/a›
    2. Bb. ‹a href=“http://www.expedia.com/Hotels”›Great Hotel Deals‹/a›
    3. Cc. ‹a rel=“nofollow” href=“http://www.expedia.com/Hotels”›Great Hotel Deals‹/a›
    4. Dd. ‹a rel=“nofollow” “http://www.expedia.com/Hotels”›Great Hotel Deals‹/a›

Descrição

Business/Economics Quiz sobre Digital Marketing Analytics, criado por Jason Overberger em 24-10-2016.

Autor

Jason Overberger

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English

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