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Questions in this quiz (120)
1A website’s popularity is determined by
- Aan annual poll
- Bits traffic
- Cits Google ranking
- Dexternal inbound links
2A reliable strategy for long-term off-site SEO success can be characterized as
- A. using a limited amount of black-hat techniques mixed with mostly white-hat techniques
- Bconsistent efforts to generate inbound links from reputable sites
- Can intense effort to generate buzz during website launch
- Dstrategic payments to related sites in return for links
3What would be the HTML code to create a link to cnn.com using the anchor text, “My favorite
news site”?- A<a href=“http://cnn.com”> My favorite news site</a>
- B<a href=“my favorite news site”,”http://cnn.com”></a>
- C< a href=”http://cnn.com”> Cnn.com, My favorite news site</a>
- D<a href=”Cnn.com, My favorite news site /a”>
4All of the following statements are true about natural outbound links, except
- Asearch engines consider links to a site an endorsement of that site
- Bsearch engines favor natural or organic outbound links that are relevant and fit naturally
within a website’s content - Csearch engines infer that when a webmaster creates an external link to another website that
he/she believes it has valuable content - Dlinks with the html attribute “nofollow” are seen as positive endorsements of a website
5Which of the following might be a paid link (advertisement) on the Expedia.com website?
- A< a href=”http://www.expedia.com/Hotels”> Great Hotel Deals</a>
- B< a href=”http://www.expedia.com/Hotels”> Great Hotel deals
- C<a rel=”nofollow” href=”http;//www.expedia.com/Hotels”> Great Hotel Deals,/a>
- D<a rel=”nofollow” “http://www.expedia.com/Hotels”> Great Hotel Deals</a>
6PageRank could be easily manipulated by
- Acreating spam websites linking one to another
- Bcreating a website with thousands of pages
- Cplacing thousands of links on the same page
- Dusing computer programs to generate bogus html code
7. Useful information about the algorithms now used by search engines to determine popularity is
provided by each of the following, except- Asearch engines provide some guidelines on how popularity is measured
- Bpaying search engines, such as Google, a premium to increase their websites ranking
- Cindividuals whose job is to increase rankings of websites through SEO techniques
- Dcorrelational data derived from comparing rankings of websites
8A page’s ranking is determines by both its popularity and its relevance to a search phrase. The
page’s popularity measured is based on- Aits link profile
- Bthe link profile of its root domain
- Cits link profile as well as the root domain’s link profile
- Dkeyword usage
9Getting 100 backlinks from 100 different websites is better for ranking purposes than getting 100
backlinks from 10 different websites because- Aif the links come from 100 different websites, those links are more likely to generate social
sharing - Bthe links from 100 different websites will generate more traffic, and traffic is the most
important ranking determinant - Cif we get too many links from the same website, the search engines automatically assume
we are buying those links - Dsearch engines consider link diversity a sign of organic, independent endorsements of a
website’s content
- Aif the links come from 100 different websites, those links are more likely to generate social
10The following metrics are used by search engines to determine a webpage’s popularity, except
- Atotal number of backlinks
- Bbacklinks from related/relevant websites
- Canchor texts
- Dalt texts that match URL search terms
11The following metrics are used by search engines to determine a webpage’s popularity, except
- Alink diversity
- Balternate text and headers
- Csocial sharing of website links
- Dlink freshness
12Of the following metrics used by search engines to determine a webpage’s popularity, SEO experts believe the most important one is
- Atotal number of backlinks
- Bbacklinks from related/relevant websites
- C. anchor texts
- Dlink freshness
13All of the following statements about search engines ranking of websites based on popularity are
true, except- Ahigh quality websites will continue to receive new backlinks
- Bhaving a brand or website name in the majority of anchor texts of backlinks will boost the
search popularity score - Clinks on social media are viewed by search engines as endorsements of those websites
- Dsearch engines like to see backlinks from different types of websites with unique root
domains
14Backlinks to a website fit into one of the following categories, except
- Aeditorial
- Bmanual
- Cneighborhood
- Dmanufactured
15Links a webmaster puts on a page because he likes the page’s content is classified as a(n) _____
link.- Aeditorial
- Bmanual
- Cexpertise
- Dmanufactured
16Backlinks that are considered pure endorsements that will improve a webpage’s ranking on any
search engine is a(n) _____ link.- Aeditorial
- Bmanual
- Cexpertise
- Dmanufactured
17Backlinks one earns through direct effort, but require a third party to approve it is a(n) _____
link.- Aeditorial
- Bmanual
- Cexpertise
- Dmanufactured
18. Backlinks created by a webmaster without any third-party approval is a(n) _____ link.
- Aeditorial
- Bmanual
- Cexpertise
- Dmanufactured
19Of the following backlinks, the one with the lowest value in terms of search rankings is the _____
link.- Aeditorial
- Bmanual
- Cexpertise
- Dmanufactured
20The first step in generating strong _____ backlinks to a site is to create content other websites
consider valuable and worth linking to.- Aeditorial
- Bmanual
- Cexpertise
- Dmanufactured
21Suggestions for creating valuable content that will produce editorial backlinks include the
following, except- Ahave interesting visual content with the copy
- Bprovide expert knowledge or advice
- Cincorporate a directory or website listing within the website
- Duse interesting, educational or comical videos rather than text
22If a webpage has buzz-worthy content, a webmaster can use all of the following techniques to
maximize exposure and potential for link acquisition, except- Anetworking with other people who have websites
- Bprovide embed code for visual content
- Cfollow-up with websites that provide backlinks
- Dsubmit the website to directories on related topics
23Networking with other website owners can be beneficial to your website’s rankings because
- Awebsite owners are more likely to link to sites owned by people they know
- BGoogle is developing methods of measuring popularity outside of the Internet
- Cthis can help you eventually sell your website
- DGoogle keeps a list of website owners known to be in the “in” crowd
24A manual link-building practice that was once considered standard but is now considered by
search engines (such as Bing) to lean toward black-hat is- Asubmitting your site to Google Places
- Bcreating a social media profile for your website
- Casking customers to link to your website
- Dguest blogging
25Manual backlink techniques include the following, except
- Asubmitting the webpage to directories
- Bnetworking with other webmasters and websites
- Ccreating a local business profile with a web link
- Dusing social bookmarking sites such as Pinterest
26Manual backlink techniques include the following, except
- Aasking individuals, other businesses, and organizations to list their website
- B. trading links with other websites
- Ccreating a secondary website to link back to the original site
- Dusing social networking sites, such Facebook and Twitter
27All of the following are manufactured backlink techniques that should be avoided, except
- Ablog comments
- Bfree article directories
- Cforum or message board signatures
- Dsocial networking sites
28Approximately _____ percent of Google’s revenue comes from ads purchased through its
AdWords platform.- A25
- B44
- C63
- D91
29With the cost-per-click (CPC) advertising model, search engines charge advertisers each time an
ad- Aappears on a search page
- Bresults in an actual action
- Cis clicked
- Dis read
30Search engine advertising offers brands the following benefits, except
- Adrives more traffic to a new website than any other form of online advertising
- Bis less costly than other forms of online advertising
- Cprovides more precise targeting of potential customers
- Dcan measure results more effectively
31All of the following are displayed in a PPC text ad, except
- Adestination URL
- Bdescription lines
- Cdisplay URL
- Dad title
32In preparing a PPC text ad all of the following should be included, except
- Aunique value proposition (UVP)
- Ba call-to-action
- Ckeywords pertaining to the ad group
- Ddynamic keyword insertion (DKI)
33In terms of the URL in a search ad, all of the following statements are true, except the display
URL- Ais the URL searchers see when an ad is displayed
- Bmust show the entire link to the page
- Cmust contain the root domain of the page
- D. is what a searcher will click on to go the webpage
34Current ad extensions that can be placed on search ads include the following, except
- Atelephone number
- Blink to a map
- CURL destination link
- Dreservation link
35An advertiser wants to purchase several keyword terms and cannot fit all of them into a search
text ad title. To ensure the search term that is purchased shows up in the ad title, the advertiser
can use- Aproduct listing ads (PLA)
- Bdynamic keyword insertion (DKI)
- Ca click-to-call (CCA)
- Da call-to-action (CTA)
36What does PLA stand for?
- AProduct Landing Advertisement
- BPromotional Listing Association
- CProduct Listing Ad
- DNone of the Above
37Search ads that can display product images and prices in addition to text are
- Aproduct listing ads (PLA)
- Bdynamic keyword insertion ads (DKI)
- Cclick-to-call ads
- Dcall-to-action ads (CTA)
38Jessica sees a search ad on her mobile phone for a restaurant. A button on the ad allows Jessica to
click on the button and call the restaurant. This is a(n)- Aproduct listing ad (PLA)
- Bdynamic keyword insertion ad (DKI)
- Cclick-to-call ad
- Dcall-to-action ad (CTA)
39 Effective titles for a search text ad should include all of the following, except
- Asearch keywords
- Bimage of the product
- Cbrand name if brand is well known
- Dtext to gain searcher’s attention
40When writing copy for search text ads, web designers should include all of the following, except
- Akeywords for relevance
- Bunique value proposition (UVP)
- Cproduct listing offer (PLO)
- Dcall to action (CTA)
41The single thing that sets a website apart from the competition in terms of what it can provide to
customers is called- Adynamic keyword search
- Bdynamic product listing
- Ccall to action
- Dunique value proposition
42A common thread in all calls to action is that they include
- Aaction verbs
- Bsome type of price discount
- Climited time offer
- Da unique offer
43In creating a search ad, the ______ must be a landing page relevant to the offer and content in the
ad.- Adisplay URL
- Bdestination URL
- CCTR
- Dunique value proposition
44The correct formula for calculating CTR is
- A(Impressions/Clicks)*100
- BClicks/Costs
- CClicks/Conversions
- D(Clicks/Impressions)*100
45The average click-through-rate (CTR) for search text ads is around
- A1% to 4%
- B4% to 8%
- C7% to 12%
- D12% to 15%
46The number of clicks for a search text ad is 50 and the number of impressions is 5000. The CTR
would be- A1%
- B2%
- C5%
- D10%
47 The formula for calculating cost per click (CPC) is
- AImpressions/Costs
- BCosts/Clicks
- C(Clicks/Costs) * 100
- D(Clicks/Impressions) * Costs
48The percentage of visitors to a website who make a purchase is the
- Aclick-through-rate (CTR)
- Breturn on advertising spend (ROAS)
- Cconversion rate
- Dcosts per acquisition (CPA)
49If 300 people visit Amanda’s retail website and 6 make purchases, the conversion rate is
- A0.5%
- B2%
- C5%
- D6%
50To calculate ROAS, an advertiser must know which of the following?
- ACTR and conversion rate
- BTotal ad spend and CTR
- CTotal ad spend and total revenue
- DCTR and total revenue
51The formula for calculating return on advertising spend (ROAS) is
- A(Total revenue/CTR) * Total Adspend
- B(Total revenue/Total adspend) * CTR
- CTotal revenue/Total adspend
- D(Total revenue/Total adspend) * 100
52The formula for calculating cost per acquisition (CPA) is
- ATotal adspend/Total acquisitions
- BTotal revenue/Total acquisitions
- CCTR/Total acquisitions
- DConversions/CTR
53If Ryan spends $500 on search text ads and it results in 10 sales, then the cost per acquisition
(CPA) would be- A$5
- B$50
- C$2
- D$20
54With the automated auction system for bidding on keyword search advertising, the actual costper-click (CPC) is determined by the following key factors, except
- Aquality score
- Bmaximum CPC bid
- Cexpected impact of extensions and other ad formats
- Dbrand name and past search ad purchases
55With the automated auction system for bidding on keyword search advertising, the cost-per-click
(CPC) an advertiser will pay is- Athe average of the bids submitted
- Bthe amount the last bidder submitted
- Cone penny more than the second highest bidder
- Dthe highest bid amount
56Nick submitted a bid of $2.75 for the keyword phrase “lift kit” for Skyjacker. His bid was the
highest. The second highest bid was $2.30 and the average bid was $1.98. The cost-per-click
price Nick will pay is- A$2.75
- B$2.31
- C$2.30
- D$1.98
57The second-price auction model
- Adetermines how much the second-highest bidder will be charged
- Bcharges the highest bidder only a penny more than the bid of the second-highest bidder
- Cis for keywords with low-priced CPCs because no other bids were placed for that keyword
- Dis used for price changing that occurs every second
58Ad Rank is defined by Google as the value that is used to determine
- Aan ad’s position on the SERP
- Ban ad’s price
- Cthe amount the highest bidder is charged for a search ad
- Dthe Quality Score of a search ad
59Google, and other search engines, recalculate Quality Score for search ad bidding
- Aeach time an ad is considered for display for a particular keyword
- Bevery 100 times an ad is considered for display for a particular keyword
- Conce per day
- Donce per week
60Ad Rank takes into consideration
- Athe bid amount
- Bthe Quality Score
- Cboth the bid amount and Quality Score
- Dthe bid amount and the CPC
61All of the following are considered when determining Quality Score for a search keyword, except
- Aexpected CTR
- Bconversion rate
- Clanding page experience (bounce rate)
- Dad relevance
62 The Quality Score for search ads is defined as a measurement of
- Athe click-through-rate (CTR) divided by the number of impressions
- Bthe bid amount and quantity of keywords bid on
- Chow relevant an ad, keywords, and landing page are to individuals seeing the ad
- Dthe experience searchers have with a particular website
63The top ad position on a SERP goes to the
- Aadvertiser with the highest CTR
- Badvertiser with the highest Ad Rank
- Chighest bidder
- Dadvertiser with the highest Quality Score
64If the keyword an advertiser is bidding on is used in the ad and on the landing page, then the
advertiser will receive a higher Quality Score for- Ahigher expected CTR
- Bmore positive landing page experiences by searchers
- Clower bounce rate
- D. ad relevance
65Important steps in choosing the right keywords for a search ad include the following, except
- Aexamine the bid amounts for various keywords
- Bsearch for yourself by typing into a search engine words you think a customer would use
- Csee what keywords competitors use
- Dconsider the searcher’s intent and motivation behind each keyword
66Searchers can be classified into the following categories, except
- Abuyers
- B. grazers
- Cresearchers
- Dbrowsers
67If Amanda types into a search engine the keyword phrase “Wrangler cowgirl ultimate riding
jeans” she is likely a(n)- Abuyer
- Bgrazer
- Cresearcher
- Dbrowser
68The conversion rate would be the highest for keyword searches classified as
- Abuyers
- Bgrazers
- Cresearchers
- Dbrowsers
69If Samantha types into a search engine the keyword phrase “reviews of Wrangler cowgirl jeans”
she is likely a(n)- Abuyer
- Bgrazer
- Cresearcher
- Dbrowser
70If Sarah types into a search engine the keyword phrase “backyard patio ideas” she is likely a(n)
- Abuyer
- B. grazer
- C. researcher
- Dbrowser
71The following statements are true about Google Keyword Planner, except
- Ait can tell an advertiser what keywords competitors are using
- B. an advertiser should not expect to pay the exact same CPC as the Planner suggests
- Cit provides data that helps one do keyword research
- Dit can provide an estimate of what competing websites pay for keywords
72In developing a PPC campaign, an advertiser should consider all of the following information that
can be provided by a tool such as Google’s Keyword Planner, except- A. conversion rate for keywords
- Baverage monthly searches
- Clevel of competition
- Dsuggested bid
73Each appearance of an ad on a SERP counts as a(n)
- Aimpression
- Bclick
- CCTR
- DCPC
74Each time a person clicks on an ad on a SERP, it counts as a(n)
- Aimpression
- B. click
- CCTR
- DCPC
75The percentage of impressions that yield a click is the
- Aconversions
- Bconversion ratio
- CCTR
- DCPC
76The costs divided by the number of clicks an ad receives on a SERP is the
- Aconversions
- Bconversion ratio
- CCTR
- DCPC
77The percentage of visitors to a website from a SERP who are converted is the
- Aconversion click rate
- Bconversion ratio
- CCTR
- DCPC
78Organizing campaigns can help with all of the following except
- Alanding page optimization
- Bad relevance
- CQuality Scores
- Densure that an ad shows for specific keywords
79If a keyword has low search volume in a campaign, the best strategy is to
- Adiscontinue using the keyword in the campaign
- Bonly choose it as a keyword if it has a low CPC
- Clower the bid price in order to increase conversions
- Dconsider the CPC and relevance of the landing page to determine if that keyword should
be chosen
80With a(n) ______, a search engine will only show ads that have the keyword typed exactly as the
searcher used.- Aexact match
- Bphrase match
- Cbroad match
- Dmodified broad match
81With a(n) ______, a search engine will show ads that have the keyword typed exactly as the
searcher used, but may also have other words within the search.- Aexact match
- Bphrase match
- Cbroad match
- Dmodified broad match
82With a(n) ______, a search engine will show ads that have the keywords as well as ads that use a
synonym.- Aexact match
- Bphrase match
- Cbroad match
- Dmodified broad match
83 Alex wants to advertiser his eXmark zero turn riding lawnmowers. People type in a variety of
search words, but Alex wants to make sure the search phrase used has the words “zero turn.” The
rest of the phrase can be variations. He should use the _____ for his ad.- Aexact match
- Bphrase match
- Cbroad match
- Dmodified broad match
84Advertisers should use an exact match search methodology under all of the following conditions,
except- Athe advertiser is certain about the keyword phrase searchers will use
- Bpeople use a variety of keyword phrases
- Cconversions are being achieved and meeting expectations
- Dthe search query report is showing a large number of irrelevant keyword search results
where the company does not want the ad to appear
85Advertisers should use a phrase match search methodology under all of the following conditions,
except- A. the advertiser is certain about the keyword phrase searchers will use
- Badding keywords to the middle of a phrase will drastically change the context of the search
- Cthe keyword phrase has a number of ways it can be typed into a search engine
- Dkeywords are infrequently misspelled
86If am advertiser bid on the keyword ipad mini tablet as a keyword using the [ ] brackets like this
[ipad mini tablet], the ad will show up- Aonly when someone searches for ipad mini tablet
- Bwhen someone searches for ipad mini tablet and ipad mini tablets on sale
- Cwhen someone searches for ipad mini and ipad mini white tablet
- Dwhen someone types in any of the words ipad, mini, or tablet in any order
87Which of the following is the correct format for the modified broad match keyword match type?
- A-ipad mini
- B+ipad +mini
- C[ipad mini]
- D“ipad mini’
88Display ad networks have all of the following characteristics, except display networks
- Aconsists of a group of online publishers
- Bcharges publishers to run ads on their websites
- Ccreate standard ad sizes that publishers must agree to display
- Dcharge advertisers to run ads on the network of websites
89Publishers that participate in a display ad network
- Aalways make more money selling ad space through the ad network than they would selling
the ad space on their own - Bnever make more money selling ad space through the ad network than they would selling
the ad space on their own - Cget paid each time the ad network charges an advertiser for displaying advertisements on
the publisher’s site - Dhave to deal individually with each advertiser running ads on their site
- Aalways make more money selling ad space through the ad network than they would selling
90All of the following statements are true about advertisers buying ad space through display ad
networks, except advertisers- Ado not have to buy ad space from each publisher individually
- Bcan pick the websites that they will allow to show their ad
- Ccreate and upload ads that meet the specifications of the ad network
- Dmanage their ad budgets
91Display advertisers can choose from all of the following bidding methods, except
- Acost-per-ad
- Bcost-per-click
- Ccost-per-mille
- Dcost-per-acquisition
92With CPC bidding for display ads, advertisers pay
- Aonly when an ad is clicked
- Bper website where the ad is displayed
- Cper 1,000 impressions
- Dper conversion
93. With CPM bidding for display ads, advertisers pay
- A. only when an ad is clicked
- Bper website where the ad is displayed
- Cper 1,000 impressions
- Dper conversion
94With CPA bidding for display ads, advertisers pay
- Aonly when an ad is clicked
- Bper website where the ad is displayed
- Cper 1,000 impressions
- Dper conversion
95If an advertiser bids $4.75 CPM and another advertiser bids $0.50 per CPC with a click rate of
1%, the display network would award the ad space to- Athe CPM bidder because the network would earn $4.75 versus only 50 cents with the CPC
bidder - Bthe CPM bidder since the network has no idea how many click throughs the CPM bidder
will get - Cthe CPC bidder because the 1% click through rate would produce $5.00 over 1,000
impressions - D. the CPC bidder because the $0.50 per click rate would produce an income of $50.00
versus only $4.75 for the CPM bidder
- Athe CPM bidder because the network would earn $4.75 versus only 50 cents with the CPC
96If four advertisers bid the amounts shown below, which advertiser will pay the most per click?
- A$3.48 CPM
- B$2.50 CPM
- C$2.06 CPC with a CTR of 0.2%
- D$3.00 CPC with a CTR of 0.1%
97With the Google Display Network the types of ads that can be used include the following, except
- Abanner ads
- Btext ads
- Csearch ads
98What does the Google Display Ad Planner tell an advertiser?
- AWhere the target audience is spending its time online
- BHow many clicks the advertiser’s ads will get
- CExactly how many impressions the advertiser’s ads will get
- DExactly how much the advertiser will have to pay per click
99With Google Display Ad Planner, advertisers can select each of the following targeting methods,
except- Akeywords
- Bcosts
- Cinterests
- Dtopics
100When placing an online display ad based on ______, the ad will appear on webpages that use a
particular search keyword.- Akeywords
- Bcosts
- Cinterests
- Dtopics
101If an advertiser uses keyword targeting, the ad will appear on webpages that
- Ahave a high Quality Score and high ad relevancy
- Ba searcher accesses from conducting a search using that keyword
- C. use the selected keyword
- Dmatch the keyword and ad topic
102If an advertiser uses interest targeting, the ad will appear on webpages that
- Ahave a high Quality Score and high ad relevancy
- Ba searcher accesses from conducting a search using a keyword related to the browser’s
topic - Cuse the selected keyword and that matches the browser’s interests
- Dmatch the interest of the browser regardless of the webpage topic
103Emily has recently been on the Internet looking for a wedding gown. She is now on the Internet
looking for camping supplies they will need for an upcoming trip. She notices display ads for
wedding gowns on the camping-related sites. These advertisers are using- Akeyword targeting
- B. placement targeting
- Cinterest targeting
- Dtopic targeting
104With ______ ads will be shown to individuals who have a particular interest regardless of the
webpages they are viewing.- Akeyword targeting
- Bplacement targeting
- Cinterest targeting
- Dtopic targeting
105With interest targeting for display ads, search engines determine a person’s interests based on
- Aprofiles submitted to websites
- Bonline purchases
- C. keywords typed into search engines
- Dpast browsing behavior
106With topic targeting for display ads, ads will appear based on the topic
- A. of websites
- Bof keyword searches by the browser
- Cof interest to browsers
- Ddisplayed in past browsing behavior
107If an advertiser wants to place a display ad on a specific website, then _____ can be used.
- Akeyword targeting
- Bplacement targeting
- Cinterest targeting
- D. topic targeting
108With placement targeting of display ads, an advertiser can place ads on all of the following,
except- Aspecific keywords
- B. specific websites
- Cspecific apps
- Dspecific video channels
109An effective display ad must do all of the following, except
- Acommunicate a value proposition
- Battract attention
- C. invite action
- Dbe matched with a keyword phrase
110Remarketing or retargeting ads are displayed
- Awhen someone who has visited the advertiser’s site goes anywhere else online
- Bafter visitors to the advertiser’s site has downloaded a cookie on their browser and they go
anywhere else online - Cwhen visitors to the advertiser’s site go to a site within the ad network where the advertiser
is paying for clicks - Donly on the Google display ad network
111Megan was looking at jewelry at jcrew.com. After leaving the website, she surfs the web for
Florida vacation destinations for spring break. She notices each time she accesses a new website
an ad for J.Crew appears. This is an example of- Ainterest targeting
- Bplacement targeting
- Cremarketing or retargeting
- Dtopic targeting
112Bass Pro Shop wants to use remarketing to advertise to individuals who have visited the retailer’s
website. This remarketing will occur because- Acookies stored on the Bass Pro Shop website will show who has visited the website
- Bwhenever an individual visits a website within the ad network, the ad network will see the
Bass Pro cookie on the individual’s computer and display the Bass Pro ad on the computer
screen. - CBass Pro Shop is willing to pay a premium to the ad network to show the ad on all of its
network websites - Dthe Bass Pro Shop ad will be displayed on all websites within the ad network that sell
fishing and hunting supplies.
113All of the following statements about remarketing by Dick’s Sporting Goods are true, except
- Atargeting of previous visitors to Dick’s Sporting Goods occur through an ad network
- BDick’s Sporting Goods does not have the ability to track these visitors as they browse the
Internet - CDick’s Sporting Goods will pay only for conversions
- DDick’s can display ads for the products that were either examined or purchased at Dick’s
Sporting Goods on previous visits
114A website such as Lucky Brand can target each of the following with remarketing, except
- Aeveryone that has visited any page on Lucky Brand’s website
- Banyone who has visited only Lucky Brand’s homepage
- Cvisitors to the Lucky Brand site who did not make a purchase
- D. visitors to Lucky Brand who have also visited a competing brand
115A website such as Lucky Brand can target each of the following with remarketing, except
- Aindividuals within a specific age group and gender, such as 18-30 year old females
- Bvisitors to Lucky Brand that placed an item in the shopping cart, but did not make a
purchase - Cvisitors who have made a previous purchase
- Dindividuals who visited the Lucky Brand website within a specific time period, such as
within 30 to 90 days
116Compared to a typical online ad campaign, remarketing campaigns typically have
- Ahigher CTR and higher conversion rates
- BLower CTR and higher conversion rate
- CHigher CTR and lower conversion rates
- DLower CTR and lower conversion rates
117A banner ad created by Jonathan had CTR of 1.5% with 20,000 impression. How many people
clicked on the banner ad?- A200
- B300
- C3,000
- Dneed to know the conversion rate to determine the correct number
118A banner ad had 20,000 impressions, a CTR of 1%, and a conversion rate of 5%. The number of
actual conversions was- A10
- B20
- C50
- D100
119. After 3000 impressions, ad A has a CTR of 2% and a conversion rate of 25%, and ad B has a
CTR of 4% and a conversion rate of 10%. Which ad is better?- AAd A because it has a 25% conversion rate
- BAd B because it has a 4% conversion CTR
- CAd A because it resulted in 15 conversions
- DAd B because it resulted in 120 click-throughs to the website
120To ensure consistency between a display ad and its landing page, both the ad and landing page
should have all of the following, except- Ause a similar color scheme
- B. use similar calls to action
- Chighlight the same value propositions
- Duse the same keywords
Information
- Description
- Quiz on exam 2 DM, created by Vladislav Tokhtaev on 22/02/2023.
- Author
- Vladislav Tokhtaev
- Language
- English
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