Internet Marketing quiz 6-9

Which of the following is NOT displayed in a PPC text ad?

a. The destination URL

b. Description Line 2

c. The display URL

d. The title

1. Which of the following is NOT displayed in a PPC text ad?

a. The destination URL

In a PPC text ad, it is a best practice to include which of the following?

a. UVP

b. Call-to-Action

c. Keywords pertaining to the ad group

d. All of the above

d. All of the above

What does PLA stand for?

a. Product Landing Advertisement

b. Promotional Listing Association

c. Product Listing Ad

d. None of the above

c. Product Listing Ad

To calculate your ROAS, you must know which of the following?

a. CTR and conversion rate

b. Total ad spend and CTR

c. Total ad spend and total revenue

d. CTR and total revenue

c. Total ad spend and total revenue

How often does Google recalculate Quality Score?

a. Each time an ad is considered for display for a particular keyword

b. Every 100 times an ad is considered for display for a particular keyword

c. Once per day

d. Once per week

a. Each time an ad is considered for display for a particular keyword

Ad Rank takes into consideration:

a. Bid amount

b. Quality Score

c. a and b

d. None of the above

c. a and b

Which of the following is NOT considered when determining Quality Score?

a. Expected CTR

b. Conversion rate

c. Landing page experience (bounce rate)

d. Ad relevance

b. Conversion rate

Which is the correct formula for calculating CTR?

a. (Impressions/Clicks)*100=CTR

b. Clicks/Cost=CTR

c. Clicks/Conversions=CTR

d. (Clicks/Impressions)*100=CTR

d. (Clicks/Impressions)*100=CTR

Which advertiser is awarded the top ad position?

a. The advertiser with the highest CTR

b. The advertiser with the highest Ad Rank

c. The highest bidder

d. The advertiser with the highest Quality Score

b. The advertiser with the highest Ad Rank

The second-price auction model

a. Determines how much the second-highest bidder will be charged

b. Charges the highest bidder only a penny more than the bid of the second-highest bidder

c. Is for keywords with low-priced CPCs because no other bids were placed for that keyword

d. Is used for price changing that occurs every second

b. Charges the highest bidder only a penny more than the bid of the second-highest bidder

The Google Keyword Planner

a. Is irrelevant because the CPC bidding system is too dynamic

b. Is relevant, but one should not expect to pay the exact same CPC as the Planner suggests

c. Provides data that helps one do keyword research

d. a & c

e. b & c

f. None of the above

e. b & c

Organizing campaigns can help with all of the following except:

a. Landing page optimization

b. Ad relevance

c. Quality Scores

d. Ensure that your ad shows for specific keywords

a. Landing page optimization

If a keyword has low search volume, you should do which of the following?

a. Definitely do NOT advertise on this keyword

b. Only choose it as a keyword if it has a low CPC

c. Definitely DO advertise on this keyword

d. Consider the CPC and relevance of the landing page to determine if that keyword should be chosen

d. Consider the CPC and relevance of the landing page to determine if that keyword should be chosen

If you bid on the keyword ipad mini tablet as a keyword using the [ ] brackets like this: [ipad mini tablet], your ad will

show up

a. Only when someone searches for ipad mini tablet

b. When some searches for ipad mini tablet and ipad mini tablets on sale

c. When someone searches for ipad mini and ipad mini white tablet

d. None of the above

a. Only when someone searches for ipad mini tablet

Which 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"

b. +ipad +mini

Publishers that participate in a display ad network

a. Always make more money selling ad space through the ad network than they would selling the ad space on their own

b. Never make more money selling ad space through the ad network than they would selling the ad space on their own

c. Get paid each time the ad network charges an advertiser for displaying advertisements on the publisher's site

d. Have to deal individually with each advertiser running ads on their site

c. Get paid each time the ad network charges an advertiser for displaying advertisements on

Advertisers buy ad space through display ad networks

a. So they don't have to buy ad space from each publisher individually

b. And have no control over which sites show their ad

c. But can pick what types of sites they will allow to show their ad

d. a and b

e. a and c

e. a and c

If an advertiser bids a $1.50 CPM, receives 40,000 impressions, and gets 80 clicks, what would the equivalent CPC bid

be?

a. $2.00

b. $0.075

c. $1.50

d. $0.75

$1.50 * 40 = $60

$60 / 80 = $.75

d. $0.75

$1.50 * 40 = $60

$60 / 80 = $.75

With the Google Display Network, what types of ads can be run?

a. Banner ads

b. Text ads

c. Both of the above.

d. None of the above.

c. Both of the above.

If four advertisers bid the amounts shown below, which advertiser will pay the most per click?

a. $1.98 CPC

b. $2.50 CPC

c. $2.06 CPM with a CTR of 4%

d. $3.00 CPM with a CTR of .5% 4% CTR => 40 clicks/1000 impressions; $2.06/40 = $.05

.5% CTR => 5 clicks/1000 impressions; $3.00/5 = $.60

b. $2.50 CPC

CTR => 40 clicks/1000 impressions; $2.06/40 = $.05

.5% CTR => 5 clicks/1000 impressions; $3.00/5 = $.60

What does the Google Display Ad Planner tell an advertiser?

a. Where the target audience is spending its time online

b. How many clicks his ads will get

c. Exactly how many impressions his ads will get

d. Exactly how much he will have to pay per click

a. Where the target audience is spending its time online

Where/when are remarketing ads displayed?

a. When someone who has visited the advertiser's site goes anywhere else online

b. After visitors to the advertiser's site has downloaded a cookie on their browser and they go anywhere else online

c. After visitors to the advertiser's site have downloaded a cookie on their browser and they go to a site within the ad

network where the advertiser is paying for clicks

d. Only on the Google Display ad network

c. After visitors to the advertiser's site have downloaded a cookie on their browser and they go to a site within the ad

network where the advertiser is paying for clicks

Compared to a typical online ad campaign, remarketing campaigns typically have

a. Higher CTR and higher conversion rates

b. Lower CTR and higher conversion rates

c. Higher CTR and lower conversion rates

d. Lower CTR and lower conversion rates

a. Higher CTR and higher conversion rates

9. After 100 impressions, ad A has a CTR of 1% and a conversion rate of 100%, and ad B has a CTR of 2% and a

conversion rate of 0%. Which ad is better?

a. Ad A because it has a 100% conversion rate

b. Ad B because it has a 2% CTR

c. Ad A because it has both a 1% CTR and a conversion

d. 100 impressions are not enough data to know which ad is better

d. 100 impressions are not enough data to know which ad is better

10. To ensure consistency between an ad and its landing page, both the ad and landing page should

a. Use a similar color scheme

b. Use similar calls to action

c. Highlight the same value propositions

d. All of the above

d. All of the above

Online retailers can and should encourage every customer to sign up for regular emails from the retailer. What should

the retailer do to avoid spam filters?

a. Automatically send regular emails to all customers

b. Send emails to all customers except those who request to be taken off the email list

c. Provide a check box that is checked by default during the checkout process for customers to sign up for emails

d. Provide a check box that is unchecked by default during the checkout process for customers to sign up for emails

d. Provide a check box that is unchecked by default during the checkout process for customers to sign up for emails

What does double opt-in email capture do?

a. Sends at most two emails per week

b. Sends an email to confirm the customer's desire to be on the email list

c. Requires customers to double-click on the sign-up link

d. Sends two copies of every email to customers

b. Sends an email to confirm the customer's desire to be on the email list

How often should a company send emails?

a. Once per day

b. Once per week

c. Twice per week

d. As often as it can create valuable content

d. As often as it can create valuable content

During what time of day should emails be sent?

a. Morning

b. Mid-day

c. Evening

d. When response rate is highest

d. When response rate is highest

One way to use an email list segmentation scheme is to send certain emails only to specific segments. What is another

way?

a. Send emails to the whole list while changing parts of the content to match segment characteristics

b. Send members of the email list only specific segments of an email

c. Send all members of the list the same email with the expectation that only some segments will respond

d. Use different background colors for each segment

a. Send emails to the whole list while changing parts of the content to match segment characteristics

What is a transactional email?

a. An email usually sent regularly to the whole email list

b. An email sent to select segments of the email list during specific times of the year, like holidays

c. An email sent to an individual to update him/her about a purchase

d. An email sent only to purchasers who sign up for an email list

c. An email sent to an individual to update him/her about a purchase

Sending an email to a shopper who has abandoned their shopping cart is an example of

a. a broadcast email

b. a transactional email

c. a triggered email

d. a segmented email

c. a triggered email

If I run a retail website that sells sports equipment and I send a broadcast email to my email list advertising a 15%

discount on ski helmets, then a user who clicks on the email should be taken to

a. a dedicated landing page showing ski helmets with a 15% markdown

b. a search bar on my site where users can search for the specific gear they want

c. the homepage

d. the ski gear category page

a. a dedicated landing page showing ski helmets with a 15% markdown

Suppose I send an email with the following characteristics: 25% open rate; 25% click-through rate; 20% conversion

rate; $100 average order value. How much revenue can I expect this email to generate if I send it out to my entire email

list of 1000 members?

a. $100

b. $1250

c. $2000

d. $5000

b. $1250

When a member of our email list clicks an unsubscribe button, they should be taken to

a. our website's homepage

b. a dedicated landing page with our best deals

c. a page warning the user that unsubscribing is a bad idea

d. a page that unsubscribes the user but allows them to stay subscribed to a smaller portion of emails and/or asks the

reason for unsubscribing

d. a page that unsubscribes the user but allows them to stay subscribed to a smaller portion of emails and/or asks the

reason for unsubscribing

In what way is social media not free?

a. Most social media platforms charge companies money to have an account

b. Companies must allocate resources to managing their social media accounts

c. Social media typically drives customers away, which costs the company money

d. Social media requires companies to hire a creative agency

b. Companies must allocate resources to managing their social media accounts

What does it mean when a video or other content "goes viral"?

a. It inserts a virus into any computer that opens the file

b. It has such a visceral effect on watchers that it makes them ill

c. Those exposed to it forward it on to other friends, thus spreading it until it reaches market saturation

d. A virus within the video prevents it from playing on certain computers

c. Those exposed to it forward it on to other friends, thus spreading it until it reaches market saturation

A company wants to be scientific about creating a viral video. It has created a video and estimates the following virality

parameters: Pf = .03; N = 500; Pv = .5. If the company is able to get 1,000 people to watch it at the outset, and its

parameter estimates are accurate, is the video likely to go viral?

a. Yes

b. No

a. Yes

1000 .03 500 * .5 = 7500 additional views

For a company like Oracle or Cisco, neither of which sells products online, what is the purpose of its social media

likely to be?

a. Publicize its corporate social responsibility efforts

b. Build brand equity

c. Increase its market share

d. Determine which customers like it best

b. Build brand equity

Why is Ford's objective in running social media campaigns to build brand equity rather than increase online sales?

a. It is illegal to sell automobiles online

b. There is too much price competition online

c. Selling automobiles online would make distribution too difficult

d. Their dealers would be upset at having to compete with online sales

d. Their dealers would be upset at having to compete with online sales

What should social media content from a company do?

a. Make the company seem like any other friend to its followers

b. Usually be humorous

c. Provide value to its followers

d. Insult the company's competitors

c. Provide value to its followers

Why should companies plan their content before they begin efforts to attract followers?

a. There should already be content for followers to see

b. The company needs to have a content plan in place

c. Both a and b

d. None of the above

c. Both a and b

Company X has 2,000 Facebook Likes, whereas Company Y has 10,000 Facebook Likes. Company X's Facebook

efforts might be more successful than Company Y's efforts if

a. Company X's fans are more engaged

b. Company X's content is more humorous

c. Company Y has been doing social media longer

d. Company Y creates content more often than Company X

a. Company X's fans are more engaged

When two people connect on Facebook, they are friends. When a person connects to a company on Facebook, the

person is considered a __________ of the company.

a. customer

b. favorite

c. VIP

d. fan

d. fan

Facebook decides which ads to show based on eCPM, effective Cost Per Mille. How is this calculated?

a. Bid amount × number of prior clicks

b. Past ad spending / fans

c. Bid amount × click-through rate

d. Past ad spending / past clicks

c. Bid amount × click-through rate