E Marketing Quiz 7

flat fee

Advertisers on a display network can pay through each of the following methods EXCEPT

audiences, demographics, content

The three broad methods of display ad targeting on Google's display network are

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?

$20

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?

Advertiser B because his/her bids are expected to earn the ad network more money

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?

pre-convert the consumer

Good display ad copy does everything EXCEPT

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

use different ad content across targets

Dynamic remarketing ads

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

all of these options

When a consumer clicks on a display ad, the landing page should match the ad's