Exam 1 Flashcards
(34 cards)
Words that are used to prohibit PPC ads appearing in search results are known as
Broad match keywords
Phrase match keywords
Negative match keywords
Exact match keywords
Interstitial match keywords
Negative match keywords
The first component/phase of the Customer Marketing Model is
Advocacy
Segmentation
Customer retention
Awareness
Acquisition
Awareness
Which of the following encapsulates each component of the 5 C’s?
Customer, Creator, Competition, Context, Collaborators
Consumer, Context, Competition, Creator, Collaborators
Consumer, Competition, Conversion, Creation, Conclusion
Customer, Company, Competition, Collaborators, Context
Customer, Collaborators, Context, Competition, Conversion
Customer, Company, Competition, Collaborators, Context
Which of the following statements about display advertising isTRUE?
Expandable ads cannot be minimized
Undercover ads typically obtain the most clicks
Skyscraper ads appear between pages
Display advertising is useful for building brand awareness and share of voice
Display advertising is useful for building brand awareness and share of voice
Which of the following isNOTa Google search engine algorithm consideration when ordering the organic search results?
Meta-description tag
Relevance
Link Popularity
Trust
On-page keyword usage
Meta-description tag
Each of the following is a type of PPC advertising EXCEPT
Digital Billboard
Display
Search
Social Network
Mobile Network
Digital Billboard
When an ad server displays an ad based on the content within a page, this is known as
Evaluation advertising
Geo targeting
Day parting
Contextual advertising
Behavioral advertising
Contextual advertising
The page a user reaches when clicking on an ad (which should be optimized relative to the
ad title and ad copy) is known as a
Conversion Metric
Landing Page
Sitemap
Home Page
Contact Page
Landing Page
Organic(natural) results account for approximately what percentage of search clicks?
Less than 10%
25%
33%
70% - 75%
90%+
70% - 75%
Great digital creative (digital ads) includes several potential components. Which of the following is NOT a best practice related to the ad’s purpose/functionality?
Interactive
Entertaining
Useful
Customizable
Static
Static
Which of the following isNOTa paid search keyword match type?
Phrase
Broad
Specific
Exact
Negative
Specific
When a user takes an action on a website that equates to a defined goal (e.g. filling out the
contact-us form, downloading a white-paper, etc.), this is known as a(n)
Click-Through
Impression
Transaction
Conversion
DNS Request
Conversion
The combination of search advertising and search engine optimization is known as
SEM
Customer reviews
Hyper-marketing
SOPE
PPC
SEM
Which of the following isNOTa step in the PPC search campaign planning and setup
process?
Define business goals
Set a budget
Conduct keyword research
Leveling bids
Measure and test
Leveling bids
Significant amounts of data can be collected from online ads. Which of the following
isNOTa type of tracking data that can be gathered?
Number of impressions
Geography/Region
Whether or not it was seen/read
Number of clicks
Time of day the ad was clicked
Whether or not it was seen/read
A set of ideas that outline how a product line or brand will be positioned and achieve its objectives is known as a
Tactic
Metric
Value exchange
Context
Strategy
Strategy
Which of the following statements isFALSE?
The majority of organic (natural) SERP clicks occur in the first couple of positions
The ranking algorithm used for local results is different than standard search results
Paid search ads are shown above or below organic results (when they exist)
Search engine algorithms remain mostly consistent and change infrequently
Search algorithms are written such that they pick up on certain signals including
relevance, quality, popularity, user experience, and authority
Search engine algorithms remain mostly consistent and change infrequently
Key quality score components of a paid search ad include each of the followingEXCEPT
Click through rate (CTR) of the ad
Price of the ad (bid amount)
Landing page relevance
Ad copy relevance
Keyword relevance
Price of the ad (bid amount)
A profile developed to represent key attributes/characteristics that are specific to your
target audience is known as a
Buyer journey
Prospect outline
Customer segment
Lifestyle model
Persona
Persona
A company/organization that buys ad space on many websites and resells this aggregated
ad inventory to advertisers is known as a:
Search intermediary
Interstitial network
Social network
Affiliate program
Ad network
Ad network
The website text that forms a hyperlink, and is an important way to positively influence
SEO, is known as
Blogs
Title tags
Meta data
Anchor text
Podcasts
Anchor text
A key component of digital marketing that differentiates the medium from traditional
(radio, print, TV, etc.) marketing is
Geo-targeting
Ability to reach large audiences
Real-time measurement testing
Obtaining customer insights (market research)
Creating new product awareness
Real-time measurement & testing
Which of the following isNOTa legitimate way to increase links to a website?
Creating great content that people will want to link to
Leverage web-based public relations (PR) channels
Leverage black hat SEO tactics to game the search engines
Creating games and value-added videos on your website that generate interest
Create tools and documents that others want to use and access
Leverage black hat SEO tactics to game the search engines
To achieverapidproduct/service awareness results, a marketer should consider which of
the following digital marketing tactics?
Search engine optimization
PPC advertising
Website keyword optimization
Meta tags for website pages
Link building
PPC advertising
