MBA 703 - MODULE 7 COMPLETE QUESTIONS WITH 100% RATED CORRECT ANSWERS |
GRADED A+ | 2025/2026 LATEST UPDATE
Users don't really search the Web they search an archived copy built by crawling and
indexing discoverable documents.
three factors driving online ad growth trends (1) increased user time online,
(2) improved measurement and accountability,
(3) targeting.
ad impressions The number of times an ad appears on a Web site
search engine marketing (SEM) a type of web advertising whereby companies pay for
keywords that are used to catch consumers' attention while browsing a search engine
The practice of running and optimizing search engine ad campaigns
keyword advertising when software uses the words in the search box to send the person ads
for products that advertisers consider related to the topic
Advertisers bid on the keywords and phrases that they'd like to use to trigger the display of their
ad.
pay-per-click (PPC) A concept where advertisers don't pay unless someone clicks on their ad.
cost-per-click (CPC) The amount the firm pays each time a customer clicks on an ad.
, Ad rank formula Ad Rank = CPC max Bid x Quality Score
click-through rate (CTR) the number of times a user clicks on an online ad divided by the
number of impressions
One factor that goes into determining an ad's quality score
Quality Score A measurement of ad performance (CTR), history of click performance for
keywords, ad relevance to user query, and landing page experience.
Ads that are seen as relevant and that consumers respond to have higher quality scores.
The firm uses quality score multiplied by the maximum CPC to determine an ad's display
ranking.
landing page the web page that a person reaches when clicking on a search engine listing or
ad
Geotargeting occurs when computer systems identify a user's physical location (sometimes
called the geolocation) for the purpose of delivering tailored ads or other content - this is based
on IP address
proxy servers A third-party computer that passes traffic to and from a specific address
without revealing the address of the connected user.
Contextual advertising when software determines what a person is reading and sends the
person ads for products that advertisers consider related to the topic
GRADED A+ | 2025/2026 LATEST UPDATE
Users don't really search the Web they search an archived copy built by crawling and
indexing discoverable documents.
three factors driving online ad growth trends (1) increased user time online,
(2) improved measurement and accountability,
(3) targeting.
ad impressions The number of times an ad appears on a Web site
search engine marketing (SEM) a type of web advertising whereby companies pay for
keywords that are used to catch consumers' attention while browsing a search engine
The practice of running and optimizing search engine ad campaigns
keyword advertising when software uses the words in the search box to send the person ads
for products that advertisers consider related to the topic
Advertisers bid on the keywords and phrases that they'd like to use to trigger the display of their
ad.
pay-per-click (PPC) A concept where advertisers don't pay unless someone clicks on their ad.
cost-per-click (CPC) The amount the firm pays each time a customer clicks on an ad.
, Ad rank formula Ad Rank = CPC max Bid x Quality Score
click-through rate (CTR) the number of times a user clicks on an online ad divided by the
number of impressions
One factor that goes into determining an ad's quality score
Quality Score A measurement of ad performance (CTR), history of click performance for
keywords, ad relevance to user query, and landing page experience.
Ads that are seen as relevant and that consumers respond to have higher quality scores.
The firm uses quality score multiplied by the maximum CPC to determine an ad's display
ranking.
landing page the web page that a person reaches when clicking on a search engine listing or
ad
Geotargeting occurs when computer systems identify a user's physical location (sometimes
called the geolocation) for the purpose of delivering tailored ads or other content - this is based
on IP address
proxy servers A third-party computer that passes traffic to and from a specific address
without revealing the address of the connected user.
Contextual advertising when software determines what a person is reading and sends the
person ads for products that advertisers consider related to the topic
