MGT 6311 Digital Marketing Midterm questions with
verified answers
2020 share of mobile Ans✓✓✓ 68% mobile
5 P's model Ans✓✓✓ core components associated with the marketing mix, which
include:
- price
- product
- promotion
- place/placement/distribution
- people
Ad Copy Best Practices Ans✓✓✓ 1. appeal to emotions
2. incorporate a call to action CTA
3. target keywords in the title and ad copy
ad exchange Ans✓✓✓ where unsold advertising spaces placed by publishers, and
then bid on by advertisers
ad networks add value Ans✓✓✓ Helping advertisers publish their ads at scale,
meaning across numerous sites, ensuring ads are delivered to sites that align with
the advertisers' target audience behaviors and demographics.
Adwords account structure Ans✓✓✓ Account -> campaign -> ad group
,Anchor Text Type - branded Ans✓✓✓ company or organization's brand name is
used in the anchor text link and includes additional keywords that are likely to be
searched
Anchor Text Type - generic Ans✓✓✓ text might be read more, more info here, or
click here
Anchor Text Types - partial match Ans✓✓✓ includes a variation of the keyword
on the page being linked to
Anchor Text Types Ans✓✓✓ Visible and clickable text in the link.
1. Exact match
2. partial match
3. branded
4. image
5. generic
6. naked link
Backlink Ans✓✓✓ All the links from pages on external domains pointing to pages
on your own domain. Each link from an external domain to a specific page is
known as an inbound/backlink. The number of backlinks influences your ranking,
so the more backlinks the better
Backlinks Quality - authority Ans✓✓✓ Backlink quality of the referring site -
based upon several factors including total number of links, and the number of
linking root domains
, Backlinks Quality Ans✓✓✓ 1. Authority of the referring site
2. Keyword targeted anchor text
3. Topical site alignment
4. Link is from a domain that hasn't linked to you before
banner ads Ans✓✓✓ images or animations displayed on a website for advertising
purposes
BEP Ans✓✓✓ breakeven point analysis
Profit_margin_per_sale X conversion_rate.
BEP strength Ans✓✓✓ Cost oriented tool - not a demand oriented tool.
Bidding model for paid search ads Ans✓✓✓ Vickrey Auction Model
Buyer Journey - Consideration Ans✓✓✓ exploring possible solutions, Committing
to a solution
Buyer Journey - Decision Ans✓✓✓ justify the decision, making the selection
Buyer Journey - Discover Ans✓✓✓ loosening of the status quo and committing to
change
verified answers
2020 share of mobile Ans✓✓✓ 68% mobile
5 P's model Ans✓✓✓ core components associated with the marketing mix, which
include:
- price
- product
- promotion
- place/placement/distribution
- people
Ad Copy Best Practices Ans✓✓✓ 1. appeal to emotions
2. incorporate a call to action CTA
3. target keywords in the title and ad copy
ad exchange Ans✓✓✓ where unsold advertising spaces placed by publishers, and
then bid on by advertisers
ad networks add value Ans✓✓✓ Helping advertisers publish their ads at scale,
meaning across numerous sites, ensuring ads are delivered to sites that align with
the advertisers' target audience behaviors and demographics.
Adwords account structure Ans✓✓✓ Account -> campaign -> ad group
,Anchor Text Type - branded Ans✓✓✓ company or organization's brand name is
used in the anchor text link and includes additional keywords that are likely to be
searched
Anchor Text Type - generic Ans✓✓✓ text might be read more, more info here, or
click here
Anchor Text Types - partial match Ans✓✓✓ includes a variation of the keyword
on the page being linked to
Anchor Text Types Ans✓✓✓ Visible and clickable text in the link.
1. Exact match
2. partial match
3. branded
4. image
5. generic
6. naked link
Backlink Ans✓✓✓ All the links from pages on external domains pointing to pages
on your own domain. Each link from an external domain to a specific page is
known as an inbound/backlink. The number of backlinks influences your ranking,
so the more backlinks the better
Backlinks Quality - authority Ans✓✓✓ Backlink quality of the referring site -
based upon several factors including total number of links, and the number of
linking root domains
, Backlinks Quality Ans✓✓✓ 1. Authority of the referring site
2. Keyword targeted anchor text
3. Topical site alignment
4. Link is from a domain that hasn't linked to you before
banner ads Ans✓✓✓ images or animations displayed on a website for advertising
purposes
BEP Ans✓✓✓ breakeven point analysis
Profit_margin_per_sale X conversion_rate.
BEP strength Ans✓✓✓ Cost oriented tool - not a demand oriented tool.
Bidding model for paid search ads Ans✓✓✓ Vickrey Auction Model
Buyer Journey - Consideration Ans✓✓✓ exploring possible solutions, Committing
to a solution
Buyer Journey - Decision Ans✓✓✓ justify the decision, making the selection
Buyer Journey - Discover Ans✓✓✓ loosening of the status quo and committing to
change
