Digital Marketing Exam - Ch. 1-8 StuKent – 284
Questions and Answers
URL (Uniform Resource Locator) - -"amazon.com", "http://amazon.com",
"http://www.amazon.com" indicating which webpage the user wants to display.
-Domain Name - -"Amazon.com" - name of a website.
-IP address - -Internet Protocol address; standardized set of procedures for locating
computers connected to the internet and for transferring information from one computer
to another.
-Server - -a computer connected to the internet that fulfills information requests to the
website
-Cookie - -unique identifier that Amazon placed on John's computer during one of his
previous visits to amazon.com so Amazon could remember him.
Typically used to tailor the website experience to each user.
Can better recommend products John (user) might like based on his browsing and
purchase history.
-Dynamic Serverside Programming Language Examples - -Java, C++, Perl, and PHP
-HTML - -Hypertext markup language that web browsers process
-Javascript - -Client-side coding languages that web browsers process to display webpages
-Web Browsers - -software that displays webpages -- Internet Explorer, Firefox, Chrome,
Safari, Opera
-Transport Layer Security (TLS) - -an encryption method to prevent eavesdropping from
third parties; how credit card info is sent when a customer purchases something online
-Secure Sockets Layer (SSL) - -Predecessor of TLS
-Web Hosting - -providing server space for others to run a website
-Three types of traffic (visitors) - -1. Direct traffic (an internet user types the website's
URL directly into the browser)
2. Referral traffic (an internet user clicks on a link to the site from another site)
3. Search traffic (an internet user clicks on a link to the site from a search engine results
page -- though this can technically be considered referral traffic, search traffic and referral
traffic differ from one another in many ways and so are considered separately)
,-Direct Traffic - -Most websites earn little; comes from either offline advertising activities
or from habit. Type the URL directly into their browser's address bar.
-Referral Traffic - -categorized by paid and unpaid.
-Paid Referral Traffic - -banner, text, or rich media ads that a website has paid to display
on other websites
-Unpaid Referral Traffic - -any visitors that come to the website from any links that are not
paid for
EX: Hyperlinking words in an article to go to an external website
-Search Traffic - -can also be categorized as unpaid and paid
-Paid Search Traffic - -comes from ads on the search engine results page that accompany
the organic results
-Unpaid Search Traffic - -any traffic that comes to a site from clicks on the *organic* search
results on the search engine results page (SERP)
-Measurement of Websites Success - -1. Generate Traffic (visitors to the site)
2. Drive conversions (entice visitors to engage in some type of desired behavior)
3. Generate revenue (if owner wants to earn money from the website)
-Conversion - -a target action website owners wish visitors to take; most easily
understood in the context of online retail, or eCommerce (calculated as Purchases/Visits)
-Revenue - -generated as a measure of a website's success in generating conversions
-How to maximize revenue from each conversion: - --Email Lists--> send emails about
products to entice customers
-Premium Memberships
EX: Amazon Prime
-True/False: Conversions are used only for e-commerce websites. - -False. Not all websites
are retail websites so a conversion can be defined many different ways.
-eCommerce - -visitor has converted when he/she makes a purchase from the site
-Conversion rate - -percentage of visitors who convert; one of the most important
indicators of a retail website's success
-Lead Generation - -generate an inquiry from a potential customer into a business's
products or services
-Search Engine - -conversions can include bookings, sign up for emails, or ad click-through
, -Media - -this type of website that has a conversion that is most difficult to define
-Social Media - -new account creation-conversion
-Affiliate Marketing - -makes money when a visitor clicks on one of their affiliate links and
buys something on the destination website. Click-through is main conversion. Purchase is
secondary conversion.
-Shopping Cart - -software that stores shoppers' product requests
-Marketplace - -provide a platform for buyers and sellers to come together for these
exchanges. Both actions of buying and selling are primary conversions. Secondary focus:
account creation
-To this day, Google still makes more money from...than from all of its other revenue
sources combines - -Ad Words
-PPC advertising on search engines are also sometimes referred to as... - -Search Engine
Marketing (SEM)
-6 key elements in SERPS - --title tag
-display URL
-description line 1
-description line 2
-destination URL
-ad extensions
-Title Tag - -first thing is keyword phrase then brand name; shows up at the top of a
browser when one navigates to that page; cut off after 67 characters
-Description Lines - -different for sidebar ads and top-of-page ads
-Top-of-page ads - -appear above the organic search results; one description line
-Sidebar ad - -two description lines; each with limit of 35 characters
-The display URL and the destination URL - -see when an ad is displayed in SERPs; Google
allows advertisers to use any URL they like for the display URL as long as the root domain
of the display URL is the same as the root domain of the page search lands on when clicks
ad.
-Destination URL - -actual URL where the searcher will be directed when the ad is clicked
-Ad Extensions - -- location extensions to display store addresses with a link to Google
Maps
Questions and Answers
URL (Uniform Resource Locator) - -"amazon.com", "http://amazon.com",
"http://www.amazon.com" indicating which webpage the user wants to display.
-Domain Name - -"Amazon.com" - name of a website.
-IP address - -Internet Protocol address; standardized set of procedures for locating
computers connected to the internet and for transferring information from one computer
to another.
-Server - -a computer connected to the internet that fulfills information requests to the
website
-Cookie - -unique identifier that Amazon placed on John's computer during one of his
previous visits to amazon.com so Amazon could remember him.
Typically used to tailor the website experience to each user.
Can better recommend products John (user) might like based on his browsing and
purchase history.
-Dynamic Serverside Programming Language Examples - -Java, C++, Perl, and PHP
-HTML - -Hypertext markup language that web browsers process
-Javascript - -Client-side coding languages that web browsers process to display webpages
-Web Browsers - -software that displays webpages -- Internet Explorer, Firefox, Chrome,
Safari, Opera
-Transport Layer Security (TLS) - -an encryption method to prevent eavesdropping from
third parties; how credit card info is sent when a customer purchases something online
-Secure Sockets Layer (SSL) - -Predecessor of TLS
-Web Hosting - -providing server space for others to run a website
-Three types of traffic (visitors) - -1. Direct traffic (an internet user types the website's
URL directly into the browser)
2. Referral traffic (an internet user clicks on a link to the site from another site)
3. Search traffic (an internet user clicks on a link to the site from a search engine results
page -- though this can technically be considered referral traffic, search traffic and referral
traffic differ from one another in many ways and so are considered separately)
,-Direct Traffic - -Most websites earn little; comes from either offline advertising activities
or from habit. Type the URL directly into their browser's address bar.
-Referral Traffic - -categorized by paid and unpaid.
-Paid Referral Traffic - -banner, text, or rich media ads that a website has paid to display
on other websites
-Unpaid Referral Traffic - -any visitors that come to the website from any links that are not
paid for
EX: Hyperlinking words in an article to go to an external website
-Search Traffic - -can also be categorized as unpaid and paid
-Paid Search Traffic - -comes from ads on the search engine results page that accompany
the organic results
-Unpaid Search Traffic - -any traffic that comes to a site from clicks on the *organic* search
results on the search engine results page (SERP)
-Measurement of Websites Success - -1. Generate Traffic (visitors to the site)
2. Drive conversions (entice visitors to engage in some type of desired behavior)
3. Generate revenue (if owner wants to earn money from the website)
-Conversion - -a target action website owners wish visitors to take; most easily
understood in the context of online retail, or eCommerce (calculated as Purchases/Visits)
-Revenue - -generated as a measure of a website's success in generating conversions
-How to maximize revenue from each conversion: - --Email Lists--> send emails about
products to entice customers
-Premium Memberships
EX: Amazon Prime
-True/False: Conversions are used only for e-commerce websites. - -False. Not all websites
are retail websites so a conversion can be defined many different ways.
-eCommerce - -visitor has converted when he/she makes a purchase from the site
-Conversion rate - -percentage of visitors who convert; one of the most important
indicators of a retail website's success
-Lead Generation - -generate an inquiry from a potential customer into a business's
products or services
-Search Engine - -conversions can include bookings, sign up for emails, or ad click-through
, -Media - -this type of website that has a conversion that is most difficult to define
-Social Media - -new account creation-conversion
-Affiliate Marketing - -makes money when a visitor clicks on one of their affiliate links and
buys something on the destination website. Click-through is main conversion. Purchase is
secondary conversion.
-Shopping Cart - -software that stores shoppers' product requests
-Marketplace - -provide a platform for buyers and sellers to come together for these
exchanges. Both actions of buying and selling are primary conversions. Secondary focus:
account creation
-To this day, Google still makes more money from...than from all of its other revenue
sources combines - -Ad Words
-PPC advertising on search engines are also sometimes referred to as... - -Search Engine
Marketing (SEM)
-6 key elements in SERPS - --title tag
-display URL
-description line 1
-description line 2
-destination URL
-ad extensions
-Title Tag - -first thing is keyword phrase then brand name; shows up at the top of a
browser when one navigates to that page; cut off after 67 characters
-Description Lines - -different for sidebar ads and top-of-page ads
-Top-of-page ads - -appear above the organic search results; one description line
-Sidebar ad - -two description lines; each with limit of 35 characters
-The display URL and the destination URL - -see when an ad is displayed in SERPs; Google
allows advertisers to use any URL they like for the display URL as long as the root domain
of the display URL is the same as the root domain of the page search lands on when clicks
ad.
-Destination URL - -actual URL where the searcher will be directed when the ad is clicked
-Ad Extensions - -- location extensions to display store addresses with a link to Google
Maps
