MGT 6311 Digital Marketing Midterm
Exam Graded A+
In addition to listing the primary domain, the marketer can also list up to two domain
paths with the character limitation of _____ characters each.
The final and third section of the ad is the description portion of the ad. The character
max link for this section is ______ characters.
Callout extensions allow the marketer to include additional text of the ______ characters
in length for each callout
ad exchange - ANSWER-where unsold advertising spaces placed by publishers, and
then bid on by advertisers.
Adwords - ANSWER-On Google, an organization's ___________________ account
hosts all the ads that are currently running, as well as those that are under review,
paused and ended.
alt tags - ANSWER-descriptive words or phrases which accompany photos to identify
what the image is when the image will not open or load (this text is placed within the
source code and associated with the image. It helps with web accessibility to assist
visually impaired users using screen readers to better understand what the image
represents.) And it also helps the search engine better understand the image and index
it appropriately presuming we provide relevant descriptive text.
alt, title, file, align, size - ANSWER-How to Optimize Images for SEO:
______________ and ____________ tags
______________ name
______________ image
Image _____________
anchor text - ANSWER-the visible, clickable text in a hyperlink
Avg CPC, Conversion Rate - ANSWER-PPC Conversion Cost = ______________ /
_______________
Avg Sale Value, Profit Margin - ANSWER-Profit Margin Per Sale = ______________ x
_______________
backlinks - ANSWER-links from another website to your website; search engines value
these links because they send signals of credibility, relevance and significance
, banner ads - ANSWER-images or animations displayed on a website for advertising
purposes
branded, generic, related, competitor - ANSWER-4 types of terms we want to think
about for keyword relevance
broad match - ANSWER-Includes phrases containing your keywords, in any order, as
well as variations (e.g., synonyms, misspellings)
broad match modifier - ANSWER-Similar to broad match, but only shows ads in
searches including words designated with a plus sign (+red +shoes)
business goals, market research, business objects, metrics, budget, keyword research,
ads, tracking - ANSWER-Planning and Setting Up a Paid Search Campaign
1. Define ___________________ and conduct ___________________
2. Define ___________________ /___________________ for success
3. Establish a ___________________
4. Conduct ___________________
5. Create ___________________ (heading, description, path, extensions) and ensure
___________________ is in place
campaigns - ANSWER-Within the account, we can organize our search ads in
groupings, known as ___________________ based upon our marketing strategy
click through rate - ANSWER-the total clicks on a link divided by the number of times
that an ad link has been shown; expressed as a percentage
collaborators - ANSWER-external business entities that work with the company to
create value for customers; examples include Raw Materials Suppliers, Distributors,
Marketing agencies, and 3rd Party Retailers.
company - ANSWER-the organization or business unit providing certain goods and
services, often referred to as the offering
company, collaborators, competitors, customers, context - ANSWER-5Cs
competitors - ANSWER-organizations that offer products and services that aim to fulfill
the same wants and needs, and the same customers as the company's offering
context - ANSWER-the environment in which the company operates, and its associated
elements such as regulations or laws, economic conditions, cultural norms, and
technological factors
Exam Graded A+
In addition to listing the primary domain, the marketer can also list up to two domain
paths with the character limitation of _____ characters each.
The final and third section of the ad is the description portion of the ad. The character
max link for this section is ______ characters.
Callout extensions allow the marketer to include additional text of the ______ characters
in length for each callout
ad exchange - ANSWER-where unsold advertising spaces placed by publishers, and
then bid on by advertisers.
Adwords - ANSWER-On Google, an organization's ___________________ account
hosts all the ads that are currently running, as well as those that are under review,
paused and ended.
alt tags - ANSWER-descriptive words or phrases which accompany photos to identify
what the image is when the image will not open or load (this text is placed within the
source code and associated with the image. It helps with web accessibility to assist
visually impaired users using screen readers to better understand what the image
represents.) And it also helps the search engine better understand the image and index
it appropriately presuming we provide relevant descriptive text.
alt, title, file, align, size - ANSWER-How to Optimize Images for SEO:
______________ and ____________ tags
______________ name
______________ image
Image _____________
anchor text - ANSWER-the visible, clickable text in a hyperlink
Avg CPC, Conversion Rate - ANSWER-PPC Conversion Cost = ______________ /
_______________
Avg Sale Value, Profit Margin - ANSWER-Profit Margin Per Sale = ______________ x
_______________
backlinks - ANSWER-links from another website to your website; search engines value
these links because they send signals of credibility, relevance and significance
, banner ads - ANSWER-images or animations displayed on a website for advertising
purposes
branded, generic, related, competitor - ANSWER-4 types of terms we want to think
about for keyword relevance
broad match - ANSWER-Includes phrases containing your keywords, in any order, as
well as variations (e.g., synonyms, misspellings)
broad match modifier - ANSWER-Similar to broad match, but only shows ads in
searches including words designated with a plus sign (+red +shoes)
business goals, market research, business objects, metrics, budget, keyword research,
ads, tracking - ANSWER-Planning and Setting Up a Paid Search Campaign
1. Define ___________________ and conduct ___________________
2. Define ___________________ /___________________ for success
3. Establish a ___________________
4. Conduct ___________________
5. Create ___________________ (heading, description, path, extensions) and ensure
___________________ is in place
campaigns - ANSWER-Within the account, we can organize our search ads in
groupings, known as ___________________ based upon our marketing strategy
click through rate - ANSWER-the total clicks on a link divided by the number of times
that an ad link has been shown; expressed as a percentage
collaborators - ANSWER-external business entities that work with the company to
create value for customers; examples include Raw Materials Suppliers, Distributors,
Marketing agencies, and 3rd Party Retailers.
company - ANSWER-the organization or business unit providing certain goods and
services, often referred to as the offering
company, collaborators, competitors, customers, context - ANSWER-5Cs
competitors - ANSWER-organizations that offer products and services that aim to fulfill
the same wants and needs, and the same customers as the company's offering
context - ANSWER-the environment in which the company operates, and its associated
elements such as regulations or laws, economic conditions, cultural norms, and
technological factors
