MGT6311 Midterm questions with verified answers
bounce rate Ans✓✓✓ the percent of users who click on a site but leave before
going to any other linked pages within the site
customer experience map Ans✓✓✓ a visual representation of the key
touchpoints in a user's experience with your brand
dynamic creative optimization Ans✓✓✓ serve ads that target a specific audience
visiting the site (geographic, demographic, etc.)
Give examples of online research methodologies Ans✓✓✓ surveys, focus groups,
online monitoring
Give the match types for online search Ans✓✓✓ broad (any/all terms),
direct/exact (terms in quotes), inclusive (term1 + term2, and), exclusive (term1 -
term2, 1 not 2)
GOST Ans✓✓✓ goals, objectives, strategies, tactics
How can you tell if a marketing campaign is performing well? Ans✓✓✓ measure
against specific goals (purchases, filling in forms, downloads, CTR, conversion rate,
share of voice in marketplace)
How do you calculate cost per conversion? Ans✓✓✓ cost per click / conversion
rate
, How do you calculate profit margin per sale? Ans✓✓✓ average sale value * profit
margin
How do you determine whether a marketing campaign is profitable? Ans✓✓✓
calculate CPC and BEP CPC, if CPC < BEP CPC, campaign is profitable (sometimes
may want to take loss for some time to achieve long-term objectives)
How does quality score affect the amount a company must bid for advertising?
Ans✓✓✓ a higher quality score decreases bidding amount
long tail of search Ans✓✓✓ small number of high-volume searches (cheaper,
need more), large number of low-volume searches (less competition, more
targeted, may yield higher conversion rate, user knows exactly what they want)
Name 3 best practices for search advertising Ans✓✓✓ appeal to emotions,
incorporate a call to action, target keywords
Name 3 keyword categories Ans✓✓✓ branded terms, generic terms, related
terms, competitor terms
PPC advertising Ans✓✓✓ pay-per-click, ads that appear in on search engine
results page
profit margin Ans✓✓✓ (revenue - expenses) / revenue = profitability = % of every
$1 that is profit = % of revenue that the company keeps
programmatic buying Ans✓✓✓ a way of purchasing online advertising where
buying is done by software
bounce rate Ans✓✓✓ the percent of users who click on a site but leave before
going to any other linked pages within the site
customer experience map Ans✓✓✓ a visual representation of the key
touchpoints in a user's experience with your brand
dynamic creative optimization Ans✓✓✓ serve ads that target a specific audience
visiting the site (geographic, demographic, etc.)
Give examples of online research methodologies Ans✓✓✓ surveys, focus groups,
online monitoring
Give the match types for online search Ans✓✓✓ broad (any/all terms),
direct/exact (terms in quotes), inclusive (term1 + term2, and), exclusive (term1 -
term2, 1 not 2)
GOST Ans✓✓✓ goals, objectives, strategies, tactics
How can you tell if a marketing campaign is performing well? Ans✓✓✓ measure
against specific goals (purchases, filling in forms, downloads, CTR, conversion rate,
share of voice in marketplace)
How do you calculate cost per conversion? Ans✓✓✓ cost per click / conversion
rate
, How do you calculate profit margin per sale? Ans✓✓✓ average sale value * profit
margin
How do you determine whether a marketing campaign is profitable? Ans✓✓✓
calculate CPC and BEP CPC, if CPC < BEP CPC, campaign is profitable (sometimes
may want to take loss for some time to achieve long-term objectives)
How does quality score affect the amount a company must bid for advertising?
Ans✓✓✓ a higher quality score decreases bidding amount
long tail of search Ans✓✓✓ small number of high-volume searches (cheaper,
need more), large number of low-volume searches (less competition, more
targeted, may yield higher conversion rate, user knows exactly what they want)
Name 3 best practices for search advertising Ans✓✓✓ appeal to emotions,
incorporate a call to action, target keywords
Name 3 keyword categories Ans✓✓✓ branded terms, generic terms, related
terms, competitor terms
PPC advertising Ans✓✓✓ pay-per-click, ads that appear in on search engine
results page
profit margin Ans✓✓✓ (revenue - expenses) / revenue = profitability = % of every
$1 that is profit = % of revenue that the company keeps
programmatic buying Ans✓✓✓ a way of purchasing online advertising where
buying is done by software
