MGT 6311 Midterm questions with verified answers
4 components to define a holistic strategy Ans✓✓✓ 1. define the mission behind
dig. mktg efforts
2. derive the digital strategy
3. define the interaction strategy across cust. lifestyle
4. measurement & improve ROI
5 C's Ans✓✓✓ Customer, competitors, collaborators, company, context
Ad exchange Ans✓✓✓ where unsold ad space is placed by publishers and then
bid on by advertisers
Ad network Ans✓✓✓ serves as an intermediary between advertisers and
websites that have opted in. help publish ads at scale, manage pricing, help geo-
target and provide useful analytics
anchor text Ans✓✓✓ should contain the keyword you are taargeting in the link
URL
Avg CTR Ans✓✓✓ 1.91% on search network, but just .25% on display network
Bounce rate Ans✓✓✓ # of people who view one page and then leave website
without viewing any other pages
Break even point for avg sales Ans✓✓✓ Pro/sale * CR
then BEP CPC for LTV:
, Presume LTV = $15. LTV * CR
Broad match Ans✓✓✓ includes phrases containing your keywords: in any order,
as well as variations (synonyms, misspellings)
- no symbol
Broad match modifier Ans✓✓✓ Only shows ads in searches including words
designated with a plus sign
+ shoes + red
Buyer journey Ans✓✓✓ Discovery (loosening of status quo, committing to
change)
Consideration (Exploring possible solutions & committing to a solution)
Decision (Justifying the decision, making the selection)
Contextual ads Ans✓✓✓ shown based upon a webpages ad copy and ads
associated tags to create a symbiosis of relevance. like a marriott or trip advisor
page
CPA Ans✓✓✓ Cost per acquisition - payment made based upon an action taken
after user has clicked an ad and visited the advertiser's site. rarely used for display
CPC Ans✓✓✓ Cost per click - other most common
CPM Ans✓✓✓ Cost per mille (1,000 impressions)
4 components to define a holistic strategy Ans✓✓✓ 1. define the mission behind
dig. mktg efforts
2. derive the digital strategy
3. define the interaction strategy across cust. lifestyle
4. measurement & improve ROI
5 C's Ans✓✓✓ Customer, competitors, collaborators, company, context
Ad exchange Ans✓✓✓ where unsold ad space is placed by publishers and then
bid on by advertisers
Ad network Ans✓✓✓ serves as an intermediary between advertisers and
websites that have opted in. help publish ads at scale, manage pricing, help geo-
target and provide useful analytics
anchor text Ans✓✓✓ should contain the keyword you are taargeting in the link
URL
Avg CTR Ans✓✓✓ 1.91% on search network, but just .25% on display network
Bounce rate Ans✓✓✓ # of people who view one page and then leave website
without viewing any other pages
Break even point for avg sales Ans✓✓✓ Pro/sale * CR
then BEP CPC for LTV:
, Presume LTV = $15. LTV * CR
Broad match Ans✓✓✓ includes phrases containing your keywords: in any order,
as well as variations (synonyms, misspellings)
- no symbol
Broad match modifier Ans✓✓✓ Only shows ads in searches including words
designated with a plus sign
+ shoes + red
Buyer journey Ans✓✓✓ Discovery (loosening of status quo, committing to
change)
Consideration (Exploring possible solutions & committing to a solution)
Decision (Justifying the decision, making the selection)
Contextual ads Ans✓✓✓ shown based upon a webpages ad copy and ads
associated tags to create a symbiosis of relevance. like a marriott or trip advisor
page
CPA Ans✓✓✓ Cost per acquisition - payment made based upon an action taken
after user has clicked an ad and visited the advertiser's site. rarely used for display
CPC Ans✓✓✓ Cost per click - other most common
CPM Ans✓✓✓ Cost per mille (1,000 impressions)
