MAR 3700 final exam Questions and Answers Already Passed Graded A+
With the cost-per-click (CPC) advertising model, search engines charge advertisers each time an ad
a. appears on a search page
b. results in an actual action
c. is clicked
d. is read - Answers c. is clicked
In preparing a PPC text ad all of the following should be included, except
a. unique value proposition (UVP)
b. phrase match
c. broad match
d. modified broad match - Answers d. modified broad match
Alex wants to advertise his eXmark zero turn riding lawnmowers. People type in a variety of search
words, but Alex wants to make sure the search phrase used has the words "zero turn." The rest of the
phrase can be variations. He should use the ______ for his ad.
a. exact match
b. phrase match
c. broad match
d. modified broad match - Answers d. modified broad match
With a(n) ______, a search engine will show ads that have the keyword typed exactly as the searcher
used, but may also have other words within the search.
a. exact match
b. phrase match
c. broad match
, d. modified broad match - Answers b. phrase match
The percentage of impressions that yield a click is the
a. conversion
b. conversion ratio
c. CTR
d. CPC - Answers c. CTR
The number of clicks for a search text ad is 50 and the number of impressions is 5000. The CTR would be
a. 1%
b. 2%
c. 5%
d. 10% - Answers a. 1%
Publishers that participate in a display ad network
a. always make more money selling ad space through the ad network than they would selling the ad
space on their own
b. never make more money selling ad space through the ad network than they would selling the ad
space on their own
c. get paid each time the ad network charges an advertiser for displaying advertisements on the
publisher's site
d. have to deal individually with each advertiser running ads on their site - Answers c. get paid each time
the ad network charges an advertiser for displaying advertisements on the publisher's site
Display advertisers can choose from all of the following bidding method, except
a. cost-per-ad
b. cost-per-click
With the cost-per-click (CPC) advertising model, search engines charge advertisers each time an ad
a. appears on a search page
b. results in an actual action
c. is clicked
d. is read - Answers c. is clicked
In preparing a PPC text ad all of the following should be included, except
a. unique value proposition (UVP)
b. phrase match
c. broad match
d. modified broad match - Answers d. modified broad match
Alex wants to advertise his eXmark zero turn riding lawnmowers. People type in a variety of search
words, but Alex wants to make sure the search phrase used has the words "zero turn." The rest of the
phrase can be variations. He should use the ______ for his ad.
a. exact match
b. phrase match
c. broad match
d. modified broad match - Answers d. modified broad match
With a(n) ______, a search engine will show ads that have the keyword typed exactly as the searcher
used, but may also have other words within the search.
a. exact match
b. phrase match
c. broad match
, d. modified broad match - Answers b. phrase match
The percentage of impressions that yield a click is the
a. conversion
b. conversion ratio
c. CTR
d. CPC - Answers c. CTR
The number of clicks for a search text ad is 50 and the number of impressions is 5000. The CTR would be
a. 1%
b. 2%
c. 5%
d. 10% - Answers a. 1%
Publishers that participate in a display ad network
a. always make more money selling ad space through the ad network than they would selling the ad
space on their own
b. never make more money selling ad space through the ad network than they would selling the ad
space on their own
c. get paid each time the ad network charges an advertiser for displaying advertisements on the
publisher's site
d. have to deal individually with each advertiser running ads on their site - Answers c. get paid each time
the ad network charges an advertiser for displaying advertisements on the publisher's site
Display advertisers can choose from all of the following bidding method, except
a. cost-per-ad
b. cost-per-click
