MKT 3308 Final EXAMQuestions AND Correct Answers
"Analysis paralysis" occurs when - ✔✔the sheer volume of data overwhelms a
manager and causes inaction
"Long tail keywords" are - ✔✔search terms with lower volume than
A banner ad for Netflix should lead people to what kind of landing page? - ✔✔a
subscription landing page
A commuter's evening routine is very rigid except for Fri evenings, when she
often makes extra stops for shopping on the way home. Advertisers would most
likely find success if they targeted her within advertisements - ✔✔at the
beginning of her evening commute.
A company wishing to rank for local searches should first - ✔✔register and
verify its business with Google's My Business
A double opt-in email capture practice is one that - ✔✔Sends an email to
confirm the customers desire to be on email list
A lead generation website received 1000 visitors, gained 80 leads, and booked
with 20 of those leads. What is the conversion rate and what is the close rate? -
✔✔8%; 25%
A low conversion rate can be caused by all of the following EXCEPT - ✔✔overly
responsive design
, A major advantage of creating content specifically with the goal of ranking well
for a popular search phrase is that - ✔✔the content will have built-in
distribution
A retail website that wants to track its conversion rate should set up what type
of goal? - ✔✔Destination
A single-purpose landing - ✔✔directs visitors to one (and usually only one)
possible action
A transactional email is - ✔✔Sent to an individual to update him/her about a
purchase
A website that sell high-end ties notices that its ads are showing up for searches
that include "cheap". Because its ties are expensive, it does not want its ads to
show up for searchers using the word "cheap". What should this advertiser do?
- ✔✔add the word "cheap" to its negative keyword list
A website that sells software made 100 sales of $200 each from 2000 sessions
(for a total of $20000 in revenue and profit--the marginal cost of these sales was
$0.) The average cost to generate each session was $5 (the traffic came from a
paid advertising campaign). Were these 2000 sessions profitable? - ✔✔Yes
A website that sells wedding dresses targets ads to 1- women 2- ages 22 - 35 3-
actively searching for a wedding dress 4-with an interest in fashion 5 - in the top
10% of income 6 - within the greater Denver area. What is the major downside
of this targeting? - ✔✔The audience will be so small that the ads are not likely
to generate a large volume
"Analysis paralysis" occurs when - ✔✔the sheer volume of data overwhelms a
manager and causes inaction
"Long tail keywords" are - ✔✔search terms with lower volume than
A banner ad for Netflix should lead people to what kind of landing page? - ✔✔a
subscription landing page
A commuter's evening routine is very rigid except for Fri evenings, when she
often makes extra stops for shopping on the way home. Advertisers would most
likely find success if they targeted her within advertisements - ✔✔at the
beginning of her evening commute.
A company wishing to rank for local searches should first - ✔✔register and
verify its business with Google's My Business
A double opt-in email capture practice is one that - ✔✔Sends an email to
confirm the customers desire to be on email list
A lead generation website received 1000 visitors, gained 80 leads, and booked
with 20 of those leads. What is the conversion rate and what is the close rate? -
✔✔8%; 25%
A low conversion rate can be caused by all of the following EXCEPT - ✔✔overly
responsive design
, A major advantage of creating content specifically with the goal of ranking well
for a popular search phrase is that - ✔✔the content will have built-in
distribution
A retail website that wants to track its conversion rate should set up what type
of goal? - ✔✔Destination
A single-purpose landing - ✔✔directs visitors to one (and usually only one)
possible action
A transactional email is - ✔✔Sent to an individual to update him/her about a
purchase
A website that sell high-end ties notices that its ads are showing up for searches
that include "cheap". Because its ties are expensive, it does not want its ads to
show up for searchers using the word "cheap". What should this advertiser do?
- ✔✔add the word "cheap" to its negative keyword list
A website that sells software made 100 sales of $200 each from 2000 sessions
(for a total of $20000 in revenue and profit--the marginal cost of these sales was
$0.) The average cost to generate each session was $5 (the traffic came from a
paid advertising campaign). Were these 2000 sessions profitable? - ✔✔Yes
A website that sells wedding dresses targets ads to 1- women 2- ages 22 - 35 3-
actively searching for a wedding dress 4-with an interest in fashion 5 - in the top
10% of income 6 - within the greater Denver area. What is the major downside
of this targeting? - ✔✔The audience will be so small that the ads are not likely
to generate a large volume
