UNL MRKT 441 Exam 2 (Chapters 5–8) – Study Guide, Practice Questions & Exam
Review
Suppose Cody sends an email with the following characteristics; 25% open rate; 25% click-
through rate; 20% conversion rate; $100 average order value. How much revenue can Cody
expect this email to generate if it is sent to an email list of 1000 members? - ANS ✔✔1250
If an advertiser bids a $4.75 CPM, and another advertiser bids $0.50 per CPC with a click Rate of
1% the display network would award the ad space to - ANS ✔✔The CPC bidder because the 1%
click through rate would produce $5.00 over 1,000 impressions
If the keyword an advertiser is bidding on is used in the ad and on the landing page, then the
advertiser will receive a higher quality score for - ANS ✔✔Ad relevance
which of the following might be a paid link (advertisement) on a website? - ANS ✔✔< a rel=
"nofollow" href + "http;//www.expedia.com/hotels"> Great Hotel Deals </a>
An unsubscribe landing page can offer all of the following options to individuals who have
requested to unsubscribe from an email list, except - ANS ✔✔Opportunity to Purchase
merchandise at a steep discount
In developing a PPC campaign, an advertiser should consider all of the following information
that can be provided by a tool such as Google's Keyword Planner, except - ANS ✔✔Conversion
rates for keywords
Google offers the following targeting methods for display ads, except - ANS ✔✔Style
The following metrics are used by search engines to determine a webpage's popularity, except -
ANS ✔✔Alternative text and Headers
, Of the following email marketing goals, the best for an online media website would be to - ANS
✔✔Encourage individuals to spend time on the website
If an advertiser notices that display ad traffic from mobile devices is unprofitable, they should -
ANS ✔✔Either of the above
(Deselect mobile devices in the device settings of the display ad campaign)
(Adjust mobile bid amounts by a percentage)
the first step in generating strong _______ backlinks to a site is to create content over other
websites consider valuable and worth linking too. - ANS ✔✔Editorial
The Quality Score for search ads is defined as a measurement of - ANS ✔✔How relevant an ad,
keywords, and landing page are to individuals seeing the ad
the first step in developing an email campaign is to - ANS ✔✔Capture email addresses
Display ad networks have all of the following characteristics, except display networks - ANS
✔✔Charge publishers to run ads on their websites
If a brand name is well known it does not need to be included in the search as headline because
that space should be used for gaining the attention of the searcher - ANS ✔✔False
PageRank could be easily manipulated by - ANS ✔✔creating spam websites linking to one
another
A website's popularity is determined by - ANS ✔✔Backlinks
Review
Suppose Cody sends an email with the following characteristics; 25% open rate; 25% click-
through rate; 20% conversion rate; $100 average order value. How much revenue can Cody
expect this email to generate if it is sent to an email list of 1000 members? - ANS ✔✔1250
If an advertiser bids a $4.75 CPM, and another advertiser bids $0.50 per CPC with a click Rate of
1% the display network would award the ad space to - ANS ✔✔The CPC bidder because the 1%
click through rate would produce $5.00 over 1,000 impressions
If the keyword an advertiser is bidding on is used in the ad and on the landing page, then the
advertiser will receive a higher quality score for - ANS ✔✔Ad relevance
which of the following might be a paid link (advertisement) on a website? - ANS ✔✔< a rel=
"nofollow" href + "http;//www.expedia.com/hotels"> Great Hotel Deals </a>
An unsubscribe landing page can offer all of the following options to individuals who have
requested to unsubscribe from an email list, except - ANS ✔✔Opportunity to Purchase
merchandise at a steep discount
In developing a PPC campaign, an advertiser should consider all of the following information
that can be provided by a tool such as Google's Keyword Planner, except - ANS ✔✔Conversion
rates for keywords
Google offers the following targeting methods for display ads, except - ANS ✔✔Style
The following metrics are used by search engines to determine a webpage's popularity, except -
ANS ✔✔Alternative text and Headers
, Of the following email marketing goals, the best for an online media website would be to - ANS
✔✔Encourage individuals to spend time on the website
If an advertiser notices that display ad traffic from mobile devices is unprofitable, they should -
ANS ✔✔Either of the above
(Deselect mobile devices in the device settings of the display ad campaign)
(Adjust mobile bid amounts by a percentage)
the first step in generating strong _______ backlinks to a site is to create content over other
websites consider valuable and worth linking too. - ANS ✔✔Editorial
The Quality Score for search ads is defined as a measurement of - ANS ✔✔How relevant an ad,
keywords, and landing page are to individuals seeing the ad
the first step in developing an email campaign is to - ANS ✔✔Capture email addresses
Display ad networks have all of the following characteristics, except display networks - ANS
✔✔Charge publishers to run ads on their websites
If a brand name is well known it does not need to be included in the search as headline because
that space should be used for gaining the attention of the searcher - ANS ✔✔False
PageRank could be easily manipulated by - ANS ✔✔creating spam websites linking to one
another
A website's popularity is determined by - ANS ✔✔Backlinks
