Mat3700 assignment 04 answers year 2025
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 - -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 - -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 - -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 - -b. phrase match
-The percentage of impressions that yield a click is the
a. conversion
b. conversion ratio
c. CTR
d. CPC - -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% - -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 - -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
c. cost-per-mile
d. cost-per-acquisition - -a. cost-per-ad
-With CPA bidding for display ads, advertisers pay
a. only when an ad is clicked
b. per website where the ad is displayed
c. per 1,000 impressions
d. per conversion - -d. per conversion
-If four advertisers bid the amount show below, which advertiser will pay the most per click?
a. $3.48 CPM
b. $2.50 CPM
c. $2.06 CPC with a CTR of 0.2%
d. $3.00 CPC with a CTR of 0.1% - -c. $2.06 CPC with a CTR of 0.2%
-When placing an online display ad based on ________, the ad will appear on webpages that use
a particular search keyword.
a. keywords
b. costs
c. interests
d. topics - -a. keywords
-Emily has recently been on the Internet looking for a wedding gown. She is now on the Internet
looking for camping supplies they will need for an upcoming trip. She notices display ads for
wedding gowns on the camping-related sites. These advertisers are using
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 - -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 - -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 - -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 - -b. phrase match
-The percentage of impressions that yield a click is the
a. conversion
b. conversion ratio
c. CTR
d. CPC - -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% - -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 - -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
c. cost-per-mile
d. cost-per-acquisition - -a. cost-per-ad
-With CPA bidding for display ads, advertisers pay
a. only when an ad is clicked
b. per website where the ad is displayed
c. per 1,000 impressions
d. per conversion - -d. per conversion
-If four advertisers bid the amount show below, which advertiser will pay the most per click?
a. $3.48 CPM
b. $2.50 CPM
c. $2.06 CPC with a CTR of 0.2%
d. $3.00 CPC with a CTR of 0.1% - -c. $2.06 CPC with a CTR of 0.2%
-When placing an online display ad based on ________, the ad will appear on webpages that use
a particular search keyword.
a. keywords
b. costs
c. interests
d. topics - -a. keywords
-Emily has recently been on the Internet looking for a wedding gown. She is now on the Internet
looking for camping supplies they will need for an upcoming trip. She notices display ads for
wedding gowns on the camping-related sites. These advertisers are using
