MKTG 5500 Exam 2 | Questions with 100% Correct Answers

MKTG 5500 Exam 2 | Questions with 100% Correct Answers What is the anchor text of this link: a href=""Fashion deals/a A) a href B) "" C) Fashion Deals D) /a I place the following link on my website: a rel="nofollow" href=""Fashion deals/a. How will this link be treated differently by the search engines than the link in question 1? A) Instead of navigating the current window to , it will create a new window for B) The link will not pass link authority to C) The link will be used for an image rather than show anchor text D) The link will show up as an "unsecured" link Which of the following is NOT a category of earned backlinks? A) Popular B) Editorial C) Manual D) Manufactured Two competing websites have the same number of links. Website A received all of its links between January 2016 and January 2017. Website B received its links from January 2016 to present. Which website is likely to rank higher today for a search that is equally relevant to both sites? A) Website A, because it initially had a faster pace of link generation B) Website B, because it has higher link freshness C) They will be equally ranked, so Google will determine the higher-ranking site by random selection D) Website A, because of legacy rankings (it was ranked higher in the past, and Google will continue to rank it higher regardless of current status) Why is receiving 100 links from 10 different websites better than receiving 100 links from the same website? A) links from 10 websites mean a higher link diversity than links from one website B) links from 10 websites are more likely to generate social sharing C) many links from the same website are a signal of black-hat SEO D) search engines only register on link from any given domain, so they only count the 100 links from the same site as a single link An editorial link is: A) a link created by a newspaper editor B) a link created by submitting one's own site to a directory or local business archive C) a link created in quid pro quo agreement with another website owner, a link created voluntarily by another website owner because he/she values the websites content D) a link created voluntarily by another website owner because he/she values the website's content. Sending out press releases to entice news organizations to do a story about a company can result in links from the news organization's websites. These links would be considered: A) editorial links B) manual links C) Manufactured links D) nofollow links Writing a blog post for someone else's blog and including links to one's own site would give a website what kind of links? A) Editorial links B) manual links C) Manufactured links D) nofollow links Content marketing differs from advertising in that: A) it is illegal to pay for distribution of content marketing B) content marketing is meant to entice relationships/ viewership on its own merits C) advertising content requires more time and energy to create D) Content marketing cannot contain calls to action A major advantage of creating content specifically with the goal of ranking well for a popular search phrase is: A) the content is not likely to have any competition B) earning high organic rankings typically happens instantaneously C) a high conversion rate is almost guaranteed from search engine traffic D) the content will have built-in distribution A link profile is: A) A directory that catalogs links to other websites B) An HTML attbiubute that instructs search engines not to count linked-to websites as endorsements C) A list of backlinks for a particular webpage D) Links that take the site visitor elsewhere in the site White-hat SEO practices are: A) Actions designed to manipulate a search engine into giving a website good rankings without the site actually providing value to searchers B) Actions designed to manipulate the search engine into giving a website good rankings while also providing high value to searchers C) actions designed to undermine the integrity or weakness of a search engine using ethical and sustainable techniques that improve a website's rankings D) none of these Which of the following is NOT a method for how to acquire a manual link? A) creating secondary sites B) "Quid pro quo" linking C) Utilizing social bookmarking sites D) submitting to directories Which of the following is considered a "popularity metric"? A) link diversity B) social sharing C) anchor text D) all of these True or False: "Dofollow" links instruct search engines to pass authority to the linked-to page. TRUE Career SEOs professionals whose jobs center on improving the rankings of their clients' websites Citation a mention of the company's website without a link Content Marketing the creation and distribution of media content that entices and engages potential customers and has a commercial benefit for the publisher Directory a website that catalogs links to other websites dofollow any link that does not have a "nofollow" attribute; a link that instructs search engines to follow those links and pass authority to the linked-to page Guest blogging when blog owners allow others to submit content for the blog, usually in exchange for some exposure and a link to the author's website; considered for many years to be a standard practice for gaining links link the means of navigating from one webpage to another online; links can be text-based or image-based link profile a list of backlinks for a particular website or webpage message boards an internet forum that allows internet users to engage in written conversation natural internal links links that lead to another page within the same web domain natural outbound links a link that is part of a webpage's content and leads to a page outside the web domain nofollow an HTML attribute that instructs search engines not to count linked-to websites as endorsements paid links an ad link that an advertiser paid to show on a webpage white-hate SEO strategies website formatting practices designed to accurately inform the search engine about the valuable content available to searchers Ad group A collection of ads within a campaign that corresponds to a group of related keywords broad match a command that directs Google to show a corresponding ad to any search that 'broadly' matches the specified keyword call extension an additional line appended to a usual search ad that allows users to click to place a phone call campaign a component of your account that allows you to focus your advertising on specific products or services. Each campaign can contain multiple ad groups click A click is counted each time a searcher clicks on an ad in the SERP. click-through rate (CTR) percentage of impressions that yield a click cost per action (CPA) a method of bidding on keywords that indicates the amount the advertiser is willing to pay for each coversion cost per click (CPC) a method of bidding on ad placements that indicates the amount the advertiser is willing to pay for each ad click match a command that directs Google to show a corresponding ad to any search that matches the specified keyword; it will still match a keyword even if the search is a close variant of the keyword, such as a misspelling, an abbreviation, and even a synonym impressions each appearance of an ad on the SERP keyword a specific word, or combination of words, used to select the searchers where an advertiser's ads will appear negative keyword a specific word, or combination of words, used to select searchers where an advertiser's ads will NOT appear Pay-per click (PPC) advertising an advertising model that charges advertisers each time their ad is clicked (SEM) Phrase match a command that instructs Google to show ads on searches that include the keyword, close variants, or other terms with a similar meaning quality score A measurement of how relevant your ads, keywords, and landing page are to a person seeing your ad shopping ads (google) ads that display product images and prices on the SERP instead of just text Unique Value Proposition (UVP) an enticing aspect of an advertised product that is featured in an ad and set it apart from other similar products which type of ad appears to searchers who have previously visited your website? A) shopping ads B) call-only ads C) dynamic search ads D) remarketing lists for search ads Which type of ad allows advertisers to turn over some control of their search ads to Google? A) shopping ads B) call-only ads C) dynamic search ads D) remarketing lists for search ads Which of the following is NOT a selection factor that can be used in targeting search ads? A) PPC B) geography C) device type D) timing An ad's location, bid strategy, daily budget, ad extensions, and more all determined at what level within the Google Ads account? A) the campaign level B) the ad group level C) the ad level D) the keyword level The three match types vary in how close the search phrase and the keyword have to be in order to trigger the ad. Which match type is in the middle (not the closest but no the furthest)? A) exact match B) precise match C) broad match D) phrase match A website that sells high-end ties notices that its ads are showing up for searchers 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 the advertiser do? A) add the word "cheap" to its negative keyword list B) use only exact match in its keyword lists C) change any phrase match keywords to broad match keywords D) change exact match keywords to phrase match keyword which of the following is NOT an element of a search ad? A) headlines B) display path C) keywords D) extensions Which type of ad displays product images and prices instead of text only? A) shopping ads B) call-only ads C) dynamic search ads D) remarketing lists for search ads Which of the following should appear in every ad? A) keywords for relevance B) unique value proposition C) call to action D) all of these A search query report is most useful for which of the following? A) identifying searchers that were a poor match B) calculating the percentage if impressions that yield a click C) understanding the variety of searchers that trigger an ad D) identifying each appearance of an ad on the SERP Which of the following is NOT used when calculating an ad's quality score? A) expected CTR B) ad relevance C) landing page experience D) organic search ranking If I write 5 headlines for a responsive search ad, which headlines will show up in the ad? A) only the first 2 headlines B) sometimes the first 2 headlines will be displayed and sometimes the first 3 headlines will be displayed C) only the written headlines will be shown D) every ad impression will include a subset of the headlines, but all 5 headlines will be selected from an experiment at ebay showed that advertising on branded keywords were not profitable because searchers clicked the organic listing when the advertised listing was not available The formula for calculating return on advertising spend is (ROAS)... A) (total profit/ CTR) * total ad spend B) (total profit/ total ad spend) * CTR C) total profit/ conversion rate D) (total profit/ total add spend) * 100 Which of the following is NOT a match type for selecting search ad targets? A) precise match B) phrase match C) broad match D) exact match When a consumer clicks on a display ad, the landing page should match the ad's: A) value proposition B) color scheme C) imagery D) all of these are correct A website that sells suites has created two custom segments: one called "Working Professional" and another called "Luxury". It would like to execute an advertising campaign targeted only to people who belong BOTH segments. How can I accomplish this? A) create a third custom audience that includes all of the target segments from both custom segments B) create a combined audience with OR specification