Deck 15: Google in Three Parts: Search, Online Advertising, and Beyond

Question 1

Which of the following statements holds true for the term cache?

A) It refers to the Internet directory service that allows devices and services to be named and discoverable.
B) It refers to the process of improving a page's organic search results.
C) It refers to Internet content that can't be indexed by Google and other search engines.
D) It refers to a temporary storage space used to speed computing tasks.
E) It refers to software that traverses available Web links in an attempt to perform a given task.

Answer 1

D

Question 2

The bulk of Google's revenue comes from _____.

A) licensing
B) advertising
C) registration charges
D) product sales
E) user fees

Answer 2

B

Question 3

If a Web site is not the first page on a public server, or isn't linked to from another public page, then it will never be found by a search engine like Google.

Answer 3

True

Question 4

Which of the following represents the market capitalization of a firm?

A) Share price × Number of shares
B) Market share × Industry size
C) Net income ÷ Total assets
D) Earnings per share × Share price
E) Net income ÷ Market price

Question 5

Which of the following statements holds true for the term dark Web?

A) It refers to the Internet directory service that allows devices and services to be named and discoverable.
B) It refers to the process of improving a page's organic search results.
C) It refers to Internet content that can't be indexed by Google and other search engines.
D) It refers to a temporary storage space used to speed computing tasks.
E) It refers to software that traverses available Web links in an attempt to perform a given task.

Question 6

Search engines use _____ to discover documents for indexing and retrieval.

A) caches
B) landing pages
C) spiders
D) proxy servers
E) interstitials

Question 7

Google uses the kind of Intel or AMD processors, low-end hard drives, and RAM chips that one would find in a desktop PC.

Question 8

If the number of shares issued and the market capitalization of a firm are 50,000 and $2,500,0000 respectively, the share price is _____.

A) $25
B) $10
C) $250
D) $15
E) $50

Question 9

Web site owners can hide pages from popular search-engine Web crawlers by embedding simple HTML tags in the Web site.

Question 10

Market capitalization refers to the value of a firm calculated by multiplying its _____ by the number of shares.

Question 11

Online advertising represents the only advertising category trending with positive growth.

Question 12

Google's stated mission is to:

A) establish itself as the most valuable media company in the world.
B) organize the world's information and make it universally accessible and useful.
C) pair Internet surfers with advertisers and earn revenue along the way.
D) foster technological innovation to promote a knowledge-driven culture.
E) promote the spread of democracy through information symmetry without doing evil.

Question 13

If a firm's pages are not near the top of query results, customers may never discover its Web site. This has led to _____ becoming a critical function for many marketing organizations.

A) last mile access
B) geotargeting
C) load balancing
D) content adjacency
E) search engine optimization

Question 14

Google earns more annual advertising dollars than any other U.S. media company.

Question 15

Which of the following parameters decides the rank of Web pages in Google's organic search results?

A) The number of pages linking to them
B) The maximum bid for click-through rates
C) The quantity of content in a Web page
D) The number of keyword matches in the content
E) The visitor rating

Question 16

A(n) _____ refers to a search performed on Google or any other search engine.

A) impression
B) click-through
C) query
D) link
E) crawl

Question 17

Which of the following statements holds true for search engine optimization (SEO)?

A) It refers to the Internet directory service that allows devices and services to be named and discoverable.
B) It refers to the process of improving a page's organic search results.
C) It refers to Internet content that can't be indexed by Google and other search engines.
D) It refers to a temporary storage space used to speed computing tasks.
E) It refers to software that traverses available Web links in an attempt to perform a given task.

Question 18

Which of the following statements holds true for the term server farm?

A) It refers to a massive network of computer servers running software to coordinate their collective use.
B) It refers to a group of surreptitiously infiltrated computers linked and controlled remotely.
C) It refers to a closed network or single set of services controlled by one dominant firm.
D) It refers to a network of users with distinct IP addresses, engaged in click fraud.
E) It refers to a tracking cookie used to identify users and record behavior across multiple Web sites.

Question 19

When performing a search via Google or another search engine, a user actually searches what amounts to a copy of the Web, stored and indexed on the search engines' computers.

Question 20

Which of the following statements holds true for the term spider?

A) It refers to the Internet directory service that allows devices and services to be named and discoverable.
B) It refers to the process of improving a page's organic search results.
C) It refers to Internet content that can't be indexed by Google and other search engines.
D) It refers to a temporary storage space used to speed computing tasks.
E) It refers to software that traverses available Web links in an attempt to perform a given task.

Question 21

_____ is the algorithm developed by Google cofounder Larry Page to rank Web sites.

Question 22

Which of the following statements holds true for the term cost-per-click?

A) It refers to the ad rates quoted in cost-per-thousand impressions.
B) It refers to the number of users who clicked an ad divided by the number of times the ad was delivered.
C) It refers to the maximum amount of money an advertiser is willing to pay for each click on their ad.
D) It refers to the cost an advertiser is willing to bear for a particular amount of time a surfer spends on an ad.
E) It refers to the number of customers joining a particular social networking Web site.

Question 23

In online advertising, the term "impression" describes:

A) the Web site displayed when a user clicks on an advertisement.
B) ads that include animation, audio, or video.
C) ads that run before a user arrives at a Web site's main content.
D) the number of times an ad is shown on a Web site.
E) the design and content of an advertisement.

Question 24

Which of the following formulas is used by Google to determine the rank order of sponsored links appearing on its search results pages?

A) Ad rank = Minimum CPC  Click-through rate
B) Ad rank = Cost-per-thousand impressions  Number of impressions
C) Ad rank = Maximum CTR  Number of impressions
D) Ad rank = Churn rate  Average cost-per-click
E) Ad rank = Maximum CPC  Quality score

Question 25

Ads in Google search are geotargeted based on GPS data.

Question 26

Text ads appearing on Google search pages are billed on a cost-per-thousand impressions (CPM) basis.

Question 27

Law firms are consistently the lowest cost-per-click rate bidders for keyword ads.

Question 28

Provide a detailed description of the search mechanism employed by Google.

Question 29

The _____ measures the percentage of people who clicked on an ad to arrive at a destination-site.

A) click churn rate
B) link
C) click-through rate
D) click landing-page rate
E) impression score

Question 30

_____ refers to the search engine results that are returned and ranked according to relevance.

Question 31

Even if an advertiser's competitors are willing to pay the highest cost-per-click rate, greater quality ads might be ranked higher by Google's ad ranking system.

Question 32

Which of the following metrics is used by Google to develop a precise ad ranking formula that rewards top-performing ads?

A) The minimum cost-per-click an advertiser is willing to pay
B) Ratio of graphical content to text content in the ad
C) An advertisement's quality score
D) Relevance of keywords to Web site content
E) Number of keywords that trigger an ad

Question 33

Each time an ad is served to a user for viewing is referred to as a(n) _____.

Question 34

Unlike TV, radio, and print ads, most online ad payment schemes are not linked to ad performance.

Question 35

Which of the following represents a major barrier for newer search engine firms that attempt to compete with Google?

A) Search engine technology
B) Investment in server farms
C) Google's formidable market capitalization
D) Strategic partnerships with social media firms
E) Large amounts of data from user profiles

Question 36

Why is linking ads to search results considered a brilliant move?

A) Users' search term indicates an overt interest in a given topic.
B) Users can research products when they chance upon an ad.
C) Users can access information that they would otherwise not have access to.
D) Users resent having to create separate sets of online identities to access search results and advertising services.
E) Users can avoid the hassle of toggling between an ad and a search page.

Question 37

Google discounts ads to just one cent less than the minimum necessary to maintain an ad's position on a page.

Question 38

Since its incorporation, Google has pioneered the trend of online advertising by running ads alongside organic search results.

Question 39

Google mounts racks of servers inside standard-sized shipping containers, each with as many as 1,160 servers per box. Google assumes individual components will regularly fail, but no single failure should interrupt the firm's operations. By doing so, Google can ensure its network is:

A) data optimized.
B) traffic efficient.
C) fault-tolerant.
D) service-regulated.
E) organically searched.

Question 40

Which of the following statements holds true for the term click-through rate?

A) It refers to the ad rates quoted in cost per thousand impressions.
B) It refers to the number of users who clicked an ad divided by the number of times the ad was delivered.
C) It refers to the maximum amount of money an advertiser is willing to pay for each click on their ad.
D) It refers to the cost an advertiser is willing to bear for a particular amount of time a surfer spends on an ad.
E) It refers to a method of charging for advertising whenever a user performs a specified action such as signing up for a service, requesting material, or making a purchase.

Question 41

_____ refers to the practice of designing, running and optimizing search engine ad campaigns.

Question 42

Nearly 30 percent of Google's revenues come from running ads on:

A) the Android platform.
B) its organic search pages.
C) third-party Web sites.
D) competing search engines.
E) built-in toolbars.

Question 43

Which of the following measures can advertisers take to prevent embarrassment through content adjacency issues?

A) Using negative keywords
B) Turning off the "comments" feature on Web sites
C) Migrating to contextual advertising
D) Switching over to graphical ads and interstitials
E) Using collaborative filtering software

Question 44

_____ connect to an antenna-equipped base station or hotspot, which is then connected to the Internet.

Question 45

_____ refers to advertisements that are targeted based on a user's query.

Question 46

Advertising based on a Web site's content is called _____.

Question 47

_____ refers to a situation where ads appear alongside text the advertiser would like to avoid.

A) A fast follower problem
B) A contextual advertising problem
C) A sugging issue
D) A content adjacency problem
E) An affiliate advertising issue

Question 48

Advertisers use _____ to indicate that an advertisement should not be shown when a query contains these terms.

Question 49

What factors help determine the display and ranking of advertisements in Google's search pages?

Question 50

Which of the following factors will lower an ad's chances of being displayed on search results pages?

A) Large amounts of user-generated content
B) Low resolution of graphical content
C) High number of clicks
D) Low rate of paid inclusion
E) Slow-loading landing pages

Question 51

A(n) _____ is a value used to identify a device that is connected to the Internet.

Question 52

CPM is cost per million impressions.

Question 53

_____ are third-party computers that pass traffic to and from specific addresses without revealing the address of the connected users.

A) Routers
B) Web crawlers
C) Spiders
D) Proxy servers
E) Subnetwork masks

Question 54

Which of the following is true of Google's discounting scheme for advertisers?

A) Advertisers get incremental ten percent discounts on their original CPC for every thousand clicks.
B) Advertisers pay the average CPC of those ads that are ranked below their ads.
C) Advertisers pay only ninety percent of their original CPC rate for every thousand clicks.
D) Advertisers pay one cent more than the minimum needed to retain an ad's position on a page.
E) Advertisers pay the equivalent of the CPC bid by the worst performing ads, taken in a reverse sequence.

Question 55

Give a brief explanation of Google's advertising revenue model.

Question 56

Running ads on a Web site is a guaranteed path to profits.

Question 57

The Web site displayed when a user clicks on an ad is called the:

A) landing page.
B) organic link.
C) home page.
D) start page.
E) redirecting link.

Question 58

The process of computers identifying a user's physical location for the purpose of delivering tailored ads or other content is called _____.

A) parallelism
B) geotargeting
C) triangulation
D) network parallax
E) trilateration

Question 59

How do advertising networks distribute and serve ads based on Web site content? What are the problems associated with ads based on Web site content?

Question 60

A(n) _____ refers to a network of satellites and supporting technologies used to identify a device's physical location.

Question 61

In-game advertising makes more sense in racing or other sports games than it does for games set in the past, future, or on other worlds.

Question 62

Cookies refer to:

A) small computer programs that extend the features or capabilities of another application.
B) the design and content components of an advertisement.
C) a line of identifying text, assigned and retrieved by a given Web server and stored by a user's browser.
D) terms that prevent specific ads from being published.
E) a temporary storage space used to keep a running count of the number of ad impressions.

Question 63

CPM refers to:

A) ad rates quoted in cost per thousand impressions.
B) the number of users who clicked an ad divided by the number of times the ad was delivered.
C) the maximum amount of money an advertiser is willing to pay for each click on their ad.
D) the cost an advertiser is willing to pay for a particular amount of time a surfer spends on an ad.
E) a method of charging for advertising whenever a user performs a specified action such as signing up for a service, requesting material, or making a purchase.

Question 64

Online ads that include animation, audio, or video are called _____.

A) rich media ads
B) banner ads
C) graphical image ads
D) buzz marketing ads
E) contextual ads

Question 65

Display ads sold on a cost per thousand impressions basis often focus on:

A) generating the maximum click-throughs.
B) directing potential customers to the advertiser's online storefront.
C) persuading users to perform a specified action such as signing up for a service.
D) creating awareness of an advertiser's brand.
E) running a single, unmodified creative across multiple ad networks and Web sites.

Question 66

_____ are served by ad networks or other customer profiling firms to identify users and record behavior across multiple Web sites.

A) Plug-ins
B) Creatives
C) Interstitials
D) Third-party cookies
E) Honeypots

Question 67

What is the design and content of an advertisement referred to as?

A) A graphic
B) A cookie
C) A copy
D) A metadata
E) A creative

Question 68

Which of the following is used by ad networks for customer profiling and ad targeting?

A) HTML tags
B) Cookies
C) Affiliate programs
D) Interstitials
E) Plug-ins

Question 69

Interstitials refer to:

A) online ads that include animation, audio, or video.
B) graphical advertising, as opposed to text ads.
C) ads that run before a user arrives at a Web site's contents.
D) cost-per-action programs, where sponsors pay referring Web sites part of the revenue earned from referrals.
E) Web sites that are displayed when users clicks on advertisements.

Question 70

A(n) _____ is a cost-per-action program, where program sponsors pay referring Web sites a percentage of revenue earned from a referral.

Question 71

_____ pay ad networks whenever a user clicks through and performs a specified activity such as signing up for a service, requesting material, or making a purchase.

A) Interstitials
B) Cost-per-action ads
C) Engagement ads
D) Pay-per-click ads
E) Paid inclusion ads

Question 72

"Cookies cannot reliably identify individual user."
a. Cookies assigned by Web servers are prone to duplication.
b. Individuals use different log-in accounts on the same computer to browse the Internet.
c. The explosion in Internet-enabled mobile devices has resulted in an acute shortage of IP addresses.
d. Internet service providers assign arbitrary IP addresses to devices accessing the Internet from the same network.
e. Individual users use different browsers on the same computer to surf the Web.

Question 73

Horizontally oriented banners and vertically oriented "skyscraper" ads are typically examples of:

A) interstitials.
B) buzz marketing ads.
C) text ads.
D) affiliate ads.
E) image ads.

Question 74

The _____ is a nonprofit industry trade group for the interactive advertising industry, which evaluates and recommends interactive advertising standards and practices and also conducts research, education, and legislative lobbying.

Question 75

What are the different formats and media types that Web ads can be displayed in? What are the billing mechanisms employed by ad networks?

Question 76

_____ is a term used to describe online mini games created by firms for longer term, immersive brand engagement.

A) Advergames
B) Proxy games
C) Interstitial advertising games
D) In-game advertising
E) Game engagement

Question 77

Most graphical display ads are billed on a _____ basis.

A) CTC
B) PPC
C) CPM
D) CPC
E) CTR

Question 78

Which of the following is a function of the Internet Advertising Bureau?

A) Fixing the ceiling rates for CPC bids
B) Setting common standards for display ads
C) Resolving disputes between competing advertisers
D) Regulating any occurrences of paid inclusion
E) Monitoring online ad content for improper material

Question 79

A cookie is a line of identifying text, assigned and retrieved by a user's Web browser and stored by a Web server.

Question 80

If several people use the same browser on the same computer without logging on to that machine as separate users, then all of their Web surfing activity may be mixed into the same cookie profile.