Question 1

Advertisers can pay to have their ads move up in organic search results.

Accepted Answer

Advertisers can pay for sponsored ads to appear at the top of search results, but these are labeled as ads and not part of organic search results. Organic search results are based on the relevance and quality of website content.

Question 2

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.

Accepted Answer

The term dark Web refers to Internet content that cannot be indexed by Google and other search engines. It includes websites that are intentionally hidden and require special software to access, as well as illegal marketplaces and forums where illicit goods and services are bought and sold.

Question 3

Managers looking to plot changes in popularity of a given search term, or compare changes among several terms over time, can leverage a Google product known as _______________.

Accepted Answer

The answer of Managers looking to plot changes in popularity...

Question 4

Google has launched new formats to capture markets such as travel bookings and car shopping from within search, but by doing so, it risks alienating large advertisers who run competing services.

Accepted Answer

By offering direct booking options for travel and auto services within search results, Google is entering into competition with existing advertisers in those industries. This could potentially lead to tension or loss of business for those advertisers.

Question 5

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

Accepted Answer

Text ads appearing on Google search pages are billed on a cost-per-click (CPC) basis, not a cost-per-thousand impressions (CPM) basis. This means advertisers only pay when someone clicks on their ad, rather than when it is simply displayed.

Question 6

Law firms are consistently the lowest cost-per-click rate bidders for keyword ads, but they run the most ads, making them significant contributors by volume.

Accepted Answer

Law firms often bid on highly competitive keywords, which can lead to higher cost-per-click rates compared to many other industries. They may run many ads, but they are not the lowest cost-per-click rate bidders.

Question 7

Google discounts ads to just one cent less than the average cost per click.

Accepted Answer

Google uses a bidding system for ads where the actual cost per click is determined by the ad rank of the next highest bidder below you, plus one cent, not the average cost per click.

Question 8

The phrase __________ refers to the process of improving a page's organic search results.

Accepted Answer

The answer of The phrase __________ refers to the process...

Question 9

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

Accepted Answer

The answer of _____ refers to the search engine results...

Question 10

Most of the time users spend on mobile phone is spent in apps, presenting a threat to Google's dominance in search as mobile use increases.

Accepted Answer

This statement is true. As mobile use increases, more and more users spend their time in apps rather than conducting searches through a browser. This presents a threat to Google's dominance in search, since users may not be using Google to find information as frequently as they once did. Instead, they may be relying on app-based search or other alternative methods of finding information.

Question 11

In online advertising, the term "impression" refers to:
A) the Web site displayed when a user clicks on an advertisement.
B) the measure of a user's perception of ad effectiveness.
C) ads that run before a user arrives at a Web site's main content.
D) each time an ad is shown.
E) the design and content of an advertisement.

Accepted Answer

"Impression" in online advertising refers to each time an ad is shown. An impression is counted each time an ad is displayed on a website or mobile app, regardless of whether or not the user clicks on the ad or takes any further action.

Question 12

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.

Accepted Answer

The term cache refers to a temporary storage space used to speed up computing tasks. It stores frequently accessed data or instructions, so that it can be quickly retrieved when requested again.

Question 13

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

Accepted Answer

Most online ad payment schemes, such as pay-per-click (PPC), are directly linked to ad performance, unlike traditional media where payment is often for ad space or time, regardless of performance.

Question 14

Which of the statements about Google's strategy and competitive environment is true:
A) Brin and Page founded Google in their 20s, following Yang and Filo of Yahoo (also in their 20s), underscoring just how easy it is for new comers to create new threats in today's search market.
B) The scale of server farms capable of indexing today's Web represents a significant barrier to entry.
C) Google has invested in proprietary components such as chips and hard drives, creating a difficult-to-copy barrier to entry to any firm seeking to enter its markets
D) Bing has been gaining significant market share on Google due to Microsoft's successful leverage of existing products (Xbox, Windows Phone, Office, and the Windows operating system) as a default distribution channel for its search.
E) All of the above.

Accepted Answer

The statement that the scale of server farms capable of indexing today's Web represents a significant barrier to entry is true. The cost and expertise required to build and maintain such server farms make it difficult for new entrants to compete with established players like Google. The other statements are either false or only partially true.

Question 15

What is 'black hat SEO'?
A) Using unauthorized (and Google-prohibited) techniques to improve a page's search results
B) Paying off a search engine firm's engineers to lower your ad rate
C) Linking to competitor websites in hopes that they will fall in search engine rankings
D) Attempting to hack into a firm's email to manipulate SLA contracts
E) All of the above

Accepted Answer

Black hat SEO refers to the use of unauthorized and Google-prohibited techniques to improve a webpage's search engine results. This may include keyword stuffing, hidden text, buying links, and more.

Question 16

Users spend the majority of their time on smart phone using apps, and apps are increasingly creating content-specific alternatives to Google's web-based search.

Accepted Answer

This statement is true, as many apps now offer their own search functionality within the app rather than directing users to web-based search engines like Google.

Question 17

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

Accepted Answer

The answer of Provide a detailed description of the search...

Question 18

Three factors driving online ad growth trends are: (1) increased user time online, (2) improved measurement and accountability, and (3) ____________.

Accepted Answer

The answer of Three factors driving online ad growth trends...

Question 19

Even if an advertiser is wiling to pay the highest cost-per-click rate, it still may not appear at the top of ads listed alongside Google search results.

Accepted Answer

Google uses a variety of factors to determine the ranking of ads, including relevance to search queries, ad quality, and other performance metrics. Simply bidding the highest amount does not guarantee the top spot.

Question 20

Google assumes individual components that make up the servers in its server farms 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.

Accepted Answer

By assuming individual component failures and designing their network to tolerate such failures, Google has created a fault-tolerant network. This means that even if one component fails, it should not interrupt their operations, ensuring their network remains functional and accessible to users.

Quiz 18: Google in Three Parts: Search, Online Advertising, and Beyond