Question 1

The Web site displayed when a user clicks on an ad is called the:
A) landing page.
B) organic result.
C) home page.
D) start page.
E) redirecting page.

Accepted Answer

The landing page is specifically designed to be the first page a user sees after clicking on an advertisement. It is intended to provide additional information and encourage the user to take a specific action such as making a purchase or filling out a form.

Question 2

Why do smart phones present an increasing challenge to Google?

Accepted Answer

The answer of Why do smart phones present an increasing...

Question 3

Some 65 percent of the top 200 ad-supported websites use AdSense for at least a portion of their ad revenue

Accepted Answer

According to a report by SimilarTech, 65 percent of the top 200 ad-supported websites use AdSense for at least a portion of their ad revenue.

Question 4

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

Accepted Answer

Geotargeting is the process of determining a user's physical location and delivering tailored content based on that location. The other options listed are not related to this process.

Question 5

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

Accepted Answer

The answer of _____ refers to the practice of designing,...

Question 6

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

Accepted Answer

The answer of A(n) _____ refers to a network of...

Question 7

_____ 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

Accepted Answer

Proxy servers are third-party computers that act as intermediaries between the user and the internet. They receive requests from users, forward them to the destination website, and then return the website's response to the user. Along the way, they can mask the user's IP address, which can help protect their privacy and security. Routers are devices that connect different networks together and forward traffic between them. Web crawlers and spiders are automated programs that scan and index the internet for search engines. Subnetwork masks are used in networking to determine which part of an IP address represents the network and which part represents the host.

Question 8

Which of the following is true of Google's discounting scheme for advertisers?
A) Advertisers get incremental discounts on their original CPC for every thousand clicks.
B) Advertisers pay the average CPC of all those displayed ads that are ranked below their ad.
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.

Accepted Answer

Google's advertising system is designed so that advertisers pay just enough (one cent more) to outbid the next highest bidder, ensuring they pay the minimum amount necessary to maintain their ad's position. This system is part of Google's AdWords (now Google Ads) auction mechanism, where the actual amount paid is often less than the maximum bid specified by the advertiser, based on the competition and the ad's Quality Score.

Question 9

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 associated with the storage and bandwidth to deliver a website once it is clicked on.
E) It refers to the opportunity cost a user incurs when the leave one website for another.

Accepted Answer

Cost-per-click (CPC) refers to the amount of money an advertiser is willing to pay for each click on their ad. It is not related to ad rates (A), click-through rates (B), website storage and bandwidth (D), or opportunity cost (E).

Question 10

Ads in Google search are exclusively geotargeted based on GPS data.

Accepted Answer

Ads in Google search are geotargeted based on a variety of factors such as user's IP address, search query location, and language preference, in addition to GPS data.

Question 11

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.

Accepted Answer

Click-through rate (CTR) refers to the number of users who clicked an ad divided by the number of times the ad was delivered. It is a measure of how well an ad is performing and how relevant it is to the audience. A higher CTR typically means a more successful ad campaign, as it indicates more people are clicking on the ad and potentially converting to customers.

Question 12

List and briefly describe technologies used in geotargeting.

Accepted Answer

The answer of List and briefly describe technologies used in...

Question 13

Ad rank on Google is calculated using the equation: Ad Rank = f(_______________, Quality Score, expected impact of extensions and formats).
A) Maximum CPC
B) Maximum CPM
C) CTR
D) Impression
E) PageRank

Accepted Answer

Ad Rank in Google Ads is calculated using the Maximum Cost Per Click (CPC) bid, Quality Score, and the expected impact of extensions and formats.

Question 14

Which of the following factors contributes to a web page's quality score?
A) Number of characters in the ad
B) Cost per Click
C) Cost per Impression
D) Image richness
E) Click through Rate

Accepted Answer

Click through rate (CTR) is one of the main factors used by search engines to determine a web page's quality score. It measures the number of clicks an ad receives in relation to the number of times it is shown, indicating how relevant and interesting the ad is to users. The other factors listed, such as number of characters, cost per click, cost per impression, and image richness, may affect ad performance and cost, but they do not directly contribute to a web page's quality score.

Question 15

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

Accepted Answer

The answer of What factors help determine the display and...

Question 16

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

Accepted Answer

Click-through rate measures the percentage of people who clicked on an ad to arrive at a destination-site.

Question 17

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

Accepted Answer

The answer of _____ refers to advertisements that are targeted...

Question 18

Discuss how mobile apps are threatening Google's search dominance, what Google is doing to combat this challenge, and how Google's approach still contains risks.

Accepted Answer

The answer of Discuss how mobile apps are threatening Google's...

Question 19

A Pinterest link for a vintage handbag that, when clicked, jumps immediately to bag vendor's page within the Etsy app. This isan example of the technique known in the industry as ____________.

Accepted Answer

The answer of A Pinterest link for a vintage handbag...

Question 20

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

Accepted Answer

The answer of A(n) _____ is a value used to...

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

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

Why do smart phones present an increasing challenge to Google?

Some 65 percent of the top 200 ad-supported websites use AdSense for at least a portion of their ad revenue

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

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

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

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

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

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

Ads in Google search are exclusively geotargeted based on GPS data.

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

List and briefly describe technologies used in geotargeting.

Ad rank on Google is calculated using the equation: Ad Rank = f(_______________, Quality Score, expected impact of extensions and formats) .

Which of the following factors contributes to a web page's quality score?

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

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

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

Discuss how mobile apps are threatening Google's search dominance, what Google is doing to combat this challenge, and how Google's approach still contains risks.

A Pinterest link for a vintage handbag that, when clicked, jumps immediately to bag vendor's page within the Etsy app. This isan example of the technique known in the industry as ____________.

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