Homework answers / question archive / University of Houston MARK 4365 Quiz 4 1)A measure used by Google (search) Ads to indicate how relevant a keyword is to the advertisement’s text, landing page and to a user’s search query is called          

University of Houston MARK 4365 Quiz 4 1)A measure used by Google (search) Ads to indicate how relevant a keyword is to the advertisement’s text, landing page and to a user’s search query is called          

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University of Houston

MARK 4365

Quiz 4

1)A measure used by Google (search) Ads to indicate how relevant a keyword is to the advertisement’s text, landing page and to a user’s search query is called           .

a.            Search index

 

c.             Second price auction

d.            Generalized Second Price auction

 

2.            Advertising on search engines where the advertiser pays only for each click on their advertisement is termed                .

a.            PPA

b.            CPM

c.             CPI

d.            PPC

e.            CPE

 

3.            Which of the following is the major source of revenue for the search engines?

a.            Organic search results

b.            Pay-per-click advertisements

c.             Published rankings

d.            User registration

e.            Domain registration

 

4.            Which of the following characteristics influence the position of a (search) advertisement?

a.            The quality of the landing page

b.            The words used in the description lines

c.             The bid amount for the keyword d.         All of the above

 

Expand the Acronym

 

5.            CPC –

6.            CPE –

Fill in the Blanks

 

7.            The unpaid listings on a SERP resulting from the search engine’s algorithm are called       .

 

Short Answer Questions

8.            What is Google’s method of pricing keywords? Explain the auction mechanism in your own words in brief.