University of Texas, Dallas

BUSINESS 1111

True/False Questions

Chapter 5

Search Engine Marketing

1)Search marketing refers to the industry that has built up around search engines.

2. Pay-per-click advertisements are the primary product of search engines.

3. Organic search results are generally found on the right-hand side on the search engine.

4. Paid search results are usually displayed at the top and on the right side of the SERPs.

5. Advertisers can publish the advertisements amongst the organic search results of a search engine.

6. Above the fold listings in a SERP is least likely to get noticed.

7. Marketers can treat Web search as a signal of intent from a Web user.

8. Search engines, Internet users, and Web site owners are involved in a symbiotic, three-way relationship.

9. Advertising is not the major source of revenue for search engines.

10. Search engines crawl the Web and index the Web sites they find.

11. Search engine creates databases for key words, so it knows where to go to when a user enters a query.

12. Generally an SERP does not contain advertisements.

13. PPC advertising is a part of search engine marketing.

14. The databases for key words created by the search engines are termed algorithms.

15. Web sites pay the search engines to get listed in the organic results.

16. Ranking is a term used to describe the relative position of a Web page in the SERPs.
17. Search engines do not create databases for key words instead it uses crawling programs for every search.

18. People find organic results more relevant and more trusted than paid search results.

Multiple Choice Questions

19. Web-based programs that index the Web and allow people to find what they are looking for are referred to as               .
    1. web crawlers
    2. web spiders
    3. search engines
    4. web hosts
    5. spambots

20.           Which of the following is the market leader in search engine market? a               Yahoo

2. Google
3. MSN
4. AOL
5. Ask.com

21. Which of the following is the primary product of a search engine?

1. Search algorithms
2. Optimization algorithms
3. Pay-per-click advertisements d  CPM advertisements

e               Organic search results

22.           Organic search results are found at the                 on the search engine results pages. a                                                                                         top

2. bottom
3. left-hand side
4. right hand side
5. center

23.           Paid search using search engines is also known as     . a               pay-per-click advertising

b               cost-per-acquisition advertising c                cost-per-engagement advertising d            CPI advertising

e               CPM advertising

24.           Search engines attract and keep users through . a               CPE listings

2. CPC listings
3. pay-per-click advertisements d  organic search results

e               CPM advertisements

25.           Paid search results must be distinguished from organic results, since       . a               paid users deserve special attention

2. paid placement introduces bias
3. paid search results lead to the merchant’s Web site d        paid results are limited

e               paid results answer specific questions

26.   The database for key words created by the search engines is termed  . a               index

2. algorithm
3. SERP
4. directory
5. library

27.           The page that shows the outcomes for a search on a search engine is termed  . a               return page

2. out put page
3. above the fold page
4. facing page
5. search engine results page

28.   The content that can be seen on a screen without having to scroll down is termed  . a               breadcrumb

2. organic page
3. main page
4. above the fold
5. manifestation slice

29.   A search engine’s set of rules for computing ranking is called      . a               convention

2. algorithm
3. protocol
4. custom
5. codec

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

1. PPA
2. CPM
3. CPI
4. PPC
5. CPE

31.                 an automated program that scans Web pages to gather information for search engines. a               trap

2. spam
3. spider
4. cookies
5. spambots

32.   Marketing related to Internet search is termed  . a               search engine marketing

2. viral marketing
3. spider marketing

4. browser marketing
5. Web marketing

33.               refers to the practice that aims to improve a Web site’s ranking in the search engines for specific key words.

1. SEIRP
2. SERP
3. PPC
4. SEM
5. SEO

34.   The two divisions of search engine marketing are           . a               CPI and CPM

2. spider and ranking
3. algorithm and SERP
4. PPC and CPA
5. SEO and PPC

35.   Which of the following is a main function of search engines? a  Storing data for offline browsing

2. Website mirroring
3. Processing user queries
4. Validating the websites
5. Reporting Web-information to regulators

36.   Displaying of sponsored results alongside the organic results is a part of             . a               PPC

2. CPM
3. CPI
4. SEO
5. SERP

37.   Automated indexing programs used by search engines are termed  . a               library protocols

2. robots
3. indexing protocols
4. spambots
5. SERP

38. The ordered listing of results for the user’s query in a search engine referred to as                       .

1. crawlers
2. spiders
3. SEO
4. SERP
5. ranking

39.   Which of the following is the best way to shorten the buying cycle? a               Reduce the price of the product

b               Increase the quality and marketing expenditure of the product c   Catch potential customers at the right phase of buying cycle d               Increase the traffic to the company’s Web site.

e               Increase the number of salespeople and sales calls.

40.   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

4. User registration
5. Domain registration

41.   Which of the following is not a major function of search engines? a  Crawling different Web sites

2. Indexing Web documents
3. Processing user queries
4. Ranking obtained results
5. Storing data for offline browsing

Fill in the Blanks

42. The practice that aims to improve a Web site’s ranking in the search engines for specific key words is called                 .

43.               are Web-based programs that index the Web and allow people to find what they are looking for.

44. The sponsored results those are displayed alongside the organic results are called                       .

45. The two divisions of search engine marketing are                     .