University of Texas, Dallas

BUSINESS 1111

True/False Questions

Chapter 7

Pay per Click Advertising

1)In pay-per-click advertising system, the advertiser has to pay for each click on the advertisement.

2. A multiword search term in search engines is referred to as key attribute.

3. After selecting the key word, a PPC advertiser has to choose a maximum amount and a minimum amount they are willing to pay for a click on the advertisement.

4. The URL shown in a PPC advertisement is not necessarily the URL that the user will click through to.

5. Typically, in content networks, the cost per click for text ads is lower than on the search network.

6. Typically, the CTR and conversion rate is higher in content networks compared to search networks.

7. A search network will not include all the search engines that use a particular advertising platform.

8. Content networks do not include search engines.

9. Variations of your keywords such as misspellings and synonyms are not displayed even if you select broad matching.

10. You have selected phrase match for a key term ‘tennis shoes.’ The advertisement will not be displayed on using the search term ‘tennis shoe.’

11. Search engine optimization is the major source of revenue for Google.

12. Negative match means that your advertisement will not appear in searches using that word, no matter what other words are used.

13. Advertisers can assign as many keywords as they wish to an advertisement.

14. A maximum of three advertisements can be shown for each URL.

15. When determining the quality score, Google considers the historic CTR of an advertisement.

16. The CTR of an advertisement is clicks divided by return on investment.

17. When placing CPC advertisements, the advertisers are allowed to select a daily budget for their campaign.

18. In the GSP auction, each advertiser will have to pay the maximum bid submitted by him/her.

19. Dynamic landing pages are created with simple script and unique key words.

20. If your goal is to increase revenue, your budget might be unlimited so long as your revenue is increasing and you are within your target CPA.

21. Landing pages are not an indication of relevance.

22. In comparison engines, when results are shown, priority is given to those retailers who are willing to pay a higher CPC.

23. To be effective in comparison engine searches, maximum products should be included in a single URL.

24. The product feed to a comparison engine should have a detailed description of the product.

25. PPC campaigns can be set up quickly, but they cannot provide large volumes of traffic.

26. Various filters can be used when setting up a PPC campaign.

Multiple Choice Questions

27.                 is most common advertising system offered by search engines. a                              PPC advertising.

2. CPM advertising.
3. CPI advertising.
4. CPA advertising.
5. CPS advertising.

28.                 generates the major chunk of Google’s revenue. a                             Search engine Optimization

2. Organic search
3. Advertising.
4. SERP manipulations
5. Alerts

29.         Google’s PPC advertising system is called    . a              Google dome

2. AdWords
3. Google search marketing
4. AdCenter
5. AdHouse

30.         Which of the following refers to MSN’s PPC advertising platform? a                MSN dome

2. AdWords
3. MSN search marketing
4. AdCenter
5. AdHouse

31. A search network includes                  .

a       all the search engines that use a particular platform b               all search engines that own a particular platform c                all the search engines in a particular domain

d               all the search engines in a particular category of search e               all the Web sites that can be used for a particular query

32. Content network refers to         .
    1. Web sites and search engines that display specific content
    2. search engines that display PPC advertisements and organic content c                  Web sites other than search engines that display PPC advertisements d               Web sites that provide content to search engines and Web sites

e               Web sites that share content with search engines and public networks

33. The process of making a hyperlink that points to a specific page or image on another Web site instead of that Web site’s main or home page is called                     .

1. deeplinking
2. hotlinking
3. inlinelinking
4. image grabbing
5. Web leeching

34.         Actions divided by click percentage on advertisements provides          . a      Click-through-rate

2. action rate
3. PPC rate
4. deeplinking rate
5. conversion rate

35.         The display URLs used in PPC advertisements are called          . a      deeplinking URLs

2. phishing URLs
3. directed URLs
4. vanity URLs
5. adCenter URLs

36.         Which of the following terms refers to multiword key words used in search engines? a        Converter

2. Key phrase
3. Deeplink
4. Ad Word
5. Key assemble

37. A company decides to publish its advertisement for a broad match of the key terms provided.

This means               .

1. the advertisement will appear for all the searches performed in a particular search engine
2. advertisement will appear for all search terms that contain the keywords in any order, as well as some variations of the keywords
3. advertisement will appear only for search terms that have your keywords in them, in the same order, though other words may also be in the search term.
4. the advertisement will appear if any of the synonyms of any of the keywords appear in the search terms
5. advertisement will appear if the user types any of the key words, in any order, without using any other words.

38. A phrase match means                 .

1. the advertisement will appear for all the phrases that use the synonyms of a particular key word
2. advertisement will appear for the keywords one has entered, as well as search terms that contain the keywords and any other words in any order, as well as some variations of your keywords
3. advertisement will appear only for search terms that have the keywords in them, in the same order, though other words may also be in the search term.
4. advertisement will appear only for search terms that have the keywords in them, in the any order, without using any other words.
5. advertisement will appear only for a particular search term.

39. In               match, your advertisement will appear only for search terms that have your keywords in them, in the same order, though other words may also be in the search term. a  phrase

2. exact
3. negative
4. broad
5. approximate

a

40. You have selected phrase match for a phrase “baseball bat.” Which of the following search terms would result in a display of your advertisement?

1. Baseball bats
2. Good bat for baseball
3. Baseball merchandise
4. Free baseball bat
5. Buy bat for baseball

41.         Phrase match is denoted with       . a              quotation marks

2. parenthesis
3. square brackets
4. angle brackets
5. braces

42.         Exact match is denoted with       . a              quotation marks

2. parenthesis
3. braces
4. angle brackets
5. square brackets

43. For an exact match,                 .

1. the words should be in order and can be with other terms in the query
2. the words may not be in order, but without any other terms in the query c    the words should be in order and without any other terms in the query d               the words should be similar to the key phrase suggested

e               the words should have exactly the same meaning as the suggested phrase

44. Your keyword is 'black shoes' and you add the negative keyword '-sports.' Your ad will not appear if the search term is                 .

1. women’s black shoe
2. sport shoe black
3. black and white shoes
4. black shoes for sports
5. sporty shoes for men black

45.         Which of the following is the auction type that search engines are modeled after? a              Reverse auction

b               Sealed maximum price auction c Combinatorial auction

4. Online time shift auction
5. Generalized second prize auction

46. Which of the following will attract the highest CTR rate in a search engine results page? a                advertisements nearer the bottom of the page

2. advertisements nearer the top of the page
3. advertisements nearer the left side of the page d    advertisements nearer the right side of the page e     advertisements at the center of the page

47. The process by which search engines display Web sites so that the most relevant Web sites appear on the top is termed                .

1. search engine optimization
2. Web site ranking
3. Web site sorting
4. GSP process
5. key term matching

48. Which of the following represents CTR of an advertisement? a              Clicks divided by revenue

2. Clicks divided by conversion rate
3. Clicks divided by impression percentage d               Clicks divided by number of users

e               Clicks divided by sales

49. You are planning to set up a PPC advertising campaign and you have defined your goals for the campaign. Which of the following is the next step in setting up this campaign?

1. Determining the budget
2. Selecting the key words
3. Writing the advertisements
4. Reviewing the key words and content e  Placing the bids

50.         Which of the following observations about keywords is true? a              Avoid the use of misspelled words as key words.

b               Do not use words that drive traffic to competitors. c         Use only a few key words for an advertisement.

d               Avoid words that show customers are not likely to buy e               Always select exact phrasing to avoid unwanted traffic.

51. The page that the user reaches by clicking on an advertisement is called a              . a              home page

2. target page
3. closing page
4. objective page
5. landing page

52. Unique, keyword-rich landing pages that can be created for each search using a simple script are termed              landing pages.

1. lively
2. dynamic
3. animated
4. defined
5. organized

53.                 Which of the following is an example of online search comparison engine? a               Google. com

2. Ask. com
3. Nexttag.com
4. AOL.com
5. Yahoo.com

54.              is a standard used for creating structured documents and promises more efficient and organized delivery of data over the internet.

1. MySQL
2. XML
3. HTML
4. JavaScript
5. Web2.0

55.         The retailers supply the engine with a product feed in XML or    . a              JHTML values

b               HTML values c   DTD values

4. tab delimited values
5. comma-separated values

56.         Which of the following is a major disadvantage of PPC advertising? a          It will take long to set up a PPC advertising campaign.

b               PPC advertisements cannot provide high volumes of traffic. c                PPC advertising demands regular monitoring.

d               It is difficult to track the PPC advertising campaigns. e                  The set up fees for PPC campaigns are very high.

57. You have been getting good revenue from a PPC campaign by using certain key words. Now the key words have become expensive due to increased competition and your ROI has fallen. Which of the following suggestions is best suited to handle this situation?

a               Revise your goals and increase the advertisement spending b               Reduce the spending in PPC advertisements.

3. Advertise in a less popular search engine.
4. Try to increase the CTR of competitors with automated bots. e               Find cheaper niche key words that work for you

58.                 Which of the following is an advantage of PPC advertising? a       Low possibility of fraud

2. Very low operating cost
3. No need for continuous monitoring d            Low set up cost

e               Assured conversion rate

59.  What are the major advantages of PPC advertising?

Fill in the Blanks

1. A                will include the search engine that owns the platform, as well as other search engines for which that platform provides paid results.

2. Actions divided by click percentage is referred to as                      .

3. Making a hyperlink that points to a specific page or image on another Web site instead of that Web site’s main or home page is called                   .

4. The URL shown in a PPC advertisement is called                        .