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Internet Marketing Midterm
Terms in this set (56)
a unique identifier placed on a computer to tailor a website's experience
An example of how a cookie would be used
Amazon places cookies on a computer so they can remember user data to make future recommendations.
Fund. difference between HTML and PHP
HTML - Client-side coding language that software programs (Internet Explorer, Chrome, Safari) process to display web pages.
PHP - Server side programming language.
What is a server?
A computer connected to the internet that fulfills information requests to the website
What does IP stand for?
IP stands for Internet Protocol, a standardized set of procedures for locating computers connected to the internet and for transferring info from one computer to another.
What are the three types of website traffic?
Direct: types website directly into browser
Referral: click on link from one site to another
Search: click on link from search engine results page
Unpaid referral traffic comes from what?
come to website from any link not paid for
What kind of traffic is generated when a user clicks a link at the top or the sidebar of a SERP?
What is the primary conversion of a retail website?
What is a secondary conversion of a retail website?
What are two ways a media site might measure engagement?
page views and video views
A retail website that has both a high level of traffic and a good conversion rate can still improve its success by
increasing the average order value or add on purchases.
A website's success is measured according to how well it meets these requirements
Generates traffic - how many visitors come to the site
Conversion rate - how many visitors engage
Name two disadvantages of discovering internet content through a list rather than through search.
1. It's slow to improve and incorporate new data because it's manually updated.
2. Can only cover broad topics.
What is the problem with a search engine based entirely on relevance?
The page could match the keyword search without providing any meaningful content. The popularity takes into account the quality of the page's content as measured by visits.
In Google original algorithm, if Page A with PageRank of 8 linked to Page B and three other pages, how much PageRank would Page A pass on to Page B?
Algorithm: PR(A)/(# of pages linked to)
Google's algorithm combines two scores to determine its final ranking. They are:
popularity and relevance
How did websites artificially inflate their PageRank under Google's original algorithm?
One could program a computer to automatically create thousands of webpages pointing to a particular target page, hacking other websites and hiding back-links in the code or just purchasing links from other websites.
List four changes to Google's algorithm that occurred during the Google Panda update.
- Heavy Ad footprint
The Google Penguin update was concerned primarily with
websites with over-optimized anchor text were often manufacturing these backlinks.
Name the four factors that determine which keywords would be most beneficial to work on.
Consider a website that sells garage doors. The keyword vinyl garage doors should be mapped to what kind of page?
This keyword would be best directed to a homepage of a website that sells vinyl garage doors.
The keyword Pella Traditional 16-ft x 7-ft Insulated White Double Garage Door with Windows should be mapped to what kind of page?
A specific webpage whose main content, and purpose, is to display and sell this specific garage door.
Name four places the webmaster should make sure the keyword Pella garage doors should be found on the page.
Name two ways a webmaster can improve a page's click-through rate.
Include the keyword in the title tag, meta description, and URL
Name three attributes of a website outside of its link profile that Google examines to help determine the quality of a website's content.
-Short loading times
-Good grammar and spelling
Why does the underlying structure of Overstock.com's website not match the structure that is displayed to site visitors?
The user only sees what the code tells the web browser to display. The hierarchy and tags used to create the site are not displayed but used by search engines to rank pages.
What is important to know about a websites' organizational structure?
Search engines don't crawling or index webpages past the third level of a website, should keep all content within 3 levels. Don't have broken links.
What is the importance of long tail keywords? What are the many reasons that they are important to a webmaster?
Long tail keywords are better for use on more specific pages. Although they have a smaller volume of clicks they generally provide better results.
What is the anchor text for this link? <a href="https://www.google.com" rel="nofollow">Google.com</a>
Advertisements typically must include what attribute in the link?
How do the backlinks pointed at Overstock.com affect the ranking of overstock.com/Jewelry-Watches/4/store.html?
They can boast the ranking of the site, assuming the backlinks come from related websites.
The textbook listed seven aspects of a webpage's link profile to determine its popularity. List four of these.
Number of backlinks
-Backlinks from related or relevant websites
Manufactured links are way for a webpage to gain lots of backlinks very quickly. The problem with manufactured links is that
search engines will penalize sites for creating backlinks that are low in quality.
List four techniques for gaining links that would be classified as manual links.
Submitting to directories
-Social bookmarking sites
-Local business profiles
-Social networking sites
-Asking for links
In what way can the destination URL be considered the most important part of a search ad?
Because this is the way to get to the website. If a web designer were to mess up any part of the destination URL, the user trying to get to the page would be sent to the wrong one.
What is a PLA (what does it stand for and what is it)?
Product Listing Ads; they promote your inventory and appear anytime someone searches for your product on Google
Effectively written search ads have:
(1)Keywords for relevance (2) Unique value proposition (3) Call to action
What three factors go into calculating an ad's Quality Score?
Landing page experience
put brackets around a keyword which instructs Google to show an ad only when that person searches for the exact word
putting quotations around a keyword phrase which directs Google to show an ad only when someone's search includes that exact phrase
modified broad formatting
when you put a plus sign (+) in front of each keyword you are commanding Google that you want your ad to show up every time someone searches for those keywords
adding keywords to an account without any commands or modifying characters which directs Google to show an ad on whichever keywords they deem relevant to those keywords
Name two conditions that might make the exact match the best match type to use
Budget exhausts quickly
conversions are being achieved and meeting the expectations
Ad only matches a small number of choices
There's no need to expand reach
Name the three types of bidding available to advertisers in an ad network
CPC bidding - advertiser only pays when the ad is clicked on
CPM bidding - payment method of traditional advertising
CPA bidding - allows advertisers to pay only when their advertisements result in successful conversions
Of all the targeting methods, interest targeting has the largest discrepancy between cookies per week and impressions per week. Why?
Because interest targeting is more broad and can target the interested user on any site they visit within the ad network
What kind of targeting should an advertiser use when she only wants to advertise on a few select websites?
What are the four types of landing pages and appropriate search phrases that go with each.
Subscription landing pages -
Long copy landing pages
Single-Product landing pages
Multi-product landing pages
lead generation landing pages
Name two things that Amazon.com does that increases average order value
-Encourages add-on purchases and encourages customers to purchase a higher-priced option
Which of the following keywords will have a higher CPC- Samsung galaxy tablet for sale or samsung galaxy tablet review?
"For sale" - it would imply the consumer is looking to buy
If I know my total search advertising expenditures and the total revenue generated from these expenditures, I can calculate what key measurement?
Return on Ad. Spend (ROAS)
If my retail site sells 500 products in 150 transactions from 7500 clicks, what is my site's conversion rate?
What is Amazon's primary source of paid referral traffic?
involves creating two versions of an ad, showing both randomly across the ad network and allowing the numbers to determine which ad is more effective
All else being equal, will a remarketing ad cost more or less on a CPC basis than other ads? Why?
It will cost more because you visit the site (a cookie is placed), you leave site, click or see ad
An effectively written ad must not only attract attention and communicate a value preposition, it must also
invite action/ have a call to action - invitation to click the ad
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