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MKT 362 Final
Terms in this set (40)
There are many applications for secondary paid search KPI metrics. Which one of the answers best describes quickly reviewing a measure of whether your team is taking an exploratory, hypothesis-driven approach to your paid search program.
number of ad copy variations
On-site metrics are the primary activities including visits and leads or sales, but to analyze thsi you look at many specific types of metrics. If you are running an e-commerce business you would look at which type specifically?
revenue from organic conversions
Several lead-attribution systems are available, and data is often customized in order to collect based on specific business or company drives. Which of the following is NOT one of the tools used listed in the textbook?
marketing director information
Knowing what to measure is key to assessing the metrics of the internet company marketing system. Seasonality is another important component to measure that matters to organizations. Which type of organization would have high weekday lead generation but fairly low activity on the weekends?
Measuring paid search traffic and on-site outcomes is a great option for many organizations to drive lots of cheap traffic. Which one is best decribed as the shows where your ads show within the sponsored listings on the search engine results page.
average rank of your keyphrases
There are many secondary SEO Metrics presented in the textbook. One inclues the use of Google Analytics for measuring landing pages in its user interface, also known as entrance pages. Which of the following best describes this type of metric?
increase in entrance pages count
Yahoo SIte Explorer provides inlink counts for free in order to help organizations evaluate their SEO ranking. Which other company does the textbook discuss as a tool for measuring inlinks?
Based on the SEO key performance indicators from the textbook, which of the following is NOT one of the activities that you should track and review?
Changes in social mention
When an organizations decides to evaluate the impact of programs to increase your visibility through images, videos, news releases, product feeds, and local information, this would be an example of which type of seondary SEO?
visits and conversions
The primary on-site activities that matter are visits and leads or sales but to analyze this you would look at several specific metrics. Which would you look at to calculate the percentage of targeted keyphrases that are in the top 20 search results?
Graphic design comes later during the website development. This would include many elements that boils down the graphic composition into a few essential principles. Which principle would best be described as the placing of items on the page intentionally and with visual connections?
When figuring out how to make a deliverable for information architecture, what would the page-level information design including page layouts or wireframes be considered as the level of IA concept?
critical elements on each page
When developing a website skeleton or wireframe it is important to start with a website persona and a primary goal. This will help figure out what a potential customer is trying to do. Which of the steps in this process is best fits this description?
scenario and paths
When developing the information architecture of your website, there are several concepts and outputs that are important to consider. Which concept would best be delivered through navigation specification and on-site search specifications?
Mechanism for visitors to move around the webiste
It is important to write just enough, clearly on the webiste in order to keep your landing page and copy well organized and easily scannable. You should make liberal use of several steps in this process including the use of this item in order to keep your buyer at ease. Which one of these items is best described by this process?
One of the audiences that you may find on your website may be looking to access your financial performance information in order to evaluate your product/services offering against the competitor. Which audience would be most likely to look for this information?
Developing website personas are important components of your development of the cognitive walkthrough for all customers. Which of hte following best describes the step that helps prioritize your business team in order to give the highest-priority audience and persona focus?
Determine the target audience
Your audience is the group of people whom your website serves. It is often composed of what type of people?
B. current customers
During the sales cycle, your potential customers may decide that their goal is to gather information in order to make an informed decision. What type of task may they perform in order to evaluate these alternatives?
request a brochure or download explaining more details
There are several routes that audiences may take paths in order to get to yoru website by using social media. Which audience would be likely to look for newsletter or promo to existing customers?
Blogging is an important component of the SEO effect on your website development. There are several components that play a critical role in the blogging of these best practices. Which one of the following best describes allowing authors to customize the metadata for pages and page content?
Use SEO plug-ins
Every page in the website should target unique phrases that are not already targeted by other pages. Which of the following is defined by the core on-page factors for links to the page from other pages or from your website's navigation using the keyword phrase as the anchor text?
Using robots.txt file can tell the web spiders where to find your sitemap.xml file. The sitemap.xml can bring any content on your website behind filters or serach queries to the surface by populating your parameter-based URL that leads directly to the content. Where should you place the sitemap.xml in order to make it available to the spiders as well as potential customers?
Because search engine visitors are a potentially huge source of traffic and business for your website, it is important to consider how your website appears in ___________________ (SERP) .
Search Engine Results Pages
Watching your web technologies to create webs pages in a better way can be improved through the use of SEO. (CMS) _______________ provide unique challenges and opportunities for SEO. Many available CMSs have useful SEO plug-ins available to enable search engine best practices. What does CMS stand for?
Content Management Systems
There are many individuals that play essential roles in the website redesign process. Which of the following best describes the role of the User Researcher?
the person or team who learns about the target customer to create useful and meaningful personas, and who plans and conduct usability tests
Website prelaunch punchlist includes several steps in order to develop an effective website launch. Quality control is critical ahead of a website launch. How would you go about checking website links to make sure they are valid for the launch?
In the website maintenance takses there are sevearl steps to following an a weekly/daily, monthly, quarterly and annual bases. Which of the following would give you an overview of the process you should follow during the quarterly task analysis?
trending and planning roles and tasks
Driving website visitors is not enough. THe route to turn a website visitor into a lead or customer hinges direclty on website's quality and the difficulty of the process leading to a "conversion." The more conversions, the better. The higher the conversion rate, the better. Which equation below is the e-commerce conversion rate?
(visitors who buy/all visitors) x 100
There are many individuals/teams that develop the redesign in the website process. According to the book, which of the following is the person/people in charge of making sure that the website is as trackable (or more) after launch as before and that the launch doesn't disrupt ongoing marketing campaigns?
Marketing metrics owner
(blank) ensure that you start saving money in paid search sooner and using those funds to drive implementation of additional components
According to the components that form the sales engine process, (blank) is the process that ensures you start defining your market and audience analysis activities first
Pure visibility is a key component of what online sales engines can do. According to text, the measurement and analysis drive each iteration of the (blank) cycle
The core concept behind the online sales engine is that all of the following are mearly tactical components of the same iterative marketing process, EXCEPT:
According to the step for increasing visiblity, another advanced strategy to consider pursuing is online display advertisement of (blank) ads
Marketing depts are investing more in online marketing because it's all EXCEPT:
open from 9-5
A vital step in understanding your customer is to put yourself into the shoes of someone who has (blank) heard of your business
One of the fundamental steps in building the website budget is to add money to market the website itself, not just to (blank) and (blank) it
More business decision makers use the internet to conduct research for their B2B purchases EXCEPT
personal one-on-one sales discussions
According to text, when you look at business strategy 101 there are a few key basics to remember. Which of the following is NOT one of the basic business strategies?
stick with the good old marketing campaign
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