Section 8: Digital Advertising And Affiliates
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- 1.
In Google Paid Search, where your ad appears on the page is based on two things: How much you pay, and ______________.
- A.
How often you run the ad
- B.
Your quality score
- C.
Your company's revenue
- D.
How often your ad is clicked
Correct Answer
B. Your quality scoreExplanation
It’s your quality score that, along with your bid, determines the placement of your ad. Quality score, Google’s score that determines how relevant your ad is to your keyword, is important.Rate this question:
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- 2.
Click-through rate is the ultimate indicator of whether ads are working or not.
- A.
True
- B.
False
Correct Answer
B. FalseExplanation
False. Click-through rate is a quick, immediate indicator, but the better indicators are conversion rate and cost per conversion as the ultimate deciding factors.Rate this question:
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- 3.
Keywords in Paid Search should be as broad as possible in order to capture the most clicks.
- A.
True
- B.
False
Correct Answer
B. FalseExplanation
False. Keywords should be as specific as possible. You pay each time your ad is clicked, so you don’t want simply the most clicks, but the most qualified clicks.Rate this question:
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- 4.
When multiple sites are compensated for sending traffic or sales back and forth, it’s called ________ marketing.
- A.
Network
- B.
Affiliate
- C.
Reciprocity
- D.
All of the Above
Correct Answer
B. AffiliateExplanation
It’s called Affiliate Marketing, and it’s a common practice. But be careful about choosing your affiliates, as some are notorious for spamming, sending unwanted email.Rate this question:
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- 5.
Paid search, a form of Display Advertising, is typically paid for based on ___________.
- A.
Click-throughs – The number of people who click the ad and go through to your website.
- B.
Click-through percentage – The number of people who click the ad, divided by the number of people who see the ad.
- C.
Impressions – The number of people who see your ad
- D.
Typically, it’s a mix of all three that determine the price of display advertising.
Correct Answer
A. Click-throughs – The number of people who click the ad and go through to your website.Explanation
Typically, paid search is paid based on the click-throughs, the number of people who click the ad and go through to your website or landing page.Rate this question:
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- 6.
In general, the worldwide community of affiliates is:
- A.
Shadowy. It’s difficult to find affiliates.
- B.
Tight-knit. Affiliates tend to know each other.
- C.
Not a community at all. Affiliates are generally individuals who do not know each other.
Correct Answer
B. Tight-knit. Affiliates tend to know each other.Explanation
Even though they may not reside in locations near each other, the worldwide
community of affiliates is fairly tight-knit. So once you find one, it’s very likely that you’ll be able to find many others.Rate this question:
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- 7.
Which of the following best describes a basic Paid Search account setup?
- A.
The account is composed of Keywords, which are divided into both Campaigns and AdGroups.
- B.
The account consists of Ad Groups, which consist of Keywords, which each contain one or more Campaigns.
- C.
The account consists of Campaigns, which consist of AdGroups, which contain Keywords.
- D.
The account consists of AdGroups, which consist of Campaigns, which contain Keywords.
Correct Answer
C. The account consists of Campaigns, which consist of AdGroups, which contain Keywords.Explanation
An account consists of campaigns, which each have one or more AdGroups associated with it. These AdGroups contain keywords.Rate this question:
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- 8.
What is remarketing, as it pertains to display advertising?
- A.
A display network setting that allows you to market to ONLY those searchers who have already visited your web site.
- B.
A display network setting that allows you to market to the same person multiple times.
- C.
A display network setting that allows you to market to ONLY those searchers who have made a purchase from your company.
- D.
All of the Above
Correct Answer
A. A display network setting that allows you to market to ONLY those searchers who have already visited your web site.Explanation
Remarketing, marketing only to those who have viewed your website previously, can be very valuable in that the searcher not only has confirmed intent to purchase, but is already familiar with your brand. These remarketing ads tend to have higher click-through rates, so definitely take advantage of this setting.Rate this question:
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- 9.
A PPC Ad consists of a headline, 2 description lines, and a website’s url address. True or False: The web address url must display the exact link that a user is sent to if the user clicks the ad.
- A.
True
- B.
False
Correct Answer
B. FalseExplanation
That’s false. The display url can be your website’s homepage even if a click results in the user being sent to a landing page within your website. The rule is that the link has to show what website, but not exactly what page within the website.Rate this question:
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- 10.
Within the display network, if your ad contains a video, it is advisable to select the setting that allows the video to play automatically when the ad appears.
- A.
True
- B.
False
Correct Answer
B. FalseExplanation
False. No such setting exists, as this is not allowed. Users must click a video for it to play. So your opening image needs to be one that entices the user to play your video.Rate this question:
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- 11.
A “Backlink”, or an inbound link, is a list of all links to a certain website. Whose backlinks should you look at when you’re beginning an affiliate marketing program?
- A.
Facebook's
- B.
Any coupon company's or other such affiliates'
- C.
All of your competitors
- D.
Only your competitors’ who have affiliate marketing programs
Correct Answer
D. Only your competitors’ who have affiliate marketing programsExplanation
You should look at the backlinks of any competitor of yours that you know has an affiliate marketing program. If you’re just looking at any competitor’s backlinks, you’re performing an SEO function. But finding out which affiliates are linking to (i.e. affiliates for) your competitors, can help you recruit (or even steal) them as affiliates of your own. To find a website’s backlinks, simply Google “Link: www.yourcompetitorswebsite.com”.Rate this question:
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- 12.
Basic Google Ad Setting. Which should you choose under the heading of “Ad Rotation”?
- A.
Optimize: Show better performing ads more often
- B.
Rotate: Show ads more evenly
Correct Answer
B. Rotate: Show ads more evenlyExplanation
Rotate, don’t optimize. When you choose “optimize”, Google shows the ad with the highest click-through rate more often, but those may not be the same as the ones with the greatest purchase amount. Click-through is not the ultimate goal, revenue is. So rotate the ads until you’re able to compile your own research showing which ads lead to better results.Rate this question:
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- 13.
When considering ads on the search network versus ads on the display network, which network’s ad should be more overtly enticing and targeted toward a buyer in an early stage of the buying process?
- A.
An ad for the search network
- B.
An ad for the display network
- C.
Both ads should be roughly the same
Correct Answer
B. An ad for the display networkExplanation
It’s important that ads for the display network are more overtly enticing, as users only see these ads when they’re browsing about something else. So you have to overtly attract their attention and understand that they may not even be looking for your product or service. Users that see ads on the search network are already searching for something and are more likely to have heard of your product or service, so these ads can be targeted toward a later stage in the buying process.Rate this question:
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- 14.
Quality score, the Google measurement used by Google to set your rates as well as your ad position, is scored on a scale of 1-10. ______ is considered a neutral score, so if your score is above this number, it’s good, and if it’s below this number, it could hurt you.
- A.
5
- B.
6
- C.
7
- D.
8
Correct Answer
C. 7Explanation
7 is the neutral score.Rate this question:
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- 15.
Ad extensions, Google AdWords settings that allow you to add certain information to your standard 3 or 4-line PPC Ad, include such options as ________________.
- A.
Location extensions, an additional line showing the business’ physical address
- B.
Sitelink extensions, up to 10 additional links to designated pages within your website
- C.
Product extensions, which show images of and links to specific products
- D.
Phone number extensions, which allow mobile users to click-to-call
- E.
All of the Above are possible options as Ad extensions
Correct Answer
E. All of the Above are possible options as Ad extensionsExplanation
These are all possibilities for what Ad extensions you can use. In general, these Ad extensions help, so use them.Rate this question:
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- 16.
The leading affiliate marketing online forum has existed for over a decade and boasts over 65,000 members. What is it?
- A.
BestAffiliate.com
- B.
BestWeb.com
- C.
ABestWeb.com
- D.
WebAffiliate.com
Correct Answer
C. ABestWeb.comExplanation
The most popular affiliate forum is ABestWeb.com, worth a look if you have the budget. It costs around $75 per posting, or $2500 to purchase your own sub-forum, where you can post as often as you like.Rate this question:
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Current Version
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Aug 21, 2024Quiz Edited by
ProProfs Editorial Team -
Jun 16, 2014Quiz Created by
Ingrid Sanders
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