Chapter 7 Quiz

Advertisers on a display network can pay through each of the following methods EXCEPT:

• a) CPM (cost per mille)

• b) Flat fee

• c) CPC (cost per click

• d) CPA (cost per action)

Which of the following is NOT a targeting method available on the Google Display Ad Network?

• a) Demographics

• b) Life events

• c) Past visits to competitors’ websites

• d) Affinity

A website that sells suits has created two custom segments: one called “Working Professionals” and another called “Luxury.” It would like to execute an advertising campaign targeted to people who belong to BOTH segments. How can it accomplish this?

• a) Create a third custom audience that includes all of the target segments from both custom segments

• b) Create a combined audience with the NOT specification

• c) Create a combined audience with the AND specification

• d) Create a combined audience with the OR specification

Toyota knows that people are only actively looking to purchase a car every few years. It wants to focus its ad dollars on people who are actively researching cars to purchase. What targeting dimension should Toyota use for its ad campaign?

• a) In-market audience

• b) Affinity

• c) Demographic

• d) Combined audience segment

A furniture seller believes that people who have just moved are more likely to need new furniture. What targeting dimension should this furniture seller use for their ad campaign?

• a) Demographics

• b) Custom audience

• c) Combined audience segment

• d) Life events

An advertiser bids $10 CPM, achieves a 1% CTR, and achieves a 5% conversion rate. What would an equivalent CPA bid for this advertiser be?

• d) $200

• a) $10

• c) $100

• b) $20

Two advertisers achieve the same 1% CTR on their ads. Advertiser A bids $10 CPM while Advertiser B bids $1.50 CPC. Which advertiser will be awarded more impressions from the ad network?

• c) Advertiser B because CPC bidding is preferred by the ad network

• b) Advertiser A because CPM bidding is preferred by the ad network

• c) Advertiser B because his/her bids are expected to earn the ad network more money

• d) Advertiser A because his/her bids are expected to earn the ad network more money

Good display ad copy does everything EXCEPT:

• d) Pre-convert the consumer

• a) Attract attention

• c) Invite action

• b) Communicate a value proposition

To determine whether a new ad copy is better at attracting attention, an advertiser should conduct an A/B test and measure:

• c) The impression volume

• a) The click-through rate

• b) The conversion rate

• d) The ROAS

When a consumer clicks on a display ad, the landing page should match the ad’s:

• a) Value proposition

• b) Color scheme

• c) Imagery

• d) All of these are correct