A) ad rates quoted in cost per thousand impressions. B) ad rates quoted in cost per million impressions. C) the maximum amount of money an advertiser is willing to pay for each click on their ad. D) the cost an advertiser is willing to pay for a particular amount of time a surfer spends on an ad. E) a method of charging for advertising whenever a user performs a specified action such as signing up for a service, requesting material, or making a purchase. A) ad rates quoted in cost per thousand impressions. B) ad rates quoted in cost per million impressions. C) the maximum amount of money an advertiser is willing to pay for each click on their ad. D) the cost an advertiser is willing to pay for a particular amount of time a surfer spends on an ad. E) a method of charging for advertising whenever a user performs a specified action such as signing up for a service, requesting material, or making a purchase.

Exam 18: Google in Three Parts: Search, Online Advertising, and Beyond

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What are the different formats and media types that Web ads can be displayed in? What are the billing mechanisms employed by ad networks?

(Essay)

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(47)

Question 21

Cookies are created and retrieved by a user's Web browser, but cookies are only stored on the website visited, not on the user's computer.

(True/False)

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(34)

Question 22

Which of the following statements holds true for search engine optimization (SEO)?

(Multiple Choice)

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Question 23

Even if an advertiser is wiling to pay the highest cost-per-click rate, it still may not appear at the top of ads listed alongside Google search results.

(True/False)

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(39)

Question 24

CPM refers to:

(Multiple Choice)

4.8/5

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Question 25

Which of the following statements holds true for the term cost-per-click?

(Multiple Choice)

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(34)

Question 26

Discuss how mobile apps are threatening Google's search dominance, what Google is doing to combat this challenge, and how Google's approach still contains risks.

(Essay)

4.8/5

(40)

Question 27

Which of the following statements holds true for the term cache?

(Multiple Choice)

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(45)

Question 28

Managers looking to plot changes in popularity of a given search term, or compare changes among several terms over time, can leverage a Google product known as _______________.

(Short Answer)

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(42)

Question 29

_____ refers to the practice of designing, running and optimizing search engine ad campaigns.

(Short Answer)

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Question 30

Unlike TV, radio, and print ads, most online ad payment schemes are not linked to ad performance.

(True/False)

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(30)

Question 31

Which of the following is a function of the Internet Advertising Bureau?

(Multiple Choice)

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(36)

Question 32

Google's interest-based ads have been accused of profiling users on the basis of race, religion, sexual orientation, health, political, or trade union affiliation, and certain financial categories.

(True/False)

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(39)

Question 33

Ad rank on Google is calculated using the equation: Ad Rank = f(_______________, Quality Score, expected impact of extensions and formats).

(Multiple Choice)

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(37)

Question 34

Google's stated mission is to:

(Multiple Choice)

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Question 35

Google's Chromebook effort is a promising imitative, but so far few consumers have adopted portable computers using the Chromebook standard.

(True/False)

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(41)

Question 36

Google assumes individual components that make up the servers in its server farms will regularly fail, but no single failure should interrupt the firm's operations. By doing so, Google can ensure its network is:

(Multiple Choice)

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(46)

Question 37

Google has launched new formats to capture markets such as travel bookings and car shopping from within search, but by doing so, it risks alienating large advertisers who run competing services.

(True/False)

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(32)

Question 38

Google earns more annual advertising dollars than any other U.S. media company.

(True/False)

5.0/5

(34)

Question 39

When performing a search via Google or another search engine, a user actually searches what amounts to a copy of the Web, stored and indexed on the search engines' computers.

(True/False)

4.9/5

(36)

Question 40

Showing 21 - 40 of 132

What are the different formats and media types that Web ads can be displayed in? What are the billing mechanisms employed by ad networks?

Cookies are created and retrieved by a user's Web browser, but cookies are only stored on the website visited, not on the user's computer.

Which of the following statements holds true for search engine optimization (SEO)?

Even if an advertiser is wiling to pay the highest cost-per-click rate, it still may not appear at the top of ads listed alongside Google search results.

CPM refers to:

Which of the following statements holds true for the term cost-per-click?

Discuss how mobile apps are threatening Google's search dominance, what Google is doing to combat this challenge, and how Google's approach still contains risks.

Which of the following statements holds true for the term cache?

Managers looking to plot changes in popularity of a given search term, or compare changes among several terms over time, can leverage a Google product known as _______________.

_____ refers to the practice of designing, running and optimizing search engine ad campaigns.

Unlike TV, radio, and print ads, most online ad payment schemes are not linked to ad performance.

Which of the following is a function of the Internet Advertising Bureau?

Google's interest-based ads have been accused of profiling users on the basis of race, religion, sexual orientation, health, political, or trade union affiliation, and certain financial categories.

Ad rank on Google is calculated using the equation: Ad Rank = f(_______________, Quality Score, expected impact of extensions and formats).

Google's stated mission is to:

Google's Chromebook effort is a promising imitative, but so far few consumers have adopted portable computers using the Chromebook standard.

Google assumes individual components that make up the servers in its server farms will regularly fail, but no single failure should interrupt the firm's operations. By doing so, Google can ensure its network is:

Google has launched new formats to capture markets such as travel bookings and car shopping from within search, but by doing so, it risks alienating large advertisers who run competing services.

Google earns more annual advertising dollars than any other U.S. media company.

When performing a search via Google or another search engine, a user actually searches what amounts to a copy of the Web, stored and indexed on the search engines' computers.

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