Deck 18: Google in Three Parts: Search, Online Advertising, and an Alphabet of Opportunity

Question 1

Web developers can easily block Google from indexing their otherwise publicly accessible content.

Answer 1

True

Question 2

Google's largest source of income is allowing any organization to pay for higher placement in search engine query results.

Answer 2

False

Question 3

Much of the technology used by Google consists of components such as microprocessors and hard drives that might be found in conventional home computers.

Answer 3

True

Question 4

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

Question 5

Market capitalization refers to the value of a firm calculated by multiplying its _____ by the number of shares.

Question 6

The bulk of Google's revenue comes from _____.

A) licensing
B) advertising
C) registration charges
D) Android
E) user fees

Question 7

A(n) _____ is a search performed on Google or any other search engine.

A) impression
B) PageRank
C) query
D) link
E) crawl

Question 8

If a firm's pages are not near the top of query results, customers may never discover its Web site. This has led to _____ becoming a critical function for many marketing organizations.

A) last mile access
B) geotargeting
C) outsourcing
D) content adjacency
E) search engine optimization

Question 9

_____ is the process of creating a series of bogus Web sites, all linking back to the pages one is trying to promote.

A) Click scam
B) Link fraud
C) Phishing
D) DNS cache poisoning
E) SQL injection

Question 10

In recent years, online advertising has been growing fast, but growth has not been as fast as the growth in television advertising.

Question 11

If a Web site is not the first page on a public server, it isn't linked to from another public page, and no one has submitted the link to Google for indexing, then it will not appear in Google results.

Question 12

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

A) It refers to the process of improving an ads rank in Google's online advertising listings.
B) It refers to the process of improving a page's organic search results.
C) It refers to Internet content that can't be indexed by Google and other search engines.
D) It refers to a temporary storage space used to speed computing tasks.
E) It refers to software that traverses available Web links in an attempt to perform a given task.

Question 13

JCPenny was one of Google's largest advertisers, spending millions a month in ads, yet Google punished the firm in search rankings when it detected that Penny violated Google's policies on gaming search results.

Question 14

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.

Question 15

Google offers employees___________________ the ability to work the equivalent of one day a week on new projects that interest them.

Question 16

Cache is a temporary storage space used to speed computing tasks.

Question 17

Which of the following parameters significantly influences the rank of a Web page in Google's search results?

A) The number of other pages linking to a given page
B) The maximum bid for click-through rates
C) The quantity of content on a Web page
D) The number of keyword matches in the content
E) The quality of content on a Web page

Question 18

Google's stated mission is to:

A) establish itself as the most valuable media company in the world.
B) organize the world's information and make it universally accessible and useful.
C) pair Internet surfers with advertisers and earn revenue along the way.
D) foster technological innovation to promote a knowledge-driven culture.
E) make the world more open and connected.

Question 19

____________ is the category of online advertising that captures the most advertising dollars.

Question 20

Which of the following represents the market capitalization of a firm?

A) Share price × Number of shares
B) Market share × Industry size
C) Revenue - Expenses
D) Earnings per share × Share price
E) Cash and Liquid Assets - Debt Obligations

Question 21

In online advertising, the term "impression" refers to:

A) the Web site displayed when a user clicks on an advertisement.
B) the measure of a user's perception of ad effectiveness.
C) ads that run before a user arrives at a Web site's main content.
D) each time an ad is shown.
E) the design and content of an advertisement.

Question 22

Which of the statements about Google's strategy and competitive environment is true:

A) Brin and Page founded Google in their 20s, following Yang and Filo of Yahoo (also in their 20s), underscoring just how easy it is for new comers to create new threats in today's search market.
B) The scale of server farms capable of indexing today's Web represents a significant barrier to entry.
C) Google has invested in proprietary components such as chips and hard drives, creating a difficult-to-copy barrier to entry to any firm seeking to enter its markets
D) Bing has been gaining significant market share on Google due to Microsoft's successful leverage of existing products (Xbox, Windows Phone, Office, and the Windows operating system) as a default distribution channel for its search.
E) All of the above.

Question 23

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 _______________.

Question 24

Three factors driving online ad growth trends are: (1) increased user time online, (2) improved measurement and accountability, and (3) ____________.

Question 25

_____ refers to the search engine results that are returned and ranked according to relevance.

Question 26

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

A) It refers to the Internet directory service that allows devices and services to be named and discoverable.
B) It refers to the process of improving a page's organic search results.
C) It refers to Internet content that can't be indexed by Google and other search engines.
D) It refers to a temporary storage space used to speed computing tasks.
E) It refers to software that traverses available Web links in an attempt to perform a given task.

Question 27

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

A) It refers to the Internet directory service that allows devices and services to be named and discoverable.
B) It refers to the process of improving a page's organic search results.
C) It refers to Internet content that can't be indexed by Google and other search engines.
D) It refers to a temporary storage space used to speed computing tasks.
E) It refers to software that traverses available Web links in an attempt to perform a given task.

Question 28

What is 'black hat SEO'?

A) Using unauthorized (and Google-prohibited) techniques to improve a page's search results
B) Paying off a search engine firm's engineers to lower your ad rate
C) Linking to competitor websites in hopes that they will fall in search engine rankings
D) Attempting to hack into a firm's email to manipulate SLA contracts
E) All of the above

Question 29

The phrase __________ refers to the process of improving a page's organic search results.

Question 30

Which of the following statements holds true for the term dark Web?

A) It refers to the Internet directory service that allows devices and services to be named and discoverable.
B) It refers to the process of improving a page's organic search results.
C) It refers to Internet content that can't be indexed by Google and other search engines.
D) It refers to a temporary storage space used to speed computing tasks.
E) It refers to software that traverses available Web links in an attempt to perform a given task.

Question 31

Advertisers can pay to have their ads move up in organic search results.

Question 32

Users spend the majority of their time on smart phone using apps, and apps are increasingly creating content-specific alternatives to Google's web-based search.

Question 33

Text ads appearing on Google search pages are billed on a cost-per-thousand impressions (CPM) basis.

Question 34

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.

Question 35

Provide a detailed description of the search mechanism employed by Google.

Question 36

Google discounts ads to just one cent less than the average cost per click.

Question 37

Search engines use _____ to discover documents for indexing and retrieval.

A) caches
B) landing pages
C) web-crawling spiders
D) proxy servers
E) interstitials

Question 38

Law firms are consistently the lowest cost-per-click rate bidders for keyword ads, but they run the most ads, making them significant contributors by volume.

Question 39

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:

A) data optimized.
B) traffic efficient.
C) fault-tolerant.
D) service-regulated.
E) organically searched.

Question 40

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

Question 41

A Pinterest link for a vintage handbag that, when clicked, jumps immediately to bag vendor's page within the Etsy app. This isan example of the technique known in the industry as ____________.

Question 42

Which of the following factors contributes to a web page's quality score?

A) Number of characters in the ad
B) Cost per Click
C) Cost per Impression
D) Image richness
E) Click through Rate

Question 43

Most of the time users spend on mobile phone is spent in apps, presenting a threat to Google's dominance in search as mobile use increases.

Question 44

Ads in Google search are exclusively geotargeted based on GPS data.

Question 45

Which of the following is true of Google's discounting scheme for advertisers?

A) Advertisers get incremental discounts on their original CPC for every thousand clicks.
B) Advertisers pay the average CPC of all those displayed ads that are ranked below their ad.
C) Advertisers pay only ninety percent of their original CPC rate for every thousand clicks.
D) Advertisers pay one cent more than the minimum needed to retain an ad's position on a page.
E) Advertisers pay the equivalent of the CPC bid by the worst performing ads, taken in a reverse sequence.

Question 46

Which of the following statements holds true for the term click-through rate?

A) It refers to the ad rates quoted in cost per thousand impressions.
B) It refers to the number of users who clicked an ad divided by the number of times the ad was delivered.
C) It refers to the maximum amount of money an advertiser is willing to pay for each click on their ad.
D) It refers to the cost an advertiser is willing to bear for a particular amount of time a surfer spends on an ad.
E) It refers to 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.

Question 47

Why do smart phones present an increasing challenge to Google?

Question 48

_____ refers to advertisements that are targeted based on a user's query.

Question 49

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

A) Maximum CPC
B) Maximum CPM
C) CTR
D) Impression
E) PageRank

Question 50

The process of computers identifying a user's physical location for the purpose of delivering tailored ads or other content is called _____.

A) parallelism
B) geotargeting
C) triangulation
D) network parallax
E) trilateration

Question 51

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.

Question 52

The Web site displayed when a user clicks on an ad is called the:

A) landing page.
B) organic result.
C) home page.
D) start page.
E) redirecting page.

Question 53

_____ are third-party computers that pass traffic to and from specific addresses without revealing the address of the connected users.

A) Routers
B) Web crawlers
C) Spiders
D) Proxy servers
E) Subnetwork masks

Question 54

A(n) _____ is a value used to identify a device that is connected to the Internet.

Question 55

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.

Question 56

A(n) _____ refers to a network of satellites and supporting technologies used to identify a device's physical location.

Question 57

The _____ measures the percentage of people who clicked on an ad to arrive at a destination-site.

A) click churn rate
B) link
C) click-through rate
D) click landing-page rate
E) impression score

Question 58

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

Question 59

What factors help determine the display and ranking of advertisements in Google's search pages?

Question 60

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

A) It refers to the ad rates quoted in cost-per-thousand impressions.
B) It refers to the number of users who clicked an ad divided by the number of times the ad was delivered.
C) It refers to the maximum amount of money an advertiser is willing to pay for each click on their ad.
D) It refers to the cost associated with the storage and bandwidth to deliver a website once it is clicked on.
E) It refers to the opportunity cost a user incurs when the leave one website for another.

Question 61

Advertising based on a Web site's content is called _____.

Question 62

Most graphical display ads are billed on a _____ basis.

A) CPTI
B) PPC
C) CPM
D) CPC
E) CTR

Question 63

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

A) Fixing the ceiling rates for CPC bids
B) Setting common standards for display ads
C) Resolving disputes between competing advertisers
D) Regulating any occurrences of paid inclusion
E) Monitoring online ad content for improper material

Question 64

Over 20 percent of Google's revenues come from running ads on:

A) the Android platform.
B) its organic search pages.
C) third-party Web sites.
D) competing search engines.
E) built-in toolbars.

Question 65

Advertisers pay ad partners for _______________ whenever a user responds to an ad by performing a specified activity such as signing up for a service, requesting material, or making a purchase.

A) Interstitials
B) Cost-per-action ads
C) Engagement ads
D) Pay-per-click ads
E) Paid inclusion ads

Question 66

What benefits does Google provide to firms that use its ad network? Why is this attractive to content providers?

Question 67

Ad networks enforce exclusivity. Once a content provider selects one ad network it cannot implement other forms of advertising on its website.

Question 68

Online ads that include animation, audio, or video are called _____.

A) rich media ads
B) popup ads
C) bullhorn ads
D) buzz marketing ads
E) contextual ads

Question 69

CPM refers to:

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.

Question 70

Some 65 percent of the top 200 ad-supported websites use AdSense for at least a portion of their ad revenue

Question 71

Horizontally oriented banners and vertically oriented "skyscraper" ads are typically examples of:

A) interstitials.
B) buzz marketing ads.
C) text ads.
D) affiliate ads.
E) image ads.

Question 72

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

Question 73

How do advertising networks distribute and serve ads based on Web site content? What are the problems associated with ads based on Web site content?

Question 74

What is the design and content of an advertisement referred to as?

A) The graphic
B) The cookie
C) The copy
D) The metadata
E) The creative

Question 75

Which of the following measures can advertisers take to prevent embarrassment through content adjacency issues?

A) Using negative keywords
B) Turning off the "comments" feature on Web sites
C) Migrating to contextual advertising
D) Switching over to graphical ads and interstitials
E) Using collaborative filtering software

Question 76

Display ads sold on a cost per thousand impressions basis often focus on:

A) generating the maximum click-throughs.
B) directing potential customers to the advertiser's online storefront.
C) persuading users to perform a specified action such as signing up for a service.
D) creating awareness of an advertiser's brand.
E) improving quality score metrics.

Question 77

The _____ refers to a situation where ads appear alongside text the advertiser would like to avoid.

A) fast follower problem
B) ad network failure problem
C) collaborative filtering problem
D) content adjacency problem
E) affiliate advertising problem

Question 78

Interstitials refer to:

A) the intermediary entity that runs an ad network, lining up customers, displaying ads, and collecting revenue.
B) graphical advertising, as opposed to text ads.
C) ads that run before a user arrives at their intended destination in a website or app.
D) cost-per-action programs, where sponsors pay referring Web sites part of the revenue earned from referrals.
E) Web sites that are displayed when users clicks on advertisements.

Question 79

CPM is cost per million impressions.

Question 80

Advertisers use _____ to indicate that an advertisement should not be shown when a query contains these terms.