Question 1

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

Accepted Answer

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 2

The term ______________ refers to allowing advertisers to serve specific ads to consumers who may have viewed a product page but did not buy that product. Google and other ad networks support retargeting.

Accepted Answer

retargetin...

Question 3

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

Accepted Answer

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

Question 4

_____ are served by ad networks or other customer profiling firms to identify users and record behavior across multiple Web sites.

Accepted Answer

A)   Plug-ins
B)   Creatives
C)   Interstitials
D)   Third-party cookies
E)   Honeypots

Question 5

A(n) _____ is a cost-per-action program, where program sponsors pay referring Web sites a percentage of revenue earned from a referral.

Accepted Answer

The answer of A(n) _____ is a cost-per-action program, where...

Question 6

Which of the following demonstrates Google's sensitivity to user privacy through the rollout of interest-based ads?

Accepted Answer

A)   Google adds activities in Gmail, Google Docs, and other services in order to improve its customer profiling database.
B)   Google builds separate user profiles based on their race, religion, health, and certain financial categories.
C)   Google allows users to see and remove categorizations it has assigned to a tracking cookie.
D)   Google links query history to ad targeting in order to gain useful insights about a user's ad preferences.
E)   Google initiated a program to work with Apple, and Microsoft in order to share browser preferences, so that privacy settings are maintained even if a user moves across platforms and devices.

Question 7

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

Accepted Answer

Google lines up the advertisers, provide...

Question 8

CPM is cost per million impressions.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

The answer of Google offers employees___________________ the ability to work...

Question 11

__________ refers to generating fake followers, likes, +1s, retweets, shares, or YouTube views.

Accepted Answer

Social inf...

Question 12

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 ____________.

Accepted Answer

The answer of A Pinterest link for a vintage handbag...

Question 13

Google's stated mission is to:

Accepted Answer

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 14

Most Google apps allow collaborative editing, common storage, and version control.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

Why don't privacy advocates feel that Google's "Don't be Evil" intentions are enough protection for consumers?

Accepted Answer

Privacy advocates maintain that "Don't B...

Question 17

Google's Project Link itiniative has built massic fiberoptic networks in Ghana and Uganda.

Accepted Answer

A) True 
 B)False

Question 18

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.

Accepted Answer

A) True 
 B)False

Question 19

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.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

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

CPM is cost per million impressions.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The term ______________ refers to allowing advertisers to serve specific ads to consumers who may have viewed a product page but did not buy that product. Google and other ad networks support retargeting.

Correct Answerverifiedretargetin...View AnswerShow Answer

_____ are served by ad networks or other customer profiling firms to identify users and record behavior across multiple Web sites.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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 ____________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

__________ refers to generating fake followers, likes, +1s, retweets, shares, or YouTube views.

Correct AnswerverifiedSocial inf...View AnswerShow Answer

Why don't privacy advocates feel that Google's "Don't be Evil" intentions are enough protection for consumers?

Correct AnswerverifiedPrivacy advocates maintain that "Don't B...View AnswerShow Answer

Which of the following demonstrates Google's sensitivity to user privacy through the rollout of interest-based ads?

Correct AnswerverifiedShow Answer

Most Google apps allow collaborative editing, common storage, and version control.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedGoogle lines up the advertisers, provide...View AnswerShow Answer

Google's Project Link itiniative has built massic fiberoptic networks in Ghana and Uganda.

Correct AnswerverifiedShow Answer

Google's stated mission is to:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

A(n) _____ is a cost-per-action program, where program sponsors pay referring Web sites a percentage of revenue earned from a referral.

Correct AnswerverifiedShow Answer

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retargetin...
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Social inf...
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Privacy advocates maintain that "Don't B...
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Google lines up the advertisers, provide...
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