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

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Question 31

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

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SEO or Sea...

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Question 32

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_____ is the primary technology that enables Google Wallet to make wireless payments with the wave of a phone.

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NFC or Nea...

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Question 33

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Google ads are embedded in the Android OS.

The more activity an ad network can monitor, the greater the chance that it can uncover patterns that are anomalous.

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

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

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

_____________ occurs by repeatedly searching keywords linked to rival ads with the goal of reducing the rival's click through rate.

Enriching click fraud refers to the practice in which site operators generate false page views in order to boost their site's CPM earnings.

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

How is stock price playing a role in Microsoft's increasing desire to compete with Google? How has Microsoft fared in search?

Crime networks cannot commit enriching click fraud using AdWords on Google.com

Studies have shown that online advertising can significantly influence off-line purchases.

_____ are hordes of surreptitiously infiltrated computers, linked and controlled by rogue software.

Microsoft has struggled to achieve profits over the last decade, despite the firm's substantial stock price increase over this period.

Why do smart phones present an increasing challenge to Google?

_____ allows users to pay for goods, store gift cards, and redeem coupons using their mobile phones.

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

What is 'black hat SEO'?

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