Question 1

Which of the following statements holds true for the term opt-out?

Accepted Answer

A)   It refers to a program that requires customer consent.
B)   It refers to a program that enrolls all customers by default, but that allows consumers to discontinue participation if they want to.
C)   It refers to the generation of bogus clicks, either for financial gain or to attack rivals by draining their online ad budget.
D)   It refers to a small computer program that extends the feature set or capabilities of another application.
E)   It refers to recruiting a network of users with the goal of spreading IP addresses across several systems and making a fraud effort more difficult to detect.

Question 2

Google will dramatically lower the search rankings of firms that it feels have unfairly gamed organic search rankings.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

NFC or Nea...

Question 4

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

Accepted Answer

A) True 
 B)False

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

affiliate program

Question 6

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

Accepted Answer

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 7

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

Accepted Answer

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 8

Which of the following do ad networks use for customer profiling and ad targeting?

Accepted Answer

A)   HTML tags
B)   Cookies
C)   Affiliate programs
D)   Interstitials
E)   Plug-ins

Question 9

Near field communication refers to a short-range, wireless communication standard.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

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

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

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.

Accepted Answer

A) True 
 B)False

Question 13

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

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 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 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.

Accepted Answer

A) True 
 B)False

Question 15

Apple prevents iOS devices from being tracked using their MAC addresses.

Accepted Answer

A) True 
 B)False  True

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

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

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  True

Question 19

While users can block third-party cookies within their web browsers, it is illegal for browser firms to set this as a default option, as it would be considered an anti-competitive tactic that Apple and Microsoft could use against Google.

Accepted Answer

A) True 
 B)False

Question 20

_____ 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

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

Which of the following statements holds true for the term opt-out?

Correct AnswerverifiedShow Answer

Google will dramatically lower the search rankings of firms that it feels have unfairly gamed organic search rankings.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedNFC or Nea...View AnswerShow Answer

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

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 Answerverifiedaffiliate program

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following do ad networks use for customer profiling and ad targeting?

Correct AnswerverifiedShow Answer

Near field communication refers to a short-range, wireless communication standard.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

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

Apple prevents iOS devices from being tracked using their MAC addresses.

Correct AnswerverifiedTrue

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

Correct AnswerverifiedShow Answer

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

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 AnswerverifiedTrue

While users can block third-party cookies within their web browsers, it is illegal for browser firms to set this as a default option, as it would be considered an anti-competitive tactic that Apple and Microsoft could use against Google.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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NFC or Nea...
View Answer

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affiliate program

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True

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True

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