MKT 440 Exam 2 – Study Guide, Practice Questions & Exam Review
Two advertisers achieve the same 1% CTR on their ads. Advertiser A bids $10 CPM while
Advertiser B bids $1.50 CPC. Which advertiser will be awarded more impressions from the ad
network? - ANS ✔✔Advertiser B because his/her bids are expected to earn the ad network
more money
Which of the following best describes the role of a publisher in an ad network? - ANS ✔✔A
publisher incorporates code that enables the network to load ads into the allocated ad space
every time a web page loads
CPA bidding enables advertisers to pay only when... - ANS ✔✔Their advertisement results in a
successful conversion
Which of the following best describes the role of an advertiser in an ad network? - ANS ✔✔All
of these are correct
To determine whether a new ad copy is better at attracting attention, an advertiser should
conduct an A/B test and measure - ANS ✔✔the click-through rate
Which of the following is NOT a targeting method available on the Google Display Ad Network?
- ANS ✔✔Past visits to competitors' websites
Toyota knows that people are only actively looking to purchase a car every few years. It wants to
focus its ad dollars on people who are actively researching cars to purchase. What targeting
dimension should Toyota use for its ad campaign? - ANS ✔✔In-market audience
A furniture seller believes that people who have just moved are more likely to need new
furniture. What targeting dimension should this furniture seller use for their ad campaign? -
ANS ✔✔Life events
, When a customer clicks on a display ad, the landing page should match the ad's: - ANS ✔✔All of
these are correct
True or False: If an advertiser pays $10 CPM and their ad is shown 20,000 times, the advertiser
would owe $200 only if the ad yielded at least 2,00 clicks. - ANS ✔✔False
Advertisers on a display network can pay through each of the following methods EXCEPT: - ANS
✔✔Flat fee
Google Ads allows advertisers to target their ads based on which set of methods? - ANS
✔✔Audience segments, demographics, keywords, topics, and placements
A website that sells suits has created two customer segments: one called "Working
Professionals" and another called "Luxury." It would like to execute an advertising campaign
targeted only to people who belong to BOTH segments. How can it accomplish this? - ANS
✔✔Create a combined audience with the AND specifications
True or False: If an advertiser pays $0.75 CPC and their ad yields 100 clicks, the advertiser would
owe $75 regardless whether the ad was shown 1,000 times or 100,000 times. - ANS ✔✔True
Good display ad copy does everything EXCEPT: - ANS ✔✔Pre-convert the consumer
To determine the winner of an A/B test on a subject line, an email marketer should use: - ANS
✔✔The open rate
After a B2B service company closes a deal with Company X, email marketing may still be useful
for purpose of: - ANS ✔✔Training the employees within Company X
Two advertisers achieve the same 1% CTR on their ads. Advertiser A bids $10 CPM while
Advertiser B bids $1.50 CPC. Which advertiser will be awarded more impressions from the ad
network? - ANS ✔✔Advertiser B because his/her bids are expected to earn the ad network
more money
Which of the following best describes the role of a publisher in an ad network? - ANS ✔✔A
publisher incorporates code that enables the network to load ads into the allocated ad space
every time a web page loads
CPA bidding enables advertisers to pay only when... - ANS ✔✔Their advertisement results in a
successful conversion
Which of the following best describes the role of an advertiser in an ad network? - ANS ✔✔All
of these are correct
To determine whether a new ad copy is better at attracting attention, an advertiser should
conduct an A/B test and measure - ANS ✔✔the click-through rate
Which of the following is NOT a targeting method available on the Google Display Ad Network?
- ANS ✔✔Past visits to competitors' websites
Toyota knows that people are only actively looking to purchase a car every few years. It wants to
focus its ad dollars on people who are actively researching cars to purchase. What targeting
dimension should Toyota use for its ad campaign? - ANS ✔✔In-market audience
A furniture seller believes that people who have just moved are more likely to need new
furniture. What targeting dimension should this furniture seller use for their ad campaign? -
ANS ✔✔Life events
, When a customer clicks on a display ad, the landing page should match the ad's: - ANS ✔✔All of
these are correct
True or False: If an advertiser pays $10 CPM and their ad is shown 20,000 times, the advertiser
would owe $200 only if the ad yielded at least 2,00 clicks. - ANS ✔✔False
Advertisers on a display network can pay through each of the following methods EXCEPT: - ANS
✔✔Flat fee
Google Ads allows advertisers to target their ads based on which set of methods? - ANS
✔✔Audience segments, demographics, keywords, topics, and placements
A website that sells suits has created two customer segments: one called "Working
Professionals" and another called "Luxury." It would like to execute an advertising campaign
targeted only to people who belong to BOTH segments. How can it accomplish this? - ANS
✔✔Create a combined audience with the AND specifications
True or False: If an advertiser pays $0.75 CPC and their ad yields 100 clicks, the advertiser would
owe $75 regardless whether the ad was shown 1,000 times or 100,000 times. - ANS ✔✔True
Good display ad copy does everything EXCEPT: - ANS ✔✔Pre-convert the consumer
To determine the winner of an A/B test on a subject line, an email marketer should use: - ANS
✔✔The open rate
After a B2B service company closes a deal with Company X, email marketing may still be useful
for purpose of: - ANS ✔✔Training the employees within Company X
