MGMT 3850 QUIZ 1 QUESTIONS AND ANSWERS
Chapter 7
Advertisers on a display network can pay through each of the following methods EXCEPT
CPM (cost per mille)
CPC (cost per click)
CPA (cost per acquisition)
flat fee
The three broad methods of display ad targeting on Google’s display network are
demographics, behavior, ad size
people, demographics, ad style
people, behavior, content
audiences, demographics, content
A website that sells wedding dresses targets ads to (1) women (2) ages 22 to 35 (3) actively searching for
a wedding dress (4) with an interest in fashion (5) in the top 10% of income (6) within the greater
Denver area. What is a major downside of this targeting?
The audience will be so small that the ads are not likely to generate a large volume
It is unethical to use income as a targeting method
Some of those targeting methods cannot be combined on Google’s ad network
Demographics like gender and age cannot be used to target ads
An advertiser bids $10 CPM, achieves a 1% CTR and achieves a 5% conversion rate. What would an
equivalent CPA bid for this advertiser be?
$100
Chapter 7
Advertisers on a display network can pay through each of the following methods EXCEPT
CPM (cost per mille)
CPC (cost per click)
CPA (cost per acquisition)
flat fee
The three broad methods of display ad targeting on Google’s display network are
demographics, behavior, ad size
people, demographics, ad style
people, behavior, content
audiences, demographics, content
A website that sells wedding dresses targets ads to (1) women (2) ages 22 to 35 (3) actively searching for
a wedding dress (4) with an interest in fashion (5) in the top 10% of income (6) within the greater
Denver area. What is a major downside of this targeting?
The audience will be so small that the ads are not likely to generate a large volume
It is unethical to use income as a targeting method
Some of those targeting methods cannot be combined on Google’s ad network
Demographics like gender and age cannot be used to target ads
An advertiser bids $10 CPM, achieves a 1% CTR and achieves a 5% conversion rate. What would an
equivalent CPA bid for this advertiser be?
$100
