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MGT 6311 GATECH MIDTERM EXAM
2025 BRAND NEW ACTUAL EXAM
WITH ANSWERS.
Conversion rate - correct answer -The number of conversions
divided by the number of visitors, expressed as a percentage.
Key phrase - correct answer -Two or more words that are
combined to form a search query, often referred to as keywords
Keyword - correct answer -A word found in a search query
Quality score - correct answer -Measure to indicate how relevant
a keyword is to an ad text and to a user's search query. This is
impacted by keywords, ad copy, landing page, and CTR.
Dynamic keyword insertion - correct answer -Takes the keyword
in your campaign that matches with the user search query and
inserts it into the ad automatically
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Ad extensions - correct answer -Location extensions, call
extensions (phone), app, review, sitelink, callout, consumer rating,
previous visits, dynamic structured snipper, seller rating
Adwords account structure - correct answer -Account > campaign
(vineyard) > ad group (wine varietal, special offers, locations)
Planning/setting up paid search campaign - correct answer -
Define business goal, define KPIs, establish budget, conduct
keyword research, create ads (think about buyer journey here
too), launch campaign by placing bids, measure and analyze
results test and optimize
BEP (breakeven point analysis) - correct answer -CPC/conversion
rate --> $ needed to achieve a sale
Profit margin per sale = profit margin % * avg sale value
BEP CPC for avg sale aka avg profit/sale = profit margin *
conversion rate (i.e. spending this amount of money would
generate a $0 return),
BEP CPC for LTV = conversion rate * profit margin
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Backlink - correct answer -All the links from pages on external
domains pointing to pages on your own domain. Each link from an
external domain to a specific page is known as an
inbound/backlink. The number of backlinks influences your
ranking, so the more backlinks the better, get
linking!
Quality: help with the authority of your website (make you look
more legit)
Keyword targeted anchor text
Lots of links from lots of different websites versus from one
Great content drives the likelihood of backlinks
SEO signals - correct answer -Popularity, authority, relevance,
trust, importance
on-page optimization - correct answer -Making changes to the
HTML code, content and structure of website, making more
accessible for search engines and by extension for users to find
off-page optimization - correct answer -focused on building links
tot he website and covers activities like social media and digital
PR
MGT 6311 GATECH MIDTERM EXAM
2025 BRAND NEW ACTUAL EXAM
WITH ANSWERS.
Conversion rate - correct answer -The number of conversions
divided by the number of visitors, expressed as a percentage.
Key phrase - correct answer -Two or more words that are
combined to form a search query, often referred to as keywords
Keyword - correct answer -A word found in a search query
Quality score - correct answer -Measure to indicate how relevant
a keyword is to an ad text and to a user's search query. This is
impacted by keywords, ad copy, landing page, and CTR.
Dynamic keyword insertion - correct answer -Takes the keyword
in your campaign that matches with the user search query and
inserts it into the ad automatically
, Page | 2
Ad extensions - correct answer -Location extensions, call
extensions (phone), app, review, sitelink, callout, consumer rating,
previous visits, dynamic structured snipper, seller rating
Adwords account structure - correct answer -Account > campaign
(vineyard) > ad group (wine varietal, special offers, locations)
Planning/setting up paid search campaign - correct answer -
Define business goal, define KPIs, establish budget, conduct
keyword research, create ads (think about buyer journey here
too), launch campaign by placing bids, measure and analyze
results test and optimize
BEP (breakeven point analysis) - correct answer -CPC/conversion
rate --> $ needed to achieve a sale
Profit margin per sale = profit margin % * avg sale value
BEP CPC for avg sale aka avg profit/sale = profit margin *
conversion rate (i.e. spending this amount of money would
generate a $0 return),
BEP CPC for LTV = conversion rate * profit margin
, Page | 3
Backlink - correct answer -All the links from pages on external
domains pointing to pages on your own domain. Each link from an
external domain to a specific page is known as an
inbound/backlink. The number of backlinks influences your
ranking, so the more backlinks the better, get
linking!
Quality: help with the authority of your website (make you look
more legit)
Keyword targeted anchor text
Lots of links from lots of different websites versus from one
Great content drives the likelihood of backlinks
SEO signals - correct answer -Popularity, authority, relevance,
trust, importance
on-page optimization - correct answer -Making changes to the
HTML code, content and structure of website, making more
accessible for search engines and by extension for users to find
off-page optimization - correct answer -focused on building links
tot he website and covers activities like social media and digital
PR
