Digital Advertising Ultimate Trivia Quiz!

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| By Ingrid Sanders
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Ingrid Sanders
Community Contributor
Quizzes Created: 18 | Total Attempts: 10,211
Questions: 16 | Attempts: 443

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Digital Advertising Ultimate Trivia Quiz! - Quiz

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Questions and Answers
  • 1. 

    In Google Paid Search, where your ad appears on the page is based on two things:  How much you pay, and ______________.

    • A.

      How often you run the ad

    • B.

      Your quality score

    • C.

      Your company's revenue

    • D.

      How often your ad is clicked

    Correct Answer
    B. Your quality score
    Explanation
    It’s your quality score that, along with your bid, determines the placement of your ad. Quality score, Google’s score that determines how relevant your ad is to your keyword, is important.

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  • 2. 

    The Click-through rate is the ultimate indicator of whether ads are working or not.

    • A.

      True

    • B.

      False

    Correct Answer
    B. False
    Explanation
    False. Click-through rate is a quick, immediate indicator, but the better indicators are conversion rate and cost per conversion as the ultimate deciding factors.

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  • 3. 

    Keywords in Paid Search should be as broad as possible in order to capture the most clicks.

    • A.

      True

    • B.

      False

    Correct Answer
    B. False
    Explanation
    False. Keywords should be as specific as possible. You pay each time your ad is clicked, so you don’t want simply the most clicks, but the most qualified clicks.

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  • 4. 

    When multiple sites are compensated for sending traffic or sales back and forth, it’s called ________ marketing.

    • A.

      Network

    • B.

      Affiliate

    • C.

      Reciprocity

    • D.

      All of the Above

    Correct Answer
    B. Affiliate
    Explanation
    It’s called Affiliate Marketing, and it’s a common practice. But be careful about choosing your affiliates, as some are notorious for spamming, sending unwanted email.

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  • 5. 

    Paid search, a form of Display Advertising, is typically paid for based on ___________.

    • A.

      Click-throughs – The number of people who click the ad and go through to your website.

    • B.

      Click-through percentage – The number of people who click the ad, divided by the number of people who see the ad.

    • C.

      Impressions – The number of people who see your ad

    • D.

      Typically, it’s a mix of all three that determine the price of display advertising.

    Correct Answer
    A. Click-throughs – The number of people who click the ad and go through to your website.
    Explanation
    Typically, paid search is paid based on the click-throughs, the number of people who click the ad and go through to your website or landing page.

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  • 6. 

    In general, the worldwide community of affiliates is:

    • A.

      Shadowy. It’s difficult to find affiliates.

    • B.

      Tight-knit. Affiliates tend to know each other.

    • C.

      Not a community at all. Affiliates are generally individuals who do not know each other.

    Correct Answer
    B. Tight-knit. Affiliates tend to know each other.
    Explanation
    Even though they may not reside in locations near each other, the worldwide
    community of affiliates is fairly tight-knit. So once you find one, it’s very likely that you’ll be able to find many others.

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  • 7. 

    Which of the following best describes a basic Paid Search account setup?

    • A.

      The account is composed of Keywords, which are divided into both Campaigns and AdGroups.

    • B.

      The account consists of Ad Groups, which consist of Keywords, which each contain one or more Campaigns.

    • C.

      The account consists of Campaigns, which consist of AdGroups, which contain Keywords.

    • D.

      The account consists of AdGroups, which consist of Campaigns, which contain Keywords.

    Correct Answer
    C. The account consists of Campaigns, which consist of AdGroups, which contain Keywords.
    Explanation
    An account consists of campaigns, which each have one or more AdGroups associated with it. These AdGroups contain keywords.

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  • 8. 

    What is remarketing, as it pertains to display advertising?

    • A.

      A display network setting that allows you to market to ONLY those searchers who have already visited your web site.

    • B.

      A display network setting that allows you to market to the same person multiple times.

    • C.

      A display network setting that allows you to market to ONLY those searchers who have made a purchase from your company.

    • D.

      All of the Above

    Correct Answer
    A. A display network setting that allows you to market to ONLY those searchers who have already visited your web site.
    Explanation
    Remarketing, marketing only to those who have viewed your website previously, can be very valuable in that the searcher not only has confirmed intent to purchase, but is already familiar with your brand. These remarketing ads tend to have higher click-through rates, so definitely take advantage of this setting.

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  • 9. 

    A PPC Ad consists of a headline, 2 description lines, and a website’s url address.  True or False:  The web address url must display the exact link that a user is sent to if the user clicks the ad.

    • A.

      True

    • B.

      False

    Correct Answer
    B. False
    Explanation
    That’s false. The display url can be your website’s homepage even if a click results in the user being sent to a landing page within your website. The rule is that the link has to show what website, but not exactly what page within the website.

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  • 10. 

    Within the display network, if your ad contains a video, it is advisable to select the setting that allows the video to play automatically when the ad appears.

    • A.

      True

    • B.

      False

    Correct Answer
    B. False
    Explanation
    False. No such setting exists, as this is not allowed. Users must click a video for it to play. So your opening image needs to be one that entices the user to play your video.

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  • 11. 

    A “Backlink”, or an inbound link, is a list of all links to a certain website.  Whose backlinks should you look at when you’re beginning an affiliate marketing program?

    • A.

      Facebook's

    • B.

      Any coupon company's or other such affiliates'

    • C.

      All of your competitors

    • D.

      Only your competitors’ who have affiliate marketing programs

    Correct Answer
    D. Only your competitors’ who have affiliate marketing programs
    Explanation
    You should look at the backlinks of any competitor of yours that you know has an affiliate marketing program. If you’re just looking at any competitor’s backlinks, you’re performing an SEO function. But finding out which affiliates are linking to (i.e. affiliates for) your competitors, can help you recruit (or even steal) them as affiliates of your own. To find a website’s backlinks, simply Google “Link: www.yourcompetitorswebsite.com”.

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  • 12. 

    Basic Google Ad Setting.  Which should you choose under the heading of “Ad Rotation”?

    • A.

      Optimize: Show better performing ads more often

    • B.

      Rotate: Show ads more evenly

    Correct Answer
    B. Rotate: Show ads more evenly
    Explanation
    Rotate, don’t optimize. When you choose “optimize”, Google shows the ad with the highest click-through rate more often, but those may not be the same as the ones with the greatest purchase amount. Click-through is not the ultimate goal, revenue is. So rotate the ads until you’re able to compile your own research showing which ads lead to better results.

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  • 13. 

    When considering ads on the search network versus ads on the display network, which network’s ad should be more overtly enticing and targeted toward a buyer in an early stage of the buying process?

    • A.

      An ad for the search network

    • B.

      An ad for the display network

    • C.

      Both ads should be roughly the same

    Correct Answer
    B. An ad for the display network
    Explanation
    It’s important that ads for the display network are more overtly enticing, as users only see these ads when they’re browsing about something else. So you have to overtly attract their attention and understand that they may not even be looking for your product or service. Users that see ads on the search network are already searching for something and are more likely to have heard of your product or service, so these ads can be targeted toward a later stage in the buying process.

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  • 14. 

    Quality score, the Google measurement used by Google to set your rates as well as your ad position, is scored on a scale of 1-10.  ______ is considered a neutral score, so if your score is above this number, it’s good, and if it’s below this number, it could hurt you.

    • A.

      5

    • B.

      6

    • C.

      7

    • D.

      8

    Correct Answer
    C. 7
    Explanation
    7 is the neutral score.

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  • 15. 

    Ad extensions, Google AdWords settings that allow you to add certain information to your standard 3 or 4-line PPC Ad, include such options as ________________.

    • A.

      Location extensions, an additional line showing the business’ physical address

    • B.

      Sitelink extensions, up to 10 additional links to designated pages within your website

    • C.

      Product extensions, which show images of and links to specific products

    • D.

      Phone number extensions, which allow mobile users to click-to-call

    • E.

      All of the Above are possible options as Ad extensions

    Correct Answer
    E. All of the Above are possible options as Ad extensions
    Explanation
    These are all possibilities for what Ad extensions you can use. In general, these Ad extensions help, so use them.

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  • 16. 

    The leading affiliate marketing online forum has existed for over a decade and boasts over 65,000 members.  What is it?

    • A.

      BestAffiliate.com

    • B.

      BestWeb.com

    • C.

      ABestWeb.com

    • D.

      WebAffiliate.com

    Correct Answer
    C. ABestWeb.com
    Explanation
    The most popular affiliate forum is ABestWeb.com, worth a look if you have the budget. It costs around $75 per posting, or $2500 to purchase your own sub-forum, where you can post as often as you like.

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