Chapter 18

Question 1

Push advertising

Answer 1

Pay for ad spot regardless of audience

Hard to measure performance of the ad campaign

Question 2

Pull advertising

Answer 2

Show relevant ads to consumers who are actively/intentionally searching for relevant terms
More efficient matching between consumers and advertisers

Question 3

Complete or incomplete info about webpages discovered

Answer 3

Web index

Question 4

Golden triangle

Answer 4

Area where online shoppers mostly focus

Question 5

Parts of a google search algorithm (3)

Answer 5

Panda - quality of content
Penguin - quality of links
Hummingbird - semantic search - attempts to understand intent behind query and contextual meaning of terms

Question 6

Google hummingbird

Answer 6

Latest iteration of google search algorithm
Determine SERP position
Attempts to understand intent behind query and contextual meaning of terms - semantic search

Question 7

Website operators generate bogus ad clicks or page views to earn ad revenue from the search engine

Answer 7

Enriching click/impression fraud

Question 8

Clicking or loading a rivals ads to exhaust their advertising budget

Answer 8

Depleting click/impression fraud

Question 9

Repeatedly search rival’s keywords without clicking to lower its CTR and thus quality score

Answer 9

Rank-based impression fraud

Question 10

Farming inbound links

Answer 10

Link fraud

Question 11

Use unrelated keywords to attract traffic

Answer 11

Keyword stuffing

Question 12

Frame a rival as if they are committing ad click/impression fraud

Answer 12

Disbarring fraud

Question 13

Generate fake followers, likes, retweets, shares, etc.

Answer 13

Social influence fraud

Question 14

Interstitials

Answer 14

Ads inserted between pieces of content

• broadcast media
• internet or mobile apps