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Technology In Organisations > Lecture 13 SEO, SEA & Google Analytics > Flashcards

Lecture 13 SEO, SEA & Google Analytics Flashcards

1
Q

An eCommerce store has a goal of selling more sneakers. Which of these IS NOT a value of using Google Analytics 4 for the business?

A

Optimize the website for search engines

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2
Q

In Google Analytics, what best defines a session?

A

A group of user interactions within your website or app that take place within a given time frame.

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3
Q

Below are two statements:
I. Where website visitors come from is part of the acquisition reports
II. Which pages receive most traffic is part of the engagement reports

A

Both I. and II. are true.

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4
Q

Which of these exploration techniques helps you visualize the steps how visitors move from one step to another on a website, like in a checkout process?

A

Funnel exploration

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5
Q

How are conversions, events that measure actions that are important to the success of your business, called in Google Analytics?

A

Key events

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6
Q

In Google Analytics, a group of your users who share the same attributes is called…

A

An audience

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7
Q

To get insights into the organic search queries that are leading users to your website, you can connect Analytics with which platform?

A

Search Console

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8
Q

To understand how many users are coming from various devices, like desktops or mobile phones, you run a report that shows this data, per device, over the past 30 days. In this report, what is device type?

A

A dimension

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9
Q

To understand how many users are coming from various devices, like computers or mobile phones, you run a report that shows this data, per device, over the past 30 days. In this report, which of these is considered a “metric” in Google Analytics?

A

How many users were on mobile phones

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10
Q

Which of these sections of Google Analytics Reports provides insights into where users are coming from (e.g., social media) before visiting your website?

A

Acquisition

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11
Q

In Google Analytics, data about geographical location and device being used is part of…

A

User properties

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12
Q

You are in your Google Analytics property’s Explore section. What exploration technique should you use in order to customize metrics and dimensions in a table format?

A

Free form

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13
Q

When you target an ad to a specific audience that has already visited your site but has not yet bought something, this is called…

A

Retargeting

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14
Q

If a person adds a product to a shopping basket but then leaves the website, which of the following tactics is most likely to encourage that person to return and purchase the product?

A

Retargeting with a display ad that has a discount coupon

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15
Q

In email campaigns, what is a bounce rate?

A

The percentage of emails that could not be delivered to subscribers and were sent back

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16
Q

In email campaigns, what is the open rate?

A

The ratio of people who’ve actively opened the email vs. the total number of people who received it

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17
Q

If you own a film blog, which type of customer can you expect to reach with display advertising?

A

People who haven’t read your blog before but are interested in your subject

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18
Q

Ads that are shown on websites that you visit are called…

A

Display ads

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19
Q

In using SEA, when you want your ads to only appear in Google search results, you use the…

A

Search network

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20
Q

What would be the best advertising header for a search ad?

A

Cardiff wedding photographer – 25% discount

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21
Q

In the following scenario of a bid for a search ad, who would win the action

A

A bid of EUR 4,- and a quality score of 8:
Ad Rank = 4 × 8 = 32

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22
Q

In Google Analytics, the total number of times an event was triggered is a …

A

Metric

23
Q

Which of the factors below is NOT central in selecting keywords for search ads

A

Conversion

24
Q

What should your search ad have in order to promote more clicks?

A

A call to action

25
Q

Whether you win an auction in Google Ads is determined mostly by…

A

Your bid and your quality score

26
Q

What are ‘negative keywords’ in the context of setting up a search engine marketing campaign?

A

Keywords that prevent ads from appearing when people search for them

27
Q

Fill in the blank: If you use __________ keywords when building your search ads, minor variations, like plurals, can still trigger the ad.

A

Exact Match (the strictest match type

28
Q

What best defines a ‘Conversion’ in SEA?

A

When a user performs a specific predefined action after clicking an ad

29
Q

In Google Ads, what is a landing page?

A

The page on which you land after clicking the link in an ad

30
Q

In search engine advertising, CPC stands for…

A

Cost per Click

31
Q

When does Google Ads conduct an ad auction?

A

Every time someone does a search and Google Ads can display relevant ads

32
Q

In the ad you see here, what are the elements in the circled area called…

A

Sitelinks

33
Q

Search engines crawl the Internet to discover content, like web pages, images and videos. This is also called…

A

Spidering

34
Q

Seth is opening a coffee shop and is looking to attract new customers. Take a look at the list of benefits Seth sees in using search engines. One statement is NOT true. Which one?

A

Customers will see advertisements for Seth’s business whenever they use a search engine

35
Q

The word or phrase you type in a search bar when searching is called a…

A

Query

36
Q

Several mediums that deliver users to a site were discussed in the video lectures. What is meant by organic?

A

Traffic that arrived on your site through unpaid search like a non-paid Google Search result

37
Q

What is the best definition of Search Engine Optimization?

A

Making improvements to your website to help it appear in the organic results

38
Q

Which of the following can help a search engine understand what your page is about?

A

The title tag

39
Q

The title and meta tags are important for your website because

A

They are used to generate search results in search engines

40
Q

In which Google Analytics section would you find advanced analysis techniques to help you uncover deep insights about how users are engaging with your website or app?

A

Explore

41
Q

Eric Blake sells the produce from his farm online. He wants to optimize the page that sells fruit and vegetables, so he’s looking into titles and meta tags, headings, and improving his copy. Which of the following would be the best meta description?

A

Fresh fruit and vegetables grown locally and delivered straight to your door

42
Q

A link from another website to your website is called a…

A

Backlink

43
Q

Which of the following is a good strategy to optimize SEO for local businesses? That is, which of following increase the chance that your website shows up in local search results?

A

All of the answers are correct

44
Q

Which of the following can help you gain visibility in search engines? Group of answer choice

A

Adding relevant content that highlights the location of your business

45
Q

Which are the three most important things you should consider when choosing the keywords for your SEO plan?

A

Frequency, Competition, Relevance

46
Q

What is the best definition of engagement in an SEO context?

A

Persuading people to interact with the content on your site

47
Q

Which of the following would be an ideal goal for an SEO plan?

A

Increasing how many relevant people visit your website

48
Q

The number of times your business appears in a search result is called…

A

Impressions

49
Q

What is called the ‘long tail’ of keywords in SEO & SEA?

A

The long tail refers to those keywords that are used less often in searches but have a higher chance of conversion

50
Q

In the report below, which of the following is a dimension?

A

Country

51
Q

In the image below, the area within the red circle is called a…

A

Knowledge Graph Card

52
Q

Which of the following is NOT an example of conversion?

A

When a user is directed to your site via an ad

53
Q

Which of the following best represents the hierarchical structure of a Google Analytics account from top to bottom?

A

Account > Property > Data Stream

54
Q

What best defines a landing page in Google Analytics?

A

The page where the user of your website first arrives

Technology In Organisations (14 decks)

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