Midterm Exam Flashcards
What is a cookie? Give 2 examples of how they are used.
Cookie - piece of code placed on a website
Used for: retargeting ads, dynamic content, analytics
What’s the difference between HTML and PHP?
HTML - static, client side
PHP - dynamic, server side
What are the 3 types of traffic?
Direct
Referral
Search
How does a media website measure engagement?
Video views, page views
What are some drawbacks of list-based search engines?
Maintained manually - expensive
You can’t do very niche categories
What determines ranking on google?
Quality
Relevance
What is the Penguin update?
Websites were penalized for over optimized anchor text, or backlinks using words optimized for their website.
What is the Panda update?
Google penalized websites with duplicate content Penalized for a heavy ad footprint Penalized websites with little content Penalized poor grammar Outbound links received good credit
What is the Pigeon update?
Improved local search results on Google
What is the Hummingbird update?
An algorithm replacement to show faster, more accurate search results.
What is Googles RankBrain?
Helps determines a webpages ranking using artificial intelligence.
Effective search ads have what 3 elements?
- Relevent keywords
- Call to action
- Unique value proposition
What is second-price auction?
Highest bidder doesn’t pay what he bids, but he pays one penny more than the bidder below him bids.
Keyword Matching Types on Google
[necktie] exact match "necktie" phrase match \+necktie modified broad necktie broad -necktie negative
What are the 4 targeting methods for display ads?
Topic
Interest
Placement
Keyword
