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Exam 6: Search, Semantic, and Recommendation Technology

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Question 51

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The first step to creating a PPC advertising campaign on SEs is to select keywords associated with the campaign

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Question 52

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The campaign's overall financial effectiveness is evaluated with ________.

A) Click through rates
B) Cost of customer acquisition
C) Keyword conversion
D) Return on advertising spend

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Question 53

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Elements of the webpage that can be directly controlled by the publisher or webpage creator are called ___________________ factors.

Keyword conversion rates are important metrics because they indicate the likelihood that using a particular keyword will result in visitors converting to buyers.

To calculate CoCA for a PPC campaign,you divide the total budget of the campaign by the number of customers who clicked the backlink.

.________ search listings are a form of advertising and are purchased from search engine companies.

Low ________and long dwell times on a Web site correlate with high content quality.

Companies use Web analytics programs like Google Analytics in order to determine all of the following except ________.

The most popular commercial search engines,Google and Bing,are based on ________ technology.

Because businesses compete for people's attention,they have a vested interest in maintaining a high degree of visibility on search engine results pages.

Newer enterprise search tools claim to be able to work with unstructured data.Which of the following is not an example of unstructured data?

By themselves,________ do not measure the financial performance of an ad campaign.But they are useful for evaluating many of the decisions that go into a campaign,such as keyword selection and ad copy.

Pinterest allows users to save and share images they find online,building their own collections.This type of site is populated through a _________________ search.

________ attempt to anticipate information that a user might be interested in or respond to.

List three search technologies that impact business.Briefly explain the function of each.

Organic search results are determined by how much a company is willing to pay to have its site listed in response to a search on particular key words.

Pandora's recommendation system is based on the Music Genome Project.This system provides Pandora with ________ because of their ability to offer superior recommendations to their customers.

Defenders of the search engine companies argue that since the paid ads make it possible for everyone to use search services for free,the preferential page placement is justified.

Because modern search engines use proprietary technology in the race to stay ahead of competitors,it is not possible to tell exactly how they decide what websites will appear in a SERP.

Because businesses compete for our attention,they have a vested interest in maintaining a high degree of visibility on _________.