Exam 15: Google in Three Parts: Search, Online Advertising, and Beyond

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A) It refers to a massive network of computer servers running software to coordinate their collective use.
B) It refers to a group of surreptitiously infiltrated computers linked and controlled remotely.
C) It refers to a closed network or single set of services controlled by one dominant firm.
D) It refers to a network of users with distinct IP addresses, engaged in click fraud.
E) It refers to a tracking cookie used to identify users and record behavior across multiple Web sites.

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A) It refers to the Internet directory service that allows devices and services to be named and discoverable.
B) It refers to the process of improving a page's organic search results.
C) It refers to Internet content that can't be indexed by Google and other search engines.
D) It refers to a temporary storage space used to speed computing tasks.
E) It refers to software that traverses available Web links in an attempt to perform a given task.

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A) The minimum cost-per-click an advertiser is willing to pay
B) Ratio of graphical content to text content in the ad
C) An advertisement's quality score
D) Relevance of keywords to Web site content
E) Number of keywords that trigger an ad

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A) It refers to a program (typically a marketing effort) that requires customer consent.
B) It refers to a program that enrolls all customers by default, but that allows consumers to discontinue participation if they want to.
C) It refers to the generation of bogus clicks, either for financial gain or to attack rivals by draining their online ad budget.
D) It refers to a small computer program that extends the feature set or capabilities of another application.
E) It refers to recruiting a network of users with the goal of spreading IP addresses across several systems.

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The results of a search (or query) perfo...

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A) licensing
B) advertising
C) registration charges
D) product sales
E) user fees

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A) It refers to a program-typically a marketing effort-that requires customer consent.
B) It refers to a program that enrolls all customers by default, but that allows consumers to discontinue participation if they want to.
C) It refers to the generation of bogus clicks, either for financial gain or to attack rivals by draining their online ad budget.
D) It refers to a small computer program that extends the feature set or capabilities of another application.
E) It refers to recruiting a network of users with the goal of spreading IP addresses across several systems.

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Organic / ...

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A) It refers to a program that requires customer consent in the form of a click.
B) It refers to a program that enrolls all customers by default, but that allows consumers to discontinue participation with the help of a click.
C) It refers to the generation of bogus clicks, either for financial gain or to attack rivals by draining their online ad budget.
D) It refers to a small computer program that extends the feature set or capabilities of another application.
E) It refers to recruiting a network of users with the goal of spreading IP addresses across several systems and making a fraud effort more difficult to detect.

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A) site that wraps data in invisible tags that can be recognized by search engines to accurately categorize, compare, and present user information.
B) group of surreptitiously infiltrated computers linked and controlled remotely.
C) closed network or single set of services controlled by one dominant firm.
D) network of users with distinct IP addresses, engaged in click fraud.
E) tracking cookie used to identify users and record behavior across multiple Web sites.

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A) Clicks that fit standard surfing patterns for geography
B) Clicks that fit the standard surfing patterns for time
C) A low number of clicks originating from a certain country
D) Too many visits to a new, obscure site
E) Uniform click-through rates across comparable sites

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A) Advertisers get incremental ten percent discounts on their original CPC for every thousand clicks.
B) Advertisers pay the average CPC of those ads that are ranked below their ads.
C) Advertisers pay only ninety percent of their original CPC rate for every thousand clicks.
D) Advertisers pay one cent more than the minimum needed to retain an ad's position on a page.
E) Advertisers pay the equivalent of the CPC bid by the worst performing ads, taken in a reverse sequence.

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