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Exam 18: Google in Three Parts: Search, Online Advertising, and an Alphabet of Opportunity

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Question 31

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Which of the following efforts by Google is aimed at encouraging increased smartphone access worldwide?

A) Tie-up with Facebook to offer search capabilities across social networks
B) The five-year deal with Verizon Wireless to be its preferred search engine
C) Collaboration with Microsoft to offer Office software over the Web
D) Introduction of interest-based ads
E) Giving the Android OS to mobile phone manufacturers for free

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Question 32

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_____ refers to the practice of designing, running and optimizing search engine ad campaigns.

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Question 33

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What are the steps taken by Google to demonstrate its sensitivity to privacy issues?

Which of the following parameters significantly influences the rank of a Web page in Google's search results?

Much of the technology used by Google consists of components such as microprocessors and hard drives that might be found in conventional home computers.

Google assumes individual components that make up the servers in its server farms will regularly fail, but no single failure should interrupt the firm's operations. By doing so, Google can ensure its network is:

Advertisers pay ad partners for _______________ whenever a user responds to an ad by performing a specified activity such as signing up for a service, requesting material, or making a purchase.

Even if an advertiser is wiling to pay the highest cost-per-click rate, it still may not appear at the top of ads listed alongside Google search results.

JCPenny was one of Google's largest advertisers, spending millions a month in ads, yet Google punished the firm in search rankings when it detected that Penny violated Google's policies on gaming search results.

The _____ is a nonprofit industry trade group for the interactive advertising industry, which evaluates and recommends interactive advertising standards and practices and also conducts research, education, and legislative lobbying.

The process of computers identifying a user's physical location for the purpose of delivering tailored ads or other content is called _____.

CPM is cost per million impressions.

The _____ measures the percentage of people who clicked on an ad to arrive at a destination-site.

Interstitials refer to:

Horizontally oriented banners and vertically oriented "skyscraper" ads are typically examples of:

The Web site displayed when a user clicks on an ad is called the:

Microsoft has struggled to achieve profits over the last decade, despite the firm's substantial stock price increase over this period.

A(n) _____ is a search performed on Google or any other search engine.

A(n) _____ is a value used to identify a device that is connected to the Internet.

Google's largest source of income is allowing any organization to pay for higher placement in search engine query results.