8) The percentage of impressions that yield a click is the Select one:

a. conversions

b. conversion ratio

c. CTR

d. CPC

9) If an advertiser bids $4.75 CPM and another advertiser bids $0.50 per CPC with a click rate of 1%, the display network would award the ad space to Select one:

a. the CPM bidder because the network would earn $4.75 versus only 50 cents with the CPC bidder

b. the CPM bidder since the network has no idea how many click throughs the CPM bidder will get

c. the CPC bidder because the 1% click through rate would produce $5.00 over 1,000 impressions

d. the CPC bidder because the $0.50 per click rate would produce an income of $50.00 versus only $4.75 for the CPM bidder

10) An effective display ad must do all of the following, except Select one:

a. communicate a value proposition

b. attract attention

c. invite action

d. be matched with a keyword phrase

11) To ensure consistency between a display ad and its landing page, both the ad and landing page should have all of the following, except Select one:

a. use a similar color scheme

b. use similar calls to action

c. highlight the same value propositions

d. use the same keywords

12) If an advertiser uses keyword targeting, the ad will appear on webpages that Select one:

a. have a high Quality Score and high ad relevancy

b. a searcher accesses from conducting a search using that keyword

c. use the selected keyword

d. match the keyword and ad topic