An apparel business sends out two emails to part of their email list. Email 1 is sent out to 4,000 of their signed-up customers. Of which 400 emails are opened. 200 of those consumers further click on some part of the email. Of those 200 customers, 40 make a purchase. Email 2 is sent out to 8,000 of their signed-up customers. Of which 1200 emails were opened. 800 of those consumers further click on some part of the email. Of those 800 customers, 160 make a purchase. If you were optimizing for conversion rate, which would be the winner email? And what are the conversion rates for both the emails. Conversion rate for Email 1 is 1% and Conversion rate for Email 2 is 2%. Email 2 is a winner. Conversion rate for Email 1 is 5% and Conversion rate for Email 2 is 10%. Email 2 is a winner Conversion rate for Email 1 is 10% and Conversion rate for Email 2 is 15%. Email 2 is a winner. Conversion rate for Email 1 is 20% and Conversion rate for Email 2 is 20%. Both emails are equivalent. Conversion rate for Email 1 is 5% and Conversion rate for Email 2 is 5%. Both emails are equivalent. Question 12 (5 points) An apparel business sends out two emails to part of their email list. Email 1 is sent out to 4,000 of their signed-up customers. Of which 400 emails are opened. 200 of those consumers further click on some part of the email. Of those 200 customers, 40 make a purchase. Email 2 is sent out to 8,000 of their signed-up customers. Of which 1200 emails were opened. 800 of those consumers further click on some part of the email. Of those 800 customers, 160 make a purchase. If you were optimizing for open rate, which would be the winner email? And what are the open rates for both the emails. Open rate for Email 1 is 1% and open rate for Email 2 is 2%. Email 2 is a winner. Open rate for Email 1 is 5% and open rate for Email 2 is 10%. Email 2 is a winner. Open rate for Email 1 is 10% and open rate for Email 2 is 10%. Both emails are equivalent. Open rate for Email 1 is 10% and open rate for Email 2 is 15%. Email 2 is a winner. An apparel firm that sells everyday tee-shirts and pants wants to get customers to subscribe to their emails. The business does not have to invest much sales effort in onboarding customers, or explaining to them the benefits of the products. As such, the business wants to get leads from all possible customers - including those that may be window shopping, or casually checking out products. So, while trying to get leads to sign-up for emails, which of these forms will you want to use? A sign-up form that asks them their email address, and how serious they're about shopping at the apparel firm. A sign-up form that only asks them their email address. A sign-up form that asks them their email address, and also a lot of other supplemental information that allows you to segment the consumer, or assess their potential. A sign-up form that asks them their email address, and at least enough supplemental pieces of information, to dissuade any less serious customers from signing up. Question 10 (5 points) What all can A/B test help you accomplish? A) Determine the best subject lines for emails B) Optimize your website design C) Choose the best design for display ads D) Become more effective at on-site SEO, and keyword targeting Only A Only B Only D Only A and B Only C and D Only A, B, and C Only B, C, and D All the options (i.e., A, B, C, and D) Question 9 (5 points) An apparel business sends out two emails to part of their email list. Email 1 is sent out to 4,000 of their signed-up customers. Of which 400 emails are opened. 200 of those consumers further click on some part of the email. Of those 200 customers, 40 make a purchase. Email 2 is sent out to 8,000 of their signed-up customers. Of which 1200 emails were opened. 800 of those consumers further click on some part of the email. Of those 800 customers, 160 make a purchase. If you were optimizing for click-through rate, which would be the winner email? And what are the open rates for both the emails. Click Through Rate for Email 1 is 5% and Click Through Rate for Email 2 is 10%. Email 2 is a winner Click Through Rate for Email 1 is 10% and Click Through Rate for Email 2 is 10%. Both emails are equivalent. Click Through Rate for Email 1 is 10% and Click Through Rate for Email 2 is 15%. Email 2 is a winner. Click Through Rate for Email 1 is 20% and Click Through Rate for Email 2 is O 20%. Both emails are equivalent. Click Through Rate for Email 1 is 1% and Click Through Rate for Email 2 is 2%. Email 2 is a winner Question 7 (10 points) How does posting on social media benefit a business's Search Engine Rankings, for their website (i.e., SEO)? Choose all the statements that answer the question, from the list below. Select 2 correct answerts) The posts directly help the rankings, because more follows on the social media page, or higher engagement for social media posts, increases rankings. The posts indirectly, help the rankings, by raising the awareness about what the business is doing (e.g., their new products, etc.) among potential strategic partners, who might at a later time link to the website. That will increases the total backlinks to websites. The posts have no (or very little) impact on Search Engine Rankings. The posts directly help the rankings, because each posts contains links to the website. This increases the total backlinks to websites. The posts indirectly help the rankings, by telling search engines 'what keywords or queries' to rank the website for. Question 5 (5 points) Algorithms for all Social Media websites have a different rank for different formats. In light of that, which of the following statements is correct: Instagram ranks videos higher than images Facebook ranks video higher than images Twitter ranks text higher than images. Instagram ranks images higher than videos Facebook ranks images higher than texts Match the following social media ad types with their descriptions: Are Facebook ads that play transitioning images set to music Are twitter features that allow businesses to ad more information - typically in a multimedia format - to go along with tweets (either promoted, or regular) 1. Carousel Ad Are Facebook ads that show multiple product images that consumers can scroll through 2. Promoted Trends 3. Instant Experience or Canvas Ads Are Facebook ads for which the landing page is housed within the Facebook platform 4. Bumper Ads 5. Slideshow ad Semi-transparent YouTube ads that occupy the bottom 20% of the video-playing screen. 6. Overlay Ads 7. Cards 8. Collection ad Are Facebook ads that show a video and four images underneath that video. YouTube ads that must be watched for up to 6 seconds before the video can be played Are Twitter ads that show Question 24 (10 points) To run a successful paid search campaign, you have to do 3 things: 1) Select the right keywords 2) Create a good ad copy 3) Create a good landing page corresponding with that ad copy Each of these 3 activities has different benefits. Match the activity with the right benefit: Increases the conversion rate 1. Selecting the right keywords Increases the number of clicks, and thus, brings in a higher traffic to the website 2. Creating a good ad copy 3. Creating a good landing page corresponding for that ad Generates higher impressions Keywords are words or phrases that are used to match ads with the terms people are searching for. The keyword match types dictate how closely the keyword needs to match with the user's search query in order for the ad to be considered for the auction. What keyword-match-types will the advertiser use in each of the following scenarios? Hint: https://support.google.com/google-ads/answer/7478529?hlen 1. An advertiser wants to show ads to users searching for 'hiking shoes! She wants her ad to show for searches that are similar in meaning to hiking shoes, even if they don't contain the exact keywords. E.g. the ad should show up for footwear for outdoor activities. Which keywords will accomplish this? 2. An advertiser wants to show ads to users searching for hiking shoes! She wants her ad to show for searches that mean the same as "hiking shoes!. For example, the ad should show up for 'shoes for hiking! Which keywords will accomplish this? Exact Match Negative Keywords ODODD Phrase Match 3. An advertiser wants to show ads to users searching for "hiking shoes! She wants her ad to show only for searches who use thiking shoes' or a very close variant (e.g., hiking shoe). Which keywords will accomplish this? Broad Modifier Match Broad Match 4. An advertiser wants to show ads to users searching for hiking shoes! She doesn't want her ad to show up show for searches such as, 'dress shoes! Which keywords will accomplish this? 5. An advertiser wants to show ads to users searching for hiking shoes: She wants her ad to show only for searches who use "hiking' or a close variant, but she wants to allow for broader matching to 'shoes'. Which keywords will accomplish this? Question 20 (10 points) Match the following concepts from the chapter 'Display Advertising' - with their respective definitions. Ads that are placed on web pages based on the content of those pages. For example, this could be ads for running shoes placed on a news article about running, or it could be ads for laptops placed on a tech ecommerce site. An advertising solution that generates personalized advertisements based on a user's past engagement, such as the products a user has looked at items left in their shopping cart geographical location, and even past purchases. 1. Obtrusive Ads 2. Context Matching Ads 3. Dynamic Retargeting 4. Affinity Audience A method of targeting audience that is already researching a potential purchase, in the market, for the advertised product category 5. In Market Audience Are type of display ads such as pop ups, or full page ads - that acutely or deliberately force customers to pay attention to the ad, by giving them no option to ignore it. A method of targeting audience based on their lifestyles, passions, interests, etc