A researcher wants respondents to answer entirely in their own words, in order to gather rich, exploratory qualitative insight. Which type of survey question should be used? 

A company experiences a sudden decline in organic rankings following a search-engine algorithm update. The marketing director proposes abandoning SEO completely and shifting all resources to paid advertising.  Based on the chapter, what would be the best response? 

Why are advertisers increasingly shifting away from traditional CPM direct-buy sponsorships on broad news portals toward programmatic ad exchanges?

External Webcams placed to the side are required for tests in this class and can be borrowed from HC libraries if needed. You can use your phone as an external webcam.

An SEO consultant recommends creating hundreds of nearly identical pages targeting slightly different geographic locations, even though the pages provide essentially the same content.  What is the primary concern with this strategy? 

A specialized travel agency running a promotional campaign for European mountain biking tours wants display ads to appear on articles discussing outdoor cycling equipment. Which targeting method utilizes page content keywords to place these ads? 

The final exam requires an external webcam set up to the side so it can show you (including your hands) and your workspace.

Which metric is most commonly used to evaluate the effectiveness of search advertising? 

Paid search performance is commonly evaluated using: 

An advertiser spends $6,000 on a display advertising campaign utilizing a CPM pricing model. The publisher served 2,000,000 impressions. What was the campaign’s effective Cost Per Mille (CPM)?