Web Science/Part2: Emerging Web Properties/Web Search Ecosystem/Factors that have impact on advertisement campaigns/quiz

{How do you measure weather or not you have a good landing page for an online advertisement? - By looking at the click through rate of the ad + By looking at the conversion rate + By looking at the bounce rate - By looking at the total cost of the ad campaign + By analyzing the server logs of the webpage
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{Which of the following statements are true for an advertisement for an online shop? - higher click trough rates will result in higher conversion rates - lower click through rates will result in higher conversion rates - higher bounce rates will result in higher conversion rates + lower bounce rates will result in higher conversion rates
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{Complete the following sentence: A negative keyword is a keyword... - that is very expensive - with a low click through rate - with a low bounce rate + that prevents displaying of an advertisement
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 * no the bounce rate will probably be very high on this keyword

{Which of the following are buzzwords for the field of Conversation optimization? + A/B testing + User experience + statistical machine learning + Real time decision making
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{Which of the following can be used to target advertisements successfully to the customer + understand the information need - Bait and switch - Trick Banners + understand the user context + use demographics about the user
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 * e.g. by the keyword he enters into a search engine
 * in this way one can guess his information need
 * this is highly relevant in classical advertisement. The other methods seem to have a much higher impact