Chapter 7 Questions

• 1. Define
• a. CTR – Click through rate (number of times an ad is clicked)
• b. CPM – Cost per Thousands - advertiser pays for impressions in 1,000 unit lots
• c. CPC – Cost per click (advertiser pays a fee for each click an ad receives)
• d. CPA – Cost per action (advertiser pays for only those users who perform a specific action)
• 2. What are the key attributes of a good domain name?
• a. Short, memorable, not easily confused with others, and difficult to misspell
• 3. What are some of the steps a firm can take to optimize its search engine rankings?
• a. Register with as many search engines as possible
• b. Ensure that the keywords used in the website description mach keywords likely to be used in search fields
• c. Place keywords in the websites metatage and title page
• d. Link the website to as many other websites as posible
• 4. List and describe some Web site design features that impact online purchasing.
• a. Utility and ease of use are the main factors
• b. Design look consist of 46% of website credibility
• c. Then information structure and information focused
• d. The site must be functional, informative, employ simple navigation, use of redundant navigation.