SEM Test 4

Question 1

The client works on their AdWords account for three hours each week. Each hour, they can see four patients. Each client brings in $100 for them. How much does it cost them (opportunity cost) to manage their own AdWords account each month?

Accepted Answer

$4,800

Answer

This question calculates opportunity cost. If the client spends 3 hours/week * 4 weeks/month = 12 hours/month managing AdWords, and could see 4 patients/hour * $100/patient = $400/hour, then their monthly opportunity cost is 12 hours * $400/hour = $4,800. This is the revenue they forgo by managing their own account.

Question 2

Why is it significant to mention that we record calls when displaying the contact manager?

Accepted Answer

All of the above

Answer

Mentioning call recording is significant for several reasons. It provides transparency, assuring the client that calls are legitimate and from the service. It also allows for auditing staff performance and training, improving customer service, and provides valuable data for optimizing the account by understanding caller needs and lead quality. Therefore, all the listed benefits apply.

Question 3

Why don't you charge per call, and how would you respond to that?

Accepted Answer

With a flat rate per call there is no incentive for improving the quality of our calls/leads

Answer

Charging a flat rate per call would remove the incentive for the service provider to focus on the *quality* of the leads or calls generated. Instead, the focus would shift to simply maximizing the *quantity* of calls, regardless of whether they convert into actual business for the client. This approach ensures that the provider is motivated to deliver high-converting leads, aligning their success with the client's actual business growth rather than just call volume.

Question 4

How can you tell whether a website uses flash exclusively?

Accepted Answer

Select Ctrl A. Whatever does not hi-light in blue or you can right-click on image to determine if flash is present

Answer

To identify if a website relies exclusively on Flash, a common method is to select all content on the page (Ctrl+A). If significant portions of the page do not highlight in blue, it suggests that content is embedded within a Flash object rather than being standard HTML text or images. Additionally, right-clicking on elements that don't highlight can reveal a Flash-specific context menu, confirming the presence of Flash content.

Question 5

How would you respond to the argument that you wish to dominate Google?

Accepted Answer

All of the above

Answer

When confronted with the argument of dominating Google, a comprehensive response involves several key points. Firstly, emphasizing a focus on return on investment (ROI) clarifies the strategic goal. Secondly, highlighting that Google, while dominant, doesn't encompass the entire market reminds the client of other valuable traffic sources. Finally, reframing the discussion to prioritize the lowest possible customer acquisition cost over being #1 all the time demonstrates a commitment to the client's financial success.

SEM - Search Engine Marketing Practice Test

SEM - Search Engine Marketing Practice Test

SEM Test 4