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While browsing through the forums I came across the Test that MSN is giving for new SEM positions so I thought of posting the same here so that the members here can also check their ability for the same.
Name:
Date:
1. Evaluate the following list of keyword-targeted text ads and rank them according to which you think will perform best (#1) and worst (#3) on MSN:
Ad A: Keywords:
Chocolate chocolate, homemade candy, woodhouse
Superb hand-made candies using
high quality ingredients.
(Destination URL: http://www.woodhousechocolate.com/p.../chocolates.asp)
Ad B: Keywords:
Bridesmaid Dresses & More wedding, bride veil, flower girl
Stylish designs, great prices, and
selection. In downtown Bellevue!
(Destination URL: http://www.momsmaidsandmore.com/index.htm)
Ad C: Keywords:
USED CARS ONLINE new car, buying a new car
Save Time & Money! Up-Front Pricing
& the best Experience on the web!!!
(Destination URL: http://www.valuepricing.com/)
2. In 3-5 sentences, explain your rationale for ranking them as such.
3. Choose two of the keyword-targeted text ads listed above and suggest opportunities for improving their efficacy.
4. List the top 10 keywords you would use to advertise for each of the following and explain your reasons behind choosing those keywords.
a. MSN is a traffic only account
b. Microsoft Internet Explorer is a well known brand and wants highly qualified customers downloading their product
c. Microsoft wants to promote their brand
5. Xbox is launching a search engine marketing campaign in Q4 of 2005 to drive online sales and increase qualified clicks in time for the holiday season. For more information about Xbox, please see: http://www.xbox.com/
a. What are the main tenets of your recommended strategy?
b. Develop a list of 15 keywords that supports your strategy and explain your rationale for including them.
c. Now, pick two of those keywords and write ad copy according to the following specs:
i. Line One: 25 max characters
ii. Line Two: 35 max characters
iii. Line Three: 35 max characters
iv. Line Four: visible url
v. Line Five: destination url
6. A marketing exec for a well known advertiser does not think she needs to bid on her company's trademarks. In 3-5 sentences, how would you explain the impact that decision could have on the success of her campaign?
7. How would you do keyword research for a new client?
8. When would you suggest using negative match for keywords?
9. Using the information provided in the attached Excel spreadsheet, please answer the following questions:
a. What is the clickthrough rate (CTR) for the keyword, Halo 2? Please illustrate the formula used to derive your answer.
b. What is the CTR for the overall campaign?
c. What is the formula used to determine cost per click (CPC)? What is the CPC for the keyword, Xbox? Please illustrate the formula used to derive your answer.
d. How many sales would it take to drive a $10 cost per sale for the keyword, Halo 2, at the given spend level?
i. What would be the click conversion rate (CCR) for this keyword? Please illustrate the formula used to derive your answer.
ii. If the CPS increases to $25.00, and the CCR remains the same, what is your new max CPC? Please illustrate the formula used to derive your answer.
iii. What is the estimated # of sales if the CCR increases by .75% and the CPS decreases to $9.00? Please illustrate the formula used to derive your answer.
iv. What is the ROI based on a $2,708 profit? Please illustrate the formula used to derive your answer.
e. Given the attached campaign results, what three insights would you share with the advertiser and why? Please write your response in the form of an email.
So let us see what all you can do ? Happy test time.
Name:
Date:
1. Evaluate the following list of keyword-targeted text ads and rank them according to which you think will perform best (#1) and worst (#3) on MSN:
Ad A: Keywords:
Chocolate chocolate, homemade candy, woodhouse
Superb hand-made candies using
high quality ingredients.
(Destination URL: http://www.woodhousechocolate.com/p.../chocolates.asp)
Ad B: Keywords:
Bridesmaid Dresses & More wedding, bride veil, flower girl
Stylish designs, great prices, and
selection. In downtown Bellevue!
(Destination URL: http://www.momsmaidsandmore.com/index.htm)
Ad C: Keywords:
USED CARS ONLINE new car, buying a new car
Save Time & Money! Up-Front Pricing
& the best Experience on the web!!!
(Destination URL: http://www.valuepricing.com/)
2. In 3-5 sentences, explain your rationale for ranking them as such.
3. Choose two of the keyword-targeted text ads listed above and suggest opportunities for improving their efficacy.
4. List the top 10 keywords you would use to advertise for each of the following and explain your reasons behind choosing those keywords.
a. MSN is a traffic only account
b. Microsoft Internet Explorer is a well known brand and wants highly qualified customers downloading their product
c. Microsoft wants to promote their brand
5. Xbox is launching a search engine marketing campaign in Q4 of 2005 to drive online sales and increase qualified clicks in time for the holiday season. For more information about Xbox, please see: http://www.xbox.com/
a. What are the main tenets of your recommended strategy?
b. Develop a list of 15 keywords that supports your strategy and explain your rationale for including them.
c. Now, pick two of those keywords and write ad copy according to the following specs:
i. Line One: 25 max characters
ii. Line Two: 35 max characters
iii. Line Three: 35 max characters
iv. Line Four: visible url
v. Line Five: destination url
6. A marketing exec for a well known advertiser does not think she needs to bid on her company's trademarks. In 3-5 sentences, how would you explain the impact that decision could have on the success of her campaign?
7. How would you do keyword research for a new client?
8. When would you suggest using negative match for keywords?
9. Using the information provided in the attached Excel spreadsheet, please answer the following questions:
a. What is the clickthrough rate (CTR) for the keyword, Halo 2? Please illustrate the formula used to derive your answer.
b. What is the CTR for the overall campaign?
c. What is the formula used to determine cost per click (CPC)? What is the CPC for the keyword, Xbox? Please illustrate the formula used to derive your answer.
d. How many sales would it take to drive a $10 cost per sale for the keyword, Halo 2, at the given spend level?
i. What would be the click conversion rate (CCR) for this keyword? Please illustrate the formula used to derive your answer.
ii. If the CPS increases to $25.00, and the CCR remains the same, what is your new max CPC? Please illustrate the formula used to derive your answer.
iii. What is the estimated # of sales if the CCR increases by .75% and the CPS decreases to $9.00? Please illustrate the formula used to derive your answer.
iv. What is the ROI based on a $2,708 profit? Please illustrate the formula used to derive your answer.
e. Given the attached campaign results, what three insights would you share with the advertiser and why? Please write your response in the form of an email.
So let us see what all you can do ? Happy test time.
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