Fundamentals of Digital Marketing Answers 2019 - Google Digital Garage Exam - Digital Skills - Digital Unlocked - English
The questions and answers of Google Digital Garage, Google Digital Skills and Google Digital Unlocked and others are the same.
The language of the answers are in English (United kingdom).
Please note that this file contains answers to Google Garage Quizzes of all 26 topics.
As you probably know, to access the Final Digital Garage Certification Exam you need to pass all 26 topics. With this file, you can do it very quickly, as all Q&A are listed in the same order.
In contrary to quizzes, during the Final Exam questions are always in random order. More precisely, topics are in the same order, but questions within topics are in random order. Also, there are 117 known questions and during the final exam, you get only 40 questions randomly.
The increased use of the Internet presents a lot of potential for which types of businesses?
Small business owners
Taking a business online can involve many different steps. When starting out, which activity could be a part of this process?
Sending flyers with your web address to customers
Creating a business listing in online local directories
Increasing print and billboard advertising
Building a team of digital advertising experts
Which of the following is the easiest way for visitors to learn about a business while visiting a website?
Getting a free 'taster' of one of your products when they sign up to receive emails
Listening to an audio file that auto plays whenever someone visits your site
Browsing your product pages and reviewing the Frequently Asked Questions page
Reading the terms and conditions for your products on your site
What is a key benefit of having an online presence for a business?
The ability to sell products directly to customers through social media
Being visible when people search for a business like yours
Sending users emails to update them on new products
Being able to offer new customers promotional discounts
Which tool helps you measure the success of your website?
Ad Preview Tool
Which of the following statements is true when it comes to taking a business online?
Stick to what you are doing and don't make changes
The same content works across online and offline platforms
Use analytics to make informed decisions
Use analytics to track your customers across the Internet
Which term best describes the business activity that occurs when website visitors buy products or services from you online?
Search engine marketing
Pay per click
Which of the following statements is true when marketing your business online?
You need a website to show up in search results
You'll reach a similar client base to the one you have in the real world
You'll be seen by the same volume of customers whether you use search advertising or not
Social media is a great way to engage your audience
Which of the following statements is true when it comes to developing a web presence for a business?
Customers can learn about a business by downloading a mobile app, but they can't place an order using an app
Building a new website requires a large budget
Mobile apps enable your customers to purchase your products without being on your website
All businesses must have a website to sell products
What is a web server?
The customer service representative you can call when you have questions about your website
The answer you get when you search a term on the web
A computer connected to the Internet with software that allows it to host all the components of your website
The device that determines the speed of your mobile connection
Fill in the blank: A __________ is a shortcut to other pages on your site or elsewhere on the web.
Which of the following is something you'll probably want to exclude from your website?
A lot of deep scientific information and detailed statistics
Certifications to show you're qualified to provide a service
Which of the following is an example of a 'call to action' on a website?
A list of phone numbers customers can use to get in contact with you
A 'Get directions to our store' button which when clicked, redirects to a map displaying directions to the store based on the customer's current address
An icon button that takes the customer to your social media accounts
A hotline phone number that helps users complete their purchases
What should you consider when developing your website content?
What your customers are looking for
Your latest promotions and discounts
Your brand values
Whether the content will go viral or not
What is the first step in creating an online business strategy?
Identifying business goals
Understanding what the competition is doing
Knowing the market
Aligning goals to the strategy
What is the purpose of the 'See, Think, Do, Care' framework?
To help determine a marketing strategy
To help a business understand the customer journey online
To help a business reach a global audience
To give insight into specific customer groups
Why is optimising customer touchpoints online beneficial for businesses?
It allows brands to add pop-up ads at every point of the customer journey, ensuring high visibility
It gives businesses the opportunity to save money on online advertising
It provides customers with value every time they come into contact with a brand, helping build trust
It gives businesses an opportunity to collect more data from potential customers
Once you've worked out your Unique Selling Point (USP), how would you use it in a long-term online strategy?
Incorporate it within marketing materials across all channels to help raise customer awareness
Create an email campaign letting your customers know why you are unique
Film a video explaining your unique selling point and send it to employees
Create a press release and distribute it through your channels
What type of information can KPIs provide?
Why are search engines a great place for a business to be found?
People pay to use search engines, so there is a wealthy customer base there
People who search are actively looking for information, products or services
Search engines are a big trend these days
Search engines guarantee new customers
What technology do search engines use to 'crawl' websites?
Which of the following can help a search engine understand what your page is about?
The date it was published
The number of images used
The total number of words
The title tag
Fill in the blank: Spending money on search advertising influences how your website appears in ___________.
Organic search results
The search results page
Display advertising networks
Which of these is an important factor in the paid search auction system?
How famous your brand name is
How cool your logo is
How long your business has been around
How relevant your ads are
Which of these can Google Search Console help you to do?
It helps you increase your social media following
It helps you optimise your Google My Business listing
It helps you understand which keywords people are searching for on Google
It helps you run A/B tests on your home page
Which of the following factors should you consider when optimising your website for search engines?
Inspiring business name
What should be the first step of a structured SEO plan?
Identifying your ad budget
Buying an analytics software
Setting up your presence on social media sites
When it comes to search ads, which of the following could dictate how an ad will perform against a competitor?
Social media following
Average number of visitors to the company's website
Fill in the blank: Short strings of specific keywords with low search volume are called ___________.
Which of the following would be an ideal goal for an SEO plan?
Increasing social media likes and follows
Increasing how many relevant people visit your website
Showing your website to as many people as possible
Being in first place in SERP for any keyword
Which of the following page titles would be most suitable for a website page describing a store's return policy?
How to Send Stuff Back
[Company Name's] Return Policy
Which of the following is a good way to get other websites to link to your site?
Keep linking to them until they link to you
Send them emails until they link to you
Building relationships with similar sites
When expanding a business internationally, which of the following is most important to provide on your website?
Products and delivery details in the correct currency
Time and dates written in the local format
Exchange rate information
Free giveaways for local customers
Search engine marketing can also be called what?
Search box marketing
In an SEM auction, your Quality Score is based on which aspect of your ad?
Fill in the blank: It's possible to determine how well a/an ___________ will perform without bidding on it.
What should your search ad have in order to promote more clicks?
A call to action
A catchy headline
A close-up photo
A social media link
Which of the following is a benefit of using relevant ads and landing pages?
Increased cost for ad placements
Higher ad positions on the search results page
Higher cost per clicks on your ads
Ads that will ensure more purchases
When it comes to search ads, which description best describes 'negative keywords'?
Keywords with no association to your site
Keywords with a poor search volume
Keywords that are excluded from a campaign
Keywords that are typed incorrectly
Fill in the blank: If you use __________ keywords when building your search ads, minor variations, like plurals, can still trigger the ad.
What can conversion tracking in search help you measure?
How many transactions are completed on your site overall
How many people click on your SEM ad and end up browsing your site
How many people visiting your site from a search ad end up completing a purchase
How many customers your ad has converted into brand ambassadors
How can you improve a business's visibility to people located near you geographically?
Translate your website into at least two more languages
Offer free phone support during business hours
Ensure you have good analytics on your website
Make sure your phone number, address and business hours are easy to find
Which of the following is an example of a local search?
"bike shop near me"
"bike shop in UK"
"local bicycle shop"
Which of the following is a benefit of registering your business in online local listings?
Discounted pricing on your search advertising campaigns
Increased likelihood of being discovered through search engines
More mentions on social media platforms
Guaranteed sales to local customers
Which three pieces of information are essential to include first in your local directory listing?
Business address, website, telephone numbers
Business name, business address, telephone numbers
Website, telephone numbers, email address
Business name, email address, website
Which of the following factors help search engines determine if your business is local?
Location details on the website, quality content and how mobile friendly the website is
Location details on the website, list of shops local to you and a contact form
Quality content, list of local suppliers and location details
Location GPS tags on photos, quality content and how mobile friendly the website is
When looking to attract a local audience, why it is important to optimise your website and content for mobile users?
Because local users tend to use their mobile devices when they're out of the house
Because mobiles will replace desktop computers
Because all online users browse on mobile devices these days
Because marketing for mobile is more cost effective
Which of the following can help you gain visibility in search engines?
Adding relevant content that highlights the location of your business
Including your address on your Twitter account
Optimising your site for desktop devices only
Adding a list of shops local to you on your website
Which of the following can businesses achieve by using social media?
Attract new audiences
Build a good reputation with customers
Meet sales goals
Increase traffic to their website
Fill in the blank: Businesses should focus on social media platforms with _______.
The biggest reputation
The most expected engagement
A relevant audience
The most users
Which of the following is an example of a social media goal?
Acquire genuine reviews on products
Drive more traffic to your store
Develop one-way communication with customers
Mimic your competition's approach
Which details should you look to include on a business profile page on social media?
Details about the CEO
Link to a local listing site you're on
Description of the business
Cost of products and services
A robust social media plan includes which of the following?
A list of content that mimics competitor content
All of your online business goals
A long-term schedule identifying when to post content
A list of friends who can post on the accounts
What is the best way to put your social content in front of people who don't already follow you?
Increase your email marketing campaigns
Ask people to share your content to their networks
Use paid promotion to reach new audiences
Put links to your social on your website
What can social media analytics tools help you measure when assessing campaign results?
Whether the campaign was more successful than your competitors
Whether the visitors liked the social campaigns or not
Whether a visitor called the store after seeing a social post
Whether the visitor clicked on a paid ad or organic listing
Which of the following is a pitfall when using social media for business?
2-way conversation with customers
Not being present on every social media platform
Not having the resources to respond to comments and questions in a timely manner
Spending too much time reviewing social media analytics
When looking to ensure your website is easily accessible by mobile users, what should you focus on doing first?
Redesign your website colour scheme
Optimise your site
Create a mobile app
Shorten your website content
What does responsive design mean?
Your visitors can manually adjust the size of your website
Your website will adapt to suit whichever device it is being viewed on
Your customers can provide feedback on the design of your site
Your website will respond to clicks faster
When it comes to optimising your website's SEO for mobile users, which of the following is a crucial factor to keep in mind?
Short content and fewer images
Performance and usability
Usability and short content
Less video content
What can a business use to send messages to users who have already downloaded their app?
When considering how mobile users will search for your business, which types of keywords should you focus on?
Long tail keywords
Shorter keywords and phrases
Longer keywords and phrases
Exact match keywords
Before running search ads, you should make sure your site is mobile-friendly. Which scenario best describes a mobile-friendly experience for a customer?
The business has a mobile app instead of a website
The site include business phone numbers
The site works on different mobile devices
The site does not include any videos so it loads quickly
Which of the following can be used to target an audience when using some social media ads?
People's pet names
People's relationship status
When making video content for your display ads, what is most important to ensure?
Videos are entertaining, long and include a CTA
Videos are relevant, short and include a CTA
Videos are relevant, long and include a URL
Videos are short, informative and include a phone number
Which of the following is an accurate definition of what a content marketing campaign involves?
Creating and posting content ad-hoc when you have the time
The creation of time-sensitive content that can be published through various channels
Regularly emailing customers with news about a business’s products or services
The creation and promotion of online materials with the goal of increasing interest in a product or service
What does the following definition describe? 'The division of an audience into groups of who they are and what they like, with a goal of identifying a group most interested in your product/service.'
Fill in the blank: When describing the purpose of content, what is missing? 'To entertain, to inspire, to _______ and to convince'.
Which of the following best describes why approaches to writing need to be adapted for online content?
Online readers have a reduced attention span, due to being flooded with information
Certain blogging platforms have a limit on the word count you can publish
Online readers only like to engage with long-form pieces of content
Online audiences are typically younger, so the language used needs to reflect this
What are 'highlighting key dates' and 'considering multiple channels' best practices of?
Creating a content calendar
Designing illustrations to support content
Segmenting your audience
Identifying social media influencers
Which of the following metrics could help you understand which blog post is resonating the most with your audience?
Unique page views
Which of the following will you need to start an email marketing programme?
A collection of email templates
A 'Contact Us' form
A way to collect people's email addresses
A set budget
Which of the following is a common feature of email marketing platforms?
Personalised, custom templates
A free list of email addresses you can target
A feature allowing users to unsubscribe from your emails
Automation of your search ad campaigns
Which of these is a good practice to keep in mind when sending emails to your contacts?
Run an A/B test on your subject line to determine which one works best
Send the same generic and simple message to your entire contact database
Include enough content in the email so there is no need for them to click away to read further elsewhere
Only include a call-to-action on the landing page you're linking to in the email
If the open rate of your emails seems low, which of the following could help you fix that?
Redesign your website
Change the colour of the buttons inside your email
Send your emails to more contacts
Adjust the subject line of your email
Which of the following statements is true when it comes to running email campaigns for a business?
There's no need to use sponsored ads within your email marketing
There's no need for analytics when it comes to email marketing
You need to include personal contact details
You can use any imagery, despite copyright
If you own a film blog, which type of customer can you expect to reach with display advertising?
People who use ad-blockers and are interested in your subject
People who haven't read your blog before but are interested in your subject
Only people who have read your blog previously
Only people interested in films and movies
Fill in the blank: The ads on search engines are usually made up of ________.
When using search engine marketing, where can your ads appear?
Only on search engines
Only on websites
On search engines and websites
On websites and social media
When setting up display advertising campaigns, who can you target?
People with specific names
People who speak different languages
People who already own specific products
People with a specific address
In what way can display advertising be effective?
It guarantees more visitors to your site
It guarantees increased sales
It drives traffic to your website
It improves your ranking in search engines
Which of the following is an example of the type of data that advertising networks automatically collect and share with businesses?
The number of sales you make from the ad
The cost of each ad you publish
The cost of creating the ad
A prediction of sales you can make from your ad
Which of the following is true when purchasing ad placements on an advertising network?
You always need to contact the owner of the website to buy ads on their page
The network provides data on the click-through-rate
The network provides names of the people who click your ad
The network will continue to show your ad for 7 days once your budget has expired
If a person adds a product to a shopping cart but then leaves the website – which of the following tactics is most likely to encourage that person to return and purchase the product?
Retargeting with a display ad encouraging newsletter sign-up
Redesigning your website
Creating a Facebook page for your business
Retargeting with a display ad that has a discount coupon
What is the first step of display retargeting?
Defining your audience
Setting a call to action
When incorporating videos into a digital strategy, which of the following tactics provides value to customers?
Setting up live streams of the business's physical shop on their website
Publishing a how-to video on their website
Producing sale campaign videos
Sharing personal vlogs
What can using video as part of your online presence help you create?
Content that will go viral
A channel to engage with customers
A variety of different brand perceptions
An online following and fanbase
Fill in the blank: As a small business, creating videos to showcase your business or product requires only ______.
An agency, professional crew and equipment
Creativity, lots of experience and a large budget
Creativity, planning and any budget
Creativity, planning and high-quality equipment
Using videos in email marketing and social media is an effective way to do what?
Increase word of mouth referrals
Engage and grow your audience
Guarantee sales of your product or service
Lower the cost of developing content
How can you take advantage of video for your product/services without actually making a video?
This isn't possible
Advertise on other people's videos
Use images with a call to action instead
Share other people's videos
When looking at your video analytics, you discover people are only watching the first few seconds of your video. What should you do?
Consider removing the video from the platform
Consider re-shooting your video based on comments
Consider updating your preview images, video titles or descriptions
Consider asking people to watch the whole video in the description
Fill in the blank: Website analytics can tell you _____________.
What time of day your website gets the most traffic
How many mentions or likes you get on social media
How well your competitor's ad campaigns are doing
The email addresses of visitors to your landing pages
Analytics can give you immediate valuable information about which type of customers?
Previous and current customers
Current and future customers
Previous and future customers
Offline and online customers
If your key business goal is to get people to book rooms at your guesthouse, what data are you most likely to be interested in?
How long people spend on your 'How To Find Us' page
Which day of the week is most popular for bookings
Whether your funny Tweet goes viral
How many people visiting your site book a room with you
Most web analytics tools can tell you what information about the user?
Their contact details, their behaviour and their operating system
Their location, type of device they're using and pages visited
Their location, type of device they're using and contact details
Their interests, when they delete their browser cookies and their location
Fill in the blank: If an ad is not performing well, one effective tactic is to _____________.
Try a different search engine
Tweak the ad's copy and analyse the results
Hire a professional ad agency
Delete the ad and try again
Which section of Google Analytics can tell you whether visitors have found your website via social media?
Which type of data relates to a metric that can be represented with a number?
What makes the data cycle useful?
It helps you make the most of the data collected from marketing activities
It helps you evaluate your competition
It provides information about what users like about your website
It presents collected data in a visually appealing way
Fill in the blank: Actionable insights can be described as explaining the ______ of an online marketing campaign.
Which of the following is a benefit of using spreadsheets?
Vast quantities of data can be stored, sorted and analysed quickly
Data can only be accessed when all users are online
Valuable customer and market insights can be delivered quickly
Spreadsheets are the only way to collect data and extrapolate results
If you needed to showcase which parts of a website are being clicked on the most, which presentation type should you consider?
What would be beneficial to include on a product description page?
Previous versions of the product
Links to other suppliers
Reviews of the product
Which of the following is an advantage of e-commerce?
More relaxed checkout procedure
Low operational costs
Minimal interaction required with the customer
Segmentation of audiences
To an owner or administrator, what is a functional benefit of having an online store?
It collects the addresses of your online store visitors
It provides a backend system with order management
It provides a quicker checkout process than a physical store
It allows you to feature more sales and discounts than a physical store
What is the name of the process that describes what happens when a customer is taken to a separate site to complete a transaction before being sent back to the original site again?
Second-party payment processing
Third-party payment processing
External payment processing
Internal payment processing
Which of the following is a sign that customers are having trouble using a particular device to make purchases?
Analytics shows you have a lot of mobile visitors, but very few purchases through mobile
A specific product is not selling much compared to your other products
You get a lot of questions about your return policy
People are having trouble using a promo code for a current sale
What is an example of product merchandising?
Running an ad for your products
Adding a way for customers to filter your products
Displaying very specific, featured products on your home page
Cross-selling products in the checkout process
Which of the following statements is true when describing how retargeting ads work?
Retargeting ads are visible to people who haven't been on your website yet
Once a user visits your site, the code drops an anonymous browser cookie
Once your customer purchases, you can not turn off the retargeting ad
Retargeting will always drive customers to your site
What is the best way to translate the content on your website for a new market?
Before starting to promote products to other countries online, what could you use to gauge demand for your product in that specific market?
Keyword planning tools
Interviews with people from that country
A range of search ads in different countries
When adapting your website for customers who speak a different language, what should you do?
Have a 'translate' button that pulls a translation from an external provider
Translate your content with consideration to particular words and phrases
Translate your content directly, word for word
Localise the name of the business owners
Which of the following is primarily meant to target new customers online?
What should a business do first, when considering going into a new market?
Hire an agency to translate its website into the local language
Open a new office in the capital city
Determine its ability to deliver products and review all tax and legal information
Invest in major ad campaigns to raise brand awareness
When selling to people in different countries, what payment form should you consider using if you aren't already?
Paypal or Worldpay
Which of the following options is important to research when planning to expand delivery of products and services to customers across the globe?
What times of the day international shoppers are online
The legal and tax considerations in that market
Which social channels are popular in that market
Which couriers offer the cheapest services for global shipping
Take a business online
What's the biggest challenge for most businesses when going online?
A Planning a budget
B Developing a plan
C Optimising a website
D Defining a customer base
Where does the domain name of a website primarily sit?
A In the URL
B In the coding of your header image
C In your navigation menu
D In your logo's hyperlink
When looking to advertise a new business online, what is one of the major benefits of display ads?
A They are seen by everyone
B They have higher click-through rate
C They can come in many different formats
D They don't cost too much to set up
Website hosting servers have their own unique IP address, what does this address consist of?
A Numbers and letters
D Letters and symbols
Imagine a customer has downloaded an app made by their local hardware store. How could that business connect with their audience through the app?
A Call the customer when there is an offer they'd enjoy
B See where their customers are and monitor their shopping behaviours
C Send them offers when they enter a certain geographical area
D Add items to their in-app basket that you think they'd like
Web analytics can tell you many things about your online performance, but what can analytics tools not tell you?
A What your customers are doing on your website
B Where your customers have come from before visiting your website
C Where your customers go after leaving your website
D What your customers are looking for on your website
How can businesses benefit from using analytics on their website?
A It will show you where your audience comes from
B It will list which pages your audience does not like
C It will show where your customers go after they've left your site
D It will show you why your audience visit your site
Websites are hosted on a server and each of these servers has its own unique IP address. What does the 'IP' stand for?
A Internet Position
B Internet Placement
C Internet Privatisation
D Internet Protocol
When considering whether to have a web presence for your business, which of the following is not a major factor?
D How long you’ve been in business
When planning your website, what is one of the key things you should consider?
A The order your products will appear on the site
B What you want your customers to do on the site
C How customers will interact with the site
D What your customers want to see on the site
When you're building a business website, what purpose does a server have?
A It manages your website
B It hosts your website
C It promotes your website
D It secures your website
When defining a strategy for your business, how can competitor analysis help you establish a USP (or Unique Selling Point)?
A It can enable you to offer discounts that compete directly with your competitors' pricing
B It can identify how your offering is different in comparison to your competitors
C It can give you deeper insight into the market and their approach
D It can reveal which additional regions you could be operating in so that you can grow your business
You notice that when people see images of your products online, you have an increase in conversions or sales. Which customer touchpoint could you use to take advantage of this insight?
· A Shopping bags
· B Blog content
· C YouTube
D Social media
Which are the first steps you should consider when constructing an online business strategy?
A Understand the target audience
B Change your mission statement to match the goals
C Create goals and identify a USP
D Define and segment your audiences
When designing content as part of your content marketing strategy, what does the "Think" stage represent in the "See, Think, Do, Care" framework?
A The consideration phase, when customers start to research potential products to buy
B The finance stage, when customers think about their budgets
C The action stage, the moment when customers commit and purchase your product
D The sharing stage, when customers share images and feedback on your products
Make it easy for people to find a business on the web
Search engines see the content on a website as written code, how can you help search engines identify the images on your website?
A Place them well within your text
B Make them eye-catching
C Put branding on them
D Give them descriptive names
When running a search engine marketing campaign, what goal do you expect to achieve by having conversion tracking on your site?
A To see personal data about the person who bought from you
B To understand what is working and what is not
C To increase your budget to get more traffic
D To advertise internationally more easily
What is the most important thing to consider when optimising a search engine marketing campaign?
A Increasing the bid for the keywords you are targeting
B Increasing the relevance of the keywords, ads, and landing page
C Adding lots of keywords to the campaign to get more traffic
D Continually changing the ad copy
Which of the following is a benefit of Search Engine Marketing (SEM)?
A Reach out to potential customers actively looking for your product or service
B Create different types of ad formats to show to potential customers
C Target people based on their interests and habits
D SEM is a lot cheaper than any other advertising medium
When looking to increase the presence of a website, putting together your search engine optimisation plan will help you plan your steps. Which activity would be first on the list?
A Choosing what images to put on your website
B Reserving all the social profiles that you will be using for the business
C Finding people who will link back to your website
D Keyword Research
When looking to optimise the performance of a website to improve its search engine ranking, using 'long tail keyword terms' in your SEO plan often allows you to...
· A Outrank lots of larger, more established companies
· B Find more opportunities
· C See more traffic than short tail keywords
· D Perform better on social media
Google Search Console “Crawl” reports let you monitor...?
· A If potential customers can access your web pages
· B If Google can view your web pages
· C How people interacts with your website
D What information Google records about your site
Gaining backlinks to your website is a great way to improve the SEO performance. What best practice will encourage people to link back to your site?
A Pay people to link back to your site
B Write some great content they will find useful
C Ensure your staff link back to your site
D Link to them first, regardless of whether they have anything interesting on their site
When ranking websites on search engine results pages, which element of a website do search engines value the most?
A How long the content on the page is
B If you mention keywords over 50 times in a short piece of content
C Unique, engaging, relevant content
D Where you are in the world when adding content to your site
When using a search engine, what is the name of a word or phrase somebody types to find something online?
A Search phrase
B Search term
C Search query
D Search word
Fill the blank: 'Search engines _________ the internet to discover content.'
What is the term we use to describe how search engines categorise each piece of content?
To improve your website's SEO performance, when should you consider updating your SEO plan?
A When you write a new blog post
B When you have a sale or promotion
C When you add a new service or product
D When you employ new staff
What’s the first step in the search engine optimisation process for your website?
A Off-site optimisation
B Keyword research
C Writing fresh content
D Setting an ad budget
We use them every day, but what is the overall purpose of a search engine?
A To position websites based on how popular they are
B To display websites in a random order to increase site traffic
C To ensure every business gets an equal number of site visits
D To help the user find the most relevant answer to their query
What are three key considerations when evaluating keywords for search engine optimisation?
A Competition, cohesiveness, relevance
B Frequency, competition, relevance
C Relevance, cohesiveness, execution
D Frequency, execution, relevance
When optimising a website for search, what impact do meta and title tags have on the search engine?
A They are hidden messages that have no bearing on search engines
B They are the on-page content that appears on your homepage, telling search engines what you do
C They are automatically generated and help websites rank within search engines
D They are embedded messages that help the search engine determine what’s on the page
There are many ways you can improve the performance of a website from an SEO perspective. When it comes to link building which of the following statements is accurate?
A The quantity of links is important, not the quality
B The quality of links is important, not the quantity
C Links hidden within code on sites improves your SEO performance
D Links hidden within images on sites improves your SEO performance
Which of the following will be achieved by including an offer in a Search Engine Marketing (SEM) ad?
A It will help the ad stand out and encourage people to click it
B It will guarantee the ad appears at the top of the search results
C It will increase the amount of users across your entire website
D It can increase the quality score of your ad
Fill the blank: When managing SEM campaigns, the best way to optimise your quality score is to improve the _________ of your keywords, adverts, and landing pages.
What can you achieve if you divide your search engine marketing account into relevant campaigns and ad groups?
A Drive more traffic to your website
B Target more people in different areas of the world
C Ensure people see relevant ads that relate to their search query
D Stop using negative keywords
Fill the blank: When optimising SEM campaigns, negative keywords _________ your ads from appearing when people search for things that aren’t relevant to your business.
C increase the chance of
D decrease the chance of
When advertising on search engines, if you bid the same as your competitor, having a higher quality score will mean you appear where in comparison?
A Alongside them
B Below them
C On the next page after them
D Above them
When fine-tuning paid search ads, you change a broad-match keyword to a phrase-match keyword using which symbol?
A Quotation marks
D Square brackets
If you want to track a completed order in your website, what would be a proper place to add the conversion tracking code?
A Website's homepage
B Order confirmation page
C Order form page
D Contact us page
A lot of factors can affect how well a website will rank on search engines. What role does metadata have in this process?
· A Helps your website stand out from the competition
· B Allows you to input lots of keywords so that you appear for all of them
· C Provides search engines with more consistent and clear information about what's on the website
· D Allows you to place sales promotion offers within the search results
When advertising using Search Engine Marketing (SEM), you only pay...
· A when your ad appears within the search results
· B when a conversion happens on your website
· C when your ad is clicked by someone
· D when someone stays on your website for more than 2 minutes
Which search query would trigger an ad based on this keyword: [London portrait photographer]?
· A Portrait photographer London
· B London photographer
· C London portrait photographer
· D Photographers in London
Reach more people locally, on social media, or on mobile
When trying to promote your business locally, what three key bits of information should be present in your directory listing?
A Business name, address, phone number
B Personal name, business name, postcode
C Name, PO box, freephone number
D Business name, CEO, company registration number
Mobile advertising is a great tool for marketers, but all that good work could be undone if your website isn't what?
A Optimised for different devices
B Visually engaging
C Full of relevant information
D Text heavy
Digital marketing isn't just about selling your products internationally. It can be used to great effect for local businesses. What do we mean by 'local businesses'?
A A business that operates from a specific geographic location
B A business that is within a 5km radius from the customer
C A business that has existed within a community for more than 5 years
D A business that only provides a service based product
With more and more users using mobile to look at websites, it is key that you optimise your site so users can find it when searching online. Which two elements should you look to optimise for improved SEO performance?
A Site speed and usability
B Keywords and metadata
C Image size and navigation
D Site speed and visual appearance
When looking to create video content for your marketing strategy, what three best practices should you look to include?
A Short, technical, include a call to action
B Relevant, short, entertaining
C Short, entertaining, include a call to action
D Short, relevant, include a call to action
How would you classify the content distribution channel that uses influencer and outreach marketing to increase a brand's reach?
What type of tool can be used to monitor and evaluate your social media audience's actions on your website?
A Content scheduling tools
B Audience profiling tools
C Social media analytic tools
D Website analytic tools
There are lots of social media platforms out there, but what is a benefit of using smaller, more niche social media platforms for your business?
A People on niche platforms are more likely to engage with you
B Your content will be put in front of specific audiences
C Your content will be seen by a mix of different people, gaining more views and likes
D It enhances your brand to be seen on more specific social media platforms
Fill the blank: When it comes to promoting a business locally, search engines can _______________ your business in the search results page if the user is near your location.
Using social media for business purposes can be very different to running personal profiles. If you're looking to attract people to your social network, what tone of voice should you consider?
A Stern & Serious
B Serious & Honest
C Fun & Inviting
D Engaging & Inviting
Fill in the blank: When search engines use factors like geolocation, IP address and location based search terms to produce geographically tailored results, this is called _____________.
A Local Search
B Geo search
C Mobile search
D Organic search
Local directories are a great tool for getting noticed locally online. What would be the first step in using a directory?
· A Research competitors
· B Create a listing
· C Create an ad
· D Post a link
What are the benefits of using social media when looking to advertise your business locally?
· A People trust local businesses on social media
· B You can target ads to a specific local audience
· C You can make video ads promoting the area
· D People use social media more than they use search engines
Which of the following is a core benefit that content marketing can bring to a business's online presence?
· A It can improve sales by directing more traffic to your website
· B It can enable a business to create a bank of content, which can be reused to create ads
· C It helps a company identify its biggest competitors
· D It provides you with another channel to push sales and promotional messages to customers on a regular basis
When looking to get noticed locally online, what information should you ensure is on your website as a minimum?
A Your social media links
B An interactive map
C Your physical location details
D Business registration number
Why is it important to reach customers on their mobiles when advertising locally?
A People use their phones while they are on the go
B Ads are smaller in mobile devices and therefore cheaper
C People prefer to receive adverts on their mobile
D Everyone has a mobile phone
When looking to promote your products and services locally, what are the benefits of using search engine ads?
A Everyone uses search engines
B You can target ads to a specific geographic area
C You can target ads to specific genders
D Search ads are cheaper than display adverts
Which of the following would be described as a good business goal to set for your social media campaigns?
A Increase staff morale
B Increase audience engagement
C Increase customer satisfaction
D Increase overall profit
"Because online attention spans are shorter, a great hook or opening sentence is important to draw people in." What is this a best practice example of?
A Writing engaging online copy
B Keeping the target audience in mind
C Understanding the user journey
D Being consistent in your approach to copy
When designing mobile advertising campaigns, what is a best practice to identify which keywords to target?
A Ask your audience what they search for when looking for similar products
B Use the Google Keyword research tool or Bing Keyword research tool
C Use a tool to harvest the keywords your competitors are using
D Use all the usual keywords from your website in your advertising account
Which of the following tools could be used to gain an insight into the phrases and questions people search for about a given subject online?
A Answer The Public
B AdWords Editor
C Facebook business manager
D SEM Rush
When building a website for a business, what type of design should it have in order to be "mobile friendly"?
A A scaled design
B A visual design
C A responsive design
D An integrated design
Building a plan will help you to focus your efforts when using social media. What should you consider when making your social media plan?
A Your audience's data
B Your audience's interests
C You audience's available income
D Your audience's offline behaviour
Why is social media a great tool for your business to build trust and engagement with your audience?
A You can share offers and discounts exclusively to your following
B You can share blogs from other businesses to cover more than what you do
C You can share honest reviews about your product or service
D You can connect with customers at any time of the day
Mobile apps are a great tool to engage with customers on the go. What is one of the major benefits of a mobile app over a website?
A Apps allow you to send push notifications
B Apps are easy to access on the app store
C Apps generally work on more mobile devices
D Apps allow you to collate more data on your customers
When looking to promote a business on social media, what is a good way to grow your social media following or engagement quickly?
A Paid advertising
B Pay for followers
C Follow all of your competitors' followers
D Overuse hashtags
When it comes to knowing which social media platforms to focus your efforts on, how can you work out which one will work best for you?
A Compare follower numbers across platforms
B Use online analytics tools to measure engagement
C See what competitor businesses are using
D Ask friends and family which platforms they use
When it comes to mobile, how would you define usability?
A The visitor's time navigating your site
B The visitor's experience on your site
C The visitor's general time on your site
D The vistior's purpose when on your site
When looking to advertise your business to mobile users, social media advertising can be really effective because...
A it allows you to target people who have ad blockers enabled
B it can be seen by people who aren't logged into their accounts
C it allows you to target people based on their likes and interests
D it doesn't cost too much to spread your ads far
Which of the following actions would be most effective for a business to take in order to help them progress towards achieving their content marketing goals?
A Personalising content to make each customer feel important, taking into account available data about each individual customer.
B Reducing the number of channels used for content marketing to only those channels with the highest referral numbers, thus saving money
C Identifying audiences who view their content, and ensuring those specific audiences get targeted in the future, with the aim of increasing sales
D Refining their content marketing strategy as they go, taking into account available data and metrics
Reach more customers with advertising
When looking at your email marketing metrics, Click Through Rate (or CTR) highlights which of the following insights?
A % of people that made a purchase after receiving the email
B % of people that opened the email out of the total recipients
C % of people who clicked on a link in the email out of the total recipients
D % of people who were sent the email against the total number of conversions made
When discussing display advertising, what is an ad network?
A A way to get free traffic to your site
B A directory of lots of websites that sell the same products as you do
C An online store of images you can use within your content
D A platform allowing the advertiser to advertise on websites within the network
When it comes to email marketing, what do we mean by the term A/B testing?
A A/B testing means you can split your contacts alphabetically
B A/B testing means you send the same email twice to the same people
C A/B testing means splitting your audience and sending each of them a different variation of your email
D A/B testing means it is spell checked and proofed, prior to hitting send
What is one of the benefits of using templates for your email marketing campaigns?
A You can reuse the same template
B They are always free
C You can duplicate the design of your website
D Templates work better on mobile
Which of the following factors can impact the open rate of your email campaigns?
A The amount of links contained in the email
B The number of images in your email
C The opportunity for customers to opt-out
D The subject line of the email
How can you attract social media users to share your video content online?
· A Tag them in posts
· B Use hashtags
· C Make them funny
· D Use subtitles
Which of the following is a key strategy for distributing your video content?
A Share videos across all of your digital marketing tools
B Pick one primary place to share your video content
C Trust word-of-mouth to drive traffic to your videos
D Send out a postcard to relevant mailing lists
Which of the following is a benefit of search advertising over display advertising?
A Search ads are more likely to be clicked on
B Search advertising is cheaper than display advertising
C Search advertising allows ads to be created in multiple formats
D Search advertising is shown to customers who are searching for your specific terms
When advertisers run online ads that typically include an image for people to click on, it's called...
A Search Engine Optimisation
B Banner advertising
C Display advertising
D Webpage advertising
Which of the following is the most accurate analogy for a display advertising network?
A A targeting option for publishers
B A marketplace between online publishers and advertisers
C A payments system for online ad campaigns
D A targeting option for advertisers
Why is it important that you set goals when planning your display ad campaigns?
A To help determine the best way to collate customer data
B To help determine the performance and allow for optimisation
C To help determine where your budget will be spent
D To help determine the performance of your competition
If the analytics for your video campaign shows people are only watching the first few seconds of your video, what can you do to try and amend this?
A Change the colours to be more eye-catching
B Change how much your branding is shown in the video
C Update the description to tell people more about the video
D Delete the video and try again with edited content
How can your business benefit from video without making one yourself?
A Advertising on other people's videos
B Commenting on other people's videos
C Sharing other people's videos
D Interacting with other people's videos
When using display advertising, what could you include in an ad to achieve the goal of driving more sales?
A Promotions and special offers
B Personalised messages
C Location specific information
D Product shots and detailed information
Which of the following is a benefit of display advertising over search advertising?
A Display advertising is cheaper than search advertising
B Appearing on relevant websites offering advertising space
C Ads can appear at the top of search engine results pages
D Display ads are more likely to be clicked on
When planning your display advertising, what does the word 'placement' mean?
A The exact location of your ad on a particular page of a website
B The size and position of your ad
C The exact location of your ad on search engine results pages
D The position of text within your ad
Retargeting allows you to...
A Target users, based on the specific actions they take on your site
B Target people, based on their likes and interests
C Appear higher within the search results
D Target people before they come to your website
Which form of targeting would you use to display ads to people who have previously visited your website?
A Search advertising
Fill the blank: In the world of display advertising, remarketing is a way to _________.
A pay less per click than standard SEM ads
B show ads to people before they visit your website
C show ads to people after they visit your website
D display a pop up on your website when people visit it
When creating video marketing content on a budget, what is the first thing you should consider doing?
A Shooting as much as you can and culling it later
B Finding editing software
C Finding equipment to use
D Planning your content
What can you do to help your videos appear in search results?
A Make the content really interesting
B Give detailed descriptions of its content
C Clearly brand your videos
D Include calls to action within the videos
Track and measure web traffic
When using analytics programmes on your website, which of these do not fall under the category of a metric?
A Browser users use to access your site
B Unique visitors to your site
C Time users spend on your site
D Number of pages viewed per visit
When using analytics on your website, what do we mean by the term 'conversion'?
A The act of a user coming from a certain geographical location
B The act of a user spending a certain amount of time on the site
C The act of a user meeting a specific metric
D The act of a user completing a goal
How is a spreadsheet defined?
· A An interactive computer application for the organisation, analysis and storage of data
· B A static collection of related data tables that can be queried to locate specific fields
· C A tool for storing large amounts of numerical data, but not text-based data
· D A digital balance sheet to keep track of financial transactions
When using web-based analytics tools, by segmenting the data you will be able to achieve which of the following?
A Bid higher within your SEM advertising account
B Find insights that can help you identify where to make improvements
C Build better social media profiles
D Run advertising in other countries around the world
What is the benefit of using digital data?
A It can help you make informed decisions and improve online performance
B Digital data is always 100% accurate
C Digital data allows you to save money on offline analytics
D Using digital data allows you to automatically reach more customers
When it comes to web analytics, what insights can you gather using analytics tools?
A What websites users visit after leaving your website
B How you currently rank in search engines
C How people interact with your website
D How people interact with your competitors' websites
When using analytics programmes on your website, which of these do not fall under the category of a dimension?
A The device users access the site with
B The time a user spends on the site
C The browser a user uses to visit the site
D The geographical location of the user
What do website analytics allow you to do?
A Set up advertising accounts to drive continuous improvement
B Understand users behaviour and improve the effectiveness of your digital marketing efforts
C Interact with customers on your website to increase conversion
D Predict your users next move based on previous data
In the world of analytics, the time the user spent on your site is considered which type of data?
In the world of analytics, tracking the type of device the user accessed your site by is considered which type of data?
How do you handle data in analytics to gain greater insights into our audience's behaviour?
Fill the blank: When you link Google Ads with Google Analytics you are able to understand which ________ are driving performance.
A Organic keywords
B Social media ads
C Paid keywords
When creating a presentation based on lots of data, what principle should you bear in mind?
A Show all the information available, to give your audience as much context as possible
B Tailor your approach to your audience in order to tell a better story
C Stick to visual graphics only, as everyone will prefer this presentation format over tables and text
D Present all information in the same way because everyone interprets things similarly
Why should you avoid focusing on collecting as much data as possible?
A Vast quantities of data will take a long time to process
B Large amounts of data are harder to store online
C The right information, at the right time, is more valuable
D Spreadsheets have a limit on the amount of information they can store
Sell products or services online
When building your online product store, to make it as effective as possible you should look to optimise the performance by using images in what kind of way?
A Use images direct from the internet to ensure accurate file size
B Use images direct from the original manufacturer
C Ensure images are of a high quality
D Use detailed descriptions instead of images to help search engines
Which of these is not a benefit for businesses using fully integrated e-commerce platforms?
A Stock control
B Integrated invoicing
C The ability to track shipping
D Automated complaints process system
When trying to increase the product sales on your website, one way to achieve this is to_________?
A send multiple follow up emails once a purchase has been made
B show them remarketing ads with a variety of products
C provide the customer with relevant suggested purchases
D include a pop up on your website that they have to action before continuing
Fill in the blank: When you are considering the layout of the product pages, it is important to put them in ________ order?
C a constantly changing
When looking to introduce e-commerce functions to your website, which of the following would be the best first step?
A Build an online store with an integrated payment system
B Set up a web-based money transfer software like PayPal
C Invest in a new website platform
D Use other platforms such as eBay or Etsy
If a user abandons their shopping cart without making a purchase, one way to bring them back to complete the purchase is?
A SEM advertising
B Social advertising
D Email campaigns
Analytics can help optimise your website for which of the following?
A For different devices, navigation & search
B For different devices & social media profiles
C For email templates & social media profiles
D For navigation, search & video campaigns
Take a business global
Fill in the blank: When considering expanding a business internationally, the best place to start is to__________?
A use online tools to help you understand where there’s a strong demand for your products
B move the whole business to that country
C replicate your current business in as many countries as possible
D buy new domains for the country
Fill the blanks: When advertising internationally, you should make your business ______ to the new market, consider the ___________ and any possible ___________ implications.
A accessible | supply chain | legal
B affordable | supply chain | language
C exciting | customers needs | currency
D affordable | customer needs | legal
When looking to expand your business internationally on social media, what should you do first?
A Treat all social media channels the same
B Use popular phrases and memes for that area
C Analyse platforms popular in that area
D Not advertise at all, as other countries don't like social advertising
If you are looking to expand your company's presence online internationally, which of the following should you consider with regards to your online content?
A Translated by an automated tool only
B Translated but also locally adapted for the audience
C Translated into the native language
D Left the same, and not translated
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