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      Fundamentals of Digital Marketing Answers 2019 - Google Digital Garage Exam - Digital Skills - Digital Unlocked - English

      Fundamentals of Digital Marketing Answers 2019 - Google Digital Garage Exam - Digital Skills - Digital Unlocked - English

      https://www.certificationanswers.com/en/category/google-digital-garage-exam-answers/


      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.


      Some questions:

      The increased use of the Internet presents a lot of potential for which types of businesses?

      All businesses

      Small business owners

      International businesses

      Local businesses

      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?

      Keyword Planner

      Ad Gallery

      Ad Preview Tool

      Analytics

      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?

      E-commerce

      Display advertising

      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.

      Hyperlink

      Return link

      Menu bar

      Breadcrumb

      Which of the following is something you'll probably want to exclude from your website?

      Prices

      A lot of deep scientific information and detailed statistics

      Special offers

      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?

      Audience segmentation

      Long-term projections

      Financial viability

      Board decisions

      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?

      Androids

      Interns

      Automatons

      Bots

      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

      Business directories

      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?

      Colour scheme

      Recycled content

      Inspiring business name

      Site popularity

      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

      Keyword research

      When it comes to search ads, which of the following could dictate how an ad will perform against a competitor?

      Social media following

      Bid value

      Domain authority

      Average number of visitors to the company's website

      Fill in the blank: Short strings of specific keywords with low search volume are called ___________.

      Long-hair keywords

      Long-tail keywords

      High-relevance keywords

      Top-tail keywords

      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

      Return Policy

      Company Policies

      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?

      Pay-per-click advertising

      Organic advertising

      Search box marketing

      One-click advertising

      In an SEM auction, your Quality Score is based on which aspect of your ad?

      Bid

      Relevance

      Wit

      Length

      Fill in the blank: It's possible to determine how well a/an ___________ will perform without bidding on it.

      Auction

      Website

      Keyword

      Advert

      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.

      Exact Match

      Random Match

      Direct match

      Close match

      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"

      "bike shops"

      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?

      Text messages

      Pull notifications

      Push notifications

      Email notifications

      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 names

      People's address

      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.'

      Marketing channels

      Demographics

      Audience segmentation

      Group dynamics

      Fill in the blank: When describing the purpose of content, what is missing? 'To entertain, to inspire, to _______ and to convince'.

      Humour

      Please

      Surprise

      Educate

      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?

      Session duration

      Page views

      Referral traffic

      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 ________.

      Audio

      Video

      Text

      Images

      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?

      Sourcing keywords

      Defining your audience

      Writing content

      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?

      Site search

      Acquisition

      Behaviour

      Search Console

      Which type of data relates to a metric that can be represented with a number?

      Quantitative

      Qualitative

      Holistic

      Customer

      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.

      'Why'

      'How'

      'When'

      'Who'

      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?

      Bar chart

      Pie chart

      Table

      Heat map

      What would be beneficial to include on a product description page?

      Previous versions of the product

      Links to other suppliers

      Reviews of the product

      Price comparisons

      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?

      Google translate

      Native speakers

      Translation software

      Language guide

      Before starting to promote products to other countries online, what could you use to gauge demand for your product in that specific market?

      Translation software

      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?

      Email marketing

      Print advertising

      Retargeting advertising

      Search advertising

      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?

      Debit cards

      Credit cards

      Paypal or Worldpay

      Bank transfers

      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

      B Numbers

      C 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?

      A Technology

      B Cost

      C Scope

      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.'

      A index

      B crawl

      C investigate

      D rank

      What is the term we use to describe how search engines categorise each piece of content?

      A Listing

      B Crawling

      C Indexing

      D Ranking

      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.

      A relevance

      B conversion

      C clicks

      D importance

      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.

      A prevent

      B secure

      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

      B Apostrophes

      C Italics

      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?

      A Paid

      B Owned

      C Earned

      D Published

      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.

      A prioritise

      B highlight

      C hide

      D promote

      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

      B Reacquiring

      C Readvertising

      D Retargeting

      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?

      A Conversion

      B Clocking

      C Metric

      D Dimension

      In the world of analytics, tracking the type of device the user accessed your site by is considered which type of data?

      A Conversion

      B Dimension

      C Access

      D Metric

      How do you handle data in analytics to gain greater insights into our audience's behaviour?

      A Partition

      B Sample

      C Segment

      D Extract

      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

      D Directories

      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?

      A price

      B hierarchical

      C a constantly changing

      D alphabetical

      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

      C Retargeting

      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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