AMA PCM Digital Marketing Exam Set #2
37. When you begin your social media marketing, what is the first step?
A. Analyze data B. Collect data C. Run tests D. All of the above E. None of the above Answer -
78. You can use ads.txt on publisher sites to identify
A. Approved Content Providers B. Targeted Audience Profiles C. Authorized Digital Sellers D. Display Ad Requirements Answer -
18. What are the elements, in order, of an inverted triangle?
A. Call to Action, Compelling Details, Graphic Element B. Subject, From, Preheader fields C. Grab attention, Build anticipation, Call to action D. CTR, Simple Push, CTOR Answer -
54. What is the LAST step in the sequence of writing a blog post?
A. Create your outline B. Come up with ideas C. Create your post title D. Add a conclusion E. Edit Answer - E. (Edit)
5. In terms of different tools for keyword research, which of the following can help you rank specific keywords, show what your competition is doing, and outline available opportunities?
A. Raven Tools B. Moz C. SEMrush D. Keyword Discovery Answer - B. (Moz)
40. True or False: When you tag someone, LinkedIn will notify that person of the tag.
Answer - A. (True)
21. True or False: Naming a piece "Newsletter" in an e-mail message can help customers learn more about the company and it's campaign
Answer - B. (False)
29. True or False: Marketers can use Google Ads when developing an e-mail strategy in order to determine the layout and formatting of an e-mail
Answer - B. (False)
33. True or False: When selecting an appropriate e-mail service provider, only large organizations need providers that offer features such as template builders and ability tools
Answer - B. (False)
36. True or False: To create ads, the only targeting option Facebook requires is country
Answer - B. (False)
+4. In terms of different toolsfor SEO, which of the following can help you audit your site, conduct keyword research, track the position of your keywords, evaluate your competitors, asses your competitor backlinks, and identify new opportunities?
xA. GTmetrix B. SEMRush xC. Screaming Frog SEO Spider D. Spyfu xE. Google Analytics Answer - B. SEMRush https://www.robbierichards.com/seo/best-seo-audit-tools/ Document.
*10. All of the following are keyword tools EXCEPT:
xA. Google Ads Keyword Planner xB. Bing Ads Keyword Planner C. Search Engine Journal xD. Keyword Discovery xE. Google Trends Answer - C. Search Engine Journal
22. What types of emails can be sent once customer segmentation has been achieved?
(yes)A. Welcoming new scuscribers B. Special offers based on demographics C. Abandon cart/form emails D. Demonstrating security savviness with COI E. All of the above Answer -
62. B2B marketers who blog receive _________ more leads than those who do not
A. 97% B. 50% C. 81% D. 67% E. 30% Answer - D. (67%)
99. Which of the following statements is correct for an HTML file?
A. </html> means opening a document, <html> means closing it B. Every single HTML file has a head at the top, just below the HTML tag itself C. All that goes into making a document work, such as links to external JavaScript files or style sheets, are at the head of the HTML document D. In the so-called Child and Parent tags, the head tag is nested within the body of an HTML document E. b and d Answer -
91. What is a squeeze webpage?
A. A page that gives just enough information to get a visitor to click through to the next part of the process B. A page designed to capture qualifying lead information from a visitor C. A page that attempts to get visitors to invite or share information with their friends D. A longer page that contains all of the information necessary about a product Answer - B. A page designed to capture qualifying lead information from a visitor
51. Facebook business profiles are
A. An additional social media outlet B. Expensive C. Not useful D. An extension of the brand E. B and C, but not A or D Answer - D. (An extension of the brand)
+13. Which of the following describes the role of a search engine?
A. Analyze and rank pages that contain the most keywords B. Provide users with billions of webpages to choose from C. Provide users with the best answer D. Prioritizes ranking big brands above smaller businesses Answer - C. Provide users with the best answer
66. When a person is at the TOFU (top of funnel), at which stage of the journey is her or she?
A. At the end of the sales funnel B. Aware of the brand but not ready to buy C. Ready to buy D. The buying lead Answer - B. (Aware of the brand but not ready to buy)
*3. Keyword Research can be used to obtain marketing intelligence and ongoing marketing opportunities. Which of the following can keyword research benefit?
A. Blogs B. Public relations C. Press releases D. Advertising E. All of the above Answer - E. All of the above
85. You can use Keyword filters in Google AdWords based on which of the following?
A. Certain bid B. Ad impressions C. The competition D. All of the above E. None of the above Answer -
60. Buyer personas are useful in __________
A. Choosing what kind of content to create B. Targeting the right topics that your buyers care about C. Creating content that is irrelevant to the individual personalities of your buyers D. All of the above E. A and B only Answer - E. (A and B only)
12. Which of the following steps is NOT included when reviewing a keyword list?
A. Collecting the keywords that peoples search most or all of the time. B. Clarifying the target audiences C. Identifying demographic Characteristics D. Removing untargeted keywords Answer - C. (Identifying demographic characteristics)
69. Which of the following does the cost of goods sold entail?
A. Cost of manufacturing the product B. Cost of advertising C. Cost of manufacturing and advertising D. None of the above Answer - A. (Cost of Manufacturing the product)
38. Which of the following is NOT one of the Top Tips for YouTubers
A. Create a website B. Use consistent branding C. Pay for advertising D. Optimize videos for search engine visibility E. Research your competitors Answer -
64. For which of the following options is a managing editor responsible?
A. Creation of brand voice, look, feel, and quality B. Writing and editing C. Vendor vetting and coordination D. All of the above Answer - A. (Creation of brand voice, look, feel, and quality)
65. Buyer Personas do not help with which of the following options:
A. Defining type of content to create B. Targeting the right topics C. Helping set tone and voice of content D. Creating content for each buying stage Answer - D. (Creating content for each buying stage)
46. Showcase pages are useful for all of the following EXCEPT:
A. Displaying every product and service you offer B. Featuring brands C. Sharing ongoing events D. Creating a personal brand reflecting a public figure E. reaching a unique audience for each page Answer - A. (Displaying every product and service you offer)
19. How many Email Service Providers should smaller organizations use?
A. Fewer than three - smaller organizations need fewer things to keep track of. B. As many as necessary - organization size does not dictate which or how many ESPs organizations need C. One - Today most ESPs have all the features marketing departments of any size need D. One - Chose a platform and work with the ESP to develop the features you need. Answer -
75. For multiple accounts, what tool on Google AdWords will help keep track of all accounts without having to log in and out of every account?
A. Filters B. AdWords Editor C. My Client Center D. All of the above E. None of the above Answer - C. My Client Center
55. The best time of day to send out a newsletter is _______
A. First thing in the morning B. Midday C. In the evening D. During commuting hours E. It depends on your organization Answer - E. (It depends on your organization)
93. Which of the following considerations should you take into account when registering a domain name?
A. Flexibility B. Memorability - using short URL C. Ensuring ownership of the domain; only the site owner can transfer the domain D. All of the above Answer -
45. What is the purpose of LinkedIn?
A. For people to find jobs B. To connect professionals to increase professionalism and productivity C. For recruiters to find candidates to fulfill jobs D. For entrepreneurs to make connections E. All of the above Answer -
44. On Twitter, you'll be gaining _____, whereas on Facebook you will be gaining ______.
A. Friends, Fans B. Fans, Followers C. Followers, Likes D. Brand Awareness, Sales E None of the above Answer - C. (Followers, Likes)
57. Which of the following is the best definition of relevant content?
A. Generalized content for a large demographic of people, not for individuals B. Content that shares information about current events happening in your geographic region C. Personalized content that speaks to your audience's specific needs, pains, goals, and desires D. Personalized content that exposes your audience to topics that they are not interested in E. Similar to "noise," relevant content is an interruption for your audience as they're doing their own research Answer - C. (Personalized content that speaks to your audience's specific needs)
67. Pay-per-click ads help marketers do which of the following?
A. Generate leads B. Drive traffic to educational content C. Manage content marketing costs effectively D. All of the above Answer - D. (All of the above)
56. Gating all content is a good strategy for which of the following options?
A. Growing thought leadership B. Scoring leads C. Generating leads D. All of the above Answer -
35. Which of the following options is NOT a measurement tool for online communities?
A. Hootsuite B. Google Analytics C. Basecamp D. Twitter Insights E. Facebook Insights Answer - C. Basecamp
76. Which kind of filter does the dimensions tab allow you to create?
A. Hours of the day B. Geographic location C. User location D. All of the above Answer -
97. Which of the following statements is NOT the appropriate way to describe JavaScript?
A. JavaScript is a scripting language based on the ECMAScript standard B. When writing JavaScript, HTML must be used to enclose a script tag C. In a JavaScript tag, the "CamelCase" naming method capitalizes the first word and then uses lowercase for every word thereafter D. Assigning a value to the variable is an essential step within a JavaScript tag Answer -
14. What is SEO (search engine optimization)?
A. Keeping your website up with the newest versions of Google Search, Yahoo Search, and Bing. B. Improving your website so it has better rankings in organic search results C. Using digital advertising services like Google AdWords to optimize your marketing budget D. Improving your website so it has better rankings in paid search results. Answer - B. Improving your website so it has better rankings in organic search results
81. Google provides these tools to help with search engine marketing
A. Keyword Planner B. Autocomplete C. Correlate D. Trends E. All of the above Answer -
74. Examples of SERP Features on Google include
A. Knowledge Panel B. Local Teaser Pack C. Knowledge Card D. News Box E. All of the above Answer - E. All of the above
100. There are several important factors that lead many of the mobile technologies, solutions, strategies, and tactics to be employed differently by mobile marketers in the world, except...
A. Language, social norms B. Population C. Geography D. Average per capita income E. Average mobile penetration rates Answer -
34. When Designing an email, what is the most important element to increase the chance of the receiver opening the e-mail.
A. Length of the subject line B. Sender Name C. Subject Text D. Text in the preview Answer - B. (Sender Name)
71. The more relevant ads are to an audience, the more successful an advertising campaign will be. Which one of the following targeting options does Facebook NOT offer?
A. Location B. Demographics C. Income D. Connections E. Customer audience Answer -
84. The most expensive bids are usually for
A. Long Tail, Branded keywords B. Head Term, Branded keywords C. Head Term, Unbranded keywords D. Long Tail, Unbranded keywords Answer -
68. Which is the correct sequence to designing an effective blog?
A. Make it visual, have clear conversion goals, and make sure you have multiple paths to social B. Determine how many employees need access, choose which platform to use, and create blog content C. Make it visual, make it interactive, and update it regularly D. Choose an appropriate domain name, determine a color scheme, and include strong visuals E. Ensure multiple paths to social media, include strong visuals, and include music Answer - A. (Make it visual, have clear conversion goals, and make sure you have....)
86. On Internet and mobile, which of the following is not a critical element for content marketing that aims to capture customers' attention in a way that provides value and cohesive experience to an audience?
A. Multicolor background B. Stackable pieces of content C. Meaningful Images D. Videos and sounds E. Easy to share and interact with others Answer -
32. Should email designs be "mobile first"
A. No - Mobile and desktop should be considered equally B. No - Mobile emails can't contain the brand elements necessary for effective email marketing C. Yes - Half of all users read emails on a mobile device and mobile designs work well across all reader types D. Yes - Mobile is a more cost-effective way to design Answer -
39. Facebook is showing a decline in a page post's ability to have...
A. Organic reach B. Many fans C. Cheap business pages D. Ad-free zones E. Authentic followers Answer - A. (Organic Reach)
49. Which of the following Facebook ads and their specific goals are matched correctly?
A. Page Post Engagement Ads - Drive awareness and engagement B. Offer Claim Ads - Offer special discounts or promotions C. Page Likes Ads - Show people a list of likes and engage with their social networks D. App Install and Engagement Ads - Drive people directly to your mobile app for installs or re-engagement. Answer - B. (Offer Claim Ads)
48. Growth on Facebook is hinged on your ability to _____.
A. Pay for followers B. Extend your brand enough C. Engage with fans D. Pay for advertising E. Have a business, not a personal, page Answer -
90. What is the most common payment structure for search marketing?
A. Pay-per-click B. Pay-per-impression C. Pay-per-view D. Pay-per-search Answer -
94. What is the definition of bounce rate?
A. Percentage of visitors who arrive at your website and leave after less than 60 seconds B. Percentage of visitors who arrive at your website and leave after less than 90 seconds C. Percentage of visitors who arrive at your website and leave after visiting only one page D. Percentage of visitors who arrive at your website and leave after visiting less than 3 pages Answer - C. Percentage of visitors who arrive at your website and leave after visiting only one page
16. When creating a keyword spreadsheet, which of the following is the first step?
A. Prioritize your list based on average monthly search count B. Make a comprehensive list of relevant "seed" keywords and potential keyword candidates C. Cull and eliminate irrelevant keywords or overly competitive keywords D. Check for a mix of head and long-tail keywords Answer -
41. Which of the following options is a benefit of unpaid media?
A. Rapid growth B. Scalability C. Organic growth D. Initial success Answer -
25. What methods can improve an email marketing program?
A. Researching B. Projecting results C. Validating D. Evaluating E. All of the above Answer - E. All of the above
28. In an email marketing program, objectives are set to measure success against
A. Revenue generated B. Engagement rates C. Unsubscribe rates D. List growth E. All of the above Answer -
73. SERP stands for
A. Search Engine Response Page B. Standard Ecommerce Results Page C. Site Extension Review Panel D. Search Engine Results Page Answer - D. Search Engine Results Page
8. All of the following options are keyword databases EXCEPT:
A. Search engines xB. Google AdWords xC. Keyword Discovery D. Toolbars E. Internet Service Provider Data Answer - https://backlinko.com/keyword-research-tools
+17. In a page structure, the functionalities of an HTML markup include which of the following?
A. Search engines that need HTML markup to evaluate and find the keyword relevance for specific items.B. Instructions to build the page C. Web browsers that use HTML markup to format text D. All of the above Answer - D. All of the above Page 363
96. Text messaging, also known as SMS, is the cornerstone of leading marketers' mobile marketing programs. Which of the following is not an approach to build out your SMS strategic plan?
A. Set up your budgets B. Get your campaigns approved by the mobile operators C. Create an alert service subscription program D. Email your text messages to customers E. Build your messaging database Answer -
70. Which of the following are ways to improve a quality score?
A. Sitelink extensions B. Call extensions C. Location extensions D. E-commerce stores E. All of the above Answer -
77. Fill in the blank: When selecting keywords, they should not be _______.
A. Specific B. Associated with multiple product categories C. Used by customers D. Grouped by themes Answer - B. (associated with multiple product categories)
24. Which of the following methods is effective for creating an appropriate e-mail subject line?
A. Stay away from clickbait subject lines B. Use customers' name (sparingly) C. Be creative D. Be direct, get to the point E. All of the above Answer - E. (All of the above)
26. Which of the following methods is effective for creating an appropriate e-mail subject line?
A. Stay away from clickbait subject lines B. Use customers' name (sparingly) C. Be creative D. Be direct, get to the pointE. All of the above Answer - E. (All of the above)
72. Which of the following options is not a function of a keyword planner?
A. Suggested keywords B. Display of average monthly searches for keywords C. Competition level for each keyword D. Creating an AdWord campaign Answer - D. Creating an AdWord campaign
63. What makes Wordpress.org the number one blog platform
A. They create your blog's look and feel for you B. They make a domain name for you that you cannot change C. There are no extra plugins for you to explore, keeping the blog setup simple and user friendly D. You have access to many developers to help customize your blog. E. It's tailored for a more advanced user Answer - D. ( You have access to many developers to help customize your blog)
87. Cascading style sheets, or CSSs, can be used in which of the following ways?
A. To embed the CSS directly within the HTML document B. To create its own CSS file and then link to it from an HTML file C. To use as a markup language as well as a presentation language D. A, B, and C E. A and B Answer -
30. Which are types of emails sent with an automation tool?
A. Triggers and replies B. Activation/Deactivation C. Enhanced e-receipts/Upsells D. A and B only E. All of the above Answer -
43. Which of the following is the most important brand element on Twitter?
A. Username B. Page C. Followers D. Tweets E. All of the above Answer -
2. Which of the following is the most effective way to measure SEO (search engine optimization) performance?
A. Using web analytics tools to understand the search keywords that led visitors to your site B. Measuring the increase in cost for competitive paid search keywords C. Measuring the number of mentions you are receiving on social media through the use of search engines D. Calculating the number of pages that have been indexed by search engines. Answer - A. (Using web analytics tools to understand the search keywords that led visitors to your site)
82. When working in the Detailed Targeting section, which of the following should be considered when creating ads?
A. When you add two behaviors in your behavior targeting, the two behaviors have an and/or relationship B. Connection targeting, which helps control whether ads appear to people who already have a connection with you on Facebook C. Connection targeting, which can help show ads to people who already have a connection with your page or exclude people who already have a connection with you from seeing the ad D. A & C E. A, B, & C Answer - D. (A & C)
*7. What HTML tag parameter can help improve a page's search engine ranking?
A. ismap B. src xC. align D. crossorigin Answer - B. src https://html.com/attributes/img-alt/ https://www.greengeeks.com/blog/2019/01/03/html-tags-for-seo/
23. Recommendation engines are used only for e-commerce on a website.
Answer -
31. Subject lines are the single most important factor to increase open rates
Answer -
47. True or False: If someone is a first-level connection, you can just send them a message.
Answer -
50. True or False: Spend is one of the most important metrics to measure Facebook ad success.
Answer -
83. True or False: Optimal results come from targeting the right people at the right time with the right message.
Answer -
88. True or False: Mobile marketing is connecting, engaging, and influencing individuals through and with mobile technology.
Answer -
89. True or False: Cascading style sheets, or CSSs, are used to control both the visual and nonvisual presentation of web pages.
Answer -
92. True or False: HTML files, CSS files, and JavaScript files are really nothing more than just plain text files.
Answer -
95. True or False: The practice of mobile marketing is still quite young in the scheme of things and not all industry pieces are in alignment.
Answer -
98. True or False: Having working knowledge of HTML, CSS, and JavaScript are essential basic skills that a qualified web designer should have.
Answer -
15. True of False: A page's scanability is crucial for maintaining the attention of and connection with searchers
Answer - A. (True)
20. True or False: When the intention of an email ad is to delight customers, marketers should include only .gifs and never video links
Answer - A. (True)
27. True or False: All sender e-mails should include name and company instead of using a catch-all "from" name and e-mail address
Answer - A. (True)
42. True or False: Click-through rate means the percentage of people visiting a web page who access a link to an ad
Answer - A. (True)
52. True or False: The key to a successful newsletter is a call to action
Answer - A. (True)
53. True or False: Demographics are quantifiable identifiers that characterize your buyer population, consisting of, for example, industry, years of experience, gender, age, location, or income
Answer - A. (True)
79. True or False: Facebook organizes advertisements into three levels: campaigns, ad sets, and ads themselves. This structure makes it easier to organize, optimize and measure the performance of ads
Answer - A. (True)
80. True or False: Click-through rate means the percentage of people visiting a web page who access a link to an ad
Answer - A. (True)
9. True or False: Keywords represent how people engage in short-format thinking as a means to summarize their needs when typing into a search engine.
Answer - A. (True)
59. True or False: Promotional Channels do not play a role in choosing the content type
Answer - B. ( False)
61. True or False: A good way to encourage new people to have access to your newsletter is to manually add them to your mailing list
Answer - B. (False)
58. True or False: Thought leaders rely on existing best practices to develop new best practices
Answer - B. (True)
**11. True or False: In keyword competition, the amount of search volume plus the amount of competition equals the level of opportunity.
Answer - False
*6. True or False: Searchers tend to interact with content in a linear process by reading left to right in a sequential format.
Answer - True https://www.oreilly.com/library/view/designing-interfaces/0596008031/ch04.html
*1. Which of the following are NOT image SEO best practices?
xA. Use alt text that appropriately describes the image xB. Use concise, intuitive, keyword-friendly image file names xC. Compress large images to reduce file size D. Use JavaScript or plugins to hide the images from Googlebot Answer - D. Use JavaScript or plugins to hide the images from Googlebot https://blog.rankingbyseo.com/image-seo/
