D378 Digital Marketing Science: All lesson assessments

A consumer leaves a favorable review on a brand's social media campaign about a new line of products. The consumer explains how they decided to stop supporting companies that test products on animals and how they plan to choose only brands that are labeled cruelty free, such as those from the company they reviewed. Which tactic is this consumer demonstrating? A. "Buycotting" B. Intent targeting C. Upselling D. Behavioral marketing

A. "Buycotting." Buycotting is what happens when a consumer is making their preferences known by choosing products, services, or organizations that speak to their values.

What are two advantages of split A/B testing? Choose 2 answers. A. Conversion rates can be increased. B. Several ideas can be tested at once. C. Advanced tools are not required. D. Results can be used in future tests.

A. "Conversion rates can be increased" is correct. A split test is a method of conversion tracking that explores which variation of a message is the most effective. Various versions of the message are seen by visitors, with variables such as which size "Buy Now" button is most effective in generating sales. The results of the test are tracked to determine which is most effective to increase conversion rates. C. "Advanced tools are not required" is correct. Split testing is easy to perform and does not require advanced tools or analytics. Split testing is used to test a variety of factors on a web page, such as the subject line, call to action, and graphics. Two versions of the web page will be identical except for the factor being tested. Whichever version generates more activity from the user is adopted for use on the site.

What are two ways to optimize social presence using social media? Choose 2 answers. A. Incorporate keywords into posts B. Include visually appealing content C. Use a single social media outlet D. Automate the same content across all networks

A. "Incorporate keywords into posts" is correct. Using keywords as hashtags when appropriate in posts, image captions, headlines, and the bios of social profiles will increase visibility. It is essential that users searching on social media can easily find a company's content. B. "Include visually appealing content" is correct. Including social-friendly posts that are visually appealing with images and videos and using calls to action will help drive traffic and clicks. Videos and images tend to boost a brand's social presence, garner attention, and drive traffic.

What are two characteristics of paid search? Choose 2 answers. A. It has an immediate effect. B. It builds brand loyalty. C. It is easy to measure. D. It occurs on the brand's website.

A. "It has an immediate effect" is correct. Paid advertising can have an immediate effect because ads can begin bringing in conversions as soon as they are live. When people search for the keyword, paid advertising can put the ad in front of them immediately. C. "It is easy to measure" is correct. Paid advertising is easy to measure because a company can see exactly how much it is spending on an ad, how many people are clicking on the ad, and how many people buy after clicking on the ad.

What are two advantages of a marketer distributing mobile coupons during a mobile incentives promotion? Choose 2 answers. A. It increases a customer's brand loyalty. B. It enables access to real-time redemption reporting. C. It provides a significant increase in profits. D. It reaches more individuals than traditional incentives.

A. "It increases a customer's brand loyalty" is correct. Customers who are loyal to a product or service will feel valued and appreciated if the company delivers value and offers discounts and incentives from time to time. In addition, coupons may encourage customers to try different company products that they would not have normally purchased at regular prices. B. "It enables access to real-time redemption reporting" is correct. As soon as a customer redeems a mobile coupon at a store or online, the marketer is made aware of the purchase since data is recorded as it occurs.

Which two marketing components are important to consider during the hypothesis stage of the conversion rate optimization (CRO) process? Choose 2 answers. A. Value proposition B. Audience targeting C. Call to action D. Acquisition cost

A. "Value proposition" is correct. Value proposition specifies how a company, product, or service is better than the alternatives or its competitors. Consider the importance of the audience when creating a hypothesis about the value proposition. A good value proposition should connect to the company's audience. C. "Call to action" is correct. Call to action is the specific goal that an organization puts in front of customers and prospects, such as a "Buy Now" or "Sign Up for More Information" button. The call to action should be considered during the hypothesis stage of the conversion process.

What is a content management system (CMS)? A. A marketing program used to create and update digital content B. The planning, development, and updating of content within a campaign C. The process of making digital content available through a variety of channels D. A shareable resource used to plan and schedule content marketing activities

A. A marketing program used to create and update digital content. This is the definition of a CMS, which gives users the ability to update websites within an online program. A CMS does not require extensive coding or technical knowledge.

A business owner creates two digital marketing campaigns whose only difference is the photo of the product. The business owner does this to assess which photo is more effective. A. A/B testing B. Beta testing C. Dynamic content D. Varied design

A. A/B testing. A/B testing is specifically meant to test one version of something versus another, whether it is a subject line, introduction, button color, or photo, as in the example given.

A large ice cream company plans a social media campaign with the objective of increasing the company's profits by 75 percent over the next two months. Which specific, measurable, attainable, relevant, time-bound (SMART) characteristic is missing from this objective? A. Attainable B. Measurable C. Time-bound D. Relevant

A. Attainable. A large ice cream company should not expect to increase profits by 75 percent within two months, especially not from a social media campaign. Therefore, this characteristic is missing from the objective.

A marketing team is evaluating its social media platforms and decides to choose one to focus on for organic growth. What should the team consider when choosing a platform? A. Audience B. Location C. Influencers D. Budget

A. Audience. It is most important to know the demographic the team wants to reach and with what platform when referring to organic posts.

When in the awareness, interest, desire, and action (AIDA) sales cycle is a broad match keyword strategy most effective? A. Awareness B. Interest C. Action D. Desire

A. Awareness. The Awareness stage would feature informational searches looking for a wider variety of topics and options; therefore, a broad match modifier would be most effective.

How can a designer help a website's URL to be search engine friendly? A. By making it as short as possible B. By ensuring that unique content has several URLs C. By using linking words D. By using several keywords

A. By making it as short as possible. In search results, short URLs will prevent them from being truncated.

A photography studio posts pictures of its special maternity package to its social media page, with instructions to click on the link in the bio and then enter a coupon code. Which element of social media marketing is this studio using? A. Call to action B. Sponsored content C. Branded content D. Design a strategy

A. Call to action. These methods ask the consumer to do something to further their engagement with the brand, making this a call to action.

How is click-through rate (CTR) calculated? A. Clicks/impressions B. Conversions/clicks C. Cost/clicks D. Clicks/engagement

A. Clicks/impressions. Click-through rate is calculated by dividing the total number of clicks by the total number of impressions.

A marketing team changed the call to action (CTA) on a landing page to encourage visitors to complete a form to sign up for the company's latest offer. The CTA change resulted in an increase in the number of sign-ups for the offer. What did the company execute when increasing sign-ups with its landing page form? A. Conversion rate optimization (CRO) B. Key performance indicator (KPI) C. Pay per click (PPC) D. Search engine optimization (SEO)

A. Conversion rate optimization (CRO). Conversion rate optimization (CRO) is defined as improving the number of potential customers who take a desired action. By changing the language on the CTA button, the team increased clicks and optimized the landing page's conversion rate.

Which strategy reflects the company's goal to increase the percentage of visitors who engage with their content and complete desired actions? A. Conversion rate optimization B. Pay per click C. Search engine optimization D. Search engine marketing

A. Conversion rate optimization. Conversion rate optimization focuses on getting visitors to take a desirable action, such as purchasing a product, after already having been driven to the website.

The focus of a brand's second-quarter goals is to target ads to reach consumers who are prepared to buy. Which metric should the brand focus on for its bid strategy? A. Conversions B. Impressions C. Clicks D. Views

A. Conversions. When a company wants ad interaction to result in product purchases, it would choose conversion as its bid strategy. This bid strategy may result in fewer clicks, but it is aimed at consumers who are ready to buy.

A visitor went to a website and downloaded product specifications and pricing information. Which stage of the purchase funnel is being described? A. Desire B. Awareness C. Action D. Interest

A. Desire. Customers who download product specifications and pricing information from a website are likely at the desire stage of the purchase funnel.

Before launching a digital marketing campaign, a brand wants to gauge how well it is performing against industry competitors. Which step in the conversion rate optimization (CRO) process should be taken? A. Establish a benchmark for conversion rate. B. Evaluate and collate results for clarity. C. Make a hypothesis. D. Perform tests to determine activity.

A. Establish a benchmark for conversion rate. Before launching a digital marketing campaign, the marketer performs research, and a benchmark for conversion rate should be established. It helps the marketer determine if the conversion rate is better, the same, or worse than key competitors so that adjustments can be made as necessary.

Which stage of a digital marketing strategy asks, "Where are we now?" A. Research B. Measure C. Execute D. Plan

A. Research. Stage 1 of the digital marketing strategy is the research stage, which is the "Where are we now?" stage.

Which rate is a key metric to consider when assessing the success of a QR code? A. Scan B. Open C. Subscriber retention D. Click-through

A. Scan. The scan rate is the key metric to assess with QR codes. Once a code has been scanned, the marketer can see if the user has taken a specific action, such as following a business page on a social media platform or downloading an app.

A beauty company tracks hashtags, retweets, and comments associated with the launch of its new lip gloss. Which metric is this company measuring? A. Sharing metrics B. Sales metrics C. Lead generation metrics D. Consumption metrics

A. Sharing metrics. Each of the elements the company is tracking involves social media users sharing information about the product launch with others.

Which type of content metric includes referral traffic? A. Sharing B. Sales C. Leads D. Consumption

A. Sharing. Sharing metrics include how content is shared and how those shares affect traffic on all platforms, including referral traffic to a brand's website.

A company follows influencers who are relevant to its audience so it can stay current on trends and better understand potential customers. Which tactic is this company practicing? A. Social media monitoring B. Reputation management C. Brand advocacy D. Brand engagement

A. Social media monitoring. Social media monitoring follows relevant influencers and trends as a type of social media marketing strategy that informs an organization's content, tone, and other aspects of its social media presence.

Which scenario is an example of conversion rate? A. The number of people who clicked a link divided by the number who opened the email B. The number of individuals who opt out of a mailing list divided by the total number of emails delivered C. The number of customers who purchased more than once divided by the total number of customers over a given time period D. The number of individuals who leave the site after reviewing the home page divided by the total number of visitors

A. The number of people who clicked a link divided by the number who opened the email. The number of people who clicked a link divided by the number who opened the email is an example of conversion rate. The conversion rate is a metric that shows how many visitors to a website or application, out of the total number of visitors, complete an action.

Which example reflects an integrated digital marketing strategy? A. The producers of a film release TV commercials and place paid ads on search engines that drive users to an interactive website made to appear as if it is run by characters from the film. B. The owners of a restaurant buy advertising space on a food blog, attach coupons to delivery bags, and send direct mail ads to residents in the immediate area. C. The curators of a new museum exhibit hire a web developer to create a website where users interact with virtual art pieces, with the possibility of changing the works into new pieces. D. The publisher of a new novel promotes on its social media a multicity speaking tour for the author as well as different Twitter Q&A sessions.

A. The producers of a film release TV commercials and place paid ads on search engines that drive users to an interactive website made to appear as if it is run by characters from the film. In this scenario, the marketing team links the various methods of advertising together to create a single, integrated experience.

Which location is it crucial for a designer to place keywords in? A. The title tag B. The ID attribute of a DIV tag C. The website footer D. The alt tag

A. The title tag. The title tag is the most important location for keywords because title tags are the first thing a search engine scans, and they correspond to the link users see in the search engine results. Keywords should be placed closer to the beginning of the tag for better results.

How do algorithms affect the reach of a company's social media marketing campaigns? A. They show consumers content from companies they have interacted with in the past. B. They allow users to connect and share information about their favorite brands. C. They limit the campaign to members of the target audience. D. They enable companies to target consumers who have no purchase history.

A. They show consumers content from companies they have interacted with in the past. Algorithms make use of users' online history to determine the types of sites and products they would be most interested in.

What is the purpose of search engine indexing? A. To deliver quick access to information when a user conducts a search B. To provide links in a structured format to make browsing easier C. To gather and store data about each web page on the web D. To allow users quick exploration using multiple engines

A. To deliver quick access to information when a user conducts a search. The indexing process is the way search engines organize information in advance of a search. This allows them to respond to queries very quickly.

When should a broad match strategy for keywords be implemented? A. When the campaign needs a boost to be seen by more people B. When the company wants to avoid tracking conversions on mobile devices C. When the campaign plans to advertise on multiple search engines D. When the company has a small ad budget to work with

A. When the campaign needs a boost to be seen by more people. Using a broad match strategy can get the ad in front of more people and garner more views. If a campaign is not seeing much traffic and needs a boost, choosing a broad match strategy can be beneficial.

Which two actions are a part of the measuring stage of building a digital marketing strategy? Choose 2 answers. A. Conducting A/B testing B. Analyzing website traffic C. Setting SMART objectives D. Calculating return on investment (ROI)

B. "Analyzing website traffic" is correct. Analyzing website traffic is a component of measuring the effectiveness of the digital marketing strategy, allowing companies to determine whether the strategy has increased website visits as desired. D. "Calculating return on investment (ROI)" is correct. Calculating return on investment (ROI) of a marketing strategy is a means of measuring the financial benefits of the strategy against the money invested in implementing it.

Which two metrics should marketers consider when measuring the success of mobile advertisements? Choose 2 answers. A. Bounce rate B. Click-through rate C. Opt-out rate D. Conversion rate

B. "Click-through rate" is correct. Click-through rate of an advertisement is the number of clicks it receives divided by the number of times it is shown. A high click-through rate indicates that users find the ad relevant or helpful. D. "Conversion rate" is correct. Conversion rate determines how many users took valuable action, such as purchasing a product or signing up for an e-newsletter, after viewing an advertisement.

A satisfied customer highlights a product on their social channels and acts as an evangelist for the brand. Which stage of the digital customer life cycle is the customer in? A. Experience B. Advocacy C. Purchase D. Consideration

B. Advocacy. The customer is acting as a brand advocate by promoting the brand on their own channels and is, thus, in the advocacy stage.

What should a marketer consider in addition to demographics when defining the target audience? A. Thought leadership B. Consumer intent C. Brand advocacy D. Social authority

B. Consumer intent. Consumer intent expands on what a marketer knows about the audience through demographics and provides insight into what motivates consumer purchases. By considering demographic and consumer intent data, as well as referral traffic and purchase history, you will be able to develop a clearer picture for the audience and what motivates their purchases.

How can a designer make a company website mobile friendly? A. Use style sheets for one-page content B. Create a responsive design C. Incorporate pop-up advertisements D. Use a small, readable font

B. Create a responsive design. A responsive design allows a designer to easily flow content across all screen sizes and resolutions and to make sure that it looks good on all devices.

A marketing team is running a social media campaign. The team wants to report on the number of times users interact with a post. Which metric should the marketing team track? A. Follower growth B. Engagement C. Reach D. Impressions

B. Engagement. This is the number of times users interact with a post.

Which stage of a digital marketing strategy involves launching campaigns and engaging customers through social media? A. Research B. Execute C. Measure D. Plan

B. Execute. The execute stage is when marketers work on putting their plan in action to achieve their goals by launching the campaigns, promoting content, and engaging customers.

A marketer has tailored the content of advertisements to a virtual zone. The user who has an app for a specific coffee shop walks by the store and receives information on daily specials in a short message service (SMS) from a beacon. Which type of marketing technique is being described? A. Loyalty program B. Geo-fencing C. Responsive design D. Geo-targeting

B. Geo-fencing. Geo-fencing is the process of defining an area in which to advertise. Using GPS or radio frequency identification (RFID), geo-fencing delineates a geographic boundary. Marketers can isolate triggers that apply when a mobile device enters or exits a virtual zone. A trigger can be a text message, an email alert, or an app notification. This scenario describes geo-fencing because it shows how it is used to engage customers based on their hyper-local locations.

What should a company do to promote products to its social media account subscribers or converted leads? A. Increase followers B. Hire influencers C. Attract prospects D. Talk to customers

B. Hire influencers. Influencers are popular, powerful, or knowledgeable individuals who have significant influence on their audience and the distribution of information. Their endorsement of a product is powerful amongst fans and followers.

A pet grooming business wants to engage its customers on social media and establish itself as a trusted voice in pet grooming techniques. Which social media tactic should help the business accomplish both goals? A. Asking a question about pet grooming B. Hosting a live stream about pet grooming C. Commenting on satisfied customers' posts D. Posting pictures of customers' pets with the hashtag #fluffy

B. Hosting a live stream about pet grooming. Hosting a live stream is a great way to engage an audience, and a brand can plan ahead to provide useful information in the stream, helping to establish the brand as a trusted voice.

How has social media marketing changed traditional sales funnel models? A. It has resulted in less brand loyalty due to the array of options, even while following a traditional funnel model. B. It has broadened consumers' selection of brands as they move through the sales cycle and has pushed them to evaluate satisfaction after purchase. C. It has weakened the funnel structure since companies cannot always depend on their messages reaching the right people. D. It has resulted in so many options that consumers have to narrow them down more quickly, resulting in a tighter funnel.

B. It has broadened consumers' selection of brands as they move through the sales cycle and has pushed them to evaluate satisfaction after purchase. Social media marketing has resulted in a more cyclical model in which consumers are exposed to new options throughout the process and continue to assess their satisfaction and loyalty after purchase, potentially leading to a new purchase.

Customers contact a company through a search engine, visit its social media page, and sign up for a newsletter at a later date. A percentage of the credit is given for the first and third touchpoints, with the remainder going to the social media site visit. Which attribution model is being described? A. Time-decay B. Position-based C. Last-touch D. Linear

B. Position-based. According to position-based attribution, a value is assigned to the first channel, say 35%, and a value is assigned to the last channel. The idea is that credit should be allocated for first-touch awareness activities and last-touch activities that lead directly to sales. The middle channels are equally credited with the remaining sales credit; however, this can still lead to overestimates or underestimates. This scenario describes a percentage of the credit being given for the first and third touchpoints, with the remainder going to the social media site visit.

A travel company wishes to partner with an influencer as part of its content marketing plan. Which criteria will help the company determine this influencer's level of expertise? A. Reach B. Social authority C. Cost D. Brand advocacy

B. Social Authority. This metric tracks how often an influencer is reposted or quoted by other social media users, which helps establish the influencer's credibility in the industry.

Which organization oversees companies' messages to potential customers to evaluate the legitimacy of the information? A. The U.S. Patent and Trademark Office B. The National Advertising Review Board C. The Digital Marketing Institute D. The Federal Trade Commission

B. The National Advertising Review Board. In general, advertisements must follow standards that are determined by the National Advertising Review Board to provide truthful and transparent content.

Which component of a digital marketing plan provides an overview of market research, current digital marketing efforts, and a company's competition? A. Campaigns B. Situation analysis C. Executive summary D. Organizational mission

B. The situation analysis provides a sense of current market conditions, such as customer data, competition, and current digital marketing plans that might affect the project.

Which role do demographics play in social media marketing? A. They help companies find ways to appeal beyond their target audiences. B. They help companies select the appropriate platform and curate content to reach target audiences. C. They help companies monitor the reach of their marketing campaigns. D. They help companies understand the motivations and attitudes of consumers so that they can meet their needs.

B. They help companies select the appropriate platform and curate content to reach target audiences. Understanding demographics helps companies know who uses which platform and what type of content is most likely to be successful on a given platform.

Which specific, measurable, attainable, relevant, and time-bound (SMART) characteristic refers to deadlines, starting and ending points, and fixed durations? A. Relevant B. Time-bound C. Measurable D. Specific

B. Time-bound. Time-bound objectives should have deadlines, start and end points, and fixed durations.

What is the purpose of a website owner using a robots.txt file? A. To provide details on recent updates to a website B. To avoid development pages from being indexed C. To redirect a search engine to new versions of web pages D. To make web pages available on the internet

B. To avoid development pages from being indexed. A robots.txt file can prevent a development server or an area or a website or private content from getting indexed. If a search engine (e.g., Google) indexes a development, testing, or staging site, the website owner may end up with search results containing pages from those domains. This can result in duplicate content issues, since many posts and pages will be copied from the real site.

What are two advantages of using long-tail keywords over short-tail keywords in search engine optimization (SEO) strategy? Choose 2 answers. A. Higher ranking in search engine results B. More traffic attracted to a website C. Higher probability of conversion D. Less competition

C. "Higher probability of conversion" is correct. Long-tail keywords have a higher probability of conversion. Since long-tail keywords have a specific phrasing, they more closely meet the needs of the searcher. Searchers looking for more specific terms tend to be further into the buying cycle and are more likely to make a purchase. D. "Less competition" is correct. Long-tail keywords are less popular, so they have less competition. Less competition means that a site will most likely rank well on search engines (e.g., Google).

What are two benefits of using dynamic keyword insertion? Choose 2 answers. A. It fits the ad wording to limits. B. It leaves out long phrases and sentences. C. It increases click-through rate. D. It enables specialized targeting.

C. "It increases click-through rate" is correct. Ads with dynamic keyword insertion are more likely to be clicked. Dynamic keyword insertion is one way of increasing the click-through rate of an ad. D. "It enables specialized targeting" is correct. Using dynamic keyword insertion enables the creation of ads with more specific and specialized text. This is beneficial because it relates more directly to what users are searching for.

What are two disadvantages of multivariate testing for conversion rate optimization (CRO)? Choose 2 answers. A. It cannot be run on a campaign in progress. B. Results cannot be used in future tests. C. It is difficult to discern which change had the most impact. D. A lot of traffic and conversion is required.

C. "It is difficult to discern which change had the most impact" is correct. Multivariate testing can feature multiple changes, which can make it unclear which one produced the results. D. "A lot of traffic and conversion is required" is correct. Since many variables of a website or web page are being tested at the same time, multivariate testing requires more traffic and conversion activity to generate the required data.

What are two advantages of multivariate testing? Choose 2 answers. A. Results can be produced quickly. B. Fewer conversions are required to generate data. C. Many small elements can be isolated to understand the effects. D. It refines campaigns that are currently underway.

C. "Many small elements can be isolated to understand the effects" is correct. By using multivariate testing, a marketer can isolate many small elements or changes on a web page and determine the effects these changes have on visitors. In addition, the interactions between the independent elements can help uncover compound effects. D. "It refines campaigns that are currently underway" is correct. Multivariate testing helps refine or adjust a campaign that is already underway because multiple changes can be made to the campaign to see how small tweaks can make a big difference in engagement.

Which example reflects a content marketing strategy? A. An herbal supplement company offers a discount to website visitors before midnight on the day of a product launch. B. A car company designs a website with a hierarchy based on its types of car offerings. C. A baby supply company offers parenting articles and quizzes on its website to raise awareness of the brand. D. A restaurant buys advertising space on blogs that talk about a similar cuisine to drive traffic to its online ordering system.

C. A baby supply company offers parenting articles and quizzes on its website to raise awareness of the brand. By providing content that will be of interest to new parents, the company drives traffic to its website and raises the profile of the brand.

Which action by an individual is an example of a micro-conversion? A. Pledging support for a cause B. Buying a product C. Adding items to a shopping cart D. Donating to charity

C. Adding items to a shopping cart. Adding items to a shopping cart is an example of a micro-conversion, which is an action taken by a user that moves them closer to completing primary business objectives.

Which stage of digital marketing strategy development is characterized by updating the marketing channel mix and budget? A. Execute B. Measure C. Analyze and adjust D. Plan

C. Analyze and adjust. The analyze and adjust stage would include tweaking and revising, which are the actions of stage 5 in a fully developed digital marketing program.

A marketer wants to reach a larger audience with a keyword strategy even though it might cost more to do so. Which type of keyword matching should the marketer use? A. Negative B. Phrase C. Broad D. Exact

C. Broad. A broad match allows any search query that contains a single term from the keyword to match and trigger an ad. For instance, if the broad match keyword is "comfortable work shoes," the keyword can technically match to the search query "comfortable couch" because the keyword and search query both share the word "comfortable."

A company is launching a campaign for a new product based on the product's key value proposition. Product design team members want to add features that will hasten the product's obsolescence. Which moral obligation to the customer is compromised by including the features? A. Duty of nonmaleficence B. Respect for autonomy C. Duty of beneficence D. Code of conduct

C. Duty of beneficence. The duty of beneficence is the moral obligation to do good. Under this scenario, the team should follow many of the moral and legal obligations that companies encounter to communicate accurate features to the audience.

What do buyer personas help a marketing team accomplish? A. Analyze the success of a campaign B. Measure customer loyalty C. Identify customer goals D. Build new functionality in products

C. Identify customer goals. Buyer personas help a marketing team understand the ideal customer. As you have learned, by creating your own buyer personas, you will gain the ability to tailor your marketing efforts and connect with your target audience to meet their needs and solve their problems.

What is a benefit of list management? A. It prevents fraud. B. It enables mobile marketing. C. It improves email deliverability. D. It reduces 404 errors.

C. It improves email deliverability. Proper list management enhances deliverability numbers and percentages by reducing bounce rate and removing unengaged prospects so your marketing efforts are more efficient.

An accounting software company is attempting to improve conversion rates on its product demo landing page. The company adds a video of the chief executive officer (CEO) explaining how she used to struggle with her customers' problems before starting the company. Which principle of persuasion is the CEO using? A. Authority B. Reciprocity C. Likeness D. Consistency

C. Likeness. Likeness describes the tendency of people to trust those who are seen as similar to them.

A company is using digital ads to reach potential customers within a one-mile radius of its store. Which type of tactic is the company using? A. Guerilla marketing B. Behavioral targeting C. Location-based marketing D. Content marketing

C. Location-based marketing. The company is using mobile device location to target potential customers.

Which type of mobile advertisement is integrated into content that a user is expecting to see? A. Location-based ads B. Pop-up ads C. Native ads D. Banner ads

C. Native ads. Native ads are integrated into the usual content the consumer is expecting to see. It is difficult to tell that native ads are ads at all because they blend into the site content. However, they must be marked with some type of indicator, such as "sponsored content."

Which outcome does a company wish to achieve by conducting periodic content audits? A. Providing an overview of competitor websites, allowing companies to make necessary updates B. Improving the cost-efficiency of company marketing plans by streamlining material into fewer channels C. Optimizing its reach by evaluating the strengths and weaknesses of the company website D. Exposing flaws in the website design that may have been interfering with user accessibility

C. Optimizing its reach by evaluating the strengths and weaknesses of the company website. Periodically assessing what content is still relevant and what needs to change can help companies make sure that existing content remains effective and that new content helps address the brand's goals.

The content on a company's new web page includes the keywords the company is going to prioritize. What is this strategy addressing? A. Conversion rate optimization (CRO) B. Marketing qualified leads (MQL) C. Search engine optimization (SEO) D. Sales qualified leads (SQL)

C. Search engine optimization (SEO). SEO is the process of increasing the quantity and quality of traffic to a website by using the organic, or free, search results on search engines. Keyword research and strategy is one of the most important components of SEO. Keywords identified as important to the marketing approach should be appropriately distributed on the page an ad is directing to.

Which type of extension would be used in a pay-per-click ad to highlight different services or features of the business in the ad? A. App B. Sitelink C. Snippet D. Call

C. Snippet. Structured snippets are additional pieces of text that give more information about services, products, or features of the business. They are added after the ad description and are limited to 25 characters.

A pet store wants to create pay-per-click ads that target prospective customers in the Consideration stage. Which keywords should the company bid on? A. "Pet store," "pet food," and "dog toys" B. "Buy pet food" and "dog toys sale" C. "Leave a pet food review" and "discount for pet food referrals" D. "Compare pet food for large dogs" and "dog toys reviews"

D. "Compare pet food for large dogs" and "dog toys reviews." These are typical keyword searches by prospective customers in the consideration stage. A searcher in the consideration stage may view how-to training videos, accept a free trial, and conduct price comparisons. They may also use search word pairings that include ratings, reviews, and "compare."

What affects an organization's paid reach? A. A social media manager using hashtags in a post B. An influencer posting nonsponsored content C. A customer resharing a brand's social feed posts D. A consumer using an ad blocker in a browser

D. A consumer using an ad blocker in a browser. Ad blockers are software programs or browser extensions that either prevent ads from appearing or alter them. These ad blockers influence the reach of an organization's paid content.

What is an example of clickbait? A. A digital video with a "Buy Now" option at the end B. An email without a subject line that includes an attachment C. A paid search business-to-business (B2B) campaign promoting a white paper D. A social media headline designed to generate high engagement

D. A social media headline designed to generate high engagement. Clickbait is described as a social media headline, often of an incredible (hard-to-believe) nature, designed to induce the viewer to click the provided link.

A chief executive officer (CEO) requests information from the top of a traditional marketing funnel. Which stage of the customer journey is the CEO interested in? A. Interest B. Desire C. Action D. Awareness

D. Awareness. Awareness is the first stage of the customer journey and considered the top of the funnel.

Why is social media marketing considered the most important outbound channel? A. Because it ranks websites higher on search engines B. Because it optimizes website content C. Because it distributes long-form content D. Because it creates awareness and interest

D. Because it creates awareness and interest. Social marketing engages with social media users by modeling their behavior.

A customer visits a website, signs up for a newsletter, and shares the site on social media. Which marketing concept is being described? A. Frequency B. Bounce C. Cost per visitor D. Conversion

D. Conversion. A conversion occurs when a visitor fills out a form, registers as a user, shares the site on social media, makes a purchase, or does some other action that the marketer desires. Conversion rate refers to the percentage of visitors who convert. In this scenario, the customer is engaging in a desired action by signing up for a newsletter and sharing the site on social media.

A start-up baby diaper company is having difficulty competing with bigger companies. The company decides to create a landing page aimed at gaining trust from the parent community. Which marketing tactic should the company use for the landing page? A. Offer a discount to new customers B. Feature a celebrity for a paid endorsement C. Include a video of employees saying they love their job D. Display testimonials from happy customers

D. Display testimonials from happy customers. Real testimonials from real customers build trust with others looking to try the product.

What is a pay-per-click (PPC) feature that generates customized ads depending on a user's query? A. Single customer view B. Unique selling proposition C. Keyword match type D. Dynamic keyword insertion

D. Dynamic keyword insertion. Dynamic keyword insertion (DKI) is a feature of PPC platforms that shows more relevant ads to a particular user by customizing the ads based on the search query.

What is an advantage of switching channels when addressing consumer complaints via social media? A. It pushes consumers toward a better resolution for the company. B. It reduces the number of back-and-forth communications. C. It keeps consumers from following up on the initial complaint. D. It allows for a more detailed response and personalized attention.

D. It allows for a more detailed response and personalized attention. It is often in the best interests of the company to switch to private channels that allow it to interact one-on-one with the consumer without the attention of the general public.

How does content marketing add value to a brand? A. It establishes business goals. B. It resolves reputation issues. C. It creates products for consumers. D. It attracts potential customers.

D. It attracts potential customers. Content marketing will improve brand perception, create lead generation, and increase customer satisfaction levels, which ultimately attracts more customers.

How does list management improve conversion rate optimization (CRO) for an outdoor sports magazine company? A. It can make purchased contacts easier to funnel into the system. B. It can help segment contacts based on the associative aspect of marketing. C. It can provide support by giving insight into competitor activity and contacts. D. It can determine success based on the quality of the contacts.

D. It can determine success based on the quality of the contacts. Managing lists and identifying quality is important for successful CRO. Improving conversion rates begins with marketing to the right audience. For example, some lists may consist of people who filled out a contact form requesting an initial conversation but were not heard from again. This is the type of list that should be prioritized for optimization.

What is the connection between complaints and opportunities for reputation management? A. It gives companies a chance to avoid exposing the issue to the general public. B. It allows companies to identify and isolate consumers who pose a threat to the brand. C. It helps companies gain public support by presenting dissatisfied consumers as outliers. D. It can turn a negative experience into a positive one and build brand loyalty.

D. It can turn a negative experience into a positive one and build brand loyalty. Handling the complaint in a quick and friendly manner, without getting defensive, can win over frustrated customers and make them more likely to become loyal to the brand.

What is one disadvantage of using A/B testing for an ad campaign? A. It decreases conversion rates during testing. B. It is more expensive than other options. C. It requires advanced tools and analytics. D. It is capable of testing only one idea at a time.

D. It is capable of testing only one idea at a time. If a company has multiple ideas to test, it needs to wait for each A/B test to be completed before the next one can run.

A tow truck company wants to appear in more search results within specific geographic areas. To do so, the company is capturing IP addresses in those areas through a search engine for a retargeting campaign. Which type of search is the tow truck company conducting? A. Tracked B. Paid C. Personalized D. Local

D. Local. A local search is any search aimed at finding something within a geographic area. The IP address of a computer or smartphone identifies the rough geographical location (within a few miles), and this can be used for local searches.

What should a company do during the final stage of a digital marketing strategy to optimize results? A. Establish new key performance indicators B. Remove website alt tags C. Double the number of channels D. Make small adjustments

D. Make small adjustments. Incremental fine tuning of an established strategy will generally produce the best results. Each adjustment can be monitored and altered quickly if the desired results are not achieved.

What is an advantage of manual ad extensions when compared to automatic ad extensions? A. Manual extensions are perceived as more trustworthy by viewers. B. Manual extensions can be set up more quickly. C. Manual extensions can be programmed to run for a specific time range. D. Manual extensions reduce the risk of an ad being populated with irrelevant content.

D. Manual extensions reduce the risk of an ad being populated with irrelevant content. Manual ad extensions enable a marketer to customize ads and display a specific call to action that is directly related to the ad content and relevant to the search.

A cook has a blog that gets a high number of monthly page views. The cook wants to adjust the pay-per-click bidding strategy to attract blog visitors who will download a free e-book of recipes. Which bidding strategy should the cook use? A. Maximize clicks B. Target impression share C. Cost per click D. Maximize conversions

D. Maximize conversions. When the goal is to encourage visitors to take a particular action on the website, marketers can choose to maximize conversions and other strategies.

What is an appropriate keyword density for search engine optimization (SEO)? A. As many keywords as possible, each used once B. One keyword used only in headings C. One keyword used as often as possible D. Multiple related keywords used sparingly

D. Multiple related keywords used sparingly. Each page should involve a group of related keywords used so the page has a keyword density of 3-7 percent.

What is a marketer's duty to avoid harming consumers known as? A. Autonomy B. Privacy C. Beneficence D. Nonmaleficence

D. Nonmaleficence. Most existing legal restrictions and federal guidelines mandate that marketers abide by the duty of nonmaleficence, which is the duty not to cause harm.

A recently opened bicycle shop wants to use social media to build an audience and generate leads. The business does not have a large budget or a full-time social media marketer. Which tactic should help the shop accomplish its goals? A. Launching a hashtag-based Ask Me Anything campaign about the best bicycles B. Hosting a live webinar about the top bicycles to buy C. Responding to questions in an online forum about bicycle maintenance D. Offering a discount to customers who post pictures of a bicycle from the company

D. Offering a discount to customers who post pictures of a bicycle from the company. Offering a discount to customers who post pictures on social media is a great way to increase brand engagement and generate interest among potential new customers. It is also a cost-effective, efficient use of a small marketing team.

An ice cream shop has a buy one scoop, get one scoop free sale on its newest flavor and wants to create a paid search ad to highlight the sale. Which type of ad extension should the shop use to bring attention to the sale? A. Location B. Price C. Sitelink D. Promotion

D. Promotion. Advertisers use promotion extensions to add discount or special offer information to an ad. Because sales tend to run for a limited time, promotion extensions can be scheduled with start and end dates.

A candle company launches an advertising campaign to increase brand awareness among a new target demographic. Which metric should the company use to evaluate the campaign's success? A. Number of leads B. Conversion rates C. Number of downloads D. Referral traffic

D. Referral traffic. Referral traffic is an effective way to measure brand awareness because it measures the amount of traffic that arrived at a website from another source. Any time a website visitor arrives on a website from a link on a different website, including social media, Google Analytics considers that referral traffic.

A nonprofit animal shelter wants to increase its volunteer base. What is an example of a micro-conversion that would help achieve this goal? A. Donating during a "Clear the Shelter" campaign B. Fostering an animal from the shelter C. Purchasing products at a shelter fundraiser D. Signing up for the shelter newsletter

D. Signing up for the shelter newsletter. Signing up for a newsletter is considered a micro-conversion because it is a step toward a macro-conversion. In this case, the shelter may consider signing up for its newsletter to be a micro-conversion toward its goal of increasing its volunteer base because signing up for a volunteer orientation is the macro-conversion of that goal.

Which type of influencer uses their platform primarily as a means to effect global change? A. The celebrity B. The authority C. The enthusiast D. The activist

D. The activist. An influencer who identifies as an activist will use their platform to share information and promote actions that people can take to effect changes to global concerns such as climate change or poverty.

Which benefit can be obtained by performing a SWOT analysis while building a digital marketing strategy? A. Determining whether company personnel are ready to implement the new marketing strategy B. Revealing patterns in past campaigns, allowing companies to fix what did not work C. Establishing the company's financial picture and what the budget for the new marketing strategy will be D. Understanding the competitive environment and how to utilize available resources

D. Understanding the competitive environment and how to utilize available resources. A SWOT analysis examines a company's strengths and weaknesses as well as its position in the market. This enables a company to better understand what changes will be necessary to implement its desired strategy.

How can marketers optimize emails for consumers using mobile devices? A. Create highly detailed paragraphs. B. Provide several images. C. Create links for calls to action. D. Use responsive templates.

D. Use responsive templates. Responsive templates should be used to adapt the viewing experience to fit the sizes of different devices since more individuals now use smartphones rather than traditional computers. Non-responsive templates are difficult to read and process on certain devices.

Which question does an organization's mission statement answer? A. What is the organization's greatest strength? B. What does the organization wish to accomplish? C. How should the organization operate? D. What is the organization's reason for existence?

D. What is the organization's reason for existence? A mission statement is an organization's primary reason to exist.

When setting up a new ad, using an automatic approach from the start gives the company more flexibility as it collects data and decides to add or drop keywords. True or False?

False. When setting up a new ad, a manual approach is recommended. This gives the company more flexibility as it collects data so that it can easily decide to add or drop keywords.

Every increase in conversion is good for an organization. True or False?

False. A surge in the number of recipients performing a desired action on a website is not always good for an organization. It can sometimes cost more to achieve that increase than the organization will receive back in revenue, causing a loss of revenue.

A good key performance indicator is complex and has several attributes. True or False?

This statement is false. A key performance indicator should not be complex so that it does not create confusion and is easily understood by many. A good key performance indicator should have four attributes: instantly useful, relevant, timely, and non-complex.

In a conversion funnel, the longer a consumer stays in the funnel, the more likely they are to get lost and lose interest in the product. True or False?

This statement is false. The longer a consumer stays in the funnel, the more information they obtain to narrow their choices. If a consumer chooses to stay in the funnel, it is a sign that their interest is still engaged and that they are more likely to be convinced to take action, such as making a purchase.

Search engine optimization (SEO) often discourages putting several images and videos on web pages since these creative objectives are not SEO friendly. True or False?

This statement is false. While images and videos are not directly indexable by search engines, the use of alt attributes for images and transcripts for video are indexable and should not discourage designers and developers from using these items on websites.

"Riding the hashtag" is a social media tactic that involves companies jumping into short-term, trending conversations. True or False?

This statement is true. By using the riding the hashtag tactic, companies can see what people are talking about at a given time and introduce their own content, using the trending hashtag to gain publicity.

In the research stage of developing a digital marketing plan, search engine optimization (SEO) audits are necessary due to changes in algorithms. True or False?

This statement is true. SEO audits are periodically conducted to make sure that the company's digital marketing plan properly aligns with search engines' current algorithms, which can change hundreds of times per year.

By law, any mobile messaging campaign must start with an opt-in message. True or False?

True. The SMS opt-in provides customers with a form to give written consent for a business to contact them. The CAN-SPAM Act specifically requires companies to start messaging campaigns with a message that asks the mobile device user if they would like to receive messages.