Digital Marketing Practice Quizzes Ch. 1-4 (Stukent)

After Liz's conversation with Min about SEO, Liz has been researching ranking terms. Why is it important that Liz focuses on ranking specific terms such as "coffee shop and bakery" instead of just "coffee"?

"Coffee shop and bakery" is more specific and aligns with the business's offerings

Bob's website has a 60% gross margin, therefore the maximum he should spend to generate a visit to the website is _____.

$1.80

Bob's analytics report shows his conversion rate is 2.5% and the average revenue per purchase is $120. What is Bob's revenue per session?

$3.00

Which step of the AIDA model focuses on initial communication and brand development with consumers?

Awareness

Which of the following is the correct order of the AIDA model?

Awareness, Interest, Desire, Action

A media website that knows more about its users can often charge more for its advertising than can a media website that knows nothing about its users. Why is that?

Because a media website that knows more about its users can enable advertisers to more effectively target the right users and achieve a higher return on their ad spending

When analysis shows that certain search terms lead to a higher conversion rate, how should Bob respond?

By increasing search engine optimization efforts for those specific high-converting search terms

How are conversions measured on an eCommerce website?

By the action of a visitor making a purchase from the site

How are conversions measured on non-eCommerce websites?

By the percentage of visitors who perform the desired action on the website

Given Liz's lack of SEO experience, she contacted Min, the owner of Mica Bay Web Design, a local firm that specializes in search engine optimization. She has asked Min to give her advice regarding the first steps to take for her SEO campaign. What advice would you recommend Min provide Liz?

Compile a list of search phrases to target for ranking improvement or initial ranking

Revenue per session =

Conversion rate x Average revenue per purchase

Why is it important for different types of websites to have distinct Key Performance Indicators (KPIs)?

Different types of websites have unique goals and should measure success according to metrics relevant to their business model

Which of the following search words and phrases are most relevant to Liz's coffee shop?

French pastries, artisanal coffee, coffee cafe, coffee shop, coffee in Colorado

Why is generating high traffic important/an advantage for a website?

Greater traffic leads to greater awareness and a larger potential customer base

Which of the following is correct regarding optimizing on-site SEOs?

On-site SEO can be optimized by improving elements on a website to rank higher and earn more relevant traffic from search engines

When designing the landing page for JTNorth's latest single to align with digital marketing campaign, what should Anders do to effectively match the landing page to the advertisement?

The landing page should mirror the specific product (JTNorth's latest single), the message of the advertisement, and the visual components (colors, imagery, style) to provide a consistent user experience from ad to page

What's the primary objective in matching target keyword phrases with specific pages on Cafe CDA's website?

The primary objective is to guide users directly to the content/page that is the most relevant to their search query

Select the best response to Bob's question about analytic tools?

To get analytics tools working on your website or app, all you need to do is install a small bit of code on each page you want information for. Once the analytics tools are installed and running, the difference between them and your website tools is the analytics tools report to their servers, and web tools report to your web hosting servers.

Which source of traffic from social media is the most cost effective and why?

Traffic where content is created or shared by other social media users, because it doesn't cost the company anything

What distinguishes unpaid search traffic from paid search traffic?

Unpaid search traffic comes from clicks on organic search results on the SERP, while paid traffic comes from ads on the SERP

When designing the hero image for JTNorth's website, what should Anders prioritize to maximize user engagement and encourage visitors to explore more of the site?

Using a high resolution, visually appealing image of JTNorth that reflects his musical style, accompanied by a simple and clear CTA, such as "Discover the Sound" or "Watch Now"

When incorporating buttons, images, and videos on JTNorth's website, what approach should Anders take to ensure these elements contribute positively to the user experience and engagement?

He should strategically place clear and concise CTA buttons, use high-quality hero images that reflect JTNorth's brand, and offer videos that visitors can choose to play

If J'Nae askes Anders to A/B test the website, which of the following approaches best aligns with effective CRO practices for deciding on design changes to test?

Implementing a series of A/B tests that focus on different elements of the website, such as CTA button colors, headline phrasing, and layout structures, will best accomplish identified objectives by using web analytics data to guide which elements to test first

Which of the following approaches aligns with the Three Questions design framework that Anders can use to maximize visitor engagement and action?

Including a short headline that introduces JTNorth's unique music style, a brief statement on what sets him apart, and a clear call-to-action (CTA) at the top of the homepage

What factor can further increase the monetary success of a website that already has high traffic and a high conversion rate?

Increasing the value of each conversion

Why is identifying regional differences in web traffic patterns beneficial?

It can suggest where to place ads that are targeted to specific geographic regions with high traffic

Liz is considering mapping individual keywords and phrases for Cafe CDA's website. How is mapping individual keywords and phrases to specific pages important to the success of her website's reach?

It incorporates keywords into page content for higher relevance scores

What does direct traffic to a website typically indicate?

It is a result of either offline advertising habits or habitual visits

How does proper keyword mapping prevent SEO issues (such as dilution) on a website?

It reduces the chances of keyword cannibalization across multiple pages

Why should a small business website focus on targeting long tail keyword phrases instead of fat head keywords?

Long tail keywords have lower competition, are more specific, and easier to rank

Which of the following methods should Liz decide on to provide the most insightful information for strategizing the content plan?

Perform a search and analyzing which websites appear and their optimization for the keyword

Which of the following is one of the best actions Bob can take to improve conversion rates on his website?

Performing A/B testing of various aspects of the site

What are some primary reasons that conversion rates may be failing to meet expectations?

Poor messaging on the website, poor audience selection, or technical glitches

Affiliate marketers typically earn revenue from their affiliate marketing by _______.

Receiving a commission when a visitor clicks on an affiliate link and makes a purchase on the destination website

Gross profit per session =

Revenue per session x Gross margin

Considering the mobile-first design philosophy and the principles of Responsive Web Design (RWD), what should Anders prioritize when developing JTNorth's website to ensure it provides an optimal experience for mobile visitors while still accommodating desktop visitors?

Starting the design process with the mobile user experience in mind, focusing on simplified navigation, fast load times, and touch-friendly interfaces, and then scaling up the design for desktop users