ENT 386

Assume the following scenario: A marketer promotes a pin on Pinterest. Jenny Pinterest User sees the promoted pin and pins it to her own board for her connections to see. Which of the following statements is correct?

The marketer will pay for Jenny Pinterest User's exposure to the promoted pin, but the marketer will not pay for the pin's exposure to all of Jenny's connections once Jenny posted it to her own board.

In general, marketers with LOWER quality scores will have HIGHER first-page bids.

True

Which of the following refers to F in the diagram above?

Visitors

Which digital marketing tool focuses on gaining a position in the listings bracketed in red in the picture below?

Zonion Creative Group - Full Service Digital Marketing Digitial Marketing Consulting DIgital + Social Media Plan

A marketer posts a Snap with 2 images: Image 1 and Image 2. Which of the following represents the formula the marketer would use to calculate the Snap's fall-off rate?

[(Image 1 views - Image 2 views)/Image 1 views] X 100

Which of the following would be a reason why a marketer would use digital marketing? Select all that apply.

a. To enhance relationships with a marketer's current and potential customers b. To provide timely, useful, relevant information to the marketer's target audience c. To increase the brand's exposure among the marketer's target audience

When it comes to measuring paid search campaign performance, where should conversion tracking codes be installed?

after the visitor has converted

Mark clicks on an ad, and is redirected to a company's page asking him to sign up for the brand's weekly email newsletter. The email signup request is known as a(n) _____________________.

call to action

Around 40% of apps are discovered through...

consumer app store searches

Based on the sales funnel in the inbound marketing model, a marketer would seek to _____________ website visitors to leads.

convert

CPM refers to ______________________.

cost per thousand impressions

A ______________ is the word or phrase associated with a marketer's IP address.

domain name

One of the best ways to increase page authority is to...

earn backlinks from websites with high domain authority.

Assume a marketer hosts a charitable event in the community. The local news station hears about it writes a story about it at no cost to the marketer. The news story would be considered _________ media for the marketer.

earned

Digital marketing primarily focuses on getting new customers and not maintaining relationships with current customers.

false

_________________ are tools that identify popular and unpopular areas of a website.

heat maps

Which of the following best represents the recommendations when selecting keywords for SEM and SEO?

high intent words

Email list signups or blog subscriptions are often considered ____________ KPIs, whereas purchases are often considered ____________ KPIs.

in-process; outcome

Which of the following best describes the relationship between a site's quality score and the site owner's first page bid?

increase quality scores by making low first page bids

Which of the following best reflects a SMART objective?

increase the number of new blog subscribers by 20, from 30 (current subscriber number) to 50 within the next 6 months.

Companies that engage in search engine marketing strategy bid on ____________ that they want to target.

keywords

A company's ____________ describes the organizational purpose that guides everyday operations in a manner that defines "who we are".

mission statement

According to the lecture, email marketing is most effective when it targets...

people who have said they want to hear from you.

________________ are devices connected to the internet with software that allows them to host all components of websites.

servers

A soft bounce is an email returned as undeliverable because...

the target recipient's inbox is full or the files in the email are too large

A(n)___________ refers to any stage where a customer, or potential customer, is in contact with a business.

touchpoint

Jackson wants to build a website for his shoe repair shop, and wants to use "soleservices.com" as his domain name. Which of the following would be helpful for Jackson to do in order to make sure "soleservices.com" is available?

use a domain registrar lookup to make sure the domain name isn't taken

If a marketer selects a "phrase" keyword match type for the keyword "coffee shop", which of the following will most likely result?

when someone types coffee shop near me

Which of the following is best described by the link in the picture below?

"10 Best Car Insurance Rates" - Landing Page

Which of the following is a way for a company to achieve a competitive advantage?

---

Dillon is running a paid advertising campaign on Google for his landscaping services. His maximum bid is $2, and his ad rank is 12. Based on this information, what is the Quality Score for Dillon's site?

24

A local restaurant has identified three different customer segments to target with paid search advertising: families looking for deals on children's menu items, young professionals looking for a happy hour menu, and vegetarians looking for appealing menu items without meat. How many landing pages should the paid search advertising effort have in order to maximize effectiveness?

3

If a marketer is targeting 3 different segments of consumers, how many search ad campaigns should the marketer run?

3

Which of the following is a source that contributes to a marketer's "off-site" optimization?

Backlinks from other websites to the marketer's own website page(s)

Below is a web page that is linked to a paid search ad on Google. What concept is best described by the request for the visitor's email address?

Call to action

All of the following are steps in creating buyer personas EXCEPT:

Create one buyer persona for all customer segments to conserve your resources.

Email marketing is beneficial because it offers marketers the opportunity to connect with an audience of people who have not heard of them before.

False

______________ is the search engine task that involves categorizing found information into relevant matching results.

Indexing

John's meal delivery service wants to make online ordering the best it can be for its customers. Realizing that empathy is necessary to understand consumers, which of the following BEST reflects a way start the process?

Invite customers to a focus group and then offer a discount

Which of the following statements about the CAN-SPAM Act is true?

It requires marketers to provide target recipients an opportunity to opt out of receiving future marketing emails.

Which of the following is NOT a characteristic of a Unique Selling Proposition/Point?

It should always include a top competitor's name to illustrate the company's competitive advantage

Which of the following refers to D in the diagram above?

Loyalty

Which of the following represents the formula for calculating a marketer's ad rank?

Max CPC x Quality Score

How would you interpret the following? "Facebook and Instagram have a reciprocity score of 85."

Of those consumers who are Facebook users, 85% also report using Instagram.

Robin's Coffee Shop is creating a paid search campaign in Google Ads. She is bidding on the keyword, "coffee shop" and wants to avoid paying for ads when searchers are looking for retailers that sell packaged ground coffee and other unrelated topics (for example, "shop for ground coffee"). According to the lecture, what type(s) of keyword matching would help Robin's Coffee Shop achieve this goal?

Phrase

Assume you are starting your own business, and have a very limited marketing budget. You want to build awareness of your brand, as many people have not heard of you before. Which of the following would be the BEST choice to raise awareness without having to pay for each impression or visit to your website?

SEO

When performing a(n)_____________, the company determines what it's good at, what it can do better, areas for growth, change, and improvement, and internal/external factors that could have negative effects on company performance.

SWOT analysis

Which of the following tools could be useful when performing a competitor analysis? Please select all that apply.

Search engine alerts for competitor keywords in your industry Search queries using competitors' names as keywords

SMART objectives are...

Smart, Measurable, Actionable, Relevant, & Time-bound

Where is a good place that marketers can find LSI keywords to consider in their SEO strategy?

The bottom of search engine results pages (SERPs)

Which of the following represents a criterion that would need to be met for a business to considered "local", according to the lectures?

The businesses website provides an interactive map for visitors to get directions to the address