Digital Marketing Final #3
What two things are required to effectively run with goal optimized settings?
- A certain number of users added to a remarketing list - Significant conversion data
Which two statements are not true about Google Ads Keyword planner?
- It is not a free tool - It is only available in your current location
What does tracking performance down a sales funnel enable you to do?
- Know how much to pay per click - Understand the cost for each of the conversions along the funnel. - A/B test different variations of stages along the funnel
How do you get more meaningful statistics without spending more money?
- Limit your advertising to fewer products - Target fewer keywords - Focus on fewer users
Branded SEO is _______ because SEO is about being _______ and nobody is more _______ for your brand than you are.
Easy, relevant, relevant
How can you help Google understand what a webpage's images contain?
Ensure the image's file name is descriptive, but also short
An effective PPC strategy should consider the ads themselves; the steps that users take on your website in order to convert to clients is not a part of this strategy.
False
Placement targeting is a less precise way to target users on the GDN.
False
Uploading a CSV of your data feed from your computer will allow you to set an automated schedule.
False
Which automated bidding strategy optimizes for revenue, not sales?
Target ROAS
It is important to track in-app actions to optimize for users that are engaged in completing valuable actions within the app, not app installs.
True
It's important to tag paid links with the "nofollow" or "sponsored" attribute.
True
The Google index is a giant database of hundreds of billions of webpages that can be displayed in Google Search results.
True
The Semrush SEO Content Template tool shows suggested text length, related keywords, and backlink targets.
True
The reason for creating three separate keyword lists is to segment keywords that represent strong buyer's intent, that represent interest in the product, and that represent users that could be interested, and to exclude completely irrelevant words as negatives
True
Webpages ranked higher on Google will usually get more organic search visits.
True
With the Keyword Magic Tool you can take your site and compare it directly with competitor sites to see which keywords they're ranking for that you are not.
True
You can choose which mobile operating systems and devices you wish to target when you opt out of desktop targeting
True
Your campaign should be limited by its budget setting when you want to limit losses on unprofitable campaigns that are being optimized.
True
Why might you include a "noindex" tag on certain pages?
You don't want the pages to show up in Google Search results
How do you get charged with PPC?
You pay when a user clicks on your ad that leads to your website
If a keyword has a 2% conversion rate, and the value of a conversion is $100, what is the value per click of that keyword?
$0.02
At which stage of the process does Google determine what each page is about?
Indexing stage
Which is not true about display advertising?
It brings traffic with the strongest buyer's intent.
Which two of the following statements are true about macro and micro conversions?
- Micro conversions are steps along the sales funnel that, when completed, indicate a likelihood to purchase - The value of the macro conversion is determined by the net profit of the sale
How should Remarketing lists be segmented? Choose two options.
- Value of the users on the list - Different ad messages that could work best with them
How many ad sizes are there on the GDN?
25
How many banner sizes cover 95% of ad placements?
5
How much budget should you set when launching your universal app campaigns?
50 times that of your target cost per installation
A person searching for 'beach chairs' will be more likely to convert if the ad they click on takes them to
A page on a website which showcases one or many beach chairs
Which of these is part of Technical SEO?
Activities that impact how search engines index and crawl your site
With search advertising, what are advertisers competing with each other for?
Ad position
Which of the following is not a step for launching PLA campaigns?
Adding your billing details to your merchant center account
Which of the following is a technique you can use can build backlinks?
All of these techniques can be used
What is Semrush's "Traffic Cost"?
An estimate of how much the traffic would cost if a business was paying for it via Google Search Ads
Where are Universal App campaigns not served?
Apple App Store
Conversion optimizer works by
Automatically adjusting bids keywords as well as other dimensions in a campaign
Ads for Universal App Campaigns are created:
Automatically from the Google Play store listing
What is not effective PPC strategy?
Avoiding users that are just clicking on the ads
Display advertising allows you to reach users at the ___________ stage of the decision making funnel.
Awareness
Which step in the decision making funnel do most people fit in.
Awareness
The order of the steps a user takes in the decision-making funnel is
Awareness, Interest, Desire, Action
The best practice for a/b testing two different calls to action for a __________ad is to test banners that are __________in every way, with the exception of the call to action.
Banner; Identical
The negative exact keyword '-[beach chair]' will exclude the following search term:
Beach chair
Which of the following is an example of a call to action?
Buy now
What is not a component of a PLA ad?
CTA
What is the primary metric for determining a winning ad?
CTR
What report in the Site Audit Tool can analyze the number of pages between a website's homepage to another page?
Crawlability report
Which bid adjustments can be made at both the ad group and campaign level?
Device
What can not be used for tracking in-app actions?
Google Website Optimizer
Which of the following is not true about banner ads?
Google limits how much text you can put on a banner ad
How does Google decide where to display a given webpage on their search results pages?
Google uses thousands of different signals to decide where to display a given webpage on their search results pages.
Which type of keyword is the following: "iPad"
Head keyword
The VPC of branded campaigns will almost always be higher than their CPC as you'll achieve ________ ad rank at very ________ cost per click since your ads and ________ page will always be more relevant than those of your advertising competitors.
High, low, landing
More sales copy helps sell to users that are
Higher up on the decision making funnel (first becoming aware)
It is important to take into consideration the decision making funnel when conducting keyword research so that you focus on more actionable words that will help you deliver a __________CTR with Google and ________ better.
Higher; Convert
The "SF" column in Semrush's Organic Research Tool shows which of the following?
How many search features are on the search engine results page for a keyword and what the website has obtained
What is "Search Volume"?
How often people are searching for a given keyword
Which of the following is not true about search advertising:
Its traffic is the cheapest
You can get more data for your campaigns by segmenting them by __________
Language
Which section of Semrush's Backlinks Analytics report shows how many of the links are followed or marked as nofollow, sponsored, or UGC?
Link attributes
Which type of keyword is the following: "How to make a Facebook page"
Long-tail keyword
Which is not a consequence of the situation when you don't bid on your brand name?
Losing positions in organic SERP
Google Ads hierarchy, from largest to smallest, is:
MCC -> Account -> Campaign -> Ad Group
Some best practices when creating title tags are what?
Make them under 60 characters long, Include your main target keyword in a natural way, and consider adding your brand name to the end
Which of these is part of on-page SEO?
Making sure your webpages are relevant and useful relative to the phrases people are searching for
Keywords can be categorized into what main types of search intent?
Navigational, Informational, Commercial, Transactional
With CPM bidding, you pay:
Per 1000 impressions
What does PLA stand for?
Product listing ad
Which example of display targeting is not one that targets users by content?
Remarketing
Which Semrush tool can analyze Readability, SEO factors, Originality, and Tone of voice while developing content in real-time?
SEO writing assistant
Which of the following keywords contains an attribute?
Samsung wireless charging
Which of these is part of off-page SEO?
Showing Google that your website and pages are authoritative and trustworthy (especially by getting backlinks from other websites to your own)
Which part of the sales funnel has the most users?
The beginning
What needs to happen for a PPC campaign to be profitable?
The cost of the clicks you buy is less than the value they bring in sale
With CPC bidding, which bid will be used if a keyword has a separate bid set to its ad group?
The keyword bid
The blue title link of the Google snippet is usually based on what?
The page's title tag
Frequency capping sets limits on how many times the same person can see an ad.
True
If the words 'local' or 'cheap'' are added to a search term it means that
The user is more likely to take action and buy
Which of the following is not true about multi-touch conversions?
They are conversions that happen after more than one page visit
What are navigational keywords?
They are keywords used by people trying to go to a specific website or webpage.
What is the main purpose of SEO?
To get more organic traffic from search engines
A feature that the SEMrush Keyword Magic Tool offers which the AdWords Keyword Tool lacks is the ability to list attributes along side roots.
True
A key difference between a dedicated landing page and a home page is that the home page lets a user choose their path, while a dedicated landing page offers one path.
True
All website sales funnels have a landing page
True
Anchor text is the clickable text that appears in a hyperlink
True
Branded SEO brings users who have already learned about you from other marketing channels.
True
When you have dedicated landing pages, who is the home page meant to serve?
Users that already know who you are
Which remarketing list would have the lowest-value users?
Users that started the order form, but abandoned it
Which is not an example of a dimension?
Visitors
What are Google search partners?
Websites that aren't Google properties, but have a search box which delivers Google's search results
When would you not want to set a campaign to accelerated ad delivery?
When your campaigns are limited by budget
