Digital Strategy Final Exam
Which of the following might be a paid link (advertisement) on our site? a- <a href= http:www//expedia.com/Hotels">GreatHotelDeals</a> b- <a rel="nofollow"href="http://www.expedia.com?Hotels">GreatHotelDeals</a>
b- <a rel="nofollow"href="http://www.expedia.com?Hotels">GreatHotelDeals</a>
Last week, the 3k visits to my site generated $600 in revenue selling product that cost me $300. What is the most I should spend on a PPC advertisement for my website? a- $0.10 b- $0.20 c- $0.25 d- $1.00
a- $0.10
What would be the HTML code to create a link to cnn.com using the anchor text, "My favorite news site."? a- <a href'"http:cnn.com'>My favorite news site</a> b- <a href="http://cnn.com">Cnn.com, My favorite news site</a>
a- <a href'"http:cnn.com'>My favorite news site</a>
Consider the following conversion funnel: Visits: 1000 > Product in cart: 100 > Proceed to checkout: 98 > Entered shipping info: 93 > Entered payment info: 87 > Completed transaction: 85 - Where should we focus our efforts to increase conversion rate? a- getting visitors to place an item in the cart b- getting customers to proceed to checkout after placing an item in the cart
a- Getting visitors to place an item in the cart
Web browsers process which of the following languages? a- HTML b- PHP c- Perl d- Java
a- HTML
Which of the following programming languages is a static, client side language (as opposed to a dynamic, server-side language)? a- HTML b- PHP c- Perl d- Java
a- HTML
Which header tag is the largest? a- Header 1 (<h1>) b- Header 2 (<h12) c- Header 5 (<h5>) d- Header 7 (<h7>)
a- Header 1 (<h1>)
Which advertiser is going to pay the most per click? a- $1.98 CPC b- $2.50 CPC c- $2.06 CPM w/ a CTR of 4% d- $3.00 CPM w/ a CTR of .5%
b- $2.50 CPC
Which of the following is the correct format for the Broad Match Modified keyword match type? a- -ipad mini b- +ipad +mini c- [ipad mini] d- "ipad mini"
b- +ipad +mini
John's Bracelets, an ecommerce site, received 304k visitors and earned $73,500 in revenue from 48,700 transactions. What is John's conversion rate? a- 17.51% b- 16.02% c- 24.18% d- 66.26%
b- 16.02%
My chosen keyword phrase for a page should make up ____ to ____% of the page's content a- 1, 1.5 b- 3,5 c- 5,10 d- 10,20
b- 3,5
The 3k visits to my site last week resulted in 12k hits. What was the average page depth last week? a- 3 b- 4 c- 3k d- 4k
b- 4
Ad Rank takes into consideration: a- keyword bid b- quality score c- a & b d- none of the above
c- a & b
In the original PageRank formula, when web page A linked to web page B, it passed PageRank to page B. Why was the amount of PageRank that A passed to B divided by the number of outbound links on page A? a- that prevented the formula from becoming circular b- bc otherwise, PageRank would be infinite for all pages c- a link was considered an endorsement, so B only got part of A's endorsement score if A endorsed multiple pages d- the question is wrong. PageRank was not divided by the number of outbound links
c- a link was considered an endorsement, so B only got part of A's endorsement score if A endorsed multiple pages
If I think my website is being punished for engaging in black hat SEO tactics, I should a- use less detectable black hat SEO tactics b- choose new keywords to target c- improve the site's XML sitemap d- immediately fix any pages using these black hat SEO tactics
d- immediately fix any pages using these black hat SEO tactics
A brand new website should NOT choose target keyword phrases based on a- relevance b- traffic c- competition d- current ranking
d- current ranking
Landing pages should not include: a- red buttons b- long form the user must fill out w/ multiple required fields c- multiple images of a product d- elements that do not directly impact the visitors' decision to reach the goal you have in mind
d- elements that do not directly impact the visitors' decision to reach the goal you have in mind
A websites popularity is determined by a- an annual poll b- its traffic c- its Google ranking d- external inbound links
d- external inbound links
A manual link-building practice that was once considered standard but is not considered (by Google) to lean toward black hat is a- submitting site to Google Places b- creating a social media profile for your website c- asking customers to link to your website d- guest blogging
d- guest blogging
SEO stands for...
search engine optimization
Why is a link from Yahoo.com worth more than a link from a small blog? a- Yahoo has a higher PageRank, so it passes on more PageRank to the page it links to b- b/c Yahoo gets more traffic, and PageRank is based on web traffic c- Google considers all blogs to be spam d- Google plays favorites w/ certain websites like Yahoo
a- Yahoo has a higher PageRank, so it passes on more PageRank to the page it links to
What is "black-hat" SEO? a- any practice to increase a webpage's rankings that Google deems manipulative b- designing a website to make it easy for Google to crawl the site and measure relevance c- changing Google's search algorithm d- using superstition to guide web design
a- any practice to increase a webpage's rankings that Google deems manipulative
A trust symbol is: a- any symbol, icon, image or small statement communicating to the user that the site is legitimate b- an icon provided by the site owner that must be on the shopping cart page c- a snippet of code that is added to the HTML of the landing page d- none of the above
a- any symbol, icon, image or small statement communicating to the user that the site is legitimate
PageRank could be easily manipulated by a- creating spam websites linking to one another b- creating a website w/ thousands of pages c- placing thousands of links on the same page d- hacking Yahoo.com
a- creating spam websites linking to one another
A retail site should track conversions by setting up a(n) ________ goal in analytics a- destination b- event c- pages per visit d- time on site
a- destination
How often does Google recalculate Quality Score? a- each time an ad is considered for display for a particular keyword b- every 100 times an ad is considered for display for a particular keyword c- once per day d- once per week
a- each time an ad is considered for display for a particular keyword
When compared to a typical online ad campaign, remarketing campaigns typically have a- higher CTR and higher conversion rates b- lower CTR and higher conversion rates c- higher CTR and lower conversion rates d- lower CTR and lower conversion rates
a- higher CTR and higher conversion rates
How does analytics track the identity of a computer? a- it places a cookie on each computer that visits the site b- it requires all users to log in before browsing the site c- IP addresses from users' computers pass on personally identifiable information about the computer d- it looks up the identity of computer users from an NSA database
a- it places a cookie on each computer that visits the site
Organizing your campaigns can help with all of the following EXCEPT: a- landing page optimization b- ad relevance c- quality scores d- ensure that your ad shows for specific keywords
a- landing page optimization
If you advertise on a keyword such as discounted android tablets, which type of landing page would be best for this ad? a- multi-product landing page b- subscription landing page c- single-product landing page d- long-copy landing page
a- multi-product landing page
A "hit" is another term for: a- page view b- site visit c- purchase d- video view
a- page view
A retail website's conversion rate is calculated as a- purchases/visits b- visits/advertisements c- page views/visitors d- revenue/page views
a- purchases/visits
One way to use an email list segmentation scheme is to send certain emails only to specific segments. Another way is to... a- send emails to the whole list while changing parts of the content to match segment characteristics b- send members of the email list only specific segments of an email c- send all members of the list the same email w/ the expectation that only some segments will respond d- use different background colors for each segment
a- send emails to the whole list while changing parts of the content to match segment characteristics
Which of the following is NOT displayed in a PPC text ad? a- the final URL b- description line 2 c- display URl d- headlines
a- the final URL
The upper fold of the landing page is defined as: a- the part of the page that can be seen without having to scroll down b- the top section of the website that includes the navigation menu tabs c- everything on the website above the bottom of the first complete paragraph d- the next page that the site visitor should reach after the landing page
a- the part of the page that can be seen without having to scroll down
Networking with other website owners can be beneficial to your website's rankings because a- website owners are more likely to link to sites owned by people they know b- Google is developing methods of measuring popularity outside of the internet c- this can help you eventually sell your website d- Google keeps a list of website owners known to be in the "in" crowd
a- website owners are more likely to link to sites owned by people they know
What is the downside of a search engine based solely on relevance? a- websites w/ little useful content can often earn good rankings b- the search engine will often show content that does not match the search phrase c- it provides too many links on the search engine results page (SERP) d- it has no way to generate advertising revenue
a- websites w/ little useful content can often earn good rankings
The Google Ad Display Planner tells you a- where your target audience is spending their time online b- how many clicks your ads will get c- exactly how many impressions your ads will get d- exactly how much you will have to pay per click
a- where your target audience is spending their time online
If my website sells exercise equipment, then a link from ____, is likely to be most valuable to me (if all of these sites have similar popularity) a- www.fitnessblog.com b- www.freerecipes.com c- www.frisbees4sale.com d- www.crossstichfun.com
a- www.fitnessblog.com
If you bid on the keyword ipad mini tablet as a keyword using the [ ] brackets like so [ipad mini tablet] your ad will show up: a-only when someone searches for ipad mini tablet b- when some searches for ipad mini tablet and ipad mini tablets are on sale c- when someone searches for ipad mini and ipad mini white tablet d- none of the above
a-only when someone searches for ipad mini tablet
The second-price auction model: a- determines how much the second highest bidder will be charged b- allows the highest bidder to pay only a penny more than the second highest bidder c- is for keywords with low-priced CPCs bc no other bids were placed for that keyword d- is used for price changing that occurs every second
b- allows the highest bidder to pay only a penny more than the second highest bidder
How does anchor text factor into Google's ranking calculations? a- anchor text is the basis of PageRank b- anchor text is one input into a web page's relevance score c- anchor text is a replacement for a website's quality score d- anchor text is ignored by Google
b- anchor text is one input into a web page's relevance score
A reliable strategy for long-term off-site SEO success can be characterized as a- using a limited amount of black-hat techniques mixed w/ mostly white-hat techniques b- consistent efforts to generate inbound links from reputable c- an intense effort to generate buzz during the website launch d- strategic payments to related sites in return for links
b- consistent efforts to generate inbound links from reputable
Which of the following is NOT considered when determining Quality Score? a- expected CTR b- conversion rate c- landing page experience d- ad relevance
b- conversion rate
Which of the following is NOT a practice instituted or strengthened by the Panda update? a- penalty for web pages that show too many ads b- increased opportunity to shop for products directly on the SERP c- penalty for poor grammar and spelling on a web page d- incorporation of social media data as a signal of web page quality
b- increased opportunity to shop for products directly on the SERP
Which advertisers is awarded the top ad position? a- the advertiser w/ the highest CTR b- it depends on who receives the highest Ad Rank c- the highest bidder is always on top d- the advertiser w/ the highest Quality Score
b- it depends on who receives the highest Ad Rank
Both paid search traffic and paid referral traffic are the result of a- successful SEO efforts b- online ads c- offline ads d- bribes to webmasters
b- online ads
Last-click attribution will likely exaggerate the value of traffic that comes from: a- social media b- search engines c- banner ads d- offline ads
b- search engines
Why does having too much advertising space damage our search rankings? a- it diminishes the value of external links to our site b- search engines consider a site w/ lots of advertising space to be lower quality c- both a & b d- none of the above
b- search engines consider a site w/ lots of advertising space to be lower quality
Black hat SEO is any practice that a- is no longer used by web developers b- search engines frown upon c- works d- improves search engine rankings
b- search engines frown upon
A double opt-in email capture practice is one that: a- sends at most 2 emails/week b- sends an email to confirm the customer's desire to be on the email list c- requires customers to double-click on the sign-up link d- send two copies of every email to customers
b- sends an email to confirm the customer's desire to be on the email list
Lowering the shopping cart abandonment rate is a reliable way to improve conversion rates. Which of the following actions is most likely to decrease shopping cart abandonment? a- add more steps to the payment process b- streamline the payment process c- all of the above d- none of the above
b- streamline the payment process
Alt text is a- the text of a link b- text that describes the contents of an image c- both a and b d- none of the above
b- text that describes the contents of an image
Where did the name "PageRank" come from? a- it ranks web pages, hence the name b- the creator of the metric, Larry Page, named it after himself
b- the creator of the metric, Larry Page, named it after himself
In general, advertisers are willing to pay more if a- their ads are shown to older people b- they can more precisely target potential customers c- they can show their ad repeatedly to the same person d- their ads are humorous
b- they can more precisely target potential customers
In order for 2 computers to communicate via the internet, they must first locate one another. How do computers locate one another on the internet? a- through the URL b- through the IP address c- through cookies d- through the server
b- through the IP address
Remarketing ads are displayed: a- when someone who has visited the advertiser's site goes anywhere else online b- after visitors to the advertiser's site has downloaded a cookie on their browser and they go anywhere else online c- after visitors to the advertiser's site have downloaded a cookie on their browser and they go to a site w/in the ad network where the advertiser is paying for clicks d- only on the Google Display ad
c- after visitors to the advertiser's site have downloaded a cookie on their browser and they go to a site w/in the ad network where the advertiser is paying for clicks
With the Google Display Network, you can run a- banner ads b- text ads c- all of the above
c- all of the above
The title tag of a web page appears a- at the top of the browser b- on the SERP (search engine results page) c- both a and b d- none of the above
c- both a and b
We can influence our click-through rate on the SERP through a- title tag b- meta description c- both a and b d- none of the above
c- both a and b
Which of the following should go in the upper-fold of a lead generation campaign page? a- link to terms and conditions page b- phone number c- extensive content d- disclaimers
c- extensive content
Publishers that participate in a display ad network a- always make more money selling ad space through the ad network than they would selling the ad space on their own b- never make more money selling ad space through the ad network than they would selling the ad space on their own c- get paid each time an advertiser is charged by the ad network for displaying advertisements on the publisher's site d- have to deal individually w/ each advertiser running ads on their site
c- get paid each time an advertiser is charged by the ad network for displaying advertisements on the publisher's site
When trying to increase the number of form fills received on a lead-generation landing page, which of the following is NOT a best practice? a- make a submission button that stands out b- test different layouts of form fields c- increase the number of required fields d- position the form in the upper-fold of the landing page
c- increase the number of required fields
If we find that visitors from mobile devices have a 0% conversion rate while users on a full-size monitor have a 3% conversion rate, we should: a- conclude that mobile users are just browsers and not purchasers b- block mobile users from coming to the site c- investigate whether our site is optimized for mobile users d- focus our advertising efforts on mobile users to increase their conversion rate
c- investigate whether our site is optimized for mobile users
What does a cookie do? a- it processes server requests b- it coverts the URL to a domain name c- it identifies the requesting computer to the server d- it constructs the HTML code that is sent to the requesting computer
c- it identifies the requesting computer to the server
A page's ranking is determined by both its popularity and its relevance to the searched phrase. The page's popularity is measured based on a- its link profile b- the link profile of its root domain c- its link profile as well as the root domain's link profile d- keyword usage
c- its link profile as well as the root domain's link profile
Single product landing pages should include all of the following, except: a- product images b- call to action c- links, images, and info about other products d- familiar color scheme and logo
c- links, images, and info about other products
What does PLA stand for? a- product landing advertising b- promotional listing association c- product listing ad d- none of the above
c- product listing ad
To calculate your ROAS, you must know which of the following? a- CTR and conversion rate b- total ad spend and CTR c- total ad spend and total revenue d- CTR and total revenue
c- total ad spend and total revenue
Consider a Google user who does a search "yam recipe". Consider two web pages with an identical PageRank. Page A uses the phrase "yam recipe" near the top of the page. Page B uses the phrase "recipe for yams" near the bottom of the page. Which page will rank better on this search and why? a- web page B, because "recipe for yams" is more natural language b- web page B, because Google ignores text near the top of a webpage c- web page A, because the matching words are higher on the page and match the search phrase better d- because they have the same PageRank, they will earn the same rankings, so Google will randomly choose one to have the better ranking
c- web page A, because the matching words are higher on the page and match the search phrase better
What is the most detailed level of geographic information known to analytics? a- state b- city c- zip code d- GPS coordinates
c- zip code
If an advertiser bids a 1.50 CMP and receives 40k impressions, and gets 80 clicks, the equivalent CPC bid would be a- $2 b- $0.075 c- $1.50 d- $0.75
d- $0.75
Which is the correct formula for calculating CTR? a- (Impressions/Clicks) x 100 = CTR b- Clicks/cost = CTR c- Clicks/Impressions = CTR d- (Clicks/Impressions) x 100 = CTR
d- (Clicks/Impressions) x 100 = CTR
After 100 impressions, ad A has a CTR of 1% and a conversion rate of 100%, and ad B has a CTR of 2% and a conversion rate of 0%. Which ad is better? a- Ad A bc it has a 100% conversion rate b- Ad B bc it has a 2% CTR c- Ad A bc it has both a 1% CTR and a conversion d- 100 impressions is not enough data to know which ad is better
d- 100 impressions is not enough data to know which ad is better
If I have a website that sells running shoes, I should map the keyword phrase "Asics Gel Kayano 20" to a- the homepage b- a category page c- a subcategory page d- a product page
d- a product page
As compared to a fat head keyword phrases, a long-tail keyword phrases typically a- receive lower volume of searches b- is longer (have more words) c- is more plentiful (there are more of them) d- all of the above
d- all of the above
In a PPC text ad, it is a best practice to include which of the following: a- UVP b- call-to-action c- keywords pertaining to the adgroup d- all of the above
d- all of the above
Nowadays, search engines determine our website's quality based on a- external links to our site b- search engine users' behavior toward our webpages from SERP (search engine results page) c- spelling and grammar on our site d- all of the above
d- all of the above
To have consistent messaging online, all of your ads should a- use a similar color scheme b- use similar calls to action c- highlight similar value propositions d- all of the above
d- all of the above
Liner attribution gives credit to a- all online/offline customer touchpoints b- only banner ads seen by the customer c- only unique customer touchpoints d- all prior customer touchpoints that can be tracked in analytics
d- all prior customer touchpoints that can be tracked in analytics
Unpaid search traffic comes when a user clicks on a- top advertised listing b- a listing in the sidebar on the right or the SERP (search engine results page) c- a banner ad d- an organic search result
d- an organic search result
The penguin update focused mainly on a- spelling and grammar b- ad footprint c- outbound links d- anchor text
d- anchor text
How often should a company send emails? a- 1x per day b- 1x per week c- 2x per week d- as often as it can create valuable content
d- as often as it can create valuable content
A media site w/ lots of written articles should probably use _____ as a KPI, while media site w/ mostly video content should use ____ as KPI a- conversion rate; visits b- visits; conversion rate c- average visit duration; average page depth d- average page depth; average visit duration
d- average page depth; average visit duration
If a keyword has low search volume, you should do which of the following? a- most definitely do NOT advertise on this keyword b- only choose it as a keyword if it has a low CPC c- most definitely DO advertise on this keyword d- consider the cpc and if your ad and landing page are relevant to determine if you should choose that keyword
d- consider the cpc and if your ad and landing page are relevant to determine if you should choose that keyword
Which of the following is NOT a weakness of finding internet content through lists of websites organized by subject matter (vs. through a search engine)? a- lists are slow to incorporate new content b- lists cannot cover niche topics c- lists are expensive to maintain, bc they must be monitored and updated manually d- lists can only cover a few websites per subject
d- lists can only cover a few websites per subject
This landing page type is known as the informercial of the internet: a- subscription landing pages b- single-product landing pages c- multi-product landing pages d- long-copy landing pages
d- long-copy landing pages
What technical information about a visitor's computer is NOT known to analytics? a- browser b- screen size c- operating system d- memory
d- memory
Online retailers can and should encourage every customer to sign up for regular emails from the retailer. In order to avoid spam filters, the retailer should a- automatically send regular emails to all customers b- send emails to all customers except those who request to be taken off the list c- provide a check box that is checked by default during the checkout process for customers to sign up for emails d- provide a check box that is unchecked by default during the checkout process for customers to sign up for emails
d- provide a check box that is unchecked by default during the checkout process for customers to sign up for emails
Getting 100 backlinks from 100 different websites is better for ranking purposes than getting 100 backlinks from 10 different websites because a- if the links come from 100 different websites, those links are more likely to generate social b- the links from 100 different websites will generate more traffic, and traffic is the most important ranking determinant c- if we get too many links from the same website, the search engines automatically assume we are buying those links d- search engines consider link diversity a sign of organic, independent endorsements of a website's content
d- search engines consider link diversity a sign of organic, independent endorsements of a website's content
My analytics tell me that last week my site had 3k visits, but only 2.5k visitors. What explains this discrepancy? a- tracking code wasn't working on 500 visitors b- 500 visitors did not count bc they did not enter the site from the homepage c- 500 visitors bounced after only one page view, so they did not count as complete visits d- some visitors made multiple visits
d- some visitors made multiple visits
I have a blog and I want to track the engagement of my readers. My blog posts usually take at least 4 minutes to read, and I want to track the percentage of users who read an entire blog post. I should set up a(n) ______ goal a- destination b- event c- pages per visit d- time on site
d- time on site
Which of the following is NOT a way that a media site might measure engagement a- page views b- video views c- time on site d- traffic source
d- traffic source
Direct traffic is defined as visitors who a- come to site directly from Google b- click directly on a product page c- are using a mobile device d- type the URL directly into their browser's address bar
d- type the URL directly into their browser's address bar
During what time of the day should emails be sent? a- morning b- mid-day c- evening d- when response rate is highest
d- when response rate is highest
Advertisers buy ad space through display ad networks a- so they don't have to buy ad space from each publisher individually b- an have no control over which sites show their ad c- but can pick what types of sites they will allow to show their ad d- a and b e- a and c
e- a and c
The Google Keyword Planner CPC Data: a- is irrelevant bc the cpc bidding system is too dynamic b- is relevant, but one should not expect to pay the exact same CPC as the Planner suggests c- provides data that helps you do keyword research d- a & c e- b & c f- none of the above
e- b & c
A reliable way to increase our rankings is to create multiple copies of our site at different URLS T/F?
false
Ideally, we should never add content to our site T/F?
false
KPI stands for...
key performance indicator