Digital Marketing Online Course

Which of the following is a pitfall when using social media for business?

2-way conversation with customers, Not being present on every social media platform, Not having the resources to respond to comments and questions in a timely manner, Spending too much time reviewing social media analytics Social media is a great platform to communicate directly with your customers. Making sure you have the resources to deal with comments, questions and complaints is a key consideration when setting up your social media profiles.

What should your search ad have in order to promote more clicks?

A call to action. You can use services like Google Adwords to see the performance of a keyword before you decide to bid on it. This means you can invest your marketing budget where it will have the most impact for your business.

What are 'highlighting key dates' and 'considering multiple channels' best practices of?

A content calendar can be used to plan and organize the process of creating content for key dates: from brainstorming ideas through to writing and publishing across multiple platforms.

If you needed to showcase which parts of a website are being clicked on the most, which presentation type should you consider?

A heatmap is a visualization map which allows you to see where and how visitors interact with your website. The brighter or hotter an area is, the more interactions occur on that section of the site.

When looking to attract a local audience, why is it important to optimize your website and content for mobile users?

A large percentage of searches are performed on mobile devices when the user is on the move. In addition, advances in mobile voice search mean that local users look for local services using this technology. If your website isn't optimized for mobile it might not appear in the results or even put off a potential user due to poor usability.

A robust social media plan includes which of the following?

A list of content that mimics competitor content, All of your online business goals, A long-term schedule identifying when to post content, A list of friends who can post on the accounts Having a long-term schedule of posts and ideas in advance means you can free up more time to complete other tasks but still keep a consistent appearance on social media.

Which of the following page titles would be most suitable for a website page describing a store's return policy?

A page title should be to the point and match the content on the page. Including your company name will help others find it when searching online. Clear page titles also help search engines determine what's on the page so that the page can appear in the relevant place in SERPs.

What is the name of the process that describes what happens when a customer is taken to a separate site to complete a transaction before being sent back to the original site again?

A third party payment processor, such as PayPal, allows you to accept online payments without a merchant account of your own. This means you can focus on your business whilst someone else takes care of electronic transactions, as well as making the checkout process easier for customers.

Which details should you look to include on a business profile page on social media?

Adding a business description to your profile page means that people can quickly identify your brand to confirm who you are. It helps current customers find you, and new audiences learn about you.

What would be beneficial to include on a product description page?

Adding reviews to your product pages can bring your products to life for the customer. Knowing how other customers feel about a product can inspire others to buy it and instill a feeling of trust.

Which of the following is an example of the type of data that advertising networks automatically collect and share with businesses?

Advertising networks collect and share data with businesses. They can tell you many things about your ads, including how much they cost you, where they've been showing up, and how many times they've been seen.

To an owner or administrator, what is a functional benefit of having an online store?

An e-commerce system allows customers to create accounts and manage their personal, billing and shipping information. Businesses can integrate multiple payment options, and even customize the checkout process. This can help improve your customer's online shopping experience, as well as help a business manage stock.

Most web analytics tools can tell you what information about the user?

Analytics can tell you a lot about the visitors to your website. You can use this data, such as location, device and interests to tailor the content in your ads and on your website.

What should a business do first, when considering going into a new market?

Before jumping into a new market you should fully research and identify any potential barriers to you conducting business. This will help you to gauge if your business is able to meet the needs of this new market while continuing to deliver great customer service.

When it comes to search ads, which of the following could dictate how an ad will perform against a competitor?

Bid value, together with quality score, is one of the components that will dictate your ad's position in the search results page. By increasing your bid on specific keywords you're more likely to outrank your competitor's ads.

Which of the following is a good way to get other websites to link to your site?

Building relationships with other businesses and similar sites means they are more likely to include a link to your site from theirs. Spamming people with link requests is bad practice and will impact business relationships negatively, which, as a result, will not lead to valuable link building.

Which of the following can businesses achieve by using social media?

Businesses can use social media to attract new customers by trialing different content types and extending their reach to different countries and interests.

Fill in the blank: Businesses should focus on social media platforms with _______.

Businesses should aim to have a presence on the social media platforms their main audience uses regularly. Investing time into a platform with the wrong type of customers for your business, or no customers at all, is not a valuable use of time.

What does the following definition describe? 'The division of an audience into groups of who they are and what they like, with a goal of identifying a group most interested in your product/service.'

Businesses would struggle if targeting an entire mass market. Segmenting your audience gives you the opportunity to better match the customer's needs and only target those interested, resulting in better opportunities for growth.

Which of the following is an accurate definition of what a content marketing campaign involves?

Content marketing is a strategic marketing approach. By sharing valuable and relevant content on a regular basis, you are aiming to attract and retain your audience and drive profitable customer actions.

What can conversion tracking in search help you measure?

Conversion tracking keeps count of how many transactions are completed on your site when referred from a search ad. This is done by placing a piece of tracking code called a 'tag' on your website.

When incorporating videos into a digital strategy, which of the following tactics provides value to customers?

Creating a how-to video for a product or service that a business sells can help answer customer queries, encourage sales and increase engagement with the brand. While providing value to the customer, these videos can also help businesses reach multiple goals.

When selling to people in different countries, what payment form should you consider using if you aren't already?

Different countries will have different preferred payment methods, so you'll need to research these new markets. However, worldwide payment systems such as PayPal and Worldpay are a great solution for both the business and the customer.

If you own a film blog, which type of customer can you expect to reach with display advertising?

Display ads can be used to get in front of any targeted audience using an array of platforms. You can target people who haven't found your website yet, but that have an interest in film or the types of things you write about.

In what way can display advertising be effective?

Display advertising cannot guarantee anything, but if used effectively with a call-to-action, they can help to drive traffic to your website.

Which of the following is an example of a social media goal?

Driving more traffic to your store would be beneficial to the growth of your business, and therefore would be a good social media goal to aim for. To achieve this, you can create engaging content with strong calls to action.

When expanding a business internationally, which of the following is most important to provide on your website?

Ensuring that international audiences can see your products in their local currency with the correct delivery options is key to providing good customer service.

If a person adds a product to a shopping basket but then leaves the website, which of the following tactics is most likely to encourage that person to return and purchase the product?

Even after they have left your website, you can use retargeting to show the product to people on other websites and platforms, keeping it fresh in their mind. Along with a discount coupon, this may inspire them to reconsider the purchase and return to checkout.

How can you take advantage of video for your product/services without actually making a video?

Even if you haven't created a video of your own, you can still take advantage of the medium by advertising your business on someone else's video using many different formats. For example, text ads and pop-ups.

Which of these can Google Search Console help you to do?

Google Search Console allows you to track a site's search performance. This includes understanding the keywords used by the audience landing on your pages/site.

What does responsive design mean?

Having a responsive website design means the site is able to adapt to whatever device it is being viewed on. This is important as it helps cater to site visitors on a variety of devices and help improve your overall quality score.

When it comes to optimizing your website's SEO for mobile users, which of the following is a crucial factor to keep in mind?

Having a website that loads quickly, is easy to navigate on mobile and caters to multiple device types, contributes positively towards your quality score for mobile SEO.

Which of the following options is important to research when planning to expand delivery of products and services to customers across the globe?

Having an understanding of the legal and tax considerations in the new market is imperative to running your business there, ensuring you don't break any laws. In addition, delivering products across borders may involve extra costs, such as taxes, that you'll need to factor into your pricing model.

Which of the following is a benefit of using relevant ads and landing pages?

Having relevant ads and landing pages will improve your ranking. Search engines score your display ads based on how relevant the advert copy is to the copy on the website landing page.

What is the first step in creating an online business strategy?

Identifying Business Goals -The first step is to clearly define your goals. Perhaps you would like to increase sales by 20%, or identify 100 potential customers? Setting goals will provide you with direction and a clear path to follow.

Before running search ads, you should make sure your site is mobile-friendly. Which scenario best describes a mobile-friendly experience for a customer?

If a website isn't mobile-friendly, when mobile users click your search ads you'll be getting charged to send them to a poor website experience. To ensure a good customer experience, your website should work on different device types and sizes.

Which of the following statements is true when it comes to running email campaigns for a business?

If the open rate of your email is low try adjusting the subject line of the email. People get inundated with emails in their inbox so a subject line, being the first thing they see, needs to be enticing enough to get them to open that email amongst the countless others.

Fill in the blank: If an ad is not performing well, one effective tactic is to _____________.

If you have an underperforming ad, reviewing the copy, tweaking it and then analyzing the results of the changes is a good tactic for learning what works for your audience type.

Which of these is an important factor in the paid search auction system?

If your adverts aren't relevant to either your business or audience, this will affect your Quality Score, which in turn could result in a lower position on the search results page regardless of how high you bid.

What is the first step of display retargeting?

In order to retarget with display ads you should first define your audience. This will help you determine where to publish and how to tailor the ads in order to achieve specific goals.

Which of the following will you need to start an email marketing programme?

In order to start sending out emails, you'll need a way of collecting email addresses. For example, a signup form on your website so that people interested can be kept up to date through email.

Which of the following can help you gain visibility in search engines?

Including the location of your shop or service area of your business means that when search engines crawl your site, they can make sure you appear for the right search terms and under local search terms.

Once you've worked out your Unique Selling Point (USP), how would you use it in a long-term online strategy?

Incorporate it within marketing materials across all channels to help raise customer awareness. Once you've worked out your USP, you should aim to incorporate it within your marketing materials across all channels. This will help promote your brand awareness and hopefully leave a lasting impact in the minds of your audience.

What is the best way to put your social content in front of people who don't already follow you?

Increase your email marketing campaigns, Ask people to share your content to their networks, Use paid promotion to reach new audiences, Put links to your social on your website Promoting your posts on social media enables you to target certain audiences that have not yet been exposed to your products or services. This means you can get in front of people who don't necessarily follow or are familiar with you yet.

Which of the following would be an ideal goal for an SEO plan?

Increasing relevant traffic to your website would make an ideal goal for a SEO plan. The more relevant the users are that visit your site, the more chances you have to convert them into potential customers.

Fill in the blank: Actionable insights can be described as explaining the ______ of an online marketing campaign.

Insights are critical to determine actions and help you focus on what is important to your business goals. An actionable insight takes this analysis one step further and determines what to do next, so that you can successfully improve and refine what you're doing.

Why is optimizing customer touchpoints online beneficial for businesses?

It provides customers with value every time they come into contact with a brand, helping build trust. Optimizing customer touchpoints online is a valuable way for businesses to build brand loyalty and trust. Once a business understands the relevant touchpoints their customer takes, the next step is to develop content that will keep customers engaged.

Fill in the blank: It's possible to determine how well a/an ___________ will perform without bidding on it.

Keyword. You can use services like Google Adwords to see the performance of a keyword before you decide to bid on it. This means you can invest your marketing budget where it will have the most impact for your business.

If your key business goal is to get people to book rooms at your guesthouse, what data are you most likely to be interested in?

Knowing who booked a room using your site, where they came from online and how much time they spent on various pages of the website are all valuable pieces of information. The most important metric, however, when aiming to reach your goal of conversion, is to track and review precisely how many people visiting your website actually booked with you.

Fill in the blank: Short strings of specific keywords with low search volume are called ___________.

Long-tail keywords are phrases made up of two or three words and are used to target more niche demographics, therefore they generally have a lower search volume.

Which of the following is a common feature of email marketing platforms?

Most email marketing platforms come with a link included in each email allowing the user to unsubscribe from your email marketing list. This gives your audience the option to opt-out if they don't want to receive your emails anymore and gives them control of how they consume your content.

When it comes to search ads, which description best describes 'negative keywords'?

Negative keywords are a word or phrase that you don't want your ad to appear for if a person uses them in a search. This is useful when you want to exclude certain keywords due to them not being relevant or related to your service/product.

Which of the following statements is true when describing how retargeting ads work?

Once a visitor has visited a site, a small piece of data called a 'cookie' is added to the user's web browser. This means your adverts can then be displayed to them when they visit certain websites within the retargeting network.

Which of the following is true when purchasing ad placements on an advertising network.

Once you've purchased your ad placement, the networks report back with data on the click-through rate, which shows how many people clicked on the ad to your landing page. You can use this data to review how your ad is performing and to monitor where people are coming from.

When looking to ensure your website is easily accessible by mobile users, what should you focus on doing first?

Optimizing a website for mobile can significantly improve the user's experience and satisfaction. Doing so can ensure the website can be viewed correctly on different devices, and that the shopping experience occurs smoothly.

Search engine marketing can also be called what?

Pay-per-click advertising: Search engine marketing is also known as pay-per-click or PPC. Regardless of which term is used, both involve the promotion of websites by increasing their visibility in search engine results pages.

When considering how mobile users will search for your business, which types of keywords should you focus on?

People using mobile are more likely to shorten and simplify their search terms due to smaller screens and keyboard size. So concentrating on shorter keywords and phrases is best for this audience.

Why are search engines a great place for a business to be found?

Pretty much everyone uses search engines to find a product, service or for general information. It makes sense for a business to present itself in a place where its audience is.

What is an example of product merchandising?

Product merchandising is all about how you display specific products to stimulate interest and entice customers to make a purchase.

Which of the following can be used to target an audience when using some social media ads?

Providing the information is available on their social profiles, businesses can target ad campaigns to people based on their relationship status. It is also possible to target by life events/milestones such as newly engaged and newlywed. This gives businesses the chance to tailor ads to their customers' lifestyles.

What can a business use to send messages to users who have already downloaded their app?

Push notifications generate a pop-up on a mobile device with a message or call to action from the publisher. Users don't have to be in the app or using their devices to receive them.

Which type of data relates to a metric that can be represented with a number?

Quantitative data is anything that can be numerically measured. For example, the number of people visiting a website, or the number of sales an online store makes in a month.

If the open rate of your emails seems low, which of the following could help you fix that?

Rather than taking the chance of your email not being opened, read, or even being blocked, it's good practice to run split testing on your email subject line. This way you can see which subject line is more successful and also further understand your customers' behavior and interests.

Which of the following is a benefit of registering your business in online local listings?

Registering your business on local listings is a great step to take when marketing online for the first time. These listings appear on search engine results pages so you can increase your chance of being found.

In an SEM auction, your Quality Score is based on which aspect of your ad?

Relevance. Quality Score measures the relevance of your web page against the copy in your ad. For example if you run ads stating 'Cheap Shoes' but your website page doesn't showcase anything about shoes then this will affect your Quality Score.

Fill in the blank: The ads on search engines are usually made up of ________.

Search ads are primarily text-based. A standard text ad for Google or Bing includes: A headline A display URL (i.e. your main URL) The destination URL (i.e. your landing page) A brief description

Fill in the blank: Spending money on search advertising influences how your website appears in ___________.

Search advertising allows you to promote your adverts at the top of the search results page depending on the search terms entered by the user.

Which of the following is primarily meant to target new customers online?

Search advertising gives businesses the opportunity to present themselves in front of new users who are using search engines to find a product, service or answer a question. The other options all involve a need for prior interest or a customer base to target.

What technology do search engines use to 'crawl' websites?

Search engines crawl websites using bots with the purpose of indexing sites to create entries for search engine results.

Which of the following metrics could help you understand which blog post is resonating the most with your audience?

Session duration will show you how long your audience spends on that specific blog page. This gives you a good indication of whether they've found the blog content relevant to them.

Which of the following is a benefit of using spreadsheets?

Spreadsheets store data that can be arranged in many different ways. They have multiple inbuilt functions such as formulas, which you can use to make a variety of calculations in order to better understand the mass of inputted data.

How can you improve a business's visibility to people located near you geographically?

The best way to increase your business's visibility to locals is to ensure you have your basic contact details online, so you can easily be found by people searching for you or your services. This also has benefits for SEO or how a website appears when people search.

What makes the data cycle useful?

The data cycle helps you make the most of your collected data. You can use it to help you prepare, take action and inform your business decisions online. The four main stages of the cycle are: Plan, Do, Check and Act.

What should be the first step of a structured SEO plan?

The first step of an SEO plan should be to conduct keyword research. This will enable the website to rank for relevant search terms.

Which of the following best describes why approaches to writing need to be adapted for online content?

There are so many websites and so much content out there, so it is crucial that yours stands out amongst the rest. One way to ensure it does is to adapt offline writing styles to online behavior, whilst keeping in mind that users have varying attention spans.

Fill in the blank: As a small business, creating videos to showcase your business or product requires only ______.

There is no need to invest a fortune in your video content as a small business. As long as you plan, storyboard and get creative you can achieve great things.

Which of the following is an example of a local search?

This search uses a local term that aids the search engine when narrowing down the most relevant results for the user using GPS. This means the first results the user will see will be for the geographic area they're searching in.

Which section of Google Analytics can tell you whether visitors have found your website via social media?

Through the acquisition tab on Google Analytics you can see where and when people arrived on your site from social media. If tracking your links using UTMs, you can also track which specific social posts referred to them.

Which of the following can help a search engine understand what your page is about?

Title tags can help search engines identify the topic and theme of a web page in order to decide where it appears in the search engine's results page. Making sure the page title accurately describes the content on the website can increase the chances of ranking when a user searches for the relevant terms.

What is the purpose of the 'See, Think, Do, Care' framework?

To help a business understand the customer journey online. The 'See, Think, Do, Care' framework is a useful way to understand the online customer journey. Being aware of this journey helps a business to identify where they should invest their efforts in connecting with customers.

Which of the following factors should you consider when optimizing your website for search engines?

To help deliver the best possible search results to the user, search engines look at how popular a site is and then build a domain authority based upon relevant links to and from that site. This demonstrates the site's trust and popularity.

Before starting to promote products to other countries online, what could you use to gauge demand for your product in that specific market?

Tools such as Google or Bing's keyword planner will give you insight into what terms are used for search ads in that region and in what volume. This will give you a good indication whether or not there is a good appetite for your product in that market.

When adapting your website for customers who speak a different language, what should you do?

Translating your own content allows less room for mistakes. Some languages have different ways of phrasing things and alternative words, so trying to translate existing content will not necessarily work. It's best to start fresh for new markets.

What is the best way to translate the content on your website for a new market?

Translation software isn't the most reliable source for accurate translations. Having a native speaker help will remove any potential errors in the copy for your website and make you aware of any cultural differences in the new market.

When looking at your video analytics, you discover people are only watching the first few seconds of your video. What should you do?

Updating the components that might be drawing in the wrong audience or boasting something not included in the video would be better than re-shooting or deleting the video in its entirety. Always try this approach first before investing in a complete re-filming.

When making video content for your display ads, what is most important to ensure?

Video ads should be relevant and short in length to try and keep the viewer's full attention. As with other ads, they should include a CTA to achieve conversions from customers.

What can using video as part of your online presence help you create?

Videos can help you to engage with customers in many ways, such as answering FAQ's or sharing details on your product and services. There are countless possibilities when creating video for business.

Which of the following is a sign that customers are having trouble using a particular device to make purchases?

Web analytics can show you at which point of the customer journey users are abandoning your site, signaling that there may be a problem with that specific page or feature. Analyzing this data can then give you actionable insights.

Fill in the blank: Website analytics can tell you _____________.

Website analytics can give you a lot of information about how well your website is performing, including the times of the day it receives the most traffic.

Analytics can give you immediate valuable information about which type of customers?

Website analytics instantly provide data that can tell us a story about what current customers on a site are doing, as well reveal trends using historical data about previous customer behaviors.

Fill in the blank: When describing the purpose of content, what is missing? 'To entertain, to inspire, to _______ and to convince'.

When creating content you should aim to achieve specific business goals. The four main purposes of content are usually: to entertain your audience, inspire their actions, educate them further and convince them to complete an action.

Which of the following statements is true when it comes to running email campaigns for a business?

When running email marketing campaigns, there's no need to use sponsored ads within your email marketing. However, you should monitor the campaigns' success using analytics software. This will enable you to improve your campaigns by seeing what works best for your audience.

Which of the following factors help search engines determine if your business is local?

When search engines analyze a website they look for key pieces of information, such as your business address, to determine if you're local to the searching user. Other key factors include the quality of your content and how mobile friendly the site is.

What can social media analytics tools help you measure when assessing campaign results?

Whether the campaign was more successful than your competitors, Whether the visitors liked the social campaigns or not, Whether a visitor called the store after seeing a social post, Whether the visitor clicked on a paid ad or organic listing Social media analytics can tell you if a site visitor clicked through from a paid ad or organic post. This information can then help you make informed decisions when building future marketing campaigns.

Fill in the blank: If you use __________ keywords when building your search ads, minor variations, like plurals, can still trigger the ad.

With Exact Match keywords, users who search for your keywords or close variants will still be able to see your ads. This helps businesses to still be visible to people who accidentally add extra characters or make minor mistakes with spelling and grammar during their search.

Which of the following is an advantage of e-commerce?

With e-commerce, your main costs are associated with your website, shipping and online payments. You'll also pay for your domain name, but all together these costs are typically less expensive than operating a physical shop where you can sell the same products or services.

When using search engine marketing, where can your ads appear?

With search engine marketing, your ad will only show when people are searching using a search engine. Once they've left the search engine and are continuing to browse other websites, you can't reach them with search engine marketing.

Using videos in email marketing and social media is an effective way to do what?

With so much content online, video is a great way to attract the attention of your audience when using email marketing. Standing out against the hundreds of emails in someone's inbox can help build brand recognition and engage your audience.

When setting up display advertising campaigns, who can you target?

You can target your ads to appear in front of people who speak different languages. Language targeting allows you to choose the language of the sites you'd like your ads to appear on so you can be inclusive of other markets.

Which three pieces of information are essential to include first in your local directory listing?

Your local listing should include your business name, address and telephone numbers. This helps search engines identify key information quickly and present it to a potential customer when they search.