Digital Marketing Quiz Questions

The upper fold of a webpage should answer the questions, "What are you offering?" "Why should I pick you?" and

"What do you want me to do next?"

Whenever you create an online marketing campaign, you should also create

A dedicated landing page designed specifically for that campaign

The best title tag for Cabela's to use to optimize a page for the search "camping tents" would be

Cabela's: Camping Tents

_____ is a static, client-side programming language (as opposed to a dynamic, server-side language)

HTML

Justin has visited ESPN.com several times within the last hour and almost daily within the last three months. In terms of counting Justin as a user, all of the following statements are true, except

If Justin accesses ESPN from a different computer, he will not be counted as a new user

What do cookies do?

Mark a web page as having been visited.

The appropriate primary conversion metric for an e-commerce site would be

a purchase

A common thread in all calls to action is that they include

action verbs

Ad Rank is defined by Google as the value that is used to determine

an ads postion on the SERP

Unpaid search traffic is when a user clicks on

an organic search result

A trust symbol on a landing page is

any symbol, icon, image, or small statement communicating to the user that the site is legitimate

A measure of user engagement with a website is

average page depth

The ______ is a measure of the amount of time visitors spend at a website.

average session duration

With a multi-product landing page, the best selling products and those with the highest margins should

be first on the page

A reliable strategy for long-term off-site SEO success would be

consistent efforts to generate inbound links from reputable sites

The percentage of visitors to a website who make a purchase is the

converison rate

After setting up goals in web analytics, the _____ metric would track the percentage of sessions that resulted in the intended action.

conversion rate

When conducting an A/B test to improve a webpage's design, the measure that should be used to determine which page is better is usually

conversion rate

PageRank could be manipulated by

creating spam websites linking one to another

All of the following technical information about a user's computer is obtained through analytics, except a. browser b. screen size c. operating system d. memory

d. memory

The category of website traffic that produces the least number of visits to most websites is

direct traffic

A single-purpose landing page

directs visitors to one (and usually only one) possible action

In preparing a Pay Per Click text ad all of the following should be included, except - unique value proposition - keywords pertaining to the ad group -call to action dynamic keyword insertion

dynamic keyword insertion

Links a webmaster puts on a page because he likes the page's content is classified as a(n) _____ link.

editorial

The first step in generating strong _____ backlinks to a site is to create content other websites consider valuable and worth linking to.

editorial

Most lead-generation landing pages want visitors to

either call the company or fill out an email form

As compared to fat head keyword phrases, long tail keyword phrases typically have all of the following characteristics, except

generate higher level of search traffic

Retargeting (or remarketing) ads are shown to people who

have previously visited the advertiser's website

All of the following statements about search engines' rankings of websites based on popularity are true, except - having a brand or website name in the majority of anchor texts of backlinks will boost the search popularity score - high quality websites will continue to receive new backlinks - search engines like to see backlinks from different types of websites with unique root domains - links on social media are viewed by search engines as endorsements of those websites

having a brand or website name in the majority of anchor texts of backlinks will boost the search popularity score

Search engines reduce a webpage's ranking in all of the following situations, except

having pages with high click-through rates

The Quality Score for search ads is defined as a measurement of

how relevant an ad, keywords, and landing page are to individuals seeing the ad

All of the following are suggestions for creating valuable content that will produce editorial backlinks, except - provide expert knowledge or advice - incorporate a directory or website listing within the website - have interesting visual content with the copy - use interesting, educational or comical videos rather than text

incorporate a directory or website listing within the website

Black-hat SEO is any practice that

is designed to artificially boost rankings

Search engine advertising offers brands the following benefits, except - can measure results more effectively - provides more precise targeting of potential customers - is less costly than other forms of online advertising - drives more traffic to a new website than any other form of online advertising

is less costly than other forms of online advertising

Which of the following is not a benefit search engine advertising offers brands? It can measure results more effectively It provides more precise targeting of potential customers It is less costly than other forms of online advertising It drives more traffic to a new website than any other form of online advertising

it is less costly than other forms of online advertising

A website can reduce its bounce rate through all of the following, except

keyword phrase for the URL

The first step in on-site search engine optimization is to determine the

keyword phrases that would be the best for a website to rank

If a company advertises a product category such as hunting supplies in a print ad or email, then it would be best to use a(n) _______ landing page.

multi-product

Which of the following is not information web analytics packages can obtain when someone visits a website?

name and address of website users

A media site with a large number of written articles should probably use ____ as a KPI. whereas a media site with mostly video content should use _____ as a KPI.

pages per session; average session duration

A "hit' is another term for a

pageview

A(n) ______ occurs anytime a user accesses a page on a website

pageview

Web analytics tracks the identity of a computer through

placing a cookie on each computer that visits the site

When writing copy for search text ads, web designers should include all of the following, except - keywords - product listing offer - call to action - unique value proposition

product listing offer

A retail website's conversion rate is calculated as

purchases/ sessions

Getting 100 backlinks from 100 different websites is better for ranking purposes than getting 100 backlinks from 10 different websites because

search engines consider link diversity a sign of organic, independent endorsements of a website's content

If a company advertises a specific product in an ad or email, then it would be best to use a _______ landing page.

single product

Lowering the shopping cart abandonment rate is a reliable way to improve conversion rates. Of the following methods, the action most likely to decrease shopping cart abandonment is

streamlining the payment process

Alt text is the

text that appears if an image does not download from the server

Effective headlines for a search text ad would include all of the following except

text to gain searchers attention??? maybe not the right answer idk

website analytics packages will allow a website to organize data in all of the following ways, except

the GPS coordinates of individuals when they accessed the website through their mobile phones

With the automated auction system for bidding on keyword search advertising, the cost-per-click (CPC) an advertiser will pay is

the highest bid amount

The upper fold of the landing page is defined as

the part of the page that can be seen without having to scroll down

In general, web advertisers are willing to pay more if

they can more precisely target potential customers

Of the following metrics used by search engines to determine a webpage's popularity, SEO experts believe the most important one is

total number of backlinks

Direct traffic are visitors who

type the URL directly into their browser's address bar

The single thing that sets a website apart from the competition in terms of what it can provide to customers is called

unique value proposition

If a user goes to a particular website multiple times, the ______ metric only counts the individual once.

users

The most detailed level of geographic information known through analytics is the

zip code