digital strategy study guide
An advertiser bids $10 CPM, achieves a 1% CTR and achieves a 5% conversion rate. What would an equivalent CPA bid be for this advertiser be?
$20
An advertiser wants to show search ads to people searching for running shoes. She wants her ad to show only for searches who use "running" or a close variant, but she wants to allow for broader matching to "shoes". Which keyword will accomplish this? a) "running shoes" b) [running shoes] c) +running +shoes d) +running shoes
+running shoes
During a one-week period, a website had 3,000 total pageviews from 500 sessions. What is the site's average page depth?
3,000/500 = 6
Of 500 sessions that occurred on a website during a one-week period, 200 of them started on the homepage; 100 of these 200 sessions saw only the homepage before leaving the site. Of the 300 sessions that started on other pages, 100 of them consisted of only one pageview. what is the homepage's entrance rate?
40%
A lead generation website received 1,000 visitors, gained 80 leads, and booked jobs with 20 of those leads. What is the conversion rate and what is the close rate?
8%; 25%
Two advertisers achieve the same 1% CTR on their ads. Advertiser A bids $10 CPM while Advertiser B bids $1.50 CPC. Which advertiser will be awarded more impressions from the ad network?
Advertiser B because his/her bids are expected to earn the ad network more money
The AIDA model states that the process of creating a customer follows these four steps:
Awareness → Interest → Desire → Action
Why is a high bounce back rate a negative signal of a webpage's quality?
Because this behavior indicates that the searcher did not like what they saw or find what they were looking for
Which type of YouTube ad lasts exactly 6 seconds?
Bumper ads
A retail website that wants to track its conversion rate should set up what type of goal?
Destination
What is the anchor text of this link: <a href="http://jane.com">Fashion deals</a>?
Fashion deals
Which of the following is NOT a dynamic language? Java Perl PHP HTML
HTML
In what way is the Final URL the most important part of a search ad?
If the final URL is wrong, searchers cannot reach the website properly
Why should email marketers remove from their email list any consumers who have not opened an email for several months?
Including these recipients puts the company at risk of being blocked by spam filters
Which platform has an advertisement type that is most similar to email marketing?
Why is receiving 100 links from 10 different websites better than receiving 100 links from the same website?
Links from 10 websites mean a higher link diversity than links from one website
Why is the engagement of social media followers more important than the number of followers?
Most social media platforms do not show company content to followers who are not highly engaged.
An advertiser on Pinterest who wants to drive as much traffic as possible to his/her website should use what type of ad?
One-tap pins
Which of the following is NOT used when calculating an ad's Quality Score? a) Expected CTR b) Ad relevance c) Landing page experience d) Organic search ranking
Organic search ranking
What led to a thriving ecosystem of influencers on Instagram?
Paid advertisements came relatively late to Instagram
A website that sells wedding dresses targets ads to (1) women (2) ages 22 to 35 (3) actively searching for a wedding dress (4) with an interest in fashion (5) in the top 10% of income (6) within the greater Denver area. What is a major downside of this targeting?
The audience will be so small that the ads are not likely to generate a large volume
Including the word 'maternity' in the alt text and file name of several images on the maternity category page of Jane.com will improve the page's relevance score for searches using the word 'maternity'. What other benefit can result from this?
The images are more likely to show up on image searches that use 'maternity'
I place the following link on my website: <a rel="nofollow" href="http://jane.com">Fashion deals</a>. How will this link be treated differently by the search engines?
The link will not pass link authority to jane.com.
You have a website that sells widgets, and you have a category page specifically for blue widgets. After some extensive outreach efforts, you are able to gain 100 links to your blue widgets category page, but no links to your homepage. How will these new links affect the rankings of your homepage on relevant searches?
They will improve homepage rankings
How can credit card numbers and other sensitive information be transferred across the internet without third parties seeing it (and stealing it)?
Transport layer security encrypts sensitive information
On Twitter, Partner Audiences allow advertisers to target potential customers based on behaviors that occur outside Twitter. How does Twitter get this information?
Twitter has partnered with third party data providers to access this information
URL is an acronym for:
Uniform Resource Locator
Two competing websites have the same number of links. Website A received all of its links between January 2016 and January 2017. Website B received its links from January 2016 to the present. Which website is likely to rank higher today for a search that is equally relevant to both sites?
Website B, because it has higher link freshness
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?
A website that sells software made 100 sales of $200 each from 2,000 sessions (for a total of $20,000 in revenue and profit—the marginal cost of these sales was $0.) The average cost to generate each session was $5 (the traffic came from a paid advertising campaign). Were these 2,000 sessions profitable?
Yes
What enables a website to recognize a computer as a return visitor (as opposed to a first-time visitor)?
a cookie
An editorial link is
a link created voluntarily by another website owner because he/she values the website's content
A banner ad for Netflix should lead people to what kind of landing page?
a subscription landing page
A company sends out a broadcast email to its entire email list informing the list about Black Friday deals. At 6:00 pm on Black Friday, the company sends out an email only to members of its email list that (1) clicked on the previous email and (2) did not make a purchase. This second email is an example of
a triggered email
Oli Gardner's principle of clarity has been violated if
a visitor has no idea where a link leads
Which of the following steps is NOT a part of the social media plan? a) Register the company on all social platforms b) Determine the objective c) Plan the content d) Measure success
a) Register the company on all social platforms
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 (but not always) a) conversion rate b) time on site c) number of clicks during the visit d) traffic
a) conversion rate
. Return on Advertising Spend (ROAS) cannot be calculated within an AdWords account unless a) conversion tracking is set up properly in analytics (or Tag Manager) and connected to the AdWords account b) the advertiser spends a minimum of $250 per week on AdWords c) the advertiser has achieved at least 50 conversions within the past month d) the advertiser has a six month history of AdWords advertising
a) conversion tracking is set up properly in analytics (or Tag Manager) and connected to the AdWords account
A website that sells high-end ties notices that its ads are showing up for searches that include "cheap". Because its ties are expensive, it does not want its ads to show up for searchers using the word "cheap". What should this advertiser do?
add the word "cheap" to its negative keyword list
The benefit of keyword mapping is a) to make sure the most appropriate webpage shows up on the SERP for every search phrase b) to organize SEO efforts across the many search phrases the website is targeting c) to prevent keyword cannibalization in a website's SEO efforts d) all of the above
all of the above
Retail websites can most advisedly grow their email list by
allowing customers to sign up for the email list during the checkout procedure
The three broad methods of display ad targeting on Google's display network are
audiences, demographics, content
Which of the following is NOT an aspect of successful websites? a) generate traffic b) create captivating design c) drive conversions d) maximize revenue
b) create captivating design
Social listening usually entails (1) scraping all public mentions of a company on social media, (2) coding those mentions as positive, negative, or neutral, and (3) a) monetizing this information b) summarizing average sentiment about the company c) responding to all social media statements with a form letter d) making excuses for negative statements
b) summarizing average sentiment about the company
Organic search results are typically displayed
below the paid ads
Email marketers can target different segments by a) sending emails only to specific segments of the email list b) changing portions of content for each segment within an email c) both a and b d) neither a nor b
c) both a and b
Measuring the average sentiment expressed about a company on social media platforms may not be a good reflection of the company's performance because a) some industries generate a generally high level of negative posting regardless of their performance b) sentiment coding on social platforms is sometimes inaccurate c) both a and b d) neither a nor b
c) both a and b
A single-purpose landing page? a) is the same as a single-product landing page b) is the least effective of the landing page types c) directs visitors to one (and usually only one) possible action d) provides as much information to visitors as possible
c) directs visitors to one (and usually only one) possible action
The most reliable way to measure advertising effectiveness is to
conduct a carefully-controlled experiment
Content marketing differs from advertising in that
content marketing is meant to entice readership/viewership on its own merits
To conduct an A/B test on ad copy, an advertiser merely has to
create multiple ads in an ad group
The primary conversion for a lead generation site is? a) a phone call from a website visitor b) a form fill on the website c) a referral to a friend d) Both a and b
d) Both a and b
Which of the following is NOT an example of direct traffic? a) Someone clicks on a link from an email b) Someone clicks on a bookmark from his/her browser c) Someone types in the URL of a website into the browser address bar d) Someone types the name of a website into a search bar and clicks the first link on the search engine results page
d) Someone types the name of a website into a search bar and clicks the first link on the search engine results page
. Which of the following is NOT a principle of Steve Krug's design for usability paradigm? a) Create effective visual hierarchies b) Break pages up into clearly defined areas c) Format content to support scanning d) Use complementary colors
d) Use complementary colors
The Mobile First design philosophy advocates for designing the mobile first because a) it is easier to adapt a mobile site for display on a desktop computer than it is to adapt a desktop site for display on a mobile device b) mobile web design is more visually appealing than desktop designs c) mobile traffic has more volume than desktop traffic d) a and c
d) a and c
NSAMCWADLP means that whenever you create an online marketing campaign, you should also create
d) a dedicated landing page designed specifically for that campaign
Posting on a company's social media profiles can improve company profit by a) facilitating purchases from first-time customers b) increasing loyalty of past and current customers c) improving SEO and thereby facilitating first-time customer purchases d) all of the above
d) all of the above
What advantage does a social network have over a display network for paid advertising? a) Social media networks typically have more intimate knowledge of their users' interests b) Ads on social media command more attention than banner ads on a display network c) Ads on social media provide a great number of engagement options d) all of the above
d) all of the above
When a consumer clicks on a display ad, the landing page should match the ad's a) value proposition b) color scheme c) imagery d) all of the above
d) all of the above
Advertisers on a display network can pay through each of the following methods EXCEPT a) CPM (cost per mille) b) CPC (cost per click) c) CPA (cost per acquisition) d) flat fee
d) flat fee
A low conversion rate can be caused by all of the following EXCEPT a) poor web design b) poor audience selection c) technical glitches d) overly responsive design
d) overly responsive design
Good display ad copy does everything EXCEPT a) attract attention b) communicate a value proposition c) invite action d) pre-convert the consumer
d) pre-convert the consumer
If an email marketer has a good email list and lots of information about the users on this list, marketing automation would be useful for a) revamping the segmentation system b) automatically creating new content for emails c) creating new onboarding email copy d) targeting emails to the right users based on their ongoing behavior
d) targeting emails to the right users based on their ongoing behavior
Sending out press releases to entice news organizations to do a story about a company can result in links from these news organizations' websites. These links would be considered
editorial links
Showing the same advertisement too many times to the same person can annoy consumers, and in addition is less effective than showing ads fewer times to more people. To avoid showing the same ad 10 or more times to the same person, advertisers engaging in remarketing should
employ frequency caps
A B2B services company is likely to use email marketing to
engage in lead nurturing
An analytics package records all of the following information from visitors EXCEPT a) the timing of the visit/click b) browser being used c) location of the visitor d) hard disk space of the computer
hard disk space of the computer
Jane.com sells clothing and accessories. They want their line of maternity clothing to show up on searches that include 'maternity'. What should the URL for the maternity category page be?
https://jane.com/maternity
When a shopper puts an item in their online shopping cart, Amazon recommends add-on products to
increase revenue
Curated social media content refers to content that
is collected from a variety of other content creators
The primary advantage of a short email sign-up form is that
it attracts a higher volume of sign-ups than a longer form
Email marketing can be especially effective for a search engine like Kayak or Expedia because
it typically has information about deals that might interest its customers
Unpaid referral traffic is traffic that comes from
links from other websites that are not paid for
The purpose of hashtags is to
make posts (tweets) searchable
Writing a blog post for someone else's blog and including links to one's own site would give a website what kind of links?
manual links
If a company's social media followers exhibit greater purchase frequency than non-followers, this could be a sign that the company's social media efforts are producing good results. Alternately, it may only reflect the fact that
more loyal customers are more likely to follow the company on social media
Instagram can be a top social platform for generating first-time customers even though it has a huge downside in that
posts cannot include links to external content
In addition to posts from friends and paid-for advertisements, what other two types of content are found in a Facebook News Feed (though with much lower frequency)?
posts from Liked pages and actions from friends
Which of the following is NOT a match type for selecting search ad targets?
precise match
Which of the following is NOT recommended to be shown in a search ad?
reference to competitors
A company wishing to rank for local searches should first
register and verify its business with Google's My Business
"Long tail keywords" are
search terms with lower volume than "fat head keywords"
An experiment at eBay showed that advertising on branded keywords (searches that included "eBay") were not profitable because
searchers clicked the organic listing when the advertised listing was not available
Twitter consumption is fast-paced because of the short nature of tweets. Pinterest consumption is even faster-paced because
the Pinterest feed shows multiple columns of images
An ad's location, bid strategy, daily budget, ad extensions, and more are all determined at what level within the AdWords account?
the campaign level
To determine whether a new ad copy is better at attracting attention, an advertiser should conduct an A/B test and measure
the click-through rate
A major advantage of creating content specifically with the goal of ranking well for a popular search phrase is that
the content will have built-in distribution
For a search engine, "relevance" refers to
the extent to which a webpage's content matches the searcher's query
Of 500 sessions that occurred on a website during a one-week period, 200 of them started on the homepage; 100 of these 200 sessions saw only the homepage before leaving the site. Of the 300 sessions that started on other pages, 100 of them consisted of only one pageview. Which is higher: the site bounce rate or the homepage's bounce rate?
the homepage's bounce rate
Even a highly relevant keyword may not be worth pursuing in your SEO if
the keyword has no traffic
If your website ranks 1, 9, 98, and 112 for four different keywords, on which keyword should your website first target SEO efforts?
the keyword on which your site ranks #9
To determine the winner of an A/B test on a subject line, an email marketer should use
the open rate
The "upper fold" is
the portion of a webpage that is visible without scrolling down
"Analysis paralysis" occurs when
the sheer volume of data overwhelms a manager and causes inaction
After a B2B services company closes a deal with Company X, email marketing may still be useful for purposes of a) training the employees within Company X b) nurturing leads from Company X c) generating leads from Company X d) qualifying leads from Company X
training the employees within Company X
On Facebook, custom audiences allows advertisers to
upload email addresses of current customers and target users with similar characteristics
Dynamic remarketing ads
use different ad content across targets
In the original EdgeRank formula, affinity score referred to
users' liking of the friend or page making the post
Creating a post with a discount for a product is an example of providing
utilitarian value
In web design, what is more important than website's visual appeal is?
whether it generates a high conversion rate