DMI Exam

You can use Twitter's native tools to gain valuable insights from Twitter activity. Match each description with the correct Twitter tool.

Account Home- Provides a 28-day summary of account activity Campaign Dashboard- total impressions Tweet Activity Dashboard- Displays tweet data such as impressions, retweets, and replies

All email campaigns face challenges that can affect mailbox placement and email delivery rates. Match the email delivery or mailbox placement challenge to the appropriate example.

Email addresses monitored by ISPs and blacklists that do not bounce- Spam Traps Email fails to deliver to a recipient's mailbox- Bounce Spikes in email sending volumes can trigger spam filters- Sending Volumes Recipient clicks "Spam" or "Junk" in response to your email- Spam Complaint

There are four default goal templates to choose from when setting up goals in Google Analytics. What goal template should you use to track session length on your site? Choose one of the following:

Engagement

Your email copy needs to grab readers' attention from the start and maintain their interest. What best practices should you follow to write effective email copy? Choose TWO of the following:

Ensure the email is easy to scan/Keep sentences simple and strong

Selecting the most appropriate content platform for different content formats can help to maximize the efficiency of your content strategy. Match each content format with the most suitable content platform.

Facebook- 360 Video Website- Blog LinkedIn- Whitepaper Instagram- images

When you integrate Google Ads with Google Analytics, what insights can you develop using the Google Ads report? Choose TWO of the following: response - incorrect

Find information on click costs/Identify high-performing times of day

What are the benefits of using the standard version of Google Analytics? Choose TWO of the following:

Free of charge/Easy to implement and install

Which Google Analytics report can be used to identify stages in the conversion process that can be improved to enhance the user journey and increase conversion rates? Choose one of the following:

Funnel Visualization

You need to gather data on the metrics and goals you have selected to evaluate the effectiveness of a website across channels and devices. What is the best tool you can use to do this? Choose one of the following:

Google Analytics

You can use Google Ads to help you manage different aspects of your paid search campaigns. How can you use Google Ads to help you organize your keyword lists? Choose TWO of the following:

Group keywords into similar themes using Ad Groups Use Campaigns to organize and manage the daily budget for Ad Groups

To build an effective email marketing strategy, you first need to consider some fundamental email marketing principles, tactics, and the audience you are targeting. Match the email marketing principle or tactic to the correct description.

Grouping similar users together to provide them with relevant information- Segmentation Identifying optimal days for your campaigns- Timing Tailoring a message for each user- Personalization

When using analytics tools, what actions can you take to help ensure you are in compliance with EU data protection legislation? Choose TWO of the following:

Have a clear policy on how the analytics data you collect is used and managed/ Get explicit consent from the consumer when collecting PII

What are the key elements to consider when establishing a creative strategy? Choose TWO of the following:

Ideas/Activations

What are the main ways to install Google Analytics code on a website? Choose TWO of the following:

Implement it using Google Tag Manager/Ask a web developer to hard code it on every web page

The primary goal of conversion rate optimization or CRO is to drive more sales, leads, and conversions on websites by using a number of specific onsite tactics. Which onsite tactics can marketers use to improve conversion rates? Choose TWO of the following:

Live chat/CTAs that are easy to understand

What strategy document can be used to help determine how paid advertising is implemented over a specific period of time? Choose one of the following:

Media Plan

On-page optimization is the process of ensuring web content is relevant and provides a great user experience. Match each optimization technique to the most appropriate pre-click on-page element.

Meta description tag- Use a maximum of 156 characters Title tag- Include main keywords URL- Use dashes instead of underscores

A business can take steps to ensure search engines can easily access and crawl the content on its web pages. Put the five steps of crawlability into the correct order, beginning with the first step.

Minimize site errors use redirects wisely submit xml sitemap minimize duplicate pages check indexed pages

What are the key factors to consider when developing an effective budget plan for a digital marketing strategy? Choose TWO of the following:

Objectives/Ad spend allocation

There are a number of key components and activities involved in a successful SEO campaign. Match each activity to the most relevant SEO component.

Off-page optimization- gain external links On-page optimization- content/keyword targeting Technical optimization- non content related

What metrics are typically used to measure the level of success for digital marketing activities? Choose TWO of the following:

Revenue per lead/Average sale cost

You are carrying out keyword research for a product or service. You have picked a topic to research, brainstormed keywords, and now have 50 keywords around the topic. Following best practice, what is the next step to successful keyword research? Choose one of the following:

Review keyword value

A digital strategy provides a framework that enables you to deliver on digital marketing objectives. What are the key outputs required during the early stages of digital strategy development? Choose TWO of the following:

Review of current activity and future expectations/ Understanding of available resources

Paid search and organic search work in different ways to get visitors to your website. Drag and drop each characteristic to the appropriate search type.

SEO-Traffic is free Results can take time ROI is often harder to measure initially PPC- Traffic is paid Results can be achieved in minutes ROI is often easier to measure initially

You are conducting research on your product and on trends within your industry. What type of industry trend research can provide you with detailed information on the keywords that consumers are entering online?

Search analysis

Customizing your YouTube channel makes it look more professional and encourages more viewers to subscribe to it. What elements can you add to customize your YouTube channel? Choose TWO of the following:

Sections/channel icon

You can use a number of different ad formats when advertising on YouTube. Which video ad format plays your video ad before, during, or after other videos and is 'skippable' after 5 seconds? Choose one of the following:

Trueview In-Stream

Each of the leading social media platforms offers a distinct set of advantages to digital marketers. Match each primary advantage to the most appropriate social media platform.

Twitter- Real-time conversations Pinterest- visual inspiration Facebook- Large-scale reach LinkedIn- professional networking Instagram- curated photos/videos

Effective websites adhere to a number of key design principles. Which key design principle helps to ensure a potential customer can access the same pages on mobile as they can on desktop? Choose one of the following:

Usability

What research activities can help develop insights to guide your strategic direction? Choose TWO of the following:

Utilizing your existing data on existing channels to make decisions Observing how people talk about your brand, category, or industry on social media

A creative brief is a short document that guides creative projects and helps to deliver on campaign objectives. What questions should you ask yourself when writing a creative brief? Choose TWO of the following:

What channels? Brand personality?

Content promotion involves distributing your content to a wider audience via both paid and organic channels. If you pay a third party a commission to promote your content on their blog, social channels, or website, what method of content promotion are you engaging in? Choose one of the following:

affiliate marketing

You can use different metrics to measure your SEO performance. Which SEO metric in Google Analytics can help you determine whether you are getting the right type of backlinks to your website? Choose one of the following:

referral traffic

Digital marketers can use Facebook's native tools for a variety of purposes. Which native tools can provide rich insight into the performance of Facebook campaigns? Choose TWO of the following:

Ads manager/audience insight

You are planning a new paid search campaign. How can you ensure your campaign is relevant to searcher needs? Choose TWO of the following:

Choose keywords that align with user search queries Bring users to a landing page that resolves a problem

You can use LinkedIn's native tools to derive analytics insights from LinkedIn activity. Drag and drop the insights that can be gleaned to the appropriate LinkedIn tool.

Company page analytics- Evaluate engagement of individual posts Identify trends across key organic engagement metrics Understand more about follower demographics Measure the effectiveness of ad campaigns Provide social action data for Sponsored Content ads Provide data on Sends and Opens for Sponsored InMail

A potential customer is aware they have a problem and have identified potential solutions for it. They are now at the stage where they are evaluating their options. What stage of the Buyer's Journey is your prospect at?

Consideration

Content curation and content creation both have associated benefits and limitations. Drag and drop each content feature to the appropriate content development strategy.

Content creation- original, 100% ownership, higher resource investment Content curation- 3rd party, limited ownership, lower resource investment

There are several important metrics you can use to measure the effectiveness of a display campaign. Match each description with the correct display campaign metric.

Conversion rate- Average number of conversions per ad click shown as a percentage vCPM- Cost per thousand impressions for a 'viewable' display ad Conversion- A valuable action that someone takes on a website CTR- The percentage of people who saw your ad and clicked on it

A 360 marketing campaign is highly beneficial for marketers. What are the main benefits of a 360 campaign? Choose TWO of the following:

Covers buying cycle, optimizes for scale/relevance

Your manager has asked you to set up a business page on Facebook for a new client. What is the best way to do this? Choose one of the following:

Create a Business Manager account and create client pages directly within it

A brief helps to identify the most important insights to inform a digital marketing strategy. Writing a brief is important because it is essentially a series of instructions for strategy development across media and creative. Match each document description with the correct document type.

Creative brief- Uses product, audience, and competitor insights to inspire campaign ideas to deliver on given objectives Media brief- Uses audience data, motivations, budget, content, and creative formats to inform channel choices Media plan- Details all paid media channels, including cost line items for each

There are many different ad sizes available on the Google Display Network. What are the dimensions of a Mid-Position Unit (MPU) ad? Choose one of the following:

300 x 250

Automated marketing tools are used to streamline repetitive tasks, to save time, and to provide more personalized experiences for contacts or subscribers. Drag and drop the marketing automation building blocks and triggers, which underpin marketing automation tools, to the appropriate heading.

Automation Building Block- Action/Decision/Timing Automation Trigger- What happens to the contact?What did the contact do?When should the response function trigger?

You have been asked by senior management to demonstrate that customer engagement offers value to your business. Which metrics can be used to measure customer engagement? Choose TWO of the following:

Awareness/Sentiment

In an email campaign, what features of an email service provider enable marketers to create a unique experience for a recipient? Choose TWO of the following:

Behavior tracking/Segmentation

There are many content types and formats that content marketers can use in their content marketing mix. Match each description with the correct content type.

Blogs- combo of texts and images eBook- short interactive pdf infographic- creative way to show large data White paper- in depth report

Which performance metric used in email marketing campaigns measures the percentage of emails sent that could not be delivered? Choose one of the following:

Bounce Rate

There are a number of key factors to consider when aligning content marketing goals to overall business goals. What factor should you focus on to ensure the wider organization is contributing to the success of your content marketing strategy?

Business input

Laws and regulations governing email marketing have been enacted in many countries globally to help secure subscribers' data and to help minimize fraud and abuse. Drag and drop the appropriate regulatory constraint to the correct regulatory act.

CAN-SPAM- Allow advertisers to send emails to any user who has not "opted-out" CASL- Allow advertisers to send emails to consenting users only GDPR- Allow advertisers to send emails to users who have explicitly requested the content

Data gathered from a past campaign is useful when setting KPIs and forecasting outcomes for your next campaign. Match each calculation for forecasting an outcome to the appropriate campaign metric.

CPA- budget/total conversions Total Conversions- Traffic x Conversion Rate Traffic- Budget/CPC

In order to measure the effectiveness of a video campaign, it is important to identify the key metrics required and the insight they will provide. Match each description with the correct video campaign metric.

CPV- The cost to show your full video ad from start to finish Views- Recorded when a user watches 30 seconds or more, or the full video View rate- The percentage of people who were shown your video ad, and then watched it all Impressions- The number of times your video ad was shown to an audience

There are a number of platforms offering display advertising solutions and the main platforms provide different core product offerings. Match each description to the appropriate display advertising platform.

Criteo- Shows consumers ads for products they have recently viewed on the advertiser's website Premium Network Buys- Usually bought through a media house on a CPM basis Google Display Network- Serves video and display ads to over two million sites Facebook- social media platform 2 billion ads

By creating an Instagram business page, you can get valuable insights into your stories, posts, and followers. Put the steps for setting up an Instagram business page into the correct sequence, beginning with the first step.

Dowload insta app menu/settings switch to business account Details/bio

What types of insights can you gain about your website's visitors using the Audience reports in Google Analytics? Choose TWO of the following:

Language and location/Affinity categories and interests

Using Facebook, you can choose from a wide range of audience targeting options to create a very precise target audience for your ads. Match each Facebook targeting option to the audience or ad location factor it can target.

Demographics- Age, gender, and location Behaviors- Purchase patterns Network placement- Facebook partner websites Custom audience- Remarketing list

Audience targeting enables you to be more accurate when choosing who sees your display and video ads. Match each description to the correct type of audience targeting.

Demographics- Age, gender, parental status, income Affinity Audiences- Lifestyle and interest profiles In-Market Audiences- On the cusp of making a purchase Similar Audiences- Mirror audiences based on your audience lists

There are five keys steps to follow when setting up any social media marketing campaign. Match each step to the task associated with it.

Design creative content- Choose the ad formats and imagery that are best for your campaign Set KPIs- Establish campaign performance measurements Set objectives- Clarify what business goals you are trying to achieve Define audience- Create target personas to establish channel and content preferences Set budgets and run dates- Decide how much to spend and how long you want your campaign to run for

You can gain additional insights by linking a Google Ads account to Google Analytics. What paid search campaign performance data can you analyze by linking both tools? Choose TWO of the following:

Detailed website engagement metrics Return On Ad Spend for ecommerce activity

Digital marketing is the practice of using digital tools for the purposes of marketing while digital media are the means by which digital marketing is delivered. Differentiate between digital marketing and digital media by matching each description to the correct term.

Digital Marketing- Online creative formats and messaging that deliver on commercial objectives Online activities that engage with online customers Digital Media- Digital channels that deliver messages to an audience Medium through which an audience can be engaged and nurtured

Metrics and dimensions are two of the key concepts underpinning data analytics and reporting. Match each description and example to the correct analytics concept.

Dimensions- Describes data/Channel, location, age, gender Metrics- Measures data/Revenue, conversions, goal completions, website visitors

You can focus your display and video campaigns on different objectives. Match each display and video campaign description to the most appropriate campaign objective.

Drive Action- Use remarketing to encourage your customers to complete the desired conversion Build Awareness- Use placement targeting to increase your brand's presence to specific customers Influence Consideration- Use audience targeting to educate your customers on your product

A visitor to your website views your products and then leaves without making a purchase. Which remarketing option in Google Ads enables you to show previous site visitors ads for the specific products they last viewed on your website? Choose one of the following:

Dynamic remarketing

There are many different measurements you can focus on to determine the success of a paid search campaign. Match each description with the correct PPC metric.

Impressions- The number of times an ad is served to audiences Quality score- An estimate of how relevant your ads, keywords, and landing page are to a user CTR- The percentage number of impressions that lead to a click CPC- The actual price paid for each click in a PPC campaign

Two of the most important principles in Digital Marketing are outbound and inbound marketing. Drag and drop each characteristic to the appropriate marketing strategy.

Inbound: Pull Strategy, attracts leads, aligned digital marketing Outbound: Push, volume/repetition, traditional/digital marketing

You have created a responsive layout for your website and you want to optimize intent across devices. What can you do to your layout to achieve a better UX? Choose one of the following:

Include the phone number at the top of the page for mobile users

You have chosen a domain name, installed WordPress as your CMS, and have successfully logged in. What is the next step to build a website? Choose one of the following:

Install a theme and add plugins

The five stages of the Buyer's Journey are awareness, interest, consideration, conversion, and retention. Which stages can be most influenced by social media marketing? Choose TWO of the following:

Interest, awareness

At which two stages in the Buyer's Journey would you send a new offer email to a new customer? Choose TWO of the following:

Interest/Awareness

You can use stories to show a raw, authentic side to your brand. When sharing stories on social media platforms, what best practices should you follow? Choose TWO of the following:

Invite a social influencer to take over your story feed Use @mentions to tag or mention other users

How can you use Google Analytics to develop insight into the value of offline marketing activities? Choose TWO of the following:

It helps you to understand the ROI of awareness-generating activities/ It enables you to analyze traffic spikes in real-time and in reports

Target personas help you understand your customers and your prospects better. What factors do you need to consider when developing target personas? Choose TWO of the following:

Job details, device usage

Your campaign budget for Q2 has been decreased but management still expect you to increase the company's social following across Facebook, LinkedIn, and Instagram. What are the best methods you can adopt to build a loyal community? Choose TWO of the following:

Join social platform groups Social links in email signature

In Google Ads, a paid search campaign is typically made up of one or more Ad Groups. What are the core components of an Ad group? Choose TWO of the following:

Keywords Ads

The four key components of effective website design are architecture, design, content, and optimization. Each component is associated with a number of tasks or activities. Match each activity to the appropriate component of web design.

Optimization- Set up metrics reports Design- Choose fonts and colors Information Architecture- Define a page structure Content- Create a list of written and visual assets

There are three main sources of traffic to a website: direct, referral, and organic. Match each example of how a visitor reaches a website to the appropriate source of the traffic.

Organic- Clicked on an unpaid search engine listing Direct- Typed URL directly into browser Referral- Clicked on external link on another website

When designing the layout of email copy, what are the email design best practices you need to consider? Choose TWO of the following:

Organize for quick reading/Define sections within the email

To optimize campaign performance, it's important that you structure your Google Ads account effectively. What best practices should you follow to do this? Choose TWO of the following:

Organize keywords and Ad Groups by search volume Create ad copy and set it at Ad Group level to service multiple keywords

Both owned research and desk research can provide important insights for a business. Match each description and example with the correct type of research.

Owned Research- Provides insights directly related to your business and customers Proprietary social channel and website analytics reports Desk Research- The most cost-effective research resource as it can be done for free An online search for free articles and research papers

Each digital channel has specific format requirements so it is important to understand which formats you will implement as a part of your digital marketing strategy. Match each creative format specification to the channel it is most closely associated with in a Campaign Plan.

PPC- Sitelinks YouTube- pre roll Facebook- 360 Instagram- Carousel

Research can help you make informed decisions about what digital channels you should use and prioritize. When working within the limits of a budget, marketers need to choose the most cost-effective channels to reach their set objectives. Match each online business opportunity to the most appropriate digital channel.

PPC: drives interested consumers SEO: visibility/searchability Content marketing: brand/personality Social media: promotes awareness

You need to assess how well your audience is engaging with the content on your website. What metrics can help you to measure this? Choose TWO of the following:

Page views, scroll depth

Your client is an established ecommerce retail brand. Your media strategy is to spend 60% of your budget on driving sales and 5% on re-engaging existing customers from your database. Which channels would you recommend to achieve this objective? Choose TWO of the following:

Paid Search/Email

You are monitoring the performance of a display campaign using Google Ads and you want to use the 'Modify columns' feature to customize the metrics that are available. What column do you need to customize to add Clicks, Cost, and Avg. CPM to your campaign report? Choose one of the following:

Performance

Effective content is a cornerstone of a successful content marketing strategy. What are the qualities of effective content? Choose TWO of the following:

Present solution, valuable

Setting bid adjustments enables you to increase visibility for your most valuable customers and reduce exposure on lower value searches. Match each bid adjustment scenario with the feature you can use in Google Ads to address it.

Remarketing (RLSA)- Set higher bids for past visitors to your site Device targeting- Increase bids on desktop if there are high conversion rates on desktop searches Ad scheduling- Decrease bids at low conversion times Location targeting- Increase bids in high-value countries

Paid search works on a pay-per-click basis, which means you don't pay until someone clicks on your ad. What are some benefits of using pay-per-click advertising? Choose TWO of the following:

Results are relevant to a user's needs Metrics are easily measured

When creating a display advertising campaign in Google Ads, you need to take a number of key steps. What is the first step you should take? Choose one of the following:

Select a goal for the campaign

You want to monitor and optimize the effectiveness of your ecommerce website. What best practices should you follow to do this? Choose TWO of the following: response - incorrect

Set up regular reporting using a website analytics tool/Test frequently to ensure your website is accessible from a variety of different devices

A content marketing strategy is an ever-evolving plan. Why is it important to develop a content marketing strategy? Choose TWO of the following:

Sets out project objective/scope, determines content needs

It's vital to preview and test your emails before launch, so you can resolve any potential issues before they reach the recipient. As an ecommerce company, what area of an email should you test to ensure the CTA works? Choose one of the following:

Shop Now button

There are a variety of tools and approaches available to track industry trends. Match each audience insight to the correct research tool and approach.

Social media: creates picture Market research: provides secondary audience research Behavior analytics: gathers data around actions Surveys: Collects primary data on audience using service

If you wanted more insight on how your audience arrives at your website, what areas of the Google Analytics Acquisition reports menu would you explore? Choose TWO of the following:

Source/Medium- All Traffic

'In order to establish myself as a digital marketing expert, I will complete a diploma in digital marketing.' What elements of a SMART objective are illustrated in this statement? Choose TWO of the following:

Specific/measurable

You are developing a content calendar for the quarter. You have included the copy that you are going to use, the theme, the date, and the time the post is to be published. What elements are you missing? Choose TWO of the following:

The platform/creative

You can set up a Company Page for a business on LinkedIn. Why is it a good idea to do this? Choose TWO of the following:

To make use of the platform's analytics tools To avail of additional advertising features

Which Multi-Channel Funnels report in Google Analytics should you choose to develop more granular insight into the most frequent customer journeys purchasers are making on your website? Choose one of the following:

Top Conversion Paths

Even when traditional and digital marketing work hand in hand, they are profoundly different in their communication style and effect on consumers. Drag and drop each characteristic to the type of marketing with which it is most closely aligned.

Traditional: Mass, passive, one to many, outbound Digital: Individual, active, one to one, inbound

You are using Ad Manager to set up a paid promotion campaign for your business on Pinterest, and need to choose an objective for your campaign. In Ad Manager, what campaign objectives are available to choose from? Choose TWO of the following:

Traffic to site/brand awareness

It is important to set specific, measurable SEO campaign objectives that are aligned to your business's primary goals. Drag and drop each SEO objective to the type of business with which it is most closely aligned.

Transactional ecommerce business- tracking sales/lead conversions Informational awareness- brand awareness/website traffic