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How many ad extensions should you include in your search ads?
As many as makes sense for your business
True or false? When possible, you should try and use extensive vocabulary in your writing.
False, extensive vocabulary makes you appear less credible and confident
True or false? Never use acronyms in your writing.
False, use acronyms sparingly.
True or false? You should post the same message across all of your social channels.
False, you should customize the message based on the platform
Scenario: Tom is an avid Facebook user. Tom's friend, Jane, posts a video from a travel-focused company called Get Out, Stay Out, about a new, local hiking trail. In the comments, Jane shares her thoughts and opinions about the trail. The following day, Tom's sister sends him the same video link through Facebook Messenger. The Facebook algorithm sees all these interactions. Keeping this in mind, it's likely Facebook will _______.
Feature the post at the top of Tom's news feed
Fill in the blanks: Tail winds are to ________ : as headwinds are to _________.
Forces, friction
Fill in the blank: The ideal length of an email subject line is _____ characters.
41-50
___________ characters is the average character length that will appear on a mobile device for your email.
41-50
Fill in the blank: When creating a headline for your content, you should come up with _____ different headlines
5-10
Fill in the blank: The ideal blog post title is _____ characters.
60
Fill in the blank: When performing a social media content audit, begin by looking at all of the content you've posted in the last _________.
90 days
Which of the following is the best practice for optimizing the elements on a web page to reduce page size?
A and B
What is the difference between a brand keyword and a non-brand keyword?
A brand keyword includes a brand's name, a non-brand keyword does not include a brand's name
If you have a keyword set to broad match, but you want to select specific keywords that must be included in the search query for your ad to be displayed, what would you use?
A broad match modifier
Having an understanding of what you're trying to achieve is the most important part of creating high-performing emails. What theme does this correlate to?
Setting a goal
Your manager tasks you with getting more of your web pages displayed in the featured snippet on a search engine results page. The best way to increase the number of your web pages that appear in featured snippets is by _______?
answering a question in the form of a detailed list
Fill in the blank: Words like "free" or "percent off" may not trigger spam filters for your email, but could _____.
appear to be sent by a bot
What is the benefit of including ad extensions in your search ads?
All of the above
What is the purpose of the delight stage of the inbound methodology?
All of the above
Which of the following factors does YouTube pay attention to as part of its algorithm?
All of the above
True or false? If you're just starting out with paid ads and don't know exactly how your persona will be searching, move from a narrower search to a broad match.
False
True or false? Relevancy directly impacts ranking strength.
False
True or false? The holistic social media team model is common in growing companies. In this model, one team coordinates the approach to managing each social media account in partnership with other groups within the organization.
False
How could this sentence be corrected to cut out fluffy words? "I really just want to go to the arcade to play games in order to have fun."
"I want to go to the arcade to play games and have fun."
Scenario: Your business is going through a website redesign. The goal of the redesign is to update the look and feel of the website to better represent the brand. Your manager recommends a custom font to help make the content stand out. How should you respond?
"We should consider using a Google font because they're accessible to all web browsers."
Your manager asks your thoughts on how to increase visibility on the business's YouTube channel. Which response best aligns with how YouTube's algorithm works?
"YouTube wants viewers to watch videos all the way through. We should focus on creating more engaging video content."
Which of the following represents a phrase match keyword?
"smart tv"
What symbol would you use to add a broad match modifier?
+
What symbol would you use to add a negative keyword?
-
Which of these KPIs demonstrate social media ROI? Choose all that apply.
- Direct sales revenue from social media, such as orders that come in from a coupon or links into your website that lead to purchase - Lead conversations from social media campaigns. This may vary from company to company but could include email signups, downloads of materials like an ebook, or activations of trial software
True or false? To help improve SEO, your URL should match the title of your blog post, word for word.
False
True or false? Watching three seconds of a YouTube video is considered a view.
False
True or false? Website performance does not impact visibility on Facebook.
False
True or false? When getting started with a business Instagram account, consider purchasing at least 1,000 followers to make your brand look more credible and acquire followers at a faster rate.
False
True or false? You shouldn't join a competitor's Facebook Group. Doing so would only help increase their visibility, making it harder for you to create and grow a Facebook Group for your business.
False
In order to include a link in a Story, Instagram requires business accounts to have ____ followers.
10,000
Which of the following is an example of a video in the engage stage?
A promotional video featured on a landing page
Which of the following is an example of a video in the attract stage?
A social video that shows off your brand's personality
Which of the following is an example of a video in the delight stage?
A testimonial of one of your customers with relatable stories
To provide a personalized experience to your email reader, which of the following best practices should you employ? Select all that apply.
Add the contact's first name, mention their interests, mention an action the contact has taken with their company
The inbound methodology is meant to support which business functions?
All of the above
To help increase awareness for an upcoming product launch, your manager increases paid promotion funds by 300%. Which channels could you disperse these funds to?
All of the above
What are the three stages of the buyer's journey?
Awareness, consideration, and decision
Scenario: An exact-match keyword for one of your ads is "blue women's t-shirts." Which of the following search queries would generate this ad? Choose all that apply.
Blue women's t-shirts
From top to bottom, what should your search account structure hierarchy look like?
Campaigns, ad groups, keywords
During the decision stage of the buyer's journey, it's effective to use which of the following content formats? Select all that apply.
Case Studies, Testimonials
True or false? Your content creation framework should stay consistent over time.
False, as business goals and content change, so should your process to support them.
True or false: Quality score is an algorithm that scores each of your search ads on spelling and grammar
False
True or false? A benefit of organic content promotion is the ability to develop and deliver highly targeted content to consumers who will find the content most relevant.
False
Which KPI is most likely to be a vanity metric?
Reach
What does CRM stand for?
Customer Relationship Management
What stage of the buyer's journey is your audience in if they're choosing a free trial or consultation?
Decision
When auditing your social media content, what questions should you be looking to answer? Choose all that apply.
Does your Facebook text content resonate with your audience? Are you posting Facebook content with videos? Are you posting Facebook content with images?
Scenario: Kyle is in a new role and looking to upskill, so he goes to Google to do some research. He finds a search engine listing that piques his interest and clicks it. He's taken to a blog post on your site. He reads the post and sees there's a content offer. He's interested, but not sure he's ready to give his information for it just yet. Below the offer, he sees a chatbot asking if he needs help so he clicks it to start a conversation. Which stage of the inbound methodology is Kyle in?
Engage
True or false? As buying behavior changes, the inbound philosophy will also evolve.
False
True or false? If you want to produce great content, then you need to hire an in-house content creator.
False
What's an example of a measurable key result? Choose all that apply.
Grow net new contact rate from 5.6% to 9% by the end of Q4; Improve the time on page above 3 minutes for all product-specific pages by the end of the month
Which of the following is NOT an example of paid media?
Guest blog posts
All of the following are attributes of a content creation workflow EXCEPT:
How much money it will cost to complete initiative
There are three key components to sending the right email. Two of them are the right email and the right time. What is the third?
The right person
What can you do to make a headline more compelling?
Make a promise to the reader
All of the following impact a website's ability to rank on a search engine results page EXCEPT:
Meta description
You asked your colleague to provide feedback on a blog post you recently wrote. When they sent you their feedback, they made edits directly in the doc. Is this a best practice for a content editing process?
No, the editor should have tracked changes which would have shown you where they would apply recommended edits
Which network has the longest life for a piece of content?
Which of the following is NOT an example of owned media?
Sponsored content
Which of the following places on Instagram can you use a link to click through to your website? Choose all that apply.
Stories, Bio, Advertisement
When does the engage stage of the inbound methodology begin?
The engage stage begins when a prospect or customer takes a desired action
What are the two key actions to look at when optimizing each part of your email?
The open and the click
What is one benefit of running search ads for brand keywords?
They protect your traffic if a competitor bids on your brand keywords
Scenario: A phrase-match keyword for one of your ads is "traveling in Boston." Which of the following search queries would generate this ad? Choose all that apply.
Traveling in Boston Traveling in Boston during the winter
True or false: You should include either budget information or a time estimate in your content creation plan.
True
True or false? A content offer is something you create and publish in exchange for personal information, like an email address and a name.
True
True or false? Adding a string of meaningless numbers to your Instagram username could appear spammy.
True
True or false? To deliver an ad only to people searching for dress shoes for men, you could modify your broad match keyword to "+men's dress shoes."
True
True or false? You can have more than one key result per objective.
True
True or false? You should use a consistent naming system to store and easily identify hosted files
True
True or false? Effective writers start by filling in the main points of their content and save writing the introduction and conclusion for after they've written their piece
True, it can be overwhelming to write an introduction first without knowing where the content is headed
On which social network should you share content most frequently?
When is the most effective time to boost content on social media?
When it's performing well
What occurs during the attract stage of the inbound methodology?
You focus on bringing prospects and customers to your social pages or website through relevant and helpful content
What does it mean to have an inbound approach to doing business?
Your business focuses on empowering your prospects and customers, rather than forcing them to engage with you.
Which of the following represents an exact match keyword?
[dog treats]
Fill in the blank: A keyword set to _____ match type will display your ad if the search term contains the same order of the words, but it can also contain additional words.
phrase
Fill in the blank: Measuring your website's authority comes down to assessing the volume and quality of the ____________.
backlinks you have to your website
Fill in the blank: Videos related to __________ moments address company milestones, new product or service features, or other company-related updates.
brand
Fill in the blank: A keyword set to ______ match type will display your ad when the search term contains any or some combination or variations of the words in your keyword, in any order.
broad
Fill in the blank: Once a search engine bot discovers your web page, it _______.
decides how relevant it is to certain search queries by indexing it based on signals like keywords used within it
Fill in the blank: A keyword set to ______ match type will display your ad if the search term includes that word, or a very close variation.
exact
All of the following are key places your videos can appear on YouTube EXCEPT:
on a sponsored page
Fill in the blank: ________ refers to how well a document matches a search query.
relevance
Fill in the blank: When planning the timing of content in a calendar, _______.
remain flexible to account for changes
Fill in the blank: To keep your content calendar agile, it shouldn't extend more than ___________.
three months
Which of the following represents a broad match keyword?
wall art
