Digital Marketing Multiple Choice Questions

A major advantage of creating content specifically with the goal of ranking well for a popular search phrase is that a. the content will have a built-in distribution b. a high conversion rate is almost guaranteed from engine traffic c. earning high organic rankings typically happens instantaneously d. the content is not likely to have any competition

a

A single-purpose landing page a. directs visitors to one (and usually only one) possible action b. is the least effective of the landing page types c. is the same as a single-product landing page d. provides as much information to visitors as possible

a

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). Where these 2,000 sessions profitable? a. yes b. no

a

Advertisers on a display network can pay through each of the following methods EXCEPT a. Flat fee b. CPA (cost per acquisition) c. CPM (cost per mille) d. CPC (cost per click)

a

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. qualifying leads from company X c. nurturing leads from company X d. generating leads from company X

a

An ad's location, bid strategy, daily budget, ad extension, and more are all determined at what level within the AdWords account? a. the campaign level b. the keyword level c. the ad level d. the ad group level

a

An advertiser on Pinterest who wants to drive as much traffic as possible to his/her website should use what type of ad? a. one-tap pins b. promoted pins c. promoted video pins d. promoted app pins

a

An editorial link is a. a link created voluntary by another website owner because he/she values the website's content b. a link created by submitting one's own site to a directory or local business archive c. a link created by a newspaper editor d. a link created in a quid pro quo agreement with another website owner

a

Content marketing differs form advertising in that a. content marketing is meant to entice readership/viewership on its own merits b. it is illegal to pay for distribution of content marketing c. advertising content requires more time and energy to create d. content marketing cannot contain calls to action

a

Curated social media content refers to content that a. is collected from a variety of other content creators b. was first posted more than one year earlier and is being posted a second time c. is created by two or more companies in a partnership d. is created by a company for its own social media profiles

a

Dynamic remarketing ads a. use different ad content across targets b. are universally more effective than other remarketing ads c. are the best starting place for a digital marketer d. use dynamic animation

a

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 a. more loyal customers are more likely to follow the company on social media b. the company's analytics are not properly installed c. the indirect effect of social media is more dramatic than the direct effect d. the social media platform is exaggerating its own performance

a

If your website ranks 1, 9, 98, and 112 for four different keywords, on which keyword should your website first target SEO efforts? a. the keyword on which your site ranks #9 b. the keyword on which your site ranks #98 c. the keyword on which your site ranks #1 d. the keyword on which your site ranks #112

a

In determining what content to show users, Facebook uses all of the following EXCEPT a. Gender b. Content type c. Past engagement with posting entity d. Recency

a

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 rites bounce rate or the homepage's bounce rate? a. the homepage's bounce rate b. the site bounce rate

a

Oli Gardner's principle of clarity has been violated if a. a visitor has no idea where a link leads b. a visitor converts but does not realise that he/she has completed the action c. the website provides no reason to believe in the websites credibility d. a website visitor sees multiple calls to action on the same page

a

Sending out press releases to entice news organisations to do a story about a company can result in links from these news organisations websites. These links would be considered a. editorial links b. nofollow links c. manual links d. manufactured links

a

To determine whether a new ad copy is better at attracting attention, an advertiser should conduct an A/B test and measure a. the click-though rate b. the impression volume c. the ROAS d. the conversion rate

a

Unpaid referral traffic that comes from a. links from other websites that are not paid for b. links from other websites that are paid under the table c. bots and web crawlers d. banner ads

a

Which of the following is NOT used when calculating an ad's Quality score? a. Organic search ranking b. Ad relevance c. Landing page experience d. Expected CTR

a

Why is the engagement of social media followers more important than the number of followers? a. most social media platforms do not show company content to followers who are not highly engaged b. having large number of unengaged followers suppresses earned media c. seeing a company's posts cannot positively affect customers unless they also click the like button d. having a large number of unengaged followers decreases SEO ranking

a

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? a. they will improve homepage rankings b. they will improve homepage rankings on searches for red widgets but damage rankings on searches for yellow widgets c. they will damage homepage rankings d. they will have no effect on homepage rankings

a

"Analysis paralysis" occurs when a. a manager makes so many good inferences from the data that he/she makes too many changes b. the sheer volume of data overwhelms a manager and causes inaction c. an analytics package is improperly installed and thus data tracking stops d. an analyst goes on vacation without someone else replacing his/her job responsibilities

b

An experiment at eBay showed that advertising on branded keywords (searches that included "eBay) were not profitable because a. eBay's analytics showed that the ROAS was low b. searchers clicked the organic listing when the advertised listing was not available c. search advertisements generated almost no clicks d. branded keywords are especially expensive on search engines

b

Creating a post with a discount for a product is an example of providing a. social value b. utilitarian value c. identity value d. entertainment value

b

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)? a. mobile application download suggestions and financial advice b. Posts from liked pages and actions from friends c. live video and pre-recorded video d. news articles and event notices

b

Instagram can be a top social platform for generating first-time customers even though it has a huge downside in that a. corporate accounts on instagram do not show up in users main feed b. posts cannot include links to external content c. images tend not to be engaging for potential customers d. influencers often prevent adoption of products from major operations

b

NSAMCWADLP means that whenever your create an online marketing campaign, you should also create a. a separate line in the accounting leger to independently track revenues from the campaign b. a dedicated landing page designed specifically for that campaign c. a new analytics account to track the results of the campaign d. a new email broadcast to inform customers of the marketing campaign

b

Retail websites can most advisedly grow their email list by a. require an email sign-up before allowing customers to shop on the site b. allowing customers to sign up for the email list during the checkout procedure c. automatically putting all customers on the broadcast email list d. putting an email sign-up pop-up advertisement on every page of the website

b

The "upper fold" is a. usually the same for mobile devices and desktop computers b. the portion of a webpage that is visible without scrolling c. another name for the navigation menu at the top of a webpage d. the area on a retail site that shows the top sellers

b

To conduct an A/B test on ad copy, an advertiser merely has to a. create multiple accounts b. create multiple ads in an ad group c. create multiple ad groups, each with a different ad d. create multiple ad campaigns, each with a different ad group

b

To determine the winner of an A/B test on a subject line, an email marketer should use a. the conversion rate b. the open rate c. the click-through rate d. the churn rate

b

URL is an acronym for? a. unified research link b. uniform resource locator c. unattached requisition license d. utility return limit

b

What enables a website to recognise a computer as a return visitor (as opposed to first-time visitor)? a. the computers physical location b. a cookie c. the computer configuration d. the IP address

b

What is the anchor txt of this link: <a href ='http://jane.com">Fashion deals</a> a. <a href> b. Fashion deals c. </a> d. "http://jane.com"

b

Which of the following is NOT a match type for selecting search ad targets? a. Phrase match b. Precise match c. Broad match d. Exact match

b

Which of the following is NOT an example of direct traffic a. Someone clicks on a bookmark from his/her browser b. Someone types the name of a website into a search bar and clicks the first link on the search engine results page c. Someone clicks on a link from an email d. Someone types in the URL of a website into the browser address bar

b

Which platform has an advertisement type that is most similar to email marketing? a. Twitter b. LinkedIn c. Pinterest d. Snapchat

b

Why is receiving 100 links from 10 different websites better than receiving 100 links from the same website? a. search engines only register one link from any given domain, so they only count the links form the same site as a single link b. links from 10 websites are more likely to generate social sharing c. many links from the same website are a signal of black-hat SEO d. links from 10 websites mean a higher link diversity than links from one website

b

A company sends out a broadcast email to its entire list informing the list about Black Friday deals. At 6pm 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. The second email is an example of a. a transactional email b. an on-boarding email c. a triggered email d. a broadcast email

c

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? a. 20%, 25% b. 20%, 80% c. 8%, 25% d. 8%, 20%

c

A low conversion rate can be caused by all of the following EXCEPT a. poor web design b. technical glitches c. overly responsive design d. poor audience selection

c

A retail website that wants to track its conversion rate should set up what type of goal? a. pages/screens per session b. duration c. destination d. purchase

c

An advertiser bids $10 CPM, achieves a 1% CTR and achieves a 5% conversion rate. What would an equivalent CPA bid for this advertiser be? a. $10 b. $200 c. $20 d. $100

c

Email marketing can be especially effective for a search engine like kayak or expedia because a. search engines are not allowed to utilise other marketing channels b. people cannot put emails from search engines in a separate commercial folder within their email account c. it typically has information about the deals that might interest its customers d. search engines typically generate no other form of direct traffic

c

Even a highly relevant keyword may not be worth pursuing in your SEO if a. the keyword is often misspelled b. the keyword is synonymous with other terms c. the keyword has no traffic d. the keyword is too long

c

Good display ad copy does everything EXCEPT a. Attract attention b. Invite action c. Pre-convert the consumer d. Communicate a value proposition

c

How can credit card numbers and other sensitive information be transferred across the internet without third parties seeing it (and stealing it)? a. The internet has developed an ethos of honesty and integrity b. the internet is hack-proof c. transport layer security encrypts sensitive information d. only computers with the correct IP address can receive information packets sent across the internet

c

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. automatically creating new content for emails b. creating new onboard email copy c. targeting emails to the right users based on their ongoing behaviour d. revamping the segmentation system

c

In web design, what is more important than website's visual appeal is a. how many pages it has b. whether the website uses HTML5 c. whether it generates a high conversion rate d. how new the website is

c

In what way is the final URL the most important part of a search ad? a. as the longest part of the search ad, it takes up the most space b. quality score is calculated based exclusively on the final URL c. if the final URL is wrong, searchers cannot reach the website properly d. the final URL is bolded for users, so it most readily entices a click

c

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 benefits can result from this? a. other category pages in the website will be more likely show up for searches that use the word 'maternity' b. the website will be better organised c. the images are more likely to show up on image searches that use 'maternity' d. individual product pages that sell maternity products will automatically be optimised for relevant searches

c

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? a. https://maternity.jane.com/ b. https://jane.com/category5 c. https://jane.com/maternity d. https://jane.maternity.com/

c

Organic search results are typically displayed a. at the top of the SERP b. interspersed with paid ads c. below the paid ads d. on page 2

c

Posting on a company's social media profiles can improve company profit by a. Facilitating purchases from first-time customers b. Improving SEO and thereby facilitating first-time customer purchases c. All of these options d. Increasing loyalty of past and current customers

c

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 a. periodically turn off remarketing campaigns b. show remarketing ads only to consumers who have visited the advertiser's website within the last 24 hours c. employ frequency caps d. rethink their use of marketing

c

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. making excuses for negative statements b. responding to all social media statements with a form letter c. summarising average sentiment about the company d. monetising this information

c

The most reliable way to measure advertising effectiveness is to a. use linear attribution b. use google's data-driven attribution tool c. conduct a carefully-controlled experiment d. stop advertising altogether

c

The primary advantage of a short email sign-up form is that a. only customers with serious interest are likely to sign up b. the company will have more information about customers to enable improved email content targeting c. it attracts a higher volume of sign-ups than a longer form d. marketing automation is only possible with short email forms

c

The purpose of hashtags is to a. replace the need for images b. adds humorous commentary to a post c. make post (tweets) searchable d. exceed the 280-character limit

c

The three broad methods of display ad targeting on Google's display network are a. people, demographics, ad style b. demographics, behaviour, ad size c. audiences, demographics, content d. people, behaviour, content

c

The upper fold of a webpage should answer the questions, "what are you offering?" "why should I pick you" and a. "where is the search bar?" b. "what are your top sellers?" c. "what do you want me to do next?" d. "who is your top competitor?"

c

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? a. advertiser A because CPM bidding is preferred by the ad network b. advertiser A because his/her bids are expected to earn the ad network more money c. advertiser B because his/her bids are expected to earn the ad network more money d. advertiser B because CPC bidding is preferred by the ad network

c

What advantage does a social network have over a display network for paid advertising a. Ads on social media provide a greater number of engagement options b. Social media networks typically have more intimate knowledge of their users interests c. All of these options d. Ads on social media command more attention than banner ads on a display network

c

When a shopper puts an item in their online shopping cart, Amazon recommends add-on products to a. increase engagement b. increase traffic c. increase revenue d. increase the conversion rate

c

Which of the following is NOT a dynamic language? a. Pearl b. PHP c. HTML d. Java

c

Which of the following is NOT recommended to be shown in a search ad? a. Call to action b. Unique value proposition c. Reference to competitors d. Keywords

c

Which of the following steps is NOT a part of the social media plan? a. Measure success b. Plan the content c. Register the company on all social platforms d. Determine the objective

c

Which type of youtube ad lasts exactly 6 seconds? a. skippable video ads b. long, non-skippable video ads c. bumper ads d. overlay ads

c

Why is a high bounce back rate a negative signal of a webpage's quality? a. because the search engine must load the SERP again, and this wastes the server's bandwidth b. because this behaviour is an indicator that the website might be engaging in click fraud c. because this behaviour indicates that the searcher did not like what they saw or find what they were looking for d. because search engine rankings are determined by websites conversion rate, and a high bounce rate means a low conversion rate

c

"Long tail keywords" are a. search terms that produce a low conversion rate b. search terms done on mobile devices c. search terms for niche product categories d. search terms with lower volume than 'fat head keywords'

d

A B2B services company is likely to use email marketing to a. pursue corporate recruiting b. drive immediate conversions c. broadcast messages to its employees d. engage in lead nurturing

d

A banner ad for Netflix should lead people to what kind of landing page? a. a single-product landing page b. a lead generation landing page c. a multi-product landing page d. a subscription landing page

d

A company wishing to rank for local searches should first a. change its business name to include its more important keywords b. ask its customers for reviews on Yelp and other similar websites c. begin advertising on Google's ad network d. register and verify its business with Google's my business

d

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? a. change any modified broad match keywords to broad match keywords b. use only exact match in its keyword lists c. change exact match keywords to phrase match keywords d. add the word "cheap" to its negative keyword list

d

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? a. it is unethical to use income as a targeting method b. some of those targeting methods cannot be combined on google's ad network c. demographics like gender and age cannot be used to target ads d. the audience will be so small that the ads are not likely to generate a large volume

d

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

d

An analytics package records all of the following information from visitors EXCEPT a. browser being used b. the timing of the visit/click c. location of the visitor d. hard disk space of the computer

d

During a one-week period, a website had 3,000 total pageviews from 500 sessions. What is the site's average page depth? a. (3000+500)/500=7 b. 500/3000=1.7 c. (3000+500)/3000=1.17 d. 3000/500=6

d

Email marketers can target different segments by a. Sending emails only to specific segments of the email list b. Neither of the options c. Changing portions of content for each segment within an email d. Both of the options

d

For a search engine, "relevance" refers to a. the traffic level of the website b. how many pages on the website link to one another c. whether a website has been visited by the searcher before d. the extend to which a webpage's content matches the searcher's query

d

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? a. instead of navigating the current window to jane.com, it will create a new window for jane.com b. the link will be used for an image rather than show anchor text c. the link will show up as an 'unsecured' link d. the link will not pass link authority to jane.com

d

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. Neither of these options d. Both of these options

d

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? a. 30% b. 50% c. 20% d. 40%

d

On facebook, custom audiences allows advertisers to a. use demographics in combination with interests to customise their audience targeting b. customise the ad content to match each user's interests c. create target audiences from the typical targeting methods and then save these audiences as a custom audience d. upload email addresses of current customers and target users with similar characteristics

d

On twitter, partner audiences allow advertisements to target potential customers based on behaviours that occur outside twitter. How does twitter get this information? a. twitter partners with governments to access this information from census data b. twitter users voluntarily provide this information when they register with twitter c. the twitter app hacks this information from other apps on the user's phone d. twitter has partnered with third party data providers to access this information

d

Return on Advertising spend (ROAS) cannot be calculated within an AdWords account unless a. the advertiser has a six month history of AdWords advertising b. the advertiser has achieved at least 50 conversions within the past month c. the advertiser spends a minimum of $250 per week on AdWords d. conversion tracking is set up properly in analytics (or tag manager) and connected to the AdWords account

d

The AIDA model states that the process of creating a customer follows these four steps a. aspiration, innovation, desire, activation b. anticipation, interest, determination, activity c. awareness, intensity, demonstration, anticipation d. awareness, interest, desire, action

d

The mobile first design philosophy advocates for designing the mobile first because a. mobile traffic has more volume than desktop traffic b. mobile web design is more visually appealing than desktop designs c. 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 d. it is easier to adapt for display on a desktop computer AND mobile traffic has more volume than desktop traffic

d

The primary conversion for a lead generation site is a. a phone call from a website visitor b. a referral to a friend c. a form fill on the website d. both a phone call and a form fill

d

Twitter consumption is fast-paced because of the short nature of tweets. Pinterest consumption is even faster-paced because a. pins disappear after only five seconds on the screen b. columns are organised by topic c. the Pinterest feed automatically scrolls d. the Pinterest feed shows multiple columns of images

d

Two competing websites have the same number of links. Website A received all of its links between Jan 2017 and Jan 2017. Website B received its links from Jan 2016 to the present. Which website is likely to rank higher today for a search that is equally relevant to both sites? a. they will be equally ranked, so google will determine they higher-ranking site by random selection b. website A, because it initially had a faster pace of link generation c. website A, because of legacy rankings (it was ranked higher in the past, and google will continue to rank it higher regardless of current status) d. website B, because it has higher link freshness

d

What led to a thriving ecosystem of influencers on instagram? a. instagram actively recruited influencers early on b. instagram was programmed to allow influencers to avoid FTC compliance c. influencers contribute a fixed percentage of their earnings to instagram d. paid advertisements came relatively late to instagram

d

When a consumer clicks on a display ad, the landing page should match the ad's a. Colour scheme b. Imagery c. Value proposition d. All of these options

d

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. time on site b. number of clicks during the visit c. traffic d. conversion rate

d

Which of the following is NOT a principle of Steve Krug's design for usability paradigm? a. format content to support scanning b. create effective visual hierarchies c. break pages up into clearly defined areas d. use complementary colours

d

Which of the following is NOT an aspect of successful websites? a. generate traffic b. drive conversions c. maximise revenue d. create captivating design

d

Why should email marketers remove from their email list any consumers who have not opened an email for several months? a. including these recipients puts the company at risk of being blocked by spam filters b. large databases are difficult to manage, so a company should try to keep email lists as small as possible c. only recipients who have made a purchase within the last month have any chance of ever purchasing again d. including these recipients puts the company at risk of being blocked by spam filters

d

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? a. nofollow links b. manufactured links c. editorial links d. manual links

d

The benefit of keyword mapping is a. To organize SEO efforts across the many search phrases the website is targeting b. To make sure the most appropriate webpage shows up on the SERP for every search phrase c. To prevent keyword cannibalization in a website's SEO efforts e. All of these options

e