Digital Marketing Exam Review

Emerson receives one email a week from a photography equipment store advertising its sales for that week. However, he only clicks the link in the email to browse the sales about once a month. Emerson's _______ is approximately 0.25. a. engagement level b. bounce rate c. open rate d. conversion rate

a. engagement level

A craft store's customers can sign up for an account that allows them to earn points with purchases and provides them with access to special members-only promotions. A key purpose of this strategy is to a. enhance customer lifetime value. b. convert new customers. c. build brand reputation. d. improve user experience.

a. enhance customer lifetime value

One way that email marketing provides the most value to the sponsoring organization is by a. enhancing loyalty. b. providing consumers with product information. c. communicating the values of the sponsoring organization to the consumer. d. providing access to promotions.

a. enhancing loyalty

Lowe's Companies Inc. features a consumer forum on its retail website. This forum allows customers to review products, make recommendations, and describe their experiences. By facilitating social interaction, the Lowe's website increases value by a. enhancing the customer experience b. differentiating its image. c. highlighting a call to action. d. increasing consumer choice.

a. enhancing the customer experience

Which keyword term is too broad, and likely to have low conversion rates? a. facial cleanser b. Ergobaby carrier c. Nike basketball shoes d. LG smart refrigerator

a. facial cleanser

When a furniture store emails customers about its special summer promotion for outdoor furniture, its purpose is to a. increase sales. b. build brand awareness. c. enhance digital trust. d. improve customer retention.

a. increase sales

When a wireless network operator's website features a limited-time offer to try its service free for a month, the digital marketing objective is a. increasing customer conversion b. establishing expertise. c. building their image. d. gaining customer insights.

a. increasing customer conversion

Search engine marketing involves ________, while search engine optimization focuses on ________. a. paid advertising; natural search results b. personal selling; mass marketing c. organic search results; public relations efforts d. free publicity; paid placements

a. paid advertising; natural search results

Maddox is shopping for replacement windows for his home. After conducting online research, he visits the Window & More website and completes a form asking for a quotation. In this consumer situation, Maddox is considered a(n) a. qualified lead. b. action responder. c. natural customer. d. search marketer.

a. qualified lead

Alex keeps looking at Canadian goose down jackets online, but hesitates to make a purchase because of the high cost. After visiting the Mountain Ware retail site twice in one day, he soon sees its ad for a red goose down jacket next to his email feed. Alex is experiencing a. retargeting. b. personal selling. c. public relations. d. free publicity.

a. retargeting

In search engine marketing, impressions refers to a. the number of times a search ad appears on a search engine in response to a search. b. the number of clicks needed to access an organization's main web content. c. the percentage of website visitors who took a desired action. d. the number of website visitors out of every one thousand who searched for this term.

a. the number of times a search ad appears on a search engine in response to a search

Dave executes a Google search for "best smartphone under $1500," and clicks on the top result on the SERP. What indicates to Dave that he is accessing a paid ad? a. The site is identified as "ad" before the related URL. b. The term "ad" appears within the accessed webpage. c. This is the top result related to his search term. d. The site contains images of a retailer and related prices.

a. the site is identified as "ad" before the realted URL

In terms of SEO, what do consumers tend to associate with positive feelings about the brand? a. websites with fast loading speeds b. websites without backlinks c. websites designed strictly for desktop devices d. websites appearing late in search results pages

a. websites with fast loading speeds

An email is automatically sent to a new customer who signs up for a rewards account with an airline. The email describes the program benefits and invites the customer to fill out information about their travel habits and preferences. This is an example of a a. welcome email. b. newsletter. c. limited offer email. d. discount email.

a. welcome email

Measuring how often customers return to a website and buy products is a strategy designed for a. automating customer service. b. monitoring retention and loyalty. c. enhancing a brand reputation. d. establishing a firm's expertise.

b. monitoring retention and loyalty

An advantage of email marketing for organizations is that it is often ________ than other methods. a. easier b. more cost effective c. more complex d. trendier

b. more cost effective

Searchable websites contain unique content, meaning that the content generally is a. colorful, graphics-heavy and imaginative. b. not reproduced from other sites. c. accessible to people using mobile devices. d. sourced or owned by others.

b. not reproduced from other sites

Joaquin wants to help potential customers find his HVAC repair business online, but he cannot afford to spend a lot of money. After revising content on his main webpage and incorporating attractive graphics, Joaquin sees that his site now ranks higher on search engine results pages. Joaquin is demonstrating a. technical SEO. b. on-site SEO. c. search engine marketing. d. off-site SEO.

b. on-site SEO

Search engine marketing utilizes ________ to reach consumers in the target market. a. keyword stuffing b. pay-per-click ads c. organic search results d. product placement

b. pay-per-click ads

A(n) ________ is a consumer visiting a company's website who is more likely than others to convert. a. targeted lead b. qualified lead c. engaged visitor d. first-time visitor

b. qualified lead

Ad ________ is most likely to result in higher search ad placement and can potentially lower the ad cost. a. language b. quality c. currency d. layout

b. quality

A ________ displays various SEO metrics useful to assess an organization's SEO performance. a. backlinks analysis b. search performance report c. domain rating d. first input delay report

b. search performance report

What describes a typical email marketing objective for a non-profit organization such as the United Way? a. generating sales b. showing how it makes a difference c. collecting consumer data d. improving retention

b. showing how it makes a difference

Targeted email lists may allow organizations to reach ________ markets. a. broad b. specific c. new d. unsegmented

b. specific

Digital marketers may use Google Analytics to assess Google SEM performance. If you are dividing the total cost of all clicks (for an ad) by the number of clicks, you are determining a. the daily/weekly/monthly average volume of web visits. b. the average cost per click. c. the total number of impressions. d. the average click-through rate.

b. the average cost per click

Marketers can use a responsive email template to create emails that will adjust based on a. the recipient's email settings. b. the size of the screen they are viewed on. c. the recipient's purchase history. d. the recipient's account information.

b. the size of the screen they are viewed on

Websites employing user-experience design strive to be accessible, engaging, and a. leading-edge. b. usable c. emotional. d. unique.

b. usable

Macy's marketing department gathers attribution data about online customers who purchased clothing for the first time. This data can tell marketers a. the daily/weekly/monthly average volume of web visits. b. which activity led to consumer conversions. c. the total customer revenue over a period of time. d. how often customers returned to its website.

b. which activity led to consumer conversions

________ is an excellent tool for gaining insights into how to improve website visitors' experience. a. AI (artificial intelligence) b. Adobe Dreamweaver c. Google Analytics d. WordPress

c. Google Analytics

What is the initial decision facing firms regarding website development? a. Is it necessary to have a website? b. Which high-tech features should be included? c. Will it be developed in-house or by professionals? d. What domain name should be used?

c. Will it be developed in-house or by professionals?

Which organization is most likely to engage in loyalty email marketing? a. a dental office b. a soup kitchen c. a credit card company d. a law firm

c. a credit card company

Website ________ refers to characteristics that enable websites to be used by people whatever their hardware, software, language, location, or ability. a. credibility b. reliability c. accessibility d. compatibility

c. accessibility

In terms of email marketing, ________ describes value provided to consumers. a. generating leads b. increasing sales c. accessing products and services d. increasing brand reputation

c. accessing products and services

A good way for an organization to enhance its reputation through SEO is by a. paying for online advertising. b. repeating every keyword multiple times on its first webpage. c. appearing early in the organic results of a SERP. d. including a call to action on its website.

c. appearing early in the organic results of a SERP

Which tool is increasingly used by organizations to automatically guide website customers, provide basic information, and create a personalized experience? a A/B testing b. information architecture c. chatbots d. search engine optimization

c. chatbots

Which content element is most likely to increase stickiness in a marketing email? a. brand slogans b. text list of benefits c. claims backed up with testimonials d. broad claims

c. claims backed up with testimonials

Trevor uses Google Search Console to find performance information about his firm's website. He learns that the site has an average position of 6.2 on the SERP. This tells Trevor that a. few consumers are seeing this site. b. many consumers are clicking through to the website. c. the website ranks highly within search results. d. the website is using the wrong keywords.

c. the website ranks highly within search results

The collection, reporting, and analysis of website data refers to a. digital marketing. b. content analysis. c. website analytics. d. search engine optimization.

c. website analytics

An online electronics store wants to improve the open rate for its email campaign. Which subject line would most likely catch the customer's attention and convince them to open the email? a. "Have you finished your holiday shopping, Rajib?" b. "Bonus gift with each purchase this weekend!" c. "Buy the best gifts this year!" d. "Holiday ads to make your shopping easier!"

a. "Have you finished your holiday shopping, Rajob?"

Email was first used for mass marketing in the a. 1970s. b. 1980s. c. 1990s. d. 2000s.

a. 1970s

Which pricing process is used by Google to position paid search ads? a. ad auction b. pay-per-click c. floating rate system based on URL type d. rate card based on size and frequency

a. ad auction

What SEO strategy would a digital marketer suggest to enhance the digital trust between a retailer and its target market? a. Appear high in these customer's targeted search results. b. Let customers know you do not pay for advertising. c. Offer special deals to first-time customers. d. Use keyword stuffing to attract web crawlers.

a. appear high in these customer's targeted search results

Many consumers search online for "temporary tattoos," with a typical search generating millions of results. Which strategy can online retailer Tattoos-R-Us use to get its ad near the top of SERPs for these consumers? a. Bid on a related paid search ad. b. Incorporate the keyword "tattoos" into its webpage. c. Create a website that is highly accessible. d. Use a mobile-first strategy in developing the site.

a. bid on a related paid search ads

Websites including customer testimonials, highlighting strong security and privacy protections, and using respected e-commerce platforms have the primary objective of a. building consumer trust. b. improving accessibility. c. enhancing customer loyalty. d. providing consumer information.

a. building consumer trust

Which factor plays the least role in determining search engine results? a. company awards and accolades b. attractive and informative web pages c. use of keywords on websites d. search terms entered by consumers

a. company awards and accolades

What describes a goal of user-experience design? a. creating a perception of superior service quality b. demonstrating mastery of color, fonts, imagery, search fields, dropdown menus and chatbots c. increasing the prestige of the web designer or digital marketing team d. improving employee productivity and efficiency

a. creating a perception of superior service quality

Neva works in the marketing department of Yummy-to-You, a meal delivery service. She knows that a high percentage of customers signing up online for a free trial soon subscribe to the service. Neva plans to closely monitor these customer accounts including how often customers come back and engage for the next six months. In other words, her marketing objective is closely related to a. customer retention. b. customer satisfaction. c. customer information. d. customer service.

a. customer retention

Allyson owns a franchise for a mail and shipping business, Shipping For You. Although the parent organization has a web presence, she's concerned about how local customers can learn about her services. Which SEO strategy makes the most sense for Allyson? a. Develop a business profile on search engines, including operating hours and a direct link to her business site. b. Ask the parent company to include a link to her business site on its main webpage. c. Improve technical aspects of her business site, including its graphics and loading speed. d. Create a paid ad using the keywords "mail" and "services."

a. develop a business profile on search engines, including operating hours and a direct link to her business site

Open rates vary by industry, but they hover around ________ in many cases. a. 1 to 10 percent b. 10 to 25 percent c. 25 to 35 percent d. 35 to 50 percent

b. 10 to 25 percent

Which organization's website likely would most benefit from a mobile-first strategy? a. an adult day care provider b. a sports bar located near a stadium c. a medical transcription business d. a home inspection service

b. a sports bar located near a stadium

The Coca Cola Company's recent online ads targeting consumers seeking low-calorie beverages use a "real magic" tagline, although different ads may show images of Coke Zero, Diet Coke, Diet Sprite, Fresca, etc. These similar ads are an example of a(n) a. ad account. b. ad group. c. pay-per-click ad. d. local inventory ad.

b. ad group

Marina creates web content for her home daycare business by saying things like "just like visiting grandma," "homey setting," and "your kids will love our environment." Marina is trying to establish a. evergreen content. b. an informal tone. c. interactive content. d. an authoritative voice.

b. an informal tone

Looking at three manufacturer's websites helped Melissa choose the right sink brand, style, and model for her upcoming kitchen renovation. Melissa's experience demonstrates how websites provide value by a. collecting customer insights. b. assisting in the consumer decision process c. building trust through design and accessibility. d. enhancing brand images.

b. assisting in the consumer decision process

For SEO purposes, a domain name should not be lengthy, should reflect the website's contents, and should a. use .co or .usa. b. be easy to remember. c. combine multiple keywords. d. look nearly identical to your top competitors'.

b. be easy to remember

A ________ extension allows the sponsoring organization to add a phone number button to its search ad. a. sitelink b. call c. callout d. location

b. call

Search marketers interested in reaching a target consumer group within specific budget parameters are employing a(n) ________ level SEM strategy. a. group b. campaign c. account d. global

b. campaign

What should search marketers incorporate into search ad content for virtually every product or service? a. broadly-used keywords b. consumer benefits c. institutional jargon d. generic descriptions

b. consumer benefits

A nonprofit organization sent out an email with a link to a subscription to a newsletter. For every 50 emails, an average of five consumers clicked the link and subscribed. In this marketing effort, the ________ is ten percent. a. email click-through rate b. conversion rate c. engagement level d. list of growth rate

b. conversion rate

Among the most important objectives of SEO is a. improving website functionality. b. converting customers. c. reducing advertising costs. d. monitoring customer retention.

b. converting customers

Which should be considered in website domain name selection? a. Ignore related domains, as consumers are not easily confused. b. Domains should not be or include the trademarks of others c. Choose the longest domain name possible to optimize SEO. d. Only domain names belonging to official government sites or educational institutions need to be registered.

b. domains should not be or include the trademarks of others

A strategy which personalizes a visitor's web experience is incorporation of ________content: it changes based on user behavior and helps increase conversions. a. accessible b. dynamic c. evergreen d. interactive

b. dynamic

Andy is searching online for a mattress for his new apartment. Near the top of his search results is an ad for Comfee, a new kind of mattress in a box. Andy is attracted to the ad's bold headline guaranteeing one-day shipping. He clicks on the ad and orders one. In this situation, the search ad a. established company expertise. b. increased conversion rate optimization. c. improved the brand's reputation. d. contributed to customer insights.

b. increased conversion rate optimization

Which strategy is suggested for search marketers in determining search engine selection? a. Consider only costs associated with each search engine. b. Focus on competition, and place ads where competitors do not appear. c. Consider many factors including costs, placements, competition, and expected results. d. Focus on reach as the most important factor for retail firms, and cost as the top factor for nonprofits.

c. consider many factors including costs, placements, competition, and expected results

Rand is a digital marketing specialist for a firm specializing in stylish but affordable fashions. He wants to know which ad results in the highest number of new customer sales. What will provide the most accurate information on this metric for Rand? a. cost per action data b. bid estimate c. conversion tracking tool d. cost-per-click data

c. conversion tracking tool

Website content can best provide value for a target market by a. describing available products and services. b. boosting the credibility or reputation of the sponsoring organization. c. describing how a product/service benefits the consumer. d. creating an entertaining and engaging experience.

c. describing how a product/service benefits the consumer

Which type of SEM campaign will likely reach the widest audience as it can appear on sites like Google Finance or YouTube? a. local campaign b. shopping campaign c. display campaign d. app campaign

c. display campaign

The basic goal of search engine optimization in modern digital marketing is to a. create award-winning websites to enhance organizational prestige. b. improve website quality and accessibility. c. drive traffic to an organization's webpages. d. help consumers during their decision-making process

c. drive traffic to an organization's webpages

An accountant with a small firm pays for a local search ad associated with searches for "small business accounting" which shows up near the top of results. The ad lists her business name, location, and services, and links to her business website. What is the most likely objective for this ad? a. Gain insights about potential customers. b. Increase conversation rate optimization. c. Establish her business expertise. d. Build her personal reputation.

c. establish her business expertise

Patton searches online for "Chicago city tours" before his upcoming trip. He is attracted to an ad which reads "Chi Town Foodie Tours" in large type, and which also includes specific details about the tours offered. The large-sized phrase "Chi Town Foodie Tours" in the ad is considered the a. ad extension. b. display URL. c. headline. d. description.

c. headline

When a marketer wants to know the number of times a brand's website is displayed when a consumer searches the term "air fryers," they are interested in which metric? a. domain rating b. position c. impressions d. click-through rates

c. impressions

Nadja is interested in establishing backlinks to her costume business website. As a digital marketer, what should you advise Nadja? a. Poor quality backlinks will not negatively affect SEO. b. It is preferable to have as many backlinks from as many sources as possible. c. It is important to check the trustworthiness and authority of the linking website. d. The key consideration is the currency of the referral domain.

c. it is important to check the trustworthiness and authority of the linking website

Overall, organizations should focus on which content strategy for their websites? a. Make content designed strictly for web crawlers. b. Make content creative and focused on winning marketing awards. c. Make content engaging and designed for the consumer. d. Make content SEO-driven and overfilled with keywords.

c. make content engaging and designed for the consumer

When a marketing website collects cookies, marketers should commit to best practices for privacy and security. The sponsoring organization may also be required to a. create multiple versions of the site. b. improve page-loading speeds. c. obtain consumer consent. d. conform to World Wide Web Consortium (WC3) standards.

c. obtain consumer consent

Sticky email content a. relies on evoking strong emotions in customers. b. depends on the customer already have positive feelings about the brand. c. remains in the minds of the customers. d. does not contain an unsubscribe option.

c. remains in the minds of the customers

What tactic is suggested for developing an effective SEO keyword strategy? a. Seek out highly-targeted terms for keyword stuffing. b. Avoid all popular keywords to attract a new consumer base. c. Research keyword variations to identify synonyms and preferred word order. d. List keywords only on the first webpage.

c. research keyword variations to identify synonyms and preferred word order

A marketer for an office supply company wants to know the amount in sales generated by a new email campaign sent only to a customer list targeting small and midsize businesses. Which metric would be most useful? a. conversion rate b. engagement level c. revenue per email d. list growth rate

c. revenue per email

The primary objective of search engine marketing for most organizations is related to a. efficiency. b. regulations. c. sales or conversions. d. prestige.

c. sales or conversions

The trust an internet service provider has for the email marketer is referred to as _______ reputation. a. brand b. email c. sender d. marketing

c. sender

Especially for large websites, SEO can be improved by adding a document that links to key webpages on an organization site, known as a(n) a. robots.txt file. b. search index. c. sitemap page. d. algorithm.

c. sitemap page

A restaurant emailed a customer list about an upcoming promotion, but some of the emails were returned because the recipients' mailbox was full. These are examples of a. hard bounces. b. junk emails. c. soft bounces. d. spam emails.

c. soft bounces

When a consumer is searching for "electric bicycles for sale," search engines use algorithms in order to provide ________ to this individual. a. the maximum number of results b. highly unusual results c. the most relevant results d. one unique result

c. the most relevant results

Email marketing is a. synonymous with digital marketing. b. most effective when it is a firm's only digital marketing effort. c. used in place of traditional marketing. d. used alongside other digital marketing methods.

d. used alongside other digital marketing methods

Everything Camping, Inc. will soon introduce a new line of shelf stable meals called Everything Edible. Which action most directly supports Everything's SEO marketing objective to improve exposure for this brand? a. The parent company of Everything Camping should boost its mass media advertising budget. b. Everything Camping should position the firm as expert in all camping matters. c. Website designers should improve the accessibility of the Everything c. Camping website. d. Everything Camping should increase its natural result impressions for "camping foods" searches.

d. Everything Camping should increase its natural result impressions for "camping foods" searches

In order to obtain rapid positioning in search page results, organization should choose a. mass market advertising. b. SEO. c. personal selling. d. SEM.

d. SEM

The percentage of emails not delivered to those on an email list is referred to as the _______ rate. a. open b. unsubscribe c. spam complaint d. bounce

d. bounce

The T-Mobile website features an oversized message saying other carriers are raising the bills for customers, but they will not raise the price of your rate plan. It also includes an action button offering Internet service for just $50 a month, well below the market rate. With these actions, T-Mobile is using its website to a. enhance the customer's website experience. b. provide exceptional customer service. c. introduce customer loyalty programs. d. build its brand image

d. build its brand image

Enhancing off-site SEO involves which action? a. creating a sitemap file b. incorporating appropriate keywords on a website c. improving a webpage loading speed d. building good-quality links to a site from social media

d. building good-quality links to a stie from social media

A good starting point for digital marketers in building an SEO plan is a. creating a sitemap file. b. boosting webpage loading speeds. c. purchasing a premium domain name. d. conducting keyword research.

d. conducting keyword research

Digital marketers use Google Analytics to assess new versus returning website users, understand user engagement, and determine customers' lifetime value. This is information related to a. sources of traffic. b. customer satisfaction. c. technology effectiveness. d. customer retention.

d. customer retention

Organizations can create value through search engine marketing, but must particularly balance which two aspects of SEM? a. growing too quickly and consumer conversion b. natural results and paid search results c. site attractiveness and site accessibility d. funds spent and projected revenue

d. funds spent and projected revenue

An important goal for digital marketers is to build optimized websites. This means that the site a. looks attractive and modern. b. facilitates consumer trust. c. enhances organizational prestige. d. generates traffic and provides value.

d. generates traffic and provides value

When visitors first enter the Stitch Fix website, they take a quiz about personal style and their expectations regarding clothing, fit, and pricing. This ________ builds connections between customers and the firm. a. retargeting strategy b. landing page design c. recommender system d. interactive experience

d. interactive experience

Raha needs a pet day care facility that fits her work schedule. She plans to base her choice on distance, price, and hours, and begins an online search for nearby businesses. In this situation, how does a search engine provide value to Raha? a. It sorts local businesses by her ranking criteria. b. It eliminates the lowest-rated facilities from her search. c. It selects the best option for her lifestyle. d. It provides information about services she needs.

d. it provides information about services she needs

An online search for "beautiful emerald rings" includes a site reading "Emerald rings are our specialty. They are beautiful and of high value, so buy an emerald ring today. JJ Jewelers, ring experts in all styles, is your emerald ring headquarters." This information is not helpful to consumers, and the site does not rank high in search results. This is an example of a. keyword research. b. keyword planning. c. keyword optimization. d. keyword stuffing.

d. keyword stuffing

Consumers gain value from search engines when they a. understand the differences between sponsored results and natural results. b. interact directly with marketers and manufacturers. c. avoid the annoyances of mass market advertising. d. locate the product, service, or information they seek.

d. locate the product, service, or information they seek

Why should email marketers consider focusing on a mobile-first strategy? a. Mobile-first content translates identically to all devices, including desktop devices. b. Mobile-first content is simpler to create. c. Mobile devices have replaced all other types of devices for all consumers. d. More emails are opened on a mobile device than a desktop.

d. more emails are opened on a mobile device than a desktop

A Claritin ad appearing in Google search results for "allergy treatment" shows an image of the familiar packaging, but contains little specific product information except for reminding consumers to experience relief with Claritin. This is a type of a. institutional advertising. b. retargeting. c. a recommender system. d. recall advertising.

d. recall advertising

Which email marketing tactic can most easily harm an organization's brand image? a. sending targeted emails b. describing rewards programs to current customers c. providing email recipients with the option to unsubscribe d. sending frequent and unrequested emails

d. sending frequent and unrequested emails

Kilian places an online order from a local grocery store. Shortly after he picks up the order, he receives a brief email asking him to rate the overall experience from 1 to 10. This is an example of a ________ email. a. welcome b. new-content c. promotional d. survey

d. survey

Customers purchase Callie's Organic Raw Honey for both food and homeopathic purposes. Its digital marketing team is analyzing how much it spent for the ad campaign compared to the revenue it is generating. This means they want to learn a. the average cost per action. b. the conversion rate. c. the cost per impression. d. the return on ad spend.

d. the return on ad spend