Digital Marketing - Google Certification

What should your search ad have in order to promote more clicks? A. A call to action B. A catchy headline C. A close-up photo D. A social media link

A. A call to action

Which of the following can help you gain visibility in search engines? A. Adding relevant content that highlights the location of your business B. Including your address on your Twitter account C. Optimizing your site for desktop devices only D. Adding a list of shops local to you on your website

A. Adding relevant content that highlights the location of your business

The increased use of the Internet presents a lot of potential for which types of businesses? A. All businesses B. Small business owners C. International businesses D. Local businesses

A. All businesses

Which of the following can businesses achieve by using social media? A. Attract new audiences B. Build a good reputation with customers C. Meet sales goals D. Increase traffic to their website

A. Attract new audiences

When looking to attract a local audience, why is it important to optimize your website and content for mobile users? A. Because local users tend to use their mobile devices when they're out of the house B. Because mobile will replace desktop computers C. Because all online users browse on mobile devices these days D. Because marketing for mobile is more cost effective

A. Because local users tend to use their mobile devices when they're out of the house

What are 'highlighting key dates' and 'considering multiple channels' best practices of? A. Creating a content calendar B. Designing illustrations to support content C. Segmenting your audience D. Identifying social media influencers

A. Creating a content calendar

Once you've worked out your Unique Selling Proposition (USP), how would you use it in a long-term online strategy? A. Incorporate it within marketing materials across all channels to help raise customer awareness B. Create an email campaign letting your customers know why you are unique C. Film a video explaining your unique selling point and send it to employees D. Create a press release and distribute it through your channels

A. Incorporate it within marketing materials across all channels to help raise customer awareness

What makes the data cycle useful? A. It helps yo make the most of the data collected from marketing activities B. It helps you evaluate your competition C. It provides information about what users like about your website D. It presents collected data in a visually appealing way

A. It helps yo make the most of the data collected from marketing activities

Which of the following factors help search engines determine if your business is local? A. Location details on the website, quality content, and how mobile friendly the website is B. Location details on the website, list of shops local to you, and a contact form C. Quality content, list of local suppliers, and location details D. Location GPS tags on photos, quality content, and how mobile friendly the website is

A. Location details on the website, quality content, and how mobile friendly the website is

Which of the following best describes why approaches to writing need to be adapted for online content? A. Online readers have a reduced attention span, due to being flooded with information B. Certain blogging platforms have a limit on the words count you can publish C. Online readers only like to engage with long-form pieces of content D. Online audiences are typically younger, so the language used needs to reflect this

A. Online readers have a reduced attention span, due to being flooded with information

Analytics can give you immediate valuable information about which type of customers? A. Previous and current customers B. Current and future customers C. Previous and future customers D. Offline and online customers

A. Previous and current customers

When expanding a business internationally, which of the following is most important to provide on your website? A. Products and delivery details in the correct currency B. Time and dates written in the local format C. Exchange rate information D. Free giveaways for local customers

A. Products and delivery details in the correct currency

Which of these is a good practice to keep in mind when sending emails to your contacts? A. Run an A/B test on your subject line to determine which one works best B. Send the same generic and simple message to your entire contact database C. Include enough content in the email so there is no need for them to click away to read further elsewhere D. Only include a call to action on the landing page you're linking to in the email

A. Run an A/B test on your subject line to determine which one works best

Which of the following metrics could help you understand which blog post is resonating the most with your audience? A. Session duration B. Page views C. Referral traffic D. Unique page views

A. Session duration

Which of the following statements is true when it comes to running email campaigns for a business? A. There's no need to use sponsored ads with your email marketing B. There's no need for analytics when it comes to email marketing C. You need to include personal contact details D. You can use any imagery, despite copyright

A. There's no need to use sponsored ads with your email marketing

Which of the following is a benefit of using spreadsheets? A. Vast quantities of data can be stored, sorted, and analyzed quickly B. Data can only be accessed when all users are online C. Valuable customer and market insights can be delivered quickly D. Spreadsheets are the only way to collect data and extrapolate results

A. Vast quantities of data can be stored, sorted, and analyzed quickly

Which of the following is an example of a 'call to action' on a website? A. A list of phone numbers customers can use to get in contact with you B. A 'Get directions to our store' button which when clicked, redirects to a map displaying directions to the store based on the customer's current address C. An icon button that takes the customer to your social media accounts D. A hotline phone number that helps users complete their purchase

B. A 'Get directions to our store' button which when clicked, redirects to a map displaying directions to the store based on the customer's current address

What can using video as part of your online presence help you create? A. Content that will go viral B. A channel to engage with customers C. A variety of different brand perceptions D. An online following and fanbase

B. A channel to engage with customers

Which of the following is something you'll probably want to exclude from your website? A. Prices B. A lot of deep scientific information and detailed statistics C. Special offers D. Certifications to show you're qualified to provide a service

B. A lot of deep scientific information and detailed statistics

Which section of Google Analytics can tell you whether visitors have found your website via social media? A. Site search B. Acquisition C. Behavior D. Search Console

B. Acquisition

How can you take advantage of video for your product/services without actually making a video? A. This isn't possible B. Advertise on other people's videos C. Use images with a call to action instead D. Share other people's videos

B. Advertise on other people's videos

Taking a business online can involve many different steps. When starting out, which activity could be part of this process? A. Sending flyers with your web address to customers B. Creating a business listing in online local directories C. Increasing print and billboard advertising D. Building a team of digital advertising experts

B. Creating a business listing in online local directories

What is the first step of display retargeting? A. Sourcing keywords B. Defining your audience C. Writing content D. Setting a call to action

B. Defining your audience

Which of the following is an example of a social media goal? A. Acquire genuine reviews on products B. Drive more traffic to your store C. Develop one-way communication with customers D. Mimic your competition's approach

B. Drive more traffic to your store

Using videos in email marketing and social media is an effective way to do what? A. Increase word of mouth referrals B. Engage and grow your audience C. Guarantee sales of your product or service D. Lower the cost of developing content

B. Engage and grow your audience

Which of the following is a benefit of using relevant ads and landing pages? A. Increased cost for ad placements B. Higher ad positions on the search results page C. Higher cost per clicks on your ads D. Ads that will ensure more purchases

B. Higher ad positions on the search results page

Which of the following is a benefit of registering your business in online local listings? A. Discounted pricing on your search advertising campaigns B. Increased likelihood of being discovered through search engines C. More mentions on social media platforms D. Guaranteed sales to local customers

B. Increased likelihood of being discovered through search engines

Which of the following would be an ideal goal for an SEO plan? A. Increasing social media likes and followers B. Increasing how many relevant people visit your website C. Showing your website to as many people as possible D. Being in first place in SERP for any keyword

B. Increasing how many relevant people visit your website

Fill in the blank: Short strings of specific keywords with low search volume are called ______. A. Long-hair keywords B. Long-tail keywords C. High-relevance keywords D. Top-tail keywords

B. Long-tail keywords

When looking to ensure your website is easily accessible by mobile users, what should you focus on doing first? A. Redesign your website color scheme B. Optimize your site C. Create a mobile app D. Shorten your website content

B. Optimize your site

If you own a film blog, which type of customer can you expect to reach with display advertising? A. People who use ad-blockers and are interested in your subject B. People who haven't read your blog but are interested in your subject C. Only people who have read your blog previously D. Only people interested in films and movies

B. People who haven't read your blog but are interested in your subject

Why are search engines a great place for a business to be found? A. People pay to use search engines, so there is a wealthy customer based there B. People who search are actively looking for information, products, or services C. Search engines are a big trend these days D. Search engines guarantee new customers

B. People who search are actively looking for information, products, or services

When setting up display advertising campaigns, who can you target? A. People with specific names B. People who speak different languages C. People who already own specific products D. People with a specific address

B. People who speak different languages

When it comes to optimizing your website's SEO for mobile users, which of the following is a crucial factor to keep in mind? A. Short content and fewer images B. Performance and usability C. Usability and short content D. Less video content

B. Performance and usability

When incorporating videos into a digital strategy, which of the following tactics provides value to customers? A. Setting up live streams of the business's physical shop on their website B. Publishing a how-to video on their website C. Producing sale campaign videos D. Sharing personal vlogs

B. Publishing a how-to video on their website

When considering how mobile users will search for your business, which types of keywords should you focus on? A. Long tail keywords B. Shorter keywords and phrases C. Longer keywords and phrases D. Exact match keywords

B. Shorter keywords and phrases

Which of the following is an example of the type of data that advertising networks automatically collect and share with businesses? A. The number of sales you make from the ad B. The cost of each ad you publish C. The cost of creating the ad D. A prediction of sales you can make from your ad

B. The cost of each ad you publish

Which of the following is true when purchasing ad placements on an advertising network? A. You always need to contact the owner of the website to buy ads on their page B. The network provides data on the click-through-rate C. The network provides names of the people who click your ad D. The network will continue to show your ad for 7 days once your budget has expired

B. The network provides data on the click-through-rate

Fill in the blank: Spending money on search advertising influences how your website appears in ____________. A. Organic search results B. The search results page C. Business directories D. Display advertising networks

B. The search results page

Most web analytics can tell you what information about the user? A. Their contact details, their behavior and their operating system B. Their location, type of device they're using and pages visited C. Their location, type of device they're using and contact details D. Their interests, when they delete their browser cookies and their location

B. Their location, type of device they're using and pages visited

What is the purpose of the 'See, Think, Do, Care' framework? A. To help determine a marketing strategy B. To help a business understand the customer journey online C. To help a business reach a global audience D. To give insight into specific customer groups

B. To help a business understand the customer journey online

Fill in the blank: If an ad is not performing well, one effective tactic is to _________. A. Try a different search engine B. Tweak an ad's copy and analyze the results C. Hire a professional agency D. Delete an ad and try again

B. Tweak an ad's copy and analyze the results

What does responsive design mean? A. Your visitors can manually adjust the size of your website B. Your website will adapt to suit whichever device it is being viewed on C. Your customers can provide feedback on the design of your site D. Your website will respond to clicks faster

B. Your website will adapt to suit whichever device it is being viewed on

Which of the following page titles would be most suitable for a website page describing a store's return policy? A. How to Send Stuff Back B. [Company's Name] Return Policy C. Return Policy D. Company Policies

B. [Company's Name] Return Policy

What is a web server? A. The customer service representative you can call when you have questions about your website B. The answer you get when you search a term on the web C. A computer connected to the Internet with software that allows it to host all the components of your website D. The device that determines the speed of your mobile connection

C. A computer connected to the Internet with software that allows it to host all the components of your website

Which of the following is a common feature of email marketing platforms? A. Personalized, custom templates B. A free list of email addresses you can target C. A feature allowing users to unsubscribe from your emails D. Automation of your search ad campaigns

C. A feature allowing users to unsubscribe from your emails

A robust social media plan includes which of the following? A. A list of content that mimics competitor content B. All of your online business goals C. A long-term schedule identifying when to post content D. A list of friends who can post on the accounts

C. A long-term schedule identifying when to post content

Which of the following will you need to start an email marketing program? A. A collection of email templates B. A 'Contact Us' form C. A way to collect people's email addresses D. A set budget

C. A way to collect people's email addresses

What does the following definition describe? 'The division of an audience into groups of who they are and what they like, with the goal of identifying a group most interested in your product/service.' A. Marketing channels B. Demographics C. Audience segmentation D. Group dynamics

C. Audience segmentation

Which of the following is the easiest way for visitors to learn about a business while visiting a website? A. Getting free 'taster' of one of your products B. Listening to an audio file that auto plays whenever someone visits your site C. Browsing your product pages and reviewing the Frequently Asked Questions page D. Reading the terms and conditions for your products on your site

C. Browsing your product pages and reviewing the Frequently Asked Questions page

Which of the following is a good way to get other websites to link to your site? A. Keep linking to them until they link to you B. Send them emails until they link to you C. Building relationships with similar sites D. Use as many relevant keywords on the page you'd like them to link to

C. Building relationships with similar sites

When looking at your video analytics, you discover people are only watching the first few seconds of your video. What should you do? A. Consider removing the video from the platform B. Consider re-shooting your video based on comments C. Consider updating your preview images, video titles, or descriptions D. Consider asking people to watch the whole video in the description

C. Consider updating your preview images, video titles, or descriptions

Fill in the blank: As a small business, creating videos to showcase your business or product requires only ________. A. An agency, professional crew and equipment B. Creativity, lots of experience and a large budget C. Creativity, planning and any budget D. Creativity, planning and high-quality equipment

C. Creativity, planning and any budget

What can conversion tracking in search help you measure? A. How many transactions are competed on your site overall B. How many people click on your SEM ad and end up browsing your site C. How many people visiting your site from a search ad end up completing a purchase D. How many customers your ad has converted into brand ambassadors

C. How many people visiting your site from a search ad end up completing a purchase

In what way can display advertising be effective? A. It guarantees more visitors to your site B. It guarantees increased sales C. It drives traffic to your website D. It improves your ranking in search engines

C. It drives traffic to your website

Which of these can Google Search Console do? A. It helps you increase your social media following B. It helps you optimize your Google My Business listing C. It helps you understand which keywords people are searching for on Google D. It helps you run A/B tests on your home page

C. It helps you understand which keywords people are searching for on Google

Why is optimizing customer touchpoints online beneficial for businesses? A. It allows brands to add pop-up ads at every point of the customer journey, ensuring high visibility B. It gives businesses the opportunity to save money on online advertising C. It provides customers with value every time they come into contact with a brand, helping build trust D. It gives businesses an opportunity to collect more data from potential customers

C. It provides customers with value every time they come into contact with a brand, helping build trust

Fill in the blank: It's possible to determine how well a/an __________ will perform without bidding on it. A. Auction B. Website C. Keyword D. Advert

C. Keyword

Which of the following statements is true when it comes to developing a web presence for a business? A. Customers can learn about a business by downloading a mobile app, but they can't place an order using an app B. Building a new website requires a large budget C. Mobile apps enable your customers to purchase your products without being on your website D. All businesses must have a website to sell products

C. Mobile apps enable your customers to purchase your products without being on your website

Which of the following is a pitfall when using social media for business? A. 2-way conversation with customers B. Not being present on every social media platform C. Not having the resources to respond to comments and questions in a timely manner D. Spending too much time reviewing social media analytics

C. Not having the resources to respond to comments and questions in a timely manner

What can a business use to send messages to users who have already downloaded their app? A. Text messages B. Pull notifications C. Push notifications D. Email notifications

C. Push notifications

Before running search ads, you should make sure your site is mobile-friendly. Which scenario best describes a mobile-friendly experience for a customer? A. The business has a mobile app instead of a website B. The site includes business phone numbers C. The site works on different mobile devices D. The site does not include any videos so it loads quickly

C. The site works on different mobile devices

If the open rate of your emails seems low, which of the following could help you fix that? A. Redesign your website B. Change the color of the buttons inside your email C. Send your emails to more contacts D. Adjust the subject line of your email

D. Adjust the subject line of your email

What technology do search engines use to 'crawl' websites? A. Androids B. Interns C. Automations D. Bots

D. Bots

Fill in the blank: When describing the purpose of content, what is missing? 'To entertain, to inspire, to _______, and to convince.' A. Humor B. Please C. Surprise D. Educate

D. Educate

If your key business goal is to get people to book rooms at your guesthouse, what data are you most likely to be interested in? A. How long people spend on your 'How To Find Us' page B. Which day of the week is most popular for bookings C. Whether your funny Tweet goes viral D. How many people visiting your site book a room with you

D. How many people visiting your site book a room with you

Which of these is an important factor in the paid search auction system? A. How famous your brand name is B. How cool your logo is C. How long your business has been around D. How relevant your ads are

D. How relevant your ads are

How can you improve a business's visibility to people located near you geographically? A. Translate your website into at least two more languages B. Offer free phone support during your business hours C. Ensure you have good analytics on your website D. Make sure your phone number, address, and business hours are easy to find

D. Make sure your phone number, address, and business hours are easy to find

Which of the following can be used to target an audience when using some social media ads? A. People's names B. People's addresses C. People's pet names D. People's relationship status

D. People's relationship status

If a person adds a product to a shopping basket but then leaves the website, which of the following tactics is most likely to encourage that person to return and purchase the product? A. Retargeting with a display ad encouraging newsletter sign-up B. Redesigning your website C. Creating a Facebook page for your business D. Retargeting with a display ad that has a discount coupon

D. Retargeting with a display ad that has a discount coupon

Which of the following statements is true when marketing your business online? A. You need a website to show up in search results B. You'll reach a similar client base to the one you have in the real world C. You'll be seen by the same volume of customers whether you use search advertising or not D. Social media is a great way to engage your audience

D. Social media is a great way to engage your audience

Which of the following is an accurate definition of what a content marketing campaign involves? A. Creating and posting content ad-hoc when you have the time B. The creation of time-sensitive content that can be published through various channels C. Regularly emailing customers with news about a business's products or services D. The creation and promotion of online materials with the goal of increasing interest in a product or service

D. The creation and promotion of online materials with the goal of increasing interest in a product or service

Which of the following is an example of a local search? A. "bike shop near me" B. "bike shop in UK" C. "local bicycle shop" D. "bike shops"

A. "bike shop near me"

When using search engine marketing, where can your ads appear? A. Only on search engines B. Only on websites C. On search engines and websites D. On websites and social media

A. Only on search engines

What type of information can KPIs provide? A. Audience segmentation B. Long-term projections C. Financial viability D. Board decisions

B. Long-term projections

Fill in the blank: Businesses should focus on social media platforms with _________. A. The biggest reputation B. The most expected engagement C. A relevant audience D. The most users

C. A relevant audience

Fill in the blank: The ads on search engines are usually made up of ___________. A. Audio B. Video C. Text D. Images

C. Text

Fill in the blank: Actionable insights can be described as explaining the ________ of an online marketing campaign. A. 'Why' B. 'How' C. 'When' D. 'Who'

A. 'Why'

Search engine marketing can also be called what? A. Pay-per-click advertising B. Organic advertising C. Search box marketing D. One-click advertising

A. Pay-per-click advertising

What should you consider when developing your website content? A. What your customers are looking for B. Your latest promotions and discounts C. Your brand values D. Whether the content will go viral or not

A. What your customers are looking for

In an SEM auction, your Quality Score is based on which aspect of your ad? A. Bid B. Relevance C. Wit D. Length

B. Relevance

When making video content for your display ads, what is the most important to ensure? A. Videos are entertaining, long, and include a CTA B. Videos are relevant, short, and include a CTA C. Videos are relevant, long, and include a URL D. Videos are short, informative, and include a phone number

B. Videos are relevant, short, and include a CTA

Which details should you look into to include on a business profile page on social media? A. Details about the CEO B. Link to a local listing site you're on C. Description of the business D. Cost of products and services

C. Description of the business

When it comes to search ads, which description best describes 'negative keywords'? A. Keywords with no association to your site B. Keywords with poor search volume C. Keywords that are excluded from a campaign D. Keywords that are typed incorrectly

C. Keywords that are excluded from a campaign

What should be the first step of a structured SEO plan? A. Identifying your ad budget B. Buying an analytics software C. Setting up your presence on social media sites D. Keyword research

D. Keyword research

Which of the following can help a search engine understand what your page is about? A. The date it was published B. The number of images used C. The total number of words D. The title tag

D. The title tag

Which term best describes the business activity that occurs when website visitors buy products or services from you online? A. E-commerce B. Display advertising C. Search engine marketing D. Pay per click

A. E-commerce

Fill in the blank: If you use _________ keywords when building your search ads, minor variations, like plurals, can still trigger the ad. A. Exact Match B. Random Match C. Direct Match D. Close Match

A. Exact Match

Fill in the blank: A __________ is a shortcut to other pages on your site or elsewhere on the web. A. Hyperlink B. Return link C. Menu bar D. Breadcrumb

A. Hyperlink

What is the first step in creating an online business strategy? A. Identifying business goals B. Understanding what the competition is doing C. Knowing the market D. Aligning goals to the strategy

A. Identifying business goals

Which type of data relates to a metrics that can be represented with a number? A. Quantitative B. Qualitative C. Holistic D. Customer

A. Quantitative

Fill in the blank: Website analytics can tell you ________. A. What time of day your website gets the most traffic B. How many mentions or likes you get on social media C. How well your competitor's ad campaigns are doing D. The email addresses of visitors to your landing pages

A. What time of day your website gets the most traffic

What is a key benefit of having an online presence for a business? A. The ability to sell products directly to customers through social media B. Being visible when people search for a business like yours C. Sending user emails to update them on new products D. Being able to offer new customers promotional discounts

B. Being visible when people search for a business like yours

When it comes to search ads, which of the following could dictate how an ad will perform against a competitor? A. Social media following B. Bid value C. Domain authority D. Average number of visitors to the company's website

B. Bid value

Which three pieces of information are essential to include first in your local directory listing? A. Business address, website, telephone numbers B. Business name, business address, telephone numbers C. Website, telephone numbers, email address D. Business name, email address, website

B. Business name, business address, telephone numbers

Which of the following statements is true when it comes to taking a business online? A. Stick to what you are doing and don't make changes B. The same content works across online and offline platforms C. Use analytics to make informed decisions D. Use analytics to track your customers across the Internet

C. Use analytics to make informed decisions

What is the best way to put your social content in front of people who don't already follow you? A. Increase your email marketing campaigns B. Ask people to share your content to their networks C. Use paid promotion to reach new audiences D. Put links to your social on your website

C. Use paid promotion to reach new audiences

Which tool helps you measure the success of your website? A. Keyword Planner B. Ad Gallery C. Ad Preview Tool D. Analytics

D. Analytics

Which of the following factors should you consider when optimizing your website for search engines? A. Color scheme B. Recycled content C. Inspiring business name D. Site popularity

D. Site popularity

What can social media analytics tools help you measure when assessing campaign results? A. Whether the campaign was more successful than your competitors B. Whether the visitors likes the social campaigns or not C. Whether a visitor called the store after seeing a social post D. Whether the visitor clicked on a paid ad or organic listing

D. Whether the visitor clicked on a paid ad or organic listing