Digital Marketing Exam 1 : practice questions
The upper fold of a web page should answer the questions, "What are you offering?" "Why should I pick you?" and: a) "What are your top sellers?" b) "Who is your top competitor?" c) "What do you want me to do next?" d) "Where is the search bar?"
c) "What do you want me to do next?"
During a one-week period, a website had 3,000 total pageviews from 500 sessions. What is the site's average page depth? a) (3,000 + 500)/3000 = 1.17 b) (3,000 + 500)/500 = 7 c) 3,000/500 = 6 d) 500/3,000 = .17
c) 3,000/500 = 6
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 site bounce rate? a) 20% b) 30% c) 40% d) 50%
c) 40%
What enables a website to recognize a computer as a return visitor (as opposed to a first-time visitor)? a) The IP address b) The computer configuration c) A cookie d) The computer's physical location
c) A cookie
Why is a high bounce back rate a negative signal of a web page's quality? a) Because the search engine must load the SERP again, and this wastes the server's bandwidth. b) Because this behavior is an indicator that the website might be engaging in click fraud. c) Because this behavior 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) Because this behavior indicates that the searcher did not like what they saw or find what they were looking for
Organic search results are typically displayed: a) On page 2 b) At the top of the SERP c) Below the paid ads d) Interspersed with paid ads
c) Below the paid ads
A single-purpose landing page: a) Is the same as a single-product landing page b) Is the least effective of the landing page types c) Directs visitors to one (and usually only one) possible action d) Provides as much information to visitors as possible
c) Directs visitors to one (and usually only one) possible action
When a shopper puts an item in their online shopping cart, Amazon recommends add-on products to: a) Increase traffic b) Increase the conversion rate c) Increase revenue d) Increase engagement
c) Increase revenue
NSAMCWADLP means that whenever you create an online marketing campaign, you should also create: a) A separate line in the accounting ledger to independently track revenues from the campaign b) A new analytics account to track the results of the campaign c) A new email broadcast to inform customers of the marketing campaign d) A dedicated landing page designed specifically for that campaign
d) A dedicated landing page designed specifically for that campaign
A banner ad for Netflix should lead people to what kind of landing page? a) A single-product landing page b) A multi-product landing page c) A lead generation landing page d) A subscription landing page
d) A subscription landing page
The benefit of keyword mapping is: a) To make sure the most appropriate webpage shows up on the SERP for every search phrase b) To organize SEO efforts across the many search phrases the website is targeting c) To prevent keyword cannibalization in a website's SEO efforts d) All of these are correct
d) All of these are correct
The primary conversion for a lead generation site is: a) A phone call from a website visitor b) A form fill on the website c) A referral to a friend d) Both a phone call from a website visitor AND a form fill on the website
d) Both a phone call from a website visitor AND a form fill on the website
The Mobile First design philosophy advocates for designing the mobile site first because: a) 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 b) Mobile web design is more visually appealing than desktop designs c) Mobile traffic has more volume than desktop traffic d) Both 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 AND mobile traffic has more volume than desktop traffic
d) Both 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 AND mobile traffic has more volume than desktop traffic
The most reliable way to measure advertising effectiveness is to: a) Stop advertising altogether b) Use Google's data-driven attribution tool c) Use linear attribution d) Conduct a carefully controlled experiment
d) Conduct a carefully controlled experiment
Which of the following is NOT a dynamic language? a) Java b) Perl c) PHP d) HTML
d) HTML
An analytics package records all of the following information from visitors EXCEPT: a) The timing of the visit/click b) Browser being used c) Location of the visitor d) Hard disk space of the computer
d) Hard disk space of the computer
Unpaid referral traffic is traffic that comes from: a) Banner ads b) Bots and web crawlers c) Links from other websites that are paid under the table d) Links from other websites that are not paid for
d) Links from other websites that are not paid for
A low conversion rate can be caused by all of the following EXCEPT: a) Poor web design b) Poor audience selection c) Technical glitches d) Overly responsive design
d) Overly responsive design
Which of the following is NOT an example of direct traffic? a) Someone taps the mobile application icon on his/her phone b) Someone clicks on a bookmark from his/her browser c) Someone types in the URL of a website into the browser address bar d) Someone types the name of a website into a search bar and clicks the first link on the search engine results page
d) Someone types the name of a website into a search bar and clicks the first link on the search engine results page
Which of the following is NOT a principle of Steve Krug's design for usability paradigm? a) Create effective visual hierarchies b) Break pages up into clearly defined areas c) Format content to support scanning d) Use complementary colors
d) Use complementary colors
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://jane.com/category5 b) https://maternity.jane.com/ c) https://jane.maternity.com/ d) https://jane.com/maternity
d) https://jane.com/maternity
_____ is a static, client-side programming language (as opposed to a dynamic, server-side language). A) HTML B) PHP C) Peri D) Java
A) HTML
A landing page is the first webpage a visitor to a site sees. A) True B) False
A) True
A website can gain valuable insights into the most desirable users by examining its KPIs by traffic source. A) True B) False
A) True
Because CTA buttons on a landing page are crucial for success, A/B tests should be run on the color, shape, and size of the button that brings the highest level of conversions. A) True B) False
A) True
Keyword stuffing is a black-hat SEO tactic and one that is not effective because search engines can easily recognize the practice and penalize a website. A) True B) False
A) True
On-site search engine optimization (SEO) is the practice of designing both the content and structure of a website so that it will rank well for keyword searches. A) True B) False
A) True
Web analytics actually tracks computers, not individuals. A) True B) False
A) True
If a company advertises a product category such as hunting supplies in a print ad or email, then it would be best to use a(n) _______ landing page. A) Long-copy B) Multi-product C) Lead-generation D) Single-product
B) Multi-product
For two computers to communicate via the Internet, they must first locate one another through A) The URL B) The IP address C) Cookies D) The server
B) the IP address
Amber's analytics tells her that last week her site had 3,000 sessions but only 2,500 users. what explains this discrepancy? A) The tracking code was not working on 500 users B) 500 users did not count because they did not enter the site from the homepage C) 500 users bounced after only one pageviews, so they did not count for a complete session D) Some users made multiple sessions
C) 500 users bounced after only one pageviews, so they did not count for a complete session
The base colors of a landing page should match the color scheme in the banner and text ads being used to promote the landing page. However, different colors can be used for the _____ on the landing page. A) Headline B) Title URL C) Call to action (CTA) D) Unique value proposition (UVP)
C) Call to action (CTA)
The first step in on-site search engine optimization is to determine the A) Keyword phrases that would be the best for a website to rank B) Relevance of keywords phrases C) Quality of keyword phrases D) Popularity of the current webpages
C) Quality of keyword phrases
Jessica is looking for camping supplies and sees a link to CamperWorld after she types in the search words "camping supplies" on Google. This is an example of A) Direct traffic B) Referral traffic C) Search traffic
C) Search traffic
Last-click attribution gives credit for a customer's action to A) All of the sources that can be tracked through web analytics B) Only sources that have been coded with web analytics C) The most recent source that brought the individual to the point of action D) The first source that can be tracked by web analytics
C) The most recent source that brought the individual to the point of action
Linear attribution gives credit for a website session to A) All online and offline customer touchpoints B) Only banner ads seen by the customer C) Only unique customer touchpoints D) All prior customer touchpoints that can be tracked in analytics
D) All prior customer touchpoints that can be tracked in analytics
Website analytics packages will allow a website to organize data in all of the following ways, except A) aggregate statistics for the website overall B) number of users from each country, state, and city C) paths people took within the website to visit various pages D) the GPS coordinates of the individuals when they accessed the website through their mobile phones
D) the GPS coordinates of the individuals when they accessed the website through their mobile phones
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) 8%; 25% b) 8%; 20% c) 20%; 25% d) 20%; 80%
a) 8%; 25%
The AIDA model states that the process of creating a customer follows these four steps: a) Awareness → Interest → Desire → Action b) Awareness → Intensity → Demonstration → Anticipation c) Anticipation → Interest → Determination → Activity d) Aspiration → Innovation → Desire → Activation
a) Awareness → Interest → Desire → Action
When conducting an A/B test to improve a web page's design, the measure that should be used to determine which page is better is usually (but not always): a) Conversion rate b) Time on site c) Number of clicks during the visit d) Traffic
a) Conversion rate
A company wishing to rank for local searches should first: a) Register and verify its business with Google's My Business b) Ask its customers for reviews on Yelp and other similar websites c) Begin advertising on Google's ad network d) Change its business name to include its more important keywords
a) Register and verify its business with Google's My Business
"Long tail keywords" are: a) Search terms with lower volume than "fat head keywords" b) Search terms that produce a low conversion rate c) Search terms done on mobile devices d) Search terms for niche product categories
a) Search terms with lower volume than "fat head keywords"
For a search engine, "relevance" refers to: a) The extent to which a web page's content matches the searcher's query b) Whether a website has been visited by the searcher before c) The traffic level of the website d) How many pages on the website link to one another
a) The extent to which a web page's content matches the searcher's query
The "upper fold" is: a) The portion of a web page that is visible without scrolling down b) Usually the same for mobile devices and desktop computers c) Another name for the navigation menu at the top of a web page d) The area on a retail site that shows the top sellers
a) The portion of a web page that is visible without scrolling down
. "Analysis paralysis" occurs when: a) The sheer volume of data overwhelms a manager and causes inaction b) A manager makes so many good inferences from the data that he/she makes too many changes c) An analyst goes on vacation without someone else replacing his/her job responsibilities d) An analytics package is improperly installed and thus data tracking stops
a) The sheer volume of data overwhelms a manager and causes inaction
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). Were these 2,000 sessions profitable? a) Yes b) No
a) Yes
Oli Gardner's principle of clarity has been violated if: a) A website visitor sees multiple calls to action on the same page b) A visitor has no idea where a link leads c) The website provides no reason to believe in the website's credibility d) A visitor converts but does not realize that he/she has completed the action
b) A visitor has no idea where a link leads
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 is hack-proof b) Transport layer security encrypts sensitive information c) The internet has developed an ethos of honesty and integrity d) Only computers with the correct IP address can receive information packets sent across the internet
b) Transport layer security encrypts sensitive information
In web design, which of the following is more important than a website's visual appeal? a) How many pages it has b) Whether it generates a high conversion rate c) How new the website is d) Whether the website uses HTML
b) Whether it generates a high conversion rate
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 #1 b) The keyword on which your site ranks #9 c) The keyword on which your site ranks #98 d) The keyword on which your site ranks #112
b) The keyword on which your site ranks #9
Even a highly relevant keyword may not be worth pursuing in your SEO if: a) The keyword is too long b) The keyword has no traffic c) The keyword is synonymous with other terms d) The keyword is often misspelled
b) The keyword has no traffic
.Which of the following is NOT an aspect of successful websites? a) Generate traffic b) Create captivating design c) Drive conversions d) Maximize revenue
b) Create captivating design
Channel analysis enables an analytics user to: a) Determine which ad copy produced the highest click-through rate b) Investigate which traffic source produced the best-quality traffic c) Conduct counterfactual analyses of the effect of increased marketing investments in any channel d) Find ways to shift paid traffic sources toward unpaid traffic sources
b) Investigate which traffic source produced the best-quality traffic
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 site bounce rate or the homepage's bounce rate? a) The site bounce rate b) The homepage's bounce rate
b) The homepage's bounce rate
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 benefit can result from this? a) The website will be better organized b) The images are more likely to show up on image searches that use "maternity" c) Other category pages in the website will be more likely to show up for searches that use the word "maternity" d) Individual product pages that sell maternity products will automatically be optimized for relevant searches
b) The images are more likely to show up on image searches that use "maternity"
