Digital Strategy Final Exam Mizzou
2. The three broad methods of display ad targeting on Google's display network are a) people, behavior, content b) people, demographics, ad style c) demographics, behavior, ad size d) audiences, demographics, content
d) audiences, demographics, content
4. A B2B services company is likely to use email marketing to a) drive immediate conversions b) pursue corporate recruiting c) broadcast messages to its employees d) engage in lead nurturing
d) engage in lead nurturing
9. 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 social media platform is exaggerating its own performance d) the indirect effect of social media is more dramatic than the direct effect
a) more loyal customers are more likely to follow the company on social media
6. Which of the following is NOT recommended to be shown in a search ad? a) reference to competitors b) keywords c) unique value proposition d) call to action
a) reference to competitors
6. "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"
10. An ad's location, bid strategy, daily budget, ad extensions, and more are all determined at what level within the AdWords account? a) the campaign level b) the ad group level c) the ad level d) the keyword level
a) the campaign level
9. 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-through rate b) the conversion rate c) the impression volume d) the ROAS
a) the click-through rate
7. Creating a post with a discount for a product is an example of providing a) utilitarian value b) entertainment value c) social value d) identity value
a) utilitarian value
2. 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
4. How many responses are optimal for negative reports on scam reporting websites? a) 0 b) 1 c) 2 d) 3 or more
b) 1
6. 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
3. 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
8. 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) editorial links b) manual links c) manufactured links d) nofollow links
b) manual links
5. 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
5. From question 4, what is the homepage's entrance rate? a) 20% b) 30% c) 40% d) 50%
c) 40%
1. What is the anchor text of this link: <a href="http://jane.com">Fashion deals</a>? a) <a href> b) "http://jane.com" c) Fashion deals d) </a>
c) Fashion deals
8. 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%
1. Which of the following is NOT an example of reputation management? a) A company hires a public relations firm to attract news stories about the company so that its homepage ranks better on search results b) A company hires a public relations firm to attract news stories about the company so that searches on the company's name will bring up links to the positive news stories instead of negative links c) A company uses Google Alerts to monitor web mentions of its company and its top executives d) A company uses its customer service team to respond to negative comments about the company online
a) A company hires a public relations firm to attract news stories about the company so that its homepage ranks better on search results
5. 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
6. A retail website that wants to track its conversion rate should set up what type of goal? a) Destination b) Duration c) Pages/screens per session d) Purchase
a) Destination
5. Why is receiving 100 links from 10 different websites better than receiving 100 links from the same website? a) Links from 10 websites mean a higher link diversity than links from one website 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) Search engines only register one link from any given domain, so they only count the 100 links from the same site as a single link.
a) Links from 10 websites mean a higher link diversity than links from one website
10. Which of following is a valid use of browser Bluetooth for a large retailer like Target or Walmart? a) Providing location-based information to shoppers b) Improving Wi-Fi signals in-store c) Making audio broadcast announcements in the store d) Automating checkout proceed
a) Providing location-based information to shoppers
4. Which of the following steps is NOT a part of the social media plan? a) Register the company on all social platforms b) Determine the objective c) Plan the content d) Measure success
a) Register the company on all social platforms
6. Which is NOT one of the three T's of negative publicity? a) Take down b) Timeliness c) Transparency d) Training
a) Take down
3. 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) The audience will be so small that the ads are not likely to generate a large volume 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) It is unethical to use income as a targeting method
a) The audience will be so small that the ads are not likely to generate a large volume
7. 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
3. 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) add the word "cheap" to its negative keyword list b) use only exact match in its keyword lists c) change any modified broad match keywords to broad match keywords d) change exact match keywords to phrase match keywords
a) add the word "cheap" to its negative keyword list
7. 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) conversion rate b) time on site c) number of clicks during the visit d) traffic
a) conversion rate
9. Return on Advertising Spend (ROAS) cannot be calculated within an AdWords account unless a) conversion tracking is set up properly in analytics (or Tag Manager) and connected to the AdWords account b) the advertiser spends a minimum of $250 per week on AdWords c) the advertiser has achieved at least 50 conversions within the past month d) the advertiser has a six month history of AdWords advertising
a) conversion tracking is set up properly in analytics (or Tag Manager) and connected to the AdWords account
7. To conduct an A/B test on ad copy, an advertiser merely has to a) create multiple ads in an ad group b) create multiple ad groups, each with a different ad c) create multiple ad campaigns, each with a different ad group d) create multiple accounts
a) create multiple ads in an ad group
7. Sending out press releases to entice news organizations to do a story about a company can result in links from these news organizations' websites. These links would be considered a) editorial links b) manual links c) manufactured links d) nofollow links
a) editorial links
7. 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) employ frequency caps b) periodically turn off remarketing campaigns c) show remarketing ads only to consumers who have visited the advertiser's website within the last 24 hours d) rethink their use of remarketing
a) employ frequency caps
3. Email marketing can be especially effective for a search engine like Kayak or Expedia because a) it typically has information about deals that might interest its customers b) search engines are not allowed to utilize other marketing channels c) search engines typically generate no other form of direct traffic d) people cannot put emails from search engines in a separate commercial folder within their email account
a) it typically has information about deals that might interest its customers
4. The purpose of hashtags is to a) make posts (tweets) searchable b) add humorous commentary to a post c) exceed the 280-character limit d) replace the need for images
a) make posts (tweets) searchable
1. 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) posts from Liked pages and actions from friends b) news articles and event notices c) Live video and pre-recorded video d) mobile application download suggestions and financial advice
a) posts from Liked pages and actions from friends
10. 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
1. All of the following activities are more difficult on a mobile device than on a desktop computer EXCEPT a) scrolling b) viewing information c) typing d) clicking
a) scrolling
8. Which of the following developments will make consumers more tolerant of notification-based advertising? a) Notifications will be controlled biometrically b) Ad targeting will improve so that only informative and welcome notifications will be sent c) Consumers will have their bank accounts connected to notifications so that they will be charged by the notification automatically d) Consumers will be unable to turn off notifications from any apps
b) Ad targeting will improve so that only informative and welcome notifications will be sent
7. A nonprofit organization has generated a following of people who have created websites about the organization. Most of these sites are positively-inclined toward the organization; only a few are negative. The organization begins to buy up some of these sites (mostly the positive sites) and redirecting these URLs to their own home URL. What is the downside of this strategy? a) Redirecting the URLs to the nonprofit organization's URL will weaken the organization's URL and prevent it from ranking well on search engines b) By redirecting the URLs, those URLs will no longer rank independently on search engines, moving other (potentially negative) sites up higher in the rankings c) Redirecting websites is never a good idea, because it creates extra copies of content that damage search engine rankings d) Search engines view redirects with suspicion, and having multiple redirects could generate a manual penalty from Google
b) By redirecting the URLs, those URLs will no longer rank independently on search engines, moving other (potentially negative) sites up higher in the rankings
8. Why is the engagement of social media followers more important than the number of followers? a) Seeing a company's posts cannot positively affect customers unless they also click the Like button. b) Most social media platforms do not show company content to followers who are not highly engaged. c) Having a large number of unengaged followers decreases SEO rankings. d) Having a large number of unengaged followers suppresses earned media.
b) Most social media platforms do not show company content to followers who are not highly engaged.
10. What led to a thriving ecosystem of influencers on Instagram? a) Instagram actively recruited influencers early on b) Paid advertisements came relatively late to Instagram c) Instagram was programmed to allow influencers to avoid FTC compliance d) Influencers contribute a fixed percentage of their earnings to Instagram
b) Paid advertisements came relatively late to Instagram
4. 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'.
2. 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 than the link in question 1? a) Instead of navigating the current window to jane.com, it will create a new window for jane.com. b) The link will not pass link authority to jane.com. c) The link will be used for an image rather than show anchor text. d) The link will show up as an 'unsecured' link.
b) The link will not pass link authority to jane.com.
4. 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
5. On Twitter, Partner Audiences allow advertisers to target potential customers based on behaviors that occur outside Twitter. How does Twitter get this information? a) The Twitter app hacks this information from other apps on the user's phone b) Twitter has partnered with third party data providers to access this information c) Twitter users voluntarily provide this information when they register with Twitter d) Twitter partners with governments to access this information from census data
b) Twitter has partnered with third party data providers to access this information
4. Two competing websites have the same number of links. Website A received all of its links between January 2016 and January 2017. Website B received its links from January 2016 to the present. Which website is likely to rank higher today for a search that is equally relevant to both sites? a) Website A, because it initially had a faster pace of link generation. b) Website B, because it has higher link freshness. c) They will be equally ranked, so Google will determine the higher-ranking site by random selection. d) 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).
b) Website B, because it has higher link freshness.
9. Content marketing differs from advertising in that a) it is illegal to pay for distribution of content marketing b) content marketing is meant to entice readership/viewership on its own merits c) advertising content requires more time and energy to create d) content marketing cannot contain calls to action
b) content marketing is meant to entice readership/viewership on its own merits
2. The primary advantage of a short email sign-up form is that a) only customers with serious interest are likely to sign up b) it attracts a higher volume of sign-ups than a longer form c) the company will have more information about customers to enable improved email content targeting d) marketing automation is only possible with short email forms
b) it attracts a higher volume of sign-ups than a longer form
4. Mobile users engage in more "snacking" than desktop users. This means that a) mobile users make smaller, more frequent purchases b) mobile users have shorter, more frequent usage sessions c) mobile users find restaurants more frequently from their phones d) mobile users spill crumbs on the phones more readily than on their desktop keyboards
b) mobile users have shorter, more frequent usage sessions
4. 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) branded keywords are especially expensive on search engines d) search advertisements generated almost no clicks
b) searchers clicked the organic listing when the advertised listing was not available
3. 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) monetizing this information b) summarizing average sentiment about the company c) responding to all social media statements with a form letter d) making excuses for negative statements
b) summarizing average sentiment about the company
4. 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
7. 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
1. In web design, what is more important than website's visual appeal is 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 HTML5
b) whether it generates a high conversion rate
5. The upper fold of a webpage 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?"
3. 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
9. 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 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
5. If I pay to advertise on Google's ad network and I notice a low conversion rate from mobile users despite having a mobile-optimized website, it is likely that a) mobile traffic is poorly qualified (e.g., consisting of many fat-finger clicks) b) mobile users prefer to convert a different way (e.g., purchasing in-store or on a different device) c) Both a and b d) Neither a nor b
c) Both a and b
3. On which of the following dimensions are mobile users equal to desktop users? a) Patience b) Length of internet usage sessions c) Effectiveness of video d) Importance of location
c) Effectiveness of video
5. In what way is the Final URL the most important part of a search ad? a) The final URL is bolded for users, so it most readily entices a click 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) As the longest part of the search ad, it takes up the most space
c) If the final URL is wrong, searchers cannot reach the website properly
8. Why should email marketers remove from their email list any consumers who have not opened an email for several months? a) Including these recipients drives down email metrics and makes the email marketer look bad b) Only recipients who have made a purchase within the last month have any chance of ever purchasing again c) Including these recipients puts the company at risk of being blocked by spam filters d) Large databases are difficult to manage, so a company should try to keep email lists as small as possible
c) Including these recipients puts the company at risk of being blocked by spam filters
9. Which platform has an advertisement type that is most similar to email marketing? a) Twitter b) Pinterest c) LinkedIn d) Snapchat
c) LinkedIn
7. An advertiser on Pinterest who wants to drive as much traffic as possible to his/her website should use what type of ad? a) Promoted pins b) Promoted video pins c) One-tap pins d) Promoted app pins
c) One-tap pins
5. Who is liable when false information is posted online? a) Google and any other search engine that links to the false information b) The company that maintains the website on which the false information is posted c) Practically nobody d) The web hosting company that maintains the website's servers
c) Practically nobody
2. The accelerated mobile project is trying to address what shortcoming of mobile devices? a) Difficult clicking b) Poor mobile web design c) Slow loading of webpages d) Immobility of desktop computers
c) Slow loading of webpages
3. 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 damage homepage rankings b) They will have no effect on homepage rankings c) They will improve homepage rankings d) They will improve homepage rankings on searches for red widgets but damage rankings on searches for yellow widgets
c) They will improve homepage rankings
2. 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
8. Which of the following is NOT a good example of a website to promote as an alternate result for a branded search? a) corporate blog b) social media profile c) a copy of the main website at a different URL d) product microsite
c) a copy of the main website at a different URL
6. A company sends out a broadcast email to its entire email list informing the list about Black Friday deals. At 6:00 pm 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. This second email is an example of a) a broadcast email b) a transactional email c) a triggered email d) an onboarding email
c) a triggered email
2. A company like Apple generates so much online commentary that it would be too labor-intensive to monitor it all. But Apple still wants to be on the lookout for negative press. It should therefore a) just look at ten randomly selected results from Google Alerts per day b) just examine Google Alerts once per month c) actively monitor crucial alerts like "Apple + fraud" and "Apple + scam" d) monitor blogs only and ignore news sites, discussion forums, etc.
c) actively monitor crucial alerts like "Apple + fraud" and "Apple + scam"
1. 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
10. 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) both a and b d) neither a nor b
c) both a and b
5. Email marketers can target different segments by a) sending emails only to specific segments of the email list b) changing portions of content for each segment within an email c) both a and b d) neither a nor b
c) both a and b
7. Targeting consumers based on their location is not as effective as targeting them based on their location and a) their past behavior b) timing c) both past behavior and timing d) neither past behavior nor timing
c) both past behavior and timing
10. 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
10. 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
6. Curated social media content refers to content that a) is created by a company for its own social media profiles b) is created by two or more companies in a partnership c) is collected from a variety of other content creators d) was first posted more than one year earlier and is being posted a second time
c) is collected from a variety of other content creators
5. Instagram can be a top social platform for generating first-time customers even though it has a huge downside in that a) images tend not to be engaging for potential customers b) corporate accounts on Instagram do not show up in users' main feed c) posts cannot include links to external content d) influencers often prevent adoption of products from major corporations
c) posts cannot include links to external content
6. Twitter consumption is fast-paced because of the short nature of tweets. Pinterest consumption is even faster-paced because a) the Pinterest feed automatically scrolls b) pins disappear after only five seconds on the screen c) the Pinterest feed shows multiple columns of images d) columns are organized by topic
c) the Pinterest feed shows multiple columns of images
8. Dynamic remarketing ads a) are universally more effective than other remarketing ads b) use dynamic animation c) use different ad content across targets d) are the best starting place for a digital marketer
c) use different ad content across targets
2. 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) +running shoes
5. 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 CPC bidding is preferred by the ad network d) Advertiser B because his/her bids are expected to earn the ad network more money
d) Advertiser B because his/her bids are expected to earn the ad network more money
9. 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 and b
d) Both a and b
8. Which type of YouTube ad lasts exactly 6 seconds? a) Overlay ads b) Skippable video ads c) Long, non-skippable video ads d) Bumper ads
d) Bumper ads
3. Which of the following is NOT a dynamic language? a) Java b) Perl c) PHP d) HTML
d) HTML
8. Which of the following is NOT used when calculating an ad's Quality Score? a) Expected CTR b) Ad relevance c) Landing page experience d) Organic search ranking
d) Organic search ranking
7. Which of the following is NOT an example of direct traffic? a) Someone clicks on a link from an email 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
6. The Mobile First design philosophy advocates for designing the mobile 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) a and c
d) a and c
8. NSAMCWADLP means that whenever you 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 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
6. An editorial link is a) a link created by a newspaper editor b) a link created by submitting one's own site to a directory or local business archive c) a link created in a quid pro quo agreement with another website owner d) a link created voluntarily by another website owner because he/she values the website's content
d) a link created voluntarily by another website owner because he/she values the website's content
9. 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
1. Posting on a company's social media profiles can improve company profit by a) facilitating purchases from first-time customers b) increasing loyalty of past and current customers c) improving SEO and thereby facilitating first-time customer purchases d) all of the above
d) all of the above
2. What advantage does a social network have over a display network for paid advertising? a) Social media networks typically have more intimate knowledge of their users' interests b) Ads on social media command more attention than banner ads on a display network c) Ads on social media provide a great number of engagement options d) all of the above
d) all of the above
8. 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 the above
d) all of the above
9. A commuter's evening routine is very rigid except for Friday evenings, when she often makes extra stops for shopping on the way home. Advertisers would most likely find success if they targeted her with advertisements a) during her morning commute b) at the end of her evening commute c) during the weekend d) at the beginning of her evening commute
d) at the beginning of her evening commute
10. 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
1. Advertisers on a display network can pay through each of the following methods EXCEPT a) CPM (cost per mille) b) CPC (cost per click) c) CPA (cost per acquisition) d) flat fee
d) flat fee
6. I do a search for "restaurants near me" and I see an ad for a local Thai restaurant only if I am within 400 meters of the restaurant's location. This location-based ad strategy is called a) temporal training b) locavore targeting c) hyper-targeting d) geo-fencing
d) geo-fencing
1. 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
3. 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
8. 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
9. 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
6. Good display ad copy does everything EXCEPT a) attract attention b) communicate a value proposition c) invite action d) pre-convert the consumer
d) pre-convert the consumer
10. 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) revamping the segmentation system b) automatically creating new content for emails c) creating new onboarding email copy d) targeting emails to the right users based on their ongoing behavior
d) targeting emails to the right users based on their ongoing behavior
10. A major advantage of creating content specifically with the goal of ranking well for a popular search phrase is that a) the content is not likely to have any competition b) earning high organic rankings typically happens instantaneously c) a high conversion rate is almost guaranteed from search engine traffic d) the content will have built-in distribution
d) the content will have built-in distribution
3. In general, the proper response to a negative review on an online review site is to a) ignore it b) explain how the company is not at fault c) send discounts or coupons in recompense for the failure d) understand the situation and take responsibility where appropriate
d) understand the situation and take responsibility where appropriate
3. On Facebook, custom audiences allows advertisers to a) create target audiences from the typical targeting methods and then save these audiences as a custom audience b) use demographics in combination with interests to customize their audience targeting c) customize the ad content to match each user's interests d) upload email addresses of current customers and target users with similar characteristics
d) upload email addresses of current customers and target users with similar characteristics
2. In the original EdgeRank formula, affinity score referred to a) users' tendency to watch videos or Like image posts b) users' frequency of logging in to Facebook c) users' liking of public versus private posts d) users' liking of the friend or page making the post
d) users' liking of the friend or page making the post
2. For a search engine, "relevance" refers to a) the extent to which a webpage'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 webpage's content matches the searcher's query
7. To determine the winner of an A/B test on a subject line, an email marketer should use a) the open rate b) the click-through rate c) the conversion rate d) the churn rate
a) the open rate
4. The "upper fold" is a) the portion of a webpage 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 webpage d) the area on a retail site that shows the top sellers
a) the portion of a webpage that is visible without scrolling down
2. "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
9. 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) nurturing leads from Company X c) generating leads from Company X d) qualifying leads from Company X
a) training the employees within Company X
4. An advertiser bids $10 CPM, achieves a 1% CTR and achieves a 5% conversion rate. What would an equivalent CPA bid be for this advertiser be? a) $10 b) $20 c) $100 d) $200
b) $20
1. Retail websites can most advisedly grow their email list by a) automatically putting all customers on the broadcast email list b) allowing customers to sign up for the email list during the checkout procedure c) putting an email sign-up pop-up advertisement on every page of the website d) 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
1. URL is an acronym for a) Uniform Resource Locator b) Unattached Requisition License c) Unified Research Link d) Utility Return Limit
a) uniform resource locator
1. Which of the following is NOT a match type for selecting search ad targets? a) exact match b) precise match c) phrase match d) broad match
b) precise match
10. When a consumer clicks on a display ad, the landing page should match the ad's a) value proposition b) color scheme c) imagery d) all of the above
d) all of the above
