Marketing Exam
You can use an Email Service Provider or ESP to manage your email campaigns. What features and capabilities does an ESP typically offer? Choose TWO of the following:
Automated emails Contact database management
The KPIs you track should reflect the business's goals and how they can be achieved. What KPIs are typically used to measure the success of paid search campaigns? Choose THREE of the following:
Awareness Brand searches Conversion traffic
Budget / Total conversions
CPA
Conversion rate optimization (CRO) is a technique frequently used in PPC campaigns and e-commerce to help increase the number of valuable user actions on websites and landing pages. What are good examples of the application of conversion rate optimization to a landing page? Choose TWO of the following:
Changing the color used for CTAs to improve color contrast Increasing the size of interactive buttons for mobile users
You can customize the layout of your YouTube channel to make it more engaging and to encourage viewers to watch your videos. What elements can you add to customize your YouTube channel? Choose TWO of the following:
Channel art Channel icon
You can create different kinds of video ads to run on YouTube and Google Ads. What actions should you take when creating a skippable in-stream ad for these platforms? Choose TWO of the following:
Choose a thumbnail Write ad copy
Marketers must comply with the various data protection regulations associated with web analytics. When using analytics tools, what actions can you take to help ensure you are in compliance with EU data protection legislation? Choose TWO of the following:
Have a clear policy on how the analytics data you collect is used and managed Get explicit consent from the consumer when collecting PII
You can use a number of different ad formats when advertising on YouTube. Which YouTube ad format can be up to six seconds long and can't be skipped? Choose ONE of the following:
Bumper
Page headers
Help readers and search engines understand the different sections of a web page
In Google Analytics, you can add multiple Views to your website's property. What is the purpose of a View in Google Analytics? Choose ONE of the following:
Helps to organize visitor data
Double opt-in
Higher quality addresses More accurate information Lower number of email addresses
Email deliverability is the measure of how many emails are delivered successfully to a recipient's inbox. Which factors affect the deliverability of an email? Choose TWO of the following:
Including too many images Using URL shorteners
There are six steps involved in Future-basing®. The final step is 'Generate buy-in'. Put the first five steps in order, beginning with the first step.
Stimulate imagination by 'reviewing the future' Create a frame for success Develop the vision Note the evidence from your feelings Map out how you got to this ideal future
Whether you are creating a responsive or non-responsive ad in Google Ads, the first three steps are the same. First, you select 'Display campaigns', then 'Ads & extensions'. What is the third step you should take?
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You need to follow a number of key steps to create a video advertising campaign in Google Ads. What is the first step you should follow? Click the correct area on the image shown.
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Demographics
Age, gender, parental status, income
Mobile banner
320 x 50
Google Analytics collects data about visitors to websites using cookies. Put the steps that enable Google Analytics to track a visitor's browser session into the correct order, beginning with the first step.
1. Google Analytics code is implemented on each web page 2. The tracking code is executed every time the page loads 3. A temporary or persistent cookie is dropped onto the user's browser 4. Session data is sent to Google and processed by the analytics tool 5.The cookie expires after the browser session finishes
On YouTube, you can set up a personal channel or a business channel, and you can have multiple channels on one account. Put the steps for creating a YouTube business channel in the correct order, beginning with the first step.
1. Sign in to YouTube 2. Click on your profile icon 3. Click create a channel 4. choose to create a brand channel 5. add your channel name and click create 6. fill in and confirm your channel details
You can create a simple website using a content management system like WordPress, Magento, or Shopify. Put the steps for building a basic website in order, beginning with the first step.
1.Choose a hosting provider, CMS, and domain name 2.Install CMS and website plugins 3.Format website plugins and design theme 4. Add website tracking and analytics 5.Add pages and content 6.test and launch 7.monitor for bugs as needed
Skyscraper
120 x 600
Wide skyscraper
160 x 600
Mid-Position Unit (MPU)
300 x 250
hero image
A large banner at the top of a web page that guides users toward clicking a CTA
Which of these behaviors characterize strategic thinking? Choose TWO of the following:
A marketer develops a Facebook campaign, but builds in contingencies for future changes to the platform A marketer looks at the big picture and ensures his social campaign integrates with the company's other strategies
AdRoll
A retargeting platform that targets ads across different platforms and devices
A social media platform with over 2 billion users that you can target with ads
The highest level and the access point for analytics
Account
A creative strategy dictates the look and feel of all your creative assets. What are the key elements to consider when establishing a creative strategy? Choose TWO of the following:
Activations Ideas
What techniques could you use to persuade your colleagues when making a proposal? Choose TWO of the following:
Actively listen to any concerns raised and try to address those concerns When someone asks a question, pause for a few seconds before answering
You can create and manage a display campaign in Google Ads. What setting in Google Ads can you apply to a display campaign to control the days and times your ads will be shown to your audience? Choose ONE of the following:
Ad scheduling
You need a realistic budget to successfully implement a digital marketing strategy. What are the key factors to consider when developing an effective budget plan for a digital strategy? Choose TWO of the following:
Ad spend allocation Objectives
Linking your YouTube channel to Google Ads allows you to serve your videos as ads on YouTube and across the Google Display Network. What are the benefits of linking a YouTube channel to a Google Ads account? Choose TWO of the following:
Add CTA overlays on videos Remarket to users who have viewed your videos
You can use the Events reports in Google Analytics to develop insights into how users are interacting with your website and content. What actions do you need to take before using the Events reports? Choose TWO of the following:
Add additional code to any website elements you want to track Configure the eventCategory and eventAction variables
Google Analytics can provide you with valuable data about the visitors to your website. What are the best practices for ensuring that you track data effectively using Google Analytics? Choose TWO of the following:
Add analytics tracking code to every page and across all relevant domains and websites Use Internal IP filtering with Views to avoid skewing data reports
How do you measure valuable click actions generated on a website using Google Ads? Choose ONE of the following:
Add conversion tracking
It's important to hold regular performance reviews when your team is implementing a digital strategy. What are the benefits of undertaking regular performance reviews? Choose TWO of the following:
Address underperforming content and tactics Identify performance levels and optimize
It's important to optimize your display and video campaigns to ensure you achieve your goals and objectives. What steps can you take to optimize your display and video campaigns? Choose TWO of the following:
Adjust ad scheduling Amend targeting
You have been asked to conduct a digital audit in preparation of your team's latest campaign. What are some of the key factors to assess? Choose TWO of the following:
Admin permissions and access details Social media and other channels
The Audience tab in Google Analytics contains a number of different reports on the visitors that come to your website. What types of insights can you develop on your website's visitors using the Audience reports? Choose TWO of the following:
Affinity categories and interests Language and location
The Acquisition tab in Google Analytics is one of the most important tabs for marketers running digital marketing campaigns. It contains a number of useful reports. What areas of the Acquisition reports menu would you explore if you wanted more insight on how your audience arrives at your website? Choose TWO of the following:
All Traffic Source/Medium
A graphic designer on your team is very excited as he explains his plans for a total redesign of the company website to you. You aren't convinced of the approach he is taking. How could you communicate effectively with him in this situation? Choose TWO of the following:
Anticipate the questions he may ask you, and prepare a set of responses in advance Ask him short but impactful questions about his designs
To use Google Analytics, you first need to install a piece of tracking code on your website. What are the main ways to install Google Analytics code on a website? Choose TWO of the following:
Ask a web developer to hard code it on every webpage Implement it using Google Tag Manager
Which statements best align with agile thinking principles relevant to marketers? Choose TWO of the following:
Assemble the project team on a daily basis to discuss progress Recognize that the best work emerges from self-organized teams
You can use the various Conversion reports in Google Analytics to find out if you are meeting, exceeding, or missing your KPIs. Which report highlights parts of the conversion process that can be improved on to enhance the user journey and increase conversion rates? Choose ONE of the following:
Attribution Modelling
You can generate a number of different reports in Google Analytics. Which report can help you make decisions about how to improve the content and overall user journey on a website to drive users more effectively towards a conversion? Choose ONE of the following:
Behavior Flow
Suppose a consumer planning a trip to the U.S. enters "New York hotels" into the search bar and is served a SERP in response. Where is the most attractive offer on the ad copy shown here?
Best Price Guarantee
There are many bidding options available on the Google Display Network. Which bidding approach allows you to increase or decrease the bid amount for a specific targeting method and can be set at the campaign level for time of day, specific days, location, and/or device? Choose ONE of the following:
Bid adjustment
You can use a number of different metrics to measure email campaign performance. Which performance metric measures the percentage of emails sent that couldn't be delivered? Choose ONE of the following:
Bounce rate
A campaign action plan can help you execute on all elements of your digital marketing strategy. What are the key components of a campaign action plan? Choose TWO of the following:
Briefing deadlines for creative Non-paid channel plan details
Traffic x CPC
Budget Required
PowerPoint
Communicate top level information Good for in person
As you develop a digital marketing strategy, competitor research - where you collect and review information about your competitors - is an important activity. What key areas should you assess when undertaking competitor research? Choose TWO of the following:
Comparison of channels Content assessment
You can use the buyer's journey to ensure you are sending emails to the right recipients at the right time. At what stages of the buyer's journey would you send a promotional email offering a discount on a first purchase to a potential new customer? Choose TWO of the following:
Consideration
Targeting allows you to place your ads in front of the right people and on the right websites. What type of targeting focuses on where you want video and display ads to be shown? Choose ONE of the following:
Content
In Google Ads, you can opt out of showing your ads alongside certain categories of content that may be unsuitable for your brand. What setting can be selected in Google Ads to ensure an ad appears on a site that is free, for example, from profanity and rough language? Choose ONE of the following:
Content exclusions
Web analytics involves the collection, measurement, and analysis of website data. What types of insights do web analytics tools provide for digital marketers? Choose TWO of the following:
Content performance Source of traffic
Audience research involves developing specific insights into your target audience. One way of doing this is by creating audience personas. What key factors do you need to document when creating an audience persona? Choose TWO of the following:
Content preferences Age
You're almost finished creating a video advertising campaign in Google Ads. What is the final step you should take? Click the correct area on the image shown.
Continue
When analyzing video campaign performance in Google Ads, you can use a number of predefined column sets to help you generate your reports. Which predefined column set should you select to view data on how many people were shown an ad and then bought at a later stage? Click the correct area on the image shown.
Conversions
vCPM
Cost per thousand impressions for a "viewable" keyword or ad
You can create an online presence for your company or brand without even having a website. What are some effective ways of creating an online presence? Choose TWO of the following:
Create a social media profile. Get listed on Google Maps.
It takes time and money to develop creative assets for your campaigns. What tactics can you use to help maximize your creative output across social media platforms? Choose TWO of the following:
Creating assets that can be converted easily to suit other platforms Taking existing visual assets and editing to suit social formats
You can apply various themes when crafting a subject line for your email, to make it more enticing to recipients. What theme has been applied to this subject line? 'Want to know how to create amazing social ads?' Choose ONE of the following:
Curiosity
You are setting up a Google Analytics account to report on PPC and display campaigns. What setting needs to be configured when reviewing data from Google Ads and Google Search Console? Choose ONE of the following:
Data sharing
Retention (web)
Deliver a good online experience to encourage past visitors to return
Segmentation involves grouping similar users together and sending each group relevant content. What are examples of typical categories you can use to segment a list of email subscribers? Choose TWO of the following:
Demographics Purchase history
Media plan
Details all paid media channels, including cost line items for each
Digital Media
Digital channels that deliver messages to an audience Medium through which digital messages are delivered
When advertising on the Google Display Network (GDN), there are different campaign types available to advertisers. What campaign type matches your banner ads to websites that include content related to your business or to your customers' interests? Choose ONE of the following:
Display Network Only
It's important that the videos you upload to your YouTube channel follow best practices, and are effective and engaging. Which questions should you ask yourself before uploading any video to your channel? Choose TWO of the following:
Does the video connect with the viewer through emotion and storytelling? Does the video attract attention from the start?
Keywords, ad copy, and landing pages are the critical components in a paid search campaign. What key actions are required to align any PPC campaign effectively to a consumer's needs? Choose THREE of the following
Drive the consumer to the product landing page to resolve their need Create effective ad copy positioning the product as the best solution Anticipate what the consumer is seeking by choosing the right keywords
Display and video advertising are awareness-generating digital channels. What are the key benefits of using display and video advertising in your marketing strategy? Choose TWO of the following:
Drives frequency of exposure Increases brand reach
Remarketing can be a valuable component of a display and video advertising campaign. Which remarketing option in Google Ads enables you to show ads for specific products or services to people who have previously viewed these items on your website? Choose ONE of the following:
Dynamic remarketing
Google Analytics is the most commonly used analytics tool. What are the benefits of using the standard version of Google Analytics? Choose TWO of the following:
Easy to implement and install Free of charge
You have clicked the 'Upload' icon at the top of your YouTube page, set your privacy settings to public, and selected a video from your computer to upload. What is the next step to successfully upload your video to YouTube? Choose ONE of the following:
Edit basic information
Your client is an established eCommerce retail brand. Your media strategy is to spend 60% of your budget on driving sales and 5% on re-engaging existing customers from your database. What channels would you recommend to achieve this objective? Choose TWO of the following:
Email Paid search
Spam traps
Email addresses that don't bounce and are monitored by ISPs and blacklists
Bounces
Email fails to deliver to a recipient's mailbox
There are four default goal templates to choose from when setting up goals in Google Analytics. What goal template should you use to track video plays or content sharing on your site? Choose ONE of the following:
Engagement
You can use different reports in YouTube Analytics to analyze the performance of your video content. Which report in YouTube Analytics provides information on your subscribers and the performance of your annotations? Choose ONE of the following:
Engagement
Your email copy needs to grab readers' attention from the start and maintain their interest. What best practices should you follow to write effective email copy? Choose TWO of the following:
Ensure the email is easy to scan. Keep sentences simple and strong.
How can you be persuasive when interacting with others? Choose TWO of the following:
Ensure your body language and facial expressions match your message Be assertive from the outset
You are setting up a funnel for a Destination goal in Google Analytics. What area of the screen should you navigate to first? Click the correct area on the image shown.
Funnel on/off
Google Analytics contains a number of key features that marketers should be familiar with. What feature in Google Analytics enables you to enhance reporting accuracy by classifying and segmenting visitors, and removing unwanted traffic? Choose ONE of the following:
Filters
You want to roll out a new time-management system to your marketing team. However, your proposal is being greeted with skepticism and, in some cases, outright hostility. What techniques could you use to overcome objections to your proposal? Choose TWO of the following:
Find common ground with your team members by explaining how everyone will benefit from the new system Pre-handle objections to the new system by assuring people that it will not increase their workload
Linking a Google Ads to Google Analytics is often advantageous for search marketers. What are the key benefits from linking a Google Ads account to Google Analytics? Choose THREE of the following:
Gain deeper insight into how paid search performs against other channels Measure ROAS for e-commerce clients Access post click website engagement metrics
In Google Analytics, you can use a specific report to analyze the impact your display campaign has on your website. This report helps you understand the extent to which users engage with your site after they click your ads, and how they convert. What is the name of this report? Choose ONE of the following:
Google Ads Display Targeting Report
It's important to regularly evaluate your website, to ensure it is meeting your goals and objectives.Which tools can you use to monitor and report on your site's performance? Choose TWO of the following:
Google Analytics Hotjar Heatmaps
You can use a number of different analytics tools to measure a website's performance. What tools can be used to collect and analyze data on a social media campaign? Choose TWO of the following:
Google Analytics Woopra
You can link Google Analytics to other marketing tools to gain additional insights. Which tool, when linked to Google Analytics, provides insight into how SEO traffic impacts website behavior? Choose ONE of the following:
Google Search Console
When you integrate Google Ads with Google Analytics, you can uncover valuable information about your paid search activities. What insights can you develop using the Google Ads report in Google Analytics? Choose TWO of the following:
Identify high-performing times of day Find information on click costs
Social listening is a great way of finding out what your customers and prospects are saying about your brand or business on social channels. Put the actions for conducting a social listening study into the correct order, beginning with the first action.
Identify keywords Use social search Check for additional keywords Identify trends Establish insight
Google Ads Editor is a key tool for optimizing paid search campaigns. What is the key benefit of using Google Ads Editor? Choose ONE of the following:
Implementing bulk changes to Google Ads accounts in a short time period
Marketers can gain a number of benefits by linking a Google Analytics account to other Google marketing tools. What are some of those benefits? Choose TWO of the following:
Increases the amount of data available Allows you assess the value of channels in more detail
You want to use a display and video campaign to differentiate yourself from other businesses selling similar products. Which campaign objective should you focus on to educate your customers about your product and to show them your unique selling points? Choose ONE of the following:
Influence consideration
You would like to use the Intelligence Events feature in Google Analytics to alert you to traffic spikes on your website. What part of the screen should you navigate to first? Click the correct area on the image shown.
Insights
UX
Is concerned with a person's feelings, perceptions, and responses Focuses on the experience you have on a site Aims to ensures a website has a usable, functional structure
UI
Is concerned with website elements like links, forms, and navigation Is the medium through which you interact with a site Is concerned with how content is laid out and the overall website design
What are the benefits to marketers of using the 'test and learn' approach? Choose TWO of the following:
It can lead to a higher return on investment It can improve marketers' creative instincts
Offline marketing activities, like TV appearances and newspaper articles, can have an immediate impact on your website and should be tracked. How can Google Analytics help to develop insight on the value of offline marketing activities? Choose TWO of the following:
It enables you to analyze traffic spikes in real-time and in reports It helps you to understand the ROI of awareness-generating activities
What are the characteristics of an emergent strategy? Choose TWO of the following:
It evolves naturally through consistent actions over time It develops as unexpected issues occur and you address them
Why is it important to think strategically? Choose TWO of the following:
It helps you view, weigh up, and create the future you desire It helps you make good decisions
What are the benefits of agile thinking to a marketer? Choose TWO of the following:
It increases team efficiency It delivers a higher return on investment at lower cost
Every digital plan should have an overarching strategy. What is the purpose of an overarching strategy when developing a digital plan? Choose ONE of the following:
It is a simple statement of what you will do and what the objectives are
What are the benefits of strategic thinking for a marketer? Choose TWO of the following:
It leads to greater operational efficiency It creates a better sense of direction for campaigns
You can apply different types of content targeting in your display and video campaigns. Which content targeting type allows you to target your audience specifically through the content they are reading and the search terms they enter on YouTube? Choose ONE of the following:
Keyword
Affinity audiences
Lifestyle and interest profiles
In-market audiences
Likely to make a purchase soon
The primary goal of conversion rate optimization or CRO is to drive more sales, leads, and conversions on websites by using a number of specific onsite tactics. Which onsite tactics can marketers use to improve conversion rates? Choose TWO of the following:
Live chat CTAs that are easy to understand
You can use video ads to reach and engage your audience on YouTube and across the Google Display Network. What basic settings should you apply to a Google Ads video campaign? Choose TWO of the following:
Location targeting Max CPV
List segmentation contributes to the growth and management of a contact database by keeping information about contacts up to date and accurate. What are the benefits for email marketers of combining list segmentation and contact management efforts? Choose TWO of the following:
Lower complaints Higher open rates
Conversion(web)
Make it simple for users to take actions like completing a purchase or filling in a contact form
Conversion rate
average number of conversions per ad click, shown as a percentage
Which examples best illustrate marketers using the 'test and learn' approach when developing campaigns? Choose TWO of the following:
Marketers continually collect and analyze real-time data about a campaign from a CRM system Marketers adjust a campaign on the fly, based on real-time data
You can use different buying mechanisms for display and video advertising. Which buying mechanism is priced on a cost-per-day basis and is typically used by larger advertisers because it incurs high costs? Choose ONE of the following:
Masthead
Paid advertising is a great way to drive traffic to your website and increase sales. What can be used to help determine how paid advertising is implemented over a specific period of time? Choose ONE of the following:
Media plan
An effective digital strategy contains a number of core components. Which core component of a digital strategy provides guidance on formats, timings, and platform spends? Choose ONE of the following:
Media strategy
What are the benefits of using pay-per-click advertising? Choose TWO of the following:
Metrics are easily measured Results are low cost
Similar audiences
Mirror audiences based on your remarketing list
Marketing automation uses software to automate repetitive tasks, such as sending out confirmation or thank-you emails. What are the benefits of using marketing-automation tools? Choose TWO of the following:
More time for other marketing projects Better results from more frequent testing
Before calculating the overall budget required for a paid search campaign, you first need to estimate the number of clicks the campaign should generate. How do you do this? Choose ONE of the following:
Multiply Impressions x CTR
PPC and SEO
Number of Sales CPA Conversion Rate
Views
Number of full views of your video ad
You can use some advanced Google Ads features to optimize your display and video campaigns. Which optional feature in Google Ads enables advertisers to get reports on targeting criteria without restricting the reach of an ad group? Choose ONE of the following:
Observations
An effective digital marketing strategy is based on sound research. What research activities can help develop insights to guide your strategic direction? Choose TWO of the following:
Observing how people talk about your brand, category, or industry on social media Utilizing your existing data on existing channels to make decisions
Digital Marketing
Online activities that engage with online customers Online creative formats and messaging that deliver on commercial objectives
In analytics, a goal can be defined as the number of times or the rate at which users take a desired action on your site, such as making a purchase or downloading a file. Why is it important to set up and measure goals for any digital marketing campaign? Choose TWO of the following:
Provides insight into which content is working well on a site Helps determine if a campaign is commercially successful
To ensure your marketing emails are delivered successfully, you should review various key elements before deploying your campaign. Which elements should you review before sending a marketing email? Choose TWO of the following:
Optimum time of day Sender name
Improving quality score is the most cost-effective way to improve the ranking of a page for a given search term. What factors help determine how Google ranks a landing page for quality score? Choose THREE of the following:
Page speed Ad relevance to keywords Device optimization
The concepts of paid and organic search are fundamental to understanding pay-per-click, or PPC, advertising. What are some key differences between paid and organic search results on a search engine results page (SERP)? Choose TWO of the following
Paid ads contain an "Ad" icon in the copy Paid ads are shown at the top of the screen
You are monitoring the success of your display campaign using Google Ads and want to customize the available metrics using the 'Modify columns' feature. What column metric group do you need to modify to add Impressions, Clicks, and Cost to your campaign report? Choose ONE of the following:
Performance
A content strategy is a guide to how you create content that appeals to your audience. What key areas should you focus your attention on when planning a content strategy? Choose ONE of the following:
Platform, Timing, Tone, Narrative
You have set up your display campaign in Google Ads and want to create a responsive ad. What guidelines should you follow when creating responsive ads? Choose TWO of the following:
Preview multiple ad placements Include a call-to-action (CTA)
The level at which the tracking code is generated
Property
Managing how much you pay for a click in a Google Ads bid auction is critical to optimizing a PPC campaign. What key factors help determine how much you pay for a click in Google Ads? Choose THREE of the following:
Quality score of your landing page Estimated CTR of your landing page Quality score and max CPC bid of competitors
CTR
Rate of how many people click on an ad after seeing it
Social and Display
Reach Frequency Assisted Conversions
Spam Complaints
Recipient clicks the 'Spam' or 'Junk' button on your email
You can use various metrics to track the effectiveness of your campaigns across all channels. What metrics are typically used to measure the level of success for digital marketing activities? Choose TWO of the following:
Revenue per lead Average sale cost
Without careful monitoring and adjustment, your email campaigns may lead to a number of undesirable actions, like email bounces and unsubscribes. What steps can you take to minimize the number of bounces and unsubscribes that result from your email campaigns? Choose TWO of the following:
Review dips in click rates. Manage lists with a preference center.
You want to A/B test a call-to-action on your website. What best practices should you follow to do this? Choose TWO of the following:
Split your sample groups equally and randomly Set a time limit for the test
It's important to craft effective emails that recipients will want to open and read. What are some of the key components you should focus on when writing and designing emails? Choose TWO of the following:
Sender name Subject line
You have been asked by senior management to demonstrate that customer engagement offers value to your business. Which metrics can be used to measure customer engagement? Choose TWO of the following:
Sentiment Awareness
Google Display Network
Serves video and display ads to over 2 million sites
You want to monitor and optimize the effectiveness of your eCommerce website. What best practices should you follow to do this? Choose TWO of the following:
Set up regular reporting using a website analytics tool Test frequently to ensure your website is accessible from a variety of different devices
When it comes to the design, construction, maintenance, and optimization of websites, marketers are involved in many different tasks. What are some of these tasks? Choose TWO of the following:
Setting branding guidelines Ensuring all website analytics and tracking tools are set up correctly
You would like to optimize the email shown for mobile and keep the flow of mobile all the way to the landing page. Which area of the email should you focus on to do this? Click the correct area in the image shown.
Shop the guide
A user has submitted their email on a form on your website and they are instantly on your email list. What type of opt-in permission is this? Choose one of the following:
Single opt-in
You are designing a new website for your sportswear business. You expect to generate most of your revenue through eCommerce and online sales. Which principles of web design should you follow to ensure your site is fully optimized? Choose TWO of the following:
Site is easy to navigate Site is device-friendly
Single Opt-In
Smoother user experience Less accurate information Higher number of email addresses
To increase sales, it's important to capture the email addresses of leads and prospective customers, and target them with relevant emails. What sources should you explore to collect additional information about new leads and potential customers? Choose TWO of the following:
Social media channels Sales and customer service reps
Sending volumes
Spikes in email sending volumes trigger spam filters
Word
Supporting documentation technical
Accountability should be built into every digital team. What are the advantages of assigning clear responsibilities to your team members? Choose TWO of the following:
Team members know exactly how to achieve their KPIs Team members are more likely to meet their daily goals
You are about to launch a new email campaign but before you do, you want to test how different colors on the CTA button will perform. What are the A/B testing practices you should follow? Choose TWO of the following:
Test early and often. Create only two variations of the element you are testing.
When creating a digital marketing strategy, you can use a research map to document and map your research ideas. When creating a research map, what should you first identify in order to successfully derive research insights? Choose ONE of the following:
The audience and challenge you are facing
Impression Share
The number of impressions received divided by the estimated number of impressions that were available
Event tracking is a useful feature in Google Analytics that helps you collect data about interactions with your content. What types of actions can you track and monitor using the Events reports when they are set up in Google Analytics? Choose TWO of the following:
The number of times a brochure is downloaded The number of times a video Play button is clicked
CAN-SPAM
This act covers commercial email messaging in the United States and requires marketers to clearly identify themselves
CASL
This is a Canadian anti-spam law that applies to all electronic messages that organizations send in connection with a commercial activity
GDPR (General Data Protection Regulation)
This regulation requires businesses to protect the personal data and privacy of European Union citizens
You need to ensure you have the resources you need to implement your digital strategy. What are the core elements in a resource map developed to support a digital strategy? Choose TWO of the following:
Timelines Budget
Website users can follow many different paths to purchase. In Google Analytics, which report type within the Multi-Channel Funnels report should you use if you wish to develop granular insight into the most frequent customer journeys that purchasers make on your website? Choose ONE of the following:
Top Conversion Paths
Cost Per Acquisition
Total cost of PPC media spend to generate a sale or conversion
Cost Per Conversion
Total cost of generating traffic / total number of conversions
Goal / Conversion rate
Traffic Required
You can use the various tools available in YouTube Studio to manage and improve your YouTube content. How can you use YouTube Studio to enhance your videos? Choose TWO of the following:
Trim the start and end of videos Cut out sections from the middle of a video
A digital strategy provides a framework that enables you to deliver on digital marketing objectives. What are the key outputs required in the early stages of your digital strategy? Choose TWO of the following:
Understanding of available resources Review of current activity and future expectations
Influence consideration
Use audience targeting to educate your customers on your product
It's important to think clearly and rationally about your research findings. What should you do to ensure that all research used is strong and contains trustworthy data? Choose TWO of the following:
Use data with large sample sizes Check that reputable sources are cited
To maximize the effectiveness of your email marketing campaigns, look for opportunities to optimize your emails. How can you optimize your email click-through rates? Choose TWO of the following:
Use explicit CTAs Offer deals for a limited time
Your life-coaching website targets an older audience who wish to change careers in middle age or later life. What design methods can you use to improve the user experience on your site? Choose TWO of the following:
Use larger font sizes and bigger headers in your web content Ensure your phone number and address are clearly visible, in case people want to interact with you offline
It's a good idea to include a mix of text and images in your marketing emails. What best practice should you follow when including images in an email? Choose ONE of the following:
Use pixel-tracking images.
You want to persuade senior management to increase the budget for your social media marketing campaign. What techniques could you use to maximize the impact of your proposal? Choose TWO of the following:
Use repetition to emphasize why the project needs a higher budget Note the sensory phrases that senior management use and copy them
Interest (web)
Use your website to drive curiosity about why your company or product is the right choice for the visitor
Consideration (web)
Use your website to drive deeper education of your product or brand benefits
Awareness (web)
Use your website to introduce the values of your organization and some top-line benefits of your product or service
Media brief
Uses audience data, motivations, media budget, content, and creative formats to inform media choices
Programmatic
Uses audience profiles and aggregates video advertising inventory from a variety of sources
Creative brief
Uses product, audience, and competitor insights to inspire campaign ideas to deliver on your objectives
The level at which you can segment your data
View
Which are examples of the MVP concept being applied to digital marketing campaigns? Choose TWO of the following:
You post a 'factoid' to Twitter to gauge reaction before commissioning a video shoot You strip back a marketing idea for your clothing range to its most essential constituent parts
Action (email)
What did your contacts do?
Timing (Email)
When should the response function happen?
Decision (Email)
Where did your contacts go?
Web form
Where visitors enter their name and contact details in return for access to content
Body copy
Words that are written on a web page that offer details about your product or service
You are responsible for creating a new email campaign and have just completed the work to define the campaign requirements. What is the next step in the email campaign creation process? Choose ONE of the following:
Write the email copy.
Conversion
action that someone takes on a website that is deemed valuable
Cost Per Impression
cost for serving a batch of 1,000 impressions
CPV
cost of showing your full video ad from start to finish
Impressions (video)
number of times your video ad is shown to an audience
Conversion Rate
percentage of clicks that turned into conversions
Click Through Rate
percentage of impressions that lead to a click
View rate
percentage of people who saw your video ad and then watched it all
Build awareness
serve ad impressions and increase your brand's reach and frequency
It's vital to preview and test your emails before launch, so you can resolve any potential issues before they reach the recipient. What area in the email shown should you test to ensure the unsubscribe link works? Click the correct area on the image shown.
unsubscribe
Drive action
use remarketing to encourage your customers to compete a desired CTA
