Q&A for Digital Marketing Course.
What’s
the biggest challenge for most businesses when going online?
● Planning a
budget
● Developing a plan
● Optimising a
website
●
Defining a customer base
Answer
●
Developing a plan
Web
analytics can tell you many things about your online performance, but what can
analytics tools not tell you?
● What your
customers are doing on your website
● Where your
customers have come from before visiting your website
● Where your customers go after leaving your website
●
What your customers are looking for on your
website
Answer
●
Where your customers go after leaving your
website
Website
hosting servers have their own unique IP address, what does this address
consist of?
● Numbers and
letters
● Numbers
● Letters
●
Letters and symbols
Answer
●
Numbers
When
defining a strategy for your business, how can competitor analysis help you
establish a USP (or Unique Selling Point)?
● It can enable
you to offer discounts that compete directly with your competitors’ pricing
● It can identify how your offering is different in
comparison to your competitors
● It can give you
deeper insight into the market and their approach
●
It can reveal which additional regions you
could be operating in so that you can grow your business
Answer
●
It can identify how your offering is different
in comparison to your competitors
You
notice that when people see images of your products online, you have an
increase in conversions or sales. Which customer touchpoint could you use to
take advantage of this insight?
● Shopping bags
● Blog content
● YouTube
●
Social media
Answer
●
Social media
How
can businesses benefit from using analytics on their website?
● It will show you where your audience comes from
● It will list
which pages your audience does not like
● It will show
where your customers go after they’ve left your site
●
It will show you why your audience visit your
site
Answer
●
It will show you where your audience comes from
Websites
are hosted on a server and each of these servers has its own unique IP address.
What does the ‘IP’ stand for?
● Internet
Position
● Internet
Placement
● Internet
Privatisation
●
Internet Protocol
Answer
●
Internet Protocol
When
designing content as part of your content marketing strategy, what does the
‘Think’ stage represent in the ‘See, Think, Do, Care’ framework?
● The consideration phase, when customers start to
research potential products to buy
● The finance
stage, when customers think about their budgets
● The action
stage, the moment when customers commit and purchase your product
●
The sharing stage, when customers share images
and feedback on your products
Answer
●
The consideration phase, when customers start
to research potential products to buy
Which
are the first steps you should consider when constructing an online business
strategy?
● Understand the
target audience
● Change your
mission statement to match the goals
● Create goals and identify a USP
●
Define and segment your audiences
Answer
●
Create goals and identify a USP
Where
does the domain name of a website primarily sit?
● In the URL
● In the coding
of your header image
● In your
navigation menu
●
In your logo’s hyperlink
Answer
●
In the URL
When
planning your website, what is one of the key things you should consider?
● The order your
products will appear on the site
● What you want your customers to do on the site
● How customers
will interact with the site
●
What your customers want to see on the site
Answer
●
What you want your customers to do on the site
When
considering whether to have a web presence for your business, which of the
following is not a major factor?
● Technology
● Cost
● Scope
●
How long you’ve
been in business
Answer
●
How long you’ve been in business
When
you’re building a business website, what purpose does a server have?
● It manages your
website
● It hosts your website
● It promotes
your website
●
It secures your website
Answer
●
It hosts your website
When
looking to advertise a new business online, what is one of the major benefits
of display ads?
● They are seen
by everyone
● They have
higher click-through rate
● They can come in many different formats
●
They don’t cost too much to set up
Answer
●
They can come in many different formats
Imagine
a customer has downloaded an app made by their local hardware store. How could
that business connect with their audience through the app?
● Call the
customer when there is an offer they’d enjoy
● See where their
customers are and monitor their shopping behaviors
● Send them offers when they enter a certain
geographical area
●
Add items to their in-app basket that you think
they’d like
Answer
●
Send them offers when they enter a certain
geographical area
What
is the term we use to describe how search engines categorise each piece of
content?
● Listing
● Crawling
● Indexing
●
Ranking
Answer
●
Indexing
When
using a search engine, what is the name of a word or phrase somebody types to
find something online?
● Search phrase
● Search term
● Search query
●
Search word
Answer
●
Search query
When
looking to optimise the performance of a website to improve its search engine
ranking, using ‘long tail keyword terms’ in your SEO plan often allows you to…
● Outrank lots of
larger, more established companies
● Find more opportunities
● See more
traffic than short tail keywords
●
Perform better on social media
Answer
●
Find more opportunities
Gaining
backlinks to your website is a great way to improve the SEO performance. What
best practice will encourage people to link back to your site?
● Pay people to
link back to your site
● Write some great content they will find useful
● Ensure your
staff link back to your site
●
Link to them first, regardless of whether they
have anything interesting on their site
Answer
●
Write some great content they will find useful
There
are many ways you can improve the performance of a website from an SEO
perspective. When it comes to link building which of the following statements
is accurate?
● The quantity of links is important, not the quality
● The quality of
links is important, not the quantity
● Links hidden
within code on sites improves your SEO performance
●
Links hidden within images on sites improves
your SEO performance
Answer
●
The quality of links is important, not the
quantity
Which
of the following will be achieved by including an offer in a Search Engine
Marketing (SEM) ad?
● It will help the ad stand out and encourage people
to click it
● It will
guarantee the ad appears at the top of the search results
● It will
increase the amount of users across your entire website
●
It can increase the quality score of your ad
Answer
●
It will help the ad stand out and encourage
people to click it
Fill
the blank: When managing SEM campaigns, the best way to optimise your quality
score is to improve the _ of your
keywords, adverts, and landing pages.
● Relevance
● Conversion
● Clicks
●
Importance
Answer
●
Relevance
When
fine-tuning paid search ads, you change a broad-match keyword to a phrase-match
keyword using which symbol?
● Quotation marks
● Apostrophes
● Italics
●
Square brackets
Answer
●
Quotation marks
When
running a search engine marketing campaign, what goal do you expect to achieve
by having conversion tracking on your site?
● To see personal
data about the person who bought from you
● To understand what is working and what is not
● To increase
your budget to get more traffic
●
To advertise internationally more easily
Answer
●
To understand what is working and what is not
Search
engines see the content on a website as written code, how can you help search
engines identify the images on your website?
● Place them well
within your text
● Make them
eye-catching
● Put branding on
them
●
Give them
descriptive names
Answer
●
Give them descriptive names
When
looking to increase the presence of a website, putting together your search
engine optimisation plan will help you plan your steps. Which activity would be
first on the list?
● Choosing what
images to put on your website
● Reserving all
the social profiles that you will be using for the business
● Finding people
who will link back to your website
●
Keyword Research
Answer
●
Keyword Research
When
optimising a website for search, what impact do meta and title tags have on the
search engine?
● They are hidden
messages that have no bearing on search engines
● They are the
on-page content that appears on your homepage, telling search engines what you
do
● They are
automatically generated and help websites rank within search engines
●
They are embedded messages
that help the search engine determine what’s on the page
Answer
●
They are embedded messages that help the search
engine determine what’s on the page
When
advertising on search engines, if you bid the same as your competitor, having a
higher quality score will mean you appear where in comparison?
● Alongside them
● Below them
● On the next
page after them
●
Above them
Answer
●
Above them
When
advertising using Search Engine Marketing (SEM), you only pay…
● When your ad
appears within the search results
● When a
conversion happens on your website
● When your ad is clicked by someone
●
When someone stays on your website for more
than 2 minutes
Answer
●
When your ad is clicked by someone
What
can you achieve if you divide your search engine marketing account into
relevant campaigns and ad groups?
● Drive more
traffic to your website
● Target more
people in different areas of the world
● Ensure people see relevant ads that relate to their
search query
●
Stop using negative keywords
Answer
●
Ensure people see relevant ads that relate to
their search query
What
is the most important thing to consider when optimising a search engine
marketing campaign?
● Increasing the
bid for the keywords you are targeting
● Increasing the relevance of the keywords, ads, and
landing page
● Adding lots of
keywords to the campaign to get more traffic
●
Continually changing the ad copy
Answer
●
Increasing the relevance of the keywords, ads,
and landing page
What’s
the first step in the search engine optimisation process for your website?
● Off-site
optimisation
● Keyword research
● Writing fresh
content
●
Setting an ad budget
Answer
●
Keyword research
When
ranking websites on search engine results pages, which element of a website do
search engines value the most?
● How long the
content on the page is
● If you mention
keywords over 50 times in a short piece of content
● Unique, engaging, relevant content
●
Where you are in the world when adding content
to your site
Answer
●
Unique, engaging, relevant content
A
lot of factors can affect how well a website will rank on search engines. What
role does metadata have in this process?
● Helps your
website stand out from the competition
● Allows you to
input lots of keywords so that you appear for all of them
● Provides search engines with more consistent and
clear information about what’s on the website
●
Allows you to place sales promotion offers
within the search results
Answer
●
Provides search engines with more consistent
and clear information about what’s on the website
Which
of the following is a benefit of Search Engine Marketing (SEM)?
● Reach out to potential customers actively looking
for your product or service
● Create
different types of ad formats to show to potential customers
● Target people
based on their interests and habits
●
SEM is a lot cheaper than any other advertising
medium
Answer
●
Reach out to potential customers actively
looking for your product or service
If
you want to track a completed order in your website, what would be a proper
place to add the conversion tracking code?
● Website’s
homepage
● Order confirmation page
● Order form page
●
Contact us page
Answer
●
Order confirmation page
Fill
the blank: When optimising SEM campaigns, negative keywords __ your ads from
appearing when people search for things that aren’t relevant to your business.
● Prevent
● Secure
● Increase the
chance of
●
Decrease the chance of
Answer
●
Prevent
Fill
the blank: ‘Search engines __ the internet to discover content.’
● Index
● Crawl
● Investigate
●
Rank
Answer
●
Crawl
What
are three key considerations when evaluating keywords for search engine
optimisation?
● Competition,
cohesiveness, relevance
● Frequency, competition, relevance
● Relevance,
cohesiveness, execution
●
Frequency, execution, relevance
Answer
●
Frequency, competition, relevance
We
use them every day, but what is the overall purpose of a search engine?
● To position
websites based on how popular they are
● To display
websites in a random order to increase site traffic
● To ensure every
business gets an equal number of site visits
●
To help the user
find the most relevant answer to their query
Answer
●
To help the user find the most relevant answer
to their query
Which
search query would trigger an ad based on this keyword: [London portrait
photographer]?
● Portrait
photographer London
● London
photographer
● London portrait photographer
●
Photographers in London
Answer
●
London portrait photographer
Google
Search Console “Crawl” reports let you monitor…?
● If potential
customers can access your web pages
● If Google can view your web pages
● How people
interacts with your website
●
What information Google records about your site
Answer
●
If Google can view your web pages
To
improve your website’s SEO performance, when should you consider updating your
SEO plan?
● When you write
a new blog post
● When you have a
sale or promotion
● When you add a new service or product
●
When you employ new staff
Answer
●
When you add a new service or product
When
trying to promote your business locally, what three key bits of information
should be present in your directory listing?
● Business name, address, phone number
● Personal name,
business name, postcode
● Name, PO box,
freephone number
●
Business name, CEO, company registration number
Answer
●
Business name, address, phone number
Fill
the blank: When it comes to promoting a business locally, search engines can _ your business in the search results
page if the user is near your location.
● Prioritize
● Highlight
● Hide
●
Promote
Answer
●
Prioritize
Using
social media for business purposes can be very different to running personal
profiles. If you’re looking to attract people to your social network, what tone
of voice should you consider?
● Stern &
Serious
● Serious &
Honest
● Fun &
Inviting
●
Engaging &
Inviting
Answer
●
Engaging & Inviting
When
it comes to knowing which social media platforms to focus your efforts on, how
can you work out which one will work best for you?
● Compare
follower numbers across platforms
● Use online analytics tools to measure engagement
● See what
competitor businesses are using
●
Ask friends and family which platforms they use
Answer
●
Use online analytics tools to measure
engagement
Mobile
apps are a great tool to engage with customers on the go. What is one of the
major benefits of a mobile app over a website?
● Apps allow you to send push notifications
● Apps are easy
to access on the app store
● Apps generally
work on more mobile devices
●
Apps allow you to collate more data on your
customers
Answer
●
Apps allow you to send push notifications
When
looking to create video content for your marketing strategy, what three best
practices should you look to include?
● Short,
technical, include a call to action
● Relevant,
short, entertaining
● Short,
entertaining, include a call to action
●
Short, relevant,
include a call to action
Answer
●
Short, relevant, include a call to action
Fill
in the blank: When search engines use factors like geolocation, IP address and
location based search terms to produce geographically tailored results, this is
called __.
● Local Search
● Geo Search
● Mobile Search
●
Organic Search
Answer
●
Local Search
Why
is it important to reach customers on their mobiles when advertising locally?
● People use their phones while they are on the go
● Ads are smaller
in mobile devices and therefore cheaper
● People prefer
to receive adverts on their mobile
●
Everyone has a mobile phone
Answer
●
People use their phones while they are on the
go
When
looking to promote a business on social media, what is a good way to grow your
social media following or engagement quickly?
● Paid advertising
● Pay for
followers
● Follow all of
your competitors’ followers
●
Overuse hashtags
Answer
●
Paid advertising
When
building a website for a business, what type of design should it have in order
to be “mobile-friendly”?
● A scaled design
● A visual design
● A responsive design
●
An integrated design
Answer
●
A responsive design
When
designing mobile advertising campaigns, what is a best practice to identify
which keywords to target?
● Ask your
audience what they search for when looking for similar products
● Use the Google Keyword research tool or Bing
Keyword research tool
● Use a tool to
harvest the keywords your competitors are using
●
Use all the usual keywords from your website in
your advertising account
Answer
●
Use the Google Keyword research tool or Bing
Keyword research tool
“Because
online attention spans are shorter, a great hook or opening sentence is
important to draw people in.” What is this a best practice example of?
● Writing engaging online copy
● Keeping the
target audience in mind
● Understanding
the user journey
●
Being consistent in your approach to copy
Answer
●
Writing engaging online copy
Why
is social media a great tool for your business to build trust and engagement
with your audience?
● You can share
offers and discounts exclusively to your following
● You can share
blogs from other businesses to cover more than what you do
● You can share honest reviews about your product or
service
●
You can connect with customers at any time of
the day
Answer
●
You can share honest reviews about your product
or service
What
type of tool can be used to monitor and evaluate your social media audience’s
actions on your website?
● Content
scheduling tools
● Audience
profiling tools
● Social media
analytic tools
●
Website analytic
tools
Answer
●
Website analytic tools
Which
of the following is a core benefit that content marketing can bring to a
business’s online presence?
● It can improve sales by directing more traffic to
your website
● It can enable a
business to create a bank of content, which can be reused to create ads
● It helps a
company identify its biggest competitors
●
It provides you with another channel to push
sales and promotional messages to customers on a regular basis
Answer
●
It can improve sales by directing more traffic
to your website
When
looking to get noticed locally online, what information should you ensure is on
your website as a minimum?
● Your social
media links
● An interactive
map
● Your physical location details
●
Business registration number
Answer
●
Your physical location details
When
looking to promote your products and services locally, what are the benefits of
using search engine ads?
● Everyone uses
search engines
● You can target ads to a specific geographic area
● You can target
ads to specific genders
●
Search ads are cheaper than display adverts
Answer
●
You can target ads to a specific geographic
area
When
it comes to mobile, how would you define usability?
● The visitor’s
time navigating your site
● The visitor’s experience on your site
● The visitor’s
general time on your site
●
The visitor’s purpose when on your site
Answer
●
The visitor’s experience on your site
Which
of the following actions would be most effective for a business to take in
order to help them progress towards achieving their content marketing goals?
● Personalizing
content to make each customer feel important, taking into account available
data about each individual customer.
● Reducing the
number of channels used for content marketing to only those channels with the
highest referral numbers, thus saving money
● Identifying
audiences who view their content, and ensuring those specific audiences get
targeted in the future, with the aim of increasing sales
●
Refining their
content marketing strategy as they go, taking into account available data and
metrics
Answer
●
Refining their content marketing strategy as
they go, taking into account available data and metrics
With
more and more users using mobile to look at websites, it is key that you
optimize your site so users can find it when searching online. Which two
elements should you look to optimize for improved SEO performance?
● Site speed and usability
● Keywords and
metadata
● Image size and
navigation
●
Site speed and visual appearance
Answer
●
Site speed and usability
Mobile
advertising is a great tool for marketers, but all that good work could be
undone if your website isn’t what?
● Optimized for different devices
● Visually
engaging
● Full of
relevant information
●
Text-heavy
Answer
●
Optimized for different devices
Which
of the following tools could be used to gain an insight into the phrases and
questions people search for about a given subject online?
● Answer The Public
● Google Ads
Editor
● Facebook
business manager
●
EM Rush
Answer
●
Answer The Public
Digital
marketing isn’t just about selling your products internationally. It can be
used to great effect for local businesses. What do we mean by ‘local
businesses’?
● A business that operates from a specific geographic
location
● A business that
is within a 5km radius from the customer
● A business that
has existed within a community for more than 5 years
●
A business that only provides a service-based
product
Answer
●
A business that operates from a specific
geographic location
Which
of the following would be described as a good business goal to set for your
social media campaigns?
● Increase staff
morale
● Increase audience engagement
● Increase
customer satisfaction
●
Increase overall profit
Answer
●
Increase audience engagement
When
looking to advertise your business to mobile users, social media advertising
can be really effective because…
● it allows you
to target people who have ad blockers enabled
● it can be seen
by people who aren’t logged into their accounts
● it allows you to target people based on their likes
and interests
●
it doesn’t cost too much to spread your ads far
Answer
●
it allows you to target people based on their
likes and interests
There
are lots of social media platforms out there, but what is a benefit of using
smaller, more niche social media platforms for your business?
● People on niche
platforms are more likely to engage with you
● Your content will be put in front of specific audiences
● Your content
will be seen by a mix of different people, gaining more views and likes
●
It enhances your brand to be seen on more
specific social media platforms
Answer
●
Your content will be put in front of specific
audiences
What
are the benefits of using social media when looking to advertise your business
locally?
● People trust
local businesses on social media
● You can target ads to a specific local audience
● You can make
video ads promoting the area
●
People use social media more than they use
search engines
Answer
●
You can target ads to a specific local audience
Local
directories are a great tool for getting noticed locally online. What would be
the first step in using a directory?
● Research
competitors
● Create a listing
● Create an ad
●
Post a link
Answer
●
Create a listing
Building
a plan will help you to focus your efforts when using social media. What should
you consider when making your social media plan?
● Your audience’s
data
● Your audience’s interests
● Your audience’s
available income
●
Your audience’s offline behavior
Answer
●
Your audience’s interests
When
looking at your email marketing metrics, Click Through Rate (or CTR) highlights
which of the following insights?
● % of people
that made a purchase after receiving the email
● % of people
that opened the email out of the total recipients
● % of people who clicked on a link in the email out
of the total recipients
●
% of people who were sent the email against the
total number of conversions made
Answer
●
% of people who clicked on a link in the email
out of the total recipients
When
advertisers run online ads that typically include an image for people to click
on, it’s called…
● Search Engine
Optimisation
● Banner
advertising
● Display advertising
●
Webpage advertising
Answer
●
Display advertising
Which
form of targeting would you use to display ads to people who have previously
visited your website?
● Search
advertising
● Reacquiring
● Readvertising
●
Retargeting
Answer
●
Retargeting
Which
of the following is the most accurate analogy for a display advertising
network?
● A targeting
option for publishers
● A marketplace between online publishers and
advertisers
● A payments
system for online ad campaigns
●
A targeting option for advertisers
Answer
●
A marketplace between online publishers and
advertisers
When
creating video marketing content on a budget, what is the first thing you
should consider doing?
● Shooting as
much as you can and culling it later
● Finding editing
software
● Finding
equipment to use
●
Planning your
content
Answer
●
Planning your content
Which
of the following is a key strategy for distributing your video content?
● Share videos across all of your digital marketing
tools
● Pick one
primary place to share your video content
● Trust
word-of-mouth to drive traffic to your videos
●
Send out a postcard to relevant mailing lists
Answer
●
Share videos across all of your digital
marketing tools
What
is one of the benefits of using templates for your email marketing campaigns?
● You can reuse the same template
● They are always
free
● You can
duplicate the design of your website
●
Templates work better on mobile
Answer
●
You can reuse the same template
Which
of the following is a benefit of search advertising over display advertising?
● Search ads are
more likely to be clicked on
● Search
advertising is cheaper than display advertising
● Search
advertising allows ads to be created in multiple formats
●
Search advertising
is shown to customers who are searching for your specific terms
Answer
●
Search advertising is shown to customers who
are searching for your specific terms
Why
is it important that you set goals when planning your display ad campaigns?
● To help
determine the best way to collate customer data
● To help determine the performance and allow for
optimization
● To help
determine where your budget will be spent
●
To help determine the performance of your
competition
Answer
●
To help determine the performance and allow for
optimization
If
the analytics for your video campaign shows people are only watching the first
few seconds of your video, what can you do to try and amend this?
● Change the
colors to be more eye-catching
● Change how much
your branding is shown in the video
● Update the description to tell people more about
the video
●
Delete the video and try again with edited
content
Answer
●
Update the description to tell people more
about the video
When
it comes to email marketing, what do we mean by the term A/B testing?
● A/B testing
means you can split your contacts alphabetically
● A/B testing
means you send the same email twice to the same people
● A/B testing means splitting your audience and
sending each of them a different variation of your email
●
A/B testing means it is spell-checked and
proofed, prior to hitting send
Answer
●
A/B testing means splitting your audience and
sending each of them a different variation of your email
Which
of the following is a benefit of display advertising over search advertising?
● Display
advertising is cheaper than search advertising
● Appearing on relevant websites offering advertising
space
● Ads can appear
at the top of search engine results pages
●
Display ads are more likely to be clicked on
Answer
●
Appearing on relevant websites offering
advertising space
What
can you do to help your videos appear in search results?
● Make the
content really interesting
● Give detailed descriptions of its content
● Clearly brand
your videos
●
Include calls to action within the videos
Answer
●
Give detailed descriptions of its content
When
planning your display advertising, what does the word ‘placement’ mean?
● The exact
location of your ad on a particular page of a website
● The size and
position of your ad
● The exact location of your ad on search engine
results pages
●
The position of text within your ad
Answer
●
The exact location of your ad on a particular
page of a website
When
discussing display advertising, what is an ad network?
● A way to get
free traffic to your site
● A directory of
lots of websites that sell the same products as you do
● An online store
of images you can use within your content
●
A platform allowing
the advertiser to advertise on websites within the network
Answer
●
A platform allowing the advertiser to advertise
on websites within the network
When
using display advertising, what could you include in an ad to achieve the goal
of driving more sales?
● Promotions and special offers
● Personalized
messages
● Location-specific
information
●
Product shots and detailed information
Answer
●
Promotions and special offers
Retargeting
allows you to…
● Target users, based on the specific actions they
take on your site
● Target people, based on their
likes and interests
● Appear higher
within the search results
●
Target people before they come to your website
Answer
●
Target users, based on the specific actions
they take on your site
Which
of the following factors can impact the open rate of your email campaigns?
● The amount of
links contained in the email
● The number of
images in your email
● The opportunity
for customers to opt-out
●
The subject line of
the email
Answer
●
The subject line of the email
How
can you attract social media users to share your video content online?
● Tag them in posts
● Use hashtags
● Make them funny
●
Use subtitles
Answer
●
Tag them in posts
How
can your business benefit from video without making one yourself?
● Advertising on other people’s videos
● Commenting on
other people’s videos
● Sharing other
people’s videos
●
Interacting with other people’s videos
Answer
●
Advertising on other people’s videos
When
using analytics programmes on your website, which of these do not fall under
the category of a dimension?
● The device
users access the site with
● The time a user spends on the site
● The browser a
user uses to visit the site
●
The geographical location of the user
Answer
●
The time a user spends on the site
In
the world of analytics, tracking the type of device the user accessed your site
by is considered which type of data?
● Conversion
● Dimension
● Access
●
Metric
Answer
●
Dimension
Fill
the blank: When you link Google Ads with Google Analytics you are able to
understand which __ are driving performance.
● Organic
keywords
● Social media
ads
● Paid keywords
●
Directories
Answer
●
Paid keywords
What
do website analytics allow you to do?
● Set up
advertising accounts to drive continuous improvement
● Understand user behavior and improve the
effectiveness of your digital marketing efforts
● Interact with
customers on your website to increase conversion
●
Predict your user’s next move based on previous
data
Answer
●
Understand user behavior and improve the
effectiveness of your digital marketing efforts
Why
should you avoid focusing on collecting as much data as possible?
● Vast quantities
of data will take a long time to process
● Large amounts
of data are harder to store online
● The right information, at the right time, is more
valuable
●
Spreadsheets have a limit on the amount of
information they can store
Answer
●
The right information, at the right time, is
more valuable
How
is a spreadsheet defined?
● An interactive computer application for the
organization, analysis, and storage of data
● A static
collection of related data tables that can be queried to locate specific fields
● A tool for
storing large amounts of numerical data, but not text-based data
●
A digital balance sheet to keep track of
financial transactions
Answer
●
An interactive computer application for the
organization, analysis, and storage of data
When
using analytics on your website, what do we mean by the term ‘conversion’?
● The act of a
user coming from a certain geographical location
● The act of a
user spending a certain amount of time on the site
● The act of a
user meeting a specific metric
●
The act of a user
completing a goal
Answer
●
The act of a user completing a goal
When
it comes to web analytics, what insights can you gather using analytics tools?
● What websites
users visit after leaving your website
● How you
currently rank in search engines
● How people interact with your website
●
How people interact with your competitors’
websites
Answer
●
How people interact with your website
When
using web-based analytics tools, by segmenting the data you will be able to
achieve which of the following?
● Bid higher
within your SEM advertising account
● Find insights that can help you identify where to
make improvements
● Build better
social media profiles
●
Run advertising in other countries around the
world
Answer
●
Find insights that can help you identify where
to make improvements
When
creating a presentation based on lots of data, what principle should you bear
in mind?
● Show all the
information available, to give your audience as much context as possible
● Tailor your approach to your audience in order to
tell a better story
● Stick to visual
graphics only, as everyone will prefer this presentation format over tables and
text
●
Present all information in the same way because
everyone interprets things similarly
Answer
●
Tailor your approach to your audience in order
to tell a better story
How
do you handle data in analytics to gain greater insights into our audience’s
behaviour?
● Partition
● Sample
● Segment
●
Extract
Answer
●
Segment
What
is the benefit of using digital data?
● It can help you make informed decisions and improve
online performance
● Digital data is
always 100% accurate
● Digital data
allows you to save money on offline analytics
●
Using digital data allows you to automatically
reach more customers
Answer
●
It can help you make informed decisions and
improve online performance
When
using analytics programmes on your website, which of these do not fall under
the category of a metric?
● Browser users use to access your site
● Unique visitors
to your site
● Time users
spend on your site
●
Number of pages viewed per visit
Answer
●
Browser users use to access your site
In
the world of analytics, the time the user spent on your site is considered
which type of data?
● Conversion
● Clocking
● Metric
●
Dimension
Answer
●
Metric
Which
of these is not a benefit for businesses using fully integrated e-commerce
platforms?
● Stock control
● Integrated
invoicing
● The ability to
track shipping
●
Automated
complaints process system
Answer
●
Automated complaints process system
When
building your online product store, to make it as effective as possible you
should look to optimize the performance by using images in what kind of way?
● Use images
direct from the internet to ensure accurate file size
● Use images
direct from the original manufacturer
● Ensure images are of a high quality
●
Use detailed descriptions instead of images to
help search engines
Answer
●
Ensure images are of a high quality
Fill
in the blank: When you are considering the layout of the product pages, it is
important to put them in __ order?
● price
● hierarchical
● a constantly
changing
●
alphabetical
Answer
●
hierarchical
Analytics
can help optimize your website for which of the following?
● For different devices, navigation & search
● For different
devices & social media profiles
● For email
templates & social media profiles
●
For navigation, search & video campaigns
Answer
●
For different devices, navigation & search
If
a user abandons their shopping cart without making a purchase, one way to bring
them back to complete the purchase is?
● SEM advertising
● Social
advertising
● Retargeting
●
Email campaigns
Answer
●
Retargeting
When
trying to increase the product sales on your website, one way to achieve this
is to __?
● send multiple
follow up emails once a purchase has been made
● show them
remarketing ads with a variety of products
● provide the customer with relevant suggested
purchases
●
include a pop up on your website that they have
to action before continuing
Answer
●
provide the customer with relevant suggested
purchases
When
looking to introduce e-commerce functions to your website, which of the
following would be the best first step?
● Build an online
store with an integrated payment system
● Set up a web-based money transfer software like
PayPal
● Invest in a new
website platform
●
Use other platforms such as eBay or Etsy
Answer
●
Set up a web-based money transfer software like
PayPal
If
you are looking to expand your company’s presence online internationally, which
of the following should you consider with regards to your online content?
● Translated by
an automated tool only
● Translated but also locally adapted for the
audience
● Translated into
the native language
●
Left the same, and not translated
Answer
●
Translated but also locally adapted for the
audience
Fill
the blanks: When advertising internationally, you should make your business _
to the new market, consider the and any possible implications.
● accessible | supply chain | legal
● affordable |
supply chain | language
● exciting |
customer needs | currency
●
affordable | customer needs | legal
Answer
●
accessible | supply chain | legal
Fill
in the blank: When considering expanding a business internationally, the best
place to start is to _?
● use online tools to help you understand where
there’s a strong demand for your products
● move the whole
business to that country
● replicate your
current business in as many countries as possible
●
buy new domains for the country
Answer
●
use online tools to help you understand where
there’s a strong demand for your products
When
looking to expand your business internationally on social media, what should
you do first?
● Treat all
social media channels the same
● Use popular
phrases and memes for that area
● Analyse platforms popular in that area
●
Not advertise at all, as other countries don’t
like social advertising
Answer
●
Analyse
platforms popular in that area
Fill
the Blank: In The World Of Display Advertising, Remarketing Is A Way To _.
● pay less per
click than standard SEM ads
● show ads to
people before they visit your website
● show ads to people after they visit your website
●
display a pop up on your website when people
visit it
Answer
● show ads to people after they visit your
website
How
would you classify the content distribution channel that uses influencer and
outreach marketing to increase a brand’s reach?
● Paid
● Owned
● Earned
●
Published
Answer
● Published
