Digital Marketing Essentials Certification Exam!

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Digital Marketing Essentials Certification Exam! - Quiz

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Questions and Answers
  • 1. 

    How are Digital Marketing and Social Media Marketing related?

    • A.

      They’re the same thing

    • B.

      Digital is a subset of Social

    • C.

      Social is a subset of Digital

    • D.

      They’re completely unrelated

    Correct Answer
    C. Social is a subset of Digital
    Explanation
    Social is a subset, just a part of, Digital Marketing. It’s a somewhat common misconception that they’re the same thing, but there is actually much more to digital marketing than just social media marketing. (Module 1, Intro to Digital, Bhargava)

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  • 2. 

    Class 1 “Introduction to Digital” features several examples of powerpoint slides that use multiple images to convey information.  The speaker mentions that he found these on a website that he calls “the YouTube of Powerpoint Presentations”.  What is the name of that website?

    • A.

      Slidepoint

    • B.

      Slideshare

    • C.

      Slidepoint

    • D.

      MySlides

    Correct Answer
    B. Slideshare
    Explanation
    It’s called Slideshare and it’s worth knowing about if you’re involved in putting together powerpoint presentations. Note that the web address is slideshare.net. (Module 1, Intro to Digital, Bhargava)

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  • 3. 

    There are 4 ways, or “pillars”, to gain business value via digital marketing. Which of the following is NOT one of the 4 pillars of business value?

    • A.

      Sales

    • B.

      Efficiency

    • C.

      Audience

    • D.

      Innovation

    • E.

      Retention

    Correct Answer
    C. Audience
    Explanation
    It’s audience, which isn’t as much a business value as it is a consideration when thinking about certain strategies or tactics. i.e. “Who is my audience for this initiative? Existing cutomers? New customers? Employees?” It’s important to think of “value” as more than just sales. Business value can be gained through increasing efficiency, inspiring a team through innovation, and, importantly, retaining the customers you already have. (Module 1, Intro to Digital, Bhargava)

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  • 4. 

    All digital strategies and tactics should aim for, and be measured by, their impact on sales.

    • A.

      True

    • B.

      False

    Correct Answer
    B. False
    Explanation
    This is false. Sales impact is not the only business value to be gained from digital marketing. There are four distinct pillars of business value: Sales, Efficiency, Innovation, and Retention. One mistake marketers make is trying to tie every activity to sales. (Module 1, Intro to Digital, Bhargava)

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  • 5. 

    How many different ways are there to engage audiences digitally?

    • A.

      Four: Buying, Entertaining, Sharing, Learning

    • B.

      Five: Buying, Entertaining, Sharing, Learning, Getting Help

    • C.

      Six: Buying, Entertaining, Sharing, Learning, Getting Help, Listening

    • D.

      Seven: Buying, Entertaining, Sharing, Learning, Getting Help, Listening, Helping

    Correct Answer
    B. Five: Buying, Entertaining, Sharing, Learning, Getting Help
    Explanation
    There are 5 ways to engage an audience: Ecommerce (buying), Information (learning), Community (sharing), Service (getting help) and Entertainment (entertaining). Listening and helping are company functions, not ways to engage an audience directly. (Module 1, Intro to Digital, Bhargava)

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  • 6. 

    One recommendation made in the Digital Strategy and Planning lesson is to create a SWOT analysis specifically for digital. What does the acronym SWOT stand for?

    • A.

      Strengths, Weaknesses, Opportunities, Threats

    • B.

      Search, Website, Outbound, Targeting

    • C.

      Search, Website, Opportunities, Threats

    • D.

      Strategy, Website, Objectives, Tactics

    Correct Answer
    A. Strengths, Weaknesses, Opportunities, Threats
    Explanation
    A SWOT analysis is an analysis of your Strengths, Weaknesses, Opportunities, and threats. It’s a common marketing planning strategy, but the idea here is to apply it strictly to digital. (Module 2, Digital Strategy, Chaffey)

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  • 7. 

    As explained in the Digital Strategy and Planning lesson, a smart alternative to focusing on keywords in search marketing is focusing on ____________.

    • A.

      Key Phrases

    • B.

      Long tail keywords

    • C.

      Search behavior

    • D.

      Keyword Clusters

    Correct Answer
    C. Search behavior
    Explanation
    Rather than focusing on keywords, an alternative is to focus on search behaviors. For example, gardening business focuses on those searching for outdoor furniture in general, and keywords of “Garden sheds” and “patio furniture” are developed from that behavior. (Module 2, Digital Strategy, Chaffey)

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  • 8. 

    ____________ is an important factor in improving your website’s CRO (conversion rate optimization).

    • A.

      Re-targeting

    • B.

      A/B and multivariate testing

    • C.

      SEO

    • D.

      All of the Above

    Correct Answer
    B. A/B and multivariate testing
    Explanation
    It’s A/B and multivariate testing that can improve your conversion rates for your website. Re-targeting is more for optimizing email conversions and SEO is more for optimizing search conversions. But to optimize your website, test different versions of your landing pages, such as images, copy, and offer. (Module 2, Digital Strategy, Chaffey)

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  • 9. 

    The most people do which of the following?

    • A.

      Research online, Purchase online

    • B.

      Research offline, Purchase online

    • C.

      Research offline, Purchase offline

    • D.

      Research online, Purchase offline

    Correct Answer
    D. Research online, Purchase offline
    Explanation
    It’s close, but with 37% of consumers researching online and purchasing offline, it’s crucial to consider multi-channel integration. Further, it’s important to understand that the full value of online marketing is not reflected solely by online purchases. Online marketing has a significant impact on offline purchases so some portion of offline purchases should be attributed to the online marketing endeavors. (Module 2, Digital Strategy, Chaffey)

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  • 10. 

    The acronym RACE is used in the Digital Planning lesson to understand the marketing funnel. R is for Reach, making consumers aware of your offering. A is for action, when consumers decide to make a purchase. C is for conversion, actually making the purchase. E is the final stage of the marketing funnel. What does it stand for?

    • A.

      Engagement, when customers become advocates

    • B.

      Earned, when you’ve earned the customers business

    • C.

      Efficiency, when you’ve achieved the highest conversion from the Reach stage to the Conversion stage

    • D.

      Endurance, when your customers make repeat purchases and become lifetime customers

    Correct Answer
    A. Engagement, when customers become advocates
    Explanation
    E stands for engagement. The final stage of the marketing funnel occurs after a customer has purchased a product or service and then becomes part of your marketing mix, becoming an advocate and recommending you to their friends. (Module 2, Digital Strategy, Chaffey)

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  • 11. 

    Which of the following lenses of measurement is an analytics approach focused on the customer?

    • A.

      Holistic Measurement

    • B.

      Full Credit measurement

    • C.

      Active Measurement

    • D.

      All of the Above

    Correct Answer
    A. Holistic Measurement
    Explanation
    It’s holistic measurement that looks at measurement through the many different touch points that encompass online marketing. What’s at the center of all the different ways that businesses market? The customer. So measuring through that lens helps bring all the different marketing silos together into one holistic measurement. (Module 3, Analytics, Cutroni)

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  • 12. 

    Session-based measurement, which views each interaction that a customer has with your various marketing endeavors as separate events, is the ideal that Google is moving towards.

    • A.

      True

    • B.

      False

    Correct Answer
    B. False
    Explanation
    False. Session-based measurement would view one customer as three different people if that customer visited the website from a smartphone, a tablet and a laptop computer. That’s not what Google is after. It’s more accurate, and the ideal that Google is moving towards, to view those three activities as all originating from the same single customer in a user-centric view. (Module 3, Analytics, Cutroni)

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  • 13. 

    Customer interviews are a great way to learn about who your customer is.  Why is it advised that you record these interviews?

    • A.

      To maintain an archive for later viewing

    • B.

      So that you do not have to take notes during the interview

    • C.

      To pay attention to the specific language that they use

    • D.

      All of the Above

    Correct Answer
    C. To pay attention to the specific language that they use
    Explanation
    It’s good to record those interviews so you can pay attention the specific language your customers use. This can help inform your SEO efforts, your marketing materials, and much more. It’s not how you describe your product or service that matters; it’s how your customers do so that is important to understand and market towards. (Module 4, Personas, Albee)

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  • 14. 

    Keywords, for search marketing purposes, do not have to be a single word.  A keyword can be a phrase or a question.

    • A.

      True

    • B.

      False

    Correct Answer
    A. True
    Explanation
    It’s true. A keyword does not have to be a single word. In fact, it’s ideal if a keyword consists of 3 or more words. This helps taper your results, decreasing your costs and increasing your relevance. (Module 4, Personas, Albee)

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  • 15. 

    A completed persona includes the specific problems that this representation of your customer is trying to solve.

    • A.

      True

    • B.

      False

    Correct Answer
    A. True
    Explanation
    True, it’s important to mention the specific problems that your target perfect customer is trying to solve. This way, you keep those specific problems in mind as you market your solutions to these problems. (Module 4, Personas, Albee)

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  • 16. 

    A persona is best described as

    • A.

      A list of attributes

    • B.

      A demographic profile of an actual, typical customer

    • C.

      A look inside the head of a representative customer

    • D.

      All of the Above

    Correct Answer
    C. A look inside the head of a representative customer
    Explanation
    A persona allows you to get inside the head of a representative customer. It’s NOT just a list of attributes and it’s not a profile of an actual customer. It’s a representation designed to show what motivates your target customer to make purchase decisions. (Module 4, Personas, Albee)

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  • 17. 

    It’s important that you collect as much information from your leads as possible up front, on first contact.

    • A.

      True

    • B.

      False

    Correct Answer
    B. False
    Explanation
    In fact, it’s important that you do NOT ask for as much information as possible up front. Collect info little by little, as further contacts are made. This is called progressive profiling. Asking for as much information as possible up front has a strong chance of scaring the lead away. (Module 4, Personas, Albee)

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  • 18. 

    Your landing page will be most effective if it most resembles ____________.

    • A.

      Your website’s home page

    • B.

      A blank page

    • C.

      The ad that is the referring ad to that landing page

    • D.

      The Google home page

    Correct Answer
    C. The ad that is the referring ad to that landing page
    Explanation
    Your landing page should resemble, both visually and verbally, the ad that refers people to that particular landing page. This helps fulfill the promise of the click, giving the user exactly what was hoped for. Your landing page should absolutely not resemble your home page, with all the navigation elements usually associated with a home page. The goal of the landing page is for the user to take a particular action, not to browse other elements of your website. (Module 5, Chemistry of the Landing Page, Brian Massey)

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  • 19. 

    The rule of thumb for the amount of copy on a landing page is ______________.

    • A.

      As little copy as possible

    • B.

      The least amount of copy necessary to convince users to take a particular action

    • C.

      A wide variety of offers and possible actions to take

    • D.

      As much copy that fits in a certain designated area

    Correct Answer
    B. The least amount of copy necessary to convince users to take a particular action
    Explanation
    The rule of thumb for copy on a landing page is “the least amount necessary”, the key word being “necessary”. You may need just a little, and you may need a lot of copy to convince a user to take a particular action. But do not add extraneous copy that doesn’t address the action you want the user to take. (Module 5, Chemistry of the Landing Page, Brian Massey)

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  • 20. 

    Which of the following qualifies as an important item to include on your landing page?

    • A.

      Ratings and Reviews

    • B.

      Social Media Icons

    • C.

      Site Navigation

    • D.

      Company Mission Statement

    Correct Answer
    A. Ratings and Reviews
    Explanation
    Ratings and reviews can build trust, so they qualify. Social media icons provide distraction, which can lead to abandonment. A site navigation menu does the same thing. Finally, while it may be true that a company mission statement build trust, but generally, if you’re talking about yourself on a landing page, it won’t lead to conversions. (Module 5, Chemistry of the Landing Page, Brian Massey)

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  • 21. 

    On your landing page, you will surely have a big, colorful button that indicates what action you wish your prospect to take.  True or False:  A large, graphical red arrow pointing to that button will help your conversion rate.

    • A.

      True

    • B.

      False

    Correct Answer
    A. True
    Explanation
    It’s true. Large arrows test well. When you want a user to do something, pointing at it with a big, graphical arrow can help. (Module 5, Chemistry of the Landing Page, Brian Massey)

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  • 22. 

    It is possible to rewrite or “flatten” a url for SEO purposes.

    • A.

      True

    • B.

      False

    Correct Answer
    A. True
    Explanation
    Though many will tell you that it cannot be done, it is actually possible to rewrite a url for SEO purposes. In general, the shorter the url the better. Additionally, it’s possible to include key search terms in the url itself. In general, when a technical person says something is impossible, it may just be the case that they’ve never done it or haven’t heard of it. Always question whether anything is truly impossible before dismissing it. (Module 6, Understanding SEO beyond the technical jargon, Boggs.)

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  • 23. 

    In SEO, reciprocal linking, trading links with another website in order to boost your search engine results, is a recommended best practice.

    • A.

      True

    • B.

      False

    Correct Answer
    B. False
    Explanation
    While reciprocal linking used to be common, it is no longer seen as a best practice due to its transparency as an artificial tactic to raise SEO. While some links can and will occur naturally, it is not in your best interest to simply trade links with an unrelated site. (Module 6, Understanding SEO beyond the technical jargon, Boggs.)

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  • 24. 

    SEO is comprised of three main areas:  Technical, On-site optimization, and Off-site promotion.  However, this categorization does not include the foundation of both on-site optimization and off-site promotion, which is ______________.

    • A.

      Keyword Research

    • B.

      Reporting capabilities

    • C.

      Link sharing

    • D.

      Quality Score

    Correct Answer
    A. Keyword Research
    Explanation
    Keyword research is the foundation of any Search Marketing strategy. (Module 6, Understanding SEO beyond the technical jargon, Boggs.)

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  • 25. 

    The term “code weight” is most directly referenced when assessing ___________ for SEO purposes.

    • A.

      Page tagging

    • B.

      How fast a page loads

    • C.

      URL structures

    • D.

      The density of text on a page

    Correct Answer
    B. How fast a page loads
    Explanation
    Code weight does not refer to the density or number of lines of a text on a page. Rather, it refers to the number of lines of back-end code associated with a page. The more lines, or the “heavier” the code is, the longer the page takes to load. Google downgrades search results with longer load times. So if someone says, “We’ve got to reduce the code weight,” you now know what that person is talking about. (Module 6, Understanding SEO beyond the technical jargon, Boggs.)

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  • 26. 

    The most important piece of content on any page, for SEO purposes, is the ____________.

    • A.

      Meta-information

    • B.

      Page Title

    • C.

      Alt Attribute

    Correct Answer
    B. Page Title
    Explanation
    You may hear it spoken of as the “Meta title”, but it’s more properly called the page title and it’s the most important piece of content on any page. It’s what comes up in the blue browser bar on any page and often the content that appears as the search engine result. Simply changing the page title can move your search result from the second page to the first page of Google results, so it’s important to consider the strength of your page titles and leverage keywords where appropriate. (Module 6, Understanding SEO beyond the technical jargon, Boggs.)

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  • 27. 

    Email functions, strategically, as the most effective marketing tactic to encourage prospects to:

    • A.

      Act immediately

    • B.

      Engage in conversation

    • C.

      Make a purchase online

    • D.

      All of the above

    Correct Answer
    A. Act immediately
    Explanation
    Email is the best for getting a prospect to act immediately, whether it’s making a purchase, beginning an inquiry, or something else. Because email marketing has such an immediacy of effect, it’s important to understand your customers’ buying process so you can use your email to accelerate, enable or streamline that process. (Module 7, Email Marketing Strategy Development, Talavera)

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  • 28. 

    Your email marketing goals must be SMART, which is an acronym for specific, measurable, attainable, realistic, and timely.  The most important of these five is:

    • A.

      Specific

    • B.

      Measurable

    • C.

      Realistic

    • D.

      Timely

    Correct Answer
    B. Measurable
    Explanation
    The most important goal of email marketing is that it’s measurable. In order to justify email marketing spend, you must be able to produce the justification with numbers, as opposed to justifying with fuzzier goals such as brand awareness and engagement. (Module 7, Email Marketing Strategy Development, Talavera)

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  • 29. 

    In general, there are five discrete objectives of email marketing:  Building brand awareness, increasing traffic to your website, registration, encouraging a trial, and purchases.  The promise of __________ is the single most important factor in accomplishing the objective of increasing traffic to your website.

    • A.

      Exclusive offers and deals

    • B.

      Great content

    • C.

      Fun

    • D.

      None of the Above

    Correct Answer
    B. Great content
    Explanation
    It’s all about content. Fun is fun. Exclusive offers are great. But, if you want to drive traffic to your website through your email marketing, promise (and deliver) relevant, worthwhile content. (Module 7, Email Marketing Strategy Development, Talavera)

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  • 30. 

    By far, the most email marketers use email for:

    • A.

      Retention of existing customers and prospects

    • B.

      Acquisition of new customers and prospects

    Correct Answer
    A. Retention of existing customers and prospects
    Explanation
    Because inboxes are more crowded than ever, it’s existing customers who are much more eager to respond to email marketing than are new prospects. Don’t make the mistake of using email marketing primarily to attract new customers. (Module 7, Email Marketing Strategy Development, Talavera)

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  • 31. 

    Which sort of triggered email is a “must” for online merchants?

    • A.

      “Thank-you for purchase” email

    • B.

      “Abandoned Cart” email

    • C.

      “Happy Birthday” email

    • D.

      All of the Above are “musts”

    Correct Answer
    B. “Abandoned Cart” email
    Explanation
    If a customer adds a purchase to a “cart”, but then does not follow through with an actual purchase, it is imperative that you send an email. The person was so close to buying that you need to follow up. In fact, you can expect to recoup up to 15% of lost revenue with this simple triggered email tactic. (Module 7, Email Marketing Strategy Development, Talavera)

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  • 32. 

    Web Analytics come from two places, broadly speaking:  Log Files from your server and Javascript collectors and cookies.  Which of those two would be the one that captures information regarding a YouTube video embedded in your web site?

    • A.

      Web Server Log Files

    • B.

      Javascript collectors and cookies

    Correct Answer
    B. Javascript collectors and cookies
    Explanation
    Because the video doesn’t “live” on your website, but rather on the YouTube website, any information you want to know about it will have to be collected via Javascript collectors and cookies. Your web server log files can only tell you about items that “live” on your web server. The bottom line is that the two ways of collecting data are very different. (Module 8, Foundational Analytics, Craver)

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  • 33. 

    Data collected via web server and data collected via javascript will almost never match.  So how should you, as a marketer, handle this?

    • A.

      Choose one over the other, depending on your business and your website.

    • B.

      Note these discrepancies in reports, and use weighted metrics to assign a higher value to certain metrics.

    • C.

      Don’t think of the numbers generated as true or false, but as measurements over time. So while the data may be different, the trends can agree.

    • D.

      Reconfigure what you measure until the data collected does match

    Correct Answer
    C. Don’t think of the numbers generated as true or false, but as measurements over time. So while the data may be different, the trends can agree.
    Explanation
    Web analytics data won’t be exact, so should not be understood the same as financial data. Web analytics data should therefore be used as trending data, measurements over time, rather than as exact data. (Module 8, Foundational Analytics, Craver)

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  • 34. 

     A visitor whose visit lasts only one page is called a _________________.

    • A.

      Solo

    • B.

      Singlet

    • C.

      Bounce

    • D.

      Unique

    Correct Answer
    C. Bounce
    Explanation
    It’s called a bounce, and these can worth measuring in certain situations. (Module 8, Foundational Analytics, Craver)

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  • 35. 

    It is possible to track visitors who have come to your website via offline channels such as newspaper ads or billboards.

    • A.

      True

    • B.

      False

    Correct Answer
    A. True
    Explanation
    Yes, it’s possible to track those visitors with promo codes and redirects. Simply advertise your website with a promo code, such as www.yoursite.com/newspaper, then redirect all visitors to that web address to your normal website, such as www.yoursite.com. Web analytics can help you count how many people visited the web address with the promo code. (Module 8, Foundational Analytics, Craver)

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  • 36. 

    Your content marketing should be targeted at a particular ___________.

    • A.

      Topic

    • B.

      Customer

    • C.

      Persona

    • D.

      Channel

    Correct Answer
    A. Topic
    Explanation
    Your content marketing should be addresses to a particular persona. Persona development is an important aspect of content marketing. Producing content is one thing, but addressing a particular persona with the right content at the right time leads to the monetary impact that content marketing should have for your business. (Module 9, Content Marketing, Johnson)

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  • 37. 

    Part of content marketing is developing your own brand’s story. The main focus of that story should be _______________.

    • A.

      What your company does

    • B.

      How your company differentiates itself

    • C.

      What your company cares about

    • D.

      How your company can help

    • E.

      All of the Above

    Correct Answer
    D. How your company can help
    Explanation
    The point of the story isn’t who you are or why you’re the best. Frame your company’s story in terms of how the products and services you offer benefit your customers. All your content should be customer-focused, not focused on you. (Module 9, Content Marketing, Johnson)

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  • 38. 

    Which of the following is more important in social media marketing?

    • A.

      The number of fans/followers you have

    • B.

      The degree of influence that your fans/followers have

    Correct Answer
    B. The degree of influence that your fans/followers have
    Explanation
    It’s a mistake to simply focus on the number of fans or followers you have. If they don’t share, or they don’t influence anybody, those numbers may look good on the report but aren’t actually accomplishing any business goals. The influence of your fans/followers is much more important, as they have the ability to reach and persuade many more eyeballs. (Module 10, Intro to Social, Bhargava)

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  • 39. 

    Because fostering conversations with those people interacting with your social media is important, it’s crucial to always allow and respond to comments on anything you post.

    • A.

      True

    • B.

      False

    Correct Answer
    B. False
    Explanation
    False. Conversation is good but it’s not the end goal. You do not have to allow comments on anything you post. Consider not allowing comments if the potential for negativity outweighs the potential benefits. (Module 10, Intro to Social, Bhargava)

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  • 40. 

    Cenario:  You launched a social media initiative a year ago and for whatever reason (no longer relevant, management change) you decide that it is no longer in your plans.  What should you do?

    • A.

      Continue updating. Once launched, a social media initiative is forever.

    • B.

      Just stop updating it. Eventually, activity will slow and then cease.

    • C.

      Archive it. Explain that you will no longer be updating it and provide a link to something you are still actively working with.

    • D.

      Erase it. Remove all evidence of its existence, as you don’t want a content graveyard out there for anyone to find.

    Correct Answer
    C. Archive it. Explain that you will no longer be updating it and provide a link to something you are still actively working with.
    Explanation
    Archive it. No social media initiative is forever, but it becomes a graveyard if you leave it active but never pay any attention to it. So leaving one final message, with a link to something you are still actively working with, will allow anyone who was actively involved with it to continue to be actively involved with you. If you delete it from existence, you can’t gain anything from it. (Module 10, Intro to Social, Bhargava)

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  • 41. 

    In order to get someone to follow your brand on Twitter or like your Facebook page, it’s not enough simply to ask; it’s important to offer an incentive.

    • A.

      True

    • B.

      False

    Correct Answer
    A. True
    Explanation
    It’s important to offer an incentive. Fans and followers have an expectation that they’ll get something if they engage with you via social media. It’s not enough just to ask; you have to provide value. (Module 10, Intro to Social, Bhargava)

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  • 42. 

    The difference between “push” marketing and “pull” marketing is:

    • A.

      Prospects are pre-qualified in “pull” marketing, whereas in “push” marketing they are not.

    • B.

      “Pull” marketing is web marketing such as SEO and PPC, whereas “push” marketing is non-web marketing such as television, radio, and magazines.

    • C.

      “Pull” marketing is generally more effective than “push” marketing.

    • D.

      All of the above are differences

    Correct Answer
    D. All of the above are differences
    Explanation
    They’re all differences. “Push” marketing means pushing your message out to as many people as possible whereas “pull” marketing means pulling to your offering those prospects who have indicated interest. Before the internet, almost all marketing was “pushed”. Today, much more is “pulled” from those who have already indicated interest by searching for a specific term, for example. Part of the business case for PPC is that “pull” marketing is more effective. (Module 11, The business case for PPC, Smith)

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  • 43. 

    Your web analytics reports are only as good as the __________ that you decide to measure.

    • A.

      KPI’s

    • B.

      Customer behaviors

    • C.

      Conversions

    • D.

      All of the Above

    Correct Answer
    A. KPI’s
    Explanation
    It’s the Key Performance Indicators (KPI’s) so it’s imperative that you choose your KPI’s wisely. Bottom line: In order to measure the performance of your website, you have to decide what you want it to accomplish, and then measure those activities that indicate the performance of your website toward those goals with simple, agreed-upon KPI’s. For example, measuring conversions is nice, but measuring the conversion rates so you can determine where to focus ad spend is nicer. (Module 11, The business case for PPC, Smith)

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  • 44. 

    Click-through rate is the ultimate indicator of whether ads are working or not.

    • A.

      True

    • B.

      False

    Correct Answer
    B. False
    Explanation
    False. Click-through rate is a quick, immediate indicator, but the better indicators are conversion rate and cost per conversion as the ultimate deciding factors. (Module 11, The business case for PPC, Smith)

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  • 45. 

    You’re engaged in a PPC campaign.  Your web analytics show zero conversions for a particular keyword.  But you’re wondering whether this keyword is actually driving assists to conversions even if it’s not driving direct conversions.  What should you do?

    • A.

      Drop the keyword. Forget about it. It’s worthless without attributable conversions.

    • B.

      Use a dedicated phone number to test and track whether this particular keyword is driving calls to your business.

    • C.

      Drop the spending on that keyword, but don’t eliminate it completely.

    • D.

      Ask your customers how they found you.

    Correct Answer
    B. Use a dedicated phone number to test and track whether this particular keyword is driving calls to your business.
    Explanation
    Your web analytics won’t tell you whether a particular keyword is driving assists such as visits to your store or calls to your business. So before you drop a keyword with zero or very few direct conversions, it’s very easy to set up a dedicated phone line tied to that keyword and measure whether it’s driving calls. If it is, then it’s still a good keyword and you’ll be glad you didn’t just drop it. (Module 11, The business case for PPC, Smith)

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  • 46. 

    Which of the following is NOT one of the key benefits of PPC marketing?

    • A.

      PPC is the more effective “pull” marketing rather than the less effective “push” marketing.

    • B.

      PPC can and should be used as the Return on Investment (ROI) benchmark for all your other marketing efforts.

    • C.

      PPC is a path toward increased market research and competitive intelligence.

    • D.

      PPC is among the most analyzable and trackable marketing tactics.

    Correct Answer
    B. PPC can and should be used as the Return on Investment (ROI) benchmark for all your other marketing efforts.
    Explanation
    It’s not that PPC should be used as the benchmark for all other marketing tactics; it’s the other way around. Use the ROI of your other marketing efforts as a benchmark for measuring the ROI of PPC. As you refine your ongoing PPC efforts, you’ll see that ROI change, perhaps drastically, so you don’t want to use it as a benchmark. The other three answer choices are absolutely reasons for a business to engage in PPC efforts. (Module 11, The business case for PPC, Smith)

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  • 47. 

    Website Usability is best thought of as:

    • A.

      Web design and architecture that makes the user happy

    • B.

      Web design and architecture that satisfies the business goals

    • C.

      Web design and architecture that strikes a balance between user desires and business goals.

    Correct Answer
    C. Web design and architecture that strikes a balance between user desires and business goals.
    Explanation
    Many people think of usability as entirely user-focused. Is the website navigation easy for the user? Is it satisfying for the user? Etc… But it’s important to understand that website usability isn’t ONLY about making the user happy; it’s also important that website design and architecture contributes to business goals as well. (Module 12, Usability Foundations, Turow)

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  • 48. 

    Which of the following is NOT something that web usability professionals measure?

    • A.

      Effectiveness

    • B.

      Efficiency

    • C.

      Learnability

    • D.

      Memorability

    • E.

      Error Prevention

    • F.

      User Satisfaction

    • G.

      None of the Above. Web Usability professionals measure each of these.

    Correct Answer
    G. None of the Above. Web Usability professionals measure each of these.
    Explanation
    This is what website usability is. (Module 12, Usability Foundations, Turow)

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  • 49. 

    Conducting a Usability test is virtually the same as conducting a focus group.  Gather a group of representative users, and ask them, as a group, to navigate your website to accomplish a specific task.

    • A.

      True

    • B.

      False

    Correct Answer
    B. False
    Explanation
    False. Usability tests are conducted one-on-one, not as a group. (Module 12, Usability Foundations, Turow)

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Quiz Review Timeline +

Our quizzes are rigorously reviewed, monitored and continuously updated by our expert board to maintain accuracy, relevance, and timeliness.

  • Current Version
  • Nov 16, 2023
    Quiz Edited by
    ProProfs Editorial Team
  • May 21, 2014
    Quiz Created by
    Ingrid Sanders

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