The primary conversion for a lead generation site is:

Both a phone call from a website visitor and a form fill on the website

A phone call from a website visitor

In web design, which of the following is more important than a website’s visual appeal?

Whether it generates a high conversion rate

Which of the following is NOT a principle of Steve Krug’s design for usability paradigm?

Create effective visual hierarchies

Break pages up into clearly defined areas

Format content to support scanning

Oli Gardner’s principle of clarity has been violated if:

A visitor has no ideas where a link leads

A website visitor sees multiple calls to action on the same page

The website provides no reason to believe in the website's credibility

A visitor converts but does not realize that he/she has completed the action.

The “upper fold” is:

The portion of a web page that is visible without scrolling down

Usually the same for mobile devices and desktop computers

Another name for the navigation menu at the top of a web page

The area on a retail site that shows the top sellers

The upper fold of a web page should answer the questions, “What are you offering?” “Why should I pick you?” and:

“What do you want me to do next?”

“What are your top sellers?”

“Who is your top competitor?”

When conducting an A/B test to improve a web page’s design, the measure that should be used to determine which page is better is usually (but not always):

Number of clicks during the visit

NSAMCWADLP means that whenever you create an online marketing campaign, you should also create:

A dedicated landing page designed specifically for that campaign

A separate line in the accounting ledger to independently track revenues from the campaign

A new analytics account to track the results of the campaign

A new email broadcast to inform customers of the marketing campaign

A single-purpose landing page:

Directs visitors to one (and usually only one) possible action

Is the same as a single-product landing page

Is the least effective of the landing page types

Provides as much information to visitors as possible

An analytics package records all of the following information from visitors EXCEPT:

Hard disk space of the computer

Channel analysis enables an analytics user to:

Investigate which traffic source produced the best-quality traffic

Determine which ad copy produced the highest click-through rate

Conduct counterfactual analyses of the effect of increased marketing investments in any channel

Find ways to shift paid traffic sources toward unpaid traffic sources

The most reliable way to measure advertising effectiveness is to:

Conduct a carefully controlled experiment

Use Google's data-driven attribution tool

For a search engine, “relevance” refers to:

The extent to which a web page’s content matches the searcher’s query

Whether a website has been visited by the searcher before

The traffic level of the website

How many pages on the website link to one another

Even a highly relevant keyword may not be worth pursuing in your SEO if:

The keyword is synonymous with other terms

The keyword is often misspelled

“Long tail keywords” are:

Search terms with lower volume than “fat head keywords”

Search terms that produce a low conversion rate

Search terms done on mobile devices

Search terms that have recently decreased in volume

If your website ranks 1, 9, 98, and 112 for four different keywords, on which keyword should your website first target SEO efforts?

The keyword on which your site ranks #9

The keyword on which your site ranks #1

The keyword on which your site ranks #98

The keyword on which your site ranks #112

The benefit of keyword mapping is:

To make sure the most appropriate webpage shows up on the SERP for every search phrase

To organize SEO efforts across the many search phrases the website is targeting

To prevent keyword cannibalization in a website’s SEO efforts

A company wishing to rank for local searches should first:

Register and verify its business with Google’s My Business

Ask its customers for reviews on Yelp and other similar websites

Begin advertising on Google’s ad network

Change its business name to include its more important keywords

Why is receiving 100 links from 10 different websites better than receiving 100 links from the same website?

Links from 10 websites mean a higher link diversity than links from one website

Links from 10 websites are more likely to generate social sharing

Many links from the same website are a signal of black-hat SEO

Search engines only register one link from any given domain, so they only count the 100 links from the same site as a single link

An editorial link is:

A link created voluntarily by another website owner because he/she values the website’s content

A link created by a newspaper editor

A link created by submitting one’s own site to a directory or local business archive

A link created in a quid pro quo agreement with another website owner

Content marketing differs from advertising in that:

Content marketing is meant to entice readership/viewership on its own merits

It is illegal to pay for distribution of content marketing

Advertising content requires more time and energy to create

Content marketing cannot contain calls to action

.A major advantage of creating content specifically with the goal of ranking well for a popular search phrase is that:

The content will have built-in distribution

The content is not likely to have any competition

Earning high organic rankings typically happens instantaneously

A high conversion rate is almost guaranteed from search engine traffic

An experiment at eBay showed that advertising on brand keywords (searches that included “eBay”) were not effective because:

Searchers clicked the organic listing when the advertised listing was not available

eBay’s analytics showed that the ROAS was low

Brand keywords are especially expensive on search engines

Search advertisements generated almost no clicks

In what way is the Final URL the most important part of a search ad?

If the final URL is wrong, searchers cannot reach the website properly

The final URL is bolded for users, so it most readily entices a click

Quality score is calculated based exclusively on the final URL

As the longest part of the search ad, it takes up the most space

If I write five headlines for a Responsive search ad, which headlines will show up in the ad?

Every ad impression will include a subset of the headlines, but all five headlines will be selected from

Sometimes the first two headlines will be displayed and sometimes the first three headlines will be displayed

Only the best-written headlines will be shown

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Digital Marketing Midterm

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URL is an acryonym for

What enables a website to recognize a computer as a return visitor (as opposed to a first-time visitor)?

Which of the following is NOT a dynamic language?

The AIDA model states that the process of creating a customer follows these four steps:

Which of the following is NOT an aspect of successful websites?

Which of the following is NOT an example of direct traffic?

Unpaid referral traffic is traffic that comes from:

The primary conversion for a lead generation site is:

When a shopper puts an item in their online shopping cart, Amazon recommends add-on products to:

In web design, which of the following is more important than a website’s visual appeal?

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