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WorksheetsMSR_Digital Marketing
Total questions: 70
Worksheet time: 1hrs 10mins
Which of the following is a characteristic of a good brand?
Recognizable
Refurbished
Regional
Religious
A brand should communicate which of the following?
Consumer Confidence
Consumer Consideration
Consumer Collaboration
Consumer Capitalism
Branding that helps companies to set their products apart from others this is called
Differentiation
Disinterested
Dividends
Demographics
The official name of a product is called a
brand name
trade name
sample name
service name
When defining a target market for a product, marketers use which of the following?
Market Systems
Market Segmentation
Market Sampling
Market Strategies
If a government organization buys from another government organization, it is an example of which type of e-commerce business?
C2C
C2B
B2B
B2C
When consumers change their minds about ordering online it is called
pay per click
click path
bounce rate
cart abandonment
An essential for e-commerce sites is
call to action
call to survey
call to media
call to carts
What should you watch out for when posting things on an social netoworking site?
Make sure it's appropriate and not offending
Make sure it's funny
Make sure it says your cell phone number
SEO does what for you?
working to get your content ranked higher in searches
giving people something in the hopes that they buy from you later
managing how people perceive your business
the regulatory agency that regulates the stock market
What is conversion rate?
the % of people that buy when they visit your website
giving people something in the hopes that they buy from you later
managing how people perceive your business
the regulatory agency that regulates the stock market
You send a free sample of your new lipstick product to a beauty blogger, in the hopes that they will choose to mention it in a blog post after they use it. What type of media does this relate to?
Earned Media
Paid Media
Owned Media
3 Instagram stars put up a sponsored post featuring your brand. You have final approval on the posts before they go live. What type of media is this?
Paid Media
Owned Media
Earned Media
Which website metric tells you how many of your website visitors view only one page?
Sessions
New vs returning users
Bounce rate
Conversion rate
Session duration
When running a paid search (PPC) campaign, which of these metrics do we want to be low?
Impressions
Cost Per Click
Cost Per Acquisition
Click Through Rate
You are running a paid search (PPC) campaign. The click through rate is high, but the transaction conversion rate is low. What should you do?
Improve the PPC campaign
Improve the website
Improve both the PPC campaign and the website
Which of the following social media metrics are a good measure of reach?
Twitter followers
Video views
Instagram likes
Twitter retweets
If your company is _____, your digital marketing efforts are likely to be centered around online lead generation, with the end goal being for someone to speak to a salesperson.
B2B
B2C
PPC
C2C
What is the oldest method of Digital marketing?
social media
email marketing
Email actually pre dates the internet.
True
False
Emails can be broken into categories. Which emails below are considered CATEGORIES of emails? Check all that apply.
Promotional
Transactional
Conversational
Newsletter
Which email focuses on building long term relationships with readers?
email saying your purchase has gone through
Newsletter about a recent addition to a product line and the problem it solves
email saying your shoes are on back order
Email digital strategies require
Planning
Funds / Money
Testing
Evaluating /Analysing
The % of total link clicks/ total # of links in email
Link through rate
Click through rate
Email success rate
Why is Robots.txt is used?
To block the crawler from crawling a particular portion of the website
To block Home page of the website
To pass links
None of the above
Do Social Media Brand mentions helps In SEO rankings?
Yes
No
Display Advertisement is Pull Marketing?
True
False
"Keyword research" consists of THREE steps. Which of the following steps?
(1) Write down content; (2) Investigate with Google Analytics; and (3) Measure the conversion funnel.
(1) Write down your mission; (2) Make a list of all the keywords you want to be found on; and (3) Create landing pages for all keywords.
(1) Write down the keywords, (2) Look them up with tools such as Google Analytics; and (3) Write down content according to the more popular keywords.
User Experience (UX) is:
The process of applying principles, techniques and features to a digital tool to create and optimise the user experience
The design philosophy that prioritises the user's needs and wants above all else, and places the user at the center of the entire experience. This often entails research and testing with real users of the site or product.
The overall satisfaction a user gets from interacting with a product or digital tool.
The user- facing part of the tool or platform- the part of the actual website, application or tool that the user interacts with.
If you are writing a "search engine optimized" text (to rank first on a keyword in Google Search), you should include the keyword you intend to rank for in:
The title tag (<title></title>, which refers to the title of the webpage)
In the first 100 words of the text
In H2 or H3 (<h2> or <h3>, which are "subtitles")
In the slug or URL (for example: http://ufm.edu/keyword-X)
All of the options
What are long tail keywords ?
Long tail are more specific and less common
Long tail keywords are keywords that are less popular but are growing in popularity
Long tail keywords are keywords that are among the most popular keywords in google
Long Tail are less specific and more common
Google penalizes a webpage for duplicated content when there are other pages whith the same content of your page
True
False
Why would good SEO focus on "long tail" keywords (what are the benefits of a "long tail" keyword strategy)?
Easy raking and higher conversions
Easy to search in google analytics
Easier to track funnel
What are "meta tags"?
Tags that tell search engine spiders what exactly a web page is about
Special characters that allows websites to introduce online advertisment
Qualitative, open-ended, one-on-one customer observations
Instruction to the audience designed to provoke an immediate response
What are "keyword phrases"
Words that are used by advertisers in SEO, or by visitors who are using search engines to find information.
Words used to encourage a prospect to take a particular action.
Words that summarize the main idea of the landing page.
Words used to evaluate the success of an organization or of a particular activity.
Improving visibility and ranking of websites in search engines.
SEM (search engine marketing)
SEO (search engine optimization)
SERP (search engine results page)
Link building
It shows organic search listings and the PPC ads.
SEM (search engine marketing)
SEO (search engine optimization)
SERP (search engine results page)
Link building
Accepted and ethical methods of optimizing a website is called...
On-page optimization
Keyword
White hat SEO
Black hat SEO
How do search engines find the websites that it indexes?
You have to submit your website.
By searching the web.
They get a list from the government
By using spiders to move from link to link finding pages.
What is the most important question used by the search engine to find web pages that are pertinent?
How many people like this page?
How many pictures does it have?
Is the page of good quality or spammy?
What is the page name?
Opt-in Marketing is also known as:
Email Marketing
eWOM
Permissive Marketing
Viral Marketing
_______ take advantage of a combination of marketing communication tools and media to reach out to the customer
Integrated Marketing Coordination
Integrated Marketing Connection
Integrated Marketing Collaboration
Integrated Marketing Communication
_____________ is the use of employing a number of social media channels
Search Engine Marketing (SEM)
Search Engine Optimisation (SEO)
Social Media Optimisation (SMO)
Search Engine
What is the conversion rate if there are 100 buyers out of a total of 5,000 visitor?
1%
2%
10%
20%
The amount of time spent at a site over a given time period
Site Awareness
Site Visits
Site Stickiness
Site Vacation
The advertiser will pay the web-owner when someone clicks on the advertisement of a web-owner. This is called...
Search Per Click
Referral Per Click
Advertisement Per Click
Pay Per Click
Select ALL the statemens that are TRUE
An Adwords account should be organised in campaigns and each campaign should have ad groups (set of ads with common characteristics or focus)
Ad extensions offer a way to get additional information into a search advert without affecting standard advert copy limits
There are different ways in which the search engine interprets and matches the search term to campaign keywords
In Adwords, the advertiser pays only when its advert is clicked on by an interested party, regardless of how many times it has been viewed.
Which of the following is not a form of PPC advertising?
Social Network advertising
Display advertising
Search advertising
Email advertising
What are floating adverts?
This advert changes the background of the web page being viewed
Graphic image or animation displayed on a website for advertising purposes
Ads that appear above or below the web page being viewed
This advert appears in a layer over the content, but not in a separate window.
What are you directed to when people click on an ad?
Landing page
Conversion
Analytics
CPA (cost per acquisition)
Which of the following is NOT an important factor in video optimisation?
Long and informative video description
Video Title containing most important keywords
An enticing thumbnail frame
Video content containing at least 15 minutes of material
Which of the following should you implement as part of a mobile advertising campaign for a school supplies website?
Use a standard CTA in all advertisement across all devices
Tailor your advertisement content for display on mobile devices
Use the same layout for your advertisement regardless of devices
No brand is immune to an online brand attack. When reacting, which of the following is NOT a best practice?
Act Immediately!
Keep the negative pages out of the search engines
Improvise and be creative with your answers
If what they’re saying is true, apologize
What are the most common risks and challenges in Social Media? Mark ALL that correspond.
No one cares, especially when building a community from scratch
The social media space is used by unhappy customers
It requires ongoing attention and monitoring
It can be difficult to measure the impact of the campaign
Google Adwords Remarketing is the strategy used when targeting those people who have visited your website and are loyal to you in terms of conversions.
True
False
What is the most important aspect of Twitter for Business Development?
Keywords
No. of followers
Hashtags
Fast response
What tool do you use to find out if your website has malware?
Anti-virus software
Debugging website code
Google Analytics
Google Webmaster Tool
