NEW
Font size
WorksheetsDigital Marketing Quiz
Total questions: 79
Worksheet time: 40mins
Which of the following is true of trust symbols on a website?
Awards and guarantees can function as trust symbols
Accessible return policies are not counted as trust symbols
Trust symbols should be limited to one per webpage
Trust symbols do not include social media presence
A page that is seen after one clicks on an ad is called a
Marketing page
Home page
Leader page
Landing page
Whereas certain white-hat techniques may provide a temporary improvement in rankings, they are unlikely to benefit a website long term
True
False
Which of the following is NOT true of Pinterest?
Clicking a pin gives supplemental information included with the pin
No pins include the URL of the source of the pin
Traffic from Pinterest is likely to be highly engaged and often purchase minded
Several e-commerce sites have greatly increased their profits through the creative use of Pinterest
Which of the following is a type of owned media?
Display advertising
Direct traffic
Social media advertising
Email marketing
Email addresses should be obtained directly from consumers along with their permission to email them promotional messages
True
False
Navigation bars have increased in popularity since 2010
True
False
What should a company NOT do when handling negative posts on online review sites?
Downplay the reviewer’s experience
Try to understand the situation fully
Take responsibility where applicable
Point out what has been done to resolve the problem
Instagram has by far the youngest user base of all the popular social media platforms
True
False
When it comes to popularity rankings, correlational data can provide helpful perspective on ranking success.
True
False
In efforts to distribute social media content, a brand
First needs to attract followers to its social media account(s)
First need to capture the viral capacity of social networks
Should avoid attempts to capture the viral capacity of social networks
Should avoid the use of paid media
Retail, lead generation, and media websites should have the same KPIs
True
False
Which is NOT true when it comes to the topic of targeting the right audience
Placing ads on appropriate websites and apps is critical to effective online advertising
The better an advertise can target the right audience, the more the advertiser is willing to pay for advertising
To find the right places to advertise online, advertisers begin by selecting general interests for their customers
Display ads often perform equally well on mobile devices and desktop computers
Which is NOT true of mapping individual keyword phrases to individual pages?
Site developers are reminded which keywords need to be incorporated into the page content
The developer ensure that the right webpage is displayed for the right search
Search engines calculate keyword relevance to a website instead of to webpages within a website
Keyword mapping can ensure a website isn't accidentally optimizing multiple pages for the same keyword
Ad Rank is based
Just on “winning” a location bid
Just on the ad’s quality score
On “winning” a location bid and on the ad’s quality score
None of the above
Digital marketing strategy is
The selection of digital marketing tactics and the allocation of marketing budget across those digital tactics
The production of digital ads that are shared on social media and on webpages
The implementation of marketing tactics on the internet
None of the above
Based on keyword selection, a company’s ad will show up
On the SERP when the search phrase entered by the searcher matches one of the keywords on the company’s list
Only if the searched phrase is a letter-for-letter match of a keyword to activate an ad
For searches that match phrases, not single words, provided to the search engine by the advertiser
None of the above
Which of the following are calculated metrics for understanding analytical data?
Session and time on page
Entry and exit
Average session duration and page bounce rate
Revenue and revenue per session
One important difference between the bidding for a search ad and the bidding for a display ad is that display advertisers do not have multiple bidding formats from which to choose.
True
False
Location-based targeting is most effective when combined with
Behavioral targeting only
Temporal targeting only
Behavioral and temporal targeting
None of the above
For a retail website, the revenue per session KPI
Determines whether new traffic driven through additional advertising is profitable
Focuses on enticing shoppers to purchase higher-priced items during each sales transaction
Looks to increase the number of new sessions
Identifies the percentage of completed transactions
Which of the following is an engagement metric
Number of followers
Number of comments
Number of impressions
None of the above
During online checkout process, encryption methods like transport layer security prevent eavesdropping from third parties
True
False
The process of creating a first-time customer is subdivided into
Loyalty building and customer gathering
Increasing awareness and demand harvesting
Loyalty building and demand harvesting
Demand generation and demand harvesting
Digital marketing returns are determined by three factors: cost per exposure, customer concentration, and the effectiveness of each exposure.
True
False
Most email marketers recommend that email address collection be “opt-out” and require an action like clicking on a check box to be unsubscribed to emails
True
False
More detailed and context-specific ad targeting is becoming easier to achieve through
Look-alike audiences
Artificial intelligence
Mobile optimization
All of the above
Mobile searchers and mobile web browsing is often a precursor to other offline commercial activity
True
False
A display network involves
Advertisers coordinating their display ads to show up on various websites at the same time
Advertisers that want to pay to display their ads coordinating with websites wanting to display those ads
Advertisers that want to increase display ad effectiveness working with search engines on maximizing webpage placement
Advertiser coordinating display ad campaigns to align with other advertising efforts such as search advertising
Google makes more money from Google Ads than from all of its other revenue sources combined
True
False
Online monitoring tools
Can search social media sites, but not the entire internet
That enable a company to monitor what is being said about it in real time have not yet been created
Crawl the web looking for mentions of a brand
None of the above
Paid and unpaid advertising are subcategories of
Direct traffic
Referral traffic
Search Traffic
Both B and C
Which of the following searches most strongly indicates that a searcher is harvest-ready?
“Four-door sedan”
“Four-door sedan prices”
“All-terrain vehicle”
“Sedan with best gas mileage”
“Good web design” is centered on the creation of aesthetically-pleasing designs
True
False
Informational sites like Wikipedia, Crunchbase.com, and PublicRecords.com
Are held responsible for libelous or inaccurate comments on their sites posted by others
Will often create profiles about a business
Are likely the first places negative content is posted online
All of the above
Curated content is any content created by platform users
True
False
When looking for information, desktop users prefer a much shorter, to-the-point answer, while a mobile user is more likely to want a more detailed treatment of the subject
True
False
Creating social profiles for responding to positive and negative customer conversations online is not recommended.
True
False
CRM refers to software that allows a company to automate and optimize digital marketing efforts across multiple channels.
True
False
The only goal of search engine optimization is to rank well for a single search query.
True
False
While monitoring any online conversations about its brand, a company should also monitor the search results that appear on terms related to its brand.
True
False
Effectively resolving negative customer experiences can actually result in greater satisfaction and loyalty than if the complaint had not occurred.
True
False
Which of the following is NOT correct?
The more webpages that cite a webpage, the more popular the search engines consider that page to be
If a page has a number of backlinks from pages with a similar topic, these backlinks are seen as expert endorsements.
Since anchor text is used for many backlinks, anchor text has increased in importance over time
Search engines want to see evidence that a page’s backlinks are the result of various webmaster’s independently endorsing the page.
Upon creating an Instagram post, a user can, with a tap, post the same image and caption to
Facebook and Tumblr, but not to Twitter
Twitter and Tumblr, but not to Facebook
Twitter and Tumblr, but not Flickr
Facebook, Twitter, Tumblr, and Flickr
Which of the following is NOT true of Google Alerts?
The tool is free to use
Users can monitor a limited number of terms
Alerts can be prioritized
Users can specify the types of content they want to track
The average CTR for an email is
About 3.5%
About 7%
About 25%
About 40%
A customer with a product-centric mindset might think:
I really want a Ford fiesta
I really want to own a car.
I really want an iPhone.
Both A and C
What led to YouTube’s enormously increased ad revenue over the years?
Users posting video replies to one another’s videos
TrueView in-stream ads replacing banner ads.
Sponsored cards replacing non-skippable in-stream ads
Internet users becoming accustomed to seeing ads when they watch online videos.
The first task in search engine optimization is to format a website so the search engine can
Accurately assess the topics a website addresses
Readily calculate when a website was last updated
Quickly determine user activity on a website
Successfully identify a website’s most popular content.
The practice of displaying ads to web users who have already visited that site is called
Remarketing or retargeting
Tracking for trailing
Re-engaging or retracing
None of the above
With what algorithm update did Google begin assessing the quality of a webpage with consideration to characteristics focus groups identified as making a webpage appealing?
Panda
Penguin
Pigeon
Hummingbird
Which of the following is NOT true of mobile phones?
A smaller screen means less information displayed at once
A smaller screen means less precise typing
A smaller screen means less mobility
A smaller screen means slower page loading.
A website's success is measured by how well it
Generates traffic, drives conversions, generates revenue
Connects users, provides navigation, converts leads
Promotes products, invites engagement, directs conversions
Carries messaging, displays content, simplifies coding
A lead-generation website should NOT feature its phone number prominently above the fold.
True
False
In email marketing efforts, soft bounces typically indicate what?
Indicate an email address is fake
Typically indicate an email inbox is full
Indicate a recipient has not opened an email in several months
Typically indicate an email went directly to a trash folder
Email messages are not consumers’ preferred method of receiving commercial messages from companies.
True
False
A/B testing is used for Conversion Rate Optimization.
True
False
Which of the following is NOT true of Twitter?
A function called “Direct Messages” facilitates completely private messages between mutually following users
Distinction is allowed between a personal profile and a corporate profile
Twitter accounts can be grouped into related fields
Twitter famously devised the use of hashtags
Turning a first-time customer into a loyal customer is most critically influenced by the customer’s experience before the first purchase.
True
False
This tool reports search volume data and provides data on search impressions, clicks, and more.
Fetch as Google
Google Search Console
Google Ads
Google Tag Manager
The practice of using positive messaging close to the desired click region is an element of what?
Credibility
Closing
Continuance
Both A and C
If an online retailer has focused almost exclusively on demand harvesting efforts for the last few years, it should do what?
Shift its focus on demand generation
Continue focusing on demand harvesting
Shift its focus to loyalty building
None of the above
People are more likely to respond to positively valenced messages on sunny days and negatively valenced messages on rainy days.
True
False
Each page within a website/domain has a unique URL.
True
False
When people talk about “doing social media”, they often mean (1) the creation of content/posts for a company’s social media page, (2) paid advertising on social media platforms, and (3) reputation management.
True
False
An email marketing sending emails about new product lines or recommended products based on past purchases is an example of which type of content?
Online retail
Lead generation
Online media
Online B2B services
On-site SEO deals with the formatting of content on the website to maximize its chances of ranking for all desired searches.
True
False
Requestor identity and timestamps of server requests are types of supplemental analytics information.
True
False
Aggregate information as part of an analytics package may include
The total number of visits but not the total revenue
The total revenue but not the total number of visits
The total number of visits and the total revenue
None of the above
A key aspect of managing a brand’s online reputation is to create positive content about the brand that will rank well in SERPs.
True
False
A major disadvantage of online display advertising is the fact that the effectiveness of the ads can’t be directly measured.
True
False
The optimal allocation of marketing expenses depends primarily on
The company’s past performance
The company’s ideal state
The company’s competitor’s
The company’s current state
PPC advertising on search engines is sometimes referred to as search engine marketing (SEM).
True
False
A well-designed website should be designed for scanning more than reading
True
False
In the pay-per-click advertising model used by Google Ads
Advertisers have to pay for their ads to show up in the sponsored sections of search results
Advertisers have to pay when searchers decide to click through to their websites
Advertisers have to pay monthly fees to show up in sponsored sections of search results
None of the above
Creating an account and content creation are examples of primary conversion on social media
True
False
The most straightforward and easily implemented advertising option on Snapchat is Snap Ad
True
False
It is more cost effective for a small start-up company to purchase its own server than to pay for a web hosting company’s services
True
False
If an email recipient wishes to unsubscribe from a company’s emails, the company
Should continue sending emails and allow the individual to mark the emails as junk
Should make sure the recipient can easily unsubscribe
May help customers stay on the list for a more expanded set of emails
None of the above
