Digital Marketing Exam 1 Flashcards
All of the following are examples of secondary data except for \_\_\_\_\_\_\_\_\_\_\_\_\_. Selected Answer: Answers: a. blogs b. Google search c. White papers d. surveys
d.
surveys
The following is an example of a possible strategy:
a.
Product differentiation
b.
Spending 60% of the marketing budget on Facebook and Google ads
c.
Develop a Mobile app for our target audience
d.
An engaging social media competition
a.
Product differentiation
The ideal acquisition cost for a prospect is best expressed by this ratio Selected Answer: Answers: a. 2X your average net profit b. Breakeven c. CLTV to CAC 3:1 d. CLTV to CAC 1:3
c.
CLTV to CAC 3:1
Which of the following is an example of primary data? Selected Answer: Answers: a. Syndicated market research b. Google Trends c. Split A/B testing d. Adword's Keyword Planner
c.
Split A/B testing
The correct formula for Calculating the CAC (cost to acquire a customer ) is?
Selected Answer:
Answers: a.
Revenue-Cost of goods on a per acquired customer basis
b. Total marketing campaign costs to acquire a customer/total customers acquired c. Promotional expenses/ROI d. LTV/Cost to acquire a customer
b.
Total marketing campaign costs to acquire a customer/total customers acquired
Product differentiation must always be real and not just a perception
Selected Answer:
Answers: True
False
False
The ideal LTV to CAC (customer acquistion cost) ratio is 1:1
False
A customer journey examines all of the following steps except for \_\_\_\_\_\_\_\_\_\_\_\_\_. Selected Answer: Answers: a. Collaboration b. Awareness c. Decision d. Purchase
a.
Collaboration
Heat maps are only used to identify problem areas.
Selected Answer:
False
Answers: True
False
Can-Spam can best be described as \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_. Selected Answer: Answers: a. an ISP block b. a filter c. a law that tries to reduce and prevent unsolicited emails d. an opt in system
c.
a law that tries to reduce and prevent unsolicited emails
The following is not a typical or best practice website convention: Selected Answer: Answers: a. At least five second page load times b. Horizontal or vertical navigation c. Links are easily recognized as clickable d. Breadcrumbs
a.
At least five second page load times
Responsive design can be described by all of the following except for: Selected Answer: Answers: a. Uses CSS b. Uses Html-5 c. Allows a website to be rendered correctly in all devices d. Uses Flash
d.
Uses Flash
All of the following are almost mandatory components every email should have, an example of an optional component would be \_\_\_\_\_\_\_\_\_\_\_\_\_ Selected Answer: Answers: a. the header b. the unsubscribe link c. the subject line d. an image
d.
an image
When writing for the web, which of the following is a best practice? Selected Answer: Answers: a. A continuous block of text b. All of the above c. Using reverse type throughout d. A call to action placed above the fold
d.
A call to action placed above the fold
Despite prevailing common wisdom, long copy is a good practice for high involvement products.
Selected Answer:
Answers:
True
False
True
E-mail is declining in B-C markets amongst teenagers. Selected Answer: Answers: True False
True
Which of the following best describes dynamic email content?
Selected Answer:
Answers: a.
the content is sent based on a user’s profile preferences
b.
all of the above
c.
the content is generated daily
d.
the email use a person’s first name in the greeting
a.
the content is sent based on a user’s profile preferences
SEO can be described as \_\_\_\_\_\_\_\_\_\_\_\_\_\_. Selected Answer: Answers: a. Behavioral targeting b. Improving organic search results c. Local search d. Paid ads
b.
Improving organic search results
SEO can provide better results than PPC because \_\_\_\_\_\_\_\_\_\_\_\_\_\_. Selected Answer: Answers: a. approximately 70% of users click on organic vs. paid search results b. it can be used jointly with social media c. the budget can be easily changed d. None of the above
a.
approximately 70% of users click on organic vs. paid search results
Which of the following best describes the key objective of Hummingbird? Selected Answer: Answers: a. Detect Black hat tactics b. Leverage vertical searches c. Reward white hat tactics d. Promote semantic search
d.
Promote semantic search
What does structured data in SEO do? Selected Answer: Answers: a. Generates real time results b. Prevents competitive SEO rankings. c. Highlights your website in prominent part of SERP d. Helps with Hummingbird
a.
Generates real time results
Google says there are over \_\_\_\_\_\_\_\_\_\_\_\_ factors that influence a search engine's algorithm and what placement a website will rank for with a particular keyword. Selected Answer: Answers: a. 100 b. 20 c. 200 d. 5
c.
200
Why is SEO getting harder to do? Selected Answer: Answers: a. it can be considered spam b. it only works if done using social media c. in many categories maps, ads, reviews take up "above the fold" space d. can cost a lot for each click if no conversions result
c.
in many categories maps, ads, reviews take up “above the fold” space
Which of the following is an example of vertical search?
Selected Answer:
Answers: a.
Image search
b.
Other platforms that have some search functionality such as Facebook
c.
a website’s internal search
d.
Results that appear in vertical order vs. horizontal
a.
Image search
Which of the following keywords is a good example of a long tail search? Selected Answer: Answers: a. "buy organic food plano" b. "buy" c. "organically buy" d. "buy now"
a.
“buy organic food plano”
Brand advertising can best be characterized as _______________.
Selected Answer:
focused on increasing awareness and interest
Answers: focused on mobile
focused on increasing conversions
focused on increasing CTR
focused on increasing awareness and interest
Which is NOT a key localization driver? Selected Answer: Answers: Local reviews directories behavorial factors PPC ads
PPC ads
in Google Adwords, your campaign structure is to a great extent driven by which of the following?
Selected Answer:
Your website’s categories structure
Answers: Amount being bid for each click
Number of products you have
If paying based on per click vs for impressions
Your website’s categories structure
AdSense can best be described as _______________.
Selected Answer:
Answers: SEO
YouTube advertising
behavioral display ads
advertising in the Google display network
advertising in the Google display network
Programmatic can best be described as \_\_\_\_\_\_\_\_\_\_\_ Selected Answer: Answers: Real time ad auctions Computer programmed ads Weather driven ads personalized ads
Real time ad auctions
Under the 40/40/20 rule, which element is the least important? Selected Answer: Answers: All are equally important Target audience or list Creative The offer
Creative
The main goal in ad copywriting is to focus and list your product features
Selected Answer:
False
Answers: True
False
The Quality Score is determined by all of the following except for the \_\_\_\_\_\_\_\_\_. Selected Answer: Answers: Keyword CTR Landing page relevancy Bid amount Ad text relevancy
Bid amount
Native ads can best be described as _________________
Selected Answer:
Answers: another word for Google display ads
those ads which match the editorial content they appear next to
those a company places on their own website
Ads referring to a certain type of content native to that country
those ads which match the editorial content they appear next to
Which use case does VR have an edge over AR in? Selected Answer: Answers: a. Retail sales b. Therapeutic role playing c. Driving assistant-windshield d. A guide while operating on humans
b.
Therapeutic role playing
In remarketing what do you do? Selected Answer: Answers: a. Ask them to opt-in to your email newsletter b. Reactivate former customers c. Show those who visited your website ads at a future time and place d. Follow up with a call or visit
c.
Show those who visited your website ads at a future time and place
A Facebook custom audience is not the same as a Look alike audience Selected Answer: Answers: True False
True
What is the best definition of Augmented reality Selected Answer: Answers: a. simulation of real images b. Live video c. Overlaying data on live images d. Augmented audio sounds
c.
Overlaying data on live images
What does a DMP do? Selected Answer: Answers: a. a website's consumer database b. creates blockchains c. automatically bids for ads d. collects, categorizes and analyzes large volumes of data
d.
collects, categorizes and analyzes large volumes of data
3-D printing has what marketing application/use case? Selected Answer: Answers: a. Rapid prototyping b. Cost efficient printing c. Gaming d. Augmented reality
a.
Rapid prototyping
Which technology might finally allow advertisers the possibility to scale and pay consumers to view their ads? Selected Answer: Answers: a. PPC b. users geo-location using GPS c. Big data d. Blockchain
d.
Blockchain
Google display has much better targeting data than other platforms such as Facebook
Selected Answer:
False
Answers: True
False
Which best describes the definition or concept of an audience in digital marketing?
Selected Answer:
Answers: a.
real time segments
b.
demographics
c.
those willing to listen to your marketing message
d.
users living in a certain geographic location
a.
real time segments
