Digital marketing/SEO-Intro & Tracking& measuring marketing efforts

Question 1

SEO stands for

Answer 1

Search engine optimization

Question 2

Who do you have a higher probability of selling to?

Answer 2

Existing customers

Question 3

What does AIDA stand for?

Answer 3

Awareness, Interest, Desire, Action

Question 4

True or False: Social Media leads are of higher quality than Google Search leads

Answer 4

False
Search Engine Marketing will produce higher quality leads due to people actively searching for a product/service within search engines, as opposed to social media where the advertising is “forced upon” a consumer.

Question 5

To install Google Analytics, you need to put the tracking code before the

Answer 5

Closing head tag

Question 6

True or False

Brands without a sales funnel are not successful

Answer 6

False

There are many successful brands without a sales funnel, however, it is harder for them to plan and troubleshoot.

Question 7

Why do we need to gather data?

Answer 7

1. To understand who our buyers are

2. To optimize our marketing efforts

Question 8

UTMs -Urchin tracking modules

Answer 8

help track all marketing efforts

Question 9

True or False

The conversion rate is the most important metric to monitor.

Answer 9

False
It should always be monitored in conjunction with other metrics, e.g. CPCs. If your CPCs increase and CR remains the same, you will pay a higher CPA/CPL/cost-per-sale

Question 10

When you’re selling a product or service the most important point to consider is?

Answer 10

That you add value and have a clear USP (unique selling proposition)

Question 11

When you are considering your sales funnel you should consider the following;

Answer 11

1. Being mobile-friendly
2. Speed of your site
3. The user experience
4. Search Engine Optimisation

Question 12

Different attribution models mean that you may see:

Answer 12

Differing results between platforms or analytics tools

Question 13

Which is NOT an element of a UTM tag

Answer 13

Budget

Elements of a UTM tag are

1. Source
2. Medium
3. Name

Question 14

In performance marketing, which objectives would “click” most suit?

Answer 14

Traffic to site, Awareness, Branding

Question 15

Which of these fall under “Media Buying” options?

Answer 15

● CPC - cost per click
● CPM - which is cost per 1000 impressions. The M comes from mille, which is
Latin for 1000.
● CPV - cost per view, and that is specifically referring to videos and video ads.
● CPA - cost per acquisition
● CPL - cost per lead
● CPE - cost per engagement

Question 16

“Ad recall” is a metric available on

Answer 16

Facebook

Question 17

Which one of these is NOT an available report in Google Analytics?

Answer 17

Brand affinity is not available 
What is available is:
1. Acquisition
2. Audience
3. Real-time

Question 18

ROAS stands for?

Answer 18

Return On Ad Spend

Question 19

Why is it a good idea to have a sales funnel?

Answer 19

1. Allows planning of bringing in traffic
2. Assists with managing and nurturing leads
3. Shows you how you will convert leads into customers

Question 20

True or False

Display campaigns are only for placing image ads on other websites

Answer 20

False

You can also add text ads which can be very effective!