DM/SEO- Free digital marketing option & the world of Google ads

Question 1

What is the activity of posting two different versions of an advertisement, web
page, or email to a segment of users for the purpose of seeing which performs
best?

Answer 1

A/B testing

Question 2

True or False

Keyword-level URLs override Ad-level URLs

Answer 2

True

Explanation: If you have included a URL on Keyword level, it will override the URL included in the
Ad. To ensure accurate analysis and avoid mistakes, include your URL on Ad level only.

Question 3

Select the two On-Page SEO ranking factors you see below:
 A. Content
 B. External links
 C. Title Tags 
 D. Image size

Answer 3

1. Content
2. Title Tags

Explanation: On-Page SEO ranking factors include Content, Title Tags, Meta Tags, URLs, and Alt
Text.

Question 4

What is the “engagement rate” on Facebook?

Answer 4

The number of engagements divided by the reach of an ad

Explanation: It is a simple calculation, taking the number of engagements on Facebook divided by
the number of people your ad reached. These metrics and more are viewable in your Facebook
Business Manager

Question 5

In a Google Search campaign, what would you find in an Ad Group?

Answer 5

1. Ads
2. Keywords
3. Audiences

Question 6

What does a sitemap tell search engine crawlers?

Answer 6

How often your content is updated.

Explanation: A sitemap tells crawlers how often your content is updated. To boost chances of
crawlers indexing your site again, submit a new sitemap each time you update content.

Question 7

True or False

Keywords in your Google Search campaigns don’t pick up plurals or misspellings

Answer 7

False

Keywords do pick up plurals and misspellings, even exact match keywords.

Question 8

What is a “Placement” referring to in a Google Display campaign?

Answer 8

A website your ad will appear on.

Question 9

What is the maximum number of characters allowed in the headline of a Google
text ad?

Answer 9

30

Explanation: Each headline can be a max of 30 characters. Depending on whether it is a
standard, extended or responsive text ad, you can add up to 15 headlines but a maximum of 3 of
those headlines will only ever appear in an ad at a time.

Question 10

Select all the Google Ads Extensions you see:
A. Sitelinks 
 B. Location 
 C. Promotion 
 D. Structured Snippet

Answer 10

All the above

Question 11

What should the maximum length of your website page Title Tag be?

Answer 11

50 - 60 characters

Explanation: 50 - 60 characters is the recommended maximum length to avoid Search Engines
cutting off (truncating) your Title.

Question 12

True or False
A “conversion window” refers to the average number of days a person takes to
perform the desired action

Answer 12

True

Explanation: True. A conversion window is the average number of days it takes between someone
clicking/viewing your ad and performing the desired action. E.g. submitting a lead, making a
purchase

Question 13

Define “Alt text”

Answer 13

Describes the appearance of images on a website

Question 14

True or False

You don’t need a Facebook profile in order to create a Facebook Page

Answer 14

False

Explanation: You need a Facebook profile in order to create a page. Many people choose to
create a separate, business profile instead of using their personal one.

Question 15

True or False

Website Meta-Tags are a direct contributing factor in SEO ranking

Answer 15

False

Explanation: Meta-tags contribute to the CTR of your web pages and higher volume can influence
your SEO ranking, but including a Meta-Tag description is not a direct contributor.

Question 16

What “Professional Account” options are there on Instagram?

Answer 16

Creator and Business

Question 17

Define the “phrase keyword” match type:

Answer 17

Search terms must match the words and their order in your targeted keyword, but any other
terms can appear before or after it.

Explanation: E.g. phrase keyword “red shoes” would pick up the search of “buy red shoes online”
but not “buy red platform shoes online”

Question 18

How does the “position-based” attribution model assign credit to clicks?

Answer 18

40% each to first and last clicks, and 20% to clicks in between

Explanation: 40% each to first and last clicks and 20% to clicks in between. Attribution models do
not only relate to Search campaigns, and if clicks are given equal credit it is a Linear attribution
model.

Question 19

What does the “Keyword Ad Customiser” change in your text ads on Google Ads?

Answer 19

If a search term is short enough, the ad customizer will insert the search term into your ad.

Explanation: If the search term does not go over the character limit of where you have placed the
customizer, it will appear in your ad.

Question 20

When creating a lead form on Facebook, what does selecting the “Higher Intent”
option mean?

Answer 20

It adds a “review” step to the form for people to confirm and submit their info.

Explanation: Higher Intent adds a review step to your lead form. This additional step makes
people stop and think about whether they want to proceed.