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Digital Marketing Exam 1 > Exam 1 > Flashcards

Exam 1 Flashcards

1
Q

What is a cookie?

A

small bit of info a website stores on your computer. When you revisit website, browser sends info back to the site. cookie design to remember + tell useful information about you.

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2
Q

What are the primary objectives of a website?

A

-Earn money through online sales, advertising, commissions, subscriptions.
-Support a cause
-Provide customer support
-Provide information to generate/support
offline sales

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3
Q

How do you measure the success of a website?

A
  1. Generating traffic
  2. Driving conversions
  3. Generating revenue
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4
Q

What is direct traffic?

A

visits that results from typing the
URL directly into the browser

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5
Q

What is paid referral traffic?

A

It comes from ads that a website has paid to display
on other websites

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6
Q

What is paid search traffic?

A

comes from ads on the search engine results page

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7
Q

What are the primary conversions for different types of websites?

A

-A conversion is a target action you wish visitors to
make

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8
Q

What are the different design frameworks?

A
  1. Design for Usability
  2. Conversion-Centered Design
  3. Three Questions
  4. Segments
  5. Mobile first
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9
Q

What is A/B testing? How does it work?

A

When you change a individual variable in your campaign to test which one does better

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10
Q

What are trust symbols? Why are they used?

A

Return gurantee
USDA Certfied
Organic
Lots of Followers

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11
Q

What are the different types of landing pages?

A
  1. Single-Product Landing Page
  2. Multiple Product/Category Landing pages
  3. Lead Generation Landing Pages
  4. Subscription Landing Pages
  5. Long Copy Landing Pages
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12
Q

What are the different types of metrics?

A
  • Pageview (hit)
  • Session (visit)
  • User (unique visitor)
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13
Q

What is a conversion funnel?

A

The conversion funnel
divides the purchase
procedure into steps to
allow the web team to
determine where in the
process consumers are
abandoning the procedure

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14
Q

What is channel analysis?

A

Is when you analyze KPIs by the different avenues of marketing to decide which ones to improve on and to use

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15
Q

What is segmentation is analytics?

A

Any method of dividing website visitors into groups that differ in a meaningful way.

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16
Q

What are the different attribution methods?

A
  1. Last-click attribution
  2. Linear attribution
  3. Time-decay attribution
17
Q

What is on-site SEO?

A

The set of procedures that are implemented to maximize the number of visitors to a particular
website. appear high on search engine

18
Q

What are the most important principles of on-site SEO?

A
19
Q

How do you maximize relevance?

A

Keyword Usage
Consistency
popularity

20
Q

Where should keywords be used on the website?

A

3-5% of word count
Through out entire website

21
Q

What is keyword stuffing?

A

Simply Filling your webpage with so many “keywords” just to boost rankings.

22
Q

How do you choose appropriate keywords?

A

– Relevance
– Traffic
– Competition
– Current ranking

23
Q

What issues can lead to poor ranking?

A

High Bounce Rate

24
Q

What is off-site SEO?

A

techniques to increase the popularity of a website

25
Q

What are no-follow links?

A

links that instruct search engines that the link is not an endorsement

26
Q

What are the metrics that determine popularity of a website?

A

of backlinks
backlinks from relevant sites
Anchor Text

27
Q

What are the different types of links?

A

-Natural outbound
links
-Natural internal links
-Paid links

28
Q

What links hurt and which help?

A
29
Q

What is link-bait content?

A

-It is the process of creating content designed to
attract backlinks
-controversial content,
expert opinion, data, infographic

30
Q

What is PPC advertising? How does it work?

A

an internet advertising model in which advertisers pay a fee each time one of their online ads is clicked

31
Q

What are the different types of keyword matching?

A
  • Exact match
  • Phrase match
  • Modified broad match
  • Broad match
32
Q

What are other selection factors?

A
  • Geography
  • Device type
  • Timing
  • Language
33
Q

What are the key elements of an ad copy?

A

-Final URL (not shown in ad)
-Headlines
-Path (display URL)
-Description
-Ad extensions

34
Q

What are the elements of a high performing ad?

A
  • Keyword relevance
  • Enticing and unique value proposition (UVP)
  • Obvious call to action (CTA)
  • A/B testing
35
Q

unpaid referral traffic

A

It comes from links on other websites that
are not paid for

36
Q

unpaid search traffic

A

comes from organic search results on the search engine

37
Q

what are the 3 question to ask when building a website?

A
  • What are you offering?
  • Why should I pick you?
  • What do you want me to do next?
38
Q

what are KPIs

A

Key Performance Indicators-
metrics the website considers to be the most important measures of its success

Digital Marketing Exam 1 (1 decks)

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