Practice Questions Flashcards by Gem Shuffla

When you search on Google for “gift ideas”, what are you searching?

A
The entire internet to find the pages that includes those terms most often

B
Google’s index to find every page relevant to those terms

C
Your browsers history plus Google’s index to find every page that includes those terms

D
The entire internet overlaid with a location or source filter to find the pages that includes those terms

Google’s index to find every page relevant to those terms

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When you search on Google, how does Google determine what pages to include on the SERP and in what order to display them?

A
It includes all results in the order of most popular to least popular

B
It selects the 200 most visited web pages

C
It looks for more than 2000 keywords

D
It compares all web pages against more than 200 metrics

CONFIRM

It compares all web pages against more than 200 metrics

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Search engines find as much information on the internet as they can to compile the SERPs. What do they use to do this?

A
Word of Mouth

B
Heading Tags

C
Bots/Spiders/Crawlers

D
Creepy Crawlers

Bots/Spiders/Crawlers

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What is a Search Engine?

A
Search Engine Marketing

B
A Social page to help people connect

C
Hardware system designed to manage data

D
Software system designed to search for information on the web

Software system designed to search for information on the web

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Your client has ask you to pay Google to boost the performance of your insurance client’s organic search results. To help offset the premium cost of keywords in this highly competitive category, do you …?

A
Suggest paying a premium to Google to add your site to Google’s index

B
Advise your client that organic search results can only be improved by paying Google to update your site in Google’s index more frequently

C
Suggest paying a premium to Google to improve your site’s organic ranking in Google’s index

D
Advise your client that organic search results cannot be improved by paying Google

Advise your client that organic search results cannot be improved by paying Google

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Searchers want to discover content that will answer a need or want that they have. There are a variety of search/discovery engines to choose from, which of the following are NOT recognised as search engines?

A
Facebook

B
Instagram

C
Google

D
Apple

D. Apple

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What does SERP mean?

A
Search Engine Ranking Portal

B
Social Engagement Ranking Page

C
Search Engine Results Page

D
Search engagement Ranking Performance

Search Engine Results Page

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What is the definition of Internal Linking?

A
A word or phrase that describes the content of an image

B
A program that browses and indexes content on the internet used to help search engines

C
The experience of a user

D
Is a link that points to a resource found on the same website that the link is found on. A link from one URL on your page to another.

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What is Metadata?

A
Increasing the percentage of visitors to a website that convert into customers

B
A snippet of text in a web page’s code that describes the content of the page

C
A word of phrase that describes the content of an image

D
The experience of a user

A snippet of text in a web page’s code that describes the content of the page

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How would you describe ALT Text?

A
A word of phrase that describes the content of an image

B
A snippet of text in a web page’s code that describes the content of the page

C
A program that browses and indexes content on the internet used to help search engines

D
Increasing the percentage of visitors to a website that convert into customers

A word of phrase that describes the content of an image

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What are the SEO Ranking Factors used to optimise your client’s web page?

A
On-site, Off-site, Coding, Relevancy

B
Keyword research, share of voice, content analysis, backlink analysis

C
Technical, Quality, Authority and Experience

D
UX, Influencers, Technical, Format

Technical, Quality, Authority and Experience

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Which of the answers would you recommend focusing on in order to improve the technical performance in Search for your clients’ website

A
No duplicate content and accessible sitemap

B
Number of pages in the website

C
Volume of keywords

D
Conversion Rate Optimisation

No duplicate content and accessible sitemap

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There are multiple factors that influence the way a search engine ranks your client’s pages. Which of the following are some factors that have an influence on generating the best SEO results?

A
The number of images and relevancy

B
Content quality, authority and website technical development

C
The popularity of the brand and the website technical development

D
The popularity of the brand and the average historical conversion rate

Content quality, authority and website technical development

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Determining a clear picture of the type of consumer for your website is important. What are some of the main profile tasks?

A
Search console analytics, Google

B
Instagram and Nielsen

C
Market research, keyword research

D
Data gathering and sales reports

Market research, keyword research

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Google’s keyword planner tool helps to determine:

A
Which website to backlink

B
Which keywords should be targeted on the website, on the pages and in the content

C
Which competitors to avoid

D
Which competitors to replicate

Which keywords should be targeted on the website, on the pages and in the content

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QUESTION 1 OF 3
What are three things that search engines can see on a website?

A
Links, Design and Text

B
Text, Images and Encrypted Data

C
Text, Links and Code

D
Login details, Images and Video

Text, Links and Code

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Backlinks are links to a website from another website. It is important to build authority, how can this be created?

A
Update content annually

B
Create images

C
Homepage banner ads

D
Write articles, create graphics and/or newsworthy content

Write articles, create graphics and/or newsworthy content

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What are some key elements of the perfect website landing page, that need to be optimised?

A
Competitors pages, Metrics, Keywords

B
Internal linking, Headings, and Meta Data

C
URL, Backlinks, KPIs

D
Backlinks, Outbound Links and Ad Groups

Internal linking, Headings, and Meta Data

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Content should always …

A
Educate, activate and prominently show the brand.

B
Activate, entertain and align with lean production principles.

C
Entertain, educate and be able to be produced at low cost.

D
Be relevant, valuable and drive a desired consumer response.

Be relevant, valuable and drive a desired consumer response.

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You are asked to describe what Content Marketing is to a client, which of the below is the best response?

A
A form of marketing focused on creating, publishing and distributing relevant and useful content to a target audience online

B
A creative execution

C
The environment that an ad is placed in

D
A form of marketing that provides consumers with entertaining content at a low cost

You are asked to describe what Content Marketing is to a client, which of the below is the best response?

A
A form of marketing focused on creating, publishing and distributing relevant and useful content to a target audience online

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You have negotiated an opportunity for your clients product to be used in the bathroom cabinet on the Neighbours set. When presenting this to the client, you would be recommending which form of content marketing?

A
Experiential

B
Product Placement

C
Advertiser funded programming

D
Branded entertainment

Product Placement

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If Push communications are usually price promotion ads, educational materials, and advertorials, what is considered Pull communications?

A
Branded experiences

B
Highly engaging and entertaining content

C
Content of high interest to your audience

D
All of the above are correct

All of the above are correct

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In the context of digital content, which of the following best describes what a forum is?

A
An online working group recruited to trial products

B
An area on a website dedicated to user conversations

C
A platform to download information

D
An expert discussion panel

An area on a website dedicated to user conversations

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Of the following, which is NOT a form of User Generated Content?

A
Instagram video by an Influencer

B
Branded video using a celebrity

C
An instructional video uploaded by a fan

D
Adventure (not branded) holiday video posted on Facebook

Branded video using a celebrity

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What types of content would be classified as image content? A Music, interview, podcasts B eDM, blogs, case studies C Infographic, image galleries D Events, trailers, videos

C Infographic, image galleries

What are the challenges of distributing content in Paid media? A Cost of investment B Lower engagement C Declining response rates D All of the answers are correct

D | All of the answers are correct

Which statement is correct? Advertiser funded content is … A Owned content, funded by a third party B Earned content, shared on Facebook C Content activated on a brands website D Paid content and a partnership between a media owner/publisher and advertiser

D Paid content and a partnership between a media owner/publisher and advertiser

You are asked for an example of experiential content, which of the following could you use? A Billie Eilish fan content B Viral clip of recent event (e.g. Music Festival) C Snapchat story featuring makeup activation D All these answers are correct

D | All these answers are correct

Which of the following best describes the benefits of Earned media? A Impartiality and authority B Control C Negative responses D Ability to measure

A | Impartiality and authority

Which statement is true? A weakness of Earned content is … A The guaranteed audience reach B Controlling the message C Authority from an engaged audience D Audience can opt in

B | Controlling the message

Earned content is... A Publicity and praise gained without incentives or payment, although boosting via paid media is generally required to kick-start exposure. B A series of audio or video content. C Advertising activity purchased by the company. D Content created by a company.

Publicity and praise gained without incentives or payment, although boosting via paid media is generally required to kick-start exposure.

A chocolate manufacturer is launching a new 'limited edition' flavour and their campaign objective is to drive trial. Which of the following would you choose as the best way to meet these objectives? A Send samples of the product out to key influencers for social media B Create a branded entertainment film about the new flavour C Create an education video about how the chocolate is made on Snapchat D Stage an experiential event with a high profile chef and amplify on their social channels

A | Send samples of the product out to key influencers for social media

Which statement is true? Shared content advantage is … A Controlling the message B Engagement and advocacy C Delivering negative responses D Delivering expensive cost and low reach

B | Engagement and advocacy

Delivering high organic reach for your branded content on Facebook is... A Less likely due to Facebook's algorithms B Always possible as content will go viral C Possible, due to Facebook's algorithms D Possible via influencers

A | Less likely due to Facebook's algorithms

Owned Content Advantages

1. Control 2. Cost efficiency 3. Longevity 4. Versatility 5. Niche audiences

Owned Content Disadvantages

1. No guarantees; difficulties in establishing audience 2. Company communication not trusted; might need to put effort into earning positive exposure 3. Takes time to scale; the company will need to rely on paid amplification at first

If you were to develop a piece of your own content, which distribution channel would you use? A Catch up TV B Digital OOH C Publisher website D Your Website

D | Your Website

You are using your own channels to achieve your objective of building longer term relationships with customers. On top of your Owned media you are putting more effort into encouraging positive Earned media exposure. Why is this? A It can be hard to measure and manage Owned media in isolation B Owned media costs and results can be restrictive depending on your budget C Consumers can mistrust information coming directly from a company/brand D Earned media is necessary to deliver the best scale

C | Consumers can mistrust information coming directly from a company/brand

Which of the following is the best example of owned media? A Company blog B Influencer C Paid search ads D Display ads

A | Company blog

You are developing a Content Marketing campaign for your insurance client. Once you've identified the objectives and success metrics, what do you do next? A Determine where your audience consumes content and on what platform B Understand who your audience is C Determine what content your target consumes and when they desire it D Determine how you will measure success - sales, page views etc

B | Understand who your audience is

Your client has asked you to develop a content marketing strategy for their brand. Which of the below describes an approach for ensuring a fully integrated strategy? A MREC, Billboard, Skyscraper B Paid, Earned, Shared and Owned C Video, Native, Infographic D Facebook, Wordpress, Instagram

B | Paid, Earned, Shared and Owned

When thinking about tactics to share your content, which is the correct method of distribution? A Amplification B Influence C Boosting D All of the above are correct

D | All of the above are correct

In an ideal world, when creating content which of the below is the best approach? A Utilise existing TVC B Repurpose existing TVC C Tailor content for device, audience, platform D Always create a 60sec version of the TVC

C | Tailor content for device, audience, platform

What are the four key elements to consider when developing the creative/content? A If the creative/content is to be produced in-house, outsourced, hybrid or UGC B Authenticity, be dynamic and relevant, quality expectations and use more than just one creative C Budget, location, clients preferred production suppliers and procurement requirements D Clients global production standards, preferred production suppliers, budget and media agency

B Authenticity, be dynamic and relevant, quality expectations and use more than just one creative

The three main options for producing content are: A Briefing the TV networks, In house and outsourced B Quality, quantity and efficiency C Tailoring content, outsourced and briefing a supplier D In house, outsourced and/or hybrid

D | In house, outsourced and/or hybrid

Programmatic enables a highly targeted audience at scale, what is one of the advantages? A Ability to reach some consumers at the right time with a message B Delayed campaign delivery C Improved campaign performance outcomes D Mass remnant inventory

C | Improved campaign performance outcomes

Programmatic is … A The digital marketplace that connects the buy and sell sides B Automated buying and selling of inventory, in real time using data and technology C The technology that enables the selling of digital ad impressions in automated auctions D Is a collection of data, that can be organised and activated.

B | Automated buying and selling of inventory, in real time using data and technology

To achieve results, Programmatic needs … A People, an agency and creative B People, data and money C People, technology and data D People, impressions and inventory

C | People, technology and data

Is this statement true or false? Programmatic is where the client/agency picks users and inventory based on campaign objectives. A True B False

A | True

Is this statement true or false? Programmatic accepts all (creative) formats. A True B False

B | False

Is this statement true or false? Programmatic means you can purchase across a total market and multiple publishers. A True B False

A | True

Programmatic is not only revolutionising digital channels with the capability of TV and Outdoor now also being traded this way. Which of the following is LEAST likely to be traded this way in the future? A Wearables B Smart devices C Radio D Events and activations

D | Events and activations

Which of the channels below CANNOT currently be traded programmatically? A Cinema B Display C Native D Online video

A | Cinema

Programmatic has evolved beyond simply being a way to purchase remnant publisher inventory. Which of the below is most true? A Programmatic utilises rich data to reach target audiences wherever they are on the internet including on premium placements. B It is still not possible to guarantee inventory programmatically, all buying still occurs via an auction. C Activating brand campaigns in programmatic channels remains challenging. D All of the above

A Programmatic utilises rich data to reach target audiences wherever they are on the internet including on premium placements.

A demand-side platform (DSP) sells inventory on behalf of publishers across the internet. A True B False

B | False

A data management platform (DMP) helps you evaluate audience data by … A Conducting lookalike modeling B Forecasting available impressions C Segmenting users D All answers apply

C | Segmenting users

Which statement is correct? A The Ad Exchange is the digital marketplace that connects the buy and sell sides B The Ad Exchange gives media buyers access to multiple inventory sources and data C The Ad Exchange is the technology that enables the selling of digital ad impressions D The Ad Exchange is a data store and exchanges first and second party data

A | The Ad Exchange is the digital marketplace that connects the buy and sell sides

Programmatic offers many benefits, within the marketing discipline. Which statement is NOT true? A Data driven targeting B Personalised messaging C Broad site buys and mass reach D Can reach audience at scale

C | Broad site buys and mass reach

Programmatic creates efficiencies for many stakeholders in the supply chain. For advertisers and agencies, specifically, what is one of the key benefits? A Simplified reporting across channels B Access to inventory at cheaper cost C Ability to reach the right audience at the right time with the right message D All of the above

D | All of the above

Much of programmatic buying is based on auctions and real time bidding (RTB). Which buy types represents this model? A Programmatic Direct B Private Marketplaces C Closed Marketplaces D Insertion Order

B | Private Marketplaces

Of the following four bids made in an auction, who would win the impression based on the below? A Your bid is $7.25 B Competitor A bids $5.25 C Competitor B bids $7.45 D Competitor C bids $6.00

C | Competitor B bids $7.45

Which buy types require RTB (Real Time Bidding) pricing? A PMP (Private Market Place) and OM (Open Marketplace) B PMP (Private Market Place) and IO (Insertion Order) C OM (Open Marketplace) and PD (Preferred Deal) D OM (Open Marketplace) and Programmatic Direct/Guaranteed)

A | PMP (Private Market Place) and OM (Open Marketplace)

Process of measurement for Programmatic | - insights can be applied across entire business

1. Identify and set KPIs upfront 2. 3rd Party Measurement vendors set-up to support 3. Optimisation to KPIs; if not on track optimise to improve results 4. Analyse Success 5. Apply Learning

KPIs for awareness

- Viewability - Reach - Brand lift - Impressions

KPIs for consideration

- Completed video views - Engagement rate - Clicks / CTR%

KPIs for conversion

- Conversion Volume - Conversion rate % - Sales/Revenue - App Install

(Programmatic) Measurement and verification using 3rd part providers to check:

- KPIs; were your communication goals met? - Audience Measurement; did it reach the right person? - Geo targeting; did it appear where you intended? - Viewability; was the ad seen? - Brand safety and suitability; was it placed in a safe environment? - Fraud detection; helps understand invalid and non-human traffic

Sales are low in Brisbane. You could optimise the programmatic campaign based on location. A True B False

A | True

Your insurance client has five creative executions. One offer of a personal assistant is delivering more enquiries. You optimise based on reach and frequency. A True B False

B | False

Your client has requested a recommendation on IAB accredited third party viewability partners, who would these be? A Sizmek B Roy Morgan data C IAS and Moat D None of the above

C | IAS and Moat

At what stage of the campaign should Measurement be evaluated? A At the end of the campaign once complete. B At the beginning and end of the campaign. C Through every step of the campaign process. D In the middle of the campaign.

C | Through every step of the campaign process.

Which statement is NOT TRUE when reviewing the strengths of Digital Measurement? A Provide granular and direct insights into consumer behaviour. B Provide linear Reach and OTS (Opportunity To See) analysis only. C Allows you to optimise and take immediate and effective action to resolve issues. D Opportunity to interrogate and analyse the results to see if it was seen by the right people.

B | Provide linear Reach and OTS (Opportunity To See) analysis only.

The purpose of Measurement is to evaluate a campaigns performance. Which statement is NOT TRUE? A Measurement can only be done at the end of the campaign B Evaluate the campaign performance throughout the campaign. C Evaluate delivery of KPIs during the campaign. D Evaluate the campaign objectives throughout the campaign.

A | Measurement can only be done at the end of the campaign

PI's are the most important metric in understanding a campaign's success. What is the definition of a KPI? A KPI is a Key Performance Indicator and demonstrates how effectively a campaign is achieving its business objectives. B KPI is Key Performance Information and is based on Creative data. C KPI is Key Product Information and is based on Content served. D KPI is Key Performing Impressions that are served during the digital campaign.

A | KPI is a Key Performance Indicator and demonstrates how effectively a campaign is achieving its business objectives.

Which is NOT a KPI for a Direct Response campaign? A Website visit B Sales of product C Brand health D Enquiries online and by phone

C | Brand health

A travel agency needs to launch a special travel package in a short time. Their objective is to drive awareness. What KPI would you use to measure this campaign? A Reach B Sales C Reach and Frequency D Traffic

C Reach and Frequency I guess Frequency so they're aware of the campaign as well

What is a bounce rate? A The percentage of a given pages visitors who exit without taking an action on the page or website. B The percentage of a given pages visitors who viewed the page or website. C The percentage of a given pages visitors who viewed the page on a mobile. D The percentage of a given pages visitors who viewed the page or website via a geographic location.

A | The percentage of a given pages visitors who exit without taking an action on the page or website.

Which statement is correct for Brand Safety? A Brand Safety is minimising the risk of an ad appearing in a context that can damage the advertisers brand. B Brand Safety is the restriction of the use of second or third party measurement. C Brand Safety is the total amount of ads on your campaign that were served in non-safe environments. D Brand Safety is the measurement of placement of your ad on a platform.

A | Brand Safety is minimising the risk of an ad appearing in a context that can damage the advertisers brand.

There are a number of planning tools to measure site ratings and traffic. Which is NOT a tool for this purpose? A Nielsen B ComScore C OzTam D Roy Morgan

D | Roy Morgan

Which statement is NOT TRUE of Nielsen Digital Ad Ratings (DAR)? Their purpose is: A To track who the ad is reaching. B To track if my ad is being seen. C To measure ad audience delivered on each device. D To track offline consumer behaviour.

D | To track offline consumer behaviour.

Which statement is TRUE when using Nielsen Digital Content Ratings data? A Provides daily, weekly and monthly data across desktop, smartphone and tablet for both browsers and apps. B Provides data on digital behaviour. C Provides data to track who the ad is reaching. D Provides data to track if your ad has been seen.

A Provides daily, weekly and monthly data across desktop, smartphone and tablet for both browsers and apps. Because it's not about the environment

There are some areas where viewability cannot be measured. Which statement is TRUE and is not a limitation? A Some mobile apps – due to the lack of standardisation. B Some formats such as a roadblock - one ad will appear at the top of the page and or one on the side. C The user has downloaded ad-blocking software. D The ad has 100% viewability.

D | The ad has 100% viewability.

What are the biggest concerns for marketers? A Viewability, Brand Safety and Ad Fraud B Transparency of Client/Agency Relationship C Google/Facebook duopoly and Ad blocking D Impact of e-Commerce on retail and Budget changes

A Viewability, Brand Safety and Ad Fraud Old - in 2017

You have agreed with your Telco client that you require 84% viewability. You have served 22,000 impressions however only 76% of those impressions can be measured. How many viewable and measureable impressions do you have? A 14,045 B 18,480 C 16,720 D 12,040

A 14,045 76% of 22,000 Then 84% of answer

Which scenario is a good example of a 'Brand Appropriate' placement? A 4WD Jeep ad on the 'Life Off Road' website B Craft beer ad on news content featuring alcohol abuse C Baby formula ad on news content featuring hate speech D Airline ad on news content featuring air crashes

A | 4WD Jeep ad on the 'Life Off Road' website

When identifying Brand Safety methods, which statement is NOT TRUE? A Keywords are a way to analyse Brand Safety. B Brand safety is all about the URL. C Links and being able to identify which site a user would be directed to after clicking on a link. D Metadata - keywords and other indicators in the site code that do not appear on the page itself to indicate the type of content.

B | Brand safety is all about the URL.

Hygiene and Media Quality are important to ensure clean impressions. Which is an example of Ad Fraud? A Ad viewability B Bot traffic C Human traffic D Brand safe

B | Bot traffic

Which of the following is another example of Ad Fraud? A Serving ads on a site other than the one provided in an RTB request. B Delivering pre-roll video placements in display banner slots. C Hiding ads behind or inside other page elements so they can't be viewed. D All of the above.

D | All of the above.

According to a recent survey, how many 'connected' devices does an average Australian individual own? A 3 B 2 C 2.5 D 3.5

C | 2.5

Performance evaluates whether the publisher has helped you meet your campaign performance objectives. Which is not a performance measurement? A Cost per unique reach B Validation of impressions C Return on ad spend D Cost per conversion

B | Validation of impressions

What is the main purpose of Nielsen Ad Ratings? A To see what % of the ad is seen by the target audience. B To measure the effectiveness of each device. C To validate if the ad is being seen. D All of the above.

D | All of the above.

Cookies are the most commonly used measurement technology but there can be challenges. Which statement is an example of these challenges? A They can only measure at the user level. B The Ad Server has a single view of the user journey across all the devices they are logged onto. C They only measure at the browser level, not the user level. D All of the above.

C | They only measure at the browser level, not the user level.

What is currently the most common type of Attribution model used to record conversions for a direct response campaign? A Social interaction attribution B Last touch attribution C Revenue model D First touch attribution

B | Last touch attribution

Sizmek provides measurement and verification for: A Ad Serving, Viewability and Fraud Detection B Ad Serving, Ad Blocking and Viewability C Ad Serving, Viewability and Audience Verification D Ad Serving, Viewability and Brand Safety.

A | Ad Serving, Viewability and Fraud Detection

Nielsen provides measurement and verification for: A Ad Serving and Viewability B Ad Blocking and Viewability C Viewability and Audience Verification D Viewability and Brand Safety

C | Viewability and Audience Verification

Which statement is NOT considered a Best Practice for Live Campaigns? A Seek out new insights to share with your client. B Analyse the data at the end of the campaign. C Check your numbers and check them again. D Wherever possible, use a dashboard to share data with your client.

B | Analyse the data at the end of the campaign.

It is important to manage client expectations before the campaign has begun. Which statement is NOT a KPI best practice? A Confirm agreed KPI views and include on the IO. B Change the KPI during the campaign if underperforming. C Maintain good communication on KPI tracking with the media partner.

B | Change the KPI during the campaign if underperforming.

You are selling tickets to a music festival on your website. You have spent $25,000 and sold 312 tickets. What is your CPA? A $80.13 B $8.01 C $801.30 D $0.80

``` A Total spend ($25,000) divide by sales (312) = CPA $80.13 ```

How many sales did a campaign deliver if the cost of the campaign was $80,000 and the CPA was $8? A 6,400 B 10,000 C 100 D 640

B. 10,000 Total spend (80k) divided by CPA (8) = 10,000 sales-

Your client ran a digital campaign with Flight Centre and served 80,000 impressions and received 10,000 clicks. What would your CTR be? A 80% B 8% C 125% D 12.5%

D 12.5% Total clicks (10,000) divided by Impressions (80,000) x 100 = CTR 12.5%

What is the formula for calculating CPV? A Ad Views multiplied by Total Ad Spend B Total Impressions divided by Total Ad Spend C Total Ad Spend divided by Total Ad Views D Total Ad Spend divided by Total Impressions

C | Total Ad Spend divided by Total Ad Views

Which of the following is the truest statement in regards to SEO KPI's? A The only KPI for SEO is keyword ranking B The KPI will depend on your overall digital objectives C The only KPI for SEO is the number of Backlinks from other sites D You can't set KPI's for SEO

B | The KPI will depend on your overall digital objectives

You place a bid of $3.60 in a second price auction, Competitor A bids $3.65, Competitor B bids $3.50 and Competitor C bids $3.49. How much does the winning bid pay? A $3.50 B $3.65 C $3.61 D $3.49

C | $3.61

Your airline client has an objective of generating bookings, based on discounted rates. What was the final conversion rate from clicks to quotes based on the following information? The Campaign Cost $20,000 Delivered 20,000,000 impressions CTR of 0.02% Final CPA is $80 A 6.25% B 0.02% C 0.25% D 5.00%

Answer – A: 6.25 % Total cost ($20,000) /CPA ($80) = Conversions (250) Impressions (20,000,000)*CTR (0.02%) = Clicks (4,000) Conversions (250) / Total Click (4,000) = Conversion rate (6.25%)

You are forecasting click volume for an upcoming campaign. If you have $10,000 to invest, a planning CPM of $3.15 and historical CTR of 0.08%, what would be your forecast click volume?

B | 2,540

You are using your own channels to achieve your objective of building longer term relationships with customers. On top of your Owned media you are putting more effort into encouraging positive earned media exposure. Why is this? A It can be hard to measure and manage Owned media in isolation B Owned media costs and results can be restrictive depending on your budget C Consumers can mistrust information coming directly from a company/brand D Earned media is necessary to deliver the best scale

C | Consumers can mistrust information coming directly from a company/brand

5,000 individuals responded to your campaign selling tickets to a free environmental lecture. If you spent $30,000 on the campaign, what would your CPA be? A $600 B $6 C $10 D $60

B | $6

How does Google's PageRank algorithm work? A It rates a web pages importance by looking at how many outside links point to it and how important those links are. B It multiplies the age of the website by the amount of content on it. C It is assigned to the website randomly when the website is created. D It rates a web pages importance by looking at how many times your keywords appear and where they appear on the page.

A | It rates a web pages importance by looking at how many outside links point to it and how important those links are.

You have a 13 week campaign and have booked 5 million impressions. How many impressions would you expect to have delivered by week 5? A 1.6 million B 2.1 million C 1.9 million D 3.4 million

C | 1.9 million

Your new client wants to amplify the distribution of their existing TVC creative, which of the following would you recommend as the best option? A YouTube video B Press release C Influencer D Website

A | YouTube video

How many impressions would have been served in order to reach a CTR of 5%, if you had received 600 clicks? A 120,000 B 12,000 C 120 D 1,200,000

B | 12,000

QUESTION 11 OF 12 What is the best way for content to stay dynamic and relevant throughout your campaign? A Use bright colours B Increase the frequency C Target as many people as possible D Refresh creative wherever possible to ensure cut-through

D | Refresh creative wherever possible to ensure cut-through

There are three main areas for SEO, Technical, Content and Off Page. Which of the following best describes the function of Off-Page? A Profiling of the user B Technical coding of website C Advocacy from third parties D Relevancy of the site to the user

C | Advocacy from third parties

Which of the below elements do NOT have the potential to influence your SEO results? A Technical B Quality Content C User Experience D Keyword budgets

D | Keyword budgets

Which statement is true? An advantage of shared content is: A Controlling the message B Engagement and Advocacy C Delivering negative responses D Delivering expensive cost and low reach

B | Engagement and Advocacy

There are very few earned media environments where you don't pay for engagement, which of the following falls into this category? A Facebook B LinkedIn C TripAdvisor D Snapchat

C | TripAdvisor

Your recommendation to your client is to create a series of audio content which can be downloaded and listened to offline. Which of the below formats are you recommending? A Blog B Forum C User Generated Content (UGC) D Podcast

D | Podcast

Which of the below is most true of the players in the programmatic ecosystem? A Advertisers are able to access SSP technology to purchase inventory B Ad exchanges are not involved in programmatic inventory at all. C The role of a DSP is to find high value impressions for the best price on behalf of advertisers/agencies. D DSPs can only be accessed by agencies.

C | The role of a DSP is to find high value impressions for the best price on behalf of advertisers/agencies.

Which statement is NOT correct? A Programmatic gives you a single view of the consumer across the complete campaign. B Programmatic provides deduplicated campaign information across multiple publishers and networks. C Programmatic manages impressions and frequency levels within one network or site only. D Programmatic utilises data from multiple sources.

C | Programmatic manages impressions and frequency levels within one network or site only.

Programmatic creates efficiencies for many stakeholders in the supply chain. For advertisers and agencies, specifically, what is one of the key benefits? A Simplified reporting across channels. B Live Optimisation C Ability to reach the right audience at the right time with the right message D All of the above

D | All of the above

Conversion can be a critical element to your digital campaign, which of the following outcomes might you be looking for? A A sale B A booking C A call back D All of the above

D | All of the above

A television manufacturer’s objective is to sell televisions for the lowest possible cost per unit. What is their key reporting metric? A Reach B CTR C CPA D Leads

C | CPA

When analysing your campaign performance, what is an IVT Rate? A The detection of Invalid Transaction B The detection of Invalid Time Rate C The detection of Invalid Traffic - or non human traffic D The detection of Invalid Transparency

C | The detection of Invalid Traffic - or non human traffic

Which of the below would you recommend focusing on in order to improve the technical performance in SEO for your client's website? A No duplicate content and accessible sitemap B Number of pages in the website C Volume of keywords D Conversation Rate Optimisation

A | No duplicate content and accessible sitemap

A website should be talked about by 3rd parties in a positive way as this can help to build authority. When evaluating the off-site strength of your website, which of the below processes would you undertake? A Check the headings of your page titles B Review the quality of images being used On-Site C Assess the relevancy of keywords D Compare Backlink activity to competitors

D | Compare Backlink activity to competitors

Which of the following is considered to be a microblog? A Website B YouTube C Twitter D Podcast

C | Twitter

Why is viewability (a hygiene measure) a basic fundamental step in digital marketing? A Ensures that ads have the opportunity to be viewed by real people B The data will be clean C Page visitors are not controlled D All channels are regulated and controlled

A | Ensures that ads have the opportunity to be viewed by real people

With a Direct Response campaign, which of the following are relevant KPIs? A Awareness, consideration and brand health B Site visits, acquisitions or business results C Awareness, acquisitions and sales D Site visits, acquisitions and awareness

B | Site visits, acquisitions or business results

What is the key function of a DMP (Data Management Platform)? A DMP’s key function is to collect, organise and activate data from any source, both online and offline B DMP’s key function is to provide optimised reporting C DMP’s key function is to provide cost efficient and effective programmatic buys D DMP’s key function is to provide efficiency and purchase media

A | DMP’s key function is to collect, organise and activate data from any source, both online and offline

What does a “second price” auction model mean for impression pricing? A If you win an auction, you will pay the bid entered by the second highest bidder. B If you win an auction, you will the pay value of your bid. C If you win an auction, you will pay $0.01 more than the second highest bidder. D None of the above

C | If you win an auction, you will pay $0.01 more than the second highest bidder.

Which of the following is a Google algorithm component that reviews the quality of content? A Dolphin B Panda C Pelican D Falcon

B | Panda

Analysing customer behaviour is a key component to all campaign activity. When reviewing your clients website and its ability to perform well in search, what is one of the key steps you would take to evaluate user behaviour? A Keyword research B TV Advertising C Product sales D HTML code review

A | Keyword research

You have won a specific auction instance with a bid of $3.50; your closest competitor entered the auction with a bid of $3.25. How much do you pay under a second price basis? A $3.26 B $3.25 C $3.50 D $3.51

A | $3.26

What would your Inclusion (Whitelist) mean as a way of improving the safety of the brand? A A list of standard classifications to avoid B A customised list of websites to avoid C A customised list of websites to include D A list of keywords to avoid

C | A customised list of websites to include

Your client is considering working and creating content with Influencers and without knowing the Influencer or having an agreement in place, wants to know how much control they will have. Of the below, what would be the best response? A Total control, the brand tells the influencer what content they should create B There is no control; the Influencer is free to choose what they create C Influencers do not create content; they only share it D It varies, dependent on the contract with the Influencer. Generally speaking there’s not much control

D | It varies, dependent on the contract with the Influencer. Generally speaking there’s not much control

You are working with your client to develop a content marketing strategy. Which of the following elements are NOT relevant to take into consideration for the strategic direction? A Acquisitions vs cost per sale B Brand sales vs Brand awareness C Brand first vs audience first D Niche vs Scale

A | Acquisitions vs cost per sale

You need to determine the best keywords for your client. Which of the below tools would you use to help do this? A Google Panda B Google Keyword Planner C Google Hummingbird D Screaming Frog

B | Google Keyword Planner