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Fundamentals of Digital Marketing
  • Fundamentals of Digital Marketing
Fundamentals of Digital Marketing
  • Fundamentals of Digital Marketing

Fundamentals of Digital Marketing

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Fundamentals of Digital Marketing (Google Digital Garage Quiz)

Master the basics of digital marketing accredited by Interactive Advertising Bureau Europe and The Open University. There are 26 modules, all created by Google trainers, packed with practical exercises and real world
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Форма сдачи теста: Экстерн
Модулей: 26
Количество вопросов: 40
Время: 60 минут
Проходной балл: 80%
Срок действия сертификата: 3 года

Сертификат появляется в профиле Google Digital Garage, и его можно распечатать.
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Вопросы к тесту выложены исключительно в ознакомительных целях: количество вопросов может не совпадать с действительным, актуальность не поддерживается,- за решением теста Welcome to the cashier!

The increased use of the Internet presents a lot of potential for which types of businesses?

All businesses
Small business owners
International businesses
Local businesses


Taking a business online can involve many different steps. When starting out, which activity could be a part of this process?

Sending flyers with your web address to customers
Creating a business listing in online local directories
Increasing print and billboard advertising
Building a team of digital advertising experts


Which of the following is the easiest way for visitors to learn about a business while visiting a website?

Getting a free ‘taster’ of one of your products when they sign up to receive emails
Listening to an audio file that auto plays whenever someone visits your site
Browsing your product pages and reviewing the Frequently Asked Questions page
Reading the terms and conditions for your products on your site


What is a key benefit of having an online presence for a business?

The ability to sell products directly to customers through social media
Being visible when people search for a business like yours
Sending users emails to update them on new products
Being able to offer new customers promotional discounts


Which tool helps you measure the success of your website?

Keyword Planner
Ad Gallery
Ad Preview Tool
Analytics


Which of the following statements is true when it comes to taking a business online?

Stick to what you are doing and don’t make changes
The same content works across online and offline platforms
Use analytics to make informed decisions
Use analytics to track your customers across the Internet


Which term best describes the business activity that occurs when website visitors buy products or services from you online?

E-commerce
Display advertising
Search engine marketing
Pay per click


Which of the following statements is true when marketing your business online?

You need a website to show up in search results
You’ll reach a similar client base to the one you have in the real world
You’ll be seen by the same volume of customers whether you use search advertising or not
Social media is a great way to engage your audience


Which of the following statements is true when it comes to developing a web presence for a business?

Customers can learn about a business by downloading a mobile app, but they can’t place an order using an app
Building a new website requires a large budget
Mobile apps enable your customers to purchase your products without being on your website
All businesses must have a website to sell products


What is a web server?

The customer service representative you can call when you have questions about your website
The answer you get when you search a term on the web
A computer connected to the Internet with software that allows it to host all the components of your website
The device that determines the speed of your mobile connection


Fill in the blank: A __________ is a shortcut to other pages on your site or elsewhere on the web.

Hyperlink
Return link
Menu bar
Breadcrumb


Which of the following is something you’ll probably want to exclude from your website?

Prices
A lot of deep scientific information and detailed statistics
Special offers
Certifications to show you’re qualified to provide a service


Which of the following is an example of a ‘call to action’ on a website?

A list of phone numbers customers can use to get in contact with you
A ‘Get directions to our store’ button which when clicked, redirects to a map displaying directions to the store based on the customer’s current address
An icon button that takes the customer to your social media accounts
A hotline phone number that helps users complete their purchases


What should you consider when developing your website content?

What your customers are looking for
Your latest promotions and discounts
Your brand values
Whether the content will go viral or not


What is the first step in creating an online business strategy?

Identifying business goals
Understanding what the competition is doing
Knowing the market
Aligning goals to the strategy


What is the purpose of the ‘See, Think, Do, Care’ framework?

To help determine a marketing strategy
To help a business understand the customer journey online
To help a business reach a global audience
To give insight into specific customer groups


Why is optimising customer touchpoints online beneficial for businesses?

It allows brands to add pop-up ads at every point of the customer journey, ensuring high visibility
It gives businesses the opportunity to save money on online advertising
It provides customers with value every time they come into contact with a brand, helping build trust
It gives businesses an opportunity to collect more data from potential customers


Once you’ve worked out your Unique Selling Point (USP), how would you use it in a long-term online strategy?

Incorporate it within marketing materials across all channels to help raise customer awareness
Create an email campaign letting your customers know why you are unique
Film a video explaining your unique selling point and send it to employees
Create a press release and distribute it through your channels


What type of information can KPIs provide?

Audience segmentation
Long-term projections
Financial viability
Board decisions


Why are search engines a great place for a business to be found?

People pay to use search engines, so there is a wealthy customer base there
People who search are actively looking for information, products or services
Search engines are a big trend these days
Search engines guarantee new customers


What technology do search engines use to ‘crawl’ websites?

Androids
Interns
Automatons
Bots


Which of the following can help a search engine understand what your page is about?

The date it was published
The number of images used
The total number of words
The title tag


Fill in the blank: Spending money on search advertising influences how your website appears in ___________.

Organic search results
The search results page
Business directories
Display advertising networks


Which of these is an important factor in the paid search auction system?

How famous your brand name is
How cool your logo is
How long your business has been around
How relevant your ads are


Which of these can Google Search Console help you to do?

It helps you increase your social media following
It helps you optimise your Google My Business listing
It helps you understand which keywords people are searching for on Google
It helps you run A/B tests on your home page


Which of the following factors should you consider when optimising your website for search engines?

Colour scheme
Recycled content
Inspiring business name
Site popularity


What should be the first step of a structured SEO plan?

Identifying your ad budget
Buying an analytics software
Setting up your presence on social media sites
Keyword research


When it comes to search ads, which of the following could dictate how an ad will perform against a competitor?

Social media following
Bid value
Domain authority
Average number of visitors to the company’s website


Fill in the blank: Short strings of specific keywords with low search volume are called ___________.

Long-hair keywords
Long-tail keywords
High-relevance keywords
Top-tail keywords


Which of the following would be an ideal goal for an SEO plan?

Increasing social media likes and follows
Increasing how many relevant people visit your website
Showing your website to as many people as possible
Being in first place in SERP for any keyword


Which of the following page titles would be most suitable for a website page describing a store’s return policy?

How to Send Stuff Back
Company Name’s] Return Policy
Return Policy
Company Policies


Which of the following is a good way to get other websites to link to your site?

Keep linking to them until they link to you
Send them emails until they link to you
Building relationships with similar sites


When expanding a business internationally, which of the following is most important to provide on your website?

Products and delivery details in the correct currency
Time and dates written in the local format
Exchange rate information
Free giveaways for local customers


Search engine marketing can also be called what?

Pay-per-click advertising
Organic advertising
Search box marketing
One-click advertising


In an SEM auction, your Quality Score is based on which aspect of your ad?

Bid
Relevance
Wit
Length


Fill in the blank: It’s possible to determine how well a/an ___________ will perform without bidding on it.

Auction
Website
Keyword
Advert


What should your search ad have in order to promote more clicks?

A call to action
A catchy headline
A close-up photo
A social media link


Which of the following is a benefit of using relevant ads and landing pages?

Increased cost for ad placements
Higher ad positions on the search results page
Higher cost per clicks on your ads
Ads that will ensure more purchases


When it comes to search ads, which description best describes ‘negative keywords’?

Keywords with no association to your site
Keywords with a poor search volume
Keywords that are excluded from a campaign
Keywords that are typed incorrectly


Fill in the blank: If you use __________ keywords when building your search ads, minor variations, like plurals, can still trigger the ad.

Exact Match
Random Match
Direct match
Close match


What can conversion tracking in search help you measure?

How many transactions are completed on your site overall
How many people click on your SEM ad and end up browsing your site
How many people visiting your site from a search ad end up completing a purchase
How many customers your ad has converted into brand ambassadors


How can you improve a business’s visibility to people located near you geographically?

Translate your website into at least two more languages
Offer free phone support during business hours
Ensure you have good analytics on your website
Make sure your phone number, address and business hours are easy to find


Which of the following is an example of a local search?

“bike shop near me”
“bike shop in UK”
“local bicycle shop”
“bike shops”


Which of the following is a benefit of registering your business in online local listings?

Discounted pricing on your search advertising campaigns
Increased likelihood of being discovered through search engines
More mentions on social media platforms
Guaranteed sales to local customers


Which three pieces of information are essential to include first in your local directory listing?

Business address, website, telephone numbers
Business name, business address, telephone numbers
Website, telephone numbers, email address
Business name, email address, website


Which of the following factors help search engines determine if your business is local?

Location details on the website, quality content and how mobile friendly the website is
Location details on the website, list of shops local to you and a contact form
Quality content, list of local suppliers and location details
Location GPS tags on photos, quality content and how mobile friendly the website is


When looking to attract a local audience, why it is important to optimise your website and content for mobile users?

Because local users tend to use their mobile devices when they’re out of the house
Because mobiles will replace desktop computers
Because all online users browse on mobile devices these days
Because marketing for mobile is more cost effective


Which of the following can help you gain visibility in search engines?

Adding relevant content that highlights the location of your business
Including your address on your Twitter account
Optimising your site for desktop devices only
Adding a list of shops local to you on your website


Which of the following can businesses achieve by using social media?

Attract new audiences
Build a good reputation with customers
Meet sales goals
Increase traffic to their website


Fill in the blank: Businesses should focus on social media platforms with _______.

The biggest reputation
The most expected engagement
A relevant audience
The most users


Which of the following is an example of a social media goal?

Acquire genuine reviews on products
Drive more traffic to your store
Develop one-way communication with customers
Mimic your competition’s approach


Which details should you look to include on a business profile page on social media?

Details about the CEO
Link to a local listing site you’re on
Description of the business
Cost of products and services


A robust social media plan includes which of the following?

A list of content that mimics competitor content
All of your online business goals
A long-term schedule identifying when to post content
A list of friends who can post on the accounts


What is the best way to put your social content in front of people who don’t already follow you?

Increase your email marketing campaigns
Ask people to share your content to their networks
Use paid promotion to reach new audiences
Put links to your social on your website


What can social media analytics tools help you measure when assessing campaign results?

Whether the campaign was more successful than your competitors
Whether the visitors liked the social campaigns or not
Whether a visitor called the store after seeing a social post
Whether the visitor clicked on a paid ad or organic listing


Which of the following is a pitfall when using social media for business?

2-way conversation with customers
Not being present on every social media platform
Not having the resources to respond to comments and questions in a timely manner
Spending too much time reviewing social media analytics


When looking to ensure your website is easily accessible by mobile users, what should you focus on doing first?

Redesign your website colour scheme
Optimise your site
Create a mobile app
Shorten your website content


What does responsive design mean?

Your visitors can manually adjust the size of your website
Your website will adapt to suit whichever device it is being viewed on
Your customers can provide feedback on the design of your site
Your website will respond to clicks faster


When it comes to optimising your website’s SEO for mobile users, which of the following is a crucial factor to keep in mind?

Short content and fewer images
Performance and usability
Usability and short content
Less video content


What can a business use to send messages to users who have already downloaded their app?

Text messages
Pull notifications
Push notifications
Email notifications


When considering how mobile users will search for your business, which types of keywords should you focus on?

Long tail keywords
Shorter keywords and phrases
Longer keywords and phrases
Exact match keywords


Before running search ads, you should make sure your site is mobile-friendly. Which scenario best describes a mobile-friendly experience for a customer?

The business has a mobile app instead of a website
The site include business phone numbers
The site works on different mobile devices
The site does not include any videos so it loads quickly


Which of the following can be used to target an audience when using some social media ads?

People’s names
People’s address
People’s pet names
People’s relationship status


When making video content for your display ads, what is most important to ensure?

Videos are entertaining, long and include a CTA
Videos are relevant, short and include a CTA
Videos are relevant, long and include a URL
Videos are short, informative and include a phone number


Which of the following is an accurate definition of what a content marketing campaign involves?

Creating and posting content ad-hoc when you have the time
The creation of time-sensitive content that can be published through various channels
Regularly emailing customers with news about a business’s products or services
The creation and promotion of online materials with the goal of increasing interest in a product or service


What does the following definition describe? ‘The division of an audience into groups of who they are and what they like, with a goal of identifying a group most interested in your product/service.’

Marketing channels
Demographics
Audience segmentation
Group dynamics


Fill in the blank: When describing the purpose of content, what is missing? ‘To entertain, to inspire, to _______ and to convince’.

Humour
Please
Surprise
Educate


Which of the following best describes why approaches to writing need to be adapted for online content?

Online readers have a reduced attention span, due to being flooded with information
Certain blogging platforms have a limit on the word count you can publish
Online readers only like to engage with long-form pieces of content
Online audiences are typically younger, so the language used needs to reflect this


What are ‘highlighting key dates’ and ‘considering multiple channels’ best practices of?

Creating a content calendar
Designing illustrations to support content
Segmenting your audience
Identifying social media influencers


Which of the following metrics could help you understand which blog post is resonating the most with your audience?

Session duration
Page views
Referral traffic
Unique page views


Which of the following will you need to start an email marketing programme?

A collection of email templates
A ‘Contact Us’ form
A way to collect people’s email addresses
A set budget


Which of the following is a common feature of email marketing platforms?

Personalised, custom templates
A free list of email addresses you can target
A feature allowing users to unsubscribe from your emails
Automation of your search ad campaigns


Which of these is a good practice to keep in mind when sending emails to your contacts?

Run an A/B test on your subject line to determine which one works best
Send the same generic and simple message to your entire contact database
Include enough content in the email so there is no need for them to click away to read further elsewhere
Only include a call-to-action on the landing page you’re linking to in the email


If the open rate of your emails seems low, which of the following could help you fix that?

Redesign your website
Change the colour of the buttons inside your email
Send your emails to more contacts
Adjust the subject line of your email


Which of the following statements is true when it comes to running email campaigns for a business?

There’s no need to use sponsored ads within your email marketing
There’s no need for analytics when it comes to email marketing
You need to include personal contact details
You can use any imagery, despite copyright


If you own a film blog, which type of customer can you expect to reach with display advertising?

People who use ad-blockers and are interested in your subject
People who haven’t read your blog before but are interested in your subject
Only people who have read your blog previously
Only people interested in films and movies


Fill in the blank: The ads on search engines are usually made up of ________.

Audio
Video
Text
Images


When using search engine marketing, where can your ads appear?

Only on search engines
Only on websites
On search engines and websites
On websites and social media


When setting up display advertising campaigns, who can you target?

People with specific names
People who speak different languages
People who already own specific products
People with a specific address


In what way can display advertising be effective?

It guarantees more visitors to your site
It guarantees increased sales
It drives traffic to your website
It improves your ranking in search engines


Which of the following is an example of the type of data that advertising networks automatically collect and share with businesses?

The number of sales you make from the ad
The cost of each ad you publish
The cost of creating the ad
A prediction of sales you can make from your ad


Which of the following is true when purchasing ad placements on an advertising network?

You always need to contact the owner of the website to buy ads on their page
The network provides data on the click-through-rate
The network provides names of the people who click your ad
The network will continue to show your ad for 7 days once your budget has expired


If a person adds a product to a shopping cart but then leaves the website – which of the following tactics is most likely to encourage that person to return and purchase the product?

Retargeting with a display ad encouraging newsletter sign-up
Redesigning your website
Creating a Facebook page for your business
Retargeting with a display ad that has a discount coupon


What is the first step of display retargeting?

Sourcing keywords
Defining your audience
Writing content
Setting a call to action


When incorporating videos into a digital strategy, which of the following tactics provides value to customers?

Setting up live streams of the business’s physical shop on their website
Publishing a how-to video on their website
Producing sale campaign videos
Sharing personal vlogs


What can using video as part of your online presence help you create?

Content that will go viral
A channel to engage with customers
A variety of different brand perceptions
An online following and fanbase


Fill in the blank: As a small business, creating videos to showcase your business or product requires only ______.

An agency, professional crew and equipment
Creativity, lots of experience and a large budget
Creativity, planning and any budget
Creativity, planning and high-quality equipment


Using videos in email marketing and social media is an effective way to do what?

Increase word of mouth referrals
Engage and grow your audience
Guarantee sales of your product or service
Lower the cost of developing content


How can you take advantage of video for your product/services without actually making a video?

This isn’t possible
Advertise on other people’s videos
Use images with a call to action instead
Share other people’s videos


When looking at your video analytics, you discover people are only watching the first few seconds of your video. What should you do?

Consider removing the video from the platform
Consider re-shooting your video based on comments
Consider updating your preview images, video titles or descriptions
Consider asking people to watch the whole video in the description


Fill in the blank: Website analytics can tell you _____________.

What time of day your website gets the most traffic
How many mentions or likes you get on social media
How well your competitor’s ad campaigns are doing
The email addresses of visitors to your landing pages


Analytics can give you immediate valuable information about which type of customers?

Previous and current customers
Current and future customers
Previous and future customers
Offline and online customers


If your key business goal is to get people to book rooms at your guesthouse, what data are you most likely to be interested in?

How long people spend on your ‘How To Find Us’ page
Which day of the week is most popular for bookings
Whether your funny Tweet goes viral
How many people visiting your site book a room with you


Most web analytics tools can tell you what information about the user?

Their contact details, their behaviour and their operating system
Their location, type of device they’re using and pages visited
Their location, type of device they’re using and contact details
Their interests, when they delete their browser cookies and their location


Fill in the blank: If an ad is not performing well, one effective tactic is to _____________.

Try a different search engine
Tweak the ad’s copy and analyse the results
Hire a professional ad agency
Delete the ad and try again


Which section of Google Analytics can tell you whether visitors have found your website via social media?

Site search
Acquisition
Behaviour
Search Console


Which type of data relates to a metric that can be represented with a number?

Quantitative
Qualitative
Holistic
Customer


What makes the data cycle useful?

It helps you make the most of the data collected from marketing activities
It helps you evaluate your competition
It provides information about what users like about your website
It presents collected data in a visually appealing way


Fill in the blank: Actionable insights can be described as explaining the ______ of an online marketing campaign.

‘Why’
‘How’
‘When’
‘Who’


Which of the following is a benefit of using spreadsheets?

Vast quantities of data can be stored, sorted and analysed quickly
Data can only be accessed when all users are online
Valuable customer and market insights can be delivered quickly
Spreadsheets are the only way to collect data and extrapolate results


If you needed to showcase which parts of a website are being clicked on the most, which presentation type should you consider?

Bar chart
Pie chart
Table
Heat map


What would be beneficial to include on a product description page?

Previous versions of the product
Links to other suppliers
Reviews of the product
Price comparisons


Which of the following is an advantage of e-commerce?

More relaxed checkout procedure
Low operational costs
Minimal interaction required with the customer
Segmentation of audiences


To an owner or administrator, what is a functional benefit of having an online store?

It collects the addresses of your online store visitors
It provides a backend system with order management
It provides a quicker checkout process than a physical store
It allows you to feature more sales and discounts than a physical store


What is the name of the process that describes what happens when a customer is taken to a separate site to complete a transaction before being sent back to the original site again?

Second-party payment processing
Third-party payment processing
External payment processing
Internal payment processing


Which of the following is a sign that customers are having trouble using a particular device to make purchases?

Analytics shows you have a lot of mobile visitors, but very few purchases through mobile
A specific product is not selling much compared to your other products
You get a lot of questions about your return policy
People are having trouble using a promo code for a current sale


What is an example of product merchandising?

Running an ad for your products
Adding a way for customers to filter your products
Displaying very specific, featured products on your home page
Cross-selling products in the checkout process


Which of the following statements is true when describing how retargeting ads work?

Retargeting ads are visible to people who haven’t been on your website yet
Once a user visits your site, the code drops an anonymous browser cookie
Once your customer purchases, you can not turn off the retargeting ad
Retargeting will always drive customers to your site


What is the best way to translate the content on your website for a new market?

Google translate
Native speakers
Translation software
Language guide


Before starting to promote products to other countries online, what could you use to gauge demand for your product in that specific market?

Translation software
Keyword planning tools
Interviews with people from that country
A range of search ads in different countries


When adapting your website for customers who speak a different language, what should you do?

Have a ‘translate’ button that pulls a translation from an external provider
Translate your content with consideration to particular words and phrases
Translate your content directly, word for word
Localise the name of the business owners


Which of the following is primarily meant to target new customers online?

Email marketing
Print advertising
Retargeting advertising
Search advertising


What should a business do first, when considering going into a new market?

Hire an agency to translate its website into the local language
Open a new office in the capital city
Determine its ability to deliver products and review all tax and legal information
Invest in major ad campaigns to raise brand awareness


When selling to people in different countries, what payment form should you consider using if you aren’t already?

Debit cards
Credit cards
Paypal or Worldpay
Bank transfers


Which of the following options is important to research when planning to expand delivery of products and services to customers across the globe?

What times of the day international shoppers are online
The legal and tax considerations in that market
Which social channels are popular in that market
Which couriers offer the cheapest services for global shipping


What’s the biggest challenge for most businesses when going online?

Planning a budget
Developing a plan
Optimising a website
Defining a customer base


When looking to advertise a new business online, what is one of the major benefits of display ads?

They are seen by everyone
They have higher click-through rate
They can come in many different formats
They don't cost too much to set up


When you're building a business website, what purpose does a server have?

It manages your website
It hosts your website
It promotes your website
It secures your website


When defining a strategy for your business, how can competitor analysis help you establish a USP (or Unique Selling Point)?

It can enable you to offer discounts that compete directly with your competitors' pricing
It can identify how your offering is different in comparison to your competitors
It can give you deeper insight into the market and their approach
It can reveal which additional regions you could be operating in so that you can grow your business


Which are the first steps you should consider when constructing an online business strategy?

Understand the target audience
Change your mission statement to match the goals
C Create goals and identify a USP
Define and segment your audiences


When using a search engine, what is the name of a word or phrase somebody types to find something online?

Search phrase
Search term
Search query
Search word


Fill the blank: 'Search engines _________ the internet to discover content.'

index
crawl
investigate
rank


When planning your website, what is one of the key things you should consider?

The order your products will appear on the site
What you want your customers to do on the site
How customers will interact with the site
What your customers want to see on the site


You notice that when people see images of your products online, you have an increase in conversions or sales. Which customer touchpoint could you use to take advantage of this insight?

Shopping bags
Blog content
YouTube
Social media


Google Search Console “Crawl” reports let you monitor...?

If potential customers can access your web pages
If Google can view your web pages
How people interacts with your website
What information Google records about your site


We use them every day, but what is the overall purpose of a search engine?

To position websites based on how popular they are
To display websites in a random order to increase site traffic
To ensure every business gets an equal number of site visits
To help the user find the most relevant answer to their query


When optimising a website for search, what impact do meta and title tags have on the search engine?

They are hidden messages that have no bearing on search engines
They are the on-page content that appears on your homepage, telling search engines what you do
They are automatically generated and help websites rank within search engines
They are embedded messages that help the search engine determine what’s on the page


A lot of factors can affect how well a website will rank on search engines. What role does metadata have in this process?

Helps your website stand out from the competition
Allows you to input lots of keywords so that you appear for all of them
Provides search engines with more consistent and clear information about what's on the website
Allows you to place sales promotion offers within the search results


Fill the blank: When managing SEM campaigns, the best way to optimise your quality score is to improve the _________ of your keywords, adverts, and landing pages.

relevance
conversion
clicks
importance


Which of the following is a benefit of Search Engine Marketing (SEM)?

Reach out to potential customers actively looking for your product or service
Create different types of ad formats to show to potential customers
Target people based on their interests and habits
SEM is a lot cheaper than any other advertising medium


What is the most important thing to consider when optimising a search engine marketing campaign?

Increasing the bid for the keywords you are targeting
Increasing the relevance of the keywords, ads, and landing page
Adding lots of keywords to the campaign to get more traffic
Continually changing the ad copy


When running a search engine marketing campaign, what goal do you expect to achieve by having conversion tracking on your site?

To see personal data about the person who bought from you
To understand what is working and what is not
To increase your budget to get more traffic
To advertise internationally more easily


When trying to promote your business locally, what three key bits of information should be present in your directory listing?

Business name, address, phone number
Personal name, business name, postcode
Name, PO box, freephone number
Business name, CEO, company registration number


When looking to promote your products and services locally, what are the benefits of using search engine ads?

Everyone uses search engines
You can target ads to a specific geographic area
You can target ads to specific genders
Search ads are cheaper than display adverts


There are lots of social media platforms out there, but what is a benefit of using smaller, more niche social media platforms for your business?

People on niche platforms are more likely to engage with you
Your content will be put in front of specific audiences
Your content will be seen by a mix of different people, gaining more views and likes
It enhances your brand to be seen on more specific social media platforms


When it comes to knowing which social media platforms to focus your efforts on, how can you work out which one will work best for you?

Compare follower numbers across platforms
Use online analytics tools to measure engagement
See what competitor businesses are using
Ask friends and family which platforms they use


With more and more users using mobile to look at websites, it is key that you optimise your site so users can find it when searching online. Which two elements should you look to optimise for improved SEO performance?

Site speed and usability
Keywords and metadata
Image size and navigation
Site speed and visual appearance


When looking to create video content for your marketing strategy, what three best practices should you look to include?

Short, technical, include a call to action
Relevant, short, entertaining
Short, entertaining, include a call to action
Short, relevant, include a call to action


Which of the following tools could be used to gain an insight into the phrases and questions people search for about a given subject online?

Answer The Public
Google Ads Editor
Facebook business manager
SEM Rush


What is one of the benefits of using templates for your email marketing campaigns?

You can reuse the same template
They are always free
You can duplicate the design of your website
Templates work better on mobile


Which of the following is a benefit of display advertising over search advertising?

Display advertising is cheaper than search advertising
Appearing on relevant websites offering advertising space
Ads can appear at the top of search engine results pages
Display ads are more likely to be clicked on


When planning your display advertising, what does the word 'placement' mean?

The exact location of your ad on a particular page of a website
The size and position of your ad
The exact location of your ad on search engine results pages
The position of text within your ad


When discussing display advertising, what is an ad network?

A way to get free traffic to your site
A directory of lots of websites that sell the same products as you do
An online store of images you can use within your content
A platform allowing the advertiser to advertise on websites within the network


How can you attract social media users to share your video content online?

Tag them in posts
Use hashtags
Make them funny
Use subtitles


When creating video marketing content on a budget, what is the first thing you should consider doing?

Shooting as much as you can and culling it later
Finding editing software
Finding equipment to use
Planning your content


When using analytics programmes on your website, which of these do not fall under the category of a dimension?

The device users access the site with
The time a user spends on the site
The browser a user uses to visit the site
The geographical location of the user


In the world of analytics, tracking the type of device the user accessed your site by is considered which type of data?

Conversion
Dimension
Access
Metric


When it comes to web analytics, what insights can you gather using analytics tools?

What websites users visit after leaving your website
How you currently rank in search engines
How people interact with your website
How people interact with your competitors' websites


What do website analytics allow you to do?

Set up advertising accounts to drive continuous improvement
Understand users behaviour and improve the effectiveness of your digital marketing efforts
Interact with customers on your website to increase conversion
Predict your users next move based on previous data


Why should you avoid focusing on collecting as much data as possible?

Vast quantities of data will take a long time to process
Large amounts of data are harder to store online
The right information, at the right time, is more valuable
Spreadsheets have a limit on the amount of information they can store


How is a spreadsheet defined?

An interactive computer application for the organisation, analysis and storage of data
A static collection of related data tables that can be queried to locate specific fields
A tool for storing large amounts of numerical data, but not text-based data
A digital balance sheet to keep track of financial transactions


When building your online product store, to make it as effective as possible you should look to optimise the performance by using images in what kind of way?

Use images direct from the internet to ensure accurate file size
Use images direct from the original manufacturer
Ensure images are of a high quality
Use detailed descriptions instead of images to help search engines


Which of these is not a benefit for businesses using fully integrated e-commerce platforms?

Stock control
Integrated invoicing
The ability to track shipping
Automated complaints process system


If a user abandons their shopping cart without making a purchase, one way to bring them back to complete the purchase is?

SEM advertising
Social advertising
Retargeting
Email campaigns


Fill in the blank: When you are considering the layout of the product pages, it is important to put them in ________ order?

price
hierarchical
a constantly changing
alphabetical


Fill the blanks: When advertising internationally, you should make your business ______ to the new market, consider the ___________ and any possible ___________ implications.

A accessible | supply chain | legal
B affordable | supply chain | language
C exciting | customers needs | currency
D affordable | customer needs | legal


Fill in the blank: When considering expanding a business internationally, the best place to start is to__________?

use online tools to help you understand where there’s a strong demand for your products
move the whole business to that country
replicate your current business in as many countries as possible
buy new domains for the country


When looking to expand your business internationally on social media, what should you do first?

Treat all social media channels the same
Use popular phrases and memes for that area
Analyse platforms popular in that area
Not advertise at all, as other countries don't like social advertising


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