Digital marketing fundamentals certification answers

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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

When considering whether to have a web presence for your business, which of the following is not a major factor?

• Technology
• Cost
• Scope
• How long you’ve been in business

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 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

Imagine a customer has downloaded an app made by their local hardware store. How could that business connect with their audience through the app?

• Call the customer when there is an offer they’d enjoy
• See where their customers are and monitor their shopping behaviours
• Send them offers when they enter a certain geographical area
• Add items to their in-app basket that you think they’d like

What is the term we use to describe how search engines categorise each piece of content?

• Listing
• Crawling
• Indexing
• Ranking

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

When looking to optimise the performance of a website to improve its search engine ranking, using ‘long tail keyword terms’ in your SEO plan often allows you to…

• Outrank lots of larger, more established companies
• Find more opportunities
• See more traffic than short tail keywords
• Perform better on social media

Gaining backlinks to your website is a great way to improve the SEO performance. What best practice will encourage people to link back to your site?

• Pay people to link back to your site
• Write some great content they will find useful
• Ensure your staff link back to your site
• Link to them first, regardless of whether they have anything interesting on their site

There are many ways you can improve the performance of a website from an SEO perspective. When it comes to link building which of the following statements is accurate?

• The quantity of links is important, not the quality
• The quality of links is important, not the quantity
• Links hidden within code on sites improves your SEO performance
• Links hidden within images on sites improves your SEO performance

Which of the following will be achieved by including an offer in a Search Engine Marketing (SEM) ad?

• It will help the ad stand out and encourage people to click it
• It will guarantee the ad appears at the top of the search results
• It will increase the amount of users across your entire website
• It can increase the quality score of your ad

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

When fine-tuning paid search ads, you change a broad-match keyword to a phrase-match keyword using which symbol?

• Quotation marks
• Apostrophes
• Italics
• Square brackets

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

Search engines see the content on a website as written code, how can you help search engines identify the images on your website?

• Place them well within your text
• Make them eye-catching
• Put branding on them
• Give them descriptive names

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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

• 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
• Use as many relevant keywords on the page you’d like them to link to

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
• Width
• Length

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

• Auction
• Website
• Keyword
• Advert

• 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

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

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

• 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 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

• 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

• 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

• 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

• 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 —.

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

• 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

• 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

• 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

• 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

• 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

• 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

• What your customers are doing on your website
• Where your customers have come from before visiting your website
• Where your customers go after leaving your website
• What your customers are looking for on your website

Website hosting servers have their own unique IP address, what does this address consist of?

• Numbers and letters
• Numbers
• Letters
• Letters and symbols

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

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

How can businesses benefit from using analytics on their website?

• It will show you where your audience comes from
• It will list which pages your audience does not like
• It will show where your customers go after they’ve left your site
• It will show you why your audience visit your site

Websites are hosted on a server and each of these servers has its own unique IP address. What does the ‘IP’ stand for?

• Internet Position
• Internet Placement
• Internet Privatisation
• Internet Protocol

When designing content as part of your content marketing strategy, what does the “Think” stage represent in the “See, Think, Do, Care” framework?

• The consideration phase, when customers start to research potential products to buy
• The finance stage, when customers think about their budgets
• The action stage, the moment when customers commit and purchase your product
• The sharing stage, when customers share images and feedback on your products

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
• Create goals and identify a USP
• Define and segment your audiences

Where does the domain name of a website primarily sit?

• In the URL
• In the coding of your header image
• In your navigation menu
• In your logo’s hyperlink

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

When considering whether to have a web presence for your business, which of the following is not a major factor?

• Technology
• Cost
• Scope
• How long you’ve been in business

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 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

Imagine a customer has downloaded an app made by their local hardware store. How could that business connect with their audience through the app?

• Call the customer when there is an offer they’d enjoy
• See where their customers are and monitor their shopping behaviours
• Send them offers when they enter a certain geographical area
• Add items to their in-app basket that you think they’d like

What is the term we use to describe how search engines categorise each piece of content?

• Listing
• Crawling
• Indexing
• Ranking

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

When looking to optimise the performance of a website to improve its search engine ranking, using ‘long tail keyword terms’ in your SEO plan often allows you to…

• Outrank lots of larger, more established companies
• Find more opportunities
• See more traffic than short tail keywords
• Perform better on social media

Gaining backlinks to your website is a great way to improve the SEO performance. What best practice will encourage people to link back to your site?

• Pay people to link back to your site
• Write some great content they will find useful
• Ensure your staff link back to your site
• Link to them first, regardless of whether they have anything interesting on their site

There are many ways you can improve the performance of a website from an SEO perspective. When it comes to link building which of the following statements is accurate?

• The quantity of links is important, not the quality
• The quality of links is important, not the quantity
• Links hidden within code on sites improves your SEO performance
• Links hidden within images on sites improves your SEO performance

Which of the following will be achieved by including an offer in a Search Engine Marketing (SEM) ad?

• It will help the ad stand out and encourage people to click it
• It will guarantee the ad appears at the top of the search results
• It will increase the amount of users across your entire website
• It can increase the quality score of your ad

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

When fine-tuning paid search ads, you change a broad-match keyword to a phrase-match keyword using which symbol?

• Quotation marks
• Apostrophes
• Italics
• Square brackets

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

Search engines see the content on a website as written code, how can you help search engines identify the images on your website?

• Place them well within your text
• Make them eye-catching
• Put branding on them
• Give them descriptive names

When looking to increase the presence of a website, putting together your search engine optimisation plan will help you plan your steps. Which activity would be first on the list?

• Choosing what images to put on your website
• Reserving all the social profiles that you will be using for the business
• Finding people who will link back to your website
• Keyword Research

• 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

When advertising on search engines, if you bid the same as your competitor, having a higher quality score will mean you appear where in comparison?

• Alongside them
• Below them
• On the next page after them
• Above them

When advertising using Search Engine Marketing (SEM), you only pay…

• when your ad appears within the search results
• when a conversion happens on your website
• when your ad is clicked by someone
• when someone stays on your website for more than 2 minutes

What can you achieve if you divide your search engine marketing account into relevant campaigns and ad groups?

• Drive more traffic to your website
• Target more people in different areas of the world
• Ensure people see relevant ads that relate to their search query
• Stop using negative keywords

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

What’s the first step in the search engine optimisation process for your website?

• Off-site optimisation
• Keyword research
• Writing fresh content
• Setting an ad budget

When ranking websites on search engine results pages, which element of a website do search engines value the most?

• How long the content on the page is
• If you mention keywords over 50 times in a short piece of content
• Unique, engaging, relevant content
• Where you are in the world when adding content to your site

• 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

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

If you want to track a completed order in your website, what would be a proper place to add the conversion tracking code?

• Website’s homepage
• Order confirmation page
• Order form page
• Contact us page

Fill the blank: When optimising SEM campaigns, negative keywords — your ads from appearing when people search for things that aren’t relevant to your business.

• prevent
• secure
• increase the chance of
• decrease the chance of

Fill the blank: ‘Search engines — the internet to discover content.’

• indexc
• crawl
• investigate
• rank

What are three key considerations when evaluating keywords for search engine optimisation?

• Competition, cohesiveness, relevance
• Frequency, competition, relevance
• Relevance, cohesiveness, execution
• Frequency, execution, relevance

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

Which search query would trigger an ad based on this keyword: [London portrait photographer]?

• Portrait photographer London
• London photographer
• London portrait photographer
• Photographers in London

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

To improve your website’s SEO performance, when should you consider updating your SEO plan?

• When you write a new blog post
• When you have a sale or promotion
• When you add a new service or product
• When you employ new staff

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

Fill the blank: When it comes to promoting a business locally, search engines can — your business in the search results page if the user is near your location.

• prioritise
• highlight
• hide
• promote

• Stern & Serious
• Serious & Honest
• Fun & Inviting
• Engaging & Inviting

• 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

• Apps allow you to send push notifications
• Apps are easy to access on the app store
• Apps generally work on more mobile devices
• Apps allow you to collate more data on your customers

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

Fill in the blank: When search engines use factors like geolocation, IP address and location based search terms to produce geographically tailored results, this is called —.

• Local Search
• Geo search
• Mobile search
• Organic search

Why is it important to reach customers on their mobiles when advertising locally?

• People use their phones while they are on the go
• Ads are smaller in mobile devices and therefore cheaper
• People prefer to receive adverts on their mobile
• Everyone has a mobile phone

• Paid advertising
• Pay for followers
• Follow all of your competitors’ followers
• Overuse hashtags

When building a website for a business, what type of design should it have in order to be “mobile friendly”?

• A scaled design
• A visual design
• A responsive design
• An integrated design

When designing mobile advertising campaigns, what is a best practice to identify which keywords to target?

• Ask your audience what they search for when looking for similar products
• Use the Google Keyword research tool or Bing Keyword research tool
• Use a tool to harvest the keywords your competitors are using
• Use all the usual keywords from your website in your advertising account

“Because online attention spans are shorter, a great hook or opening sentence is important to draw people in.” What is this a best practice example of?

• Writing engaging online copy
• Keeping the target audience in mind
• Understanding the user journey
• Being consistent in your approach to copy

• You can share offers and discounts exclusively to your following
• You can share blogs from other businesses to cover more than what you do
• You can share honest reviews about your product or service
• You can connect with customers at any time of the day

• Content scheduling tools
• Audience profiling tools
• Social media analytic tools
• Website analytic tools

Which of the following is a core benefit that content marketing can bring to a business’s online presence?

• It can improve sales by directing more traffic to your website
• It can enable a business to create a bank of content, which can be reused to create ads
• It helps a company identify its biggest competitors
• It provides you with another channel to push sales and promotional messages to
  customers on a regular basis

When looking to get noticed locally online, what information should you ensure is on your website as a minimum?

• Your social media links
• An interactive map
• Your physical location details
• Business registration number

• 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

When it comes to mobile, how would you define usability?

• The visitor’s time navigating your site
• The visitor’s experience on your site
• The visitor’s general time on your site
• The vistior’s purpose when on your site

Which of the following actions would be most effective for a business to take in order to help them progress towards achieving their content marketing goals?

• Personalising content to make each customer feel important, taking into account available data about each individual customer.
• Reducing the number of channels used for content marketing to only those channels with the highest referral numbers, thus saving money
• Identifying audiences who view their content, and ensuring those specific audiences get targeted in the future, with the aim of increasing sales
• Refining their content marketing strategy as they go, taking into account available data and metrics

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

• Optimised for different devices
• Visually engaging
• Full of relevant information
• Text heavy

• Answer The Public
• Google Ads Editor
• Facebook business manager
• EM Rush

Digital marketing isn’t just about selling your products internationally. It can be used to great effect for local businesses. What do we mean by ‘local businesses’?

• A business that operates from a specific geographic location
• A business that is within a 5km radius from the customer
• A business that has existed within a community for more than 5 years
• A business that only provides a service based product

• Increase staff morale
• Increase audience engagement
• Increase customer satisfaction
• Increase overall profit

• it allows you to target people who have ad blockers enabled
• it can be seen by people who aren’t logged into their accounts
• it allows you to target people based on their likes and interests
• it doesn’t cost too much to spread your ads far

• 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

• People trust local businesses on social media
• You can target ads to a specific local audience
• You can make video ads promoting the area
• People use social media more than they use search engines

• Research competitors
• Create a listing
• Create an ad
• Post a link

• Your audience’s data
• Your audience’s interests
• You audience’s available income
• Your audience’s offline behaviour

When looking at your email marketing metrics, Click Through Rate (or CTR) highlights which of the following insights?

• % of people that made a purchase after receiving the email
• % of people that opened the email out of the total recipients
• % of people who clicked on a link in the email out of the total recipients
• % of people who were sent the email against the total number of conversions made

When advertisers run online ads that typically include an image for people to click on, it’s called…

• Search Engine Optimisation
• Banner advertising
• Display advertising
• Webpage advertising

Which form of targeting would you use to display ads to people who have previously visited your website?

• Search advertising
• Reacquiring
• Readvertising
• Retargeting

Which of the following is the most accurate analogy for a display advertising network?

• A targeting option for publishers
• A marketplace between online publishers and advertisers
• A payments system for online ad campaigns
• A targeting option for advertisers

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

Which of the following is a key strategy for distributing your video content?

• Share videos across all of your digital marketing tools
• Pick one primary place to share your video content
• Trust word-of-mouth to drive traffic to your videos
• Send out a postcard to relevant mailing lists

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 search advertising over display advertising?

• Search ads are more likely to be clicked on
• Search advertising is cheaper than display advertising
• Search advertising allows ads to be created in multiple formats
• Search advertising is shown to customers who are searching for your specific terms

Why is it important that you set goals when planning your display ad campaigns?

• To help determine the best way to collate customer data
• To help determine the performance and allow for optimisation
• To help determine where your budget will be spent
• To help determine the performance of your competition

If the analytics for your video campaign shows people are only watching the first few seconds of your video, what can you do to try and amend this?

• Change the colours to be more eye-catching
• Change how much your branding is shown in the video
• Update the description to tell people more about the video
• Delete the video and try again with edited content

When it comes to email marketing, what do we mean by the term A/B testing?

• A/B testing means you can split your contacts alphabetically
• A/B testing means you send the same email twice to the same people
• A/B testing means splitting your audience and sending each of them a different variation of your email
• A/B testing means it is spell checked and proofed, prior to hitting send

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

What can you do to help your videos appear in search results?

• Make the content really interesting
• Give detailed descriptions of its content
• Clearly brand your videos
• Include calls to action within the videos

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

When using display advertising, what could you include in an ad to achieve the goal of driving more sales?

• Promotions and special offers
• Personalised messages
• Location specific information
• Product shots and detailed information

Retargeting allows you to…

• Target users, based on the specific actions they take on your site
• Target people, based on their likes and interests
• Appear higher within the search results
• Target people before they come to your website

Which of the following factors can impact the open rate of your email campaigns?

• The amount of links contained in the email
• The number of images in your email
• The opportunity for customers to opt-out
• The subject line of the email

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

• Tag them in posts
• Use hashtags
• Make them funny
• Use subtitles

How can your business benefit from video without making one yourself?

• Advertising on other people’s videos
• Commenting on other people’s videos
• Sharing other people’s videos
• Interacting with other people’s videos

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

Fill the blank: When you link Google Ads with Google Analytics you are able to understand which — are driving performance.

• Organic keywords
• Social media ads
• Paid keywords
• Directories

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 using analytics on your website, what do we mean by the term ‘conversion’?

• The act of a user coming from a certain geographical location
• The act of a user spending a certain amount of time on the site
• The act of a user meeting a specific metric
• The act of a user completing a goal

• 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

• Bid higher within your SEM advertising account
• Find insights that can help you identify where to make improvements
• Build better social media profiles
• Run advertising in other countries around the world

When creating a presentation based on lots of data, what principle should you bear in mind?

• Show all the information available, to give your audience as much context as possible
• Tailor your approach to your audience in order to tell a better story
• Stick to visual graphics only, as everyone will prefer this presentation format over tables and text
• Present all information in the same way because everyone interprets things similarly

How do you handle data in analytics to gain greater insights into our audience’s behaviour?

• Partition
• Sample
• Segment
• Extract

What is the benefit of using digital data?

• It can help you make informed decisions and improve online performance
• Digital data is always 100% accurate
• Digital data allows you to save money on offline analytics
• Using digital data allows you to automatically reach more customers

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

• Browser users use to access your site
• Unique visitors to your site
• Time users spend on your site
• Number of pages viewed per visit

In the world of analytics, the time the user spent on your site is considered which type of data?

• Conversion
• Clocking
• Metric
• Dimension

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

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

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

Analytics can help optimise your website for which of the following?

• For different devices, navigation & search
• For different devices & social media profiles
• For email templates & social media profiles
• For navigation, search & video campaigns

• SEM advertising
• Social advertising
• Retargeting
• Email campaigns

When trying to increase the product sales on your website, one way to achieve this is to —?

• send multiple follow up emails once a purchase has been made
• show them remarketing ads with a variety of products
• provide the customer with relevant suggested purchases
• include a pop up on your website that they have to action before continuing

When looking to introduce e-commerce functions to your website, which of the following would be the best first step?

• Build an online store with an integrated payment system
• Set up a web-based money transfer software like PayPal
• Invest in a new website platform
• Use other platforms such as eBay or Etsy

If you are looking to expand your company’s presence online internationally, which of the following should you consider with regards to your online content?

• Translated by an automated tool only
• Translated but also locally adapted for the audience
• Translated into the native language
• Left the same, and not translated

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

• accessible | supply chain | legal
• affordable | supply chain | language
• exciting | customers needs | currency
• 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

• 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

• pay less per click than standard SEM ads
• show ads to people before they visit your website
• show ads to people after they visit your website
• display a pop up on your website when people visit it