Google Digital Marketing & E-commerce Professional Certificate Answers

Google Digital Marketing & E-commerce Professional Certificate Answers – Coursera

Google Digital Marketing & E-commerce Professional Certificate Answers - Coursera

Get started in the high-growth fields of digital marketing and e-commerce with a professional certificate from Google. Learn to manage digital marketing campaigns, attract and engage customers, and sell products online.

Digital marketing involves using email, social media, search engines, display advertising, and other online channels to attract customers, encourage them to make purchases, and keep them coming back. E-commerce involves using online platforms to sell products and services, which includes designing online stores, crafting product listings, conducting market research, and analyzing store performance.

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Google Digital Marketing & E-commerce Professional Certificate Answers

Questions:

What is a digital marketing channel?
Digital marketing helps businesses do what? Select all that apply.
There are several advantages to digital marketing. For example, it enables customers to act as soon as they experience an ad. What does this advantage enable brands to do?
Fill in the blank: It is helpful to specialize in a marketing role that aligns with your _____.
Digital marketers and e-commerce analysts are often curious. What does curiosity enable them to do?
Fill in the blank: A(n) _____ contains your samples of past work and demonstrates relevant work experience.
You want to become an expert in a specific industry by working for a single company. What role should you consider?
Which role allows you to partner with companies to fill their digital marketing and advertising needs?
In a digital marketing role, you may be asked to assist with campaigns, set marketing goals and KPIs, and create customer personas. These tasks typically apply to which roles?
As a new associate, you may be asked to check that customer interactions align with business objectives, and ensure that email ads generate the desired results on a website. Who typically fills this role?
What is the term for any communication method or platform a business can use to reach its target audience online?
Marketers spend less on online advertising than television, radio, and print media. Digital marketing allows them to serve ads to the right people at the right time. What advantage of digital marketing does this refer to?
Which of the following best describes the quality of being curious as a digital marketer or e-commerce analyst?
Which of the following are benefits of working as an in-house marketing employee? Select all that apply.
You would like to work on different projects and develop a broad set of skills in your next role. Which of the following should you consider?
In an e-commerce role, you may be asked to monitor website analytics, optimize paid advertising campaigns using SEO, and manage an online marketing presence. These tasks typically apply to which roles?
What are typical job responsibilities for an e-commerce analyst? Select three answers.
A business owner wants to find new consumers for their clothing store. They plan to use social media to turn them into customers. What is this practice known as?
With digital marketing you can reduce expenses by being very specific about serving ads to the right audiences at the right moments. Which advantage of digital marketing does this represent?
Which statement regarding working in a marketing career is generally true?
As a digital marketer or e-commerce analyst, you often collect and organize information to identify patterns, uncover trends, and solve problems. Which skill does this refer to?
What is in a portfolio?
Why would someone choose an agency role instead of an in-house role?
Fill in the blank: _____ role is when you partner with companies to fill their digital marketing and advertising needs.
Setting marketing goals and KPIs, assisting on ongoing marketing campaigns, preparing reports on marketing metrics, and creating customer personas are tasks typical for which digital marketing role level?
As a new associate, you may be asked to follow SEO best practices, draft social media copy and obtain approvals, and monitor activities of returning customers. Who typically fills this role?
Fill in the blank: _____ is the buying and selling of goods and services online.
What crucial information does digital marketing help a business communicate?
Fill in the blank: Digital marketing allows you to create _____ for your social media accounts that reach the right audience.
Successful businesses help customers achieve their goals instead of focusing on sales. What does this approach focus on?
What tool helps digital marketers better understand how customers find a company and learn about a company?
What is a marketing funnel?
What are the stages of a simple marketing funnel? Select four answers.
What awareness tactic helps businesses reach new customers?
Fill in the blank: It is important to _____ outcomes at each stage of the funnel because it allows a company to find out what they are doing right, what they are doing wrong, and where they could improve.
Fill in the blank: Companies should provide clear and useful content and experiences, so leads can easily find answers and take action, making _____ more likely.
Arjun is shopping online at a few different retailers. He has added items to his cart at each store. Instead of completing any of these purchases, he steps away from his computer, leaving his cart full of products. Why is it important for online companies to measure these instances of cart abandonment?
What does a successful digital marketing strategy build?
Why is the customer journey important for digital marketing?
What does a customer journey map help marketers do?
What is a visual representation of the process through which people go from first learning about a brand to becoming loyal customers?
How does a marketing funnel differ from a customer journey map?
In the awareness stage, why is it important to measure impressions, reach, and frequency?
What funnel measurement helps companies better manage customer relationships and provides insight into how well the entire marketing funnel serves customers?
Consider the following scenario about digital marketing: A pet store creates an online presence. The owner posts video ads on social media of products and discounts. The ads don’t attract new customers. How can digital marketing help the pet store succeed?
Consider the following scenario: A customer makes an online purchase. First, they discover the product. Then, they find answers to their questions, decide to make the purchase, and recommend the product to others. What is the path called that the customer takes from finding the product to recommending it?
What is a customer journey map?
Which two stages are at the top of the marketing funnel? Select all that apply.
Maya is shopping on a company’s website. Maya spends twenty minutes trying to change the item amounts she would like to purchase. Why is it important for the company to measure how long Maya spends on a page?
Why should marketers measure cart abandonment?
Which of the following best describes brand equity?
Fill in the blank: A _____ is the foundation of a successful digital marketing strategy.
Fill in the blank: When setting a digital marketing strategy, it’s important to learn about your customers and _____ before picking your channels
Fill in the blank: Your business goals and your marketing goals need to be specific and _____.
An independent food truck vendor wants to grow its customer base. Which of the following is a specific business goal for this company?
Which of the following are examples of earned media? Select all that apply.
How does paid search compare to search engine optimization (SEO)?
A social media manager decides when to post content and how often. They would like to regularly engage followers without posting too much. Which one of the five pillars of social media marketing does this represent?
Which of the following best describes email marketing?
A customer has recently purchased a new summer dress from a clothing store. The clothing store would like to segment its email lists to address recent customers like this more effectively. What is an example of a follow-up email to the customer?
A business wants to send customers personalized emails at different stages of the marketing funnel. Which of the following is an example of an email they would send during the conversion stage?
Which of the following best describes a brand?
Why is it important to know about brands and their values?
How can a marketer use what they learn in the initial planning stage to establish a strong digital marketing strategy? Select all that apply.
What is a big, long-term aim that has the potential to affect an entire company?
A company that makes a software product wants to grow their customer base. Which of the following is a specific marketing goal for this company?
Which of the following are examples of paid media? Select all that apply.
A marketer is considering the pros and cons of paid search. Which of the following is an advantage of paid search ads?
Imagine that a company posts new content on its social media channels. Next, they want to find out how customers feel about their business. The company can then decide how to respond. Which one of the five pillars of social media marketing does this represent?
Which of the following describe spam? Select all that apply.
Fill in the blank: When brands _____ their lists, it makes it easier to build relationships with customers.
A brand decides to use email marketing as part of its digital marketing strategy. What will email marketing help this business do? Select all that apply.
Which of the following statements best describe how a company’s brand and marketing work together? Select all that apply.
To support the goal of growing its customer base by 30%, an electronics business will increase its lead generation by 35% over the next six months. To generate leads, they will highlight new product features with a 10% increase in ad budget. What type of goal is this?
Which of the following applies to SEO? Select all that apply.
As part of a marketing project, a company clarifies who their audience is and which social platforms to use. Which one of the five pillars of social media marketing does this represent?
A brand wants to build and maintain relationships with new and existing customers. To do that, they send emails with relevant, helpful content to a list of existing subscribers. What is this strategy called?
What is the difference between email segmentation and personalization?
To support an email marketing strategy, a business decides to personalize the email content they share with their list of subscribers. Which of the following strategies should they use? Select all that apply.
What aspect of marketing provides information and useful insight about customer behaviors and interactions that can help answer questions in a concrete way?
Which of the following processes provides information about customer behaviors from measurable results of marketing campaigns that could lead to an effective launch of a new product?
What is data pulling?
What can performance marketing help a business do? Select all that apply.
What is attribution?
Fill in the blank: The average customer encounters _____ on their purchase journey, and the path isn’t always straightforward.
Consider the following scenario: A digital marketing team is analyzing recent sales data. They notice that customers are frequently engaging with a specific ad, but sales are low. They want to convince stakeholders to use a data-driven attribution model to understand why customers are not taking action. What might the digital marketing team do to convince their stakeholders?
Which of the following statements are true about data storytelling? Select all that apply.
Imagine a digital marketer is preparing a data story to share with stakeholders. The story has three components: what its insights mean, why they matter to the audience, and what the audience can do about them. What aspect of data storytelling does this describe?
What is the relationship between visualizations and the narrative in data storytelling?
Fill in the blank: _____ is a collection of facts or information.
Which of the following are examples of performance marketing metrics that help marketers to measure and reach their goals?
An entry-level digital marketer is working with data. They collect the data they need from an analytics tool and put it into a spreadsheet to make it easy to access and work with. Which way of working with data does this describe?
A software company spends $100 on an ad. They make $150 as a result of that ad. The revenue they gained is 150%. What is this performance metric called?
Which of the following statements is true about data storytelling?
When crafting a narrative, digital marketers include compelling information about the data. They address what data insights mean, why they matter, and what can be done about them for stakeholders. What is the likely impact on stakeholders? Select all that apply.
A marketer is creating a data story and picks their data points and insights. What is the next step in creating a data story?
Fill in the blank: The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies is called _____.
What is data analysis?
What refers to how much revenue is gained versus how much was spent?
ill in the blank: _____ measures customer engagement with marketing content across channels to understand what is motivating customers to take action.
What do marketers use to convey insights to an audience through a clear and compelling narrative?
What are the three main components of narrative context? Select all that apply.
A marketer creates charts and infographics as part of their data story. What is this component called?
Which component of a customer persona represents what is preventing the customer from achieving their goal?
Which of the following is true regarding customer personas? Select all that apply.
You’re creating a customer persona and you collect the following information: A person wants to exercise but does not think they have time to get to the gym. What question should you ask to complete this customer persona?
How does the marketing funnel help your marketing strategy?
Which of the following best describes the loyalty stage of the marketing funnel?
Fill in the blank: _____ support the plan to achieve the marketing goal and tend to be general ideas. Tactics are actions taken to make the plan happen.
As a digital marketer, you focus on search engine optimization and creating content to reach potential customers not familiar with your brand. This strategy falls under which marketing funnel stage?
Which of the following strategies helps to turn customers into loyal brand followers?
As a digital marketer, you work on elements of the product page and checkout process that speed up the page load time. This strategy falls under which marketing funnel stage?
A marketer plans to build interest in a new product. Which strategy will help them during the consideration stage?
Which component of a customer persona includes characteristics and demographics?
What is the first thing you should do when collecting information for your customer persona?
You’re creating a customer persona and you collect the following information: A 45-year-old man who regularly watches movies online and does not think he has a wide enough selection of movies to choose from. What question should you ask to complete this customer persona?
Which of the following refers to the marketing funnel?
Which of the following best describes a customer who is in the loyalty stage?
Fill in the blank: Strategies support the plan to achieve the marketing goal and tend to be general ideas. _____ are actions taken to make the plan happen.
As a digital marketer, you encourage customers to leave a review and share their experience with the business. This strategy falls under which marketing funnel stage?
As a digital marketer, you update the product page checkout button color after a successful A/B test. This strategy falls under which marketing funnel stage?
As a digital marketer, you create an automated email sequence for potential customers. The email sequence will go out to people who sign up through the website. The emails will provide more information about your products and a discount code for their first purchase. This strategy falls under which marketing funnel stage?
What do demographics refer to?
Consider the following customer persona: A 38-year-old woman who exercises regularly and does not think that she has enough time to cook meals after work. What component of the customer persona is missing?
What is the correct order of the marketing funnel?
Which of the following best describes the conversion stage of the marketing funnel?
As a digital marketer, you provide customers with a free branded t-shirt and magnet for a first-time purchase. This strategy falls under which marketing funnel stage?
A marketer plans to build interest in a new product. Which strategy will help them during the consideration stage?
The Google search engine explores the Internet to find new or updated webpages. This represents which main process of a search engine?
What automated software helps locate information to answer a user’s query?
To rank search listings, the Google algorithm tries to understand the overall value of a webpage. It does this by using feedback from a process that may contain signals, such as links from prominent websites. This represents which results key factor?
Which search engine results pages (SERPs) feature displays a special box with information intended to help the searcher more easily discover what they are seeking?
Digital marketers often review website content or structure as part of search engine optimization. What does this task include?
Which pre-SEO work includes studying content already in the SERPs so that you can create webpage content that is better and more appealing than what is available elsewhere?
What keyword practice does Google’s SEO quality guidelines recommend should be avoided?
Which of the following is true regarding a website’s structure and navigation?
Fill in the blank: Every website has a _____, also known as the root page.
What code is used to better describe a webpage’s content to search engines?
The search algorithm considers the meaning of a user’s search when ranking websites. What does this refer to?
What do featured snippets display on search engine results pages (SERPs)?
One of the pre-SEO factors to consider is “knowing your competitors well.” What does this include?
Which of the following statements regarding keywords is true?
Which of the following refers to good website structure and navigation? Select all that apply.
What are breadcrumbs on a website?
The Google search engine delivers relevant content for a user’s query. This represents which main process of a search engine?
Which of the following does the algorithm consider when ranking a webpage for a search?
To rank search listings, the Google algorithm reviews the user experience of a webpage, such as the load speed and if it is mobile friendly. This represents which results key factor?
What do rich results display on search engine results pages (SERPs)?
Technical website development is a task involved with search engine optimization. What does this task include?
What is a webpage’s position in the search engine results pages (SERPs) called?
An e-commerce business informs users that its checkout page has a secure connection for purchases. Which website optimization recommendation is this an example of?
How can good anchor text help you implement SEO for your website?
As a digital marketer, you are reviewing image content on your company’s website. You notice that several of the images are an original version with a large file size. Which of the following image best practices is this likely not following?
Which of the following is a webpage title element recommendation?
When creating meta descriptions, which of the following recommendations should you consider?
Which of the following best describes structured data?
What file provides information about the pages, videos, and other files on a website, and the relationships between them?
Using the Google Search Console, where can a digital marketer find information about the site’s traffic according to its queries, pages, and countries?
What Search Console report shows the index status for all the pages in a website?
As a digital marketer managing a website, you would like to prevent a webpage on your site from appearing in Google Search. What Search Console tool could provide a temporary fix?
A digital marketer aims to increase a website’s visibility by optimizing the images for speed. What should they remember when uploading these images to the website?
What recommendation will help a digital marketer write effective meta descriptions?
A marketer enhances webpage results in Google Search by including interactive features and a star rating. How did they achieve these unique features?
Fill in the blank: Many website platforms such as WordPress, Wix, or Blogger automatically create and make a _____ available for search engines.
Which initial Search Console step includes a report that breaks down the traffic by queries, pages, and countries?
What Search Console report indicates if your website has been hacked, or behavior on the site could potentially harm a visitor or their computer?
As a digital marketer managing a website, you would like detailed crawl, index, and serving information about your pages. This information comes directly from the Google index. Which Search Console tool would you use to gather this information?
As a digital marketer creating a webpage, you create content that visitors find engaging. The visitors then share and direct other visitors to the website. This represents which site optimization recommendation?
As a digital marketer, you’re reviewing image content on your company’s website. On one of the images you notice the following alt text: best smoothie banana smoothie buy smoothie strawberry smoothie healthy smoothie. This alt text represents which concept to avoid?
What recommendation will help a marketer create effective web page titles?
What does adding structured data markup to an e-commerce web page help Google Search do?
Which of the following is true regarding sitemaps?
When using Google Search Console, you will receive an email if an unusual event occurs. What is an example of such an unusual event?
What information does the Links report share about a company’s website?
Which of the following is true about the sitemaps report in Google Search Console?
A marketer only pays when someone takes action on their ad. What type of advertising model is this?
Which of the following statements regarding search engine marketing is true?
As a digital marketer setting up a search engine marketing ad, you display information that highlights a specific aspect of a product. What is the term for this format?
Which of the following is true about a campaign budget? Select all that apply.
You are setting up keyword matching for “tennis shoes”. Your ad also shows for searches that include the meaning of your keyword, such as “shoes for tennis”, “buy tennis shoes on sale”, and “red tennis shoes.” Which keyword match type is this?
Consider the following statement: Google rates the relevance of your ads and landing page to a query and how likely a user is to click your ad. What does this refer to?
Which of the following is a Google Ad best practice?
As a digital marketer, you may create ads. Which of the following refers to responsive display ads?
Which of the following are responsive display ad best practices? Select all that apply.
Which of the following refer to ad groups? Select all that apply.
What does Pay-per-click (PPC) allow businesses to do?
What information does an ad extension include?
What do you primarily learn when setting up conversions for a Google Ad?
Consider the following statement: The more you’re willing to pay, the higher it may show in the SERPs. What does this refer to?
As a digital marketer, you will consider several best practices when creating effective ads. Which of the following is a Google Ad best practice?
Which of the following is true of responsive display ads?
As a display ad best practice, you should use new display ads every few weeks. Why is this important?
Fill in the blank: The amount you are willing to spend each time a potential customer clicks your ad or calls you is known as a(n) _____.
Which of the following statements regarding search engine marketing is true?
A business wants to drive searchers to the contact page instead of the home page. Which benefit of search engine marketing addresses this need?
As a digital marketer setting up an SEM ad, you include information about the business such as additional website links, a phone number, and an address. What is the term for this additional information?
Which of the following refers to the exact keyword match type?
Which statement regarding Ad Rank factors is true?
To ensure a cohesive customer experience for a responsive display ad, what best practice should the landing page follow?
Which of the following is true of responsive display ads?
What is social media marketing?
A digital marketer is interested in using social media to promote a business but is unsure if it is within their budget. What benefit of social media marketing will help them decide?
Why is it beneficial for a company to learn about their target audience’s likes, dislikes, and interests through social media?
What will define the primary goals of your social media marketing campaign?
Fill in the blank: _____ can help a company understand what people think about their brand, which can inform their marketing and product-development decisions.
A digital marketer collects data from social media platforms to analyze a campaign’s performance. What is typically the next step after they collect and analyze this data?
Which of the following are examples of earned social media? Select all that apply.
What platforms can a business use to generate owned media?
Fill in the blank: _____ social media can be used to target specific groups of people who might be interested in a company’s products and services, as well as promote a company’s content in order to drive more earned media.
A marketer identifies topics their target audience is searching for to help capture their attention. What stage of the marketing funnel are they targeting?
A digital marketer creates content for a company’s social media accounts. What does social media marketing enable the marketer to do with the content?
Why is social media an effective tool for targeting new customers?
Which of the following are core pillars of social media marketing? Select all that apply.
Consider the following scenario: A company is trying to determine when their audience is most likely to engage with their content, as well as how often the company should post. Which core pillar of social media marketing is this company working on?
Which of the following is a benefit of paid social media campaigns?
Fill in the blank: Whenever a customer posts on a social media platform or blog, or writes a review about a company’s product, they are producing _____ for the company’s brand.
Fill in the blank: _____ media is all the digital content a brand fully controls.
What is a benefit of paid media?
A marketer creates interactive content for a brand’s Facebook page. Their goal is to promote a product and increase customer engagement. What marketing process did they follow?
A marketer aims to tailor their marketing strategy to a specific audience. How might social media help them achieve this goal?
Which social media marketing pillar helps a marketer determine their campaign’s content type and format?
Which of the following apply to the planning and publishing pillar of your social media campaign?
A digital marketer interacts with users online to improve their experiences with a brand. They track conversations and trends related to the brand. What process are they using to determine what users think about the brand?
A digital marketer includes earned media in their social media marketing strategy. Where can they gain earned media from?
Consider the following scenario: A digital marketer is running a social media campaign for a company that sells dog treats. Customers are posting pictures of their dogs devouring these treats on social media. This user-generated content is an example of which type of media?
How can paid social media impact owned and earned media?
Fill in the blank: During the _____, a company can use paid remarketing campaigns to reach people who have already shown interest in the company’s brand.
Fill in the blank: By defining the goals of your social media campaign, you make yourself _____.
What is a company trying to identify when they ask these questions: What problems are customers struggling with? What issues do customers have that our products or services could help solve?
Which factors should a marketer consider when selecting social media platforms? Select all that apply.
Which are common social media content buckets? Select all that apply.
A marketer posts messages that reinforce a brand’s message, values, and vision on social media. This is an example of which type of content?
Which of the following are examples of conversational content? Select all that apply.
Consider the following scenario: A digital marketer records a product demonstration to showcase the company’s newest arrival. If they post this recording to one of the company’s social media platforms, what content format are they using?
A digital marketer identifies when a target audience is active online and what time zone they are in. What does this information enable them to do?
What are the benefits of using a social media calendar? Select all that apply.
Fill in the blank: Reviewing posts in a social media calendar ahead of time allows you to copy-edit, check for spelling errors and typos, fact-check, and ensure that all of the _____ are correct.
Increasing community engagement is a common example of what type of goal?
What types of information should a company compile in order to identify their target audience? Select all that apply.
Why should a marketer consider how different platforms work when choosing a social media platform?
Fill in the blank: _____ appeals to people who are on a social media platform to enjoy themselves, and it can help an audience relate to a company’s content and their brand.
A marketer creates social media posts that build trust in a brand and positions them as an industry leader. What type of content is this?
Which of the following are examples of promotional content? Select all that apply.
Which of the following are examples of content formats for social media? Select all that apply.
What does a digital marketer need to consider when determining the best time to publish content? Select all that apply.
A digital marketer schedules posts in advance and organizes content in a centralized location. What tool enables them to do this?
Fill in the blank: When a digital marketer is ready to develop a social media calendar, they first need to identify the _____ they want to post on.
A marketer compiles the age, location, and language of current customers. What does this information enable them to do?
Fill in the blank: To help a company choose the right social media platform, they need to start by understanding _____.
A marketer posts viral videos and jokes for audiences to enjoy. This is an example of which type of content?
A marketer posts free gifts to boost sales and encourage people to buy for the first time. What type of content is this?
Fill in the blank: _____ give social media users an immediate impression of a company’s brand.
Which of the following are generally true when determining the frequency and timing of your posts? Select two.
How can a social media calendar help a digital marketer avoid making major mistakes in their posts?
What does social listening enable a marketer to do?
A digital marketer tracks and analyzes conversations related to a brand online. What social listening practice did they use to find these conversations?
A digital marketer studies customer engagement on social media. They notice a high number of likes but few comments and mentions of the business. What tactic can they use to increase customer engagement?
What is a difference between social listening and social media engagement?
A skincare company increases its social media engagement by hosting weekly live question-and-answer sessions with a dermatologist. How does this interactive content help the company increase engagement?
What is a Tweet?
A marketer creates a strategy to gain new followers on Twitter. Currently, they use relevant hashtags in tweets and regularly reply to followers. What other tactic can they use to increase their followers on Twitter?
Why would a digital marketer choose to repurpose content on other social media platforms?
Which of the following are ways to achieve an authentic brand voice? Select all that apply.
When writing for social media, what does a call to action help you do?
Which of the following is true about social listening?
A digital marketer identifies how people think about a brand with the goal of engaging them effectively. Which process can they use to find this customer information?
A digital marketer measures how people interact with a brand’s social media content and notices regular engagement, such as likes and mentions. How can the marketer use this information to increase customer engagement with the brand?
Based on social listening, a brand has learned a new product they recently launched is unpopular with their customers. How can they use social media engagement to improve their brand sentiment?
Why is showing images or videos of employees an effective social media engagement strategy?
Fill in the blank: Unlike on other social media platforms, posting more often is better on _____, because the feeds tend to move quickly.
Which of the following tactics would likely result in a company increasing their Twitter following? Select all that apply.
When repurposing content for social media, why should you consider whether the content is evergreen?
Why should you develop a clear, consistent brand voice for social media?
Which of the following is an example of a call to action on social media? Select all that apply.
What is a benefit of monitoring customers’ online conversations about a brand?
Imagine a company is using social listening to learn about what is happening in their industry. What can the company learn from social listening? Select all that apply.
What information does a business typically gather when tracking its social media engagement?
A digital marketer aims to increase the number of likes, comments, mentions, and shares a brand receives on social media. What best practice will help them reach this goal?
A business learns that a large number of followers are interested in receiving frequent updates from them. They decide to use Twitter to post regular updates. How can they use Twitter to further engage with these followers?
Which of the following are characteristics of an effective Twitter bio? Select all that apply.
Which of the following are potential benefits of repurposing content? Select all that apply.
Which of the following are ways to achieve an authentic brand voice? Select all that apply.
Fill in the blank: An instruction that tells the customer what to do next is called _____.
What is qualitative data?
Fill in the blank: Social media analytics is the process of _____.
A marketer creates a new campaign and uses a tool to learn what content receives the most engagement and results. What is this an example of?
Each social media goal has related metrics that help you do what?
In the loyalty stage of the marketing funnel, a business wants to predict future customer engagement. They ask current customers if they would recommend the company’s product to a friend. What metric does this describe?
A marketer observes a company’s audience and notices a trend on social media. What should they do next?
What do social media reports allow marketers to do? Select all that apply.
What factors should you consider to help you decide how frequently to present social media reports? Select all that apply.
In a social media report, what is the benefit of visualizing data with charts or graphs?
Consider the following scenario: A marketer delivers a social media report presentation to a small group of stakeholders. Between each slide, the marketer briefly pauses. They also speak in slow, easy-to-understand sentences. What presentation best practice does this example describe?
A marketer gathers campaign data, such as the number of clicks on a platform over a three-month campaign period. What type of data is this?
Imagine that a company launches a social media campaign for their newest product. What process can help them learn how well their audience is receiving the campaign?
A company uses a tool to better understand its audience and what content they engage with the most. What is this an example of?
What do social media goals help marketers determine?
As customers reach the conversion stage of the marketing funnel, a business decides to track how customers were guided to their website from specific platforms. What metric does this describe?
A marketer uses social media analytics to track a campaign’s performance. After three months, they learn that video content performs better on Facebook than on Instagram. What should the marketer do based on these results?
A marketer uses a tool to visualize and present their social media data. They aim to make it easy to understand by justifying their strategy to colleagues and clients. What do they use to communicate this?
A marketer gathers qualitative and quantitative data for a new campaign. What is the difference between the two?
A marketer uses a tool to measure the social media ROI for a new campaign. They also learn how many followers were gained on different platforms. What is this an example of?
What can you use to measure progress toward a goal?
Imagine that a marketer wants to make their brand seem more authentic. To do that, they decide to customize content based on customer personas. What can they do to put this strategy into practice?
What does it mean to tailor a social media report for your audience? Select all that apply.
What should the analysis section of a social media report include?
Consider the following scenario: A marketer delivers a social media report presentation to a small group of stakeholders. They include a compelling statistic and a positive customer review from a social media post. The marketer says: “And this is only one of many positive comments!” What presentation best practice does this example describe?
Which of the following refers to paid social media?
How does paid social media allow marketers to target their most relevant customers?
Fill in the blank: _____ is ideal for nurturing connections with customers through communication and relationship building.
How can paid social media help a company increase conversions?
Why is it important to build a social media campaign around one of your customer personas?
What should a company consider when deciding which social media platforms to use for their campaign? Select all that apply.
What does a digital marketer need to consider when developing a strategy for a paid social media campaign? Select all that apply.
A marketer considers remarketing to their customers on social media. What two types of remarketing are available?
A marketer considers a campaign’s ad spend, tools, and content creation. What is this an example of?
A business wants to create social campaigns to raise brand awareness, deliver specific messages, and increase engagement. Which bidding strategy is ideal for this?
Consider the following scenario: A customer notices a company’s ad on their social media profile of a pair of shoes that they had just been checking out on that company’s website. As a result, that pair of shoes is more likely to be in the customer’s mind when they go to make a purchase. This outcome is one of the benefits of using paid social media. What is this benefit called?
As a marketer, you regularly nurture your connections with customers through communication and relationship-building. Which type of social media helps you achieve this?
You’re creating a new social media marketing campaign. Your goal is to increase awareness and conversions and target specific audiences. What type of social media will help you achieve your goals?
What does a digital marketer first need to determine before developing a strategy for a paid social media campaign?
What is the main factor a marketer should consider when choosing the best social media platform for a campaign?
What does a digital marketer need to consider when developing a strategy for a paid social media campaign? Select all that apply.
A marketer decides to personalize their ads and limit the frequency of the ads. What is this an example of?
What are the components of a paid social media advertising budget? Select all that apply.
A marketer searches for a bidding strategy to increase conversions and generate value. Which of the following is ideal for these goals?
Fill in the blank: _____ involves displaying paid ads or sponsored marketing messages on social media platforms to target a specific audience.
If a company is launching their first paid social media campaign, what kind of platform should they use?
When developing a paid social media campaign, a digital marketer will need to develop and upload creatives. What are creatives?
What are the main types of remarketing? Select all that apply.
What do the goals you set in a paid social media strategy help with?
Fill in the blank: Email marketing is the process of sending messages to a list of existing subscribers to _____.
Why are insights an important part of your email marketing strategy?
Email marketers can expect that for every dollar they spend on email marketing, they will earn 42 dollars. This best describes what concept?
How can a company analyze the political, economic, social, technological, legal, and environmental factors that may affect their marketing strategy?
Which of the following are characteristics of a SMART goal? Select all that apply.
A sales-driven e-commerce store with a high volume of monthly orders wants to increase their online sales by 25%. What element should they consider to make this a SMART goal?
When creating an email marketing campaign, you set a standard for how you will present your brand and maintain that standard in all customer communications. Which marketing best practice is this an example of?
A digital marketer promotes a business by sending several emails per week. The emails offer promotions that seem unbelievable and the marketer notices a low email engagement rate. What tip will likely increase their email engagement rate?
Why is segmenting an effective email marketing strategy?
Which of the following could be considered quality content included in an email marketing campaign? Select all that apply.
A company uses email marketing to promote its products because it offers a high return on investment. What other benefit makes email marketing an effective tool?
A digital marketer evaluates the success of an email marketing campaign by calculating the return on investment (ROI). What do they learn from calculating the ROI?
When creating a brand’s email marketing strategy, you aim to identify any external factors that may affect the process. What research helps you examine the brand’s external context?
Imagine a company is creating an email campaign for an app-based tech company. What kind of goal should the company set to grow their brand?
Fill in the blank: Setting goals that are _____ helps inform a company if it is making progress at a good rate.
Which of the following statements is considered a don’t when it comes to email marketing? Select all that apply.
A digital marketer promotes a business by sending several emails per week. The emails offer promotions that seem unbelievable and the marketer notices a low email engagement rate. What tip will likely increase their email engagement rate?
Which of the following are effective ways to segment email marketing lists to ensure specific customers enjoy marketing emails? Select all that apply.
How can a company prioritize quality over quantity in their email marketing campaigns?
Which of the following is an effective tool for promoting services, products, goods, and stories to potential, new, and existing customers?
How can an inexperienced, entry-level marketer create an effective email campaign?
If a company has a high return on investment (ROI), which of the following scenarios is likely true?
When creating a campaign goal, you add a deadline to indicate when you should reach the goal. Why is it necessary for you to set time-bound goals?
A digital marketer retains valuable subscribers by only sending them relevant emails. What email marketing recommendation did they follow?
A digital marketer needs to increase their email open rate by making the emails more engaging. What changes should they first test to increase engagement?
Which of the following are common types of email marketing? Select all that apply.
Imagine that a cosmetics company shares an interactive email inviting potential new customers to match products to suit their own skincare needs. What is this an example of?
Which of the following best describes the content of a good welcome email?
Fill in the blank: A wellness company includes external resources, like articles featuring anxiety-reducing breathing exercises, in a _____.
A brand creates an email to offer customers 25% off their next order. Their goal is to increase sales. Why should they create a promotional email to achieve their goal?
Imagine a company’s customers frequently leave items in their cart. What could the company do to encourage a customer to purchase the items they’ve left behind?
Fill in the blank: Sending a special offer to customers who are not engaging with a company’s newsletters is an example of a _____.
Which of the following types of email fall into the loyalty bucket of the marketing funnel? Select all that apply.
Which of the following types of marketing emails fall into both the consideration and loyalty stage of the marketing funnel?
Which of the following marketing emails should include a call to action? Select all that apply.
Which of the following are examples of content you would likely find in an email for a furniture company’s marketing campaign? Select all that apply.
A marketer creates an email to attract new customers. They include a brief description of their offering and its value to the customers. They also add a “Click here” button and write a funny subject line to encourage customers to click on the email. What additional best practice should they follow to create a successful acquisition email?
When creating a newsletter, how can you attract a customer’s attention?
Fill in the blank: A grocery store delivery app that sends an email with a code for free delivery is an example of a _____.
A marketer creates a follow-up email with a personalized message and a clear call to action. What tactic should they consider to make this an effective follow-up email?
Which of the following types of email fall into the consideration bucket of the marketing funnel? Select all that apply.
Which of the following is an example of email copy? Select all that apply.
Fill in the blank: A subtle button in a welcome email that says “Get Started” is an example of _____.
A marketer creates an email campaign to inform customers about their latest products and offers. What common type of email marketing did they use?
Which of the following are effective ways to use an acquisition email? Select all that apply.
A digital marketer creates an email newsletter that contains relevant information about its product. However, only a few subscribers click on the call-to-action button. What recommendation will help the marketer increase the effectiveness of the newsletter?
What are promotional emails commonly used for?
What is an example of relevant information you can include in an email newsletter?
A digital marketer creates a promotional email that only a few recipients open. What tip will help them write better subject lines that recipients want to open?
Which of the following marketing emails should include a call to action? Select all that apply.
A digital marketer can use website prompts, display ads, social ads, and referrals to do what with email marketing?
Fill in the blank: _____ is the practice of dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history.
As a digital marketer, you segment your email list according to spending habits, browsing habits, and brand loyalty. What are these characteristics referred to as?
As a digital marketer writing an email, what question should you consider to help write the body text?
What is a best practice when writing email content?
Which of the following are benefits of email marketing automation? Select all that apply.
What tool helps marketers manage every part of an email marketing campaign, from sending a large volume of targeted emails to tracking insights?
What is an example of a personalization mistake in email marketing?
In the context of email marketing, what is the process to ensure that the email you send does not have mistakes?
Imagine you are writing an email to tell customers about a new product. You make the email exciting, bright, and enthusiastic. This represents which tip for writing effective emails?
As a digital marketer, you are building an email list for an upcoming campaign. How can you use search engine marketing to help build your list?
What should you consider when segmenting an email list according to psychographics?
You’re writing an email and you consider what you are offering the reader. Where should this information go in your email?
When writing an email, you refer to the audience as you, your, or yours. You use a code that allows you to insert unique user data, such as their name. What is this code referred to as?
A marketer sets up an email marketing campaign. They consider using a tool to automate the process while they focus on other parts of the campaign. Which of the following tools can assist them? Select all that apply.
As a digital marketer, you accidentally send out an email with the wrong product page URL to your list. This is an example of what email marketing mistake?
Fill in the blank: A _____ process might include creating a checklist that ensures you’re using the correct format, content, personalization tags, and anything else you may want to be careful about.
Imagine you are sending an email to announce a product launch. You write about how the product creators came up with the product idea, what motivated them to create it, and the problem the product solves. This represents which tip for writing effective emails?
As a digital marketer, you are building a list of recipients for an email marketing campaign. What can you use to build this email list?
As a digital marketer, you are dividing your email list by demographics. Which of the following best represents demographics?
As a digital marketer writing an email, which point of view is it generally recommended to write in?
Which of the following is true regarding using automation in email marketing?
What can the Mailchimp, HubSpot, and Salesforce tools assist with?
How can marketers set the tone of an email marketing campaign?
A marketer works with data and metrics. Which of the following refers to the relationship between data and metrics?
Fill in the blank: _____ are the metrics you prioritize to determine your email marketing campaign success.
As a digital marketer, you learn how engaged your subscribers are. You divide the number of people who opened the email by the number who received the email. What metric did you calculate?
A marketer creates an email marketing campaign for the holiday season. They send an email to 12,500 people. The email receives 3,722 total clicks, 6,245 opens, and 6,112 unique opens. They are interested to know how the subscribers engaged with the email and decide to calculate the click-to-open rate. How should they determine this metric?
After emailing their subscriber list, a marketer divides the total number of undelivered emails by the number of emails sent, multiplied by 100. What metric are they calculating?
After emailing their subscriber list, a marketer divides the number of conversions by the number of emails delivered. What metric are they calculating?
As an email marketer, you need to determine if your efforts are increasing sales dollars. What metric calculates the ratio of money made and money spent?
As a digital marketer, you are calculating your email list growth rate for the past month. The list gained 1,729 new subscribers. It had 245 unsubscribes. The list total is 76,921 subscribers. How do you calculate the list growth rate for the past month?
Which of the following are recommendations for the email marketing report? Select all that apply.
When giving a presentation on email marketing metrics, you stop speaking after you pose a question to the audience and when you transition to a new section. Which tip for presenting does this represent?
Fill in the blank: _____ are quantifiable measurements used to track and assess a business objective.
What metric is calculated by dividing the number of people who opened the email by the number who received the email?
As a digital marketer, you are calculating the percentage of emails that did not get delivered to the recipient’s inbox. What metric are you calculating?
An email you sent was delivered to 32,967 recipients. 9,745 opened the email. 403 made a purchase. How would you calculate the conversion rate?
As an email marketer, you create an email marketing campaign to offer a product discount. The total revenue was $51,700 and the total cost was $2,068. How would you calculate the ROI?
As a marketer, you include KPIs representing a campaign’s progress and use graphs to communicate information visually. When is this approach particularly important?
A digital marketer prepares to present campaign data to a large group. They are nervous about the presentation and want to avoid speaking too quickly. When is a good opportunity to briefly pause during the presentation and slow their pace? Select all that apply.
What is the relationship between data and metrics?
What is the calculation for the click-to-open rate?
An email you sent was delivered to 111,714 recipients. 28,045 opened the email. 9,772 clicked on the link in the email. 2,291 made a purchase. How would you calculate the purchase conversion rate?
What is the calculation for return on investment (ROI)?
When giving a presentation on email marketing metrics, you create a formal and structured presentation for your external client. The external client is not familiar with the metrics, so you include few abbreviations and avoid jargon. Which tip for presenting does this represent?
What makes a SMART goal time-bound?
What makes a SMART goal measurable?
A marketer creates a SMART goal for an upcoming social media campaign. Why is it important for a SMART goal to be specific?
As a digital marketer for a pet supplies business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by psychographic characteristics? Select all that apply.
As a digital marketer for a tutoring business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by demographic data for the child? Select all that apply.
As a digital marketer for a popular clothing company, you are segmenting your email list to reach customers who enjoy shopping for clothing online instead of in-store. To further personalize your emails, you are interested in learning more about the audience’s behavioral data. What questions will help you determine their audience’s behavioral data? Select all that apply.
When crafting an email, which element addresses the reader in the second person, emphasizes potential benefits, and is no more than 90 words in length?
A digital marketer monitors an email list to determine the rate at which the list grows. They count 4,810 new subscribers and 224 unsubscribes from a list of 65,454 recipients. How would they calculate the list’s growth rate?
In your last email send, you delivered 106,417 emails with 41,067 email opens, 12,449 link clicks, and 2,980 purchases. How would you calculate the purchase conversion rate?
As a digital marketer, you send 250,070 emails as part of an email marketing campaign. The emails received 48,320 unique opens and 4,813 clicks. How would you calculate the click-to-open rate?
A marketer creates a SMART goal for an upcoming social media campaign. They are still determining when the goal should be reached by. Why is it important for a SMART goal to be time-bound?
Consider the following SMART goal: Increase the click-to-open rate on sales emails to at least 8% within six months through more persuasive copy and clear calls to action. What part of the goal is measurable?
As a digital marketer for a travel booking company, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by psychographic characteristics? Select all that apply.
In the past month, your email list added 1,942 subscribers and had 277 unsubscribes. The list total is 38,004. What is the calculation for the list’s growth rate?
A digital marketer delivers 103,000 emails for an email marketing campaign. The emails received 60,320 unique opens and 5,811 clicks. How would they calculate the click-to-open rate?
As a digital marketer for a travel booking company, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by behavioral data? Select all that apply.
What makes a SMART goal specific?
As a digital marketer for a tutoring business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by psychographic characteristics? Select all that apply.
As a digital marketer for an online homeware store, you are segmenting your email list to reach new and loyal customers. To further tailor your emails to the customer, you are interested in learning more about the audience’s behavioral data. What questions will help you determine the audience’s behavioral data? Select all that apply.
When crafting an email, which element begins with a verb, is no more than five words in length, and may encourage the reader to make a purchase?
A digital marketer monitors an email list to determine the rate at which the list grows. They emailed 60,345 recipients and gained 2,500 new subscribers and 530 unsubscribes. How would they calculate the list’s growth rate?
In your last email send, you delivered 223,482 emails with 48,332 unique opens and 10,041 clicks. What is the calculation for your click-to-open rate?
Imagine that a marketer is developing a specific campaign in a media plan and they set a target with a measurable, numeric value. What does this describe?
A marketer aims to increase a company’s yearly revenue. They create a marketing goal to increase the number of website visits. What is the connection between these two goals?
A marketer uses return on ad spend (ROAS) as the performance goal for an ad campaign. What does ROAS indicate?
Imagine that a marketer is developing a digital media plan, and they ask: “How long will the campaign run?” What part of a marketing plan does this describe?
As a marketer, you are working on a digital ad campaign for a new product. You learn that advertising costs $320 to sell 15 units of a $210 product. What is the campaign’s return on ad spend (ROAS)?
Consider the following scenario: Imagine that you want to learn which of two direct response pages performs better based on the number of clicks. You set up a test that randomly directs half of the web traffic to one page, and half to the other. After a set time period, you tally the total clicks on each page. What is this test called?
What is the difference between a micro conversion and a macro conversion?
Consider the following scenario: Imagine that a marketing team has a trove of historical data. The team makes data models based on collected browsing histories. They use these models to identify the right audience for a successful campaign early on. Which application of big data does this describe?
A marketer identifies the average CPA based on comparative data from historical campaigns. What does this enable them to do?
When creating a media plan, why should you clearly identify your target audience?
A marketer creates a new campaign. They determine how many times each ad is displayed and how many responses it receives. What are these targets an example of?
A marketer measures a campaign’s performance for a company that aims to grow its revenue. They use the formula (number of units sold x cost per unit) / ad spend. What did they determine?
Consider the following scenario: Imagine that a marketer is working on a digital ad campaign for a single product. They learn that it costs $150 USD in advertising to sell 5 units of a $75 USD product. They apply the formula to calculate return on ad spend (ROAS). What is this marketer’s ROAS?
After completing an online test, a marketer deploys the better performing of two direct response ads. What type of testing strategy did the marketer use?
How can predictive analytics help marketing teams? Select all that apply.
When creating a media plan, why should you identify the media mix?
How does a marketer set a performance goal for a marketing campaign?
Which of the following is true about media planning?
As a marketer, you create a campaign to promote a new product. You learn that advertising costs $450 to sell 30 units of a $310 product. At the end of the campaign, you are interested in the ratio of revenue generated to the amount spent on advertising. How would you calculate the campaign’s return on ad spend (ROAS)?
A marketer uses attribution to assign credit to completed purchase transactions instead of responses that indicate they are on the way to purchase. What type of conversion does this refer to?
When creating a media plan, why should you allocate a fixed budget?
In Google Analytics, which of the following are required for data collection? Select all that apply.
Consider the following scenario: Imagine a marketer sets up a Google Analytics 4 property to collect information about a brand’s website. Next, they set up events to track user behavior on the site. Which of the following are examples of events they can track?
A digital marketer uses Google Analytics to help monitor the conversion rate for an email campaign. Which campaign tags should be added to the URL shared in emails? Select all that apply.
In the Google Analytics Explorations feature, which Template gallery technique uses a table or chart to visualize the data?
In Google Ads, what is the impressions metric?
In Google Ads, what can ad groups help you do? Select all that apply.
Consider the following scenario: Imagine that a marketer wants a more complete view of the marketing funnel in one place—from clicks in the Awareness stage to conversion rate in the Conversion stage—without switching between platforms. What method can they use to do this?
Fill in the blank: An ads preferred attribution model attributes 100% of a conversion to _____.
Fill in the blank: Data from Google Analytics can also be _____ like BigQuery, which is Google’s data warehouse in the cloud.
Consider the following scenario: Imagine that a marketer needs to monitor a website’s performance with analytics tools. The website’s tags are implemented using JavaScript code and the company works exclusively with Google tools. Which method of tagging is specifically designed to be used with all Google products and services?
In Google Analytics, what is the result of an event?
Consider the following scenario: Imagine a marketer sets up a Google Analytics 4 property to collect information about a brand’s website. Next, they want to learn what devices were used to visit the website. What can the marketer use to collect this information?
In Google Analytics, which UTM tag helps monitor the traffic from email?
In the Google Analytics Explorations feature, which Template gallery technique shows how user segments relate to each other?
A marketer calculates the average number of conversions per ad interaction at the conversion stage of the marketing funnel. What metric did they use?
A marketer sets up a Google Ads account. They create a campaign and select a campaign goal. They then decide to use an ad group. What does an ad group allow them to do?
A marketer uses an attribution model that attributes 100% of a conversion to the last channel that a customer clicked through. Which model does this describe?
What are the benefits of exporting marketing campaign data from Google Ads and Google Analytics as a CSV file? Select all that apply.
Fill in the blank: Google Tag Manager enables the use and management of _____ and systems in a simple and centralized way.
Fill in the blank: When a Google Analytics 4 property is initially set up for a website or app, certain _____ are automatically enabled to collect information.
A digital marketer identifies the users who clicked the link to a landing page from Facebook. What tags did they add to the page URL? Select all that apply.
In Google Ads, what is the conversion rate metric?
A marketer uses an attribution model that attributes 100% of a conversion to the last Google Ads channel clicked through. Which model does this describe?
A marketer exports data from Google Ads and Google Analytics. What does this enable them to do?
A marketer uses Google’s global site tag to monitor and track a website. Why would they choose this tag?
A marketer uses the customer lifetime value, or LTV, to calculate the ROI for a campaign. What does an upward LTV trend indicate?
A marketer measures a campaign’s return on ad spend (ROAS). Which calculation should they use to determine the ROAS?
Fill in the blank: When preparing for _____, it is helpful to document past performance and desired improvement.
What tools offer A/B testing? Select all that apply.
A digital marketer uses A/B testing to compare two direct-response ads. What positive outcome are they likely to experience after implementing the results of the test?
A digital marketer makes minor changes to an ad. They consider testing the new version compared to the old version to determine which performs better. What does an ad variation enable them to do?
Consider the following scenario: A digital marketer needs to set up a test for changing a current headline. To start, they navigate to the Campaigns page in Google Ads. They select the option All campaigns, and then they click on Experiments in the navigation panel. Next, they create the new headline: “Buy Today.” They choose a 30-day run and use the default 50% split for the test. Now their test is ready. What type of A/B test did they set up?
What does a digital marketer need to pay attention to when reviewing results in the ad variations table?
At the end of a campaign, you evaluate whether or not the campaign was successful. What key factor indicates a successful marketing campaign?
Consider the following scenario: A digital marketer’s recent campaign set a micro performance goal of increasing email signups by 20%. They also set a macro performance goal of increasing purchases by 12%. The results showed that the campaign increased email signups by 25%, but it seemed to have no effect on completed purchases. Based on this data, what action should the digital marketer take for a future campaign?
What are the different ways to calculate return on investment (ROI)? Select all that apply.
Fill in the blank: _____ is calculated by the revenue generated, divided by the amount spent on advertising.
Why would a digital marketer prepare an A/B test?
A digital marketer uses software tools to perform A/B tests. Which of the following does this enable them to do?
Which of the following is true about A/B testing?
Fill in the blank: _____ can test changes to ads like a change to a URL, headline, or call to action.
A digital marketer changes an ad headline and sets up a test to determine which headline performs better. They go to the Campaigns page, select All campaigns, and then click on Experiments in the navigation panel. Next, they create a new headline. What did they set up?
When reviewing the results of an A/B test, you notice many metrics appear with blue stars. What should you consider at this stage?
A digital marketer’s overall marketing goal is to increase sales revenue. They set a micro-conversion performance goal of increasing newsletter sign-ups by 15%. Why would the marketer create this micro-conversion performance goal?
Consider the following scenario: A digital marketer’s recent campaign set a micro performance goal of increasing email signups by 20%. They also set a macro performance goal of increasing purchases by 12%. The results showed that the campaign increased email signups by 25%, but it seemed to have no effect on completed purchases. Based on this data, what action should the digital marketer take for a future campaign?
A marketer measures the ratio of money made to money spent for a campaign. Which calculation for the campaign’s return on investment will help them determine this?
What determines ROAS targets in a marketing campaign? Select all that apply.
Which of the following is true about A/B tests? Select all that apply.
Fill in the blank: Digital marketers can make minor text changes to ads without fully testing them, especially since A/B tests _____.
Consider the following scenario: After an A/B test runs, a digital marketer reviews metrics like clicks and impressions. Each metric shows a positive or negative percent, which indicates the amount of change there was between the two different headlines tested. What type of table is the digital marketer using to view these results?
Fill in the blank: A marketing campaign’s success is mainly determined by whether or not it met the company’s ____.
A marketer gathers campaign metrics such as online sales revenue, number of orders, and average order value. What does this information allow them to determine?
What role do stakeholders typically play in a campaign?
A marketer determines what type of interaction each stakeholder requires from them during a campaign. What visual assistance helps them gather this information?
Why would a marketer sort data in a spreadsheet?
A marketer uses a tool to categorize spreadsheet data and identify any patterns in the data. What tool allows them to do this?
A marketer uses a chart to compare two variables side-by-side. The chart displays each variable as a bar. What type of chart did the marketer create?
In which of the following scenarios would a horizontal bar chart be most useful?
A business hires someone to analyze data and create and monitor marketing campaigns. What is this role known as?
On a marketing team, who is responsible for running database queries, applying statistical methods to data, and creating data visualizations?
Why would a marketer create a data dashboard?
You are creating data visualizations to present campaign results to stakeholders. Which best practice should you follow to make the presentation more effective?
Which of the following are reasons why stakeholders might be important to a project or campaign? Select all that apply.
Which of the following might be reasons to create a stakeholder map? Select all that apply.
A marketer uses the filter function in a spreadsheet to display data according to specific criteria. What additional filter option can they use?
Which of the following changes your view of data in a spreadsheet to a different perspective to categorize it, or to identify an insight or trend?
Fill in the blank: A benefit of _____ is that you can easily copy and paste them into slides when you need to share data insights with others.
How is an area chart different from a line chart?
On a marketing team, who is responsible for running campaigns, identifying target audiences through research, and evaluating trends?
What programming language allows you to access large databases for analysis?
A data analyst uses visual analytics software to analyze data and create unique dashboards and visualizations. What software does this refer to?
Which of the following is a best practice when creating slides for a presentation?
Which of the following describes the relationship between stakeholders and marketing coordinators?
A marketer is working with a spreadsheet. What can they do to display only data that meets a certain condition and hide all non-matching data?
What are the three main fields used to categorize data in a pivot table?
When would you use a horizontal bar chart instead of a vertical column chart?
Fill in the blank: A _____ could blend a marketing coordinator and a data analyst role into a single marketing specialist role.
A marketing team member queries databases, applies statistical methods to data, and creates data visualizations. What role does this describe?
Which of the following resources help marketers visualize data with custom reports and dashboards? Select all that apply.
Which three steps should you follow when creating an effective presentation using marketing analytics?
Which of the following describes e-commerce?
A company offers a program that allows customers to edit videos online. What type of e-commerce product does the company sell?
A brick-and-mortar store’s location and hours make it difficult for customers to visit. How does e-commerce offer the business a solution to its problem?
An e-commerce business receives a large amount of website traffic. What does this traffic data indicate?
An e-commerce business adds a shopping cart to its website. What is the purpose of the shopping cart?
Which of the following are examples of market research considerations? Select all that apply.
Which of the following are benefits to a company using market research to better understand customers? Select all that apply.
Which of the following equations would allow a company to calculate the net profit of a product?
A company partners with a wholesale supplier to sell products made by other companies. What is the advantage of using this product sourcing model?
Which of the following are key characteristics of branding? Select all that apply.
Which of the following are things that can be sold online through e-commerce? Select all that apply.
Purchasing and downloading Adobe Photoshop is an example of which type of e-commerce product?
A customer clicks on an ad that directs them to a product page. The product page is an example of what type of page?
Which of the following keeps track of all the items the customer plans to purchase?
What expenses should you include when calculating a product’s net profit?
A company designs and produces custom products by partnering with a manufacturer. What is the benefit of using this product sourcing model?
Why is quality an important part of a company’s branding? Select all that apply.
Which of the following is considered an e-commerce service?
Which of the following are reasons a brick-and-mortar store might expand to include online sales? Select all that apply.
Fill in the blank: The first page a visitor encounters when they go to a website is called a _____.
Fill in the blank: In e-commerce, research that includes conducting surveys or interviews, direct observation, or focus groups is called _____.
Which of the following customer demographics enable a marketer to better understand their target audience?
Fill in the blank: Dropshipping, partnering with a vendor or wholesale supplier, and designing and creating custom products to manufacture are all examples of _____.
Which of the following is a store that allows customers to search or browse for products, add them to a virtual shopping cart, and pay for their purchase online?
What is the primary purpose of a navigation bar that appears at the top of an e-commerce website?
Video captions are an example of which of the following e-commerce website features?
A business uses Shopify to sell products to customers online. Shopify is an example of what type of solution?
Which of the following are disadvantages to open-source software? Select all that apply.
Which of the following are disadvantages to Software-as-a-Service (SaaS)? Select all that apply.
As a marketer uploads an image they add a brief written description. This description helps screen readers and search engines understand what is in the image. What feature did the marketer add to the page?
Which of the following are characteristics of a good product description? Select all that apply.
What tool offers e-commerce businesses accurate Google Shopping listings and exclusive Google Analytics support for online products?
Why would a business add multiple sales channels to a Shopify store?
What type of store should a business consider if it wants to sell its products online?
Which of the following are basic elements that customers can expect to find on almost any e-commerce site they visit? Select all that apply.
Fill in the blank: When a website is ____ that means it has been specifically designed to work on all types of devices, including computers, mobile phones, and tablets.
What are the two types of software typically used for e-commerce platforms?
Which of the following are advantages to open-source software? Select all that apply.
Which of the following are advantages to Software-as-a-Service (SaaS)? Select all that apply.
What is the function of a domain for an e-commerce store?
Which of the following can be done in the marketing dashboard of a Shopify account? Select all that apply.
How can an e-commerce business sell its products on Shopify in multiple places?
Which of the following can be done through an e-commerce platform? Select all that apply.
An e-commerce website includes video captions and screen readers to help people with disabilities navigate the site. What website feature do these tools enable?
Which of the following are e-commerce platforms? Select all that apply.
An e-commerce business aims to create a custom online store with technical features and capabilities. A web developer will edit the original source code. Which type of e-commerce platform will help them achieve their goal?
What disadvantage of SaaS should a business consider when searching for an e-commerce platform?
Why would you include SKUs for each product when you update an e-commerce website’s product page?
Which tip should you consider when you upload product images to an e-commerce website?
Which of the following would a company need to create and publish a Google Merchant Center account? Select all that apply.
While building a Shopify account, where can a user go if they do not find the sales channel they want in their list?
Consider the following scenario: An established business in the community is considering a move to online advertising. They typically market their products in various print publications, but have recently observed a decline in sales and overall customer traffic. However, they are not sure if they should try online advertising. What benefits of online advertising could convince this business to advertise online?
Before online advertising, what type of audience was nearly impossible for small to medium-sized companies to reach?
A marketer uses various campaign types to create specific messaging for their online ads and attract and engage their target audience. What did they use?
As an e-commerce marketer, you aim to sell a product by listing it on search results along with a photo of the product and its price. Which ad campaign should you create?
As an e-commerce specialist, you create an automated campaign that only requires a few steps to complete and saves you time and money. What campaign does this refer to?
An e-commerce marketer creates an ad campaign that uses real-time signals like user queries, time of day, and devices to show products to customers. What is a benefit of choosing a Smart Shopping campaign to reach customers at the right time?
Consider the following scenario: A digital marketer is creating a Smart Shopping campaign in Google Ads. Their next step is to specify the products they want to advertise in the campaign. They decide that because there are so many products available, their entire feed should appear in their ads. Why is it problematic to take this approach?
Fill in the blank: During _____, businesses can expect to receive the most financial gain.
As an e-commerce specialist, you use seasonality adjustments to inform Smart Bidding and prepare for seasonal events. What does this tool allow you to do?
Fill in the blank: When optimizing your e-commerce strategy, consider adjusting certain product prices so that they match or are _____.
Fill in the blank: To improve _____, advertisers have shifted their advertising budgets to focus largely online.
An e-commerce marketer creates an ad campaign that is not limited to the Google Search platform but can appear on any platform part of the Google Display Network. Which ad campaign did they create?
A marketer aims to reach new and returning customers online and considers different ad campaigns. Why should they consider a video ad campaign to reach their goal?
Fill in the blank: For e-commerce, Smart shopping campaigns are the best Smart campaigns to help maximize _____.
What campaign goal should a digital marketer select when creating a Smart Shopping campaign in Google Ads?
Fill in the blank: Those in the e-commerce industry use _____ to determine when a business will receive a potential increase or slowdown in revenue sales.
Consider the following scenario: An e-commerce specialist measures efficiency frequently. In the off-season, they revisit their goals and demand trends. Based on their review, they realize that they need to determine their company’s bidding strategy for the on-season, consider new customer acquisitions, and start using Google’s Ads’ Performance Planner. Based on the actions the e-commerce specialist needs to take, what are they planning for?
How can e-commerce specialists optimize their e-commerce strategy? Select all that apply.
What e-commerce benefit is cost effective, quick and easy to produce, and has global reach?
A small to medium-sized company aims to reach a global audience. They are searching for a method that does not cost millions of dollars or require extensive research. What should they do?
What are the different campaign types that Google Ads offers? Select all that apply.
When creating a Smart campaign, you give Google control of the campaign’s direction and how the budget is spent. What is a benefit of this?
As an e-commerce specialist, you create an automated campaign that allows you to optimize for more sales and reach shoppers across Google’s sites and networks. What campaign does this refer to?
What default does a Smart Shopping campaign set when choosing an average daily budget?
As an e-commerce marketer, you create a marketing strategy for when customers are much more likely to buy products due to related weather variables or special events. What season does this refer to?
Consider the following scenario: In order to engage customers and strengthen their connection to the brand, a bridal gown e-commerce store guides their customers to a questionnaire that helps them find a dress that fits their needs. Then, the store provides a video that guides the customer through the process of accurately taking their own measurements. What is this direct customer attention called in e-commerce?
Besides personalized recommendations, how else can an e-commerce store engage customers?
What step do customers typically complete before they enter the checkout process?
Why do e-commerce stores use a point-of-sale (POS) system?
What could cause an e-commerce business to experience a high cart abandonment rate?
Fill in the blank: Website errors cause doubt and a lack of trust in the customer’s mind, resulting in _____.
An e-commerce company processes all its orders and ships packages to customers. What is this process called?
What are the benefits of in-house fulfillment? Select all that apply.
Fill in the blank: _____ is when products are shipped from the supplier directly to the customer.
What are the benefits of using a fulfillment service? Select all that apply.
Fill in the blank: One of the most important ways to engage customers and strengthen their connection to a brand is to _____ the customer experience.
Which are personalization options for rewards programs? Select all that apply.
Fill in the blank: If a customer has a _____, they can sign in and move through the checkout process faster.
An e-commerce business uses a point-of-sale (POS) system to capture payment information. What additional information might they capture at this stage? Select all that apply.
Why do customers typically abandon their carts during the checkout process?
A marketer improves an e-commerce store’s checkout process. Which of the following steps did they likely implement?
What steps are involved in the order fulfillment process? Select all that apply.
Fill in the blank: Handling fulfillment _____ gives a company the most control over the quality of the work.
What are the benefits of dropshipping? Select all that apply.
Why would an e-commerce business consider using a fulfillment service instead of dropshipping?
What is personalization?
Fill in the blank: E-commerce stores can engage customers by creating a _____, which builds customer loyalty by providing incentives for customers to continue shopping with the brand.
Fill in the blank: In order to reduce cart abandonment, the checkout process needs to be easy to navigate on a _____, since more customers are shopping on them.
An e-commerce company stores its inventory in a warehouse and uses custom packaging and labels before shipping orders to customers. Which type of order fulfillment is this?
What is the advantage of in-house order fulfillment for an e-commerce brand?
What are the benefits of using the dropshipping model in e-commerce?
As an e-commerce marketer, you know that customer loyalty is necessary to build a brand. Which of the following will help you build customer trust and ultimately gain their loyalty?
An e-commerce marketer builds customer loyalty to a brand by creating a sense of community online. They encourage customers to share their experiences with the brand. What actions can the marketer encourage customers to take as part of the brand community? Select all that apply.
As a digital marketer, you are creating a rewards program. Your program allows customers to graduate to a new status level based on the amount of money spent. What type of rewards program are you using?
As a digital marketer, you create a rewards program that allows customers to sign up for a virtual club after making a purchase. Why do you use this rewards program tactic to increase customer loyalty?
As a digital marketer, you notice that customers often visit an e-commerce website but do not complete a purchase. How can dynamic remarketing with Google Ads help you re-engage these customers?
Which of the following are reasons to send post-purchase emails? Select all that apply.
As a digital marketer, you are framing questions that do not encourage a customer to answer a certain way. This represents which tip for creating customer survey questions?
Which of the following questions should you use to reflect on your survey after completing it? Select all that apply.
What does a multi-channel customer service approach enable businesses to do?
A marketer uses a survey to determine how satisfied customers are with their website. They also identify if customers experienced any problems along their shopping journey. What type of survey did they use?
As a digital marketer, you offer a tier-based rewards program to encourage customers to purchase from a brand. What incentive could you use for a tier-based rewards program?
What are ways to make a rewards program more personalized? Select two.
As a digital marketer, you use dynamic remarketing to re-engage customers and increase their loyalty. What products might the Google Ads product recommendation engine include in the ads?
Sending post-purchase emails helps ease the feeling of what among online customers?
What are examples of post-purchase questions? Select all that apply.
As a digital marketer, you manage customer expectations about how soon they will receive a response from a business. Which of the following ways could you use to manage expectations?
Which type of survey measures a customer’s satisfaction with products or services?
Which of the following are ways to build trust in customers? Select all that apply.
An e-commerce marketer builds customer loyalty by sending an email about the company’s environmentally friendly approach to their products. What strategy for building community are they using?
As a digital marketer, you are creating a rewards program. Your program has an incentive based on the amount paid during a single purchase. What type of rewards program are you using?
As a digital marketer, you use surveys to help understand customer needs and interests. Which of the following tips should you consider when creating survey questions?
How does a frequently asked questions (FAQs) page on a company’s website help build customer trust?
A marketer creates a Net Promoter ScoreⓇ (NPS) survey and sends it to a business’s customers. What did they determine from the survey responses?
What information can the marketer learn from email marketing analytics?
Which of the following describes the purpose of brand advocacy?
Over what time period would a newly established e-commerce store compare the results of their metrics?
A digital marketer monitors an e-commerce store in Shopify. They access Live View to learn about the store’s performance in real-time. What information is available to them in Live View?
A digital marketer for an e-commerce company tracks the average order value. What information do they learn when tracking this metric?
A marketer increases an online store’s revenue in six months without gaining new customers. How did they achieve this short-term growth?
A digital marketer updates an e-commerce website. They want to identify which new web page impacts customers most and use a method that compares two versions of the page. What method did they use to determine the best-performing web page?
A pet supply company encourages customers to add flea repellent, shampoo, and toothpaste to their order of puppy vitamins. What does this sales technique achieve?
Which of the following are benefits to a company using product analytics?
Which of the following are ways a company might improve their product conversion rate? Select all that apply.
A marketer uses paid advertising analytics to track a campaign’s performance and improve its return on investment. What information does the marketer learn from paid advertising analytics?
Which of the following metrics measures brand advocacy by using a survey to ask how loyal customers are to a company?
An online store has been in business for over seven years. To measure the store’s growth and revenue, they use quarter-over-quarter and year-over-year comparisons. Why is the store able to track metrics over a longer period?
Which of the following does the Shopify overview dashboard provide information about? Select all that apply.
Which of the following metrics tracks the average amount of money a customer spends each time they complete a purchase?
A digital marketer needs to determine how much it costs to gain new customers for an e-commerce store. What metric should they track?
Which of the following sales techniques is used to encourage customers to spend more by purchasing a product that is related to what they are already buying?
What can a company use to find the percentage of customers who purchase a product after viewing it?
What can a company use to find the percentage of products sold that are sent back by customers?
Which of the following information can paid advertising analytics provide to help a company improve its marketing campaigns? Select all that apply.
Which of the following e-commerce metrics provides information about customer satisfaction so that companies can evaluate the customer experience and find ways to make improvements?
Fill in the blank: Companies can use _____ to understand how customers interact with and navigate a website.
A business uses product analytics to help plan its inventory needs. What can product analytics tell the business about its inventory needs?
Which of the following are metrics a company might use to analyze product performance? Select all that apply.
Which of the following is true about website portfolios?
An applicant submits their resume as part of the hiring process. What is a resume?
Which of the following are benefits of doing pre-interview research? Select all that apply.
What typically makes a follow-up interview different from a preliminary interview?
As someone who is doing pre-interview research, you gather knowledge about the company and its products and services. Which task is involved with this pre-interview research step?
Which of the following is true when building rapport with interviewers?
During an interview, you answer a question by saying, “In three months, we were able to add over 200 new followers. Several customers said they discovered the company on the social media platform I posted on.” Which STAR method step does this dialogue represent?
As an entry-level digital marketer, you create an elevator pitch. What will you include in the introduction of your elevator pitch?
Which best describes a role as a generalist? Select all that apply.
Which of the following is true about in-house roles?
Which of the following is true about printed slideshow portfolios?
Which one to two page document to secure employment provides an applicant’s background, skills, and accomplishments?
An applicant creates a resume that includes their experience, personal information, education, and training. What additional information should they add to their resume?
A candidate is invited to attend a follow-up interview. What are some common characteristics of a follow-up interview?
While doing pre-interview research, a candidate learns about the requirements and expectations of a new job. How should the candidate find these requirements and expectations?
During an interview, it is important to share information about yourself to build a relationship. What should you also remember when sharing your interests during an interview?
During an interview, you answer a question by saying, “In my last job, as an office administrator, the small business owner wanted to grow their social media following.” Which STAR method step does this dialogue represent?
As an entry-level digital marketer, you create an elevator pitch. What should you include about your background in your elevator pitch?
When searching for a role, what aspects may be specific to e-commerce and not to digital marketing? Select all that apply.
What work environment is for self-employed individuals that are not necessarily committed to a particular employer long-term?
Which of the following statements regarding how to present a portfolio is true?
Which of the following are tips when creating a work portfolio? Select all that apply.
Which best describes a role as a specialist? Select all that apply.
What workplace often operates independently from the business that they have been hired for, takes on many clients, and likely will not have the final decision of assignment direction?
There are several advantages of digital marketing. Which of the following applies? Select all that apply.
Digital marketing enables potential customers to act the moment they experience the ad, such as when a customer clicks on a digital ad to purchase a product. Which advantage of digital marketing does this represent?
Which of the following statements regarding working in a marketing career is generally true?
What contains your samples of past work and demonstrates relevant work experience?
Consider this scenario: A recent graduate enjoys a stable working environment and decides to specialize in a specific industry. They want to avoid unpredictable requests from clients and long working hours. Which type of role should they consider?
Which of the following are benefits of working in a marketing agency role? Select all that apply.
There are a variety of roles and responsibilities in digital marketing. Which of the following are typical entry-level roles? Select all that apply.
Which of the following are typically job responsibilities for a digital marketing coordinator? Select all that apply.
Fill in the blank: _____ is the practice of reaching customers online through digital channels with the aim of turning them into customers.
With digital marketing, you can provide customers personalized communication directly through channels such as email and social media. Which advantage of digital marketing does this represent?
Which one of the following describes marketing roles?
What best describes the skill of data storytelling as a digital marketer or e-commerce analyst?
What are typical job responsibilities for an e-commerce analyst? Select all that apply.
Fill in the blank: _____ is generally cheaper, more convenient, and more accessible than storefront sales.
Which statement about marketing careers is generally true?
What do effective digital marketing or e-commerce candidates often have? Select all that apply.
As a new associate, you may be asked to analyze data from a website and mobile app, use SEO to maximize website traffic, and execute loyalty programs. Who typically fills this role?
Imagine that a bakery establishes an online presence and posts ads on various social media sites, but their ads are not attracting new customers. How can digital marketing help the bakery thrive online?
How can a digital marketing strategy build customer trust and loyalty in a brand?
A retail business wants to focus its efforts on digital marketing. Why should they carefully consider the customer journey?
Fill in the blank: Digital marketers use each interaction a customer has with a brand to create a _____, which helps them understand how and why customers interact with the brand.
What is the marketing funnel also known as?
Which outcomes take place at the top of the marketing funnel? Select two answers.
Aisha just made her first purchase on a company’s website. In order to nurture this relationship and build brand loyalty, how can digital marketers create a positive post-purchase experience for Aisha?
Why is it important to measure both the number of conversions in the marketing funnel, and metrics such as the time to conversion and average number of touchpoints to conversion?
Why would a business create multiple customer journey maps?
A marketing funnel is wide at the top and narrow at the bottom. What does this show?
What are the four stages of a simple marketing funnel?
Fill in the blank: An effective top funnel marketing strategy uses _____ and creates a consistent experience across all of them.
How can digital marketers create a positive post-purchase experience and encourage customer loyalty?
Fill in the blank: Digital marketing helps online companies stand out from the competition by _____.
Why is it important to learn about your audience?
Fill in the blank: During the _____ stage of the marketing funnel, customers begin to explore your business to find out what makes your business unique. Some potential customers will become leads.
Why do marketers track impressions, reach, and frequency at the top of the marketing funnel?
What is the goal of the conversion stage?
Which of the following refers to marketing and brand identity? Select all that apply.
What is a small, targeted objective that is specific to promotional activities?
A travel business wants to increase its number of active customers by 10% over the next six months. To do that, they will add new features that make it easier for customers to book a trip online. What type of goal is this?
Which of the following are examples of owned media? Select all that apply.
Why is social media marketing important?
Imagine that a business tailors its email marketing content to deliver an individualized experience for subscribers. What is this process called?
Consider the following scenario: To build better relationships with their email subscribers, a business updates how they send email: They address recipients directly, send event promotions, and follow up on previous interactions. They also decide to send emails to groups of subscribers based on location. What email marketing techniques is this business using?
What does it mean when a brand has positive equity?
Imagine that a fashion company wants to reach new customers. They write the following goal: “We want to grow our customer base by 10% in the next 12 months. To do that, we will introduce a new clothing line based on market research about the preferences of our new target customer.” What type of goal is this?
Which of the following statements refer to marketing goals?
A business owner grows their email lists by linking ads to email sign-up forms. They contact customers directly and inform them about special promotions. Which one of the five pillars of social media marketing does this represent?
What do you call unwanted emails sent to a mass recipient list?
A business wants to follow up on a customer’s recent interactions. Which of the following could they include in an email?
What term describes the way a company is perceived by the public?
What is a marketing goal?
Which of the following refers to owned media?
What can brands do to deliver an experience that feels specific to each individual? Select all that apply.
What do businesses use marketing data for?
A marketer for a company organizes and summarizes data to track performance across marketing and sales efforts. What is this process called?
What is customer lifetime value?
What does attribution help businesses do?
A marketer uses real customer behaviors to assign credit. Which attribution model did they use?
Which of the following statements is true about data storytelling?
Data, a compelling narrative, and clear visualizations work together to engage audiences by explaining insights. What does this refer to?
What are data visualizations?
Fill in the blank: Information about a company’s total number of social media followers is an example of _____.
Imagine that a company wants to successfully launch a new product. Which of the following processes would provide useful information about customer behaviors from measurable outcomes of marketing campaigns that could help the company plan and refine an effective sales strategy?
Which of the following are characteristics of attribution? Select all that apply.
How does a digital marketer use data storytelling?
A marketer creates graphs and illustrations to clarify trends and express relationships between data points. What is this part of a data story called?
Which of the following are examples of data? Select all that apply.
What refers to the average revenue generated per customer over a certain period of time?
A marketer gives equal credit to each touchpoint along a customer’s journey. Which attribution model did they use?
You’re creating a customer persona and collect the following information: A 45-year-old man who regularly watches movies online and would like a wider variety of movies to choose from. What question should you ask to complete this customer persona?
Which of the following statements is true regarding a marketing funnel?
What is the difference between strategies and tactics?
As a digital marketer, you implement a rewards program to incentivize customers to become repeat customers. This strategy falls under which marketing funnel stage?
Which strategies can collect research for customer personas? Select all that apply.
Which of the following best describes a customer who is in the consideration stage?
Fill in the blank: Search engine marketing increases a website’s visibility in a search engine through _____.
Which of the following strategies motivates a potential customer to make a purchase in the conversion stage?
Consider the following customer persona: Someone that wants to shop at a health-conscious grocery store, but does not think they have time to cook meals after work. What component of the customer persona is missing?
Which of the following are benefits of the marketing funnel? Select all that apply.
Which of the following are considered strategies or tactics to build brand awareness? Select all that apply.
As a digital marketer, you send out ads to potential customers who recently visited the company website, but did not purchase anything. This strategy falls under which marketing funnel stage?
Which of the following strategies helps to turn customers into loyal brand followers?
What do local results display on search engine results pages (SERPs)?
One of the pre-SEO factors to consider is “knowing your customers well.” What does this include?
Fill in the blank: Whenever possible, use _____ when creating new webpages.
Which of the following is true regarding URL text? Select two answers.
What best describes a search algorithm?
One of the pre-SEO factors to consider is “brainstorming content for people first.” What does this include?
What is considered the core part of a website’s URL or internet address?
Which of the following statements regarding keywords is true?
One of the main processes of the Google search engine is indexing. What does this refer to?
Fill in the blank: The Google search algorithm sorts through _____ to deliver the most relevant content for a given search.
Which search engine results pages (SERPs) feature displays additional information about a website such as review ratings, price, or availability in the results page?
Content development is a task involved with search engine optimization. What does this task include?
Which of the following is true regarding a website’s structure and navigation?
How can a marketer optimize a company’s website to build customers’ trust?
Which practice should a digital marketer follow when creating anchor text?
What website element provides the search engine a summary of what the website is about?
According to the beginner steps for Google Search Console, what happens immediately after verifying a website’s ownership?
Why would a website receive a Manual Action report?
What does the removals tool in Search Console enable a digital marketer to do?
Which of the following is a webpage title element recommendation?
Which of the following statements is true about website optimization?
What are some benefits of good anchor text? Select all that apply.
When creating page titles for a website, why should you ensure every page has a unique title?
What is the first step you need to take when setting up Google Search Console?
Which of the following best describes rich results?
Where do search engine marketing (SEM) ads typically appear?
A marketer is interested to learn which content is performing well and which can be improved. How does search engine marketing enable them to do this?
Which of the following best describes the structured snippet extension?
As a digital marketer managing Google Ads, you track and determine if potential customers are becoming paying customers. This describes which Google Ad setup step?
You are setting up keyword matching for “low-carb diet plan.” Your ad also displays for less targeted keywords such as “carb-free foods,” “low-carb diets,” and “low calorie recipes.” What keyword match type is this?
Which of the following statements refers to ad rank? Select all that apply.
As a digital marketer, you may create ads. Which of the following refers to uploaded display ads?
Fill in the blank: _____ is a type of advertising model that allows businesses to pay only when someone takes an action on their ad.
Which of the following statements regarding search engine marketing is true?
Which of the following refers to the phrase keyword match type?
Fill in the blank: Ad _____ are the text, videos, and images that appear alongside Google search results.
Which of the following is a Google Ad best practice?
A business hasn’t built up enough authority or reputation to receive traffic for certain search terms in the search listings. Which benefit of search engine marketing addresses this need?
As a digital marketer for an e-commerce business, you create an ad that links directly to their product page. What ad extension is this?
What are the reasons why social media marketing has become a crucial element of many companies’ business development strategies? Select three answers.
Why is social media a cost-effective way to reach customers?
When planning and publishing social media content, it is important to do which of the following? Select all that apply.
Which are the three types of digital media? Select all that apply.
What is paid media?
A marketer shares detailed information about a brand and compares its offerings to its competitors. What stage of the marketing funnel are they targeting?
What enables companies to connect with their customers in order to help customers better understand their brand?
Fill in the blank: A benefit of social media marketing is that it is _____ as most social networking platforms allow you to sign up and create a profile for free.
Which of the following is a benefit of paid social media campaigns?
Which of the following is true about earned, owned, and paid media?
Which is the most common form of owned social media?
Fill in the blank: The social media marketing funnel begins in the _____ with potential customers learning about a company’s brand.
Fill in the blank: ____ is the process of creating content for different social media platforms in order to drive engagement and promote a business or product.
Fill in the blank: Because people use social media platforms to interact with friends, family, and companies, you can connect with users whenever they log in. This makes social media a natural place to _____.
Fill in the blank: The first core pillar of social media marketing is ___.
Consider the following scenario: A company is setting up different reports to monitor a variety of metrics, such as followers, comments, or clicks. They plan to use these metrics to improve the performance of their social media marketing campaigns over time. Which core pillar is this company working on?
A brand wants to increase its website traffic and gain customer insights. What kind of goals are these?
Which of the following are examples of entertaining content? Select all that apply.
What does promotional content enable marketers to do?
A marketer shares weekly articles on social media to provide the audience with information about a specific product. What content format are they using?
What does a social media calendar enable digital marketers to do?
How can a company identify their target audience? Select all that apply.
A marketer posts amusing and interesting memes that help audiences relate to a brand. What type of content is this?
Why is setting goals for a social media marketing campaign important? Select all that apply.
A marketer posts FAQs, tips, and infographics on social media to show a brand’s knowledge and wisdom. What type of content is this?
Fill in the blank: _____ talks about a company’s products and services with the intent of marketing them to current customers and drawing in new followers.
Which of the following are potential benefits of using social listening to better understand how customers feel about a brand? Select all that apply.
Which of the following can help a company learn more about what people think about their brand and what pain points their customers are experiencing with their products or services?
Fill in the blank: Content that is _____ will be relevant over a long period of time.
Which of the following would likely result from having an authentic brand voice? Select all that apply.
A digital marketer uses social listening to learn more about a brand’s perception online. They notice that people regularly share complaints about their customer service. How can they use this information to gain positive customer engagement on social media?
Imagine a skin care company wants to increase social media engagement by responding to comments and mentions from customers talking about their brand. Which of the following are best practices for engaging with customers? Select all that apply.
Fill in the blank: Any message posted to Twitter that may contain elements like text, photos, videos, links, and audio is called a _____.
Fill in the blank: _____ helps a company track and analyze conversations related to their brand and learn what is happening in their industry, such as trends or how the market is performing.
Which of the following are possible benefits to a company using social listening to assess their competition? Select all that apply.
Fill in the blank: Addressing customers by their first name and responding to comments with humor or warmth are all examples of _____.
Fill in the blank: _____ is someone who chooses to receive updates from a business or brand on a social media platform.
What is true of quantitative data? Select all that apply.
Imagine that a marketer tracks, collects, and analyzes data from social media platforms. They use this information to improve their company’s strategic decisions. What process does this describe?
Imagine that a marketer compiles demographic information about their target audience on social media. They use this information to refine their marketing tactics. What benefit of social media analytics does this describe?
How do social media goals and metrics work together?
What should a marketer consider when creating a social media report? Select all that apply.
Which of the following will help an audience understand the information in a report?
A marketer uses analytics tools to count the total number of followers gained on each social media platform over a set period of time. What benefit of social media analytics does this describe?
At the conversion stage of the marketing funnel, a business decides to measure how many customers are referrals. What does this mean?
Imagine that a marketer tracks shares and retweets across social media. They spot an emerging trend that their audience is sharing posts about. How should they use this information?
Fill in the blank: Social media KPIs are used to assess whether a social media _____ is effective.
Consider the following scenario: Imagine that a marketer is preparing a social media report. They consider who will read the report and align the report to the needs of that group. The marketer includes information that the group wants to know and adjusts the level of detailed data on specific items accordingly. What social media reporting practice does this describe?
When you deliver a social media report presentation, you should remember to connect with your audience. What does this mean?
As a marketer, you include an evaluation and explanation of why a campaign may have received certain results. Where should you put this information in the report?
As an e-commerce marketer, you gain customer loyalty by first building their trust. What can you do to build trust with your customers?
As a digital marketer, you offer a spend-based rewards program to incentivize customers to purchase from a brand. What incentive could you use for a spend-based rewards program?
Fill in the blank: _____ is displaying ads to previous visitors that contain the products or services they already viewed on your website.
A digital marketer uses post-purchase communication to build relationships with existing customers. Why would they consider sending post-purchase emails to reach these customers?
As a digital marketer, you pace your communication with customers as part of an effective post-purchase communication strategy. How can you pace your communication?
A marketer creates a usability survey for an e-commerce store. What information do they plan to gather from the survey responses?
As a digital marketer, you create an option for customers to easily set up an ongoing delivery of your products. What strategy are you using to make it easy for customers to stay connected?
A company builds customer loyalty through an e-commerce rewards program. Which of the following rewards program benefits can help with building customer loyalty? Select all that apply.
As a digital marketer, you aim to remove any sense of regret customers may experience after making a purchase. What follow-up method can help ease these negative feelings? Select all that apply.
As a digital marketer, you create a survey to understand customer needs and interests. You have learned that instead of asking leading questions, you should ask open-ended questions. Which of the following is an open-ended question you could ask?
A digital marketer creates a post-purchase survey to target customers in the future and encourage them to return to the business’s website. What post-purchase survey question could the marketer ask to learn more about the customers?
Which page on your website is likely to save you time, build trust between your brand and customers, and bring in new traffic to your website?
Which of the following statements regarding building loyalty in customers is true?
To create an effective e-commerce rewards program, businesses should consider how they can create a community within their customer base. Which of the following helps with community building?
Fill in the blank: Businesses send _____ to prompt customers to make a repeat purchase when the items they previously bought are limited.
A digital marketer creates questions for a customer survey. What can they ask themself to ensure the questions effectively gather customer information?
Which of the following information can social media analytics provide to help a company improve their campaigns? Select all that apply.
Which of the following are reasons why a well-established e-commerce store might track metrics over a longer period of time? Select all that apply.
Imagine a shoe company’s customer lifetime value is less than the cost per acquisition. What is likely to be true about the company?
A company uses cross-selling on its e-commerce website to sell more products. How does the cross-selling sales technique increase customers’ average order value?
Which of the following information is available in Live View on Shopify? Select all that apply.
Which of the following metrics determines what website traffic is made up of visitors who are likely to become customers?
On their e-commerce website, a company suggests a more expensive product than what the customer was considering. What sales technique did they use?
Fill in the blank: _____ posts can sometimes take days for a company’s audience to view due to platform algorithms, which can cost a company leads.
You’re creating a new campaign and decide to use paid social media. What are the benefits of paid social media? Select all that apply.
Fill in the blank: You can use _____ to boost top-performing organic content, so it reaches more people.
How can paid social media help a company achieve their marketing goals? Select all that apply.
Why is setting the objective important in developing a paid social media campaign? Select all that apply.
As a digital marketer develops a paid social media strategy, they need to consider the budget of their campaign. To help determine the budget, what should they research?
As a marketer, you post regular high-quality organic content. The posts take a few days to reach your target audience due to the platform algorithm. What is the result of this?
A marketer is developing a paid social media strategy. They aim to guide users to the end goal and track the right metrics. What is the first thing they should do?
Consider the following scenario: A digital marketer is developing their social media campaign. They need to choose a social media platform. There are so many pros and cons to each platform that it is difficult to determine which one would best serve their campaign. What advice would you give this marketer on how to select the best social media platform?
What are best practices of a remarketing strategy? Select all that apply.
What guides a company’s social media advertising budget?
What are Cost-per-click (CPC), Cost-per-action (CPA), and Cost-per-thousand impressions (CPM) examples of?
As a marketer, you connect with your audience by using high-quality social media content without paid promotion. What type of social media is this?
Which type of social media is best for raising brand awareness, targeting specific audiences, and driving conversions?
Fill in the blank: A paid social media campaign should be built around reaching one of a company’s _____ on social media.
As a digital marketer, you develop and upload content that can be promoted as part of a campaign. What is this kind of content called?
How can a company analyze the strengths, weaknesses, opportunities, and threats that may affect their marketing strategy?
Fill in the blank: When setting a goal, it is important to consider who is involved, the reason or purpose behind it, and the requirements and constraints. This helps to ensure the goal is _____.
Which of the following statements is considered a do when it comes to email marketing? Select all that apply.
Which term best describes unsolicited and unwanted email sent out in bulk to a broad recipient list?
A digital marketer creates an email to offer customers a discount on their fifth purchase. What email marketing best practice will help them target these customers?
Imagine that a marketer needs to promote a new product. They want to reach customers with a marketing approach that is easy to use, offers built-in insights, and that takes advantage of the long lifespan of email as a medium. What marketing approach should they use?
How does the lifespan of email affect an email marketing campaign’s effectiveness?
When setting campaign goals, you ensure that the goals align with the company’s values and overall goals. What element of the SMART framework did you apply when creating your campaign goals?
Fill in the blank: If there is evidence to prove whether a goal was successful or not, that goal is _____.
A marketer sends monthly emails about exciting industry updates. Their goal is to deliver emails that are a valuable resource to recipients without overwhelming them. What email marketing tactic does the marker use?
Which of the following outcomes are likely if a company uses dramatic language or too-good-to-be true offers in their email marketing campaigns? Select all that apply.
A surf shop creates an email campaign to target customers aged 25-45 who are interested in paddleboarding and other ocean activities. What email marketing best practice will help them target these customers?
A digital marketer aims to deliver quality content to their recipient list. Which of the following is considered quality content the marketer can use?
Which of the following are ways a company uses return on investment (ROI)? Select all that apply.
Which of the following factors does a SWOT audit help a company analyze? Select all that apply.
Which of the following marketing emails should include mentions of trending topics, pop culture, or current events?
A marketer sends follow-up emails to customers after they make a purchase. What do they ask customers to do in the follow-up email?
Promotional emails, retention emails, and newsletters all fall into which marketing funnel stage?
A digital marketer creates a promotional email and notices a low click-through rate. What recommendation will help them create a successful promotional email?
Fill in the blank: A _____ is a concise instruction included in a promotional email that tells the customer what to do next.
When creating email newsletters, which of the following tactics should you use to capture the reader’s attention?
A marketer creates a welcome email. In the body copy, they use a conversational tone to encourage customers to click the call-to-action button. What information should they include to make this an effective welcome email?
What type of follow-up email can a company send to a customer who selects a product but does not purchase it?
Which of the following is an example of a retention email? Select all that apply.
What type of email marketing helps build interest in a brand and find new customers?
Fill in the blank: Acquisition emails and newsletters are both examples of _____.
A marketer creates an acquisition email. They include a product catalog and a banner offering customers free shipping on their first order. They also include unique and catchy email copy. What additional email best practice will help the marketer create a successful acquisition email?
Which of the following describes the relationship between an acquisition email and a welcome email?
A marketer sends regular newsletters to customers. They include relevant content about the company and its products. What additional content should they include in their newsletters?
As a digital marketer, you are tasked with trying to make more sales through the email list. What strategies can you use to build the email list? Select all that apply.
As a marketer, you want to separate your email subscriber list into groups based on interest, location, or purchase history. What helps you achieve this?
As a digital marketer writing an email, what question should you consider to help write the subject line?
When writing an email, you highlight a product by discussing its benefits instead of its features. What is this an example of?
As a digital marketer, you would like to use software and technology to manage email processes automatically. Which practice should you implement?
As a digital marketer choosing an email marketing tool, you are deciding between HubSpot, Mailchimp, and Salesforce. What can these tools assist you with?
You accidentally send an email that reads “Happy birthday, [First name]!” What email marketing mistake is this an example of?
What can marketers do to ensure that emails are sent to customers without any errors?
An e-commerce store has been in business for five years. Over what period would this e-commerce store likely compare the results of their metrics?
A digital marketer for an e-commerce store tracks its cart abandonment rate. What do they learn when tracking this metric?
Why might a company use A/B testing on their website?
After a marketer reviews a product page, they are interested to know if the product’s performance is average for the category and if there are any flaws in the product design. What is likely the reason the marketer is asking these questions?
A digital marketer creates a survey to determine how loyal customers are to a business. What metric is the survey measuring?
A digital marketer learns that an e-commerce store has a large number of abandoned carts. What can they do to recover the lost sales?
Which of the following sales techniques is used to encourage customers to spend more by upgrading to a more expensive product?
What type of company would find it helpful to track micro conversions?
Fill in the blank: Shopify’s _____ includes maps to visualize where customers are coming from.
A digital marketer learns that an e-commerce store has a low customer retention rate. What should they do to increase the customer retention rate and improve customer satisfaction?
An e-commerce marketer plans to increase the number of website visitors who purchase from an online store. Their goal is to eliminate any barriers preventing customers from making a purchase. What is this process for increasing revenue known as?
A marketer calculates the percentage of customers who purchase a product after viewing it. What can they do to improve this product conversion rate?
A digital marketer gathers customer data for an e-commerce business. They notice a high customer lifetime value when measuring customer loyalty. Why is a high customer lifetime value beneficial to the company?
Fill in the blank: A _____ is a one to two page document that provides an applicant’s background, skills, and accomplishments.
After securing an interview with a company, a candidate determines if the company aligns with their interests and goals. What is this process an example of?
A candidate is invited to attend an interview. Members of the team they would work with will attend this interview. What type of interview are they likely attending?
The first step in pre-interview research is to explore the requirements and expectations of the job. What does this step involve?
When delivering your elevator pitch, you say, “I have the most fun and am most passionate when I am using my creativity to make marketing materials. I also feel so fulfilled when a new customer discovers the business through our marketing.” This represents which section of the elevator pitch?
Which of the following is true about agencies?
Which of the following statements regarding how to present a portfolio is true?
Which of the following is true when building rapport with interviewers?
While doing pre-interview research, a candidate creates a list of common interview questions. How should the candidate find these common interview questions?
During an interview, you want to build rapport with the interviewer. Why should you ask questions to build rapport?
Why is it useful to segment audiences based on demographics?
You’re writing an email and you include “Try it for free now” after your body copy. What is this an example of?
Fill in the blank: Email marketing _____ is the practice of using software, programs, and technology to manage email marketing processes automatically.
Common email marketing mistakes include sending an email to the wrong segmented list. What is an example of this kind of mistake?
As a digital marketer, you are setting up a process to ensure that the email you send does not have mistakes. What is the name of this quality process?
Which of the following best describes email segmentation?
You’re writing an email and you consider how the content helps the reader. Where should this information go in your email?
What can a marketer use to segment an email marketing list and manage multiple tasks?
Which of the following are examples of email marketing tools? Select all that apply.
How can marketers determine the purpose of an email marketing campaign?
Which metric do you use for the following calculation: number of people who open the email / number of people who received the email?
What is the term for the percentage of emails sent that could not be delivered to the recipient’s inbox?
Fill in the blank: Achieving a _____ is very important to many companies because it means they are selling more products or services without having to increase their budget.
As a digital marketer, you are calculating the return on investment (ROI) on an email send. The total revenue was $21,648 USD. The total cost was $867 USD. What is the calculation for ROI?
A digital marketer calculates their email list growth rate for the holiday season. The list gained 2,523 new subscribers. It had 190 unsubscribes. The list total is 81,731 subscribers. How do they calculate the list growth rate?
As a marketer, you create email marketing reports to inform stakeholders how a campaign is performing. In the report, you tell a story related to the campaign’s metrics to capture their attention. Which of the following should you avoid when creating a report?
What is the difference between a CV and a resume?
During an interview, you answer a question by saying, “I developed a social media campaign for the new online store. My goal was to draw traffic to the new site and attract a new audience.” What did you do according to the STAR method?
When delivering your elevator pitch, you say, “I have increased my marketing skills in several ways. I have overseen brochure creation, managed the company’s online reputation, and sent out promotional emails.” This represents which section of the elevator pitch?
A digital marketer creates an email marketing report. They analyze different metrics, data, and the relationship between them. Which of the following refers to metrics and data?
A digital marketer creates an email marketing campaign and considers several KPIs. Why should they choose the most important KPIs to track?
As a digital marketer, you regularly check your email list and remove any inactive emails. What does this practice help with?
As a digital marketer, you often present campaign data to stakeholders. You use Google Slides to create the presentation and guide the story. What else can you do to tell an effective and engaging story?
A digital marketer calculates the percentage of email recipients who clicked on one or more links in an email out of the total number of unique opens. What metric is this?
How do you calculate the conversion rate of an email?
When giving a presentation on email marketing metrics, you include firsthand quotes from actual users. You also highlight positive emotional experiences resulting from your email campaign. Which tip for presenting does this represent?
Which of the following SMART goals are measurable?
As a digital marketer for a sportswear brand, you are segmenting your email list to reach couples between the ages of 25-45 who can afford to pay for monthly fitness programs. What did you segment this list according to?
A marketer creates an email. Why should they include body copy?
In your last email send, you delivered 2,708 emails with 898 unique opens and 269 clicks. What is the calculation for your click-to-open rate?
As a digital marketer for a wellness brand, you are segmenting your email list to reach customers who frequently shop online and try new online stores. What did you use to segment this list?
Consider the following SMART goal: Increase the email open rate to at least 20% by the end of quarter three by creating more engaging and informational emails. What part of the goal is measurable?
As a digital marketer for a travel booking company, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by demographic data? Select all that apply.
As a digital marketer for a pet supplies business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by behavioral data? Select all that apply.
A marketer creates an email. Why should they include a subject line?
In your last email send, you delivered 65,902 emails, had 27,712 emails opened, 6,611 link clicks and 1,743 purchases. How would you calculate the purchase conversion rate?
A digital marketer delivers 510,000 emails for an email marketing campaign. The emails received 180,320 unique opens and 20,554 clicks. How would they calculate the click-to-open rate?
Consider the following SMART goal: Use the email marketing software to remove all list subscribers that have not opened a message in over six months by March 31st. What part of the goal is time-based?
As a digital marketer for an amusement park, you are segmenting your email list to reach customers interested in themed family activities. You realize that this might be too broad, and would like to learn more about the audience’s psychographic characteristics. What questions will help you determine the audience’s psychographic characteristics? Select all that apply.
As a digital marketer for an online jewelry business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by behavioral data? Select all that apply.
When crafting an email, which element uses clear, actionable language, and is no more than 45 characters in length?
In the past month, your email list added 3,593 subscribers and had 488 unsubscribes. The list total is 87,323. What is the calculation for the list’s growth rate?
In your last email send, you delivered 23,019 emails, had 10,399 email opens, 3,162 link clicks, and 771 purchases. How would you calculate the purchase conversion rate?
When creating a media plan, you should consider the key performance indicators (KPIs). Why is this important?
As a marketer, you are working on a digital ad campaign for a new product. You learn that advertising costs $200 to sell 10 units of a $115 product. How would you calculate the campaign’s return on ad spend (ROAS)?
A marketer creates two versions of a social media ad. The traffic is equally split and randomly directed to each ad. One ad outperforms the other by receiving more clicks. The marketer uses the ad that performed better. What test did they use?
What do attribution projects organize? Select all that apply.
A marketer uses detailed data to gain insights and quickly respond to events. Which big data trend allows them to do this?
Fill in the blank: To control costs of pay-per-click (PPC) advertising, you can manage the cost per click (CPC) on a per-campaign basis by _____.
A business decides to create a digital media plan. Before they do, they need to define a target audience for the campaign. What media planning step should they take?
As a marketer, you plan to raise brand awareness as part of your social media strategy. What is this goal an example of?
Which of the following is true about key performance indicators (KPIs)? Select all that apply.
What is the formula for the return on ad spend (ROAS)?
Consider the following scenario: Imagine that a marketer is working on a digital ad campaign for a single product. They learn that it costs $250 USD in advertising to sell 7 units of a $100 USD product. They apply the formula to calculate return on ad spend (ROAS). What is this marketer’s ROAS?
A marketer compares two web pages to identify which call to action performs better with their audience. What test did they use?
In marketing, what is attribution?
How can real-time analytics help marketing teams?
Fill in the blank: The cost per acquisition (CPA) metric is best described as the _____.
A business decides to create a digital media plan. As part of the process, they clarify what the campaign should achieve and align this with higher-level marketing and business objectives. What media planning step does this describe?
A marketer creates a media plan before running a new campaign. They include information such as target audience, media mix, and KPIs. Why is the media plan important?
Which of the following describes the relationship between a marketing goal and a business goal?
A marketer identifies the average cost paid for each conversion. What is this metric?
Consider the following URL: www.example.com/utm_source=facebook&utm_campaign=winter-sale What do the UTM tags in the URL enable you to do?
A digital marketer uses a Google Analytics template to view customer behavior and value over time. What technique does this describe?
A marketer links a Google Ads account to Google Analytics. They learn which audience to spend more budget on in future campaigns. How does linking the accounts enable this insight?
Consider the following scenario: Imagine that a marketer needs to monitor a website’s performance with analytics tools. The website’s tags are implemented using HTML and JavaScript code. The company uses a variety of analytics tools from multiple vendors. Which solution suits the marketer’s need for more universal tagging?
A marketer sets up a Google Ads account. They create a campaign and select a campaign goal. They then decide to use an ad group. What does an ad group contain?
A marketer uses Google Analytics to monitor campaign metrics. When setting up, certain events are automatically enabled to collect information. What information does the events feature collect?
When monitoring a website in Google Analytics, you access information such as when a user first visits and engages with the website. Why did you gain access to user information before enabling any events?
A digital marketer uses a Google Analytics template to visualize the steps users take toward a conversion. What technique does this describe?
In Google Ads, what is the conversion value per cost metric?
In Google Analytics, marketers often choose the cross-channel last click model. What does this model do?
A marketer exports data from Google Ads and Google Analytics. What does this enable them to do?
A marketer uses Google Tag Manager for universal tagging. Why would they choose this tag?
Which events are automatically enabled when monitoring a website in Google Analytics? Select all that apply.
Imagine that a marketer wants to use Google Analytics to monitor brand awareness. First, they confirm that the share event is enabled. Next, they add tags to URLs that can be shared and configure dimensions for these tags. Finally, they confirm that the page_view event is enabled. Which tags do they add to URLs? Select all that apply.
A marketer calculates the number of times potential customers view an ad in a campaign at the awareness stage of the marketing funnel. What metric did they use?
In Google Ads, a marketer sets up a campaign and implements multiple ads that target a shared set of keywords. What does this best describe?
Fill in the blank: A(n) _____ attributes 100% of the conversion to the last Google Ads channel a customer clicked through before converting.
What can software tools test for when conducting an A/B test? Select all that apply.
Fill in the blank: Conducting _____ can increase the number of conversions.
A digital marketer views the results of an A/B test in a table. The table contains clicks and impressions as either a positive or negative percentage. What do these metrics indicate?
Fill in the blank: The insights you use to evaluate the success of a campaign depend on the _____ and what the campaign was trying to address.
Consider the following scenario: A marketing campaign ended. One of the goals of the campaign was to increase online sales by doubling the average order value. What metrics did a digital marketer need to monitor to help determine if the company achieved its goal? Select all that apply.
What can digital marketers measure by using customer lifetime value?
A digital marketer needs to determine the best content for a web page. They note the website’s past performance, the page they would like to improve, and what performance metric they will use. What online experiment did the marketer perform?
Fill in the blank: A software tool that helps personalize web pages with machine learning conducts _____.
Consider the following scenario: A company is considering changing their headline. They want to test how changing the headline from “Act now while supplies last” to “Huge savings, limited offer” will impact sales. What type of test should they run?
What should a digital marketer document in order to prepare for an A/B test? Select all that apply.
A digital marketer compares two ad variations to test changes to a holiday ad. What can you test with ad variations?
A company aims to increase the number of leads and improve online sales by doubling the average order value. What are these examples of?
Which of the following are spreadsheet features that support preparing data to be shared? Select all that apply.
What feature can a marketer use to hide data in a pivot table?
A marketer uses a graph to show how a metric changes over an extended period. The chart displays a connected series of data points. What type of chart did the marketer create?
Which of the following is an example of a way a pie chart can be used to represent data?
Why would an e-commerce business hire a marketing coordinator?
An e-commerce business hires someone to collect and analyze data as well as create visualizations. What role does this describe?
Which of the following best describes a stakeholder?
Which method keeps track of the influence and needs of stakeholders and the level of communication required to keep them informed?
A marketer is working with a spreadsheet. What can they do to uncover new patterns and relationships within datasets that they might miss otherwise?
What is the purpose of a pivot table?
Which of the following visualizations shows individual data points that have been categorized into ranges, with the frequency of each range represented by the height of a unique column?
Fill in the blank: Line charts, area charts, and pie charts are all examples of _____.
Which tool should a marketing team use to present data and insights that reflects data in real time, while allowing users to interact with the data?
Which of the following are considered best practices when creating slides for a presentation? Select all that apply.
A company receives electronic payments from customers who buy its digital services online. What type of business model does this company use?
Which of the following are challenges in e-commerce? Select all that apply.
Fill in the blank: Completion of an activity that contributes to the success of a business is called _____.
Which of the following is a software solution that allows a company to sell products or services online?
Which of the following are helpful demographics or factors to consider when doing research to determine the target audience? Select all that apply.
What is the formula for return on ad spend (ROAS)?
A furniture business plans to bring a new couch to the market. Which product sourcing models should they consider?
What are the four commonly recognized e-commerce categories?
Which of the following best describes the advantage of a click-and-mortar store?
Fill in the blank: The number of visits that a website receives is called _____.
What is a target audience?
Why would you track a product’s return on ad spend (ROAS)?
Which tactic might help an e-commerce store improve its brand identity?
Which of the following describes the group of people most likely to purchase a company’s products?
Which of the following are reasons why storytelling is an important part of branding? Select all that apply.
An online store sells home goods such as furniture and kitchen appliances. These products are examples of which common e-commerce category?
An ebook purchased online and downloaded to a device is an example of which type of e-commerce?
When a marketer conducts market research for a business, which three important areas should they consider?
What is the typical process for purchasing products from an e-commerce store?
What does it mean if an e-commerce store is accessible?
Which of the following are benefits of the Google Merchant Center? Select all that apply.
Which of the following are reasons adding multiple sales channels is good for a business? Select all that apply.
A marketer creates a page that includes a description of a business and its products. The page serves as a central connection point on the website. What e-commerce website element does this refer to?
An e-commerce business has a responsive website. How does this website design principle affect customers?
A business plans to use an e-commerce platform that offers unlimited access to update the website at any time. Why is open-source software the best choice for this website?
Which of the following is a web-based software available on a subscription basis?
When enabling payments on Shopify, why would you select several payment methods?
Which of the following means that a website or mobile app is designed and developed so that people with disabilities can use it?
Fill in the blank: Shopify, WooCommerce, and Magento are all examples of _____.
A business owner searches for a cost-effective advertising solution that will allow them to reach a global audience. Their goal is to reach customers quickly by using an easy-to-produce method. What form of marketing should they consider?
A business aims to market its new product to an international audience. They require a method that generates ads easily, as their budget does not allow for additional expenses or detailed planning. How does online advertising enable them to do this?
Fill in the blank: Commonly used in e-commerce, _____ have a limited time to make an impression on potential customers and are placed before, during, or after ads.
Fill in the blank: When a digital marketer creates a Smart Shopping campaign in Google Ads, by default, it sets bids that maximize the _____ within their provided average daily budget.
An e-commerce specialist uses Google Ads Performance Planner to prepare for the on-season. What does this tool allow them to do?
A business considers online advertising compared to traditional advertising. Its goal is to target a larger audience to help increase sales. What key benefit of online advertising applies to this specific goal?
Fill in the blank: _____ have become the primary way for companies to get their brands recognized and products discovered.
Fill in the blank: _____ offer a variety of campaign types to help digital marketers craft specific messaging in their online ads to attract and engage potential customers.
What is a benefit of using a Search campaign?
As an e-commerce marketer, you choose a campaign name and then set the goals for a Smart Shopping campaign. What should you select as the goal?
Fill in the blank: The_____is a tool that allows a company to forecast the impact of different spending scenarios and events during upcoming seasons.
E-commerce specialists often use the Google Trends forum. What does this tool enable them to do?
A business considers online advertising compared to traditional advertising. Their goal is to track where people viewed their ads, how many people clicked them, and how many clicks led to a purchase. What key benefit of online advertising applies to this specific goal?
Consider the following scenario: A company wants to market their new campaign with a television ad. In order to produce this type of advertisement, they will need to hire actors, writers, and a production crew. After reviewing the extensive production process, the company realizes that they do not have the time or financial resources to do a television ad. What kind of advertising could they afford that would be quicker and easier and able to reach a large audience?
Fill in the blank: Working in the field of e-commerce, digital marketers are likely to encounter four types of _____ campaigns that fit their business needs.
Fill in the blank: _____ are an essential part of the online buying and selling process because they promote online inventory and boost traffic to a retailer’s website store.
What are the advantages of using a Smart campaign? Select all that apply.
What are the benefits of a Smart Shopping campaign? Select all that apply.
When is the best time for businesses to target new contacts and attract new audiences?
As an e-commerce specialist, you often recognize common trends in the industry. You use an adjustment tool in Google Ads that informs the smart bid tool when to change its bidding behavior. What is this an example of?
How can a brand personalize its rewards program?
An e-commerce business plans to optimize its website to reduce the number of abandoned carts. What action will help them achieve their goal?
Fill in the blank: _____ describes all the steps that take place between receiving an order and delivering the order to the customer.
An e-commerce company delivers its products to a warehouse where they are stored and shipped to customers. What type of fulfillment model does the e-commerce company use?
A marketer plans to engage customers by offering a rewards program. What is the goal of this e-commerce practice?
Fill in the blank: An e-commerce _____ system is software that allows a business to process payment transactions from customers online.
How can a marketer encourage customers to complete a purchase and not abandon their carts?
What are the disadvantages of in-house fulfillment?
Digital channels like email and social media allow businesses to personalize their communication. What advantage of digital marketing does this refer to?
Which role allows you to work for a single company to market and sell their products?
Which of the following is a benefit of creating a customer persona and identifying who your customer is?
As a digital marketer, you advertise with online influencers who have audiences that are not familiar with your brand. This strategy falls under which marketing funnel stage?
What term refers to the buying and selling of goods and services online?
Why do companies partner with agencies?
What is the practice of reaching consumers online through digital channels with the aim of turning them into customers?
Fill in the blank: A(n)_____ role is when you work for a single company to market and sell their products.
What are typically associate-level roles in digital marketing? Select all that apply.
When customers learn about a product, they might research it, decide to buy it, and later tell other people about it. What is this process called?
The marketing funnel and customer journey map are similar, but they are not the same. What is the difference between the two?
How does digital marketing help companies stand out from the competition?
How can a digital marketing strategy get customers to come back for an additional purchase?
Why is a marketing funnel wide at the top and narrow at the bottom?
What do loyalty metrics, such as the number of orders per customer, allow businesses to do?
Fill in the blank: The top of the funnel is the _____ stage, which is when a potential customer encounters a brand for the first time.
What term describes the value customers give to a brand’s offerings when compared with similar products from another brand?
Imagine that a company invests in its marketing strategy but does not have a strong brand identity. What is the likely result?
Fill in the blank: When setting a digital marketing strategy, it’s important to _____ and set meaningful goals before picking your channels.
What is a business goal?
What are the disadvantages of paid search? Select all that apply.
Which of the following factors can influence a brand? Select all that apply.
Imagine that a business divides their email subscriber list into smaller groups based on specific criteria. What is this process called?
As part of a marketing project, a company reviews its social media performance including likes, shares, and follows. The marketing team communicates these results to leadership. Which one of the five pillars of social media marketing does this represent?
What helps brands avoid coming across as spammers? Select all that apply.
A business wants to send emails to its customers on their birthdays. They plan to offer a 50% discount on any item. What is this an example of?
Fill in the blank: The process of determining which content and channels are responsible for generating leads, conversions, or sign-ups is called _____.
Which of the following are examples of attribution models? Select all that apply.
Fill in the blank: The _____ of a data story should engage your audience by explaining what you learned, and how you can use that information to take action.
What do some of the best data stories allow?
What is performance marketing?
Which of the following refers to performance marketing? Select all that apply.
As an entry-level digital marketer, which of the following data analytics tasks might you be responsible for? Select all that apply.
Which of the following attribution models assigns equal credit to each touchpoint along the customer journey?
What will help you decide which data points to use in your data story?
Fill in the blank: Appealing to your audience with a strong _____ can draw attention to your insights and encourage others to take action.
Which of the following are examples of data visualizations? Select all that apply.
A marketer puts together a list of sales that resulted from a touchpoint. What is this list an example of?
Which of the following are the main components of a data story? Select three answers.
What are the three characteristics of a well-structured narrative? Select all that apply.
Fill in the blank: In order to optimize a strategy, you need to know which _____ are influencing customer decisions the most.
Which of the following best describes a customer who is in the conversion stage?
When you create a customer persona, you want to identify your customer’s barriers. What does this refer to?
Which statements best describe strategies and tactics? Select all that apply.
Which of the following strategies motivates a potential customer to make a purchase in the conversion stage?
What is the purpose of the search algorithm?
To rank search listings, the Google algorithm tries to understand the words typed in a search bar. It also tries to understand the general intent behind the search. This represents which results key factor?
As a marketer specializing in search engine optimization, you create articles with text, photos, and videos that satisfy searcher intent. This represents which SEO task?
Fill in the blank: Keyword _____ results in a negative user experience and can harm a website’s ranking.
Which of the following is true regarding a website’s structure and navigation?
Which of the following are URL best practices? Select all that apply.
What provides search engines a summary of what a page is about?
One of the main processes of the Google search engine is serving. What does this refer to?
As a digital marketer optimizing a website, you add a row of internal links at the top or bottom of the page. These links allow visitors to quickly navigate back to a previous section or the homepage. What is the name for these links?
What file provides information about the pages, videos, and other files on your site, and the relationship between them?
After finding the location of a new page or new page content, the Google search engine stores it in an online record. This represents which main process of a search engine?
Which pre-SEO work includes understanding the intent of people who read and experience the website’s content?
One of the main processes of the Google search engine is crawling. What does this refer to?
Which search engine results pages (SERPs) feature displays a map and has listings of nearby businesses?
As a marketer specializing in search engine optimization, you ensure that a website is well-organized and that it is easily crawled by search engines. This represents which SEO task?
Fill in the blank: Website structure and navigation should include a consistent and readable _____.
Which of the following facts help you simplify the technical SEO task of submitting a sitemap?
Which of the following best describes the recommended Google Search Console usage for a typical digital marketer? Select all that apply.
As a digital marketer creating a webpage, you start with keyword research to better understand the visitor. Then you create fresh and unique content tailored to your visitors. This represents which website optimization recommendation?
You are interested in displaying interactive features and product pricing in your search results. What can you add to your website to achieve this goal?
What does the URL inspection tool in Search Console provide a user?
As a digital marketer creating a webpage, you collaborate with someone who is knowledgeable in the topic you are writing about. You list them publicly as a co-contributor. This represents which website optimization recommendation?
What best practices can help a business promote its website and attract backlinks?
Fill in the blank: The _____ provides information about the pages, videos, and other files on a website, and the relationship between them.
As a digital marketer creating a Google Ad, you have to determine what to achieve with the ad, such as more sales, leads, website traffic, or store visits. This describes which Google Ad setup step?
Which of the following statements regarding the Ad Rank factors are true?
When would marketers choose uploaded display ads instead of responsive display ads?
Fill in the blank: Ad _____ are a collection of similar ads, themed keywords, and bids.
Why would a business research what its competitors are doing on social media?
A digital marketer tracks and analyzes conversations to learn what people think of a brand. What core pillar of social media marketing does this describe?
Which of the following are outcomes of the core pillar of listening and engagement? Select all that apply.
What is a benefit of owned media?
Which of the following are benefits of social media marketing? Select all that apply.
A marketer aims to introduce a company’s latest service to a wider audience online. How might social media help them achieve this goal?
How does a digital marketer use the planning and publishing pillar to reach new customers effectively?
What can help a company to find out how many positive mentions they got in a particular month or how many people they are reaching on different platforms from one month to the next?
A business decides what type of content to publish on its website, how often to publish it, and how users can interact with it. What type of media is the business’s website an example of?
Why would a marketer post still images rather than videos on social media? Select all that apply.
Fill in the blank: For platforms with _____, posting multiple times a day gives a digital marketer the opportunity to reach their target audience in different time zones and at various points throughout their day.
Which of the following do you require to create an entry in a social media calendar? Select all that apply.
Which of the following are examples of educational content? Select all that apply.
Which tool can help digital marketers manage and organize their social media publishing schedule?
What questions help to identify a target audience’s needs? Select all that apply.
A digital marketer decides which data to track and establishes a workflow and review process. What does this process refer to?
Which of the following refers to the relationship between social listening and social media engagement?
A digital marketer aims to make a brand more personable and relatable to its customers on social media. What best practice will help them achieve this goal?
A digital marketer creates a new strategy to market on Twitter. What tactic can they use to increase their followers?
When writing for social media, why should you research the type of words and phrases your audience uses?
What is the benefit of using social listening to learn more about a competitor?
A marketer compiles a list of high-performing posts, images, videos, and text. Why should they consider repurposing this content?
How can a digital marketer maintain a consistent brand voice across all marketing channels?
Fill in the blank: Addressing customers by their first name and responding to comments with humor or warmth are all examples of _____.
Which of the following are examples of information a company might want to include in their Twitter bio? Select all that apply.
How can a digital marketer establish a distinct brand voice to help a business attract attention?
When writing for social media, how can you tailor your writing to each platform?
A marketer collects and analyzes campaign data, such as the number of followers and page views. What tool allows them to do this?
What is a key performance indicator (KPI)?
As a marketer, you create a social media report that is easy to understand and allows your audience to connect to the story the data is telling. How do you achieve this?
When you deliver a social media report, you should remember to guide your audience. What does this mean?
What is the difference between qualitative and quantitative data?
Imagine that a marketer tracks social media analytics across platforms to learn how their content is performing. They find that their longer posts perform much better on Facebook than on Instagram. How can they use this information?
A marketer launches a campaign for a new product. They decide to gather data for the campaign by observing how people refer to the business. What type of data is this?
Which of the following best describes the relationship between social media goals and metrics?
Consider the following scenario: A marketer delivers a social media report presentation to a diverse group of partners. During the presentation, the marketer intentionally points out key aspects about the data. They use phrases like, “as I mentioned” and “as you may have noticed.” What presentation best practice does this example describe?
In the awareness stage of the marketing funnel, a business measures the attention they receive across all social media platforms during a reporting period. What metric does this describe?
What does organic social media enable marketers to do?
As a marketer, you remarket ads to connect with people who are familiar with a company. What does this paid social media tactic enable you to do?
What is organic social media?
Fill in the blank: To achieve your desired results, it is important to clearly define the _____ of your paid campaign.
A marketer is deciding which social media platform to use for their first paid advertising campaign. Which of the following factors should they consider when choosing a platform? Select two.
How does calculating a campaign’s ROI indicate its effectiveness?
According to the SMART framework, which of the following goals is considered time-bound?
A digital marketer creates monthly emails with interesting stories their subscribers enjoy reading. What email marketing best practice does the marketer use?
Fill in the blank: Conducting _____ will help you identify the internal context of a company that could affect your strategy.
Fill in the blank: A SMART goal is specific, measurable, attainable, relevant, and _____.
Which of the following statements best describes why segmenting your email subscriber list is important?
A company earns a lot more money from an email campaign than it spends. What does the campaign’s performance indicate?
Fill in the blank: Segmenting email subscriber lists and testing various formats, lengths, links, and images in emails are examples of _____.
Which term describes dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history?
Which of the following are effective ways to use a welcome email? Select all that apply.
Fill in the blank: _____ are a versatile feature of email marketing used in several stages of the marketing funnel.
Which type of emails get the word out about special offers, limited time deals, or exclusive content?
A marketer sends retention emails to customers after they make a purchase. The email uses inviting language and includes each customer’s name in the subject line and body copy. What best practice should they consider before sending the email?
Why should you include a call to action in your welcome email?
Which of the following marketing emails serve as a virtual first impression a company makes with a customer?
When crafting a promotional email, what best practice should you follow to make it successful?
Why would you create a newsletter to target customers in the loyalty stage?
A marketer creates a retention email to target customers after they make a purchase. They use inviting language in the email and include a clear call to action. What retention email component can they add to increase its effectiveness?
What is the purpose of sending a cart abandonment email to a customer?
Fill in the blank: The text in the main content of an email is called email _____.
What type of email should a new company send out as a marketing strategy to gain new customers?
Which of the following are reasons a company might want to send a newsletter? Select all that apply.
Why are follow-up emails an effective tactic to increase customer loyalty?
Which of the following are reasons a company might want to send a promotional email? Select all that apply.
Which of the following best describes a merge tag or personalization tag?
Mistakes happen in email marketing, such as sending an email to the incorrect segmented list. What process can marketers follow to prevent mistakes from happening?
As a digital marketer, you are building an email list for an upcoming campaign. How can you use search engine marketing to help build your list?
As a digital marketer, you are dividing your email list by psychographic characteristics. Which of the following best represents psychographic characteristics?
As a digital marketer, you accidentally send an email to a group of non-customers instead of to a group of previous customers. This is an example of what email marketing mistake?
What do KPIs enable marketers to do in an email marketing campaign?
As a digital marketer, you determine that many users opened an email. What does this indicate?
As an email marketer, you recently sent an email to 16,478 people. The email received 1,621 total clicks, 5,532 opens, and 5,189 unique opens. How would you calculate the click-to-open rate?
A digital marketer creates a presentation for stakeholders. Before the presentation, they consider the audience and gather some information about them before the presentation. How will knowing their audience help them deliver an engaging presentation?
As an email marketer, you determine whether your efforts are increasing sales dollars. How would you calculate the return on investment (ROI)?
How would you calculate the open rate of an email?
Fill in the blank: _____ is the percentage of emails sent that could not be delivered to the recipient’s inbox.
As a digital marketer, you manage an email marketing campaign. How do you calculate the list growth rate?
When creating an email marketing report, you keep the stakeholders’ attention by changing how you present the data. Which of the following email marketing tips help you do this? Select all that apply.
Most e-commerce purchases fall into one of four categories. What are these categories?
As you consider your skills and interests in marketing, which of the following should you do? Select all that apply.
What skill helps marketers and analysts to communicate data insights effectively and engage an audience?
To set themselves apart at the conversion stage, businesses should provide useful content and experiences. Which of the following tactics will help? Select all that apply.
In addition to the number of conversions, which of the following help you understand how customers interact with your business? Select all that apply.
One way to measure success at the consideration stage is with customer engagement. Which of the following is a good measurement of engagement?
Which of these are conversion tactics? Select all that apply.
Which of the following best describes how organic exposure from search engine optimization (SEO) compares to paid search?
What can businesses do to personalize their emails to customers? Select all that apply.
Which component of a customer persona represents what the customer wants to achieve?
Consider the following customer persona: A 38-year-old woman who exercises regularly and would like to shop at a health-conscious grocery store. What component of the customer persona is missing?
As a digital marketer, you share recent customer testimonials on social media, the company website, and email. You use the testimonials to build trust and interest in your product or service. At which stage of the marketing funnel is this strategy used?
You want to include an influencer in your awareness strategy. Which strategy should you consider?
As a digital marketer, you pursue abandoned carts by sending follow up emails. This strategy falls under which marketing funnel stage?
A marketer plans to build interest in a new product. Which strategy will help them during the consideration stage?
Fill in the blank: _____ are information specific to the customer such as age, gender identity, family size, occupation, and location.
What are the four stages of the marketing funnel?
As a digital marketer, you place ads on social media platforms to reach potential customers who are not familiar with your brand. This strategy falls under which marketing funnel stage?
Which of the following strategies helps to turn customers into loyal brand followers?
The search algorithm considers the quality of a website’s content. What does this refer to?
Which pre-SEO work requires creating webpage content for searchers’ needs and not just replicating content that is already successful in the SERPs?
What page informs the user that the webpage they were trying to visit does not exist?
Which of the following statements regarding keywords is true?
Which of the following are recommended ways to promote your website and attract backlinks? Select all that apply.
Fill in the blank: The _____ provides the search engine a summary of what a webpage is about.
What is one difference between rich results and structured data?
Which of the following is a webpage title element recommendation?
Why should a digital marketer keep web page titles brief but descriptive?
Which of the following is true about the Overview page on Search Console?
Which of the following are recommendations for anchor text? Select all that apply.
Which of the following is true regarding images on a website?
A marketer posts an ad that quickly appears in the search results pages. What does this refer to?
As a digital marketer, you will consider several best practices when creating effective ads. Which of the following is a Google ad best practice?
Which of the following refers to the broad keyword match type?
Which of the following is true of responsive display ads?
Which of the following are responsive display ad image tips? Select all that apply.
To drive the best results, how many elements does Google recommend uploading for responsive display ads?
Fill in the blank: Ad _____ are a set of ad groups that share a budget, location targeting, and other settings.
Fill in the blank: Sources of a brand’s _____ include blog sites, social media profiles, and community forums.
Consider the following scenario: Potential customers are searching for more information to help them decide whether or not to make a purchase. They may be looking for reviews or comparing the company’s offerings to other competitors. What action should the company take to set their brand apart from the competition?
After you develop your social media strategy, what is the next core social media marketing pillar?
How does influencer marketing increase the effectiveness of a paid social media strategy?
Why would a marketer consider paid remarketing to target customers in the conversion stage of the marketing funnel?
Which of the following are common social media marketing goals? Select all that apply.
Which of the following are examples of content formats for social media? Select all that apply.
A marketer compiles information about current followers and assesses how people engage with a brand. What does this information enable them to do?
When trying to determine the right social media platform, why should a company think about their goals?
For algorithm-based platforms, why is it better to publish quality content less frequently?
Posting multiple times a day on a chronological feed enables you to do what?
Fill in the blank: _____ measures how people are interacting with a company’s social media accounts and content.
A digital marketer aims to increase the number of likes, mentions, and shares a business receives on social media. How does social listening enable them to reach this goal?
A digital marketer creates a Twitter bio. They include what the business does, its products, and what makes them unique in a creative and original tone of voice. What additional information can they include to optimize their Twitter bio?
Which of the following are parts of social listening? Select all that apply.
Which of the following are examples of a company using social media engagement to know their audience? Select all that apply.
Which of the following are benefits to establishing brand voice guidelines? Select all that apply.
Imagine that a company launches a social media campaign. They monitor engagement to determine whether images, videos, or links do better on particular platforms. What benefit of social media analytics does this describe?
A marketer would like to monitor brand awareness across social media platforms. Which of the following metrics will help with measuring brand awareness?
What is a social media key performance indicator (KPI) used to assess?
A marketer considers what data and insights will be used in a social media report. What does this help them determine?
A company launches a social media campaign for its new service. What tool can help them measure the campaign’s traffic and sales on different platforms?
What can you use to measure progress toward a goal?
A marketer monitors social media and identifies which content delivers the best audience engagement. What tool allows them to do this?
A marketer uses a Net Promoter Score (NPS) to measure customer loyalty. What does this metric measure?
How does a company do list-based remarketing?
As part of a campaign, you decide to display paid ads to customers who have visited your website. What is this called?
When creating a goal, what should you include to make it a measurable goal?
What is an example of a specific goal a marketer might consider?
Why should a company avoid sending the same emails to every single one of their subscribers?
Why do marketers send welcome emails in the consideration stage of the marketing funnel?
What type of email marketing targets recipients in the consideration stage of the marketing funnel?
Why would a business send welcome emails?
Which of the following is an example of useful information to include in an acquisition email?
What strategies can an email marketer use to build an email list? Select all that apply.
Common email marketing mistakes include sending a broken link. What is an example of this kind of mistake?
Before writing an email, you think about why you are sending the email to identify the motivation behind it. This represents which tip for writing effective emails?
What is the relationship between metrics and data?
Which question should you ask to determine which metrics should be KPIs?
As an email marketer, you are determining how many people clicked on one or more links in an email. Which calculation should you use?
As a digital marketer you are calculating your email list growth rate for the past month. The list gained 1,398 new subscribers. It had 177 unsubscribes. The list total is 29,495 subscribers. How do you calculate the list growth rate for the past month?
As a digital marketer, you often use metrics to assess email marketing results and track business goals. Which of the following is true about metrics in email marketing? Select all that apply.
When giving a presentation on email marketing metrics, you create a formal and structured presentation for your external client. The external client is not familiar with the metrics, so you use different terminology than you’d typically use internally. Which tip for presenting does this represent?
Why are KPIs metrics, but not all metrics are KPIs?
A marketer creates an email marketing campaign for a new product launch. Their email is delivered to 40,700 people. 9,541 opened the email. 3,021 made a purchase. The marketer needs to know the percentage of email recipients who took the desired action of making a purchase. How should they calculate the conversion rate?
Which of the following SMART goals are specific?
In your last email send, you delivered 54,972 emails with 13,683 unique opens and 2,787 clicks. What is the calculation for your click-to-open rate?
As a digital marketer for an electronics brand, you are segmenting your email list to reach customers interested in new technology. You realize that this might be too broad, and would like to learn more about the audience’s psychographic characteristics. What questions will help you determine the audience’s psychographic characteristics? Select all that apply.
Consider the following SMART goal: Increase the email open rate to at least 20% by the end of quarter three by creating more engaging and informational emails. What part of the goal is time-based?
A marketer creates a SMART goal for an upcoming social media campaign. They are still determining how they will know when the goal is accomplished. Why is it important for a SMART goal to be measurable?
As a digital marketer for a pet supplies business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by demographic data for the customer’s pet? Select all that apply.
As part of an email marketing campaign, a digital marketer delivers 20,500 emails with 7,992 email opens. The email receives 1,551 link clicks and 219 purchases. How would they calculate the purchase conversion rate?
Imagine that a marketer is developing a digital media plan, and they ask: “Which channels will get the most out of my budget?” What part of a marketing plan does this describe?
What is an A/B test?
A marketer assigns credit for conversions to the last click in a user’s journey. What Google Analytics process does this refer to?
Which of the following are required to calculate return on ad spend (ROAS)? Select all that apply.
A marketer saves time by identifying the best page on their website without performing an A/B test. Which big data trend allows them to do this?
Big data plays a role in _____, which uses historical data to predict what might happen.
A marketer uses Google Analytics to monitor campaign metrics. They begin with events – which cause data collection to occur. Which of the following are ways in which events are enabled? Select all that apply.
What are the benefits of linking a Google Ads account to Google Analytics? Select all that apply.
Imagine that a marketer wants to analyze the data from Google Ads and Google Analytics in a spreadsheet. How can they do that?
Imagine that a marketer wants to use Google Analytics to monitor email traffic and learn how much of that email traffic came from the campaign of interest. To do that, they add tags to the URLs shared in emails and configure dimensions for these tags to monitor what? Select all that apply.
A digital marketer uses a Google Analytics template to visualize the steps users take to progress from one stage in the customer journey to the next. What technique does this describe?
Consider the following scenario: Imagine that a marketer wants to learn which audience to spend more budget on in future marketing campaigns. They decide to combine conversion data with audience demographic data to conduct an analysis. What method can they use to do this?
A digital marketer uses software tools to perform A/B tests. Which of the following does this enable them to do?
Which is a positive outcome of conducting A/B tests?
What does an ad variation test changes to? Select all that apply.
Consider the following scenario: A digital marketer just ran an A/B ad variation test for a new headline. The results were favorable, but the digital marketer has six additional headline variations they want to test. Their manager cautioned them about running more A/B tests, and instead urged the digital marketer to be strategic and selective about testing multiple variations. Why would the manager be concerned about running A/B tests for every headline variation?
When reviewing the results of an A/B test, you notice blue stars next to several percentages. What do the blue stars indicate?
What are the benefits of conducting A/B tests? Select all that apply.
What do the insights a digital marketer uses to evaluate the success of a marketing campaign depend on?
A marketer shares campaign insights with a director because the director funds the campaign and plans to make decisions based on its results. What is likely the director’s role in the campaign?
Which of the following would enable a data analyst to communicate with databases developed by different vendors and hosted on multiple platforms?
When would a marketing team use Tableau?
Imagine a marketer is working on a campaign and wants to request a change to the budget. Which of the following presentation best practices should they use to get this change approved by stakeholders? Select all that apply.
A marketer uses a graph to compare the revenue generated from five campaigns. The chart displays each campaign as a percentage of a whole. What type of chart did the marketer use?
What spreadsheet feature does a marketer use to display data that match particular criteria?
Which of the following is a visual analytics platform that makes it easier to explore and manage data, and to create custom dashboards that incorporate different data visualizations in one place?
A marketer is creating a presentation using marketing analytics data: How can they use data to lead their audience to agree with their final conclusion? Select all that apply.
Imagine that a marketer is working with a dataset in a spreadsheet. They want to view the data from a new perspective to help them categorize it and identify insights or trends. What spreadsheet tool should they use?
Which of the following charts represents data in the same way as a line chart, but with the space under the line filled in to form a visual area?
An e-commerce business hires someone to organize its marketing activities and initiatives. Who is typically responsible for these tasks?
Which of the following guidelines should a marketer follow when working with stakeholders in a marketing campaign?
How do marketers and stakeholders work together?
Which of the following visualizations includes individual data points for a changing variable connected by a continuous line?
A stock photography website allows customers to download images for a fee. What type of e-commerce product does the business sell?
Which of the following are benefits of e-commerce? Select all that apply.
Fill in the blank: The total number of potential customers within a specific industry is called _____.
Fill in the blank: The _____ for a product indicates the amount of money left over after expenses are paid.
How does a business acquire the items they want to sell to customers?
What capabilities do e-commerce platforms offer businesses?
An e-commerce marketer conducts secondary research to learn about a business and its audience. Which activities will they likely conduct for this secondary research?
A marketer uses an e-commerce platform to update products and manage customer orders. What additional capabilities does the platform offer the marketer?
A business registers with the Google Merchant Center. How does this decision benefit their company?
What is the purpose of adding multiple sales channels in Shopify?
Which of the following features includes a collection of links to other pages within a website?
Which of the following software allows the user to access and edit the original source code?
A marketer adds a product detail page to an e-commerce store to provide information about its products. What information does the marketer likely include on the product page?
What tool enables you to advertise products with Google Shopping?
Imagine a shoe retailer is ready to open an online store. What should they use to create their shop?
E-commerce marketers consider the regular fluctuation of e-commerce traffic around special holidays, events, and weather on a quarterly or yearly basis. What does this concept enable them to do?
Digital marketing helps businesses create brand recognition in new and global markets. What does this mean? Select all that apply.
Developing and running campaigns to increase digital sales, optimizing paid advertising campaigns using SEO, managing an online marketing presence, and monitoring website analytics are tasks typical for which e-commerce role level?
When potential customers first learn about a brand, they enter the top of the marketing funnel. What is this stage called?
Consider the following scenario: There are two marketing managers. One manager has their team focus on figuring out how to sell more products. The other manager has their team focus on helping customers address pain points and achieve their goals. The first manager’s approach is about the company’s goals. What is the second manager’s approach about?
Why is it important to measure outcomes at each stage of the marketing funnel?
When setting a digital marketing strategy, what should you do before picking your channels?
Fill in the blank: The exposure you get from good _____ can last much longer than paid ads.
What is ROAS (return on ad spend)?
Fill in the blank: A digital marketer uses _____ to convey insights to a specific audience using a clear and compelling narrative.
Which of the following best describes the consideration stage of the marketing funnel?
Which of the following strategies motivates a potential customer to make a purchase in the conversion stage?
How does SEO help build awareness?
As a marketer specializing in search engine optimization, you resolve hosting issues, manage webpage redirects, and edit JavaScript. This represents which SEO task?
The Google algorithm considers the overall value of a webpage when ranking search listings. It does this by identifying links from prominent websites. Which key factor does this represent?
What is an example of keyword stuffing?
Fill in the blank: Visitors should be able to tell where a link will take them when they click on the _____.
Which of the following are meta description recommendations? Select all that apply.
You are setting up a search engine marketing ad for an e-commerce businesses and would like to include information about a specific product. Which extension should you choose?
As a digital marketer creating a Google Ad, you indicate the amount you want to spend over the course of a month by setting a daily sum. This describes which Google Ad setup step?
You are setting up keyword matching for “shoes for women”. Your ad also shows for searches with the same meaning or intent as your keyword, such as “women shoes,” “women shoe,” and “shoes women.” What keyword match type is this?
As a digital marketer, you will consider several best practices when creating effective ads. Which of the following is a Google ad best practice?
To create unique and effective copy for a responsive display ad, what should the headline communicate?
According to the five core pillars of social media marketing, what do you identify during the strategy pillar?
A customer creates the following social media post: “Exceptional quality and customer service with a smile! I would highly recommend @thebusiness” What is this customer’s review an example of?
Fill in the blank: When choosing social media platforms, a digital marketer should consider their _____ because brand identity and business type should factor into the decision.
What type of content can build trust in a company’s brand and position them as an industry leader with information and wisdom to share?
What steps does a digital marketer need to take to develop a social media calendar? Select all that apply.
Fill in the blank: A company asking its customer to visit their website is an example of _____.
Fill in the blank: Posting pictures of employees on social media is an example of _____.
What should a marketer use to determine whether a social media marketing strategy is effective?
Fill in the blank: An effective social media report provides context, which helps the audience _____.
Fill in the blank: Social media goals determine _____.
Fill in the blank: Targeting relevant customers, increasing remarketing capabilities, and reaching an audience quickly are all benefits of _____.
What are the benefits of organic social media? Select all that apply.
What types of marketing goals can paid social media help a company achieve? Select all that apply.
Fill in the blank: When setting a paid social media budget, a company needs to think about how they will create _____.
What are the most common bidding strategies? Select all that apply.
Which of the following can help marketers allocate a budget more effectively?
A marketer is launching their first paid social media campaign. What is the best platform for them to use?
Fill in the blank: _____ are discovered through research or data analysis and can be used to inform an email strategy.
While creating an email marketing strategy, you conduct an analysis to identify the brand’s core strengths and mission. What analysis helps you learn more about the brand?
When creating an email, a digital marketer links website content they have not previously included. Which marketing best practice is this an example of?
What is typically the goal of sending weekly emails to a subscriber list?
What common type of email marketing is used to attract and gain new customers?
A marketer notices low engagement with their newsletters and promotional emails for a segment of customers. What can they do to encourage these customers to engage with the brand?
Fill in the blank: In the context of email marketing, quality _____ is a process to ensure that the email you send does not have mistakes and errors.
What can a marketer use to simplify the email marketing process and ensure a campaign stays organized?
What is the practice of dividing an email subscriber list into smaller groups based on criteria like interest, location, or purchase history?
Which of the following is true of key performance indicators (KPIs)?
As a digital marketer, you notice several emails were not delivered to the recipients. What can cause a high bounce rate? Select all that apply.
After emailing their subscriber list, a marketer uses the following calculation: [(new subscribers – unsubscribes) / total number of email addresses] x 100. What email metric are they calculating?
Which of the following SMART goals is specific?
As a digital marketer for an amusement park, you are segmenting your email list to reach families with young children who live in large cities. To further tailor your emails to the customer, you are interested in learning more about the audience’s demographic data. What questions will help you determine the audience’s demographic data? Select all that apply.
A digital marketer creates an email campaign and delivers 76,230 emails with 33,944 email opens. The email receives 10,550 link clicks and 1,201 purchases. How would they calculate the purchase conversion rate?
Consider the following SMART goal: Increase the click-to-open rate on sales emails to at least 8% within six months through more persuasive copy and clear calls to action. What part of the goal is time-based?
Consider the following SMART goal: Increase the click-to-open rate on sales emails to at least 8% within six months through more persuasive copy and clear calls to action. What part of the goal is specific?
As a digital marketer for a travel booking company, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by psychographic characteristics? Select all that apply.
In the past month, your email list added 840 subscribers and had 47 unsubscribes. The list total is 17,191. What is the calculation for the list’s growth rate?
As a digital marketer for an electronics brand, you are segmenting your email list to reach single working professionals across the country. To further personalize your emails, you are interested in learning more about the audience’s demographic data. What questions will help you determine the audience’s demographic data? Select all that apply.
As a digital marketer, an email you sent was delivered to 47,922 recipients. 15,001 recipients opened the email. 3,221 clicked on a link and 562 made a purchase. How would you calculate the purchase conversion rate?
Consider the following SMART goal: Use the email marketing software to remove all list subscribers that have not opened a message in over six months by March 31st. What part of the goal is measurable?
A marketer creates a new campaign that includes both business and marketing goals. They identify key performance indicators (KPIs) as part of the media plan. What is the role of KPIs?
When creating a media plan, you should consider the budget. Why is this important?
A marketer aims to include A/B or split tests in their latest campaign. What will this test enable them to do?
Fill in the blank: One way to control cost is to manage CPC on a per-campaign basis. You can allocate more budget to the PPC campaigns that _____.
A business decides to create a digital media plan. First, they confirm their business and marketing goals. What additional steps must they take to create the plan? Select all that apply.
A marketer sets a specific objective in a marketing plan that supports a business goal. What does this describe?
Imagine that a marketer is developing a digital media plan, and they ask: “Whom do I need to reach with my campaign?” What part of a marketing plan does this describe?
Which of the following can you use to set your cost per acquisition (CPA) performance goal? Select all that apply.
A marketer uses the ad spend, cost per unit, and number of units sold to determine a campaign’s performance. What should they calculate using this information?
When monitoring a website in Google Analytics, a marketer collects information on user behavior. Which of the following are considered advanced metrics they can track?
Fill in the blank: Linking Google Ads to Google Analytics allows you to combine the conversion data from Google Ads with the _____.
A digital marketer uses Google Analytics to collect and analyze information. What feature causes data collection to occur in Google Analytics?
A marketer calculates the estimated return on investment at the conversion stage of the marketing funnel. What metric did they use?
In Google Analytics, a marketer uses the ads preferred model. What does this model do?
In the Google Analytics Explorations feature, which Template gallery technique shows the data for users that have been organized into groupings by their common attributes?
A digital marketer calculates the revenue generated divided by the amount spent on advertising. What does this calculation determine?
A digital marketer uses an online experiment that randomly directs web traffic to two different versions of the same web page. How does this test determine which web page performs better?
Consider the following scenario: A digital marketer is reviewing the results from an A/B ad variation test of a proposed headline. As they review the ad variations table, they notice that many metrics have blue stars next to them. What action should the digital marketer take based on these results?
How does a digital marketer calculate ROAS?
What will a digital marketer use to conduct an A/B test?
A digital marketer changes the call to action on an ad and plans to run an ad variation test to compare the two versions. How would they create this test?
Which of the following tasks would a marketing coordinator be responsible for? Select all that apply.
Fill in the blank: Digital goods and physical goods are examples of _____.
An online store receives a large number of conversions for a new product. What do these conversions indicate?
A retail store has a physical storefront and an online shop. What type of e-commerce model is this?
Health coaching, business consulting, or graphic design are examples of which type of e-commerce?
Fill in the blank: An “add to cart” button on a product page or a link that says “sign up to subscribe to our newsletter” on a website’s homepage are examples of _____.
An e-commerce business hired a web developer to edit original code and fully customize and create its e-commerce store. What type of e-commerce platform are they likely using?
Which of the following can be done in the discounts section of a Shopify account? Select all that apply.
What are the benefits of online advertising? Select all that apply.
What type of campaign provides a simpler business marketing experience by combining Search and Display campaigns and allows Google to control most of the campaign’s management?
As an entry-level e-commerce marketer, you require an automated and straightforward business marketing experience when creating ad campaigns. Why does a Smart campaign suit your requirements?
Consider the following scenario: A retailer wants to improve their sales and customer reach. They believe they can accomplish this by showing their inventory to the right customers at the right time across different networks. They decide a Smart Shopping campaign is their best option in order to reach these goals. How can a Smart Shopping campaign help this retailer improve their sales and customer reach?
When optimizing your e-commerce strategy, you should simplify the buying process by eliminating customer pain points. What can you do to help with this process?
As an e-commerce marketer, you create a campaign that maximizes shopping potential by combining your single existing product feed and assets into ads across a variety of networks. What campaign is this?
Which ways can a customer move through the checkout process? Select all that apply.
What is a point-of-sale (POS) system?
Why do online customers abandon their shopping carts? Select all that apply.
An e-commerce company maintains control of the quality of its brand by storing its own inventory, and packaging and labeling all orders. What type of fulfillment model does the company use?
An e-commerce company does not own its inventory and is interested in shipping orders from a supplier directly to the customer. What type of fulfillment model does the e-commerce company use?
What strategies can an e-commerce brand use to provide personalized experiences to its customers?
An e-commerce business uses a system to process payment transactions online. What system do they use?
What is a fulfillment service?
A marketer engages customers online by delivering a tailored experience to each customer. What e-commerce practice does this refer to?
When can a customer enter the checkout process?
Which types of transactions can some point-of-sell (POS) systems process? Select all that apply.
Fill in the blank: The biggest reason for cart abandonment is when the costs for _____ are too high.
What is dropshipping?
A digital marketer learns that many customers are familiar with a business and have considered buying its products. However, they have not made a purchase. Why would the marketer use dynamic remarketing to reach these customers?
Which of the following ways to create a sense of community include customers uploading photos, writing product reviews, or being active on forums?
Beginning an email with the recipient’s name and providing incentives based on shopping habits are examples of what way to make a loyalty program successful?
As a digital marketer sending post-purchase emails, you are waiting an appropriate amount of time before sending emails to customers. This represents which tip for effective post-purchase communication?
A digital marketer creates a survey to determine who their customers are and what they are shopping for. They ask, “Which of our products are you most interested in?”. What type of question is this an example of?
Which of the following is true regarding customer service channels?
As a digital marketer, you are creating a rewards program. Your program allows customers to make a recurring payment in order to receive an exclusive incentive. What type of rewards program are you using?
What are examples of pre-purchase questions? Select all that apply.
Which of the following information can email marketing analytics provide to help a company improve their campaigns? Select all that apply.
What metric indicates that a potential customer is moving towards a completed purchase transaction?
Which of the following describes the relationship between average order value and customer lifetime value?
A marketer uses analytics to evaluate product performance. They notice a high return rate when reviewing a specific product category. What does a high return rate indicate?
An applicant submits their CV as part of the hiring process. What is included in a CV?
What are common characteristics of a preliminary interview?
When asked a question during an interview, you responded, “In my previous role as an e-commerce specialist, the client I worked with wanted to create a new online store.” What did you do according to the STAR method?
A marketer has experience in many different areas and works in a multifaceted role. What marketing role does this best describe?
Which of the following is true when building rapport with interviewers?
A candidate is interested in learning more about a company and its products and services. What research is typically involved in this pre-interview step?
Which of the following is an example of showing excitement when delivering an elevator pitch?
What workplace supports an internal team of employees that handle marketing and e-commerce needs for a specific product or service?
What interview is more in-depth and will likely feature members of the team you will be working with?
Before an interview, you visit LinkedIn to learn more about the interviewer and their background. What else can you do to learn more about the interviewer?
Which of the following should you consider when using the STAR method to answer interview questions?
Which of the following is true about freelancing?
Consider this scenario: A recent graduate has decided on a career path. They want to work in a role that partners with multiple companies to help achieve their digital marketing and advertising goals. Which type of role should they consider?
A marketer wants to create a visual representation of the sales process, from a customer first learning about a brand to becoming a loyal customer. What should they create?
What tactic can businesses use to increase their awareness and reach potential customers?
Which term describes how much more customers are willing to pay for a name brand than a store brand?
In what ways do digital marketers gain insights from data? Select three answers.
How does attribution help businesses learn which touchpoints are most effective at getting customers to take action?
How can a digital marketer create a great user experience with a website’s images? Select all that apply.
Which of the following is true about web page meta descriptions?
As a digital marketer managing a website, you are changing the domain name from example.com to example.org. Which Search Console tool would you use to inform Google of this change?
As a digital marketer, your first step in creating a Google ad is to define your campaign goal. Which question will help to determine this?
Which statement regarding Ad Rank factors is true?
Which of the following is a Google Ad best practice?
What does an average daily budget indicate?
A marketer promotes a product on social media by including a link to the product page. What benefit of social media marketing does this refer to?
How does social media marketing help companies build stronger relationships with their existing customers?
A marketer helps a business build brand awareness and manages brand reputation. What type of goals are these?
Why do marketers post captions, pictures, and videos that are spread widely on social media?
Fill in the blank: _____ makes a company’s brand seem more authentic and reinforces their brand’s message, values, and vision.
A digital marketer notices that their business has gained a large number of new followers on Twitter in the last week. What does this increase likely indicate?
A marketer uploads a list of email contacts to the platform of their choice. What happens next?
The statistic that more than 4 billion people use email reflect which success factor of email marketing?
Which of the following should be avoided to ensure recipients do not think a company’s email is spam? Select all that apply.
The fact that 50% of people use the same email for ten years or more reflects which success factor of email marketing?
Why would a marketer segment their email marketing lists?
As a digital marketer, you are dividing your email list by behavioral data. Which of the following best represents behavioral data?
Which of the following represents an email call-to-action?
Fill in the blank: In email writing, you should always address your readers by using _____ language. This point of view is used for giving directions, offering advice, or providing an explanation.
A marketer is searching for a free email marketing automation tool that offers several features. They intend to try automation first before paying for it. Which of the following best suits their requirements?
What can marketers include in an email marketing campaign to craft the narrative and communicate a story?
As a digital marketer, you are trying to calculate the return on investment (ROI) on an email send. The total revenue was $44,955 USD. The total cost was $1,810 USD. What is the calculation for ROI?
What is the calculation for the list growth rate metric?
Which of the following are recommendations for the email marketing report? Select all that apply.
A digital marketer monitors an email list to determine the rate at which the list grows. They count 1,706 new subscribers and 91 unsubscribes. The total number of email addresses on the list is 10,100. How would they calculate the list’s growth rate?
Which of the following SMART goals is measurable?
Consider the following SMART goal: Increase the email open rate to at least 20% by the end of quarter three by creating more engaging and informational emails. What part of the goal is specific?
A key performance indicator can serve as a performance target for which of the following?
Consider the following scenario: Imagine that a marketer is working on a digital ad campaign for a single product. They learn that it costs $200 USD in advertising to sell 8 units of a $75 USD product. They apply the formula to calculate return on ad spend (ROAS). What is this marketer’s ROAS?
Which of the following describes the relationship between a key performance indicator (KPI), a marketing goal, and a business goal?
A marketer uses attribution to assign credit to micro conversions in the customer journey. What are micro conversions?
In Google Analytics, each enabled event has dimensions associated with it. Dimensions are the attributes or characteristics of an event. What can dimensions be used for?
A marketer links a Google Ads account to Google Analytics. What does this enable them to do?
A digital marketer changes an ad’s call to action from “Order online” to “Save 15% now”. They test the ad’s performance to determine if the change improved sales across their campaigns. What test did they use to determine the ad’s performance?
Which of the following is true about return on ad spend (ROAS)? Select all that apply.
Why would a marketer create a stakeholder map?
A marketer identifies a company’s target audience. What does the information they gather about the target audience enable them to do?
Fill in the blank: The URL or web address for a website, such as www.example.com is called a _____.
What can a marketer do to add a new sales channel to a Shopify store?
Fill in the blank: A store that sells its products online is called _____.
A marketer creates ads, emails, and social media campaigns on Shopify. Which tool allows them to do this?
What advantage of SaaS should a business consider when searching for an e-commerce platform?
A marketer aims to connect with new customers by placing image ads across several websites. What is a benefit of using the Google Display Network to achieve their goal?
When creating a Smart Shopping campaign, why should you select the products you would like to advertise in the campaign?
As an e-commerce marketer, you use the off-season to create additional campaigns. The goal is to obtain customer information and use this information to follow up with new promotions during the on-season. Why does this strategy work?
As an e-commerce marketer, you will likely encounter different ad campaigns that suit your business needs and help you reach your audience. What are the four common types of e-commerce ad campaigns?
Fill in the blank: A _____ is an automated campaign management tool within Google Ads that helps a digital marketer promote their business.
Which of the following typically applies to marketing careers?
As a digital marketer or e-commerce analyst, which of the following best describes analytical thinking in your role?
Why should you create a portfolio?
Why does digital marketing focus on reaching potential customers? Select two answers.
Fill in the blank: A successful digital marketing strategy helps to build _____.
Why are customer journey maps important for digital marketers? Select two answers.
A company that makes a software product wants to grow their customer base. Which of the following is a specific business goal for this company?
In data storytelling, how do visualizations help an audience understand what is happening in the narrative? Select all that apply.
When you create a customer persona, you want to identify who the customer is. What does this include?
A marketer conducts customer interviews and sends out surveys to customers. What does this research enable them to do?
What Search Console report indicates if certain webpages are not compliant with webmaster quality guidelines?
Why should a digital marketer avoid keyword stuffing when writing alt text for website images?
Each entry in a social media calendar contains which elements? Select all that apply.
When you deliver a social media report presentation, you should remember to pace yourself. What does this mean?
As a digital marketer, you segment your email list according to age, gender identity, and family status. What are these characteristics referred to as?
A marketer divides the number of total clicks by the number of unique opens. What email marketing metric does this calculation determine?
As a digital marketer, you notice a high open rate for an email marketing campaign. What might this indicate?
Which of the following are recommendations for the email marketing report? Select all that apply.
As a digital marketer for a sportswear brand, you are segmenting your email list to reach customers interested in health and fitness. These customers enjoy an active lifestyle and spend their free time outdoors. What did you consider when segmenting this email list?
Fill in the blank: In marketing, the return on ad spend (ROAS) is the ratio of _____.
In Google Ads, what does an ad group contain?
Which of the following statements best describes Google Tag Manager? Select all that apply.
A marketer makes the following marketing calculation: First they subtract the marketing costs from the total sales growth during a campaign period. Then, the marketer takes that result and divides it by the total marketing cost. When would they use this calculation?
Consider the following scenario: A digital marketer finished running a marketing campaign. It is now time to assess if it was successful or not. What will the digital marketer need to evaluate to determine if the campaign was a success?
A digital marketer’s campaign set a micro performance goal of increasing email signups by 40% and increasing purchases by 15%. The campaign increased email signups by 40%, as planned. However, the campaign did not increase the number of purchases. What action should the digital marketer consider for a future campaign?
Why would an organization hire a data analyst?
Why is storytelling an important part of building a brand’s identity?
Which of the following fulfillment methods ships products from the supplier directly to the customer and is the fastest way to bring a product to market?
A business uses a SaaS (Software-as-a-Service) e-commerce platform. What is one of the benefits of using this type of platform?
Fill in the blank: _____ is a brief written description of an image that helps screen readers and search engines understand what is shown in the image.
Which of the following website features provides information about a specific item sold in an online store?
Fill in the blank: E-commerce specialists need to prepare for seasonal events. In order to do this, they need to use _____, which uses machine learning to optimize for conversions or conversion value in every auction.
Fill in the blank: Resolving _____ improves the buyers experience with your brand and could help bring customers back to your site.
Fill in the blank: In order to determine when a company might experience a spike or slow down in e-commerce traffic, they can use _____, a tool that lets them explore global Google searches.
A marketer plans to engage customers online by personalizing the customer experience. What should they do to achieve this goal?
Consider the following scenario: A customer is in the process of purchasing several clothing items at an online retailer. As they review their cart, they notice a disclaimer in small print next to each item. It reads: “All sales final. No exchanges. No refunds.” Disappointed in learning this store policy, the customer decides to navigate to another online store, abandoning the items in their cart. What store policy caused the customer to abandon their cart?
Fill in the blank: When an e-commerce store needs to fulfill an order, they can use a _____, which is a third-party company that prepares and ships orders from their fulfillment centers.
What does a customer typically do during the checkout process of the customer journey?
Fill in the blank: Customers are more likely to buy and less likely to abandon their carts if there is ____.
An e-commerce business considers the best way to get its products to customers. Why would they use a fulfillment service to manage the order fulfillment process?
What is the marketing term for displaying ads that contain the products or services that previous customers already viewed on your website?
As a digital marketer, you tailor your rewards program to each customer. Which of the following tactics can you use to help personalize the rewards program?
Which of the following are examples of post-purchase emails to send? Select all that apply.
Which of the following are ways to build trust in customers? Select all that apply.
As a digital marketer, you are setting up advertising that displays ads to previous visitors that contain products or services they already viewed on your website. What is this marketing strategy?
A marketer creates a customer satisfaction (CSAT) survey and sends it to a large database of customers. What information did they gather from the CSAT survey?
What is conversion rate optimization?
Which of the following are benefits to a company using product analytics? Select all that apply.
A marketer monitors an e-commerce business’s social media. They use social media analytics to track, collect, and analyze data from several social media platforms. What information can the marketer gather from social media analytics?
Which of the following does a business using Shopify have access to? Select all that apply.
What can an e-commerce marketer do to help improve a product conversion rate?
The third step in pre-interview research is to determine common interview questions that may be asked. What does this step involve?
What tip will help when organizing your projects in a portfolio?
A marketer focuses on one aspect of digital marketing, specifically email marketing. What marketing role does this best describe?
Fill in the blank: Automated software that helps locate information to answer a user’s query is called a _____.
Why should a marketer consider their competitors when choosing a social media platform?
How can brands use custom content to help them appear more authentic?
Why should you segment subscribers in an email marketing list?
Which of the following SMART goals is time-bound?
A marketer creates an email to promote a new product. Why should they include a call to action?
A digital marketer uses an A/B test to determine which version of a web page performs better with customers. Why is A/B testing an effective way to decide what content to use?
Which are examples of marketing success indicators for a campaign? Select all that apply.
A digital marketer creates ad variation tests for a new headline. They intend to test an additional change to the call to action, however, they decide to make the latest variation a permanent ad change. What should the marketer consider before creating several ad variations?
What is order fulfillment?
What is an e-commerce rewards program?
When might an e-commerce company consider performing in-house order fulfillment instead of using a fulfillment service?
As a digital marketer, you use a subscription program to incentivize customers. What could this subscription model require customers to do?
Which of the following are ways to build trust in customers? Select all that apply.
As a digital marketer, you are trying to receive accurate data by not asking questions such as “You like our website, right?” This represents which tip for creating customer survey questions?
A marketer uses a survey to determine how loyal customers are to the business. They use a single question that asks respondents to rate the likelihood that they would recommend the product or service to a friend or colleague. What type of survey did they use?
Which of the following are potential ways for a company to increase their average order value? Select all that apply.
A digital marketer is interested in an e-commerce store’s performance across all sales channels over the last three months. Where will they find this information on Shopify?
Why might a company use a heat map on their website?
Which of the following is a metric that estimates the total amount of money that a customer is expected to spend with a business over time?
A marketer calculates the percentage of customers who purchase a product after viewing it. The results indicate a low product conversion rate. Which tactic will help the marketer improve the product conversion rate?
Which of the following is true about printed documents as portfolios?
Which document to secure employment provides a full history of an applicant’s academic credentials and professional experience?
What interview is typically a fast paced meeting conducted over a phone or video chat?
A marketer manages a website that sells exclusive products. They use rewards programs to build customer loyalty and Google Ads to drive traffic to the website. What marketing field do they likely work in?
During an interview, you answer a question by saying, “I was asked to help plan and post two times a week to a social media platform. My goal was to reach more potential customers.” Which STAR method step does this dialogue represent?

Indice del contenido

Course 1 – Foundations of Digital Marketing and E-commerce

Week 1 – Introduction to foundations of digital marketing and e-commerce

What is the term for any communication method or platform a business can use to reach its target audience online?

Online sales
E-commerce
Digital channel
Target strategy

In a digital marketing role, you may be asked to assist with campaigns, set marketing goals and KPIs, and create customer personas.

These tasks typically apply to which roles?

Strategist-level roles
Account manager-level roles
Associate-level roles
Product manager-level roles

What is the term for any communication method or platform a business can use to reach their target audience online?

E-commerce
Online sales
Digital channel
Target strategy

Digital marketing helps businesses do what? Select all that apply.

Process online transactions
Better serve customers
Build trust
Inspire loyalty

With digital marketing, potential customers can take an action the moment they experience the ad. Which advantage of digital marketing does this represent?

You can reach more people.
You get faster results.
You can build relationships with customers.
It is more cost-effective.

Which of the following statements regarding working in a marketing career is generally true?

Marketing coordinators’ tasks at a company are often disconnected and unrelated.
A digital marketing coordinator and e-commerce analyst have exactly the same roles.
It is helpful to specialize in a marketing role that aligns with your strengths such as writing, visual design, or data analysis.
You are typically responsible for a wider range of marketing tasks in a larger business than a smaller business.

Which of the following best describes the skill of analytical thinking and comparing qualities as a digital marketer or e-commerce analyst?

Collect and organize information to identify patterns, uncover trends, and solve problems.
Seek out answers about people—what they want, how they think, and what motivates them to take action.
Communicate insights effectively to engage an audience.
Highlight unique qualities and get customers’ attention in creative ways.

Fill in the blank: A _____ contains your samples of past work and demonstrates relevant work experience.

Index
Portfolio
Selection
Report

Which of the following are benefits of working as an in-house marketing employee? Select all that apply.

Collaborate on a variety of initiatives in multiple industries
Gain knowledge and expertise in a specific industry
Likely have a clear path to promotion
Get to know one company and its products

Which of the following are benefits of working in a marketing agency role? Select all that apply.

Develop broad and flexible expertise.
Learn certain skill sets very well.
Collaborate on a variety of initiatives in multiple industries.
Gain deep knowledge and expertise in a specific industry.

Coordinating marketing activities, preparing reports on marketing metrics, and creating customer personas are tasks typical for which digital marketing role level?

Product manager-level roles
Account manager-level roles
Strategist-level roles
Associate-level roles

Which of the following are typically job responsibilities for an e-commerce analyst? Select all that apply.

Develop relationships with clients.
Execute and monitor loyalty programs.
Use SEO to maximize traffic to the website.
Analyze data from the website or mobile app.

Fill in the blank: _____ is generally cheaper, more convenient, and more accessible than storefront sales.

Online marketing
Traditional marketing
Digital channel
E-commerce

A business owner wants to find new consumers for their clothing store. They plan to use social media to turn them into customers. What is this practice known as?

Online sales
Face-to-face marketing
Digital marketing
E-commerce

Digital marketing enables potential customers to act the moment they experience the ad, such as when a customer clicks on a digital ad to purchase a product. Which advantage of digital marketing does this represent?

Reach more people
Build relationships with customers
Get faster results
Save money

Which statement about marketing careers is generally true?

A digital marketing coordinator and e-commerce analyst often share similar skills.
You are typically responsible for a wider range of marketing tasks in a large business than a small business.
Marketing coordinators’ tasks at a company are often disconnected and unrelated.
Specializing in a marketing field that aligns with your strengths is not recommended.

What best describes the skill of data storytelling as a digital marketer or e-commerce analyst?

Communicate data insights effectively to engage an audience.
Use data insights to adapt to new situations.
Collect and organize information to spot patterns, uncover trends, and solve problems.
Seek out answers about people—what they want, how they think, and what motivates them to take action.

As you consider your skills and interests in marketing, which of the following should you do? Select all that apply.

Learn industry terminology
Learn one industry
Limit your understanding of the fundamentals
Make a note of skills that come up frequently

You want to become an expert in a specific industry by working for a single company. What role should you consider?

An in-house role
An internship
An agency role
A staffing firm role

Consider this scenario:

A recent graduate has decided on a career path. They want to work in a role that partners with multiple companies to help achieve their digital marketing and advertising goals.

Which type of role should they consider?

An internship
Full-time employment
An agency role
An in-house role

Setting marketing goals and KPIs, assisting on ongoing marketing campaigns, preparing reports on marketing metrics, and creating customer personas are tasks typical for which digital marketing role level?

Strategist-level roles
Account manager-level roles
Product manager-level roles
Associate-level roles

Which of the following are typically job responsibilities for a digital marketing coordinator? Select all that apply.

Draft social media copy and obtain approvals
Approve and disburse funds for marketing activities
Follow SEO best practices
Analyze data from marketing campaigns

There are several advantages to digital marketing. For example, it enables customers to act as soon as they experience an ad.

What does this advantage enable brands to do?

Reach fewer people
Spend more
Build relationships with customers
Get faster results

What skill helps marketers and analysts to communicate data insights effectively and engage an audience?

Curiosity
Data maps
Analytical thinking
Data storytelling

What is in a portfolio?

Previous job titles and descriptions chronologically
Samples of past work and relevant work experience
Letters of recommendation from past employers
A letter outlining your credentials and interest in a job

Consider this scenario:

A recent graduate enjoys a stable working environment and decides to specialize in a specific industry. They want to avoid unpredictable requests from clients and long working hours.

Which type of role should they consider?

An in-house role
A staffing firm role
An agency role
An internship

You would like to work on different projects and develop a broad set of skills in your next role. Which of the following should you consider?

An agency role
A part-time role
An internship
An in-house role

There are a variety of roles and responsibilities in digital marketing. Which of the following are typical entry-level roles? Select all that apply.

Digital marketing coordinator
Account manager
Marketing associate
Email marketing specialist

Which of the following are typically job responsibilities for a digital marketing coordinator? Select all that apply.

Follow SEO best practices
Draft social media copy and obtain approvals
Analyze data from marketing campaigns
Approve and disburse funds for marketing activities

Which of the following best describes the quality of being curious as a digital marketer or e-commerce analyst?

Seek out answers about people—what they want, how they think, and what motivates them to take action..
Use analytical thinking to collect and organize information to spot patterns and solve problems.
Highlight unique qualities and get customers’ attention in creative ways.
Communicate insights effectively to an audience.

In an e-commerce role, you may be asked to monitor website analytics, optimize paid advertising campaigns using SEO, and manage an online marketing presence.

These tasks typically apply to which roles?

Product manager-level roles
Associate-level roles
Strategist-level roles
Account manager-level roles

As a new associate, you may be asked to follow SEO best practices, draft social media copy and obtain approvals, and monitor activities of returning customers.

Who typically fills this role?

Social media strategist
E-commerce product manager
Search Engine Marketing (SEM) specialist
Digital marketing coordinator

Digital marketing helps businesses create brand recognition in new and global markets. What does this mean? Select all that apply.

It’s a traditional form of marketing
It relies on local platforms like newspapers, and radio stations
It makes products and services accessible to a variety of people
It drives sales

Digital channels like email and social media allow businesses to personalize their communication.

What advantage of digital marketing does this refer to?

It reaches less people.
It is cost-effective.
You can build relationships with customers through direct communication.
It delivers faster results.

Which one of the following describes marketing roles?

Marketing coordinators’ tasks at a company are often disconnected and unrelated.
Specializing in a marketing field that aligns with your strengths is not recommended.
You are typically responsible for a wider range of marketing tasks in a large business than a small business.
A digital marketing coordinator and e-commerce analyst often share similar skills.

As a digital marketer or e-commerce analyst, you often collect and organize information to identify patterns, uncover trends, and solve problems.

Which skill does this refer to?

Writing
Analytical thinking
Storytelling
Curiosity

Fill in the blank: A(n)_____ role is when you work for a single company to market and sell their products.

agency
internship
staffing firm
in-house

With digital marketing you can reduce expenses by being very specific about serving ads to the right audiences at the right moments. Which advantage of digital marketing does this represent?

You can reach more people
You can build relationships with customers
Delivers faster results
It is more cost-effective

As a digital marketer or e-commerce analyst, which of the following best describes analytical thinking in your role?

Communicate insights effectively to engage an audience.
Highlight unique qualities and get customers’ attention in creative ways.
Create visual narratives for marketing campaigns.
Collect and organize information to identify patterns, uncover trends, and solve problems.

What are typical job responsibilities for an e-commerce analyst? Select all that apply.

Execute and monitor loyalty programs
Use SEO to maximize traffic to the website
Develop relationships with clients
Analyze data from the website or mobile app

Digital marketers and e-commerce analysts are often curious. What does curiosity enable them to do?

Highlight unique qualities and get customers’ attention in creative ways.
Communicate insights effectively to an audience.
Use analytical thinking to collect and organize information to spot patterns and solve problems.
Seek out answers about people—what they want, how they think, and what motivates them to take action.

What do effective digital marketing or e-commerce candidates often have? Select all that apply.

A broad knowledge of fundamentals
A narrow knowledge of fundamentals
A deep understanding of all industries
A deep understanding of one or two specific areas

Why would someone choose an agency role instead of an in-house role?

To work on different projects across multiple industries
To work in a predictable environment
To work with one industry only
To work with one company and its products

As a new associate, you may be asked to check that customer interactions align with business objectives, and ensure that email ads generate the desired results on a website.

Who typically fills this role?

E-commerce analyst
Search Engine Marketing (SEM) specialist
E-commerce product manager
Social media strategist

Week 2 – The customer journey and the marketing funnel

How can a digital marketing strategy get customers to come back for an additional purchase?

By creating a print advertising campaign
By establishing a strong sales plan
By offering a first-time customer discount
By building customer trust

Why is it important to measure outcomes at each stage of the marketing funnel?

It helps you find out what you’re doing right and wrong, and where you can improve.

It makes your ads more desirable.
It shows you which customers will spend more money.
It reduces your budget and allows you to spend money on internal needs.

Imagine that a bakery establishes an online presence and posts ads on various social media sites, but their ads are not attracting new customers. How can digital marketing help the bakery thrive online?

By increasing sales for the bakery
By expanding the marketing budget for the bakery
By helping the bakery reach potential customers
By intercepting spam to the bakery’s email inbox

Fill in the blank: A successful digital marketing strategy helps to build _____.

customer confidence in a competitor’s products
more sales among one-time customers
sales of a brand’s worst-performing products
customer trust in a company’s brand

Consider the following scenario:

There are two marketing managers. One manager has their team focus on figuring out how to sell more products. The other manager has their team focus on helping customers address pain points and achieve their goals. The first manager’s approach is about the company’s goals.

What is the second manager’s approach about?

The company’s sales goals
The brand’s marketing awareness
The customer journey
The company’s philosophy

What tool helps digital marketers better understand how customers find a company and learn about a company?

A guide to average customer spending habits
A customer journey map
A record of customer internet searches
A plan of customer benefits

What is a marketing funnel?

An advertising strategy aimed at narrowing people’s experience with the company’s product
A reverse examination of people who leave the brand after a poor experience in their customer journey
A step-by-step experience through which people go from first clicking on a brand’s website to exploring its different features
A visual representation of the process through which people go from first learning about a brand to becoming loyal customers

How does a marketing funnel differ from a customer journey map?

A marketing funnel is about what a company can do to reach more customers in the preliminary stage. A customer journey map is about how potential customers decide not to continue their purchasing journey.
A marketing funnel is about what a company can do to move lots of customers from one stage to the next. A customer journey map is about how specific customers reach different points in their purchasing journey.
A marketing funnel is about what a company can do to discourage certain customers from moving from one stage to the next. A customer journey map is about how customers feel during each step of their product journey.
A marketing funnel is about what a company can do to reach a specialized customer base as they graduate from one stage to the next. A customer journey map is about how customers generalize their experience with the company.

Fill in the blank: During the _____ stage of the marketing funnel, some potential customers will become leads.

conversion
consideration
awareness
loyalty

Fill in the blank: It is important to _____ outcomes at each stage of the funnel because it allows a company to find out what they are doing right, what they are doing wrong, and where they could improve.

outline
communicate
measure
highlight

Which are conversion tactics? Select all that apply.

A smooth checkout process
Rewards programs
Follow-up emails
A clear returns policy
Product-focused ads

Why is it important to measure conversion in the marketing funnel?

Because this metric allows companies to boost sales and save money
Because it provides valuable insights into how customers interact with a company’s brand
Because it raises customer awareness and attracts new customers
Because this measurement reveals the level of engagement customers have with a company’s rewards program

Shuffle Q/A

Why does digital marketing focus on reaching potential customers? Select two answers.

Because it enables better sales forecasts
Because it helps increase the frequency of positive reviews
Because it lets target audiences know that a company exists
Because it helps set a company apart from its competitors

Why is it important to learn about your audience?

It enables you to create a print ad campaign.
It enables you to create a quick sales plan.
It enables you to offer a first-time customer discount.
It enables you to create tailored content for social media and set meaningful goals.

Successful businesses help customers achieve their goals instead of focusing on sales.

What does this approach focus on?

The company’s sales goals
The customer journey
The company’s philosophy
The brand’s marketing awareness

What is the marketing funnel also known as?

Sales funnel or conversion cylinder
Sales tube
Sales funnel or conversion funnel
Marketing tube

The marketing funnel and customer journey map are similar, but they are not the same. What is the difference between the two?

A customer journey map is valid for one year and a marketing funnel is valid for two years.
A customer journey map adopts the customer’s perspective, and a funnel considers the business’s position.
A marketing funnel considers the customer’s perspective, and a customer journey map considers the business.
A marketing funnel focuses on sales and the customer journey map builds relationships with customers.

Which outcomes take place at the top of the marketing funnel? Select two answers.

Awareness
Customer conversion
Brand loyalty
Customer engagement

Maya is shopping on a company’s website. Maya spends twenty minutes trying to change the item amounts she would like to purchase. Why is it important for the company to measure how long Maya spends on a page?

The desired outcome is for customers to explore as much of a company’s website as possible, so if a customer never stays on a page for very long, it might mean that the company needs to adjust the user experience to keep them there longer.
The goal is for customers to find what they need quickly, so if a customer spends a long time completing a task, it might mean that the company needs to reevaluate the layout or functionality of website buttons.
The objective is to get customers to spend as much time as possible on a company website, which might mean that longer time spent on a page will increase the chances that they will make more purchases.
The end result is to get the customer to purchase the product, so if a customer is on a page for a longer duration of time, it might mean that the company needs to focus more time and money on marketing that particular product.

Fill in the blank: Companies should provide clear and useful content and experiences, so leads can easily find answers and take action, making _____ more likely.

awareness
conversion
consideration
loyalty

What do loyalty metrics, such as the number of orders per customer, allow businesses to do?

Determine strategies to keep customers, boost sales, and save money
Send coupons for purchased items
Target friends and family
Get referrals from customers and increase prices

What crucial information does digital marketing help a business communicate?

That the audience hasn’t bought anything yet
That it’s the cheapest option and why the customer should buy it
That its competitor is a better option
That it exists, how it can help, and what makes it different from the competition

What does a successful digital marketing strategy build?

More sales among one-time customers
Trust in a brand
Low-performing products
Confidence in a competitor’s products

When customers learn about a product, they might research it, decide to buy it, and later tell other people about it.

What is this process called?

The awareness tactic
The company pain points
The strategic marketing plan
The customer journey

Why is a marketing funnel wide at the top and narrow at the bottom?

A company allows everyone to access their site at the top of the funnel, but only wants a small, select audience to reach the bottom to become repeat customers.
A company needs a wide range of advertisements at the top of the funnel, but only a select few will reach potential customers at the bottom.
A marketing strategy requires many different investors at the top of the funnel, but only the most generous will continue on with the company and reach the bottom.
Many potential customers will enter the top of the funnel, but only some of them will reach the bottom to become loyal customers.

When potential customers first learn about a brand, they enter the top of the marketing funnel. What is this stage called?

Awareness
Consideration
Communication
Conversion

What awareness tactic helps businesses reach new customers?

Remove negative customer reviews
Spend less time on SEO
Offer free samples and trial memberships
Build promotional partnerships with other brands or influencers

Why do marketers track impressions, reach, and frequency at the top of the marketing funnel?

It determines a company’s overall success.
It lowers the cost of a campaign.
It speeds up the customer journey.
It shows them how effective their ads are.

How can digital marketers create a positive post-purchase experience and encourage customer loyalty?

Provide accurate product descriptions
Send them coupons for an item they recently purchased
Ask for a referral
Invite them to join a rewards program

Why is it important to measure both the number of conversions in the marketing funnel, and metrics such as the time to conversion and average number of touchpoints to conversion?

Because it raises customer awareness and attracts new customers
Because this metric allows companies to boost sales and save money
Because it provides valuable insights into how customers interact with a brand
Because this measurement reveals the level of engagement customers have with a company’s rewards program

Fill in the blank: Digital marketing helps online companies stand out from the competition by _____.

identifying new vendors
reaching potential customers
increasing stakeholder engagement
emailing former employees

Fill in the blank: Digital marketing allows you to create _____ for your social media accounts that reach the right audience.

loyalty
short-term goals
sales targets
tailored content

Why are customer journey maps important for digital marketers? Select two answers.

They help marketers understand how and why customers interact with a business.
They help marketers reduce advertising costs.
They help marketers create better, more user-friendly experiences.
They help marketers drive sales.

What is a visual representation of the process through which people go from first learning about a brand to becoming loyal customers?

A loyalty funnel
A customer journey funnel
A marketing funnel
A customer experience funnel

What are the four stages of a simple marketing funnel?

Consideration, conversion, loyalty, satisfaction
Awareness, conversion, loyalty, close
Loyalty, consideration, awareness, sale
Awareness, consideration, conversion, loyalty

What tactic can businesses use to increase their awareness and reach potential customers?

Improve search engine optimization rankings and results by optimizing website content around specific search terms
Showcase positive customer feedback and reviews
Offer free samples, tools, or trial memberships that let potential customers test out services before committing
Create ads based on products and pages potential customers previously visited

To set themselves apart at the conversion stage, businesses should provide useful content and experiences. Which of the following tactics will help? Select all that apply.

Rewards programs
Product-focused ads
Follow-up emails
A clear returns policy
A smooth checkout process

Consider the following scenario:

A customer makes an online purchase. First, they discover the product. Then, they find answers to their questions, decide to make the purchase, and recommend the product to others.

What is the path called that the customer takes from finding the product to recommending it?

The strategic marketing plan
The company pain points
The awareness tactic
The customer journey

Fill in the blank: Digital marketers use each interaction a customer has with a brand to create a _____, which helps them understand how and why customers interact with the brand.

product marketing summary
customer impact collage
product impact graph
customer journey map

Fill in the blank: The top of the funnel is the _____ stage, which is when a potential customer encounters a brand for the first time.

conversion
awareness
consideration
communication

One way to measure success at the consideration stage is with customer engagement. Which of the following is a good measurement of engagement?

Rewards program usage
Email or newsletter signups
Return customers
The number of sales

What is the goal of the conversion stage?

To make customers aware of the brand
To turn potential customers into buyers
To get a positive review
To get customers to sign up for an email

Consider the following scenario:

Arjun is shopping online at a few different retailers. He has added items to his cart at each store. Instead of completing any of these purchases, he steps away from his computer, leaving his cart full of products.

Why is it important for online companies to measure these instances of cart abandonment?

Losing conversions count against the company, resulting in loss of trust among potential customers.
Finding out where customers drop off in the checkout process can help a company improve procedures and increase conversions.
Failing to address issues of cart abandonment will cause loyal customers to shop at other online companies.
Identifying cart abandonment metrics is the truest measure of a company’s ability to succeed online.

Consider the following scenario about digital marketing:

A pet store creates an online presence. The owner posts video ads on social media of products and discounts. The ads don’t attract new customers.

How can digital marketing help the pet store succeed?

By reaching potential customers and engaging with them effectively
By increasing the budget
By creating content aimed at other pet stores
By creating email templates and sending them internally

A retail business wants to focus its efforts on digital marketing. Why should they carefully consider the customer journey?

Because the journey can establish a customer purchase baseline to keep product inventory up-to-date
Because once the journey creates customer trust in the brand, it can never be lost
Because the journey can be marketed and sold to increase company revenue
Because understanding and improving the journey can transform a potential customer into a loyal customer

What is a customer journey map?

A visualization of a typical business’s yearly marketing budget
A visualization of a typical customer’s touch points along their purchase journey
The process of posting customer reviews and online ads
The process a business follows to get new customers

A marketer wants to create a visual representation of the sales process, from a customer first learning about a brand to becoming a loyal customer.

What should they create?

A marketing funnel
A slideshow
Touchpoints presentation
A customer journey map

In the awareness stage, why is it important to measure impressions, reach, and frequency?

Digital marketers will need to reevaluate their advertising budget if these three metrics are not improving.
Digital marketers will need to grow their department if all three measurements are positive.
Digital marketers can find out how big an impact their ads are having and decide if they need to reevaluate their ad strategy.
The measurements from these three data points will determine a company’s overall success.

Why should marketers measure cart abandonment?

Losing conversions count against the company, resulting in loss of trust among potential customers.
Identifying cart abandonment metrics is the truest measure of a company’s ability to succeed online.
Failing to address issues of cart abandonment will cause loyal customers to shop at other online companies.
Finding out where customers drop off in the checkout process can help a company improve procedures and increase conversions.

What metric helps companies better manage customer relationships and provides insight into how well the entire marketing funnel serves customers?

Conversion
Consideration
Loyalty
Awareness

Week 3 – Digital marketing and e-commerce strategy

Which of the following refers to marketing and brand identity?

Marketing efforts change, and brand identity is permanent
A brand is the foundation of a successful digital marketing strategy, but digital marketing can also affect public perception of your brand
You can have one without the other
Marketing efforts are permanent; brand identity changes

A business wants to send emails to its customers on their birthdays. They plan to offer a 50% discount on any item. What is this an example of?

Branding
Segmentation
Personalization
Spamming

Which of the following best describes brand equity?

How a company communicates its values and culture
The value customers attribute to a brand’s offerings when compared with similar products from another brand
How a company is perceived by the public
The number of customers that purchase a brand’s primary asset, like a product or service

Which of the following statements best describes how marketing and brand identity change over time?

Marketing efforts are permanent; brand identity changes.
Marketing efforts and brand identity are both permanent.
Marketing efforts change; brand identity is permanent.
Marketing efforts and brand identity are both likely to change.

Fill in the blank: When setting a digital marketing strategy, it’s important to _____ and set meaningful goals before picking your channels.

run digital ad campaigns
plan ad campaigns
Research your audience
create digital marketing content

Imagine that a fashion company wants to reach new customers. They write the following goal:

“We want to grow our customer base by 10% in the next 12 months. To do that, we will introduce a new clothing line based on market research about the preferences of our new target customer.”

What type of goal is this?

Revenue goal
Customer goal
Business goal
Marketing goal

A company that makes a software product wants to grow their customer base. Which of the following is a specific marketing goal for this company?

To make sure that we grow our customer base, we will increase lead generation and highlight our new product features by increasing our ad budget by 25%. We will also increase our budget for mid-funnel activities.
To support the goal of growing our customer base by 25%, we will increase lead generation by 40% over the next year. To generate leads, we will highlight our new product features through a 15% increase in our ad budget and a 20% increase for mid-funnel activities.
To support the goal of growing our customer base, we will increase lead generation in the coming months. To generate leads, we will highlight our new product features by increasing our ad budget and increasing our mid-funnel activities.
To grow our customer base, we will increase lead generation, highlight our new product features, and increase our budget for mid-funnel activities. This will require an overall budget increase of 25% for marketing-related activities.

Which of the following are examples of owned media? Select all that apply.

Paid social media ads
Whitepapers
eBooks
Video ads

What are the disadvantages of paid search? Select two.

Paid search does not work well with organic search.
Paid search can have higher entry costs to start.
Paid search results disappear when a business stops paying for them.
Paid search results take a long time to create an impact.

As part of a marketing project, a company reviews its social media performance including likes, shares, and follows. The marketing team communicates these results to leadership. Which one of the five pillars of social media marketing does this represent?

Planning and publishing
Listening and engagement
Strategy
Analytics and reporting
Paid social media

Which of the following best describes email marketing?

Sending emails to many recipients regardless of their interests
Sending emails with claims that are too good to be true
Sending unwanted emails out in bulk to a mass recipient list
Sending emails to a list of existing subscribers with relevant, helpful content

Imagine that a business tailors its email marketing content to deliver an individualized experience for subscribers. What is this process called?

Brand building
Social listening
Segmentation
Personalization

To support an email marketing strategy, a business decides to personalize the email content they share with their list of subscribers. Which of the following strategies should they use? Select all that apply.

Serve ads to highly specific customer groups
Send messages that match where customers are in the marketing funnel
Send promotions for special events
Follow up on previous interactions
Address each recipient directly

Shuffle Q/A

What does it mean when a brand has positive equity?

It means consumers want to pay less for their products or services.
It means consumers prefer to use their competitors’ products or services.
It means believe they provide great value and amazing products.
It means consumers feel good about the brand and might pay more for it.

An independent food truck vendor wants to grow its customer base. Which of the following is a specific business goal for this company?

We want to increase our total number of customers this year. To do that, we will introduce more menu items and make it easier for customers to pay for their orders.
We want to increase our number of customers by 50% over the next 12 months. To do that, we will add two popular specials as standard menu items and introduce an efficient mobile payment kiosk.
We want to increase the number of customers that we serve each year to increase our year-over-year revenue. To do that, we will sell more meals and make it easier for customers to pay.
We want to increase the number of meals we sell.

A marketer is considering the pros and cons of paid search. Which of the following is an advantage of paid search ads?

They don’t disappear when you stop paying for them.
It produces results slowly.
It produces results quickly.
It lasts longer than SEO.

Why is social media marketing important?

It drives engagement and promotes a brand on social media channels.
It is more valuable than a digital marketing strategy when connecting with customers.
It sends automatic emails to potential customers about a brand.
It plans and publishes valuable content for a brand.

What helps brands avoid coming across as spammers? Select all that apply.

Email personalization
Bulk emails
Paid ads
Email segmentation

Imagine that a business divides their email subscriber list into smaller groups based on specific criteria. What is this process called?

Brand building
Personalization
Segmentation
Social listening

Which of the following best describes a brand?

How a company communicates its values and culture
How a company markets its primary asset, like a product or service
How much customers are willing to pay for a company’s products
How a company is perceived by the public

How can a marketer use what they learn in the initial planning stage to establish a strong digital marketing strategy? Select all that apply.

Analyze marketing campaign analytics and reporting
Review existing media to identify gaps
Decide how to allocate the budget
Figure out which channels to focus on and what content to run

Which of the following statements refer to marketing goals?

They are specific objectives in a plan or strategy aren’t connected to a business’s goals.
They include things like increasing profits and raising productivity.
They are specific objectives in a plan or strategy that should support a business’s larger aims.
They are typically big, long-term, and have the potential to affect an entire company.

Digital channels fit into three main categories. What are these categories?

Direct, owned, and earned media
Paid, owned, and free media
Paid, owned, and earned media
Banner, owned, and social media

A business owner grows their email lists by linking ads to email sign-up forms. They contact customers directly and inform them about special promotions.

Which one of the five pillars of social media marketing does this represent?

Listening
Strategy
Publishing
Reporting
Paid social media

What can businesses do to personalize their emails to customers? Select all that apply.

Follow up on previous interactions
Send promotions for special events like birthdays and holidays
Run a different email for every single subscriber
Avoid asking customers for their opinion

A business wants to follow up on a customer’s recent interactions. Which of the following could they include in an email?

Share information about the business’s history
Urge them to order soon
Ask a customer to share their opinion on their recent purchases
Offer them a discount for a product they didn’t order

What term describes the way a company is perceived by the public?

Company worth
Brand
Brand equity
Financial worth

Imagine that a company invests in its marketing strategy but does not have a strong brand identity. What is the likely result?

Customers will prefer the company to its competitors.
Customers will remain loyal to the company.
Customers will not seek out a company’s competitors.
Customers will not remember who the company is.

What does Media Mix refer to?

The combination of digital channels used to reach your goals and how you divide your budget among them.
The stages of the marketing funnel and the goals you set for the duration of the campaign.
The budget you have allocated to a marketing campaign and the goals you set for the duration of the campaign.
The combination of internal and external marketing efforts and how you divide your budget among them.

Fill in the blank: Your business goals and your marketing goals need to be specific and _____.

simple
long term
expensive
measurable

Which of the following are examples of paid media? Select all that apply.

Blog content
Shopping ads
Website content
Video ads

How does paid search compare to search engine optimization (SEO)?

Paid search produces results more slowly.
Paid search produces results that last longer.
Paid search produces results that decrease website traffic.
Paid search produces results more quickly.

A social media manager decides when to post content and how often. They would like to regularly engage followers without posting too much.

Which one of the five pillars of social media marketing does this represent?

Plan of action
Paid social media
Analytics and reporting
Planning and publishing
Listening to the audience

A brand wants to build and maintain relationships with new and existing customers. To do that, they send emails with relevant, helpful content to a list of existing subscribers. What is this strategy called?

Paid search
Email marketing
Keyword research
Social media marketing

Which of the following best describes brand equity?

How a company is thought of by the public
The number of customers that purchase a brand’s primary asset, like a product or service
The value customers give to a brand’s offerings when compared with similar products from another brand
How a company communicates its values and culture

Why is it important to know about brands and their values?

It guides marketing and sales efforts.
It improves your products.
It promotes your services.
It reduces costs.

Which of the following refers to a digital marketing strategy?

Goals are not important.
It starts with planning ad campaigns or social media outreach.
It is usually a broad collaborative effort.
It is usually done by one person.

What is a small, targeted objective that is specific to promotional activities?

Marketing goal
Business goal
Customer goal
Revenue goal

What can brands do to deliver an experience that feels specific to each individual?

Address each recipient directly
Match where the customers are in the marketing funnel
Don’t follow up with potential customers
Avoid sending birthday promotions

Fill in the blank: When brands _____ their lists, it makes it easier to build relationships with customers.

spam
spend less on
ignore
segment

Which of the following statements best describe how a company’s brand and marketing work together? Select all that apply.

A company’s marketing strategy can help a business build its brand.
A company’s marketing strategy defines its brand identity.
A company’s brand identity changes with its marketing strategy.
A company’s brand is the foundation for its marketing strategy.

Fill in the blank: When setting a digital marketing strategy, it’s important to learn about your customers and _____ before picking your channels

set meaningful goals
manage customer relationships
allocate a budget
create marketing content

What is a marketing goal?

A set of objectives that remain consistent in the long term
A big, long-term aim that has the potential to affect an entire company
A small, targeted objective that is specific to marketing activities
A tactic that results in increased productivity for a business

A company that makes a software product wants to grow their customer base. Which of the following is a specific business goal for this company?

We want to increase the number of customers that purchase our software, and we want to create year-over-year growth for our product in new markets.
We want to increase our number of active customers by 25% over the next year. To do that, we will add three new features that make it easier for customers to access files on the cloud.
We want to increase our company profits.
We want to increase year-over-year revenue by selling more units of our software product to more customers in new market segments.

What is paid media?

Positive digital exposure generated through personal or public recommendations.
Any form of digital promotion a brand pays to put online
Website content, blogs, and eBooks
All the digital content a brand fully controls

Which of the following best describes how organic exposure from search engine optimization (SEO) compares to paid search?

Organic exposure from SEO produces results more quickly than paid search.
Organic exposure from SEO lasts for less time than paid search.
Organic exposure from SEO lasts longer than paid search.
Organic exposure from SEO promotes a website at the top of a search results page like paid search does.

What is the difference between email segmentation and personalization?

Segmentation is sending emails to subscribers to share information about a brand; personalization is sending unwanted emails in bulk to a mass recipient list.
Segmentation is dividing email subscriber groups based on criteria; personalization is customizing email content for individual subscribers.
Personalization is sending emails to subscribers to share information about a brand; segmentation is sending unwanted emails in bulk to a mass recipient list.
Personalization is dividing email subscriber groups based on criteria; segmentation is customizing email content for individual subscribers.

A brand decides to use email marketing as part of its digital marketing strategy. What will email marketing help this business do? Select all that apply.

Create community
Drive sales
Analyze performance
Share information

Week 4 – Measure performance success

Which of the following are characteristics of attribution? Select all that apply.

Provides detailed information about what customers are thinking about before a purchase
Determines touchpoints and keywords customers interact with before taking action
Influences consumer decisions by creating touchpoints designed to increase sales
Attributes success to specific marketing and sales efforts

Which of the following are examples of data? Select all that apply.

A list of sales that resulted from a touchpoint
Year-end sales revenue
A recommendation for images to use in social media posts
A company’s total number of social media followers

Imagine that a company wants to successfully launch a new product. Which of the following would provide useful information about customer behaviors that could help the company plan and refine an effective sales strategy?

Performance marketing
Brand marketing
Data storytelling
Narrative context

An entry-level digital marketer is working with data. They collect the data they need from an analytics tool and put it into a spreadsheet to make it easy to access and work with. Which way of working with data does this describe?

Data analyzing
Data reporting
Data modeling
Data pulling

What can performance marketing help a business do? Select all that apply.

Support brand recognition
Enhance brand credibility
Determine if specific marketing goals have been achieved
Refine marketing and sales strategies

How does attribution help businesses learn which touchpoints are most effective at getting customers to take action?

Attribution establishes strong relationships with customers.
Attribution measures how successful a business is in its effort to reach a marketing goal.
Attribution determines which touchpoints are responsible for generating the leads, conversions, or sign-ups.
Attribution uses touchpoints to convince customers to take action right before purchase.

Which of the following attribution models assigns equal credit to each touchpoint along the customer journey?

Click attribution
First-click attribution
Data-driven attribution
Linear attribution

How does a digital marketer use data storytelling?

To present stakeholders with a new marketing strategy
To introduce stakeholders to a new line of products designed to increase sales
To explain data, engage an audience, and inform stakeholders on how to take action
To provide stakeholders with year-end sales revenue

When crafting a narrative, digital marketers include compelling information about the data. They address what data insights mean, why they matter, and what can be done about them for stakeholders. What is the likely impact on stakeholders? Select all that apply.

Stakeholders are unsure what action steps can be taken.
Stakeholders remain engaged in the narrative.
Stakeholders understand what actions can be taken from the data presented.
Stakeholders make connections between the data presented and the visualizations that represent the data.

Imagine a digital marketer is preparing a data story to share with stakeholders. The story has three components: what its insights mean, why they matter to the audience, and what the audience can do about them.

What aspect of data storytelling does this describe?

Narrative context
Key performance indicators
Visualizations
Brand marketing

In data storytelling, how do visualizations help an audience understand what is happening in the narrative?

Visualizations clarify trends and express relationships between data points.
Visualizations describe why specific insights should matter to an audience.
Visualizations detail the story of data.
Visualizations detail what actions an audience can take regarding insights.

Shuffle Q/A

Fill in the blank: Information about a company’s total number of social media followers is an example of _____.

marketing touchpoints
Key performance indicators (KPIs)
data
visualization

Which of the following refers to performance marketing? Select all that apply.

It includes performance metrics like number of impressions or cost per click on paid ads
There are very few ways to measure performance
It focuses on measurable results like clicks and conversions
Customer behavior is not important

What is customer lifetime value?

How much revenue is gained versus how much was spent
A business’s total number of customers
The process a customer follows to purchase
The average revenue generated by customers over a certain period

Fill in the blank: In order to optimize a strategy, you need to know which _____ are influencing customer decisions the most.

posts
promotions
touchpoints
rules

Fill in the blank: The _____ of a data story should engage your audience by explaining what you learned, and how you can use that information to take action.

length
one component
three main components
speed

Fill in the blank: Appealing to your audience with a strong _____ can draw attention to your insights and encourage others to take action.

case study
call to action
narrative
graph

Which of the following are examples of data visualizations? Select all that apply.

Illustrations
Data points
Graphs and charts
Infographics

What aspect of marketing provides information and useful insight about customer behaviors and interactions that can help answer questions in a concrete way?

Marketing strategies
Marketing data
Marketing impressions
Marketing touchpoints

A marketer for a company organizes and summarizes data to track performance across marketing and sales efforts. What is this process called?

Data pulling
Data reporting
Data storage
ROAS

What refers to the average revenue generated by customers over a certain period of time?

Linear attribution
Budget attribution
Customer lifetime value
Return on ad spend (ROAS)

What do some of the best data stories allow?

Complex concepts
One perspective
Multiple interpretations
A space for discussion

What are data visualizations?

Data points
Pictures from a campaign
A narrative that conveys the insights effectively
A graphic representation of data that conveys information

What is data pulling?

The process of examining data in order to draw conclusions, make predictions, and drive informed decision-making.
The process of collecting data from analytics tools and putting it into a spreadsheet or database, making it easy to access and work with.
A measurement used to gauge how successful a business is in its effort to reach a business or marketing goal.
Organizing and summarizing data to track performance across marketing and sales efforts.

A software company spends $100 on an ad. They make $150 as a result of that ad. The revenue they gained is 150%. What is this performance metric called?

Targets
Clicks
Customer lifetime value
ROAS (return on ad spend)

Fill in the blank: The process of determining which content and channels are responsible for generating leads, conversions, or sign-ups is called _____.

KPI
data analytics
data reporting
attribution

Fill in the blank: _____ measures customer engagement with marketing content across channels to understand what is motivating customers to take action.

Data-driven attribution
Linear attribution
Data attribution
First-click attribution

Consider the following scenario:

A digital marketing team is analyzing recent sales data. They notice that customers are frequently engaging with a specific ad, but sales are low. They want to convince stakeholders to use a data-driven attribution model to understand why customers are not taking action.

What might the digital marketing team do to convince their stakeholders?

Continue to monitor data, then provide stakeholders with year-end sales revenue
Present stakeholders with a new marketing strategy
Present stakeholders with a new line of products designed to increase sales
Use data storytelling to share insights with stakeholders

A marketer is creating a data story and picks their data points and insights. What is the next step in creating a data story?

Select which numbers to highlight
Understand which questions to answer
Create data visualizations
Build a narrative that conveys the insights effectively

In data storytelling, how do visualizations help an audience understand what is happening in the narrative? Select all that apply.

Visualizations focus the audience’s attention to the data presented by the narrative
Visualizations clarify trends and express relationships between data points
Visualizations add extra detail and complexity to the story of data
Visualizations detail what actions an audience can take regarding insights

What is performance marketing?

Calculating how much revenue is gained versus how much was spent on potential customers.
Using digital marketing and sales tactics, campaigns, and strategies to affect customer behavior.
Using concrete information about customer behaviors to plan and refine marketing and sales strategies.
Calculating the average revenue generated by customers over a certain period of time.

What refers to how much revenue is gained versus how much was spent?

Budget touchpoints
Customer lifetime value
Return on ad spend (ROAS)
Linear budgeting

What does attribution help businesses do?

Help businesses create better products for current, new, and potential customers
Identify the last touchpoint in a customer journey to save time, money, and effort
Increase the number of leads at the start, middle, and end of the campaign
Make informed decisions about where to invest time, budget, and resources

Fill in the blank: The average customer encounters _____ on their purchase journey, and the path isn’t always straightforward.

six touchpoints
no distractions
few options
one touchpoint

What do marketers use to convey insights to an audience through a clear and compelling narrative?

Data storytelling
Costumes and lighting
Social media graphics
Graphs

What will help you decide which data points to use in your data story?

Understanding the questions you want to answer
Creating a narrative first
Creating a complex goal
Knowing the number of people who will see your data story

What do businesses use marketing data for?

To run campaigns on different platforms
To measure how successful a business is in its effort to reach a business or marketing goal
To provide a clear picture of the raw numbers
To answer questions clearly by drawing on real customer behaviors and interactions

Fill in the blank: The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies is called _____.

narrative context
data storytelling
brand marketing
performance marketing

Which of the following are examples of attribution models? Select all that apply.

First-click attribution
Linear attribution
Data-driven attribution
Channel attribution

Data, a compelling narrative, and clear visualizations work together to engage audiences by explaining insights. What does this refer to?

ROAS
Data visualizations
The three main components of a data story
A social media campaign

What are the three characteristics of a well-structured narrative? Select all that apply.

Intense
Engaging
Memorable
Persuasive

A marketer creates charts and infographics as part of their data story. What is this component called?

Data
Story design
Narrative
Data visualization

Course 2 – Attract and Engage Customers with Digital Marketing

Week 1 – Introduction to attract and engage customers with digital marketing

As a digital marketer, you update the product page checkout button color after a successful A/B test. This strategy falls under which marketing funnel stage?

- Loyalty
- Consideration
- Awareness

Conversion

A marketer plans to build interest in a new product. Which strategy will help them during the consideration stage?

- Ask customers to leave a positive review on social media
- Create a rewards program and email customers about it
- Offer a money-back guarantee or free trial

Host a webinar to educate customers and promote the product

Which component of a customer persona represents what is preventing the customer from achieving their goal?

Hobbies
Barriers
Skills
Characteristics

Which strategies can collect research for customer personas? Select all that apply.

Analyze web data
Send out surveys
Record previous personal experiences
Conduct customer interviews

Consider the following customer persona:

Someone that would like to shop at a health-conscious grocery store, but is concerned about having time to cook meals after work.

What component of the customer persona is missing?

Who
Goal
Cost
Barrier

Which of the following statements is true regarding a marketing funnel?

The marketing funnel is a framework that may be different depending on the business.
There is only one type of marketing funnel.
The marketing funnel helps decrease the conversion rate.
The marketing funnel considers the seller’s journey.

Which of the following best describes the loyalty stage of the marketing funnel?

The process to get a potential customer to take a desired action
The process to build a potential customer’s interest in your product or service
When customers become repeat customers and brand advocates
When a potential customer first becomes aware of the product or service

Which statements best describe strategies and tactics? Select two.

Tactics are actions taken to make the plan happen.
Tactics support the plan to achieve the marketing goal and tend to be more general ideas.
Strategies support the plan to achieve the marketing goal and tend to be more general ideas.
Strategies are actions taken to make the plan happen.

As a digital marketer, you place ads on social media platforms to reach potential customers who are not familiar with your brand. This strategy falls under which marketing funnel stage?

Consideration
Loyalty
Conversion
Awareness

As a digital marketer, you provide customers with a free branded t-shirt and magnet for a first-time purchase. This strategy falls under which marketing funnel stage?

Loyalty
Awareness
Conversion
Consideration

As a digital marketer, you work on elements of the product page and checkout process that speed up the pages’ load time. This strategy falls under which marketing funnel stage?

Conversion
Awareness
Consideration
Loyalty

As a digital marketer, you promote recent customer testimonials on social media, the company website, and email list. You use the testimonials to build interest in potential customers. This strategy falls under which marketing funnel stage?

Loyalty
Conversion
Consideration
Awareness

Shuffle Q/A

When you create a customer persona, you want to identify your customer’s barriers. What does this refer to?

The customer’s characteristics and demographics
What the customer wants to achieve
The pain points that prevent the customer from achieving their goal
Who your customer is and what they are interested in

Which of the following is true regarding customer personas? Select all that apply.

They are also called the buyer persona or marketing persona.
They generally do not require customer research.
You keep them readily available to reference when working on marketing materials.
You typically only complete one persona per business.

Consider the following customer persona:

A 38-year-old woman who exercises regularly and does not think that she has enough time to cook meals after work.

What component of the customer persona is missing?

Cost
Barrier
Goal
Demographics

What are the four stages of the marketing funnel?

Awareness, influence, conversion, loyalty
Awareness, consideration, conversion, competition
Awareness, consideration, conversion, sale
Awareness, consideration, conversion, loyalty

Which of the following best describes a customer who is in the loyalty stage?

They are learning about the product.
They are comparing prices and asking for recommendations.
They share how great the product is with family and friends.
They want to know more about the product.

Fill in the blank: Strategies support the plan to achieve the marketing goal and tend to be general ideas. _____ are actions taken to make the plan happen.

Methods
Tactics
Techniques
Schemes

As a digital marketer, you focus on search engine optimization and creating content to reach potential customers not familiar with your brand. This strategy falls under which marketing funnel stage?

Loyalty
Conversion
Consideration
Awareness

Which of the following strategies helps to turn customers into loyal brand followers?

Offer a money-back guarantee or free trial
Encourage customers to leave a positive review
Use search engine marketing to increase visibility
Change the color of the purchase button

Which of the following strategies motivates a potential customer to make a purchase in the conversion stage?

Recommend add-ons to the current product
Create a loyalty program and email customers about it
Ask customers to write a review and share a picture on social media
Send follow-up emails to remind customers about abandoned carts

A marketer plans to build interest in a new product. Which strategy will help them during the consideration stage?

Change the purchase button from “add to cart” to “buy now”
Share customer testimonials on the website and social media
Send follow-up emails about abandoned carts
Ask customers to leave a positive review

Fill in the blank: _____ are information specific to the customer such as age, gender identity, family size, occupation, and location.

Occupations
Demographics
Influences
Skills

You’re creating a customer persona and you collect the following information:

A 45-year-old man who regularly watches movies online and does not think he has a wide enough selection of movies to choose from.

What question should you ask to complete this customer persona?

What are the customer’s interests?
What is the customer’s goal?
What is the customer’s budget?
What are the customer’s skills?

Which of the following best describes the conversion stage of the marketing funnel?

When customers become repeat customers and brand advocates
The process to build a potential customer’s interest in your product or service
When a potential customer first becomes aware of the product or service
The process to get a potential customer to take a desired action

Fill in the blank: Search engine marketing increases a website’s visibility in a search engine through _____.

partnerships
photos, video, or text
paid advertisement
social media platforms

How does SEO help build awareness?

It allows businesses to share posts with followers.
It uses paid promotions to put businesses in front of their customers.
It increases a website’s visibility to customers who don’t know the brand.
It targets potential customers based on what videos they watch.

As a digital marketer, you implement a rewards program to incentivize customers to become repeat customers. This strategy falls under which marketing funnel stage?

Conversion
Consideration
Loyalty
Awareness

As a digital marketer, you pursue abandoned carts by sending follow up emails. This strategy falls under which marketing funnel stage?

Loyalty
Conversion
Consideration
Awareness

Which component of a customer persona represents what the customer wants to achieve?

Goals
Barriers
Skills
Characteristics

What is the first thing you should do when collecting information for your customer persona?

Identify customer pain points
Email customers asking them for information
Visit social media
Review customer data

You’re creating a customer persona and collect the following information:

A 45-year-old man who regularly watches movies online and would like a wider variety of movies to choose from.

What question should you ask to complete this customer persona?

What is the customer’s budget?
What is the customer’s goal?
What are the customer’s interests?
What prevents the customer from achieving their goal?

What is the correct order of the marketing funnel?

Awareness, consideration, loyalty, conversion
Awareness, consideration, conversion, loyalty
Consideration, conversion, loyalty, awareness
Consideration, awareness, conversion, loyalty

Fill in the blank: _____ support the plan to achieve the marketing goal and tend to be general ideas. Tactics are actions taken to make the plan happen.

Schemes
Techniques
Strategies
Methods

You want to include an influencer in your awareness strategy. Which strategy should you consider?

Use display ads on websites your potential customers are visiting.
Experiment with A/B tests and share it with your followers in video, photo, or text format.
Encourage customers to add lifestyle photos to their product reviews.
Pay someone to use your product and share their experience with their followers in video, photo, or text format.

Which of the following strategies helps to turn customers into loyal brand followers?

Change the product or service page copy
Pay an influencer to promote the business
Create a rewards program
Improve the checkout process

As a digital marketer, you create an automated email sequence for potential customers. The email sequence will go out to people who sign up through the website. The emails will provide more information about your products and a discount code for their first purchase. This strategy falls under which marketing funnel stage?

Conversion
Loyalty
Awareness
Consideration

Which component of a customer persona includes characteristics and demographics?

Who
Skills
Barriers
Goals

Consider the following customer persona:

Someone that wants to shop at a health-conscious grocery store, but does not think they have time to cook meals after work.

What component of the customer persona is missing?

- Demographic information
- Goal
- Barrier

Cost

How does the marketing funnel help your marketing strategy?

It points out gaps and helps you fix them.
It reduces your budget.
It increases brand awareness.
It automatically corrects any mistakes.

Which of the following best describes a customer who is in the conversion stage?

They don’t know anything about the product.
They are learning about the product.
They are aware that the product exists.
They are ready to begin the online checkout process.

Which of the following are considered strategies or tactics to build brand awareness? Select all that apply.

Display ads
Social media advertising
Free trials
Search engine optimization

Which of the following strategies motivates a potential customer to make a purchase in the conversion stage?

Send follow-up emails about the loyalty program
Advertise on social media
Change the purchase button from “add to cart” to “buy now”
Share a downloadable e-book with customers

Which of the following refers to the marketing funnel?

It shows how customers move from first learning about a business to purchasing something.
The consideration stage is at the top of the funnel.
It encourages businesses to focus on what drives sales at the bottom of the funnel.
Every business uses the same marketing funnel to show the customer journey.

Which of the following best describes a customer who is in the consideration stage?

They already know about the product, and they want to learn more.
They post positive reviews about the product online.
They share how great the product is with friends on social media.
They don’t know anything about the product.

As a digital marketer, you advertise with online influencers who have audiences that are not familiar with your brand. This strategy falls under which marketing funnel stage?

Awareness
Loyalty
Conversion
Consideration

Which of the following strategies motivates a potential customer to make a purchase in the conversion stage?

Add a chatbot to the website to answer questions
Share a downloadable e-book with customers
Comment and tag customers on social media
Rewrite the homepage of the website

What do demographics refer to?

Barriers that prevent the customer from achieving their goal
Goals a customer wants to achieve
Customer information such as age and occupation
Surveys sent to customers

Week 2 – Understand search engine optimization (SEO)

One of the pre-SEO factors to consider is “knowing your competitors well.” What does this include?

- Prioritize and consider what the searcher needs from their query instead of what is already in the search results
- Understand the people reading and experiencing your content

Create better content than your competition by studying what they’ve created

Set clear goals for the organization

Which of the following statements regarding keywords is true?

Tools may help you in the keyword research process.

Keyword research is done after creating content.
There is one preferred way to do keyword research.
Keyword stuffing provides a positive user experience and typically benefits a website’s ranking.

After finding the location of a new page or new page content, the Google search engine stores it in an online record. This represents which main process of a search engine?

Indexing
Serving
Arranging
Crawling

What automated software helps locate information to answer a user’s query?

Search finder
Discovery algorithm
Discovery finder
Search algorithm

To rank search listings, the Google algorithm tries to understand the words typed in a search bar. It also tries to understand the general intent behind the search. This represents which results key factor?

Meaning of the query

Usability of webpages
Relevancy of webpages
Quality of the content

Which search engine results pages (SERPs) feature displays a special box with information intended to help the searcher more easily discover what they are seeking?

Local results
Videos
Rich results
Featured snippet

As a marketer specializing in search engine optimization, you ensure that a website is well-organized and that it is easily crawled by search engines. This represents which SEO task?

Organizing a website’s structure
Technical website development
Content development
Keyword research

Which pre-SEO work includes understanding the intent of people who read and experience the website’s content?

Know the customers well
Brainstorm content for people first
Know your website or organization’s goals
Know your competitors well

Which of the following statements regarding keywords is true?

The keyword research process varies depending on the organization you work for.
Tools are a distraction to the keyword research process.
Keyword stuffing provides a positive user experience and typically benefits a website’s ranking.
Keyword research is done after creating content.

8.Which of the following is true regarding a website’s structure and navigation?

A website’s hierarchical structure should generally be flat.
Whenever possible, use http:// and not https:// when creating new webpages.
It is best to have several pages that are not internally linked.
A higher bounce rate typically leads to more conversions.

As a digital marketer optimizing a website, you add a row of internal links at the top or bottom of the page. These links allow visitors to quickly navigate back to a previous section or the homepage. What is the name for these links?

Subpage links
Breadcrumbs
Crawl page links
Subcategories

What code is used to better describe a webpage’s content to search engines?

Crawl data
Structured data
Meta description data
Breadcrumb data

Shuffle Q/A

One of the main processes of the Google search engine is serving. What does this refer to?

Websites and platforms use different algorithms to decide what to show users
The Google search algorithm sorts through billions of webpages to deliver the most relevant content for a user’s search
The Google search algorithm sorts through a few webpages to find the most popular content for the user’s search
The process of finding new and updated webpages

Which of the following does the algorithm consider when ranking a webpage for a search?

What’s on a website and information on other websites
How well-known a business is compared to competitors
How old the website is
How many ads a business posts

To rank search listings, the Google algorithm reviews the user experience of a webpage, such as the load speed and if it is mobile friendly. This represents which results key factor?

Usability of webpages
Relevancy of webpages
Context and settings
Meaning of the query

As a marketer specializing in search engine optimization, you resolve hosting issues, manage webpage redirects, and edit JavaScript. This represents which SEO task?

Technical website development
Keyword research
Organizing a website’s structure
Content development

One of the pre-SEO factors to consider is “brainstorming content for people first.” What does this include?

Create better content than your competition by studying what they’ve created and what is available in search results
Prioritize what the searcher needs from their query instead of what is in the search results
Understand the people who are reading and experiencing your content
Set clear goals for the organization

Which of the following statements regarding keywords is true?

There is one preferred way to do keyword research.
Keyword stuffing results in a negative user experience and can harm a website’s ranking.
Tools are a distraction to the keyword research process.
Keyword research is done after creating content.

Which of the following refers to good website structure and navigation? Select all that apply.

Every page should only be three, maybe four clicks from the homepage.
It is easy to use.
The hierarchy should be flat.
It has a high bounce rate.

Fill in the blank: Every website has a _____, also known as the root page.

shop page
contact page
home page
services page

One of the main processes of the Google search engine is crawling. What does this refer to?

Websites and platforms use different algorithms to decide what to show users
Google returns results that meet the user’s needs
The process of finding old webpages
The process of finding new and updated webpages

What best describes a search algorithm?

Semi-automated software that crawls the Internet for new data.
Automated software that helps locate information to answer a user’s query.
Automated software that requires users to discover information through categories.
Manual software that requires users to locate information in the search engine.

What do rich results display on search engine results pages (SERPs)?

Videos at the top, middle, or bottom of the search results
Additional product information showing search results, such as its review rating, price, and availability
A map and listings of local businesses
A special box that displays information about a search on the results page

Fill in the blank: Keyword _____ results in a negative user experience and can harm a website’s ranking.

tools
stuffing
research
selection

Which of the following are URL best practices? Select all that apply.

Update URLs to avoid broken links
Make URLs as long as possible
Create useful 404 pages
Make URLs easy to understand

What file provides information about the pages, videos, and other files on your site, and the relationship between them?

Structured data
Sitemap
Meta description
404-map

Which search engine results pages (SERPs) feature displays a map and has listings of nearby businesses?

Featured snippet
Video
Rich results
Local results

As a marketer specializing in search engine optimization, you create articles with text, photos, and videos that satisfy searcher intent. This represents which SEO task?

Technical website development
Keyword research
Organizing a website’s structure
Content development

What keyword practice does Google’s SEO quality guidelines recommend should be avoided?

Keyword stuffing
Keyword selection
Using keyword tools
Keyword research

Fill in the blank: Whenever possible, use _____ when creating new webpages.

http:// and not https:///
https:// and not http://
few recognizable words
a long URL

What provides search engines a summary of what a page is about?

URL
Keyword
Meta description
404 page

One of the main processes of the Google search engine is indexing. What does this refer to?

Google stores web content with its location (the URL for each webpage)
Websites and platforms use different algorithms to decide what to show users
The Google search engine delivers relevant content for a user’s query
Google stores web content with its number of visitors

The search algorithm considers the meaning of a user’s search when ranking websites. What does this refer to?

The algorithm considers how easy the content is for a user to view and understand—in other words, if it is user friendly
The algorithm determines what content is relevant to the search based on the user’s keywords
The algorithm needs to establish what the user wants to find—in other words, the intent behind the query
The algorithm determines if popular websites link to or refer to the content on the website

Content development is a task involved with search engine optimization. What does this task include?

Finding terms and phrases that potential customers are typing into search engines
Tasks that ensure a website is well-organized and that it is easily crawled by search engines
Tasks related to hosting, webpage redirects, error pages, or use of JavaScript
Creating content such as text, videos, and photos that address the user’s search intent

Which pre-SEO work requires creating webpage content for searchers’ needs and not just replicating content that is already successful in the SERPs?

Know your competitors well
Know your website or organization’s goals
Brainstorm content for people first
Know your customers well

Fill in the blank: Website structure and navigation should include a consistent and readable _____.

contact page
business address
URL structure
business name

Fill in the blank: Visitors should be able to tell where a link will take them when they click on the _____.

home page
social media icons
URL
menu bar

What page informs the user that the webpage they were trying to visit does not exist?

404 page
Bounce page
Sitemap page
Broken page

What is the purpose of the search algorithm?

To promote specific webpages over others
To gather customer information
To encourage more searches
To deliver the best results for a search

What do local results display on search engine results pages (SERPs)?

A map and listings of local businesses
Videos at the top, middle, or bottom of the search results
A special box that displays information about a search on the results page
Product information showing search results, such as its review rating, price, and availability

Technical website development is a task involved with search engine optimization. What does this task include?

Tasks that ensure a website is well-organized and that it is easily crawled by search engines
Creating content such as text, videos, and photos that address the user’s search intent
Tasks related to hosting, webpage redirects, error pages, or use of JavaScript
Finding terms and phrases that potential customers are typing into search engines

Fill in the blank: The Google search algorithm sorts through _____ to deliver the most relevant content for a given search.

recently created webpages
social media pages
a few webpages
billions of webpages

The search algorithm considers the quality of a website’s content. What does this refer to?

If prominent websites link or refer to the content

If a keyword matches the searcher’s query
How easy the content is to interact with
What the user wants to find on the website

What is an example of keyword stuffing?

Adding keywords to your home page
Using an appropriate amount of keywords that a webpage is trying to rank for
Knowing the search terms of your potential customers
Blocks of text that lists cities and states that a webpage is trying to rank for

Which of the following is true regarding a website’s structure and navigation?

A higher bounce rate typically leads to more conversions.
It is best to have several pages that are not internally linked.
Whenever possible, use http:// and not https:// when creating new webpages.
You should have a consistent and readable URL structure.

What are breadcrumbs on a website?

A row of internal links at the top or bottom of the page that allows visitors to quickly navigate to a previous section or the homepage
A row of internal links at the top or bottom of the page that allows visitors to navigate to different websites
Simple and descriptive URLs
A tool that makes it easy for visitors to understand what they’ll find when they visit that page

What is a webpage’s position in the search engine results pages (SERPs) called?

Bounce rate
Domain
Rank
Index

Week 3 – Apply search engine optimization (SEO)

How can a marketer optimize a company’s website to build customers’ trust?

- Link website content to as many external websites as possible to increase traffic
- Repurpose old content that visitors enjoy and are familiar with
- Identify what keywords visitors are searching for and implement keyword stuffing

Provide clear customer service information that helps visitors solve their problems

As a digital marketer, you are reviewing image content on your company’s website. You notice that several of the images are an original version with a large file size. Which of the following image best practices is this likely not following?

- Provide accessible colors

Optimize for speed

Use descriptive alt text
Include descriptive titles, captions, and filenames

Which of the following is a webpage title element recommendation?

- Title elements should be a few sentences long.
- Title elements should accurately describe the entire website.

Every page should have a unique title element.

Title elements should use the same keyword at least twice.

What recommendation will help a digital marketer write effective meta descriptions?

Every web page should have a unique meta description relevant to the page content

Meta descriptions should share different information than on the page content
Every second web page requires a meta description
Meta descriptions should typically be no longer than a few words or a phrase

Which of the following is true about the Overview page on Search Console?

- It focuses on SEO-related metrics such as impressions and clicks.

It shows a summary of a site’s health, including any security issues.

It focuses on the index status for all pages and why they were not indexed.
It helps users understand which web pages receive the most links.

As a digital marketer creating a webpage, you create content that visitors find engaging. The visitors then share and direct other visitors to the website. This represents which site optimization recommendation?

Make the website useful and interesting.
Make expertise and authoritativeness clear.
Provide an appropriate amount of content for your subject.
Act in a way that cultivates user trust.

Which of the following are recommended ways to promote your website and attract backlinks? Select all that apply.

Pay for backlinks on popular industry websites.
Share quality content on social media.
Publish blog posts about new content or new services you offer.
Connect with online communities related to your site, such as forums and social media groups.

Which of the following is true regarding images on a website?

The Google algorithm reviews the caption but not the filename.
A descriptive page title helps Google understand the photo’s context.
Keyword stuffing alt text is recommended.
The size of the image is irrelevant.

Which of the following is a webpage title element recommendation?

The title element should be brief, but descriptive.
Title elements should accurately describe the entire website.
Only a few pages should have a unique title element.
Title elements should use the same keyword at least twice.

Fill in the blank: The _____ provides the search engine a summary of what a webpage is about.

meta keyword
meta description
title description
meta title

Which of the following best describes structured data?

Enhanced elements in Google search with extra visual or interactive features.
A type of code used for rich results
A test to ensure there are no mistakes with the markup
Code used to better describe a webpage’s content to search engines

Which of the following is true regarding sitemaps?

It is particularly important to submit a sitemap if the website is under 100 pages.
It is a best practice to submit a sitemap to improve the crawling process.
Sitemaps are primarily submitted for visitor ease-of-use and not for search engines.
Popular website platforms typically do not create and submit a sitemap automatically.

What is the first step you need to take when setting up Google Search Console?

Submit a sitemap
Review any mobile usability errors
Ensure Google can find and read your pages
Add and verify website ownership

9.What Search Console report indicates if certain webpages are not compliant with webmaster quality guidelines?

Web Search Performance report
Coverage report
Security Issues report
Manual Action report

10.As a digital marketer managing a website, you would like to prevent a webpage on your site from appearing in Google Search. What Search Console tool could provide a temporary fix?

Submit sitemaps tool
URL Inspection tool
Removals tool
Change of address tool

Shuffle Q/A

What are some benefits of good anchor text? Select all that apply.

Helps Google place a manual action on the webpage
Helps Google understand what the page you are linking to is about
Helps visitors with a visual impairment understand the link
Helps visitors navigate the website

Why should a digital marketer avoid keyword stuffing when writing alt text for website images?

Images with keywords are often positioned in the wrong place on a page away from relevant text.
It can cause a negative user experience, and Google Search may recognize the site as spam.
Images largely contribute to overall page size, which can make pages load slowly.
It can cause images to load incorrectly on computers, tablets, and mobile devices.

Why should a digital marketer keep web page titles brief but descriptive?

When a title is too long or considered less relevant, only some text may appear in search results
Search engines determine which titles and descriptions to display in search results
Effective titles with a few repeated keywords perform better in search results
If page titles are repeated on more than one web page, the website performs better in search results

Which of the following are meta description recommendations? Select all that apply.

Add a meta description to every page.
Limit the meta description to one sentence.
Use the meta description to accurately summarize the page content.
Use unique meta descriptions for each page.

What file provides information about the pages, videos, and other files on a website, and the relationships between them?

Snippet
Sitemap
Schema
Index

What does the removals tool in Search Console enable a digital marketer to do?

Automatically create a sitemap and make it available to search engines
Migrate Google Search results from an old website to a new website
Temporarily block pages from Google Search results and manage SafeSearch filtering
Learn detailed crawl, index, and serving information about the website’s pages

Which of the following are recommendations for anchor text? Select all that apply.

Craft it in a few words or a short phrase
Include a keyword at least twice
Make it descriptive of the page it is linking to
Use formatting that makes it stand out from regular text

A digital marketer aims to increase a website’s visibility by optimizing the images for speed. What should they remember when uploading these images to the website?

Search engines automatically generate a title and snippet to describe an image
Keyword stuffing will help search engines understand the subject of an image
When uploading an image, resize it to the correct size without losing its quality
Position an image prominently on the page away from relevant text

Which of the following is a webpage title element recommendation?

Title elements should be a few sentences long.
Title elements should accurately describe the page topic.
Title elements should use the same keyword at least twice.
Only a few pages should have a unique title element.

Which initial Search Console step includes a report that breaks down the traffic by queries, pages, and countries?

Monitor your site’s performance
Ensure Google can find and read your pages
Review any mobile usability errors
Add and verify website ownership

What information does the Links report share about a company’s website?

If the website tried to manipulate the search index with keyword stuffing
Why certain pages on the website could or could not be indexed or crawled
Spikes in errors or drops in index counts that identify crawling problems
Which websites link to theirs, what the link text is, and what their top-linked pages are

As a digital marketer creating a webpage, you collaborate with someone who is knowledgeable in the topic you are writing about. You list them publicly as a co-contributor. This represents which website optimization recommendation?

Know what visitors want and give it to them.
Provide an appropriate amount of content for your subject.
Make expertise and authoritativeness clear.
Make the website useful and interesting.

Which of the following is true about web page meta descriptions?

There is no minimum or maximum length for a meta description, but it should include all the relevant information a searcher needs.
Search engines do not include duplicate meta descriptions in search results pages even if they are relevant.
Meta descriptions should be created manually for small or large websites and cannot be generated automatically.
Using duplicate meta descriptions instead of unique descriptions may cause search engines to delete the website.

What is one difference between rich results and structured data?

Rich results display as schema
Structured data appears in the SERPs
Structured data appears as schema
Rich results appear in the SERPs

Fill in the blank: The _____ provides information about the pages, videos, and other files on a website, and the relationship between them.

snippet
sitemap
schema
index

As a digital marketer managing a website, you would like detailed crawl, index, and serving information about your pages. This information comes directly from the Google index. Which Search Console tool would you use to gather this information?

Change of address tool
URL Inspection tool
Removals tool
Submit sitemaps tool

What best practices can help a business promote its website and attract backlinks?

Feature helpful articles, such as buying guides, in email marketing
Use lengthy anchor text for search engines
Rely on the number of links and not the quality of the links
Buy and sell high-quality links to the website

As a digital marketer, you’re reviewing image content on your company’s website. On one of the images you notice the following alt text: best smoothie banana smoothie buy smoothie strawberry smoothie healthy smoothie. This alt text represents which concept to avoid?

Alt text keyword stuffing
Alt text ranking strategy
Perfect keyword analysis
Keyword ranking strategy

Which of the following is a webpage title element recommendation?

Title elements should use the same keyword at least twice.
Only a few pages should have a unique title element.
Title elements should accurately describe the page topic.
Title elements should be a few sentences long.

When creating meta descriptions, which of the following recommendations should you consider?

Every meta description should be one sentence
Every second page requires a unique meta description
Every web page should use a similar meta description
Every web page should have a unique meta description

What Search Console report shows the index status for all the pages in a website?

Security Issues report
Coverage report
Manual Actions report
Web Search Performance report

What does the URL inspection tool in Search Console provide a user?

Code that informs search engines not to index a page until it is inspected
Solutions to temporarily block several pages from Google Search results
Detailed crawl, index, and serving information about pages directly from the Google index
Detailed files that share information about a website’s pages, videos, and other files

Which practice should a digital marketer follow when creating anchor text?

Use anchor text that provides a basic idea of what the page linked to is about
Use generic anchor text like “page,” “article,” or “click here”
Use longer anchor text specifically for search engines to improve SEO
Use anchor text to link entire paragraphs or long sentences instead of a few words

What website element provides the search engine a summary of what the website is about?

Meta keyword
Title description
Meta title
Meta description

Why should you consider creating a sitemap for a large website with over 500 pages?

It helps search engines crawl the website more efficiently and find important pages
It provides information on a range of different website metrics and reports
It verifies the owner of the website and the data on each web page
It identifies any issues that might affect the user’s experience while browsing the website

As a digital marketer creating a webpage, you start with keyword research to better understand the visitor. Then you create fresh and unique content tailored to your visitors. This represents which website optimization recommendation?

Provide an appropriate amount of content for your subject.
Act in a way that cultivates user trust.
Know what visitors want and give it to them.
Make expertise and authoritativeness clear.

What are some benefits of good anchor text? Select all that apply.

Helps visitors navigate the website
Helps Google understand what the page you are linking to is about
Helps visitors with a visual impairment understand the link
Helps Google place a manual action on the webpage

What recommendation will help a marketer create effective web page titles?

A page title should repeat relevant keywords.
A page title should be used for more than one web page.
A page title should relate to the content on the page.
A page title should be long and descriptive.

What does adding structured data markup to an e-commerce web page help Google Search do?

Guarantee the web page will appear in search results for all types of searches
Understand the page features and display content effectively in search results
Identify any fake or irrelevant data and either remove or correct it
Display pages with invalid markup lower in search results pages

When using Google Search Console, you will receive an email if an unusual event occurs. What is an example of such an unusual event?

New content has been added to the website
Google has difficulties crawling the website
Google has indexed the website
A decrease in the click count on the website

Why would a website receive a Manual Action report?

The website has a low position in the SERPs, which means it will not receive many clicks.
The website is linked to by spammy websites, which cause computer viruses.
The website contains keyword stuffing, which is against Google’s quality guidelines.
The website was hacked, which could potentially harm a visitor.

Week 4 – Search engine marketing (SEM) and display advertising

You are setting up a search engine marketing ad for an e-commerce businesses and would like to include information about a specific product. Which extension should you choose?

Price extension

Location extension
Call extension
Page extension

Which of the following is true about a campaign budget? Select all that apply.

- You can change it at any time

It sets the maximum amount you will spend

Google Ads will automatically optimize your campaign spend
You will reach your daily budget every day

As a digital marketer, you may create ads. Which of the following refers to uploaded display ads?

- Google provides all design resources to create the ad according to a specific format
- Google uploads the content, such as images, headlines, logos, videos, and descriptions

You will have to create the ad graphic, meet the required specifications, and then upload the ad

You have less control over the ad’s appearance, but it is easier than creating the ad yourself

Fill in the blank: Ad _____ are the text, videos, and images that appear alongside Google search results.

- keywords
- budgets
- bids

formats

Where do search engine marketing (SEM) ads typically appear?

On the top and bottom of search results pages
On informational websites
On email platforms
On social media feeds

Which of the following statements regarding search engine marketing is true?

You have control over which landing page you send the searcher to.
It is difficult to learn which ads are driving sales.
An algorithm determines what landing page to send the searcher to.
It will take months to appear on the search results pages.

You can learn when ads are driving sales.

Displays information that highlights a specific aspect of a product or service
Enables customers to find a local business and pull it up in Google Maps
Provides the option to call a business by clicking on its ad
Serves additional website links that may be helpful to the searcher

As a digital marketer creating a Google Ad, you have to determine what to achieve with the ad, such as more sales, leads, website traffic, or store visits. This describes which Google Ad setup step?

Choose your bidding strategy
Set up conversions
Define your campaign goal
Select your targeting

You are setting up keyword matching for “tennis shoes.” Your ad also shows for keywords such as “shoes for tennis,” “buy tennis shoes on sale,” and “red tennis shoes.” This represents which keyword match type?

Similar match
Broad match
Exact match
Phrase match

6.Which of the following statements regarding the Ad Rank factors are true?

The lower the bid, the higher the ad may show in the SERPs.
Ad extensions are an Ad Rank factor.
There are only three ad rank factors.
Google does not factor in the landing page quality.

Which of the following is a Google Ad best practice?

Always use the website homepage as the landing page.
Add generic sales language, such as “call us today.”
Include as many keywords in the headlines as possible.
Implement all ad extensions that make sense.

Which of the following is true of responsive display ads?

They typically take more time to create.
They have content optimized by Google Ads software.
They cannot include videos.
They show on fewer websites because the audience is more focused.

Which of the following are responsive display ad best practices? Select all that apply.

Create unique and effective ad copy
Upload the recommended number of assets
Ensure the landing page keeps the customer experience cohesive
Rotate in new display ads once a year

Fill in the blank: Ad _____ are a collection of similar ads, keywords, and bids that digital marketers use to organize Google Ads by a common theme.

campaigns
groups
formats
batches

Shuffle Q/A

What is a type of advertising model that allows businesses to pay only when someone takes an action on their ad?

Pay-per-click (PPC)
Cost-per-impression (CPM)
Conversion rate advertising
Revenue sharing

As a digital marketer for an e-commerce business, you create an ad that links directly to their product page. What ad extension is this?

Call extension
Structured snippet extension
Sitelink extension
Price extension

As a digital marketer managing Google Ads, you track and determine if potential customers are becoming paying customers. This describes which Google Ad setup step?

Set up conversions
Select your targeting
Define your campaign goal
Choose your bidding strategy

Which of the following refers to the broad keyword match type?

It shows on searches that have the same meaning or same intent as a keyword
It shows your ads on phrases that relate to your keyword and may not include the keyword itself
It includes the meaning of your keyword and is more flexible than the exact match type
It gives you total control over who sees your ad and is more flexible than exact match type

Consider the following statement:

Google rates the relevance of your ads and landing page to a query and how likely a user is to click your ad.

What does this refer to?

Ad quality factors
Ad Rank factors
Ad position status
Keyword match types

When would marketers choose uploaded display ads instead of responsive display ads?

They are not familiar with the different ad sizes
They prefer that Google creates the ad
They do not have the design resources to create the ad
They have a specific vision for their ad design

To drive the best results, how many elements does Google recommend uploading for responsive display ads?

5 headlines, 5 images, and 5 descriptions
2 headlines, 2 images, and 2 descriptions
20 headlines, 20 images, and 20 descriptions
5 headlines, 10 images, and 15 descriptions

A marketer posts an ad that quickly appears in the search results pages. What does this refer to?

An advantage of advertising pay models
An advantage of search engine marketing
An advantage of Pay-per-click (PPC)
An advantage of search engine optimization

A business hasn’t built up enough authority or reputation to receive traffic for certain search terms in the search listings. Which benefit of search engine marketing addresses this need?

It helps you reach customers who are likely to buy from your company
An algorithm to determine which landing page the searcher will go to
You can quickly appear in the search results pages
You can learn which of your ads are driving sales

As a digital marketer setting up a search engine marketing ad, you display information that highlights a specific aspect of a product. What is the term for this format?

Call extension
Price extension
Sitelink extension
Structured snippet extension

As a digital marketer, your first step in creating a Google ad is to define your campaign goal. Which question will help to determine this?

What do you want to achieve with the ad?
What is the headline for the ad?
Where do you want the ad to appear?
What is your budget?

You are setting up keyword matching for “low-carb diet plan.” Your ad also displays for less targeted keywords such as “carb-free foods,” “low-carb diets,” and “low calorie recipes.”

What keyword match type is this?

Broad match
Narrow match
Similar match
Exact match

Which statement regarding Ad Rank factors is true?

Ad extensions have no impact on Ad Rank.
Google assesses the quality and relevance of a landing page to a query.
There are only three Ad Rank factors.
The lower the bid, the higher the ad may show in the SERPs.

Which of the following is a Google Ad best practice?

Add generic sales language, such as “call us today.”
Include at least one keyword in the headlines.
Avoid adding more than one ad extension.
Always use the website homepage as the landing page.

Which of the following is true of responsive display ads?

They typically take more time to create.
They can include videos.
They are optimized manually by the digital marketer.
They show on fewer websites because the audience is more focused.

To create unique and effective copy for a responsive display ad, what should the headline communicate?

A different message to the landing page copy
The brand or product’s importance according to the marketers
A long description and a sense of urgency
The brand or product’s value in an interesting and useful way

Which of the following statements regarding search engine marketing is true?

An algorithm determines which landing page the searcher will go to.
Graphical ads are shown to anyone who makes a search related to the business.
You can quickly appear in the search results pages.
It is difficult to learn which ads are driving sales.

As a digital marketer setting up an SEM ad, you include information about the business such as additional website links, a phone number, and an address. What is the term for this additional information?

Ad feature
Ad extension
Information extension
Information feature

Which statement regarding Ad Rank factors is true?

You should avoid using extensions.
The higher the bid, the higher the ad may show in the SERPs.
There are only two factors to consider
Google does not factor in the landing page quality.

As a digital marketer, you will consider several best practices when creating effective ads. Which of the following is a Google ad best practice?

Include generic sales language, such as “call us today” or ““sign up today”
Always use the website homepage as the landing page for ads
Use all ad extensions, whether they are relevant or not
Use relatable calls to action, such as “book your dream vacation”

As a digital marketer, you may create ads. Which of the following refers to responsive display ads?

You require all design resources and the time to create the ad according to a specific format
You use Google to upload the content, such as images, headlines, logos, videos, and descriptions
You have less control over the ad’s appearance, but it is easier than creating the ad yourself
You have total control and are required to generate ad combinations for website and apps

To ensure a cohesive customer experience for a responsive display ad, what best practice should the landing page follow?

The messaging on the landing page should be different to the messaging on the ad
The use of new ads prevent potential customers from developing ad fatigue
The messaging on the landing page should match the messaging on the ad
The headline should be clear and effective without the support of a description

Fill in the blank: The amount you are willing to spend each time a potential customer clicks your ad or calls you is known as a(n) _____.

bid
campaign
ad format
average daily budget

A marketer only pays when someone takes action on their ad. What type of advertising model is this?

Pay-per-click (PPC)
Conversion rate advertising
Cost-per-impression (CPM)
Revenue sharing

Which of the following refers to the exact keyword match type?

It includes the meaning of your keyword and is more flexible than the broad match type
It may not include the keyword itself and shows your ads to related keywords
It may show your ads on searches that have the same meaning or intent as the keyword
It shows your ads on phrases that relate to your keyword and may not include the keyword itself

Consider the following statement:

The more you’re willing to pay, the higher it may show in the SERPs.

What does this refer to?

Ad Rank factors
Ad position status
Keyword match types
Ad quality factors

As a digital marketer, you will consider several best practices when creating effective ads. Which of the following is a Google Ad best practice?

Use the website homepage as the landing page to attract more customers
Use relevant ad extensions to provide additional information about the business
The keywords and copy on your landing page should be unrelated
Include at least one of the keywords in your ad group to target your audience

Fill in the blank: _____ is a type of advertising model that allows businesses to pay only when someone takes an action on their ad.

Pay-per-click (PPC)
Conversion rate advertising
Revenue sharing
Cost-per-impression (CPM)

Which of the following statements regarding search engine marketing is true?

It will take months to appear on the search results pages
You will reach unlikely customers
You cannot control where you send the searchers
You can learn which ads are driving sales

Which of the following best describes the structured snippet extension?

Provides the option to call a business by clicking on its ad
Serves additional website links that may be helpful to the searcher
Enables customers to find a local business and pull it up in Google Maps
Displays information that highlights a specific aspect of a product or service

As a digital marketer creating a Google Ad, you indicate the amount you want to spend over the course of a month by setting a daily sum. This describes which Google Ad setup step?

Select your targeting
Set up conversions
Choose your bidding strategy
Set your budget

What does an average daily budget indicate?

The amount you are willing to spend each time a potential customer clicks your ad
The words or phrases describing the product or service that you choose
The amount you are comfortable spending each day over the month
The way to organize and target ads into themed groups of keywords

What does Pay-per-click (PPC) allow businesses to do?

Increase its visibility on search engine results pages
Build authority or reputation and receive more traffic
Pay only when someone takes action on its ad
Pay based on how many times someone experiences an ad

A marketer is interested to learn which content is performing well and which can be improved. How does search engine marketing enable them to do this?

It gives them the control over which page displays in the search engine for a given search
It allows them to drive traffic to specific webpages on a website to collect data and learn which ads are driving sales
It allows them to quickly appear in the search results pages and build enough authority or reputation to receive traffic
It allows them to have a website, app, or product display in the SERPs when someone types in a certain searches

Which of the following are responsive display ad image tips? Select all that apply.

Add a logo, text, or button overlay
Make the product the focus of the image
Ensure the background suits the product
Use images with a strong visual focus

Course 3 – From Likes to Leads: Interact with Customers Online

Week 1 – Introduction to from likes to leads: interact with customers online

Which of the following are core pillars of social media marketing? Select all that apply.

Analytics and reporting

Listening and engagement

- Sales and advertising

Planning and publishing

A customer creates the following social media post:

“Exceptional quality and customer service with a smile! I would highly recommend @thebusiness”

What is this customer’s review an example of?

- Owned media
- Customer media

Earned media

Paid media

What enables companies to connect with their customers in order to help customers better understand their brand?

Customer awareness marketing
Virtual marketing
E-commerce marketing
Social media marketing

Fill in the blank: A benefit of social media marketing is that it is _____ as most social networking platforms allow you to sign up and create a profile for free.

referral driven
cost effective
audience focused
incentive based

Why is it beneficial for a company to learn about their target audience’s likes, dislikes, and interests through social media?

It can help to predict necessary budget cuts.
D: It can help to enhance the exclusivity of an advertising plan in order to focus on a higher end customer base.
It can help to inform and tailor a company’s marketing strategy to that audience.
It can help to forecast potential product sales and revenue.

Fill in the blank: The first core pillar of social media marketing is ___.

paid social media
listening and engagement
strategy
planning and publishing

When planning and publishing social media content, it is important to do which of the following? Select all that apply.

Schedule posts in advance
Have a consistent presence
Consider timing and frequency
Learn what content resonates best with the audience

What can help a company to find out how many positive mentions they got in a particular month or how many people they are reaching on different platforms from one month to the next?

Social media analytics
Virtual media analysis
Digital marketing metrics
Social media results

Which are the three types of digital media? Select three.

Paid
Borrowed
Earned
Owned

Which is the most common form of owned social media?

Memes
Product reviews
Live stream videos
Websites

What is a benefit of owned media?

It enables a company’s brand to reach consumers who are not actively searching for them.
It allows a company to control the conversation surrounding their brand on social media.
It promotes user-generated content related to the company.
It incentivizes customers to market a company’s brand on social media.

Fill in the blank: During the ____, a company can use paid remarketing campaigns to reach people who have already shown interest in the company’s brand.

conversion stage
awareness stage
consideration stage
loyalty stage

Shuffle Q/A

Fill in the blank: ____ is the process of creating content for different social media platforms in order to drive engagement and promote a business or product.

Social media marketing
Interactive online analysis
Virtual social marketing
Digital media development

Why is social media a cost-effective way to reach customers?

It allows businesses to generate more high-priced sales than any other tool.
It automatically increases product prices when a business receives large volumes of traffic.
It allows any business or content to appear at the top of all users’ feeds.
It allows businesses to reach a targeted audience based on interests and demographics.

Which social media marketing pillar helps a marketer determine their campaign’s content type and format?

Strategy
Planning and publishing
Sales
Listening and engagement

Consider the following scenario:

A company is trying to determine when their audience is most likely to engage with their content, as well as how often the company should post.

Which core pillar of social media marketing is this company working on?

Planning and publishing
Analyzing and strategizing
Timing and engaging
Listening and reporting

A digital marketer collects data from social media platforms to analyze a campaign’s performance. What is typically the next step after they collect and analyze this data?

Track conversations and trends on social media
Share social media reports with stakeholders
Create a social media calendar to plan and publish content
Study a previous campaign’s performance

A business decides what type of content to publish on its website, how often to publish it, and how users can interact with it. What type of media is the business’s website an example of?

Owned media
Internal media
Earned media
Paid media

Fill in the blank: _____ social media can be used to target specific groups of people who might be interested in a company’s products and services, as well as promote a company’s content in order to drive more earned media.

Owned
Organic
User-based
Paid

What is social media marketing?

The method of using marketing channels to deter potential customers away from the competition.
The process of creating content for different social media platforms in order to drive engagement and promote a business or product.
The practice of using digital tools that enable users to create and share content publicly.
The act of familiarizing people with a particular business or product.

Why would a business research what its competitors are doing on social media?

To narrow their audience to the exact customer they want to target
To identify competitors’ strengths and weaknesses and adapt their own strategy
To reach competitors’ customers based on their interests and hobbies
To educate customers on the products they should not purchase from its competitors

According to the five core pillars of social media marketing, what do you identify during the strategy pillar?

How to study social media engagement and identify what content is popular with an audience
Which social media analytics tools will measure a campaign’s performance
How to schedule social media posts in advance and maintain a consistent presence online
Which social media platforms and content will work best for a campaign

How does a digital marketer use the planning and publishing pillar to reach new customers effectively?

They can better control and target their marketing with paid social media.
They can determine how many positive mentions the brand received in a particular month.
They can reach their audience when they are most likely to engage with the content.
They can learn a lot about people’s opinions of the brand through social listening.

Which of the following are outcomes of the core pillar of listening and engagement? Select all that apply.

Learn about what content resonates best with the audience
Understand what people think about the brand
Recognize the performance of the social media campaign
Increase customers’ positive experience with a competitor’s brand

Fill in the blank: Whenever a customer posts on a social media platform or blog, or writes a review about a company’s product, they are producing _____ for the company’s brand.

paid media
promotional media
owned media
earned media

How can paid social media impact owned and earned media?

Paid media helps target customers that owned and earned media do not have access to.
Paid media helps promote competitors, which increases queries about the business’s owned and earned media.
Paid media increases organic traffic and gives a business ownership of all earned media.
Paid media helps promote content which increases earned media and directs traffic to owned media.

A marketer identifies topics their target audience is searching for to help capture their attention. What stage of the marketing funnel are they targeting?

The consideration stage
The loyalty stage
The conversion stage
The awareness stage

A marketer aims to tailor their marketing strategy to a specific audience. How might social media help them achieve this goal?

It directs an audience to a business’s website to increase purchases.
It offers valuable insights about a business’s competitors.
It offers valuable insights about an audience’s likes, dislikes, and interests.
It allows businesses to share product features and updates with audiences.

Why would a business research what its competitors are doing on social media?

To educate customers on the products they should not purchase from its competitors
To narrow their audience to the exact customer they want to target
To identify competitors’ strengths and weaknesses and adapt their own strategy
To reach competitors’ customers based on their interests and hobbies

After you develop your social media strategy, what is the next core social media marketing pillar?

Listening and engagement
Planning and publishing
Analytics and reporting
Paid social media

A digital marketer tracks and analyzes conversations to learn what people think of a brand. What core pillar of social media marketing does this describe?

Listening and engagement
Analytics and reporting
Strategy
Paid social media

Consider the following scenario:

A company is setting up different reports to monitor a variety of metrics, such as followers, comments, or clicks. They plan to use these metrics to improve the performance of their social media marketing campaigns over time.

Which core pillar is this company working on?

Analytics and reporting
Listening and engagement
Planning and publishing
Strategy

Which of the following is true about earned, owned, and paid media?

User-generated content, such as videos, images, and reviews, is common in earned, owned, and paid media.
When used together instead of separately, each type of media does not require paid promotion.
Earned, owned, and paid media refer to the digital content a brand fully controls, such as its website.
When used together, each type of media can improve brand awareness, generate leads, and increase sales.

What is a benefit of paid media?

It allows a brand to rely on marketing generated by customers.
It incentivizes customers to promote a brand on social media.
It allows a brand to reach customers who are not actively searching for it.
It increases the user-generated content customers post on social media.

A marketer shares detailed information about a brand and compares its offerings to its competitors. What stage of the marketing funnel are they targeting?

The awareness stage
The loyalty stage
The consideration stage
The conversion stage

What will define the primary goals of your social media marketing campaign?

Planning and publishing
Analytics and reporting
Strategy
Sales

A digital marketer includes earned media in their social media marketing strategy. Where can they gain earned media from?

Blog sites, social media profiles, and Facebook or Instagram profiles
Image ads, video ads, story ads, and influencer marketing
Community forums, Twitter profiles, and other social media profiles
Customer reviews, testimonials, mentions, and comments on social media

What platforms can a business use to generate owned media?

Shares, retweets, and likes
Customer reviews, testimonials, and other user-generated content
Blog sites, community forums, and Facebook or Instagram profiles
Image ads, video ads, and story ads

A marketer promotes a product on social media by including a link to the product page. What benefit of social media marketing does this refer to?

It increases traffic to a website
It increases the number of employees
It builds relationships with existing customers
It provides useful insights

A marketer aims to introduce a company’s latest service to a wider audience online. How might social media help them achieve this goal?

It helps companies share long-form articles and build solid relationships with existing customers.
It targets high-income customers who shop for services instead of products.
It helps companies share content that raises brand awareness and attracts new customers.
It provides valuable insights into a company’s competitors and their budget.

Fill in the blank: Because people use social media platforms to interact with friends, family, and companies, you can connect with users whenever they log in. This makes social media a natural place to _____.

gain valuable information
target new customers
make up lost leads
increase sales revenue

Consider the following scenario:

A digital marketer is running a social media campaign for a company that sells dog treats. Customers are posting pictures of their dogs devouring these treats on social media.

This user-generated content is an example of which type of media?

Owned
Earned
Paid
Borrowed

Why would a marketer consider paid remarketing to target customers in the conversion stage of the marketing funnel?

Remarketing provides detailed information about the business and what makes it better than the competition.
Remarketing provides detailed information to help attract attention and raise brand awareness.
Remarketing reaches people who have already shown an interest in a business and offers them incentives to complete a purchase.
Remarketing reaches people who have already made a purchase and incentivizes them to make a repeat purchase.

A digital marketer creates content for a company’s social media accounts. What does social media marketing enable the marketer to do with the content?

Reduce the number of email unsubscribes and target a wider audience
Appear higher in social media feeds than their competitors
Generate a certain number of customer reviews per month
Connect with customers and help them better understand the company

What are the reasons why social media marketing has become a crucial element of many companies’ business development strategies? Select three answers.

Gain valuable insights
Drive traffic to a company’s website
Build stronger relationships with existing customers
Hire more employees than the competition

A digital marketer interacts with users online to improve their experiences with a brand. They track conversations and trends related to the brand. What process are they using to determine what users think about the brand?

Analytics tracking
Social listening
Data collecting
Social media planning

Fill in the blank: _____ media is all the digital content a brand fully controls.

Owned
Paid
Trademark
Copyright

How does influencer marketing increase the effectiveness of a paid social media strategy?

It allows the business to control social media conversations surrounding its products and services.
It rewards customers for sharing and engaging with the business’s social media content.
It targets customers who might be interested in the business but are not actively searching for it.
It generates more paid media for the business, such as image and video ads.

Week 2 – Social media strategy, planning, and publishing

Posting multiple times a day on a chronological feed enables you to do what?

- Reach specific audiences with only your best-performing posts at the same time every day
- Reach your target audience in the same time zone at the same point throughout their day
- Sort posts in a user’s feed based on relevancy rather than the order in which they published

Reach your target audience in different time zones and at various points throughout their day

How can a social media calendar help a digital marketer avoid making major mistakes in their posts?

It allows a digital marketer to check for spelling errors and typos, fact check, and ensures that all of their links and images are correct in advance.

It provides a digital marketer with the ability to collaborate with an editor to review grammar, punctuation, and syntax mistakes before publishing.
It allows a digital marketer to remove any unfavorable posts at any point, and replaces them with ones that trend positively with users.
It enables a digital marketer to predict user reactions and comments ahead of time, and deletes any posts that might receive a negative response.

Each entry in a social media calendar contains which elements? Select all that apply.

Time

- Priority

Date

Topic

Increasing web traffic and gaining customer insights are examples of what kind of goals?

Social media marketing goals
E-commerce marketing goals
Virtual marketing goals
Customer awareness marketing goals

What is a company trying to identify when they ask these questions: What problems are customers struggling with? What issues do customers have that our products or services could help solve?

Their customer’s interests
Their target audience’s needs
Their audience’s traffic to their website
Their potential customers’ social media preferences

Fill in the blank: A digital marketer should also consider their _____ when choosing social media platforms because brand identity and business type should factor into the decision.

company
competition
budget
sales

Fill in the blank: _____ appeals to people who are on a social media platform to enjoy themselves, and it can help an audience relate to a company’s content and their brand.

Educational content
Entertaining content
Inspirational content
Conversational content

Which of the following are examples of educational content? Select all that apply.

Industry research
How-to posts
Case studies
Viral videos

Which of the following are examples of promotional content? Select all that apply.

Free gifts for sign-ups
Video trainings
Discounts
Coupons

Which are examples of content formats for social media? Select all that apply.

Polls
Links
Discount codes
Written posts

For algorithm-based platforms, why is it better to publish quality content less frequently?

Singular posts always stand out to users
Fewer posts are easier to develop
Too many posts can cause a drop in engagement
Too few posts create demand and user interest

Which tool can help digital marketers manage and organize their social media publishing schedule?

A social media calendar
A reviewable feed of all posts
A shared media log
An editable document

What steps does a digital marketer need to take to develop a social media calendar? Select all that apply.

Decide on data to track
Establish a workflow and review process
Review former platforms and expired user metrics
Make a content library

Shuffle Q/A

A marketer helps a business build brand awareness and manages brand reputation. What type of goals are these?

Virtual marketing goals
E-commerce marketing goals
Social media marketing goals
Print marketing goals

How can a company identify their target audience? Select all that apply.

Predict the income range of customers who will shop online
Compile information about their current customers and followers
Research what social media platforms their target audience uses
Assess how people engage with their brand

Fill in the blank: To help a company choose the right social media platform, they need to start by understanding _____.

the variety of advertisements on each platform
the diversity of the users
how different platforms work
costs associated with each platform

Which of the following are examples of entertaining content? Select all that apply.

Infographics
Rewards
Comics
Contests

Which of the following are examples of conversational content? Select all that apply.

Memes
Polls
Advice
FAQs

Why would a marketer post still images rather than videos on social media? Select all that apply.

They are more engaging.
They help to start a conversation.
They can be absorbed instantly.
They give an immediate impression of a brand.

Fill in the blank: For platforms with _____, posting multiple times a day gives a digital marketer the opportunity to reach their target audience in different time zones and at various points throughout their day.

linear feeds
chronological feeds
asynchronous feeds
intermittent feeds

What are the benefits of using a social media calendar? Select all that apply.

Schedule posts in advance
Generate engagement posts automatically
Organize content in a centralized location
Allow stakeholders to review or approve posts

A digital marketer decides which data to track and establishes a workflow and review process. What does this process refer to?

Reviewing former platforms
Developing social media assets
Developing a social media calendar
Reviewing expired user metrics

Which of the following are common social media marketing goals? Select all that apply.

Doubling last year’s quarterly sales plan
Increasing community engagement
Building brand awareness
Managing brand reputation

A marketer posts amusing and interesting memes that help audiences relate to a brand. What type of content is this?

Promotional content
Entertaining content
Conversational content
Inspirational content

Fill in the blank: _____ makes a company’s brand seem more authentic and reinforces their brand’s message, values, and vision.

Educational content
Promotional content
Inspirational content
Conversational content

A marketer suggests topics or viewpoints, then invites the audience to join the discussion on social media. What type of content is this?

Educational content
Conversational content
Promotional content
Entertaining content

Fill in the blank: _____ give social media users an immediate impression of a company’s brand.

GIFs
Polls
Images
Live video

A digital marketer schedules posts in advance and organizes content in a centralized location. What tool enables them to do this?

An editable document
A shared media log
A social media calendar
A reviewable feed of all posts

Fill in the blank: By defining the goals of your social media campaign, you make yourself _____.

accountable for accomplishing them
likely to take risks
free from any responsibilities
appealing to your audience

What questions help to identify a target audience’s needs? Select all that apply.

What problems are customers struggling with?
How often do customers shop online?
What do customers do in their free time?
What issues do customers have that our products or services could help solve?

Why should a marketer consider how different platforms work when choosing a social media platform?

It helps them identify and align with the business goals
It helps them understand how to communicate on the platform
It helps them increase brand authority on social media
It helps them identify the product and services, and business type

A marketer posts viral videos and jokes for audiences to enjoy. This is an example of which type of content?

Educational content
Inspirational content
Promotional content
Entertaining content

A marketer creates social media posts that build trust in a brand and positions them as an industry leader. What type of content is this?

Viral content
Educational content
Promotional content
Entertaining content

What does promotional content enable marketers to do?

Appeal to people who are on a platform to enjoy themselves by helping them relate to the content and company
Build trust in a brand and position it as an industry leader with information and wisdom
Begin conversations with audiences by suggesting a topic or viewpoint, then inviting them to join
Highlight products and services with the intent of marketing them to current and new customers

Which of the following are examples of content formats for social media? Select all that apply.

Written posts
Discount codes
Polls
Links

Which of the following are true when determining the frequency and timing of your posts? Select all that apply.

Posting first thing in the morning is effective because people are generally active on their social media feeds.
Posting in the afternoon around lunchtime is not as effective because people tend to be busy at that time.
Posting frequency should occur regularly on some platforms but not all platforms.
Posting frequency should be informed by testing and analyzing your results and resources.

Which of the following do you require to create an entry in a social media calendar? Select all that apply.

Competitors
Platform
Written copy
Links to assets

A brand wants to increase its website traffic and gain customer insights. What kind of goals are these?

E-commerce marketing goals
Social media marketing goals
Virtual marketing goals
Print marketing goals

Which factors should a marketer consider when selecting social media platforms? Select all that apply.

The time of year
Overall business goals
The target audience
How different platforms work

Why do marketers post captions, pictures, and videos that are spread widely on social media?

To encourage audiences to engage with the brand and comment on posts
To discuss a product or service with the intent of marketing it to current customers
To entertain and appeal to audiences who are on the platform to enjoy themselves
To provide audiences with information about a company’s products or services

A marketer posts FAQs, tips, and infographics on social media to show a brand’s knowledge and wisdom. What type of content is this?

Promotional content
Entertaining content
Educational content
Conversational content

Increasing community engagement is a common example of what type of goal?

Social media marketing goal
Traditional marketing goal
Employee goal
Business goal

A marketer compiles the age, location, and language of current customers. What does this information enable them to do?

Identify the target audience
Create a SMART goal
Target competitors’ audiences
Select the marketing funnel

Fill in the blank: When choosing social media platforms, a digital marketer should consider their _____ because brand identity and business type should factor into the decision.

prices
company
budget
sales

What type of content can build trust in a company’s brand and position them as an industry leader with information and wisdom to share?

Educational content
Conversational content
Promotional content
Inspirational content

A marketer shares weekly articles on social media to provide the audience with information about a specific product. What content format are they using?

Polls
Videos
Written posts
Stories

When trying to determine the right social media platform, why should a company think about their goals?

Every business goal can be reached with social media, so the company should invest in a platform that matches what they are trying to achieve.
A company should set different, individualized goals for every social media platform.
Different social media platforms offer different advantages, so a company should choose the one that is better equipped to help them achieve their goals.
Various platforms have targeted, hidden fees, so a company should examine their budget goals to choose the most cost-effective option.

A digital marketer identifies when a target audience is active online and what time zone they are in. What does this information enable them to do?

Increase sales of a specific product
Find the best times to post on social media
Create tailored content for the audience
Create high-quality content for the audience

Week 3 – Listening and engagement on social media

Which of the following is true about social listening?

It helps marketers track and analyze conversations to understand what people think about a brand.

It addresses negative feelings customers might have about a brand by contacting them on social media.
It identifies the keywords that are most relevant to a brand and its competitors.
It adjusts a brand’s language and tone of voice on social media to attract new customers.

A digital marketer identifies how people think about a brand with the goal of engaging them effectively. Which process can they use to find this customer information?

- Social testing
- Social tracking

Social listening

Social searching

A digital marketer uses social listening to learn more about a brand’s perception online. They notice that people regularly share complaints about their customer service. How can they use this information to gain positive customer engagement on social media?

- Refer customers to the website and ask them to complete a form with their questions and concerns

Respond to customer questions quickly and provide them with resources that help them with their issues

Create a social media post that states that response times vary depending on the importance of the query
Remove any negative comments from customers and contact them privately to address their issues.

A skincare company increases its social media engagement by hosting weekly live question-and-answer sessions with a dermatologist. How does this interactive content help the company increase engagement?

- It improves the company’s response times.
- It helps the company create a consistent brand voice across all marketing assets.

It positions the company as a credible source of information.

It displays the company’s social media content at the top of news feeds.

Fill in the blank: A company asking its customer to visit their website is an example of _____.

- repurposing content
- brand sentiment
- brand voice

a call to action

Which of the following are potential benefits of using social listening to better understand how customers feel about a brand? Select all that apply.

Increased customer acquisition
Ability to act on assumptions
Opportunities to analyze the competition
Ability to address negative sentiment

Which of the following can help a company learn more about what people think about their brand and what pain points their customers are experiencing with their products or services?

Advertising
Call to action
Social listening
Branding

Fill in the blank: Posting pictures of employees on social media is an example of _____.

social media engagement
optimization
repurposing
brand voice

What is a difference between social listening and social media engagement?

Social listening creates a company’s social media content. Social media engagement repurposes their social media content.
Social listening measures how people are interacting with a company’s social media accounts and content. Social media engagement helps a company learn what is happening in their industry.
Social listening helps a company learn what is happening in their industry. Social media engagement measures how people are interacting with their social media accounts and content.
Social listening measures how competitors are creating social media content. Social media engagement creates and repurposes social media content.

Which of the following are examples of a company using social media engagement to know their audience? Select all that apply.

Providing content that helps the audience imagine themselves interacting with a company’s product or service.
Providing the audience with a log of past product launch dates.
Giving the audience helpful content that addresses their needs and pain points.
Creating content that will be most valuable to the audience based on data.

What is a Tweet?

The attitude and feelings people have about a brand on social media.
Someone who opts in to receive updates from a business or brand on a social media platform.
A platform for connecting and developing relationships with an audience.
Any message posted to Twitter that may contain elements like text, photos, videos, links, and audio.

Which of the following are examples of information a company might want to include in their Twitter bio? Select all that apply.

Jargon
Website link
Keywords
Products and services

Fill in the blank: Content that is _____ will be relevant over a long period of time.

reused
repurposed
evergreen
new

Which of the following would likely result from having an authentic brand voice? Select all that apply.

Audience has a negative brand sentiment
Audience feels comfortable engaging online
Audience switches to a competitor
Audience gains familiarity with the brand

Which of the following is an example of a call to action on social media? Select all that apply.

Answer a question
Review a competitor
Take a quiz
Subscribe to a newsletter

Shuffle Q/A

What does social listening enable a marketer to do?

Encourage negative comments about competitor brands on social media
Decrease campaign budget and rely on traditional marketing
Predict industry trends and how customers will respond
Respond to unhappy customers and adjust their marketing strategy

Which of the following are possible benefits to a company using social listening to assess their competition? Select all that apply.

Learn what products a competitor is planning to release in the future
Understand what competitors do well and what customers like about them
Determine which touchpoint a customer interacts with before making a purchase
Identify a competitor’s mistakes to understand what not to do

Fill in the blank: _____ measures how people are interacting with a company’s social media accounts and content.

Social media repurposing
Social media engagement
Social media content
Social media optimization

A digital marketer aims to increase the number of likes, mentions, and shares a business receives on social media. How does social listening enable them to reach this goal?

By removing any negative comments from customers and allowing them to address them privately
By helping them share social media posts on several platforms and target different audiences
By helping them understand the target audience better and increase their engagement with the business
By asking customers to share the business’s profile with friends and families

A digital marketer aims to increase the number of likes, comments, mentions, and shares a brand receives on social media. What best practice will help them reach this goal?

Make the brand’s voice on social media more personal by signing off on posts and addressing customers by their first name
Use words to describe the team, instead of using images or videos of employees, to tell a story of the brand
Address multiple audiences using one writing style, tone of voice, and type of images across social media
Send customers a quarterly promotional email and offer them a discount on all purchases by a certain date

Fill in the blank: Unlike on other social media platforms, posting more often is better on _____, because the feeds tend to move quickly.

Twitter
Facebook
Instagram
Pinterest

A digital marketer creates a new strategy to market on Twitter. What tactic can they use to increase their followers?

Introduce the business in a Tweet instead of the bio
Use text more than images to gain attention
Use hashtags that relate to a specific topic or category
Post less often on Twitter than other social media platforms

A marketer compiles a list of high-performing posts, images, videos, and text. Why should they consider repurposing this content?

It allows them to compare the content to their competitors’ high-performing posts.
It allows them to adapt and publish the content in different formats.
It allows them to use the content as is and repost it on social media platforms.
It allows them to store the content in a portfolio for future inspiration.

Which of the following are ways to achieve an authentic brand voice? Select all that apply.

Treat your audience like a competitor
Communicate naturally to the audience
Use mostly acronyms or jargon
Avoid complicated terminology

When writing for social media, how can you tailor your writing to each platform?

Adapt your tone to suit the platform’s tone
Keep social media posts short and simple with bullets and lists
Begin with highlighting customers’ needs and obstacles
Use calls to action that are recognizable and commonly used on the platform

Fill in the blank: _____ helps a company track and analyze conversations related to their brand and learn what is happening in their industry, such as trends or how the market is performing.

Social listening
Social strategy
Social sentiment
Social feedback

A digital marketer tracks and analyzes conversations related to a brand online. What social listening practice did they use to find these conversations?

Determine the difference between the brand’s prices and its competitors
Create a single strategy for all social media platforms
Calculate the average level of engagement for brands in the industry
Identify the most relevant keywords for the brand and its competitors

Which of the following refers to the relationship between social listening and social media engagement?

Social listening analyzes conversations and trends about a business and its industry. Social media engagement measures how people interact with a brand on social media.
Social listening analyzes conversations and trends about a business’s competitors. Social media engagement measures how people interact with the competitor on social media.
Social media engagement analyzes conversation and trends about a business and its industry. Social listening measures how much money customers spend on a brand.
Social listening tracks customer spending over a certain period. Social media engagement measures how many customer service queries are made during that period.

A digital marketer creates a Twitter bio. They include what the business does, its products, and what makes them unique in a creative and original tone of voice. What additional information can they include to optimize their Twitter bio?

A link to the business’s website and its returns and refund policy
Photographs and infographics about the business’s products
Relevant keywords and a list of top-performing Tweets
Relevant keywords and a link to the business’s website

When repurposing content for social media, why should you consider whether the content is evergreen?

It means the content will increase in popularity over a long period.
It means the content will be relevant to followers over a long period.
It means the content will outperform all other social media posts.
It means the content will mention the business’s products throughout every season.

Why should you develop a clear, consistent brand voice for social media?

It increases the value of the brand and the price of its offerings.
It increases current and potential customers’ familiarity with the brand.
It increases the number of positive reviews on social media.
It increases the number of comments on the brand’s social media pages.

When writing for social media, what does a call to action help you do?

Provide an alternative contact number for customers to reach the business
Offer an email address for customers to sign up for a newsletter
Link to discounted offers available for the specific season
Encourage customers to connect with a business by taking a desired action

A digital marketer tracks and analyzes conversations related to a brand online. What social listening practice did they use to find these conversations?

Identify the most relevant keywords for the brand and its competitors
Calculate the average level of engagement for brands in the industry
Determine the difference between the brand’s prices and its competitors
Create a single strategy for all social media platforms

A digital marketer measures how people interact with a brand’s social media content and notices regular engagement, such as likes and mentions. How can the marketer use this information to increase customer engagement with the brand?

They can direct customers to the brand’s website.
They can make every post or interaction about the product or business.
They can respond to comments and mentions about the brand.
They can mimic the tone of voice that competitor brands use.

Fill in the blank: _____ is someone who chooses to receive updates from a business or brand on a social media platform.

An echo
A follower
A Tweet
A ping

Which of the following are examples of repurposing content on social media? Select all that apply.

Answering questions with an existing article
Creating blog posts based on short YouTube videos
Creating a new podcast series
Writing new content

When writing for social media, why should you research the type of words and phrases your audience uses?

It helps you maintain a consistent brand voice across social media channels.
It helps you communicate in a way they understand and are familiar with.
It helps you include calls to action that are commonly used on each platform.
It helps you keep posts short and simple to keep their attention.

Imagine a company is using social listening to learn about what is happening in their industry. What can the company learn from social listening? Select all that apply.

Companies to invest in
Gaps in the industry that a new product or solution could help solve
Trends or how the market is performing
Major events or issues happening in the world that are relevant to a brand

A digital marketer studies customer engagement on social media. They notice a high number of likes but few comments and mentions of the business. What tactic can they use to increase customer engagement?

Update their product packaging
Request customers’ personal information
Repurpose content from competitor brands
Develop an authentic and personal voice

A digital marketer notices that their business has gained a large number of new followers on Twitter in the last week. What does this increase likely indicate?

That people spend a lot of time on social media and actively search for content
That they post engaging content and have influence in the space
That people are ready to buy from the business and stop using competitors
That other social media platforms are not relevant to the business and its audience

A marketer creates a strategy to gain new followers on Twitter. Currently, they use relevant hashtags in tweets and regularly reply to followers. What other tactic can they use to increase their followers on Twitter?

They link and tag their competitors in their Tweets.
They promote their Twitter account on other marketing channels, such as email.
They include text instead of images in their social media content calendar.
They add a product list and pricing to their Twitter bio.

How can a digital marketer establish a distinct brand voice to help a business attract attention?

By responding to customer questions and concerns on social media quickly
By repurposing high-quality posts over a long period of time
By delivering consistent language and messaging across all marketing content
By promoting the business’s social media pages across multiple platforms

What information does a business typically gather when tracking its social media engagement?

The way customers interact with its competitors on social media and whether the customers will purchase from the business again
The number of customers who sign up for its email newsletter after interacting with its social media accounts
The way customers interact with the business on social media and whether its content is useful to the customers
The number of touchpoints customers interact with on social media before purchasing from the business

Which of the following statements best describes how social listening and social media engagement work together?

Social listening and social media engagement work together to analyze conversations and trends related to a brand.
Social media listening measures how people are interacting with a brand’s social media. Social media engagement then tracks and analyzes conversations and trends related to a brand on social media.
Social listening and social media engagement work together to help a company learn what is happening in their industry.
Social media engagement measures how people are interacting with a brand’s social media. Social listening then tracks and analyzes conversations and trends related to a brand on social media.

Fill in the blank: Addressing customers by their first name and responding to comments with humor or warmth are all examples of _____.

social media marketing
social media engagement
social media analysis
social media listening

Imagine a skin care company wants to increase social media engagement by responding to comments and mentions from customers talking about their brand. Which of the following are best practices for engaging with customers? Select all that apply.

Respond to customers quickly
Respond only to customers who have a positive brand sentiment
Provide excellent customer service
Respond only to customers who want to purchase something

Which of the following tactics would likely result in a company increasing their Twitter following? Select all that apply.

Using hashtags
Posting relevant, engaging content
Adding interesting visuals to Tweets
Posting infrequently

Week 4 – Social media analytics and reporting

What is the difference between qualitative and quantitative data?

- Qualitative data describes qualities or characteristics. Quantitative data can be counted or compared on a numeric scale.

Quantitative data describes qualities or characteristics. Qualitative data can be counted or compared on a numeric scale.

Quantitative data is collected after launching a social media campaign. Qualitative data is collected before launching a social media campaign.
Qualitative data is collected after launching a social media campaign. Quantitative data is collected before launching a social media campaign.

Imagine that a marketer compiles demographic information about their target audience on social media. They use this information to refine their marketing tactics. What benefit of social media analytics does this describe?

The ability to better understand your audience

The ability to learn from your competitors
The ability to learn what content drives results
The ability to choose the best platforms

What should a marketer consider when creating a social media report? Select all that apply.

- Target audience
- Stakeholders’ names

Report frequency

Relevance of data

As a marketer, you create a social media report that is easy to understand and allows your audience to connect to the story the data is telling. How do you achieve this?

- By highlighting figures

By providing context

By including relevant and irrelevant information
By excluding graphs and charts

A marketer monitors social media and identifies which content delivers the best audience engagement. What tool allows them to do this?

- Audience analytics
- Customer analytics
- Qualitative analytics

Social media analytics

How can brands use custom content to help them appear more authentic?

- Deliver general content to a wide audience, so customers frequently experience branded content
- Reference historic social media trends by sharing marketing content from previous campaigns
- Prioritize sharing one type of content on multiple social media platforms

Create content tailored to a local audience by referencing local issues, interests, or locations

What factors should you consider to help you decide how frequently to present social media reports? Select all that apply.

- Where the data is from
- Who collected the data

What data will be reported

How the insights will be used

When you deliver a social media report, you should remember to guide your audience. What does this mean?

- Prepare ahead of time to help you identify answers to the types of questions your audience might have
- Speak fast and be prepared to share only important points should an unexpected event occur

Clarify what you’ve noticed about the data, and move between sections by using phrases like “as I mentioned before”

Briefly pause between each slide and speak in slow, easy-to-understand sentences, and ask frequent questions

What is qualitative data?

Data that can be compared on a numeric scale.
Data that is used in analytics.
Data that describes qualities or characteristics.
Data that can be counted.

Imagine that a marketer tracks, collects, and analyzes data from social media platforms. They use this information to improve their company’s strategic decisions. What process does this describe?

Competitor trend spotting
Competitor engagement metrics
Social media analytics
Social media listening

Imagine that a marketer needs to determine if a social media campaign increases awareness of their brand. They use analytics tools to count the total number of followers gained on each social media platform over a set period of time. What benefit of social media analytics does this describe?

The ability to better understand your audience
The ability to learn from your competitors
The ability to measure your social media ROI
The ability to choose the best platforms

Each social media goal has related metrics that help you do what?

Measure the impact of paid media
Measure progress towards that goal
Determine where a customer is in the marketing funnel
Determine the goal’s return on investment

As customers reach the conversion stage of the marketing funnel, a business decides to track how customers were guided to their website from specific platforms. What metric does this describe?

Brand awareness
Applause rate
Referrals
Testimonials

Imagine that a marketer tracks shares and retweets across social media. They spot an emerging trend that their audience is sharing posts about. How should they use this information?

Identify and track new metrics that better align with their current marketing content.
Learn if competitors are responding to this trend and whether their content is successful.
Develop content aligned with this trend later, after updating social media marketing goals.
Create real-time marketing content aligned with this emerging trend.

What do social media reports allow marketers to do? Select all that apply.

Summarize the total cost of a social media campaign.
Provide valuable insights to colleagues or clients.
Justify their strategy to colleagues or clients based on the data.
Visualize and present their social media data in an easy-to-understand way.

What does it mean to tailor a social media report for your audience? Select all that apply.

Design a standard, generic report that works for more than one audience.
Include more or less detailed data on specific items, depending on your audience.
Adapt the report to the needs of your audience.
Present information that your audience wants to know.

What should the analysis section of a social media report include?

An evaluation and explanation of why the campaign may have gotten the results it did
A recommendation for how to best adjust the strategy for the next campaign
A summary of the report’s context to help the audience connect to the story the data is telling
An explanation of the campaign’s total cost and return on investment

Consider the following scenario:

A marketer delivers a social media report presentation to a small group of stakeholders. Between each slide, the marketer briefly pauses. They also speak in slow, easy-to-understand sentences.

What presentation best practice does this example describe?

Connect with your audience
Check in periodically
Pace yourself
Be flexible

Shuffle Q/A

A marketer gathers campaign data, such as the number of clicks on a platform over a three-month campaign period. What type of data is this?

Characteristic data
Qualitative data
Quantitative data
Counted data

Imagine that a company launches a social media campaign for their newest product. What process can help them learn how well their audience is receiving the campaign?

Social media analytics
Social media marketing
Customer engagement
Marketing funnel design

A marketer uses a tool to measure the social media ROI for a new campaign. They also learn how many followers were gained on different platforms. What is this an example of?

An effect of qualitative strategy
A benefit of social media analytics
A consideration in customer analysis
A result of traffic measurement

At the conversion stage of the marketing funnel, a business decides to measure how many customers are referrals. What does this mean?

They will track how many customer testimonials they receive on social media.
They will track how much money each customer spent on the business that year.
They will track how many people came to their website from other social media platforms.
They will track how likely customers are to recommend the business to friends and family.

Imagine that a marketer wants to make their brand seem more authentic. To do that, they decide to customize content based on customer personas. What can they do to put this strategy into practice?

Reference historic social media trends by sharing marketing content from previous campaigns
Deliver general content to a wide audience, so customers frequently experience branded content
Prioritize sharing one type of content on multiple social media platforms
Create content tailored to a local audience by referencing local issues, interests, or locations

What is a key performance indicator (KPI)?

A measurement used to gauge how successful an organization is in its effort to reach a business or marketing goal.
A collection of data and campaign highlights used for sharing marketing campaign results with managers.
A document that presents and tracks relevant data about social media activities.
A summary of social media marketing spending projections used to budget for future campaigns.

What is true of quantitative data? Select all that apply.

It can be counted.
It describes qualities.
It describes characteristics.
It can be compared on a numeric scale.

A company launches a social media campaign for its new service. What tool can help them measure the campaign’s traffic and sales on different platforms?

Qualitative analytics
Traffic analytics
Social media analytics
Customer analytics

Imagine that a marketer compiles demographic information about their target audience on social media. They use this information to refine their marketing tactics. What benefit of social media analytics does this describe?

The ability to learn from your competitors
The ability to choose the best platforms
The ability to learn what content drives results
The ability to better understand your audience

What do social media goals help marketers determine?

Which metrics to focus on and optimize
Which ad is the most impactful
Which budget suits the long-term goals
Which stakeholders to share data with

A marketer observes a company’s audience and notices a trend on social media. What should they do next?

Identify and track new metrics that better align with the current marketing content
Create real-time marketing content aligned with this trend
Learn if competitors are responding to this trend and whether their content is successful
Develop content aligned with this trend after updating social media marketing goals

What should a marketer use to determine whether a social media marketing strategy is effective?

Data highlights
Key performance indicators
Social media report
Marketing metrics

Consider the following scenario:

A marketer delivers a social media report presentation to a diverse group of partners. During the presentation, the marketer intentionally points out key aspects about the data. They use phrases like, “as I mentioned” and “as you may have noticed.”

What presentation best practice does this example describe?

Guide your audience
Be flexible
Pace yourself
Be prepared

A marketer collects and analyzes campaign data, such as the number of followers and page views. What tool allows them to do this?

Customer analytics
Follower analytics
Qualitative analytics
Social media analytics

A marketer creates a new campaign and uses a tool to learn what content receives the most engagement and results. What is this an example of?

An effect of qualitative strategy
A consideration in customer analysis
A result of traffic measurement
A benefit of social media analytics

Which of the following best describes the relationship between social media goals and metrics?

Social media goals and metrics allow you to skip stages in the marketing funnel.
Social media goals determine which metrics are the most popular.
Social media goals and metrics decrease your budget.
Social media goals determine which metrics you should focus on and optimize.

A marketer uses social media analytics to track a campaign’s performance. After three months, they learn that video content performs better on Facebook than on Instagram.

What should the marketer do based on these results?

Continue publishing similar content on Facebook and adjust the content strategy for Instagram
Revisit and adjust the social media marketing goals to align with the content performance
Stop posting content on Instagram and update the Facebook content strategy
Stop sharing longer posts on Facebook and update the Instagram content strategy

What is a social media key performance indicator (KPI) used to assess?

Whether a social media campaign’s goals are relevant
Whether a social media campaign has had a sufficient return on investment
Whether a marketer is tracking the most relevant social media metrics
Whether a social media marketing strategy is effective

What should a marketer do to tailor their social media report for a specific audience? Select all that apply.

Adjust the level of detailed data on specific items accordingly
Assess the design of the report and ensure it uses the correct branding and fonts
Include information that is easy to understand and relevant to a broad audience
Consider who will read the report and align the report to the needs of that group

Fill in the blank: An effective social media report provides context, which helps the audience _____.

review the key campaign strategy update recommendations
determine why the campaign may have gotten the results it did
validate the campaign’s return on investment
understand the report and connect to the story the data is telling

When you deliver a social media report presentation, you should remember to pace yourself. What does this mean?

Take long pauses between each slide and wait for any questions
Briefly pause between each slide and speak in slow, easy-to-understand sentences
Adjust the discussion according to what is most important to the audience
Be prepared to share only important points should an unexpected event occur

A marketer launches a campaign for a new product. They decide to gather data for the campaign by observing how people refer to the business. What type of data is this?

Qualitative data
Social data
Quantitative data
Numeric data

How do social media goals and metrics work together?

Social media goals and metrics increase your budget.
Social media goals determine which metrics are the most popular.
Social media goals determine which metrics to focus on and optimize.
Social media goals and metrics allow you to skip stages in the marketing funnel.

A marketer considers what data and insights will be used in a social media report. What does this help them determine?

- How data is collected for reports
- How frequently to present reports
- What insights to exclude from reports

How to tailor reports to an audience

In a social media report, what is the benefit of visualizing data with charts or graphs?

To describe the procedure for collecting data
To justify the selection of specific social media analytics tools
To include additional data that may not fit in a written narrative
To help an audience understand the information in the report

Consider the following scenario:

A marketer delivers a social media report presentation to a small group of stakeholders. They include a compelling statistic and a positive customer review from a social media post. The marketer says: “And this is only one of many positive comments!”

What presentation best practice does this example describe?

Connect with your audience
Be flexible
Pace yourself
Check in periodically

Fill in the blank: Social media analytics is the process of _____.

soliciting, collecting, and reporting on marketing campaign feedback from company stakeholders
tracking, collecting, and analyzing data from social media platforms to improve an organization’s strategic business decisions
designing a preliminary social media strategy before launching a marketing campaign
measuring and monitoring how well marketing goals align with business goals

Imagine that a company launches a social media campaign. They monitor engagement to determine whether images, videos, or links do better on particular platforms. What benefit of social media analytics does this describe?

The ability to predict behavior
The ability to learn from your competitors
The ability to learn what content drives results
The ability to improve your strategy

Fill in the blank: Social media goals determine _____.

which metrics you focus on and optimize
the goals of your business
which stakeholders you share data with
the impact of your marketing campaign

Imagine that a marketer tracks social media analytics across platforms to learn how their content is performing. They find that their longer posts perform much better on Facebook than on Instagram. How can they use this information?

They should stop sharing longer posts on Facebook and update their Instagram content strategy.
They should continue to publish similar content on Facebook and adjust their content strategy for Instagram.
They should revisit and adjust their social media marketing goals to align with their content performance.
They should stop posting content on Instagram and update their Facebook content strategy.

A marketer uses a tool to visualize and present their social media data. They aim to make it easy to understand by justifying their strategy to colleagues and clients. What do they use to communicate this?

Campaign highlights
Social media analytics
Key performance indicators
Social media report

Consider the following scenario:

Imagine that a marketer is preparing a social media report. They consider who will read the report and align the report to the needs of that group. The marketer includes information that the group wants to know and adjusts the level of detailed data on specific items accordingly.

What social media reporting practice does this describe?

Tailoring the report to the audience
Delivering the report with the right frequency
Reporting on key performance indicators
Emphasizing campaign highlights

As a marketer, you include an evaluation and explanation of why a campaign may have received certain results. Where should you put this information in the report?

The analysis section
The conclusion
The introduction section
The summary

A marketer uses analytics tools to count the total number of followers gained on each social media platform over a set period of time. What benefit of social media analytics does this describe?

The ability to measure your social media ROI
The ability to create better content
The ability to learn from your competitors
The ability to increase your budget

A marketer uses a Net Promoter Score (NPS) to measure customer loyalty. What does this metric measure?

How many purchases a customer will make within the first six months as a customer
How many people were referred to the website from social media platforms
How much attention a brand receives across social media platforms over a certain period
How likely customers are to recommend a product to a friend on a scale of 1 to 10

As a marketer, you include an evaluation and explanation of why a campaign may have received certain results. Where should you put this information in the report?

The summary
The analysis section
The introduction section
The conclusion

When you deliver a social media report presentation, you should remember to connect with your audience. What does this mean?

Briefly pause between each slide and speak in slow, easy-to-understand sentences
Share your excitement, and include a surprising statistic or favorable customer review
Adjust the discussion according to what is most important to the audience
Be prepared to share only important points should an unexpected event occur

Week 5 – Paid social media

Fill in the blank: A paid social media campaign should be built around reaching one of a company’s _____ on social media.

- most exclusive customers
- competitor’s customers

customer personas

hesitant consumer markets

Fill in the blank: _____ posts can sometimes take days for a company’s audience to view due to platform algorithms, which can cost a company leads.

Paid social media
Frequent social media
Brand-driven social media
Organic social media

What are the benefits of paid social media? Select all that apply.

Reduce influencer-generated content
Increase brand awareness
Target relevant customers
Reach audiences quickly

What are the benefits of organic social media? Select all that apply.

Build relationships
Drive conversions
Promote a company’s brand
Nurture connections

How can paid social media help a company achieve their marketing goals? Select all that apply.

Build nurturing relationships
Boost organic content
Optimize ads with A/B testing
Target ads to lookalike audiences

What does a digital marketer first need to determine before developing a strategy for a paid social media campaign?

Workforce
Products
Cost
Objective

If a company is launching their first paid social media campaign, what kind of platform should they use?

The one that is popular among their competitors
The one that is currently their biggest source of leads
The one that is underutilized
The one that is the most cost-effective

What does a digital marketer need to consider when developing a strategy for a paid social media campaign? Select all that apply.

Set campaign budget
Hire additional staff members
Develop and upload creatives
Define campaign length

What are best practices of a remarketing strategy? Select all that apply.

Untag visitors who have purchased
Limit frequency of ads
Post ads on multiple platforms
Personalize ads

Fill in the blank: When setting a paid social media budget, a company needs to think about how they will create _____.

analytics software
tools
influencer interest
content

What are the most common bidding strategies? Select three.

Cost-per-thousand impressions (CPM)
Cost-per-platform (CPP)
Cost-per-action (CPA)
Cost-per-click (CPC)

Shuffle Q/A

As a marketer, you connect with your audience by using high-quality social media content without paid promotion. What type of social media is this?

Promotional social media
Organic social media
Brand-driven social media
Paid social media

As part of a campaign, you decide to display paid ads to customers who have visited your website. What is this called?

Displaying
Reaching
Remarketing
Targeting

As a marketer, you remarket ads to connect with people who are familiar with a company. What does this paid social media tactic enable you to do?

Increase conversions
Increase the campaign length
Rank higher on feeds
Increase engagement

Why is setting the objective important in developing a paid social media campaign? Select all that apply.

Establishes the types of influencers a company attracts
Helps guide users to a company’s end goal
Ensures a company is tracking the right metrics
Determines how much product a company will sell

Consider the following scenario:

A digital marketer is developing their social media campaign. They need to choose a social media platform. There are so many pros and cons to each platform that it is difficult to determine which one would best serve their campaign.

What advice would you give this marketer on how to select the best social media platform?

They should choose a platform that has been underutilized, so they can establish a new audience base.
They should choose a platform that they are familiar with and have an established audience on.
They should choose a platform that requires a paid social media presence in order to capture a more exclusive audience.
They should choose a platform that limits the creation of organic social media.

When developing a paid social media campaign, a digital marketer will need to develop and upload creatives. What are creatives?

Content that can be promoted in a campaign
Potential predictions in budget cuts
Test ads to determine the viability of a campaign
Metrics that examine clicks and impressions

A marketer considers remarketing to their customers on social media. What two types of remarketing are available?

Click-based and impression-based
Target-based and platform-based
View-based and number-based
Pixel-based and list-based

A marketer considers a campaign’s ad spend, tools, and content creation. What is this an example of?

The benefits of a monthly asset budget
The factors in a social media strategy
The assets in a digital marketing campaign strategy
The components of a paid social media advertising budget

A marketer searches for a bidding strategy to increase conversions and generate value. Which of the following is ideal for these goals?

Cost-per-action (CPA)
Cost-per-tool (CPT)
Cost-per-thousand impressions (CPM)
Cost-per-click (CPC)

Which of the following refers to paid social media?

D: Connecting with an audience through high-quality social media content without paid promotion
Displaying sponsored marketing messages on social media platforms to target an audience
Marketing to a small part of a target audience at a certain time of the day
Getting an audience’s attention only if they search for or follow a brand every day

You’re creating a new campaign and decide to use paid social media. What are the benefits of paid social media? Select all that apply.

Increase brand awareness
Target relevant customers
Reach audiences quickly
Reduce influencer-generated content

Fill in the blank: _____ is ideal for nurturing connections with customers through communication and relationship building.

Business-based social media
Paid social media
Multi-platform social media
Organic social media

A marketer is developing a paid social media strategy. They aim to guide users to the end goal and track the right metrics. What is the first thing they should do?

Create audience engagement posts
Create high-quality videos and images
Clearly define the objective of the strategy
Clearly define the budget of the campaign

A marketer is deciding which social media platforms to use for a new campaign. Which of the following should they consider? Select all that apply.

What platform is the company familiar with
What platform does the company have an established audience on
What platform offers the most competition for the company
What platform has the company never used

What does a digital marketer need to consider when developing a strategy for a paid social media campaign? Select all that apply.

Who is the target audience
What is the campaign objective
What platform should they use
What will be the organic reach

A marketer decides to personalize their ads and limit the frequency of the ads. What is this an example of?

Remarketing strategy best practices
Social media metrics best practices
Business strategy best practices
Paid marketing best practices

What are the components of a paid social media advertising budget? Select all that apply.

Content creation
Payroll
Tools
Ad spend

A business wants to create social campaigns to raise brand awareness, deliver specific messages, and increase engagement. Which bidding strategy is ideal for this?

Cost-per-service (CPS)
Cost-per-ad (CPA)
Cost-per-count (CPC)
Cost-per-thousand impressions (CPM)

Fill in the blank: Targeting relevant customers, increasing remarketing capabilities, and reaching an audience quickly are all benefits of _____.

borrowed social media
paid social media
owned social media
organic social media

Which type of social media is best for raising brand awareness, targeting specific audiences, and driving conversions?

Targeted social media
Brand-focused social media
Paid social media
Organic social media

What types of marketing goals can paid social media help a company achieve? Select all that apply.

Nurturing customer relationships
Targeting specific audiences
Raising brand awareness
Driving conversions

Why is it important to build a social media campaign around one of your customer personas?

It helps you clearly define the purpose of your campaign and increase brand awareness and followers
It helps you track the right metrics and KPIs associated with your campaign when you begin setting up your ads
It helps you to focus on the social media platform that is currently your biggest source of leads
It helps you allocate your budget more effectively because It can get expensive to reach a wide audience with ads

A marketer uploads a list of email contacts to the platform of their choice. What happens next?

Their ads frequently appear on search results pages
Their ads appear on the audience’s feed on the specific platform
Their ads frequently appear on all social media platforms
Their ads track the pages and products the customer views

As a marketer, you post regular high-quality organic content. The posts take a few days to reach your target audience due to the platform algorithm. What is the result of this?

It can increase leads
It can cost leads
It can shorten the campaign
It can increase post ranking

As a marketer, you use paid social media to achieve your marketing goals. What does paid social media allow you to do? Select all that apply.

Optimize ads with A/B testing
Boost organic content
Target ads to lookalike audiences
Build nurturing relationships

Fill in the blank: To achieve your desired results, it is important to clearly define the _____ of your paid campaign.

timeline
budget
purpose
audience

What guides a company’s social media advertising budget?

Metrics from a social media platform
The goals set in a paid social media strategy
The quarterly sales plan
Internal resources

What is organic social media?

Advertising without platform usage
Marketing without paid promotion
Promoting without content creation
Selling without company branding

You’re creating a new social media marketing campaign. Your goal is to increase awareness and conversions and target specific audiences. What type of social media will help you achieve your goals?

Paid social media
Multi-platform social media
Organic social media
Conversion social media

What should a company consider when deciding which social media platforms to use for their campaign? Select all that apply.

Platforms that offer the most competition for a company
Platforms that a company is familiar with
Platforms that a company has not advertised on
Platforms that a company has an established audience on

Which of the following can help marketers allocate a budget more effectively?

Targeting people according to keywords
Using filters to narrow the target audience
Developing and uploading campaign content
Understanding platform dimensions

Fill in the blank: You can use _____ to boost top-performing organic content, so it reaches more people.

funds from your paid media budget
funds from your organic media budget
videos and static images
remarketing tactics

What are the main types of remarketing? Select all that apply.

Impression-based
Click-based
Pixel-based
List-based

What do the goals you set in a paid social media strategy help with?

The marketing strategy
The business goals
The monthly asset list
The social media advertising budget

What are Cost-per-click (CPC), Cost-per-action (CPA), and Cost-per-thousand impressions (CPM) examples of?

Common social media goals
Common advertising metrics
Common remarketing strategies
Common bidding strategies

Course 4 – Think Outside the Inbox: Email Marketing

Week 1 – Introduction to think outside the inbox: email marketing

Fill in the blank: Email marketing is the process of sending messages to a list of existing subscribers to _____.

- gain followers on social media platforms

share information, drive sales, or create community

establish a brand voice
share useful insights about customer behaviors and interactions

How does the lifespan of email affect an email marketing campaign’s effectiveness?

- It allows you to send emails to people for a few months before they change their email addresses.
- It improves the performance of the email marketing strategy because the marketer collects data over a long period of time.
- It makes sending emails to a list easy to use, which requires no prior knowledge or effort.

It provides access to people for longer because they typically use the same email address for an extended time.

A digital marketer evaluates the success of an email marketing campaign by calculating the return on investment (ROI). What do they learn from calculating the ROI?

- How many customers opened the email
- How much time was spent compared to the budget
- The number of impressions gained on social media

How much money was earned compared to what it cost

According to the SMART framework, which of the following goals is considered time-bound?

- Grow brand awareness on social media
- Achieve 5,000 website visits over a few months

Gain 1,000 new subscribers by the end of April

Increase the number of app installs

Which of the following statements is considered a don’t when it comes to email marketing? Select all that apply.

Send the same emails to every single subscriber

Send spam emails

Prioritize quality over quantity
Stick to one length and format without testing

Which of the following are effective ways to segment email marketing lists to ensure specific customers enjoy marketing emails? Select all that apply.

- Segment by name

Segment by gender

Segment by birth month

Segment by timezone

Imagine that a marketer needs to promote a new product. They want to reach customers with a marketing approach that is easy to use, offers built-in insights, and that takes advantage of the long lifespan of email as a medium. What marketing approach should they use?

Email marketing
Brand voice marketing
Subscriber marketing
Consumer marketing

The statistic that more than 4 billion people use email reflect which success factor of email marketing?

Attribution
Return on investment
Lifespan
Number of email users

Email marketers can expect that for every dollar they spend on email marketing, they will earn 42 dollars. This best describes what concept?

Narrative context
Key performance indicator (KPI)
Return on investment (ROI)
Search engine optimization (SEO)

Which of the following factors does a SWOT audit help a company analyze? Select all that apply.

Threats
Strengths
Opponents
Weaknesses

Fill in the blank: A SMART goal is specific, measurable, attainable, relevant, and _____.

trustworthy
time bound
thoughtful
true

Fill in the blank: When setting a goal, it is important to consider who is involved, the reason or purpose behind it, and the requirements and constraints. This helps to ensure the goal is _____.

specific
relevant
attainable
time bound

Which of the following statements is considered a do when it comes to email marketing? Select all that apply.

Stick to the same format without testing anything new
Test various formats, lengths, links, and images in emails
Send the same emails to every single subscriber
Segment email subscriber lists

Which term best describes unsolicited and unwanted email sent out in bulk to a broad recipient list?

Discard
Waste
Spam
Trash

Which term describes dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history?

Linking
Segmenting
Blending
Partitioning

Why should a company avoid sending the same emails to every single one of their subscribers?

If subscribers are sent all the same emails, they might not learn about the company’s backstory.
If subscribers are sent all the same emails, they might buy too many products.
If subscribers are sent all the same emails, they might receive an email they do not identify with and unsubscribe.
If subscribers are sent all the same emails, they might click on the hyperlinks included.

Shuffle Q/A

A company uses email marketing to promote its products because it offers a high return on investment. What other benefit makes email marketing an effective tool?

Once you have a customer’s email address, you can email them at no cost, making email marketing a low-cost tool.

Emails have a long lifespan which means recipients make purchasing decisions faster than on other platforms.
Over half the world’s population uses email, which means it is a wide-reaching tool for promoting products or services.
Automation gives the company control over the campaign’s design, formatting, and hyperlinks.

The fact that 50% of people use the same email for ten years or more reflects which success factor of email marketing?

Number of email users
Ease of use
Lifespan
Insights

How can a company analyze the political, economic, social, technological, legal, and environmental factors that may affect their marketing strategy?

Conduct a SMART audit
Conduct a SWOT audit
Conduct an ATTRIBUTION audit
Conduct a PESTLE audit

When setting campaign goals, you ensure that the goals align with the company’s values and overall goals. What element of the SMART framework did you apply when creating your campaign goals?

Goals should be specific
Goals should be relevant
Goals should be time-bound
Goals should be reasonable

When creating a campaign goal, you add a deadline to indicate when you should reach the goal. Why is it necessary for you to set time-bound goals?

It proves that the goal aligns with company values and overall goals
It ensures that the goal is realistic and you can achieve it
It provides evidence that the campaign will be successful
It helps to evaluate whether you are making progress at a reasonable speed

A marketer sends monthly emails about exciting industry updates. Their goal is to deliver emails that are a valuable resource to recipients without overwhelming them. What email marketing tactic does the marker use?

Segment email lists
Send an email per day
Prioritize quality over quantity
Test various formats

A digital marketer retains valuable subscribers by only sending them relevant emails. What email marketing recommendation did they follow?

Email several times a week to stay relevant
Do not send the same emails to every single subscriber
Use the same email length and images for consistency
Prioritize the number of emails over the quality

A digital marketer creates monthly emails with interesting stories their subscribers enjoy reading. What email marketing best practice does the marketer use?

Focus on delivering quality content instead of frequent content
Send the same email to all email subscribers
Prioritize appearing in inboxes and reminding customers of their brand
Use segmentation to personalize their emails

If a company has a high return on investment (ROI), which of the following scenarios is likely true?

The company made less money from a campaign than they spent on email marketing.
The company made half the money from a campaign than they spent on email marketing.
The company made more money from a campaign than they spent on email marketing.
The company made exactly the same amount of money from a campaign that they spent on email marketing.

When creating a brand’s email marketing strategy, you aim to identify any external factors that may affect the process. What research helps you examine the brand’s external context?

A PESTLE audit
A SWOT audit
An environmental audit
An external audit

What is an example of a specific goal a marketer might consider?

Gain new subscribers by the end of the month
Create a successful email marketing campaign
Increase the number of sales by 50% in the next six months
Achieve 1,000 new app downloads in the next few months

Fill in the blank: Setting goals that are _____ helps inform a company if it is making progress at a good rate.

reasonable
time bound
relevant
measurable

When creating an email, a digital marketer links website content they have not previously included. Which marketing best practice is this an example of?

Use testing to learn what works best
Stay top-of-mind
Quality over quantity
Segment your lists

Which of the following should be avoided to ensure recipients do not think a company’s email is spam? Select all that apply.

Use various formats, lengths, links, and images
Use dramatic phrases
Appear in inboxes several times a week
Include too-good-to-be-true offers

Why is segmenting an effective email marketing strategy?

Segmenting allows a company to target tailored emails to specific people to ensure the customers will enjoy them.
Segmenting allows a company to send interesting emails to all subscribers to ensure customers will enjoy them.
Segmenting allows a company to send emails to generalized groups of people to ensure customers will enjoy them.
Segmenting allows a company to schedule emails to be sent daily to ensure customers will enjoy them.

A company sends branded emails to a subscriber list. The emails include the company’s latest products and discount codes for online orders. Why did the company choose email marketing to promote its products?

It is a useful tool that relies on the manual design, formatting, and hyperlinking of emails.
It is an effective tool for promoting products to potential, new, and existing customers.
It is a helpful tool because it targets niche audiences that may be important to the brand.
It is a useful tool that offers a $2 return on investment for every dollar spent.

How can an inexperienced, entry-level marketer create an effective email campaign?

They experiment with email marketing tools and rely on common email templates.

They can edit emails after sending them, which offer flexibility to make changes at any time.
They use several email automation tools to simplify the process and build an effective campaign.
They generate a high return on investment which increases the campaign budget and staff.

Which of the following are ways a company uses return on investment (ROI)? Select all that apply.

To monitor data
To learn the ratio of net income and investment
To evaluate the efficiency of an investment
To determine touchpoints customers interact with before taking action

While creating an email marketing strategy, you conduct an analysis to identify the brand’s core strengths and mission. What analysis helps you learn more about the brand?

BRAND audit
SWOT audit
PESTLE audit
SMART audit

A sales-driven e-commerce store with a high volume of monthly orders wants to increase their online sales by 25%. What element should they consider to make this a SMART goal?

Specific
Time-bound
Relevant
Measurable

When creating an email marketing campaign, you set a standard for how you will present your brand and maintain that standard in all customer communications. Which marketing best practice is this an example of?

Stay top-of-mind
Quality over quantity
Quantity over quality
Segment your lists

A digital marketer promotes a business by sending several emails per week. The emails offer promotions that seem unbelievable and the marketer notices a low email engagement rate. What tip will likely increase their email engagement rate?

Include a better call to action

Use the same format for consistency
Do not spam and avoid making your emails appear to be spam
Do not send different emails to every single subscriber

A surf shop creates an email campaign to target customers aged 25-45 who are interested in paddleboarding and other ocean activities. What email marketing best practice will help them target these customers?

Use a single email design throughout the campaign
Segment email lists by age and gender
Mention paddleboarding or ocean activities at the end of each email
Segment email lists by age and location

Which of the following is an effective tool for promoting services, products, goods, and stories to potential, new, and existing customers?

Brand marketing
Email marketing
Data marketing
Customer marketing

Why should you segment subscribers in an email marketing list?

It allows you to send the same email to every subscriber.
It allows you to provide more context for your hyperlinks.
It allows you to send tailored emails to specific people.
It allows you to set a standard and define what quality means for the brand.

Which of the following could be considered quality content included in an email marketing campaign? Select all that apply.

Content that offers too-good-to-be-true offers
Interesting content and images
Content that teaches customers something
Content that enriches customers’ lives in some way

Fill in the blank: _____ are discovered through research or data analysis and can be used to inform an email strategy.

Insights
Key performance indicators (KPIs)
Audits
Attributions

A digital marketer creates an email to offer customers a discount on their fifth purchase. What email marketing best practice will help them target these customers?

Send the same email to all email subscribers in which you tell them about your promotion
Share interesting and beautiful images based on customers’ interests
Segment the email subscriber list according to the total number of orders
Consider sending multiple emails per day to stay top-of-mind

How can a company prioritize quality over quantity in their email marketing campaigns?

Define what quality means for the brand or team, and stick to it
Stick to the same format for every email without testing
Send junk email out in bulk to a broad recipient list
Send 10 emails per day to every single subscriber in their database

Fill in the blank: If there is evidence to prove whether a goal was successful or not, that goal is _____.

specific
relevant
measurable
attainable

Fill in the blank: Segmenting email subscriber lists and testing various formats, lengths, links, and images in emails are examples of _____.

marketing audits
email marketing
marketing do’s
marketing don’ts

Which of the following outcomes are likely if a company uses dramatic language or too-good-to-be true offers in their email marketing campaigns? Select all that apply.

Emails will increase sales.
Emails will never be received.
Emails will end up in their customers’ spam folder.
Emails will increase subscribers.

Week 2 – Types of email marketing

A marketer creates an email to attract new customers. They include a brief description of their offering and its value to the customers. They also add a “Click here” button and write a funny subject line to encourage customers to click on the email. What additional best practice should they follow to create a successful acquisition email?

- Include information about recent management changes at the company

Offer recipients something, such as a free trial or educational information

Add additional calls to action for recipients to choose from, such as “Learn more” and “Buy now”
Assume that recipients know about the business and its products

Which of the following are examples of content you would likely find in an email for a furniture company’s marketing campaign? Select all that apply.

The subject line “Discount Code For 20% Off Inside!” for a new promotion on desks.
The headline “For The Remote Worker” along with an image of an office chair and a link to a landing page where customers can purchase the chair.
A collection of pictures of the company picnic attached to an employee email.
An email asking a customer “How was shopping with us?” with a scale from 1 to 10 for customers to rate the experience.

Which of the following are effective ways to use an acquisition email? Select all that apply.

Thank first time subscribers or customers who have purchased a product
Offer items like downloadable guides, product catalogs, PDFs, or free trials
Demonstrate to customers the value of a product or service
Offer a quick overview of what a product or service will provide

Which of the following marketing emails serve as a virtual first impression a company makes with a customer?

Retention email
Welcome email
Newsletter
Promotional email

Fill in the blank: A wellness company includes external resources, like articles featuring anxiety-reducing breathing exercises, in a _____.

promotional email
cart abandonment email
newsletter
feedback email

Which type of emails get the word out about special offers, limited time deals, or exclusive content?

Customer emails
Launch emails
Promotional emails
Acquisition emails

What is the purpose of sending a cart abandonment email to a customer?

Encourage the customer to purchase the item they left behind
Share external articles about relevant and interesting information
Enroll the customer in the company newsletter
Provide the customer with information about a new product

Fill in the blank: Sending a special offer to customers who are not engaging with a company’s newsletters is an example of a _____.

welcome email
cart abandonment email
retention email
promotional email

Which of the following types of email fall into the loyalty bucket of the marketing funnel? Select all that apply.

Acquisition emails
Promotional emails
Retention emails
Newsletters

Which of the following is an example of email copy? Select all that apply.

A call to action
Raw data about how customers feel about a brand
Images and product descriptions
A brief summary that tells customers the story of the brand

Which of the following marketing emails should include a call to action? Select all that apply.

Retention email
Welcome email
Internal email
Acquisition email

Shuffle Q/A

Which of the following are common types of email marketing? Select all that apply.

Company event emails
Retention emails
Acquisition emails
Newsletters

Imagine that a cosmetics company shares an interactive email inviting potential new customers to match products to suit their own skincare needs. What is this an example of?

Acquisition email
Discount code
Educational email
External resource

Which of the following best describes the content of a good welcome email?

An incentive to buy the company’s product and a direct call-to-action
A personal note from the founder and an incentive to buy the company’s product
A direct call-to-action and a brief summary of the company’s background
A brief summary that tells customers what makes your brand unique, and a call-to-action

Fill in the blank: _____ are a versatile feature of email marketing used in several stages of the marketing funnel.

Follow-up emails
Acquisition emails
Welcome emails
Newsletters

What are promotional emails commonly used for?

To share product prices, features, and details
To ask questions and gather feedback from customers
To speed up the buying process and create new or repeat customers
To test different headlines for future emails

Why are follow-up emails an effective tactic to increase customer loyalty?

It shares helpful information and resources about the product and its features.
It makes customers feel heard and appreciated.
It gives customers access to exclusive customer service tools.
It summarizes what makes the business and its products unique.

A marketer sends follow-up emails to customers after they make a purchase. What do they ask customers to do in the follow-up email?

Confirm when they will order from the business again
Provide feedback on their shopping experience
Buy again, using a promotion included in the email
Share their social media usernames

Why would you create a newsletter to target customers in the loyalty stage?

Newsletters help brands find and acquire new customers.
Newsletters are the only type of email marketing that targets the loyalty stage.
Newsletters target customers interested in learning more about a brand.
Newsletters offer personalized content and encourage repeat purchases.

Which of the following types of marketing emails fall into both the consideration and loyalty stage of the marketing funnel?

Promotional emails
Acquisition emails
Welcome emails
Retention emails

Why would a business send welcome emails?

To build interest in a brand and find new customers
To encourage customers to sign up for a rewards program
To get feedback about the customer experience
To connect with new customers or subscribers

Fill in the blank: Acquisition emails and newsletters are both examples of _____.

email marketing
brand voice
key performance indicators (KPIs)
brand sentiment

What type of email should a new company send out as a marketing strategy to gain new customers?

Acquisition email
Cart abandonment email
Newsletter
Retention email

Why do marketers send welcome emails in the consideration stage of the marketing funnel?

Because users are regular customers who want to read interesting stories about the business
Because users have subscribed to the business’s marketing emails and are interested in more information
Because users have made a purchase and may be interested in promotional offers
Because users are unfamiliar with the business and do not know what they are searching for

A digital marketer creates an email newsletter that contains relevant information about its product. However, only a few subscribers click on the call-to-action button. What recommendation will help the marketer increase the effectiveness of the newsletter?

Instead of sharing information about current events, share information about the company and tell its story.
Instead of selling a product, include articles or trending topics relevant to the subscriber’s lifestyle.
Design a new email that differs from the brand’s style.
Share product and service information instead of the latest trends.

Fill in the blank: A grocery store delivery app that sends an email with a code for free delivery is an example of a _____.

promotional email
feedback email
brand email
service email

Imagine a company’s customers frequently leave items in their cart. What could the company do to encourage a customer to purchase the items they’ve left behind?

Send the customer a welcome email.
Send the customer a cart abandonment email.
Provide the customer with information about a new product.
Send the customer a happy birthday message.

Which of the following is an example of a retention email? Select all that apply.

Offering a glimpse into what a product or service will give customers
Sending a special offer to customers who are not engaging with newsletters or promotional emails
Providing customers with some new or educational information
Sending a follow-up email after a customer makes a purchase asking for feedback

What is an example of relevant information you can include in an email newsletter?

Information about why customers abandon their carts
Information about how the business earned new customers
Information about a new product or service the business is launching
Information about a business’s access to customer information

Fill in the blank: The text in the main content of an email is called email _____.

hashtag
body
script
tweet

Fill in the blank: A _____ is a concise instruction included in a promotional email that tells the customer what to do next.

return on investment
key performance indicator (KPI)
call to action
final value

A marketer creates an acquisition email. They include a product catalog and a banner offering customers free shipping on their first order. They also include unique and catchy email copy. What additional email best practice will help the marketer create a successful acquisition email?

Include “Acquisition email” in the subject line
Update the copy to match what other businesses are using
Target customers who have prior knowledge of the business
Add a clear call-to-action such as “Order now”

Which of the following are reasons a company might want to send a newsletter? Select all that apply.

To announce the launch of a new product or service
To remind a customer to purchase something they left in their cart
To share external resources, like articles that might be relevant or interesting to customers
To introduce a new update from the company that subscribers would want to know about

A marketer notices low engagement with their newsletters and promotional emails for a segment of customers. What can they do to encourage these customers to engage with the brand?

Send them a company brochure
Send them a special offer
Send them a cart abandonment email
Send them trending topics related to their lifestyle

What type of follow-up email does a company send after a customer makes a purchase asking for feedback on that customers’ shopping experience?

Retention email
Welcome email
Internal email
Newsletter

A digital marketer creates a promotional email that only a few recipients open. What tip will help them write better subject lines that recipients want to open?

Introduce or tease the promotion in the subject line
Avoid mentioning the promotion until the body copy
Include a brief description of the product or service
Include “Promotional email” in the subject line

A marketer creates an email campaign to inform customers about their latest products and offers. What common type of email marketing did they use?

Discount emails
Promotional emails
Event emails
Acquisition emails

Which of the following is an example of useful information to include in an acquisition email?

A downloadable customer experience survey
A downloadable guide or product catalog
A note to say thank you for making a purchase
A link to a business’s loyalty program

A marketer creates a welcome email. In the body copy, they use a conversational tone to encourage customers to click the call-to-action button. What information should they include to make this an effective welcome email?

A survey that asks customers to rate their buying experience.
A summary of what makes the brand unique.
Two to three additional call-to-action buttons.
A subject line that includes “Welcome email.”

When creating a newsletter, how can you attract a customer’s attention?

Use catchy and clever writing
Use old newsletters with updated subject lines
Use an assertive and formal tone
Use content that is strictly about the company

Which of the following are reasons a company might want to send a promotional email? Select all that apply.

To announce the launch of a new product or service
To offer free, downloadable content for a holiday
To celebrate a customer’s birthday by offering 10% off their next order
To thank customers for downloading their app

A marketer sends retention emails to customers after they make a purchase. The email uses inviting language and includes each customer’s name in the subject line and body copy. What best practice should they consider before sending the email?

Request information such as their occupation and address
Provide educational resources the customer will enjoy
Include the brand’s story and a message from the founder
Clarify what the customer should do with a clear call to action

A digital marketer creates a promotional email and notices a low click-through rate. What recommendation will help them create a successful promotional email?

Include a brief description of the product or service
Mention the promotion at the end of the email
Include information about the business, its services, and its history
Keep the body of the email brief and relevant, with a clear call to action

What common type of email marketing is used to attract and gain new customers?

Acquisition emails
Newsletters
Promotional emails
Welcome emails

Which of the following are effective ways to use a welcome email? Select all that apply.

Encourage customers who have downloaded an app to use the app for the first time.
Encourage customers to buy a product by including a discount code.
Share external resources, like articles that might be relevant or interesting to customers.
Thank first time subscribers or customers who have purchased a product.

Promotional emails, retention emails, and newsletters all fall into which marketing funnel stage?

Consideration
Awareness
Loyalty
Conversion

Fill in the blank: A subtle button in a welcome email that says “Get Started” is an example of _____.

a newsletter
an email body
a call to action
a virtual first impression

What type of email should a new company send out as a marketing strategy to gain new customers?

Cart abandonment email
Acquisition email
Retention email
Newsletter

A marketer creates a retention email to target customers after they make a purchase. They use inviting language in the email and include a clear call to action. What retention email component can they add to increase its effectiveness?

Provide an updated product list in the email
Personalize the email according to the customer
Summarize what makes the business unique
Ask customers, “Who are you shopping for?”

A marketer sends regular newsletters to customers. They include relevant content about the company and its products. What additional content should they include in their newsletters?

Links to employees’ social media pages
Resources such as articles relevant to the subscriber’s lifestyle
Links to several external sites created by the business
Surveys with questions to learn more about the customer

Week 3 – Useful tools for email marketing

As a digital marketer, you are building an email list for an upcoming campaign. How can you use search engine marketing to help build your list?

- Share social media links that encourage people to follow the brand’s page
- Ask for referrals in return for a discounted offer

Offer a discount in the ad that encourages people to subscribe to the list

Add a prompt on a website that encourages people to share their email

Which of the following best describes email segmentation?

- Combining email lists to save money on the email marketing platform

Dividing email lists into small groups based on criteria

Dividing email lists into equal groups to more efficient email sends
Combining email lists for better organization

You’re writing an email and you consider what you are offering the reader. Where should this information go in your email?

- Body text

Subject line

Sign off
Conclusion

When writing an email, you refer to the audience as you, your, or yours. You use a code that allows you to insert unique user data, such as their name. What is this code referred to as?

- Subject tags or title tags

Merge tags or personalization tags

Name tags or subject tags
Customization tags or name tags

As a digital marketer, you would like to use software and technology to manage email processes automatically. Which practice should you implement?

- Email marketing spam protection
- Email marketing conversion

Email marketing automation

Email marketing personalization

You accidentally send an email that reads “Happy birthday, [First name]!” What email marketing mistake is this an example of?

- Sending a duplicate email

Sending an email with personalization mistakes

Sending an email to the wrong segmented list
Sending an outdated email

What can marketers include in an email marketing campaign to craft the narrative and communicate a story?

- The reason for sending the email to customers and the motivation behind it
- Language that shows gratitude to the customers and a spunky and thankful tone

Details such as who came up with the idea for the product and what motivated them

Bright and enthusiastic tone and language that gets the reader excited

As a digital marketer, you are tasked with trying to make more sales through the email list. What strategies can you use to build the email list? Select all that apply.

Website prompt
Focus group
Social media advertising
Search engine marketing

Fill in the blank: _____ is the practice of dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history.

Separating
Operating
Segmentation
Summarization

As a digital marketer, you are dividing your email list by demographics. Which of the following best represents demographics?

Climate, population, language
Purchasing habits, spending habits, brand loyalty
Age, gender identity, family status
Lifestyle, values, hobbies

Which of the following represents an email call-to-action?

“Hi there!”
“Try it free now!”
“One reason we created the product…”
“Here’s a short story:”

As a digital marketer writing an email, which point of view is it generally recommended to write in?

Third person
Second person
First person
Fourth person

Which of the following is true regarding using automation in email marketing?

You can use it to assist with multiple tasks.
You can only use it to send automatic welcome messages.
You can only use it to track engagement of each subscriber.
You can only use it to segment your list.

As a digital marketer choosing an email marketing tool, you are deciding between HubSpot, Mailchimp, and Salesforce. What can these tools assist you with?

Graphic design
Grammatical check
Automation
Website conversions

As a digital marketer, you accidentally send an email to a group of non-customers instead of to a group of previous customers. This is an example of what email marketing mistake?

Sending duplicate emails
Sending with personalization mistakes
Sending a broken link
Sending to the wrong segmented list

Fill in the blank: In the context of email marketing, quality _____ is a process to ensure that the email you send does not have mistakes and errors.

review
planning
send
control

Imagine you are writing an email to tell customers about a new product. You make the email exciting, bright, and enthusiastic. This represents which tip for writing effective emails?

Add a call to action in your email.
Determine the purpose of your email.
Craft the narrative in your email.
Set the tone of your email.

Shuffle Q/A

As a digital marketer, you are building a list of recipients for an email marketing campaign. What can you use to build this email list?

Display ads and referrals
Likes and follows
Customer addresses
Customer surveys

Why would a marketer segment their email marketing lists?

To offer customers the same deals according to interest, location, or purchase history
To divide the list into smaller groups based on criteria like interest, location, or purchase history
To create the same content for all customer based on interest, location, or purchase history
To encourage customers to visit a website for the first time and make a purchase immediately

As a digital marketer, you are dividing your email list by behavioral data. Which of the following best represents behavioral data?

Spending habits, browsing habits, brand loyalty
Climate, population, language
Lifestyle, values, hobbies
Age, gender identity, family status

As a digital marketer writing an email, what question should you consider to help write the subject line?

What should the reader do after reading the email?
What are we offering the reader?
Why should the reader care?
How long is the email?

When writing an email, you highlight a product by discussing its benefits instead of its features. What is this an example of?

Body text topics
Email signature suggestions
Email writing best practices
Sign-off templates

What can the Mailchimp, HubSpot, and Salesforce tools assist with?

Automation
Website conversions
Grammatical check
Graphic design

Mistakes happen in email marketing, such as sending an email to the incorrect segmented list. What process can marketers follow to prevent mistakes from happening?

Quality send
Quality planning
Quality review
Quality control

How can marketers set the tone of an email marketing campaign?

Add details such as who came up with the idea for the product
Reflect on the purpose and narrative and what voice aligns with it
Consider the reader’s perspective and ask what kind of narrative they prefer
Ask why they are sending an email in the first place

What strategies can an email marketer use to build an email list? Select all that apply.

Customer survey
Referral
Website prompt
Display advertising

What is the practice of dividing an email subscriber list into smaller groups based on criteria like interest, location, or purchase history?

Summarization
Operating
Segmentation
Separating

What should you consider when segmenting an email list according to psychographics?

It targets people over a certain age.
It is the most reliable type of data.
It is more likely to change frequently.
It is based on fairly consistent information.

You’re writing an email and you include “Try it for free now” after your body copy. What is this an example of?

Sign-off button
Shop button
Call-to-action button
Subject button

What can a marketer use to simplify the email marketing process and ensure a campaign stays organized?

Email marketing automation
Email marketing conversion
Email marketing personalization
Email marketing spam protection

Which of the following are examples of email marketing tools? Select all that apply.

Mailchimp
Search Console
HubSpot
Hootsuite

What is an example of a personalization mistake in email marketing?

Sending an email that reads “Happy birthday, [First name]!”
Sending an email with a URL that is spelled incorrectly
Sending an email that hyperlinks to an external website with an error message
Sending an email to a younger age group instead of an older age group

As a digital marketer, you are setting up a process to ensure that the email you send does not have mistakes. What is the name of this quality process?

Quality send
Quality control
Quality planning
Quality review

Before writing an email, you think about why you are sending the email to identify the motivation behind it. This represents which tip for writing effective emails?

Add a call to action in your email
Set the tone of your email
Determine the purpose of your email
Craft the narrative in your email

As a digital marketer, you segment your email list according to spending habits, browsing habits, and brand loyalty. What are these characteristics referred to as?

Behavioral data
Psychographic data
Demographic data
Geography data

What tool helps marketers manage every part of an email marketing campaign, from sending a large volume of targeted emails to tracking insights?

Design
Automation
Conversions
Checking

Fill in the blank: A _____ process might include creating a checklist that ensures you’re using the correct format, content, personalization tags, and anything else you may want to be careful about.

consistency check
accuracy review
performance indicator
quality control

As a digital marketer, you are building an email list for an upcoming campaign. How can you use search engine marketing to help build your list?

Customer addresses
Customer surveys
Likes and follows
Website prompts and customer surveys

As a marketer, you want to separate your email subscriber list into groups based on interest, location, or purchase history. What helps you achieve this?

Summarization
Operating
Segmentation
Separating

As a digital marketer, you segment your email list according to age, gender identity, and family status. What are these characteristics referred to as?

Geography
Psychographics
Behavior
Demographics

A marketer is searching for a free email marketing automation tool that offers several features. They intend to try automation first before paying for it. Which of the following best suits their requirements?

HubSpot
Search Console
Hootsuite
Mailchimp

As a digital marketer, you accidentally send out an email with the wrong product page URL to your list. This is an example of what email marketing mistake?

Sending to the wrong segmented list
Sending with personalization mistakes
Sending a broken link
Sending duplicate emails

What can marketers do to ensure that emails are sent to customers without any errors?

Create a quality control checklist
Create a quality planning document
Create a quality send script
Create a quality review template

How can marketers determine the purpose of an email marketing campaign?

Communicate in a tone that is courteous and helpful in some way
Reflect on the reader’s perspective and what kind of narrative they prefer
Add details such as who came up with the idea for the product
Consider why they are sending an email in the first place

As a digital marketer, you are dividing your email list by psychographic characteristics. Which of the following best represents psychographic characteristics?

Age, gender identity, family status
Purchasing habits, spending habits, brand loyalty
Climate, population, language
Lifestyle, values, hobbies

Which of the following best describes a merge tag or personalization tag?

A code that combines email lists for efficiency
A code that deletes similar emails before a recipient reads it
A code that allows the writer to insert unique user data
A code that sends emails automatically to recipients based on previously opened emails

In the context of email marketing, what is the process to ensure that the email you send does not have mistakes?

Quality control
Quality send
Quality planning
Quality review

You’re writing an email and you consider how the content helps the reader. Where should this information go in your email?

Body text
Sign off
Conclusion
Subject line

Fill in the blank: In email writing, you should always address your readers by using _____ language. This point of view is used for giving directions, offering advice, or providing an explanation.

third person
second person
first person
fourth person

Common email marketing mistakes include sending a broken link. What is an example of this kind of mistake?

Sending an email with the wrong product page URL
Sending an email to the incorrect age group
Sending an email with a “Happy holidays” message in February
Sending an email that reads, “Happy birthday, [First name]!”

Week 4 – Collect and analyze email campaign data

As a digital marketer, you learn how engaged your subscribers are. You divide the number of people who opened the email by the number who received the email. What metric did you calculate?

Open rate

Click-to-open rate
Conversion rate
Subscribe rate

How do you calculate the conversion rate of an email?

Number of conversions / number of emails delivered

Number of emails delivered / number of conversions
Number of people who opened the email / number of emails delivered
Number of emails delivered / number of people who opened the email

As a marketer, you create email marketing reports to inform stakeholders how a campaign is performing. In the report, you tell a story related to the campaign’s metrics to capture their attention. Which of the following should you avoid when creating a report?

- Using a report directly from an automation software
- Visuals such as graphs and charts

Jargon and technical language

Sharing unsuccessful results

Fill in the blank: _____ are quantifiable measurements used to track and assess a business objective.

Data
Metrics
Standards
Rates

Why are KPIs metrics, but not all metrics are KPIs?

Because there may be more KPIs than metrics available
Because KPIs can be more costly than metrics
Because management or the stakeholders may change the KPIs mid-campaign
Because it depends which metrics are important to the email campaign’s success

Which metric do you use for the following calculation: number of people who open the email / number of people who received the email?

Forward rate
Click-to-open rate
Open rate
Unsubscribe rate

As an email marketer, you are determining how many people clicked on one or more links in an email. Which calculation should you use?

Number of unique opens / total clicks
Total clicks / number of unique opens
Number of total opens / total clicks
Total clicks / number of unique clicks

What is the term for the percentage of emails sent that could not be delivered to the recipient’s inbox?

Email bounce rate
Email denied rate
Email complaint rate
Email spam rate

As a digital marketer, you are determining the purchase conversion rate for an email send. You sent the email to 32,967 recipients. 9,745 opened the email. 2,411 clicked on the ad link. 403 made a purchase. What is the conversion rate calculation for the email send?

403 / 2,411
403 / 9,745
32,967 / 403
2,411 / 403

As a digital marketer, you are calculating the return on investment (ROI) on an email send. The total revenue was $21,648 USD. The total cost was $867 USD. What is the calculation for ROI?

($21,648 / $867) x 100
($867 x 100) / $21,648
($21,648 x $867) / 100
($867 / $21,648) x 100

What is the calculation for the list growth rate metric?

[(new subscribers – unsubscribes) / total number of email addresses] x 100
[(unsubscribes – new subscribers) / total number of email addresses] x 100
[(total number of email addresses – unsubscribes) / new subscribers] x 100
[(total number of email addresses – new subscribers) / unsubscribes] x 100

Which of the following are recommendations for the email marketing report? Select all that apply.

Include jargon and technical language to display expertise.
Exclude mentioning areas for improvement to keep the presentation positive.
Make the presentation more visual with graphs and charts.
Include a collection of KPIs that represent the campaign’s progress.

When giving a presentation on email marketing metrics, you create a formal and structured presentation for your external client. The external client is not familiar with the metrics, so you include few abbreviations and avoid jargon. Which tip for presenting does this represent?

Allow for pauses.
Be concise.
Know your audience.
Speak clearly and slowly.

Shuffle Q/A

A digital marketer creates an email marketing report. They analyze different metrics, data, and the relationship between them. Which of the following refers to metrics and data?

Metrics are data without additional context
Data are metrics with additional context
Metrics are data with additional context
Metrics and data are the same concept

Fill in the blank: _____ are the metrics you prioritize to determine your email marketing campaign success.

Insights
KPIs
Reports
Data

A marketer divides the number of total clicks by the number of unique opens. What email marketing metric does this calculation determine?

Conversion rate
Subscribe rate
Click-to-open rate
Open rate

As a digital marketer, you regularly check your email list and remove any inactive emails. What does this practice help with?

Reducing the complaint rate
Selling more products
Gaining new subscribers
Avoiding a high bounce rate

A marketer creates an email marketing campaign for a new product launch. They send an email to 40,700 people. 9,541 opened the email. 8,552 clicked on the ad link. 3,021 made a purchase. The marketer needs to know the percentage of email recipients who took the desired action. How should they calculate the conversion rate?

3,021 / 9,541 (number of conversions / number of opens)
40,700 / 3,021 (number of recipients / number of conversions)
8,552 / 3,021 (ad clicks / number of conversions)
3,021 / 8,552 (number of conversions / ad clicks)

As an email marketer, you determine whether your efforts are increasing sales dollars. How would you calculate the return on investment (ROI)?

(total revenue / total spent) x 100
(total spent x 100) / (total revenue)
(total spent / total revenue) x 100
(total revenue x total spent) / (100)

A digital marketer calculates their email list growth rate for the holiday season. The list gained 2,523 new subscribers. It had 190 unsubscribes. The list total is 81,731 subscribers.

How do they calculate the list growth rate?

[(2,523 – 190) / 81,731] x 100
[(190 – 2,523) / 81,731] x 100
[(81,731 – 2,523) / 190] x 100
[(81,731 – 190) / 2,523] x 100

As a marketer, you include KPIs representing a campaign’s progress and use graphs to communicate information visually. When is this approach particularly important?

When requesting an increase in budget for an email marketing campaign
When presenting information about an email marketing campaign’s progress
When assessing campaign success levels for an email marketing campaign
When sharing unsuccessful results about an email marketing campaign’s progress

A digital marketer creates a presentation for stakeholders. Before the presentation, they consider the audience and gather some information about them before the presentation. How will knowing their audience help them deliver an engaging presentation?

It determines when they should transition between sections in the presentation.
It allows them to adjust the tone and content to suit the audience.
It makes it easier to maintain eye contact for 10 seconds at a time.
It allows them to include quotes and photos of the audience in the presentation.

Which of the following is true of key performance indicators (KPIs)?

KPIs are data, but not all data is KPIs.
Data is KPIs, but not all KPIs are data.
KPIs are metrics, but not all metrics are KPIs.
Metrics are KPIs, but not all KPIs are metrics.

As a digital marketer, you notice a high open rate for an email marketing campaign. What might this indicate?

You sent the email to a small group of people.
You have written effective subject lines.
You should rewrite the subject lines.
The email body copy is engaging.

Fill in the blank: _____ is the percentage of emails sent that could not be delivered to the recipient’s inbox.

Email spam rate
Email bounce rate
Email complaint rate
Email denied rate

How do you calculate the conversion rate of an email?

Number of conversions / total ad interactions
Total ad interactions / number of people who opened the email
Number of people who opened the email / total ad interactions
Total ad interactions / number of conversions

What is the calculation for return on investment (ROI)?

(total revenue x total spent) / (100)
(total revenue / total spent) x 100
(total spent x 100) / (total revenue)
(total spent / total revenue) x 100

A digital marketer prepares to present campaign data to a large group. They are nervous about the presentation and want to avoid speaking too quickly. When is a good opportunity to briefly pause during the presentation and slow their pace? Select all that apply.

When they would like to share a story unrelated to the data
When asking the audience a question
When transitioning to a new section in the presentation
When greeting the audience at the start of the presentation

A marketer works with data and metrics. Which of the following refers to the relationship between data and metrics?

Data is a number, and metrics are the quantitative measurement of data.
Data is a number, and metrics are the qualitative measurement of data.
Metrics are numbers, and data is the qualitative measurement of metrics.
Metrics are numbers, and data is the quantitative measurement of metrics.

A marketer creates an email marketing campaign for the holiday season. They send an email to 12,500 people. The email receives 3,722 total clicks, 6,245 opens, and 6,112 unique opens. They are interested to know how the subscribers engaged with the email and decide to calculate the click-to-open rate.

How should they determine this metric?

3,722 / 12,500 (total clicks/number of recipients}
6,112 / 12,500 (number of unique opens/number of recipients)
3,722 / 6,112 (total clicks/number of unique opens)
3,722 / 6,245 (total clicks/number of opens)

As a digital marketer, you are calculating the percentage of emails that did not get delivered to the recipient’s inbox. What metric are you calculating?

Email denied rate
Email bounce rate
Email complaint rate
Email spam rate

You sent an email to 111,714 recipients. 28,045 opened the email. 9,772 clicked on the ad link. 2,291 made a purchase. How would you calculate the conversion rate?

9,772 / 111,714 (ad clicks / number of recipients)
2,291 / 9,772 (number of conversions / ad clicks)
9,772 / 28,045 (ad clicks / number of opens)
111,714 / 28,045 (number of recipients / number of opens)

As a digital marketer, you manage an email marketing campaign. How do you calculate the list growth rate?

[(total number of email addresses – unsubscribes) / new subscribers] x 100
[(unsubscribes – new subscribers) / total number of email addresses] x 100
[(new subscribers – unsubscribes) / total number of email addresses] x 100
[(total number of email addresses – new subscribers) / unsubscribes] x 100

A digital marketer calculates the percentage of email recipients who clicked on one or more links in an email out of the total number of unique opens. What metric is this?

Open rate
Subscribe rate
Conversion rate
Click-to-open rate

As an email marketer, you need to determine if your efforts are increasing sales dollars. What metric calculates the ratio of money made and money spent?

Forward rate
Conversion rate
Return on investment (ROI)
Growth rate

As a digital marketer, you are calculating your email list growth rate for the past month. The list gained 1,729 new subscribers. It had 245 unsubscribes. The list total is 76,921 subscribers. How do you calculate the list growth rate for the past month?

[(76,921 – 1,729) / 245] x 100
[(76,921 – 245) / 1,729] x 100
[(1,729 – 245) / 76,921] x 100
[(245 – 1,729) / 76,921] x 100

When creating an email marketing report, you keep the stakeholders’ attention by changing how you present the data. Which of the following email marketing tips help you do this? Select all that apply.

Play videos of demos, testimonials, or case studies
Briefly describe the goals of the campaign to allow more time for questions
Share a funny story that is unrelated to the data in the report
Ask for audience participation through questions, surveys, or quizzes

When giving a presentation on email marketing metrics, you include firsthand quotes from actual users. You also highlight positive emotional experiences resulting from your email campaign. Which tip for presenting does this represent?

Speak clearly and slowly
Allow for pauses
Be concise
Tell a story

What metric is calculated by dividing the number of people who opened the email by the number who received the email?

Conversion rate
Click-to-open rate
Unsubscribe rate
Open rate

As a digital marketer, you notice several emails were not delivered to the recipients. What can cause a high bounce rate? Select all that apply.

Badly written subject lines
An import error with your email list
A high volume of traffic to your website
Incorrect or inactive email addresses

After emailing their subscriber list, a marketer divides the number of conversions by the total ad interactions. What metric are they calculating?

Bounce rate
Complaint rate
Interaction rate
Conversion rate

After emailing their subscriber list, a marketer uses the following calculation:

[(new subscribers – unsubscribes) / total number of email addresses] x 100.

What email metric are they calculating?

Forward rate
Return on investment
List growth rate
Recipient growth rate

Which of the following are recommendations for the email marketing report? Select all that apply.

Make the presentation more visual by using software such as Google Slides, Microsoft PowerPoint, or Canva
Include jargon and technical language to display expertise
Use case studies or demos to make the report more engaging
Include a collection of raw data that represent the campaign’s progress

When giving a presentation on email marketing metrics, you stop speaking after you pose a question to the audience and when you transition to a new section. Which tip for presenting does this represent?

Be concise
Allow for pauses
Tell a story
Know your audience

What is the relationship between metrics and data?

Metrics and data are the same concept.
Metrics are data with context.
Data are metrics with context.
Metrics are data without context.

A digital marketer creates an email marketing campaign and considers several KPIs. Why should they choose the most important KPIs to track?

KPIs remove the need for graphs, tables, and figures in an email marketing report.
KPIs automatically increase the conversion rate for an email marketing campaign.
KPIs indicate how successful a business is in its effort to reach a business or marketing goal.
KPIs are a quantitative measurement that helps make sense of raw data.

As a digital marketer, you determine that many users opened an email. What does this indicate?

A high open rate
A high subscription rate
A low conversion rate
A low click-to-open rate

Week 5 – Run your own email marketing campaign

As a digital marketer for a travel booking company, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by psychographic characteristics? Select all that apply.

- Do you enjoy staying at a certain hotel chain?

What months do you typically travel?

What type of destination do you typically enjoy traveling to?

What is your age and, if applicable, your family members’ ages?

A marketer creates an email. Why should they include body copy?

- To encourage readers to make a purchase
- To tell readers what you are offering
- To highlight the features instead of the benefits

To describe how the content helps the reader

Consider the following SMART goal:

Increase the click-to-open rate on sales emails to at least 8% within six months through more persuasive copy and clear calls to action.

What part of the goal is time-based?

“increase the click-to-open rate on sales emails”
“within six months”
“through more persuasive copy and clear calls to action”
“to at least 8%”

2.Consider the following SMART goal:

Increase the email open rate to at least 20% by the end of quarter three by creating more engaging and informational emails.

What part of the goal is measurable?

“to at least 20%”
“by creating more engaging and informational emails”
“increase the email open rate”
“by the end of quarter three”

Consider the following SMART goal:

Use the email marketing software to remove all list subscribers that have not opened a message in over six months by March 31st.

What part of the goal is specific?

“that have not opened a message in over six months”
“by March 31st”
“email marketing software”
“remove all list subscribers”

As a digital marketer for a pet supplies business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by psychographic characteristics? Select all that apply.

What city do you live in?
Do you make your pet’s food?
What type of pet do you own?
Do you use toys to play with your pet?

As a digital marketer for a tutoring business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by demographic data for the child? Select all that apply.

How many days a week are you interested in tutoring services?
Has your child had a tutor in the past?
What grade is your child in?
What school does your child attend?

As a digital marketer for a pet supplies business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by behavioral data? Select all that apply.

What is your preferred language?
How long have you been a customer of our store?
Does your pet have any food allergies?
Do you purchase a certain brand of pet food?

When crafting an email, which element uses clear, actionable language, and is no more than 45 characters in length?

Salutation
Message body
Subject line
Signature

In the past month, your email list added 3,593 subscribers and had 488 unsubscribes. The list total is 87,323. What is the calculation for the list’s growth rate?

[(87,323 – 488) / 3,593] x 100
[(3,593 – 488) / 87,323] x 100
(87,323 x 100) / (3,593 – 488)
[87,323 / (3,593 – 488)] x 100

In your last email send, you delivered 23,019 emails with 3,162 ad clicks and 771 conversions. What is the calculation for email send’s conversion rate?

3,162 / 23,019
3,162 / 771
771 / 23,019
771 / 3,162

In your last email send, you delivered 223,482 emails with 48,332 unique opens and 10,041 clicks. What is the calculation for your click-to-open rate?

223,482 / 10,041
10,041 / 223,482
48,332 / 10,041
10,041 / 48,332

Shuffle Q/A

What makes a SMART goal time-bound?

It has a deadline that indicates if you are making progress at a good pace.
It has evidence to prove whether it was successful or not.
It matches the organization’s needs and priorities.
It is likely based on current numbers.

Consider the following SMART goal:

Increase the click-to-open rate on sales emails to at least 8% within six months through more persuasive copy and clear calls to action.

What part of the goal is measurable?

“Increase the click-to-open rate on sales emails”
“within six months”
“through more persuasive copy and clear calls to action”
“to at least 8%”

Which of the following SMART goals are specific?

Add 500 names to subscriber list throughout campaign
Increase the click-to-open rate within six months
Grow a brand’s following this year
Increase the newsletter subscribers by 20%

As a digital marketer for a sportswear brand, you are segmenting your email list to reach customers interested in health and fitness. These customers enjoy an active lifestyle and spend their free time outdoors.

What did you consider when segmenting this email list?

Psychographic characteristics
Demographic data
Geographic factors
Behavioral data

As a digital marketer for a travel booking company, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by demographic data? Select all that apply.

Are you single, in a relationship, married, or in a domestic partnership?
Will you be traveling with children?
What type of activities do you enjoy on a vacation?
What countries are you interested in traveling to?

As a digital marketer for a wellness brand, you are segmenting your email list to reach customers who frequently shop online and try new online stores. What did you use to segment this list?

Psychographic characteristics
Behavioral data
Geographic characteristics
Demographic data

A marketer creates an email to promote a new product. Why should they include a call to action?

To describe how the content helps the reader
To tell readers what they are offering
To encourage readers to make a purchase
To highlight the benefits instead of the features

A digital marketer monitors an email list to determine the rate at which the list grows. They emailed 60,345 recipients and gained 2,500 new subscribers and 530 unsubscribes. How would they calculate the list’s growth rate?

[(2,500 – 530) / 60,345] x 100
[(60,345 – 530) / 2,500] x 100
[(530 – 2,500) / 60,345] x 100
[(60,345 – 2,500) / 530] x 100

A marketer creates a SMART goal for an upcoming social media campaign. They are still determining when the goal should be reached by. Why is it important for a SMART goal to be time-bound?

Without a deadline, there are no numbers to track and measure along the way.
Without a deadline, the goal is unattainable and unrealistic.
Without a deadline, there’s no way to know if you are making progress at a good pace.
Without a deadline, the goal is not specific enough to know if you’ve achieved it.

A marketer creates a SMART goal for an upcoming social media campaign. They are still determining how they will know when the goal is accomplished. Why is it important for a SMART goal to be measurable?

It makes it specific enough to know if you’ve achieved it.
It lets you track if you are making progress at a good pace.
It matches the organization’s needs and priorities.
It allows you to track and measure the goal along the way.

In the past month, your email list added 1,942 subscribers and had 277 unsubscribes. The list total is 38,004. What is the calculation for the list’s growth rate?

(38,004 x 100) / (1,942 – 277)
[38,004 / (1,942 – 277)] x 100
[(1,942 – 277) / 38,004] x 100
[(38,004 – 1,942) / 277] x 100

A digital marketer creates an email campaign and sends 76,230 emails to an email list. The email received 10,550 ad clicks and 1,201 conversions. How would they calculate the email conversion rate?

10,550 / 76,230 (ad clicks / emails sent)
10,550 / 1,201 (ad clicks / conversions)
76,230 / 10,550 (emails sent / ad clicks)
1,201 / 10,550 (conversions / ad clicks)

In your last email send, you delivered 54,972 emails with 13,683 unique opens and 2,787 clicks. What is the calculation for your click-to-open rate?

2,787 / 54,972
2,787 / 13,683
54,972 / 2,787
13,683 / 2,787

Consider the following SMART goal:

Use the email marketing software to remove all list subscribers that have not opened a message in over six months by March 31st.

What part of the goal is time-based?

“that have not opened a message in over six months”
“remove all list subscribers”
“Use the email marketing software”
“by March 31st”

A marketer creates a SMART goal for an upcoming social media campaign. Why is it important for a SMART goal to be specific?

It allows you to know if you’ve achieved it.
It allows you to track and measure the goal along the way.
It matches the organization’s needs and priorities.
It has evidence to prove whether it was successful or not.

As a digital marketer for an electronics brand, you are segmenting your email list to reach customers interested in new technology. You realize that this might be too broad, and would like to learn more about the audience’s psychographic characteristics.

What questions will help you determine the audience’s psychographic characteristics? Select all that apply.

Do you enjoy reading about technology trends?
How many hours a day do you spend using electronic devices?
Are you married or in a domestic partnership?
How often do you buy new electronic devices?

In the past month, your email list added 840 subscribers and had 47 unsubscribes. The list total is 17,191. What is the calculation for the list’s growth rate?

[(840 – 47) / 17,191] x 100
[(17,191 – 47) / 840] x 100
[17,191 / (840 – 47)] x 100
(17,191 x 100) / (840 – 47)

A digital marketer sends 20,500 emails to an email list as part of an email marketing campaign. The email received 1,550 ad clicks and 200 conversions. How would they calculate the email conversion rate?

200 / 1,550 (conversions / ad clicks)
1,550 / 20,500 (ad clicks / emails sent)
20,500 / 1,550 (emails sent / ad clicks)
1,550 / 200 (ad clicks / conversions)

A digital marketer delivers 103,000 emails for an email marketing campaign. The emails received 60,320 unique opens and 5,811 clicks. How would they calculate the click-to-open rate?

5,811 / 103,000 (total clicks / emails delivered)
60,320 / 5,811 (unique opens / total clicks)
5,811 / 60,320 (total clicks / unique opens)
103,000 / 5,811 (emails delivered / total clicks)

Which of the following SMART goals is time-bound?

Increase brand awareness and lead generation by 15% in the next year
Add names to subscriber list over the course of an email marketing campaign
Gain 1,500 followers on social media over the course of a social media campaign
Increase weekly app downloads by 200 downloads over three months

Which of the following SMART goals are measurable?

Gain new followers by March 20th

Increase revenue in six months
Use email marketing software for the campaign
Remove all list subscribers by the end of the month

Consider the following SMART goal:

Increase the email open rate to at least 20% by the end of quarter three by creating more engaging and informational emails.

What part of the goal is specific?

“informational emails”
“increase the email open rate”
“by the end of quarter three”
“to at least 20%”

As a digital marketer for a tutoring business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by psychographic characteristics? Select all that apply.

How often do you help your child with homework?
What grade is your child in?
How many days a week does your child do homework?
How far do you live from the tutoring center?

As a digital marketer for an amusement park, you are segmenting your email list to reach families with young children who live in large cities. To further tailor your emails to the customer, you are interested in learning more about the audience’s demographic data.

What questions will help you determine the audience’s demographic data? Select all that apply.

Do you book family activities online?
Do you follow a vegan or gluten-free diet?
Are you in a middle or upper-management position at work?
How old are the children in your family?

A marketer creates an email. Why should they include a subject line?

To highlight the benefits instead of the features
To tell readers what they are offering
To encourage readers to make a purchase
To describe how the content helps the reader

As a digital marketer, you sent 47,922 emails to an email list as part of an email marketing campaign. The email received 3,221 ad clicks and 562 conversions. How would you calculate the email conversion rate?

3,221 / 47,922 (ad clicks / emails sent)
3,221 / 562 (ad clicks / conversions)
47,922 / 3,221 (emails sent / ad clicks)
562 / 3,221 (conversions / ad clicks)

In your last email send, you delivered 2,708 emails with 898 unique opens and 269 clicks. What is the calculation for your click-to-open rate?

269 / 898
898 / 269
269 / 2,708
2,708 / 269

Consider the following SMART goal:

Increase the email open rate to at least 20% by the end of quarter three by creating more engaging and informational emails.

What part of the goal is time-based?

“by the end of quarter three”
“by creating more engaging and informational videos”
“to at least 20%”
“increase the email open rate”

What makes a SMART goal measurable?

It is challenging and allows positive progress or change.
It has evidence to prove whether it was successful or not.
It contains a number that you can track and measure along the way.
It matches the organization’s needs and priorities.

Consider the following SMART goal:

Increase the click-to-open rate on sales emails to at least 8% within six months through more persuasive copy and clear calls to action.

What part of the goal is specific?

- “to at least 8%”

“increase the click-to-open rate”

“within six months”
“on sales emails”

As a digital marketer for a pet supplies business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by demographic data for the customer’s pet? Select all that apply.

What pet food brand do you typically purchase?
How old is your pet?
What type of pet do you own?
How often do you purchase toys for your pet?

As a digital marketer for a popular clothing company, you are segmenting your email list to reach customers who enjoy shopping for clothing online instead of in-store. To further personalize your emails, you are interested in learning more about the audience’s behavioral data.

What questions will help you determine their audience’s behavioral data? Select all that apply.

Do you follow an active lifestyle?
Do you live in a cold or warm climate?
How often do you update your wardrobe?
Do you have a favorite clothing brand?

As a digital marketer, you send 250,070 emails as part of an email marketing campaign. The emails received 48,320 unique opens and 4,813 clicks. How would you calculate the click-to-open rate?

4,813 / 48,320 (total clicks / unique opens)
48,320 / 4,813 (unique opens / total clicks)
4,813 / 250,070 (total clicks / emails delivered)
250,070 / 4,813 (emails delivered / total clicks)

What makes a SMART goal specific?

It has evidence to prove whether it was successful or not.
It is challenging and allows positive progress or change.
It has a specific reason, purpose, or benefit.
It matches the organization’s needs and priorities.

As a digital marketer for an amusement park, you are segmenting your email list to reach customers interested in themed family activities. You realize that this might be too broad, and would like to learn more about the audience’s psychographic characteristics.

What questions will help you determine the audience’s psychographic characteristics? Select all that apply.

How old are the children in your family?
Do you live in a larger city or rural area?
How often do you take family trips?
What activities do you enjoy as a family?

As a digital marketer for a sportswear brand, you are segmenting your email list to reach couples between the ages of 25-45 who can afford to pay for monthly fitness programs.

What did you segment this list according to?

Psychographic characteristics
Behavioral data
Demographic data
Geographic factors

As a digital marketer for a travel booking company, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by behavioral data? Select all that apply.

How often do you typically purchase vacation packages?
Do you prefer a specific airline company?
Where do you live?
Are you vegan or gluten free?

A marketer creates an email to promote a new product. Why should they include a call to action?

To highlight the benefits instead of the features
To describe how the content helps the reader
To tell readers what they are offering
To encourage readers to make a purchase

A digital marketer monitors an email list to determine the rate at which the list grows. They count 1,706 new subscribers and 91 unsubscribes. The total number of email addresses on the list is 10,100. How would they calculate the list’s growth rate?

[(10,100 – 1,706) / 91] x 100
[(10,100 – 91) / 1,706] x 100
[(91 – 1,706) / 10,100] x 100
[(1,706 – 91) / 10,100] x 100

In your last email send, you delivered 106,417 emails with 12,449 ad clicks and 2,980 conversions. How would you calculate the email conversion rate?

12,449 / 2,980 (ad clicks / conversions)
2,980 / 106,417 (conversions / emails sent)
2,980 / 12,449 (conversions / ad clicks)
12,449 / 106,417 (ad clicks / emails sent)

Course 5 – Assess for Success: Marketing Analytics and Measurement

Week 1 – Introduction to Assess for success: Marketing analytics and measurement

As a marketer, you are working on a digital ad campaign for a new product. You learn that advertising costs $200 to sell 10 units of a $115 product. How would you calculate the campaign’s return on ad spend (ROAS)?

- (115 x 115) / 10 = 1322.5
- (10 x 10) / 200 = 0.5

(10 x 115) / 200 = 5.75

(10 x 200) / 115 = 17.3

How can predictive analytics help marketing teams? Select all that apply.

- Low-performing aspects of a campaign can be identified immediately.
- Optimal pages or ads may be identified without performing an A/B test.

Models based on browsing histories can be used to find the right audience for a campaign.

Historical data can be used to predict what might happen in the future.

Imagine that a marketer is developing a specific campaign in a media plan and they set a target with a measurable, numeric value. What does this describe?

A performance goal
A business goal
A marketing goal
A media mix

A key performance indicator can serve as a performance target for which of the following?

Marketing goal
Business goal
Individual marketing campaign
Marketing campaign budget

What is the formula for the return on ad spend (ROAS)?

(number of units sold x ad spend) / cost per unit
(number of units sold x cost per unit) / ad spend
(total revenue x ad spend) / number of units sold
(ad spend x cost per unit) / number of ad clicks

Imagine that a marketer is developing a digital media plan, and they ask: “How long will the campaign run?” What part of a marketing plan does this describe?

Media mix
Target audience
Campaign duration
Performance goals
Key performance indicators

Consider the following scenario:

Imagine that a marketer is working on a digital ad campaign for a single product. They learn that it costs $250 USD in advertising to sell 7 units of a $100 USD product. They apply the formula to calculate return on ad spend (ROAS).

What is this marketer’s ROAS?

(7 x 7) / 250 = .20
(7 x 100) / 250 = 2.8
(100 x 100) / 250 = 40
(7 x 7) / 100 = 0.49

After completing an online test, a marketer deploys the better performing of two direct response ads. What type of testing strategy did the marketer use?

A/B test
Click volume test
Outcome test
Drop rate test

What is the difference between a micro conversion and a macro conversion?

A macro conversion collects metrics from both websites and mobile apps. A micro conversion collects metrics from websites only.
A macro conversion is typically a completed purchase transaction. A micro conversion is a completed response that indicates a customer is moving towards a macro conversion.
A macro conversion is the act of assigning credit for conversions. A micro conversion is typically a completed purchase transaction.
A macro conversion is a series of actions that indicate a customer will likely make a purchase. A micro conversion is the act of assigning credit for conversions.

How can real-time analytics help marketing teams?

Marketers can create models based on browsing histories to find the right audience for a campaign.
Marketers can respond to underperforming aspects of a campaign immediately.
Marketers can choose an optimal page or ad without performing an A/B test.
Marketers can use historical data to predict what might happen in the future.

Which of the following can you use to set your cost per acquisition (CPA) performance goal? Select two.

The industry-average CPA value from a relevant industry.
The total cost per click, divided by the industry-average CPA.
The total daily spend, divided by the cost per click.
The average CPA based on comparative data from historical campaigns.

A business decides to create a digital media plan. First, they confirm their business and marketing goals. What additional steps must they take to create the plan? Select all that apply.

Define the campaign goals.
Determine and document all media plan items.
Shorten the expected campaign duration.
Select the media channels.

Shuffle Q/A

Which of the following describes the relationship between a key performance indicator (KPI), a marketing goal, and a business goal?

A KPI is a process used to establish business goals and marketing goals.
A KPI is a measurement used to gauge how successful a business is in its effort to reach a business or marketing goal.
A KPI is a specific objective in a marketing plan that informs marketing and business goals.
A KPI is an aim, achievement, or outcome for a business that informs marketing and business goals.

A marketer measures a campaign’s performance for a company that aims to grow its revenue. They use the formula (number of units sold x cost per unit) / ad spend. What did they determine?

Number of units returned
Yearly budget
Total sales
Return on ad spend (ROAS)

Which of the following is true about media planning?

Campaign-level performance goals are not included in a media plan.
ROAS is a performance goal that is not often included in a media plan.
It consists of three parts – target audience, marketing mix, and KPIs.
It indicates where, when, and how often an ad will appear across all media channels.

A marketer compares two web pages to identify which call to action performs better with their audience. What test did they use?

Split or A/B test
Outcome test
Click volume test
Drop rate test or A/C test

What do attribution projects organize? Select all that apply.

User demographics
User monetization
Micro conversions
Macro conversions

A marketer saves time by identifying the best page on their website without performing an A/B test. Which big data trend allows them to do this?

Multichannel marketing analytics
Predictive analytics
Real-time analytics
Intuitive marketing

Fill in the blank: To control costs of pay-per-click (PPC) advertising, you can manage the cost per click (CPC) on a per-campaign basis by _____.

decreasing the budget allocated for each conversion
testing fewer ads in the PPC campaigns that are lower priority
allocating more budget to the PPC campaigns that are the highest priority
assigning credit for conversions from social media clicks

When creating a media plan, why should you identify the media mix?

It documents how you will measure campaign success for each media channel.
It enables the right content selection on an allocated budget for any media channel.
To spend the limited campaign budget on the people most likely to make a purchase.
It allows you to consistently measure the performance and success of each media channel.

A marketer sets a specific objective in a marketing plan that supports a business goal. What does this describe?

A numeric goal
A media mix
A marketing goal
An employee goal

Fill in the blank: In marketing, the return on ad spend (ROAS) is the ratio of _____.

revenue generated to the number of new customers engaged
count of campaign-level goals to the revenue generated from ads
revenue generated to the amount spent on advertising
count of total sales to the count of total ad clicks

Consider the following scenario:

Imagine that a marketer is working on a digital ad campaign for a single product. They learn that it costs $200 USD in advertising to sell 8 units of a $75 USD product. They apply the formula to calculate return on ad spend (ROAS).

What is this marketer’s ROAS?

(75 x 75) / 8 = 703.1
(8 x 75) / 200 = 3
(8 x 8) / 200 = 0.32
(8 x 200) / 75 = 21.3

Consider the following scenario:

Imagine that a marketing team has a trove of historical data. The team makes data models based on collected browsing histories. They use these models to identify the right audience for a successful campaign early on.

Which application of big data does this describe?

Multi-channel marketing analytics
Predictive analytics
Real-time analytics
Autonomous marketing

Fill in the blank: One way to control cost is to manage CPC on a per-campaign basis. You can allocate more budget to the PPC campaigns that _____.

are the most popular
are the highest priority
cost the most
have an average performance

A business decides to create a digital media plan. Before they do, they need to define a target audience for the campaign. What media planning step should they take?

Select the media channels.
Determine and document all media plan items.
Conduct market research.
Confirm the business goals.

A marketer creates a new campaign that includes both business and marketing goals. They identify key performance indicators (KPIs) as part of the media plan. What is the role of KPIs?

KPIs indicate whether a media plan includes all requirements for a marketing campaign
KPIs contain details about where and when an ad will appear across all media channels
KPIs are quantifiable metrics that serve as performance targets for marketing goals
KPIs determine the desired outcome for a business, such as improving customer service

A marketer uses the ad spend, cost per unit, and number of units sold to determine a campaign’s performance. What should they calculate using this information?

The ratio of revenue generated to the amount spent on advertising
The ratio of revenue generated to the amount spent on product upgrades
The ratio of revenue generated to the number of new customers engaged
The ratio of revenue generated to the number of repeat customers

When creating a media plan, you should consider the budget. Why is this important?

It measures how well the campaign will reach the targeted performance.
It indicates how much revenue the campaign will generate.
It determines how much you can spend and on which channels.
It identifies the marketing and business goals.

A marketer creates two versions of a social media ad. The traffic is equally split and randomly directed to each ad. One ad outperforms the other by receiving more clicks. The marketer uses the ad that performed better.

What test did they use?

Outcome test or A/C test
Click volume test
Ad quality test
Split or A/B test

A marketer uses attribution to assign credit to completed purchase transactions instead of responses that indicate they are on the way to purchase. What type of conversion does this refer to?

Touchpoint organization
Micro conversions
Attribution projects
Macro conversions

A marketer creates a media plan before running a new campaign. They include information such as target audience, media mix, and KPIs. Why is the media plan important?

It allows you to run a campaign without setting any performance marketing goals.
It contains requirements, such as number of clicks, that should be met when a campaign is run.
It helps you to calculate the ratio of revenue generated by the amount spent on advertising.
It is a performance metric with a measurable numeric value that tracks specific campaign goals.

Big data plays a role in _____, which uses historical data to predict what might happen.

predictive analytics
intuitive analytics
real-time analytics
multichannel marketing analytics

Fill in the blank: The cost per acquisition (CPA) metric is best described as the _____.

average cost paid for each conversion
total revenue generated by a marketing campaign
average cost paid for each click
advertising campaign’s automated bidding strategy

When creating a media plan, why should you clearly identify your target audience?

To help prevent over- or under-spending for a particular channel during a campaign
It documents how you will measure campaign success for each media channel.
To spend the limited campaign budget on the people most likely to make a purchase
It enables the right content decisions based on an allocated budget for any media channel.

Which of the following is true about key performance indicators (KPIs)? Select all that apply.

They are non-numeric.
They are used in media planning.
They often serve as performance targets for marketing goals.
They are not connected to business goals.

Consider the following scenario:

Imagine that you want to learn which of two direct response pages performs better based on the number of clicks. You set up a test that randomly directs half of the web traffic to one page, and half to the other. After a set time period, you tally the total clicks on each page.

What is this test called?

A/B test
Direct response test
Performance test
50-50 test

A marketer creates a new campaign. They determine how many times each ad is displayed and how many responses it receives. What are these targets an example of?

A media mix
An engagement goal
A marketing goal
A performance goal

A marketer uses return on ad spend (ROAS) as the performance goal for an ad campaign. What does ROAS indicate?

How much revenue generated to the number of new customers engaged
How much revenue was generated from the amount spent on advertising
How many campaign-level goals were reached based on the revenue
How many total sales came from the total number of clicks

What is an A/B test?

A process for aligning business goals and marketing goals.
An online test of two variants to determine the better performing option.
A formula to calculate the return on ad spend (ROAS).
A method to help determine the budget for a digital media campaign.

A marketer identifies the average CPA based on comparative data from historical campaigns.

What does this enable them to do?

Calculate the return on ad spend (ROAS)
Assign credit for conversions from social media clicks
Allocate more budget to the PPC campaigns
Set the cost per acquisition (CPA) performance goal

Week 2 – Use metrics from Google Analytics and Google Ads

Consider the following scenario:

Imagine a marketer sets up a Google Analytics 4 property to collect information about a brand’s website. Next, they set up events to track user behavior on the site.

Which of the following are examples of events they can track?

A user deciding whether or not to add an item to their cart.

- A user navigating to a close competitor’s website.

A user engaging with the website.

A user finding the brand’s website in search engine results.

A digital marketer identifies the users who clicked the link to a landing page from Facebook. What tags did they add to the page URL? Select all that apply.

utm_source tag

utm_medium tag

- utm_view tag

utm_campaign tag

In Google Analytics, a marketer uses the ads preferred model. What does this model do?

- It attributes 50% of the conversion to the last channel that a customer clicked through before converting.
- It attributes 50% of the conversion to the last Google Ads channel that a customer clicked through before converting.
- It attributes 100% of the conversion to the last channel that a customer clicked through before converting.

It attributes 100% of the conversion to the last Google Ads channel that a customer clicked through before converting.

Fill in the blank: When a Google Analytics 4 property is initially set up for a website or app, certain _____ are automatically enabled to collect information.

dimensions
events
campaigns
searches

Which events are automatically enabled when monitoring a website in Google Analytics? Select two.

session_start
first_visit
add_to_cart
view_search_results

Consider the following scenario:

Imagine that a marketer wants to use Google Analytics to monitor email traffic and learn how much of that email traffic came from the campaign of interest. To do that, they add tags to the URLs shared in emails and configure dimensions for these tags to monitor what? Select two.

utm_campaign tag
add_to_cart tag
utm_medium tag
page_view tag

In the Google Analytics Explorations feature, which Template gallery technique shows how user segments relate to each other?

Segment overlap
Cohort exploration
Funnel exploration
Free-form exploration

In Google Ads, what is the conversion value per cost metric?

The number of times potential customers saw the ads in a campaign.
The percentage of interactions with images, text, or extensions.
The estimated return on investment.
The average number of conversions per ad interaction.

In Google Ads, what does an ad group contain?

One or more payment methods for customers in different countries.
One primary goal that supports a Google Ads campaign.
One or more ads that target a shared set of keywords.
One or more metrics that are tracked through the stages of the marketing funnel.

Consider the following scenario:

Imagine that a marketer wants to learn which audience to spend more budget on in future marketing campaigns. They decide to combine conversion data with audience demographic data to conduct an analysis.

What method can they use to do this?

Analyze conversion data from Google Analytics.
Link a Google Ads account to Google Analytics and combine the data.
Switch back and forth between Google and non-Google platforms to review data separately.
Analyze demographic data from Google Ads.

Fill in the blank: A cross-channel last click attribution model attributes 100% of a conversion to _____.

the last device that a customer used to view an ad
the last Google Ads channel clicked through
the first channel that a customer engaged with
the first Google Ads channel that a customer engaged with

What are the benefits of exporting marketing campaign data from Google Ads and Google Analytics as a CSV file? Select two.

To keep an archive of data from past campaigns for analysis and comparison.
To link data from Google Ads to Google Analytics.
To share a Reports snapshot in Google Analytics.
To analyze the data in another tool, like a spreadsheet or BigQuery.

Consider the following scenario:

Imagine that a marketer needs to monitor a website’s performance with analytics tools. The website’s tags are implemented using HTML and JavaScript code. The company uses a variety of analytics tools from multiple vendors.

Which method of tagging best supports the company’s needs?

Google’s global site tag
Selective reporting tag
Google Tag Manager
Enhanced measurement

Shuffle Q/A

In Google Analytics, which of the following are required for data collection? Select all that apply.

A budget
An event
A site tag
A campaign goal

Imagine that a marketer wants to use Google Analytics to monitor brand awareness. First, they confirm that the share event is enabled. Next, they add tags to URLs that can be shared and configure dimensions for these tags. Finally, they confirm that the page_view event is enabled.

Which tags do they add to URLs? Select all that apply.

utm_medium tag
utm_campaign tag
utm_view tag
utm_source tag

A marketer calculates the estimated return on investment at the conversion stage of the marketing funnel. What metric did they use?

Number of conversions
Conversion value per cost
Clicks and impressions
Click through rate

Fill in the blank: A(n) _____ contains one or more ads that target a shared set of keywords.

ad group
campaign
smart campaign
objective

A marketer uses an attribution model that attributes 100% of a conversion to the last Google Ads channel clicked through. Which model does this describe?

Position-based
Ads-preferred
Campaign report
Credit for conversion

A marketer uses Google’s global site tag to monitor and track a website. Why would they choose this tag?

It has a graphical interface for the deployment of tags
It is designed for use with all Google products and services.
It works with any HTML or JavaScript tags.
It enables the management of many tags for multiple advertising platforms.

In Google Analytics, what is the result of an event?

Data reporting stops
Data analysis starts
Data collection starts
Data visualization stops

In Google Analytics, each enabled event has dimensions associated with it. Dimensions are the attributes or characteristics of an event. What can dimensions be used for?

To collect information on how users arrive on a website or app
To automatically enable information to be collected
To calculate the conversion rate for the email campaign
To create metrics for social media and email campaigns

Consider the following URL:

www.example.com/utm_source=facebook&utm_campaign=winter-sale

What do the UTM tags in the URL enable you to do?

Monitor users who click the link to the Winter Sale campaign page from Twitter
Monitor the conversion rate of the Winter Sale campaign
Monitor the brand awareness of the Winter Sale campaign
Monitor users who click the link to the Winter Sale campaign page from Facebook

A digital marketer uses a Google Analytics template to view customer behavior and value over time. What technique does this describe?

User lifetime exploration
Cohort exploration
Free-form exploration
Funnel exploration

A marketer sets up a Google Ads account. They create a campaign and select a campaign goal. They then decide to use an ad group. What does an ad group contain?

One or more ads that target a shared set of keywords
The primary objective of the campaign
The payment methods for the account depending on the currency
The categories of goals used in various types of campaigns

A marketer links a Google Ads account to Google Analytics. What does this enable them to do?

Link non-Google platforms to Google Analytics
View the marketing funnel in several platforms
Increase the conversion rate across several social media platforms
Have a complete view of the marketing funnel in one place

A marketer uses an attribution model that attributes 100% of a conversion to the last channel that a customer clicked through. Which model does this describe?

Credit for conversion
Ads-preferred
Cross-channel last click
Campaign report

Fill in the blank: Data from Google Analytics can also be _____ like BigQuery, which is Google’s data warehouse in the cloud.

linked to the same platforms
exported to other platforms
shared to expensive platforms
copied to unknown platforms

Imagine that a marketer wants to use Google Analytics to monitor email traffic and learn how much of that email traffic came from the campaign of interest. To do that, they add tags to the URLs shared in emails and configure dimensions for these tags to monitor what? Select all that apply.

page_view tag
utm_campaign tag
add_to_cart tag
utm_medium tag

In the Google Analytics Explorations feature, which Template gallery technique shows the data for users that have been organized into groupings by their common attributes?

User lifetime
Funnel exploration
Path exploration
Cohort exploration

In Google Ads, what is the impressions metric?

The average number of conversions per ad interaction.
The number of times potential customers saw the ads in a campaign.
The investment made on campaign ads.
The estimated return on investment.

Imagine that a marketer wants to create an archive of data from past campaigns for analysis and comparison. How can they do that?

Create explorations in Google Analytics.
Import relevant marketing data into BigQuery.
Link relevant data to a Google Ads scorecards.
Export data from Google Ads and Google Analytics.

A marketer uses Google Tag Manager for universal tagging. Why would they choose this tag?

After adding this tag, other products like Google Ads can also be turned on to collect metrics for the traffic from Google Ads.
It is designed for use with all Google products and services, and additional tags are required to monitor traffic from other advertising or media platforms.
It enables the use and management of many tags for multiple advertising platforms and systems in a simple and centralized way.
It enables the use and management of one tag for multiple advertising platforms and systems in a simple and centralized way.

A digital marketer uses Google Analytics to help monitor the conversion rate for an email campaign. Which campaign tags should be added to the URL shared in emails? Select all that apply.

utm_add_to_cart
utm_source
utm_campaign
utm_medium

A digital marketer uses a Google Analytics template to visualize the steps users take to progress from one stage in the customer journey to the next. What technique does this describe?

Path exploration
Cohort exploration
Free-form exploration
User lifetime exploration

In Google Ads, what can ad groups help you do? Select all that apply.

Select the right ads for a campaign based on the most relevant keywords.
Organize ads based on keywords.
Track user behavior on a brand’s website.
Determine what tags to add to URLs.

Fill in the blank: Linking Google Ads to Google Analytics allows you to combine the conversion data from Google Ads with the _____.

attribution models in non-Google platforms
audience demographics in Google Analytics
budget allocation of the current campaign
marketing funnel of future campaigns

Fill in the blank: A(n) _____ attributes 100% of the conversion to the last Google Ads channel a customer clicked through before converting.

single-channel first click attribution model
cross-channel last click attribution model
single-channel last click attribution model
ads-preferred attribution model

A marketer exports data from Google Ads and Google Analytics. What does this enable them to do?

Ensure that the data columns include all the data they want to export
Use campaign data in isolation from previous campaign data
Eliminate any new discoveries from an analysis of historical trends
Analyze the data from Google Ads and Google Analytics in a spreadsheet

Fill in the blank: Google Tag Manager enables the use and management of _____ and systems in a simple and centralized way.

many tags for one advertising platform
many tags for two advertising platforms
one tag for multiple advertising platforms
many tags for multiple advertising platforms

When monitoring a website in Google Analytics, a marketer collects information on user behavior. Which of the following are considered advanced metrics they can track?

View search results (when a user performs a search on a site)
Session start (when a user engages with a website)
Awareness (when a user first learns about a website)
First visit (when a user first visits a website)

In the Google Analytics Explorations feature, which Template gallery technique uses a table or chart to visualize the data?

Cohort exploration
User lifetime
Free-form exploration
Segment overlap

A marketer calculates the number of times potential customers view an ad in a campaign at the awareness stage of the marketing funnel. What metric did they use?

Conversion rate
Impressions
Click through rate
Clicks

In Google Ads, a marketer sets up a campaign and implements multiple ads that target a shared set of keywords. What does this best describe?

An ad metric
An ad group
A campaign type
An account type

Consider the following scenario:

Imagine that a marketer wants a more complete view of the marketing funnel in one place—from clicks in the Awareness stage to conversion rate in the Conversion stage—without switching between platforms.

What method can they use to do this?

Run all marketing funnel and sales data through a DataBox account.
Run all marketing funnel and sales data through a Firebase account.
Link a HubSpot account to a Mailchimp account.
Link a Google Ads account to Google Analytics.

In Google Analytics, marketers often choose the cross-channel last click model. What does this model do?

It attributes 100% of the conversion to the last channel that a customer clicked through before converting.
It attributes 50% of the conversion to the last channel that a customer clicked through before converting.
It attributes 50% of the conversion to the last Google Ads channel that a customer clicked through before converting
It attributes 100% of the conversion to the last Google Ads channel that a customer clicked through before converting.

A marketer exports data from Google Ads and Google Analytics. What does this enable them to do?

Create an archive of data from past campaigns for analysis and comparison
Exclude all exported data from any future analysis
Use campaign data in isolation from previous campaign data
Ensure that the data columns include all the data they want to export

A digital marketer uses Google Analytics to collect and analyze information. What feature causes data collection to occur in Google Analytics?

Audiences
Campaigns
URLs
Events

Consider the following scenario:

Imagine a marketer sets up a Google Analytics 4 property to collect information about a brand’s website. Next, they want to learn what devices were used to visit the website.

What can the marketer use to collect this information?

Characteristics
Dimensions
Campaigns
Conversions

A marketer links a Google Ads account to Google Analytics. They learn which audience to spend more budget on in future campaigns. How does linking the accounts enable this insight?

It allows them to view data in Google Analytics, so they don’t have to switch back and forth between platforms.
It combines the conversion data from Google Ads with the audience demographics in Google Analytics.
It enables a complete view of the marketing funnel in one place, from awareness to conversion.
It compares the difference in attribution between the cross-channel last click and ads preferred-model.

Which of the following statements best describes Google Tag Manager? Select all that apply.

It has a graphical interface for the deployment of tags.
It requires that users have skills in Python programming.
It can work with any HTML or JavaScript-based tags.
It can deploy tags for Google Analytics only.

Week 3 – Measure the success of marketing campaigns

A marketer measures the ratio of money made to money spent for a campaign. Which calculation for the campaign’s return on investment will help them determine this?

- (sales growth – marketing cost) / customer LTV

(sales growth – marketing cost) / marketing cost

(customer LTV – marketing cost) / sales growth
(customer LTV – sales growth) / marketing cost

Which of the following is true about A/B testing?

A/B tests can be performed on websites that are not live if there are enough users to produce statistically meaningful results.

A/B tests can only be performed on live websites with over 1000 users to test.
A/B tests often send 40% of users to one variant and 60% of users to the other variant.
A/B tests use a specific sample population tested over a long period of time to produce statistically meaningful results.

Consider the following scenario:

A campaign’s sales growth was $200,000 USD and the marketing cost was $55,000 USD. A digital marketer does a calculation by taking the growth, which is $200,000, and subtracts the cost: $55,000 to get a result of $145,000. Then, they divide $145,000 by the cost, $55,000.

Based on this equation, what is the digital marketer trying to calculate?

Return on investment (ROI)
Losses
Return on ad spend (ROAS)
Net income

Fill in the blank: _____ is calculated by the revenue generated, divided by the amount spent on advertising.

Sales growth
Return on investment (ROI)
Return on ad spend (ROAS)
Net loss

Fill in the blank: When preparing for _____, it is helpful to document past performance and desired improvement.

metric analysis
budget forecasting
A/B tests
marketing assessments

Fill in the blank: A software tool that helps personalize web pages with machine learning conducts _____.

metrics-oriented A/B testing
customer-based A/B testing
continuous A/B testing
one-time A/B testing

Fill in the blank: Conducting _____ can increase the number of conversions.

customer surveys
lead generations
tool analysis
A/B tests

6.Fill in the blank: _____ can test changes to ads like a change to a URL, headline, or call to action.

An ad variation
A customer-based survey
A digital marketing campaign
An email blast

Consider the following scenario:

A digital marketer needs to set up a test for changing a current headline. To start, they navigate to the Campaigns page in Google Ads. They select the option All campaigns, and then they click on Experiments in the navigation panel. Next, they create the new headline: “Buy Today.” They choose a 30-day run and use the default 50% split for the test. Now their test is ready.

What type of A/B test did they set up?

Macro conversion
Ad variation
Campaign efficacy
Headline analysis

What does a digital marketer need to pay attention to when reviewing results in the ad variations table?

The variation that had the most negative feedback
The number of impressions each variation recorded
The percentages with blue stars next to them
The amount of clicks a variation received

What do the insights a digital marketer uses to evaluate the success of a marketing campaign depend on?

The customer metrics
The marketing goals
The new consumer surveys
The enrollment in loyalty programs

Consider the following scenario:

A marketing campaign ended. One of the goals of the campaign was to increase online sales by doubling the average order value. What metrics did a digital marketer need to monitor to help determine if the company achieved its goal? Select all that apply.

Amount of cart abandonments
Online sales revenue
Number of orders
Average order value

Shuffle Q/A

What are the different ways to calculate return on investment (ROI)? Select all that apply.

Calculate the revenue generated, divided by the amount spent on advertising during the campaign.
Subtract the marketing cost from the total sales growth during the period the campaign was run and then divide the result by the marketing cost.
Use customer lifetime value, which is the average revenue generated per customer over a certain period of time.
Add the predicted sales growth to the revenue earned during the marketing campaign and then divide by the advertising cost.

A digital marketer calculates the revenue generated divided by the amount spent on advertising. What does this calculation determine?

Sales growth
Return on ad spend (ROAS)
Profit loss
Return on investment (ROI)

Why would a digital marketer prepare an A/B test?

To understand when to calculate ROI compared to ROAS during the campaign
To analyze if past performance will guide future marketing goals
To determine when metrics will be needed in determining possible touch points
To assess if a new version will improve a metric compared to the original version

A marketer uses a software tool to conduct continuous A/B testing. What does this software tool enable them to do?

- Testing a variety of touch points in the customer journey
- Creating direct response ads using three versions

Performing A/B testing on email messages and landing pages

Use machine learning to personalize web pages

A digital marketer changes an ad’s call to action from “Order online” to “Save 15% now”. They test the ad’s performance to determine if the change improved sales across their campaigns. What test did they use to determine the ad’s performance?

A campaign variation test
A comparison test
A customer-based test
An ad variation test

A digital marketer changes the call to action on an ad and plans to run an ad variation test to compare the two versions. How would they create this test?

Navigate to the Ads page in Google Ads, select All campaigns, and then click on Campaigns in the navigation panel.
Navigate to the Experiments page in Google Ads, select All campaigns, and then click on Campaigns in the navigation panel.
Navigate to the Campaigns page in Google Ads, select All campaigns, and then click on Ads in the navigation panel.
Navigate to the Campaigns page in Google Ads, select All campaigns, and then click on Experiments in the navigation panel.

Consider the following scenario:

After an A/B test runs, a digital marketer reviews metrics like clicks and impressions. Each metric shows a positive or negative percent, which indicates the amount of change there was between the two different headlines tested.

What type of table is the digital marketer using to view these results?

Split metrics table
Ad variations table
Campaign clicks table
Market value table

A digital marketer’s campaign set a micro performance goal of increasing email signups by 40% and increasing purchases by 15%. The campaign increased email signups by 40%, as planned. However, the campaign did not increase the number of purchases.

What action should the digital marketer consider for a future campaign?

Create a new performance goal for increasing leads
Review and modify email messages to increase conversions
Set a different micro conversion goal that does not involve email signups
Measure leads as macro conversions instead of micro conversions

Which of the following is true about return on ad spend (ROAS)? Select all that apply.

Measuring ROAS helps you evaluate the performance and success of a campaign.
Fluctuations in the marketplace do not affect the ROAS.
Per channel ROAS results contribute to the overall ROAS across all media.
ROAS is the ratio of net income, or money made, to investment, or money spent.

A digital marketer needs to determine the best content for a web page. They note the website’s past performance, the page they would like to improve, and what performance metric they will use. What online experiment did the marketer perform?

Split theory
Metric analysis
A/B test
Marketing forecast

What can software tools test for when conducting an A/B test? Select all that apply.

Pages with the best performance
Touch points in the customer journey
The same two versions of a web page
Email messages and landing pages

Consider the following scenario:

A company is considering changing their headline. They want to test how changing the headline from “Act now while supplies last” to “Huge savings, limited offer” will impact sales.

What type of test should they run?

An ad variation
A marketing analysis
An influencer-generated report
A mixed media evaluation

When reviewing the results of an A/B test, you notice blue stars next to several percentages. What do the blue stars indicate?

That the second variation had a significant amount of clicks
That the first variation should be used instead of the new variation
A statistically significant amount of change between the two variations tested
A minor amount of changes between the two variations tested

At the end of a campaign, you evaluate whether or not the campaign was successful. What key factor indicates a successful marketing campaign?

A successful campaign achieves the performance goals that were set
A successful campaign increases revenue by a minimum of 25%
A successful campaign achieves mixed performance results
A successful campaign outperforms its competitors

A marketer gathers campaign metrics such as online sales revenue, number of orders, and average order value. What does this information allow them to determine?

Determine competitors’ performance
Determine SEO ranking
Determine the previous campaign’s performance
Determine if the company achieved its goal

A marketer measures a campaign’s return on ad spend (ROAS). Which calculation should they use to determine the ROAS?

(sales growth – marketing cost) / marketing cost
Number of sales / business revenue
Revenue generated / amount spent on advertising
(customer LTV – sales growth) / marketing cost

What are the benefits of conducting A/B tests? Select all that apply.

Greater confidence in meeting performance goals
Guaranteed increase in sales growth
Improved customer experiences through redesigned web pages
Increased number of conversions

A digital marketer creates ad variation tests for a new headline. They intend to test an additional change to the call to action, however, they decide to make the latest variation a permanent ad change.

What should the marketer consider before creating several ad variations?

Test every change or variation because A/B test results are not always reliable
A/B tests do not consider demographics because it tests unknown audiences
Be strategic and selective about the ads to test because A/B tests take time and budget
A/B tests require multiple perspectives for analyzing the data

Consider the following scenario:

A digital marketer finished running a marketing campaign. It is now time to assess if it was successful or not.

What will the digital marketer need to evaluate to determine if the campaign was a success?

Whether or not it stayed within the company’s budget
If it improved the company’s ranking among competitors
If it increased job creation and retention
Whether or not it met the company’s performance goals

What does an ad variation test changes to? Select all that apply.

Email
Call to action
Headline
URL

Consider the following scenario:

A digital marketer is reviewing the results from an A/B ad variation test of a proposed headline. As they review the ad variations table, they notice that many metrics have blue stars next to them.

What action should the digital marketer take based on these results?

- Default back to the original headline.
- Test a different headline in another ad variation.

Run the ad variation test again and compare results.

Make the new headline variation a permanent ad change.

Fill in the blank: The insights you use to evaluate the success of a campaign depend on the _____ and what the campaign was trying to address.

engagement goals
employee goals
marketing goals
future goals

Consider the following scenario:

A digital marketer’s recent campaign set a micro performance goal of increasing email signups by 20%. They also set a macro performance goal of increasing purchases by 12%. The results showed that the campaign increased email signups by 25%, but it seemed to have no effect on completed purchases.

Based on this data, what action should the digital marketer take for a future campaign?

They should set a different micro conversion goal that does not involve email signups.
They should review and modify email messages to increase conversions.
They should measure leads as macro conversions instead of micro conversions.
They should create a new performance goal for increasing leads.

What can digital marketers measure by using customer lifetime value?

Return on investment (ROI)
Total sales growth
Net income
Return on ad spent (ROAS)

A digital marketer uses an A/B test to determine which version of a web page performs better with customers. Why is A/B testing an effective way to decide what content to use?

A/B tests are practical because they test sample populations over a long period to deliver accurate results.
A/B tests offer guaranteed sales growth, which makes it a profitable way to inform content decisions.
A/B tests offer data to support the results, which makes it a reliable way to inform content decisions.
A/B tests are effective because the audiences are carefully considered to produce favorable results.

Fill in the blank: Digital marketers can make minor text changes to ads without fully testing them, especially since A/B tests _____.

take time and budget
produce minimal results
require multiple campaigns
store all user data

A digital marketer’s overall marketing goal is to increase sales revenue. They set a micro-conversion performance goal of increasing newsletter sign-ups by 15%. Why would the marketer create this micro-conversion performance goal?

Every campaign requires a micro and macro conversion performance goal.
Every campaign requires broad, long-term goals that contribute to the overall success of a company.
A micro conversion indicates that a customer is moving towards completing a purchase.
A micro conversion indicates that a customer has purchased from a company before.

How does a digital marketer calculate ROAS?

Divide the revenue generated by customers over a certain period of time by the revenue generated by the campaign.
Add the total net income to the sales revenue, divided by the amount lost on marketing.
Calculate the revenue generated, divided by the amount spent on advertising.
Subtract the marketing cost from the total sales growth and then divide the result by the net income.

Week 4 – Share metrics and insights with stakeholders

When would you use a horizontal bar chart instead of a vertical column chart?

- To compare two metrics side-by-side in a column

To compare measurements with a significant difference

To compare how a metric or variable changes
To compare how one metric changes over time in a single column

1.Which of the following are reasons why stakeholders might be important to a project or campaign? Select all that apply.

Stakeholders often fund projects or operate budgets for campaigns.
Stakeholders often analyze the data from a campaign.
Stakeholders coordinate marketing activities and initiatives.
Stakeholders strongly influence the success of a project or campaign.

Which of the following describes the relationship between stakeholders and marketing coordinators?

Stakeholders fund projects and ensure a project’s success. Marketing coordinators keep stakeholders informed about a project’s progress, ongoing metrics, and insights.
Marketing coordinators collect data, apply statistical methods, and create data visualization. Stakeholders identify target audiences through research, run campaigns, and evaluate trends.
Marketing coordinators fund projects and ensure a project’s success. Stakeholders keep the marketing coordinator informed about a project’s progress, ongoing metrics, and insights.
Stakeholders collect data, apply statistical methods, and create data visualization. Marketing coordinators identify target audiences through research, run campaigns, and evaluate trends.

A marketer is working with a spreadsheet. What can they do to uncover new patterns and relationships within datasets that they might miss otherwise?

Sort data
Acquire data
Input data
Copy data

Which of the following changes your view of data in a spreadsheet to a different perspective to categorize it, or to identify an insight or trend?

Histogram
Spreadsheet
Pivot table
Area table

Fill in the blank: Line charts, area charts, and pie charts are all examples of _____.

inputs
histograms
visualizations
Tableaus

Which of the following charts represents data in the same way as a line chart, but with the space under the line filled in to form a visual area?

Area chart
Histogram
Pie chart
Horizontal bar chart

Fill in the blank: A _____ could blend a marketing coordinator and a data analyst role into a single marketing specialist role.

stakeholder role
traditional role
new role
hybrid role

A marketing team member queries databases, applies statistical methods to data, and creates data visualizations. What role does this describe?

Office manager
Data analyst
Stakeholder
Copywriter

Which of the following is a visual analytics platform that makes it easier to explore and manage data, and to create custom dashboards that incorporate different data visualizations in one place?

Tableau
Microsoft Office
Google Sheets
PowerPoint

A marketer is creating a presentation using marketing analytics data. How can they use data to lead their audience to agree with their final conclusion? Select all that apply.

Include the most relevant metrics that led to their insights
Omit most of the data collected and put together a short presentation
Include all the data collected about the topic of their presentation
Develop a clear outline or flow for their presentation

Shuffle Q/A

Which of the following best describes a stakeholder?

Someone who strongly influences the success of a project or campaign through funding
Someone who analyzes marketing data
Someone who purchases products or services from a company
Someone who sells products or services for a company

A marketer determines what type of interaction each stakeholder requires from them during a campaign. What visual assistance helps them gather this information?

Budget dashboard
Campaign overview
Stakeholder dashboard
Stakeholder map

A marketer uses the filter function in a spreadsheet to display data according to specific criteria. What additional filter option can they use?

Filter by user comments in multiple sheets
Filter by exact values or highlighted colors in cells
Filter by formulas and calculated values
Filter by data patterns and relationships within data sets

What is the purpose of a pivot table?

Pivot tables display individual data points that have been categorized into ranges, with the frequency of each range represented by the height of a unique column.
Pivot tables change the view of data in a spreadsheet to a different perspective to categorize it, or to identify an insight or trend.
Pivot tables display how a metric changes over an extended time connected with a continuous line.
Pivot tables display individual measurements in a vertical column.

A marketer uses a graph to show how a metric changes over an extended period. The chart displays a connected series of data points. What type of chart did the marketer create?

Horizontal bar chart
Vertical column chart
Histogram
Line chart

Which of the following is an example of a way a pie chart can be used to represent data?

Represent a large spike in new users with a horizontal bar
Represent individual data points for a changing variable connected with a continuous line
Represent individual data points categorized into ranges, with the frequency of each range represented by the height of a unique column
Represent percentages of data in sections, all adding up to one hundred percent

On a marketing team, who is responsible for running campaigns, identifying target audiences through research, and evaluating trends?

Sales manager
Customer service agent
Stakeholder
Marketing coordinator

Why would an organization hire a data analyst?

To collect and apply statistical methods to data, query databases, and create visualizations
To implement client strategies, conduct competitor research, and analyze data
To design visual assets for social media campaigns and print ads according to brand style guidelines
To coordinate marketing activities and initiatives, identify target audiences, and evaluate data trends

A data analyst uses visual analytics software to analyze data and create unique dashboards and visualizations. What software does this refer to?

R
SQL
Tableau
Python

Which of the following are considered best practices when creating slides for a presentation? Select all that apply.

Introduce data visualizations using titles that relate back to the insights
Repeat the insights when presenting the relevant, supporting data
Progress from specific to general topics
Allow time for questions so the audience can reach the same conclusion

Which of the following are important to understand when interacting with a stakeholder about a project? Select all that apply.

What the stakeholder thinks about project team members on the project
Which communication methods a stakeholder prefers
The stakeholder’s interest in the project and what their needs are
When to communicate with a stakeholder

Which of the following might be reasons to create a stakeholder map? Select all that apply.

To help coordinate marketing activities and initiatives and identify target audiences through research
To allow for people to better manage stakeholders’ expectations and avoid information overload
To help people work effectively without having the process consume too much of their time or energy
To make it easier to identify the type and amount of interaction needed to maintain each stakeholder

A marketer is working with a spreadsheet. What can they do to display only data that meets a certain condition and hide all non-matching data?

Sort the data in ascending order
Delete the data that does not match
Copy and paste the data
Filter the data in a column

An e-commerce business hires someone to organize its marketing activities and initiatives. Who is typically responsible for these tasks?

A data specialist
A marketing coordinator
A marketing strategist
A marketing analyst

On a marketing team, who is responsible for running database queries, applying statistical methods to data, and creating data visualizations?

Human resources representative
Accountant
Customer service agent
Data analyst

When would a marketing team use Tableau?

To learn coding or programming skills to create interactive visualizations
To track, analyze, and display KPIs, metrics, and insights in a centralized view
To access and manage large databases, gather insights, and create visualizations
To create KPIs and metrics for a real-time interactive dashboard

To create KPIs and metrics for a real-time interactive dashboard

Use common titles that do not distract from your story
Use titles that clearly communicate the insights of the data
Refer to the data source in your titles
Include the name of the chart type in your titles

What role do stakeholders typically play in a campaign?

Stakeholders approve the creative used in a campaign.
Stakeholders create campaigns and related social media efforts.
Stakeholders fund a project or manage a campaign budget.
Stakeholders track and analyze data about a campaign’s success.

Which of the following are spreadsheet features that support preparing data to be shared? Select all that apply.

Filtering
Pivot tables
Acquiring
Sorting

What feature can a marketer use to hide data in a pivot table?

Filter
Sort
Columns
Values

Which of the following would enable a data analyst to communicate with databases developed by different vendors and hosted on multiple platforms?

Spreadsheets
Structured query language
Filtering
Sorting

Which tool should a marketing team use to present data and insights that reflects data in real time, while allowing users to interact with the data?

Slideshow
Dashboard
Document
Spreadsheet

Imagine a marketer is working on a campaign and wants to request a change to the budget. Which of the following presentation best practices should they use to get this change approved by stakeholders? Select all that apply.

Create visualizations of the data using titles that relate back to the insights
End the presentation with changing the budget as a call to action for stakeholders
Start with a general status of the campaign and then move on to the specifics of making a change to the budget
Do not allow any time for questions

Why would a marketer create a stakeholder map?

To determine which stakeholder is a reliable source for campaign queries and obstacles
To help manage stakeholder expectations and effectively share relevant information with them
To identify which stakeholder is the most influential and to share frequent updates with them
To help organize stakeholders into a graph according to their budget and experience with campaigns

Why would a marketer sort data in a spreadsheet?

It helps them present campaign data with visualizations.
It helps them display data that match specific criteria.
It helps them find new patterns and relationships within data sets.
It helps them automatically remove irrelevant data.

Which of the following visualizations includes individual data points for a changing variable connected by a continuous line?

Vertical bar chart
Single column chart
Pie chart
Line chart

How is an area chart different from a line chart?

Area charts can show data with partial and whole results.
The changing variable connects on a continuous line.
Area charts can only be single or stacked.
The space under the line is shaded in with colors or textures.

An e-commerce business hires someone to collect and analyze data as well as create visualizations. What role does this describe?

Marketing coordinator
Project manager
Graphic designer
Data analyst

Imagine that a marketer is working with a dataset in a spreadsheet. They want to view the data from a new perspective to help them categorize it and identify insights or trends. What spreadsheet tool should they use?

Pivot table
Data visualization
Values
Columns

Which three steps should you follow when creating an effective presentation using marketing analytics?

Introduce data visualizations, include all campaign data, and share insights at the end of the presentation
Develop a clear outline of the presentation, choose the correct data, and include the most relevant metrics
Learn about stakeholders, include all campaign data in the presentation, and use an interactive template
Find an interactive template, gather insights from previous campaigns, and include all metrics

A marketer uses a tool to categorize spreadsheet data and identify any patterns in the data. What tool allows them to do this?

Pivot table
Campaign view
Filter table
Sorted table

Which of the following tasks would a marketing coordinator be responsible for? Select all that apply.

Applying statistical methods to data
Identifying target audiences through research
Evaluating trends
Running campaigns

Which of the following resources help marketers visualize data with custom reports and dashboards? Select all that apply.

Google Looker Studio
Tableau
Google Sheets
Microsoft Excel

Course 6 – Make the Sale: Build, Launch, and Manage E-commerce Stores

Week 1 – Introduction to make the sale: build, launch, and manage e-commerce stores

A company offers a program that allows customers to edit videos online. What type of e-commerce product does the company sell?

A software product

A physical product
A high-end product
A customized product

A company partners with a wholesale supplier to sell products made by other companies. What is the advantage of using this product sourcing model?

It is efficient and cost-effective compared to sourcing custom products.

It is the fastest way to bring a product to market.
It gives the company control over the product design and quality.
It is the only model that allows the company to sell its products online.

Which of the following describes e-commerce?

The buying and selling of goods or services at a brick-and-mortar store
The buying and selling of goods or services at a consignment store
The buying and selling of goods or services using the internet
The buying and selling of goods or services at an outdoor market

Health coaching, business consulting, or graphic design are examples of which type of e-commerce?

Software
Services
Physical goods
Digital goods

Which of the following are benefits of e-commerce? Select all that apply.

E-commerce allows businesses to operate 24 hours a day, 7 days a week, so customers can shop whenever they want.
E-commerce allows customers to visit a specific location to shop during their business hours.
E-commerce allows businesses to sell products to customers worldwide, since mostly anyone can visit the store online.
E-commerce reduces overhead expenses and lowers startup costs, since it does not require a storefront.

Fill in the blank: Completion of an activity that contributes to the success of a business is called _____.

conversion
reformation
metamorphosis
transformation

Which of the following is a software solution that allows a company to sell products or services online?

Website
Cache
Digital storeroom
E-commerce platform

Which of the following are examples of market research considerations? Select all that apply.

Target audience
Net Profit
Market size
Competition

Which of the following are benefits to a company using market research to better understand customers? Select all that apply.

The opportunity to hire an e-commerce analyst
The ability to create an effective strategy for spending a marketing budget
The ability to determine the net profit for a product
The opportunity to build a brand that customers can identify with

Which of the following equations would allow a company to calculate the net profit of a product?

Total revenue − total expenses
Total expenses / total revenue
Total expenses x total revenue
Total revenue + total expenses

Which of the following fulfillment methods ships products from the supplier directly to the customer and is the fastest way to bring a product to market?

Packing and shipping
Warehousing
Third-party fulfillment
Dropshipping

Which of the following are key characteristics of branding? Select all that apply.

How customers connect with the values that the company supports
How customers interact with a company’s competitors
How a company treats their customers and how they make things right when there is a mistake
How customers feel about a company and the products it sells

Shuffle Q/A

Which of the following are things that can be sold online through e-commerce? Select all that apply.

Software
Physical goods
Brick-and-mortar stores
Services

Purchasing and downloading Adobe Photoshop is an example of which type of e-commerce product?

Physical goods
Services
Audiobooks
Software

An e-commerce business receives a large amount of website traffic. What does this traffic data indicate?

The number of return customers
The number of visits to the website
The number of sign-ups to the business’s newsletter
The number of sales made on the website

What capabilities do e-commerce platforms offer businesses?

Create and maintain a digital storefront and sell products or services online
Manage inventory and improve physical storefront capabilities
Manage a physical storefront and order inventory online
Build and track physical storefront sales and inventory

What information does a marketer gather when researching a company’s market size?

- The level of demand for the company’s products or services

A description of customers most likely to purchase the company’s products or services

The general public’s budget for the company’s products or services
The company’s most important competition

How do tools like Google Trends help you determine the demand for a product?

They allow you to compare reviews and determine a product’s biggest competitor.
They allow you to calculate the net profit of future products.
They allow you to monitor the traffic to your website.
They allow you to compare products and determine audience interest.

Fill in the blank: Dropshipping, partnering with a vendor or wholesale supplier, and designing and creating custom products to manufacture are all examples of _____.

ways a company can source products for their business
shipping products from the supplier directly to the customer
promoting a product or service by identifying it with a particular brand
demographics to consider when conducting market research

Why is quality an important part of a company’s branding? Select all that apply.

Customers want to interact with products that make their lives easier or fit their lifestyle.
Customers want to be able to easily get the help they need.
Customers want to be able to rely on a company’s products.
Customers want to shop in person whenever they feel like it.

An online store sells home goods such as furniture and kitchen appliances. These products are examples of which common e-commerce category?

Digital products
Physical goods
Software
Services

Which of the following is considered an e-commerce service?

Business consulting
Home and office furniture
E-books
Video editing software

A brick-and-mortar store’s location and hours make it difficult for customers to visit. How does e-commerce offer the business a solution to its problem?

E-commerce stores allow customers to purchase a product at any time from anywhere.
E-commerce stores require customers to reserve a product before they purchase it.
E-commerce stores help customers find specific products.
E-commerce stores offer discounted prices when customers order online.

Fill in the blank: An “add to cart” button on a product page or a link that says “sign up to subscribe to our newsletter” on a website’s homepage are examples of _____.

market research
calls to action
dropshipping
net profit margin

An e-commerce marketer conducts secondary research to learn about a business and its audience. Which activities will they likely conduct for this secondary research?

Gather information from direct observation and surveys
Gather information from focus groups and interviews
Gather information from published sources and consumer insights
Gather information from public articles and direct observation

Which of the following customer demographics enable a marketer to better understand their target audience?

Income level, education level, and occupation
Income, purchase history, and shopping habits
Location, personal beliefs, and opinions
Age, social media activities, and health status

What are the four commonly recognized e-commerce categories?

Services, software, high-end goods, and digital goods
Digital goods, services, software, and customized goods
Physical goods, digital goods, services, and software
Physical goods, perishable goods, high-end services, and software

A stock photography website allows customers to download images for a fee. What type of e-commerce product does the business sell?

Physical goods
Services
Entertainment goods
Digital goods

Which of the following are challenges in e-commerce? Select all that apply.

Lack of in-person customer service
Difficulty stocking new products
Cost of shipping
Higher rate of returns

Fill in the blank: The total number of potential customers within a specific industry is called _____.

merchandising sample
sales dimension
retail group
market size

Which of the following describes the group of people most likely to purchase a company’s products?

Competitor
Public
Target audience
Market

Why would you track a product’s return on ad spend (ROAS)?

To compare the product to best-selling products
To determine if the product’s advertising is profitable
To calculate the net profit for your company
To determine if you should expand your inventory

A furniture business plans to bring a new couch to the market. Which product sourcing models should they consider?

- Vendor or wholesale supplier, retail, and employee manufacturing

Custom manufacturing, vendor or wholesale supplier, and dropshipping

Mass manufacturing, vendor or wholesale supplier, and dropshipping
Dropshipping, wholesale supplier, and employee manufacturing

Which of the following are reasons why storytelling is an important part of branding? Select all that apply.

Customers want to feel good about their purchases.
Customers want to understand the values that a company upholds.
Customers want to know how the company is making a difference in the world.
Customers want to write reviews of negative experiences they have with products.

Fill in the blank: Digital goods and physical goods are examples of _____.

primary and secondary research
things that can be sold online through e-commerce
software that allows a company to sell products or services online
demographics to consider when conducting market research

A retail store has a physical storefront and an online shop. What type of e-commerce model is this?

A brick-and-mortar business
An online-only business
A wholesale business
A click-and-mortar business

A marketer identifies a company’s target audience. What does the information they gather about the target audience enable them to do?

Determine the future popularity and net profit of a product
Hire new staff to create and manage the marketing campaign and audience needs
Increase product prices according to a product’s popularity
Tailor the marketing campaign and pricing strategy to suit the audience’s needs

How does a business acquire the items they want to sell to customers?

Product sourcing
Cloning
Assembling
Duplicating

Why is effective customer service important for a brand’s identity?

It allows a company to improve the quality of its product or service.
It allows a company to positively affect customers’ impression of the brand.
It allows a company to illustrate how its values align with customers’ values.
It allows customers to troubleshoot problems on their own.

Which of the following keeps track of all the items the customer plans to purchase?

Demographics
Product sources
Return on ad spend (ROAS)
Digital shopping cart

Fill in the blank: In e-commerce, research that includes conducting surveys or interviews, direct observation, or focus groups is called _____.

primary research
exploratory research
specialization research
profit research

Which of the following are helpful demographics or factors to consider when doing research to determine the target audience? Select all that apply.

Location
Occupation
Hobbies
Self-control

Fill in the blank: The _____ for a product indicates the amount of money left over after expenses are paid.

break-even point
current ratio
net profit
cost of goods

A company receives electronic payments from customers who buy its digital services online. What type of business model does this company use?

Direct sales
Wholesale
E-commerce
Brick-and-mortar

An online store receives a large number of conversions for a new product. What do these conversions indicate?

Customers purchased the product by completing the checkout process.
The store gained a large number of return customers.
The store tracked the items customers plan to purchase.
Customers visited the store after clicking an ad.

A company designs and produces custom products by partnering with a manufacturer. What is the benefit of using this product sourcing model?

It allows the company to sell products and services offered by trustworthy brands.
It is the fastest way to introduce a product to the market.
It is a cost-effective process and requires no upfront commitment.
It gives the company more control over the design and quality of its products.

Which tactic might help an e-commerce store improve its brand identity?

Share promotions and ads on every page of the store’s website
Highlight low prices and discounts as the store’s primary focus
Include frequently asked questions (FAQs) on the store’s website
Duplicate a competitor’s brand strategy

Week 2 – Learn about online stores

What type of store should a business consider if it wants to sell its products online?

- A click-and-shop store

An e-commerce store

A physical store
A warehouse store

What does it mean if an e-commerce store is accessible?

- The website is designed to sell products that people with disabilities can easily access.
- The website is designed and built to be accessible to people with disabilities at specific times.

The website is designed to allow people with disabilities to use and navigate the site effectively.

The website is designed to work on all types of devices, including computers, mobile phones, and tablets.

A business plans to use an e-commerce platform that offers unlimited access to update the website at any time. Why is open-source software the best choice for this website?

- Open-source software does not require web design, web development, security, and IT maintenance.
- Open-source software enables a business to use a service to publish its website on the internet for free.

Open-source software allows a business to control and customize the design and functionality of an e-commerce website.

Open-source software does not require coding and technical skills to create and maintain an e-commerce store.

A business uses a SaaS (Software-as-a-Service) e-commerce platform. What is one of the benefits of using this type of platform?

- It integrates with all third-party apps.

It is available on a subscription basis.

It offers full customization options at no cost.
It accepts all payment methods.

A marketer creates ads, emails, and social media campaigns on Shopify. Which tool allows them to do this?

- Sales view
- Advertising manager

Marketing dashboard

Marketing app

A business registers with the Google Merchant Center. How does this decision benefit their company?

- It provides access to original source code.
- It is available on an affordable subscription basis.

It increases product visibility with accurate Google Shopping listings.

It provides hosting, security, and customer service with Google Shopping.

Fill in the blank: A store that sells its products online is called _____.

a convenience store
an e-commerce store
a consignment store
a franchise

Which of the following are basic elements that customers can expect to find on almost any e-commerce site they visit? Select all that apply.

Product detail pages
Calendar
Home page
Navigation bar

Fill in the blank: When a website is ____ that means it has been specifically designed to work on all types of devices, including computers, mobile phones, and tablets.

responsive
reactive
impassive
sensitive

Fill in the blank: Shopify, WooCommerce, and Magento are all examples of _____.

Tweets
brick-and-mortar stores
hashtags
e-commerce platforms

Which of the following software allows the user to access and edit the original source code?

Ransomware
Open-source software
Wilderness software
Malware

Which of the following is a web-based software available on a subscription basis?

Software-as-a-Service
Rullion software
Quoit software
Napiform software

Fill in the blank: The URL or web address for a website, such as www.example.com is called a _____.

domain
hyperlink
browser
host

Which of the following can be done in the marketing dashboard of a Shopify account? Select all that apply.

Ability to create campaigns for ads, email, social media, and other marketing channels
Ability to create discounts that apply automatically to a customer’s cart
Ability to review an overview of key metrics like total sales, conversion rate, and average order value
Ability to automate campaigns to display ads and send messages based on customer behavior

Which tool allows advertisers to upload their store and product data to Google and make it available for Shopping ads and other Google services?

Google Drawings
Google Merchant Center
Google Sheets
Google Slides

While building a Shopify account, where can a user go if they do not find the sales channel they want in their list?

Shopify App Store
Apple Store
Amazon Appstore
Microsoft App Store

Shuffle Q/A

Which of the following can be done through an e-commerce platform? Select all that apply.

Interacting with customers face-to-face
Receiving payments
Adding and updating products
Processing, shipping, and handling

Which of the following features includes a collection of links to other pages within a website?

Navigation bar
Contact page
Search page
Product detail pages

Which of the following are e-commerce platforms? Select all that apply.

BigCommerce
Wix
Floricomous
Squarespace

Which of the following are disadvantages to Software-as-a-Service (SaaS)? Select all that apply.

Payment methods may be limited
Integration may be limited
Coding skills necessary
Customization may be limited

Fill in the blank: _____ is a brief written description of an image that helps screen readers and search engines understand what is shown in the image.

Alt text
SKU
Meta description
Product description

Which of the following are characteristics of a good product description? Select all that apply.

Includes bullet points for the features
Describes the basic features of the product
Explains the image or video of the product
Tells the customer how the product can meet their needs

Which of the following are benefits of the Google Merchant Center? Select all that apply.

Provides accurate Google Shopping listings
Provides the user access to original source code
Offers simple Google AdWords integration
Allows users to review capabilities for online products

Which of the following are reasons adding multiple sales channels is good for a business? Select all that apply.

It helps a business reach more customers
It makes a website user-friendly, with no coding or developer knowledge necessary
It helps a store promote and sell products, manage orders, and track inventory all in one place
It offers an all-in-one solution for businesses of all sizes

An e-commerce business has a responsive website. How does this website design principle affect customers?

It informs customers about a product’s description, specifications, and reviews.
It allows customers with a disability to navigate the website easily.
It links customers to popular products they are interested in.
It allows an easy and efficient customer experience, regardless of screen size.

Which of the following are advantages to open-source software? Select all that apply.

All-in-one solution with hosting, security, and customer service
No coding skills necessary
Complete control over a website’s design and function
Endless customization options

What disadvantage of SaaS should a business consider when searching for an e-commerce platform?

It may only integrate with certain third-party apps or shopping channels.
It connects businesses with website developers who manage websites.
It is an all-in-one solution that provides hosting, security, and customer service.
It requires businesses to pay separately for a web hosting service.

Why would you include SKUs for each product when you update an e-commerce website’s product page?

The unique code helps you choose the best payment method for the website.
The unique code helps you add a custom domain to the website.
The unique code helps you identify a product and track inventory and sales numbers.
The unique code helps you upload product images from a device.

What tool enables you to advertise products with Google Shopping?

Google Merchant Center
Google Ads
WooCommerce
Shopify

What is the primary purpose of a navigation bar that appears at the top of an e-commerce website?

To allow customers to search for and find results from the website
To display images, specifications, and reviews about a product
To display company information, team members, and contact information
To help customers find the section of a website that will be most useful for them

An e-commerce website includes video captions and screen readers to help people with disabilities navigate the site. What website feature do these tools enable?

Web responsiveness
Web functionality
Web permission
Web accessibility

Imagine a shoe retailer is ready to open an online store. What should they use to create their shop?

A blog
An e-commerce platform
A listicle
A newsletter

What is the purpose of adding multiple sales channels in Shopify?

To make it easier to sell products in more than one place
To ensure secure checkout
To create discounts to manage promotions
To access the original source code of a website

A marketer adds a product detail page to an e-commerce store to provide information about its products. What information does the marketer likely include on the product page?

Product descriptions, images, specifications, and reviews
Product pricing information from competitors and peers
Product history, production process, and certifications
Featured articles, industry updates, and social media stats

A business uses Shopify to sell products to customers online. Shopify is an example of what type of solution?

A product software
A retail software
A sales platform
An e-commerce platform

Which of the following are disadvantages to open-source software? Select all that apply.

There are separate fees for web hosting.
There are additional costs involved, such as web development.
There are limits on customization.
The software requires coding and technical skills.

Fill in the blank: _____ is a unique code that retailers use to identify a product and helps the retailer track inventory and sales numbers.

HTML
SKU
Hex code
JavaScript

Which of the following can be done in the discounts section of a Shopify account? Select all that apply.

Create discounts to manage promotions
Apply discounts to a customer’s order when they enter the discount code at checkout
Create campaigns for ads, email, social media, and other marketing channels
Create discounts that apply automatically to a customer’s cart

What can a marketer do to add a new sales channel to a Shopify store?

Visit the Channel App Store
Visit the Shopify Channel Store
Visit the Shopify App Store
Visit the Google App Store

What are the two types of software typically used for e-commerce platforms?

Open-source or SaaS (Software-as-a-Sale)
Open-sale or SaaS (Sale-as-a-Service)
Open-source or SaaS (Software-as-a-Service)
Closed-source or SaaS (Software-as-a-Service)

Which of the following are advantages to Software-as-a-Service (SaaS)? Select all that apply.

Built-in templates for e-commerce stores
All-in-one solution with hosting, security, and customer service
User-friendly software that works without coding skills
Complete control over a website’s design and function

As a marketer uploads an image they add a brief written description. This description helps screen readers and search engines understand what is in the image. What feature did the marketer add to the page?

Alt text
Alt images
Description text
Image ID

Which of the following would a company need to create and publish a Google Merchant Center account? Select all that apply.

At least one existing Google account
A verified website and business
A team member with technical coding skills
Up-to-date product data on their e-commerce store, including pricing, availability, and shipping information

A marketer uses an e-commerce platform to update products and manage customer orders. What additional capabilities does the platform offer the marketer?

Pay rent, utilities, and employee salaries
Interact with customers in person and exchange store products
Keep and sell products in a physical store
Receive payments and handle shipping and fulfillment

What is the primary purpose of a navigation bar that appears at the top of an e-commerce website?

To display company information, team members, and contact information
To help customers find the section of a website that will be most useful for them
To display images, specifications, and reviews about a product
To allow customers to search for and find results from the website

A business would like to use an e-commerce platform to create a custom online store. Which of the following options should they consider?

Mailchimp
Salesforce
Adobe Photoshop
WooCommerce

An e-commerce business hired a web developer to edit original code and fully customize and create its e-commerce store. What type of e-commerce platform are they likely using?

SaaS e-commerce platform
Open-source e-commerce platform
Content management e-commerce platform
Retail application e-commerce platform

What tool offers e-commerce businesses accurate Google Shopping listings and exclusive Google Analytics support for online products?

Squarespace
Google Ads
Magento
Google Merchant Center

Week 3 – Ads and campaigns in e-commerce

Fill in the blank: E-commerce specialists need to prepare for seasonal events. In order to do this, they need to use _____, which uses machine learning to optimize for conversions or conversion value in every auction.

- Performance Planner
- seasonal ranking
- trend tracking

Smart Bidding

E-commerce specialists often use the Google Trends forum. What does this tool enable them to do?

- Automatically target customers with limited-time deals, discounts, or free shipping
- Increase a product’s price to make it competitive with other retailers

Explore what customers around the world are searching for on Google

Identify where a customer decided to leave the shopping experience

Consider the following scenario:

An established business in the community is considering a move to online advertising. They typically market their products in various print publications, but have recently observed a decline in sales and overall customer traffic. However, they are not sure if they should try online advertising.

What benefits of online advertising could convince this business to advertise online?

It is time sensitive and has a strong return on investment.
It leads to less competition and higher price points.
It is cost effective and quick and easy to produce.
It leads to digital engagement and greater creative capabilities.

2.Consider the following scenario:

A company wants to market their new campaign with a television ad. In order to produce this type of advertisement, they will need to hire actors, writers, and a production crew. After reviewing the extensive production process, the company realizes that they do not have the time or financial resources to do a television ad.

What kind of advertising could they afford that would be quicker and easier and able to reach a large audience?

Online advertising
Radio advertising
Billboard advertising
Print advertising

What are the different campaign types that Google Ads offers? Select four.

Shopping
Display
Social
Search
Video

Fill in the blank: Like display campaigns, _____ help a company’s potential customers meet their e-commerce products at the start of the buying journey and help spread awareness about a company’s brand.

Video campaigns
Search campaigns
Media campaigns
Shopping campaigns

What are the advantages of using a Smart campaign? Select three.

Controls the budget
Automated
Saves money
Easy setup

Fill in the blank: For e-commerce, Smart shopping campaigns are the best Smart campaigns to help maximize _____.

search capabilities
brand interest
shopping potential
product development

Consider the following scenario:

A digital marketer is creating a Smart Shopping campaign in Google Ads. Their next step is to specify the products they want to advertise in the campaign. They decide that because there are so many products available, their entire feed should appear in their ads.

Why is it problematic to take this approach?

It may limit or eliminate keyword product search results.
It would result in too many unwanted clicks.
It could reduce their specificity and worsen their performance.
It might attract customers outside of their target market.

When is the best time for businesses to target new contacts and attract new audiences?

Summer months
On-season
Off-season
Work week

Fill in the blank: E-commerce specialists need to prepare for seasonal events. In order to do this, they need to use _____, which will make seasonality adjustments to optimize for conversions or conversion value in every auction.

seasonal ranking
smart bidding
trend tracking
performance planning

Fill in the blank: Resolving _____ improves the buyers experience with your brand and could help bring customers back to your site.

budget limitations
inventory excess
industry slumps
pain points

Shuffle Q/A

Fill in the blank: To improve _____, advertisers have shifted their advertising budgets to focus largely online.

customer knowledge
marketing pain points
inventory
cost-efficiency

As an e-commerce marketer, you will likely encounter different ad campaigns that suit your business needs and help you reach your audience. What are the four common types of e-commerce ad campaigns?

Shopping, Search, Billboards, and Video
Search, Display, Video, and Maps
Shopping, Search, Display, and Video
Search, Display, Video, and Apps

Fill in the blank: Commonly used in e-commerce, _____ have a limited time to make an impression on potential customers and are placed before, during, or after ads.

Search campaigns
Media campaigns
Shopping campaigns
Video campaigns

What type of campaign provides a simpler business marketing experience by combining Search and Display campaigns and allows Google to control most of the campaign’s management?

Automated campaigns
Diverse campaigns
Smart campaigns
Media-generated campaigns

As an e-commerce specialist, you create an automated campaign that allows you to optimize for more sales and reach shoppers across Google’s sites and networks. What campaign does this refer to?

Automated campaign
Diverse campaign
Smart Shopping campaign
Product campaign

As an e-commerce marketer, you choose a campaign name and then set the goals for a Smart Shopping campaign. What should you select as the goal?

“Inventory” then “Discovery”
“Views” then “Display”
“Leads” then “Video”
“Sales” then “Shopping”

As an e-commerce marketer, you create a marketing strategy for when customers are much more likely to buy products due to related weather variables or special events. What season does this refer to?

On-season
Warmer months
Off-season
Holidays

An e-commerce specialist uses Google Ads Performance Planner to prepare for the on-season. What does this tool allow them to do?

Identify when a user search is likely to generate a conversion with high-value
Determine the perfect bid and budget settings for campaigns that run year-round
Manually and automatically adjust bids to receive the highest number of store visits
Reuse the same marketing strategy during on- and off-season periods of the year

A business considers online advertising compared to traditional advertising. Its goal is to target a larger audience to help increase sales. What key benefit of online advertising applies to this specific goal?

Online advertising is time sensitive and has a strong return on investment.
Online advertising allows businesses to create global campaigns without a high cost.
Online advertising helps businesses track analytics where their ads are viewed.
Online advertising requires less work and is quick and easy to produce.

Fill in the blank: _____ have become the primary way for companies to get their brands recognized and products discovered.

Online forums
Billboard campaigns
Ecommerce stores
Online ads

Fill in the blank: _____ offer a variety of campaign types to help digital marketers craft specific messaging in their online ads to attract and engage potential customers.

Web browsers
Google Ads
Social media platforms
Digital strategists

A marketer aims to connect with new customers by placing image ads across several websites. What is a benefit of using the Google Display Network to achieve their goal?

It places video advertisements before, during, or after YouTube videos.
It promotes online inventory and boosts traffic to a website store.
It reaches over 90 percent of Internet users worldwide.
It creates product listings that appear on search results.

When creating a Smart campaign, you give Google control of the campaign’s direction and how the budget is spent. What is a benefit of this?

Spend less time checking on the campaign while it operates
Show inventory to customers at the right time across different networks
Gain access to unlimited campaign goals and keywords
Pay when someone clicks on an ad but doesn’t make a purchase

An e-commerce marketer creates an ad campaign that uses real-time signals like user queries, time of day, and devices to show products to customers. What is a benefit of choosing a Smart Shopping campaign to reach customers at the right time?

It uses the time shoppers spend viewing a product to encourage shoppers to complete a purchase
It uses technology to choose the best budget strategies and targets shoppers at the same time
It uses technology to optimize for sales and reaches shoppers across Google’s sites and networks
It controls the keyword search and conversion metrics that drive shopper traffic to a website

What campaign goal should a digital marketer select when creating a Smart Shopping campaign in Google Ads?

Views
Sales
Inventory
Leads

Fill in the blank: During _____, businesses can expect to receive the most financial gain.

the holidays
the on-season
the off-season
the warmer months

As an e-commerce specialist, you often recognize common trends in the industry. You use an adjustment tool in Google Ads that informs the smart bid tool when to change its bidding behavior. What is this an example of?

Conversion value
Budget changes
Profitability
Seasonality

What e-commerce benefit is cost effective, quick and easy to produce, and has global reach?

Social media campaigns
Print marketing
Smart bidding
Online advertising

A business aims to market its new product to an international audience. They require a method that generates ads easily, as their budget does not allow for additional expenses or detailed planning. How does online advertising enable them to do this?

By targeting specific countries using digital marketing technologies
By using automated structures that streamline the advertising process
By hiring actors and a production crew and writing the script
By allowing them to track analytics to learn where their ads were viewed

An e-commerce marketer creates an ad campaign that is not limited to the Google Search platform but can appear on any platform part of the Google Display Network. Which ad campaign did they create?

A video campaign
A display campaign
A search campaign
A social campaign

A marketer aims to reach new and returning customers online and considers different ad campaigns. Why should they consider a video ad campaign to reach their goal?

It reaches customers by placing an image advertisement across various websites.
It reaches billions of users worldwide before, during, or after YouTube clips.
It reaches customers who know what they want and are ready to make a purchase.
It reaches customers by listing products on search results along with a photo and price.

Fill in the blank: Those in the e-commerce industry use _____ to determine when a business will receive a potential increase or slowdown in revenue sales.

seasonality
Google Ads
Search campaigns
Smart Bidding

Fill in the blank: The_____is a tool that allows a company to forecast the impact of different spending scenarios and events during upcoming seasons.

Performance Planner
Predictive Measurer
Smart Bidder
Seasonal Adjuster

How can e-commerce specialists optimize their e-commerce strategy? Select all that apply.

Conduct more research on the industry’s booms and slumps
Provide a digital checkout process
Reconsider pricing
Simplify the buying process

Fill in the blank: Working in the field of e-commerce, digital marketers are likely to encounter four types of _____ campaigns that fit their business needs.

influencer-generated
traditional media
automated
Google Ads

Fill in the blank: A _____ is an automated campaign management tool within Google Ads that helps a digital marketer promote their business.

Smart campaign
Bidding campaign
Search campaign
Virtual campaign

What are the benefits of a Smart Shopping campaign? Select all that apply.

Optimize existing ad products
Create extensive goals for sales
Limit overall budget control
Leverage automatic bidding

Fill in the blank: When a digital marketer creates a Smart Shopping campaign in Google Ads, by default, it sets bids that maximize the _____ within their provided average daily budget.

lead generation
value of conversions
views per customer
customer experience

As an e-commerce specialist, you use seasonality adjustments to inform Smart Bidding and prepare for seasonal events. What does this tool allow you to do?

Set a time and date for when you expect a short spike in the conversion rate
Manually adjust your bids automatically to give you the highest number of store visits
Determine when a user search is likely to generate a conversion with high-value
Select the perfect bid and budget settings for campaigns that run year-round

Fill in the blank: When optimizing your e-commerce strategy, consider adjusting certain product prices so that they match or are _____.

lower than seasonal prices
lower than your competitors
higher than your competitors
higher than seasonal prices

Before online advertising, what type of audience was nearly impossible for small to medium-sized companies to reach?

A younger audience
The audience of elite shoppers
A global audience
The competition’s audience

A marketer uses various campaign types to create specific messaging for their online ads and attract and engage their target audience. What did they use?

Web browsers
Digital strategists
Google Ads
Social media platforms

As an e-commerce marketer, you aim to sell a product by listing it on search results along with a photo of the product and its price. Which ad campaign should you create?

A YouTube ad campaign
A search ad campaign
A video ad campaign
A shopping ad campaign

As an e-commerce specialist, you create an automated campaign that only requires a few steps to complete and saves you time and money. What campaign does this refer to?

An Automated campaign
A Diverse campaign
A Smart campaign
A Shopping campaign

As an e-commerce marketer, you create a campaign that maximizes shopping potential by combining your single existing product feed and assets into ads across a variety of networks. What campaign is this?

Diverse campaign
Automated campaign
Smart Shopping campaign
Product campaign

Fill in the blank: In order to determine when a company might experience a spike or slow down in e-commerce traffic, they can use _____, a tool that lets them explore global Google searches.

Google Ads
Google News
Google Search
Google Trends

What default does a Smart Shopping campaign set when choosing an average daily budget?

Bids that maximize the views per customer within the provided average daily budget
Bids that maximize the value of the conversions within the provided average daily budget
Bids that maximize the customer experience within the provided average daily budget
Bids that maximize the lead generation within the provided average daily budget

Week 4 – Engage customers with an online store

Fill in the blank: An e-commerce _____ system is software that allows a business to process payment transactions from customers online.

- protection
- checkout
- pay per click (PPC)

point-of-sale (POS)

Fill in the blank: In order to reduce cart abandonment, the checkout process needs to be easy to navigate on a _____, since more customers are shopping on them.

mobile device

laptop
smart watch
home digital assistant

Fill in the blank: _____ describes all the steps that take place between receiving an order and delivering the order to the customer.

- Inventory statement

Order fulfillment

Product placement
Item shipment

What are the benefits of using the dropshipping model in e-commerce?

- The shipping service owns, manages, and stores all inventory.

It allows for custom packaging that suits the brand.

It offers storage for a brand’s products.
It allows the brand to control the quality of its packaging and labeling.

What is personalization?

The practice of delivering a customized experience for each customer
The outcome of limiting the consumer audience to the most exclusive
The process of creating content for a singular user
The act of transforming a potential customer into a brand evangelist

Which are personalization options for rewards programs? Select all that apply.

Free birthday gift
In-store bonus
Discount code for signing up
Reward for referral

When can a customer enter the checkout process?

After they complete a brief survey
After they add an item to their shopping cart
Once they create a store account
Once they browse at least three items on the site

What is a point-of-sale (POS) system?

Checkout software that allows customers to choose to leave the retailer as a guest or store account holder
Cart detection software that records the amount of items in every customer’s shopping cart
Software that allows a business to process payment transactions from customers online
Software that updates the price of items based on the currency used in the customer’s geographical location

Why do online customers abandon their shopping carts? Select all that apply.

They are just browsing.
The shipping fees are too high.
They earned too many store discounts.
They are not ready to make a purchase.

Consider the following scenario:

A customer is in the process of purchasing several clothing items at an online retailer. As they review their cart, they notice a disclaimer in small print next to each item. It reads: “All sales final. No exchanges. No refunds.” Disappointed in learning this store policy, the customer decides to navigate to another online store, abandoning the items in their cart.

What store policy caused the customer to abandon their cart?

Purchase policy
Payment policy
Returns policy
Sales policy

What is order fulfillment?

Stages of adding items to the cart, entering promotional codes, selecting a shipping option, and making a payment
Procedures of checking the accuracy of the order prior to accepting the customer’s payment
Actions that occur once a customer places an order to verify that the items are in stock
Steps that take place between receiving an order and delivering the order to the customer

What are the disadvantages of in-house fulfillment?

Risks poor oversight of workmanship that could damage the quality of the brand
Requires a significant amount of time and effort, enough space to store products, and enough staff to fulfill the orders
Limits packaging options that reduces shipping efficiency and increases costs
Needs a substantial investment in inventory, which might not sell, taking up valuable warehouse space

Fill in the blank: _____ is when products are shipped from the supplier directly to the customer.

Fulfillment servicing
Dropshipping
In-house fulfillment
Third-party shipping

What are the benefits of using a fulfillment service? Select all that apply.

Gives companies control over the quality of work
Offers custom packaging
Frees up time for the e-commerce business
Provides faster shipping if there are multiple locations

Shuffle Q/A

A marketer plans to engage customers online by personalizing the customer experience. What should they do to achieve this goal?

Deliver an online experience that is similar to an in-store experience
Offer customers an experience they would expect from the brand’s competitors
Engage customers across several social media platforms
Share regular promotions and offer customers free shipping

A marketer plans to engage customers by offering a rewards program. What is the goal of this e-commerce practice?

Encourage repeat purchases by offering customers incentives
Help customers complete the checkout process
Guide customers to different pages on a website
Share product details and specifications with customers

Which types of transactions can some point-of-sell (POS) systems process? Select all that apply.

Telephone
Fax
Digital
In-person

How can a marketer encourage customers to complete a purchase and not abandon their carts?

Wait to display additional fees until the end of the checkout process
Offer free shipping and no unexpected fees
Offer a promotion when customers share products on social media
Include a minimum order limit

Fill in the blank: Website errors cause doubt and a lack of trust in the customer’s mind, resulting in _____.

customers dissatisfied with their purchase
more promotional coupon usage
the closure of the e-commerce store
cart abandonment

An e-commerce company uses a separate business to store its inventory. The business conducts the order fulfillment process and ensures that orders are packaged and delivered to customers. What action did the company take?

They hired a fulfillment service.
They hired an in-house team.
They hired a warehouse service.
They hired a dropshipping service.

What is the advantage of in-house order fulfillment for an e-commerce brand?

The brand does not require space to store inventory.
A third party owns, manages, and stores all inventory on the brand’s behalf.
The brand can use custom packaging that suits the brand.
The brand can ship orders from multiple locations.

An e-commerce business considers the best way to get its products to customers. Why would they use a fulfillment service to manage the order fulfillment process?

It offers custom packaging that suits the brand’s identity.
A third party owns, manages, and stores the brand’s products.
The service allows the brand to control its product quality.
It offers multiple distribution centers that enable faster delivery times.

Fill in the blank: One of the most important ways to engage customers and strengthen their connection to a brand is to _____ the customer experience.

monetize
evangelize
personalize
visualize

Besides personalized recommendations, how else can an e-commerce store engage customers?

Try less conventional marketing tactics
Use mainstream advertising content
Create additional customer feedback surveys
Offer a rewards program

An e-commerce business plans to optimize the checkout process on its website. Which of the following recommendations should they consider to reach their goal?

The checkout process should include upselling techniques.
The checkout process should be fast, easy to understand, and secure.
The checkout process should be easy to understand and designed for account holders.
The checkout process should be secure and use one payment option.

An e-commerce business uses a point-of-sale (POS) system to capture payment information. What additional information might they capture at this stage? Select all that apply.

Order history
Browsing history
Promotional codes
Email signups

Fill in the blank: The biggest reason for cart abandonment is when the costs for _____ are too high.

currency conversions
shipping or taxes
multiple orders or promotions
gratuity, item limit, or returns

A marketer improves an e-commerce store’s checkout process. Which of the following steps did they likely implement?

Optimize the checkout process for mobile devices
Offer free pick-ups instead of delivery
Include a single payment option
Offer a strict returns policy

What steps are involved in the order fulfillment process? Select all that apply.

Processing returns
Picking up the products from the warehouse
Packing the products
Shipping the package to the customer

What are the benefits of in-house fulfillment? Select all that apply.

Less inventory risk
Faster to launch
Control over the quality of the work
Custom packaging

What is dropshipping?

When a company handles everything themselves.
When a third-party company prepares and ships orders from their fulfillment centers.
When products are shipped from the supplier directly to the customer.
When there are multiple locations and the product ships from the location closest to the customer’s home.

Why would an e-commerce business consider using a fulfillment service instead of dropshipping?

They own their products and would like to outsource packaging and shipping tasks.
They have a warehouse to store products and staff to fulfill orders.
They are interested in creating customized branded packaging.
They are interested in purchasing and storing inventory owned by a third party.

How can a brand personalize its rewards program?

Ask customers to share product reviews on social media
Offer customers free shipping with every order
Send monthly “product update” newsletters
Send customers gifts on their birthdays

An e-commerce business plans to optimize its website to reduce the number of abandoned carts. What action will help them achieve their goal?

Offer pick-ups instead of delivery
Open a physical store
Include one payment option
Offer a generous returns policy

An e-commerce company processes all its orders and ships packages to customers. What is this process called?

Product placement
Order handling
Inventory dispatch
Order fulfillment

Fill in the blank: Handling fulfillment _____ gives a company the most control over the quality of the work.

in house
by product
with dropship
from a service

When would an e-commerce company use a dropshipping model instead of performing in-house order fulfillment?

They have space to store products and staff to fulfill orders.
They do not own their inventory.
They own their inventory and store it in their warehouse.
They own their inventory but require a third party to prepare and ship orders.

What strategies can an e-commerce brand use to provide personalized experiences to its customers?

Share product recommendations based on the best-rated or most popular products
Apply a one-size-fits-all approach to send product recommendation emails to customers
Offer product recommendations based on customers’ browsing histories or recent purchases
Use customer reviews to create product recommendation reminders and send them to customers

Which ways can a customer move through the checkout process? Select all that apply.

Check out as a guest
Sign into their account
Create an account
Sign in with their digital wallet

Why do e-commerce stores use a point-of-sale (POS) system?

To securely process online payment transactions
To send customers discounted offers for popular products
To effectively gather customer data such as order history
To capture promotional codes and assign them to products

An e-commerce company does not own its inventory and is interested in shipping orders from a supplier directly to the customer. What type of fulfillment model does the e-commerce company use?

Fulfillment service
In-house order fulfillment
Dropshipping
Direct-to-consumer orders

A marketer engages customers online by delivering a tailored experience to each customer. What e-commerce practice does this refer to?

Engagement
Customization
In-store experience
Personalization

Fill in the blank: Customers are more likely to buy and less likely to abandon their carts if there is ____.

free shipping and no unexpected fees
a buy now, pay later feature
a positive customer review and free return labels
celebrity endorsement and a trending product

When might an e-commerce company consider performing in-house order fulfillment instead of using a fulfillment service?

They are interested in shipping orders from the supplier directly to the customer.
They want a third party to manage and store all its inventory.
They want to spend more time engaging customers instead of shipping products.
They have space to store products and staff to fulfill the orders.

Fill in the blank: When an e-commerce store needs to fulfill an order, they can use a _____, which is a third-party company that prepares and ships orders from their fulfillment centers.

dropship service
fulfillment service
preparation service
packaging service

What is an e-commerce rewards program?

A marketing practice designed to deliver a personal and customized experience to each customer according to their purchase history
A marketing strategy designed to build customer loyalty by providing incentives for customers to continue shopping with a brand
A marketing tool that shares a questionnaire with customers to help find the product that suits their needs
A marketing tactic designed to offer personalized recommendations to customers using their browsing history

An e-commerce business uses a system to process payment transactions online. What system do they use?

Point-of-shop (POS) system
Sale system
Conversion tracker
Point-of-sale (POS) system

Course 7 – Satisfaction Guaranteed: Develop Customer Loyalty Online

Week 1 – Introduction to satisfaction guaranteed: develop customer loyalty online

Which of the following statements about building loyalty in customers is true?

- Businesses share customer information, such as their email addresses, to third parties to sell them products they are interested in.
- Businesses send generic emails to remind customers about the products in their abandoned carts.

Businesses create a sense of community by sharing the story behind their brand and how its values align with customers’ values.

Businesses use a strict return policy to encourage customers to keep their products and not return them.

A digital marketer creates a survey to determine who their customers are and what they are shopping for. They ask, “Which of our products are you most interested in?”. What type of question is this an example of?

- An event promotional survey question

A pre-purchase survey question

A brand advertising survey question
A post-purchase survey question

What does a multi-channel customer service approach enable businesses to do?

Assist customers on the platform of their choice

Use a single platform to deliver multiple services
Save money and delay response times
Refer customers to the FAQ page before taking further action

Which of the following are ways to build trust in customers? Select all that apply.

Have email-only customer service.
Provide quality products that meet customer needs.
Limit the return policy options.
Pledge to not sell customer email addresses.

Which of the following ways to create a sense of community include customers uploading photos, writing product reviews, or being active on forums?

Create user-generated content.
Share the brand story.
Engage on social media.
Demonstrate company values.

As a digital marketer, you are creating a rewards program. Your program allows customers to graduate to a new status level based on the amount of money spent. What type of rewards program are you using?

Spend-based model
Subscription model
Points model
Tier-based model

What is an example of creating a community within the rewards program customers?

Provide incentives based on shopping habits.
Increase the discount on the rewards program.
Begin an email with the recipient’s name.
Create a virtual event for rewards members only.

Fill in the blank: _____ is displaying ads to previous visitors that contain the products or services they already viewed on your website.

Dynamic advertising
Dynamic remarketing
Impression advertising
Impression remarketing

Which of the following are reasons to send post-purchase emails? Select all that apply.

Increases brand loyalty and advocacy
Boosts traffic to a brand’s online store
Builds relationships with customers
Encourages customers to purchase items left in their cart

As a digital marketer, you are trying to receive accurate data by not asking questions such as “You like our website, right?” This represents which tip for creating customer survey questions?

Keep questions short and simple.
Avoid asking leading questions.
Have respectful and inclusive questions.
Use questions with your brand’s tone of voice.

What are examples of pre-purchase questions? Select all that apply

Who are you shopping for?
Do you anticipate purchasing from us again in the future?
Which of our products or categories are you most interested in?
What is one thing we can improve about our website experience?

Which of the following is true regarding customer service channels?

Live chat is designed for smaller businesses with less resources.
Chatbots are equipped to handle complex interactions.
It is best to offer customer support through one channel.
It’s best for businesses to clearly state their email response time.

Which type of survey is a single question that asks respondents to rate the likelihood that they would recommend a company, product, or a service to a friend or colleague?

Usability survey
Pre-purchase survey
Net Promoter ScoreⓇ (NPS) survey
Customer satisfaction (CSAT) survey

Shuffle Q/A

As a digital marketer, you create an option for customers to easily set up an ongoing delivery of your products. What strategy are you using to make it easy for customers to stay connected?

Free shipping
Subscription service
Easy returns
One-day delivery service

Beginning an email with the recipient’s name and providing incentives based on shopping habits are examples of what way to make a loyalty program successful?

Create a community within the loyalty program
Market the program to new customers
Personalize the loyalty program experience
Make the rewards program more attainable and desirable

As a digital marketer, you notice that customers often visit an e-commerce website but do not complete a purchase. How can dynamic remarketing with Google Ads help you re-engage these customers?

By displaying ads that include limited stock notifications
By displaying ads that include products that the customer has already viewed
By displaying ads that recommend a random mix of products to the customer
By displaying ads that include products the company would like to promote

Sending post-purchase emails helps ease the feeling of what among online customers?

Buyer’s remorse
Seller’s excitement
Buyers excitement
Seller’s remorse

As a digital marketer, you pace your communication with customers as part of an effective post-purchase communication strategy. How can you pace your communication?

Wait an appropriate amount of time before emailing customers to prevent them from being overwhelmed by the business.
Quickly offer discounts or free gifts via email to encourage customers to return to the business.
Send several emails to customers regularly so that they remember the business and return for a purchase.
Personalize the experience and greet customers by their names instead of referring to them as “customer.”

Which of the following questions should you use to reflect on your survey after completing it? Select all that apply.

Does this question make an assumption about my customer?
Does this question ask too much personal information?
Should this question be more complex?
Is the wording used in the question simple and easy to understand?

Which page on your website is likely to save you time, build trust between your brand and customers, and bring in new traffic to your website?

Contact page
Frequently asked questions (FAQ) page
About us page
Terms and conditions page

A marketer creates a customer satisfaction (CSAT) survey and sends it to a large database of customers. What information did they gather from the CSAT survey?

How satisfied customers are with the website
How loyal customers are to the business
How satisfied customers are with the business’s products or services
How willing customers are to refer the business to friends

As an e-commerce marketer, you know that customer loyalty is necessary to build a brand. Which of the following will help you build customer trust and ultimately gain their loyalty?

Offer useful products with a quality guarantee
Maintain email-only customer service
Limit the return policy options
Share customer information with relevant businesses

An e-commerce marketer builds customer loyalty to a brand by creating a sense of community online. They encourage customers to share their experiences with the brand. What actions can the marketer encourage customers to take as part of the brand community? Select all that apply.

Sign up for a subscription service
Write a product review
Join a forum
Upload photos to social media

As a digital marketer, you use a subscription program to incentivize customers. What could this subscription model require customers to do?

Make a recurring or annual payment
Reach a specific spending goal
Spend money to reach a higher tier
Spend money to gain points

To create an effective e-commerce rewards program, businesses should consider how they can create a community within their customer base. Which of the following helps with community building?

Share an infographic about the business
Begin an email with the recipient’s name
Use exciting copy on the shop page
Create a members-only virtual event

As a digital marketer, you aim to remove any sense of regret customers may experience after making a purchase. What follow-up method can help ease these negative feelings? Select all that apply.

Send customer satisfaction surveys that let customers rate products using a type of scale system
Send multiple emails to remind customers how successful the business is and that they should be happy with their purchase
Send “thank you” emails that provide a short and friendly follow-up that shows your appreciation to customers
Send “Hurry” emails that provide a follow-up promotion and asks when they will make their next purchase

As a digital marketer, you use surveys to help understand customer needs and interests. Which of the following tips should you consider when creating survey questions?

Complex answer options perform better.
Remember to use the brand’s tone of voice.
Freely ask for personal and sensitive information.
Leading questions gather more information than open-ended questions.

Which type of survey measures a customer’s satisfaction with products or services?

Usability survey
Buyer persona survey
Pre-purchase survey
Customer satisfaction (CSAT) survey

An e-commerce marketer builds customer loyalty by sending an email about the company’s environmentally friendly approach to their products. What strategy for building community are they using?

Offer customers a subscription
Demonstrate company values
Share about the team
Create user-generated content

As a digital marketer, you offer a tier-based rewards program to encourage customers to purchase from a brand. What incentive could you use for a tier-based rewards program?

“Free shipping on all purchases over $200”
“Reach silver status if you spend over $150”
“Same-day delivery when you pay the annual fee”
“Earn one point for every dollar you spend”

As a digital marketer, you create a rewards program that allows customers to sign up for a virtual club after making a purchase. Why do you use this rewards program tactic to increase customer loyalty?

It allows customers to join a community of people with similar interests.
It encourages customers to reach a specific spending goal.
It gives customers access to members-only customer service support.
It offers customers a discount based on their shopping habits.

A digital marketer learns that many customers are familiar with a business and have considered buying its products. However, they have not made a purchase. Why would the marketer use dynamic remarketing to reach these customers?

It provides a detailed description of the business’s products compared to competitors.
It increases the price of products when displaying the ads to customers.
It encourages customers to return to the store and complete their purchase.
It helps sell low-performing products faster.

Fill in the blank: Businesses send _____ to prompt customers to make a repeat purchase when the items they previously bought are limited.

review request surveys
customer satisfaction surveys
replenishment emails
“thank you” emails

As a digital marketer sending post-purchase emails, you are waiting an appropriate amount of time before sending emails to customers. This represents which tip for effective post-purchase communication?

Pace your communication
Offer incentives
Strike a balance between promotional and engaging
Personalize the experience

As an e-commerce marketer, you aim to build customer loyalty to a brand. You know that customers need to trust the brand to become loyal and make repeat purchases. How can you build customer trust in the brand?

Include a short time frame for returns and exchanges.
Offer free shipping and returns.
Share customers’ personal and financial information.
Engage with customers via social media rather than email.

Which of the following statements regarding building loyalty in customers is true?

Building loyalty is the third stage of the marketing funnel.
Email providers typically recognize abandoned cart emails as spam.
12% of customers buy from brands who share their values.
Writing product reviews and uploading videos are examples of user-generated content.

As a digital marketer, you are creating a rewards program. Your program has an incentive based on the amount paid during a single purchase. What type of rewards program are you using?

Spend-based model
Tier-based model
Points model
Subscription model

What are ways to make a rewards program more personalized? Select two.

Begin an email with the recipient’s name
Provide incentives based on shopping habits
Create a virtual event for rewards members
Automatically enroll customers in the program

What is the marketing term for displaying ads that contain the products or services that previous customers already viewed on your website?

Impression advertising
Dynamic advertising
Dynamic remarketing
Impression remarketing

A digital marketer creates questions for a customer survey. What can they ask themself to ensure the questions effectively gather customer information?

How can I write this question in simple, easy-to-understand language?
How can I structure this question to assume something about the customer?
How can I include more steps for the customer to complete?
How can I ask the customer for more sensitive information?

As a digital marketer, you manage customer expectations about how soon they will receive a response from a business. Which of the following ways could you use to manage expectations?

Use a single social media channel to communicate all customer service-related updates
Send an email informing customers that response time varies depending on a query’s importance
State the expected response time in the Contact Us section of the website
Add a disclaimer to the website footer to communicate that a delay in response time is likely

A marketer uses a survey to determine how loyal customers are to the business. They use a single question that asks respondents to rate the likelihood that they would recommend the product or service to a friend or colleague. What type of survey did they use?

Pre-purchase survey
Net Promoter ScoreⓇ (NPS) survey
Customer satisfaction (CSAT) survey
Usability survey

As a digital marketer, you are creating a rewards program. Your program allows customers to make a recurring payment in order to receive an exclusive incentive. What type of rewards program are you using?

Tier-based model
Points model
Spend-based model
Subscription model

What are examples of post-purchase questions? Select all that apply.

Which of our products or categories are you most interested in?
Who are you shopping for?
Do you anticipate purchasing from us again in the future?
What is one thing we can improve about our website experience?

How does a frequently asked questions (FAQs) page on a company’s website help build customer trust?

It indicates the company is successful because it ranks high on Google search results pages.
It demonstrates the company has considered common customer scenarios and concerns.
It allows customers to share concerns in real time with a company representative.
It shares a contact form on the website that customers can use to ask for support.

A marketer creates a usability survey for an e-commerce store. What information do they plan to gather from the survey responses?

Whether customers are satisfied and impressed with the competitor’s products or services
Whether customers are satisfied with the website and if they experienced any obstacles while shopping
Whether customers will refer the business to their friends and family and if they are loyal to the brand
Whether customers are willing to engage with the brand and share their views on social media

Which of the following are ways to build trust in customers? Select all that apply.

Limit the return policy options.
Place a financial trust badge on the checkout page.
Share a customer’s email address with another company.
Have easily accessible customer service representatives.

Which of the following are examples of post-purchase emails to send? Select all that apply.

Abandoned cart emails
Review request emails
Replenishment emails
Customer satisfaction survey emails

As a digital marketer, you are framing questions that do not encourage a customer to answer a certain way. This represents which tip for creating customer survey questions?

Avoid asking leading questions
Keep questions short and simple
Have respectful and inclusive questions
Use questions with your brand’s tone of voice

A marketer uses a survey to determine how satisfied customers are with their website. They also identify if customers experienced any problems along their shopping journey. What type of survey did they use?

Usability survey
Net Promoter ScoreⓇ (NPS) survey
Pre-purchase survey
Competitor analysis survey

Week 2 – Analyze trends for an online store

A marketer uses analytics to evaluate product performance. They notice a high return rate when reviewing a specific product category. What does a high return rate indicate?

- A high percentage of customers viewed an item but did not purchase

A high percentage of products sold were returned by customers

A high percentage of purchases are from returning customers
A high percentage of customers are unhappy with the store’s returns policy

Which of the following information can social media analytics provide to help a company improve their campaigns? Select all that apply.

The number of approval actions—such as likes, mentions, retweets, or favorites—that a post receives relative to followers.
The number of times a piece of content is displayed to a target audience.
The attention a company’s brand received across all social media platforms during a reporting period.
The percentage of email recipients who unsubscribe from a send list after opening an email.

Which of the following is a metric that estimates the total amount of money that a customer is expected to spend with a business over time?

Customer lifetime value
Net promoter score
Brand advocacy
Key performance indicator

What type of company would find it helpful to track micro conversions?

- A company that sells low-priced products, such as office supplies or groceries
- A company that has been in business for at least a couple of years
- A newer e-commerce store

A company that sells high-priced products, such as diamond jewelry or upscale furniture

Which of the following does a business using Shopify have access to? Select all that apply.

Overview dashboard
Company-specific market research
Live view
Analytics reports

What is the purpose of determining cart abandonment rate?

To track the average amount of money a customer spends each time they complete a purchase.
To determine what source of website traffic is made up of visitors who are likely to become customers
To determine the cost per acquisition of customers.
To track the percentage of customers who leave a website before completing their purchase

Which of the following describes the relationship between average order value and customer lifetime value?

Average order value is the percentage of customers that a company retains over a certain period of time. Customer lifetime value is the average cost of acquiring a paying customer.
Average order value is the average revenue generated by customers over a certain period of time. Customer lifetime value tracks the average amount of money a customer spends each time they complete an order.
Average order value is the percentage of users who complete a desired action. Customer lifetime value tracks the average cost of acquiring a potential customer.
Average order value tracks the average amount of money a customer spends each time they complete an order. Customer lifetime value is the average revenue generated by customers over a certain period of time.

What is conversion rate optimization?

The process of increasing the percentage of website visitors who complete a desired action.
The process of tracking the average amount of money a customer spends each time they complete an order.
The process of calculating the average revenue generated by customers over a certain period of time.
The process of increasing the amount of time visitors spend on a website.

Which of the following are potential ways for a company to increase their average order value? Select all that apply.

Overpromising
Upselling
Creating an order minimum for free shipping
Cross-selling

What is the purpose of product analytics?

To monitor and evaluate data to gain insights into how users interact with a product or service
To measure the number of customers who promote a brand through word-of-mouth marketing
To provide a real-time view of the store’s activity as it happens
To gauge how successful a business is in its effort to reach a business or marketing goal

What can a company use to find the percentage of products sold that are sent back by customers?

Customer satisfaction rate
Return rate
Customer retention rate
Product conversion rate

Shuffle Q/A

Which of the following information can paid advertising analytics provide to help a company improve its marketing campaigns? Select all that apply.

Number of people who people clicked on the company’s ads
Number of users who open the company’s email
Number of people who viewed the company’s ads online
Number of conversions

A digital marketer gathers customer data for an e-commerce business. They notice a high customer lifetime value when measuring customer loyalty. Why is a high customer lifetime value beneficial to the company?

Because keeping existing customers is more cost-effective than gaining new customers
Because gaining new customers is most effective while a campaign is live
Because it indicates how likely customers are to make a purchase over the next year
Because it improves the performance of email marketing campaigns

Which of the following are reasons why a well-established e-commerce store might track metrics over a longer period of time? Select all that apply.

Ability to focus more heavily on metrics that relate to customer loyalty
Fewer visitors and sales
Longer-lasting relationships with their customers
Access to more data

Fill in the blank: Shopify’s _____ includes maps to visualize where customers are coming from.

Data View
Live View
Map View
Dashboard View

A digital marketer for an e-commerce company tracks the average order value. What information do they learn when tracking this metric?

The percentage of customers who spend over $200 on every purchase
The average amount of money a customer spends each time they complete an order
The average cost of acquiring a high-income customer who frequently shops online
The percentage of customers who add products to their cart and do not purchase

A digital marketer learns that an e-commerce store has a low customer retention rate. What should they do to increase the customer retention rate and improve customer satisfaction?

Email customers to remind them about their abandoned carts
Evaluate the customer experience and identify ways to improve it
Create a new website and ad campaign to attract new customers
Assess the social media strategy and incentivize customers for their loyalty

Why might a company use A/B testing on their website?

To track the average amount of money a customer spends each time they complete an order
To compare two versions of a web page to find out which updates will have the biggest impact
To capture a visitor’s actions as they browse a website, including mouse movement, clicks, taps, and scrolling
To see how visitors interact with a website

A marketer calculates the percentage of customers who purchase a product after viewing it. What can they do to improve this product conversion rate?

Enable customer reviews on the product page and invite customers to write reviews
Incentivize customers to purchase a more expensive product than the product in their cart
Encourage customers to sign up for the store’s weekly newsletter
Use cross-selling to include similar products in a bundle offer

Which of the following are metrics a company might use to analyze product performance? Select all that apply.

Customer retention rate
Customer satisfaction rate
Product conversion rate
Return rate

Which of the following metrics measures brand advocacy by using a survey to ask how loyal customers are to a company?

Brand advocacy
Key performance indicator
Net promoter score
Customer lifetime value

A digital marketer for an e-commerce store tracks its cart abandonment rate. What do they learn when tracking this metric?

The percentage of customers who add items to their cart and do not complete the purchase
The average amount of money customers spend when they add items to their cart and make a purchase
The percentage of customers who take more than five days to complete a purchase
The average cost of acquiring a customer who adds items to their cart and completes the purchase on the same day

A marketer increases an online store’s revenue in six months without gaining new customers. How did they achieve this short-term growth?

They increased the average amount of money a customer spends each time they complete an order.
They increased the percentage of customers they retain over a certain period.
They tracked how often customers add products to their shopping carts and leave the store without completing their purchase.
They increased the average revenue generated by customers over their lifetime as a customer.

A digital marketer updates an e-commerce website. They want to identify which new web page impacts customers most and use a method that compares two versions of the page. What method did they use to determine the best-performing web page?

Conversion rate optimization
Asset testing
A/B testing
Up-selling

Which of the following sales techniques is used to encourage customers to spend more by purchasing a product that is related to what they are already buying?

Rewards programs
Cross-selling
Bundle deals
Upselling

Which of the following are ways a company might improve their product conversion rate? Select all that apply.

Update the product description to include the benefits of the product, technical specifications, a size chart, and any information that is available on the product packaging
Add photos of products in all available colors and from multiple angles
Overpromise what the product can do for the customer
Use higher-quality photos that allow customers to zoom in for more detail

Which of the following information can email marketing analytics provide to help a company improve their campaigns? Select all that apply.

The percentage of users that open a company’s email
The attention a company’s brand received across all social media platforms during a reporting period
The percentage of email recipients who unsubscribe from the send list after opening an email
The percentage of email recipients who clicked on a link in an email and took a desired action, like making a purchase

An e-commerce store has been in business for five years. Over what period would this e-commerce store likely compare the results of their metrics?

Day over day
Month over month
Year over year
Week over week

Which of the following metrics tracks the average amount of money a customer spends each time they complete a purchase?

Qualified traffic
Cart abandonment rate
Average order value
Customer lifetime value

A digital marketer needs to determine how much it costs to gain new customers for an e-commerce store. What metric should they track?

Cost per cart
New customer value
Average order value
Cost per acquisition

After a marketer reviews a product page, they are interested to know if the product’s performance is average for the category and if there are any flaws in the product design. What is likely the reason the marketer is asking these questions?

They are introducing upselling techniques.
Customers have returned the product.
They are creating a new campaign.
Customers do not purchase the product.

A marketer uses paid advertising analytics to track a campaign’s performance and improve its return on investment. What information does the marketer learn from paid advertising analytics?

How many people mention the business online
How many visitors clicked on a link that brought them to the brand’s website
How many people viewed the promotion online
How many visitors opened an email from the business

Which of the following describes the purpose of brand advocacy?

Estimate the total amount of money that a customer is expected to spend with a business over time
Gauge how successful a business is in its effort to reach a business or marketing goal
Measure the number of customers who promote a company through elements like word-of-mouth marketing
Indicate that a potential customer is moving toward a completed purchase transaction

An online store has been in business for over seven years. To measure the store’s growth and revenue, they use quarter-over-quarter and year-over-year comparisons. Why is the store able to track metrics over a longer period?

Due to the number of years in business, they likely have longer-lasting relationships with their customers and access to more data.
Due to the number of years in business, they likely skip steps in the customer journey to gain access to customer data.
Due to the number of years in business, they likely have a successful brand reputation and sell high-end products.
Due to the number of years in business, they likely ask customers for their personal information the first time they visit the store.

A digital marketer is interested in an e-commerce store’s performance across all sales channels over the last three months. Where will they find this information on Shopify?

- The key data dashboard
- Live View
- Data View

The overview dashboard

An e-commerce marketer plans to increase the number of website visitors who purchase from an online store. Their goal is to eliminate any barriers preventing customers from making a purchase. What is this process for increasing revenue known as?

Website optimization
Conversion rate optimization
A/B testing
Cross-selling

Which of the following sales techniques is used to encourage customers to spend more by upgrading to a more expensive product?

Rewards programs
Cross-selling
Upselling
Cart minimums

Which of the following are benefits to a company using product analytics?

To take advantage of customer referrals
To evaluate whether a product is successful
To evaluate the impact of marketing campaigns
To avoid selling products that do not benefit the business or could harm their brand’s reputation

A digital marketer uses the Net Promoter Score (NPS) metric to measure brand advocacy. How is NPS data gathered?

By using a survey that asks customers how likely they are to complete a purchase on a scale from 0 to 10
By using a survey that asks customers how much money they are willing to spend with the business over their lifetime
By using a survey that asks customers how likely they are to recommend the business to someone on a scale from 0 to 10
By using a survey that asks customers about their geographic location, interests, behavior, and spending habits

Which of the following information is available in Live View on Shopify? Select all that apply.

Thenumber of approval actions—such as likes, mentions, retweets, or favorites—that a social media post receives relative to followers
The percentage of email recipients who unsubscribe from the send list after opening an email
The number of customers who have added items to their cart, reached the checkout, or made purchases in the last 10 minutes
The number of visitors and total sales for a day

Fill in the blank: Companies can use _____ to understand how customers interact with and navigate a website.

A/B testing
customer interaction maps
up-selling tools
heat maps

What can a company use to find the percentage of customers who purchase a product after viewing it?

Cart abandonment rate
Average order value
Product conversion rate
Customer retention rate

Week 3 – Prepare for jobs in digital marketing and e-commerce

Which of the following should you consider when using the STAR method to answer interview questions?

One or two sentences is usually enough when discussing each part of this method

Spend the most time describing the “task” when using this method
Keep responses long and detailed while focusing on the main point
It is not always necessary to introduce the “situation” when using this method

When delivering your elevator pitch, you provide an overview of who you are, your current role, and your professional background. You say, “Hi, I have been an office administrator for a small medical office for over four years. In my role, I prepare payroll, provide customer service, and manage the business’s marketing.” This represents which section of the elevator pitch?

Introduction

Excitement and passion
Interest in the company
Applicable part of background

A marketer manages a website that sells exclusive products. They use rewards programs to build customer loyalty and Google Ads to drive traffic to the website. What marketing field do they likely work in?

- Social media marketing
- Email marketing
- Traditional marketing

E-commerce marketing

As someone who is doing pre-interview research, you gather knowledge about the company and its products and services. Which task is involved with this pre-interview research step?

- Compare information from different online sources until you get a general idea of the most commonly asked questions.
- Read the job description in detail and reach out to someone who has worked in a similar role.

Visit the company’s website to learn more about their values, achievements, and company culture.

Get a family member or friend to help you practice for your interview by asking you questions.

Which of the following statements regarding how to present a portfolio is true?

You can create a slideshow presentation with Wix or Google Sites.
There is one best form to present a portfolio.
Websites typically take more time to create than slideshow presentations.
You can create a website on Google Docs, Canva, or Adobe InDesign.

Which one to two page document to secure employment provides an applicant’s background, skills, and accomplishments?

Curriculum Vitae (CV)
Resume
Application
Cover letter

Which of the following are benefits of doing pre-interview research? Select all that apply.

You learn about a company’s positive or negative reputation.
You can reference what you learned in your cover letter and interview.
You speed up the interview and hiring process.
You determine if a company is aligned with your own interests and goals.

What interview is typically a fast paced meeting conducted over a phone or video chat?

Follow-up interview
Panel interview
Preliminary interview
Exit interview

As someone who is doing pre-interview research, you prepare answers to each interview question. Which task is involved with this pre-interview research step?

Read the job description in detail and reach out to someone who has worked in a similar role.
Visit the company’s website to learn more about their values, achievements, and company culture.
Compare information from different online sources until you get a general idea of the most commonly asked questions.
Get a family member or friend to help you practice for your interview by asking you questions.

Which of the following is true when building rapport with interviewers?

Learn about the company’s culture after the interview ends.
Share your interests and experiences while also being professional and respecting personal boundaries.
Allow the interviewer to ask all the questions.
Before the interview, get to know the interviewer by reviewing their social media pages and other non-work related online activities.

During an interview, you answer a question by saying, “I was asked to help plan and post two times a week to a social media platform. My goal was to reach more potential customers.” Which STAR method step does this dialogue represent?

Task
Result
Action
Situation

When delivering your elevator pitch, you say, “I have increased my marketing skills in several ways. I have overseen brochure creation, managed the company’s online reputation, and sent out promotional emails.” This represents which section of the elevator pitch?

Interest in the company
Applicable part of background
Introduction
Excitement and passion

When searching for a role, what aspects may be specific to e-commerce and not to digital marketing? Select all that apply.

Focuses on rewards programs, Google Ads campaigns, and website maintenance
Focuses on creating emails, social media posts, and videos to gain attention of potential customers
Focuses on buying and selling products online using the internet
Focuses on marketing products and services on online platforms

What work environment is for self-employed individuals that are not necessarily committed to a particular employer long-term?

Internship
In-house
Freelance
Agency

Shuffle Q/A

Which document to secure employment provides a full history of an applicant’s academic credentials and professional experience?

Curriculum Vitae (CV)
Resume
Cover letter
Application

After securing an interview with a company, a candidate determines if the company aligns with their interests and goals. What is this process an example of?

Post-interview research
Pre-interview research
Interview testing
Employer prospecting

What are common characteristics of a preliminary interview?

A preliminary interview lasts longer than most interviews and happens in a casual setting.
A preliminary interview is usually a brief, face-to-face meeting conducted by one person.
A preliminary interview is usually a longer meeting completed via an email QA form.
A preliminary interview is usually a fast-paced meeting conducted over the phone or via video chat.

During an interview, you answer a question by saying, “In my last job, as an office administrator, the small business owner wanted to grow their social media following.” Which STAR method step does this dialogue represent?

Situation
Result
Task
Action

As an entry-level digital marketer, you create an elevator pitch. What will you include in the introduction of your elevator pitch?

The most applicable part of your background that you bring to a job opportunity
Who you are, your current role, and a short description of your professional background
What companies you have worked with, and why you no longer work there
What makes you excited to be working in your industry, and your passion for your work

Which best describes a role as a specialist? Select all that apply.

Role within a specific field such as SEO, social media, or email marketing
Multifaceted role that allows for experience in many different areas
Role as a digital marketer, content strategist, or e-commerce digital strategist
Role focuses on a singular aspect of either digital marketing or e-commerce

Which of the following is true about printed documents as portfolios?

Printed documents allow employers to select links to view the applicant’s different projects.
Printed documents can be created using presentation software like Microsoft PowerPoint or Google Slides.
Printed documents are convenient and portable but cannot be submitted to online resume portals.
Printed documents are easy to create and allow employers to conveniently access an applicant’s work online.

What is the difference between a CV and a resume?

A CV includes graphics and supporting material. A resume uses words to describe an applicant’s professional history.
A CV includes academic credentials and professional experience. A resume includes background, skills, and accomplishments.
A CV is short and limited to one page. A resume length depends on the applicant’s experience.
A CV is a visual description of projects. A resume includes examples of an applicant’s professional history.

A candidate is invited to attend an interview. Members of the team they would work with will attend this interview. What type of interview are they likely attending?

A preliminary interview
A follow-up interview
An exit interview
A screening interview

While doing pre-interview research, a candidate learns about the requirements and expectations of a new job. How should the candidate find these requirements and expectations?

By contacting the interviewer on LinkedIn and asking them how to succeed in the role
By using LinkedIn to find someone in the same role and asking them about the background, knowledge, and skills needed in the role
By visiting the company’s website to learn about its values, achievements, and company culture
By commenting on the Facebook page of an employee at the company and asking them for a detailed description

When asked a question during an interview, you responded, “In my previous role as an e-commerce specialist, the client I worked with wanted to create a new online store.” What did you do according to the STAR method?

Discuss the action
Describe the task
Introduce the situation
Explain the result

As an entry-level digital marketer, you create an elevator pitch. What should you include about your background in your elevator pitch?

The reason you started working in your industry
The part of your background that applies to the job opportunity
Why you no longer work at your previous company
Your entire professional background

Which of the following statements regarding how to present a portfolio is true?

Websites are typically faster to create than slideshow presentations.
There is one best form to present a portfolio.
You can create printed documents on Google Docs, Canva, or Adobe InDesign.
Printed documents can be submitted to online resume portals.

Fill in the blank: A _____ is a one to two page document that provides an applicant’s background, skills, and accomplishments.

curriculum vitae (CV)
application
cover letter
resume

What tip will help when organizing your projects in a portfolio?

Identify mistakes you made during the project and what you would do differently
Include projects that best demonstrate your skills at the beginning of your portfolio
Include a few example images to prevent a lengthy portfolio
Explain how each project relates to the digital marketing or e-commerce industry

What interview is more in-depth and will likely feature members of the team you will be working with?

Exit interview
Follow-up interview
Preliminary interview
Screening interview

The third step in pre-interview research is to determine common interview questions that may be asked. What does this step involve?

- Read the job description in detail and reach out to someone who has worked in a similar role.
- Visit the company’s website to learn more about their values, achievements, and company culture.

Search for news articles and reviews related to the company, its employees, salaries, and offerings.

Get a family member or friend to help you practice for your interview by asking you questions.

During an interview, you answer a question by saying, “In three months, we were able to add over 200 new followers. Several customers said they discovered the company on the social media platform I posted on.” Which STAR method step does this dialogue represent?

Result
Situation
Task
Action

When delivering your elevator pitch, you say, “I have the most fun and am most passionate when I am using my creativity to make marketing materials. I also feel so fulfilled when a new customer discovers the business through our marketing.” This represents which section of the elevator pitch?

Introduction
Applicable part of background
Interest in the company
Show excitement

What workplace often operates independently from the business that they have been hired for, takes on many clients, and likely will not have the final decision of assignment direction?

Internship
In-house
Freelance
Agency

Which of the following statements regarding how to present a portfolio is true?

Websites typically take more time to create than slideshow presentations
There is one best form to present a portfolio.
Portfolios typically only contain paintings or photographs
Portfolio websites can be created using website builders like Google Sites or Wix

An applicant creates a resume that includes their experience, personal information, education, and training. What additional information should they add to their resume?

References from previous employers
Their social media usernames
Projects and supporting images
Skills related to the role they are applying for

While doing pre-interview research, a candidate creates a list of common interview questions. How should the candidate find these common interview questions?

By asking someone in a similar role at the company to share a detailed description of the role
By contacting the interviewer on LinkedIn and asking them for common questions to expect in the interview
By comparing information from different sources to get a general idea of the most common questions asked
By exploring the company’s website to learn about its values, achievements, and company culture

Which of the following is true when building rapport with interviewers?

Allow the interviewer to ask all the questions.

Be casual and avoid using professional language.
Learn about the company’s culture after the interview ends.
Before the interview, review the interviewer’s professional background online.

Which of the following is true about agencies?

Agencies typically work with one client over a long period.
Agencies commonly allow team members to choose their assignments.
Agencies maintain full transparency between team members and clients.
Agencies often work independently from the business they have been hired by.

An applicant submits their CV as part of the hiring process. What is included in a CV?

A complete history of an applicant’s academic credentials and professional experience
A one to two-page document that provides an applicant’s background, skills, and accomplishments
Supporting material, graphics, and examples of an applicant’s professional history
A short history of an applicant’s hobbies and interests

A candidate is invited to attend a follow-up interview. What are some common characteristics of a follow-up interview?

A follow-up interview is usually in-depth and formal, with additional team members attending.
A follow-up interview is usually in-depth, formal, and conducted over the phone by a recruiter.
A follow-up interview is usually fast-paced and casual, with one person interviewing the candidate.
A follow-up interview is usually a fast-paced meeting conducted over the phone or via video chat.

The first step in pre-interview research is to explore the requirements and expectations of the job. What does this step involve?

Read the job description in detail and reach out to someone who has worked in a similar role.
Visit the company’s website to learn more about their values, achievements, and company culture.
Compare information from different online sources until you get a general idea of the most commonly asked questions.
Get a family member or friend to help you practice for the interview by asking questions.

Which of the following is an example of showing excitement when delivering an elevator pitch?

“I have strengthened my skills by exploring new responsibilities in social media management while overseeing several email campaigns.”
“I have been a social media coordinator for three years. I create social media content and maintain a consistent brand presence across social media platforms such as LinkedIn.”
“I have been a graphic designer for over two years. In my role, I create designs for social media posts, newsletters, and brochures.”
“I love working with a team and collaborating to create interesting concepts. Getting to know my colleagues and learning about their work inspires and motivates me.”

Which of the following is true about printed slideshow portfolios?

Slideshow presentations can be created using Microsoft PowerPoint or Google Slides.
Slideshow presentations can be created using Google Sites or Wix.
Slideshow presentations cannot be submitted to online resume portals.
Slideshow presentations often require more time to create than websites.

Which of the following are tips when creating a work portfolio? Select all that apply.

Organize your projects.
Summarize each project’s goals and outcomes.
Highlight transferable skills.
Leave out mistakes and only feature successes.

During an interview, you want to build rapport with the interviewer. Why should you ask questions to build rapport?

It demonstrates that you are comfortable working independently.
It demonstrates your interest in working for the company and that you are curious about how to improve it.
It demonstrates your experience in the industry and that you have worked with similar companies.
It demonstrates that you are a specialist in the industry.

Which best describes a role as a generalist? Select all that apply.

Multifaceted role that allows for experience in many different areas
Role focuses on a singular aspect of digital marketing or e-commerce
Role within a specific field such as search engine optimization (SEO), social media, or email marketing
Role as a digital marketer, content strategist, or e-commerce digital strategist

Which of the following is true about freelancing?

Freelancers are typically employed long-term.
Freelancers are typically specialists in one field.
Freelancers typically work with multiple companies.
Freelancers typically work with one company.

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Course 1 – Foundations of Digital Marketing and E-commerce

Week 1 – Introduction to foundations of digital marketing and e-commerce

Week 2 – The customer journey and the marketing funnel

Week 3 – Digital marketing and e-commerce strategy

Week 4 – Measure performance success

Course 2 – Attract and Engage Customers with Digital Marketing

Week 1 – Introduction to attract and engage customers with digital marketing

Week 2 – Understand search engine optimization (SEO)

Week 3 – Apply search engine optimization (SEO)

Week 4 – Search engine marketing (SEM) and display advertising

Course 3 – From Likes to Leads: Interact with Customers Online

Week 1 – Introduction to from likes to leads: interact with customers online

Week 2 – Social media strategy, planning, and publishing

Week 3 – Listening and engagement on social media

Week 4 – Social media analytics and reporting

Week 5 – Paid social media

Course 4 – Think Outside the Inbox: Email Marketing

Week 1 – Introduction to think outside the inbox: email marketing

Week 2 – Types of email marketing

Week 3 – Useful tools for email marketing

Week 4 – Collect and analyze email campaign data

Week 5 – Run your own email marketing campaign

Course 5 – Assess for Success: Marketing Analytics and Measurement

Week 1 – Introduction to Assess for success: Marketing analytics and measurement

Week 2 – Use metrics from Google Analytics and Google Ads

Week 3 – Measure the success of marketing campaigns

Week 4 – Share metrics and insights with stakeholders

Course 6 – Make the Sale: Build, Launch, and Manage E-commerce Stores

Week 1 – Introduction to make the sale: build, launch, and manage e-commerce stores

Week 2 – Learn about online stores

Week 3 – Ads and campaigns in e-commerce

Week 4 – Engage customers with an online store

Course 7 – Satisfaction Guaranteed: Develop Customer Loyalty Online

Week 1 – Introduction to satisfaction guaranteed: develop customer loyalty online

Week 2 – Analyze trends for an online store

Week 3 – Prepare for jobs in digital marketing and e-commerce

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