Digital Marketing Exam

What is one aspect that is NOT considered important for successful websites?

Captivating design

What is the primary conversion for a lead generation site?

Both phone calls and form fill

Which of the following is NOT a secondary conversion factor for an eCommerce website?

Purchase

Why does Amazon recommend additional products when an item is added to the shopping cart?

To increase average order value

What is the purpose of a single-purpose landing page?

It directs visitors to one possible action.

If a company advertises a product category, what kind of landing page should the ad lead to?

A multi-product landing page.

What aspect does NOT need to match between the landing page and advertisements?

URL

When is Oli Gardner’s principle of clarity considered violated?

When a visitor has no idea where a link leads.

What is meant by the term 'upper fold'?

The portion of a web page that is visible without scrolling down.

Where should a lead generation website place its phone number?

Above the fold, typically in the right-hand corner.

Why should a mobile site be designed first according to the Mobile First design philosophy?

It is easier to adapt a mobile site for display on a desktop, and mobile traffic has more volume.

What is a major advantage of creating content optimized for a high-volume search phrase?

The content will have built-in distribution.

What are black-hat SEO practices?

Manipulations to improve ranking without providing value to searchers.

What is a link profile?

A list of backlinks for a particular webpage.

Which of the following is considered a popularity metric?

Link diversity, social sharing, anchor text.

What do 'Dofollow' links instruct search engines to do?

Pass authority to the linked page.

Which of the following is NOT a category of earned backlinks?

Popular.

What is an editorial link?

A link created by another site owner because he/she values the site’s content.

What can sending out press releases lead to in terms of backlinks?

These are editorial links.

Which of the following is NOT a method for acquiring a manual link?

Creating secondary sites.

What type of links do you gain by writing a blog post for someone else’s blog with links to your site?

Manual links.

What did the experiment at eBay reveal about advertising on brand keywords?

It was not profitable because searchers clicked the organic listing when the ad was not available.

When writing five headlines for a Responsive search ad, where will the headlines show up?

Every ad impression will include a subset of the headlines, all selected from those five.

Which of the following is NOT considered when calculating an ad’s Quality Score?

Organic Search ranking.