digital marketing quizzes

When setting objectives for a website, marketers must be concerned about:

the role of the site in overall marketing strategy.

providing a platform for ecommerce.

a website that offers entertainment to visitors.

making sure the website is equipped to conduct ecommerce.

the role of the site in overall marketing strategy.

Website creators who want to prioritize mobile-friendly design should take which approach?

Graceful degradation

Lateral expansion

Top-down

Bottom-up

Bottom-up

What are the micro-moments, when a consumer turns to their mobile device? (select all that apply)

Text

Know

Buy

Call Back

Do

Remember

Go

know

buy

do

go

What is the last step in the website development process? 

Establish website objectives.

Design website for aesthetics and functionality. 

Assess development needs.

Measure & evaluation. 

measure & evaluation.

What does the Pareto curve indicate regarding usability testing?

Usability testing is effective but prohibitively costly.

All of a site's usability problems can be identified by testing a small number of users.

Even testing hundreds of users is unlikely to uncover all of a site's usability problems.

Usability testing can be successfully completed in just a month.

All of a site's usability problems can be identified by testing a small number of users.

Which of the following is a general feature for website effectiveness? 

 A cumbersome return policy

Fast loading times for each page

No shopping cart

Only descriptions of products or services

Fast loading times for each page

A company's long-term objectives are broken down into _____, and these are broken down into department goals. 

individual goals

short-term goals 

SMART goals 

strategic goals

short-term goals

The navigational structure of the website is a technical issue exclusively to be handled by the IT experts.

true

false

false

Which of the following is a con of mobile apps?

It is not a simple process. 

It is the most costly. 

Navigation can be negatively affected. 

It is difficult to run on an older browser.

It is the most costly.

A site is "sticky" if it is difficult to leave and often revisited.

true

false

true

Links, content, tags, title, and URL are all part of the basics of SEO.

true

false

true

Internet users frequently use search engines to:

get specific content they want.

avoid seeing commercials.

compare prices on products.

find their way around the web.

get the specific content they want

The search engine responsible for the most searches is:

Bing.

Yahoo!

Google.

Ask Jeeves.

google

Directories and search engines do much the same thing in much the same way.

true

false

false

One of the last suggested processes for beginning an SEO campaign is to:

define the target market.

determine keywords.

develop a search strategy.

implement a paid search campaign.

implement a paid search campaign.

Search engine optimization is a straightforward activity that can be carried out easily by anyone.

true

false

false

Which of the following is a common problem in organic search? 

All of these are correct.

Search engine spiders unable to navigate the website

The URL or domain name missing

Optimized navigation structure

Search engine spiders unable to navigate the website

These are terms, words, or phrases that are selected by the user when making a search in a search engine. 

Spiders

SEOs

Pages

Keywords

keywords

Which of the following best describes the relationship between search and social media?

Search marketers are very interested in social media simply because consumers are on social media.

The best-performing companies use natural search marketing and don't rely on social media as a crutch.

Search marketing requires an understanding of complex math and algorithms.

Search marketing and social media marketing are distinct skillsets with little overlap. 

Search marketers are very interested in social media simply because consumers are on social media.

Which of the following is NOT a meta tag?

Description

Title

Search

Keywords

Search

______ of all B2B product searches begin with an online search.

71%

23%

94%

52%

94%

Instagram is the only company that dominates the paid social media market.

True

False

false

The first step in the paid search process is:

Landing Page Development

Tracking and Testing

Campaign Set Up

Keyword Research

keyword research

A company's Ad Rank in a given search depends entirely on what the company bid for the keyword used in the search.

true

false

false

Which of the following impacts the Ad Rank? (select all that apply)

Ad Rank Threshold

Impact from ad extensions

The cost-per-click

Having high "bounce" rates

The bid cost for each ad

The Quality Score

Ad Rank Threshold

Impact from ad extensions

The cost-per-click

The bid cost for each ad

The Quality Score

___________ of all online shoppers start with an online search first before they decide on a retailer.

42%

100%

12%

87%

87%

Pay-per-click (PPC) and cost-per-click (CPC) advertising refer to the same thing.

True

False

True

What mechanism does Google use to sell AdWords keywords? 

First-in-first-out (FIFO)

Lottery

Bidding

Last-in-first-out (LIFO)

Bidding

What is the primary driver of the growth of paid search?

Successful self-promotion

Mobile technology

Desktop technology

Economic recession

Mobile Technology

In general, ad "relevance" is determined by a combination of text-matching relevance, cookies, and which of the following?

Click-through-rate

Native advertising

Ad rank threshold

Bid for each keyword

Click-through-rate

Mountain Dew's "Dewmocracy" and Lay's "Do Us a Flavor" Campaigns are prime examples of allowing consumers to control the brand by creating new products.

True

False

True

A company engages with its customers through a Facebook fan page, a corporate blog, and an official website. This is an example of paid media.

true

false

false

Which of the following is online media created and controlled by the marketer? 

Paid media

Owned media

Unpaid media

Earned media

owned media

It is important for marketers to "follow the eyeballs" because:

marketers are looking for media that reach customers looking for eyeglasses or sunglasses

marketers need their content placed where customers frequent.

marketers know what they are doing with advertising.

marketers will place ads wherever they want.

marketers need their content placed where customers frequent.

The "Will it Blend?" social media strategy for Blendtec was created to entertain and inform.

True

False

True

Top managers can more easily be persuaded of the value of social media marketing if:

ROI on its expenditures can be established and measured.

they understand it costs less than other forms of marketing

the top marketing officer is in favor of social media. 

they understand no negative comments will be permitted.

ROI on its expenditures can be established and measured.

The 5Cs framework includes: Consume, Connect, Control, Complete, and Customer.

True

False

False

The same social networks are equally popular in countries around the world.

True

False

False

Which of the following is an example of an earned media type?

Pay-per-click

Shared or Liked Social Media Posts

Blogs

Paid promotion

Shared or Liked Social Media Posts

To be successful in influencer marketing it is important to recognize that the Federal Trade Commission (FTC) regulates the conditions for disclosure of relationships between marketers and influencers.

True

False

True

Programmatic advertising automates the buying and selling of ads.

True

False

true

The technique that serves ads to internet users based on tracking of their internet activities is

retargeting.

behavioral targeting. 

email hashing.

personalized advertising.

behavioral targeting

A user enters a search term on Google. A relevant website shows up, and the user navigates there. This is an example of which type of customer acquisition channel?

Affiliate programs

Organic traffic

Search engine marketing

Paid keyword placement

search engine marketing

Predictive models can be used to:

act as an intermediary between publishers and advertisers. 

avoid the expense of using an ad network.

identify keywords for contextual advertising.

target unidentified users based on behaviors.

target unidentified users based on behaviors.

While mobile advertising is continuing to grow in popularity and impact,:

a crash is inevitable.

marketers should not ignore neither traditional channels nor other digital channels, as integrated marketing communications is valuable for reaching customers.

marketers should wean themselves off traditional channels but continue to pay attention to other digital channels.

other digital channels and traditional communication channels head toward irrelevance.

marketers should not ignore neither traditional channels nor other digital channels, as integrated marketing communications is valuable for reaching customers.

Press release optimization depends heavily on concepts from which customer acquisition technique?

Search engine marketing

Social media marketing

Affiliate programs

Email promotions

Search engine marketing

A majority of ads on mobile marketing are digital ads. 

True

False

false

Ad serving:

is the distribution of ads to sites that will include them in the content of their pages.

is the placement of ads on websites by specialized marketing services agencies.

makes it difficult for marketers to understand whether their advertising is effective.

is the simple process that obviates the need for websites to embed their own ads.

is the placement of ads on websites by specialized marketing services agencies.

The best practice for mobile advertising is to place banners near any element that requires user input to lead to additional clicks.

True

False

false

Internet advertising formats:

are established by individual websites.

are enforced by the Federal Communications Commission.

are defined by rich media ads. 

are defined by the Internet Advertising Bureau.

are defined by the Internet Advertising Bureau.

A heat map helps visitors understand the layout of a website.

false

When beginning an SEO campaign, it is a good idea to begin with:

-Finding out what they search for and why they want it

-Defining the target market

-Registering the site with search engines

-Developing a search strategy

defining the target market

CPM represents the cost per:

Hundred impressions

Thousand impressions

Million impressions

Multiple impressions

thousand impressions

A phrase match, which entails an exact sequence of words enclosed in quotes, is the most precise keyword search method available.

true

false

false

Mobile search spend will count for _______ of the market share by 2026.

30%

98%

72%

5%

72%

Why are top managers often reluctant to provide budgets for social media marketing?

Social media campaigns are hard to track and measure against objectives.

ROI for social media marketing is easy to compute.

Even when social media marketing does have a good ROI, it can be difficult to prove

Top managers are frequent users, and therefore they know how unreliable it is.

Even when social media marketing does have a good ROI, it can be difficult to prove

The best way to choose the right metrics for a SMM campaign is to:

use the existing metrics platforms.

have specific, measurable campaign objectives

hire a consultant to help with finding the right metrics.

wait and see how the campaign turns out

have specific, measurable campaign objectives

Writing for visibility on search engines is an important blogging technique.

true

false

true

Which of the following is one step in developing a social media strategy?

Establishing social sales opportunities

Creating dummy accounts on popular websites

Placing advertising on social networks

Engaging actual and potential customers

engaging actual and potential customers

The 80/20 rule of affiliate programs means that:

80 percent of revenue comes from affiliates, while 20 percent comes from other sources.

80 percent of affiliates are high volume, while 20 percent produce an insignificant volume.

20 percent of revenue comes from affiliates, while 80 percent comes from other sources.

80 percent of affiliates are low volume, while 20 percent produce a significant volume.

80 percent of affiliates are low volume, while 20 percent produce a significant volume.

An optimized press release:

is designed to encourage writers to contact the company for more information.

is a strategic communication that manages an organization's or brand's public image effectively.

contains rich media and links to the website.

is available only to a select set of journalists from leading publications.

contains rich media and links to the webstite

A way of describing different groups of customers by giving them a unique personality is known as:

Cybersquatting

A user experience

A persona

Stickiness

a persona

Which of the following are true statements about customer experience on a website?

There should be realistic pricing scenarios located on the site.

Marketers can do little to affect the nature of customer experience on a website.

Customer experience describes what happens to users on a single visit to a site.

The components of good customer experience may be different in various channels.

The components of good customer experience may be different in various channels.

A ________ is a partially-functional partially functional web page that target customers can evaluate.

prototype

Ensuring that a website's content is relevant both "Choosers" and "Users" is primarily relevant for:

B2C websites

Sites that are not concerned with regulatory issues

B2B websites

Sites that don’t have a lot of digitally interactive content

b2b websites

Which of the following is the set of techniques designed to make web pages rank highly on search engine result pages?

PPC

SAS

SEO

CTR

SEO

Organic search relies heavily on ______ and meta tags to serve the user the correct result to their search query.

Keywords

Spiders

Bots

Universal search

keywords

Page rank refers to an algorithm to determine how important a page is on the web.

true

false

true

A search engine determines rank on its results pages by:

The number of times the search term appears

A vote of its users

Open-source algorithms

Proprietary algorithms

Proprietary algorithms

Why is search marketing important to advertisers?

It is the most effective advertising.

It allows them to connect with consumers, right when the consumers are interested in a purchase.

Advertisers know that if they don't appear on the front page of search results, their competitors will.

It is cheaper than any other form of advertising.

It allows them to connect with consumers, right when the consumers are interested in a purchase

An ad group's Quality Score drops if the keywords are not logically related.

true

false

true

Which of the following businesses would a "Click to Call" ad make the most sense?

A video game developer

A bowling alley

A restaurant

An online shoe retailer

a resturant

Advertisers who use Adwords only pay when someone clicks on the ad.

true

false

true

The owner of a YouTube gaming channel plays ads on their videos. For every thousand times a user sees an ad while watching one of their videos, the YouTube channel owner receives 10 cents. This is an example of what payment model?

CPM

IBM

IBA

CTR

CPM

Ad serving is necessary for most sites because:

the software required is easy to use and cheap to manage.

matching availability of ad space to advertiser needs is complicated.

companies should be outsourcing rather than insourcing.

it's common for ads directly embedded in a web page.

matching availability of ad space to advertiser needs is complicated

A complement and alternative to third-party cookies that applies to a hash algorithm to produce a unique identifier to a target user is known as:

Hashed email

Essence

Retargeting

Cookies

hashed email

Which of the following elements aid good navigation for a website and enhance the customer experience? (select all that apply)

Necessary Elements (Toolbar) on Every Page

Required device, such as glasses, to view graphics

Breadcrumbs Show User Path Through Site

Cost per click as customer navigates site

Alt Tags Describe Images for Accessibility

A Site Map

Different color for followed links

Necessary Elements (Toolbar) on Every Page
Breadcrumbs Show User Path Through Site
Alt Tags Describe Images for Accessibility
A Site Map
Different color for followed links

Which of the following usability testing is done at the earliest stage and reflects none of the actual site programing?

Prototype testing

Preconcept testing

Concept testing

Full usability

concept testing

What is one advantage of responsive web design over adaptive web design?Responsive design requires a lot of ongoing maintenance.

Responsive design requires less ongoing maintenance.

Responsive design allows for different user experiences on different devices.

Responsive design is easier to program.

Responsive design requires less ongoing maintenance.

A human-readable form of an IP address is called:

a SMART goal.

a WYSIWYG.

a content management system (CMS).

a domain name.

a domain name

Which of the following features is the primary reason so many businesses choose to advertise on Facebook?

Precise audience targeting options

Excellent mobile UX

Promoted posts

Superior analytics

precise audience targeting options

SMM metrics are:

defined by the Federal Trade Commission (FTC).

impossible to integrate into existing metrics platforms.

provided by the respective social networks.

defined uniformly across the board by the IAB.

provided by the respective social networks

The number of times a person is exposed to a promotional message is called:

exposure.

research.

frequency.

paid media

frequency

Which of the following is a benefit of being a social business?

People are less likely to trust everyday employees over the executives.

Branded content is more effective than content generated by employees.

Employee networks are much larger than a company's follower base.

Employee advocacy decreases visibility, web traffic, and brand loyalty.

Employee networks are much larger than a company's follower base.

when converting a desktop website to a mobile website the most important objective is to:

keep things simple

what is a micro moment

moment people turn on a device to gratify an immediate need for information or action

what aids good navigation for a site

intent

what are the steps in the generic search process which begins with query

query

web server

index server

document server

users

what is EAT?

main content of the page is evaluated
according to:
• Expertise
• Authoritativeness
• Trustworthiness

what is YMYL?

ex: shopping pages

Your Money Your Life

what does quality score depend on

how relevant an ad and website links
are to the person who will see the ad

the four core digital marketing strategies are

acquisition, conversion, retention, value growth