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What is the purpose of improving site performance?
To increase user engagement and conversions; slow sites increase bounce rates and lower conversion.
What are red flags for poor site performance?
High bounce rates, slow load times, high exit rates, poor mobile performance.
What are key metrics for site performance (PageSpeed)?
FCP, LCP, TBT, and CLS.
What is First Contentful Paint (FCP)?
Time from page load to when any content is rendered on screen.
What is Largest Contentful Paint (LCP)?
Time to render the largest visible text or image block.
What does Total Blocking Time (TBT) measure?
How long the main thread is blocked and can't respond to user input.
What is Cumulative Layout Shift (CLS)?
Measures unexpected layout shifts that disrupt user experience.
How can you enhance website content for better engagement?
Align landing pages with user intent, use compelling CTAs, simplify design, optimize for mobile.
What is A/B testing in digital marketing?
Comparing two versions of a webpage or ad to see which performs better based on conversion metrics.
What are the steps in an A/B test?
Identify a problem, form a hypothesis, test variable, collect data, analyze results.
What is Google Ads?
Google’s platform to run search and display ads based on keywords and audience targeting.
What are text, display, and video ads?
Text = search-based, Display = banners across websites, Video = ads on YouTube.
What is remarketing?
Targeting people who have visited your site with ads as they browse elsewhere online.
What is the structure of a Google Ads account?
Account (unique email, password, billing) → Campaign (unique budget and settings) → Ad Group (set of similar ads for specific product)→ Ads.
What determines Google Ad Rank?
Bid amount, expected CTR, landing page experience, and ad extensions.
What is the Quality Score in Google Ads?
A 1–10 score summarizing ad relevance, CTR, and landing page quality.
What are common cost models in digital ads?
CPC, CPM, vCPM, CPV, CPA.
What is the purpose of ad extensions?
Add links, call buttons, or addresses for no additional cost to increase CTR by 10–15%.
What is a good range of keywords per ad group?
5–20.
What are negative keywords?
Keywords you exclude to prevent ads from appearing on irrelevant searches.
What is the anatomy of an ad?
Headline, URL & Path Field, Description (up to 80 Characters)
What is manual vs. automated bidding?
Manual = full control over bids; Automated = Google optimizes for clicks or conversions.
What tools help refine keyword strategy?
Bid Simulator, Keyword Planner, First-page bid estimates.
Why connect Google Ads to Google Analytics?
To track behavior of ad-click visitors and refine campaigns.
What is a campaign report in Google Analytics?
Shows clicks, conversions, and ROI from each ad campaign.
What is CPV in video advertising?
Cost per View — you pay when a viewer watches or engages with your video.
What is SEO?
Search Engine Optimization — improving organic visibility on search engines.
Where should keywords be placed on a page?
Page title, meta tags, headers, image tags, body paragraphs.
What is a meta description?
A summary of a page that appears in search results (up to 160 characters).
What are long-tail keywords?
Specific keyword phrases with lower competition and higher intent.
What are off-site SEO strategies?
Backlinks, guest blogging, review sites, social shares.
Why is referral traffic good for SEO?
users arriving from external links boosts page rank, more stable stream of visitors, higher conversions
How is referral traffic tracked in GA?
Acquisition → Traffic Acquisition → filter by referral.
What does the SEO Queries report show?
Search terms triggering impressions and clicks.
What does the SEO Landing Pages report show?
Search performance and engagement for specific landing pages.
Why is customer segmentation important?
It boosts ROI, improves targeting, supports product development, and retention
What are types of segmentation?
Demographic, geographic, behavioral, psychographic, purchase-based.
What are psychographic segments?
Based on values, attitudes, lifestyle, interests, and opinions.
What is K-means clustering?
Statistical method to group similar customers based on traits.
What are decision trees used for in segmentation?
Mapping customer journeys or decision points to target marketing.
Why should there be only one clear CTA in an email, and how should it be formatted?
A single CTA reduces user confusion and increases conversion likelihood. It should be bold, clear, action-oriented, and formatted as a large, linked button prominently placed.
What subject line characteristics help avoid spam filters while boosting open rates?
Use 40–50 characters max, avoid spam trigger words like “free” or “discount,” personalize with the recipient’s name if possible, and ensure clarity and alignment with the email’s content.
How does mobile optimization affect email campaign performance, and what design tips support it?
Over 60% of emails are opened on mobile. To optimize: use short subject lines, compressed images, single-column layout, large touch-friendly buttons, and responsive design.
What role does personalization play in email open and conversion rates?
Personalized emails increase open rates by up to 16% and improve engagement. Use recipient names, relevant content, behavioral triggers, and real signatures for authenticity.
Why is timing important in email marketing, and what methods can optimize send times?
Timing impacts open and click-through rates. Optimal times vary by audience, but A/B testing send times (e.g. 8am vs. 8pm) helps determine best performance.
How should marketers interpret unsubscribe rates, and what can high rates indicate about campaign performance?
A high unsubscribe rate signals irrelevant content, excessive frequency, or unclear expectations. Monitor it to improve content alignment.
Why is list hygiene (cleaning bounced and unsubscribed addresses) critical to email deliverability?
It prevents spam flags, maintains sender reputation, and ensures analytics reflect real performance by only targeting active, engaged users.
What is inbound vs. outbound email marketing?
Inbound = engaged customers; Outbound = cold leads.
What are key email marketing metrics?
Open rate, CTR, bounce rate, list growth, unsubscribe rate.
What are tips for effective email campaigns?
Clear subject lines, one CTA, short content, personalization.
What is a triggered email?
Automatically sent based on user actions (e.g., cart abandonment).
What is the CAN-SPAM Act?
U.S. law requiring opt-out link, accurate headers (non-deceptive), identification as an ad, valid company address, and clear disclosures.
What is email campaign tracking in GA?
Using UTM parameters (utm_source, utm_medium, etc.) to track clicks.
What are tools to track email campaigns?
Mailchimp, Campaign Monitor, Constant Contact.
What’s the difference between organic and paid social?
Organic = unpaid reach to followers; Paid = sponsored reach to targets.
What is Facebook’s ad structure?
Account → Campaign → Ad Set → Ad
What are Facebook custom audiences?
Users based on email lists, app usage, site visits, or post engagement, special algorithm called pixel that tracks user behavior and enables retargeting
What are lookalike audiences?
New users similar to your most valuable current customers.
What are some organic strategies on social?
Evergreen posts, native content, influencer partnerships, user engagement.
What are metrics to track in social media analytics?
Last click conversions, assisted conversions, session source.
What are video ad performance metrics?
View rate, CPV, average watch time, CTR, conversions.
What are Prof. Manglani’s video strategy tips?
Hook fast (prevents bouncing within first 10 seconds), stay on brand, target segments, refresh often, tell a story.
What tools help monitor brand buzz outside of social media platforms?
Mention, Meltwater, BrandWatch, Google Alerts.
What is the Facebook Ad Auction based on?
Bid, estimated action rates, ad relevance score, and expected impact from extensions.
What does the Facebook Audience Meter help with?
Helps assess if your target audience is too broad or too narrow during ad setup.
What are Facebook Ad objectives and success metrics?
Awareness (reach, recall), Consideration (traffic, engagement), Conversion (purchases, store visits).
What is average watch time per impression (video analytics)?
Total watch time divided by the number of impressions — measures engagement depth.
What is the ranking in the social media landscape?
Facebook→Youtube→ Whatsapp→ Instagram→ Tiktok→ Wechat→ Messenger→ Snapchat→ Linkedin → Twitter
Why do hackers target websites?
To inject malware, steal data, hijack resources, demand ransom, SEO spam or redirect traffic.
What are types of cyberattacks?
Malware, phishing, pharming, DDoS, DoS.
What are signs of a compromised website?
Slow performance, unexpected redirects, flagged in Google, or new unknown admin users.
What are tips to protect a site from cyberattacks?
Use HTTPS, firewalls, limit admin access, strong passwords, regular backups, 2FA.
What is PII? Provide examples.
Personally Identifiable Information — e.g., name, SSN, email, phone number, address.
What are FIPP’s five privacy principles?
Notice, Choice, Access, Integrity, Enforcement.
What is GDPR?
EU data privacy regulation requiring consent, transparency, and breach notification.
What’s the difference between deep and dark web?
Deep = unindexed content; Dark = encrypted content accessed via Tor.
What is phishing?
Fraudulent attempt to obtain sensitive info by posing as a trustworthy entity.
What is a DDoS attack?
Distributed Denial of Service — overwhelms servers with traffic from many sources.
What are external digital data sources beyond your website?
APIs, third-party databases, customer behavior data, geo-tracking, and social platform integrations.
What are ways to optimize the performance of your website?
Minimize HTTP requests, Combine files, Use asynchronous loading, enable caching, reduce redirects and plugins
What are some ways to make your page more friendly to search engines?
Include indexable text, Reduce excessive links, use relevant keywords, write good meta descriptions
What are some paid social media strategies?
Choose ad placements, lookalike audiences, custom audiences, refine targeting, use a/b testing