Digital Marketing Exam

  1. Which of the following is NOT an aspect of successful websites?

    1. Create captivating design

  2. The primary conversion for a lead generation site is:

    1. Both phone calls and form fill

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

    1. Purchase

  4. When a shopper puts an item in their online shopping cart, amazon recommends add-on products to:

    1. Increase average order value


  1. A single-purpose landing page:

    1. Directs visitors to one possible action

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

    1. A multi-product landing page

  3. The landing page should match their corresponding advertisements on all of the following dimensions except:

    1. URL

  4. Oli Gardner’s principle of clarity has been violated if:

    1. A visitor has no idea where a link leads

  5. The “upper fold” is:

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

  6. Where should a lead generation website feature its phone number?

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

  7. The Mobile First design philosophy advocates for designing the mobile site first because:

    1. Both, It is easier to adapt a mobile site for display on a desktop computer than it is to adapt a desktop site for display on a mobile device AND mobile traffic has more volume than desktop traffic


  1. A major advantage of creating content that is specifically optimized for a high-volume search phrase is that

    1. The content will have built-in distribution

  2. Black-hat SEO practices are

    1. Manipulations to improve ranking without providing value to searchers

  3. A link profile is

    1. A list of backlinks for a particular webpage

  4. Which of the following is considered a popularity metric

    1. Link diversity, social sharing, anchor text

  5. “Dofollow” links instruct search engines to pass authority to the linked page

    1. True

  6. Which of the following is NOT a category of earned backlinks

    1. Popular

  7. An editorial link is a link created by

    1. Another site owner voluntarily because he/she values the site’s content

  8. Sending out press releases to entice news to do a story about a company can result in links from these news websites

    1. These are editorial links

  9. Which of the following is not a method for how to acquire a manual link?

    1. Creating secondary sites

  10. Writing a blog post for someone else’s blog and including links to one’s own site would give a website

    1. Manual links


  1. An experiment at eBay showed that advertising on brand keywords were not profitable because:

    1. Searchers clicked the organic listing when the advertised listing was not available

  2. If I write five headlines for a Responsive search ad, which headlines will show up in the ad?

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

  3. Which of the following is NOT used when calculating an ad’s Quality Score?

    1. Organic Search ranking