Answers: Digital Marketing Fundamentals Certification (Grow with Google)

Recently, Google transferred its “Fundamentals of Digital Marketing” certification program from Google Digital Garage (also known as Digital Unlocked in some countries) to the Google Skillshop platform. This certification program is now available for free under the “Grow with Google” category.

While the content of the program remains largely unchanged, there are some subtle differences. For instance, participants can no longer skip activities and must complete all 26 modules, including quizzes, to be eligible for the final exam.

Consequently, we have updated our resource to provide a comprehensive answer key, which includes responses to all activities, module quizzes, and every potential question on the final certification assessment.

Using this guide, you can easily become certified in just 15-20 minutes, achieving a flawless 100% score on the Google Fundamentals of Digital Marketing certification exam. Best of luck with your certification! You won’t need luck with our guide.

Below you’ll find some selected questions from the latest real certification exam. You can get an idea about the exam format and prepare for it smarter. Need all exam questions with answers? Consider downloading our file.

Doing business online brings lots of fantastic opportunities – it can really help your company in new and exciting ways. Once your business is online, what opportunities can you take advantage of?

  • Finding lots of new customers – everyone’s online these days
  • Selling your products or services straight from your website or app
  • Delivering targeted advertising to customers
  • Saving money on your heating bills
  • Learning more about what your customers love
  • Using analytics to power your online sales

Karl, a 50-year-old mechanic, runs the local garage in a small town and is considering taking his business online. How could going digital benefit his business?

  • He’d be more visible to customers
  • He can target ads at local customers
  • It’s easier to communicate with customers
  • Less need for customer conversations
  • More insights into customers’ online behaviour
  • He can modernise his company logo

The increased use of the Internet presents a lot of potential for which types of businesses?

  • All businesses
  • Small business owners
  • International businesses
  • Local businesses

Taking a business online can involve many different steps. When starting out, which activity could be a part of this process?

  • Sending flyers with your web address to customers
  • Creating a business listing in online local directories
  • Increasing print and billboard advertising
  • Building a team of digital advertising experts

Which of the following is the easiest way for visitors to learn about a business while visiting a website?

  • Getting a free ’taster’ of one of your products when they sign up to receive emails
  • Listening to an audio file that auto plays whenever someone visits your site
  • Browsing your product pages and reviewing the Frequently Asked Questions page
  • Reading the terms and conditions for your products on your site

What is a key benefit of having an online presence for a business?

  • The ability to sell products directly to customers through social media
  • Being visible when people search for a business like yours
  • Sending users emails to update them on new products
  • Being able to offer new customers promotional discounts

Hamish is a successful hairdresser. He’s decided to grow his business by opening another salon. Hamish doesn’t have an online presence yet, but thinks this might help. Which of his business goals could being online help him achieve?

  • Attract new customers
  • Gather customer feedback
  • Source new hair colouring products
  • Advertise extended opening hours

Hamish has created a website with an online booking system for his salon appointments. He wants to engage more with his customers and came up a list of goals. Help Hamish to match each task with the online tool you think he should use to achieve his goal. Gather customer feedback:

  • An online gallery
  • Email survey
  • A map
  • Social media page

Tell customers about the extended opening hours

  • An online gallery
  • Email survey
  • A map
  • Social media page

Show customers Hamish’s latest hair looks

  • An online gallery
  • Email survey
  • A map
  • Social media page

Help local customers find the new salon

  • An online gallery
  • Email survey
  • A map
  • Social media page

Hamish’s website isn’t getting as many visitors as he’d like. He’s heard that search engine marketing (SEM) can help, but isn’t sure how it works. Can you explain what SEM enables you to do? Buy ad space on a search results page

  • True
  • False

Bid for keywords to display your content in search engines

  • True
  • False

Tag keywords within your website content

  • True
  • False

Optimise your website’s design

  • True
  • False
  • True
  • False

Log which items of the website are clicked on.

  • True
  • False

List which parts of the website a user doesn’t like.

  • True
  • False

Identify where in the world visitors are logging on from.

  • True
  • False

Which tool helps you measure the success of your website?

  • Keyword Planner
  • Ad Gallery
  • Ad Preview Tool
  • Analytics

Which of the following statements is true when it comes to taking a business online?

  • Stick to what you are doing and don’t make changes
  • The same content works across online and offline platforms
  • Use analytics to make informed decisions
  • Use analytics to track your customers across the Internet

Which term best describes the business activity that occurs when website visitors buy products or services from you online?

  • E-commerce
  • Display advertising
  • Search engine marketing
  • Pay per click

Which of the following statements is true when marketing your business online?

  • You need a website to show up in search results
  • You’ll reach a similar client base to the one you have in the real world
  • You’ll be seen by the same volume of customers whether you use search advertising or not
  • Social media is a great way to engage your audience

Addie runs a local bakery. After getting the business up and running over the last six months, she’s now ready to create a digital presence. What do you think Addie should set up first: a social media profile or a mobile app?

  • Social media profile.
  • Mobile app.

Addie is investigating how to create business websites for her local bakery business. She’s trying to get her head around how websites work. How good is your tech knowledge? Can you check the facts for Addie? An IP address is made up of a string of numbers that can be located by any device connected to the internet.

  • True
  • False

A browser figures out where online content is hosted and displays it to the user.

  • True
  • False

Every website is hosted on a server.

  • True
  • False

When users navigate to a website it is known as ‘hosting’.

  • True
  • False

Addie is drafting a description for the About Us page of her bakery website. Which do you think works best?

  • Love cake? So do we. Here at Knead to Know Bakery we have a passion and reputation for creating the most delicious cookies, cakes and bread.
  • Our business is driven by our vision and objective to commit to sustainable, local produce that engages with and builds community spirit.
  • We are the best bakers in town. Just like that!

Addie wants to make her website easy to navigate. Which of the following features should Addie include on every page of her website?

  • Side menu
  • About Us information
  • Bakery logo leading to homepage
  • Search field

To make the homepage of her local bakery website interesting, Addie wants to add some media elements to it. Different elements will cause the page to take longer to load, so she needs to get the right mix for the site. Can you put the following elements in order from the ones with the longest load time to the shortest? Click and hold to drag the items into the right order, then select Submit.

  • 2 minute HD advertising video for the bakery (1)
  • Large high res, full screen background image (2)
  • 20 second explainer animation (3)
  • Low res compressed thumbnail image (4)
  • Twitter button that links out to twitter page (5)
  • Text descriptions (6)

Which of the following statements is true when it comes to developing a web presence for a business?

  • Customers can learn about a business by downloading a mobile app, but they can’t place an order using an app
  • Building a new website requires a large budget
  • Mobile apps enable your customers to purchase your products without being on your website
  • All businesses must have a website to sell products

What is a web server?

  • The customer service representative you can call when you have questions about your website
  • The answer you get when you search a term on the web
  • A computer connected to the Internet with software that allows it to host all the components of your website
  • The device that determines the speed of your mobile connection

Fill in the blank: A __________ is a shortcut to other pages on your site or elsewhere on the web.

  • Hyperlink
  • Return link
  • Menu bar
  • Breadcrumb

Which of the following is something you’ll probably want to exclude from your website?

  • Prices
  • A lot of deep scientific information and detailed statistics
  • Special offers
  • Certifications to show you’re qualified to provide a service

Which of the following is an example of a ‘call to action’ on a website?

  • A list of phone numbers customers can use to get in contact with you
  • A ‘Get directions to our store’ button which when clicked, redirects to a map displaying directions to the store based on the customer’s current address
  • An icon button that takes the customer to your social media accounts
  • A hotline phone number that helps users complete their purchases

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What should you consider when developing your website content?

  • What your customers are looking for
  • Your latest promotions and discounts
  • Your brand values
  • Whether the content will go viral or not

Sam has recently decided to launch an online fitness coaching service. He has registered a domain name and set up a website, but is unsure of how to launch his business online in a way that will help him grow sustainably. Help Sam create his own online business strategy, by selecting the correct steps he should take. What should his first step be?

  • Define business goals
  • Create an email template
  • Find an investor
  • Ask the bank for advice

What should his second step be?

  • Launch a blog
  • Hire an assistant
  • Design a logo
  • Write a mission statement

What should his third step be?

  • Launch an advertising campaign
  • Identify his USP
  • Launch a newsletter
  • Hire an accountant

Omar owns a stall selling handmade cosmetics, and wants to launch an e-commerce site. He has lots of experience selling his products in person at markets, but is now hoping to reach more customers online. Can you advise Omar on how to make both his online and offline business successful? He should focus on duplicating his successful offline marketing efforts to an online audience

  • True
  • False

He should sell at a cheaper price on the website to attract more customers

  • True
  • False

He should identify his various online and offline audiences, and how best to engage them

  • True
  • False

He should consider paid online advertising as the sole means of promoting his business online

  • True
  • False

Holly owns a dance studio. To improve sales of dance classes, she is reviewing how her marketing team could update the company’s online presence. As part of the rebrand, the team listened to customer feedback and mapped customer journeys. They identified two things online customers generally struggled with: navigating the website and finding the business’s contact information. Which of the brand’s touchpoints should Holly modify to help address her customer’s feedback?

  • Website layout
  • Instagram account
  • Instructor’s Blog
  • Email marketing

Bobbi owns a protein shake company, which has been trading for 3 years. Her products are stocked in a number of gyms, but the company has not seen much growth in recent months. Bobbi would now like to break into the online market to boost product sales. Which of the following actions should Bobbi take to identify opportunities for online business growth?

  • Hire a financial planner
  • Identify a USP
  • Ship to new countries
  • Build a SWOT analysis
  • Distribute feedback forms to suppliers
  • Review competitor websites

Ryan has written some KPIs to help his fitness centres achieve the business goal of “improving overall client satisfaction”. Review these four KPIs. Which do you think fit the criteria of being specific, measurable, attainable, relevant and time-bound? Ensure 80% of clients use the gym’s online system to book personal training appointments

  • True
  • False

Increase how much money customers spend in the gym’s juice bar

  • True
  • False

A score of 85% or more in the annual survey for the question ‘Would you recommend this gym to a friend?’

  • True
  • False

Ensure 90% of new gym members book an induction session within the first two weeks of joining

  • True
  • False

What is the first step in creating an online business strategy?

  • Identifying business goals
  • Understanding what the competition is doing
  • Knowing the market
  • Aligning goals to the strategy

What is the purpose of the ‘See, Think, Do, Care’ framework?

  • To help determine a marketing strategy
  • To help a business understand the customer journey online
  • To help a business reach a global audience
  • To give insight into specific customer groups

Why is optimising customer touchpoints online beneficial for businesses?

  • It allows brands to add pop-up ads at every point of the customer journey, ensuring high visibility
  • It gives businesses the opportunity to save money on online advertising
  • It provides customers with value every time they come into contact with a brand, helping build trust
  • It gives businesses an opportunity to collect more data from potential customers

Once you’ve worked out your Unique Selling Point (USP), how would you use it in a long-term online strategy?

  • Incorporate it within marketing materials across all channels to help raise customer awareness
  • Create an email campaign letting your customers know why you are unique
  • Film a video explaining your unique selling point and send it to employees
  • Create a press release and distribute it through your channels

What type of information can KPIs provide?

  • Audience segmentation
  • Long-term projections
  • Financial viability
  • Board decisions

Seth is opening a coffee shop and is looking to attract new customers. Take a look at the list of benefits Seth sees in using search engines. One statement is not true. Can you cross it out?

  • Customers can locate Seth’s products and services when they search for them online
  • Search engines can help to get the word out locally about Seth’s new business
  • Search engines can help Seth to target customers who are already looking for his business
  • Customers will see advertisements for Seth’s business whenever they use a search engine

Seth’s coffee shop is unique – it has an outside roof terrace and a library area so customers can read while they sip. He also sells rare coffee beans imported from Peru. What are a few techniques he could use to make his website more relevant to its desired users? Point out unique aspects of his business

  • True
  • False

Write a blog to sing the praises of his Peruvian beans

  • True
  • False

Make sure his shop appears on Google maps

  • True
  • False

Paste in a product description of his Peruvian beans that he found on another website

  • True
  • False

Try to get other coffee-enthusiasts to review his business/website

  • True
  • False

Seth would like to make sure as many interested customers as possible are seeing his business’s website displayed in their search results. What are a few things he could pay attention to in order to achieve this? Image file names

  • True
  • False

Page titles

  • True
  • False

Key words in the content

  • True
  • False

Keyword meta tags

  • True
  • False

Seth is considering advertising his business using paid search results. What do you think makes paid search advertising so effective as a marketing method? Look at the following statements and decide whether they are true or false. Seth’s adverts are shown to people who are already interested in his type of business.

  • True
  • False

Seth will only be charged for advertising when his ad appears in the search results.

  • True
  • False

The paid search results are given a more prominent position on the search results page.

  • True
  • False

Seth will be charged for advertising only when someone clicks on his ad.

  • True
  • False

Seth’s website has been up and running for a while, but he isn’t sure how effective it’s been at drawing in new customers. How can Google Search Console help Seth with this? It can help show whether he’s using proper keywords in his content

  • True
  • False

It can recommend better page titles for Seth to use

  • True
  • False

It can recommend content that will drive more traffic to his site

  • True
  • False

Why are search engines a great place for a business to be found?

  • People pay to use search engines, so there is a wealthy customer base there
  • People who search are actively looking for information, products or services
  • Search engines are a big trend these days
  • Search engines guarantee new customers

What technology do search engines use to ‘crawl’ websites?

  • Androids
  • Interns
  • Automatons
  • Bots

Which of the following can help a search engine understand what your page is about?

  • The date it was published
  • The number of images used
  • The total number of words
  • The title tag

Fill in the blank: Spending money on search advertising influences how your website appears in ___________.

  • Organic search results
  • The search results page
  • Business directories
  • Display advertising networks

Which of these is an important factor in the paid search auction system?

  • How famous your brand name is
  • How cool your logo is
  • How long your business has been around
  • How relevant your ads are

Which of these can Google Search Console help you to do?

  • It helps you increase your social media following
  • It helps you optimise your Google Business Profile listing
  • It helps you understand which keywords people are searching for on Google
  • It helps you run A/B tests on your home page

Eric is keen to improve his search engine results and he wants to use SEO to do it. He’s written the step-by-step process for his SEO plan, but it’s currently in the wrong order. Can you reorder it? Click and hold to drag the items into the right order, then select Submit.

  • Do keyword research (1)
  • See where I appear in search results for specific keywords (2)
  • Look for gaps in my SEO performance (3)
  • Review results and adjust plan (4)

Eric sells fruit and veg online and is using SEO to improve where he ranks in search engine results. He’s researched what people search for to get to his website, and he’s created content to match it. Eric’s SEO work doesn’t stop there though. He’s been talking to some friends and they’ve all offered him advice about how he should keep up with SEO over time. Which advice should he not take?

  • Contract an agency offering top organic search positions
  • Don’t change your keywords as it confuses search engines
  • Stay up to date with search engine changes
  • Read about the trends in your industry and use them to create content for your page
  • Get opinions from your customers on what might be missing from your site

Eric is optimising his fruit and veg website for SEO and would like to improve his ‘long tail’ keywords. Which of these sets of words contains an example of long tail keywords?

  • Maris piper potatoes
  • Potato, potatoes, farm potatoes, organic potatoes
  • Buy organic potatoes from a family farm

Eric has been selling fruit and veg online for a while. He’s chosen the keywords that he feels will drive the right people to his website; now he needs to track the progress of these keywords with analytics tools. What information will analytics give him?

  • Where website visitors are located
  • Which website visitors turn into paying customers
  • What content visitors interact with
  • Whether customers enjoy the fruit and veg they buy

Which of the following factors should you consider when optimising your website for search engines?

  • Colour scheme
  • Recycled content
  • Inspiring business name
  • Site popularity

What should be the first step of a structured SEO plan?

  • Identifying your ad budget
  • Buying an analytics software
  • Setting up your presence on social media sites
  • Keyword research

When it comes to search ads, which of the following could dictate how an ad will perform against a competitor?

  • Social media following
  • Bid value
  • Domain authority
  • Average number of visitors to the company’s website

Fill in the blank: Short strings of specific keywords with low search volume are called ___________.

  • Long-hair keywords
  • Long-tail keywords
  • High-relevance keywords
  • Top-tail keywords

Which of the following would be an ideal goal for an SEO plan?

  • Increasing social media likes and follows
  • Increasing how many relevant people visit your website
  • Showing your website to as many people as possible
  • Being in first place in SERP for any keyword

Eric Blake sells the produce from his farm online. He wants to optimise the page that sells fruit and vegetables, so he’s looking into titles and meta tags, headings, and improving his copy. Can you help Eric choose a suitable title and meta description? Click to select title

  • Blake’s Produce: Fresh Fruit and Vegetables
  • Blake’s Produce
  • Blake’s Produce: Local to you

Click to select meta description

  • Produce grown locally and delivered to you
  • Fresh fruit and vegetables grown locally and delivered straight to your door
  • Farm fresh produce grown by local farmer Eric and delivered straight to your door

Eric is working on his website, which sells produce from his farm. He’s thinking of different ways to improve his website so that it appears on more search engine results and gets more traffic. Which of these ideas will help improve his search visibility? Write recipes that use vegetables that he sells

  • True
  • False

Get lots of likes or followers on social media

  • True
  • False

Encourage others to write about his website

  • True
  • False
  • True
  • False

Eric’s farm produce business started locally in the UK, but he’s started getting orders from overseas as well. Not wanting to miss this opportunity, Eric decides to optimise his website to an international audience. What should he avoid doing? Select the things Eric should avoid then select Submit to remove them.

  • Separating out each language into different pages
  • Having different languages on the same page
  • Adding language annotations to his webpage
  • Using automated services to translate content

Which of the following page titles would be most suitable for a website page describing a store’s return policy?

  • How to Send Stuff Back
  • [Company Name’s] Return Policy
  • Return Policy
  • Company Policies
  • Keep linking to them until they link to you
  • Send them emails until they link to you
  • Building relationships with similar sites
  • Use as many relevant keywords on the page you’d like them to link to

When expanding a business internationally, which of the following is most important to provide on your website?

  • Products and delivery details in the correct currency
  • Time and dates written in the local format
  • Exchange rate information
  • Free giveaways for local customers

ichelle has created some adverts to promote her wedding photography business in Cardiff. She wants her adverts to align with the keywords ‘wedding photographer Cardiff discount’, as she’s offering 25% off at the moment. Can you order the following advert headings from best to worst in terms of how well they align with the keywords? Click and hold to drag the items into the right order, then select Submit.

  • Cardiff wedding photographer – 25% discount (1)
  • Cardiff wedding photographer (2)
  • Discount wedding (3)
  • Wedding (4)

Michelle is writing her search ad for her wedding photography business. She wants to make sure it stands out. Which of these text statements would work best as an ad?

  • Cardiff wedding photography. Get 25% off your first order. Make your reservation now.
  • Wedding photographer Cardiff based photographer specialises in outdoor weddings and scenic locations. Book now!
  • Welsh wedding pics. Want great wedding pics? Cardiff based photographer, Michelle, available for hire.

Search engine marketing can also be called what?

  • Pay-per-click advertising
  • Organic advertising
  • Search box marketing
  • One-click advertising

In an SEM auction, your Quality Score is based on which aspect of your ad?

  • Bid
  • Relevance
  • Wit
  • Length

Fill in the blank: It’s possible to determine how well a/an ___________ will perform without bidding on it.

  • Auction
  • Website
  • Keyword
  • Advert

What should your search ad have in order to promote more clicks?

  • A call to action
  • A catchy headline
  • A close-up photo
  • A social media link

Anna is a commercial photographer. She’s setting up SEM campaigns to draw more traffic to her site. She needs to make sure her ads are relevant, and she’s doing this by creating ad groups for each type of product. Take a look at the ad below: Wedding photography Capture your special day with beautiful photographs Call to book your date now! Can you help Anna by eliminating the keywords that wouldn’t be relevant to her ad?

  • Bridal party photos
  • Candid wedding photos
  • Baby photoshoot
  • Newborn baby photography
  • Professional website photos

Anna specialises in portrait photography. She uses her website to reach potential customers and has recently set up an SEM campaign to draw more traffic to her site. She wants to use negative keywords to make sure her ads don’t appear for people who aren’t potential customers. Which of the following keywords are the negative keywords? Photographer

  • True
  • False


  • True
  • False


  • True
  • False

Family photo

  • True
  • False


  • True
  • False

Anna has a themed portrait photography studio. She offers competitive prices and reaches and engages with visitors to her site through her online presence. However, not many of them become paying customers. Anna has a range of keywords and wants to fine-tune them to best target potentially paying customers. Put the keywords in order of the broadest to the most restrictive. Click and hold to drag the items into the right order, then select Submit.

  • Photography, portraits (1)
  • Portrait photography studio (2)
  • Movie themed portrait photography (3)
  • Film themed portrait photography, low cost (4)
  • Homepage
  • Enquiry page
  • Enquiry confirmation page
  • Newsletter sign-up page

Which of the following is a benefit of using relevant ads and landing pages?

  • Increased cost for ad placements
  • Higher ad positions on the search results page
  • Higher cost per clicks on your ads
  • Ads that will ensure more purchases

When it comes to search ads, which description best describes ’negative keywords’?

  • Keywords with no association to your site
  • Keywords with a poor search volume
  • Keywords that are excluded from a campaign
  • Keywords that are typed incorrectly

Fill in the blank: If you use __________ keywords when building your search ads, minor variations, like plurals, can still trigger the ad.

  • Exact Match
  • Random Match
  • Direct match
  • Close match

What can conversion tracking in search help you measure?

  • How many transactions are completed on your site overall
  • How many people click on your SEM ad and end up browsing your site
  • How many people visiting your site from a search ad end up completing a purchase
  • How many customers your ad has converted into brand ambassadors
  • A website showing a map feature for local search with times for car, bike, public transport and on foot.
  • A social media page for Jim’s shop.

Jim owns a local bike shop and wants to be noticed more by the people in his town. He decides to use the Internet to connect with customers online by creating a listing for his business in a local directory like Google Business Profile. Help Jim create his listing by choosing the minimum information he should add. Jim’s Bikes

  • True
  • False

10 Bird Way, Cowseld, West Sussex, RH11 5XN

  • True
  • False

Phone number 01269 559632

  • True
  • False

Open 9–5 Mon–Sat

  • True
  • False

Image of a bike

  • True
  • False

How can you improve a business’s visibility to people located near you geographically?

  • Translate your website into at least two more languages
  • Offer free phone support during business hours
  • Ensure you have good analytics on your website
  • Make sure your phone number, address and business hours are easy to find
  • “bike shop near me”
  • “bike shop in UK”
  • “local bicycle shop”
  • “bike shops”

Which of the following is a benefit of registering your business in online local listings?

  • Discounted pricing on your search advertising campaigns
  • Increased likelihood of being discovered through search engines
  • More mentions on social media platforms
  • Guaranteed sales to local customers

Which three pieces of information are essential to include first in your local directory listing?

  • Business address, website, telephone numbers
  • Business name, business address, telephone numbers
  • Website, telephone numbers, email address
  • Business name, email address, website

Esmeralda runs a local bike shop. If she advertises her shop using the internet, Esmeralda could reach people in many different countries. But she doesn’t want to do that. She wants to target her online ads to local customers. How can she do this effectively?

  • Show ads to people within 10 miles of her shop
  • Display the ad during the shop’s opening hours
  • Tailor her ads for people who live locally
  • Hand out flyers and business cards to local shops

Esmeralda runs a local bike shop. She knows a lot of her customers use smartphones with GPS, so she invested in a mobile app that can utilise this technology. She has a couple of ideas how to use the app to engage her customers. Can you remove the ideas that do not need GPS?

  • Send sales alerts when customers are near the shop
  • Notify people of promotional events like a free tune-up
  • Direct customers to Esmeralda’s shop
  • Send personalised coupons to repeat customers
  • Let customers schedule appointments for repairs

Esmeralda owns a bike shop and wants to make her website interesting for local customers. She’s currently planning blog content that will help her show up on searches for local shops. She’s had an idea for a post about famous cyclists and one about popular bike trails in the area. Which one do you think Esmeralda should start with?

  • A post about famous cyclists.
  • Popular bike trails in the area.

Which of the following factors help search engines determine if your business is local?

  • Location details on the website, quality content and how mobile friendly the website is
  • Location details on the website, list of shops local to you and a contact form
  • Quality content, list of local suppliers and location details
  • Location GPS tags on photos, quality content and how mobile friendly the website is

When looking to attract a local audience, why it is important to optimise your website and content for mobile users?

  • Because local users tend to use their mobile devices when they’re out of the house
  • Because mobiles will replace desktop computers
  • Because all online users browse on mobile devices these days
  • Because marketing for mobile is more cost effective

Which of the following can help you gain visibility in search engines?

  • Adding relevant content that highlights the location of your business
  • Including your address on your Twitter account
  • Optimising your site for desktop devices only
  • Adding a list of shops local to you on your website

Lily runs a vintage clothing company. She’s set up an Instagram and a Facebook page, and has gained some followers by putting a sign up in her shop. What can Lily do to keep these followers and encourage others? Start a conversation with your followers

  • True
  • False

Comment on all of your followers’ personal posts

  • True
  • False

Delete all negative comments

  • True
  • False

Post regularly

  • True
  • False

Name and shame competitors

  • True
  • False

Lily has drafted a number of different posts for her social media accounts. Can you match the post to the best social network for each of the following scenarios? Vintage Lily is looking for a carpenter to create a bespoke counter top for our vintage clothing shop; contact me for details

  • Instagram
  • Linkedin
  • Facebook

Loving these recent photos of the new range by my fantastic photographer friend Rae

  • Instagram
  • Linkedin
  • Facebook

So excited about our first ever after-hours vintage fashion show on Thursday at 7 p.m. – join us?

  • Instagram
  • Linkedin
  • Facebook

Lily has had fun experimenting with the various social media networks but it’s time to get a little more serious. Which of Lily’s business goals can she achieve with social media? Raise the profile of the business

  • True
  • False

Keep expenditure within the stated budgets

  • True
  • False

Attract new customers and grow the customer base

  • True
  • False

Control the flow of stock

  • True
  • False

Discuss new products with customers

  • True
  • False

Lily is setting up a Twitter profile for her business. She’s put together a list of the key things she’ll need to get her profile up and running. Can you check her list and cross off any items she doesn’t need to include in her Twitter business profile?

  • A business email account
  • Annual membership fee
  • A company logo or photo
  • Business description and contact details
  • Number of employees in the business

Which of the following can businesses achieve by using social media?

  • Attract new audiences
  • Build a good reputation with customers
  • Meet sales goals
  • Increase traffic to their website

Fill in the blank: Businesses should focus on social media platforms with _______.

  • The biggest reputation
  • The most expected engagement
  • A relevant audience
  • The most users

Which of the following is an example of a social media goal?

  • Acquire genuine reviews on products
  • Drive more traffic to your store
  • Develop one-way communication with customers
  • Mimic your competition’s approach

Which details should you look to include on a business profile page on social media?

  • Details about the CEO
  • Link to a local listing site you’re on
  • Description of the business
  • Cost of products and services

Lily runs a vintage clothing shop and wants to engage more with her customers online. She currently posts to two social media networks but wants to develop a full social media strategy. Review the possible options. Can you place them into the right order, starting with what Lily should do first? Click and hold to drag the items into the right order, then select Submit.

  • Create a social media plan (1)
  • Set up accounts on appropriate social media sites (2)
  • Sign up to a social media management tool (3)
  • Create a list of posts to be automatically posted in the coming weeks (4)

Lily has decided to use some of her social media budget for targeted Facebook adverts. She’s keen to take her vintage clothing business global and wants to reach a wider audience, so which groups should her advertisements be targeted at?

  • Users who have posted about buying vintage clothes
  • Users who have ‘liked’ vintage clothing
  • Users who live within 20 miles of Lily’s shop
  • Users who live in countries that she’d be happy to mail her products to

Lily is keen to use analytics to evaluate the results of her social media campaigns. Analytics can help with this question. Can you help her by crossing off the things that analytics won’t be able to help her with?

  • Tell Lily how many visitors interact with her website
  • Show Lily how visitors found the site
  • Schedule content to be posted automatically at specified times
  • Send custom posts to specific visitors

Lily sees a negative post on Twitter about her vintage clothing business: “Received my #VintageLily dress today only to find the zip was broken! #lousyservice #vintagewoes” How do you think she should respond?

  • “So sorry to hear that $1 DM me so that we can get that dress fixed up as soon as possible.”
  • “$1 – We’ve never had our zips break before. Did you pull it too quickly?”
  • “$1 That’s a shame, sometimes the zips just break.”

A robust social media plan includes which of the following?

  • A list of content that mimics competitor content
  • All of your online business goals
  • A long-term schedule identifying when to post content
  • A list of friends who can post on the accounts

What is the best way to put your social content in front of people who don’t already follow you?

  • Increase your email marketing campaigns
  • Ask people to share your content to their networks
  • Use paid promotion to reach new audiences
  • Put links to your social on your website

What can social media analytics tools help you measure when assessing campaign results?

  • Whether the campaign was more successful than your competitors
  • Whether the visitors liked the social campaigns or not
  • Whether a visitor called the store after seeing a social post
  • Whether the visitor clicked on a paid ad or organic listing

Which of the following is a pitfall when using social media for business?

  • 2-way conversation with customers
  • Not being present on every social media platform
  • Not having the resources to respond to comments and questions in a timely manner
  • Spending too much time reviewing social media analytics

Phil runs a local plumbing business. He has a website but it isn’t mobile-optimised. He’s deciding whether to make his site responsive or create a customised app. Help him to decide which route to take first.

  • Screen with a mobile app welcome screen.
  • Screen with a mobile friendly, responsive website design.

Phil has limited technical knowledge but he wants to create an app to simplify the booking process for his customers. It’s important to select the right approach when making an app. Which of the following routes would you not recommend to Phil?

  • A professional app developer
  • An online self-service tool
  • Repurpose an existing app
  • Make the app himself

When looking to ensure your website is easily accessible by mobile users, what should you focus on doing first?

  • Redesign your website colour scheme
  • Optimise your site
  • Create a mobile app
  • Shorten your website content

What does responsive design mean?

  • Your visitors can manually adjust the size of your website
  • Your website will adapt to suit whichever device it is being viewed on
  • Your customers can provide feedback on the design of your site
  • Your website will respond to clicks faster

When it comes to optimising your website’s SEO for mobile users, which of the following is a crucial factor to keep in mind?

  • Short content and fewer images
  • Performance and usability
  • Usability and short content
  • Less video content

What can a business use to send messages to users who have already downloaded their app?

  • Text messages
  • Pull notifications
  • Push notifications
  • Email notifications

Mo is a plumber in Glasgow. He has a mobile-friendly website, and wants to make sure his site becomes more visible on the results page during a search. Which keywords do you think would work well for his mobile SEO?

  • Leaky tap
  • Blocked sink
  • How to fix a burst pipe in your bathroom
  • Local plumber
  • Pressure has failed in boiler, how can I fix it myself?
  • Ubend fix
  • Why is my dishwasher making a gurgling sound?

Mo’s a plumber with a responsive website. He wants to make sure he’s using the right keywords for his mobile SEO. Which online tool could help him identify which keywords would be most effective?

  • Google Keyword Planner
  • Google Analytics
  • Hootsuite

Mo is keen to advertise his plumbing business. He needs to find the display advert design that will display optimally on a large smartphone device, as that’s what most of his customers use. Which of the designs would work best on smartphones?

  • A text only advert.
  • An ad with an image, limited text and a button.

After a lull in sales, Mo wants to use a social media campaign to launch some of his new plumbing services. He wants to make sure he’s targeting the right audience. Which parameters should he use to decide who to target?

  • Age, interests, location
  • Internet speed, age, interests, hair colour, location, job title
  • Marital status, gender, interests, age

Mo has a plumbing business. He’s noticed that other service companies publish short videos to show off their expertise, products, and how they do things. This engages their customers and drives interest in their services. To help customers with common plumbing problems, he wants to create a Do-It-Yourself video on his website. How long should he make his video?

  • 30 seconds
  • 60 seconds
  • 90 seconds
  • 120 seconds
  • 150 seconds
  • 180 seconds

When considering how mobile users will search for your business, which types of keywords should you focus on?

  • Long tail keywords
  • Shorter keywords and phrases
  • Longer keywords and phrases
  • Exact match keywords

Before running search ads, you should make sure your site is mobile-friendly. Which scenario best describes a mobile-friendly experience for a customer?

  • The business has a mobile app instead of a website
  • The site include business phone numbers
  • The site works on different mobile devices
  • The site does not include any videos so it loads quickly

Which of the following can be used to target an audience when using some social media ads?

  • People’s names
  • People’s address
  • People’s pet names
  • People’s relationship status

When making video content for your display ads, what is most important to ensure?

  • Videos are entertaining, long and include a CTA
  • Videos are relevant, short and include a CTA
  • Videos are relevant, long and include a URL
  • Videos are short, informative and include a phone number

Angela opened her own beauty salon two years ago, and is now looking at how content marketing can help her boost the business’s profile online. How could content marketing help her? Could it help her find cheaper suppliers?

  • True
  • False

Could it help her develop a stronger brand identity?

  • True
  • False

Could it help her understand her customers’ shopping preferences?

  • True
  • False

Could it help her connect with the right audience?

  • True
  • False
  • Find out who his audience is (1)
  • Segment his audience into groups (2)
  • Create specific content targeted to these audience profiles (3)
  • Publish the content and promote it to his audience (4)

Jamie is part of the content marketing team for Fitstuff, a sports shop. The content he’s producing needs to appeal to new customers, as well as provide extra value to existing customers. Which of the following content would appeal best to both audiences?

  • List of the top 10 sports equipment outlets/shops
  • A competition inviting customers to submit photos of themselves wearing Fitstuff gear, with store gift vouchers up for grabs as prizes
  • 10% discount vouchers for all new customers
  • A blog about the store’s recycling scheme for old trainers

Josh, an interior designer, has decided to create blog posts and share them on social media to promote his new business. He’s made a list of all of the things he should remember when writing – however, not all points on his list are correct. Can you help him identify the points that are correct on this list? Focus on your target audience

  • True
  • False

Only write about the products or services you offer

  • True
  • False

Be consistent in your writing style and tone of voice

  • True
  • False

Add the hook to the end of your blog post

  • True
  • False

The longer the post, the better

  • True
  • False

Lydia is a business student working for a hotel’s marketing department for the summer. She’s responsible for creating and promoting content across the hotel’s online channels. What should she do, and in which order? Click and hold to drag the items into the right order, then select Submit.

  • Consider all the channels available (1)
  • Decide what content to create, and when, based on the target audience (2)
  • Create content (3)
  • Publish content (4)
  • Promote content (5)

Maria has a pet shop in Bristol, and is writing fun blog posts about pets on her website, which are also being promoted on her social media accounts. Her goal is to try and increase product sales through content marketing efforts. Which metric is the most relevant in assessing which blog posts are contributing to increased product sales? How long users spend on each blog post

  • True
  • False

Which websites are referring traffic to her blog

  • True
  • False

The number of new subscribers to her email marketing list

  • True
  • False

How many people click the “Buy Now” CTA at the end of each blog post

  • True
  • False

Which of the following is an accurate definition of what a content marketing campaign involves?

  • Creating and posting content ad-hoc when you have the time
  • The creation of time-sensitive content that can be published through various channels
  • Regularly emailing customers with news about a business’s products or services
  • The creation and promotion of online materials with the goal of increasing interest in a product or service

What does the following definition describe? ‘The division of an audience into groups of who they are and what they like, with a goal of identifying a group most interested in your product/service.’

  • Marketing channels
  • Demographics
  • Audience segmentation
  • Group dynamics

Fill in the blank: When describing the purpose of content, what is missing? ‘To entertain, to inspire, to _______ and to convince’.

  • Humour
  • Please
  • Surprise
  • Educate

Which of the following best describes why approaches to writing need to be adapted for online content?

  • Online readers have a reduced attention span, due to being flooded with information
  • Certain blogging platforms have a limit on the word count you can publish
  • Online readers only like to engage with long-form pieces of content
  • Online audiences are typically younger, so the language used needs to reflect this

What are ‘highlighting key dates’ and ‘considering multiple channels’ best practices of?

  • Creating a content calendar
  • Designing illustrations to support content
  • Segmenting your audience
  • Identifying social media influencers

Which of the following metrics could help you understand which blog post is resonating the most with your audience?

  • Session duration
  • Page views
  • Referral traffic
  • Unique page views

Steph runs an online pet supplies shop, and she has some ideas about how email marketing can help her business. Two of her ideas are correct and two are not. Can you weed out the wrong ones?

  • It’s a good way of keeping customers informed about products
  • It helps customers talk to each other via email
  • It will let me send info about dog-related products to customers who have dogs
  • It lets customers email me if they have problems or questions

Steph is thinking about using an email marketing service to help her send out marketing emails for her pet supplies store. What benefits are there to using an email marketing service? They make it easier for customers to sign up to receive marketing emails

  • True
  • False

They can help you create a customer database

  • True
  • False

They write marketing emails for you

  • True
  • False

They make it straightforward to send out personalised emails

  • True
  • False

Steph is writing a marketing email to send out to customers who have bought puppy food and toys from her online shop. Steph is writing a marketing email to send out to customers who have bought puppy food and toys from her online shop.

  • Hi John, do you have a new puppy?
  • Save ££££s on PUPPY FOOD!!!!
  • MEGASALE on food for PUPZ!

Steph is curious to learn how her customers react to email marketing campaigns. What kind of analytics data might she expect to get from her recent email marketing action?

  • Open rates
  • Clickthrough rates
  • Weekly sales
  • Trash rates
  • The less people that open the email, the lower the rate
  • The reason for the rate being higher or lower is not known
  • It doesn’t track the number of bounces

Which of the following will you need to start an email marketing programme?

  • A collection of email templates
  • A ‘Contact Us’ form
  • A way to collect people’s email addresses
  • A set budget

Which of the following is a common feature of email marketing platforms?

  • Personalised, custom templates
  • A free list of email addresses you can target
  • A feature allowing users to unsubscribe from your emails
  • Automation of your search ad campaigns

Which of these is a good practice to keep in mind when sending emails to your contacts?

  • Run an A/B test on your subject line to determine which one works best
  • Send the same generic and simple message to your entire contact database
  • Include enough content in the email so there is no need for them to click away to read further elsewhere
  • Only include a call to action on the landing page you’re linking to in the email

If the open rate of your emails seems low, which of the following could help you fix that?

  • Redesign your website
  • Change the colour of the buttons inside your email
  • Send your emails to more contacts
  • Adjust the subject line of your email

Which of the following statements is true when it comes to running email campaigns for a business?

  • There’s no need to use sponsored ads within your email marketing
  • There’s no need for analytics when it comes to email marketing
  • You need to include personal contact details
  • You can use any imagery, despite copyright

Colin has been running a film review website for his podcasts for the past two years. He’d like to start advertising his site to increase the number of subscribers. To do that he wants to contact some media owners. Who do you think Colin should contact?

  • A forum for movie fans
  • Film production agency
  • An offline business directory
  • A network that matches businesses with ad space to sell

To maximise the hits on his website, Colin wants to target two different audiences using both display ads and search advertising. His two target audiences include cinema-goers and home movie watchers. Which type of approach would work for each audience? Home movie watchers

  • Place a display ad for the local cinema on Colin’s own website
  • Place a display ad on a cinema listings site
  • Create a search ad with keywords based on Colin’s film reviews
  • Distribute flyers at the local cinema


  • Place a display ad for the local cinema on Colin’s own website
  • Place a display ad on a cinema listings site
  • Create a search ad with keywords based on Colin’s film reviews
  • Distribute flyers at the local cinema

Colin’s favourite director has launched a new film. Colin has written a review and wants to use it to bring in visitors with a digital campaign. t to bring in visitors with a digital campaign.

  • Filmography page of the director
  • His friend’s culinary blog
  • Cinema listings
  • Local news website

If you own a film blog, which type of customer can you expect to reach with display advertising?

  • People who use ad-blockers and are interested in your subject
  • People who haven’t read your blog before but are interested in your subject
  • Only people who have read your blog previously
  • Only people interested in films and movies

Fill in the blank: The ads on search engines are usually made up of ________.

  • Audio
  • Video
  • Text
  • Images

When using search engine marketing, where can your ads appear?

  • Only on search engines
  • Only on websites
  • On search engines and websites
  • On websites and social media

When setting up display advertising campaigns, who can you target?

  • People with specific names
  • People who speak different languages
  • People who already own specific products
  • People with a specific address
  • Text-based ad
  • Video ad
  • Image and text ad
  • Tweet the video link to his friends
  • Email website owners to ask if they will feature his video
  • Use an ad network such as Google Display Network
  • Share the video on his Facebook page

Colin is getting a lot of traffic to his podcast website, but not many subscribers. He has budget to design three display ads to encourage people back to his website to subscribe. Colin came up with a list of target groups that he’d like reach with his ads. Help him to cross off the two least useful target groups from his list.

  • People who visit his site
  • People who search for TV-related podcasts
  • People who have started (but not finished) the subscription process
  • People who download his e-catalogue
  • Commentators on film forums

In what way can display advertising be effective?

  • It guarantees more visitors to your site
  • It guarantees increased sales
  • It drives traffic to your website
  • It improves your ranking in search engines

Which of the following is an example of the type of data that advertising networks automatically collect and share with businesses?

  • The number of sales you make from the ad
  • The cost of each ad you publish
  • The cost of creating the ad
  • A prediction of sales you can make from your ad

Which of the following is true when purchasing ad placements on an advertising network?

  • You always need to contact the owner of the website to buy ads on their page
  • The network provides data on the click-through-rate
  • The network provides names of the people who click your ad
  • The network will continue to show your ad for 7 days once your budget has expired

If a person adds a product to a shopping basket but then leaves the website, which of the following tactics is most likely to encourage that person to return and purchase the product?

  • Retargeting with a display ad encouraging newsletter sign-up
  • Redesigning your website
  • Creating a Facebook page for your business
  • Retargeting with a display ad that has a discount coupon

What is the first step of display retargeting?

  • Sourcing keywords
  • Defining your audience
  • Writing content
  • Setting a call to action

Justin is a passionate cook. He runs a vegetarian cooking website where he shares recipes and sells speciality ingredients. How could Justin reach his customers through online video?

  • Upload cooking videos to YouTube
  • Advertise on other videos to promote his recipes
  • Add video to his own website
  • Advertise on online games
  • Buy a TV commercial slot
  • Share video on his social media pages

Justin’s created the perfect vegetarian lasagne, and he wants to share his recipe with the world. Can you help him plan where to put a promo video so it will most effectively reach his target audience?

  • In an email to his customers
  • Cookery section of YouTube
  • Websites selling speciality vegetarian ingredients
  • Local directory listings

Justin wants to do some video interviews with other local chefs. He wants to add the videos to his blog. Can you help him order his to-do list? Click and hold to drag the items into the right order, then select Submit.

  • Plan the video release schedule
  • Storyboard the video content
  • Decide on a location and source props
  • Find a video crew and film the videos
  • Edit then upload the videos

Justin is uploading some new videos. What can he do to increase the chance of them being promoted and shared? Post it on his website as well as other sites

  • True
  • False
  • True
  • False

Have a call to action such as a ‘share’ option

  • True
  • False

Add hashtags to your videos for social networking sites

  • True
  • False

Justin wants to do more video advertising. He knows his blog audience likes cooking at home, TV shows featuring famous chefs and cooking demo videos. Which keywords should he choose for the Google Ads programme?

  • Home cooking
  • TV chefs
  • Instructional videos
  • Cooking videos
  • Chefs
  • TV shows

Justin is studying his food blog’s analytics. He notices that most people give up on his videos after 60 seconds. He’s brainstormed a list of fixes. Cross out the ones that you think are wrong.

  • Change his preview image and video title
  • Update the video description
  • Keep new videos under 60 seconds
  • Review the comments to see what viewers have said

When incorporating videos into a digital strategy, which of the following tactics provides value to customers?

  • Setting up live streams of the business’s physical shop on their website
  • Publishing a how-to video on their website
  • Producing sale campaign videos
  • Sharing personal vlogs

What can using video as part of your online presence help you create?

  • Content that will go viral
  • A channel to engage with customers
  • A variety of different brand perceptions
  • An online following and fanbase

Fill in the blank: As a small business, creating videos to showcase your business or product requires only ______.

  • An agency, professional crew and equipment
  • Creativity, lots of experience and a large budget
  • Creativity, planning and any budget
  • Creativity, planning and high-quality equipment

Using videos in email marketing and social media is an effective way to do what?

  • Increase word of mouth referrals
  • Engage and grow your audience
  • Guarantee sales of your product or service
  • Lower the cost of developing content

How can you take advantage of video for your product/services without actually making a video?

  • This isn’t possible
  • Advertise on other people’s videos
  • Use images with a call to action instead
  • Share other people’s videos

When looking at your video analytics, you discover people are only watching the first few seconds of your video. What should you do?

  • Consider removing the video from the platform
  • Consider re-shooting your video based on comments
  • Consider updating your preview images, video titles or descriptions
  • Consider asking people to watch the whole video in the description

Linda runs a guesthouse with a website where people can book their rooms online. She’s been using web analytics to monitor how customers interact with her website. Linda uses the information to improve the site and the visitor’s experience. Take a look at the following terms – do you know what they mean in the web analytics world? Time spent on site

  • Metric
  • Conversion
  • Dimension

Visitor’s device type

  • Metric
  • Conversion
  • Dimension

Visitor’s location

  • Metric
  • Conversion
  • Dimension

Signing up to the newsletter

  • Metric
  • Conversion
  • Dimension

Linda’s analytics data shows people unsubscribing from her newsletter after two weeks. These people also aren’t booking rooms at her guesthouse. Linda gets some advice from her friends. Whose advice should she take?

  • “Stop sending newsletters as people aren’t reading them”
  • “Review the content of the newsletters to check they’re suitable”
  • “Check you’re not sending too many newsletters”
  • “Send more newsletters reminding customers to book a room”

Linda runs a guesthouse and has been using analytics to gather information about how people interact with her website. She’s recently revamped her newsletter, and has made the site responsive to appeal to users on mobile devices. Which elements of the analytics should Linda focus on to measure the effectiveness of her changes? Number of visits to the site per month

Number of visits to the site per month

  • *True
  • False

Number of site pages users explore on average

  • True
  • False

Amount of time visitors spend on the site

  • True
  • False
  • True
  • False

Percentage of orders made on smartphones and tablets

  • True
  • False

Fill in the blank: Website analytics can tell you _____________.

  • What time of day your website gets the most traffic
  • How many mentions or likes you get on social media
  • How well your competitor’s ad campaigns are doing
  • The email addresses of visitors to your landing pages

Analytics can give you immediate valuable information about which type of customers?

  • Previous and current customers
  • Current and future customers
  • Previous and future customers
  • Offline and online customers

If your key business goal is to get people to book rooms at your guesthouse, what data are you most likely to be interested in?

  • How long people spend on your ‘How To Find Us’ page
  • Which day of the week is most popular for bookings
  • Whether your funny Tweet goes viral
  • How many people visiting your site book a room with you

Linda runs a guesthouse. She wants to use analytics to measure traffic coming to her website from organic search results. What can she learn from analytics reports?

  • Which search engines visitors use
  • How traffic is trending over time
  • How relevant the content is for keywords
  • How many visitors are using mobile devices

Linda owns a guesthouse and has a website where customers can book and pay for rooms in advance. Linda uses SEM to create targeted ads for her rooms. She’s now looking at the analytics data for the different ad campaigns she runs. Take a look at the analytics data for the three campaigns. Which one campaign is performing least well Cosy guesthouse in Guildford town centre Get away from it all in a relaxed setting Book a room today! 478 clicks 6% conversion rate

  • True
  • False

Family friendly guesthouse Lots to do nearby Come and see what we have to offer! 830 clicks 2% conversion rate

  • True
  • False

Romantic guesthouse getaway in Guildford Plan a special trip with your loved one Book online now! 630 clicks 4% conversion rate

  • True
  • False

Linda runs a successful guesthouse in the centre of Guildford. She promotes the guesthouse online and has a website where customers can book and pay for rooms in advance. Linda wants to use segmentation to break down her analytics data. What information about the visitors can she gather by using this?

  • Devices used
  • The visitor’s city
  • The visitor’s country
  • The number of clicks on a page

Most web analytics tools can tell you what information about the user?

  • Their contact details, their behaviour and their operating system
  • Their location, type of device they’re using and pages visited
  • Their location, type of device they’re using and contact details
  • Their interests, when they delete their browser cookies and their location

Fill in the blank: If an ad is not performing well, one effective tactic is to _____________.

  • Try a different search engine
  • Tweak the ad’s copy and analyse the results
  • Hire a professional ad agency
  • Delete the ad and try again

Which section of Google Analytics can tell you whether visitors have found your website via social media?

  • Site search
  • Acquisition
  • Behaviour
  • Search Console

Charles is thinking about taking his business online. He has many questions, but first he wants to understand what benefits data can have in online marketing. He needs some advice. What are the benefits of data in online marketing?

  • Data can be accessed and analysed in real time
  • Data helps you make informed decisions
  • Data allows you to regard every customer as a number, removing the need for personalisation
  • Digital data reaches more customers

Jo is about to launch a new online campaign, and wants to know how data can be used to make the campaign as effective as possible. Rearrange the steps below in the correct order to help Jo understand what should happen first. Click and hold to drag the items into the right order, then select Submit.

  • Identify the goals of the campaign and plan the next actions to take (1)
  • Collect the relevant data (2)
  • Check and investigate the findings (3)
  • Take action to test the hypothesis (4)

Lee is currently trying to promote a free eBook download on his website. He has spent time creating compelling emails and posting updates on his social media accounts. He decides to use data to work out if actionable insights can improve the success of his non-paid promotional efforts. Here are the highlights of the data that was gathered: 75% of all eBook downloads came via his social media posts, 15% coming from his email newsletter and 10% via organic search traffic; Most eBook downloads occured between 5.00 p.m. and 7.00 p.m.; Facebook accounted for 65% of social media eBook downloads, LinkedIn made up another 25%, while other social media platforms delivered a total of 10%. Using this information, what actionable insights could Lee come up with to improve the success of his promotional efforts going forward? Develop additional email marketing content, ensuring emails are delivered during the off-peak eBook download time.

  • True
  • False

Post content across all social media channels during off peak eBook download time, and send email marketing content during peak eBook download time.

  • True
  • False

Reduce his efforts on the email marketing campaign and expand on social media promotion, specifically on Facebook and LinkedIn.

  • True
  • False

Schedule engaging Facebook posts to be published between 5.00 p.m. and 7.00 p.m.

  • True
  • False

Anya is working on a presentation for potential investors. They would like to see how the demand for public parking has grown in the past three years. Anya has created the following four graphics to illustrate the growth demand. Which graphic would be the clearest and make the most impact on the investors?

  • Image of a table of figures
  • Image of bar graph
  • Image of pie chart
  • Image of a heat map

Which type of data relates to a metric that can be represented with a number?

  • Quantitative
  • Qualitative
  • Holistic
  • Customer

What makes the data cycle useful?

  • It helps you make the most of the data collected from marketing activities
  • It helps you evaluate your competition
  • It provides information about what users like about your website
  • It presents collected data in a visually appealing way

Fill in the blank: Actionable insights can be described as explaining the ______ of an online marketing campaign.

  • ‘Why’
  • ‘How’
  • ‘When’
  • ‘Who’

Which of the following is a benefit of using spreadsheets?

  • Vast quantities of data can be stored, sorted and analysed quickly
  • Data can only be accessed when all users are online
  • Valuable customer and market insights can be delivered quickly
  • Spreadsheets are the only way to collect data and extrapolate results

If you needed to showcase which parts of a website are being clicked on the most, which presentation type should you consider?

  • Bar chart
  • Pie chart
  • Table
  • Heat map

Jo wants to create a fully functional online store. Can you check which of the following features are available in most fully functional online stores? Order management via a backend system

  • True
  • False

Customer reviews pane

  • True
  • False

Products browser

  • True
  • False

Over-the-phone payments via a web-based calling system

  • True
  • False

What would be beneficial to include on a product description page?

  • Previous versions of the product
  • Links to other suppliers
  • Reviews of the product
  • Price comparisons

Which of the following is an advantage of e-commerce?

  • More relaxed checkout procedure
  • Low operational costs
  • Minimal interaction required with the customer
  • Segmentation of audiences

To an owner or administrator, what is a functional benefit of having an online store?

  • It collects the addresses of your online store visitors
  • It provides a backend system with order management
  • It provides a quicker checkout process than a physical store
  • It allows you to feature more sales and discounts than a physical store

What is the name of the process that describes what happens when a customer is taken to a separate site to complete a transaction before being sent back to the original site again?

  • Second-party payment processing
  • Third-party payment processing
  • External payment processing
  • Internal payment processing

Jo wants to use analytics data and visitor surveys to make some improvements to her e-commerce website, but she only has limited time and budget. What actions could Jo take for each of these findings? Customers access the shop a lot on mobile

  • Add customer reviews
  • Create registration for customer accounts
  • Introduce responsive design
  • Add a search feature

Customers want to find a specific product

  • Add customer reviews
  • Create registration for customer accounts
  • Introduce responsive design
  • Add a search feature

There are lots of website visits but no one is buying the products

  • Add customer reviews
  • Create registration for customer accounts
  • Introduce responsive design
  • Add a search feature

Repeat customers add products to their cart but are not checking out

  • Add customer reviews
  • Create registration for customer accounts
  • Introduce responsive design
  • Add a search feature

Office sets are steady sellers for Jo. How can she suggest office furniture items to customers who might not have considered them yet?

  • Create a ‘Suggested products’ banner
  • Use analytics to understand who is visiting the site
  • Add a video tour of the shop

Jo has noticed that some of her customers leave her site without making a purchase. She’s set up some product retargeting ads, and wants to measure the performance of her campaign. What parameters should she look at to see if she’s attracting potential customers?

  • Conversion rates
  • Number of people clicking on each ad type
  • Comments on her social media profile
  • How many pages visitors check before they leave the site

Which of the following is a sign that customers are having trouble using a particular device to make purchases?

  • Analytics shows you have a lot of mobile visitors, but very few purchases through mobile
  • A specific product is not selling much compared to your other products
  • You get a lot of questions about your return policy
  • People are having trouble using a promo code for a current sale

What is an example of product merchandising?

  • Running an ad for your products
  • Adding a way for customers to filter your products
  • Displaying very specific, featured products on your home page
  • Cross-selling products in the checkout process

Which of the following statements is true when describing how retargeting ads work?

  • Retargeting ads are visible to people who haven’t been on your website yet
  • Once a user visits your site, the code drops an anonymous browser cookie
  • Once your customer purchases, you can not turn off the retargeting ad
  • Retargeting will always drive customers to your site

Matt runs an online vintage record store in the UK. He wants to expand into new markets, but doesn’t know where to begin. What tools can help him choose his new market? Market insight tools

  • True
  • False
  • True
  • False

Translation services

  • True
  • False

Matt has found out there’s a growing market for vintage records in Portugal. He now needs to identify insights on his new audience using a variety of tools.Can you help him match the correct tool with its corresponding insight? High search traffic on vintage record terms from Portugal

  • Google Keyword Planner
  • Google Analytics
  • Google Market Finder

Low competition on search ads in Portugal

  • Google Keyword Planner
  • Google Analytics
  • Google Market Finder

People in Portugal are looking at his website

  • Google Keyword Planner
  • Google Analytics
  • Google Market Finder

Matt needs to make sure his website is suitable for his Portuguese customers. He’s made a list of translation and localisation tasks. Which items on his list relate to localisation? Adjusting colloqualisms so they make sense in Portuguese

  • True
  • False

Adding his UK office’s address to the main site

  • True
  • False

Calculating prices of the products in local currency.

  • True
  • False

Adjusting humourous product descriptions so they make sense in Portuguese

  • True
  • False

Matt’s chosen his market, now it’s time to find new customers. He has a few ideas, but not all of them will reach his Portuguese audience. Can you help him choose his best advertising ideas?

  • Advertise on Portuguese music websites
  • Send English emails to current UK customers
  • Use search ads driven by translated search terms
  • Set up a Portuguese fanpage for his store
  • Custom duties and tariffs
  • Portuguese taxes
  • Exchange rates
  • National holidays
  • Product safety requirements
  • Insurance cover

Matt’s found out that Portugal has fast internet speeds, which is great for accessing his website. What things will Matt definitely need to do now he has customers in a new market?

  • Use an international payment system
  • Research the Portuguese music scene
  • Visit Portugal frequently
  • Use an automated translation service
  • Learn to speak Portuguese
  • Check his site from an international point of view

Matt’s getting ready to sell his vintage records to Portuguese customers online. But there’s one unhelpful task on his to-do list. Can you cross it out for him?

  • Research label requirments for international shipping
  • Set up a few Portuguese social media accounts
  • Choose an international shipping partner
  • Set up customer service for international orders

What is the best way to translate the content on your website for a new market?

  • Google translate
  • Native speakers
  • Translation software
  • Language guide

Before starting to promote products to other countries online, what could you use to gauge demand for your product in that specific market?

  • Translation software
  • Keyword planning tools
  • Interviews with people from that country
  • A range of search ads in different countries

When adapting your website for customers who speak a different language, what should you do?

  • Have a ’translate’ button that pulls a translation from an external provider
  • Translate your content with consideration to particular words and phrases
  • Translate your content directly, word for word
  • Localise the name of the business owners

Which of the following is primarily meant to target new customers online?

  • Email marketing
  • Print advertising
  • Retargeting advertising
  • Search advertising

What should a business do first, when considering going into a new market?

  • Hire an agency to translate its website into the local language
  • Open a new office in the capital city
  • Determine its ability to deliver products and review all tax and legal information
  • Invest in major ad campaigns to raise brand awareness

When selling to people in different countries, what payment form should you consider using if you aren’t already?

  • Debit cards
  • Credit cards
  • Paypal or Worldpay
  • Bank transfers

Which of the following options is important to research when planning to expand delivery of products and services to customers across the globe?

  • What times of the day international shoppers are online
  • The legal and tax considerations in that market
  • Which social channels are popular in that market
  • Which couriers offer the cheapest services for global shipping

When planning your website, what is one of the key things you should consider?

  • The order your products will appear on the site
  • What you want your customers to do on the site
  • How customers will interact with the site
  • What your customers want to see on the site

When considering whether to have a web presence for your business, which of the following is not a major factor?

  • Technology
  • Cost
  • Scope
  • How long you’ve been in business

When you’re building a business website, what purpose does a server have?

  • It manages your website
  • It hosts your website
  • It promotes your website
  • It secures your website

When looking to advertise a new business online, what is one of the major benefits of display ads?

  • They are seen by everyone
  • They have higher click-through rate
  • They can come in many different formats
  • They don’t cost too much to set up

Imagine a customer has downloaded an app made by their local hardware store. How could that business connect with their audience through the app?

  • Call the customer when there is an offer they’d enjoy
  • See where their customers are and monitor their shopping behaviours
  • Send them offers when they enter a certain geographical area
  • Add items to their in-app basket that you think they’d like

What is the term we use to describe how search engines categorise each piece of content?

  • Listing
  • Crawling
  • Indexing
  • Ranking

When using a search engine, what is the name of a word or phrase somebody types to find something online?

  • Search phrase
  • Search term
  • Search query
  • Search word

When looking to optimise the performance of a website to improve its search engine ranking, using ’long tail keyword terms’ in your SEO plan often allows you to…

  • Outrank lots of larger, more established companies
  • Find more opportunities
  • See more traffic than short tail keywords
  • Perform better on social media
  • Pay people to link back to your site
  • Write some great content they will find useful
  • Ensure your staff link back to your site
  • Link to them first, regardless of whether they have anything interesting on their site
  • The quantity of links is important, not the quality
  • The quality of links is important, not the quantity
  • Links hidden within code on sites improves your SEO performance
  • Links hidden within images on sites improves your SEO performance

Which of the following will be achieved by including an offer in a Search Engine Marketing (SEM) ad?

  • It will help the ad stand out and encourage people to click it
  • It will guarantee the ad appears at the top of the search results
  • It will increase the amount of users across your entire website
  • It can increase the quality score of your ad

Fill the blank: When managing SEM campaigns, the best way to optimise your quality score is to improve the _________ of your keywords, adverts, and landing pages.

  • relevance
  • conversion
  • clicks
  • importance

When fine-tuning paid search ads, you change a broad-match keyword to a phrase-match keyword using which symbol?

  • Quotation marks
  • Apostrophes
  • Italics
  • Square brackets

When running a search engine marketing campaign, what goal do you expect to achieve by having conversion tracking on your site?

  • To see personal data about the person who bought from you
  • To understand what is working and what is not
  • To increase your budget to get more traffic
  • To advertise internationally more easily

Search engines see the content on a website as written code. How can you help search engines identify the images on your website?

  • Place them well within your text
  • Make them eye-catching
  • Put branding on them
  • Give them descriptive names

When looking to increase the presence of a website, putting together your search engine optimisation plan will help you plan your steps. Which activity would be first on the list?

  • Choosing what images to put on your website
  • Reserving all the social profiles that you will be using for the business
  • Finding people who will link back to your website
  • Keyword Research

When optimising a website for search, what impact do meta and title tags have on the search engine?

  • They are hidden messages that have no bearing on search engines
  • They are the on-page content that appears on your homepage, telling search engines what you do
  • They are automatically generated and help websites rank within search engines
  • They are embedded messages that help the search engine determine what’s on the page

When advertising on search engines, if you bid the same as your competitor, having a higher quality score will mean you appear where in comparison?

  • Alongside them
  • Below them
  • On the next page after them
  • Above them

When advertising using Search Engine Marketing (SEM), you only pay…

  • when your ad appears within the search results
  • when a conversion happens on your website
  • when your ad is clicked by someone
  • when someone stays on your website for more than 2 minutes

What can you achieve if you divide your search engine marketing account into relevant campaigns and ad groups?

  • Drive more traffic to your website
  • Target more people in different areas of the world
  • Ensure people see relevant ads that relate to their search query
  • Stop using negative keywords

What is the most important thing to consider when optimising a search engine marketing campaign?

  • Increasing the bid for the keywords you are targeting
  • Increasing the relevance of the keywords, ads, and landing page
  • Adding lots of keywords to the campaign to get more traffic
  • Continually changing the ad copy

What’s the first step in the search engine optimisation process for your website?

  • Off-site optimisation
  • Keyword research
  • Writing fresh content
  • Setting an ad budget

When ranking websites on search engine results pages, which element of a website do search engines value the most?

  • How long the content on the page is
  • If you mention keywords over 50 times in a short piece of content
  • Unique, engaging, relevant content
  • Where you are in the world when adding content to your site

A lot of factors can affect how well a website will rank on search engines. What role does metadata have in this process?

  • Helps your website stand out from the competition
  • Allows you to input lots of keywords so that you appear for all of them
  • Provides search engines with more consistent and clear information about what’s on the website
  • Allows you to place sales promotion offers within the search results

Which of the following is a benefit of Search Engine Marketing (SEM)?

  • Reach out to potential customers actively looking for your product or service
  • Create different types of ad formats to show to potential customers
  • Target people based on their interests and habits
  • SEM is a lot cheaper than any other advertising medium

If you want to track a completed order in your website, what would be a proper place to add the conversion tracking code?

  • Website’s homepage
  • Order confirmation page
  • Order form page
  • Contact us page

Fill the blank: When optimising SEM campaigns, negative keywords _________ your ads from appearing when people search for things that aren’t relevant to your business.

  • prevent
  • secure
  • increase the chance of
  • decrease the chance of

Fill the blank: ‘Search engines _________ the internet to discover content.’

  • indexc
  • crawl
  • investigate
  • rank

What are three key considerations when evaluating keywords for search engine optimisation?

  • Competition, cohesiveness, relevance
  • Frequency, competition, relevance
  • Relevance, cohesiveness, execution
  • Frequency, execution, relevance

We use them every day, but what is the overall purpose of a search engine?

  • To position websites based on how popular they are
  • To display websites in a random order to increase site traffic
  • To ensure every business gets an equal number of site visits
  • To help the user find the most relevant answer to their query

Which search query would trigger an ad based on this keyword: [London portrait photographer]?

  • Portrait photographer London
  • London photographer
  • London portrait photographer
  • Photographers in London

Google Search Console “Crawl” reports let you monitor…?

  • If potential customers can access your web pages
  • If Google can view your web pages
  • How people interacts with your website
  • What information Google records about your site

To improve your website’s SEO performance, when should you consider updating your SEO plan?

  • When you write a new blog post
  • When you have a sale or promotion
  • When you add a new service or product
  • When you employ new staff

When trying to promote your business locally, what three key bits of information should be present in your directory listing?

  • Business name, address, phone number
  • Personal name, business name, postcode
  • Name, PO box, freephone number
  • Business name, CEO, company registration number

Fill the blank: When it comes to promoting a business locally, search engines can _______ your business in the search results page if the user is near your location.

  • prioritise
  • highlight
  • hide
  • promote

Using social media for business purposes can be very different to running personal profiles. If you’re looking to attract people to your social network, what tone of voice should you consider?

  • Stern & Serious
  • Serious & Honest
  • Fun & Inviting
  • Engaging & Inviting

When it comes to knowing which social media platforms to focus your efforts on, how can you work out which one will work best for you?

  • Compare follower numbers across platforms
  • Use online analytics tools to measure engagement
  • See what competitor businesses are using
  • Ask friends and family which platforms they use

Mobile apps are a great tool to engage with customers on the go. What is one of the major benefits of a mobile app over a website?

  • Apps allow you to send push notifications
  • Apps are easy to access on the app store
  • Apps generally work on more mobile devices
  • Apps allow you to collate more data on your customers

When looking to create video content for your marketing strategy, what three best practices should you look to include?

  • Short, technical, include a call to action
  • Relevant, short, entertaining
  • Short, entertaining, include a call to action
  • Short, relevant, include a call to action

Fill in the blank: When search engines use factors like geolocation, IP address and location based search terms to produce geographically tailored results, this is called ________.

  • Local Search
  • Geo search
  • Mobile search
  • Organic search

Why is it important to reach customers on their mobiles when advertising locally?

  • People use their phones while they are on the go
  • Ads are smaller in mobile devices and therefore cheaper
  • People prefer to receive adverts on their mobile
  • Everyone has a mobile phone

When looking to promote a business on social media, what is a good way to grow your social media following or engagement quickly?

  • Paid advertising
  • Pay for followers
  • Follow all of your competitors’ followers
  • Overuse hashtags

When building a website for a business, what type of design should it have in order to be “mobile friendly”?

  • A scaled design
  • A visual design
  • A responsive design
  • An integrated design

When designing mobile advertising campaigns, what is a best practice to identify which keywords to target?

  • Ask your audience what they search for when looking for similar products
  • Use the Google Keyword research tool or Bing Keyword research tool
  • Use a tool to harvest the keywords your competitors are using
  • Use all the usual keywords from your website in your advertising account

“Because online attention spans are shorter, a great hook or opening sentence is important to draw people in.” What is this a best practice example of?

  • Writing engaging online copy
  • Keeping the target audience in mind
  • Understanding the user journey
  • Being consistent in your approach to copy

Why is social media a great tool for your business to build trust and engagement with your audience?

  • You can share offers and discounts exclusively to your following
  • You can share blogs from other businesses to cover more than what you do
  • You can share honest reviews about your product or service
  • You can connect with customers at any time of the day

What type of tool can be used to monitor and evaluate your social media audience’s actions on your website?

  • Content scheduling tools
  • Audience profiling tools
  • Social media analytic tools
  • Website analytic tools

Which of the following is a core benefit that content marketing can bring to a business’s online presence?

  • It can improve sales by directing more traffic to your website
  • It can enable a business to create a bank of content, which can be reused to create ads
  • It helps a company identify its biggest competitors
  • It provides you with another channel to push sales and promotional messages to
  • customers on a regular basis

When looking to get noticed locally online, what information should you ensure is on your website as a minimum?

  • Your social media links
  • An interactive map
  • Your physical location details
  • Business registration number

When looking to promote your products and services locally, what are the benefits of using search engine ads?

  • Everyone uses search engines
  • You can target ads to a specific geographic area
  • You can target ads to specific genders
  • Search ads are cheaper than display adverts

When it comes to mobile, how would you define usability?

  • The visitor’s time navigating your site
  • The visitor’s experience on your site
  • The visitor’s general time on your site
  • The vistior’s purpose when on your site

Which of the following actions would be most effective for a business to take in order to help them progress towards achieving their content marketing goals?

  • Personalising content to make each customer feel important, taking into account available data about each individual customer.
  • Reducing the number of channels used for content marketing to only those channels with the highest referral numbers, thus saving money
  • Identifying audiences who view their content, and ensuring those specific audiences get targeted in the future, with the aim of increasing sales
  • Refining their content marketing strategy as they go, taking into account available data and metrics

With more and more users using mobile to look at websites, it is key that you optimise your site so users can find it when searching online. Which two elements should you look to optimise for improved SEO performance?

  • Site speed and usability
  • Keywords and metadata
  • Image size and navigation
  • Site speed and visual appearance

Mobile advertising is a great tool for marketers, but all that good work could be undone if your website isn’t what?

  • Optimised for different devices
  • Visually engaging
  • Full of relevant information
  • Text heavy

Which of the following tools could be used to gain an insight into the phrases and questions people search for about a given subject online?

  • Answer The Public
  • Google Ads Editor
  • Facebook business manager
  • EM Rush

Digital marketing isn’t just about selling your products internationally. It can be used to great effect for local businesses. What do we mean by ‘local businesses’?

  • A business that operates from a specific geographic location
  • A business that is within a 5km radius from the customer
  • A business that has existed within a community for more than 5 years
  • A business that only provides a service based product

Which of the following would be described as a good business goal to set for your social media campaigns?

  • Increase staff morale
  • Increase audience engagement
  • Increase customer satisfaction
  • Increase overall profit

When looking to advertise your business to mobile users, social media advertising can be really effective because…

  • it allows you to target people who have ad blockers enabled
  • it can be seen by people who aren’t logged into their accounts
  • it allows you to target people based on their likes and interests
  • it doesn’t cost too much to spread your ads far

There are lots of social media platforms out there, but what is a benefit of using smaller, more niche social media platforms for your business?

  • People on niche platforms are more likely to engage with you
  • Your content will be put in front of specific audiences
  • Your content will be seen by a mix of different people, gaining more views and likes
  • It enhances your brand to be seen on more specific social media platforms

What are the benefits of using social media when looking to advertise your business locally?

  • People trust local businesses on social media
  • You can target ads to a specific local audience
  • You can make video ads promoting the area
  • People use social media more than they use search engines

Local directories are a great tool for getting noticed locally online. What would be the first step in using a directory?

  • Research competitors
  • Create a listing
  • Create an ad
  • Post a link

Building a plan will help you to focus your efforts when using social media. What should you consider when making your social media plan?

  • Your audience’s data
  • Your audience’s interests
  • You audience’s available income
  • Your audience’s offline behaviour

When looking at your email marketing metrics, Click Through Rate (or CTR) highlights which of the following insights?

  • % of people that made a purchase after receiving the email
  • % of people that opened the email out of the total recipients
  • % of people who clicked on a link in the email out of the total recipients
  • % of people who were sent the email against the total number of conversions made

When advertisers run online ads that typically include an image for people to click on, it’s called…

  • Search Engine Optimisation
  • Banner advertising
  • Display advertising
  • Webpage advertising

Which form of targeting would you use to display ads to people who have previously visited your website?

  • Search advertising
  • Reacquiring
  • Readvertising
  • Retargeting

Which of the following is the most accurate analogy for a display advertising network?

  • A targeting option for publishers
  • A marketplace between online publishers and advertisers
  • A payments system for online ad campaigns
  • A targeting option for advertisers

When creating video marketing content on a budget, what is the first thing you should consider doing?

  • Shooting as much as you can and culling it later
  • Finding editing software
  • Finding equipment to use
  • Planning your content

Which of the following is a key strategy for distributing your video content?

  • Share videos across all of your digital marketing tools
  • Pick one primary place to share your video content
  • Trust word-of-mouth to drive traffic to your videos
  • Send out a postcard to relevant mailing lists

What is one of the benefits of using templates for your email marketing campaigns?

  • You can reuse the same template
  • They are always free
  • You can duplicate the design of your website
  • Templates work better on mobile

Which of the following is a benefit of search advertising over display advertising?

  • Search ads are more likely to be clicked on
  • Search advertising is cheaper than display advertising
  • Search advertising allows ads to be created in multiple formats
  • Search advertising is shown to customers who are searching for your specific terms

Why is it important that you set goals when planning your display ad campaigns?

  • To help determine the best way to collate customer data
  • To help determine the performance and allow for optimisation
  • To help determine where your budget will be spent
  • To help determine the performance of your competition

If the analytics for your video campaign shows people are only watching the first few seconds of your video, what can you do to try and amend this?

  • Change the colours to be more eye-catching
  • Change how much your branding is shown in the video
  • Update the description to tell people more about the video
  • Delete the video and try again with edited content

When it comes to email marketing, what do we mean by the term A/B testing?

  • A/B testing means you can split your contacts alphabetically
  • A/B testing means you send the same email twice to the same people
  • A/B testing means splitting your audience and sending each of them a different variation of your email
  • A/B testing means it is spell checked and proofed, prior to hitting send

Which of the following is a benefit of display advertising over search advertising?

  • Display advertising is cheaper than search advertising
  • Appearing on relevant websites offering advertising space
  • Ads can appear at the top of search engine results pages
  • Display ads are more likely to be clicked on

What can you do to help your videos appear in search results?

  • Make the content really interesting
  • Give detailed descriptions of its content
  • Clearly brand your videos
  • Include calls to action within the videos

When planning your display advertising, what does the word ‘placement’ mean?

  • The exact location of your ad on a particular page of a website
  • The size and position of your ad
  • The exact location of your ad on search engine results pages
  • The position of text within your ad

When discussing display advertising, what is an ad network?

  • A way to get free traffic to your site
  • A directory of lots of websites that sell the same products as you do
  • An online store of images you can use within your content
  • A platform allowing the advertiser to advertise on websites within the network

When using display advertising, what could you include in an ad to achieve the goal of driving more sales?

  • Promotions and special offers
  • Personalised messages
  • Location specific information
  • Product shots and detailed information

Retargeting allows you to…

  • Target users, based on the specific actions they take on your site
  • Target people, based on their likes and interests
  • Appear higher within the search results
  • Target people before they come to your website

Which of the following factors can impact the open rate of your email campaigns?

  • The amount of links contained in the email
  • The number of images in your email
  • The opportunity for customers to opt-out
  • The subject line of the email

How can you attract social media users to share your video content online?

  • Tag them in posts
  • Use hashtags
  • Make them funny
  • Use subtitles

How can your business benefit from video without making one yourself?

  • Advertising on other people’s videos
  • Commenting on other people’s videos
  • Sharing other people’s videos
  • Interacting with other people’s videos

When using analytics programmes on your website, which of these do not fall under the category of a dimension?

  • The device users access the site with
  • The time a user spends on the site
  • The browser a user uses to visit the site
  • The geographical location of the user

In the world of analytics, tracking the type of device the user accessed your site by is considered which type of data?

  • Conversion
  • Dimension
  • Access
  • Metric
  • Organic keywords
  • Social media ads
  • Paid keywords
  • Directories

What do website analytics allow you to do?

  • Set up advertising accounts to drive continuous improvement
  • Understand users behaviour and improve the effectiveness of your digital marketing efforts
  • Interact with customers on your website to increase conversion
  • Predict your users next move based on previous data

Why should you avoid focusing on collecting as much data as possible?

  • Vast quantities of data will take a long time to process
  • Large amounts of data are harder to store online
  • The right information, at the right time, is more valuable
  • Spreadsheets have a limit on the amount of information they can store

How is a spreadsheet defined?

  • An interactive computer application for the organisation, analysis and storage of data
  • A static collection of related data tables that can be queried to locate specific fields
  • A tool for storing large amounts of numerical data, but not text-based data
  • A digital balance sheet to keep track of financial transactions

When using analytics on your website, what do we mean by the term ‘conversion’?

  • The act of a user coming from a certain geographical location
  • The act of a user spending a certain amount of time on the site
  • The act of a user meeting a specific metric
  • The act of a user completing a goal

When it comes to web analytics, what insights can you gather using analytics tools?

  • What websites users visit after leaving your website
  • How you currently rank in search engines
  • How people interact with your website
  • How people interact with your competitors’ websites

When using web-based analytics tools, by segmenting the data you will be able to achieve which of the following?

  • Bid higher within your SEM advertising account
  • Find insights that can help you identify where to make improvements
  • Build better social media profiles
  • Run advertising in other countries around the world

When creating a presentation based on lots of data, what principle should you bear in mind?

  • Show all the information available, to give your audience as much context as possible
  • Tailor your approach to your audience in order to tell a better story
  • Stick to visual graphics only, as everyone will prefer this presentation format over tables and text
  • Present all information in the same way because everyone interprets things similarly

How do you handle data in analytics to gain greater insights into our audience’s behaviour?

  • Partition
  • Sample
  • Segment
  • Extract

What is the benefit of using digital data?

  • It can help you make informed decisions and improve online performance
  • Digital data is always 100% accurate
  • Digital data allows you to save money on offline analytics
  • Using digital data allows you to automatically reach more customers

When using analytics programmes on your website, which of these do not fall under the category of a metric?

  • Browser users use to access your site
  • Unique visitors to your site
  • Time users spend on your site
  • Number of pages viewed per visit

In the world of analytics, the time the user spent on your site is considered which type of data?

  • Conversion
  • Clocking
  • Metric
  • Dimension

Which of these is not a benefit for businesses using fully integrated e-commerce platforms?

  • Stock control
  • Integrated invoicing
  • The ability to track shipping
  • Automated complaints process system

When building your online product store, to make it as effective as possible you should look to optimise the performance by using images in what kind of way?

  • Use images direct from the internet to ensure accurate file size
  • Use images direct from the original manufacturer
  • Ensure images are of a high quality
  • Use detailed descriptions instead of images to help search engines

Fill in the blank: When you are considering the layout of the product pages, it is important to put them in ________ order?

  • price
  • hierarchical
  • a constantly changing
  • alphabetical

Analytics can help optimise your website for which of the following?

  • For different devices, navigation & search
  • For different devices & social media profiles
  • For email templates & social media profiles
  • For navigation, search & video campaigns

If a user abandons their shopping cart without making a purchase, one way to bring them back to complete the purchase is?

  • SEM advertising
  • Social advertising
  • Retargeting
  • Email campaigns

When trying to increase the product sales on your website, one way to achieve this is to ________ ?

  • send multiple follow up emails once a purchase has been made
  • show them remarketing ads with a variety of products
  • provide the customer with relevant suggested purchases
  • include a pop up on your website that they have to action before continuing

When looking to introduce e-commerce functions to your website, which of the following would be the best first step?

  • Build an online store with an integrated payment system
  • Set up a web-based money transfer software like PayPal
  • Invest in a new website platform
  • Use other platforms such as eBay or Etsy

If you are looking to expand your company’s presence online internationally, which of the following should you consider with regards to your online content?

  • Translated by an automated tool only
  • Translated but also locally adapted for the audience
  • Translated into the native language
  • Left the same, and not translated

Fill the blanks: When advertising internationally, you should make your business ______ to the new market, consider the ______ and any possible ______ implications.

  • accessible | supply chain | legal
  • affordable | supply chain | language
  • exciting | customers needs | currency
  • affordable | customer needs | legal

Fill in the blank: When considering expanding a business internationally, the best place to start is to?

  • use online tools to help you understand where there’s a strong demand for your products
  • move the whole business to that country
  • replicate your current business in as many countries as possible
  • buy new domains for the country

When looking to expand your business internationally on social media, what should you do first?

  • Treat all social media channels the same
  • Use popular phrases and memes for that area
  • Analyse platforms popular in that area
  • Not advertise at all, as other countries don’t like social advertising

Fill the blank: In the world of display advertising, remarketing is a way to _____.

  • pay less per click than standard SEM ads
  • show ads to people before they visit your website
  • show ads to people after they visit your website
  • display a pop up on your website when people visit it

What’s the biggest challenge for most businesses when going online?

  • Planning a budget
  • Developing a plan
  • Optimising a website
  • Defining a customer base

How can businesses benefit from using analytics on their website?

  • It will show you where your audience comes from
  • It will list which pages your audience does not like
  • It will show where your customers go after they’ve left your site
  • It will show you why your audience visit your site

Website hosting servers have their own unique IP address, what does this address consist of?

  • Numbers and letters
  • Numbers
  • Letters
  • Letters and symbols

Web analytics can tell you many things about your online performance, but what can analytics tools not tell you?

  • What your customers are doing on your website
  • Where your customers have come from before visiting your website
  • Where your customers go after leaving your website
  • What your customers are looking for on your website

Where does the domain name of a website primarily sit?

  • In the URL
  • In the coding of your header image
  • In your navigation menu
  • In your logo’s hyperlink

Websites are hosted on a server and each of these servers has its own unique IP address. What does the ‘IP’ stand for?

  • Internet Position
  • Internet Placement
  • Internet Privatisation
  • Internet Protocol