Answers: Digital Marketing Fundamentals Certification (Grow with Google)

By Laurynas Brazys · 2 August 2023 · #google #answers #downloads

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

Despite his digital presence, the number of hits on Hamish’s website is still low. He’d like to use analytics to find out more about how customers are interacting with his site. What can he learn from analytics? Select the ways you think analytics can help business owners. Show which pages of a website are most popular.

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

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

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

True
False

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

True
False

Encourage others to write about his website

True
False

Add lots of links to the website

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

Which of the following is a good way to get other websites to link to your site?

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

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

Portrait

True
False

Landscape

True
False

Family photo

True
False

Watercolour

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

Which of the following is an example of a local search?

“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

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

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

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

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

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

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

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

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)

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

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 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

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

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

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.

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

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

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

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

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)

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

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

Amelia is a marketing assistant at a big clothing brand, and has just sent out her first email marketing campaign. She takes a look at the Click Through Rate, to understand how many people clicked on a link in the email in order to land on her website. She takes a look at the Click Through Rate, to understand how many people clicked on a link in the email in order to land on her website.

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

Cinema-goers

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

Colin distributes a popular movie review podcast called ‘Film Talk’ from his website. He wants to use display advertising to attract new visitors to his site. Take a look at the three adverts. Pick the one you think will draw the most visitors.

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

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

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

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

Use a title and keywords that the target audience will use to search

True
False

True
False

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

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

Metric
Conversion
Dimension

“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”

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

Number of people clicking on the links in her newsletters

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

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)

True
False

True
False

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

Search trends by location

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

Portugal seems like a good market for Matt to move into. He’s looked into the legal requirements of trading records in Portugal and is pleased to find there aren’t any. But what other financial or regulatory requirements should he check?

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

Gaining backlinks to your website is a great way to improve the SEO performance. What best practice will encourage people to link back to your site?

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

There are many ways you can improve the performance of a website from an SEO perspective. When it comes to link building, which of the following statements is accurate?

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

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

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

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

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

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

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

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

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

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

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

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

Fill the blank: When you link Google Ads with Google Analytics you are able to understand which ______ are driving performance.

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

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

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