Digital Marketing Certification Course Exam Questions & Answers (DMCCEQA)

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Fundamentals of Digital Marketing Answers – Google Digital Garage Exam – Digital Skills – Digital Unlocked 2022

Fundamentals of Digital Marketing Answers - Google Digital Garage Exam - Digital Skills - Digital Unlocked

A robust social media plan includes which of the following?

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

Correct Answer:

  • A long-term schedule identifying when to post content

Addie Is Drafting A Description For The About Us Page Of Her Bakery Website. Which Do You Think Works Best?

  1. Our business is driven by your vision and objective – to commit to sustainable, local produce that engages with and builds community spirit.
  2. 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.
  3. We are the best bakers in town. Just like that!

Correct Answer:

  • 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.

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?

Q.1 – An IP address is made up of a string of numbers that can be located by any device connected to the internet.

  1. True
  2. False

Q.2 – A browser figures out where online content is hosted and displays it to the user.

  1. True
  2. False

Q.3 – Every website is hosted on a server.

  1. True
  2. False

Q.4 – When users navigate to a website it is known as ‘hosting’.

  1. True
  2. False

Addie Owns The Knead To Know Bakery And Has Decided To Open A Website. But first She Needs To Choose A Domain Name. Take A Look At Her Ideas And Select The Best Domain Name By Crossing Off The Rest.

  1. www.knead2know.com
  2. www.kneadtoknowbakery.com
  3. www.Addies.com
  4. www.i-knead-it.org
  5. www.mybakery.com

Correct Answer:

  • www.knead2know.com
  • www.Addies.com
  • www.i-knead-it.org
  • www.mybakery.com

Addie Wants To Make Her Website Easy To Navigate. Which Of The Following Features Should Addie Include On Every Page Of Her Website?

  1. Side Menu
  2. About Us information
  3. Bakery logo leading to homepage
  4. Search field

Correct Answer:

  • Side Menu
  • Bakery logo leading to homepage
  • Search field

After A Lull In Sales, Mo Wants To Use A Social Media Campaign To Launch Some Of His New Plumbing Services. He Wants To Make Sure He’s Targeting The Right Audience. Which Parameters Should He Use To Decide Who To Target?

  1. Internet speed, age, interests, hair colour, location, job title
  2. Age, interests, location
  3. Marital status, gender, interests, age

Correct Answer:

  • Age, interests, location

Alex Is A Mechanic Who Owns A Small Garage. He’s Also A Keen Blogger, And Writes Great Posts About His Passion: Cars! He Thought His Blog Would Attract More Car Lovers To His Garage, But So Far His Blog Posts Are Not Very Popular And Are Rarely Shared On Social Media. He Has Researched How To Improve The Blog And Now Has A Number Of Actions He Can Take, But Is Unsure Which Should Come first. Can You Help Him By Arranging The Following Actions Into The Correct Order?

  1. find out who his audience is
  2. Segment his audience into groups
  3. Create specific content targeted to these audience profiles
  4. Publish the content and promote it to his audience

The correct order is:

  • find out who his audience is
  • Segment his audience into groups
  • Create specific content targeted to these audience profiles
  • Publish the content and promote it to his audience

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. What Is The Drawback Of This Metric?

  1. The reason for the rate being higher or lower is unknown
  2. The less people that open the email, the lower the rate
  3. It doesn’t track the number of bounces

Correct Answer:

  • The reason for the rate being higher or lower is unknown

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

  1. Previous and current customers
  2. Current and future customers
  3. Previous and future customers
  4. Offline and online customers

Correct Answer:

  • Previous and current customers

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?

Q.1 – Could it help her find cheaper suppliers?

  1. (A) True
  2. (B) False

Correct Answer:

  • (B) False

Q.2 – Could it help her develop a stronger brand identity?

  1. (A) True
  2. (B) False

Correct Answer:

  • (A) True

Q.3 – Could it help her understand her customers’ shopping preferences?

  1. (A) True
  2. (B) False

Correct Answer:

  • (B) False

Q.4 – Could it help her connect with the right audience?

  1. (A) True
  2. (B) False

Correct Answer:

  • (A) True

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.

Module 9 Lesson 3 fine-Tune With Keyword Match Types

  1. Photography, portraits
  2. Portrait photography studio
  3. Movie themed portrait photography
  4. film themed portrait photography, low cost

Correct Answer:

  • Photography, portraits
  • Portrait photography studio
  • Movie themed portrait photography
  • film themed portrait photography, low cost

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:

Module 9 Lesson 1 Achieve Relevance With Good Structure

Wedding photography
Capture your special day with beautiful photographs
Call to book your date now!

Question – Can you help Anna by eliminating the keywords that wouldn’t be relevant to her ad?

  1. Bridal party photos
  2. Candid wedding photos
  3. Baby photoshoot
  4. Newborn baby photography
  5. Professional website photos

Correct Answer:

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

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

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

Correct Answer:

  • The site works on different mobile devices

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

  1. Translation software
  2. Keyword planning tools
  3. Interviews with people from that country
  4. A range of search ads in different countries

Correct Answer:

  • Keyword planning tools

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?

Module 4 Lesson 4 How To Stand Out From The Competition

  1. Hire a financial Planner
  2. Identify a USP
  3. Ship to new countries
  4. Build a SWOT analysis
  5. Distribute feedback forms to suppliers
  6. Review competitor websites

Correct Answer:

  • Identify a USP
  • Build a SWOT analysis
  • Review competitor websites

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?

Module 23 Lesson 1 Using Data To Understand Audiences

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

Correct Answer:

  • Data can be accessed and analysed in real time
  • Data helps you make informed decisions

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?

Module 18 Lesson 1 What Is Display Advertising?

  1. A forum for movie fans
  2. film production agency
  3. An offline business directory
  4. A network that matches businesses with ad space to sell

Correct Answer:

  • A forum for movie fans
  • A network that matches businesses with ad space to sell

Colin Has Created His first Video Ad, And Identified Quite A Few film-Related Websites Where He’d Like To Display It. What One Solution Will Allow Colin To Easily Place His Ad On As Many Relevant Websites As Possible?

Module 19 Lesson 2 Understanding Ad Networks

  1. Tweet the video link to his friends
  2. Email website owners to ask if they will feature his video
  3. Use an ad network such as Google Display Network
  4. Share the video on his Facebook page

Correct Answer:

  • Use an ad network such as Google Display Network

Colin Is Getting A Lot Of Traffic To His Podcast Website, But Not Many Subscribers. He Has Budget To Design Three Display Ads To Encourage People Back To His Website To Subscribe. Colin Came Up With A List Of Target Groups That He’d Like Reach With His Ads. Help Him To Cross Off The Two Least Useful Target Groups From His List.

Module 19 Lesson 3 How Retargeting Works

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

Correct Answer:

  • People who search for TV-related podcasts
  • Commentators on film forums

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. Considering He Has A Limited Budget, Which Of The Website Pages Would Not Be Ideal For His Digital Ads?

Module 18 Lesson 3 The Ins And Outs Of Display Advertising

  1. filmography page of the director
  2. His friend’s culinary blog
  3. Cinema listings
  4. Local news website

Correct Answer:

  • His friend’s culinary blog
  • Local news website

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.

Module 2 Lesson 4 Analyse And Adapt

(1) Show which pages of a website are popular.

  1. Yes
  2. No

(2) Log which items of the website are clicked on.

  1. Yes
  2. No

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

  1. Yes
  2. No

(4) Identify where in the world visitors are logging on from.

  1. Yes
  2. No

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?

Module 1 Lesson 1 Intro To The Digital Garage

  1. finding lots of new customers – everyone’s online these days
  2. Selling your products or services straight from your website or app
  3. Delivering targeted advertising to customers
  4. Saving money on your heating bills
  5. Learning more about what your customers love
  6. Using analytics to power your online sales

Correct Answer:

  • 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
  • Learning more about what your customers love
  • Using analytics to power your online sales

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?

Module 7 Lesson 1 Making Your Web Pages Search Friendly

Q.1 – Click to Select Title

  1. Blake’s Produce: Fresh Fruit and Vegetables
  2. Blake’s Produce
  3. Blake’s Produce: Local to you

Correct Answer:

  • Blake’s Produce: Fresh Fruit and Vegetables

Q.2 – Click to select meta description

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

Correct Answer:

  • Fresh fruit and vegetables grown locally and delivered straight to your door

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?

Module 6 Lesson 5 Setting Realistic SEO Goals

  1. Where website visitors are located
  2. Which website visitors turn into paying customers
  3. What content visitors interact with
  4. Whether customers enjoy the fruit and veg they buy

Correct Answer:

  • Where website visitors are located
  • Which website visitors turn into paying customers
  • What content visitors interact with

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?

Module 6 Lesson 2 The Importance Of An SEO Plan

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

The correct order is

  • Do Keyword research
  • See where I appear in search results for specific keywords
  • Look for gaps in my SEO performance
  • Review results and adjust plan.

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?

Module 6 Lesson 4 How To Choose Keywords

  1. Maris piper potatoes
  2. Potato, potatoes, farm potatoes, organic potatoes
  3. Buy organic potatoes from a family farm

Correct Answer:

  • Buy organic potatoes from a family farm

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?

Module 7 Lesson 2 How Other Websites Can Work For You

  1. Write recipes that use vegetables that he sells
  2. Get lots of likes or followers on social media
  3. Encourage others to write about his website
  4. Add lots of links to the website

Correct Answer:

  • Write recipes that use vegetables that he sells
  • Encourage others to write about his website

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. What advice should he not take?

Module 6 Lesson 3 The SEO Process

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

Correct Answer:

  • Contract an agency offering top organic search positions
  • Don’t change your keywords as it confuses search engines

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.

Module 7 Lesson 3 Cross Borders With SEO

  1. Separating out each language into different pages
  2. Having different languages on the same page
  3. Adding language annotations to his webpage
  4. Using automated services to translate content

Correct Answer:

  • Having different languages on the same page
  • Using automated services to translate content

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?

Module 11 Lesson 1 Using Digital To Advertise Locally

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

Correct Answer:

  • 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

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?

Module 11 Lesson 2 Reaching Locals On Their Mobiles

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

Correct Answer:

  • Notify people of promotional events like a free tune-up
  • Send personalised coupons to repeat customers
  • Let customers schedule appointments for repairs

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

  1. Hyperlink
  2. Return link
  3. Menu bar
  4. Breadcrumb

Correct Answer:

  • Hyperlink

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

  1. An agency, professional crew and equipment
  2. Creativity, lots of experience and a large budget
  3. Creativity, planning and any budget
  4. Creativity, planning and high-quality equipment

Correct Answer:

  • Creativity, planning and any budget

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

  1. The biggest reputation
  2. The most expected engagement
  3. A relevant audience
  4. The most users

Correct Answer:

  • A relevant audience

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

  1. Try a different search engine
  2. Tweak the ad’s copy and analyse the results
  3. Hire a professional ad agency
  4. Delete the ad and try again

Correct Answer:

  • Tweak the ad’s copy and analyse the results

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

  1. Long-hair keywords
  2. Long-tail keywords
  3. High-relevance keywords
  4. Top-tail keywords

Correct Answer:

  • Long-tail keywords

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

  1. Organic search results
  2. The search results page
  3. Business directories
  4. Display advertising networks

Correct Answer:

  • The search results page

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

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

Correct Answer:

  • What time of day your website gets the most traffic

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.

Module 2 Lesson 2 Building Your Online Presence

Q.1 – Gather Customer Feedback

  1. An Online Gallery
  2. Email Survey
  3. A map
  4. Social Media Page

Correct Answer:

  • Email Survey

Q.2 – Tell customers about the extended opening hours

  1. An Online Gallery
  2. Email Survey
  3. A map
  4. Social Media Page

Correct Answer:

  • Social Media Page

Q.3 – Show customers Hamish’s latest hair looks

  1. An Online Gallery
  2. Email Survey
  3. A map
  4. Social Media Page

Correct Answer:

  • An Online Gallery

Q.4 – Help local customers find the new salon

  1. An Online Gallery
  2. Email Survey
  3. A map
  4. Social Media Page

Correct Answer:

  • A map

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?

Module 2 Lesson 1 Your Online Goals

  1. Attract new customers
  2. Gather customer feedback
  3. Source new hair colouring products
  4. Advertise extended opening hours

Correct Answer:

  • Attract new customers
  • Gather customer feedback
  • Advertise extended opening hours

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?

Module 2 Lesson 3 Marketing Your Online Presence

  1. Buy ad space on a search results page
  2. Bid for keywords to display your content in search engines
  3. Tag keywords within your website content
  4. Optimise your website’s design

Correct Answer:

  • Buy ad space on a search results page
  • Bid for keywords to display your content in search engines

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

  1. Translate your website into at least two more languages
  2. Offer free phone support during business hours
  3. Ensure you have good analytics on your website
  4. Make sure your phone number, address and business hours are easy to find

Correct Answer:

  • Make sure your phone number, address and business hours are easy to find

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

  1. This isn’t possible
  2. Advertise on other people’s videos
  3. Use images with a call to action instead
  4. Share other people’s videos

Correct Answer:

  • Advertise on other people’s videos

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

  1. Retargeting with a display ad encouraging newsletter sign-up
  2. Redesigning your website
  3. Creating a Facebook page for your business
  4. Retargeting with a display ad that has a discount coupon

Correct Answer:

  • Retargeting with a display ad that has a discount coupon

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

  1. Redesign your website
  2. Change the colour of the buttons inside your email
  3. Send your emails to more contacts
  4. Adjust the subject line of your email

Correct Answer:

  • Adjust the subject line of your email

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

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

Correct Answer:

  • People who haven’t read your blog before but are interested in your subject

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?

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

Correct Answer:

  • How many people visiting your site book a room with you

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

  1. Bid
  2. Relevance
  3. Wit
  4. Length

Correct Answer:

  • Relevance

In what way can display advertising be effective?

  1. It guarantees more visitors to your site
  2. It guarantees increased sales
  3. It drives traffic to your website
  4. It improves your ranking in search engines

Correct Answer:

  • It drives traffic to your website

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?

Module 16 Lesson 3 Choosing The Right Format For Your Content

  1. List of the top 10 sports equipment outlets/shops
  2. A competition inviting customers to submit photos of themselves wearing fitstuff gear, with store gift vouchers up for grabs as prizes
  3. 10% discount vouchers for all new customers
  4. A blog about the store’s recycling scheme for old trainers

Correct Answer:

  • A competition inviting customers to submit photos of themselves wearing fitstuff gear, with store gift vouchers up for grabs as prizes

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 My Business. Help Jim Create His Listing By Choosing The Minimum Information He Should Add.

Module 10 Lesson 2 The Power Of Local Directories

  1. Jim’s Bikes
  2. 10 Bird Way, Cowseld, West Sussex, RH11 5XN
  3. Phone number 01269 559632
  4. Open 9–5 Mon–Sat
  5. Image of a bike

Correct Answer:

  • Jim’s Bikes
  • 10 Bird Way, Cowseld, West Sussex, RH11 5XN
  • Phone number 01269 559632
  • Open 9–5 Mon–Sat

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?

Module 25 Lesson 3 Retargeting For E-Commerce

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

Correct Answer:

  • Conversion rates
  • Number of people clicking on each ad type

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.

Module 23 Lesson 2 Understanding The Data Cycle

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

The correct order for the steps to follow is:

  • Identify the goals of the campaign and plan the next actions to take
  • Collect the relevant data
  • Check and investigate the findings
  • Take action to test the hypothesis

Jo Owns A Furniture Shop, And She’s Just Started Using The Internet To Boost Sales. She Has Some Ideas On What To Do To Sell Products On Her Website. Help Jo Decide On One Idea And Cross Off The Rest.

Module 24 Lesson 1 Using E-Commerce To Sell

  1. Publish her inventory on a third party site
  2. A forum to get feedback on her services
  3. Use a money transfer provider to take customer payments online

Correct Answer:

  • Publish her inventory on a third party site
  • A forum to get feedback on her services

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?

Module 24 Lesson 2 Taking Payments And Manage Orders

(1) Order management via a backend system

  1. Yes
  2. No

Correct Answer:

  • Yes

(2) Customer reviews pane

  1. Yes
  2. No

Correct Answer:

  • Yes

(3) Products browser

  1. Yes
  2. No

Correct Answer:

  • Yes

(4) Over-the-phone payments via a web-based calling system

  1. Yes
  2. No

Correct Answer:

  • No

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?

Module 25 Lesson 1 Creating A Smooth E-Commerce Experience

(1) Customers access the shop a lot on mobile

  1. Add customer reviews
  2. Create registration for customer accounts
  3. Introduce responsive design
  4. Add a search feature

Correct Answer:

  • Introduce responsive design

(2) Customers want to find a specific product

  1. Add customer reviews
  2. Create registration for customer accounts
  3. Introduce responsive design
  4. Add a search feature

Correct Answer:

  • Add a search feature

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

  1. Add customer reviews
  2. Create registration for customer accounts
  3. Introduce responsive design
  4. Add a search feature

Correct Answer:

  • Add customer reviews

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

  1. Add customer reviews
  2. Create registration for customer accounts
  3. Introduce responsive design
  4. Add a search feature

Correct Answer:

  • Create registration for customer accounts

Josh, An Interior Designer, Has Decided To Create Blog Posts And Share Them On Social Media To Promote His New Business. He’s Made A List Of All Of The Things He Should Remember When Writing – However, Not All Points On His List Are Correct. Can You Help Him Identify The Points That Are Correct On This List?

Module 16 Lesson 4 Writing For Online Audiences

  1. Focus on your target audience
  2. Only write about the products or services you offer
  3. Be consistent in your writing style and tone of voice
  4. Add the hook to the end of your blog post
  5. The longer the post, the better

Correct Answer:

  • Focus on your target audience
  • Be consistent in your writing style and tone of voice

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?

Module 20 Lesson 1 The Rise Of Online Video

  1. Upload cooking videos to YouTube
  2. Advertise on other videos to promote his recipes
  3. Add video to his own website
  4. Advertise on online games
  5. Buy a TV commercial slot
  6. Share video on his social media pages

Correct Answer:

  • Upload cooking videos to YouTube
  • Advertise on other videos to promote his recipes
  • Add video to his own website
  • Share video on his social media pages

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.

Module 20 Lesson 6 Measuring Video Performance

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

Correct Answer:

  • Change his preview image and video title
  • Update the video description

Justin Is Uploading Some New Videos. What Can He Do To Increase The Chance Of Them Being Promoted And Shared?

Module 20 Lesson 4 Sharing And Promoting Your Videos

  1. Post it on his website as well as other sites
  2. Use a title and keywords that the target audience will use to search
  3. Have a call to action such as a ‘share’ option
  4. Add hashtags to your videos for social networking sites

Correct Answer:

  • Post it on his website as well as other sites
  • Use a title and keywords that the target audience will use to search
  • Have a call to action such as a ‘share’ option
  • Add hashtags to your videos for social networking sites

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?

Module 20 Lesson 5 Advertising On Video Sharing Sites

  1. Home Cooking
  2. TV Chefs
  3. Instructional Videos
  4. Cooking Videos
  5. Chefs
  6. TV Shows

Correct Answer:

  • Home Cooking
  • TV Chefs
  • Cooking Videos

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?

Module 20 Lesson 3 Creating Video Content Within Your Budget

  1. Plan the video release schedule
  2. Storyboard the video content
  3. Decide on a location and source props
  4. find a video crew and film the videos
  5. Edit then upload the videos

The correct order for his To-Do list is:

  • 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’s Created The Perfect Vegetarian Lasagne, And He Wants To Share His Recipe With The World. Can You Help Him Plan Where To Put A Promo Video So It Will Most Effectively Reach His Target Audience?

Module 20 Lesson 2 How Video fits Into Your Online Strategy

  1. In an email to his customers
  2. Cookery section of YouTube
  3. Websites selling speciality vegetarian ingredients
  4. Local directory listings

Correct Answer:

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

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?

Module 1 Lesson 2 Your Digital Opportunity

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

Correct Answer:

  • He’d be more visible to customers
  • He can target ads at local customers
  • It’s easier to communicate with customers
  • More insights into customers’ online behaviour

Lee Is Currently Trying To Promote A Free EBook Download On His Website. He Has Spent Time Creating Compelling Emails And Posting Updates On His Social Media Accounts. He Decides To Use Data To Work Out If Actionable Insights Can Improve The Success Of His Non-Paid Promotional Efforts.

Module 23 Lesson 3 Creating Actionable Insights From Your Data

Here are the highlights of the data that was gathered:

  • 75% of all eBook downloads came via his social media posts, 15% coming from his email newsletter and 10% via organic search traffic
  • Most eBook downloads occured between 5.00 p.m. and 7.00 p.m.
  • Facebook accounted for 65% of social media eBook downloads, LinkedIn made up another 25%, while other social media platforms delivered a total of 10%.

Using this information, what actionable insights could Lee come up with to improve the success of his promotional efforts going forward?

  1. Develop additional email marketing content, ensuring emails are delivered during the off-peak eBook download time.
  2. Post content across all social media channels during off peak eBook download time, and send email marketing content during peak eBook download time.
  3. Reduce his efforts on the email marketing campaign and expand on social media promotion, specifically on Facebook and LinkedIn.
  4. Schedule engaging Facebook posts to be published between 5.00 p.m. and 7.00 p.m.

Correct Answer:

  • Reduce his efforts on the email marketing campaign and expand on social media promotion, specifically on Facebook and LinkedIn.
  • Schedule engaging Facebook posts to be published between 5.00 p.m. and 7.00 p.m.

Lily Has Decided To Use Some Of Her Social Media Budget For Targeted Facebook Adverts. She’s Keen To Take Her Vintage Clothing Business Global And Wants To Reach A Wider Audience, So Which Groups Should Her Advertisements Be Targeted At?

Module 13 Lesson 2 Advertising On Social Media

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

Correct Answer:

  • Users who have posted about buying vintage clothes
  • Users who have ‘liked’ vintage clothing
  • Users who live in countries that she’d be happy to mail her products to

Lily Has Drafted A Number Of Different Posts For Her Social Media Accounts. Can You Match The Post To The Best Social Network For Each Of The Following Scenarios?

Module 12 Lesson 2 The Right Social Media Sites For You

Q.1 – Vintage Lily is looking for a carpenter to create a bespoke counter top for our vintage clothing shop; contact me for details

  1. Instagram
  2. LinkedIn
  3. Facebook

Correct Answer:

  • LinkedIn

Q.2 – Loving these recent photos of the new range by my fantastic photographer friend Rae

  1. Instagram
  2. LinkedIn
  3. Facebook

Correct Answer:

  • Instagram

Q.3 – So excited about our first ever after-hours vintage fashion show on Thursday at 7 p.m. – join us?

  1. Instagram
  2. LinkedIn
  3. Facebook

Correct Answer:

  • Facebook

Lily Has Had Fun Experimenting With The Various Social Media Networks But It’s Time To Get A Little More Serious. Which Of Lily’s Business Goals Can She Achieve With Social Media?

Module 12 Lesson 3 Setting Your Goals For Social Media

  1. Raise the profile of the business
  2. Keep expenditure within the stated budgets
  3. Attract new customers and grow the customer base
  4. Control the flow of stock
  5. Discuss new products with customers

Correct Answer:

  • Raise the profile of the business
  • Attract new customers and grow the customer base
  • Discuss new products with customers

Lily Is Keen To Use Analytics To Evaluate The Results Of Her Social Media Campaigns. Analytics Can Help With This Question. Can You Help Her By Crossing Off The Things That Analytics Won’t Be Able To Help Her With?

Module 13 Lesson 3 Measuring Success In Social Media

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

Correct Answer:

  • Schedule content to be posted automatically at specified times
  • Send custom posts to specific visitors

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?

Module 12 Lesson 4 Getting On Social Media

  1. A business email account
  2. Annual membership fee
  3. A company logo or photo
  4. Business description and contact details
  5. Number of employees in the business

Correct Answer:

  • Annual membership fee
  • Number of employees in the business

Lily Runs A Vintage Clothing Company. She’s Set Up An Instagram And A Facebook Page, And Has Gained Some Followers By Putting A Sign Up In Her Shop. What Can Lily Do To Keep These Followers And Encourage Others?

Module 12 Lesson 1 Social Media Basics

  1. Start a conversation with your followers
  2. Comment on all of your followers’ personal posts
  3. Delete all negative comments
  4. Post regularly
  5. Name and shame competitors

Correct Answer:

  • Start a conversation with your followers
  • Post regularly

Lily Runs A Vintage Clothing Shop And Wants To Engage More With Her Customers Online. She Currently Posts To Two Social Media Networks But Wants To Develop A Full Social Media Strategy. Review The Possible Options. Can You Place Them Into The Right Order, Starting With What Lily Should Do first?

Module 13 Lesson 1 Your Long-Term Social Media Plan

  1. Create a Social Media Plan
  2. Set up accounts on appropriate social media sites
  3. Sign up to a Social media management tool
  4. Create a list of posts to be automatically posted in the coming weeks

The correct order is:

  • Create a Social Media Plan
  • Set up accounts on appropriate social media sites
  • Sign up to a Social media management tool
  • Create a list of posts to be automatically posted in the coming weeks

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?

Module 13 Lesson 4 Avoiding Social Media Pitfalls

  1. “@sophie112 – We’ve never had our zips break before. Did you pull it too quickly?”
  2. “So sorry to hear that @sophie112 DM me so that we can get that dress fixed up as soon as possible.
  3. “@sophie112 That’s a shame, sometimes the zips just break.”

Correct Answer:

  • “So sorry to hear that @sophie112 DM me so that we can get that dress fixed up as soon as possible.

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?

Module 22 Lesson 2 Tools To Measure SEM

  1. Cosy guesthouse in Guildford town centre Get away from it all in a relaxed setting Book a room today! (478 clicks 6% conversion rate)
  2. Family friendly guesthouse Lots to do nearby Come and see what we have to offer! (830 clicks 2% conversion rate)
  3. Romantic guesthouse getaway in Guildford Plan a special trip with your loved one Book online now! (630 clicks 4% conversion rate)

Correct Answer:

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

Linda Runs A Guesthouse And Has Been Using Analytics To Gather Information About How People Interact With Her Website. She’s Recently Revamped Her Newsletter, And Has Made The Site Responsive To Appeal To Users On Mobile Devices. Which Elements Of The Analytics Should Linda Focus On To Measure The Effectiveness Of Her Changes?

Module 21 Lesson 3 Tracking Specific Goals With Web Analytics

  1. Number of visits to the site per month
  2. Number of site pages users explore on average
  3. Amount of time visitors spend on the site
  4. Number of people clicking on the links in her newsletters
  5. Percentage of orders made on smartphones and tablets

Correct Answer:

  • Number of people clicking on the links in her newsletters
  • Percentage of orders made on smartphones and tablets

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?

Module 21 Lesson 1 What Is Web Analytics?

(1) Time spent on site

  1. Metric
  2. Conversion
  3. Dimension

Correct Answer:

  • Metric

(2) Visitor’s device type

  1. Metric
  2. Conversion
  3. Dimension

Correct Answer:

  • Dimension

(3) Visitor’s location

  1. Metric
  2. Conversion
  3. Dimension

Correct Answer:

  • Dimension

(4) Signing up to the newsletter

  1. Metric
  2. Conversion
  3. Dimension

Correct Answer:

  • Conversion

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?

Module 22 Lesson 1 Web Analytics And Organic Search

  1. Which search engines visitors use
  2. How traffic is trending over time
  3. How relevant the content is for keywords
  4. How many visitors are using mobile devices

Correct Answer:

  • Which search engines visitors use
  • How traffic is trending over time
  • How many visitors are using mobile devices

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?

Module 22 Lesson 3 Breaking Down Your Data For Insights

  1. Devices used
  2. The visitor’s city
  3. The visitor’s country
  4. The number of clicks on a page

Correct Answer:

  • Devices used
  • The visitor’s city
  • The visitor’s country

Linda’s Analytics Data Shows People Unsubscribing From Her Newsletter After Two Weeks. These People Also Aren’t Booking Rooms At Her Guesthouse. Linda Gets Some Advice From Her Friends. Whose Advice Should She Take?

Module 21 Lesson 2 Making Web Analytics Work For You

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

Correct Answer:

  • “Review the content of the newsletters to check they’re suitable”
  • “Check you’re not sending too many newsletters”

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?

Module 16 Lesson 5 Help Your Content Be Seen

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

She should do things in the following order:

  • Consider all the channels available
  • Decide what content to create, and when, based on the target audience
  • Create content
  • Publish content
  • Promote content

Maria Has A Pet Shop In Bristol, And Is Writing Fun Blog Posts About Pets On Her Website, Which Are Also Being Promoted On Her Social Media Accounts. Her Goal Is To Try And Increase Product Sales Through Content Marketing Efforts. Which Metric Is The Most Relevant In Assessing Which Blog Posts Are Contributing To Increased Product Sales?

Module 16 Lesson 6 Measuring Your Success In Content Marketing

  1. How long users spend on each blog post
  2. Which websites are referring traffic to her blog
  3. The number of new subscribers to her email marketing list
  4. How many people click the “Buy Now” CTA at the end of each blog post

Correct Answer:

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

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?

Module 26 Lesson 2 Validating Your New Market

(1) High search traffic on vintage record terms from Portugal

  1. (A) Google Keyword Planner
  2. (B) Google Analytics
  3. (C) Google Market finder

Correct Answer:

  • (C) Google Market finder

(2) Low competition on search ads in Portugal

  1. (A) Google Keyword Planner
  2. (B) Google Analytics
  3. (C) Google Market finder

Correct Answer:

  • (A) Google Keyword Planner

(3) People in Portugal are looking at his website

  1. (A) Google Keyword Planner
  2. (B) Google Analytics
  3. (C) Google Market finder

Correct Answer:

  • (B) Google Analytics

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?

Module 26 Lesson 3 Being Understood Abroad

  1. Adjusting colloquialisms so they make sense in Portuguese
  2. Adding his UK office’s address to the main site
  3. Calculating prices of the products in local currency.
  4. Adjusting humourous product descriptions so they make sense in Portuguese

Correct Answer:

  • Adjusting colloquialisms so they make sense in Portuguese
  • Calculating prices of the products in local currency.
  • Adjusting humourous product descriptions so they make sense in Portuguese

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?

Module 26 Lesson 1 Introduction To International Marketing And Export

  1. Market insight tools
  2. Search trends by location
  3. Translation services

Correct Answer:

  • Market insight tools
  • Search trends by location

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?

Module 26 Lesson 4 Advertise Across Borders

  1. Advertise on Portuguese music websites
  2. Send English emails to current UK customers
  3. Use search ads driven by translated search terms
  4. Set up a Portuguese fanpage for his store

Correct Answer:

  • Advertise on Portuguese music websites
  • Use search ads driven by translated search terms
  • Set up a Portuguese fanpage for his store

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?

Module 26 Lesson 6 Helping Customers Abroad Buy Your Products

  1. Use an international payment system
  2. Research the Portuguese music scene
  3. Visit Portugal frequently
  4. Use an automated translation service
  5. Learn to speak Portuguese
  6. Check his site from an international point of view

Correct Answer:

  • Use an international payment system
  • Research the Portuguese music scene
  • 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?

Module 26 Lesson 7 Delivering To Customers Across The Globe

  1. Research label requirments for international shipping
  2. Set up a few Portuguese social media accounts
  3. Choose an international shipping partner
  4. Set up customer service for international orders

Correct Answer:

  • Set up a few Portuguese social media accounts

Michelle Has Created Some Adverts To Promote Her Wedding Photography Business In Cardiff. She Wants Her Adverts To Align With The Keywords ‘Wedding Photographer Cardiff Discount’, As She’s Offering 25% Off At The Moment. Can You Order The Following Advert Headings From Best To Worst In Terms Of How Well They Align With The Keywords?

Module 8 Lesson 2 The SEM Auction

  1. Cardiff wedding photographer – 25% discount
  2. Cardiff wedding photographer
  3. Discount wedding
  4. Wedding

The correct order is:

  • Cardiff wedding photographer – 25% discount
  • Cardiff wedding photographer
  • Discount wedding
  • Wedding

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?

Module 8 Lesson 4 Make Your Ads Stand Out

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

Correct Answer:

  • Cardiff Wedding Photography. Get 25% off your first order. Make your reservation now.

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?

Module 15 Lesson 1 Introduction For Advertising On Mobile

  1. Leaky Tap
  2. Blocked Sink
  3. How to fix a burst pipe in your bathroom
  4. Local plumber
  5. Pressure has failed in boiler, how can I fix it myself?
  6. Ubend fix
  7. Why is my dishwasher making a gurgling sound?

Correct Answer:

  • Leaky Tap
  • Blocked Sink
  • Local plumber
  • Ubend fix

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

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

Correct Answer:

  • Their location, type of device they’re using and pages visited

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?

Module 15 Lesson 2 Search Campaigns For Mobile

  1. Google Keyword Planner
  2. Google Analytics
  3. Hootsuite

Correct Answer:

  • Google Keyword Planner

Now That Phil Has Decided On A Responsive Website, He Needs To Select A Great Design. Have A Look At These Website Layouts. Which Do You Think Is Best Suited For Mobile?

Module 14 Lesson 2 Understanding Mobile Web And Mobile Apps

  1. Website A
  2. Website B
  3. Website C

Correct Answer:

  • Website A

Office Sets Are Steady Sellers For Jo. How Can She Suggest Office Furniture Items To Customers Who Might Not Have Considered Them Yet?

Module 25 Lesson 2 Product Promoting And Merchandising

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

Correct Answer:

  • Create a ‘Suggested products’ banner

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?

Module 4 Lesson 2 Taking A Business Online

Q.1 – He should focus on duplicating his successful offline marketing efforts to an online audience

  1. (A) True
  2. (B) False

Correct Answer:

  • (B) False

Q.2 – He should sell at a cheaper price on the website to attract more customers

  1. (A) True
  2. (B) False

Correct Answer:

  • (B) False

Q.3 – He should identify his various online and offline audiences, and how best to engage them

  1. (A) True
  2. (B) False

Correct Answer:

  • (A) True

Q.4 – He should consider paid online advertising as the sole means of promoting his business online

  1. (A) True
  2. (B) False

Correct Answer:

  • (B) False

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

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

Correct Answer:

  • Incorporate it within marketing materials across all channels to help raise customer awareness

Phil Has Limited Technical Knowledge But He Wants To Create An App To Simplify The Booking Process For His Customers. It’s Important To Select The Right Approach When Making An App. Which Of The Following Routes Would You Not Recommend To Phil?

Module 14 Lesson 3 Understanding Mobile Apps

  1. A professional app developer
  2. An online self-service tool
  3. Repurpose an existing app
  4. Make the app himself

Correct Answer:

  • Repurpose an existing app
  • Make the app himself

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.

Module 14 Lesson 1 The Evolution Of Mobile Devices

  1. Create a customised App
  2. Make his website responsive

Correct Answer:

  • Make his website responsive

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?

Module 26 Lesson 5 The Support Systems You Will Need

  1. Custom duties and tariffs
  2. Portuguese taxes
  3. Exchange rates
  4. National holidays
  5. Product safety requirements
  6. Insurance cover

Correct Answer:

  • Custom duties and tariffs
  • Portuguese taxes
  • Exchange rates
  • Product safety requirements
  • Insurance cover

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?

Module 4 Lesson 5 Using Goals To Improve Business Performance

  1. Ensure 80% of clients use the gym’s online system to book personal training appointments
  2. Increase how much money customers spend in the gym’s juice bar
  3. A score of 85% or more in the annual survey for the question ‘Would you recommend this gym to a friend?’
  4. Ensure 90% of new gym members book an induction session within the first two weeks of joining

Correct Answer:

  • A score of 85% or more in the annual survey for the question ‘Would you recommend this gym to a friend?’
  • Ensure 90% of new gym members book an induction session within the first two weeks of joining

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.

Module 4 Lesson 1 The Benefits Of An Online Strategy

Q.1 – What should his first step be?

  1. Define business goals
  2. Create an email template
  3. find an investor
  4. Ask the bank for advice

Correct Answer:

  • Define business goals

Q.2 – What should his second step be?

  1. Launch a blog
  2. Hire an assistant
  3. Design a logo
  4. Write a mission statement

Correct Answer:

  • Write a mission statement

Q.3 – What should his third step be?

  1. Launch an advertising campaign
  2. Identify his USP
  3. Launch a newsletter
  4. Hire an accountant

Correct Answer:

  • Identify his USP

Search engine marketing can also be called what?

  1. Pay-per-click advertising
  2. Organic advertising
  3. Search box marketing
  4. One-click advertising

Correct Answer:

  • Pay-per-click advertising

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.

Module 5 Lesson 5 Paid Search Explained

Q.1 – Seth’s adverts are shown to people who are already interested in his type of business.

  1. True
  2. False

Correct Answer:

  • True

Q.2 – Seth will only be charged for advertising when his ad appears in the search results.

  1. True
  2. False

Correct Answer:

  • False

Q.3 – The paid search results are given a more prominent position on the search results page.

  1. True
  2. False

Correct Answer:

  • True

Q.4 – Seth will be charged for advertising only when someone clicks on his ad.

  1. True
  2. False

Correct Answer:

  • True

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?

Module 5 Lesson 1 Search Engine Basics

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

Correct Answer:

  • Customers will see advertisements for Seth’s business whenever they use a search engine

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?

Module 5 Lesson 3 How Search Engines See The Web

  1. Image file names
  2. Page titles
  3. Keywords in the content
  4. Keyword meta tags

Correct Answer:

  • Image file names
  • Page titles
  • Keywords in the content

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?

Module 5 Lesson 2 How Search Engines Work

  1. Point out unique aspects of his business
  2. Write a blog to sing the praises of his Peruvian beans
  3. Make sure his shop appears on Google maps
  4. Paste in a product description of his Peruvian beans that he found on another website
  5. Try to get other coffee-enthusiasts to review his business/website

Correct Answer:

  • Point out unique aspects of his business
  • Write a blog to sing the praises of his Peruvian beans
  • Make sure his shop appears on Google maps
  • Try to get other coffee-enthusiasts to review his business/website

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?

Module 5 Lesson 6 Google Search Console

  1. It can help show whether he’s using proper keywords in his content
  2. It can recommend better page titles for Seth to use
  3. It can recommend content that will drive more traffic to his site

Correct Answer:

  • It can help show whether he’s using proper keywords in his content
  • It can recommend better page titles for Seth to use

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?

Module 17 Lesson 4 Managing Successful Email Campaigns

  1. Open rates
  2. Clickthrough rates
  3. Weekly sales
  4. Trash rates

Correct Answer:

  • Open rates
  • Clickthrough rates

Steph Is Thinking About Using An Email Marketing Service To Help Her Send Out Marketing Emails For Her Pet Supplies Store. What Benefits Are There To Using An Email Marketing Service?

Module 17 Lesson 2 Your Email Marketing Options

  1. They make it easier for customers to sign up to receive marketing emails
  2. They can help you create a customer database
  3. They write marketing emails for you
  4. They make it straightforward to send out personalised emails

Correct Answer:

  • They make it easier for customers to sign up to receive marketing emails
  • They can help you create a customer database
  • They make it straightforward to send out personalised emails

Steph Is Writing A Marketing Email To Send Out To Customers Who Have Bought Puppy Food And Toys From Her Online Shop. Which Of The Following Options Should She Select To Use In The Subject Line Of The Email?

Module 17 Lesson 3 Crafting Great Marketing Emails

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

Correct Answer:

  • Hi John, do you have a new puppy?

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

  1. A Sending flyers with your web address to customers
  2. B Creating a business listing in local directories
  3. C Increasing print and billboard advertising
  4. D Building a team of digital advertising experts

Correct Answer:

  • B Creating a business listing in local directories

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

  1. All businesses
  2. Small business owners
  3. International businesses
  4. Local businesses

Correct Answer:

  • All businesses

To Increase Her Quality Score, Michelle Is Thinking About The Best Keywords And Phrases To Use. Cross Off The Keywords Which She Shouldn’t Use.

Module 8 Lesson 3 What Makes A Good Keyword

  1. Wedding photography Cardiff
  2. Cardiff weddings
  3. Wedding photography business based in Cardiff

Correct Answer:

  • Cardiff weddings
  • Wedding photography business based in Cardiff

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?

Module 3 Lesson 6 Website Design Do’s And Don’ts

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

The Correct Order is:

  • 2 minute HD advertising video for the bakery
  • Large high res, full screen background image
  • 20 second explainer animation
  • Low res compressed thumbnail image
  • Twitter button that links out to Twitter page.
  • Text descriptions.

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?

Module 18 Lesson 2 Search Advertising Vs. Display Advertising

(1) Home Movie watchers

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

Correct Answer:

  • Create a search ad with keywords based on Colin’s film reviews

(2) Cinema-goers

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

Correct Answer:

  • Place a display ad on a cinema listings site

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

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

Correct Answer:

  • It provides a backend system with order management

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

  1. Increase word of mouth referrals
  2. Engage and grow your audience
  3. Guarantee sales of your product or service
  4. Lower the cost of developing content

Correct Answer:

  • Engage and grow your audience

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

  1. Creating a content calendar
  2. Designing illustrations to support content
  3. Segmenting your audience
  4. Identifying social media influencers

Correct Answer:

  • Creating a content calendar

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

  1. Text messages
  2. Pull notifications
  3. Push notifications
  4. Email notifications

Correct Answer:

  • Push notifications

What can conversion tracking in search help you measure?

  1. How many transactions are completed on your site overall
  2. How many people click on your SEM ad and end up browsing your site
  3. How many people visiting your site from a search ad end up completing a purchase
  4. How many customers your ad has converted into brand ambassadors

Correct Answer:

  • How many people visiting your site from a search ad end up completing a purchase

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

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

Correct Answer:

  • Whether the visitor clicked on a paid ad or organic listing

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

  1. Content that will go viral
  2. A channel to engage with customers
  3. A variety of different brand perceptions
  4. An online following and fanbase

Correct Answer:

  • A channel to engage with customers

What does responsive design mean?

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

Correct Answer:

  • Your website will adapt to suit whichever device it is being viewed on

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

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

Correct Answer:

  • Being visible when people search for a business like yours

What is a web server?

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

Correct Answer:

  • A computer connected to the Internet with software that allows it to host all the components of your website

What is an example of product merchandising?

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

Correct Answer:

  • Displaying very specific, featured products on your home page

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

  1. Increase your email marketing campaigns
  2. Ask people to share your content to their networks
  3. Use paid promotion to reach new audiences
  4. Put links to your social on your website

Correct Answer:

  • Use paid promotion to reach new audiences

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

  1. Google translate
  2. Native speakers
  3. Translation software
  4. Language guide

Correct Answer:

  • Native speakers

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

  1. Identifying business goals
  2. Understanding what the competition is doing
  3. Knowing the market
  4. Aligning goals to the strategy

Correct Answer:

  • Identifying business goals

What is the first step of display retargeting?

  1. Sourcing keywords
  2. Defining your audience
  3. Writing content
  4. Setting a call to action

Correct Answer:

  • Defining your audience

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?

  1. Second-party payment processing
  2. Third-party payment processing
  3. External payment processing
  4. Internal payment processing

Correct Answer:

  • Third-party payment processing

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

  1. To help determine a marketing strategy
  2. To help a business understand the customer journey online
  3. To help a business reach a global audience
  4. To give insight into specific customer groups

Correct Answer:

  • To help a business understand the customer journey online

What makes the data cycle useful?

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

Correct Answer:

  • It helps you make the most of the data collected from marketing activities

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

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

Correct Answer:

  • Determine its ability to deliver products and review all tax and legal information

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

  1. Identifying your ad budget
  2. Buying an analytics software
  3. Setting up your presence on social media sites
  4. Keyword research

Correct Answer:

  • Keyword research

What should you consider when developing your website content?

  1. What your customers are looking for
  2. Your latest promotions and discounts
  3. Your brand values
  4. Whether the content will go viral or not

Correct Answer:

  • What your customers are looking for

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

  1. A call to action
  2. A catchy headline
  3. A close-up photo
  4. A social media link

Correct Answer:

  • A call to action

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

  1. Androids
  2. Interns
  3. Automatons
  4. Bots

Correct Answer:

  • Bots

What type of information can KPIs provide?

  1. Audience segmentation
  2. Long-term projections
  3. financial viability
  4. Board decisions

Correct Answer:

  • Long-term projections

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

  1. Previous versions of the product
  2. Links to other suppliers
  3. Reviews of the product
  4. Price comparisons

Correct Answer:

  • Reviews of the product

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

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

Correct Answer:

  • Translate your content with consideration to particular words and phrases

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

  1. Long tail keywords
  2. Shorter keywords and phrases
  3. Longer keywords and phrases
  4. Exact match keywords

Correct Answer:

  • Shorter keywords and phrases

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

  1. Products and delivery details in the correct currency
  2. Time and dates written in the local format
  3. Exchange rate information
  4. Free giveaways for local customers

Correct Answer:

  • Products and delivery details in the correct currency

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

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

Correct Answer:

  • Publishing a how-to video on their website

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

  1. Short content and fewer images
  2. Performance and usability
  3. Usability and short content
  4. Less video content

Correct Answer:

  • Performance and usability

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

  1. Keywords with no association to your site
  2. Keywords with a poor search volume
  3. Keywords that are excluded from a campaign
  4. Keywords that are typed incorrectly

Correct Answer:

  • Keywords that are excluded from a campaign

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

  1. Social media following
  2. Bid value
  3. Domain authority
  4. Average number of visitors to the company’s website

Correct Answer:

  • Bid value

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

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

Correct Answer:

  • Consider updating your preview images, video titles or descriptions

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

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

Correct Answer:

  • Because local users tend to use their mobile devices when they’re out of the house

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

  1. Redesign your website colour scheme
  2. Optimise your site
  3. Create a mobile app
  4. Shorten your website content

Correct Answer:

  • Optimise your site

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

  1. Videos are entertaining, long and include a CTA
  2. Videos are relevant, short and include a CTA
  3. Videos are relevant, long and include a URL
  4. Videos are short, informative and include a phone number

Correct Answer:

  • Videos are relevant, short and include a CTA

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

  1. Debit cards
  2. Credit cards
  3. Paypal or Worldpay
  4. Bank transfers

Correct Answer:

  • Paypal or Worldpay

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

  1. People with specific names
  2. People who speak different languages
  3. People who already own specific products
  4. People with a specific address

Correct Answer:

  • People who speak different languages

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

  1. Only on search engines
  2. Only on websites
  3. On search engines and websites
  4. On websites and social media

Correct Answer:

  • Only on search engines

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

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

Correct Answer:

  • Description of the business

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

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

Correct Answer:

  • Online readers have a reduced attention span, due to being flooded with information

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

  1. People’s names
  2. People’s address
  3. People’s pet names
  4. People’s relationship status

Correct Answer:

  • People’s relationship status

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

  1. Attract new audiences
  2. Build a good reputation with customers
  3. Meet sales goals
  4. Increase traffic to their website

Correct Answer:

  • Attract new audiences

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

  1. The date it was published
  2. The number of images used
  3. The total number of words
  4. The title tag

Correct Answer:

  • The title tag

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

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

Correct Answer:

  • Adding relevant content that highlights the location of your business

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

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

Correct Answer:

  • Location details on the website, quality content and how mobile friendly the website is

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

  1. Colour scheme
  2. Recycled content
  3. Inspiring business name
  4. Site popularity

Correct Answer:

  • Site popularity

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

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

Correct Answer:

  • Increased likelihood of being discovered through search engines

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

  1. Increased cost for ad placements
  2. Higher ad positions on the search results page
  3. Higher cost per clicks on your ads
  4. Ads that will ensure more purchases

Correct Answer:

  • Higher ad positions on the search results page

Which of the following is a benefit of using spreadsheets?

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

Correct Answer:

  • Vast quantities of data can be stored, sorted and analysed quickly

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

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

Correct Answer:

  • A feature allowing users to unsubscribe from your emails

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

  1. Keep linking to them until they link to you
  2. Send them emails until they link to you
  3. Building relationships with similar sites

Correct Answer:

  • Building relationships with similar sites

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

  1. 2-way conversation with customers
  2. Not being present on every social media platform
  3. Not having the resources to respond to comments and questions in a timely manner
  4. Spending too much time reviewing social media analytics

Correct Answer:

  • Not having the resources to respond to comments and questions in a timely manner

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

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

Correct Answer:

  • Analytics shows you have a lot of mobile visitors, but very few purchases through mobile

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

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

Correct Answer:

  • The creation and promotion of online materials with the goal of increasing interest in a product or service

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

  1. More relaxed checkout procedure
  2. Low operational costs
  3. Minimal interaction required with the customer
  4. Segmentation of audiences

Correct Answer:

  • Low operational costs

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

  1. A list of phone numbers customers can use to get in contact with you
  2. 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
  3. An icon button that takes the customer to your social media accounts
  4. A hotline phone number that helps users complete their purchases

Correct Answer:

  • 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

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

  1. “bike shop near me”
  2. “bike shop in UK”
  3. “local bicycle shop”
  4. “bike shops”

Correct Answer:

  • “bike shop near me”

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

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

Correct Answer:

  • Drive more traffic to your store

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

  1. The number of sales you make from the ad
  2. The cost of each ad you publish
  3. The cost of creating the ad
  4. A prediction of sales you can make from your ad

Correct Answer:

  • The cost of each ad you publish

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

  1. Email marketing
  2. Print advertising
  3. Retargeting advertising
  4. Search advertising

Correct Answer:

  • Search advertising

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

  1. Prices
  2. A lot of deep scientific information and detailed statistics
  3. Special offers
  4. Certifications to show you’re qualified to provide a service

Correct Answer:

  • A lot of deep scientific information and detailed statistics

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

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

Correct Answer:

  • Browsing your product pages and reviewing the Frequently Asked Questions page

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

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

Correct Answer:

  • The network provides data on the click-through-rate

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

  1. Session duration
  2. Page views
  3. Referral traffic
  4. Unique page views

Correct Answer:

  • Session duration

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

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

Correct Answer:

  • The legal and tax considerations in that market

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

  1. How to Send Stuff Back
  2. [Company Name’s] Return Policy
  3. Return Policy
  4. Company Policies

Correct Answer:

  • [Company Name’s] Return Policy

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

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

Correct Answer:

  • Once a user visits your site, the code drops an anonymous browser cookie

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

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

Correct Answer:

  • Mobile apps enable your customers to purchase your products without being on your website

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

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

Correct Answer:

  • There’s no need to use sponsored ads within your email marketing

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

  1. Stick to what you are doing and don’t make changes
  2. The same content works across online and offline platforms
  3. Use analytics to make informed decisions
  4. Use analytics to track your customers across the internet

Correct Answer:

  • Use analytics to make informed decisions

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

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

Correct Answer:

  • Social media is a great way to engage your audience

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

  1. A collection of email templates
  2. A ‘Contact Us’ form
  3. A way to collect people’s email addresses
  4. A set budget

Correct Answer:

  • A way to collect people’s email addresses

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

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

Correct Answer:

  • Increasing how many relevant people visit your website

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

  1. It helps you increase your social media following
  2. It helps you optimise your Google My Business listing
  3. It helps you understand which keywords people are searching for on Google
  4. It helps you run A/B tests on your home page

Correct Answer:

  • It helps you understand which keywords people are searching for on Google

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

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

Correct Answer:

  • Run an A/B test on your subject line to determine which one works best

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

  1. How famous your brand name is
  2. How cool your logo is
  3. How long your business has been around
  4. How relevant your ads are

Correct Answer:

  • How relevant your ads are

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

  1. Site search
  2. Acquisition
  3. Behaviour
  4. Search Console

Correct Answer:

  • Acquisition

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

  1. E-commerce
  2. Display advertising
  3. Search engine marketing
  4. Pay per click

Correct Answer:

  • E-commerce

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

  1. Business address, website, telephone numbers
  2. Business name, business address, telephone numbers
  3. Website, telephone numbers, email address
  4. Business name, email address, website

Correct Answer:

  • Business name, business address, telephone numbers

Which tool helps you measure the success of your website?

  1. Keyword Planner
  2. Ad Gallery
  3. Ad Preview Tool
  4. Analytics

Correct Answer:

  • Analytics

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

  1. Quantitative
  2. Qualitative
  3. Holistic
  4. Customer

Correct Answer:

  • Quantitative

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

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

Correct Answer:

  • People who search are actively looking for information, products or services

Why is optimising customer touchpoints online beneficial for businesses?

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

Correct Answer:

  • It provides customers with value every time they come into contact with a brand, helping build trust

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