Digital Marketing Start your test Fill in the blank: Businesses should focus on social media platforms with _______. B. The most expected engagement C. A relevant audience A. The biggest reputation D. The most usersWhen it comes to search ads, which of the following could dictate how an ad will perform against a competitor? C. Domain authority D. Average number of visitors to the company's website A. Social media following B. Bid value Which of these is an important factor in the paid search auction system? C. How long your business has been around B. How cool your logo is A. How famous your brand name is D. How relevant your ads areBefore starting to promote products to other countries online, what could you use to gauge demand for your product in that specific market? B. Keyword planning tools D. A range of search ads in different countries C. Interviews with people from that country A. Translation software Fill in the blank: If an ad is not performing well, one effective tactic is to _____________. D. Delete the ad and try again A. Try a different search engine C. Hire a professional ad agency B. Tweak the ad's copy and analyse the results Which of the following is a benefit of using spreadsheets? B. Data can only be accessed when all users are online A. Vast quantities of data can be stored, sorted and analysed quickly D. Spreadsheets are the only way to collect data and extrapolate results C. Valuable customer and market insights can be delivered quickly What can a business use to send messages to users who have already downloaded their app? A. Text messages B. Pull notifications D. Email notifications C. Push notifications Fill in the blank: As a small business, creating videos to showcase your business or product requires only ______. A. An agency, professional crew and equipment C. Creativity, planning and any budget B. Creativity, lots of experience and a large budget D. Creativity, planning and high-quality equipmentWhich of the following factors should you consider when optimising your website for search engines? C. Inspiring business name A. Colour scheme D. Site popularity B. Recycled content What should your search ad have in order to promote more clicks? D. A social media link C. A close-up photo A. A call to action B. A catchy headline Which three pieces of information are essential to include first in your local directory listing? B. Business name, business address, telephone numbers C. Website, telephone numbers, email address D. Business name, email address, website A. Business address, website, telephone numbers Which of the following statements is true when it comes to developing a web presence for a business? A. Customers can learn about a business by downloading a mobile app, but they can't place an order using an app D. All businesses must have a website to sell products C. Mobile apps enable your customers to purchase your products without being on your website B. Building a new website requires a large budget When making video content for your display ads, what is most important to ensure? B. Videos are relevant, short and include a CTA C. Videos are relevant, long and include a URL D. Videos are short, informative and include a phone number A. Videos are entertaining, long and include a CTA Fill in the blank: A __________ is a shortcut to other pages on your site or elsewhere on the web. D. Breadcrumb A. Hyperlink B. Return link C. Menu bar Search engine marketing can also be called what? B. Organic advertising A. Pay-per-click advertising D. One-click advertising C. Search box marketing When looking to ensure your website is easily accessible by mobile users, what should you focus on doing first? A. Redesign your website colour scheme D. Shorten your website content C. Create a mobile app B. Optimise your siteWhat type of information can KPIs provide? C. Financial viability A. Audience segmentation D. Board decisions B. Long-term projections If you own a film blog, which type of customer can you expect to reach with display advertising? C. Only people who have read your blog previously B. People who haven't read your blog before but are interested in your subject D. Only people interested in films and movies A. People who use ad-blockers and are interested in your subject Which of the following is a good way to get other websites to link to your site? B. Send them emails until they link to you A. Keep linking to them until they link to you C. Building relationships with similar sites D. Use as many relevant keywords on the page you'd like them to link toWhat is a key benefit of having an online presence for a business? B. Being visible when people search for a business like yours A. The ability to sell products directly to customers through social media D. Being able to offer new customers promotional discounts C. Sending users emails to update them on new products What can conversion tracking in search help you measure? D. How many customers your ad has converted into brand ambassadors C. How many people visiting your site from a search ad end up completing a purchase B. How many people click on your SEM ad and end up browsing your site A. How many transactions are completed on your site overall Which of the following best describes why approaches to writing need to be adapted for online content? D. Online audiences are typically younger, so the language used needs to reflect this A. Online readers have a reduced attention span, due to being flooded with information C. Online readers only like to engage with long-form pieces of content B. Certain blogging platforms have a limit on the word count you can publish Which of the following is a pitfall when using social media for business? B. Not being present on every social media platform A. 2-way conversation with customers D. Spending too much time reviewing social media analytics C. Not having the resources to respond to comments and questions in a timely mannerWhat is an example of product merchandising? B. Adding a way for customers to filter your products A. Running an ad for your products D. Cross-selling products in the checkout process C. Displaying very specific, featured products on your home page Which details should you look to include on a business profile page on social media? B. Link to a local listing site you're on C. Description of the business A. Details about the CEO D. Cost of products and services 12 Share
