Digital Marketing Start your test When it comes to search ads, which description best describes 'negative keywords'? D. Keywords that are typed incorrectly A. Keywords with no association to your site C. Keywords that are excluded from a campaign B. Keywords with a poor search volume None Search engine marketing can also be called what? D. One-click advertising A. Pay-per-click advertising B. Organic advertising C. Search box marketing None Which of the following best describes why approaches to writing need to be adapted for online content? B. Certain blogging platforms have a limit on the word count you can publish 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 None Why is optimising customer touchpoints online beneficial for businesses? D. It gives businesses an opportunity to collect more data from potential customers C. It provides customers with value every time they come into contact with a brand, helping build trust B. It gives businesses the opportunity to save money on online advertising A. It allows brands to add pop-up ads at every point of the customer journey, ensuring high visibility None Which of these can Google Search Console help you to do? B. It helps you optimise your Google My Business listing D. It helps you run A/B tests on your home page A. It helps you increase your social media following C. It helps you understand which keywords people are searching for on Google None What 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 None Which of the following is an example of a 'call to action' on a website? D. A hotline phone number that helps users complete their purchases C. An icon button that takes the customer to your social media accounts B. 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 A. A list of phone numbers customers can use to get in contact with you None If you needed to showcase which parts of a website are being clicked on the most, which presentation type should you consider? D. Heat map A. Bar chart B. Pie chart C. Table None Which of the following is primarily meant to target new customers online? A. Email marketing B. Print advertising D. Search advertising C. Retargeting advertising None If a person adds a product to a shopping basket but then leaves the website, which of the following tactics is most likely to encourage that person to return and purchase the product? D. Retargeting with a display ad that has a discount coupon B. Redesigning your website C. Creating a Facebook page for your business A. Retargeting with a display ad encouraging newsletter sign-up None When it comes to search ads, which of the following could dictate how an ad will perform against a competitor? A. Social media following C. Domain authority D. Average number of visitors to the company's website B. Bid value None What is a key benefit of having an online presence for a business? 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 B. Being visible when people search for a business like yours None When using search engine marketing, where can your ads appear? A. Only on search engines C. On search engines and websites D. On websites and social media B. Only on websites None Fill in the blank: If an ad is not performing well, one effective tactic is to _____________. C. Hire a professional ad agency B. Tweak the ad's copy and analyse the results A. Try a different search engine D. Delete the ad and try again None Which of the following is something you'll probably want to exclude from your website? A. Prices B. A lot of deep scientific information and detailed statistics C. Special offers D. Certifications to show you're qualified to provide a service None Which of the following can businesses achieve by using social media? A. Attract new audiences B. Build a good reputation with customers D. Increase traffic to their website C. Meet sales goals None What can conversion tracking in search help you measure? 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 C. How many people visiting your site from a search ad end up completing a purchase D. How many customers your ad has converted into brand ambassadors None 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? B. Third-party payment processing D. Internal payment processing C. External payment processing A. Second-party payment processing None 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? D. How many people visiting your site book a room with you B. Which day of the week is most popular for bookings C. Whether your funny Tweet goes viral A. How long people spend on your 'How To Find Us' page None Which three pieces of information are essential to include first in your local directory listing? D. Business name, email address, website A. Business address, website, telephone numbers B. Business name, business address, telephone numbers C. Website, telephone numbers, email address None Which of the following is an advantage of e-commerce? C. Minimal interaction required with the customer A. More relaxed checkout procedure D. Segmentation of audiences B. Low operational costs None If you own a film blog, which type of customer can you expect to reach with display advertising? D. Only people interested in films and movies A. People who use ad-blockers and are interested in your subject B. People who haven't read your blog before but are interested in your subject C. Only people who have read your blog previously None What should be the first step of a structured SEO plan? D. Keyword research B. Buying an analytics software A. Identifying your ad budget C. Setting up your presence on social media sites None What type of information can KPIs provide? A. Audience segmentation C. Financial viability B. Long-term projections D. Board decisions None What technology do search engines use to 'crawl' websites? D. Bots B. Interns C. Automatons A. Androids None Time's upTime is Up!
