Digital Marketing Answers

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Digital Marketing Answers

  • There are 60 questions.
  • The exam takes about 1 hour to complete.
  • You must answer 45 questions correctly to pass.
  • You must wait 12 hours between attempts.
  • You have 3 hours to complete the exam.

Some questions:

Fill in the blank: To keep your content calendar agile, it shouldn’t extend more than ___________.

two weeks

one month

three months

six months


Fill in the blank: ________ refers to how well a document matches a search query.






Which of the following is an example of a video in the attract stage?

A promotional video featured on a landing page

A social video that shows off your brand’s personality

A testimonial of one of your customers with relatable stories

A funny video of a cat sitting on a window sill


Fill in the blank: The following sentence is an example of ____________ voice? “The grocery shopping was done by your father.”






When auditing your social media content, what questions should you be looking to answer? Choose all that apply.

Does your Facebook text content resonate with your audience?

Are you posting Facebook content with videos?

Are you posting Facebook content with images?

What's the average time-on-post?


Having an understanding of what you’re trying to achieve is the most important part of creating high-performing emails. What theme does this correlate to?

Setting a goal

Selecting a template

Discussing with your team

Sending your email


Fill in the blank: Words like “free” or “percent off” may not trigger spam filters for your email, but could ___________.

yield higher unsubscribe rates

trigger fewer sales

align with the content for coupons in the email

appear to be sent by a bot


What is the benefit of including ad extensions in your search ads?

Take up more space in the SERPs

Improve click-through rate 

Provide more value to potential customers

All of the above


If you have a keyword set to broad match, but you want to select specific keywords that must be included in the search query for your ad to be displayed, what would you use?

A negative keyword 

A phrase keyword 

A broad match modifier 

A phrase match modifier


How could this sentence be corrected to cut out fluffy words? "I really just want to go to the arcade to play games in order to have fun."

“I really just want to go to the arcade to play games in order to have fun.”

“I just want to go to the arcade to play games in order to have fun.”

“I just want to go to the arcade to play games and have fun.”

“I want to go to the arcade to play games and have fun.”


Fill in the blank: A keyword set to _____ match type will display your ad if the search term contains the same order of the words, but it can also contain additional words.






To help increase awareness for an upcoming product launch, your manager increases paid promotion funds by 300%. Which channels could you disperse these funds to?




A and B

All of the above


Which KPI is most likely to be a vanity metric?



Return on Investment (ROI)

Retention and loyalty


True or false? You should post the same message across all of your social channels.

True, redundant messages ensure that your audience will see it and you get the highest reach.

True, posting the same message will help you save time that you can use on more important initiatives.

False, you should customize the message based on the platform.

False, post the same message to Twitter and Facebook, but update LinkedIn as it’s more of a B2B social platform.


Which of the following is an example of a video in the delight stage?

A promotional video featured on a landing page

A social video that shows off your brand’s personality

A testimonial of one of your customers with relatable stories

A funny video of a cat sitting on a window sill


All of the following are attributes of a content creation workflow EXCEPT:

Identifies outside influencers who will be contributing

Identifies and organizes who is in charge of specific tasks

How much money it will cost to complete initiative

Breaks down all of the work needed to complete a specific initiative


All of the following impact a website’s ability to rank on a search engine results page EXCEPT:


Page title

Meta description

Header tags

Site architecture


What are the three stages of the buyer’s journey?

Awareness, Consideration, Decision

Attract, Engage, Delight



True or false? A content offer is something you create and publish in exchange for personal information, like an email address and a name.




You asked your colleague to provide feedback on a blog post you recently wrote. When they sent you their feedback, they made edits directly in the doc. Is this a best practice for a content editing process?

Yes, because having an editor complete your content ensures it will read well to others.

Yes, a content editor's role is to make updates the way they see fit.

No, the editor should have tracked changes which would have shown you where they would apply recommended edits.

No, they should have set up a meeting to discuss each edit so you could apply them together.


What can you do to make a headline more compelling?

Broaden the topic

Make a promise to the reader

Over five words

Use special characters to help it stand out


True or false? Your content creation framework should stay consistent over time.

True, the best way to remain efficient is to stick with a process.

True, the investment to update a process can be very expensive and time intensive.

False, as business goals and content change, so should your process to support them.

False, your process should be updated every time a new team member joins.


True or false? A benefit of organic content promotion is the ability to develop and deliver highly targeted content to consumers who will find the content most relevant.




True or false? You should use a consistent naming system to store and easily identify hosted files.




True or false? If you want to produce great content, then you need to hire an in-house content creator.




Fill in the blank: When creating a headline for your content, you should come up with ___________ different headlines.



At least 10

More than 10


True or false? Effective writers start by filling in the main points of their content and save writing the introduction and conclusion for after they’ve written their piece.

True, it can be overwhelming to write an introduction first without knowing where the content is headed.

True, the introduction is always the easiest part to write.

False, writing an introduction first will help align the rest of the article.

False, you should write your conclusion before your introduction.


True or false? When possible, you should try and use extensive vocabulary in your writing.

True, extensive vocabulary makes you appear more credible and confident.

True, people make purchasing decisions based on if you look smarter than your competitors.

False, extensive vocabulary makes you appear less credible and confident.

False, extensive vocabulary takes up too much space on a page.


True or false? Never use acronyms in your writing.

True, this helps avoid confusion.

True, deleting acronyms makes your content more welcoming.

False, use acronyms sparingly.

False, your audience will know what the acronyms mean.


Which network has the longest life for a piece of content?






On which social network should you share content most frequently?






What does CRM stand for?

Custom Rendering for Mobile

Custom Relationship Modules

Customer Relationship Management

Customer Rotation Model


There are three key components to sending the right email. Two of them are the right email and the right time. What is the third?

The right person

The right segments

The right email platform

The right buyer personas


What occurs during the attract stage of the inbound methodology?

You answer questions and provide solutions for the challenges your prospects and customers face.

You focus on bringing prospects and customers to your social pages or website through relevant and helpful content.

You exceed a prospect or customer’s expectations so much that they’ll want to tell their friends and family about you.

You collect information about the individual you’re working with.


When does the engage stage of the inbound methodology begin?

The engage stage begins when a purchase occurs.

The engage stage begins when a customer leaves you.

The engage stage begins when a prospect or customer takes a desired action.

The engage stage begins when a prospect or customer proposes you give them a discount.


What is the purpose of the delight stage of the inbound methodology?

To exceed expectations

To provide an outstanding experience every time a prospect or customer interacts with your company

To go the extra step to ensure a prospect or customer accomplishes what they set out to do

All of the above


Fill in the blanks: Tail winds are to ________ : as headwinds are to _________.

Forces, friction.

Friction, force.

Ships, force.

Ships, friction.


What is the difference between a brand keyword and a non-brand keyword?

A brand keyword is more expensive, a non-brand keyword is less expensive

A brand keyword receives less traffic, a non-brand keyword receives more traffic

A brand keyword has more variations, a non-brand keyword has fewer variations

A brand keyword includes a brand’s name, a non-brand keyword does not include a brand’s name


Fill in the blank: A keyword set to _____ match type will display your ad if the search term includes that keyword, or a very close variation.






Which of the following represents an exact match keyword?

“dog treats”

[dog treats]

dog treats

-dog treats


Which of the following represents a phrase match keyword?

+smart tv

-smart tv

[smart tv]

“smart tv”


Which of the following represents a broad match keyword?

wall art

“wall art”

wall +art

-wall art


What symbol would you use to add a broad match modifier?






What symbol would you use to add a negative keyword?






True or false: Quality score is an algorithm that scores each of your search ads on spelling and grammar.




From top to bottom, what should your search account structure hierarchy look like?

Campaigns, ad groups, keywords

Ad groups, campaigns, keywords

Keywords, campaigns, ad groups

Keywords, ad groups, campaigns


How many ad extensions should you include in your search ads?




All that are available

As many as many as make sense for your business


The inbound methodology is meant to support which business functions?




A and B

All of the above


Scenario: Kyle is in a new role and looking to upskill, so he goes to Google to do some research. He finds a search engine listing that piques his interest and clicks it. He’s taken to a blog post on your site. He reads the post and sees there’s a content offer. He’s interested, but not sure he’s ready to give his information for it just yet. Below the offer, he sees a chatbot asking if he needs help so he clicks it to start a conversation. Which stage of the inbound methodology is Kyle in?







What does it mean to have an inbound approach to doing business?

Your business only runs ads that boost top-performing social media posts.

Your business only focuses on an organic marketing strategy as opposed to interrupting them with ads.

Your business focuses on empowering your prospects and customers, rather than forcing them to engage with you.

Your business's word-of-mouth is so strong that you don’t have to do any form of marketing or advertising.


Fill in the blank: When planning the timing of content in a calendar, _______.

stick to a schedule and hold your team accountable to their deadlines

create focus by only working on one project at a time

remain flexible to account for changes

have your team submit ideas they want to work on


What stage of the buyer’s journey is your audience in if they’re choosing a free trial or consultation?






True or false? Relevancy directly impacts ranking strength.




Fill in the blank: Once a search engine bot discovers your web page, it _______.

checks to see if the content is unique from its database of content

checks to see if it can read all forms of media included within the page

decides how relevant it is to certain search queries by indexing it based on signals like keywords used within it

adds a cookie to it to come back later if it intends to rank it in the top 100


Fill in the blank: Measuring your website’s authority comes down to assessing the volume and quality of the ____________.

title tags that are optimized for SEO

pages your website ranks for on the first page of search engines

backlinks you have to your website

content that exists on your website


Scenario: Your business is going through a website redesign. The goal of the redesign is to update the look and feel of the website to better represent the brand. Your manager recommends a custom font to help make the content stand out. How should you respond?

“That sounds great. Do we have a size and preferred color for this custom font?”

“To save budget on a custom font, we should consider purchasing another brand’s custom font and making updates to it.”

"We should consider using a Google font because they're accessible to all web browsers."


True or false? To help improve SEO, your URL should match the title of your blog post, word for word.




Fill in the blank: The ideal blog post title is _____ characters.






Which of the following is an example of a video in the engage stage?

A promotional video featured on a landing page

A social video that shows off your brand’s personality

A testimonial of one of your customers with relatable stories

A funny video of a cat sitting on a window sill


Fill in the blank: Videos related to __________ moments address company milestones, new product or service features, or other company-related updates.






True or false? Watching three seconds of a YouTube video is considered a view.




Your manager asks your thoughts on how to increase visibility on the business’s YouTube channel. Which response best aligns with how YouTube’s algorithm works?

“YouTube as a channel is not worth the investment. There are far more valuable channels with SEO benefits that the business should focus on.”

“While views are important, YouTube rewards videos with the most clicks. The more people that start watching a video, the more YouTube will feature your video.”

“YouTube wants viewers to watch videos all the way through. We should focus on creating more engaging video content.”


All of the following are key places your videos can appear on YouTube EXCEPT:

In search results

On the homepage

On a sponsored page

In the trending system

In subscriptions


Your manager tasks you with getting more of your web pages displayed in the featured snippet on a search engine results page. The best way to increase the number of your web pages that appear in featured snippets is by _______?

answering a question in the form of a detailed list

asking questions in your H4 headers

embedding social media posts throughout your content

creating a title tag with your primary keyword featured near the beginning of it


Which of these KPIs demonstrate social media ROI? Choose all that apply.

Direct sales revenue from social media, such as orders that come in from a coupon or links into your website that lead to purchase.

Lead conversions from social media campaigns. This may vary from company to company but could include email signups, downloads of materials like an ebook, or activations of trial software.

Customer ratings and reviews demonstrate strong engagement and opinion. They are also one of the biggest indicators to other people that a product or a service is worth buying.

Customer satisfaction - it’s often tracked with a net promoter score (often called NPS), this gives you a sense of whether or not your social customer service efforts are working.


Which of the following places on Instagram can you use a link to click through to your website? Choose all that apply.



Post copy



In order to include a link in a Story, Instagram requires business accounts to have ____ followers.






True or false? When getting started with a business Instagram account, consider purchasing at least 1,000 followers to make your brand look more credible and acquire followers at a faster rate.




True or false? Adding a string of meaningless numbers to your Instagram username could appear spammy.




Scenario: Tom is an avid Facebook user. Tom’s friend, Jane, posts a video from a travel-focused company called Get Out, Stay Out, about a new, local hiking trail. In the comments, Jane shares her thoughts and opinions about the trail. The following day, Tom’s sister sends him the same video link through Facebook Messenger. The Facebook algorithm sees all these interactions. Keeping this in mind, it’s likely Facebook will _______.

Send Tom a Facebook message with a detailed map of the trail

Send Tom an email with a detailed map of the trail

Feature a detailed map of the trail as an advertisement to Tom

Feature the post at the top of Tom's news feed


True or false? You shouldn’t join a competitor’s Facebook Group. Doing so would only help increase their visibility, making it harder for you to create and grow a Facebook Group for your business.




True or false? You can have more than one key result per objective.




Scenario: An exact-match keyword for one of your ads is “blue women’s t-shirts.” Which of the following search queries would generate this ad? Choose all that apply.

Blue women's t-shirts

Blue women's t-shirt

Blue t-shirts

Women's t-shirts

Women's t-shirt


Scenario: A phrase-match keyword for one of your ads is “traveling in Boston.” Which of the following search queries would generate this ad? Choose all that apply.

Traveling in Boston

Traveling in Boston during the winter

Travel in Boston during the winter

Where to travel in Boston

What's it like to travel in Boston


True or false? To deliver an ad only to people searching for dress shoes for men, you could modify your broad match keyword to “+men’s dress shoes.”




True or false? If you’re just starting out with paid ads and don’t know exactly how your persona will be searching, move from a narrower search to a broad match.




What are the two key actions to look at when optimizing each part of your email?

The segment and the open

The open and the click

The contacts and the goal

The subject line and the preview text


Fill in the blank: The ideal length of an email subject line is _____ characters.






To provide a personalized experience to your email reader, which of the following best practices should you employ? Select all that apply.

Add the contact's first name

Mention their interests

Mention the exact pages they've visited on your site

Mention an action the contact has taken with their company


Which of the following is NOT an example of owned media?

Your website

Social media profile

Sponsored content

Blog Content


Which of the following is NOT an example of paid media?

Guest blog posts

Boosted Facebook posts

Google Ads

Sponsored content


True or false: You should include either budget information or a time estimate in your content creation plan.




When is the most effective time to boost content on social media?

When it’s performing well

When it has a link to a website

When it showcases one of your products or services

You should boost every social media post no matter the context


True or false? As buying behavior changes, the inbound philosophy will also evolve.




What is one benefit of running search ads for brand keywords?

They always appear first in the search results, above other ads

They protect your traffic if a competitor bids on your brand keywords 

They see a higher click-through rate than non-brand keywords

They are significantly less expensive than search ads for other keywords 


Which of the following is the best practice for optimizing the elements on a web page to reduce page size?

Use Google Fonts instead of custom fonts. 

Make your images responsive.

Don’t compress your images.

A and B

All of the above


What’s an example of a measurable key result? Choose all that apply.

Increase customer retention from 70% to 85%

Grow net new contact rate from 5.6% to 9% by the end of Q4

Improve the time on page above 3 minutes for all product-specific pages by the end of the month


Which of the following factors does YouTube pay attention to as part of its algorithm?

Which videos each user watches

What videos each user doesn’t watch

How many times each user watching a video

Each users’ video likes and dislikes

B, C, and D

All of the above


Fill in the blank: When performing a social media content audit, begin by looking at all of the content you’ve posted in the last _________.

30 days

90 days

two quarters



___________ characters is the average character length that will appear on a mobile device for your email.






Fill in the blank: A keyword set to ______ match type will display your ad when the search term contains any or some combination or variations of the words in your keyword, in any order.






True or false? The holistic social media team model is common in growing companies. In this model, one team coordinates the approach to managing each social media account in partnership with other groups within the organization.




During the decision stage of the buyer's journey, it's effective to use which of the following content formats? Select all that apply.

Case studies





True or false? Website performance does not impact visibility on Facebook.



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Digital Marketing Answers

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