Fundamentals of Digital Marketing Answers

Core Concepts

Welcome to the Fundamentals of Digital Marketing

You run a local bakery in a small town and are considering taking your business online. How can going digital benefit your business?

Select the 4 correct answers, then submit.

You would have less need to communicate with customers
You get more insights into customers’ online behaviour
You are more visible to customers
You can communicate with customers more easily
You can buy a pizza oven
You can target ads at local customers

You’ve recently set yourself up on a new social media site for your business. How can AI help you get started?

Select the 3 correct answers, then submit.

AI can help you draft new written content
AI can help you come up with ideas for new posts
AI can generate images
AI removes any need for reviews or creativity

Build your digital marketing strategy

Brand perception goals are easier to measure than customer acquisition goals.

Select the correct answer, then submit.

True
False

A goal to increase website traffic by 15% in three months is both specific and time-bound.

Select the correct answer, then submit.

True
False

KPIs can help you monitor success and identify adjustments you need to make along the way to your goal.

Select the correct answer, then submit.

True
False

What is the first essential step to start building a digital strategy?

Select the correct answer, then submit.

Create an email template
Find an investor
Ask the bank for advice
Define business goals

What step comes after setting your business goals?

Select the correct answer, then submit.

Hire an assistant
Launch a blog
Design a logo
Write a mission statement

What should your third step be?

Select the correct answer, then submit.

Launch an advertising campaign
Identify your USP
Launch a newsletter
Hire an accountant

Which of the following is an example of what a digital presence audit can tell you?

Select the correct answer, then submit.

The overall cost of your digital strategy
Your competitors' sales data
How much money to invest in marketing
Whether branding and messaging are consistent across all channels

Which data source can provide insights for your digital presence audit?

Select the correct answer, then submit.

Customer purchase history
Traffic data from analytics tools
Internal team feedback
Competitor pricing strategies

Amina runs a natural skincare brand that has been growing steadily for two years. Recently, she’s noticed increased competition from other eco-conscious brands and wants to improve her online presence. Amina needs to understand how her competitors are positioning themselves and identify ways to differentiate her brand to attract more customers.

Which of the following steps should Amina take to gain insights into her competitors and stand out in the market?

Select 3 correct answers, then submit.

Set up Google Alerts to monitor mentions of competitor brands and industry trends.
Copy competitor product descriptions and pricing strategies to align with the market.
Use search engines to identify which words and phrases competitors are using on their websites and note who appears in the top search results.
Analyse customer reviews and feedback to understand how customers perceive competitor products and services.

Which of the following mission statements would best fit Sarah’s boutique bakery and set her apart from the competition?

Select the correct answer, then submit.

To follow baking trends and replicate popular recipes for mass appeal.
To compete with major chains by offering standard bakery items at competitive prices.
To deliver affordable pastries and fast service, ensuring every customer leaves satisfied.
To craft artisanal pastries that inspire joyful moments, using sustainable ingredients and creative designs.

Get to know your digital customers

Alex is a mechanic who owns a garage and writes blog posts about cars. Despite his passion, his content hasn’t gained traction online. Alex has identified four actions to improve his blog, but he’s unsure which to prioritise. Can you help Alex arrange these steps in the correct order?

Select each item and then a number to place in the correct order, then submit.

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

Which framework helps businesses map the customer journey?

Select the correct answer, then submit.

SMART goals (specific, measurable, achievable, relevant, and timely)
Customer funnel
SWOT (strengths, weaknesses, opportunities, and threats)
See, Think, Do, Care

What is a common behaviour called when customers try products in-store but buy them online?

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Showrooming
Omnichannel browsing
Cross-selling
Upselling

What is a key advantage of providing personalised recommendations to customers?

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It reduces shopping options.
It improves customer satisfaction and engagement.
It makes products harder to find.
It increases product costs.

Which of the following is an example of an owned channel?

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Online review site
Social media ads
Email newsletter

What is the main advantage of paid channels like online ads?

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They allow you to reach new audiences quickly.
They build trust through organic engagement.
They are free of charge, making them cost-effective.

How does the juice company integrate its digital and physical channels?

Select the correct answer, then submit.

By providing a print-only rewards system.
By offering discounts only through email.
By allowing customers to order online and pick up in-store.

Create engaging content

Armand opened their own beauty salon two years ago, and is now looking at how content marketing can help them boost the business's profile online. How could content marketing help?

Select the 2 correct answers, then submit.

Help them find cheaper suppliers
Help them connect with the right audience
Help them understand their customers’ shopping preferences
Help them develop a stronger brand identity

Friedrich, 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?

Select each box and choose the correct option, then submit.

Focus on your target audience

True
False

Be consistent in your writing style and tone of voice

True
False

Add the hook to the end of your blog post

True
False

Only write about the products or services you offer

True
False

The longer the post, the better

True
False

Izumi is drafting a description for the About Us page of their bakery website. Which do you think works best?

Select the correct answer, then submit.

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

Let’s recap our prompt framework: T-C-R-E-I.

Use the words Task, Context, Resources, Evaluate, and Iterate to fill in the blanks.

Select each box and enter the correct missing word, then submit.

When writing a prompt, you should include the Task, which can be separated into persona and format.
Adding Resources, such as topics you’ve used or presents you’ve given in the past.
When you Evaluate the output, it might not be quite what you were expecting.
If that is the case, you could add more Context to your prompt.
You can Iterate until you get a suitable response for your generative AI tool.

What can you do to make sure your content meets legal requirements in the regions where your business and your customers are?

Select the 3 correct answers, then submit.

Keep customer consent and privacy in mind
Get a consumer law degree
Do plenty of research
Investigate sector-specific requirements

Lydia is a business student working for a hotel's marketing department for the summer. She’s responsible for creating content across the hotel's online channels. How can she improve the effectiveness of the content the hotel usually posts?

Select the 3 correct answers, then submit.

Stick to what the hotel is already doing
Experiment with how often to post
Review existing data
Explore how new campaigns impact bookings

Get the most from your business data

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

Select the 2 correct answers, then submit.

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

Samira has recently launched a new coaching business online. Her analytics data shows people unsubscribing from her newsletter after two weeks. These people also aren’t booking coaching appointments. What action should Samira take?

Select the 2 correct answers, then submit.

Check the frequency of the newsletters to make sure they aren’t sent too often.
Send more newsletters reminding customers to book a room.
Review the content of the newsletters to check if it’s suitable and if there is a clear call to action (CTA).
Stop sending newsletters as people aren’t reading them.

Samira recently revamped her newsletter. She has also been using analytics to gather information about how people interact with her website and has made the site responsive to appeal to more mobile phone and tablet users.

Which elements of analytics should Samira focus on to measure the effectiveness of her changes?

Select the correct drop zone for each card.

Number of visits to the site per months

True
False

Number of site pages users explore on average

True
False

Amount of time visitors spend on the site

True
False

Number of people clicking on the links in her newsletters

True
False

Percentage of bookings made on smartphones and tablets

True
False

Anya is working on a presentation for potential investors. They would like to see how the demand for public parking has grown in the past three years. How should she present the data so that it is clear and will make the most impact on the investors?

Select the correct answer, then submit.

Pie chart
Table of figures
Heat map
Bar graph

Emmeline wants to sell Sunny Bakes Breakfast Boxes through her website. She has decided to choose blog posts and social media posts as her digital channels, but she isn’t sure how to track if her strategy is working.

Which conversion metrics should Emmeline focus on?

Select the 3 correct answers, then submit.

The number of page views the blog receives.
The number of people who visit the directions page to a Sunny Bakes location.
The number of visitors that come to their website from social media.
The number of transactions made on the site which include a Breakfast Box.

Emmeline has gathered a month’s worth of data, but on its own, it doesn’t tell her much about the performance of her blogs and social media posts.

How can she find out if her strategy is working?

Select the 2 correct answers, then submit.

Compare the previous month’s total transactions to this month’s sales of Breakfast Boxes
Compare how many visitors have come to their website from social media in the last quarter to the current month’s rate
Compare last July’s in-person visits to the store to this July’s visits to the website
Compare last month’s blog post data to current blog post data

The social media sites that Emmeline uses for Sunny Bakes provide detailed information about the people who follow or subscribe to her business account, as well as the posts themselves.

Which of the information below could help Emmeline create content that will be effective at helping her meet her goal of selling Breakfast Boxes to local vacationers?

Once you’ve completed all the statements, the correct answers will be displayed.

Select the correct drop zone for each card.

Gender

Helpful
Not Helpful

Age

Helpful
Not Helpful

Location

Helpful
Not Helpful

Total followers

Helpful
Not Helpful

Post engagement

Helpful
Not Helpful

Best time to post

Helpful
Not Helpful

Click-through-rate

Helpful
Not Helpful

Emmeline recently posted two new blogs on the Sunny Bakes website.

Their analytics tool revealed that this is how the blogs performed:

Why the French breakfast is better: 200 views with users spending an average of 30 seconds on the page

A local sunrise hike – with breakfast: 1000 views with users spending an average of 90 seconds on the page

Select each box and choose the correct option, then submit.

What does this data tell Emmeline about the content her audience prefers?

Her audience prefers content about local hiking
Her audience likes any posts which include breakfast
Her audience prefers posts about French culture

Based on the data, which topic should Emmeline try posting about next?

The origins of the croissant
Other local activities that the Sunny Bakes Breakfast Box would compliment
Other cultures that breakfast with pastries

What other data could help Emmeline decide if her blogs were helping her achieve her goal of selling more Breakfast Boxes online?

If blog readers were more likely to look at directions to their local Sunny Bakes
If blog readers were more likely to purchase a Breakfast Box
If blog readers placed an order for any Sunny Bakes products

Emmeline has seen an increase in online sales of the Sunny Bakes Breakfast Box over a 3 month period, with some customers ordering multiple times.

She wants to know which digital channels people are finding out about the Breakfast Boxes and what made people order again. This will help her refine her content strategy.

How could she find all this out?

Select the 2 correct answers, then submit.

Ask returning online customers to write reviews and complete surveys about the Breakfast Boxes
Use analytics tools to find out what percentage of customers made a repeat order
Ask returning in-store customers to write reviews and complete surveys about the Breakfast Boxes
Use analytics tools to find out where website traffic originated e.g., social media, online search

Make social media work for you

What is one key advantage of using organic user-generated content (UGC)?

Select the correct answer, then submit.

It guarantees viral success.
It reduces the need for social media profiles.
It builds trust through authentic customer experiences.

Which strategy helps increase your organic reach?

Select the correct answer, then submit.

Posting the same content across all channels.
Posting only once a month.
Encouraging followers to share your posts.

What is one key benefit of choosing the right social media site for your business?

Select the correct answer, then submit.

It helps you reach your target audience effectively.
It guarantees viral success.
It reduces the need for a marketing strategy.

Meet Samreen, a 27-year-old fashion enthusiast. She lives for new trends, follows influencers, and finds her next must-have outfit on social media.

Which social media site and strategy would most likely engage Samreen during the See stage of the customer journey?

Select the correct answer, then submit.

Instagram
LinkedIn
YouTube
Facebook Groups

James, a 40-year-old professional, doesn’t jump on the first offer he sees. He dives into reviews and tutorials to make informed decisions.

Which social media site would be most effective to engage James during the Think stage?

Select the correct answer, then submit.

Facebook Groups
Instagram/TikTok
Pinterest
YouTube

Social media success is about aligning actions with the right strategy. Below, you’ll find several actions and strategies. Your task is to match each strategy with the correct supporting action.

Select each box and choose the correct option, then submit.

Building trust with user-generated content

Posting customer testimonials
Responding to customer comments promptly
Running a targeted ad campaign

Strengthening engagement and relationships

Posting customer testimonials
Responding to customer comments promptly
Running a targeted ad campaign

Growing visibility and audience reach

Posting customer testimonials
Responding to customer comments promptly
Running a targeted ad campaign

Match the influencer type or partnership type with its correct description.

Select each box and choose the correct option, then submit.

Nano influencers

Works well for high-visibility global campaigns.
Small, engaged audience, ideal for budget-friendly or high-engagement campaigns.
Massive following, often less relatable.

Paid partnerships

Influencers are paid to create content following specific brand guidelines.
Long-term ambassador program where influencers consistently represent the brand.
Free products are given to influencers without payment.

Affiliate marketing

Influencers are given free products to promote without financial payment.
A long-term partnership where influencers represent the brand consistently.
Influencers use unique links or codes to earn a commission for each sale they generate.

From the information provided in the case study, what is Georgie from Brim & Stitch doing wrong?

Select the correct answer, then submit.

Posting too much sales-focused content
Not using paid advertising

What types of content could Georgie use to boost engagement?

Select the correct answer, then submit.

More discount promotions
Behind-the-scenes content

What is the most important change Georgie should make first?

Select the correct answer, then submit.

Replace sales-focused posts with a mix of engaging, varied content
Run more frequent flash sales

What metric should Georgie monitor to see if their new content strategy is working?

Select the correct answer, then submit.

Engagement rate
Number of posts per week

Susan, a skincare brand manager, uses a web analytics tool to track which social media posts drive traffic to her website. What key benefit does this provide her?

Select the correct answer, then submit.

She can schedule posts across multiple platforms.
She can identify competitor trends in the skincare industry.
She can find out which platforms and posts drive sales and sign-ups.
She can see which products her followers like the most.

Jasmine, a marketing manager for a sustainable coffee brand, uses a social media monitoring tool. What is one advantage of this tool for her brand?

Select the correct answer, then submit.

It helps her monitor and join conversations about sustainability trends.
It allows her to compare follower growth across social media platforms.
It schedules her social media posts in advance.
It lets her see how many website visits come from social media.

Alex, a social media specialist for a vintage clothing store, uses a social media management tool. How does this tool benefit his daily workflow?

Select the correct answer, then submit.

It lets him view engagement and growth across all platforms in one dashboard
It allows him to track competitor mentions
It helps him run ad campaigns on social media
It provides insights into the demographics of his followers

Help customers find you through search

Put the steps below into the correct order to identify how a search engine processes content and queries.

Select each item and then a number to place in the correct order, then submit.

Search engines ‘crawl’ the Internet to discover content, like web pages, images and videos.

Search engines categorise content into an index.

Search engines rank content according to what could be most useful to searchers.

Pichler’s Produce would like to make sure as many interested customers as possible find their website displayed in their search results. What could they pay attention to in order to achieve this?

Select the 3 correct answers, then submit.

Words and phrases in the content
Image file names
Brand colours
Page titles

Eric sells fruit and vegetables online and is using SEO to improve where he ranks in search engine results. 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?

The correct results will be displayed once you’ve sorted each card.

Select the correct drop zone for each card.

Write recipes that use vegetables that sells

Will help
Won't help

Get lots of likes or followers on social media

Will help
Won't help

Add lots of links to the website

Will help
Won't help

Encourage others to write about his website

Will help
Won't help

Eric has researched what people search for to get to his website, and he’s created content to match it. Eric’s SEO work doesn’t stop there though. He’s been talking to some friends and they’ve all offered him advice about how he should keep up with SEO over time.

Which advice should he take?

Select the 3 correct answers, then submit.

Get opinions from your customers on what might be missing from your site
Stay up to date with search engine changes
Don’t change your keywords as it confuses search engines
Read about the trends in your industry and use them to create content for your page

Eric has been selling fruit and vegetables 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?

Select the 3 correct answers, then submit.

What content visitors interact with
Whether customers enjoy the fruit and vegetables they buy
Which website visitors turn into paying customers
Where website visitors are located

Build Your Knowledge

Improve your business with websites and apps

Why is it important to align your website with your business goals?

Select the correct answer, then submit.

It allows your website to run faster.
It reduces the need for website updates.
It helps ensure that your website supports the overall objectives of your business.

Fill in the blanks with the best content type to support each goal using the words below.

music | contact number | email | content | maps

Select each box and enter the correct missing word, then submit.

To generate leads, consider adding engaging content like blog posts or newsletters to keep visitors connected.
To increase foot traffic, make sure to include maps and location details to help people find you.
To drive phone calls, place your contact number prominently on key pages so visitors can reach you quickly.

Select the best website development option for each description.

Select each box and choose the correct option, then submit.

Allows those with the budget to fully customise their website.

Content management system (CMS)
Hiring a professional
Website builder

Best for flexibility and for those willing to learn.

Content management system (CMS)
Hiring a professional
Website builder

Offers easy, budget-friendly setup with drag-and-drop tools.

Content management system (CMS)
Hiring a professional
Website builder

Maria is designing a homepage for her new business website. Help her make the best choices by selecting the right option for each need.

Select each box and choose the correct option, then submit.

To keep it simple, her layout should feel:

Easy to navigate
Visually striking
Text-heavy

To avoid clutter, she should add:

Images
Whitespace
Colour

For clear text, she should use:

Vibrant colours
Muted colours
High-contrast colours

Why is website accessibility important?

Select the correct answer, then submit.

It reduces the amount of text on your website
It ensures everyone, especially people with disabilities, can use your site
It improves your website’s ranking in search engines.

Match the accessibility feature to its benefit.

Select each box and choose the correct option, then submit.

Alt text for images

Allows users to navigate your site using only a keyboard
Ensures images are described for people who are blind or have low vision
Makes buttons and navigation easy to use on mobile devices

Keyboard navigation

Allows users to navigate your site using only a keyboard
Ensures images are described for people who are blind or have low vision
Makes buttons and navigation easy to use on mobile devices

Mobile-friendly design

Allows users to navigate your site using only a keyboard
Ensures images are described for people who are blind or have low vision
Makes buttons and navigation easy to use on mobile devices

Match the mobile app feature to its benefit.

Select each box and choose the correct option, then submit.

Push notifications

Engages users in real-time
Seamless and convenient experience
Increased brand loyalty

Loyalty programme

Engages users in real-time
Seamless and convenient experience
Increased brand loyalty

Simplified checkout

Engages users in real-time
Seamless and convenient experience
Increased brand loyalty

Fill in the blank to complete the statement about Progressive Web Apps (PWAs)

Progressive Web Apps provide an app-like experience without the need to ____________.

Select the correct answer, then submit.

Login
Subscription
Download

Which of the following statements about app development options is correct?

Select the correct answer, then submit.

App builder platforms are easy to use and require no coding skills.
Hiring an agency is the cheapest option.
In-house development is best suited for most businesses.

True or False: Chatbots are only useful for simple yes/no queries.

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True
False

Which of the following are the benefits of using chatbots for customer service?

Select the 3 correct answers, then submit.

Instant responses to customer queries
Requires constant manual input to function
24/7 availability
Reduces the need for human agents to handle routine tasks

Fill in the blank: The more ________ data you use to train a chatbot, the more effective your chatbot will be at answering queries accurately and efficiently.

Select the correct answer, then submit.

Relevant
Generic
Basic

Optimise your online shopping experience

Colin wants to build awareness of his movie review podcast. Which type of advert would be most effective in reaching a broad audience?

Select the correct answer, then submit.

A visually engaging ad showcasing his popular episodes
A testimonial-based ad
A highly targeted text-based ad
An ad that only targets returning visitors

Can you remember what PPC stands for?

Select the correct answer, then submit.

Pay per click
Pay by click
Pay per cost
Pay per customer

Which of the following factors influence your ad rank?

Select the 2 correct answers, then submit.

Your max CPC for that ad
Your ad’s quality score
The searcher’s internet speed
The browser the searcher uses

Which of these components contribute to your quality score?

Select the 3 correct answers, then submit.

Relevance of the ad to the searcher
Your max CPC
Expected click through rate (CTR)
Landing page UX

Which factor should you prioritise when selecting a keyword for your SEM campaign?

Select the correct answer, then submit.

Keyword length
Relevance
Number of competitors

True or false: Negative keywords are used to increase the visibility of your ads.

Select the correct answer, then submit.

True
False

Match the keyword match type to its correct description.

Select each box and choose the correct option, then submit.

Broad match

Ads triggered only when the entire phrase is included in the search
Ads triggered only for the exact keyword or close variations
Ads triggered by related searches, including misspellings and variations

Phrase match

Ads triggered only when the entire phrase is included in the search
Ads triggered only for the exact keyword or close variations
Ads triggered by related searches, including misspellings and variations

Exact match

Ads triggered only when the entire phrase is included in the search
Ads triggered only for the exact keyword or close variations
Ads triggered by related searches, including misspellings and variations

You’re a photographer selling prints of your photos online. You run an ad to help sell more of your wildlife photography. If each photo sold is worth £40 and your ad’s conversion rate is 15%, what is the average value of an ad click?

Select the correct answer, then submit.

D. £8
B. £4
A. £2
C. £6

Avery has been running a fitness coaching business for the past two years. They’d like to start advertising their site to get more customers. To do that they want to contact some website publishers. Who do you think Avery should contact?

Select the 2 correct answers, then submit.

A retailer of fitness equipment
A healthcare provider
Other fitness coaches in the same field
An ad network

You’re promoting an online cooking class with display ads. You want to target busy parents interested in quick meal prep and food enthusiasts who love gourmet recipes. Which two audience targeting options should you choose?

Select the 2 correct answers, then submit.

Run the same ads for both groups to save the budget.
Use behavioural targeting for food lovers on gourmet recipe websites.
Show ads only on weekends when people cook more.
Target parents by age and family-focused sites.

Colin’s podcast website receives a lot of traffic, but few visitors are subscribing. He has a budget for three display ads to encourage people to return and subscribe. From his list of target groups, which two would be the least effective to target?

Select the 2 correct answers, then submit.

People who haven’t finished subscribing
People who download his e-catalogue
People who visit his site
Commentators on film forums
People who search for TV-related podcasts

Match each scenario with the best ad format for achieving its goal.

Select each box and choose the correct option, then submit.

Showcase new fall collection items

Carousel ad
Promoted post
Stories ad

Promote a limited-time offer

Carousel ad
Promoted post
Stories ad

Boost a popular post for more reach

Carousel ad
Promoted post
Stories ad

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 3 keywords should he choose for his ad campaign?

Select the 3 correct answers, then submit.

Instructional videos
TV chefs
Macaroon recipes
Home cooking
Cooking videos
TV shows

Match each video ad format to its description.

Select each box and choose the correct option, then submit.

These ads are designed for mobile devices and take up the whole screen.

In-feed video ads
Vertical video ads
Masthead ads

These ads blend into a user’s feed and are great for encouraging clicks.

In-feed video ads
Vertical video ads
Masthead ads

These ads appear at the top of the homepage, maximising visibility for big announcements.

In-feed video ads
Vertical video ads
Masthead ads

Lupita runs an online coffee subscription service, and she has some thoughts about how email marketing can help her business.

Can you identify how an email campaign would benefit Lupita?

Select the 2 correct answers, then submit.

It’s a good way of keeping customers informed about new coffee blends
It helps customers contact each other via email
It will let her send info about decaf blends to customers who prefer decaf
It lets customers email her if they have problems or questions

What system should you use to make sure you set realistic goals for your email marketing campaign?

Select the correct answer, then submit.

CLEVER
BRAIN
SMART
BRIGHT

Lupita 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 use in the subject line of her email?

Select the correct answer, then submit.

Save €€€ on pup food!!!
Massive savings on puppy food
MEGASALE on food for PUPS!
Do you think new puppies deserve new treats?

Lupita 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?

Select the 2 correct answers, then submit.

Weekly rates
Clickthrough rates
Open rates
Trash rates

What is one of the benefits of segmenting your contact list?

Segmenting your contact list allows you to…

Select the correct answer, then submit.

Decide which customers you like best and which customers you like least
Unsubscribe large numbers of contacts who you think won’t be customers
Categorise lists so you send contacts relevant emails
Organise your potential customers in alphabetical order

You own a furniture store. How can you update your existing website to start selling products online?

Select the 3 correct answers, then submit.

Set up a page for customers to leave reviews
Add a payment service so customers can make online payments
Create an online catalogue with high-quality images
Add a new page about the business founder

You want to create a fully functional online store. Which of the following features are available in most fully functional online stores?

Select the 3 correct answers, then submit.

Order management via a backend system
Search feature
Over-the-phone payments via a web-based calling system
Customer reviews

Jo wants to use analytics data and visitor surveys to make some improvements to her e-commerce website, but she has limited time and budget.

What actions could Jo take for each of these findings?

Select each box and choose the correct option, then submit.

Customers access the shop a lot on mobile.

Add customer reviews
Introduce responsive design.
Create registration for customer accounts.

There are lots of website visits but no one is buying the products.

Add customer reviews
Introduce responsive design.
Create registration for customer accounts.

Repeat customers add products to their cart but are not checking out.

Add customer reviews
Introduce responsive design.
Create registration for customer accounts.

Office sets are steady sellers for the owner of a furniture store. How can they suggest office furniture items to customers who might not have considered them yet?

Select the correct answer, then submit.

Add a customer reviews section.
Create a ‘Suggested products’ banner.
Use analytics to understand who is visiting the site.
Add a video tour of the shop.

Let’s help Jo track retargeting success. 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?

Select the 2 correct answers, then submit.

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

Reach international customers

Imagine you run a local bike shop and you want to advertise your store online. What’s one way that you could target your online ads to local customers?

Select the correct answer, then submit.

Show ads only at certain times
Hand out flyers and business cards to local shops
Show ads to people within 10 miles of your shop

When would you limit your digital advertising to only showing at certain times?

Select the correct answer, then submit.

When you want your digital ads to reflect your shop’s opening hours
When you think customers are most likely to be nearby
When you want to take lunch breaks

True or False: Social media business pages are generally expensive but they are worth the investment.

Select the correct answer, then submit.

False
True

Is this a translation task or a localisation task?

Find a native speaker of the language in the target market to review your translated site.

Select the correct answer, then submit.

Translation
Localisation

Is this a translation task or a localisation task?

Adjusting humourous product descriptions so they make sense in Italian.

Select the correct answer, then submit.

Translation
Localisation

Which factor should be considered when setting prices for international markets?

Select the correct answer, then submit.

Ignoring exchange rate fluctuations to simplify pricing.
Using only local shipping rates for all regions.
Researching competitor pricing in the target market.
Offering the same price globally for consistency.

Viv’s Vinyls has received an order for 2,000 vinyl records that need to be delivered within two weeks. What should Viv prioritise to fulfil this order efficiently?

Select the 3 correct answers, then submit.

Ensure packaging and labelling requirements are met to avoid customs delays.
Coordinate with reliable shipping partners to ensure timely delivery.
Outsource order fulfilment to a new shipping company without proper vetting.
Monitor demand patterns to better plan future inventory needs.

Choose the right marketing channels for your budget

Imagine you run a local bike shop and you want to advertise your store online. What’s one way that you could target your online ads to local customers?

Select the correct answer, then submit.

Show ads to people within 10 miles of your shop
Show ads only at certain times
Hand out flyers and business cards to local shops

When would you limit your digital advertising to only showing at certain times?

Select the correct answer, then submit.

When you think customers are most likely to be nearby
When you want your digital ads to reflect your shop’s opening hours
When you want to take lunch breaks

True or False: Social media business pages are generally expensive but they are worth the investment.

Select the correct answer, then submit.

True
False

Reach local customers

Sione has recently opened a beauty and wellness salon in his hometown. It’s a popular place with tourists, and he wants them to be able to find his business easily when they search for beauty or wellness services.

How could Sione improve his website so it is more likely to be included when people nearby search for services he offers?

Select the 3 correct answers, then submit.

Add his business address and a map
Share his photo and photos of his team
Display his opening hours
Include the business telephone number and email address

Mai owns a local bike shop and wants to be noticed more by the people in her town. She decides to set up a business profile on a local directory. Help Mai create her listing by choosing which information will help more people in her town locate her business.

The correct answers will be displayed once you have added each card to a category.

Select the correct drop zone for each card.

Images of celebrity bikes

Relevant
Not relevant

Images of celebrity bikes

Relevant
Not relevant

Store opening hours

Relevant
Not relevant

Team member introductions

Relevant
Not relevant

Images of bikes she sells

Relevant
Not relevant

Business name

Relevant
Not relevant

Personal phone number

Relevant
Not relevant

Business address

Relevant
Not relevant

Business phone number

Relevant
Not relevant

Craft effective email campaigns

Imagine you’re a marketing assistant at a big clothing brand. You’ve sent out your first email marketing campaign and are reviewing the click-through rate (CTR). This metric shows the percentage of recipients who clicked on links in the email.

What does CTR not tell you?

Select the correct answer, then submit.

CTR won’t explain why recipients clicked on the links or why they didn’t
CTR won’t show which recipients clicked on a link in your email
CTR won’t show which specific website page subscribers are clicking through to
CTR won’t show you the total number of clicks on the email’s links

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

Select the correct answer, then submit.

Redesign your website
Change the colour of the buttons inside your email
Adjust the subject line of your email
Send your emails to more contacts

Create engaging videos for your customers

Alvaro is launching a campaign for their eco-friendly DIY compost bins. They’ve identified three key goals for the campaign:

Increase brand visibility.
Build engagement with eco-conscious customers.
Drive traffic to their online store.

Based on these goals, which video strategies should Alvaro prioritise?

Select the 3 correct answers, then submit.

Buy ad space for general cooking videos to attract a wide audience.
Use live streaming to host a Q&A about sustainable gardening.
Create and share a tutorial video demonstrating how to use the compost bin.
Collaborate with influencers in the eco-friendly space to feature the compost bin.

Ravi runs a small indoor plant shop and wants to create video content to promote his products online. He doesn’t have a big budget and wants to film in his shop. What filming techniques and resources can Ravi use to create engaging videos without overspending?

Select the 3 correct answers, then submit.

Use a smartphone on a tripod

Make use of natural lighting from a window
Use an external mic for clear audio
Rent expensive equipment and hire an actor

Match each video promotion method to the best practice.

Select each box and choose the correct option, then submit.

Social media

Upload video natively
Add detailed descriptions and titles
Use clickable thumbnails
Place on relevant pages

Email marketing

Upload video natively
Add detailed descriptions and titles
Use clickable thumbnails
Place on relevant pages

Video sharing platforms

Upload video natively
Add detailed descriptions and titles
Use clickable thumbnails
Place on relevant pages

Website integration

Upload video natively
Add detailed descriptions and titles
Use clickable thumbnails
Place on relevant pages

You’ve uploaded a video showcasing a new product. Audience retention drops sharply after 30 seconds. What change could you make to address this issue?

Select the correct answer, then submit.

Increase video length to provide more detail
Consider making the video shorter
Only upload videos on weekdays

You post your videos on multiple platforms, but engagement differs widely across them. What is the best strategy to focus your efforts on?

Select the correct answer, then submit.

Prioritise the platform where you get the most engagement
Post identical content on all platforms to keep them consistent
Stop uploading on platforms with lower engagement

Another video you posted shows viewers dropping off after a few seconds. What could you do to improve this?

Select the correct answer, then submit.

Add a call to action at the start of the video
Create content that aligns with your audience's interests
Add a poll to make the video more interactive

Get to know Google Marketing tools

Search Analytics reports are powerful tools for marketing insights.

Which of the following statements are true?

Search Analytics reports can show you…

Select the 2 correct answers, then submit.

When searchers go to other sites.
Which searches bring people to your website.
Which other sites link to yours.
Which pages searchers visit after leaving your site.

True or false: You need a Google Account to set up Google Search Console.

Select the 2 correct answers, then submit.

True
False

A conversion can be a micro conversion or a macro conversion. A micro conversion is when someone completes an action on your website, like adding something to their cart for checkout.

Why is it helpful to track micro conversions?

Select the correct answer, then submit.

Micro conversions indicate how well your website is performing.
Micro conversions indicate how popular your website is.
Micro conversions indicate how many macro conversions could take place.
Micro conversions indicate how many people are opening your email newsletters.

If you were running a guest house, how could you use analytics to measure traffic coming to your website from organic search results?

In other words, what can you learn from analytics reports?

Select the 3 correct answers, then submit.

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

Match the benefit to the correct Google Ads feature.

Select each box and choose the correct option, then submit.

Tracks key actions and links them to your campaign.

Google Display Network (GDN)
Conversion tracking
Smart Bidding

Shows visual ads like banners and videos to reach users across apps, websites, and YouTube.

Google Display Network (GDN)
Conversion tracking
Smart Bidding

Automatically adjusts bids to focus on users more likely to take valuable actions.

Google Display Network (GDN)
Conversion tracking
Smart Bidding

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