Google Digital Marketing & E-commerce Professional Certificate Answers - Coursera

Google Digital Marketing & E-commerce Professional Certificate Answers - Coursera

Get started in the high-growth fields of digital marketing and e-commerce with a professional certificate from Google. Learn to manage digital marketing campaigns, attract and engage customers, and sell products online.

Digital marketing involves using email, social media, search engines, display advertising, and other online channels to attract customers, encourage them to make purchases, and keep them coming back. E-commerce involves using online platforms to sell products and services, which includes designing online stores, crafting product listings, conducting market research, and analyzing store performance.

This certification is part of Google Career Certificates .

Complete a Google Career Certificate to get exclusive access to CareerCircle, which offers free 1-on-1 coaching, interview and career support, and a job board to connect directly with employers, including over 150 companies in the Google Career Certificates Employer Consortium.

Language: English:

Certification URLs:

grow.google/certificates/digital-marketing-ecommerce

coursera.org/google-certificates/digital-marketing-certificate

Questions:

Course 1 – Foundations of Digital Marketing and E-commerce

Week 1 – Introduction to foundations of digital marketing and e-commerce

What is the term for any communication method or platform a business can use to reach its target audience online?

• Online sales
• E-commerce
• Digital channel
• Target strategy

In a digital marketing role, you may be asked to assist with campaigns, set marketing goals and KPIs, and create customer personas. 

These tasks typically apply to which roles?

• Strategist-level roles
• Account manager-level roles
• Associate-level roles
• Product manager-level roles

1. What is the term for any communication method or platform a business can use to reach their target audience online?

• E-commerce
• Online sales
• Digital channel
• Target strategy

2. Digital marketing helps businesses do what? Select all that apply.

• Process online transactions
• Better serve customers
• Build trust
• Inspire loyalty

3. With digital marketing, potential customers can take an action the moment they experience the ad. Which advantage of digital marketing does this represent?

• You can reach more people.
• You get faster results.
• You can build relationships with customers.
• It is more cost-effective.

4. Which of the following statements regarding working in a marketing career is generally true?

• Marketing coordinators’ tasks at a company are often disconnected and unrelated.
• A digital marketing coordinator and e-commerce analyst have exactly the same roles.
• It is helpful to specialize in a marketing role that aligns with your strengths such as writing, visual design, or data analysis.
• You are typically responsible for a wider range of marketing tasks in a larger business than a smaller business.

5. Which of the following best describes the skill of analytical thinking and comparing qualities as a digital marketer or e-commerce analyst?

• Collect and organize information to identify patterns, uncover trends, and solve problems.
• Seek out answers about people—what they want, how they think, and what motivates them to take action.
• Communicate insights effectively to engage an audience.
• Highlight unique qualities and get customers’ attention in creative ways.

6. Fill in the blank: A _____ contains your samples of past work and demonstrates relevant work experience.

• Index
• Portfolio
• Selection
• Report

7. Which of the following are benefits of working as an in-house marketing employee? Select all that apply.

• Collaborate on a variety of initiatives in multiple industries
• Gain knowledge and expertise in a specific industry
• Likely have a clear path to promotion
• Get to know one company and its products

8. Which of the following are benefits of working in a marketing agency role? Select all that apply.

• Develop broad and flexible expertise.
• Learn certain skill sets very well.
• Collaborate on a variety of initiatives in multiple industries.
• Gain deep knowledge and expertise in a specific industry.

9. Coordinating marketing activities, preparing reports on marketing metrics, and creating customer personas are tasks typical for which digital marketing role level?

• Product manager-level roles
• Account manager-level roles
• Strategist-level roles
• Associate-level roles

10. Which of the following are typically job responsibilities for an e-commerce analyst? Select all that apply.

• Develop relationships with clients.
• Execute and monitor loyalty programs.
• Use SEO to maximize traffic to the website.
• Analyze data from the website or mobile app.

11. Fill in the blank: _____ is generally cheaper, more convenient, and more accessible than storefront sales.

• Online marketing
• Traditional marketing
• Digital channel
• E-commerce

12. A business owner wants to find new consumers for their clothing store. They plan to use social media to turn them into customers. What is this practice known as?

• Online sales
• Face-to-face marketing
• Digital marketing
• E-commerce

13. Digital marketing enables potential customers to act the moment they experience the ad, such as when a customer clicks on a digital ad to purchase a product. Which advantage of digital marketing does this represent?

• Reach more people
• Build relationships with customers
• Get faster results
• Save money

14. Which statement about marketing careers is generally true?

• A digital marketing coordinator and e-commerce analyst often share similar skills.
• You are typically responsible for a wider range of marketing tasks in a large business than a small business.
• Marketing coordinators’ tasks at a company are often disconnected and unrelated.
• Specializing in a marketing field that aligns with your strengths is not recommended.

15. What best describes the skill of data storytelling as a digital marketer or e-commerce analyst?

• Communicate data insights effectively to engage an audience.
• Use data insights to adapt to new situations.
• Collect and organize information to spot patterns, uncover trends, and solve problems.
• Seek out answers about people—what they want, how they think, and what motivates them to take action.

16. As you consider your skills and interests in marketing, which of the following should you do? Select all that apply.

• Learn industry terminology
• Learn one industry
• Limit your understanding of the fundamentals
• Make a note of skills that come up frequently

17. You want to become an expert in a specific industry by working for a single company. What role should you consider?

• An in-house role
• An internship
• An agency role
• A staffing firm role

18. Consider this scenario:

A recent graduate has decided on a career path. They want to work in a role that partners with multiple companies to help achieve their digital marketing and advertising goals.

Which type of role should they consider?

• An internship
• Full-time employment
• An agency role
• An in-house role 

19. Setting marketing goals and KPIs, assisting on ongoing marketing campaigns, preparing reports on marketing metrics, and creating customer personas are tasks typical for which digital marketing role level?

• Strategist-level roles
• Account manager-level roles
• Product manager-level roles
• Associate-level roles

20. Which of the following are typically job responsibilities for a digital marketing coordinator? Select all that apply.

• Draft social media copy and obtain approvals
• Approve and disburse funds for marketing activities
• Follow SEO best practices
• Analyze data from marketing campaigns

21. There are several advantages to digital marketing. For example, it enables customers to act as soon as they experience an ad.

What does this advantage enable brands to do?

• Reach fewer people
• Spend more
• Build relationships with customers
• Get faster results

22. What skill helps marketers and analysts to communicate data insights effectively and engage an audience?

• Curiosity
• Data maps
• Analytical thinking
• Data storytelling

23. What is in a portfolio?

• Previous job titles and descriptions chronologically
• Samples of past work and relevant work experience
• Letters of recommendation from past employers
• A letter outlining your credentials and interest in a job

24. Consider this scenario:

A recent graduate enjoys a stable working environment and decides to specialize in a specific industry. They want to avoid unpredictable requests from clients and long working hours.

Which type of role should they consider?

• An in-house role
• A staffing firm role
• An agency role
• An internship

25. You would like to work on different projects and develop a broad set of skills in your next role. Which of the following should you consider?

• An agency role
• A part-time role
• An internship
• An in-house role

26. There are a variety of roles and responsibilities in digital marketing. Which of the following are typical entry-level roles? Select all that apply.

• Digital marketing coordinator
• Account manager
• Marketing associate
• Email marketing specialist

27. Which of the following are typically job responsibilities for a digital marketing coordinator? Select all that apply.

• Follow SEO best practices
• Draft social media copy and obtain approvals
• Analyze data from marketing campaigns
• Approve and disburse funds for marketing activities

28. Which of the following best describes the quality of being curious as a digital marketer or e-commerce analyst?

• Seek out answers about people—what they want, how they think, and what motivates them to take action..
• Use analytical thinking to collect and organize information to spot patterns and solve problems.
• Highlight unique qualities and get customers’ attention in creative ways.
• Communicate insights effectively to an audience.

29. In an e-commerce role, you may be asked to monitor website analytics, optimize paid advertising campaigns using SEO, and manage an online marketing presence.

These tasks typically apply to which roles?

• Product manager-level roles
• Associate-level roles
• Strategist-level roles
• Account manager-level roles

30. As a new associate, you may be asked to follow SEO best practices, draft social media copy and obtain approvals, and monitor activities of returning customers.

Who typically fills this role?

• Social media strategist
• E-commerce product manager
• Search Engine Marketing (SEM) specialist
• Digital marketing coordinator

31. Digital marketing helps businesses create brand recognition in new and global markets. What does this mean? Select all that apply.

• It’s a traditional form of marketing
• It relies on local platforms like newspapers, and radio stations
• It makes products and services accessible to a variety of people
• It drives sales

32. Digital channels like email and social media allow businesses to personalize their communication.

What advantage of digital marketing does this refer to?

• It reaches less people.
• It is cost-effective.
• You can build relationships with customers through direct communication.
• It delivers faster results.

33. Which one of the following describes marketing roles?

• Marketing coordinators’ tasks at a company are often disconnected and unrelated.
• Specializing in a marketing field that aligns with your strengths is not recommended.
• You are typically responsible for a wider range of marketing tasks in a large business than a small business.
• A digital marketing coordinator and e-commerce analyst often share similar skills.

34. As a digital marketer or e-commerce analyst, you often collect and organize information to identify patterns, uncover trends, and solve problems.

Which skill does this refer to?

• Writing
• Analytical thinking
• Storytelling
• Curiosity

35. Fill in the blank: A(n)_____ role is when you work for a single company to market and sell their products.

• agency
• internship
• staffing firm
• in-house

36. With digital marketing you can reduce expenses by being very specific about serving ads to the right audiences at the right moments. Which advantage of digital marketing does this represent?

• You can reach more people
• You can build relationships with customers
• Delivers faster results
• It is more cost-effective

37. As a digital marketer or e-commerce analyst, which of the following best describes analytical thinking in your role?

• Communicate insights effectively to engage an audience.
• Highlight unique qualities and get customers’ attention in creative ways.
• Create visual narratives for marketing campaigns.
• Collect and organize information to identify patterns, uncover trends, and solve problems.

38. What are typical job responsibilities for an e-commerce analyst? Select all that apply.

• Execute and monitor loyalty programs
• Use SEO to maximize traffic to the website
• Develop relationships with clients
• Analyze data from the website or mobile app

39. Digital marketers and e-commerce analysts are often curious. What does curiosity enable them to do?

• Highlight unique qualities and get customers’ attention in creative ways.
• Communicate insights effectively to an audience.
• Use analytical thinking to collect and organize information to spot patterns and solve problems.
• Seek out answers about people—what they want, how they think, and what motivates them to take action.

40. What do effective digital marketing or e-commerce candidates often have? Select all that apply.

• A broad knowledge of fundamentals
• A narrow knowledge of fundamentals
• A deep understanding of all industries
• A deep understanding of one or two specific areas

41. Why would someone choose an agency role instead of an in-house role?

• To work on different projects across multiple industries
• To work in a predictable environment
• To work with one industry only
• To work with one company and its products

42. As a new associate, you may be asked to check that customer interactions align with business objectives, and ensure that email ads generate the desired results on a website.

Who typically fills this role?

• E-commerce analyst
• Search Engine Marketing (SEM) specialist
• E-commerce product manager
• Social media strategist

Week 2 – The customer journey and the marketing funnel

How can a digital marketing strategy get customers to come back for an additional purchase?

• By creating a print advertising campaign
• By establishing a strong sales plan
• By offering a first-time customer discount
• By building customer trust

Why is it important to measure outcomes at each stage of the marketing funnel?

• It helps you find out what you're doing right and wrong, and where you can improve.

• It makes your ads more desirable.
• It shows you which customers will spend more money.
• It reduces your budget and allows you to spend money on internal needs.

1. Imagine that a bakery establishes an online presence and posts ads on various social media sites, but their ads are not attracting new customers. How can digital marketing help the bakery thrive online?

• By increasing sales for the bakery
• By expanding the marketing budget for the bakery
• By helping the bakery reach potential customers
• By intercepting spam to the bakery’s email inbox

2. Fill in the blank: A successful digital marketing strategy helps to build _____.

• customer confidence in a competitor’s products 
• more sales among one-time customers
• sales of a brand’s worst-performing products
• customer trust in a company’s brand

3. Consider the following scenario:

There are two marketing managers. One manager has their team focus on figuring out how to sell more products. The other manager has their team focus on helping customers address pain points and achieve their goals. The first manager’s approach is about the company’s goals.

What is the second manager’s approach about?

• The company’s sales goals
• The brand’s marketing awareness
• The customer journey
• The company’s philosophy

4. What tool helps digital marketers better understand how customers find a company and learn about a company?

• A guide to average customer spending habits
• A customer journey map
• A record of customer internet searches
• A plan of customer benefits

5. What is a marketing funnel?

• An advertising strategy aimed at narrowing people’s experience with the company’s product
• A reverse examination of people who leave the brand after a poor experience in their customer journey
• A step-by-step experience through which people go from first clicking on a brand’s website to exploring its different features
• A visual representation of the process through which people go from first learning about a brand to becoming loyal customers

6. How does a marketing funnel differ from a customer journey map?

• A marketing funnel is about what a company can do to reach more customers in the preliminary stage. A customer journey map is about how potential customers decide not to continue their purchasing journey.
• A marketing funnel is about what a company can do to move lots of customers from one stage to the next. A customer journey map is about how specific customers reach different points in their purchasing journey.
• A marketing funnel is about what a company can do to discourage certain customers from moving from one stage to the next. A customer journey map is about how customers feel during each step of their product journey.
• A marketing funnel is about what a company can do to reach a specialized customer base as they graduate from one stage to the next. A customer journey map is about how customers generalize their experience with the company.

7. Fill in the blank: During the _____ stage of the marketing funnel, some potential customers will become leads.

• conversion
• consideration
• awareness
• loyalty

8. Fill in the blank: It is important to _____ outcomes at each stage of the funnel because it allows a company to find out what they are doing right, what they are doing wrong, and where they could improve.

• outline
• communicate
• measure
• highlight

9. Which are conversion tactics? Select all that apply.

• A smooth checkout process
• Rewards programs
• Follow-up emails
• A clear returns policy
• Product-focused ads

10. Why is it important to measure conversion in the marketing funnel?

• Because this metric allows companies to boost sales and save money
• Because it provides valuable insights into how customers interact with a company’s brand
• Because it raises customer awareness and attracts new customers
• Because this measurement reveals the level of engagement customers have with a company’s rewards program

Shuffle Q/A

11. Why does digital marketing focus on reaching potential customers? Select two answers.

• Because it enables better sales forecasts
• Because it helps increase the frequency of positive reviews
• Because it lets target audiences know that a company exists
• Because it helps set a company apart from its competitors

12. Why is it important to learn about your audience?

• It enables you to create a print ad campaign.
• It enables you to create a quick sales plan.
• It enables you to offer a first-time customer discount.
• It enables you to create tailored content for social media and set meaningful goals.

13. Successful businesses help customers achieve their goals instead of focusing on sales.

What does this approach focus on?

• The company’s sales goals
• The customer journey
• The company’s philosophy
• The brand’s marketing awareness

14. What is the marketing funnel also known as?

• Sales funnel or conversion cylinder
• Sales tube
• Sales funnel or conversion funnel
• Marketing tube

15. The marketing funnel and customer journey map are similar, but they are not the same. What is the difference between the two?

• A customer journey map is valid for one year and a marketing funnel is valid for two years.
• A customer journey map adopts the customer’s perspective, and a funnel considers the business’s position.
• A marketing funnel considers the customer’s perspective, and a customer journey map considers the business.
• A marketing funnel focuses on sales and the customer journey map builds relationships with customers.

16. Which outcomes take place at the top of the marketing funnel? Select two answers.

• Awareness
• Customer conversion
• Brand loyalty
• Customer engagement

17. Maya is shopping on a company’s website. Maya spends twenty minutes trying to change the item amounts she would like to purchase. Why is it important for the company to measure how long Maya spends on a page?

• The desired outcome is for customers to explore as much of a company’s website as possible, so if a customer never stays on a page for very long, it might mean that the company needs to adjust the user experience to keep them there longer.

• The goal is for customers to find what they need quickly, so if a customer spends a long time completing a task, it might mean that the company needs to reevaluate the layout or functionality of website buttons.

• The objective is to get customers to spend as much time as possible on a company website, which might mean that longer time spent on a page will increase the chances that they will make more purchases.
• The end result is to get the customer to purchase the product, so if a customer is on a page for a longer duration of time, it might mean that the company needs to focus more time and money on marketing that particular product.

18. Fill in the blank: Companies should provide clear and useful content and experiences, so leads can easily find answers and take action, making _____ more likely.

• awareness
• conversion
• consideration
• loyalty

19. What do loyalty metrics, such as the number of orders per customer, allow businesses to do?

• Determine strategies to keep customers, boost sales, and save money
• Send coupons for purchased items
• Target friends and family 
• Get referrals from customers and increase prices

20. What crucial information does digital marketing help a business communicate?

• That the audience hasn’t bought anything yet
• That it’s the cheapest option and why the customer should buy it
• That its competitor is a better option
• That it exists, how it can help, and what makes it different from the competition

21. What does a successful digital marketing strategy build?

• More sales among one-time customers 
• Trust in a brand 
• Low-performing products
• Confidence in a competitor’s products
  

22. When customers learn about a product, they might research it, decide to buy it, and later tell other people about it.

What is this process called?

• The awareness tactic
• The company pain points
• The strategic marketing plan
• The customer journey

23. Why is a marketing funnel wide at the top and narrow at the bottom?

• A company allows everyone to access their site at the top of the funnel, but only wants a small, select audience to reach the bottom to become repeat customers.
• A company needs a wide range of advertisements at the top of the funnel, but only a select few will reach potential customers at the bottom. 
• A marketing strategy requires many different investors at the top of the funnel, but only the most generous will continue on with the company and reach the bottom.
• Many potential customers will enter the top of the funnel, but only some of them will reach the bottom to become loyal customers. 

24. When potential customers first learn about a brand, they enter the top of the marketing funnel. What is this stage called?

• Awareness
• Consideration
• Communication
• Conversion

25. What awareness tactic helps businesses reach new customers?

• Remove negative customer reviews
• Spend less time on SEO
• Offer free samples and trial memberships
• Build promotional partnerships with other brands or influencers

26. Why do marketers track impressions, reach, and frequency at the top of the marketing funnel?

• It determines a company’s overall success.
• It lowers the cost of a campaign.
• It speeds up the customer journey.
• It shows them how effective their ads are. 

27. How can digital marketers create a positive post-purchase experience and encourage customer loyalty?

• Provide accurate product descriptions
• Send them coupons for an item they recently purchased
• Ask for a referral
• Invite them to join a rewards program

28. Why is it important to measure both the number of conversions in the marketing funnel, and metrics such as the time to conversion and average number of touchpoints to conversion?

• Because it raises customer awareness and attracts new customers
• Because this metric allows companies to boost sales and save money
• Because it provides valuable insights into how customers interact with a  brand
• Because this measurement reveals the level of engagement customers have with a company’s rewards program

29. Fill in the blank: Digital marketing helps online companies stand out from the competition by _____.

• identifying new vendors
• reaching potential customers
• increasing stakeholder engagement
• emailing former employees

30. Fill in the blank: Digital marketing allows you to create _____ for your social media accounts that reach the right audience.

• loyalty
• short-term goals
• sales targets
• tailored content

31. Why are customer journey maps important for digital marketers? Select two answers.

• They help marketers understand how and why customers interact with a business.
• They help marketers reduce advertising costs.
• They help marketers create better, more user-friendly experiences.
• They help marketers drive sales.

32. What is a visual representation of the process through which people go from first learning about a brand to becoming loyal customers?

• A loyalty funnel
• A customer journey funnel
• A marketing funnel
• A customer experience funnel

33. What are the four stages of a simple marketing funnel?

• Consideration, conversion, loyalty, satisfaction
• Awareness, conversion, loyalty, close
• Loyalty, consideration, awareness, sale
• Awareness, consideration, conversion, loyalty

34. What tactic can businesses use to increase their awareness and reach potential customers?

• Improve search engine optimization rankings and results by optimizing website content around specific search terms
• Showcase positive customer feedback and reviews
• Offer free samples, tools, or trial memberships that let potential customers test out services before committing
• Create ads based on products and pages potential customers previously visited

35. To set themselves apart at the conversion stage, businesses should provide useful content and experiences. Which of the following tactics will help? Select all that apply.

• Rewards programs
• Product-focused ads
• Follow-up emails
• A clear returns policy
• A smooth checkout process

36. Consider the following scenario:

A customer makes an online purchase. First, they discover the product. Then, they find answers to their questions, decide to make the purchase, and recommend the product to others.

What is the path called that the customer takes from finding the product to recommending it?

• The strategic marketing plan
• The company pain points
• The awareness tactic
• The customer journey

37. Fill in the blank: Digital marketers use each interaction a customer has with a brand to create a _____, which helps them understand how and why customers interact with the brand.

• product marketing summary
• customer impact collage
• product impact graph
• customer journey map

38. Fill in the blank: The top of the funnel is the _____ stage, which is when a potential customer encounters a brand for the first time.

• conversion
• awareness
• consideration
• communication

39. One way to measure success at the consideration stage is with customer engagement. Which of the following is a good measurement of engagement?

• Rewards program usage
• Email or newsletter signups
• Return customers
• The number of sales

40. What is the goal of the conversion stage?

• To make customers aware of the brand
• To turn potential customers into buyers
• To get a positive review
• To get customers to sign up for an email

41. Consider the following scenario:

Arjun is shopping online at a few different retailers. He has added items to his cart at each store. Instead of completing any of these purchases, he steps away from his computer, leaving his cart full of products.

Why is it important for online companies to measure these instances of cart abandonment?

• Losing conversions count against the company, resulting in loss of trust among potential customers.
• Finding out where customers drop off in the checkout process can help a company improve procedures and increase conversions.
• Failing to address issues of cart abandonment will cause loyal customers to shop at other online companies.
• Identifying cart abandonment metrics is the truest measure of a company’s ability to succeed  online.

42. Consider the following scenario about digital marketing:

A pet store creates an online presence. The owner posts video ads on social media of products and discounts. The ads don't attract new customers.

How can digital marketing help the pet store succeed?

• By reaching potential customers and engaging with them effectively
• By increasing the budget
• By creating content aimed at other pet stores
• By creating email templates and sending them internally

43. A retail business wants to focus its efforts on digital marketing. Why should they carefully consider the customer journey?

• Because the journey can establish a customer purchase baseline to keep product inventory up-to-date
• Because once the journey creates customer trust in the brand, it can never be lost
• Because the journey can be marketed and sold to increase company revenue
• Because understanding and improving the journey can transform a potential customer into a loyal customer

44. What is a customer journey map?

• A visualization of a typical  business’s yearly marketing budget 
• A visualization of a typical customer’s touch points along their purchase journey
• The process of posting customer reviews and online ads
• The process a business follows to get new customers

45. A marketer wants to create a visual representation of the sales process, from a customer first learning about a brand to becoming a loyal customer.

What should they create?

• A marketing funnel 
• A slideshow
• Touchpoints presentation
• A customer journey map

46. In the awareness stage, why is it important to measure impressions, reach, and frequency?

• Digital marketers will need to reevaluate their advertising budget if these three metrics are not improving.
• Digital marketers will need to grow their department if all three measurements are positive.
• Digital marketers can find out how big an impact their ads are having and decide if they need to reevaluate their ad strategy.
• The measurements from these three data points will determine a company’s overall success.

46. Why should marketers measure cart abandonment?

• Losing conversions count against the company, resulting in loss of trust among potential customers.
• Identifying cart abandonment metrics is the truest measure of a company’s ability to succeed online.
• Failing to address issues of cart abandonment will cause loyal customers to shop at other online companies.
• Finding out where customers drop off in the checkout process can help a company improve procedures and increase conversions.

47. What metric helps companies better manage customer relationships and provides insight into how well the entire marketing funnel serves customers?

• Conversion
• Consideration
• Loyalty
• Awareness

Week 3 – Digital marketing and e-commerce strategy

Which of the following refers to marketing and brand identity?

• Marketing efforts change, and brand identity is permanent

• A brand is the foundation of a successful digital marketing strategy, but digital marketing can also affect public perception of your brand

• You can have one without the other
• Marketing efforts are permanent; brand identity changes

A business wants to send emails to its customers on their birthdays. They plan to offer a 50% discount on any item. What is this an example of?

• Branding
  • Segmentation

• Personalization

• Spamming

1. Which of the following best describes brand equity?

• How a company communicates its values and culture
• The value customers attribute to a brand’s offerings when compared with similar products from another brand
• How a company is perceived by the public
• The number of customers that purchase a brand’s primary asset, like a product or service

2. Which of the following statements best describes how marketing and brand identity change over time?

• Marketing efforts are permanent; brand identity changes.
• Marketing efforts and brand identity are both permanent.
• Marketing efforts change; brand identity is permanent.
• Marketing efforts and brand identity are both likely to change.

3. Fill in the blank: When setting a digital marketing strategy, it's important to _____ and set meaningful goals before picking your channels.

• run digital ad campaigns
• plan ad campaigns
• Research your audience
• create digital marketing content

4. Imagine that a fashion company wants to reach new customers. They write the following goal:

“We want to grow our customer base by 10% in the next 12 months. To do that, we will introduce a new clothing line based on market research about the preferences of our new target customer.”

What type of goal is this?

• Revenue goal
• Customer goal
• Business goal
• Marketing goal

5. A company that makes a software product wants to grow their customer base. Which of the following is a specific marketing goal for this company?

• To make sure that we grow our customer base, we will increase lead generation and highlight our new product features by increasing our ad budget by 25%. We will also increase our budget for mid-funnel activities.
• To support the goal of growing our customer base by 25%, we will increase lead generation by 40% over the next year. To generate leads, we will highlight our new product features through a 15% increase in our ad budget and a 20% increase for mid-funnel activities.
• To support the goal of growing our customer base, we will increase lead generation in the coming months. To generate leads, we will highlight our new product features by increasing our ad budget and increasing our mid-funnel activities.
• To grow our customer base, we will increase lead generation, highlight our new product features, and increase our budget for mid-funnel activities. This will require an overall budget increase of 25% for marketing-related activities.

6. Which of the following are examples of owned media? Select all that apply.

• Paid social media ads
• Whitepapers
• eBooks
• Video ads

7. What are the disadvantages of paid search? Select two.

• Paid search does not work well with organic search.
• Paid search can have higher entry costs to start.
• Paid search results disappear when a business stops paying for them.
• Paid search results take a long time to create an impact.

8. As part of a marketing project, a company reviews its social media performance including likes, shares, and follows. The marketing team communicates these results to leadership. Which one of the five pillars of social media marketing does this represent?

• Planning and publishing
• Listening and engagement
• Strategy
• Analytics and reporting
• Paid social media

9. Which of the following best describes email marketing?

• Sending emails to many recipients regardless of their interests
• Sending emails with claims that are too good to be true
• Sending unwanted emails out in bulk to a mass recipient list
• Sending emails to a list of existing subscribers with relevant, helpful content

10. Imagine that a business tailors its email marketing content to deliver an individualized experience for subscribers. What is this process called?

• Brand building
• Social listening
• Segmentation
• Personalization

11. To support an email marketing strategy, a business decides to personalize the email content they share with their list of subscribers. Which of the following strategies should they use? Select all that apply.

• Serve ads to highly specific customer groups
• Send messages that match where customers are in the marketing funnel
• Send promotions for special events
• Follow up on previous interactions
• Address each recipient directly

Shuffle Q/A

12. What does it mean when a brand has positive equity?

• It means consumers want to pay less for their products or services.
• It means consumers prefer to use their competitors’ products or services.
• It means believe they provide great value and amazing products.
• It means consumers feel good about the brand and might pay more for it.

13. An independent food truck vendor wants to grow its customer base. Which of the following is a specific business goal for this company?

• We want to increase our total number of customers this year. To do that, we will introduce more menu items and make it easier for customers to pay for their orders.
• We want to increase our number of customers by 50% over the next 12 months. To do that, we will add two popular specials as standard menu items and introduce an efficient mobile payment kiosk.
• We want to increase the number of customers that we serve each year to increase our year-over-year revenue. To do that, we will sell more meals and make it easier for customers to pay.
• We want to increase the number of meals we sell.

14. A marketer is considering the pros and cons of paid search. Which of the following is an advantage of paid search ads?

• They don’t disappear when you stop paying for them.
• It produces results slowly.
• It produces results quickly.
• It lasts longer than SEO.

15. Why is social media marketing important?

• It drives engagement and promotes a brand on social media channels.
• It is more valuable than a digital marketing strategy when connecting with customers.
• It sends automatic emails to potential customers about a brand.
• It plans and publishes valuable content for a brand.

16. What helps brands avoid coming across as spammers? Select all that apply.

• Email personalization
• Bulk emails
• Paid ads
• Email segmentation

17. Imagine that a business divides their email subscriber list into smaller groups based on specific criteria. What is this process called?

• Brand building
• Personalization
• Segmentation
• Social listening

18. Which of the following best describes a brand?

• How a company communicates its values and culture
• How a company markets its primary asset, like a product or service
• How much customers are willing to pay for a company’s products
• How a company is perceived by the public

19. How can a marketer use what they learn in the initial planning stage to establish a strong digital marketing strategy? Select all that apply.

• Analyze marketing campaign analytics and reporting
• Review existing media to identify gaps
• Decide how to allocate the budget
• Figure out which channels to focus on and what content to run

20. Which of the following statements refer to marketing goals?

• They are specific objectives in a plan or strategy aren’t connected to a business’s goals.
• They include things like increasing profits and raising productivity.
• They are specific objectives in a plan or strategy that should support a business’s larger aims.
• They are typically big, long-term, and have the potential to affect an entire company.

21. Digital channels fit into three main categories. What are these categories?

• Direct, owned, and earned media
• Paid, owned, and free media
• Paid, owned, and earned media
• Banner, owned, and social media

22. A business owner grows their email lists by linking ads to email sign-up forms. They contact customers directly and inform them about special promotions.

Which one of the five pillars of social media marketing does this represent?

• Listening
• Strategy
• Publishing
• Reporting
• Paid social media

23. What can businesses do to personalize their emails to customers? Select all that apply.

• Follow up on previous interactions
• Send promotions for special events like birthdays and holidays
• Run a different email for every single subscriber
• Avoid asking customers for their opinion

24. A business wants to follow up on a customer’s recent interactions. Which of the following could they include in an email?

• Share information about the business’s history
• Urge them to order soon
• Ask a customer to share their opinion on their recent purchases
• Offer them a discount for a product they didn’t order

25. What term describes the way a company is perceived by the public?

• Company worth
• Brand
• Brand equity
• Financial worth

26. Imagine that a company invests in its marketing strategy but does not have a strong brand identity. What is the likely result?

• Customers will prefer the company to its competitors.
• Customers will remain loyal to the company.
• Customers will not seek out a company’s competitors.
• Customers will not remember who the company is.

27. What does Media Mix refer to?

• The combination of digital channels used to reach your goals and how you divide your budget among them.
• The stages of the marketing funnel and the goals you set for the duration of the campaign.
• The budget you have allocated to a marketing campaign and the goals you set for the duration of the campaign.
• The combination of internal and external marketing efforts and how you divide your budget among them.

28. Fill in the blank: Your business goals and your marketing goals need to be specific and _____.

• simple
• long term
• expensive
• measurable

29. Which of the following are examples of paid media? Select all that apply.

• Blog content
• Shopping ads
• Website content
• Video ads

30. How does paid search compare to search engine optimization (SEO)?

• Paid search produces results more slowly.
• Paid search produces results that last longer.
• Paid search produces results that decrease website traffic.
• Paid search produces results more quickly.

31. A social media manager decides when to post content and how often. They would like to regularly engage followers without posting too much.

Which one of the five pillars of social media marketing does this represent?

• Plan of action
• Paid social media
• Analytics and reporting
• Planning and publishing
• Listening to the audience

32. A brand wants to build and maintain relationships with new and existing customers. To do that, they send emails with relevant, helpful content to a list of existing subscribers. What is this strategy called?

• Paid search
• Email marketing
• Keyword research
• Social media marketing

33. Which of the following best describes brand equity?

• How a company is thought of by the public
• The number of customers that purchase a brand’s primary asset, like a product or service
• The value customers give to a brand’s offerings when compared with similar products from another brand
• How a company communicates its values and culture

34. Why is it important to know about brands and their values?

• It guides marketing and sales efforts.
• It improves your products.
• It promotes your services.
• It reduces costs.

35. Which of the following refers to a digital marketing strategy?

• Goals are not important.
• It starts with planning ad campaigns or social media outreach.
• It is usually a broad collaborative effort.
• It is usually done by one person.

36. What is a small, targeted objective that is specific to promotional activities?

• Marketing goal
• Business goal
• Customer goal
• Revenue goal

37. What can brands do to deliver an experience that feels specific to each individual?

• Address each recipient directly
• Match where the customers are in the marketing funnel
• Don’t follow up with potential customers
• Avoid sending birthday promotions

38. Fill in the blank: When brands _____ their lists, it makes it easier to build relationships with customers.

• spam
• spend less on
• ignore
• segment

39. Which of the following statements best describe how a company’s brand and marketing work together? Select all that apply.

• A company’s marketing strategy can help a business build its brand.
• A company’s marketing strategy defines its brand identity.
• A company’s brand identity changes with its marketing strategy.
• A company’s brand is the foundation for its marketing strategy.

40. Fill in the blank: When setting a digital marketing strategy, it's important to learn about your customers and _____ before picking your channels

• set meaningful goals
• manage customer relationships
• allocate a budget
• create marketing content

41. What is a marketing goal?

• A set of objectives that remain consistent in the long term
• A big, long-term aim that has the potential to affect an entire company
• A small, targeted objective that is specific to marketing activities
• A tactic that results in increased productivity for a business

42. A company that makes a software product wants to grow their customer base. Which of the following is a specific business goal for this company?

• We want to increase the number of customers that purchase our software, and we want to create year-over-year growth for our product in new markets.

• We want to increase our number of active customers by 25% over the next year. To do that, we will add three new features that make it easier for customers to access files on the cloud.

• We want to increase our company profits.
• We want to increase year-over-year revenue by selling more units of our software product to more customers in new market segments.

43. What is paid media?

• Positive digital exposure generated through personal or public recommendations.
• Any form of digital promotion a brand pays to put online
• Website content, blogs, and eBooks
• All the digital content a brand fully controls

44. Which of the following best describes how organic exposure from search engine optimization (SEO) compares to paid search?

• Organic exposure from SEO produces results more quickly than paid search.
• Organic exposure from SEO lasts for less time than paid search.
• Organic exposure from SEO lasts longer than paid search.
• Organic exposure from SEO promotes a website at the top of a search results page like paid search does.

45. What is the difference between email segmentation and personalization?

• Segmentation is sending emails to subscribers to share information about a brand; personalization is sending unwanted emails in bulk to a mass recipient list.
• Segmentation is dividing email subscriber groups based on criteria; personalization is customizing email content for individual subscribers.
• Personalization is sending emails to subscribers to share information about a brand; segmentation is sending unwanted emails in bulk to a mass recipient list.
• Personalization is dividing email subscriber groups based on criteria; segmentation is customizing email content for individual subscribers.

46. A brand decides to use email marketing as part of its digital marketing strategy. What will email marketing help this business do? Select all that apply.

• Create community
• Drive sales
• Analyze performance
• Share information

Week 4 – Measure performance success

Which of the following are characteristics of attribution? Select all that apply.

• Provides detailed information about what customers are thinking about before a purchase

• Determines touchpoints and keywords customers interact with before taking action

• Influences consumer decisions by creating touchpoints designed to increase sales

• Attributes success to specific marketing and sales efforts

1. Which of the following are examples of data? Select all that apply.

• A list of sales that resulted from a touchpoint
• Year-end sales revenue
• A recommendation for images to use in social media posts
• A company’s total number of social media followers

2. Imagine that a company wants to successfully launch a new product. Which of the following would provide useful information about customer behaviors that could help the company plan and refine an effective sales strategy?

• Performance marketing
• Brand marketing
• Data storytelling
• Narrative context

3. An entry-level digital marketer is working with data. They collect the data they need from an analytics tool and put it into a spreadsheet to make it easy to access and work with. Which way of working with data does this describe?

• Data analyzing
• Data reporting
• Data modeling
• Data pulling

4. What can performance marketing help a business do? Select all that apply.

• Support brand recognition
• Enhance brand credibility
• Determine if specific marketing goals have been achieved
• Refine marketing and sales strategies

5. How does attribution help businesses learn which touchpoints are most effective at getting customers to take action?

• Attribution establishes strong relationships with customers.
• Attribution measures how successful a business is in its effort to reach a marketing goal.
• Attribution determines which touchpoints are responsible for generating the leads, conversions, or sign-ups.
• Attribution uses touchpoints to convince customers to take action right before purchase.

6. Which of the following attribution models assigns equal credit to each touchpoint along the customer journey?

• Click attribution
• First-click attribution
• Data-driven attribution
• Linear attribution

7. How does a digital marketer use data storytelling?

• To present stakeholders with a new marketing strategy
• To introduce stakeholders to a new line of products designed to increase sales
• To explain data, engage an audience, and inform stakeholders on how to take action
• To provide stakeholders with year-end sales revenue

8. When crafting a narrative, digital marketers include compelling information about the data. They address what data insights mean, why they matter, and what can be done about them for stakeholders. What is the likely impact on stakeholders? Select all that apply.

• Stakeholders are unsure what action steps can be taken.
• Stakeholders remain engaged in the narrative.
• Stakeholders understand what actions can be taken from the data presented.
• Stakeholders make connections between the data presented and the visualizations that represent the data.

9. Imagine a digital marketer is preparing a data story to share with stakeholders. The story has three components: what its insights mean, why they matter to the audience, and what the audience can do about them.

What aspect of data storytelling does this describe?

• Narrative context
• Key performance indicators
• Visualizations
• Brand marketing

10. In data storytelling, how do visualizations help an audience understand what is happening in the narrative?

• Visualizations clarify trends and express relationships between data points.
• Visualizations describe why specific insights should matter to an audience.
• Visualizations detail the story of data.
• Visualizations detail what actions an audience can take regarding insights.

Shuffle Q/A

11. Fill in the blank: Information about a company’s total number of social media followers is an example of _____.

• marketing touchpoints
• Key performance indicators (KPIs)
• data
• visualization

12. Which of the following refers to performance marketing? Select all that apply.

• It includes performance metrics like number of impressions or cost per click on paid ads
• There are very few ways to measure performance
• It focuses on measurable results like clicks and conversions
• Customer behavior is not important

13. What is customer lifetime value?

• How much revenue is gained versus how much was spent
• A business’s total number of customers
• The process a customer follows to purchase
• The average revenue generated by customers over a certain period

14. Fill in the blank: In order to optimize a strategy, you need to know which _____ are influencing customer decisions the most.

• posts
• promotions
• touchpoints
• rules

15. Fill in the blank: The _____ of a data story should engage your audience by explaining what you learned, and how you can use that information to take action.

• length
• one component
• three main components
• speed

16. Fill in the blank: Appealing to your audience with a strong _____ can draw attention to your insights and encourage others to take action.

• case study
• call to action
• narrative
• graph

17. Which of the following are examples of data visualizations? Select all that apply.

• Illustrations
• Data points
• Graphs and charts
• Infographics

18. What aspect of marketing provides information and useful insight about customer behaviors and interactions that can help answer questions in a concrete way?

• Marketing strategies
• Marketing data
• Marketing impressions
• Marketing touchpoints

19. A marketer for a company organizes and summarizes data to track performance across marketing and sales efforts. What is this process called?

• Data pulling
• Data reporting
• Data storage
• ROAS

20. What refers to the average revenue generated by customers over a certain period of time?

• Linear attribution
• Budget attribution
• Customer lifetime value
• Return on ad spend (ROAS)

21. What do some of the best data stories allow?

• Complex concepts
• One perspective
• Multiple interpretations
• A space for discussion

22. What are data visualizations?

• Data points
• Pictures from a campaign
• A narrative that conveys the insights effectively
• A graphic representation of data that conveys information

23. What is data pulling?

• The process of examining data in order to draw conclusions, make predictions, and drive informed decision-making.
• The process of collecting data from analytics tools and putting it into a spreadsheet or database, making it easy to access and work with.
• A measurement used to gauge how successful a business is in its effort to reach a business or marketing goal.
• Organizing and summarizing data to track performance across marketing and sales efforts.

24. A software company spends $100 on an ad. They make $150 as a result of that ad. The revenue they gained is 150%. What is this performance metric called?

• Targets
• Clicks
• Customer lifetime value
• ROAS (return on ad spend)

25. Fill in the blank: The process of determining which content and channels are responsible for generating leads, conversions, or sign-ups is called _____.

• KPI
• data analytics
• data reporting
• attribution

26. Fill in the blank: _____ measures customer engagement with marketing content across channels to understand what is motivating customers to take action.

• Data-driven attribution
• Linear attribution
• Data attribution
• First-click attribution

27. Consider the following scenario:

A digital marketing team is analyzing recent sales data. They notice that customers are frequently engaging with a specific ad, but sales are low. They want to convince stakeholders to use a data-driven attribution model to understand why customers are not taking action.

What might the digital marketing team do to convince their stakeholders?

• Continue to monitor data, then provide stakeholders with year-end sales revenue
• Present stakeholders with a new marketing strategy
• Present stakeholders with a new line of products designed to increase sales
• Use data storytelling to share insights with stakeholders

28. A marketer is creating a data story and picks their data points and insights. What is the next step in creating a data story?

• Select which numbers to highlight
• Understand which questions to answer
• Create data visualizations
• Build a narrative that conveys the insights effectively

29. In data storytelling, how do visualizations help an audience understand what is happening in the narrative? Select all that apply.

• Visualizations focus the audience’s attention to the data presented by the narrative
• Visualizations clarify trends and express relationships between data points
• Visualizations add extra detail and complexity to the story of data
• Visualizations detail what actions an audience can take regarding insights

30. What is performance marketing?

• Calculating how much revenue is gained versus how much was spent on potential customers.
• Using digital marketing and sales tactics, campaigns, and strategies to affect customer behavior.
• Using concrete information about customer behaviors to plan and refine marketing and sales strategies.
• Calculating the average revenue generated by customers over a certain period of time.

31. What refers to how much revenue is gained versus how much was spent?

• Budget touchpoints
• Customer lifetime value
• Return on ad spend (ROAS)
• Linear budgeting

32. What does attribution help businesses do?

• Help businesses create better products for current, new, and potential customers
• Identify the last touchpoint in a customer journey to save time, money, and effort
• Increase the number of leads at the start, middle, and end of the campaign
• Make informed decisions about where to invest time, budget, and resources

33. Fill in the blank: The average customer encounters _____ on their purchase journey, and the path isn't always straightforward.

• six touchpoints
• no distractions
• few options
• one touchpoint

34. What do marketers use to convey insights to an audience through a clear and compelling narrative?

• Data storytelling
• Costumes and lighting
• Social media graphics
• Graphs

35. What will help you decide which data points to use in your data story?

• Understanding the questions you want to answer
• Creating a narrative first
• Creating a complex goal
• Knowing the number of people who will see your data story

36. What do businesses use marketing data for?

• To run campaigns on different platforms
• To measure how successful a business is in its effort to reach a business or marketing goal
• To provide a clear picture of the raw numbers
• To answer questions clearly by drawing on real customer behaviors and interactions

37. Fill in the blank: The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies is called _____.

• narrative context
• data storytelling
• brand marketing
• performance marketing
  
  
  
  
  
  
  
   
  
  
   
  
  
  

38. Which of the following are examples of attribution models? Select all that apply.

• First-click attribution
• Linear attribution
• Data-driven attribution
• Channel attribution

39. Data, a compelling narrative, and clear visualizations work together to engage audiences by explaining insights. What does this refer to?

• ROAS
• Data visualizations
• The three main components of a data story
• A social media campaign

40. What are the three characteristics of a well-structured narrative? Select all that apply.

• Intense
• Engaging
• Memorable
• Persuasive

41. A marketer creates charts and infographics as part of their data story. What is this component called?

• Data
• Story design
• Narrative
• Data visualization

Course 2 – Attract and Engage Customers with Digital Marketing

Week 1 – Introduction to attract and engage customers with digital marketing

As a digital marketer, you update the product page checkout button color after a successful A/B test. This strategy falls under which marketing funnel stage?

• Loyalty
  • Consideration
  • Awareness

• Conversion

A marketer plans to build interest in a new product. Which strategy will help them during the consideration stage?

• Ask customers to leave a positive review on social media
  • Create a rewards program and email customers about it
  • Offer a money-back guarantee or free trial

• Host a webinar to educate customers and promote the product

1. Which component of a customer persona represents what is preventing the customer from achieving their goal?

• Hobbies
• Barriers
• Skills
• Characteristics

2. Which strategies can collect research for customer personas? Select all that apply.

• Analyze web data
• Send out surveys
• Record previous personal experiences
• Conduct customer interviews

3. Consider the following customer persona:

Someone that would like to shop at a health-conscious grocery store, but is concerned about having time to cook meals after work.

What component of the customer persona is missing?

• Who
• Goal
• Cost
• Barrier

4. Which of the following statements is true regarding a marketing funnel?

• The marketing funnel is a framework that may be different depending on the business.
• There is only one type of marketing funnel.
• The marketing funnel helps decrease the conversion rate.
• The marketing funnel considers the seller’s journey.

5. Which of the following best describes the loyalty stage of the marketing funnel?

• The process to get a potential customer to take a desired action
• The process to build a potential customer’s interest in your product or service
• When customers become repeat customers and brand advocates
• When a potential customer first becomes aware of the product or service

6. Which statements best describe strategies and tactics? Select two.

• Tactics are actions taken to make the plan happen.
• Tactics support the plan to achieve the marketing goal and tend to be more general ideas.
• Strategies support the plan to achieve the marketing goal and tend to be more general ideas.
• Strategies are actions taken to make the plan happen.

7. As a digital marketer, you place ads on social media platforms to reach potential customers who are not familiar with your brand. This strategy falls under which marketing funnel stage?

• Consideration
• Loyalty
• Conversion
• Awareness

8. As a digital marketer, you provide customers with a free branded t-shirt and magnet for a first-time purchase. This strategy falls under which marketing funnel stage?

• Loyalty
• Awareness
• Conversion
• Consideration

9. As a digital marketer, you work on elements of the product page and checkout process that speed up the pages’ load time. This strategy falls under which marketing funnel stage?

• Conversion
• Awareness
• Consideration
• Loyalty

10. As a digital marketer, you promote recent customer testimonials on social media, the company website, and email list. You use the testimonials to build interest in potential customers. This strategy falls under which marketing funnel stage?

• Loyalty
• Conversion
• Consideration
• Awareness

Shuffle Q/A

11. When you create a customer persona, you want to identify your customer’s barriers. What does this refer to?

• The customer’s characteristics and demographics
• What the customer wants to achieve
• The pain points that prevent the customer from achieving their goal
• Who your customer is and what they are interested in

12. Which of the following is true regarding customer personas? Select all that apply.

• They are also called the buyer persona or marketing persona.
• They generally do not require customer research.
• You keep them readily available to reference when working on marketing materials.
• You typically only complete one persona per business.

13. Consider the following customer persona:

A 38-year-old woman who exercises regularly and does not think that she has enough time to cook meals after work.

What component of the customer persona is missing?

• Cost
• Barrier
• Goal
• Demographics

14. What are the four stages of the marketing funnel?

• Awareness, influence, conversion, loyalty
• Awareness, consideration, conversion, competition
• Awareness, consideration, conversion, sale
• Awareness, consideration, conversion, loyalty

15. Which of the following best describes a customer who is in the loyalty stage?

• They are learning about the product.
• They are comparing prices and asking for recommendations.
• They share how great the product is with family and friends.
• They want to know more about the product.

16. Fill in the blank: Strategies support the plan to achieve the marketing goal and tend to be general ideas. _____ are actions taken to make the plan happen.

• Methods
• Tactics
• Techniques
• Schemes

17. As a digital marketer, you focus on search engine optimization and creating content to reach potential customers not familiar with your brand. This strategy falls under which marketing funnel stage?

• Loyalty
• Conversion
• Consideration
• Awareness

18. Which of the following strategies helps to turn customers into loyal brand followers?

• Offer a money-back guarantee or free trial
• Encourage customers to leave a positive review
• Use search engine marketing to increase visibility
• Change the color of the purchase button

19. Which of the following strategies motivates a potential customer to make a purchase in the conversion stage?

• Recommend add-ons to the current product
• Create a loyalty program and email customers about it
• Ask customers to write a review and share a picture on social media
• Send follow-up emails to remind customers about abandoned carts

20. A marketer plans to build interest in a new product. Which strategy will help them during the consideration stage?

• Change the purchase button from “add to cart” to “buy now”
• Share customer testimonials on the website and social media
• Send follow-up emails about abandoned carts
• Ask customers to leave a positive review

21. Fill in the blank: _____ are information specific to the customer such as age, gender identity, family size, occupation, and location.

• Occupations
• Demographics
• Influences
• Skills

22. You’re creating a customer persona and you collect the following information:

A 45-year-old man who regularly watches movies online and does not think he has a wide enough selection of movies to choose from.

What question should you ask to complete this customer persona?

• What are the customer’s interests?
• What is the customer’s goal?
• What is the customer’s budget?
• What are the customer’s skills?

23. Which of the following best describes the conversion stage of the marketing funnel?

• When customers become repeat customers and brand advocates
• The process to build a potential customer’s interest in your product or service
• When a potential customer first becomes aware of the product or service
• The process to get a potential customer to take a desired action

24. Fill in the blank: Search engine marketing increases a website's visibility in a search engine through _____.

• partnerships
• photos, video, or text
• paid advertisement
• social media platforms

25. How does SEO help build awareness?

• It allows businesses to share posts with followers.
• It uses paid promotions to put businesses in front of their customers.
• It increases a website’s visibility to customers who don’t know the brand.
• It targets potential customers based on what videos they watch.

26. As a digital marketer, you implement a rewards program to incentivize customers to become repeat customers. This strategy falls under which marketing funnel stage?

• Conversion
• Consideration
• Loyalty
• Awareness

27. As a digital marketer, you pursue abandoned carts by sending follow up emails. This strategy falls under which marketing funnel stage?

• Loyalty
• Conversion
• Consideration
• Awareness

28. Which component of a customer persona represents what the customer wants to achieve?

• Goals
• Barriers
• Skills
• Characteristics

29. What is the first thing you should do when collecting information for your customer persona?

• Identify customer pain points
• Email customers asking them for information
• Visit social media
• Review customer data

30. You’re creating a customer persona and collect the following information:

A 45-year-old man who regularly watches movies online and would like a wider variety of movies to choose from.

What question should you ask to complete this customer persona?

• What is the customer’s budget?
• What is the customer’s goal?
• What are the customer’s interests?
• What prevents the customer from achieving their goal?

31. What is the correct order of the marketing funnel?

• Awareness, consideration, loyalty, conversion
• Awareness, consideration, conversion, loyalty
• Consideration, conversion, loyalty, awareness
• Consideration, awareness, conversion, loyalty

32. Fill in the blank: _____ support the plan to achieve the marketing goal and tend to be general ideas. Tactics are actions taken to make the plan happen.

• Schemes
• Techniques
• Strategies
• Methods

33. You want to include an influencer in your awareness strategy. Which strategy should you consider?

• Use display ads on websites your potential customers are visiting.
• Experiment with A/B tests and share it with your followers in video, photo, or text format.
• Encourage customers to add lifestyle photos to their product reviews.
• Pay someone to use your product and share their experience with their followers in video, photo, or text format.

34. Which of the following strategies helps to turn customers into loyal brand followers?

• Change the product or service page copy
• Pay an influencer to promote the business
• Create a rewards program
• Improve the checkout process

35. As a digital marketer, you create an automated email sequence for potential customers. The email sequence will go out to people who sign up through the website. The emails will provide more information about your products and a discount code for their first purchase. This strategy falls under which marketing funnel stage?

• Conversion
• Loyalty
• Awareness
• Consideration

36. Which component of a customer persona includes characteristics and demographics?

• Who
• Skills
• Barriers
• Goals

37. Consider the following customer persona:

Someone that wants to shop at a health-conscious grocery store, but does not think they have time to cook meals after work.

What component of the customer persona is missing?

• Demographic information
  • Goal
  • Barrier

• Cost

38. How does the marketing funnel help your marketing strategy?

• It points out gaps and helps you fix them.
• It reduces your budget.
• It increases brand awareness.
• It automatically corrects any mistakes.

39. Which of the following best describes a customer who is in the conversion stage?

• They don’t know anything about the product.
• They are learning about the product.
• They are aware that the product exists.
• They are ready to begin the online checkout process.

40. Which of the following are considered strategies or tactics to build brand awareness? Select all that apply.

• Display ads
• Social media advertising
• Free trials
• Search engine optimization

41. Which of the following strategies motivates a potential customer to make a purchase in the conversion stage?

• Send follow-up emails about the loyalty program
• Advertise on social media
• Change the purchase button from “add to cart” to “buy now”
• Share a downloadable e-book with customers

42. Which of the following refers to the marketing funnel?

• It shows how customers move from first learning about a business to purchasing something.
• The consideration stage is at the top of the funnel.
• It encourages businesses to focus on what drives sales at the bottom of the funnel.
• Every business uses the same marketing funnel to show the customer journey.

43. Which of the following best describes a customer who is in the consideration stage?

• They already know about the product, and they want to learn more.
• They post positive reviews about the product online.
• They share how great the product is with friends on social media.
• They don’t know anything about the product.

44. As a digital marketer, you advertise with online influencers who have audiences that are not familiar with your brand. This strategy falls under which marketing funnel stage?

• Awareness
• Loyalty
• Conversion
• Consideration

45. Which of the following strategies motivates a potential customer to make a purchase in the conversion stage?

• Add a chatbot to the website to answer questions
• Share a downloadable e-book with customers
• Comment and tag customers on social media
• Rewrite the homepage of the website

46. What do demographics refer to?

• Barriers that prevent the customer from achieving their goal
• Goals a customer wants to achieve
• Customer information such as age and occupation
• Surveys sent to customers

Week 2 – Understand search engine optimization (SEO)

One of the pre-SEO factors to consider is “knowing your competitors well.” What does this include?

• Prioritize and consider what the searcher needs from their query instead of what is already in the search results
  • Understand the people reading and experiencing your content

• Create better content than your competition by studying what they’ve created

• Set clear goals for the organization

Which of the following statements regarding keywords is true?

• Tools may help you in the keyword research process.

• Keyword research is done after creating content.
• There is one preferred way to do keyword research.
• Keyword stuffing provides a positive user experience and typically benefits a website’s ranking.

1. After finding the location of a new page or new page content, the Google search engine stores it in an online record. This represents which main process of a search engine?

• Indexing
• Serving
• Arranging
• Crawling

2. What automated software helps locate information to answer a user’s query?

• Search finder
• Discovery algorithm
• Discovery finder
• Search algorithm

3. To rank search listings, the Google algorithm tries to understand the words typed in a search bar. It also tries to understand the general intent behind the search. This represents which results key factor?

• Meaning of the query

• Usability of webpages
• Relevancy of webpages
• Quality of the content

4. Which search engine results pages (SERPs) feature displays a special box with information intended to help the searcher more easily discover what they are seeking?

• Local results
• Videos
• Rich results
• Featured snippet

5. As a marketer specializing in search engine optimization, you ensure that a website is well-organized and that it is easily crawled by search engines. This represents which SEO task?

• Organizing a website’s structure
• Technical website development
• Content development
• Keyword research

6. Which pre-SEO work includes understanding the intent of people who read and experience the website’s content?

• Know the customers well
• Brainstorm content for people first
• Know your website or organization’s goals
• Know your competitors well

7. Which of the following statements regarding keywords is true?

• The keyword research process varies depending on the organization you work for.
• Tools are a distraction to the keyword research process.
• Keyword stuffing provides a positive user experience and typically benefits a website’s ranking.
• Keyword research is done after creating content.

8.Which of the following is true regarding a website’s structure and navigation?

• A website’s hierarchical structure should generally be flat.
• Whenever possible, use http:// and not https:// when creating new webpages.
• It is best to have several pages that are not internally linked.
• A higher bounce rate typically leads to more conversions.

9. As a digital marketer optimizing a website, you add a row of internal links at the top or bottom of the page. These links allow visitors to quickly navigate back to a previous section or the homepage. What is the name for these links?

• Subpage links
• Breadcrumbs
• Crawl page links
• Subcategories

10. What code is used to better describe a webpage’s content to search engines?

• Crawl data
• Structured data
• Meta description data
• Breadcrumb data

Shuffle Q/A

11. One of the main processes of the Google search engine is serving. What does this refer to?

• Websites and platforms use different algorithms to decide what to show users
• The Google search algorithm sorts through billions of webpages to deliver the most relevant content for a user’s search
• The Google search algorithm sorts through a few webpages to find the most popular content for the user’s search
• The process of finding new and updated webpages

12. Which of the following does the algorithm consider when ranking a webpage for a search?

• What’s on a website and information on other websites
• How well-known a business is compared to competitors
• How old the website is
• How many ads a business posts

13. To rank search listings, the Google algorithm reviews the user experience of a webpage, such as the load speed and if it is mobile friendly. This represents which results key factor?

• Usability of webpages
• Relevancy of webpages
• Context and settings
• Meaning of the query

14. As a marketer specializing in search engine optimization, you resolve hosting issues, manage webpage redirects, and edit JavaScript. This represents which SEO task?

• Technical website development
• Keyword research
• Organizing a website’s structure
• Content development

15. One of the pre-SEO factors to consider is “brainstorming content for people first.” What does this include?

• Create better content than your competition by studying what they’ve created and what is available in search results
• Prioritize what the searcher needs from their query instead of what is in the search results
• Understand the people who are reading and experiencing your content
• Set clear goals for the organization

16. Which of the following statements regarding keywords is true?

• There is one preferred way to do keyword research.
• Keyword stuffing results in a negative user experience and can harm a website’s ranking.
• Tools are a distraction to the keyword research process.
• Keyword research is done after creating content.

17. Which of the following refers to good website structure and navigation? Select all that apply.

• Every page should only be three, maybe four clicks from the homepage.
• It is easy to use.
• The hierarchy should be flat.
• It has a high bounce rate.

18. Fill in the blank: Every website has a _____, also known as the root page.

• shop page
• contact page
• home page
• services page

19. One of the main processes of the Google search engine is crawling. What does this refer to?

• Websites and platforms use different algorithms to decide what to show users
• Google returns results that meet the user’s needs
• The process of finding old webpages
• The process of finding new and updated webpages

20. What best describes a search algorithm?

• Semi-automated software that crawls the Internet for new data.
• Automated software that helps locate information to answer a user’s query.
• Automated software that requires users to discover information through categories.
• Manual software that requires users to locate information in the search engine.

21. What do rich results display on search engine results pages (SERPs)?

• Videos at the top, middle, or bottom of the search results
• Additional product information showing search results, such as its review rating, price, and availability
• A map and listings of local businesses
• A special box that displays information about a search on the results page

22. Fill in the blank: Keyword _____ results in a negative user experience and can harm a website's ranking.

• tools
• stuffing
• research
• selection

23. Which of the following are URL best practices? Select all that apply.

• Update URLs to avoid broken links
• Make URLs as long as possible
• Create useful 404 pages
• Make URLs easy to understand

24. What file provides information about the pages, videos, and other files on your site, and the relationship between them?

• Structured data
• Sitemap
• Meta description
• 404-map

25. Which search engine results pages (SERPs) feature displays a map and has listings of nearby businesses?

• Featured snippet
• Video
• Rich results
• Local results

26. As a marketer specializing in search engine optimization, you create articles with text, photos, and videos that satisfy searcher intent. This represents which SEO task?

• Technical website development
• Keyword research
• Organizing a website’s structure
• Content development

27. What keyword practice does Google's SEO quality guidelines recommend should be avoided?

• Keyword stuffing
• Keyword selection
• Using keyword tools
• Keyword research

28. Fill in the blank: Whenever possible, use _____ when creating new webpages.

• http:// and not https:///
• https:// and not http://
• few recognizable words
• a long URL

29. What provides search engines a summary of what a page is about?

• URL
• Keyword
• Meta description
• 404 page

30. One of the main processes of the Google search engine is indexing. What does this refer to?

• Google stores web content with its location (the URL for each webpage)
• Websites and platforms use different algorithms to decide what to show users
• The Google search engine delivers relevant content for a user’s query
• Google stores web content with its number of visitors

31. The search algorithm considers the meaning of a user’s search when ranking websites. What does this refer to?

• The algorithm considers how easy the content is for a user to view and understand—in other words, if it is user friendly
• The algorithm determines what content is relevant to the search based on the user’s keywords
• The algorithm needs to establish what the user wants to find—in other words, the intent behind the query
• The algorithm determines if popular websites link to or refer to the content on the website

32. Content development is a task involved with search engine optimization. What does this task include?

• Finding terms and phrases that potential customers are typing into search engines
• Tasks that ensure a website is well-organized and that it is easily crawled by search engines
• Tasks related to hosting, webpage redirects, error pages, or use of JavaScript
• Creating content such as text, videos, and photos that address the user’s search intent

33. Which pre-SEO work requires creating webpage content for searchers’ needs and not just replicating content that is already successful in the SERPs?

• Know your competitors well
• Know your website or organization’s goals
• Brainstorm content for people first
• Know your customers well

34. Fill in the blank: Website structure and navigation should include a consistent and readable _____.

• contact page
• business address
• URL structure
• business name

35. Fill in the blank: Visitors should be able to tell where a link will take them when they click on the _____.

• home page
• social media icons
• URL
• menu bar

36. What page informs the user that the webpage they were trying to visit does not exist?

• 404 page
• Bounce page
• Sitemap page
• Broken page

37. What is the purpose of the search algorithm?

• To promote specific webpages over others
• To gather customer information
• To encourage more searches
• To deliver the best results for a search

38. What do local results display on search engine results pages (SERPs)?

• A map and listings of local businesses
• Videos at the top, middle, or bottom of the search results
• A special box that displays information about a search on the results page
• Product information showing search results, such as its review rating, price, and availability

39. Technical website development is a task involved with search engine optimization. What does this task include?

• Tasks that ensure a website is well-organized and that it is easily crawled by search engines
• Creating content such as text, videos, and photos that address the user’s search intent
• Tasks related to hosting, webpage redirects, error pages, or use of JavaScript
• Finding terms and phrases that potential customers are typing into search engines

40. Fill in the blank: The Google search algorithm sorts through _____ to deliver the most relevant content for a given search.

• recently created webpages
• social media pages
• a few webpages
• billions of webpages

41. The search algorithm considers the quality of a website’s content. What does this refer to?

• If prominent websites link or refer to the content

• If a keyword matches the searcher’s query
• How easy the content is to interact with
• What the user wants to find on the website

42. What is an example of keyword stuffing?

• Adding keywords to your home page
• Using an appropriate amount of keywords that a webpage is trying to rank for
• Knowing the search terms of your potential customers
• Blocks of text that lists cities and states that a webpage is trying to rank for

43. Which of the following is true regarding a website’s structure and navigation?

• A higher bounce rate typically leads to more conversions.
• It is best to have several pages that are not internally linked.
• Whenever possible, use http:// and not https:// when creating new webpages.
• You should have a consistent and readable URL structure.

44. What are breadcrumbs on a website?

• A row of internal links at the top or bottom of the page that allows visitors to quickly navigate to a previous section or the homepage
• A row of internal links at the top or bottom of the page that allows visitors to navigate to different websites
• Simple and descriptive URLs
• A tool that makes it easy for visitors to understand what they’ll find when they visit that page

45. What is a webpage’s position in the search engine results pages (SERPs) called?

• Bounce rate
• Domain
• Rank
• Index

Week 3 – Apply search engine optimization (SEO)

How can a marketer optimize a company’s website to build customers’ trust?

• Link website content to as many external websites as possible to increase traffic
  • Repurpose old content that visitors enjoy and are familiar with
  • Identify what keywords visitors are searching for and implement keyword stuffing

• Provide clear customer service information that helps visitors solve their problems

As a digital marketer, you are reviewing image content on your company’s website. You notice that several of the images are an original version with a large file size. Which of the following image best practices is this likely not following?

• Provide accessible colors

• Optimize for speed

• Use descriptive alt text
• Include descriptive titles, captions, and filenames

Which of the following is a webpage title element recommendation?

• Title elements should be a few sentences long.
  • Title elements should accurately describe the entire website.

• Every page should have a unique title element.

• Title elements should use the same keyword at least twice.

What recommendation will help a digital marketer write effective meta descriptions?

• Every web page should have a unique meta description relevant to the page content

• Meta descriptions should share different information than on the page content
• Every second web page requires a meta description
• Meta descriptions should typically be no longer than a few words or a phrase

Which of the following is true about the Overview page on Search Console?

• It focuses on SEO-related metrics such as impressions and clicks.

• It shows a summary of a site's health, including any security issues.

• It focuses on the index status for all pages and why they were not indexed.
• It helps users understand which web pages receive the most links.

1. As a digital marketer creating a webpage, you create content that visitors find engaging. The visitors then share and direct other visitors to the website. This represents which site optimization recommendation?

• Make the website useful and interesting.
• Make expertise and authoritativeness clear.
• Provide an appropriate amount of content for your subject.
• Act in a way that cultivates user trust.

2. Which of the following are recommended ways to promote your website and attract backlinks? Select all that apply.

• Pay for backlinks on popular industry websites.
• Share quality content on social media.
• Publish blog posts about new content or new services you offer.
• Connect with online communities related to your site, such as forums and social media groups.

3. Which of the following is true regarding images on a website?

• The Google algorithm reviews the caption but not the filename.
• A descriptive page title helps Google understand the photo’s context.
• Keyword stuffing alt text is recommended.
• The size of the image is irrelevant.

4. Which of the following is a webpage title element recommendation?

• The title element should be brief, but descriptive.
• Title elements should accurately describe the entire website.
• Only a few pages should have a unique title element.
• Title elements should use the same keyword at least twice.

5. Fill in the blank: The _____ provides the search engine a summary of what a webpage is about.

• meta keyword
• meta description
• title description
• meta title

6. Which of the following best describes structured data?

• Enhanced elements in Google search with extra visual or interactive features.
• A type of code used for rich results
• A test to ensure there are no mistakes with the markup
• Code used to better describe a webpage’s content to search engines

7. Which of the following is true regarding sitemaps?

• It is particularly important to submit a sitemap if the website is under 100 pages.
• It is a best practice to submit a sitemap to improve the crawling process.
• Sitemaps are primarily submitted for visitor ease-of-use and not for search engines.
• Popular website platforms typically do not create and submit a sitemap automatically.

8. What is the first step you need to take when setting up Google Search Console?

• Submit a sitemap
• Review any mobile usability errors
• Ensure Google can find and read your pages
• Add and verify website ownership

9.What Search Console report indicates if certain webpages are not compliant with webmaster quality guidelines?

• Web Search Performance report
• Coverage report
• Security Issues report
• Manual Action report

10.As a digital marketer managing a website, you would like to prevent a webpage on your site from appearing in Google Search. What Search Console tool could provide a temporary fix?

• Submit sitemaps tool
• URL Inspection tool
• Removals tool
• Change of address tool

Shuffle Q/A

11. What are some benefits of good anchor text? Select all that apply.

• Helps Google place a manual action on the webpage
• Helps Google understand what the page you are linking to is about
• Helps visitors with a visual impairment understand the link
• Helps visitors navigate the website

12. Why should a digital marketer avoid keyword stuffing when writing alt text for website images?

• Images with keywords are often positioned in the wrong place on a page away from relevant text.
• It can cause a negative user experience, and Google Search may recognize the site as spam.
• Images largely contribute to overall page size, which can make pages load slowly.
• It can cause images to load incorrectly on computers, tablets, and mobile devices.

13. Why should a digital marketer keep web page titles brief but descriptive?

• When a title is too long or considered less relevant, only some text may appear in search results
• Search engines determine which titles and descriptions to display in search results
• Effective titles with a few repeated keywords perform better in search results
• If page titles are repeated on more than one web page, the website performs better in search results

14. Which of the following are meta description recommendations? Select all that apply.

• Add a meta description to every page.
• Limit the meta description to one sentence.
• Use the meta description to accurately summarize the page content.
• Use unique meta descriptions for each page.

15. What file provides information about the pages, videos, and other files on a website, and the relationships between them?

• Snippet
• Sitemap
• Schema
• Index

16. What does the removals tool in Search Console enable a digital marketer to do?

• Automatically create a sitemap and make it available to search engines
• Migrate Google Search results from an old website to a new website
• Temporarily block pages from Google Search results and manage SafeSearch filtering
• Learn detailed crawl, index, and serving information about the website’s pages

17. Which of the following are recommendations for anchor text? Select all that apply.

• Craft it in a few words or a short phrase
• Include a keyword at least twice
• Make it descriptive of the page it is linking to
• Use formatting that makes it stand out from regular text

18. A digital marketer aims to increase a website’s visibility by optimizing the images for speed. What should they remember when uploading these images to the website?

• Search engines automatically generate a title and snippet to describe an image
• Keyword stuffing will help search engines understand the subject of an image
• When uploading an image, resize it to the correct size without losing its quality
• Position an image prominently on the page away from relevant text

19. Which of the following is a webpage title element recommendation?

• Title elements should be a few sentences long.
• Title elements should accurately describe the page topic.
• Title elements should use the same keyword at least twice.
• Only a few pages should have a unique title element.

20. Which initial Search Console step includes a report that breaks down the traffic by queries, pages, and countries?

• Monitor your site’s performance
• Ensure Google can find and read your pages
• Review any mobile usability errors
• Add and verify website ownership

21. What information does the Links report share about a company’s website?

• If the website tried to manipulate the search index with keyword stuffing
• Why certain pages on the website could or could not be indexed or crawled
• Spikes in errors or drops in index counts that identify crawling problems
• Which websites link to theirs, what the link text is, and what their top-linked pages are

22. As a digital marketer creating a webpage, you collaborate with someone who is knowledgeable in the topic you are writing about. You list them publicly as a co-contributor. This represents which website optimization recommendation?

• Know what visitors want and give it to them.
• Provide an appropriate amount of content for your subject.
• Make expertise and authoritativeness clear.
• Make the website useful and interesting.

23. Which of the following is true about web page meta descriptions?

• There is no minimum or maximum length for a meta description, but it should include all the relevant information a searcher needs.
• Search engines do not include duplicate meta descriptions in search results pages even if they are relevant.
• Meta descriptions should be created manually for small or large websites and cannot be generated automatically.
• Using duplicate meta descriptions instead of unique descriptions may cause search engines to delete the website.

24. What is one difference between rich results and structured data?

• Rich results display as schema
• Structured data appears in the SERPs
• Structured data appears as schema
• Rich results appear in the SERPs

25. Fill in the blank: The _____ provides information about the pages, videos, and other files on a website, and the relationship between them.

• snippet
• sitemap
• schema
• index

26. As a digital marketer managing a website, you would like detailed crawl, index, and serving information about your pages. This information comes directly from the Google index. Which Search Console tool would you use to gather this information?

• Change of address tool
• URL Inspection tool
• Removals tool
• Submit sitemaps tool

27. What best practices can help a business promote its website and attract backlinks?

• Feature helpful articles, such as buying guides, in email marketing
• Use lengthy anchor text for search engines
• Rely on the number of links and not the quality of the links
• Buy and sell high-quality links to the website

28. As a digital marketer, you’re reviewing image content on your company’s website. On one of the images you notice the following alt text: best smoothie banana smoothie buy smoothie strawberry smoothie healthy smoothie. This alt text represents which concept to avoid?

• Alt text keyword stuffing
• Alt text ranking strategy
• Perfect keyword analysis
• Keyword ranking strategy

29. Which of the following is a webpage title element recommendation?

• Title elements should use the same keyword at least twice.
• Only a few pages should have a unique title element.
• Title elements should accurately describe the page topic.
• Title elements should be a few sentences long.

30. When creating meta descriptions, which of the following recommendations should you consider?

• Every meta description should be one sentence
• Every second page requires a unique meta description
• Every web page should use a similar meta description
• Every web page should have a unique meta description

31. What Search Console report shows the index status for all the pages in a website?

• Security Issues report
• Coverage report
• Manual Actions report
• Web Search Performance report

32. What does the URL inspection tool in Search Console provide a user?

• Code that informs search engines not to index a page until it is inspected
• Solutions to temporarily block several pages from Google Search results
• Detailed crawl, index, and serving information about pages directly from the Google index
• Detailed files that share information about a website’s pages, videos, and other files

33. Which practice should a digital marketer follow when creating anchor text?

• Use anchor text that provides a basic idea of what the page linked to is about
• Use generic anchor text like “page,” “article,” or “click here”
• Use longer anchor text specifically for search engines to improve SEO
• Use anchor text to link entire paragraphs or long sentences instead of a few words

34. What website element provides the search engine a summary of what the website is about?

• Meta keyword
• Title description
• Meta title
• Meta description

35. Why should you consider creating a sitemap for a large website with over 500 pages?

• It helps search engines crawl the website more efficiently and find important pages
• It provides information on a range of different website metrics and reports
• It verifies the owner of the website and the data on each web page
• It identifies any issues that might affect the user’s experience while browsing the website

36. As a digital marketer creating a webpage, you start with keyword research to better understand the visitor. Then you create fresh and unique content tailored to your visitors. This represents which website optimization recommendation?

• Provide an appropriate amount of content for your subject.
• Act in a way that cultivates user trust.
• Know what visitors want and give it to them.
• Make expertise and authoritativeness clear.

37. What are some benefits of good anchor text? Select all that apply.

• Helps visitors navigate the website
• Helps Google understand what the page you are linking to is about
• Helps visitors with a visual impairment understand the link
• Helps Google place a manual action on the webpage

38. What recommendation will help a marketer create effective web page titles?

• A page title should repeat relevant keywords.
• A page title should be used for more than one web page.
• A page title should relate to the content on the page.
• A page title should be long and descriptive.

39. What does adding structured data markup to an e-commerce web page help Google Search do?

• Guarantee the web page will appear in search results for all types of searches
• Understand the page features and display content effectively in search results
• Identify any fake or irrelevant data and either remove or correct it
• Display pages with invalid markup lower in search results pages

40. When using Google Search Console, you will receive an email if an unusual event occurs. What is an example of such an unusual event?

• New content has been added to the website
• Google has difficulties crawling the website
• Google has indexed the website
• A decrease in the click count on the website

41. Why would a website receive a Manual Action report?

• The website has a low position in the SERPs, which means it will not receive many clicks.
• The website is linked to by spammy websites, which cause computer viruses.
• The website contains keyword stuffing, which is against Google’s quality guidelines.
• The website was hacked, which could potentially harm a visitor.

Week 4 – Search engine marketing (SEM) and display advertising

You are setting up a search engine marketing ad for an e-commerce businesses and would like to include information about a specific product. Which extension should you choose?

• Price extension

• Location extension
• Call extension
• Page extension

Which of the following is true about a campaign budget? Select all that apply.

• You can change it at any time

• It sets the maximum amount you will spend

• Google Ads will automatically optimize your campaign spend
• You will reach your daily budget every day

As a digital marketer, you may create ads. Which of the following refers to uploaded display ads?

• Google provides all design resources to create the ad according to a specific format
  • Google uploads the content, such as images, headlines, logos, videos, and descriptions

• You will have to create the ad graphic, meet the required specifications, and then upload the ad

• You have less control over the ad’s appearance, but it is easier than creating the ad yourself

Fill in the blank: Ad _____ are the text, videos, and images that appear alongside Google search results.

• keywords
  • budgets
  • bids

• formats

1. Where do search engine marketing (SEM) ads typically appear?

• On the top and bottom of search results pages
• On informational websites
• On email platforms
• On social media feeds

2. Which of the following statements regarding search engine marketing is true?

• You have control over which landing page you send the searcher to.
• It is difficult to learn which ads are driving sales.
• An algorithm determines what landing page to send the searcher to.
• It will take months to appear on the search results pages.

3. You can learn when ads are driving sales.

• Displays information that highlights a specific aspect of a product or service
• Enables customers to find a local business and pull it up in Google Maps
• Provides the option to call a business by clicking on its ad
• Serves additional website links that may be helpful to the searcher

4. As a digital marketer creating a Google Ad, you have to determine what to achieve with the ad, such as more sales, leads, website traffic, or store visits. This describes which Google Ad setup step?

• Choose your bidding strategy
• Set up conversions
• Define your campaign goal
• Select your targeting

5. You are setting up keyword matching for “tennis shoes.” Your ad also shows for keywords such as “shoes for tennis,” “buy tennis shoes on sale,” and “red tennis shoes.” This represents which keyword match type?

• Similar match
• Broad match
• Exact match
• Phrase match

6.Which of the following statements regarding the Ad Rank factors are true?

• The lower the bid, the higher the ad may show in the SERPs.
• Ad extensions are an Ad Rank factor.
• There are only three ad rank factors.
• Google does not factor in the landing page quality.

7. Which of the following is a Google Ad best practice?

• Always use the website homepage as the landing page.
• Add generic sales language, such as “call us today.”
• Include as many keywords in the headlines as possible.
• Implement all ad extensions that make sense.

8. Which of the following is true of responsive display ads?

• They typically take more time to create.
• They have content optimized by Google Ads software.
• They cannot include videos.
• They show on fewer websites because the audience is more focused.

9. Which of the following are responsive display ad best practices? Select all that apply.

• Create unique and effective ad copy
• Upload the recommended number of assets
• Ensure the landing page keeps the customer experience cohesive
• Rotate in new display ads once a year

10. Fill in the blank: Ad _____ are a collection of similar ads, keywords, and bids that digital marketers use to organize Google Ads by a common theme.

• campaigns
• groups
• formats
• batches

Shuffle Q/A

11. What is a type of advertising model that allows businesses to pay only when someone takes an action on their ad?

• Pay-per-click (PPC)
• Cost-per-impression (CPM)
• Conversion rate advertising
• Revenue sharing

12. As a digital marketer for an e-commerce business, you create an ad that links directly to their product page. What ad extension is this?

• Call extension
• Structured snippet extension
• Sitelink extension
• Price extension

13. As a digital marketer managing Google Ads, you track and determine if potential customers are becoming paying customers. This describes which Google Ad setup step?

• Set up conversions
• Select your targeting
• Define your campaign goal
• Choose your bidding strategy

14. Which of the following refers to the broad keyword match type?

• It shows on searches that have the same meaning or same intent as a keyword
• It shows your ads on phrases that relate to your keyword and may not include the keyword itself
• It includes the meaning of your keyword and is more flexible than the exact match type
• It gives you total control over who sees your ad and is more flexible than exact match type

15. Consider the following statement:

Google rates the relevance of your ads and landing page to a query and how likely a user is to click your ad.

What does this refer to?

• Ad quality factors
• Ad Rank factors
• Ad position status
• Keyword match types

16. When would marketers choose uploaded display ads instead of responsive display ads?

• They are not familiar with the different ad sizes
• They prefer that Google creates the ad
• They do not have the design resources to create the ad
• They have a specific vision for their ad design

17. To drive the best results, how many elements does Google recommend uploading for responsive display ads?

• 5 headlines, 5 images, and 5 descriptions
• 2 headlines, 2 images, and 2 descriptions
• 20 headlines, 20 images, and 20 descriptions
• 5 headlines, 10 images, and 15 descriptions

18. A marketer posts an ad that quickly appears in the search results pages. What does this refer to?

• An advantage of advertising pay models
• An advantage of search engine marketing
• An advantage of Pay-per-click (PPC)
• An advantage of search engine optimization

19. A business hasn't built up enough authority or reputation to receive traffic for certain search terms in the search listings. Which benefit of search engine marketing addresses this need?

• It helps you reach customers who are likely to buy from your company
• An algorithm to determine which landing page the searcher will go to
• You can quickly appear in the search results pages
• You can learn which of your ads are driving sales

20. As a digital marketer setting up a search engine marketing ad, you display information that highlights a specific aspect of a product. What is the term for this format?

• Call extension
• Price extension
• Sitelink extension
• Structured snippet extension

21. As a digital marketer, your first step in creating a Google ad is to define your campaign goal. Which question will help to determine this?

• What do you want to achieve with the ad?
• What is the headline for the ad?
• Where do you want the ad to appear?
• What is your budget?

22. You are setting up keyword matching for “low-carb diet plan.” Your ad also displays for less targeted keywords such as “carb-free foods,” “low-carb diets,” and “low calorie recipes.”

What keyword match type is this?

• Broad match
• Narrow match
• Similar match
• Exact match

23. Which statement regarding Ad Rank factors is true?

• Ad extensions have no impact on Ad Rank.
• Google assesses the quality and relevance of a landing page to a query.
• There are only three Ad Rank factors.
• The lower the bid, the higher the ad may show in the SERPs.

24. Which of the following is a Google Ad best practice?

• Add generic sales language, such as “call us today.”
• Include at least one keyword in the headlines.
• Avoid adding more than one ad extension.
• Always use the website homepage as the landing page.

25. Which of the following is true of responsive display ads?

• They typically take more time to create.
• They can include videos.
• They are optimized manually by the digital marketer.
• They show on fewer websites because the audience is more focused.

26. To create unique and effective copy for a responsive display ad, what should the headline communicate?

• A different message to the landing page copy
• The brand or product’s importance according to the marketers
• A long description and a sense of urgency
• The brand or product’s value in an interesting and useful way

27. Which of the following statements regarding search engine marketing is true?

• An algorithm determines which landing page the searcher will go to.
• Graphical ads are shown to anyone who makes a search related to the business.
• You can quickly appear in the search results pages.
• It is difficult to learn which ads are driving sales.

28. As a digital marketer setting up an SEM ad, you include information about the business such as additional website links, a phone number, and an address. What is the term for this additional information?

• Ad feature
• Ad extension
• Information extension
• Information feature

29. Which statement regarding Ad Rank factors is true?

• You should avoid using extensions.
• The higher the bid, the higher the ad may show in the SERPs.
• There are only two factors to consider
• Google does not factor in the landing page quality.

30. As a digital marketer, you will consider several best practices when creating effective ads. Which of the following is a Google ad best practice?

• Include generic sales language, such as “call us today” or ““sign up today”
• Always use the website homepage as the landing page for ads
• Use all ad extensions, whether they are relevant or not
• Use relatable calls to action, such as “book your dream vacation”

31. As a digital marketer, you may create ads. Which of the following refers to responsive display ads?

• You require all design resources and the time to create the ad according to a specific format
• You use Google to upload the content, such as images, headlines, logos, videos, and descriptions
• You have less control over the ad’s appearance, but it is easier than creating the ad yourself
• You have total control and are required to generate ad combinations for website and apps

32. To ensure a cohesive customer experience for a responsive display ad, what best practice should the landing page follow?

• The messaging on the landing page should be different to the messaging on the ad
• The use of new ads prevent potential customers from developing ad fatigue
• The messaging on the landing page should match the messaging on the ad
• The headline should be clear and effective without the support of a description

33. Fill in the blank: The amount you are willing to spend each time a potential customer clicks your ad or calls you is known as a(n) _____.

• bid
• campaign
• ad format
• average daily budget

34. A marketer only pays when someone takes action on their ad. What type of advertising model is this?

• Pay-per-click (PPC)
• Conversion rate advertising
• Cost-per-impression (CPM)
• Revenue sharing

35. Which of the following refers to the exact keyword match type?

• It includes the meaning of your keyword and is more flexible than the broad match type
• It may not include the keyword itself and shows your ads to related keywords
• It may show your ads on searches that have the same meaning or intent as the keyword
• It shows your ads on phrases that relate to your keyword and may not include the keyword itself

36. Consider the following statement:

The more you're willing to pay, the higher it may show in the SERPs.

What does this refer to?

• Ad Rank factors
• Ad position status
• Keyword match types
• Ad quality factors

37. As a digital marketer, you will consider several best practices when creating effective ads. Which of the following is a Google Ad best practice?

• Use the website homepage as the landing page to attract more customers
• Use relevant ad extensions to provide additional information about the business
• The keywords and copy on your landing page should be unrelated
• Include at least one of the keywords in your ad group to target your audience

38. Fill in the blank: _____ is a type of advertising model that allows businesses to pay only when someone takes an action on their ad.

• Pay-per-click (PPC)
• Conversion rate advertising
• Revenue sharing
• Cost-per-impression (CPM)

39. Which of the following statements regarding search engine marketing is true?

• It will take months to appear on the search results pages
• You will reach unlikely customers
• You cannot control where you send the searchers
• You can learn which ads are driving sales

40. Which of the following best describes the structured snippet extension?

• Provides the option to call a business by clicking on its ad
• Serves additional website links that may be helpful to the searcher
• Enables customers to find a local business and pull it up in Google Maps
• Displays information that highlights a specific aspect of a product or service

41. As a digital marketer creating a Google Ad, you indicate the amount you want to spend over the course of a month by setting a daily sum. This describes which Google Ad setup step?

• Select your targeting
• Set up conversions
• Choose your bidding strategy
• Set your budget

42. What does an average daily budget indicate?

• The amount you are willing to spend each time a potential customer clicks your ad
• The words or phrases describing the product or service that you choose
• The amount you are comfortable spending each day over the month
• The way to organize and target ads into themed groups of keywords

43. What does Pay-per-click (PPC) allow businesses to do?

• Increase its visibility on search engine results pages
• Build authority or reputation and receive more traffic
• Pay only when someone takes action on its ad
• Pay based on how many times someone experiences an ad

44. A marketer is interested to learn which content is performing well and which can be improved. How does search engine marketing enable them to do this?

• It gives them the control over which page displays in the search engine for a given search
• It allows them to drive traffic to specific webpages on a website to collect data and learn which ads are driving sales
• It allows them to quickly appear in the search results pages and build enough authority or reputation to receive traffic
• It allows them to have a website, app, or product display in the SERPs when someone types in a certain searches

45. Which of the following are responsive display ad image tips? Select all that apply.

• Add a logo, text, or button overlay
• Make the product the focus of the image
• Ensure the background suits the product
• Use images with a strong visual focus

Course 3 – From Likes to Leads: Interact with Customers Online

Week 1 – Introduction to from likes to leads: interact with customers online

Which of the following are core pillars of social media marketing? Select all that apply.

• Analytics and reporting

• Listening and engagement

• Sales and advertising

• Planning and publishing

A customer creates the following social media post:

“Exceptional quality and customer service with a smile! I would highly recommend @thebusiness”

What is this customer’s review an example of?

• Owned media
  • Customer media

• Earned media

• Paid media

1. What enables companies to connect with their customers in order to help customers better understand their brand?

• Customer awareness marketing
• Virtual marketing
• E-commerce marketing
• Social media marketing

2. Fill in the blank: A benefit of social media marketing is that it is _____ as most social networking platforms allow you to sign up and create a profile for free.

• referral driven
• cost effective
• audience focused
• incentive based

3. Why is it beneficial for a company to learn about their target audience’s likes, dislikes, and interests through social media?

• It can help to predict necessary budget cuts.
• D: It can help to enhance the exclusivity of an advertising plan in order to focus on a higher end customer base.
• It can help to inform and tailor a company’s marketing strategy to that audience.
• It can help to forecast potential product sales and revenue.

4. Fill in the blank: The first core pillar of social media marketing is ___.

• paid social media
• listening and engagement
• strategy
• planning and publishing

5. When planning and publishing social media content, it is important to do which of the following? Select all that apply.

• Schedule posts in advance
• Have a consistent presence
• Consider timing and frequency
• Learn what content resonates best with the audience

6. What can help a company to find out how many positive mentions they got in a particular month or how many people they are reaching on different platforms from one month to the next?

• Social media analytics
• Virtual media analysis
• Digital marketing metrics
• Social media results

7. Which are the three types of digital media? Select three.

• Paid
• Borrowed
• Earned
• Owned

8. Which is the most common form of owned social media?

• Memes
• Product reviews
• Live stream videos
• Websites

9. What is a benefit of owned media?

• It enables a company’s brand to reach consumers who are not actively searching for them.
• It allows a company to control the conversation surrounding their brand on social media.
• It promotes user-generated content related to the company.
• It incentivizes customers to market a company’s brand on social media.

10. Fill in the blank: During the ____, a company can use paid remarketing campaigns to reach people who have already shown interest in the company’s brand.

• conversion stage
• awareness stage
• consideration stage
• loyalty stage

Shuffle Q/A

11. Fill in the blank: ____ is the process of creating content for different social media platforms in order to drive engagement and promote a business or product.

• Social media marketing
• Interactive online analysis
• Virtual social marketing
• Digital media development

12. Why is social media a cost-effective way to reach customers?

• It allows businesses to generate more high-priced sales than any other tool.
• It automatically increases product prices when a business receives large volumes of traffic.
• It allows any business or content to appear at the top of all users’ feeds.
• It allows businesses to reach a targeted audience based on interests and demographics.

13. Which social media marketing pillar helps a marketer determine their campaign's content type and format?

• Strategy
• Planning and publishing
• Sales
• Listening and engagement

14. Consider the following scenario:

A company is trying to determine when their audience is most likely to engage with their content, as well as how often the company should post.

Which core pillar of social media marketing is this company working on?

• Planning and publishing
• Analyzing and strategizing
• Timing and engaging
• Listening and reporting

15. A digital marketer collects data from social media platforms to analyze a campaign's performance. What is typically the next step after they collect and analyze this data?

• Track conversations and trends on social media
• Share social media reports with stakeholders
• Create a social media calendar to plan and publish content
• Study a previous campaign’s performance

16. A business decides what type of content to publish on its website, how often to publish it, and how users can interact with it. What type of media is the business’s website an example of?

• Owned media
• Internal media
• Earned media
• Paid media

17. Fill in the blank: _____ social media can be used to target specific groups of people who might be interested in a company’s products and services, as well as promote a company’s content in order to drive more earned media.

• Owned
• Organic
• User-based
• Paid

18. What is social media marketing?

• The method of using marketing channels to deter potential customers away from the competition.
• The process of creating content for different social media platforms in order to drive engagement and promote a business or product.
• The practice of using digital tools that enable users to create and share content publicly.
• The act of familiarizing people with a particular business or product.

19. Why would a business research what its competitors are doing on social media?

• To narrow their audience to the exact customer they want to target
• To identify competitors’ strengths and weaknesses and adapt their own strategy
• To reach competitors’ customers based on their interests and hobbies
• To educate customers on the products they should not purchase from its competitors

20. According to the five core pillars of social media marketing, what do you identify during the strategy pillar?

• How to study social media engagement and identify what content is popular with an audience
• Which social media analytics tools will measure a campaign’s performance
• How to schedule social media posts in advance and maintain a consistent presence online
• Which social media platforms and content will work best for a campaign

21. How does a digital marketer use the planning and publishing pillar to reach new customers effectively?

• They can better control and target their marketing with paid social media.
• They can determine how many positive mentions the brand received in a particular month.
• They can reach their audience when they are most likely to engage with the content.
• They can learn a lot about people’s opinions of the brand through social listening.

22. Which of the following are outcomes of the core pillar of listening and engagement? Select all that apply.

• Learn about what content resonates best with the audience
• Understand what people think about the brand
• Recognize the performance of the social media campaign
• Increase customers’ positive experience with a competitor’s brand

23. Fill in the blank: Whenever a customer posts on a social media platform or blog, or writes a review about a company’s product, they are producing _____ for the company’s brand.

• paid media
• promotional media
• owned media
• earned media

24. How can paid social media impact owned and earned media?

• Paid media helps target customers that owned and earned media do not have access to.
• Paid media helps promote competitors, which increases queries about the business’s owned and earned media.
• Paid media increases organic traffic and gives a business ownership of all earned media.
• Paid media helps promote content which increases earned media and directs traffic to owned media.

25. A marketer identifies topics their target audience is searching for to help capture their attention. What stage of the marketing funnel are they targeting?

• The consideration stage
• The loyalty stage
• The conversion stage
• The awareness stage

26. A marketer aims to tailor their marketing strategy to a specific audience. How might social media help them achieve this goal?

• It directs an audience to a business’s website to increase purchases.
• It offers valuable insights about a business’s competitors.
• It offers valuable insights about an audience’s likes, dislikes, and interests.
• It allows businesses to share product features and updates with audiences.

27. Why would a business research what its competitors are doing on social media?

• To educate customers on the products they should not purchase from its competitors
• To narrow their audience to the exact customer they want to target
• To identify competitors’ strengths and weaknesses and adapt their own strategy
• To reach competitors’ customers based on their interests and hobbies

28. After you develop your social media strategy, what is the next core social media marketing pillar?

• Listening and engagement
• Planning and publishing
• Analytics and reporting
• Paid social media

29. A digital marketer tracks and analyzes conversations to learn what people think of a brand. What core pillar of social media marketing does this describe?

• Listening and engagement
• Analytics and reporting
• Strategy
• Paid social media

30. Consider the following scenario:

A company is setting up different reports to monitor a variety of metrics, such as followers, comments, or clicks. They plan to use these metrics to improve the performance of their social media marketing campaigns over time.

Which core pillar is this company working on?

• Analytics and reporting
• Listening and engagement
• Planning and publishing
• Strategy

31. Which of the following is true about earned, owned, and paid media?

• User-generated content, such as videos, images, and reviews, is common in earned, owned, and paid media.
• When used together instead of separately, each type of media does not require paid promotion.
• Earned, owned, and paid media refer to the digital content a brand fully controls, such as its website.
• When used together, each type of media can improve brand awareness, generate leads, and increase sales.

32. What is a benefit of paid media?

• It allows a brand to rely on marketing generated by customers.
• It incentivizes customers to promote a brand on social media.
• It allows a brand to reach customers who are not actively searching for it.
• It increases the user-generated content customers post on social media.

33. A marketer shares detailed information about a brand and compares its offerings to its competitors. What stage of the marketing funnel are they targeting?

• The awareness stage
• The loyalty stage
• The consideration stage
• The conversion stage

34. What will define the primary goals of your social media marketing campaign?

• Planning and publishing
• Analytics and reporting
• Strategy
• Sales

35. A digital marketer includes earned media in their social media marketing strategy. Where can they gain earned media from?

• Blog sites, social media profiles, and Facebook or Instagram profiles
• Image ads, video ads, story ads, and influencer marketing
• Community forums, Twitter profiles, and other social media profiles
• Customer reviews, testimonials, mentions, and comments on social media

36. What platforms can a business use to generate owned media?

• Shares, retweets, and likes
• Customer reviews, testimonials, and other user-generated content
• Blog sites, community forums, and Facebook or Instagram profiles
• Image ads, video ads, and story ads

37. A marketer promotes a product on social media by including a link to the product page. What benefit of social media marketing does this refer to?

• It increases traffic to a website
• It increases the number of employees
• It builds relationships with existing customers
• It provides useful insights

38. A marketer aims to introduce a company’s latest service to a wider audience online. How might social media help them achieve this goal?

• It helps companies share long-form articles and build solid relationships with existing customers.
• It targets high-income customers who shop for services instead of products.
• It helps companies share content that raises brand awareness and attracts new customers.
• It provides valuable insights into a company’s competitors and their budget.

39. Fill in the blank: Because people use social media platforms to interact with friends, family, and companies, you can connect with users whenever they log in. This makes social media a natural place to _____.

• gain valuable information
• target new customers
• make up lost leads
• increase sales revenue

40. Consider the following scenario:

A digital marketer is running a social media campaign for a company that sells dog treats. Customers are posting pictures of their dogs devouring these treats on social media.

This user-generated content is an example of which type of media?

• Owned
• Earned
• Paid
• Borrowed

41. Why would a marketer consider paid remarketing to target customers in the conversion stage of the marketing funnel?

• Remarketing provides detailed information about the business and what makes it better than the competition.
• Remarketing provides detailed information to help attract attention and raise brand awareness.
• Remarketing reaches people who have already shown an interest in a business and offers them incentives to complete a purchase.
• Remarketing reaches people who have already made a purchase and incentivizes them to make a repeat purchase.

42. A digital marketer creates content for a company’s social media accounts. What does social media marketing enable the marketer to do with the content?

• Reduce the number of email unsubscribes and target a wider audience
• Appear higher in social media feeds than their competitors
• Generate a certain number of customer reviews per month
• Connect with customers and help them better understand the company

43. What are the reasons why social media marketing has become a crucial element of many companies’ business development strategies? Select three answers.

• Gain valuable insights
• Drive traffic to a company’s website
• Build stronger relationships with existing customers
• Hire more employees than the competition

44. A digital marketer interacts with users online to improve their experiences with a brand. They track conversations and trends related to the brand. What process are they using to determine what users think about the brand?

• Analytics tracking
• Social listening
• Data collecting
• Social media planning

45. Fill in the blank: _____ media is all the digital content a brand fully controls.

• Owned
• Paid
• Trademark
• Copyright

46. How does influencer marketing increase the effectiveness of a paid social media strategy?

• It allows the business to control social media conversations surrounding its products and services.
• It rewards customers for sharing and engaging with the business’s social media content.
• It targets customers who might be interested in the business but are not actively searching for it.
• It generates more paid media for the business, such as image and video ads.

Week 2 – Social media strategy, planning, and publishing

Posting multiple times a day on a chronological feed enables you to do what?

• Reach specific audiences with only your best-performing posts at the same time every day
  • Reach your target audience in the same time zone at the same point throughout their day
  • Sort posts in a user's feed based on relevancy rather than the order in which they published

• Reach your target audience in different time zones and at various points throughout their day

How can a social media calendar help a digital marketer avoid making major mistakes in their posts?

• It allows a digital marketer to check for spelling errors and typos, fact check, and ensures that all of their links and images are correct in advance.

• It provides a digital marketer with the ability to collaborate with an editor to review grammar, punctuation, and syntax mistakes before publishing.
• It allows a digital marketer to remove any unfavorable posts at any point, and replaces them with ones that trend positively with users.
• It enables a digital marketer to predict user reactions and comments ahead of time, and deletes any posts that might receive a negative response.

Each entry in a social media calendar contains which elements? Select all that apply.

• Time

• Priority

• Date

• Topic

1. Increasing web traffic and gaining customer insights are examples of what kind of goals?

• Social media marketing goals
• E-commerce marketing goals
• Virtual marketing goals
• Customer awareness marketing goals

2. What is a company trying to identify when they ask these questions: What problems are customers struggling with? What issues do customers have that our products or services could help solve?

• Their customer’s interests
• Their target audience’s needs
• Their audience’s traffic to their website
• Their potential customers’ social media preferences

3. Fill in the blank: A digital marketer should also consider their _____ when choosing social media platforms because brand identity and business type should factor into the decision.

• company
• competition
• budget
• sales

4. Fill in the blank: _____ appeals to people who are on a social media platform to enjoy themselves, and it can help an audience relate to a company’s content and their brand.

• Educational content
• Entertaining content
• Inspirational content
• Conversational content

5. Which of the following are examples of educational content? Select all that apply.

• Industry research
• How-to posts
• Case studies
• Viral videos

6. Which of the following are examples of promotional content? Select all that apply.

• Free gifts for sign-ups
• Video trainings
• Discounts
• Coupons

7. Which are examples of content formats for social media? Select all that apply.

• Polls
• Links
• Discount codes
• Written posts

8. For algorithm-based platforms, why is it better to publish quality content less frequently?

• Singular posts always stand out to users
• Fewer posts are easier to develop
• Too many posts can cause a drop in engagement
• Too few posts create demand and user interest

9. Which tool can help digital marketers manage and organize their social media publishing schedule?

• A social media calendar
• A reviewable feed of all posts
• A shared media log
• An editable document

10. What steps does a digital marketer need to take to develop a social media calendar? Select all that apply.

• Decide on data to track
• Establish a workflow and review process
• Review former platforms and expired user metrics
• Make a content library

Shuffle Q/A

11. A marketer helps a business build brand awareness and manages brand reputation. What type of goals are these?

• Virtual marketing goals
• E-commerce marketing goals
• Social media marketing goals
• Print marketing goals

12. How can a company identify their target audience? Select all that apply.

• Predict the income range of customers who will shop online
• Compile information about their current customers and followers
• Research what social media platforms their target audience uses
• Assess how people engage with their brand

13. Fill in the blank: To help a company choose the right social media platform, they need to start by understanding _____.

• the variety of advertisements on each platform
• the diversity of the users
• how different platforms work
• costs associated with each platform

14. Which of the following are examples of entertaining content? Select all that apply.

• Infographics
• Rewards
• Comics
• Contests

15. Which of the following are examples of conversational content? Select all that apply.

• Memes
• Polls
• Advice
• FAQs

16. Why would a marketer post still images rather than videos on social media? Select all that apply.

• They are more engaging.
• They help to start a conversation.
• They can be absorbed instantly.
• They give an immediate impression of a brand.

17. Fill in the blank: For platforms with _____, posting multiple times a day gives a digital marketer the opportunity to reach their target audience in different time zones and at various points throughout their day.

• linear feeds
• chronological feeds
• asynchronous feeds
• intermittent feeds

18. What are the benefits of using a social media calendar? Select all that apply.

• Schedule posts in advance
• Generate engagement posts automatically
• Organize content in a centralized location
• Allow stakeholders to review or approve posts

19. A digital marketer decides which data to track and establishes a workflow and review process. What does this process refer to?

• Reviewing former platforms
• Developing social media assets
• Developing a social media calendar
• Reviewing expired user metrics

20. Which of the following are common social media marketing goals? Select all that apply.

• Doubling last year’s quarterly sales plan
• Increasing community engagement
• Building brand awareness
• Managing brand reputation

21. A marketer posts amusing and interesting memes that help audiences relate to a brand. What type of content is this?

• Promotional content
• Entertaining content
• Conversational content
• Inspirational content

22. Fill in the blank: _____ makes a company’s brand seem more authentic and reinforces their brand’s message, values, and vision.

• Educational content
• Promotional content
• Inspirational content
• Conversational content

23. A marketer suggests topics or viewpoints, then invites the audience to join the discussion on social media. What type of content is this?

• Educational content
• Conversational content
• Promotional content
• Entertaining content

24. Fill in the blank: _____ give social media users an immediate impression of a company’s brand.

• GIFs
• Polls
• Images
• Live video

25. A digital marketer schedules posts in advance and organizes content in a centralized location. What tool enables them to do this?

• An editable document
• A shared media log
• A social media calendar
• A reviewable feed of all posts

26. Fill in the blank: By defining the goals of your social media campaign, you make yourself _____.

• accountable for accomplishing them
• likely to take risks
• free from any responsibilities
• appealing to your audience

27. What questions help to identify a target audience’s needs? Select all that apply.

• What problems are customers struggling with?
• How often do customers shop online?
• What do customers do in their free time?
• What issues do customers have that our products or services could help solve?

28. Why should a marketer consider how different platforms work when choosing a social media platform?

• It helps them identify and align with the business goals
• It helps them understand how to communicate on the platform
• It helps them increase brand authority on social media
• It helps them identify the product and services, and business type

29. A marketer posts viral videos and jokes for audiences to enjoy. This is an example of which type of content?

• Educational content
• Inspirational content
• Promotional content
• Entertaining content

30. A marketer creates social media posts that build trust in a brand and positions them as an industry leader. What type of content is this?

• Viral content
• Educational content
• Promotional content
• Entertaining content

31. What does promotional content enable marketers to do?

• Appeal to people who are on a platform to enjoy themselves by helping them relate to the content and company
• Build trust in a brand and position it as an industry leader with information and wisdom
• Begin conversations with audiences by suggesting a topic or viewpoint, then inviting them to join
• Highlight products and services with the intent of marketing them to current and new customers

32. Which of the following are examples of content formats for social media? Select all that apply.

• Written posts
• Discount codes
• Polls
• Links

33. Which of the following are true when determining the frequency and timing of your posts? Select all that apply.

• Posting first thing in the morning is effective because people are generally active on their social media feeds.
• Posting in the afternoon around lunchtime is not as effective because people tend to be busy at that time.
• Posting frequency should occur regularly on some platforms but not all platforms.
• Posting frequency should be informed by testing and analyzing your results and resources.

34. Which of the following do you require to create an entry in a social media calendar? Select all that apply.

• Competitors
• Platform
• Written copy
• Links to assets

35. A brand wants to increase its website traffic and gain customer insights. What kind of goals are these?

• E-commerce marketing goals
• Social media marketing goals
• Virtual marketing goals
• Print marketing goals

36. Which factors should a marketer consider when selecting social media platforms? Select all that apply.

• The time of year
• Overall business goals
• The target audience
• How different platforms work

37. Why do marketers post captions, pictures, and videos that are spread widely on social media?

• To encourage audiences to engage with the brand and comment on posts
• To discuss a product or service with the intent of marketing it to current customers
• To entertain and appeal to audiences who are on the platform to enjoy themselves
• To provide audiences with information about a company’s products or services

38. A marketer posts FAQs, tips, and infographics on social media to show a brand’s knowledge and wisdom. What type of content is this?

• Promotional content
• Entertaining content
• Educational content
• Conversational content

39. Increasing community engagement is a common example of what type of goal?

• Social media marketing goal
• Traditional marketing goal
• Employee goal
• Business goal

40. A marketer compiles the age, location, and language of current customers. What does this information enable them to do?

• Identify the target audience
• Create a SMART goal
• Target competitors’ audiences
• Select the marketing funnel

41. Fill in the blank: When choosing social media platforms, a digital marketer should consider their _____ because brand identity and business type should factor into the decision.

• prices
• company
• budget
• sales

42. What type of content can build trust in a company’s brand and position them as an industry leader with information and wisdom to share?

• Educational content
• Conversational content
• Promotional content
• Inspirational content

43. A marketer shares weekly articles on social media to provide the audience with information about a specific product. What content format are they using?

• Polls
• Videos
• Written posts
• Stories

44. When trying to determine the right social media platform, why should a company think about their goals?

• Every business goal can be reached with social media, so the company should invest in a platform that matches what they are trying to achieve.
• A company should set different, individualized goals for every social media platform.
• Different social media platforms offer different advantages, so a company should choose the one that is better equipped to help them achieve their goals.
• Various platforms have targeted, hidden fees, so a company should examine their budget goals to choose the most cost-effective option.

45. A digital marketer identifies when a target audience is active online and what time zone they are in. What does this information enable them to do?

• Increase sales of a specific product
• Find the best times to post on social media
• Create tailored content for the audience
• Create high-quality content for the audience

Week 3 – Listening and engagement on social media

Which of the following is true about social listening?

• It helps marketers track and analyze conversations to understand what people think about a brand.

• It addresses negative feelings customers might have about a brand by contacting them on social media.
• It identifies the keywords that are most relevant to a brand and its competitors.
• It adjusts a brand’s language and tone of voice on social media to attract new customers.

A digital marketer identifies how people think about a brand with the goal of engaging them effectively. Which process can they use to find this customer information?

• Social testing
  • Social tracking

• Social listening

• Social searching

A digital marketer uses social listening to learn more about a brand’s perception online. They notice that people regularly share complaints about their customer service. How can they use this information to gain positive customer engagement on social media?

• Refer customers to the website and ask them to complete a form with their questions and concerns

• Respond to customer questions quickly and provide them with resources that help them with their issues

• Create a social media post that states that response times vary depending on the importance of the query
• Remove any negative comments from customers and contact them privately to address their issues.

A skincare company increases its social media engagement by hosting weekly live question-and-answer sessions with a dermatologist. How does this interactive content help the company increase engagement?

• It improves the company's response times.
  • It helps the company create a consistent brand voice across all marketing assets.

• It positions the company as a credible source of information.

• It displays the company’s social media content at the top of news feeds.

Fill in the blank: A company asking its customer to visit their website is an example of _____.

• repurposing content
  • brand sentiment
  • brand voice

• a call to action

1. Which of the following are potential benefits of using social listening to better understand how customers feel about a brand? Select all that apply.

• Increased customer acquisition
• Ability to act on assumptions
• Opportunities to analyze the competition
• Ability to address negative sentiment

2. Which of the following can help a company learn more about what people think about their brand and what pain points their customers are experiencing with their products or services?

• Advertising
• Call to action
• Social listening
• Branding

3. Fill in the blank: Posting pictures of employees on social media is an example of _____.

• social media engagement
• optimization
• repurposing
• brand voice

4. What is a difference between social listening and social media engagement?

• Social listening creates a company’s social media content. Social media engagement repurposes their social media content.
• Social listening measures how people are interacting with a company’s social media accounts and content. Social media engagement helps a company learn what is happening in their industry.
• Social listening helps a company learn what is happening in their industry. Social media engagement measures how people are interacting with their social media accounts and content.
• Social listening measures how competitors are creating social media content. Social media engagement creates and repurposes social media content.

5. Which of the following are examples of a company using social media engagement to know their audience? Select all that apply.

• Providing content that helps the audience imagine themselves interacting with a company’s product or service.
• Providing the audience with a log of past product launch dates.
• Giving the audience helpful content that addresses their needs and pain points.
• Creating content that will be most valuable to the audience based on data.

6. What is a Tweet?

• The attitude and feelings people have about a brand on social media.
• Someone who opts in to receive updates from a business or brand on a social media platform.
• A platform for connecting and developing relationships with an audience.
• Any message posted to Twitter that may contain elements like text, photos, videos, links, and audio.

7. Which of the following are examples of information a company might want to include in their Twitter bio? Select all that apply.

• Jargon
• Website link
• Keywords
• Products and services

8. Fill in the blank: Content that is _____ will be relevant over a long period of time.

• reused
• repurposed
• evergreen
• new

9. Which of the following would likely result from having an authentic brand voice? Select all that apply.

• Audience has a negative brand sentiment
• Audience feels comfortable engaging online
• Audience switches to a competitor
• Audience gains familiarity with the brand

10. Which of the following is an example of a call to action on social media? Select all that apply.

• Answer a question
• Review a competitor
• Take a quiz
• Subscribe to a newsletter

Shuffle Q/A

11. What does social listening enable a marketer to do?

• Encourage negative comments about competitor brands on social media
• Decrease campaign budget and rely on traditional marketing
• Predict industry trends and how customers will respond
• Respond to unhappy customers and adjust their marketing strategy

12. Which of the following are possible benefits to a company using social listening to assess their competition? Select all that apply.

• Learn what products a competitor is planning to release in the future
• Understand what competitors do well and what customers like about them
• Determine which touchpoint a customer interacts with before making a purchase
• Identify a competitor’s mistakes to understand what not to do

13. Fill in the blank: _____ measures how people are interacting with a company’s social media accounts and content.

• Social media repurposing
• Social media engagement
• Social media content
• Social media optimization

14. A digital marketer aims to increase the number of likes, mentions, and shares a business receives on social media. How does social listening enable them to reach this goal?

• By removing any negative comments from customers and allowing them to address them privately
• By helping them share social media posts on several platforms and target different audiences
• By helping them understand the target audience better and increase their engagement with the business
• By asking customers to share the business’s profile with friends and families

15. A digital marketer aims to increase the number of likes, comments, mentions, and shares a brand receives on social media. What best practice will help them reach this goal?

• Make the brand’s voice on social media more personal by signing off on posts and addressing customers by their first name
• Use words to describe the team, instead of using images or videos of employees, to tell a story of the brand
• Address multiple audiences using one writing style, tone of voice, and type of images across social media
• Send customers a quarterly promotional email and offer them a disc