Google Digital Marketing & E-commerce Professional Certificate Answers

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.

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• Real certification exam questions
• Detailed answer explanations.
• Over 1700 questions, 7 courses, 30 quizzes

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Questions:

• What is a digital marketing channel?
• Digital marketing helps businesses do what? Select all that apply.
• 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?
• Fill in the blank: It is helpful to specialize in a marketing role that aligns with your _____.
• Digital marketers and e-commerce analysts are often curious. What does curiosity enable them to do?
• Fill in the blank: A(n) _____ contains your samples of past work and demonstrates relevant work experience.
• You want to become an expert in a specific industry by working for a single company. What role should you consider?
• Which role allows you to partner with companies to fill their digital marketing and advertising needs?
• 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?
• 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?
• What is the term for any communication method or platform a business can use to reach its target audience online?
• Marketers spend less on online advertising than television, radio, and print media. Digital marketing allows them to serve ads to the right people at the right time. What advantage of digital marketing does this refer to?
• Which of the following best describes the quality of being curious as a digital marketer or e-commerce analyst?
• Which of the following are benefits of working as an in-house marketing employee? Select all that apply.
• 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?
• 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?
• What are typical job responsibilities for an e-commerce analyst? Select three answers.
• 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?
• 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?
• Which statement regarding working in a marketing career is generally true?
• 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?
• What is in a portfolio?
• Why would someone choose an agency role instead of an in-house role?
• Fill in the blank: _____ role is when you partner with companies to fill their digital marketing and advertising needs.
• 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?
• 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?
• Fill in the blank: _____ is the buying and selling of goods and services online.
• What crucial information does digital marketing help a business communicate?
• Fill in the blank: Digital marketing allows you to create _____ for your social media accounts that reach the right audience.
• Successful businesses help customers achieve their goals instead of focusing on sales. What does this approach focus on?
• What tool helps digital marketers better understand how customers find a company and learn about a company?
• What is a marketing funnel?
• What are the stages of a simple marketing funnel? Select four answers.
• What awareness tactic helps businesses reach new customers?
• 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.
• 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.
• 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?
• What does a successful digital marketing strategy build?
• Why is the customer journey important for digital marketing?
• What does a customer journey map help marketers do?
• What is a visual representation of the process through which people go from first learning about a brand to becoming loyal customers?
• How does a marketing funnel differ from a customer journey map?
• In the awareness stage, why is it important to measure impressions, reach, and frequency?
• What funnel measurement helps companies better manage customer relationships and provides insight into how well the entire marketing funnel serves customers?
• 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?
• 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?
• What is a customer journey map?
• Which two stages are at the top of the marketing funnel? Select all that apply.
• 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?
• Why should marketers measure cart abandonment?
• Which of the following best describes brand equity?
• Fill in the blank: A _____ is the foundation of a successful digital marketing strategy.
• Fill in the blank: When setting a digital marketing strategy, it’s important to learn about your customers and _____ before picking your channels
• Fill in the blank: Your business goals and your marketing goals need to be specific and _____.
• An independent food truck vendor wants to grow its customer base. Which of the following is a specific business goal for this company?
• Which of the following are examples of earned media? Select all that apply.
• How does paid search compare to search engine optimization (SEO)?
• 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?
• Which of the following best describes email marketing?
• A customer has recently purchased a new summer dress from a clothing store. The clothing store would like to segment its email lists to address recent customers like this more effectively. What is an example of a follow-up email to the customer?
• A business wants to send customers personalized emails at different stages of the marketing funnel. Which of the following is an example of an email they would send during the conversion stage?
• Which of the following best describes a brand?
• Why is it important to know about brands and their values?
• How can a marketer use what they learn in the initial planning stage to establish a strong digital marketing strategy? Select all that apply.
• What is a big, long-term aim that has the potential to affect an entire company?
• 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?
• Which of the following are examples of paid media? Select all that apply.
• A marketer is considering the pros and cons of paid search. Which of the following is an advantage of paid search ads?
• Imagine that a company posts new content on its social media channels. Next, they want to find out how customers feel about their business. The company can then decide how to respond. Which one of the five pillars of social media marketing does this represent?
• Which of the following describe spam? Select all that apply.
• Fill in the blank: When brands _____ their lists, it makes it easier to build relationships with customers.
• 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.
• Which of the following statements best describe how a company’s brand and marketing work together? Select all that apply.
• To support the goal of growing its customer base by 30%, an electronics business will increase its lead generation by 35% over the next six months. To generate leads, they will highlight new product features with a 10% increase in ad budget. What type of goal is this?
• Which of the following applies to SEO? Select all that apply.
• As part of a marketing project, a company clarifies who their audience is and which social platforms to use. Which one of the five pillars of social media marketing does this represent?
• 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?
• What is the difference between email segmentation and personalization?
• 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.
• What aspect of marketing provides information and useful insight about customer behaviors and interactions that can help answer questions in a concrete way?
• Which of the following processes provides information about customer behaviors from measurable results of marketing campaigns that could lead to an effective launch of a new product?
• What is data pulling?
• What can performance marketing help a business do? Select all that apply.
• What is attribution?
• Fill in the blank: The average customer encounters _____ on their purchase journey, and the path isn’t always straightforward.
• 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?
• Which of the following statements are true about data storytelling? Select all that apply.
• 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?
• What is the relationship between visualizations and the narrative in data storytelling?
• Fill in the blank: _____ is a collection of facts or information.
• Which of the following are examples of performance marketing metrics that help marketers to measure and reach their goals?
• 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?
• 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?
• Which of the following statements is true about data storytelling?
• 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.
• A marketer is creating a data story and picks their data points and insights. What is the next step in creating a data story?
• Fill in the blank: The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies is called _____.
• What is data analysis?
• What refers to how much revenue is gained versus how much was spent?
• Fill in the blank: _____ measures customer engagement with marketing content across channels to understand what is motivating customers to take action.
• What do marketers use to convey insights to an audience through a clear and compelling narrative?
• What are the three main components of narrative context? Select all that apply.
• A marketer creates charts and infographics as part of their data story. What is this component called?
• Which component of a customer persona represents what is preventing the customer from achieving their goal?
• Which of the following is true regarding customer personas? Select all that apply.
• You’re creating a customer persona and you collect the following information: A person wants to exercise but does not think they have time to get to the gym. What question should you ask to complete this customer persona?
• How does the marketing funnel help your marketing strategy?
• Which of the following best describes the loyalty stage of the marketing funnel?
• 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.
• 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?
• Which of the following strategies helps to turn customers into loyal brand followers?
• As a digital marketer, you work on elements of the product page and checkout process that speed up the page load time. This strategy falls under which marketing funnel stage?
• A marketer plans to build interest in a new product. Which strategy will help them during the consideration stage?
• Which component of a customer persona includes characteristics and demographics?
• What is the first thing you should do when collecting information for your customer persona?
• 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?
• Which of the following refers to the marketing funnel?
• Which of the following best describes a customer who is in the loyalty stage?
• 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.
• As a digital marketer, you encourage customers to leave a review and share their experience with the business. This strategy falls under which marketing funnel stage?
• 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?
• 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?
• What do demographics refer to?
• 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?
• What is the correct order of the marketing funnel?
• Which of the following best describes the conversion stage of the marketing funnel?
• 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?
• A marketer plans to build interest in a new product. Which strategy will help them during the consideration stage?
• The Google search engine explores the Internet to find new or updated webpages. This represents which main process of a search engine?
• What automated software helps locate information to answer a user’s query?
• To rank search listings, the Google algorithm tries to understand the overall value of a webpage. It does this by using feedback from a process that may contain signals, such as links from prominent websites. This represents which results key factor?
• 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?
• Digital marketers often review website content or structure as part of search engine optimization. What does this task include?
• Which pre-SEO work includes studying content already in the SERPs so that you can create webpage content that is better and more appealing than what is available elsewhere?
• What keyword practice does Google’s SEO quality guidelines recommend should be avoided?
• Which of the following is true regarding a website’s structure and navigation?
• Fill in the blank: Every website has a _____, also known as the root page.
• What code is used to better describe a webpage’s content to search engines?
• The search algorithm considers the meaning of a user’s search when ranking websites. What does this refer to?
• What do featured snippets display on search engine results pages (SERPs)?
• One of the pre-SEO factors to consider is “knowing your competitors well.” What does this include?
• Which of the following statements regarding keywords is true?
• Which of the following refers to good website structure and navigation? Select all that apply.
• What are breadcrumbs on a website?
• The Google search engine delivers relevant content for a user’s query. This represents which main process of a search engine?
• Which of the following does the algorithm consider when ranking a webpage for a search?
• 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?
• What do rich results display on search engine results pages (SERPs)?
• Technical website development is a task involved with search engine optimization. What does this task include?
• What is a webpage’s position in the search engine results pages (SERPs) called?
• An e-commerce business informs users that its checkout page has a secure connection for purchases. Which website optimization recommendation is this an example of?
• How can good anchor text help you implement SEO for your website?
• 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?
• Which of the following is a webpage title element recommendation?
• When creating meta descriptions, which of the following recommendations should you consider?
• Which of the following best describes structured data?
• What file provides information about the pages, videos, and other files on a website, and the relationships between them?
• Using the Google Search Console, where can a digital marketer find information about the site’s traffic according to its queries, pages, and countries?
• What Search Console report shows the index status for all the pages in a website?
• 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?
• 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?
• What recommendation will help a digital marketer write effective meta descriptions?
• A marketer enhances webpage results in Google Search by including interactive features and a star rating. How did they achieve these unique features?
• Fill in the blank: Many website platforms such as WordPress, Wix, or Blogger automatically create and make a _____ available for search engines.
• Which initial Search Console step includes a report that breaks down the traffic by queries, pages, and countries?
• What Search Console report indicates if your website has been hacked, or behavior on the site could potentially harm a visitor or their computer?
• 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?
• 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?
• 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?
• What recommendation will help a marketer create effective web page titles?
• What does adding structured data markup to an e-commerce web page help Google Search do?
• Which of the following is true regarding sitemaps?
• When using Google Search Console, you will receive an email if an unusual event occurs. What is an example of such an unusual event?
• What information does the Links report share about a company’s website?
• Which of the following is true about the sitemaps report in Google Search Console?
• A marketer only pays when someone takes action on their ad. What type of advertising model is this?
• Which of the following statements regarding search engine marketing is true?
• 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?
• Which of the following is true about a campaign budget? Select all that apply.
• You are setting up keyword matching for “tennis shoes”. Your ad also shows for searches that include the meaning of your keyword, such as “shoes for tennis”, “buy tennis shoes on sale”, and “red tennis shoes.” Which keyword match type is this?
• 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?
• Which of the following is a Google Ad best practice?
• As a digital marketer, you may create ads. Which of the following refers to responsive display ads?
• Which of the following are responsive display ad best practices? Select all that apply.
• Which of the following refer to ad groups? Select all that apply.
• What does Pay-per-click (PPC) allow businesses to do?
• What information does an ad extension include?
• What do you primarily learn when setting up conversions for a Google Ad?
• Consider the following statement: The more you’re willing to pay, the higher it may show in the SERPs. What does this refer to?
• As a digital marketer, you will consider several best practices when creating effective ads. Which of the following is a Google Ad best practice?
• Which of the following is true of responsive display ads?
• As a display ad best practice, you should use new display ads every few weeks. Why is this important?
• 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) _____.
• Which of the following statements regarding search engine marketing is true?
• A business wants to drive searchers to the contact page instead of the home page. Which benefit of search engine marketing addresses this need?
• 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?
• Which of the following refers to the exact keyword match type?
• Which statement regarding Ad Rank factors is true?
• To ensure a cohesive customer experience for a responsive display ad, what best practice should the landing page follow?
• Which of the following is true of responsive display ads?
• What is social media marketing?
• A digital marketer is interested in using social media to promote a business but is unsure if it is within their budget. What benefit of social media marketing will help them decide?
• Why is it beneficial for a company to learn about their target audience’s likes, dislikes, and interests through social media?
• What will define the primary goals of your social media marketing campaign?
• Fill in the blank: _____ can help a company understand what people think about their brand, which can inform their marketing and product-development decisions.
• 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?
• Which of the following are examples of earned social media? Select all that apply.
• What platforms can a business use to generate owned media?
• 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.
• A marketer identifies topics their target audience is searching for to help capture their attention. What stage of the marketing funnel are they targeting?
• 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?
• Why is social media an effective tool for targeting new customers?
• Which of the following are core pillars of social media marketing? Select all that apply.
• 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?
• Which of the following is a benefit of paid social media campaigns?
• 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.
• Fill in the blank: _____ media is all the digital content a brand fully controls.
• What is a benefit of paid media?
• A marketer creates interactive content for a brand’s Facebook page. Their goal is to promote a product and increase customer engagement. What marketing process did they follow?
• A marketer aims to tailor their marketing strategy to a specific audience. How might social media help them achieve this goal?
• Which social media marketing pillar helps a marketer determine their campaign’s content type and format?
• Which of the following apply to the planning and publishing pillar of your social media campaign?
• 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?
• A digital marketer includes earned media in their social media marketing strategy. Where can they gain earned media from?
• 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?
• How can paid social media impact owned and earned media?
• 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.
• Fill in the blank: By defining the goals of your social media campaign, you make yourself _____.
• 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?
• Which factors should a marketer consider when selecting social media platforms? Select all that apply.
• Which are common social media content buckets? Select all that apply.
• A marketer posts messages that reinforce a brand’s message, values, and vision on social media. This is an example of which type of content?
• Which of the following are examples of conversational content? Select all that apply.
• Consider the following scenario: A digital marketer records a product demonstration to showcase the company’s newest arrival. If they post this recording to one of the company’s social media platforms, what content format are they using?
• 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?
• What are the benefits of using a social media calendar? Select all that apply.
• Fill in the blank: Reviewing posts in a social media calendar ahead of time allows you to copy-edit, check for spelling errors and typos, fact-check, and ensure that all of the _____ are correct.
• Increasing community engagement is a common example of what type of goal?
• What types of information should a company compile in order to identify their target audience? Select all that apply.
• Why should a marketer consider how different platforms work when choosing a social media platform?
• 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.
• 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?
• Which of the following are examples of promotional content? Select all that apply.
• Which of the following are examples of content formats for social media? Select all that apply.
• What does a digital marketer need to consider when determining the best time to publish content? Select all that apply.
• A digital marketer schedules posts in advance and organizes content in a centralized location. What tool enables them to do this?
• Fill in the blank: When a digital marketer is ready to develop a social media calendar, they first need to identify the _____ they want to post on.
• A marketer compiles the age, location, and language of current customers. What does this information enable them to do?
• Fill in the blank: To help a company choose the right social media platform, they need to start by understanding _____.
• A marketer posts viral videos and jokes for audiences to enjoy. This is an example of which type of content?
• A marketer posts free gifts to boost sales and encourage people to buy for the first time. What type of content is this?
• Fill in the blank: _____ give social media users an immediate impression of a company’s brand.
• Which of the following are generally true when determining the frequency and timing of your posts? Select two.
• How can a social media calendar help a digital marketer avoid making major mistakes in their posts?
• What does social listening enable a marketer to do?
• A digital marketer tracks and analyzes conversations related to a brand online. What social listening practice did they use to find these conversations?
• A digital marketer studies customer engagement on social media. They notice a high number of likes but few comments and mentions of the business. What tactic can they use to increase customer engagement?
• What is a difference between social listening and social media engagement?
• 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?
• What is a Tweet?
• A marketer creates a strategy to gain new followers on Twitter. Currently, they use relevant hashtags in tweets and regularly reply to followers. What other tactic can they use to increase their followers on Twitter?
• Why would a digital marketer choose to repurpose content on other social media platforms?
• Which of the following are ways to achieve an authentic brand voice? Select all that apply.
• When writing for social media, what does a call to action help you do?
• Which of the following is true about social listening?
• 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?
• A digital marketer measures how people interact with a brand’s social media content and notices regular engagement, such as likes and mentions. How can the marketer use this information to increase customer engagement with the brand?
• Based on social listening, a brand has learned a new product they recently launched is unpopular with their customers. How can they use social media engagement to improve their brand sentiment?
• Why is showing images or videos of employees an effective social media engagement strategy?
• Fill in the blank: Unlike on other social media platforms, posting more often is better on _____, because the feeds tend to move quickly.
• Which of the following tactics would likely result in a company increasing their Twitter following? Select all that apply.
• When repurposing content for social media, why should you consider whether the content is evergreen?
• Why should you develop a clear, consistent brand voice for social media?
• Which of the following is an example of a call to action on social media? Select all that apply.
• What is a benefit of monitoring customers’ online conversations about a brand?
• Imagine a company is using social listening to learn about what is happening in their industry. What can the company learn from social listening? Select all that apply.
• What information does a business typically gather when tracking its social media engagement?
• 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?
• A business learns that a large number of followers are interested in receiving frequent updates from them. They decide to use Twitter to post regular updates. How can they use Twitter to further engage with these followers?
• Which of the following are characteristics of an effective Twitter bio? Select all that apply.
• Which of the following are potential benefits of repurposing content? Select all that apply.
• Which of the following are ways to achieve an authentic brand voice? Select all that apply.
• Fill in the blank: An instruction that tells the customer what to do next is called _____.
• What is qualitative data?
• Fill in the blank: Social media analytics is the process of _____.
• A marketer creates a new campaign and uses a tool to learn what content receives the most engagement and results. What is this an example of?
• Each social media goal has related metrics that help you do what?
• In the loyalty stage of the marketing funnel, a business wants to predict future customer engagement. They ask current customers if they would recommend the company’s product to a friend. What metric does this describe?
• A marketer observes a company’s audience and notices a trend on social media. What should they do next?
• What do social media reports allow marketers to do? Select all that apply.
• What factors should you consider to help you decide how frequently to present social media reports? Select all that apply.
• In a social media report, what is the benefit of visualizing data with charts or graphs?
• Consider the following scenario: A marketer delivers a social media report presentation to a small group of stakeholders. Between each slide, the marketer briefly pauses. They also speak in slow, easy-to-understand sentences. What presentation best practice does this example describe?
• A marketer gathers campaign data, such as the number of clicks on a platform over a three-month campaign period. What type of data is this?
• Imagine that a company launches a social media campaign for their newest product. What process can help them learn how well their audience is receiving the campaign?
• A company uses a tool to better understand its audience and what content they engage with the most. What is this an example of?
• What do social media goals help marketers determine?
• As customers reach the conversion stage of the marketing funnel, a business decides to track how customers were guided to their website from specific platforms. What metric does this describe?
• A marketer uses social media analytics to track a campaign’s performance. After three months, they learn that video content performs better on Facebook than on Instagram. What should the marketer do based on these results?
• A marketer uses a tool to visualize and present their social media data. They aim to make it easy to understand by justifying their strategy to colleagues and clients. What do they use to communicate this?
• A marketer gathers qualitative and quantitative data for a new campaign. What is the difference between the two?
• A marketer uses a tool to measure the social media ROI for a new campaign. They also learn how many followers were gained on different platforms. What is this an example of?
• What can you use to measure progress toward a goal?
• Imagine that a marketer wants to make their brand seem more authentic. To do that, they decide to customize content based on customer personas. What can they do to put this strategy into practice?
• What does it mean to tailor a social media report for your audience? Select all that apply.
• What should the analysis section of a social media report include?
• Consider the following scenario: A marketer delivers a social media report presentation to a small group of stakeholders. They include a compelling statistic and a positive customer review from a social media post. The marketer says: “And this is only one of many positive comments!” What presentation best practice does this example describe?
• Which of the following refers to paid social media?
• How does paid social media allow marketers to target their most relevant customers?
• Fill in the blank: _____ is ideal for nurturing connections with customers through communication and relationship building.
• How can paid social media help a company increase conversions?
• Why is it important to build a social media campaign around one of your customer personas?
• What should a company consider when deciding which social media platforms to use for their campaign? Select all that apply.
• What does a digital marketer need to consider when developing a strategy for a paid social media campaign? Select all that apply.
• A marketer considers remarketing to their customers on social media. What two types of remarketing are available?
• A marketer considers a campaign’s ad spend, tools, and content creation. What is this an example of?
• A business wants to create social campaigns to raise brand awareness, deliver specific messages, and increase engagement. Which bidding strategy is ideal for this?
• Consider the following scenario: A customer notices a company’s ad on their social media profile of a pair of shoes that they had just been checking out on that company’s website. As a result, that pair of shoes is more likely to be in the customer’s mind when they go to make a purchase. This outcome is one of the benefits of using paid social media. What is this benefit called?
• As a marketer, you regularly nurture your connections with customers through communication and relationship-building. Which type of social media helps you achieve this?
• You’re creating a new social media marketing campaign. Your goal is to increase awareness and conversions and target specific audiences. What type of social media will help you achieve your goals?
• What does a digital marketer first need to determine before developing a strategy for a paid social media campaign?
• What is the main factor a marketer should consider when choosing the best social media platform for a campaign?
• What does a digital marketer need to consider when developing a strategy for a paid social media campaign? Select all that apply.
• A marketer decides to personalize their ads and limit the frequency of the ads. What is this an example of?
• What are the components of a paid social media advertising budget? Select all that apply.
• A marketer searches for a bidding strategy to increase conversions and generate value. Which of the following is ideal for these goals?
• Fill in the blank: _____ involves displaying paid ads or sponsored marketing messages on social media platforms to target a specific audience.
• If a company is launching their first paid social media campaign, what kind of platform should they use?
• When developing a paid social media campaign, a digital marketer will need to develop and upload creatives. What are creatives?
• What are the main types of remarketing? Select all that apply.
• What do the goals you set in a paid social media strategy help with?
• Fill in the blank: Email marketing is the process of sending messages to a list of existing subscribers to _____.
• Why are insights an important part of your email marketing strategy?
• Email marketers can expect that for every dollar they spend on email marketing, they will earn 42 dollars. This best describes what concept?
• How can a company analyze the political, economic, social, technological, legal, and environmental factors that may affect their marketing strategy?
• Which of the following are characteristics of a SMART goal? Select all that apply.
• A sales-driven e-commerce store with a high volume of monthly orders wants to increase their online sales by 25%. What element should they consider to make this a SMART goal?
• When creating an email marketing campaign, you set a standard for how you will present your brand and maintain that standard in all customer communications. Which marketing best practice is this an example of?
• A digital marketer promotes a business by sending several emails per week. The emails offer promotions that seem unbelievable and the marketer notices a low email engagement rate. What tip will likely increase their email engagement rate?
• Why is segmenting an effective email marketing strategy?
• Which of the following could be considered quality content included in an email marketing campaign? Select all that apply.
• A company uses email marketing to promote its products because it offers a high return on investment. What other benefit makes email marketing an effective tool?
• A digital marketer evaluates the success of an email marketing campaign by calculating the return on investment (ROI). What do they learn from calculating the ROI?
• When creating a brand’s email marketing strategy, you aim to identify any external factors that may affect the process. What research helps you examine the brand’s external context?
• Imagine a company is creating an email campaign for an app-based tech company. What kind of goal should the company set to grow their brand?
• Fill in the blank: Setting goals that are _____ helps inform a company if it is making progress at a good rate.
• Which of the following statements is considered a don’t when it comes to email marketing? Select all that apply.
• A digital marketer promotes a business by sending several emails per week. The emails offer promotions that seem unbelievable and the marketer notices a low email engagement rate. What tip will likely increase their email engagement rate?
• Which of the following are effective ways to segment email marketing lists to ensure specific customers enjoy marketing emails? Select all that apply.
• How can a company prioritize quality over quantity in their email marketing campaigns?
• Which of the following is an effective tool for promoting services, products, goods, and stories to potential, new, and existing customers?
• How can an inexperienced, entry-level marketer create an effective email campaign?
• If a company has a high return on investment (ROI), which of the following scenarios is likely true?
• When creating a campaign goal, you add a deadline to indicate when you should reach the goal. Why is it necessary for you to set time-bound goals?
• A digital marketer retains valuable subscribers by only sending them relevant emails. What email marketing recommendation did they follow?
• A digital marketer needs to increase their email open rate by making the emails more engaging. What changes should they first test to increase engagement?
• Which of the following are common types of email marketing? Select all that apply.
• Imagine that a cosmetics company shares an interactive email inviting potential new customers to match products to suit their own skincare needs. What is this an example of?
• Which of the following best describes the content of a good welcome email?
• Fill in the blank: A wellness company includes external resources, like articles featuring anxiety-reducing breathing exercises, in a _____.
• A brand creates an email to offer customers 25% off their next order. Their goal is to increase sales. Why should they create a promotional email to achieve their goal?
• Imagine a company’s customers frequently leave items in their cart. What could the company do to encourage a customer to purchase the items they’ve left behind?
• Fill in the blank: Sending a special offer to customers who are not engaging with a company’s newsletters is an example of a _____.
• Which of the following types of email fall into the loyalty bucket of the marketing funnel? Select all that apply.
• Which of the following types of marketing emails fall into both the consideration and loyalty stage of the marketing funnel?
• Which of the following marketing emails should include a call to action? Select all that apply.
• Which of the following are examples of content you would likely find in an email for a furniture company’s marketing campaign? Select all that apply.
• A marketer creates an email to attract new customers. They include a brief description of their offering and its value to the customers. They also add a “Click here” button and write a funny subject line to encourage customers to click on the email. What additional best practice should they follow to create a successful acquisition email?
• When creating a newsletter, how can you attract a customer’s attention?
• Fill in the blank: A grocery store delivery app that sends an email with a code for free delivery is an example of a _____.
• A marketer creates a follow-up email with a personalized message and a clear call to action. What tactic should they consider to make this an effective follow-up email?
• Which of the following types of email fall into the consideration bucket of the marketing funnel? Select all that apply.
• Which of the following is an example of email copy? Select all that apply.
• Fill in the blank: A subtle button in a welcome email that says “Get Started” is an example of _____.
• A marketer creates an email campaign to inform customers about their latest products and offers. What common type of email marketing did they use?
• Which of the following are effective ways to use an acquisition email? Select all that apply.
• A digital marketer creates an email newsletter that contains relevant information about its product. However, only a few subscribers click on the call-to-action button. What recommendation will help the marketer increase the effectiveness of the newsletter?
• What are promotional emails commonly used for?
• What is an example of relevant information you can include in an email newsletter?
• A digital marketer creates a promotional email that only a few recipients open. What tip will help them write better subject lines that recipients want to open?
• Which of the following marketing emails should include a call to action? Select all that apply.
• A digital marketer can use website prompts, display ads, social ads, and referrals to do what with email marketing?
• Fill in the blank: _____ is the practice of dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history.
• As a digital marketer, you segment your email list according to spending habits, browsing habits, and brand loyalty. What are these characteristics referred to as?
• As a digital marketer writing an email, what question should you consider to help write the body text?
• What is a best practice when writing email content?
• Which of the following are benefits of email marketing automation? Select all that apply.
• What tool helps marketers manage every part of an email marketing campaign, from sending a large volume of targeted emails to tracking insights?
• What is an example of a personalization mistake in email marketing?
• In the context of email marketing, what is the process to ensure that the email you send does not have mistakes?
• Imagine you are writing an email to tell customers about a new product. You make the email exciting, bright, and enthusiastic. This represents which tip for writing effective emails?
• As a digital marketer, you are building an email list for an upcoming campaign. How can you use search engine marketing to help build your list?
• What should you consider when segmenting an email list according to psychographics?
• You’re writing an email and you consider what you are offering the reader. Where should this information go in your email?
• When writing an email, you refer to the audience as you, your, or yours. You use a code that allows you to insert unique user data, such as their name. What is this code referred to as?
• A marketer sets up an email marketing campaign. They consider using a tool to automate the process while they focus on other parts of the campaign. Which of the following tools can assist them? Select all that apply.
• As a digital marketer, you accidentally send out an email with the wrong product page URL to your list. This is an example of what email marketing mistake?
• Fill in the blank: A _____ process might include creating a checklist that ensures you’re using the correct format, content, personalization tags, and anything else you may want to be careful about.
• Imagine you are sending an email to announce a product launch. You write about how the product creators came up with the product idea, what motivated them to create it, and the problem the product solves. This represents which tip for writing effective emails?
• As a digital marketer, you are building a list of recipients for an email marketing campaign. What can you use to build this email list?
• As a digital marketer, you are dividing your email list by demographics. Which of the following best represents demographics?
• As a digital marketer writing an email, which point of view is it generally recommended to write in?
• Which of the following is true regarding using automation in email marketing?
• What can the Mailchimp, HubSpot, and Salesforce tools assist with?
• How can marketers set the tone of an email marketing campaign?
• A marketer works with data and metrics. Which of the following refers to the relationship between data and metrics?
• Fill in the blank: _____ are the metrics you prioritize to determine your email marketing campaign success.
• As a digital marketer, you learn how engaged your subscribers are. You divide the number of people who opened the email by the number who received the email. What metric did you calculate?
• A marketer creates an email marketing campaign for the holiday season. They send an email to 12,500 people. The email receives 3,722 total clicks, 6,245 opens, and 6,112 unique opens. They are interested to know how the subscribers engaged with the email and decide to calculate the click-to-open rate. How should they determine this metric?
• After emailing their subscriber list, a marketer divides the total number of undelivered emails by the number of emails sent, multiplied by 100. What metric are they calculating?
• After emailing their subscriber list, a marketer divides the number of conversions by the number of emails delivered. What metric are they calculating?
• As an email marketer, you need to determine if your efforts are increasing sales dollars. What metric calculates the ratio of money made and money spent?
• As a digital marketer, you are calculating your email list growth rate for the past month. The list gained 1,729 new subscribers. It had 245 unsubscribes. The list total is 76,921 subscribers. How do you calculate the list growth rate for the past month?
• Which of the following are recommendations for the email marketing report? Select all that apply.
• When giving a presentation on email marketing metrics, you stop speaking after you pose a question to the audience and when you transition to a new section. Which tip for presenting does this represent?
• Fill in the blank: _____ are quantifiable measurements used to track and assess a business objective.
• What metric is calculated by dividing the number of people who opened the email by the number who received the email?
• As a digital marketer, you are calculating the percentage of emails that did not get delivered to the recipient’s inbox. What metric are you calculating?
• An email you sent was delivered to 32,967 recipients. 9,745 opened the email. 403 made a purchase. How would you calculate the conversion rate?
• As an email marketer, you create an email marketing campaign to offer a product discount. The total revenue was $51,700 and the total cost was $2,068. How would you calculate the ROI?
• As a marketer, you include KPIs representing a campaign’s progress and use graphs to communicate information visually. When is this approach particularly important?
• A digital marketer prepares to present campaign data to a large group. They are nervous about the presentation and want to avoid speaking too quickly. When is a good opportunity to briefly pause during the presentation and slow their pace? Select all that apply.
• What is the relationship between data and metrics?
• What is the calculation for the click-to-open rate?
• An email you sent was delivered to 111,714 recipients. 28,045 opened the email. 9,772 clicked on the link in the email. 2,291 made a purchase. How would you calculate the purchase conversion rate?
• What is the calculation for return on investment (ROI)?
• When giving a presentation on email marketing metrics, you create a formal and structured presentation for your external client. The external client is not familiar with the metrics, so you include few abbreviations and avoid jargon. Which tip for presenting does this represent?
• What makes a SMART goal time-bound?
• What makes a SMART goal measurable?
• A marketer creates a SMART goal for an upcoming social media campaign. Why is it important for a SMART goal to be specific?
• As a digital marketer for a pet supplies business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by psychographic characteristics? Select all that apply.
• As a digital marketer for a tutoring business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by demographic data for the child? Select all that apply.
• As a digital marketer for a popular clothing company, you are segmenting your email list to reach customers who enjoy shopping for clothing online instead of in-store. To further personalize your emails, you are interested in learning more about the audience’s behavioral data. What questions will help you determine their audience’s behavioral data? Select all that apply.
• When crafting an email, which element addresses the reader in the second person, emphasizes potential benefits, and is no more than 90 words in length?
• A digital marketer monitors an email list to determine the rate at which the list grows. They count 4,810 new subscribers and 224 unsubscribes from a list of 65,454 recipients. How would they calculate the list’s growth rate?
• In your last email send, you delivered 106,417 emails with 41,067 email opens, 12,449 link clicks, and 2,980 purchases. How would you calculate the purchase conversion rate?
• As a digital marketer, you send 250,070 emails as part of an email marketing campaign. The emails received 48,320 unique opens and 4,813 clicks. How would you calculate the click-to-open rate?
• A marketer creates a SMART goal for an upcoming social media campaign. They are still determining when the goal should be reached by. Why is it important for a SMART goal to be time-bound?
• Consider the following SMART goal: Increase the click-to-open rate on sales emails to at least 8% within six months through more persuasive copy and clear calls to action. What part of the goal is measurable?
• As a digital marketer for a travel booking company, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by psychographic characteristics? Select all that apply.
• In the past month, your email list added 1,942 subscribers and had 277 unsubscribes. The list total is 38,004. What is the calculation for the list’s growth rate?
• A digital marketer delivers 103,000 emails for an email marketing campaign. The emails received 60,320 unique opens and 5,811 clicks. How would they calculate the click-to-open rate?
• As a digital marketer for a travel booking company, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by behavioral data? Select all that apply.
• What makes a SMART goal specific?
• As a digital marketer for a tutoring business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by psychographic characteristics? Select all that apply.
• As a digital marketer for an online homeware store, you are segmenting your email list to reach new and loyal customers. To further tailor your emails to the customer, you are interested in learning more about the audience’s behavioral data. What questions will help you determine the audience’s behavioral data? Select all that apply.
• When crafting an email, which element begins with a verb, is no more than five words in length, and may encourage the reader to make a purchase?
• A digital marketer monitors an email list to determine the rate at which the list grows. They emailed 60,345 recipients and gained 2,500 new subscribers and 530 unsubscribes. How would they calculate the list’s growth rate?
• In your last email send, you delivered 223,482 emails with 48,332 unique opens and 10,041 clicks. What is the calculation for your click-to-open rate?
• Imagine that a marketer is developing a specific campaign in a media plan and they set a target with a measurable, numeric value. What does this describe?
• A marketer aims to increase a company’s yearly revenue. They create a marketing goal to increase the number of website visits. What is the connection between these two goals?
• A marketer uses return on ad spend (ROAS) as the performance goal for an ad campaign. What does ROAS indicate?
• Imagine that a marketer is developing a digital media plan, and they ask: “How long will the campaign run?” What part of a marketing plan does this describe?
• As a marketer, you are working on a digital ad campaign for a new product. You learn that advertising costs $320 to sell 15 units of a $210 product. What is the campaign’s return on ad spend (ROAS)?
• Consider the following scenario: Imagine that you want to learn which of two direct response pages performs better based on the number of clicks. You set up a test that randomly directs half of the web traffic to one page, and half to the other. After a set time period, you tally the total clicks on each page. What is this test called?
• What is the difference between a micro conversion and a macro conversion?
• Consider the following scenario: Imagine that a marketing team has a trove of historical data. The team makes data models based on collected browsing histories. They use these models to identify the right audience for a successful campaign early on. Which application of big data does this describe?
• A marketer identifies the average CPA based on comparative data from historical campaigns. What does this enable them to do?
• When creating a media plan, why should you clearly identify your target audience?
• A marketer creates a new campaign. They determine how many times each ad is displayed and how many responses it receives. What are these targets an example of?
• A marketer measures a campaign’s performance for a company that aims to grow its revenue. They use the formula (number of units sold x cost per unit) / ad spend. What did they determine?
• Consider the following scenario: Imagine that a marketer is working on a digital ad campaign for a single product. They learn that it costs $150 USD in advertising to sell 5 units of a $75 USD product. They apply the formula to calculate return on ad spend (ROAS). What is this marketer’s ROAS?
• After completing an online test, a marketer deploys the better performing of two direct response ads. What type of testing strategy did the marketer use?
• How can predictive analytics help marketing teams? Select all that apply.
• When creating a media plan, why should you identify the media mix?
• How does a marketer set a performance goal for a marketing campaign?
• Which of the following is true about media planning?
• As a marketer, you create a campaign to promote a new product. You learn that advertising costs $450 to sell 30 units of a $310 product. At the end of the campaign, you are interested in the ratio of revenue generated to the amount spent on advertising. How would you calculate the campaign’s return on ad spend (ROAS)?
• A marketer uses attribution to assign credit to completed purchase transactions instead of responses that indicate they are on the way to purchase. What type of conversion does this refer to?
• When creating a media plan, why should you allocate a fixed budget?
• In Google Analytics, which of the following are required for data collection? Select all that apply.
• Consider the following scenario: Imagine a marketer sets up a Google Analytics 4 property to collect information about a brand’s website. Next, they set up events to track user behavior on the site. Which of the following are examples of events they can track?
• A digital marketer uses Google Analytics to help monitor the conversion rate for an email campaign. Which campaign tags should be added to the URL shared in emails? Select all that apply.
• In the Google Analytics Explorations feature, which Template gallery technique uses a table or chart to visualize the data?
• In Google Ads, what is the impressions metric?
• In Google Ads, what can ad groups help you do? Select all that apply.
• Consider the following scenario: Imagine that a marketer wants a more complete view of the marketing funnel in one place—from clicks in the Awareness stage to conversion rate in the Conversion stage—without switching between platforms. What method can they use to do this?
• Fill in the blank: An ads preferred attribution model attributes 100% of a conversion to _____.
• Fill in the blank: Data from Google Analytics can also be _____ like BigQuery, which is Google’s data warehouse in the cloud.
• Consider the following scenario: Imagine that a marketer needs to monitor a website’s performance with analytics tools. The website’s tags are implemented using JavaScript code and the company works exclusively with Google tools. Which method of tagging is specifically designed to be used with all Google products and services?
• In Google Analytics, what is the result of an event?
• Consider the following scenario: Imagine a marketer sets up a Google Analytics 4 property to collect information about a brand’s website. Next, they want to learn what devices were used to visit the website. What can the marketer use to collect this information?
• In Google Analytics, which UTM tag helps monitor the traffic from email?
• In the Google Analytics Explorations feature, which Template gallery technique shows how user segments relate to each other?
• A marketer calculates the average number of conversions per ad interaction at the conversion stage of the marketing funnel. What metric did they use?
• A marketer sets up a Google Ads account. They create a campaign and select a campaign goal. They then decide to use an ad group. What does an ad group allow them to do?
• A marketer uses an attribution model that attributes 100% of a conversion to the last channel that a customer clicked through. Which model does this describe?
• What are the benefits of exporting marketing campaign data from Google Ads and Google Analytics as a CSV file? Select all that apply.
• Fill in the blank: Google Tag Manager enables the use and management of _____ and systems in a simple and centralized way.
• Fill in the blank: When a Google Analytics 4 property is initially set up for a website or app, certain _____ are automatically enabled to collect information.
• A digital marketer identifies the users who clicked the link to a landing page from Facebook. What tags did they add to the page URL? Select all that apply.
• In Google Ads, what is the conversion rate metric?
• A marketer uses an attribution model that attributes 100% of a conversion to the last Google Ads channel clicked through. Which model does this describe?
• A marketer exports data from Google Ads and Google Analytics. What does this enable them to do?
• A marketer uses Google’s global site tag to monitor and track a website. Why would they choose this tag?
• A marketer uses the customer lifetime value, or LTV, to calculate the ROI for a campaign. What does an upward LTV trend indicate?
• A marketer measures a campaign’s return on ad spend (ROAS). Which calculation should they use to determine the ROAS?
• Fill in the blank: When preparing for _____, it is helpful to document past performance and desired improvement.
• What tools offer A/B testing? Select all that apply.
• A digital marketer uses A/B testing to compare two direct-response ads. What positive outcome are they likely to experience after implementing the results of the test?
• A digital marketer makes minor changes to an ad. They consider testing the new version compared to the old version to determine which performs better. What does an ad variation enable them to do?
• Consider the following scenario: A digital marketer needs to set up a test for changing a current headline. To start, they navigate to the Campaigns page in Google Ads. They select the option All campaigns, and then they click on Experiments in the navigation panel. Next, they create the new headline: “Buy Today.” They choose a 30-day run and use the default 50% split for the test. Now their test is ready. What type of A/B test did they set up?
• What does a digital marketer need to pay attention to when reviewing results in the ad variations table?
• At the end of a campaign, you evaluate whether or not the campaign was successful. What key factor indicates a successful marketing campaign?
• Consider the following scenario: A digital marketer’s recent campaign set a micro performance goal of increasing email signups by 20%. They also set a macro performance goal of increasing purchases by 12%. The results showed that the campaign increased email signups by 25%, but it seemed to have no effect on completed purchases. Based on this data, what action should the digital marketer take for a future campaign?
• What are the different ways to calculate return on investment (ROI)? Select all that apply.
• Fill in the blank: _____ is calculated by the revenue generated, divided by the amount spent on advertising.
• Why would a digital marketer prepare an A/B test?
• A digital marketer uses software tools to perform A/B tests. Which of the following does this enable them to do?
• Which of the following is true about A/B testing?
• Fill in the blank: _____ can test changes to ads like a change to a URL, headline, or call to action.
• A digital marketer changes an ad headline and sets up a test to determine which headline performs better. They go to the Campaigns page, select All campaigns, and then click on Experiments in the navigation panel. Next, they create a new headline. What did they set up?
• When reviewing the results of an A/B test, you notice many metrics appear with blue stars. What should you consider at this stage?
• A digital marketer’s overall marketing goal is to increase sales revenue. They set a micro-conversion performance goal of increasing newsletter sign-ups by 15%. Why would the marketer create this micro-conversion performance goal?
• Consider the following scenario: A digital marketer’s recent campaign set a micro performance goal of increasing email signups by 20%. They also set a macro performance goal of increasing purchases by 12%. The results showed that the campaign increased email signups by 25%, but it seemed to have no effect on completed purchases. Based on this data, what action should the digital marketer take for a future campaign?
• A marketer measures the ratio of money made to money spent for a campaign. Which calculation for the campaign’s return on investment will help them determine this?
• What determines ROAS targets in a marketing campaign? Select all that apply.
• Which of the following is true about A/B tests? Select all that apply.
• Fill in the blank: Digital marketers can make minor text changes to ads without fully testing them, especially since A/B tests _____.
• Consider the following scenario: After an A/B test runs, a digital marketer reviews metrics like clicks and impressions. Each metric shows a positive or negative percent, which indicates the amount of change there was between the two different headlines tested. What type of table is the digital marketer using to view these results?
• Fill in the blank: A marketing campaign’s success is mainly determined by whether or not it met the company’s ____.
• A marketer gathers campaign metrics such as online sales revenue, number of orders, and average order value. What does this information allow them to determine?
• What role do stakeholders typically play in a campaign?
• A marketer determines what type of interaction each stakeholder requires from them during a campaign. What visual assistance helps them gather this information?
• Why would a marketer sort data in a spreadsheet?
• A marketer uses a tool to categorize spreadsheet data and identify any patterns in the data. What tool allows them to do this?
• A marketer uses a chart to compare two variables side-by-side. The chart displays each variable as a bar. What type of chart did the marketer create?
• In which of the following scenarios would a horizontal bar chart be most useful?
• A business hires someone to analyze data and create and monitor marketing campaigns. What is this role known as?
• On a marketing team, who is responsible for running database queries, applying statistical methods to data, and creating data visualizations?
• Why would a marketer create a data dashboard?
• You are creating data visualizations to present campaign results to stakeholders. Which best practice should you follow to make the presentation more effective?
• Which of the following are reasons why stakeholders might be important to a project or campaign? Select all that apply.
• Which of the following might be reasons to create a stakeholder map? Select all that apply.
• A marketer uses the filter function in a spreadsheet to display data according to specific criteria. What additional filter option can they use?
• Which of the following changes your view of data in a spreadsheet to a different perspective to categorize it, or to identify an insight or trend?
• Fill in the blank: A benefit of _____ is that you can easily copy and paste them into slides when you need to share data insights with others.
• How is an area chart different from a line chart?
• On a marketing team, who is responsible for running campaigns, identifying target audiences through research, and evaluating trends?
• What programming language allows you to access large databases for analysis?
• A data analyst uses visual analytics software to analyze data and create unique dashboards and visualizations. What software does this refer to?
• Which of the following is a best practice when creating slides for a presentation?
• Which of the following describes the relationship between stakeholders and marketing coordinators?
• A marketer is working with a spreadsheet. What can they do to display only data that meets a certain condition and hide all non-matching data?
• What are the three main fields used to categorize data in a pivot table?
• When would you use a horizontal bar chart instead of a vertical column chart?
• Fill in the blank: A _____ could blend a marketing coordinator and a data analyst role into a single marketing specialist role.
• A marketing team member queries databases, applies statistical methods to data, and creates data visualizations. What role does this describe?
• Which of the following resources help marketers visualize data with custom reports and dashboards? Select all that apply.
• Which three steps should you follow when creating an effective presentation using marketing analytics?
• Which of the following describes e-commerce?
• A company offers a program that allows customers to edit videos online. What type of e-commerce product does the company sell?
• A brick-and-mortar store’s location and hours make it difficult for customers to visit. How does e-commerce offer the business a solution to its problem?
• An e-commerce business receives a large amount of website traffic. What does this traffic data indicate?
• An e-commerce business adds a shopping cart to its website. What is the purpose of the shopping cart?
• Which of the following are examples of market research considerations? Select all that apply.
• Which of the following are benefits to a company using market research to better understand customers? Select all that apply.
• Which of the following equations would allow a company to calculate the net profit of a product?
• A company partners with a wholesale supplier to sell products made by other companies. What is the advantage of using this product sourcing model?
• Which of the following are key characteristics of branding? Select all that apply.
• Which of the following are things that can be sold online through e-commerce? Select all that apply.
• Purchasing and downloading Adobe Photoshop is an example of which type of e-commerce product?
• A customer clicks on an ad that directs them to a product page. The product page is an example of what type of page?
• Which of the following keeps track of all the items the customer plans to purchase?
• What expenses should you include when calculating a product’s net profit?
• A company designs and produces custom products by partnering with a manufacturer. What is the benefit of using this product sourcing model?
• Why is quality an important part of a company’s branding? Select all that apply.
• Which of the following is considered an e-commerce service?
• Which of the following are reasons a brick-and-mortar store might expand to include online sales? Select all that apply.
• Fill in the blank: The first page a visitor encounters when they go to a website is called a _____.
• Fill in the blank: In e-commerce, research that includes conducting surveys or interviews, direct observation, or focus groups is called _____.
• Which of the following customer demographics enable a marketer to better understand their target audience?
• Fill in the blank: Dropshipping, partnering with a vendor or wholesale supplier, and designing and creating custom products to manufacture are all examples of _____.
• Which of the following is a store that allows customers to search or browse for products, add them to a virtual shopping cart, and pay for their purchase online?
• What is the primary purpose of a navigation bar that appears at the top of an e-commerce website?
• Video captions are an example of which of the following e-commerce website features?
• A business uses Shopify to sell products to customers online. Shopify is an example of what type of solution?
• Which of the following are disadvantages to open-source software? Select all that apply.
• Which of the following are disadvantages to Software-as-a-Service (SaaS)? Select all that apply.
• As a marketer uploads an image they add a brief written description. This description helps screen readers and search engines understand what is in the image. What feature did the marketer add to the page?
• Which of the following are characteristics of a good product description? Select all that apply.
• What tool offers e-commerce businesses accurate Google Shopping listings and exclusive Google Analytics support for online products?
• Why would a business add multiple sales channels to a Shopify store?
• What type of store should a business consider if it wants to sell its products online?
• Which of the following are basic elements that customers can expect to find on almost any e-commerce site they visit? Select all that apply.
• Fill in the blank: When a website is ____ that means it has been specifically designed to work on all types of devices, including computers, mobile phones, and tablets.
• What are the two types of software typically used for e-commerce platforms?
• Which of the following are advantages to open-source software? Select all that apply.
• Which of the following are advantages to Software-as-a-Service (SaaS)? Select all that apply.
• What is the function of a domain for an e-commerce store?
• Which of the following can be done in the marketing dashboard of a Shopify account? Select all that apply.
• How can an e-commerce business sell its products on Shopify in multiple places?
• Which of the following can be done through an e-commerce platform? Select all that apply.
• An e-commerce website includes video captions and screen readers to help people with disabilities navigate the site. What website feature do these tools enable?
• Which of the following are e-commerce platforms? Select all that apply.
• An e-commerce business aims to create a custom online store with technical features and capabilities. A web developer will edit the original source code. Which type of e-commerce platform will help them achieve their goal?
• What disadvantage of SaaS should a business consider when searching for an e-commerce platform?
• Why would you include SKUs for each product when you update an e-commerce website’s product page?
• Which tip should you consider when you upload product images to an e-commerce website?
• Which of the following would a company need to create and publish a Google Merchant Center account? Select all that apply.
• While building a Shopify account, where can a user go if they do not find the sales channel they want in their list?
• Consider the following scenario: An established business in the community is considering a move to online advertising. They typically market their products in various print publications, but have recently observed a decline in sales and overall customer traffic. However, they are not sure if they should try online advertising. What benefits of online advertising could convince this business to advertise online?
• Before online advertising, what type of audience was nearly impossible for small to medium-sized companies to reach?
• A marketer uses various campaign types to create specific messaging for their online ads and attract and engage their target audience. What did they use?
• As an e-commerce marketer, you aim to sell a product by listing it on search results along with a photo of the product and its price. Which ad campaign should you create?
• As an e-commerce specialist, you create an automated campaign that only requires a few steps to complete and saves you time and money. What campaign does this refer to?
• An e-commerce marketer creates an ad campaign that uses real-time signals like user queries, time of day, and devices to show products to customers. What is a benefit of choosing a Smart Shopping campaign to reach customers at the right time?
• Consider the following scenario: A digital marketer is creating a Smart Shopping campaign in Google Ads. Their next step is to specify the products they want to advertise in the campaign. They decide that because there are so many products available, their entire feed should appear in their ads. Why is it problematic to take this approach?
• Fill in the blank: During _____, businesses can expect to receive the most financial gain.
• As an e-commerce specialist, you use seasonality adjustments to inform Smart Bidding and prepare for seasonal events. What does this tool allow you to do?
• Fill in the blank: When optimizing your e-commerce strategy, consider adjusting certain product prices so that they match or are _____.
• Fill in the blank: To improve _____, advertisers have shifted their advertising budgets to focus largely online.
• An e-commerce marketer creates an ad campaign that is not limited to the Google Search platform but can appear on any platform part of the Google Display Network. Which ad campaign did they create?
• A marketer aims to reach new and returning customers online and considers different ad campaigns. Why should they consider a video ad campaign to reach their goal?
• Fill in the blank: For e-commerce, Smart shopping campaigns are the best Smart campaigns to help maximize _____.
• What campaign goal should a digital marketer select when creating a Smart Shopping campaign in Google Ads?
• Fill in the blank: Those in the e-commerce industry use _____ to determine when a business will receive a potential increase or slowdown in revenue sales.
• Consider the following scenario: An e-commerce specialist measures efficiency frequently. In the off-season, they revisit their goals and demand trends. Based on their review, they realize that they need to determine their company’s bidding strategy for the on-season, consider new customer acquisitions, and start using Google’s Ads’ Performance Planner. Based on the actions the e-commerce specialist needs to take, what are they planning for?
• How can e-commerce specialists optimize their e-commerce strategy? Select all that apply.
• What e-commerce benefit is cost effective, quick and easy to produce, and has global reach?
• A small to medium-sized company aims to reach a global audience. They are searching for a method that does not cost millions of dollars or require extensive research. What should they do?
• What are the different campaign types that Google Ads offers? Select all that apply.
• When creating a Smart campaign, you give Google control of the campaign’s direction and how the budget is spent. What is a benefit of this?
• As an e-commerce specialist, you create an automated campaign that allows you to optimize for more sales and reach shoppers across Google’s sites and networks. What campaign does this refer to?
• What default does a Smart Shopping campaign set when choosing an average daily budget?
• As an e-commerce marketer, you create a marketing strategy for when customers are much more likely to buy products due to related weather variables or special events. What season does this refer to?
• Consider the following scenario: In order to engage customers and strengthen their connection to the brand, a bridal gown e-commerce store guides their customers to a questionnaire that helps them find a dress that fits their needs. Then, the store provides a video that guides the customer through the process of accurately taking their own measurements. What is this direct customer attention called in e-commerce?
• Besides personalized recommendations, how else can an e-commerce store engage customers?
• What step do customers typically complete before they enter the checkout process?
• Why do e-commerce stores use a point-of-sale (POS) system?
• What could cause an e-commerce business to experience a high cart abandonment rate?
• Fill in the blank: Website errors cause doubt and a lack of trust in the customer’s mind, resulting in _____.
• An e-commerce company processes all its orders and ships packages to customers. What is this process called?
• What are the benefits of in-house fulfillment? Select all that apply.
• Fill in the blank: _____ is when products are shipped from the supplier directly to the customer.
• What are the benefits of using a fulfillment service? Select all that apply.
• Fill in the blank: One of the most important ways to engage customers and strengthen their connection to a brand is to _____ the customer experience.
• Which are personalization options for rewards programs? Select all that apply.
• Fill in the blank: If a customer has a _____, they can sign in and move through the checkout process faster.
• An e-commerce business uses a point-of-sale (POS) system to capture payment information. What additional information might they capture at this stage? Select all that apply.
• Why do customers typically abandon their carts during the checkout process?
• A marketer improves an e-commerce store’s checkout process. Which of the following steps did they likely implement?
• What steps are involved in the order fulfillment process? Select all that apply.
• Fill in the blank: Handling fulfillment _____ gives a company the most control over the quality of the work.
• What are the benefits of dropshipping? Select all that apply.
• Why would an e-commerce business consider using a fulfillment service instead of dropshipping?
• What is personalization?
• Fill in the blank: E-commerce stores can engage customers by creating a _____, which builds customer loyalty by providing incentives for customers to continue shopping with the brand.
• Fill in the blank: In order to reduce cart abandonment, the checkout process needs to be easy to navigate on a _____, since more customers are shopping on them.
• An e-commerce company stores its inventory in a warehouse and uses custom packaging and labels before shipping orders to customers. Which type of order fulfillment is this?
• What is the advantage of in-house order fulfillment for an e-commerce brand?
• What are the benefits of using the dropshipping model in e-commerce?
• As an e-commerce marketer, you know that customer loyalty is necessary to build a brand. Which of the following will help you build customer trust and ultimately gain their loyalty?
• An e-commerce marketer builds customer loyalty to a brand by creating a sense of community online. They encourage customers to share their experiences with the brand. What actions can the marketer encourage customers to take as part of the brand community? Select all that apply.
• As a digital marketer, you are creating a rewards program. Your program allows customers to graduate to a new status level based on the amount of money spent. What type of rewards program are you using?
• As a digital marketer, you create a rewards program that allows customers to sign up for a virtual club after making a purchase. Why do you use this rewards program tactic to increase customer loyalty?
• As a digital marketer, you notice that customers often visit an e-commerce website but do not complete a purchase. How can dynamic remarketing with Google Ads help you re-engage these customers?
• Which of the following are reasons to send post-purchase emails? Select all that apply.
• As a digital marketer, you are framing questions that do not encourage a customer to answer a certain way. This represents which tip for creating customer survey questions?
• Which of the following questions should you use to reflect on your survey after completing it? Select all that apply.
• What does a multi-channel customer service approach enable businesses to do?
• A marketer uses a survey to determine how satisfied customers are with their website. They also identify if customers experienced any problems along their shopping journey. What type of survey did they use?
• As a digital marketer, you offer a tier-based rewards program to encourage customers to purchase from a brand. What incentive could you use for a tier-based rewards program?
• What are ways to make a rewards program more personalized? Select two.
• As a digital marketer, you use dynamic remarketing to re-engage customers and increase their loyalty. What products might the Google Ads product recommendation engine include in the ads?
• Sending post-purchase emails helps ease the feeling of what among online customers?
• What are examples of post-purchase questions? Select all that apply.
• As a digital marketer, you manage customer expectations about how soon they will receive a response from a business. Which of the following ways could you use to manage expectations?
• Which type of survey measures a customer’s satisfaction with products or services?
• Which of the following are ways to build trust in customers? Select all that apply.
• An e-commerce marketer builds customer loyalty by sending an email about the company’s environmentally friendly approach to their products. What strategy for building community are they using?
• As a digital marketer, you are creating a rewards program. Your program has an incentive based on the amount paid during a single purchase. What type of rewards program are you using?
• As a digital marketer, you use surveys to help understand customer needs and interests. Which of the following tips should you consider when creating survey questions?
• How does a frequently asked questions (FAQs) page on a company’s website help build customer trust?
• A marketer creates a Net Promoter ScoreⓇ (NPS) survey and sends it to a business’s customers. What did they determine from the survey responses?
• What information can the marketer learn from email marketing analytics?
• Which of the following describes the purpose of brand advocacy?
• Over what time period would a newly established e-commerce store compare the results of their metrics?
• A digital marketer monitors an e-commerce store in Shopify. They access Live View to learn about the store’s performance in real-time. What information is available to them in Live View?
• A digital marketer for an e-commerce company tracks the average order value. What information do they learn when tracking this metric?
• A marketer increases an online store’s revenue in six months without gaining new customers. How did they achieve this short-term growth?
• A digital marketer updates an e-commerce website. They want to identify which new web page impacts customers most and use a method that compares two versions of the page. What method did they use to determine the best-performing web page?
• A pet supply company encourages customers to add flea repellent, shampoo, and toothpaste to their order of puppy vitamins. What does this sales technique achieve?
• Which of the following are benefits to a company using product analytics?
• Which of the following are ways a company might improve their product conversion rate? Select all that apply.
• A marketer uses paid advertising analytics to track a campaign’s performance and improve its return on investment. What information does the marketer learn from paid advertising analytics?
• Which of the following metrics measures brand advocacy by using a survey to ask how loyal customers are to a company?
• An online store has been in business for over seven years. To measure the store’s growth and revenue, they use quarter-over-quarter and year-over-year comparisons. Why is the store able to track metrics over a longer period?
• Which of the following does the Shopify overview dashboard provide information about? Select all that apply.
• Which of the following metrics tracks the average amount of money a customer spends each time they complete a purchase?
• A digital marketer needs to determine how much it costs to gain new customers for an e-commerce store. What metric should they track?
• Which of the following sales techniques is used to encourage customers to spend more by purchasing a product that is related to what they are already buying?
• What can a company use to find the percentage of customers who purchase a product after viewing it?
• What can a company use to find the percentage of products sold that are sent back by customers?
• Which of the following information can paid advertising analytics provide to help a company improve its marketing campaigns? Select all that apply.
• Which of the following e-commerce metrics provides information about customer satisfaction so that companies can evaluate the customer experience and find ways to make improvements?
• Fill in the blank: Companies can use _____ to understand how customers interact with and navigate a website.
• A business uses product analytics to help plan its inventory needs. What can product analytics tell the business about its inventory needs?
• Which of the following are metrics a company might use to analyze product performance? Select all that apply.
• Which of the following is true about website portfolios?
• An applicant submits their resume as part of the hiring process. What is a resume?
• Which of the following are benefits of doing pre-interview research? Select all that apply.
• What typically makes a follow-up interview different from a preliminary interview?
• As someone who is doing pre-interview research, you gather knowledge about the company and its products and services. Which task is involved with this pre-interview research step?
• Which of the following is true when building rapport with interviewers?
• During an interview, you answer a question by saying, “In three months, we were able to add over 200 new followers. Several customers said they discovered the company on the social media platform I posted on.” Which STAR method step does this dialogue represent?
• As an entry-level digital marketer, you create an elevator pitch. What will you include in the introduction of your elevator pitch?
• Which best describes a role as a generalist? Select all that apply.
• Which of the following is true about in-house roles?
• Which of the following is true about printed slideshow portfolios?
• Which one to two page document to secure employment provides an applicant’s background, skills, and accomplishments?
• An applicant creates a resume that includes their experience, personal information, education, and training. What additional information should they add to their resume?
• A candidate is invited to attend a follow-up interview. What are some common characteristics of a follow-up interview?
• While doing pre-interview research, a candidate learns about the requirements and expectations of a new job. How should the candidate find these requirements and expectations?
• During an interview, it is important to share information about yourself to build a relationship. What should you also remember when sharing your interests during an interview?
• During an interview, you answer a question by saying, “In my last job, as an office administrator, the small business owner wanted to grow their social media following.” Which STAR method step does this dialogue represent?
• As an entry-level digital marketer, you create an elevator pitch. What should you include about your background in your elevator pitch?
• When searching for a role, what aspects may be specific to e-commerce and not to digital marketing? Select all that apply.
• What work environment is for self-employed individuals that are not necessarily committed to a particular employer long-term?
• Which of the following statements regarding how to present a portfolio is true?
• Which of the following are tips when creating a work portfolio? Select all that apply.
• Which best describes a role as a specialist? Select all that apply.
• What workplace often operates independently from the business that they have been hired for, takes on many clients, and likely will not have the final decision of assignment direction?
• There are several advantages of digital marketing. Which of the following applies? Select all that apply.
• 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?
• Which of the following statements regarding working in a marketing career is generally true?
• What contains your samples of past work and demonstrates relevant work experience?
• 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?
• Which of the following are benefits of working in a marketing agency role? Select all that apply.
• There are a variety of roles and responsibilities in digital marketing. Which of the following are typical entry-level roles? Select all that apply.
• Which of the following are typically job responsibilities for a digital marketing coordinator? Select all that apply.
• Fill in the blank: _____ is the practice of reaching customers online through digital channels with the aim of turning them into customers.
• With digital marketing, you can provide customers personalized communication directly through channels such as email and social media. Which advantage of digital marketing does this represent?
• Which one of the following describes marketing roles?
• What best describes the skill of data storytelling as a digital marketer or e-commerce analyst?
• What are typical job responsibilities for an e-commerce analyst? Select all that apply.
• Fill in the blank: _____ is generally cheaper, more convenient, and more accessible than storefront sales.
• Which statement about marketing careers is generally true?
• What do effective digital marketing or e-commerce candidates often have? Select all that apply.
• As a new associate, you may be asked to analyze data from a website and mobile app, use SEO to maximize website traffic, and execute loyalty programs. Who typically fills this role?
• 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?
• How can a digital marketing strategy build customer trust and loyalty in a brand?
• A retail business wants to focus its efforts on digital marketing. Why should they carefully consider the customer journey?
• 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.
• What is the marketing funnel also known as?
• Which outcomes take place at the top of the marketing funnel? Select two answers.
• Aisha just made her first purchase on a company’s website. In order to nurture this relationship and build brand loyalty, how can digital marketers create a positive post-purchase experience for Aisha?
• 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?
• Why would a business create multiple customer journey maps?
• A marketing funnel is wide at the top and narrow at the bottom. What does this show?
• What are the four stages of a simple marketing funnel?
• Fill in the blank: An effective top funnel marketing strategy uses _____ and creates a consistent experience across all of them.
• How can digital marketers create a positive post-purchase experience and encourage customer loyalty?
• Fill in the blank: Digital marketing helps online companies stand out from the competition by _____.
• Why is it important to learn about your audience?
• Fill in the blank: During the _____ stage of the marketing funnel, customers begin to explore your business to find out what makes your business unique. Some potential customers will become leads.
• Why do marketers track impressions, reach, and frequency at the top of the marketing funnel?
• What is the goal of the conversion stage?
• Which of the following refers to marketing and brand identity? Select all that apply.
• What is a small, targeted objective that is specific to promotional activities?
• A travel business wants to increase its number of active customers by 10% over the next six months. To do that, they will add new features that make it easier for customers to book a trip online. What type of goal is this?
• Which of the following are examples of owned media? Select all that apply.
• Why is social media marketing important?
• Imagine that a business tailors its email marketing content to deliver an individualized experience for subscribers. What is this process called?
• Consider the following scenario: To build better relationships with their email subscribers, a business updates how they send email: They address recipients directly, send event promotions, and follow up on previous interactions. They also decide to send emails to groups of subscribers based on location. What email marketing techniques is this business using?
• What does it mean when a brand has positive equity?
• 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?
• Which of the following statements refer to marketing goals?
• 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?
• What do you call unwanted emails sent to a mass recipient list?
• A business wants to follow up on a customer’s recent interactions. Which of the following could they include in an email?
• What term describes the way a company is perceived by the public?
• What is a marketing goal?
• Which of the following refers to owned media?
• What can brands do to deliver an experience that feels specific to each individual? Select all that apply.
• What do businesses use marketing data for?
• A marketer for a company organizes and summarizes data to track performance across marketing and sales efforts. What is this process called?
• What is customer lifetime value?
• What does attribution help businesses do?
• A marketer uses real customer behaviors to assign credit. Which attribution model did they use?
• Data, a compelling narrative, and clear visualizations work together to engage audiences by explaining insights. What does this refer to?
• What are data visualizations?
• Fill in the blank: Information about a company’s total number of social media followers is an example of _____.
• Imagine that a company wants to successfully launch a new product. Which of the following processes would provide useful information about customer behaviors from measurable outcomes of marketing campaigns that could help the company plan and refine an effective sales strategy?
• Which of the following are characteristics of attribution? Select all that apply.
• How does a digital marketer use data storytelling?
• A marketer creates graphs and illustrations to clarify trends and express relationships between data points. What is this part of a data story called?
• Which of the following are examples of data? Select all that apply.
• What refers to the average revenue generated per customer over a certain period of time?
• A marketer gives equal credit to each touchpoint along a customer’s journey. Which attribution model did they use?
• 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?
• Which of the following statements is true regarding a marketing funnel?
• What is the difference between strategies and tactics?
• As a digital marketer, you implement a rewards program to incentivize customers to become repeat customers. This strategy falls under which marketing funnel stage?
• Which strategies can collect research for customer personas? Select all that apply.
• Which of the following best describes a customer who is in the consideration stage?
• Fill in the blank: Search engine marketing increases a website’s visibility in a search engine through _____.
• Which of the following strategies motivates a potential customer to make a purchase in the conversion stage?
• 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?
• Which of the following are benefits of the marketing funnel? Select all that apply.
• Which of the following are considered strategies or tactics to build brand awareness? Select all that apply.
• As a digital marketer, you send out ads to potential customers who recently visited the company website, but did not purchase anything. This strategy falls under which marketing funnel stage?
• What do local results display on search engine results pages (SERPs)?
• One of the pre-SEO factors to consider is “knowing your customers well.” What does this include?
• Fill in the blank: Whenever possible, use _____ when creating new webpages.
• Which of the following is true regarding URL text? Select two answers.
• What best describes a search algorithm?
• One of the pre-SEO factors to consider is “brainstorming content for people first.” What does this include?
• What is considered the core part of a website’s URL or internet address?
• One of the main processes of the Google search engine is indexing. What does this refer to?
• Fill in the blank: The Google search algorithm sorts through _____ to deliver the most relevant content for a given search.
• Which search engine results pages (SERPs) feature displays additional information about a website such as review ratings, price, or availability in the results page?
• Content development is a task involved with search engine optimization. What does this task include?
• How can a marketer optimize a company’s website to build customers’ trust?
• Which practice should a digital marketer follow when creating anchor text?
• What website element provides the search engine a summary of what the website is about?
• According to the beginner steps for Google Search Console, what happens immediately after verifying a website’s ownership?
• Why would a website receive a Manual Action report?
• What does the removals tool in Search Console enable a digital marketer to do?
• Which of the following statements is true about website optimization?
• What are some benefits of good anchor text? Select all that apply.
• When creating page titles for a website, why should you ensure every page has a unique title?
• What is the first step you need to take when setting up Google Search Console?
• Which of the following best describes rich results?
• Where do search engine marketing (SEM) ads typically appear?
• 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?
• Which of the following best describes the structured snippet extension?
• 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?
• 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?
• Which of the following statements refers to ad rank? Select all that apply.
• As a digital marketer, you may create ads. Which of the following refers to uploaded display ads?
• Fill in the blank: _____ is a type of advertising model that allows businesses to pay only when someone takes an action on their ad.
• Which of the following statements regarding search engine marketing is true?
• Which of the following refers to the phrase keyword match type?
• Fill in the blank: Ad _____ are the text, videos, and images that appear alongside Google search results.
• 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?
• 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?
• What are the reasons why social media marketing has become a crucial element of many companies’ business development strategies? Select three answers.
• Why is social media a cost-effective way to reach customers?
• When planning and publishing social media content, it is important to do which of the following? Select all that apply.
• Which are the three types of digital media? Select all that apply.
• What is paid media?
• A marketer shares detailed information about a brand and compares its offerings to its competitors. What stage of the marketing funnel are they targeting?
• What enables companies to connect with their customers in order to help customers better understand their brand?
• 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.
• Which of the following is true about earned, owned, and paid media?
• Which is the most common form of owned social media?
• Fill in the blank: The social media marketing funnel begins in the _____ with potential customers learning about a company’s brand.
• 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.
• 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 _____.
• Fill in the blank: The first core pillar of social media marketing is ___.
• 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?
• A brand wants to increase its website traffic and gain customer insights. What kind of goals are these?
• Which of the following are examples of entertaining content? Select all that apply.
• What does promotional content enable marketers to do?
• A marketer shares weekly articles on social media to provide the audience with information about a specific product. What content format are they using?
• What does a social media calendar enable digital marketers to do?
• How can a company identify their target audience? Select all that apply.
• A marketer posts amusing and interesting memes that help audiences relate to a brand. What type of content is this?
• Why is setting goals for a social media marketing campaign important? Select all that apply.
• A marketer posts FAQs, tips, and infographics on social media to show a brand’s knowledge and wisdom. What type of content is this?
• Fill in the blank: _____ talks about a company’s products and services with the intent of marketing them to current customers and drawing in new followers.
• Which of the following are potential benefits of using social listening to better understand how customers feel about a brand? Select all that apply.
• 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?
• Fill in the blank: Content that is _____ will be relevant over a long period of time.
• Which of the following would likely result from having an authentic brand voice? Select all that apply.
• 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?
• Imagine a skin care company wants to increase social media engagement by responding to comments and mentions from customers talking about their brand. Which of the following are best practices for engaging with customers? Select all that apply.
• Fill in the blank: Any message posted to Twitter that may contain elements like text, photos, videos, links, and audio is called a _____.
• Fill in the blank: _____ helps a company track and analyze conversations related to their brand and learn what is happening in their industry, such as trends or how the market is performing.
• Which of the following are possible benefits to a company using social listening to assess their competition? Select all that apply.
• Fill in the blank: Addressing customers by their first name and responding to comments with humor or warmth are all examples of _____.
• Fill in the blank: _____ is someone who chooses to receive updates from a business or brand on a social media platform.
• What is true of quantitative data? Select all that apply.
• Imagine that a marketer tracks, collects, and analyzes data from social media platforms. They use this information to improve their company’s strategic decisions. What process does this describe?
• Imagine that a marketer compiles demographic information about their target audience on social media. They use this information to refine their marketing tactics. What benefit of social media analytics does this describe?
• How do social media goals and metrics work together?
• What should a marketer consider when creating a social media report? Select all that apply.
• Which of the following will help an audience understand the information in a report?
• A marketer uses analytics tools to count the total number of followers gained on each social media platform over a set period of time. What benefit of social media analytics does this describe?
• At the conversion stage of the marketing funnel, a business decides to measure how many customers are referrals. What does this mean?
• Imagine that a marketer tracks shares and retweets across social media. They spot an emerging trend that their audience is sharing posts about. How should they use this information?
• Fill in the blank: Social media KPIs are used to assess whether a social media _____ is effective.
• Consider the following scenario: Imagine that a marketer is preparing a social media report. They consider who will read the report and align the report to the needs of that group. The marketer includes information that the group wants to know and adjusts the level of detailed data on specific items accordingly. What social media reporting practice does this describe?
• When you deliver a social media report presentation, you should remember to connect with your audience. What does this mean?
• As a marketer, you include an evaluation and explanation of why a campaign may have received certain results. Where should you put this information in the report?
• As an e-commerce marketer, you gain customer loyalty by first building their trust. What can you do to build trust with your customers?
• As a digital marketer, you offer a spend-based rewards program to incentivize customers to purchase from a brand. What incentive could you use for a spend-based rewards program?
• Fill in the blank: _____ is displaying ads to previous visitors that contain the products or services they already viewed on your website.
• A digital marketer uses post-purchase communication to build relationships with existing customers. Why would they consider sending post-purchase emails to reach these customers?
• As a digital marketer, you pace your communication with customers as part of an effective post-purchase communication strategy. How can you pace your communication?
• A marketer creates a usability survey for an e-commerce store. What information do they plan to gather from the survey responses?
• As a digital marketer, you create an option for customers to easily set up an ongoing delivery of your products. What strategy are you using to make it easy for customers to stay connected?
• A company builds customer loyalty through an e-commerce rewards program. Which of the following rewards program benefits can help with building customer loyalty? Select all that apply.
• As a digital marketer, you aim to remove any sense of regret customers may experience after making a purchase. What follow-up method can help ease these negative feelings? Select all that apply.
• As a digital marketer, you create a survey to understand customer needs and interests. You have learned that instead of asking leading questions, you should ask open-ended questions. Which of the following is an open-ended question you could ask?
• A digital marketer creates a post-purchase survey to target customers in the future and encourage them to return to the business’s website. What post-purchase survey question could the marketer ask to learn more about the customers?
• Which page on your website is likely to save you time, build trust between your brand and customers, and bring in new traffic to your website?
• Which of the following statements regarding building loyalty in customers is true?
• To create an effective e-commerce rewards program, businesses should consider how they can create a community within their customer base. Which of the following helps with community building?
• Fill in the blank: Businesses send _____ to prompt customers to make a repeat purchase when the items they previously bought are limited.
• A digital marketer creates questions for a customer survey. What can they ask themself to ensure the questions effectively gather customer information?
• Which of the following information can social media analytics provide to help a company improve their campaigns? Select all that apply.
• Which of the following are reasons why a well-established e-commerce store might track metrics over a longer period of time? Select all that apply.
• Imagine a shoe company’s customer lifetime value is less than the cost per acquisition. What is likely to be true about the company?
• A company uses cross-selling on its e-commerce website to sell more products. How does the cross-selling sales technique increase customers’ average order value?
• Which of the following information is available in Live View on Shopify? Select all that apply.
• Which of the following metrics determines what website traffic is made up of visitors who are likely to become customers?
• On their e-commerce website, a company suggests a more expensive product than what the customer was considering. What sales technique did they use?
• Fill in the blank: _____ posts can sometimes take days for a company’s audience to view due to platform algorithms, which can cost a company leads.
• You’re creating a new campaign and decide to use paid social media. What are the benefits of paid social media? Select all that apply.
• Fill in the blank: You can use _____ to boost top-performing organic content, so it reaches more people.
• How can paid social media help a company achieve their marketing goals? Select all that apply.
• Why is setting the objective important in developing a paid social media campaign? Select all that apply.
• As a digital marketer develops a paid social media strategy, they need to consider the budget of their campaign. To help determine the budget, what should they research?
• As a marketer, you post regular high-quality organic content. The posts take a few days to reach your target audience due to the platform algorithm. What is the result of this?
• A marketer is developing a paid social media strategy. They aim to guide users to the end goal and track the right metrics. What is the first thing they should do?
• Consider the following scenario: A digital marketer is developing their social media campaign. They need to choose a social media platform. There are so many pros and cons to each platform that it is difficult to determine which one would best serve their campaign. What advice would you give this marketer on how to select the best social media platform?
• What are best practices of a remarketing strategy? Select all that apply.
• What guides a company’s social media advertising budget?
• What are Cost-per-click (CPC), Cost-per-action (CPA), and Cost-per-thousand impressions (CPM) examples of?
• As a marketer, you connect with your audience by using high-quality social media content without paid promotion. What type of social media is this?
• Which type of social media is best for raising brand awareness, targeting specific audiences, and driving conversions?
• Fill in the blank: A paid social media campaign should be built around reaching one of a company’s _____ on social media.
• As a digital marketer, you develop and upload content that can be promoted as part of a campaign. What is this kind of content called?
• How can a company analyze the strengths, weaknesses, opportunities, and threats that may affect their marketing strategy?
• Fill in the blank: When setting a goal, it is important to consider who is involved, the reason or purpose behind it, and the requirements and constraints. This helps to ensure the goal is _____.
• Which of the following statements is considered a do when it comes to email marketing? Select all that apply.
• Which term best describes unsolicited and unwanted email sent out in bulk to a broad recipient list?
• A digital marketer creates an email to offer customers a discount on their fifth purchase. What email marketing best practice will help them target these customers?
• Imagine that a marketer needs to promote a new product. They want to reach customers with a marketing approach that is easy to use, offers built-in insights, and that takes advantage of the long lifespan of email as a medium. What marketing approach should they use?
• How does the lifespan of email affect an email marketing campaign’s effectiveness?
• When setting campaign goals, you ensure that the goals align with the company’s values and overall goals. What element of the SMART framework did you apply when creating your campaign goals?
• Fill in the blank: If there is evidence to prove whether a goal was successful or not, that goal is _____.
• A marketer sends monthly emails about exciting industry updates. Their goal is to deliver emails that are a valuable resource to recipients without overwhelming them. What email marketing tactic does the marker use?
• Which of the following outcomes are likely if a company uses dramatic language or too-good-to-be true offers in their email marketing campaigns? Select all that apply.
• A surf shop creates an email campaign to target customers aged 25-45 who are interested in paddleboarding and other ocean activities. What email marketing best practice will help them target these customers?
• A digital marketer aims to deliver quality content to their recipient list. Which of the following is considered quality content the marketer can use?
• Which of the following are ways a company uses return on investment (ROI)? Select all that apply.
• Which of the following factors does a SWOT audit help a company analyze? Select all that apply.
• Which of the following marketing emails should include mentions of trending topics, pop culture, or current events?
• A marketer sends follow-up emails to customers after they make a purchase. What do they ask customers to do in the follow-up email?
• Promotional emails, retention emails, and newsletters all fall into which marketing funnel stage?
• A digital marketer creates a promotional email and notices a low click-through rate. What recommendation will help them create a successful promotional email?
• Fill in the blank: A _____ is a concise instruction included in a promotional email that tells the customer what to do next.
• When creating email newsletters, which of the following tactics should you use to capture the reader’s attention?
• A marketer creates a welcome email. In the body copy, they use a conversational tone to encourage customers to click the call-to-action button. What information should they include to make this an effective welcome email?
• What type of follow-up email can a company send to a customer who selects a product but does not purchase it?
• Which of the following is an example of a retention email? Select all that apply.
• What type of email marketing helps build interest in a brand and find new customers?
• Fill in the blank: Acquisition emails and newsletters are both examples of _____.
• A marketer creates an acquisition email. They include a product catalog and a banner offering customers free shipping on their first order. They also include unique and catchy email copy. What additional email best practice will help the marketer create a successful acquisition email?
• Which of the following describes the relationship between an acquisition email and a welcome email?
• A marketer sends regular newsletters to customers. They include relevant content about the company and its products. What additional content should they include in their newsletters?
• As a digital marketer, you are tasked with trying to make more sales through the email list. What strategies can you use to build the email list? Select all that apply.
• As a marketer, you want to separate your email subscriber list into groups based on interest, location, or purchase history. What helps you achieve this?
• As a digital marketer writing an email, what question should you consider to help write the subject line?
• When writing an email, you highlight a product by discussing its benefits instead of its features. What is this an example of?
• As a digital marketer, you would like to use software and technology to manage email processes automatically. Which practice should you implement?
• As a digital marketer choosing an email marketing tool, you are deciding between HubSpot, Mailchimp, and Salesforce. What can these tools assist you with?
• You accidentally send an email that reads “Happy birthday, [First name]!” What email marketing mistake is this an example of?
• What can marketers do to ensure that emails are sent to customers without any errors?
• An e-commerce store has been in business for five years. Over what period would this e-commerce store likely compare the results of their metrics?
• A digital marketer for an e-commerce store tracks its cart abandonment rate. What do they learn when tracking this metric?
• Why might a company use A/B testing on their website?
• After a marketer reviews a product page, they are interested to know if the product’s performance is average for the category and if there are any flaws in the product design. What is likely the reason the marketer is asking these questions?
• A digital marketer creates a survey to determine how loyal customers are to a business. What metric is the survey measuring?
• A digital marketer learns that an e-commerce store has a large number of abandoned carts. What can they do to recover the lost sales?
• Which of the following sales techniques is used to encourage customers to spend more by upgrading to a more expensive product?
• What type of company would find it helpful to track micro conversions?
• Fill in the blank: Shopify’s _____ includes maps to visualize where customers are coming from.
• A digital marketer learns that an e-commerce store has a low customer retention rate. What should they do to increase the customer retention rate and improve customer satisfaction?
• An e-commerce marketer plans to increase the number of website visitors who purchase from an online store. Their goal is to eliminate any barriers preventing customers from making a purchase. What is this process for increasing revenue known as?
• A marketer calculates the percentage of customers who purchase a product after viewing it. What can they do to improve this product conversion rate?
• A digital marketer gathers customer data for an e-commerce business. They notice a high customer lifetime value when measuring customer loyalty. Why is a high customer lifetime value beneficial to the company?
• Fill in the blank: A _____ is a one to two page document that provides an applicant’s background, skills, and accomplishments.
• After securing an interview with a company, a candidate determines if the company aligns with their interests and goals. What is this process an example of?
• A candidate is invited to attend an interview. Members of the team they would work with will attend this interview. What type of interview are they likely attending?
• The first step in pre-interview research is to explore the requirements and expectations of the job. What does this step involve?
• When delivering your elevator pitch, you say, “I have the most fun and am most passionate when I am using my creativity to make marketing materials. I also feel so fulfilled when a new customer discovers the business through our marketing.” This represents which section of the elevator pitch?
• Which of the following is true about agencies?
• Which of the following statements regarding how to present a portfolio is true?
• Which of the following is true when building rapport with interviewers?
• While doing pre-interview research, a candidate creates a list of common interview questions. How should the candidate find these common interview questions?
• During an interview, you want to build rapport with the interviewer. Why should you ask questions to build rapport?
• Why is it useful to segment audiences based on demographics?
• You’re writing an email and you include “Try it for free now” after your body copy. What is this an example of?
• Fill in the blank: Email marketing _____ is the practice of using software, programs, and technology to manage email marketing processes automatically.
• Common email marketing mistakes include sending an email to the wrong segmented list. What is an example of this kind of mistake?
• As a digital marketer, you are setting up a process to ensure that the email you send does not have mistakes. What is the name of this quality process?
• Which of the following best describes email segmentation?
• You’re writing an email and you consider how the content helps the reader. Where should this information go in your email?
• What can a marketer use to segment an email marketing list and manage multiple tasks?
• Which of the following are examples of email marketing tools? Select all that apply.
• How can marketers determine the purpose of an email marketing campaign?
• Which metric do you use for the following calculation: number of people who open the email / number of people who received the email?
• What is the term for the percentage of emails sent that could not be delivered to the recipient’s inbox?
• Fill in the blank: Achieving a _____ is very important to many companies because it means they are selling more products or services without having to increase their budget.
• As a digital marketer, you are calculating the return on investment (ROI) on an email send. The total revenue was $21,648 USD. The total cost was $867 USD. What is the calculation for ROI?
• A digital marketer calculates their email list growth rate for the holiday season. The list gained 2,523 new subscribers. It had 190 unsubscribes. The list total is 81,731 subscribers. How do they calculate the list growth rate?
• As a marketer, you create email marketing reports to inform stakeholders how a campaign is performing. In the report, you tell a story related to the campaign’s metrics to capture their attention. Which of the following should you avoid when creating a report?
• What is the difference between a CV and a resume?
• During an interview, you answer a question by saying, “I developed a social media campaign for the new online store. My goal was to draw traffic to the new site and attract a new audience.” What did you do according to the STAR method?
• When delivering your elevator pitch, you say, “I have increased my marketing skills in several ways. I have overseen brochure creation, managed the company’s online reputation, and sent out promotional emails.” This represents which section of the elevator pitch?
• A digital marketer creates an email marketing report. They analyze different metrics, data, and the relationship between them. Which of the following refers to metrics and data?
• A digital marketer creates an email marketing campaign and considers several KPIs. Why should they choose the most important KPIs to track?
• As a digital marketer, you regularly check your email list and remove any inactive emails. What does this practice help with?
• As a digital marketer, you often present campaign data to stakeholders. You use Google Slides to create the presentation and guide the story. What else can you do to tell an effective and engaging story?
• A digital marketer calculates the percentage of email recipients who clicked on one or more links in an email out of the total number of unique opens. What metric is this?
• How do you calculate the conversion rate of an email?
• When giving a presentation on email marketing metrics, you include firsthand quotes from actual users. You also highlight positive emotional experiences resulting from your email campaign. Which tip for presenting does this represent?
• Which of the following SMART goals are measurable?
• As a digital marketer for a sportswear brand, you are segmenting your email list to reach couples between the ages of 25-45 who can afford to pay for monthly fitness programs. What did you segment this list according to?
• A marketer creates an email. Why should they include body copy?
• In your last email send, you delivered 2,708 emails with 898 unique opens and 269 clicks. What is the calculation for your click-to-open rate?
• As a digital marketer for a wellness brand, you are segmenting your email list to reach customers who frequently shop online and try new online stores. What did you use to segment this list?
• Consider the following SMART goal: Increase the email open rate to at least 20% by the end of quarter three by creating more engaging and informational emails. What part of the goal is measurable?
• As a digital marketer for a travel booking company, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by demographic data? Select all that apply.
• As a digital marketer for a pet supplies business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by behavioral data? Select all that apply.
• A marketer creates an email. Why should they include a subject line?
• In your last email send, you delivered 65,902 emails, had 27,712 emails opened, 6,611 link clicks and 1,743 purchases. How would you calculate the purchase conversion rate?
• A digital marketer delivers 510,000 emails for an email marketing campaign. The emails received 180,320 unique opens and 20,554 clicks. How would they calculate the click-to-open rate?
• Consider the following SMART goal: Use the email marketing software to remove all list subscribers that have not opened a message in over six months by March 31st. What part of the goal is time-based?
• As a digital marketer for an amusement park, you are segmenting your email list to reach customers interested in themed family activities. You realize that this might be too broad, and would like to learn more about the audience’s psychographic characteristics. What questions will help you determine the audience’s psychographic characteristics? Select all that apply.
• As a digital marketer for an online jewelry business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by behavioral data? Select all that apply.
• When crafting an email, which element uses clear, actionable language, and is no more than 45 characters in length?
• In the past month, your email list added 3,593 subscribers and had 488 unsubscribes. The list total is 87,323. What is the calculation for the list’s growth rate?
• In your last email send, you delivered 23,019 emails, had 10,399 email opens, 3,162 link clicks, and 771 purchases. How would you calculate the purchase conversion rate?
• When creating a media plan, you should consider the key performance indicators (KPIs). Why is this important?
• As a marketer, you are working on a digital ad campaign for a new product. You learn that advertising costs $200 to sell 10 units of a $115 product. How would you calculate the campaign’s return on ad spend (ROAS)?
• A marketer creates two versions of a social media ad. The traffic is equally split and randomly directed to each ad. One ad outperforms the other by receiving more clicks. The marketer uses the ad that performed better. What test did they use?
• What do attribution projects organize? Select all that apply.
• A marketer uses detailed data to gain insights and quickly respond to events. Which big data trend allows them to do this?
• Fill in the blank: To control costs of pay-per-click (PPC) advertising, you can manage the cost per click (CPC) on a per-campaign basis by _____.
• A business decides to create a digital media plan. Before they do, they need to define a target audience for the campaign. What media planning step should they take?
• As a marketer, you plan to raise brand awareness as part of your social media strategy. What is this goal an example of?
• Which of the following is true about key performance indicators (KPIs)? Select all that apply.
• What is the formula for the return on ad spend (ROAS)?
• Consider the following scenario: Imagine that a marketer is working on a digital ad campaign for a single product. They learn that it costs $250 USD in advertising to sell 7 units of a $100 USD product. They apply the formula to calculate return on ad spend (ROAS). What is this marketer’s ROAS?
• A marketer compares two web pages to identify which call to action performs better with their audience. What test did they use?
• In marketing, what is attribution?
• How can real-time analytics help marketing teams?
• Fill in the blank: The cost per acquisition (CPA) metric is best described as the _____.
• A business decides to create a digital media plan. As part of the process, they clarify what the campaign should achieve and align this with higher-level marketing and business objectives. What media planning step does this describe?
• A marketer creates a media plan before running a new campaign. They include information such as target audience, media mix, and KPIs. Why is the media plan important?
• Which of the following describes the relationship between a marketing goal and a business goal?
• A marketer identifies the average cost paid for each conversion. What is this metric?
• Consider the following URL: www.example.com/utm_source=facebook&utm_campaign=winter-sale What do the UTM tags in the URL enable you to do?
• A digital marketer uses a Google Analytics template to view customer behavior and value over time. What technique does this describe?
• A marketer links a Google Ads account to Google Analytics. They learn which audience to spend more budget on in future campaigns. How does linking the accounts enable this insight?
• Consider the following scenario: Imagine that a marketer needs to monitor a website’s performance with analytics tools. The website’s tags are implemented using HTML and JavaScript code. The company uses a variety of analytics tools from multiple vendors. Which solution suits the marketer’s need for more universal tagging?
• A marketer sets up a Google Ads account. They create a campaign and select a campaign goal. They then decide to use an ad group. What does an ad group contain?
• A marketer uses Google Analytics to monitor campaign metrics. When setting up, certain events are automatically enabled to collect information. What information does the events feature collect?
• When monitoring a website in Google Analytics, you access information such as when a user first visits and engages with the website. Why did you gain access to user information before enabling any events?
• A digital marketer uses a Google Analytics template to visualize the steps users take toward a conversion. What technique does this describe?
• In Google Ads, what is the conversion value per cost metric?
• In Google Analytics, marketers often choose the cross-channel last click model. What does this model do?
• A marketer exports data from Google Ads and Google Analytics. What does this enable them to do?
• A marketer uses Google Tag Manager for universal tagging. Why would they choose this tag?
• Which events are automatically enabled when monitoring a website in Google Analytics? Select all that apply.
• Imagine that a marketer wants to use Google Analytics to monitor brand awareness. First, they confirm that the share event is enabled. Next, they add tags to URLs that can be shared and configure dimensions for these tags. Finally, they confirm that the page_view event is enabled. Which tags do they add to URLs? Select all that apply.
• A marketer calculates the number of times potential customers view an ad in a campaign at the awareness stage of the marketing funnel. What metric did they use?
• In Google Ads, a marketer sets up a campaign and implements multiple ads that target a shared set of keywords. What does this best describe?
• Fill in the blank: A(n) _____ attributes 100% of the conversion to the last Google Ads channel a customer clicked through before converting.
• What can software tools test for when conducting an A/B test? Select all that apply.
• Fill in the blank: Conducting _____ can increase the number of conversions.
• A digital marketer views the results of an A/B test in a table. The table contains clicks and impressions as either a positive or negative percentage. What do these metrics indicate?
• Fill in the blank: The insights you use to evaluate the success of a campaign depend on the _____ and what the campaign was trying to address.
• Consider the following scenario: A marketing campaign ended. One of the goals of the campaign was to increase online sales by doubling the average order value. What metrics did a digital marketer need to monitor to help determine if the company achieved its goal? Select all that apply.
• What can digital marketers measure by using customer lifetime value?
• A digital marketer needs to determine the best content for a web page. They note the website’s past performance, the page they would like to improve, and what performance metric they will use. What online experiment did the marketer perform?
• Fill in the blank: A software tool that helps personalize web pages with machine learning conducts _____.
• Consider the following scenario: A company is considering changing their headline. They want to test how changing the headline from “Act now while supplies last” to “Huge savings, limited offer” will impact sales. What type of test should they run?
• What should a digital marketer document in order to prepare for an A/B test? Select all that apply.
• A digital marketer compares two ad variations to test changes to a holiday ad. What can you test with ad variations?
• A company aims to increase the number of leads and improve online sales by doubling the average order value. What are these examples of?
• Which of the following are spreadsheet features that support preparing data to be shared? Select all that apply.
• What feature can a marketer use to hide data in a pivot table?
• A marketer uses a graph to show how a metric changes over an extended period. The chart displays a connected series of data points. What type of chart did the marketer create?
• Which of the following is an example of a way a pie chart can be used to represent data?
• Why would an e-commerce business hire a marketing coordinator?
• An e-commerce business hires someone to collect and analyze data as well as create visualizations. What role does this describe?
• Which of the following best describes a stakeholder?
• Which method keeps track of the influence and needs of stakeholders and the level of communication required to keep them informed?
• A marketer is working with a spreadsheet. What can they do to uncover new patterns and relationships within datasets that they might miss otherwise?
• What is the purpose of a pivot table?
• Which of the following visualizations shows individual data points that have been categorized into ranges, with the frequency of each range represented by the height of a unique column?
• Fill in the blank: Line charts, area charts, and pie charts are all examples of _____.
• Which tool should a marketing team use to present data and insights that reflects data in real time, while allowing users to interact with the data?
• Which of the following are considered best practices when creating slides for a presentation? Select all that apply.
• A company receives electronic payments from customers who buy its digital services online. What type of business model does this company use?
• Which of the following are challenges in e-commerce? Select all that apply.
• Fill in the blank: Completion of an activity that contributes to the success of a business is called _____.
• Which of the following is a software solution that allows a company to sell products or services online?
• Which of the following are helpful demographics or factors to consider when doing research to determine the target audience? Select all that apply.
• What is the formula for return on ad spend (ROAS)?
• A furniture business plans to bring a new couch to the market. Which product sourcing models should they consider?
• What are the four commonly recognized e-commerce categories?
• Which of the following best describes the advantage of a click-and-mortar store?
• Fill in the blank: The number of visits that a website receives is called _____.
• What is a target audience?
• Why would you track a product’s return on ad spend (ROAS)?
• Which tactic might help an e-commerce store improve its brand identity?
• Which of the following describes the group of people most likely to purchase a company’s products?
• Which of the following are reasons why storytelling is an important part of branding? Select all that apply.
• An online store sells home goods such as furniture and kitchen appliances. These products are examples of which common e-commerce category?
• An ebook purchased online and downloaded to a device is an example of which type of e-commerce?
• When a marketer conducts market research for a business, which three important areas should they consider?
• What is the typical process for purchasing products from an e-commerce store?
• What does it mean if an e-commerce store is accessible?
• Which of the following are benefits of the Google Merchant Center? Select all that apply.
• Which of the following are reasons adding multiple sales channels is good for a business? Select all that apply.
• A marketer creates a page that includes a description of a business and its products. The page serves as a central connection point on the website. What e-commerce website element does this refer to?
• An e-commerce business has a responsive website. How does this website design principle affect customers?
• A business plans to use an e-commerce platform that offers unlimited access to update the website at any time. Why is open-source software the best choice for this website?
• Which of the following is a web-based software available on a subscription basis?
• When enabling payments on Shopify, why would you select several payment methods?
• Which of the following means that a website or mobile app is designed and developed so that people with disabilities can use it?
• Fill in the blank: Shopify, WooCommerce, and Magento are all examples of _____.
• A business owner searches for a cost-effective advertising solution that will allow them to reach a global audience. Their goal is to reach customers quickly by using an easy-to-produce method. What form of marketing should they consider?
• A business aims to market its new product to an international audience. They require a method that generates ads easily, as their budget does not allow for additional expenses or detailed planning. How does online advertising enable them to do this?
• Fill in the blank: Commonly used in e-commerce, _____ have a limited time to make an impression on potential customers and are placed before, during, or after ads.
• Fill in the blank: When a digital marketer creates a Smart Shopping campaign in Google Ads, by default, it sets bids that maximize the _____ within their provided average daily budget.
• An e-commerce specialist uses Google Ads Performance Planner to prepare for the on-season. What does this tool allow them to do?
• A business considers online advertising compared to traditional advertising. Its goal is to target a larger audience to help increase sales. What key benefit of online advertising applies to this specific goal?
• Fill in the blank: _____ have become the primary way for companies to get their brands recognized and products discovered.
• Fill in the blank: _____ offer a variety of campaign types to help digital marketers craft specific messaging in their online ads to attract and engage potential customers.
• What is a benefit of using a Search campaign?
• As an e-commerce marketer, you choose a campaign name and then set the goals for a Smart Shopping campaign. What should you select as the goal?
• Fill in the blank: The_____is a tool that allows a company to forecast the impact of different spending scenarios and events during upcoming seasons.
• E-commerce specialists often use the Google Trends forum. What does this tool enable them to do?
• A business considers online advertising compared to traditional advertising. Their goal is to track where people viewed their ads, how many people clicked them, and how many clicks led to a purchase. What key benefit of online advertising applies to this specific goal?
• Consider the following scenario: A company wants to market their new campaign with a television ad. In order to produce this type of advertisement, they will need to hire actors, writers, and a production crew. After reviewing the extensive production process, the company realizes that they do not have the time or financial resources to do a television ad. What kind of advertising could they afford that would be quicker and easier and able to reach a large audience?
• Fill in the blank: Working in the field of e-commerce, digital marketers are likely to encounter four types of _____ campaigns that fit their business needs.
• Fill in the blank: _____ are an essential part of the online buying and selling process because they promote online inventory and boost traffic to a retailer’s website store.
• What are the advantages of using a Smart campaign? Select all that apply.
• What are the benefits of a Smart Shopping campaign? Select all that apply.
• When is the best time for businesses to target new contacts and attract new audiences?
• As an e-commerce specialist, you often recognize common trends in the industry. You use an adjustment tool in Google Ads that informs the smart bid tool when to change its bidding behavior. What is this an example of?
• How can a brand personalize its rewards program?
• An e-commerce business plans to optimize its website to reduce the number of abandoned carts. What action will help them achieve their goal?
• Fill in the blank: _____ describes all the steps that take place between receiving an order and delivering the order to the customer.
• An e-commerce company delivers its products to a warehouse where they are stored and shipped to customers. What type of fulfillment model does the e-commerce company use?
• A marketer plans to engage customers by offering a rewards program. What is the goal of this e-commerce practice?
• Fill in the blank: An e-commerce _____ system is software that allows a business to process payment transactions from customers online.
• How can a marketer encourage customers to complete a purchase and not abandon their carts?
• What are the disadvantages of in-house fulfillment?
• Digital channels like email and social media allow businesses to personalize their communication. What advantage of digital marketing does this refer to?
• Which role allows you to work for a single company to market and sell their products?
• Which of the following is a benefit of creating a customer persona and identifying who your customer is?
• 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?
• What term refers to the buying and selling of goods and services online?
• Why do companies partner with agencies?
• What is the practice of reaching consumers online through digital channels with the aim of turning them into customers?
• Fill in the blank: A(n)_____ role is when you work for a single company to market and sell their products.
• What are typically associate-level roles in digital marketing? Select all that apply.
• 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 marketing funnel and customer journey map are similar, but they are not the same. What is the difference between the two?
• How does digital marketing help companies stand out from the competition?
• How can a digital marketing strategy get customers to come back for an additional purchase?
• Why is a marketing funnel wide at the top and narrow at the bottom?
• What do loyalty metrics, such as the number of orders per customer, allow businesses to do?
• 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.
• What term describes the value customers give to a brand’s offerings when compared with similar products from another brand?
• Imagine that a company invests in its marketing strategy but does not have a strong brand identity. What is the likely result?
• Fill in the blank: When setting a digital marketing strategy, it’s important to _____ and set meaningful goals before picking your channels.
• What is a business goal?
• What are the disadvantages of paid search? Select all that apply.
• Which of the following factors can influence a brand? Select all that apply.
• Imagine that a business divides their email subscriber list into smaller groups based on specific criteria. What is this process called?
• 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?
• What helps brands avoid coming across as spammers? Select all that apply.
• 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?
• Fill in the blank: The process of determining which content and channels are responsible for generating leads, conversions, or sign-ups is called _____.
• Which of the following are examples of attribution models? Select all that apply.
• 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.
• What do some of the best data stories allow?
• What is performance marketing?
• Which of the following refers to performance marketing? Select all that apply.
• As an entry-level digital marketer, which of the following data analytics tasks might you be responsible for? Select all that apply.
• Which of the following attribution models assigns equal credit to each touchpoint along the customer journey?
• What will help you decide which data points to use in your data story?
• Fill in the blank: Appealing to your audience with a strong _____ can draw attention to your insights and encourage others to take action.
• Which of the following are examples of data visualizations? Select all that apply.
• A marketer puts together a list of sales that resulted from a touchpoint. What is this list an example of?
• Which of the following are the main components of a data story? Select three answers.
• What are the three characteristics of a well-structured narrative? Select all that apply.
• Fill in the blank: In order to optimize a strategy, you need to know which _____ are influencing customer decisions the most.
• Which of the following best describes a customer who is in the conversion stage?
• When you create a customer persona, you want to identify your customer’s barriers. What does this refer to?
• Which statements best describe strategies and tactics? Select all that apply.
• Which of the following strategies motivates a potential customer to make a purchase in the conversion stage?
• What is the purpose of the search algorithm?
• 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?
• 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?
• Fill in the blank: Keyword _____ results in a negative user experience and can harm a website’s ranking.
• Which of the following are URL best practices? Select all that apply.
• What provides search engines a summary of what a page is about?
• One of the main processes of the Google search engine is serving. What does this refer to?
• 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?
• What file provides information about the pages, videos, and other files on your site, and the relationship between them?
• 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?
• Which pre-SEO work includes understanding the intent of people who read and experience the website’s content?
• One of the main processes of the Google search engine is crawling. What does this refer to?
• Which search engine results pages (SERPs) feature displays a map and has listings of nearby businesses?
• 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?
• Fill in the blank: Website structure and navigation should include a consistent and readable _____.
• Which of the following facts help you simplify the technical SEO task of submitting a sitemap?
• Which of the following best describes the recommended Google Search Console usage for a typical digital marketer? Select all that apply.
• 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?
• You are interested in displaying interactive features and product pricing in your search results. What can you add to your website to achieve this goal?
• What does the URL inspection tool in Search Console provide a user?
• 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?
• What best practices can help a business promote its website and attract backlinks?
• Fill in the blank: The _____ provides information about the pages, videos, and other files on a website, and the relationship between them.
• 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?
• Which of the following statements regarding the Ad Rank factors are true?
• When would marketers choose uploaded display ads instead of responsive display ads?
• Fill in the blank: Ad _____ are a collection of similar ads, themed keywords, and bids.
• Why would a business research what its competitors are doing on social media?
• 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?
• Which of the following are outcomes of the core pillar of listening and engagement? Select all that apply.
• What is a benefit of owned media?
• Which of the following are benefits of social media marketing? Select all that apply.
• A marketer aims to introduce a company’s latest service to a wider audience online. How might social media help them achieve this goal?
• How does a digital marketer use the planning and publishing pillar to reach new customers effectively?
• 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?
• 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?
• Why would a marketer post still images rather than videos on social media? Select all that apply.
• 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.
• Which of the following do you require to create an entry in a social media calendar? Select all that apply.
• Which of the following are examples of educational content? Select all that apply.
• Which tool can help digital marketers manage and organize their social media publishing schedule?
• What questions help to identify a target audience’s needs? Select all that apply.
• A digital marketer decides which data to track and establishes a workflow and review process. What does this process refer to?
• Which of the following refers to the relationship between social listening and social media engagement?
• A digital marketer aims to make a brand more personable and relatable to its customers on social media. What best practice will help them achieve this goal?
• A digital marketer creates a new strategy to market on Twitter. What tactic can they use to increase their followers?
• When writing for social media, why should you research the type of words and phrases your audience uses?
• What is the benefit of using social listening to learn more about a competitor?
• A marketer compiles a list of high-performing posts, images, videos, and text. Why should they consider repurposing this content?
• How can a digital marketer maintain a consistent brand voice across all marketing channels?
• Fill in the blank: Addressing customers by their first name and responding to comments with humor or warmth are all examples of _____.
• Which of the following are examples of information a company might want to include in their Twitter bio? Select all that apply.
• How can a digital marketer establish a distinct brand voice to help a business attract attention?
• When writing for social media, how can you tailor your writing to each platform?
• A marketer collects and analyzes campaign data, such as the number of followers and page views. What tool allows them to do this?
• What is a key performance indicator (KPI)?
• As a marketer, you create a social media report that is easy to understand and allows your audience to connect to the story the data is telling. How do you achieve this?
• When you deliver a social media report, you should remember to guide your audience. What does this mean?
• What is the difference between qualitative and quantitative data?
• Imagine that a marketer tracks social media analytics across platforms to learn how their content is performing. They find that their longer posts perform much better on Facebook than on Instagram. How can they use this information?
• A marketer launches a campaign for a new product. They decide to gather data for the campaign by observing how people refer to the business. What type of data is this?
• Which of the following best describes the relationship between social media goals and metrics?
• Consider the following scenario: A marketer delivers a social media report presentation to a diverse group of partners. During the presentation, the marketer intentionally points out key aspects about the data. They use phrases like, “as I mentioned” and “as you may have noticed.” What presentation best practice does this example describe?
• In the awareness stage of the marketing funnel, a business measures the attention they receive across all social media platforms during a reporting period. What metric does this describe?
• What does organic social media enable marketers to do?
• As a marketer, you remarket ads to connect with people who are familiar with a company. What does this paid social media tactic enable you to do?
• What is organic social media?
• Fill in the blank: To achieve your desired results, it is important to clearly define the _____ of your paid campaign.
• A marketer is deciding which social media platform to use for their first paid advertising campaign. Which of the following factors should they consider when choosing a platform? Select two.
• How does calculating a campaign’s ROI indicate its effectiveness?
• According to the SMART framework, which of the following goals is considered time-bound?
• A digital marketer creates monthly emails with interesting stories their subscribers enjoy reading. What email marketing best practice does the marketer use?
• Fill in the blank: Conducting _____ will help you identify the internal context of a company that could affect your strategy.
• Fill in the blank: A SMART goal is specific, measurable, attainable, relevant, and _____.
• Which of the following statements best describes why segmenting your email subscriber list is important?
• A company earns a lot more money from an email campaign than it spends. What does the campaign’s performance indicate?
• Fill in the blank: Segmenting email subscriber lists and testing various formats, lengths, links, and images in emails are examples of _____.
• Which term describes dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history?
• Which of the following are effective ways to use a welcome email? Select all that apply.
• Fill in the blank: _____ are a versatile feature of email marketing used in several stages of the marketing funnel.
• Which type of emails get the word out about special offers, limited time deals, or exclusive content?
• A marketer sends retention emails to customers after they make a purchase. The email uses inviting language and includes each customer’s name in the subject line and body copy. What best practice should they consider before sending the email?
• Why should you include a call to action in your welcome email?
• Which of the following marketing emails serve as a virtual first impression a company makes with a customer?
• When crafting a promotional email, what best practice should you follow to make it successful?
• Why would you create a newsletter to target customers in the loyalty stage?
• A marketer creates a retention email to target customers after they make a purchase. They use inviting language in the email and include a clear call to action. What retention email component can they add to increase its effectiveness?
• What is the purpose of sending a cart abandonment email to a customer?
• Fill in the blank: The text in the main content of an email is called email _____.
• What type of email should a new company send out as a marketing strategy to gain new customers?
• Which of the following are reasons a company might want to send a newsletter? Select all that apply.
• Why are follow-up emails an effective tactic to increase customer loyalty?
• Which of the following are reasons a company might want to send a promotional email? Select all that apply.
• Which of the following best describes a merge tag or personalization tag?
• Mistakes happen in email marketing, such as sending an email to the incorrect segmented list. What process can marketers follow to prevent mistakes from happening?
• As a digital marketer, you are building an email list for an upcoming campaign. How can you use search engine marketing to help build your list?
• As a digital marketer, you are dividing your email list by psychographic characteristics. Which of the following best represents psychographic characteristics?
• As a digital marketer, you accidentally send an email to a group of non-customers instead of to a group of previous customers. This is an example of what email marketing mistake?
• What do KPIs enable marketers to do in an email marketing campaign?
• As a digital marketer, you determine that many users opened an email. What does this indicate?
• As an email marketer, you recently sent an email to 16,478 people. The email received 1,621 total clicks, 5,532 opens, and 5,189 unique opens. How would you calculate the click-to-open rate?
• A digital marketer creates a presentation for stakeholders. Before the presentation, they consider the audience and gather some information about them before the presentation. How will knowing their audience help them deliver an engaging presentation?
• As an email marketer, you determine whether your efforts are increasing sales dollars. How would you calculate the return on investment (ROI)?
• How would you calculate the open rate of an email?
• Fill in the blank: _____ is the percentage of emails sent that could not be delivered to the recipient’s inbox.
• As a digital marketer, you manage an email marketing campaign. How do you calculate the list growth rate?
• When creating an email marketing report, you keep the stakeholders’ attention by changing how you present the data. Which of the following email marketing tips help you do this? Select all that apply.
• Most e-commerce purchases fall into one of four categories. What are these categories?
• As you consider your skills and interests in marketing, which of the following should you do? Select all that apply.
• What skill helps marketers and analysts to communicate data insights effectively and engage an audience?
• 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.
• In addition to the number of conversions, which of the following help you understand how customers interact with your business? Select all that apply.
• One way to measure success at the consideration stage is with customer engagement. Which of the following is a good measurement of engagement?
• Which of these are conversion tactics? Select all that apply.
• Which of the following best describes how organic exposure from search engine optimization (SEO) compares to paid search?
• What can businesses do to personalize their emails to customers? Select all that apply.
• Which component of a customer persona represents what the customer wants to achieve?
• Consider the following customer persona: A 38-year-old woman who exercises regularly and would like to shop at a health-conscious grocery store. What component of the customer persona is missing?
• As a digital marketer, you share recent customer testimonials on social media, the company website, and email. You use the testimonials to build trust and interest in your product or service. At which stage of the marketing funnel is this strategy used?
• You want to include an influencer in your awareness strategy. Which strategy should you consider?
• As a digital marketer, you pursue abandoned carts by sending follow up emails. This strategy falls under which marketing funnel stage?
• A marketer plans to build interest in a new product. Which strategy will help them during the consideration stage?
• Fill in the blank: _____ are information specific to the customer such as age, gender identity, family size, occupation, and location.
• What are the four stages of the marketing funnel?
• 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?
• The search algorithm considers the quality of a website’s content. What does this refer to?
• Which pre-SEO work requires creating webpage content for searchers’ needs and not just replicating content that is already successful in the SERPs?
• What page informs the user that the webpage they were trying to visit does not exist?
• Which of the following are recommended ways to promote your website and attract backlinks? Select all that apply.
• Fill in the blank: The _____ provides the search engine a summary of what a webpage is about.
• What is one difference between rich results and structured data?
• Why should a digital marketer keep web page titles brief but descriptive?
• Which of the following is true about the Overview page on Search Console?
• Which of the following are recommendations for anchor text? Select all that apply.
• Which of the following is true regarding images on a website?
• A marketer posts an ad that quickly appears in the search results pages. What does this refer to?
• Which of the following refers to the broad keyword match type?
• Which of the following is true of responsive display ads?
• Which of the following are responsive display ad image tips? Select all that apply.
• To drive the best results, how many elements does Google recommend uploading for responsive display ads?
• Fill in the blank: Ad _____ are a set of ad groups that share a budget, location targeting, and other settings.
• Fill in the blank: Sources of a brand’s _____ include blog sites, social media profiles, and community forums.
• Consider the following scenario: Potential customers are searching for more information to help them decide whether or not to make a purchase. They may be looking for reviews or comparing the company’s offerings to other competitors. What action should the company take to set their brand apart from the competition?
• After you develop your social media strategy, what is the next core social media marketing pillar?
• How does influencer marketing increase the effectiveness of a paid social media strategy?
• Why would a marketer consider paid remarketing to target customers in the conversion stage of the marketing funnel?
• Which of the following are common social media marketing goals? Select all that apply.
• Which of the following are examples of content formats for social media? Select all that apply.
• A marketer compiles information about current followers and assesses how people engage with a brand. What does this information enable them to do?
• When trying to determine the right social media platform, why should a company think about their goals?
• For algorithm-based platforms, why is it better to publish quality content less frequently?
• Posting multiple times a day on a chronological feed enables you to do what?
• Fill in the blank: _____ measures how people are interacting with a company’s social media accounts and content.
• 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?
• A digital marketer creates a Twitter bio. They include what the business does, its products, and what makes them unique in a creative and original tone of voice. What additional information can they include to optimize their Twitter bio?
• Which of the following are parts of social listening? Select all that apply.
• Which of the following are examples of a company using social media engagement to know their audience? Select all that apply.
• Which of the following are benefits to establishing brand voice guidelines? Select all that apply.
• Imagine that a company launches a social media campaign. They monitor engagement to determine whether images, videos, or links do better on particular platforms. What benefit of social media analytics does this describe?
• A marketer would like to monitor brand awareness across social media platforms. Which of the following metrics will help with measuring brand awareness?
• What is a social media key performance indicator (KPI) used to assess?
• A marketer considers what data and insights will be used in a social media report. What does this help them determine?
• A company launches a social media campaign for its new service. What tool can help them measure the campaign’s traffic and sales on different platforms?
• What can you use to measure progress toward a goal?
• A marketer monitors social media and identifies which content delivers the best audience engagement. What tool allows them to do this?
• A marketer uses a Net Promoter Score (NPS) to measure customer loyalty. What does this metric measure?
• How does a company do list-based remarketing?
• As part of a campaign, you decide to display paid ads to customers who have visited your website. What is this called?
• When creating a goal, what should you include to make it a measurable goal?
• What is an example of a specific goal a marketer might consider?
• Why should a company avoid sending the same emails to every single one of their subscribers?
• Why do marketers send welcome emails in the consideration stage of the marketing funnel?
• What type of email marketing targets recipients in the consideration stage of the marketing funnel?
• Why would a business send welcome emails?
• Which of the following is an example of useful information to include in an acquisition email?
• What strategies can an email marketer use to build an email list? Select all that apply.
• Common email marketing mistakes include sending a broken link. What is an example of this kind of mistake?
• Before writing an email, you think about why you are sending the email to identify the motivation behind it. This represents which tip for writing effective emails?
• What is the relationship between metrics and data?
• Which question should you ask to determine which metrics should be KPIs?
• As an email marketer, you are determining how many people clicked on one or more links in an email. Which calculation should you use?
• As a digital marketer you are calculating your email list growth rate for the past month. The list gained 1,398 new subscribers. It had 177 unsubscribes. The list total is 29,495 subscribers. How do you calculate the list growth rate for the past month?
• As a digital marketer, you often use metrics to assess email marketing results and track business goals. Which of the following is true about metrics in email marketing? Select all that apply.
• When giving a presentation on email marketing metrics, you create a formal and structured presentation for your external client. The external client is not familiar with the metrics, so you use different terminology than you’d typically use internally. Which tip for presenting does this represent?
• Why are KPIs metrics, but not all metrics are KPIs?
• A marketer creates an email marketing campaign for a new product launch. Their email is delivered to 40,700 people. 9,541 opened the email. 3,021 made a purchase. The marketer needs to know the percentage of email recipients who took the desired action of making a purchase. How should they calculate the conversion rate?
• Which of the following SMART goals are specific?
• In your last email send, you delivered 54,972 emails with 13,683 unique opens and 2,787 clicks. What is the calculation for your click-to-open rate?
• As a digital marketer for an electronics brand, you are segmenting your email list to reach customers interested in new technology. You realize that this might be too broad, and would like to learn more about the audience’s psychographic characteristics. What questions will help you determine the audience’s psychographic characteristics? Select all that apply.
• Consider the following SMART goal: Increase the email open rate to at least 20% by the end of quarter three by creating more engaging and informational emails. What part of the goal is time-based?
• A marketer creates a SMART goal for an upcoming social media campaign. They are still determining how they will know when the goal is accomplished. Why is it important for a SMART goal to be measurable?
• As a digital marketer for a pet supplies business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by demographic data for the customer’s pet? Select all that apply.
• As part of an email marketing campaign, a digital marketer delivers 20,500 emails with 7,992 email opens. The email receives 1,551 link clicks and 219 purchases. How would they calculate the purchase conversion rate?
• Imagine that a marketer is developing a digital media plan, and they ask: “Which channels will get the most out of my budget?” What part of a marketing plan does this describe?
• What is an A/B test?
• A marketer assigns credit for conversions to the last click in a user’s journey. What Google Analytics process does this refer to?
• Which of the following are required to calculate return on ad spend (ROAS)? Select all that apply.
• A marketer saves time by identifying the best page on their website without performing an A/B test. Which big data trend allows them to do this?
• Big data plays a role in _____, which uses historical data to predict what might happen.
• A marketer uses Google Analytics to monitor campaign metrics. They begin with events - which cause data collection to occur. Which of the following are ways in which events are enabled? Select all that apply.
• What are the benefits of linking a Google Ads account to Google Analytics? Select all that apply.
• Imagine that a marketer wants to analyze the data from Google Ads and Google Analytics in a spreadsheet. How can they do that?
• Imagine that a marketer wants to use Google Analytics to monitor email traffic and learn how much of that email traffic came from the campaign of interest. To do that, they add tags to the URLs shared in emails and configure dimensions for these tags to monitor what? Select all that apply.
• A digital marketer uses a Google Analytics template to visualize the steps users take to progress from one stage in the customer journey to the next. What technique does this describe?
• Consider the following scenario: Imagine that a marketer wants to learn which audience to spend more budget on in future marketing campaigns. They decide to combine conversion data with audience demographic data to conduct an analysis. What method can they use to do this?
• A digital marketer uses software tools to perform A/B tests. Which of the following does this enable them to do?
• Which is a positive outcome of conducting A/B tests?
• What does an ad variation test changes to? Select all that apply.
• Consider the following scenario: A digital marketer just ran an A/B ad variation test for a new headline. The results were favorable, but the digital marketer has six additional headline variations they want to test. Their manager cautioned them about running more A/B tests, and instead urged the digital marketer to be strategic and selective about testing multiple variations. Why would the manager be concerned about running A/B tests for every headline variation?
• When reviewing the results of an A/B test, you notice blue stars next to several percentages. What do the blue stars indicate?
• What are the benefits of conducting A/B tests? Select all that apply.
• What do the insights a digital marketer uses to evaluate the success of a marketing campaign depend on?
• A marketer shares campaign insights with a director because the director funds the campaign and plans to make decisions based on its results. What is likely the director’s role in the campaign?
• Which of the following would enable a data analyst to communicate with databases developed by different vendors and hosted on multiple platforms?
• When would a marketing team use Tableau?
• Imagine a marketer is working on a campaign and wants to request a change to the budget. Which of the following presentation best practices should they use to get this change approved by stakeholders? Select all that apply.
• A marketer uses a graph to compare the revenue generated from five campaigns. The chart displays each campaign as a percentage of a whole. What type of chart did the marketer use?
• What spreadsheet feature does a marketer use to display data that match particular criteria?
• Which of the following is a visual analytics platform that makes it easier to explore and manage data, and to create custom dashboards that incorporate different data visualizations in one place?
• A marketer is creating a presentation using marketing analytics data: How can they use data to lead their audience to agree with their final conclusion? Select all that apply.
• Imagine that a marketer is working with a dataset in a spreadsheet. They want to view the data from a new perspective to help them categorize it and identify insights or trends. What spreadsheet tool should they use?
• Which of the following charts represents data in the same way as a line chart, but with the space under the line filled in to form a visual area?
• An e-commerce business hires someone to organize its marketing activities and initiatives. Who is typically responsible for these tasks?
• Which of the following guidelines should a marketer follow when working with stakeholders in a marketing campaign?
• How do marketers and stakeholders work together?
• Which of the following visualizations includes individual data points for a changing variable connected by a continuous line?
• A stock photography website allows customers to download images for a fee. What type of e-commerce product does the business sell?
• Which of the following are benefits of e-commerce? Select all that apply.
• Fill in the blank: The total number of potential customers within a specific industry is called _____.
• Fill in the blank: The _____ for a product indicates the amount of money left over after expenses are paid.
• How does a business acquire the items they want to sell to customers?
• What capabilities do e-commerce platforms offer businesses?
• An e-commerce marketer conducts secondary research to learn about a business and its audience. Which activities will they likely conduct for this secondary research?
• A marketer uses an e-commerce platform to update products and manage customer orders. What additional capabilities does the platform offer the marketer?
• A business registers with the Google Merchant Center. How does this decision benefit their company?
• What is the purpose of adding multiple sales channels in Shopify?
• Which of the following features includes a collection of links to other pages within a website?
• Which of the following software allows the user to access and edit the original source code?
• A marketer adds a product detail page to an e-commerce store to provide information about its products. What information does the marketer likely include on the product page?
• What tool enables you to advertise products with Google Shopping?
• Imagine a shoe retailer is ready to open an online store. What should they use to create their shop?
• E-commerce marketers consider the regular fluctuation of e-commerce traffic around special holidays, events, and weather on a quarterly or yearly basis. What does this concept enable them to do?
• Digital marketing helps businesses create brand recognition in new and global markets. What does this mean? Select all that apply.
• Developing and running campaigns to increase digital sales, optimizing paid advertising campaigns using SEO, managing an online marketing presence, and monitoring website analytics are tasks typical for which e-commerce role level?
• When potential customers first learn about a brand, they enter the top of the marketing funnel. What is this stage called?
• 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?
• Why is it important to measure outcomes at each stage of the marketing funnel?
• When setting a digital marketing strategy, what should you do before picking your channels?
• Fill in the blank: The exposure you get from good _____ can last much longer than paid ads.
• What is ROAS (return on ad spend)?
• Fill in the blank: A digital marketer uses _____ to convey insights to a specific audience using a clear and compelling narrative.
• Which of the following best describes the consideration stage of the marketing funnel?
• Which of the following strategies motivates a potential customer to make a purchase in the conversion stage?
• How does SEO help build awareness?
• As a marketer specializing in search engine optimization, you resolve hosting issues, manage webpage redirects, and edit JavaScript. This represents which SEO task?
• The Google algorithm considers the overall value of a webpage when ranking search listings. It does this by identifying links from prominent websites. Which key factor does this represent?
• What is an example of keyword stuffing?
• Fill in the blank: Visitors should be able to tell where a link will take them when they click on the _____.
• Which of the following are meta description recommendations? Select all that apply.
• 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?
• 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?
• You are setting up keyword matching for “shoes for women”. Your ad also shows for searches with the same meaning or intent as your keyword, such as “women shoes,” “women shoe,” and “shoes women.” What keyword match type is this?
• To create unique and effective copy for a responsive display ad, what should the headline communicate?
• According to the five core pillars of social media marketing, what do you identify during the strategy pillar?
• 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?
• 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.
• 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?
• What steps does a digital marketer need to take to develop a social media calendar? Select all that apply.
• Fill in the blank: A company asking its customer to visit their website is an example of _____.
• Fill in the blank: Posting pictures of employees on social media is an example of _____.
• What should a marketer use to determine whether a social media marketing strategy is effective?
• Fill in the blank: An effective social media report provides context, which helps the audience _____.
• Fill in the blank: Social media goals determine _____.
• Fill in the blank: Targeting relevant customers, increasing remarketing capabilities, and reaching an audience quickly are all benefits of _____.
• What are the benefits of organic social media? Select all that apply.
• What types of marketing goals can paid social media help a company achieve? Select all that apply.
• Fill in the blank: When setting a paid social media budget, a company needs to think about how they will create _____.
• What are the most common bidding strategies? Select all that apply.
• Which of the following can help marketers allocate a budget more effectively?
• A marketer is launching their first paid social media campaign. What is the best platform for them to use?
• Fill in the blank: _____ are discovered through research or data analysis and can be used to inform an email strategy.
• While creating an email marketing strategy, you conduct an analysis to identify the brand’s core strengths and mission. What analysis helps you learn more about the brand?
• When creating an email, a digital marketer links website content they have not previously included. Which marketing best practice is this an example of?
• What is typically the goal of sending weekly emails to a subscriber list?
• What common type of email marketing is used to attract and gain new customers?
• A marketer notices low engagement with their newsletters and promotional emails for a segment of customers. What can they do to encourage these customers to engage with the brand?
• Fill in the blank: In the context of email marketing, quality _____ is a process to ensure that the email you send does not have mistakes and errors.
• What can a marketer use to simplify the email marketing process and ensure a campaign stays organized?
• What is the practice of dividing an email subscriber list into smaller groups based on criteria like interest, location, or purchase history?
• Which of the following is true of key performance indicators (KPIs)?
• As a digital marketer, you notice several emails were not delivered to the recipients. What can cause a high bounce rate? Select all that apply.
• After emailing their subscriber list, a marketer uses the following calculation: [(new subscribers - unsubscribes) / total number of email addresses] x 100. What email metric are they calculating?
• Which of the following SMART goals is specific?
• As a digital marketer for an amusement park, you are segmenting your email list to reach families with young children who live in large cities. To further tailor your emails to the customer, you are interested in learning more about the audience’s demographic data. What questions will help you determine the audience’s demographic data? Select all that apply.
• A digital marketer creates an email campaign and delivers 76,230 emails with 33,944 email opens. The email receives 10,550 link clicks and 1,201 purchases. How would they calculate the purchase conversion rate?
• Consider the following SMART goal: Increase the click-to-open rate on sales emails to at least 8% within six months through more persuasive copy and clear calls to action. What part of the goal is time-based?
• Consider the following SMART goal: Increase the click-to-open rate on sales emails to at least 8% within six months through more persuasive copy and clear calls to action. What part of the goal is specific?
• As a digital marketer for a travel booking company, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by psychographic characteristics? Select all that apply.
• In the past month, your email list added 840 subscribers and had 47 unsubscribes. The list total is 17,191. What is the calculation for the list’s growth rate?
• As a digital marketer for an electronics brand, you are segmenting your email list to reach single working professionals across the country. To further personalize your emails, you are interested in learning more about the audience’s demographic data. What questions will help you determine the audience’s demographic data? Select all that apply.
• As a digital marketer, an email you sent was delivered to 47,922 recipients. 15,001 recipients opened the email. 3,221 clicked on a link and 562 made a purchase. How would you calculate the purchase conversion rate?
• Consider the following SMART goal: Use the email marketing software to remove all list subscribers that have not opened a message in over six months by March 31st. What part of the goal is measurable?
• A marketer creates a new campaign that includes both business and marketing goals. They identify key performance indicators (KPIs) as part of the media plan. What is the role of KPIs?
• When creating a media plan, you should consider the budget. Why is this important?
• A marketer aims to include A/B or split tests in their latest campaign. What will this test enable them to do?
• Fill in the blank: One way to control cost is to manage CPC on a per-campaign basis. You can allocate more budget to the PPC campaigns that _____.
• A business decides to create a digital media plan. First, they confirm their business and marketing goals. What additional steps must they take to create the plan? Select all that apply.
• A marketer sets a specific objective in a marketing plan that supports a business goal. What does this describe?
• Imagine that a marketer is developing a digital media plan, and they ask: “Whom do I need to reach with my campaign?” What part of a marketing plan does this describe?
• Which of the following can you use to set your cost per acquisition (CPA) performance goal? Select all that apply.
• A marketer uses the ad spend, cost per unit, and number of units sold to determine a campaign’s performance. What should they calculate using this information?
• When monitoring a website in Google Analytics, a marketer collects information on user behavior. Which of the following are considered advanced metrics they can track?
• Fill in the blank: Linking Google Ads to Google Analytics allows you to combine the conversion data from Google Ads with the _____.
• A digital marketer uses Google Analytics to collect and analyze information. What feature causes data collection to occur in Google Analytics?
• A marketer calculates the estimated return on investment at the conversion stage of the marketing funnel. What metric did they use?
• In Google Analytics, a marketer uses the ads preferred model. What does this model do?
• In the Google Analytics Explorations feature, which Template gallery technique shows the data for users that have been organized into groupings by their common attributes?
• A digital marketer calculates the revenue generated divided by the amount spent on advertising. What does this calculation determine?
• A digital marketer uses an online experiment that randomly directs web traffic to two different versions of the same web page. How does this test determine which web page performs better?
• Consider the following scenario: A digital marketer is reviewing the results from an A/B ad variation test of a proposed headline. As they review the ad variations table, they notice that many metrics have blue stars next to them. What action should the digital marketer take based on these results?
• How does a digital marketer calculate ROAS?
• What will a digital marketer use to conduct an A/B test?
• A digital marketer changes the call to action on an ad and plans to run an ad variation test to compare the two versions. How would they create this test?
• Which of the following tasks would a marketing coordinator be responsible for? Select all that apply.
• Fill in the blank: Digital goods and physical goods are examples of _____.
• An online store receives a large number of conversions for a new product. What do these conversions indicate?
• A retail store has a physical storefront and an online shop. What type of e-commerce model is this?
• Health coaching, business consulting, or graphic design are examples of which type of e-commerce?
• Fill in the blank: An “add to cart” button on a product page or a link that says “sign up to subscribe to our newsletter” on a website’s homepage are examples of _____.
• An e-commerce business hired a web developer to edit original code and fully customize and create its e-commerce store. What type of e-commerce platform are they likely using?
• Which of the following can be done in the discounts section of a Shopify account? Select all that apply.
• What are the benefits of online advertising? Select all that apply.
• What type of campaign provides a simpler business marketing experience by combining Search and Display campaigns and allows Google to control most of the campaign’s management?
• As an entry-level e-commerce marketer, you require an automated and straightforward business marketing experience when creating ad campaigns. Why does a Smart campaign suit your requirements?
• Consider the following scenario: A retailer wants to improve their sales and customer reach. They believe they can accomplish this by showing their inventory to the right customers at the right time across different networks. They decide a Smart Shopping campaign is their best option in order to reach these goals. How can a Smart Shopping campaign help this retailer improve their sales and customer reach?
• When optimizing your e-commerce strategy, you should simplify the buying process by eliminating customer pain points. What can you do to help with this process?
• As an e-commerce marketer, you create a campaign that maximizes shopping potential by combining your single existing product feed and assets into ads across a variety of networks. What campaign is this?
• Which ways can a customer move through the checkout process? Select all that apply.
• What is a point-of-sale (POS) system?
• Why do online customers abandon their shopping carts? Select all that apply.
• An e-commerce company maintains control of the quality of its brand by storing its own inventory, and packaging and labeling all orders. What type of fulfillment model does the company use?
• An e-commerce company does not own its inventory and is interested in shipping orders from a supplier directly to the customer. What type of fulfillment model does the e-commerce company use?
• What strategies can an e-commerce brand use to provide personalized experiences to its customers?
• An e-commerce business uses a system to process payment transactions online. What system do they use?
• What is a fulfillment service?
• A marketer engages customers online by delivering a tailored experience to each customer. What e-commerce practice does this refer to?
• When can a customer enter the checkout process?
• Which types of transactions can some point-of-sell (POS) systems process? Select all that apply.
• Fill in the blank: The biggest reason for cart abandonment is when the costs for _____ are too high.
• What is dropshipping?
• A digital marketer learns that many customers are familiar with a business and have considered buying its products. However, they have not made a purchase. Why would the marketer use dynamic remarketing to reach these customers?
• Which of the following ways to create a sense of community include customers uploading photos, writing product reviews, or being active on forums?
• Beginning an email with the recipient’s name and providing incentives based on shopping habits are examples of what way to make a loyalty program successful?
• As a digital marketer sending post-purchase emails, you are waiting an appropriate amount of time before sending emails to customers. This represents which tip for effective post-purchase communication?
• A digital marketer creates a survey to determine who their customers are and what they are shopping for. They ask, “Which of our products are you most interested in?”. What type of question is this an example of?
• Which of the following is true regarding customer service channels?
• As a digital marketer, you are creating a rewards program. Your program allows customers to make a recurring payment in order to receive an exclusive incentive. What type of rewards program are you using?
• What are examples of pre-purchase questions? Select all that apply.
• Which of the following information can email marketing analytics provide to help a company improve their campaigns? Select all that apply.
• What metric indicates that a potential customer is moving towards a completed purchase transaction?
• Which of the following describes the relationship between average order value and customer lifetime value?
• A marketer uses analytics to evaluate product performance. They notice a high return rate when reviewing a specific product category. What does a high return rate indicate?
• An applicant submits their CV as part of the hiring process. What is included in a CV?
• What are common characteristics of a preliminary interview?
• When asked a question during an interview, you responded, “In my previous role as an e-commerce specialist, the client I worked with wanted to create a new online store.” What did you do according to the STAR method?
• A marketer has experience in many different areas and works in a multifaceted role. What marketing role does this best describe?
• Which of the following is true when building rapport with interviewers?
• A candidate is interested in learning more about a company and its products and services. What research is typically involved in this pre-interview step?
• Which of the following is an example of showing excitement when delivering an elevator pitch?
• What workplace supports an internal team of employees that handle marketing and e-commerce needs for a specific product or service?
• What interview is more in-depth and will likely feature members of the team you will be working with?
• Before an interview, you visit LinkedIn to learn more about the interviewer and their background. What else can you do to learn more about the interviewer?
• Which of the following should you consider when using the STAR method to answer interview questions?
• Which of the following is true about freelancing?
• 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?
• 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?
• What tactic can businesses use to increase their awareness and reach potential customers?
• Which term describes how much more customers are willing to pay for a name brand than a store brand?
• In what ways do digital marketers gain insights from data? Select three answers.
• How does attribution help businesses learn which touchpoints are most effective at getting customers to take action?
• How can a digital marketer create a great user experience with a website’s images? Select all that apply.
• Which of the following is true about web page meta descriptions?
• As a digital marketer managing a website, you are changing the domain name from example.com to example.org. Which Search Console tool would you use to inform Google of this change?
• 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 does an average daily budget indicate?
• 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?
• How does social media marketing help companies build stronger relationships with their existing customers?
• A marketer helps a business build brand awareness and manages brand reputation. What type of goals are these?
• Why do marketers post captions, pictures, and videos that are spread widely on social media?
• Fill in the blank: _____ makes a company’s brand seem more authentic and reinforces their brand’s message, values, and vision.
• A digital marketer notices that their business has gained a large number of new followers on Twitter in the last week. What does this increase likely indicate?
• A marketer uploads a list of email contacts to the platform of their choice. What happens next?
• The statistic that more than 4 billion people use email reflect which success factor of email marketing?
• Which of the following should be avoided to ensure recipients do not think a company’s email is spam? Select all that apply.
• The fact that 50% of people use the same email for ten years or more reflects which success factor of email marketing?
• Why would a marketer segment their email marketing lists?
• As a digital marketer, you are dividing your email list by behavioral data. Which of the following best represents behavioral data?
• Which of the following represents an email call-to-action?
• Fill in the blank: In email writing, you should always address your readers by using _____ language. This point of view is used for giving directions, offering advice, or providing an explanation.
• A marketer is searching for a free email marketing automation tool that offers several features. They intend to try automation first before paying for it. Which of the following best suits their requirements?
• What can marketers include in an email marketing campaign to craft the narrative and communicate a story?
• As a digital marketer, you are trying to calculate the return on investment (ROI) on an email send. The total revenue was $44,955 USD. The total cost was $1,810 USD. What is the calculation for ROI?
• What is the calculation for the list growth rate metric?
• Which of the following are recommendations for the email marketing report? Select all that apply.
• A digital marketer monitors an email list to determine the rate at which the list grows. They count 1,706 new subscribers and 91 unsubscribes. The total number of email addresses on the list is 10,100. How would they calculate the list’s growth rate?
• Which of the following SMART goals is measurable?
• Consider the following SMART goal: Increase the email open rate to at least 20% by the end of quarter three by creating more engaging and informational emails. What part of the goal is specific?
• A key performance indicator can serve as a performance target for which of the following?
• Consider the following scenario: Imagine that a marketer is working on a digital ad campaign for a single product. They learn that it costs $200 USD in advertising to sell 8 units of a $75 USD product. They apply the formula to calculate return on ad spend (ROAS). What is this marketer’s ROAS?
• Which of the following describes the relationship between a key performance indicator (KPI), a marketing goal, and a business goal?
• A marketer uses attribution to assign credit to micro conversions in the customer journey. What are micro conversions?
• In Google Analytics, each enabled event has dimensions associated with it. Dimensions are the attributes or characteristics of an event. What can dimensions be used for?
• A marketer links a Google Ads account to Google Analytics. What does this enable them to do?
• A digital marketer changes an ad’s call to action from “Order online” to “Save 15% now”. They test the ad’s performance to determine if the change improved sales across their campaigns. What test did they use to determine the ad’s performance?
• Which of the following is true about return on ad spend (ROAS)? Select all that apply.
• Why would a marketer create a stakeholder map?
• A marketer identifies a company’s target audience. What does the information they gather about the target audience enable them to do?
• Fill in the blank: The URL or web address for a website, such as www.example.com is called a _____.
• What can a marketer do to add a new sales channel to a Shopify store?
• Fill in the blank: A store that sells its products online is called _____.
• A marketer creates ads, emails, and social media campaigns on Shopify. Which tool allows them to do this?
• What advantage of SaaS should a business consider when searching for an e-commerce platform?
• A marketer aims to connect with new customers by placing image ads across several websites. What is a benefit of using the Google Display Network to achieve their goal?
• When creating a Smart Shopping campaign, why should you select the products you would like to advertise in the campaign?
• As an e-commerce marketer, you use the off-season to create additional campaigns. The goal is to obtain customer information and use this information to follow up with new promotions during the on-season. Why does this strategy work?
• As an e-commerce marketer, you will likely encounter different ad campaigns that suit your business needs and help you reach your audience. What are the four common types of e-commerce ad campaigns?
• Fill in the blank: A _____ is an automated campaign management tool within Google Ads that helps a digital marketer promote their business.
• Which of the following typically applies to marketing careers?
• As a digital marketer or e-commerce analyst, which of the following best describes analytical thinking in your role?
• Why should you create a portfolio?
• Why does digital marketing focus on reaching potential customers? Select two answers.
• Fill in the blank: A successful digital marketing strategy helps to build _____.
• Why are customer journey maps important for digital marketers? Select two answers.
• 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?
• In data storytelling, how do visualizations help an audience understand what is happening in the narrative? Select all that apply.
• When you create a customer persona, you want to identify who the customer is. What does this include?
• A marketer conducts customer interviews and sends out surveys to customers. What does this research enable them to do?
• What Search Console report indicates if certain webpages are not compliant with webmaster quality guidelines?
• Why should a digital marketer avoid keyword stuffing when writing alt text for website images?
• Each entry in a social media calendar contains which elements? Select all that apply.
• When you deliver a social media report presentation, you should remember to pace yourself. What does this mean?
• As a digital marketer, you segment your email list according to age, gender identity, and family status. What are these characteristics referred to as?
• A marketer divides the number of total clicks by the number of unique opens. What email marketing metric does this calculation determine?
• As a digital marketer, you notice a high open rate for an email marketing campaign. What might this indicate?
• Which of the following are recommendations for the email marketing report? Select all that apply.
• As a digital marketer for a sportswear brand, you are segmenting your email list to reach customers interested in health and fitness. These customers enjoy an active lifestyle and spend their free time outdoors. What did you consider when segmenting this email list?
• Fill in the blank: In marketing, the return on ad spend (ROAS) is the ratio of _____.
• In Google Ads, what does an ad group contain?
• Which of the following statements best describes Google Tag Manager? Select all that apply.
• A marketer makes the following marketing calculation: First they subtract the marketing costs from the total sales growth during a campaign period. Then, the marketer takes that result and divides it by the total marketing cost. When would they use this calculation?
• Consider the following scenario: A digital marketer finished running a marketing campaign. It is now time to assess if it was successful or not. What will the digital marketer need to evaluate to determine if the campaign was a success?
• A digital marketer’s campaign set a micro performance goal of increasing email signups by 40% and increasing purchases by 15%. The campaign increased email signups by 40%, as planned. However, the campaign did not increase the number of purchases. What action should the digital marketer consider for a future campaign?
• Why would an organization hire a data analyst?
• Why is storytelling an important part of building a brand’s identity?
• Which of the following fulfillment methods ships products from the supplier directly to the customer and is the fastest way to bring a product to market?
• A business uses a SaaS (Software-as-a-Service) e-commerce platform. What is one of the benefits of using this type of platform?
• Fill in the blank: _____ is a brief written description of an image that helps screen readers and search engines understand what is shown in the image.
• Which of the following website features provides information about a specific item sold in an online store?
• Fill in the blank: E-commerce specialists need to prepare for seasonal events. In order to do this, they need to use _____, which uses machine learning to optimize for conversions or conversion value in every auction.
• Fill in the blank: Resolving _____ improves the buyers experience with your brand and could help bring customers back to your site.
• Fill in the blank: In order to determine when a company might experience a spike or slow down in e-commerce traffic, they can use _____, a tool that lets them explore global Google searches.
• A marketer plans to engage customers online by personalizing the customer experience. What should they do to achieve this goal?
• Consider the following scenario: A customer is in the process of purchasing several clothing items at an online retailer. As they review their cart, they notice a disclaimer in small print next to each item. It reads: “All sales final. No exchanges. No refunds.” Disappointed in learning this store policy, the customer decides to navigate to another online store, abandoning the items in their cart. What store policy caused the customer to abandon their cart?
• Fill in the blank: When an e-commerce store needs to fulfill an order, they can use a _____, which is a third-party company that prepares and ships orders from their fulfillment centers.
• What does a customer typically do during the checkout process of the customer journey?
• Fill in the blank: Customers are more likely to buy and less likely to abandon their carts if there is ____.
• An e-commerce business considers the best way to get its products to customers. Why would they use a fulfillment service to manage the order fulfillment process?
• What is the marketing term for displaying ads that contain the products or services that previous customers already viewed on your website?
• As a digital marketer, you tailor your rewards program to each customer. Which of the following tactics can you use to help personalize the rewards program?
• Which of the following are examples of post-purchase emails to send? Select all that apply.
• Which of the following are ways to build trust in customers? Select all that apply.
• As a digital marketer, you are setting up advertising that displays ads to previous visitors that contain products or services they already viewed on your website. What is this marketing strategy?
• A marketer creates a customer satisfaction (CSAT) survey and sends it to a large database of customers. What information did they gather from the CSAT survey?
• What is conversion rate optimization?
• Which of the following are benefits to a company using product analytics? Select all that apply.
• A marketer monitors an e-commerce business’s social media. They use social media analytics to track, collect, and analyze data from several social media platforms. What information can the marketer gather from social media analytics?
• Which of the following does a business using Shopify have access to? Select all that apply.
• What can an e-commerce marketer do to help improve a product conversion rate?
• The third step in pre-interview research is to determine common interview questions that may be asked. What does this step involve?
• What tip will help when organizing your projects in a portfolio?
• A marketer focuses on one aspect of digital marketing, specifically email marketing. What marketing role does this best describe?
• Fill in the blank: Automated software that helps locate information to answer a user’s query is called a _____.
• Why should a marketer consider their competitors when choosing a social media platform?
• How can brands use custom content to help them appear more authentic?
• Why should you segment subscribers in an email marketing list?
• Which of the following SMART goals is time-bound?
• A marketer creates an email to promote a new product. Why should they include a call to action?
• A digital marketer uses an A/B test to determine which version of a web page performs better with customers. Why is A/B testing an effective way to decide what content to use?
• Which are examples of marketing success indicators for a campaign? Select all that apply.
• A digital marketer creates ad variation tests for a new headline. They intend to test an additional change to the call to action, however, they decide to make the latest variation a permanent ad change. What should the marketer consider before creating several ad variations?
• What is order fulfillment?
• What is an e-commerce rewards program?
• When might an e-commerce company consider performing in-house order fulfillment instead of using a fulfillment service?
• As a digital marketer, you use a subscription program to incentivize customers. What could this subscription model require customers to do?
• Which of the following are ways to build trust in customers? Select all that apply.
• As a digital marketer, you are trying to receive accurate data by not asking questions such as “You like our website, right?” This represents which tip for creating customer survey questions?
• A marketer uses a survey to determine how loyal customers are to the business. They use a single question that asks respondents to rate the likelihood that they would recommend the product or service to a friend or colleague. What type of survey did they use?
• Which of the following are potential ways for a company to increase their average order value? Select all that apply.
• A digital marketer is interested in an e-commerce store’s performance across all sales channels over the last three months. Where will they find this information on Shopify?
• Why might a company use a heat map on their website?
• Which of the following is a metric that estimates the total amount of money that a customer is expected to spend with a business over time?
• A marketer calculates the percentage of customers who purchase a product after viewing it. The results indicate a low product conversion rate. Which tactic will help the marketer improve the product conversion rate?
• Which of the following is true about printed documents as portfolios?
• Which document to secure employment provides a full history of an applicant’s academic credentials and professional experience?
• What interview is typically a fast paced meeting conducted over a phone or video chat?
• A marketer manages a website that sells exclusive products. They use rewards programs to build customer loyalty and Google Ads to drive traffic to the website. What marketing field do they likely work in?
• During an interview, you answer a question by saying, “I was asked to help plan and post two times a week to a social media platform. My goal was to reach more potential customers.” Which STAR method step does this dialogue represent?

 

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

 

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

 

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

 

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

 

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

 

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

• Curiosity
• Data maps
• Analytical thinking
• Data storytelling

 

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

 

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

 

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

 

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

 

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

 

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

 

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

• conversion
• consideration
• awareness
• loyalty

 

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.

 

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

 

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

 

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

 

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

 

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.

 

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

 

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

 

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

 

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

 

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

 

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.

 

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

 

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.

 

===

 

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.

 

 

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