Google Fundamentals of Digital Marketing Practise Test

Web analytics can tell you many things about your online performance, but what can analytics tools not tell you ?

Options are :

  • What your customers are looking for on your website
  • Where your customers go after leaving your website (Correct)
  • Where your customers have come from before visiting your website
  • What your customers are doing on your website

Answer : Where your customers go after leaving your website

When running a search engine marketing campaign, what goal do you expect to achieve by having conversion tracking on your site?

Options are :

  • To understand what is working and what is not (Correct)
  • To increase your budget to get more traffic
  • To see personal data about the person who bought from you
  • To advertise internationally more easily

Answer : To understand what is working and what is not

 

When looking to increase the presence of a website, putting together your search engine optimisation plan will help you plan your steps. Which activity would be first on the list?

Options are :

  • Choosing what images to put on your website
  • Keyword Research (Correct)
  • Finding people who will link back to your website
  • Reserving all the social profiles that you will be using for the business

Answer : Keyword Research

You notice that when people see images of your products online, you have an increase in conversions or sales. Which customer touch point could you use to take advantage of this insight?

Options are :

  • Blog content
  • YouTube
  • Shopping bags
  • Social media (Correct)

Answer : Social media

Where does the domain name of a website primarily sit?

Options are :

  • In the URL (Correct)
  • In the coding of your header image
  • In your navigation menu
  • In your logo’s hyperlink

Answer : In the URL

Website hosting servers have their own unique IP address, what does this address consist of?

Options are :

  • Letters
  • Numbers and letters
  • Numbers (Correct)
  • Letters and symbols

Answer : Numbers

When looking to advertise a new business online, what is one of the major benefits of display ads?

Options are :

  • They are seen by everyone
  • They have higher click-through rate
  • They don’t cost too much to set up
  • They can come in many different formats (Correct)

Answer : They can come in many different formats

When looking to optimise the performance of a website to improve its search engine ranking, using ‘long tail keyword terms’ in your SEO plan often allows you to ….....

Options are :

  • Outrank lots of larger, more established companies
  • Find more opportunities (Correct)
  • See more traffic than short tail keywords
  • Perform better on social media

Answer : Find more opportunities

 

When optimising a website for search, what impact do meta and title tags have on the search engine?

Options are :

  • They are automatically generated and help websites rank within search engines
  • They are hidden messages that have no bearing on search engines
  • They are the on-page content that appears on your homepage, telling search engines what you do
  • They are embedded messages that help the search engine determine what’s on the page (Correct)

Answer : They are embedded messages that help the search engine determine what’s on the page

When designing content as part of your content marketing strategy, what does the ‘Think’ stage represent in the ‘See, Think, Do, Care’ framework?

Options are :

  • The consideration phase, when customers start to research potential products to buy (Correct)
  • The action stage, the moment when customers commit and purchase your product
  • The finance stage, when customers think about their budgets
  • The sharing stage, when customers share images and feedback on your products

Answer : The consideration phase, when customers start to research potential products to buy

When using a search engine, what is the name of a word or phrase somebody types to find something online?

Options are :

  • Search word
  • Search phrase
  • Search term
  • Search query (Correct)

Answer : Search query

What is the term we use to describe how search engines categorise each piece of content?

Options are :

  • Indexing (Correct)
  • Listing
  • Ranking
  • Crawling

Answer : Indexing

 

Fill the blank: When managing SEM campaigns, the best way to optimise your quality score is to improve the _________ of your keywords, adverts, and landing pages.

Options are :

  • conversion
  • relevance (Correct)
  • importance
  • clicks

Answer : relevance

When ranking websites on search engine results pages, which element of a website do search engines value the most?

Options are :

  • Where you are in the world when adding content to your site
  • Unique, engaging, relevant content (Correct)
  • How long the content on the page is
  • If you mention keywords over 50 times in a short piece of content

Answer : Unique, engaging, relevant content

 

Search engines see the content on a website as written code, how can you help search engines identify the images on your website?

Options are :

  • Make them eye-catching
  • Put branding on them
  • Give them descriptive names (Correct)
  • Place them well within your text

Answer : Give them descriptive names

Which are the first steps you should consider when constructing an online business strategy?

Options are :

  • Change your mission statement to match the goals
  • Understand the target audience
  • Define and segment your audiences
  • Create goals and identify a USP (Correct)

Answer : Create goals and identify a USP

When considering whether to have a web presence for your business, which of the following is not a major factor?

Options are :

  • Technology
  • Scope
  • Cost
  • How long you’ve been in business (Correct)

Answer : How long you’ve been in business

 

Fill the blank: ‘Search engines _________ the internet to discover content.’

Options are :

  • index
  • crawl (Correct)
  • investigate
  • rank

Answer : crawl

 

Fill the blank: When optimising SEM campaigns, negative keywords _________ your ads from appearing when people search for things that aren’t relevant to your business.

Options are :

  • prevent (Correct)
  • decrease the chance of
  • increase the chance of
  • secure

Answer : prevent

When defining a strategy for your business, how can competitor analysis help you establish a USP (or Unique Selling Point)?

Options are :

  • It can reveal which additional regions you could be operating in so that you can grow your business
  • It can identify how your offering is different in comparison to your competitors (Correct)
  • It can give you deeper insight into the market and their approach
  • It can enable you to offer discounts that compete directly with your competitors’ pricing

Answer : It can identify how your offering is different in comparison to your competitors

How can businesses benefit from using analytics on their website?

Options are :

  • It will show where your customers go after they’ve left your site
  • It will show you where your audience comes from (Correct)
  • It will list which pages your audience does not like
  • It will show you why your audience visit your site

Answer : It will show you where your audience comes from

Gaining backlinks to your website is a great way to improve the SEO performance. What best practice will encourage people to link back to your site?

Options are :

  • Write some great content they will find useful (Correct)
  • Ensure your staff link back to your site
  • Pay people to link back to your site
  • Link to them first, regardless of whether they have anything interesting on their site

Answer : Write some great content they will find useful

 

Which of the following will be achieved by including an offer in a Search Engine Marketing (SEM) ad?

Options are :

  • It can increase the quality score of your ad
  • It will increase the amount of users across your entire website
  • It will help the ad stand out and encourage people to click it (Correct)
  • It will guarantee the ad appears at the top of the search results

Answer : It will help the ad stand out and encourage people to click it

When you’re building a business website, what purpose does a server have?

Options are :

  • It manages your website
  • It hosts your website (Correct)
  • It secures your website
  • It promotes your website

Answer : It hosts your website

Imagine a customer has downloaded an app made by their local hardware store. How could that business connect with their audience through the app?

Options are :

  • See where their customers are and monitor their shopping behaviours
  • Add items to their in-app basket that you think they’d like
  • Call the customer when there is an offer they’d enjoy
  • Send them offers when they enter a certain geographical area (Correct)

Answer : Send them offers when they enter a certain geographical area

 

Which of the following is a benefit of Search Engine Marketing (SEM)?

Options are :

  • Reach out to potential customers actively looking for your product or service (Correct)
  • Create different types of ad formats to show to potential customers
  • SEM is a lot cheaper than any other advertising medium
  • Target people based on their interests and habits

Answer : Reach out to potential customers actively looking for your product or service

 

When advertising using Search Engine Marketing (SEM), you only pay…

Options are :

  • when your ad appears within the search results
  • when your ad is clicked by someone (Correct)
  • when a conversion happens on your website
  • when someone stays on your website for more than 2 minutes

Answer : when your ad is clicked by someone

 

If you want to track a completed order in your website, what would be a proper place to add the conversion tracking code?

Options are :

  • Order confirmation page (Correct)
  • Order form page
  • Contact us page
  • Website’s homepage

Answer : Order confirmation page

 

What’s the biggest challenge for most businesses when going online?

Options are :

  • Defining a customer base
  • Developing a plan (Correct)
  • Optimising a website
  • Planning a budget

Answer : Developing a plan

When planning your website, what is one of the key things you should consider?

Options are :

  • How customers will interact with the site
  • What your customers want to see on the site
  • What you want your customers to do on the site (Correct)
  • The order your products will appear on the site

Answer : What you want your customers to do on the site

 

What are three key considerations when evaluating keywords for search engine optimisation?

Options are :

  • Frequency, execution, relevance
  • Competition, cohesiveness, relevance
  • Relevance, cohesiveness, execution
  • Frequency, competition, relevance (Correct)

Answer : Frequency, competition, relevance

What’s the first step in the search engine optimisation process for your website?

Options are :

  • Keyword research (Correct)
  • Writing fresh content
  • Off-site optimisation
  • Setting an ad budget

Answer : Keyword research

 

We use them every day, but what is the overall purpose of a search engine?

Options are :

  • To ensure every business gets an equal number of site visits
  • To position websites based on how popular they are
  • To display websites in a random order to increase site traffic
  • To help the user find the most relevant answer to their query (Correct)

Answer : To help the user find the most relevant answer to their query

Websites are hosted on a server and each of these servers has its own unique IP address. What does the ‘IP’ stand for?

Options are :

  • Internet Protocol (Correct)
  • Internet Position
  • Internet Privatization
  • Internet Placement

Answer : Internet Protocol

When fine-tuning paid search ads, you change a broad-match keyword to a phrase-match keyword using which symbol?

Options are :

  • Square brackets
  • Apostrophes
  • Italics
  • Quotation marks (Correct)

Answer : Quotation marks

 

What can you achieve if you divide your search engine marketing account into relevant campaigns and ad groups?

Options are :

  • Target more people in different areas of the world
  • Stop using negative keywords
  • Drive more traffic to your website
  • Ensure people see relevant ads that relate to their search query (Correct)

Answer : Ensure people see relevant ads that relate to their search query

There are many ways you can improve the performance of a website from an SEO perspective. When it comes to link building which of the following statements is accurate?

Options are :

  • The quality of links is important, not the quantity (Correct)
  • The quantity of links is important, not the quality
  • Links hidden within code on sites improves your SEO performance
  • Links hidden within images on sites improves your SEO performance

Answer : The quality of links is important, not the quantity

 

A lot of factors can affect how well a website will rank on search engines. What role does metadata have in this process?

Options are :

  • Provides search engines with more consistent and clear information about what’s on the website (Correct)
  • Helps your website stand out from the competition
  • Allows you to input lots of keywords so that you appear for all of them
  • Allows you to place sales promotion offers within the search results

Answer : Provides search engines with more consistent and clear information about what’s on the website

When advertising on search engines, if you bid the same as your competitor, having a higher quality score will mean you appear where in comparison?

Options are :

  • Alongside them
  • Above them (Correct)
  • On the next page after them
  • Below them

Answer : Above them

 

What is the most important thing to consider when optimising a search engine marketing campaign?

Options are :

  • Continually changing the ad copy
  • Increasing the bid for the keywords you are targeting
  • Increasing the relevance of the keywords, ads, and landing page (Correct)
  • Adding lots of keywords to the campaign to get more traffic

Answer : Increasing the relevance of the keywords, ads, and landing page

Which search query would trigger an ad based on this keyword: [London portrait photographer]?

Options are :

  • Portrait photographer London
  • Photographers in London
  • London photographer
  • London portrait photographer (Correct)

Answer : London portrait photographer

Which of the following actions would be most  effective for a business to take in order to help them progress towards  achieving their content marketing goals?

Options are :

  • Identifying audiences who view their content, and ensuring those specific audiences get targeted in the future, with the aim of increasing sales
  • Reducing the number of channels used for content marketing to only those channels with the highest referral numbers, thus saving money
  • Refining their content marketing strategy as they go, taking into account available data and metrics (Correct)
  • Personalising content to make each customer feel important, taking into account available data about each individual customer.

Answer : Refining their content marketing strategy as they go, taking into account available data and metrics

What type of tool can be used to monitor and evaluate your social media audience’s actions on your website?

Options are :

  • Social media analytic tools
  • Content scheduling tools
  • Website analytic tools (Correct)
  • Audience profiling tools

Answer : Website analytic tools

With more and more users using mobile to look at  websites, it is key that you optimise your site so users can find it  when searching online. Which two elements should you look to optimise  for improved SEO performance?

Options are :

  • Site speed and usability (Correct)
  • Image size and navigation
  • Site speed and visual appearance
  • Keywords and metadata

Answer : Site speed and usability

Building a plan will help you to focus your  efforts when using social media. What should you consider when making  your social media plan?

Options are :

  • You audience’s available income
  • Your audience’s offline behaviour
  • Your audience’s data
  • Your audience’s interests (Correct)

Answer : Your audience’s interests

Google Search Console “Crawl? reports let you monitor…?

Options are :

  • How people interacts with your website
  • What information Google records about your site
  • If Google can view your web pages (Correct)
  • If potential customers can access your web pages

Answer : If Google can view your web pages

Mobile advertising is a great tool for marketers, but all that good work could be undone if your website isn’t what?

Options are :

  • Visually engaging
  • Text heavy
  • Optimised for different devices (Correct)
  • Full of relevant information

Answer : Optimised for different devices

Which of the following is the most accurate analogy for a display advertising network?

Options are :

  • A marketplace between online publishers and advertisers (Correct)
  • A payments system for online ad campaigns
  • A targeting option for advertisers
  • A targeting option for publishers

Answer : A marketplace between online publishers and advertisers

When advertisers run online ads that typically include an image for people to click on, it’s called…

Options are :

  • Display advertising (Correct)
  • Webpage advertising
  • Banner advertising
  • Search Engine Optimisation

Answer : Display advertising

Why is social media a great tool for your business to build trust and engagement with your audience?

Options are :

  • You can connect with customers at any time of the day
  • You can share blogs from other businesses to cover more than what you do
  • You can share offers and discounts exclusively to your following
  • You can share honest reviews about your product or service (Correct)

Answer : You can share honest reviews about your product or service

When trying to promote your business locally, what three key bits of information should be present in your directory listing?

Options are :

  • Name, PO box, freephone number
  • Personal name, business name, postcode
  • Business name, address, phone number (Correct)
  • Business name, CEO, company registration number

Answer : Business name, address, phone number

To improve your website’s SEO performance, when should you consider updating your SEO plan?

Options are :

  • When you employ new staff
  • When you have a sale or promotion
  • When you write a new blog post
  • When you add a new service or product (Correct)

Answer : When you add a new service or product

When looking at your email marketing metrics, Click Through Rate (or CTR) highlights which of the following insights?

Options are :

  • % of people that made a purchase after receiving the email
  • % of people who were sent the email against the total number of conversions made
  • % of people who clicked on a link in the email out of the total recipients (Correct)
  • % of people that opened the email out of the total recipients

Answer : % of people who clicked on a link in the email out of the total recipients

Fill the blank: When it comes to promoting a  business locally, search engines can _______________ your business in  the search results page if the user is near your location.

Options are :

  • Prioritise (Correct)
  • highlight
  • promote
  • hide

Answer : Prioritise

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