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1
The online opportunity
Question 1
The increased use of the internet presents a lot of potential for which types of businesses?
A All businesses
B Small business owners
C International businesses
D Local businesses
Question 2
Taking a business online can involve many different steps. When starting out, which activity could be a part of this process?
A Sending flyers with your web address to customers
B Creating a business listing in local directories
C Increasing print and billboard advertising
D Building a team of digital advertising experts
Question 3
Which of the following is the easiest way for visitors to learn about a business while visiting a website?
A Getting a free 'taster' of one of your products when they sign up to receive emails
B Listening to an audio file that auto plays whenever someone visits your site
C Browsing your product pages and reviewing the Frequently Asked Questions page
D Reading the terms and conditions for your products on your site
Question 4
What is a key benefit of having an online presence for a business?
A The ability to sell products directly to customers through social media
B Being visible when people search for a business like yours
C Sending users emails to update them on new products
D Being able to offer new customers promotional discounts
2
Your first steps in online success
Question 1
Which tool helps you measure the success of your website?
A Keyword Planner
B Ad Gallery
C Ad Preview Tool
D Analytics
Question 2
Which of the following statements is true when it comes to taking a business online?
A Stick to what you are doing and don't make changes
B The same content works across online and offline platforms
C Use analytics to make informed decisions
D Use analytics to track your customers across the internet
Question 3
Which term best describes the business activity that occurs when website visitors buy products or services from you online?
A E-commerce
B Display advertising
C Search engine marketing
D Pay per click
Question 4
Which of the following statements is true when marketing your business online?
A You need a website to show up in search results
B You'll reach a similar client base to the one you have in the real world
C You'll be seen by the same volume of customers whether you use search advertising or not
D Social media is a great way to engage your audience
3
Build your web presence
What are some of the ways customers can engage with your website?
A Watch a video or download a PDF
B Make purchases
C Read about your products and services
D All of the above
True or false: Customers can learn about your business by downloading your mobile app, but they can’t place an order using an app.
A True
B False
What is a web server?
A The customer service representative you can call when you have questions about your website
B The answer you get when you search a term on the web
C A computer connected to the Internet with software that allows it to host all the parts of your website
D The device that determines the speed of your mobile connection
True or false: Your domain name includes the “www.” in your web address.
A True
B False
What is something that people won’t find on your homepage?
A All the details about every product or service you offer
B Your address
C A map to your store
D Your phone number
True or false: A “hyperlink” is a shortcut to other pages on your site or elsewhere on the web.
A True
B False
Name one element you’ll probably want to exclude from your website.
APrices
B A lot of deep scientific information and detailed statistics
C Special offers
D Certifications to show you’re qualified to provide a service
True or false: Most if not all of your content should include a direct sales pitch.
A True
B False
What are some examples of a “call to action” on a website?
A A “call now” link so visitors can call your shop directly with one click
B A “get directions to our store” button which maps directions from their location to yours
C A “buy now” button where they can place an order directly
D All of the above
True or false: Including a search box on your site is a great way to help visitors find exactly what they want.
A True
B False
Which of these is not really necessary to include on a website?
A Your address
B A collage of selfies
C Your phone number
D A map to your shop
True or false: You should think about what your customers are looking for and develop your website content with that in mind.
A True
B False
4
Connect through email
Which of the following will you need to start an email marketing programme?
A A profile on all major social media sites
B A "contact us" form
C A way to collect people's email addresses
D A local business listing
True or false: There's no need to check local regulations before you start an email marketing programme.
A True
B False
Which of the following is not a feature of many email marketing platforms?
A Templates which you can customise easily
B The ability to segment your email list into specific groups
C An option for your users to unsubscribe from your email programme
D Automation of your search ad campaigns
True or false: Most email marketing platforms provide a contact database.
A True
B False
Which of these is a good practice for emails you send to your contacts?
A Run an A/B test on your subject line to determine which one works best
B Send a lengthy email that takes a long time to read
C Send a generic message to your entire contact database
D Leave your call-to-action to the very bottom of your email
True or false: It's a good idea to make it easy for your contacts to unsubscribe from your emails, if they want to.
A True
B False
If the "open rate" of your emails seems low, which of the following could help you fix that?
A Redesign your website
B Change the colour of the buttons inside your email
C Send your emails to more contacts
D Adjust the subject line of your email
True or false: There's no need for analytics when it comes to email marketing.
A True
B False
5
Get started with search
Why are search engines a great place for a business to be found?
A People pay to use search engines, so they're an affluent segment of customers
B People who search are actively looking for information, products or services
C Search engines are a big trend these days
D Search engines are not a great place to be found
True or false: Search engines use sophisticated technology to sort through massive numbers of websites and content.
A True
B False
What technology do search engines use to "crawl" websites?
A Androids
B Interns
C Servers
D "Bots"
True or false: Search engines rank websites using complex formulas.
A True
B False
Which of the following helps a search engine understand what your page is about?
A The date it was published
B The number of pictures
C The total number of words
D The title tag
True or false: Search engines can't understand images on websites.
A True
B False
Which of the following is true about organic search results?
A They're free
B They cost money
C You can change your daily budget any time
D They can only appear in English
True or false: Spending money on search advertising influences how your website appears in organic search results.
A True
B False
Which of these is an important factor in the paid search auction system?
A How famous your brand name is
B How cool your logo is
C How long your business has been around
D How relevant your ads are
True or false: The highest bidder always wins the SEM auction.
A True
B False
Which of these can the Google Search Console help you with?
A It helps you understand how to improve your AdWords campaigns
B It helps you optimise your Google My Business listing
C It helps you understand which keywords people are searching for on Google
D It helps you run A/B tests on your home page
True or false: You'll need to pay a monthly subscription to use the Google Search Console.
A True
B False
6
Get discovered with search
Which is NOT a factor to consider when optimising your website for search engines?
A Colour scheme
B Fresh, engaging content
C Ensuring the site is mobile-friendly
D Site popularity
True or false: Search engine formulas stay relatively static over time.
A True
B False
Which is the first step of a structured SEO plan?
A Hiring an agency
B Buying an analytics system
C Setting up your presence on social media sites
D Keyword research
True or false: Talking to your customers is a great way to get ideas for keywords.
A True
B False
Which of the following should be part of your SEO plan?
A Keyword research
B Getting more people to link to your site
C Looking at analytics data
D All of the above
True or false: Hiring a programmer is the only way to improve your SEO.
A True
B False
More specific keywords with low search volume are called ...
A Long-hair keywords
B Long-tail keywords
C Big-bang keywords
D Top-tail keywords
True or false: When you're starting out, you may not want to focus on the most popular keywords.
A True
B False
Which of the following should not be one of your SEO goals?
A Making sales
B Reaching customers who are interested in what you offer
C Showing your ad to as many people as possible
D Getting visitors to interact with your site
True or false: Analytics tools can tell you how often people see your ad and click through to your site.
A True
B False
7
Make search work for you
Which of the following would be the best title for your website's page about your return policy?
A How to Send Stuff Back
B Company Name's Return Policy
C Return Policy
D Loyalty Programmes
True or false: You should optimise page content as well as titles, headings and meta tags.
A True
B False
Which of the following is NOT a good way to get other sites to link to yours?
A Social media
B Content marketing
C Building relationships with similar sites
D Keyword stuffing
True or false: When it comes to external links to your site, quantity is more important than quality.
A True
B False
What information wouldn’t be useful to international customers?
A Showing listings that are unavailable in their region
B Product prices in different currencies
C Different systems of measurement
D Listing your business hours in different time zones
True or false: If you have international customers, your website should offer information that meets different countries’ unique needs.
A True
B False
8
Be noticed with search ads
Search engine marketing is also called ...
A Pay-per-click advertising
B Organic advertising
C Search box marketing
D One-click advertising
True or false: The search engine results that appear down the centre of the page are paid advertisements.
A True
B False
In an SEM auction, your Quality Score is based on your ad's ...
A Bid
B Relevance
C Cleverness
D Length
True or false: There is a limited amount of advertising spaces available on a search engine results page.
A True
B False
Which of the following is not a factor you should consider when choosing keywords?
A Relevance
B Traffic
C Simplicity
D Competition
True or false: It's possible to determine how well a keyword will perform without bidding on it.
A True
B False
Which of the following is a good tactic for writing eye-catching ads?
A Make your headline clear
B Include special offers
C Give a specific call to action
D All of the above
True or false: Searchers tend to click on ads that instruct them to do something.
A True
B False
9
Improve your search campaigns
Which of the following is NOT a benefit of using relevant ads and landing pages?
A Increased cost for ad placements
B Higher ad positions on the search results page
C Lower cost for clicks on your ads
D Ads that will help customers and meet their expectations
True or false: You are limited to one campaign per SEM account.
A True
B False
If you were building Ad Groups for terms related to pet portraits, which of the following keywords would not be relevant?
A Pictures of dogs
B Dog day care services
C Dog portraits
D Pet photos
True or false: "Negative keywords" is the strategy of increasing the visibility of your ads for specific keywords.
A True
B False
If you wanted to apply a Phrase Match for the term pet portraits, which format would you use?
A *pet portraits*
B pet portraits
C [pet portraits]
D "pet portraits"
True or false: If you use Exact Match, minor variations, like plurals, can still trigger the ad.
A True
B False
Which of the following is NOT an example of a website conversion?
A Purchase order
B Contact form submission
C Click on paid search ad
D Newsletter sign-up
True or false: Using conversion tracking, you can measure how many people visiting your site from an SEM ad end up completing a purchase.
A True
B False
10
Get started with analytics
What is a metric?
A A type of code used to track visitors to your website
B A piece of data you can count
C A data point that can be divided by three
D An attribute used to break down a dimension
True or false: Analytics can tell you what time of day your website gets the most traffic.
A True
B False
Which of the following types of online marketing can analytics help you evaluate?
A Display advertising
B Social media
C Email marketing
D All of the above
True or false: Analytics can give you valuable information about current customers as well as new ones.
A True
B False
If your key business goal is to get people to book rooms at your guest house, you're probably most interested in ...
A How many clicks your photo gallery gets
B How many visitors you get on Fridays
C Whether your funny Tweet goes viral
D How many people visiting your site book a room with you
True or false: Every metric you can measure in analytics is useful and actionable.
A True
B False
11
Find success with analytics
Which of the following pieces of information from analytics can help you improve the content on your website?
A The keywords people use to find your site
B The number of people who visit your site but don't make a purchase
C Which keywords used to perform well but don't anymore
D All of the above
True or false: Most analytics tools can tell you how much traffic you are getting from organic searches.
A True
B False
If an ad is not performing well, one effective tactic is to ...
A Complain to the search engine
B Tweak the ad's copy and then look at analytics to see if performance improves
C Hire an agency to write new ads
D None of the above
True or false: It's always worth bidding your max price to get your ad to appear in the top position.
A True
B False
Segmentation can help you break down visitor data by ...
A Device type
B Geography
C Traffic source
D All of the above
True or false: You can detect whether visitors find your site via social media using segmentation.
A True
B False
12
Get noticed locally
How can you improve your business's visibility to people located near you?
A Translate your website into at least two more languages
B Offer free phone support during business hours
C Ensure you have good analytics on your website
D Make sure your phone number, address and business hours are easy to find
True or false: "Bike shops near hampstead heath" is a good example of a "local search".
A True
B False
Which is an important benefit of registering your business in online local listings?
A You'll receive discounted pricing on your search advertising campaigns
B People are more likely to discover your business through search engines if you have a local listing
C You'll generate a lot of buzz on social media websites
D You'll be able to upload videos to YouTube for free
True or false: Many search engines operate local business listings.
A True
B False
13
Help people nearby find you online
Local advertising can help you reach:
A People who live near your business
B Tourists who are visiting your area
C People using their mobiles whilst in your neighbourhood
D All of the above
True or false: Local advertising is available through many different services, such as search engines or social networks.
A True
B False
Why do local and mobile work well together?
A Everyone in your neighbourhood has a smartphone
B People who are "out and about" often use their mobiles to search for businesses
C Local business listings are only available on mobile devices
D Young people prefer to use tablets
True or false: Websites always look the same on a laptop screen and a mobile phone screen.
A True
B False
Which of the following can help you gain visibility in search engines?
A Improving your website by adding relevant content that highlights the location of your business
B Registering with online local business listings
C Ensuring your website is mobile-friendly
D All of the above
True or false: Clear, detailed information about your business location helps search engines understand where your business is located.
A True
B False
14
Get noticed with social media
Which social platforms should a business use?
A Twitter and LinkedIn
B Facebook and Google+
C All available platforms
D The platforms its customers use most
True or false: Social media is not just for individuals, but is also a great tool for businesses to connect with customers.
A True
B False
Which of the following sites would be a good social network for a pet store to share videos of their services on?
A YouTube
B LinkedIn
C OpenTable
D Trip Advisor
True or false: Businesses should always focus on social media platforms with the most users.
A True
B False
Which is not a goal of social media?
A Reach existing customers to have them buy from you more often
B Drive more traffic into your store
C Develop one-way communication with customers
D Raise brand awareness of your business
True or false: You should have the same strategy across all social networks.
A True
B False
Which of the following should you provide about your business on your social networks?
A Business name
B Address
C Phone number
D All of the above
True or false: Social network pages are not eligible to appear in search engine results.
A True
B False
15
Deep dive into social media
A robust social media plan includes which of the following?
A A list of what you'll share, and where you’ll share it
B A clear view of how your activities on social media support your business goals
C A long-term schedule planning when you'll post
D All of the above
True or false: Using social media tools, it's possible to create something to share, and have it scheduled to be posted in the future.
A True
B False
Which of these is not a potential benefit of advertising on social media?
A Getting more reliable analytics
B Reaching people who might one day be your customer
C Connecting with previous customers
D Building brand awareness
True or false: Social media ads are good for building a brand name, but can't help you reach specific audiences.
A True
B False
Tools that help you get data from multiple social networks are called
A Social media monitoring tools
B Big data analytics
C Weblogs
D Incognito mode
True or false: Once someone reaches your website from a social network, you can't measure which pages they look at on your site.
A True
B False
Which of these is a common social media pitfall?
A Regularly posting interesting, relevant content
B Interacting with customers or fans
C Using a tone of voice that fits your company
D Letting your social media pages go dormant for long periods
True or false: People have short attention spans on social media, so everything you share should have a heavy sales pitch.
A True
B False
16
Discover the possibilities of mobile
Which of the following business goals can you achieve with mobile?
A Building brand awareness
B Encouraging customer loyalty
C Growing revenue
D All of the above
True or false: On average, people in the UK spend more than two hours a day on their mobile device.
A True
B False
Responsive design means ...
A Your website visitors can adjust the size of your website
B Your website will adapt to suit whichever device it is being viewed on
C Your customers can provide feedback on the design of your site
D None of the above
True or false: Videos are a great addition to any mobile website.
A True
B False
Which is a mobile feature that apps can often use to your business's advantage?
A GPS
B WiFi
C Calculator
D Battery
True or false: Push notifications can send messages to your customers' mobiles, but they can only see them when they're using the app.
A True
B False
17
Make mobile work for you
If you are a plumber in London, what would be a goal of mobile advertising for your business?
A Describe the history of plumbing
B Drive more traffic onto your website
C Share information about your competitors
D All of the above
True or false: Your website will look different on mobile devices compared with desktop computers.
A True
B False
What’s an example of a great keyword to target people on mobiles who are searching for a plumber in London?
A “Fix sinks”
B “Clogged tub”
C “Plumbing services”
D All of the above
True or false: Customising your video ads for mobile is a waste of time.
A True
B False
What’s an example of a mobile ad network?
A Google AdMob
B Netflix
C YouTube
D All of the above
True or false: The Google Ad Gallery for creating professional-looking display ads is free to use.
A True
B False
Social media advertising solutions for mobile would include:
A Facebook Ads
B Twitter Ads
C LinkedIn Ads
D All of the above
True or false: Social media sites do not allow you the option to target specific mobile users.
A True
B False
When creating video content for mobile, your aim should be to:
A Discuss a broad range of topics
B Clearly define what action you want customers to take
C Share a full description of all your products and services
D None of the above
True or false: YouTube receives billions of views a day from users around the world.
A True
B False
18
Advertise on other websites
Display advertising is a great way for your business to:
A Challenge the claims of your competitors
B Drive traffic to your website
C Provide an introduction to the city in which you’re located
D None of the above
True or false: If you own a film blog, display advertising will allow you to reach people even if they’re not searching for information about films.
A True
B False
The ads on search engines are usually made up of:
A Audio
B Video
C Text
D None of the above
True or false: Display advertising can be targeted to reach only the people who are showing an interest in the products or services you offer.
A True
B False
You can target your advertising display campaigns to reach certain demographics, including:
A Gender
B Age group
C Specific location
D All of the above
True or false: In an advertising display campaign, you have the option to target ads to people who speak a specific language.
A True
B False
19
Deep dive into display advertising
Which of these is not an outcome of using display advertising?
A Retargeting people who have visited your site before
B Making your website a better experience for shoppers
C Creating awareness of your business
D Converting people who are ready to purchase
True or false: Display advertising can be an effective strategy across many stages of the customer journey.
A True
B False
Which of the following is NOT an example of the types of data advertising networks automatically collect and share with businesses?
A The number of times an ad was shown
B The cost of each ad
C How much it cost your business to create the ad
D The total clicks on an ad
True or false: When you purchase ad placements on an advertising network, the network decides how much you are willing to spend.
A True
B False
Say someone adds your product to a shopping cart and then leaves your website – which of these tactics is most likely to encourage that person to return and purchase the product?
A Retarget with a display ad encouraging newsletter sign-up
B Redesign your website
C Create a Facebook page for your business
D Retarget with a display ad that has a discount coupon
True or false: The first step of display retargeting is to define your audience.
A True
B False
20
Expand internationally
To determine the best international markets for your business, you can review the:
A Most recent football club records
B Geographic data in your web analytics
C Average age of the population
D None of the above
True or false: Hiring a native speaker is preferable to having an automated service translate your website.
A True
B False
Where can you look to see if you already have customers in another country?
A Google AdWords
B Google Analytics
C Google's Market Finder
D Google’s Keyword Planner or Bing’s Keyword Research Tool
True or false: There’s no way to find out about keyword search trends in other countries.
A True
B False
You want to start advertising your business in a new country where people speak a different language. Your next best step is to ...
A Get your content localised
B Copy all of your ads exactly, and just target the new country
C Register your site with the proper suffix for that country (.au or .co.uk)
D Figure out how much you are going to charge for shipping
True or false: You don't need to localise content; you only need to translate it.
A True
B False
Which of the following is primarily meant to target new customers?
A Email marketing
B Print advertising
C Retargeting advertising
D Search advertising
True or false: You don't need to expand your advertising beyond search when entering a new market.
A True
B False
What should a business do first, when considering going into a new market?
A Hire an agency to translate its website into the local language
B Open a new office in the capital city
C Determine its ability to deliver products and review all tax and legal information
D Invest in major ad campaigns to raise brand awareness
True or false: You need to consider Internet speed in the country you are expanding to when building out your site.
A True
B False
What don't you need to do when going into a new target market?
A Take the time to translate all aspects of your site into the proper languages for your target markets
B Make sure you’re able to accept the types of payment that shoppers in your target market prefer to use
C Forget about your local customers
D Periodically review your site top to bottom with an international audience in mind
True or false: People in different countries tend to use the same payment forms as you do.
A True
B False
What will most help you when working in international markets?
A A fancy website
B A reasonable understanding of the legal and tax considerations in that market
C Knowing your cost on a product
D None of the above
True or false: International businesses should keep in mind both language and cultural differences when establishing communication and support processes.
A True
B False
21
Make the most of video
How can businesses use videos as part of their digital strategy?
A Posting a video on YouTube or Vimeo
B Putting a video on their own site
C Putting text or video ads on others' videos
D All of the above
True or false: You need to be a large company to use video.
A True
B False
Using video as part of your online presence can help you create:
A Some funny videos
B A great channel to engage with customers
C Extensive business costs
D A small following
True or false: Your video plan can only be supported with a big budget.
A True
B False
How can you make the most of video shooting time?
A Use storyboards and shoot more than one video at a time
B Get a really nice camera so you have better video quality
C Only make one video at a time
D Talk fast, and slow the video down in editing
True or false: Making a video requires a studio and professional crew.
A True
B False
What should you include with your videos?
A Hashtags
B Calls to action
C A relevant title
D All of the above
True or false: Using videos in email marketing and social media is an ineffective way to engage and grow your audience.
A True
B False
What is a good first step to take before advertising on videos?
A Write your ads
B Make your video advertisement
C Define your target audience
D Decide what video platform you want to advertise on
True or false: It is a good idea to guide customers to pages with stunning photos or your own videos.
A True
B False
Through your video analytics, you find that a lot of French-speaking people are watching your English cooking videos. You should:
A Stop advertising to French-speaking people
B Consider making videos in French
C Refer them to French cooking videos
D Keep doing what you're doing – you must be doing something right
True or false: You can only track how many views your videos get.
A True
B False
22
Build your online shop
What should you include on your product description pages?
A A good description of the product
B Pictures of the product
C Reviews of the product
D All of the above
True or false: You can only take advantage of using e-commerce on your own site.
A True
B False
You shouldn’t purchase a fully integrated e-commerce solution if:
A You want customers to stay on your site
B You are just starting, and you only need basic features for now
C You want to have better analytics on the checkout process
D You want to be able to change the checkout process
True or false: When integrating payments into an e-commerce site, you should use an SSL certificate to protect consumer information and assure customers their transactions are conducted on a secure connection.
A True
B False
23
Sell more online
What is a sign that people are having trouble using a particular device to purchase?
A Your analytics shows you have a lot of mobile visitors, but very few purchases
B You realise a specific product is not selling much compared to your other products
C You get a lot of questions about your return policy
D People are having trouble using a promo code for a sale that you are having
True or false: You should allow customers to create accounts with your e-commerce store.
A True
B False
What is an example of product merchandising?
A Running an ad for your products
B Organising your products into categories and subcategories
C Displaying very specific, featured products on your home page
D Cross-selling products in the checkout process
True or false: Collecting site visitor data as they browse and purchase items can help your e-commerce engine recommend other products that visitors are likely to want.
A True
B False
Why should you retarget to people who visit your site?
A Retargeting can help you sell more products
B To remind people about your site, in case they forget about it
C To offer certain customers promo codes
D All of the above
True or false: Once your customer purchases, you can’t turn off the retargeting ad.
A True
B False
24
Plan your online business strategy
What is the first step in creating an online business strategy?
A Identifying business goals
B Understanding what the competition is doing
C Knowing the market
D Aligning goals to the strategy
What is the purpose of the "See, Think, Do, Care" framework?
A To help businesses reach a global audience
B To help determine a marketing strategy
C To help you understand the customer journey online
D To give insight into specific customer groups
Optimising customer touchpoints online is beneficial for businesses because...
A It allows brands to add pop-up ads at every point of the customer journey, ensuring people see them regularly
B It gives businesses the opportunity to save money on online advertising
C It gives you an opportunity to collect more data from potential customers
D It provides customers with value every time they come into contact with a brand, helping to build trust
Which of the following actions would best help you to analyse your online competition?
A Review who's following your competitors on their social media accounts
B Examine keyword results, use tools like Google Alerts and conduct a SWOT analysis.
C Research hashtags associated with your products on social media
D Examine keyword results and pay to improve your ranking in search engine results pages
What type of information can KPIs provide?
A Long term projections
B Financial viability
C Board decisions
D Data that measures performance over a specific time period
25
Get started with content marketing
A content marketing campaign can be described as:
A Creating and posting content ad-hoc when you have the time
B The creation of time-sensitive content that can be published through various channels
C Regularly emailing customers about news of a business’s products or services
D The creation and promotion of online materials with the goal of increasing interest in a product or service
What does the following definition describe? "Dividing up your audience into groups of who they are, and what they like, with a goal of identifying a group most interested in your product/service."
A Audience segmentation
B Marketing channels
C Demographics
D Group dynamics
What is the missing word when describing the purpose of content? "To entertain, to inspire, to _______, and to convince".
A humour
B educate
C please
D surprise
Which of the following describes why approaches to writing need to be adapted for online content?
A Certain platforms have a limit on the word count you can publish
B Online audiences are typically younger, so the language used needs to reflect this
C Online readers only like to engage with long-form pieces of content
D Online readers have reduced attention spans, due to being flooded with information
What are "highlight key dates" and "consider multiple channels" two best practices of?
A Creating a content calendar
B Designing content
C Segmenting the audience
D Identifying channels
Which of the following could you use to track blog traffic?
A Audience profiling software
B SEM Rush
C Analytics tools
D Answer The Public
26
Turn data into insights
Which type of data relates to a metric that can be represented with a number?
A Qualitative
B Holistic
C Quantitative
D Customer
Why is the data cycle useful?
A It helps you make the most of the data collected from marketing activities
B It helps you evaluate your competition
C It provides information about what users like about your website
D It presents collected data in a visually appealing way
Data insights can be described as explaining the ____ of an online marketing campaign.
A "How"
B "Why"
C "When"
D "Who"
Which of the following is a benefit of using spreadsheets?
A Vast quantities of data can be stored, sorted and analysed quickly
B Data can only be accessed when all users are online
C They allow you to gain valuable customer and market insights quickly
D Computers are the only way to collect data and extrapolate results
Which presentation type would be useful in displaying which areas of your website are being clicked on the most?
A Bar chart
B Pie chart
C Table
D Heat map
Final exam
Total number of questions 40
Required to pass : 32 questions (80%)
Take a business online
What's the biggest challenge for most businesses when going online?
A Planning a budget
B Developing a plan
C Optimising a website
D Defining a customer base
Where does the domain name of a website primarily sit?
A In the URL
B In the coding of your header image
C In your navigation menu
D In your logo's hyperlink
Web analytics can tell you many things about your online performance, but what can analytics tools not tell you?
A What your customers are doing on your website
B Where your customers have come from before visiting your website
C Where your customers go after leaving your website
D What your customers are looking for on your website
How can businesses benefit from using analytics on their website?
A It will show you where your audience comes from
B It will list which pages your audience does not like
C It will show where your customers go after they've left your site
D It will show you why your audience visit your site
Websites are hosted on a server and each of these servers has its own unique IP address. What does the 'IP' stand for?
A Internet Position
B Internet Placement
C Internet Privatisation
D Internet Protocol
When planning your website, what is one of the key things you should consider?
A The order your products will appear on the site
B What you want your customers to do on the site
C How customers will interact with the site
D What your customers want to see on the site
When you're building a business website, what purpose does a server have?
A It manages your website
B It hosts your website
C It promotes your website
D It secures your website
When defining a strategy for your business, how can competitor analysis help you establish a USP (or Unique Selling Point)?
A It can enable you to offer discounts that compete directly with your competitors' pricing
B It can identify how your offering is different in comparison to your competitors
C It can give you deeper insight into the market and their approach
D It can reveal which additional regions you could be operating in so that you can grow your business
You notice that when people see images of your products online, you have an increase in conversions or sales. Which customer touchpoint could you use to take advantage of this insight?
· A Shopping bags
· B Blog content
· C YouTube
D Social media
Which are the first steps you should consider when constructing an online business strategy?
A Understand the target audience
B Change your mission statement to match the goals
C Create goals and identify a USP
D Define and segment your audiences
When designing content as part of your content marketing strategy, what does the "Think" stage represent in the "See, Think, Do, Care" framework?
A The consideration phase, when customers start to research potential products to buy
B The finance stage, when customers think about their budgets
C The action stage, the moment when customers commit and purchase your product
D The sharing stage, when customers share images and feedback on your products
Make it easy for people to find a business on the web
Search engines see the content on a website as written code, how can you help search engines identify the images on your website?
A Place them well within your text
B Make them eye-catching
C Put branding on them
D Give them descriptive names
When running a search engine marketing campaign, what goal do you expect to achieve by having conversion tracking on your site?
A To see personal data about the person who bought from you
B To understand what is working and what is not
C To increase your budget to get more traffic
D To advertise internationally more easily
What is the most important thing to consider when optimising a search engine marketing campaign?
A Increasing the bid for the keywords you are targeting
B Increasing the relevance of the keywords, ads, and landing page
C Adding lots of keywords to the campaign to get more traffic
D Continually changing the ad copy
Which of the following is a benefit of Search Engine Marketing (SEM)?
A Reach out to potential customers actively looking for your product or service
B Create different types of ad formats to show to potential customers
C Target people based on their interests and habits
D SEM is a lot cheaper than any other advertising medium
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?
A Choosing what images to put on your website
B Reserving all the social profiles that you will be using for the business
C Finding people who will link back to your website
D Keyword Research
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...
· A Outrank lots of larger, more established companies
· B Find more opportunities
· C See more traffic than short tail keywords
· D Perform better on social media
Google Search Console “Crawl” reports let you monitor...?
· A If potential customers can access your web pages
· B If Google can view your web pages
· C How people interacts with your website
D What information Google records about your site
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?
A Pay people to link back to your site
B Write some great content they will find useful
C Ensure your staff link back to your site
D Link to them first, regardless of whether they have anything interesting on their site
When ranking websites on search engine results pages, which element of a website do search engines value the most?
A How long the content on the page is
B If you mention keywords over 50 times in a short piece of content
C Unique, engaging, relevant content
D Where you are in the world when adding content to your site
When using a search engine, what is the name of a word or phrase somebody types to find something online?
A Search phrase
B Search term
C Search query
D Search word
When using a search engine, what is the name of a word or phrase somebody types to find something online?
A Search phrase
B Search term
C Search query
D Search word
Fill the blank: 'Search engines _________ the internet to discover content.'
A index
B crawl
C investigate
D rank
What’s the first step in the search engine optimisation process for your website?
A Off-site optimisation
B Keyword research
C Writing fresh content
D Setting an ad budget
What are three key considerations when evaluating keywords for search engine optimisation?
A Competition, cohesiveness, relevance
B Frequency, competition, relevance
C Relevance, cohesiveness, execution
D Frequency, execution, relevance
When optimising a website for search, what impact do meta and title tags have on the search engine?
A They are hidden messages that have no bearing on search engines
B They are the on-page content that appears on your homepage, telling search engines what you do
C They are automatically generated and help websites rank within search engines
D They are embedded messages that help the search engine determine what’s on the page
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?
A The quantity of links is important, not the quality
B The quality of links is important, not the quantity
C Links hidden within code on sites improves your SEO performance
D Links hidden within images on sites improves your SEO performance
Which of the following will be achieved by including an offer in a Search Engine Marketing (SEM) ad?
A It will help the ad stand out and encourage people to click it
B It will guarantee the ad appears at the top of the search results
C It will increase the amount of users across your entire website
D It can increase the quality score of your ad
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.
A relevance
B conversion
C clicks
D importance
What can you achieve if you divide your search engine marketing account into relevant campaigns and ad groups?
A Drive more traffic to your website
B Target more people in different areas of the world
C Ensure people see relevant ads that relate to their search query
D Stop using negative keywords
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.
A prevent
B secure
C increase the chance of
D decrease the chance of
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?
A Alongside them
B Below them
C On the next page after them
D Above them
When fine-tuning paid search ads, you change a broad-match keyword to a phrase-match keyword using which symbol?
A Quotation marks
B Apostrophes
C Italics
D Square brackets
If you want to track a completed order in your website, what would be a proper place to add the conversion tracking code?
A Website's homepage
B Order confirmation page
C Order form page
D Contact us page
A lot of factors can affect how well a website will rank on search engines. What role does metadata have in this process?
· A Helps your website stand out from the competition
· B Allows you to input lots of keywords so that you appear for all of them
· C Provides search engines with more consistent and clear information about what's on the website
· D Allows you to place sales promotion offers within the search results
When advertising using Search Engine Marketing (SEM), you only pay...
· A when your ad appears within the search results
· B when a conversion happens on your website
· C when your ad is clicked by someone
· D when someone stays on your website for more than 2 minutes
Which search query would trigger an ad based on this keyword: [London portrait photographer]?
· A Portrait photographer London
· B London photographer
· C London portrait photographer
· D Photographers in London
Reach more people locally, on social media, or on mobile
When trying to promote your business locally, what three key bits of information should be present in your directory listing?
A Business name, address, phone number
B Personal name, business name, postcode
C Name, PO box, freephone number
D Business name, CEO, company registration number
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?
A Site speed and usability
B Keywords and metadata
C Image size and navigation
D Site speed and visual appearance
What type of tool can be used to monitor and evaluate your social media audience's actions on your website?
A Content scheduling tools
B Audience profiling tools
C Social media analytic tools
D Website analytic tools
There are lots of social media platforms out there, but what is a benefit of using smaller, more niche social media platforms for your business?
A People on niche platforms are more likely to engage with you
B Your content will be put in front of specific audiences
C Your content will be seen by a mix of different people, gaining more views and likes
D It enhances your brand to be seen on more specific social media platforms
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.
A prioritise
B highlight
C hide
D promote
Fill in the blank: When search engines use factors like geolocation, IP address and location based search terms to produce geographically tailored results, this is called _____________.
A Local Search
B Geo search
C Mobile search
D Organic search
Local directories are a great tool for getting noticed locally online. What would be the first step in using a directory?
· A Research competitors
· B Create a listing
· C Create an ad
· D Post a link
What are the benefits of using social media when looking to advertise your business locally?
· A People trust local businesses on social media
· B You can target ads to a specific local audience
· C You can make video ads promoting the area
· D People use social media more than they use search engines
Which of the following is a core benefit that content marketing can bring to a business's online presence?
· A It can improve sales by directing more traffic to your website
· B It can enable a business to create a bank of content, which can be reused to create ads
· C It helps a company identify its biggest competitors
· D It provides you with another channel to push sales and promotional messages to customers on a regular basis
When looking to get noticed locally online, what information should you ensure is on your website as a minimum?
A Your social media links
B An interactive map
C Your physical location details
D Business registration number
When looking to promote your products and services locally, what are the benefits of using search engine ads?
A Everyone uses search engines
B You can target ads to a specific geographic area
C You can target ads to specific genders
D Search ads are cheaper than display adverts
Which of the following would be described as a good business goal to set for your social media campaigns?
A Increase staff morale
B Increase audience engagement
C Increase customer satisfaction
D Increase overall profit
"Because online attention spans are shorter, a great hook or opening sentence is important to draw people in." What is this a best practice example of?
A Writing engaging online copy
B Keeping the target audience in mind
C Understanding the user journey
D Being consistent in your approach to copy
When designing mobile advertising campaigns, what is a best practice to identify which keywords to target?
A Ask your audience what they search for when looking for similar products
B Use the Google Keyword research tool or Bing Keyword research tool
C Use a tool to harvest the keywords your competitors are using
D Use all the usual keywords from your website in your advertising account
When building a website for a business, what type of design should it have in order to be "mobile friendly"?
A A scaled design
B A visual design
C A responsive design
D An integrated design
Building a plan will help you to focus your efforts when using social media. What should you consider when making your social media plan?
A Your audience's data
B Your audience's interests
C You audience's available income
D Your audience's offline behaviour
Why is social media a great tool for your business to build trust and engagement with your audience?
A You can share offers and discounts exclusively to your following
B You can share blogs from other businesses to cover more than what you do
C You can share honest reviews about your product or service
D You can connect with customers at any time of the day
When it comes to knowing which social media platforms to focus your efforts on, how can you work out which one will work best for you?
A Compare follower numbers across platforms
B Use online analytics tools to measure engagement
C See what competitor businesses are using
D Ask friends and family which platforms they use
When it comes to mobile, how would you define usability?
A The visitor's time navigating your site
B The visitor's experience on your site
C The visitor's general time on your site
D The vistior's purpose when on your site
When looking to advertise your business to mobile users, social media advertising can be really effective because...
A it allows you to target people who have ad blockers enabled
B it can be seen by people who aren't logged into their accounts
C it allows you to target people based on their likes and interests
D it doesn't cost too much to spread your ads far
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?
A Personalising content to make each customer feel important, taking into account available data about each individual customer.
B Reducing the number of channels used for content marketing to only those channels with the highest referral numbers, thus saving money
C Identifying audiences who view their content, and ensuring those specific audiences get targeted in the future, with the aim of increasing sales
D Refining their content marketing strategy as they go, taking into account available data and metrics
Reach more customers with advertising
When looking at your email marketing metrics, Click Through Rate (or CTR) highlights which of the following insights?
A % of people that made a purchase after receiving the email
B % of people that opened the email out of the total recipients
C % of people who clicked on a link in the email out of the total recipients
D % of people who were sent the email against the total number of conversions made
Which of the following factors can impact the open rate of your email campaigns?
A The amount of links contained in the email
B The number of images in your email
C The opportunity for customers to opt-out
D The subject line of the email
How can you attract social media users to share your video content online?
· A Tag them in posts
· B Use hashtags
· C Make them funny
· D Use subtitles
Which of the following is a benefit of search advertising over display advertising?
A Search ads are more likely to be clicked on
B Search advertising is cheaper than display advertising
C Search advertising allows ads to be created in multiple formats
D Search advertising is shown to customers who are searching for your specific terms
Why is it important that you set goals when planning your display ad campaigns?
A To help determine the best way to collate customer data
B To help determine the performance and allow for optimisation
C To help determine where your budget will be spent
D To help determine the performance of your competition
If the analytics for your video campaign shows people are only watching the first few seconds of your video, what can you do to try and amend this?
A Change the colours to be more eye-catching
B Change how much your branding is shown in the video
C Update the description to tell people more about the video
D Delete the video and try again with edited content
How can your business benefit from video without making one yourself?
A Advertising on other people's videos
B Commenting on other people's videos
C Sharing other people's videos
D Interacting with other people's videos
When using display advertising, what could you include in an ad to achieve the goal of driving more sales?
A Promotions and special offers
B Personalised messages
C Location specific information
D Product shots and detailed information
Which of the following is a benefit of display advertising over search advertising?
A Display advertising is cheaper than search advertising
B Appearing on relevant websites offering advertising space
C Ads can appear at the top of search engine results pages
D Display ads are more likely to be clicked on
When planning your display advertising, what does the word 'placement' mean?
A The exact location of your ad on a particular page of a website
B The size and position of your ad
C The exact location of your ad on search engine results pages
D The position of text within your ad
Which form of targeting would you use to display ads to people who have previously visited your website?
A Search advertising
B Reacquiring
C Readvertising
D Retargeting
Fill the blank: In the world of display advertising, remarketing is a way to _________.
A pay less per click than standard SEM ads
B show ads to people before they visit your website
C show ads to people after they visit your website
D display a pop up on your website when people visit it
When creating video marketing content on a budget, what is the first thing you should consider doing?
A Shooting as much as you can and culling it later
B Finding editing software
C Finding equipment to use
D Planning your content
What can you do to help your videos appear in search results?
A Make the content really interesting
B Give detailed descriptions of its content
C Clearly brand your videos
D Include calls to action within the videos
Track and measure web traffic
When using analytics programmes on your website, which of these do not fall under the category of a metric?
A Browser users use to access your site
B Unique visitors to your site
C Time users spend on your site
D Number of pages viewed per visit
When using analytics on your website, what do we mean by the term 'conversion'?
A The act of a user coming from a certain geographical location
B The act of a user spending a certain amount of time on the site
C The act of a user meeting a specific metric
D The act of a user completing a goal
How is a spreadsheet defined?
· A An interactive computer application for the organisation, analysis and storage of data
· B A static collection of related data tables that can be queried to locate specific fields
· C A tool for storing large amounts of numerical data, but not text-based data
· D A digital balance sheet to keep track of financial transactions
When using web-based analytics tools, by segmenting the data you will be able to achieve which of the following?
A Bid higher within your SEM advertising account
B Find insights that can help you identify where to make improvements
C Build better social media profiles
D Run advertising in other countries around the world
What is the benefit of using digital data?
A It can help you make informed decisions and improve online performance
B Digital data is always 100% accurate
C Digital data allows you to save money on offline analytics
D Using digital data allows you to automatically reach more customers
When it comes to web analytics, what insights can you gather using analytics tools?
A What websites users visit after leaving your website
B How you currently rank in search engines
C How people interact with your website
D How people interact with your competitors' websites
When using analytics programmes on your website, which of these do not fall under the category of a dimension?
A The device users access the site with
B The time a user spends on the site
C The browser a user uses to visit the site
D The geographical location of the user
What do website analytics allow you to do?
A Set up advertising accounts to drive continuous improvement
B Understand users behaviour and improve the effectiveness of your digital marketing efforts
C Interact with customers on your website to increase conversion
D Predict your users next move based on previous data
In the world of analytics, the time the user spent on your site is considered which type of data?
A Conversion
B Clocking
C Metric
D Dimension
In the world of analytics, tracking the type of device the user accessed your site by is considered which type of data?
A Conversion
B Dimension
C Access
D Metric
How do you handle data in analytics to gain greater insights into our audience's behaviour?
A Partition
B Sample
C Segment
D Extract
Fill the blank: When you link Google Adwords with Google Analytics you are able to understand which ________ are driving performance.
A Organic keywords
B Social media ads
C Paid keywords
D Directories
When creating a presentation based on lots of data, what principle should you bear in mind?
A Show all the information available, to give your audience as much context as possible
B Tailor your approach to your audience in order to tell a better story
C Stick to visual graphics only, as everyone will prefer this presentation format over tables and text
D Present all information in the same way because everyone interprets things similarly
Why should you avoid focusing on collecting as much data as possible?
A Vast quantities of data will take a long time to process
B Large amounts of data are harder to store online
C The right information, at the right time, is more valuable
D Spreadsheets have a limit on the amount of information they can store
Sell products or services online
When building your online product store, to make it as effective as possible you should look to optimise the performance by using images in what kind of way?
A Use images direct from the internet to ensure accurate file size
B Use images direct from the original manufacturer
C Ensure images are of a high quality
D Use detailed descriptions instead of images to help search engines
Which of these is not a benefit for businesses using fully integrated e-commerce platforms?
A Stock control
B Integrated invoicing
C The ability to track shipping
D Automated complaints process system
When trying to increase the product sales on your website, one way to achieve this is to_________?
A send multiple follow up emails once a purchase has been made
B show them remarketing ads with a variety of products
C provide the customer with relevant suggested purchases
D include a pop up on your website that they have to action before continuing
Fill in the blank: When you are considering the layout of the product pages, it is important to put them in ________ order?
A price
B hierarchical
C a constantly changing
D alphabetical
When looking to introduce e-commerce functions to your website, which of the following would be the best first step?
A Build an online store with an integrated payment system
B Set up a web-based money transfer software like PayPal
C Invest in a new website platform
D Use other platforms such as eBay or Etsy
If a user abandons their shopping cart without making a purchase, one way to bring them back to complete the purchase is?
A SEM advertising
B Social advertising
C Retargeting
D Email campaigns
Analytics can help optimise your website for which of the following?
A For different devices, navigation & search
B For different devices & social media profiles
C For email templates & social media profiles
D For navigation, search & video campaigns
Take a business global
Fill in the blank: When considering expanding a business internationally, the best place to start is to__________?
A use online tools to help you understand where there’s a strong demand for your products
B move the whole business to that country
C replicate your current business in as many countries as possible
D buy new domains for the country
Fill the blanks: When advertising internationally, you should make your business ______ to the new market, consider the ___________ and any possible ___________ implications.
A accessible | supply chain | legal
B affordable | supply chain | language
C exciting | customers needs | currency
D affordable | customer needs | legal
When looking to expand your business internationally on social media, what should you do first?
A Treat all social media channels the same
B Use popular phrases and memes for that area
C Analyse platforms popular in that area
D Not advertise at all, as other countries don't like social advertising
If you are looking to expand your company's presence online internationally, which of the following should you consider with regards to your online content?
A Translated by an automated tool only
B Translated but also locally adapted for the audience
C Translated into the native language
D Left the same, and not translated
