GOOGLE - FUNDAMENTAL OF DIGITAL MARKETING

Answers

Fundamentals Of Digital Marketing: Module 1/26

The Online Opportunity

 Question 1

 The Increased Use of The Internet Presents A Lot Of Potential For Which Types Of Businesses?

Answer: All Businesses

 Question 2

 Taking A Business Online Can Involve Many Different Steps. When Starting Out, Which Activity Could Be A Part Of This Process?

Answer: Creating A Business Listing In Online Local Directories

Question 3

Which Of The Following Is The Easiest Way For Visitors To Learn About A Business While Visiting A Website?

Answer: Browsing Your Product Pages And Reviewing The Frequently Asked Questions Page

Question 4

What Is A Key Benefit Of Having An Online Presence For A Business?

Answer:  Being Visible When People Search For A Business Like Yours

Fundamentals Of Digital Marketing: Module 2/26

Your First Steps In Online Success

Question 1

Which Tool Helps You Measure The Success Of Your Website?

Answer: Analytics

Question 2

 Which Of The Following Statements Is True When It Comes To Taking A Business Online?

 Answer: Use Analytics To Make Informed Decisions

Question 3

 Which Term Best Describes The Business Activity That Occurs When Website Visitors Buy Products Or Services From You Online?

Answer: E-commerce

Question 4

Which Of The Following Statements Is True When Marketing Your Business Online?

Answer: Social Media Is A Great Way To Engage Your Audience

Fundamentals Of Digital Marketing: Module 3/26

Build Your Web Presence

Question 1

Which Of The Following Statements Is True When It Comes To Developing A Web Presence For A Business?

Answer: Mobile Apps Enable Your Customers To Purchase Your Products Without Being On Your Website

Question 2

What Is A Web Server?

Answer: A Computer Connected To The Internet With Software That Allows It To Host All The Components Of Your Website

Question 3

Fill In The Blank: A __________ Is A Shortcut To Other Pages On Your Site Or Elsewhere On The Web.

Answer: Hyperlink

Question 4

Which Of The Following Is Something You'll Probably Want To Exclude From Your Website?

Answer: A Lot Of Deep Scientific Information And Detailed Statistics

Question 5

Which Of The Following Is An Example Of A 'call To Action' On A Website?

Answer: A ‘get Directions To Our Store’ Button Which When Clicked, Redirects To A Map Displaying Directions To The Store Based On The Customer’s Current Address

Question 6

What Should You Consider When Developing Your Website Content?

Answer: What Your Customers Are Looking For

Fundamentals Of Digital Marketing: Module 4/26
Plan Your Online Business Strategy

Question 1

What Is The First Step In Creating An Online Business Strategy?

Answer: Identifying Business Goals

Question 2

What Is The Purpose Of The 'see, Think, Do, Care' Framework?

Answer: To Help A Business Understand The Customer Journey Online

Question 3

Why Is Optimizing Customer Touchpoints Online Beneficial For Businesses?

Answer: It Provides Customers With Value Every Time They Come Into Contact With A Brand, Helping Build Trust

Question 4

Once You've Worked Out Your Unique Selling Point (USP), How Would You Use It In A Long-term Online Strategy?

Answer: Incorporate It Within Marketing Materials Across All Channels To Help Raise Customer Awareness

Question 5

What Type Of Information Can KPIs Provide?

Answer: Long-term Projections

Fundamentals Of Digital Marketing: Module 5/26
Get Started with Search

Question 1

 Why Are Search Engines A Great Place For A Business To Be Found?

Answer: People Who Search Are Actively Looking For Information, Products Or Services

Question 2

What Technology Do Search Engines Use To 'crawl' Websites?

Answer: Bots

Question 3

Which Of The Following Can Help A Search Engine Understand What Your Page Is About?

Answer: The Title Tag

Question 4

Fill in The Blank: Spending Money On Search Advertising Influences How Your Website Appears In ___________.

Answer: The Search Results Page

Question 5

Which Of These Is An Important Factor In The Paid Search Auction System?

Answer: How Relevant Your Ads Are

Question 6

Which Of These Can Google Search Console Help You To Do?

Answer: It Helps You Understand Which Keywords People Are Searching For On Google

Fundamentals Of Digital Marketing: Module 6/26

Get Discovered With Search

Question 1

Which Of The Following Factors Should You Consider When Optimising Your Website For Search Engines?

Answer: Site Popularity

Question 2

 What Should Be The First Step Of A Structured Seo Plan?

Answer: Keyword research

Question 3

When it comes to search ads, which of the following could dictate how an ad will perform against a competitor?

Answer:  bid value

Question 4

Fill in the blank: Short strings of specific keywords with low search volume are called ___________.

Answer: Long-tail keywords

Question 5

Which of the following would be an ideal goal for an SEO plan?

Answer:  Increasing how many relevant people visit your website

FUNDAMENTALS OF DIGITAL MARKETING: MODULE 7/26

Make search work for you

Question 1

Which of the following page titles would be most suitable for a website page describing a store's return policy?

Answer: [Company Name’s] Return Policy

Question 2

Which of the following is a good way to get other websites to link to your site?

Answer: Building relationships with similar sites

Question 3

When expanding a business internationally, which of the following is most important to provide on your website?

Answer:  Products and delivery details in the correct currency

FUNDAMENTALS OF DIGITAL MARKETING: MODULE 8/26

Be noticed with search ads

Question 1

Search engine marketing can also be called what?Pay-per-click advertising

Question 2

In an SEM auction, your Quality Score is based on which aspect of your ad?

Answer: Relevance

Fill in the blank: It's possible to determine how well a/an ___________ will perform without bidding on it.

Answer: Keyword

Question 4

What should your search ad have in order to promote more clicks?

Answer: A call to action

FUNDAMENTALS OF DIGITAL MARKETING: MODULE 9/26

Improve your search campaigns

Question 1

Which of the following is a benefit of using relevant ads and landing pages?

Answer: Higher ad positions on the search results page

Question 2

When it comes to search ads, which description best describes 'negative keywords'?

Answer: Keywords that are excluded from a campaign

Question 3

Fill in the blank: If you use __________ keywords when building your search ads, minor variations, like plurals, can still trigger the ad.

Answer: Exact Match

Question 4

What can conversion tracking in search help you measure?

Answer: How many people visiting your site from a search ad end up completing a purchase

FUNDAMENTALS OF DIGITAL MARKETING: MODULE 10/26

Get noticed locally

Question 1

How can you improve a business's visibility to people located near you geographically?

Answer: Make sure your phone number, address and business hours are easy to find

Question 2

Which of the following is an example of a local search?

Answer: "bike shop near me"

Question 3

Which of the following is a benefit of registering your business in online local listings?

Answer: Increased likelihood of being discovered through search engines

Question 4

Which three pieces of information are essential to include first in your local directory listing?

Answer: Business name, business address, telephone numbers

FUNDAMENTALS OF DIGITAL MARKETING: MODULE 11/26

Help people nearby find you online

Question 1

Which of the following factors help search engines determine if your business is local?

Answer:  Location details on the website, quality content and how mobile friendly the website is

Question 2

When looking to attract a local audience, why it is important to optimise your website and content for mobile users?

Answer: Because local users tend to use their mobile devices when they’re out of the house

Question 3

Which of the following can help you gain visibility in search engines?

Answer:  Adding relevant content that highlights the location of your business

FUNDAMENTALS OF DIGITAL MARKETING: MODULE 12/26

Get noticed with social media

Question 1

Which of the following can businesses achieve by using social media?

Answer: Attract new audiences

Question 2

Fill in the blank: Businesses should focus on social media platforms with _______.

Answer: A relevant audience

Question 3

Which of the following is an example of a social media goal?

Answer: Drive more traffic to your store

Question 4

Which details should you look to include on a business profile page on social media?

FUNDAMENTALS OF DIGITAL MARKETING: MODULE 13/26

Deep dive into social media

Question 1

A robust social media plan includes which of the following?

Answer: A long-term schedule identifying when to post content

Question 2

What is the best way to put your social content in front of people who don't already follow you?

Answer: Use paid promotion to reach new audiences

Question 3

What can social media analytics tools help you measure when assessing campaign results?

Answer: Whether the visitor clicked on a paid ad or organic listing

Question 4

Which of the following is a pitfall when using social media for business?

Answer: Not having the resources to respond to comments and questions in a timely manner

FUNDAMENTALS OF DIGITAL MARKETING: MODULE 14/26

Discover the possibilities of mobile

Question 1

When looking to ensure your website is easily accessible by mobile users, what should you focus on doing first?
Answer:  Optimise your site 

Question 2

What does responsive design mean?

Answer:  Your website will adapt to suit whichever device it is being viewed on

Question 3

When it comes to optimising your website's SEO for mobile users, which of the following is a crucial factor to keep in mind?

Answer:  Performance and usability

Question 4
What can a business use to send messages to users who have already downloaded their app?
Answer : Push Notification

FUNDAMENTALS OF DIGITAL MARKETING: MODULE 15/26

Make mobile work for you

Question 1

When considering how mobile users will search for your business, which types of keywords should you focus on?

Shorter keywords and phrases

Question 2

Before running search ads, you should make sure your site is mobile-friendly. Which scenario best describes a mobile-friendly experience for a customer?

Answer:  The site works on different mobile devices

Question 3

Which of the following can be used to target an audience when using some social media ads?

Answer:  People’s relationship status

Question 4

When making video content for your display ads, what is most important to ensure?

Videos are relevant, short and include a CTA

FUNDAMENTALS OF DIGITAL MARKETING: MODULE 16/26

Get started with content marketing

Question 1

Which of the following is an accurate definition of what a content marketing campaign involves?

The creation and promotion of online materials with the goal of increasing interest in a product or service

Question 2

What does the following definition describe? 'The division of an audience into groups of who they are and what they like, with a goal of identifying a group most interested in your product/service.'

Answer:  Audience segmentation

Question 3

Fill in the blank: When describing the purpose of content, what is missing? 'To entertain, to inspire, to _______ and to convince'.

Answer:  Educate

Question 4

Which of the following best describes why approaches to writing need to be adapted for online content?

Answer:  Online readers have a reduced attention span, due to being flooded with information

Question 5

What are 'highlighting key dates' and 'considering multiple channels' best practices of?

Answer:  Creating a content calendar

Question 6

Which of the following metrics could help you understand which blog post is resonating the most with your audience?

Answer:  Session duration

FUNDAMENTALS OF DIGITAL MARKETING: MODULE 17/26

Connect through email

Question 1

Which of the following will you need to start an email marketing programme?

Answer:  A way to collect people’s email addresses

Question 2

Which of the following is a common feature of email marketing platforms?

Answer:  A feature allowing users to unsubscribe from your emails

Question 3

Which of these is a good practice to keep in mind when sending emails to your contacts?

Answer:  Run an A/B test on your subject line to determine which one works best

Question 4

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

Adjust the subject line of your email

Question 5

Which of the following statements is true when it comes to running email campaigns for a business?

Answer:  There’s no need to use sponsored ads within your email marketing

FUNDAMENTALS OF DIGITAL MARKETING: MODULE 18/26

Advertise on other websites

Question 1

If you own a film blog, which type of customer can you expect to reach with display advertising?Answer: People who haven't read your blog before but are interested in your subject

Question 2

Fill in the blank: The ads on search engines are usually made up of ________.

Answer: Text

Question 3

When using search engine marketing, where can your ads appear?

Answer: Only on search engines

Question 4

When setting up display advertising campaigns, who can you target?

Answer:  People who speak different languages

FUNDAMENTALS OF DIGITAL MARKETING: MODULE 19/26

Deep dive into display advertising

Question 1

In what way can display advertising be effective?

Answer: It drives traffic to your website

Question 2

Which of the following is an example of the type of data that advertising networks automatically collect and share with businesses?

Answer: 

The cost of each ad you publish

Question 3

Which of the following is true when purchasing ad placements on an advertising network?

Answer: The network provides data on the click-through-rate

Question 4

If a person adds a product to a shopping cart but then leaves the website – which of the following tactics is most likely to encourage that person to return and purchase the product?

Answer: Retargeting with a display ad that has a discount coupon

Question 5

What is the first step of display retargeting?

Answer: Defining your audience

FUNDAMENTALS OF DIGITAL MARKETING: MODULE 20/26

Make the most of video

Question 1

When incorporating videos into a digital strategy, which of the following tactics provides value to customers?

Answer: Publishing a how-to video on their website

Question 2

What can using video as part of your online presence help you create?

Answer: A channel to engage with customers

Question 3

Fill in the blank: As a small business, creating videos to showcase your business or product requires only ______.

Answer: Creativity, planning and any budget

Question 4

Using videos in email marketing and social media is an effective way to do what?

Answer: Engage and grow your audience 

Question 5

How can you take advantage of video for your product/services without actually making a video?

Answer: Advertise on other people's videos Question 6

When looking at your video analytics, you discover people are only watching the first few seconds of your video. What should you do?

Answer: Consider updating your preview images, titles or description.

Found any mistakes/unanswered questions? Please help us to improve by letting us know in the comment section.

FUNDAMENTALS OF DIGITAL MARKETING: MODULE 21/26

Get started with analytics

Question 1

Fill in the blank: Website analytics can tell you _____________.

Answer: What time of day your website gets the most traffic

Question 2

Analytics can give you immediate valuable information about which type of customers?

Answer: Previous and current customers

Question 3

If your key business goal is to get people to book rooms at your guesthouse, what data are you most likely to be interested in?

Answer: How many people visiting your site book a room with you

FUNDAMENTALS OF DIGITAL MARKETING: MODULE 22/26

Find success with analytics

Question 1

Most web analytics tools can tell you what information about the user?

Answer: Their location, type of device they're using and pages visited Question 2

Fill in the blank: If an ad is not performing well, one effective tactic is to _____________.

Answer: Tweak the ad's copy and analyse the results

Question 3

Which section of Google Analytics can tell you whether visitors have found your website via social media?

Answer: Acquisition

FUNDAMENTALS OF DIGITAL MARKETING: MODULE 23/26

Turn data into insights

Question 1

Which type of data relates to a metric that can be represented with a number?

Answer:Quantitative Question 2

What makes the data cycle useful?

Answer: It helps you make the most of the data collected from marketing activities Question 3

Fill in the blank: Actionable insights can be described as explaining the ______ of an online marketing campaign.

Answer: 'Why'

Question 4

Which of the following is a benefit of using spreadsheets?

Answer: Vast quantities of data can be stored, sorted and analysed quickly

Question 5:

 If you needed to showcase which parts of a website are being clicked on the most, which presentation type should you consider?

Heat map

FUNDAMENTALS OF DIGITAL MARKETING: MODULE 24/26

Build your online shop

Question 1

What would be beneficial to include on a product description page?

Answer: Reviews of the product

Question 2

Which of the following is an advantage of e-commerce?

Answer: Low operational costs

Question 3

To an owner or administrator, what is a functional benefit of having an online store?

Answer: It provides a backend system with order management

Question 4

What is the name of the process that describes what happens when a customer is taken to a separate site to complete a transaction before being sent back to the original site again?

Answer: Third-party payment processing

FUNDAMENTALS OF DIGITAL MARKETING: MODULE 25/26

Sell more online

Question 1

Which of the following is a sign that customers are having trouble using a particular device to make purchases?

Answer: Analytics shows you have a lot of mobile visitors, but very few purchases through mobile

Question 2

What is an example of product merchandising?

Answer: Displaying very specific, featured products on your home page

Question 3

Which of the following statements is true when describing how retargeting ads work

Answer: Once a user visits your site, the code drops an anonymous browser cookie

FUNDAMENTALS OF DIGITAL MARKETING: MODULE 26/26

Expand internationally

Question 1

What is the best way to translate the content on your website for a new market?

Answer: Native speakers

Question 2

Before starting to promote products to other countries online, what could you use to gauge demand for your product in that specific market?

Answer: Keyword planning tools

Question 3

When adapting your website for customers who speak a different language, what should you do?

Answer: Translate your content with consideration to particular words and phrases

Question 4

Which of the following is primarily meant to target new customers online?

Answer: Search advertising

Question 5

What should a business do first, when considering going into a new market?

Answer: Determine its ability to deliver products and review all tax and legal information

Question 6

When selling to people in different countries, what payment form should you consider using if you aren't already?

Answer: Paypal or Worldpay

Question 7

Which of the following options is important to research when planning to expand delivery of products and services to customers across the globe?

Answer: The legal and tax considerations in that market