Quiz: How Much Do You Actually Know About Digital Marketing?

Students, test your knowledge about the following digital marketing fundamentals:

Digital Marketing Foundations
Web Design
Analytics
SEO
Paid Adversitising
Email Marketing
Social Media
Online Reputation Management
Mobile Marketing
Digital Strategy

- 1. What enables a website to recognize a computer as a return visitor (as opposed to a first-time visitor)?*
  - the IP address
  - the computer configuration
  - a cookie
  - the computer’s physical location
- 2. The “upper fold” is*
  - the portion of a webpage that is visible without scrolling down
  - another name for the navigation menu at the top of a webpage
  - usually the same for mobile devices and desktop computers
  - the area on a retail site that shows the top sellers
- 3. The most reliable way to measure advertising effectiveness is to*
  - use Google’s data-driven attribution tool
  - stop advertising altogether
  - use linear attribution
  - conduct a carefully-controlled experiment
- 4. For a search engine, “relevance” refers to*
  - how many pages on the website link to one another
  - whether a website has been visited by the searcher before
  - the traffic level of the website
  - the extent to which a webpage’s content matches the searcher’s query
- 5. A major advantage of creating content specifically with the goal of ranking well for a popular search phrase is that*
  - the content is not likely to have any competition
  - a high conversion rate is almost guaranteed from search engine traffic
  - earning high organic rankings typically happens instantaneously
  - the content will have built-in distribution
- 6. Which of the following is NOT used when calculating an ad’s Quality Score?*
  - Landing page experience
  - Organic search ranking
  - Ad relevance
  - Expected CTR
- 7. Dynamic remarketing ads*
  - use dynamic animation
  - use different ad content across targets
  - are the best starting place for a digital marketer
  - are universally more effective than other remarketing ads
- 8. Creating a post with a discount for a product is an example of providing*
  - social value
  - identity value
  - utilitarian value
  - entertainment value
- 9. On Facebook, custom audiences allows advertisers to*
  - customize the ad content to match each user’s interests
  - upload email addresses of current customers and target users with similar characteristics
  - use demographics in combination with interests to customize their audience targeting
  - create target audiences from the typical targeting methods and then save these audiences as a custom audience
- 10. Which of the following is NOT an example of reputation management?*
  - A company uses Google Alerts to monitor web mentions of its company and its top executives
  - A company uses its customer service team to respond to negative comments about the company online
  - A company hires a public relations firm to attract news stories about the company so that its homepage ranks better on search results
  - A company hires a public relations firm to attract news stories about the company so that searches on the company’s name will bring up links to the positive news stories instead of negative links
- 11. I do a search for “restaurants near me” and I see an ad for a local Thai restaurant only if I am within 400 meters of the restaurant’s location. This location-based ad strategy is called*
  - locavore targeting
  - temporal training
  - hyper-targeting
  - geo-fencing
- 12. A company has focused all its efforts on demand harvesting for a long while. It should now shift its efforts to include ________.*
  - paid search
  - loyalty building
  - more demand harvesting
  - demand generation
- 13. If an email marketer has a good email list and lots of information about the users on this list, marketing automation would be useful for*
  - revamping the segmentation system
  - automatically creating new content for emails
  - creating new onboarding email copy
  - targeting emails to the right users based on their ongoing behavior

Instructors, access the answers here

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