Wednesday, August 5, 2020

Google digital marketing

Google Digital Garage Final Exam

Answers 2020

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

Planning a budget
Developing a plan
Optimising a website
Defining a customer base

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

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

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

Numbers and letters
Numbers
Letters
Letters and symbols

Akshay Kumar Singh

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

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

5. 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?

Shopping bags
Blog content
YouTube
Social media

6. How can businesses benefit from using analytics on their website?

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

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

Internet Position
Internet Placement
Internet Privatisation
Internet Protocol

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

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

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

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

Akshay Kumar Singh

10. Where does the domain name of a website primarily sit?

In the URL
In the coding of your header image
In your navigation menu
In your logo’s hyperlink

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

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

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

Technology
Cost
Scope
How long you’ve been in business

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

It manages your website
It hosts your website
It promotes your website
It secures your website

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

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

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

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

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

Listing
Crawling
Indexing
Ranking

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

Search phrase
Search term
Search query
Search word

18. 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…

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

19. 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?

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

20. 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?

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

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

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

22. 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.

relevance
conversion
clicks
importance

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

Quotation marks
Apostrophes
Italics
Square brackets

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

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

25. Search engines see the content on a website as written code. How can you help search engines identify the images on your website?

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

26. 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?

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

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

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 automatically generated and help websites rank within search engines
They are embedded messages that help the search engine determine what’s on the page

28. 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?

Alongside them
Below them
On the next page after them
Above them

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

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

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

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

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

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

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

Off-site optimisation
Keyword research
Writing fresh content
Setting an ad budget

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

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

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

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

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

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

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

Website’s homepage
Order confirmation page
Order form page
Contact us page

37. 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.