The Fundamentals of Digital Marketing | Google Digital Garage Examination | 26 Modules - Questions Answers | Free Google Certification Course
Fundamentals of digital marketing
An online course from Google, the fundamentals of digital marketing is accredited by The Open University and Interactive Advertising Bureau Europe. It includes 26 modules, all designed by Google trainers, with practical exercises and real-world examples that help you turn your knowledge into action. Learn how digital marketing works so your business or career can thrive.
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1.
Introduction to the Google Digital Garage
The online opportunity
Doing business online brings lots of
fantastic opportunities – it can really help your company in new and exciting
ways. Once your business is online, what opportunities can you take advantage
of?
Finding
lots of new customers – everyone’s online these days
Selling
your products or services straight from your website or app
Delivering
targeted advertising to customers
Saving money on your heating bills
Learning
more about what your customers love
Using
analytics to power your online sales
2.
Your digital opportunity
Karl, a 50-year-old mechanic, runs the
local garage in a small town and is considering taking his business online. How
could going digital benefit his business?
He’d
be more visible to customers
He
can target ads at local customers
It’s
easier to communicate with customers
More
insights into customers’ online behaviour
Less need for customer conversations
He can modernise his company logo
Fundamentals of Digital Marketing Module 1
Quiz Answers
1. The increased use of the Internet
presents a lot of potential for which types of businesses?
All
businesses
Small business owners
International businesses
Local businesses
2. Taking a business online can involve
many different steps. When starting out, which activity could be a part of this
process?
Sending flyers with your web address to
customers
Creating
a business listing in online local directories
Increasing print and billboard advertising
Building a team of digital advertising
experts
3. Which of the following is the easiest
way for visitors to learn about a business while visiting a website?
Getting a free ‘taster’ of one of your
products when they sign up to receive emails
Listening to an audio file that auto
plays whenever someone visits your site
Browsing
your product pages and reviewing the Frequently Asked Questions page
Reading the terms and conditions for
your products on your site
4. What is a key benefit of having an
online presence for a business?
The ability to sell products directly to
customers through social media
Being
visible when people search for a business like yours
Sending users emails to update them on
new products
Being able to offer new customers
promotional discounts
Digital Marketing Module 2 Check Your
Knowledge Answers
Your
first steps in online success
1.
Your Online Goals
Hamish is a successful hairdresser. He’s
decided to grow his business by opening another salon. Hamish doesn’t have an
online presence yet, but thinks this might help. Which of his business goals
could being online help him achieve?
Advertise
extended opening hours
Attract
new customers
Gather
customer feedback
Source new hair colouring products
2.
Building Your Online Presence
Hamish has created a website with an
online booking system for his salon appointments. He wants to engage more with
his customers and came up a list of goals. Help Hamish to match each task with
the online tool you think he should use to achieve his goal.
Gather customer feedback – Email Survey
Tell customers about the extended
opening hours – Social Media Page
Show customers Hamish’s latest hair
looks – An online gallery
Help local customers find the new salon
– A map
3.
Marketing Your Online Presence
Hamish’s website isn’t getting as many
visitors as he’d like. He’s heard that search engine marketing (SEM) can help,
but isn’t sure how it works. Can you explain what SEM enables you to do?
Tag keywords within your website content
Optimise your website’s design
Buy
ad space on a search results page
Bid
for keywords to display your content in search engines
4.
Analyse and adapt
Despite his digital presence, the number
of hits on Hamish’s website is still low. He’d like to use analytics to find
out more about how customers are interacting with his site. What can he learn
from analytics? Select the ways you think analytics can help business owners.
Identify where in the world visitors are
logging on from – Yes
Show which pages of a website are most
popular – Yes
Log which items of the website are
clicked on – Yes
List which parts of the website a user
doesn’t like – No
Fundamentals of Digital Marketing Module 2
Quiz Answers
1. Which tool helps you measure the
success of your website?
Analytics
Keyword Planner
Ad Gallery
Ad Preview Tool
2. Which of the following statements is
true when it comes to taking a business online?
Stick to what you are doing and don’t
make changes
The same content works across online and
offline platforms
Use
analytics to make informed decisions
Use analytics to track your customers
across the Internet
3. Which term best describes the
business activity that occurs when website visitors buy products or services
from you online?
E-commerce
Display advertising
Search engine marketing
Pay per click
4. Which of the following statements is
true when marketing your business online?
Social
media is a great way to engage your audience
You need a website to show up in search
results
You’ll reach a similar client base to
the one you have in the real world
You’ll be seen by the same volume of
customers whether you use search advertising or not
Digital Marketing Module 3 Check Your
Knowledge Answers
Build
your web presence
1.
Choosing your online presence
Addie runs a local bakery. After getting
the business up and running over the last six months, she’s now ready to create
a digital presence. What do you think Addie should set up first:
A
social media profile
A mobile app
How websites work?
2.
How websites work?
Addie is investigating how to create
business websites for her local bakery business. She’s trying to get her head
around how websites work. How good is your tech knowledge? Can you check the
facts for Addie?
An IP address is made up of a string of
numbers that can be located by any device connected to the internet – True
A browser figures out where online
content is hosted and displays it to the user – True
Every website is hosted on a server – True
When users navigate to a website it is
known as ‘hosting’ – False
3.
Key website ingredients
Addie owns the Knead to Know Bakery and
has decided to open a website.
But first she needs to choose a domain
name.
Take a look at her ideas and select the
best domain name by crossing off the rest.
www.knead2know.com
www.kneadtoknowbakery.com
www.Addies.com
www.i-knead-it.org
www.mybakery.com
4.
Websites and your business goals
Addie is drafting a description for the
About Us page of her bakery website.
Which do you think works best?
Our business is driven by your vision
and objective – to commit to sustainable, local produce that engages with and
builds community spirit.
Love
cake? So do we. Here at knead to know Bakery we have a passion and reputation
for creating the most delicious cookies, cakes and bread.
We are the best bakers in town. Just
like that!
5.
Make your website easy to use
Addie wants to make her website easy to
navigate. Which of the following features should Addie include on every page of
her website?
Side
menu
About
Us information
Bakery logo leading to homepage
Search
field
6.
Website design do’s and don’ts
To make the homepage of her local bakery
website interesting, Addie wants to add some media elements to it.
Different elements will cause the page
to take longer to load, so she needs to get the right mix for the site.
Can you put the following elements in order
from the ones with the longest load time to the shortest?
2
minute HD advertising video for the bakery
Large
high res, full screen background image
20
second explainer animation
Low
res compressed thumbnail image
Twitter
button that links out to twitter page
Text
descriptions
Fundamentals of Digital Marketing Module 3
Quiz Answers
1. Which of the following statements is
true when it comes to developing a web presence for a business?
Customers can learn about a business by
downloading a mobile app, but they can’t place an order using an app
Building a new website requires a large
budget
Mobile
apps enable your customers to purchase your products without being on your
website
All businesses must have a website to
sell products
2. What is a web server?
The customer service representative you
can call when you have questions about your website
The answer you get when you search a
term on the web
A
computer connected to the Internet with software that allows it to host all the
components of your website
The device that determines the speed of
your mobile connection
3. Fill in the blank: A __________ is a
shortcut to other pages on your site or elsewhere on the web.
Hyperlink
Return link
Menu bar
Breadcrumb
4. Which of the following is something you’ll
probably want to exclude from your website?
Prices
A
lot of deep scientific information and detailed statistics
Special offers
Certifications to show you’re qualified
to provide a service
5. Which of the following is an example
of a ‘call to action’ on a website?
A list of phone numbers customers can
use to get in contact with you
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
An icon button that takes the customer
to your social media accounts
A hotline phone number that helps users
complete their purchases
6. What should you consider when
developing your website content?
What
your customers are looking for
Your latest promotions and discounts
Your brand values
Whether the content will go viral or not
Digital Marketing Module 4 Check Your
Knowledge Answers
Plan
your online business strategy
1.
The benefits of an online strategy
Sam has recently decided to launch an
online fitness coaching service. He has registered a domain name and set up a
website, but is unsure of how to launch his business online in a way that will
help him grow sustainably. Help Sam create his own online business strategy, by
selecting the correct steps he should take.
What should his first step be? – Define business goals
What should his second step be? – Write a mission statement
What should his third step be? – Identify his USP
2.
Taking a business online
Omar owns a stall selling handmade
cosmetics, and wants to launch an e-commerce site. He has lots of experience
selling his products in person at markets, but is now hoping to reach more
customers online.
Can you advise Omar on how to make both
his online and offline business successful?
He should focus on duplicating his
successful offline marketing efforts to an online audience – False
He should sell at a cheaper price on the
website to attract more customers – False
He should identify his various online
and offline audiences, and how best to engage them – True
He should consider paid online advertising
as the sole means of promoting his business online – False
3.
Understanding customer behaviour
Holly owns a dance studio. To improve
sales of dance classes, she is reviewing how her marketing team could update
the company’s online presence.
As part of the rebrand, the team
listened to customer feedback and mapped customer journeys. They identified two
things online customers generally struggled with: navigating the website and
finding the business’s contact information.
Which of the brand’s touchpoints should
Holly modify to help address her customer’s feedback?
Email
marketing
Website
layout
Instagram account
Instructor’s Blog
4.
How to stand out from the competition
Bobbi owns a protein shake company,
which has been trading for 3 years. Her products are stocked in a number of
gyms, but the company has not seen much growth in recent months. Bobbi would
now like to break into the online market to boost product sales.
Which of the following actions should
Bobbi take to identify opportunities for online business growth?
Hire a financial planner
Identify
a USP
Ship to new countries
Build
a SWOT analysis
Distribute feedback forms to suppliers
Review
competitor websites
5.
Using goals to improve business performance
Ryan has written some KPIs to help his
fitness centres achieve the business goal of “improving overall client
satisfaction”.
Review these four KPIs. Which do you
think fit the criteria of being specific, measurable, attainable, relevant and
time-bound?
Ensure 80% of clients use the gym’s
online system to book personal training appointments
Increase how much money customers spend
in the gym’s juice bar
A
score of 85% or more in the annual survey for the question ‘Would you recommend
this gym to a friend?’
Ensure
90% of new gym members book an induction session within the first two weeks of
joining
Fundamentals of Digital Marketing Module 4
Quiz Answers
1. What is the first step in creating an
online business strategy?
Identifying
business goals
Understanding what the competition is doing
Knowing the market
Aligning goals to the strategy
2. What is the purpose of the ‘See,
Think, Do, Care’ framework?
To help determine a marketing strategy
To help a business reach a global
audience
To give insight into specific customer
groups
To
help a business understand the customer journey online
3. Why is optimising customer
touchpoints online beneficial for businesses?
It
provides customers with value every time they come into contact with a brand,
helping build trust
It allows brands to add pop-up ads at
every point of the customer journey, ensuring high visibility
It gives businesses the opportunity to
save money on online advertising
It gives businesses an opportunity to
collect more data from potential customers
4. Once you’ve worked out your Unique
Selling Point (USP), how would you use it in a long-term online strategy?
Incorporate
it within marketing materials across all channels to help raise customer
awareness
Create an email campaign letting your
customers know why you are unique
Film a video explaining your unique
selling point and send it to employees
Create a press release and distribute it
through your channels
5. What type of information can KPIs
provide?
Audience segmentation
Long-term
projections
Financial viability
Board decisions
Digital Marketing Module 5 Check Your
Knowledge Answers
Get
Started With Search
1.
Search engine basics
Seth is opening a coffee shop and is
looking to attract new customers. Take a look at the list of benefits Seth sees
in using search engines. One statement is not true. Can you cross it out?
Customers can locate Seth’s products and
services when they search for them online
Search engines can help to get the word
out locally about Seth’s new business
Search engines can help Seth to target
customers who are already looking for his business
Customers
will see advertisements for Seth’s business whenever they use a search engine
2.
How search engines work?
Seth’s coffee shop is unique – it has an
outside roof terrace and a library area so customers can read while they sip.
He also sells rare coffee beans imported from Peru. What are a few techniques
he could use to make his website more relevant to its desired users?
Point
out unique aspects of his business
Write
a blog to sing the praises of his Peruvian beans
Make
sure his shop appears on Google maps
Paste in a product description of his
Peruvian beans that he found on another website
Try
to get other coffee-enthusiasts to review his business/website
3.
How search engines see the web?
Seth would like to make sure as many
interested customers as possible are seeing his business’s website displayed in
their search results.
What are a few things he could pay
attention to in order to achieve this?
Image
file names
Page
titles
Key
words in the content
Keyword meta tags
4.
Organic search explained
Organic search results appear when
someone makes a search using a search engine. They aren’t paid for by
businesses and they aren’t adverts.
Which of the images shows the organic
search results from this particular search?
3rd
Picture
5.
Paid search explained
Seth is considering advertising his
business using paid search results. What do you think makes paid search
advertising so effective as a marketing method? Look at the following
statements and decide whether they are true or false.
Seth’s adverts are shown to people who
are already interested in his type of business. – True
Seth will only be charged for
advertising when his ad appears in the search results. – False
The paid search results are given a more
prominent position on the search results page. – True
Seth will be charged for advertising
only when someone clicks on his ad. – True
6.
Google search console
Seth’s website has been up and running
for a while, but he isn’t sure how effective it’s been at drawing in new
customers.
How can Google Search Console help Seth
with this?
It
can help show whether he’s using proper keywords in his content
It
can recommend better page titles for Seth to use
It can recommend content that will drive
more traffic to his site
Fundamentals of Digital Marketing Module 5
Quiz Answers
1. Why are search engines a great place
for a business to be found?
People pay to use search engines, so
there is a wealthy customer base there
People
who search are actively looking for information, products or services
Search engines are a big trend these
days
Search engines guarantee new customers
2. What technology do search engines use
to ‘crawl’ websites?
Androids
Interns
Automatons
Bots
3. Which of the following can help a
search engine understand what your page is about?
The date it was published
The number of images used
The total number of words
The
title tag
4. Fill in the blank: Spending money on
search advertising influences how your website appears in ___________.
Organic search results
The
search results page
Business directories
Display advertising networks
5. Which of these is an important factor
in the paid search auction system?
How famous your brand name is
How cool your logo is
How long your business has been around
How
relevant your ads are
6. Which of these can Google Search
Console help you to do?
It helps you increase your social media
following
It helps you optimise your Google My
Business listing
It
helps you understand which keywords people are searching for on Google
It helps you run A/B tests on your home
page
Digital Marketing Module 6 Check Your
Knowledge Answers
Get
Discovered With Search Answers
1.
Intro to search engine optimization (SEO)
Eric is expanding his business by
selling fruit and veg online. His website has been up and running for a while
but he’s not getting many views or orders online. Eric knows he can improve his search engine
results with either paid search or SEO. Take a look at the following search
results screens. Where will his website appear in the search results if he
purely uses SEO to improve his results?
3rd
Picture
2.
The importance of an SEO plan
Eric is keen to improve his search
engine results and he wants to use SEO to do it. He’s written the step-by-step
process for his SEO plan, but it’s currently in the wrong order. Can you
reorder it?
Do
keyword research
See
where I appear in search results for specific keywords
Look
for gaps in my SEO performance
Review results and adjust plan
3. The SEO process
Eric sells fruit and veg online and is
using SEO to improve where he ranks in search engine results. He’s researched
what people search for to get to his website, and he’s created content to match
it.
Eric’s SEO work doesn’t stop there
though. He’s been talking to some friends and they’ve all offered him advice
about how he should keep up with SEO over time.
Which advice should he not take?
Contract
an agency offering top organic search positions
Don’t
change your keywords as it confuses search engines
Stay up to date with search engine
changes
Read about the trends in your industry
and use them to create content for your page
Get opinions from your customers on what
might be missing from your site
4.
How to choose keywords
Eric is optimising his fruit and veg
website for SEO and would like to improve his ‘long tail’ keywords. Which of
these sets of words contains an example of long tail keywords?
Maris piper potatoes
Potato, potatoes, farm potatoes, organic
potatoes
Buy
organic potatoes from a family farm
5.
Setting realistic SEO goals
Eric has been selling fruit and veg
online for a while. He’s chosen the keywords that he feels will drive the right
people to his website; now he needs to track the progress of these keywords
with analytics tools.
What information will analytics give
him?
Where
website visitors are located
Which
website visitors turn into paying customers
What
content visitors interact with
Whether customers enjoy the fruit and
veg they buy
Fundamentals of Digital Marketing Module 6
Quiz Answers
1. Which of the following factors should
you consider when optimising your website for search engines?
Colour scheme
Recycled content
Inspiring business name
Site
popularity
2. What should be the first step of a
structured SEO plan?
Identifying your ad budget
Buying an analytics software
Setting up your presence on social media
sites
Keyword
research
3. When it comes to search ads, which of
the following could dictate how an ad will perform against a competitor?
Social media following
Bid
value
Domain authority
Average number of visitors to the
company’s website
4. Fill in the blank: Short strings of
specific keywords with low search volume are called ___________.
Long-hair keywords
Long-tail
keywords
High-relevance keywords
Top-tail keywords
5. Which of the following would be an
ideal goal for an SEO plan?
Increasing social media likes and
follows
Increasing
how many relevant people visit your website
Showing your website to as many people
as possible
Being in first place in SERP for any
keyword
Digital Marketing Module 7 Check Your
Knowledge Answers
Make
search work for you
1.
Making your web pages search friendly
Eric Blake sells the produce from his
farm online.
He wants to optimise the page that sells
fruit and vegetables, so he’s looking into titles and meta tags, headings, and
improving his copy.
Can you help Eric choose a suitable
title and meta description?
Click to select title – Blake’s Produce: Fresh Fruit and
Vegetables
Click to select meta description – Fresh fruit and vegetables
grown locally and delivered straight to your door
2.
How other websites can work for you
Eric is working on his website, which
sells produce from his farm.
He’s thinking of different ways to
improve his website so that it appears on more search engine results and gets
more traffic.
Which of these ideas will help improve
his search visibility?
Write
recipes that use vegetables that he sells
Get lots of likes or followers on social
media
Encourage
others to write about his website
Add lots of links to the website
3.
Cross borders with SEO
Eric’s farm produce business started
locally in the UK, but he’s started getting orders from overseas as well.
Not wanting to miss this opportunity,
Eric decides to optimise his website to an international audience. What should
he avoid doing?
Select the things Eric should avoid then
select Submit to remove them.
Separating out each language into
different pages
Having
different languages on the same page
Adding language annotations to his
webpage
Using
automated services to translate content
Fundamentals of Digital Marketing Module 7
Quiz Answers
1. Which of the following page titles
would be most suitable for a website page describing a store’s return policy?
How to Send Stuff Back
[Company
Name’s] Return Policy
Return Policy
Company Policies
2. Which of the following is a good way
to get other websites to link to your site?
Keep linking to them until they link to
you
Send them emails until they link to you
Building
relationships with similar sites
Use as many relevant keywords on the
page you’d like them to link to
3. When expanding a business
internationally, which of the following is most important to provide on your
website?
Products
and delivery details in the correct currency
Time and dates written in the local
format
Exchange rate information
Free giveaways for local customers
Digital Marketing Module 8 Check Your
Knowledge Answers
Be
noticed with search ads
1.
Introduction to search engine marketing (SEM)
Michelle is a wedding photographer in
Cardiff. She wants to use search engine marketing to bring customers to her
website. Where will her website appear if she uses search engine marketing?
1st
Picture
2.
The SEM auction
Michelle has created some adverts to
promote her wedding photography business in Cardiff. She wants her adverts to
align with the keywords ‘wedding photographer Cardiff discount’, as she’s
offering 25% off at the moment.
Can you order the following advert
headings from best to worst in terms of how well they align with the keywords?
Cardiff
wedding photographer – 25% discount
Cardiff
wedding photographer
Discount
wedding
Wedding
3.
What makes a good keyword
To increase her Quality Score, Michelle
is thinking about the best keywords and phrases to use.
Cross off the keywords which she
shouldn’t use.
Wedding photography Cardiff
Cardiff
weddings
Wedding
photography business based in Cardiff
4.
Make your ads stand out
Michelle is writing her search ad for
her wedding photography business. She wants to make sure it stands out.
Which of these text statements would
work best as an ad?
Cardiff
wedding photography. Get 25% off your first order. Make your reservation now.
Wedding photographer. Cardiff based
photographer specialises in outdoor weddings and scenic locations. Book now!
Welsh wedding pics. Want great wedding
pics? Cardiff based photographer, Michelle, available for hire.
Fundamentals of Digital Marketing Module 8
Quiz Answers
1. Search engine marketing can also be
called what?
Pay-per-click
advertising
Organic advertising
Search box marketing
One-click advertising
2. In an SEM auction, your Quality Score
is based on which aspect of your ad?
Bid
Relevance
Wit
Length
3. Fill in the blank: It’s possible to
determine how well a/an ___________ will perform without bidding on it.
Auction
Website
Keyword
Advert
4. What should your search ad have in
order to promote more clicks?
A
call to action
A catchy headline
A close-up photo
A social media link
Digital Marketing Module 9 Check Your
Knowledge Answers
Improve
Your Search Campaigns
1.
Achieve relevance with good structure
Anna is a commercial photographer.
She’s setting up SEM campaigns to draw
more traffic to her site. She needs to make sure her ads are relevant, and
she’s doing this by creating ad groups for each type of product.
Take a look at the ad below:
Wedding photography
Capture your special day with beautiful
photographs
Call to book your date now!
Can you help Anna by eliminating the
keywords that wouldn’t be relevant to her ad?
Bridal
party photos
Candid wedding photos
Baby
photoshoot
Newborn
baby photography
Professional
website photos
2.
Get the most from your keywords
Anna specialises in portrait
photography. She uses her website to reach potential customers and has recently
set up an SEM campaign to draw more traffic to her site. She wants to use
negative keywords to make sure her ads don’t appear for people who aren’t
potential customers.
Which of the following keywords are the
negative keywords?
Photographer
Portrait
Landscape
Family photo
Watercolour
3.
Fine-tune with keyword match types
Anna has a themed portrait photography
studio. She offers competitive prices and reaches and engages with visitors to
her site through her online presence. However, not many of them become paying
customers.
Anna has a range of keywords and wants
to fine-tune them to best target potentially paying customers.
Put the keywords in order of the
broadest to the most restrictive.
Photography,
portraits
Portrait
photography studio
Movie
themed portrait photography
Film themed portrait photography, low cost
4.
How to know what’s working and what isn’t
Anna is a photographer. She’s previously
focused on wedding photography, but she now takes requests to photograph other
events as well. Customers can contact her through the site’s enquiry page to
make requests. They can also look at her gallery and sign up to an email
newsletter. Anna wants to track how many people request photography for events
that aren’t weddings. Where should she place the conversion tracking code?
Homepage
Enquiry page
Enquiry
confirmation page
Newsletter sign-up page
Fundamentals of Digital Marketing Module 9
Quiz Answers
1. Which of the following is a benefit
of using relevant ads and landing pages?
Increased cost for ad placements
Higher
ad positions on the search results page
Higher cost per clicks on your ads
Ads that will ensure more purchases
2. When it comes to search ads, which
description best describes ‘negative keywords’?
Keywords with no association to your
site
Keywords with a poor search volume
Keywords
that are excluded from a campaign
Keywords that are typed incorrectly
3. Fill in the blank: If you use
__________ keywords when building your search ads, minor variations, like
plurals, can still trigger the ad.
Exact
Match
Random Match
Direct match
Close match
4. What can conversion tracking in
search help you measure?
How many transactions are completed on
your site overall
How many people click on your SEM ad and
end up browsing your site
How
many people visiting your site from a search ad end up completing a purchase
How many customers your ad has converted
into brand ambassadors
Digital Marketing Module 10 Check Your
Knowledge Answers
Get
Noticed Locally
1.
Marketing to the locals
Jim is running a bike shop in a popular
tourist city and he’s started a bike hire service.
What would be the better way for Jim to
attract more tourists – a map feature or a social media page?
1st
Picture
2.
The power of local directories
Jim owns a local bike shop and wants to
be noticed more by the people in his town.
He decides to use the internet to
connect with customers online by creating a listing for his business in a local
directory like Google My Business.
Help Jim create his listing by choosing
the minimum information he should add.
Jim’s
Bikes
10
Bird Way, Cowseld, West Sussex, RH11 5XN
Phone
number 01269 559632
Open
9–5 Mon–Sat
Image of a bike
Fundamentals of Digital Marketing Module 10
Quiz Answers
1. How can you improve a business’s
visibility to people located near you geographically?
Translate your website into at least two
more languages
Offer free phone support during business
hours
Ensure you have good analytics on your
website
Make
sure your phone number, address and business hours are easy to find
2. Which of the following is an example
of a local search?
“bike
shop near me”
“bike shop in UK”
“local bicycle shop”
“bike shops”
3. Which of the following is a benefit
of registering your business in online local listings?
Discounted pricing on your search advertising
campaigns
Increased
likelihood of being discovered through search engines
More mentions on social media platforms
Guaranteed sales to local customers
4. Which three pieces of information are
essential to include first in your local directory listing?
Business address, website, telephone
numbers
Business
name, business address, telephone numbers
Website, telephone numbers, email
address
Business name, email address, website
Digital Marketing Module 11 Check Your
Knowledge Answers
Help
People Nearby Find You online
1.
Using digital to advertise locally
Esmeralda runs a local bike shop.
If she advertises her shop using the
internet, Esmeralda could reach people in many different countries.
But she doesn’t want to do that. She
wants to target her online ads to local customers.
How can she do this effectively?
Show
ads to people within 10 miles of her shop
Display
the ad during the shop’s opening hours
Tailor
her ads for people who live locally
Hand out flyers and business cards to
local shops
2.
Reaching locals on their mobiles
Esmeralda runs a local bike shop.
She knows a lot of her customers use
smartphones with GPS, so she invested in a mobile app that can utilise this
technology.
She has a couple of ideas how to use the
app to engage her customers.
Can you remove the ideas that do not
need GPS?
Send sales alerts when customers are
near the shop
Notify
people of promotional events like a free tune-up
Direct customers to Esmeralda’s shop
Send
personalised coupons to repeat customers
Let
customers schedule appointments for repairs
3.
SEO for local businesses
Esmeralda owns a bike shop and wants to
make her website interesting for local customers.
She’s currently planning blog content
that will help her show up on searches for local shops.
She’s had an idea for a post about
famous cyclists and one about popular bike trails in the area.
Which one do you think Esmeralda should
start with?
2nd
Picture
Fundamentals of Digital Marketing Module 11
Quiz Answers
1. Which of the following factors help
search engines determine if your business is local?
Location
details on the website, quality content and how mobile friendly the website is
Location details on the website, list of
shops local to you and a contact form
Quality content, list of local suppliers
and location details
Location GPS tags on photos, quality
content and how mobile friendly the website is
2. When looking to attract a local
audience, why it is important to optimise your website and content for mobile
users?
Because
local users tend to use their mobile devices when they’re out of the house
Because mobiles will replace desktop
computers
Because all online users browse on
mobile devices these days
Because marketing for mobile is more
cost effective
3. Which of the following can help you gain
visibility in search engines?
Adding
relevant content that highlights the location of your business
Including your address on your Twitter
account
Optimising your site for desktop devices
only
Adding a list of shops local to you on
your website
Digital Marketing Module 12 Check Your
Knowledge Answers
Get
noticed with social media
1.
Social media basics
Lily runs a vintage clothing company.
She’s set up an Instagram and a Facebook page, and has gained some followers by
putting a sign up in her shop. What can Lily do to keep these followers and
encourage others?
Start
a conversation with your followers
Comment on all of your followers’
personal posts
Delete all negative comments
Post
regularly
Name and shame competitors
2.
The right social media sites for you
Lily has drafted a number of different
posts for her social media accounts. Can you match the post to the best social
network for each of the following scenarios?
Vintage Lily is looking for a carpenter
to create a bespoke counter top for our vintage clothing shop; contact me for
details – Linkedin
Loving these recent photos of the new
range by my fantastic photographer friend Rae – Instagram
So excited about our first ever
after-hours vintage fashion show on Thursday at 7 p.m. – join us? – Facebook
3.
Setting your goals for social media
Lily has had fun experimenting with the
various social media networks but it’s time to get a little more serious. Which
of Lily’s business goals can she achieve with social media?
Raise
the profile of the business
Keep expenditure within the stated
budgets
Attract
new customers and grow the customer base
Control the flow of stock
Discuss
new products with customers
4.
Getting on social media
Lily is setting up a Twitter profile for
her business. She’s put together a list of the key things she’ll need to get
her profile up and running. Can you check her list and cross off any items she
doesn’t need to include in her Twitter business profile?
A business email account
Annual
membership fee
A company logo or photo
Business description and contact details
Number
of employees in the business
Fundamentals of Digital Marketing Module 12
Quiz Answers
1. Which of the following can businesses
achieve by using social media?
Attract
new audiences
Build a good reputation with customers
Meet sales goals
Increase traffic to their website
2. Fill in the blank: Businesses should
focus on social media platforms with _______.
The biggest reputation
The most expected engagement
A
relevant audience
The most users
3. Which of the following is an example
of a social media goal?
Acquire genuine reviews on products
Drive
more traffic to your store
Develop one-way communication with
customers
Mimic your competition’s approach
4. Which details should you look to
include on a business profile page on social media?
Details about the CEO
Link to a local listing site you’re on
Description
of the business
Cost of products and services
Digital Marketing Module 13 Check Your
Knowledge Answers
Deep
Dive In to Social Media
1.
Your long-term social media plan
Lily runs a vintage clothing shop and
wants to engage more with her customers online.
She currently posts to two social media
networks but wants to develop a full social media strategy.
Review the possible options. Can you
place them into the right order, starting with what Lily should do first?
Create
a social media plan
Set
up accounts on appropriate social media sites
Sign
up to a social media management tool
Create
a list of posts to be automatically posted in the coming weeks
2.
Advertising on social media
Lily has decided to use some of her
social media budget for targeted Facebook adverts. She’s keen to take her
vintage clothing business global and wants to reach a wider audience, so which
groups should her advertisements be targeted at?
Users
who have posted about buying vintage clothes
Users
who have ‘liked’ vintage clothing
Users who live within 20 miles of Lily’s
shop
Users
who live in countries that she’d be happy to mail her products to
3.
Measuring success in social media
Lily is keen to use analytics to
evaluate the results of her social media campaigns. Analytics can help with
this question. Can you help her by crossing off the things that analytics won’t
be able to help her with?
Tell Lily how many visitors interact
with her website
Show Lily how visitors found the site
Schedule
content to be posted automatically at specified times
Send
custom posts to specific visitors
4.
Avoiding social media pitfalls
Lily sees a negative post on Twitter about
her vintage clothing business:
“Received my #VintageLily dress today
only to find the zip was broken! #lousyservice #vintagewoes”
How do you think she should respond?
“So
sorry to hear that @sophie112 DM me so that we can get that dress fixed up as soon
as possible.”
“@sophie112 – We’ve never had our zips
break before. Did you pull it too quickly?”
“@sophie112 That’s a shame, sometimes
the zips just break.”
Fundamentals of Digital Marketing Module 13
Quiz Answers
1. A robust social media plan includes which of the following?
A list of content that mimics competitor
content
All of your online business goals
A
long-term schedule identifying when to post content
A list of friends who can post on the
accounts
2. What is the best way to put your social
content in front of people who don’t already follow you?
Increase your email marketing campaigns
Ask people to share your content to
their networks
Use
paid promotion to reach new audiences
Put links to your social on your website
3. What can social media analytics tools
help you measure when assessing campaign results?
Whether the campaign was more successful
than your competitors
Whether the visitors liked the social
campaigns or not
Whether a visitor called the store after
seeing a social post
Whether
the visitor clicked on a paid ad or organic listing
4. Which of the following is a pitfall
when using social media for business?
2-way conversation with customers
Not being present on every social media
platform
Not
having the resources to respond to comments and questions in a timely manner
Spending too much time reviewing social
media analytics
Digital Marketing Module 14 Check Your
Knowledge Answers
Discover
the possibilities of mobile
1.
The evolution of mobile devices
Phil runs a local plumbing business. He
has a website but it isn’t mobile-optimised.
He’s deciding whether to make his site
responsive or create a customised app.
Help him to decide which route to take
first.
2nd
Picture
2.
Understanding mobile web and mobile apps
Now that Phil has decided on a
responsive website, he needs to select a great design. Have a look at these
website layouts. Which do you think is best suited for mobile?
Website
A
3.
Understanding mobile apps
Phil has limited technical knowledge but
he wants to create an app to simplify the booking process for his customers.
It’s important to select the right
approach when making an app.
Which of the following routes would you
not recommend to Phil?
A professional app developer
An online self-service tool
Repurpose
an existing app
Make
the app himself
Fundamentals of Digital Marketing Module 14
Quiz Answers
1. When looking to ensure your website
is easily accessible by mobile users, what should you focus on doing first?
Redesign your website colour scheme
Optimise
your site
Create a mobile app
Shorten your website content
2. What does responsive design mean?
Your visitors can manually adjust the
size of your website
Your
website will adapt to suit whichever device it is being viewed on
Your customers can provide feedback on
the design of your site
Your website will respond to clicks
faster
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?
Short content and fewer images
Performance
and usability
Usability and short content
Less video content
4. What can a business use to send
messages to users who have already downloaded their app?
Text messages
Pull notifications
Push
notifications
Email notifications
Digital Marketing Module 15 Check Your
Knowledge Answers
Make
mobile work for you
1.
Introduction for advertising on mobile
Mo is a plumber in Glasgow.
He has a mobile-friendly website, and
wants to make sure his site becomes more visible on the results page during a
search.
Which keywords do you think would work
well for his mobile SEO?
Leaky
tap
Blocked
sink
How to fix a burst pipe in your bathroom
Local
plumber
Pressure has failed in boiler, how can I
fix it myself?
Ubend
fix
Why is my dishwasher making a gurgling
sound?
2.
Search campaigns for mobile
Mo’s a plumber with a responsive
website. He wants to make sure he’s using the right keywords for his mobile
SEO. Which online tool could help him identify which keywords would be most
effective?
Google
Keyword Planner
Google Analytics
Hootsuite
3.
Display campaigns for mobile
Mo is keen to advertise his plumbing
business. He needs to find the display advert design that will display
optimally on a large smartphone device, as that’s what most of his customers
use. Which of the designs would work best on smartphones?
2nd
Picture
4.
Social media campaigns for mobile
After a lull in sales, Mo wants to use a
social media campaign to launch some of his new plumbing services. He wants to
make sure he’s targeting the right audience. Which parameters should he use to
decide who to target?
Age,
interests, location
Internet speed, age, interests, hair
colour, location, job title
Marital status, gender, interests, age
5.
Video for mobile
Mo has a plumbing business. He’s noticed
that other service companies publish short videos to show off their expertise,
products, and how they do things. This engages their customers and drives
interest in their services. To help customers with common plumbing problems, he
wants to create a Do-It-Yourself video on his website. How long should he make
his video?
120
Fundamentals of Digital Marketing Module 15
Quiz Answers
1. When considering how mobile users
will search for your business, which types of keywords should you focus on?
Long tail keywords
Shorter
keywords and phrases
Longer keywords and phrases
Exact match keywords
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?
The business has a mobile app instead of
a website
The site include business phone numbers
The
site works on different mobile devices
The site does not include any videos so
it loads quickly
3. Which of the following can be used to
target an audience when using some social media ads?
People’s names
People’s address
People’s pet names
People’s
relationship status
4. When making video content for your
display ads, what is most important to ensure?
Videos are entertaining, long and
include a CTA
Videos
are relevant, short and include a CTA
Videos are relevant, long and include a
URL
Videos are short, informative and
include a phone number
Digital Marketing Module 16 Check Your
Knowledge Answers
Get
started with content marketing
1.
Intro to content marketing
Angela opened her own beauty salon two
years ago, and is now looking at how content marketing can help her boost the
business’s profile online. How could content marketing help her?
Could it help her find cheaper
suppliers? – False
Could it help her develop a stronger
brand identity? – True
Could it help her understand her
customers’ shopping preferences? – False
Could it help her connect with the right
audience? – True
2.
Get to know your online customers
Alex is a mechanic who owns a small
garage. He’s also a keen blogger, and writes great posts about his passion:
cars! He thought his blog would attract more car lovers to his garage, but so
far his blog posts are not very popular and are rarely shared on social media.
He has researched how to improve the blog and now has a number of actions he
can take, but is unsure which should come first. Can you help him by arranging
the following actions into the correct order?
Find
out who his audience is
Segment
his audience into groups
Create
specific content targeted to these audience profiles
Publish
the content and promote it to his audience
3.
Choosing the right format for your content
Jamie is part of the content marketing
team for Fitstuff, a sports shop. The content he’s producing needs to appeal to
new customers, as well as provide extra value to existing customers. Which of
the following content would appeal best to both audiences?
List of the top 10 sports equipment
outlets/shops
A
competition inviting customers to submit photos of themselves wearing Fitstuff
gear, with store gift vouchers up for grabs as prizes
10% discount vouchers for all new
customers
A blog about the store’s recycling
scheme for old trainers
4.
Writing for online audiences
Josh, an interior designer, has decided
to create blog posts and share them on social media to promote his new
business. He’s made a list of all of the things he should remember when writing
– however, not all points on his list are correct. Can you help him identify
the points that are correct on this list?
Focus
on your target audience
Only write about the products or
services you offer
Be
consistent in your writing style and tone of voice
Add the hook to the end of your blog
post
The longer the post, the better
5.
Help your content be seen
Lydia is a business student working for
a hotel’s marketing department for the summer. She’s responsible for creating
and promoting content across the hotel’s online channels. What should she do,
and in which order?
Consider
all the channels available
Decide
what content to create, and when, based on the target audience
Create
content
Publish
content
Promote
content
6.
Measuring your success in content marketing
Maria has a pet shop in Bristol, and is
writing fun blog posts about pets on her website, which are also being promoted
on her social media accounts. Her goal is to try and increase product sales
through content marketing efforts. Which metric is the most relevant in
assessing which blog posts are contributing to increased product sales?
How long users spend on each blog post
Which websites are referring traffic to
her blog
The number of new subscribers to her
email marketing list
How
many people click the “Buy Now” CTA at the end of each blog post
Fundamentals of Digital Marketing Module 16
Quiz Answers
1. Which of the following is an accurate
definition of what a content marketing campaign involves?
Creating and posting content ad-hoc when
you have the time
The creation of time-sensitive content
that can be published through various channels
Regularly emailing customers with news
about a business’s products or services
The
creation and promotion of online materials with the goal of increasing interest
in a product or service
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.’
Marketing channels
Demographics
Audience
segmentation
Group dynamics
3. Fill in the blank: When describing
the purpose of content, what is missing? ‘To entertain, to inspire, to _______
and to convince’.
Humour
Please
Surprise
Educate
4. Which of the following best describes
why approaches to writing need to be adapted for online content?
Online
readers have a reduced attention span, due to being flooded with information
Certain blogging platforms have a limit
on the word count you can publish
Online readers only like to engage with
long-form pieces of content
Online audiences are typically younger,
so the language used needs to reflect this
5. What are ‘highlighting key dates’ and
‘considering multiple channels’ best practices of?
Creating
a content calendar
Designing illustrations to support
content
Segmenting your audience
Identifying social media influencers
6. Which of the following metrics could
help you understand which blog post is resonating the most with your audience?
Session
duration
Page views
Referral traffic
Unique page views
Digital Marketing Module 17 Check Your
Knowledge Answers
Connect
through email
1.
Email marketing basics
Steph runs an online pet supplies shop,
and she has some ideas about how email marketing can help her business. Two of
her ideas are correct and two are not. Can you weed out the wrong ones?
It’s a good way of keeping customers
informed about products
It
helps customers talk to each other via email
It will let me send info about
dog-related products to customers who have dogs
It
lets customers email me if they have problems or questions
2.
Your email marketing options
Steph is thinking about using an email
marketing service to help her send out marketing emails for her pet supplies
store. What benefits are there to using an email marketing service?
They
make it easier for customers to sign up to receive marketing emails
They
can help you create a customer database
They write marketing emails for you
They
make it straightforward to send out personalised emails
3.
Crafting great marketing emails
Steph is writing a marketing email to
send out to customers who have bought puppy food and toys from her online shop.
Which of the following options should she select to use in the subject line of
the email?
Hi
John, do you have a new puppy?
Save ££££s on PUPPY FOOD!!!!
MEGASALE on food for PUPZ!
4.
Managing successful email campaigns
Steph is curious to learn how her
customers react to email marketing campaigns. What kind of analytics data might
she expect to get from her recent email marketing action?
Open
rates
Clickthrough
rates
Weekly sales
Trash rates
5.
Measuring success in email marketing
Amelia is a marketing assistant at a big
clothing brand, and has just sent out her first email marketing campaign. She
takes a look at the Click Through Rate, to understand how many people clicked
on a link in the email in order to land on her website. What is the drawback of
this metric?
The
reason for the rate being higher or lower is not known
The less people that open the email, the
lower the rate
It doesn’t track the number of bounces
Fundamentals of Digital Marketing Module 17
Quiz Answers
1. Which of the following will you need
to start an email marketing programme?
A collection of email templates
A ‘Contact Us’ form
A
way to collect people’s email addresses
A set budget
2. Which of the following is a common
feature of email marketing platforms?
Personalised, custom templates
A free list of email addresses you can
target
A
feature allowing users to unsubscribe from your emails
Automation of your search ad campaigns
3. Which of these is a good practice to
keep in mind when sending emails to your contacts?
Run
an A/B test on your subject line to determine which one works best
Send the same generic and simple message
to your entire contact database
Include enough content in the email so
there is no need for them to click away to read further elsewhere
Only include a call to action on the
landing page you’re linking to in the email
4. If the open rate of your emails seems
low, which of the following could help you fix that?
Redesign your website
Change the colour of the buttons inside
your email
Send your emails to more contacts
Adjust
the subject line of your email
5. Which of the following statements is
true when it comes to running email campaigns for a business?
There’s
no need to use sponsored ads within your email marketing
There’s no need for analytics when it
comes to email marketing
You need to include personal contact
details
You can use any imagery, despite
copyright
Digital Marketing Module 18 Check Your
Knowledge Answers
Advertise
on other websites
1.
What is display advertising?
Colin has been running a film review
website for his podcasts for the past two years. He’d like to start advertising
his site to increase the number of subscribers. To do that he wants to contact
some media owners. Who do you think Colin should contact?
A
forum for movie fans
Film production agency
An offline business directory
A
network that matches businesses with ad space to sell
2.
Search advertising vs. display advertising
To maximise the hits on his website,
Colin wants to target two different audiences using both display ads and search
advertising. His two target audiences include cinema-goers and home movie
watchers. Which type of approach would work for each audience?
Home movie watchers – Create a search ad with keywords
based on Colin’s film reviews
Cinema-goers – Place a display ad on a cinema listings site
3.
The ins and outs of display advertising
Colin’s favourite director has launched
a new film. Colin has written a review and wants to use it to bring in visitors
with a digital campaign. Considering he has a limited budget, which of the
website pages would not be ideal for his digital ads?
Filmography page of the director
His
friend’s culinary blog
Cinema listings
Local
news website
Fundamentals of Digital Marketing Module 18
Quiz Answers
1. If you own a film blog, which type of
customer can you expect to reach with display advertising?
People who use ad-blockers and are
interested in your subject
People
who haven’t read your blog before but are interested in your subject
Only people who have read your blog
previously
Only people interested in films and
movies
2. Fill in the blank: The ads on search
engines are usually made up of ________.
Audio
Video
Text
Images
3. When using search engine marketing,
where can your ads appear?
Only
on search engines
Only on websites
On search engines and websites
On websites and social media
4. When setting up display advertising
campaigns, who can you target?
People with specific names
People
who speak different languages
People who already own specific products
People with a specific address
Digital Marketing Module 19 Check Your
Knowledge Answers
Deep
dive into display advertising
1.
Making display ads meet your goals
Colin distributes a popular movie review
podcast called ‘Film Talk’ from his website.
He wants to use display advertising to
attract new visitors to his site.
Take a look at the three adverts. Pick
the one you think will draw the most visitors.
Text-based ad
Video ad
Image
and text ad
2.
Understanding ad networks
Colin has created his first video ad,
and identified quite a few film-related websites where he’d like to display it.
What one solution will allow Colin to easily place his ad on as many relevant
websites as possible?
Tweet the video link to his friends
Email website owners to ask if they will
feature his video
Use
an ad network such as Google Display Network
Share the video on his Facebook page
3.
How retargeting works
Colin is getting a lot of traffic to his
podcast website, but not many subscribers. He has budget to design three
display ads to encourage people back to his website to subscribe. Colin came up
with a list of target groups that he’d like reach with his ads. Help him to
cross off the two least useful target groups from his list.
People who visit his site
People
who search for TV-related podcasts
People who have started (but not
finished) the subscription process
People who download his e-catalogue
Commentators
on film forums
Fundamentals of Digital Marketing Module 19
Quiz Answers
1. In what way can display advertising
be effective?
It guarantees more visitors to your site
It guarantees increased sales
It
drives traffic to your website
It improves your ranking in search
engines
2. Which of the following is an example
of the type of data that advertising networks automatically collect and share
with businesses?
The number of sales you make from the ad
The
cost of each ad you publish
The cost of creating the ad
A prediction of sales you can make from
your ad
3. Which of the following is true when
purchasing ad placements on an advertising network?
You always need to contact the owner of
the website to buy ads on their page
The
network provides data on the click-through-rate
The network provides names of the people
who click your ad
The network will continue to show your
ad for 7 days once your budget has expired
4. If a person adds a product to a
shopping basket but then leaves the website, which of the following tactics is
most likely to encourage that person to return and purchase the product?
Retargeting with a display ad
encouraging newsletter sign-up
Redesigning your website
Creating a Facebook page for your
business
Retargeting
with a display ad that has a discount coupon
5. What is the first step of display
retargeting?
Sourcing keywords
Defining
your audience
Writing content
Setting a call to action
Digital Marketing Module 20 Check Your
Knowledge Answers
Make
the most of video
1.
The rise of online video
Justin is a passionate cook. He runs a
vegetarian cooking website where he shares recipes and sells speciality
ingredients. How could Justin reach his customers through online video?
Upload
cooking videos to YouTube
Advertise
on other videos to promote his recipes
Add
video to his own website
Advertise on online games
Buy a TV commercial slot
Share
video on his social media pages
2.
How video fits into your online strategy
Justin’s created the perfect vegetarian
lasagne, and he wants to share his recipe with the world. Can you help him plan
where to put a promo video so it will most effectively reach his target
audience?
In
an email to his customers
Cookery
section of YouTube
Websites
selling speciality vegetarian ingredients
Local directory listings
3.
Creating video content within your budget
Justin wants to do some video interviews
with other local chefs. He wants to add the videos to his blog. Can you help
him order his to-do list?
Plan
the video release schedule
Storyboard
the video content
Decide
on a location and source props
Find
a video crew and film the videos
Edit
then upload the videos
4.
Sharing and promoting your videos
Justin is uploading some new videos.
What can he do to increase the chance of them being promoted and shared?
Post
it on his website as well as other sites
Use
a title and keywords that the target audience will use to search
Have
a call to action such as a ‘share’ option
Add
hashtags to your videos for social networking sites
5.
Advertising on video sharing sites
Justin wants to do more video
advertising. He knows his blog audience likes cooking at home, TV shows
featuring famous chefs and cooking demo videos. Which keywords should he choose
for the Google Ads programme?
Home
cooking
TV
chefs
Instructional videos
Cooking
videos
Chefs
TV shows
6.
Measuring video performance
Justin is studying his food blog’s
analytics. He notices that most people give up on his videos after 60 seconds.
He’s brainstormed a list of fixes. Cross out the ones that you think are wrong.
Change
his preview image and video title
Update
the video description
Keep new videos under 60 seconds
Review the comments to see what viewers
have said
Fundamentals of Digital Marketing Module 20
Quiz Answers
1. When incorporating videos into a
digital strategy, which of the following tactics provides value to customers?
Setting up live streams of the
business’s physical shop on their website
Publishing
a how-to video on their website
Producing sale campaign videos
Sharing personal vlogs
2. What can using video as part of your
online presence help you create?
Content that will go viral
A
channel to engage with customers
A variety of different brand perceptions
An online following and fanbase
3. Fill in the blank: As a small
business, creating videos to showcase your business or product requires only
______.
An agency, professional crew and
equipment
Creativity, lots of experience and a
large budget
Creativity,
planning and any budget
Creativity, planning and high-quality
equipment
4. Using videos in email marketing and
social media is an effective way to do what?
Increase word of mouth referrals
Engage
and grow your audience
Guarantee sales of your product or
service
Lower the cost of developing content
5. How can you take advantage of video
for your product/services without actually making a video?
This isn’t possible
Advertise
on other people’s videos
Use images with a call to action instead
Share other people’s videos
6. When looking at your video analytics,
you discover people are only watching the first few seconds of your video. What
should you do?
Consider removing the video from the
platform
Consider re-shooting your video based on
comments
Consider
updating your preview images, video titles or descriptions
Consider asking people to watch the
whole video in the description
Digital Marketing Module 21 Check Your
Knowledge Answers
Get
started with analytics
1.
What is web analytics?
Linda runs a guesthouse with a website
where people can book their rooms online. She’s been using web analytics to
monitor how customers interact with her website. Linda uses the information to
improve the site and the visitor’s experience. Take a look at the following
terms – do you know what they mean in the web analytics world?
Time spent on site – Metric
Visitor’s device type – Dimension
Visitor’s location – Dimension
Signing up to the newsletter – Conversion
2.
Making web analytics work for you
Linda’s analytics data shows people
unsubscribing from her newsletter after two weeks. These people also aren’t
booking rooms at her guesthouse. Linda gets some advice from her friends. Whose
advice should she take?
“Stop sending newsletters as people
aren’t reading them”
“Review
the content of the newsletters to check they’re suitable”
“Check
you’re not sending too many newsletters”
“Send more newsletters reminding
customers to book a room”
3.
Tracking specific goals with web analytics
Linda runs a guesthouse and has been
using analytics to gather information about how people interact with her
website.
She’s recently revamped her newsletter,
and has made the site responsive to appeal to users on mobile devices.
Which elements of the analytics should
Linda focus on to measure the effectiveness of her changes?
Number of visits to the site per month
Number of site pages users explore on
average
Amount of time visitors spend on the
site
Number
of people clicking on the links in her newsletters
Percentage
of orders made on smartphones and tablets
Fundamentals of Digital Marketing Module 21
Quiz Answers
1. Fill in the blank: Website analytics
can tell you _____________.
What
time of day your website gets the most traffic
How many mentions or likes you get on
social media
How well your competitor’s ad campaigns
are doing
The email addresses of visitors to your
landing pages
2. Analytics can give you immediate
valuable information about which type of customers?
Previous
and current customers
Current and future customers
Previous and future customers
Offline and online customers
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?
How long people spend on your ‘How To
Find Us’ page
Which day of the week is most popular
for bookings
Whether your funny Tweet goes viral
How
many people visiting your site book a room with you
Digital Marketing Module 22 Check Your
Knowledge Answers
Find
success with analytics
1.
Web analytics and organic search
Linda runs a guesthouse. She wants to
use analytics to measure traffic coming to her website from organic search
results. What can she learn from analytics reports?
Which
search engines visitors use
How
traffic is trending over time
How relevant the content is for keywords
How
many visitors are using mobile devices
2.
Tools to measure SEM
Linda owns a guesthouse and has a
website where customers can book and pay for rooms in advance. Linda uses SEM
to create targeted ads for her rooms. She’s now looking at the analytics data
for the different ad campaigns she runs. Take a look at the analytics data for
the three campaigns. Which one campaign is performing least well?
Cosy guesthouse in Guildford town centre
Get away from it all in a relaxed setting Book a room today! 478 clicks 6%
conversion rate
Family
friendly guesthouse Lots to do nearby Come and see what we have to offer! 830
clicks 2% conversion rate
Romantic guesthouse getaway in Guildford
Plan a special trip with your loved one Book online now 630 clicks 4%
conversion rate
3.
Breaking down your data for insights
Linda runs a successful guesthouse in
the centre of Guildford. She promotes the guesthouse online and has a website
where customers can book and pay for rooms in advance. Linda wants to use
segmentation to break down her analytics data. What information about the
visitors can she gather by using this?
Devices
used
The
visitor’s city
The
visitor’s country
The number of clicks on a page
Fundamentals of Digital Marketing Module 22
Quiz Answers
1. Most web analytics tools can tell you
what information about the user?
Their contact details, their behaviour
and their operating system
Their
location, type of device they’re using and pages visited
Their location, type of device they’re
using and contact details
Their interests, when they delete their
browser cookies and their location
2. Fill in the blank: If an ad is not
performing well, one effective tactic is to _____________.
Try a different search engine
Tweak
the ad’s copy and analyse the results
Hire a professional ad agency
Delete the ad and try again
3. Which section of Google Analytics can
tell you whether visitors have found your website via social media?
Site search
Acquisition
Behaviour
Search Console
Digital Marketing Module 23 Check Your
Knowledge Answers
Turn
data into insights
1.
Using data to understand audiences
Charles is thinking about taking his
business online. He has many questions, but first he wants to understand what
benefits data can have in online marketing. He needs some advice. What are the
benefits of data in online marketing?
Data
can be accessed and analysed in real time
Data
helps you make informed decisions
Data allows you to regard every customer
as a number, removing the need for personalisation
Digital data reaches more customers
2.
Understanding the Data Cycle
Jo is about to launch a new online
campaign, and wants to know how data can be used to make the campaign as
effective as possible. Rearrange the steps below in the correct order to help
Jo understand what should happen first.
Identify
the goals of the campaign and plan the next actions to take
Collect
the relevant data
Check
and investigate the findings
Take
action to test the hypothesis
3.
Creating actionable insights from your data
Lee is currently trying to promote a
free eBook download on his website. He has spent time creating compelling
emails and posting updates on his social media accounts. He decides to use data
to work out if actionable insights can improve the success of his non-paid
promotional efforts. Here are the highlights of the data that was gathered:
Develop additional email marketing
content, ensuring emails are delivered during the off-peak eBook download time.
Post content across all social media
channels during off peak eBook download time, and send email marketing content
during peak eBook download time.
Reduce
his efforts on the email marketing campaign and expand on social media
promotion, specifically on Facebook and LinkedIn.
Schedule
engaging Facebook posts to be published between 5.00 p.m. and 7.00 p.m.
4.
Managing numbers using spreadsheets
Cassie has been using spreadsheets to
keep track of how her email campaigns have been performing. She has created
three different graphs using all of the data at her disposal. Which graph best
shows that the open rate of her emails has decreased over time?
2nd
Graph
5.
Presenting data effectively
Anya is working on a presentation for
potential investors. They would like to see how the demand for public parking
has grown in the past three years. Anya has created the following four graphics
to illustrate the growth demand. Which graphic would be the clearest and make
the most impact on the investors?
Image of a table of figures
Image
of bar graph
Image of pie chart
Image of a heat map
Fundamentals of Digital Marketing Module 23
Quiz Answers
1. Which type of data relates to a
metric that can be represented with a number?
Quantitative
Qualitative
Holistic
Customer
2. What makes the data cycle useful?
It
helps you make the most of the data collected from marketing activities
It helps you evaluate your competition
It provides information about what users
like about your website
It presents collected data in a visually
appealing way
3. Fill in the blank: Actionable
insights can be described as explaining the ______ of an online marketing
campaign.
‘Why’
‘How’
‘When’
‘Who’
4. Which of the following is a benefit
of using spreadsheets?
Vast
quantities of data can be stored, sorted and analysed quickly
Data can only be accessed when all users
are online
Valuable customer and market insights
can be delivered quickly
Spreadsheets are the only way to collect
data and extrapolate results
5. If you needed to showcase which parts
of a website are being clicked on the most, which presentation type should you
consider?
Bar chart
Pie chart
Table
Heat
map
Digital Marketing Module 24 Check Your
Knowledge Answers
Build
your online shop
1.
Using e-commerce to sell
Jo owns a furniture shop, and she’s just
started using the internet to boost sales. She has some ideas on what to do to
sell products on her website. Help Jo decide on one idea and cross off the
rest.
Publish
her inventory on a third party site
A
forum to get feedback on her services
Use a money transfer provider to take
customer payments online
2.
Taking payments and manage orders
Jo wants to create a fully functional
online store. Can you check which of the following features are available in
most fully functional online stores?
Order management via a backend system – Yes
Customer reviews pane – Yes
Products browser – Yes
Over-the-phone payments via a web-based
calling system – No
Fundamentals of Digital Marketing Module 24
Quiz Answers
1. What would be beneficial to include
on a product description page?
Previous versions of the product
Links to other suppliers
Reviews
of the product
Price comparisons
2. Which of the following is an
advantage of e-commerce?
More relaxed checkout procedure
Low
operational costs
Minimal interaction required with the
customer
Segmentation of audiences
3. To an owner or administrator, what is
a functional benefit of having an online store?
It collects the addresses of your online
store visitors
It
provides a backend system with order management
It provides a quicker checkout process
than a physical store
It allows you to feature more sales and
discounts than a physical store
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?
Second-party payment processing
Third-party
payment processing
External payment processing
Internal payment processing
Digital Marketing Module 25 Check Your
Knowledge Answers
Sell
more online
1.
Creating a smooth e-commerce experience
Jo wants to use analytics data and
visitor surveys to make some improvements to her e-commerce website, but she
only has limited time and budget. What actions could Jo take for each of these
findings?
Customers access the shop a lot on
mobile – Introduce
responsive design
Customers want to find a specific
product – Add a search
feature
There are lots of website visits but no
one is buying the products – Add
customer reviews
Repeat customers add products to their
cart but are not checking out – Create registration for customer accounts
2.
Product promotion and merchandising
Office sets are steady sellers for Jo.
How can she suggest office furniture items to customers who might not have
considered them yet?
Create
a ‘Suggested products’ banner
Use analytics to understand who is
visiting the site
Add a video tour of the shop
3.
Retargeting for e-commerce
Jo has noticed that some of her
customers leave her site without making a purchase. She’s set up some product
retargeting ads, and wants to measure the performance of her campaign. What
parameters should she look at to see if she’s attracting potential customers?
Conversion
rates
Number
of people clicking on each ad type
Comments on her social media profile
How many pages visitors check before
they leave the site
Fundamentals of Digital Marketing Module 25
Quiz Answers
1. Which of the following is a sign that
customers are having trouble using a particular device to make purchases?
Analytics
shows you have a lot of mobile visitors, but very few purchases through mobile
A specific product is not selling much
compared to your other products
You get a lot of questions about your
return policy
People are having trouble using a promo
code for a current sale
2. What is an example of product
merchandising?
Running an ad for your products
Adding a way for customers to filter
your products
Displaying
very specific, featured products on your home page
Cross-selling products in the checkout
process
3. Which of the following statements is
true when describing how retargeting ads work?
Retargeting ads are visible to people
who haven’t been on your website yet
Once
a user visits your site, the code drops an anonymous browser cookie
Once your customer purchases, you can
not turn off the retargeting ad
Retargeting will always drive customers
to your site
Digital Marketing Module 26 Check Your
Knowledge Answers
Expand
internationally
1.
Introduction to international marketing and export
Matt runs an online vintage record store
in the UK. He wants to expand into new markets, but doesn’t know where to
begin.
What tools can help him choose his new
market?
Market
insight tools
Search
trends by location
Translation services
2.
Validating your new market
Matt has found out there’s a growing
market for vintage records in Portugal. He now needs to identify insights on
his new audience using a variety of tools.
Can you help him match the correct tool
with its corresponding insight?
High search traffic on vintage record
terms from Portugal – Google
Market Finder
Low competition on search ads in
Portugal – Google Keyword
Planner
People in Portugal are looking at his
website – Google Analytics
3.
Being understood abroad
Matt needs to make sure his website is
suitable for his Portuguese customers. He’s made a list of translation and
localisation tasks.
Which items on his list relate to
localisation?
Adjusting
colloqualisms so they make sense in Portuguese
Adding his UK office’s address to the
main site
Calculating
prices of the products in local currency.
Adjusting
humourous product descriptions so they make sense in Portuguese
4.
Advertise across borders
Matt’s chosen his market, now it’s time
to find new customers.
He has a few ideas, but not all of them
will reach his Portuguese audience.
Can you help him choose his best
advertising ideas?
Advertise
on Portuguese music websites
Send English emails to current UK
customers
Use
search ads driven by translated search terms
Set
up a Portuguese fanpage for his store
5.
The support systems you will need
Portugal seems like a good market for
Matt to move into. He’s looked into the legal requirements of trading records
in Portugal and is pleased to find there aren’t any. But what other financial
or regulatory requirements should he check?
Custom
duties and tariffs
Portuguese
taxes
Exchange
rates
National holidays
Product
safety requirements
Insurance
cover
6.
Helping customers abroad buy your products
Matt’s found out that Portugal has fast
internet speeds, which is great for accessing his website. What things will
Matt definitely need to do now he has customers in a new market?
Use
an international payment system
Research
the Portuguese music scene
Visit Portugal frequently
Use an automated translation service
Learn to speak Portuguese
Check
his site from an international point of view
7.
Delivering to customers across the globe
Matt’s getting ready to sell his vintage
records to Portuguese customers online. But there’s one unhelpful task on his
to-do list.
Can you cross it out for him?
Research label requirments for
international shipping
Set
up a few Portuguese social media accounts
Choose an international shipping partner
Set up customer service for
international orders
Fundamentals of Digital Marketing Module 26
Quiz Answers
1. What is the best way to translate the
content on your website for a new market?
Google translate
Native
speakers
Translation software
Language guide
2. Before starting to promote products
to other countries online, what could you use to gauge demand for your product
in that specific market?
Translation software
Keyword
planning tools
Interviews with people from that country
A range of search ads in different
countries
3. When adapting your website for
customers who speak a different language, what should you do?
Have a ‘translate’ button that pulls a
translation from an external provider
Translate
your content with consideration to particular words and phrases
Translate your content directly, word
for word
Localise the name of the business owners
4. Which of the following is primarily
meant to target new customers online?
Email marketing
Print advertising
Retargeting advertising
Search
advertising
5. What should a business do first, when
considering going into a new market?
Hire an agency to translate its website
into the local language
Open a new office in the capital city
Determine
its ability to deliver products and review all tax and legal information
Invest in major ad campaigns to raise
brand awareness
6. When selling to people in different
countries, what payment form should you consider using if you aren’t already?
Debit cards
Credit cards
Paypal
or Worldpay
Bank transfers
7. Which of the following options is
important to research when planning to expand delivery of products and services
to customers across the globe?
What times of the day international
shoppers are online
The
legal and tax considerations in that market
Which social channels are popular in
that market
Which couriers offer the cheapest
services for global shipping