REVISION_MKT 425

1. Which of the following is an example of a digital touchpoint in the

awareness stage of the consumer decision journey?

a) Targeted display ads

b) In-store signage

c) Print advertisements

d) Direct mail campaigns

2. What is the purpose of analytics and reporting in digital marketing?

a) To measure the effectiveness of campaigns

b) To track key metrics and performance indicators

c) To make data-driven decisions

d) All of the above

3. Which social media platform is best for driving traffic to your product
catalogue on your website?

a) LinkedIn

b) Pinterest

c) Facebook

d) Instagram

4. What is the importance of analytics in digital marketing?

a) It helps measure the success of marketing campaigns

b) It provides insights into customer behavior and preferences

c) It assists in making data-driven decisions

d) All of the above

5. Which of the following is an example of a touchpoint in the

consideration stage of the consumer decision journey?
 a) Customer reviews

b) Email newsletters

c) Product demonstrations

d) Social media ads

6. How would you describe what multi-channel attribution does?

a) Gives the conversion credit to the first click

b) Assign equal percentages for conversions to every step

c) Accredits deserving touchpoints along the conversion journey

d) Gives the conversion credit to the last click

7. Which of the following is an example of a touchpoint in the purchase

stage of the consumer decision journey?

a) Checkout process on an e-commerce website

b) Customer support hotline

c) Loyalty program rewards

d) Product packaging

8. What is the purpose of content marketing in digital marketing?

a) To create brand awareness

b) To educate and engage the target audience

c) To drive website traffic

d) All of the above

9. What is a touch point in marketing?

a) A physical location where customers buy products

b) Any interaction a customer has with a brand
c) A type of marketing strategy
d) A sales pitch
10. Which of the following is an example of a digital touch point?

a) In-store experience
b) Social media interaction
c) Television advertisement
d) Direct mail

11. Customer service interactions are considered:

a) Pre-purchase touch points

b) Post-purchase touch points
c) Unimportant touch points
d) Irrelevant to digital marketing

12. Which touch point is crucial for building brand awareness?

a) Point of sale
b) Social media ads
c) Customer service calls
d) Email newsletters

13. Which of the following is not a digital touch point?

a) Website
b) Mobile app
c) Print advertisement
d) Email

14. Touch points during the purchase phase can include:

a) Customer reviews
b) Product comparisons
c) Checkout process
d) All of the above

15. What role do touch points play in the consumer journey?

a) They are the only factor in purchasing decisions

b) They help shape the customer's overall experience with the brand
c) They are unrelated to customer satisfaction
d) They are only important post-purchase

16. Which of the following is NOT a component of the digital marketing

environment?
a) Social media platforms
 b) Mobile devices and apps
c) Traditional print media
d) Search engines
17. What is the primary purpose of conducting marketing research in the
digital realm?
a) To understand consumer behaviour and preferences online
b) To identify potential cyber threats
c) To analyze website traffic data
d) To develop new digital marketing strategies
18. Which of the following is NOT a standard method used in digital
marketing research?
a) Online surveys
b) Focus groups
c) Eye-tracking studies
d) Door-to-door interviews
19. Which of the following is an example of a primary data source in digital
marketing research?
a) Company website data
b) Industry reports
c) Online customer reviews
d) Social media analytics
20. What is the purpose of A/B testing in digital marketing?
a) To compare the effectiveness of two different marketing strategies
b) To measure website loading speed
c) To analyze user demographics
d) To identify broken links on a website
21. Which of the following is NOT a common digital marketing channel?
a) Email marketing
b) Influencer marketing
c) Pay-per-click advertising
d) Direct mail campaigns
22. What is the term used to describe the practice of optimizing a website's
content and structure to improve its visibility in search engine results?
a) Search engine marketing (SEM)
b) Search engine optimization (SEO)
c) Social media marketing (SMM)
 d) Content marketing

23. What does SEO stand for?

a) Search Engine Optimization
b) Site Engine Optimizing
c) Seek Engine Optimization
d) Search Encode Optimizing
24. Which is NOT a key element of on-page SEO?
a) Title tags
b) URL structure
c) Keyword density
d) Social media shares
25. What is the main function of the meta description tag?
a) Help search engines understand page content
b) Improve rankings in search results
c) Provide a short page summary in search results
d) All of the above
26. Which ranking factor is most important for Google?
a) Meta keywords
b) Website speed
c) Content quality
d) Backlinks
27. What is link building?
a) Creating internal website links
b) Getting other websites to link to yours
c) Linking out to other sites
d) Building a link profile
28. Which web metric measures bounce rate?
a) Google Search Console
b) Google Analytics
c) Ahrefs
d) SEMrush
29. Local SEO is important for which type of business?
a) E-commerce sites
b) Brick-and-mortar businesses
c) Publishers
d) B2B companies
30. What is keyword research?
 a) Finding popular keywords to target
b) Finding keywords your competitors rank for
c) All of the above
d) None of the above
31. Which is NOT a best practice for URL structure?
a) Using hyphens to separate words
b) Making URLs short and descriptive
c) Including numbers in URLs
d) Using lowercase letters
32. What does CTR stand for?
a) Content to Rank
b) Click Through Rate
c) Convert to Revenue
d) Content Track Ratio
33. What is a common way to improve website performance?

a) Adding more pages to the website

b) Using larger image files
c) Minimizing HTTP requests
d) Increasing the use of external scripts

34. What is a key feature of Google Search Console?

a) It allows you to submit your sitemap to Google

b) It provides detailed information about your paid search campaigns
c) It allows you to edit your website's content directly
d) It provides information about your competitors' websites

35. What is the bounce rate in Google Analytics?

a) The percentage of visitors who leave your site after viewing only
one page
b) The average time spent on your website
c) The number of pages viewed per session
d) The percentage of returning visitors

36. What is the primary purpose of a call to action (CTA) in digital

marketing?

a) To provide information about the company

b) To improve search engine rankings
 c) To prompt an immediate response or encourage a specific action
from the audience
d) To increase website loading speed

37. What is the main benefit of lazy loading in web development?

a) It improves SEO rankings

b) It reduces initial page load time and saves bandwidth
c) It increases the number of indexed pages
d) It improves the visual design of the website

38. What is link juice in SEO terms?

a) A type of penalty from search engines

b) The SEO value that one page passes to another through links
c) A measure of website loading speed
d) The number of backlinks a website has

39. What is the primary purpose of content optimization in digital

marketing?

a) To make content as long as possible

b) To use as many keywords as possible
c) To improve content quality and relevance for users and search
engines
d) To increase the number of pages on a website

40. What is a key aspect of effective keyword optimization?

a) Using the same keyword as many times as possible in the content

b) Focusing only on short-tail keywords
c) Incorporating relevant keywords naturally into high-quality content
d) Avoiding the use of long-tail keywords

41. What is the main purpose of Google Analytics?

a) To create website content

b) To manage social media accounts
c) To track and analyze website traffic and user behaviour
d) To improve website loading speed

42. What is the primary purpose of quantitative and qualitative testing in

digital marketing?

a) To increase website traffic

 b) To compare two versions of a marketing asset to determine which
performs better
c) To improve search engine rankings
d) To reduce marketing costs

43. What is the AIDA model in digital marketing?

a) Awareness, Interest, Desire, Action

b) Attract, Inform, Develop, Advertise
c) Analyze, Implement, Develop, Adjust
d) Acquire, Interact, Deliver, Assess

44. What is the primary purpose of remarketing in digital advertising?

a) To reach new customers

b) To re-engage users who have previously interacted with your
website or app
c) To improve search engine rankings
d) To reduce advertising costs

45. What is the role of a landing page in digital marketing?

a) To provide general information about a company

b) To serve as the homepage of a website
c) To convert visitors into leads or customers for a specific marketing
campaign
d) To improve search engine rankings

46. What is the primary goal of content curation in digital marketing?

a) To create original content

b) To gather and share relevant content from various sources
c) To improve website design
d) To increase advertising budget

48. What is the primary benefit of using marketing automation?

a) To eliminate the need for human marketers

b) To reduce marketing costs
c) To streamline and automate repetitive marketing tasks
d) To improve website design

49. What is the main purpose of a customer persona in digital marketing?

a) To represent the average customer

b) To create fictional characters for advertising
 c) To provide a detailed profile of an ideal customer segment
d) To improve website design

50. What is the primary goal of conversion rate?

a) To increase website traffic

b) To improve search engine rankings
c) To increase the percentage of website visitors who take a desired
action
d) To reduce marketing costs

51. What is the primary benefit of using SEO?

a) To improve website design

b) To help search engines understand the content and context of web
pages
c) To increase website loading speed
d) To reduce server costs

52. What is the primary purpose of social media marketing?

a) Increase brand awareness
b) Direct sales
c) Customer service
d) All of the above
53. Which platform is best known for B2B marketing?
a) Instagram
b) LinkedIn
c) TikTok
d) Snapchat
54. Which of these is NOT a common social media metric?
a) Engagement rate
b) Reach
c) Impressions
d) Page rank
55. What is a social media influencer?
 a) A person with a large following on social media
b) A brand's social media manager
c) A social media platform developer
d) A digital marketing professor
56. What does UGC stand for in social media marketing?
a) User-Generated Content
b) Unique Google Code
c) Universal Graphics Content
d) User Growth Calculation
57. Which platform is known for its Stories feature?
a) LinkedIn
b) Twitter
c) Instagram
d) Pinterest
58. Which social media platform is known for its use of hashtags?
a) Facebook
b) LinkedIn
c) Twitter
d) All of the above
59. What is a social media bot?
a) A robot that posts on social media
b) An automated program that performs tasks on social media
c) A type of social media ad
d) A social media management tool
60. What is the primary purpose of a social media calendar?
a) To track followers
b) To plan and organize content
c) To measure ROI
 d) To design graphics

61. What is the primary purpose of Google Ads?

a) To create websites
b) To send emails
c) To display advertisements to potential customers
d) To manage social media accounts

62. On which platforms can Google Ads display advertisements?

a) Search results only
b) Websites only
c) YouTube only
d) Search results, websites, YouTube, and mobile apps

63. What is a keyword in Google Ads?

a) A password to access your account
b) A word or phrase that triggers your ad to show
c) The title of your advertisement
d) Your company's slogan

64. What is Quality Score in Google Ads?

a) The number of clicks your ad receives
b) The relevance and quality of your keywords and ads
c) The amount you pay per click
d) The position of your ad on the search results page

65. What does CPC stand for in Google Ads?

a) Cost Per Click
b) Cost Per Conversion
c) Click Per Cost
d) Conversion Per Click

66. Which bidding strategy allows you to set a maximum amount you're
willing to pay for each click?
a) Target
b) Manual
c) Both
d) Target ROAS

67. What is an ad group in Google Ads?

a) A collection of ads and related keywords
b) A group of advertisers
c) A type of targeting option
 d) A payment method

68. What is the Google Display Network?

a) A group of Google-owned websites
b) A network of partner websites where ads can appear
c) A type of ad format
d) A targeting option for search ads

69. What is remarketing in Google Ads?

a) Selling your products at a lower price
b) Showing ads to people who have previously interacted with your
website
c) Changing your ad copy frequently
d) Targeting competitors' customers

70. Which of the following is NOT a type of Google Ads campaign?

a) Search campaign
b) Display campaign
c) Video campaign
d) Email campaign

Short Questions

1. What metric measures the percentage of website visitors who take a

desired action?
Conversion Rate

2. What's the term for unpaid search results on a search engine results
page?
Organic search results

3. Which social media platform is known for its professional networking

focus?
LinkedIn

4. Which metric measures the number of times your content is shared on

social media?
Shares (or Social Shares)

5. What's the practice of tailoring content to match user intent and

behaviour called?
Content Personalization

6. Which Google tool helps track and analyze website traffic?

Google Analytics
7. What's the term for ads that follow users across different websites?
Retargeting (or Remarketing)
8. Which social media metric measures the ratio of interactions to
followers?
Engagement Rate
9. What's the practice of optimizing online content for local search results?
Local SEO

10. What's the term for the visual representation of a brand across all
marketing materials?
Brand Identity

11. Which emerging technology creates computer-generated sensory inputs

for marketing?
Augmented Reality (AR) or Virtual Reality (VR)
12. What's the practice of optimizing websites for mobile devices called?
Mobile SEO
13. Which metric measures the average position of an ad in search results?
Average Position

14. Which social media metric measures the potential audience reached
through shares?
"social reach" or "viral reach”
15. What's the term for improving a website's ranking in search results?
Search Engine Optimization (SEO)
16. Which type of content typically performs best for engagement on social
media?
Visual Content
17. What's the term for the text that appears as the title of a search result?
Title Tag
18. What's the practice of creating different content versions for testing?
A/B Testing
19. Which Google Ads metric measures the ratio of clicks to impressions?
Click-Through Rate (CTR)
20. Which social media tactic involves partnering with users with large
followings?
Influencer Marketing
21. What's the practice of optimizing content for voice-activated devices
called?
Voice Search Optimization
22. Which technology enables chatbots and personalized customer
interactions?
Artificial Intelligence (AI)

23. What's the term for turning leads into customers?

Lead conversion
24. What's the practice of creating content for a specific audience?
Content Marketing
25. Which technology overlays digital information in the real world for
marketing purposes?

Augmented Reality (AR)

Long Questions

1. Explain page optimization.

On-page optimization refers to the process of optimizing the content and
code of your website to rank higher in search engine results pages (SERPs).
Search engines like Google use a variety of factors to determine a website's
ranking, including the quality and relevance of its content, the structure of
its code, and the user experience it provides.
a. Keyword Optimization:
Include relevant keywords in page titles, headers, meta descriptions, and
content.
b. Content Optimization:
Create high-quality, engaging, and informative content.
c. Technical Optimization:
Ensure your website is mobile-friendly, has fast loading speeds, and is
properly structured.

2. How were local SEO techniques used in the digital marketing of

websites?

Local SEO helps businesses rank higher in local search results. It's crucial
for businesses with physical locations, allowing potential customers to find
them easily.

a. Google my business:

Ensure your business listing is up-to-date and accurate.

b. Local Citations:

List your business on relevant directories.

c. Hyperlocal Content:

Create content relevant to your local area.

d. Geo-Targeting:

Optimize website for local searches.

Optimize your website for local searches by targeting specific keywords
and location-based phrases. Promote your business through local
directories, online review sites, and community engagement.

3. What are the targeting options developers can use for setting up Google
AdWords?
AdWords offers a wide range of targeting options to ensure that your ads
reach the right audience.
a. Location Targeting:
Target ads to specific geographic locations, such as cities, regions, or
countries.
b. Demographic Targeting:
Target ads to people based on demographics, such as age, gender, and
income.
c. Interest Targeting:
Target ads to people based on their interests, such as hobbies, shopping
habits, and online activity.
d. Remarketing:
Target ads to people who have previously visited your website, showing
them ads related to their past browsing activity.