Digital Marketing Exam 2 Review Questions
With All Correct & Verified Answers
Although web analytics cannot identify the name of a website visitor, it can identify the person's
address based on the person's Internet connection and IP address Correct answer-False
Individuals who type in generic words in a search engine are usually less inclined to make a purchase
than someone who types in a more specific keyword phrase Correct answer-True
In buying search ad space, advertisers are normally charged slightly more than the amount they bid
on a keyword Correct answer-False
Based on the concept of Quality Score, an ad that is written well and seems to generate more clicks
compared to other advertisers will receive a better ad position Correct answer-True
Anytime a user enters a website he has created a visit, which can consist of one or more page views
Correct answer-True
Because display ads can be shown on hundreds or thousands of different websites, analyzing traffic
from these display ads will not provide useful information Correct answer-False
With CPC bidding for display ads, advertisers pay each time an ad appears on a website Correct
answer-False
In mapping keyword phrases to webpages, the best strategy is to match broader keyword phrases
with subcategory or product pages and more specific keyword phrases with the home page or
category pages Correct answer-False
An online advertiser looking to use banner advertising must identify its target audience so it can
create more effective advertising campaigns Correct answer-True
If hundreds of websites are targeting a particular keyword search phrase, it would be a good choice
for a new website to use also since the keyword phrase is generating a high level of traffic Correct
answer-False
The purpose of the title on a search ad is to get the searcher's attention Correct answer-True
Backlinks from websites and webpages that cover a similar topic are considered by search engines to
be more important than general websites that are not related Correct answer-True
An effective display ad must attraction attention, communicate a value proposition, and invite some
type of action Correct answer-True
An analytics package records all of the following information from visitors EXCEPT: Correct answer-
Hard disk space on the computer
"Analysis paralysis" occurs when: Correct answer-The sheer volume of data overwhelms a manager
and causes inaction
, During a one-week period, a website had 3,000 total pageviews from 500 sessions. What is the site's
average page depth? Correct answer-3,000/500=6
Of 500 sessions that occurred on a website during a one-week period, 200 of them started on the
homepage; 100 of these 200 sessions saw only the homepage before leaving the site. Of the 300
sessions that started on other pages, 100 of them consisted of only one pageview. Which is higher:
the site bounce rate or the homepage's bounce rate? Correct answer-The homepage's bounce rate
Of 500 sessions that occurred on a website during a one-week period, 200 of them started on the
homepage; 100 of these 200 sessions saw only the homepage before leaving the site. Of the 300
sessions that started on other pages, 100 of them consisted of only one pageview. What is the site
bounce rate? Correct answer-40%
A website that sells software made 100 sales of $200 each from 2,000 sessions (for a total of $20,000
in revenue and profit- the marginal cost of these sales was $0) The average cost to generate each
session was $5 (the traffic came from a paid advertising campaign) Were these 2,000 sessions
profitable? Correct answer-Yes
A lead generation website received 1,000 visitors, gained 80 leads, and booked jobs with 20 of those
leads. What is the conversion rate and what is the close rate? Correct answer-8% ; 25%
A low conversion rate can be caused by all of the following EXCEPT: Correct answer-Overly
responsive design
Channel analysis enables an analytics user to: Correct answer-Investigate which traffic source
produced the best-quality traffic
The most reliable way to measure advertising effectiveness is to: Correct answer-Conduct a
carefully controlled experiment
Organic search results are typically displayed: Correct answer-Below the paid ads
For a search engine, "relevance" refers to: Correct answer-The extent to which a web page's
content matches the searcher's query
Jane.com sells clothing and accessories. They want their line of maternity clothing to show up on
searches that include "maternity". What should the URL for the maternity category page be?
Correct answer-https://jane.com/maternity
Including the word "maternity" in the alt text and file name of several images on the maternity
category page of Jane.com will improve the page's relevance score for searches using the word
"maternity". What other benefit can result from this? Correct answer-The images are more likely
to show up on image searches that use "maternity"
Even a highly relevant keyword may not be worth pursuing in your SEO if: Correct answer-The
keyword has no traffic
"Long tail keywords" are: Correct answer-Search terms with lower volume than "fat head
keywords"
With All Correct & Verified Answers
Although web analytics cannot identify the name of a website visitor, it can identify the person's
address based on the person's Internet connection and IP address Correct answer-False
Individuals who type in generic words in a search engine are usually less inclined to make a purchase
than someone who types in a more specific keyword phrase Correct answer-True
In buying search ad space, advertisers are normally charged slightly more than the amount they bid
on a keyword Correct answer-False
Based on the concept of Quality Score, an ad that is written well and seems to generate more clicks
compared to other advertisers will receive a better ad position Correct answer-True
Anytime a user enters a website he has created a visit, which can consist of one or more page views
Correct answer-True
Because display ads can be shown on hundreds or thousands of different websites, analyzing traffic
from these display ads will not provide useful information Correct answer-False
With CPC bidding for display ads, advertisers pay each time an ad appears on a website Correct
answer-False
In mapping keyword phrases to webpages, the best strategy is to match broader keyword phrases
with subcategory or product pages and more specific keyword phrases with the home page or
category pages Correct answer-False
An online advertiser looking to use banner advertising must identify its target audience so it can
create more effective advertising campaigns Correct answer-True
If hundreds of websites are targeting a particular keyword search phrase, it would be a good choice
for a new website to use also since the keyword phrase is generating a high level of traffic Correct
answer-False
The purpose of the title on a search ad is to get the searcher's attention Correct answer-True
Backlinks from websites and webpages that cover a similar topic are considered by search engines to
be more important than general websites that are not related Correct answer-True
An effective display ad must attraction attention, communicate a value proposition, and invite some
type of action Correct answer-True
An analytics package records all of the following information from visitors EXCEPT: Correct answer-
Hard disk space on the computer
"Analysis paralysis" occurs when: Correct answer-The sheer volume of data overwhelms a manager
and causes inaction
, During a one-week period, a website had 3,000 total pageviews from 500 sessions. What is the site's
average page depth? Correct answer-3,000/500=6
Of 500 sessions that occurred on a website during a one-week period, 200 of them started on the
homepage; 100 of these 200 sessions saw only the homepage before leaving the site. Of the 300
sessions that started on other pages, 100 of them consisted of only one pageview. Which is higher:
the site bounce rate or the homepage's bounce rate? Correct answer-The homepage's bounce rate
Of 500 sessions that occurred on a website during a one-week period, 200 of them started on the
homepage; 100 of these 200 sessions saw only the homepage before leaving the site. Of the 300
sessions that started on other pages, 100 of them consisted of only one pageview. What is the site
bounce rate? Correct answer-40%
A website that sells software made 100 sales of $200 each from 2,000 sessions (for a total of $20,000
in revenue and profit- the marginal cost of these sales was $0) The average cost to generate each
session was $5 (the traffic came from a paid advertising campaign) Were these 2,000 sessions
profitable? Correct answer-Yes
A lead generation website received 1,000 visitors, gained 80 leads, and booked jobs with 20 of those
leads. What is the conversion rate and what is the close rate? Correct answer-8% ; 25%
A low conversion rate can be caused by all of the following EXCEPT: Correct answer-Overly
responsive design
Channel analysis enables an analytics user to: Correct answer-Investigate which traffic source
produced the best-quality traffic
The most reliable way to measure advertising effectiveness is to: Correct answer-Conduct a
carefully controlled experiment
Organic search results are typically displayed: Correct answer-Below the paid ads
For a search engine, "relevance" refers to: Correct answer-The extent to which a web page's
content matches the searcher's query
Jane.com sells clothing and accessories. They want their line of maternity clothing to show up on
searches that include "maternity". What should the URL for the maternity category page be?
Correct answer-https://jane.com/maternity
Including the word "maternity" in the alt text and file name of several images on the maternity
category page of Jane.com will improve the page's relevance score for searches using the word
"maternity". What other benefit can result from this? Correct answer-The images are more likely
to show up on image searches that use "maternity"
Even a highly relevant keyword may not be worth pursuing in your SEO if: Correct answer-The
keyword has no traffic
"Long tail keywords" are: Correct answer-Search terms with lower volume than "fat head
keywords"
