Digital Marketing Final Exam Questions and Answers

Digital Marketing Final Exam Questions
and Answers
KPI - ANSWER-Key Performance Indicator

ROI - ANSWER-return on investment

SEM - ANSWER-Search Engine Marketing

SEO - ANSWER-Search Engine Optimization

UX - ANSWER-user experience

Three primary drivers of search behavior - ANSWER-Informational
Transactional
Navigational

Informational - ANSWER-Keywords should help consumers find content relevant to
their search query
ex: "local florists"

Transactional - ANSWER-Keywords should help consumers find products of
services relevant to their search query
ex: "next day delivery flowers

Navigational - ANSWER-Keywords should help consumers find URLs and pages
relevant to their search query
ex: "1800flowers"

Head vs Tail keyword strategy - ANSWER-Head: more generic, more results
Tail: more specific, less results

Evolution of search: Search - ANSWER-Origins: Directories
Recent Present: Keyword
Moving Forward: Rich Semantics and User Experience

Evolution of Search: Market Economics - ANSWER-Immature: CPM/Paid Inclusion
Closed: CPC
Open: CPA/Paid engagement

Evolution of Search: Market Advertisers - ANSWER-Immature: Reach
Closed: ROI
Open: E2E Visibility

Evolution of Search: Market Publishers - ANSWER-Immature: Passive
Recent Present: Reactive
Open: Proactive

, Evolution of Search: Consumer - ANSWER-Origins: Browse
Recent Present: Queries
Moving Forward: Task Accomplishment

Talking Search: Advertiser - ANSWER-Agency Fees
CPA
ROI
CTR

Talking Search: Publisher - ANSWER-SOV
Impressions
SERP
CPC

SOV - ANSWER-share of voice

Factors of Ad position - ANSWER--Your bid
-The quality of your ads and landing page
-The Ad Rank thresholds
-The competitiveness of an auction
-The context of the person's search
-The expected impact from your ad extensions and other ad formats

ad rank formula - ANSWER-Ad rank = max bid x quality score + expected impact of
Ad extensions

Quality Score metrics - ANSWER--Keyword CTR (# of clicks/# of impressions)
-Ad relevance
-Landing page experience

Match Types - ANSWER-Exact
Phrase
Broad

Match Types: Exact - ANSWER-Only the exact keywords purchased exist in the
search and appear in the exact order specified by the advertiser (least reach)

Match Types: Phrase - ANSWER-All keywords exist within the search term and
appear in the exact order specified by the advertiser (words can be before or after
the phase but not in the middle)

Match Types: Broad - ANSWER-All keywords exist in the search term and appear in
any order (most reach)

Negative Keywords - ANSWER--Remove bad queries
-Reduce bad impressions
-Increase ROI

RFP - ANSWER-Request for Proposal